Marshall Rodeno Associated

What Marshall Rodeno Associated does

Marshall Rodeno Associated (MRA) is a privately held, locally owned manufacturers' representative firm founded in 1977 and headquartered in Denver, Colorado. The company operates exclusively as an intermediary sales agency connecting 23+ manufacturer principals — including NIBCO, Sloan, Chicago Faucets, Anvil, ABZ Valve, GWC Italia, Navien, Zylem, Fernco, and BrassCraft — with distributors and contractors across the Rocky Mountain and Heartland regions. Coverage spans Colorado, Utah, Idaho, Iowa, Montana, Nebraska, New Mexico, Wyoming, Nevada, the Western Dakotas, and El Paso, Texas, supported by a Denver corporate office, a Salt Lake City regional office, and additional outside-sales reps stationed across the covered territory. MRA's product coverage is organized around four verticals: Industrial, Commercial Plumbing, Mechanical/HVAC, and Energy, with end-user engagement spanning engineers, purchasing, maintenance, and warehouse personnel through the spec-sold-installed-serviced lifecycle.

The firm supplements its commission-based representation revenue with a 30,000 sq. ft. Denver warehouse capable of same-day LTL/UPS fulfillment and 1-2 day regional delivery, an education platform (MRA University registered with AIA, USGBC, ASPE, HSW, and IDCEC) offering Lunch-and-Learn and jobsite training, and a YouTube-based 'Training Nuggets' content channel. The team comprises roughly 16 listed members organized into a field-sales force assigned by territory, a specialized inside-sales team (Commercial Lead, ASC Lead, Valve Lead, Service, and others), a warehouse team, and a training/in-house marketing function; the organization cites 150+ years of combined industry experience.

MRA's commercial model is commission-based agency revenue earned on sales generated through its distributor and contractor network within exclusive principal territories; the firm has no proprietary software platform, no disclosed pricing schedule, no public financial reporting, and no external investors, with ownership appearing to remain with the Rodeno family based on the active presence of Brian Rodeno and Tom Rodeno on the All Sales team.

Name

Marshall Rodeno Associated

Legal name

Marshall Rodeno Associated

Website

https://marshallrodeno.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

11–50 employees

Short description

Marshall Rodeno Associated is a Denver-based, family-owned manufacturers' representative firm founded in 1977 that connects 23+ plumbing, industrial, HVAC, and energy manufacturers with distributors and contractors across the Rocky Mountain and Heartland regions via a territory-based field and inside sales force, a Denver warehouse, and an MRA University training program.

Ownership category

akta.pro rank

Product category

Manufacturer Representative Services

NAICS

Warehousing and Storage (493)

SIC

Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Professional & Commercial Equipment & Supplies (5040), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Spare Parts / MRO Distribution Centers (Industrial) (TLALAEAL)

akta.pro secondary industry

Regional Hub / National Hub Distribution Centers (Multi-node Network Hubs) (TLALAEAN)

Keywords

• Manufacturers representative services
• Industrial sales agency
• HVAC product distribution
• Commercial plumbing sales
• Construction channel sales

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Manufacturer Representative Commissions: As a Manufacturers' Representative firm, MRA earns commissions from the manufacturers they represent based on sales volume through their distributor and contractor networks in the Rocky Mountain and Heartland Regions.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Marshall Rodeno Associated provides manufacturers' representative sales agency services for commercial, industrial, plumbing, energy, and HVAC product manufacturers across the Rocky Mountain and Heartland regions of the United States. The firm deploys outside and inside sales teams, runs structured training programs (MRA University and Lunch-and-Learn), and operates a 30,000 sq. ft. Denver warehouse that supports same-day and next-day distribution to distributors, contractors, engineers, and purchasing agents.

Product overview

Marshall-Rodeno Associated is a Manufacturers' Representative Firm that does not offer a single unified product or platform. Instead, the company provides sales representation and distribution services for multiple manufacturer product lines, supplemented by training programs (MRA University, Lunch and Learn, MRA Training Nuggets) and warehouse/inventory logistics. The company's portfolio centers on connecting manufacturers of commercial plumbing, industrial, energy, and HVAC products with customers across Colorado, Iowa, Idaho, Nebraska, New Mexico, Montana, Utah, Wyoming, and El Paso TX.

