Ethos Green Power Cooperative

What Ethos Green Power Cooperative does

Ethos Green Power Cooperative is a worker-owned solar installation cooperative headquartered in Viroqua, Wisconsin, with a secondary outpost in La Crosse, WI. Founded in 2013 by Alicia Leinberger as a single-owner LLC and re-incorporated as a cooperative in 2020, the company designs, sells, and installs solar photovoltaic systems, battery storage solutions (FranklinWH AC coupled, Enphase 5P hybrid, and SolArk off-grid configurations), and Fujitsu mini-split heat pumps for residential, commercial, agricultural, and nonprofit customers across 12 counties in Southwest Wisconsin. The firm has cumulatively installed and operates nearly 6,000 kW of solar generation and holds certifications including Focus on Energy Trade Ally and HEAR IRA Registered Contractor, alongside membership in the Amicus Solar Cooperative buying network.

The business operates a consultative, community-led go-to-market combining direct field sales with group-buy demand generation through the 2025 Grow Solar La Crosse program with MREA and local municipalities. Revenue is generated through one-time hardware sales and professional installation services: typical residential systems price at $16,000-$25,000 before incentives, battery backups add $10,000 or more, and heat pump installations qualify for stacked utility, HEAR, and IRA rebates that can cover up to 95% of cost for income-qualified households. Ethos handles end-to-end project delivery including permits, utility interconnection, and lifetime system monitoring. The company emphasizes its cooperative structure as Wisconsin's only worker-owned solar installer, with named owner-employees including a master electrician who has wired 400+ installs, NABCEP-trained professionals, project managers, and dedicated heat pump and ground mount leads.

Name

Ethos Green Power Cooperative

Legal name

Ethos Green Power Cooperative

Website

https://ethos.green

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Ethos Green Power Cooperative is a Wisconsin worker-owned solar installer based in Viroqua that designs, sells, and installs solar PV, battery storage, and heat pump systems for residential, commercial, agricultural, and nonprofit customers across 12 Southwest Wisconsin counties.

Ownership category

akta.pro rank

Product category

Solar Installation Services

NAICS

Solar Electric Power Generation (221114)

SIC

Electric Services (4911)

akta.pro primary industry

Solar EPC & Construction (Utility-Scale, Rooftop, Balance of System) (EUAMABAB)

akta.pro secondary industry

Renewable Distributed Generation (Rooftop/Onsite Solar, Small Wind, Small Hydro) (EUACALAJ)

Keywords

• Solar panel installation
• Battery storage systems
• Heat pump installation
• Residential solar services
• Commercial solar solutions

Headquarters

HQ city

Viroqua

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Solar Panel System Sales and Installation: Ethos designs, sells, and installs solar photovoltaic systems for residential, commercial, agricultural, and nonprofit customers. Revenue is generated through one-time installation fees with system pricing ranging from $16,000-$25,000 before incentives for residential systems. The company also offers battery storage and heat pump installations as complementary revenue streams.
2. Professional Installation Services: Complete installation services including permits, utility interconnection applications, and ongoing maintenance. Ethos handles all paperwork and coordination with local municipalities and utility companies.
3. Battery Backup Systems: Battery storage solutions including AC Coupled (FranklinWH), Hybrid Solar-Battery (Enphase 5P), and Off-Grid (SolArk with Discover Batteries) systems. Battery-only solutions typically cost $10,000+ additional.
4. Heat Pump Installation: Fujitsu mini-split heat pump installation services. Income-qualified households can access HEAR program rebates covering up to 95% of installation costs through stacked incentives.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Ethos Green Power Cooperative installs and services solar photovoltaic systems, battery storage solutions, and Fujitsu mini-split heat pumps for residential, commercial, agricultural, and nonprofit customers in Southwest Wisconsin. The company provides end-to-end project management covering design, permitting, utility interconnection, professional installation, and lifetime system monitoring. Revenue is generated through one-time system sales and installation fees, with typical residential solar systems priced between $16,000 and $25,000 before incentives.

