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.
William Church is the president of Appalachian Lumber Co. Inc., a family-owned manufacturer with a focus on flooring, stair parts, mouldings, millwork, and furniture parts. The company is a longtime NWFA member, attending or exhibiting at the annual Expo for approximately 30 years, and has earned NWFA/NOFMA certification.
Tell us something interesting about yourself.
My family and I live in the foothills of the Blue Ridge Mountains in North Carolina. My wife, Robin, and I have been blessed with three children and three grandchildren. We live on a small farm where we raise cattle and horses, and we enjoy the slower pace and beauty of rural life.
Who has influenced your career the most and why?
Without question, my dad. He demonstrated the kind of work ethic and work-life balance required to run a family business. He was honest, fair, and was a trader at heart. He loved to make a deal! While my dad passed in 2022, his influence in my life lives on. I am tremendously grateful for both my mom and dad who were exemplary parents.
How did you get started in the industry?
I grew up, you might say, with sawdust in my blood. My grandfather and my father were both deeply involved in the forest products industry, operating sawmills, concentration yards, and buying standing timber. As a third-generation member of the industry, I loved the business and always had a desire to follow in my dad’s footsteps. That opportunity came in 1982 when, at 21 years old, I purchased a used moulder from my uncle and started manufacturing custom wood products.
What is your favorite wood floor project that you’ve participated in or had your product featured in?
The ones that bring me the greatest satisfaction are the truly custom, one-of-a-kind projects for clients looking for something exceptional. Those jobs require close collaboration from concept to completion, and that’s where our team thrives. Whether it’s wide plank flooring, herringbone, chevron, parquet, end-grain flooring, or a one-of-a-kind staircase, we enjoy helping customers turn their vision into reality.
How has being an NWFA member impacted your career?
I started attending the NWFA Expo about 30 years ago and have been a regular exhibitor for more than 20 years. Through those events, I’ve built relationships that have expanded both my knowledge of the industry and my professional network. The NWFA has played an important role in our company’s continued growth and success, and I’m grateful for the opportunities it has provided over the years.
What are you listening to right now?
I enjoy listening to Christian music. Everything from Bluegrass Gospel and Southern Gospel to contemporary worship music. Do you have a morning routine that sets you up for success? My morning routine has not changed much over the past 30 years. Most days begin around 5:30 a.m. with a time of personal devotion, including Bible reading, study, and prayer. That time has become the foundation of my day.
What keeps you busy outside of work?
Family is at the top of the list. My wife and I still very much enjoy going on dates and taking short trips together whenever we can. We both love spending time with our children and our grandchildren. I am involved actively in our local church, where I teach Sunday school. I also serve on two local boards, FaithFest and our county’s Economic Development Commission. Both give me the opportunity to invest in our community in meaningful ways.
To learn more about how to join the NWFA or take advantage of the benefits of being a member, visit NWFA.ORG/MEMBERSHIP or call 800.422.4556.
