Hy-Brid Lifts appoints new CEO

By Euan Youdale02 December 2021

Hy-Brid Lifts, by Custom Equipment, has appointed Jay Sugar as its new president and CEO.

Sugar brings over 20 years of industrial manufacturing experience to the organisation and will lead the overall direction and strategy of the company.

Jay Sugar Jay Sugar, Hy-Brid Lifts’ new president and CEO

“We are extremely pleased to welcome Jay Sugar back to Custom Equipment, now in the role of president and CEO,” said Steve Ellis, Custom Equipment chairman of the board. “Jay is an accomplished leader and with his background in both engineering and operations, Jay brings a wide skill set to drive Custom Equipment forward in value creation and performance.”

Sugar’s career began on the shop floor where he went on to develop several start-ups into multi-million-dollar enterprises, holding positions such as general manager, VP of operations, VP of industrial sales and executive VP across engineering, supply chain, finance, and sales. He eventually joined the Custom Equipment team for a brief stint in 2019 to implement a new plant layout at the company’s headquarters in Richfield, Wisconsin. 

Ellis added that Sugar possesses a strategic knack allowing him to sell into dealer networks, infiltrate new vertical markets and realise company goals. “Not only does his analytical approach optimize resources and business systems, but his expertise helps companies pivot to meet future growth opportunities.”

Sugar said he was looking forward to working with the strong leadership team at Custom Equipment again to help position the company for future growth. “Strategically expanding our product offerings and introducing new products will reinforce our commitment to implementing customer feedback and increase market share.”

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