Focus on Leadership: Herb Upton reflects on three decades with Shaw Industries – April 2025
Interview by Kemp Harr
It may seem like a story ripped from the pages of a prior generation, but Herb Upton has happily spent all 31 years of his career with Shaw Industries-first in manufacturing roles, then transitioning into residential busi-ness, and, today, leading product and innovation.
Georgia born and bred, Herb followed his father’s footsteps to Georgia Tech for college, where he was recruited to Shaw by a fraternity brother. His years at Shaw have been both challenging and fulfilling as he followed opportunities presented him into new areas of the business and leadership.
Herb and his wife, Rebecca, live in Cartersville, Georgia, where they stay busy with their three sons.
Q: Give us some background on your early days growing up in Augusta, Georgia and your decision to attend Georgia Tech?
A: That is easy. I was raised as a Georgia Tech fan, attending many games in my youth. It is in my blood, so I was happy to be a second-generation Georgia Tech graduate.
My father grew up in Los Angeles, California and decided to attend Georgia Tech and pursue his undergraduate degree in engineering. Post-graduation, he went to work for Procter & Gamble (P&G) in Augusta. The P&G Augusta facility was the largest producer of Tide laundry detergent in the world. I have vivid memories of visiting my dad at the plant, and, of course, my dad smelled like Tide when he came home each evening. Even today, I think of those days as I pass through our laundry room at home. And yes, I am still brand loyal to Georgia Tech, Tide and other P&G products!
Some of my fondest memories growing up in Augusta were attending The Masters golf tournament with my grandfather. For one week each year, the whole city of Augusta would transform to be center stage for the sporting world. Being a native of Augusta, I was able to go “inside the ropes” during the event. I was able to meet many professional golfers; in fact, we used to rent out our house during that week to professional golfers like Lanny Wadkins. I would do daily errands for Lanny and his wife. I was able to sit down with him each evening after the tournament and “talk golf.” He was very gracious and humble to spend time with a 16-year-old.
Q: How did you end up in the flooring business working for Shaw Industries?
A: After graduating from Georgia Tech, I was pursuing jobs in the manufacturing and financial sectors. I was drawn to manufacturing through my dad’s experiences. Fortunately, I had a fraternity brother who was a recruiter for Shaw. Shaw has deep roots at Georgia Tech, with founder J.C. “Bud” Shaw and current chairman Vance Bell both Georgia Tech graduates. I was offered a shift supervisor job at Shaw’s fiber extrusion plant in Thomson, Georgia. Thirty-one years later, I have not looked back.
Q: You’re currently senior vice president of product and innovation. What are some of your fondest memories and pivotal moments in your career at Shaw?
A: Two pivotal points come to mind. First, when our current CEO Tim Baucom and executive vice president of operations David Morgan sat down with me and proposed that I move from the manufacturing organization to lead our residential hard surface product category group, I was excited; however, I had some self-doubt going into that new leadership role after spending 20+ years in manufacturing. They provided me with the assurances and support I needed as I entered the new role. I am so grateful for their leadership and their willingness to take a chance on me.
Second is the commissioning of our first LVT plant in Ringgold, Georgia (Plant RP). This was a true test that came with its fair share of highs and lows. Shaw has always prided itself on its manufacturing prowess. However, for Shaw, this start-up was different-we were producing a new product with new equipment, new processes and using new chemical raw materials.
Needless to say, I was humbled by the obstacles we faced, and it was a true test of intestinal fortitude. I am thankful for my family and Shaw, which supported me during this time. I am extremely appreciative of all the milestones that the Plant RP team has accomplished over the years. Plant RP continues to be a strategic part of our residential and commercial resilient business and is currently on its third expansion, which will take place in late 2025.
Q: What do you consider your greatest career success?
A: As I mentioned, my first leadership position was supervising night shifts in Thomson, Georgia. After spending six years in various leadership positions within that plant, I built strong relationships with the team and was able to support and make an impact on several individuals that started on the shop floor level. Nothing gave me more joy and satisfaction than seeing those individuals grow in their careers at Shaw over the years. I visited the plant last year, and I was able to connect with those leaders in almost a “homecoming” atmosphere. I am so proud of what they accomplished, and knowing I played a small role in that success was gratifying.
Q: Who are your mentors in your life, and what did they teach you?
A: I have been fortunate to be connected and surrounded by great leaders at Shaw: David Morgan (executive vice president of operations), Mark Ackerman (senior vice president of manufacturing) and Greg Mullins (director of carpet and yarn manufacturing). Each of these leaders took a personal interest in my development.
The two individuals that had the biggest impact on my personal and professional development are my father, Herb Upton Sr., and my grandfather, Harry C. Stewart. My father is a battle-decorated Marine Corps Vietnam veteran and a successful business leader. He engrained in me a healthy work ethic and the ability to listen to others. A leader does not have all the right answers. A leader must listen to their peers, customers and associates. Even though he is a battle-tested Marine Corps officer, he has an even-keeled demeanor and is the best listener I know. I still rely on him to talk through personal and professional issues.
