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FEATURES

ON THE COVER 44

40 Under 40 By Libby White Johnston Hardwood Floors is honored to recognize 40 industry professionals under the age of 40 who are helping to determine the future of the wood flooring industry. Meet the 2024 “40 Under 40” whose accomplishments have established them as some of the industry’s brightest stars.

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Pin Moisture Meters for Wood Floors By Grete Heimerdinger Depending on the wood species, smaller or larger dimensional changes occur when the moisture content changes. Therefore, the first step toward a successful floor installation is to ensure that the wood is at the correct moisture content.

Tool Maintenance Schedules By Brett Miller

Tools are the backbone of any successful installation, refinishing, or repair job. This article includes simple tool maintenance practices you can employ to ensure your tools are performing reliably as they are expected to perform.

PUBLISHING PARTNERS

CONTENTS

Industry Insights

PUBLICATION ADVISORY COMMITTEE Robert McNamara | Chair, Sheoga Hardwood Flooring Jason Elquest | Blackhawk Floors Inc. Steve Brattin | Chair Michael Martin | CEO Anita Howard | COO Brett Miller | VP, Technical Standards, Training, & Certification Stephanie Owen | Executive Director, NERF NWFA LEADERSHIP

18 Government Affairs Election 2024.

By Dana Lee Cole

22 Market Matters Strengths and threats to the economy.

By Santo Torcivia

26 Design Trends Flooring set to embrace

By Bryan Hodges

optimism and bring joy to interiors.

Business Best Practices

Lenny Hall | Endurance Floor Company Inc. Kevin Mullany | Benchmark Wood Floors Inc. Jim Schumacher

30 Technology Protecting yourself

By Chad Ogden

from credit card fraud. 32 Marketing Reaching the next generation. 36 Special Content Tools for small businesses.

Libby White Johnston | Publisher | libby.johnston@nwfa.org Burt Bollinger | Editor | burt.bollinger@nwfa.org Brett Miller | Technical Editor | brett.miller@nwfa.org Rhonda M. May | Creative Manager | rhonda.may@nwfa.org Amy Burris | Digital Manager | amy.burris@nwfa.org Bridget Norlie | Engagement Manager | bridget.norlie@nwfa.org PUBLICATION TEAM

By Tyler Powell

By Doug Howard

42 Sponsored Content Luxury wide plank hardwood flooring.

By Olde Wood Ltd.

14 Research Park Drive St. Charles, Missouri 63304 P : 800.422.4556 Local : 636.519.9663 F: 636.519.9664 E: news@hardwoodfloorsmag.com W: hardwoodfloorsmag.com

At the Site 72 Education International collaboration for education. 76 Sponsored Content A proven paradigm in finish technology.

By Jon Namba

By Odie's Oil

78 Tech Talk Getting creative with tools at the jobsite. 80 WFOY Winner Spotlight Best Parquetry: H&M Flooring Design Inc.

CONTRIBUTING WRITERS Burt Bollinger Steve Brattin Dana Lee Cole Grete Heimerdinger Bryan Hodges

Jon Namba Chad Ogden Tyler Powell Santo Torcivia

Doug Howard Libby White Johnston

Reid Lambright Michael Martin Brett Miller

By Burt Bollinger

Product Focus

ADVERTISING SALES

86 Tools, Moisture Meters, Supplies, Nailers, and Fasteners

Katie Schenk Advertising & Media Manager katie.schenk@nwfa.org | 636.736.5230

Also in this Issue

6 Chair’s Cut

By Steve Brattin

Hardwood Floors (Print: ISSN 0897-022X and Online: ISSN 2475-5125) is published on a bi-monthly basis, plus the Annual Industry Guide, by the National Wood Flooring Association and distributed as a membership benefit to its member companies and without charge upon request to qualified individuals throughout the wood flooring industry. Single copy price is $8, annual Industry Guide is $50. Subscriptions: $40/year (includes 6 issues and Industry Guide) in the U.S. and Canada. Publication office: 14 Research Park Drive, St. Charles, MO 63304. Phone: 800.422.4556. Printing office: Walsworth, 306 N. Kansas Ave., Marceline, MO 64658. Printed in the U.S. Periodicals postage is paid at Chesterfield, MO and at additional mailing offices. POSTMASTER: Send address changes to Hardwood Floors, P.O. Box 9147, Lowell, MA 01853. Copyright © 2024 by the National Wood Flooring Association. All rights reserved. Reproduction in whole or in part without written permission is strictly prohibited. Hardwood Floors' subscription base is AAM audited. An AAM audit provides advertisers and agencies with assurance that what they choose to invest in does, in fact, reach target audiences for specific ads. The AAM audit also helps media companies by documenting the quality of their audiences.

