Mike Rowe Is Ready to Hit the Dirt with Caterpillar Customers and Dealers

Words: Kate AlwardCaterpillar Inc. (CAT: NYSE) has announced that it is partnering with Mike Rowe, the creator and star of the Discovery Channel’s Dirty Jobs and founder of mikeroweWORKS.com. With Mike’s dedication to the trades and Caterpillar’s commitment to its customers, the two have joined forces to highlight the important and essential work Caterpillar customers perform everyday.

Rowe will be spending time with Caterpillar customers and dealers to get a real world perspective on their jobs and how the two partner to be successful. These encounters will be featured on cat.com and at Cat Dealerships across the country and will be used to demonstrate the solutions that Cat Dealers provide their customers throughout the lifecycle of their equipment, highlighting their superior parts and service support.

“When hard work is being performed and progress is being made, Mike wants to be in the thick of it, so teaming with him is an absolute perfect fit,” said Denny Vosberg, Caterpillar Parts and Service Support Manager. “Our dealer personnel are the best in the world and have been supporting our customers with their critical work for generations. Now is the time to shine a light on it and Mike is going to help us with that.”

Rowe, who calls himself a perpetual apprentice, has performed more than 300 jobs in locations around the country via his show, Dirty Jobs, which is currently one of the Discovery Channel’s most popular programs. Mike is also the creator of mikeroweWORKS.com, a website dedicated to and for people in the trades to meet, discuss relevant topics and learn what is the latest in the industry. He says his partnership with Caterpillar was “inevitable” because the two share the same work philosophy.

“I see Cat equipment and the hard working people operating it around the world, building and creating infrastructure,” said Rowe. “I’m excited to go beyond the machine and talk with the people who are actually making it happen.”

More information can be seen on www.cat.com.
PPE That Workers Actually Wear: Building Buy-In Through Education and Smart Selection
August 2026

In masonry construction, personal protective equipment (PPE) is often the last line of defense between a worker and an injury. Yet despite its importance, PPE compliance remains one of the most common challenges on jobsites across the country. The realit

Greg Brown
Safety Library
Read More
Zero Laydown: Navigating the Logistics of Tight Urban Job Sites
August 2026

In modern commercial construction, spatial real estate has become just as valuable as the materials themselves. The industry shift toward high-density, urban projects means that the sprawling job sites of the past have been replaced by tight footprints wh

Shayne Sanders
MAP Partner
Read More
Why "The Software Can't Track That" Is Finally Going Away
August 2026

For as long as specialty contractors have used field software, most of them have kept a workaround somewhere: a spreadsheet on a foreman's laptop, a whiteboard in the trailer, or a text thread where crew leads send block counts at the end of the day becau

Erin Koets
Build Smart
MAP Partner
Read More
Monadnock Building
August 2026

Chicago’s Monadnock Building doesn’t dominate the skyline the way it once did. Surrounded by steel-and-glass towers, the dark brick structure can seem almost understated. But for anyone in the masonry industry, it remains one of the most important buildin

Cass Stern
American Treasure
Brick Clay Brick
Read More
Interested in working with us? Learn about and join the Masonry Alliance Program →