Reclaiming Residential: Strategies for Growth, Stability, and Market Share

Wednesday, February 18 | 9:15 a.m. – 10:15 a.m. 

This session will explore how locals and contractors are successfully expanding into the residential market and building long-term, steady core work. We’ll highlight the importance of licensing and service certifications in improving market share and credibility, as well as the unique opportunities presented by emerging technologies where union-trained workers can set a new standard for installation and performance.  Whether you’re looking to establish a foothold or grow an existing presence, this session will offer proven strategies to strengthen your competitive edge and unlock new, sustainable market opportunities. 

Speakers:

Paul Heimann
Welsch Heating and Cooling Co.

Paul has been with Welsch for over 40 years, playing a key role in the company’s evolution from a tract home heating and cooling business to a diversified leader in HVAC services. With his assistance, Welsch expanded its offerings to include service, maintenance plans, and retrofit projects, while continuing to grow its customer base through tract and custom home installations.

Paul’s industry leadership extends beyond Welsch—he serves on the SMACNA Residential Steering Committee and has contributed nationally as a member of the SMACNA Board of Directors.

Ray Reasons
SMART Local Union 36

Ray Reasons started his career with Local 36 in 1994 and served a 10,000 apprenticeship. He is currently a 32-year member in good standing.

Ray has held various elected positions since 2003 including a 9 year term as Recording Secretary. He was elected to Business Representative in 2015 and President/Business Manager in 2018, and currently sits as the 6th General Vice President to the General Executive Council.

Matthew Smith
Smith Heating–Air, Inc.

Matthew W. Smith is the President of Smith Heating & Air Conditioning, Inc.

Smith Heating & Air Conditioning, Inc. is a closely held family corporation that has celebrated more than 50 years serving our local communities. Smith Heating & Air Conditioning, Inc. is a full service HVAC and Sheet Metal contractor in both commercial and residential applications. The company also has a service division that provides maintenance, repairs, and replacements of HVAC and refrigeration systems.

Matthew has been actively involved with SMACNA and the Local Union for many years. He has served at the local, state, and national level for the following:

  • President of the Northern San Joaquin Valley Chapter of SMACNA.
  • President and Board of Directors for the state association – Cal SMACNA.
  • Management trustee of the Northern California Sheet Metal Training Center.
  • Management trustee of the Sheet Metal Workers Local 104 Benefit Funds including Pension and Health Care.
  • Management trustee for the SMACNA /
  • SMART Local 104 Labor – Management
  • Committee and Fund.
  • National SMACNA Board of Directors and numerous committees in support of our industry. This includes the Best Practices / Market Expansion Task Force that plans and organizes the Partners in Progress programs and conference.

Matt Gugala
SMART Local Union 265

Matt Gugala is the President/Business Manager of SMART Local 265. Matt has been in the sheet metal trade since 1995 and was accepted to the apprentice program in September of 2002. Through a well-rounded background, Matt has worked on various projects from residential sheet metal to custom fabrication, commercial/industrial service, and Test and Balance. He was the local 265 TABB night instructor, among his various certifications, attained the NEBB CP, and was a subject matter expert in developing the ITI’s TABB Supervisor test.

Matt’s desire to ensure working people are treated with dignity in the workplace drove him to apply for the organizingposition in 2016. Matt was elected in 2022 as the Financial Secretary Treasure/Business Representative, and elected to President/Business Manager in June of 2024.

Alex Tiechner
Local 104 Northern California Training Center

Alex B. Tiechner has worked in the sheet metal industry since 2002 when he attended Universal Technical Institute earning an associate of Occupational Studies Degree. From 2003 to 2007, Alex was employed as a commercial Service Technician at a Rocklin, CA based HVAC company.

In 2007, Alex joined the Sheet Metal Workers’ Apprenticeship program and has worked in several aspects of our trade. He worked his way up from a sheet metal apprentice running materials to a sheet metal foreperson responsible for a crew. He continued his education with Journeyperson upgrade courses in TAB and eventually became the TABB supervisor and System Operation general foreperson for ACCO Engineered Systems.

In early 2022 Alex found a new path when he answered the call for an Administrator position at the Northern California Valley Sheet Metal Apprenticeship and Training Center. His vision is to make it the most professional and comprehensive Sheet Metal training facility in Northern California. He has rallied his staff and students around this goal in the true spirit of the training center’s motto “together we do it better”.