Martin Tirado believes that it is time to level up!

Martin grew up in Wisconsin, where winter doesn’t ask permission. But his first profession had nothing to do with plows and salt: he worked in urban and regional planning. He eventually found his way to SIMA, working his way up to CEO, only the second person to hold that role in the organization’s history.

Martin describes SIMA as a community of professionals: companies and leaders who work tirelessly to keep properties safe, open and functioning when winter hits. In Martin’s eyes, the  biggest value of membership in SIMA is simple: “you can do more as a group, than you can alone.” One of the areas that this is especially true is in training and education: SIMA has been working to raise the standards of the industry for everyone’s benefit.

“Growing up in rural Wisconsin, life was a lot slower” reminiscences Martin. “Grocery stores were closed on Sundays, there was no next day delivery, and people generally had lower expectations for the speed of services.” 

But times have changed: we are now in a 24/7 economy, and after a storm, people expect bare pavement – and they expect it now. Martin emphasizes: “think about hospitals and clinics: if a storm drops two feet of snow, does the world just stop? Do ambulances wait? Do patients stay home? Snow and ice management isn’t just a convenience – it’s part of critical building services that keep the economy and public safety moving.”

Martin points out that contractors could be operating multiple pieces of $100,000 equipment. “These contractors have to manage their supply of materials, their people and make sure they stay profitable whenever their services are or are not called. They are dealing with climate change and unpredictable weather - sharper swings, tougher planning. That’s why SIMA offers training to help them price jobs properly with production rates, provides templates for contracts, and builds a community with like minded people.”

“Too many property owners treat snow services like a gamble: they cut coverage, chase the cheapest price, and hope that winter isn’t too bad. And this is especially risky at a time when the weather is more volatile than ever.” 

Another challenge that Martin noted is rising costs: insurance premiums are higher, and equipment prices have increased.

With baby boomers retiring, there is a new wave of people who want control over their future through entrepreneurship. They want work that feels real – work that’s outdoors. Work that doesn’t disappear because an app updates. Snow and ice, Martin argues, is essential, and essential services don’t go away.

He’s also excited about technology: better software for estimating, smarter equipment, automated salt application and even robotics. The work is getting more efficient and more professional, and the industry is leveling up fast.

Thank you Martin.

Visit SIMA.org and its Resource Center for free sample contracts, standards, product rate guidance and downloads.