Meet The Team
Jiro Noguchi
Executive Director
Jiro is the figurehead of the bond between our parent company Nishio Rent All and Fork Force Australia.Â
He has worked for Nishio for many years, including a long career heading up operations in Singapore, before being appointed ED of Fork Force Australia after the acquisition by Nishio in 2019.
Chris Cunliffe
Managing Director
Chris has been with the business for many years, becoming the first digital marketing manager of Fork Force back in 2008. Since 2008, he has worked across multiple verticals and branches of the FFA businesses, from sales through to operations and to Victoria and Sydney and back again.
Adrian Martin
Founder & Chief Operations Officer
 Prior to founding what would become Fork Force, Adrian emigrated from the UK to the Land Down Under, beginning his journey in material handling. He held many roles in the industry, including as the State Operations Manager at Komatsu and the State Manager for Mitsubishi Forklifts. He is extremely knowledgeable in all facets of Fork Force.
David Cooper
Finance Director
With over 18 years of experience in finance roles, predominantly in the retail sector, David Cooper serves as the Finance Director at Fork Force Australia. Originally from the UK, David’s career includes significant positions at companies such as Pillow Talk and Palm Lake Group. His extensive background in financial management and strategic planning has been instrumental in driving financial stability and growth within the organisations he has served.​
At Fork Force Australia, David oversees the company’s financial operations, ensuring robust financial health and contributing to strategic decision-making processes. His leadership and expertise continue to support the company’s mission of providing exceptional forklift solutions across Australia.
Alex Adamski
Head of Marketing
Alex Adamski-O’Toole is the Head of Marketing at Fork Force Australia, bringing a wealth of experience in marketing and digital transformation. Prior to joining Fork Force, Alex spent a decade in digital agencies and the solar and renewables sector, serving as Head of Marketing. He later launched his own digital agency, further honing his expertise in digital marketing strategies.​
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In his current role, Alex leads the charge in optimizing intent-based marketing, conversion rate optimization (CRO), and implementing a human-centered approach to GTM and CLTV strategy. His vision and leadership are instrumental in driving Fork Force Australia’s marketing initiatives, ensuring the company effectively reaches and engages its target audience.​
Umesh Thakur
Human Resources Manager
Umesh joined Fork Force in early 2023. While FFA is his first time working in material handling, he has 16 years of experience in HR, working for the world’s largest refrigeration company (Beijer Ref).
Originally from India and coming to Australia via NZ (for 16 years no less), Umesh specialises in people management, change management, employment relations, Health & Safety and payroll. Oh, and he is also a certified Toastmaster!
Brock Cunliffe
National Wholesale and Major Accounts Manager
One of our longest standing employee, Brock has been with FFA for 17+ years. Just like his father, he started out with his trade, working as a diesel fitter with the company before moving into a head office role.
Since adding a Diploma of Marketing to his toolkit, Brock has taken up the role of National Wholesale and Major Accounts Manager, working with Procurement Managers in SMEs and above on their fleet needs.
Anouk Degand
National Purchasing Manager
Originally hailing from Belgium, Anouk Degand brings a wealth of experience to her role as the National Purchasing and Parts Manager at Fork Force Australia. Her career in the materials handling industry includes key positions at companies such as TVH Australia and Lencrow Materials Handling.
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 In her current role, Anouk oversees the procurement and parts divisions, ensuring that Fork Force Australia’s clients receive top-quality products and services. Her international perspective and extensive industry experience have been instrumental in driving the company’s growth and maintaining its reputation for excellence.​
JACK HUTCHINSON
national operations Manager
Jack Hutchinson serves as the National Operations Manager at Fork Force Australia, where he oversees operations across five states and seven branches. Based in the Greater Sydney Area, Jack brings a wealth of experience to his role, ensuring seamless coordination and efficiency across the company’s extensive network.
Jack’s academic background includes studies at Griffith University, equipping him with a solid foundation for his professional endeavors. His leadership and strategic insights have been instrumental in driving operational excellence at Fork Force Australia, contributing significantly to the company’s growth and success.
sonny robins
qld sales Manager
Sonny brings a wealth of experience from the automotive industry, where he excelled as a Sales Representative, Sales Manager, and General Manager with renowned brands like Honda, Mercedes-Benz, and Lexus. His background has equipped him with a deep understanding of customer needs, value-driven sales, and effective team leadership.
Now working in the material handling industry, Sonny is dedicated to helping his team achieve greater success. He’s passionate about connecting customers with the best value forklifts on the market, ensuring businesses receive reliable, cost-effective solutions that meet their needs.
Luke Robins
VIC Sales Manager
With extensive experience in the materials handling industry, Luke Robins leads Fork Force Australia’s Victorian sales team as the VIC Sales Manager. Dedicated to delivering tailored solutions, Luke combines his deep product knowledge with a customer-first approach to help businesses find the right forklift solutions for their needs. His expertise ensures clients receive personalised advice, whether they’re purchasing, hiring, or seeking service support.
Luke’s commitment to building strong relationships and providing exceptional service makes him a trusted partner for businesses across Victoria.
ryan mccormack
NSW Sales Manager
With over 20 years of experience in sales and more than six years specializing in the forklift industry, Ryan brings a customer-focused approach to helping businesses optimize their materials handling operations.
As Sales Manager at Fork Force Australia, Ryan is dedicated to providing tailored solutions that enhance efficiency, productivity, and cost-effectiveness.
