We spoke to Daniel Jones of Oxford City Flooring, the newly crowned NICF LVT Fitter of the Year 2025, about his 37 years in flooring, why LVT, and why training is so important to the future of the industry.
How did you get started in flooring?
My journey in the flooring industry started in 1988, after leaving a Youth Training Scheme in joinery. The job advertised in the careers office was for a ‘Floorlayer Improver’. I started with the company within days and worked there for a year, until I was offered another position with a bigger company.
The fitter I worked with at the second job was an excellent teacher, and I soon realised that my previous employer didn’t do things the right way!
How did you come to specialise in LVT?
I initially started in contract flooring, installing vinyl, linoleum, and carpet tiles. This inspired me to look into other products to install within the residential sector. When LVT started to get more popular in the early ‘90s, I realised I had found my favourite thing to install.
What made you enter the NICF LVT Fitter of the Year competition?
When the NICF announced they were introducing LVT into the Fitter of the Year competition, I thought it was a great way to test myself. I first entered in 2020, but the competition was postponed due to COVID. So, in 2021, I entered again and made the finals, although I didn’t win.
2023 was my second attempt. Again, it wasn’t to be. This year, 2025, I entered with a completely different attitude, and I’m pleased to say it paid off. Winning was fantastic for me and also my wife Adele, who has supported me throughout.
What separates a great LVT fitter from a good one?
I think a great installer will always go that bit further on their attention to detail –fine-tuning, if you like.
How long have you been using Bostik products?
I have worked with Bostik plenty of times, and even had the pleasure of testing their Bostik ROLL when it was first released. This is when I first met Marc Rees, their Business Development Manager – a great guy!
I’m still using Bostik ROLL now for installing LVT accessories – it’s a fantastic product.
What would you say is the biggest challenge facing the flooring industry today?
The biggest challenge is the lack of good new installers coming through, and the number of installers doing installations incorrectly and giving the good ones a bad name.
Also, there are some manufacturers that look down on the fitters working out of vans. I know a few such fitters, and they’re an asset to the industry.
What positive changes have you seen in your time in the industry?
This has to be the amount of training available, and the amount of advice available from great people. Training is definitely the future, and I think every manufacturer should embrace it. After all, to have your product installed well will make it look great and last longer.
I still attend courses and open days to keep me up to date in the industry.
Also, talking to like-minded fitters and sharing ideas can be a great way of improving. Every day’s a school day!
What’s been the highlight of your career to date?
Aside from winning LVT Fitter of the Year, I think the most rewarding time of my career was becoming a full-time trainer at Floorskills for over two years. This gave me a great insight into the flooring industry, and an opportunity to meet a lot of people within it.
What’s your biggest goal for the future?
To keep on improving.
To find out more about the NICF Fitter of the Year competition, please click here.
