Levi RockWindsor, Ontario
I love talking business.Let's talk about yours.
I'm Levi Rock. I'm a licensed sprinkler fitter, and I own Red Seal Fire Protection in Windsor. I run it on frameworks I've learned two ways: by doing the work, and from millionaires and billionaires who've already done it. I love talking to business owners and leaders in our community, and hearing how they built what they run. So I'm starting The Head of the Table, a new podcast where they tell that story.
- Started Red Seal
- At 19, in 2020
- First $1M year
- At 22
- Closed personally
- $10M+ in fire protection work
- Fire inspections
- 3,000+ in the last few years
About Levi
Two vans, a kitchen table and one rule.
I got laid off three weeks into COVID. That fall, at 19, I started Red Seal Fire Protection in Windsor with two vans. I typed the reports at the kitchen table.
The rule from day one was to show up when you say you will. Give a date, never "soon." If the date moves, the customer hears it from us first. The price comes before the work.
Today Red Seal inspects, services and repairs fire sprinkler and fire alarm systems across Southwestern Ontario. We've done 3,000+ fire inspections in the last few years. Here's what one of our reports looks like. On June 1, 2026, All Protex Fire & Safety joined Red Seal, with 482 customers and four technicians.
The standard I'm building toward: half our staff earning over $100,000 a year, and able to buy a house.
Outside of work, I golf as often as I can, which isn't often enough.
Work with me
Red Seal is hiring a Director of Business Development. Email me if you want to talk about the role.
Most of what grew my company came from other owners.
The lessons that moved Red Seal the most came from people who had already made the mistake I was about to make. Sometimes it was a pricing fix, sometimes a hiring rule, and sometimes just a phone number.
I've invested over $200,000 learning from Alex Hormozi and his team at Acquisition.com, across four trips. The lessons I kept were the ones I could run against our rate card the next Monday.
Plenty of owners and leaders doing good work never compare notes. The Head of the Table is my way of changing that. You get the lessons, and I get to know the people building good businesses here.
One thing to know
Nobody gets pitched on the show. Red Seal has its own website for fire protection. This one is for the conversations.
The Head of the Table
Come on the show. Tell me how you built it.
The Head of the Table is a new podcast. I'll talk with owners and leaders from every kind of business, from home services to software and AI. You tell the story of how you built it, and you do most of the talking.
We'll record one guest a week, on Thursdays at the studio in Windsor. If you're out of town, we'll record over video.
See how a recording day worksIdeas in the first letter
The five ideas that grew Red Seal.
For each one: what I changed, what it cost and what I'd do again. The full letter is free to read.
- 01Find the constraintThe one area that, if it doubled, would grow the company.
- 02Pick a lane and price for itLowest price or highest trust. You can't hold both.
- 03Put a number on speedPick what your customer waits on most, and print the clock.
- 04Sell the small job that repeatsThe entry job that comes back every year.
- 05Buy growth, too482 customers and four technicians in one day.
Got a cause in Windsor-Essex that needs a hand?
If you run something here that helps people, and you need a room, some volunteers or a sponsor, tell me about it. I read every one. I can't say yes to all of them, but you'll get an answer either way.
Tell me about your cause