Jack Hooper, CEO of GEM Energy, has spent the last 12 years shaping not just a company, but an entire industry. In a market that was once fragmented and unproven, Jack’s leadership has positioned GEM Energy as the benchmark for commercial Solar and Battery solutions in Australia.
We sat down with Jack to reflect on the company’s 12-year journey, a conversation that fittingly coincided with GEM’s 12th birthday and Jack’s own 12-year milestone leading the company. We reminisced about the early days, delved into how the Solar and Battery Industry is currently evolving, and explored what the future holds for both the sector and GEM Energy itself. What started as a bold vision in a largely unproven industry has become one of Australia’s leading commercial Solar and Battery solution providers.
Jack, let’s go back to the beginning. What was the commercial solar space like when you first started GEM Energy?
When we started, commercial solar was largely uncharted territory. The technology was evolving, financial returns were unpredictable, and the upfront capital costs were a barrier. It wasn’t an easy sell.
“Back then, a $100,000 to $200,000 investment in solar demanded not just foresight, but a risk tolerance far greater than what the market typically requires today.”
Jack recalls. “Solar systems cost almost twice what they do today.”
But instead of just talking about cost, Jack reframed the conversation around cash flow and structured finance. By partnering with financial institutions, GEM helped businesses understand that solar wasn’t a sunk cost; it was a smart, cash flow-positive investment. Finance options over 10 years meant businesses could preserve their capital while saving money from day one.
“That was the turning point for us,” Jack explains. “That shift — from CAPEX to cash flow — fundamentally changed the commercial solar landscape.”
And it worked. In FY17 alone, GEM saw a 300% increase in revenue and won the Clean Energy Council’s award for Australia’s best Solar and Battery installation.
That focus on financial outcomes seems like it’s still central to how you operate today. But what about the technical side, how do you balance cost and quality?
Jack’s honest about the challenges in the solar industry: too many players focus on being cheap rather than being good.
Jack doesn’t shy away from calling out one of the solar industry’s biggest problems: a race to the bottom on price, often at the expense of quality and value.
“In my view, the solar industry has a fundamental problem: it’s become a heavily commoditised, red ocean market where price dominates at the expense of quality and compliance. We see the consequences of this every day — according to the Clean Energy Regulator, around 25% of systems installed in Australia fail to meet basic compliance standards.
Too often, tenders are assessed on a simplistic cost-per-kilowatt basis. It’s a flawed metric that encourages corner-cutting and overlooks critical factors like engineering quality, safety, and lifecycle performance. This mindset is one of the core reasons the industry delivers so many poor outcomes. At GEM, we’ve always taken a different view — one that prioritises long-term value over lowest upfront cost.”
From day one, GEM took a different path. Whether it’s engineering, design, or safety, they’ve never cut corners, even when the market chased lower prices, a decision that has become a key differentiator.
Remarkably, most of GEM’s growth has come not from big marketing spends but from word of mouth. Even after surpassing $200 million in commercial revenue, the company has spent less than $100,000 on commercial marketing in 12 years.
“Our results, relationships, and reputation, that’s been our best marketing strategy,” Jack says.
And GEM was an early mover in batteries, well before they became mainstream. What made you take that leap?
While most of the industry was still focused solely on solar panels, GEM saw the bigger picture and started installing behind-the-meter batteries long before it was common. With the completion of 30 to 40 installations in the early days, GEM had a head start when batteries hit the mainstream.
A major milestone came when GEM deployed one of Australia’s first Tesla Powerpack systems in a commercial setting, a project still showcased on Tesla’s global website.
“That project gave us a glimpse of what the future could be,” Jack reflects. Today, batteries and smart energy management aren’t add-ons, they’re core to how GEM designs solutions. These systems deliver more than savings. They unlock additional revenue streams, increase asset value, and future-proof businesses against energy volatility.
It sounds like you’re seeing energy shift from a technical asset to a business strategy. What’s driving that change?
Jack nods. More than ever, energy is being treated as a strategic lever, not just an overhead cost.
“Net zero targets and emissions reductions are now front and centre, from the boardroom right down to operations,” he says.
Renewables are no longer optional for many businesses. Solar and battery systems are now considered critical infrastructure, tools to drive down energy costs, improve cash flow, win tenders, and boost the value of assets. With energy prices remaining volatile and sustainability under increasing scrutiny, smart energy management has become a business imperative.
But solar isn’t just install-and-walk-away. What’s one part of the equation you think gets overlooked?
Jack highlights something many businesses miss: maintenance.
“Based on our data, less than 5% of commercial solar owners have a structured maintenance plan,” he points out. “Solar isn’t a set-and-forget asset. Like any critical infrastructure, it requires ongoing care. If you neglect maintenance, you lose performance, and the costs creep up over time. To me, this represents an unacceptable level of risk for a cost that is only around 1-2% of the CAPEX on an annual basis”
How do your partnerships help clients achieve better long-term results?
The most successful projects, Jack explains, are the ones where GEM is involved early. Through Early Contractor Involvement (ECI) or a Pre-Services Agreement (PSA), GEM helps shape the project scope based on the client’s financial goals and emissions targets, reducing risk and improving outcomes from the outset.
“We’re not just here to install a system and walk away,” Jack says. “We work alongside our clients, managing the whole process with our in-house engineering and project management teams. It’s a partnership, not a transaction.”
This hands-on approach is why clients keep coming back, projects are delivered on time, on budget, and with results that stand the test of time.
While this isn’t always the approach customers opt for, it’s the approach we like the best.
Looking ahead, what’s next for commercial energy—and for GEM Energy?
For Jack, the answer is clear: the future of solar is inseparable from batteries.
“Solar without batteries will soon be a thing of the past,” he says. Already this year, half of GEM’s commercial sales have been battery-only solutions. It reflects a maturing market where businesses understand the full energy picture.
“Returns of 15–20% are common now, subject to accessing the full value stack of the investment. And as net zero targets accelerate, batteries have gone from a ‘nice-to-have’ to essential infrastructure for many organisations.”
He also sees virtual power plants (VPPs) changing the game, allowing businesses to turn their energy systems into revenue-generating assets. In fact, a significant percentage of the batteries we’re now deploying are marketing-facing batteries that don’t have solar coupled.
And when it comes to impact, do any particular projects stand out?
One Queensland school comes to mind immediately. Before working with GEM, they were spending roughly $400,000 a year on power. After installing an 800kW solar system, a 1,200kW battery, and upgrading to LED lighting, their annual bill dropped to around $40,000 to $50,000.
“That’s more than $350,000 a year they’re saving, and now that money goes straight back into education,” Jack says. “That’s the kind of impact that makes it worthwhile.”
Finally, how would you sum up where GEM Energy is today?
With in-house engineering, electrical, and project management teams, GEM has built a national reputation for delivering bespoke energy solutions designed around each client’s unique needs, not cookie-cutter products.
“Our approach is end-to-end and our job is to help businesses turn energy from a cost centre into a competitive advantage,” Jack says.
And as for what’s next? Jack leaves no doubt.
“We’ll keep driving change. We’ll keep raising the bar. And we’ll continue to lead the industry forward.”