In this episode of The UK Flooring Podcast, Tom sits down with Danny Stenhouse for a proper honest conversation about life, business, flooring, social media and the lessons you only learn the hard way.

Danny shares his story from growing up on Pottery Lane in York, building resilience through a tough upbringing, working in youth support, becoming an estate agent, and eventually finding his way into wood floor sanding almost by accident.

What follows is a brilliant, funny and very real conversation about starting with second-hand machines, learning from mistakes, building a reputation, dealing with online negativity, and using social media properly to grow a flooring business.

This episode is full of honesty, humour and valuable lessons for anyone in the flooring trade who is trying to build something of their own.

What You’ll Learn in This Episode

How Danny went from youth work and estate agency into floor sanding.

Why his first business name, Hands On Deck, caused a few unexpected problems with Google searches.

How he built his first sanding set-up using old machines, second-hand gear and a lot of trial and error.

The importance of asking for help from people who know more than you.

Why Danny credits people like Ben Osborn, Dave Butterworth, Dave Watson and Vernon for helping shape his journey.

How learning the hard way can make you better when you finally get the right kit.

Why Danny moved from trying to grow a team back to working alone, and why that suits him better.

How becoming a dad changed his priorities, his habits and the way he runs his business.

Why social media can be both toxic and incredibly powerful for flooring businesses.

How Danny gets strong traction from reels by being consistent, watching what works and not being afraid to put himself out there.

Why customers often feel like they know you before they ever pick up the phone.

The dangers of making assumptions about people based on social media or group chats.

The biggest mistake Danny made on a job, involving an engineered floor, dog urine and one very intimidating customer.

Why watching your overheads is one of the best pieces of business advice you can follow.

Memorable Quote

“Don’t fall on your sword. Don’t die on a hill. It’s okay to be wrong.”

Speaker Information

Guest: Danny Stenhouse, also known as Danny Sandhouse

Danny runs Sandhouse Floor Sanding and has built a strong reputation for high-quality wood floor sanding, restoration and finishing. Known for his creative approach, honest personality and strong social media presence, Danny has grown his business through graft, consistency, learning from others and being himself online.

Host: Tom Cockerill

Tom is the co-founder of Cockerill & Co and host of The UK Flooring Podcast, where he speaks to people across the flooring industry about business, lessons, mistakes, growth and the real stories behind the trade.

Where to Find The UK Flooring Podcast

Watch or listen to The UK Flooring Podcast on YouTube, Spotify and Apple Podcasts.

Hosted on Acast. See acast.com/privacy for more information.

In this solo episode of The UK Flooring Podcast, Tom shares a quickfire sales masterclass for flooring retailers and contractors who feel busy, but not necessarily more profitable.

After admitting that a previous sales masterclass recording never made it out as planned, Tom turns it into a practical audio session packed with advice for flooring businesses that already know their trade, but need to sharpen how they sell, follow up and deliver a better customer experience.

Tom breaks down why being busy is not always the same as being profitable, why flooring businesses need better systems, and how retailers can stop leaving sales to chance. From CRM systems and follow-up processes to customer service, speed, confidence and perceived value, this episode is a reminder that small changes in the sales process can make a massive difference.

What You’ll Learn in This Episode

How to stop relying on the “golden egg” and start improving execution.

Why turnover does not always mean profit.

How CRM systems can help flooring retailers create repeatable sales processes.

Why customers are looking for clarity, consistency, speed and a smile.

How to ask better questions before showing products.

Why flooring retailers should sell the outcome, not just the flooring.

How speed can help win jobs before momentum dies.

Why smiling on the phone can genuinely change the tone of a call.

How to deal with price objections without immediately discounting.

Why follow-up is one of the biggest missed opportunities in flooring retail.

How to measure sales performance and improve conversion rates.

Memorable Quote

“The fortune is in the follow-up.”

Speaker Information

This episode is hosted by Tom Cockerill from Cockerill & Co. Tom works with flooring retailers and contractors to help them improve sales, operations, profitability and the overall customer experience. Having visited hundreds of flooring shops and trained retailers of all sizes, Tom shares what he sees working, what is holding businesses back, and where flooring companies can tighten up their sales process.

For one-to-one support or free training, Tom can be contacted at:

[email protected]

Where to Find The UK Flooring Podcast

Listen to The UK Flooring Podcast on Spotify, Apple Podcasts and YouTube.

New episodes feature conversations, advice and honest insight for flooring retailers, contractors, fitters, suppliers and anyone looking to grow a better flooring business.

