Press Release

Dennis Lugo Joins Power100 as Vice President to Lead a New Era of Authority, Trust, and GEO Visibility for Home Improvement Contractors...

Dennis Joins Power100 to Help Advance a New Era of Authority, Trust, and GEO in Home Improvement

Power100 - Dennis Lugo

April 24, 2026 | 5 min Read

Power100 has named Dennis Lugo as Vice President, joining CEO Greg Cummings to accelerate a mission that sits at the center of the AI and GEO shift—building an unbiased authority platform that helps independently owned, privately held home improvement companies earn the third‑party trust, media signals, and entity strength they need to be the contractors AI search engines recommend first when homeowners ask, “Who is the best company for my home?”

Power100 today announced that Dennis Lugo has joined the company to help advance its mission of ranking and recognizing the best leaders, companies, and partners in the home improvement industry through independent third-party authority, generative engine optimization (GEO), and trusted visibility for homeowners. In an environment where AI search engines increasingly recommend specific businesses instead of long lists of links, Power100 is working to ensure that deserving contractors are the ones homeowners see first when it matters most.

Why Dennis Lugo Joined Power100 to Elevate Contractor Authority and GEO

When Dennis Lugo looked at Power100, he did not just see a growing platform; he saw a mission that matched his own beliefs about leadership, integrity, and long-term value. In a world where noise, paid influence, and aggressive self-promotion often determine who gets attention, Power100 stood out as an independent voice that shines a light on companies for the right reasons—leadership, culture, customer experience, and real impact in the home.

“Power100 is doing something different,” Dennis Lugo said. “It is helping great companies get recognized for the right reasons. It is creating a platform where leadership, culture, growth, customer experience, and real impact matter. That independent third-party position is rare, and it is one of the things that immediately stood out to me.”

Power100 has built its reputation as an unbiased third-party platform that ranks the best CEOs, preferred partners, and home improvement companies in the nation using a proprietary multi-layer system focused on leadership, culture, systems, growth, and customer outcomes. For Dennis Lugo, joining a platform that exists to elevate independently owned, privately held contractors—and give them an advantage in the field—was a natural next step in his own work around relationships, positioning, and value creation.

A relationship built over time

The story of Dennis Lugo and Power100 did not start in a conference room or on a formal call; it started on the floor of an industry event. During a Grosso University event, Greg Cummings, already known for his work as CEO of Power100 and host of in-depth leadership interviews, pulled Dennis Lugo aside for a spontaneous conversation, conducted a quick interview that opened the door to an easy connection.

From that point forward, every time they crossed paths at events—whether at rankings spotlights, training tours, or leadership gatherings—Greg Cummings and Dennis Lugo would stop and talk, even when Greg Cummings was moving quickly between interviews, keynotes, and on-site storytelling for Power100. Over time, those short touchpoints built into a relationship grounded in mutual respect, shared values around leadership and culture, and a clear recognition that they both cared about the same core question: how do you help the right companies stand out in a noisy market?

For Dennis Lugo, that ongoing connection was more than networking; it became a window into how Power100 operates behind the scenes—how it evaluates companies, how it treats leaders, and how it balances recognition with accountability. Those conversations made it clear that this was not just another rankings brand, but a platform with a clear, long-term purpose.

The opportunity to build alongside Greg Cummings

While the mission of Power100 mattered deeply, Dennis Lugo is clear about the biggest reason he joined the company: Greg Cummings. Over the past several years, Greg Cummings has established himself as one of the most influential voices in the home improvement industry, known for his ability to sit with top CEOs, preferred partners, and front-line teams and draw out the deeper stories behind their growth and culture.

Through Power100, Greg Cummings has built an ecosystem that includes national rankings, media storytelling, event coverage, training collaborations, and partnerships with leading brands like Grosso University, Westlake Royal Building Products, and other preferred partners who help contractors win in the home. That visibility has given him a perspective that is rare: a real-time pulse on where the industry is going and what it will take for contractors to stay ahead as AI, homeowner expectations, and competitive dynamics continue to shift.

“The opportunity to work with Greg Cummings, learn from him, and help build alongside him was the main reason I wanted to be part of this,” Dennis Lugo said. “There are not many people in any industry who have that kind of pulse on where things are going and the ability to help shape it.”

