The Associated Equipment Distributors Foundation (AEDF) approached Illinois Business Consulting (IBC) to understand the technician shortage and declining interest in the heavy equipment industry to provide actionable next steps for AEDF and dealerships. Currently, in the industry, there is a high demand for heavy equipment technicians but a low supply of individuals due to a variety of reasons. In the past, there was a large interest in the heavy equipment industry, however, this interest has dwindled, and stereotypes have been forced upon this industry. Despite these setbacks, the heavy equipment industry is making advancements and is using technology and automated machines to drive innovation forward and attract interested individuals. This report examines the technician shortage and declining interest in the heavy equipment industry in order to provide actionable steps and recommendations on how to best recruit and retain a skilled workforce.