Told to Stay Off the Roof. She Built a $5M Brand Instead

Nikhil Sachdeva | WBN News Nashville | May 4, 2025

Ami Feller started by cleaning up job sites in her brother's roofing business. That’s all they let her do. “It was the only thing ‘suitable’ for a girl,” she remembers. Until one day, staring up at a two-story roof no one wanted to climb, she took the risk. And claimed her place.

That one moment changed everything. She went from handing tools to running the crew. From sidekick to boss.

But her path took a detour. Corporate jobs followed—Caterpillar, Coca-Cola—where she excelled on paper but broke down inside. Single motherhood, long hours, and driver shifts pushed her to the edge. She picked up the phone and called her brother.

Years before, Ami and her brother tried to launch a roofing business in Texas, only to find the environment brutally different from Iowa. The challenges were immediate and unforgiving—stolen tools, unreliable hires, and ultimately, financial collapse. It was enough to make Ami walk away from it entirely.

But failure didn’t finish her.

This time, she returned solo, armed with experience, a bigger vision, and a name that refuses to blend in: Roofer Chicks. The branding is unapologetically loud in a male-dominated industry, signaling not just survival, but domination. It’s a message to clients—and competitors—that she’s not here to repeat old mistakes.

Today, Ami leads a $5M roofing company with 13 wrapped trucks, an all-women repair team, and hundreds of roofs completed every year.

How did she do it?
She built local trust, learned fast, fired faster, and turned everyday interactions into business. She didn’t just compete—she redefined the rules.

Why did Ami win?
Because she never chased permission. She proved herself in silence, then branded it loud.

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And if you lead like Ami—with quiet guts and loud execution—your name won’t just be on the hat. It’ll be on the whole damn truck.

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Nikhil Sachdeva is a technology, business, and marketing consultant passionate about AI and digital transformation. He also runs BusinessViewed—a platform that shares inspiring founder stories, actionable insights, industry trends, and practical tips for entrepreneurs building from the ground up. Connect with him HERE