Manitou Group Names Chris Genal Vice President of Sales for North America

Manitou Group has appointed Chris Genal as vice president of sales for North America, effective July 1, 2026.

Based at the company's North American headquarters in West Bend, Wisconsin, Genal will oversee sales activities for all Manitou and GEHL products across the region. His responsibilities include driving revenue growth, expanding market share and aligning commercial operations with the company's global strategy.

"Chris' industry knowledge, extensive dealer network expertise and collaborative leadership style will be vital assets as we embark on our LIFT 2030 strategic journey," said Brad Boehler, president of Manitou North America. "We are thrilled to welcome him to the team and look forward to his leadership in accelerating our growth across the region."

As a member of the North American executive leadership team, Genal will report directly to the president of North America. He will lead efforts to develop and execute market penetration strategies across the company's sales distribution networks, rental channels and dealer management systems.

The company said his responsibilities will also include optimizing dealer network effectiveness, managing relationships with strategic customers and monitoring market trends and competitive conditions to support pricing strategies and financial performance.

Genal brings more than 20 years of experience in the capital equipment, agriculture and industrial sectors. Throughout his career, he has held positions ranging from territory manager and trainer to regional sales manager, distribution manager and vice president of sales.

Most recently, he led the Case IH agriculture equipment sales organization at CNH Industrial.

Manitou Group manufactures equipment for the material handling, aerial work platform and earthmoving sectors under the Manitou and GEHL brands and serves customers in construction, agriculture and industrial markets worldwide.