PAGE 02 Invest In The Best Passion For Excellence Mutual Respect One Team Customers For Life Our Culture PROJECT ATLAS OUR PURPOSE STATEMENT Delivering Trust That Makes A Difference OUR GUIDING PRINCIPLES MISSION AND VALUES More than an equipment company, Alta is an innovator of solutions, delivering diverse products, and unrivaled support centered on building lasting customer relationships. Alta Equipment Group is excited to announce that Hugh Parry has joined the company as its new Chief Strategy Officer (CSO). Hugh brings a wealth of experience in strategic growth, operational excellence, and transformation leadership across industrial services and capital equipment markets. Throughout his career, Hugh has led cross-functional teams through complex growth strategies, M&A execution, and enterprise-wide performance improvement initiatives. He has held roles with both Fortune 500 and high-growth companies, consistently delivering measurable value through a hands-on, data-driven, and collaborative approach. Alta is pleased to announce the launch of its ERP implementation initiative, Project Atlas, which officially kicked off on January 13th of this year. The project aims to replace the current e-Emphasys ERP system—used since December 2017—with Microsoft Dynamics 365. At the core of Project Atlas is a vision to enhance the overall Alta employee experience by: Improving communication and collaboration across teams, customers, and business partners Streamlining processes, automating routine tasks, and enabling employees to focus on more meaningful and engaging work Providing faster, more insightful data to support better decision-making The decision to transition to a new ERP system was not made lightly, especially given the significant time and effort required from team members across the organization. Currently, more than 50 employees are deeply involved in the project on a daily basis, with many others stepping up to ensure business operations continue smoothly. Alta leadership extends sincere thanks to everyone contributing to Project Atlas and demonstrating a true Passion for Excellence throughout this important transformation. In his role as CSO at Alta, Hugh will focus on identifying, defining, and executing enterprise- level strategic initiatives that capture long-term value. He joins Alta at a pivotal time, as the company continues to build a unified, purpose-driven culture centered on “Delivering Trust That Makes a Difference.” His leadership will further strengthen Alta’s ability to anticipate change, seize opportunities, and thrive in an evolving market landscape. We are proud to share that Alta is now officially a registered trademark. This milestone underscores the strength and recognition of the Alta name in the industries we serve. It’s a reflection of our commitment to building a trusted, enduring brand for our customers, employees, and partners.