Three weeks to go: ERA Convention, 2-4 June, Maastricht

The countdown is well underway. In less than a month, rental leaders, suppliers and industry professionals from across Europe will meet at the ERA Convention 2026, taking place from 2 to 4 June at the MECC in Maastricht, the Netherlands.

Celebrating 20 Years - Building the Next Era of Rental

As the European Rental Association (ERA) marks its 20th anniversary, this year’s Convention will celebrate two decades of progress while looking ahead to the next chapter for the equipment rental industry.

The sector is entering a new phase, shaped by digitalisation, sustainability, shifting customer expectations and the growing importance of service-based business models. Building the next era of rental will require practical innovation, strong partnerships and a clear understanding of how the industry can continue to create value.

The 2024 ERA Convention

For the full programme and registration, please click here.

ERA is pleased to welcome Jeroen van den Bremer from Greener Power Solutions and Johan Huovinen from the Swedish Defence University to the ERA Convention 2026.

Jeroen van den Bremer

Jeroen van den Bremer will address evolving customer expectations, a topic that is central to the future competitiveness of the equipment rental industry. Greener Power Solutions is a strong example of how the rental market is changing, with a business model built around sustainable, flexible and data-driven energy solutions.

This is particularly relevant in the Netherlands, where emission reduction requirements are encouraging companies to look for cleaner and more adaptable solutions. As customers face increasing pressure to reduce emissions and meet regulatory and sustainability targets, rental companies are becoming important partners in helping them manage that transition.

Johan Huovinen

Johan Huovinen’s session, Expanding industry scope - Resilience, rental as a strategic solution to crisis, will bring a wider perspective to this year’s discussions. A Lieutenant Colonel and teacher in military strategy at the Swedish Defence University, Johan has extensive experience in air defence and military intelligence.

He began his military career in 1991  and has since held several senior roles, including service at the Roslagen Air Defence Corps. In 2009, he graduated with top marks from the General Staff Academy of the Armed Forces of the Russian Federation in Moscow, reflecting his deep expertise in military strategy and international security.

At a time when Europe is facing growing pressure around preparedness, security of supply and resilience, his contribution will help participants look at rental from a broader angle: not only as a commercial service, but also as part of a more resilient and adaptive economy.

Together, Jeroen van den Bremer and Johan Huovinen will help frame two important questions for the next era of rental: how the industry can respond to changing customer needs, and how rental can contribute to wider resilience and strategic capacity.

For any questions, please contact ERA at: [email protected]