Pace Reps
Pace Reps is an independent manufacturer's representative agency founded in 1982 that represents approximately 19-20 heavy-duty foodservice equipment manufacturers across MAFSI Region 12 (Alabama, Georgia, Florida Panhandle, and Eastern Tennessee), serving K-12 schools, healthcare, hospitality, chains, and consultant/designers on a commission basis through a nine-person consultative field sales team.
- Company typePrivate
- Founded1982
- HeadquartersFairburn, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Pace Reps does
Pace Reps, operating legally as Charles Pace & Associates, Inc., is an independent manufacturer's representative agency founded in 1982 and headquartered in Fairburn, Georgia. The firm represents approximately 19-20 heavy-duty foodservice equipment manufacturers — including Arctic, Beverage-Air, Robot Coupe, Montague, Winston, Victory, Pratica, Fiero, Fermod, Multiteria, and others — and provides consultative specification support, sales representation, and end-user training across MAFSI Region 12, covering Alabama, Georgia, the Florida Panhandle, and Eastern Tennessee, with offices in Fairburn, LaGrange, Chattanooga, and Nashville.
The company's portfolio spans refrigeration (walk-ins, undercounter, reach-ins, blast chillers), cooking (ranges, grills, ovens, induction, wood-fired, high-speed ventless), food processing (commercial processors, vertical cutter-mixers, blenders), holding/proofing (CVap, Collectramatic), warewashing, water treatment, modular shelving, and serving counters. Pace Reps does not manufacture or sell equipment directly; it earns commissions by connecting foodservice operators, equipment dealers, consultants, and designers with the appropriate manufacturer solutions. The team of 9 (seven outside sales staff and two inside sales assistants) is fully ServSafe certified and brings over 120 years of combined industry experience.
Revenue mechanics are commission-based on manufacturer-set equipment sales, with no publicly disclosed pricing. The go-to-market is enterprise field sales with a consultative, solution-oriented approach rather than product-pushing; the firm prioritizes K-12 school nutrition as its primary vertical while serving healthcare, hospitality, chain restaurants, higher education, and consultant/designer segments. Marketing channels include a foodservice blog, the Pace's Place video library, an interactive virtual school cafeteria tool, email newsletters, and active social media presence across major platforms.
Pace Reps firmographics
Firmographics- Name
- Pace Reps
- Legal name
- Charles Pace & Associates, Inc.
- Website
- https://pacereps.com
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Pace Reps is an independent manufacturer's representative agency founded in 1982 that represents approximately 19-20 heavy-duty foodservice equipment manufacturers across MAFSI Region 12 (Alabama, Georgia, Florida Panhandle, and Eastern Tennessee), serving K-12 schools, healthcare, hospitality, chains, and consultant/designers on a commission basis through a nine-person consultative field sales team.
- Ownership category
- akta.pro rank
Pace Reps industry classification
Industry- Product category
- Foodservice Equipment Sales Representation
- SIC
- General Industrial Machinery & Equipment (3560)
- akta.pro primary industry
- Regional/Local Broadline Foodservice Distributors (AFAIAAAB)
Keywords
Where Pace Reps is headquartered
LocationHeadquarters
- HQ city
- Fairburn
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Pace Reps business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Manufacturer's Representative Commission: As a manufacturer's rep agency, Pace Reps earns commissions from the equipment manufacturers they represent. The company connects foodservice operators with heavy-duty equipment manufacturers and provides consultation and specification support throughout the sales process.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Pace Reps product offering
Product offeringCore offering
Pace Reps is an independent manufacturer's representative agency that represents 19+ heavy-duty foodservice equipment manufacturers across MAFSI Region 12, covering Alabama, Georgia, the Florida Panhandle, and Eastern Tennessee. The agency connects specifiers, equipment dealers, and end-users in the foodservice industry with appropriate equipment solutions through a consultative, relationship-based sales approach. Sales are driven by seven outside field sales staff and two inside sales assistants, all ServSafe certified, earning commissions on equipment sales facilitated through their representation.
Product overview
Pace Reps is an independent manufacturer's rep agency founded in 1982, specializing in heavy-duty foodservice equipment. The company represents a portfolio of 20+ manufacturer brands across multiple equipment categories including walk-in refrigeration (Arctic, Victory), food processing (Robot Coupe, Blixer), cooking equipment (Montague, Winston CVap, Pratica, Fiero), holding and warming (Winston, Pass-Thru Warming Cabinets), water treatment (Terry), shelving (Fermod, Winholt), serving counters (Multiteria), and specialty equipment (Beverage-Air, Moyer-Diebel, Erika Record, Multiwasher). These products serve K-12 school cafeterias, healthcare facilities, hospitality, chains, and consultant/designer markets primarily in Georgia, Alabama, Florida Panhandle, and Eastern Tennessee.
Differentiator
Problem solved
Functional benefit
Products and services
- Arctic Walk-In Coolers and Freezers Walk-in coolers and freezers in Blue Line, Series 3000, and Signature Series configurations for foodservice cold storage applications, represented by Pace Reps in MAFSI Region 12.
