Jay Jefsen

Gord: We at “The Monty Heat Treat News” have been looking forward to a discussion with Mr. Jay Jefsen, Director of Sales for furnace builder “Furnacare” of Spartanburg, SC, USA. Jay with your permission I would like to start off with some questions about your personal background and then move on to “Furnacare” and “TAV”. So starting off could you please provide us with some background-specifically how you ended up in the heat treat industry and your previous experience?

Jay: First off, I want to thank you for this opportunity, Gord. I kind of feel like “I’ve made it” now☺. You have been a major voice in the heat-treating world, and I am honored to talk with you.

I got started in the heat treat industry because of my dad (Steve Jefsen). He was the Plant Manager at Woodworth Heat Treating through the 1980s until 1992, and I used to tag along with him on Saturdays. Being in the plant at a young age gave me an early appreciation for the work.
When we later moved to Murfreesboro, TN, he joined Bill Stevens at Mid-South Metallurgical, and that’s when I really became involved myself. I spent my summers and after-school hours working there, and once I graduated high school, I went full-time into a tool steel straightening apprenticeship.

My dad is still the smartest heat treater I know. Every day he found a way to teach me something practical about heat treatment—no matter how busy things were, he always made time to share his knowledge. That experience and mentorship set the foundation for my career and really sparked my passion for the industry.

Gord: By the way congratulations on becoming the Director of Sales for “Furnacare”. How and why did you choose to work with the company?Jay: Funny story, Gord — I must “come clean” on how I ended up here. Back in 2017, I was part of the MTI YES program, and during that time I became good friends with Tom Hart from SECO/Vacuum. He told me that with my background in heat treat, I’d be a great fit for selling capital equipment. I laughed and told him I’d never be on that side of the table.

Fast forward a few years, and I had to call Tom to admit I was eating a little crow. The truth is, I wasn’t actively looking to make a change when Furnacare found me. But the opportunity to help build Furnacare’s business was exciting — it gave me a chance to take the hands-on knowledge I’d gained in heat treat and use it to help other companies grow through the right equipment solutions.

Now, funny enough, Tom and I are technically “competitors,” but our friendship is one I truly value and cherish. And looking back, joining Furnacare has been the right decision — the company’s reputation, innovative technology, and commitment to its customers made the move an easy one.

Gord: I’m curious as I am sure many of our readers are-what differences have you seen between working in the commercial heat treat industry vs; selling capital equipment” I know there are obvious differences but what about the culture of each? Is there a big difference between selling heat treating services and selling equipment to heat treaters?

Jay: To me, both sides of the business ultimately come down to relationships and people. I’ve always said, “people don’t buy from companies, they buy from other people.” Whether you’re selling heat treating services or capital equipment, the customer needs to know they can trust you — that you’ll deliver on time and with the quality they expect.

The biggest difference I’ve noticed is in the rhythm of the work. On the commercial heat treat side, the business is more transactional — there are frequent jobs coming in and out, and the pace can feel very day-to-day. On the capital equipment side, the transactions are less frequent, but they carry a different weight. These are long-term investments for customers, so the sales cycle is longer, the conversations are deeper, and you really become a partner in helping them grow their capabilities.

So, while the culture of both industries is built on trust and relationships, the equipment side allows me to take that foundation and build it into something more strategic and forward-looking for the customer.

Gord: I am sure we have puzzled a few of our readers by referencing both “Furnacare” and “TAV”. Could you please clear up the difference between the two company names?

Jay: That’s a fair question — the names “TAV” and “Furnacare” do get used together often, so here’s how I like to explain it:TAV is the Italian company based in Caravaggio, Italy. They design and manufacture high-end vacuum furnaces and are recognized globally for their advanced vacuum heat treatment technologies.

Furnacare, on the other hand, is TAV’s North American presence. Importantly, we are not a rep or reseller — we are owned by TAV. Our role is to be the local arm in North America, providing sales, service, support, spare parts, retrofits, and installation. This allows U.S. customers to get direct access to TAV technology with a team on the ground that can respond quickly and understand the local market.

Gord: In the 15 or 20 years that I have been familiar with “TAV” I have noticed an enormous change in brand recognition-specifically “TAV” has become a very well-known name in the North American vacuum furnace market. How and why did this happen?

Jay: I think TAV’s recognition in North America really grew for a few reasons. When Furnacare was established as TAV’s North American subsidiary, it gave customers a local team for support, service, and guidance — which made the technology much more accessible. Beyond that, TAV’s commitment to quality, innovation, and reliability has spoken for itself over the years. And finally, their focus on building strong, long-term customer relationships has helped turn new clients into loyal partners, which really cemented TAV as a trusted name in the vacuum furnace market

Gord: Lets take this question one step further, how many installations do you currently have in North America? Care to give us an estimate on where you will be in lets say 5 years?

