Think Like an Owner

Please enjoy this episode where Alex is featured as a guest on The Garage Door Podcast Lab. Andy Felice and Alex Bridgeman explore what garage door business owners earning over $1 million in revenue are experiencing in today's economy, and how they're responding. Bridgeman, co-founder of Durable Trades, brings a fresh perspective to the consolidation trend in the industry, offering an alternative to traditional private equity that emphasizes long-term ownership and sustainable growth across the Pacific Northwest. They discuss: - Why old-school tactics like farmers markets and canvassing are seeing surprising success - How garage door owners can avoid "selling out of their own wallet" and better understand customer psychology - The value of incremental improvements—five yards at a time—over chasing big, complex projects - Why tune-and-lube offers create long-term customer relationships and neighborhood visibility - How handwritten details on mailers and personal touches during service calls lower a customer's guard This episode offers practical insight for operators navigating inflation, rising competition, and shifting consumer behavior in the home services space. Topics: (00:00:00) - Intro (00:01:33) - Alex's background and founding Durable Trades (00:04:37) - Durable Trades vs traditional private equity (00:07:27) - What garage door owners are seeing in 2026 (00:09:09) - Old-school marketing tactics making a comeback (00:11:26) - Economic externalities and business control (00:16:30) - Finding the right next best step (00:18:24) - Five yards at a time: incremental improvements (00:23:30) - Selling with good, better, best (00:26:38) - Building trust and educating homeowners (00:31:42) - The value of tune-ups and canvassing (00:36:12) - Creative sales competitions and team vision (00:41:00) - Industry maturity and best practices (00:44:56) - Lightning round: robots, tech, and micro projects (00:54:29) - Handwritten mail and human connection (00:58:39) - Closing

Alex Bridgeman and Carrie Kelsch explore the journey of building A Plus Garage Doors from a side venture during the 2008 mortgage crisis into a $55 million multi-location operation. Kelsch shares how she initially opened the business to provide future jobs for her children, then found herself pulled deeper into operations as the housing market collapsed. The conversation traces key inflection points in the company's growth, from discovering she actually owned a business during the Goldman Sachs 10,000 Small Business program to implementing systems that allowed her to delegate and scale. They discuss: - How the 2008 financial crisis forced an unexpected career shift from mortgage brokering to garage door operations - The transition from pen-and-paper scheduling through Google Calendar to implementing ServiceTitan as a foundation for growth - Building intentional company culture through revenue milestone celebrations, walk-up songs, and quarterly bonuses tied to performance - Expanding into new markets while centralizing functions like dispatch and accounting to reduce risk - Using AI to handle customer calls, research new markets, and reduce dependency on operational staff This episode offers practical insight for service business owners navigating growth, culture development, and the challenge of maintaining personality while scaling across multiple locations. Topics: (00:00:00) - Intro (00:00:34) - From mortgage broker to garage doors (00:02:53) - Surviving the 2008 housing crisis (00:04:42) - Goldman Sachs 10K Small Business program (00:06:04) - Learning to delegate and replace yourself (00:07:54) - Building a business for your kids (00:10:51) - Building intentional company culture (00:13:13) - Early culture initiatives and team events (00:15:36) - The quarterly revenue bonus system (00:18:25) - Walk-up songs and bonus day celebrations (00:20:47) - Ideas that didn't work (00:22:38) - Scaling marketing and creative content (00:23:49) - Key milestones in company growth (00:25:58) - From pen and paper to ServiceTitan (00:28:13) - Hiring executive team members (00:30:15) - Technician hiring and training process (00:31:40) - Making new hires feel welcome (00:33:24) - Implementing AI across the business (00:36:22) - Expanding into new markets (00:37:49) - Learning from greenfield expansion mistakes (00:41:00) - Final advice for garage door owners Links: Carrie on LinkedIn - https://www.linkedin.com/in/carrie-kelsch-61699720/?isSelfProfile=false A+ Garage Doors - https://utahgaragedoors.net/

