ISFA Fabricator Profile: ASST Goes Above and Beyond

ASST Goes Above and Beyond

Like all great success stories, it starts with an idea, a spark of something promising. Such an opportunity unfolded for Russ Berry, president and founder of ASST Beyond Surface Level Solutions. In the 1990s, he was serving as executive vice president for Allegheny Millwork. With his foresight and leadership, Allegheny diversified their custom business and eventually Berry partnered with them and started ASST in 1998. Opportunity knocked, and Berry opened the door to what is now two facilities, over 50 employees and a remarkable project portfolio that spans nationwide.

“I was lucky to work with some folks who believed in me, and believed in what we could accomplish together,” said Berry. “They allowed me to come up with a business plan to start a business … It was a gift.”

Berry uses his unique blend of proven experience in fine arts (he has an MFA in sculpture from the University of Pennsylvania) and millwork manufacturing. Capable of understanding the complex array of components that contribute to success, Berry attracts talent with can-do attitudes, inspires a culture of accountability and innovation, and commits the ASST team to go above and beyond to meet the needs of their customers.

Berry champions the company’s core values as the root of their success. “Our values are what bond us together: integrity, customer focus, innovation and perseverance,” he said. It’s the enthusiasm they have to work as a team that builds a strong foundation upon which all areas of the business flourish.

Now over 20 years later, that business has grown to an award-winning fabrication and manufacturing outfit spanning several markets including education, retail, corporate and public spaces with a specialization in complex surface

Ian Webb, fabricator, works second shift at ASST.

MGM National Harbor in Fort Washington, Md., featuring Corian Glacier White. This reception desk is compound thermoformed, which requires a skillful approach.

fabrication and full architectural casework packages for the healthcare industry. They’ve developed an impressive portfolio of successful projects with highprofile contractors, architects, interior designers, and end users. Known for their innovative, patented thermoforming technologies and product designs, ASST loves to tackle what some might deem impossible.

Building a Reputation

“Our history, our expertise and probably a great deal of our reputation is principally in architectural millwork, and specifically architectural millwork made from engineered materials,” said Berry.

ASST fabricates thousands of sheets and slabs of material every month. Working with multiple surfaces enables them to diversify and offer a wider scope, certainly more than some of their competitors. Being a reliable resource for multiple scopes of work gives ASST a competitive advantage.

In 2020, healthcare accounted for 50 percent of their sales. Corporate/public space accounted for 31 percent, education accounted for 18 percent, while retail is less than 1 percent. (Retail took a hit last year because of the pandemic.)

Solid surfaces remain popular in healthcare because of the nonporous nature of the material. It is easy to clean and resistant to heat, chemicals and impacts. ASST is also seeing more solid surfaces in education and casework. The majority of their business is done with general contractors. There are some exceptions where they will work directly for an architect or owner. Since it’s the responsibility of the general contractor to keep costs down, the most common way to do that is minimize subcontractor fees. “Architects and Designers don’t really like that their best work is being doled out to the cheapest subcontractor,” explained Kevin Casterline, director of communications, ASST. “We are helping them realize that they have a say in who does their work by specifying ASST as their fabricator of choice.”

Embracing Technology

The ASST facilities, approximately 90,000 sq. ft. of shop space, are home to three axis CNC machines, a five axis CNC, multiple thermoforming

Bobbi McIntyre, fabricator and finisher, smiles through first shifts at ASST.

2020 ISFA Hall of Fame Award, Russ Berry.

tables, commercial ovens, CNC wet saws and more. Their Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems are developed in-house. “We don’t use our technology to say we are using the latest and greatest tech,” said Casterline. “We use technology to assist our customers and employees, for success and profitability.”

“Our IT folks are not sitting in a corner,” added Berry. “They’re an integral part of the team. They’re involved in sales, they’re involved in project management, and they know how we do the work. They understand our business and they’re part of the process.”

