About Guthrie & Frey

Our Story

Local, family-owned Guthrie & Frey Inc. was founded in 1974 and expanded in 1995 to serve Waukesha County in southeastern Wisconsin, as well as Jefferson, Washington and Walworth counties.

Today, the company is split into two vital divisions—the parent company well pumps side and the water filtration and conditioning side, run by son Robert Frey and his wife Susan Frey. Guthrie & Frey Water Conditioning is headquartered in Hartland. Due to company growth, a 2nd full service location in Mequon was recently opened, to offer more complete service and products to customers in Ozaukee County and the north shore area.

Owner Rob Frey is a Certified Water Specialist Level VI, one of the highest levels of certification in the Waukesha County area. Additionally, all Guthrie & Frey technicians are Contracted Appliance Plumbers, among the most highly qualified trades people working in the plumbing industry. All of our Plumbers take part in compulsory continuing education programs each year. They also adhere to stringent regulations which ensure that customer satisfaction remains a priority.

We believe that our next age of exploration will be an exciting and adventurous time, with Guthrie & Frey involved in acquiring new knowledge about innovations in water conditioning. Our affiliation with the Water Quality Association allows us to focus on offering the best knowledge of water quality issues, new technology and solutions. Going forward, we will continue to make a clear difference in the water conditioning industry.

Why Choose us?

There are many reasons to choose Guthrie & Frey for your water conditioning needs, including:

  • Extensive warranty on parts and labor. Lifetime tank warranty. Ask for details.
  • One year interest free rent-to-own available on all equipment.
  • Rental rates will never be raised.
  • Free installation (inquire for details).
  • Everyday competitive pricing.
  • Automatic salt delivery program.
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We're Members Of:

  • Metropolitan Builders Association
  • Water Quality Association
  • National Association of Home Builders
  • Wisconsin Department of Natural Resources.

Get To Know Guthrie & Frey

We've got a lot to be proud of! Check out our team and what others have to say about us.

Get To Know Us

Our Team

Want to learn more about your service providers? Get to know our awesome team of technicians and customer service representatives.

How We Give Back

Community Involvement

Guthrie & Frey is more than just a water softener company. We also proudly support a number of local community organizations. Learn more about our community involvement.

Work With Us

Employment Opportunities

Become a part of Guthrie & Frey’s team! We are always looking for energetic and hardworking people to join us. Take a look at our open positions.

Hear What They Say

Customer Testimonials

Don’t just take our word for it. Here’s what our customers have to say about Guthrie & Frey’s service.

Don’t Just Take Our Word For It

“Very happy with G&F’s quick response. They were willing to work with me and listened to my frustrations. Impressed with the customer service.”

Lan S.

“Excellent service, arrived on time, knowledgeable and friendly serviceman.”

Dawn A.

“Guthrie and Frey are always so courteous and knowledgeable. I feel confident in my understanding of the equipment and the job they have done each time after they leave. Thank you!”

Jennifer P.

“Great communication from their sales department. Clean and efficient installation. They couldn’t have made it easier for me.”

Molly M.

“They are very attentive and responsive. They describe things in a way my wife and I can understand. They have excellent payment options. I would highly recommend.”

David E.

“Totally courteous, prompt, knowledgeable and professional. It is a pleasure dealing with Guthrie and Frey.”

Mike C.

“We have been using Guthrie & Frey for over 16 years. They are fantastic. Very responsive, friendly and great workmanship.”

Greg V.