Ken Goodrich Interviews Current Goettl CEO Jake Gress at RYNOx

📅 March 17, 2026 ⏱️ 35:12 🎤 Chris, Ken Goodrich, Jake Gress

Chapters

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0:36

Goettl's Rich History

Ken Goodrich introduces Jake Gress, the current CEO, and shares the 89-year history of Goettl, including its role in making Phoenix habitable and its past as the largest HVAC contractor in the country.
3:38

Goettl Days from Bankruptcy

Ken recounts purchasing Goettl in 2013, days away from bankruptcy, for half a million dollars, driven by his lifelong connection to the brand.
6:37

Jake Gress's Background

Jake Gress shares his background in consumer products, drywall manufacturing, and distribution, highlighting the parallels and complexities of these industries with home services.
8:22

Hitting the Wall in 2023

Ken and Jake discuss the challenges faced in early 2023, including supply chain issues, increased competition, and the poaching of employees, all contributing to a difficult operating environment.
13:40

Fortifying the Foundation

Jake explains his initial 90-day observation period, focusing on identifying strengths and blind spots, particularly in operations and using ServiceTitan more effectively to gain consistent data.
17:10

Data Lake and On-Time Service

Jake details the implementation of a data lake to track metrics like 'on-time' service, aiming to improve customer experience and overall efficiency by starting the day earlier.
20:46

Lowering Prices, Increasing Profit

Ken expresses his initial skepticism when Jake proposed lowering prices, but Jake's refinement of the price book and system efficiencies led to increased gross profit margins and dollars.
25:33

Selling the Baby

Ken reflects on the psychological challenges of selling a business that becomes part of one's identity, having gone through the 'five stages of grief' with each of his six business exits.
34:45

Fundamentals of Business

Jake discusses how his career experiences in 'broke businesses' taught him the fundamental building blocks of business, such as data management and price book optimization, which he applied to Goettl.
48:44

Refining Company Culture

Jake describes refining Goettl's culture from 'brute force' to a more people-centric approach, focusing on employee engagement, talent development, and servant leadership to become the best place to work.
51:44

Future of the Industry

Jake predicts continued industry consolidation and speculates on how AI might lower barriers to entry for smaller businesses, allowing them to scale, while emphasizing the importance of customer focus.
56:33

Growth Plan and Expansion

Jake outlines Goettl's growth strategy, focusing on expanding within the Southwest and into colder markets like Utah and Colorado to manage seasonality and diversify their business.

Speakers

Chris

Host

Ken Goodrich

Former CEO of Goettl

Jake Gress

Current CEO of Goettl

Key Takeaways

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Focus on fortifying your business's foundation: Prioritize establishing consistent processes, reliable data collection, and robust operational systems before chasing aggressive growth.

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Leverage technology for data insights: Implement tools like ServiceTitan and data lakes to gain granular insights into operations, identify leaks, and track key performance indicators that might not be immediately obvious.

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Optimize your price book: A well-structured and regularly reviewed price book is critical for profitability; sometimes, strategic price adjustments combined with efficiency improvements can lead to higher gross profit margins and dollars.

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Prioritize employee engagement and culture: Shift from a 'brute force' approach to a people-centric culture, measuring engagement and investing in talent development, training, and a supportive environment to retain and grow your team.

✦

Embrace continuous learning and curiosity: Even with extensive experience, maintain an open mind and stay curious about new technologies and industry trends, as the home services landscape is constantly evolving.

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Design for freedom within a framework: Establish clear, consistent frameworks for operations and processes, but also allow your team the freedom to make decisions and act entrepreneurially, empowering individuals to contribute to growth.

✦

Understand your market's unique dynamics: Recognize that unlike some industries with predictable recurring revenue, home services often start with a 'zero board' each day, requiring dynamic strategies to secure new jobs and manage daily operations.

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