How do women in the trades go from underfunded marketing and clunky tech to dominating their local markets with AI and automation? In this episode of Catalyst for the Trades, host Jennifer Bagley sits down with three powerhouse home service entrepreneurs—Courtney Van Delden Supplee (Van Delden Wastewater Systems), Amanda Casteel (Cherry Blossom Plumbing), and Stephanie Allen (AirWorks Solutions).

You’ll hear real stories of growth from women-led businesses in HVAC, plumbing, and septic services. The conversation dives into hard-won lessons on failed marketing investments, the leap from WordPress to Webflow, and how embracing AI content, dashboards, and automation turned their marketing from a liability into a lead machine.

These women get candid about tech transitions, brand control, data-driven decisions, and how being first to adopt AI-powered web platforms gave them a 12-month head start on their competition.

Timestamps:
00:00 – Meet the Guests: Women Redefining the Home Services Industry
01:20 – Business Beginnings: Legacy, Pivots & Pandemic Launches
09:42 – Marketing Lessons: Tracking ROI, Attribution, and Broken Promises
20:28 – Why They Left WordPress: Moving to AI-Driven Web Platforms
29:33 – The 120-Day Ramp: Planning for Momentum and SEO Visibility
32:24 – AI vs. Human Marketing: Dashboards, Control & Training Smart Agents
35:00 – Trial and Error: Teaching AI, Managing Risk, and Staying Agile
40:33 – Content Repurposing at Scale: Blogs, Social Media & Link Building
45:00 – Brand Control: Managing Digital Assets and Image Guidelines
50:13 – Future-Focused: Compliance Automation and Smarter Processes
57:40 – Final Thoughts: Leadership, Feedback, and Scaling Together

Guest Details:

Courtney Van Delden Supplee
Co-owner, Van Delden Wastewater Systems
Fourth-generation owner of a septic services company in San Antonio, Courtney modernized a legacy business through AI-driven marketing, CRM tech, and deep customer trust.

Amanda Casteel
Co-owner, Cherry Blossom Plumbing
Launched during the pandemic, Amanda helped scale Cherry Blossom Plumbing with smart digital strategies, strong client relationships, and a relentless focus on tech and transparency.

Stephanie Allen
CEO, AirWorks Solutions
HVAC and plumbing leader from Alabama, Stephanie blends law and business acumen with grassroots and AI-based marketing to run a fast-growing, family-focused service brand.

Relevant Links:

• Van Delden Wastewater Systems
• Cherry Blossom Plumbing
• AirWorks Solutions
• CI Web Group
• Catalyst for the Trades Podcast

Enjoyed this episode? Subscribe to "The Catalyst for Trades" on Apple Podcasts, Spotify, or your preferred platform. Share this episode with aspiring and established leaders, and stay tuned for more insights on driving business success and personal leadership growth.

In this episode of Catalyst for the Trades, Jennifer Bagley is joined by Robert Leath, founder of a thriving HVAC business, and his dedicated account executive, Vee Nettles. Robert shares his raw and inspiring journey from working for a large corporation to risking it all to build his own company from the ground up. He offers a transparent look at the challenges and triumphs of entrepreneurship, from securing funding and establishing a strong brand to embracing cutting-edge AI technology.

This conversation is a masterclass in modern trades leadership, covering the importance of a high-quality brand, the power of building genuine customer relationships, and the transformative impact of AI on marketing and operations. Robert's story is a powerful reminder that with the right mindset, a willingness to learn, and a commitment to excellence, anyone in the trades can build a successful and future-proof business.

