In an era marked by global uncertainty, economic volatility, and shifting trade dynamics, Canadian businesses are rethinking their strategies for resilience and growth.
Doug Dougherty, CEO of Cooper Equipment Rentals, has a path forward: double down on Canadian roots, invest locally, and build partnerships that last. In this exclusive Q&A, Dougherty shares his thoughts on the impact of tariffs, the role of equipment rental in Canada’s infrastructure boom, and why supporting Canadian businesses is not just patriotic — it’s strategic.
SiteNews: After the industry worked through the COVID-19 pandemic and major supply chain disruptions during the past few years, what was your reaction when you learned that tariffs could throw another major challenge in front of the sector?
Dougherty: Tariffs are the latest reminder that we can’t afford to take stability for granted. If it wasn’t a priority before, it’s hard to deny now just how important it is to invest in Canadian businesses and supply chains. This isn’t about drawing lines or pointing fingers. It’s about making smart, strategic choices that strengthen our economy and our communities.
At Cooper, we’ve made a deliberate shift to invest locally – choosing Canadian-owned suppliers wherever we can and building partnerships that last. Because when we support each other, we build something stronger than any single challenge. That’s the kind of country we want to be part of.
As the uncertainty of the ongoing trade war with the U.S. continues, tell us a bit about Cooper’s Canadian roots and the importance of supporting local businesses.
Supporting Canadian businesses isn’t just good for the economy. It’s a smart, strategic choice for long-term strength.
Cooper has been 100% Canadian owned and operated since we opened our doors in 1972. Today, we have more than 85 branches in 6 provinces and employ more than 1,300 people. We’ve been around since the Trans-Canada was two lanes west of Regina – and through it all, we’ve made a conscious choice: To grow here, to stay here, and to keep our focus on serving Canadian customers.
That decision matters more than ever. In a world of shifting trade relationships and rising uncertainty, there’s real value in knowing who you’re buying from, where your dollars go, and how those choices shape the economy around you. That’s why we’re taking a closer look at our own supply chain—shifting spend to Canadian vendors where we can and continuing to invest in the communities we call home. Not because it’s easy, but because it’s the right move for the long haul.
That decision matters more than ever. In a world of shifting trade relationships and rising uncertainty, there’s real value in knowing who you’re buying from, where your dollars go, and how those choices shape the economy around you.
Dougherty
To say we believe in the power of Canadian businesses is an understatement. I won’t pretend there aren’t challenges ahead – we’re cautious about the future as we shift from U.S. owned to Canadian owned vendors and partners where possible. But we also know this is a great opportunity to go further and build bigger.
What does it mean to you to be a Canadian company?
Being a Canadian company isn’t just about where we’re headquartered – it’s about what we stand for.
It means showing up with Canadian values: hard work, humility, fairness, and the belief that when one of us succeeds, we all move forward.
We’ve chosen to grow here, not because it’s easy, but because it reflects who we are. We’re focused on Canadian industries, Canadian jobs, and keeping more of our dollars in-country.
It might not make headlines. But it matters. We’re not just renting equipment. We’re helping build Canada, one project, one partnership at a time.
What sort of contributions does the Canadian construction industry make to the nation as a whole?
It’s a pillar of our economy. The Canadian construction industry contributes more than $150 billion annually to the GDP. There are more than 370,000 construction businesses coast to coast, employing over 1.6 million Canadians. And they show up on the frostbitten mornings when even the sun can’t be bothered. In December 2024, investment in building construction rose by 1.9% to $21.8 billion. The construction industry is actively building Canada.
What role do equipment providers like Cooper have to play as Canada looks to bolster its economy?
We play a bigger role than most people think. We don’t just support the work; we enable it. Infrastructure, energy, housing – none of it moves without the right equipment, in the right place, at the right time.
Ask any contractor and they’ll tell you competition is steep. We help them scale up or down without the cost of ownership. We bring more than machines. GPS tracking, performance data, electric equipment and fuel monitoring help our customers work smarter and reduce emissions. We train operators, help keep jobsites safe, deliver 24/7, and show up in emergencies.
Building Canada requires more than equipment. It requires committed partners – like Cooper.
What sort of impact has the trade war had on the equipment rental sector?
The construction industry depends heavily on cross-border trade with the U.S. – especially for key building materials like steel, lumber and aluminium. Trade tensions and tariffs have added pressure across the board, straining supply chains, inflating costs, and delaying projects.
In the equipment rental sector, specialized machinery and replacement parts sourced from the U.S. have become more expensive, and in some cases harder to access – leading to delays and increased operating costs. The uncertainty has made businesses more cautious about large capital investments.
Don’t wait for certainty – build it. Global pressures aren’t going away, and hoping for stability isn’t a strategy. Get clear on your values and make decisions that reflect them.
Dougherty
But that’s exactly where rental comes in. In times of volatility, companies often tighten spending, and rental becomes the smarter, more flexible option. Our sector remains stable and responsive, ready to support the builders and industries Canada depends on.
With discussions about infrastructure investment on the rise in Canada, is Cooper
preparing to support these demands?
Yes, we are. With high infrastructure spending on the way for 2025, we predict specialized equipment sectors are only going to grow. At Cooper we’ve invested heavily in our Pump & Power, Trench Safety, and Climate Control divisions to support this. We’ve also invested in our fleet over the last several years. In fact, Cooper has the lowest fleet age out of all the rental providers in the market.
When we consider all the infrastructure projects projected for the future, I can’t help but wonder who is going to do all this work. Labour shortage challenges aren’t just a flashy headline – finding and retaining labour in the construction industry is a real issue. We may not be able to supply customers with workers, but we can provide the right equipment exactly when and where it’s needed.
What advice would you give to other Canadian businesses trying to stay resilient amid global economic pressures?
Don’t wait for certainty – build it. Global pressures aren’t going away, and hoping for stability isn’t a strategy. Get clear on your values and make decisions that reflect them. For Cooper, that means choosing to invest domestically, not just because it feels good, but because it makes sense.
Know where your dollars are going. Ask tougher questions of your suppliers. Look for opportunities to shorten your supply chain and strengthen partnerships at home. This is why we’re not only choosing supply chain partners that are Canadian owned, but also reaching out across the world to find partners that share our values.
And remember: The long game matters. Growth is important – but so is staying grounded in who you are and the kind of economy you want to be part of building.
