A conversation with SDE Sinclair’s COO and Senior Executive Manager, on the company’s roots, its growth strategy, and what’s next for its product lineup.
Company: SDE Sinclair
Focus: Solar racking systems and structural engineering
Featuring: Dunley Stoltz – Chief Operating Officer, and Tarah Riley – Senior Executive Manager
Show Presence: Strengthening relationships with existing Midwest customers, based out of Michigan with a strong regional customer base across Pennsylvania, Ohio, Indiana, Illinois, Wisconsin, and Iowa
During Intersolar & Energy Storage North America (IESNA) Midwest, Digital Editor Krista Simicich spoke with Dunley Stoltz, Chief Operating Officer of SDE Sinclair, on the show floor. Following the show, Senior Executive Manager Tarah Riley offered an additional perspective on the company’s strategy and growth.
Engineering Roots in Aerospace
Before pivoting to the solar market in 2018, SDE Sinclair fabricated components for large antenna systems used on NASA projects. Stoltz said the equipment and manufacturing capability built for that work translated well once the company shifted focus. “They realized the growth in the solar market and they pivoted a little bit,” he said.
That pivot included a decision to bring engineering in-house rather than rely on third-party firms. Stoltz joined in 2020 to build that department from scratch, working alone for the first couple of years. SDE Sinclair’s engineering team has since grown to five engineers and two drafters, and the company has expanded from primarily residential-sized systems into larger commercial projects.
SDE Sinclair’s current sweet spot is 5 to 10 megawatt fixed-tilt systems, and the company also offers a carport structure. It doesn’t currently offer a tracker option.
Built on Speed
Stoltz said SDE has built its reputation in a crowded market largely on turnaround time, both in engineering and material delivery. Engineering turnaround typically runs 2 business days for residential-sized projects and 3 to 4 days for commercial work. Steel for projects up to 3 megawatts can ship within a week.
That speed matters most when something goes wrong in the field. “If they’re hitting refusals in the field and they need a fast solution, we’re available,” Stoltz said. “Just give us a call. We’ll offer you a design.”
A New Post Option, on Someone Else’s Timeline
SDE added an I-beam punch line to its manufacturing capabilities last year, giving customers an alternative to the company’s original C-channel post. Stoltz said the two options come with real trade-offs.
The company keeps coiled steel in stock for C-channel posts and can produce up to 800 posts a day in-house. I-beams are a different story: production depends on mill availability and galvanization timelines that SDE Sinclair doesn’t control. In exchange, I-beams offer a higher leading edge clearance and better drivability when installing posts in the field.
Looking ahead, the company is researching a ground screw solution aimed at sites where driving posts isn’t practical. Stoltz said the R&D is in progress and remains a priority for future development.
Staying Small at Heart While Getting Bigger
Stoltz described a deliberate effort to hold onto a small company feel even as SDE Sinclair adds staff and expands its project sizes. Attending shows like IESNA Midwest is part of that effort, giving existing customers a face to put with the company’s name.
“We still have that small company feel,” he said. “We care about you. We want to provide solutions for your projects, and we want to be available.”
SDE Sinclair is based in Michigan, making the Midwest a natural home base, and the company counts customers across Pennsylvania, Ohio, Illinois, Indiana, Wisconsin, and Iowa, with Iowa standing out as a particularly strong market. “We see a lot of our customers here,” Stoltz said. “So that’s why we want to come out and strengthen those relationships.”
What’s Next for SDE Sinclair
Following the show, Senior Executive Manager Tarah Riley offered additional insight into the company’s broader strategy.
On Utility-Scale Expansion
On the topic of utility-scale expansion, Riley said that while larger projects represent a long-term opportunity, SDE Sinclair’s near-term focus remains on strengthening its position in the commercial and industrial market, where the company already has established expertise.
Rather than rushing into utility-scale work, Riley said SDE is prioritizing the products, manufacturing capacity, and customer support needed to expand into that space successfully when the time is right.
Midwest Opportunities and Challenges
Riley pointed to the Midwest’s growing corporate sustainability commitments and expanding state-level renewable energy programs as strong tailwinds for the region, alongside real headwinds: pricing pressure, supply chain uncertainty, labor availability, and competition from both national and regional suppliers.
She said companies able to offer reliable products, responsive service, and shorter lead times are best positioned to compete.
New Product Development
On new product development, Riley described a process shaped by customer feedback, market demand, and engineering feasibility rather than a push to simply expand the catalog.
The goal, she said, is solving real installation challenges in ways that reduce labor and improve performance for contractors and developers, exactly the thinking behind the company’s ground screw research.
The Midwest as a Long-Term Platform
Riley described the Midwest as a foundational market for SDE Sinclair, one that offers both a strong existing customer base and room for continued growth. The region’s expanding commercial solar market lines up well with the company’s core focus, and its central location supports the company’s broader distribution and customer service efforts.
Success in the Midwest, she said, can serve as a platform for expansion into additional markets as commercial solar demand continues to grow.
Interested in learning more about SDE Sinclair’s racking solutions? Visit their website to explore their product lineup.
This feature is part of our ongoing post-show recap coverage from the 2026 IESNA Midwest conference and trade show, spotlighting the companies, products, and people bringing innovation to the exhibit hall floor.
