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This article originally appeared in the July 2011 issue of the Jackson Magazine.
Caster Concepts Puts Good Ideas in Motion
Industry leader has international clientele
– By Linda Hass
Caster Concepts Inc., a local manufacturer of industrial casters and wheels, is doing its part to keep good things rolling your way. If you’ve ever flown in an airplane or had laser cataract surgery, you may have benefited from its products, which work behind the scenes to build and service end products in the aerospace, automotive, food service, industrial and other markets.
Each of CCI’s casters and wheels has its own distinct personality. The muscle man of the group, the heavy-duty shock-absorbing caster, can support 20,000 pounds and is used to transport parts for airplanes, boats or other large objects. The patented and unique CasterShoX®, the strong silent type, specializes in reducing noise in the workplace. Other products are built to withstand impact, corrosion, chemicals and even temperature extremes found in industrial environments.
Who would have figured these tough little characters would be so vital and versatile? They are, in fact, the twirling little powerhouses that put good ideas in motion. And in CCI’s case, their application is almost limitless.
“One of the keys to our success lies in the fact that we don’t limit ourselves to the existing products and services,” said Dr. William Dobbins, president and CEO. “Customers know we can custom-make a caster or wheel to fit almost any need.”
CCI trains sales staff to walk through manufacturing facilities and look where most people don’t – at the floor – to imagine possible applications for its products, he added.
Michigan-made products attract international clientele
And while the company’s aspirations may begin at ground level, its success has soared like the jets it helps to build. Today, the 24-year-old industry leader is attracting clients throughout North America.
For one recent job, CCI made wheels to fit lights that move up and down a track for a major theatrical production in Vancouver, Canada. The client, a lighting systems company, couldn’t find a Canadian manufacturer able to do the job, so it turned to CCI, which created and designed casters for 20 lights.
“In an area when foreign-made products are on the rise and business is increasingly out-sourced, it’s refreshing to have other countries come to us – and to Michigan, in particular,” said Bill Rayl, executive director of the Jackson Area Manufacturer’s Association. In 2008, JAMA awarded CCI “Manufacturer of the Year,” Rayl added.
Dobbins turns concept into company
Given CCI’s success and international clientele, it’s hard to imagine that the business began with a workforce of three in a spare office at a medical practice. But it did. Caster Concepts was the brainchild of William, his father – the late Richard Dobbins – and Jack Turner, who recently retired as the company’s vice president of sales.
The elder Dobbins had always wanted to start his own business, so when he retired from Albion Industries as president in 1986, he drew upon his business and manufacturing expertise to fill a unique niche – manufacturing custom-made casters and wheels.
When CCI incorporated in 1987, William was working as a full-time primary care physician in Albion but still found time to manage CCI’s finances after his medical hours.
“We started CCI in the same building as my Albion medical practice,” William recalled. “During the start-up years, I got very invested in manufacturing and eventually charted a path that took me out of medicine and into that field.”
That path included buying controlling interest of CCI and furthering his education at the University of Michigan, where he earned his Executive Masters of Business degree in 2002. That same year, he was named CCI president.
“My father had a tremendous impact on me,” said William. “He taught me all the important things that you can’t learn in school.”
U.S. Navy, Boeing among domestic clientele
As a Michigan-based company, CCI has been involved in helping to building the market for Michigan-based products in Jackson County and across the state. Over the years, its reputation for innovation and quality has lured some pretty big fish, including the U.S. Government and the military, with whom CCI has secured 20 contracts.
One contract, from the U.S. Navy, called for CCI to design and manufacture wheels for a dynamometer, a device that measures the force, torque and power of propulsions systems.
“Dr. Dobbins is a go-getter. When he sets his mind to do something, he follows through – and that includes government contracts,” said Penny Southwell, program director for the Procurement Technical Assistance Center (PTAC), part of the Enterprise Group of Jackson.
The Center helps businesses secure government contracts by leading them through the complicated bidding process. The Enterprise Group named CCI as the Small Business of the Year in 2010.
Other CCI clients include major automotive companies, material handling manufacturers and aircraft manufacturers. Products have included wheels for auto assembly line front delivery carts, wheels for cataract laser surgery machines and casters and wheels used in the assembly and service of the new Boeing 787 Dreamliner, said Dobbins.
Wheel of fortune smiles on CCI
As demand for its products grew, so did CCI. In fact, one could say the wheel of fortune has smiled on the company. Today, it employs 70 people, who work in a 50.000 square-foot state-of-the-art headquarters that includes manufacturing and office space. About 80 percent of the workforce, including an engineering department of 8, is from the Jackson area, said Dobbins.
“Our success is driven by matching quality equipment with a great group of employees focused on continuous improvement,” said Dobbins, adding that the company’s trademark is solving unique mobility problems. “It was because of these employees that our company was able to put together aggressive actions to maintain business during the economic downturn.”
The business also has four manufacturing divisions: Reaction Industries, Fabricating Concepts, Triple E LLC, The Machine Center and CasterShoX® LLC.
According to William’s wife, Karen, there may be another reason for CCI’s success. “Bill is a goal setter. He is constantly learning and seeking ways to improve and grow the company,” she said. “He knows if you really want a strong company, you must always keep up to date and invest not only in the business, but the people who work in it.”
