Hardwood Floors June/July 2024

CONTENTS

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 Stephanie Owen | Executive Director, NERF NWFA LEADERSHIP

Industry Insights

16 Government Affairs EPA tightens air quality standard.

By Dana Lee Cole

20 Market Matters A tale of two cities.

By Santo Torcivia

Business Best Practices

24 Sales Savvy Presenting your

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

By Paul Reilly

value-added solutions. 28 Sustainability The next evolution of

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 Todd Weyhmiller

sustainable floor renovation. 30 Marketing Upgrade content for better

By Welton Hong

SEO and conversions.

At the Site

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

72 Finish Application The effects of chemical/reactive treatments on wood flooring. 76 Sponsored Content Spirit of innovation.

By Johannes Boonstra

By Berger-Seidle

78 Tech Talk Addressing a floor at the end of its service life. 80 Hardwood Hints DIY track saw.

CONTRIBUTING WRITERS Burt Bollinger Johannes Boonstra

Anita Howard Gene Jarka Libby White Johnston Michael Martin Brett Miller

Paul Reilly Santo Torcivia Todd Weyhmiller

By Jason Elquest

Dana Lee Cole Jason Elquest Welton Hong

Product Focus

ADVERTISING SALES

84 Factory Finished Wood Flooring 86 Finishes, Applicators, Fillers, and Maintenance Products

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

Also in this Issue

6 Chair’s Cut Get to know Steve Brattin. 8 Business Briefs 10 Wood Stock

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 Worldwide audit also helps media companies by documenting the quality of their audiences.

By Libby White Johnston

34 NWFA Wood Flooring Expo Wrap 40 NWFA Service Awards 60 Throwback WFOY 90 New Products 92 Overheard on NWFA Podcasts 94 Wood Talk: Mark Whatley 95 Ad Index 96 Final Coat:

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.

By Anita Howard

CEO’s Message By Michael Martin