Meet the 2025 Heartland honorees

Brad Oddo is Founder and Chief Executive Officer of Basys.

Basys is redefining payment solutions with innovation, reliability and industry-leading service. Recognized as a top FinTech company, Basys continues to grow, earning awards for excellence in customer service and workplace culture. With advanced security, seamless integrations and a focus on client success, Basys sets the industry standard. Its flagship platform, iQ Pro+, offers advanced analytics, real-time transaction monitoring and customized reporting, giving businesses deeper insights into payment trends. Basys supports a range of industries with tailored solutions, from small businesses to large enterprises. Its technology includes point-of-sale systems, e-commerce payment gateways and mobile payment options, all backed by industry-leading security and fraud prevention. Banks rely on Basys for tailored merchant services, ensuring their business clients receive best-in-class payment solutions. Software partners depend on Basys for seamless payment integrations that their users can leverage directly within their platforms. With a commitment to customer service and long-term partnerships, Basys provides scalable, user-friendly payment solutions designed to drive efficiency and profitability.

Brad Burns is the Founder of Burns Holding Corp.

Burns Holding Corp is a holdings company that currently owns and operates five companies based in the Saint Louis market in diverse vertical markets.  Wayne Contracting (2014) is a commercial general contractor that operates in 48 states across the US.  Vizex (2019) is a commercial signage and graphics firm that operates in all 50 states.  Meramec Hardscapes & Concrete (2019) does residential concrete and hardscape work in the Saint Louis metro area and also added a DBA in 2021 named Meramec Pools that installs pools.  City Seafood (2023) is a fresh seafood provider that supplies restaurants, country clubs and retailers and most recently opened up to the public for B2C.  Arch City Investment Group (2024) is opening franchise QSR restaurant concepts in the Saint Louis metro area for multiple brands.

Charles Eide is Founder and CEO of EideCom.

EideCom is a full-service firm that provides customized event production solutions for the world’s best brands. From concept development to flawless execution, EideCom works hand in hand with clients throughout every step of the production process, ensuring events are extraordinary. The company has earned the trust of marketing and event professionals by consistently exceeding expectations across AV production, creative services and hybrid events. EideCom has developed unique processes and solutions, such as Eide Vision – a virtual reality experience that enables event planners to immerse themselves in their event during the planning phase – providing clients with a level of value and service that can’t be found elsewhere. With aggressive growth plans in motion, EideCom is rapidly scaling its equipment, team and capabilities to meet the demands of top brands eager to create impactful events.

Craig O'Halloran is CEO of Foss Swim School.

FOSS Swim School (“Foss”) was founded by Jon and Susan Foss in 1993 with a vision to make kids safer around water.  Jon was taught to respect the water and embrace swimming by his mother, who lost a sibling to drowning.

Jon and Susan started the program in a church pool, providing lessons to 12 kids.  Over the last 31 years, Foss has built an extensive network of purpose-built learn-to-swim facilities, teaching millions of lessons annually.

The business was built based on the premise of reinvesting all profits back into the business and establish a culture of continuous improvement.  This philosophy has led to a platform to scale through consistent investment in its team, systems and facilities.

Foss currently operates 29 locations across six states and has several new schools in various stages of development.  Foss currently employs over 1,100 team members and taught over 160,000 students in 2024.

Andrew Barnell is Chief Executive Officer and Co-founder of Geneoscopy, Inc.
Erica Barnell is Chief Medical and Science Officer and Co-founder of Geneoscopy, Inc.

Geneoscopy is a life sciences company committed to developing and providing safe, effective and innovative noninvasive diagnostic tests for gastrointestinal health. The company is focused on improving disease detection, treatment and monitoring.

Geneoscopy’s proprietary technology uses stool-derived eukaryotic RNA biomarkers to develop noninvasive diagnostic tools. Its flagship product, ColoSense, is an FDA-approved screening test that detects colorectal cancer (CRC) and precancerous lesions in average-risk individuals aged 45+. Upon commercialization, Labcorp — a global leader in laboratory services — will distribute ColoSense to increase provider and patient access to CRC screening.

Mark Watkins is Founder and CEO of Geneva Capital, LLC.

Geneva Capital is an independently owned direct lender specializing in financing capital equipment in niche vertical industries nationwide. 

Geneva Capital started in July of 2000 with five people. It has since grown into a full-service finance company with 85 full-time employees. As it was on day one, Geneva Capital’s mission remains true today: to be the leading provider of equipment financing solutions to all businesses, while remaining committed to a culture of service and stewardship. 

Geneva Capital got its start financing screen printing and wide-format printing equipment and quickly expanded into the engraving, embroidery, and health and fitness industries. While still serving those legacy markets, it has expanded into financing LED signs, working capital and equipment for metal fabrication, woodworking, dental and light construction.

Understanding the challenges of owning a business, Geneva Capital aims to make financing simple with quick approvals, competitive terms and unmatched customer service. Personalized service from its friendly team allows Geneva Capital to build and maintain excellent personal relationships with customers and vendors. Its team of overachievers consistently works to meet and exceed goals, all while fostering a culture of teamwork and stewardship.

