Sinoboom Australia appoints operations manager

Longstanding access industry professional Mitch Ely has been appointed as national operations manager at Sinoboom Australia.

With more than 30 years’ experience in the aerial platform industry, Ely has held senior positions in Australia and the US. His most recent role was as chief operating officer at rental company Access Hire Australia.

Mitch Ely, national operations manager at Sinoboom Australia. (Photo: Sinoboom).

Previous to that, Ely spent nearly five years at Terex Corporation in Brisbane, Australia, and Redmond, US, with his final role at the company being director of global commercial services, which included managing Genie’s US used equipment business. Before that he worked at another Australian rental company Skyreach and was national vice president at Australia’s Elevating Work Platform Australia Association (EWPA).

Sinoboom said Ely’s firsthand experience of the challenges of the Australian rental industry, along with his extensive connections, would alllow Sinoboom Australia to better understand its customers’ needs and to drive the business forward in the country. 

Based in Hallam, Melbourne, Sinoboom Australia was formally launched in October 2020, and provides a nationwide service network.

Jason Rigby, Sinoboom Australia sales director, said, “We are very happy that Mitch has decided to join the Sinoboom team here in Aus. With his wealth of knowledge and experience in the EWP industry, we are certain that having Mitch onboard is going to help us achieve the level of success and professionalism we are striving for. Watch this space as we grow our team, and our footprint in the Australian market with the best the industry has to offer.”

Ely stated, “I’m very excited to join a global premium brand like Sinoboom, great products, outstanding engineering, real aftersales support and rental focused. With my experience within the rental industry, I have a solid understanding of what our customers need to be successful and we will be applying those lessons to the way we run the business across Australia and Asia Pacific.”