Genie
An American Terex brand specializing in aerial work platforms, material lifts, telehandlers, and access equipment for construction, rental, industrial, infrastructure, and maintenance applications.
Last updated October 16, 2026
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Overview
Genie is an American industrial equipment brand best known for aerial work platforms, access equipment, and material-handling machines used to lift people, tools, and materials. Its equipment serves construction, building maintenance, warehousing, industrial installation, aviation, entertainment, government, military, and equipment-rental customers. The brand originated in 1966, when Bud Bushnell acquired manufacturing rights to a compressed-air material lift while working at Seattle Bronze in Kent, Washington. He named the product Genie after the hissing sound made by the compressed air as the lift operated, evoking the image of a genie emerging from a bottle. The business initially developed around material lifts and related handling equipment. Bushnell patented the Genie Hoist in 1968, and the company expanded its range during the 1970s with products such as the Teletower and, in 1978, its first personal lift. Early manufacturing took place in Kirkland, Washington. In 1982, Genie moved its headquarters to Redmond, Washington, where it continued to expand its engineering and production operations. A significant product-development step came in 1984 with the introduction of the first Genie Z-boom, establishing a foundation for the brand's later prominence in boom-lift equipment. During the 1990s, Genie broadened from material lifts and personal access products into a wider aerial-access portfolio. The company introduced the IWP personal lift in 1993, entered the scissor-lift market in 1997, launched a trailer-mounted boom in 1998, and added rough-terrain scissor lifts in 1999. It also expanded its Washington manufacturing footprint to Moses Lake in 1998. These additions positioned Genie across multiple access-equipment categories rather than limiting it to a single lift format. Terex acquired Genie Industries in 2002. Following the acquisition, the business became part of Terex's Aerial Work Platforms segment, while its products continued to be sold and marketed under the Genie name. The transaction provided access to Terex's international industrial structure and supported the expansion of Genie manufacturing beyond the United States. The brand has since maintained production capabilities in the United States as well as facilities or manufacturing operations in China, Italy, and the United Kingdom. Genie's customer base is closely connected to the equipment-rental sector. The referenced company material states that rental customers account for approximately 90 percent of domestic Genie product sales and approximately 80 percent of sales outside the United States. This makes fleet durability, serviceability, operator access, safety features, and broad product coverage central to the brand's commercial proposition. Genie marked its fiftieth anniversary in 2016 and remains an active Terex brand serving global markets with boom lifts, scissor lifts, personal lifts, material lifts, and related access equipment.
History
Genie Industries began in 1966 when Bud Bushnell acquired manufacturing rights to a compressed-air material lift. Bushnell was then associated with Seattle Bronze, a hoist manufacturer in Kent, Washington. The lift's operating sound inspired the Genie name: compressed air hissed as the machine raised its operator, suggesting a genie emerging from a bottle. The name subsequently became associated with a broader range of professional lifting and access equipment. Bushnell patented the Genie Hoist in 1968. During the 1970s, the company expanded its material-handling range, including the Teletower, and introduced its first personal lift in 1978. Manufacturing was initially based in Kirkland, Washington. In 1982, the company moved its headquarters to Redmond, Washington, and continued developing its production and engineering base in the state. Genie's product expansion accelerated in the 1980s and 1990s. The first Z-boom was introduced in 1984, providing the company with a product platform in boom access equipment. The IWP was introduced in 1993. Genie then added scissor lifts in 1997, trailer-mounted booms in 1998, and rough-terrain scissor lifts in 1999. The company also enlarged its Washington manufacturing footprint with a Moses Lake facility in 1998. In 2002, Terex Corporation acquired Genie Industries. The company was subsequently aligned with Terex's Aerial Work Platforms segment. Although ownership and corporate structure changed, the Genie name remained the customer-facing brand for its access and lifting products. Terex's international presence helped the brand extend manufacturing and distribution capabilities into additional regions, including China, Italy, and the United Kingdom. Genie equipment is used across construction, aviation, entertainment, government and military operations, industrial work, warehousing, retail, and building maintenance. The rental industry is particularly important: the referenced company description identifies rental customers as representing about 90 percent of domestic product sales and about 80 percent of sales outside the United States. This commercial profile has encouraged a portfolio emphasizing versatile machines that can be deployed across many job sites and fleet applications. The company recognized its fiftieth anniversary in 2016. Genie continues to operate as a Terex brand, with products spanning boom lifts, scissor lifts, material lifts, personal lifts, equipment handlers, and other aerial-work-platform categories. The available reference material does not identify current individual executives, detailed financial results, or a current official website URL for the brand.
