As Craig Membrey celebrates his 60th birthday, the doyen of the Australian crane, transport and heavy haulage industry looks back on his own experiences, and what helped climb his business up the ranks.
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Craig Membrey, Managing Director and Owner of Membrey’s Transport and Crane Hire, celebrated his 60th birthday in style in August this year.
Surrounded by his closest friends and family, Craig hosted about 300 guests from the crane and trucking industry at the Fox Classic Car Collection, in Melbourne’s Docklands, owned by Craig’s friend, the well-known Australian businessman Lindsay Fox.
There was a red carpet welcoming people in with Membrey’s Transport and Crane Hire merchandise everywhere.
Attendees were greeted with three Frannas, an AT22, a MAC25SL and an AT40 decked out in the limited 60th birthday colours that were sitting out the front of the venue – a birthday gift for Craig.
The party had it all; live music, a casino (with fake money), a free permanent tattoo parlour, an Elvis and Austin Powers impersonator, and not to mention all of Lindsay’s cars, everywhere you looked.
Craig’s party wasn’t short of glitz and glamour.
Bright outfits, sharp and sophisticated suits and fancy shoes were on show at the Docklands venue, as attendees enjoyed great food, views of trucks, cranes and the opportunity to inspect Craig’s brand-new Lamborghini – a birthday gift from him to himself, because, why not?
Image: Prime Creative Media
Make it happen – a family legacy
Membrey’s is a dynamic and leading transport business, based in Melbourne’s South-East, with the product range and technical expertise to service any transportation or lifting requirement. Operating across Australia, 24 hours a day, 7 days a week, Membrey’s has evolved into one of the most trusted haulage companies in Victoria and Australia-wide.
The business was founded in 1962 by Craig’s late father, Jack William Hadley Membrey. and was called J & N Membrey & Son. Craig took over the business in 1989, which saw the business name evolve to Membrey’s Transport and Crane Hire.
Despite the name change, the core values of the business remained: To foster strong customer relationships and provide exceptional service with an outstanding product range and technical excellence.
Today, Membrey’s offers an array of diverse and technical services.
Many customers turn to Membrey’s for solutions in areas such as crane hire, heavy haulage and oversize transportation, traffic management, crane lift plans, steel and timber bog mat rentals, forklift hire, crane trucks and extendable sideloader trailer services.
Craig says Membrey’s caters for many needs of those within the industry, with a fleet that includes a diverse range of Liebherr mobile cranes, including multiple LTMs and LTRs on offer.
Membrey’s recently took ownership of a Liebherr LTR 1220 telescopic crawler crane – further adding to its already extensive fleet of over 300 pieces of some of the very best equipment.
“I think we’re most versatile transport crane hire company in Victoria – we’re a one stop shop for crane hire and transport services – you can get everything here,” Craig says.
With so many high-quality services on offer, Craig values service and safety as premiums, over everything else.
“In the crane game, you need to provide good service, the best equipment and incredibly high levels of safety. And off the back of good service, your business can foster strong relationships, which hold both parties in good stead moving forward.
“When the service is at a high standard, people in the industry just trust you. But it starts from the good service, the secret to a successful business is building friendships” Craig added.
Making it happen
The motto – Make it Happen – is a constant when talking to Craig. A motto friends and family of his constantly referred to during their speeches and positive remarks at Craig’s birthday.
“In our industry, sometimes you just need to find a way – you need to make it happen.”
A close friend and colleague of Craig’s made a touching video tribute in front of Craig and the audience at the birthday party.
“You’re an incredible person and an amazing friend. This is all down to a couple of your quotes; ‘Hard work pays off’, ‘make it happen’, ‘never say no’.”
In his own speech, Craig spoke about how strong relationships taught him how to succeed in the heavy lifting, haulage and transport industry.
During his speech, Craig described a rougher period in his childhood – a three- month period living on the streets after his parents separated when he was 14.
One day, Craig went to the local fish and chips shop with only two cents in his hand.
The shop, Meat Me, was owned by a Greek family known to Craig – a family that he knew from being around Melbourne’s South-East suburbs.
“I went to my mate’s father’s fish and chips shop and I put two cents on the table – it was all I had,” says Craig. “He then put a bag of fish and chips together for me and then he pushed the money back at me he said, “I like you son. I’m not charging you”. From that onwards, we’ve been family friends for 45 years.”
