Marvin Joles shares his 23-year journey from teenage roofing laborer in rural Wisconsin to respected asphalt contractor, entrepreneur, and industry storyteller. As the founder of Wis-Coat and the voice behind In the Mix and Blacktop Banter, Marvin explains how social media, content creation, and personal branding transformed his business and expanded his impact across the asphalt pavement community. We also discuss the importance of industry visibility and Marvin’s mission to document the life stories of the people who build our infrastructure. Whether you are a small contractor looking to scale or just curious about the trade, this episode offers practical insights into building a unique, long-term career in asphalt. Season sponsored by FleetWatcher by AlignOps.
R: Season 10 is about focusing on the people of the industry, where their careers have taken them, and how they got into the industry. Today we are thinking about not just being a part of the industry but being a visible part of it.
B: Today I am interested to learn more about some of the opportunities with entrepreneurship within the industry, as well as the opportunities to tell our story and talk about what is really happening in our industry. I am looking forward to the conversation.
R: Today on the podcast, we've invited Marvin Joles to be a part of the conversation. Marvin, could you introduce yourself and tell the audience a little bit about you before we dive deeper?
MJ: First, I want to congratulate you guys on Season 10. That’s more than Stranger Things and Yellowstone combined! My name is Marvin Joles. I've been a contractor in the asphalt world for 23 years this summer. I am a Wisconsin contractor, so our years are essentially the summer months. Between 2013 and 2015, I started using social media to promote the business. I think I was the tip of the spear because not a lot of people had been doing it. The community ended up gathering around my social media posts, and that is where it all started. That led to article writing, speaking, podcasting, and social media.
B: Marvin, I am curious how you started your career in the asphalt industry. What brought you into the industry? I'd be interested to know what spurred your involvement in telling stories and communicating on those different channels.
MJ: I'd be glad to. I am always honored to tell a story in the asphalt industry or hear one. It is important that we document everything that goes on within our industry when it comes to the people who make it up.
I grew up on the west side of Wisconsin in the southwest corner. Our hometown is the second-largest population currently in Richland County with 700 people. I grew up lower class and needed a way to make money early on. When I was 12 years old, I started doing roofing and seamless gutters for a contractor who lived two doors down from us.
At 12 years old, your body is only built to do a couple of things well. One of those was picking up shingles. This was a roofing company that tore shingles off buildings, and I would pick them up and put them into a dumpster. That was the first time I had my hands on asphalt; it wasn't on a roadway or parking lot, but from shingles. After a long eight-hour shift on the first day, I got 20 dollars. It was the most money I had ever seen. I knew enough to know that five times 20 is 100 dollars, and I had never seen a hundred-dollar bill before. After five days, I exchanged the five 20s for a hundred-dollar bill. That was my first foray into the workforce.
I kept working for that company, which had a sealcoating unit we used once in a blue moon. In that area, asphalt maintenance had a black eye due to issues with shady contractors. However, my body type isn't exactly meant for climbing high places on pitched angles; it is more meant for flat level ground. I enjoyed the work on parking lots and driveways much more.
I was always the class clown and loved communicating and getting people to smile. I thought if I could figure out a way to do sealcoating and make it an experience people enjoyed, I could create a business. My mentor, Jack, became a father figure. I asked him many questions about entrepreneurship and business. In high school, I started planning how to become an entrepreneur.
Right out of high school, I took classes at the University of Wisconsin and got certified through Dr. Jordan for maintaining asphalt surfaces. That certificate was all I needed to separate myself as a legitimate company in Wisconsin. It was a struggle for the first five years, but I remained consistent in ensuring customers had a good experience. That consistency allowed us to create a sustainable business, which is how Wisco was born.
R: You mentioned learning from people and different experiences. Most people in construction have moments they look back on where a lesson was learned. What is one of your job site memories that changed the way you look at things?
MJ: I don’t know that it was a specific job site. My business stayed the same for probably a decade. I hit a plateau, but it generated an income I didn't think it ever would. That was fine until I started having children. Life becomes more expensive when you think about college and cars. I became curious about how to generate more income.
I went to an asphalt conference and met individuals who had figured out what I was hoping to learn. It was difficult at first because our community is close-knit. I had started to show my work online, which initially left a bad taste in some people's mouths because they viewed it as showing trade secrets. However, I gained the respect of a few people who became mentors. They showed me what it takes for an asphalt entrepreneur to go from having a job to creating a business. That changed things for me forever.
B: You are involved in many areas of the industry now and keep a busy schedule. How do you balance content creation, your contracting business, and all these demands on your time?
MJ: It is like watching a majestic animal on fire running around, it looks awful but is beautiful. We often use the cliché of work-life balance, but if you visualize a scale tipping back and forth, I am constantly running from one side to the other. It never sits level.
