Doug Borchers shares how listening, legacy, scaling through culture are fueling expansion in new Driven by DCKAP podcast episode
AUSTIN, TX —In the latest episode of the Driven by DCKAP podcast, Doug Borchers, President of Superior Aluminum Products, joins host Karthik Chidambaram for a candid conversation about leadership, growth, and what it takes to reinvigorate a long-standing manufacturing business.
Before returning to lead the family company, Borchers spent nearly two decades growing electrical distributor Dickman Supply from $4 million to $60 million. Drawing from both manufacturing and distribution experience, he shares how customer-centric thinking, hands-on leadership, and Midwest values have shaped Superior’s direction and fueled nationwide expansion.
Based in Rushsylvania, Ohio, Superior Aluminum manufactures architectural aluminum railing, columns, and other exterior products used in commercial, multi-family, and government construction.
Highlights:
- Driving Meaningful Growth: How Borchers led Superior Aluminum to nearly triple its revenue by unlocking team potential and acting on customer feedback.
- Distribution Lessons from the Electrical Industry: Insights from his time at a $60M electrical distributor that helped inform Superior’s growth model.
- Expanding with Purpose: Why customer trust is fueling product innovation and multi-state expansion.
Empowering Employees, Listening to Customers
When Doug Borchers returned to Superior Aluminum Products in 2016, he didn’t start in the C-suite—he started on the shop floor.
“I was probably the worst assembler on the floor those two weeks I was out there. But I got a chance to work beside everybody, to know who they were, what makes them tick, and I also got a chance to see some areas for improvement in our system,†Borchers explained.
This people-first approach, paired with a renewed focus on solving customer pain points, helped shift the company from stagnation to 3x revenue growth. By creating a culture of shared ideas and direct customer engagement, Borchers steered Superior into new markets with confidence.
Lessons from Distribution: Thinking Like an Owner
Before rejoining the family business, Borchers served as Vice President of Dickman Supply, an electrical distributor that grew from $4M to $60M during his tenure. His leadership style—marked by curiosity and accountability—left a lasting impression.
“They thought I owned the company,†Borchers recalled. “That meant I was portraying that I was taking ownership of our actions.â€
His time at Dickman also introduced him to NAED (National Association of Electrical Distributors), where board involvement exposed him to ideas from across the country—insights he would later apply at Superior.
Expanding Product Lines and Geographic Reach
Superior Aluminum’s growth is both intentional and relationship-driven. The company has added new products, like aluminum awnings, at the request of long-time customers who trust Superior’s quality and service.
“We have three new products scheduled for this year,†Borchers said. “It comes along with building relationships… they ask, ‘What more can you do with me?’â€
Through what he calls the “ripple theory,†the company is growing outward from its Ohio base into new states and markets, applying lessons learned locally to deliver consistent quality at scale.
Takeaways for Manufacturers and Distributors
This Driven by DCKAP episode is a powerful reminder of how leadership rooted in humility, curiosity, and execution can reignite growth—even in legacy businesses. Borchers’ blend of field experience, distribution insight, and strategic planning offers valuable takeaways for anyone in manufacturing, distribution or B2B.
More Information
- For more details, visit the Driven Podcast portal or tune in on YouTube or Spotify.
- For information about ERP integration, check out the DCKAP Distributor Blog.
- Subscribe to the Driven by DCKAP Podcast.
About the Driven Podcast
The Driven by DCKAP Podcast is an audio and video show that explores leaders’ stories, digital journeys, and insights on trends in B2B and distribution. The podcast is hosted by Karthik Chidambaram, Founder & CEO of DCKAP, who grew the company from a start up to a global team of more than 200 employees. DCKAP earns several trust badges by G2.com, the world’s largest tech software marketplace, including category “Leaderâ€, “High Performer Americas†and “Users Most Likely to Recommend.â€
About DCKAP
DCKAP is a leader in digital solutions that help distributors systems’ talk to each other. Its technology solutions simplify software integrations, e-commerce, and product information management for B2B companies. DCKAP’s flagship product, DCKAP Integrator, helps distributors and manufacturers to automate data between ERP, e-commerce, and CRM systems. Founded in 2005, DCKAP is a global and distributed team headquartered in Austin, TX. Visit DCKAP at dckap.com or follow on LinkedIn.
About Superior Aluminum Products
Superior Aluminum Products is a leading manufacturer of high-quality aluminum railing, fence, and columns, proudly made in the USA. With nearly 70 years of experience, we provide customizable, durable solutions for commercial, residential, and industrial applications.To learn more, visit www.superioraluminum.com.
