Understanding the Challenge

The rental landscape has shifted dramatically. Streaming now drives content economics, with production focused on subscriber retention over individual project ROI. Budgets are tighter, gear cycles are shorter, and rental rates are under pressure — all while the traditional rental model has failed to keep pace.

At the same time, the industry is more global than ever. AI is reshaping workflows, and the creator economy has formed a fast-growing market that offers big upside for manufacturers — but almost none for rental houses.

Despite being the largest collective buyer of professional equipment, rental houses have lost their voice. The independent way in which we place orders — often fragmented by region and filtered through layers of resellers — means we lose the very leverage our scale should afford us.

In any industry, the largest buyer of equipment should be in a favorable position. But in ours, proximity gets in the way. We are either too close to another rental house to want to help a competitor, or too far to care or even know who they are. This fragmentation has weakened us all.

We don’t need to unify operations — we just need to unify around assets.