For Matt Gecik, success was never measured by titles or accolades—it was measured by hard work, integrity, and the impact you leave on others.

A lifelong West Side resident, Matt grew up in Westlake’s Settlers Reserve neighborhood, where his parents built the family home in 1982. A graduate of Westlake High School’s Class of 2000, Matt has spent nearly his entire life in the Cleveland area, aside from four years away attending the University of Toledo.

Family has always been at the center of Matt’s story. His mother, a master’s graduate of Case Western Reserve University, helped found the Cleveland Clinic’s Wound, Ostomy, and Continence Nursing (WOCN) School and continues teaching there in retirement. His father, an Army veteran and nurse anesthetist, became known throughout the region for his compassionate work helping children and individuals with disabilities feel comfortable before surgery.

“My parents taught me that the world is changed by your actions, not your opinions,” Matt says. “That lesson has guided everything I’ve done.”

After earning a degree in Small Business from the University of Toledo, Matt explored a variety of industries, including freight, logistics, banking, and finance. While he knew he wanted to become a business owner, finding the right opportunity proved challenging.

“I used to be frustrated because there wasn’t an obvious path,” he recalls. “But over time, I realized that many of the lessons my parents learned in medicine apply directly to business—work hard, be honest, educate people, and take pride in your name.”

Those principles would become the foundation of his future company.

In 2016, while working at a bank in Bay Village and earning investment licenses, Matt received an unexpected call from a college friend. The opportunity? Splitting a truckload of excess laminate flooring and selling it out of a warehouse near the Browns’ training facility.

The first shipment was anything but glamorous.

“Nothing was boxed. Some planks were damaged, others had imperfections, and everything needed to be sorted by hand,” Matt says. “I’d work all day at the bank and then spend half the night in the warehouse.”

The work was exhausting, but customers responded. Listings on Craigslist quickly generated interest, and before long, Matt took a leap of faith and left banking behind to focus on flooring full-time.

Within six months, the business moved into a dedicated warehouse and retail space on West 150th Street. From there, The Floor Store Direct began partnering with major manufacturers such as Shaw and Mohawk, initially focusing on value-oriented flooring products before gradually expanding into premium designer collections.

In early 2024, Matt purchased his business partner’s share and became sole owner.

Today, The Floor Store Direct operates from a clean, 14,000-square-foot warehouse just minutes from Cleveland Hopkins Airport. The company offers designer, name-brand flooring at wholesale prices and serves customers locally and across the country—including military installations from the East Coast to Alaska.

In addition to nationwide shipping, the company provides professional installation services for projects ranging from small bathroom remodels to large commercial spaces.

What truly sets The Floor Store Direct apart, however, is Matt’s hands-on approach.

“The owner (me) is in the building six days a week,” he says. “I review every project, talk to every customer, and return every phone call. Customer service isn’t a department here—it’s our culture.”

Rather than creating a traditional retail experience, Matt describes his business as a flooring concierge service.

“Renovation projects can feel overwhelming,” he explains. “People need someone they can trust to guide them through the process, explain their options, and help them make informed decisions.”

Customers still enjoy all the conveniences of high-end flooring showrooms, including samples, design displays, and augmented reality tools. The difference is that they receive expert guidance and competitive pricing without the boutique showroom markup.

When asked what he loves most about living on Cleveland’s West Side, Matt doesn’t hesitate.

“The people,” he says. “I know so many wonderful people from all generations. Whether it’s getting together for golf, watching Ohio State games, or attending community events, that sense of connection is what life is all about.”

It’s a perspective that carries into every aspect of his business.

Flooring products and materials continue to evolve, making it more important than ever for homeowners to do their homework before beginning a renovation project.

“Information, education, and pricing drive well-informed decision-making,” Matt says. “When people understand their options, they make better choices—and the design part tends to take care of itself.”

For Matt, helping customers navigate those decisions is more than a business strategy. It’s a reflection of the values he learned growing up: work hard, be honest, and always put people first.

The Floor Store Direct
4735 W. 150th Street, Suite C, Cleveland, OH 44135
TheFloorStoreDirect.com
Sales@TheFloorStoreDirect.com