SMS Equipment Returns to the Small Screen for New Season of Hoffman Family Gold

June 14, 2024

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Keeping equipment running at peak performance—and problem-solving when the unexpected happens —is nothing new for our SMS Equipment team. They’re well-versed in visiting remote mine sites to service, maintain and troubleshoot. But doing it all while cameras are rolling? That was a first when SMS Equipment made its TV debut last year on Season 2 of Hoffman Family Gold.

This spring, SMS Equipment returns to the small screen, in partnership with Komatsu and Discovery, providing a full lineup of equipment and 24/7 on-site support for the Hoffman’s quest on Season 3.

“We’re delighted to be a part of the upcoming season of Hoffman Family Gold,” says Denise Gohl-Eacrett, Senior Director, Marketing and Communication at SMS Equipment. "Partnering with the show allows us to showcase our top-of-the-line equipment and highly skilled support services."

“While our mining teams typically serve large-scale operations, the themes we see on Hoffman Family Gold apply across any job site: reliable equipment, innovative solutions, an experienced team and quick thinking are critical to success.”

Hoffman Family Gold is a spin-off of Discovery’s #1 hit series, Gold Rush. It follows three generations of the Hoffman family as they try to revive a rundown mine 100 kilometers north of Nome, Alaska. In Season 2, the Hoffmans battled rugged terrain, a remote location and fierce weather conditions to pursue a 1,000-ounce goal, bolstered with a full lineup of brand-new Komatsu equipment. Along with the machines, SMS Equipment provided a fully stocked equipment trailer plus a dedicated maintenance team. The company’s Anchorage branch was close at-hand and Technical Support Specialist Ron Fetzko stayed on-site for the duration of filming – he even made several appearances on the show.

“Our whole team enjoyed cheering on Ron and the behind-the-scenes SMS Equipment crew last summer,” adds Gohl-Eacrett. “Partnering on the show gave us an extra point of engagement with our employees and customers as we followed the twists and turns of the Hoffman’s saga. It was a lot of fun.”

The upcoming season of Hoffman Family Gold promises to deliver even more of the show’s signature drama. Three generations of Todd Hoffman’s family return to Mammoth Valley Mine in Alaska to mine what they say is the most promising claim they’ve ever had. This year, they’ve set an aggressive mining goal to triple last year’s output. Can they meet it before the ground freezes over, putting their legacy on the line?

To find out, tune into the season premiere of Hoffman Family Gold on Friday, June 14 at 9pm ET on Discovery. You can also stream it on discovery+ in Canada and MAX in the U.S.

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