Welcome to the June issue of IMARK TODAY!

Welcome to the August issue of IMARK TODAY! As we approach the first anniversary since launching the IMARK/LPG Learning and Resource Center, we are pleased to report that hundreds of IMARK/LPG member employees have discovered the ease of use and in-depth training/ learning opportunities.

Members can access a wide array of LMS content tailored to their specific needs and interests. The intuitive flow and user-friendly interface ensure that members can easily navigate through the vast repository of resources, making learning a seamless and engaging experience. The site includes supplier product training and applications, past IMARK/LPG webinars and professional development courses.

One of the most frequently used sections is the ASA Courses, which include more than 50 classes covering a wide range of topics relevant to supply chain management and industry-specific best practices.

The top 10 ASA course completions by IMARK/LPG members are:

1. 3D Commercial Plumbing System
Domestic Water Heaters
Business Etiquette
Introduction to Industrial Pipe, Valves and Fittings
Challenging Negative Attitudes
Critical Thinking Skills
Essentials of Profitable Showroom Sales
Fixtures and Faucets
Introduction to HVACR
Coaching for Development

As the ASA training content grows, future course development will be added to IMARK’s library of offerings, ensuring that members stay up to date on the timeliest topics in our industry.

Members can also access important group documents, such as GainShare planning tips and an overview of member marketing programs and services. The Webinar Library offers access to 15 past recorded webinars covering various topics, including an introduction to the IMARK Dashboard 2.0, as well as presentations from several leading suppliers featuring new product introductions and product training.

IMARK University is also a key component of the Learning and Resource Center. IMARK University provides member employees with access to high-quality learning materials regarding the products and applications within the plumbing, irrigation, waterworks, PVF, electrical and HVAC industries.

The Learning and Resource Center is also your economic resource. Our partnership with ITR Economics provides members with vital monthly insight into economic trends shaping eight industry-leading sectors. The ITR sheds light on key areas, including housing starts, multifamily permits and overall construction growth. The ITR reports are invaluable for members looking to enhance their financial acumen and stay ahead in a competitive market. ITR’s overall forecast accuracy since 1985 is an industry-leading 94.7% at one-year-out projections.

Explore the Learning and Resource Center today and unlock the full potential of your membership. Lastly, the Learning and Resource Center is another example of the group’s commitment to delivering innovative programs and resources to spur mutual sales growth among the membership and our supplier partners. For information on the Learning and Resource Center and how to get your employees access, please contact Sidney Reid at sreid@imarkgroup.com.

Onward and enjoy the August issue!

In the fast-evolving landscape of industrial distribution, businesses increasingly recognize the importance of diversification as a strategic approach to enhance resilience, accessibility and scalability. While many independent distributors have historically focused on core products and services, the economic volatility and rapid technological advancements we witness today necessitate a broader perspective. Emphasizing diversification not only mitigates the adverse effects of economic downturns but also unlocks new growth potentials, positioning businesses for long-term success.

The Imperative of Economic Resilience

Economic downturns, characterized by reduced consumer spending, increasing unemployment rates and contraction in industrial activity, can significantly impact independent distributors. Businesses heavily reliant on a narrow range of products or a single sector are particularly vulnerable. In contrast, diversification serves as a buffer against market fluctuations. Independent distributors can stabilize revenues during economic hardships by expanding product lines, entering new markets or serving varied customer segments.

For instance, a distributor that traditionally sells plumbing components may diversify its offerings by including safety products, industrial supplies and automation solutions. If a recession leads to decreased spending in one segment, revenues from different sectors can compensate, ensuring that the business remains financially viable. The addition of new products also reduces the dependence on a specific customer base, allowing for a broader market reach.

Enhancing Competitive Edge

In an industry characterized by fierce competition, diversification provides a crucial edge. With many independent distributors operating in similar markets, offering a unique array of products can distinguish a business. This competitive differentiation enables them to attract new customers and retain existing clientele.

For example, an independent distributor specializing in plumbing, HVAC and electrical equipment might choose to diversify into maintenance and repair services. This satisfies an additional customer need—saving clients the hassle of finding multiple suppliers—and enhances customer loyalty. Clients are more likely to repeat business with a distributor who provides a comprehensive solution.

Opportunities for Scaling

Diversification also opens avenues for scaling operations. Independent distributors that establish a strong foothold in various product categories can achieve growth through strategic partnerships, mergers or acquisitions. They can tap into new markets and leverage existing networks by entering into alliances with manufacturers from complementary industries.

For example, partnerships in markets such as renewable energy or advanced manufacturing technology can unlock growth opportunities long before competitors dive into those segments. The ability to scale not only drives revenue but also enhances operational efficiency. By investing in diversified areas, businesses can spread fixed costs over a larger sales base, optimizing profitability.

Moreover, technological advancements enable independent distributors to automate processes and integrate systems across their newly diversified offerings. This operational efficiency can reduce overhead costs and improve service delivery, resulting in better customer satisfaction and loyalty.

Harnessing Innovation

As independent industrial distributors diversify, there lies an inherent opportunity to foster innovation. Exposure to various markets and customer requirements allows companies to be more innovative in their product development initiatives. This cross-pollination of ideas enables businesses to create tailored solutions that meet specific industry needs, fostering an environment where innovation thrives.

Consider integrating AI into product offerings. A diversified distributor could leverage data analytics to provide insights and predictive maintenance options to customers, transcending traditional distribution roles. Embracing innovation enhances value offerings and positions a distributor as a thought leader in the industry, attracting discerning clients and partners.

Strategic Considerations for Effective Diversification

The journey to diversification should be approached strategically to ensure sustainability and profitability. Businesses must conduct thorough market research to identify viable diversification opportunities that align with their competencies and customer needs. Companies should also evaluate the investment required against projected returns, ensuring that diversification aligns with their long-term growth goals.

Additionally, engaging in pilot projects for new product lines or services can minimize risks and provide insights into market reception before committing to larger investments. Employee training and development are equally crucial to equip the workforce with the skills to navigate the expanded range of products and services, ensuring seamless integration into operations.

