STEP Warmfloor's patented, flexible, thin plastic heating mat.

By Louis Iannaco
Radiant heating systems aren’t just for use under ceramic tile anymore. When first introduced, these systems were used mostly with ceramic tile applications to produce warmth underfoot for the consumer as he/she stepped out of the shower on those cold winter mornings. The different systems, which include electric, hot water tubing and others, continue to grow in both popularity and sales.

Now there are radiant heating systems for many more applications, including laminate flooring, hardwood and even carpeting, and more distributors and other industry professionals around the country are beginning to see their sales in this exciting, and still relatively new category, heat up.

“Our sales of radiant heat systems have increased dramatically since last year with an increase of approximately 60%,” said John Chenoweth, co-owner of Marlin Warm Floor and owner of Marlin Construction in Quad Cities, Iowa, which carries STEP Warmfloor products from Electro Plastics. “I see more electric radiant heat systems taking the lead, especially the low voltage systems that can produce the same amount of heat with less energy consumption. I believe the market share will only grow for electric radiant heat as more people become aware of the increased capabilities, ease of installation and lack of maintenance with electric radiant heat compared to hydronic systems.”

Dennis Piechowski of Minnesota-based KMAC said, “Sales have been climbing over the past year. Right now our electric in-floor heating systems are doing better (than our hot water tubing systems), specifically, our STEP Warmfloor. This product is outselling other forms of electric in-floor heat.

“What I am finding with retailers is it’s half and half. There are customers that I speak with that have really done their homework and are very knowledgeable about electric in-floor systems. On the other hand, I speak with customers who have only heard of the idea and really don’t know much more. Once we show them how it works, how easy it is to install and the zero maintenance, they are immediately asking where they can get it.”

George Royce of Nevada-based ERH Enterprises, which also carries the STEP Warmfloor system, concurs with Chenoweth. “Sales are up over 100% from last year mainly because of the concentration of marketing that I do in my area. More customers are finding out about electric low voltage systems and that they can be installed by the homeowner without any special training. Hot water systems are for whole home systems, not one or two rooms. It isn’t cost effective for partial homes. This is where we do a great job for less money.”

When it comes to applications, today’s systems are being made for hardwood, laminate as well as carpet. Those FCNews spoke with see sales in these jobs either holding there own or steadily increasing. “I’ve done many in the shower stalls installations, some granite counter tops,” said Royce, “installations where many other systems can’t go. I’ve done about 35% with other types of flooring.”

Rita Bellano of Bellano Ceramic Tile in Burnaby, British Columbia, an importer of the latest in porcelain technology to the handmade tiles of Tuscany, stated, “Our sales for under laminate are very good considering that we do not even sell laminate floors. Customers have searched us out as a supplier of the Environ, which I think might be one of the only electric radiant floor heating systems suitable for laminate floors.”

Tucker believes the real question may be which systems are actually approved for use under hardwood, carpet, etc. “This is one of the reasons we chose the STEP Warmfloor product line. More people want to use radiant heat under flooring other than tile than ever before, but other systems have limitations that STEP doesn’t. More than 50% of our sales are for non-tiled floor applications.”

Chenoweth added, “Our sales regarding non-ceramic applications are holding their own. There is a great application for radiant heat under wood, laminate and carpet, and as awareness of these types of applications increase we are confident that our sales will reflect that. We are experiencing a surge in radiant heat systems for ice melt in gutters and snow melt on roofs.”

Bellano also has seen her sales go up dramatically in recent months. “We sell only the Warmly Yours electric system. We chose it after a lot of research because it’s best suited for our product and our type of business. Sales have definitely gone up from last year. Retailers are aware of the products, but since it’s still relatively new to the market on a retail level, there is a lot more room for educating them.”

Berney Garlick of Copper Ridge Sales in Zionsville, Ind., whose company carries the Thermo-Net system, said while sales for the company in 2006 have been at least double of what they were in 2005, if not more, “there are many flooring retailers who still need to be educated on radiant heating. They don’t realize that it belongs in the flooring industry, not with the electricians or the plumbers.”

Dan Downing, who owns two Flooring Specialist operations in Carmel and Castleton, Ind., which carry the Thermo-Net system, had a different take on the subject and said radiant heat “is a lot easier sale now than it used to be. The customer is more aware of what it is; it’s not some big surprise anymore. Probably the biggest way people are learning about the systems are from the design shows on TV. Most of the time, they seem to be getting to know it from remodeling shows.”

Tim Tucker of Hi-Tech Construction Products in Hendersonville, N.C., has seen the company’s sales of STEP Warmfloor products triple (up 300%) over 2005. “It has, in fact, completely replaced the other line voltage cable systems we were selling. We’ve sold hydronic and electric cable based systems. Hydronic (hot water tubing) sales are still good, but again, customers who are shown STEP Warmfloor often opt to use it because it’s an easier and faster install. The total cost of the system is more predictable and it doesn’t affect finished elevations in-house, so it can be retro-fitted to any existing structure. It also has design flexibility, and the cost of operation is on par with hydronics, and is usually less.”

The future for radiant heating systems seems as bright as its present. Bellano believes that 2007 sales will increase because it seems consumer demand for the product is increasing. “In fact, most of the customers we have sold systems to will not consider doing another job without heated floors, and many of their friends and family who have experienced their floors will also not consider a renovation without the inclusion of heated tile.”