Sandhills Global
Sandhills Global is a privately held information-processing and trade-media company serving transportation, agriculture, aviation, and heavy-equipment markets.
Last updated October 14, 2026
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Overview
Sandhills Global is a privately held American information-processing company headquartered in Lincoln, Nebraska. Its business combines specialized trade publications, industry websites, online marketplaces, hosted technology services, data products, and software for professional buyers and sellers. Rather than operating as a general-interest media company, Sandhills builds vertical information platforms around industries in which equipment, vehicles, aircraft, agricultural assets, and commercial services are bought, sold, valued, rented, or managed. The company began in 1978 as Peed Corp., founded by Tom and Rhonda Peed in Webster City, Iowa. In 1985, the business moved its headquarters to a 68-acre campus in Lincoln, Nebraska, which remains its principal base. Over time, the company expanded from print publishing into digital marketplaces and technology infrastructure. Its operating model links industry-specific publications with companion websites and online services, allowing listings and commercial information to reach specialized audiences across multiple channels. Sandhills' principal sectors are transportation, agriculture, aircraft, and heavy machinery. Its portfolio includes well-known trade titles and marketplaces such as TractorHouse, Machinery Trader, Truck Paper, CraneTrader, Tree & Landscape Equipment Trader, RentalYard, and AuctionTime. These brands support the discovery, advertising, sale, rental, and auction of equipment and commercial assets. The company also publishes Controller, Executive Controller, and Charter Hub, which serve more specialized professional and aviation audiences. Many of the print titles have corresponding websites, extending their reach beyond their original publication formats. The company also develops and operates software and online services. Examples include AddAShop, an e-commerce platform; Equipmentfacts, an online auction service; FleetEvaluator, a fleet and equipment evaluation product; FR8Star, a transportation-related service; TelematicsPlus, fleet-management software; and Value Insight Portal, an asset-valuation tool for equipment and trucks. Other sector-specific properties address aircraft economics, livestock, motorsports, trailers, paving equipment, power systems, oil-field equipment, utility vehicles, and specialty-crop machinery. This combination of media, marketplace, data, and workflow products gives Sandhills a diversified role in business-to-business commerce. Sandhills has developed an international presence through regional operations and brands. Sandhills East has offices in Manchester in the United Kingdom, Colonnella in Italy, and Johannesburg in South Africa. Sandhills Pacific is based in Brisbane, Australia, with an additional office in Christchurch, New Zealand. International and region-specific brands include MarketBook, Farm & Plant Buyers Guide, Farm Machinery Locator, Truck Locator, CamionSuperMarket, Machinery Trader Resale Weekly, Truck Buy & Sell International, Aviation Trader, and TruckWorld. The company therefore serves buyers, dealers, auctioneers, manufacturers, fleet operators, and other commercial participants across a broad geographic area. Its physical infrastructure has expanded alongside its digital operations. Sandhills added a data center in Scottsdale, Arizona, in 2000 and completed a second data center on its Lincoln campus in 2011. The Lincoln facility was designed as a LEED Gold-rated building and includes a server farm and three living roofs. Further campus growth included an IT facility in 2015 and a Cyber Center announced in 2017, with workstations, classrooms, training areas, reception facilities, and a cafe. The company also opened an office in Sidney, Nebraska, in 2017. Sandhills maintains a visible community role in Nebraska. Its charitable support has included organizations such as the Food Bank of Lincoln, YMCA of Lincoln, Lincoln Children's Zoo, Madonna Rehabilitation Hospital, Lincoln Community Playhouse, Junior Achievement, Habitat for Humanity, and Special Olympics. In 2023, the company announced a $4 million contribution toward the Lincoln Youth Complex, and the Lancaster Event Center was renamed the Sandhills Global Event Center under a 15-year naming-rights agreement. Sandhills remains privately held and active, with its identity centered on specialized industry information, digital commerce, and technology services.
