When Jason Johnston owned a skate shop in Montreal, he faced a realization that changed everything. “Waiting for someone to walk in wasn’t stirring for me.” That passive business model – sitting behind a counter, hoping customers would show up – left him searching for something he could actually create with his own hands.
He discovered creative concrete and felt an immediate passion. But Johnston is smart enough to know that passion alone doesn’t build a successful business. He’d need real knowledge, proper technique, and a systematic approach to turn this new passion into a thriving company. More importantly, he’d need a strategy for scaling a concrete countertop business from solo fabricator to serious production operation.
So he made some critical decisions about how to get started.
A Strategic Approach to Learning
In January 2015, Johnston enrolled in CCI’s hands-on training. It was a deliberate choice. He didn’t want to waste years learning through trial and error. He didn’t want to build a reputation on failed projects or callbacks.
At CCI, Johnston learned not just how to make concrete countertops – he learned why techniques work. The engineering approach gave him the foundation to understand mix design, proper reinforcing, sealing, and finishing. Armed with that knowledge, he could innovate and problem-solve rather than just following recipes.
Johnston came to training with clear ambitions. His vision for Béton Johnstone Architectural was to create “stylish, functional and durable products” for high-end clients – hospitality industry giants, architects, designers, and discerning homeowners. To serve that market, he’d need to execute at the highest level.
When you see the work Jason’s team creates, you’re seeing the results of combining artistic vision with engineering knowledge. Understanding structural requirements. Knowing material properties. Calculating loads and reinforcement. Johnston took what he learned and ran with it.
Scaling a Concrete Countertop Business from Solo to Team
Armed with solid technical knowledge, Johnston returned to Montreal and got to work. The company name itself signals his approach – Béton Johnstone Architectural. This wasn’t going to be a contractor service making basic countertops. This was going to be an architectural design studio.
Johnston made smart investments in equipment and infrastructure. CNC machines for precision mold-making. Advanced materials like specialty resins, rubbers, and silicones. He tweaked his mix designs to achieve the specific aesthetics he wanted – smooth finishes that rival natural stone, custom colors from pure whites to rich earth tones, and multiple finish options.
The real work was building systems and processes that could deliver consistent quality at scale. Johnston didn’t just create beautiful one-off pieces – he built a production operation that could handle both custom commissions and product lines.
Today, Béton Johnstone Architectural produces nearly 17,000 square feet of GFRC annually. Johnston oversees a team of 12 dedicated professionals. They’re creating custom countertops, integrated sinks, tables, fireplace surrounds, wall panels, and architectural furniture for high-end clients across Canada.
The Numbers Tell the Story
Let’s be specific about what Johnston has built:
- 17,000 square feet of GFRC produced annually – that’s hundreds of custom pieces each year
- 12-person team – professionals who Johnston trained in his systematic approach
- Clientele includes hospitality industry giants and multibillionaire homeowners – clients who could buy anything, anywhere, and choose Béton Johnstone
- Active business since 2015 – a decade of sustained growth
Those numbers represent years of hard work, smart decisions, and flawless execution.
What Makes the Difference
Jason’s success comes from his obsessive attention to every detail of the process.
Mix Design: Each color in the Béton Johnstone palette – Standard Beige, Oyster White, Caldwell – represents Jason’s countless hours of testing and refinement. Getting the right proportions of cement, aggregates, pigments, and admixtures to achieve both the aesthetics and performance he demands.
Precision Mold-Making: Jason invested in CNC technology and mastered the techniques for creating molds that produce perfectly smooth surfaces and crisp edges. Understanding how different mold materials interact with different concrete mixes takes experience and experimentation.
Finishing: Whether it’s polished finishes with multiple grinding stages, the soft matte antique finish, or the textured “truelle” finish, Johnston has developed the techniques to execute each one consistently. That consistency is what separates a hobbyist from a professional.
The Complete Package: Johnston understands that craft extends beyond the workshop. Proper installation, clear maintenance guidance with every purchase, guarantees that stand behind the work – this is how he’s built a reputation that generates referrals and repeat business.
Jason’s solid technical foundation allows him to tackle challenges confidently. When problems arise in custom fabrication, he can troubleshoot because he understands the underlying principles. When clients request something new, he can assess feasibility and develop solutions. That’s the benefit of building your knowledge from first principles rather than just following someone else’s recipes.
Smart Business Decisions
Beyond the technical work, Jason has made smart business decisions:
Positioning: From day one, he positioned Béton Johnstone as a high-end architectural studio, not a commodity concrete contractor. That positioning attracts the right clients and supports premium pricing.
Product Development: Jason created specific product lines – tables like the FOIL and COLONIALE, sink models like the Thali and Pebbles – that can be produced efficiently while maintaining the custom, handcrafted aesthetic.
