The Leadership Engine: Train Hard, Improve Daily, Stay Humble

Lifetime Home Remodeling’s growth story is built on a leadership mindset that prioritizes effort, skill-building, and consistency over shortcuts. Svedin traces that mindset to an early principle that still drives how he leads teams today: “Hard work beats talent.”

Inside the company, that belief shows up as continuous improvement, structured training, and a daily focus on making the team better—not just making sales. As Svedin puts it, “We’re focused on helping our team grow and succeed.” To support this vision, Lifetime created a Field Marketing Academy, a comprehensive two-week training program that runs monthly for new team members. “Every person coming in here to start knocking on doors or meeting members at Costco warehouses will understand the business with a deep understanding of how it works and why we do it,” Svedin noted. The program covers everything from product knowledge on windows, siding, roofing, and bath solutions to sales techniques and the production process, ensuring every team member can deliver exceptional service.

Kelly Shearer, HR Director who joined from Target two and a half years ago, emphasized the company’s commitment to growth: “We’ve been able to completely build a new onboarding, training, and development program to focus on team members’ growth so that when they come in, that’s not the position they’ll be in forever. There’s a future and long-term growth opportunity here at Lifetime.”

A Marketing Machine That Meets Homeowners Where They Live

While many companies rely heavily on digital leads alone, Lifetime Home Remodeling has built a reputation around field marketing and real-world presence. The company conducts an astounding 700 event days per year across its markets—hosting homeowner education events at farmers markets, wine tastings, home shows, and retail locations like Costco warehouses. “In Phoenix this weekend, we have seven events,” Svedin explained. “There’s a wine event, there’s a farmers market. We just had a home show.”

This strategy does more than create leads—it creates feedback loops. When a brand interacts with real homeowners every day, leadership gets faster insight into expectations, objections, and where training needs to improve.

Employee Voices: From Installers to Directors

The proof of Lifetime’s people-first culture is evident in the stories of team members who have built careers, not just jobs. Javier Pena, Director of Field Operations, started as an installer nine years ago. “I had a motorcycle accident and messed up my body,” Pena recalled. “I told them I was going to go looking for a project manager role, and they said, ‘You’re going to come with us—you don’t have to look for a job anywhere else.'” Pena’s journey took him from siding project manager to quality assurance manager to director of windows, and finally to his current leadership role overseeing all field operations.

“Work hard and always go above and beyond because it’s the small things that count,” Pena advised. His story is not unique at Lifetime. Richard Daskam, Sales Supervisor with nine and a half years at the company, was drawn to Lifetime through its partnership with Stout Street Foundation, a Denver therapeutic community that helps people recover from addiction. “A lot of the talent that we have in this company has come from that foundation over the years,” Daskam shared. “Key players in big roles in the company.”

Rick Silver, Director of Sales, who came from 12 years at Renewal by Andersen, described what attracted him to Lifetime: “It’s a real family feeling coming in here. That was the first thing I noticed when I walked through the doors—how happy everyone was, how everyone was willing to give a helping hand.” After joining, Silver was even more impressed: “My onboarding was spectacular. I had two weeks where I was scheduled every hour of my day meeting with different people to learn my job.”

Krista Baker, Regional Administrative Director with nine years at the company, summed up the culture simply: “Peter’s such a great leader. He is really involved in the day-to-day, and the entire team kind of feeds off of it. We all want each other to win. It’s a very positive atmosphere, and even when it’s challenging, we all have each other’s back.”

Expansion with Standards: Strategic Growth into San Diego

Power100 is highlighting Lifetime’s approach to expansion because it is rooted in preparation, not hype. Svedin’s vision for 2026 includes strategic expansion into high-potential markets. The company is launching operations in San Diego, California, taking over a 20,000-square-foot warehouse and showroom facility in Carlsbad. “San Diego has an average home that is affluent,” Svedin explained. “We sell products that fit really good in these kind of homes. We are very used to work in stucco because we have an office as you know in Phoenix Arizona. And the market was open and Infinity needed some help fill Costco stores.”

