Episode Overview
In this episode, Jake Rockafellow, CEO of Rig Source, shares his journey from CPA to CEO and how he’s scaling one of the most specialized segments of equipment rental: drilling rigs. With 60% of the market still preferring ownership, Jake explains how Rig Source educates contractors on the advantages of renting while building a high-performance culture that retains top talent.
We cover why in-person site visits remain critical in a digital-first world, how robust data systems provide the backbone for scaling rental operations, and the industry trends shaping the future—from tariffs and supply chains to the growing role of technology. Jake reframes the rental value proposition, emphasizing that it’s not about equipment alone, but about solving the contractor’s real problem.
Timestamps:
- 00:00 – Introduction to Rig Source and Jake Rockafellow’s background in niche rental.
- 03:49 – Jake shares his journey from CPA to CEO and what drew him into the rental space.
- 06:36 – Why drilling rental lags decades behind general construction and what that means for contractors.
- 09:47 – Why solving customer problems matters more than just providing machines.
- 12:44 – Jake highlights how Rig Source builds a customer-centric culture that acts as an extension of contractors’ teams.
- 15:38 – Strategies for hiring self-motivated talent and keeping them engaged in a niche market.
- 18:40 – The ownership mindset in drilling and how it’s slowly shifting toward rental.
- 21:42 – The importance of educating the market on the true benefits of renting versus owning.
- 25:13 – Challenges and opportunities that come with building in a niche rental industry.
- 39:42 – Why robust data systems are critical for utilization, visibility, and scaling effectively.
