Alex, what’s your background?
My career didn’t start where I expected. I was originally on track for a career in professional sport in Europe, but a serious injury at 20 brought me back to Sydney and prompted a new direction. I decided to invest in education, completing a degree in marketing, followed by a second degree in business, majoring in international law. That commitment to growth and self-improvement has shaped my professional journey ever since.
When I got into flooring, I was determined to understand the industry from the ground up. I started in the warehouse, learning every facet of the business before moving into commercial and industrial sales. Eventually I was recruited by an Australian manufacturer based in Melbourne. It was sink or swim, and I loved it. Those formative years laid the foundation for what has become a reputation as one of the industry’s most trusted specialists.
What does your role at Advance Surfaces Australia involve?
My focus is on bringing Advance Flooring’s innovative solutions to the Australian market, working with architects, specifiers and building managers to deliver tailored, consultative solutions. That means being responsive, getting samples out fast, communicating clearly and ensuring reliable delivery for people working in fast-paced interior fit-out environments.
Over time, flooring has evolved for me from simply selling a product to something much deeper. I remember being in a hospital in France where a technician encouraged architects to use all their senses – sight, sound, smell – when specifying flooring. That deeper level of consideration leads to better outcomes for building users. That philosophy underpins my approach today.
Are there projects you’re particularly proud of?
We’ve already had Advance products specified in some significant environments: Brisbane Airport, Gold Coast Airport, leading fitness facilities such as Club Lime and Total Fusion, and education environments nationwide. Seeing Kinetex and Rephouse performing in those kinds of high-demand spaces is genuinely satisfying.
What drew you to Advance Flooring specifically?
I’d known Nigel and Lincoln for years. We’d crossed paths in the industry and developed a mutual respect through shared values and vision. When Advance expanded into Australia – introducing innovative solutions such as Kinetex by J&J and the well-known Rephouse rubber flooring – the opportunity aligned perfectly.
The vision to grow the Advance brand in Australia made complete sense. I love the products we’re launching, particularly Rephouse, which has a real point of difference. We knew we could build something meaningful.
After visiting New Zealand and meeting the wider team, I knew it was the right move. Nigel and Lincoln are open, honest and genuine, and that flows through the entire team. Our pipeline in Australia has already grown substantially, and we’re only just getting started.
What trends are you seeing in the Australian market?
There’s a growing expectation from specifiers and building managers for consultative support, not just product supply. I’m also seeing real momentum around products with a sustainability story, particularly in commercial and industrial environments where the questions around end-of-life responsibility are becoming harder to ignore. Kinetex’s recycled content and take-back programme addresses that directly.
What do you enjoy outside of work?
I still love sport – watching it more than playing these days. I enjoy getting outdoors, good food and time with family.