Hosted on Acast. See acast.com/privacy for more information.

In this special episode of The UK Flooring Podcast, Tom and Sarah revisit one of their favourite conversations with Paul Mort.

This episode goes far beyond business. Paul talks openly about personal development, mental health, responsibility, family, purpose, confidence, marketing, criticism, and what it really takes to change the way you feel and live.

It is honest, funny, raw and, at times, properly emotional. From the early days of Tom attending one of Paul’s events in Newcastle, to Paul’s journey building a movement, this conversation is packed with stories, hard truths and the kind of straight-talking advice that sticks with you.

What You’ll Learn in This Episode

Why Tom and Sarah credit Paul Mort with having such a big impact on their journey.

How Paul explains the idea that you are more in control of how you feel than you might think.

Why so many people struggle because they know what they want to escape from, but not what they want to move towards.

The importance of having a vision for the future that actually excites you.

Why Paul believes life is built around experiences, growth and impact.

How doing difficult things can build confidence, even when you do them scared.

Why getting criticism online is part of putting yourself out there.

Paul’s blunt take on marketing, social media, paid ads and knowing your numbers.

Why business owners need to stop chasing “cheap high quality leads” and start understanding value.

How belief in your own offer changes the way you sell.

Why Paul wants to grow his programme, his impact and the movement around what he does.

Memorable Quote

“Questions are the steering wheel of the mind.”

Speaker Information

Paul Mort is a speaker, author, coach and personal development figure known for his direct, no-nonsense approach to helping people take responsibility for their life, their mindset and their future.

In this episode, Paul shares stories from his own life, his work with business owners, his events, his family, his physical challenges and his mission to help people stop feeling stuck.

Where to Find The UK Flooring Podcast

Listen to The UK Flooring Podcast on Spotify and Apple Podcasts.

You can also watch episodes on the Cockerill & Co YouTube channel.

Follow The UK Flooring Podcast and Cockerill & Co on social media for more episodes, clips and updates from across the flooring industry.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The UK Flooring Podcast, Tom sits down with Paul McMaster from Carpets & Flooring 2 You in Bishop Auckland for an honest conversation about retail, ambition, service, mistakes, family, and why bigger is not always better.

Paul has spent 27 years in the flooring trade, working across retail, wholesale and sales before joining forces with his long-time friend and business partner Richard. Together, they have built a flooring business that works for their lives, not the other way round.

This episode digs into the reality of running a flooring shop in a local market, learning what products suit your customers, dealing with mistakes properly, and the value of repeat business built through service rather than constant advertising.

Paul also shares why he stepped away from the “golden handcuffs”, how Covid shifted his thinking, what he learnt from years on the road as a rep, and why being time rich matters just as much as making money.

What You’ll Learn in This Episode

How Paul went from wholesale and sales into running a retail flooring business.

Why having the right business partner can give you more freedom, balance and peace of mind.

Why opening more shops is not always the right move, even when growth looks tempting.

The lessons Paul learnt from trying higher-end products that did not suit his local market.

Why service, repeat business and word of mouth are still some of the strongest tools in flooring retail.

The difference between selling and telling when customers walk into your showroom.

Why flooring retailers need to ask better questions instead of leaving customers to “just have a look around”.

How mistakes can actually strengthen customer relationships when you respond quickly and take responsibility.

Why floor preparation matters so much with laminate, click LVT and stick-down products.

The story behind the Northern Flooring Alliance and why relaxed, face-to-face networking still matters.

Memorable Quote

“Reining in your ambition isn’t a bad thing.”

Speaker Information

Guest: Paul McMaster

Business: Carpets & Flooring 2 You

Location: Bishop Auckland

Website: https://www.carpets2youltd.co.uk/

Carpets & Flooring 2 You is based at 5a St Helens Way, St Helens, Bishop Auckland, and offers carpets, vinyl, laminates and LVT.

Paul runs the business with his business partner Richard. Their approach is built around service, honesty, repeat business and creating a working life that still leaves room for family.

Where to Find The UK Flooring Podcast

Listen to more episodes of The UK Flooring Podcast on Spotify, Apple Podcasts and YouTube.

Follow along for more honest conversations with flooring retailers, fitters, suppliers and industry leaders across the UK.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The UK Flooring Podcast, Tom sits down with Luke Crooks, Managing Director of Solent Wholesale Carpets, an independent flooring wholesaler based on the South Coast.

Luke shares the story of how his grandfather moved south after the war, started with carpet shops, and eventually built the wholesale business that the family still runs today. He talks about what it takes to stay relevant in a changing market, why service still matters more than being the cheapest, and how Solent has built a reputation for helping retailers, contractors and fitters when they need stock, support and answers quickly.

