Interview by Paul Conant, Founder of Gizoom Consulting
Let’s be honest, rebuilding your name after climbing the corporate ladder isn’t easy. But for some people, adversity doesn’t define them, it sharpens them.
That’s the case with Ryan Kooistra, a former leader at PG&E and Southwest Gas, who left the utility world behind to launch Monarch Purification, a sustainable water recycling company based in Arizona. I sat down with Ryan to talk about leadership, accountability, and what it means to start over with purpose.
No fluff, no spin. Just the real story, from one business owner to another.
Paul: Let’s start simple. Who is Ryan Kooistra?
Ryan: I’m a utility veteran turned entrepreneur. I spent over 20 years in gas and electric operations, first at Southwest Gas and then in leadership at PG&E. After stepping away from the corporate world, I launched Monarch Purification to bring smarter, more sustainable water solutions to Arizona homeowners. My goal has always been the same: solve real problems, take care of people, and leave things better than I found them.
Paul: You’ve worked at some big-name utility companies. What’s one leadership lesson from that world that stuck with you?
Ryan: Own the outcome, good or bad. In utilities, lives and livelihoods are on the line. I learned early that leadership means taking responsibility, even when the issue isn’t your fault, and making sure your team has what they need to win. That mindset has stuck with me in everything I do.
Paul: What made you walk away from corporate life to start Monarch? Was there a “moment”?
Ryan: Honestly? Watching pools get drained over and over, wasting 20,000 gallons each time, really hit me. We’re in Arizona. That water doesn’t grow on trees. The turning point was realizing I could take everything I’d learned in utilities, systems thinking, efficiency, safety and build something better. That’s how Monarch Purification was born.
Paul: So what exactly does Monarch do, and why does it matter now?
Ryan: We do mobile water recycling, mostly for pools, but not limited to that. Instead of draining and wasting 15,000–20,000 gallons, we purify the water on-site using reverse osmosis. It matters now more than ever because we live in a desert and water isn’t getting cheaper or more available. This saves homeowners money, extends the life of their pools, and protects a resource we can’t afford to waste.
Paul: What makes Monarch’s approach different?
Ryan: Simple,I treat every job like it’s my own backyard. I’m not in the game to upsell or slap on band-aid fixes. I’m here to solve the problem the right way. My utility background taught me how to run systems safely, efficiently, and with full accountability. Most companies drain and refill or throw in chemicals. We actually purify and preserve the water. Big difference.
Paul: You’ve faced some tough press before. How’d you handle that?
Ryan: It wasn’t easy. When your name gets dragged, especially out of context, it stings. But I leaned into what I could control: staying honest, staying visible, and building something real. I’ve always believed in accountability, and the people who know me know that. I let my work do the talking. And personally, I chose not to let bitterness take over. I kept moving.
Paul: What’s something people often misunderstand about the utility or water industry?
Ryan: That it’s slow or simple. It’s neither. It’s high-stakes, fast-moving, and deeply technical. One bad decision can affect thousands of lives. And with water, most people don’t realize how fragile the supply chain is, until something breaks. Whether it’s a shortage or contamination or just a surprise bill, it usually takes a crisis for people to pay attention.
Paul: Let’s talk values. What drives you as a business owner?
Ryan: Accountability, trust, and doing what’s right, even when it’s uncomfortable. I don’t believe in selling what people don’t need. I’d rather lose a sale than lose my name. I treat clients and employees like people, not transactions. That mindset built this business.
Paul: What’s something you’re proud of that most folks wouldn’t know?
Ryan: That I built this business from scratch, during COVID, while raising a family and rebuilding my reputation. After leaving PG&E, I applied to over 100 jobs. Everything from gas stations to leadership roles. Nothing. So I stopped waiting. I built something instead. I didn’t quit, didn’t fold. And now? Most of my business comes from referrals. That means more to me than any title ever did.
Paul: Final question. If someone Googles “Ryan Kooistra,” what do you hope they see?
Ryan: Someone who didn’t run from failure, who rebuilt with integrity and grit. A guy who learned, adapted, and now spends his time solving real problems for real people. That’s the legacy I’m working on.
At Gizoom, we work with brands that are building more than just profit, they’re building trust, systems, and value. Ryan’s doing exactly that with Monarch Purification. He’s proof that your past doesn’t define you, your response does.
Visit MonarchPurification.com to learn more about the work Ryan and his team are doing to make Arizona’s water smarter, not scarcer.
Interview by Paul Conant, Founder of Gizoom Consulting, Want to be featured? Let’s talk.
