In an industry often defined by the cold permanence of steel and concrete, a quieter, more organic revolution is taking root, fundamentally reshaping urban landscapes with the strength and warmth of wood. This is not a return to traditional timber framing but a leap into the future with mass timber, an engineered wood product gaining unprecedented traction. Amid this shift, construction giant Swinerton has made a decisive move, appointing a national director to spearhead its mass timber division. This strategic appointment signals more than an internal restructuring; it represents a calculated, large-scale investment in a material poised to become a mainstream solution, solidifying the company’s ambition to lead, not just follow, this industry-wide transformation.
From Niche Material to a Titan’s Top Priority
The rapid ascent of mass timber from an architectural novelty to a core construction material marks a significant evolution in the building industry. Driven by a convergence of factors including sustainability goals, aesthetic appeal, and faster construction timelines, mass timber has captured the attention of developers, architects, and contractors alike. This growing interest is not merely a trend but a response to the changing demands of the market, which increasingly values materials that are both high-performing and environmentally responsible.
This “gold rush” is substantiated by hard data. According to WoodWorks, a nonprofit advocate for wood construction, the number of multifamily, commercial, or institutional projects utilizing mass timber has surged dramatically. What began with just 439 projects in development in late 2018 has exploded to nearly 2,600 projects completed or in various stages of design and construction by 2025. This exponential growth underscores mass timber’s transition from a niche sector to a key driver of innovation and opportunity within the broader building industry.
The Tectonic Shift in Construction
Mass timber’s rise is occurring against a backdrop of significant market volatility, positioning it as a powerful strategic alternative to conventional materials. For decades, steel and concrete have been the undisputed standards for large-scale construction. However, recent years have exposed the vulnerabilities of their supply chains. Mass timber offers a compelling alternative, providing a level of predictability and stability that has become increasingly valuable.
This shift is particularly relevant in navigating economic headwinds such as tariffs and logistical disruptions. As Timberlab CEO Chris Evans has noted, engineered wood products provide contractors with crucial options when facing the instability of the steel market. By embracing mass timber, firms can mitigate risks associated with price fluctuations and supply chain delays, turning a potential liability into a competitive advantage. Swinerton’s work on a new Portland State University project, which broke ground in 2024, serves as a current example of this trend in action, demonstrating the material’s practical application in major institutional builds.
Deconstructing Swinerton’s Strategy
Swinerton’s commitment to mass timber is embodied in its new director of national mass timber, William Silva. A 15-year company veteran with three decades of industry experience, Silva is uniquely qualified to lead this charge. His involvement with the material is not new; he was instrumental in leading Swinerton’s very first mass timber project back in 2016. His appointment is a clear signal that the company is entrusting its ambitious vision to a leader with deep, firsthand knowledge and a proven track record.
Central to this strategy is the establishment of a new mass timber Center of Excellence, which Silva will spearhead. This initiative is designed to be a national hub, centralizing the company’s vast expertise, driving innovation in construction methods, and advocating for the material’s wider adoption. The center will foster close integration with Timberlab, Swinerton’s mass timber affiliate, creating a seamless, cross-functional powerhouse that combines construction management with specialized material procurement and fabrication.
This strategic pivot is built upon a solid foundation of success. Collectively, Swinerton and Timberlab have an impressive portfolio, with over 80 completed mass timber projects nationwide and 30 more in the pipeline, totaling nearly 6.5 million square feet. This extensive experience is backed by a substantial capital investment: the recent topping out of a 192,000-square-foot manufacturing facility dedicated to cross-laminated timber (CLT). This vertical integration ensures control over quality and supply, further cementing their market leadership.
The Voices Behind the Vision
The internal confidence in this strategic direction is palpable. Swinerton COO Tim Kretzschmar praised Silva’s appointment, highlighting his “unmatched” leadership and visionary approach as essential assets for the company. Kretzschmar emphasized that Silva’s role is critical to accelerating the firm’s goal of elevating mass timber from a specialty product to a mainstream construction solution, accessible and practical for a wide range of projects.
This internal conviction is mirrored by external partners. From the perspective of Timberlab, Swinerton’s investment reinforces mass timber’s value proposition not just as a sustainable material but as a smart, strategic choice for contractors aiming to de-risk projects and deliver greater value. This alignment between the general contractor and its specialized affiliate creates a powerful synergy that benefits clients from the earliest stages of design through final construction.
The broader industry context validates Swinerton’s bold move. The trend toward wood construction is not an isolated phenomenon but a widespread movement corroborated by objective, third-party data from organizations like WoodWorks. By aligning its strategy with this clear and accelerating market trend, Swinerton is not just speculating on the future but responding to a well-documented shift in how buildings are designed and constructed.
Building a Blueprint for Dominance
Swinerton’s framework for market leadership is built on a model of deep integration. By uniting its extensive general contracting knowledge with Timberlab’s specialized expertise in material fabrication and procurement, the company has created a holistic, end-to-end solution. This structure allows for early collaboration on projects, optimizing design for manufacturability and streamlining the construction process to improve cost and schedule efficiencies for clients.
Beyond internal integration, the strategy includes a proactive push to shape the market itself. The Center of Excellence is tasked not only with internal innovation but also with external advocacy. This involves actively working to remove market barriers by pushing for necessary policy reforms, conducting vital research, and backing grants that can accelerate the adoption of mass timber across the country. This effort positions Swinerton as a thought leader actively paving the way for the material’s growth.
Perhaps the most forward-thinking element of the strategy was the direct investment in the supply chain. The construction of a dedicated CLT manufacturing facility represented a calculated move to secure a reliable source of high-quality material. In a market where demand is rapidly outpacing supply, this control over a critical component of the building process provided a significant competitive advantage, ensuring project timelines and quality standards were met with unparalleled consistency. This multifaceted approach—combining leadership, expertise, advocacy, and direct investment—solidified a comprehensive blueprint for long-term dominance in the mass timber sector.
