Mission & Vision
At Eco-Logical, we’re redefining sustainability. Our mission is to deliver innovative energy-saving technologies that benefit people and the planet.
About Us
At Eco-Logical®, we believe hot water should be efficient, reliable, and accessible to all. While our heat pump water heaters may carry a new name in the market, they are backed by decades of expertise and proven global manufacturing. Our engineering and marketing teams are not inhibited by legacy gas or electric element models. They are all about today and tomorrow not yesterday.
Our team brings together many decades of combined experience in energy efficiency and technology, from designing energy programs to developing and supplying efficient products, as well as expertise with building companies, managing brands, and launching market-changing products with financial discipline and strategic vision.
In addition, Eco-Logical is proud to be a sister company to Bits Limited, a long-established leader in the energy efficiency industry known for pioneering products like the Smart Strip™ and innovative energy-saving solutions since its founding in 1986. The legacy of Bits Limited strengthens our commitment to delivering trusted, practical technologies that save energy and reduce costs. –You know us.
A Brand Built on Efficiency Eco-Logical® is a well-established brand with a plumbing lineage that includes WaterSense-rated shower heads and aerators, trusted for delivering water savings and performance to homes nationwide.
Tested and Certified to the Highest Standards Eco-Logical® Heat Pump Water Heaters have endured rigorous third-party lab testing, earning all required certifications while exceeding ENERGY STAR® standards. They are certified by industry leaders such as NEEA, AHRI, the California Energy Commission, and the U.S. Department of Energy. We have built in trust.
Built by Global Leaders Our UNOS™ Heat Pump Water Heaters Towers are built by one of the world’s largest appliance manufacturers and shares its platform with at least two other prominent US brands and numerous global brands.
The OMNI™ Split System factory has been building industry-leading heat pump water heaters for over 20 years, specializing in air-to-water DC inverter systems sold in over 50 countries worldwide.
Factory Engineering Excellence & Capability
- Performance in temperatures as low as –30°C (factory capability)
- A+++ efficiency, digital controls, eco-friendly refrigerants
- Smart Wi-Fi control, intelligent active defrost. Enhanced vapor injection (factory capability)
- Manufactured with advanced CNC sheet metal, intelligent welding, and automated assembly lines.
With Eco-Logical® OMNI™ Split System and UNOS™ Towers, you are choosing products backed by decades of experience, proven performance, and a team dedicated to delivering the future of hot water – today.
Our Team
A legacy of expertise, backed by a passionate team dedicated to creating a cleaner and electrified future.
Rod Williams
President
Rod was born in Australia. After completing his commerce studies, he left home to see the world at age twenty-three. His first overseas trip saw him catch the Trans-Siberian railroad across Russia which excited him for more adventure.
He has lived and worked in Australia, France, Switzerland, London and Newburyport Massachusetts and conducted business in forty countries during his business development career. He has always had a keen interest in history and what makes people tick in each of those societies.
During the last 15 years he has worked in the energy efficiency and electrification industry whilst living in Santa Cruz California with his wife Sheila and youngest daughter, Sophie. He considers himself bi-coastal, but in his case, meaning West Coast USA and East Coast Australia. He is still a keen skier, mountain biker and rower.
Scott Wilson
Vice President of Sales
Problem-Solver | Deal-Maker | Team-Builder | Advocate for a Sustainable Future
With 40+ years of experience in utility, solar, and energy-efficient solutions, Scott Wilson is a seasoned leader in sales, sourcing, and market expansion. As Principal at Bits Limited and VP of Sales & Marketing at Eco-logical, he has helped organizations reduce their carbon footprint through innovative technologies.
Scott’s career is built on trust, responsiveness, and making clients’ jobs easier—whether through sales strategies, supply chain optimization, or delivering sustainable solutions. With experience working with factories in the U.S. and China, he has a strong track record in business development and relationship management. A firm believer in science and sustainability, Scott is dedicated to reducing carbon emissions and creating a cleaner future for generations to come.
Scott has served for eight years as the volunteer President of the Board for Cyclists for Cultural Exchange, a 34-year-old international nonprofit promoting world peace through cycling. CCE supports cycling groups worldwide and organizes the annual Strawberry Fields Ride, a 1,000-rider event through Santa Cruz County, California, powered by 110 volunteers.
Scott has a wicked succulent garden, and now the longest bio on the team.
Carl Uthe
Vice President of Business Development
Carl Uthe has been working in the energy efficiency industry since 2001, with a focus on designing and implementing energy-saving programs for electric utilities, large retailers and product manufacturers. Over the years, he has gained extensive experience managing teams and collaborating with utility companies and power authorities across North America. His work has included product testing, enhancements, and publishing technical results in state reference manuals, contributing to advancements in energy-efficient technologies.
Outside of his professional life, Carl enjoys music/playing guitar and has a passion for outdoor activities like hunting, hiking, fishing, and camping. He cherishes time with his wife, three daughters, and his buddy Chucky the pit bull.
Eric Kramer
Chief Financial Officer
Eric Kramer is a seasoned business executive with over 35 years of CEO and CFO level experience. He has started and/or managed a number of companies, ranging from a small product development company to a mid-sized publicly traded manufacturing company.
Mr. Kramer considers innovation to be a key ingredient to success and has co-invented and developed several new products, some which were awarded patents. Since 2015, he has focused on energy efficient and electrification products available to consumers through utility rebate programs.
Technology Milestones & Timeline
1986
BITS Limited began in 1986 as Barton International Technical Services, repairing advanced medical equipment.
2004
In 2004, we invented the Smart Strip™ which launched the “Advanced Power Strip” category.
2025
Now focused on energy-saving solutions, we continue to innovate with products like LED lighting, water-saving fixtures, and the ECO-LOGICAL™ heat pump water heaters in 2025.
2050
Our Avatar Intelligent collection is the dominant and most efficient solution for heating and cooling in residential, neighborhood, community and commercial settings.
Our Partners
Certifications
