LATICRETE appoints Troy Wicks as SPD Technical Sales Representative

Words: Ron AdamsLATICRETE, a manufacturer of globally proven construction solutions for the building industry, announced that Troy Wicks has joined the LATICRETE Specialty Products Division (SPD) team as Technical Sales Representative. Wicks will be covering a vast territory that includes Oregon, Washington, Idaho, Montana, Alaska, Wyoming, and Canadian Provinces British Columbia, Alberta, Saskatchewan and Manitoba.

According to Robert Duke, LATICRETE Western Regional Sales Manager - SPD, "Troy comes to us with roughly two decades of experience in the decorative and conventional concrete industry. In 1995, Troy started Integrity Concrete Design. He spent the next 18 years developing his expertise in all aspects of the decorative concrete industry. We know his experience within the concrete sector will be beneficial to all of us. We're looking forward to working with him."

Wicks has not only worked domestically, but in seven overseas companies, as well. He spent the last two years with Ultra Quiet Floors, where he worked to develop the firm's micro-topping and overlay division.
No Shortcuts: The Journey of Real Stone
February 2026

Have you ever stopped and really thought about how that stone on the wall got there? I don’t mean the install...not the mortar, the scratch coat, or the clean-up. I mean the whole journey. From the first cut in the earth to the

Rob McKay
Technical Talks
Read More
Stop Gambling on the Wall: Why the Modern Jobsite Demands a Sure Thing
February 2026

If you have spent any time walking the carpeted aisles of the World of Concrete, you know the vibe. It is a sensory overload of heavy machinery, slick demos, and the collective optimism of thousands of contractors. We are in Las Vegas, the gambling capita

Shayne Sanders
Technical Talks
Read More
Helical Beaming: Strengthening Masonry from the Inside Out
February 2026

In the world of masonry restoration and retrofit, the goal is always the same: preserve the character and craftsmanship of historic structures while ensuring their long-term stability. But anyone who has worked on century-old brick or stone buildings know

Tiffany Tillema
Technical Talks
Read More
The 2026 MCAA Annual Online Auction
February 2026

The Mason Contractors Association of America is thrilled to announce the 2026 Annual Online Auction, the masonry industry’s premier event for scoring the best equipment at a fraction of costs. Whether you are looking to expand your equipment stockpile or

Justin Stengel
Industry News
Read More
Interested in working with us? Learn about and join the Masonry Alliance Program →