For Greg Roth, understanding flooring began long before he opened a showroom in downtown New Glarus.

Roth first entered the industry by sawing logs into lumber, drying the wood and manufacturing hardwood flooring. The experience gave him an understanding of how flooring is produced before he began helping customers select and install it in their homes.

“I actually got my start by sawing logs into lumber, drying the wood, and manufacturing hardwood flooring,” Roth said. “That gave me a strong understanding of the product from the very beginning.”

Around 2008, Roth transitioned from manufacturing into flooring sales and installation. Luxury vinyl plank flooring was beginning to gain popularity, and he saw an opportunity to offer homeowners a product that combined durability, appearance and practicality.