---
title: "From Inside Soluroc: Flexarmor Started by Solving It First"
description: Alexandre L'Écuyer tells us how that instinct to solve it first shapes how Flexarmor, and Soluroc, keep building today.
---

[Resources](https://blog.soluroc.com/en/resources)

# [From Inside Soluroc: Flexarmor Started by Solving It First](https://blog.soluroc.com/en/resources/from-inside-soluroc-flexarmor-started-by-solving-it-first)

 Written by [Soluroc team](https://blog.soluroc.com/en/resources/author/soluroc-team) | Sep 29, 2026, 12:00:00 PM

 

Flexarmor was growing faster than its own plant could keep up with by the time Alexandre L'Écuyer walked in the door. He joined the Guadeloupe operation in May 2021 as director of operations. What he found on arrival was a good problem to have: a plant so busy with new business it could barely keep pace with its own success.

 

## A plant that had outgrown itself

By his own account, Alexandre came in fairly green, having never run a business before. He leaned on Eric Champagne, the man who'd built Flexarmor and was still running the Guadeloupe plant at the time, to learn the ropes. What he found was a team stretched thin by their own success: new customers and so many orders coming in that the building itself had simply become too small for the business it was doing.

That's what pushed the plant toward an expansion. By February 2022, Alexandre was running a plant in the middle of expanding its own footprint.

## Where the Flexarmor name actually comes from

Flexarmor predates Alexandre by several years, and the story behind it is one he clearly enjoys telling. Eric Champagne saw early on that the mining sector had a real gap: not enough good rubber protection against wear. He drove out to Abitibi, in Quebec, himself to meet customers and make the case in person, and what came out of those trips was a genuine engineering problem. A good wear rubber has to survive two very different kinds of punishment: the sudden impact of something striking it, and the slow, grinding abrasion that wears rubber thin over time.

Working with the best suppliers, the team landed on a formulation hard enough to hold up to both, one that tested better than anything else on the market. That result is what became Flexarmor in 2013.

## What Soluroc brought to the table

When Soluroc acquired Flexarmor and folded it into a much bigger group, the easiest thing to lose would have been the specific, hard-earned knowledge of the people who'd built it. That isn't what happened. One thing Soluroc has clearly prioritized through all of this is keeping the people who built these businesses in the fold, even as their roles changed. Eric Champagne didn't leave when Guadeloupe became part of something bigger. He moved from running the plant to VP of Projects and Innovations across the whole company, carrying everything he knew into the other divisions. The general manager in Cobourg made a similar move, staying on as VP of Sales after Abreco joined Soluroc.

Soluroc chose to keep building with the people who already knew how. Real expertise, hands-on experience, and the human connections built along the way, with clients and between colleagues alike, are things the company treats as essential, worth nurturing rather than replacing.

## Carrying the same instinct into a new job

Alexandre's current role, focused on data and, increasingly, on unifying the systems Soluroc inherits with every acquisition, didn't exist when he joined. It grew out of a personal drive, one shaped by a culture that ran on serving the customer well. "The customer is the reason any of this exists," he says. "If you don't serve them well, they have every reason to go somewhere else." That instinct, paired with a knack for building his own reporting tools, is what eventually put him in charge of Customer Experience and Data Management, so that every customer gets served as well as Soluroc possibly can.

Flexarmor's rubber was built to answer a real need before anyone thought to call it a competitive advantage. That instinct, solving it first, is something Flexarmor and Soluroc have always had in common, and it's still shaping how the company grows today. It's part of the foundation Soluroc was built on: real, hard-earned expertise, folded into something bigger while keeping what made it work in the first place.

[View full post](https://blog.soluroc.com/en/resources/from-inside-soluroc-flexarmor-started-by-solving-it-first)

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