NWFA Real Answers

Recorded at the recent 2026 NWFA Expo, Dana Cole from the Hardwood Federation and Jesse Joyce from Middle Tennessee Lumber join the NWFA Real Answers Podcast to discuss the Hardwood Federation's impact and updates on pending legislation that supports our industry.

NWFA President & CEO Stephanie Owen and Chris Zizza talk with Katie Magoon of People Solutions Center about the common roadblocks that keep wood flooring businesses from reaching their full potential. Learn practical processes to implement, how AI can streamline your operations, the importance of role clarity, building trust with your team, and the key differences between coaching and managing. Packed with actionable insights to boost profitability.

Reid Lambright, president of Lambright Flooring and chair of NWFA’s Emerging Leaders Council, joins Stephanie Owen and Chris Zizza to share his experiences with the council and why building relationships in the industry is key to growing a successful business. He reflects on how connecting with peers and leaders has shaped his journey and opened new opportunities. They also highlight the upcoming Emerging Leaders Panel Discussion and Reception on Wednesday, October 15 at NWFA’s Fall Leadership Summit.

Chris Moran of Pennsylvania Lumbermens Mutual Insurance Company joins Stephanie Owen and Chris Zizza to talk about what to look for when choosing insurance for your hardwood flooring business. He highlights common hazards contractors and manufacturers often overlook, including fire and weather-related risks. The discussion offers practical guidance to help business owners protect their operations and prepare for unexpected challenges.

Stephanie Owen and Chris Zizza are joined by Doug Howard of Growth Team Strategies and Jon Czeranna, co-owner of Wit & Craft and creator of the Brand Lab, to preview the Real Answers Small Business Workshop on October 16. They explore branding and marketing strategies for hardwood flooring businesses, emphasizing the importance of knowing your customer, overcoming the fear of losing bids, and learning to sell on value instead of price. Jon shares a proven framework to help you position your business above the competition, communicate your worth clearly, and attract clients who respect both your work and your rates.

Chris Zizza and NWFA President & CEO Stephanie Owen are joined by Doug Howard of Growth Team Strategies and Lynette Watson of the University of Missouri Extension-Small Business Development Center to talk about running your business proactively instead of reacting to challenges. They dive into managing cash flow, knowing when to invest in equipment, hire, or expand, and how to make decisions that set your business up for long-term success. The conversation highlights practical ways to grow strategically while improving processes and profitability.

Chris Zizza and NWFA President & CEO Stephanie Owen talk with Doug Howard of Growth Team Strategies about the upcoming NWFA Leadership Development Summit on October 15-17, 2025, at Live! by Loews – Ballpark Village in St. Louis. Tailored for business owners and contractors in the hardwood flooring industry, the event features training, networking, and Master Mind breakout sessions focused on overcoming challenges, developing brand strategies, and driving growth. They discuss finding ways to improve business, refine processes, understand profit and margins, and achieve lasting success.

The annual Hardwood Fly-In to D.C. is quickly approaching! This year, we will meet in Washington D.C. from May Tuesday, 13 through Thursday, May 15, to take our story to the Hill. Please make plans to join us as we advocate for the U.S. Hardwood industry in Washington, D.C!https://nhla.com/news/the-hardwood-federation-fly-in-2025-join-us-in-d-c-and-make-your-voice-heard/

Michael Martin and Chris Zizza chat with Ryan Jazdzewski of Jazz Custom Wood Flooring about growing a wood flooring business, the importance of networking, using credit to your advantage, good debt vs. bad debt, and more.

Michael Martin and Chris Zizza chat with Dana Cole about the outcome of the 2024 presidential election last week. Dana Cole is the Executive Director at the Hardwood Federation, a Washington, D.C.-based trade association that represents and advocates for the hardwood industry on Capitol Hill. 

In this special summit wrap-up episode of the Real Answers Podcast, Chris Zizza and Michael Martin recap the highlights, insights, and impactful moments from the NWFA Leadership Development Summit. From expert presentations on marketing and business development to powerful networking opportunities, they dive into what made this event a game-changer for attendees in the wood flooring industry. Join them as they share key takeaways, memorable experiences, and actionable advice to bring back to your business. 

Chris Zizza and Michael Martin chat with Steve Haren, Vice President of Strategic Initiatives at Ring Ring Marketing. Steve shares valuable insights on how to effectively run your hardwood flooring business in today’s digital age. Learn why digital marketing is crucial, how to get your business discovered by consumers, and why relying solely on referrals isn’t enough. Plus, they discuss the power of business reviews and the importance of responding to customer feedback.4oYou said:description tooChatGPT said:ChatGPTIn this episode of the Real Answers Podcast, Chris Zizza and Michael Martin chat with Steve Haren, Vice President of Strategic Initiatives at Ring Ring Marketing. Steve shares valuable insights on how to effectively run your hardwood flooring business in today’s digital age. Learn why digital marketing is crucial, how to get your business discovered by consumers, and why relying solely on referrals isn’t enough. Plus, they discuss the power of business reviews and the importance of responding to customer feedback. Don’t miss this essential guide to elevating your flooring business!

