What’s Happening at the 2025 WRLA Showcase  

Interview between Liz Kovach, President of the WRLA, & Alex Mather, founding partner of DMC Recruitment.

In late 2024, Alex Mather, Partner at DMC Recruitment, met with Liz Kovach, President of the WRLA to discuss the upcoming 2025 WRLA Showcase and other topics central to the building products industry in Western Canada. Below is a preview of just a few things that we can expect at the WRLA showcase this month.  

What’s Happening at the 2025 WRLA Showcase  

The WRLA Showcase has extended beyond its origins as a traditional buying show, becoming a hub for connection, education, and advocacy in the building products industry. Taking place this year on January 23-24 in Edmonton, the event promises to be a great one with a dynamic mix of opportunities for professional growth, innovation, and collaboration for those working within the industry.  

With a sold-out floor plan and a waitlist for exhibitors, the WRLA Showcase continues to thrive as the premier event for building materials suppliers, dealers, and industry partners across Western Canada. Liz captures the event’s evolution: “We’ve redefined expectations and shifted the focus to making this event a space where members connect, learn, and set the stage for success in the year ahead.” 

New Initiatives at the WRLA Showcase 

Expanded Professional Development Opportunities 

A highlight of the 2025 Showcase is its robust lineup of professional development sessions. These workshops address diverse, skill-based needs, from negotiation strategies to retail marketing and sales training. Liz emphasizes the significance of these sessions: “The WRLA exists to support our members, and we see ourselves as an industry leader, filling gaps that other organizations may not address. These sessions are designed to help members work on their business, addressing gaps in education and professionalization.” 

Career Fair: Welcoming the Next Generation 

In response to labor shortages affecting every area of the industry, this year’s Showcase introduces a more fully-fledged career fair aimed at attracting new talent. The fair provides WRLA members with a platform to showcase their businesses, collect resumes, and engage with prospective hires, including recent immigrants, those considering industry transition, and youth exploring their options. “This is part of our broader effort to address labor challenges by exposing people to the industry and showcasing its diverse opportunities.” shared Liz. 

Showcasing Innovation and New Products 

Sponsored by Timber Mart, the new product showcase area highlights cutting-edge solutions and innovative products, new for 2025. “We’re thrilled to bring new products and advancements to the forefront, giving attendees exposure to the latest industry developments,” Liz said. 

A Rotating Venue for Accessibility and Inclusion 

The decision to rotate the Showcase’s location demonstrates WRLA’s commitment to inclusivity for members across Western Canada. While the showcase has been most recently held in Winnipeg, this rotating location format will hopefully make the show more accessible to other regions. “Moving the event keeps it fresh and allows more people to participate,” Liz shared. This year, the WRLA Showcase will take place in Edmonton, Alberta. 

A Milestone Year at the WRLA Showcase for DMC 

DMC Recruitment celebrates five years of exhibiting at the WRLA Showcase in 2025. We will also be celebrating founding partners, Stephen Borer & Alex Mather, birthdays on the 23rd. Both are familiar faces to all at the WRLA. Expect plenty of laughter, cake, balloons, and perhaps a little lighthearted teasing at the DMC booth as the industry comes together to celebrate both personal and professional milestones. 

As specialized Recruiters in the building products, DMC has witnessed firsthand how WRLA’s initiatives—like professional development workshops and career fairs—positively impact attendees. “The Showcase isn’t just an event; it’s a space for growth, connection, and collaboration that benefits the entire industry,” shared Alex Mather, Partner at DMC Recruitment. 

Looking Ahead 

The 2025 WRLA Showcase is more than a trade show—it’s a pivotal event that empowers the building products industry through education, innovation, advocacy, and connection. Attendees can expect opportunities for professional growth, collaborative networking, all while celebrating milestones and shared successes with peers, customers, and industry partners.  

With a clear focus on driving the industry forward, the WRLA Showcase remains a must-attend event that inspires, engages, and connects its participants year after year. 

See you in Edmonton!