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Western Canadian rental company acquires Red Deer-based Action Equipment Rentals

Cooper was founded in 1972

March 19, 2024  By Turf & Rec

Cooper Equipment Rentals Limited, a Canadian-owned and operated construction equipment rental company, has acquired Red Deer, Alta.-based Action Equipment Rentals Inc.

Action was formed in 1991 by Reginald Bloomfield and his father Ray Bloomfield in Sundre Alta. to serve the central Alberta market. The company opened a second location in Red Deer about a year later. In 2015, Action consolidated operations in Red Deer, and under general manager Gabriel Castella-Chin embarked on a plan to renew the rental fleet and grow their market share.

“Joining a Canadian-owned company with an excellent reputation was important in our decision to join the Cooper family,” Castella-Chin said. “We are looking forward to continuing to serve central Alberta with the benefits and resources that allow us to expand our presence and continually improve our already excellent service.”

“Action’s prime location and facility in Red Deer intensifies our coverage in the important Alberta market and their strong presence in Alberta enhances our ability to serve customers better in Western Canada,” Lee Briscoe, regional manager, Cooper Equipment Rentals, said. “I was once told that if you build it, they will come. That was our charge for Action Rentals from the start, and this is the next natural step going forward. Cooper will take what we built and continue to build so they will come. And if we treat them right, they will stay.”


Action joins the Cooper family as the Red Deer branch and will continue to be led by Castella-Chin, supported by a team of Action employees.

“Action has built a fine business with a reputation for quality and integrity in the construction equipment industry, and we are proud to welcome them into the Cooper family as we continue to grow our Company across Canada,” Doug Dougherty, CEO, Cooper Equipment Rentals, said.


Cooper Equipment Rentals was founded in 1972.

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