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Floor it

image Toby Woodward runs six or seven crews every day.

HOUSTON – Twenty-five years is how long owner Toby Woodward, Aladdin Floors, has been in the flooring business.

“My great grandfather, my grandfather and my father were in the business,” he said.  “My grandfather, used to sew the carpet together with hook needles.
    “My dad has a flooring company in McAllen, TX.  I ran his store for years.  I don’t know everything about flooring, but I learn something new every single day.”
    Woodward says his very first job was installing carpet and tile at a residential project.
    “I started my business with $50 and a box of business cards,” he said.  “At first I only did installations.  I pulled together the best installers I could in the Houston area.  I ran five different crews a day.
    “The installers grew up with me over the past ten years knowing what I expect and customers expect.  They are all still with me today.  Now, we run six or seven crews every day.”
    Woodward’s wife, Estella, handles sales and helps him with the scheduling and installations.
    “Our daughter-in-law, Alex Palomarez, office manager, does the bookkeeping and answers the phones,” he said.
    Woodward says he raced in several motocross events while he was growing up.
    “Back in 1984, I won the Houston Astrodome Motocross event,” he said.  “Nowadays, Estella and I like to play golf.
    “In addition, we attend Lakewood Church.  I am a prayer partner and I also do all the water baptizing for Pastor Joel Osteen.  We will baptize 20 to 40 people every Saturday night.”
    Aladdin Floors sells and installs tile, wood, laminate and carpet.  The company works on both commercial and residential  projects.  –ab


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Abby BeMent abby@constructionnews.net