Moore Sales Corporation

What Moore Sales Corporation does

Moore Sales Corporation is a privately held HVAC/R manufacturers' representative sales agency founded in 2000 and headquartered in Vincennes, Indiana. The firm operates as an outsourced field sales and channel development organization for HVAC equipment and Indoor Air Quality (IAQ) product manufacturers, executing manufacturer marketing strategies across the Midwest United States. Its go-to-market is built around nine named territory sales representatives covering distinct state clusters across Indiana, Ohio, Michigan, Wisconsin, Illinois, Kansas, Nebraska, Kentucky, Missouri, Minnesota, the Dakotas, Iowa, Western Pennsylvania, and West Virginia, supplemented by an inside sales team handling inbound pricing and quote requests. The firm does not sell to end users; it generates revenue through commissions earned when products represented by Moore Sales move through wholesale distributors to HVAC contractors serving residential, commercial, and medical markets.

The company's product/service stack is human-services-centric rather than technology-based, comprising (1) Sales Representation Services acting as the core offering, (2) NATE-certified Training Programs with a dedicated internal trainer and training trailers for on-site product demonstrations plus factory-direct factory training sessions, (3) Marketing Support Services including customized flyers and sales support materials, (4) Indoor Air Quality product representation spanning air purification, air filtration, AC coil sanitization, and fresh air ventilation through partnerships including Bosch and RGF, and (5) Contractor and Wholesaler support services covering joint sales calls, jobsite visits, end-user presentations, and proposal assistance. There is no disclosed proprietary technology platform, software product, API, or mobile application.

Moore Sales earns revenue through transaction-fee commissions paid by HVAC manufacturers for sales made by wholesalers in its assigned territories, with no publicly disclosed pricing or commission rates. The business is entirely founder-owned by Lonnie and Matt Moore (who together hold more than 50 years of combined HVAC industry experience), bootstrapped with no external investment, parent company, or disclosed ownership changes since founding. Customer concentration is diversified across multiple manufacturer principals and a wide base of Midwest wholesalers and contractors, though commission-based dependency on individual manufacturer relationships (notably Bosch and RGF) creates line-of-business concentration risk.

Name

Moore Sales Corporation

Legal name

Moore Sales Corporation

Website

https://mooresalescorp.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Moore Sales Corporation is a privately held HVAC manufacturers' representative agency founded in 2000 and headquartered in Vincennes, Indiana, providing field sales, NATE-certified training, and marketing support for HVAC and IAQ manufacturers across the Midwest United States, earning revenue through sales commissions from wholesale-to-contractor channels.

Ownership category

akta.pro rank

Product category

HVAC Sales Representation Services

akta.pro primary industry

HVAC, Water Heaters & Indoor Air Quality Distribution (CRAOAFAJ)

Keywords

• HVAC sales representation
• Manufacturers representative services
• HVAC contractor training
• Indoor air quality products
• Wholesale distribution support

Headquarters

HQ city

Vincennes

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Manufacturer Representative Commissions: As a manufacturers' representative firm, revenue is generated through commissions from HVAC manufacturers for sales performance in assigned territories. The company represents multiple manufacturers and earns revenue when products are sold through wholesale partners to contractors.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Moore Sales Corporation is a manufacturers' representative sales agency that sells and supports HVAC/R and Indoor Air Quality (IAQ) products on behalf of leading manufacturers across the Midwest United States. The firm pairs dedicated territory sales representatives with NATE-certified training programs, marketing support, and job design assistance to help manufacturers penetrate wholesale and contractor channels in the region.

