You know AI matters. You know your team needs a strategy. But when you look at your operation and ask "where do we actually start?"—you hit a wall.

ABOUT OUR GUEST

Colleen Keyworth is VP of Sales and Marketing at Online Access, a Michigan-based HVAC web solutions company. She's built AI into real HVAC operations from both the manufacturing and contractor side, giving her unique insight into what actually works versus what drains resources.

WHAT WE DISCUSS

• The AI framework HVAC executives need first: Identify where time is wasted before you buy any tool. AI replaces wasted time, not people.
• Internal agentic AI that scales your operation: How to build company-specific AI agents that let employees find answers instantly instead of creating management bottlenecks.
• The critical difference between chat tools and agentic AI: Chat (ChatGPT, Claude, Gemini) is a starting point. Agentic AI connects third-party systems to automate entire workflows.
• Why AI-generated marketing content tanks your campaigns: Contractors using synthetic content consistently underperform. Your competitors will learn this the hard way.
• Operationalizing AI through EOS frameworks: Use the Delegate & Elevate exercise to identify which tasks can be automated versus which still need human execution.

Essential listening for VPs of Sales and Marketing at HVAC manufacturers, reps, and distributor organizations who need to justify AI investments and prove ROI.

Email: [email protected]LinkedIn: Search "Colleen Keyworth"Company: Online Access (online-access.com)

Tools mentioned: Wispr Flow, Claude, ChatGPT, Google Gemini, Zapier, EOS Framework

What actually moved the needle in HVAC this year?

In this “Best of” episode, Ashlei Rolloff brings together five of the sharpest conversations from 2025, conversations that challenge how we lead, grow, and market in this industry.

You’ll hear from:

• Greg Crumpton on retention, field leadership, and why presence still matters

• Craig Bunker on how private equity evaluates people, process, and culture and what HVAC businesses can do now to build long-term value

• Christyn Mueller on generational shifts in workplace communication and how leaders can close the gap

• Tony Mormino on practical HVAC social media strategy, by channel, audience, and time constraint

• Zac Engler on AI leadership, shadow tools, and how to support not replace your team
  

This isn’t just a recap. It’s a pulse check. A look at what’s really changing in HVAC and how the best leaders are responding.

Full Episode Links:

• Greg Crumpton - https://open.spotify.com/episode/3c1ZSGu6LDtVXUbMpcPtuo?si=TXKcCe4SRMi539zEn37jmg

• Tonka Bay - Craig Bunker - https://open.spotify.com/episode/7Fy2v0oi02zyyCOQHlm3PT?si=ZG8kuuT2S3OERmRoy5UU_A

• Johnson Controls -Christyn Mueller - https://open.spotify.com/episode/5tyauPOkfyqbqQcBdjIqh0?si=iyDAc2w_Q0WWfv-QY382vQ

• Tony Mormino - https://open.spotify.com/episode/3YKtgtQaoHTrH7GMCBaIfS?si=3JKu63KSSVKPn4XyMxMaPw

• Bodhi Ai - Zac Engler - https://open.spotify.com/episode/0NpNsKovQ09vZ4aljpMgaF?si=Fwd_Hd2OSJCpR3Jwck5ufw
  

Quote to Remember:"You do not scale a business by scaling people alone. You scale it by building clarity, culture, and systems that outlive the org chart." — Craig Bunker

You can’t sell tribal knowledge—but you can document it.

In this episode, Ashlei Rolloff sits down with James Hatfield, CRO of Live Switch and a trades veteran turned tech founder, to talk about the real operational edge HVAC firms need to scale—or sell.

They discuss:

• A $750K virtual sales win with no truck rolls

• How AI can turn a field video into a documented SOP or a ready-to-send contract

• What private equity firms are really buying—and why it’s not just clean books

• Why resistance to digital tools is often about trust, not tech

  
  

If you’re a contractor, owner, or operator trying to grow sustainably, this episode gives you tactical, real-world insights.

