Women Breaking Ground in Heavy Equipment
The heavy equipment industry has long been dominated by men, but that is changing. Episode 87 of A BROADcast for Manufacturers, titled “Women in Equipment: Breaking Ground in a Male‑Dominated Industry,” highlights the experiences of women who are carving paths in this sector. Released on 10 September 2025, the 52‑minute episode centres on the upcoming Women in Equipment Conference and the challenges and opportunities facing women in heavy equipment .
A spotlight on women leaders
Hosts Lori Highby, Kris Harrington and Erin Courtenay welcome three guests: Kirsten Erickson (business development specialist at Associated Equipment Distributors), Alexandra Norris (vice‑president of operations at Specialty Equipment Insurance Services) and Jenna Weber (marketing manager at the same firm). Together they discuss career pivots, being the first or only woman in many rooms and the power of mentorship . The guests emphasize the importance of building networks and communities so women feel supported and visible.
Episode highlights
Women in Equipment Conference. The conversation focuses on the Women in Equipment Conference, organized by the Associated Equipment Distributors (AED). The 2025 conference runs from 17 to 19 September at the Royal Sonesta Chicago Downtown. Early registration costs $1,375 through 2 August, regular registration $1,475 through 12 September and late registration $1,575 . The event aims to leverage diversity within dealerships to improve decision making, fuel growth and inspire the next generation. It also provides networking and leadership development opportunities for women in the equipment industry .
AI, empathy and networking. The episode notes that artificial intelligence, empathy and bold networking are reshaping the future of manufacturing and construction . The guests discuss how AI can streamline operations and allow people to focus on higher‑value tasks, while empathy and relationship‑building are essential for leadership and career development.
Career journeys. Each guest shares how she navigated her career path. As the first or only woman in various professional settings, they often had to assert their expertise and create their own support networks. They emphasise how mentorship and conferences like Women in Equipment can help others avoid isolation and accelerate progress .
Why representation matters
Women remain significantly underrepresented in heavy equipment and construction. According to U.S. Bureau of Labor Statistics data, women make up about nine percent of the construction industry, with most working in administrative roles. Among operating engineers and other construction equipment operators, women represented 2.3 percent in 2017, up slightly from 1.9 percent in 2016 . The guests argue that increased visibility of women in technical and leadership roles can encourage more women to enter and remain in the field.
Challenges and opportunities
The episode also highlights ongoing challenges. As companies embrace digital transformation, AI and automation, they need leaders who understand both technology and human dynamics. The panelists note that empathy – understanding how people think and feel – is just as important as technical skills. They also discuss practical challenges such as navigating male‑dominated networks, the need for accessible mentorship and the importance of inclusive workplaces where women feel safe and respected.
Looking forward
The conversation leaves listeners with a sense of optimism. The Women in Equipment Conference underscores that stakeholders in the equipment distribution industry are committed to advancing women’s leadership. While the gender gap remains, events like the conference and platforms like A BROADcast for Manufacturers provide avenues for women to share experiences, learn new skills and advocate for change.
For anyone interested in manufacturing, digital transformation or workplace diversity, Episode 87 offers both inspiration and actionable insight.