This is a brilliant conversation for anyone in flooring who has ever felt the pressure of price, stock, supplier relationships, customer expectations or the temptation to chase every possible direction in business.

What You’ll Learn in This Episode:

How Solent Wholesale Carpets started as a family business nearly 60 years ago

Why wholesalers have had to adapt as retailers gained more direct access to manufacturers

Why Luke believes service, stock and reliability often matter more than saving a few pounds

How Solent supports customers with fast delivery, WhatsApp support and practical problem-solving

Why flooring retailers should think carefully before filling their showroom with too many branded stands

The three non-negotiables Luke would focus on if he opened a flooring shop

Why sales skills matter just as much as flooring knowledge in retail

How debranding products can help retailers protect margin and reduce price comparison

Why fitters, retailers, contractors and wholesalers often think the grass is greener elsewhere

How Solent handled Covid, supplier payments, stock challenges and customer demand

Why paying for good advice can save money in the long run

What is next for Solent, including expansion into South Essex

Memorable Quote:

“Buying from a wholesaler is not all about price, it’s about service.”

Speaker Information:

Luke Crooks

Managing Director, Solent Wholesale Carpets

Solent Wholesale Carpets are an independently owned flooring wholesaler based in Chichester, supplying carpets, vinyl, LVT, wood, laminate, carpet tiles, underlay and accessories to the trade. Their website states they hold over 500,000 sqm of stock, with most products available next day across the South of England and within three days nationwide.

Website: https://www.solentwholesale.com/

Instagram: @solent_wholesale

Facebook: Solent Wholesale Carpets

Where to Find The UK Flooring Podcast:

Listen on Spotify: https://open.spotify.com/show/59DLhGPVKNtVoS656EYtxq

Listen on Apple Podcasts: https://podcasts.apple.com/gb/podcast/the-uk-flooring-podcast/id1606720642

Visit The UK Flooring Podcast website: https://theukflooringpodcast.co.uk/

Watch on YouTube via Cockerill & Co: https://www.youtube.com/@cockerillco6141

The UK Flooring Podcast is hosted by Tom and Sarah Cockerill and shares stories, lessons and honest conversations from across the UK flooring industry.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The UK Flooring Podcast, Tom is joined by John Beamson, also known as The CEO Adventurer, for a brutally honest conversation about business, accountability, resilience and why so many people want the big results without doing the simple things properly.

From missed meetings and unreturned calls to poor follow-up, weak priorities and avoiding uncomfortable conversations, Tom and John dig into the basics that separate those who move forward from those who stay stuck.

They also talk about Make or Break, challenging yourself properly, John’s 3 Peaks, 3 Pots documentary, and why doing hard things in life often exposes the same habits that are holding you back in business.

What You’ll Learn in This Episode

Why the basics still matter more than most business owners realise.

How missed calls, missed meetings and poor follow-up can cost you real money.

Why people often chase big ideas while ignoring simple actions.

The link between accountability, confidence and business growth.

Why discomfort is often the thing that forces genuine progress.

How Tom and John use challenge events to help people confront their own limits.

Why doing hard things is not about ego, it is about building standards.

Memorable Quote

“How you do anything is how you do everything.”

Speaker Information

John Beamson is The CEO Adventurer, working with CEOs, business owners and leaders through outdoor challenges, leadership development, mindset work and resilience coaching. His documentary, 3 Peaks, 3 Pots, follows an extreme challenge combining Britain’s peaks and cave systems, using adventure as a metaphor for pressure, fear, business and life.

You can find John here:

Website: www.ceoadventurer.com

Documentary: 3 Peaks, 3 Pots

LinkedIn: John Beamson

Instagram: @theceoadventurer

Where to Find The UK Flooring Podcast

Listen on Spotify, Apple Podcasts, or watch on the Cockerill & Co YouTube channel.

The UK Flooring Podcast is produced by Cockerill & Co and is dedicated to sharing honest conversations, business lessons and real stories from across the flooring industry.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The UK Flooring Podcast, Tom is joined by Matt Brindley from Rethink Drink for a frank conversation about alcohol, stress, business growth and the habits that quietly hold people back.

This is not a preachy episode about never drinking again. It is a proper look at the grey area many business owners find themselves in, where alcohol is not necessarily destroying their life, but it may be taking more from them than they realise.

