Handbell Ringers of America

What Handbell Ringers of America does

Handbell Musicians of America (HMA, formerly Handbell Ringers of America / AGEHR) is a Cincinnati, Ohio-based non-profit membership organization dedicated to advancing the musical art of handbell and handchime ringing across the United States. The organization serves a distributed community of individual handbell musicians, directors/conductors, music educators, church musicians, youth ringers (ages 13-18), and exhibiting industry partners, operating through 12+ regional areas that run local and area-wide festivals throughout the year. Its core product is not a single platform but a portfolio of six interconnected programs: the annual National Seminar (its flagship event, scheduled for July 14-18, 2026, at the Sharonville Convention Center in Cincinnati), Distinctly Teen (a youth track culminating in a shared concert with the All-Star Choir), AGEHR Publishing (an owned music catalog of handbell and handchime sheet music plus licensing), the Handbell Assessment Program (a structured skills evaluation and certification track), Solo Ringing and Bell Tree Resources (specialized instructional verticals), and a "Bells in Faith" repertoire recommendation service for sacred-music users.

HMA is governed by a Board of Directors and operates with 1-10 employees. Its business model blends recurring annual membership dues with episodic event income (National Seminar, Distinctly Teen, and area festival registrations), a publishing and licensing arm (AGEHR sheet music sales, tablet permission, and other licenses), exhibitor booth rentals at the National Seminar Handbell Commons ($325 for HMA Business Members, $475 for non-members per booth), tiered sponsorships ($600 concert sponsorships up to $3,000 welcome reception packages, plus $1,200 lanyard and $1,500 happy hour slots), program book advertising, and a branded merchandise store. Go-to-market is community-led: the organization drives engagement through a primary website (handbellmusicians.org), a dedicated seminar microsite, email newsletters (E-Notes), Facebook, Instagram, and YouTube channels, and a member-only portal at handbellmembers.org. The underlying technology stack is conventional web infrastructure (WordPress CMS, NeonCRM for event registration) rather than proprietary software; strategic value sits in the community, brand, content library, and event-aggregating role rather than in technology.

Name

Handbell Ringers of America

Legal name

Handbell Musicians of America

Website

https://handbellmusicians.org

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Handbell Musicians of America is a U.S. non-profit membership organization that advances handbell and handchime ringing through education, community events, and music publishing. It serves individual musicians, directors, educators, church musicians, and youth via its annual National Seminar, AGEHR Publishing catalog, and regional festival network.

Ownership category

akta.pro rank

Product category

Music Education & Community Services

NAICS

Fine Arts Schools (61161), Musical Groups and Artists (711130), Music Publishers (512230)

SIC

Services-Educational Services (8200), Services-Membership Organizations (8600)

akta.pro primary industry

Music Instruction (Instrumental & Vocal) (EDAMAAAE)

akta.pro secondary industries

Group Music Classes & Ensembles (Band, Orchestra, Choir) (EDAMANAC), Music (Instruments, Voice, Music Theory) (EDAAAGAC)

Keywords

• Handbell music education
• Music membership organization
• Handbell performance events
• Sheet music publishing
• Music ensemble community

Headquarters

HQ city

Cincinnati

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Subscriptions: Annual membership dues providing access to benefits, resources, and community
2. Event Registration Fees: Fees for National Seminar, Distinctly Teen, and various workshops and festivals
3. AGEHR Publishing Music Sales: Sales of handbell and handchime sheet music and compositions
4. Exhibitor Booth Rentals: Rental of exhibition booths at National Seminar Handbell Commons, $325 for HMA Business Members/$475 for Non-Members
5. Sponsorships: Sponsorship opportunities at National Seminar including welcome reception ($3000), happy hours ($1500), commemorative pin, event lanyard, concert sponsorships ($600-$1000)
6. Merchandise Store: Sales of HMA branded merchandise
7. Licensing Fees: Music licensing for tablet permission and other uses

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Handbell Musicians of America (HMA) is a non-profit membership organization that advances the musical art of handbell and handchime ringing through education, community, and communication. It operates an annual National Seminar event, a youth program called Distinctly Teen, the AGEHR Publishing music catalog, the Handbell Assessment Program for skill certification, and a network of regional areas and local festivals across the United States. Members pay annual dues and gain access to educational resources, repertoire, events, and community-building opportunities.

Product overview

Handbell Musicians of America is a non-profit membership organization that serves as the national advocate for the handbell and handchime ringing art form. The organization operates as a unified membership platform offering multiple interconnected programs and services including: its primary website (handbellmusicians.org) serving as the central hub for information and membership; AGEHR Publishing for music catalog and licensing; the annual National Seminar flagship event; Distinctly Teen youth programming; the Handbell Assessment Program for skill certification; and Solo Ringing and Bell Tree Resources for educational content. The organization also maintains a dedicated National Seminar website for event management. The portfolio is centered on education, community building, and advancing the musical art of handbell ringing rather than commercial product offerings.

Differentiator

Problem solved

Functional benefit

Brands

• AGEHR Publishing: Music publishing division of Handbell Musicians of America

Products and services

• HMA Membership
• National Seminar
• Distinctly Teen
• AGEHR Publishing Catalog
• Handbell Assessment Program
• Music Licensing Services
• Regional Area Festivals
• HMA Merchandise Store

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core, major and minor.

