Chairman, president and CEO
Generac | Town of Genesee
Aaron Jagdfeld is chairman, president and CEO of Generac and is credited with leading the Town of Genesee-based company’s transformation from a manufacturer of backup generators and engine-powered products into a global energy technology company.
Jagdfeld became president in 2007, was appointed CEO in 2008 and was named chairman in 2016. Known for its home standby generator, Generac has grown under Jagdfeld’s leadership to a $4 billion company with a diversified portfolio of energy products and solutions. Generac had 8,600 employees as of 2023.
Jagdfeld has been influential in expanding the company into a global designer and manufacturer of energy technology solutions and other power products, including clean energy, connected devices and industrial solutions. In 2024, Generac acquired Ageto Energy, a Colorado-based company that makes microgrid controllers that optimize and manage conventional energy resources, renewable energy resources and electrical vehicle chargers.
Jagdfeld started at the company in 1994 in the finance department and was appointed chief financial officer in 2002. Before joining Generac, Jagdfeld worked in the audit practice of the Milwaukee office of Deloitte & Touche.
Jagdfeld is a member of the board of directors at Summerfest producer Milwaukee World Festival Inc.
Education: Bachelor’s, University of Wisconsin-Whitewater
2022 Wisconsin 275 Profile
Manufacturing
President and CEO
Generac | town of Genesee
Aaron Jagdfeld was named president and chief executive officer of Generac in 2008 and has since led it to become one of the fastest-growing manufacturers in the state. The Town of Genesee-based maker of generators has roughly 9,600 employees company-wide, a little over a third of whom are based locally. Thanks to strong demand for its residential home standby generators in recent years, Generac is on target to do more than $5 billion in net sales this year.
Education: Bachelor’s, University of Wisconsin-Whitewater
What was your first job, and what did you learn from it?
“My first job was working for the Milwaukee Journal-Sentinel at their branch office in Hartland ‘subbing’ papers, which is the process of putting together the different sections of the Sunday morning edition – from the comics to the classified ads, etc. We would receive deliveries beginning Friday and through the weekend culminating in the final assembly process beginning at 1 a.m. on Sunday mornings. It was my first real exposure to business and really helped me to understand the importance of working hard and finding ways to be efficient – particularly as we were paid on a piece rate basis. The more papers you could put together, the more you could earn. Really a great ‘first’ job that I have fond memories of to this day.”
What are some of your favorite destinations/places to visit?
“Pelican Lake, Wisconsin. My wife’s family has had a place on the lake for nearly 70 years and it’s just a great place to unwind, disconnect and de-stress.”
What’s your hobby/passion?
“I don’t really have many with one exception – I’m a nerdy AFOL which stands for Adult Fan of Lego. I grew up in the 1970s and 1980s putting together Lego sets and building just about anything I could think of. I spent an enormous amount of time as a kid building and the creativity that it sparked was amazing. Today I still enjoy building – I use it more as a way to relax now, but I still really enjoy taking an idea and trying to make it come to life with those magical little bits of plastic.”
What is your favorite Wisconsin restaurant and what do you order there?
“Ristorante Bartolotta in Tosa. My wife and I are big fans of all things Italian – the food, the wine and the atmosphere there make us feel like we are in Italy!”
What was your first car? How long did you drive it for?
“A 1981 Mercury Capri with T-tops. I bought it used when I turned 16 and drove it all the way through college, putting more than 200,000 miles on it.”
If you could take a one-year sabbatical, what would you do?
“I would spend it learning photography and trying my hand at creating some great pictures!”
What’s the toughest business challenge you’ve had to overcome?
“The transition from a founder-owned and led company to a private equity-owned and operated company. Our founder, Bob Kern, sold the company to a New York private equity firm in late 2006 and it took our team and me personally some time to adapt to a completely different approach to business. It was a difficult transition, but in the end, I believe it was the catalyst for the company we have become today.”
What advice would you give to a young professional?
“Understand that success is earned in almost every situation/company. Working hard is only part of it – learning the business you are working in is absolutely critical to your ability to make an impact. Learn everything you can about the company’s products, its customers, its markets, its suppliers, its operations, etc. and it will give you the knowledge you need to truly make a difference.”
What is one thing you would change about Wisconsin to make it even better?
“Make the winters milder and shorter!”
As you enter your office, what would you choose to be your walk-up or theme song?
“AC/DC’s Thunderstruck – I can’t think of a better song to help get me energized about the day ahead!”