- 2026
Genie marks 60 years
[9]Genie celebrated six decades of operations and product development in aerial access and material-handling equipment.
- 2024
Joshua Gross becomes President of Genie
[5]Joshua Gross succeeded Simon Meester as President of Genie after Meester became Terex President and Chief Executive Officer.
- 2019
Lift Connect telematics is introduced
[1]Genie introduced Lift Connect to deliver actionable machine and fleet information for equipment owners and rental companies.
- 2017
Genie Aerial Pros education platform launches
[1]Genie launched Aerial Pros as an education and information platform for customers, operators, rental businesses, and industry stakeholders.
- 2016
Genie celebrates its 50th anniversary
[3]The brand marked 50 years of product development, highlighting its push-around lifts, Z-booms, telehandlers, tracked systems, and other innovations.
- 2016
Xtra Capacity boom generation launches
[1]Genie introduced XC boom concepts with dual-envelope operating capacities intended to allow heavier loads while working at height.
- 2006
Z-135/70 articulating super boom launches
[2]Genie introduced the Z-135/70, an articulating super boom designed for extreme-height and up-and-over access.
- 2002
Terex acquires Genie Industries
[4]Terex acquired Genie Industries and incorporated it into the Terex Aerial Work Platforms organization while retaining Genie as a major product brand.
- 1999
Rough-terrain scissor lifts are added
[10]Genie broadened its scissor-lift offering with rough-terrain models for outdoor and uneven-site applications.
- 1998
Trailer-mounted booms and telehandlers expand the range
[3]Genie added trailer-mounted boom products and introduced the Telelift 2306 compact telehandler for agricultural and other applications.
Products and positioning
A professional access-equipment brand focused on safe, productive, and serviceable lifting of people, tools, and materials. Genie competes through a broad aerial-work-platform portfolio, strong relationships with equipment-rental companies, engineering for construction and industrial applications, and global support through Terex.
Material lift · 1966
Genie Hoist
The Genie Hoist was the original product associated with the brand's 1966 founding. It was a lightweight, portable lift using bottled compressed air and was designed to raise materials in indoor construction, installation, maintenance, and industrial settings. Its compact format established Genie's early reputation for portable lifting solutions and provided the technical and commercial foundation for later material lifts and access equipment.
Material lift · 1974
Genie Superlift and Superlift Contractor
The Superlift family developed Genie's portable material-handling concept into a broader range of manually transportable lifts. These products are intended for indoor applications such as construction, installation, maintenance, and warehouse work, where users need to position materials vertically without deploying large powered equipment. The family emphasizes portability, relatively low weight, and jobsite flexibility.
Articulated boom lift · 1984
Genie Z Boom Lifts
Genie's Z-boom range consists of articulated boom lifts designed to provide up-and-over access around obstacles. The Z-30/20, introduced in the 1980s, helped move Genie from portable material lifts into self-propelled aerial platforms and established a strong position in equipment rental. Later Z-booms have served construction, maintenance, industrial, entertainment, infrastructure, and general access applications.
Telescopic boom lift · 1992
Genie S Boom Lifts
The S series comprises telescopic boom lifts that provide long horizontal and vertical reach for construction, structural maintenance, industrial facilities, airports, shipyards, and other large sites. Models such as the S-60 and later super booms expanded Genie's reach capabilities beyond articulated access and helped the brand serve applications requiring high working heights, outreach, and platform capacity.
Scissor lift · 1997
Genie GS Scissor Lifts
Genie GS scissor lifts provide vertical access from compact slab models through larger rough-terrain machines. The range is used for construction, building services, industrial maintenance, warehousing, retail, and rental fleets. Genie has developed electric, hybrid, E-Drive, lithium-ion, and rough-terrain variants, with an emphasis on maneuverability, platform capacity, serviceability, and lower operating costs.