Conclusion

In conclusion, the importance of diversification for independent industrial distributors cannot be overstated. By opening multiple revenue streams and reducing dependence on any single market or product, businesses enhance their resilience against economic downturns. Furthermore, diversification fosters innovation and strengthens competitive advantages, providing a solid foundation for future growth. As the industrial distribution sector continues to evolve, those who embrace diversification as a core business strategy will undoubtedly position themselves for long-term success.

As all portions of the distribution value chain continue on their journey of digitization, Channel Marketing Group surveyed contractors on their perspectives on e-commerce.

A forthcoming white paper, which is sponsored by BigCommerce, provides a snapshot of the valued features and functionality of distributor websites, how much is purchased online, reasons why contractors use and do not use distributor websites to purchase construction material and other key insights.

We gathered input from almost 400 buyers. People who make construction purchasing decisions…installers, purchasing managers and contractor owners.

The bottom line is that contractors value the ability to order from wherever and whenever, meaning from home, the office, job site or vehicle. The conclusion is that distributors that offer robust, transaction-oriented websites are able to better satisfy customer desires and build differentiate themselves.

E-COMMERCE HAS ARRIVED! CONTRACTORS ARE ON WEBSITES

Here’s the shocker…nearly two-thirds (yes, almost 67%!) ordered construction materials online!

Furthermore:

64% have made mobile orders, either via an app or text
Only 18% have not purchased any construction material electronically

Of those who purchased building materials online, 59% have done so from a distributor, the second most frequent is from an online supplier, such as Amazon Business, Home Depot.com, Lowes.com, Supplyhouse.com or a similar online only source and the third most popular destination was from MRO distributors, such as Grainger, Zoro, Fastenal, MSC, McMaster Carr or others.

The buyers surveyed tend to make good use of online. In fact:

24% make more than half of their purchases online
29% make between 26% and 50% of purchases online
37% make between 6% and 25% of purchases online
10% make less than 5% of purchases online

In terms of online purchases and the frequency of online purchases by type of site, it is a growth opportunity for distributors.

TYPES OF SITES PURCHASED FROM AND PERCENTAGE OF ONLINE PURCHASES MADE FROM THOSE SITES

The data shows:

Customers are buying something online…so there is a willingness
They just are not buying regularly online

It is interesting to highlight why:

They buy online: The most common reasons for buying online are ease, self-sufficiency, speed and a broader selection.
They are not buying online: The reasons for not making online purchases come down to relationships - preference to talk to a salesperson or visit a branch. It is rarely about technology or security. The reality is that more complex orders and project orders are not going online due to price accuracy, or interest in negotiating price, being a concern.

USAGE AND FEATURES

The data shows that the features most valued vary. The most common uses of a distributor or online site are:

Checking prices, with 67% stating regularly or very frequently
Product research, with 51% checking regularly or frequently
Checking availability/inventory, with 49% checking regularly or frequently

Downloading invoices was not a high-ranking use, with 30% of respondents never or rarely doing this. But then again, this is a feature that would be of value to smaller contractors as well as accounting personnel within a contractor.

Shifting to distributor website functionality, the critical features are accuracy in ordering, delivery, inventory and pricing. Also, customers expect the same experience they would receive if they ordered from your salesperson or at the branch.

Very important features also include the ability to easily search your site and for the site to have complete product descriptions. A good search experience requires quality product content inclusive of robust product description information, product attributes, graphics, MSDS information, spec sheets, supplier installation videos and more.

The feature ranking lowest was product training and videos, and interestingly, new product information ranked next to the bottom. The inference is, “give me what I need.” While value-added content may not be as highly valued, it is important as it provides SEO benefits and can differentiate your site.

The most important online ordering and product information features revolve around ease of search, either by product, manufacturer or attribute. Having a quality search experience is paramount, especially since time is money to contractors.

Having pricing on the site is important, and it must be customer specific, as buyers demand accuracy with pricing used for negotiations. If your pricing is not accurate and your salespeople override the price, then contractor confidence in your website evaporates. There are also models where you can launch a site with a robust e-catalog and “on request” pricing for your customers.

There are other features ranked as “nice to have,” such as additional photos with details of products, the ability to upload schematics, layouts/take-offs and the ability to compare products based upon their attributes.

Online account management and customer service features most valued include order delivery and status tracking, followed by having access to invoices and the ability to access a customer service person with whom to talk or chat. The least valued features for online account management were accessing after-hours call centers or after-hours customer support as well access to product specialists. For these, customers expect to call.

DELIVERY OPTIONS

Critical online delivery features include the ability to order online and to pick it up locally at the branch of their choice, which highlights contractors’ planning abilities as well as using the site for change orders. Free next-day delivery and the ability to receive a delivery first thing in the morning rank highest.

PERFORMANCE MATTERS

From a website system functionality viewpoint, the most important features, intuitively, are website performance and ease of use, followed closely by ease of ordering/reordering and accuracy. Customer service and live support were the lowest valued features for system functionality.

WHAT DIFFERENTIATES DISTRIBUTORS?

The top features that differentiate distributor websites are similar to the most valued features – delivery time, ease of use and ease of product search. Distributor relationship is rated fourth, indicating that contractors who want to use a distributor’s website, either for searching for products or ordering, may discount their existing relationship. For these reasons, having a well-structured, effective website is now an expectation from contractors.

E-COMMERCE IS TAKING HOLD

In 2018 Channel Marketing Group conducted similar research. At that time, consultants were forecasting the demise of the distributor, and that Amazon Supply (now Amazon Business) would take over the industry.

Not only has that not happened, but today’s research shows that distributors are winning.

This speaks to industry complexity and the value of relationships.

However, contractors are now going electronic (or we could say “digital.”) They prefer to buy online from known suppliers but are willing to move their business to a distributor that offers an effective website.

They are searching sites, seeking information and buying online. The industry has gone digital.

A robust e-commerce platform is now “table stakes” for a distributor.

Just because your customers may not be searching, or buying, on your website does not mean that they are not searching, or buying, from your competitors’ website! Your website is either a sales tool/sales generator or it could be your greatest competitor (or Achilles heel)…or maybe a blind spot.

About the Author: David Gordon is president of Channel Marketing Group, channelmkt.com. He consults with distributors, manufacturers and representatives in the construction channels and helps with strategy, marketing strategy and market research to drive profitable growth. He can be reached at dgordon@channelmkt.com or 919-488-8635.

