About Us

behind the curtains

Get to Know Us and Your Coaches

MISSION STATEMENT

TradeWINS partners with local residential contractors, guiding solo operators who are ready to grow and established contractors preparing to exit through a standardized, expertly guided process that helps them adapt, scale, and lead in an evolving market. By focusing on education, leadership, and networked support, we accelerate the growth timeline and help tradespeople achieve business milestones faster and with greater confidence. Rooted in the local community, we aim to elevate the trades, foster a thriving collective of skilled professionals, and share the knowledge that drives long-term sustainability and value across the industry.

OUR VALUES ARE YOUR WINS

Willingness | Intentional | Networked | Sustainable

These values guide how we run our own businesses and how we coach others and they represent the aspirations we hope to cultivate in every contractor we work with.

DAN CRITES

Dan is a builder at heart. Childhood years of building bike ramps and forts evolved into building, well, larger bike ramps and nicer forts. Dan experienced almost all aspects of residential home building in his teens and early twenties, working on small, all-inclusive home builders in north central Indiana. After forays into teaching, manufacturing, and consulting, Dan landed at Loren Wood builders, where over nearly a decade, he was instrumental in growing the company into one of the largest, premier builders in the state. His leadership and practical approach have consistently delivered stability and growth for the organizations he’s led.

Dan’s move into coaching was a natural extension of his education and experience. As a trained teacher with a passion for uplifting others, he’s motivated by helping businesses create culture and build systems that foster stability and growth. His goal is to help leaders gain clarity and confidence, enabling them to grow their businesses without losing sight of what matters most.

Dan believes that learning and growth are most effective when the process is engaging and enjoyable, so he brings energy and a sense of humor to every session. At the same time, Dan is committed to providing clear, actionable guidance—ensuring clients always know exactly where they stand and what steps to take next. When you work with Dan, you can expect a coach who makes the journey rewarding and straightforward, combining practical solutions with a positive, motivating atmosphere.

A longtime resident of Bloomington, Indiana, Dan enjoys spending time outdoors with his family and giving back to his community. At TradeWins, Dan’s vision is to help blue-collar companies gain the clarity and confidence to pursue growth without sacrificing their core values

JAY NELSON

Jay is no stranger to building from the ground up. After serving as a mechanic in the U.S. Army and working in a variety of marketing and sales roles, he launched RCV Roofing, Siding & Gutters in 2013 out of the back of a small car. Over the next decade, Jay guided RCV through major milestones, including buying out a business partner, acquiring a competing business, and ultimately growing and streamlining it into the largest residential roofing company in south central Indiana. In 2022, he successfully transitioned RCV through its sale to Bone Dry Roofing. The following year, he expanded into development and home building, transforming an eight-acre property in Bedford into a single-family community. Today, in addition to TradeWins, Jay is also a partner in two other businesses.

Jay’s passion for coaching began in 2018, when he personally experienced the impact of working with a business coach. With his love for the trades, processes, and software that streamlines how businesses operate, he saw the opportunity to create something tailored to contractors, combining practical experience with proven systems.

Clients working with Jay can expect honesty, energy, and direct accountability. He listens closely to each company’s current challenges, then helps design workflows and tools that streamline operations, strengthen profitability, and position the business for long-term growth, or even maximum value if the owner decides to sell. His approach is fast-paced, passionate, and always focused on tangible results.

Based in Bloomington, Indiana, Jay enjoys traveling with his wife and two daughters, catching movies (with plenty of popcorn), and deep-sea fishing whenever he can. Through TradeWins, his vision is to help local contractors achieve their goals, improve their customer experience, and create lasting change in their businesses and communities.

JERAD OREN

Jerad believes that building a business takes equal parts grit, curiosity, and heart. In 2010, he and his wife, Tiffany, launched Bluestone Tree out of the back of a small RAV4—proof that with enough determination, big dreams can start in small spaces. What began as a
humble startup has since grown into a nationally recognized tree care company based in
Bloomington, Indiana. Along the way, Jerad explored everything from construction and woodworking to CNC programming, fabrication, and 3D printing—always driven by creativity and a passion for hands-on problem-solving.

Before entrepreneurship, Jerad served his community as a paramedic instructor, certified police instructor, and wildland firefighter with the U.S. Forest Service. His lifelong dedication to learning and teaching continued as he became a certified arborist instructor, blending field expertise with a passion for helping others grow. Those experiences shaped how he leads today—with calm under pressure, clear communication, and a genuine commitment to developing people. Through the ups and downs of running multiple businesses, Jerad discovered the power of coaching. Learning from mentors helped him break through limiting beliefs, strengthen emotional intelligence and navigate conflict with confidence. That transformation fueled his passion to help other business owners find the same clarity and freedom in their own leadership journeys.

Jerad’s coaching style blends real-world practicality and mindset work. He believes the best systems are simple, the best tools are the ones you’ll actually use, and the best results come from consistency. Clients can expect honesty, encouragement, and accountability—delivered with the grounded perspective that only comes from real experience. Based in Bloomington, Jerad and Tiffany are raising three kids who share their love of creativity and outdoor adventure. In his free time, Jerad enjoys exploring new interests and learning new
skills—a reflection of his belief that curiosity and growth are lifelong pursuits. That same mindset fuels his coaching, helping clients stay open, adaptable, and always moving forward. Through TradeWins, Jerad’s mission is to help business owners rediscover the excitement that got them started—to build strong teams, focus their energy where it matters most, and create companies that support not just profit, but purpose.