pewag Group has restructured to better present its Load Monitoring Systems (LMS), Modulift, and pewag brands to markets in North America. The company sells through distributors, and all sales functions will be run through the pewag U.S. team to keep continuity in service.
pewag is a manufacturer of industrial lifting chains and components; traction and protection chains for vehicles; security chains; and other products. LMS is a specialist provider of load monitoring solutions, such as load cells, and related force measurement services. Modulift’s below-the-hook offering includes modular spreader beams; spreader frames; lifting beams; and lift planning.
Jim Goodall, managing director at pewag, Inc., said: “As pewag expanded by acquiring businesses that complemented our traditional operations, we recognized the importance of preserving their established brand names, while integrating them under the new pewag Group umbrella. This restructure is upheld by four pillars: strategic growth initiatives; enhanced customer experience; customer-centric enhancements; and sales expansion and digital transformation.”
By leveraging brands’ strengths, the pewag Group, established in 2005, is positioned to deliver a comprehensive range of leading products and services, ensuring optimal quality and performance for customers. Additionally, the unified brand presence will bolster market position and expand reach, enabling the pewag Group to better meet the evolving demands of the industry and drive sustainable growth in the strategically important North American market.
Goodall continued: “The sales team will leverage their industry knowledge to provide a complete lifting solution from the hook to the load. We will be working with our sales team and dealer network to grow brand recognition in our targeted markets. We have a strong network of partners throughout the country, with specific regional service centers, and dealer stocking locations. The network has expanded and will continue to evolve; we have been able to leverage the restructure to help us strengthen partnerships.”
Complete solution
At the center of the restructure is the potential for cross-selling across pewag, LMS, and Modulift catalogs. The products are designed to function collaboratively, offering customers a complete solution for their lifting projects. Distributors will now have a single point of contact, providing a seamless experience from the initial planning stages through to project completion. This approach ensures that customers receive expert support at every step, making pewag a one-stop shop for all their lifting needs.
Goodall added: “We always recommend using a complete solution designed by pewag for optimal performance. Our components are made to work together seamlessly. While ancillary accessories can be mixed, core components should only be used with those manufactured by our brands, to ensure structural integrity and safety. If you were to use someone else’s strut, for instance with a Modulift strut, to make a beam, that would void the data plates, certs, and owner’s manual.”
pewag has recently onboarded two new representatives: Danny Tkachyk, of Impact Agencies Inc. (Canada); and Sean Evans, of The SM Evans Group LLC & Harry Fisher Associates Inc. (Ohio, Michigan, Indiana, and Kentucky, U.S.). pewag continues to look for more representatives and regional sales managers.
Goodall said: “We aim to build a robust network that not only comprehends our product but also understands the lifting industry. We are extremely excited for 2025 and believe that we will be able to provide a level of growth with our customer base that will make us all winners.”
