Lifting Local Industry, One Crane At A Time
With Jack Loft ‘Lofty’ From Whitsunday Crane Hire
Jack ‘Lofty’ Loft is raising more than just cranes; he’s lifting the standard for reliable, community-focused heavy lifting solutions with his business, Whitsunday Crane Hire.
A local through and through, Lofty was born and bred in the Whitsundays, and after years of working away in the mining industry, he found his way back home with a dream to build something solid—and be there every night to tuck his two daughters into bed.
“My wife, Casey, and I took over the business three and a half years ago. We started with one crane, and now we have four cranes, a crane truck, scissor lifts and more,” said Lofty.
Lofty’s path into crane work wasn’t straight. Originally a chippy by trade, he began dabbling in mechanical rigging and shutdowns at mine sites before transitioning into crane operations.
“About three years before we bought the business, I started stepping into cranes, just jumping in, being supervised by operators,” he added.
“You have to learn the outside work before you understand and start the inside work.
“A lot of people can get a crane ticket, but that doesn’t mean they know how to operate.”
Safety is front and centre, every crane hire from Whitsunday Crane Hire includes a qualified operator and dogman (directors/navigators).
The business has evolved to cover a wide range of sectors, supplying everything from boat masts and building materials to trusses, roofing, blocks and concrete. They also support key local industries such as tourism and infrastructure by providing lifts for culverts, buildings, and various construction needs throughout the region.
“Anything that can be lifted. We can get it done.”
Beyond Whitsunday Crane Hire, Lofty and Casey also operate a lightweight pool business, utilising their crane capabilities to deliver and install above-ground and semi-inground pools throughout the region.
Casey manages all administration and sales for the pool business and admin work for Whitsunday Crane Hire, while Lofty handles on-site inspections, logistics, operating and rigging.
Operating out of their Cannonvale yard, the business is truly a local affair. Lofty is passionate about employing skilled workers and providing consistent service that keeps people in town as happy, returning customers.
That local focus extends well beyond the job site, with Lofty and Casey proudly supporting a range of community initiatives through both businesses. They’ve backed local sporting organisations like the Brahmans, netball and motorsports clubs, as well as not-for-profits, mental health services, local festivals, and emergency services including the fire department, police and ambulance.
“When you do a good job, they want to keep coming back to you. We’re not the cheapest, but we do quality work and have built a good customer base from the work and team that we have.”
Looking ahead, Lofty’s goal is to continue growing sustainably while keeping their feet firmly on the ground—literally and figuratively.
Whether it’s lifting a mast, installing a pool on a tricky block, or helping locals get the job done safely, Lofty and his team are proving that hard work, local knowledge and genuine service still go a long way in the Whitsundays.
