The World Floor Covering Association (WFCA) kicked off the year with a series of impactful initiatives aimed at strengthening the flooring industry. With strategic acquisitions, expanded training programs and a push for industry-wide collaboration, the WFCA is positioning itself as a driving force for positive change.
The group’s initiatives key on three critical areas:
Acquisitions, partnerships
At the close of last year, the WFCA announced the acquisition of Flooring Consultants and Inspection Training Services (FCITS), a leading certification body for flooring inspectors. This acquisition was a key step in WFCA’s broader mission to unite and elevate the flooring industry by expanding access to essential training, resources and support for professionals across various sectors. According to Scott Humphrey, WFCA CEO, the organization recently held an inspector training session in Las Vegas with over 40 attendees, underscoring the demand for these programs.
Early in 2025 the WFCA also partnered with Certified Tile Education Foundation (CTEF) via CFI to further support the industry’s broader training initiatives. “CFI has been wanting to work with CTEF for a long time,” Humphrey explained. “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. So, acquisitions are not the sole solution. We want to work more hand-in-hand with other associations in any way we can. If we can do that through partnership, we’re fine with it. But if they feel like they don’t have the support they need to make a difference, then we’ll look at acquisition if it makes sense.”
Sam O’Krent, WFCA board chair, noted, however, that continued strategic acquisitions will be on the docket for 2025. “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. If it’s in our lane, if it makes sense, if we can make that organization better, if it will support the industry—then we’re absolutely all over it.”
Leadership training
WFCA’s leadership training initiative, SEAL, is making waves in the industry. Designed to foster strong leadership skills, the program offers a four-month, self-guided curriculum developed in partnership with Lead Every Day, the team behind Chick-fil-A’s renowned leadership training.
“It’s the only certification program for leadership in the flooring industry, and it’s life-specific, not just flooring-specific,” O’Krent explained.
The program includes daily, five-minute video lessons, guided reflections and monthly coaching calls. Last year, 150 individuals completed the training, and O’Krent said he hopes to double participation in 2025.
“People are blown away by how good it is, and it’s affordable—$299 per individual or $999 for a company to enroll 10 people,” O’Krent said.
For the WFCA, the key will be for high-level executives to take the plunge and tout the benefits of the program. “Research says only 10% of leaders ever go through any type of leadership training,” O’Krent noted. “They’re elevated into the position and it’s like taking an installer who’s never learned professional installation and expecting them to be better on their own. It just doesn’t happen organically. So, this is one way you can invest in that time.”
Women in the Floorcovering Industry (WiFI) is also leveraging the SEAL program, having successfully launched an all-female cohort with a dedicated female coach. Two additional WiFI-led cohorts are scheduled for 2025.
Expanding collaboration
The Floor Covering Education Foundation (FCEF), another WFCA initiative, is growing rapidly with 26 trade school partnerships nationwide. These programs are designed to combat the installation crisis by attracting high school graduates to the flooring industry.
“Trade schools are the future of FCEF,” O’Krent said. “We’ve gone from zero to 26 states in a short time, and that number will only grow.”
Despite these successes, funding remains a challenge. “Like any startup, we need continuous support,” O’Krent explained.
WFCA initially contributed $1 million, and some manufacturers have stepped up with donations. However, more industry-wide participation is needed. WFCA is advocating for manufacturers to adopt a penny-per-square-foot donation model, which would seamlessly generate funding without significant financial strain on individual businesses.
Beyond training, WFCA remains active in Washington, D.C., lobbying on behalf of the industry. One of its key focuses is advocating for the continuation of the pass-through tax structure, which is set to expire at the end of 2025. “Retailers may not even realize how much we do on their behalf in Washington, but we’re fighting for them every day,” O’Krent noted.
With a clear focus on leadership, education and industry collaboration, WFCA is set to make a lasting impact in 2025. As Humphrey put it, “We’re tackling the biggest challenges facing the flooring industry, and we’re committed to finding solutions that benefit everyone.”
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