HVAC Leaders

What if your best rep loses a deal without ever knowing he was in the running? In this episode of HVAC Leaders, host Ashlei Rolloff talks with Curran Ethridge, founder of Circuitry Media, about what happens when a relationship-driven industry meets a buyer who wants answers before a relationship begins. Curran has worked both sides of the table, inside manufacturing brands and outside consulting to them, and his take is direct. The relationship used to open the deal. Now digital opens it, and the rep closes it. Key insights: Buyers now do most of their research (website, competitors, trade pubs, LinkedIn, Reddit, AI) before they ever call a rep An aging workforce is retiring with decades of institutional knowledge, right as buyers get more sophisticated Gartner data: 67 percent of B2B buyers do not want to deal with a rep, and the average buyer checks out six competitors before making contact Every digital touchpoint has to answer three questions: will it work, will you support it, and why should I care, in one sentence If you can not differentiate on the product, you differentiate on the brand, starting with listening to customers relentlessly Curran's "stranger test": hand a stranger five competitors' website copy side by side. Most companies find out they sound identical For the executive still betting everything on the rep model, and the marketer who knows something needs to change but needs the language for leadership, this episode gives you both. Mentioned in this episode: - Curran Ethridge's website: circuitrymedia.com - Curran's email: [email protected] - Gartner study on B2B buyer behavior (67 percent stat)

What will it take to lead an HVAC company through thenext decade of change? In the final episode of our special HVAC Leaders series, Three Generations of HVAC Leadership, Ashlei Rolloff talks with Matt Russell, President of ThermalNetics, about intentional leadership, company culture, communication, and preparing an organization for what comes next. Matt shares how his path from engineering into technical sales shaped the way he approaches leadership today. He reflects on the multi-year succession process that prepared him to become President, why people and culture became his top responsibility, and what he has learned about showing up as a more mindful and present leader. The conversation also explores the relationships that drive long-term HVAC growth. Matt explains why the strongest sales organizations begin by understanding the customer’s business and pain points rather than promoting the latest solution. He also shares how ThermalNetics uses its core values, recruiting process, and long-term planning rhythm to maintain focus through consolidation, market volatility, technology changes, and industry noise. This episode completes our three-part series: Three Generations of HVAC Leadership Part 1: Where We Started with Jim Newman Listen here: https://open.spotify.com/episode/4XgYqEm8ig64TiYSN7wsgh?si=sPa6Z_gTS5ayxmFSBdBr6A Part 2: Where We’ve Been with Rick Sutkiewicz Listen here: https://open.spotify.com/episode/5PFjEvb0k1u5PufNJHDDkx?si=C0jm5Ug6Q72vLA9P-ayqbA Part 3: Where We’re Going with Matt Russell In this episode you'll learn Why people and culture became Matt’s topresponsibility as President How a thoughtful succession plan can prepare afuture leader before the title changes Why leadership development is never finished How presence and self-awareness affect the wayleaders serve their teams Why trust must be built before difficultfeedback can be heard How strong recruiting processes protect cultureand improve long-term retention Why customer value begins with understanding theproblem before presenting the solution How EOS helps the leadership team connect itslong-term vision to annual and 90-day priorities Why a weekly review can help leaders protectimportant work from daily noise What curiosity and adaptability will requirefrom HVAC leaders over the next decade Memorable Moments “You don’t have to have all the answers.” “Be where your feet are.” “What is the customer really asking for?” “You need to deliver the message in a way thateverybody hears it.” “Continuing to ask what’s next, and not just doing moreof the same, is an important mindset.” Resources Mentioned The Eisenhower Matrix A four-quadrant framework for sorting work according tourgency and importance. Ashlei discusses using it as part of her weeklyplanning and delegation process. https://eisenhowernotes.com/learn/eisenhower-matrix EOS Delegate and Elevate An EOS tool that helps leaders identify the work theyshould continue owning and the activities they should delegate. https://www.eosworldwide.com/delegate-and-elevate Entrepreneurial Operating System https://www.eosworldwide.com/ Matt Russell on LinkedIn https://www.linkedin.com/in/matt-russell-mi/ ThermalNetics https://www.thermalnetics.com/ For HVAC executives and marketing leaders, this conversation is a reminder that sustainable growth is not built by reacting to every new opportunity. It comes from knowing your direction, investing in people, listening closely to customers, and remaining curious enough to evolve.

