10.12.2019

Whiteman joins Sinoboom

Sinoboom has appointed Tim Whiteman as chief executive of a new European subsidiary it is opening in Rotterdam, The Netherlands.

The new company will be responsible for all Sinoboom distribution activities across Europe. Whiteman joins the company after 16 years as chief executive of the International Powered Access Federation, IPAF, and follows his departure this summer. He has also been appointed as a senior vice president of the parent company with responsibility for the group’s safety strategies and branding.

The European subsidiary will import and manage the distribution and service of the full range of Sinoboom aerial work platforms and will continue to work with existing partners such as Liftstore in Poland with which Sinoboom opened a European partnership last September.

Whiteman began his career as a journalist, and was a partner in the publisher KHL, until leaving in 1999 to set up the Vertikal Press, publishers of Vertikal.net, Cranes & Access and Kran & Bühne. He sold the business in 2003 after accepting the IPAF role.
Tim Whiteman


Speaking of his new position he said: “I am thrilled to be in at the start of this new company – I have known the owners of Sinoboom for many years and have always been impressed with their vision and drive toward creating a global, world class company with top quality products and systems. We have a great group of highly motivated team members, are recruiting for experienced personnel in Europe and can provide rental companies with a truly reliable, modern product.”

Sinoboom president Susan Xu, added: “Tim’s network of contacts, experience of working across multiple cultures and leading a fast-growing international organisation make him the ideal person to launch this next stage of our growth. We will become an integral, full service part of the European industry in order to give the best possible service to our customers.”

Privately owned, Sinoboom was established in 2008 and is based in Changsha, China. It recently launched the world’s largest articulated boom lift with the 154ft GTZZ46J and until recently had an OEM scissor lift supply contract with JCB.

Vertikal Comment

This looks like a good move for Sinoboom in that it gains a highly connected individual with a long experience in the global aerial lift market, and a thorough knowledge of the legalities and requirements of running a European business.

For Whiteman it offers a third career, have started as a journalist and publisher, moving on to association management and now working for an equipment manufacturer yet all revolving around the same industry – powered access.

The challenges will be different and not everyone will think that this is a good or wise move on Sinoboom’s part. But clearly a great many others will see the merits, while most will judge his appointment on what he and Sinoboom do and achieve rather than on any past grievances.

All in all an astute move on Sinoboom’s part – and for the doubters, well time will obviously tell.

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