8 Business Briefs 12 Wood Stock

By Burt Bollinger

40 Emerging Leaders Empowering the future of the

By Reid Lambright

hardwood flooring industry. 82 Special Content NWFA welcomes new Certified Professionals. 92 TISE Preview 96 Special Content NWFA joins USFS in establishing forest and wood product carbon data platform 98 New Products

100 Overheard on NWFA Podcasts 102 Wood Talk: Michelle Kingsbury 103 Ad Index

104 Final Coat: CEO’s Message

By Michael Martin

We’ve crafted the inventory of products you need.

With years of dedication and skill, you've mastered the art of flooring installation, honing your craft to perfection. We've meticulously crafted an inventory that includes premium hardwood flooring, high-performance sanders, robust flooring adhesives, durable finishes and more. Our selection is designed to ensure that every project you undertake is supported by the highest quality products, allowing your craftsmanship to shine through in every detail.

Find your local branch: HorizonForest.com/contact 22 LOCATIONS | 1,000’S OF FLOORING PRODUCTS

CHAIR’S CUT A Meaningful

Steve Brattin Chair, NWFA

CAREER

Do you love what you do? For a lot of us in the wood flooring industry, it is not just a job. We are passionate about creating a work of art that serves as the foundation on which people live their lives and make memories in their homes. Angi’s recent Skilled Trades in America Report echoes that by stating 90 percent of tradespeople are satisfied with their careers. That is an extraordinary number. Professionals in the report cited finding meaning and value in their work, the overall compensation, and flexible work hours as some of the top reasons. Meanwhile, the labor shortage continues for wood flooring companies. Hardwood Floors magazine’s 2025 NWFA Industry Outlook survey showed that 57 percent of members still struggle to fill critical positions. Nearly 80 percent of respondents said the challenge was about the same in 2024 as it was in 2023. The same Skilled Trades in America Report found 70 percent of tradespeople view the labor shortage as problematic. And workers in the age group of 25 to 44 were more likely to say younger people are not joining the trades due to stigmas surrounding trade roles. They cited increasing involvement in high school trade prep programs and investing more in trade schools could help expose more young people to these career paths. There are so many roads you can take in the wood flooring industry. Whether it is creating a custom inlay, grading lumber, marketing products, or creating tools to make the job easier, there truly is something for everyone. This is evident as you read through the profiles of those featured in Hardwood Floors magazine’s 40 Under 40 list, starting on page 44. While many of these young industry leaders were born into the industry, others fell into it and found the career of their dreams. Once you’re in, the possibilities are endless. My work with wood flooring has taken me places I never expected to be, provided a wonderful life for my family, and allowed me to build a generational business. Whether you have been in the wood life for five or 50 years, we all should be sharing how much we love it and bringing others along for the ride. Some ways we can do this include participating in career fairs and visiting local high schools and trade schools. Additionally, NWFA has an approved Wood Flooring Specialist apprenticeship with the Department of Labor. This helps NWFA members attract and retain a qualified and skilled workforce, and also will provide a clear career path for those new to the trade. Opportunities exist for employer funding, while apprentices will be able to earn and learn on the job.

PHOTOS COURTESY OF NWFA

It’s a reminder that the best way to turn a job into a career is through education. The NWFA offers more than 350 online courses in the NWFA University and hands-on training events for all skill levels. Contact the NWFA today at 800.422.4556 or visit nwfa.org for details.

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BUSINESS BRIEFS

MANUFACTURER MEANDERINGS

CONTRACTOR CORNER

Brent Emore has joined AHF Products as chief financial officer. In this role, Emore will provide financial leadership for the business and report directly to AHF Products president and CEO Brian Carson.

Taylor Murphy has been named the newly appointed vice president of operations at Footprints Floors.

Brent Elmore

Kährs Americas has announced two promotions within the company’s leadership team. Troy Fritts has been promoted to sales director, direct sales – Southeast Region, and Emily Holmes-Williams, vice president of residential sales and product management, has taken on the added responsibility of U.S. category management.

Taylor Murphy

DISTRIBUTOR DOINGS

Troy Fritts

Emily Holmes-Williams

Elias Wilf and Franklin International, the company behind the Titebond brand of adhesives and sealants, have entered a partnership. Elias Wilf has a presence in a nine-state region in the mid-Atlantic region stretching from New York to North Carolina.

Patrick Lumber Company’s board of directors has announced the appointment of Natalie Heacock as the new president.

LP Building Solutions (LP) has appointed Jeremy Sellers as vice president of OSB sales and marketing.

Jeremy Sellers

Natalie Heacock

AHF Products featured in Barnwood Village project Mark Bowe, host of the hit TV show “Barnwood Builders®,” has a brand-new project: Barnwood Village guest cottages. The three cottages feature Bruce® Barnwood Living flooring, a collaboration with AHF Products for solid and engineered hardwood flooring.

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Sheoga Hardwood Flooring is the latest company to earn NWFA/NOFMA Mill Certification from the National Wood Flooring Association. NWFA/NOFMA certification assures a manufacturer’s wood flooring meets or exceeds industry standards for grade, configuration, moisture content, and average board length.