Portable personnel lift · 1993
Genie IWP Personal Lifts
The IWP family consists of portable personnel lifts designed for indoor maintenance, installation, inventory, facility management, and light construction tasks. These machines offer a more compact alternative to larger self-propelled platforms and are intended for work where portability, ground access, and a small footprint are important. They extend Genie's original portable-lift heritage into personnel access.
Trailer-mounted boom lift · 1998
Genie TZ Trailer-Mounted Booms
TZ trailer-mounted booms combine articulated access capability with towable transport. They are designed for contractors, maintenance providers, rental businesses, facilities teams, and other users that need to move an aerial lift between sites without using a dedicated heavy transport vehicle. The category provides a bridge between portable personnel lifts and larger self-propelled boom equipment.
Telehandler · 1998
Genie GTH Telehandlers
GTH telehandlers provide telescopic material handling for construction, agriculture, infrastructure, and industrial applications. The line entered Genie's broader portfolio through the expansion of compact telehandler products and became a key complement to aerial platforms. Models are designed for pick-and-carry work, reach, lifting capacity, and operation in environments where conventional forklifts may lack the required ground clearance or reach.
Telematics and fleet-management system · 2019
Genie Lift Connect
Lift Connect is Genie's telematics and fleet-support platform. It was developed in response to rental-industry demand for clearer information about machine location, utilization, operating condition, service needs, and potential failures. Genie describes the system as providing descriptive, predictive, and prescriptive information, helping owners and rental companies improve fleet decisions, maintenance planning, and equipment availability.
Marketing campaigns
- 202660 Years of Genie
Global
Genie's 60th-anniversary communication campaign connected the original 1966 Genie Hoist with the modern global portfolio of aerial work platforms, telehandlers, digital systems, and support services.
Outcome. The campaign emphasized continuity, customer partnership, product innovation, and the brand's long-term role in the access-equipment industry.
- 2024Sustainable and High Performance Construction Solutions at HIRE24
Australia · Asia-Pacific
Genie used the HIRE24 exhibition in Brisbane to showcase electric and hybrid boom and scissor lifts, lithium-ion technology, and the redesigned TraX track system.
Outcome. The event positioned electrification and lower lifecycle cost as central themes for rental fleets and construction customers in the Australian market.
- 2017Genie Aerial Pros
Global
An education-focused digital platform covering aerial-industry trends, safety, training, standards, service, product introductions, applications, customer stories, and rental-business topics.
Outcome. The platform expanded Genie's role from equipment supplier to ongoing information and education provider for operators, customers, and industry stakeholders.
- 2016Building the Future: 50 Years of Genie Innovations
Global
A global anniversary campaign presenting Genie's five-decade development from portable material lifts to articulated booms, scissor lifts, telehandlers, tracked products, and other aerial equipment.
Outcome. The campaign reinforced Genie as an innovation-led access-equipment brand and highlighted its historical relationship with rental companies and end users.
Brand decisions
2024
Prioritize electric, hybrid, and lower-cost-of-ownership equipmentStrategyBackground
Rental fleets and construction customers increasingly sought lower-emission equipment without sacrificing productivity, durability, or uptime.
Action taken
Genie promoted electric and hybrid boom and scissor lifts, lithium-ion batteries, E-Drive systems, and track-system improvements at HIRE24.
Aftermath
The strategy strengthened Genie's environmental and lifecycle-cost positioning in rental and construction markets, particularly in the Asia-Pacific region.
2024
Change in Genie and Terex aerial leadershipleadership_changeBackground
Terex planned a corporate leadership succession in which Simon Meester, then leader of the aerial-work-platform organization, would become Terex chief executive.
Action taken
Joshua Gross became President of Genie on January 1, 2024, while Simon Meester became President and Chief Executive Officer of Terex.
Aftermath
Genie continued under new operating leadership while remaining part of Terex's aerials organization.
