The MHEDA Journal - First Quarter, 2015 - (Page 30)

MEMBER LIF T ATL ANTA PROFILE A Foundation Built on Loyalty Lift Atlanta's "old school" philosophies continue to endure. L BY STEVE GUGLIELMO ift Atlanta, Inc. (Decatur, GA) is celebrating its 40th anniversary in 2015. And while the products, the people and the industry have all changed drastically since 1975, the same principles that the company was founded on have carried it through to today. One of those core tenets is loyalty. It has been a defining characteristic of Lift Atlanta since Founder and CEO Mitchell Milovich opened the doors in September of 1975. Mitchell, who served as president of MHEDA in 1985, understood the importance of loyalty in all facets of the business and he made it a mission to impart that value to all of his employees. Today, that legacy is carried on by Mitchell's son and Lift Atlanta President Mark Milovich. Mark, who is serving as president of MHEDA in 2015, describes Lift Atlanta as "old school." "We do many things today that are just unheard of in our industry but used to be the norm back in the day," says Milovich. "We have very simple, old-school philosophies at our company." Culture is paramount at Lift Atlanta, and loyalty is the backbone of that culture. Loyalty to customers, loyalty to suppliers and loyalty to employees. 30 MHEDA | themhedajournal.org Growing Up Old School Prior to opening Lift Atlanta, Mitch Milovich was the Southeast Regional Manager for Baker Material Handling. He expressed a desire to own and operate his own dealership, and in 1975 the opportunity to purchase the Atlanta branch office of a Baker dealer came available. Mitch was able to purchase the assets of this branch and officially opened Lift Atlanta, Inc. on September 1, 1975. When Lift Atlanta opened its doors, Mark was only 6 years old. He has literally grown with the company. "When I was 17, I started working summers and school holidays at the company," Mark says. "I started in the parts warehouse and then moved into the service and install departments of our dock division. Over the years I've worked in every aspect of the branch, including accounting and inside sales." In 1977, Linde Material Handling acquired Baker Material Handling. Linde and Lift Atlanta have been http://www.themhedajournal.org

Table of Contents for the Digital Edition of The MHEDA Journal - First Quarter, 2015

MHEDA’s 2015 Board of Directors and Mboa
Lift Atlanta, Inc
Sara Mcmurray, Flow-Rite Controls
Distributor Forecast
Confident Supplier/associate Members Ready for Continued Growth in 2015
MHI Predicts 8-9% Growth for 2015
CEMA Expects Growth
Continued Stability in the Market
Investment Spending Will Drive Growth
What in the World Is Going On?
Quality Lift Trucks Undergoes a Major Succession and Transition Plan

The MHEDA Journal - First Quarter, 2015

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