In this episode of The Underlay, Matt and Michael sit down with Jamie Keyzer, CEO of Floorworld, to talk all things flooring, franchising, and finding your feet in a new industry. Recorded at Clever Choice’s stunning new Melbourne HQ, this chat is part of our Melbourne Tour series, and it’s one you don’t want to miss.

Jamie opens up about his first 16 months at the helm of Floorworld, reflecting on the steep learning curve, the unique passion within the flooring industry, and what it's been like stepping into the shoes of a long-standing industry leader. From renovating his own home to road-tripping through retail stores, Jamie shares why the relationships behind the brand are just as important as the products on the shelves.

We cover everything from generational flooring businesses to the future of installation, apprenticeship pathways, and how collaboration is transforming the industry. Plus, there’s some fun talk about European shoes, family golf days, and Jamie’s secret weapon for deodorant success.

Key Topics Include:

• Jamie’s transition into the flooring industry and his first CEO role
• Floorworld’s growth, new member stores, and future strategy
• Industry challenges around installers and apprenticeships
• Why product innovation and timing are critical to success
• The Clever Choice–Floorworld relationship and how it’s evolved
• Golf, Greek Islands, and the infamous “shoes” story

 Know someone starting a reno or looking for flooring? Send them this episode. And if you're in the industry, share it with your team. Don’t forget to subscribe, leave a review, and follow The Underlay for more stories from the floor up.

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