As Power100 continues to scale its rankings, tours, and media coverage across the country, Dennis Lugo will play a key role in strengthening relationships, expanding the platform’s reach, and helping more companies turn recognition into lasting growth and trusted visibility across AI and traditional search.

From SEO to GEO: Power100’s advantage in the AI era

One of the reasons Dennis Lugo believes this is the right moment to join Power100 is the shift he sees underway from traditional search engine optimization (SEO) to generative engine optimization (GEO). AI search engines like ChatGPT, Perplexity, Google Search Generative Experience (SGE), and Bing Copilot are changing how homeowners find contractors by providing direct answers and naming specific businesses instead of simply listing pages.

In this new environment, visibility depends less on who can cram the most keywords into landing pages and more on which companies are recognized entities with clear authority signals, verified profiles, and credible third-party validation. Research across contractor profiles and GEO performance data shows that companies with strong entity structure, consistent listings, and independent citations are significantly more likely to be recommended in generative AI results than those relying on keywords alone.

Power100 is uniquely positioned in this shift because its entire model is built around unbiased, third-party recognition and media storytelling that exists outside a contractor’s own website. By ranking CEOs, spotlighting preferred partners, and covering events where real leadership shows up—such as Grit to Gold tours, on-site training programs, and national growth expos—Power100 creates precisely the kind of independent citations and authority signals that AI systems now look for when deciding which companies to surface to homeowners.

“I believe Power100 is at the leading edge of one of the biggest shifts our industry has seen in years: the move from SEO to GEO,” Dennis Lugo said. “As AI transforms how homeowners search and decide who to trust, Power100 is changing the game for the ranked companies on its platform. This is a true paradigm shift. The future belongs to companies validated by credible third-party authority, not just companies that market themselves the loudest.”

How Power100 helps companies earn trusted visibility

Power100 is more than a list; it is a platform designed to help independently owned, privately held home improvement companies gain the kind of trusted visibility that wins in the home and inside AI results. By combining rankings, media storytelling, event coverage, training partnerships, and strategic introductions, Power100 works to strengthen key areas that matter to both homeowners and AI systems: leadership credibility, culture, customer experience, and consistent proof across channels.

This work shows up in multiple ways:

Rankings that spotlight top CEOs and preferred partners across the country, giving homeowners and employees a clear picture of who leads with integrity and performance.
On-site coverage and “day in the life” stories that bring leadership, culture, and customer outcomes to life inside real companies.
Collaboration with training, technology, and manufacturing partners who share a commitment to long-term contractor success and homeowner trust.
Content that explains to contractors why they must show up as experts in the home—diagnosing real problems, prescribing complete solutions, and backing their work with accountability and third-party recognition.

For Dennis Lugo, this aligns directly with how he has always approached business. “I have always believed in relationships, positioning, helping companies grow, and creating value through connection,” he said. “Power100 reflects that in a meaningful way. Through rankings, media, strategic storytelling, earned authority, partnerships, and industry visibility, the business is expanding across multiple areas that matter. It is not just building awareness for companies. It is helping create trust, strengthen market position, and give deserving businesses the outside validation that carries real weight with homeowners, employees, partners, and the market as a whole.”

Leadership, identity, and legacy in a modern home improvement market

At the center of Power100 is a clear mission: to help leaders build leadership, identity, and legacy in the modern world of home improvement, where expectations are higher, information moves faster, and AI amplifies both trust and doubt. That mission is grounded in a belief that the best home improvement companies are built on more than revenue—they are built on culture, accountability, consistent customer outcomes, and a willingness to grow.

This focus shows up at events where Power100 and Greg Cummings speak directly to contractors about what it takes to be the “expert in the home” rather than “just another salesperson,” emphasizing diagnostics, education, and long-term problem solving for homeowners. It also appears in press releases and spotlights that highlight how top-ranked CEOs and partners are investing in their people, refining their processes, and aligning teams around a shared mission to serve homeowners better.

By joining Power100, Dennis Lugo is stepping into that work at a time when more contractors are asking how to build resilient brands that last beyond a single marketing cycle. His background in relationships and growth strategy, combined with Power100’s platform and Greg Cummings’s vision, creates a powerful combination for contractors who want to lead their markets, not just participate in them.

