Double X Digital

Federico Marsico founded Double X Digital in the summer of 2020 as a digital marketing agency built specifically for HVAC and plumbing contractors. According to his own account on the site, he has since worked with more than 550 HVAC businesses, with current capacity of roughly 100 to 150 HVAC and plumbing companies per year. His positioning is that of an operator-marketer rather than a pure agency founder: in November 2024 he acquired part of Boost Air Heating and Cooling, a startup HVAC company he says is on pace to double in size by the end of 2025, giving him a foot in both the marketing and service-delivery sides of the trade.

Marsico frames his background around the hard lessons of early entrepreneurship. He describes a period of generating millions in revenue while still losing money, an experience he credits with forcing him to learn sales, appointment setting, accounting, and systems-building from the ground up. Those operational disciplines now shape how Double X Digital runs client campaigns, with an emphasis on call tracking, CRM, and transparent KPI reporting rather than brand-level creative work.

The thesis guiding the firm is that home-services contractors are poorly served by generalist agencies and need partners who understand the economics of a service call, the seasonality of HVAC demand, and the mechanics of lead-to-booked-job conversion. His stated long-term ambition is to move beyond marketing services into partnering with or acquiring HVAC companies directly. The public founder story is self-written and promotional in tone; specific prior employers or formal credentials are not stated on the site.