Local Businessman Reinvents Career With ShelfGenie

When twenty years in the commercial banking industry began to take its toll on Bradenton resident, Michael Grothe, he knew it was time to make a drastic change.

“It’s really quite simple – I got tired of it,” Grothe said.

“I wasn’t having fun. I didn’t like my job. I knew I had to do something different.”

Grothe made the decision to trade in his suit and tie for a new career. In February, he bought the local market for ShelfGenie, a product that specializes in design and organization solutions for the home.

ShelfGenie is a brand of “glide-out shelving solutions,” primarily installed in kitchens and bathrooms to improve organization and accessibility.

For those tired of getting down on their hands and knees to dig out a saucepan or casserole dish from the back of a disheveled cabinet, ShelfGenie is the magic answer.

The glide-out shelves are installed on tracks so that they slide outward in the same manner as a drawer, eliminating the need to go spelunking into cupboards for those items that always manage to burrow themselves into the hardest-to-reach corners.

“When I left the banking industry, I knew I needed to get into something where there would be a real market need,” said Grothe, whose territory includes Manatee and Sarasota Counties, as well as east Hillsborough and Clearwater south of Pinellas.

“With the abundance of Baby Boomers and seniors in the area, I realized that the demographic was perfect,” he said, “because as the Baby Boomer generation ages, many are finding that they have problems bending down and getting to the back of their cabinets.”

His business also offered a chance to give back to the community.

ShelfGenie is involved with Homes for Our Troops, a charitable organization which builds homes for disabled veterans.

“Our product works particularly well for people who are disabled,” said Grothe, “and the lower shelving accessibility is especially useful for those in wheelchairs.”

ShelfGenie provides the product and installation free of charge to Homes for Our Troops.

“Any little thing we can do to show appreciation to our veterans,” Grothe said. “We’re more than happy to do it.”

Every product in the ShelfGenie line is custom-built and installed. Grothe said that is important as the economy has forced many people to downsize, leading to space and organization issues.

Grothe has a team of designers and installers with backgrounds in industries that lend to their craft. The local ShelfGenie team is comprised of a handyman, a custom furniture maker, and a cabinet contractor.

Although the price varies with size and complexity of the job, an average project costs approximately $2,200, according to Grothe.

A ShelfGenie representative offers an in-home interactive design consultation, in which the customer’s needs are ascertained and the consultant talks through the most efficient and effective options available. Installation takes from 3 to 6 hours.

Most ShelfGenie products are made out of wood from the Baltic Birch tree, a fast-growing and exceptionally renewable resource grown in the Baltic region in Russia, Groethe said. The eco-friendly nature of the ShelfGenie product line is appealing to many, as contemporary society has become increasingly environmentally-conscious.

Grothe said that not only are ShelfGenie products manufactured using higher-quality materials that support greater weight, the brand also promises a lifetime warranty and unrivaled options for customization that are not available in pre-made DIY kits.

Grothe said that his professional background in commercial banking had lent itself well to his current career as president of the local ShelfGenie region.

“I’ve always been in sales and production,” he said, “so customer service is ingrained in me. It’s the key to success in home sales. A person has to be really comfortable with you and your product, and we really focus on making sure that is the case.”

He added that his financial background has also played an important role.

“Throughout the years I’ve seen all the mistakes that other businesses make, like taking their eye off the ball and forgetting profit margins. I’ve learned how to avoid making those mistakes.”