Pewag Group has restructured to enhance the presentation of its Load Monitoring Systems (LMS), Modulift, and pewag brands in the North American market.
The company, which distributes its products through a network of partners, will centralize all sales functions under its pewag U.S. team to ensure consistent service across the region.
Pewag, which manufactures industrial lifting chains, traction and protection chains for vehicles, and security chains, has made significant moves to expand its reach in North America. LMS, a key player in load monitoring solutions, provides load cells and force measurement services, while Modulift offers a range of below-the-hook lifting solutions such as modular spreader beams and lifting frames.
Jim Goodall, MD, Pewag explained, “As pewag expanded by acquiring complementary businesses, we recognized the importance of preserving their established brand names while integrating them under the pewag Group umbrella. This restructure is supported by four key pillars: strategic growth, enhanced customer experience, customer-centric improvements, and sales expansion with digital transformation.”
Since its establishment in 2005, the pewag Group has been positioned to provide a broad array of top-quality products and services, now unified under one brand presence. This strategic move is expected to strengthen the company’s market position in North America, allowing them to better meet the evolving needs of the industry and drive sustainable growth.
Goodall also emphasized that the company’s U.S. sales team would leverage its industry knowledge to offer complete lifting solutions, from the hook to the load. “We will work closely with our sales team and dealer network to increase brand recognition in targeted markets. Our network of regional service centers and dealer stocking locations has expanded and will continue to grow, strengthening our partnerships,” he said.
The restructuring also opens the door for cross-selling opportunities among pewag, LMS, and Modulift products. With products designed to work together seamlessly, the company aims to offer customers an all-in-one solution for their lifting projects. Distributors will benefit from a single point of contact for the entire process, from initial planning through to project completion, ensuring expert support every step of the way.
Goodall further added, “We always recommend using a complete solution designed by pewag for optimal performance. Our components are engineered to work together. While ancillary accessories may be mixed, core components should only be used with those from our brands to ensure structural integrity and safety. Using third-party components, like a non-pewag strut with a Modulift beam, would void certification and data plates.”
In addition, the company has recently welcomed two new representatives: Danny Tkachyk from Impact Agencies Inc. (Canada) and Sean Evans from The SM Evans Group LLC & Harry Fisher Associates Inc. (Ohio, Michigan, Indiana, and Kentucky). PEWAG is actively seeking more representatives and regional sales managers to further expand its network.
“We aim to build a strong network that understands both our products and the lifting industry,” Goodall concluded. “We are excited for 2025 and believe this restructure will fuel growth with our customer base, creating mutual success for everyone involved.”
