CFA Announces New Association Freight Program
CFA has an agreement with Estes Association Solutions to help members secure reliable freight transportation services. Estes is the largest privately owned freight carrier in North America.
When CFA members enroll in the program, they will enjoy exclusive membership pricing, dedicated support, and access to Estes’ full suite of freight shipping services.
“Estes has LTL shipping with nearly 7,000 next-day lanes, along with robust Time Critical Guaranteed service and Final Mile freight delivery to homes, businesses, institutions, and jobsites without loading docks,” explained Alesia Dragon, Estes Association Solutions program manager. “Among other services we offer are global freight forwarding with worldwide coverage and reliable, specialized LTL services like trade show transportation.”
For more information on CFA’s freight program with Estes, phone 804-353-1900, ext.2970, visit www.estes-express.com/lp/associations or email AssociationSolutions@estes-express.com.
About Estes Express Lines
Estes is North America’s largest privately owned freight carrier. As an asset-based transportation provider with a global footprint, Estes combines nearly a century of regional freight shipping expertise with the resources, reach, and reliability of a national carrier. Backed by its 280+ North American terminals, nearly 7,000 next-day lanes, and fleet of more than 10,000 tractors, Estes is committed to getting America’s freight where it needs to go, when it needs to get there. And with its continued investment in leading-edge technology, as well as the support of its more than 23,000 employees, Estes always goes the extra mile to deliver exceptional experiences that keep its customers coming back. The carrier’s comprehensive freight shipping solutions include Less Than Truckload (LTL), Volume LTL and Truckload, Time Critical Guaranteed, Custom Shipping and Logistics, and Final Mile. From short-haul to global freight forwarding—Estes does it all.
For Further Information on Estes Express Lines, Contact:
Sundee Coin, Manager of Association Business Development Sales
804-353-1900 X2970
Sundee.Coin@Estes-Express.com
We See You!
Building Tomorrow’s Workforce Through Wisconsin’s Youth Apprenticeship Program
In March, industry professionals gathered at the “BUILD MY TALENT” event, hosted by the Lakeland Builders Association and Racine Kenosha Builders Association in Wisconsin, to showcase how the Youth Apprenticeship (YA) Program is shaping the future of construction by providing high school students with hands-on, real-world experience.
Key Takeaways from the Event
A panel of YA employers, including Kurk, Inc., Stebnitz Builders Inc. and CG Schmidt, shared valuable insights on:
- Mentorship and training strategies
- How YAs impact company culture
- Unique challenges when hiring high school students
- OSHA and safety policies
- Insurance and risk management
YA programs help businesses address labor shortages while developing skilled, motivated employees. For example, Kurk, Inc. reports significant benefits from their apprentices, who bring fresh talent and enthusiasm to their projects. Students also gain valuable skills and start meaningful careers through these opportunities.
If your business hasn’t explored the YA Program, now is the perfect time! These initiatives create a skilled workforce and prepare young people to lead the industry in the future.
The “BUILD MY TALENT” event was recorded, and the presentation is available online at www.buildmyfuturesewi.com/build-my-talent.
Has your organization done something impactful? We at the CFA see you! Share your success stories by emailing them to James.Baty@cfaconcretepros.org and let us celebrate with you!
Why Membership Matters
By Scott Renfroe – foundationbuilders.com
“Critical Technical Responses” – We recently completed a large commercial foundation project for a repeat customer. The General Contractor values our expertise and quality but had concerns about this project because his buyers, who are engineers, questioned whether the foundation should have been poured in cold weather and questioned if it should be torn out and repoured due to the potential irreparable damage likely caused by the freezing cold. We follow weather forecasts closely and set pour times; use blankets; and change concrete mixes or add chemicals based on forecasts.
Unfortunately, almost everything raised the buyers’ concerns. The weekend had a drastic drop in temperatures beginning at 32˚F and dropping into single digits overnight, Snowfall was also greater than predicted. We ordered and poured a 4000-psi Type IL mix with 20% fly ash. We requested accelerators but failed to confirm on site and found out the following Monday that the concrete had zero accelerators. Our crew failed to blanket the walls, too. Immediately, concerns arose about damaged concrete and concrete not attaining design strength.