Joel Peterson is CEO and Founder of iSpace Environments.

At iSpace Environments, they believe in the power of partnerships to create spaces that drive culture, bring people together and foster innovation. As a 100% employee-owned company, iSpace takes pride in delivering exceptional solutions with a collaborative, customer-focused approach. It integrates furniture, architectural products and technology to create seamless environments that support how people work and connect. Its team works alongside industry professionals to simplify the process, offering expertise, resourcefulness and forward-thinking solutions. By combining aesthetics, functionality and smart technology, iSpace helps organizations transform their workplaces into dynamic, efficient spaces. More than just a provider, it is a trusted partner —committed to making the experience easy, enjoyable and built for the future.

Pat Chinander is Founder and Chief Executive Officer of Love From USA Group, Inc.

Love From USA is a woman-owned, certified Small Business Enterprise. Founded by Patricia Chinander, CEO, Love From USA is a successful family business that has grown substantially over the past four decades. The company operates unique retail stores in high-traffic airports and other venues in Colorado, Florida, Illinois, Minnesota and soon in San Francisco and New York’s JFK Airport. At Love From USA, Chinander oversees the operation and creation of extraordinary shopping experiences that capture lasting memories and reflect the local culture and lifestyle.  

Love From USA’s team understands that when the merchandise mix is carefully curated and elegantly presented, sales, revenue and customer satisfaction promise to follow. 

Love From USA creates retail stores that are easily navigated with eye-catching product displays, showcasing hard goods, soft goods and grab-and-go food items. With more than 45 years of specialty retail, travel, news and convenience store experience at 24 locations in airports and other high-traffic venues in the US, Love From USA is revolutionizing the retail travel industry under Chinander’s leadership.

Kathy Lintz is Founder, Partner and Managing Member of Matter Family Office.

Matter is a multifamily office committed to helping complex, ultra-high-net-worth families thrive across generations. 

Matter comes alongside families as a thought partner to provide integrated, multigenerational wealth planning. Our holistic suite of family office services, including investment management, wealth planning and coordination, and family culture and learning leads families through implementing personalized strategies aligned with their values to reach their unique goals. Matter blends deep technical expertise in investments and financial planning with innovative ways of developing both financial capital and human capital.

Kristen Knox is President and CEO of Microbiologics.

Microbiologics is a global leader in biological products and services, trusted by health care, life sciences and pharmaceutical organizations. For over 50 years, Microbiologics has empowered biopharmaceutical companies with cutting-edge biological control materials, assay services and expert consulting to combat infectious diseases.

Founded in 1971 as Environmental Protection Laboratories, Microbiologics pioneered contamination detection before advancing into lyophilized microorganisms. Today, its products support vaccine and therapeutic research in over 150 countries, accelerating medical breakthroughs. Headquartered in Saint Cloud, Minnesota, with facilities in California, Kentucky, Michigan and Germany, Microbiologics employs nearly 300 professionals.

The COVID-19 pandemic propelled its growth, reinforcing its adaptability. Kristen joined during this time, helping refocus Microbiologics’ strengths and guiding its evolution to expand into Precision Medicine.  With the 2024 acquisition of SensID, Microbiologics is advancing precision oncology. Microbiologics is a catalyst for global health innovation, dedicated to scientific excellence for a safer, healthier world.

Marcia Page is Founder and CEO of MPowered Capital.

MPowered is a capital solution provider for best-in-class emerging managers in the alternative investment space, including female- and diverse-led firms. The firm is focused on accelerating the firm and fund formation process for undercapitalized talent through capital, commitment and connections. It seeks to generate superior risk-adjusted returns while addressing the specific capital pain points of undercapitalized managers to catalyze their long-term success.

MPowered provides flexible capital solutions to emerging managers, investing across GP structured partnerships (seeding), direct/co-investments and fund investments. Leveraging the team’s 60+ years of investing, operations and firm-building expertise, MPowered also aims to be a strategic partner for emerging managers through its Multiplier Program (MP2). MP² provides individualized access to valuable expertise and technical resources across business operations, capital formation and talent management to reduce a manager's cost and friction associated with firm formation. Taken together, MPowered is seeking to create an environment in which talent is the only differentiator for capital formation, return generation, enterprise growth and wealth creation.

Aaron Shilts is President and CEO of NetSPI.

NetSPI is the proactive security solution used to discover, prioritize and accelerate remediation of security vulnerabilities of the highest importance so businesses can protect what matters most. Leveraging a unique combination of dedicated security experts, intelligent process and advanced technology, NetSPI helps security teams take a proactive approach to cybersecurity with more clarity, speed and scale than ever before. 

With a unified platform that provides solutions like penetration testing as a service (PTaaS), external attack surface management (EASM), cyber asset attack surface management (CAASM), and breach and attack simulation (BAS) as a service, NetSPI delivers actionable insights and high-impact results tailored to business needs.  

NetSPI secures the most trusted global brands, including nine of the top 10 US banks, four of the top five leading cloud providers, three of the five largest health care companies, four MAMAA (Meta, Apple, Microsoft, Amazon and Alphabet) companies, seven of the top 10 US retailers and e-commerce companies, and many of the Fortune 500.