Josh Melton joined his uncle's garage door business in 2008 during the recession with zero interest in garage doors. Eighteen years later, he's president of Easy Lift Door, overseeing three locations across California and Nevada. Alex Bridgeman and Josh Melton explore how the company has evolved from paper scheduling boards thumbtacked to cork walls to modern field service software, and how EasyLift is now building out a residential service arm after decades focused on new construction. They discuss: - Why the "pit crew" warehouse loading model failed and what replaced it - How customer service training differs completely between new construction and residential service calls - The pros and cons of service vans versus pickup trucks for residential garage door work - What In-N-Out's opening playbook teaches about operational efficiency - How AI-driven search is changing how homeowners find garage door companies This episode offers a ground-level view of what it takes to professionalize a second-generation trades business while preparing for third-generation succession on Think Like an Owner. Topics: (00:00:00) - Intro (00:00:53) - Getting into the garage door business (00:02:42) - Joining during the 2008 recession (00:03:50) - Lessons from the recession (00:04:54) - Modernizing operations as president (00:05:04) - From paper tickets to digital systems (00:08:37) - Building a company truck fleet (00:10:44) - Expanding into home service work (00:12:36) - Customer service training challenges (00:14:38) - Learning from In-N-Out's efficiency model (00:20:00) - The failed pit crew experiment (00:26:32) - Service truck design: pickups versus vans (00:28:56) - Building a marketing strategy (00:30:59) - AI and the future of local search (00:32:48) - Growing pains across multiple locations (00:42:07) - Succession planning across generations (00:44:19) - Closing Links: Easy Lift Door - https://www.easyliftdoor.com/ Josh on LinkedIn - https://www.linkedin.com/in/jomelton/

Jason Reid discusses his journey from general manager of a remodeling company to building a multi-company construction portfolio across Oregon. In his mid-forties, Reid stepped back to reassess his career, ultimately deciding to pursue rapid growth through acquisitions rather than organic expansion. Think Like an Owner host Alex Bridgeman and Reid explore how he scaled from purchasing a small commercial fencing business in 2019 to managing 280 employees across a dozen acquired companies within five years. They discuss: - Why commercial fencing offered better scaling potential than residential remodeling - How 60 to 90-day payment terms from contractors created unexpected cash flow challenges in his first acquisition - Learning to identify contract language that left him vulnerable to bad-faith general contractors - Finding untapped talent within acquired companies by simply asking employees what they wanted to do - The habit of tracking how daily activities aligned with long-term goals, which revealed most time was spent on things unrelated to his ambitions Reid's approach combines aggressive acquisition targets with steady operational discipline, shaped by mentors like Dan Peña and a willingness to envision goals far larger than what seemed immediately achievable. Topics: (00:00:00) - Intro (00:01:10) - From masonry to remodeling manager (00:07:01) - What intrigued you about fencing (00:08:36) - Building DreamCon management company (00:10:22) - Memorable projects and learning automation (00:11:53) - Simple changes driving big improvements (00:13:46) - Promoting hidden talent from within (00:15:50) - Learning curve: contract pitfalls (00:21:07) - Embracing obstacles and staying focused (00:23:20) - Keeping balance through big goals (00:27:51) - Becoming a pilot after decades (00:34:22) - Current goals and art foundation vision (00:38:53) - Education reform and other causes Links: Jason on LinkedIn - https://www.linkedin.com/in/jasonreid2020/

Alex Bridgeman and Rob Southern speak with Patrick Lange, a business broker specializing in HVAC, plumbing, and electrical companies. Patrick shares how he transitioned from selling Main Street businesses to focusing exclusively on the trades after buying and running his own heating and air company. He explains why most small trade businesses struggle to sell and what drives value in these service companies. Patrick emphasizes four critical factors: getting out of the van and delegating work, maintaining clean books and records, building recurring revenue through service agreements rather than relying on replacement sales, and avoiding the pitfalls of new construction contracts. They discuss: - Why so many trade business owners have no realistic idea what their company is worth - How buyers evaluate risk when the seller has been the primary technician or salesperson - The problems with earn-outs tied to net income versus gross revenue - Why Patrick meets buyers and sellers face-to-face early in the process instead of keeping them separated - What happens when a seller has been running personal expenses through the business for decades Patrick's approach centers on honest, data-driven valuations and preparing sellers years before they're ready to exit, so they understand what buyers actually pay for and can build toward a realistic number. Topics: (00:00:00) - Intro (00:01:15) - From financial planner to HVAC broker (00:05:28) - Why focus matters in business brokerage (00:07:51) - The four drivers of business value (00:14:52) - Private equity's impact on HVAC deals (00:17:32) - The challenge of selling one-person operations (00:19:39) - Educating sellers on realistic valuations (00:23:48) - Having the price conversation with sellers (00:26:57) - Navigating earn-outs and deal structure (00:32:03) - Managing seller transitions effectively (00:34:36) - How sellers should diligence buyers (00:37:06) - Know your business value now Links: Business Modification Group - https://businessmodificationgroup.com/about-us/patrick-lange/ Patrick on LinkedIn - https://www.linkedin.com/in/patrick-lange-businessbroker/

