Bob Brown, AWFS^® President

Executive Vice President, Royal Plywood Co. (Sacramento) 

Bob began his career in the wood products industry in 1991, following his service in the United States Marine Corps. He started warehouse operations and quickly advanced into sales and purchasing roles with a Northern California wood products distributor, where he spent 14 years building a strong foundation in the industry.

In 2005, Bob joined SierraPine, where he progressed from Inside Sales to leading the company’s Import MDF division. He later served as Business Development Manager for the Southwestern United States and Mexico, expanding market reach and strengthening customer relationships. He subsequently joined Timber Products as Director of Sales for the Composite Panels Division, where he played a key role in developing and introducing innovative composite panel products to the market.

Bob joined Royal Plywood in 2014 as Vice President of Composite Panels, based in Cerritos, California. He later assumed leadership of the company’s Sacramento operation as Vice President and General Manager. In 2020, he was promoted to Executive Vice President, where he has since helped drive the company’s expansions into Las Vegas, Nevada and Chandler, Arizona.

A long-time supporter of the industry, Bob has been attending and exhibiting at AWFS®Fair since the mid-1990s. He has served on the Board for the past eight years, including roles as Public Policy Chair, Show Chair, and Treasurer/Secretary. He is honored to serve as President for the 2026–2027 term.

Michael Cassell, AWFS^® Immediate Past President

Senior Product Specialist, Weinig Holz-Her USA

Michael joined the Holz-Her US team in 2001. He is responsible for sales, support and product development of the CNC Product line. Recently, he assumed responsibility as Senior Product Specialist-System as well as managing the Shoda CNC machine partnership.

Prior to joining the Weinig Holz-Her US team, Michael was employed by Okuma America, a leader in CNC machines for the metal working industry, where he held several sales management positions during his 12 years there.

Rob Howell, AWFS^® Past President (2022-2023)

President, WSI Machinery Inc. 

Rob joined the AWFS® Board of Directors in 2008 and currently serves as Immediate Past President, in addition to his roles on the Membership and Trade Show Committees. He began his career in the woodworking industry with SCM in the early 1990s, where he held a variety of positions. Rob is the President of WSI Machinery Inc., a Wauconda, Illinois-based distributorship providing machinery and supplies to the woodworking industry. He is also an active member of other industry associations, including WIA and AWI.

Karl Frey, AWFS^® Vice President

Western Division Manager, Colonial Saw Company 

Karl began his career in the Woodworking Industry in 1983.  He started as a sales representative for pneumatic driven fasteners to furniture manufacturers and woodworkers in Southern California. Afterwards, he held management positions with other machinery, tool, and supply companies covering the western United States. Karl joined Colonial Saw in 2008, as a Lamello Product Manager.  He later took on Striebig vertical panel saw sales in the western US.

Karl is currently responsible for operations and sales for the western USA and Canada. he is currently a member of the Public Policy committee, Education committee, and as a member of the Southern California chapter of the Society of Wood Manufacturing (SWM) as well as a member of the board of directors. He is involved in SkillsUSA and career technical education to promote the future of woodworking.

Brian Joyce, AWFS^® Secretary/Treasurer

Business Development, DTC Hardware Group 

Brian is a longtime woodworking industry professional with over 35 years’ experience working with industrial distribution partners and OEM cabinet manufacturers across North America. Brian began his career as a Territory Sales Manager at Wurth Louis and Company before joining Holz-Her US, Blum US and Stiles Machinery throughout his career.

Today, Brian serves as the North American Business Development Manager for DTC Hardware, where he leads strategic expansion efforts across the U.S. and Canada.
Brian has previously served as the AWFS®Fair Trade Show Chair and the AWFS®Education Committee Chair.

Hannah Faria Khalaf, AWFS^®Fair Trade Show Committee Chair

Marketing Manager, SurfPrep Sanding 

Hannah Khalaf was born and raised in Southern California. She graduated from Point Loma Nazarene University with a Degree in Broadcast Journalism and a minor in Communications. With over five years invested in the radio industry, she chose to go back to her family business of abrasives manufacturing. In 2015, she helped take SurfPrep Sanding to the next level when the company was honored with one of the highest awards in Woodworking for product innovation and productivity: The Visionary Award. They have since won this award for a second time in 2023. Over the past decade, Hannah has worked closely with many branches of the woodworking industry: cabinet manufacturing, guitar luthiers, refinishers, fine furniture, painters, etc.

Hannah was voted into Woodworking Network’s 2019 40 Under 40 class, which celebrates industry professionals who are making an impact in the wood products manufacturing industry. She enjoys being an advocate for the next generation of woodworkers and especially inspiring women to get involved in the trades. Hannah looks forward to continuing to make connections and being a part of elevating the woodworking industry in the future.

Hannah and her husband Chad reside in SoCal and spend their extra time skiing, scuba diving, and hiking.

Mark Alster, AWFS^® Board Member

National Sales Manager, Leitz Tooling Systems

Mark has been with Leitz Tooling Systems since 1995 and currently serves as Regional Manager for the thirteen state Central-North region. He first entered the woodworking tooling industry in 1986 as a machinist for Michigan Knife/Simonds Industries (Big Rapids, MI). He also has extensive knowledge of the woodworking industry, cutting tools, machinery and processes. Mark has presented several tooling technology seminars for the AWFS® CWWK™ seminar program and currently serves as chair of the Membership Services Committee.

Phyllis Crystal, AWFS^® Board Member

President, Uneeda Enterprizes Inc.

