Fulcrum Express

Retail Remodel Specialists

Fulcrum Express executes roll-outs of short duration, high volume retail refresh programs. How do we do it? Consistent quality, relentless reliability, and extensive experience working in open location environments. All delivered to clients with our trademark tactical precision.

Fulcrum Express performs retail remodel projects locally or nationwide. We’re committed to understanding the client’s project and program goals. We practice proactive project management, and deliver exceptional value through self-performing or managing common trades. Fulcrum Express guarantees consistent quality and attention to detail at all retail locations. Clients can focus on the big picture, and let us do the rest.

Areas of expertise include:

  • Smaller Tenant Build-outs
  • Regional & National Rollouts
  • Refreshes & Remodels
  • ADA Compliance Renovations
0 Projects
Addition of Paint Booths, consolidating Carquest with Advanced Auto Parts, refresh of store floors, register counter changeout

Budget: $15,000 – $35,000

0 Projects
Fitting rooms renovations, restroom remodels, cash wrap change outs, service desk remodels, jewelry counter resets

Budget: $10,000 – $50,000

0 Projects
Wide range of rollout projects including changing out cash wraps, adding break rooms and training rooms, restroom remodels

Budget: $10,000 – $100,00

The Fulcrum Express Team

W. Keith CrossVice-President of Operations
W. Keith Cross was Fulcrum’s third employee. He’s been a big part of the company’s success in the field and behind the scenes ever since. Keith has over 30 years of construction experience and over 20 years of experience in the retail sector.
Jesse VogdesProject Manager
Jesse Vogdes applies his 15 years of retail and residential construction experience keeping our projects running smoothly and efficiently. A member of the Fulcrum family since 2014, the people he works with each day are his favorite part of the job.
What’s your personal philosophy on retail commercial construction?

Keith: Putting qualified people in the right positions is the best recipe for success. I believe that when a customer has a problem, that problem is our problem. We take personal responsibility for getting it fixed to their satisfaction.

What’s it like working with your partner?

Keith: Working with Faith is incredible. She puts 100% and then some into everything she does for Fulcrum Express. She’s never out of energy, and is very attentive to everyone’s needs. Faith brings terrific relationship building and strategic planning skills to all our projects.

What are the most important rules you live and work by?

Keith: It’s not only important to be honest, but just as important to appear honest. It’s the best policy. Keep focused on the big picture.

What’s your superpower or your spirit animal, and why?

Keith: My spirit animal would be the duck-billed platypus. Like the platypus, I’m very adaptable in all environments and circumstances.

How many donuts are you capable of eating in one sitting and what kind are they?

Keith: I can knock back a half-dozen Krispy Kreme’s like nobody’s business.

How did you first get involved in construction?

Jesse: I grew up in the business. My Dad was my role model. He was the head of the construction department for a residential home builder in New Jersey for 25 years. I worked with him for 11 years – learning the business inside and out. He showed me how to be the man I am today.

Tell me one of your best moments working at Fulcrum Construction:

Jesse: My first Project Manager assignment at Fulcrum was City Chic in Culver City, California. Five weeks into an eight week job, the timeline was moved up one week. We accelerated the schedule and worked around the clock to complete it on time. I knew then I was going to be a good fit here.

What qualities do you need to be successful in this job?

Jesse: As a Project Manager, you need to get everyone involved pulling in the right direction. It helps to be a good motivator. Communication is key, and good communication comes from being honest and direct. You have to take responsibility for all the areas under your supervision to make sure it gets done right.

What are some of your favorite activities/hobbies/pastimes outside of work?

Jesse: I’m from Philadelphia, and love watching Eagles football games with family and friends. I also enjoy skiing and golf.

How many donuts are you capable of eating in one sitting and what kind are they?

Jesse: I can take down a half-dozen plain donuts with vanilla icing and jimmies, no problem.

Our Sweet Spots

  • Southeastern US – Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina, Tennessee, South Carolina & Virginia, West Virginia
  • Midwestern US – Arkansas, Indiana, Kentucky, Missouri, Ohio, Oklahoma & Texas
  • Western US –  Arizona, California, Nevada, New Mexico, Oregon & Washington
  • Mid‐Atlantic US – Delaware, Maryland, New Jersey & Pennsylvania

Who We Work With

Featured Projects

Contact Fulcrum Express

Fulcrum Express Contacts

Our team hopes to talk with you about your next project soon!

W. Keith Cross, Vice President of Operations


Jesse Vogdes, Project Manager


Faith Hoople, Director of Business Development & Marketing