The woman building the Uber of plant hire at HSS ProService

People might think they know all about HSS and its component divisions, but tucked away in a modern office in the sprawling Trafford Park industrial estate, the business is undergoing a radical transformation, away from hiring out equipment to building contractors, towards a fully fledged marketplace for buy, hire and fuel solutions based in the UK.

It’s part of an ambitious strategy being driven out of the Manchester headquarters and the ProService side of the business now employs 750 people across the UK with revenues of circa £300m.

Last year the company launched its innovative Marketplace which already has thousands of buyers transacting on the platform, with over 2,200 buyers transacted on the platform and a medium term goal to increase that to 7,000.

One of its most recent deals is with ISS, a leading workplace experience and facility management (FM) company, which selected HSS ProService as its official hire supply chain partner after a competitive tender.

The deal, worth around £6 million, sees HSS ProService provide a totally managed service of the hire supply chain that supports ISS activities.

ISS has a presence in more than 30 countries worldwide, with more than 27,000 employees across the UK and Ireland. The company operates across a variety of sectors, including banking, healthcare, public services and more, offering a wide range of integrated facility services including cleaning, technical, food and support.

Dani Hodges, Chief Commercial Officer at HSS ProService is leading the charge and reimagining the traditionally fragmented hire equipment sector with the same disruptive spirit that Uber brought to transportation. Even with 7-8% market share, which makes HSS a leader, equipment and plant hire is still mostly an industry dominated by small independents, as a result HSS Pro Service is positioning itself as a technology-driven marketplace that could fundamentally reshape how businesses source equipment and services.

“We want to be seen as the company that transformed an industry through technology,” Hodges explains, her eyes lighting up. It’s a bold ambition for an industry that has remained stubbornly traditional, where the highest-tech solution often meant a slightly more efficient phone call.

“Our mission is to provide the ultimate all-in-one  marketplace that simplifies and centralises the entire procurement process, from sourcing to supply chain management,” she says.

The journey began in 2019 when Hodges and her team built a proof of concept that would eventually become the backbone of their marketplace strategy. The initial challenge was simple but profound: make equipment hire less painful. Anyone who has worked in construction knows the complex dance of ordering equipment, managing unexpected breakdowns, and navigating invoicing nightmares.

“Hire is 5% of spend but 45% of invoice queries,” she reveals, highlighting the inefficiencies that plague the sector. Their solution? A technology platform that brings suppliers and customers together in a seamless digital ecosystem, much like Uber connects drivers and passengers.

Currently, only 40% of the equipment HSS provides is its own, with 60% sourced from external suppliers. This isn’t a weakness but a strategic strength. By aggregating supply across the market, HSS is creating a one-stop solution for businesses that previously had to manage multiple supplier relationships.

The technology isn’t just about convenience. It’s about solving real business challenges. During COVID-19, HSS’s digital platform allowed them to pivot quickly, helping customers source PPE and adapt to rapidly changing market conditions. The pandemic accelerated their digital transformation, proving the value of their technology-first approach.

But Hodges’ story isn’t just about business innovation. It’s also a narrative of personal resilience and challenging industry norms. Raised by a strong single mother with two sisters, she was instilled with a work ethic that would become her professional hallmark. “I was brought up never really questioning that there would be barriers in my way,” she reflects.

This mindset has been crucial in an industry traditionally dominated by men. HSS has become a beacon for women’s professional development, implementing mentorship programmes and policies that support working mothers. Hodges herself recently completed a remarkable personal journey, serving as a surrogate for her nephew, an experience fully supported by her progressive workplace culture.

Her approach to leadership is refreshingly collaborative. “Listening is more important than speaking,” she advises, a philosophy that has helped her navigate complex business transformations. The company’s “fail fast” motto encourages innovation without fear of punishment, creating an entrepreneurial environment rare in traditional industries.

The marketplace strategy extends beyond equipment hire. HSS is expanding into building materials, fuel, and exploring potential solutions for the critical skills shortage facing construction and infrastructure sectors. “We want customers to come to us and get everything they need,” Hodges explains.

Growth sectors like defence, infrastructure, and construction remain key focus areas. But the most exciting potential lies in their newer verticals. “Our hyper-growth will probably come from our newer segments,” she predicts confidently.

The technological backbone driving this transformation wasn’t outsourced but developed internally. After an initial partnership with a waste management technology company, HSS brought development in-house, led by Chief Technology Officer Daniele Turi who joined from Any Junk, and who has built a robust technological stack.

Looking ahead, the challenges are significant. The current economic environment demands lean operations and process efficiencies. HSS is leveraging AI and technology to automate repetitive tasks, ensuring they can scale without proportionally increasing headcount.

Hodges’ vision extends beyond immediate business metrics. She wants HSS to be recognised as a transformative force that aggregated and simplified a complex industry. “I want us to be seen as the company that transformed an industry through technology,” she reiterates.

Her personal ambition remains tied to seeing this transformation through. Despite having been with the company for 11.5 years – longer than she ever imagined staying anywhere – she feels she has “unfinished business.”

For aspiring entrepreneurs and business leaders, particularly women, Hodges offers a powerful narrative. Success isn’t about eliminating barriers but about persistently working through them, maintaining an entrepreneurial spirit, and creating value through innovation.

As HSS ProService continues its journey, it represents more than just an equipment hire company. It’s a blueprint for how traditional industries can be reimagined through technology, strategic thinking, and inclusive leadership.

The marketplace revolution is here, she says, and it’s being led from a modern office in Trafford Park, by a leader who refuses to accept the status quo.