FIND A CONTRACTOR BUYER'S GUIDE
BECOME AN INDUSTRY PARTNER
MCAA Logo
MEMBER LOGIN JOIN
NEWS
The 2026 MCAA Annual Online Auction ↗

Mike Rowe Is Ready to Hit the Dirt with Caterpillar Customers and Dealers

Words: Kate AlwardCaterpillar Inc. (CAT: NYSE) has announced that it is partnering with Mike Rowe, the creator and star of the Discovery Channel’s Dirty Jobs and founder of mikeroweWORKS.com. With Mike’s dedication to the trades and Caterpillar’s commitment to its customers, the two have joined forces to highlight the important and essential work Caterpillar customers perform everyday.

Rowe will be spending time with Caterpillar customers and dealers to get a real world perspective on their jobs and how the two partner to be successful. These encounters will be featured on cat.com and at Cat Dealerships across the country and will be used to demonstrate the solutions that Cat Dealers provide their customers throughout the lifecycle of their equipment, highlighting their superior parts and service support.

“When hard work is being performed and progress is being made, Mike wants to be in the thick of it, so teaming with him is an absolute perfect fit,” said Denny Vosberg, Caterpillar Parts and Service Support Manager. “Our dealer personnel are the best in the world and have been supporting our customers with their critical work for generations. Now is the time to shine a light on it and Mike is going to help us with that.”

Rowe, who calls himself a perpetual apprentice, has performed more than 300 jobs in locations around the country via his show, Dirty Jobs, which is currently one of the Discovery Channel’s most popular programs. Mike is also the creator of mikeroweWORKS.com, a website dedicated to and for people in the trades to meet, discuss relevant topics and learn what is the latest in the industry. He says his partnership with Caterpillar was “inevitable” because the two share the same work philosophy.

“I see Cat equipment and the hard working people operating it around the world, building and creating infrastructure,” said Rowe. “I’m excited to go beyond the machine and talk with the people who are actually making it happen.”

More information can be seen on www.cat.com.
 0
Outreach Outlook: Springing into Action – The Season of Growth
March 2026

There is a distinct shift in the air when March arrives. You can feel it on the job sites, and you can certainly feel it in the classrooms. As the winter chill begins to lift and the days are a little longer, the construction industry naturally wakes up f

Robert Melgaard
Outreach Outlook
Read More
Chairman's Message: Laying the First Brick - A Fresh Start
March 2026

As we head into a new year, I’m excited and, honestly, grateful to step into the role of Chairman of the Mason Contractors Association of America. This industry has been good to my family, and I see this role as a chance to give back and help move things

Kent Huntley
Chairman’s Message
Read More
GEN NXT: 2026 Skills Challenge Winners
March 2026

After another successful year of the Skills Challenge, the MCAA had the opportunity to speak with the three 1st Place winners of each skill level. Get to know their journeys, motivations, and the mindsets they have in order to compete in a national compet

Justin Stengel
GEN NXT
Read More
2026 World of Concrete Recap
March 2026

The 2026 World of Concrete Convention marked another successful year for masonry. From the world-renowned Skills Challenge and Fastest Trowel on the Block competitions to the new innovative GEORGE AI class, we gained a lot of ground in pushing this indust

Justin Stengel
Industry News
Read More