CanLift Equipment started as a Canadian family-owned and -operated company and proudly remains that way today. Managing partners and brothers Johnny and Marko Dragicevic have built the company into one of the biggest and most successful independently owned lift equipment rental companies in Canada. Here is how they started in the rental industry and used their individual strengths and passions to grow their business.
Rental: How did you first get your start in the rental industry?
We founded CanLift back in 2009, but it wasn’t exactly planned. My brother Marko and I were both working for a small independent company when the financial crisis hit. Like millions of others, we lost our jobs. Instead of sitting back, we decided to take a chance. We bought a discounted fleet of aerial lift equipment and here we are 15 years later.
At the time, it was a huge leap, but with Marko having years of experience in the aerial equipment business, I knew we could make it work. We started small but focused on delivering great service, and over the years, we’ve grown CanLift into one of the largest independently owned lift equipment providers in Ontario.
Marko and I have different strengths and together, we’ve been able to build something we’re really proud of. Today, Marko directs operational aspects of the business including service, parts and rentals, and I lead our overall operations and sales strategies. It’s been a wild ride, but looking back, losing our jobs in 2009 was what gave us the push to create something better.
The team at CanLift Equipment Ltd. They have two locations, Burlington (pictured) and London, Ontario, Canada.CanLift Equipment Ltd.
Rental: Can you give us some insight into your current company?
CanLift has been in business for 15 years, a milestone we celebrated in May of this year. We’re an independently owned provider—something we take a lot of pride in, especially in a market dominated by multinationals and private equity.
Our headquarters are in Burlington, Ontario, where we operate out of a 20,000-sq.-ft. facility with office space, multiple service bays and a big yard for our fleet. In 2012, we opened up a second location in London, Ontario, so that we could better serve our customers. Our delivery trucks are hauling rental equipment to all corners of the province.
Losing our jobs in 2009 was what gave us the push to create something better.
In the past year, we’ve grown to over 45 employees and currently have over 1,200 active products, from forklifts, scissor lifts, boom lifts and telehandlers. Plus, we’ve added trucks, drivers and mechanics to support our operations.
Even though we’ve grown a lot, we’ve held on to our core values as a family-owned business. That’s something we’re really proud of because it’s helped us build strong relationships with both our customers and our team. We like to stay true to the roots that got us here.
Rental: What have been some of the challenges and successes you’ve had over the years you've been in business?
One major milestone for us was in 2020 when we opened our new facility in Burlington. We had been planning this move since 2017, deciding to build from scratch rather than buying or leasing an existing space. Just as we were getting ready to move in, COVID-19 hit, which brought its own set of challenges.
The pandemic was tough for us, like it was for many businesses, but it also gave us a chance to step back and reassess. We used the time to streamline our operations and become a leaner, more focused company. Looking back, it was actually a bit of a blessing in disguise.
Since then, we’ve seen incredible growth—we've doubled our fleet and are eyeing expansion into eastern Ontario with a possible third location. While the journey has had its ups and downs, the successes, especially the recent explosive growth, make it all worthwhile.
Rental: What is one business tool that you recommend every rental business owner have, and why?
One tool we’d recommend is a modern ERP system. At CanLift, we’ve adopted Point of Rental, and it’s transformed how we operate. The system integrates all the key parts of our business—rentals, service, parts and trucking—into one platform. It’s like having a bird’s-eye view of the entire company.
The reason this is so important is that it not only helps with day-to-day management, but it provides detailed business intelligence (B/I) reports. These reports give you a daily snapshot of your operations and allow you to access historical data to spot trends over time. With this kind of insight, you're not just reacting to what’s happening—you’re planning ahead and making smarter decisions.
With our ERP, customers can see available equipment in real time, which means quicker turnaround for them. Our techs can now do digital inspections right from the field, and our team can easily track and source rental-ready equipment. On top of that, it’s made account management a breeze for our sales team with features that help plan site visits and schedule meetings.
A good ERP system helps you stay organized, work smarter, and ultimately, deliver better service—something every business owner should aim for.
Johnny and Marko Dragicevic, managing partners and brothers of CanLift Equipment Ltd.CanLift Equipment Ltd.
Rental: As we're about to start a new year, where do you see the future of rental going in 2025 and beyond?
Looking ahead, we see the rental industry really picking up, especially in the second half of 2025. With rate cuts continuing, and a growing need for more housing and infrastructure, we’ll see a lot more construction projects getting off the ground. This means higher demand for rental equipment and better rental rates across the board.
We’ve already noticed a big shift in our business, moving from residential projects to larger commercial ones. Plus, more and more companies are leaning toward renting equipment because it offers flexibility and saves on costs.
To keep up with the demand, we invested over $40 million in new equipment in 18 months. We also have 10 delivery trucks making sure rental gear gets to our customers. As the industry grows, I see this trend continuing—companies will keep choosing flexible solutions, and we’re ready to keep delivering.
Rental: If you won the lottery, what are the first two things you would do with your winnings?
Honestly, the first thing we’d probably do is nothing—at least right away. We’d want to take some time to reevaluate long-term goals, both personally and for the business. We think it’s important to make sure any big decisions align with what we really want for the future, instead of just jumping into spending. After that, we’d likely invest a portion back into the business to help it grow even further. But yeah, definitely would need to hit pause and think things through before making any big moves.
