Matthew Hoelscher is the Founder and CEO of Sonsray. He was raised on a farm surrounded by heavy machinery all his life. After his wife pushed him to go to college he graduated with a degree in mechanical engineering.  Upon graduating college he obtained a job in sales within the transportation industry.  Matthew has always had the vision to think big.  

By 2009, Matthew noticed an opportunity in refrigerated trailer rentals and after years of customers asking for referrals he decided to start his own company in refrigerated trailer rentals. He founded SONSRAY. A name inspired by his children, 3 SONS and his daughter’s name, Rayne (RAY).  By 2010, Sonsray Rentals & Leasing trailers were on the road with 10 established locations.  With his expertise in the transportation industry, each location continues to support customers with their transport refrigeration and trailer equipment needs through their sister-company, Sonsray Fleet Services.

In 2012, as Matthew was looking for new investment ideas, he stumbled upon the opportunity to open 12 existing construction equipment locations. This took him back to his roots, living on the farm and working on heavy machinery–he seized the opportunity.   They now have grown to 15 locations and operate as Sonsray Machinery.

Today, there are 33 Sonsray locations on the West Coast and East Coast stretching from the borders of Mexico to Canada in 5 states, proudly providing customers with world-class equipment and aftermarket support. Matthew remains the sole owner of Sonsray.

In his spare time, Matt enjoys outdoor activities such as surfing, basketball, working out and spending time with his wife and family.  He’s been married for over 20 years and resides in Redondo Beach, CA.

Rosie Hoelscher is the owner of Sonsray alongside her Husband Matthew Hoelscher. 

She has been highly involved in planning the company Holiday Party as well as location remodels and other visionary activities that support the growth of Sonsray. As the company grows there are more and more locations that need to be remodeled to match other locations and Rosie does an amazing job with her interior design abilities.

Empathy and compassion are Rosie’s specialty. She is always looking for ways to give back to those in need by donating and even has created a charity called Nation of Love which supports disadvantaged youth.

Outside of work Rosie enjoys spending quality time with her family, friends and adorable pets. Traveling is another passion of hers. She has been to over 15+ countries and is looking forward to adding to the list.

With over 25 years of financial, strategic and operational experience across a broad range of industries, Jason is well-versed in helping companies drive transformation and growth. Jason has architected successful acquisitions/exits and scaled new lines of business at both publicly-traded, Fortune 500 companies (Viacom, Walt Disney) as well as smaller, entrepreneurial-focused entities (NAX Group, IFILM, Bellator MMA), providing him with a unique set of skills and cross-functional expertise to bring to bear as the CFO of Sonsray.

As CFO / COO of NAX Group, Jason helped expand the company’s sales funnel by ~10x via novel commercial and investment partnerships, while catalyzing its transformation from a services to a SaaS-led organization.

As EVP, Multiplatform Strategy & Operations at Viacom, Jason diversified Viacom’s video-focused IP into lucrative new areas and formats, including video games, live/experiential events and direct-to-consumer apps. Jason’s responsibilities also included serving as the COO of Viacom-owned Bellator MMA, a leading combat sports organization. Key accomplishments over his tenure include spearheading Viacom’s purchase of Vidcon, the world’s largest creator conference, helping secure seminal content streaming deals totaling over nine-figures in value and significantly scaling Bellator’s digital footprint.

Prior to joining Viacom, Jason served as CFO of IFILM Corp, a rapidly growing online video platform, where he oversaw day-to-day fiscal operations. While at IFILM, Jordan facilitated numerous M&A transactions, including the sale of IFILM to Viacom, Online Testing Exchange (OTX) to ZelnickMedia and the Hollywood Creative Directory to VNU Business Publications.

Jason holds a Master of Science degree in Engineering Economic Systems and Operations Research and a Bachelor of Arts degree in Economics. Both degrees are from Stanford University.

Jason resides in Manhattan Beach with his wife and two children and enjoys mountain biking, rock climbing and anything that involves a shot of adrenaline.

Mark Hicken has been the CFO for TK Services since 2011. He’s been a key player in the growth of TK Services and acquisition of Sonsray Machinery in 2012 and ten-fold increase in revenue over that time. His 30 years of experience span real estate, distribution, manufacturing, and technology. He co-founded an internet startup in 1999 and as VP of Finance helped orchestrate the private equity buyout in 2004. For the next six years, he ran a private-equity owned wholesale distribution company and his own real estate investment firm before returning to a CFO role in manufacturing and then TK Services. He has an MBA from UCLA Anderson and degrees in Mechanical Engineering from Cornell University. He’s an avid sports fan and enjoys running, scuba diving, and traveling.

Al McCandless is the Executive Vice President of Sonsray Rental and Leasing, Inc. His duties are to motivate, mentor, advise, support and lead his team so that they can achieve their desired results. Al has been at Sonsray for 12 years and prior to joining the team, he was with Penske Truck Leasing for 25 years and Scully Transportation Services for 5 years. Al values commitment, hard work and achieving shared goals and objectives by practicing collaborative leadership. He sees his team as his family and cares deeply about their well-being both professionally and personally. Al has been married to his wonderful wife Sharon for 35 years and they share two wonderful children and one spoiled yellow lab named Walter. He was born and raised in Indian Wells, CA and graduated from USC where he studied Political Science and Public Administration. Al has been a resident of South Redondo Beach for 32 years. His downtime is spent at his Bass Lake house and Portofino Marina in Redondo Beach.

