Due to the unexpected dip in business, The Geiler Company was forced to lay off thirty staff members at the start of the lockdown; however, most of these employees have been hired back. Despite these initial layoffs, the company has been ahead of the curve in terms of receiving information about the virus and lockdown regulations.
“One of my daughters is an attorney for a very large law firm in Cincinnati, and she was in charge of the COVID response for her firm. We were very fortunate in that we were getting updates [from her]. The other thing is, my mother [Dr. Nancy Blades Geiler] is a retired physician, so she understands all of this,” Reid notes.
The Geiler Company relies on its reputation for good work and a strong online presence to attract clients. That reputation goes back to 1885 when it was launched in Cincinnati. “The founder was Charles Geiler. He would be my great-great-uncle. My great-grandfather was his brother, who joined him two years after the company was founded. Eventually, Charles decided to leave the business and gave it to his brother. My grandfather took it over from him then my father took it over,” Reid explains.
Plumbing was the focus at first. This meant more than just fixing leaky water pipes, however. The company also worked on steam and hot water systems, infrastructure that was particularly important in the nineteenth century.
Under the guidance of Reid’s father, Jack, the company was modernized and expanded. Jack Geiler served as an air force flight engineer during the Second World War, and after his discharge, he applied lessons learned in his military service to the family business. Realizing the importance of good communication, for example, Jack installed two-way radios in company vehicles which was a pioneering move at the time. The company branched into new areas, including process piping, refrigeration, and HVAC work. He also expanded its service department.
For his part, Reid says he “grew up with the business.” When he was eight years old, his grandfather paid him a quarter to wash the company’s windows on weekends. He worked at the plant during the summer when he was fourteen, sweeping floors, taking out the garbage, and other menial tasks. A few years later, he worked on job sites with company plumbers. He attended college in Kentucky then earned an MBA at Xavier University in Cincinnati, all the while working at the family firm during the daytime.
Being a family-run business with a tradition of passing on ownership to the next generation “helps us to understand the people who are working for us, and that’s very important,” he says.
He says the plan is to keep the company within the family for the foreseeable future. He ascribes its remarkable longevity to “luck and commitment.” According to Reid, his grandfather
decided to remain in Cincinnati when the rest of his family moved to San Diego. By staying behind, his grandfather was well-positioned to purchase the company when the opportunity arose in the 1920s.
Reid’s mother, Dr. Nancy Blades Geiler, has the controlling shares of stock in the company. Thanks to her presence, The Geiler Company is a certified woman-owned business, and having certification as a Women’s Business Enterprise (WBE) “helps somewhat,” in terms of getting contracts “but is not the predominant reason people use us,” says Reid. The main reason is “because we’re competitive and do quality work and people know we’ll be here next week. [We offer] stability.”
It also helps that company has a solid reputation for doing excellent work on projects big and small. Over the decades, it has worked on several prominent landmarks in the Cincinnati area, including Riverfront Stadium and the 580 Building of high-rise apartments.
In-the-field work is complemented by an emphasis
on customer support and round-the-clock emergency services. This union shop has connections with locals representing plumbers, pipefitters, and mechanical equipment service specialists. Having a unionized staff ensures that frontline workers are reliable, reputable, and skilled, and these positive attributes also help bring in business. “We do a lot of renovations because we have a more highly-skilled labor force than a lot of our competitors. A lot of them shy away from that type of work, but we embrace it,” states Reid.