Recorded live at the 2026 ARA Show in Orlando by Michael Larsen, this episode brings together industry leaders Josh Nickell and Elliot Vigil for a high-level, no-holds-barred conversation on the future of equipment rental.

As the industry enters a new era defined by tighter margins, rising costs, and increasing competition, Josh and Elliot challenge operators to rethink what truly drives long-term success. From identifying the non-negotiable metrics that matter most like fleet utilization, contract length, and team engagement to navigating the balance between tradition and innovation, this episode is a masterclass in strategic thinking.