24/08/2026
🎉 Celebrating 25 Years of Steve McMaster at Crown Lift Trucks UK
Today, we're proud to celebrate an incredible milestone as Steve McMaster marks 25 years with Crown. Steve joined Crown as a Territory Sales Representative and, through dedication, expertise, and an unwavering commitment to success, progressed to Warrington Branch Sales Manager in 2004, where he began leading and developing sales teams. His leadership journey continued with promotion to General Sales Manager UK in October 2023, followed by another well-deserved promotion to General Sales Manager UK & Benelux in February 2026.
Throughout his career, Steve's impact has extended far beyond sales results. His exceptional sales expertise, mentoring, and coaching have helped shape generations of Crown sales professionals. Many of the sales processes and practices we rely on today bear Steve's influence and continue to drive our success.
Alongside his day job, you'll often find Steve delivering product training to our sales teams and facilitating STARS training programmes. Developing people and nurturing talent has always been one of Steve's greatest passions, and his commitment to helping others grow has left a lasting mark across the business. Steve is also the colleague we can always rely on for a memorable phrase, a timely quote, or a piece of sales wisdom that somehow becomes part of everyday conversation. His knowledge, leadership, energy, and enthusiasm have made him a true driving force within Crown.
And while his achievements are many, there's another reason most of us know when Steve is nearby. You may well hear him before you see him, thanks to his legendary rendition of the Crown jingle in meetings across the business! Its true what they say Steve... there really is nothing like a Crown.
Congratulations on an outstanding 25 years and thank you for the invaluable contribution you've made to Crown, our customers, and your colleagues. Here's to the next chapter of your remarkable journey. Please join us in congratulating Steve on this fantastic milestone.