You can request a copy of the research report at ecommerce4distributors.com. If you would like to gather the same insights from your customers, Channel Marketing Group will conduct the survey for IMARK Group distributors for a discounted price of $1,750.

WHY DO WE CLICK? WHY DO WE SHARE? WHAT MAKES ONE POST IGNITE CONVERSATION WHILE ANOTHER FADES INTO THE FEED?

In the world of social media marketing, these aren’t just curiosities—they’re strategic imperatives.

While timing and visuals matter, the most impactful content is rooted in the psychology of social media. Understanding how the mind responds to digital stimuli gives marketers a powerful edge—and a profound responsibility.

Social platforms are engineered to drive engagement. They tap into emotional triggers and cognitive biases, subtlym shaping how we think, feel and act online.

As marketers, we can harness this knowledge to do more than sell—we can inspire. By leading with empathy, purpose and intention, we can create content that connects on a deeper level.

Why Psychology Matters in Social Media Marketing

Social platforms have evolved far beyond entertainment. Today, they’re hubs for global discourse, identity expression and emotional validation.

In this environment, every post carries weight. Whether we realize it or not, our content communicates who we are, what we value and how we relate to others.

That’s why ethical marketing strategies matter more than ever.

We’re not just promoting products—we’re shaping culture, influencing perceptions, and informing real-world decisions.

This shift demands a content strategy that treats influence as a responsibility, not a game.

Emotional Marketing: The Heart of What Gets Shared

Emotion is the engine of engagement.

Research shows that emotionally resonant content doesn’t just attract attention—it leaves a lasting impression. While neutral messages may inform, it’s emotion that truly connects.

When people feel awe, joy, nostalgia or belonging, they’re far more likely to engage, remember and share.

That emotional spark transforms ordinary content into something meaningful. But there’s a fine line between resonance and manipulation. Content that exploits fear or outrage may drive clicks—but it erodes trust.

Responsible digital marketing means tapping into emotion with care, authenticity and respect.

Cognitive Biases: The Hidden Drivers of Engagement

Our brains are wired for efficiency. To process the flood of content we encounter daily, we rely on cognitive shortcuts— biases that shape how we interpret and respond to information.

For marketers, understanding these biases is a game changer:

Negativity bias: We’re more attuned to threats, which is why alarming headlines grab attention—but often leave us feeling drained.
Social proof: We trust what’s popular. A post with thousands of likes feels more credible—even if we haven’t read it.
Variable rewards: The unpredictable dopamine hits from likes and comments keep us coming back, even when the content lacks substance.

The goal isn’t to exploit these tendencies, but to use them responsibly. That means creating content that’s not just attentiongrabbing, but genuinely helpful and aligned with audience needs.

Platform Design: Engagement by Design

Psychology isn’t just a tool for messaging—it’s embedded in the platforms themselves.

Features like infinite scroll, push notifications, and gamified streaks are designed to keep users engaged by triggering curiosity, reward-seeking and FOMO.

While these mechanics boost metrics, they often encourage passive consumption over meaningful connection.

As marketers, we play a role in this ecosystem. Every piece of content contributes to the user experience.

That’s why we believe in designing for attention—and for respect. Content should add value, spark thought and invite interaction— not just reaction.

A Purpose-Driven Campaign in Action

At CMA, we don’t just talk about mindful marketing—we live it.

Amerlux: Lighting with Meaning

In our “We Don’t See Light: We See So Much More” campaign, we helped Amerlux shift the conversation from product specs to emotional impact. Using luxury-inspired visuals, we positioned lighting as a symbol of wellness, creativity and peace.

Stories That Matter

We spotlight real stories of everyday heroism. Through emotional storytelling, we honor humanity in our communications.

Our goal is to create campaigns rooted in empathy, purpose and genuine emotional connection.

Because content should do more than perform—it should matter.

“Influence is a privilege, not a shortcut. In a world driven by algorithms, the most powerful strategy is still human connection— built on empathy, guided by ethics and rooted in purpose.”

~ Christian Amato, President of CMA

Leading with Ethics, Building with Empathy

An ethical content strategy isn’t a limitation—it’s a compass.

It doesn’t stifle creativity; it sharpens it. It brings clarity, purpose and integrity to every campaign.

When strategy is guided by ethics, the results are more than responsible—they’re more powerful, more lasting and more human.

That’s why we build every campaign around human-centered branding and values-driven marketing. We don’t just ask, “What will get clicks?” We ask:

Will this post inspire trust?
Will it make someone feel seen, understood or supported?
Will it empower informed decisions—or just push a sale?

We believe marketing is a craft of connection, not control. It’s about creating, not exploiting. Listening before speaking. Informing rather than inflaming.

When we lead with empathy and integrity, we don’t just capture attention—we build relationships. And in a world where attention is fleeting, relationships are what matter most.

About the Author: As an innovative business professional with more than 20 years of experience, Christian Amato leads the strategic direction of CMA focusing on growth, opportunities, and client results. In his role as president, Christian is shaping the company’s overall business vision, analyzing expansion opportunities, and delivering growth.

or Scott Williams, vice president of Maumee Supply, leading the third generation of his family’s business is both a passion and a privilege. The company’s roots date back to 1953, but the Williams family’s connection began in 1959, when Scott’s grandfather, George Williams, bought into the business. Since then, Maumee Supply has weathered shifts in ownership, customer needs and market dynamics—emerging each time more focused, more resilient and more aligned.

In recent years, the company underwent a major generational transition. Scott’s father, Greg Williams, and uncle, Doug Williams, co-led the business for decades, until Scott’s father officially retired at the end of 2024. Today, Scott and his uncle carry the torch—Scott serving as vice president and Doug as president. It’s a shift that many independent distributors are facing, and one Scott believes must be handled with intentionality and care.

“The biggest thing I can say is: plan, plan, plan,” Scott explains. “Make sure everyone is on the same page about expectations, valuation and what the transition will actually look like. Surprises in a family business can create real problems.”

To help guide that transition, Maumee Supply implemented the Entrepreneurial Operating System (EOS)—a strategic management framework that’s become instrumental in structuring and scaling the business.

