A Journey in Flooring: An Interview with Greg from Delta Floorworld

Approximate Read Time: 4 minutes

The people who run and staff our Floorworld stores make up the lifeblood of who we are. Each of our stores is filled with members who have made flooring their passion and calling. We recently had the opportunity to sit down with Greg Forte, a director on the Floorworld Board of Directors and the store owner of Delta Floorworld Ballarat, who has been in the flooring industry for over 45 years.

In this interview, Greg shares his journey with us, the evolution of the flooring industry, and the deep connections he’s built over the years.

From Aspiring Barrister to Flooring Expert

Greg didn't always envision a career in flooring. Initially, he aimed to become a barrister, but life had different plans and pushed him on a different path. His brother-in-law, a carpet layer, offered him an apprenticeship at the young age of 14. This opportunity marked the beginning of Greg's lifelong journey in the flooring industry.

Fast forward to today, at 61, Greg has devoted his entire career to flooring. It's not just a job for him; it's a passion that has grown and evolved, becoming a family affair. His family shares this passion, continuing the legacy he started so many years ago.

Embracing Evolution in the Industry

The flooring industry has changed dramatically over the years, and Greg has witnessed it all. His tenure at Floorworld has given him the chance to take on the role of director, a position he holds with immense pride. For Greg, it is an honour to be able to play a bigger part in Floorworld's growth in what he believes is the right, honest, and valuable way.

Greg collaborates with Australian and global suppliers, ensuring that Floorworld stays at the forefront of industry innovations. His continuous learning and adaptation underscore a crucial aspect of the industry: it never stops evolving. Greg finds immense satisfaction in helping Floorworld members thrive, offering them the right products and opportunities to grow successful businesses.

The Strength of the Floorworld Family

Initially, Greg didn't grasp the full value of being part of a group like Floorworld. It took him a few years to appreciate the support and benefits that come with it. Now, he sees Floorworld as more than just a buying group; it's a passionate, connected family.

The genuine relationships and friendships built with suppliers are a testament to Floorworld's commitment to creating honest connections. These relationships are not just professional but personal, enriching the entire Floorworld community. 

Navigating Modern Customer Behavior

The way customers shop has shifted significantly, especially with the rise of the internet. Although Greg admits he's not the most tech-savvy, he acknowledges how the pandemic has pushed more people to source information online. However, he cautions that online information isn't always accurate. That's where his expertise comes in.

Greg sees it as his duty to educate customers, guiding them towards the right choices based on his extensive experience. He believes in providing that personal touch and helping clients navigate the often confusing world of flooring options.

Staying Ahead with Trends

Keeping up with the latest trends is crucial in the flooring industry, and Floorworld does this through strong relationships with its suppliers. These suppliers act as the eyes and ears for new products and innovations from around the world. Given that Australia often lags behind other markets, this connection is vital for bringing the latest trends to Australian customers.

Personal Connections: A Source of Satisfaction

For Greg, the flooring industry is about more than just business; it's about personal connections. Over the years, he has seen multiple generations of families come through his doors. It’s not uncommon for him to hear, "Greg, you did our flooring over 15 years ago," from returning clients introducing their children. These enduring relationships are incredibly fulfilling for Greg, showcasing the trust and satisfaction he has built with his clients.

Your Chance to Join the Floorworld Family

Greg's journey in the flooring industry is a testament to passion, dedication, and the importance of genuine connections. His story highlights the evolution of the industry, the value of being part of a supportive group like Floorworld, and the satisfaction that comes from building lasting relationships with clients. 

For those looking to take your next step in the flooring industry, consider a career in flooring, or find out how you can be a Floorworld store owner of your own. 

Full Interview Transcript with Greg Forte:

Interviewer: Hi Greg.

Greg: Hi, how are you?

Interviewer: I'm good, how are you doing?

Greg: I'm very well.

Interviewer: I have a few questions for you. In three words, how would you describe your Floorworld journey so far?

Greg: Challenging, exciting, and very educational.

Interviewer: Let’s take a little history lesson. How and why did you get into the flooring industry?

Greg: I was actually focused on becoming a barrister when I was younger at school, but as a typical youngster, I decided I didn’t like teachers telling me what to do. My brother-in-law was a carpet layer, and I had the opportunity to become an apprentice with him. That started at when I was just over 14 and a half years old.

I’m now 61, and I’ve been in the game my entire life. It’s the only one job I’ve ever done. It is my passion, and that has expanded, of course, to my family being involved, and they're continuing that passion, and that knowledge, and experience, which I’m extremely proud of.

Interviewer: You've been in the industry for a long time now. What has evolved over the years?

Greg: Yes, it certainly has evolved, and I stopped counting probably about 20 years ago. My life and my experience with Floorworld and my own career have given me the very fortunate opportunity to be able to step up to be a director of Floorworld, which I’m extremely proud of. The chance to be able to help the company grow the correct way, what I feel to be the correct way, the honest way, and the most valuable way for the industry.

To be involved with our Australia-wide suppliers and worldwide suppliers and to be able to have that input and connection with them is a huge honour. I never ever stop learning, as no one will. Things always evolve, but it's an extreme honour to think that I'm part of helping all the members have the right products and right opportunities to have successful businesses and to grow and prosper amongst themselves. It's an honour.

Interviewer: What do you enjoy the most about being part of the Floorworld family?

Greg: Early on in the industry, when I came on, I was completely unaware of the strength and value of being in a group and a family, and I probably was one of the main people who didn't see the value in it. It probably took two to three years for me to really understand that and to get a grip on it. I think it’s a huge support and a huge benefit for members to be in Floorworld. It is a smaller buying group, and I think it is bang for the buck, the largest and most professional buying group. I think we're small, but we've got passion, and we've got the connectivity.

Our suppliers are genuinely part of our group and part of our everyday lives. To have that ability to have that connection with them, and it's an honest and genuine connection. I think Floorworld, starting from the top, has done a really good job at building genuine, true relationships and friendships with our suppliers, and I think from both sides, we are very fortunate to have that. 

Interviewer: How much do you think has changed in the way customers shop?

Greg: Well, I’m not astute at using the internet myself, I think COVID certainly enabled people to expand more with using the internet whether it be for sourcing information or ideas. Unfortunately for me, from the point of view of the real world, things that are seen on Google are not one hundred percent accurate, so it’s a challenge.

We can offer our expertise to explain that while the clients may be heading down the right path, they could be taking a wrong turn. It's our job to educate the clients once again and help them. Hopefully, they will accept and understand that we have the experience to give them that knowledge.

Interviewer: How does your store stay up to date with the latest flooring trends?

Greg: It comes down to our relationship with Floorworld and our main suppliers. They are our eyes and ears for new products, innovations, and what's happening overseas and in Europe. Australia is traditionally a little behind the rest of the world, so our suppliers give us a heads-up, and we can discuss with them the value of new products coming in and their suitability for the Australian climate and clients.

Interviewer: Can you share any of your personal experiences along this journey?

Greg: I’ve been involved in this industry for a long, long time, for the majority of my life, and it’s been extremely satisfying to see generations of people. I am that old, I’ve seen children of families I’ve dealt with over the years, who now come to me for recommendations to help the next generation of client as well. I am very personal with my clients and they do become my extended friends, and we stay in contact.

To see Mom and Dad come in and say, "Greg, this is my son. You did our flooring over 15 years ago." It's very satisfying, a little sobering to see the years ticking over, but it's very satisfying to know that you were able to please them and that they definitely want you to come back and service them again.