Get to know our company

Strickland Associates is based in Winter Park, Florida. The Strickland’s are fifth-generation Orlando natives and business owners and are excited about serving a market we know and love. We’ve watched the growth, development, and change in our local culture over the years, and we have a thorough understanding of the unique business challenges – and opportunities – of the Central Florida area.

When you engage our programs, you’ll have access to powerful tools that enhance the productivity and performance of your people and your teams. These tools are utilized in concert with Sid’s 30+ years of executive-level leadership experience and Aaron’s cross-functional HR and technical background. You simply won’t find anyone outside your organization more committed to seeing it grow and succeed!

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Sid Strickland

Sid Strickland, President

Sid Strickland has over forty years of experience in leadership, business growth and development, coaching, mentoring, and training. He has had senior roles in sales, operations, administration, human resources, logistics, and more.

Prior to founding Strickland Associates, Sid was President of the Home Depot Supply Trade Division in Atlanta, GA. There he and his team delivered outstanding annual operating performances that were significantly above industry norms.

Sid was a Senior Vice President at Hughes Supply in Orlando before leaving for Home Depot. His tenure at Hughes resulted in a variety of major programs and advances, helping Hughes to grow from $100 million to $4 billion in sales.

When Sid isn’t in the office or with clients, there is a good chance he’s fly fishing on a stream somewhere in North Carolina. In 2021, Sid and his wife Sandra celebrated their 50th wedding anniversary with friends and family.

Aaron Strickland

Aaron Strickland, Vice President

Prior to joining Strickland Associates, Aaron held HR roles at Hewitt Associates (now AonHewitt), a global provider of consulting, actuarial, and HR outsourcing services.

Fresh out of school at the University of Central Florida, Aaron first served in the Benefit Administration division, delivering health insurance management, defined contribution (401k), and defined benefit (pension) plan administration.

Aaron then served in internal HR, first in Recruiting, then Learning & Development, designing and delivering internal courseware and managing a team of facilitators. He then joined the IS Technology Services division as a Technology Education Consultant, supporting global technology learning integration for the firm.

Aaron maintains an active family life with his wife Paula and children Emily and Ryan. He’s a guitarist and music enthusiast, and is happiest wrist-deep in the electronics of a vintage guitar amplifier.