The race to net zero is on. In September 2025, the Australian Government announced it was on track to meet its 2030 emissions target and introduced a new goal: a 62–70 percent reduction of emissions by 2035.

This new imperative is a gift for the nation’s solar providers.

In sun-kissed Western Australia, the state’s top solar company, Solar Naturally, is well-placed to lead the charge thanks to years of hard work by CEO Heuson Bak, a finalist in The CEO Magazine’s Executive of the Year Awards for 2025.

“I’m proud that Solar Naturally has grown from a small startup in 2008 to Western Australia’s number one ranked solar retailer and installer, and consistently placed among the top five nationally,” he tells The CEO Magazine.

“But beyond the recognition, I’m proud we’ve never chased volume for its own sake. Our focus has always been on quality, innovation and long-term value for our customers.”

Rising stars

A pioneer in the sunburnt country’s solar retail sector, Solar Naturally was among the first to integrate premium technologies into its offerings and innovations.

Founded in Perth, the firm has expanded successfully across the country into commercial and industrial projects that Bak says have reshaped how Australians businesses manage energy.

“The energy industry is undergoing a rapid transformation. Battery storage, electrification and grid services are moving from future concepts to mainstream necessities,” he explains.

“We’ve embraced the shift by being one of the first to integrate premium battery technologies into our offering, while building the capacity to deliver large-scale commercial and industrial solar and power purchase agreement solutions.

“Our strategy is simple: stay ahead of the curve, partner with leading manufacturers and always design for long-term value, not short-term gain.”

Staying grounded

At Solar Naturally’s core are three pillars: accountability, passion and a will to win. All three can be found in every member of the 140-strong team operating across Western Australia, New South Wales and Queensland. Bak says these values have helped to attract the kind of talent that allows the company to compete at the highest level while staying united. He’s made sure to give those team members an upward trajectory.

“Many of our leaders began in junior roles and grew through the business because we back talent with trust, training and opportunity,” he reveals.

“It’s shaped a company that doesn’t just install solar systems, but also builds lasting customer relationships.”

It also underpins Solar Naturally’s reputation as a company big enough to deliver on a national scale, yet with the personal touch of a family business. Bak’s leadership has kept it grounded despite its astronomical success.

“My role is to set the vision, give people the tools and support to achieve it, and then get out of their way so they can succeed,” he says. “If you truly love what you do and bring passion to it every day, success naturally follows.”

And it has. In 2024, Bak was a finalist in the Energy and Mining category at The CEO Magazine’s Executive of the Year Awards. This year, he’s once again received the nod, cementing his status as one of the most relevant and dynamic players in the sector.

“For me, passion sits above all else. Passion is what drives resilience when challenges come, it’s what pushes you to find better ways of doing things and it’s what inspires the people around you,” he reflects.

“You’re not just chasing money, you’re building something meaningful and lasting.”

Powering forward

Looking ahead, Bak says the company will continue to take the solar industry from a supplemental role to the backbone of Australia’s energy security.

“My vision is that Solar Naturally will play a central role in making battery storage and grid stabilizing technology as common as rooftop solar is today,” he says.

“We want to keep leading the charge, helping households achieve energy independence while building large-scale projects that reduce the burden on the grid and deliver real sustainability at a national level.”

As this larger plan unfolds, Bak still treasures the little moments along the way.

“My favorite part is seeing transformation, whether it’s a family who no longer dreads their electricity bill, a business reducing its overheads by hundreds of thousands a year or a staff member stepping up into a leadership role,” he says.

“Those moments remind me why we started and why I continue to push forward.”