Steve Gordon – Founder & Managing Director
Steve grew up in Lower Hutt and left school in the early 80s to begin his career as a diesel mechanic. He worked on Fiat Trucks, Lees Forklifts, and Kubota Tractors, honing his skills on the tools before taking a major leap into business ownership.
In 1987, after navigating a rocky year for his father’s business in Auckland, Steve saw an opportunity to pick up the pieces and “get on with life” — and from that moment, SG Equipment Yale Forklifts NZ was born.
One of his earliest and proudest milestones came in the early 90s when he secured the Yale Forklift franchise for New Zealand — a turning point that set the foundation for decades of success.
The early years weren’t without challenges. “Being a one-man band while trying to mingle with the big boys was the hardest part,” Steve recalls.
Some of the first people who helped shape SG Equipment Yale Forklifts NZ remain lifelong friends: Colin Hughes, Gerald Ngare, Brice Morgan, Warren Kitney, Dennis Rose, Kevin Burton, Lloyd Williams, and Greg Williams, Chris Hanes (Snr) and the late Ted Lees and Ron Gordon.
Steve admits he never imagined SG Equipment Yale Forklifts NZ would grow as big or as successful as it has become today.
SG Equipment Yale Forklifts NZ Today
In Steve’s own words: “We are family first — we work hard, and we play hard.” What sets SG Equipment Yale Forklifts NZ apart? It’s the personal edge, innovation, and passion that runs through everything they do. Even in challenging times, Steve ensures the business stays true to its word: “We just do what we say.”
Leadership & Company Culture
Steve describes his leadership style with a laugh: “Next question, haha!” He’s not corporate — he simply gets up each day ready to face challenges head-on. “When things get tough, it’s how we deal with it that matters.”
He credits a quality, engineered product like Yale and good industry people as key to SG Equipment Yale Forklifts NZ’s success. And while keeping the “family feel” in a national business can be a challenge, Steve believes it comes down to one thing: “The people make the business feel like family.”
Customer & Industry Focus
Over 40 years in the industry has given Steve a front-row seat to huge changes — and a major challenge he sees today is the flood of forklifts entering NZ without proper product support. What do customers value most? The personal service: “One phone call fixes it all.” Over the years, SG Equipment Yale Forklifts NZ has collected countless success stories and built relationships with wonderful people along the way.
Growth & Innovation
Steve is proud that SG Equipment Yale Forklifts NZ offers a true one-stop shop — selling, servicing, hiring, transporting, painting equipment, and even offering driver training. Looking ahead, he admits the road may be tough with the current business climate, but the plan is simple: “Keep doing what we do and keep our noses clean.” Sustainability and technology will continue to play a role in evolving their offering.
Looking Ahead
Steve’s vision for the next 5–10 years is to take the business to the next level through acquisitions across the country.
His advice to his younger self? “I have no regrets — life has been very good to me and my family.”
Drink of choice? Gin & tonic… or a big bottle of Lion Red!
The legacy he hopes to leave? “Stay humble, proud, and passionate.”
