Most people hear “electrification” and think of electric cars. But some of the biggest opportunities are happening in a much less visible place: the forklifts moving goods through warehouses and distribution centers. In this episode, we explore the hidden technology and cost gaps surrounding industrial material-handling equipment (MHE). JF Marchand, Marketing Director at UgoWork, examines why many fleets are still relying on outdated lead-acid technology, how the OEM and dealer ecosystem influences fleet-energy decisions, what differentiates UgoWork’s lithium solutions, and how its fleet intelligence platform turns battery data into actionable insights. The episode also covers the accelerating adoption of lithium, the tension between site-level uptime priorities and enterprise-wide asset efficiency, and how better data can help organizations close that gap. For supply chain and operations leaders, the takeaway is clear: the battery powering a forklift may be much more than an equipment decision. It can be a lever for productivity, visibility, and significant cost savings. About UgoWork: UgoWork is on a mission to eliminate energy waste in the material handling industry. We develop smart lithium-ion forklift batteries and charging infrastructure engineered for the real world: non-stop pressure, tough warehouse conditions, and constant changes on the floor. Beyond products, we address every energy challenge—from understanding power consumption and grid constraints to optimizing asset life and managing large-scale fleet transitions. Based in Québec, Canada, they power some of the largest S&P 500 and Fortune 500 operations across North America—making lift truck energy one less thing to worry about. Learn more at ugowork.com About the guest: JF Marchand is the Marketing Director at UgoWork, a fast-growing technology company driving operational transformation in the industrial sector. A trained mechanical engineer with a career rooted in innovation, JF brings over 15+ years of experience helping international tech companies scale by aligning commercial strategy with purpose-driven product development. At UgoWork, he leads a multidisciplinary team across strategy, brand, demand generation, sales enablement, and outbound growth. With a sharp focus on delivering business impact, JF builds marketing and business development engines that prioritize operational efficiency, reduce waste, and accelerate enterprise adoption. JF is known for his strategic mindset, collaborative leadership style, and bias for action. He thrives in fast-paced environments where cross-functional alignment, creativity, and shared values fuel growth. For him, building successful teams is as much about having fun and developing people as it is about delivering results.

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