In the fast-evolving world of resin flooring, few professionals combine technical expertise with genuine customer connection quite like Evelyn Cho. As Sales Director at Floorfinder Asia, she brings over 15 years of flooring industry experience to a company that’s pioneering innovative solutions worldwide.
What truly sets her apart is her infectious energy and adventurous spirit. Whether she’s tackling the thrilling rollercoaster ride of sales, exploring new destinations, or skydiving, she approaches everything with the same positive aura and excitement. Evelyn brings genuine care and boundless enthusiasm to her work, believing that good energy and authentic connections are the foundation of both business success and personal happiness.
You’ve been in the flooring industry for over 15 years. What initially drew you to this field, and what keeps you passionate about it today?
Honestly, I didn’t plan to land in flooring. Like many, I stumbled into it. But what made me stay – and truly fall in love with it – was the possibilities it opened.
I saw how much room there was to learn, to grow, to create something meaningful. I found myself drawn to the human side of the business. I love talking to people – understanding what they need, what they worry about, and what success looks like to them. Building those relationships and being part of the solution… that’s what drives me.
What keeps me passionate? It’s that constant balance of challenge and creativity. Every market, every project, every partner brings a new puzzle to solve – figuring out what the client really needs, what constraints we are working with, and how to deliver something that works, both technically and practically. And when all the pieces finally come together – that moment when you’ve solved it – it is incredibly fulfilling! Quietly powerful! Like a small personal win that reminds me why I am here!
I’ve learned to cherish all the small wins. A smooth delivery. A customer who says thank you. A tricky issue solved without anyone even noticing. But honestly, what really energizes me is bringing that positive aura to every interaction I have. I love adventure and that thrilling feeling of connecting with people – when I walk into a room or join a call with genuine enthusiasm, it’s contagious. Nothing beats maintaining a good mood every day, because energy is everything! When you approach each day with that mindset, it transforms ordinary business conversations into meaningful connections. These are the things that fuel me more than any big title or milestone.
Over the years, I’ve grown with the industry – watching it shift from simple performance requirements to more design-driven, sustainable, and demanding expectations. And through it all, I still enjoy learning, adapting and connecting with people.
That’s what keeps me going. The fact that I still care. I still show up and I still feel proud of the work I do.
The resin flooring market has been showing strong growth, with epoxy resin leading market share with 43.6% in 2024 [Source]. How do you see this landscape evolving?
The growth doesn’t surprise me – epoxy’s dominance makes sense; it’s reliable, cost-effective, and familiar to many. But what I find more interesting is how customer expectations are evolving beyond just durability.
The growth isn’t just about numbers – it is about mindset. Yes, epoxy holds a strong share and it is a great workhorse. But the client today asks different questions than they did ten years ago. They no longer just ask, “how long will this last?” but instead they ask, “Will this reduce downtime?” “Is it environmentally safe?” “Can it perform in extreme conditions?” That, to me, is the signal of real progress.
Every new market we explore brings that same thrilling feeling I get from bidding on challenging jobs – it’s like sky diving into unknown territory or that rush from a roller coaster ride. The excitement from traveling to different markets means there’s always something new to explore and learn, and that adventure keeps me energized about where this industry is heading.
This tells me that the market is maturing – not just expanding. And it is pushing all of us to be better. It is not enough to sell a good product anymore. You need to educate, to guide, to listen more closely than ever. You have to be technically sound, but emotionally tuned in.
So where is the market going? I think it is heading towards a more specialized, need-based system – faster, safer, more responsible. But more than that, I think it’s heading towards deeper collaboration. Less transactional, more partnership-driven. And that’s a future I am excited to be part of.
Customer relationships seem central to your approach. How do you build trust in a technical industry where specifications can be complex?
For me, it’s always been about finding the balance between knowing your stuff and knowing your people.
When I first started, I didn’t have a technical background. I had to learn everything from the ground up – on the job site, through mistakes, through listening. And I was never afraid to ask questions. That’s how I build my technical confidence – not from the textbook, but from real experience.
But I also realised early on that even the best technical advice means nothing if the person on the other end doesn’t feel heard. That’s where emotional intelligence comes in. This is where my love for adventure and bringing positive energy really shows up – I approach each interaction like an exciting new exploration. It’s how you simplify something complex without making them feel small. It’s staying calm when pressure is high. But also spreading that positive aura that makes everyone feel more confident about moving forward together..
That said, I’ve learned an important truth: you can’t make everyone happy. In a fast-paced environment with many moving parts, there will always be differing expectations. My focus is on being honest, dependable, and solution-oriented. I aim to create alignment – not perfection.
Now, I try to bring both to every conversation. I know the materials, the systems, the performance – but I read the room. I pay attention to tone, body language, hesitation, I don’t just answer – I respond.
Ultimately, I believe trust is built not just on what you know, but on how you carry it – especially when things didn’t go according to plan. That’s when the combination of technical competence and emotional intelligence becomes more valuable.
The Global flooring market is estimated to be about 401.84 billion [Source] in 2024, what opportunities do you see for specialized resin flooring for companies like Floorfinder Asia in the near future?
The scale of the global flooring market reflects just how essential our industry is to infrastructure, manufacturing, healthcare, logistics, and beyond. Within that, specialized resin flooring continues to grow as a niche that delivers highly targeted solutions —where general-purpose products often fall short.
For companies like ours, the opportunity lies in the specificity —not trying to serve every market but solving the right problems for the right people. Whether it’s anti-static requirements in electronics facilities, chemical resistance in pharmaceuticals, or UV stability in outdoor sports courts, we’re seeing growing demand for systems that are not just functional but purpose-engineered.
We also see strong potential in regions where industrial standards are rising, and regulations are tightening. Customers are increasingly prioritizing safety, hygiene, and sustainability —and resin systems, if formulated and installed well, they tick all those boxes.
