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Get To Know Us

Who We Are

Advance Flooring Products (AFP) is an innovative leader in the construction materials industry, based out of a state-of-the-art 45,000 sq. ft. facility in Benicia, California. Our mission is to provide more than just materials; we aim to be a partner in your construction journey.


Jim Metzger: The Visionary Behind AFP

Forklift operator in AFP's state-of-the-art warehouse facility in Benicia, California.
Jim Metzger, CEO of Advance Flooring Products, innovator in waterproofing and deck systems.

Jim Metzger, the CEO and driving force behind Advance Flooring Products (AFP), brings over 20 years of unparalleled experience to the waterproofing and gypsum flooring industry. 


Starting his career as a sales representative, Jim quickly distinguished himself by increasing his firm’s sales and revenue by a staggering 150%. His deep expertise in deck coating and roofing, as well as his role as Northern California's Director of Sales, paved the way for his remarkable success.

Under Jim's visionary leadership, AFP emerged from his desire to address and solve the significant challenges he encountered in the waterproofing and coatings industry. This quest led him from his beginnings as an applicator to becoming a supplier, manufacturer, and innovator. His tenure as CEO of High End Development, a specialty contractor serving many of the nation's largest homebuilders in Northern California, is marked by a relentless pursuit of excellence and innovation.

Jim R. Metzger

Inventor and CEO

Jim’s journey is characterized by his dedication to refining the waterproofing process, making it more efficient, and ensuring healthier living environments. He has been instrumental in pioneering new installation methods designed to mitigate common industry flaws. His invention, The Guardian Clip, stands as a testament to his innovative spirit, revolutionizing deck construction by enabling handrails to be mounted atop decks without compromising waterproofing integrity.

AFP's innovative solutions reflect Jim's 20+ years of dedication, expertise, and a keen ability to listen to builders' needs. By overseeing AFP's in-house production and leading a dedicated team of engineers and architects, Jim has eliminated the need for third-party dependencies, enhancing AFP's service reliability and warranty robustness.


Jim Metzger's vision for AFP continues to reshape the future of waterproofing standards. With his at the helm, AFP stands as a beacon of innovation, quality, and customization in the construction materials industry, ensuring every project's success from the ground up.

Our Facility: A Hub of Innovation


At the heart of AFP is our expansive warehouse and fabrication center. Here, we craft our own sheet metal for our products, enabling us to offer enhanced warranties that stand the test of time. This hands-on approach to material creation reflects our dedication to quality and sustainability.


In-House Expertise


Our team includes seasoned engineers and architects, eliminating the need for third-party consultations. This in-house expertise ensures that every product we offer is not only impeccably designed but also tailored to integrate seamlessly with your specific project requirements.

AFP's facility showcasing warehouse operations and in-house fabrication by skilled workers.

Tailored Solutions and Budgeting


At AFP, we understand that each project is unique. That's why we offer personalized design and budgeting services to align with your project's needs. We work closely with you to create solutions that not only fit your vision but also respect your financial planning.


Your One-Stop Shop


We pride ourselves on being more than just a supplier. As designers and partners, we're involved in every step of the product development process, from concept to creation. Our on-site testing facility is a testament to our rigorous quality assurance process, ensuring that every product we deliver meets our high standards for quality and safety.

AFP is your partner in construction, providing bespoke, high-quality waterproofing and deck systems. Trust in our dedication to excellence and our commitment to be by your side, every step of the way.

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