History
Sandhills Global traces its origins to 1978, when Tom and Rhonda Peed established Peed Corp. in Webster City, Iowa. The company later relocated its headquarters to Lincoln, Nebraska, in 1985. The move placed the business on a 68-acre campus in Lincoln's Highlands neighborhood, which became the long-term base for its publishing, technology, and infrastructure operations. The company's development reflects the broader transition of specialized trade publishing from print toward integrated digital information and commerce. Sandhills built a portfolio of sector-focused publications and websites covering transportation, agriculture, aircraft, construction, industrial equipment, and related markets. Its publications provide advertising and market information for commercial assets, while its digital services support listings, auctions, valuations, e-commerce, and fleet-related operations. In June 2000, Sandhills expanded its technical infrastructure with a data center in Scottsdale, Arizona. In 2011, it completed an additional data center on the Lincoln campus. The Lincoln facility received LEED Gold recognition and houses the company's server farm; it also includes three living roofs. These investments supported the company's growing dependence on online listings, websites, data services, and hosted applications. The Lincoln campus expanded again in 2015 with an additional IT facility. During the same year, Sandhills worked with Goss International to install a new press and saddle-stitcher, increasing its printing capacity. Although the company was increasingly digital, the investment demonstrated that print publications remained part of its operating model. In 2017, Sandhills announced construction of a 42,000-square-foot Cyber Center in Lincoln. The facility was planned with approximately 240 employee workstations, reception and cafe space, classrooms, and training facilities. Sandhills also opened an office in Sidney, Nebraska, that year. These additions supported its workforce, software development, technical operations, and training activities. Sandhills' brand portfolio expanded across both domestic and international markets. Its United States-focused publications and platforms include TractorHouse, Machinery Trader, Truck Paper, CraneTrader, Tree & Landscape Equipment Trader, RentalYard, and AuctionTime, along with professional titles such as Controller, Executive Controller, and Charter Hub. The company also developed or operated specialized online services including AddAShop, Aircraft Cost Calculator, EquineMarket, Equipmentfacts, Fast Track Iron, FleetEvaluator, FR8Star, LiftsToday, LivestockMarket, MotorSportsUniverse, OilFieldTrader, OtherStock, PavingEquipment, PowerSystemsToday, SpecialtyCropEQ, TelematicsPlus, UtilityTrailersToday, and Value Insight Portal. Internationally, Sandhills operates through Sandhills East and Sandhills Pacific. Sandhills East has offices in Manchester, Colonnella, and Johannesburg, while Sandhills Pacific is based in Brisbane and also has an office in Christchurch. International brands include MarketBook, Farm & Plant Buyers Guide, Farm Machinery Locator, Truck Locator, CamionSuperMarket, Machinery Trader Resale Weekly, Truck Buy & Sell International, Aviation Trader, and TruckWorld. Community support has been an important part of the company's public presence, particularly in Nebraska. Sandhills has supported the Food Bank of Lincoln, YMCA of Lincoln, Lincoln Children's Zoo, Madonna Rehabilitation Hospital, Lincoln Community Playhouse, Junior Achievement, Habitat for Humanity, and Special Olympics. In March 2023, it announced a $4 million gift for the Lincoln Youth Complex. In August 2023, the Lancaster County Agricultural Society approved a 15-year naming-rights arrangement that renamed the Lancaster Event Center the Sandhills Global Event Center. Sandhills remains a privately held active company whose operations span specialized media, marketplaces, software, data, and industry services.
- 2023
Lincoln Youth Complex gift announced
[1]Sandhills announced a $4 million gift toward development of the Lincoln Youth Complex.
- 2023
Lancaster Event Center received Sandhills naming rights
[1]A 15-year naming-rights agreement resulted in the venue being renamed the Sandhills Global Event Center.
- 2017
Cyber Center announced and Sidney office opened
[1]Sandhills announced a 42,000-square-foot Cyber Center in Lincoln and opened an additional office in Sidney, Nebraska.
- 2015
Lincoln campus and printing capacity expanded
[1]Sandhills expanded its Lincoln IT facilities and worked with Goss International to add a press and saddle-stitcher.
- 2011
Lincoln data center completed
[1]The company completed a LEED Gold-rated data center on its Lincoln campus to house its server farm.