Matt explains how alcohol can become a tool for switching off, dealing with stress, handling social situations or marking the end of a difficult day. The problem is, when that tool becomes the default, it can start to affect confidence, energy, family life, decision-making and the opportunities you actually take in business.

Tom and Matt discuss the difference between enjoying a drink and relying on it, why willpower alone often does not work, and how changing your environment and routine can make a bigger difference than simply trying harder.

They also talk about The Sinclair Method, grey area drinking, binge drinking, and why some people may need a more structured, medically supported route to getting their drinking back under control.

What You’ll Learn in This Episode

How alcohol can quietly affect business growth, even if things look fine on the outside.

Why “grey area drinking” is so common among high-performing business owners and professionals.

The warning signs that drinking may have moved from enjoyment into dependency.

Why stress, social situations and the need to decompress can become triggers.

How routines, environment and pattern interrupts can help reduce the pull of alcohol.

Why simply sitting in the same place, doing the same thing, but trying not to drink is often the wrong approach.

How missed opportunities, lower confidence and poor energy can impact your business over time.

What The Sinclair Method is and why Matt believes more people need to know it exists.

Memorable Quote

“Environment overpowers willpower every single time.”

Speaker Information

Guest: Matt Brindley

Company: Rethink Drink

Website: https://www.rethinkdrink.co.uk/

Matt Brindley is a coach working with Rethink Drink, supporting people through The Sinclair Method, a medication-assisted approach designed to help people change their relationship with alcohol. In this episode, Matt shares both professional insight and his own personal experience of trying to get a handle on drinking.

Where to Find The UK Flooring Podcast

Spotify: https://open.spotify.com/show/59DLhGPVKNtVoS656EYtxq

Apple Podcasts: https://podcasts.apple.com/gb/podcast/the-uk-flooring-podcast/id1606720642

YouTube: Cockerill & Co

https://www.youtube.com/@cockerillco6141

Cockerill & Co: https://www.cockerillandco.co.uk/

The UK Flooring Podcast: https://theukflooringpodcast.co.uk/

Hosted on Acast. See acast.com/privacy for more information.

This episode of The UK Flooring Podcast sits down with Scott Wolters, Sales Director at Egger Building & Flooring UK & Ireland, for a proper look at sales, distribution, product knowledge and what flooring retailers really need from the brands they work with.

Scott shares his journey from business and marketing graduate to sales leadership, including his time helping build Egger’s flooring activity in North America and his return to the UK to rebuild and refocus the sales team. He talks honestly about culture, loyalty, saying no, and why experience matters when you’re building a team that understands the flooring industry properly.

A big part of the conversation focuses on Egger’s flooring offer, how the brand works through distribution, and why Scott believes retailers need more than just a stand full of samples. They need product knowledge, support, training, strong point of sale, clear routes to market, and a brand that protects the retailer rather than competing against them directly.

Scott also explains why laminate still needs to be sold properly, especially when it comes to understanding water resistance, specification, product benefits and how to give customers the confidence to choose the right floor.

What You’ll Learn in This Episode:

Why Scott believes culture and people are one of Egger’s biggest strengths.

How Egger supports flooring retailers through distribution across the UK and Ireland.

Why product knowledge is so important when selling laminate and hard flooring.

The difference between DIY, online and retail distribution routes.

Why retailers need brands that protect their business, not just supply products.

How Scott rebuilt the sales team after a major change in personnel.

Why experienced people matter in flooring sales.

The importance of saying no, setting boundaries and not promising what you cannot deliver.

What Scott would do if he opened his own flooring shop.

Why a focused range, strong product knowledge and reliable service can help a retailer stand out.

Memorable Quote:

“Don’t promise something you can’t deliver. People respect honesty more than excuses.”

Speaker Information:

Scott Wolters is Sales Director at Egger Building & Flooring UK & Ireland. He has spent over 12 years with Egger, working across flooring, building products and international markets, including four years in North America helping develop Egger’s flooring activity in the United States and Canada. In this episode, Scott talks about sales leadership, distribution, retailer support and Egger’s ambition to grow its branded flooring products through the retail sector.

Where to Find The UK Flooring Podcast:

Spotify: https://open.spotify.com/show/6Qqg3VhMgz6QfVZzLRn7Yf

Apple Podcasts: https://podcasts.apple.com/gb/podcast/the-uk-flooring-podcast/id1606838547

YouTube: https://www.youtube.com/@TheUKFlooringPodcast

Hosted on Acast. See acast.com/privacy for more information.

This episode of The UK Flooring Podcast welcomes Amanda “Panda” Ford, founder of The Financial Planning Club, for a practical look at how understanding different personalities can improve the way you sell, communicate and manage people.