- Beverage-Air Undercounter refrigeration, back bar systems, glass-door merchandisers, milk coolers, and ice cream freezers for foodservice operations, represented by Pace Reps.
- Robot Coupe Food Processors Commercial food processors, vertical cutter-mixers, blenders, and Blixer series for food preparation in commercial kitchens, represented by Pace Reps.
- Victory Refrigeration Commercial foodservice refrigeration including refrigerators, freezers, prep tables, and blast chillers featuring the UltraSpec Series, represented by Pace Reps.
- Terry Water Treatment Water treatment systems using Citryne technology to eliminate scale buildup in commercial foodservice equipment, represented by Pace Reps.
- Winston Foodservice (CVap) CVap and Collectramatic holding, proofing, and warming cabinets for maintaining food quality and temperature, represented by Pace Reps across schools, healthcare, chains, and fine dining.
- Fermod Modular Shelving Modular shelving systems with lifetime warranty against rust and corrosion, rated for cold storage from -40°F to 140°F, represented by Pace Reps.
- Montague Company Commercial ranges, grills, ovens, pizza ovens, induction cook tops, and refrigerated storage bases for high-capacity commercial kitchens, represented by Pace Reps.
- Pratica High-Speed Ovens Ultra-fast high-speed ovens using impinged hot air, microwave, and direct radiation technologies with ventless operation for kitchens without ventilation hoods, represented by Pace Reps.
- Fiero Group Wood-Fired Ovens Italian-designed, American-made wood-fired pizza ovens and artisanal dough solutions for commercial kitchens, represented by Pace Reps.
- Multiteria Serving Counters Serving counters and Essence counter line food presentation solutions for K-12 cafeterias and commercial foodservice, represented by Pace Reps.
- Flexserve Holding Solutions Innovative serving and holding solutions for foodservice operations including the Flexserve Hub and Connect systems, represented by Pace Reps.
- Erika Record Bakery Equipment Divider rounder equipment for commercial bakery and foodservice operations, represented by Pace Reps.
- Multiwasher Commercial Warewashing Commercial warewashing equipment for foodservice operations, represented by Pace Reps.
- Moyer-Diebel Dishwashing Equipment Commercial dishwashing and glass washing equipment for foodservice operations, represented by Pace Reps.
- Winholt Equipment Storage Solutions Storage equipment including shelving, dunnage racks, sinks, stainless steel fabrication, pan racks, and heater proofers, represented by Pace Reps.
- BMI Installs Installation Services Installation and project management services for foodservice equipment, represented by Pace Reps.
- Cafeterias Redefined Design Solutions Cafeteria design and equipment solutions for modernizing cafeteria environments, represented by Pace Reps.
- Meatico Dry-Aged Meat Cabinets Dry-aged meat cabinets for commercial kitchens enabling enhanced flavor, presentation, and value propositions for restaurants, hotels, and retail environments, represented by Pace Reps.
Companies that use Pace Reps
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles5 records
Pace Reps technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pace Reps partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and supporting.
- Arctic Walk-InscoreRepresents Arctic Walk-In coolers and freezers. Arctic has been manufacturing walk-in coolers and freezers since 1981 and is among premier walk-in cooler manufacturers in the United States. Products include Blue Line Series, Series 3000, and Signature Series.
- Beverage-AircoreRepresents Beverage-Air refrigeration and foodservice equipment including undercounter refrigeration, back bar systems, glass-door merchandisers, milk coolers, and ice cream freezers.
- Fiero (formerly Forza Forni)coreRepresents Fiero Group, a culinary powerhouse bringing Italian-designed, American-made wood-fired ovens and artisanal dough solutions to the U.S. market.
- FermodcoreRepresents FERMOD modular shelving systems. Serving the refrigeration industry since 1934, FERMOD offers modular shelving with lifetime warranty against rust and corrosion, suitable for temperatures from -40°F to 140°F.
- Robot CoupecoreRepresents Robot Coupe food processors, hand mixers, juicers, vertical cutter-mixers, and Blixer machines. Robot Coupe invented the commercial food processor in the early 1960s and is the worldwide leader with over 40 available models.
- Victory RefrigerationcoreRepresents Victory commercial foodservice refrigeration products including refrigerators, freezers, prep tables, and blast chillers. Features UltraSpec Series with SecureTemp 1.0 monitoring system.
- Winston FoodservicecoreRepresents Winston Foodservice CVap and Collectramatic equipment. Winston utilizes science and technology to produce consistent and repeatable results, serving schools, healthcare, chains, and fine dining establishments.
- MontaguecoreRepresents Montague commercial kitchen equipment including ranges, grills, pizza ovens, induction cook tops, and refrigerated storage bases. Known for industry-leading technology, craftsmanship, durability, and performance.
- Moyer-DiebelsupportingRepresents Moyer-Diebel commercial dishwashing and glass washing equipment.
