AcroMat, a premiere provider of anti-fatigue mats based in the Minneapolis Metro, was recently featured on the Keep It Made USA blog run by Dianna Huff, Founder and President of Huff Industrial Marketing. Keep It Made USA is designed to "celebrate American ingenuity" and "advocate for businesses that are keeping things made in the U.S."
The feature, AcroMat Sees a Need and Fills It, discusses AcroMat's rise from from start-up anti-fatigue mat manufacturer to market differentiator serving the world's leading brands, our U.S.-based production process, and how AcroMat "changed the game" by making custom mat design not only possible but fast and easy.
Below, a few highlights from the Keep It Made USA feature. You can read the full feature through the link above.
From start-up to market differentiator
Just out of high school in the early 2000s, [General Manager Russell Herbert] began selling janitorial supplies in Nebraska. While visiting customers in the industrial space, he often heard they needed anti-fatigue mats custom-made to fit the complex layouts.
The only solutions available were standard-sized, rectangular mats – which workers, plant managers, etc. would then piece together. The problem: These pieced-together mats created gaps, overlapping borders, and on/off stepping – which led to tripping accidents and ergonomic issues.
"No one was making custom-mats – a clear gap in the industry – so I set out to do exactly that," says [Russell]. "When a company asked for a custom size / configuration, I said 'Yes' and then figured out how to build it."
As word grew, so did the business. In 2017, [Russell] moved from Nebraska to the Minneapolis Metro area ... Because AcroMat was the only company in the space making custom mats, the company’s reputation began to grow.
According to Dianna, "By 'custom-sized and designed mats,' this means the mat is one piece of rubber foam that’s been molded, designed, and precision-cut to fit a complex layout and the machines and other items in it."
Made in Lakeville, Minnesota
The AcroMat team oversees all aspects of mat design, production, and shipping from the company’s Lakeville, Minnesota facility – about 20 minutes south of the Minneapolis Metro.
"We’re not a rubber molder, so we source our material, but everything else is completed right here: design, precision-cutting, bonding, assembly, and packaging," says [Rich Ward, Director of Marketing]. "All mats are shipped directly from our facility."
"We also fully developed AcroSketch here in-house, have an in-house printer that allows us to provide custom safety message on any mat, and do all of the manufacturing for Grip-R Non-Slip Coating, which is a bonding we apply to our mats to prevent sliding."
AcroMat meets all Buy American Act (BAA) standards by designing, precision-cutting, bonding, assembling, and packaging its anti-fatigue mats in the company's Minnesota business office and production facility.
AcroMat changes the game, again
Designing custom mats can be time-consuming and complicated; AcroMat previously didn’t have an easy way to design and quote custom mat projects. Custom mats clearly solved a real problem, but unless the process was fast and easy for those in need of anti-fatigue mats, it wouldn’t be sustainable or scalable.
"About 10 years ago, Russell had a lightbulb moment after visiting a client facility," says [Rich]. "He realized we needed to create a way for our clients to design, build, quote, and order a mat to any size, shape or dimension – on their own."
AcroSketch gives users the ability to design their anti-fatigue mats to any shape and size in minutes, see instant pricing and download formal quotes, and checkout online.
This insight led to the creation of AcroMat’s proprietary, in-house, custom mat building tool, AcroSketch. Released in 2017, [Rich] says it’s the only tool of its kind in the industry.
The AcroSketch tool has changed the business. Custom mat design and quoting used to take AcroMat days – and still takes other providers weeks – but now they can design and quote custom mat projects for customers in minutes.
"Safety doesn’t wait," says [Russell]. "AcroSketch has made it so our customers and their standing workers never have to wait either. It’s also halved our lead time."
AcroMat facility in Lakeville, Minnesota. AcroMat has undertaken a number of renovations and expansions, including a 12,000 sq. ft. expansion in 2023.
Continued Growth, Including the Physical Plant
In the last 15 years, AcroMat has grown from working primarily with clients in Minnesota, and serving them directly from a small room in the corner of someone else’s facility, to taking over a 25,000 sq. ft. facility just down the road.
The building houses the business office and production facility, and has gone through several renovations to allow for expansion and higher capacity.
The company now creates custom mats for some of the world’s top brands across the U.S. According to Ward, revenue has grown over 50% each of the past three years, with even larger growth anticipated over the next three years.
A glimpse of the leading brands who partner with AcroMat for their anti-fatigue mat needs.
Dianna reviews AcroMat 100-1 Series
After reading Deskbound: Standing Up to a Sitting World in 2021, I purchased a Made in USA iMovR standing desk. The difference was immediate: I felt better and had more energy while working. The desk came with an anti-fatigue mat, which worked well.
But then I got Rocky, my dog, and the constant stress of walking, playing, and standing all day began to take its toll. In the last year or so, my legs, knees, and hips began to hurt. A lot.
I found myself constantly moving the anti-fatigue mat to find a place on it that felt good. I finally removed it and went back to sitting – which introduced shoulder and neck pain.
Along the same time, I discovered Rich Ward, Marketing Director for AcroMat, via a webinar he presented on how his company uses LinkedIn to grow the business ... While interviewing him, I realized that while my anti-fatigue mat wasn’t "industrial," it did serve the same purpose: to make standing for long hours much more comfortable and pain-free. So, I shared my story about my mat and how painful it had become to stand at my desk.
"Your mat has worn out," he said. "We actually send free mat samples to prospects. Would you like one?"
"Oh yes, please!" The company has a special way of packing and shipping their mats, so I was eager to experience the unboxing, plus I wanted to gain an appreciation for the material and see and feel for myself why the company is rapidly growing.
"Once unboxed, I reconfigured my desk back to standing mode, promptly stood on the mat, and worked pain-free."
My mat arrived, nicely rolled in a box. I could see / feel the difference immediately with regard to material thickness. Once unboxed, I reconfigured my desk back to standing mode, promptly stood on the mat (which is textured and feels good on my feet), and worked pain-free.
According to Rich, "our mats are made for long-term standing – 6-8-10+ hours every shift – so they are slightly firmer than a lot of mats out there. The idea is, if you’re going to stand for long hours on a mat, and move back and forth across your workspace, you need to be able to move without sinking, which could be a trip hazard and also puts added pressure on your joints."
He adds that for those using an AcroMat anti-fatigue mat at home or in the office, you may feel a difference when standing in socks versus shoes; it feels softer in socks, and firmer in shoes, which is by design.
The mat I have is from the 100-1 Series, textured with beveled edge, 5/8″ thick, size 2’x3′.
Note: In keeping with my policy to not accept free stuff – even though the company sends free samples upon request to prospective customers, I sent AcroMat a check for the mat. I’m not a customer, but I am now a huge fan!
Plus, the shipment included a packet of gummy bears – which I promptly ate. Nice touch!
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View Dianna's full feature on AcroMat, here.
Read other features on the Keep It Made USA Blog, here.
Connect with Dianna on LinkedIn.
