Episode 17

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Published on:

27th May 2025

Execute Over Excuses - Will Proximity Plumbing

In this episode of TradesFormation Unlocked, host Adrian Fadini reconnects with Will Demirdonder, founder of Proximity Plumbing. Will shares his inspiring journey from a one-man van to leading a 20-plumber-strong team in Sydney’s eastern suburbs. He delves into his early days juggling high-rise jobs with private work, the key role of his partner Emily in scaling the business, and the transformative impact of strategic coaching.

The conversation reveals how Will’s mindset—marked by obsessive execution, emotional intelligence, and unwavering commitment—became the bedrock of Proximity's success. From rigorous daily training with his team to dominating a local market through focused branding, Will demonstrates what it means to execute without excuses.

What You'll Learn

  • The power of obsessive execution and disciplined routines
  • Why being unemployable can be a superpower in business
  • How Proximity Plumbing leveraged local branding to dominate a market
  • The pivotal role of Emily in operations and marketing
  • Why daily gratitude and goal-setting fuel success
  • The value of coaching and training for business growth
  • How to transition from technician to business owner
  • Strategic insights on choosing the right customer segments

💬 Memorable Quotes

  • "I need to dominate anything that's in front of me."
  • "Your social media isn't for selling—it's for branding."
  • "I want to be a specialist, not a generalist."
  • "There’s no substitute for consistent training."
  • "Don’t try to outsmart logical thought—hire a coach."

Business Growth, TradesBusiness, Plumbing Business, Entrepreneurship, Execution, Mindset, Coaching, Sydney Trades, Team Building, Branding, Marketing, Leadership

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About the Podcast

TradesFormation Unlocked
Sell. Scale. Systemise - The no BS podcast for Tradies
🔥 Description:
Welcome to TradesFormation Unlocked with Adrian Fadini — the no-BS podcast for tradies ready to break free from the tools and build real businesses. We dive deep into the sales, systems, and strategies that drive serious profit and sustainable growth. Whether you’re scaling your team, systemizing your ops, or just sick of doing it all yourself — this is your blueprint to sell smarter, scale faster, and systemize like a pro.

Raw insights. Real stories. Tactical gold.
Let’s get you off the tools and into control.

About your host

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Adrian Fadini

Adrian Fadini built Plumber To The Rescue from the ground up and turned it into one of Sydney’s most respected service trade businesses. He knows what it takes to build something that lasts—because he’s lived it.

After selling the business to his biggest competitor in 2012, he stayed on for two years, securing major commercial accounts—strata firms, pub groups, and businesses needing ongoing plumbing and electrical services.

Through it all, Adrian learned the power of training—not as a nice-to-have, but as a non-negotiable. It’s how he levelled up his team, created consistency, and built a business that could grow without him in the driver’s seat.

For over a decade, Adrian’s been coaching tradies across the service trades—plumbing, electrical, HVAC—you name it. He’s worked with clients at every stage, from solo operators trying to get off the tools to multi-million dollar businesses chasing serious scale.

Now, he brings all that experience to the table—real-world strategies, proven systems, and a genuine drive to help other tradies sell better, scale stronger, and systemize for long-term success.