Rising above the crowd

Dallas welcomed nearly 600 HVAC&R professionals to celebrate the theme “Lone Star leadership” at the 21st annual Women in HVACR conference. I arrived ready to connect, learn, and embrace a bit of Texas flair. The energy was palpable, and the gathering felt less like a conference and more like a movement.  

Here’s my journey through the event, where cowboy boots, powerful stories, and purpose-led conversations painted a picture of what it means to “rise above the crowd.” 

First impressions and cowboy boots 

From the moment I walked into the conference venue at the Dallas Renaissance Hotel, it was clear the Texas spirit was alive and well. The first thing I noticed was the cowboy boots – they were everywhere! Nearly every other person wore a pair of genuine, knee-high cowboy boots in every colour imaginable, perfectly aligning with the conference’s cowboy boot motif. Standing proudly in the lobby next to the reception desk was a giant, silver-gilded cowboy boot, complete with spurs and adorned with decorative buckles and embellishments. The Texas theme was loud and proud. 

Many of these boots were paired with cowboy hats, each uniquely adorned with pins, feathers, or cards as part of a fun attendee icebreaker activity. I had reluctantly skipped the hat-decorating event, worried about squeezing a new cowboy hat into my already limited luggage space. Though I passed on the hat decorating, I eagerly joined the networking and picked up some line-dancing moves – ones that, as promised, would come in handy at the gala the next day. 

The welcome reception was themed in blue and white, which was easy enough to follow (denim is blue!), so you instantly felt like you belonged with this tribe. Each conference ticket included two drink vouchers, but the hotel bar staff may have underestimated just how thirsty line dancing and hat decorating can make you, because the line for drinks was ridiculously long!  

Abandoning the bar, we headed out onto the deck to enjoy the beautiful sunset instead. Groups had already started forming, with people catching up and eagerly meeting others. We met a few attendees in the way you often do these days – by asking or being asked to take a photo. Conversation sparked over our accent (Aussies always stand out) and soon enough, we were sharing stories and soaking up the evening’s energy. 

Confidence is not rocket science 

Maureen Zappala, a former NASA propulsion engineer and expert on imposter syndrome, delivered a keynote titled “Confidence Is Not Rocket Science: How to Overcome the Self-Doubt of Imposter Syndrome.” She began by outlining common symptoms of imposter syndrome, such as attributing success to luck, fearing exposure as a fraud, and feeling undeserving of achievements.  

As she described these feelings, it resonated deeply with many attendees, myself included (it felt as though she’d been reading from my personal journal). True to her engineering background, Maureen presented a structured, three-step solution with the acronym ‘Tri-C’:  

• Capture self-doubting thoughts as they arise 

• Cross-examine them for validity 

• Counteract them with positive affirmations and constructive self-talk. 

Maureen also encouraged us to embrace our own unique “dot,” representing our sense of self. She reminded us not to compare our “dots” to others but to look after and appreciate our own. Her insights provided practical tools for navigating imposter syndrome, empowering us to recognise and celebrate our achievements and capabilities. 

Pursuing purpose 

Amanda Brinkman’s keynote session was something of a turning point for me. She tackled the idea of “purpose” in a way that felt both accessible and profound. Purpose, she explained, isn’t some elusive thing; it’s embedded in how we choose to live, show up, and support others daily. She spoke passionately about small businesses and their role in strengthening communities, a message that resonated deeply. Her advice? Rather than waiting for purpose to strike, embrace what you’re already good at and amplify it. 

Amanda’s words on contentment struck a chord, too. She urged us to seek fulfilment through simple interactions and to see our lives as they are, without the filter of comparison. Her perspective on positivity as an active choice was a grounding reminder: true happiness comes from cultivating contentment and valuing our contributions, big or small, in shaping the world around us. 

The peak of cowboy chic  

The conference’s main formal event was the gala night themed “Cowboy Chic,” and it was every bit the Texas party you’d expect. Awards were handed out and attendees line-danced, laughed, and celebrated. One of the big announcements was the $100K donation from Synchrony, marking the start of a powerful partnership that promises lasting impacts on the lives of women in the trades. It was a fitting highlight to an event that had been a blend of personal growth, professional development, and unapologetic fun. 

