18.02.2022

Sinoboom Oz adds to ops team

Sinoboom Australia has appointed Mitch Ely as national operations manager.

He joins the company from Access Hire, where he has been chief operating officer for the past two years or so. In his new role he will be responsible for helping Sinoboom Australia to better understand its customers’ needs in order to develop a premium brand reputation for the company, calling on his first hand experience of the challenges faced by the rental industry.
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Mitch Ely

Ely began his career with Genie Australia in 1998, joining the business as national operations manager, leaving after 10 years with the manufacturer in order to establish Platform Solutions in Narangba, designing, modifying and assembling aerial lifts for specific applications such Hi-Rail/road rail and explosion/flame proof lifts for the rail maintenance industry and applications in mines and petrochemical industries.

In 2012 he moved to Skyreach as an aerial lift equipment analyst, re-joining Genie/Terex in 2014 as national operations manager, based in Brisbane. Three years later he moved to Genie headquarters in Redmond, Seattle as director of customer satisfaction and then director of global commercial services, returning to Australian in 2019 to join Access Hire. He has also served the EWPA - Elevating Work Platform Association - as Queensland president for four years and then national vice president for two years.

Sinoboom Australia’s sales director Jason Rigby said: “We are very happy that Mitch has decided to join the Sinoboom team here in Australia. With his wealth of knowledge and experience in the EWP industry, we are certain that having him onboard is going to help us achieve the level of success and professionalism we are striving for. Watch this space as we grow our team and our footprint in the Australian market with the best the industry has to offer.”

Ely added: “I am very excited to join a global premium brand like Sinoboom, great products, outstanding engineering, real aftersales support and rental focused. With my experience within the rental industry, I have a solid understanding of what our customers need to be successful, and we will be applying those lessons to the way we run the business across Australia and Asia Pacific.”
See: Sinoboom Australia opens new facility