From AI disruption and supply chain unpredictability to the increasing demand for emotionally intelligent leadership, floral businesses are facing a rapidly shifting landscape. The Society of American Florists’ 5th annual Next Gen LIVE! conference, Feb. 22-24 in Raleigh, North Carolina, offers a hands-on training ground to prepare young professionals for the challenges ahead — and give their employers a stronger, more strategic team in return.
“Owners want team members who think strategically, adapt quickly and step up with solutions,” says Megan Gerace, chairperson of SAF’s Next Gen Committee, which guided the creation of the 10 education sessions. “That’s exactly who this program is designed for.”
The event, for floral professionals 45 and younger, is built to solve the real issues young leaders face today — not in theory, but in the shop, on the sales floor, in the cooler and with clients, Gerace says. “When we were planning these programs, we asked, ‘What does leadership look like now — and what do our people need to succeed in it?’”
Here’s what attendees will walk away with — and why it matters for your business.
Sharper Decision-Makers, Better Problem-Solvers
The session “Evolving Floral Together” gives attendees a deep dive into how supply chain shifts — from automation at farms to freight and cost fluctuations — affect day-to-day floral operations. Attendees learn how to plan with more confidence, improve communication across the supply chain and adopt tools that reduce manual labor and increase accuracy.
That’s followed by “Think Like an Owner,” which pulls back the curtain on pricing, staffing and sourcing decisions, helping attendees connect their daily tasks to business profitability.
“They’re not just being told what to do — they’re learning why it matters,” says Gerace. “That’s how you develop a team that sees the bigger picture and acts like owners.”
Mark Lechliter of Lea’s Floral Shop in East McKeesport, Pennsylvania says the insights he gained at the 2025 Next Gen LIVE! align closely with his company’s current direction. “Having attended multiple times, this hit home for me on many topics that my business is currently working toward,” he says. “I came back more motivated than ever to implement the changes.”
Stronger Communicators Under Pressure
From pitching ideas in meetings to calming clients during peak season chaos, Next Gen LIVE! also builds crucial communication skills. “Commanding Confidence” and “Communicate on Cue” offer frameworks for self-advocacy and high-stakes conversations, including role-playing exercises with real floral scenarios.
Alejandra Zambrano of the Miami-area importer Gardens America says the 2025 event’s programming had a tangible impact on how she approaches customer and team relationships.
“Over the past few months, I’ve noticed how closer and more intentional communication with my customers has helped me build stronger relationships based on trust and understanding,” she said after the 2025 event. “Taking the time to see the person behind the buyer has not only made my work more effective but also more rewarding on a personal level.”
Smart, Trend-Savvy Creatives
Retailers and designers will benefit from several hands-on creative sessions, like “Trend Lab” and “Everyday Blooms, Extraordinary Profits.” These programs help attendees translate national trends into locally relevant products, use affordable flowers in high-impact designs and create merchandising strategies that increase sales and customer satisfaction.
Attendees also explore “The Mind of the Buyer,” learning how psychology, data and AI tools can help anticipate customer needs, personalize marketing, and improve repeat business.
“Next Gen LIVE! not only provides information from the speakers,” says Sheldon Jensen, AAF, of Flowers by Michelle in Las Vegas, “but it gets my creative mind flowing with different ideas that I can implement to make my shop more profitable — and become a better manager for both my boss and my employees.”
High-EQ Leaders in the Making
Emotional intelligence — the ability to recognize and manage emotions in yourself and others — is increasingly viewed as a core leadership skill. In “What’s Your EQ?” attendees reflect on their emotional patterns, learn how to read team dynamics, and practice regulating reactions in stressful moments.
“You can’t scale a business on technical skills alone,” says Gerace. “We want the next generation of leaders to be strong in emotional intelligence too — because that’s what creates loyal teams and lasting impact.”
Zambrano agrees. “The Next Gen LIVE! experience has truly inspired me to keep improving how I communicate, listen and connect — not just to achieve better results, but to build relationships that feel genuine and lasting.”
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
