ISSFA: New Director, Direction
The move came after a unanimous vote by the industry group’s board of directors to recommend a change in its focus to embrace all decorative surfacing products and, among other actions, change its name.
“As a strictly solid-surface fabricators association, we saw the needs of our membership changing, but were restricted by association by-laws as to how we could respond to those needs,” said ISSFA President Todd Werstler. “By changing the focus of the association to embrace all decorative surfacing options, we now can concentrate on the total needs of our fabricator members, instead of promoting a single product category.
“Russ Lee is the perfect person to help guide us through that all-important transition.”
A countertop fabricator for 13 years, Lee served as editor of SolidSurface magazine for six years. He also worked as vice president, surfacing for Fry Communications for two years and president of sitesNsolutins.com for two years.
As editor of SolidSurface he traveled extensively across the United States, Europe and Asia reporting on the many aspects of countertop manufacture and fabrication. As a freelance journalist, he’s written for a variety of industry publications, including Stone Business, Surface Fabrication, Kitchen & Bath Design News and ISSFA Magazine.
“I have a passion for the countertop industry and for ISSFA that continues to grow,” said Lee. “ISSFA stands at a crossroads today that will determine the scope and vision of the association for the foreseeable future.
“Countertop fabricators face challenges and opportunities that are consistent with a rapidly evolving and fashion-driven industry. We must be there to offer the kinds of education, training and promotional opportunities that are relevant and significant to their businesses. The groundwork has been laid for that effort but, frankly, we can do better.”
ISSFA objectives for the immediate future include solidifying fabricator membership support for its change in focus; selection of an appropriate name for the association; restructuring of the education and training program to become more responsive to member needs; renewed emphasis on industry awareness; and generating new and more profitable business opportunities for member fabricators.
The ISSFA board is recommending that the fabricator membership approve a change in the association’s articles of incorporation toshift the focus from solid-surface and quartz-surfacing products exclusivelyto embracing all decorative surfacing materials.
The move was made to facilitate ISSFA’s evolution from a product-based organization to a fabricator-centered association.
“We have a full plate but the need is great,” said Werstler. “Some of the territory we expect to cover may be uncharted for a trade association in this environment of on-demand resources over the Internet and rapid change. With a new leadership and renewed focus on the fabricator, we feel confident ISSFA can take a proactive role in helping our members become more profitable in their businesses.”