Market Focus: By creating tools and resources for architects and designers – samples, specifications, installation guides – Jason made it easy for design professionals to specify his work.
Team Building: Growing to a 12-person team while maintaining quality standards requires training, systems, and leadership. Jason has built a team that can execute his vision consistently.
What Jason’s Products Show
Visit the Béton Johnstone website and you’ll see the results of Jason’s vision and execution:
Custom Countertops – Statement pieces with carefully designed edge profiles, integrated sinks, and finishes from polished to textured.
Sculptural Sinks – The circular Thali. The compact Pebbles for powder rooms. Each model conceived as a design element, not just functional plumbing.
Furniture – The FOIL table with its sleek curves. The COLONIALE coffee table designed with Michael Godmer Studio. Pieces that prove concrete can achieve elegance.
Architectural Elements – Podiums, fireplace surrounds, wall panels, 3D molded elements, even office accessories. Every category an opportunity to bring concrete into interior design.
This product range exists because Jason has built the capability to execute complex designs consistently. He can promise delivery dates and hit them. He can guarantee quality and stand behind it. He can work with architects and designers who need precise specifications.
That’s what separates professionals from amateurs.
The Clientele Proves the Quality
Béton Johnstone’s client list tells you everything you need to know about the quality of his work:
Hospitality Industry Giants choose Béton Johnstone for hotels and restaurants where concrete must withstand constant use while maintaining its aesthetic appeal. These commercial clients need both durability and beauty.
Multibillionaire Homeowners commission work from Jason and his team even though they could buy anything, anywhere in the world. They choose Béton Johnstone because they recognize genuine craft and attention to detail.
Architects and Designers specify Béton Johnstone’s work for their projects. The tools and resources he’s created for design professionals make him easy to work with and reliable to specify.
You don’t build this kind of clientele by accident. You build it through consistent execution. No callbacks. No problems. No surprises.
Nearly a Decade of Sustained Success
Jason trained with CCI in January 2015. Over 10 years later, he’s running a thriving business with 12 employees, producing 17,000 square feet of GFRC annually, and serving the highest-end clients in Canada.
That sustained success represents nearly a decade of flawless execution, continuous improvement, and smart business management. Jason isn’t dealing with technical problems that plague less knowledgeable fabricators. He’s not redoing pieces. He’s not limited to basic work. He’s confidently taking on complex projects and delivering exceptional results.
The team he’s built can execute his vision because he’s trained them systematically. When challenges come up, they solve them. When opportunities arise, they seize them.
What You Can Learn from Jason’s Approach
If you’re thinking about getting into creative concrete – or if you’re already in it but struggling with consistency, quality, or growth – Jason’s story offers valuable lessons:
Make smart decisions about education. Jason could have wasted years on trial and error. Instead, he invested in comprehensive training and started his business with solid technical knowledge. That decision saved him time, money, and reputation.
Understand the fundamentals. Jason’s ability to innovate, troubleshoot, and confidently execute complex projects comes from understanding the engineering principles behind the techniques. That foundation lets you solve problems and create solutions.
Build systems and processes. Scaling from solo fabricator to 17,000 square feet annually requires more than skill – it requires systems, processes, and the ability to train others.
Position yourself strategically. Jason’s decision to position Béton Johnstone as an architectural design studio rather than a concrete contractor helped attract the right clients and support premium pricing.
Execute flawlessly. All the knowledge and positioning in the world won’t build a successful business if you can’t deliver exceptional work consistently. Jason’s reputation is built on nearly a decade of flawless execution.
Look at what he has accomplished: Nearly 17,000 square feet of GFRC annually. A 12-person team. Hospitality industry clients and multibillionaire homeowners. A reputation as Montreal’s premier creative concrete artisan.
That’s what happens when passion meets smart decisions and hard work.
The Bottom Line
Jason Johnston’s story is compelling because it’s real. These aren’t inflated numbers or vague claims. This is a successful business built through strategic decisions and relentless execution.
He went from owning a skate shop to running a premier architectural concrete studio in less than a decade. He did it by making smart choices about education, investing in the right equipment, developing systematic processes, and executing flawlessly for nearly ten years.
Want to see what’s possible? Look at Jason Johnston. Look at his products. Look at his business. Look at his clients.
That’s what you can build when you combine passion with smart decisions and solid execution.
If you’re ready to start your own journey in creative concrete, learn from Jason’s approach. Get proper training. Understand the fundamentals. Build systems. Position yourself strategically. Then execute flawlessly.
The rest is up to you.
Check a small sampling of Jason’s work below, and if you’d like to hear more about him, check out this video of a conversation with Jason.
