RIDGID -- Building reputations

Some of the largest and most influential companies and/or their facilities in this industry are found on the outskirts of major metropolitan areas. One such company, RIDGID --  located in Elyria, Ohio, just south of Cleveland -- has been mastering its craft since 1923. Becoming a top tool company in this industry not only means that its products and services are second to none, but its adaptability in an ever-emerging global market is also key to RIDGID’s success.

Under the direction of RIDGID president, Fred Pond, the strategic direction is clear:

• Faster growth --  the investment is in new technologies and developing markets;
• Strengthen relationships -- develop strong bonds with contractors and distributors; and
• Drive efficiencies -- these underpin the ability to compete globally and enhance the customer experience.

According to Pond, “If you do one of the three, success is not likely. Do two of the three and you’ll probably be OK. Do all three and you’ll win. The elements are interdependent and take great teamwork to execute.”

Every tool that bears the RIDGID brand is engineered to the same high standards of quality, strength and endurance as was that first heavy-duty pipe wrench more than 80 years ago.

Ever since the introduction of that revolutionary product, the expectations have been to exceed those of its customers through industry leading products and support that provide:

• Confidence that RIDGID products will consistently perform in the harsh demands of the professional’s work site. “When it says RIDGID, it works,” said Wyatt Kilmartin, director of RIDGID branding.
• Efficiency which results in faster work, more jobs, and improved profits.
• Industry innovations to help customers create new services and income sources.

RIDGID was gracious enough to welcome Phc News to its Elyria facility where Pond and Kilmartin rolled out the red carpet. Part of that summer day, Phc News sat down with president Fred Pond for a one-on-one exclusive interview.

Phc: What were your goals when you were named president of RIDGID?

Pond: RIDGID has a long history of developing and producing high quality products for demanding applications. The day I was named president -- nearly a decade ago -- I knew that we had a great brand, broad product portfolio and a tremendous team of dedicated, talented people. The single greatest challenge was staying ahead of the curve in terms of technology and innovation to stay relevant with our customer.

Phc: Were you facing any unique challenges at that time?

Pond: As most people know, the RIDGID name was built in the steel pipe tool business. While a great business, it is a very mature market. RIDGID needed to develop new competencies through answering the evolving needs of the professional contractor, and we needed to do this on a global basis.

Phc: Did you realize some or all of those goals?

Pond: I think we’ve made very good progress. We have added new businesses and competencies, while continuing to expand throughout the world. Some key examples are vision systems, pressing technology and locating equipment. These products expand the capabilities of our customers, and that drives adoption. This said, we have several very exciting new technologies that will unlock tremendous value for our customers nearing introduction. As I see it, we are building on a strong footprint, and our best years are clearly ahead of us.

Phc: To date, what has been your crowning achievement at RIDGID?

Pond: Look, contractors’ jobs are not getting any easier. They are counting on us to provide productivity, certainty, and help in growing their businesses. We’re delivering products with meaningful benefits for our customer, and we take this responsibility very seriously. Everything we do is based on understanding our customers and anticipating their needs. I am most proud that throughout the world every RIDGID employee walks the walk.

Phc: The “think tank” at RIDGID must be constantly R&Ding new products and technology. Can you talk about the level of commitment and expertise that goes into new products?

Pond: We believe new products are critical. Meaningful and truly innovative new products are the lifeblood of any company. I am not talking about fluff here. I am talking substance, as measured in the eyes of your customers. The process is exhilarating, and perhaps the single greatest thrill of my job. There are a lot of very smart people committed to research and development at RIDGID. We are constantly looking at new ideas, developing and testing new technologies, and striving to bring top quality products to market that will strengthen the tradesmen’s reputation.

Phc: How have your products affected the landscape of the industry?

Pond: I think they’ve been a catalyst for the industry phenomenon of tradesmen expanding their service portfolio to grow their business. For example, people trusted our drain cameras to perform and found they could offer inspection as a stand-alone revenue generator. New products like the microEXPLORER digital inspection camera will have the same effect in different inspection environments. Is the professional buying a tool, or a capability that unlocks value? Clearly, we believe it is the latter.

