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Case Study: Icon Protection and RPI Rentals grow nearly 430% in one year

Product knowledge, collaborative sales calls, and custom marketing tools drove almost 430% growth between Icon Protection and RPI Rentals in 2025. But none of that growth would have been possible without the full engagement of both teams.

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Icon Protection supplies jobsite surface protection and an array of trusted brands like Ram Board, Surface Shields, and Trimaco. RPI Rentals is based in Birmingham, Alabama, with additional locations near Houston and Austin, Texas. Their business is primarily focused on construction equipment rentals, as the name suggests. RPI joined NetPlus Alliance in 2022, looking for ways to expand their business and boost sales, which is how they came to connect with Icon.

“We saw an opportunity,” RPI Vice President Cary Thomas said. “Our initial business has always been on rental equipment, but for the last four or five years now we’ve started focusing on consumable sales.” As the NetPlus liaison for RPI, Thomas started to explore more options within the group to branch out.

When these two teams came together, their mutual commitment to excellent service, consistent communication, and product expertise led to incredible growth for their partnership.

The Power of an Eager Sales Team

A little over three years ago, Duke Stysly, Icon territory manager in the Southeast, got a heads up from another sales rep that RPI should be on his radar.

“We started out slow and got some smaller product knowledge (PKs) presentations going,” Stysly said about his early work with Thomas and his team.

It was a new relationship, and he was expecting more of an introductory period, but the RPI team was all in.

“These guys went out there and really did recommend our products. Our top product we moved with them is Alpha Shield, the highest level of protection we have. They found some opportunities for it, and they just exploded last year.”

Stysly noticed that the RPI team was “extremely receptive” to his PKs. They weren’t on their phones, they were fully engaged, asking questions, aiming to learn from how the products he was showing them would help them and their customers succeed.

“I've always been impressed with how they take that information and absorb it and then go use it in the field,” he said.

“Duke came in and gave our team five products to focus on and then was ready to support us when our sales team identified an opportunity,” Thomas said. In a collaborative effort, Duke would help make the sell with the end user by offering his more in-depth technical knowledge of the products once Thomas’s team had opened the door. “It made for a really great partnership.”

One of the tools that helped RPI make those sales was an 8-by-8-inch square sample ring of Icon’s surface protection products. Thomas's team would take those out on sales calls to help demonstrate the products’ value.

“We were able to go in, sit down with our customers and say, ‘Hey, these are the products we're repping. You can hold them, touch them, feel them.’ And that probably helped sell it more than anything,” Thomas said. “It's one thing to look at a flyer or a brochure, but until you get a hold of it and you can see it in person, it's a tough sell."

What makes Icon’s relationship with RPI so successful, according to Icon National Account Coordinator Deborah Zatkalik, is their willingness to accept customized support from Icon’s team.

“The RPI team takes advantage of all of the resources that are available through the program, which not everybody does,” Zatkalik said. “We're not just here to sell to [distributors], we're available to offer resources like the sample rings they took advantage of.

Thomas and his team jump right on it and take advantage of all the resources available to them, and I think that's what made the success.”

That support also extends to other samples, drop shipping, onsite training and sales support, established and customizable marketing pieces, and more.

“This feels like a real partnership,” Thomas agreed. “My outside sales guys are able to get on the phone, talk to Duke, talk to Debbie, find availability of the products and figure out what works. A customer might come in and all they know is that they need their floors protected. With my team and the Icon team behind us, we’re able to dial that down and come up with some options at different price points to fit the need and capture that sales together.”

Holding on to Sales Momentum

RPI and Icon significantly expanded their partnership from 2024 to 2025 with a year-over-year increase of 430%, and they’re already looking to their next opportunity for growth.

Thomas saw that success and approached Stysly with an idea in early 2026 to go even further. Together, they’re putting together marketing flyers of Icon’s top hits for RPI customers to consider.

They’ll also be zeroing in on Aqua Shield. Like the Alpha Shield, it boasts premium reusable temporary surface protection, but with differences in application.

Icon Protection and RPI Rentals have a strong foundation for long-term sustainable growth that will bring benefit to both businesses. Their commitment to clear and consistent communication and attitude toward constantly finding the next solution they can provide to Thomas’s end users will keep their success rolling in for years to come.