Rental Roundtable #85: How Big Truck Rental Turned a 3% Rental Market Into Growth

Rental penetration in waste and recycling is still just 3%, creating a massive opportunity for growth.

In this episode, Zach Martin, CEO of Big Truck Rental, shares how his team educates the market, uses data and technology to build trust, and scales a specialty rental business in a traditionally ownership-driven industry. We also discuss why culture and people-first leadership are central to BTR’s long-term success.