By Elizabeth Landry
When Dereck Withey ventured out to start W2O Pump & System Services in 2015, the decision was made with his family in mind.
“I had been working as a regional service manager for Wilo, a pump manufacturer, since 2012, doing most of the troubleshooting across the US. My daughter was born in 2014 and at the time I was on average about 25 days away from home every month. You can’t be a part of your family’s lives when you’re not there. It was time for a change,” Withey explained.
Today, almost 10 years later, Withey is the owner of the successful W2O business located in Cortland, NY, a family-owned pump and system services company that specializes in the operation and maintenance of water and wastewater treatment plants along with collection and distribution systems. He shares part ownership with his sister, Jenae Withey, and the company was created as a division of W2Operator Training Group, a retirement business that Withey’s parents, Douglas and Marian, created in 2005. W2Operator Training Group offers initial certification and recertification for every grade of water license, as well as additional training based on customer requests.
Withey grew up around the water treatment industry. His father spent about 30 years with the City of Cortland Water Department, ending his career as the Superintendent. With almost 18 years of experience working in various aspects of the industry, Withey has built W2O to be a one-stop shop for everything related to service and maintenance of pumping equipment, while remaining true to his focus on family and doing what’s best for his team.
“The motivation behind our day-to-day efforts is ultimately our team,” said Withey. “Most of us come from big corporations where you put in long hours but at the end of the day, you’re a number. With W2O, we decided we wanted to do things differently, where your co-workers and your employees truly matter. With that in mind, we have a lot of flexibility and we’re very supportive of our employees and their families.”
Service First, Sales Later
Alongside the focus on family and flexibility, W2O’s business model emphasizes service-based sales, in which the main offering is maintenance and repair work, and the actual sale of equipment follows later. Withey explained how this style of business is somewhat unique in the industry and stands out from other businesses in the water treatment and pump space.
“Most other companies in the industry are sales companies that have a service department. They typically have exclusive contracts for sales from numerous manufacturers within a given territory,” Withey explained. “We approach things differently, understanding that customers may prefer one brand versus another, and we want to service and maintain their equipment no matter the manufacturer. We offer service on all manufacturers and types of pumps, including preventive maintenance, repair, and installation. We’re the distributor as well as an installing contractor, and we offer turnkey proposals on projects where we’re involved from beginning to end.”
This service-based approach makes W2O a true one-stop shop for all their customers’ various needs. Jeff Kruger, Superintendent of Water and Sewer for the City of Binghamton, described how W2O’s service-first, yet all-encompassing offerings make the company stand out from the rest.
“It’s quite easy to choose a company that’s getting everything done, working above and beyond. Dereck and his team have been an amazing resource – he’s been my first call for the past four or five years and he hasn’t let me down yet. The service, sales and installation being out of the same shop is a bit different from other places. With W2O you get everything from start to finish. It really makes the business unique,” stated Kruger.
Solving Problems Reliably and Efficiently
W2O’s service-based sales approach includes an emphasis on troubleshooting, preventive maintenance and guaranteeing that their work will continue to perform over the long term for customers. All the company’s repairs are warrantied for 12 months from the date of invoice, and sometimes that warranty has been extended to 18 months. Withey explained how the team’s deep knowledge of how pumps and water systems operate allows them to deliver high-quality work for their customers.
“We stand behind our work. If we have a pump go in and it fails at 18 months and we can’t figure out why it failed, we’ll typically cover it. We have a very good knowledge of installation standards, the hydraulics and the electrical end of the pumps and the pump and system process overall. When issues arise, we can do a full evaluation of every part of the system in detail to find out what’s causing the failure and then come up with the best way to fix it,” said Withey.
W2O provides service and preventive maintenance for customers of various sizes, from large cities and municipalities to small villages and towns, and their customer base extends throughout New York State and Pennsylvania and into New England. One of W2O’s preventive maintenance contracts is with the Village of Marcellus Wastewater Treatment Plant. Even though it’s one of the company’s smaller customers, Greg Chrysler, Department of Public Works Supervisor for the Village of Marcellus, said they’ve received consistent reliability from Withey and his team.
