ALTA EQUIPMENT GROUP INC

UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549

SCHEDULE 14A

Proxy Statement Pursuant to Section 14(a) of the

Securities Exchange Act of 1934

(Amendment No. )

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Alta Equipment Group Inc.

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ALTA EQUIPMENT GROUP INC. PROXY STATEMENT 2024

April 25, 2024

Dear Fellow Stockholders:

Our historic performance in 2023 would not have been possible without the complete dedication and solid execution by the entire Alta Equipment Group Inc. (“Alta” or the “Company”) team. I sincerely appreciate their efforts. During 2023, we continued to capitalize on the broad-based strength in ourend-user markets. Total revenues increased 19.4% from a year ago to $1.9 billion, which was driven by organic growth and contributions from our accretive acquisitions. Our performance is also a testament to the versatility and resilience of our business model. Alta continues to increase the breadth of our product offerings, the scale of our addressable market and the defensiveness of our market position. All our business segments performed well, and we continued to expand our high-margin product support business, ending the year with more than 1,300 highly skilled service technicians.

Alta also continued to execute upon its growth strategy, completing two accretive acquisitions. In October, we acquired Burris Equipment Company (“Burris”), a premier supplier of compact construction and turf equipment with three locations in Illinois. Burris provides us with further coverage and market penetration in the metro Chicago market and additional growth opportunities in the highly fragmented compact segment within the construction equipment market. In November, we acquired Ault Industries, Inc. (“Ault”), a privately held Canadian equipment distributor with locations in Ontario and Quebec. This represented our first investment in Canada for our Construction Equipment segment. Ault has built a high-performing equipment dealership in the aggregate and mining space, a growing end market in that region. Lastly, in November, we expanded our relationship with our existing OEM partner, CASE Power & Equipment (“CASE”), which allowed Alta to enter the central and western Pennsylvania markets and serve customers in the general construction, infrastructure, and residential and nonresidential construction markets with a full lineup of CASE heavy compact and subcompact equipment and attachments. Our merger and acquisition pipeline remains active and our strategy to partner withtop-tier manufacturers to help consolidate and strengthen their dealer networks is more relevant than ever.

As we move into this year, demand in our diversifiedend-user markets remains solid and customer sentiment is positive. Continued growth is forecast in thenon-residential construction markets and federal infrastructure spending is expected to accelerate. State Department of Transportation budgets in our coverage area have increased from last year, especially in Florida, which is the largest market for our Construction Equipment segment. The onshoring trend in manufacturing continues in much of our northern territory. Moreover, secular trends in warehousing and distribution are driving demand for automation, robotics and alternative motive power solutions.

Lastly, I would like to provide an update on Alta’s corporate citizenship initiatives. As a company, we continue to focus on our commitment to environmental sustainability, including a focused growth strategy within oure-mobility segment. We are also committed to fostering an empowered and inclusive culture, and we actively promote a unified corporate purpose of “delivering trust that makes a difference” for our customers, our OEM partners, and our team members.

In closing, I would like to sincerely thank all members of the dedicated Alta family, our OEM partners and customers, and our shareholders for their support in making this a memorable and successful year for Alta Equipment Group.

Sincerely,

Ryan Greenawalt

Chairman of the Board and Chief Executive Officer

NOTICE OF 2024 ANNUAL MEETING OF STOCKHOLDERS

On behalf of the Board of Directors, I cordially invite you to attend the 2024 Annual Meeting of Stockholders of Alta Equipment Group Inc. (the “Company”) to be held on June 7, 2024 at 9:30 a.m., Eastern Daylight Time (the “Annual Meeting”). The Annual Meeting will be a completely virtual meeting, which will be conducted via a live audio webcast. You will be able to attend the Annual Meeting online, vote your shares electronically and submit your questions during the Annual Meeting via a live audio webcast by visiting and registering atwww.proxydocs.com/ALTG.

The purpose of the Annual Meeting is to:

Only stockholders of record at the close of business on April 12, 2024, may vote at the Annual Meeting. Each stockholder of record is entitled to one vote for each share of common stock held at that time.

Your vote is important to us. Whether or not you plan to attend the Annual Meeting, we strongly urge you to cast your vote promptly. You may vote over the Internet, as well as by telephone or by mail. Please review the instructions on the proxy or voting instruction card regarding each of these voting options.

Important Notice Regarding the Availability of Proxy Materials for the Stockholder Meeting To Be Held on June 7, 2024:

This Proxy Statement and Annual Report to Stockholders, which includes our Annual Report on Form 10-K for the year ended December 31, 2023, are available on or about April 25, 2024 at www.proxydocs.com/ALTG.

By order of the Board of Directors,

/s/ Ryan Greenawalt

Ryan Greenawalt

Chairman of the Board and Chief Executive Officer

April 25, 2024