The United Appliance Servicers Association was founded in the early 1990s by industry leaders who believed independent service companies needed an organization built specifically for them. Led by pioneers including Dave Ashton, Larry Bergo, Marc Fearnough, Dave Borsani, and Wayne Thompson USA was incorporated in 1993 as a nonprofit dedicated to education, collaboration, and constructive industry engagement.
Through ISM, now ASTI, and the dedication of its early volunteers, UASA has grown into a strong national association that remains true to its mission: By and For Servicers.
Wayne Thompson
1924-2022
Wayne and his coworker and friend at Philco-Ford, Charles Gregory, had the opportunity to buy an air conditioning and refrigeration company servicing restaurants and window air conditioners. They soon decided they didn’t enjoy repairing that type of equipment and shifted their focus to appliance repair. They were partners for 17 years before Wayne became sole owner.
The business experienced ups and downs over the next few years while developing relationships with more customers, dealers, and distributors. Around 1987, Sub-Zero set them up as an authorized repair company, eventually growing to serve Dallas, Fort Worth, North Texas, San Antonio, Austin, and the entire Hill Country region.
Wayne was instrumental in helping finance the United Servicers Association during the lean years when the association nearly went under. He lent his support, wisdom, encouragement, and staff to the other founders to ensure the association’s viability, which is clearly visible today. From all of us who are the beneficiaries, thank you so much, Wayne!
Marcus Fearnehough
1943 – 2024
Marcus Ray Fearnehough passed away on September 27, 2024. Marc was born in Alhambra, CA, and raised in Santa Cruz, CA. He graduated from Santa Cruz High in 1961 and later attended Cabrillo College, where he met the love of his life, Kathy Glass. They were married shortly thereafter during the Vietnam War. Marc enlisted in the Army and served overseas, while he and Kathy exchanged love letters during their time apart. After returning home, they welcomed their two sons, James and Matthew.
Marc quickly put his business acumen to work, operating his successful company, Appliance Service Center, in Santa Cruz for 40 years. He and Kathy later retired and moved to Lynden, WA to be closer to their grandchildren. Marc will be remembered for his uncompromising work ethic and remarkable mechanical and technical skills—he could fix almost anything. In the late 1970s, he even built his own 30-inch television from scratch, a testament to his intellect and determination. Marc was also a founding member of United Servicers Association, investing his time and money into its development. His steady leadership and commitment helped shape the organization in its early years.
David Ashton
1929 – 2011
Dave was born in Philadelphia, PA. He graduated from Frankford High School in 1947 and earned an associate degree in accounting from Temple University.
He served as Parts and Service Manager for Philco for 24 years, then as National Service Manager for Litton Industries for seven years. He later worked as Controller of NARDA for seven years and became Executive Director of the National Appliance Service Division (NASD), a division of NARDA. Dave went on to become a founder and director of United Servicers Association, serving for four years until his retirement in 1997.
His wife, Nancy W. (Welsh) Ashton, was an incredible support to both Dave and the organization during USA’s formative years. Without their tireless commitment and willingness to work for FREE, USA would not have survived, and UASA would not be in existence today. Dave and Nancy were instrumental in the success of the baby association, and we all owe a huge debt of gratitude to both of them!
Larry Bergo
Larry became involved in the appliance industry in his twenties when his retired father purchased a one-man appliance repair business, Box Appliance, from a neighbor who had recently hired Larry’s younger brother. A year later, Larry joined the company and quickly discovered his passion for managing and growing the business.
Through his involvement in local and national trade associations, Larry connected with like-minded professionals who were committed to learning and improving—efforts that helped lead to the formation of the United Servicers Association (USA). As a member of the West Coast Peer Group (WCPG), he openly shared insights, exchanged ideas, and challenged peers to grow, calling it the most valuable education of his career. Larry’s involvement with USA and WCPG helped him build a company that now employs more than 75 technicians, providing exclusive Sub-Zero service throughout the West Coast, while also operating West Coast Parts Distributing to supply Sub-Zero parts across the western United States.
Dave Borsani
Dave was born and raised in Highland Heights, Ohio. After high school, he spent two years in the Peace Corps serving in Thailand, where he met his wife, Julie. In 1970, he graduated from the University of Hawaii with a degree in economics and returned home to run the family business, Complete Appliance Service.
Through his involvement with NARDA and its service division, NASD—led by Dave Ashton—Dave worked to strengthen the voice of service companies within the organization. Recognizing the need for a service-only association, he joined a small group of business owners to form United Servicers Association. With Dave Ashton serving as Executive Director and Dave Borsani as President for the first seven years, USA slowly built its membership and hosted its annual Institute of Service Management (ISM), the predecessor to ASTI, where founders shared best practices and business expertise. Dave sold his service business and retired in early 2020.
Walt Dews
Walt Dews’ father and uncle went into business together in 1947, using the practical education they received from the U.S. Navy during World War II. After initially repairing and selling electrical appliances, they chose to focus solely on repairs, establishing Appliance Service Station in Seattle, Washington. Walt’s uncle later moved on, and his father took over the company. Growing up around the business, Walt spent much of his life connected to appliance repair, working around “the shop” and witnessing firsthand the dedication it required. After serving in the Navy as a radioman, he married and eventually returned to work alongside his father—honoring him, helping facilitate his retirement, and building a secure future for his own family. During his 30 years leading the company, Appliance Service Station employed between 7 and 15 technicians, depending on the economy and manufacturer contracts. With his children choosing different paths, Walt ultimately sold the business to longtime technician Carl Bryant, who continues to operate the company successfully in its 79th year.
Throughout his career, Walt viewed appliance repair as an honest day’s work that fostered humility and perseverance. The business provided meaningful opportunities within both his community and the industry, including his years of involvement with USA, now UASA. Many of those relationships—especially with members of the West Coast Peer Group—have remained strong friendships well beyond his retirement.
