The Air Conditioning Contractors of America (ACCA) has appointed Dr. Laura Demarse as its new Chief Executive Officer, marking a significant transition for one of the HVAC industry’s most influential organizations. Demarse assumes the role after an extensive national search, succeeding Bart James, who led ACCA from March 2019 through June 2026.

Who Is Dr. Laura Demarse?

Demarse brings substantial workforce development expertise to the position, though she comes from outside the traditional HVAC contractor background. Most recently, she served as Vice President for Future of Work at the Charles Koch Foundation, where she focused on skills transformation across higher education, private industry, and philanthropy sectors. Before that role, she spent time at Ford Motor Company, where she directed workforce development initiatives and led the STEM Office for Outreach and Engagement.

Her most notable achievement is founding the Accelerate to Industry Program (A2i), a workforce development model now operating across more than 30 institutions worldwide. This program has earned recognition through multiple prestigious awards, including a National Science Foundation grant and the 2019 NAGAP Exemplary Programs Award.

Why Workforce Development Matters Now

The HVAC industry faces a critical technician shortage, a challenge that has become increasingly visible to homeowners seeking service calls and repairs. By selecting a leader focused on talent pipeline development, ACCA signals its commitment to attracting and training the next generation of skilled workers. Demarse’s experience building bridges between industry needs and educational institutions positions her to expand career pathways into technical trades.

According to ACCA chair Kurt Hudson, the search process initially targeted candidates with direct contractor experience. However, the selection committee recognized that association-level expertise and industry transformation knowledge proved equally valuable. How contractors build their operations and grow their businesses depends heavily on industry associations that set standards and advocate for favorable conditions.

What This Means for HVAC Shoppers

For homeowners shopping for HVAC services or equipment, Demarse’s appointment suggests the industry is preparing for expansion and modernization. When industry leaders prioritize workforce development, it typically translates to more qualified technicians entering the market. This increased talent pool can lead to faster service appointments, better installation quality, and improved customer service across the board.

The timing is also significant given ongoing market dynamics. HVAC price increases have impacted buyers recently, and a stronger pipeline of trained professionals could help stabilize costs by increasing competitive capacity among contractors.

Additionally, consumer experience often improves when contractors can attract and retain skilled employees. Demarse’s background suggests ACCA will focus on professional development, certification standards, and career advancement opportunities within the HVAC trades, ultimately benefiting customers who rely on contractors for installations and maintenance.

The Transition Plan

Martin Hoover, a former HVAC contractor, served as interim CEO while the organization completed its search process. Hoover’s deep industry knowledge has helped orient Demarse to ACCA’s priorities and operations. She has already begun her onboarding process and is familiarizing herself with the association’s current focus areas and strategic initiatives.

Hudson praised Hoover’s temporary service, noting that having an experienced industry insider in the interim role provided stability during the leadership transition. This thoughtful succession planning suggests ACCA is managing change carefully, minimizing disruption during a critical period for the organization.

Industry Leadership and Change Management

Demarse’s appointment reflects a broader trend in association leadership: bringing outsider perspectives to drive industry evolution. While she lacks HVAC-specific background, her track record at Ford demonstrates her ability to quickly master new industries. At Ford, she connected technician talent needs with education partners, building career pathways in automotive manufacturing, a model that translates well to HVAC sector challenges.

The HVAC industry is evolving rapidly due to technological advances, refrigerant regulations, and the growing demand for energy-efficient systems and heat pump installations. Maintenance knowledge and best practices increasingly require advanced training, reinforcing the need for strong workforce development infrastructure that Demarse’s background emphasizes.

Looking Ahead

ACCA’s selection of Demarse sends a clear message that the association plans to invest in human capital and industry growth. For HVAC shoppers, this means a potential improvement in service availability, technician quality, and overall market competitiveness. As the industry addresses its workforce challenges under new leadership, homeowners and businesses seeking HVAC solutions can expect a more robust market supported by professional development and higher standards across the contractor community.