Name: Adam Couch
Company: iFlor Flooring Contractors LLP
Job Title: Managing Director
How did you get into the flooring industry?
My father was (and still is) in the flooring game, so I’ve always been around it. I was about 15 years old and looking to start earning some decent money (you only get so much from washing cars and a paper round), so I started working in the warehouse and going on jobs with the fitters on Saturdays and during school holidays.
I stayed in flooring and at the same time, trained as a Quantity Surveyor, attending college one day and evening per week, before progressing into Project Management. When I turned 30, I started my own business. We keep around five to six fitters on the team for jobs all over London and the Home Counties, as well as across the country when required, and also in Europe, when our clients request. We’ve been going for almost a decade; it’s an enjoyable industry. The saying goes, once you’re in flooring, you don’t get out of flooring – and here I am!
What’s been the biggest change in the industry over the past 10 years?
Well, aside from some grey hairs, there is definitely a skills shortage as we’re just not seeing as many young people take up the trade.
We’re also really behind on technology, especially social media. It’s amazing what it can do for brand awareness; you don’t realise the power and the reach it can achieve. Word of mouth is great, but when you can show off your results, customers are inspired.
Looking forwards, what do you think will be the biggest change in the next 10 years?
Again technology, but also sustainability. This is definitely gaining a lot of momentum as a trend, and I believe this will keep growing. The whole world is concerned about plastics and the flooring industry is no exception. A lot of clients and interior designers are asking for plastic-free floorcoverings and sustainable products – it’s great that F. Ball is doing their bit with recyclable materials in their product packaging and there’s the ability to recycle some of it when you’re finished.
What’s the worst job you’ve been on?
I try to forget the bad jobs. I’d say prisons. Not because they are the worse but they are always an eye-opener, seeing the conditions of the cells etc.
And what’s the best?
We did The Shard’s viewing gallery a few years ago – that was pretty good. We installed a digitally printed vinyl floorcoverings featuring London landmarks and the Thames, it was a very unique and prestigious project. Usually, 1am jobs aren’t the best but the view certainly made up for it.
Do you have a go-to product for certain jobs?
Always Styccobond F41 for carpet tiles – tried and tested a million times over by us. And you can’t ignore Styccobond F3 and Styccobond F46 – they’re always with us on jobs.
What do you like best about the job?
The people. I know everyone says it, but it really is the best thing. I’ve had friends who’ve left the industry, and they always comment that they miss the people and the banter.
I’d also say the variety of jobs – one day you’ll be working up The Shard enjoying breathtaking views, the next you’re taking in the view from a prison cell window – every day really is different.
What is your least favourite thing about the job?
Late payments are definitely the worst thing!