In June 2026, ETS Equipment Rental turns 10 and celebrates a decade of history. We invite you to look back with us at the moments that shaped this company — and understand how a single frustration on a construction site became one of the most trusted names in equipment rental in Massachusetts.
2016: Where It All Started
In 2016, Elson Tavares Siqueira was working at a job site in Massachusetts when he needed to rent a forklift. What should have been a simple transaction turned into a maze of paperwork, inflated costs, and wasted time. It was the kind of friction every contractor in Massachusetts had learned to absorb.
Rather than accept it, he bought his own equipment and decided to approach construction equipment rental differently. If renting equipment in Massachusetts felt like a punishment, there was room for someone willing to make it feel simple.
That someone was a Brazilian immigrant who had come to the United States as a young man, built a life in construction, and learned early that the contractors and workers keeping job sites moving rarely had anyone genuinely in their corner.
Starting with four telehandlers out of Hopedale, ETS Equipment Rental set a standard that held through every year of growth that followed. Transparent pricing, equipment that worked when it arrived, and a team that answered the phone and spoke the language of the people calling — in English, Portuguese, or Spanish.
Contractors in Massachusetts who had been conditioned to expect delays and double-billing found something different. Word traveled the way it always does in the construction trade: crew to crew, job site to job site. Equipment rental in New England, for the contractors working the region’s busy construction market, had a new option.
From the earliest days of ETS Equipment Rental, Roberta Roman was there. She joined the company in 2016 and became, from the start, Elson’s most trusted right hand. Ten years later, her title reflects what she has always done: Director of Operations. As ETS marks its first ten years in June 2026, Roberta marks the same milestone alongside it.
A few years into the company’s life, Estevão Costa came on board as co-owner and partner, taking his place alongside Elson at the helm of ETS Equipment Rental. Together, the two partners lead the company’s strategy and growth, bringing complementary strengths to decisions that shape what ETS is and where it goes next. Under their joint leadership, ETS expanded its fleet, grew its infrastructure, and built a team capable of supporting contractors across the region. The inventory expanded well beyond the original four telehandlers — excavators, skid steers, aerial lifts, compaction equipment, forklifts — covering the full range of what contractors in Massachusetts and across New England need to keep projects moving.
More Than Equipment: A Presence in the Community
In Hopedale — the community where the company was founded and headquartered — ETS became the MVP sponsor of the Hopedale Youth Baseball program in 2025. That same year, the company formalized a deeper connection to Massachusetts infrastructure by sponsoring a major state highway, a visible presence on a road traveled by the same contractors in Massachusetts who had been trusting the company’s equipment for years.
These commitments reflect something Elson understood from his own experience as an immigrant building a business in this country: a company offering equipment rental in Massachusetts isn’t just moving machines — it’s part of the infrastructure that keeps communities like Hopedale running. When you grow inside one, you owe something to it in return.
Hopedale, North Andover, and Cohasset: Three Locations Across the State
By September 2025, ETS Equipment Rental opened its second location in North Andover, Massachusetts. The Hopedale yard had been the anchor south of Boston; North Andover extended the company’s reach north toward the North Shore, the Merrimack Valley, and southern New Hampshire. Contractors in Massachusetts and beyond could now access equipment rental in New England from both ends of the state.
The expansion proved what Hopedale had demonstrated: the model scaled. The well-maintained fleet, the no-nonsense service, the bilingual team — none of it was lost in the move to a second location.
Then in April 2026, ETS Equipment Rental announced the acquisition of Bison Rental in Cohasset, adding a third Massachusetts location covering Plymouth County and the South Shore.
MBE Certification: A Recognition That Reflects the Company’s Roots
In January 2026, ETS Equipment Rental received its Minority Business Enterprise (MBE) certification in Massachusetts — a formal acknowledgment of what the company had been since its founding: a business built by an immigrant entrepreneur, serving a workforce as diverse as the construction industry itself.
The MBE certification carries real weight for contractors in Massachusetts pursuing public and private projects with supplier diversity requirements. For ETS Equipment Rental, it also carries a more personal significance. It represents the arc of Elson’s story in this country — arriving with ambition, working in construction, identifying a gap, and building something that now holds official recognition from the Commonwealth.
Named One of the Fastest-Growing Equipment Rental Companies in North America
In June 2025, ETS Equipment Rental received one of the most meaningful external recognitions in its history: the company was named to the 2025 Equipment Rental Market Movers list by Rental Management magazine — the official publication of the American Rental Association, which has served the equipment rental industry since 1955.
The Market Movers designation recognizes equipment rental companies across North America that demonstrated the highest percentage growth in rental revenue. It is a competitive list — companies must submit verified financial results to be considered — and ETS Equipment Rental earned its place on it. The recognition measures a window of growth that includes some of the most demanding years the industry has faced: supply chain disruptions, labor shortages, and a construction market in constant flux.
“These businesses found, and created, opportunities to grow while continuing to serve a loyal customer base — this is not an easy task. The rental industry is better because the Market Movers’ impact,” said Lauren Watts Mau of Rental Management.
Then, in June 2026, ETS Equipment Rental was named to the list for a second consecutive year. The 2026 Market Movers class — published on June 2, 2026 — recognized ETS for 15% growth in rental revenue between 2023 and 2025. The asterisk next to the company’s name on the 2026 ranking designates ETS as a multi-year Market Mover, a distinction reserved for companies that have earned a place on the list in more than one year.
Estevão Costa reflected on both milestones in Rental Management’s 2026 feature: “Between being named a Market Mover in 2025 and the company turning 10 years old, it’s an honor for us to be part of this growing market.”
Ten Years In and One Standard Holding
Looking at ETS Equipment Rental in June 2026 — ten years after Elson bought those first machines in Hopedale — what stands out most is the consistency as a company.
Equipment rental in Massachusetts, the way ETS delivers it today, works on the same terms it worked in 2016. The machines arrive fueled and ready to work. The contracts don’t hide fees. And the equipment arrives anywhere in New England within 24 hours. That consistency is what built something worth trusting.
What the Next Ten Years Hold
ETS Equipment Rental enters its second decade with a team that understands what the company is supposed to be. There are more contractors in Massachusetts to serve, more regions of New England to reach, and more problems to solve for the people who build this state every day.
Elson came to the United States looking for opportunity and built it into a company that now moves construction equipment rental across Massachusetts and beyond. He didn’t do it alone: Estevão Costa, Roberta Roman, and a team built over ten years made ETS what it is. That’s what this anniversary is really about.
ETS Equipment Rental serves all of New England from three Massachusetts locations: Hopedale, North Andover, and Cohasset. Equipment delivery in 24 hours or less. Service in English, Portuguese, and Spanish. Visit etsequipmentrental.com/equipment-portfolio/ or call to get a quote and check current promotions.
