SAS Service Partners acquires ProCure Heating & Air and retires the brand into Austin Air Conditioning

SAS Service Partners, the Austin-based HVAC, plumbing, and electrical platform backed by Storr Group, has acquired ProCure Heating & Air, a Buda, Texas contractor serving the Central Texas market. Rather than run ProCure as a standalone brand, SAS has folded the business into Austin Air Conditioning, the legacy company it acquired to launch the platform. Financial terms were not disclosed.

The asset.

ProCure operated out of Buda, in Hays County along the Interstate 35 corridor south of Austin, handling repair, replacement, and maintenance work for homeowners and light commercial customers across Central Texas. The company was established in 2024 and earned Better Business Bureau accreditation in March 2025. Customers are now directed to Austin Air Conditioning.

The compressed timeline is the notable part. ProCure was roughly two years old at closing — a customer file, a service brand, and a licensed technician base assembled quickly in a growing suburban corridor, then absorbed rather than preserved.

The platform.

Austin Air Conditioning has served the Austin market since 1990 and operates from Pflugerville, northeast of the city. SAS acquired it as its platform asset — the transaction that launched SAS as a consolidator — and has built out Central Texas around it since, adding a second Austin-area HVAC business in Cool Atmosphere and, in Leander, the 1994-founded Roger’s Plumbing, which SAS described at the time as its third acquisition in Austin.

The platform has also moved beyond Austin inside Texas, adding Samm’s in the Plano and greater Dallas market and, in March 2026, Ideal Air Services in Katy, west of Houston. SAS states it is looking for HVAC, plumbing, and electrical companies with strong local brands in Texas, Florida, Arizona, and Nevada.

Its operating bench is drawn from national home-services businesses. President and chief operating officer Greg Worley spent more than two decades at Service Experts, including a stretch integrating more than 20 acquired companies simultaneously, after nearly 20 years at Sears Home Services.

Hub brand, not a house of brands.

Two consolidation models are running side by side in the residential trades. One preserves acquired brands indefinitely, betting that local name recognition and review history are the asset being purchased. The other picks a single hub brand per metro and migrates everything into it, betting that marketing efficiency, one phone number, and one dispatch board beat brand nostalgia.

SAS is running the second model in Austin. ProCure’s customers now carry a brand that has been in the market since 1990 rather than one founded in 2024.

For sellers, the implication is worth understanding clearly: if your brand is not the one a buyer intends to keep, that does not by itself reduce what your business is worth — but it does change what you are actually selling. The value sits in the customer file, the maintenance agreements, the technicians, and the market position, not in the name on the truck.

What it means.

Texas remains one of the most heavily worked residential markets in the country, and the Austin corridor now has multiple funded platforms buying inside the same ZIP codes. Density is the objective — buyers are adding routes and technicians in metros they already serve, which means smaller and younger books are transacting than conventional wisdom suggests.

Across the Sun Belt the pattern holds. Buyers with a defined geographic thesis are filling in rather than expanding outward, and the businesses clearing the bar are not only the thirty-year legacy names.