Mike Long & Associates, Inc.

What Mike Long & Associates, Inc. does

Mike Long & Associates, Inc. (MLA) is a privately-held manufacturers' representative agency founded in 1993 and headquartered in Huntersville, North Carolina. The company acts as an outsourced Southeast US sales channel for 25+ fluid storage and handling manufacturers, representing their product lines (underground and above-ground tanks, fuel management and tank gauging systems, UL-listed fuel piping, DEF and lubricant tanks, filtration, dispensing, exhaust extraction, canopies, lighting, and bollards) to installers and end customers. Its commercial focus is ground-up site builds and fluid infrastructure projects across seven primary use-cases: Retail Fuel (primary), Commercial Fuel, Vehicle Maintenance, Water, Aviation, EV, and Marina Fueling. The company does not manufacture, license, or own any proprietary product; its value is in curated vendor selection, application expertise, in-house CAD and estimating, and regional relationship coverage.

MLA's business model is commission-based revenue earned on sourced sales for its manufacturer partners, with no public pricing, no software product, and no recurring contract layer visible in the source data. The go-to-market is direct field sales by a 12-person team organized into a President (Brad Long, CPMR/CPSC), VP of Operations, Director of Sales Operations, two dedicated Territory Managers (Florida, Gulf Region), a Commercial/Industrial Account Manager, plus inside roles in CAD/estimating, sales support, finance, digital marketing, and market research. Customer acquisition runs through a Quote Request Tool on the company website, direct email to individual account managers, and inbound project specifications; the company's contact footprint is personal-direct (named emails for each team member) rather than enterprise sales motion.

The agency is family-owned, with founder Mike Long succeeded by Brad Long as President; the company is currently operating, with no evidence of external investment, M&A activity, or public listing. Geographic scope is the Southeast United States, and there is no disclosed headcount growth, no funding history, and no revenue disclosure. MLA competes against other regional rep agencies and the direct manufacturer sales forces of its own principals in a relationship-driven, project-based industrial channel.

Name

Mike Long & Associates, Inc.

Legal name

Mike Long & Associates, Inc.

Website

https://mlasales.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Mike Long & Associates is a 1993-founded manufacturers' representative agency in Huntersville, NC, representing 25+ fluid storage and handling manufacturers across the Southeast US for retail fuel, commercial, aviation, marina, EV, and maintenance site-build projects.

Ownership category

akta.pro rank

Product category

Industrial Fluid Storage & Handling Equipment Representation

NAICS

Oil and Gas Field Machinery and Equipment Manufacturing (333132), Measuring, Dispensing, and Other Pumping Equipment Manufacturing (333914), Pump and Compressor Manufacturing (33391)

SIC

Oil & Gas Field Machinery & Equipment (3533), General Industrial Machinery & Equipment (3560), Pumps & Pumping Equipment (3561)

akta.pro primary industry

Hazardous Liquids & Specialty Chemical Terminals (Methanol, Solvents, Sulfur) (EUALAEAL)

Keywords

• Manufacturers representative services
• Fluid storage equipment
• Fuel handling systems
• Storage tank distribution
• Petroleum equipment sales

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Manufacturer Representative Commissions: As a manufacturers' representative agency, Mike Long & Associates earns commissions from the manufacturer partners they represent. They facilitate sales of fluids storage and handling equipment to end customers across various industries.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Mike Long & Associates, Inc. is a full-service manufacturers' representative agency that sells fluid storage and handling solutions on behalf of 25+ manufacturer partners. The agency delivers complete storage system components and accessories for fuel, DEF (Diesel Exhaust Fluid), grease, oil, antifreeze, AFFF (Aqueous Film Forming Foam), and water across retail fuel, commercial, aviation, marina, EV, water, and vehicle maintenance applications. Customer-facing activities include sales engineering, project submittal preparation via in-house CAD, and an online Quote Request Tool that consolidates equipment requests for ground-up site builds.

