Buying groups have a handle on the industry like nobody else. As the vital link between vendors and integration partners, buying group execs are consistently striving to strengthen the ties.
“HTSA has always believed that shared goals across our members and vendors lead to mutual success and greater customer satisfaction, enhancing the technology industry’s success, sales, and reputation in the long term,” says Jon Robbins, executive director, of HTSA. “And we accelerated this collaborative approach throughout 2024.”
Since entering the lighting and fixture category in 2017, HTSA has partnered with vendors to bring new, innovative business models and products to members, he adds. “This year, we proudly sponsored Lightapalooza’s third event, which saw major growth. With other buying groups, we’ll be a part of the fourth Lightapalooza in January 2025 in Dallas.”
In 2024, HTSA expanded member education by hosting nearly 20 major industry events, including a three-year partnership with CEDIA for more accessible training at their headquarters. Forward-thinking topics ranged from generative AI to lighting design. The group also added a compelling new National CEU Summit Program, in which integrators held more than 20 events across the country, benefiting HTSA itself, vendors, and design-build partners.
“In October, we took another important step toward unifying, as we hired Steven Rissi,” Robbins says. “Steven brings a 20-plus year extensive background in technical instruction to help us further expand our leadership in all facets of members’ educational and workforce needs. HTSA’s Fall Conference emphasized ‘fusion,’ the synergy of members and vendors working together to achieve greater success. In 2025, we’ll continue fostering this unity, increasing communication, adding new opportunities, and driving customer satisfaction.”
Oasys recently implemented several key initiatives to deepen its connection with its members and partners. “One major area of focus has been enhancing training and education,” says Oasys director Hank Alexander. “We’re launching a comprehensive training platform that provides ongoing technical certifications, product knowledge, and leadership development.”
The group has also established dedicated forums and smaller peer groups where members can connect, share insights, and problem-solve together. “This creates a sense of community and a space for ongoing learning beyond traditional meetings or events,” says Alexander. “We understand that each member is unique, so we’ve expanded our team to offer more one-on-one advisory services, assisting members with specific challenges and helping them leverage group resources and partnerships to their fullest potential.”
At Azione Unlimited, executive director Patrick McCarthy says the commitment to education and relationship building has led to an expansion of support across multiple layers within each dealer’s organization. “One of our key initiatives is the Leadership Symposiums, a unique offering held three times a year,” he says. “These tailored, two-day sessions focus on various roles: sales, lead techs, operations, marketing, and emerging leaders. These symposiums are located at top vendor facilities like Lowell, Sonance, and Leon Speakers, fostering valuable one-on-one connections and enabling our dealers to build lasting networks and learn from leading vendors.”
Furthermore, he continues, “We’re thrilled to introduce our Education Portal, a comprehensive resource that extends well beyond product knowledge. This portal is vital to our commitment to supporting comprehensive business development. It emphasizes areas like business acumen, thought leadership, strategic planning, and operational excellence, reflecting our belief that impactful education addresses all aspects of running a thriving business.
“We’re also utilizing the resources of our parent company, Nationwide Marketing Group,” McCarthy adds, “to offer dealers additional services, including insurance packages, warranty options, competitive credit card rates, and fleet deals. These offerings enhance our members’ ability to streamline operations and boost their bottom line, making our value proposition even stronger for dealer members.”
Now Trending
“One of the most compelling trends we’re seeing is a strong shift toward energy solutions,” McCarthy says. “Our recent addition of World4Solar, specializing in freestanding solar structures, along with innovative offerings from trusted partners like Savant, is meeting increasing demand from clients interested in sustainability and energy independence. This trend is not just a passing phase but a significant shift that positions our members to cater to clients’ evolving needs in a way that extends beyond traditional AV integration.
“Interestingly, many of our dealers are now even forming their own electrical companies to deliver a more comprehensive, full-service experience, providing everything from smart technology integration to energy management. This evolution speaks to the adaptability of our members and a growing preference for turnkey solutions that set them apart from the competition. We see the energy category continuing to grow as an essential and differentiating offering in the years ahead.”
“There’s a surprising and growing interest in energy management solutions, likely influenced by heightened consumer awareness around sustainability,” Alexander adds. “Dealers are requesting products that include energy monitoring, smart thermostats, and battery storage systems. The push for energy-efficient and eco-friendly installations is likely to grow as consumers prioritize sustainability.