This is where leadership discipline matters most: expansion tests whether a company can replicate customer experience, field training, and project management across new teams and new markets. To ensure success, Lifetime deploys its best people. “We’re going to take people from our current operations in Denver and Phoenix to San Diego,” Svedin said. “We have a brand new team in San Diego. Our family is growing.” The company will fly out its director of field marketing, top field marketing representatives, operations leaders, and customer experience staff for four weeks of intensive training in February to replicate the culture and excellence that defines Lifetime.

Josh Coffey, Vice President who joined two and a half years ago from big box and large remodeling companies, explained what sets Lifetime apart: “The leadership of a business is what really dictates how successful and how much favour a company is going to have, and with Peter Svedin, you get that.” Coffey emphasized that Lifetime is always forward-thinking with technology, people, and resources: “We’re not a top-down approach. Our business is really focused on asking the people doing the work every day. If I need a question answered about an installation, I’m going to ask the installer who works tirelessly to install that product.”

Rebrand Clarity: One Vision, One Brand, One Promise

In a bold strategic move, Lifetime recently completed a comprehensive rebrand, consolidating its previously fragmented brands—Lifetime Windows and Siding, Lifetime Roof & Solar, and Lifetime Bath and Shower—under one unified identity: Lifetime Home Remodeling. “My marketing department came to me and said, ‘Peter, you’ve been trying to build three, four brands at the same time. It’s very fragmented. People that get buys a bathroom for you one day does not know that you sell windows and doors as well because you were doing commercial for three different companies technically,'” Svedin recalled.

Working with a brand agency in San Diego (ironically, where the company is now expanding), Lifetime developed a cohesive brand identity that reflects its mission to be a household name nationwide. When asked what kind of vehicle the brand should represent, the team responded, “An S-class Mercedes smoothed with a Raptor Ford 150”—luxury and ruggedness combined, perfect for Colorado’s climate and lifestyle.

The rebrand reflects Lifetime’s commitment to being a one-stop solution for homeowners. “Homeowners really do like to work with one company,” Svedin explained. “They trust us. They know the quality, they know the brands we carry, they know we don’t put subpar quality into their home as far as the brands that we choose to partner with as well as our craftsmanship.” On the public side, Lifetime’s positioning reinforces that idea: premium project management, vetted partners and installers, and a “start to finish” remodeling experience designed to reduce stress for homeowners. The company’s customer promise is summarized in its own words: “It’s not just a remodel — it’s a Lifetime Home Remodel.”

Giving Back: More Than a Business

Lifetime Home Remodeling believes real leadership shows up in the community—not only in the office or on the jobsite. The company raised over $164,000 at its annual charity golf tournament, now in its third year, benefiting local nonprofits. What truly sets Lifetime apart is its extraordinary commitment to community engagement and corporate responsibility.

The company helps sponsor Firefly Autism, a Colorado-based nonprofit focused on empowering autistic individuals who face access barriers through personalized programs and supportive community connections. Firefly Autism’s approach includes individualized behavioral plans and instructional goals, and it emphasizes a person-centered model in its Applied Behavior Analysis (ABA) services using assent-based and values-based practices.

CEO Peter Svedin explains the “why” behind this kind of commitment: “I believe in living in abundance. The more we help the community we serve, the more we grow and live abundantly.” This philosophy manifested powerfully during COVID-19, when Lifetime donated a portion of every window sale to Food Bank of the Rockies to help feed families in need. The company also supports the Veterans Community Project of Longmont, providing roof and solar supplies for homes in a veterans’ community.

Lifetime’s partnership with Stout Street Foundation provides employment opportunities for individuals recovering from addiction, offering them a pathway to rebuild their lives through meaningful work. Ben Buckley, Content Marketing Specialist who joined straight out of college two and a half years ago, said he chose Lifetime specifically because of its community work: “It actually was all the community work that got me involved. I got my degree in public relations, so that was my original career path. When I was looking into the stuff that they did, there was a lot of Food Bank of the Rockies work, the Stout Street program. There’s just a lot of good stuff that I felt like it was a good great company to work for.”

In Power100’s view, community sponsorships like Firefly Autism reflect a legacy mindset—building a company that grows by lifting others, not just by winning transactions.