Who We Are

The Fairway Story

We built Fairway Conversion Group around a shared love for two things:
golf and people.

In golf, the moments that matter most aren’t just the swings . It’s the walk between holes, the cart rides, the conversations, the honesty of calling your own penalties, and the relationships built one round at a time.

Business, especially in the trades, is the same way.

We created Fairway because we believed the industry needed a place where:
- Companies could grow without sacrificing integrity
- Communication mattered
- People came first
- You win by doing things the right way, the Fairway.

Our approach blends real-world experience, empathy-driven coaching, and a commitment to helping teams perform at their best while staying true to who they are.

We built Fairway Conversion Group around a shared love for two things: golf and people.

In golf, the moments that matter most aren’t just the swings. It’s the walk between holes, the cart ride, the conversations, the honesty of calling your own penalties, and the relationships built one round at a time.

Business, especially in the trades, is the same way.

We created Fairway because we believed the industry needed a place where:
- Companies could grow without sacrificing integrity
- Communication mattered
- People came first
- You win by doing things the right way, the fair way

Our approach blends real-world experience, empathy-driven coaching, and a commitment to helping teams perform at their best while staying true to who they are.

Trapper Barnes

Trapper Barnes is a proven entrepreneur and industry leader who built his HVAC company from a one-man operation into an award-winning, culture-driven organization known for excellence and heart. For more than 15 years, he led with a simple belief: when you invest in people first, through training, accountability, and genuine care, extraordinary results follow. His hands-on approach to development, from in-shop training labs to community-focused school programs, helped him earn national recognition including “Best Contractor to Work For” and “Top 40 Under 40” honors from ACHR The News.

In addition to his field-tested leadership experience, Trapper is John Maxwell Certified, having completed multiple leadership and communication courses, including Maxwell DISC Certification, further strengthening his ability to develop people, teams, and culture with clarity and intention.

Most recently, he carried those same strengths into his role as Director of Sales for an industry-leading home-services group, breaking performance barriers and elevating team standards. Today, Trapper uses that same passion for growth and clarity to help businesses and leaders reach their fullest potential.

Co-Founder / PGA (Personal Growth Advisor)

James Tanner

James Tanner is a transformational leader with twenty-eight years of experience helping teams in retail, medical, and home services unlock their potential and rise to the top of their industries. As a two-time business owner and coach, he brings a rare blend of real-world experience and genuine care for the people he serves.

James has a gift for helping individuals discover their unique superpowers, creating stronger teams, healthier cultures, and organizations that thrive from the inside out. Guided by his belief that we never lose - we either win or we learn - he empowers people to see challenges as stepping stones rather than setbacks.

Inspired early in life by his father’s words, “We’re Tanners. We work,” James now pours that same grit and purpose into helping others grow, believe in themselves, and win in work and in life.

Co-Founder / PGA (Personal Growth Advisor)

Tiffany Barnes

Tiffany Barnes brings a people-first perspective to Fairway Conversion Group, shaped by years spent inside fast-paced service organizations, leadership teams, and growth-focused operations. Her background bridges corporate environments and the trades, giving her a deep appreciation for how systems, communication, and culture intersect behind the scenes.

Before Fairway, Tiffany worked closely with service-based businesses in roles centered on customer experience, leadership, and partnership development, where clarity, empathy, and consistency were essential. Those experiences reinforced her belief that sustainable growth comes from alignment, not pressure.

At Fairway, Tiffany is deeply involved in operational strategy and decision-making, ensuring the company remains rooted in people-first values as it grows. She is known for her steady presence and thoughtful approach, helping protect the heart of Fairway while supporting its long-term vision.

Co-Founder / COO / Course Strategist

Built on More Than Business

What we build at Fairway doesn’t stop at work. We believe leadership starts with personal responsibility; mentally, physically, and emotionally. Training together keeps us aligned, disciplined, and grounded, reminding us that progress comes from consistency, not perfection. It’s the same mindset we bring into every team we serve.

" I have seen growth in each sales guy!!"

"We're having more focused discussions about client scenarios and how to work through them. I have seen growth in each sales guy!!"

Emily, Owner of M&M Roofing

Let's talk growth

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