When you build a business people call during the worst parts of their day, trust is everything.
For H&S Heating and Air Conditioning, that trust has been built over decades of showing up for Central Minnesota families when they need help most. A furnace goes out during a Minnesota winter. An air conditioner stops working during a hot summer stretch. A homeowner smells gas or worries about carbon monoxide. These are not casual service calls. They are moments when people need someone reliable, capable, and ready to help.
That is the foundation Jeremy Salzbrun has continued to build on as the second-generation owner of H&S Heating and Air Conditioning. What started as a family business has grown into a recognizable local brand, a community presence, and a company rooted in hard work, service, and a whole lot of personality.
A Family Business Built From the Ground Up
H&S Heating and Air Conditioning was founded in 1989 by Jeremy’s father, Dan Salzbrun, and cousin, Dennis Horn. The name H&S came from Horn and Salzbrun, but the meaning behind it became something bigger: Happy and Satisfied.
That simple phrase has stuck because it says exactly what a service business should be about. Customers want to feel taken care of. They want the work done right. They want to know someone has their back.
Jeremy grew up inside that world. He started working in the business at a young age, learning the trade, watching his dad, and understanding what it means to serve people well. By 25, he had earned his master’s license, making him one of the youngest to do so. But more than the technical skills, Jeremy learned something that would shape the future of the company: a business does not grow on skill alone. It grows through consistency, care, and relationships.
The Power of Learning by Doing
College is the right path for some people. For others, the trades offer a different kind of education. Jeremy’s story is proof that hands-on experience can create serious opportunity.
Working in HVAC taught him how to solve problems in real time. Every day brought a new house, a new system, a new challenge, and a new customer counting on him to figure it out. That kind of training cannot always be recreated in a classroom.
It is also why Jeremy is passionate about encouraging young people to consider the trades. Skilled trade careers are not fallback plans. They are real, valuable, and often very successful paths for people who are driven, curious, and willing to work.
In an industry where customers rely on experienced professionals, that kind of training matters. HVAC work requires technical knowledge, quick thinking, and the ability to walk into stressful situations with confidence. Jeremy built those skills over years of being in the field, and now he works to pass that mindset on to the next generation.
Taking Over During a Tough Season
Buying a family business is not as simple as inheriting a name.
When Jeremy purchased H&S, it was during a difficult economic period. New construction had slowed, and the business needed to adapt. Instead of relying heavily on new home builds, Jeremy shifted focus toward service work.
That pivot mattered.
People may not have been building new homes, but they still needed their furnaces repaired, air conditioners serviced, and systems maintained. By leaning into residential service, H&S stayed relevant and useful when the market changed.
That is one of the biggest lessons for any small business owner: growth does not always come from doing more of the same. Sometimes it comes from recognizing what people need right now and being willing to adjust.
Marketing Where Competitors Are Not
One piece of advice stuck with Jeremy early in his business journey: market where your competitors are not.
He took that seriously.
For H&S, marketing has never been limited to billboards, radio, shirts, or a catchy tagline. Those things matter, but Jeremy understands that one of the most powerful marketing tools is presence.
He shows up. At networking groups. At Chamber events. At community gatherings. At fundraisers. At golf tournaments. Around town and in conversations.
That kind of “boots on the ground” marketing works because people buy from people they know, trust, and remember. HVAC systems may be technical, but the buying decision is personal. A customer can choose from plenty of companies that sell furnaces and air conditioners. What makes them choose one over another is often the relationship behind the brand.
Jeremy has become part of the H&S brand because he is willing to be visible. He does not hide behind the business. He puts his face, voice, energy, and reputation into it.
For small businesses, that is a huge takeaway. You do not have to outspend every competitor, but you do need to find ways to be remembered.
Community as a Growth Strategy
There is a reason H&S Heating and Air Conditioning has become such a recognizable name in Central Minnesota. The company is not just doing business in the community. It is participating in it.
That community focus is not separate from growth. It is part of the growth.
When a business supports local events, gets involved in local organizations, and builds relationships face-to-face, it becomes familiar. Familiarity builds trust. Trust leads to referrals. Referrals create long-term growth.
For H&S, community involvement is also a reflection of Jeremy’s personal values. He talks openly about faith, service, and the importance of helping people. Whether it is a customer without heat, a nonprofit in need, or another local business owner looking for support, his approach is centered on showing up.
That is what turns a service company into a community powerhouse.
Growing Through Smart Expansion
H&S has continued to grow beyond heating and air conditioning. Under Jeremy’s leadership, the company expanded into electrical services and later purchased Jensen Anderson in Milaca.
That kind of growth did not happen just for the sake of getting bigger. It came from seeing opportunities to serve customers better, create more stability, and strengthen the business overall.
Adding services and locations can help a company weather seasonal ups and downs. When one area is slower, another may be busy. When one customer base needs support, another team can help carry the momentum.
But expansion only works when the foundation is strong. For Jeremy, that foundation includes loyal employees, strong systems, trusted customer relationships, and a willingness to keep improving.
Building a Legacy That Lasts
H&S is already a second-generation business, but Jeremy is thinking about the next generation too. His son, Ezekiel, is already growing up around the business, learning equipment, watching people, and seeing what it takes to lead.
But Jeremy’s view of legacy is not about handing something over for free. It is about teaching responsibility, work ethic, and ownership. If the next generation wants the opportunity, they will also need to understand what it takes to earn it.
That mindset is part of what has kept H&S grounded. The business has grown, but the values remain the same: work hard, care about people, do the job right, and keep showing up.
Lessons for Small Business Owners
Jeremy’s story offers plenty of reminders for anyone building a business:
→ A strong brand can come from a simple promise
→ Community involvement is real marketing
→ Service businesses grow through trust
→ Family businesses require vision, communication, and grit
→ Showing up consistently can set you apart
→ Growth often requires adapting when the market changes
Most importantly, people remember how you make them feel. In HVAC, that might mean restoring heat in the middle of winter. In marketing, it might mean helping a business finally feel confident in its brand. In any industry, the goal is the same: solve the problem, build the relationship, and leave people better than you found them.