Phyllis Crystal holds the position of President at Uneeda Enterprizes. With 28 years of experience in the abrasives industry, she has contributed significantly to the industrial manufacturing and woodworking sectors. Phyllis began her journey with Uneeda in 1996, initially serving as a marketing manager, overseeing all marketing functions. Her dedication and expertise led to her promotion as Vice President of Sales and Marketing in 1997.

In addition to her role at Uneeda, Phyllis actively participates in the industry organizations. She joined the AWFS® Board of Directors in 2022 and currently serves as a member of the 2024 Public Policy Committee. Furthermore, she is a valued member of the Kitchen Cabinet Manufacturers Association associates committee.

Phyllis earned her degree from Boston University’s School of Management. Her extensive background and commitment to excellence make her a respected leader in her field.

John Henderson, AWFS^® Board Member

President, John Henderson and Company, LLC.

John is a 30-year veteran of our industry, joining the AWFS® board in February 2022, serving his customers with the finest quality woodworking machinery. Based in Las Vegas, Nevada and covering Nevada, Arizona, and Utah, John served on most all committees, board, and the executive committee and is a Past President of WMIA. John currently serves on the AWFS® public policy committee and looks forward to serving AWFS® as a board member.

Nathan Klomp, AWFS^® Board Member

President, Specified Components Co.

Nathan Klomp brings over two decades of seasoned leadership in wood products sales and sourcing to his role as President and CEO and an international business professional. With extensive experience spanning various sectors including cabinet, storage fixtures, office furniture, and home organization segments, Klomp excels in aligning customer needs with top-tier manufacturers across the Americas and globally.

Formerly Klomp served as Director of Marketing and Business Development at MJB Wood Group where he orchestrated supply chain solutions for products manufactured worldwide. His tenure at Northern Contours saw remarkable sales growth under his guidance as a Director of Sales. Klomp’s strategic acumen extends beyond the industry; his civic engagement includes serving on City Council and various regional boards and commissions. Armed with a bachelor’s and business administration from Wayne State University, a master’s in business administration from Walsh College, and certifications from Michigan State University, Klomp combines academic prowess with practical expertise to drive impactful strategies for the association.

Phil Polston, AWFS^® Board Member

National Sales Manager- USA & Central America, Cabinet Vision Production Software

Phil is an industry veteran with over 30 years of experience, working in both the distribution and supplier/manufacturer sectors. As a new member of the 2023 Trade Show committee, Phil looks forward to contributing to the AWFS® Board and the woodworking industry through his new volunteer roles for the Association.

Nicole Paolini, AWFS^® Board Member

Nicole has been in the interior design, kitchen & bath remodel, construction materials industry for 20 years. She has worked in sales for 3 Day Blinds, Closet Factory and Pella Windows & Doors. Nicole most notably worked for American Woodmark, as a Lowes vendor and specialized in presentations and peer training. She also held a position at Hardwoods Inc. before working with Masisa this past year. At Masisa, Nicole curated a line of TFL panels, decorative and acoustic wall panels for distribution in North America. Nicole is also a member of NKBA.

Luca Melis, AWFS^® Board Member

District Sales Manager for SCM Group North America

Luca Melis is the District Sales Manager for SCM Group North America, a global leader in woodworking machinery and automation solutions. Based in Chicago, Luca is responsible for developing the Midwest market and supporting dealers and manufacturers with advanced manufacturing technologies. He works closely with woodworking companies across the Midwest to implement efficient production solutions and automation. Originally from Italy, Luca has an international background and brings experience working with both European and North American manufacturers. He is passionate about innovation in the woodworking industry and about supporting the growth of the manufacturing community.

Ray Chaaraoui, AWFS^® Board Member

Sales and Marketing for Kronospan USA

Ray has a career history that includes chemical engineering, resin/polymer development, product management and décor development (TFL/HPL), and manufacturing operations leadership. Currently he is involved in the logistics, planning and product development and holds a sales and marketing leadership role for Kronospan USA.

Wade Gregory, Honorary AWFS^® Board Member/Consultant

Wade joined the board in 2002, quickly becoming active in the College of Woodworking Knowledgeâ (CWWKâ) committee, Member Services committee and Public Policy committee, chairing Public Policy from 2002 through 2005 and leading the Association into an active role in forming the California Woodworking Industry Coalition (CWIC), dealing with formaldehyde regulatory concerns. Wade served as Chair of the Trade Show committee in 2007, before moving on to Secretary/Treasurer, Vice President, President, Past President, and currently as Executive Consultant to the Executive Vice President, Executive Committee, and Board of Directors.

A third-generation wood products industry member, Wade began his own wood products career over 50 years ago, in a Weyerhaeuser sawmill and then moved into the plywood business with Georgia-Pacific and Boise Cascade. He entered the composite panel industry in 1976 and has since been involved in manufacturing and marketing of particleboard, hardboard, MDF, and laminated panels with several composite panel manufacturers. He has also spent several years in research, development and marketing of wood adhesives.

Previously, Wade served as the Western Regional Sales Director, overseeing the sales of Particleboard, MDF, and Thermally Fused Melamine for ARAUCO, North America and also worked with Columbia Forest Products, on the CalAg MDF project in Northern California.

He holds a degree in Chemistry from Oregon State University, has served as Chairman of the Composite Wood Council (formerly PB/MDF Institute), and as Chairman of the Composite Panel Association (CPA). He received the Distinguished Service Award from the Composite Materials and Engineering Center at Washington State University.