On a freezing winter day this February, Seitz is energized coming off a photo shoot in Cave Creek. She sat down to recount the journey she’s taken, and the passion she feels about the whole experience. “I know this photo is important, but it’s not all about me. I just happen to be a fighter for what I believe in.” That passion is also one of her most effective qualities.

Whether facing an economic downturn in 2008, a dysfunctional industry in the mid 2000s and even the current pandemic, Seitz persevered. The last decade witnessed complex and challenging responses to the growth of the solar industry, but it also witnessed players starting to come together for a common good.

Since the mid 2000s American Solar & Roofing focused on initiatives to protect customers, including leasing schemes that ultimately hurt customers. They continued to influence energy policy and in 2014 Joy Seitz became the company’s CEO after focusing on local and state solar policy the previous five years. Seitz immediately went to bat for a better and more sustainable Arizona. One of Seitz’ early innovations was to expand the company’s service department to meet the growing demand to serve orphaned solar customers. At this point, a lot of solar companies went out of business and their customers were in need of service.

Seitz is the de facto Joan of Arc of Arizona, fiercely driven but good and kind. A comparison to St. Joan is relevant considering her near brush with the burning stake of progressive energy policy. Let’s be honest, not everyone played nicely for a long time. Until recently, competing interests in solar were the poster child for wild west gunslinging. But those days are behind Arizona and now the top influencers in solar energy are working towards common ground (with the exception of a handful of fly-by-night competitors), and they all want a piece of a growing solar pie.

“As someone who has spent their career working to find solutions to complex problems, I can relate to Joy’s passionate and tenacious advocacy for solar energy in Arizona. The City of Phoenix is committed to sustainability and managing the impact of climate change. Joy is on the front lines of ensuring a brighter future for Arizona.” – Honorable Kate Gallego Mayor. City of Phoenix

“We’ve always understood the power that solar could have in Arizona, making the state more competitive in terms of attracting high quality business as well as consumers with a sustainability mindset,” Seitz added.

Coming from a family history of quality construction, Seitz is often copied but never duplicated. While some solar installers rely on robocalls, exaggerated claims and desperate offers to send customers on spending sprees in Las Vegas, Seitz has invested in her own education and in the people who work for her and slowly built something she’s proud of. “I made a conscious effort to do what’s right, no matter what.” It seems that investment has paid off, not just for her, but for Arizona as well.

Seitz will be “forever thankful for the past, present and future employees that shaped her company.” She believes the continued support of current and new customers have made them a 20-year overnight success.