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I found the switch by accident. It was under the "bell" shaped cover that is over the coupler area. I don't know why they can't explain things more clearly in the manuals.
Poor manuals are a big...

Generally in the winter I would want to circulate the warm air off the ceiling. The instruction manual says you can do this with the forward/reverse switch.

Does anyone here know the location of reverse/forward switch on a Hampton Bay 60" industrial 3 blade fan?