Taking Hardwood Forward: Talking Wood Flooring Innovation & Design Trends with AHF Products' Milton Goodwin & Tim Ryan, Part 2

In this episode, Stephen Diggins continues his conversation with AHF Products’ Milton Goodwin and Tim Ryan about the future of hardwood flooring and what contractors can do to build stronger, more successful businesses. They discuss the importance of working with trusted manufacturers, designers and retailers, emphasizing how early collaboration can reduce rework, indecision and change orders while creating better experiences for homeowners. The conversation also explores how designers can actually help contractors and provide the expertise to understand color, texture, scale, pattern and the overall “feel” a customer wants from a room. They also share insights into where wood flooring design and technology are headed, including advances in prefinished flooring, engineered wood, color technology, finishes, sustainability and waterproofing. They discuss how lighting can dramatically change the appearance of a floor, why tactile qualities are increasingly important, and how manufacturers are developing products that create more natural, sophisticated looks. The episode wraps up with practical advice for flooring contractors looking to connect with designers, pursue premium projects, document their experience and build relationships with reputable manufacturers. Find more information about AHF’s Bruce Natural Choice and all AHF products at ahfproducts.com. Read Tim Ryan's article "Commonly Confused: Bond Line Failure and Shear in Engineered Wood Flooring" from the April/May 2026 issue of WFB. Find all the industry news, a massive archive of wood flooring articles, the latest blogs and more at woodfloorbusiness.com.  Follow Wood Floor Business on social media: Facebook Instagram LinkedIn TikTok YouTube Pinterest X Join the Wood Floor Business Community + USED Buy/Sell/Trade Facebook Group.