Peachey Hardwood Flooring (PHF), a leading producer of custom, handcrafted hardwood flooring, today announced the appointment of Michael Martin as its new Vice President, Sales & Marketing. Martin, a highly respected hardwood and flooring industries veteran, joins the company after a distinguished 14-year tenure as the President & CEO of the National Wood Flooring Association (NWFA), a period during which he led a significant turnaround and expansion of the organization.  

In his new role, Martin will be responsible for leading sales and marketing initiatives, building upon PHF’s legacy of tradition and craftsmanship, while expanding its market presence. His extensive track record of growth through building long term relationships is expected to play a pivotal role in the company’s next chapter of expansion.  

“In my time as a leader in this industry, I had the unique opportunity to see many mills in North America, as well as abroad,” said Martin. “With its tradition of Amish craftsmanship, quality of Appalachian wood species, and investments in the latest AI driven milling technology, Peachey Hardwood Flooring stands out as a leader committed to quality. With recent capacity increases and plans for brand expansion, there is tremendous potential to make a positive, authentic, and long-term difference in the entire marketplace.”   

Recognized by CEO Update as a top association CEO for his role in the organization’s economic recovery from the housing bubble burst, Martin also cultivated and strengthened industry partnerships and championed key initiatives that addressed the evolving needs of both the hardwood and flooring industries.  

Under Martin’s leadership, the NWFA experienced a period of remarkable growth and financial health. As a founding board director of the Real American Hardwood Coalition (RAHC), he was also pivotal in establishing the first-ever, industry-wide consumer awareness campaign for hardwood products on television with Chip & Joanna Gaines’ Magnolia Network.    

“Michael’s leadership has always been about collaboration and foresight, which are principles we value highly at Peachey Hardwood Flooring,” said Don Coleman, CEO, PHF. “His proven ability to grow and unify an industry makes him the ideal person to help us expand our brand and connect with a new generation of clients.”    

Jeff Fairbanks, President, Peachey Hardwood Flooring and a past chairman of NWFA noted: “Working alongside Michael, I saw firsthand his commitment to advancing the entire wood flooring industry through initiatives like the RAHC and the Gary Sinise Foundation’s RISE program, building homes for veterans and first responders who lost multiple limbs in service. Peachey has long supported this endeavor to provide mobility through hard surfaces back to our veterans and first responders, made directly from the forests they sacrificed themselves to protect.”   

Martin’s appointment is a direct reflection of PHF's commitment to combining its historic foundations with modern advancements, a vision encapsulated in its recent brand positioning, "The Beauty of Nature. Perfected."