How Thermory USA Built an Industry-Leading Brand Through Transparency and Innovation

02:10 - Why Thermory USA Rejects Industry Associations
04:44 - The Power of Transparency in Building Customer Trust
08:11 - How Thermory Markets Quality to Win Customers
11:41 - Advice for Manufacturers to Grow in a Down Market

Kevin Demars, CEO of Thermory USA, has been in the wood industry for over 30 years. Starting as a teenager working at a custom hardwood door company, Kevin’s passion for wood evolved into a groundbreaking career. Thermory USA, a subsidiary of the world’s largest thermally modified wood manufacturer, Thermory in Estonia, has become a leader in innovative wood solutions. Under Kevin’s leadership, Thermory USA is celebrated for its unparalleled quality, bold marketing, and commitment to transparency—values that continue to define its reputation in North America and beyond.

Thermory USA stands apart in the building materials industry by opting not to join associations that do not align with its rigorous quality standards. Kevin explains how joining associations can create benchmarks that may unintentionally lower the bar for the industry and why Thermory has chosen to take a leadership role instead.

"We still consider ourselves the rebels and the front runners because the standards and qualities that we demand of ourselves, the associations don’t necessarily hold those same standards.” – Kevin DeMars

Transparency is at the core of Thermory’s marketing and operational strategy. Kevin highlights the importance of openly sharing all product testing and quality metrics to establish trust with customers. This radical transparency not only sets Thermory apart but also builds long-term loyalty.

"Every single test you could possibly do to a piece of thermally modified wood—we display it all online… Making the product actually do and say and look exactly how we feel, I think is in the spirit of transparency, that helps the customer really appreciate what it is that we do.” – Kevin DeMars

Thermory has mastered the art of communicating quality over cost, targeting architects, contractors, and GCs rather than homeowners. By focusing on clear communication of product benefits, such as unmatched durability and minimal waste, Thermory lets its quality speak for itself.

"When you want the absolute best, it’s not going to come on sale.” – Kevin DeMars

Kevin offers valuable advice for manufacturers looking to thrive during economic downturns. Rather than cutting back, he advocates for leaning into marketing and storytelling to acquire new customers while competitors pull back.

"When the market is down or flat, that is your best opportunity to attain new customers. Lean into marketing, invest in the creative, tell your story, and hone your message.” – Kevin DeMars

Have more questions for Kevin DeMars? You can connect with him on LinkedIn.

The Smarter Building Materials Marketing podcast helps sales and marketing professionals find better ways to grow leads, sales, and outperform the competition. It gives insights, examples, and shares stories about how to create a results-driven digital marketing strategy for building products and construction companies of any size. SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.