In Western Australia, where the iron-rich soil runs red and machinery reigns supreme, there’s a family business quietly rewriting the rules of what it means to be an Australian manufacturer. Striker, a name now etched into the fabric of the global crushing and screening industry, began not in a boardroom but in a factory.

Craig Pedley started Striker from scratch in 1998. With no corporate backers, no big factory, and no guarantees, he relied on grit, instinct, and experience. He spent his days designing machines for the harshest and most remote conditions in Australia and his nights on the tools, making them a reality.

Craig didn’t come from a boardroom. He came from the field. He spent years operating crushing and screening equipment, working tough jobs in even tougher conditions.

“I was the guy on the ground, trying to keep things running,” Craig says. “I knew what worked, what didn’t, and what could make a big difference.”

Over the years, he didn’t stop at his own experience. Craig hit the road, visiting operators on site, asking what they needed and what wasn’t working. Then he went home, redesigned the machines, and built them better.

“I’ve always loved getting onsite and talking to operators,” he says. “They’ll tell you straight what can be improved. I always take it into consideration when designing upgrades with the engineers. Everything has always been about solving real problems for real people. That’s what built our reputation.”

‘’It was hard work, but it laid the foundation for the business that would grow far beyond that first machine, which cost us way more than I budgeted.’’

Watching from the sidelines in those early years was his daughter, Jordan Pedley. As a kid, she tagged along to the factory, watched machines being built, and saw firsthand the work ethic that powered her dad’s vision. But she wasn’t handed a role in the business. She earned it.

“I didn’t just walk in and take a job,” Jordan says. “I started at the bottom, learning how the gear worked, how the teams operated, and what customers actually needed. I wanted to know every part of it, the same way Dad did.”

Now Jordan is stepping into a leadership role in the business, representing the second generation of the Pedley family and bringing a fresh energy to Striker’s future. While Craig still plays a guiding role, Jordan is creating her own path, modernising systems, deepening customer relationships, and staying just as connected to the workshop floor as the boardroom table.

“I learnt from the best,” she says. “But I also bring my own perspective, especially when it comes to people, growth, and how we keep that family feel as we scale up.”

And behind that growth is a dedicated team that turns the Pedleys’ vision into reality every day. Among them is Chief Operating Officer Nicole Talbot, who plays a key role in leading operations, delivering strategic direction, and keeping the business sharp and responsive.
“Nicole brings experience, structure, and a genuine care for the people around her,” Jordan says. “She’s an integral part of the leadership team and helps us drive a culture where people want to be, and want to stay.”

From welders to field techs, logistics to admin, it’s the people across the business who keep Striker strong. Many have been with the company for years, growing with it, contributing ideas, and sharing in its success. The team culture is hands-on, no-nonsense, and built on trust, just like the machines they manufacture.

For Craig, seeing his daughter step up and the business thrive under a capable team is a proud moment.

“Legacy isn’t just about building a good business,” he says. “It’s about handing over something solid and watching someone you love, and a team you trust, take it even further.”

Striker remains proudly Australian-owned and operated. Every machine is still built with the same practical mindset Craig started with: solve the problem, back the customer, and never compromise on quality.

With a second-generation, an experienced executive team, and a workforce that knows the value of doing things right, the Striker story continues.