What does it take to build a lasting family legacy across multiple industries—from automotive to healthcare, solar, taxes, and beyond? In this episode of The Covert Code Podcast, I sit down with Alex Herrera, a serial entrepreneur whose dedication to community and family drives everything he does. Discover Alex’s remarkable journey from his automotive roots with Midas and Meineke franchises in Texas to building a thriving 30-year automotive legacy in Arizona’s Scottsdale Airpark—the only Costco certified service center with five-star ratings across the board. Learn how finding the right partner, closing the door on your past, and expanding beyond your comfort zone can transform you from passionate technician to multi-industry entrepreneur. Whether you’re building your first business or your fifth, Alex’s insights on legacy, family, and strategic diversification will inspire your entrepreneurial journey.

Alex Herrera ImageMeet Alex Herrera

Alex Herrera is a seasoned serial entrepreneur and founder of Sun Energy Today and Adam Energy Finance, with over two decades of experience launching, scaling, and optimizing businesses across automotive, e-commerce, and clean energy sectors. After building successful ventures in Arizona’s competitive market, Alex has focused extensively on solar energy and tax credit strategy, working closely with individuals and organizations to unlock the full financial potential of clean energy initiatives through innovative financing structures including EB-5 programs, family office partnerships, and alternative capital strategies. With deep expertise in both residential and commercial solar projects, Alex specializes in identifying high-impact opportunities, navigating complex regulatory frameworks, and developing scalable systems that make sustainability both financially sound and strategically advantageous. His hands-on leadership approach and commitment to building relationships based on trust and measurable value have positioned him as a respected voice in solar entrepreneurship during one of the industry’s most transformative periods.