March Newsletter
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President’s Brief
A March message on momentum, resilience, and leading through change.
March is a pivot point.
The first quarter is nearly behind us. Budgets are set. Goals are clear. The question now is simple: Are we executing at the level required to win in 2026?
Across our membership, I’m seeing two themes.
First, resilience. Independent dealers continue to outperform expectations by doing what they’ve always done best — building trust in their communities, adapting quickly, and leaning into relationships over transactions. That advantage has never been more important.
Second, urgency. The industry is shifting. Technology is accelerating. Artificial intelligence is no longer theoretical. Workforce challenges remain real. Consumer expectations are rising. The businesses that lean into these realities — instead of resisting them — will separate themselves this year.
At AHSG and Commercial USA, our focus remains clear:
- Deliver programs that protect your margins
- Provide tools that strengthen your operations
- Create partnerships that drive measurable growth
- Foster a network where members learn from one another
Our recent conversations through What’s Underfoot have reinforced something I believe deeply: leadership is less about reacting to change and more about preparing for it.
As we move into spring selling season, I encourage you to ask yourself:
- Where can we operate more efficiently?
- Where can we differentiate more boldly?
- Where can we lead instead of follow?
Momentum compounds. Small improvements made now create significant results by year’s end.
Thank you for the trust you place in this organization and in one another. The strength of this group has always been its people — owners who are committed to excellence, partnership, and long-term success.
Let’s make March a month of decisive action.
Onward,
AHSG & Commercial USA President, Tony Wright
AHSG & Commercial USA President, Tony Wright
ASK THE ALLIANCE
This Month's Member Question:
Q: How does the uptick in rent-to-own affect our industry?
A: An increase in rent-to-own activity doesn’t signal less demand for flooring — it signals tighter consumer cash flow.
Customers still need flooring. They’re just looking for flexible payment options.
For independent dealers, this reinforces three things:
• Financing is a competitive advantage, not an add-on
• Speed and simplicity in closing matter more than ever
• Margin discipline is critical when using third-party programs
Dealers who offer structured financing while protecting profitability are still in control of the sale.
As consumer behavior shifts, the opportunity isn’t shrinking — it’s evolving.
ASK THE ALLIANCE
Your questions. Real answers.
Have a question about the market, margins, labor, or supply chains? Ask it—anonymously. Ask the Alliance gives members direct access to practical insight from industry leaders who see what’s happening across markets nationwide.
Submit your question now, and we’ll address it in the next issue of the newsletter.
MEET SUMMIT.
The 19mm Solution Your Customers Have Been Waiting For.
Southwind’s new Summit product is a true 19mm (¾”) resilient product designed to seamlessly replace tile and hardwood — without the headaches.
This is not just another SKU. It’s a problem-solver.
Summit eliminates subfloor build-up, self-leveling compound, and extensive prep work. It installs up to 30% faster than standard resilient floors, fits cleanly under door jambs and casing, and sits level with adjacent flooring — no reducers, no awkward transitions, no callbacks.
For your installers, it means less labor and cleaner finishes.
For your customers, it means a premium look without renovation chaos.
For your business, it means a higher-margin opportunity.
March Full Pallet Promo (Effective March 1–31)
Orders must ship by March 31 to qualify
East Coast:
$3.57 + $0.32 tariff
Total Delivered: $3.89
West Coast:
$3.92 + $0.32 tariff
Total Delivered: $4.24
(West Coast States: MT, WY, ID, WA, OR, CA, NV, UT, AZ, NM, HI, AK)
Competitive pricing typically:
$4.78 (East) | $5.16 (West) — with tariff
This is a significant margin opportunity for March.
Packaging Specs
5 planks per box
10.42 SF per box
63 boxes per pallet
656.46 SF per pallet
Full pallets only.
If you’re looking for a differentiated product that solves a real installation challenge and drives stronger close rates, Summit deserves a spot on your floor.
Don't Delay - Order Now!
