Software Motor Company Hires HVAC & Controls Industry Veteran as EVP of Sales

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Paul Wickberg brings 30 years of experience in energy management and facility control systems to the company behind the LED of Motors

Software Motor Company (SMC) announced today that it hired HVAC industry veteran Paul Wickberg as Executive Vice President of Sales.

Mr. Wickberg brings than 30 years of energy efficiency, renewable energy and sustainability experience to SMC as it revolutionizes the electric motor industry with a Smart Switched Reluctance Motor that delivers energy savings of 20% to 50% compared to NEMA Premium Efficiency motors.

“Paul leading SMC sales is key to disrupting a $100 billion electric motor market and having a vision of replacing every inefficient analog motor with an SMC Smart Motor,” said Ryan Morris, the company’s Executive Chairman. “The market opportunity for our software-controlled super-premium motors is huge. Paul’s executive experience, industry knowledge and network, and reputation for building successful sales teams will help us meet customers’ needs for energy efficiency, reliability, and accountability. He’s an outstanding addition to our team.”

Before SMC, Mr. Wickberg was President of National Account Sales at Cylon Retail Solutions, which provides energy management solutions for multi-site retailers. Prior to that, he was President, North America for American Auto-Matrix, a commercial building controls and automation company and subsidiary of Cylon, where he served as a Director. He was Chief Operating Officer and a founding member of Verisae, a software-as-a-service business specializing in web-based asset management, work order process, and energy analytics for multi-site retailers. He was co-founder and President of Computer Process Controls, Inc., now part of Emerson Climate Technologies, which became the largest supplier of food retail energy management systems in North America.

“In my 30-year career, I have never been this excited to join a company. SMC has done what no other company has since the electric motor was invented 100-plus years ago. It used the computing technologies in mobile phones and EVs and a streamlined switched reluctance motor design to invent a software-driven motor that is efficient, reliable and intelligent,” said Wickberg. “SMC is poised for tremendous growth. I look forward to leading sales and serving customers with exceptional products that save energy, cut bottom line costs and operate more sustainably.”

Mr. Wickberg holds a Bachelor of Science in Mechanical Engineering degree from Purdue University.

SMC was founded in Silicon Valley in 2014. It launched this January at the AHR Expo by announcing its Series A of $13,141,592 raised last fall. Since then, it has doubled in size, opened a new office and hired Mike Petouhoff, Apple Inc.’s former lead energy expert, to head business development. Selling smart motors between 1/2HP to 5HP, SMC is scheduled to introduce a 15HP motor in August.

The company’s Smart Motor Systems are cloud-based, networked, fully programmable from any connected device, and capable of maintaining optimal efficiency across a wide range of operating speeds and torque loads. Current customers use the motors in their HVAC rooftop units and supermarket refrigeration systems.

Energy CIO Insights recently included SMC as one of this year’s Top 10 Smart Energy Solution Providers and the company has won awards from the National Science Foundation, Wells Fargo’s Innovation Incubator, and the CleanTech Open.

About Software Motor Company

Software Motor Company (SMC) was founded in Silicon Valley to bring intelligence to electric motors, which consume over 45% of global electricity. SMC’s Smart Switched Reluctance Motor (SSRM) combines patented hardware and software control with modern IoT technologies to enable the most efficient, reliable, and intelligent motors on the market. The motors are easy-to-retrofit and integrate with new and legacy HVAC, refrigeration, and pumping systems as well as industrial applications. SMC motors deliver energy savings of 20% to 50% compared to NEMA Premium Efficiency motors while providing full programmability and connectivity. Visit for more information.

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