Sprinkler Age A Publication of the American Fire Sprinkler Association
Leading With Vision and Dedication
Madison Parsons Wolf, regional sales manager at Victaulic, has been named AFSA’s NextGen Initiative’s (NGI) 2025 Joe Heinrich Young Professional of the Year (YPY). Wolf has distinguished herself not only through her sales performance but also through her commitment to empowering the industry and the next generation. “There are so many deserving people in our industry that could’ve won this award,” she shares. “I’m very thankful to those who nominated me and have supported me over the years.”
“Madison could not be more deserving of this award,” comments Katie Meehan, director of marketing, VSC Fire & Security, Inc., Richmond, Va., and chair of NGI. “Her ability to connect with folks and welcome them into this industry is unmatched. Over the last seven years, I’ve watched her connect individuals across generations and coasts to best serve the industry. She’s never afraid to volunteer and roll up her sleeves to get the work done herself. Madison’s unparalleled work ethic and technical knowledge are truly impressive. The sprinkler industry is lucky to have Madison Wolf.”
SPEARHEADING HER SUCCESS
Wolf was eager to dive into her career after graduating from East Carolina University in 2016 with a degree in marketing and a focus on sales. She was interested in the construction field and wanted to work in B2B. Growing up, she had no intention of joining the sprinkler industry until she reached out to her father, Bernie Parsons, who works in sales at Wayne Automatic Fire Sprinkler, to explore career opportunities. “I knew of the industry from my dad, but I never expected to go into it,” Wolf explains. “I found myself interviewing with fire sprinkler manufacturers, and I’ve been on the manufacturing side ever since.”
Wolf started her career at Globe Fire Sprinkler, which was acquired by Victaulic in 2019. She started at Victaulic as a fire sprinkler sales specialist, and through hard work and adamant passion to propel the industry forward, she has recently been promoted to regional manager of North and South Carolina. Wolf takes pride in this achievement as a sales professional, and as a woman leveling up in a male-dominated field. “This promotion is something I’m really proud of, and I’ve proved myself through sales over the years. I’m so grateful for the colleagues, customers, and mentors who continue to support me.”
HARMONY IN LEADERSHIP AND LIFE
Company acquisitions can bring uncertainty for employees. But for Wolf, joining Victaulic through an acquisition was a positive transition. “I was welcomed with open arms. You never truly know what an acquisition is going to look like, but Victaulic made the transition seamless. Joining a company with outstanding leadership, stellar selling professionals, and a team that focuses on product innovation has continued to allow me to grow and advance my career.” Currently, she manages a team of three in the Carolinas and focuses on sales strategy across distributor and contractor networks.
Wolf’s impact goes well beyond sales. Since 2022, she has worked on the NextGen national board, and she’s played a pivotal role in spreading awareness about the industry to young professionals at a local and national level. Wolf is heavily involved in her local AFSA chapter. She has held multiple board seats and served as the local NextGen chair for the North Carolina Fire Sprinkler Association of AFSA (NCFSA). She also aids in maintaining NCFSA’s social media presence and is the contact for promoting chapter updates across their channels. For more information on the North Carolina Chapter, visit ncfiresprinkler.com.
Already a woman of many hats, Wolf is not only a beloved figure in the industry but also at home with her husband, Brandon Wolf, and their son, Beckett. As a proud working mom, she balances the demands of a thriving career with the responsibilities of family life. “It’s not always easy, but being a working mom has made me more focused and even more appreciative of the support around me. I’m thankful for the village I have created that allows me to continue to be a committed mom and have a successful career.”
CHAMPIONING THE NEXT GENERATION
Wolf has spearheaded NextGen for NCFSA and involved more young people in the chapter. One standout initiative is the chapter’s annual Beach Bash, a three-day networking and tradeshow event. “It’s a fun event! Just being at the beach, seeing customers, friends, and competitors all together. I encourage attendees to bring young professionals; we host a NextGen happy hour during the event that’s always well attended.”
Wolf continues to promote the industry to the next generation. At the national level, she utilizes her local experience with a “grassroots” approach that helps connect the national vision with local execution. “I’ve brought a lot of my local experience to the committee. The struggles we face at a local level help to bridge the local to national gap.”
“I couldn’t be prouder of Madison,” says Hunter Brendle, Brendle Sprinkler Company, Inc., Montgomery, Ala. “She pours so much heart, dedication, and passion into everything she does, and this award couldn’t be more well-deserved. What makes her truly stand out isn’t just her work ethic, but how genuine, kind, and grounded she is. It’s incredibly rewarding to see AFSA recognize the remarkable person we’ve always known her to be and beyond proud to call her a customer, peer, and friend.”
ADVICE FOR YOUNG PROFESSIONALS
When asked what advice she would give to young people looking to join the industry, Wolf remembers, “When I first started, someone told me to get involved with AFSA and its chapters. That advice made all the difference. One of my first missions as a salesperson was to go out and meet chapter executive directors and attend local events. As a young salesperson, that advice helped me form relationships that would’ve taken so much longer to develop.”
She advises seizing every opportunity that comes your way. “So many people want to see you succeed in the industry. Find those people and hold them close. Say yes to every opportunity you’re given. Meet as many people as possible, learn the product, and really embrace the people because they are what make the industry what it is!” She credits much of her journey to her past and current colleagues and mentors for all the support and encouragement and opportunities over the years.
For any women looking into the industry, Wolf encourages them to know what they’re getting themselves into. “There are many rooms I walk in, and I’m the only female in the room. There are different challenges I face. I have to do things a little differently.” She is comforted in the fact that the industry is “accepting and encourages success for people who are joining this industry.” Wolf acknowledges the evident age and gender gap but is excited for the future and eager to see more women and young people get involved. Her drive, leadership, and vision for the future inevitably elevate the industry and pave the way for the next generation.
HONORING 10 YEARS OF YOUNG PROFESSIONALS
This year marks the tenth annual Joe Heinrich YPY award, presented by AFSA’s NGI. The award recognizes the outstanding talent and achievements of sprinkler industry professionals aged 40 and under. It also seeks to promote the emergence of new talented professionals and inspire companies to invest even more in the development and excellence of the profession.
The award will be presented to Wolf during the general session at AFSA44. Learn more and register to attend at firesprinkler.org/AFSA44. For more details on the NextGen Initiative, visit firesprinkler.org/nextgen.