Ramped Up!
On a Roll with Julian Gordon’s Modularized Wheelchair Ramp Systems
Space shuttles, architectural products and kickboxing machines may seem to have little in common. But for Julian Gordon and his team, they each represent a signature step in a quest to fulfill a need in the built environment.
He established a metal products business, almost lost the business, and then refocused his energies on developing a product with universal appeal. He designed, manufactured and patented an affordable modular wheelchair ramp system that changed his life, his company and an industry.
Manufactured Metals
In 1970, Gordon earned an aeronautical engineering degree from Boston University. While he qualified for the astronaut program, he was more interested in entrepreneurial endeavors here on Earth.
He quickly found a niche as a provider of manufactured metal architectural products, such as security doors, railings and stairs, through his newly formed company, Boston Grate. The company did pretty well and, by 1980, incorporated as Gordon Industries.
Gordon recalls, “We started with one employee in a garage and never grew past a few million in sales, mostly providing products for condos and spec office buildings. But, it was an unpredictable and unreliable business. If interest rates were right, our clients flourished and we could not hire employees fast enough. If interest rates were wrong, the phone did not ring.”
All incoming business came to an abrupt end with the collapse of the Bank of New England in January 1991. “About 90 days after the bank closed, all our customers in spec condos were bankrupt,” says Gordon. “We feared liquidation as part of the bank’s remaining assets.” Despite the weakened economy and bank collapse, Gordon’s company survived, in part by developing new products such as kickboxing machines, frequently used for martial arts training.
He continues, “The real question that we needed to answer was how we could change from this very cyclical, speculative construction market to a stable, continuing growth market?”
Health Care Shift
The answer was revealed in the growing health care industry.
“Looking around, anyone could easily see health care was solid and assured continued growth with the aging population,” explains Gordon. “In general, health care grows at about 17% annually.”
With that in mind, Gordon and his team set out to see what was needed in the construction community to support that market. He adds, “Turns out, no one else rented ramps that were used regularly on job sites. Contractors and owners had to buy them. All we had to do was provide the least expensive, fastest delivery ramp we could—and we had a new business.”
He designed a modular wheelchair ramp system and had his steel welders put it together. In 1998, he applied for and received a patent. Soon after, he formed Boston-based American Ramp Systems (now known as Amramp).
“No one else rented ramps … all we had to do was provide the least expensive, fastest delivery ramp we could—and we had a new business.” Julian Gordon, Founder & President, Amramp
Modular & Affordable
The Amramp modular wheelchair ramp system is unique in a number of ways. The steel modular ramps can be attached, moved and reconfigured easily and quickly—within hours—making them highly attractive to contractors working on job sites as well as to homeowners and landlords.
The ramps feature a perforated open-mesh surface that allows moisture to drain, reducing the possibility of a slippery ice surface or mold buildup. It is also affordable. Constructed of steel, these ramps are 100% recycled and recyclable steel.
Gordon spent several years marketing the product at industry trade shows, particularly in the Northeast. He says, “We tried selling to the clients that we knew from previous work, such as architects and contractors. But they used permanent concrete ramps. However, we did attract the interest of people passing by looking for a modular ramp to help an elderly relative.”
Franchise Focused
With limited direct sales from the construction community, Gordon evaluated the concept of franchising as a way to grow awareness. Then he acted on it.
By 2002, business was booming. In the first year of franchising, the company’s revenue doubled, and then almost doubled again the following year. Gordon adds, “In the first five years, we went from an annual revenue of $1 million to $12 million.”
Today, Amramp has 50 franchises in the U.S. and one in Canada—and combined sales exceed $20 million.
Since those early days, Amramp products have become a standard on job sites, in homes and in offices across the country. The modular solution is ideal for contractors looking for safe, easy ways to keep client operations open and ADA-compliant during construction.
The company has helped a vast range of organizations for a variety of activities that range from construction access at major universities, such as Harvard and the University of California, Los Angeles, to the Capitol Christmas Tree Lighting ceremony, presidential conventions and, this year, the NFL Pro Bowl Week activities in Orlando. Amramp franchise partners have installed ramps for Disneyland, NASCAR Hall of Fame, The Smithsonian Institute, Barneys New York, Brooklyn Navy Yard, US Open Wheelchair Tennis Championships, Turner Construction and more.
Accessibility of the Future
Gordon is proud that his company offers quality wheelchair ramps and other accessibility solutions to help people access their homes, businesses, schools and places of worship.
He says, “We provide a complete, affordable suite of wheelchair ramps, lifts, showers, and commodes, while providing thorough instructions to certified caregivers on each apparatus so they can safely transfer clients from one location to another.”
The company even sells the Amramp shower, an affordable portable roll-in shower that doesn’t require any home modifications; Amramp Touch, an automatic touch-of-a-button door opener for those who have difficulty locking, unlocking, opening and closing doors; stair lifts to access the bedroom level of the home; and ADA pool lifts to assist people in wheelchairs to access public pools for recreational or therapeutic needs.
Gordon concludes: “We see a great deal of growth potential in the commercial segments as businesses and contractors become more aware of the importance of providing wheelchair accessibility to their customers. Commercial clients also see how Amramp’s temporary ramp rentals provide an easy and effective solution to keeping their businesses open and operational during construction or renovations.”