Michael Westbrook: Leading with Process, Partnership, and Performance

On November 4, 2024, Nu-Way Industries began operating out of its new Elk Grove facility. The move was still in progress. Equipment hadn’t fully settled, assembly areas were unfinished, and teams were working through the disruption that comes with any relocation.

Then a customer called with an urgent, same-day parts request.

For Chief Operating Officer Michael Westbrook, that answer wasn’t complicated. The team delivered. 

Moments like this represent the baseline expectations of a reliable manufacturing operation. “First and foremost, you’ve got to deliver quality parts, and you have to deliver them on time,” Westbrook said. “Those are not requests. They’re requirements. Anything beyond that? That’s where the partnership comes in.”

This mindset of steady execution first, improvement second has defined Westbrook’s leadership throughout a year of significant transition for the company. 

Steady Leadership in Times of Change

Over the past year, Nu-Way navigated both a major facility relocation and leadership transitions following the passing of senior partner and President, Steve Southwell. Through all these changes, the priority remained clear: protect customer commitments while stabilizing internal operations. 

Westbrook’s approach was straightforward: keep communication open, remove process bottlenecks, and make sure teams had what they needed to perform. 

The results were tangible. Lead times that stretched to 10 to 12 weeks during the move were reduced to four to six weeks, with many sheet metal fabrication jobs now trending under four weeks, depending on complexity.

For Westbrook, improvements like these aren’t driven by quick fixes. They reflect a disciplined focus on understanding process flow, identifying breakdowns, and strengthening systems so performance becomes repeatable. The emphasis is always on addressing root causes rather than symptoms, a philosophy that reinforces accountability and long-term reliability. 

Built from the Shop Floor Up

Westbrook’s perspective was shaped long before the executive office.

He began working in manufacturing while still in high school and earned a degree in Industrial Engineering while working second shift as a manufacturing engineer. After graduation, he spent 17 years with another manufacturer, advancing through operations leadership roles and ultimately serving as Vice President of Operations.

When he joined Nu-Way in 2011 as Director of Operational Excellence, he brought both technical expertise and hands-on credibility. Over time, he led materials, operations, and continuous improvement initiatives before being named Chief Operating Officer.

Working across functions gave him a systems-level view of the business. “[Nu-Way’s President, Mary Howard] knew that I understood how it all connects, how it all flows,” Westbrook said. “If I understand that and put the right team in place, and we keep working on improving those flows, things will get better.”

A Process-First Leadership Style

Westbrook doesn’t describe himself as a top-down leader. Instead, he focuses on building strong teams and creating clear, repeatable processes.

Rather than dictating solutions, Westbrook empowers people closest to the work to solve problems and continuously improve. When something goes wrong, his approach is to examine the process first. “Let’s work through it. Why did this occur? Where is the process breaking down?” he said. “I always start with a process issue.”

It’s a pragmatic philosophy rooted in accountability and trust, not quick wins or short-term fixes.

Redefining the Customer Relationship

Beyond operations, Westbrook is equally focused on how Nu-Way engages with customers. He draws a clear distinction between transactional relationships and true partnerships.

“I start off conversations with existing customers and potential new ones with the desire to create partnerships,” he said. “Keep in mind there’s a big difference between a customer and a partner. A customer buys things from you. A partner is in this together with you.”

Under his leadership, Nu-Way increasingly engages earlier in the product lifecycle, collaborating with customers on design for manufacturability, cost optimization, and lead-time reduction. The goal is to contribute expertise, not simply production capacity.

Looking Ahead

As manufacturing becomes more data-driven, Westbrook is guiding investments in upgraded business systems and analytics tools that provide faster visibility into performance and enable quicker decisions.

“Businesses are run by numbers,” Westbrook said. “The better and quicker you can get to that information, the better off you’re going to be.”

It’s the same principle that has guided his career: understand the process, improve the flow, and deliver consistently.

If you’re evaluating a manufacturing partner for a new program or an existing product, Nu-Way’s team is ready to help. Contact us to discuss your project needs.