Ash Equipment
ASH Equipment Company is a privately held, 60-year-old industrial equipment distributor headquartered in Batavia, Illinois, reselling electric heaters, sensors, controllers, and fluid thermal systems from manufacturers like Watlow, Eurotherm, BriskHeat, Mokon, and Tempco to industrial manufacturers across the Midwest U.S.
- Company typePrivate
- Founded1964
- HeadquartersBatavia, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Ash Equipment does
ASH Equipment Company is a privately held industrial equipment distributor founded in 1964 and headquartered in Batavia, Illinois. The company distributes electric heating elements, temperature sensors, temperature and process controllers, power switching devices, fluid thermal systems, and industrial control/communication software sourced from a curated set of thermal-equipment manufacturers. It operates as an authorized distributor for Watlow (relationship dating to 1965), Eurotherm, BriskHeat, Mokon, Cast Aluminum Solutions, Tempco, Backer Marathon, Pyromation, Gefran, and Chromalox, among others. The company's competitive positioning rests on engineering-led specification support and the ability to assemble complete thermal-loop solutions (heater, sensor, controller, switching, fluid, communications) from multiple brands in a single supplier engagement.
The business generates revenue primarily through the resale and distribution of industrial thermal hardware to manufacturing customers requiring process heating, freeze protection, viscosity control, temperature maintenance, and thermal mixing. Its go-to-market is sales-led: sales engineers provide technical documentation, specifications, and installation drawings; customers engage through a 1-800 number, email, and an online quote request workflow. Pricing is quote-based, customized to configuration and volume rather than publicly listed.
ASH Equipment operates four offices across the Midwest U.S. — Batavia, IL (headquarters); Rockford, IL; Waukesha, WI; and Appleton, WI — focusing on industrial manufacturers in Illinois and Wisconsin and drawing on manufacturer partners for global sourcing. Its distribution model is essentially a B2B industrial specialty/technical products reseller with embedded engineering support, augmented by an e-commerce website (64 SKUs across six categories), blog content, and social media channels for awareness. Revenue, ownership structure, and management team are not publicly disclosed.
Ash Equipment firmographics
Firmographics- Name
- Ash Equipment
- Legal name
- ASH Equipment Company
- Website
- https://ashequipment.com
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ASH Equipment Company is a privately held, 60-year-old industrial equipment distributor headquartered in Batavia, Illinois, reselling electric heaters, sensors, controllers, and fluid thermal systems from manufacturers like Watlow, Eurotherm, BriskHeat, Mokon, and Tempco to industrial manufacturers across the Midwest U.S.
- Ownership category
- akta.pro rank
Where Ash Equipment is headquartered
LocationHeadquarters
- HQ city
- Batavia
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Ash Equipment business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Industrial Equipment Distribution: ASH Equipment generates revenue through the resale and distribution of industrial thermal equipment including heaters, sensors, controllers, power switching, and fluid systems from manufacturer partners. The business operates as an authorized distributor for multiple thermal equipment manufacturers, selling products to industrial customers requiring thermal process solutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based industrial equipment pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Ash Equipment product offering
Product offeringCore offering
ASH Equipment is an authorized B2B distributor of industrial electric thermal-loop components — including electric heaters (band, cartridge, drum, immersion, circulation, strip, tubular), temperature sensors, process controllers, power switching devices, fluid temperature control systems, and supporting communication/configuration software — sourced from manufacturers such as Watlow, Eurotherm, BriskHeat, Mokon, Tempco, Cast Aluminum Solutions, Backer Marathon, Pyromation, Gefran, and Chromalox. The company supplements product resale with sales-engineering support, technical documentation, and product selection assistance for industrial customers with process heating requirements.
Product overview
ASH Equipment Company is an industrial equipment distributor offering a comprehensive portfolio of electric heating products, temperature sensors, controllers, power switching devices, fluid thermal systems, and communication/control software. The product lineup includes heaters (band, cartridge, drum, immersion, circulation, strip, tubular, flexible, air) from manufacturers Watlow, BriskHeat, Backer Marathon, Tempco, and Cast Aluminum Solutions; temperature sensors (thermocouples, pressure sensors, IR sensors, thermal cameras) from Gefran, Process Sensors, and Watlow; temperature/process controllers from Eurotherm and Watlow including the featured F4T and PM PLUS controllers; power switching products (SCR controllers, solid-state relays) from Eurotherm and Watlow; Mokon fluid temperature control systems (heat transfer oil, water systems, chillers); and communication software including the BriskHeat LYNX multi-zone control system and Watlow configuration/mobile apps. The company serves as an authorized distributor for multiple manufacturers and provides engineering support for thermal loop applications.
