It’s an unusual name for a company, but it’s one that has served Big Ass Fans well over the years. So when we recently spoke with Brian Hilander, the company’s vice president of engineering and operations, we had to ask him about it. He was happy to satisfy our curiosity.
In his current role, Hilander oversees operations, supply chain, product and software engineering, and installation services for the company, which makes industrial fans and other high-impact airflow solutions. In total, Hilander’s career spans more than three decades in operational leadership across complex manufacturing, service, and engineering environments, including stints at Schneider Electric and Emerson Automation Solutions. In that time, he has led global initiatives in product development, supply chain optimization, and field service execution, while helping organizations improve efficiency, resilience, and the customer experience.
Q: How would you describe the current market for high-volume, low-speed (HVLS) fans?
A: The HVLS market continues to evolve as facilities place greater emphasis on employee comfort, energy efficiency, productivity, and sustainability. We’re seeing strong interest from distribution, manufacturing, and commercial environments that are looking for reliable, low-maintenance solutions to improve air movement at scale.
This is a transformational time for air movement and heat, and we are shifting to help customers and answer their needs. By owning our mission to keep the world safer, healthier, and more productive, and by focusing on solutions to business and customer problems, we have the opportunity for significant growth.
Q: Could you tell the story of how your company went from cooling cows to cooling distribution and manufacturing facilities?
A: We discovered high-volume, low-speed fans being used to cool cattle in California, and we knew this technology would work to cool people. We purchased the rights to build HVLS fans and pioneered their use in industrial settings. This required new engineering, design, and construction, using high-quality, durable materials and adding safety features. We changed the design and construction of HVLS fans to meet the requirements of industrial applications and government safety regulations, even going beyond the requirements. Our design and construction are patented, so other companies cannot match the total performance of our fans.
Q: Can you share how your company came up with its rather unusual name and peoples’ responses to it?
A: We’ve heard everything—from people assuming we’re in the entertainment business to thinking we manufacture something entirely unrelated to air flow. We changed our name from The HVLS Fan Company to Big Ass Fans after listening to our customers. When people would call us, our team answered the phone, “HVLS Fan Company,” and there would be a pause. Then they’d ask, “Are you the company that makes those big ass fans?” It took us a while to recognize the genius in the phrase, but we embraced it and changed the name to Big Ass Fans.
Q: What are the performance benefits of keeping employees comfortable?
A: Studies have shown that worker productivity decreases when the effective temperature exceeds 77 F. In addition, OSHA recommends that a work/rest schedule be implemented when the heat index exceeds 90 F. Using elevated air speed to cool occupants can recapture 15% or more of that lost productivity and reduces the need for heat stress-related breaks.
This has shifted the focus of our conversations with facility managers to how HVLS fans can help with employee retention, reduce absenteeism, [boost] productivity, and prevent health issues related to heat stress. With CFOs, [we explain how] Big Ass Fans can help their bottom line with increased energy savings and creating a competitive advantage by maintaining a comfortable work environment. This leads to higher productivity and lower employee turnover rates. These types of benefits affirm the total cost of ownership and bottom-line value provided to the organization, what we call “Return on Air.”
Q: How can large fans lower facilities’ energy costs?
A: We implement our fans in two main applications: buildings with air conditioning and buildings without conditioned air. Our fans can reduce the energy consumption of buildings’ HVAC systems. In the cooling season, elevated air speed generated by the fans allows for higher thermostat setpoints. In typical applications, the thermostat setpoint can be raised, which equates to energy savings for our customers.
In the heating season, the ceiling fans can run slowly to circulate hot air from the ceiling down to the occupant level. By mixing the air in the space and reducing building heat loss, the heating system will run less frequently, resulting in savings as well.
Q: Could you address the widespread belief that fans should be reversed in the winter to push warm air to the floor?
A: The idea of reversing fans in winter is rooted in good intentions but often leads to unintended consequences. The goal is to mix warm air without creating a draft—which is achievable without reversing the fan. Modern HVLS fans are designed to move air gently enough in the forward direction to bring warm air down from the ceiling without discomfort. Reversing air flow can disrupt the natural circulation pattern and reduce effectiveness. Importantly, the airfoils on our HVLS fans are optimized to operate in the forward direction. The key is proper speed control, not direction.
Q: What are the most significant technology advancements you’ve seen in your market in recent years?
A: We’ve seen meaningful progress in motor efficiency, controls integration, and data-driven facility management. Brushless motor technology has improved reliability and reduced energy consumption. Smart controls allow fans to integrate with building management systems, enabling automated adjustments based on occupancy, temperature, or workflow patterns. As facilities become more connected, customers increasingly expect equipment that can provide insights, not just air flow.
Q: How do you see the role of air flow evolving in industrial and commercial facilities?
A: Air flow is becoming a strategic component of facility design rather than an afterthought. As organizations focus on sustainability, workforce retention, and operational resilience, they’re recognizing that environmental quality directly influences performance. We expect to see greater integration between airflow systems, sensors, and building automation—creating environments that adapt dynamically to the needs of people and processes. The future isn’t just about moving air; it’s about using data and intelligent systems to move it with purpose.