My grandfather was in the “people business.” He was the mayor of his small town, Lincolnton, Georgia, for over 15 years and owned the local Ford car dealership. There was not a county in central Georgia that did not know “Mr. Harry.” He had a contagious personality and loved to talk. He instilled in me the importance of building strong, trusting relationships with all walks of life. Making a personal connection and expanding your network gives you the ability to influence others in a positive way.
Q: At Shaw’s aligned dealer conference in January, the company presented some research telling us that flooring has lost 50% of its share of wallet with consumers over the last 20 years. What can we do as an industry to turn that trend around?
A: We see this as a tremendous opportunity for the entire industry to help consumers understand the value that flooring brings to their home. Not only does flooring positively impact equity for the homeowner, but it is also foundational to how we experience a room. Flooring is beautiful, it’s functional and it impacts our quality of life every day. Another opportunity we see here is simplifying the shopping journey for the consumer. Our data shows that the average flooring purchase takes six months from beginning to installation, and around 40% of consumers opt out of the purchase altogether. One of our biggest opportunities to sell more floors is to keep people from deferring the purchase.
Q: Carpet has been consistently losing market over the last 20 years. What attribute of carpet needs to be accentuated to consumers to reverse this trend?
A: Carpet is about beauty, comfort and performance. There is a misconception that families, especially those with pets or young children, can’t live on carpet. With innovations in fiber design, stain resistance and waterproof backing, that couldn’t be further from the truth. There are big opportunities here to help consumers understand that innovation in carpet has made it the ideal product for everyday life, no matter who is part of your family.
Q: What are your thoughts on the shift in carpet from nylon to PET?
A: First and foremast, nylon and PET both have an important place in the carpet world. Nylon broadloom and carpet tile are still king in commercial applications. Nylon also brings value in the residential flooring segment. The paradigm shift from nylon to PET carpet in the residential home has been an evolution driven by innovation. Today’s PET carpet fiber is not your grandmother’s staple polyester from years past. Performance and styling in PET have matched nylon for the home. I am happy that Shaw is the largest provider of both fiber types, marketed under the Anso High Performance brand. Agnostic to the fiber type, the Anso brand promises beauty, durability, softness and ease of maintenance.
Q: What are the characteristics of a true leader?
A: I always refer to a quote by Peter Drucker, the renowned management educator and author: “Leadership is not about doing things right; however, it is about doing the right thing.”
Doing that right thing has strategic and ethical implications for an individual, company and society. I also believe that “doing right” is not always the easiest path to take. A leader must set the tone and vision for what that “right thing” (aka strategic outcome) is, forge the way and invite others to follow.
Q: What character traits do you look for when you add someone to your team?
A: Positive energy, a self-starter, a calculated risk taker and someone with a high affinity for constructive collaboration and communication.
Q: What is your advice to young people who are considering a career in the flooring business?
A: Spend time listening and learning. Do not come into a new team, a new role or a new opportunity thinking you have all the answers. I also advise that job number one is learning the “3 Ps”. Learn the people, the process and the products. Mastering these three areas will provide the proper foundation for effective decision making.
Q: What role does attitude have on a person’s ability to find success in their career?
A: The individual must innately be curious and want to learn new things. One should always be wary of the easiest and most secure route. Take the job position that has the most challenges and opportunities. This will prepare you to navigate ambiguity and uncertainty and be a catalyst for needed change. You must take a chance on yourself. Make the bet and win!
Q: You devote some of your time serving on the Resilient Floor Covering Institute board, the Decorative Hardwoods Association board, the Georgia Tech board and even the Good Neighbor Homeless Shelter board. Tell us more about the value you get from these voluntary activities and how you find the time to add these activities to your schedule.
A: One of the many great things about Shaw is that we support a culture of community stewardship. Shaw’s vision is to provide a better world for our associates, customers and communities. I personally benefit from this work in terms of networking and having exposure to different leadership styles in different business environments. In addition, there have been instances where I had to deploy a different leadership style to achieve a group’s mission and vision.
Q: How do you balance the time you spend at work, with family, on nurturing spirituality and working out?
A: It is definitely a balance. Keeping faith and family in the center is the priority, followed by flooring and health. You have to devote time to all four of these. Over the past several years, I have moved from jogging to high-intensity training hot exercise (spin, rowing and elliptical) and anaerobic exercises (core, yoga, isometrics). This change is easier for the legs, improves core strength and helps release stress.
Q: What advice have you given your kids as they stepped out on their own, wondering what passions to pursue?
A: Whatever you decide to do for a career, you must commit to, dedicating yourself and being happy.
Q: What hobbies do you engage in when you aren’t focused on the flooring business?
A: Spending time and going on beach vacations with my wife, Rebecca, and our three sons (Tripp, 21; Ben, 18; and Wright, 15). In addition, Rebecca and I enjoy watching our youngest play high school football and lacrosse; guiding our high school senior through college and career decisions; and cheering on the Auburn Tigers with our oldest. We love heading 45 minutes down the road to attend Georgia Tech football games, and sometimes my sons will allow me to play an occasional round of golf with them.
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Related Topics:Shaw Industries Group, Inc., RD Weis