June 21st, 2023

Mentor Master Class Session 3: Interviewing the Greatest Minds in Franchising with Tom Wood, CEO of Floor Coverings International

Recorded Webinar

June 21st, 2023 true false

Watch this recorded webinar and interview with Tom Wood, CEO of Floor Coverings International. Tom agreed to a no-holds-barred session where he would take on questions, and provide the insights, experiences, and skills that he has amassed in his 38-year franchising career.


In advance of the webinar, Tom shared that his business, along with other franchisors in the QSR and Home Improvement segments, experienced an unexpected time of prosperity throughout the pandemic. Since then, there has been an aftermath – a double dip negative impact in which they pulled forward and accelerated their 2023/2024 projects. This was also accompanied by a slowing of the economy. As a result, sales have been impacted and confidence in programs is not perceived as being nearly as effective.


Moderator, Keith Gerson asks Tom questions on topics ranging from: 


  • Creating responsible alignment and relationships with your franchisees and how to achieve this
  • How to win back “hearts and minds” when things go wrong
  • What “push the button” technologies Floor Coverings International has and seeks to
  • Why it’s more important to take care of what’s inside of the box (fundamentals) before thinking outside of the box
  • Insights into how, despite a slowing economy, Floor Coverings International is achieving record-setting franchise sales results


About the Speakers

Tom Wood, CEO, Floor Coverings International

Tom joined Floor Coverings International in 2005 after previously serving three years as a Vice President of our parent company, FirstService Brands (FSB), overseeing the strategy and operational direction of several brands in our franchising portfolio. Tom initially joined FSB in 1985 and has worked in a few of our sister companies, including: College Pro Painters as both a franchisee and executive; CertaPro Painters as Vice President and part of the founding team; President of The Franchise Development Center, where he oversaw the franchise expansion and development for CertaPro Painters; California Closets; and Paul Davis Restoration.

Keith Gerson-1
Keith Gerson, CFE, President of Franchise Ops, FranConnect

Keith Gerson brings 40+ years of executive level expertise as a passionate and driven Franchisor and Franchisee with a proven track-record in building rapid-growth, and highly profitable franchise organizations. Over the last eight years, Keith has served as President and Chief Customer Advocate for FranConnect. Recognized in franchising circles for his extensive leadership experience, and ability to drive execution, Keith is a highly-rated keynote speaker and has created several leading franchise systems from conception through launch and sustained growth.