Sarah Lipka is a Sales Director at Comfortside West (Cooper&Hunter), where she works closely with HVAC contractors and distributors to grow their business through ductless and cold-climate heat pump solutions. With 18 years of industry experience, she focuses on training, market development and improving the in-home sales experience by helping teams communicate clearly and confidently with homeowners. Sarah is passionate about turning electrification into practical, profitable solutions that make sense in real homes and real conversations. Today we dive deep into the world of HVAC manufacturing, distributing, contracting, and assorted topics.

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Dan Friesen is a Canadian HVAC industry leader, trainer, and business professional known for his extensive work in training and leadership within the home services sector. He has served as a master trainer with Nexstar since the early 2000s, helping educate and develop technicians and business teams across North America.Dan is also the Owner & Team Leader at Charlton & Hill Home Services and serves as Vice President of Training at P1 Service Group, where he focuses on communication, training program excellence, and public speaking development. With over 24 years of public speaking experience and tens of thousands of people impacted by his training, Dan is recognized for his ability to elevate both individual skills and organizational culture in the trades.

Sarah Ghirardo is an AI marketing expert and Director of Pro Content at ServiceTitan, where she leads an 80% AI-powered content organization shaping the future of automation, agentic experiences, and scalable growth for the home services industry. Blending deep expertise in marketing strategy, leadership development, and productized content design, she turns complex technology into simple, repeatable systems that help HVAC, plumbing, and electrical companies grow revenue, efficiency, and customer impact. A seasoned SaaS and trades leader, Sarah is also a passionate advocate for diversity and inclusion—especially for women in the trades—mentoring emerging leaders and teaching executive-level marketing and AI fluency. Her mission is to elevate the trades through innovation, storytelling, and AI-driven transformation, empowering the next generation to see themselves as builders, leaders, and changemakers. When not driving transformation at ServiceTitan, she speaks nationally, consults as a fractional CMO, and supports the trades with heart-led leadership and actionable strategy.

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