Selling Style, Durability, and Real Results with Fibo Wall Systems

When it comes to bathroom renovations, finding products that balance great design, fast installation, and long-term durability isn’t easy. That’s exactly what drew Mike Foti, President of Innovate Building Solutions, to Fibo Wall Systems.

We sat down with Mike to learn how Fibo fits into his product lineup, what his customers think of it, and where he sees opportunities for growth in the wall panel market.

Discovering Fibo: A Product He’d Put in His Own Home

Mike first discovered Fibo at the International Builders’ Show in 2018, and it was the style of the product that caught his eye.

I said to myself, ‘I’ll bet Rose (my wife) would let me put that product in our house!

Years later, he did exactly that—installing Fibo in his own bathroom. He describes Fibo as “better quality than most of what you see in the grout-free wall panel market.”

Why Fibo Stands Out in the Market

When it comes to competing with traditional tile or molded plastic wall panels, Mike sees Fibo’s visual appeal as its biggest differentiator.

It looks realistic—like tile or stone. That’s a very important part of the value proposition.

The look and variety of design options help Innovate Building Solutions fill a key market gap: for customers who want something better than molded panels but don’t want the maintenance or cost of tile.

A Product That Drives Business Growth

Fibo has played a meaningful role in growing Innovate’s business.

It’s driven us to carry a lot more wall panel inventory… and it’s driven us to establish a dealership program.

Mike notes that while Fibo installs faster than tile, it does take some basic training to get comfortable with the installation, especially compared to glue-up panels. However, installers who commit to learning the system tend to thrive.

What Customers & Installers Are Saying

What’s the top feedback from customers?

They love the look of the product.

And for installers:

It’s the looks and the variety of offerings. It’s selection, baby—as Al Davis might have said.

Fibo’s quick installation, easy-to-clean surfaces, and long warranty help customers solve common tile headaches, like slow installs and maintenance hassles.

Market Potential: Finding the Sweet Spot

According to Mike, Fibo fits perfectly for contractors and homeowners who want a better-looking product than molded plastic, but don’t want the price or hassle of tile.
He sees opportunity across several segments:

Residential remodeling
Aging in place and accessible living
Modular construction
Commercial projects

The key, Mike says, is focus:

Pick your spots and go deep in those markets where Fibo’s strengths shine.

Rough Wood

The Realities of Selling a High Value Product

Mike’s advice to other dealers considering Fibo is refreshingly honest:

There’s no easy button.

He believes success comes down to perseverance and strategy:

Figure out who wants this product, how you’re going to market and sell it, and what support those customer segments are going to demand.

As his dad told him:

An ounce of perseverance is worth a pound of genius. And in this family, we ain’t got no genius, so you’d better work your butt off.