Innovating Heights: A Deep Dive into Power Towers

In a fast-evolving industry where safety, efficiency, and innovations are paramount, Power Towers has emerged as a trailblazer. We sat down with Jonathan Dawson, the General Manager of EMEA Verticals at Power Towers, to uncover the secrets behind company’s success and the exciting future that lies ahead.

Meet Jonathan

Jonathan Dawson in front of JLG Power Towers building

Jonathan’s extensive experience in the industry spans 18 years at JLG and five years leading Power Towers. His journey from JLG to Power Towers was driven by the allure of running an entire business unit and the exciting potential within the market.

“I was interested in running an entire business unit with responsibility for all functions, and the product is exciting,” Jonathan shared.

A Unique Market Position

Power Towers stands out in the mobile elevated work platform (MEWP) market by targeting a niche often overlooked by traditional powered access equipment.

Jonathan explained, “The competitors to Power Towers products are not access products. Don’t view Power Towers as an access equipment business in terms of powered access. We compete with mechanical access products like podium steps, scaffolding towers, and even A-frame ladders.”

Driving Innovation

Ecolift WR lifting platform lowered innovations

Innovation at Power Towers is driven by market feedback and a commitment to disruptive technology. The launch of Pecolift and Ecolift exemplifies their innovative spirit.

Jonathan highlighted their approach, “When the Pecolift and Ecolift were launched, these were real disruptive products and new technology for the marketplace. We try to keep the same entrepreneurial spirit and design philosophy in new products.”

Recent Advancements

Power Towers has made significant advancements with the introduction of vertical rails and confined space baskets. These innovations were born from customer feedback.

Jonathan noted, “We’ve implemented vertical rails on a number of products to prevent operators from using the product incorrectly by standing on rails. We’re also launching confined space baskets for access to hard-to-reach areas, particularly in-built environments like data centers.”

Safety Standards and Regulations

Despite competing with mechanical access products, Power Towers certifies its products to the powered access standards. “We design and build to those standards, which are much more rigorous in many ways than, for example, the ladder standard like EN131 and EN280“ Jonathan emphasized.

Common Risks and Safety Features

Elevated work comes with inherent risks, and Power Towers addresses these by focusing on efficiency and ease of use. “Traditional mechanical products can be cumbersome and time-consuming to set up. Our products are quick to deploy, allowing workers to focus on the task at hand,” Jonathan explained.

Targeting New Markets

Power Towers’ expansion strategy is built on understanding the universal needs of buildings worldwide. “Around the world, buildings are built in the same way. Some markets are focused on safety, and that can create faster adoption. The arguments applied depend on the markets,” Jonathan shared. Collaborating with partners who understand the benefits of their innovative approach is key to Power Towers strategy.

Supply Chain Management

Rapid growth has necessitated a broader supply base for Power Towers. Balancing cost and supply efficiency is crucial. Jonathan detailed the approach, “We have moved away from a very small supply base to a broader one. All our fabrications are very local, and we have multiple suppliers for each part now to spread the risk.”

Environmental Sustainability

Power Towers is committed to environmental sustainability. “Our paint system recycles all the paint, and we reduced our paint consumption by about 60% while providing better paint quality and thickness,” Jonathan highlighted. Efforts to minimize single-use packaging and ensure sustainable sourcing of materials further underscore the dedication to eco-friendly practices.

Digital Innovations

Digital innovations are set to revolutionize Power Towers’ operations. One key areas Power Towers is currently exploring is the ability to locate machines quickly. Jonnie mentioned, “We are looking at a number of options as to how digital can help with the product. For example, being able to locate machines quickly is important, especially on large sites with hundreds of units.”

Future Vision

Power Towers’ long-term vision involves a five-step plan focusing on global growth, industrial development, and facilities maintenance. The ultimate goal is to create transportable solutions that rival traditional methods like A-frame ladders, providing contractors with versatile and convenient options.

Conclusion

Power Towers is redefining the landscape of mobile elevated work platforms through innovations, safety, and a commitment to sustainability. With a clear vision for the future and a focus on meeting market needs, they are poised to continue leading the industry to new heights.