ABout Us
We didn’t just build a company-we sparked a movement. From day one, we’ve been guided by a simple but powerful mission: empowering others to build a better life. Whether through our products, partnerships, or people, that mission drives everything we do. It’s not just a statement -it’s a promise.
WHY CHOOSE US
We believe that real restoration starts from within. That's why we invest in our people-empowering teams to lead, grow, and challenge the status quo. Every role matters, every voice counts, and every contribution shapes the future we're building.
OUR VISION
Our vision is to create a sustainable future through innovative solutions and meaningful partnerships.
OUR MISSION
Our mission is to deliver exceptional value to our clients while maintaining the highest standards of integrity and innovation.
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OUR STORY
ITS TIME TO MEET THE TEAM
We believe that real restoration starts from within. That’s why we invest in our people-empowering teams to lead, grow, and challenge the status quo. Every role matters, every voice counts, and every contribution shapes the future we’re building.
Caleb Roth
President
Caleb co-founded R1 with a vision to revolutionize the wood care industry. He is passionate about inspiring growth in others and advancing industry standards through education and innovation. Outside of work, Caleb enjoys spending time with his family, camping, biking, and exploring the outdoors.
Ashley Roth
Owner
Ashley plays a pivotal role in the company’s operations, ensuring the team has the resources and support needed to succeed. She finds joy in transforming backyards into beautiful spaces for families to enjoy and to make lasting memories. When not at work, Ashley cherishes time with Caleb and their five children.
We didn’t just build a company—we sparked a movement. From day one, we’ve been guided by a simple but powerful mission: empowering others to build a better life. Whether through our products, partnerships, or people, that mission drives everything we do.
It’s not just a statement—it’s a promise.
Together, we’ve built more than a business—we’ve built a place where people grow, lead, and thrive.
That’s why we created our Core Values & Leadership Principles: a set of values that reflect how we work, how we lead, and how we lift each other up—because this mission only moves forward when we move forward together.
Day 1 Mentality
We started with a Day 1 mentality-a mindset rooted in curiosity, hustle, and the belief that every day is a new opportunity to raise the bar. We bring that energy to everything we do, from launching our first brand to scaling innovation across industries that need a new way forward.
CUSTOMER OBESSION
At the core of our growth is customer obsession. We listen deeply, act with empathy, and build with intention-because we know that restoring trust starts with understanding what people truly need. It’s not about just meeting expectations-it’s about exceeding them, every time.
360-IMPROVEMENT
And we never stop evolving. With a commitment to 360° improvement, we challenge ourselves to do better in all directions-across teams, products, operations, and impact. That means thinking sustainably, hiring thoughtfully, designing boldly, and leading with purpose.
SERVICE ABOVE ALL ELSE
Leaders understand that exceptional customer service is rare. We return calls and messages quickly, match communication styles, go the extra mile, and anticipate questions rather than reacting. When things go wrong, we quickly make things right for our customers. We must never mistake employee friendliness for service. We follow the Golden Rule.
MORE WITH LESS
Leaders are resourceful, self-sufficient, inventive, and accomplish more with less. There are no extra points for growing headcount, budget size, or fixed expenses.
BE QUICK, DON’T HURRY
Speed matters in business. Many decisions and actions are reversible and do not need extensive study. We value calculated risk-taking. Leaders deliver results.
INSIST ON HIGH STANDARDS
Leaders have relentlessly high standards—many may think these standards are unreasonably high. Leaders continually raise the bar and drive their teams to deliver high-quality products, services, and processes. Leaders ensure that defects do not get sent down the line and that problems are fixed so they stay fixed.
LEAVE IT BETTER THAN FOUND
Leaders insist on leaving everything we touch in better condition than we found it. Be it a job site, a corner in the warehouse, a written process, an upset customer, or a teammate… leaders leave everyone and everything better than we found it.
EARN TRUST
Leaders listen attentively, speak candidly, and treat others with respect. We are vocally self-critical, even when it is awkward or embarrassing. Leaders benchmark themselves and their teams against the best.
MAKE EXCEPTIONS
Leaders know that to be an exceptional company, we must be able to make exceptions. We never want to find ourselves trapped by rules and regulations we set for ourselves. When it comes to doing the right thing for our team or customers… we are not afraid to make an exception.
LONG-TERM RESULTS
Leaders think big, envisioning the future impact of our decisions, and strive to build sustainable growth. This forward-thinking approach ensures lasting success and innovation. Leaders base management decisions on a long-term philosophy, even at the expense of short-term financial goals.
HIRE & DEVELOP THE BEST
Leaders elevate the performance standard and raise the performance bar with every hire and promotion. They recognize exceptional talent and willingly move them throughout the organization. Leaders develop leaders and take seriously our role in coaching others.
KAIZEN
Leaders agree that small things matter. Everyone is encouraged to identify improvements to processes and eliminate waste. Improvements can be made every single day, no matter how well you performed the day before.
STOP & FIX IT
Leaders build a culture of stopping to fix problems to get quality right the first time. Quality takes precedence. Any employee can stop the process to signal a quality issue.
LEAD BY EXAMPLE
Leaders act like owners. They think long term and don’t sacrifice long-term value for short-term results. They act on behalf of the entire company, beyond just our team. We never say “That’s not my job.”
THINK BIG
Thinking small is a self-fulfilling prophecy. Leaders create and communicate a bold direction that inspires results. They think differently and look around corners for ways to serve.
GO & SEE
Leaders must go and see for themselves the location or process where the problem exists to solve that problem more quickly and efficiently. To grasp problems, confirm the facts, and analyze root causes.
HAVE A BACKBONE
Leaders speak the truth and challenge decisions respectfully when needed, despite discomfort or exhaustion. We are tenacious and maintain our convictions, not compromising for social harmony. Once a decision is determined, we commit wholly.