In this episode of the Real Answers Podcast, Chris Zizza and Michael Martin sit down with Chris Ruzicka, Director of Business Development at Carmody MacDonald P.C., a renowned St. Louis-based law firm. They dive into the essentials of creating a straightforward marketing plan and share practical tips on building a robust network for your wood flooring business. Whether you’re a seasoned pro or just starting out, this conversation is packed with insights to help you strengthen your business and navigate today’s market challenges.

Michael Martin and Chris Zizza sit down with Chris Friest, Director of Client Relations at Floorzap, a sponsor of the NWFA Leadership Development Summit. In this episode, they discuss how Floorzap helps small businesses streamline their operations and how the fear of adopting new technology can hold companies back. They also explore the value of attending the upcoming Leadership Summit to gain practical tools for business growth.

In this episode, Michael Martin and Chris Zizza are joined by Caleb Unruh, Director of Marketing at RW Supply + Design, a sponsor of the NWFA Leadership Development Summit. Caleb shares insights into the company’s mission, its commitment to giving back to the community, and strategies for avoiding common small business mistakes. They also discuss the importance of attending the upcoming NWFA Leadership Development Summit in October, and how it can help wood flooring professionals grow their businesses.https://nwfa.org/nwfa-leadership-development-summit/

In this episode, Michael Martin and Chris Zizza welcome Thomas Meyer from SCORE.org. Meyer provides a sneak peek into the essential strategies and tools he will be sharing at the NWFA Small Business Summit this October. Tune in as he breaks down the importance of having an organizational chart, crafting a business plan, and how often it should be updated to keep your company on track. Meyer also shares his insights on how to create a simple, effective one-page business plan and structure your company for growth and long-term success. 

Michael and Chris sit down with Lynette Watson from the Small Business Development Center (SBDC) to dive deep into the financial strategies and key skills that can make or break your wood flooring business. Lynette shares her expert insights on avoiding costly financial mistakes, the importance of reading and understanding financial balance sheets, and how effective coaching and counseling can help you operate more efficiently and sustainably. Whether you're looking to streamline your operations or outgrow your competition, this episode will give you a sneak peek into the valuable knowledge and tools that will be covered at the NWFA's Small Business Workshop this October. Don’t miss this essential conversation for anyone serious about taking their business to the next level.

Join Michael Martin and Chris Zizza as they chat with Thomas Yochim, Deputy District Director of the U.S. Small Business Administration. In this episode, they dive into essential topics like securing loans, accessing resources for starting and growing a business, the ins and outs of selling a business, and crafting a solid business plan. They also explore how the SBA supports small businesses and what to expect at this October's NWFA Small Business Workshop.

Join Michael Martin, President/CEO of NWFA, and Chris Zizza, owner of C&R Flooring, as they talk with Doug Howard of Growth Team Strategies to discuss key strategies for growing your wood flooring business in 2024 and 2025. In this episode, they dive into practical tips for success and emphasize the importance of attending this October's NWFA Small Business Workshop in Saint Louis, MO. Whether you're a seasoned professional or just starting out, this conversation will equip you with the insights you need to take your business to the next level.

Chris Zizza, Michael Martin, Steve Brattin, and Doug Howard discuss the upcoming NWFA Leadership Summit this October and guide a caller through his questions about employee staffing, compensation, organizational charts, and expenses to ensure his business remains profitable. 

Chris Zizza chats with new NWFA members at the NWFA expo to share concrete steps on how to grow a hardwood flooring business.

Michael Martin and Chris Zizza provide an overview of the upcoming 2024 NWFA Expo in New Orleans. They also delve into practical tips for enhancing your business during slower periods.

Elliot Eisenberg, the Bowtie Economist, joins Michael Martin and Chris Zizza to discuss the state of the economy, labor and supply chain issues, inflation, and advice on reducing risk and staying ahead of the financial curve more.

Michael Martin and Chris Zizza chat with Dan Pratt, co-founder and CRO of Broadlume, about the importance of having a good website for your hardwood flooring business.  They discuss do's, don'ts, what a good website should contain, and when is it time to update.

Michael Martin and Chris Zizza record on location at SVB Wood Floors in Kansas City.  A trio of special guests joins them to discuss balancing marriage with building a successful wood flooring business. 

Michael Martin and Chris Zizza chat with Dan Gorsegner of Gorsegner Brothers Hardwood Floors about the importance of following up on estimates, modern customer expectations,   prioritizing customers, handling scheduling mishaps, margins, sustainable growth considerations, and more. 

Michael Martin and Chris Zizza have an in-depth conversation on costs, margin, and building profitable long-term customer relationships with Sam Cobb from RW Supply+Design.  

Michael Martin and Chris Zizza sit down with Sprigg Lynn from Universal Floors, to explore the ins and outs of running a thriving hardwood flooring business. They delve into the secrets of success, offering valuable insights on avoiding common pitfalls, building effective systems, optimizing cash flow, and much more. Whether you're a seasoned entrepreneur or just starting out in the industry, this podcast is your go-to resource for unlocking the keys to a prosperous hardwood flooring business.

