Want garage door design options?
A+ Garage Doors has options.
Long gone are the days when choices were limited to brown or white, long panels or short panels.
Full-view glass doors feature panels that can be mirrored, frosted, tinted, or opaque. Barn-style doors can be distinctive on any home. Maybe dark cherry, wood-style doors are the right choice to boost curb appeal. And for a business, perhaps a long-panel commercial door is the best fit.
When you step inside the polished A+ Garage Doors showroom in Salt Lake City, UT, you’ll see options. Before a designed backdrop depicting a garage housing a dazzling white sportscar, you can pull out doors to sense how they might appear on your home. Across the room, four garage displays give you another way to consider your options.
"My first intention is to catch them off guard," says Carrie Kelsch, the founder and CEO of A+ Garage Doors. "So when they walk in, they ask, 'Wait. Is this really a garage door company?'
"What I want them to experience on their own, without me having to say anything, is that we have an eye for detail. The little things matter. We've got good taste. We'll take care of them all the way. We're very professional. That's what I want them to experience."
The company Kelsch started in 2005, with her now-husband Ryan Humphreys, is pacing toward $50 million in revenue in 2025. Kelsch, born to be an entrepreneur, opened the company with no experience in garage doors. But she has used her own eye for detail, marketing prowess, and ability to create to evolve as a leader in the industry and establish A+ Garage Doors, known for design, installation, repair, and maintenance, as one of its most impressive success stories.
"The thing that sets her apart from everyone else, and candidly it's a quality that I'm inspired to embody more and more, is just the vision," says Jordan Dubin, co-founder of the Guild Garage Group that reached agreement in 2024 to partner with A+ Garage Doors.
"Her daringness to imagine something that doesn't exist today, to imagine something that a hundred people have condescendingly told her will never work in the garage door industry,” he says. “But she has a vision and she can understand why the consumer wants that."
Give them an A+ for marketing
The Salt Lake City showroom is the company’s finest, although it’s not the company’s only showroom. Inspired, again, by husband Ryan, Kelsch’s team has opened locations—36, to be exact—throughout Utah’s I-15 corridor near Salt Lake City, from Logan on the north end to Springville.
“We’ve got several mini-showrooms so customers can easily find us and know we’re local,” she says. “They can walk into any of our showrooms to see samples in person. We also have three larger showrooms for a full experience.”
She’s not sure anyone else in the garage door industry was operating similarly, but she did learn by watching other companies.
"Yeah, McDonald's," she says.
Come again?
"And Taco Bell," she adds. "And Chick-fil-A. Starbucks. Think about it. They're everywhere, right? That was our inspiration."
From the start, visibility and marketing have been essential parts of the A+ Garage Doors playbook. The name itself stems from the company’s attempt to be at the front of the phone book—remember, it was 2005. But then there’s the company logo.
“Our logo was inspired by my kids, when they proudly hand me school papers marked with a circled A+,” Kelsch says. “That simple symbol of pride and accomplishment became the heart of our brand.”
In 2025, the company is rocking a new tagline: “Fix it today, the A+ way.” And Kelsch credits her marketing director, Marc de Schweinitz, with that one.
De Schweinitz, hired in February 2025, oversees a team of three others, called Team Xtra, and they’ve helped boost marketing lead volume, contributing to revenue growth, by about 30% this year.
"We have increased leads through the orchestration of many marketing channels, such as Google ads, Meta ads, direct mail, TV, radio, billboards, sporting sponsorships and in-person events," de Schweinitz says. "We have taken a fresh new stance on creating marketing content that performs better and drives higher quality leads." Team Xtra creates its own print, video and audio ads; develops daily social media posts; sends emails to Diamond Service Club members offering specials; and creates swag for the company store—yes, A+ has its own souvenir shop—or for events.
And A+ has partnered with the Salt Lake Bees baseball team, a Class AAA affiliate of the Los Angeles Angels, and with ABC affiliate KTVX and its “Good Things Utah” program to drive additional brand recognition.
“We’ve recently been focusing on addressing the pain points and frustrations that our customers may face and showing them how we can solve them, in a fun, humanized and playful way,” de Schweinitz says. “We want people to remember us, and we want to be the first company people think of in our category.”
It’s the place, but it’s really the people
Behind the doors of that Salt Lake City showroom, Team Xtra is just one of the A+ Garage Doors teams that is thriving.
This 27,000-square-foot facility is home to the executive leadership team but also to sales, customer service, dispatch, and procurement. They’re located in the center of a room, surrounded by the executive leadership team, financial, and marketing. The windows of those offices, floor to ceiling, signal transparency while still providing privacy.
On the back half of the building is a meticulously organized warehouse, where products are received and then sent out with technicians and installers to get the jobs done.
