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SmartEquip was founded in March 2000 and has been privately financed by leaders of the construction equipment industry, as well as with venture capital.
  Bryan Rich Chairman & Chief Executive Officer
  Alexander Schuessler, Ph.D.

Executive Vice Chairman & Company Founder;
President, International Group

  Fernando Pinera Chief Operating Officer
  John Caskey, Jr. Executive Vice President, Business Development
  Jed Kalkstein Chief Financial Officer
  Erik Reinholm Chief Technology Officer
  Michael Holland Executive Vice President, Product Management

Bryan Rich
Chairman & Chief Executive Officer

Mr. Rich was the former Executive Vice Chairman of Sunbelt Rentals Inc., following Sunbelt’s acquisition of NationsRent Companies Inc.  He previously served as Co-Chairman and Executive Director of NationsRent Companies, Inc., from June 2003 until September 2006, after co-leading a buyout of the bankrupt company with a Boston-based investor group in 2003.

Mr. Rich was the majority stockholder and President/CEO of Logan Equipment, Corp., for over 15 years, before he sold the company to NationsRent Inc. where he became its Senior Vice President of the Northeast Region until his departure in November of 2000.   He then co-founded Commonwealth National Bank, a commercial bank, located in Worcester Massachusetts, until it merged with United Bank of Springfield Ma. He was the lead negotiator for the merger, a member of the board of directors, and served on their executive committee.

Mr. Rich has been an active advisor within the equipment rental industry, most notably for JLG Industries, a division of Oshkosh Corporation, the world’s leading designer and manufacturer of access lift equipment, and for SmartEquip Inc.  Since 2002 he has been a special advisor to the MacNeill Engineering Board of Directors, the world leader in sport cleat technology, under the “Champ” brand name.

Over the last 25 years, Mr. Rich has owned and operated numerous commercial businesses, in a variety of industries, including the medical and electronic security sector. Mr. Rich is the president of two commercial real-estate holding and development companies operating primarily in the Northeast.

Mr. Rich is the former president of the New England Equipment Dealers Association (NEEDI), served on various Associated Equipment Distributors (AED) boards and the former JLG Industries and TRAK International dealer advisory councils. He is currently the President of the Ocean II Condo Association in Sunny Isles, Florida, where he resides. Mr. Rich is a graduate of Boston College where he received his Bachelor of Science degree in Operations Management.

Alexander Schuessler, Ph.D.
Executive Vice Chairman & Company Founder;
President, International Group

Dr. Schuessler founded SmartEquip in 2000 and, for the first 10 years, served as the company's Chairman and CEO. During this time he raised both private and venture capital to grow the company to its present size. In 2012 he took responsibility for heading up SmartEquip's international expansion, now serving as President of the company's international group, while also remaining involved in defining the overall strategic direction.

In 2005 Dr. Schuessler was named by Rental Equipment Register (RER), alongside the CEOs of Hertz, United Rentals, NationsRent, The Home Depot, and Volvo, as one of the “Top 10 People Who are Impacting the Rental Industry.” He is frequently featured in the industry press, in both North America and Europe. Schuessler also serves as a member of the European Rental Association's Equipment Technology Committee.

Prior to founding SmartEquip, Dr. Schuessler was Co-Founder and Senior Partner of Script International (formerly Caterpillar Rental Services Network Inc.), a company that coordinated the start-up of over 80 separate equipment rental operations for Caterpillar in 45 countries across the world. He played a central role in Script's business development and strategic planning efforts, co-developed interactive software applications for the financial modeling and simulation of equipment businesses, and led the company's technology efforts.

Dr. Schuessler is an economist and received his Ph.D. from Harvard University, and his B.A. and M.A. from Cambridge University in the UK. He has lived in numerous countries across Europe, Asia, and North America. In the mid-1990s he was a professor at New York University, where he also served as the Director of the Politics Data Center – a research facility he designed and founded in 1994. His academic research was funded by the National Science Foundation, and in 2000 he published an influential book on “expressively motivated” voting and mass consumer behavior, as well as several articles on advanced statistical data research methods, published by the US National Academy of Science.

Fernando Pinera
Chief Operating Officer

Prior to joining the Company as COO in 2010, Mr. Pinera served as the Director & President of Atlas Traffic Management Systems, LLC, a once-leading Department of Transportation specialty contractor that had been acquired by a private equity firm.
Mr. Pinera’s career began as Controller of Neff Rental, Inc. where he was part of the management team, building the company from 1 location to 26 locations covering the Southeast, Central and Southwest parts of the USA.  He then served as Controller to General Rental, Inc., until NationsRent, Inc. acquired the company.
Much of Mr. Pinera’s career development occurred within his 8 years at NationsRent.  As Assistant Controller of Business Integration, he managed and directed a team tasked with the complete integration of 52 acquisitions.  As VP of Operations and Finance, he subsequently was directly responsible for all operational reporting, while also overseeing the company’s process improvement and practice teams, integrating and converting more than 50 legacy systems to a common operating platform.  He and his team reorganized the company’s applications development department, creating an operationally experienced team, while removing substantial cost.  And as Vice President of Fleet and Asset Management, Mr. Pinera managed and directed sourcing, disposition, and financial performance of over $1 billion of construction rental equipment.