Product overview

Ethos Green Power Cooperative is a worker-owned solar installation company offering a comprehensive portfolio of clean energy products and services. Core offerings include residential, commercial, agricultural, and nonprofit solar panel installations (both ground-mounted and roof-mounted), complemented by battery storage solutions (FranklinWH AC Coupled, Enphase 5P Hybrid, and SolArk Off-Grid systems), SPAN Panel energy management, and Fujitsu mini-split heat pumps. The company also administers the Grow Solar La Crosse group-buy program and provides guidance on incentives including Focus on Energy rebates and federal tax credits. All offerings are supported by lifetime system monitoring and maintenance services.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Solar Power Solar panel installation services for homes, providing electricity bill reduction and environmental impact reduction for rural homeowners in southwestern Wisconsin. Includes roof-mounted and ground-mounted systems, full permitting, utility interconnection, and lifetime monitoring.
• Commercial Solar Power Solar power system installation for businesses to reduce carbon footprint, lower expenses, and increase revenue in southwestern Wisconsin. Designed for offices, retail, industrial and real estate properties.
• Solar for Farmers Solar solutions tailored for agricultural properties, including ground-mounted or roof-mounted systems on barns and outbuildings, with USDA REAP grant eligibility support and three-phase power installation capability.
• Solar for Nonprofits Solar installation services for nonprofit organizations to reduce operational costs and environmental impact, allowing resources to be redirected to mission-driven programs.
• Battery Storage Systems Battery storage solutions paired with solar for backup power and energy independence, including AC Coupled (FranklinWH), Hybrid (Enphase 5P), and Off-Grid (SolArk with Discover Batteries) systems. Typical battery-only solutions add $10,000+.
• Fujitsu Mini-Split Heat Pumps Ductless mini-split heat pump systems for efficient heating and cooling of homes, workshops, and accessory apartments, eligible for Focus on Energy instant discounts ($150-$900+) and HEAR program rebates up to 95% of installation costs for income-qualified households.
• Lifetime System Monitoring and Support Ongoing maintenance, monitoring, and support services for installed solar and battery systems over their operational lifespan, including proactive issue investigation often before customers notice problems.

