About Us

About Us

Our Family Treats Your Family Just Right

Gross Heating & Air Conditioning had a bit of an unconventional start. In 1925, It was founded by William Gross as a coal and oil business. After William died in the 1940s, his brother took over but realized the business was not for him. So he looked for another “family” member to take the business over. That family member was an employee, Mike Ruesch. The legacy was passed to Alan Ruesch, Mike’s son in 1996, and the company continues to flourish.

And that has been how Gross Heating has been looking at the business ever since. Our technicians, customer service staff, and schedulers are all part of our family. And we know our customers feel the same way. If you look at our many testimonials, many of technicians and other staff members are mentioned by name. That’s important to us. There is no one person that is the “face” of Gross Heating, and we think that sets us apart from other HVAC and indoor air quality companies. Our team members stay with us because they like working here and they like our customers.

Our work goes far beyond the basic residential and commercial heating and cooling systems. We can design any type of energy-efficient indoor comfort system, whether it’s for new construction or an existing building which has outgrown its capacity. Our goal is always to provide you with the most efficient system possible and to make sure it’s completed on time and within your budget.

Several years ago, our customers started coming to us with questions about indoor air quality. We started doing some research and found some startling facts. According to the Centers for Disease and Prevention Control (CDC), about one in 12 people have asthma, and the numbers are increasing every year. This does not include the millions of people who suffer from allergies or other respiratory issues. We became committed to providing our customers who may be struggling with air quality issues with an easy solution. We are now proud to offer AirAdvice for Homes™, a state-of-the-art diagnostic test that quickly and accurately assesses the indoor air quality of your home or business. Once we have the results, our air comfort specialists will thoroughly explain what they mean and offer you options to improve your indoor air quality. We won’t breathe easy until your family or team members do.

Our Core Businesses of Heating and Air Conditioning Have Also Evolved

At Gross Heating, we understand that 70 percent of the performance that you receive out of your furnace, heat pumps, geothermal flooring, air conditioners, ductless splits systems, and other HVAC equipment depend on proper installation. Ductwork that is too small, poor venting, and improper exhaust gas routing are common problems we see all the time. Come to the professional, EPA-certified technicians at Gross Heating and get the job done right the first time.

We offer great brands—including Carrier—that feature all the latest technologies. We work with you to help you choose the right systems for your home, lifestyle, and budget.

Installation and repairs are backed by our fully-stocked service department which is on call 24 hours a day for your heating and cooling emergencies.

As Milwaukee and its suburbs grow, trust our employees—the face of Gross Heating & Air Conditioning—to keep pace with your heating and cooling needs and bring you innovative ideas that work.
-Alan Ruesch, Owner of Gross Heating & Air Conditioning


Four Reasons to Choose Gross Heating & Air Conditioning


Comprehensive Design

We come to your home, office, or business facility and evaluate the layout, design, and current systems in place. We listen to your concerns and then create a comfort system that’s just right for you and your budget. We handle everything from sizing components to laying out an air distribution system to proper installation.


Experienced Team of Professionals

Our staff doesn’t sell, they listen. Understanding your needs is a cornerstone of our business and our experienced staff knows you don’t want to be pressured into buying products you don’t need. We will help you select the right heating, cooling, and indoor air quality products for your needs—and always at a competitive price.


Quality Installations

Since proper installation is the most significant factor in determining whether your unit works correctly, we supervise every phase of your installation so it precisely fits the design specifications. We also test it before we leave, that’s how we guarantee 100 percent customer satisfaction.


24-Hour Emergency Service

We know emergencies always happen at the worst times. Guests are coming over for a summer party and the air goes out. Your family is visiting for the winter holidays and your heating system starts acting up. Call our 24/7 service department at any time for assistance with your equipment. Our fleet is radio-dispatched and fully stocked with virtually all the parts needed so we can get you back up and running quickly.