Norty Turner returns to rental industry in US

Norty Turner, the new president and CEO of Sunstate Equipment. (Photo: Sunstate Equipment)

US rental company Sunstate Equipment has appointed Norty Turner as president and CEO.

Turner, who assumes the role on February 10, is replacing former president and CEO Chris Watts, who is is set to retire as president and CEO in March after nearly 30 years with the company.

In a 30-year career that started at Hertz Equipment Rental, Turner has held a number of senior roles, including vice president and general manager of HERC EMEA and president of Hertz Equipment France.

He was appointed CEO of Netherlands-based aerial platform renter Riwal in 2012, a role he held until 2018. 

He then returned to the US as senior vice president of Services and Advanced Solutions of United Rentals. 

Sunstate, based in Phoenix, Arizona, is majority-owned by Japan’s Sumitomo Corp.

It reported revenues of more than €770 million in 2023 and was ranked the 20th largest equipment rental business in the world in last year’s IRN100 list and is in the top ten of generalist renters in North America.

Turner said of his appointment, “I am honoured to join Sunstate Equipment, grateful to the Board of Directors, and excited for the opportunity to contribute to its continued success.

“Sunstate’s dedication to exceptional customer service, innovative solutions, and a people-first culture truly sets it apart in the industry. My focus will be on building upon the strong foundation that Chris and the leadership team have established.

“Working alongside our talented teams to drive growth, innovation, and customer-focused business excellence, together we will not only uphold Sunstate’s legacy, but also shape a future defined by bold ideas, lasting partnerships, and a shared commitment to exceptional achievements.”

Commenting on the retirement of Watts, Sunstate said he has been “instrumental in transforming Sunstate from a regional rental company into a nationally recognised leader.”

Marcel Langlois, senior board member, Sunstate, described Watts as an “inspiring, values-driven leader with an extraordinary passion for our people and commitment to our company.”

He said, “On behalf of the Board, I would like to thank Chris for his invaluable contributions and the strong foundation for growth he helped to create during his time as CEO. We are now well-positioned to raise the bar on our aspirations for Sunstate’s next chapter, and I’m delighted that Norty will lead that next phase in the company’s growth given his deep understanding of our industry and visionary leadership.

Watts, who is the son of Sunstate founder Mike Watts, added, “Leading this dedicated and principled team has been the honor of a lifetime,” said Chris Watts. “The success we’ve achieved is a testament to the hard work, ambition, and unwavering commitment of the 2,500 individuals who make up the Sunstate family. I am confident that under Norty Turner’s leadership, Sunstate will continue to thrive.”