Quote to Remember: "The most powerful tool you have is in your pocket—it’s your phone. The question is: are you using it to grow your business or just run it?" – James Hatfield

Referenced Links:

• James Hatfield: https://www.linkedin.com/in/james-hatfield/

• Book: Making Money is Killing Your Business by Chuck Blakeman - https://a.co/d/0Ffg5uT

• Free trial: https://liveswitch.com
• Follow Ashlei on LinkedIn: https://www.linkedin.com/in/ashleirolloff/
  

Selling your HVAC business isn’t the end—it’s the beginning of a far more personal, often more complex, financial chapter. And if you're not planning ahead, you're likely leaving money (and legacy) on the table.

In this final episode of our three part M & A series, Ashlei Rolloff sits down with Brian Adamek, certified financial planner and founder of E Wealth Partners, to map the three phases of smart exit planning: pre-sale, transaction year, and post-sale wealth strategy.

They cover:

• The difference between cleaning up your books and actually planning for a sale

• Why reinvesting in marketing and operations can drive your valuation higher

• What business owners need to do the year before the sale to reduce their tax burden

• Why your spouse, not your CPA, should be the first person you talk to

• How to build your “exit bench” of trusted advisors to avoid missteps after the deal closes
  

Whether you're a founder with an exit in sight or a marketer supporting executives through this transition, this episode offers both strategy and sanity.

Referenced Links:

E Wealth Partners: https://www.ewealthpartners.com/

Brian’s Podcast: https://youtube.com/@e-wealthpartners

MN Paid Leave Webinar: https://youtu.be/qC2eRQHv2SY?si=90QOfjLWhcLQKbim

Part 1 - https://open.spotify.com/episode/7Fy2v0oi02zyyCOQHlm3PT?si=ZG8kuuT2S3OERmRoy5UU_A

Part 2 - https://open.spotify.com/episode/1ApkRxuqHgvtrAHyOLwarg?si=9K3FpCT5SCmsPqsZhuq11g

Quote to Remember: “Most founders think exit planning is about valuation. It’s not. It’s about protecting what comes next.”

This is Part 2 of our 3-part series The Exit Blueprint: M&A Strategy for HVAC Leaders.

You think your business is sale-ready because the P&L looks clean? Think again.

In this episode, Ashlei Rolloff sits down with Mary Ellen Reihsen, Partner at Hellmuth & Johnson, to reveal the legal traps that kill HVAC M&A deals during due diligence—and the people-first legal strategies that actually protect your valuation.

They discuss:

• Why employment shortcuts resurface (and cost millions) during M&A due diligence
• What “instant unemployment” means when your company sells—and how to structure retention
• The real math behind turnover vs. retention during private equity deals
• How to legally protect institutional knowledge ("The Bob Problem")
• What goes in a well-drafted employment agreement in today’s post non-compete world

Mary Ellen brings both legal insight and grounded perspective to the process—and breaks down exactly how HVAC business owners can prepare for a clean, confident exit.

Referenced Links:

Mary Ellen Reihsen – Hellmuth & Johnson

Email Mary Ellen Reihsen: [email protected]

Women in HVACR: https://www.womeninhvacr.org

Quote to Remember: "

Everybody is unemployed for that instant. It feels jarring, but it’s a legal reset—and you have to prepare for it."

– Mary Ellen Reihsen

This is Part 1 of our 3-part series The Exit Blueprint: M&A Strategy for HVAC Leaders.

In this opening conversation, Ashlei Rolloff talks with Craig Bunker, Director of Business Development at Tonka Bay Equity Partners, about what private equity firms are really looking for when evaluating HVAC businesses. This episode is built for owners preparing for succession, growth partnerships, or a potential exit in the next 2 to 10 years.

They cover:

• How founder dependency can limit your business valuation

• Why people and processes matter more than just financials

• The three strategic investments HVAC owners should prioritize

• What PE firms look for in team structure and culture

• How early preparation can create better outcomes
  

Next up in Part 2: The Legal Landmines That Can Kill A Deal Before The Numbers Even Matter

Referenced Links:

• Tonka Bay Equity Partners

• Connect with Craig
  

Quote to Remember:"We're in the human capital business. If we get the culture wrong, we lose the business." — Craig Bunker

What really causes team misalignment in HVAC?