Phone: 800-272-2808 #1
Email: customerservice@southwindbp.com
Member Spotlight
Kiser Flooring Center | San Angelo, Texas
American Home Surfaces Group
How Strategic In-Program Buying Helped Quadruple Rebate Incentives
For decades, Kiser Flooring Center has been a trusted name in San Angelo, Texas. Owned by Danny and Karla Kiser, the business has built its reputation on service, consistency, and a commitment to doing things the right way.
In recent years, one intentional shift has delivered measurable impact: a disciplined commitment to buying in program and prioritizing selling products aligned with the program.
The result?
Kiser Flooring Center has quadrupled its rebate incentives.
This growth did not come from expanding square footage or increasing overhead. It came from sharpening focus.
Turning Purchasing Into a Profit Strategy
Like many independent dealers, Kiser Flooring Center always valued rebates. But once they began treating in-program purchasing as a strategic priority rather than a passive benefit, the results accelerated.
By intentionally directing volume toward aligned suppliers and making in-program products a core part of their sales approach, they transformed everyday purchasing decisions into a consistent revenue driver.
Rebates stopped being incidental. They became intentional.
Selling With Focus
The Kiser team did not limit their offering — they refined it.
Rather than presenting endless options, they leaned into trusted program partners and built stronger product knowledge around those lines. This approach improved:
- Sales confidence
- Operational efficiency
- Vendor alignment
- Rebate performance
Customers still receive full-service flooring solutions across carpet, hard surface, tile, and more — but behind the scenes, purchases are structured to maximize value back to the business.
That alignment compounds.
The Bigger Lesson for Independent Dealers
Kiser Flooring Center’s success reinforces a simple truth:
Growth is not always about doing more.
Often, it is about doing what you are already doing — more strategically.
When members commit to buying in program and supporting aligned suppliers, the program works the way it was designed to work. The rebate impact becomes meaningful. The partnerships become stronger. The business becomes more resilient.
Kiser Flooring Center is proof that disciplined participation drives results.
And that is exactly what the AHSG & Commercial USA programs are built to support.
Who’s Raising the Standard?
Nominate a member (or yourself) for next month’s Achievement Spotlight
Excellence deserves recognition. Our Member Achievement Spotlight celebrates those driving results, leading teams, and setting the bar in the flooring industry.
Know someone whose work stands out? Nominate them—or yourself—and ensure their achievements get the recognition they deserve.
Highlighting award-winning work not only celebrates success, it shows the industry what leadership and high performance look like in action.
North America’s Leading Molding & Stair Solutions Manufacturer
Versatrim is the flooring industry’s most comprehensive source for moldings, stair solutions, and accessories. For more than 27 years, we’ve delivered USA-made, custom-coordinated solutions for laminate, vinyl, LVT, WPC, SPC—and now hardwood.
With the acquisition of Artistic Finishes, Versatrim is the definitive one-stop resource for hardwood moldings, stair treads, risers, vents, and exact-match stair solutions crafted from original floor planks for flawless visual continuity.
Why Professionals Choose Versatrim
Complete Portfolio – Integrated, end-to-end molding solutions for laminate, vinyl, LVT, WPC, SPC flooring, and now wood. Product portfolio includes floor moldings, stair treads, aluminum profiles, flexible moldings, hardwood solutions, vents, hardware, adhesives, & more. See Versatrim Catalog for additional details.
Exact Color Coordination – For over 120+ industry leading floor brands
Fast & Reliable – Offers quick ship profiles with no minimums
Made in the USA – Manufactured in Henderson, NC for consistent quality & dependable lead times
Residential & Commercial Ready – Engineered for projects of any size
Versatrim simplifies transitions, eliminates guesswork, and ensures every installation finishes strong. Be sure to ask about their new stair solution offerings and aluminum profiles.
To contact your Versatrim Sales Representative, please call 866-200-8132
One partner. Complete coordination. Total confidence.
2026 AHSG & Commercial USA
Member Summit
San Antonio, TX - September 20 - 23, 2026
The countdown is on.
