Associated Equipment Distributors’ (AED) 2025 Women in Equipment Conference, held September 17–19 in Chicago, Illinois, drew a record-breaking 131 attendees representing dealerships, manufacturers, and service providers across all areas and levels of the equipment industry.
Conference programming addressed leadership skills and the unique challenges women face in the workplace, while highlighting the critical role allies play in supporting lasting change.
The keynote session, “Likeable Badass: The Science of Winning the Status Game,” featured Alison Fragale and Lisa Rottmann. Fragale, a research psychologist, professor, speaker, and author, shared insights into workplace dynamics, influence, and confidence. Rottmann, President of Stowers Machinery Corp. of Tennessee, added industry perspective. They challenged attendees to rethink how status, leadership, and opportunity are shaped in today’s workplace.
“This is my fourth time attending, 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.”
The 2026 Women in Equipment Conference will take place September 16-18, 2026, at the Kimpton Aertson Hotel in Nashville, Tennessee.
