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.
The Benefits of Concealed Lintel Systems in Modern Masonry
June 2026

When looking at iconic structures built throughout history, one of the most recognizable architectural elements is the masonry arch. These arches are not only aesthetically and visually pleasing but also serve as an engineering solution for structural sta

MAP Partner
Read More
What’s New With CMU: A Closer Look From Ken Rathbun
June 2026

Anyone who’s spending time around CMU jobs today can see the shift. Concrete masonry isn’t just the backup wall; it is the finish on more projects. Thanks in part to the CMU check-off program and a broader focus on design and education, architects and own

Ken Rathbun
MAP Partner
Sponsored
Read More
Kyle Field at Texas A&M
June 2026

The $450 million redevelopment of Texas A&M’s football stadium, Kyle Field, was one of the most high-profile projects in Echelon and Amerimix history. With the renovation, Kyle Field’s capacity increased to 102,733, making it the biggest college stadium i

Case Study
Read More
2026 Masonry Foundation Grants Now Open
June 2026

The Masonry Foundation is dedicated to advancing the masonry industry and is accepting grant applications for 2026. Proposals should have national reach and aim to generate substantial progress within the masonry industry. To explore examples of past gra

Justin Stengel
Industry News
Read More
Interested in working with us? Learn about and join the Masonry Alliance Program →