On a show floor packed with storage and automation equipment and lift trucks – there will be more than ever this year – it’s so important that overhead lifting equipment is given the exposure it deserves. Of equal significance is the need to introduce it to potential visitors before they get in the show grounds.

Hoist is passionate about promoting overhead lifting above all other forms of material handling. There are clear advantages of, say, gantry and jib cranes over widely used lift trucks. But the challenge is positioning the products in a way that convinces the end user market that is the case.