Automation, Quality, and Growth: Superfici America’s Tony McAuley on the Canadian Finishing Industry

In this special episode of the Finishing Touch Podcast, recorded live at the AWFS Fair in Las Vegas, host Bret Johnson sits down with Tony McAuley, Canadian Area Sales Manager for Superfici America, to explore the unique challenges and opportunities in Canada’s automated finishing industry.

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From his early days in hardwood flooring to managing entire finishing departments, Tony brings decades of hands-on experience to his role. His background as both a sprayer and plant manager gives him a rare ability to relate to customers—because he’s been in their shoes.

From Sprayer to Sales Leader

Tony’s career began with hardwood flooring straight out of high school, where he developed a deep appreciation for wood and coatings. Over the years, he worked his way from an entry-level sprayer to top sprayer, into management, and eventually plant leadership.This journey allows him to speak the same language as his customers, offering practical solutions that go beyond equipment sales—like small process tweaks to improve efficiency and finish quality.

Why Manufacturers Turn to Automation

According to Tony, the push toward automated finishing in Canada stems from:

• Labor shortages – Difficulty finding and retaining skilled spray operators.

• Consistency demands – Automation ensures repeatable, high-quality finishes every time.

• Process standardization – Even small shops with as few as three employees are automating to control quality and output.

Automation, Tony stresses, isn’t about replacing good workers—it’s about enhancing their roles, reducing repetitive strain, and opening new opportunities for cross-training in other areas of the shop.

Canadian vs. U.S. Finishing Markets

While finishing challenges are similar across North America, Tony sees a subtle difference: Canadian customers often lean more toward European styles and trends. This means adapting advanced design and finishing approaches to work seamlessly with automated systems, ensuring that cutting-edge looks are also production-ready.

Customer Support in Canada

Superfici America’s Canadian customers benefit from responsive, multi-layered support. Tony serves as the first line of defense, but with strong backing from U.S. and Italian service teams, issues are resolved quickly. The company’s structured service ticket system keeps cases moving until customers are fully satisfied.

The Bigger Picture: Automation as a Growth Tool

Tony’s perspective is clear—automation isn’t a threat to jobs but a tool that supports skilled workers and positions companies for growth. For many, learning to operate automated finishing systems is a stepping stone to advanced manufacturing skills like CNC programming.