From only three UK depots and 270 machines in 2002, AFI Rentals Group has expanded to 15 locations in the UK and six in the Middle East. We have a fleet of more than 6,000 powered access machines and provide training for more than 10,000 people each year. We have built a strong reputation for the breadth and quality of our fleet and our exceptional customer service. We are involved in high-profile construction, development and redevelopment projects. Recent examples in the UK include some of the country’s largest and most complex infrastructure initiatives, such as HS2 and Sizewell C. Our Major Projects team oversees the delivery of services into megaprojects across UK airports, bridges, tunnels, highways, railways, hospitals, seaports, power stations, data centres and dams.
Customer Service – We put our customers at the heart of everything we do and strive to offer them considerably more than our competitors to build trusted, long-term relationships. We promote a culture across our Group of being ‘Friendly, Helpful and Professional’. This is The AFI Way. We maintain a Service Level Pledge, which is a commitment to fulfilling orders on most of our fleet within specified time periods.
Our core values centre around professionalism, service, and safety. As one of the largest and most successful providers of powered access solutions in the UK, we prioritise career development and promotion. We are fully committed to being the best within our industry, bringing to life every day our core values of Teamwork, Customer Service and Profitability, with Health and Safety at the centre. These values are critical to our success and will continue to be so.
Profitability – Like most businesses the 2020 pandemic was a challenging time for AFI. Since then, we have been on a continuous journey of optimising efficiency through fundamental changes to our systems and processes to deliver a service with a substantially lower cost base. This involved restructuring the UK rental business into consolidated centres of excellence to deliver group services like engineering support across our business. Over this time we have invested significantly in digital transformation to support our evolving business model. We continue to adopt technology which improves performance in each business unit area and enhances the customer experience.
Since 2020, AFI has strategically evolved its rental fleet to meet the changing demands of the infrastructure sector. Recognising the growing need for specialist access solutions with extended hire periods, we have broadened our offerings to include van-mounted platforms, spider lifts and underbridge access units. These additions address critical infrastructure projects, such as highway maintenance, rail inspections, and utility work, where flexible, reliable access is vital. The investment in these high-demand products aligns with market trends, ensuring AFI remains a key provider of specialist access solutions while enhancing fleet utilisation and supporting sustained revenue growth. AFI has strengthened its position as a strategic partner for long-term infrastructure projects by adapting to industry needs and extending hire durations.
Team Development – AFI’s success is built on teamwork, clear roles, good communication, and a culture of mutual support. Our customers have options, and they rightly expect good service. Excellent customer service creates a formidable platform for generating new business. Health, safety, environmental, and quality (HSEQ) standards are embedded in company policies and incentives.
AFI promotes diversity and equal opportunities. The business invests in training each year, with employees averaging four training days per year through classroom and e-learning sessions. A structured induction programme and regular refresher courses ensure employees are well-prepared. AFI’s “Training Plus” scheme supports personal development beyond job skills, including driving and language courses. A robust appraisal system tracks progress and identifies further training needs.
Apprenticeships – AFI invests heavily in apprenticeships, developing ‘home-grown’ talent. We typically welcome ten new apprentices yearly. Most complete their programmes and secure full-time roles. Our apprenticeships cover engineering, business administration, hire desk, marketing, finance, and IT, with many progressing to further qualifications. AFI apprentices have won top industry awards, including ‘Apprentice of the Year’ and ‘Hire Achiever of the Year’, highlighting the programme’s success.
Health & Safety – Acting safely and responsibly is a fundamental cornerstone of our business. We continually strive to reduce our accident frequency rate and prevent near misses by embedding a safety-first culture throughout AFI. Through strong leadership, continuous improvement and a focus on positive behaviours, we encourage everyone to take personal responsibility for creating the safest possible working environment.
Environmental Commitment – We are always looking at ways to manage our carbon footprint. From powering our buildings from fully renewable sources to launch of a carbon offsetting scheme in 2023 in partnership with Ecologi, and our EcoVadis bronze award for sustainability, demonstrates that our commitment to the environment is simply who we are. As part of our ongoing commitment, we now hold customer emissions data in our AFI customer portal / app and we are investigating the potential to launch certified net-zero transport and net-ze.ro machine rental for our customers.
Safety & Innovation – Along with continued investment in a high-quality, sustainable rental fleet, the Group has invested extensively in innovation and digital transformation. This drives efficiency, makes life easier for our customers, supports our people, and improves our impact on society.
AFI was the first to launch a Smart Off-hire Technology Project that enabled end-users to off-hire their machines directly from the site by scanning a MEWP-specific QR code on each powered access machine within their rental fleet. Following this, we developed a bespoke Route Planning Software System for our MEWP delivery and collection vehicles to enhance customer efficiencies. Subsequently, we introduced a new Machine Availability Checking System designed to improve internal communications between the sales team and the fulfilment centre and externally from the sales team to the customer. This enabled us to respond more swiftly to customers regarding short-notice orders, ascertain the accurate level of non-fulfilment, and fulfil more orders.
Recently, our Truck Mount Division prioritised innovation and efficiency. The team launched a digital project automating labour and asset allocation for truck-mounted platforms and spiders to modernise resources, job planning, and asset management. The bespoke system integrated cutting-edge technology to boost efficiency, sustainability, and customer satisfaction.
To maximise efficiency, the business has introduced resource sharing, moving direct labour to fulfil demand rather than traditionally outsourcing work to meet increased demand. The company estimates this has generated efficiency savings of £500,000 per annum.
Acting safely and responsibly is central to the AFI philosophy, and we will consistently strive to refine business processes to ensure we maintain the safest working environment and conduct ourselves ethically and responsibly throughout our supply chains.
AFI Rentals Group Ltd and its subsidiaries. Company No: 12036570, Registered Office: Pope Street, Normanton, West Yorkshire, WF6 2TA.