High margin. Year-round demand. Customers who refer their whole neighborhood. On paper, permanent lighting should be a no-brainer for any installer. But the industry built a wall around it.

Most companies make you spend $10,000–$20,000 on inventory just to "unlock" dealer status. The ones that don't will gatekeep the actual install knowledge behind a $700–$1,000 paywall. Either way, the message is the same: pay up before you're allowed in.

We think that's backwards. So we built IronPeak the opposite way.

We're installers first.

I installed lights for a living before I ever sold a product. Years of temporary Christmas-light installs taught me what a good system feels like on a roof — and what a bad one costs you in time, callbacks, and headaches. When I went looking at permanent lighting, I saw the same gear everyone else sold, priced behind the same walls — and almost none of it designed from the installer's side of the ladder.

So I designed our system around the part of the job that actually costs you time and money: the peaks. Our patent-pending TrueCenter Apex Track comes pre-built and matched to your exact roof pitch, so a perfect, symmetrical peak goes up in under 5 minutes instead of 25+ minutes of cutting and guessing on a ladder. No rework. No callbacks. The whole ecosystem — plug-and-play kits, no splicing, pitch-matched parts — was built so even a newer crew can install it clean.

Then we threw out the wall.

• No $20k buy-in. Start with one kit. Dealer pricing that drops as you grow.
• Free training. The knowledge other companies charge $1,000 for, we put out for free.
• Built installer-friendly from day one — designed to make you money, not to trap you.

Why give so much away?

Because we'd rather earn 10,000 installers who win with us than trap 100 who feel stuck. When there's no barrier to entry, there's no friction keeping people in — which means we have to stay ahead on product and quality every single year, or you'll go somewhere else. That's exactly the pressure we want on ourselves. The more value we put out, the more the industry grows, and we win on volume — not on lock-in.

That's the whole strategy. No catch.