Differentiator

Problem solved

Functional benefit

Products and services

• Manufacturers' Representative Sales Agency Services Outside and inside sales representation on behalf of 23+ manufacturers serving commercial, industrial, plumbing, energy, and HVAC markets across the Rocky Mountain and Heartland regions (Colorado, Utah, Wyoming, Idaho, Montana, Nebraska, Iowa, New Mexico, western Dakotas, El Paso TX). MRA earns sales commissions by acting as each manufacturer's regional sales force, calling on distributors, contractors, engineers, purchasing agents, and maintenance teams.
• MRA University Structured product and application training program delivered by Marshall Rodeno Associated to distributor, contractor, engineering, and maintenance audiences. MRA University is led by an in-house "Dean of Education" and provides category-specific education that supports the firm's manufacturer-principal customers.
• Lunch-and-Learn Program On-site lunch-and-learn sessions delivered by MRA at distributor, contractor, or engineering customer locations, combining a meal with a tailored product-education presentation from the firm's sales reps.
• Warehouse and Distribution Services Warehouse, inventory, and shipping services operated out of a 30,000 sq. ft. Denver facility, with same-day LTL and UPS shipment capability and 1–2 day delivery across the Rocky Mountain / Heartland territory.

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

23 partnerships are on record, tiered core and minor.

• AB&IcoreChannel Partner/ Reseller/ DistributorAB&I Foundry - Domestic manufacturer of cast iron pipe and fittings. Territories: CO, WY, UT, ID
• ABZ ValvecoreChannel Partner/ Reseller/ DistributorABZ Valve - Complete range of Butterfly Valves, Pneumatic and Electric Actuators, Dal Door Wafer Check Valves. Territories: CO, ID, TX, IA, MT, NE, NV, NM, UT, WY
• Anaco-HuskycoreChannel Partner/ Reseller/ DistributorAnaco-Husky - Premier manufacturers of stainless steel couplings and service weight gaskets. Territories: NM, CO, WY
• AnvilcoreChannel Partner/ Reseller/ DistributorAnvil/SCI - Domestic & Import Malleable, Cast, Ductile, Forged, Stainless & Brass Fittings. Territories: CO, El Paso TX, ID, IA, MT, NE, NV, NM, UT, WY
• BrassCraftcoreChannel Partner/ Reseller/ DistributorBrassCraft - Water Supplies, Stops, Risers, Flex Connectors, Drainage Products, Fittings. Territories: CO, El Paso TX, ID, MT, NE, NM, UT, WY
• ChemtrolcoreChannel Partner/ Reseller/ DistributorChemtrol - Premium Industrial Flow Control Products: Valves, Pipe and Fittings in advanced thermoplastics. Territories: CO, El Paso TX, ID, IA, MT, NE, NV, NM, UT, WY
• Chicago FaucetscoreChannel Partner/ Reseller/ DistributorChicago Faucets - Commercial, Healthcare, and Laboratory Faucets including Electronic and Manual. Territories: CO, El Paso TX, MT, NE, NM, WY
• Chicago FittingscoreChannel Partner/ Reseller/ DistributorChicago Fittings - Flexible & Semi-Rigid Gas Risers for Natural & LP Gas Market. Territories: CO, El Paso TX, ID, MT, NE, NM, UT, WY
• FerncominorChannel Partner/ Reseller/ DistributorFernco - Pipe couplings and fittings manufacturer. Territory: UT
• FlushmateminorChannel Partner/ Reseller/ DistributorFlushmate - Pressure-assisted technology for water-saving flush solutions. Territories: CO, Southern WY
• GruvlokcoreChannel Partner/ Reseller/ DistributorGruvlok - Grooved Piping Systems for Steel, Stainless Steel, Copper and HDPE with valves and flow control products
• GWC ItaliacoreChannel Partner/ Reseller/ DistributorGWC Italia - Advanced solutions for liquid and gas applications including Hydrogen; valve designs including Trunnion Mounted and Top Entry
• IPS CorporationcoreChannel Partner/ Reseller/ DistributorIPS Corporation - Industrial piping products and solutions
• K-FlexcoreChannel Partner/ Reseller/ DistributorK-Flex - Engineered Polymer Foam and Rubber Pipe and Sheet/Roll Insulation Products. Territories: CO, IA, NV, UT, WY
• Klein ToolscoreChannel Partner/ Reseller/ DistributorKlein Tools - Hand tools for professional tradespeople, Made in the U.S.A.
• Merrill ManufacturingcoreChannel Partner/ Reseller/ DistributorMerrill Manufacturing - Manufacturing solutions
• NaviencoreChannel Partner/ Reseller/ DistributorNavien - HVAC and water heating solutions
• NIBCOcoreChannel Partner/ Reseller/ DistributorNIBCO - Press Systems for Copper Fittings and Valves for Water, Air/Gas and HVAC installations
• SCIcoreChannel Partner/ Reseller/ DistributorSCI - Domestic & Import Fittings, Nipples, Pipe Hangers & Supports, Engineered Hangers & Supports
• SharpecoreChannel Partner/ Reseller/ DistributorSharpe - Stainless, Carbon Steel, Alloy 20, Hastelloy C, Monel and Brass Ball Valves, Gate, Globe and Check Valves
• SloancoreChannel Partner/ Reseller/ DistributorSloan - Industry Leader in Restroom Products: Flushometers, Faucets, Wash Stations, Hand Dryers. Territories: WY, CO
• TitancoreChannel Partner/ Reseller/ DistributorTitan Flow Control - Industrial and Commercial Piping Products: Check Valves, Pipeline Strainers, Pump Protection Products
• ZylemcoreChannel Partner/ Reseller/ DistributorZylem - Water technology products from Xylem/Goulds Water Technology