MAPEI on the right track MAPEI celebrated the close of the 2024 NTT INDYCAR SERIES season that featured performances from Marco Andretti and Kyle Kirkwood, both driving MAPEI-sponsored cars. The company will continue the partnership in 2025.

HARDWOOD FLOORING

BUSINESS BRIEFS

Is it Real Wood? Is it Refinishable?

MANUFACTURER MEANDERINGS Mercier has announced the expansion of and promotion within its sales team. Kellie Kenney has been appointed the new sales director and business development for Canada and the Pacific Northwest. Kelly Lynn Devitt joined the team as the new territory manager for the Northeast. Mélissa Lépine has been promoted to regional sales manager for Quebec, Canada.

Kellie Kenney

Kelly Lynn Devitt

Mélissa Lépine

RETAILER ROUNDUP Floor & Decor has opened new locations in Davie, Florida; West Palm Beach, Florida; Austell-Mableton, Georgia; Portland, Maine; North Kansas City, Missouri; Turnersville, New Jersey; Cuyahoga Falls, Ohio; Warwick, Rhode Island; and Bailey’s Crossroads, Virginia. PID Floors debuted its new design conversations about design inspiration and innovation. Empire Today has appointed Kristin Prudhomme as president of Empire for Business, the company’s B2B arm. Showroom Pricing was featured in the documentary series “Viewpoint focused online video series, Beyond the Surface, with episodes appearing on YouTube and their website, featuring

The hard surface maketplace is full of confusion. The NWFA Engineered Wood Flooring Refinishable Program cuts through the clutter and identifies real wood flooring products with wear layers thick enough to be sanded & refinished. LEARN MORE ABOUT THE PROGRAM AND VIEW THE COMPLETE LIST OF CERTIFIED MANUFACTURERS

with Dennis Quaid.” The nationally broadcast segment highlighted the company’s technology and its impact on flooring showrooms.

NWFA.ORG/MANUFACTURING/ 800.422.4556

Wood Stock

Partnering with the 2K Foundation, NBA star Jayson Tatum, center, funded a complete overhaul of the Mathews-Dickey Boys & Girls Club gym, including a fully refinished gym floor completed by Luis Perez, owner of Hero Flooring LLC, below.

ALL-STAR

TRANSFORMATION

PHOTO COURTESY OF NWFA

By Burt Bollinger Luis Perez, owner of Hero Flooring LLC, recently took on a project that perfectly encapsulates his passion for creating vibrant, meaningful spaces through flooring. The Mathews-Dickey Boys & Girls Club of Greater St. Louis – a beloved community hub – had a gym floor in dire need of refurbishment. When the 2K Foundation and NBA star Jayson Tatum stepped up to sponsor the renovation, Perez found himself at the helm of a project that would have a lasting impact on the local youth.

gym that had given him so much during his formative years. Partnering with the 2K Foundation, Tatum funded a complete overhaul of the gym, including fresh paint, a new scoreboard, and, most importantly, a fully-refinished gym floor. As a final touch, Tatum wanted to leave a lasting mark on the floor – a design that would represent his journey and inspire future generations of athletes. “I didn’t understand how much history was in this gym until I got there,” Perez admits. “It has been around for a long time, and there’s such a rich legacy in this building. To be a part of it, to be a part of what it represents, is a real honor.”

The Mathews-Dickey Boys & Girls Club has a rich history. Founded in 1959, it has provided the St. Louis community with sports programs and other resources for decades. Tom Sullivan, the club’s director, has been with the organization for more than 50 years and remembers when the gym floor was little more than tile. “It started out as a community room,” Sullivan recalls. “Later, we managed to raise enough money to put down some wood flooring, but it had been there for a very long time without ever being sanded.” Jayson Tatum, the five-time NBA All Star who grew up playing at Mathews Dickey, felt a strong connection to the

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“I didn’t understand how much history was in this gym until I got there. It has been around for a long time, and there’s such a rich legacy in this building. To be a part of it, to be a part of what it represents, is a real honor.” — Luis Perez, owner of Hero Flooring LLC

The gym floor presented unique challenges. The original wood floor, which had been installed over a tile base many years ago, had never been properly sanded or maintained. “We came in, and the first thing we did was sand the floor down to the raw wood,” Perez explains. “We then applied a water-based product, and once we had the floor ready, they gave us the design to bring to life.” The design was special, incorporating colors that held significance for the community and Tatum himself. The vibrant green represented the Boston Celtics, the red symbolized Tatum’s high school colors, and the blue paid tribute to the Mathews-Dickey Boys & Girls Club. The bold colors were not just a design choice – they carried with them the history and pride of the community. “It was incredible to be able to create something with such meaning,” Perez reflects. “The colors represent where Jayson comes from and where he has been, and now the kids will play on that floor and see themselves in him.” As the final touches were made, Perez could only imagine the children’s reactions when they saw the floor for the first time. “The way the floor looks now, with all the color and freshness, it’s even better than getting paid for the job,” Perez says with a smile. “That’s what we do it for.”

