The National Wood Flooring Association (NWFA) is an international not-for-profit trade association with a mission to unify and strengthen the wood flooring community through technical standards, education, networking, and advocacy. In each issue of Hardwood Floors, we will introduce you to one of the NWFA’s members.
Lawrence Skutelsky is director of sales at PID Floors, a family-owned hardwood flooring company. Trained as an architect before joining the family business, Skutelsky brings a design-led perspective to PID’s sales operation, which spans showrooms in New York, Massachusetts, Florida, Texas, and Indiana. He is an NWFA Certified Sales Advisor, a member of the NWFA Emerging Leaders Council, an advocate with the Hardwood Federation, and was on Hardwood Floors magazine’s “40 Under 40” list in 2025.
Tell us something interesting about yourself. Most people in this industry know me for wood flooring, but I’m obsessed with hospitality, architecture, and the way spaces make people feel. I will walk into a hotel, restaurant, or home and start paying attention immediately to the lighting, materials, music, and flow of the space. I think that mindset carries naturally into the work I do every day.
Who has influenced your career the most and why? My family, without question. My dad, Lenny, and my uncle, Ronny, laid the foundation we all build on every day. My brother, Steven, who runs the company today, has shaped me most directly. He has been both my mentor and my challenger from day one, always pushing me to grow, to think bigger, and to hold a higher bar in everything we do. Watching him run this company with both rigor and heart has set the example for the kind of leader I want to be, and I’m grateful we get to do this together.
How did you get started in the industry? Honestly, I never really “started” – I was born into it. PID launched in 1989, and by the time I was old enough to follow a conversation at the dinner table, most of them were about the business. After studying architecture in college, I came back with a clearer sense of what I wanted to contribute, and what was once just home became my career.
What is your favorite wood floor project that you’ve participated in? I can’t pick one. A pre-war co-op on the Upper East Side teaches you one thing; a Miami new build with floor-toceiling glass teaches you another. The luxury retail and hospitality work has a different gravity to it. PID has been lucky enough to supply some of the most respected names in the world, and there’s something quietly powerful about knowing millions of people walk on our floors every year without realizing it.
How has being an NWFA member impacted your career? The NWFA has been central to how I’ve grown professionally. It has given me what every professional really needs – a community that inspires you, challenges you, and motivates you to keep growing. The Certified Sales Advisor program sharpened how I talk about product and performance; the Emerging Leaders Council connected me with the people shaping the next chapter of this industry; and the Hardwood Federation work has given me a real seat at the table on issues that affect every one of our companies. Being named to the “40 Under 40” list alongside so many people I admire was a genuine honor and a reminder that, for this industry and everyone building it, the best is still ahead.
Do you have a morning routine that sets you up for success? Most mornings I try to get to a workout class or some kind of activity, whether that’s tennis or pickleball. After that, I triage my inbox on the way to the office and spend the early part of the morning mapping the day against the calendar. The Florida sunrise has made the early hours a lot easier to love.
What keeps you busy outside of work? Right now, wedding planning. My fiancée, Maxine, and I are getting married this year, and we also are settling into a new life in Florida as I help build out PID’s market there. Beyond that, I have an entrepreneurial streak that never quite switches off.
