In this raw and brutally honest episode of Workiz Unplugged, we sit down with the industry’s most unfiltered voice—Mr. W—to unpack the toxic grind culture that’s burning out service pros and quietly killing their businesses. After decades in the trades, Mr. W is done glorifying hustle. He lays out exactly why working harder isn’t the answer, how smarter pros are scaling without sacrificing sanity, and what every contractor needs to change, right now.

Lorne Sederoff, VP of Channel Development at SearchKings, Canada’s leading Google and Microsoft advertising agency. With years of experience in digital marketing, Lorne is instrumental in crafting scalable, profitable lead generation campaigns for small and mid-sized businesses. He plays a pivotal role in connecting companies to their customers through innovative advertising strategies. Lorne is also the host of the popular podcast Stories From the Field and is passionate about exploring disruptive technologies. When he’s not driving digital marketing success, Lorne enjoys travel and a competitive game of ping pong.

Lucas Barra is the Head Coach and Co-Founder of All In Coaching, a San Diego-based coaching firm that helps entrepreneurs and sales professionals achieve their dream lives. With over a decade of experience in sales and coaching, Lucas has successfully guided countless professionals through the challenges of business growth and personal development. His coaching philosophy is rooted in personalization, integrity, and the belief that mindset is a critical driver of success.

Sophia Giordano-Scott is Co-Owner of Dryer Vent Superheroes of New Orleans and Marketing Content Manager, SEO Specialist, and Senior Editor at Brand J, Franchise Development Marketing. Specializing in search-engine-optimized content, she enhances the online presence of franchise systems, driving growth for various brands. Alongside her fiancé, she has built the thriving Dryer Vent Superheroes franchise over two years, embodying a dynamic partnership where she manages operations behind the scenes. Starting her career with an HVAC venture, Sophia later transitioned to B2B marketing for home franchises. Now focused on dryer vent cleaning, she leverages her expertise to grow her business and train other franchise owners, making her a valuable asset to the franchise community.

Barry Nix is the visionary Founder and CEO of Door & Gate Domination, a leading digital marketing agency serving garage door and gate contractors across North America. With over 25 years of expertise in digital marketing, Barry has revolutionized the industry through cutting-edge strategies in SEO, PPC, and social media. He is also the author of Garage Door Marketing Machine, empowering contractors to grow and dominate their markets. Barry is a proud University of Alabama alumnus, currently based in Dallas-Fort Worth, and enjoys painting, barbecuing, college sports, and traveling with his family.

Adi “Didi” Azaria, CEO of Workiz, the number one field service management software company. Didi is a seasoned Growth Hacker, Inside Sales Specialist, Startup Enthusiast, and Investor, bringing over 15 years of invaluable expertise to the conversation. With a remarkable track record that includes co-founding Sisense and leading Workiz as CEO, Didi has been instrumental in building business foundations from the ground up. Throughout his career, Didi has been a pioneer in driving sustained growth by assembling high-performing teams and embracing cutting-edge technology to propel his company forward.

Sandy Papavero is the Director of Sales and Marketing at CEO Warrior, with over two decades of experience as a certified Life and Mindset Coach. As a Master and Growth Advisor since 2022, she empowers home service companies to develop effective sales and leadership strategies. Having collaborated with industry giants like Tony Robbins and Chet Holmes, Sandy is dedicated to helping professionals and entrepreneurs unlock their full potential through transformative coaching and her proven 10 Step Strategy for boosting sales and profits.

Derrek Hofrichter, is a Business Coach, Trainer, and Leadership and Communications Specialist at SBE—Service Business Evolution LLC. He shares his expertise on overcoming limiting beliefs and unlocking your true potential. Derrek brings a wealth of experience from founding and growing a successful fitness coaching business to a team of 20. His background in communications and business ownership offers invaluable insights into inspiring and motivating teams to achieve their goals. Derrek brings insights from his unique journey and strategies for breaking free from self-imposed limitations.

Thomas Scott, CEO and Founder of Home Run Franchises, shares his franchising and entrepreneurship experience, highlighting franchising as a path to business ownership with decision-making freedom. He discusses the rise of young entrepreneurs and opportunities in niche services, emphasizing a culture of respect, fairness, and accountability. Scott also covers managing multiple locations with effective systems, aligning business goals with personal aspirations, the benefits of a flat rate system, and overcoming challenges like motivating franchisees. The episode concludes with insights on designing a fulfilling life and business.

Patrick Lange, Founder of the Business Modification Group, shares his journey from owning a financial planning company to becoming a business broker specializing in heating and air companies. He now helps these business owners sell their companies, understanding their unique challenges and assisting them with a proactive approach.