ABOUT MASTER FLOOR SERVICE
More than a flooring company, a family tradition
For three generations, our family has helped homeowners across Southeastern Wisconsin create spaces they love. Guided by honesty, quality, and pride in every project, we're committed to doing business the same way it has always been done, with people first.
Three generations,
one family tradition
Our humble beginnings
In 1973, Alec's grandfather founded Master Floor Service with a strong work ethic, a commitment to quality, and a belief in treating every customer with honesty and respect. Those values became the foundation of the business and were passed down to Alec's father and uncles, who proudly continued the family tradition with the same dedication to exceptional craftsmanship and service.
Today, Alec carries that legacy into its third generation. While flooring products and techniques have evolved over the years, the family's values have remained the same. Every project is completed with care, integrity, and the same pride that has defined Master Floor Service for more than 50 years.
Proudly carrying on the family legacy
Flooring has always been a part of my life. I grew up around it, learned the trade alongside my dad, and eventually made it my own. Watching my grandfather and father build this business one customer at a time taught me that the best advertising is a job well done and a customer who's proud to recommend you.
When I leave your home, I get to come home to my favorite crew: my wife, Courtney, our boys Sam and Noah, and our two dogs. My grandfather built this business for his family. Today, I'm proud to carry it forward for mine.
- ALEC NATHAN, THIRD-GENERATION OWNER
Every great home starts with a strong foundation, so does every great business
QUALITY
We never cut corners. Every floor is installed with precision, care, and attention to detail.
RESPECT
Respect for your home. Respect for your time. Respect for you.
CRAFTSMANSHIP
Every project reflects the pride we take in our work and the legacy we continue to build.
HONESTY
Clear communication and expert guidance you can trust from start to finish.
FAMILY
Family is at the heart of everything we do, and we treat every customer like part of ours.
RELIABILITY
We show up, follow through, and stand behind the work we do.
More than 50 years of family history
1973
George and Gloria Nathan started the Master Floor Service in 1973, laying the groundwork for three generations to follow.
1989
Tim Nathan carried on the family business with his brothers, proudly serving homeowners throughout Southeastern Wisconsin until 2014.
2025
Alec and Courtney Nathan reestablished Master Floor Service for a new generation of homeowners.
