Dealer Success Story: How Lang Equipment and LS Tractor Are Growing Together Through Family Values and Customer Service
Discover how Lang Equipment grew from a small family business into a six-location LS Tractor dealership built on exceptional customer service and family values. Watch the Lang family’s recent interview with LS Tractor team members as they discuss their business expansion and a partnership with LS Tractor USA that goes beyond selling tractors.
Some businesses are built around products. Others are built around people.
For Lang Equipment, LLC, it’s always been about both.
What began in 2010 as a small operation buying, rebuilding, and selling used skid steers has grown into an award-winning, family-owned dealership serving customers across Wisconsin and North Carolina. Along the way, one thing has remained constant: a commitment to treating every customer like family.
Today, Lang Equipment operates six locations while offering outdoor power equipment, compact tractors, mini excavators, powersports equipment, parts, and factory-trained service. As the business has grown, so has its partnership with LS Tractor USA, built on a shared belief that exceptional customer service is just as important as exceptional equipment.
From Humble Beginnings to Six Locations
Like many successful dealerships, Lang Equipment didn’t begin with a grand master plan. Owners Nate and Angie Lang started the business by buying and rebuilding used skid steers before expanding into mowers, compact tractors, mini excavators, and outdoor power equipment. In 2013, they added new tractor lines, opening the door to even greater opportunities.
Today, Lang Equipment serves customers from locations in Marshfield, Medford, Rothschild, Chippewa Falls, and Hudson, Wisconsin as well as Rocky Mount, North Carolina. Despite that impressive growth, Nate says the company’s success has never been about buildings or inventory. It’s about people.
“Our staff really takes charge and does the things necessary to make everybody happy and get everybody on the same page,” Nate explains. “Keeping our customers informed – I think that’s the root of our success. It’s really our people, our employees, and their dedication.”
That employee-first philosophy has helped Lang Equipment earn a reputation for knowledgeable service and long-term customer relationships.
A Business That Grew Alongside a Family
Although Lang Equipment wasn’t originally intended to become a family business, that’s exactly what happened.
“We grew it as a family,” Angie says. “I don’t know that we necessarily started it with the intention of it being a family business, but we got the whole family involved, and our kids grew up with us building the business.”
One of those children is Connor Lang, who now manages the Hudson, Wisconsin location.
Having watched the business evolve from childhood, Connor has gained a unique appreciation for the work behind its success.
“My parents were arms deep in it the entire time,” Connor says. “I watched it from the outside as a young kid, and now that I’m more involved, it’s been really cool to understand what it took – and what it’s going to continue to take to keep growing.”
Even as Lang Equipment has expanded into multiple locations, Connor says the family atmosphere has never disappeared.
“The commitment to the family side of things has never left, even with our growth. That’s something we’ll continue to do as we expand.”
That commitment extends beyond family members to employees and customers alike, creating an environment where relationships matter as much as sales.
A Partnership Built on Shared Values
When Lang Equipment evaluated tractor manufacturers, they weren’t simply looking for another brand to carry. They were looking for a partner that shared their approach to customer care.
“We added LS Tractor because what they offered really fit with what we like to do as far as customer service,” Nate says. “It meshed really well for us because I think their dedication to the customer is very much on the same level.”
For Lang Equipment, the partnership goes beyond selling tractors. That shared commitment has helped both companies build lasting relationships with rural landowners, homeowners, homesteaders, hobby farmers and professionals looking for dependable equipment backed by dependable support.
Why the LS Tractor Lineup Stands Out
The Lang family doesn’t just sell LS Tractor equipment – they use it and know it firsthand.
Connor appreciates the value customers receive across the lineup.
“There are a couple of things about the LS lineup that really put them above the rest,” he explains. “The lift capacities are extremely competitive. The engines are smooth, and premium features like rear hydraulic remotes and pre-plumbed third-function valve come standard on many models. That’s a lot of value packed into one machine.”
His favorite models?
“The MT232 and the MT242. Both are really loaded machines whether you choose a cab or open station.”
Nate also points to the MT242 as one of his favorites.
“I think the power combination is really good for the size, along with the lift capacity.”
For Angie, however, versatility and comfort make the biggest difference.
“The MT125 fits me well,” she says. “The joystick is comfortable, the ride is smooth, and it makes me feel confident doing jobs that I sometimes felt I couldn’t do before.”
Their different perspectives highlight one of the strengths of the LS Tractor lineup: there’s a model designed to meet a wide variety of customers and property needs.
Investing in Service Beyond the Sale
One reason customers continue returning to Lang Equipment is the confidence they have after the purchase.
The dealership invests heavily in technician education and factory certification because Nate believes customers deserve repairs completed correctly the first time. Rather than relying on trial-and-error experience, Lang Equipment equips its technicians with manufacturer training that builds confidence and consistency in every service appointment. This commitment to ongoing education reflects the company’s larger philosophy that outstanding experiences begin long after the initial sale.
Combined with knowledgeable parts departments, responsive communication, and a customer-first mindset, Lang Equipment has built a reputation for supporting equipment owners throughout the life of their machines.
Looking Toward the Future
As Lang Equipment continues to grow, the Lang family sees tremendous opportunity ahead.
“Our future with LS is bright,” Nate shared. “LS brings a great product to the table, and I believe Lang Equipment does a good job of representing the brand by committing the time and doing what it takes to be a good LS dealer.”
That vision isn’t simply about adding locations. It’s about continuing to serve customers the same way they always have – with honesty, knowledgeable staff, dependable equipment, and a family-oriented approach that has guided the business since day one.
As Lang Equipment and LS Tractor USA continue growing together, one thing is clear: when shared values come first, success naturally follows.
If you are considering a tractor purchase in the Wisconsin or North Carolina area, pay a visit to one of Lang Equipment’s locations to learn more about LS tractors and why Lang’s consider them to be above the rest.
Lang Equipment Wausau
1575 County Rd XX, Rothschild, WI 54474
(715) 298-6600
Lang Equipment Marshfield
8868 Heritage Dr., Marshfield, WI 54449
(715) 591-7774
Lang Equipment Medford
501 N. 8th St., Medford, WI 54451
(715) 748-3242
Lang Equipment Hudson
627 Commerce Dr., Hudson, WI 54016
(715) 307-4738
Lang Equipment Chippewa Falls
1212 Lowater Rd., Chippewa Falls, WI 54729
(715) 226-4318
Lang Equipment Rocky Mount
3112 N Church St., Rocky Mount, NC 27804
(252) 231-2687
Published on July 14, 2026 and written by Kimberly Steele