• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • Product Spotlights
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Flooring InstallationCommercial FlooringShows and Events for Flooring

Fuse Alliance: The Rise of the Contractor

By Tanja Kern
Geoff Gordon

“We view ourselves as the fair and impartial network of flooring experts,” said Geoff Gordon, executive director of Fuse Alliance.

GP Flooring Solutions staff
GP Flooring Solutions in Brockport, N.Y., wins Best in Show at the Fuse Alliance Annual Conference in New Orleans.
Todd Bircher, Gordon and Mike Hutton
Todd Bircher, executive vice president, Nebraska-based Floors Inc., which won several Spark Awards, together with Gordon and Mike Hutton, Fuse’s senior vice president.
Geoff Gordon
GP Flooring Solutions staff
Todd Bircher, Gordon and Mike Hutton
May 10, 2018

The flooring contractor’s role in the construction chain has become more important than ever before, and Fuse Alliance is helping its members prepare for their ever-increasing responsibility.

“We feel this is a time of the rise of the contractor,” said Geoff Gordon, executive director of Fuse Alliance, speaking at the organization’s spring conference in New Orleans. “There was a time maybe 10 years ago where some manufacturers were like, ‘Contractors aren’t going to be that important—anybody can install carpet tile,’ but that certainly is not true today. If anything, our role in that chain has gotten bigger, because without us, it’s not flooring until it’s installed.”

Fuse numbers are echoing this sentiment with membership rising to 99 companies—nine new in the past year—and total members doing business in 150 locations. Those members carry clout— generating $1.7 billion in sales, or approximately $1 billion in purchasing power, according to Gordon. Fuse member sales rose about 9% over the last year in comparison to the 3% industry average. In addition, the group added 15 new suppliers over the past year.

“It’s become very sophisticated from an installation point of view, and this is where our network is really thriving,” Gordon said. “We view ourselves as the fair and impartial network of flooring experts, and we think we have somewhat of an advantage in that we speak the language of a lot of different products.”

The conference theme, “Never Miss a Beat,” was designed to help contractors deftly handle the plethora of materials on the market today by nurturing connections with suppliers, enhancing contractors’ ability to problem solve with facilities managers, and addressing installation challenges by sharing best practices. A candid roundtable discussion at the event encouraged members to share pain points and potential solutions.

“Every time I meet with the Fuse group, I take away tremendous positive energy,” said Larry Woodland, executive vice president, Commercial Flooring Solutions, a multi-store, full-service commercial and retail flooring provider in Nova Scotia, Canada. “It’s neat to share real business experiences with dealers…dealers often separated by thousands of miles, borders and often even cultural or political differences but bonded by similar successes and challenges.”

A shortage of qualified labor is a perennial problem, with installers retiring and too few young people entering the trade to replace them.

“People—skilled labor—shortages are common with almost all of us,” Woodland said. “Motivated younger installers are in great shortage seemingly in most every market. National and international installer certification and training is an important step in preparing for the future.”

Fuse recently announced a joint task force with Starnet Worldwide Commercial Flooring to address the issue, with leaders and members from both groups teleconferencing quarterly to develop a plan of action.

“In 40 years in the business, I’ve never seen anything like the pickle we’re in now, but I’ve also never seen more opportunities,” said Robert Varden, vice president of the World Floor Covering Association’s (WFCA) International Certified Floorcovering Installers Association (CFI). He presented Fuse members with an update of CFI’s movement on the issue.

As Floor Covering Installer and Floor Trends have previously reported, CFI continues to host installation trainings at its facility in Forney, Texas, and the organization is working with contractors and manufacturers to develop a network of other training locations across the country and around the world, such as in China, Canada and Brazil. Varden is encouraging companies to host job fairs at high schools and to be open about the salary and job growth prospects.

“Kids are not aware of the job opportunities afforded by the flooring industry or how much money they can make as an installer,” he said.