Brian Whorley is Founder and CEO of Paytient.

Paytient is a health care company on a mission to help people better access and afford care.  It partners with employers and insurers to make it easier for health plan members to easily self-pay their fair share of care. Paytient is powering the federally mandated Medicare Prescription Payment Plan for ~44% of Medicare Part D beneficiaries in the United States.  As of January 2025, Paytient is part of 23 million Americans' health plans.  Think FinTech product, health care business - Paytient sells into health insurers and employers.

Wendi Breuer is CEO and President of SeaChange.

SeaChange is a Minneapolis-based print and digital communications company that redefines industry standards through innovative, secure and personalized solutions. By embracing technology and redefining print, SeaChange seamlessly integrates print, digital and omnichannel communications.  Serving a wide variety of industries, SeaChange is known for end-to-end solutions that streamline complex workflows and enhance communication reliability. It excels in highly specialized sectors such as health care, government and elections, where precision and security are essential. SeaChange's HITRUST and HIPPA-certified systems ensure compliance and protect sensitive information, supporting critical communications that impact public health, governance and democracy. By leveraging advanced technology and cutting-edge solutions, SeaChange continues to set new industry standards, driving modern communication strategies and delivering unparalleled value to clients.

Teresa Fudenberg is CEO of Storm Creek.
Doug Jackson is President of Storm Creek.

Storm Creek is a woman-owned, sustainably made clothing brand that cares a whole lot about purpose. Its curated lifestyle apparel collection is best-in-class in every layer, offering year-round performance and comfort from office to outdoor. Storm Creek’s clothing is made of better fabric (so soft) with a better fit (flattering for all) and a better finish (technical details, like UPF 30+), so its customers wear it for years to come (goodbye wasteful fashion!). Every Storm Creek style has a sustainability story - which includes bluesign® certified fabrics, recycled materials (50 million upcycled plastic bottles thus far), supply chain transparency and a commitment to giving back. In fact, Storm Creek is committed to giving $5 million to community and sustainability causes by 2030. It sells through three channels: specialty retailers/resorts, promotional products distributor and consumers. It is consistently recognized nationally as a small company doing big things. Storm Creek is ranked in the top 100 promo companies and top 50 executives, recognized as small business of the year and best place to work. Its product quality, constant innovation, sustainability metrics and meaningful impact are exactly what today’s buyers want!

Caleb Arthur is Founder and CEO of Sun Solar.

Sun Solar is a premier solar energy provider serving Missouri, Illinois and Kansas and is dedicated to helping homeowners and businesses achieve energy independence while saving on electricity costs. It specializes in designing and installing high-quality solar panel systems, battery storage solutions and energy efficiency upgrades tailored to each customer's needs. With a strong commitment to sustainability, it helps clients take advantage of federal tax credits, state incentives and net metering programs to maximize their return on investment.

Founded with the mission to make clean energy accessible and affordable, Sun Solar has built a reputation for exceptional customer service, top-tier solar technology and expert installation. Its team of experienced professionals guides customers through the entire process, from consultation and financing to installation and system monitoring. Whether reducing utility bills or increasing property value, Sun Solar empowers communities to harness the power of the sun for a brighter, more sustainable future.

Brandon Spear is CEO of TreviPay.

TreviPay believes loyalty begins at the payment. By understanding the diverse and unique requirements of B2B sellers, TreviPay’s global B2B payments and invoicing network enables enterprises to provide payments choice and convenience, open new markets and automate accounts receivables. Powering more than $8 billion in global trade, TreviPay was named a Leader in the IDC MarketScape for Worldwide Embedded Payment Applications 2024-2025 Vendor Assessment (#US51793524, December 2024). With more than four decades of experience, TreviPay serves leaders looking to build loyalty while driving efficiency and embracing new digital channels, especially in industries with large distribution networks such as manufacturing, retail and transportation.

Dave Harrison is President of VanTrust Real Estate, LLC.

VanTrust Real Estate was founded in 2010 as a full-service real estate development company with a regional emphasis and a national reach. It provides a full spectrum of real estate services to its clients and capital partners, including acquisition, disposition, development, development services and corporate services. Product types include office, industrial, multifamily, science and technology, and mixed-use. VanTrust shows up to measure its performance based on its collective success and to exceed all stakeholders’ expectations in every way. 

“Developing with a Difference” encompasses much more than finding the right property or building a successful project. VanTrust’s core mission is to serve as responsible stewards to the communities it operates in. Its diverse team is made up of development experts, backed by the ownership and capital base associated with the Van Tuyl Group. VanTrust listens, processes what it hears, then presents solutions based on its expertise that will generate the greatest value while minimizing risk. For VanTrust, it’s about more than transactions; its goal is to deliver developments that become part of the community’s fabric and strengthen it.

Terry Woodley is President and Chief Executive Officer of Woodley Building Maintenance.

Woodley Building Maintenance is a trusted commercial janitorial services provider, committed to excellence, innovation and efficiency. Founded in 1969, it delivers high-quality cleaning solutions that support businesses and communities.