Themed "Grab Flooring Success by the Horns," the Floor Covering Installation Contractors Association (FCICA) hosted its dynamic Spring Mid-Year Meeting in Fort Worth, Texas, from March 31 to April 2. The event attracted approximately 80 industry professionals, including 40 commercial flooring contractors from across the nation. Attendees engaged in two comprehensive days of targeted educational sessions covering critical industry topics, including claims management, strategic marketing approaches, ASTM F710 substrate preparation standards, and practical applications of artificial intelligence (AI) in the flooring industry. The Texas venue provided an ideal backdrop for networking opportunities and professional development in the commercial flooring sector.

FCICA announced significant updates to their Certified Installation Manager (CIM) program scheduled for September release. Currently, the organization has certified nearly 450 professionals through the program. The organization addresses recertification challenges by potentially creating specialized certification tracks for sales professionals and non-project managers, implementing dedicated communication channels for CIM-related information, and developing a subscribable calendar showing renewal dates and continuing education opportunities. 

According to FCICA Executive Director CJ Church, there are 307 FCICA member companies and more than 2,600 employees, up from last year’s count of 290 member companies and 2,000 employees.  

Practical Insights & Education

Marco Ludwig, president of Uzin Utz North America, delivered the keynote address, "Thinking Strategically 101," which set the tone for the meeting, encouraging attendees to look beyond day-to-day operations and develop three- to five-year strategic plans. The presentation included eye-opening videos of automated installation technology, including robots installing large-format tile and machines capable of mixing setting materials, applying them evenly, and placing tiles—showcasing potential future industry disruptions. 

This year, the roundtable discussion included associate and contractor members, departing from the previous separate-table format. Moderated by Jeff Johnson, FCIS & retail business marketing manager, MAPEI, and Mike Forcade, special projects, Diverzify, these discussions gathered feedback on how FCICA can better support members, increase ROI for associates, and market the CIM program more effectively. 

Don Styka, director of field services, Tarkett, presented “How to Handle a Claim - From a Contractor Perspective,” emphasizing preventative approaches alongside remediation strategies. His session highlighted how FCICA membership provides direct access to manufacturer representatives during potential claim situations rather than relying on general customer service channels. 

Marketing expert Marissa Luznar, founder and CEO, Riss Marketing, provided actionable branding and promotion strategies tailored for commercial flooring contractors. She engaged directly with attendees, helping them refine their elevator pitches and providing feedback on elements like clear calls-to-action and value propositions. Luznar offered practical takeaways for effective business promotion:  

• Branding is more than your logo—it's how you show up. In a highly competitive, low-margin industry, branding is what differentiates you before the first handshake or bid. It's how you're remembered, referred to, and trusted. 
• If you’re not telling your story, someone else is. Long-time clients and industry contacts may not know all that you do—especially if your company has grown or evolved. Marketing helps you control the narrative and showcase the full scope of your expertise. 
• Marketing isn’t just for “creative” companies—it’s a business tool. Good marketing helps you get to the table. Your people close the job, but marketing gets you on the bid list in the first place. It’s not fluff—it’s fuel for growth. 
• Customer experience is your most underutilized marketing tool. Every touchpoint—from how you answer the phone to how you show up on site—shapes your reputation. Smart, intentional branding reinforces trust and earns repeat business. 

Luznar was a first-time attendee. “I was blown away by the energy and sense of community at the FCICA Mid-Year Meeting,” she said. “From educational presentations to hands-on product demos and on-site tours, it was a great mix of learning and connection. It was inspiring to be in a room filled with leaders who are so passionate about advancing the industry.” 

The ASTM session featuring Greg Mercurio, president, Independent Floor Testing & Inspection, focused on the F710 Standard Practice for Preparing Concrete Floors to Receive Resilient Flooring. As standards continue to evolve, this session provided critical updates on compliance requirements.  

Tom Ellis, VP of marketing and operations, Spec-ID, delivered a session titled “AI: What is It and How to Use It to Enhance Your Business.” Rather than presenting theoretical concepts, Ellis demonstrated practical AI implementations through recorded screen captures showing real-time responses. He demonstrated using AI to analyze contracts, highlighting key points and potential liabilities from complex legal documents. Ellis also showcased voice features and other AI tools that contractors could immediately implement in their businesses. 

On day three, attendees toured Uzin's newest facility in Waco, Texas, an experience that, according to Church, converted many contractors to their products. Brian Preuss, Uzin's VP of sales and a CIM-certified professional, impressed attendees with his presentation on how the company continuously seeks ways to support commercial flooring contractors. Uzin showcased products designed to decrease installation time and reduce costs, while its research & development leadership actively solicited product development ideas from visiting contractors, demonstrating its commitment to customer-driven innovation. 

Looking Ahead to the Nashville Convention 

The upcoming FCICA and CFI joint convention in Nashville on September 16-18, 2025, will be rebranded as "The Unified Flooring Expo" with the tagline "One Industry, One Expo, Unlimited Possibilities." While details are still being finalized, the organizations hope to announce educational programming early to drive attendance. Both groups are evaluating whether to continue concurrent education sessions or shift to sequential shorter sessions and are exploring options for off-site evening events.