The solar industry has never been simple, and few leaders understand its full arc better than Marty Rogers.
In this episode of Green Giants: Titans of Renewable Energy, Wes Ashworth sits down with Marty Rogers, General Manager for North America at SolarEdge, for a wide-ranging conversation on leadership, global perspective, and what a healthy solar industry actually looks like over the next decade.
Marty’s career spans more than three decades across electrical distribution, global manufacturing, service organizations, and renewable energy leadership. From building businesses in the U.S. to leading teams across Asia and Europe, his experience gives him a rare operator’s lens on how solar has evolved, where it struggles, and why its long-term fundamentals remain strong.
The conversation begins with Marty’s unconventional career path and the formative leadership lessons he learned early, including the importance of patience, cultural awareness, and empowering teams rather than micromanaging them. He explains how global experience reshaped his approach to leadership and why strong middle management is often the true engine behind execution and growth.
From there, the discussion moves into the realities of the “solar coaster.” Marty breaks down why the industry’s ups and downs often feel dramatic in the moment, yet consistently trend upward over time. He shares why policy changes, incentives, and political noise rarely alter the long-term trajectory, and how smart operators adapt rather than panic.
A major theme of the episode is the shift from viewing solar as a transactional product to understanding it as a 20–30 year partnership. Marty explains why long-term service, support, and customer trust are essential to sustaining the industry and how that mindset influences everything from product design to organizational structure.
The episode also dives deep into today’s biggest growth areas, including commercial rooftop solar, energy storage, and virtual power plants. Marty outlines why commercial rooftops remain one of the most underutilized assets in the country, how storage has moved rapidly from optional to essential, and why VPPs are becoming a critical tool for grid stability and cost control.
Listeners will also hear an inside look at SolarEdge’s U.S.-based manufacturing strategy, including inverter and battery production across multiple states and the significance of exporting solar technology from the United States. Marty explains how shorter supply chains, domestic manufacturing, and product simplicity are reshaping reliability, scalability, and installer experience.
The conversation closes with a forward-looking view of the industry. Marty shares why solar’s fundamentals remain strong, why demand for energy is only accelerating, and why the industry’s future continues to move “up and to the right.”
What You’ll Learn in This Episode:
- How global leadership experience shapes better solar organizations
- Why solar’s long-term growth remains intact despite policy swings
- The importance of treating solar as a decades-long partnership
- Why commercial rooftops and storage represent massive untapped opportunity
- How virtual power plants are quietly becoming essential grid infrastructure
- What responsible scaling and U.S.-based manufacturing really mean for solar’s future
Links:
Marty Rogers on LinkedIn
SolarEdge
Wes Ashworth: https://www.linkedin.com/in/weslgs/
- Email: [email protected]
- https://leegroupsearch.com/green-giants-podcast/
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