Taylor Leibel
More than a decade in sales has proven to be the perfect training ground for Taylor Leibel, the general manager of Big Joe Canada since 2024.
It has given him the opportunity to hone the art of business relationship building as he relocated and progressed, moving from city to city, working in markets both small and big.
He chats to Forkliftaction about lessons learned in sales, career transitions and about the opportunities and challenges he has faced in the Canadian market as the business continues to grow its presence in the region.
RC: You entered the world of materials handling straight out of university as a sales trainee. What initially drew you to the industry and to sales in particular?
TL: I didn’t grow up dreaming about a career in forklifts, but I was raised to value hard work and delivering great customer support. My family instilled the importance of work ethic, while my early job at a golf course taught me how trust and service create lasting relationships.
When I was finishing post-secondary, a mentor introduced me to the leadership team at a large Canadian equipment dealership. I saw an opportunity to combine that passion for customer service with a career in sales and heavy equipment, so I jumped in.
RC: Back at your 10-year industry milestone, you wrote on LinkedIn: ‘I’ve been in small markets no one wanted to be in, to now leading a sales team in the largest market in Canada, where the competition is fierce”. Which posed the bigger challenge: trying to grow in a small market or standing out in a highly competitive one?
TL: Both markets test you in different ways. In small markets, success is built on trust, and trust takes time. When you’re the new person, you have to prove you’re there for the long haul and that your customers’ interests come first.
Growing up in a small town, I thought that would come naturally, but I quickly learned that every community has its own dynamics.
In big markets, the pace is relentless. Early on, a prospective customer gave me advice I’ll never forget: “This market is full of sharks in a tiny kiddie pool. You have to decide if you’ll be a small shark or a big shark.” He was right. The competition is fierce. But even in that environment, relationships still matter. The difference is you have less time to earn them.
RC: In early 2024 you transitioned from regional sales manager at Leavitt Machinery to general manager at Big Joe Canada. What have been the most challenging and rewarding aspects of this transition?
TL: Stepping into a new role is always a leap. You want to make an impact quickly, but meaningful change takes time. There were plenty of nights wondering if the decisions I made would pay off.
Big Joe is a respected name with deep roots in the US, but in Canada we’re still writing the first chapters of our story. Building a brand while honouring its reputation has been both the challenge and the responsibility.
The reward? Seeing that story take shape. As the industry moves toward electrification, digitalisation and automation, being part of a brand that’s actively engaged in this transition has been incredibly fulfilling.
Taylor, watching on at the Big Joe Madison grand opening event in Wisconsin.
RC: Big Joe established Big Joe Canada in 2022, to strengthen its growth in the Canadian market. What do you see as some of the biggest drivers of success in this specific market?
TL: Canadian businesses are focused on three things: efficiency, reliability and safety. Whether it’s a small warehouse or national distribution network, they want solutions that reduce costs and boost productivity, but not at the expense of performance or safety. Every operation has unique demands, so products need to fit their environment and be backed by strong local support.
Success in Canada comes down to understanding each operation’s unique reality and pairing innovative equipment with strong dealer partnerships. When those two things align, everything else becomes easier.
RC: Big Joe Canada has a large dealer network which is continuing to grow. Drawing from your experience, what forms of support are most important to dealers in today’s materials handling landscape?
TL: Dealers are under pressure to deliver more value than ever. Customers expect cost savings, improved productivity, and safety. To do that, they need OEM partners who go beyond just supplying equipment, they need to support the whole ecosystem:
- strong product and sales support
- technical training
- responsive parts and warranty programs
- service support that helps them succeed locally
But above all, they want a partnership. Dealers don’t want to feel like a distribution channel; they want to feel like a collaborator.
When the relationship is built on transparency and trust, everyone wins: the OEM, the dealer, and ultimately the customer.
RC: Heading into 2026, what challenges and opportunities do you see in Canada’s materials handling market, and what immediate concerns must providers address for their customers?
TL: Canadian businesses are rethinking how they operate and who they partner with. This creates pressure to cut costs and improve efficiency, which inevitably flows to dealers and OEMs.
The challenge is clear: deliver more value in a market that’s tightening its belt.
But that’s also the opportunity. Forklifts don’t directly generate revenue, but they move the products that do. If we can help customers move those products faster, safer, and more efficiently, we’re not just supplying equipment, we’re helping them make money. That’s where the real partnership begins.
Even in his downtime forklifts are a preoccupation. Here Taylor snaps a photo with a Manitou MLT telehandler while exploring Scotland
RC: On a personal note, you have relocated for work a number of times throughout your career. What are your top tips for settling into a new community, and a new workplace?
TL: I’ve been called a bit of a suitcase more than once…since I’ve packed up and moved enough times to earn it.
My best advice? Dive in headfirst. Don’t wait for the community to come to you, go find it. Join a sports team, volunteer, explore local events. Whatever fits your interests. If you spend weekends waiting for Monday, you’ll never feel at home.
The same goes for your workplace. Build connections early, get to know people, share your story, and be curious about theirs. Some of my strongest friendships started at work, and that only happens when you put yourself out there.
RC: Your materials handling journey in five words or less – go!
TL: Relationships, resilience, results, repeat.