25 Years of Peer Group Stories: Avery DuBose
This article's content originated on Peer Talk podcast ep. 28 from December of 2021
Navigating Growth and Leadership in Rental and Dealership Business
In the world of equipment rental and dealership, balancing distribution with rental operations is a complex but rewarding challenge. Business growth, whether through organic expansion or acquisition requires a clear strategy, accountability, and strong leadership. In this chapter, we explore the journey of Avery DuBose, Vice President of Rental Guys, as he shares insights on managing a growing business, implementing the Entrepreneurial Operating System (EOS), and handling the dynamics of rental versus dealership activity.
The Journey into Rental Business
Avery DuBose grew up in the rental industry. His grandfather was in the business, and his father, Alex, has led Rental Guys for over two decades. From a young age, Avery was immersed in day-to-day operations, learning everything from sweeping the mechanics bay to managing the rental counter.
“I’ve really been in the industry since before I was born,” Avery explains. “It’s been more of a lifestyle than a career choice.”
He officially entered full-time in 2019, shortly after the devastating Camp Fire in California, which destroyed businesses and homes in the community. The crisis forced Rental Guys to adapt quickly and cemented Avery’s role in the company’s leadership.
Balancing Rental and Dealership Operations
Rental Guys operates across multiple locations in Northern California and Nevada. While the dealership activity is concentrated in Chico, Redding, Eureka, and Grass Valley, rental operations span 11 locations, from Sacramento to the Oregon border.
“Rental is my main focus, while my dad oversees the dealership,” Avery explains. “We’ve structured it this way to ensure that both divisions receive the attention they need.”
The dealership side, representing brands like Bobcat and Doosan, requires a different approach to rental. With exclusive territories and manufacturer agreements, managing dealership operations comes with specific constraints. Rental, on the other hand, involves fleet utilization, customer service, and logistics on a larger scale.
Implementing EOS: Accountability and Ownership
To streamline operations, Rental Guys adopted the Entrepreneurial Operating System (EOS), a framework from the book Traction by Gino Wickman. EOS provides a structured approach to leadership, defining roles and responsibilities within the organization.
“In EOS, ownership is key,” Avery says. “We used to have everyone doing everything, which meant that nothing really got done. Now, each person owns specific tasks, and no two people share a ‘rock’ (a key objective for the quarter).”
Under EOS, the company holds weekly Level 10 (L10) meetings, tracks key performance indicators (KPIs), and assigns ‘to-dos’ to individuals responsible for various projects. This approach ensures clarity and accountability.
Metrics That Drive Success
Avery emphasizes the importance of data-driven decision-making. “One of the metrics I obsess over is physical utilization,” he explains. “If a piece of equipment isn’t being utilized, it’s either broken, off-rent, or not in demand.”
Other essential KPIs include:
Fleet on Rent – The total percentage of rental assets currently on rent.
Open Contracts Per Day – A daily snapshot of active rental agreements.
Sales Performance – Tracking revenue across locations.
Utilizing analytics tools like Rouse Analytics helps Rental Guys make informed business decisions and identify trends across locations.
Growth Through Acquisition and Organic Expansion
In addition to organic growth, Rental Guys has expanded through acquisitions. “Acquiring an existing business brings instant market share, a customer base, and fleet availability,” Avery notes. “It also means taking on new challenges, from integrating employees to aligning operations with our company culture.”
Despite the complexities, acquisitions have fueled Rental Guys’ rapid expansion. “We analyze data to differentiate between organic growth and growth through acquisition. Both are valuable, but they require different strategies.”
Challenges and the Future of Rental
Looking ahead, Avery acknowledges the industry’s ongoing challenges, from supply chain disruptions to staffing shortages. “Finding skilled mechanics and service personnel is one of the toughest parts of the business,” he says. “We’re fortunate to have a strong core team, but we’re always looking for the right people to fit into our organization.”
Rental Guys continues to invest in relationships with vendors, ensuring access to the best equipment and service. “Goodwill and strong partnerships help us navigate industry challenges and maintain a steady supply of fleet and parts,” Avery explains.
Rental Guys’ evolution from a family-run business to a multi-location enterprise demonstrates the impact of structured leadership, strategic growth, and accountability. Avery’s journey highlights the importance of clearly defined roles, data-driven decision-making, and the ability to adapt as the rental and dealership landscape changes.
As the industry continues to evolve, businesses that embrace disciplined growth—through systems like EOS, strategic acquisitions, operational efficiencies, and strong performance metrics—will be best positioned for long-term success. By combining organic growth with a clear strategy and a culture of accountability, Rental Guys offers a strong example of how rental businesses can scale while building a sustainable foundation for the future.