Jeff Lazerowich.
Jeff Lazerowich, 28
President at WSA Hospitality
aking over a global manufacturing firm that provides custom-designed furniture and millwork for the hospitality and hotel industry would always be a challenge for a 28-year-old. For Jeff Lazerowich, who took over from his father as president of Boston-based WSA six months ago, the handoff has been much smoother than one might imagine during a pandemic. For one, he feels like he’s quickly grown into the role since starting in sales after graduating from the University of New Hampshire.
“I’ve heard business calls since I [was] 10 years old,” he said. “I have experience longer than my LinkedIn page suggests.”
That experience has been invaluable in navigating a new world for the company, which, via a network of factories in Colombia, Ohio and Vietnam, delivers custom furniture for high-end hotel and restaurant clients that include Four Seasons, Ace Hotel, the Standard and Shinola. WSA provided the one-of-a-kind millwork that brought the TWA Hotel back to life, and made furniture for the acclaimed Breakers Hotel in Palm Beach, Fla.
“We have clients who spend seven figures with us annually, and we take that seriously,” Lazerowich said. “People use our product every day and, if it’s not high-quality, you’re going to realize it very quickly. Some people just look for the highest margin.”
Quality and consistency win over the long-term, said Lazerowich, which explains why he’s relatively sanguine about the industry’s fate despite COVID. WSA has booked hotel projects through 2022, and there haven’t been demands yet for plexiglass bed dividers and UV lighting on nightstands.
“I don’t see the virus ruining an industry,” he said.