PHOTOS COURTESY OF 2K FOUNDATION

Jayson Tatum, the five-time NBA All-Star who grew up playing at Mathews-Dickey, felt a strong connection to the gym that had given him so much during his formative years. Tom Sullivan, the club's director, is grateful to see the gym returned to its former glory, especially in a way that will inspire future athletes.

you, but they want the best,” Sullivan says. “And this floor is the best. It represents a young man, Jayson Tatum, who came from this very organization and is now one of the greatest players in the world. They like to play in cool, safe places, and now they have that.” Perez’s attention to detail and commitment to quality have left a lasting legacy at the Mathews-Dickey Boys & Girls Club. The newly refinished court is more than just a basketball floor; it’s a symbol of hope and opportunity. “The newly renovated court, with its bold colors and intricate design, stands as a testament to the power of community,” Perez says. “It’s more than just a basketball court – it’s a place where these kids can come to play, grow, and be inspired. It’s incredible to be a part of something that will have such a lasting impact. When they walk in and see this space, it’s like showing them what’s possible, and that’s something I’m really proud of.”

For Perez, who has worked on everything from residential floors to major athletic projects, the opportunity to leave a mark on this historic gym was particularly rewarding. “What I love about the wood flooring industry is the variety,” Perez explains. “One week, I’m working on a family’s living room, and the next, I’m in St. Louis, renovating a court for the Boys & Girls Club. It’s not just about making money – although it’s a well-paying trade – it’s also about the fulfillment that comes from projects like this.” Perez attributes much of his success to the innovations within the flooring industry, which have made projects like this possible. “There are so many cool tools and products out there now,” he says. “We were able to do something special here, and that’s a thrill.” Sullivan, for his part, is grateful to see the gym returned to its former glory, especially in a way that will inspire future athletes. “Children may not always tell

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Wood Stock

Carlos Mongalo, program director of the National Flooring Contractors Apprenticeship Program (NFCAP), is passionate about more than just filling job vacancies in the wood flooring industry. For him, it’s about building communities, nurturing young talent, and passing down skills to the next generation of flooring professionals. One recent project, however, took his dedication to a whole new level – a glow-in-the-dark flooring project that not only pushed creative boundaries, but also inspired his apprentices to dream big. The unique project, housed at the Treasure Island Job Corps Center in San Francisco, California, was part of a larger initiative to provide both students and the community with a functional and eye-catching recreational space. Originally, the client requested a simple flooring replacement for their recreational room, thinking along the lines of standard carpet. However, Mongalo had another vision in mind. “They asked us if we could replace the flooring in their recreational room and they were thinking of just using carpet,” Mongalo explains. “But I thought, why not take it up a notch and do something cool? I pitched them the idea of glow in-the-dark wood flooring, and they loved it!” Mongalo’s creative vision for the project wasn’t just about aesthetics. He saw an opportunity to engage his students in the process from start to finish, giving them hands-on experience in both creating and installing an innovative flooring solution. “The size of the area was about 3,000 square feet,” Mongalo says. “This space is specifically for recreational use, where students can play pool, ping pong, and just hang out after school. So, it needed to be something fun, but also durable.” The glow-in-the-dark flooring, branded under the Glowry Collection, used solid ash and engineered ash planks. “We used ash because it absorbs stain well and has this really cool grain effect after you sand it,” he notes. The flooring was treated with a fluorescent stain that glows in the dark when exposed to black light. “It’s a two-part effect,” Mongalo explains. “The LIGHTING THE WAY PHOTOS COURTESY OF CARLOS MONGALO | NATIONAL FLOORING CONTRACTORS APPRENTICESHIP PROGRAM By Burt Bollinger

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fluorescent stain glows under black light, and the glow pigments charge up so that when the lights are off, the floor stays illuminated.” For Mongalo, this project wasn’t just about creating a visually striking floor, but about giving his students a meaningful experience. “We have our own training facility on the campus, and this was a perfect opportunity for the students to get hands-on experience,” he shares. “We put two students in charge as foremen. They trained with me and also went through an NWFA class. They weren’t just learning how to install a floor; they were creating something from scratch.” The project had its challenges. The first step was to remove the existing carpet, which had been glued to the concrete subfloor. After the carpet was torn out, they faced dealing with stubborn adhesive residue. “We had cement masons come out with their concrete grinder, but they couldn’t get all of the adhesive off,” Mongalo recalls. “That’s when a local rep stepped in with an amazing machine that we didn’t even know could grind concrete. It saved the project.” Once the subfloor was prepped, Mongalo and his students installed the solid and engineered ash flooring using a glue-down method. The ash planks were 7 inches wide and 4 feet long, with a 1.5mm ash face. The students themselves applied the glow-in-the-dark stain, sanded the floors, and applied three coats of water-based polyurethane to give it a durable finish. “The hardest part? Sanding 1,280 pieces by hand!” says Mongalo. “We had to hand sand every single piece of flooring. It was grueling work, but it paid off in the end.” In the end, the project was more than just a flooring installation – it was an experience that deeply impacted the students involved. “The foremen who led the project were so inspired by the process that they’re now thinking about becoming

flooring contractors themselves,” explains Mongalo. “They don’t just want to be installers – they want to have their own companies one day. And seeing that passion come to life is what makes this job worth it.” Mongalo sums it up perfectly: “It took me 10 years to get to where I am today, but these students are learning everything in less than a year. Seeing