I remembered our ability to access “Technical Support,” the investment the Concrete Foundations Association had made decades ago for cold weather research. My ability to make a phone call to our headquarters, to be directed to the mobile phone of our Executive Director, James Baty, and his prompt response to my urgent voicemail led to discussions with the General Contractor and buyer that were equipped with technical details and a plan to monitor and test the concrete strength. The next day, we had an application letter from CFA addressing the entire issue based on the research principles our Association had established. This went a long way in easing early concerns from the customers and engineers.
Our customer was moving in the direction of a tear-out and replacement of the foundation, an error that would have cost us a minimum of $250,000. Instead, we were able to proceed, relying on the “technical competency” of our network. The information from CFA easily paid for past and future membership dues. Our team now better recognizes the best practices and the planning adjustments we need to make when weather catches us by surprise. We also realize, that were it not for our status as CFA Concrete Pros, members of this Association with access to other professionals and our reliable staff, this might have turned out much differently. My dad knew this a long time before, and I’ve come to know it myself. Now we all believe it!
Strength
Wall Strength
Details
blankets
first time
afternoon
4000psi type 1L
with 20% fly ash
Building Back Better: The Case for Concrete Homes
By Joe Nasvik
The recent fires in Los Angeles have resulted in the largest amount of fire damage the country has ever seen. For so many people, life went from normal to one of complete despair in the matter of just a few hours. Homes of all kinds—modern and traditional designs; new and old; homes with stucco siding; homes with clay tile and steel roofs; small and big—all burned to the ground leaving people without homes or possessions. Over time, investigation will uncover many contributing factors, but without a doubt the two leading causes for the fires were lack of rain in the LA basin over the past year and the up-to-100 mile-per-hour Santa Ana winds with only 3% humidity that fueled the fires and made firefighting nearly impossible. The other key factor is the fact that the destroyed homes were built with combustible materials.
Whether or not you personally believe in global warming or whether or not you think it is caused by man, it’s a fact that the world climate is changing, and global temperatures are rising. With over half a million years of weather history collected, the scientific research has demonstrated the link between carbon dioxide (CO2) in the air and atmospheric temperature; when CO2 levels in the air rise, so does the atmospheric temperature, and when they drop so does the temperature. The question remaining is where the CO2 is created. With the increasing amount of heat energy in the atmosphere, weather will continue to become more extreme, and our building structures will have to become more robust as a result.
When Los Angeles is ready to rebuild, there will be updated building codes designed to offer better protection in the event of fires. For the sake of those who died and for those who lost everything, it’s time for building codes to require all new homes to be constructed with non-combustible materials, or at the very least that buildings remain structurally sound for an hour or more in a fire environment. The City of Los Angeles’ building code will probably mandate things as house designs that don’t trap burning embers during wind events, the reduction of burnable landscape materials around homes and changes to water systems. Narrow streets will likely also be widened so that vehicles leaving an area won’t interfere with emergency vehicles going the other way. Building code upgrades will probably also require that buildings be designed to resist stronger wind forces and violent weather in recognition of climate change.
The shift to non-combustible building materials will not be easy. Historically the US has been blessed with large forests, so we became a wood-built culture with large trained labor forces to build wood-frame structures. However, this isn’t the case for many other countries in the world where timber is scarce. In those places, concrete is the leading building material. Florida builds more concrete homes than any other state because of hurricane damage, flooding, termite damage and a climate that encourages wood decay.
Concrete Houses
The push for concrete in the US has a long history. In 1908, Thomas Edison filed for a patient for the construction of concrete homes. He developed cast iron forms that were assembled to build an entire house in one concrete placement. An opening was left at the top of the roof for concrete to move into the forms. He also developed a flowable mix so that the concrete would flow down to the bottom of the house and to all parts of the formwork. Afterward, the forms were unbolted and moved to the next house. He built only a few houses in New Jersey and Gary, Indiana, but some of them are still in use today. 
