Beloman Strives To Be ‘Superhero of Home Comfort’


Beloman, the company’s mascot, poses with a child at an event.

By Jerri Stroud, BBB Editor

To survive 57 years in the heating and cooling, Jim Lugge’s family has had to adapt to changing technology and trends.

Early on, the family called itself Belleville-O’Fallon Heating & Cooling after the locations of its two locations – one run by Lugge’s father and one by his uncle. “After writing that on checks a few times, we shortened it to Bel-O,” said Lugge, who took over the company after his father retired in 1993.

Eight years ago, the company came up with the Bel-O Man, a mascot styled as “the superhero of home comfort” who could give customers peace of mind that they were using a high-quality firm. The company adopted Beloman as its new moniker.

Beloman’s mission is simple, “Do the job right the first time, every time.” In addition to heating and air conditioning service, Beloman also does plumbing, pest control and forms sheet metal for outdoor applications, such as metal roofs and gutters.

“Every employee represents the company, and they have to do it well the first time,” Lugge said. “If we do have a problem, we address it immediately.”

Sales Manager Jerry Harrington says every employee is empowered to do what they need to do to satisfy a customer.

“It’s huge to know that your boss has got your back,” Harrington said.

Harrington said Beloman tries to instill in every one of its 50 employees that “we are all service people,” not just the technicians in Beloman’s fleet of 40 vehicles.

Jim Lugge

Jim Lugge, president of Beloman.

Customer service training is ongoing, and the firm credits much of its success to a customer review program begun earlier this year. Each employee is given cards that they hand out to satisfied customers, asking them to write a five-star review on the company. Customers can choose among several places to post online reviews, such as Better Business Bureau, Google and others. The company has received more than 280 reviews, including 38 on

Employees can earn rewards based on the reviews they get, and the firm posts outstanding reviews in the company’s meeting room. The review program has supplanted the company’s previous surveys because the results are updated without using up valuable staff time.

“It’s an absolutely wonderful program,” Harrington said. “Jim and I and others look at [reviews] daily. It’s a way to tell how people are doing in the field.”

Beloman also uses training programs from Carrier, which it represents as a distinguished dealer and authorized factory repair facility.

The company’s charitable activities have included work with Rotary Club, a local violence prevention center, an arts center and annual “secret Santa” programs with local charities.

Beloman, 5909 Cool Sports Road, Belleville, Ill. 62223

President: Jim Lugge


Mission statement: Do the job right the first time, every time.

BBB prepares profiles of BBB Accredited Businesses and BBB Accredited Charities as part of its TORCH Awards process. Beloman. is a winner of the BBB St.  Louis TORCH Awards. To sign up for the event,click here.



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