Our Heritage
A Centery of Enterprise. A Continuing Connection to Industrial & HVAC-R.
The heritage behind Alpyne Strategy dates to the early twentieth century, with roots in independent business ownership, commercial refrigeration, and the evolution of American industry.
Founded in Murfreesboro, Tennessee, in 2019, Alpyne Strategy continues that entrepreneurial tradition as a privately held media, sales, and marketing company specializing in the HVAC, refrigeration, industrial manufacturing, and construction industries.
Early Foundations
In 1912, Reinhardt Ortlieb became a partner in Crowley & Ortlieb Meat Market, located at 102 N. Main Street, establishing an early chapter in the family’s commercial history.
The business operated during a period of significant advancement in commercial refrigeration and food preservation. Refrigerated display cases were part of the market’s operations, reflecting the growing importance of mechanical refrigeration in American commerce.
In 1925, Reinhardt purchased his partner’s interest and continued operating the business under the Ortlieb family name.
Ortlieb’s Market | 102 N. Main Street | Family business heritage dating to 1912
A Historical Connection to Industrial
The development of commercial refrigeration transformed industries ranging from food retail and distribution to manufacturing, transportation, and building systems.
For the Ortlieb family, refrigeration was part of the operating environment of an early family enterprise. More than a century later, the industry has become a central specialization of Alpyne Strategy. Today, our work spans HVAC and refrigeration equipment, refrigerants, mechanical systems, and the businesses that manufacture, distribute, install, and service these technologies.
Our team brings specialized industry knowledge to sales and marketing strategy, technical communications, digital media, and business development initiatives across the HVAC and refrigeration sectors.
A New Generation
Alpyne Strategy was founded in Murfreesboro, Tennessee, in 2019, establishing a new generation of independently owned business operations. The company has developed a specialized position in industrial sales and marketing, with particular expertise in the HVAC and refrigeration industries.
William D. Ortlieb II | President, Alpyne Strategy
Our experience includes HVAC-R equipment and technologies, industrial ventilation, mechanical contracting, and technical product marketing. Through integrated media production, strategic communications, and marketing services, we support companies operating across complex technical markets.
Industry Knowledge. Integrated Capabilities.
Alpyne Strategy combines industry-specific expertise with modern sales, marketing, and media production capabilities.
Our services support manufacturers, distributors, contractors, equipment providers, and technology companies seeking to strengthen market presence, communicate technical value, and develop new business opportunities.
From product launches and technical communications to video production, digital advertising, and market development, we work across the commercial and industrial sectors to support long-term business growth.
Continuing the Tradition
Today, Alpyne Strategy operates from Nashville and Murfreesboro, Tennessee, serving businesses throughout the United States.
While the nature of our family’s business operations has evolved over generations, the connection to industry, refrigeration, and independent enterprise remains an important part of our heritage.
Our roots are in enterprise. Our expertise is in industry. Our future is built on both.
