South Air

What South Air does

South Air Inc is a family-owned HVAC services company headquartered in Cartersville, Georgia, founded in 2003 by David and Vicki Roussel. The company provides residential heating, air conditioning, and indoor air quality services to homeowners across 19+ communities in the Greater Atlanta Area, including Cartersville, Acworth, Kennesaw, Marietta, Roswell, and Woodstock. Its core products encompass AC and heating repair, new high-efficiency Trane HVAC system installation, RetroFoam wall and attic insulation, and a subscription-based Ultimate Savings Agreement maintenance plan. Technicians use thermal imaging cameras, blower door tests, and duct blaster tests to perform load calculations and energy diagnostics; all field staff are direct employees, with no subcontractors used. Multi-tier guarantees (2-year satisfaction, 5-year craftsmanship, 10-year parts and labor on Trane equipment) and a lifetime service warranty underpin the service promise.

The business operates a direct-to-consumer, mobile field-service model with technicians dispatched to customer homes, supported by two Cartersville offices and a phone line staffed 7:30am-7pm daily. Pricing combines transactional fees ($69 standard service call, free with repair or installation; $427 energy analysis bundled free with commitment), equipment-and-installation revenue, and recurring subscription maintenance. Customer financing is facilitated through a Wells Fargo partnership offering 0% APR up to 60 months, and a Georgia Power co-marketing relationship enables utility rebates on qualifying high-efficiency installations. Acquisition is predominantly referral-driven, supplemented by a company website, Google AdWords remarketing, and an email newsletter. Revenue is not publicly disclosed; the company is privately held, bootstrapped, and operates with a 1-10 employee footprint across a single metro geography.

Name

South Air

Legal name

South Air Inc

Website

https://southairinc.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

South Air Inc is a family-owned residential HVAC services company in Cartersville, Georgia, founded in 2003, serving homeowners across 19+ Greater Atlanta communities with repair, Trane equipment installation, RetroFoam insulation, energy audits, and subscription maintenance.

Ownership category

akta.pro rank

Product category

Residential HVAC Services

NAICS

Appliance Repair and Maintenance (811412)

SIC

Auto Controls For Regulating Residential & Comml Environments (3822)

akta.pro primary industry

Ventilation System Installation (Exhaust Fans, ERV/HRV, Make-Up Air) (HSAOAGAI)

akta.pro secondary industry

HVAC Air Filtration & Air Purifier Installation (HSAOAIAC)

Keywords

• HVAC repair services
• Heating and cooling
• Air conditioning installation
• Home insulation services
• Energy efficiency testing

Headquarters

HQ city

Cartersville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. HVAC Repair Services: On-demand repair services for all HVAC brands, including diagnostic, maintenance, and repair work. Service calls are free with repair or installation, otherwise $69 standard fee or $29 with Ultimate Savings Agreement.
2. HVAC Installation: New HVAC system installation including planning, load calculations, equipment supply, and professional installation. Revenue generated from equipment sales and installation labor.
3. Insulation Services: RetroFoam wall insulation and attic insulation services. RetroFoam insulation can reduce utility costs by up to 40%.
4. Financing Services: Facilitates Wells Fargo financing for customers purchasing new equipment. Offers 0% APR up to 60 months with equal payments, and 6, 12, and 18 month special financing options.
5. Energy Efficiency Analysis: Full house energy savings analysis including thermal imaging, duct blaster, and blower door tests. Normally $427 but offered free with repair/install commitment. If savings are less than $200/year, company pays customer $500.
6. Maintenance Plans: Ultimate Savings Agreement providing spring and fall tune-ups to ensure equipment efficiency and reliability.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

South Air is a residential HVAC service company that repairs, maintains, and installs air conditioning and heating systems (primarily Trane equipment) for homeowners across the Greater Atlanta Area. It complements HVAC work with RetroFoam wall and attic insulation and whole-house energy efficiency diagnostics (thermal imaging, blower door, and duct blaster testing) to improve comfort and reduce utility costs.

