25 Years of Peer Group Stories: Jerry Kortesmaki

The Power of Peer Collaboration in the Rental Industry

Building Stronger Businesses Together

One of the most valuable lessons learned in the rental industry is that working together often yields better results than competing aggressively. While competition exists, many business owners have found that collaboration strengthens their businesses, providing access to shared knowledge, improved resources, and industry advancements. 

Jerry Kortesmaki, owner of London Road Rental Center in Duluth, Minnesota, embodies this philosophy. With nearly four decades in the industry, Jerry has experienced firsthand the benefits of being active in industry associations and peer groups. His journey began in 1981 as a mechanic in a rental company in Arizona. Over time, he moved back to Duluth, working at Taylor Rental before starting his own business when the building became available. His growth story is a testament to perseverance and strategic networking.

The Role of Industry Associations

Jerry’s engagement with the American Rental Association (ARA) and the ARA of Minnesota has played a pivotal role in his success. He credits these associations with providing critical insights, networking opportunities, and advocacy efforts that have benefited his business and the industry as a whole. 

"You're totally learning from your peers," Jerry explains. "When sales reps call on home builders, they're competing with each other. But when they call on rental stores, they're working with each other. We’ve learned that we’re better businesses when we work together than when we compete hard against each other." 

This collaborative mindset extends beyond industry events. Regular communication among rental business owners, whether through regional ARA groups, online forums, or peer executive groups—allows them to share best practices, navigate challenges, and advocate for the industry’s needs. 

The Importance of Networking and Advocacy 

One of the most significant contributions of the ARA has been its advocacy efforts. Jerry recalls being actively involved in the push to make Section 179 permanent, a tax incentive that allows businesses to deduct the cost of certain equipment purchases. He testified before Congress and worked closely with government affairs representatives to support this initiative. 

"The reality is, if you don’t get involved, you’re leaving decisions about your industry up to people who may not understand its importance," Jerry emphasizes. 

During the COVID-19 pandemic, the ARA played a crucial role in ensuring that rental businesses were classified as essential. Many rental companies relied on industry associations to confirm their ability to remain open and provide critical equipment, such as hospital tents and sanitation stations. 

Developing Talent and Certification Programs 

In addition to networking and advocacy, industry associations provide valuable training and certification programs. The Certified Event Rental Professional (CERP) program has been a game-changer for event rental businesses, offering structured training and recognition for skilled professionals. Efforts are also underway to expand certification programs for equipment rental businesses, ensuring that employees receive proper training in safety and operations. 

Furthermore, ARA is actively exploring association health plans, which could provide small businesses with more affordable healthcare options. "Health insurance is a massive expense for small businesses," Jerry notes. "If we can get better options through the association, it would be a game-changer." 

Peer Groups: A Support System for Business Owners 

Beyond associations, peer groups provide an invaluable support system for rental business owners. These groups facilitate knowledge sharing and offer benchmarking data that can help businesses make informed decisions. Jerry joined a peer executive group 10 years ago and considers it one of the best decisions he ever made. 

"If I had joined sooner, I believe I would have retired earlier or at least been a more profitable business owner," he admits. "The insights I’ve gained, the numbers we benchmark, and the candid discussions we have about challenges and opportunities have been instrumental in shaping my business." 

Peer groups also help businesses stay ahead of industry trends, from emerging technologies to new customer service strategies. Regular Zoom meetings and group chats allow members to discuss real-time issues and brainstorm solutions, fostering a collaborative environment that extends beyond formal meetings. 

Looking Ahead: The Future of Collaboration 

As the rental industry continues to evolve, the importance of collaboration will only grow. With advancements in technology, shifting market demands, and regulatory changes, businesses that engage with their peers will be better positioned for long-term success. 

"We all bump our heads," Jerry says. "But if your neighbor bumps his headfirst, he just taught you where that low spot was—so don’t hit it again." 

By participating in industry associations, engaging in advocacy efforts, developing talent, and leveraging peer networks, rental business owners can create a stronger, more resilient industry. The future belongs to those who collaborate, adapt, and support each other along the way.