Phc: How does RIDGID ensure and manage quality standards?

Pond: Quality is in our DNA. It is a relentless pursuit. From manufacturing process controls to extensive product testing, we make every effort to be sure our products perform on the job site as our customers expect.

Phc: Let’s talk about your Web site. How does RIDGID’s Web site support contractors and distributors?

Pond: I’d like to take this a step beyond a Web site. A Web site is absolutely foundational, and we are constantly working to make sure that RIDGID.com delivers maximum information value. Additionally, we host a customer community, where contractors share information about their business and themselves with other professionals, and even homeowners. Our RIDGID Forum is open to all. For our distributors, we use a Web portal, ridgidconnect.com, to promote programs and business efficiencies. In short, the Web is an integral component of our strategy, and one that will only get more important with time.

Phc: How does RIDGID demonstrate its commitment to its employees?

Pond: Obviously, the talented people that work for RIDGID are the reason for our success. We provide an enriching work environment that includes an open forum to share ideas. My door is always open. In addition, we have the RIDGID PHD program or “Personal Health and Development.” This program was created to encourage employees to expand their horizons. We offer a variety of lifestyle classes such as gardening, cooking, fitness and more. Employees who participate can earn PHD credits and are rewarded with prizes. Overall, I think the proof lies in the tenure of our workforce. It is not uncommon to find an employee with more than 30 years of service. I’m almost there myself!

Phc: What is RIDGID’s commitment to the community?

Pond: RIDGID is proud to give back to the communities that have been so good to us over the years. We give back because it’s the right thing to do. Two neat examples are the sponsorship of a new media center at Elyria High School and the donation of a large piece of land in Virginia for use as fairgrounds. Specific to the trades, through our PROFuture program, we give time and resources to the next generation currently learning the craft.

Phc: Describe the importance of creating a strong relationship with contractors.

Pond: There’s no question that creating strong relationships is vital. I strongly believe that integrity is an absolute. We all expect the upmost in honesty and respect in dealing with others, and it starts with us. In turn their trust in the brand, and the people behind it, is what allows for an ongoing relevant conversation. That feedback from our loyal customer base drives our idea process. That can’t happen without the relationship.

Phc: How does RIDGID help build reputations for tradesmen?

Pond: It’s a team effort. Our quality tools, coupled with a skilled tradesman, will ultimately build everybody’s good name.

Phc: Describe the significance of your RIDGID promotions -- such as The RIDGID Roadshow -- to contractors.

Pond: The Reputation Roadshow, as we call it, allows us the opportunity to meet with our distributors, contractors and trade school students to discuss and share ideas and showcase the latest technologies and products. It is another example of strengthening the relationship with the market.

Phc: Can you address the importance of being a global company in today’s economy?

Pond: Clearly, our world is changing. Investment is pouring into developing economies, as the needs for safe drinking water, new energy sources and basic infrastructure grow. Business cycles will come and go, and our ability to strengthen RIDGID’s already broad presence throughout the world is a distinct advantage. Plus, it brings new customers and their needs which further drive innovation. Innovation that might benefit contractors everywhere.

Phc: What is an interesting fact or “nugget” that contractors don’t know about the company?

Pond: The Engineering Mascot at the University of Waterloo is a RIDGID pipe wrench.

Phc: Where do you see RIDGID in five to 10 years?

Pond: While we certainly plan for that horizon, I don’t think you have to look that far out to get excited about what is next. We have products coming out over the next 24 months that will change the game for our customers and distribution partners. The company is stronger today, and the future looks even better.

Phc: What would you like your legacy to be at RIDGID?

Pond: I have often told young people coming into RIDGID, that we have inherited a strong tradition based upon the efforts of those who preceded us. It is our responsibility to have those who succeed us say the same about us. I am passionate about leaving RIDGID better than how I found it. Besides, this is fun.