At Inland, we understand the importance of heavy equipment. From shaping our land to gathering vital resources used to construct and support communities across the country, it’s hard not to feel inspired by these mighty machines. As one of Canada’s leading heavy equipment dealers, we could easily spend hours discussing their vital role in the Canadian economy. However, we know that people don’t just want to read or hear about it—they want to see this power in action for themselves.
That’s where social media channels like Instagram and Facebook shine. On these platforms, thousands of images and videos showcase heavy machinery at work, clearly demonstrating their capabilities and impact in just a few seconds. This content is engaging and effective, especially for younger operators, technicians, and equipment enthusiasts who are looking to enter the industry.
A Lifelong Passion for Trucks and Equipment
If anyone understands the passion of the heavy machinery community on social media, it’s Levon Farley. Known as @trucks_and_equipment on Instagram, he’s promoted the incredible capabilities of large trucks and heavy equipment for years through striking images and video content.
An example post from Levon Farley’s Instagram account
For Levon, heavy equipment isn’t just a job—it’s a lifelong passion deeply rooted in his family. Growing up surrounded by trucks and machinery, it’s no surprise he found his way into the industry. His father drove dump trucks in the summer and logging trucks in the winter, while his grandfather worked as a logger on Vancouver Island. Though Levon initially pursued a career as an electrician, his heart was always in the cab of a machine. He spent his off-hours working for a logging company, even while employed at his stepdad’s electrical business.
Levon’s big break came when he was offered a role as an operator—a pivotal moment that solidified his love for Tigercat machines. “I’ll never forget the day my boss asked if I wanted to run the new Tigercat shovel logger. It was a dream come true,” Levon recalls. His admiration for Tigercat machines wasn’t just about their performance; it was also tied to his family history and a sense of national pride. His uncle had operated Tigercat equipment for years, and the fact that they were a standout Canadian brand made it all the more special.
As his career progressed, Levon found a new passion: sharing his love for trucks and equipment on social media. What began as a way to share photos with a friend quickly evolved into something much bigger. Levon’s Instagram page became a hub for fellow equipment enthusiasts—attracting followers who shared his appreciation for the industry. “I never expected it to blow up,” Levon says. “I just posted things I thought were cool, and people connected with it.”
Inspiring the Next Generation
Levon’s success on Instagram reflects a broader trend in the industry—the power of social media to raise awareness and engage the next generation. In an industry that often struggles to attract younger workers, Levon’s content proves that there’s still a deep-rooted passion for heavy equipment—especially among those who might not have been exposed to it otherwise.
By showcasing trucks and equipment in action, Levon introduces a wider audience to the many career opportunities in the heavy machinery industry. His posts celebrate the allure and power of these machines—inspiring a new generation to consider careers in fields vital to our infrastructure and economy. Influencers like Levon are helping shift perceptions and attract fresh talent to the world of heavy equipment. From operation and maintenance to manufacturing and engineering, there are numerous paths to explore in this realm.
A Skidder for a Special Day
When it came time to plan his wedding, Levon knew he wanted to incorporate his love for Tigercat machines in a big way. The idea of using a Tigercat skidder as the arch for his ceremony was inspired by a post he saw in 2017—long before he even met his future wife. “I saw someone get married under a Tigercat in Idaho, and I knew that was what I wanted one day,” Levon says. When he met his future wife, it was one of the first things he mentioned—she could plan whatever she wanted for the wedding, as long as they got married under a Tigercat grapple. Fortunately, she was more than happy to make that dream a reality.
As the wedding date approached, Levon reached out to Rob Shelby at Tigercat during the Oregon Logging Conference to share his dream. Rob quickly connected Levon with Ken MacDonald, CEO and founder of Tigercat. Ken—familiar with Levon’s work on social media—was excited about the idea. He introduced Levon to others in the industry, including the man from Idaho who had gotten married under a Tigercat skidder—highlighting just how connected the heavy equipment community can be!
Later, Rob was scheduled to tour the Tigercat factory with members of the Inland team, including Tavis Mann, who was instrumental in making the skidder a reality for the wedding. “Tavis was amazing,” Levon recalls. “He asked me which day I needed the skidder, and he made sure it was there for me.” Inland provided a brand new Tigercat 635H, fresh off the lot and shining bright for the big day.
Levon’s wedding wasn’t just a personal milestone; it was also a testament to the camaraderie and support within the heavy equipment community. From meeting Tigercat’s CEO Ken MacDonald to connecting with the Idaho couple who inspired him, Levon’s journey is a full-circle moment that showcases the tight-knit nature of this industry.
For nine days, Levon had his dream machine—polished to perfection by himself and his family, standing proudly as the centerpiece of his wedding. It wasn’t just an arch; it was a symbol of his lifelong passion, his commitment to the industry, and the power of a dream realized with a little help from friends in the business.
Levon’s story is a reminder of how passion, community, and a touch of social media magic can bring the industry to life in new and unexpected ways. And for Inland, being a part of that journey was an honor—a chance to celebrate not just a wedding, but the shared love of heavy equipment that unites us across Canada’s most vital industries.