Rich Walker

The Art of Evolution: How Rich Walker Built Discount Equipment by Anticipating the Next Shift

Rich Walker, President of Discount Equipment, has never been one to wait for the industry to catch up. For Walker, business isn’t just about maintaining the status quo; it is about the relentless pursuit of “what’s next.”

From Turnaround to Tech Pioneer

Walker’s journey began in 1990 in the trenches of the construction equipment industry. By 1995, he had transitioned from a sales representative to a partner in a struggling five-location operation. With a vision to restructure and grow, he bought out his partners by 2000, turning the company into a robust retail operation.

However, his most defining move came long before the digital age dominated construction. In 2004, believing that high-ticket equipment could be sold online, Walker launched Discount-Equipment.com.

“Within six months, demand far exceeded expectations. That was the moment I knew the business would work. Customers were ready to buy high-ticket equipment online if the value and trust were there.”

Surviving the Storm

The 2008 financial collapse provided the ultimate test. With millions in inventory sitting idle, Walker didn’t panic; he pivoted. The company shifted its focus to smaller contractors and homeowners, restructuring the team to capture local rental demand via the web.

As the market recovered in 2012, Walker anticipated another shift: contractors would repair rather than replace. He expanded into used equipment and parts, a move that eventually made parts sales the largest division of the company.

Strategic Partnership & The Future

Scaling a business through such distinct phases requires more than just grit; it requires financial agility. Working with Banesco USA, Walker secured the flexible financing needed to expand into new markets like Texas, Oklahoma, and New Mexico without overextending.

Today, motivated by the challenge of solving problems and building new divisions, Walker looks toward a future defined by AI and consolidation.

His advice to his younger self remains relevant to any entrepreneur navigating change: “Learn from people who have already been through it… lean more on experienced operators and mentors instead of learning everything the hard way.”