Forge Equipment Advisors was founded by Justin O’Connor, a management consultant who has spent his career inside equipment dealerships and OEM environments, helping teams align operations, sales, service, and parts around profitable growth. Drawing on experience in dealership operations, ISO 9001 and standardization disciplines, certified professional sales training, and international speaking engagements, Justin brings a practical, field-tested approach to every engagement. Forge exists to help leaders build stronger processes, stronger teams, and stronger results—without adding unnecessary complexity. Our founder, Justin O'Connor's career spans over 30 years inside equipment dealerships and OEM environments — from the shop floor to the executive suite. Along the way, he's been recognized as a board-level presenter, delivering results directly to corporate leadership on programs spanning operations, culture, and community impact. He's also spoken internationally, representing dealer networks at a global OEM event in China in front of 250+ dealers worldwide. He holds an ISO 9001 Internal Auditor certification, is a graduate of Currie Management Group's Executive Leadership Course, and has completed certified professional sales training through Carew International. Along the way, he's earned multiple Dealer of the Year recognitions and been personally honored for culture and leadership impact.