MASONRY STRONG Podcast, Episode 27 Recap: Rob McKay, Chief Operating Officer at Instone

Words: Justin StengelOn this episode of the MASONRY STRONG Podcast, Rob McKay from Instone joins the show to talk about his story as well as the processes and procedures of manufacturing natural stone.

Getting Started in Masonry: Rob’s Story
Rob entered the masonry field by chance, working for a family friend's masonry distribution business during high school due to a sports injury. His early experiences in the warehouse fostered a passion for masonry that, despite brief absences, always brought him back. Ten years ago, Rob joined Instone and worked his way up to become Chief Operating Officer.

From Warehouse to Leadership
Rob's journey from warehouse worker to COO was driven by opportunities, relationships, and a love for the business. His connection with Kevin Grotke helped him join Instone and grow into multiple roles. As COO, Rob manages four facilities and oversees wholesale operations and customer service, emphasizing smooth transactions and robust logistics powered by technology, yet always valuing personal relationships.

Embracing Technology
The past decade has seen tremendous technological advancements in masonry. Rob highlights improvements in warehouse management, online ordering, and digital marketing, equating the progress to "50 years of advancements in 10 years." Embracing technology has made operations quicker and more reliable while enhancing customer experiences.

Digital Media and Instone’s Presence
Instone's move into digital media began in 2019 with promotional videos. The initiative gained momentum, capturing the interest of dealers and partners. Instone now produces content to tell stories of its partners and masons, creating a sense of community and establishing a media brand alongside their product brand.

Introducing Torostone
Torostone, Instone’s in-house brand, leverages over 35 years of expertise to support contractors. It offers practical tools like calculators, grout selectors, and visualizers, all aimed at simplifying contractors’ tasks and client communications. These resources help contractors visualize projects and provide accurate assessments, further strengthening Instone's commitment to aiding professionals.

Rob's Life Beyond Masonry
Outside work, Rob enjoys snowboarding, skiing, live music, and family travel, including a memorable trip to Italy, where his family skied in Cortina. These experiences enrich Rob’s work, illustrating that appreciation for beauty and challenge extends beyond masonry.

The Importance of Trades
Rob, once uncertain about the trades, found a career in masonry through opportunity and passion. He notes a shift in perspective about college and trades, with more individuals recognizing the rewarding possibilities in masonry. Instone partners with organizations like MCAA to promote trade careers and support workforce development.

Telling Tradespeople Stories
Instone is dedicated to supporting the masonry community by sharing tradespeople stories. Their InDigital team assists masons in creating promotional content to boost their businesses. "We're committed to supporting the industry and doing everything we can," Rob asserts.

—

Tune into the MASONRY STRONG Podcast every other Thursday on Youtube, Spotify, and Apple Podcast.


About: The MASONRY STRONG Podcast
Contractor Tip of the Month - Listen Before Leading: A Hard Lesson on Change
November 2025

I pride myself on being a forward thinker. My aim is always to do what’s best for my team because I’ve learned that the strength of any company rests on the people who build it. So, when we rolled out a new and improved travel policy a few weeks ago, I as

Damian Lang
Contractor Tip of the Month
Read More
Fechino Files: Welding in the Masonry Business
November 2025

Most of the equipment used in the masonry business is strong, durable, and made of metal. Okay, yes, you can argue that many mortar boards, truck seats, and water coolers are typically not made of metal, but you get the point. One thing I learned a long t

Steven Fechino
Fechino Files
Read More
Marvelous Masonry: Potala Palace
November 2025

Perched more than 12,000 feet above sea level on Red Mountain in Lhasa, Tibet, the Potala Palace stands as one of the world’s most remarkable masonry structures. Its enduring resilience not only represents an architectural achievement but also a living ca

Cass Stern
Marvelous Masonry
Read More
Outreach Outlook: Securing the Future Through the Inspire Awards
November 2025

As we move into November, I want to take a moment to highlight one of the most significant opportunities our industry has ever faced: the Truist Foundation Inspire Awards. The Masonry Foundation has been named a finalist, and on Tuesday, November 12th, we

Robert Melgaard
Outreach Outlook
Read More