A Century of Enterprise, A New Generation of Storytelling
In 1912, Reinhardt Ortlieb became a partner in a meat market on Main Street in a small town in upstate New York. Commercial refrigeration was still an emerging technology, and the work was elemental: preserve what was perishable, sustain the enterprise, and serve the community with reliability. More than a century later, the Ortlieb name remains connected to industry, refrigeration, and independent enterprise—though the nature of the work has evolved.
In 2019, William Ortlieb and his sister Elizabeth Ortlieb returned to their hometown of Murfreesboro, TN, and started Alpyne Strategy. They didn’t set out to build a traditional agency. Rather than create a conventional marketing agency, they set out to serve industrial, HVAC, and construction companies with communications that meet the standards of their fields. William brought the entrepreneurial vision and the discipline required to build an independent firm. Elizabeth contributed a decade of specialized expertise in HVAC-R, refrigerants, and technical communications. Together, they united deep sector knowledge with high-caliber creative production—encompassing video, podcasts, strategy, and digital marketing—under a single, accountable practice.
Rooted in Murfreesboro, the firm began at Studio 34-A in the Fountains at Gateway, remaining there from 2020 to 2026 before relocating to Studio 1. Its expansion into Nashville in the third quarter of 2026 established a presence that now underpins its next phase of growth. Serving manufacturers who require precise technical content, contractors who depend on consistent lead generation, and brands that seek partners fluent in the language of their industries, Alpyne is advancing in 2027 toward expanded global operations under the direction of William Ortlieb.
What endures is the underlying principle. Alpyne continues to operate as an independent, family-led firm—relationship-driven, exacting in its standards, and attentive to results long after a campaign has launched. The heritage that once centered on preserving perishable goods now centers on preserving the clarity and integrity of complex industrial messages. The instruments have changed. The commitment to independent ownership and enduring partnerships has not.
Today, the firm works with organizations in HVAC-R, manufacturing, construction, and adjacent fields, delivering corporate video, podcast series, and comprehensive digital strategies. Its engagements span Middle Tennessee companies and national brands. The consistent standard remains technical accuracy, disciplined storytelling, and a single point of accountability.
A century after that meat market opened its doors, the Ortlieb family remains engaged in the work of making complex systems function more effectively—now by helping industrial companies be seen, understood, and remembered. The geography has broadened, the capabilities have deepened, and the next chapter continues in Nashville and Murfreesboro.
Ready for your brand’s next chapter? Reach the team at info@alpynestrategy.com or (615) 323-3126.