Differentiator
Problem solved
Functional benefit
Products and services
- Industrial Electric Heaters Industrial electric heaters (air, band, cable, cartridge, drum/tote, flexible/laminate, immersion, in-line/circulation, strip, tubular) from manufacturers including Watlow, BriskHeat, Backer Marathon, and Tempco, sold to manufacturers for process heating applications.
- Industrial Temperature Sensors Industrial temperature sensors including thermocouples, pressure sensors, IR temperature sensors, and thermal imaging cameras from Gefran, Process Sensors, and Watlow, for industrial temperature measurement and monitoring.
- Temperature and Process Controllers Temperature and process controllers including control panels, data loggers, limit modules, and panel-mount controllers from Eurotherm and Watlow, used to regulate industrial thermal processes.
- Power Switching Devices Industrial power switching products including SCR power controllers and solid-state relays from Eurotherm and Watlow, used to switch and control power to industrial heating loads.
- Fluid Temperature Control Systems Fluid temperature control systems including heat transfer oil systems, water temperature control systems, and portable chillers from Mokon, used for industrial process heating and cooling circuits.
- Industrial Process Communication Systems Industrial process control communication systems and software including the BriskHeat LYNX Temperature Control System and Watlow configuration software, for multi-zone thermal control and controller setup.
- Watlow F4T Temperature Process Controller Watlow F4T 1/4 DIN temperature/process controller with 4.3-inch touchscreen, integrated PID control, data logging, trend charts, limit control, solid-state relays, timers/counters, PLC math and logic, and Ethernet communications for industrial process applications.
- Watlow PM PLUS PID Integrated Limit Controller Watlow PM PLUS 1/16 DIN panel-mount PID and integrated limit controller with SMOOTH-TOUCH keypad, Bluetooth connectivity, EZ-LINK mobile app compatibility, and backwards compatibility with EZ-ZONE PM controllers for industrial process control.
- BriskHeat LYNX Temperature Control System BriskHeat LYNX multi-zone PID temperature control system supporting up to 1,024 zones with individual heater control and monitoring, full-color touchscreen interface, and email alert capabilities for process heating applications.
- BriskHeat Silicone Rubber Drum Heaters BriskHeat flexible silicone rubber drum and pail heaters for freeze protection, viscosity control, and temperature maintenance, with adjustable thermostat options for industrial container heating.
Companies that use Ash Equipment
Customer profileSegments1 record
Ideal customer profiles1 record
Ash Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Ash Equipment partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major and minor.
- WatlowcoreASH Equipment is an Authorized Watlow Distributor since 1965, selling products including heaters, controllers, sensors, power switching, control panels, and communication software. Watlow is a global supplier of industrial electric thermal solutions.
- EurothermcoreEurotherm is a premier provider of temperature, power and process control, measurement and data management equipment, systems, software and services. Eurotherm is now owned by Watlow Electric Manufacturing Company. ASH Equipment sells Eurotherm products as an authorized distributor.
- BriskHeatcoreBriskHeat manufactures flexible surface heaters, temperature controls, heat trace and insulators. ASH Equipment sells BriskHeat products including flexible surface heaters, temperature controls, heat trace and insulators worldwide.
- MokoncoreMokon manufactures high quality liquid heating and cooling process temperature control systems. ASH Equipment is an authorized distributor selling water systems, hot oil systems, portable chilling systems, centralized cooling systems, and blow film coolers.
- Cast Aluminum SolutionscoreASH Equipment Company provides engineering and product support for circulation heaters manufactured by Cast Aluminum Solutions, featuring isolated flow-paths for heating flammable media and applications requiring purity maintenance.
- TempcocoreASH Equipment Company is an authorized distributor for Tempco Electric Heater Corporation, selling custom electric heating elements, temperature sensors, power and temperature control products, and process heating systems.
- Backer MarathonmajorBacker Marathon is a US-based heating elements and sensor manufacturer specializing in Cartridge Heaters, Band Heaters, Ceramic Heaters, Mica Heaters, Air Heaters, Tubular Heaters and Thermocouples.
- PyromationmajorPyromation products include Temperature Sensors, RTD Sensors, Thermocouples, Thermowells, Transmitters and more.
- GefranmajorGefran products include Pressure Sensors, Pressure Transducers, Pressure Transmitters and Monitoring equipment.
