Larry Williams: A Legacy Forged in Steel

Larry Williams, the retiring executive director of the Steel Framing Industry Association (SFIA), is set to close a chapter in his career on July 31, 2024. His journey from a California PR executive to running the steel framing industry’s central organization, a career spanning more than four decades, is a testament to his dedication to steel and skill at unifying industry players.

“Larry’s becoming a stalwart in steel framing is a remarkable tale of the pursuit of excellence,” says Jim Collins, president of the SFIA and CEO of ClarkDietrich Building Systems. “His contributions have left an indelible mark, ensuring a robust future for the steel framing industry.”

In 12 years at the SFIA’s helm, Williams fortified the industry’s supply chain by uniting steel mills, coil coaters, manufacturers, fabricators, contractors and designers.

Entering the Steel Industry

Williams’ career began in public relations for several major California industries. In 1989, his career took a pivotal turn when his San Francisco-based firm was recruited by US Steel to work on the reintroduction of a newly modernized, 100-year-old Northern California steel mill. This project turned into a long-term PR contract for Williams with the company today known as USS-POSCO Industries (UPI).

However, Williams’ foray into the steel framing sector wouldn’t come until 1992, when environmental concerns in the Western U.S created skyrocketing wood prices. West coast homebuilders had an urgent need, and Williams and others had the answer: steel framing. 

Working with UPI, Williams spearheaded efforts to develop the West coast steel framing market. A memorable program created during this early effort was “Steel Central,” a centerpiece exhibit at the Pacific Coast Builders Conference (North America’s second-largest homebuilders expo) featuring a 1,100 square-foot, steel-framed house built on the floor of San Francisco’s Moscone Center. Created in partnership with the California Building Industry Association, the home mockup was a staple of the conference from 1993-1996. 

Williams has promoted the benefits of cold-formed steel (CFS) framing, while supporting various community programs.

Pioneering Steel Framing

The most enduring legacy of Williams’ early West coast effort is the Cold-Formed Steel Engineers Institute (CFSEI), which began in 1993 as the Light Gauge Steel Engineers Association when Williams called a meeting of engineers with expertise in cold-formed steel (CFS) design for residential applications. The group published the first CFS Technical Notes and engineering details manual, produced educational programs and supported the development of CFS design standards.

In 2003, Williams stepped into the leadership role at the Steel Framing Alliance (SFA), which was founded to promote residential steel framing. 

In 2008, he became general manager of market development and sustainability for the Brussels, Belgium-based World Steel Association. 

Williams returned to the United States in 2012. The Steel Framing Industry Association (SFIA) had been established with the support of key industry leaders and backing of the Association of the Wall & Ceiling Industry. Williams was hired as the SFIA’s executive director in July of that year.

In advocating fire safety, Williams organized regular calls on municipal legislators, such as here in this 2019 SFIA meeting with a Los Angeles councilman.

Full Circle: SFIA and CFSEI

When Williams began working at the SFIA, the association had 253 individuals on the roster including 11 manufacturers, one connector manufacturer and several contractors, design professionals and supplier/distributors. 

With the addition of the CFSEI Membership on May 1, 2023, the SFIA now has more than 1,000 member companies with 2,100 individual members on the roster. The SFIA steel mill category includes all flat-rolled steel producers in the US and Canada. Membership includes all major supplier/distributor groups, and the SFIA is now home to the CFSEI, the industry’s professional association of specialty engineers. 

In 2023, Williams presented the benefits of SFIA members to Build23 attendees, such as steel framing advocacy, architectural services and more.

SFIA: The Complete Industry Association

“The SFIA is unquestionably the industry association for cold-formed steel (CFS) framing,” Williams says. “It is at the center of activity. It will touch, in one way or another, everything that happens in steel framing — from the codes, standards and education to the design professionals, training and product certification. I am proud to have had a part of creating a platform that truly serves the entire industry.”

“Of course, there is still a lot of work to do, and I can’t wait to see what’s next for the SFIA. With new leadership and the SFIA team that’s in place, we have all the ingredients for an amazing future for the industry and cold-formed steel framing. The best is yet to come!” 

At Build23, Larry Williams told Walls & Ceilings’ John Wyatt that SFIA was in the “final stages of acquiring” CFSEI.

Drums, Jazz and Family

As Williams steps into retirement, he looks forward to spending more time with family and indulging his passions for writing and recording music, playing drums in his jazz band, performing as principal percussionist with the Montgomery Philharmonic orchestra and … using wood only as nature intended – to build things like furniture.

“I’m going to enjoy life,” he says with a smile.

In retirement, Williams plans to write and record music and continue performing as a percussionist with the Montgomery Philharmonic orchestra.

Additional Resources

• SFIA Appoints Don Allen, P.E., S.E., LEED AP, as New Executive Director
• Sorting Apples from Oranges — Comparing Evaluation Services with Third-Party Certification
• SFIA Releases Updated Technical Guide with the Most Up-to-Date CFS Load and Span Tables in the Industry