Alex Bridgeman and David Williams explore the journey of building Advantage Services Group from a single HVAC business in Central Oregon into a multi-state operation targeting $1 billion in revenue. Williams shares how he transitioned from consulting in New York to acquiring his first business at 27 with no prior HVAC experience, and why he moved across the country to pursue an entrepreneurial path in the home services industry. They discuss: - Why going multi-location immediately forced the development of scalable systems and infrastructure - How radical transparency around financials and goals became the primary driver of organic growth - The difference between building one integrated company versus operating as a holding company or roll-up - What sellers actually care about beyond price when choosing an acquirer - How to balance acquisition pace with integration depth in a competitive market This episode offers a detailed look at the operational choices and cultural commitments required to build a consolidation platform in the trades, particularly for listeners interested in search funds, home services businesses, or multi-location service company strategy. Topics: (00:00:00) - Intro (00:00:54) - From consulting to HVAC entrepreneurship (00:04:42) - Finding Central Oregon Heating (00:05:29) - Building toward a billion-dollar vision (00:08:22) - First year in Bend learning the business (00:11:24) - Going multi-location from the start (00:12:42) - Single versus multi-location operations (00:16:39) - Integration strategy across locations (00:23:07) - Organic growth as primary driver (00:25:51) - Goal setting unlocks growth (00:30:33) - Competing for acquisitions as partners (00:34:03) - Moving to Denver and early mistakes (00:37:19) - The path to $350M by 2030 Links: Advantage Services Group - https://advantage-services.com/ David on LinkedIn - https://www.linkedin.com/in/david-williams-31311353/

Alex Bridgeman and Ty Greneaux explore the human side of building and scaling a family business on Think Like an Owner. Ty shares how his late father-in-law Frank transformed not only Acadiana Garage Doors but also Ty's entire approach to leadership and life. What began with an awkward garage door opener installation evolved into a mentorship that shaped Ty's core philosophy: serve others, treat people with respect, and focus on impact over achievement. The conversation moves from personal transformation to practical business strategy, examining how Ty balanced honoring Frank's people-first culture while implementing the systems and processes needed to scale. They discuss: - Why treating people well matters more than operational efficiency alone - How to involve employees in major business transitions without losing trust - The value of hiring character over skills in trainable positions - What business owners can learn from asking candidates one difficult interview question - How serving others consistently creates both loyalty and long-term success This episode offers guidance for service business owners seeking to grow without sacrificing culture or relationships. Topics: (00:00:00) - Intro (00:01:00) - The awkward garage door opener install (00:03:51) - Frank's passing and its profound impact (00:05:54) - Shifting to a servant's heart (00:07:03) - Intentional investment in people's lives (00:08:36) - The awkward golf course business talk (00:11:06) - Leaving corporate for garage doors (00:12:17) - Frank's approach to treating people (00:15:34) - What stayed and what changed (00:16:00) - Building systems to support scaling (00:17:58) - Learning to manage stress differently (00:22:54) - The record sales vacation breakthrough (00:25:11) - Handing over control after acquisition (00:26:35) - Keeping employees motivated and engaged (00:27:54) - Involving the team in major decisions (00:29:42) - Vision for Acadiana's future (00:31:32) - Hiring the person not the skill (00:33:58) - The three interview questions (00:41:05) - Closing wisdom for business owners Links: Ty on LinkedIn - https://www.linkedin.com/in/ty-greneaux-b8a65737/ Acadiana Garage Doors - https://acadianagaragedoors.com/