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Midwest Renewable Energy Association (MREA)coreStrategic or Co-development Partner · 9 June 2025MREA leads the Grow Solar La Crosse program, a group-buy initiative designed to help homeowners and small businesses access discounted solar panel installations. Ethos Green Power has been independently selected as the program's installer for 2025. The program hosts free Solar Power Hour educational sessions and connects participants with personalized site assessments. Grow Solar programs have been offered in 24 markets across six Midwestern states over the past 12 years, adding nearly 25 megawatts of clean energy generation.
• City of La CrossecoreGTM or Marketing Partner · 1 January 2025Partner in Grow Solar La Crosse program for 2025. Co-hosts Solar Power Hour sessions. Environmental Planner Lewis Kuhlman advocates for solar investment as a wise long-term strategy backed by 25-year panel guarantees.
• City of OnalaskacoreGTM or Marketing Partner · 1 January 2025Partner in Grow Solar La Crosse program for 2025. Co-hosts Solar Power Hour sessions to bring solar savings to La Crosse County residents.
• La Crosse CountycoreGTM or Marketing Partner · 1 January 2025Partner in Grow Solar La Crosse program for 2025. Co-hosts Solar Power Hour sessions with County Register and other municipal partners.
• Amicus Solar CooperativecoreStrategic or Co-development PartnerEthos is a member of the Amicus Solar Cooperative network, which provides national buying power with local installation excellence. Equipment is ordered through this partnership, giving Ethos access to competitive pricing on solar panels, inverters, and mounting equipment. Amicus Solar Cooperative is a national consortium of locally-owned solar installers.
• Focus on EnergycoreGTM or Marketing PartnerEthos is a registered Focus on Energy Trade Ally and HEAR IRA Registered Contractor. Focus on Energy is Wisconsin's utility energy efficiency program offering instant discounts on heat pumps ($150-$900), rebates for commercial customers ($600/kW up to $2400 plus $50/kW thereafter up to $25,000), and access to the HEAR program for income-qualified households.
• Vernon Electric CooperativeminorGTM or Marketing PartnerLocal utility partner offering heat pump rebates of $200-$400 for cold-climate rated equipment to members in good standing. Ethos has expertise with Vernon Electric Cooperative interconnection requirements.
• Scenic Rivers EnergyminorGTM or Marketing PartnerLocal utility partner offering heat pump rebates up to $500, with higher rebates for replacing baseboard electric or electric furnaces. Pre-approval required.
• Vernon Economic Development Association (VEDA)coreStrategic or Co-development PartnerVEDA transformed the former National Cash Register facility into the Food Enterprise Center (100,000 sq ft small business incubator). Ethos installed the 100 kW solar array at the Center in 2023, with 30% funded through the Inflation Reduction Act's direct pay provision. The solar array helps businesses reduce energy costs and achieve stability.
• Xcel EnergyminorGTM or Marketing PartnerMajor utility serving parts of Ethos service area (La Crosse County). Ethos has expertise with Xcel Energy interconnection requirements and policies. Xcel provides retail rate credits with annual true-up for net metering customers.
• Alliant EnergyminorGTM or Marketing PartnerMajor utility serving parts of Ethos service area. Ethos has expertise with Alliant Energy interconnection requirements and policies. Alliant offers various net metering options and heat pump rebates.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Sunrun: National residential solar and battery installer with operations across the US, including Midwest. Competes with Ethos for residential solar demand but operates at significantly greater scale with leasing/PPA options Ethos does not offer.
• Tesla Energy: National residential and commercial solar plus Powerwall battery installer. Largest residential solar brand in the US; competes for the same Southwest Wisconsin homeowner considering solar+battery, though lacks Ethos's local cooperative positioning.

Direct peers

• 1st Light Energy: Wisconsin-based solar installer providing residential and commercial PV with battery storage options. Competes in overlapping regional counties and shares similar residential solar-plus-battery value proposition.
• ReVision Energy: Employee-owned renewable energy cooperative serving Maine, New Hampshire, and Massachusetts. Direct peer given shared cooperative ownership model, full-service solar and heat pump installs, and community-driven regional positioning.
• Midwest Solar Power: Wisconsin solar installer serving residential, commercial, and agricultural customers in the upper Midwest. Shares agricultural and rural customer base with Ethos and competes in the same regional labor pool.
• Namaste Solar: Employee-owned solar installation cooperative based in Colorado serving residential and commercial customers. Highly comparable as a worker-owned cooperative installer operating in a regional US market with similar solar+battery+heat pump electrification offerings.
• Arch Electric: Wisconsin-based solar installer serving residential, commercial, and agricultural customers. Direct regional competitor with overlapping customer segments and similar rural-wisconsin positioning.
• Cooperative Energy Futures: Minnesota-based worker-owned cooperative delivering community solar subscriptions and solar installations. Highly comparable given cooperative ownership model and community-driven solar mission in the upper Midwest.

Emerging players

• PosiGen: Regional solar installer focused on lower-income and middle-income households with solar leasing and energy efficiency add-ons. Comparable in targeting income-qualified customers through stacked incentives similar to Ethos's HEAR program pathway.

Others

• Amicus Solar Cooperative: National consortium of locally-owned solar installers where Ethos is a member. Provides collective purchasing power and shared best practices; not a competitor but a strategic network/peers-of-peers benchmark.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EthosGreenPower
• LinkedInlinkedin.com/company/ethos-green-power

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 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 Ethos Green Power Cooperative