TEXTILES.ORG
For Craig Zola, stepping into the role of board chair felt like the natural next step of a decades-long career dedicated to textiles and association leadership.
Inspired by his father, J. Richard (Dick) Zola, an Advanced Textiles Association (ATA) Honored Life Member with a distinguished career in industrial textile manufacturing, Craig followed his father’s career path and joined the Astrup Company, an industrial fabric supply distributor, after graduating from Keene State College in New Hampshire.
“I thought it would be an interesting place to start—and after 17 years, I was still working there. That’s where I established myself in the advanced textiles industry,” Zola recalls. “As an Astrup sales representative covering the Florida territory, I learned ‘Sales 101’ in a very competitive Miami market—specifically how to build trust and relationships with people from different backgrounds and cultures. I loved it.”
As his career advanced, Zola joined Herculite Products in 2006 and eventually assumed his current role of vice president of marketing and distribution, balancing personal growth with a commitment to industry growth through association service.
Zola has served two terms on the Marine Fabricator Association (MFA) board of directors; one term on the Chesapeake Marine Canvas Fabricators Association board of directors; three years as chairman of the Industrial Fabric Foundation board of directors; and six years as a director on the ATA board, followed by two years as second vice chair and two years as first vice chair.
“I remember feeling incredibly humbled to be on the MFA board. It opened my eyes, from a board of directors perspective, to the challenges the association and many fabricators were facing,” he says. “Over the years, these board membership and volunteer experiences helped me learn that purposeful involvement and consistency are the key to both personal and professional success.”
Serving on several boards has also underscored how Zola’s career experience can strengthen his impact on ATA and its members.
“Thinking in terms of total cost of ownership, for example, my job is to help customers and suppliers be successful by providing the best solution that will help them achieve their goals—and it’s not about saving a dollar on the cost of the product or service. It’s about the success and profitability of the whole package,” Zola explains. “I use the same approach when talking to companies about ATA membership. They might only look at the cost per year and not understand what they’re getting for that money. But the total cost of ownership provides several intangible benefits: positioning your business above the competition, relationships, networking, finding a star employee through an event—things you can’t put money on.”
When it comes to more tangible benefits, ATA continues to introduce new perks based on member feedback. Additions in the past year included exclusive discounts on uniforms, supplies, travel, technology, and translation and interpretation services as well as a new insurance broker and a business succession planning benefit.
As Zola discusses challenges with peers, he is quick to point out how membership can help companies tackle them together. Common concerns include staffing and workforce development and the growth of non-textile mediums such as metal structures. Others involve EPA regulations, price inflation and tariff impacts on price and raw material availability.
“Workforce development is a constant issue. If management is not engaged in next-generation development, an organization can age out before they realize the impact,” he says. “ATA membership and active involvement in ATA events can keep you aware of impactful people around the industry who might be a good fit for your organization. We also need younger minds thinking about solutions for our challenges. It’s very easy to be in a role for 20, 30 years and miss the target because we’re so used to doing things the same way.”
And because metal structures are here to stay, Zola notes, creating innovative textile solutions and design element marketing is critical in helping the industry better educate architects—an effort that is most successful when companies work collectively rather than individually.
“These factors are hard to fight alone, but together as an association, we have the power to influence the world around us and protect our interests,” he says.
Going a step further, Zola affirms that membership becomes even more rewarding when members choose to get involved. “Volunteering on an industry board is a time expense with ROI,” he says. “I believe that successful people put their heart into what they do, and our industry boards are full of successful people.”
Holly Eamon is a business writer and editor based in Minneapolis, Minn.
Photography by © Mark Skalny Photography
SIDEBAR: Top tips for making the most of your ATA membership
• Market your company as a proud ATA member.
• Attend workshops and conferences.
• Read the magazines.
• Get involved at the board level.
• Build a network of like-minded industry friends.
Your business success is reliant on the health of the industry. Your involvement in ATA at the industry board level can impact future opportunities for all businesses, including yours. As a member, you should attend the workshops and conferences. Expect to get something out of it. Meet the staff and board members. Attend the membership meetings. Consider getting involved versus sitting on the bench. The need is plentiful, but the workers are few.
SIDEBAR: Q&A with ATA board chairman Craig Zola
What will your priorities be as ATA’s new board chair?
• Membership growth
• Expo attendance and value for exhibitors
• ATA program awareness and value for members
I will work alongside and support the ATA president and staff to promote the association’s strategic plans. I will work with the board to ensure those strategic plans and ends will maintain long-term financial stability with careful consideration and safeguards against unplanned economic events. My focus will be on increased membership and retention by providing greater value in membership through enhanced educational programs, networking, certification and a greater visibility of our members’ personal achievements. This will drive people to the annual expo event. I also plan to strengthen the cooperation between the member group advisory boards and the ATA board.
What key industry challenges do you hope to support through ATA?
• Workforce and leadership development
• Industry protection by monitoring government trade policies and regulation
• Reshoring manufacturing back to the USA to create new opportunities
How is ATA working to remain relevant to a changing industry?
The ATA board and staff are staying focused on boots-on-the-ground issues: labor challenges, leadership development and regulations, and relevant event content that makes attendance a tangible ROI effort.
ATA’s job is to stay one step ahead of the challenges impacting our members. We’re actively listening to what is needed, aligning our programming to what matters most and modernizing membership by exploring flexible options that make the value of an ATA membership clearer and more accessible.
How do you plan to incorporate feedback and ideas from members?
Each summer, the board and staff host a Leadership Summit at ATA headquarters in Roseville, Minn., with member group advisory board chairs. During that meeting, member group leaders share challenges, feedback and new ideas for staff consideration. We pay particular attention to suggestions that support our end statements and goals: connect, educate and advocate.
Staff are also creating more structured feedback opportunities from members through surveys, direct outreach, member groups and other advisory groups. They are committed to turning that input into action by aligning our programs and priorities with what members prioritize and would provide the greatest impact.
What makes you optimistic? What are you excited about?
Our industry is resilient and can adapt quickly to changing environments. When a storm hits, we are there to help communities rebuild. During COVID, we were first responders with PPE. The military counts on us for rapid deployment. Tents go up at every important event. Boating passion always requires artistic coverings. Awnings will always provide UV shade and create extended living space. Geotextiles improve infrastructure. Our textile products and services are not “trendy” and do not go out of style. In many cases, textile products improve lifestyle. I look forward to growing the association in sustainable ways that will make the membership decision obvious.
What do you enjoy the most about serving alongside ATA members?
I love the cooperation and respect between member companies, and I love the family businesses and small business values that make up our industry. There are very few industries where competitors actually engage and share ideas.
A fun example of cooperation and respect is our industry band, Hangin’ by a Thread. This band consists of association members from different corners of the industry, including competitors within. I love being involved, and I’m always humbled at Industry Night. By the way, since the band is truly “hanging by a thread,” we are always looking for new music talent to join us—we know you are out there.