- ChromaloxmajorChromalox provides Industrial Heaters, Skid Mount Systems and Heat Trace solutions.
- Duratherm Processing SystemsminorDuratherm Processing Systems provides Runnerless Mold Components, Heaters and Temperature Sensors.
- NexthermalminorNexthermal provides Cartridge Heaters, Coil Heaters, Flexible Tubular Elements and Sensors.
- East Coast SensorsminorEast Coast Sensors provides Thermocouples, RTDS, Thermistors, Thermowells and Protection Tubes.
- HeaterLogixminorHeaterLogix provides Heating Elements, Hot Runner Components and Control Panels.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Ash Equipment competitors and assessment
Company assessmentBroad incumbents
- Winsupply: US-based HVAC, plumbing, and industrial distribution company with 600+ locations. Comparable in distribution model (authorized reseller of major brands, sales-led B2B, regional offices) and product overlap in heating and controls.
- Johnstone Supply: HVAC-focused distribution cooperative with strong presence in heating equipment and controls. Comparable to ASH Equipment in product category overlap (heaters, sensors, controllers) and B2B sales-led model, though Johnstone is a much larger national cooperative.
- Grainger: Largest US MRO industrial distributor serving manufacturing customers with broad SKU coverage including heating, sensors, and controls. Competes with ASH Equipment for Midwest industrial accounts but operates at vastly larger scale with national logistics and digital procurement platforms.
- Ferguson Enterprises: Major plumbing and HVAC distributor serving contractors and industrial customers across the US. Overlaps with ASH Equipment on heating and process control product categories, particularly for commercial and industrial accounts in the Midwest.
- Rexel USA: Global electrical and industrial automation distributor with significant US footprint. Distributes heating, sensors, and control products to industrial customers, competing with ASH Equipment on thermal process applications while offering broader electrical and automation SKU coverage.
- McMaster-Carr: Industrial MRO supplier with extensive catalog of heating elements, sensors, and process control components. Targets similar industrial customer base as ASH Equipment but is differentiated by industry-leading e-commerce experience and same-day shipping.
Direct peers
- Carrier Enterprise: HVAC distribution arm of Carrier serving commercial and industrial customers with heating, cooling, and controls products. Comparable to ASH Equipment in product category overlap and authorized-distribution business model, though focused on Carrier's branded products.
- Radwell International: Distributor of industrial controls, sensors, and automation products including temperature controllers and process instrumentation. Direct peer to ASH Equipment in target market (industrial customers), product category (temperature/process controls), and B2B distribution model.
- Kaufman Thermal Solutions (KTS): Industrial thermal solutions distributor specializing in process heating, sensors, and controls for manufacturing customers. Closest direct peer to ASH Equipment in product mix, customer base, and consultative sales engineering model.
- Thermal Devices: Distributor of Watlow and other industrial thermal products to manufacturing customers. Directly comparable to ASH Equipment as a fellow Watlow authorized distributor serving the same product category and customer profile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Ash Equipment social profiles
Digital presenceAsh Equipment compliance and trust
Trust signalCompliance19 records
Ash Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ash Equipment leadership team
Management profileNumber of profiles
Ash Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ash Equipment M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ash Equipment
What does Ash Equipment do?
ASH Equipment is an authorized B2B distributor of industrial electric thermal-loop components — including electric heaters (band, cartridge, drum, immersion, circulation, strip, tubular), temperature sensors, process controllers, power switching devices, fluid temperature control systems, and supporting communication/configuration software — sourced from manufacturers such as Watlow, Eurotherm, BriskHeat, Mokon, Tempco, Cast Aluminum Solutions, Backer Marathon, Pyromation, Gefran, and Chromalox. The company supplements product resale with sales-engineering support, technical documentation, and product selection assistance for industrial customers with process heating requirements.
Is Ash Equipment a public or private company?
Ash Equipment is a private company. It is classified as unknown and is currently operating.
When was Ash Equipment founded?
Ash Equipment was founded in 1964. It employs 51 to 100 people.
Where is Ash Equipment based?
Ash Equipment is headquartered in Batavia, United States, in the North America region.
How does Ash Equipment make money?
One revenue line is on record: industrial Equipment Distribution.
Who are Ash Equipment's main competitors?
Broad incumbents on record are Winsupply, Johnstone Supply, Grainger, Ferguson Enterprises, Rexel USA and McMaster-Carr. Direct peers are Carrier Enterprise, Radwell International, Kaufman Thermal Solutions (KTS) and Thermal Devices.
Does Ash Equipment have an API?
No public API is recorded for Ash Equipment.