Matt Werner has always been drawn to home construction and improvement, so when the opportunity to own Floor Coverings International came his way in 2010, he was eager to take it.
“I always had a vision for running a home improvement business,” Werner says. While attending the University of Wisconsin–Milwaukee, he operated a CollegePro Painters business, gaining firsthand experience in entrepreneurship. He also owned and managed a duplex in Milwaukee, further fueling his interest in the home improvement industry.
But Werner says his dream of business ownership was also closely tied to his family's goals.
“We wanted to be able to buy some land and have room for animals and pets,” he says. “But we also wanted to raise our kids in a different way—one where there’s built-in responsibility.”
Today, Werner shares that lifestyle with his wife, Karina, and their three daughters—Brighton, 15, Leighton, 13, and Ashton, 12—at Pine View Acres, the family’s hobby farm in Oconomowoc. Home to a variety of animals, the property has become an important part of the family's daily life and values.
For the Werners, farm life offers more than open space and animals. It provides opportunities for their daughters to develop responsibility, a strong work ethic, and an appreciation for the commitment required to care for others. Those same values have also shaped the way Werner approaches business ownership.
Balancing Business and a Farm
Managing a family, caring for animals, and maintaining a hobby farm isn't all that different from what Werner has experienced as a business owner. In addition to the Waukesha location, he also owns the Floor Coverings International in Oak Creek.
“Running a business comes with a great deal of responsibility,” Werner says. “Between our employees, installers, and customers, many people count on us to do things the right way. That same sense of accountability carries over to life on the farm, where something always needs attention and someone regularly depends on us.”
At Pine View Acres, those responsibilities are visible every day. The Werners care for two cats, a goat buck with what Werner describes as “big, huge horns,” about 20 ewes, and a flock of chickens.
“We’re doing chores every day,” Werner says.
The duties are shared by the entire family. Last year, Brighton helped raise three bottle-fed lambs.
“There’s a lot of work that goes into keeping the farm looking nice and keeping the animals healthy,” Werner says. “We shear the sheep once a year. We feed and water them every day. We had to build fencing so we could rotate them from field to field. I cut and bale hay during the summer for both our place and some of our neighbors’ properties as well. I’m kind of the neighborhood hay guy.”
While Werner acknowledges that his daughters are experiencing a unique upbringing, he believes the lessons learned on the farm will stay with them for years to come.
“We wanted to raise them in a way where they’re forced to think about something other than themselves,” he says. “I hope in their future years that they look back and appreciate how Mom and Dad raised them.”
In addition to the daily responsibilities of farm life, the Werners also homeschool their daughters, creating an environment where learning extends well beyond the classroom.
The emphasis on service, problem-solving, and understanding individual needs carries over into Werner's work with flooring customers as well.
Finding the Right Floor Starts at Home
When it comes to selecting new flooring, Werner recognizes that the process can be daunting. Many homeowners begin by visiting a large showroom, only to find themselves overwhelmed by countless options and displays.
That's why Floor Coverings International operates on a shop-at-home model. Through its mobile flooring showroom, customers can review samples in their own homes, allowing them to see how products look alongside existing paint colors, furnishings, and lighting conditions.
When Werner's team evaluates a space, they inspect the existing flooring, subfloor, and transitions to adjoining rooms while also accounting for how the space will be used.
“There’s a lot to consider,” Werner says. “It all depends on the needs of the homeowner. Are they looking for something more budget friendly? More based on performance or design? Sometimes it can be a combination of all three.”
“There’s a lot of hats we wear when we walk into a home,” he adds. “I’m part interior designer, part home improvement contractor, and part salesperson.”
While the company does maintain a small showroom, it is designed primarily as a resource for sales professionals and certain customer appointments rather than a traditional retail experience. Still, Werner notes that visitors are always welcome to stop in and take a look around.
Floor Coverings International is located at N15W22218 Watertown Road in Waukesha. For more information, visit floorcoveringsinternational.com/locations/us/wi/waukesha/ or follow @FCIWaukesha on Facebook.
To learn more about the Werner family's hobby farm, follow Pine View Acres at @pineviewacresfarm on Facebook.
For homes with kids and pets, Werner recommends luxury vinyl plank (LVP) because of its durability and low maintenance. In his own home, he chose ¾-inch solid hardwood flooring throughout most living areas for its timeless look and ability to be refinished in the future. Vinyl tile is used in high-moisture areas such as the entryway, laundry room, and bathrooms.
"We wanted to raise our kids in a different way—one where there’s built-in responsibility.”