BUILDING FOR THE FUTURE WITH EOS

Maumee Supply adopted EOS about three years ago, and according to Scott, it couldn’t have come at a better time. EOS provided clarity, structure and a framework for accountability during a critical phase of leadership change.

“EOS helped us identify our organizational shortcomings and implement real processes and procedures,” he says. “It made sure that everyone—from the newest employee to someone who's been here 45 years—knows their roles and responsibilities, what success looks like and how they contribute to the larger vision.”

That vision has become more tangible. With EOS, the leadership team has mapped out shortand long-term goals, from quarterly targets to five- and 10-year benchmarks. The system also instilled a culture of accountability and alignment that has elevated communication, performance and customer satisfaction across the board.

“We don’t make changes just to be more efficient—we do it to add value for our customers. EOS helped us ensure those two goals are always aligned,” says Scott. “It’s given everyone a better understanding of their impact, which creates pride and purpose.”

THE VALUE OF CULTURE AND CORE BELIEFS

Scott attributes much of Maumee Supply’s longevity to its deeply rooted culture and clear core values. These include Making it Happen, Caring Commitment, Embracing Change and maintaining a Fun, Family Atmosphere.

“We genuinely live our values. Candidates seek us out because they’ve heard about our culture,” Scott says. “People think caring is soft. I think it takes strength to lead with empathy—and that includes caring for customers, coworkers, community, health and faith.”

That culture also shows up in action. When a vendor failed to ship crucial parts on time, one of Scott’s sales reps drove four hours roundtrip to ensure a customer could complete their job that night. “That’s who we are,” he says. “We don't expect heroics daily, but our customers know we’ll go the extra mile.”

NEW DIRECTIONS, NEW OPPORTUNITIES

Maumee Supply has evolved alongside customer needs. As the company has expanded product offerings, it has rebranded throughout the years from the original name, Maumee Plumbing Supply, to Maumee Plumbing, Heating, Cooling, & Industrial Supply in 2024 to reflect the addition of new cooling lines, including ductless mini splits and high-velocity small-duct AC systems. The company is also exploring future growth in waterworks and irrigation—a long-term move based on clear demand signals from customers.

Another opportunity? Geographic expansion. For decades, Maumee Supply has operated from a single location, but the team is now actively evaluating opportunities to expand their physical footprint and better serve new markets.

THE DECORATIVE SHOWROOM

A distinctive part of Maumee Supply’s offering is its decorative showroom—Waterhouse Bath & Kitchen Studio. First opened in the early 1970s as the Kohler Bath House, the space was expanded and rebranded in 2006. While no longer the only plumbing showroom for hundreds of miles, it remains a boutique destination known for personalized service and deep product expertise.

Scott’s sister, Julie Williams, serves as the showroom’s senior sales associate and has more than 20 years of experience guiding homeowners, builders and designers. LPG membership has added further value by introducing unique vendors and providing top-tier training resources that set the showroom apart.

IMARK: A CORNERSTONE PARTNERSHIP

Maumee Supply’s success is also supported by its strong relationship with IMARK. Scott credits the buying group with providing critical support for rebates, vendor relationships and operational leverage—especially for small, independent distributors.

“IMARK makes wholesale distribution viable for companies like ours,” he says. “We prioritize IMARK vendors and scrutinize any purchase that falls outside the group. It’s that important to our sustainability.”

LOOKING AHEAD

As Maumee Supply moves into its next chapter, Scott remains focused on continuing the family legacy—rooted in service, culture and innovation.

"IT’S NOT JUST ABOUT SUSTAINING WHAT WE’VE BUILT—IT’S ABOUT GROWING IT IN THE RIGHT WAY. AND THANKS TO EOS, IMARK AND OUR INCREDIBLE TEAM, WE HAVE A CLEAR ROADMAP FOR DOING JUST THAT."

Whether delivering materials on time, expanding into new sectors or mentoring the next generation, Maumee Supply proves that legacy and leadership can go hand in hand—especially when guided by purpose, planning and a culture that puts people first.

In 1994, Mike and Donna Stewart launched Champions Marketing from the space above their garage in Houston, Texas. With just two sales associates and a shared vision, the company got its name in a serendipitous moment— while brainstorming in a local restaurant, Queen’s “We Are the Champions” played through the speakers and the name stuck. It was a fitting anthem for a business destined to grow through grit, heart and a champion’s mindset.

Today, under the leadership of President Hunter Gordon— who started with the company as a Louisiana sales rep in 2000 and acquired the business in 2007—Champions Marketing has grown from a small team of 12 to a thriving 34-person agency representing top-tier manufacturers across Texas, Oklahoma, Louisiana and Arkansas.

More Than Sales—A Relationship-Driven Mission

From the beginning, Champions Marketing was built on a culture of relationships and family values. The company quickly became known not only for its close ties to wholesale distributors but also for engaging directly with contractors— recognizing early on how crucial those relationships are in the product specification and decision-making process.

Today, the company offers a robust product portfolio that spans residential, commercial, industrial and mechanical markets—representing everything from fixtures to behindthe- wall systems. Their impressive lineup of IMARK Plumbing manufacturers includes Matco-Norca, RectorSeal, Gerber, Stiebel Eltron, Westlake Pipe & Fittings and Zoeller Pump Co.

“We want people to genuinely enjoy doing business with us,” says Gordon. “We work hard to be professional, deliver legendary service and communicate with clarity and consistency.”

Hands-On Training, Real-World Impact

Going beyond traditional sales representation, Champions Marketing empowers contractors and distributors through training and engineering support. Twice a month—or more—contractors gather at Champions’ Houston or off-site interactive training centers for sessions ranging from one hour to six hours. These workshops cover product applications, pump and water heater sizing and real-world troubleshooting.

“We want contractors to walk away confident and capable,” Gordon explains. “By reducing the need to call manufacturers or make return visits to job sites, we’re improving both productivity and customer satisfaction.”

These investments in education are part of the company's broader strategy to help clients sell smarter and build long-term value— moving beyond product swaps to full-service problem-solving.

