Joel S. Gilbert, PE
Chief Software Architect

Mr. Gilbert is cofounder and CSA of APOGEE and heads the development of new products. A nationally recognized energy marketing strategist, Mr. Gilbert has been retained by more than 200 gas and electric utilities and over 100 industrial and commercial firms across the United States. His utility customers include virtually every major investor owned utility, Edison Electric Institute (EEI), the Electric Power Institute (EPRI), the National Rural Electric Cooperative Association, and the American Public Power Association (APPA). In 1999, he founded the Peak Load Management Alliance to further industry cooperation on demand response and is now the Chairman of that organization.

Mr. Gilbert developed the first electrotechnology marketing service company in 1994, and was responsible for selling its first projects. He is also the founder of the energy utility industry's largest interactive multimedia training and technology marketing company (APOGEE Interactive Inc.). He has also published more than 20 books on energy technology, marketing and competitive sales.

In 1999, Mr. Gilbert created THE DEMAND EXCHANGE® Trading Platform, an innovative way of including electric utility customers as active trading partners in the wholesale market, where day ahead wholesale prices are posted, customers indicate load management plans, demand reductions are aggregated, and benefits to customers show as credits on future bills.

He is also well known as the inventor of the business simulation, "Deregulation… the game you must learn to play when you can no longer play monopoly," which he developed to help utility management think through their options under deregulation. He followed this success with the introduction of several new simulation workshops, including The TRADING GAME, Derivatives for the Dummy, The Price is Right!, The Pursuit of Profitability, and Let's Make a Deal.

Mr. Gilbert's technical background includes six years designing power generating systems for nuclear submarines (Knolls Atomic Power Laboratories), six years in advanced power plant and heat recovery designs at Mechanical Technology Incorporated, six years directing the management consulting services for the Hospital Association of New York State, and six years managing the firm-wide energy strategy consulting services for Dames & Moore in Washington, D.C. Mr. Gilbert formed his own firm, Gilbert & Associates in the late 80s and in the early 90s, formed APOGEE Interactive to develop interactive multimedia systems.

Mr. Gilbert received a Bachelor and Masters in Chemical Engineering and a Masters in Management from Rennselaer Polytechnic Institute in Troy, New York. He is also a licensed professional engineer in New York State.