The history of WD Industrial Group in Manitoba, Canada, is slightly different from that of most rep firms. The company, incorporated in 1981 by WD (Bill) Pooles, started as a waterworks manufacturer (valve boxes, service boxes, municipal castings and other accessories). Today, that remains at the core of its total business. We spoke to Kurt Chekosky, vice president of business development, and owner Brent Pooles, son of WD Pooles, about that history and how they entered the rep business. 

Brent Pooles joined the company in 1983 after graduating from the University of Manitoba; 13 years later, in 1996, he bought the business from his father. His plan was to grow the business both organically and vertically. He started by purchasing an injection molding company, a grinding company and a manufacturer of pil switches and alarms. 

That growth path led to sales integration, which led to the manufacturers’ rep business. WD Industrial Group acquired two rep firms and is currently working on a third. Brent Pooles notes: “Our thought process was by purchasing the rep agencies, we would have more ‘arrows in our quiver.’ More products to sell to our clients, clients with whom we have great relationships.”

Four years ago, the rep firm built a 30,000-square-foot facility in Winnipeg, Manitoba, Canada; it proudly incorporated many of the products it makes and represents into the building’s construction. That facility houses both its manufacturing and rep businesses. 

WD Industrial has nearly 40 team members, including manufacturing, inside sales, outside sales and administration. It also has three 3rd-generation members involved with the company. 

Specific to the rep business, WD offers a mix of buy-sell and commission-based agreements, and its coverage area varies by manufacturer. It sells through the traditional wholesale channel; its primary territory is western Canada, which includes British Columbia, Alberta, Manitoba, Saskatchewan and Northwestern Ontario. 

The sales team includes four sales engineers and Chekosky. They focus on consulting engineering firms, contractors and distributors to move the ball forward for the manufacturers they represent. They have thoughtfully assembled their engineering team from three different disciplines: civil, mechanical and chemical. This allows them to speak and present in the language that the firm or contractor is most comfortable with. 

Brent Poole’s philosophy is simple: people No. 1, product lines No. 2 and diversification No. 3.

Jon Thomas: How have tariffs impacted your business?

Kurt Chekosky: The impact of tariffs has been extremely minimal for our company. Six of our 20 product lines are Canadian, but so far the overall effect on the business has been limited. That said, as we all know, the tariff environment can change by the day, so it is something we continue to monitor closely.

Joe Herkowski: WD is not your typical commissioned manufacturers’ representative. How has that helped your company evolve?

Brent Pooles: Diversification has been crucial to our success. We manufacture products on the waterworks side of our business, but we are always looking for additional ways to create value.

For example, we have started exploring the fabrication of PPR piping systems. That gives us an opportunity to help drive demand for the product while also providing additional value to our contractor customers.

We prefer the buy/sell model for its profit potential, but we also represent traditional commission-based product lines. I cannot stress enough how important diversification has been to our business and how much it has helped us evolve over the years.

Chekosky: We have also begun exploring service opportunities for some of the products we represent. Anything we can do to provide additional value to the distributor or contractor is something we are going to consider.

Herkowski: Explain the territory you currently cover. What does expansion look like for WD?

Pooles: We are primarily a Western Canadian manufacturers’ representative agency, and are always looking for opportunities to grow throughout the region. There is still plenty of opportunity within our existing market.

At the same time, simply taking on additional territory is not always a good thing if you do not have the personnel and resources necessary to properly cover it.

The same philosophy applies when evaluating new product lines. We do not want to take on a line simply to add another line. I would rather turn them down than let them down.

Thomas: What advice would you give to future rep agency owners?

Pooles: It starts with good people. We hire based heavily on culture and fit, and we even use Gallup assessments as part of that process.

From there, you need the right product lines, strong relationships and a diversified business model. Ultimately, you have to continually look for ways to create value for your customers and partners.

Thomas: Have you seen consolidation in rep agencies in Western Canada?

Pooles: We have seen some consolidation because manufacturers in certain markets have gone factory-direct in lieu of the rep model, which has forced some consolidation among the agencies here. 

Herkowski: We understand that, due to a scheduling conflict, you did not attend the AIM/R Conference this year. What are some of the aspects of the conference you have enjoyed most?

Pooles: AIM/R has been tremendous for us. I especially enjoy the opportunity to discuss best practices and participate in roundtable conversations with other representatives from around the country.

I definitely missed those conversations this year. And with the conference being in Napa, I missed the red wine as well!

More importantly, AIM/R has played a meaningful role in helping us grow and improve as a company. 

Jon Thomas, CPMR, is the CEO of N.H. Yates and Co. (Hunt Valley, Maryland), and Joe Herkowski, CPMR, is the owner and business development professional of Herkowski Stickler & Associates (Milwaukee). Both serve on AIM/R’s board of directors.