Prior to the mid 1980’s there were few options for appliance service companies that wanted to join a national appliance service related association in order to learn more business skills and grow their businesses. The closest thing in that category was the National Appliance Retail Dealers Association, otherwise known as NARDA. In the beginning this organization was almost totally devoted to actual retailers of appliances, both white goods and brown goods. Although many dealers also ran their own service departments there was little offered specifically for service related issues and training.
Recognizing that, NARDA formed a new division titled the National Association of Service Dealers, or NASD and invited all service oriented organizations to join. Many around the country jumped at the opportunity. Dave Ashton who had formerly worked for Philco-Ford became the Executive Director of NASD. Over time it became the opinion of many in NASD, including Dave, that the organization continued to be too oriented to the selling dealer and their service departments. Issues more specific to the independent service organization, it was felt, were still not getting the attention they needed. Sales continued to dominate the policies and decisions governing NARDA/NASD. This eventually led to discussions between Dave Ashton and other members of NASD concerning the possibility of forming a new, separate organization governed for and by appliance service companies.
Initial meetings included Dave, Larry Bergo, Marc Fearnough, and Dave Borsani who met on some cold, snowy winter days in Chicago at Dave Ashton’s home. As a result of those meetings invitations when out to many service companies offering the opportunity to help organize the new association and requesting an investment of $5000 to cover the cost of getting things started. Dave Ashton agreed to resign his position as Executive Director of NASD and become the Executor Director of the new organization, eventually to be known as United Servicers Association.
Larry, Marc, and Dave Borsani signed on as investors as did Wayne Thompson from C&W Appliance in Dallas. He was an investor but not an active director or officer. Eloy Fierro, who had experience along with Marc and Larry in the California association known as PSOC, got involved offering his services of organization and other skills. Over time records of exact dates and places have disappeared and memories of specific details have grown dim however sometime in the early 1990s the first Institute of Service Management (ISM) was held in Kansas City followed the next year by another held in St Louis. (the order of the cities could be reversed, no one seems to remember for sure).
USA was incorporated in Chicago as an Illinois nonprofit corporation in February of 1993. The top priority of the new organization was education. USA focused most its energy on the education of the service owner trying to improve his or her business skills. It was also determined that this would be done in as much of a non-political atmosphere as possible and USA would not get involved in industry politics, which seemed to be at a high point then. But, USA was also determined to get involved in industry reform in a respectful and constructive manner. One goal was to improve the conditions under which warranty service was performed. Again, in a non-political, non-confrontational way, members of USA met with the major appliance manufacturers in an effort to improve warranty rates as well as the “zero margin” warranty parts handling process.
Before, during and after those first ISM’s Dave Ashton and his wife Nancy worked very hard recruiting general membership and also finding members willing to serve on the board of directors. Although it was agreed in the beginning that Dave would receive a salary as Executive Director the fact was that there was not sufficient income from member dues to make good on that promise. Dave and Nancy, who also made significant contributions of her time and energy, continued to work essentially for free. They were dedicated to the goals of USA and determined to see the origination succeed. Nevertheless the economic facts of the situation were that without significant income from some kind of sponsor, member dues did not cover the actual operations costs and it was necessary to rely heavily on income from the operation of the ISM’s to bridge the gap.
After servicing USA as a most valuable partner Dave and Nancy elected to “retire” as the Executive Director and move back to the northeast part of the country from Chicago. Although no longer an official of USA Dave continued to offer his assistance and he continued to attend ISM’s for several years. Eventually Dave and Nancy generously agreed to a settlement arrangement on the salary that USA was never able go pay. USA was able to pay off that settlement over time in such a way as to not have a negative effect on operations. USA owes Dave and Nancy a great debt of gratitude. (Dave passed away January 4th, 2011.)
In 1997 Wayne Thompson generously donated the services of Mary Holldorson to act as the Executive Director to replace Dave. She performed that job from Wayne’s business in Dallas. In 1998 during a meeting in Las Vegas the USA board, including the original investors determined that the organization was not financially viable in its current form. With no prospect for additional revenue it was decided to shut down USA.
Following that Las Vegas meeting and prior to taking any action to carry out the shutdown plan, Larry and Marc who were active in the California organization PSOC, had the idea of asking the PSOC Executive Director, Charlene Moreno if she would consider taking on the job of Executive Director for USA which she agreed to do in late 1998. It was agreed that instead of a regular salary in the beginning she would work for a fee based on the success of future ISMs, which she would be responsible for organizing. Eloy Fierro worked closely with Charlene to help insure success. This arrangement allowed USA to avoid a shutdown and continue operating with the funds on hand.
Due to administrative oversights, it was discovered in late 2000 that USA’s nonprofit corporation status in Illinois had lapsed because of unpaid fees. In December 2000, following significant efforts by Treasurer Walt Dews, USA was successfully reincorporated as a nonprofit organization in the state of Washington, where Walt was based at the time. All required state and IRS filings were subsequently brought current and fully completed.
Walt served as treasurer under Dave Borsani’s presidency alongside Charlene Morino who functioned as the Executive Director with Eloy Fierro’s constant assistance. Walt later transitioned to the President’s position with Charlene continuing as ED. Paul MacDonald followed Walt as president and eventually became Executive Director.
The next several annual ISM’s were successful and USA was well on its way towards being the organization it is today. Manufacture support was an issue from the beginning as it is today. USA has had to change with the times accepting revenue from sources other than members’ dues and proceeds from what is now called the Annual Service Training Institute or ASTI. USA continues to grow and change thanks to the efforts of numerous members, officers and board members over the succeeding years.
As from the very beginning USA continues to be an organization “By and For Servicers”.
