CFCRA names new president and board

Lee Senter

Lee Senter

The Canadian Flooring, Cleaning & Restoration Association (CFCRA) has elected a new president and board of directors.

Lee Senter, owner of Senterprises, a floor cleaning, restoration and inspection group of companies based in Concord, Ont., and an IICRC instructor, is now acting CFCRA president, taking over from the outgoing Jason Walker of Stevens Omni in Mississauga, Ont.

Senter feels there is much that the Georgetown, Ont.-based association can do to ensure that flooring customers across Canada are provided with quality installations and proper maintenance advice — backed by current industry standards delivered by certified professionals.

For example, the suggestion that you “can clean hardwood floors with vinegar is just silly,” Senter says. He notes that flooring products and standards have changed dramatically over the last few decades but installation and cleaning methods frequently lag behind these changes.

Senter says that the association needs to be reinvigorated, “it can’t just get by with putting on golf tournaments,” as has been done in the past, and “needs to provide members access to training and certification.” He also says that Canada needs local trade shows for the flooring industry. “Traveling to events like Surfaces in Las Vegas is too expensive for many of the smaller guys.”

The new CFCRA board also consists of: acting vice president Carey Vermeulen of Indoor Air Management Canada and an IICRC instructor; treasurer Matt Johnson of Commercial Loss Experts; Lorne McIntyre of Dryfast, an IICRC instructor and RIA council member; Bill Norris of Diresco Inc.; and, Clayton Leckie of Ardex Americas.


  1. Jason Walker says

    I feel that I must respond to a few points in the above article.

    First, Carl Sonego was the President of the CFCRA preceeding Mr. Senter’s appointment. Jason Walker was the past president, after serving both the FIO and CFCRA Board for over a decade.

    The associations has put on numerous education courses for both the flooring and cleaning professionals within our industry, as well as attempted to put on many more across Ontario. The reality is that membership continued to decline year after year due to a number of factors. The largest factor in my opinion was a lack of relevance – this despite dozens of attempts to be and stay relative. Most flooring retailers, manufacturers and distributors simply do not need many of the services offered by yet another trade association because they get them from other sources (NFCA, WFCA, TTMAC, BBB, buying groups etc.).

    The one area that the CFCRA can offer the most impact is to the professional cleaners. As part of the IICRC the CFCRA is in a unique position to organize seminars, courses etc. that are required by the IICRC to maintain accreditation.

    I personally wish the CFCRA nothing but the best in it’s future. However, for the organization to succeed and accomplish the goals and visions established in 2014-15, members of the industry must be prepared to be engaged and the association must be relevant to as many industry professionals/companies as possible..

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