Product overview

Moore Sales Corporation is a manufacturer's representative sales agency offering a unified portfolio of sales representation, training programs, and marketing support services for HVAC manufacturers. The company connects manufacturers with wholesalers and contractors across the Midwest through Sales Representation Services as the core offering, supplemented by NATE-certified Training Programs covering Bosch and RGF products, Marketing Support Services, and specialized Indoor Air Quality (IAQ) products. Value-Added Services for Wholesalers and Contractor Support Services provide additional support layers. The company does not offer a software platform but rather professional services centered on human expertise, sales relationships, and in-person/on-site training including mobile training trailers for product demonstrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Representation Services Manufacturer's representative sales agency providing dedicated territory sales representatives, sales support, marketing support, sales assistance, and job design assistance for HVAC manufacturers and wholesale partners across the Midwest United States.
• NATE-Certified Training Programs NATE-certified training programs delivered for contractors and wholesalers, covering product training, sales training, and marketing skills development at wholesaler locations, contractor facilities, and factory locations, including mobile training trailers for on-site product demonstrations.
• Marketing Support Services Marketing assistance services for HVAC businesses, including customized flyers, sales support materials, job quotes, proposals, and promotional tools provided to wholesalers and contractors.
• Indoor Air Quality (IAQ) Products Representation Sales representation for leading Indoor Air Quality manufacturers, covering air purification, air filtration, AC coil sanitization, and fresh air ventilation products for residential, commercial, and medical applications, including custom-engineered solutions for buildings.
• Value-Added Services for Wholesalers Support services for HVAC wholesalers including marketing assistance, product training, and joint sales calls aimed at driving sales through wholesale partners.
• Contractor Support Services Business growth and sales support for HVAC contractors, including product samples, jobsite visits, end-user presentations, proposal assistance, and marketing materials designed to improve contractor profitability.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• BoschcoreStrategic or Co-development PartnerBosch is a major HVAC manufacturer providing heating and cooling equipment including heat pumps, geothermal systems, ductless mini-splits, boilers, and tankless water heaters. Moore Sales provides training on Bosch products to wholesalers and contractors in their territory.
• RGFcoreStrategic or Co-development PartnerRGF is an Indoor Air Quality manufacturer. Moore Sales offers training on RGF products as part of their comprehensive IAQ training offerings for residential, commercial, and medical applications.
• Multiple HVAC ManufacturerscoreStrategic or Co-development PartnerMoore Sales represents leading manufacturers in the HVAC and IAQ industry, selling their products through wholesale distributors to contractors across the Midwest. The company implements marketing strategies and increases sales for manufacturer partners.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Bosch Thermotechnology: HVAC and water heating division of Bosch (heat pumps, geothermal, ductless, boilers, tankless). Direct OEM partner of Moore Sales and a comparable business reference as the upstream brand Moore Sales represents and trains the channel on.
• Carrier: Global HVAC OEM and one of the largest HVAC manufacturers in the world. Comparable to Moore Sales as a key HVAC brand whose products move through independent reps and wholesalers; Carrier could insource rep functions, making it both a partner and competitive threat.
• Johnstone Supply: Largest HVACR cooperative distributor in North America with hundreds of branches. Comparable to Moore Sales as a critical HVAC channel partner — Moore Sales drives demand and training into Johnstone's contractor customers.
• Auer Steel & Heating Supply: Midwest-focused HVAC and plumbing products distributor based in Wisconsin. Highly comparable to Moore Sales as both are established Midwest HVAC channel players — Moore Sales as a rep agency enabling OEMs through wholesalers, Auer Steel as a wholesale distributor serving contractors.
• Rheem Manufacturing: Major HVAC and water heating manufacturer (Rheem, Ruud brands). Comparable to Moore Sales as an HVAC OEM whose products flow through independent reps and wholesalers serving residential and commercial contractors in the Midwest.
• Lennox International: Global HVAC and refrigeration manufacturer (Lennox, Allied, Heatcraft). Comparable to Moore Sales as a major HVAC OEM competing for the same specifier and contractor relationships that Moore Sales supports in the Midwest.
• Carrier Enterprise: Wholesale distributor of Carrier, Payne, and Bryant HVAC products across North America. Comparable to Moore Sales as a major HVAC distributor serving the same contractor base that Moore Sales' training and sales rep programs support.
• Trane Technologies: Major global HVAC OEM (Trane, Ameristar, Thermo King brands). Comparable to Moore Sales as a top-tier HVAC manufacturer that relies on independent rep firms and distributors to drive Midwest sales penetration.
• Watsco Inc. Largest HVACR distribution company in North America (Carrier Enterprise, Gemaire, Baker Distributing). Comparable to Moore Sales as a dominant HVAC distribution player whose scale could pressure independent regional reps.
• RGF Environmental Group: IAQ and environmental control manufacturer (air purification, PHI cells, UV). Direct OEM partner of Moore Sales and a comparable reference as the IAQ brand Moore Sales represents into residential, commercial, and medical channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Moore Sales Corporation