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rensenhouse: Independent manufacturers' representative agency serving industrial, plumbing, and HVAC markets across multiple U.S. regions with field sales and warehouse support. Highly comparable in business model, vertical mix, and go-to-market to Marshall-Rodeno.
• W.E. Bassett Company: Manufacturers' representative firm covering plumbing, industrial, and mechanical/HVAC product lines to distributors and contractors. Operates with a similar commissioned-rep model and territory-based outside sales force as MRA.
• Frank P. Langley Co. Independent rep agency representing industrial and plumbing manufacturers in the U.S. market. Comparable in scale, multi-principal structure, and reliance on commissioned field sales serving wholesale distribution.
• Equity Engineering Ltd: Manufacturers' representative firm serving commercial, industrial, and mechanical markets with technical product specification support. Comparable in that it bundles rep services with training/education for engineers and contractors.
• Power & Industrial Sales: Independent industrial and plumbing manufacturers' representative with a regional multi-state sales force. Similar in revenue model (manufacturer commissions), product mix, and customer base to Marshall-Rodeno.
• C.W. Haynes & Associates: Rep agency serving industrial, mechanical, and plumbing markets with field sales coverage of multiple U.S. states. Directly comparable go-to-market: outside sales coverage, principal mix, and distributor/contractor customer channels.
• Epperson & Company: Manufacturers' representative serving industrial and commercial mechanical markets across the U.S. Comparable business model, principal portfolio structure, and reliance on commissioned territory sales.

Broad incumbents

• Ferguson Enterprises: Largest U.S. wholesale distributor of plumbing, HVAC, and industrial products. While a distributor (not a rep) rather than a direct competitor to MRA, Ferguson is the dominant buyer-counterparty in MRA's territory and structurally influences the rep economics MRA depends on.
• WinSupply: Large U.S. wholesale distributor of plumbing, HVAC, and industrial supplies. Functions as a downstream customer of represented manufacturers, comparable in commercial plumbing/HVAC end-market exposure though much larger and vertically integrated.

Emerging players

• Industrial Sales Associates: Smaller, regional manufacturers' rep firm focused on industrial and mechanical products. Comparable in commissioned-rep model but typically covers a smaller territory and a narrower principal portfolio than MRA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/marshallrodeno
• YouTubeyoutube.com/channel/UCBc1o_7cnt-7Yw6okeltxBw?view_as=subscriber
• Facebookfacebook.com/MarshallRodeno
• LinkedInlinkedin.com/company/3665991/admin
• Instagraminstagram.com/marshall_rodeno_ad

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Marshall Rodeno Associated