Product overview

South Air is a family-owned HVAC (Heating, Ventilation, and Air Conditioning) company based in Cartersville, Georgia, offering a comprehensive suite of home comfort services since 2003. The company's core offerings include AC repair and heating system services, new HVAC installations using Trane equipment, and insulation services. These products work together as an integrated home comfort solution: the company diagnoses system issues through energy efficiency testing, performs repairs and maintenance via the Ultimate Savings Agreement, and installs new high-efficiency systems when needed. The insulation services complement the HVAC systems by addressing wall and attic energy loss, while financing through Wells Fargo enables customers to afford new equipment purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• AC Repair Service
• Heating System Service
• HVAC Installation

Quantifiable outcome

• Average utility bill savings of $660/year through energy efficiency improvements
• +5 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Two partnerships are on record, tiered core and minor.

• TranecoreTechnology or IntegrationSouth Air Inc exclusively installs Trane air conditioning and heating systems. Trane is known as America's Most Trusted HVAC System for the last 5 years. All Trane equipment is tested in harsh conditions for reliability. South Air offers 10-year parts and labor warranty on all Trane equipment installed.
• Georgia PowerminorStrategic or Co-development PartnerSouth Air works with Georgia Power to help customers become more energy efficient and qualify for utility rebates. In documented cases, customers received almost $2000 rebate from Georgia Power after South Air installed high-efficiency equipment.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Mister Sparky Electric: National residential electrical and HVAC-adjacent services franchise with strong direct-to-consumer brand presence. Comparable on residential services positioning and on-demand service model, though broader in trade coverage than South Air's HVAC focus.
• Lennox International: Major residential and commercial HVAC equipment manufacturer competing with Trane in the premium-efficiency segment. South Air's Trane-exclusive positioning directly competes with Lennox-dealer service businesses across the Greater Atlanta region.
• ARS / Rescue Rooter: Large multi-trade residential services company (American Residential Services) offering HVAC, plumbing, and electrical across many US metros. Comparable on residential HVAC service delivery but operates at significantly larger scale with national brand recognition and broader trade coverage.
• Trane Technologies: South Air's exclusive equipment partner and a top-tier global HVAC manufacturer. While not a direct service competitor, Trane's broader dealer network and brand influence in the Atlanta market directly shape South Air's competitive environment and go-to-market.
• Carrier: One of the largest HVAC equipment manufacturers globally, supplying residential and commercial systems through a dealer network. South Air's exclusive Trane partnership puts it in direct competition with Carrier dealer-installers in the Atlanta market, though South Air operates as an independent local service provider rather than a dealer of Carrier.

Regional players

• Hiller Plumbing, Heating, Cooling & Electrical: Large Southeast US residential home services company (Tennessee-headquartered) offering HVAC, plumbing, and electrical services. Comparable to South Air on service categories and homeowner customer base, though serving different geography and operating at much larger scale.

Direct peers

• Coolray Heating & Cooling: Major residential HVAC service and installation company based in the Atlanta metro, the same primary market as South Air. Comparable in service mix (repair, install, maintenance) and customer segment (residential homeowners), but operates at significantly larger scale.
• Service Champions Heating & Air Conditioning: Residential HVAC service and installation company focused on same-day service, technical training, and direct-to-consumer acquisition in a regional US market. Closely mirrors South Air's premium-service, technician-quality, and homeowner-segment positioning.
• One Hour Heating & Air Conditioning: National residential HVAC service franchise with same-day service guarantee and direct-to-consumer positioning. Comparable business model to South Air — local owner-operators delivering repair, installation, and maintenance to homeowners — but with brand, marketing, and operational support at franchise level.
• Estes Services: Atlanta-based residential HVAC, plumbing, and electrical services company. Directly comparable to South Air on geography, customer base (residential homeowners), and service offering, with similar referral-driven local positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/202970656394754
• Xx.com/South_Air
• LinkedInlinkedin.com/company/south-air-inc.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 South Air