Product overview

Mike Long & Associates, Inc. is a manufacturers' representative agency specializing in critical fluids storage and handling solutions. The company does not offer a single unified product but rather represents a portfolio of manufacturer partner products across multiple categories including underground and above-ground storage tanks (Xerxes, Turner Tanks, Hughes Tank, Fiberglass Tank Solutions), fuel management systems (SmartFill Gen 3, Phillips Fuel Systems, Pneumercator), piping systems (Nupi SmartFlex, Atlantic Tube & Fitting), fluid handling equipment (Samson NEXU, Fluidall, Semler Industries), filtration systems (AXI Total Fuel Maintenance, RCI Technologies), industrial work benches (DEA), exhaust extraction (Worky), and ancillary products (canopies, lighting, bollards, electrical systems). The company serves diverse markets including retail fuel, commercial fuel, vehicle maintenance, water, aviation, EV, and marina fueling. Their offering includes a quote request tool for project-based equipment procurement.

Differentiator

Problem solved

Functional benefit

Products and services

• Manufacturers' Representative Services for Fluid Storage & Handling Solutions Full-service manufacturers' representative agency that sells and supports fluid storage and handling solutions on behalf of 25+ manufacturer partners, covering storage tanks, piping, dispensing, fuel management, filtration, and ancillary site equipment for retail fuel, commercial, aviation, marina, EV, water, and vehicle maintenance customers.
• Quote Request Tool

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

25 partnerships are on record, tiered core and minor.

• Atlantic Tube & FittingcoreChannel Partner/ Reseller/ DistributorIndustrial fittings and piping manufacturer represented by MLA for fluids storage and handling applications.
• DEAcoreChannel Partner/ Reseller/ DistributorWork benches and industrial furnishings manufacturer represented by MLA for workplace equipment solutions.
• Fairfield IndustriescoreChannel Partner/ Reseller/ DistributorManholes, spillbuckets, and remote fills manufacturer represented by MLA for fuel storage containment solutions.
• Fiberglass Tank SolutionscoreChannel Partner/ Reseller/ DistributorUnderground water tanks manufacturer represented by MLA for below-ground storage applications.
• FluidallcoreChannel Partner/ Reseller/ DistributorStackable poly tanks for lubricants and DEF (Diesel Exhaust Fluid) represented by MLA for fluid storage solutions.
• Hughes Tank CompanycoreChannel Partner/ Reseller/ DistributorAbove ground steel tanks manufacturer represented by MLA for above-ground storage applications.
• InnospeccoreChannel Partner/ Reseller/ DistributorFuel additives manufacturer represented by MLA for fuel quality and performance solutions.
• Nupi AmericascoreChannel Partner/ Reseller/ DistributorFusion-welded semi-rigid pipe system manufacturer for transfer of automotive and aviation fuels, biofuels, and hazardous fluids. UL Listed with multiple international approvals.
• Performance InkminorChannel Partner/ Reseller/ DistributorCustom printing and repair parts manufacturer represented by MLA for branding and maintenance solutions.
• Permian LidecoreChannel Partner/ Reseller/ DistributorPressure vessels and process tanks manufacturer represented by MLA for industrial fluid handling.
• Phillips CanopiescoreChannel Partner/ Reseller/ DistributorTurnkey canopies and re-imaging manufacturer represented by MLA for fueling station structures.
• Phillips Fuel SystemscoreChannel Partner/ Reseller/ DistributorMission critical controls and monitoring systems manufacturer represented by MLA for fuel system automation.
• PneumercatorcoreChannel Partner/ Reseller/ DistributorTank level and leak management systems manufacturer represented by MLA for inventory control and environmental compliance.
• Protecta-ShieldminorChannel Partner/ Reseller/ DistributorBollard covers manufacturer represented by MLA for facility protection solutions.
• RCI TechnologiescoreChannel Partner/ Reseller/ DistributorFuel filtration and recirculation systems manufacturer represented by MLA for fuel quality maintenance.
• RenewminorChannel Partner/ Reseller/ DistributorFuel island and curbing repair manufacturer represented by MLA for maintenance and renovation solutions.
• Riverside SteelcoreChannel Partner/ Reseller/ DistributorIslands, bollards, and trench drains manufacturer represented by MLA for site infrastructure.
• SamsoncoreChannel Partner/ Reseller/ DistributorLube dispensing and monitoring manufacturer represented by MLA for lubricant management solutions.
• Semler IndustriescoreChannel Partner/ Reseller/ DistributorIndustrial fluid handling systems manufacturer represented by MLA for commercial fluid transfer.
• SmartFillcoreChannel Partner/ Reseller/ DistributorCloud-based fuel management system for real-time fuel accounting, inventory monitoring, and multi-site reconciliation.
• SSDIminorChannel Partner/ Reseller/ DistributorElectric panel and surge technologies manufacturer represented by MLA for electrical infrastructure.
• Turner TankscoreChannel Partner/ Reseller/ Distributor25 to 4,000 gallon steel ASTs (Above Ground Storage Tanks) manufacturer represented by MLA for above-ground fuel storage.
• Whiteway LightingminorChannel Partner/ Reseller/ DistributorInterior and exterior LED lighting manufacturer represented by MLA for facility illumination.
• WorkycoreChannel Partner/ Reseller/ DistributorVehicle exhaust fume extraction systems for automotive workshops, plant operations, body shops, and technical centers.
• XerxescoreChannel Partner/ Reseller/ DistributorUnderground FRP (Fiberglass Reinforced Plastic) tanks manufacturer represented by MLA for underground fuel storage.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• T.F. Hudgins & Associates: T.F. Hudgins & Associates is a manufacturers' representative agency serving industrial and fluid-handling markets across the Southern US. It is the closest business-model comparable to MLA — a regional rep firm aggregating multiple manufacturers for B2B fluid equipment buyers.
• W.S. Darley & Co. W.S. Darley & Co. distributes and represents industrial equipment across multiple verticals (fire, municipal, industrial). It is comparable to MLA as a multi-line industrial rep/distributor serving institutional and commercial buyers with a regional sales force.
• H.D. Campbell Company: H.D. Campbell is a manufacturers' representative agency covering industrial and process equipment in the Southeast and Mid-Atlantic US. It is directly comparable to MLA as a regional industrial rep firm representing multiple manufacturers to B2B customers.