Amanda introduces Insights Discovery, a psychometric profiling tool that uses four colour energies to explain how people prefer to communicate, receive information and make decisions.

Some customers want every detail about the flooring, preparation and installation process. Others simply want the price, the timescale and a clear answer. Treating both customers in exactly the same way can create friction, lose trust and potentially cost you the job.

Amanda explains how flooring professionals can begin spotting different communication styles from the questions customers ask, the language they use and even the way they enter a showroom. The goal is not to label people or completely change your personality. It is to recognise when your usual approach may need adjusting.

The conversation also explores the value of surrounding yourself with other business owners. Amanda shares an outsider’s perspective on the flooring industry and explains why the community inside the Cockerill & Co Alliance is so valuable, regardless of whether someone is working alone from a van or running a seven-figure company.

What You’ll Learn in This Episode

How Insights Discovery uses four colour energies to explain communication preferences

Why some customers demand detail while others only want the price and timescale

How to identify different personality styles during surveys, quotations and showroom conversations

Why listening and asking better questions can improve your sales process

How to adapt quotations and information packs for different types of customers

Why your natural communication style may connect with some people but alienate others

How better self-awareness can improve customer service, leadership and teamwork

Why business owners need a supportive community outside their own company

Memorable Quote

“Once you know about yourself, you then start to understand other people.”

Speaker Information

Amanda “Panda” Ford is the founder of The Financial Planning Club and a qualified Insights Discovery practitioner. She helps individuals and teams understand how they communicate, respond to situations and work with people who think differently.

Where to Find The UK Flooring Podcast

Listen on Spotify and Apple Podcasts.

Follow The UK Flooring Podcast on Facebook, Instagram, TikTok, LinkedIn and YouTube for new episodes, clips and flooring industry conversations.

Hosted on Acast. See acast.com/privacy for more information.

In this episode of The UK Flooring Podcast, Tom sits down with Dean Smith, owner of DCS Flooring Limited, for an honest conversation about growing a commercial flooring business, stepping away from the tools and finding a better balance between work and family life.

Dean shares how he followed his dad into flooring after leaving college, before choosing a different route and building a business focused mainly on commercial projects.

However, years of fitting demanding floors during the day, quoting at night and carrying the pressure of running a business began to take its toll. Dean found himself physically exhausted, struggling to make the numbers work and bringing the stress of the business home with him.

That pressure eventually contributed to the breakdown of his relationship and forced him to reconsider what he wanted from his business and his life.

Dean explains how taking on more fitters and coming off the tools helped him regain control. Although the transition was difficult, and the work initially struggled to catch up with the size of the team, it allowed him to focus on winning projects, managing the business and spending more time with his children.

The conversation also explores the realities of managing employees, staying organised, using AI and automation, and why business owners can become so focused on systems that they forget the basic task of bringing new work through the door.

• How Dean progressed from working alongside his dad to running DCS Flooring Limited
• Why he chose commercial flooring instead of following his dad into domestic retail
• The physical and emotional impact of fitting floors while trying to run a business
• How business pressure affected Dean’s relationship and family life
• Why working harder did not necessarily mean making more money
• The challenges of employing people before the workload has caught up
• Why getting off the tools became a major turning point
• How Dean keeps his team happy through fairness, good pay and sensible working hours
• Why every employee is motivated by something different
• How early mornings help Dean complete his most important work
• Why enjoying your job is often a choice rather than something that simply happens
• How Dean uses ChatGPT, CRM systems and an AI receptionist in the business
• The risks of automating too much of the customer journey
• Why systems and processes can become a distraction from sales
• Dean’s plans to grow the company without losing the freedom he has created

“We can all go to work and earn money, but ultimately you need to go to work and enjoy yourself.”

Dean Smith is the owner of DCS Flooring Limited, a commercial flooring contractor based in Leicestershire.

After spending much of his career fitting floors himself, Dean is now focused on growing his team, improving the company’s systems and building a business that gives him more control, freedom and time with his family.

Follow DCS Flooring Limited on Instagram:

@dcsflooringltd

Visit the DCS Flooring website:

www.dcsflooringltd.co.uk

Listen to The UK Flooring Podcast on Spotify and Apple Podcasts, or watch the latest episodes through the Cockerill & Co YouTube channel.

Follow The UK Flooring Podcast on Instagram, Facebook, TikTok and LinkedIn for new episodes, clips and conversations from across the flooring industry.

Hosted on Acast. See acast.com/privacy for more information.