Steel Cod Spotlight

Jon Beresford, VP of Sales for Steel Cod

Jon Beresford, VP of Sales for Steel Cod, joins Steel Cod Spotlight to share his perspective on building high-performing sales teams in a rapidly evolving industry. In this episode, he speaks directly to salespeople and appliance pros about earning trust, fixing communication gaps, and handling the unexpected with professionalism.

P.S. Did his father-in-law inadvertently turn him from son-in-law to appliance competitor...tune in to find out!

Garth Blackburn, Builder Sales for The Jarrell Company

Garth Blackburn of The Jarrell Company joins Steel Cod Spotlight to offer a rare dual-perspective on the appliance industry—builder sales pro and professionally trained chef.

In this episode, Anthony puts Garth in the hot seat with questions every appliance pro should hear — from building influence on the sales floor to earning trust after the sale, knowing when to splurge, and what separates a good rep from a great one.

P.S. Ever wonder what happens when a chef starts selling the tools they once cooked with? You’re about to find out.

Stephan Byns, Director of Sales for Midland Appliance

In this episode of Steel Cod Spotlight, Anthony Fors sits down with Stephan Byns, Director of Sales at Midland Appliance, for a wide-ranging conversation on what drives real success in the appliance industry. From showroom strategy to post-sale relationships, Stephan shares hard-earned insights for salespeople, field pros, manufacturer reps, consumers, and design influencers alike. Whether you’re guiding a customer, supporting a brand, or planning a kitchen, this episode delivers practical takeaways on building trust, avoiding costly mistakes, and adding real value at every stage of the process.

Plus, Stephan drops a hot take: laundry stylers might be one of the most underrated appliances out there.

Mike Rounds, General Manager for Appliance Gallery by Faucets N Fixtures

In this episode of Steel Cod Spotlight, Anthony Fors sits down with Mike Rounds—co-founder of Native Coast Appliance and now General Manager at Appliance Gallery by Faucets N Fixtures—for a wide-ranging conversation rooted in real experience from the showroom floor to the jobsite.

Mike shares practical advice for designers, salespeople, brand reps, and appliance pros alike—covering common myths, emerging trends, and what separates good from great at every level. Whether you’re new to the industry or looking to sharpen your edge, this episode delivers clear takeaways on building trust, avoiding costly pitfalls, and creating value that lasts.

Plus, find out why Mike and Anthony agree a steam oven is the one thing their kitchens are missing.

Matt Holmes, Vice President of Elica North America

In this episode of Steel Cod Spotlight, Anthony Fors sits down with Matt Holmes, Vice President of Elica North America, to explore what truly sets the brand apart. From long-term peace of mind for consumers to meaningful support for retail teams, Matt shares how Elica appeals to undecided shoppers, collaborates with design professionals, and incorporates feedback from pros in the field. Along the way, he highlights design-forward features that make Elica a favorite in modern kitchens—and even opens up about his dream appliance and the career advice he’d give his younger self.

Jennifer Idler, Principal & CDO at Idler’s Home

Jennifer Idler, Principal & Chief Development Officer at Idler’s Home, joins Steel Cod Spotlight to share appliance sales tips, shopping advice, and design insights. From avoiding shiny object mistakes to knowing what features are worth the splurge, Jennifer explains what separates a good salesperson from a great one—and how pros, designers, and manufacturers can all better serve today’s appliance shopper.

Stuart Stone, Chief Commercial Officer at The Royal Green Companies

With experience on both the manufacturer and dealer sides of the appliance industry, Stuart Stone, Chief Commercial Officer of The Royal Green Companies, brings a rare, 360° perspective to what makes this business tick. In this episode, Stuart and Anthony dive into what separates good salespeople and representatives from great ones — from building long-term relationships in a constantly changing industry to turning challenges in the showroom and in the field into opportunities for growth.

Dirk Leslie, Vice President, Appliance & Commercial Division at RH Peterson Co.

In this episode of Steel Cod Spotlight, host Anthony Fors sits down with Dirk Leslie, Vice President of the Appliance & Commercial Division at RH Peterson Co., the makers of premium outdoor living brands including Fire Magic, Real Fyre, American Outdoor Grill, and American Fyre Designs. Dirk shares what sets Fire Magic apart in a crowded grill market, how RH Peterson supports retail teams and design professionals, and the features that make planning and installation easier for builders and appliance pros alike. From addressing consumer pain points to helping close tough sales, Dirk breaks down how RH Peterson delivers long-term performance and partnership across every stage of the appliance journey. You’ll also hear a few personal insights — including Dirk’s dream appliance and the best professional advice he’s ever received.

Galen Bradford, CEO & Co-Founder at Induction Hardware

In this episode of Steel Cod Spotlight, host Anthony Fors sits down with Galen Bradford, CEO & Co-Founder of Induction Hardware, the bold new brand aiming to redefine modern cooking through all-electric, induction-focused appliances.

Galen shares how Induction Hardware is tackling safety, indoor air quality, and long-term performance by building products designed for a cleaner, more efficient future. He highlights what makes IH stand out in a growing induction market—from thoughtful design and installation-friendly engineering to reliable parts access and strong support for retail sales teams, builders, and service pros. Anthony and Galen also touch on the brand’s approach to aesthetics, availability challenges, the evolving role of ventilation with induction technology, and even tease IH’s upcoming outdoor lineup. And of course, Galen closes with his dream appliance and the best professional advice he’s ever received.