Pre-Expo Symposium

Tuesday, April 15 from 8:00 a.m. - 3:00 p.m.

Wood Identification Tips and Techniques: Know More, Guess Less

If you work with wood long enough, you become good at identifying wood species, but every once in a while, you’ll run into a piece you don’t recognize.  In this seminar, Dr. Frank Owens from Mississippi State University pulls back the curtain on the secrets of wood anatomy to boost your wood identification proficiency.  Learn the basics of wood identification with a hand lens and look into the future at some of the technological advancements that will make wood ID faster, easier and more reliable.

The Science Behind Finish Failures

There is a science behind wood floor finish failures. Join our panel of finish experts as they discuss common causes, and the scientific principles behind many finish failures. We’ll examine how factors such as environmental, jobsite, application, and use, can lead to a multitude of finish-related issues. We’ll explore the molecular structure of many of the more common finishes, and how their components, such as the resins and solvents, may respond to different environmental stresses.  By understanding the chemical makeup of the finishes being used on wood floors, the underlying causes of why finishes can fail will become clear. The objective of this course is to help flooring professionals better prevent failures at the jobsite, and to give inspectors a clear direction to begin investigating causes for failure. Finishing a floor correctly is not only an art, but a science.

Moisture Testing Wood Subfloors and Concrete Substrates

The moisture that exists in wood and concrete substrates will affect the flooring installed over them. Properly testing that moisture is how installers can identify products and installation methods that can produce quality results. Join panelists representing Delmhorst Instrument Company, Lignomat USA, Tramex Meters, and Wagner Meters, for an interactive discussion on the science and practical techniques behind proper testing methods of both wood and concrete substrates. Panelists will explore the nuances of achieving accurate moisture measurements, challenges at the jobsite, environmental & jobsite variables, and the latest standards for moisture testing. Come prepared with your questions for this interactive discussion on Moisture Testing Wood Subfloors and Concrete Substrates.

Additional registration required. Pre-Expo Symposium includes lunch. Each participant will receive six (6) CCU credits. For more information on registering for the Pre-Expo Symposium, please visit our Rates and Registration page.

NWFA Certified Sales Advisor Session

Tuesday, April 15 from 8:30 a.m. - 3:30 p.m.

This course provides instruction about different types of wood and their technical attributes as flooring products, how to sell wood against “wood-look” floor coverings, and the benefits of real wood flooring. Also includes minimizing claims and call-backs, guiding the customer to the right species and floor type for their lifestyle, understanding appropriate installation methods and finishes for each project, and developing stronger customer relationships and loyalty throughout the selling process. Participants will have the opportunity to take the written exam for the Sales Advisor Certification at the end of the course.

Additional registration required. Each participant will receive eight (8) CCU credits. For more information on registering for the NWFA Certified Sales Advisor Session, please visit our Rates and Registration page.

How Will You Prepare Your Company for Succession?

Tuesday, April 15 from 1:00 p.m. - 3:00 p.m.

Preparing your company for succession is essential, whether you plan to transition in the near future or years down the road. This session will guide wood flooring business owners—contractors, distributors, and suppliers—through the key steps of succession planning. Attendees will learn how to make their companies more valuable, sellable, and easier to manage, while gaining insights into transition planning frameworks and tools to measure personal readiness to exit. Topics include why business transitions are vital, common reasons for not transitioning, eight factors that drive company value, and actionable steps to create and implement a successful transition plan.

Doug Howard is the President and Senior Consultant at GrowthTeam Strategies, with over 30 years of experience helping business owners navigate growth and prepare for long-term success. Through training, webinars, writing, facilitated meetings, and one-on-one consulting, Doug has built a reputation for delivering complex business strategies in a relatable and engaging way. A graduate of the Wharton School of Business, Doug also previously owned a consulting company for 17 years with offices in Alabama, Arizona, Virginia, and Maryland. His diverse background includes serving as a Carroll County Commissioner for eight years and working as the Director of Miller.

Additional registration required. For more information on registering for Succession Planning, please visit our Rates and Registration page.