Direct selling by mills is another issue emphasized by Fuse contractors. “I think we are missing the elephant in the room—the proliferation of direct selling,” said a member during the roundtable. “It is open, it is out there, they use the same estimating software as we do and they are preparing the same diagrams. Until collectively we, meaning flooring contractors, stand up and say, ‘no more,’ it’s just going to get worse.”

More manufacturers are developing turnkey services and using traveling labor crews to do the installation work, so Mike Hutton, senior vice president of Fuse, is advocating for members by calling on major suppliers to cultivate accounts. “Individual companies don’t always have the manpower to do all the work on an account…so we have to do that as a group collectively,” he said.

Moisture mitigation is another major issue among contractors. Too often, responsible flooring contractors are being undercut by competitors who are willing to quote projects without mitigation systems or solutions that do not offer the same level of protection against moisture.

Looking ahead, Gordon said he wants Fuse to be the “go-to network”: “We look at our customers not just as the end user—which is the designer, architect, general contractor—but also the supplier. At the end of the day, we want to provide impartial consultation to make sure we are protecting our customers and giving them what they expect and at the same time protecting our suppliers.”

This article was originally posted on www.fcimag.com.
KEYWORDS: contractors flooring industry associations

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Tanja kern headshot 2023

Tanja Kern is the associate publisher and editorial director of FLOOR Trends & Installation. She is also the host of the FLOORtalk podcast, where she explores the changes and challenges facing the flooring community's thought leaders and creatives. Tanja has been writing about business, design, and lifestyle for two decades, and her work has appeared in publications such as American Way, Better Homes & Gardens, Fine Interiors, Fodor's, Food Channel, CA Modern, Chicago, Fine Interiors, and Los Angeles.

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Installation How-To
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Floor Coverings
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

close

1 COMPLIMENTARY ARTICLE(S) LEFT

Unlock the future of flooring trends and installation techniques with FLOOR Trends & Installation.

REGISTER TODAY

Already a Registered User? Sign in now.

Subscribe For Free!
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Takeaways from the 2024 AHSG Convention & Member Outlook for 2025

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

More Videos

Popular Stories

AHF Products CEO Brent Emore

AHF Products Names Brent Emore CEO

NFM Kansas City Anso Gallery

Nebraska Furniture Mart's Second Anso Gallery Brings Collaborative Retail Model to Kansas City

wenich-mit  iStock  Getty Images Plus  via Getty Images

How Amazon Speed Can Transform Your Flooring Business


Download the Free Moisture Meters Guide

Events

June 9, 2025

NeoCon 2025

A trade show for the commercial interior design industry.

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Investing in your Business

What's Your Top Business Investment Priority for 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • NFA 2023 Fall Meetin Coer d'Alene.jpg

    Margins, Showroom Expansions, Technology Investments Were Top of Mind at the National Floorcovering Alliance Fall Meeting

    See More
  • Fuse Conference Panel

    Innovate to Elevate: Fuse Alliance Conference Draws Record Attendance in Orlando

    See More
  • Windmoeller Bakery Room Scene.jpg

    What the EPA's Assessment of Vinyl Chloride Means for the Flooring Industry

    See More

Related Products

See More Products
  • floordecore.gif

    Black & Decker The Complete Guide To Floor Decor

  • floorfinishes.jpg

    Environmental Impact of Materials: Floor Finishes

  • radiant.jpg

    Radiant Floor Heating, Second Edition

See More Products
×
“We view ourselves as the fair and impartial network of flooring experts,” said Geoff Gordon, executive director of Fuse Alliance.
GP Flooring Solutions in Brockport, N.Y., wins Best in Show at the Fuse Alliance Annual Conference in New Orleans.
Todd Bircher, executive vice president, Nebraska-based Floors Inc., which won several Spark Awards, together with Gordon and Mike Hutton, Fuse’s senior vice president.

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • Product Spotlights
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP