Abstract: Apparatus for lifting a reel from a supporting surface with the reel having centrally disposed axles projecting laterally from opposite sides. Upwardly inclined guide rails are supported in spaced, parallel relation with the upper surfaces of lower portions thereof engaging the under surfaces of the axles while the reel is supported on the supporting surface. A flexible member is connected to each axle and extends toward the upper portion of the adjacent guide rail. Drive means is connected to and pulls the flexible members and the axles connected thereto upwardly along the guide rails toward upper portions thereof to lift and support the reel above the supporting surface.