Hidden Gems: Meet Casey Selman of Captivating Concrete

Today we’d like to introduce you to Casey Selman.

Hi Casey, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve been around concrete my whole life. Years ago, I was working at a large chemical company as a carpenter. I was lucky to get that job right as the housing market crashed in 2008–2009. One of the perks there was flex time — I could come in anytime, work my eight hours, and leave. That flexibility meant I never missed my kids’ sporting events and could still pick up side jobs pouring patios after work.

A couple years later, word spread fast about what I was doing, and soon I was doing one or two concrete jobs a week. Life was good — steady income from my day job and the chance to do what I truly loved after hours. Then the company got taken over, and one of the first things to go was our flex time. That really changed things for me. When they offered a buyout, it only took about two seconds for me to decide to jump in full speed ahead.

I had zero support at the time — most people thought I was crazy to quit such a good job, especially with a big family and no guarantee things would work out. It was sink or swim, and I was dog paddling hard trying to figure it all out. It took a few years to learn the business side and understand what motivates good team members to stay and grow with me. I’m still learning every day.

A huge turning point came when my wife left her social work job to join the business. She’s everything I’m not — organized, detail-oriented, and keeps us on track. I’m the creative, chaotic one who can produce award-winning work but needs help staying structured. Together, we’ve built a strong foundation along with some amazing team members who’ve helped us get to where we are today.

Now, Captivating Concrete isn’t just the go-to company for customers — it’s become a place where people want to work and learn the trade. We look for good attitudes and a willingness to learn, and that approach has worked out unbelievably well for us.

We all face challenges, but looking back would you describe it as a relatively smooth road?
It’s definitely not been a smooth road. I was good at concrete, but I knew nothing about running a business. I can remember losing sleep trying to figure out how I was going to make payroll and still pay my own bills. When I first started, I was hesitant to even hire anyone because I worried I wouldn’t have enough work to keep them busy — and the last thing I wanted was for someone to struggle because I couldn’t provide steady work.

That fear faded quickly because I hustled every day like every job we finished could be our last. I still carry that same mindset today. Another big challenge early on was pricing. I started by charging what I thought everyone else was charging, but I quickly realized most people were just getting by. I didn’t want to just get by — I wanted to build a profitable business that created a future not only for me but for everyone on our team.

Now my worries are different. Instead of stressing about finding work, I’m more focused on making sure our guys get home early enough to spend time with their families and not miss out on the important things in life. It’s been a long road, but every struggle taught me something valuable about leadership, balance, and what really matters.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Captivating Concrete is a Michigan based decorative concrete company specializing in stamped patios, driveways, walkways, and outdoor living spaces. We’ve become known for our attention to detail, creative color combinations, and ability to bring custom designs to life — from hand-cut American flag patios to intricate stone and timber patterns that completely transform a space.

What truly sets us apart is our team. Every project we take on is a group effort from start to finish, and every person on our crew takes pride in the work we deliver. We’ve built a culture around craftsmanship, accountability, and respect — both for our customers and for each other. That pride and consistency have earned us multiple awards at both the state and worldwide level, recognizing the quality and creativity that go into every project we complete.

Brand-wise, I’m most proud of the reputation we’ve built for doing what we say we’ll do. We’re not just pouring concrete; we’re creating spaces that will be enjoyed for decades and building a future for the people who make up our team. Whether it’s a small backyard patio or a large-scale decorative project, we approach each one with the same goal — make it captivating, make it durable, and make sure the customer and crews are proud to show it off.

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
It might sound a little crazy, but I’ve learned more from Facebook groups full of people in the trade than anywhere else. It happened when I finally dropped my “know-it-all” attitude and humbled myself enough to ask questions to the guys who were producing work I could only dream of. It’s amazing how willing people are to help when you ask with genuine curiosity and actually listen.

What made it even better was that it was all online — I was getting advice from people all over the world. Being an introvert, that really worked for me because it allowed me to connect and message people I might have had a hard time approaching in person.

These days, I still have two people I call for advice. One is retired now but ran a very successful decorative concrete business and is one of our suppliers. The other is actually a competitor — someone we occasionally bid against on projects. He’s been running a strong company for over twenty years, and if I’m going through something, he’s probably been through it already. As crazy as it sounds, working together with your competitors can actually make you both stronger.

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