Q&A with new secretary general of the European Rental Association

Carole Bachmann was elected as the general secretary of the ERA earlier this year. (Photo: Kellen Europe)

IRN: First of all, congratulations on your appointment. How does it feel to be in that position after many years working as manager of ERA?
Carole Bachman: Thank you, Murray! I’m truly honoured to step into the role of Secretary General of ERA. After many years as ERA’s manager, this new position represents both an exciting challenge and a natural progression.

I feel well-prepared and very grateful to the Board for placing their trust in me. I look forward to continuing to serve ERA with dedication and to contributing to its ongoing success and growth.

For those who do not know you, can you provide some background about your initial career and experience in the rental industry?
Absolutely, I’d be happy to! My journey in the rental industry spans more than two decades—hard to believe how time flies! I think, Murray, that our first meeting was around 20 years ago, just as ERA was being founded.

At the time, I was based in Paris, working as a Director at Loxam. I had started there in 2001 as Director of Internal Audit, and later took on responsibilities in IT, M&A, and Health & Safety.

It was during that period that Gérard Déprez proposed the idea of creating a European rental association.

He officially announced it in 2005 at the Rentex show in Maastricht, and shortly after, he asked me to collaborate with ERA’s first Secretary General, Michel Petitjean. That marked the beginning of my ERA journey.

I did take a brief break from ERA when I moved to Germany and left Loxam, but I remained in the rental world, working with Wynne Systems, a U.S. company providing software solutions for the rental industry. Then in 2013, Michel Petitjean reached out and asked if I’d be interested in becoming ERA’s Manager—and that’s when I truly found my dream job.

Since then, the association has grown significantly—from 35 members to 130, and from a team of 4 to 7. It’s been an incredible experience to witness and contribute to ERA’s evolution over the years and I am so proud to see the fantastic team we have now!

You are following on from Michel Petitjean, who led the secretariat since the start of the association. How do you assess Michel’s contribution to the ERA and the impact he has had on you?
As we celebrated Michel during the last Convention in June, I looked around the room and thought—this is Michel’s legacy. Gérard Déprez had a brilliant idea, but it took someone like Michel to bring it to life.

Step by step, he built ERA into what it is today: identifying key topics for the industry, forging strong relationships with members and stakeholders, and creating a truly powerful network.

We worked closely together for 12 years, and I’ve learned so much from him—his vision, his diplomacy, his dedication.

I’m incredibly grateful for the association he’s leaving behind: ERA is strong, respected across Europe and beyond, and well-positioned for future growth. Thanks to Michel’s leadership, we have a solid foundation to build on and explore new opportunities.

It’s the first big change in the secretariat since its formation 19 years ago. Will members see a change in the direction of the ERA, or will continuity be the key thing?
That’s a very important question. Like Michel, I’m deeply passionate about the rental industry and firmly believe in the value of a strong European association. While we share many of the same convictions, we naturally have different leadership styles and strengths.

Bachmann replaces Michel Petitjean (centre) who held the role since 2005. (Photo: Kellen Europe)

My background combines extensive experience in rental with over a decade of association management, which gives me a unique perspective on how to lead ERA into its next chapter.

There’s no need to radically change something that’s working well—especially since Michel and I have worked closely together and aligned on many key initiatives.

That said, change in leadership is always a good moment to reflect, reassess, and look for ways to evolve. The needs of our members are changing, and ERA must continue to adapt and stay ahead.

My vision is to bring a modern, inclusive image to our industry, to strengthen our presence in Brussels and among European institutions, and to deepen collaboration with other associations. Most importantly, I want ERA to remain close to its members—listening, supporting, and growing together.

What do you see as the main purposes of an association like ERA? Are industry associations as important today as they have been in the past?
Absolutely—they remain just as important today, if not more so.

The core mission of an association like ERA is to promote and represent the rental industry at the European level—whether that’s engaging with EU institutions, raising awareness among potential customers and the public, or providing reliable data on the size and impact of our sector. We also play a vital role in advocating for harmonised regulations that support a fair and competitive environment.

Industry associations are still highly relevant, but only if they continue to bring real value to their members. That’s our constant focus. Today, our industry is navigating major transitions—particularly in energy and digitalisation.

In times like these, members need guidance, opportunities to exchange with peers, and strong advocacy to ensure their voices are heard by policymakers.

What are the ERA’s priorities in the coming years? Are there particular issues/topics that are close to your heart
That’s a timely question, especially as we look ahead with a new Board in place.

While the strategic priorities will be shaped with the new Board, there are a few key areas that I personally see as essential for ERA’s future.

First, promoting the sustainable benefits of equipment rental remains a top priority. We want to equip the industry with the right tools and messaging to highlight rental as a circular, resource-efficient solution.

Attracting and retaining talent is also critical—we need to ensure our industry is seen as dynamic, innovative, and inclusive. And of course, increasing the visibility of our sector, both within and beyond the rental community, is vital.

