Daniel Owen: Taking the Flooring Business to New Heights

Starts with learning the family business from ground level
by Taylor Holmes

Walking through the newly constructed 50,000-square-foot manufacturing facility in Phoenix, Arizona Polymer Flooring CEO and co-owner Daniel Owen remains surprisingly humble. At just 36 years old, the young leader has transformed a small yet innovative mom-and-pop operation into an international concrete coatings powerhouse. Known for integrity, superior products and systems, and technological know-how, APF is booming under Owen’s leadership.

Owen’s parents, both of whom were concrete coating contractors, founded APF more than 30 years ago when they sought to create coatings that could withstand Phoenix’s extreme heat. Since these early days, Owen has played a role in maintaining and ultimately growing the business. He received a one-of-a-kind education during his childhood and as a young adult, working in virtually every department of the business.

“The experience I had at APF as a young boy was invaluable — it gave me an understanding of and an appreciation for both the business aspect of the industry and the craftsmanship and attention to detail that is essential to see each project through to completion,” Owen said.

Over the years, Owen has developed a reputation as a big-picture thinker with a clear vision and dedication to innovation. He and his wife, Leane Owen, who serves as co-owner and director of marketing, have since elevated a small enterprise into a major player in the concrete coating industry with distribution worldwide.

The once small operation recently moved into a state-of-the-art manufacturing facility equipped with training areas, a larger warehouse and production areas that will help streamline operations and expand distribution. The move solidifies APF’s position as an up-and-coming industry leader and serves as a milestone for Owen, who has dedicated his life to growing APF.

“Our new facility is both a product of years of investments to strategically streamline and improve the production process and a testament to the strong partnerships we have forged with some of the best commercial contractors in the business,” Owen said.

However, the new facility isn’t the only milestone that Owen has helped APF reach. During his six years as vice president, he implemented new business systems and procedures, production practices, customer service practices, environmental initiatives and dynamic marketing campaigns — all of which contributed to a 60-percent increase in revenue and positioned the company as an emerging industry leader nationwide.

During the early part of the 2008 recession, Owen chose to refocus sales efforts toward commercial and industrial markets rather than decorative and residential markets. This move enabled APF’s substantial growth while competitors experienced slumping sales.

Owen expanded APF’s market influence and production capabilities further when he facilitated the acquisition of Super-Krete International in January 2016. This move was a key step in APF’s journey to becoming a market leader. APF initially specialized in industrial spaces such as aircraft hangars, auto manufacturing facilities and healthcare facilities. The addition of Super-Krete expanded APF’s expertise to decorative concrete and concrete repair.

As president and CEO since 2013, Owen oversees operations, business development and strategy, customer service, product development and quality control, and expanding APF’s footprint into new vertical markets, including food and beverage processing and healthcare services. He also forges strategic partnerships with key contractors and has been intimately involved the development of several new product lines, including the Polyurea 5000 series and CastorCrete® polyurethane modified mortars, APF’s most successful brand to date.

Leane balances these efforts, driving marketing and branding efforts that have been critical to the company’s success. She has helped position APF as a force in the market via social media, strategic advertising campaigns and an industry-leading website.

The flooring systems that APF manufactures are based on epoxy, polyurethane and acrylic technologies. They have been installed in major sporting venues, pharmaceutical facilities, military bases, amusement parks and much more.

As APF continues to grow, one thing remains constant: Owen’s commitment to his employees and customers. He is respected by his employees because he treats them fairly and equally, and will always listen to what they have to say. In turn, everyone is committed to excellence, innovation and the highest level of service.

“We’re invested in solving problems so that we become more than just a manufacturer — we are a partner in each customer’s project,” Owen said. “No matter how far or fast we grow, we will still run on the same mission and operate with integrity.”

About Arizona Polymer Flooring

  • Arizona Polymer Flooring manufactures more than 50 different high-performance flooring products and concrete coating systems that are used in both decorative and industrial projects.
  • Daniel Owen’s parents, Dean and Carol Owen, founded the company in 1985.
  • In 1998, at the age of 18, Daniel Owen began working at the APF factory as a chemical processor. He also served as a pigmenter.
  • APF has 63 employees.
  • APF has distributors in 25 states.

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