Advantage Architectural Woodwork: Hidden Treasure North of Levant

Just north of Levant, in a quiet stretch of Thomas County farmland, sits one of the most advanced wood manufacturing operations in the Midwest — and few people even know it’s there. Inside the modest facility of Advantage Architectural Woodwork, founder Bob Holloway and his team are producing what he calls “the highest performing windows and doors in North America.”

Holloway, a Colby native and graduate of Colby High School, began his company with little more than a dream, a modest loan, and the support of his parents. “The banks didn’t understand what I wanted to do,” he recalled. “They just wanted to stick with agriculture. My dad finally said, let’s just put up a building here and get started.” From that simple beginning, Holloway has built a business that quietly rivals European engineering standards in both design and energy efficiency.

Inside the shop, everything is custom made to order — from triple-pane windows designed for airtight performance to massive, insulated sliding doors weighing nearly 800 pounds. Holloway’s work competes not with typical U.S. suppliers, but with the most elite European manufacturers. “We’re not trying to compete with your normal run-of-the-mill companies,” he said. “We’re competing mainly with European companies. The normal person doesn’t realize how many European windows are being imported every day — but we’ve developed a better system right here.”

The company’s products use advanced materials such as thermally modified ash and wood-fiber insulation, both sourced for their structural stability and energy efficiency. Some of these technologies — like the use of PET foam, made from recycled plastic bottles — are commonly seen across Europe but rarely found in American construction. “It’s pretty special,” Holloway explained. “It’s structural, it’s insulating, and it’s sustainable. Europe’s ahead of us on that, but we’re bringing it here.”

Advantage’s attention to sustainability doesn’t stop at the product line. The shop’s entire heating system is powered by its own sawdust and scrap material through a European-style biomass boiler. “No propane, no natural gas,” Holloway said. “We use our own waste to heat the building. Every shop in Europe has something like this — it’s efficient, and nothing goes to waste.”

Yet, despite producing world-class craftsmanship, Holloway’s greatest challenge isn’t technology — it’s people. Finding skilled workers in northwest Kansas has been an ongoing struggle. “We have the highest performing window in North America, but we can’t find anybody to help build them,” he said with a laugh that only half hid his frustration.

For Holloway, the problem runs deeper than his own workforce. It’s about the erosion of trade education in America. “When I was in school, we had good wood and ag programs,” he said. “Now, most of that’s gone. Kids aren’t being exposed to trades early enough to know they might love it. In Europe, kids as young as nine are allowed to work in shops and learn hands-on. Here, if I had a 15-year-old run a machine, I could be in trouble.”

To counter that, Holloway and his wife Shawna are taking their own initiative. They plan to host woodworking workshops for 4-H members this winter — a program designed to reintroduce young people to craftsmanship and hands-on design. They’re also preparing to host their first National Manufacturing Day open house next October, inviting schools and the public to tour the facility and learn about modern manufacturing right in their backyard.

Beyond Thomas County, Holloway is already influencing regional education. He serves on the advisory board for the Northwest Kansas Technical College carpentry program in Goodland, helping develop new curriculum that emphasizes energy-efficient building and precision construction. His company’s products will even be featured in the college’s first “Passive House” — an ultra-efficient home built entirely by students using cutting-edge materials and methods.

Despite his growing national recognition — including a “40 Under 40” distinction from Woodworking Network — Holloway remains grounded in his roots. “This is home,” he said. “I want to grow my business here. I want the community to grow too. I just want people to realize what’s happening right here north of Levant — world-class manufacturing in their own backyard.”