“Health and wellness technology has also become a standout category, with a significant uptick in requests for circadian lighting, air-quality monitoring, and other wellness-oriented features,” he notes. “It’s a shift from purely functional installations to ones that actively enhance health and well-being, a trend we expect to strengthen.
“Outdoor installations are still highly requested,” Alexander continues, “driven by the lasting popularity of outdoor spaces that began during the pandemic. We’re seeing interest in outdoor TVs, audio systems, and even climate-controlled setups. Dealers are looking for products that offer durability alongside high performance to accommodate these spaces. In the near term, we expect continued growth in home automation and wellness tech, with sustainability becoming a core focus across product categories. As technology and lifestyle trends evolve, we anticipate that dealers will seek adaptable, future-proof solutions that can align with these emerging consumer expectations.”
Recent HTSA data shows that lighting category adoption benefits everyone, with growth in this sector not detracting from non-lighting products or vendors. “Over the past several years, we’ve demonstrated that lighting is essential to our members’ growth, as it brings them into projects earlier — a challenge across the industry until now,” Robbins says.
“At the conference, I shared survey and sales data showing that members excelling in lighting fixture sales are driving growth across all categories,” he continues. “A design-focused project approach, with lighting at the forefront, enables our members, and therefore our vendors, to secure budgets and establish themselves as essential members of today’s home design team. These insights confirm that our goals are coming to fruition, setting our members and vendors on a strong growth trajectory that we expect to continue through 2025.”
Pivot and Grow
“Our shared commitment to success drives us to overcome challenges naturally for both members and vendors,” Robbins says. “This year’s Fall Conference highlighted not just products and services, but also the importance of people. One of HTSA’s key strengths is our keen focus on interpersonal relationships and a curriculum that promotes trust and respect. By welcoming diverse perspectives and uniting as a group, we foster resilient, long-lasting business partnerships.”
Built on themes like unity and fusion, HTSA has navigated significant challenges over recent years. “During the pandemic, while supply chains were tested, we maintained close coordination between members and vendors, adapting to obstacles as they arose,” he adds. “As ultra-high sales trends softened, our collaborative approach enabled us to thrive in uncertain times, pooling our knowledge and strengthening our teamwork. Looking to 2025, HTSA members can look forward to an expanded lineup of progressive events. In addition to Lightapalooza, our conferences, and project managers’ summits, we’re adding technical training led by Steve Rissi, along with enhanced AI summits and all-new summits tailored to the latest member needs. Our Fall Conference reflects more than just a theme of fusion; we’re living it. Together, we continue to shape the future of our industry, leading rather than simply responding to change.”
Oasys has gained valuable insights over the past year that have shaped its approach and offerings. “As dealers navigate a wide range of client needs, they require products that can scale and adapt without adding complexity,” Alexander says. “Another insight has been the rising importance of sustainable and wellness-focused technology. As consumer awareness grows, we’ve seen a shift in demand toward energy-efficient, health-enhancing products.
Related: State of the Industry at CEDIA Expo 2024 – Experts Agree on Favorable Outlook
“With global supply chain disruptions, ensuring consistent product availability is challenging,” he notes. “We’ve had to diversify sourcing and build more resilient partnerships to minimize delays and keep projects on track for dealers. As we introduce new technologies, there’s a learning curve. Ensuring our dealers are fully trained and confident in implementing these newer solutions has become a key focus, and we’ve invested heavily in training and support. These challenges reinforce our commitment to delivering adaptable, reliable solutions that empower our dealers and meet evolving market demands.”
With a mature dealer network, Azione recognizes that most of its members have strong foundations in the basics. “Rather than looking for quick fixes or trendy solutions, our focus has shifted toward helping these established businesses sharpen their operations and scale effectively,” McCarthy concludes. “We’re dedicated to supporting members in breaking through growth plateaus by honing core skills in areas such as operational efficiency, cash flow management, productivity optimization, and recurring revenue development.
“This approach allows us to work closely with members to build enduring foundations and develop customized roadmaps that support sustainable growth. The challenge, of course, is that it requires a commitment to consistent, deliberate improvement rather than silver bullets. But by emphasizing strategic development, we’re positioning our members to achieve long-term success in a constantly evolving market.
