Service Centers
ASD President Working to Change Steel Industry Image
Written by John Packard
September 23, 2014
“A simple act can create awareness,” is how our interview with Association of Steel Distributors President Brian Robbins began. The topic of the conversation was a follow-up to his comments made at the Cleveland regional meeting of the ASD when he told the group “let’s bring back sexy” to the steel industry.
He clarified his comment to SMU by explaining, “I want the steel industry to be desirable and ‘sexy’ as a successful and exciting business and career opportunity, just like Apple or Google or Amazon may be perceived today.”
For Robbins, being involved in the steel industry was always a big deal. “Back in the 1970’s a steel sales position was a coveted job.” It was a big deal that his grandfather, Joseph Koppelman owned a steel service center called MidWest Materials where Robbins is currently the Chief Executive Officer (CEO).
He told SMU that in the 1970’s the business was all about relationships. Being in the industry meant you had a fun job and a well respected job.
It wasn’t until the dark days in the 1980’s and 1990’s that steel was transformed from the place to work to an industry where you had trouble surviving. The dark days for the industry ended up being dark decades.
Now Robbins wants to bring “sexy” back to the industry.
He noted that after the dark decades were over there were some very successful years for the service center segment of the industry. He pointed to signs of new life and new blood being pumped back into the industry. Training programs such as SMU Steel 101 exist to get the new people involved and to get back to making the industry interesting and fun. Robbins told SMU that the ASD also provides their membership mentoring, learning and networking opportunities for both seasoned and new employees.
Now that the industry is once again making money he is suggesting that the distributors become involved with their communities and help brand the industry as one where you can be both successful and involved with your community. “Get the steel company name out into the community,” is what he told us during the interview process. “Get the community to start asking questions about who are these people, what do they do?”
“It’s a good thing to just be involved. The idea is to make money and share your success with those within your community and the world.”
Will the next decades be years of enlightenment for the industry? If the President of the Association of Steel Distributors has any influence on events it could be on its way in the right direction.
The Association of Steel Distributors (ASD) will host their annual meeting at Caesar’s Palace in Las Vegas on October 30th through November 1, 2014. Details about the event can be found on the ASD website.
John Packard
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