THE FUTURE OF THE FLOORING INDUSTRY IS IN YOUR HANDS WHAT WILL YOU DO TO HELP? them create this floor from start to finish and watching them gain confidence and skills they can take with them into their careers – that’s what makes me feel like I’m fulfilling my purpose.” Through the NFCAP, Mongalo is not only teaching students how to install floors – he’s giving them a foundation for a future in the flooring industry. “The mission is to plant that seed,” Mongalo says. “These students aren’t just learning a trade, they’re learning how to build a career.”

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Wood Stock

VICTORIAN MASTERPIECE

By Burt Bollinger

Jason Vivash of J.L. Vivash Custom Wood Floors has recently completed an impressive dining room and kitchen floor project in his 1860s Gothic Victorian home in Ontario, Canada. This renovation combines traditional craftsmanship with modern technology, reflecting Vivash’s dedication to his trade and his careful approach to preserving the character of a historic residence. The project showcases both Vivash’s woodworking expertise and his ability to honor architectural heritage while implementing modern flooring techniques. “This floor was a long time coming,” recalls Vivash. “I hand-cut 400 square feet of patterned flooring three years ago, but the project got sidetracked until I felt the urgency to return to it.”

The inlay design was inspired by 18th-century French marquetry furniture, characterized by curved darker borders, light flourishes, and exotic flower inlays. Vivash’s Gothic Victorian home, with its dark mansard-style slate roof, white corbels, and pillars, was the perfect backdrop for this intricate design. “The idea was to mirror a detailed plaster medallion I’d built on the ceiling years ago, creating a cohesive and ornate look throughout the space,” he says.

PHOTOS COURTESY OF JASON VIVASH | J.L. VIVASH CUSTOM WOOD FLOORS

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For this project, Vivash combined traditional craftsmanship with modern technology, using both a CNC bed and a 150W laser cutter. The floor design centered around a 5’ x 9’ elaborate medallion set inside a hand-cut basket weave pattern.

“The idea was to mirror a detailed plaster medallion I'd built on the ceiling years ago, creating a cohesive and ornate look throughout the space. I look forward to showcasing this level of work to future clients. If you want to sell it, you have to show it.” — Jason Vivash, J.L. Vivash Custom Wood Floors

home’s pine tongue-and-groove subfloor had numerous low areas and rolls across the room’s 16’ width and 22’ length. He decided to aim for a degree of rolling flatness, using an 8’ straight edge and varying thicknesses of plywood to build up the subfloor before gluing and screwing 1/2” birch plywood sheets overtop. “The subfloor needed a lot of work to get it ready for the basketweave parquet and inlays, which were all 8.5 mm square edge solid direct glue down,” says Vivash. With the subfloor issues addressed, Vivash centered the patterned floor on the dining room table, ensuring perfect symmetry of cut pieces on either side of the inlay. To lay the medallion, he divided the design into four sections, using a large format printer to create a map for assembly. He then glued the medallion pieces in place, starting with the center oval, followed by the four corners and the curved border, always using large router templates for reference. Once the medallion was dry, Vivash used a Festool plunge router to cut out the wenge inlays. The final task was inlaying the four fleur-de-lis and four diamonds, adding a decorative touch, and filling the joint seams on the curved basket weave details. “With the floor being 8.5mm solid, I was able to give it a good sanding to flatten everything out,” he explains. “We sanded up to 180 grit, then buffed in Odie’s Oil for a silky smooth finish.” Vivash acknowledges that working with 8mm square edge solid wood requires careful consideration of wood movement, especially in Ontario’s fluctuating climate. Not shockingly, after completing the floor, he noticed some minor movement and heard a few noisy pops. He was able to address these issues effectively using epoxy injections. “In the end, it was a pleasure creating this floor for our family home, and I look forward to showcasing this level of work to future clients,” says Vivash. “If you want to sell it, you have to show it.”