"Carrie's shop is laid out in such a way that the flow of information aligns with the construct of the company," says Ellen Rohr, the brand and industry marketing lead for ServiceTitan. "The way the departments are structured is actually how the information flows.
“There's an expression that ‘how you do anything is how you do everything,’” Rohr adds. “How she does everything, every detail, is simple and elegant. She doesn't overspend to create an absolutely beautiful, elegant, and high-quality environment. It communicates to the team that this is how we do everything.”
The building matters, but it’s who’s inside that counts the most.
“At the end of the day, it comes down to the people and who we have working here, and everyone caring and really wanting to do the best they can,” says Parker Kelsch, the chief operating officer.
Carrie Kelsch and the A+ leadership team return the love.
“We’re not just running a business—we’re building a family," she says. "When employees walk through these doors, they know they are valued, supported, and encouraged to grow.”
A spinning prize wheel in meetings gives technicians a chance to spin for cash based on their reviews—and the A+ has earned thousands of five-star reviews. Each month’s Garage Door G.O.A.T. and Ultimate Service Champion walk off the meeting room stage brandishing pro wrestling-style championship belts. And when it’s bonus time, party music in the office ratchets up as Kelsch strolls through to deliver the payouts.
“I heard one of our top technicians say, ‘Carrie's really generous, and it's amazing because we would do the job for half of what we're getting paid,’” Mitch Kelsch says. “But her goal is not to cut everybody's wages. Instead; she's actually trying to double them.”
‘We can grow even bigger’
A+ Garage Doors is in its eighth year using ServiceTitan software to deliver operational efficiency and drive growth. The company shifted from what Kelsch calls "very messy" processes such as storing all customer information in QuickBooks, placing jobs on a Google calendar, and communicating technicians' daily revenue via text. Kelsch also needed a platform that could track campaigns.
"I needed to see the marketing," she says. "I need to see all my jobs. I need to see what the guys are doing, what they've done in the past. I wanted it all pulled into one spot: communication, everything."
Mitch Kelsch, the A+ chief business officer, told her about ServiceTitan in 2017.
"It's all about tracking marketing spend," Carrie Kelsch says. "Just being able to see where your dollars are going is crucial to being able to grow and to be profitable. There are so many benefits I get from ServiceTitan, but marketing was the main one. It blew my mind when I could see all that data."
The company had about 25 employees before it shifted to ServiceTitan as one of the garage door industry’s early adopters of the software.
"When we looked at ServiceTitan," she says, "it's like a light bulb switched on, and we thought, 'Wait, we can grow even bigger.'"
Today, A+ Garage Doors employs nearly 150 people, allowing Kelsch and team to track booking rates, close rates, revenue, and profit margin daily.
"ServiceTitan is just so far ahead of everything else out there," she says. "I don't even know how these companies are even running without having that kind of sight in what their business is doing."
Armed with ServiceTitan, A+ Garage Doors remains on the move. The company opened a location in St. George, UT, nearly 300 miles south, in 2021. And now armed with Guild Garage Group resources, A+ added a second greenfield location in Las Vegas in April 2025. The Nevada operation has exceeded $90,000 in monthly revenue for three consecutive months as of October 2025.
"Launching into Vegas with all the resources that we have, we couldn't have done that without Guild," Carrie Kelsch says. "Or it wouldn't have been wise to do without Guild."
Guild Garage Group, founded in 2023 by Dubin, Joe Delaney, and Sean Slazyk, buys majority ownership in garage door service companies. To spark the next phase of growth, Guild offers support, sales coaching, and curated networking and learning. Founders keep a minority stake and their teams intact, and decisions about culture and technician development stay with the brand presidents.
The options going forward
The showrooms for A+ are taking advantage of homeowners' wishes that their garage doors make impressions in their neighborhoods.
"Customers say, 'I want it to pop, and I want it to match my front door, and I want it to be a statement piece,'" Kelsch says. "And you're way more willing to pay more for a statement piece than you are to make it disappear."
And to that end, whether it's full-view glass or barn-style doors, whether windows are mirrored or frosted, A+ Garage Doors offers options.
"There's hundreds of thousands of options," Kelsch says.
Similarly, the possibilities seem almost as endless for A+ Garage Doors. A 20-year track record of success in serving customers and building a strong reputation is now bolstered by a partnership with not just the Guild Garage Group, led by CEO Tim O'Reilly, but all of its brands and its people.
"”They have the foundation to a T,” Dubin says. “Now where do they want to take that foundation? Their leadership, their team, their systems, their processes could be applied in my opinion to literally any market and any adjacent category. It’s up to Carrie, her team, and obviously Tim to figure out what makes the most sense.
"But I'd bet my life on the fact that A+ is going to $100 million of revenue by 2030. There's zero doubt in my mind."
