Proforma recently gathered distributor owners and senior executives from across North America for its 2025 Owner Advisory Council in Tampa. The weeklong event offered a platform for strategic discussions and innovative thinking designed to prepare the network for emerging challenges and competitive pressures. Attendees shared insights and experiences, highlighting how collaboration can shape the future of the franchise system.
John Keith, distributor owner of Proforma SYNQ and the incoming president of the 2026 Owner Advisory Council, remarked on the energy and purpose of the meeting. He explained that the conversations extended beyond immediate business concerns to focus on long-term trends in the industry. Artificial intelligence featured prominently, with participants recognizing its potential to influence operations and give the network a competitive edge.
Throughout the week, discussions addressed technology integration, eCommerce expansion, marketing strategies, and supplier relations. Vera Muzzillo, Chief Executive Officer of Proforma, emphasized the council’s role in strengthening culture, promoting leadership, and fostering growth within the network. The event underscored the importance of aligning strategic priorities across diverse markets and business segments.
The council also allowed distributor owners to exchange ideas and explore new approaches to challenges facing the franchise system. Brian Roney, Executive Vice President of Proforma, highlighted the tangible impact of these sessions on initiatives that support network performance. The collective effort demonstrated how shared knowledge and collaboration can drive innovation and strengthen the franchise as a whole.
As the Proforma network looks toward 2026, the insights gained from the Owner Advisory Council are expected to shape strategic direction and operational priorities. By combining the expertise of experienced leaders with fresh perspectives, the event reinforced the network’s commitment to sustainable growth, innovation, and long-term success.