- 2000
Scottsdale data center added
[1]Sandhills added a data center in Scottsdale, Arizona, strengthening its technology infrastructure.
- 1985
Headquarters moved to Lincoln
[1]The company relocated its headquarters to a 68-acre campus in Lincoln, Nebraska.
- 1978
Company founded as Peed Corp.
[1]Tom and Rhonda Peed established Peed Corp. in Webster City, Iowa, creating the business that later became Sandhills Global.
Products and positioning
A specialized business-to-business information and commerce platform serving equipment-intensive industries through trade media, digital marketplaces, data products, and hosted software.
Agricultural equipment marketplace and trade publication
TractorHouse
TractorHouse is a Sandhills brand serving the agricultural equipment market. Its publication and website provide listings and industry information for tractors, farm machinery, and related assets, connecting dealers, sellers, and professional buyers.
Heavy equipment marketplace and trade publication
Machinery Trader
Machinery Trader is a specialized marketplace and publication for construction, industrial, and heavy equipment. It combines classified listings and digital discovery tools for businesses seeking to buy or sell machinery.
Commercial truck marketplace and trade publication
Truck Paper
Truck Paper focuses on commercial trucks and transportation equipment. Its print and online formats support equipment advertising and purchasing activity among dealers, fleets, operators, and other industry participants.
Equipment rental marketplace
RentalYard
RentalYard is a Sandhills platform for equipment rental listings. It helps businesses discover rental machinery and related equipment through a sector-specific online marketplace.
Online auction platform
AuctionTime
AuctionTime is an online auction service for equipment and commercial assets. It extends Sandhills' marketplace activities from classified listings into auction-based buying and selling.
Online auction and equipment service
Equipmentfacts
Equipmentfacts is a Sandhills online service associated with equipment auctions and digital transaction workflows, supporting the sale and discovery of machinery and other commercial assets.
E-commerce platform
AddAShop
AddAShop is a hosted e-commerce platform in the Sandhills portfolio. It provides online selling and storefront capabilities for businesses that need a digital commerce presence.
Fleet-management software
TelematicsPlus
TelematicsPlus is fleet-management software intended for commercial operators. It represents Sandhills' expansion from media and listings into operational technology for transportation and equipment businesses.
Asset valuation and market-data tool
Value Insight Portal
Value Insight Portal, also known as VIP, is an asset-valuation product for equipment and trucks. It supports commercial decision-making by providing valuation and market insight within Sandhills' industry-data ecosystem.
International equipment marketplace
MarketBook
MarketBook is one of Sandhills' international marketplace brands, extending the company's equipment-listing model to overseas markets and regional industry audiences.
Brand decisions
2023
Community investment in Lincoln Youth ComplexOtherBackground
Sandhills supported the development of a major youth sports complex in Lincoln, Nebraska.
Action taken
The company announced a $4 million gift toward the project.
Aftermath
The contribution strengthened Sandhills' community and civic presence in its headquarters city.
Gift amount. $4 million (2023)
2023
Sandhills Global Event Center naming agreementOtherBackground
The Lancaster Event Center pursued a naming-rights arrangement with Sandhills Global.
Action taken
The Lancaster County Agricultural Society approved a 15-year contract, resulting in the venue being renamed the Sandhills Global Event Center.
Aftermath
The agreement gave Sandhills a prominent civic and regional brand presence in Nebraska.
Recent events
Sandhills Global launches Value Insight Portal[2]
Reported:
Sandhills Global launched Value Insight Portal, a service powered by FleetEvaluator that provides equipment market valuations. The service became available on North American Sandhills retail marketplaces.
Sandhills Global launches LivestockMarket.com[3]
Reported:
Sandhills Global announced the launch of LivestockMarket.com, an online marketplace for private treaty sales of livestock, horses, and hay.
Sandhills Global launches TelematicsPlus[4]
Reported:
Sandhills Global announced the launch of TelematicsPlus, an online portal for fleet managers, operators, and rental companies to view and manage mixed-fleet telematics data from one location.
Sources4 sources
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