Manitou North America names Chris Genal as new vice president of sales
Genal will oversee all sales functions for Manitou and GEHL products while executing strategy across distribution networks
Manitou Group has appointed Chris Genal as vice president of Sales for North America, effective July 1, 2026.
Based out of the North American subsidiary headquarters in West Bend, Wisconsin, Chris will spearhead the North American sales function for all Manitou and GEHL products. In this pivotal role, he will be responsible for driving topline P&L, expanding market share, and ensuring all commercial operations align with Manitou Group's global corporate structure.
As a key member of the North American executive leadership team, Chris will report directly to the president of Manitou North America.
"Chris' industry knowledge, extensive dealer network expertise, and collaborative leadership style will be vital assets as we embark on our LIFT 2030 strategic journey," said Brad Boehler, president of Manitou North America. "We are thrilled to welcome him to the team and look forward to his leadership in accelerating our growth across the region."
Stepping into a new leadership role
In his new position, Chris will develop and execute a comprehensive market penetration strategy across Manitou Group's sales distribution networks, rental markets, and dealer management systems. His core focus will include optimizing dealer network effectiveness, cultivating relationships with strategic clients, and managing the North American sales organization. Additionally, he will monitor market trends and competitive dynamics to implement proactive pricing policies that safeguard margin and cash flow.
Chris is a highly accomplished commercial leader with more than 20 years of experience across the capital equipment, agriculture, and industrial markets. His proven career progression from territory manager, trainer, regional sales manager, and distribution manager to vice president of sales reflects a strong foundation in field execution, dealer development, and building high-performing commercial organizations. Most recently, Chris successfully oversaw the Case IH Agriculture Equipment sales organization at CNH Industrial.