• Malmark Bells, Inc.coreGTM or Marketing PartnerMalmark Bells is a key exhibiting partner at National Seminar and sponsor of the Welcome Reception. They provide handbells and related equipment to the handbell community.
• AGEHR PublishingcoreGTM or Marketing PartnerHMA's music publishing division, offering handbell and handchime sheet music catalog. AGEHR (American Guild of English Handbell Ringers) Publishing is the organization's own publishing house.
• Alfred HandbellmajorGTM or Marketing PartnerMusic publisher and exhibiting partner at National Seminar, showcasing new handbell releases.
• Beckenhorst Press Inc.majorGTM or Marketing PartnerHandbell music publisher and exhibiting partner at National Seminar.
• CantoBell HubminorGTM or Marketing PartnerInternational handbell music publisher featuring Hong Kong composers, exhibiting partner at National Seminar.
• Choristers GuildmajorGTM or Marketing PartnerSacred music publisher with handbell offerings, exhibiting partner at National Seminar.
• CIR Music (Christian Interdenominational Resources)minorGTM or Marketing PartnerChristian music publisher with handbell resources, exhibiting partner.
• Grassy Meadow MusicminorGTM or Marketing PartnerHandbell music publisher, exhibiting partner at National Seminar.
• Heitz Handbells and MusicmajorGTM or Marketing PartnerHandbell equipment and music supplier, exhibiting partner at National Seminar.
• Hope Publishing CompanymajorGTM or Marketing PartnerMajor handbell music publisher and exhibiting partner at National Seminar.
• Jeffers Handbell Supply IncmajorGTM or Marketing PartnerLeading handbell equipment and music supplier, exhibiting partner at National Seminar.
• Schulmerich Bells, LLCmajorGTM or Marketing PartnerHandbell manufacturer and exhibiting partner at National Seminar, introducing new Glockenspiel products.
• 8-Bit Handbell PublishingminorGTM or Marketing PartnerContemporary handbell music publisher, exhibiting partner.
• LDM EmbroideryminorGTM or Marketing PartnerEmbroidery services for HMA merchandise and exhibitor.
• Third Bell on the RightminorGTM or Marketing PartnerHandbell music publisher and exhibiting partner.
• Two Tacos HighminorGTM or Marketing PartnerHandbell ensemble and sponsor (lanyard sponsor), exhibiting partner.
• Witte Performance ToursminorGTM or Marketing PartnerPerformance tour company for handbell ensembles, exhibiting partner.
• PBS-CETminorGTM or Marketing PartnerMedia sponsor providing livestream coverage of National Seminar concert series.
• Westminster Choir CollegeminorGTM or Marketing PartnerSponsor for All-Star and Distinctly Teen Concert, educational institution with handbell program.
• The Raleigh RingersminorGTM or Marketing PartnerPrestigious handbell ensemble purchasing program book ad space.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• National Association for Music Education (NAfME): Largest music education association in the US, serving music educators across all disciplines. Comparable membership-based model with conferences, publications, and advocacy, but operates at far greater scale and broader scope than HMA's handbell focus.
• Malmark Bells, Inc. Leading US handbell manufacturer and HMA's core commercial partner. Operates in the same handbell ecosystem but from the manufacturing side, sponsoring HMA events and selling instruments to HMA's member community.
• Schulmerich Bells, LLC: Major handbell and handchime manufacturer serving the same community as HMA. Industry supplier and exhibiting partner that depends on HMA's National Seminar for customer engagement, but operates from the manufacturing/distribution side.

Direct peers

• American Choral Directors Association (ACDA): National membership organization for choral directors with conferences, regional events, publications, and member resources. Closely parallels HMA's model of specialized music discipline organization with annual flagship event, regional structure, and membership subscriptions.
• Percussive Arts Society (PAS): International membership organization for percussion musicians with annual convention, education programs, and publications. Highly comparable model to HMA with specialized music discipline focus, annual flagship event, and member-driven community.
• Music Teachers National Association (MTNA): National membership organization for music teachers with conferences, certifications, and student programs. Similar member-based education organization with annual events and professional development focus, though serving teachers broadly rather than a single instrument.
• Suzuki Association of the Americas (SAA): Regional organization supporting the Suzuki music education method across multiple instruments. Comparable member-driven structure with conferences, teacher training, and youth-focused programming similar to HMA's Distinctly Teen initiative.
• American Orff-Schulwerk Association (AOSA): National music education organization using the Orff-Schulwerk approach with workshops, chapters, and certification programs. Similar member-organization model with educational focus, regional chapter structure, and annual gatherings.
• Chorus America: National service organization for choral ensembles with advocacy, conferences, and member resources. Comparable membership association model serving ensemble-based musical groups with education and community-building focus.
• National Federation of Music Clubs (NFMC): National music organization with state and local clubs, festivals, competitions, and scholarships. Comparable membership federation model with regional structure, performance events, and educational programming serving amateur musicians.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/HandbellMusicians
• Facebookfacebook.com/HandbellMusicians
• Instagraminstagram.com/hmamusicians
• LinkedInlinkedin.com/company/handbell-musicians-of-america

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Handbell Ringers of America