Admiral Metalworking Fluids, LLC of SeaTac, WA, offers delivery and service to machine shops of all sizes, with one-to-one service to its customers.
By Jennifer Ferrero
When the digital revolution began in the late 20th century and continued through the 2020s, the promise was that work would become easier, and there would be fewer hands-on tasks. However, as we sit in 2026, mired in a cornucopia of technology and all-inclusive computer systems, one thing remains the same — direct person-to-person customer service still rules the day.
Admiral Metalworking Fluids, LLC (AMF) of SeaTac, Washington, offers handshake services reminiscent of a bygone era. The owners, Jennifer Rahn, CEO; David Smith; and Raúl Esparza, all longtime friends and business partners, feel that their one-to-one customer approach is a cost-saving technique that benefits their customers and improves operations. Rahn said, “You see a lot of neglect in shops when it comes to their coolant. Sometimes it is not understood that properly maintaining the coolant can save them money. It will also eliminate the unpleasant odors that many shops have.” She added, “Your shop doesn’t have to stink.”
Their biggest competition is catalog houses and online ordering of coolants and lubricants. AMF suggested that it’s easy to order online, but that is only half of the job. Their approach is to deliver directly to the customer’s location, find out what they need or any problems they are facing, and make suggestions that will overall, improve their machining operations.
One customer, Nick Honeycutt, GM of Honeycutt Manufacturing, said, “What stands out most about Admiral Fluids is their exceptional customer service. Their team is always responsive, knowledgeable, and genuinely committed to helping us find the right solutions for our manufacturing needs. They go above and beyond to ensure everything runs smoothly, from timely deliveries to quick support whenever we need it. It’s rare to find a partner this reliable and easy to work with.”
Rahn has worked in aerospace and defense manufacturing for 25 years. She worked in the same machine shop for 17 years before she bought it. She has owned and operated this shop for nine years now. When she partnered with Smith and Esparza, the circle was complete. “I bring the experience of the machine shop owner. They bring the experience of the metalworking fluids. It’s not just a sales approach; it’s a team effort. I understand the efforts needed to change over a shop. I know what doesn’t make sense from the eyes of the customer. So together, we make every effort to make it as smooth and cost effective as possible for our customers.” Rahn said.
She said both her partners have been in metalworking fluids service and sales for nearly 30 years combined. It just made sense to build a company based on experience and customer service — a solid team that can provide technical support and solutions to machine shops of all sizes.
Although Rahn’s aerospace and defense machine shop is located in Arizona, they opened their first warehouse in SeaTac. This region’s aerospace industry is made up of thousands of machine shops. It was a good place to start where they could see great opportunities for their service model. They offer in-stock coolant, with delivery and service. AMF now has locations in Arizona and Utah as well.
Manufacturing is an overlooked and underappreciated industry. It is often forgotten that most everything we see in our daily life is manufactured in some way or another. Not every successful person must follow the path of college. In fact, AMF has cited their success without degrees — just hard work and dedication. “We want to open the eyes of younger adults and let them see that not every path has to be college and high student debt. Not everyone needs to be a doctor or a lawyer. Some may think manufacturing, machinist, and welders are blue-collar jobs with low pay and no skill. It is quite the opposite. Skilled laborers are essential. We need these hands-on technical people to help build our country,” says Rahn. AMF’s goal is to work their way into high schools and trade schools to demonstrate the importance of machining careers. The company donates time and materials to schools to show the next generation how they too, can work in manufacturing as machinists or in other roles. They also cited that Utah is above the curve in its educational model and in its introduction to careers in manufacturing. As a team, they noted that it can be difficult to reach students, but even more difficult to encourage parents to consider manufacturing careers for their young adults.
In Phoenix, Rahn said there is a large push toward educating young students about manufacturing. “Recently, we were at a larger shop in Phoenix. Like everyone, they find it very difficult to find new employees. They have a program to bring in high school students and if they can pass an aptitude test, they can have a paid apprenticeship. After a two-year program, they can make about $70,000 a year with no school debt. If you are mechanically inclined person, you can start learning a trade that you’ll have forever,” she added.
AMF is very passionate about manufacturing. Rahn said, “I like meeting new people and going into new shops. I’ve been in the aerospace and defense industry for so long, it is fun to see what other shops are doing and how they do it. We can all take the same blueprint, and make the same part but we all do it differently. Now that I am involved in the metalworking fluid side, I get to see many different industries. It’s very interesting and I learn quite a bit from other shops.”
While AMF is a service-based, coolant distributor, it truly cares about the community, including the future builders of America. This altruism also translates into how they run their business. Smith says, “The first step is to convince the customer that we are here to help. Once we have their attention, we find out what products they need and address the issues at hand. Most times, we will clean out a machine, provide the coolant needed to refill that machine and allow the customer to test the coolant first hand at no cost.”
Additionally, Smith said, “Anyone can sell you a fluid. At AMF, we deliver performance backed by service that works right beside you — day in and day out.” He explained that the difference between ordering from a catalog versus through a service-based company like theirs is personal service. “We talk to the operators who use our products and make sure there are no issues. We check inventory levels and ensure the customer has what they need. We also head off issues before they even occur. It’s not just us selling the product,” he added.
While value for money can seem like a lost art, Esparza explained that they strive to provide more for their customers. They aim to get to know the employees at each shop they work with. For them, it’s more than building a book of business. Esparza said, “Customers don’t know there are less expensive products that still provide the performance they need. Having the right product for the application is what we do. Putting the right product in the right application is the first step in saving money.” AMF works to understand your process, your application, and your challenges, which enables them to provide the best product for the job.
One customer, Mark Neumeier, owner of Neumeier Engineering in Federal Way, said, “Admiral Metalworking Fluids has become a strong ally to our company. David Smith and his employees have consistently gone above and beyond to ensure we are taken care of, from coolant management to new product integration. They are thoughtful about finding savings for our company as opportunities arise. We are extremely happy to be working with Admiral and look forward to a long relationship with them.”
For customers who want to spend their time making parts, and not worrying about lubricants, Paul Kline, owner/president of Sarco Precision said, “Before working with Admiral Metalworking Fluids, we constantly struggled with coolant maintenance, wasting countless hours trying to keep it clean and at the correct concentration. With their installation of the coalescing units and their responsive customer support we spend less time worrying about coolant and more time making parts.”
Mike Lyon, sales engineer with Fuchs Lubricants, added, “As a lubricants manufacturer, we rely on partners who represent our products the right way. Admiral Metalworking Fluids stands out because they focus on solutions, not just sales. They take the time to understand the customer’s operations, equipment, and challenges, ensuring the right product is applied correctly the first time. Just as important, they connect the fluid to the full system, recognizing that performance depends on more than what goes into the sump. They represent our brand exactly how we expect, technically strong, customer focused, and committed to real results on the shop floor.”
While technological advances have been astounding, including in aerospace production machinery, the personal touch of hands-on service and delivery by the AMF team offers a unique distinction in the marketplace, both regionally in the Northwest and expanding nationally. This type of service may be just the ticket for the success of similar aerospace manufacturing businesses.
Contact Information:
cs@admiralfluids.com
844-amfluids
WA Location: 18848 13th Place South SeaTac, WA 98148
AZ Location: 21609 North 14th Ave Phoenix, AZ 85027
UT Location: 5718 W 3500 S Unit 101 West Valley City, UT 84128
