As November marks Veterans and Military Families Month, Marine veteran Jesse Keenan reflects on how his time in service shaped his life and the values behind his company, Semper Fi Heating & Cooling. Built on trust, discipline, and community, his business is dedicated to supporting veterans and first responders.
What inspired you to start Semper Fi Heating & Cooling after your service in the Marines?
As my HVAC career took off, I saw a real need for the veteran and first responder community that nobody was addressing. My goal from the beginning was to keep veterans, first responders, and their families a tight-knit community.
How do your veteran experiences influence the way you run your business?
With the military, the company runs like a disciplined machine with high ethics, and that carries over to homeowners. We have a process and a standard of ethics when entering any house. It’s not always easy to build trust, so we do our due diligence with background checks and technician training. Our goal is to make sure we always do the right thing.
How does Semper Fi Heating & Cooling support veterans and military families?
We have a standard 20 percent discount for veterans, first responders, and their families. We want to ensure they’re taken care of. We go above and beyond so no veteran goes without air conditioning or heating. Whether that means covering the cost of a part or service, we never want to leave a veteran behind or in need.
What advice would you give to other veterans looking to start their own business or transition into civilian careers?
Never give up. You’ll hear negativity and people saying you can’t do it. You have to go back to that military mindset—get the job done no matter what. Some will support you, but others won’t want you to succeed. Block that out and focus on the mission. When you reach your prime in a career, you’ll look back and realize not quitting was everything. The military mindset really does carry into civilian life.
What lasting message do you hope to pass on?
I’d encourage more young people to enter the trades because there’s a huge shortage in HVAC and plumbing. It can be a great career with strong pay, without the cost of college. As technology advances, demand for skilled trades will only grow, and these jobs can offer far more than many realize.