Join us for three incredible days of connection, collaboration, and forward-thinking inspiration as we bring together our nationwide network of members, suppliers, and technology partners. Get ready for:
- Engaging Speakers
- Interactive Sessions
- Networking Opportunities
- Exclusive Insights
Join us at the JW Marriott San Antonio Hill Country Resort & Spa for an unforgettable Summit experience. From world-class leisure to unmatched relaxation, treat yourself to:
- A golf lover’s paradise: Tee off on the championship course at TPC San Antonio.
- Eight incredible dining options
- The serene Lantana Spa
- A 261,000-gallon pool and lazy river oasis
EXCLUSIVE AHSG | COMMERCIAL USA MEMBER
FLIGHT & ROOM DISCOUNT
Register by 3/15 and receive a 25% credit toward airfare for you and a guest!
Standard
Nightly Rate
$504
+ Tax and Resort Fee
AHSG/Commercial USA Nightly Rate
$200
+ Tax and Resort Fee
Jennifer
Farrell
We’re proud to welcome Jennifer Farrell as a featured speaker at this year’s Summit.
An award-winning interior designer and nationally recognized television host, Jennifer brings a rare perspective that connects design vision, product innovation, and real-world application. Her work spans residential, hospitality, and commercial environments — giving her a deep understanding of how surfaces perform not just aesthetically, but functionally and profitably.
For independent retailers and commercial dealers alike, her insights matter. She understands how consumer expectations are evolving, how experiential spaces influence purchasing decisions, and how design-forward merchandising can elevate both brand perception and project value.
If you’re looking to strengthen your market position, increase project value, and stay aligned with where design is heading next, this is a session you won’t want to miss.
ARDEX Webinar Recap
Innovation in Floor Prep & Moisture Mitigation
Thank you to everyone who joined us for our recent webinar with ARDEX, led by Robert Dalton, Manager of Strategic Partnerships. The session provided a strong overview of ARDEX’s continued leadership in self-leveling underlayments, moisture mitigation, and lightweight topping solutions.
Bob introduced several key products, including:
- ARDEX V 1300 – A high-flow, high-yield self-leveling underlayment offering improved coverage and value, pumpable application, and installation from 1/8” to 2”.
- Feather Finish XF – The same trusted performance as traditional Feather Finish, now at a more competitive price point.
- VB100 Moisture Mitigation – A single-component system rated to 100% RH, fast-track ready in as little as two hours, and significantly streamlined compared to traditional two-part epoxy systems.
The discussion also highlighted ARDEX’s long-standing commitment to product innovation, technical support, and full-system solutions designed to enhance the contractor and dealer experience.
If you were unable to attend—or would like to revisit the product demonstrations and Q&A—you can watch the full recording below.
ARDEX Contact
Bob Dalton, Manager of Strategic Partnerships
Phone Number: +1 312 543-0820
Email: Robert.Dalton@ArdexAmericas.com
What’s Underfoot
The new AHSG & Commercial USA Podcast
Our new episode of What’s Underfoot features Kaye Whitener, Executive Director of the Floor Covering Education Foundation — and it’s a conversation every retailer and commercial dealer needs to hear.
Workforce challenges aren’t coming — they’re here. In this episode, Tony Wright sits down with Kaye to talk candidly about the skilled labor shortage, what it means for your business, and what’s being done to build the next generation of installers.
Kaye shares:
- Why workforce development is the single biggest issue facing our industry
- How mentorship and education directly impact dealer profitability
- What innovative training programs are doing right now to strengthen the talent pipeline
If you’ve struggled with installer availability, project delays, or long-term succession planning, this episode delivers practical insight and perspective from someone leading the charge nationally.
Supplier Partners
World-class partners driving our industry forward.
STRONGER TOGETHER.
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TECHNOLOGY PARTNERS.
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TRADE ASSOCIATIONS.
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AHSG & Commercial USA 2026 Member Summit
San Antonio, TX - Sep. 20 - 23, 2026
Stay connected for continued updates on alliance initiatives, member achievements, and industry insights. We’re grateful for your ongoing support and engagement. If you find this newsletter valuable, we encourage you to share it with your network—together, we strengthen our collective impact. Thank you for being a valued member of AHSG & Commercial USA. Your involvement helps move our industry forward, and we look forward to continuing this journey together.
AHSG | Commercial USA Newsletter
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