All ASST employees have an iPhone, iPod Touch or iPad, and everything in the shop is QR coded. “Materials are tracked; projects are tracked. We try to maximize efficiency. It’s a streamlined operation,” said Casterline. “All of our processes are defined by our Critical Operating Events and Tasks (COET). Because of our ERP/CRM and processes, we can track our projects from the time a client was initially contacted to receiving final payment and closing the project.” Since the ERP/CRM is developed in-house, ASST has the ability to make changes to their systems and customize it to their needs. “While we embrace technology, we are not in love with it,” clarified Casterline. “Technology is like spices and cooking— the right amount at the right time will bring everyone to the table.”

What Casterline is getting at is that technology doesn’t assume success in every application. When considering technological upgrades and software solutions, there’s a lot to consider. Will this technology bring in more customers? How will you pay for it? What is your maintenance plan? How long will it be before you need to invest in upgrades? What team members will be using it? How much training will they need? Casterline recommends a goal setting process. Everyone should understand that this technology is being deployed for specific reasons, all of which should enable better business: assisting customers, increase profitability, streamline invoicing, material supply and more. “Get feedback.

Binney Spiral Staircase in Boston featuring Krion Fire Red. This staircase was done for a pharmaceutical company, and it represents the helix within DNA.

Ask your end users what they think about it and how it is working for them. Getting buy-in from your team is imperative,” added Casterline. “If you come to the realization that you cannot reach your goals with this solution, stop and re-evaluate.”

Supporting Sustainability and the Community

ASST has taken the initiative to implement recycling efforts to reduce the amount of solid surface and resin material scrap sent to the landfill. They’ve partnered with a local high school, which reuses the discarded scrap material in a meaningful and educational way. The Gettysburg Area High School Technical Education Department uses ASST offal in a variety of interesting student projects. From gears and pulleys to creating CNC machined cutting boards and signs, the students get some real hands-on experience with materials they might not be familiar with.

While many wouldn’t find a lot of use for offal or even deem it worth exploring when they consider the time it takes to repurpose, ASST is motivated to think outside the box. With a vertical seaming table that enables quick seaming and reusability, they find it saves time and money while making a meaningful impact on the environment by decreasing the amount of material that is sent to a landfill.

Staying Connected

Being involved in the industry is paramount for ASST’s success,” explained Casterline. “Sharing our experiences with other professionals helps grow the industry and helps us stay in touch with what is going on with surfaces. Pre-COVID, ASST offered shop tours for general contractors and architects. We held events where we open our doors to competitors. Our goal is to share our experiences, learn from others and keep our brand in front of customers.” In January 2021, ASST welcomed ISFA members with a terrific virtual shop tour. Find the recorded tour on isfanow.org.

Southfork Dental offices in Plano, Texas, featuring Porcelanosa Imperial Yellow and Corian Glacier White. The curves and lines of this unique reception desk give everyone something to smile about.

Philadelphia Modular Benches featuring Corian Platinum. The original benches were made from granite. A nearby skate park draws riders to the area, which can be a detriment to the benches as they grind along them. The city needed a durable material that is easily repaired.

UPMC Pinnacle Harrisburg Hospital in Harrisburg, Pa., featuring 3 Form, Corian and Formica. From the trees to the benches to the thermoformed sinks, everything in this children’s play area was custom. ASST was proud to create a fun and healing space for children.

In addition, they’ve participated in roundtable events where industry professionals can discuss goto-market strategies, growth opportunities, design processes, fabricator education and training, shop layouts and procedures, AWI specifications and quality control standards, and more. Collaboration is key at ASST both within its walls and beyond. “It’s a great place to work when you can go out to the shop and ask, ‘Hey, how does this work?’ and everyone in the shop is willing to share their knowledge with you,” said Casterline. “There’s always something unique going on.”

ASST’s Solid Surface Production Line in McSherrystown, Pa., is where large-capacity projects are fabricated.

Find out more about ASST at ASST.com or contact Kevin Casterline at kevincasterline@asst.com. going on with surfaces. Pre-COVID, ASST offered shop tours for general contractors and architects. We held events where we opened our doors to competitors. Our goal is to share our experiences, learn from others and keep our brand in front of customers.” In January 2021, ASST welcomed ISFA members with a terrific virtual shop tour. Find the recorded tour on www.ISFAnow.org.