Asif Latief

Asif Latief, Managing Director, Boels Rental Ltd.

Re-elected to the HAE Tools, Plant and Equipment Board 2023

Asif joined Boels Rental in January 2020 as Managing Director of the Boels Rental UK business and Operational Board Member of the Boels Group. He is responsible for the overall strategy and development of Boels Rental in the UK – a business supplying tools, compact plant, access, lighting, generators and survey products.

Previously, Asif spent 17 years at Sunbelt Rentals UK (formerly A-Plant) and held an executive Board position as Marketing Director. During this time he has had responsibility for the key accounts, business development, marketing, pricing, customer experience and central call centre operations.

Asif has been active with various industry associations over the years, such as CITS (Construction Industry Theft Scheme), HAE (Hire Association Europe), CPA (Construction Plant Hire Association), ERA (European Rental Association) and he has also served as president of OPERC (Off-Highway Plant Equipment Research Centre).

He has a vast amount of knowledge of the rental industry both in the UK and internationally. His key skills include strategic planning, sales and marketing, business development and he also has a passion for the hire industry and the people in it. Indeed, in July 2020 Asif launched the #HireTogether social media initiative to encourage the sharing of job offers for rental industry colleagues who were out of work due to Covid-19.

More recently, he has been raising the shutter on the topic of mental health, bringing cross-company awareness and collaboration through his #UnitedforMentalStrength campaign and was awarded the ‘Outstanding Contribution to Hire’ award by HAE in April 2023.

Asif supports HAE in developing activity in the areas that will have maximum impact to the industry, however a key focus will be on attracting, developing and retaining future talent and broadening the appeal of the industry.