I stay afloat because I am well-organized and work with partners who are even better organized. This includes colleagues at NAPA and partners like Astec who we’ll be recording with tomorrow. Organization allows me to build a gap so I can spend time with family. It is very similar to being a contractor. You might have your mill and paver ready, but then a hydraulic line blows. You have to figure out how to make progress until it's fixed and then catch up because the trucks are waiting.
R: Between In the Mix and Blacktop Banter, you focus on telling contractor stories. Why does storytelling matter so much for this industry, and why are we often so bad at it?
MJ: When I was in my twenties, I only cared about what the asphalt industry provided for me, like a nice vehicle or vacations. As I matured, I worried more about what I would be doing for the next 30 to 40 years. I wanted to be part of a legacy and a community. I found that sense of belonging through conversations at conferences and events.
Hearing conversations about paving or milling made me want to get into those areas. The technology on our pavers and excavators is awesome. Content like this is essential because I didn't want my life to just be about making "blacktop black" for 40 years. I wanted to create content that showed our clients were happy and create fun videos for them.
Some people work their whole lives and no one ever hears their story. Blacktop Banter was the first time some of these life stories were recorded and shared on the internet. I realized I have a responsibility to document these important people. I also want to attract young people by showing that the industry is cool and fun. I have a son, Eli, and I would love to work with him. If all he knew was that we sweat in the sun, it wouldn't be attractive. I want to show the fun and interesting side of the industry.
B: You have built some personal brands. Could you share why branding is so important within this industry?
MJ: Personal branding is the most important thing in the asphalt industry right now. On the contractor side, people buy from people they know and trust. If two contractors offer a quote and one is higher, the client usually chooses the lower price if there is no other differentiator. If I haven't built a personal brand, the client doesn't know about the high-quality sub-base or the geogrid I use to prevent erosion. They pay more because it is done correctly, but they won't know that if I haven't built a brand locally.
It is the same for Original Equipment Manufacturers (OEMs). It used to be that a contractor never spoke to an OEM; you only dealt with the dealer. Now, I can find the OEM rep on my phone and contact them directly. The internet has created an accountability web. If a distributor leaves a bad taste in a contractor's mouth, that contractor can talk about it online. Brands need to show they are reliable. We want the client to have "warm and fuzzies" through the whole experience. Content creation separates you from competitors by building trust before you even speak to a client.
R: We are moving into a quickfire session. What is one word you would use to describe the people in the asphalt industry?
MJ: Open.
B: What is your favorite social media platform?
MJ: Right now, it is LinkedIn.
R: Video or podcast?
MJ: Podcast.
B: What is a piece of technology your company could not live without?
MJ: Jobber. It is a CRM we use, and they are leading the forefront.
R: What is the best advice you've ever received about your career?
MJ: Don't take it too seriously. If you do, you put too much pressure on yourself, and it can be detrimental when things don't go as hoped.
B: What prompted you to get involved with NAPA and what is the "why" behind your involvement?
MJ: The asphalt industry often looks surface deep; you have to get into the depth for your perspective to change. Initially, I thought NAPA didn't affect me because I was a small contractor. That changed when I went to the Wisconsin Asphalt Pavement Association conference and then the NAPA Annual Meeting.
I realized many people don't know how important NAPA is and what it does to help create a sustainable and future-forward industry. Once I realized NAPA is one of the only entities doing that productively, I wanted to be involved. It goes back to my son; I want to ensure I'm doing everything I can to create a better future for the generations coming into the industry. We need to keep the image of our industry in high visibility and of a high standard.
R: What advice would you give to someone thinking about entering the industry?
MJ: Go to World of Asphalt, Conexpo, or your local conference. When I walked into my first expo and saw brand-new machines, my brain lit on fire regarding what was possible for my business. My daughter Elizabeth came with me to the last World of Asphalt and met the Women of Asphalt. She saw career possibilities I didn't even know existed. Put yourself in a situation to be curious.
B: What part of your work brings you the most pride today?
MJ: As I get older, the physical work in the heat isn't as attractive. What brings me pride now is getting to the end of a project and having a client tell me how happy they are.
Regarding marketing and advertising at In the Mix, I get the same feeling when we see successful conversions for a partner. It creates awareness about cool products and equipment that help contractors do better jobs, which moves our industry forward.
R: Marvin, we appreciate you spending time with us today.
B: I can't wait to see you at the next NAPA event.
B: Talking to Marvin, storytelling feels natural and is very approachable. It is extremely valuable to see how communication is evolving through social media platforms and how that plays a critical role in entrepreneurship and growing a business.
R: One of the things I took away today is: don't do it alone. It is important to have good partners, whether that be NAPA, a good subcontractor, or a mentor to help ensure you are on the right path. While there is a "pick yourself up by your own bootstraps" mentality in the industry, realizing you don't have to do everything by yourself will help people succeed. Put yourself out there and be open to having an experience with other people