25 Years of Peer Group Stories: Steve Webb and Target Rental

An Unexpected Start in the Rental Industry

Steve’s path into equipment rental began when he was just 18 years old and managing a tire and lube shop at Walmart. One evening, he went out of his way to help a customer whose car had broken down. That customer happened to be the general manager of a Bobcat dealership—and he was impressed enough with Steve’s attitude and work ethic to offer him a job.

That opportunity eventually led Steve to Target Rental in 2007. He started in the wash bay and worked his way through nearly every part of the business, including roles as a mechanic, operations manager, fleet manager, and outside salesperson before ultimately becoming general manager.

Throughout that journey, Target Rental owner Jim Duke played an important role in Steve’s development. Jim saw potential in him and made sure Steve was exposed to opportunities that could help him grow, including peer groups, leadership training, and greater responsibility within the company.

Today, Steve is doing the same thing for the next generation.

Building Leaders From Within

Steve believes one of the best ways to retain good employees is to give them a reason to see a future with the company. That means more than compensation or benefits. Employees need to feel connected, respected, challenged, and able to see where their careers can go.

At Target Rental, mentorship isn't reserved for managers. Leaders are encouraged to identify potential throughout the organization, share their knowledge, and give employees opportunities to take on new responsibilities. Training and development are treated as investments in the future of both the employee and the business.

Steve’s own career is proof that this approach can work. Someone working in the wash bay today could eventually become a department manager—or even the company’s next general manager—if leadership recognizes that potential and helps develop it.

Creating Accountability and Transparency

Target Rental has strengthened that culture through its implementation of the Entrepreneurial Operating System (EOS). Using principles from Traction by Gino Wickman, the company has created clearer expectations, stronger accountability, and more consistent communication throughout the organization.

Company values are clearly defined, employees are evaluated on both cultural and role fit, and tools such as the People Analyzer and GWC—Get it, Want it, Capacity to do it—help leaders make better decisions about putting people in the right seats.

Transparency is another important piece. Target Rental shares financial and performance information throughout the company, including with employees working at entry-level positions. Rather than keeping employees disconnected from the numbers, Steve wants them to understand how the business works and how their individual roles contribute to its success.

Those conversations can also reveal future leaders. The employee who starts asking thoughtful questions about revenue, expenses, customers, or operations may be showing that they are ready for something more.

Passing Along the Opportunity

As Target Rental looks toward future growth, Steve remains focused on expanding in a way that makes sense for the company, its market, and its people. Operating in rural Colorado creates unique opportunities and challenges, making disciplined and sustainable growth especially important.

But the philosophy behind that growth remains straightforward: invest in people and give them opportunities to grow.

Jim Duke did that for Steve. Now Steve is doing it for others.

That cycle of mentorship may be one of the most powerful lessons from Target Rental’s story. Strong companies don't simply hire leaders—they develop them. They identify potential early, create opportunities, share knowledge, and give people a clear path toward greater responsibility.

Steve Webb started in the wash bay. Today, he leads the company as general manager. His journey is a reminder of what can happen when someone sees potential in an employee and takes the time to develop it.