Commercial Water Filtration: Media, Projects & Growth

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Commercial water filtration has its own unique sales dynamics. Many projects begin with a detailed set of specifications created around a particular filtration system. Technical measurements such as effective size (ES) and uniformity coefficient (UC) can be critical when determining whether a filtration medium is suitable for the intended application.

Mike explains that the uniformity coefficient reflects how closely the individual particles within a product are grouped by size. A narrower particle-size distribution results in a lower uniformity coefficient. Effective size is another important indicator used to describe the particle characteristics of filtration media. Depending on the requirements of a specific project, customers may also evaluate factors including:

A thorough understanding of these characteristics is particularly important when supplying filtration sand and gravel, since specifications can differ considerably from one project to another. Joel believes that this technical complexity reinforces the importance of having specialists who understand the market and can communicate effectively with customers.

“Water filtration is a very niche market,” Joel explained. “You need somebody that’s specialized in that market who can talk that market’s language, know the customers in that market, build those relationships, and continue to grow it.”

Knowing the technical requirements is only the first step. Commercial water filtration is largely driven by individual projects rather than the predictable repeat orders found in some other markets. This project-based model also creates significant scheduling pressures because the required filtration media must be available when the system is ready for installation.

According to Joel, customers are often refurbishing an existing filtration system by removing the old media and replacing it with new material. The work is carefully scheduled, with a fixed window for taking the filter offline and a specific deadline for bringing it back into operation.

This means that securing the order is only part of the responsibility. A single filtration project may require multiple grades and sizes of material. Sand and gravel are frequently installed in different layers, with each component performing a specific role within the system. Consequently, the availability and coordination of every required product are vital. A delay involving even one component can disrupt the customer's entire project schedule.

Successfully executing these projects requires cooperation across multiple functions, including sales, manufacturing, plant management, product development, technical teams, and logistics. Every department contributes to ensuring that the customer receives the right materials at the right time.

For Mike and Joel, effective collaboration extends beyond their internal teams. Maintaining close communication with customers throughout a project helps establish confidence, clarify requirements, and ensure that expectations are consistently met. This combination of technical expertise, dependable execution, and relationship management supports Covia's goal of becoming a trusted, long-term supplier.

As Mike put it, the objective is to earn the customer's confidence by consistently providing quality material within the timeframe required for the project.

Commercial filtration projects typically involve more than just a buyer and a supplier. Several parties can influence the selection of filtration materials and the eventual success of a project. Joel compares the structure to a three-legged stool, supported by three principal stakeholders:

Each stakeholder has a distinct responsibility. Municipalities and other end users define the performance requirements of the system. Engineers translate those requirements into system designs and technical specifications. Contractors compete for the construction work and must ultimately rely on suppliers capable of delivering the specified materials reliably.

Joel emphasizes that gaining the confidence of all three groups can be essential to securing a project because each has an influence on the purchasing and installation process. The multiple layers involved can make commercial filtration sales complex, but they also create opportunities to develop valuable, long-term relationships.

The project-oriented nature of the market makes those relationships particularly important. A positive experience with one municipality, engineer, or contractor can strengthen a supplier's reputation and potentially lead to additional opportunities in the future.

Joel's goal is to become the supplier customers contact first when they need technical guidance or assistance solving a filtration challenge. Rather than simply supplying a product, the aim is to serve as a knowledgeable resource that customers can rely on for practical answers and solutions.

Covia was already involved in water filtration before its acquisition of the Thompson plant. The company had an established position in pool filtration, including its AQUAQUARTZ pool filter sand business. However, Mike and Joel view the 2024 acquisition as an opportunity to strengthen and expand Covia's presence in the commercial water filtration sector.

Joel describes the acquisition as an important step toward increasing the company's ability to serve commercial filtration customers. While Covia already had experience in the market, the acquisition has enabled the company to dedicate greater resources, attention, and expertise to this area.

Another important element of this strategy is collaboration with the Covia Innovation Center and product development teams. These groups are exploring new products, technologies, and capabilities that could help address a broader range of requirements within the filtration industry.

By combining existing market experience with additional technical and product-development resources, Covia is positioning itself to pursue new opportunities and serve customers across a wider range of filtration applications.

For Mike and Joel, expanding the filtration business is not about winning one particular contract. Because the industry is heavily project-oriented, sustainable growth comes from successfully managing each specification, customer relationship, and delivery. Every project creates an opportunity to demonstrate reliability and establish credibility for the next one.

Their work involves considerable time spent reviewing specifications, communicating with customers, coordinating with manufacturing facilities, developing opportunities, and traveling. At the same time, both recognize the importance of maintaining a healthy balance between their professional and personal lives.

Outside of work, Mike enjoys traveling with his family, attending his children's soccer activities, and occasionally taking cruises.

Joel similarly makes time for his children's sporting events and enjoys golf and cycling. He also spends time on the water—a particular interest that eventually led him to own a boat, despite once saying that he never would.

That balance reflects the same philosophy that guides their professional approach: meaningful relationships are built gradually through reliability, communication, and consistent follow-through.

In Covia's expanding water filtration business, these principles are helping transform specialized technical expertise into lasting customer relationships and new business opportunities. In a market where every project presents its own requirements and challenges, continued growth is built one successful project at a time.