From river to roofline: Freestone Construction is based on quality, sustainability and community

Owner Jack Norris shares the philosophy, challenges and momentum behind the award‑winning company

Co-owners Alex Gill (left) and Jack Norris (right) have built Freestone Construction into an award-winning success story. — Photos courtesy of Freestone Construction & Property Care

Freestone Construction & Property Care has become one of the Elk Valley’s most trusted names in residential building, but its roots are refreshingly grounded. When Jack Norris and his business partner first launched the company, their goal wasn’t to chase scale, but rather to offer a more complete, locally anchored building experience. That foundation has continued to evolve as the business has grown, now co‑owned by Alex Gill, and supported by skilled local staff known for thoughtful design, high‑quality construction, and a commitment to doing things the right way in a place where reputation matters.

Today, Freestone is recognized for its modern mountain aesthetic, its emphasis on energy efficiency, and its ability to guide homeowners through projects with clarity and care. The company’s recent People’s Choice Award win reflects that community trust, but Norris is quick to credit his crew and the clients who invite them into their homes. In this interview, he shares how Freestone began, what’s driving demand in Fernie, and why building well—and building locally—remains at the core of everything they do.

What inspired you to start Freestone Construction, and what’s behind the name?

Russ and I started Freestone after seeing an opportunity to provide a more holistic building service in the Elk Valley. We wanted to create a company that could handle everything from design through construction so homeowners had one trusted local team to rely on. As the company has grown, so has the team, which has allowed us to take on larger and more complex projects while maintaining that same hands-on approach.

The name “Freestone” comes from fly-fishing. A freestone river flows naturally and responds directly to its environment—like the Elk River that runs through the heart of Fernie. That idea resonated with how we wanted to operate: adaptable, dependable, and grounded in the place we build.

Congrats on the People’s Choice Award! What do you think sets your company apart?

Thank you—we’re genuinely proud of that one because it came from the community. What sets us apart is our transparency and the way we approach relationships with clients. We work hard to make the construction process clear, collaborative, and positive.

We also employ a full-time local crew rather than relying solely on sub-trades, which creates accountability and consistency across our projects.

How do you balance construction and property maintenance under one business model?

The short answer is—we don’t anymore. As demand for renovations and custom homes grew, we made the decision to focus entirely on that side of the business. Stepping away from property maintenance has allowed us to put all of our energy into designing and building high-quality homes and renovations.

What types of projects are most in demand in Fernie right now?

We’re seeing strong demand for carriage homes, laneway suites, and energy-efficient renovations. People are looking for flexible living spaces that can serve as rentals, studios, or homes for family members.

There’s also a continued push toward modern mountain design—clean lines, durable materials, and thoughtful, long-lasting finishes.

How do you incorporate sustainability into your builds?

We design every project to meet or exceed BC Step Code 3, focusing on energy efficiency and long-term performance. That includes high-performance windows, proper insulation, and HRV systems for healthy air exchange.

Beyond the technical side, we believe sustainability comes down to durability—building once and building well so homes last for decades.

What’s the biggest operational challenge you face in a small mountain community?

Supply chains and labour are still ongoing challenges. Lead times for certain materials can be unpredictable, and attracting and retaining skilled trades in a resort town isn’t always easy.

Permitting has improved significantly over the past year, which has helped with project timelines, but it still requires early planning and coordination.

What project are you most proud of and why?

There are a few, but our carriage home line—like the Pocket Chalet—stands out. These designs make high-quality, small-footprint living more attainable in Fernie, while still being built to a high standard.

It’s been rewarding to see how people use them, whether as primary residences, rentals, or family spaces.

How do you manage fluctuating supply costs or material delays?

We’ve built strong relationships with suppliers, which helps with both pricing and availability. We also source multiple quotes for key materials before committing.

We’re upfront with clients about cost ranges and timelines early on, and where possible we purchase long-lead items in advance. Staying flexible with finishes and maintaining clear communication helps keep projects moving.

What do you find most rewarding about this work?

Seeing a client walk into a finished space that we’ve created together. There’s a real sense of pride in building something that will last and that fits the way people live here.

It’s also rewarding to employ local people and contribute to keeping skilled trades in Fernie.

What advice would you give to homeowners planning a major renovation?

Start early and plan thoroughly. Even with improvements to permitting timelines, design, engineering, and budgeting take time.

Have a clear budget with contingency, and work with a team you trust. Communication throughout the process makes a big difference in how the project feels from start to finish.

What are your goals for Freestone over the next few years?

We’re focused on growing in a measured way—adding a few key team members, continuing to develop our carriage home line, and maintaining the level of quality we’re known for.

We’re also putting a lot of effort into improving internal systems, safety, and training, particularly as we bring up the next generation of builders in Fernie.

Is there anything else you would like to add?

We’re incredibly grateful for the support from the community. Fernie has been a great place to build a business, and we try to reflect that by building responsibly, employing locally, and approaching every project with care.