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Based in Chicago, Keller-Heartt Oil has grown from an industrial lubricant distributor into a broader supplier of chemicals, cutting fluids, diesel exhaust fluid, and equipment solutions for businesses across multiple industries.
That evolution, according to President and Owner Brian McGrath, was driven by necessity.
"One of the biggest challenges we've faced is the slowdown in the lubricant market itself," McGrath says. "Rather than stand still, we made the decision to diversify."
As demand for traditional lubricants leveled off, Keller-Heartt recognized that relying on a single product category wasn't a sustainable path for growth. The company expanded into complementary products and services, including industrial chemicals, cutting fluids, diesel exhaust fluid, and dispensing and storage equipment. The strategy transformed Keller-Heartt from a product distributor into a comprehensive solutions provider.
Have a vision, and don't think short term. When you take on a new venture, you need to see the light at the end of the tunnel before you even start walking toward it.Brian McGrath, President and Owner of Keller-Heartt Oil
For McGrath, that willingness to evolve has been essential to the company's longevity. Entrepreneurs launching new ventures, he says, should think beyond the immediate results and focus on building a business with purpose.
"Have a vision, and don't think short term," McGrath says. "When you take on a new venture, you need to see the light at the end of the tunnel before you even start walking toward it."
McGrath believes that vision must be paired with the right people and resources to turn ambitious goals into reality. While strategies and markets will inevitably change, having a clear direction helps businesses make smart decisions along the way.
After decades of navigating changing market conditions, Keller-Heartt has also learned that resilience isn't simply about persevering, it's about recognizing when it's time to adapt.
"Never give up, but know that 'not giving up' often means being willing to pivot," McGrath says. "There are always new opportunities out there. The businesses that thrive are the ones actively looking for them — not waiting for them to show up."
That mindset has enabled Keller-Heartt Oil to remain relevant for nearly a century, even as its industry has evolved.
By embracing diversification, maintaining a long-term vision, and staying open to new opportunities, the company continues to demonstrate that enduring businesses aren't defined by the products they started with — they're defined by their ability to grow alongside their customers.
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