Justin Nielsen, based in Minnesota, is the General Manager and co-founder of Wolf River Electric, a pioneering renewable energy company known for its innovative solutions and customer-centric approach. With a bachelor’s degree in Christian Ministry from Bethel University and over a decade of experience in the energy sector, Justin’s leadership is built on empathy, communication, and technical expertise. His unique ability to inspire teams and forge strong customer relationships has been instrumental in Wolf River Electric’s growth into a 100% employee-owned company serving five states.
Justin’s journey from a junior hockey player to a leader in renewable energy reflects his values of teamwork, collaboration, and inclusion. Under his guidance, Wolf River Electric has successfully implemented commercial and industrial energy projects, helping countless customers achieve energy independence while navigating complex rebate programs. Justin’s commitment to sustainability and his people-first approach have made him a trusted voice in the renewable energy industry.
What inspired you to transition from a degree in Christian Ministry to a career in renewable energy?
When I studied Christian Ministry, my focus was on helping people and making a meaningful impact on their lives. That same desire drives my work in renewable energy. While the path may seem unconventional, the principles are the same: empathy, service, and a vision for a better future. Renewable energy offered me a way to address tangible needs—helping people save money, reduce their carbon footprint, and contribute to a sustainable planet. The opportunity to combine technical innovation with a mission to serve was too compelling to pass up.
How does your background in Christian Ministry influence your leadership style?
It has shaped my approach in profound ways. Ministry taught me to listen first, understand people’s needs, and lead with empathy. At Wolf River Electric, I apply these principles by fostering open communication within our team and with our customers. I believe in empowering others, whether it’s helping an employee develop their skills or guiding a customer through the process of adopting solar energy. My leadership isn’t about being the loudest voice in the room—it’s about creating an environment where every voice matters, and solutions are built collaboratively.
What challenges have you encountered as General Manager of Wolf River Electric, and how have you overcome them?
The renewable energy sector is dynamic, and with that comes challenges like navigating changing policies, supply chain disruptions, and educating customers about the benefits of solar energy. One of the biggest hurdles is addressing skepticism about the upfront costs of solar installation. Many people don’t realize the long-term savings and environmental impact until it’s explained in detail.
To overcome these challenges, I’ve leaned heavily on education and transparency. I work closely with our team to ensure that customers feel confident and informed at every stage of the process. Internally, we’ve created a culture of adaptability, where challenges are seen as opportunities to innovate. For example, during supply chain disruptions, we diversified our supplier network and communicated openly with customers about timelines. That trust has been key to our success.
How has Wolf River Electric’s transition to a 100% employee-owned company impacted its operations and culture?
It’s been transformative. The decision to become 100% employee-owned wasn’t just a financial move—it was a statement about who we are and what we value. When every employee has a stake in the company’s success, it changes the way they approach their work. You see it in the pride people take in their roles, the way they go above and beyond for our customers, and the collaborative spirit that defines our workplace.
Operationally, employee ownership has enhanced accountability and efficiency. Everyone is invested in delivering quality solutions because the company’s success directly benefits them. Culturally, it’s created a stronger sense of community and shared purpose. We’re not just colleagues; we’re co-owners working toward a common goal. That mindset has been pivotal in fostering innovation and driving customer satisfaction.
What is your approach to customer relationships, and how do you ensure their needs are met?
Customer relationships are at the heart of everything we do. My approach is simple: treat every customer like a partner. That means listening to their concerns, understanding their goals, and providing tailored solutions that address their unique needs. Solar energy can feel overwhelming for many people, especially when it comes to understanding incentives or navigating installation logistics. Our job is to make the process as smooth and transparent as possible.
I also believe in proactive communication. Customers should never feel left in the dark about their project’s progress. Whether it’s a residential installation or a large-scale commercial project, I make sure our team keeps the lines of communication open. Positive feedback from our customers, as reflected in many reviews, reaffirms that this approach builds trust and ensures satisfaction.
How has your athletic background as a junior hockey player influenced your professional life?
Hockey taught me lessons that extend far beyond the rink. It instilled a strong work ethic, resilience, and the importance of teamwork—all qualities that have been invaluable in my career. In hockey, you rely on your teammates to execute a shared strategy, and you have to stay adaptable to changing circumstances. Those same principles apply to running a business.
At Wolf River Electric, I emphasize collaboration and adaptability. Challenges in the renewable energy industry require a team that can think on its feet and work together to find solutions. My athletic background also fuels my competitive drive—not in the sense of competing against others, but in striving to be the best version of myself and pushing our company to set new benchmarks for success.
What role does education play in promoting renewable energy, and how does Wolf River Electric contribute?
Education is crucial to the growth of renewable energy. Many people are interested in solar but hesitate because they don’t fully understand how it works, what it costs, or how it benefits them. At Wolf River Electric, we see education as a core part of our mission. We provide resources, answer questions, and guide customers through every step of the process. Our goal is to empower them with knowledge so they can make informed decisions.
Beyond individual customers, we’re also involved in community outreach. We participate in local events and workshops to raise awareness about the benefits of renewable energy and the incentives available. By demystifying solar energy, we’re not just selling a product—we’re building a movement toward sustainability.
What is your proudest accomplishment at Wolf River Electric?
It’s hard to pinpoint just one, but I’d say seeing the company grow into a trusted name in renewable energy while staying true to our values. Transitioning to a 100% employee-owned model is another highlight—it reflects our commitment to empowering our team and ensuring the company’s longevity. On a personal level, I take pride in the relationships we’ve built with our customers. Hearing their stories about how solar energy has improved their lives—whether it’s saving money, gaining energy independence, or contributing to a greener planet—reminds me why we do what we do.
What’s next for Wolf River Electric and for you as a leader?
For Wolf River Electric, the future is about growth and innovation. We’re looking to expand our services into new markets and continue introducing cutting-edge solutions like advanced battery storage and EV charging infrastructure. We also want to strengthen our role as educators and advocates for renewable energy, helping more people understand its benefits and navigate the transition.
For me personally, I’m focused on fostering the next generation of leaders within our company. As a co-founder, I feel a responsibility to ensure that the culture and values we’ve built continue to thrive. That means mentoring team members, encouraging innovation, and staying open to new ideas. The renewable energy industry is constantly evolving, and I want to ensure that Wolf River Electric remains at the forefront of that evolution.
What advice would you give to someone considering a career in renewable energy?
Dive in with curiosity and a willingness to learn. Renewable energy is one of the most dynamic and impactful industries you can work in, but it requires adaptability and a commitment to growth. Find a company that shares your values and invest in understanding the technical and policy aspects of the field. At the same time, don’t lose sight of the human element. Whether you’re designing systems or interacting with customers, remember that you’re helping people and making a tangible difference in the world. That’s what makes this work so fulfilling.
How do you balance your professional and personal life, especially with the demands of leading a growing company?
It’s a balancing act, and I’ll admit it’s something I’m always working on. I’m deeply committed to my work, but I also believe in the importance of recharging and spending time with family and friends. For me, personal life and professional life aren’t separate—they inform and enrich each other. My family keeps me grounded and reminds me why sustainability and community are so important. I also make time for hobbies like gym, boxing, and hockey, which help me stay energized and focused. At the end of the day, finding balance is about setting priorities and being present, whether I’m in a meeting or at home with loved ones.