60 Seconds with…Brian Feehan

Organization: Industrial Truck Association

Location: Washington, D.C.

Title: President

Experience: More than 20 years with Propane Education & Research Council and Industrial Truck Association

Modern: How would you describe the state of the lift truck industry right now?

Feehan: The industry is doing really well. We just completed our Oxford Economics update, and the numbers are trending positive. Our industry’s annual contribution to GDP grew from $25 billion to $36.6 billion, and employment rose from 207,000 to over 257,000. It’s a healthy market driven by steady growth, technology innovation and the continued expansion of warehousing, especially with e-commerce.

60 Seconds with…Brian Feehan

Modern: What factors are driving this growth beyond e-commerce?

Feehan: Historically, the lift truck industry’s growth has mirrored GDP. But beyond natural economic growth, it’s the evolution of available products, new technologies and innovative approaches that keep pushing us forward. The pandemic accelerated many of these trends, especially in warehousing, but those drivers remain strong today.

Modern: With uncertainty around tariffs and trade policies, how is the industry adapting?

Feehan: Tariff changes create unpredictability not just for us, but across all industries. The key has been learning how to manage supply chain interruptions—a lesson reinforced during the pandemic. Companies are developing systems and processes to better handle these disruptions, whether they’re caused by tariffs, geopolitical tensions or other challenges.

Modern: Automation and AI are becoming increasingly popular. How is automation affecting lift trucks?

Feehan: Automation is already here. We have self-driving lift trucks [automated guided forklifts, or AGFs] that many OEMs now offer. These AGFs are in use today across industries. The technology helps address labor shortages and drives efficiency. So, while automation won’t replace human workers entirely, it’s helping companies adapt by moving people into new roles while automated equipment takes on repetitive tasks.

Modern: Are there concerns about automation replacing jobs?

Feehan: Whenever we talk about automation, the question of robots replacing humans comes up. But the reality is these technologies are a response to the tight labor market. Automated forklifts help fill gaps where there simply aren’t enough workers, rather than replacing existing staff. It’s about creating efficiency and meeting demand despite workforce challenges.

Modern: Have you noticed any changes in the number of young people entering the industry?

Feehan: There’s been a lag, but there’s also more awareness now around the value of trades and careers outside the traditional four-year college path. OEMs are partnering with trade schools and even high schools to show students the opportunities in lift truck manufacturing. Good pay, solid benefits and career growth exist—people just need to know about them.

Modern: How important is safety in the industry today?

Feehan: Safety is paramount. It’s always the first topic we discuss. We recently concluded the 12th National Forklift Safety Day, which has grown globally to Europe, Australia, China and Japan. The industry comes together to advance safety through standards and training. While technology has improved safety, hands-on operator training remains essential, and OSHA requires it. Advances in telematics and other systems also continue to enhance safety every year.

Modern: Looking ahead, what are your priorities for the industry?

Feehan: Fair trade and safety awareness are top priorities. We’re also focused on supporting the electric lift truck market, which now represents about 70% of unit sales in North America—up from around 65% just five years ago. And we want to ensure new regulations don’t prevent our customers from using the equipment they need to keep operation running.