Custom Equipment, manufacturer of Hy-Brid Lifts, has hired Norman Waterman as its northeast U.S. territory manager. Waterman is focusing on bringing the company’s lightweight low-level scissorlifts to more rental centers and contractors in the area.

“Norman has a visceral understanding of the construction rental landscape and he knows what customers need to be successful,” said Dan Schneider, Custom Equipment LLC vice president of sales. “We’re looking forward to seeing him champion our products.”

Waterman has more than 20 years of construction sales experience, including five years with National Equipment Services (NES Rentals). Before joining Custom Equipment, he was rental sales manager at Kinsley Power Systems, where he doubled the company’s revenue in two years, Custom said.

“There’s a specific challenge that comes with selling Hy-Brid lifts and that’s the challenge of helping customers truly understand the value these lifts can add to jobsites versus the go-to 19-footers and the heavier and lower-capacity mast lifts,” Waterman said. “I look forward to helping contractors experience a product I truly believe in.”