Alek Tsituk, Trimworks, Inc., Shrewsbury, Mass.
Alek Tsituk, Owner Operator of Trimworks, Inc., in Shrewsbury, Mass., rooted his business trajectory in ingenuity, curiosity, creativity and the ability to connect well with people.
After emigrating from Belarus in 2002, he started working in the exterior residential remodeling industry as a subcontractor. In 2019, he saw an opportunity to carve a new path by starting his own independent business as an interior remodeler of kitchens, floors, and finished-basement construction.
His affability and ability to connect with his clients propelled his business forward. “I realized I was good at building warm, no-pressure relationships.” Attentive to people’s needs, he “often surprised them with an understanding of what they want even when they couldn’t explain it themselves,” he said. “I always overdelivered ‘without permission’.” His business soared.
In 2023, he subbed out the few bathroom jobs that came his way. He didn’t have the skill set for bathroom work, but he became intrigued by tile and committed to learning the trade.
“I flew around the country taking all the training I could find: Schluter, wedi, MAPEI, Ardex, and NTCA Workshops,” he said. “Math and physics were not obstacles, since I went to technical college, but I needed to know how everything comes together and to learn how to choose the right methods and materials before doing anything myself.”
Tile could be art if there’s a vision
Coverings in 2024 revealed “endless opportunities for imagination, craftsmanship and skill. I realized tile could be art if there’s a vision!” Tsituk said.
His Coverings experience was a turning point. Upon his return, he focused on building a tile and bathroom remodeling business, while continuing to build his skills. He ended the year with 11 bathroom remodels. Demand for his work continued into 2025.
Intent on setting himself apart and elevating his business, he offered custom layouts – sometimes providing up to 10 different drawings for his customer to choose from – at no extra charge. This enabled him to build a premium portfolio.
He ratcheted his game up another notch by establishing a collaboration with designers at The Tile Shop.
Once the contract is signed, one of the designers reaches out to Tsituk’s clients for an in-store consultation. They all meet there and “start creating harmony of colors,” he said. After selecting the tiles, Tsituk customizes the look with different sizes, patterns, and decorative strips. “The customer ends up with a perfect bathroom of their dreams with no regrets.”
Tsituk brings his clients to The Tile Shop, too, and he is at the top of their recommended contractor list for walk-ins, based on glowing reviews from customers. “I constantly receive calls from people who were directed to me by The Tile Shop.”
His growth reflects his dedication and ingenuity. “My average price to remodel a bathroom doubled in two years, and I find myself among the top players,” he said. “I’ll be busy for the rest of the year and into 2026. Statistically, 75% of my business is returning customers and referrals. Tile and bathrooms are 60% of my business this year; I’d like it to be 75% next year. I plan to grow my business further in 2026 by offering custom mosaics.”
Tile family; becoming an artist
He joined NTCA in 2023, finding value in learning and training. But the value of the membership escalated when Robb Olson of Minnesota’s Footprint Wood & Stone introduced him to the concept of “Tile Family.” Tsituk said he felt a sense of belonging.
“I realized that other members probably feel the same love for the industry and artistry in tile – and we all share that feeling – and NTCA is a home for that family. People communicate, help each other, support each other, and celebrate each other’s accomplishments,” he said. “A lot of times, they’ve never even met in real life. I love the opportunities for growth and achievement the association offers, like becoming a Five-Star Contractor, CTI certification, annual awards. There’s always something to look forward to.”
Tsituk is also enthusiastic about being in the Artisans Revolution in Tile (A.R.T.) training this fall, a program co-sponsored by NTCA, LATICRETE, Daltile and others.
“I always appreciated art in all forms and love artistic people, but I never thought of myself as an artistic person,” he said. “I’ve always been original in many things but didn’t think I could be an artist.
“Then I started to hear from former A.R.T. participants that in many cases an artistic person needs to be awakened, and started thinking that maybe it’s the case with me,” he added. “So I believed, got excited, and started looking forward to finding my way into A.R.T. I hope A.R.T. will help me become a true artist, become like many talented students of A.R.T., become one of them, and be part of that community. I’d like to create bathrooms with mosaic inlays like other guys do.” And after the A.R.T. training? Tsituk wants to pursue his CTI credential!
Mottos and joys
Tsituk revels in the “freedom of imagination, the ability to use imagination and opportunity to make every project unique, and feeling the pride of accomplishment with every project. And I love how what I do reflects on my clients: they share my satisfaction too and become loyal customers.”
“What you reap is what you sow” has long been his philosophy, emphasizing that “selflessness, care, kindness, and altruism always pay.” Two other mottos near and dear to his heart are: “Everything is possible for the one who believes,” and “Hard work beats talent.”
Tsituk is living proof of the power of vision, imagination, risk, education, hard work, and connection. The sky is the limit when he is inspired!
Lesley Goddin has been writing and journaling since her first diary at age 11. Her journey has taken her through a career in publishing and publicity, landing her the editor position of TileLetter and its special publications in 2006. Her goal is to educate, inspire, recognize and encourage those in the tile industry -- especially the tile and stone contractor.