Alex Bridgeman and Hans Wright explore the transformation of Windsor Door from a struggling regional garage door company into an integrated platform spanning manufacturing, installation, and service. Hans shares how his family acquired the business when it had declined from $250 million to just $7 million in revenue, then rebuilt it by focusing on transparency, vertical integration, and compound value creation. They discuss: - Why transparency with suppliers and customers became a core operating principle during the steel price crisis - How installing a high-speed, fully integrated production line changed manufacturing throughput and quality - Building a service and replacement business using decades of install data to engage homeowners prescriptively - The strategic decision to remain a niche manufacturer focused on the home builder market rather than becoming a full-line producer - Creating a product registration platform that turns new construction installations into long-term service relationships This episode offers insight into building enduring competitive advantages in traditional industries through thoughtful platform design and operational discipline. Hans and Alex discuss these topics on Think Like an Owner, a podcast focused on acquiring and growing small businesses ambitiously. Topics: (00:00:00) - Intro (00:01:26) - Joining the family garage door business (00:09:47) - Learning manufacturing the hard way (00:11:28) - Windsor Door acquisition and reset (00:14:16) - COVID disruption as opportunity (00:16:03) - Working capital crisis and transparency (00:20:07) - Building the high-speed production line (00:21:08) - Tour of the new manufacturing line (00:22:31) - Dealer acquisitions and Windsor America startup (00:28:17) - Building a compounding platform (00:30:51) - Leveraging install data for service (00:35:53) - Excited for service and replacement scaling Links: Hans on LinkedIn - https://www.linkedin.com/in/hans-wright-a35161a/ Windsor America - https://windsoramerica.com/

Alex Bridgeman and Brian Johnson explore the operations and customer experience challenges of running a garage door company. Johnson, who transitioned from 20 years in commercial lending to acquiring Pioneer Overhead Door in 2023, discusses the realities of buying a business with minimal office infrastructure and no prior industry experience. They discuss: - Building a training facility to ensure technicians learn away from customer homes - Shifting revenue mix from 85% commercial work to 60%, with service growth driving margins - Transforming the sales process from a 15-minute spring replacement to an hour-long educational experience that includes a 29-point inspection - Using recorded service calls and show-and-tell tactics to demonstrate value rather than compete on price alone - Testing AI phone answering systems and determining when human interaction still outperforms automation This episode offers practical insight for anyone operating or considering acquiring a home service business, particularly around balancing commercial projects with residential service work and redefining how value gets communicated to customers. Topics: (00:00:00) - Intro (00:00:55) - Building the training facility (00:03:09) - Shaping the customer experience (00:05:49) - Lessons from home service industries (00:07:51) - The technician as educator (00:09:38) - Background in finance and search (00:12:56) - Underwriting the deal and due diligence (00:14:58) - Day one challenges (00:17:33) - Shifting from commercial to residential service (00:18:54) - Working capital crunch in commercial installs (00:24:13) - Price versus value in service calls (00:31:02) - Preventative maintenance in commercial (00:38:36) - Refining the sales process (00:56:50) - Customer service and AI experiments (01:01:21) - Looking ahead to growth and culture Links: Brian on LinkedIn - https://www.linkedin.com/in/brian-johnson-a435914/ Pioneer Overhead Door - https://www.pioneeroverhead.com/

Matt Weber, a second-generation garage door business owner, joins Alex Bridgeman on Think Like an Owner to share his journey from working in his family's construction supply company at age ten to eventually acquiring and expanding Alpha Garage Doors across Montana. After nearly a decade away exploring different paths, including pursuing a history education degree, Matt returned to the family business in 2010 and has since grown it into a multi-location operation serving Billings, Butte, and Missoula. They discuss: - How rapid expansion without proper systems exposed foundational gaps that required rebuilding - Why effective delegation means staying out of operational details and trusting your team to execute - The process of developing authentic core values that work both as family principles and business culture - How assuming everything is about you as an owner damages relationships and undermines leadership - Why having a spouse involved in the business provides essential outside perspective and support This episode offers practical lessons for anyone leading a family business or managing fast growth while learning that sustainable success depends on building strong systems and remembering it's not all about the owner. Topics: (00:00:00) - Intro (00:00:54) - Growing up in the garage door business (00:02:52) - Leaving Montana and returning home (00:05:40) - Coming back to work in the family company (00:09:44) - Communication breakdowns with parents (00:11:12) - Leadership lessons: it's not about me (00:14:48) - Getting buy-in from the team (00:17:17) - Heroes and historical influences (00:18:06) - Core values rollout at Alpha (00:25:10) - Team reception and proving it (00:28:52) - Delegating operations to Jonathan (00:33:18) - Making it less lonely at the top (00:35:15) - Vision for regional expansion Links: Matt on LinkedIn - https://www.linkedin.com/in/matt-weber-229518a2/ Alpha Overhead Door - https://alphaoverhead.com/