Creating Space for Women in the Home Improvement Channel

Joining the independent home improvement channel as an office assistant and working her way into an installation manager role, Suzanne Morrison with Ace Hardware Home Services was recently named Air Conditioning, Heating & Refrigeration News (ACHR News) 2026 Top Women in HVACR.

Morrison sat down with Hardware Retailing to talk about how the trades can provide a meaningful and purposeful career path, how to develop young talent and the opportunities available to women in the home improvement industry.

Hardware Retailing: You started as an office assistant and worked your way into an installation manager role. What were some of the key turning points or opportunities that helped you advance?
Suzanne Morrison: One of the biggest turning points was realizing that HVAC wasn’t just a job I was helping a friend with. The more I learned about the industry, the more I saw opportunities to grow and contribute in meaningful ways. I started by helping in the office with filing, inventory tracking, customer follow-up and coordinating inspections. As the company grew, I was given opportunities to take on more responsibility and eventually move into an installation coordinator role. That position allowed me to work more closely with customers, installers and leadership while helping build processes and improve the overall customer experience. Throughout my career, I’ve tried to say “yes” to opportunities, remain curious and continue learning. Each new challenge helped prepare me for the next one, and over time those experiences led me from office assistant to installation manager.

When you first entered the industry, did you envision yourself in a leadership role? At what point did you begin to see a long-term career in the trades?
Morrison: Honestly, no. When I first entered the industry, I was simply looking for an opportunity to re-enter the workforce as my children got older and started school. I didn’t have a long-term career plan in mind at the time. That changed as I began learning more about the industry and the impact our work has on customers. I discovered that I genuinely enjoyed solving problems, building relationships and helping create positive outcomes for both customers and employees. That’s when I started to see HVAC as a career rather than just a job.

What were some of the biggest challenges you faced as you moved into positions with greater responsibility? How did you overcome them?
Morrison: As I took on greater responsibility, one challenge was learning to trust myself and my abilities. Like many people stepping into leadership positions, there were moments when I questioned whether I was ready. I overcame those challenges by staying prepared, continuing to learn, asking questions and focusing on delivering results. Over time, confidence comes from experience, and every challenge became an opportunity to grow.

How has the experience of being a woman in the HVAC industry changed since you began your career
Morrison: I’ve seen a lot of positive change over the past decade. The industry was looked at as a male dominated industry. Now, we look at it as a predominately male industry where women are creating positive impacts and changing the landscape, we are not just office workers anymore.

When I started, there were fewer women in leadership positions and fewer examples of women building successful careers in HVAC. Today, there is greater visibility, more support networks and more conversations about attracting and developing women in the industry. More companies recognize the value of diverse perspectives and understand that talent comes in many forms. While there is still progress to be made, I think the industry is moving in the right direction, and I’m encouraged by the number of talented women entering the field and advancing into leadership positions.

What barriers still exist for women who want to enter the trades or advance into leadership positions?
Morrison: I think one of the biggest barriers is still perception. Many women simply aren’t exposed to the wide variety of career opportunities available within the trades. When people think of HVAC, they often picture only field roles, but our industry offers opportunities in operations, project management, sales, leadership, technology, administration, finance and many other areas.

Women can also face situations where they have to establish their credibility before being fully recognized for their knowledge and contributions. I was faced with that roadblock and I almost gave up on the industry, but I dug deep, believed in myself, kept pushing and challenging the narrative. Fortunately, that is improving, but it still exists. Continued mentorship, education and visibility of successful women in the industry can help break down those barriers and create more opportunities for future generations.

What can companies do to create a workplace culture where women feel supported, respected and encouraged to grow professionally?
Morrison: It starts with creating a culture where everyone feels valued and respected for their contributions. Companies should provide equal opportunities for development, encourage mentorship and create clear pathways for advancement. Leaders also play an important role by fostering open communication and ensuring employees feel heard and supported. When people know their ideas matter and their growth is important, they’re more likely to stay engaged and invested in the organization’s success. Most importantly, companies should focus on creating an environment where people are judged by their performance, character and contribution rather than assumptions or stereotypes.

What does being recognized as one of ACHR News’ 2026 Top Women in HVACR mean to you personally and professionally?
Morrison: Being recognized as one of ACHR News’ 2026 Top Women in HVACR is truly humbling and honestly one of the proudest moments of my career. Personally, it represents a journey that began with a part-time opportunity and evolved into a career I’m passionate about. Professionally, it’s validation of the hard work, relationships, knowledge and experiences I’ve built over the past decade. What makes this recognition especially meaningful is knowing that it may help inspire other women to see the possibilities that exist within our industry. If my story encourages someone to pursue a career in the trades, take on a leadership opportunity or believe in themselves a little more, then this recognition means even more.

Many independent home improvement retailers are struggling to attract and retain qualified employees. What lessons from your experience in the trades could help them build stronger teams?
Morrison: One of the most important lessons I’ve learned is that people want to feel like they matter and that they have a future within an organization. Training, mentorship and professional development are incredibly important, but so is creating a culture where employees feel appreciated and connected to a larger purpose. People are more likely to stay when they know their contributions are valued and when they see opportunities for growth. I’ve also learned the importance of building relationships. Strong teams are built on trust, communication, accountability and a shared commitment to serving customers. When companies invest in their people, those people are much more likely to invest back into the company.

Looking back at your career, what do you wish someone had told you when you were just starting out?
Morrison: I wish someone had told me not to underestimate where a single opportunity can lead. When I started in HVAC, I never imagined I would build a long-term career in the industry, let alone become an installation manager or be recognized as one of ACHR News’ Top Women in HVACR. Looking back, some of my greatest opportunities came from being willing to learn, ask questions and step outside my comfort zone. 

I would also tell my younger self not to wait until I felt completely ready. Growth often happens before confidence does. Sometimes you have to take the seat at the table first and trust that you’ll grow into it. That mindset has been one of the most important lessons of my career and one that I instill in my two daughters: Go for that position that seems just outside your comfort zone, apply for that internship you feel unsure if you are qualified for. Push yourself, believe in yourself and surround yourself with people who are smarter than you.