A Milestone For The NWFA: 40 Years Of Excellence And A Vision For The Future
For 40 years, the National Wood Flooring Association (NWFA) has served as the foundation of the hardwood flooring industry, bringing together manufacturers, distributors, contractors, and retailers in a shared commitment to craftsmanship, innovation, and community. As we celebrate this milestone, we reflect on the dedication of our members and the progress we’ve achieved together. Looking forward, we are focused on strengthening our industry for the next 40 years through a robust calendar of events and initiatives.
A Legacy of Endurance and Evolution
Since its founding in 1985, the NWFA has shaped the wood flooring industry through education, standards, and advocacy. Success in this field requires more than a strong start; it demands endurance. It’s about craftsmanship that stands the test of time, businesses that adapt and thrive, and professionals who pursue lifelong learning. Despite changing trends, new technologies, and shifting markets, the NWFA has remained a constant, providing resources to help members succeed.
The strength of the NWFA lies in its members, who excel in their craft and go further to share knowledge, mentor others, and uphold industry values. Their dedication ensures our community thrives. The NWFA’s ability to evolve has kept us relevant for four decades. By identifying trends and addressing challenges, we equip members with the tools they need to succeed. This adaptability has been key to our longevity and will guide us into the future.
Meeting Today’s Challenges with Education
One pressing challenge today is competition from look-alike products. Selling real wood flooring now requires more than offering a quality product; it involves communicating its unique value. To support members in this effort, the NWFA has expanded its educational offerings through NWFA University. Two new programs stand out. The updated Sales Advisor series equips sales teams to promote hardwood flooring with confidence. The Competitive Edge masterclasses provide insights into business and leadership to help professionals grow. Both are designed for on-the-go learning, allowing members to build skills whenever time permits.
These programs reflect our commitment to empowering members in a competitive market. By providing accessible, practical education, we ensure professionals can articulate the benefits of real wood flooring, from its durability to its timeless appeal. This focus on education strengthens not only individual businesses but the industry as a whole.
Through NWFA University, the Leadership Development Summit, and the Flooring Futures Initiative, we are building a resilient industry.
Empowering Leadership and Business Growth
Beyond sales, running a successful wood flooring business requires expertise in leadership, strategy, and operations. Recognizing this, the NWFA has introduced events to address these critical areas. The Leadership Development Summit and Real Answers Business Workshop are designed to equip members with the knowledge and connections to navigate challenges and drive growth.
Last year’s inaugural Leadership Development Summit brought together members for professional development and networking. Attendees gained tools to tackle challenges, build their brands, and foster long-term success. A standout session was the Real Answers Small Business Workshop, where industry leaders shared strategies for finance, marketing, operations, and social media. This opportunity to learn from experienced professionals sparked ideas and built connections that continue to shape the industry.
Building on Success: The 2025 Leadership Development Summit
The success of last year’s Summit has inspired us to continue this tradition. On October 15 and 16, 2025, the NWFA will host the second Leadership Development Summit at Live! by Loews – Ballpark Village in St. Louis, MO. Tailored for contractors and retailers, this event offers training sessions, networking, and Master Mind breakout sessions led by industry leaders. These sessions provide a toolkit for overcoming challenges, developing brand strategies, and driving business growth. Doug Howard of Growth Team Strategies will emcee, guiding discussions to help members shape the future of their companies and the industry.
The Summit also includes the Manufacturers Assembly on October 16, a forum for solid and engineered wood flooring manufacturers. This session will explore challenges and opportunities, with a focus on leadership strategies. By fostering collaboration among manufacturers, the NWFA strengthens the industry’s foundation and promotes innovation.
Supporting the Next Generation
On October 17, the NWFA’s Education & Research Foundation (NERF) will host the second annual NERF Golf Tournament at Missouri Bluffs Golf Club in Saint Charles, MO, near our new headquarters. This optional event, held alongside the Summit, allows members to connect while supporting the Flooring Futures Initiative. Proceeds fund scholarships to remove financial barriers for the next generation of wood flooring professionals, ensuring a skilled workforce for the future.
The Flooring Futures Initiative is a cornerstone of our commitment to the industry’s long-term success. By investing in education, we empower new talent to carry forward the values of craftsmanship and quality that define our field. This initiative, supported by events like the NERF Golf Tournament, reflects our vision for a thriving industry.
A Vision for the Next 40 Years
These events and programs are more than opportunities for growth; they embody the NWFA’s vision for the future. As we celebrate 40 years, we are not resting on our achievements. We are moving forward, fostering connections, and empowering members to lead. Challenges like competition and the need for business growth require creative solutions. Through NWFA University, the Leadership Development Summit, and the Flooring Futures Initiative, we are building a resilient industry.
The Competitive Edge series, an extension of last year’s Summit, further demonstrates our commitment to member success. This program delivers targeted insights to help professionals sharpen their skills and lead effectively. Whether mastering sales, refining operations, or building a brand, the NWFA provides resources to help members excel.
A Community Built on Gratitude
As we mark this 40th anniversary, we express deep gratitude to our members, whose passion and dedication have made the NWFA a vital force. Together, we have built an industry rooted in quality and community. The wood flooring industry is special because of the people who make it thrive: professionals who pour their skill into every project, businesses that adapt to new challenges, and a community that supports one another.
Looking ahead, we must continue to evolve and innovate. By making connections, gaining knowledge, and strengthening our industry, we will ensure the NWFA’s impact for decades to come. This milestone is a moment to celebrate our legacy and recommit to our mission, ensuring real wood flooring remains the standard for beauty and durability.
