LiftSmart Corporate Headquarters - Vista, California
Family Owned & Operated
Steve and Kristi Citron have been involved in the equipment industry for decades. They first met at a small, but growing, lift manufacturing company named Genie Industries¹ in 1985. Kristi started in the warehouse and progressed into the sales department providing outside sales and customer support and helped coordinate much of the Genie¹ customer-focused events that were so popular leading up to, and just beyond, the turn of the century, during the heyday growth period of the lift equipment industry.
Steve started in manufacturing, assembling push-around personnel lifts in 1984, and rapidly advanced into various production management positions prior to moving into project management and new product development roles. This involved competitive benchmarking, working with customers to identify and understand product requirements, and translating this deeper knowledge of use-cases and end-user applications into product design requirements. He would go on to lead cross-functional teams in the development and introduction of over half of Genie’s product lines at the time, many receiving industry awards and, collectively, represented over $500M in recurring annual sales revenues. He was also the named inventor on several Genie patents, related to his extensive product development work during his tenure. He eventually departed from the company in 2003 to pursue a career at Bil-Jax¹, a 60-year-old scaffold company located in Archbold, Ohio, that was seeking to transform itself into an industry-leading trailer-mounted boom lift manufacturer.
Steve and Kristi relocated from Washington to Ohio where he was given broad authority to oversee all aspects of the development and introduction of the Bil-Jax Summit Series trailer-mounted boom lift family, which sky-rocketed Bil-Jax into a worldwide, market-leading manufacturer in this product category. In the process of this introduction, Steve also introduced new manufacturing philosophies, methods, and techniques to help bring Bil-Jax to the forefront of manufacturing excellence.
After a few more moves, the Citron’s landed in Vista, California with their own manufacturing company in 2010. They could have started a company by outsourcing products and major components from Asia or India, instead, they decided to utilize North American suppliers to focus on domestic job creation in multiple states.
The company’s management philosophy is based on a “customer-first” approach – as the early years at Genie¹ had taught them what is ultimately important – and that is to provide full customer satisfaction. It’s not always about the numbers, as that is merely a byproduct of doing the right things by your customers.
LiftSmart endeavors to make a positive impact to their local community in the form of team and club sponsorships and financial contributions to youth and college sports programs. In addition, they support sporting events in San Diego County – to encourage positive role-modeling through sports and athletics events.