Jay: Right now, TAV has well over 50 vacuum furnace installations in North America across aerospace, automotive, and commercial heat treating. Looking forward, I believe we’ll grow substantially, and I’m excited to play a key role in driving that expansion for TAV and Furnacare. The combination of increasing demand for advanced heat treatment and our local support makes me confident that North America will see a significant rise in installations over the next several years. 

Gord: What part of the heat treat industry are you targeting, let me narrow this question down a little. There is a substantial market in North America for relatively standard furnaces with quick delivery and very competitive pricing. There is also a market for “high end” more custom furnaces-what is your target market? Or do you have product offerings for both?

Jay: Over the past couple of years, we’ve seen a growing need for smaller vacuum furnaces that can be delivered quickly. While our primary focus remains on full-size systems, we’ve adapted by offering “standard-size” furnaces with reduced lead times — providing an effective solution for customers who need faster turnaround without compromising performance.Where TAV and Furnacare really excel is in the high-end, custom technology and process-driven side of the market. That’s where engineering expertise and deep process knowledge are critical, and it’s exactly where we bring the most value. We focus on helping customers tackle complex heat treatment challenges, optimize processes, and implement advanced solutions that go beyond standard offerings.

Gord: Lets switch gears a little and look at the financial side of the business, specifically tariffs. US tariffs are a big topic these days-with your principal manufacturing facility in Italy are you facing large tariffs and if so how are you handling this? Along the same lines will this make you look more closely at expanding your facility in South Carolina?

Jay: Ah, the dreaded tariff question! Our focus is on providing cutting-edge technology and a true partnership. Customers understand the long-term value, so tariffs don’t diminish the competitiveness or appeal of our solutions.Tariffs have had more impact on companies sourcing heavily from places like China or Mexico, but we have strong, long-term suppliers in Europe, so the only tariff is on the final product. In fact, one positive outcome has been that some business is coming back to the US, which is creating new opportunities for domestic growth and closer collaboration with our customers.

As for expanding our facility in South Carolina, it’s something we continuously evaluate strategically. For now, our priority is delivering top-tier technology and supporting our customers locally through Furnacare.

Gord: Speaking of expanding your USA facility do you see a time when you will be assembling complete systems in the USA?

Jay: Right now, our focus is on providing our customers — and future customers — with exceptional service and after-sales support. We want to make sure we don’t lose the Italian engineering excellence that TAV is known for. While assembling complete systems in the USA is something we’ll always evaluate strategically, maintaining the high level of quality and expertise from Italy remains our top priority. 

Gord: Technically do you feel that TAV and your competitors are “pushing the boundaries” on vacuum heat treating? For example is there much point in going beyond 10, 15, 20 bar quenching? Is there much point at looking at different quenching gases? In other words where do we go from here?

Jay: There’s a lot to cover on this topic, but at a high level, the future of vacuum heat treating is about integrating advanced controls, AI, and cutting-edge technology. Many people focus on gas pressure — trying to hit big numbers like 20 bar — but pressure alone doesn’t guarantee results. Without the proper ancillary equipment to support it, those numbers are essentially meaningless.What really drives consistent, high-quality outcomes is the full system: smart controls, precise monitoring, the right gas, and supporting equipment working together. That’s where TAV stands out. We’re committed to providing not just high-pressure furnaces, but complete, technologically advanced solutions that help customers optimize processes, improve repeatability, and push the boundaries of what’s possible in vacuum heat treating.

Gord: Jay care to give us a prediction about where “TAV” and the heat treat industry in general will be a year or two from now?

Jay: Looking ahead, I see TAV continuing to be a leading source for vacuum technology and a primary provider in the U.S. That said, the heat treat industry is undergoing significant changes. Over the past year, roughly eight commercial heat treaters in North America have closed their doors, driven by rising operational costs, labor shortages, and the increasing complexity of heat treatment processes.It’s important to note that even the bigger players — names like Bodycote, Alberts, and others — are not immune to these pressures.

I believe we haven’t seen the last of these shifts — more shops will likely close or consolidate as these pressures continue. It’s personal for me, because my early career was in commercial shops, so seeing these closures and changes firsthand is always difficult.

As a result, many manufacturing facilities are opting to bring heat treatment in-house. This shift allows them to have greater control over quality, reduce lead times, and enhance flexibility in production. For instance, some companies have transitioned from primarily outsourced heat treatment to in-house vacuum technology, enabling them to perform processes like low-pressure carburizing and through-hardening 24/7.

At TAV, we’re committed to supporting this evolution by providing advanced, reliable technology and local expertise through Furnacare. Our goal is to help our customers navigate these changes and continue to thrive in an increasingly complex manufacturing landscape.

Gord: We appreciate your time today.

Jay:  I’d like to sincerely thank you, Gord, and your team for taking the time to speak with me and for the opportunity to share insights about TAV, Furnacare, and the evolving heat treat industry. I also really appreciate you letting me tell my story. It’s been a pleasure discussing our technology, our customers, and the future of the business.