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We’re rethinking machinery to make life easier, so anyone can tackle the tough jobs and get it done.
Made to solve real-world problems for real-world results. We’re focused on R&I so you get a better ROI.
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Yes, I’d like a demo of a machine | Let’s Talk
Our Story
It took Master Machinery 16 years to get off the ground. That’s how long we spent researching, testing and talking with users about their experience. So while Master Machinery only started in 2024, our roots go back decades in the hire game, where we learned what works and what doesn’t work.
It might just be the longest research and testing phase in New Zealand history. That’s ok though. We’ve put in the hard yards to make your job easier.
We started Master Machinery in 2024 but our roots go back decades. We’ve been in the hire game forever and it’s where we’ve learned what works and what doesn’t work. Every hire has been treated as a research and development opportunity, which probably means we’ve been running the longest R&D programme in New Zealand history. It’s this hard work that goes into making your job easier.
The Smith family was heavily involved with farming and horticulture machinery including making their first Master Cut orchard mower in the late 1980’s, way before this generation started with Allways Hire, the family rental business in the Hawkes Bay that opened its doors in 2007. Allways Hire provides a range of machinery, with diggers, rollers, loaders, tip trucks and tractor mid mount graders and more. That business is still going and you can visit their website to see what’s on offer. Through the hire game, we had more than a few conversations with machinery users and discovered the regular gear just didn’t tick all the boxes for them. That got us thinking. Because we figured we could change that.
You can’t run a hire company without picking up how the machines are actually used and you soon learn to adapt the machines you hire. So you tweak and refine, making improvements so the machinery works better for the user. Pretty soon, you reach the limits of what’s possible with modifying machinery built by others.The logical next step is to take a step back and have a think about how you’d go about developing a machine from the ground up. Then you get busy doing exactly that. Then when you’ve finished, you take a step back again and try to think of a name for what you’ve just built. In our case, you call it a SweepMaster.
The first SweepMaster was hired out in 2019 through Allways Hire. The feedback was positive so we built another. And then we built the GradeMaster, which worked well too. We weren’t really planning on starting a completely new business, we just wanted to engineer and hire gear that actually worked for users and made their lives easier. Then customers asked if they could buy our machines.
The other benefit of having roots in the hire business is what you learn about customer service. Whereas most companies selling big equipment only have a few hundred customer interactions a year, hire companies have hundreds a week, and each interaction needs to be as frictionless as possible. In other words, it needs to make life easier for the customer. So that’s what we do. Master Machinery makes easy work of hard work.
Brianna is in charge of accounts and purchasing, using her impressive organisational ability to make sure the numbers are in the right column and the stock is on the right shelves. Speak to Brianna if you have an account query.
Many people reading this will already know Jonty. He has a particular knack for understanding exactly what the customer wants and needs, and is adept at matching the right machine to the right customer. Speak to Jonty if you’d like advice on the perfect machine for your operation.
Oakley runs the marketing and IT departments. He crafts the creative campaigns that spread the word about Master Machinery, then makes sure the digital experience is as easy to navigate and use as the Machines themselves. Speak to Oakley if you’d like any marketing material or have feedback on this website.
Responsible for research and development, Simon was behind the early Master Machinery prototypes (along with David) and is constantly adding those incremental tweaks to enhance the user experience yet further. Speak to Simon if you’d like to talk about engineering and innovation.
David is responsible for turning research and customer feedback into features that really work and make the users’ job easier. He turns insight into innovation, possessing a remarkable ability to progress multiple ideas at once, and is constantly seeking to improve the user experience. Speak to David if you’d like to share an idea for product improvement.
With years of experience talking with machinery users, Jeremy understands how they are really used by users and feeds this knowledge through to the engineers. It’s this process that has led to many of the innovations found on Master Machinery products. Speak to Jeremy if you’d like to learn more about the product range.
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