John Caskey, Jr.
Executive Vice President, Business Development

Prior to joining SmartEquip's Executive Team and serving on the company's Board of Directors, Mr. Caskey was a founding partner with Dr. Schuessler at Script, where Mr. Caskey also served as President. Script served Caterpillar in creating 85 equipment rental locations in more than 45 countries.

Mr. Caskey received his education at General Motors Institute and Florida State University. He subsequently left GM to develop an equipment sales and rental business located in Southwest Florida, which he owned and operated for twenty-five years. His companies have been franchised dealers and/or distributors for several major equipment manufacturers, and he personally has served as a member of a number of dealer advisory boards.

He has been a featured speaker for both the American Rental Association and the Associated Equipment Distributors organizations. In addition, Mr. Caskey has served as a board member for a well-known regional bank, serving on both the audit and loan committees.

Jed Kalkstein
Chief Financial Officer

Mr. Kalkstein joined the Company as CFO in February 2010. He possesses a diverse background that includes operating roles in executive management of startup and growth stage companies, turnarounds, and venture capital investing and has participated on several corporate and non-profit boards of directors.

Prior to joining SmartEquip, Mr. Kalkstein was a consultant offering a range of finance and operations support to growing companies. He served in a CFO role with Perimeter Internetworking Corporation, an IT software-as-a-service firm that provided security services to small and medium sized businesses and financial institutions. In that role, as a member of the five-person senior management team, he was responsible for investor communications, HR, legal affairs, contract negotiations, acquisitions, finance and accounting.

Mr. Kalkstein was a partner at Connecticut Innovations, Inc., a state-affiliated venture capital fund. Prior to Connecticut Innovations, he was a strategic consulting and corporate development professional at Arch Chemicals and served three years as a political appointee at the U.S. Department of Justice in both the policy and legislative affairs offices. Mr. Kalkstein graduated with honors from Hobart College and received a BA in Philosophy and Political Science and holds an MBA from the School of Management at Yale University.

Erik Reinholm
Chief Technology Officer
Erik Reinholm has almost 30 years experience in all phases of the system development life cycle for both Internet and large-scale client/server systems. Most recently he served as Vice President of Technology at iExchange.com, the leading Internet community for non-professional stock research, founded by Kleiner, Perkins/Idealab/Capital Z Partners. He was a Principal with Computer Sciences Corporation (CSC), where he developed Internet-based architectures for companies such as Hughes Aerospace and Defense, and AutoDesk, the fifth-largest PC software maker for desktop systems utilized in computer-aided design (CAD). Mr. Reinholm helped to architect the re-implementation of Charles Schwab & Co.'s client server information systems, as well as developing a five-year technology migration plan to implement a fully distributed computing platform.

As a technology leader, Mr. Reinholm has command of a wide array of operating environments (including UNIX, Linux, Windows NT, NeXTStep, WebLogic, Apache, etc.), Languages (C, C++, Java (J2EE EJP),etc.), Databases (Oracle, Sybase, Informix, Ingress, Unify, Omnis, 4D) and special technologies (including DCE, AFS, PTC Windchill, Teknowledge, ART, Nexpert Object, XVT, Data Views, LabVIEW, Action, SuperCard, and HyperCard). Mr. Reinholm received his BS and MS in Computer Science from Stanford University.

Michael Holland
Senior Vice President, Product Management

Mr. Holland is a 15 year Internet software industry veteran, having started building Internet sites at Cornell in 1993. He has served on management teams for several high-growth Internet platform companies that were both public and privately held. His leadership experience extends across product management, project management, operations, marketing and sales.

Mr. Holland came to SmartEquip from Oberon Media where he led the product team during the company’s growth from 50 people to 400. He led the leading ecommerce and content platform for casual games used by industry giants including MSN, Comcast, France Telcom and more than 100 others. Prior to Oberon Mr. Holland led product management for DirectAdvice, a financial planning company bought by Mellon Bank, and for Infonautics, an early pioneer in search technology and subscription research services. Mr. Holland holds a BA from Cornell University where he has been a frequent guest lecturer on startups, and holds an MBA from Duke’s Fuqua School of Business.


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