From 1895 to Today: How Welsch Heating & Cooling Continues to Thrive

Adapting Through the Decades

“When my dad’s grandfather started the company, there weren’t any furnaces or air conditioners at that time,” says George “Butch” Welsch, owner of Welsch Heating & Cooling. “So instead, they installed metal pan ceilings in old restaurants and offices, as well as pot belly stoves — that’s how we got started.”

The contracting company’s journey mirrors the evolution of the American HVAC industry itself. When Welsch’s grandfather took over in 1900, the company began to evolve alongside the nation’s growing need for comfort and modern living. Sadly, he passed away at a young age from cancer, and Welsch’s father dropped out of high school to take over the family business at age 17 in 1929. By the 1930s, as coal furnaces became common in basements across St. Louis, the company shifted its focus to installing and assembling these massive heating units, surviving the Great Depression through skill, adaptability, and grit. After World War II, with the rise of natural gas, Welsch again adapted — installing conversion burners that transformed coal furnaces into cleaner, more convenient gas systems, and later moving into the booming home construction market to install the first generation of gas-fired furnaces.

As comfort technology advanced, so did Welsch. In the late 1950s and early 1960s, air conditioning became the next big innovation, and the company quickly embraced this opportunity, launching a thriving “add-on air conditioning” business to retrofit homes they had previously heated. By the 1970s and 1980s, under the leadership of fourth-generation owner Butch Welsch, the company’s services expanded from new construction installations to include system replacements and ongoing maintenance — an evolution that proved essential during housing market downturns. By the early 1990s, Welsch had shifted its business model to balance new construction with service and replacement work, ensuring stability through economic cycles. Today, Welsch Heating & Cooling continues to honor its heritage of craftsmanship and customer care — proving that adaptability, integrity, and family leadership remain the foundation of its enduring success.

“If you had told me in 1986 when my dad died, that we’d still be going 40 years later, I probably wouldn’t have believed it,” Welsch says.

Lessons Passed Down

Welsch credits much of the company’s longevity to the wisdom of his father and grandfather, who taught him a simple but enduring philosophy: “Treat the employees well, they will treat the customers well, and profits will come.”

That mindset continues to define how Welsch operates today, standing in stark contrast to the profit-driven mentality of many private equity models moving into the home services space. From ensuring that every customer call is answered by a live person — 24 hours a day, 365 days a year — to going the extra mile to source parts during shortages, the company’s focus has never wavered: do what’s right for the customer, even when it’s not the easiest or most profitable option.

That same commitment extends to how Welsch treats both its customers and employees — as people, not numbers. Welsch Heating & Cooling doesn’t just have long-term employees who have spent entire careers with the contracting firm, but also boasts customers who have relied on their services for over 40 years. That loyalty reflects the trust and consistency the contractor has worked hard to earn.

Welsch personally writes thank-you letters to customers who share positive feedback and sends out thousands of hand-signed Thanksgiving notes each year as a gesture of appreciation.

“Christmas cards get lost in the Christmas rush,” he notes. Everybody’s busy, and they get a lot of Christmas cards during the season. Instead, we send a Thanksgiving note that thanks everybody who has purchased a replacement unit during the year. It usually amounts to about 1,000 people, and I personally sign all of them. Those little touches are what’s allowed us to be around all this time.”

A Culture of Caring

Within the company, employees are empowered to uphold these high standards of service, fostering a culture of accountability and pride that has endured across generations. By focusing on people first — customers, employees, and community — Welsch Heating & Cooling has not only outlasted economic cycles and industry consolidations, but also elevated the reputation of HVAC contractors throughout the St. Louis area. It’s that steadfast dedication to honesty, craftsmanship, and personal connection that continues to set Welsch apart after 130 years in business.

Paul Heimann, vice president and comptroller at Welsch Heating & Cooling, has been with the company his entire professional career, spanning 40 years. He followed in his father’s footsteps, who was a sheet metal worker.

“I have enjoyed every minute of working here,” Heimann says. “I love the family-owned business aspect of it. Mr. Welsch is a great guy to work for, has treated us like family, and continues to do that to this day. It's just the principles he lives by, and something that we've tried to share along the way. No decisions are ever made without making sure it's the right decision for the company and for the individual.”

Denny Turlin, comfort consultant, is a fourth-generation sheet metal worker and 20-year veteran of the company. Although he attempted a different path, he ended up coming back to the trade and working for Welsch, where his uncle was a foreman.

“When you work for Welsch, no matter what capacity you're in, you definitely feel like you are working with a family,” he says. “It is nice that you're not just a number in some big corporate business. We have a really good group of people who are accountable and responsible, and don’t need to be micromanaged. They get the job done and know they are appreciated by the company.”

Welsch Heating & Cooling employees aren’t just part of a team — they’re part of the family. With a staff of around 100 people, the company has cultivated a workplace culture rooted in compassion and mutual support.

When an employee faces a serious health challenge or personal hardship, Welsch’s leadership and staff rally together without hesitation — whether that means providing extra time off, ensuring bills are covered, organizing financial help, or preparing meals for the employee’s family. This genuine care extends far beyond company policy; it’s a reflection of the family values that have guided Welsch Heating & Cooling for the past 130 years. Heimann and Turlin attest that everyone knows when life takes an unexpected turn, the Welsch family and their coworkers will be there to lift them up.

“It’s a pretty good feeling,” Turlin says.

The Next Big Milestone

At 84 years old, Welsch himself is an industry legend. A past national president of SMACNA, he still volunteers his time on the organization’s scholarship committee.

And he has no plans to retire just yet.

“As long as I’m healthy enough to continue working, I’m going to continue working,” he says. “We have a timeshare in Florida where we visit three weeks in late fall and three weeks in the spring. Those two three-week sessions are my retirement. I play tennis three days a week, I can’t play any more than that — my body won’t let me. I gave up golf for tennis. And my wife doesn’t want me home for sure; I cramp her style. I don’t like daytime TV. What else would I do? I think the employees would like me to retire and get out of their hair, but they do come and ask me questions from time to time, so I feel somewhat needed. It makes me feel good.

“I’ve also been to 78 Indianapolis 500s in a row, which is the current record as far as the Speedway is concerned,” Welsch adds. “I pretty much get to do what I want to do without being officially retired.”

While he may not plan to step away from the business in the near future, Welsch has taken careful steps to prepare the company for the future. Ownership will transfer to his daughter, a longtime educator, and her husband, Matt Finch, who already plays a key role in the business as the company’s new construction salesman. Though reserved by nature, Welsch notes that Finch has earned deep respect within the company for his technical skill, work ethic, and commitment to the company’s standards of quality and integrity. Meanwhile, Heimann will serve as the public face of the company, ensuring operational continuity and leadership stability.

Additionally, Welsch notes that every department has young talent ready to step into key roles when needed, preserving the company’s culture and service excellence.

The decision to keep the business in the family rather than sell—despite frequent offers—reflects a deep sense of pride in legacy over profit. “We’re more proud of what we’ve built than what we could sell it for,” Welsch said. That philosophy, paired with his refusal to expand into unfamiliar trades like plumbing or electrical, underscores a disciplined focus on what the company does best: HVAC.

When Welsch Heating & Cooling transitions to its fifth generation, it will do so with the same integrity, loyalty, and craftsmanship that have defined it since 1895.

“I feel 100% confident that the company will continue,” Welsch says. “I’ve told them that 150 years in business is a good round number, and I’ll be gone by then, so they can do what they want at that point.”