Greg Williams – General Manager, Forklift Rental & Leasing
Time at SG Equipment: 19 Years
Greg’s career in the materials handling industry began “many moons ago” when he started as a forklift mechanic. From there, he gradually shifted into the hire side of the business, gaining valuable experience across different areas before ultimately joining FRL.
What first drew him in was a desire to take on something new, moving from working on trucks and cars into forklifts, and what kept him in the industry was a natural progression from the tools into leadership. A defining moment along the way was a phone call he received while living overseas, inviting him to return home and work for a former boss at another forklift company. That call helped shape the path that led him to FRL today.
For Greg, there’s no such thing as a “typical” day as General Manager — every day brings new challenges and opportunities. His top priority is always customer satisfaction, and the most rewarding part of his role is solving issues for customers and delivering outcomes that matter.
Leadership & Team
Greg describes his leadership style as “old school — without over complicating things.” He values clear communication and supports his team by backing their decisions. What makes FRL’s team unique in his eyes is their small size, which allows everyone to be hands-on and fully engaged in the work.
Greg brings a straightforward, hard-working ethos to his role, which aligns closely with SGE’s values of trust, reliability, and keeping things simple. He believes SGE is a great place to work because of the passion within the team and the culture of rolling up sleeves to get the job done.
When it comes to customers, Greg believes they value FRL’s accuracy, communication, and delivery above all else. Beyond providing equipment, FRL offers a personal approach to solving customers’ materials handling needs.
Looking ahead, Greg acknowledges the economic challenges facing businesses but is confident that FRL will “ride the wave and come out the other end better off.”
Greg takes pride in the improvements and innovations FRL continues to adopt, particularly around how technology supports growth and service delivery. Looking to the future, he sees SGE expanding steadily over the next 5–10 years while staying true to its values of simplicity and service.
In the year ahead, Greg’s personal goals as GM are clear: “make money & save money.” His advice for anyone aspiring to leadership in this industry is simple but effective: “Work hard, listen, and don’t take criticism personally.”
The legacy Greg hopes to leave at SGE is one of strong work ethic and keeping things simple so that everyone can understand and succeed.
Quickfire Fun Round
- Coffee or tea? Coffee
- Early bird or night owl? Both
- One word to describe the SGE team? Passionate
- Favourite part of your day as GM? “It’s a bonus every morning you wake up.”
- If you weren’t in this industry, what career path might you have taken? Something in Rugby League
