The National Wood Flooring Association (NWFA) recently joined a select group of distributor members on an immersive trip to Germany to visit Lägler and Berger-Seidle. The experience shows how collaboration, education, and open dialogue strengthen both the association and the members it serves.
Learning at the Source
Throughout the visit, distributors gained a firsthand look inside Lägler’s engineering and Berger-Seidle’s finishing technologies. The goal was not only to see how products are made, but to better understand how they perform, evolve, and ultimately serve contractor customers.
From factory tours to hands-on technical demonstrations, attendees explored the craftsmanship and innovation behind every machine and finish. They engaged directly with product developers, gaining insights that help bridge the gap between manufacturing and real-world jobsite applications.
“These experiences deepen our appreciation for what our members do every day,” said Stephanie Owen, president and CEO of NWFA. “When members open their doors and share their expertise, we gain valuable perspective on the innovation and passion that drive this industry forward.”
Distributors in Focus
In addition to factory tours and technical education, the trip offered a unique opportunity for NWFA to listen. During a focus group session with the distributor attendees, the discussion centered on how the association can better support them and, in turn, help them serve their contractor customers.
The conversation was candid, collaborative, and full of insight. Topics ranged from education resources and marketing tools to how NWFA can strengthen its role as a connector between manufacturers, distributors, and contractors.
“It was a conversation built on trust,” Owen noted. “Our distributors shared openly about what’s working, what’s changing, and where NWFA can step in to help. It was a moment of real collaboration that gave us a clearer view of their needs and priorities.”
Collaboration that Travels Home
The Germany trip reinforced NWFA’s commitment to connecting the entire wood flooring community through shared learning and partnership. By traveling alongside members, NWFA gained a deeper understanding of how distributors navigate evolving product technology, market expectations, and the ongoing demand for education and support.
The insights gathered abroad will directly inform NWFA’s future programs, helping the organization develop tools and resources that are closely aligned with what distributors need to grow their businesses and serve their customers effectively.
A Shared Commitment to Growth
As the group returned home, one clear theme emerged. This trip was more than an industry visit. It was an exchange of ideas, perspectives, and purpose. It demonstrated how collaboration strengthens not only individual companies, but the entire NWFA network.
In an industry built on craftsmanship and innovation, NWFA’s greatest strength continues to be its relationships with members who share a commitment to learning, listening, and growing together. The Lägler and Berger-Seidle experience stands as a testament to what is possible when members and the association unite around a shared goal: advancing the craft and elevating the entire wood flooring community.
