When Matthew McDaniel joined CITY as Vice President of First Aid, it wasn’t because he needed a new job. It was because he missed helping and leading people.
“My background was in route-based first aid,” Matthew shared. “At the time, I was working in mergers and acquisitions, and while I wasn’t unhappy, I was bored. I missed being in the game—working directly with reps, with customers, and driving a business forward.”
After connecting with CITY President Colin Wetlaufer and learning about the company’s culture, McDaniel found exactly what he was looking for: a family-owned business with ambitious goals and a supportive environment.
“The happiest I’ve ever been professionally was in a privately-owned first aid business,” he said. “CITY gave me the opportunity to build something at scale, with the kind of alignment and support that’s rare in this industry.”
From Start Up to Functional: Laying the Foundation
When Matthew arrived, CITY’s First Aid division had strong potential—but needed structure. “Admittedly, there was a lot of opportunity,” Matthew said. “Great people, but no real direction.”
One of his first hires was First Aid Administrator Katie Schneider, who helped overhaul warehousing, procurement, and logistics. Together, they redesigned how inventory was managed, orders were picked, and products got to the customer. This foundational work created the backbone needed to scale.
“My leadership style is all about surrounding myself with people who are good at what I’m not,” McDaniel said. “Katie is the one who makes the vision operationally possible.”
Growth with Purpose
Under McDaniel’s leadership, CITY First Aid quickly doubled its run rate in just five months. The team expanded from two routes to six, rolled out new safety training capabilities, and leaned into cross-selling PPE, eyewash stations, AEDs, and more.
“There are five core branches of revenue in our business,” he explained. “My goal is simple: I want customers to think of CITY anytime something comes up, even remotely related to safety.” But McDaniel’s ambition isn’t just about revenue. It’s achievable. But it’s not just about scale—it’s about doing things the right way.”
People First, Always
Whether bringing in seasoned veterans or blank-slate rookies, Matthew’s expectations are clear: Be smart. Be fast. Be obsessed with the customer.
“This is a contract-free business. We can lose a customer in five seconds,” he said. “So I want freakishly communicative, customer-invested people who follow through the same day. That’s the expectation—not something I’m going to drag out of you.”
That mindset has attracted people who believe in the mission. “There’s no greater honor than someone who chooses to follow you into a new company,” Matthew said. “That tells you they trust the vision.”
Real-World Impact
It’s not all strategy and structure. McDaniel is driven by moments that remind him why this work matters. Just last week, his team helped overhaul first aid systems at three meat processing facilities. “I left knowing they were better prepared for emergencies than they’d ever been,” he said. “That’s a good feeling.”
And when it comes to AEDs, the stakes are even higher. “The most powerful call I’ve ever gotten is when a product we sold saved someone’s life,” McDaniel said. “You don’t forget that. You don’t ever take that lightly.”
A Place to Belong
CITY isn’t just another company to McDaniel. It’s home. “I’ve never felt this supported before—like the company’s vision and my own are in sync,” he said. “The energy, the speed of decisions, the marketing support—it’s unlike anything I’ve seen in a private laundry. I want to build something special with people I care about. I don’t just want people to work for me—I want them to work with me. And I want them to win.”
And as for the journey ahead? “This business has momentum. We’re gaining ground every day,” he said. “And I’m just getting started.”