meet our people

At Alfasi, our people are our primary asset. Their dedication, energy and experience have enabled us to build an innovative construction, property development and plant hire companies and become market leaders in our field.

As Alfasi continue to deliver successful projects, it is the people behind the business that ensure the Alfasi values reach our clients suppliers and industry peers through ongoing positive relationships and quality outcomes.

With a wealth of experience, knowledge and leadership throughout the company, Alfasi are a proud, capable team ready for the next challenge.

Here are some of our key senior managers:

Avri Alfasi


Avri founded the Alfasi Group in 1980 and has been its CEO ever since, leading the business to what it is today. Avri is still heavily involved in all aspects of the Alfasi Group activities. During his time Avri developed the various divisions of the business which are now recognised as major players in their respective industries and are major contributors to the group’s growth. As Chairman of the Board of Directors, Avri provides the necessary leadership and direction to ensure Alfasi’s continued success.

Gill Dvir

Managing Director

Gill Dvir is the Managing Director of the Alfasi Group and has been with Alfasi for over 20 years. Gill has had extensive experience in all aspects of the business and has played an important part in Alfasi’s growth and success. As a member of the Board of Directors, Gill’s role sees him delivering the company’s strategy as well as being intimately involved in all of Alfasi’s projects.

Elad Zohar

Managing Director

Elad is the Managing Director for the Alfasi Hire. Elad has been with Alfasi for over 10 years and was involved in the management and operation of key projects, mainly in developing and anchoring the supply chain operation that plays a significant role in the success of the company throughout Australia, Asia and the Middle East. Elad is also looking after the Asian subcontractors network, marketing infrastructure and the procurement operation for the property development division.

Anthony Choi

Senior Development Manager

Anthony’s experience stems from 10 years in the property industry, having had exposure in commercial agency and development at large public institutions as well as the private sector. Anthony has diverse experience across residential, commercial office, retail and industrial asset classes. He is involved in the acquisition and delivery of all development projects within the Alfasi Group. Anthony holds a Master’s degree in Commerce (Property) and is a licensed estate agent.

Gary Murphy

General Manager

Gary has been the General Manager for Alfasi Hire for over 13 years and has overseen the growth of the business develop from the initial branch in Melbourne to a business with over 2000 machines across four states in Australia. He has been responsible for the development and implementation of efficient and effective management systems across the organization nationally and played a key role in the attainment of certification in meeting the ISO quality and OHS management systems.

Simon Berridge

QSE and Major Projects

Simon Berridge started with Alfasi in 2010 and has been in the hire industry for more than 30 years. Initially employed as the Victorian Sales Manager, he has taken on a wide variety of roles including setting up the first interstate branch in NSW, trained to take on QSE and OH&S leadership role and then adding resource, infrastructure and major projects responsibilities from 2013 onwards. This involved travelled widely across Australia, dealing with high value remote resource and infrastructure projects. He has now returned to Victoria combining the National Crane and State Manager role along with selected major projects, using his extensive industry knowledge to ensure great outcomes for clients.

Reg Moss

General Manager QLD

Reg joined Alfasi in 2014 and manages sales and operations in Queensland and workshop and service nationally. Reg leads a team responsible for the delivery of product safety, quality and customer responsiveness. Since joining Alfasi the Queensland fleet has continued to grow main stream and specialised material handling and MEWP products.

Alisa Ly

Operations Director NSW

Alisa has been with Alfasi Hire since 2011, leading the team and branch into continued growth. She continually set standards to optimise the performance of the business and devotes her energy by applying new and innovative ideas to improve sales and operations of the branch.