Case Study: Fenix Specialty Performance Coatings

Energizing New Product Development + Focused Field Sales Execution


Fenix brands are the industry’s most trusted problem solvers for specialty performance coatings. The company manufactures the highest-quality, most durable and innovative specialty performance coating products on the market, and delivers superior technical expertise that exceeds expectations while offering an exceptional customer service experience. Fenix offerings include paints, concrete mixes, and a broad array of hard surface and anti-microbial coatings.

Ascension was engaged by Fenix leadership to help the organization identify and commercialize coating products (new product development) and sharpen its consultative field sales execution nationally.

Fenix Specialty Performance Coating is owned by Private Equity firm Tonka Bay Equity Partners. Over the last 10 years, Ascension has been engaged by Tonka Bay to support eight portfolio companies in a range of growth strategy and program executional assistance engagements.


In early 2020, Ascension was asked by Fenix senior leadership to provide hands-on direct trusted adviser support to the organization. Two concurrent support programs were provided:

New Product/Service Strategic Ideation

Ascension facilitated two new product/service strategic ideation sessions with members of all Fenix coating brands. One session was held for R&D and technical staff and another with the commercial marketing and sales teams. The new product/service sessions yielded over 200 new product + process improvement ideas. Of this, an Ascension weighted value index model was used to narrow this list to high potential concepts for further development/consideration.

Consultative Sales Training + Accountability/Process Management

Ascension designed and delivered customized “Purposeful Selling” best practice consultative sales training workshops for the combined Fenix sales organization across all multiple Fenix brands. Workshops were focused on the inside sales/customer service teams as well as best practice consultative sales skills and territory planning workshops for all outside sales reps.

Additionally, Ascension organized and facilitated bi-monthly Red Team℠ sales process/accountability management sessions. These interactive report out sessions provided field sales rep coaching opportunities and gave management a granular view of each key sales territory.


The Fenix business and its collection of regional brands continue to grow driven by new products/services, acqusition and improved field sales focus and execution. Specific performance results are confidential.