Footprints Floors Franchisees Share Their Experiences as Women in the Flooring Industry

Footprints Floors, a leading flooring franchise with over 150 locations, gives entrepreneurs from all backgrounds the opportunity to succeed. The franchise’s commitment to diversity ensures that individuals, regardless of gender, have the tools and resources they need to thrive. By fostering an inclusive environment and providing comprehensive support, the franchise empowers women to take the lead in a field where they are often underrepresented.

In honor of American Business Women's Day, three Footprints Floors franchisees, Shawna Eikenberry and Amanda Wilkins (Footprints Floors Raleigh) and Alissa Ruiz (Footprints Floors Plainfield & Joliet) shared their stories of how they navigated these challenges and thrived as business owners with 1851 Franchise.

Entering the Flooring Industry

Eikenberry, Wilkins and Ruiz all came into the flooring industry from different backgrounds but shared a common goal of owning their own businesses.

Eikenberry had a long career in public service before moving into franchising. She worked in roles ranging from victim advocacy to strategic city planning. “When my family relocated out to Raleigh, North Carolina, we had an opportunity to do something for ourselves,” she said, “and so started looking into business opportunities.”

Wilkins also came from a field outside the remodeling and construction industry. "My background is actually in journalism, of all things," she said. "I worked for the local newspaper industry for 20 plus years before coming to Footprints, doing a lot of different things. I came to Footprints more as someone who had done a lot of my own home improvement projects and, having made a lot of mistakes, understood the value of having a professional do certain projects."

As for Ruiz, she and her husband had been exploring franchise opportunities for years before settling on Footprints Floors. “My husband is the one that stumbled upon Footprints, actually. And he was like, ‘What do you think about flooring?’” said Ruiz. “The more we read into it, the more it seemed like a good fit for us.”

Challenges as Women in a Male-Dominated Industry

All three women faced challenges as they entered the male-dominated flooring industry.

Wilkins noted that one of the first questions they had when exploring Footprints Floors was how people would respond to women selling home remodeling services. "We knew that going in as woman ownership, we might have some challenges," she said. “But Footprints has been very supportive of us as women owners. They helped us feel confident from the beginning that we could do this and that being women wasn’t a downside.”

Eikenberry shared similar concerns about how she would be perceived by her crews and customers. “I was concerned about it, honestly,” she said. “My crews, they seemed a little surprised at first, but they got pretty quickly that I actually know what I’m talking about.”

Ruiz had comparable experiences, particularly with clients who underestimated her because of her gender. “There’ve been some customers who haven’t really given me the time of day because they just kind of assume I don’t know what I’m talking about,” she said. “But I proved myself by discussing the details confidently and showing that I truly understood the industry and the project.”

Despite these challenges, all three women believe the industry’s male dominance shouldn’t deter other women from pursuing similar careers.

“There are other women out here,” said Eikenberry. “We are doing it. We are succeeding. I would love to see us support each other more and help each other grow and learn and encourage one another.”

The Rewards of Business Ownership

Wilkins, Eikenberry and Ruiz have found tremendous reward in their roles as business owners. 

“I really love the freedom of being a business owner, and our being able to buy into a franchise really was the best way for us to achieve that,” Wilkins said. "We are very busy, but it's for myself, and I have the freedom to dictate my own schedule."

Eikenberry finds gratification in changing perceptions and seeing the impact of her work. She shared a touching story of an older, widowed customer who was “honestly just so moved and joyful” to see a female business owner succeeding in the flooring industry. “It’s the fruits of all of those efforts of everybody that comes before,” she said.

As for Ruiz, her fulfillment came in setting an example for her children. “I have three kids, and I love being able to show them that I have my own business,” she said. “That I am successful and that I’m doing it.”

Support from Footprints Floors

All three franchisees speak enthusiastically about the strong support they receive from Footprints Floors, which they say has been instrumental in their success. Wilkins emphasizes the confidence they were given as women in a male-dominated industry, while Eikenberry highlights the ongoing educational resources provided by the franchise. Ruiz praises the continuous support system even as she reaches the end of her first year as a franchise owner.

“There hasn’t been a single time I’ve been left hanging,” said Ruiz. “I’m almost at my one-year mark and I still feel like that support is there.”

This support has been crucial in helping them navigate the challenges of business ownership and thrive in an industry where women are often underrepresented. When asked what advice they would give to other women looking to start their own businesses, all three stress the importance of confidence and persistence.

“Don’t be afraid to look outside the norm,” said Ruiz. “If you’re interested in something that’s mostly male-dominated, keep looking, do your research, and go for it.”

To find out more information on costs to buy this franchise, please visit 1851franchise.com/footprintsfloors.