- PraticacoreRepresents Pratica high-speed ovens featuring ventless technology using multiple heat sources (impinged hot air, microwave, radiation). Ideal for operations without expensive HVAC equipment or ventilation hoods.
- Winholt EquipmentsupportingRepresents Winholt Equipment storage solutions, sinks, stainless steel fabrication, pan racks, and heater proofers.
- Terry Water TreatmentsupportingRepresents Terry water treatment products that eliminate scale using Citryne technology. NSF and FDA approved, food grade, and biodegradable formulation for commercial kitchen water systems.
- MultiteriacoreRepresents Multiteria serving counters and essence counters designed for efficient, durable K-12 cafeteria operations with customizable configurations.
- MultiwashersupportingRepresents Multiwasher commercial ware washing equipment.
- Erika RecordsupportingRepresents Erika Record bakery equipment including divider rounders for commercial baking operations.
- MeaticosupportingRepresents Meatico dry-aged meat cabinets for commercial kitchens, enabling enhanced flavor, presentation, and new value propositions for restaurants, hotels, and retail environments.
- FlexservesupportingRepresents Flexserve innovative serving and holding solutions for foodservice operations.
- Cafeterias RedefinedsupportingRepresents Cafeterias Redefined solutions for modernizing cafeteria environments.
- BMI InstallssupportingRepresents BMI Installs installation and project management services for foodservice equipment.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Pace Reps competitors and assessment
Company assessmentDirect peers
- Central Restaurant Products: Indianapolis-based foodservice equipment and supplies distributor serving operators nationwide, with comparable heavy-equipment categories (refrigeration, cooking, food preparation) and a similar consultative sales approach.
- The Boelter Companies: Foodservice equipment and supplies specialist that combines distribution, design, and consultative sales to operators across multiple segments, overlapping directly with Pace Reps's K-12, healthcare, hospitality, and chain customers.
- Katom Restaurant Supply: Specialty foodservice equipment and smallwares distributor with strong presence in the Southeast U.S., serving chain and independent operators with heavy-duty kitchen equipment analogous to Pace Reps's represented lines.
- Tundra Restaurant Supply: Foodservice equipment and smallwares distributor serving restaurants, schools, and hospitality operators across the U.S. with both catalog and field sales, comparable in customer mix to Pace Reps's chain and K-12 base.
- Marketing Agents Group: Independent foodservice equipment manufacturer's rep agency covering multiple U.S. regions, with a similar commission-based model representing equipment manufacturers to operators, specifiers, and dealers.
Broad incumbents
- Edward Don & Company: One of the largest U.S. foodservice equipment, supplies, and design distributors with national reach; serves the same operator and dealer customers as Pace Reps but at significantly greater scale and across all 50 states.
- Webstaurant Store: Largest online foodservice equipment and supplies retailer in North America; competes for the same end-operator purchasing but via e-commerce rather than field rep relationships, posing an indirect channel threat to rep agencies like Pace Reps.
Others
- MAFSI (Manufacturers' Agents Association for the Foodservice Industry): Industry association that defines rep-agency standards and the MAFSI regional map (Region 12 is Pace Reps's territory); many of Pace Reps's peers are MAFSI member agencies, and the association shapes how manufacturers structure rep relationships.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Pace Reps social profiles
Digital presencePace Reps financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pace Reps leadership team
Management profileNumber of profiles
Profiles2 records
Pace Reps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pace Reps M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pace Reps
What does Pace Reps do?
Pace Reps is an independent manufacturer's representative agency that represents 19+ heavy-duty foodservice equipment manufacturers across MAFSI Region 12, covering Alabama, Georgia, the Florida Panhandle, and Eastern Tennessee. The agency connects specifiers, equipment dealers, and end-users in the foodservice industry with appropriate equipment solutions through a consultative, relationship-based sales approach. Sales are driven by seven outside field sales staff and two inside sales assistants, all ServSafe certified, earning commissions on equipment sales facilitated through their representation.
Is Pace Reps a public or private company?
Pace Reps is a private company. It is classified as family owned and is currently operating.
When was Pace Reps founded?
Pace Reps was founded in 1982. It employs 1 to 10 people.
Where is Pace Reps based?
Pace Reps is headquartered in Fairburn, United States, in the North America region.
How does Pace Reps make money?
One revenue line is on record: manufacturer's Representative Commission.
Who are Pace Reps's main competitors?
Direct peers on record are Central Restaurant Products, The Boelter Companies, Katom Restaurant Supply, Tundra Restaurant Supply and Marketing Agents Group. Broad incumbents are Edward Don & Company and Webstaurant Store. MAFSI (Manufacturers' Agents Association for the Foodservice Industry) is listed as an others.
Does Pace Reps have an API?
No public API is recorded for Pace Reps.
What industry is Pace Reps in?
Pace Reps's product category is Foodservice Equipment Sales Representation. Its primary akta.pro industry code is AFAIAAAB, Regional/Local Broadline Foodservice Distributors. Its SIC code is 3560.