A Culture Where People Thrive

Culture is central to the Champions identity. The company blends professionalism with fun, hosting birthday celebrations, company picnics, team trips and their signature annual sales meeting at the ranch—complete with skeet shooting, Ranger rides and storytelling.

But beyond the camaraderie is a deep commitment to character. “At Champions Marketing, culture isn’t just a buzzword—it’s the foundation of everything we do,” says Gordon. “We are Hungry, Humble, Ethical, Congenial, Respectful, Smart, Fun and Loyal. We operate like a family—supporting one another, pushing past expectations and doing what’s right, even when it’s hard. Our reputation for integrity and excellence has earned us lasting relationships across the industry. From strategy in the boardroom to execution in the warehouse, we’re united by a shared commitment to values that make us stronger together. That’s the Champions difference.”

The organization invests heavily in leadership development and team training and proudly maintains a collaborative structure. Line Champions are assigned to individual manufacturers, creating a clear sense of ownership and open communication. Compensation isn’t tied to specific accounts, encouraging team cohesion over competition. Major decisions, including capital investments and personnel planning, are made collectively by an internal board of directors.

Positioned for the Future

Champions Marketing is expanding boldly into new sectors— including HVAC. As expectations from manufacturers evolve, the firm is responding by building direct relationships with contractors and end users where specs are written and projects are won.

Efficiency and innovation are top priorities. The team regularly evaluates operations to eliminate low-value work and maximize time—a resource they consider their most valuable asset. They’re also exploring how AI and automation can streamline processes and enhance support for clients and partners.

The company’s long-term outlook is strengthened by years of smart financial management and active succession planning. “We’ve built a strong balance sheet over the last 25 years,” says Gordon. “That stability gives our partners confidence.”

Giving Back & Leading Forward

Champions' commitment to the industry goes beyond business. Team members actively serve on rep councils for both manufacturers and distributors, sharing insights and shaping the future of the market. Community involvement and industry leadership are seen not as extras but as essentials.

Ultimately, it’s all about relationships—and the people who make this work meaningful.

For more information, visit championsmarketing.com.

"We love this industry and the people in it—that’s what gets us up every day, says Gordon. Even when business gets tough, it’s the relationships that make it fun to come to work. We believe in working hard, being successful and having a great time while doing it."

Founded in 1939 in a Louisville, Kentucky basement, Zoeller Company has grown from humble beginnings into a thriving, fourthgeneration, family-owned business with more than 500 employees—and more than 1,000 across all affiliated companies. With its roots in water pump manufacturing, Zoeller has become a trusted leader in water and wastewater solutions, remaining fiercely committed to one guiding mission: to improve people’s lives.

Tom Howard, who began his journey with Zoeller as a consultant and later became CFO, COO and now president of Zoeller Pump Company, said the organization is continuing its tradition of family leadership and customer-focused innovation with CEO Bill Zoeller, great-grandson of the company’s founder, at the helm alongside CMO Billy Stutz, who leads the company’s marketing and brand growth strategy.

A Culture Grounded in Values

What sets Zoeller apart in today’s business world is not just its longevity—it’s the strength of its values. As a privately held company, Zoeller has remained deeply rooted in its family-oriented culture and unwavering commitment to four core values: quality, service, innovation and integrity. These principles aren’t just words on a wall; they’re embedded into every decision, every customer interaction and every employee experience.

“We always ask, ‘How can we improve people’s lives?’—whether it’s a customer, a rep or one of our employees,” says Howard. “That’s our true north. That’s what attracted me to Zoeller and what keeps us focused, even as we grow.”

While many family businesses struggle to make it past the second or third generation, Zoeller has thrived into its fourth without compromising its culture. “We’re not driven solely by profit,” Howard emphasizes. “We’re driven by purpose.”

A People-First Approach

Zoeller takes pride in investing in its people. The company offers education assistance, growth opportunities and a workplace culture that values well-being and career development. It also gives back generously— supporting community programs and numerous charitable organizations.

“We want to be a reliable, trusted presence in everything we do,” Howard notes. “That includes how we treat our employees, how we support our customers and how we engage with our communities.”

Listening to the Customer

In today’s fast-paced world, responsiveness is key. Zoeller’s customers—many of whom rely on pumps for essential water and wastewater operations—need answers fast. That’s why Zoeller continues to enhance its customer service and digital capabilities.

The company has expanded its product line with Wi-Fi-enabled devices that provide realtime diagnostics and peace of mind. A live chat service, an extended-hours call center and a robust network of sales reps and factory-trained personnel ensure customers get the information and support they need —when they need it.

“We’re always asking how we can be more accessible, more helpful, more proactive,” says Howard. “In the end, our goal is simple: be there when our customers need us.”

Focused on the Future

Zoeller isn’t just maintaining its success—it’s building on it. The company is currently in the middle of a 27,000-square-foot expansion and is preparing to install new, high-tech equipment in May 2026. Renovations across its campus are also underway, making room for continued growth and operational efficiency.

“We don’t rest on our past successes,” Howard says. “We’re constantly innovating and launching new products. That’s what keeps this work exciting and fulfilling.”

A Strong Partnership with IMARK

Zoeller values its strategic partnerships, especially its relationship with IMARK. “IMARK has been a great partner for us,” says Howard. “The sales growth we’ve achieved through that relationship has been significant, and we look forward to continuing to build on that success.”

A Legacy of Purpose

As Zoeller Company continues to grow—both in size and impact—it remains grounded in the values that have guided it for more than 85 years. From basement beginnings to an international presence, Zoeller’s legacy is not just about pumps. It’s about people.

And that, according to Howard and the leadership team, is what makes all the difference.

For more information, visit zoellerpumps.com.

The American Supply Association (ASA) recently announced the launch of the industry’s first Product Data Standard (PDS) Project, a transformative initiative designed to unify how product data is shared across the PHCP and PVF supply chain.

With growing digital demands and operational complexity, ASA is taking a bold step to establish an industry-backed, collaborative standard that will enhance accuracy, efficiency and innovation for all stakeholders—from manufacturers and distributors to reps.

What Is the PDS Project?

The PDS Project sets out to create a shared framework for product data management, ensuring manufacturers and distributors can exchange consistent, high-quality information. This includes standardizing how critical product attributes such as dimensions, materials, finishes, descriptions, UPCs and performance data are formatted, maintained and integrated into business systems.

