Forward Heating and Cooling

In Forward Heating and Cooling's own words

At Forward Heating and Cooling we offer a comprehensive list of residential HVAC services. We can take care of your needs on residential changeouts, service, boilers, geothermal and everything in between.

Trade

HVAC contractor

Business address

906 Watson Ave, Madison, WI 53713

Telephone

(608) 230-6638

Website

forwardhvac.com

Hours

• Monday6:00 am - 9:00 pm
• Tuesday6:00 am - 9:00 pm
• Wednesday6:00 am - 9:00 pm
• Thursday6:00 am - 9:00 pm
• Friday6:00 am - 9:00 pm
• Saturday7:00 am - 5:00 pm
• Sunday7:00 am - 5:00 pm

From the business's Google listing, checked Oct 2026

Register

WI register

Recorded as supplied and as found in public sources. This register makes no credential or quality claim about any business; check license status with the state board.

Google Reviews

5.0 ★★★★★ (44)

• If you are looking for exceptional local service from a professional team that will resolve HVAC issues in timely manner at a fair market price look no further. I have used Forward Heating and Cooling twice for service on our house and highly recommend.

  Sam W.★★★★★

• Sam is the best! 100% recommend, and look forward to working with him again on other needs. Great guy and professional service.

  Kevin★★★★★

• Forward Madison did a fantastic job at my property. Very friendly, attentive… best thing is that it charges considerably less than the “big brands” using the exact same parts and skilled labor. Would highly recommend.

  Pablo F.★★★★★

• Sam is consistently the consummate professional, and has delivered multiple successful service calls for me, including full AC unit and furnace replacements. Each time there's no stress, no faff, just a fair price and staying until the job is done. I don't often write reviews but in this case it's well warranted, I'll continue to trust Forward with home heating and AC needs. If you're on the fence or looking, you found the one

  Connor W.★★★★★

• My furnace went out right before Christmas, causing much stress and anxiety. Sam and his staff were extremely responsive in getting a replacement furnace installed in my home the morning after Christmas. Highly responsive, highly efficient, great communication, high integrity and amazing post-install clean-up. Just recently had a follow-up issue with furnace humidifier, and although this team is extremely busy with so many folks needing furnace replacement and repair during the winter months, Sam was again good with communication and sent staff (Dave, who was great!) out to get it sorted. Thanks so much to Sam and his crew at Forward Heating for all of your help.

  Amber R.★★★★★

• Highly recommend calling Forward Heating and Cooling for all your heating/cooling needs. I woke up one Saturday and my furnace wasn’t working. I called Forward and Sam was over to look at my furnace a little over an hour later. Sam identified the issue and was able to do a temporary fix to keep my furnace working until it could be replaced. His installers came that Tuesday and installed the new furnace. They were very courteous and efficient. Sam and his team provided an excellent service (and product, new furnace is an upgrade from my old not-energy-efficient one). I’m also having a new AC unit installed this spring. If you want to work with good people, I recommend hiring Sam and his team at Forward.

  Danielle L.★★★★★

• Sam came out and diagnosed my furnace on a Saturday and we were able to determine what was wrong with the furnace. I was able to find the part and have it repaired quickly.

  Bret W.★★★★★

• Sam is fantastic! We had out heat go out this morning and he was quick to get out and help us! Couldn't ask for a better experience.

  Justin M.★★★★★

• Great service and fast! Sam was wonderful and his installer did a very good job!

  Linda G.★★★★★

• Feb 2024: Showed up within 20 minutes right before a huge blizzard. Worked until he found the solution! Very kind and knowledgeable. Nov 2024: we has a different issue with the furnace. Sam and I talked through numerous options. We decided to have the furnace replaced. His guys were in and out in 4 hours flat and left no trace. Would recommend to anyone!

  Mandy C.★★★★★

• Forward is fantastic! They have great pricing and the response and schedule time is great. One top of that everyone is super knowledgeable and friendly. Will choose them every time!

  Tori A.★★★★★

• I couldn't be happier with Sam and his team. They provided expert advice and insight to help me understand our heating system and options. The bid was in line with our other estimates; and we decided to work with Sam due to his reviews and rapport. I work out of town, and needed to have the boiler replaced while I was unavailable / working. Sam and his team did the work seamlessly, without me being available in person. I was very pleased to have all the work done promtly, when suggested- and got to see all the work done the following weekend in person! It turned out great. Thank you Sam and the Forward Heating and Cooling Team!

  Jonathan K.★★★★★

• Forward just finished up a heat pump and three heads install on a house with no AC on the second floor that we just recently purchased. After getting multiple quotes, the vibes, the price, and the small local business aspect were what caused us go with them. And we're very happy we did. Sam and his team were timely, fairly-priced, communicative, responsive, patient, and a pleasure to interact with. Pretty much what everybody else said. I will without hesitation go to him for HVAC issues and upgrades in the future, and would wholeheartedly recommend him to anyone.

