Ants De Vries – General Manager
Time at SGE: 2 Years
Ants’ journey in the Materials Handling Equipment (MHE) industry began straight out of school, with a Heavy Equipment Diesel Mechanic apprenticeship at Lees Industries in Papakura. After qualifying, he joined the Mobile Field Service Technician team — back in the days when communication meant RT radios and landlines.
His career then shifted into sales with Centra Forklifts (formerly Lees), before moving to AB Equipment as NZ Sales Manager for Toyota Industrial Equipment.
On a personal note, Ants’ connection with SG Equipment stretches back years through his friendship with Steve and Lornette Gordon. Over the odd Lion Red, the pair often joked about working together one day. A couple of years ago, the timing was finally right, and that casual chat turned into reality.
Stepping into Leadership
For Ants, becoming General Manager felt like a natural progression. From apprentice mechanic to sales and management, each step in his career built on the last. What’s driven him throughout is people — training, supporting, and sharing knowledge to help others grow while strengthening the industry.
His biggest lesson? Every customer and colleague is different. Success comes from listening carefully, understanding what matters most, and delivering the right solution.
Life as GM
Ask Ants about a “typical day” and you’ll get a laugh — because there isn’t one. What he does make sure of, though, is that his door is always open.
His priorities as GM are clear: support the talented SG Equipment team, encourage collaboration, and turn great ideas into practical action. The most rewarding part? Seeing satisfied staff and happy customers — “that’s why we come to work,” he says.
Leadership & Team
Ants leads by example. Having worked across many roles himself, he doesn’t ask anyone to do something he wouldn’t do. Building respect is key, and it’s that respect that drives the team forward.
What makes SG Equipment unique? In his words: “Home-grown, family and customer-orientated. Large enough to handle it all, small enough to care.”
During busy times, Ants encourages his team to act as if the business were their own — making decisions with accountability, pride, and the customer front of mind.
Values & Culture
Approachable, respectful, and hands-on — these are the values Ants leads by, and they mirror SG Equipment’s culture. A family-owned company that grew from grassroots, SG Equipment has built its success on loyalty, long service, and never losing sight of the personal side of doing business.
For Ants, what makes SGE a great place to work is simple: “Everyone here wants to be here, and wants to succeed. Our job is to create the environment for them to be their best.”
Customers & Industry
SG Equipment prides itself on being a “solution finder” for every MHE need — aftermarket, sales, rentals, service, and parts. Looking ahead, Ants sees sustainability as the key driver of change, with the industry shifting strongly toward Lithium-ion technology. SG Equipment’s role, he says, is to not just supply the technology but guide customers with clear, practical advice to ensure the solutions truly fit.
Looking Ahead
In challenging economic times, Ants’ focus is on looking after existing customers with the very best support, while continuing to grow and reinvest in the SG Equipment team.
His advice to aspiring leaders? “Be a strong communicator — but an even better listener. Respect your people, trust their skills, and use their talents wisely. You can’t do it alone.”
Quickfire Fun Round
- Go-to drink? Heineken (or a Lion Red)
- Phone call or email? Depends on the urgency
- One word for SG Equipment? FAMILY
- Forklift of choice? Diesel — always
- If not forklifts? A role in developing and mentoring people
- Where to find Ants outside work? Stuck in Auckland traffic… or watching/playing sport, preferably on the winning side!