The perfect storm of opportunity 

The sponsor expo was a lively mix of HVAC manufacturers, social media and marketing experts, business coaches, software developers, and finance companies eager to support contractors in helping homeowners upgrade HVAC systems and access US government Inflation Reduction Act energy efficiency rebates. I made a point to talk to as many vendors as possible, recognising that sponsors play a huge role in making events like these possible.  

Even though my business is based in Australia – making future interactions with most of these companies unlikely – I was genuinely interested in learning about each one. Major names like Trane and Mitsubishi were familiar, but other businesses presented fresh perspectives on how they support and elevate the HVAC&R industry and possible directions the industry might take in Australia.  

What I didn’t anticipate was the level of generosity at each stand. Nearly every vendor seemed determined to load me up with their latest branded merchandise, despite my protests: “You’ll need a travel blanket for the flight home, right?” (Yes … I did get cold on the way over, so thank you!), or, “Would you like a clear toiletry bag?” (That would be handy next time I go through airport security), or even, “Need a backpack to carry your laptop?” (Not really, as I already have one, but that is a nice compact bag …). By the end of my rounds, I was fully outfitted! I was more than a little concerned about how I’d fit everything in my luggage.  

In the end, I resigned myself to the idea that my husband and I might need to wear our boots as well as any bulky clothing home just to make space for all the giveaways. The warmth and enthusiasm from each sponsor added a memorable touch, making it clear just how invested they are in supporting the industry and connecting with each attendee. 

Finding unity in diversity 

I came to see just how diverse the roles in HVAC&R truly are, and by the end of the conference, I fully appreciated the strength and power of uniting women from every corner and facet of the industry. I met people from technical engineering roles like my own, as well as trade contractors, HVAC&R equipment suppliers, business and practice software developers and salespeople, marketers, business coaches, and, of course, HVAC&R business owners – from small operations to large companies managing hundreds of contractors across multiple states. All were deeply committed to the industry and, more importantly, eager to help advance the success of women in the field – even those from competing organisations. 

In my experience, the HVAC&R industry often goes unnoticed or underappreciated until you find yourself in it, but here was a community of women who not only loved the work they do but were thriving in it. Their shared mission extended beyond individual success; it was about encouraging everyone to be their best self and achieving success through the success of others. With so many women thriving and building community in this field, I am hopeful that the HVAC&R industry won’t remain an accidental well-kept secret as a rewarding career for women much longer (if you build it, they will come). 

The conference sessions’ themes and content echoed this spirit. While there was a sprinkle of technical talks, the majority of the sessions focused on leadership and personal development – overcoming challenges, finding purpose, and building resilience. Maureen Zappala and Amanda Brinkman were standout voices, offering insights on everything from conquering self-doubt to purpose-driven leadership. Their words resonated not only as career advice but as life lessons – guiding us on how to stay grounded in our work and tackle imposter syndrome with confidence. 

Breakfast: the most important conversation 

One of the highlights for me was the breakfast sessions, where table topics allowed small group discussions on real industry issues – from empowering business success through AI to building resilient teams. Despite coming from opposite sides of the world, we found common ground in challenges like labour shortages, bringing a collective sense of “we’re all in this together” and a reminder that we’re part of a broader movement to shape HVAC&R’s future. 

Beyond the conference 

Looking back, the conference was a powerful reminder of the importance of unity in a diverse field like HVACR. Women from all backgrounds – technicians, executives, entrepreneurs – came together to learn, share, and uplift one another. It’s one thing to work in an industry, but it’s another to feel like you’re part of a community within it. 

In a field that remains male-dominated, spaces like these are invaluable. They encourage us not only to pursue excellence in our roles, but to find deeper meaning in our work. By lifting each other up, embracing our unique strengths, and continuously learning, we’re not just keeping pace with an evolving industry (and having a good time while we do it); we’re also shining a beacon for other women to join us. 

About the author 

Sonia Holzheimer, M.AIRAH, is a Cairns-based mechanical engineer with more than 20 years of experience in HVAC&R and building services. She is the co-founder of SEQUAL Consulting Group and the chair of the Women of AIRAH Special Technical Group.