25 Years of Peer Group Stories: Steve Mau
This article's content originated on Peer Talk podcast ep. 26 from August of 2021
Chapter: Growing Through Community Engagement - The Brainerd General Rental Story
When Steve Mau moved his family from the bustling corporate world of Chicago to the quieter landscapes of Baxter, Minnesota in 2002, he was stepping into an entirely unfamiliar industry—equipment rental. With no prior experience in rentals or heavy equipment, Steve saw Brainerd General Rental as an opportunity to build something meaningful, not just for his family, but for the community around him. Over the next two decades, his approach to business—rooted in relationships, community engagement, and data-driven decision-making—would turn a small rental operation into a multi-million-dollar enterprise.
A Bold Leap into Rental
Steve’s career prior to rental was deeply entrenched in sales, business development, and corporate strategy at Dean Foods. When the company relocated to Dallas, he and his wife Maureen saw it as a moment to reimagine their future. They sought a rural setting in Minnesota, where they could raise their three children and invest in a business that would become a lasting part of the local economy.
Brainerd General Rental, then generating just $380,000 in annual revenue, was run in a traditional, manual manner.
Transactions were logged by hand, contracts were written manually, and there was minimal data analysis. But Steve saw potential. His vision was to modernize operations, foster strong customer relationships, and create a brand that was deeply embedded in the community.
Investing in Growth & Technology
The first order of business was to modernize the operation. Steve introduced rental management software to track data and measure equipment utilization. He expanded the product line, adding aerial lifts, skid loaders, and excavators—key items that customers demanded. He also strengthened the company’s marketing efforts by focusing on relationship-driven outreach rather than just traditional advertising.
"A lot of rental businesses operated on gut feel," Steve explains. "We started using data to drive decisions, understanding what customers actually needed, when they needed it, and how we could better serve them."
Through better data analysis and relationship-building with local contractors and DIYers, the business grew tenfold. By 2021, Brainerd General Rental surpassed $3.1 million in revenue.
Community Engagement as a Business Strategy
Steve’s success wasn’t solely about equipment and data. A crucial piece of his business model was giving back. He recognized that businesses thrive when they are woven into the fabric of their local communities.
"Customers don’t just do business with you because of price or convenience," Steve says. "They do business with companies that align with their values and support the community."
One of Brainerd General Rental’s most impactful initiatives is "Rent to the Max." This program partners with local nonprofits, dedicating a week of fundraising and awareness to their cause. During that week, the staff wear branded shirts from the chosen nonprofit, and the company matches up to $2,500 in customer donations. Past partnerships have included Habitat for Humanity, mental health initiatives, and crisis pregnancy centers. The company also provides free billboard space to local nonprofits to amplify their mission.
"It's not just about writing a check," Steve explains. "It’s about building awareness and getting the community involved. When our customers walk in and ask about the nonprofit, we’re supporting that week, conversations start that go beyond business."
Lessons in Leadership & Industry Involvement
Beyond local involvement, Steve has taken an active role in the rental industry. As a key figure in the American Rental Association (ARA) and an upcoming ARA President, he has dedicated time to mentoring other rental business owners, advocating for the industry, and sharing best practices.
"Being part of national and regional industry groups has been invaluable," Steve says. "You get exposed to new ideas, build a strong peer network, and gain insights that help you improve your own operations."
Looking Ahead: The Next 10 Years
With a brand-new facility on five acres, a thriving business, and his son actively involved in operations, Steve is preparing for the next phase—succession planning.
"The rental industry is evolving rapidly," he notes. "Technology is changing the way customers engage with us, and we have to continue adapting. Our focus is on making sure the next generation is prepared to take over and keep Brainerd General Rental a trusted name in our community."
As for advice to up-and-coming business owners? Steve encourages them to get involved—both in their industries and in their local communities.
"You don’t just run a business; you build relationships. Engage with your community, be a resource, and find ways to give back. That’s how you create a business that lasts."
Steve Mau’s story is a testament to the power of relationship-driven business. What started as an unfamiliar industry quickly became a thriving business through innovation, customer engagement, and a genuine commitment to the people of Baxter, Minnesota. His journey proves that when businesses invest in their communities, the community, in turn, invests in them.