Meet Sherry Primm, Area Sales Director, DBS Canada (Grundfos)

As we celebrate Women’s History Month and Women in Construction Week, Supply House Times is shining the spotlight on 10 influential women who are leading the PHCP-PVF industry to great success.

Meet all of the Influential PHCP-PVF Women of 2026

Sherry Primm

Area Sales Director, DBS Canada (Grundfos)

How long have you been in the industry, and how did you get your start?

I’ve spent 42 years in this industry, beginning with my first role at a large P&H distributor. From the start, I was fascinated by how moving water and energy through a building influences not just performance, but how responsibly we use our resources. That early curiosity grew into a lifelong passion for advancing smarter, more sustainable solutions.

What skill has been most critical to your advancement that people might not expect?

The most valuable skill I’ve developed is the ability to reframe a technical challenge as a human one. When I ask someone, “How long do you wait for hot water?” I’m not talking about plumbing—I’m talking about their time, comfort, and daily experience. Translating engineering into everyday impact has helped me connect with end users, installers, and distributor partners in a way that drives real change.

Where do you feel you are currently making the greatest impact in your organization or industry?

My greatest impact comes from shifting mindsets—helping the industry view efficiency not as a feature, but as a responsibility. By championing energy‑efficient circulators that heat homes more effectively or help households save 10,000–12,000 gallons of water a year, I’m focused on creating better outcomes for both people and the planet.

Where do you see the most opportunity for growth in our industry?

The biggest opportunity lies in elevating efficiency from an optional upgrade to an industry standard. Whether in hydronics or hot water recirculation, there’s tremendous room to grow by educating homeowners, empowering contractors, and aligning the industry around performance, reliability, and environmental responsibility. As water scarcity and energy costs rise, the companies that lead sustainable innovation will define the next era of our industry.

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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.