Thermal modification of wood is a chemical-free treatment that results in improved durability, enhanced resistance to rot and decay, and better dimensional stability. Thermally-Modified Wood (TMW) has multiple applications and offers an opportunity for sustainable and value-added uses for timber resources that are underutilized or affected by invasive species. The use of these resources can improve forest health and create economic opportunities in rural communities. TMW has experienced commercial success in Europe for more than 20 years, but it is in the very early stages of market adoption in the United States. Inadequate marketing efforts have kept consumer awareness of TMW very low, making the main goal of this research to identify the challenges and opportunities for TMW in the U.S. To achieve this objective, a perceptions study among professional adopters of decking materials was conducted. In-person and online surveys were the major data collection methods used. The survey instrument included demographic and perception questions, as well as a conjoint analysis section. Results indicate the level of awareness among professional consumers is growing, but there is currently very little adoption of TMW among this group. Consumers make product adoption decisions based on their perceptions about products’ attributes and benefits. When asked to rate various wood-based decking materials on several attributes, participants perceived TMW’s best attributes to be Durability and Environmental Performance, followed by Aesthetics. Perceptions about TMW’s Availability was rated the lowest among all materials included in the study, which was to be expected because TMW is a relatively new material to the market. It was also found that professional consumer’s perception of TMW’s Cost of Materials was high, but lower and less expensive than tropical hardwoods and wood-plastic composites (WPCs). For the TMW market to increase its competitiveness, it will be important for companies to emphasize these positive attributes, as well as make TMW more readily-available to industry members. Results from this research can help entrepreneurs and established industries create effective marketing plans for TMW products. Specific outcomes include increased understanding professional consumer’s perceptions and preferences towards TMW and competing decking materials, the formulation of business implications, and communication of research results to the TMW industry and other stakeholders.