to care
by Adam Daunt
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Craig Pedley, founder and CEO of Striker Crushing and Screening, shares how keeping things simple, rugged and operator-focused has set the Australian business apart from the competition.
When Craig Pedley started Striker Crushing and Screening in 1998, he did not have a corporate roadmap or a boardroom of advisors. What he did have was a passion for designing machines that made life easier for the operator.
“From day one, our philosophy has been simple. Build machines that are easy to operate, easy to maintain, and tough enough to handle remote Australia,” Craig said. “We’ve always designed equipment with the operator in mind and built it to last in remote Australia.”
Keeping it Real: Designed for
the Operator
Striker’s no-nonsense approach has earned it a loyal customer base both in Australia and worldwide.
Craig said being focused on designing machines that are tough, practical, and focused on the operator helped set Striker apart. These core values have shaped the business for over 25 years.
Striker’s equipment is built for ease of operation, ensuring operators can hit the ground running, and ease of maintenance, with simplicity that means less downtime. The commonality of parts keeps spare parts inventory and costs low for the customer.
A focus from day one was to design equipment with interchangeable components. This was important to the Striker team to help operators reduce spare parts inventory, lower costs, and streamline maintenance. Whether it’s jaw crushers, impact crushers, cone crushers, or screens, having parts that work seamlessly across the range means fewer headaches on-site and faster turnaround when maintenance is needed. This thoughtful approach simplifies operations and ensures greater up-time, keeping projects running efficiently and cost-effectively. It’s a practical solution built for real-world operators needing reliability without unnecessary complexity.
“On site, simplicity and reliability are hands down the most important things to our clients,” Craig said.
The Next Generation
Today, Craig’s daughter, Jordan Pedley, is leading the charge as the next generation of Striker. Energetic, driven, and proudly carrying on the family legacy, Jordan combines a fresh vision with the same hands-on, customer-first mindset that built the business.
“I grew up watching Dad build Striker from the ground up,” Jordan said. “One thing that’s always stuck with me is that listening to our customers drives a lot of what we do. While our innovation and design teams are amazing, the customer is the real expert.”
Jordan credits Striker’s agility and personal approach as key to its success.
“We’re big enough to deliver but small enough to care. Whether it’s our service team helping operators or the production team walking through the machine build in the factory with the customers, we’re responsive and hands-on. That’s something our customers value,” she said.
Alongside Jordan, Nicole Talbot, Striker’s chief operating officer, plays an integral role in driving the business forward. Over her 16 years with Striker, Nicole has grown into her role with the support of her colleagues and mentors.
“When I first started with Striker, I knew nothing about this type of equipment,” Nicole said.
“I spent a lot of time learning from some really influential people within this business. People like Ken Baudinette, Adam Quad, and Mark Mackey who are not only a wealth of knowledge on our equipment but on machinery across the board.”
A Greener Future
Striker is paving the way for a greener future with its E-Trac range, a line of electric mobile crushing and screening equipment designed to help customers meet sustainability goals without sacrificing performance.
“At Striker, innovation is at the heart of what we do,” Jordan said. “E-Trac was designed to reduce diesel consumption, lower emissions, and improve safety. All while maintaining the power and reliability Striker machines are known for. On top of that, our remote monitoring systems provide customers with real-time data on machine performance, empowering them to make more informed strategic decisions efficiently.”
Growing Capabilities, Stronger Support
Striker has invested heavily in its manufacturing capabilities, leading to a 150 per cent increase in capacity in Australia. This expansion ensures faster delivery, reduced lead times, and stronger customer support.
“Our goal for 2025 is to roll out more Australian-made tracked machines than we have in years,” Jordan said. “We’re also expanding spare parts manufacturing right here at home. That means less downtime and quicker solutions for our Aussie customers when they need it most.”
Built on Trust
At its heart, Striker is a business built on trust. Trust in the machines, trust in relationships, and trust in the team that makes it all happen.
“You can’t build a company on your own,” Craig said.
“It’s about the people, our team, our customers, and our suppliers. We’ve worked with some incredible people over the years, and every one of them has helped shape Striker into what it is today.”
For Jordan, stepping into the role comes with big shoes to fill, those of her father, Craig Pedley, whose passion and vision built Striker from the ground up. Her focus now is on balancing innovation and growth while staying true to the values that have defined Striker from the start.
“We’re here to make life easier for operators and businesses,” she said. “That’s what we’ve always done, and that’s what we’ll keep doing. There’s nothing better than hearing from a customer that one of our machines made their job easier, faster, or more cost-effective. That’s what keeps us going.”
As the founder of the business, Craig is looking forward to watching the business continue to grow.
“We’ve got a lot of knowledge that we can draw on in terms of how to do it right. It is something that I am pretty excited about, that there are people within our organisation who want to take this to the next step and put their own stamp on it.
“I look forward to watching it progress as they take the business to the next step.”
For more information, visit strikercrushing.com.