Alan Grenier is the Vice President of Sonsray Fleet Services. He started in early 1995 when the company was under the Thermo King of SoCal name, with 45 employees. He started out as a Sales Coordinator where his goal was to get a better understanding of the sales administration processes and procedures and develop business relationships with TK Corp. 8 months later he was promoted to a Salesman where his goal was to grow the business from Vernon to Santa Barbara. He was successful growing the vehicle powered and self powered unit product lines and gained many conquest accounts. The company then became the number one dealership nationwide in these markets. In 2002, he became the Aftermarket Product Sales Manager where his goal was to grow the parts and service business for the refrigeration and bus HVAC markets. Alan created the A/B/C pm programs which became a nationwide standard among all Thermo King dealers. The company was also awarded Bus Dealership of the year in 2007. In 2007, he became the Sales & Marketing Manager for 9 TK Services locations in CA and NV. In 2012 he became the Regional General Manager for Sonsray Machinery/Case covering the SoCal market. In 2015 he returned to TK Services/Sonsray Fleet Services as the General Manager for SoCal and Nevada. In 2019, the company merged the SoCal and NorCal operations and Alan became the Vice President for the Sonsray Fleet Services group. Alan now oversees the entire business operations and sales for Sonsray Fleet Services. In 2021, the company acquired twoThermo King dealers in Carlstadt, NJ and Long Island, NY. Sonsray is now operating the largest Thermo King dealership in North America and their footprint covers about 1/3 of the entire US population. In 2021 Alan moved to Summerlin, Nevada and owns 2 Great Danes. He is a long distance athlete.

Matthew Moses is the Vice President of Sonsray Rentals. He has over 15 years of experience within the heavy equipment industry. Matthew graduated from St. Cloud State University with a Bachelor’s Degree in Business. He began his career in the heavy equipment industry as a Regional Operations Manager for the Ritchie Brothers Auctioneers and was later promoted to Regional Sales Manager. While at Ritchie, he traveled the world extensively helping start up facilities, managed some of the company’s largest auctions and signed specialty deals. He managed regions in both sales and operations in multiple areas throughout the Midwest and Western US. By 2016, he joined BlueLine Rental. After almost 3 years as their Bay Area/North Coast District Manager, United Rentals announced they had reached an agreement to acquire BlueLine Rental. Matthew was then offered the position of Vice President for Sonsray Rentals. Knowing what the expectations and long-term goals were to grow this division, he accepted the challenge and joined Sonsray in February 2019. In almost 3 years since Sonsray Rentals’ inception, Matt has grown Sonsray Rentals’ revenue by 850%.

Matt is happily married and splits his time between Lake Tahoe and Redondo Beach, CA. In his spare time, he volunteers at different charity organizations and enjoys fishing, boating, swimming, snowshoeing and hunting.

Shawni M. Young is the Vice President of Marketing Technology at Sonsray, where she leads the integration of innovative digital strategies and oversees both brand and technology-driven marketing initiatives.

Shawni’s approach emphasizes cultivating top talent and creating cohesive operations that drive revenue attainment, while developing distinct and impactful brand assets. Her leadership fosters a culture of innovation and collaboration, ensuring the marketing and IT teams deliver measurable results and maintains a competitive edge.

Since joining Sonsray in 2015, Shawni has leveraged her 20+ years of professional experience across the entertainment, automotive, and professional sports industries to bridge the gap between sales and marketing, positioning Sonsray as an industry leader.

Joanna Verastegui is the Director of Human Resources, she is responsible for all humans at Sonsray. She has been part of the team since 2007 and started when the company was located in 2 states and had 150 employees. Sonsray is now located across 7 states with 600+ employees and she’s excited to continue being a part of the growth. She enjoys helping her team members and is an expert in supporting each and every business need of the company. Joanna is also known as the mean babysitter, therapist and an HR ninja. She was born and raised in California and she’s married with 3 boys and 1 princess. When she’s not working she loves to travel with her family and enjoys eating (she’s a foodie) and listening to music.

Trevor McMullen is the Director of Service Support for Sonsray inc. He began as a part time installer for Sonsray Fleet Services Fontana in 2004 focusing on vehicle powered systems and served as a technician until 2010 when he took a position with UTI to start the diesel program in Rancho Cucamonga. Here he took on the role as the Technical Team Lead for the Air Brakes and Transport Refrigeration courses. His triumphant return to Sonsray Fontana was prompted by the desire to learn about the new Precedent series equipment and Trevor has since become known throughout the industry for his technical prowess and wonderful people skills. Trevor firmly believes that “Service is King” when it comes to any kind of fleet or equipment industry, and is currently focused on the service department’s role in customer relations and technician training and retention to better serve the industries that require more and more advanced equipment. He advocates for the role of the technician as the chief purveyor of true customer service experience.

  Trevor is married to a saint with two less saintly children who both play club water polo. He is an ordained deacon of the Presbyterian church as well as a member of the Gideons International. He has been a member of the Kingsmen car club for 19 years; he lives and breathes for traditional Hot Rods and Custom cars and owns too much vintage stuff to list. If you ever need to contact Trevor for a technical question, check the manual first because the answer is in there, he guarantees it.