CETA Edge: Why Serve?

A Path Into Leadership

by Diane M. Calabrese | Published March 2026

 

 

Why not serve? Now.

It’s easy to take the “next” day, month, or year approach to life, especially when our schedule seems full or, more likely, it is full.

Yet committing to “do it now” reminds us that we can almost always do a bit more. From donating blood to a volunteer activity, spending some time in service to others and society balances our lives.

CETA [Cleaning Equipment Trade Association] encourages all members who have not yet served on a committee, stood for election to the board, or served as a trustee of the CETA Scholarship Foundation to take the next step and volunteer.

The Scholarship Foundation is an independent entity affiliated with CETA.

Troy Jaros, the president of Lease Consultants Corp. in Urbandale, IA, currently serves as the president of the board of trustees for the CETA Scholarship Foundation. It’s a gratifying way to serve, he explains, because of the way the foundation firmly links CETA to the community.

“Being part of a great organization that supports the cleaning equipment industry by providing scholarships to members of CETA, their employees, and their families, to aid in the education process by making educational opportunities more affordable, is rewarding,” explains Jaros. Helping others bolsters communities and society.

Jaros and others with the experience of serving encourage colleagues to act on their “why not” feelings without delay. Simply contact the CETA office to reach Debbie Murray, managing director, via info@ceta.org to volunteer.

Maxwell Baldwin, the owner/director of operations at Whisper Wash in St. Petersburg, FL, has served as an elected member of the board of directors for CETA. He describes every part of the experience as enriching.

“It’s being able to support and to do what is best for our community of CETA,” says Baldwin. “We are a family, and being able to take steps to ensure that our members are getting the most of their memberships is an important endeavor,”.

Strong members, strong organization—one with an amplified voice for the industry. Baldwin explains that the discussions among industry leaders are very important in efforts to “resolve ongoing industry challenges” that members experience.

Members of CETA who have served the organization have an opportunity to recommend service to their colleagues with a firsthand perspective.

Karl Loeffelhholz, the distributor division manager for Mi-T-M Corp. in Peosta, IA., got into his first leadership role after a discussion with Scott Hansen in 2023. Hansen, president of Alkota Cleaning Systems in Alcester, SD, who was then president, asked Loeffelholz to take the senior vice president position.

“I accepted and followed Calvin Rasmussen of Royce Industries as 2025 president,” explains Loeffelholz. One turn of leadership can lead to another, and it’s an excellent way to build the organization.

Indeed, the 2026 president of CETA, Gus Alexander, served as vice president of the board of directors in 2025. Alexander is the CEO of the FNA Group in Pleasant Prairie, WI.

“My path into leadership at the Cleaning Equipment Trade Association began with a simple desire to contribute and give back to an industry that has meant a great deal to me,” says Alexander. He adds how the decision grew into something even more significant.

“What started on the board of directors as active participation listening, engaging, and volunteering where help was needed then gradually grew into greater responsibility as I became more involved in committees and board discussions,” says Alexander. One role led to another.

“Over time the encouragement of respected peers and a shared belief in strengthening CETA’s future led me to accept a leadership role, with the goal of helping guide the association through growth, innovation, and its next chapter,” says Alexander.

Alexander explains that “working alongside dedicated board members and industry leaders who are committed to advancing the industry is rewarding—worthwhile in many ways.

“Together, we have strengthened collaboration, modernized our approach to governance, and positioned the association for innovation and sustainable growth,” says Alexander.

When Alexander reflects on CETA’s future, he explains that he has “great confidence.” All who are serving the organization or have served inform his outlook. “They have helped set the stage for the next chapter of leadership, opportunity, and industry impact, he says.”

Those who have not yet taken a role in service to an organization may have reservations about doing so. Put aside any trepidation. That’s the advice of Chad Reiffer, distribution program manager at Hydro-Chem Systems in Caledonia, MI.

“Initially I was concerned how my relatively new exposure to the power cleaning industry would fit with such established members of CETA at the time,” explains Reiffer. “However, I was welcomed with open arms and mentored by some amazing colleagues at CETA.”

Reiffer explains that he developed “a greater passion and drive to serve.” That energy was put to good use when he became secretary of the executive committee.

It was through several experiences at PowerClean^® trade shows that Reiffer began a deepening involvement with CETA. [It is worth noting here that PowerClean 2026 will be held October 8–11 in Orlando, FL.]

“Joining CETA and serving with the board of directors and/or Scholarship Foundation trustees is a rewarding opportunity,” says Reiffer. “Board members are normal people just like yourselves who share a common goal to give back and shape the future while respecting the great 35-plus year history of our organization.”

Gary Scott with Alkota Cleaning Systems was involved in leadership soon after the inception of the organization 36 years ago. He has been a member of the board several times following his first term in the early 1990s and currently serves as treasurer of the CETA Scholarship Foundation.

The strong, cohesive voice for the industry—and its members—that is CETA results from the sustained commitment of members like Scott and the commitment of those who are much newer to the industry, like Reiffer. A setting in which veteran members of an industry can collaborate and strategize with those who are relatively new to the sphere invigorates the organization.

Scott sums up the rewards from serving under three large headers. And we paraphrase them here.

One, each CETA member by virtue of membership can be a better, stronger entity. That’s a boon not only to the company but to the industry as a whole. As a corollary, the education of members—through seminars, meetings, etc.—increases the value of the industry.

Two, the Scholarship Foundation (through its donors) has helped students realize their dream of higher education. It has helped people improve their lives economically through education.

Three, the collegiality within the association is remarkable.

“Helping the industry to move forward and gain lifelong friends at the same time is a win-win situation,” says Scott. He would readily serve again on either the CETA board or Scholarship Foundation board and considers it a privilege.

One quarter of the way through the 21^st century, we acknowledge the complexity of the era. We need not list the contributors to the complexity, but finding ways to meet challenges becomes easier when those with similar interests join forces.

Yet it requires leaders to help keep everyone organized and efforts prioritized. Do consider serving in a leadership role, and expect to gain at least as much as is given in the experience.