Words by Jenny Lynn Davis | Images by Ryan McGill
For nearly 20 years, Jasper and the surrounding communities turned to Winfield Equipment Rentals when they needed the right heavy equipment tools for the job. In June 2023, the name changed, but the faces behind the counter and the commitment to local customers stayed the same. Now operating as Empower Rental Group (ERG), the Jasper location has the support of a larger company while continuing to serve the community with the same small-town care and reliability people have counted on for years.
ERG, a growing network of equipment rental providers across the Southeast, acquired Winfield Equipment as part of its expansion. With approximately 36 locations stretching from Oklahoma to Central Florida, ERG provides access to a much wider range of equipment while maintaining the personalized service that Jasper customers have always known.
One of the biggest benefits of the transition is the expanded inventory. “If we don’t have something on our lot, we can get it from another ERG location and bring it in for our customers,” says Operations Coordinator Jennifer Wright, who has been with the Jasper store for five years. “That’s been a big advantage.”
While many corporate rental companies focus solely on contractors, ERG’s Jasper location continues to serve both individuals and businesses. Whether it’s a homeowner needing a pressure washer for a weekend project or a contractor looking for heavy equipment, the team ensures customers get what they need with fast, reliable service.
“Our store is unique because we have a high number of walk-in customers,” Wright explains. “A lot of rental companies only work with businesses, but we rent to anyone.”
Empower Rental Group was founded in 2021 with a mission to provide the strengths of a local rental company while offering the advantages of a larger network. Smaller, independent rental businesses are known for their great customer service, but they don’t always have the equipment people need. Big companies have plenty of inventory but often have long wait times, confusing billing, and a lack of personal service. ERG set out to fix those problems by offering the best of both worlds: a wide selection of equipment backed by a team that puts customers first. That approach ensures quick response times, transparent pricing, and a staff that understands and supports the community.
“We have five mechanics and a 24-hour service line,” Wright says. “If something breaks down, we’ll have someone out the same day. Bigger companies might make you wait days, but our focus is on fast service.”
Beyond equipment rentals, Empower Rental Group makes it a priority to support the local community.
“We donate to local charities, schools, and churches throughout Walker County,” says Operations Manager Steve Simerly, who joined the company in late 2023. “We’re part of this town, and we want to give back in meaningful ways.”
Simerly, like Wright, grew up in the area, and that local connection plays a big role in how the business operates. The Jasper team knows their customers, not just as transactions but as neighbors.
From small tools to large construction equipment, ERG helps people complete their projects. With an expanded inventory, responsive service, and a dedication to the local community, the company ensures that Jasper has the resources it needs to build, create, and grow.
Wright has a simple message for those who haven’t yet discovered what ERG has to offer: “We’re here, we’re local, and we’re ready to help.” WL
Empower Rental Group is located at 2375 Viking Drive, Jasper, Ala. 35501, and is open Monday through Friday from 7 a.m. to 4:30 p.m. To learn more, visit renterg.com or call 205-387-0000.
Potential renters: Mention that you saw this article on The Walker Leader and get 10% off your rental at Empower Rental Group – Jasper!
