In the world of tile installation, few names resonate with the same blend of craftsmanship, leadership, and community spirit than that of Stan Platt, President of Elite Tile Setters. Based in South Jordan, Utah, just outside Salt Lake City, Platt’s company has become a benchmark for quality and innovation in both residential and commercial tile work. Here, Platt shares the story of his company’s evolution, the values that drive his team, and his vision for the future of the industry.
From humble beginnings to industry leader
Platt’s entry into the tile business was almost accidental. While attending college, he worked for a neighbor who specialized in exterior masonry. As Utah’s harsh winters set in, the team shifted to indoor tile jobs, sparking Platt’s realization that working indoors offered a better quality of life.
What began as side jobs for neighbors quickly grew into a business opportunity when a builder reached out. Recognizing the need for legitimacy, Platt obtained his contractor’s license, and in 1999, Elite Tile Setters was born, a name suggested by his sister-in-law.
The company’s early days were a family affair, with Platt’s wife Amy pitching in when needed. He hired a couple more people, “which quickly led to adding another builder,” Platt explained.
Growth came quickly, fueled by word of mouth and a reputation for quality. By 2006, Elite Tile Setters had 13 installers and was working for multiple builders. The economic downturn of 2007–2008 prompted Platt to take his crew to Hawaii for a six-month project—a move that would later become a niche for the company.
Today, Elite Tile Setters employs about 35 people in the field, with a balanced portfolio of commercial and residential work, primarily in Utah but occasionally as far as California and Maui. “We’re about 50/50 now, commercial versus residential,” he said. “We started 100% residential and got into the commercial world just by our name getting out there and commercial guys wanting good work done.”
A culture of training and mentorship
One of the hallmarks of Elite Tile Setters is its commitment to training and mentorship. Platt credits much of his business acumen to the NTCA and the networking opportunities it provided. Early in his career, attending the Coverings trade show opened his eyes to the depth of the industry and the importance of learning from others.
“I really credit the NTCA with helping me as a young business owner,” he said. “There were so many important classes…that talked about how to do business, what to do, what not to do, and how to look at profit margins.”
This philosophy is embedded in the company’s culture. Every Monday morning, the team gathers for training—sometimes hands-on, sometimes video-based, and often led by both senior installers and outside experts.
Platt says the team “sticks around…because every Monday morning we train them. That’s what they love more than anything: to be knowledgeable.”
The company also embraces industry certifications, with 24 Certified Tile Installers (CTIs) having come through its ranks. While some have gone on to start their own businesses, Platt sees this as a positive reflection of the company’s impact.
Former employees often return to collaborate on large projects, creating a network of trusted professionals. “Those who have left have started their own companies and we’ve helped them. So when we have a big project, we’ll reach out to them and say, ‘Hey, you want to help?’” he said. “We know that they know what they’re doing. So it’s a great benefit for us. And then they’re doing well, too.”
Platt’s approach to employee retention is unique. “We go far out of our way to take care of our employees,” he said. “Every year we either take them on a shooting experience. Or those that don’t like guns, we take fishing.” This coming July will be a lagoon day. “That’s for families. We cater to our employees,” said Platt.
Supporting growth and navigating challenges
Elite Tile Setters’ growth has brought new challenges, from project management to succession planning. The company now boasts project managers, install managers, and estimators to handle its expanding workload. Platt’s right-hand man, Matt Newbold, joined early on and has been instrumental in landing major contracts and maintaining technical excellence.
“He just landed our biggest contract ever this year,” Platt said. “He is consistent beyond consistent and he’s highly involved with CTEF as an evaluator. We call him our tile nerd because he knows everything there is. To have that expertise in the business is huge.”
Despite its success, the company faces the perennial challenge of finding and retaining skilled labor. Even though some of his trained employees may leave to start their own ventures, Platt sees it as an opportunity to mentor the next generation of business owners, offering candid advice about the realities of running a company. “The better they are, the less I want them to leave,” Platt admitted. “But I sit down and have a frank conversation with them about how business and taxes work: here’s how much you’re going to pay in taxes, insurance, and all these extra things that you’re not used to paying.”
Platt’s commitment to quality is unwavering. Certification is not just a marketing tool but a way to ensure every installer meets the highest standards.
“We’ve embraced [certification] so that I can sleep at night,” he said. “We’ve had a lot of goofballs come through… and mess up jobs. And that’s what keeps you up at night as a business owner. We promote certification so that our guys know how to do it correctly…and we can brag about our guys when we go talk to a builder and say, ‘Hey, you’re going to get the smartest installers in the state of Utah, period.’”
Embracing industry leadership
Platt’s dedication to the tile industry extends beyond his own company. Recently, he accepted the role of second vice president of the NTCA, a commitment that will eventually see him serve as president and chairman of the board. For Platt, the motivation is both personal and professional.
“I wanted to work with you (Bart Bettiga) and other leaders at NTCA,” Platt said. “To be around guys like that makes you a better [person]. That’s what it comes down to. I hope I can give back to the industry and do my part. But selfishly, I’m there to improve what I do and who I am by being around people who are better and smarter than me.”
Looking ahead
With $10 million in sales and major projects on the horizon—including contracts extending into 2027—Elite Tile Setters is poised for continued growth. While succession planning is on the radar, the immediate focus remains on profitability and expanding the business. Platt’s approach to challenges, whether technical or interpersonal, is pragmatic and rooted in decades of experience. And he recognizes that sometimes the best decision is to walk away from a difficult job, especially when customer expectations are unrealistic.
Ultimately, the story of Stan Platt and Elite Tile Setters is one of resilience, innovation, and a deep commitment to people—employees, clients, and the broader industry community. Through mentorship, training, and a willingness to embrace new opportunities, Platt has built more than a successful business; he has created a legacy of excellence that will inspire tile professionals for years to come.
Bart Bettiga is the Executive Director of the National Tile Contractors Association. Bettiga is a member of the Board of Governors of Coverings, one the largest tradeshows in North America. He has over 30 years of experience in the tile and stone industry and has served as the NTCA Executive Director since 2002. He is a well known speaker and author on ceramic tile and natural stone distribution and installation. He oversees the financial operations of the NTCA, TileLetter and the Ceramic Tile Education Foundation.
