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Discovering Success in Plumbing Entrepreneurship: Aaron Cleveland's Journey | swivl Sessions
Aaron Cleveland, of ACE’s Plumbing in Hilton Head, South Carolina, knows a thing or two about hard work. An army veteran, he applied that same discipline, integrity, and work ethic into not just building a successful plumbing company, but also building a reputation of unwavering honesty with his customers. In this all encompassing episode of SWIVL SESSIONS, you’ll hear how in just three years, Aaron scaled his business to $3 million. And he did it adhering to a simple philosophy of: “If you’re going to do it, do it right - - but be willing to put in the work.”
About the Guest
Aron cleveland
Owner
Aaron Cleveland is a U.S. Army veteran and the founder of Aces Plumbing, a veteran-owned and operated plumbing company based in Hilton Head, South Carolina. Named after his loyal companion, his dog Ace, the company has grown from a one-man operation to an 8-truck fleet generating $2.8 million in annual revenue-all within just three years of operation. Aaron embodies the core values of discipline, honesty, and integrity, principles instilled during his 4 years and 8 months of military service. His philosophy of "do everything the right way, otherwise you're going to do it for free the right way" has become the foundation of his business success.
Company Overview
Services
- Founded: June 2022
- Location: Hilton Head/Bluffton, South Carolina (Jasper County)
- Specialty: Residential plumbing services
- Fleet Size: 8 fully equipped service trucks
- Revenue: $2.8M (2023), projected $3.8M+ (2024)
- Team: 8 licensed plumbers
- Service Area: Greater Hilton Head, Bluffton, and Jasper County regions
- Unique Selling Proposition: Veteran-owned, integrity-first approach with 2-year partial labor warranty (industry standard is 1 year)
Episode Summary
Aaron Cleveland, of ACE’s Plumbing in Hilton Head, South Carolina, knows a thing or two about hard work. An army veteran, he applied that same discipline, integrity, and work ethic into not just building a successful plumbing company, but also building a reputation of unwavering honesty with his customers. In this all encompassing episode of SWIVL SESSIONS, you’ll hear how in just three years, Aaron scaled his business to $3 million. And he did it adhering to a simple philosophy of: “If you’re going to do it, do it right - - but be willing to put in the work.”
Aaron's business philosophy learned from master plumber Monty Campbell
"Do everything the right way, otherwise you're going to do it for free the right way."
Military lesson that drives Aaron's work ethic
"If you're not the smartest guy in the room, be the hardest worker."
Aaron's approach to ethical sales in service plumbing
"Don't ever convince or sell something that isn't necessary or beneficial. I consider a good sale as not just selling something but retaining that customer lifelong." _-_
Key lesson from business coaching
"People in the right seats was a big thing... Slow down. You don't have to hire the first person with a heartbeat."
Aaron's advice to aspiring entrepreneurs
"If you're going to do it, do it. Don't think about it. Just do it. But be willing to work a lot of hours... What's the worst that can happen? You go back to a job."
The Startup Mindset
- Take the leap: Stop overthinking and start executing
- Prepare for long hours: Expect to work 80+ hours per week initially
- Start lean: Aaron only used $10,000 of his $50,000 loan initially
- Focus on making the phone ring: Learn basic digital marketing yourself
Building Your Foundation
- Master your craft first: Become excellent at the technical side
- Build genuine customer relationships: Trust is your greatest asset
- Don't compromise on quality: Maintain standards even when scaling
- Learn from mentors: Find experienced professionals who share your values
Scaling Successfully
- Hire slowly, fire quickly: Don't settle for the first candidate
- Invest in business coaching: Get outside perspective as you grow
- Focus on systems: Know your profit per vehicle, not just company-wide
- Maintain your core values: Don't sacrifice integrity for growth
Financial Management
- Get paid today: Avoid 30+ day payment terms that hurt cash flow
- Know your numbers: Track KPIs and profit margins religiously
- Reinvest wisely: Technology and coaching are worthwhile investments
- Plan for challenges: One bad customer can significantly impact a small business
Military to Civilian Transition
The challenges veterans face when transitioning to civilian careers and how military discipline, structure, and work ethic can become a competitive advantage in entrepreneurship and business building.
Technical Excellence as Foundation
How mastering the technical aspects of your trade creates the credibility and competence needed for business success, allowing you to build a reputation based on actual skill rather than just marketing.
Trust-Based Business Building
Building a service business on integrity and long-term customer relationships rather than short-term sales tactics, demonstrating how ethical practices create sustainable competitive advantages.
Rapid Scaling Challenges
The operational and leadership challenges that come with growing from 1 to 8 employees in under 3 years, including hiring decisions, systems implementation, and maintaining quality during expansion.
Self-Taught Digital Marketing
How small business owners can learn basic digital marketing strategies to drive initial growth without expensive agencies, making the phone ring from day one through resourcefulness and dedication.
People Management
The critical importance of hiring the right people, placing them in the right roles, and making tough personnel decisions that protect company culture and service quality.
Work-Life Balance in Entrepreneurship
Balancing the demands of rapid business growth with family life and personal well-being, acknowledging the sacrifice required while planning for long-term sustainability.
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