As the convention’s sole Titanium Sponsor and Certified Flooring Installers’ (CFI) executive strategic partner, the company plans to engage in educational initiatives, networking opportunities, and other programs aimed at reinforcing the flooring installation sector.
Alfredo Donjuan, Mohawk’s vice president and general manager of Performance Accessories, expressed enthusiasm for the continued partnership, stating, “We are proud to continue supporting CFI and the installers who play such an important role in our industry.”
Convention Highlights
The company will organize a private roundtable discussion for installers on November 10 from 1:00 to 2:00 p.m., featuring Mohawk representatives alongside members of the newly established Mohawk Performance Accessories Installer Advisory Council. The gathering will explore the future of flooring installation, address current industry challenges, and identify ways to bolster the installer community.
Additionally, Mohawk will host the convention’s welcome reception on November 10 from 6:00 to 8:00 p.m. in Ballroom A/B.
Educational Workshops
Mohawk will present three specialized sessions to help installers enhance their expertise and business operations. Justin Hicks, senior director of marketing for wood, laminate, and accessories, will present strategies for leveraging social media to promote installation work, engage with clients, and strengthen professional branding.
Bruce Gentry, field service manager for Mohawk Group, will introduce the company’s new Hero Flooring series and guide attendees through installation techniques focused on efficiency and long-term customer satisfaction. Sandon Carson, Mohawk’s field service manager for wood and laminate, will cover stair installation methods and best practices for achieving high-quality results.
Mohawk Performance Accessories will also participate in the trade show on November 11 from 3:45 to 7:15 p.m. in Exhibit Hall B, where attendees can interact with representatives and explore tools designed to optimize installation processes.
John McHale, CFI’s director of operations, praised the partnership’s significance, remarking, “Mohawk has been an invaluable partner to CFI for many years and as our exclusive Executive Strategic Partner, they continue to demonstrate a strong commitment to the installation community.”
Through shared knowledge and resources, Mohawk and CFI aim to equip professionals with the skills and tools needed to thrive in a changing marketplace.