Architects such as Tadao Ando and Frank Lloyd Wright designed high-end, modern-looking and sleek homes for wealthy buyers. Ando designed a beachfront home in Malibu, California, that was built in 2013 and survived the Palisades fire.
It would be great if concrete could be regarded as “fireproof,” but it is more accurate to say that it is “fire resistant.” Nothing is fireproof because everything depends on the amount of time something is exposed to heat and the amount of heat involved. This relationship with concrete will be described more fully in the next article in this series.
Concrete homes can be designed, engineered and built to resist hurricanes, tornadoes, fires, floods and earthquakes. They can protect inhabitants from trees that fall on houses and flying debris. Concrete homes are resilient because they can survive disasters without needing to be rebuilt. In succeeding articles, the following will be addressed:
- How concrete homes perform in fires
- How engineers design concrete homes to resist increasing natural disasters
- Different concrete home building methods and their associated costs
- Their resiliency compared to the carbon dioxide created in the building process
- Information about the process of developing and changing building codes
- How home insurance companies view concrete homes
The road ahead for rebuilding Los Angeles and dealing with a monumental number of toxic debris will be long and stressful. Let’s hope their decisions will be for the good of everyone.
How Do You Define Stability in Your Concrete Business?
By Bill Humbert, www.RecruiterGuy.com
Our country is evolving—shifting perspectives, adjusting immigration policies, and even reshaping the size of our government. As with any transformation, there will be resistance and unforeseen consequences. Some of these changes may positively impact your business, while others may present challenges. This article isn’t meant to alarm you but spark critical thinking about how these shifts could affect your concrete business.
“Sometimes, I see things differently…” That’s my tagline for Letters to the Editor on my website. So, let’s take a different look at stability in business.
Is Stability About Sticking to the Same Plan?
When speaking with small business owners about strategy, I often hear:
“I know what I’m doing. My business has been successful every year! It’s as stable as a rock!”
Or, in your case, maybe “as stable as a concrete footing.”
That got me thinking—does stability mean running the same business plan year after year, regardless of market changes?
Let’s consider something important: rocks don’t grow. Over time, they erode—just look at the Grand Canyon.
What If Your Business Were an Oak Tree?
Instead of thinking of your business as a rock, what if you viewed it as an oak tree?
- Deep roots – Your experience and industry knowledge provide a strong foundation.
- Resilience – Like oak wood, your business can withstand storms and market shifts.
- Thick-skinned – The tree’s bark protects it from pests, just as your adaptability shields you from economic challenges.
- Longevity – Oak trees can live for hundreds of years. While that may not be true for you, your business can thrive for generations.
- Opportunistic growth – Oaks branch out toward the sun, sensing where to expand for maximum advantage.
The key difference? An oak tree grows and adapts. Shouldn’t your business do the same?
How Can You Branch Out in Your Concrete Business?
Consider small but impactful changes to enhance profitability without significant capital investment.
- Where can you eliminate inefficiencies and free up time?
- What parts of your business provide the highest return on effort?
- Would you be happier and more profitable running estimates or crafting a strategic growth plan?
- If estimating takes too much of your marketing/selling time, would it be wiser to hire an estimator? You could be growing your business while your estimator is sharpening their pencil.
Since launching my business in 1990, I’ve continually adapted. I didn’t just stick to what worked—I branched out. Here’s how I diversified my income:
- Authoring books – I’ve written three career search books and actively promoted their sales.
- Speaking internationally – I took a risk, delivering talks on The Power of Proper Goal Setting across three continents.
- Expanding my expertise – My upcoming fourth book will generate additional income through back-of-room sales.
I also invested in a coach to help me strategize and execute these new opportunities successfully.
The Only Constant is Change—How Will You Respond?
We can’t control broad cultural and economic changes—but we can control how we respond. The most successful business leaders don’t just weather the storm; they adapt, grow, and outpace the competition.
I’d love to hear about your challenges. Let’s have a conversation, explore new possibilities, and build a stronger, more resilient path forward for your business.
It is easy to meet me at your convenience. Click on this link to find a time that works for both of us – www.recruiterguy.com/contact/
EXPECT SUCCESS!
