4 minute read
Up Close With Wendy Fry
By Shirley Coyle, LC
From the outside, the lighting industry may seem like a world of technical specifications and product solutions. But, for Wendy Fry (center), it’s a story of family legacy, resilience and the drive to build something meaningful.
As President and owner of The Lighting Retrofit Companies (TRC), a thriving electrical and lighting business in Owatonna, Minnesota, Wendy has navigated the complexities of a changing industry while staying true to the values that have defined her family and her company.
The roots of Wendy’s career trace back to her father, Steve Kath, who founded the business. Wendy joined the environmental division in 1998, which was created in response to Minnesota’s 1994 law prohibiting the disposal of fluorescent lamps in the trash.
In 2007, Wendy transitioned into the lighting division, conducting energy audits and managing projects. She stepped into the role of sales manager after a series of unsuccessful external hires. “If you have enough failure trying people that are qualified, you just give the job to someone that can figure it out,” Wendy laughed, highlighting her pragmatic approach to leadership. In 2017, she took over as president and owner of TRC.
The lighting industry underwent seismic shifts during Wendy’s tenure, from the heyday of straightforward fluorescent conversions to the complex world of LED technology. She candidly described the challenges of this transition, “The paybacks went from two years for fluorescent, to fifteen to twenty years in the early LED days. I mean, who buys that, right?”
The company faced the daunting task of educating themselves and their clients on new technologies, sometimes investing significant time and resources into projects that never materialized.
Another major challenge was maintaining a consistent workflow in a business prone to seasonal fluctuations and high demands. The company’s focus on large projects and national contracts led to periods of intense travel and strain on staff, particularly electricians with families.
Recognizing the unsustainable nature of this model, Wendy made a strategic pivot, transforming the business into a full-service electrical contractor with a strong lighting expertise. This shift not only stabilized the company’s workload but also helped retain and grow a talented team.
For Wendy, the heart of the business is people, and she spoke passionately about the importance of building a cohesive, ego-free leadership team. “Once you find a team that has truly like-minded people, with a great work ethic—and no ego ... it is so refreshing and fun, even when it’s hard.”
Wendy emphasized the value of versatility and humility, noting that in a small business, no one is above pitching in, whether it’s buying toilet paper or stepping into a new role. She recognizes the challenges of hiring and integrating new staff, especially during periods of rapid growth. “We went from seven electricians to twenty-seven ... you’re just kind of learning all the personalities, making sure everyone’s rowing in the same direction.”
Asked for her advice for those coming into the field, Wendy recommended involvement in organizations like NALMCO. “NALMCO’s a great group of people that love lighting, understand the technology, and it kind of marries people on the street selling projects with those designing projects. So, everyone can learn something about giving people out in the field what they want.”
Reflecting on the current issues facing the industry, Wendy highlighted the ongoing challenges of product reliability and warranty management in the LED era, noting the significant time and resources required to keep customers satisfied when products fail. “Very seldom do you get labor reimbursement from manufacturers when products fail. Sometimes you get a little bit of labor coverage, but it just never covers the time and energy you spent trying to keep your customer happy when they’ve just purchased this brand-new lighting system.”
Outside of work, Wendy is a devoted mother of three—two daughters, both at university and both softball players, while her son, a freshman in high school, plays football and baseball.
It’s a hectic schedule of getting to their games, but Wendy wouldn’t have it any other way, finding joy in supporting her children’s athletic pursuits and spending time with her extended family. She carves out time for early morning workouts and dreams of returning to “grandma crafts” like sewing and scrapbooking.
In every chapter of her journey, Wendy shows a spirit of adaptability, teamwork and genuine care for her family and her business.
