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Catherine Franzella

Meet the Team: Catherine Franzella

Catherine Franzella joined APEX Group, a Diverzify Company, in March 2024. Cat grew up learning about the commercial flooring industry from her father and has been working in the field for almost a decade. As client development executive for strategic accounts, she will build and nurture relationships with key contacts across the country.

“Cat has not only extensive experience in the industry, but also a genuine passion for helping others,” said Thomas Holland, president of APEX Group. “I have no doubt she will build strong connections with our clients as she identifies solutions to their challenges.”

We recently sat down with Cat to welcome her to the team and learn more about her, both personally and professionally.

1. Tell us a little bit about yourself.

I recently decided to embark on an exciting new adventure by moving to Denver, Colorado, from New Orleans, Louisiana. Aside from attending college in California, I’ve spent most of my life in the South. While living through my first snowy winter has been an adjustment, being back in the mountains has been a dream. I have spent my career learning from my father in his commercial flooring business back in Louisiana. He started the company in 1976, and as the only kid of five in the business, I had a large legacy to uphold. Of all my ventures so far, this was by far the most life-changing. Growing and learning from him gave me the confidence to pursue my passions in my personal life. I pushed my limits and traveled the country solo, experiencing new food, art and music and making endless and lifelong friendships.

2. Why did you decide to join the APEX Group team?

As I started this new journey, my desire was to stay in the flooring industry. Everyone says once you get into flooring, you never leave it—and I believe them! I’ve become so passionate about my work that I knew I needed to pursue it further. I’ve known several members of the APEX Group team for years through Starnet, and I have great respect for them and their respective businesses. I believe APEX Group is going to provide incredible structure, support and ingenuity that will help me unlock untapped potential. Floor care is such a unique side of our business, and while it doesn’t always get the glamorous label, to me, it is incredibly interesting. Working on APEX’s strategic accounts team is going to allow me to really harness the power of our network and provide services to our customers across the United States.

3. How has your past experience prepared you for your new role?

For the past eight years, I have worked in the commercial flooring industry. Throughout this time, I’ve learned the business from top to bottom. Like others at many small businesses, I wore multiple hats over the years, from business development to specifier, sales, floor care manager, administration and project management. I developed my career and established a strong brand for myself and the business, which helped ignite new opportunities and connected me with the next generation of end users, contractors, facility managers and the design community.

I believe my vast experience, along with my unique selling style and natural aptitude for relationship building, will allow me to create large-scale growth within the strategic accounts team of APEX Group. I plan to draw on the wisdom I’ve gained over the years while continuing to learn from my knowledgeable peers and colleagues across the industry. Above all else, I do what I do for the people I get to meet and spend time with throughout the course of a workday. This perspective has provided me with deeper meaning, fulfillment and success.

4. What are your hobbies?

For the past 4.5 years, I have been teaching fitness classes before work each day. I studied kinesiology and pursued a professional dance career, so this was a natural progression. I teach a mix of weight training, pilates and yoga. Although a 4 a.m. wake-up call comes early, the joy of working with my clients (and trapping them in a room to listen to my playlists) is the best way to see the sunrise!

Aside from fitness, I’d consider myself a music fanatic. I’m learning to play bass guitar, and I spend my free time traveling around the country, seeing my favorite artists perform. Last year I saw around 50 concerts, and I hope to increase that number this year as Colorado attracts tons of great talent. There’s just something to say about the blues and rock ’n’ roll—it doesn't get old.

5. What’s the most interesting article or book you’ve read lately?

Ever since I was a kid, I’ve been an avid reader drawn to the thriller/mystery genre. My book club pushes me to read novels outside my comfort zone, but I’ll always love a good page-turner. Most recently, I read the novel The Housemaid and its sequel The Housemaid’s Secret by Freida McFadden. They’re the kind of books where you can dive in and finish 24 hours later because you won’t want to put it down. Seriously, if you buy one of those books, just cancel your plans.

6. If you could only eat one meal for the rest of your life, what would it be?

It’s pretty funny how often I ask myself this question as if it is a likely scenario. The Italian in me wants to say stuffed artichokes, but I’ve grown quite the reputation as a snack queen. I’m known to never be caught empty-handed when it comes to having snacks on me: chips, jerky, granola bars, you name it. If 7-11 sells it, I’d be content living off of it for the rest of my life.

7. What’s on your bucket list?

I am very much an enthusiast and adventurer. If something sounds like a new experience that’ll make a good story, then I want to do it! I’m often guilty of daydreaming about my next trip while I’m on the current one. Visiting the Mediterranean islands and Banff National Park in Canada are at the top of my ever-growing concert and travel destinations wish list. In terms of music, if Eric Clapton hosts another Crossroads Guitar Festival, I will do everything I can to be there! Seeing some of the most influential living guitar legends in one place is an absolute dream of mine.