Sugar Returns to Custom Equipment as President and CEO

Custom Equipment LLC, the manufacturer of Hy-Brid Lifts, has named Jay Sugar as its new president and CEO.

Sugar brings more than 20 years of industrial manufacturing experience to his new position.

“We are extremely pleased to welcome Jay Sugar back to Custom Equipment, now in the role of president and CEO,” said Steve Ellis, Custom Equipment chairman of the board. “Jay is an accomplished leader, and with his background in both engineering and operations, Jay brings a wide skill set to drive Custom Equipment forward in value creation and performance.”

Sugar’s knack for strategic guidance allows him to sell into dealer networks, infiltrate new vertical markets, and realize company goals. His analytical approach optimizes resources and business systems, and his expertise helps companies pivot to meet future growth opportunities, said Custom Equipment in a news release.

He is an industry veteran with more than 20 years of general management and executive experience in the industrial equipment sector. Sugar’s background includes many business areas — such as engineering, supply chain, finance, and sales — that give him a unique perspective on operations and management.

Sugar earned a bachelor’s degree in mechanical engineering from Rensselaer Polytechnic Institute and an MBA in accounting and business management from Carnegie Mellon University.

His career began on the shop floor, where he went on to develop several startups into multi-million-dollar enterprises, holding positions such as general manager, vice president of operations, vice president of industrial sales, and executive vice president.

He briefly joined Custom Equipment in 2019 to implement a new plant layout at the company’s headquarters in Richfield, Wisconsin.

“I’m looking forward to working with the strong leadership team at Custom Equipment again to help position the company for future growth,” Sugar said. “Strategically expanding our product offerings and introducing new products will reinforce our commitment to implementing customer feedback and increase market share.”