Supply House Times Next Gen ALL-STARS

2025 Next Gen All-Star: Lane Casson

Top 20 Under 40 PHCP-PVF Professional

Image courtesy of Lane Casson

How long have you been in the PHCP-PVF industry?

From a young age working alongside my dad before I could drive, to now being full-time in the Outside Sales Team for four eyars.

What drew you into the industry?

Growing up, I was always a Mr. Fix-It. I loved digging holes and building things out of old pipes or anything I could find! I enjoy being able to watch others build all kinds of things out of the same materials, I’ve always loved working with.

What is the most rewarding aspect of working in the industry?

I value the relationships I have built with my customers, ensuring they know they can reach out to me at any time with any problems or questions, and I will give my all to find a solution. Likewise, I appreciate knowing that I can reach out to them with any questions and receive their guidance and expertise along the way. These relationships are valuable and most rewarding!

What motivates you every day?

I’m very dedicated to helping my customers solve problems. I enjoy learning something new from each job and taking pride in knowing my work makes their projects easier and successful.

What is one thing you wish more people knew/understood about the PHCP-PVF industry?

How essential this industry is to everyday life. From having clean water to reliable heating and cooling systems for residential home owners to commercial business owners.

What has been your proudest moment in your career so far?

Winning the bid for my first commercial project was a proud milestone for me. I was actively involved in the pre-planning, quoting, and material fulfillment, and it was incredibly satisfying to know I played a key role in bringing the project to life!

What is one thing most people don’t know about you?

I value giving back to my community. I do this by volunteering at my local fire department, where I’ve held a variety of certifications and licenses – ranging from vehicle extrication to advanced medical training. Serving others in times of need has been one of the most meaningful and rewarding parts of my life. It’s an experience that continues to shape who I am as a person today!

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Natalie Forster is the director of communications for the American Supply Association (ASA), where she leads the association's public and media relations strategy, social media efforts, and member-focused online and print communications. Prior to joining ASA, she was the Editorial Director of Plumbing & Mechanical and Supply House Times. Before that, she served as an editor and digital content director for Southern Trade Publications, a publishing company focused on the PHCP trades and real estate industries. Natalie holds a bachelor's degree in communication studies from the University of North Carolina at Greensboro.