The standard is being developed in close collaboration with more than 30 leading manufacturers and distributors, supported by ASA’s Embracing the Future Strategic Action Council.

This initiative responds directly to members’ growing frustration with inconsistent spreadsheets, data misinterpretation and time-consuming, manual cleanup that slows down digital transformation efforts.

“Listening to our members, ASA realized the need for a data standard to make it faster and easier for distributors and manufacturers to get product info from the source to the site in a useful form,” said Jeremy Fuller, purchasing manager of Houston-based Texas Plumbing Supply and a key driver of the project, which has featured contributions from about 50 volunteer leaders across ASA-member companies. “In short, we look at every column of data to see if it's needed, relevant and in the right format for every link in the distribution chain.”

Why Is ASA Launching This Initiative Now?

The plumbing and PVF industry is undergoing a rapid shift toward digital. E-commerce, ERP platforms and digital procurement systems demand structured, reliable product data. Without a shared standard, manufacturers and distributors are forced to build and translate data manually, often with inconsistent results.

ASA recognized this gap during its strategic planning sessions. The lack of a standardized data exchange method was creating delays, errors and rising costs across the supply chain. As a result, ASA took on the responsibility of developing a unified standard that the entire industry could adopt and benefit from.

With a standardized format in place, product data can move seamlessly from supplier to distributor to end user—reducing order errors, streamlining operations, enhancing inventory management and improving the customer experience.

Where and When Is the Standard Being Released?

The PDS became available on July 1. The standard covers a wide range of plumbing SKUs with consistent, validated attribute definitions. The standard is available in the product categories below:

Full-line plumbing
Water heaters
Pipe, tubing and related components
Tools
Rough plumbing accessories

Each category will have tailored attributes and formatting rules. Companies will be able to access official documentation and sample column guides directly from the ASA website.

What Are the Key Benefits of the PDS?

Adopting the new standard provides tangible benefits across the value chain:

Reduces errors and misinterpretations: Improved data accuracy minimizes costly mistakes.
Enhances efficiency: Eliminates redundant formatting and data rework.
Improves order accuracy: Ensures consistent, validated product information.
Promotes collaboration: Streamlines communication between manufacturers, distributors and reps.
Increases operational efficiency: Reduces labor and improves speed to market.
Eliminates confusion: Simplifies product descriptions and technical data.

As more organizations adopt the standard, its positive impact will grow exponentially—helping the industry collectively move faster and smarter.

Who Is Involved and Who Should Participate?

ASA is leading the project with active involvement from its member task groups, composed of experts in product data, technology, distribution and manufacturing. ASA’s Innovation & Technology team, led by ASA’s Manager of Innovation and Technology Nils Swenson, is managing the development, coordination and rollout of the standard.

The standard is being built with both flexibility and practicality in mind, recognizing the diversity of systems and data maturity levels across the industry.

Even organizations just beginning their digital journey will benefit from aligning with the standard.

“The level of collaboration on this project has been impressive,” said InSinkErator Digital Marketing Analyst Catherine Decker, a member of the Product Data Standardization Task Group.

"IT’S CLEAR WE ARE ALL ALIGNED AROUND A SHARED GOAL: DELIVERING CLEAN, FAST AND MORE RELIABLE DATA."

How Do I Access the Standard and Get Started?

The standard is now available at: asa.net/Industry-Standards/Product-Data-Standard.

To get started:

Manufacturers: Share product data with distributor customers using the new format.
Distributors: Ask your manufacturers to provide data using the new standard.
Data teams: Review the standard documentation and integrate into your internal systems.
Leaders: Join the movement — encourage adoption across your network.

ASA understands that transitioning to a new format takes time, but as adoption grows, so do the benefits. The long-term gains in efficiency, speed and accuracy make this a vital investment for all stakeholders.

What’s Next?

ASA will continue to host webinars, task group meetings and live sessions to support adoption. In addition, ASA will release updates and share implementation resources.

For more information or to get involved, visit asa.net/Industry-Standards/Product-Data-Standard.

Decorative Showroom

Since 1982, Americh has been a trusted name in the bathtub industry—proudly designing and manufacturing all its products in the United States from its Charlotte, North Carolina facility. Known for delivering mid- to high-end, built-to-order bathtubs and shower bases, Americh combines craftsmanship with reliability, offering a level of customization and service that sets it apart in the marketplace.

EXCEPTIONAL PRODUCTS WITH PROTECTED DISTRIBUTION

Americh offers an expansive product line with more than 300 bathtub designs and sizes, along with more than 120 acrylic shower base models. Its commitment to quality is matched by a strong allegiance to traditional distribution.

“Unlike many domestic and imported brands, Americh sells exclusively through brick-and-mortar plumbing showrooms and wholesalers—never through e-commerce-only outlets, big box retailers like Lowe’s or The Home Depot or online giants such as Amazon and Wayfair,” said Americh Vice President Dino Pacifici. “This unwavering dedication to channel protection ensures that Luxury Product Group (LPG) members can specify and sell Americh products with confidence— knowing their business won’t be undercut by mass-market pricing or online-only competition.”

A CULTURE ROOTED IN FAMILY AND FLEXIBILITY

Americh is a family-owned and operated business, and that spirit of connection carries through every aspect of its operations. Founder and owner Edward Richmond, now 82, remains actively involved in the company, demonstrating a rare continuity of vision and leadership.

The company fosters a relaxed, team-oriented environment where flexibility and employee appreciation are part of everyday life. Team luncheons are held throughout the year, with one of the most anticipated events coinciding with July 4.

“This year, production will shut down early so the entire staff can celebrate with catered food, team games and an early start to the holiday weekend—a tradition that embodies Americh’s belief that people are its greatest asset,” Pacifici said.

STRENGTHENING THE TEAM WITH INDUSTRY EXPERTISE

In March 2025, Americh welcomed Maureen Ashe as its new sales manager.

“With a wealth of experience as a showroom salesperson, manager and manufacturer rep, Maureen brings a deep understanding of the industry,” Pacifici said. “Her recent attendance at the LPG conference in April proved to be a high point—both professionally and for Americh as a vendor—marking the company’s most successful event yet in terms of new display orders.”

