HVAC Leaders

Ashlei Rolloff
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You've built something real. But when you add people and revenue, your systems break and you get pulled back in. Scaling means your systems evolve—both how you operate and who you are as a leader. This is conscious leadership. How you show up—your awareness, your decision patterns, your energy—directly impacts your commercial performance. Your reps perform consistently. Your forecast holds. Your team stays because they understand what matters. When your systems evolve, something shifts. You have an engaged team aligned to your values. A business with 10x impact.

  1. Aug 31

    24. The Relationship Doesn't Open the Deal Anymore: Curran Ethridge on Digital-First HVAC Buying

    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 repAn aging workforce is retiring with decades of institutional knowledge, right as buyers get more sophisticatedGartner data: 67 percent of B2B buyers do not want to deal with a rep, and the average buyer checks out six competitors before making contactEvery digital touchpoint has to answer three questions: will it work, will you support it, and why should I care, in one sentenceIf you can not differentiate on the product, you differentiate on the brand, starting with listening to customers relentlesslyCurran's "stranger test": hand a stranger five competitors' website copy side by side. Most companies find out they sound identicalFor 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: curran@circuitrymedia.com - Gartner study on B2B buyer behavior (67 percent stat)

  2. Aug 17

    23. Building What Lasts: Matt Russell on Leadership, Culture, and the Future of HVAC

    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 PresidentHow a thoughtful succession plan can prepare afuture leader before the title changesWhy leadership development is never finishedHow presence and self-awareness affect the wayleaders serve their teamsWhy trust must be built before difficultfeedback can be heardHow strong recruiting processes protect cultureand improve long-term retentionWhy customer value begins with understanding theproblem before presenting the solutionHow EOS helps the leadership team connect itslong-term vision to annual and 90-day prioritiesWhy a weekly review can help leaders protectimportant work from daily noiseWhat 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.

    23. Building What Lasts: Matt Russell on Leadership, Culture, and the Future of HVAC

  3. Jul 27

    22. Leading Beyond Yourself Rick Sutkiewicz on Scaling Leaders

    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.

    22. Leading Beyond Yourself Rick Sutkiewicz on Scaling Leaders

  4. Jul 13

    21. BUILDING MORE THAN A BUSINESS Jim Newman on Relationships, Resilience, and Lasting Leadership

    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 businessHow ThermalNetics differentiated itself by selling service, not just equipmentWhy leaders should spend more time listening than talkingWhat resilience really looks like in business and in lifeWhy failure can become one of your greatest teachersHow mentoring the next generation strengthens the future of the HVAC industryWhy 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.

    21. BUILDING MORE THAN A BUSINESS Jim Newman on Relationships, Resilience, and Lasting Leadership

  5. Jun 29

    20. The Inner Game of HVAC Leadership: Elise Radawitz on Mindset Shifts That Build Cultures People Want to Stay In

    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 leadThe difference between managing tasks and leading peopleWhy self-awareness is the starting point for better communication and accountabilityHow one-on-ones can build connection instead of feeling like another corporate processWhy emotional literacy matters in a practical, relationship-driven industryHow leaders can become less reactive and more curiousWhy denying the human side of leadership keeps teams stuckFor 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

  6. Jun 1

    19. Institutional Knowledge Has an Expiration Date: Ben Bomar on Protecting HVAC Growth

    What happens when your company’s most valuable knowledge walks out the door? In this episode of HVAC Leaders, Ashlei Rolloff sits down with Ben Bomar of Lithius to unpack one of the biggest operational risks facing HVAC and field service companies today: losing institutional knowledge faster than it can be transferred. As companies scale, sales growth often outpaces operational readiness. Ben shares how HVAC leaders can identify the warning signs before customer experience, profitability, and team confidence begin to suffer. They discuss: Why operational infrastructure breaks before leadership realizes it The “many-to-few” problem hiding inside service businesses How vacations, retirements, and light duty assignments expose process gaps Why customer complaints and repeat trips are often training problems in disguise The difference between knowing, doing, and being when capturing institutional knowledge Why documenting everything is not the same as preserving wisdom How HVAC companies can create scalable knowledge transfer systems without overwhelming the team Practical first steps leaders can take immediately Ben also shares why institutional knowledge should be treated like any other critical business asset and why waiting until retirement is often too late. For HVAC leaders navigating growth, workforce shifts, succession planning, or operational scaling, this conversation offers a practical roadmap for protecting what makes your company valuable. More on Ben Bomar:https://www.linkedin.com/in/benbomar/ https://www.lithyus.com/

