About Our Company

Mission Statement
Meet our Staff

Mission Statement

    Our mission is to provide top-quality pool heating and energy products.  We believe our first responsibility is to the customers who use our products.  We will provide these products at the lowest possible cost to the end user. In carrying out our day-to-day business we strive to treat our associates with respect & integrity and follow the philosophy that our customers deserve the best. Through a long-term commitment to this mission, we will be known as a company that provides the highest quality, best service and strongest warranty for the best price. This reputation will establish Solar Direct as the customer's number one choice in pool heating and energy products.
    Solar Direct has been in the energy business since 1986. In its earlier years, the company specialized in high technology niche energy products. Some of these included geothermal heating and cooling and NASA developed heat pipe dehumidification systems. Projects included many installations for high profile government, commercial and prestige homes. In the early 90's, the company's focus shifted to swimming pool heating.  Other product lines included solar energy for heating water and producing electricity, plus other pool and energy related items.
    The company's home office is located in Bradenton Florida. The manufacturing facility is located in Clearwater Florida, with distribution points throughout the US. Solar Direct is the one-stop source for all of your Solar, Pool Heating and Energy-related requirements.  We offer free design engineering, worldwide shipping of do-it-yourself kits, as well as complete installation services
Our Staff
  • Dale A Gulden, CEO and Director of Marketing   Dale graduated from Indiana State University with a degree in Business Marketing and Economics.  In 1978, he relocated to Florida, and pursued a career in sales and sales management with several local solar energy companies.  He joined the company in 1986 as Sales Manager, and in 1988 became the Chief Executive Officer and Director of Marketing.

    "I spend most of my time educating consumers.  One of our main goals is to be sure that we provide the customer with the knowledge to choose the correct product to meet their needs."
  • Kirk Maust,  COO and General Manager   Kirk received a Mechanical Engineering degree specializing in Thermal Engineering and Solar Technologies from Pennsylvania State University in 1981.  After graduation he moved to Florida to manage the solar division of a heating and air conditioning firm.  In 1986 he formed the existing company under the name Energy Equity, which was soon after renamed Solar Direct.

    "Years of in-field experience have taught me to continually search out top-quality materials and products.  I've learned over the years that doing it right the first time not only saves money, but it makes for happy customers."
  • Sheila Gulden, Operations Manager   Sheila joined Solar Direct in 1996 as the Assistant to the General Manager.  She has a comprehensive knowledge of the operations of the company, including back office logistics, warehouse and fulfillment, and finance.  In 2000, Sheila was promoted to Operations Manager.  She has also recently received her Business Administration degree from Keiser College.

  • Cindy Lemery
    Executive Assistant

  • Rex James
    Product Solutions Specialist

  • John Ervin
    Product Solutions Specialist

  • Chris Biczynski
    Product Solutions Specialist

  • Larry Denson
    Product Solutions Specialist

  • Balazs Czakany
    Warehouse Supervisor

  • Frank Heddings
    Service & Installation Assistant Manager

  • Richard Sullivan
    Warehouse Assistant Manager

  • Dalila Montalvo

  • Daniel Sanchez
    Order Entry

  • Paul Bland
    MIS Director

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