Kicking Off a Major Anniversary
James Baty jbaty@cfaconcretepros.org
Congratulations! That is to say, congratulations to those reading this article, knowing that you and your company are members of the Concrete Foundations Association, an organization that turns its golden anniversary in 2025. Fifty years of existence is an impressive mark. Looking back on those fifty years reveals the staggering perseverance, endurance, patience, and tenacious leadership that has led usto this point. However, the hurdles our members have overcome are not the most primary points to be made today. It is the vision of what is to come that I wish to consider.
I also want to extend congratulations to those of you reading this magazine who are on your way to making what I believe to be the most important decision of your company’s future: CFA membership. I am aware it may be cliché to pitch membership as an important opportunity (I recently spent time with executives from contracting companies touring member facilities and projects and enjoying the networking surrounding the CFA Executive Retreats)—yet I am convinced of its intrinsic value.
As 2025 kicks off, the CFA embarks on a mission to make this year of celebration the next in a progression of great evolutions and advancements. The pinnacle event will once again be the Convention, CFACON25 (July 17–19), booked for Deadwood, South Dakota, in the heart of so much rich U.S. history and the magnificent Western identity. Linking us to that moment will be World of Concrete in Las Vegas, again accompanied with Foundation Contractors’ Night (see the promo on page __), the next Executive Retreat in Salt Lake City (April), and a host of Best Practice Group networking sessions. These are the events that have become staples in the business acumen of CFA members leading their respective industries.
Our 50th anniversary is an appropriate time to express gratitude for the passion and leadership that has marked each of the more than fifty years that has made the CFA’s success possible. There were a few years of formation, minds getting together and determining that this organization needed to exist. Then there was the challenge of the initial years, crafting what members could receive. There were the growing years, as more and more were invited to participate, enriching their own experience as well as that of those who were already enjoying membership. Fifty years has spanned four executive directors: Bob Sawyer, memorialized in the top CFA honor award, Roger Nielsen, and Ed Sauter, my predecessor, who continues to deserve the greatest recognition for the vision that is the modern CFA. To these leaders, the current members, and the future generations to be impacted by professional cast-in-place contractors and this organization, this season of celebration begins. Come and join!
Board of Directors Announce New Management for Association and Celebration Strategies for 50th Anniversary
Mount Vernon, IA (date) – The Concrete Foundations Association (CFA) Board of Directors has announced a management change for the organization, which coincides with its 50th anniversary.
Beginning Jan. 1, 2025, CFA will be managed by the AOE Team – an association management and marketing consulting firm with headquarters in Farmington Hills, Mich., after more than three decades of leadership by Sauter and Baty of Mount Vernon, Iowa.
“A lot of work has gone into this moment,” states Sean Smith, current CFA Board President. “The leadership of Ed Sauter, James Baty, and many fine staff members during the last 30-plus years has seen this Association through unprecedented times. We celebrate the many achievements and the richness of culture that has evolved over the years and thank SB2 for their management and the resulting success of our organization.”
After an intense search this fall, the Board of Directors selected the AOE Team as the right organization to help CFA celebrate the significant benchmark of 50 years of operation, laying the foundation for growth in membership and the market for the next 50 years. With roots dating back to the early 1990s, the AOE team pulls from a team of more than 70 professionals with expertise in association management, marketing, public relations, strategic planning, membership, certification, administrative and other functions for those in the design and construction industry. James Baty, current Executive Director of CFA, will stay with the Association and join the AOE team.
“I am excited to continue to serve the poured wall basement industry as a member of the AOE Team,” said Baty. “Their expertise in the concrete industry and linkage to many of our fellow associations will only strengthen what we can provide the CFA membership.”
Smith noted that the current membership benefits will be maintained throughout this transition.
“Our transition team has solidified a great start to our 50th anniversary milestone beginning with Foundation Contractors’ Night during World of Concrete 2025,” said Smith.
Other major events this year include CFA’s Executive Retreat in Salt Lake City, Utah April 14-16, 2025, and CFACON25 – Concrete Foundations Convention in Deadwood, South Dakota, July 17-19, 2025.