  7. May 18

    18. AI Won’t Replace Leaders. Passive Leaders Will Fall Behind: Panel Discussion with Ashlei Rolloff, Chris Morbitzer, Rosalynn Verges, and Zac Engler on Intentional AI Adoption

    AI adoption is not a technology problem. It is a leadership decision.  In this episode of HVAC Leaders, Ashlei Rolloff sits down with Zac Engler, Chris Morbitzer, and Rosalynn Verges for an honest conversation about what AI adoption actually looks like inside growing businesses.  This is not another conversation about shiny tools or fear-driven headlines. It is a practical discussion about leadership, operations, culture, and the real maturity ladder companies must climb if they want AI to create measurable business value.  Ashlei and the panel unpack why some companies scale faster with AI while others stall after rollout, how executives should think about adoption, and why the future belongs to leaders willing to rethink work itself.  Key insights from the episode:  Why most companies suffer from “AI shiny object syndrome”  The AI maturity ladder and how businesses move from experimentation to real operational integration  Why AI adoption fails when leaders delegate the strategy  How fear and identity impact team adoption more than the tools themselves  What successful AI rollouts actually look like inside organizations  How to measure ROI from AI investments before scaling  Why AI should remove repetitive work, not human connection  The leadership responsibility behind creating healthier, more sustainable workplaces   Memorable takeaway:  “Leaders, you own that choice.” — Rosalynn Verges  If you are an HVAC executive, marketer, or business owner trying to separate AI hype from real operational strategy, this conversation gives you a grounded framework for moving forward with clarity.  More on Rosalynn: https://www.linkedin.com/in/rosalynnverges/ More on Zac: https://www.linkedin.com/in/zacengler/ More on Chris: https://www.linkedin.com/in/chrismorbitzer/

  8. Mar 23

    17. Stop Being the Bottleneck: Lori Bruhns on Coaching Your Team to Think

    What if the answers that built your HVAC business are now slowing your team down?  In this episode of HVAC Leaders, host Ashlei Rolloff sits down with executive coach Lori Bruhns to discuss a leadership shift that many technical leaders struggle with: moving from telling people the answers to coaching them to think.  After nearly two decades coaching engineers, executives, and technical leaders, Lori has seen the same pattern repeatedly. Leaders succeed because they know the answers. But eventually, that strength turns them into the bottleneck.  Instead of building a team that solves problems, they unintentionally build a team that waits.  Lori explains how a coaching mindset changes that dynamic and creates teams that think, solve, and grow on their own.  Key insights from this episode:  Why the same expertise that built your company can limit your growth The leadership shift from telling to asking How curious questions reveal gaps in thinking and training The difference between closed questions (facts) and curious questions (insight) How the language shift from problem to puzzle changes how teams approach challenges Why technicians and operators often need 90–180 days to truly absorb new knowledge  The four learning styles leaders should understand to train teams more effectively  Referenced Links: Grab Lori’s coaching guide: https://loribruhns.com/guide/hvac-coaching-guideMore on Lori: https://loribruhns.comConnect with Lori: https://www.linkedin.com/in/loribruhns/

    17. Stop Being the Bottleneck: Lori Bruhns on Coaching Your Team to Think
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You've built something real. But when you add people and revenue, your systems break and you get pulled back in. Scaling means your systems evolve—both how you operate and who you are as a leader. This is conscious leadership. How you show up—your awareness, your decision patterns, your energy—directly impacts your commercial performance. Your reps perform consistently. Your forecast holds. Your team stays because they understand what matters. When your systems evolve, something shifts. You have an engaged team aligned to your values. A business with 10x impact.

Information

  • Creator
    Ashlei Rolloff
  • Years Active
    2024 - 2026
  • Episodes
    25
  • Rating
    Explicit
  • Copyright
    © Ashlei Rolloff
  • Show Website
    HVAC Leaders