Midwestern Values.
It’s a big part of who we are.

Geneva Capital has built a legacy rooted in vision, growth, and unwavering commitment. Through the years, Mark and the entire Geneva team have surpassed numerous milestones, overcome obstacles and market setbacks, and ultimately achieved incredible successes! But that doesn’t happen without an incredible team of over-achievers laser focused on the same goal. From humble beginnings to a nationwide presence, here’s a look at our journey.

Geneva Capital was founded in July 2000 by Mark Watkins. Prior to Geneva, Mark had over 15 years of experience in all aspects of the capital equipment leasing industry. With a clear vision and strong foundation, the company set up its headquarters in Alexandria, the heart of Minnesota.

Why Alexandria? The people. This is a small community filled with hardworking people who know how to come together to achieve a common goal. Teamwork dreamwork, baby!

Through the 2000s and 2010s, Geneva steadily grew—both in reputation and reach. With a common goal in mind, the Geneva team broke into new markets and forged strong partnerships with industry dealers and distributors. Through it all, we strived to maintain the same great “small town” customer service we’d become known for.

As we deepened our expertise in niche markets, the needs of the business soon expanded far beyond our 4 walls in Alexandria! We’ve since opened an office in Minneapolis and added several remote team members across the nation.

Along with corporate growth, a commitment to stewardship also began to take hold. What started as an impromptu spaghetti feed over lunch one day quickly morphed into something much greater. Geneva soon found a renewed passion for giving back, established the Community Reinvestment Committee, and began holding regular fundraising events. Along with community donations, we eventually surpassed $500,000 in local giving.

Since then, we’ve established ourselves as a pillar of community support and are incredibly grateful to have been able to donate over $4 million to the communities we call home.

Geneva currently employs 80+ full-time professional over-achievers, focused on helping meet our customers’ needs and making their business dreams a reality. To this day, Mark continues to lead the charge along with our fantastic 8-member Leadership Team.

We’re optimistic about the future of our customers’ business growth and love being a key part of the entrepreneurial process. No matter how the economy fluctuates, there will always be room for innovation, and businesses will continue to look to expand or upgrade their capital equipment. When you’re ready, we’ll be here.