Join Michael Martin and Chris Zizza in this episode as they share insights on finding and developing a list of necessary business contacts in your community. Discover how to leverage your network to expand your reach, save money, prepare for the unexpected, and grow your business. 

Michael Martin and Chris Zizza are joined by Jonathan Benner, CFP,  Financial Planner, from LPL Financial.  They discuss guiding principles for your business, saving money and paying yourself first, renting versus owning your building, planning for your business versus your personal life, and more.

Michael Martin and Chris Zizza discuss gaining a renewed sense of focus in 2023, the significance of a positive attitude, making a positive impression, finding inspiration on the road, the importance of follow-ups, and other related topics.

Michael Martin and Chris Zizza share their end-of-the-year perspective on the economy, adjusting to the changing economy, setting personal goals, creating an annual personal financial statement,  time management skills, plans for the Real Answers podcast in 2023, and more. 

Why you should attend industry trade shows, tips to grow your business, trade show do and don'ts, and how to maximize your time.

Michael Martin and Chris Zizza discuss setting yourself up for more custom work, being more competitive in your market, creating a showroom, and taking advantage of business opportunities for 2023.

Michael Martin and Chris Zizza discuss staying busy with a potential recession looming, what to do if you see a slowdown in business, keeping a schedule, standing out from the competition, holiday-based marketing advice, remembering to read the labels, and more.

Michael Martin and Chris Zizza discuss preparing for uncertain times, planning for an economic downturn, the importance of protecting your businesses' operating cash, staying organized, identifying hidden costs, reviewing client lists, characteristics of top customers, and more. 

Sergey Shlyapintokh, Sales Manager of Thermosoft, Joins Chris Zizza and Michael Martin at the 2022 NWFA Expo to discuss radiant heat and hardwood flooring installation and why you should consider offering it to your customers. 

Elizabeth Baldwin, Environmental Compliance Officer for Metropolitan Hardwood Floors, discusses wood trade compliance issues, and why you should consider attending the upcoming IWPA Due Care Week, being held in St. Louis, MO on June 20-24.https://web.nwfa.org/events/IWPADue%20Care%20Week-433/details

Michael Martin and Chris Zizza are joined by Matt Casey of Bona US to discuss the future direction of the NWFA Certified Professionals program, the importance of being certified, separating yourself from competition, and more.   

Elliot Eisenberg, the Bowtie Economist, joins Chris Zizza just before his keynote presentation at the 2022 NWFA Expo Opening Session to discuss the state of the economy, surviving and thriving during a recession, and more. (Recorded April 12, 2022)

Michael Martin and Chris Zizza are joined by Craig Leary, a consultant for Certified Contractors Network.  They cover the importance of having a business plan, what it consists of, and how you can create one for yourself.  They also discuss details of the upcoming Business Plan Workshop at this year's NWFA Expo.https://www.nwfaexpo.org/NWFA2022/Public/SessionDetails.aspx?FromPage=Sessions.aspx&SessionID=434&SessionDateID=29

NWFA Expo Preview - Succession Planning & Combatting New Tax Proposals: Assuring Your Company Remains SuccessfulMichael Martin and Chris Zizza chat with Leon B. Resnick about his upcoming presentation at the 2022 NWFA Wood Flooring Expo - Succession Planning & Combating New Tax Proposals: Assuring the Successful Continuation of Your Company, being held Tuesday, April 12 from 1:00 p.m. - 3:00 p.m.https://www.nwfaexpo.org/NWFA2022/Public/Content.aspx?ID=2251

Recorded at Surfaces 2022, Emily Morrow Finkell and Michael Martin discuss design and flooring trends she sees in the early part of 2022, colors of the year, women in the floor covering industry, and more.

Michael Martin is joined by John Hammel, Senior Director Hardwood and Laminate for Mannington at The International Surface Event (TISE) 2022.  They talk about Hammel's new role at Mannington, new products, coping with supply issues, and more. 

Michael Martin and Chris Zizza close out 2021 discussing the resurgence of COVID-19 and the Omicron variant, and its impact on business.  

When is it acceptable to say 'no' to a customer's request?  Michael Martin and Chris Zizza discuss what can sometimes be a delicate but necessary part of doing business, not only to protect the customer but to protect yourself from bad outcomes.

Michael Martin and Chris Zizza discuss financial housekeeping for your business and how some simple steps today can help you gain financial independence in the future.

Michael Martin and Chris Zizza are joined by Chuck Capone of Charles J. Capone Associates, a concierge service that helps homeowners meet their construction project timelines, budgets and quality control goals. They discuss the role of the owner's representative on the job, the best way to work with them, and more.

Michael Martin and Chris Zizza chat with Matt Bruno of Palermo Flooring to discuss tips on running a healthy and profitable small business, overcoming financial challenges, accounting advice, motivating staff, finding a work/life balance, and more. 

Michael Martin and Chris Zizza chat with John Lessick, President at Apex Wood Floors Inc., about recognizing blind spots, tracking a project from start to finish, and how mentoring, business coaching, and his focus on self-improvement benefits his company and his staff, and more.