Several key design elements were incorporated into the floor. The basket weave field featured 4” quartered white oak pickets flanked by 1/2” cherry strips, while the 8" blocks were book-matched quarter-sawn walnut. The inlay boasted a CNC-cut center oval starburst made from ambrosia maple with walnut shadow lines and scalloped ends. Curved outer walnut bands were adorned with laser-cut holly flourishes, wenge shadow lines, leopardwood flowers, and yellow heart stamen. The four corners between the border and oval center featured intricate laser-cut curved basket weave designs made from ambrosia maple with 11/2” x 21/2” leopardwood curved diamond inserts. Adding to the complexity, Vivash included 400 pieces of 3/16” wide yellow heart dowel throughout this section. The final touch was four intricate fleur-de-lis inlays made from holly, wenge, yellow heart, and bloodwood – a motif Vivash previously had used in his home’s entryway medallion and front door stained glass window transom. “To join these large elements together seamlessly, I used 1/2” wide wenge feature strips to separate the key design elements,” explains Vivash. “This method required careful planning and precision cutting to ensure everything fit perfectly.” Subfloor preparation was critical for this project. The uneven subfloor in the 150-year-old house posed a significant challenge, requiring careful planning to achieve the desired precision. Vivash found his

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GOVERNMENT AFFAIRS INDUSTRY INSIGHTS

The GOP regained control of the U.S. Senate with 53 seats in the 100-seat chamber, picking up seats in West Virginia, Ohio, Pennsylvania, and Montana. Democrats won several tight races and will have 47 seats in the minority. For the first time in 17 years, Senate republicans will hold a vote to decide their leader, as Senator Mitch McConnell (R KY) steps aside. Democratic Senator Chuck Schumer (D-NY) will retain his role as minority leader in 2025. The House caucuses will also likely continue with current Speaker of the House Mike Johnson (R-LA) and current Minority Leader Hakeem Jeffries (D-NY) continuing to lead their parties, although roles may switch depending on which party takes what is sure to be a very slim majority. – needing only 270 – and won the popular vote. He will be sworn in January 20, 2025. Public opinion polling on the presidential race over the last few months consistently showed that November 5 promised to be a nail biter. In fact, commentators and political experts were forecasting that we would not see final results until days after the election. This turned out not to be the case. It was pretty clear early in the evening that the Donald Trump/JD Vance ticket was going to hold swing states that were on the margin and prevail in key battlegrounds like Pennsylvania. Michigan and Wisconsin were called for Trump the next day. Trump currently has 295 electoral votes

PHOTOS COURTESY OF ADOBESTOCK ©

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By Dana Lee Cole

In addition to party leadership changes, important moves on key committees of interest to the Hardwood Federation will also occur. In January, Senator John Boozman (R-AR) will take the helm of the Senate Agriculture, Nutrition, and Forestry Committee. The current committee chair, Senator Debbie Stabenow (D-MI), is retiring which will allow Senator Amy Klobuchar (D-MN) to move up as the ranking member on this committee. Both Boozman and Klobuchar have been strong supporters of the hardwood forest product sector. Not only have they been avid proponents of the Wood Innovation and Community Wood Grant programs, but also supportive of export promotion programs that we rely on which are authorized and funded as part of the Farm Bill. The Senate Environment and Public Works Committee will also be under new leadership with Senator Shelley Moore Capito (R-WV) moving from ranking member to chairman. Senator Capito has also been an enduring champion of the hardwood industry and appreciative of the jobs our sector supports in her home state. The panel she will chair has the lead on EPA-related issues (air, water, and waste) as well as transportation and supply chain issues like truck weight reform.

In the House, there about 18 races that have yet to be called, but as of this writing, republicans had 214 and democrats 203 seats in the 435 member lower chamber. At press time, most pundits believe the republicans will prevail and enter 2025 with a very slim majority in the House.

No Delays, Just Deliveries From Sea to Shining Sea

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Government Affairs (Continued) The current chairman – Senator Tom Carper (D-DE) – is retiring and the role of ranking member may be filled by Senator Jeff Merkley (D-OR). On the Senate Energy and Natural Resources Committee, current Ranking Member John Barrasso (R-WY) would ordinarily slide into the chairman’s role, but he is running unopposed for Senate Republican Whip and will not be serving on this panel in the 119th Congress. Likely to take the chairmanship is Senator Mike Lee (R UT). Current Chairman Joe Manchin (D-WV) is retiring, and that role may be filled by Senator Martin Heinrich (D-NM). Finally, on the Senate Finance Committee, the existing chair and ranking member will flip with Senator Mike Crapo (R-ID) leading the panel and Senator Ron Wyden (D-OR) moving to the ranking spot. Again, as we have noted, tax policy will be a primary focus of Congress and the administration next year and finance holds the pen in the upper chamber on all things tax related. In the House, there about 18 races that have yet to be called, but as of this writing, republicans had 214 and democrats 203 seats in the 435 member lower chamber. At press time, most pundits believe the republicans will prevail and enter 2025 with a very slim majority in the House. If the current trend holds, a few key members of Congress that are strong champions of our sector will remain in key positions of influence. Primary among them is Rep. Glenn “GT” Thompson (R-Pa), chairman of the House Agriculture Committee. His panel produced a Farm Bill reauthorization measure that was reported out of committee on a bipartisan basis, but never saw floor action. That bill included language reauthorizing and funding both the Wood Innovation and Community Wood Grant programs as well as beneficial forestry and forest management provisions. Importantly, the bill also doubles funding for the Market Access and Foreign Market Development programs for which the Hardwood Federation has been advocating. Likewise, Rep. Bruce Westerman (R-AR) will continue to chair the House Natural Resources Committee – the panel in the House that leads on federal forest and timber-related policy issues as well as the Endangered Species Act. Westerman is the only member of the House with a forestry degree and his district is also home to scores of wood and pulp and paper product manufacturing facilities. The lame duck session of the 118th Congress convened on November 12. We expect very little in the way of substantive legislating save for a continuing resolution to fund the government into March of 2025. Action on a Farm Bill and tax policy will be punted to the 119th Congress which convenes January 3. As the Hardwood Federation looks to next year with a new Congress and a new administration, we intend to remain laser focused on our key federal public policy priorities. These include:

