Tom Thorsen

New York Heli dealer Pinnacle Lift of NY is on track for a record year after securing a multi-million dollar order from local government.

Pinnacle, founded in February 2014 by former Nissan Lift of NY co-owner Tom Thorsen, won a bid in its second year of operation to provide New York City with forklifts worth approximately USD2 million over the course of three years, with the option to purchase more if necessary.

That order came after a shaky start to the business, with Thorsen spending lengthy periods in hospital fighting colon cancer.

Besides the health challenges, Pinnacle didn't have a forklift line in its first year, according to Joseph Keefe, sales and marketing director. "Pinnacle only represented Motrec, with whom we have done tons of business over the years, with such customers as The New York Yankees, New York Presbyterian Hospital and Rockefeller Center."

The New York City bid was only possible after Pinnacle added Heli to its range, which was also expanded to include Skyjack.

Approaching the end of its third year in business, Pinnacle is projecting USD3 million in sales and is planning a move to larger premises in Oceanside New York "to better serve our Long Island customers and still be close enough to NYC," says Keefe.

"What makes us unique is that while not being the biggest fish in the sea in the NYC area, our team is filled with industry vets who are all capable of producing the work of multiple individuals (with less experience)," Keefe explains. "We don't bite off more than we can chew."

The business is also planning to bring on more staff in its expansion drive, boosting its current line-up of three mechanics, two sales reps, a parts worker and a dispatcher/administrative assistant.

Looking forward, Keefe says Pinnacle will remain on the look-out for other city or state bids as it has " a comparable, competitive, cost-effective" forklift offering in its Heli range.

"We also plan to continue to add more forklifts and scissor lifts to make our rental fleet even stronger because Tom is the best rental manager I've seen in the forklift industry," he says, adding that a number of customers from Thorsen's previous businesses continue to rely on him for their rental needs.

Keefe is also excited about new product on its way from Heli. "Heli has great products available already, including new US-style electric heavy-duty ride-on pallet jacks," he says, anticipating even more variety will be available some time in 2017.

Pinnacle also plans on "getting more Motrecs in the market" as well as adding more Skyjack models to the rental fleet.