A 48-year co-sponsor of the World of Concrete, CFA will again be positioned prominently in the Central exhibit hall at #C4605 where members can stop by, order their selection of 50th-anniversary apparel and catch up with Association leadership. CFA will offer both the ACI/CFA Residential Foundation Technician Certification and the comprehensive Wall Foreman Qualification track for education. The “big party” — Foundation Contractors’ Night – will be held at The Strat on Tuesday, Jan. 21 from 6:30 to 9:30 pm.
“Networking continues to be the main focus of the Association in today’s context,” states Baty. “What begins at Foundation Contractors Night will continue for the few dozen executives that decide to join the next Executive Retreat in Salt Lake City in April, getting a chance to see the record-holding, award-winning contractor, SCW Footings & Foundations, as well as new member, Jeff Dumas Construction. We then will turn fully toward the Convention in South Dakota where the biggest celebration is planned.”
For more information on the Association, the events planned for this 50th anniversary, and general inquiries toward membership or the transition, interested persons are encouraged to reach out to CFA Executive Director, James Baty, at jbaty@cfaconcretepros.org or learn more about the Concrete Foundations Association and the various education platforms and member resources such as the Wall Foreman Qualification Certificate Program by visiting www.cfaconcretepros.org or by phone at 319-895-6940. For more information on attending the World of Concrete and the education delivered each year, visit https://bit.ly/WOC2025A30.
Using Decorative Concrete to Refresh Outdoor Spaces
In both residential and commercial construction, decorative concrete is gaining popularity as a transformative element that revitalizes outdoor spaces. No longer reduced to just a functional, utilitarian solution, decorative concrete now serves as a versatile canvas for architects and designers looking to create aesthetically pleasing, durable, and cost-effective environments.
The adaptability of decorative concrete allows for the creation of unique, customized outdoor spaces that not only enhance visual appeal, but also meet the rigorous demands of both residential and commercial properties. From bustling plazas and stylish retail exteriors to attractive driveways and slip-resistant pool decks, decorative concrete offers exceptional design flexibility and performance.
Key Advantages of Using Decorative Concrete
Known for its strength and durability, concrete has been a staple material in construction for centuries. But with advancements in technologies and design, concrete has evolved beyond its traditional role to encompass an array of techniques and finishes that enhance its visual appeal while retaining a high level of performance. By understanding the key benefits of decorative concrete, construction contractors can make more informed decisions about its application.
Some of the biggest benefits of decorative concrete are its strength, longevity, and aesthetic versatility. When properly installed and maintained, it can withstand heavy use and harsh elements—making it ideal for high-traffic walkways, plazas, and pool decks. Decorative concrete offers endless design possibilities—including techniques like stamping, staining, polishing and exposed aggregate—that can complement any architectural style or landscaping theme for a unique outdoor space.
Compared to natural stone or brick, decorative concrete can also be more affordable and easier to maintain, offering a high-end look at a fraction of the regular cost. Their sealed surfaces resist stains, moisture, and UV damage, requiring only routine cleaning to remain pristine. This low maintenance requirement helps reduce long-term costs for property owners and managers.
As an eco-friendly material, concrete contributes to sustainable building practices through its longevity and energy efficiency. Locally sourced materials and recycling potential add to these environmental benefits, helping commercial projects achieve sustainability goals. Decorative concrete can also increase safety in areas like pool decks and walkways with slip-resistance textures, such as exposed aggregate.
Yet another key benefit is its ability to add character to any outdoor space by mimicking natural materials like stone, brick, or wood, or by creating unique textures and patterns. An example of this is polished concrete, which can add a sleek, modern look to outdoor spaces.
Popular Applications for Decorative Concrete
Combining functionality with aesthetic appeal, decorative concrete is an ideal choice for a wide range of residential and commercial applications. This design flexibility allows property owners and managers to transform their outdoor spaces while reaping the advantages of durability and cost-efficiency.
