SCHAUMBURG, IL — The Associated Equipment Distributors (AED) 2025 Women in Equipment Conference was recently held in Chicago, Illinois. The annual event drew a record-breaking 131 attendees representing dealerships, manufacturers, and service providers across all areas and levels of the equipment industry.
The conference featured programming designed to advance leadership skills, foster connections, and address the challenges women face in the workplace — while highlighting the role allies play in supporting lasting change.
A highlight of the event was the keynote session, "Likeable Badass: The Science of Winning the Status Game - A Fireside Chat with Alison Fragale & Lisa Rottmann." Fragale, a research psychologist, professor, international speaker, and author, shared insights into workplace dynamics, influence, and confidence. She was joined by Rottmann, President of Stowers Machinery Corp., who brought industry perspective and real-world leadership experience. Together, they delivered a conversation that challenged attendees to rethink how status, leadership, and opportunity are shaped in today’s workplace.
“This is my fourth time attending [the Women in Equipment Conference], and I look forward to it every year,” said Kerri Courrier, Regional Aftermarket Manager at RDO Equipment. “The speakers are always insightful, and the networking is invaluable — especially with so many new faces this year. I highly recommend this conference as a meaningful way to connect, build relationships, and strengthen the presence of women in equipment.”
“The 2025 Women in Equipment Conference was an incredible success and a testament to the strength, talent, and leadership that women bring to our industry,” AED President & CEO Brian P. McGuire said.
