Since launching in 2003, iQ Power Tools has produced tools with integrated dust collection systems for masonry, hardscape and tile. The firm launched a social media campaign to educate the industry on the dangers of silica, emphasizing the significance of health and safety for construction workers in all trades.

When the campaign went viral, the iQ10 Team was born. The company enlisted the help of professional installers like Ken Ballin, owner of Skyro Floors in West Creek, New Jersey; Heric Melo, owner of Hevi Tile in Boca Raton, Florida; and Dan Janzen, owner of DJ Tiling in British Columbia, Canada, to spread awareness of the dangers silica and showcase how iQ Power Tools equipment is working to protect those who use them.

“It’s not about paid influencers anymore,” said Bryan Figueroa, marketing and creative director, iQ Power Tools. “It’s about real people creating real content. Leveraging user-generated content is vital for impact and amplification of our brand. Our team, which consists of rockstars from construction and related skilled trades, works on jobsites, perfecting their craft and often introducing newer and exciting thoughts and ideas on industry topics.”

The iQ10 Team Program is an integral component of the company’s “War on Dust” crusade.  Since early 2019, the iQ team have hit the road in branded trailers, crusading to raise awareness of the dangers of silica. In addition to doing so, they’ve also offered training on ways to eliminate dust and slurry mist at the jobsite. These informative and in-depth presentations on the health hazards of silica, OSHA Standards and hands-on tool demonstrations have been highly successful and now have gone overseas.  

Janzen, based in Canada, caught iQ’s attention after demonstrating the IQ288Cyclone 7-inch saw and reaching six million views on his Instagram account (dj.tiling). Since he has also tested the IQTS244 10-inch saw and has more products lined up.  

“The dangers of silica are very important and a key benefit of the iQ brand, and I absolutely love the fact that I can be a part of making this industry think smarter and be healthier,” Janzen said. “I believe in iQ and this cutting-edge technology. It really is a game changer.”

Janzen enjoys how lightweight the saws are. He points out that he can work with the saw indoors—no more running up and down stairs to make cuts outside. “When I do a backsplash, I mix my mud outside, but after that, I don’t leave the kitchen until I’m done, cutting probably two hours off the day.”

On the topic of wet versus dry, Janzen is totally sold on the dry cutting ability of the iQ saws. “We have lots of days that are below 0 Celsius, so with freezing temperatures, we are constantly fighting the wet saw’s freezing up. With iQ, this is a non-issue now.”

Melo, out of Florida, is dealing with higher temps, making the ability to cut inside appealing as well. He is one of the newest members of the iQ10 Team; however, he is making waves with his videos on Instagram (hevi_tile), Facebook and TikTok. He has demoed the iQ228Cyclone and iQ426HEPA Cyclonic Dust Extractor. He says of his videos, “I like to entertain while being educational.”

Ballin has been partnering with iQ for some time and has demonstrated a wide variety of iQ Power Tools. He is known in the tile installation world for his many how-to videos and project videos on Facebook, TikTok and Instagram. He finds creative ways to display the products he uses and even show viewers a tip or two.

“Being a part of the iQ10 team has been a great opportunity to work with a fantastic group of craftsmen and women and an incredibly innovative company like iQ Power Tools,” said Ballin. “It’s allowed me to continue making creative content for my social media platforms while using high quality tools focused on keeping installers safer when it comes to dust extraction.” 

As for the success of the iQ10 Team marketing campaign, Figueroa explains, “Because of its authenticity and relatability, we’ve experienced off-the-charts engagement with our clients. And this has resulted in great lead generation and new-customer conversion. Potential users quickly envision themselves using iQ tools for more efficient and safe practices within their own businesses.”