Laying the Foundation for Growth: Concrete Masonry Checkoff Unveils Five-Year Vision for Industry




The Concrete Masonry Checkoff (CMC) put the finishing touches on an ambitious five-year vision for the industry, targeting a 20% increase in market share, driven by increased demand for concrete masonry products.

“This is about building exquisite, enduring communities, one block at a time,” said Kim Spahn, CEO of CMC. “Success in the concrete masonry industry is a team effort. Our products and our people stand the test of time.”

The plan is built on strategic investments across six pillars: design assistance, educating design professionals, concrete masonry outreach, marketing, codes and standards, and university relations. While all six pillars play a role in the betterment of our industry’s future, the following highlights represent some of the most immediate, high-impact initiatives already in motion:

Education
CMC aims to host 750 educational events over the next five years, along with a goal of an additional 5,000 students being taught masonry.

Marketing
Intended for design and building professionals, CMC set a goal of 500,000 visits to its newfound BeautyofBlock.com site over the next five years, with a target of reaching 100,000 architects, engineers and contractors (AECs).

Design Assistance
CMC looks to assist more than 5,000 projects through its recently launched Block Design Collective, a virtual destination where AECs can access free CMU design support, education, training and online resources.

“We will invest every dollar as if it was our own,” said Spahn. “As we reflect and recalibrate, we’re not just funding programs — we’re strategically investing in these six pillars, ensuring each investment propels us closer to our goal of a 20% increase in market share."

After more than a decade in the making, the U.S. Department of Commerce authorized the establishment of CMC in 2021. CMC is entirely funded and led by industry, with a mandatory penny-per-block-sold assessment to support research, education and promotion around the value of concrete masonry construction.

“I believe the creation of the Checkoff is part of a broader mission: to restore trust, durability and resilience in America’s infrastructure,” said Spahn. “Increasing weather extremes and the unsustainable cost of rebuilding and repair require a new approach that combines safety, sustainability and affordability.”

___

ABOUT THE CONCRETE MASONRY CHECKOFF
The Concrete Masonry Checkoff (CMC) is an industry-funded initiative to support education, research and promotion of manufactured concrete masonry units in the United States. The Concrete Checkoff Program is the first-ever Checkoff program at the Department of Commerce. For more information, visit https://www.concretemasonrycheckoff.org/.



About: Industry News
MASONRY STRONG Podcast, Episode 25 Recap: Blair Harter, NW GM at Basalite Concrete Products LLC
July 2025

On this episode of the MASONRY STRONG Podcast, Blair Harter comes on the set to talk about how he got started in the industry and what keeps him coming back to masonry every day. Blair's journey into the masonry industry began in an unexpected way. Like

Justin Stengel
Read More
Work Zone Safety and Emergency Preparedness in the Masonry Industry
July 2025

Masonry professionals work in complex and fast-paced environments that demand precision, strength, and coordination. Whether on residential builds or large commercial projects, masons encounter a unique combination of physical hazards that require a consi

Greg Brown
MAP Partner
Read More
Using Respirators for Silica Exposure
July 2025

Some in the masonry industry have expressed interest in respirator use as protection from harmful exposure to silica. This topic is of paramount importance due to its impact on our workers and the serious health effects of silica exposure. For those new t

Zach Everett
Read More
From Bikes to Buildings: The Importance of Embracing Rainscreen Wall Designs and the New Building Codes.
July 2025

Have you ever been asked to do a project over the course of your lifetime? For example, when my kids were little, my wife asked me to assemble their bicycles. So, I opened the box, dumped out the contents, and cast aside whatever I thought was unnecessary

Keith Lolley
MAP Partner
Read More