The Farm Bill: Enacting a final reauthorization bill that hopefully doubles, but at least maintains, key funding for our export promotion programs that our sector relies on to open up and sustain overseas markets for U.S. hardwood products. Tax: Restoring key business tax benefits that have been allowed to lapse or begin phasing out, including 100 percent bonus depreciation and the research and development tax credit, as well as extending the 20 percent tax deductions for pass throughs that expires at the end of 2025. Biomass: In addition to our Farm Bill advocacy on biomass, reauthorizing our biomass carbon neutrality appropriations rider and educating incoming EPA officials about the carbon neutral nature of forest biomass energy. One area of concern with the incoming administration is its campaign rhetoric around tariffs. While some industry sectors benefited from tariffs on competing materials, including flooring, the retaliatory tariffs imposed by China on lumber and log exports during the first Trump Administration were devastating for much of the industry. The Hardwood Federation intends to ramp-up our education efforts in the coming weeks to ensure that policymakers understand that overreliance on tariffs will have profound unintended consequences and should be used with tactical precision, not only for our sector, but any grower or employer that relies on export markets. Each new administration and Congress presents its own set of challenges and opportunities. While some are clear today, others will emerge as the new players take their seats at the table. We look forward to the work ahead and having introductory meetings with new members of the 119th Congress after they are sworn into office in January. Dana Lee Cole is the executive director at the Hardwood Federation, a Washington, D.C.-based hardwood industry trade association that represents thousands of hardwood businesses in every state in the United States and acts as the industry advocacy voice on Capitol Hill. She can be reached at dana. cole@hardwoodfederation.com.

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INDUSTRY INSIGHTS

MARKET MATTERS

STRENGTHS AND THREATS TO THE ECONOMY

USTRY INSIGHTS RKET MATTERS engths and Threats to the Economy Santo Torcivia ages = stock of showing inflation arrows, money]

U.S. real gross domestic product (GDP) growth will slow in 2024 and match the prior year's wth. Economic growth is forecasted to fall slightly in 2025 and remain flat in 2026 as the nomy adjusts to lowering interest rates before returning to trend growth (+2 percent) in 2027. e Federal Reserve has pulled down the inflation rate and, lacking any unforeseen situation, uld finally return inflation to a manageable annual growth rate of slightly above 3 percent. e Fed’s target rate for inflation is 2 percent. There is a clear, direct correlation between ation and energy costs. Controlling energy costs is a major step in lowering the rate of growth nflation. Figure 1 - Real GDP Annual Growth ADOBESTOCK ©

The U.S. real gross domestic product (GDP) growth will slow in 2024 and match the prior year’s growth. Economic growth is forecasted to fall slightly in 2025 and remain flat in 2026 as the economy adjusts to lowering interest rates before returning to trend growth (+2 percent) in 2027. The Federal Reserve has pulled down the inflation rate and, lacking any unforeseen situation, finally should return inflation to a manageable annual growth rate of slightly above 3 percent. The Fed’s target rate for inflation is 2 percent. There is a clear, direct correlation between inflation and energy costs. Controlling energy costs is a major step in lowering the rate of growth in inflation.

U.S. REAL GDP ANNUAL GROWTH

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Annual % change in the inflation-adjusted value of the total domestic economy Annual % change in the inflation-adjusted value of the total domestic economy FIGURE 1

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By Santo Torcivia

KEY ASSUMPTIONS AND STRENGTHS OF THE U.S. ECONOMY: Housing starts currently are above 1.35 million units annually and will continue to aid economic growth through 2029, with starts averaging 1.5 million units. Starts increasingly favor single family units (70 percent of total starts), which average 50 percent greater floor area over multi-family units. Housing construction is getting a push from builder incentives, baby-boomer downsizing with generally considerable equity to offset higher home prices and interest rates, and investment firms financing single family homes built for rent. Residential home improvements will grow slowly through the first half of 2024 and then accelerate in the second half of 2024, growing at a moderate clip throughout the forecast period as households, unwilling to sell their current low interest financed homes in a desirable neighborhoods, remodel their residences.