Below are five impactful ways to use decorative concrete:
- Walkways and Driveways
Decorative concrete can enhance curb appeal by transforming functional walkways and driveways into attractive features that unify a property’s landscaping and architecture. Stained concrete, for example, can offer a more organic, variegated look that enhances the natural beauty of concrete while providing exceptional durability and low maintenance. In addition, stamped concrete can replicate the appearance of more expensive materials such as stone or brick, which adds an upscale touch without the hefty price tag. - Garden Features
From retaining walls to decorative planters, concrete offers a versatile medium for creating custom garden features that blend with natural surroundings. These elements can be designed to complement landscaping while providing functional benefits such as soil retention and plant support. Polished concrete can be used for sleek, modern planters and garden sculptures that add a touch of elegance to outdoor spaces. - Patios and Outdoor Living Areas
Decorative concrete is often used to create inviting patios and outdoor living areas for properties such as hotels, restaurants, and office complexes. Stamped concrete—which involves imprinting patterns onto freshly poured concrete to replicate the appearance of materials like brick, slate, or tile—can offer a cost-effective alternative to natural materials. This technique enables intricate designs that enhance the ambiance and functionality of outdoor spaces. - Pool Decks
Around swimming pools, decorative concrete provides both aesthetic appeal and safety. Textured finishes, such as exposed aggregate, enhance slip resistance and ensure a secure environment for guests. Additionally, using cool-touch concrete materials can keep the surface comfortable enough to walk on, even under the hot sun. These features are especially beneficial to commercial properties like resorts and recreational facilities. - Public Spaces and Commercial Projects
Parks, plazas, and commercial developments benefit from the durability and design flexibility of decorative concrete. Because they allow existing concrete surfaces to be rejuvenated with new textures, colors, and patterns, overlay systems are ideal for renovating worn-out or outdated concrete without the need for complete replacement. This technique can be used to create unique, inviting public spaces that can withstand heavy foot traffic and environmental exposure.
Considerations for Design and Installation
Choosing the appropriate concrete mix, sealant, and installation techniques is crucial to preventing cracking and ensuring longevity with decorative concrete—especially in regions that are exposed to extreme temperatures and freeze-thaw cycles. The choice of materials and installation methods directly impacts the concrete’s durability and performance. Professional installation ensures that the concrete is properly mixed, poured, and finished to achieve the desired look and performance.
Understanding the expected lifespan and performance characteristics of decorative concrete can also help property owners and managers make more informed decisions about their outdoor investments. While decorative concrete is low maintenance in nature, periodic resealing may be necessary to preserve its appearance and protective qualities—particularly in high-traffic areas. Regular inspections and maintenance help to extend the lifespan of decorative concrete surfaces, preventing minor issues from becoming major problems over time.
It’s also important to integrate decorative concrete into a cohesive design that complements existing landscaping, architecture, and other outdoor features. This requires careful planning and consideration for elements like color, texture, and scale to ensure a harmonious result.
Decorative concrete represents a fusion of artistry and functionality, offering limitless possibilities for enhancing outdoor spaces. Whether used for designing patios, driveways, or garden features, its versatility and aesthetic appeal make it a preferred choice for construction projects.
AUTHOR BYLINE:
Rich Cofoid is a senior product and marketing manager at Euclid Chemical, a leading manufacturer of specialty concrete and masonry construction solutions. A 25-year industry veteran, Cofoid manages product marketing for the Increte line of decorative concrete products. His training sessions have been featured at several major industry events, such as World of Concrete, Concrete Décor Show, ASCC, ACI, and AIA. To learn more, visit www.euclidchemical.com.
New Identity for Central Wisconsin CFA Member
Dane, WI – With a 77-year history of building trust, excellence, and strong foundations, Wisconsin-based concrete contractor Hottmann Construction, Inc. announces a rebranding initiative that reflects the company’s evolving vision, values, and commitment to the future.
“We are excited to re-introduce ourselves to the marketplace in mid-December as Cru Concrete,” states company president, Ken Kurszewski. “We are rebranding 77 years of history and equity this company has developed in the industry so that we are positioned in a contemporary and aggressive way for our future.”
Founded in 1948 by brothers Marv and Harvey Hottmann, company leadership passed to Marv’s son, Jim in 1985 when Marv passed away. In 2009 Jim sold the business Ken Kurszewski and Brad Williamson. Williamson retired in December 2023.
