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.
Faith HoopleDirector of Business Development & Marketing
Faith Hoople joined Fulcrum in 2011. She works to build strong relationships with retailers, hoteliers and construction management firms. Faith relishes sharing the Fulcrum Express story with customers and potential clients.
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.

What’s your personal philosophy on retail commercial construction?

Faith: The construction business is extraordinarily complex. It’s crucial to communicate thoroughly and regularly with all the project stakeholders, and to do it face to face when possible. It’s important to be flexible, to understand other viewpoints, and try to see all sides of a challenge.

What’s it like working with your partner?

Faith: Keith is such a delight to work with. He loves working with our customers and our team and his energy is contagious. Keith brings years of operational and field expertise to the table, but he’s really open to new ways of doing things which surprised me because he has such a depth of experience in the industry.

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

Faith: Show up everyday, ready to do good work. Work hard to ensure our teams are as prepared as possible for a project.

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

Faith: My superpower is my enthusiasm, because it seems to bring energy to my team and often makes them laugh.  Particularly when I do the happy dance.  That makes them laugh a lot.

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

Faith: I love Crullers – but only one. I can’t take the sugar drop that happens after more than one!

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


Faith Hoople, Director of Business Development & Marketing