WFCA outlines strategic initiatives for a stronger flooring industry in 2025
The World Floor Covering Association (WFCA) has commenced 2025 with an array of strategic initiatives aimed at fortifying the flooring industry. Emphasising acquisitions, enhanced training programmes, and a concerted push for collaboration within the sector, the WFCA underlines its role as a catalyst for positive transformations.
Central to these initiatives is the WFCA’s recent acquisition of Flooring Consultants and Inspection Training Services (FCITS), widely regarded as a premier certification body for flooring inspectors. This move not only broadens the WFCA’s outreach but also serves to enrich the training, resources, and support available to flooring professionals across various specialties. Scott Humphrey, CEO of WFCA, highlighted the success of a recent inspector training session held in Las Vegas, which attracted over 40 participants, reaffirming the considerable demand for such educational programmes.
In addition to acquisitions, the WFCA has forged a partnership with the Certified Tile Education Foundation (CTEF) through its subsidiary, the Committee for Floor Covering Innovation (CFI). “CFI has been wanting to work with CTEF for a long time,” said Humphrey. “We just signed an agreement with them that we will do their entry-level certification training, and then for the advanced training they’ll go to CTEF.” This cooperative approach seeks to foster deeper collaboration within the industry, whereby resource sharing and support can benefit all parties involved. Humphrey noted that while acquisitions are valuable, they are not the singular solution; working alongside other associations is equally vital.
WFCA Board Chair Sam O’Krent expressed the association’s commitment to strategic growth through acquisitions that align with their objectives. “It’s not that we are looking to grow, but if growth comes through the acquisition of other entities, then we’re all for it,” he stated. This proactive stance demonstrates the association's readiness to explore beneficial opportunities.
Another significant initiative is the WFCA’s leadership training programme, known as SEAL, designed to nurture robust leadership qualities within the flooring sector. In collaboration with Lead Every Day, famed for its leadership training with Chick-fil-A, SEAL offers a self-guided, four-month curriculum. “It’s the only certification program for leadership in the flooring industry, and it’s life-specific, not just flooring-specific,” O’Krent noted. The programme features bite-sized daily video lessons, guided reflections, and monthly coaching calls. Last year, 150 individuals successfully completed the training, with an ambition to double that number in 2025, reflecting an enthusiastic reception.
Moreover, Women in the Floorcovering Industry (WiFI) is integrating the SEAL programme into its offerings, successfully launching an all-female cohort under the guidance of an exclusive female coach. Two additional cohorts led by WiFI are planned for the upcoming year.
The Floor Covering Education Foundation (FCEF) remains a cornerstone project under WFCA's umbrella, boasting partnerships with 26 trade schools nationwide. O’Krent remarked, “Trade schools are the future of FCEF,” citing the rapid expansion from zero to 26 states in a short period. However, obtaining sufficient funding continues to be a challenge. Initial contributions from the WFCA and donations from industry manufacturers have provided a foundation, yet broader participation is imperative. The WFCA is advocating for a penny-per-square-foot donation model to facilitate a consistent funding stream that minimizes the financial burden on individual companies.
Furthermore, the WFCA’s advocacy extends to legislative matters in Washington, D.C., where it lobbies for the continuation of the pass-through tax structure, which is poised to expire at the end of 2025. O’Krent underscored the importance of this advocacy work, indicating that many retailers may be unaware of the extensive efforts made on their behalf.
With its unwavering focus on education, leadership development, and collaboration across the flooring industry, the WFCA aims to enact enduring change throughout 2025. As Humphrey affirmed, “We’re tackling the biggest challenges facing the flooring industry, and we’re committed to finding solutions that benefit everyone.”