Kurszewski is excited to hit the refresh button. “After nearly 16 years since a Hottmann has been involved in the business, we felt this was one of the main reasons to consider our brand,” he explains.
With this rebranding initiative comes a new name and logo along with the opportunity to modernize company colors and design choices. Confusion over the spelling off Hottmann will also now be a thing of the past, with the simplicity of a short, memorable name like Cru promising a marketable domain with better email delivery consistency.
Once the decision was made, Kurszewski turned to Dana Lytle, owner of Planet Propaganda, a Madison-based creative agency, to make this vision become a reality. “I am fortunate to be connected with Planet Propaganda,” Kurszewski explains. “If you don’t know Dana personally, or know the company Planet Propaganda, I’ll bet you have certainly seen their work. Their clients include Duluth Trading Company, Jersey Mike’s Subs, and Jimmy John’s.”
The team at Planet Propaganda spent time with Hottmann company employees and got to know what inspires them and makes the company special. They turned that into more than a name; they turned it into the new brand, Cru Concrete, that Kurszewski says much more of will be seen of in the future.
When asked about the challenges faced in such an effort, Kurszewski had this to say: “Our reputation has been built on decades of hard work and dedication to our craft. While our core values remain unchanged, our updated brand identity marks a new chapter in our journey. This rebrand is our way of continuing that legacy and positioning ourselves for the next 77+ years of success. While we embrace change, we will continue to deliver the same high-quality results and personalized service you’ve come to trust.”
For more information about the new Cru Concrete and the staff that continues serving Central Wisconsin and the Greater Milwaukee markets, visit www.cruconcrete.com.
They invite you to explore their new look and feel on December 13th when the rebrand becomes official, and they welcome your feedback as they move forward. Thank you for being a part of their journey. They look forward to continuing to build a strong future.
Falling Forward
Sean Smith MPW Construction Services wssmith@mpwcs.com
I find this happening every year—fall comes sooner than I feel prepared to handle. While it really shouldn’t surprise me, the leaves have already fallen and daylight hours have shortened, which means winter is not far off. Normally by now, I am looking forward to a short break from the chaos of a busy construction season. However, this season is already and will continue to be different. So, I am embracing this fall by spending time planning for the future of our business and for the celebration of the CFA’s next major milestone. 2025 makes 50 years of the CFA serving our community of foundation contractors and thought leaders in the concrete construction industry—a half-century, five decades!
I’ve heard it said that change is both relative and constant. Undoubtedly, seasons change, the business climate changes, construction methods change, and we all know that technology changes rapidly. It is time for me to embrace change, look ahead, and take the lead in planning for the future. Do most of us like change? I don’t! Our CFACON24 keynote speaker this past summer, Antarctic Mike, shared something very impactful about difficult situations and the change that comes from them. Did you know that, in a storm, one of the only animals on the planet that will walk straight through the storm instead of turning and walking away is the American Bison? It does this because generations of bison have done this, knowing it is the fastest way through a storm. They, we, I, you, must go straight through.
I am in no way suggesting walking straight through all your storms. This might insinuate ignoring them or shutting out the possibility of the influence they may bring. But, this season, consider laying out your business and personal future. Then, be a bison and walk toward those goals with purpose and intentionality, walking through the difficulties and successes in your journey. Celebrate along the way; the journey to the goal is just as important as meeting the goal.
The CFA has been providing our members with this very kind of thought leadership through networking for fifty years now, with the best of the best in our industry. The next way to be involved in this kind of networking is to sign up for Foundation Contractors’ Night, our social event during the World of Concrete. It will take place at the Top of the World at The Stratosphere. There will be plenty of “bison,” strong thought leaders in our industry just like you, willing to share their journeys and looking forward to launching into 2025.
Want more opportunities to join the herd? There will continue to be networking throughout the year via Zoom in our Best Practice Groups, and there will be another Executive Retreat, this time in Salt Lake City in April. Then, make plans now to participate in the big celebration of our 50th anniversary held during CFACON25 in Deadwood, South Dakota. You’ll be sure to experience both literal and figurative bison taking in this destination.
President
Concrete Foundations Association
