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.
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.
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.
Admin
Daniel Miller
Admin, HVAC IS LIFE
Daniel helps keep HVAC IS LIFE running day-to-day — moderating discussions, welcoming new members, and making sure the community stays focused on the trade.
A working tech himself, he brings real field perspective to every conversation and helps protect the standard the group was built on.
Moderator
Michael James Plezia
Moderator, HVAC IS LIFE
Michael helps moderate the HVAC IS LIFE community, keeping conversations on track and making sure every member is treated with the respect the trade deserves.
With years in the field, he brings hands-on knowledge and a steady hand to the group — stepping in where it counts and lifting up the pros around him.