The wellness category is becoming a force in the custom electronics channel. From human-centric lighting to indoor air quality (IAQ), integrators are finding a growing awareness and sales opportunity among their clients, especially accelerated by the coronavirus pandemic. Now, a team of veteran independent reps are giving the category an even bigger boost. The new PureTech Alliance is the first full-service national sales organization that will focus on bringing health and wellness solutions to the custom installation channel.

The Alliance covers all 50 states and Puerto Rico. Each of the 12 rep firms has extensive experience in the audio/video and custom installation (CI) channel within their respective regions.

The mission of the PureTech Alliance is to create the ultimate national sales organization, with all territories benefitting from a unified sales, support and training regimen that will maximize productivity and operational efficiency for each regional firm. As a national sales solution for manufacturers of health and wellness technologies, the PureTech Alliance will be highly autonomous, capable of providing vendor partners with the sales performance they must have while minimizing the internal resources typically required to oversee each region.

The PureTech Alliance is a who’s who of top rep firms. The founding partners are Peter Dyroff of Strateres based outside Boston, and Seth Kaplan of LK & Associates in Fort Lauderdale, Fla. The rest of the executive team includes Secretary Brad Whitehead of VX Strategy in Denver, and Treasurer Dave Humphries of Atlantic Integrated in Rockleigh, N.J.

“We have been increasingly aware of the impending collision between wellness technologies and the traditional A/V and smart home products that we see in the CI channel,” reports Dyroff. “The wellness category features dynamic, innovative manufacturers, and we anticipate meaningful growth and revenue opportunities vital to the future of the CI channel. Additionally, we are confident that an effective national alliance will change the way both vendor and dealer partners across the U.S. perceive sales representation, creating a highly efficient, service-centric benchmark for our industry.”

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The full members of the Alliance are:

• Morris Tait in Southern California
• Oliver Marketing in Northern California and the Pacific Northwest
• New Tech Group in the Middle Atlantic region
• Atlantic Integrated in the New York Metro market
• Momentum Reps in the Rocky Mountain region
• Rio Grande Reps in Texas and New Mexico
• High Tech Network in the Southeast
• Orion Sales in the Midwest/Chicago market
• Frontline Sales & Marketing in Minnesota
• Synapse Sales & Marketing serving Nebraska, Kansas, Iowa, Missouri and Southern Illinois
• LK & Associates in Florida
• Strateres & Associates in the Northeast

“We are really fortunate that we have been able to assemble a really terrific group of rep agencies from around the country,” comments Dyroff.

In an exclusive interview with CE Pro, Dyroff and Kaplan attributed much of the momentum for the Wellness category to CE Pro.

“I can thank you and Julie Jacobson in part for this. We have been reading about wellness in CE Pro for several years now. I have had many conversations with Julie over the years. It is real clear that the wellness category is ripe to fit in with integrators in high-quality homes and installations.”

According to the upcoming CE Pro 2020 Wellness Deep Dive Study that will be revealed in the August 2020 issue of CE Pro, integrators expect the percentage of project with wellness technologies included to nearly double over the next 12 months, from 20% of projects pre-COVID-19 to 38.9% of projects post virus.

The full video interview with Kaplan and Dyroff will appear on cepro.com in the coming weeks.

Pure365 Is First Vendor Partner

On the supplier front, the PureTech Alliance has reached an agreement to provide national sales representation to Pure365, developer of an integrated system of best-in-class hardware and software that both filters and tracks indoor air and water quality. Pure365’s purification systems capture over 99% of potentially harmful ultrafine particles, microorganisms and volatile organic compounds.

“We are thrilled to be working with the PureTech Alliance to manage our national sales and service strategies within the CI channel,” says Michael Don Ham, COO at Pure365. “This team of sales representatives has demonstrated a longstanding track record of success, and we are confident that the level of performance they will achieve on our behalf will enable us to focus on bringing the finest wellness solutions to homeowners.”