The Standard

Built on respect.
Driven by growth.

Founded by Willie Ward, HVAC IS LIFE started with a simple mission: create a sanctuary for true professionals to learn, share, and grow without the noise of typical social media.

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Zero Tolerance

No bullying, no spam, no influencer nonsense. We protect the integrity of the trade.

Real Pros Only

A vetted community of installers, service techs, business owners, and educators.

Trade First

Every decision we make is filtered through one question: does this serve the trade?

Founder

Willie Ward

Founder, HVAC IS LIFE · Owner, Goat Heating and Cooling

Willie is a true tradesman - a tech, a teacher, and a business owner who built his name the only way that counts: by doing the work. Wrenches in hand, problems solved, customers served, day in and day out.

As the owner of Goat Heating and Cooling, he runs a company built on the same standard he holds the community to - show up, do it right, and treat people like people. No shortcuts, no fluff, no nonsense.

He founded HVAC IS LIFE because the trade deserved a serious place to talk shop - free of bullying, spam, and influencer noise. Today it's the gold standard for HVAC professionals who actually want to get better at their craft.

Alongside Mark Cantrell, Willie hosts twice-monthly live Q&As, mentors up-and-coming techs, and curates a community where pros help each other win. When Willie speaks, the trade listens - because he's earned every word.

Watch the Latest Q&A Willie's Profile

Founder

Willie Ward

HVAC IS LIFE

Co-Host & Admin

Mark Cantrell

Owner, Upward Bound Media · Admin, HVAC IS LIFE

Fifteen years in the trade. Mark came up turning wrenches on residential and light commercial HVAC systems - service, install, and everything in between - so when he talks shop, it's from the truck, not the textbook.

He's also the owner of Upward Bound Media, a marketing agency built specifically for HVAC contractors. Websites, lead generation, branding, video, and content strategy - all dialed in for the way our industry actually buys and hires.

That mix is rare: a tech who learned marketing, and a marketer who never left the trade. If you want to grow your HVAC business without getting sold a generic agency pitch, Mark is the one to listen to. He knows the work, he knows the customer, and he knows the business.

As an admin of HVAC IS LIFE and co-host of the Live Q&A alongside Willie, he keeps the community sharp, professional, and focused on what moves the trade forward.

Mark's Profile

The Moderators

The pros keeping the group sharp

Working HVAC professionals who volunteer their time to keep HVAC IS LIFE professional, respectful, and focused on the trade.

Michael James Plezia

Moderator, HVAC IS LIFE

My passion is teaching and helping others grow. I started out pursuing education, discovered a love for hands-on mechanical work through apartment maintenance, and eventually ran my own HVAC and appliance repair business. I later taught HVAC at a local trade school, and today I work in technical support for commercial kitchen equipment. Outside the trade, I host the HVAC Mentors Podcast and YouTube channel, help moderate the HVAC IS LIFE community, and spend my free time gardening, weight training, and traveling with my wife.

Zachary Hansel

Moderator, HVAC IS LIFE

HVAC professional helping lead Polley's Perfect Seasons, a 30+ year family business serving Central Indiana. Husband, dad of three boys, and lifelong student of the trade. Passionate about system design, diagnostics, craftsmanship, and helping the next generation of HVAC professionals grow. Always learning, always willing to share, and proud to be part of the HVAC IS LIFE community.

Trevor Eaton

Moderator, HVAC IS LIFE

I've spent over 10 years in the HVAC industry in roles ranging from bookkeeping and financial management to service, sales, installations, ownership, and business coaching. I enjoy helping contractors better understand both the technical and business sides of HVAC because strong companies are built on great people, solid systems, and a willingness to keep learning. I'm excited to be part of the HVAC IS LIFE team and look forward to helping this community continue to grow by sharing knowledge, encouraging great discussions, and supporting the next generation of HVAC professionals.

Alan Dean

Moderator, HVAC IS LIFE

25+ years in home services, currently a GM at one of the largest HVAC and plumbing companies in the United States. I came up through the trades and still geek out on the technical side — ductwork, static pressure, load calcs — but I'm just as passionate about the people side. I wrote the AD10 Service & Sales Excellence training and spend a lot of time helping techs and managers level up. Here to swap ideas, talk shop, and keep this group a solid place for anyone in the trade.

Andre Luis

Moderator, HVAC IS LIFE

I have been an HVAC residential professional for 8 years, primarily focusing on residential change outs and retrofitting. I bring a younger perspective to the industry — I was trained by older-generation sheet metal fabricators and refrigeration professionals, and I still practice the old sheet metal ways while keeping installation standards a required commitment. I am still in the field doing installations and training younger install techs. I am a husband and father of two beautiful children, and I am proud to be part of this small group of professionals. I am eager to share my knowledge and expertise with all who are eager to learn. And lastly, to anyone interested in our trade: this is truly a lifestyle, and you are always going to be learning — especially with the way times and technology advance — so buckle up and enjoy the journey that is HVAC/R.

The Guests

Pros who've joined the Live Q&A

Owners, technicians, coaches, and educators who've come on the show to share what they've learned from decades in the trade. Every guest here is a real HVAC pro — explore their profile to see the episodes they've been on.