A COMMITMENT TO LPG AND THE INDEPENDENT CHANNEL

Americh has been an LPG partner since the group’s early days, becoming only the second bathtub brand to join. Over the years, the company has been a strong supporter of LPG events and awards, including frequent sponsorship of the “Member of the Year” honor. Americh’s leadership has also taken an active role in LPG vendor committees, contributing ideas to strengthen the group’s shared visibility and success.

“I’ve built great relationships with leaders like Jeff and Peter over the years,” notes Pacifici.

“We share a commitment to helping independent showrooms thrive, and our involvement in LPG has helped us grow stronger together.”

OPPORTUNITIES THAT INSPIRE CONFIDENCE

With its vast range of products, dedication to independent showrooms and insulation from big-box and online-only competition, Americh provides LPG members with a rare blend of security and selection. Whether a project requires something unique or a familiar best-seller, Americh stands ready with high-quality options—and peace of mind that the sale stays in the right hands.

For more information or to explore Americh’s offerings, reach out to your LPG sales contact and visit americh.com.

Decorative Showroom

We’re entering a new era in wholesale and showroom operations, one where artificial intelligence (AI) is no longer a far-off concept but a tool that’s making a real, tangible impact in our day-to-day business. Over the past year, I’ve been using ChatGPT to improve the way we operate at Luxury Products Group (LPG), and what I’ve found is this: if you’re not already using AI in some form, you’re leaving opportunity on the table.

The good news? It’s not complicated to start.

Why AI Matters for Our Industry

We work in a relationship-driven business, but that doesn’t mean we can’t benefit from speed, efficiency and clarity—three things AI delivers exceptionally well. From answering customer questions to helping draft emails and training materials, AI gives showroom teams and counter staff the power to work smarter without needing to become tech experts.

ChatGPT, one of the most popular AI tools, is a conversational platform that responds to prompts in plain English. Think of it as a superpowered assistant that can write, edit, summarize or brainstorm on demand.

At LPG, we use it to:

Draft and refine communications with vendors and members
Write job postings, event announcements and promotional materials
Summarize vendor programs and rebate updates
Build training materials for showroom staff
Assist with podcast scripts, social media posts and even policy documents

But I believe the best use of AI isn’t just at the group level—it’s at the showroom counter, where customer interaction and product knowledge come together.

At the Trade Counter: A Real Example

Recently, while working with a member at a wholesale trade counter, we sold a submersible sump pump. Using ChatGPT, we quickly asked, “What accessories should I suggest to a customer buying a submersible sump pump?”

In seconds, we had a well-rounded list:

Check valves
Discharge piping and fittings
Unions and clamps
High water alarms
Battery backup systems
Sump pit covers and basins

How I’m Using ChatGPT to Support Showrooms — And How You Can Too

This was more than a list—it was a training moment. It helped the counter staff see how to increase ticket size through consultative selling, not pressure. With AI, we can train while we sell.

In the Showroom: Upselling and Customer Experience

AI also shines in the showroom environment. Suppose you just sold a thermostatic valve, a tiled shower system and a frameless glass door. What else can you offer to round out the experience?

We asked ChatGPT. It suggested:

Handshowers with slide bars
Steam systems
Matching accessories (towel bars, robe hooks, paper holders)
Linear drains
Shelving or recessed niches
Water filtration or softening for long-term maintenance

Instead of depending on memory or price books, AI acts as a prompt to encourage suggestive selling, which is often underutilized.

For Your Team: Training and Support

One of the biggest benefits of ChatGPT is how it supports new employees. Imagine you have a Gen Z team member who’s never heard of a towel warmer. You can prompt ChatGPT: “Explain the benefits of a towel warmer to a homeowner, in simple terms.”

Not only does it generate the answer, but it also explains how to position it emotionally: luxury, comfort, wellness and ease of cleaning.

You can even ask it to roleplay sales conversations, write scripts or help staff practice overcoming objections. In essence, it becomes your on-demand sales trainer.

For the Business Owner or Manager

As a leader, your time is stretched. ChatGPT can help you:

Draft job descriptions or onboarding checklists
Write internal memos or customer letters
Analyze resumes and suggest interview questions
Develop a social media post calendar
Create content for email marketing

It’s not about replacing people—it’s about freeing them up to do more meaningful, customer-facing work.

Getting Started is Simple

If you’re new to AI, here are a few easy prompts to try:

“Rewrite this email to sound more professional: [paste email]”
“List 5 things I should upsell with a freestanding tub.”
“Summarize this vendor program into three bullet points.”
“Create an onboarding checklist for a new warehouse associate.”

What makes ChatGPT valuable is that it doesn’t need training to get started. But if you want it to reflect your tone, mission or product mix, you can tell it. Try this:

“You are my marketing assistant for my decorative plumbing showroom. Our brand voice is confident, upscale and informative. Help me write an email about our upcoming spa night event for designers.”

The more context you give it, the better it performs.

A Word of Caution

"AI is not perfect. It can make mistakes, and it doesn’t know your business like you do. Always review what it creates before using it with customers. But don’t let that stop you from exploring."

Looking Ahead

At LPG, we’re continuing to integrate AI into our services, from training tools to rebate management. But the real power lies in your hands. Whether you’re a showroom manager, a salesperson or a counter associate, AI can help you sell smarter, learn faster and lead better.

The future isn’t coming. It’s here. Let’s take advantage of it together.

“You are my marketing assistant for my decorative plumbing showroom. Our brand voice is confident, upscale and informative. Help me write an email about our upcoming spa night event for designers.”

The more context you give it, the better it performs.

A Word of Caution

"AI is not perfect. It can make mistakes, and it doesn’t know your business like you do. Always review what it creates before using it with customers. But don’t let that stop you from exploring."

Looking Ahead

At LPG, we’re continuing to integrate AI into our services, from training tools to rebate management. But the real power lies in your hands. Whether you’re a showroom manager, a salesperson or a counter associate, AI can help you sell smarter, learn faster and lead better.

The future isn’t coming. It’s here. Let’s take advantage of it together.