All these years on, sadly, the man at the centre of the story passed away at 90 years- old, and Craig was there right by his side, right to the end.
“In his final moments, the family asked me to come and say goodbye. He was such a good coach for me at that time of my life,” Craig remembered.
Craig then proceeded to interview people in the crowd, including his uncle, Bryan Membrey – the late Jack’s brother.
Bryan is 90 years-old and captivated the crowd with his wisdom and kind words to Craig. The bond between Craig and Bryan was palpable.
Craig on life and perspective
Cranes & Lifting paid Craig a visit at the company’s massive yard in Dandenong South, in Melbourne’s south-east – a place of work, but also of fun and colour.
At the yard, bedecked in Membrey’s famous green, red and black, there is a big shed decked out with custom plates covering both corrugated iron walls.
Inside, there is a loft which holds a projector for movies, cinema-style seating, a bar and a pool table with Membrey’s brand printed in the centre.
It is also home to a brand new truck and one of Craig’s favourite cars sitting under a tarpaulin – the reward for hard work well done.
Image: Prime Creative Media
Sadly for Craig, in some fields there will always be work to be done.
His son, Rowan John Membrey, took his own life in March of 2011 – a dark time for Craig and the rest of his family.
Today Craig, an Ambassador for Beyond Blue, is a strong advocate for speaking up when something isn’t right.
“There is help out there,” he says. “When you’re in dark state in life and you need help don’t leave it too late, because if you leave it too late, it might be too late.”
“I’ve had depression myself, I’ve been in black spots, but once I sought help, things improved from there.” Craig added
More recently, Craig has suffered two heart attacks, the latest one, in October of 2023, where he had to be revived by medical professionals.
“They jump-started me,” he says.
“I was possibly dead for seven minutes, they revived me and thankfully I’m here to tell the tale.”
These life-altering moments have provided Craig with a new perspective on life.
“There is no rewind button, you can make mistakes, and everyone deserves second chances in life,” he says.
Craig exudes a vibrant zest for life, and that is obvious at his workplace – a place where he generates such pride and joy in what he does and the people he works with.
In between describing cranes and taking phone calls, Craig makes sure the employees he runs into know they need to go on their lunch break and offers to make them multiple coffees.
“If you hang around good people, life and work will become much easier. “I’ve been lucky to have and still be surrounded by great people here at Membrey’s,” says Craig.
General Manager of Franna – A Terex Brand, Danny Black, attended the party.
A close friend of Craig’s, Danny says it was great to see a line of Frannas beside the red carpet at the party.
“I first met Craig when he started his love affair with Franna on 29/02/1996, a leap year day when Craig took a “leap of faith” and purchased his first Franna – 4WD16 S/N 3121.
“We (Franna) are very fortunate to have many, many passionate customers, but I’m sure others will agree Craig takes this to another level – just look at his specially customised “CM 60th Edition” AT22, MAC25 and AT40, surely no one is more passionate about his Frannas as Craig,” adds Danny.
Danny recognises the drive Craig possesses.
“Here are some words I would use to sum up Craig; next level, driven and passionate, wholehearted and genuine,” he says.
“For me personally, I feel blessed to know Craig is much more than trucks and cranes and his passion, care and dedication goes much deeper than his business.”
Image: Prime Creative Media
The World is your Stage
Jack Membrey’s motto, which he passed down to Craig, is “The World is your Stage.”
Craig says the motto symbolises the importance of every day; performing your role to the best of your ability all the time, always being kind to others and enjoying each day like it’s the last.
“Everyone who attended my party has meant so much to me and everyone there played a big role at some point in my life.
They helped me get to where I am now,” Craig says.
And if the world’s a stage, Membrey’s is one of the biggest shows in town – with daily performances ranging from hauling the largest of cranes along with all the accompanying accessories, servicing windfarms and, for over four decades, working as the trusted ally of the Melbourne Zoo.
In that role, Membrey’s has been responsible for orchestrating the seamless relocation of colossal animals – a testament to the enduring bonds forged through trust and reliability.
At the core of Membrey’s philosophy lies a faith in the symbiotic relationship between human connections and cutting- edge technology.
Craig Membrey’s journey to ongoing success underscores the value of modern equipment coupled with nurtured relationships.
Craig is proud of what Membrey’s is today and he is enjoying the ride.
Craig’s one wish in life is to pass Membrey’s Transport and Crane Hire down to his children Leah and Jack, just like his late father did to him.
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