From only three UK depots and 270 machines in 2002, AFI-Rentals Group has expanded to 17 locations in the UK and six in the Middle East. We have a fleet of more than 6,000 powered access machines and provide training for more than 15,000 people each year. We have built a strong reputation in the market. We are involved in high-profile construction, development and redevelopment. Projects throughout the UK include some of the country’s largest and most complex infrastructure initiatives, such as HS2 and Sizewell C. Our Major Projects Team oversees megaprojects across UK airports, bridges, tunnels, highways, railways, hospitals, seaports, power stations, and dams.
Since 2003, the business has seen steady growth organically and through acquisitions.
Customer Service – We put our customers at the heart of everything we do and strive to offer them considerably more than our competitors to build trusted, long-term relationships. We promote a culture across our Group of being ‘Friendly, Helpful and Professional’. This is The AFI Way. We have introduced a Service Level Pledge from AFI Rentals, which is committed to fulfilling orders on most of our fleet within specified time periods.
Our core values centre around professionalism, service, and safety. As one of the largest and most successful providers of powered access solutions, we prioritise career development and promotion. We are fully committed to being the best within our industry: Our core values, Teamwork, Customer Service and Profitability, with Health and Safety at the centre, are critical to our success and will continue to be so. This is driven by an embedded culture of teamwork and friendly, helpful and professional customer service, with a strong focus on Health/Safety and wellbeing
Profitability – Like most businesses in 2020, AFI faced many challenges; as part of this, we focused on cash preservation, optimising efficiency through fundamental changes to our systems and processes to deliver a service with a substantially lower cost base. This involved restructuring the UK Rental business into hubs and establishing a central service function to coordinate our engineering support. We focused on expanding our digital services during the pandemic. We continue to focus on providing customer-friendly support, which is also supported by adopting technology to drive performance in each business unit area.
Since the COVID-19 pandemic, AFI has strategically evolved its rental fleet to meet the changing demands of the infrastructure sector. Recognising the growing need for specialist access solutions with extended hire periods, we have broadened our offerings to include van-mounted platforms and underbridge access units. These additions address critical infrastructure projects, such as highway maintenance, rail inspections, and utility work, where long-term, reliable access is vital. The investment in these high-demand products aligns with market trends, ensuring AFI remains a key provider of specialist access solutions while enhancing fleet utilisation and supporting sustained revenue growth. AFI has strengthened its position as a strategic partner for long-term infrastructure projects by adapting to industry needs and extending hire durations.
Team Development – AFI Rentals’ success is built on teamwork, clear roles, good communication, and a culture of mutual support. Our customers have options, and they rightly expect good service. Excellent customer service creates a formidable platform for generating new business. Health, safety, environmental, and quality (HSEQ) standards are embedded in company policies and incentives.
The company promotes diversity and equal opportunities. The business invests in training each year, with employees averaging four training days through classroom and e-learning sessions. A structured induction programme and regular refresher courses ensure employees are well-prepared. AFI’s “Training Plus” scheme supports personal development beyond job skills, including driving and language courses. A robust appraisal system tracks progress and identifies further training needs.
Apprenticeships – AFI Rentals invests heavily in apprenticeships, developing ‘home-grown’ talent. In 2023, we welcomed ten new apprentices, with 15–20 in training at any time. Most complete their programmes and secure full-time roles. Our apprenticeships cover engineering, business administration, hire desk, marketing, finance, and IT, with many progressing to further qualifications. AFI apprentices have won top industry awards, including ‘Apprentice of the Year’ and ‘Hire Achiever of the Year’, highlighting the programme’s success.
Safety & Innovation – Along with continued investment in a high-quality, sustainable rental fleet, the Group has invested extensively in innovation and digital transformation over its lifetime. This drives efficiency, making life easier for our customers, supporting our people, and improving our impact on society.
AFI was the first to launch a Smart Off-hire Technology Project that enabled end-users to off-hire their machines directly from the site by scanning a MEWP-specific QR code on each powered access machine within their rental fleet. Following this, we developed a bespoke Route Planning Software System for our MEWP delivery and collection vehicles to enhance customer efficiencies. Subsequently, we introduced a new Machine Availability Checking System designed to improve internal communications between the sales team and the fulfilment centre and externally from the sales team to the customer. This enabled us to respond more swiftly to customers regarding short-notice orders, ascertain the accurate level of non-fulfilment, and fulfil more orders.
In 2024, our Truck Mount Division prioritised innovation and efficiency. The team launched a digital project automating labour and asset allocation for truck-mounted platforms and spiders to modernise resources, job planning, and asset management. The bespoke system integrated cutting-edge technology to boost efficiency, sustainability, and customer satisfaction.
To maximise efficiency, the business has introduced resource sharing, moving direct labour to fulfil demand rather than traditionally outsourcing work to meet increased demand. The company estimates this has generated efficiency savings of £500,000 in the last financial year.
Acting safely and responsibly is central to the AFI philosophy, and we will consistently strive to refine business processes to ensure we maintain the safest working environment and conduct ourselves ethically and responsibly throughout our supply chains.
AFI-Rentals Group LTD and its associated brands: AFI-Uplift Ltd. Company No: 03539352, Registered Office, Pope Street, Normanton, West Yorkshire WF6 2TA.