Walking into Fireclay Tile’s Aromas, Calif., manufacturing facility for the first time was an unforgettable experience and a personal milestone, as it marked my very first visit to a tile manufacturing plant. There was a calm energy to the place with the hum of production, the craftsmanship on display, and the pride woven into every stage of the process. Being escorted behind the scenes to see raw materials transformed into beautiful handmade tile was truly inspiring.
Watching the artisans—120+ in its California factory—shape, glaze, fire, and finish each piece gave me a new appreciation for the skill, precision, and artistry that define this industry, and set the tone for a truly eye-opening day immersed in the world of tile.
Developing installers from the ground up
The reason for visiting Fireclay was to see firsthand its unique approach to training in its San Francisco installation offices. In an industry facing a continued shortage of skilled installers, Fireclay Tile has taken an innovative step forward by creating an in-house training program designed to develop tile installers from the ground up.
Launched last summer, the Fireclay Training Program zeroes in on real-world readiness, combining technical standards with hands-on craftsmanship to prepare complete beginners for successful careers working with handmade tile.
The program is led by Lucas Hendershot, Training Associate and Quality Manager, who developed the curriculum based on more than 16 years of professional field experience, in conjunction with Martin Brookes, Fireclay’s Director of Installation, and Nirmal Kumar Ravichandran, Fireclay’s Director of Manufacturing. After taking over his father’s tile business and stepping away from installation briefly, Hendershot was drawn back into the trade when Fireclay became the first U.S. tile manufacturer to form its own in-house installation service team, a progressive move that bridged product creation and execution in the field.
A collaborative approach
“Lucas understands both the beauty and complexity of handmade tile installation,” said Brookes. “What makes this program special is that it blends strict adherence to ANSI and TCNA Handbook standards—and NTCA best practices from the NTCA Reference Manual—with the distinctive expertise required to work with handmade tile. We are training installers not just to meet industry benchmarks, but to truly master the nuances of our product.”
Part of the program’s foundation rests on industry standards developed through collaboration. Hendershot worked closely with Brookes and consulted seasoned NTCA Five-Star Accredited Contractors and industry partners. Every training module is reviewed for compliance with ANSI and TCNA standards, while also addressing the unique variables of handcrafted tile: size variation, thickness inconsistencies, surface textures, and layout challenges that aren’t present with mass-produced tile.
Four weeks of total immersion
Unlike traditional onboarding approaches, where new hires learn piecemeal on live job sites, Fireclay’s model starts with complete immersion. The four-week training program accepts participants with zero construction background and guides them through both instructional and experiential learning modules. In addition, the company has a six-week training program for tenured Associates who are ready to progress to Junior Tile Installers. At this point the goal is for them to successfully pass the CTI exam.
The theoretical portion focuses on understanding tile fundamentals, including the “why” behind installation processes, cutting techniques, layout principles, safety protocols, staging practices, and job site organization. Students learn not only how to work with materials, but how to operate efficiently and professionally within a crew.
Graduates: ready to contribute from day one
From the classroom component, trainees move to hands-on production work. They practice cutting tile to installation-ready standards, staging materials, organizing work trucks, protecting job site surfaces, and assisting lead installers with intermediate tasks. By graduation, trainees are prepared to contribute meaningfully from day one.
“Our goal is for graduates to hit the ground running,” said Brookes. “They’re not just helpers, they are trained job site assets.”
After completing the initial four weeks, graduates enter a clearly defined pathway to progress to Junior Installer status within approximately 6–12 months. This structured growth track reduces turnover, increases confidence, and fills the industry’s pressing need for skilled labor specialists.
Recognition motivates and inspires
A particularly innovative aspect of Fireclay’s program is its built-in recognition system, designed to motivate participants while also reinforcing accountability and pride of workmanship.
Each training cohort concludes with a graded hands-on exam. Graduates are photographed alongside their completed exam results, a moment that serves as both documentation and celebration. These photo achievements are shared company-wide, making successful training visible across departments.
The first graduate of the Associate Training Program, Alfredo Chavez, set the tone for this initiative. His exam photo now stands among the growing gallery of achievements that new trainees see when beginning the program, creating instant inspiration and healthy competition. Grades are displayed publicly, encouraging participants not only to pass, but to strive for excellence.
“The recognition aspect really fuels engagement,” said Brookes. “Trainees see what success looks like. They know the standard is high and achievable.”
The program is through its second cohort and into its third, signaling immediate momentum and organizational commitment. Fireclay views installation training as more than an internal staffing solution; it’s an investment in the trade itself. By developing installers internally with standardized teaching, mentorship from seasoned professionals, and manufacturer-specific expertise, Fireclay is demonstrating how companies can strengthen the workforce while ensuring consistently high-quality craftsmanship on installations nationwide.
As the tile industry looks for solutions to the labor shortage and rising consumer demand for artisan products, Fireclay’s training initiative offers a strong blueprint to teach from the ground up, honor industry standards, reward excellence, and pair education with real-world experience.
“In the end,” Brookes concluded, “we’re not just training installers, we’re building confident professionals and preserving the craft for the next generation.”