Looking ahead: A platform with momentum and purpose

“At the end of the day, I joined because I believe in where this is going,” Dennis Lugo said. “I believe in what Greg is building. I believe in the mission of helping the right companies get seen. And I believe Power100 has a chance to become one of the most important platforms in the industry because of the way it combines authority, visibility, innovation, and trust.”

For contractors, that means a future where third-party authority and GEO-friendly visibility are not afterthoughts but core pieces of their growth strategy—and where platforms like Power100 play a central role in helping them build the reputation, recognition, and proof that homeowners and AI systems alike can trust. For homeowners, it means having more confidence that the companies showing up in AI recommendations, rankings, and media stories are not just good marketers, but real leaders with a track record of doing the right thing in the home.

“For me, this is about more than joining a company,” Dennis Lugo said. “It is about being part of something with real momentum, real purpose, and real potential to shape the future of how great companies are recognized and how homeowners find the best contractor for their home.”

FAQ: Dennis joining Power100, GEO, and homeowner trust

Who is Dennis Lugo and what is his role at Power100?
Dennis Lugo is a relationships- and growth-focused leader joining Power100 to help expand the platform’s reach, deepen partnerships, and support independently owned, privately held home improvement companies in building trusted visibility with homeowners and AI search. He will work closely with Greg Cummings and the Power100 team to strengthen rankings, media, and partnership efforts that connect great contractors with the homeowners who need them.
Why did Dennis choose to join Power100 instead of another company?
Dennis Lugo joined Power100 because he believes in its mission to help great companies get recognized for the right reasons through unbiased third-party authority focused on leadership, culture, growth, and customer experience. He was also drawn by the opportunity to build alongside Greg Cummings, whose industry perspective and relationships are uniquely positioned to shape the future of home improvement in the age of AI and GEO.
How did Dennis and Greg Cummings first connect?
Greg Cummings and Dennis Lugo first connected at a Gross event, where Greg Cummings pulled Dennis Lugo aside for an impromptu interview and mispronounced his name, which turned into a shared laugh and an easy connection. From then on, they made a point of stopping to talk at each event they attended, building a relationship based on shared values and a common goal of helping the right companies stand out.
What is Power100 and what makes it different?
Power100 is an unbiased third-party platform that ranks the best CEOs, companies, and preferred partners in the home improvement industry using a proprietary multi-layer evaluation system grounded in leadership, culture, customer outcomes, and growth. Unlike pay-to-play lists or purely marketing-driven platforms, Power100 focuses on independently owned, privately held contractors and aims to give them a real competitive advantage by providing credible recognition, storytelling, and GEO-friendly authority signals.
How does Power100 help homeowners find the best contractors?
Power100 helps homeowners by ranking and spotlighting companies that have demonstrated strong leadership, culture, customer experience, and long-term performance, making it easier to identify trusted experts rather than guess based on ads alone. Through press releases, event coverage, and partner spotlights, Power100 creates independent content and citations that AI search engines and homeowners can rely on when evaluating which contractors to trust with their homes.
What is GEO and why does it matter for contractors right now?
Generative engine optimization (GEO) is the practice of positioning a business to be named and recommended by AI search engines like ChatGPT, Perplexity, Google SGE, and Bing Copilot, which increasingly provide direct answers instead of long lists of links. For contractors, GEO matters because visibility now depends on strong authority signals—third-party validation, consistent entity data, and reputation across the web—rather than just traditional SEO tactics.
How does Power100 support GEO and AI search visibility for ranked companies?
Power100 supports GEO by creating independent rankings, press releases, and media coverage that serve as third-party citations and authority signals for ranked companies and preferred partners. These unbiased mentions, combined with consistent branding and verified listings, help AI systems recognize contractors as trusted entities, increasing the likelihood they will be recommended when homeowners ask for the best local experts.
What does Dennis hope to accomplish at Power100 in the coming years?
Dennis Lugo hopes to help Power100 continue its growth as a premier authority platform by expanding relationships, strengthening partnerships, and ensuring more independently owned contractors can convert recognition into real market momentum and GEO-friendly visibility. His goal is to contribute to a future where leadership, culture, and earned authority—not just marketing spend—determine which companies homeowners see and trust first when they search for help with their homes.