Irrigation, PVF and Waterworks

Every July, the irrigation industry and water-conscious communities across the United States come together to observe Smart Irrigation Month—a national campaign dedicated to promoting efficient water use through innovation, education and responsible practices.

Originating in the early 2000s, Smart Irrigation Month is more than just a promotional effort. It represents a broader shift in how we value water as a finite resource and how technological advances can help ensure its sustainable use for generations to come.

The Irrigation Association (IA) launched Smart Irrigation Month in 2005 as a strategic effort to raise awareness about the importance of water conservation, particularly in agriculture and landscape irrigation. July was selected because it typically marks the peak of water use across North America, as summer heat drives up demand for outdoor irrigation.

What began as an industry initiative quickly gained traction among utilities, municipalities, water agencies and landscape professionals. These stakeholders recognized that smarter irrigation practices could help mitigate the strain on aging infrastructure, reduce environmental impact and cut costs for consumers and businesses alike.

Smart Irrigation Month coincides with a technological revolution in the way water is delivered to crops, lawns, parks and gardens. Over the past two decades, the irrigation industry has embraced smart controllers, soil moisture sensors, drip systems and weather-based technologies that adjust watering schedules in real-time based on conditions.

This shift from time-based to demand-based irrigation has had a profound impact. According to the EPA’s WaterSense program, smart irrigation controllers can reduce outdoor water use by 15–30%—a critical saving, particularly in drought-prone regions like the American Southwest.

The campaign also emphasizes the human side of innovation: encouraging property owners, farmers and landscape professionals to learn about best practices, maintain systems regularly and seek WaterSense-labeled products that meet EPA efficiency standards.

With climate change intensifying drought cycles and population growth increasing demand for fresh water, the importance of efficient irrigation has never been greater. In many U.S. states, outdoor irrigation accounts for 30–60% of residential water use. Agriculture, which relies heavily on irrigation, is responsible for nearly 40% of the nation’s freshwater withdrawals.

By spotlighting efficient irrigation during peak season, Smart Irrigation Month reminds us that every drop counts. The campaign serves as a platform for advocacy, helping to shape policy, influence product innovation and build public understanding of water stewardship.

It also provides an opportunity for professionals to showcase their expertise, educate customers and align their services with sustainable values. For consumers, it’s a reminder that small actions—like adjusting a sprinkler head or installing a rain sensor—can lead to big savings.

As Smart Irrigation Month continues to grow, it has become more than a marketing campaign—it’s a movement. One that champions collaboration between technology, policy and public awareness to ensure we use water wisely.

July is a time to celebrate progress, spotlight success stories and commit to the next chapter in efficient, intelligent water use. In a changing world, smart irrigation is no longer optional—it’s essential.

Irrigation, PVF and Waterworks

In the wake of intensifying weather patterns, rising urbanization and mounting environmental challenges, stormwater collection systems have become a critical element of sustainable infrastructure. Often hidden beneath our cities and communities, these systems play an unsung but vital role in protecting public health, preserving natural ecosystems and safeguarding property. As climate change accelerates the frequency and intensity of storms, the importance of these systems can no longer be overlooked or underfunded.

At its core, a stormwater collection system is a network of drains, pipes, detention basins, retention ponds, green infrastructure and treatment facilities designed to manage rainfall runoff. When it rains, especially in urban areas where impermeable surfaces like roads and rooftops dominate, stormwater must be diverted and controlled to prevent flooding, erosion and pollution. These systems collect runoff, direct it safely away from populated areas, filter out pollutants and slowly release the water into natural bodies like rivers, lakes and aquifers.

One of the primary functions of stormwater infrastructure is reducing the pain and damage associated with flooding. Urban flooding, which occurs when rainfall overwhelms drainage systems, causes billions of dollars in damage each year across the globe. In the United States alone, flood events are increasing in frequency and cost. Without properly sized and installed stormwater collection systems, many cities would see streets turn into rivers and basements into ponds with every moderate rainstorm.

But it’s not just about property damage. Floodwaters can incapacitate emergency services, disrupt power and transportation and even result in loss of life. In lower-income neighborhoods, where infrastructure investment may be lacking, these events can devastate entire communities. Investing in and modernizing stormwater systems is a direct investment in public safety and equitable development. Unchecked stormwater not only floods our streets but also erodes our natural landscapes. Rapid, concentrated flows of runoff can destroy stream banks, degrade wetlands and wash away topsoil. This not only reduces the ecological integrity of these habitats but also adds sediment and nutrients to waterways, further compromising water quality.

A well-designed stormwater system acts like a buffer, slowing down the water and dispersing it in a controlled manner. Retention ponds and rain gardens absorb and store stormwater, allowing it to infiltrate into the ground rather than rush over it. This process helps maintain base flow in streams during dry periods, supports groundwater recharge and sustains habitat for fish, birds and other wildlife.

Regulation plays an important role in advancing stormwater infrastructure. In the United States, the Environmental Protection Agency (EPA) enforces stormwater discharge standards through the Clean Water Act, requiring municipalities, developers and industries to implement best management practices. While compliance can be challenging, these rules have driven innovation and raised awareness of the importance of stormwater control.

States and local governments also play a key role. Forward-thinking municipalities have implemented stormwater utility fees that fund maintenance and upgrades. Others have established incentives for property owners to install rain gardens or reduce impervious surfaces. These policy tools encourage shared responsibility for water stewardship across sectors.

The Road Ahead: Building Smarter, Greener Systems

As communities continue to grow and climate risks escalate, stormwater collection systems must evolve from reactive plumbing networks to proactive, integrated water management solutions. This requires a change—from viewing stormwater as waste to recognizing it as a valuable resource.

Capturing and reusing stormwater for irrigation, cooling or even potable use (where allowed) can help reduce pressure on freshwater supplies. Smart technologies, including sensors and real-time monitoring systems, are enabling more dynamic, adaptive management of stormwater assets. Coupled with digital modeling tools, engineers can now simulate flood scenarios and optimize designs for maximum resilience.

Stormwater collection systems are foundational to the health, safety and sustainability of modern society. Though often invisible to the public, they are critical lifelines during storms and key protectors of our water resources. As we look to a future shaped by environmental uncertainty, investing in smarter, greener stormwater infrastructure is essential.