By / Natalie Brucker
The mechanical insulation industry is the world’s best kept secret in energy efficiency. “Insulation materials are among the few industrially manufactured products that actually save more energy in the course of their lives than is required for their manufacture,” says Ontario-born Katie McFadden, Demand Generation Manager and Application Specialist at Armacell Canada. “It’s something we should be really proud of and shout about more.”
Statistics back this up, citing that over a 20-year lifespan, mechanical insulation systems save between 140 and 500 times the energy that it takes for manufacturers to produce them. In fact, Armacell found when doing a Life Cycle Assessment (LCA) that 140 times more energy is saved through the ArmaFlex products than is needed for their production, transport, and disposal. That’s quite an achievement.
This is one of many reasons McFadden fell in love with the industry and last year joined the TIAC Board of Directors as the Alternate Manufacturers Representative. “It was such an honour to be asked,” McFadden says. “I met some folks at the TIAC conference in Niagara and had some great conversations. I was so impressed with how much effort goes into organizing these events and how well attended they are. When Joey Fabing [TIAC president] approached me to join, I was more than happy to jump on board and get familiar with how it works. I hope to bring a unique perspective, as I’m not originally from the industry, and I can offer insight into things that worked well in other industries. Being a woman also perhaps bring a slightly different perspective, too.”
How McFadden ended up in the industry is fascinating. Neither of her parents were in the trade, but she found an interest very early on after working part-time at Beaver Lumber [Hardware Store Company].
“That was my first job,” she explains. “I found building materials so fascinating, but the trades wasn’t really an option presented at school. I went to school thinking I would become a teacher.” McFadden then went on to complete her Bachelor of Science in Psychology at Trent University. A skill that would later come in extremely useful.
“I left university and ended up in sales, like my father, in the food industry, before joining a roofing manufacturer. I met some great people there. It amazes me how often those people end up on a path that opens your eyes to something new. One of those people I met went on to work in the mechanical insulation industry and approached me with an opportunity. The role was to offer full solutions to the market by providing building owners with comprehensive systems and contractors with better warranties. It really piqued my interest.”
And so in the summer of 2021, McFadden joined Armacell and had the mammoth task of being the Demand Generation Manager and Application Specialist for all of Canada . . . and she hasn’t looked back since.
“I am fortunate to have very dynamic work days. They can involve anything from working with engineers on specifications, to project tracking and assisting with technical inquiries, or travelling our beautiful country to provide best practice hands-on training for contractors who install elastomeric insulation.
I get to see what they do and meet great people, all who are keen to take the time to learn something new,” she says.
It is here that her degree has come in very useful—it has given her the ability to read people and understand why people make certain choices. “Every day I am so thankful I took that degree! I honestly believe that successful industries hire for personality, because you can train people to become skilled, but you can’t change who people are at the core. Psychology is a big part of any business,” McFadden says.
When asked if there were any surprises when McFadden first stepped into the industry, she responds: “I was surprised with the camaraderie and desire to improve. Installation companies, distributors, and manufacturers are actively involved in associations like TIAC for the betterment of the industry. It’s a real people industry.”
As for challenges, McFadden says she only sees opportunities. “I think the biggest opportunity is to start seeing our industry evolve to be more inclusive. Women make up almost half the workforce in Canada yet make up single digit representation in trades. I think as every industry faces labour shortages, we need to promote the trades in general . . . and what a great industry we work in. It’s a great place to make a career.”
Looking ahead, McFadden is excited to see the progression of the sustainability efforts made by the industry and looks forward to the opportunity to meet even more unique and talented individuals. “I’ve been so overwhelmed with everyone I’ve met. It’s such a great industry with great organizations working for the greater good. Insulation has fewer barriers to entry and creates great lifelong trade skills—we need to get the word out there even more!” ▪
