Adam Bohrer is the marketer, salesperson, former project manager and current head door knocker at Wall 2 Wall Commercial Flooring. W2W is much more than the average flooring company providing specification, project management, expert craftsmanship, A&D consultations and sport flooring installation. Adam has been with the company since he was 13 working in almost every position in the company. Adam takes his family business very seriously and works tirelessly to make sure every project goes off without a hitch.
Q: What is your official title at W2W?
I’m the Director of Business Development at Wall 2 Wall flooring. I am in charge of the company’s branding and outreach. I am responsible for promoting long-term sales for the company and the various manufacturers we carry. We operate regionally throughout the Western United states and, in this capacity, it is my job to assess and develop new markets for our craft. I’m the head door knocker.
Q: How long have you been with W2W?
Off and on since I was 13 years old. I started on the demolition crews, tearing out carpet and making dump runs. Over the years I worked in project management and later in A/D outreach. It’s my family business so I’ve essentially always been here. You’d be hard-pressed to find someone more invested in what they’re doing than me.
Q: What is your day-to-day like?
It’s like batting with a hundred balls coming at me sequentially, or all at once. Occasionally we hit one out of the park and it feels good. Most projects are a couple of years out. All of the planning and preparation upfront is critical for a smooth project on the jobsite. I enjoy working early on with Architects, Designers and contractors.
Q: You have a lot of repeat clients. Why do you think they keep coming back?
Because we care. There are many sleepless nights thinking things through. We strive to do the best work we can, and when things get missed or fall through the cracks, we take it personally. We work hard to be ahead of every curve and avoid Murphy’s law at all costs. Our motto is ‘Make Certain.’
Q: What makes W2W different from other flooring companies?
Well, as an Idaho company we’ve been around for almost a century. My great-grandfather started the business as a lumber supplier and the company had different stages in its metamorphosis – from home center, to residential carpet and now commercial flooring. My folks started the commercial operation in 1988, and we’ve been a regional player ever since. We are known for our reach as we operate out of six locations throughout Idaho and Utah. My brother manages a branch in San Diego.
We are very much a family business, and very proud of that as well! Another thing that makes us different is our sport projects. We build tracks and sport facilities for colleges, military bases and schools all over the west. This makes us a very dynamic company.
Q: What is your favorite type of project?
Flooring is not inherently sexy. It is certainly taken for granted. Everyone notices a bad floor but very few know what it takes to make a solid, flat piece of fuzz. What really makes me excited on a project is when the project team is passionate and striving to do something extraordinary. We like challenges, particularly projects that have an intricate design. Nothing is more satisfying than completing a complex project and taking a step back and looking at the outcome.
All of the time and thought that goes in to making a quality space, from all of the people involved, can sometimes induce moments of awe. That’s the magic of our industry.
Q: You work with a great line of manufacturers. Talk about how important that is to your business.
Yes, working with mill reps can be a lot of fun. It can also be very political. Communication and patience are critical. Every project is different, and often times multiple parties are competing to win that floorspace. The mills will be partners on one project and potentially competitors on another. It takes maturity to keep strong lines of communication open even when we are not going to the dance together.
Q: What do you do when you’re not working?
You’ll find me on some adventure hiking, biking, snowboarding, brewing beer, shooting or gardening. I might also be found in my backyard daydreaming or laughing very loudly with my besties.