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Senior leadership


Pete Larmore
President & CEO

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“We’re living life together.” This is how Pete Larmore often connects the dots amongst all Bonitz associates, Leadership and Installers alike. With full responsibility for creating the Bonitz vision and guiding the organization into the future, he has laid out a bold roadmap for the future of an organization that has already achieved monumental success in its 64-year history.  
After completing his education at Virginia Tech in 1985, and a short stint in Sales at industry manufacturer Milliken, Pete joined the Bonitz family in Charlotte NC. His impact was immediate, with the office and the organization reaping the benefits of his sales efforts. Over the next three decades, Bonitz became one of the largest independent commercial flooring companies in the country. In 1989 Pete moved into a Vice President role; in 2005 he became Senior VP of Flooring and eventually President in 2014. 
He assumed full responsibility of Bonitz, Inc. in January 2017. As President & CEO, Pete believes our people come first and he stresses the importance of living our purpose: To positively impact and enhance the lives of a continuously growing Bonitz family, to include our associates, their families, and our customers, in a unique, profitable, and fun working environment. 
Pete also contributes a significant amount of time to the industry. He serves on the Board of Director for Starnet Worldwide, the world’s largest network of full-service independent flooring contractors. He also serves on the Board of Directors for Bonitz, Inc 
Pete lives in Huntersville, North Carolina with his wife Robin. Together, they have four grown kids. When not working you can very often find he and his wife travelling, spending time in the mountains or on the beach. 


Steve Lee

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Steve has had a significant impact on Bonitz since he joined the company in the late 1980s. As CFO, he structured the ownership transition from a privately-owned company to the current 100% Associate Owned ESOP structure.

Prior to joining Bonitz, Steve spent 12 years with PepsiCo. He resides in Columbia, SC with his wife, Karen. Together they have 2 grown kids, Paige and Joseph. In his spare time, Steve enjoys Golf, Fishing, and the Outdoors. 

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Ryan Andrew
Executive Director of People 

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Ryan joined Bonitz in January of 2017 to consult on companywide culture, talent, and associate development initiatives. Shortly after, he was added to the Senior Leadership team as Head of People Operations with full responsibility for Human Resources, Talent Acquisition, Learning & Development, Corporate Risk, and Marketing. 

Ryan is a 2002 graduate of Ball State University, he also earned his MBA with a focus on Marketing and Human Resources in 2012. He lives in Concord, North Carolina with his wife and two children. 


Rhett Seel
Senior Vice President & COO of Bonitz Contracting

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After graduating from University of South Carolina, Rhett followed his father into the business, joining the Columbia office in 1987 as a Project Manager. He learned all aspects of the business, earning multiple promotions before eventually becoming COO of the Contracting Division. He currently sits on the Senior Leadership team and is a member of the Board of Directors for Bonitz, Inc.
Rhett resides in Harrisburg, North Carolina with his wife Lisa. They have two children, Matthew and Jessie.  


Phil Ashley
Senior Vice President

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Phil joined Bonitz as a Project Manager in the Greenville, SC office in 1994. He gradually learned the business inside and out, while accepting more responsibility before he assuming full leadership responsibility for the Greenville Flooring operation. Currently, Phil serves as Senior Vice President with full responsibility for Greenville, Augusta, Atlanta, and Knoxville. 

Phil lives outside Greenville, South Carolina with his wife Jane. He has two daughters, Amy and Courtney, and 4 grandchildren. He enjoys riding motorcycles, golf, listening to music and being on the water. 


Fred Dolloff
Senior Vice President

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Originally from New England, Fred worked in the family flooring business before moving to South Carolina. In 1992, Fred was hired as a Production Manager at Bonitz Flooring in Charleston, where he worked his way up to Vice President.

As a part of the Bonitz, Inc. Senior Leadership team, Fred has full responsibility for five operations.  He lives in Charleston with his wife Kathy and their daughters Kayla and Molly.  In his spare time, Fred enjoys fishing and a round of golf. 


Dan Tilley
Senior Vice President 

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Dan graduated from Virginia Tech in 1990 with a degree in Communications and Marketing. In 1994, he relocated to Charlotte to begin his career in sales with Bonitz. Soon, Dan became one of the top salespeople in the company, was promoted into a Leadership role in 2006, before becoming Vice President in 2013. As Senior Vice President, he now holds responsibility for the Charlotte, Richmond, and Tampa offices.

Dan resides in Huntersville, North Carolina with his wife, Candance, and their two children, Cooper and Claire. He enjoys College Football, Hunting, Fishing and Golf.


Todd Wade
Senior Vice President

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Todd started his Bonitz career as an Installer in 1995. He perfected his craft and soon he was assigned to develop the Production Department in the new Winston-Salem office. Over the next six years he developed his all-around business expertise, eventually assuming full responsibility of the Winston-Salem operation in 2003.  He has since added the responsibility of the Roanoke office as well as the role of Senior Vice President on the Senior Leadership team. 

Todd and his family reside in Winston-Salem, North Carolina and he enjoys getting out on the golf course when he can. 

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