The other big shift is in customization. Buyers are no longer just comparing prices—they’re comparing performance, ease of installation, after-sales support, and supplier agility. That plays to our strength as a technically driven, solutions-focused company. We’re not here to mass-produce; we’re here to adapt.
So while the number—USD 401.84 billion—is impressive, the real opportunity is in staying focused: knowing our strengths, building trust with the right partners, and delivering performance that lasts. That’s where we see sustainable growth.
Sustainability is becoming increasingly important in the construction & flooring industries. How is this trend affecting your sales conversations?
To be honest, I never saw sustainability as just a checkbox or trend to follow. For me, it became real the moment I saw how certain products could affect the people applying them—the installers working long hours in heat, in enclosed spaces, sometimes with minimal protection. That’s when it clicked: SUSTAINABILITY isn’t just about the planet. It’s about PEOPLE.
I learned how to truly love from being a mother, and that taught me to love my job, life, and the happiness I can bring to others. This love extends to spreading positive energy! I want everyone involved in our projects to feel valued and protected.
In our line of work, I’ve met so many hardworking men and women who handle materials every day, often without asking questions—they just want to get the job done. But I ask the questions for them: Is this product safe? Will it harm them in the long run? Is there a better alternative we can offer that protects their health while delivering performance? These are the values I hold tightly.
So yes, sustainability enters sales conversations more frequently now—but I try to take it deeper. When I talk to a client, I don’t only talk about green certifications or VOC levels. I talk about how these choices affect the person on the ground: the worker applying the system, the building occupants breathing in the air, and the long-term environment we all share. I think when you bring the conversation to that human level, people start to see sustainability as something more personal —more urgent.
At FLOORFINDER, we always say we’re here to solve problems—but some of those problems are silent and invisible. Upholding health, safety, and human dignity through smarter material choices is one way I feel proud to lead with purpose.
The industry is seeing trends toward direct-to-consumer sales while maintaining contractor relationships. How do you navigate this balance?
Navigating between direct-to-consumer expectations and maintaining strong contractor relationships is not a tug-of-war—it’s a balancing act rooted in trust, transparency, and shared purpose.
End users today are more empowered. They research, compare, and engage with brands directly. They want answers beyond price—they want to understand durability, safety, sustainability, and long-term value. I respect that. Their curiosity challenges us to communicate more clearly and meaningfully about what we do.
At the same time, contractors remain the heart of execution. Their experience, skill, and ability to deliver under pressure are irreplaceable. They face the reality of site conditions, timelines, and technical nuances we must never underestimate. I’ve learned to listen carefully to their insights, because a good design on paper means nothing without smooth execution on-site.
I see my role as the translator between these two worlds. I take technical data and turn it into simple value statements for the customer. I take the customer’s hopes and turn them into actionable, realistic steps with the contractor. It’s about finding a common language and aligning expectations. I don’t believe in overpromising just to impress. I believe in honest conversations that lead to real solutions.
Both parties may come from different angles, but they’re ultimately aiming for the same finish line: a floor that performs beautifully, safely, and reliably. When we treat both voices with equal respect and foster open communication, we don’t just complete a job—we build a reputation.
At the end of the day, leadership in sales is not about choosing one party over another. It’s about connecting dots, resolving tensions, and guiding everyone toward a shared win. That’s where trust is built—not just in the product, but in the process and the people behind it.
Looking ahead, what excites you most about the future of resin flooring?
What excites me most is that we are not just adapting to the future – we are helping shape it.
For years, complexity in systems was often seen as a marker of quality. But now we are starting to ask better questions: Can it be simpler? Can it be faster? Can it still protect and perform without compromising health, safety and environment? The move toward single-layer technology is not just a technical breakthrough – it is a mindset shift. It reflects our desire to reduce steps, reduce waste, and reduce the burden on people. At FLOORFINDER, we are not racing for shortcuts; we are exploring long-term value through thoughtful design. Every decision we make – from formulation to application.
That, to me, is the future: flooring that doesn’t just meet a spec, but answers a deeper need – for ease, for health, and for trust. And knowing we are building that future, coat by coat, is incredibly fulfilling.
What would you define Floorfinder Asia’s approach to the market, and what’s your vision for the company’s future in the flooring industry?
At FLOORFINDER Asia, we don’t just follow trends—we create momentum. Our approach is deeply rooted in technical excellence, speed, and human understanding. We see ourselves as a creative workshop, not a conventional manufacturer. Every system we develop is backed by science, field experience, and empathy for the people who build and walk on our floors.
Yes, we’re proud to be seen as one of the leaders in the resin flooring space—but we’re not here just to maintain that position. We’re here to create the next big bang. The kind that reshapes expectations, simplifies complexity, and redefines what “smart flooring” can be.
We’re constantly evolving—not just in technology, but in mindset. Whether it’s launching multi-functional single-layer systems, introducing more sustainable, health-conscious solutions, or building stronger bridges between people, partners, and purpose—we’re driven by impact.
Our vision is simple:
To set the benchmark, not chase it.
To lead through ideas, not just volume.And to bring real, measurable value to every space we touch—across Asia and beyond.
Ms.Evelyn brings her unique combination of technical expertise and genuine customer-centric focus to Floorfinder Asia mission of delivering innovative resin flooring solutions. Her approach—balancing professional excellence with personal connection—exemplifies the customer-centric values that drive the company success in the competitive flooring market.
About Floorfinder Asia: Founded by Dr. Ralf Jooss, specializes in advanced resin flooring solutions for industrial, commercial, and specialized applications worldwide. The company combines innovative formulation capabilities with deep regional market knowledge to deliver flooring systems that perform in diverse climates and applications.
