HERO started with a simple belief: the HTM industry could feel more human. Founders Peter Bonin and Kevin Lynskey wanted to build something focused on people, purpose, and partnership, not just equipment.
The original meaning of the name HERO says it all: Healthcare Engineering Resources Optimized. We believed then, and still do now, that when service technicians feel supported, valued, and connected to the mission, better outcomes follow for hospitals and for patients.
Today HERO works in three main areas: Biomed Asset Management, Hospital Bed Service, and Equipment Rentals. But honestly? The real focus hasn’t changed since day one.
“We’re here to provide Solutions, deliver Value, and build Relationships. We don’t want to be the biggest,” Lynskey said. “We want to be the most trusted, the most responsive, and the most invested in patient care and the people who make it happen.”
TechNation recently found out more about HERO via a Q&A session with Lynskey.
Q: WHY DID YOU DECIDE TO JOIN HERO?
LYNSKEY: I spent more than two decades in this industry, working with small ISOs, large ISOs, and everything in between. And I kept seeing the same thing happen: the bigger an organization gets, the more it risks losing what made it special in the first place. Decisions slow down. Culture gets diluted. The HTM leaders and service techs on the frontlines start feeling disconnected from the mission.
When I reconnected with HERO’s founder, Peter Bonin, we realized we had the same vision. We each wanted a business that stayed close to its people, close to its customers, and close to its purpose. A place where decisions could still be made quickly, where culture actually mattered, and where HTM professionals had real influence.
Joining HERO wasn’t just a career move for me. It was a chance to help build the kind of company I’d always wished existed in this industry. World-class, but still human.
Q: WHAT MAKES HERO DIFFERENT FROM ITS COMPETITORS?
LYNSKEY: Honestly, we don’t really think about other companies as competitors. HERO was built to serve the HTM community, elevate patient care, and create meaningful careers. We’re here to share knowledge, support each other, and build relationships that last.
A lot of companies say they care. But HERO actually has a heartbeat. We stay close to our people, close to our customers, close to the work. We don’t see hospitals as accounts or revenue streams. We see them as partners with real challenges and real goals.
That’s why we often collaborate with the same organizations people assume are our competitors. Sometimes we supply labor for their contracts. Sometimes we take on inventory projects or manage hospital bed programs that support someone else’s biomed work. At the end of the day, we’re not here to beat anyone. We’re here to solve problems, add value, and make this industry stronger.
Q: WHY DO YOU CONSIDER WORK FUN?
LYNSKEY: For us, fun isn’t about ping-pong tables, pizza parties, or casual Fridays. It’s about doing meaningful work with people who genuinely love what they do – and who they do it with. When you’re building something that matters, solving real problems for hospitals, helping biomeds grow in their careers – that becomes energizing.
We’re big believers in education, community, and lifting people up. Sometimes that means sponsoring a local baseball team. Sometimes it’s helping a biomed relocate for a new opportunity or get certified. Sometimes it’s hosting industry events at our headquarters in Santa Ana, California. It just feels good to build a company that improves people’s lives, not just bottom lines.
And yeah, we know how to celebrate too. Music, food trucks, DJs, chapter meetings, live bands. When we get together, it feels like a community – not just a workforce.
Culture at HERO starts at the top, and I take that seriously. I love wearing a lot of hats – leading, learning, working in the field, building relationships, representing a brand I’m proud of. When you get to work with good people, solve meaningful problems, and have a little fun along the way? That’s when work stops feeling like work.
Q: WHAT DO YOU MEAN WHEN YOU SAY HERO HAS A HEARTBEAT?
LYNSKEY: When I say HERO has a heartbeat, I mean it feels alive. Not because of products or processes, but because of people. Our purpose (providing Solutions, delivering Value, building Relationships) isn’t just something we say. It’s something our team actually believes in. And that shows up in how we work and how we treat each other.
At HERO, there are no gatekeepers blocking decisions that could help our customers. No walls separating management from the field. We move fast. We listen to our team. And we care deeply about the HTM profession – not just our own company.
That’s what a heartbeat means. It’s human. It’s responsive. And it’s built around people, purpose, and passion.
Q: HOW DO YOU FIND TOP BIOMED TALENT IN THIS COMPETITIVE MARKET?
LYNSKEY: It’s not easy, and it’s only getting tougher out there. But we’ve learned something important: the best biomeds aren’t just looking for a job. They’re looking for purpose, culture, and a place where their voice actually matters. That’s where HERO stands out.
