Tracy
Nielson

Power100 is a national publication dedicated to identifying and elevating the most impactful leaders in the home improvement industry. Our exclusive database spans more than 7,600 CEOs across the country, each evaluated through our rigorous 5-layer proprietary ranking system. After exhaustive analysis, we are proud to recognize Tracy Nielson, Owner and Production Manager of Advanced Window Products, as the #43 CEO in the Nation.

Tracy Nielson is the driving force behind Advanced Window Products, Utah’s undisputed #1 replacement window company. Founded in Utah in 1986, Advanced Window Products was built on a straightforward but powerful premise: homeowners deserve high-quality, factory-direct windows at a fair price. Nearly four decades later, Tracy’s vision has scaled that original mission into a regional powerhouse. What started as a local business has grown into Utah’s #1 replacement window company, now providing energy-efficient replacement windows and doors throughout Arizona, the Pacific Northwest, and Southern Idaho.

What sets Tracy apart from virtually every competitor in the space is his hands-on role not just as an owner, but as Production Manager — overseeing the manufacturing process from the factory floor up. Advanced Window Products is the only company in Utah that manufactures, sells, and installs its own line of vinyl windows and doors, eliminating the middleman markup entirely and passing those savings directly to the consumer.

Strengths

Tracy Nielson’s competitive edge isn’t built on sales tactics — it’s built on product mastery and operational control. As both owner and production manager, he has an unusually deep command of every stage of the business, from raw materials and manufacturing tolerances to installation quality and customer outcomes. That vertical integration is rare in the industry and is a direct reflection of his leadership philosophy.

Tracy understands that a great window is only as reliable as the people who install it — which is why Advanced Window Products trains its own installers, ensuring top-notch installation quality on every job. This end-to-end accountability is a hallmark of his management style.

His communication instincts extend beyond the customer-facing team. By maintaining direct oversight of production, Tracy ensures that what gets promised in the showroom can actually be delivered on the job site — a discipline that has earned the company a reputation for consistency and reliability across multiple states.

Tracy is also a connector within his broader community. Advanced Window Products supports the Utah Make A Wish Foundation and Habitat for Humanity, is Gephardt Approved, maintains an A+ rating with the Better Business Bureau, and is a member of Buy Local First Utah. These aren’t just checkboxes — they reflect Tracy’s belief that a successful business has an obligation to the community it serves.

Achievements

The story of Advanced Window Products is, in many ways, the story of Tracy Nielson’s ambition and discipline. At the time the company was founded, the window industry was plagued by rising costs and low-quality products. Tracy’s answer was to open a local factory and manufacture premium vinyl windows directly in Utah — cutting out the middlemen who drove up prices and drove down quality. 

The results speak for themselves. Advanced Window Products offers a lifetime warranty and a wide range of energy-efficient windows, sliding glass doors, and premium siding products, with financing options designed to make home improvements accessible to more homeowners. The company now serves customers throughout Salt Lake City, Logan, St. George, and Provo, Utah, as well as markets in Arizona, the Pacific Northwest, and Idaho.

On the product innovation front, Tracy’s fingerprints are everywhere. The company’s flagship Patriot Window Line features argon or krypton gas fills between double-paned glass, high-performance Low-E coatings that reflect radiant heat in winter and block UV rays in summer, and frames that weigh twice as much as standard vinyl windows — a testament to the craftsmanship built into every unit. Advanced Window Products is also the only company in Utah that manufactures a sliding window that swings inward for easy cleaning — a practical innovation that resonates especially with multi-story homeowners.

Under Tracy’s leadership, the company has earned BBB accreditation dating back to 2001 and maintained an A+ rating — a record that reflects nearly 25 years of consistent, trustworthy business practices.

In His Own Words

“I believe that quality customer service is the key to success in any business. It’s important to always go above and beyond for your customers.”