Breaking Industry Barriers
“ We as women are given a unique perspective as well as an ability to see the world through empathetic yet analytic eyes.”
an ability to see the world through empathetic yet analytic eyes,” notes Lampson.“ By thoughtfully assessing each situation and making sound business decisions that are to the benefit of our families, our companies and our industry, we make ourselves an asset.”
Shelly Gayring
Director of Marketing at Select Crane Sales, Shelly Gayring, started her career in the crane and rigging industry in 2014, but has more than 20 years of experience in marketing and growth roles. Select Crane Sales is a full-service crane dealer that supports customers worldwide, handling new and used crane sales.
Gayring’ s start in the industry was not only a new challenge but also presented a completely new territory, with its own hurdles.
“ It’ s got a learning curve,” Gayring said.“ You earn credibility by taking the time to learn about the equipment and respecting the expertise of operators, lifter sales reps and technicians.”
For women entering the industry, Gayring emphasized that it is highly specialized. Candidates need to be able to hit the ground running, but also have the required training beforehand.
“ Even related backgrounds don’ t always translate one-to-one, because the equipment, safety expectations and jobsite realities are unique,” explained Gayring. To succeed in the industry,“ the most effective support is structured, practical training that defines clear entry points, on-the-job learning with experienced teams and clear growth pathways.”
With the right support and instruction, the right people can be developed. For Gayring, clear training, mentorship and advancement opportunities based on performance can help retain workforces and build stronger teams.
“ Women already play critical roles in keeping many companies running day to day, and I’ d like to see more intentional pathways into operational and leadership roles for the women who want to grow there,” Gayring concluded.
Becca Kroslak
Becca Kroslak has been in the industry for four and a half years, serving as director of marketing for Exact Crane & Equipment Corp, which specializes in comprehensive lifting solutions for a wide range of applications and is an authorized distributor for leading manufacturers, including Tadano, Manitex, Jekko and others.
Kroslak began her career in marketing, first driven by creativity, but was drawn into the industry by the people and, of course, the cranes.
According to Kroslak,“ getting to know customers is more than a job, it’ s about their livelihood, and we feel fortunate to be part of their story... The cranes, well, my coworkers joke that I could talk about cranes anytime, anywhere.”
“ When I first started, I thought I needed to learn every specification on every piece of equipment,” Kroslak explained. However, after some time in her position, she realizes understanding the customers’ business needs and job requirements are the most important details to focus on.
For Kroslak today,“ there will always be challenges, but understanding what a piece of equipment is used for and its limitations is important to me...
“ I sell crane attachments, and knowing what it can and cannot fit is important. Selling a customer the wrong attachment not only costs them money but downtime on their jobsite. As a woman, it is important to have integrity: being knowledgeable
about the product, but humble with what we know and honest about what we don’ t.”
In an industry that requires constant critical thinking and adaptability, Kroslak also believes that more women in leadership roles can provide different perspectives and experiences, encouraging open communication and improved collaboration on jobsites.
“ The unique qualities that women bring to the table have become prevalent, whether out in the field in an operator’ s chair, in the office running a business, on the road talking to customers and more, there are ample positions for women to help a company flourish,” said Kroslak.
Jennifer Gabel
“ If we’ re not counting wreaking havoc in my dad’ s office as a kid, I started helping with administrative work in the summers from the age of 13,” describes Jennifer Gabel, consultant for Bay Crane, when we asked how long she has been in the industry.“ He’ d bring me to jobsites, and I had two choices: sit in the car bored or get out and ask questions.”
However, she decided not to work in the industry right away.“ I wanted experience outside both my dad’ s shadow and the industry itself,” Gabel explains.
Aftering working in operations, finance, sales, planning and logistics, learning how to lead teams and broadening her perspective, Gabel bought the majority of what later became JK Crane, stepping in to leadership at the age of 30. She now works for Bay Crane, a crane rental and specialized transportation company.
“ What really kept me here is the people,” said Gabel.“ There’ s an authenticity in this industry that I deeply respect. Many of the individuals in crane and rigging are direct, hardworking and grounded.”
At the start of her career, Gabel recalls that age was as big a factor as gender,“ I focused on listening, learning and then demonstrating value through action. Over time, consistency speaks louder than titles … I’ ve found that confidence and preparation go a long way.”
While there are more women in the
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