When you’re dealing with large commercial doors, it’s important to find experts you trust to save you time, money and headaches. And at ASTA America, that’s what we do, providing the manufacturing, installation and maintenance for all your door needs including high-performance doors, commercial slat doors, fire doors, counter shutters, heavy-duty services doors and insulated service doors. We sat down with ASTA America Vice President Michael Page to hear more on the philosophy of the business, examples of innovations and efficiencies designed to keep your business successful and what’s coming down the pike.
Q: What brought you into the industry and what has made you stay?
Michael Page: I got into the door business more than 20 years ago working for DBCI and then joined ASTA America as a plant manager in January 2020. I now serve as vice president, overseeing all facets of the business, including sales support, as we provide commercial rolling steel and sheet doors for garages and carports.
For me, the most rewarding part is on the human side of things. It’s about the personal -- because if you care about people, you’re going to produce products that exceed expectations every time. Whether we’re talking about customers or employees, we’re investing in people to help them succeed.
Q: During your 5-year tenure, what are some of the wins that you’ve seen ASTA America achieve for customers?
Michael Page: At ASTA America, it’s all about innovation and efficiency to make it easier for our customers to succeed in running their businesses.
Since 2020, I’ve seen our product offerings explode from 10 to 15 to upwards of 80 today. Door dealers get calls every day for service work, so we want to be ready with a total package of spec work that includes every small part and piece of rolling steel you need. As a one-stop shop, we can provide whatever the customer needs.
Through capital investments from Janus International Group, our manufacturing plant is a smooth-operating shop that provides industry-leading lead times for all jobs.
And we also added a tech support team that we send out to job sites. For example, recently a third-party vendor sold one of our customers multiple external doors with motors that were not specified, and we were able to sweep in with a custom fix.
That kind of dedication is vitally important to all of us at ASTA America. It’s about showing up like your name is on the door. When your philosophy is to care about your brand like it’s your own, everybody wins.
"When your philosophy is to care about your brand like it’s your own, everybody wins."
Q: What are the biggest challenges you customers and prospects face today, and how can ASTA help them overcome it?
Michael Page: It's a spec-driven market for door dealers and delays create a gap that hurts their businesses. We work to make sure our customers are better armed in this market to get through any situation they face. I see some companies in the industry who are set in their ways. That’s not us. We’re flexible and listen to your needs to create a solution that works for you versus trying to fit your needs into an existing solution. As a full-service provider, we’re able to help our customers get past the finish line on every project.
"As a full-service provider, we’re able to help our customers get past the finish line on every project."
Q: How does ASTA America make it easier for dealers and architects to do their jobs?
Michael Page: We’ve built a standalone customer service department with two full-time ASTA America employees. Customers can call a direct line to reach a customer service rep and be connected to the appropriate tech support expert and engineering team to get you an answer in minutes versus days or even weeks at some shops.
Q: What are some recent examples of innovations ASTA America has brought to market, and what’s on the horizon?
A: We listened to the market and introduced two new high-performance door systems engineered for durability, security and seamless fast-moving operation. Additionally, we opened a new state-of-the-art distribution center in Mt. Airy, North Carolina, that allows for convenient pick-up and prompt delivery options to make projects easier.
And we’re constantly innovating our manufacturing processes. Take our special color powder-coated doors. They’re considered second to none in the industry, but we don’t believe in resting on our laurels. We’ve continued to refine the process and now use the most durable paint to provide the highest grade to protect the doors.
And we’re continually working to become that one-stop shop for all customers with several new offerings coming this year.
Connect with Us
Come see us at the AIA Florida 2025 Convention and Trade Show, July 30 – August 2, in Tampa to learn more about our commercial door solutions, including impact certified, wind-load certified, dual certified, heavy-duty certified and Miami-Dade certified doors.
Visit Booth 119
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About Our Author
Michael Page brings more than 20 years of expertise to his role as vice president for ASTA America. He joined the company in 2020 as a plant manager and now oversees all facets of the business, providing the manufacturing, installation and maintenance of rolling steel and sheet doors for garages and carports. Prior to joining ASTA America, he worked for DBCI.
