Ann Hofmans

This month marks the 20th anniversary of Forkliftaction Media, and it seems appropriate to find out more about CEO Ann Hofmans.

FLA: What has been your biggest achievement at Forkliftaction?
AH: I think that our team can be proud about the longevity of our online platform. When we developed a strategy back in 2000, we made it our mission to align its offering with the needs of our industry. You don't read much about this any more, but there was something like a "dot-com bubble" in the early 2000s when big money was invested in dot-com companies which built sophisticated e-commerce platforms. We saw the birth of online auction platforms by tech-savvy companies backed by over-keen investors hoping to earn standard commission fees on assets such as forklifts. None of these platforms survived the e-commerce crash in 2002. Many platforms died, but Forkliftaction remained. Forkliftaction was not built on expensive venture capital; it was built on a deep knowledge of the materials handling industry. We knew that the industry, at a time when accessing the internet was costly and through fickle "dial-up" connections, was not ready to stop "kicking the tyres" of equipment in favour of online trading.

FLA: What excites you most about the materials handling industry?
AH: The industry is very steady. Whatever happens in technological advances or in economic downturns, the world keeps moving stock. It also means that the industry professionals are persistent. There is a strong peer group of passionate forklift experts who have been in the industry for decades. You notice this when you go out to trade shows. After many years covering the industry in our news, we have become part of a global peer group of enthusiasts in the industry: they have become our 'mates'. We notice that on a daily basis, chatting to our network of contacts, and especially this month, while celebrating our 20 years: we received so many warm messages from our 'mates'.

FLA: What is the most significant change you have seen in the industry in your time?
AH: I think the biggest change may have been the globalisation of the industry. The Chinese manufacturers have changed the industry forever. Where the forklift used to be marketed as a specialist piece of high-tech equipment, manufactured by a small number of expert brands - European, American, Toyota in Japan, Doosan in South Korea, forklifts now come in many brands, some of which look exactly the same. The forklift has become a commodity, but competitors have shifted their focus to the quality of the components and the ergonomic aspects of the machine: durability versus price economics.

FLA: What is the biggest opportunity that you see for Forkliftaction Media?
AH: Forkliftaction is a niche medium. It is the only global industry platform focused on materials handling. All our news is independent. And that is its strength. That is how we differ from the big social media platforms. We intend to keep enhancing our platform with new features and new opportunities for the industry to connect, grow and participate. The recently updated website, which is now underpinned by new technology, allows us to do just that. But while adding layers of communication, we keep holding onto the vision we set out at the start: we keep bringing independent news and information and, with that, the trust and respect from our subscribers and the industry.

That woman who walks both her dog and cat

FLA: Can you share one piece of information about yourself which would surprise our readers?
AH: In my neighbourhood, I am known as the 'strange' woman who walks both her dog and her cat. When I take our dog for a walk, the cat always comes along. It has happened that family members were asked if they were related to 'that woman who walks both her dog and cat'.