As the tile industry evolves, a new generation of contractors, business owners, and installers is bringing fresh energy, digital fluency, and entrepreneurial ambition.
Members of the National Tile Contractors Association (NTCA) say the industry has strong foundations—but also clear opportunities to better support emerging leaders and propel them to their visions of success.
Where the industry excels
Education is a standout strength. From standards to certifications, installers praise the breadth and affordability of training available through NTCA, manufacturers, and suppliers.
“There’s an impressive amount of technical training available through NTCA, manufacturers, and suppliers, and much of it is free or very affordable,” said Ashley Singer of Tile Jawn in Phoenixville, Pa. “Whenever I’ve needed guidance or didn’t know where to start, the response from NTCA staff, suppliers, and manufacturers has been fast and generous. That ‘ask and you shall receive’ culture is empowering, and I don’t feel like I’m operating on an island.”
Megan Garvey of Welch Tile in Holland, Mich., emphasized that education must extend beyond installers. “To successfully attract new talent, we must unite around a consistent message that the tile trade is appealing, rewarding, and offers long-term career opportunities,” she said, urging distributors and manufacturers to actively participate.
Craftsmanship is also experiencing a resurgence. Joppe Aguirre of Casacadia Tile Company, LLC in Bend, Ore., noted, “More installers are getting into detailed work like mosaics, and that focus on craftsmanship and creativity is helping raise the bar for the industry as a whole.”
Social media plays a growing role. Alex Nez of Columbia River Tile & Stone in Portland, Ore., said, “The industry is doing well at communicating through social media about their products and services. It makes sense since it’s another way to engage with your customers.” Still, he cautioned, “I’m not a fan of how many people on social media make everything look SO clean, which creates an expectation for future/current installers.”
Singer pointed to Facebook groups like Tile the World that engage both homeowners and installers in conversations about TCNA standards. She encouraged the industry to explain standards clearly, without overwhelming jargon, and to teach homeowners what to look for when hiring skilled trades. “Clear, accessible education builds trust, raises expectations, and creates a stronger pipeline of informed clients and future professionals,” she said.
Learning goals: technical and business growth
Despite strong technical resources, young professionals want more. Garvey values networking with experienced leaders. “Learning from those who have navigated challenges before me strengthens both my technical knowledge and my business decision-making,” she said.
Business education is a recurring theme. Gracelynn Rael of Hawthorne Tile in Portland, Ore., asked, “How do you advertise yourself? What makes a tile installer stand out from the others, and how do they get jobs? How can I read plans and translate them into real life?”
Janice Hill of D.W. Sanders Tile & Stone Contracting in Marietta, Ga., sees value in more training on reading contracts and contract negotiations, and said information on job costing, managing people, sustainable growth, bidding, and using jobsite plans effectively is in demand.
Hill described her company’s structured approach: weekly meetings to compare job costs versus estimates using WIP reports with real-time numbers, quarterly meetings with a financial advisor, and over/under reports at closeout to anticipate trends. “Job tracking for everything coming up, even in the years to come, is important for our success in running our company,” she said.
Challenges in a changing industry
Rapid product innovation and evolving standards present ongoing hurdles. Aguirre said growing sustainably with trustworthy people who share his quality standards—while staying profitable—is a conundrum.
Rael noted that the wide range of skills required from job to job makes it difficult to gain deep proficiency. Through a Joint Apprenticeship Training Committee (JATC) program, she focuses on one skill at a time. “In those classes, we study a TCNA standard and bring it to life with the help of senior installers by creating modules and real-life scenarios,” she said.
Resistance to change irks Garvey, especially the “We’ve always done it this way” mindset. She added, “Remaining open to new ways of thinking in recruitment, retention, or technical advancements is key, and being willing to adapt across all levels and generations is essential for long-term success.”
Singer noted that when multiple trades are involved in a project, overwhelmed clients often default to a GC or tile store. “That often leaves skilled tile installers on the sidelines, not because of a lack of ability, but because project management and coordination aren’t clearly communicated or supported as part of our role,” she said. “Many of us…weren’t trained or encouraged to market ourselves that way.”
Rebecca Heustess of Grazzini Brothers & Company in Eagan, Minn., cited labor shortages and limited public awareness of tile’s technical demands. She constantly balances “quality, schedules, costs, and people while keeping operations healthy.”
Hill raised concerns about product specifications. “Some reps just go off of what manufacturers say (i.e., zellige in steam showers/shower floors) and it can compromise assemblies and methods,” she said. Contractors often must educate customers and design teams to make necessary changes.
Equipping the next generation
“To support and attract the next generation, the industry needs to expand how it defines success,” Singer said. Project management, communication, and business education are as essential as technical skills. “Showing younger installers that tile work can evolve into leadership, collaboration, and long-term career growth would make the trade more accessible, sustainable, and appealing,” she added.
Heustess agreed. “When people can see a future in the trade, they’re more likely to commit to it,” she said, calling for a more compelling story about opportunity and career paths.
Digital outreach is central to that effort. Aguirre suggested mobile apps for easier access to TCNA and ANSI publications on the jobsite. Garvey added, “The industry should actively showcase tile as an artistic craft and a highly-skilled trade by leveraging online platforms and digital storytelling.” She encouraged a unified message: “Together, we can become our own ‘influencer’ group and inspire the next generation to see tile as a viable and exciting career path.”
Hill emphasized apprenticeship programs with “obtainable goals and a clear path to grow through the company” as critical to long-term retention.
The role of NTCA
NTCA plays a key role in building confidence and community. Aguirre said, “Being a member has connected me with business owners and installers with a lot more years of experience. I have a lot of people in the NTCA that I can call for help.”
Garvey praised the full range of resources—TileLetter magazine, TileTV, newsletters, and the Tile Pro Network app—which connect members in a private online forum.
“The strength of NTCA lies in its people,” she said, noting that access to members, staff, board leaders, and even the president “creates unparalleled learning opportunities and is a powerful foundation for success.”
Heustess summed it up as: “NTCA gives me confidence. It’s a trusted resource that helps me stay informed, educated, and connected. Whether it’s technical guidance, training opportunities, or access to people who truly know the industry, NTCA helps me make better decisions on and off the jobsite. It supports not just how we install tile, but how we grow as professionals and business owners in a constantly changing industry.”
Lesley Goddin has been writing and journaling since her first diary at age 11. Her journey has taken her through a career in publishing and publicity, landing her the editor position of TileLetter and its special publications in 2006. Her goal is to educate, inspire, recognize and encourage those in the tile industry -- especially the tile and stone contractor.
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