Bill Willett, currently serving as CEO of MCT Companies, will lead the new entity as its chief executive. The venture integrates existing service capabilities for refrigeration units and auxiliary power systems under a unified management structure.

Rush Enterprises maintains that this move aligns with a broader strategy to diversify into adjacent commercial markets. While the company holds a 50% stake, officials confirmed that the venture will remain outside of Rush’s primary truck segment for financial reporting. According to CEO W.M. "Rusty" Rush, the collaboration focuses on scaling service reach and increasing overall value for clients reliant on refrigerated logistics.