“Probably the number one reason we do preventive maintenance with W2O is they’re always right there and on time when we have a problem,” Chrysler said. “That’s huge for a wastewater treatment plant because everything needs to run 24/7 and when something breaks, we need a quick response. The team at W2O is very efficient and we don’t have to worry about whether the job is done right or wrong – it’s always done right. Even though we’re a smaller customer for them, we still get the same quality and efficiency they offer their larger customers.”
Focusing on Customers’ Needs
Working with customers of all sizes means W2O provides service plans and contracts ranging from one pump all the way up to several municipalities. As Withey explains, “There’s no ‘cookie cutter’ or ‘take it or leave it’ approach with us. Everything we do is centered on what the customer wants and what’s in the customer’s best interests.”
W2O’s customized service offerings go hand-in-hand with a reputation for honesty and integrity that often also benefits customers financially. Withey described a project in which W2O consulted with engineers during a wastewater treatment plant upgrade at the Village of Moravia, in which several pieces of equipment were failing and wouldn’t last until construction on the upgrade was planned to begin.
“We worked with the engineers to make sure the equipment used for the urgent repair could be repurposed for the future upgrade as well, so they only had to spend the money once,” Withey said. “Through the process, we also found an engineer had made a mistake, but we caught it on the front-end, helped them fix it right away and ultimately saved them money down the line. With every project, our main goal is to provide the best service possible at a fair price.”
Another project Withey and his team completed was a pump replacement for YAWS Environmental at the Cayuga Heights Wastewater Treatment Facility in Ithaca. Three of the facility’s pumps that distribute to the trickling filters had either failed or were failing, and by leaning on a relationship Withey had developed with Wilo Pumps, he discovered the best solution for the specific needs of the facility.
“We had reached out to Wilo about a different style of pump we initially thought would be best, but through the conversation we found they had been developing a brand-new style of pump that turned out to be a great application for this project. Wilo Germany agreed to let us bring the pumps in and install them here in the US for the first time. It’s been a tremendous success,” Withey explained.
Mike Albro, Lead Operator for YAWS Environmental, emphasized how Withey and the team at W2O continue to provide honesty and cost-savings as they focus on how to best meet their customers’ needs.
“Dereck genuinely cares about his work and the people he’s doing the work for,” said Albro. “If he can ever help anyone out by giving them a break or saving them some costs, he’s always looking to do that, and so honesty is a big factor. If he feels like something isn’t going to work right or if there’s a better way to go about a situation, even if it’s through another company, he’ll be honest and tell you the truth. He’s just a stand-up individual. I’ve enjoyed working with him very much.”
Plans for Future Growth and Expansion
With Withey leading the way and developing an honest business strategy that delivers value for customers time after time, W2O has seen consistent growth since its inception. In almost 10 years of business, the team has grown to include five employees, completing between 200 and 240 projects per year and driving revenue growth by nearly $1 million over the last year. For Withey, these accomplishments fuel his drive for even more expansion in the coming years.
“The thing I’m most proud of is how everyone on the team has come together and how much the company has grown in a short period of time. We’re now in the planning phases of a very large expansion of our repair shop – we currently operate out of a 3,000-square-foot building and we’ll be adding 13,000 additional square feet. We’re also going to expand the services we offer, getting into some light manufacturing and taking the leap into engineered sales, and we’ll be expanding our service fleet from two to four service body crane trucks. I hope to double our staff by 2026 and then expand the training side of the business, as well, within the next five years.”
Although the business continues to grow, it appears the focus on meeting customers’ needs first will remain at the center for W2O, as emphasized by the company’s customers themselves.
“We’ve been with W2O for several years and they’ve grown a lot as a business – they’re offering many more services and products. But Dereck has made sure he has enough great people on the team to continue that quality of work and reliability we need to keep things running smoothly. As the business is getting bigger, he’s not forgetting about the needs of customers when something breaks – it’s the same level of service as when they were a smaller company,” said Chrysler.
It’s a sentiment echoed by Albro, as well: “I believe they’re going to go very far. The quality of work is nothing less than the highest expectation. With Dereck and his team, the relationships they develop with customers are personal – it’s not always about business. I believe that’s going to go a long way for the company as they continue to expand in the future.”
