From Milk Barn to Market Leader: The Duo Lift Story of Legacy, Leadership, and Looking Ahead
In a world where businesses are often built to flip or fade, there are rare companies built to last. Duo Lift Manufacturing, led today by third-generation owner Ben Hellbusch, is one of those companies. Recently featured on The Germinate Podcast with host Joe Sampson, Ben shared the remarkable story behind Duo Lift — a story rooted in family, forged in the dirt of the American Midwest, and focused firmly on the future.
A Legacy That Started in a Milk Barn
The Duo Lift journey began in 1943, when Ben’s grandfather began fabricating equipment in the back of a Nebraska milk barn. Like many American innovators of the time, he wasn’t setting out to build a company — just solving problems on the farm. But when the neighbors took notice, a demand-driven business was born.
Fast forward 80 years, and Duo Lift has grown into a respected name in the ag manufacturing world, known for fertilizer equipment, transportation solutions, and a service-first philosophy that still echoes those early days.
“We weren’t the boss’s kids — we were working right alongside everyone else. That gave us respect.” — Ben Hellbusch
Building a Business, Growing a Family
Ben’s father, Jim Hellbusch, took the reins during the turbulent 1980s — what Ben affectionately calls “the dirty 80s.” While many ag manufacturers struggled or disappeared, Jim leaned into quality, service, and innovation to differentiate the business.
Ben and his younger brother David were raised working in the shop, learning to weld, paint, and problem-solve before they were old enough to drive. Though Ben initially said “no thanks” to the family business after college, he returned a few years later with outside experience and a fresh perspective.
Today, Ben oversees business operations and strategy, while David runs production. Their mother and Ben’s wife Abby are also involved — making it a true family affair.
“It's really cool that we get to do this together. And somehow Abby and I are still married, so that’s cool too.” — Ben Hellbusch
Adapting to a New Era of Labor and Leadership
One of the biggest shifts Ben sees in manufacturing today? Labor. Gone are the days of 30-year employees and generational loyalty. Instead, businesses now face high turnover, a gig economy mindset, and workforce expectations shaped by technology, not tradition.
Rather than fight it, Ben’s approach is pragmatic: document processes, invest in training, and be a place people want to work.
“Our focus is on documentation, SOPs, and preparing for turnover — because tribal knowledge is disappearing.” — Ben Hellbusch
Still, the goal is to preserve the culture of commitment that Duo Lift was built on. Ben admits it’s a balance — one they’re navigating day by day.
Betting on the Future (Even When It’s Risky)
Earlier this year, Ben and his team made a bold move: they acquired a long-time customer — a dealership in Illinois — turning Duo Lift into a vertically integrated brand with manufacturing, distribution, and now retail under its umbrella.
It wasn’t an easy decision in a down ag market, but for Ben, the risk of doing nothing was greater.
“There’s risk either way. Sometimes not doing something is the bigger risk.” — Ben Hellbusch
The acquisition not only safeguards a key customer but gives Duo Lift a brick-and-mortar footprint two states away, new growth opportunities, and a hedge against market volatility.
What About Tech? Is AI Coming to Ag?
Ben’s thoughts on technology are refreshingly grounded. Duo Lift uses AI in marketing and content creation but is still exploring where it fits on the shop floor. He sees potential in using AI and automation to make processes smarter — not necessarily replacing workers, but enhancing what’s already working.
He also points to data integration as a growing demand — but one that’s tricky when working with larger OEMs.
“Farmers want simplicity, but they also want data. The problem is the majors make it complicated. That’s where shortliners can help.” — Ben Hellbusch
Why Community (and FEMA) Still Matter
Ben and Joe wrapped the episode with a passionate plug for the Farm Equipment Manufacturers Association (FEMA) — the organization where they first met, and one that continues to bring value to both small and large manufacturers alike.
FEMA provides access to resources, collaboration, and — most importantly — people who are walking the same path. In times of transition, that matters more than ever.
“Every time I leave a FEMA convention, I’m on cloud nine. It’s invaluable.” — Ben Hellbusch
Final Thoughts
This conversation with Ben Hellbusch isn’t just about running a successful ag manufacturing company — it’s about what it takes to steward a legacy, adapt to change, and lead with both vision and heart.
From scrubbing floors as a teenager to acquiring dealerships in new markets, Ben is proof that honoring the past and betting on the future aren’t mutually exclusive. At Duo Lift, they’re doing both — and doing it well.
