About the Founder

Reed LaTourette is the President and founder of L.A. Lift Services. Reed was driving forklifts years before he ever drove a car. He spent a lot of time as a child in the warehouse his father owned - S&L Warehouse. It was there he learned the basics of operating a forklift at the age of 5. Driving a forklift was fun! For Reed, the idea of getting paid money to drive a forklift and that work could be fun was ingrained in him early on.

Reed’s mom was also a business owner. She ran a custom picture framing and shipping company named LaTourette’s Gallery. Reed worked at his mom’s art gallery part-time from the age of 9 to 15. The time he spent helping customers, pullling orders, and packing frames for shipping taught him a lot about logistics and attentive customer service.

After high school, Reed went to work in a warehouse where he unloaded containers, swept the floors and drove forklifts for WTI Warehouse, processed and shipped UPS orders for companies like JC Penney. Reed also trained after-hours to get a Class A license in order to pull sea containers and pick up air freight for the company.

A couple of years later, Reed went back to school and completed his Associate's Degree in Diesel and Auto From AAI. His grades landed him in the top 10% of his class and he was recognized for 18 months of perfect attendance. He earned certificates for ASC Certified Master Diesel Technician and ASC Certified Auto Technician. After receiving his certifications and degree, Reed went to work servicing and repairing Jaguar cars.

In November of 1994, Reed relocated his tool box, into a one ton van and started LaTourette Lift. Reed was a one man band the first 4 years performing all of the admin functions, repairs, preventative maintenance, rentals and sales. He then began hiring people and renamed the company. 19 years later, L.A. Lift Services has grown to be a reputable, high-quality, efficient, and reliable full service forklift dealership business – continuing to earn business from many of the same customers since the beginning.