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Carpet Care / News
January 2014

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January 04, 2014
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IICRC announces 2013-2014 board of directors

VANCOUVER, WA — The Institute of Inspection, Cleaning and Restoration Certification (IICRC) has announced the election of three new members joining the 12 incumbent members to comprise the 2013-2014 board of directors.

Elections were held during the IICRC’s October shareholder meeting.

Tony Wheelwright was elected chairman of the IICRC board of directors. In this capacity, Wheelwright will also serve as chairman of the executive committee, which includes Hank Unck, first vice president; Pete Duncanson, second vice president; Jenny Boymal, international vice president; Norm Maia, treasurer; and Kevin Pearson, secretary. Patrick Winters will continue to serve as the IICRC president.

Additional members of the 2013-2014 board of directors include:

  • Graham Bedwell
  • Dennis Blake
  • Joe Dobbins
  • Joseph Hughes
  • Craig Jasper
  • Patrick Moffett
  • Darrell Paulson
  • Rodney Paulson
  • Paul Pearce

“Our previous chairman, Darrell Paulson, was a tremendous example and mentor to all of us on his team and we owe him a great deal of gratitude. Under his leadership, the team's many accomplishments left the Institute in very good shape. We look forward to driving the organization forward even further,” said Wheelwright.

VMA hires business development advisor

NORTH CANTON, OH — Violand Management Associates (VMA) announced the full time hiring of Holly Bognar, Ph.D. as a business development advisor.

Dr. Bognar will work with VMA clients and customers as a business coach with a specialty in executive development and organizational communication while continuing to facilitate The Violand CEO Forum.

Her experience includes that of a trainer, facilitator, business coach and former university professor with a background in leadership, team building, business development and strategic planning.

She has designed and facilitated training curriculum for professional development workshops and team retreats for businesses, not-for-profits and public agencies that enable participants to apply the workshop content and skill-building to their daily activities at work.

Proline Supply hires education director

SAN CARLOS/SACRAMENTO, CA — Proline Supply in Northern California (the Bay area) announced that it has hired Taf Baig, a veteran carpet cleaner and an IICRC-approved instructor, as their education director.

With the addition of Baig, Proline will offer more educational opportunities, with an emphasis on attendees succeeding in a competitive market.

Proline is located in San Calos and Sacramento in California. For more information, visit the Proline Supply website at or call (800) 462-3950.

Tacony hires director of national accounts

FORT WORTH, TX — Tacony Corporation has hired James Young to be the company’s new director of national accounts.

In his new role, Young will oversee and foster the growth of Tacony’s national accounts for many Tacony brands, including the ones prominent in the JanSan industry:  Tornado, Powr-Flite, CFR and Truvox.

Before coming to Tacony, Young worked for such large and well-known companies as Karcher, where he was also national sales director; Windsor, working as territory account manager; and Waxie Sanitary Supply, employed as a service center manager and equipment specialist.

“We are very excited to have James join our team. He is experienced and talented and we know he will help us grow our JanSan divisions and provide the cleaning solutions required by end-customers in our industry,” said Chief Executive Officer (CEO) Ken Tacony.

CRI’s president to retire

DALTON, GA — Carpet and Rug Institute Inc. (CRI) President Werner Braun has announced that he will retire from the carpet industry trade group at the end of March, 2014.

Braun made the announcement at the CRI’s annual meeting held in November in Dalton.

Braun came to the CRI in 2000 from the Chlorine Chemistry Council, where he served as the senior director of international relations; prior to that, his career included 31 years in analytical chemistry at The Dow Chemical Company.

“Werner Braun has been a stalwart defender and promoter of the carpet industry throughout his time at the Carpet and Rug Institute,” said CRI board chairman David Jolly.

"His depth of knowledge on technical issues, combined with his strengths at issues management and consensus-building, have made him an extremely effective leader for the CRI. Werner has set a high bar for his successor," Jolly added.

RIA event going to Orlando

ROCKVILLE, MD — Attendees can now register for the 2014 International Restoration Convention & Industry Expo.

This year's convention will be held at the Marriott World Center in Orlando, FL, from April 9-11. Trade show hours are Thursday, April 10, 12 p.m-3 p.m.; Friday, April 11, 10 a.m.-1:30 p.m.

The opening event keynote speaker will be Chip Lackey of J.D. Power.

For questions regarding registration, please contact Registration Service by e-mail: or telephone at (301) 231-6505.

Certification by the Numbers

By Tony Wheelwright

What is it that the best in our industry do better than the rest of us? And what can we learn from that?

In a recent issue of Cleanfax, a graphic summarized some key differences between top-performing carpet cleaners, those companies that had significantly increased business in 2012 and expected to close out 2013 with significantly increased business as well. It’s an interesting read because, while increased business may not be the only metric for success, most of us are trying to grow, something that can be challenging as the economy continues to sputter.

The differences can be striking at times and cover a broad swath of practices. From marketing tactics to profitability, top-performing firms are eight percent more profitable than their peers and their owners are a whopping 41 percent more likely to earn in excess of $100,000 per year.

And those top performing firms understand the value of certification as well:

  • Overwhelmingly, the top carpet cleaners are likely to be certified or to have a certified employee on board.More than three-quarters (77 percent) of top carpet cleaners have someone certified within their organization.
  • Nearly seven out of 10 top-performing carpet cleaners have participated in training within the past year. This is up significantly compared to the overall pool of respondents, at 68 percent for top performers versus 60 percent overall.

Whatever else may be surprising in the survey data, I’m not surprised, and you shouldn’t be either, that the top carpet cleaners have a deep and consistent commitment to certification. After all, everything we do, all the marketing, the expense management and the countless other things that go into running a business, starts and ends with a satisfied customer.

And getting to customer satisfaction? That starts with knowing the most technically correct approach to every job, every time, a challenge that IICRC certification delivers on across eight standards, 27 certification courses and six certification tracks.

Does certification alone make you an outstanding carpet cleaner? Absolutely not, any more than an MBA makes you a top-flight business person. But, like a degree, certification gives you proven tools and knowledge.

Technically proficient carpet cleaning — the kind that leads to repeat customers and great word-of-mouth marketing — is a business of discovery, every day. What type of carpet are we dealing with? What kind of stains? Is anyone in house hypersensitive to cleaning agents? Finding the answers to all of that requires technical knowledge, the kind of base that comes with IICRC certification.

If you’ve been thinking about IICRC certification for yourself or someone in your shop, I encourage you to take the next step and visit, where you can find a full listing of classes and schedules. And if you’re already individually certified, make 2014 the year to expand your knowledge with additional certifications. You may even want to take the leap and become an IICRC Certified Firm, which comes with additional marketing benefits for your business.

The numbers don’t lie: Our most successful carpet cleaners have a strong commitment to certification. Do you?

Tony Wheelwright is the new chairman of the IICRC. He can be reached via e-mail at