Key Topics & Timestamps
00:00 – Introductions: Meet Robert Leath and Vee Nettles
00:38 – The Leap of Faith: Robert's journey from employee to entrepreneur
03:25 – Funding the Dream: The risk and reward of self-funding
05:31 – Building a Premium Brand: Why high standards matter from day one
06:20 – Adapting to Technology: The evolution from traditional marketing to AI
29:00 – The Impact of AI: A flood of new leads from unexpected places
31:00 – The Power of Education: Why continuous learning is non-negotiable
44:00 – The Human Element: Why customer relationships are still king
01:22:00 – Final Advice: Why you just need to start

Guest Details
Guest: Robert Leath
Title: Founder & CEO
Robert Leath is a testament to the modern trades entrepreneur. After years in the HVAC industry, he took the bold step of starting his own company, building it on a foundation of high standards, exceptional customer service, and a forward-thinking approach to technology. His story is one of resilience, growth, and a relentless pursuit of excellence.

Guest: Vee Nettles
Title: Senior Account Executive
Vee Nettles is a key partner in Robert's success story. As a senior account executive at CI Web Group, she has helped guide Robert's business through the ever-changing landscape of digital marketing, from traditional websites to the new frontier of AI. Her expertise and dedication have been instrumental in helping Robert's business thrive.

Relevant Links

• AirPoint Heating & Air Conditioning
• Catalyst for the Trades
• Just Start AI
• CI Web Group

Enjoyed this episode? Subscribe to "The Catalyst for Trades" on Apple Podcasts, Spotify, or your preferred platform. Share this episode with aspiring and established leaders, and stay tuned for more insights on driving business success and personal leadership growth.

What does authentic leadership actually look like for women in the trades?

In this episode of Catalyst for the Trades, host Jennifer Bagley sits down with Laura Kelly and Kathryn Elizabeth for a direct, no-filter conversation about leadership, self-respect, and showing up fully as a woman in business.

The discussion covers what it means to lead with honesty, even when it’s uncomfortable. Laura and Kathryn share real experiences with criticism, self-doubt, public speaking, and breaking outdated expectations—especially in male-dominated industries like HVAC, plumbing, and the trades.

You’ll hear practical insights on setting boundaries, navigating feedback, building confidence, serving others without losing yourself, and surrounding yourself with people who support your growth.

This episode is for women in business, female trades professionals, and leaders who want to build impact without pretending to be someone they’re not.

Key Topics Covered

• Authentic leadership in the trades
• Women in business and entrepreneurship
• Handling criticism and public visibility
• Self-respect, boundaries, and leadership mindset
• Overcoming self-doubt and fear
• Values-driven leadership
• Community, support systems, and personal growth

Timestamps

00:00 – Authenticity and speaking truth in business (Laura Kelly & Kathryn Elizabeth)
03:00 – Handling criticism and swearing on stage
04:40 – Why leadership often means breaking the rules
05:04 – Self-respect and setting boundaries as a leader
07:30 – Being “heart-less” without being heartless (Kathryn Elizabeth)
10:44 – Authenticity, service, and leadership responsibility
11:56 – Confronting self-doubt and doing hard things anyway
13:00 – Behind the scenes of public speaking (Jennifer Bagley)
14:46 – Why serving from the stage isn’t about you
17:31 – Showing up for your audience—even if it’s one person
18:46 – Values, behavior, and creating a rich life (Laura Kelly)
22:08 – Progress over perfection and bouncing back
23:11 – The power of community and support systems
25:12 – Final thoughts: choose who you surround yourself with

Guest Details

Laura Kelly

Industry leader and speaker known for her direct approach to leadership, tough conversations, and personal growth. Laura helps business owners and leaders identify their core values and build fulfillment in both life and work.

Kathryn Elizabeth

CEO, business builder, and speaker focused on real-world leadership. Kathryn is known for her honest take on decision-making, team building, and consistency, and for empowering women in the trades to lead with confidence.

Host

Jennifer Bagley

Founder of CI Web Group and host of Catalyst for the Trades. Jennifer helps trades businesses grow through clear strategy, strong leadership, and authentic marketing.

Relevant Links

• Connect with Kathryn Elizabeth
• Follow Laura Kelly
• Catalyst for the Trades
• CI Web Group

Enjoyed this episode? Subscribe to "The Catalyst for Trades" on Apple Podcasts, Spotify, or your preferred platform. Share this episode with aspiring and established leaders, and stay tuned for more insights on driving business success and personal leadership growth.