Our reputation has started to speak for itself. We’re fortunate to get strong candidates through our network and website. But more than resumes, we look for people who are passionate about patient care, love solving problems, and want to help shape the future of this industry.
I always ask candidates one question: How would you improve our industry? The people who light up when they answer? Those are the people we want.
We hire for heart, hustle, and commitment. We offer a family-first culture, real opportunities to make an impact, and a chance to help build something meaningful. When you create an environment like that, the right people have a way of finding you.
Because in this industry, talent matters. But the right mindset? That’s everything.
Q: DO YOU THINK AI IS GOING TO TAKE OVER AND REPLACE BIOMEDS?
LYNSKEY: No. I don’t believe AI will replace biomeds. I believe it’ll empower them.
AI can’t crawl under a CT table. It can’t diagnose a failed board, calm a frustrated nurse, or make a split-second judgment call on patient safety. But what it can do is help us get there faster. At HERO, we’re already using AI to find parts, access manuals, build repair processes, improve documentation, and accelerate training. It’s like giving every biomed a digital toolbox filled with instant knowledge.
The future biomed won’t be replaced. They’ll be upgraded.
Q: WHERE DO YOU SEE HERO IN 5 YEARS?
LYNSKEY: I see tremendous things. We’ll continue to scale, but we won’t become the kind of company that forgets its people, its purpose, or its personality.
Based on where we’re headed, I expect we’ll be serving hospitals in 20 or more states, with over 200 biomeds, imaging engineers, and specialists across the country. We’ll keep expanding our service menu into higher-acuity areas like CT, MRI, and radiation oncology, but we’ll stay true to who we are. A responsive, relationship-driven partner with a heartbeat.
I also believe HERO will be known as more than just a service provider. We’ll be a pillar in the HTM community: a place people turn to for expertise, careers, education, collaboration, and maybe even a little inspiration.
We’re exploring a move to Tennessee, which would strengthen our reach to the Midwest and East Coast. And honestly, as someone who grew up in Ohio, I wouldn’t mind being a little closer to home.
But no matter where we’re located, HERO’s future isn’t about getting bigger. It’s about getting better, staying human, and proving that culture, agility, and heart still win in this industry.
Q: AS PRESIDENT OF HERO, DO YOU HAVE ADVICE FOR BIOMED MANAGERS AROUND THE NATION?
LYNSKEY: For nearly 20 years, I would’ve rated my job a 7 out of 10. I loved the work, but something was always missing – connection, culture, a real sense that our impact mattered. Looking back, I don’t think it has to be that way.
Biomed is one of the most purpose-driven professions in healthcare. Yet we often only get noticed when something breaks. But the truth? Our work protects patients, reduces risk, calms clinicians, and keeps hospitals running. When managers reconnect their teams to that purpose, everything changes. Engagement goes up. Pride goes up. Performance goes up.
My advice? Communicate more than you think you need to. Collaborate across every department. Set high expectations and be willing to jump into the trenches when it counts. Invest in people. Celebrate the wins – even the small ones. And remind your team that what they do matters far beyond the work orders they close.
Above all, lean on each other. HERO may be a company, but it’s also a community. We’re here to support the HTM profession, whether you’re a client or not. If you ever need help, ideas, or just someone to talk shop with, call me or hit me up on the BMET Discord I created a few years back.
Because this industry isn’t just about fixing equipment. It’s about building people, sharing knowledge, and lifting the profession forward together.
Q: WHY DO YOU THINK PROVIDING SOLUTIONS, DEMONSTRATING VALUE, AND BUILDING RELATIONSHIPS IS WORKING SO WELL?
LYNSKEY: Because it’s simple, human, and timeless. Solutions keep us relevant. Value keeps us trusted. Relationships keep us connected. None of that relies on flashy slogans or complicated frameworks. It relies on people doing the right thing, consistently.
Our Solutions platform gets stronger every day. Not just because of technology, but because we keep learning from our clients, our team, and even other ISOs we work with. We don’t just fix equipment. We help fix workflows, alleviate stress, and support long-term goals.
We demonstrate Value through reliability, honesty, and hard work. Our team doesn’t hide behind jargon or contracts. We show up, solve problems, and make life easier for the people who depend on us.
And above all, we focus on Relationships. Real ones. The kind built on trust, consistency, and doing what you say you’ll do. You don’t always need a purchase order to build a relationship. Sometimes it’s just answering the phone, offering advice, or being there when someone needs help.
At the end of the day, when you know you made a positive impact on a hospital, a team, or a patient, that’s when you know it’s working.
Read more in the HERO bonus edition of TechNation!
