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Our latest series of videos for its Raised in Madison™ campaign shines the spotlight on five hardworking employees in the company’s Madison, Ind. manufacturing and assembly plants. Watch the new “Men and Women of Steel” videos at

Raised in Madison was launched last year to tell the “behind-the-lift” stories of the people who build and support Rotary® Lift’s industry-leading car and truck lifts. The campaign highlights the pride and craftsmanship Rotary Lift employees put into their work, as well as the family atmosphere on the plant floor. The original Raised in Madison video series focused on the teams responsible for iconic Rotary Lift light- and heavy-duty products, while the new “Men and Women of Steel” series provides a more in-depth look at how some of the workers got their start at Rotary Lift and what the company means to them.

“Raised in Madison is about the skill and dedication of our people, and how they work together every day to build vehicle lifts that set the industry standard for quality and value,” says Matt Webster, vice president and general manager, the Americas, for Rotary Lift parent company Vehicle Service Group (VSG). “This message has really resonated with our customers, employees and the Madison community. Rotary Lift workers take ownership of the products they build, and thanks to Raised in Madison, everyone is able to hear their stories firsthand.”

The five people profiled in the new “Men and Women of Steel” series have worked a combined 137 years at Rotary Lift. They are:

    Phillip Brittain, value stream leader
    Tim Buxton, two-post cell coordinator
    Rick Hoskins, welder
    John Jackson, SmartLift® team member
    Kim Jones, cell coordinator

In the videos, the workers describe the jobs they have held at Rotary Lift, the products they have built and their co-workers.

“I could walk you through our shop and point out where people take their time to make the best welds that they can on the lift, put the best paint jobs on the lifts, inspect it all the way through the process to make sure they would be proud to get this lift that we produce,” says Brittain, “I just don’t know that you get that everywhere else.”

Additional employees are profiled on Rotary Lift’s “The Blueprint” blog and in new “Men and Women of Steel” ads that will debut in print and online in the coming months.