¿Habla español? TotalWorx, the flooring accessory brand of Shaw Industries Group, will unveil a new Spanish-language catalog and share its latest innovations for professional-level flooring installations at the 2024 CFI FCICA Convention.

Adam Sartain, senior marketing manager of national accounts and TotalWorx, revealed that Shaw will introduce a Spanish print and digital TotalWorx catalog at the convention. The TotalWorx team relied on Shaw’s Associate Resource Groups (ARGs)—teams made up of various demographics—to assist with the translation. One of those ARGs is Conexión, which focuses on connecting and developing Hispanic and Latino employees.

Sartain said supporting the installation community with projects like the Spanish-language catalog is a priority for Shaw and TotalWorx. 

“Without installers, none of this would happen,” he said. "There wouldn't be homes standing with floors in them. At the end of the day, they're the ones who are using the products. They're the ones who are talking to the dealers about what products are the best out there. So, we want to be that tool for them.”

TotalWorx is returning to the CFI FCICA Convention as a Platinum sponsor this year and will showcase a larger presence at this year's show, including more educational and consulting opportunities, and a surprise.  

On Wednesday, October 2 at 2:30 p.m., "Discover SpeedLink Spline" will showcase how the SpeedLink Spline is designed to cut installation time by up to 45% for resilient flooring products, such as SPC and WPC. This technology allows installers to work in two different directions. 

“Say you have a doorway that goes into your living room in a hallway; you'll lay the Spline piece in that doorway and now you can turn one of the sides of your flooring installation to install two sides at once,” Sartain explained. “So, one [installer] can be working back into the living room and one can be working down into the hallway instead of just having two people start in the living room and go one direction through the house.” 

Another product installers will learn about is the Shaw Shower Wall System. This system installs in an hour and comes with everything needed to build a shower installation, waterproof it and prep it for tile. Attendees can view an installation video in the TotalWorx booth to learn more about this system. 

Sartain said he recognizes learning is a two-way street, and he hopes to keep learning from the installation community,

“People who have traditionally been in the flooring industry for 20- or 30-plus years have so much knowledge and so much that I can personally tap into," he said. "I’d like to continue to build those relationships and spend time with people I can learn from and just be the guy who listens and soaks it all in.”