2019
Launch Lift Connect telematicsProduct launchBackground
Rental companies and fleet owners needed more actionable information about utilization, machine condition, maintenance, and service requirements.
Action taken
Genie introduced Lift Connect to provide descriptive, predictive, and prescriptive equipment information.
Aftermath
Telematics became an important part of Genie's support and fleet-management proposition, complementing the physical equipment portfolio.
2016
Develop XC boom technology for heavier platform loadsGeneration changeBackground
Construction and industrial customers increasingly needed to carry more tools, materials, and personnel while working at height.
Action taken
Genie rolled out Xtra Capacity boom concepts using dual-envelope operating capabilities with different unrestricted and restricted platform capacities.
Aftermath
The approach was intended to reduce lift cycles and increase productivity by allowing operators to handle heavier loads with one machine.
2002
Terex acquisition of Genie IndustriesM&ABackground
Genie had developed into an internationally recognized aerial-lift manufacturer with a broad portfolio and multiple production and distribution activities.
Action taken
Terex acquired Genie Industries and organized it within Terex Aerial Work Platforms.
Aftermath
Genie remained the principal customer-facing brand for much of the access-equipment portfolio, while Terex supplied greater international scale and added telehandler capabilities to the range.
1997
Add scissor lifts in response to rental customersStrategyBackground
Rental companies were among Genie's largest customers and wanted to source a broader range of access equipment from the company.
Action taken
Genie began producing scissor lifts to complement its boom-lift and portable-lift products.
Aftermath
The move broadened Genie's offering and strengthened its ability to serve rental fleets with multiple categories of equipment.
1984
Move from portable lifts into self-propelled Z-boomsProduct launchBackground
Genie's early business was built around portable aluminum material lifts, while customers increasingly wanted equipment capable of reaching higher and working over obstacles.
Action taken
The company introduced the Z-30/20 articulated boom, using steel, engines, and hydraulic systems to create a more versatile self-propelled access platform.
Aftermath
The product helped Genie enter the rental market at scale and became the foundation for a major articulated-boom product family.
Recent events
- Unconfirmed
Dija acquires Genie[11]
Reported:
Dija acquired Cambridge-based grocery delivery startup Genie. The deal terms were undisclosed and included company assets; Genie founders Tim Chan and Callum MacBeth were to join Dija.
Genie launches Z-62/40 TraX in Europe and Russia[12]
Reported:
Genie is launching its Z-62/40 TraX articulating boom lift in the Europe and Russia region.
CPU Group releases digital asset register service[13]
Reported:
CPU Group released a digital asset register service for its business and education customers via its GENIE platform. The service lets users record, locate and manage inventory and arrange device repairs.
Swiggy launches Genie in over 15 cities[14]
Reported:
Swiggy launched Genie, a hyperlocal pickup-and-drop delivery service, in over 15 cities. The service included sending packages across a city or purchasing essentials from a store, and was limited to essentials including over-the-counter medicines during the lockdown.
Sources16 sources
- 1Our Storygenielift.com
- 2Our Story - Geniegenielift.com
- 3Building the Future: Genie Pioneers 50 Years of Innovationsgenielift.com
- 4Terex Corporation Announces New Operating Structure and Names Management Teaminvestors.terex.com
- 5Terex Announces Leadership Succession Planinvestors.terex.com
- 6Simon A. Meester Executive Profileinvestors.terex.com
- 7Joshua Gross Executive Profileinvestors.terex.com
- 8Genie HIRE24 Press Releaseww1.genielift.com
- 9Genie Press and Mediagenielift.com
- 10Genie (Terex)en.wikipedia.org
- 11Dija收购Geniethegrocer.co.uk
- 12Genie在欧洲和俄罗斯推出Z-62/40 TraXkhl.com
- 13CPU Group推出数字资产登记服务insurancebusinessmag.com
- 14Swiggy在15个以上城市推出Geniethehindubusinessline.com
- 15Coronavirus: Swiggy expands groceries and daily essentials delivery services to 125 citiesyourstory.com
- 16Dija acquires Cambridge-based Genie to expand its 10-minute grocery service across UK | TechCrunchtechcrunch.com
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