The role of the manufacturers’ representative continues to evolve as we adapt to changing customer expectations, digital transformation, workforce challenges and new market opportunities. As manufacturers and distributors seek stronger partnerships and more efficient go-to-market strategies, independent rep agencies remain uniquely positioned to provide local market expertise, technical knowledge and relationship-driven value.

To help its members stay ahead of industry changes, the Association of Industry Manufacturers’ Representatives (AIM/R) continues to expand its educational offerings, networking opportunities, benchmarking resources and leadership development programs. The organization has also introduced new initiatives designed to provide members with greater flexibility, deeper business insights and more opportunities to connect with peers throughout the year.

We wanted to hear more about what is taking place at AIM/R, and sat down with AIM/R President Jon Wiggs, CPMR, CPSC, and president of Wiggs-Haun&Bohan, to discuss the opportunities and challenges facing rep agencies, the association’s recent innovations, the future of industry events and how AIM/R is helping members build stronger, more resilient businesses.

The Wholesaler: As AIM/R’s president, what do you see as the biggest opportunities and challenges facing manufacturers’ representatives over the next several years? And how is AIM/R taking action to help its members navigate through the ups and downs? 

Jon Wiggs: The modern rep faces many challenges today, while at the same time, they must have an eye on the future. Our industry’s rate of change has been exponential and will continue at a faster rate than ever before. Our opportunities lie in front of us and have never been greater. Manufacturers are seeking the most efficient go-to-market strategies while the distribution channel seeks knowledgeable channel partners. As reps, we are uniquely positioned to create value through our relationships, technical expertise and local market knowledge. 

At the same time, agencies face many of the same challenges as our manufacturers and distributors: talent recruitment, evolving customer expectations, digital transformation, succession planning and economic uncertainty. These challenges will also continue as the pace of change accelerates.

AIM/R does a tremendous job of helping navigate industry changes through investing in leadership development, benchmarking tools, education, networking opportunities and industry advocacy. We provide agency leaders with practical resources and peer connections that help make informed decisions and build resilient businesses. 

TW: AIM/R has introduced several new initiatives over the past year. Please tell us more about them, and what has been driving the growth and innovation within the association? 

Wiggs: Our initiatives have been driven by one simple objective: deliver greater value to membership and how they go about business daily. Our educational offering, AIM/R On Tap, recently underwent a refresh. Justin Pfeifer and his team knocked it out of the park. Now membership can access educational content on their own time. The new YouTube channel can be subscribed to and revisited as needed. Our partnership with CoMetrics continues to grow as our benchmarking capabilities are enhanced. 

Peer-to-peer networking will always be first and present within AIM/R. We have focused on more opportunities because we continue to hear this request from members. Our growth and innovation within AIM/R is simple: listen and act upon the challenges that our members are facing. This is very simple and has become one of our most valuable aspects of membership.

Rather than relying on traditional formats, we are building a more flexible and responsive organization.

TW: I understand the group is planning not just one but three conferences moving forward to improve geographic reach and reduce industry scheduling conflicts. Tell us more about the events, and will it replace the large annual conference? 

Wiggs: Our expanded conference planning strategy has come out of necessity. Post-COVID-19, the conference game shifted; to secure prime locations and spaces, we had to adjust to a multiple year planning strategy. Currently, we have booked Napa, California; Boston; and Orlando, Florida. We are in the process of securing our next location.

However, the primary reason was programming efficiencies and location securement. We recently finished our 2026 strategic plan, and one of our action items is to add regional events. Our board has started to go to work and discuss the future of these events. More details will come to fruition after our next in-person board meeting in Napa. 

We felt that being able to host regional events would help us address regional priorities while maintaining high-quality content and peer-to-peer interaction. This approach is intended to complement, not replace, our flagship annual conference.

TW: The association’s annual conference has long been considered a cornerstone event for the rep community. As the organization returns to Napa this year, what can attendees expect?

Wiggs: Napa 2026 will build upon the tradition that members value while delivering an elevated experience focused on relevance, engagement and connection. Attendees can expect a strong lineup of speakers, peer-to-peer networking, engagement of industry topics and more.

Brenda Cashdolar, CPMR, vice president of Synergy Sales, NW, and her team have built a strong schedule which can be viewed at www.aimrannualconference.com. One of the new ideas coming to the stage this year is that we are hosting two councils — AIM/R Manufacturers Advisory Council  and AIM/R Wholesaler Advisory Council (WAC) —on stage so members can experience what was once behind the scenes.

AIM/R’s annual conference is about the rep and the rep function, but we have so many great initiatives ongoing. Brenda decided to bring a lot of these projects on stage. Napa provides a world-class setting, but the true value of the annual conference will continue to be the people and ideas that will come together in Napa.

TW: AIM/R On Tap is taking a more flexible, on-demand approach to delivering industry insights and education. How are member expectations around networking, education and content consumption changing, particularly among the next generation of leaders? 

Wiggs: Today’s leaders want timely information that is practical and accessible when they need it. Our membership expects educational content that fits into their busy schedules and can be consumed on demand. 

This shift is especially evident in emerging leaders who are accustomed to learning through shorter, more flexible formats and digital platforms. Peer-to-peer networking and relationship building are still of high value, but one annual event is not enough for our next generation of leaders.

AIM/R On Tap has been reimagined by Justin and his team in response to the changing expectations. Our On Tap YouTube channel allows us to deliver relevant insights, expert perspectives and professional development in a convenient format. The goal is not to replace face-to-face interactions but to extend the value of our membership by creating opportunities for learning engagement.

TW: The association is now in its second year with CoMetrics, giving members access to benchmarking and agency performance data. Why are data and peer benchmarking becoming increasingly important for independent rep agencies, and how do you see members using those insights to strengthen their businesses? 

Wiggs: In today’s business, decisions based solely on intuition are no longer enough. Agency leaders need objective data that helps them understand how their organizations compare to their peers and where opportunities for improvement exist.

Our partnership with CoMetrics provides members with valuable benchmarking information on key business metrics. Whether evaluating profitability, compensation, growth strategies or operational efficiency, access to reliable data creates a stronger foundation for decision-making.

Members use these insights to establish goals, validate strategic investment and have more informed conversations with partners, employees and manufacturers. Benchmarking helps agencies move from reacting to market conditions to proactively planning for growth. It gives leaders greater confidence in their decisions and helps build stronger, more sustainable businesses.

For more information on the group, please visit www.aimr.net.