Gerry Fleisher, president of 5 Alarm Fire and Safety Equipment LLC
Address: 350 Austin Circle, Delafield
Website: www.5alarm.com
Industry: Fire service and industrial safety
Employees: 30
Family: Wife, Andrea (vice president of 5 Alarm); two sons: Carter, 13, and Coleman, 11; and three dogs
What kinds of products does your company distribute and what kinds of services do you offer?
“Our company distributes high-quality, brand name fire and safety equipment, including MSA breathing apparatuses, Lion Apparel protective clothing, Hurst Jaws of Life extrication equipment, rescue gear, hazmat products and much more. The company’s diverse customer base includes fire departments, emergency government departments, municipalities and industrial plants throughout the Midwest. With a complete service department of factory trained and authorized technicians, 5 Alarm is pleased to be able to ‘Service What We Sell!’ 5 Alarm also has a complete training division comprised of extrication, ice rescue, confined space, gas detection, CPR and first aid.”
What’s new at your company?
“About a year ago, we opened a HydroStat testing facility in Delafield, where we test and certify pressure cylinders for self-contained breathing apparatuses, dive, oxygen and other related cylinders needing Department of Transportation recertification.
“Last month, we launched Firefighter Express, a firefighter equipment mobile retail store that will travel door-to-door, station-to-station, offering point of purchase on the spot. Our first mobile retail store will serve fire departments between Milwaukee and Madison, and we have tentative plans to launch two other mobile stores for service in Chicago and Indiana.”
Do you plan to hire any additional staff or make any significant capital investments in your company in the next year?
“We hope to expand with a service center in Merrillville, Ind., offering MSA SCBAs and gas detection, Hurst Jaws of Life, and compressor and cylinder services. We also hope to add an additional MSA service technician in the western Michigan area.”
What will be your company’s main challenges in the next year?
“The economy and municipal budgets. Our market segment is not a growth market. Most agencies are looking at consolidation or other ways to reduce expense. We offer incentives to fire departments to make it feasible to purchase from 5 Alarm Fire. We work with our main suppliers to offer better deals than our competitors while offering a significant financial savings to the fire department and ultimately the municipality. Being creative with social media and gathering a large customer base electronically is also a key contributor to our overall success.”
What has fueled your company’s growth and success over the past 20 years?
“Sad to say, but the events of Sept. 11, 2001, fueled a frenzy of spending in the fire service market. America recognized our first responders were ill equipped to respond and created the Assistance to Firefighters Grant Program. The initial amount that was budgeted from Congress totaled $880 million. The initial money spent by departments was for updating their personal protective equipment, such as SCBAs, turnout gear and other related important items. Each year since 2001, the funding has been cut accordingly. The AFG Program is being funded by more than $200 million this fiscal year.”
Do you have a business mantra?
“To be passionate: the best in every aspect of our business. To ensure our customers, vendor partners and employees experience excellence.”
From a business standpoint, who do you look up to?
“Successful people who get up each day, slug it out in business and stay grounded to what really matters.”
What was the best advice you ever received?
“My mom used to say, ‘Listen to your tummy. If it does not feel right, don’t do it.’ Amazing how true that is.”
What’s the funniest thing that ever happened to you in your career?
“Oh, so many over the past 25 years. Probably during the 15 years of domestic and international business travel. People are so interesting and funny, and that multiplies tenfold when you are at an airport. You see people at their best and also their worst.”
What do you like to do in your free time?
“We spend time together as a family – boating during the summer on Nagawicka Lake, RVing to vacation spots in the United States and Canada, and, of course, snowboarding during the winter.”
