Last month, the National Wood Flooring Association (NWFA) took an important step toward deepening our connection with members by convening an in-depth focus group conversation in New York City. I was joined by NWFA Chairman of the Board Steve Brattin, along with former Chairmen Chris Zizza and John Lessick, and Vito Brattin, NWFA Emerging Leaders Council member, to gather a group of NWFA members representing the New York and New Jersey markets.
The session was facilitated by Doug Howard of Growth Team Strategies, who guided the group through thoughtful discussion around the unique challenges contractors and businesses face in their respective markets. Members shared candid insights into what obstacles they are navigating today and how they are planning for growth over the next five years. Just as importantly, they spoke openly about how NWFA can continue to support them in reaching those goals. The evening also included a dinner sponsored by Dinesen, which provided an excellent opportunity for continued conversation and deeper connection among members and NWFA leadership.
The conversation focused on real issues impacting day-to-day business, including working with the architect and design communities, customer expectations, technology advances, and the need for relevant education and technical support. Members also offered valuable feedback on where NWFA is delivering strong value today and where we have opportunities to evolve. These insights help ensure that our programs, resources, and advocacy efforts remain aligned with the realities of the field.
Beyond the focus group, our time in New York included visits to local showrooms and active jobsites. Seeing members at work and hearing directly from them in their own environments added depth and context to the conversations. It reinforced how diverse markets can be across the country and why a one-size-fits-all approach does not always work.
What stood out most during this visit was the willingness of members to engage openly and honestly, even while sitting in a room with their competitors. Their feedback was thoughtful and rooted in a shared desire to strengthen the wood flooring industry. That level of engagement is invaluable, and it helps guide NWFA as we plan for the future.
This New York gathering is just the beginning. NWFA plans to continue this focus group format in other key markets across the country, creating more opportunities for members to share their voices. By meeting members where they are and inviting them into the conversation, we can continue building an association that grows alongside the businesses it serves.
Our strength as an association comes from our members, and our future is strongest when it is built together.