  Benjamin M.★★★★★

• Sam and his team installed a new furnace and A/C for us. I got three quotes and choosing Forward was an easy choice. I'm a contractor myself and picky and detail-oriented, and I'm very happy with the quality of work they did. His prices are also lower than the competition.

  Michael D.★★★★★

• I discovered I had no heat in the house so I called Forward. Sam was here in less than a half hour and has me up and running in terms of heat. I would give them six ⭐s.

  Betsy W.★★★★★

• Great, quick service!

  Zach W.★★★★★

• Forward Heating and Cooling installed a new Carrier furnace in my house in early November, 2022 (also scheduled to have the AC replaced in the spring). I obtained four quotes from various Madison-area HVAC contractors, to include a couple of the big names. I went with Forward Heating and Cooling for a number of reasons. Sam, the owner, was extremely knowledgeable and was primarily concerned with making sure I had the right equipment for my needs. He answered all of my questions and provided helpful, pertinent technical information to help me make my equipment decisions. His quote came in well below the other companies and he didn't try to upsell me or provided unneeded services/add-ons. He was able to install the furnace withing a few days. The installation was done quickly and they cleaned up after they were done. Now that I've had the furnace in for two months over a really cold spell, I can see Sam made the right calls on the furnace size/type. I really could not have asked for anything more in an HVAC contractor. I highly recommend Sam and Forward Heating and Cooling.

  Doug R.★★★★★

• Our furnace was not working and Nate came to the rescue! Despite the first snow and a commute Nate was on time at 7:30 am! He was friendly and very polite! Even offered to take his shoes off with the snow. He was very knowledgeable with our furnace. He got us back up and running. I would definitely recommend Forward Heating and Cooling! Thanks Nate for getting us warm again!

  Leigha B.★★★★★

• Sam and his crew did a fantastic job with our furnace, water heater, and AC installation. He was extremely patient with us as we worked out our conversion to natural gas, and gave us great advice along the way. It was invaluable to have personal service from someone like him and his team. I can't recommend them more! Thanks guys!

  Kyle A.★★★★★

• Sam did a great job of getting our furnace up and running again on a very cold wintry night. He came within a couple hours of my call (he was out servicing others), diagnosed and fixed the problem quickly and didn't unfairly gouge me even though I called him later on a Friday night. He was very pleasant and communicative from start to finish. I'd give him more stars if I could. P.S. he was Covid careful and wore a mask which we appreciated.

  Jeff E.★★★★★

• Sam was awesome! We got three quotes and Sam's price was much lower than the other two. Sam and team installed a top brand (Carrier) unit. Sam was very timely on responses (usually with in a few hours) and kept his promises. Would recommend Forward to everyone interested in HVAC services of any kind.

  Tyler S.★★★★★

• Reached out after our boiler died. Worked with Sam and he was immediately responsive, flexible with scheduling and punctual. He gave me a thorough run down on what we could do in our old farm house with great deal and consideration for the final look. He was timely with the follow up quote and I greatly appreciated it. The bid and timelines were very reasonable.

  Eric W.★★★★★

• Since 2011 Sam has installed two complete geothermal HVAC systems for me. One was a new home and one was a remodel. Sam also installed a garage furnace and has maintained both of the geothermal systems. Sam's work has alway been professional, cost effective and timely. We recently returned from weekend away to find the heat not working. We live an hour from Madison but Sam was able to access our thermostat remotely, activate the backup heating system, and have the house warmed up by bedtime. He then made the trip to replace a part in the geothermal system. I have been a landlord for forty years and never worked with a better HVAC contractor.

  Robert L.★★★★★

• Sam installed a geothermal system for us. Two years in, we can't say enough good things about the system and working with Sam. He was easy to work with, a good communicator, and very responsive. It was a big remodel project and required some creative work to tie the new and old parts of the house together. Even in the coldest days of winter, it's kept our house right at the set temperature. I would definitely work with Sam again.

  Scott L.★★★★★

• Super fast, professional and reasonably priced.

  Carolyn E.★★★★★

• Great value. High quality work and estimate beat many others.

  Brian W.★★★★★

• Sam Jones/Forward Heating and Cooling installed a geothermal system in my home. You'll not find a contractor as reliable and responsive as Sam Jones. Great work ethic, doesn't cut corners, extraordinarily responsive- always calls or texts me back usually within an hour or two. Meticulous, trustworthy, and very reasonable. Obviously, I can't say enough good things.

  Kristi A.★★★★★

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