Reggie Keding

Reggie Keding: Fraternal Flooring

By James Florence, Diamond Certified Resource Reporter

CONCORD — Reggie Keding and his two brothers had respective careers in the construction field when they realized they could achieve greater success together than they could apart. “My brothers and I were working for different companies, and at one point, we figured we may as well join forces and start our own company,” he remembers. “After a few years doing installation exclusively, we realized we could provide even better service if we had more control over the material side. So, we decided to add a franchise that would allow us to be material dealers as well as installers. Today, as the Concord franchise of Floor Coverings International, we’re basically a one-stop shop for all flooring needs.”

A resident of Concord (where he lives with his wife, Catalinia, and their son), Reggie expresses his appreciation for the Bay Area’s diverse, cutting-edge character. “There’s so much diversity here, with a wide variety of places to go and things to do. It’s also exciting to live in an area that’s on the forefront of industry and technology, where there are always new developments happening.”

Outside of work, Reggie spends the bulk of his time in his newly acquired role as a dad. “Life has changed a bit with the recent birth of our son,” he affirms. “It has been a lot of fun—I enjoy playing with him and watching him grow.” When he’s not busy caring for his son, Reggie enjoys taking his wife salsa dancing (“That’s how we met”) and on occasional weekend getaways.

In his life and career, Reggie espouses the virtues of continuous self-development. “I’m what you might call a ‘forever student’—I’m constantly learning and working to improve myself,” he says. “I have a passion for being the best in my industry, so I do a lot of ongoing training to stay on the cutting edge.”

When asked the first thing he’d do if he were to retire tomorrow, Reggie says he’d see the world. “I’d probably jump on a plane with my wife and son and do some traveling. I’ve never been to Europe, so I’d probably start there.”

Ask Me Anything!

Q: What’s your favorite restaurant?
A: Ruth’s Chris Steak House in Walnut Creek.

Q: Music or talk radio?
A: Actually, I prefer listening to personal development audiobooks and podcasts.

Q: What were you most known for in high school?
A: Being optimistic.

Q: What’s your favorite snack?
A: Berries.

Q: If you could live in the city or the country, which would you choose?
A: The city—I like being close to where the action is.