With a firm foundation in strong values and a fundamental focus on the customer, Riwal has significantly revamped its strategies and processes to ensure it remains at the forefront of its industry. An international aerial-work platform and telehandler rental specialist, Riwal is based in Dordrecht, the Netherlands, and has operations in 17 countries, with a wide-ranging fleet of 13,000 units.

The CEO Magazine recently sat down with Norty Turner, CEO of Riwal, to discuss the multi-tiered transformation that has set the company on its future course.

The CEO Magazine: What led you to the position of CEO of Riwal?

Norty: I began my career in the rental business in March of 1995 with Hertz Equipment Rental Corporation, part of the greater Hertz Corporation. I started in an entry-level position straight out of college. I was on the rental desk as a sales coordinator and then 14 months later I progressed into an outside sales representative role. I did that for a little over two years, and I learned a lot about how to sell effectively. I had great teachers and mentors along the way.

I then became a regional sales director looking after six locations and 15 sales people. That was great—to be able to step into a management role at such a young age. I was still in my twenties, and I was leading a sales force. That was a great experience for me, and it taught me how to manage and how to drive initiatives through other people, which is so important in leadership.