What happens when the biggest obstacle to growth is the leader? In Part 2 of our special HVAC Leaders series, Three Generations of HVAC Leadership, Ashlei Rolloff sits down with Rick Sutkiewicz, former President and current Chairman of ThermalNetics, to discuss one of the hardest leadership transitions: letting go. Rick reflects on how his leadership evolved from making every decision himself to building a leadership team empowered to make decisions, solve problems, and move the organization forward. Through honest stories and practical advice, he shares why growth required more than better systems. It required humility, trust, and a willingness to stop being the bottleneck. The conversation also explores EOS, company culture, strategic resilience, customer relationships, and why the organizations that thrive over the long term invest in people before processes. This episode continues our special three-part series: Three Generations of HVAC Leadership Part 1: Where We Started with Jim Newman (Now Available) Part 2: Where We've Been with Rick Sutkiewicz (Now Available) Part 3: Where We're Going with Matt Russell (Coming Soon) In this episode, you'll learn Why leadership changes as organizations grow How to recognize when you've become the bottleneck Why empowering others creates stronger organizations How EOS created accountability and alignment at ThermalNetics Why culture starts with self-awareness How customer trust is built by solving problems instead of selling products Why resilient companies stay focused on their core business while adapting to change How intentional daily habits help leaders create space for strategic thinking Memorable moments "I had to let go of the vine." "I was the bottleneck in the organization." "Culture first. Period." "The collective results of the team will always outperform one individual." Resources Mentioned Traction by Gino Wickman https://www.eosworldwide.com/traction-book What the Heck Is EOS? by Gino Wickman https://www.eosworldwide.com/what-the-heck-is-eos From Strength to Strength by Arthur C. Brooks https://www.penguinrandomhouse.com/books/670191/from-strength-to-strength-by-arthur-c-brooks/ Rick Sutkiewicz on LinkedIn: https://www.linkedin.com/in/rick-sutkiewicz-70b4aab/ Whether you're leading a growing business, building a leadership team, or trying to create more space to think strategically, Rick's story is a reminder that sustainable growth begins when leaders stop trying to carry everything themselves.

What does it take to build something that lasts for more than 50 years? In the first episode of our special HVAC Leaders series, Three Generations of HVAC Leadership, Ashlei Rolloff sits down with Jim Newman, co-founder of ThermalNetics, to explore the leadership principles, customer relationships, and decisions that built a company designed to stand the test of time. Jim shares stories from the early days of ThermalNetics, why selling service instead of simply selling equipment changed the customer experience, and how listening, resilience, and continuous learning became the foundation of his leadership philosophy. The conversation goes beyond HVAC. Jim reflects on failure, mentorship, purpose, and why great leaders never stop learning. He also shares how a book by Pema Chödrön, Welcoming the Unwelcome, influenced the way he thinks about setbacks, growth, and attitude. This episode begins our special three-part series: Three Generations of HVAC Leadership Part 1: Where We Started with Jim Newman Part 2: Where We've Been with Rick Sutkiewicz (Coming Soon) Part 3: Where We're Going with Matt Russell (Coming Soon) In this episode, you'll learn: Why relationships have always been the foundation of great business How ThermalNetics differentiated itself by selling service, not just equipment Why leaders should spend more time listening than talking What resilience really looks like in business and in life Why failure can become one of your greatest teachers How mentoring the next generation strengthens the future of the HVAC industry Why existing buildings represent one of the industry's biggest opportunities Resources Mentioned Welcoming the Unwelcome: Wholehearted Living in a Brokenhearted World by Pema Chödrön Learn more about the book Connect with Jim LinkedIn: https://www.linkedin.com/in/jimnewmandeanofgreen/ Whether you're leading a business, mentoring future leaders, or looking for perspective from someone who has spent decades shaping the HVAC industry, this episode is a reminder that lasting success isn't built overnight. It's built through relationships, resilience, and a commitment to making the people around you better.

What if retention starts with how leaders show up every day? In this episode of HVAC Leaders, host Ashlei Rolloff talks with Elise Radawitz, founder of Velocity Leader, about the inner game of leadership in the trades: the mindset, self-awareness, communication, and emotional literacy required to build cultures where people want to stay. Elise brings nearly a decade of experience across HR, sales, marketing, and learning and development in HVAC distribution. After seeing the same leadership gaps show up across distributors, contractors, wholesalers, and manufacturers, she built Velocity Leader to help leaders in the trades become calmer, more confident, and less reactive. They cover: Why strong technical performers are often promoted before they are prepared to lead The difference between managing tasks and leading people Why self-awareness is the starting point for better communication and accountability How one-on-ones can build connection instead of feeling like another corporate process Why emotional literacy matters in a practical, relationship-driven industry How leaders can become less reactive and more curious Why denying the human side of leadership keeps teams stuck For HVAC executives, contractors, distributors, and marketers, this conversation brings leadership back to what truly drives retention: people who feel connected, coached, and supported by the leaders in front of them. More on Elise Radawitz:https://www.linkedin.com/in/eliseradawitz/https://velocity-leader.com/The Miracle Morning by Hal Elrod - https://a.co/d/0cB9uk2V