Broad incumbents

• Veeder-Root: Veeder-Root (a Gilbarco Veeder-Root brand) is a major manufacturer of tank gauging and fuel management systems that compete head-to-head with MLA-partner SmartFill Gen 3 and Pneumercator. Both target the same fuel site operators needing inventory and leak monitoring.
• Franklin Fueling Systems: Franklin Fueling Systems manufactures fuel storage systems, dispensers, and tank monitoring — directly competing with the manufacturer partners MLA represents (Pneumercator, Phillips Fuel Systems, Xerxes, RCI). Both target the same retail/commercial fuel infrastructure buyers with overlapping catalogs.
• OPW (a Dover company): OPW is a leading manufacturer of fuel handling equipment (nozzles, fittings, valves, spill containment) that competes with and supplies several of MLA's represented partners. As a Dover-owned broad incumbent, OPW overlaps significantly with MLA's fuel storage and dispensing offering but operates globally with a much larger catalog.
• Gilbarco Veeder-Root: Gilbarco is the dominant global manufacturer of fuel dispensers and integrated forecourt technology. As a broad incumbent, its dispensers, payment systems, and site controllers overlap with several MLA-represented product categories and the same retail fuel customer base.
• Emerson Electric (Rosemount): Emerson's Process & Industrial segment supplies tank gauging, flow, and level instrumentation that overlaps with MLA-represented monitoring brands. As a broad industrial automation incumbent, Emerson competes for the same fuel/fluid site instrumentation spend.

Others

• Innospec: Innospec is a global specialty chemicals manufacturer of fuel additives and performance chemicals, currently represented by MLA. They are comparable as both a supplier-partner within MLA's portfolio and as a fuel-quality specialist addressing the same end customers (fuel retailers, commercial fuel operators) MLA serves.
• Xerxes Corporation: Xerxes is a leading manufacturer of fiberglass underground storage tanks, currently a core partner represented by MLA. As a manufacturer whose products MLA resells, Xerxes is an ecosystem participant and would be a comparable if MLA sought to vertically integrate or expand its direct-supplier relationships.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Mike-Long-Associates-Inc-105813601989204

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Mike Long & Associates, Inc.