Ashlei Rolloff sits down with Peter Ockuly and Dr. Randy Smasal of LiftTeams.com to reveal a smarter way to look at burnout and underperformance. The problem is not effort. It is workflow.

They introduce the Working Genius framework, which shows how work flows through six stages—and why skipping steps leads to misfires, fatigue, and disconnect.

In this episode:

• Why your best performers may be stuck in the wrong zone
• How team maps reveal invisible gaps
• What your meeting structure says about your leadership
• How to shift from blame to clarity
• Why your system, not your strategy, might be the problem

This is for leaders building resilient teams and smarter execution systems.

Referenced Links:

Death by Meeting, Patrick Lencioni - https://a.co/d/dNTKIVe

Atomic Habits, James Clear  - https://a.co/d/5Sd8r3a

Lift Teams - https://liftteams.com/the-working-genius-gpthttps://liftteams.com/

Quote to Remember: “We don’t rise to the level of our goals. We fall to the level of our systems.” – Dr. Randy Smasal

How do you lead when four generations are working side by side—and each expects something different from leadership? 

In this episode of HVAC Marketing Leaders, Ashlei Rolloff talks with Christyn Mueller, Associate Director of Global Learning & Development at Johnson Controls, about what Millennials and Gen Z are demanding from work—and how HVAC leaders can adapt without losing productivity. 

They cover: 

• Why communication breaks down across generations and how to fix it. 

• What younger talent values most from employers—and why salary isn’t at the top. 

• Real examples of HVAC companies reshaping culture to retain the next generation. 

• Why work-life integration, not balance, is reshaping leadership expectations. 

This conversation is a playbook for executives and marketing leaders who want to attract talent, retain teams, and lead with authenticity in today’s workforce. 

Referenced Links: 

Quote to Remember: 
"Authenticity in the workplace means bringing your whole self to work—and giving others the grace to do the same." – Christyn Mueller 

What if protecting your energy isn’t self-care—it’s strategy?

Ashlei Rolloff sits down with Chris Atwell—leadership coach and former manufacturing exec—to break down the real business impact of energy, clarity, and momentum for HVAC leaders. If you’re moving fast but feeling stuck, this episode reframes your leadership through a performance lens.

They cover:

• The three pillars of executive success: Energy, Clarity, and Momentum

• How one time audit helped a client 10X her strategic output

• The cultural and financial cost of showing up depleted

• Why morning routines aren’t indulgent—they’re operational

Whether you’re chasing growth or trying to regain control of your time, this episode will shift how you lead from the inside out.

Referenced Tools & Resources:

• Delegate and Elevate Tool (EOS)

• Working Genius Assessment

• Connect with Chris Atwell on LinkedIn

• Visit Chris Atwell’s Coaching Site

Quote to Remember:
"When leaders protect their energy, they protect the performance of the entire business." – Chris Atwell

What happens when clicks no longer prove your marketing ROI? In this episode, Ashlei Rolloff sits down with Nick LeRoy—independent SEO consultant, founder of SEOjobs.com, and author of SEO for Lunch—to discuss how AI and search are rewriting the rules of digital marketing.

They cover:

• Why traditional SEO metrics are losing relevance in the AI era

• How technical SEO and brand sentiment determine whether your company gets found

• The rising importance of PR in shaping AI-driven visibility

• Smart guardrails for CEOs and marketers evaluating SEO and AI partners

For HVAC business owners and marketers, this conversation is more than an SEO update—it’s a strategic roadmap for where to invest your marketing dollars in 2025.

Referenced Links:

• Nick’s Consulting: [nickleroy.com]

• SEO Jobs: [seojobs.com]

• Nick’s Newsletter: [SEOforLunch.com]

Quote to Remember:
“Brand sentiment is the new SEO signal. If your customers don’t trust you, no amount of keywords or backlinks will save you.” – Nick LeRoy