Consumer spending is slowing as many consumers’ finances are being stretched by inflation, rising debt levels, and slowing employment growth. Real personal disposable income will grow at an inflation adjusted annual rate of 2.0 percent or greater through 2028, largely driven by moderate growth in skilled and technical worker employment increases and wage growth. Income growth will endure headwinds resulting from weak employment growth due to automation and a decline in unskilled labor jobs through 2029. Non-residential building construction will grow throughout the forecast period, especially for education, transportation facilities, health care, lodgings, and institutional building types. Conversely, office, religious, amusement and recreation, and retail building construction, except for retail warehouses, will decline slightly. FACTORS THREATENING THE U.S. ECONOMY INCLUDE: • High energy prices impact all areas of the economy. • Inflation will continue to be an issue among key commodities. Inflation saps consumer spending power and reorders the

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Market Matters (Continued) o Federal debt will exceed $34 trillion for the U.S. by the end of 202 interest on this debt ($800 billion per annum) will be nearly equal annual defense spending budget for the same year ($849 billion). debt will continue to rise, and payments on this rising debt will abs of the federal budget. o Slowing employment growth will stymie economic growth. In 20 percent of hiring was by government and 39 percent by quasi-gov education and health care sectors, leaving 36 percent of new jobs (=974,000 new jobs for the full year or 81,000 jobs per month) bei in the private sector. o Other potential threats to the U.S. economy include a widening the Ukraine or Middle East, new conflicts in Taiwan, the Persian G other areas; a major domestic civil disturbance; another global pa major trade war threatening prices and logistical trains; or or other catastrophe. The Index of Leading U.S. Economic Indicators are predicting a downturn. Figure 2 The Index of Leading U.S. Economic Indicators are predicting a downturn. ADOBESTOCK ©

purchasing priorities of affected households.

• Deficit spending will weaken the U.S. dollar by increasing the money stock, raising the federal debt, and put upward pressure on inflation. • Federal debt will exceed $34 trillion for the U.S. by the end of 2024, and the interest on this debt ($800 billion per annum) will be nearly equal to the U.S. annual defense spending budget for the same year ($849 billion). Federal debt will continue to rise, and payments on this rising debt will absorb more of the federal budget. • Slowing employment growth will stymie economic growth. In 2023, 25 percent of hiring was by government and 39 percent by quasi-government education and health care sectors, leaving 36 percent of new jobs (=974,000 new jobs for the full year or 81,000 jobs per month) being created in the private sector. • Other potential threats to the U.S. economy include a widening war in Ukraine or the Middle East, new conflicts in Taiwan, the Persian Gulf, or other areas; a major domestic civil disturbance; another global pandemic; a major trade war threatening prices and logistical trains; or other catastrophe. 24 hardwood floors hardwoodfloorsmag.com

% CHANGE IN INDEX OF LEADING U.S. ECONOMIC INDICATORS

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% Change in Index current quarter versus same quarter prior year Composite index of 11 factors that forecast the business cycles of the U.S. economy Santo Torcivia is president of Market Insights LLC in Reading, Pennsylvania. He can be reached at 610.927.2299 or storcivia@marketinsightsllc.com. % Change in Index current quarter versus same quarter prior year Composite index of 11 factors that forecast the business cycles of the U.S. economy FIGURE 2

This is a summary of the September 2024 Quarterly Market Monitor Report publish Insights LLC. NWFA members have exclusive access to the full report, which provi and analysis of economic, market, and industry conditions and trends affecting the American flooring market. The report includes a historical and forecasted volume o of total wood flooring (at mill sell price) per metro area and state. Separate reports for the United States and for Canada. The availability of the reports on a quarterly b provide NWFA members with current data that can help them develop business pla inventory, and react to market conditions in a timely manner. NWFA members may the full report by visiting nwfa.org. This is a summary of the September 2024 Quarterly Market Monitor Report published by Market Insights LLC. NWFA members have exclusive access to the full report, which provides forecasts and analysis of economic, market, and industry conditions and trends affecting the North American flooring market. The report includes a historical and forecasted volume of dollar sales of total wood flooring (at mill sell price) per metro area and state. Separate reports are available for the United States and for Canada. The availability of the reports on a quarterly basis will provide NWFA members with current data that can help them develop business plans, prioritize inventory, and react to market conditions in a timely manner. NWFA members may download the full report by visiting nwfa.org.

DESIGN TRENDS INDUSTRY INSIGHTS

PHOTOS COURTESY OF AKZONOBEL

JOY TO INTERIORS Flooring Set to Embrace Optimism and Bring Color is one of the fundamental cornerstones of any interior design scheme, and flooring is the groundwork on which the entire scheme unfolds. Choosing the right color and the perfect finish for the floor is imperative and often starts and ends with natural wood flooring. That’s not surprising, given that it continues to be the most popular flooring choice for homeowners in North America. But the hardwood floor sector never stands still because color trends are always evolving.

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