Another area close to my heart is representation. As the European Rental Association, we represent the interests of the rental industry across all of Europe, regardless of company size or location.

That’s why I want to strengthen our collaboration with national associations. While large, pan-European companies are often well connected to ERA, smaller, local businesses may not yet see the direct benefits. We need to work together with the national associations to ensure their voices are heard and their needs reflected in our work and advocacy.

Finally, I believe we must deepen our engagement with EU institutions. That’s one of the reasons we’re based in Brussels. With powerful tools like the CO₂ Calculator and the Carbon Reporting Guidance now in place, we’re in a strong position to remind policymakers that equipment rental is a key enabler of the circular economy and a driver of sustainable practices.

ERA’s members comprise rental companies, national rental associations and associate members (suppliers). It is a challenge to meet the needs of all of these members – is it easy to strike the right balance?
Striking the right balance is certainly a challenge—but it’s also one of ERA’s greatest strengths.

From the beginning, we made a deliberate choice not to be a federation of national associations alone, but to welcome rental companies as direct members. This inclusive model allows us to truly represent the entire industry across Europe.

Of course, the needs of large, pan-European companies can differ from those of smaller, local rental businesses. That’s why we constantly strive to ensure our work is relevant and adaptable to all. It sometimes requires tailored approaches, but this diversity is what enriches our association and guides our decisions.

We’re also proud to count OEMs and other suppliers as associate members. Today, about 50% of our membership is made up of rental companies and associations, and 50% are suppliers. It’s a perfect balance.

Our associate members don’t join ERA to promote their own interests—they join to better understand the needs of their rental customers and to actively contribute to shaping the future of the industry.

This collaboration is essential. A great example is our recent publication on the Energy Transition in Rental, where the partnership between rental companies and OEMs brought real depth and value to the project. It’s through this kind of cooperation that we can tackle the industry’s biggest challenges together.

Is growing the membership a target for the ERA? How will you do that?
Yes, growing ERA’s membership is certainly a priority—but it’s not just about numbers.

Bachmann at the ERA Convention in Dublin this year. (Photo: Kellen Europe)

What matters most is ensuring that all key players in the European rental industry, whether generalists or specialists, are members of ERA and see real value in being part of ERA.

The more rental companies we bring together, the richer our exchange of best practices and the stronger our collective voice in addressing industry challenges.

It’s also essential that all national rental associations are represented within ERA. In countries where no such associations currently exist, we aim to support their creation. This is key to ensuring that smaller, local rental companies are also heard and included in our work.

At the same time, we’re committed to maintaining a healthy balance between rental companies, national associations, and our associate members—OEMs and other suppliers. As we grow, we’ll continue to be mindful of this balance.

How do you see ERA’s role internationally? Will you continue to participate in the Global Rental Alliance (GRA), and what do you see as the main aims of that body?
Absolutely—we will definitely continue our active participation in the Global Rental Alliance (GRA).

In fact, ERA has taken on the role of administering the GRA in recent years, and the alliance is stronger than ever. We’ve identified shared priorities across regions, and we meet regularly to exchange best practices, share achievements, and collaborate on common challenges.

Last year, we were pleased to welcome the Turkish rental association to the GRA, and we’re actively looking to expand further. The more countries we bring together, the more powerful and insightful our collective work becomes. It’s incredibly valuable to compare how the rental industry is evolving in different parts of the world and to learn from one another.

The GRA is a key platform to help shape the global conversation around rental, sustainability, and innovation, and we’re committed to helping it grow.

Are you optimistic for the future of the equipment rental industry, and if so, what gives you that positive view?
Yes, I’m very optimistic about the future of the equipment rental industry.

Rental is inherently aligned with the principles of the circular economy—it’s about using resources more efficiently, reducing waste, and enabling access over ownership. By sharing equipment rather than producing more, we contribute directly to a more sustainable world.

Rental also allows customers to focus on their core business while we take care of the equipment—offering them the right solutions, at the right time, for their specific needs. And as the pressure to reduce carbon emissions grows, rental companies are in a unique position to support their clients in making more sustainable choices.

This shift isn’t just a challenge—it’s a real opportunity. It allows us to demonstrate the value we bring, not only in terms of efficiency and flexibility, but also in helping our customers meet their environmental goals. That’s what gives me such a positive outlook for the future of our industry.

Is there anything else you would like to say?
Thank you once again for this opportunity.

I’m incredibly proud to take on the role of Secretary General of ERA. I feel fortunate to be supported by a strong and dedicated team, and I’m excited to work closely with our new Board Members to shape and implement the strategy for the years ahead.

We have ambitious goals, and I’m confident that, together, we can continue to elevate the visibility and impact of the rental industry across Europe and beyond.

And next year will be a special one—ERA will celebrate its 20th anniversary! It will be a moment to reflect on how far we’ve come, and to look ahead with energy and optimism toward the future.