The Future of Lumber, Led by NAWLA
Introducing NAWLA’s New Mission, Vision and Strategic Plan
The lumber and building materials distribution channel is changing faster than ever, and the North American Wholesale Lumber Association (NAWLA) is changing right alongside. Over the past year, we embarked on something significant: reimagining our mission and vision to truly reflect who we are today and the future we’re building together.
This wasn’t a boardroom exercise. These statements emerged from real conversations across our entire NAWLA community. We listened to members at every level of the business, from warehouse managers to CEOs, from family operations to multinational enterprises. We sat down with Board leaders who’ve poured years into this organization. We talked with volunteers who show up because they believe in what we’re doing. Each conversation revealed not just what NAWLA means to people, but what they actually need from us as our industry continues to evolve.
What came out of those discussions honors the legacy we’ve built over decades while positioning us squarely for the opportunities ahead.
Our New Mission:
NAWLA supports the business growth of the lumber and building materials distribution channel by fostering education, innovation and trusted relationships.
Our New Vision:
As the global link to North America, NAWLA prepares current and future leaders across the lumber and building materials distribution channel through education and business connections, driving innovation and fueling sustainable growth.
These statements reaffirm our core values — education, connection, leadership and innovation — but they also push us forward. They capture our commitment to empowering today’s professionals while preparing the next generation of leaders who will shape the future of the lumber and building materials industry.
Updating our mission and vision was only the first step.
To bring these ideas to life, NAWLA has launched a bold, new Strategic Plan for 2026-2028. This roadmap outlines how we will grow, strengthen and support our community over the next three years. It’s built on three key pillars:
Engagement:
Offer a diverse set of opportunities that appeal to the various audiences within NAWLA and foster a culture of engagement that creates a sense of belonging and active participation.
Expansion:
Grow our reach and relevance across North America and beyond and set our sights on doubling our membership through strategic segment expansion and international market development across the industry.
Education:
Deliver meaningful learning experiences that advance every career stage in our industry. In addition to our current offerings, we plan to establish robust in-person and virtual educational offerings.
Together, these efforts position NAWLA not just as a membership organization but as a powerful catalyst for industry growth and leadership development. They ensure that we remain a trusted partner to our members, a connector across the lumber and building materials industry and a forward-thinking force that is shaping the future of our industry.
Thank you for being part of this exciting new chapter. With your support and engagement, we’re ready to continue building, innovating and leading — together.
