As the lifting and rigging industry continues to evolve, having access to premium-quality, compliant, and readily available equipment is critical to ensuring safety and efficiency.
Legend Lifting is an Australian–owned and operated importer and wholesaler specialising in lifting, rigging, towing, and recovery products that is quickly becoming a trusted name in the industry.
A business built on experience and industry knowledge
Legend Lifting was founded with a clear purpose: to provide the market with high-quality lifting and rigging products backed by expertise, rigorous testing, and exceptional service.
Managing Director Ben McIlroy has spent more than a decade in the industry, working across sales, branch management, and national account management roles before taking the leap to establish his own business.
“I’ve been in the lifting and rigging industry for a long time, and I’ve built strong relationships with distributors across the country. I understand the challenges they face, from product availability to ensuring compliance with industry standards,” Ben said.
“With Legend Lifting, my goal has always been to offer a product range that meets those needs while providing the highest level of support.”
One of the key differentiators of Legend Lifting is its focus on partnering exclusively with distributors rather than selling directly to end users. This ensures that lifting and rigging professionals across Australia have access to high-quality products through trusted suppliers.
“We work closely with our distributors, helping them secure jobs by providing quick turnaround times on quotes, technical support, and access to a growing range of lifting, rigging, and recovery products. Our success is built on their success,” Ben explains.
A Growing Product Portfolio
Legend Lifting has made significant investments to expand its product range, ensuring distributors have access to a broad selection of lifting and rigging solutions. The company now carries an extensive range of Grade 100 chain from 6 millimetres (mm) to 22mm, Grade 100 fittings from 6mm to 32mm, container hooks, weld on lifting points, concrete lifting clutches, round slings, flat webbing slings, recovery towing strops and soft shackles, as well as a range of load restraint products.
In addition to its lifting and rigging products, Legend Lifting has established strong partnerships with international manufacturers to supply crane ropes and wire rope slings. These partnerships ensure that distributors have access to high-performance wire rope solutions for cranes and other heavy lifting applications, providing an extended range of products that meet industry demands.
“We understand the critical role wire rope plays in lifting operations, and we only work with manufacturers who meet the highest quality and safety standards,” Ben said.
Bridging the gap with fast, reliable supply
One of the biggest pain points in the lifting and rigging industry is lead times. Many products – particularly specialty items – are manufactured to order, leading to delays that can impact job timelines. Recognising this challenge, Legend Lifting has structured its business to ensure faster access to essential lifting and towing products.
“When I launched Legend Lifting, I knew that having the right stock available when distributors needed it would set us apart,” said Ben. “That’s why we’ve built a strong inventory across multiple product lines, reducing wait times and ensuring our customers can get what they need, when they need it.”
He said this approach has been particularly beneficial in the recovery towing sector, where delays in obtaining equipment can create costly disruptions.
“We introduced a comprehensive range of recovery towing strops and soft shackles up to 300 tonne minimum breaking load (MBL), available off the shelf. Before, these products were often made to order, causing delays. Now, our customers know they can rely on us to have the stock on hand.”
Sourcing and manufacturing: Ensuring the best quality
Legend Lifting sources most of its products from reputable overseas manufacturers, working closely with factories that produce for global markets. Ben personally visits these facilities annually to oversee production, maintain quality standards, and explore new innovations.
“We don’t just source products and hope for the best. I travel to our manufacturing partners regularly to ensure the quality and compliance of our products. It’s about being proactive – making sure we’re offering the best possible lifting and rigging solutions to the market,” he said.
While China is a primary sourcing region, Legend Lifting also works with European manufacturers for specialised items, ensuring that distributors have access to the right equipment for any job.
Commitment to customer support and industry trust
Beyond product availability and quality assurance, Legend Lifting prides itself on its customer service and technical support, understanding that time is money.
“Our customers don’t have the luxury of waiting days for a response. When a distributor reaches out with an inquiry, they get an answer the same day. If we need to confirm freight pricing or work through technical specifications, we keep the communication flowing so they know exactly what’s happening,” Ben said.
This level of responsiveness has helped the business establish itself as a reliable partner for distributors, giving them the confidence to offer Legend Lifting products to their customers.
Building brand recognition
With a strong foundation in place, Legend Lifting is focused on building brand awareness within the crane and lifting industries. By ensuring that end users can trust the products they see in the field, the company aims to become a go-to name in lifting, rigging, and recovery solutions.
“Our vision is simple: when someone sees a Legend Lifting product in use, we want them to have complete confidence that it’s high-quality, compliant, and reliable,” Ben said.
“Legend Lifting’s continued investment in its product range, commitment to quality, and strong distributor partnerships are setting the stage for long-term growth.
“We’re in this for the long haul. Legend Lifting isn’t just a supplier – it’s a trusted partner for lifting and rigging professionals. We’ll continue to grow, innovate, and provide the best possible solutions for the industry.”