AWA Reps
AWA Reps is a Midwest-based manufacturer's representative firm representing 30+ vendor brands across security, AV, outdoor living, and contract hardware channels, providing sales support, training, and system design to distributors and dealers across approximately 16 states.
- Company typePrivate
- Founded2009
- HeadquartersElmhurst, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What AWA Reps does
AWA Reps is a professional manufacturer's representative firm founded in 2009 by Austin Wendt and headquartered in Elmhurst, Illinois. The firm represents over 30 vendor brands across four channel verticals: Security Distribution, AV Distribution, CEDIA/Custom Installation Direct Channel, and Door & Hardware. Its vendor portfolio spans security and access control (RBH Access, Alarm Lock, Takex, Select Engineered Systems), residential and commercial AV (Premium Audio Company, RTI, AVPro Edge, AudioControl, Loewe, Crimson AV), outdoor living (Infratech, Napoleon, Struxure, Coastal Source), and contract hardware (Fortis Doors, Marks USA, Camden Door Controls). The company also offers adjacent service tools, including a CCTV Configurator Quote tool and an RTI Single Room Template Design service, though these are complementary rather than core to the business.
The firm's service model is relationship-driven channel sales support rather than product development. AWA provides product recommendations, training (sales, installation, end user), site surveys, live product demonstrations, and complete system designs to bridge manufacturers with distributors, dealers, and end users across the Midwest. Its go-to-market relies on a small team of approximately 10 account managers, field managers, and market managers covering territories across roughly 16-17 states (Illinois, Indiana, Iowa, Kansas, Kentucky, Michigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, Pennsylvania, South Dakota, West Virginia, Wisconsin, and additional states per vendor mandates). Revenue is generated through sales commissions earned on manufacturer-represented sales moving through distribution and dealer channels; pricing is quote-based and not publicly disclosed. The firm operates two physical showrooms — Chicago (opened 2020) and Indianapolis (opened 2024) — for training and demonstration purposes.
AWA is privately held and founder-owned, with no external institutional investment or parent company disclosed. By 2025 the firm had achieved 16 consecutive years of year-over-year growth, expanded vendor lines and territory, opened a second showroom, and added Jon Zabel as Director of Operations & Vendor Relationships to support ongoing expansion. Leadership consists of founder/Principal Austin Wendt, Managing Partner (AV Division) Andy Spolar (joined 2019), and a team of account, field, and market managers assigned to specific state territories.
AWA Reps firmographics
Firmographics- Name
- AWA Reps
- Legal name
- AWA Reps
- Website
- https://awareps.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AWA Reps is a Midwest-based manufacturer's representative firm representing 30+ vendor brands across security, AV, outdoor living, and contract hardware channels, providing sales support, training, and system design to distributors and dealers across approximately 16 states.
- Ownership category
- akta.pro rank
AWA Reps industry classification
Industry- Product category
- Manufacturer Representation Services
- akta.pro primary industry
- AV/Collaboration & Unified Communications Support (VoIP, Video, UCaaS) (BPAAACAJ)
Keywords
Where AWA Reps is headquartered
LocationHeadquarters
- HQ city
- Elmhurst
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
AWA Reps business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Manufacturer's Representative Commission: As a manufacturer's rep firm, AWA Reps earns commissions by representing manufacturers and driving sales through distribution and dealer channels. They connect manufacturers with distributors, dealers, and end users across security, AV, and outdoor living categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based services for CCTV Configurator |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
AWA Reps product offering
Product offeringCore offering
AWA Reps is a professional manufacturer's representative firm that connects manufacturers with distributors, dealers, and end users across Security Distribution, AV Distribution, CEDIA Direct Channel, and Door & Hardware channels in the Midwest United States. The firm provides product recommendations, product training (sales, installation, end user), site surveys, live product demonstrations, and complete system designs, representing over 30 vendor brands spanning residential AV, commercial AV, security, contract hardware, and outdoor living categories.
Product overview
AWA Reps is a professional manufacturer's representative firm that does not sell its own product but rather represents a portfolio of vendor partners across Security Distribution, AV Distribution, CEDIA Direct Channel, and Door & Hardware channels. The company provides sales and support services including product recommendations, product training, site surveys, live product demonstrations, and complete system designs. Their vendor partner portfolio includes: Residential Solutions (projectors from Appotronics and ROLY, audio products from Audiocontrol and Premium Audio Company, AV distribution from AVPro Edge and PoeWit, home theater seating from Rowone, screens from Severtson, control systems from RTI, and TVs/displays from Loewe and All Season); Commercial Solutions (outdoor TVs from All Season, surveillance from InVid Tech, audio from Lea, LED lighting from LED Experts Group); Security products (access control from RBH Access, Alarm Lock, Select Engineered Systems, Camden Door Controls, sensors from Takex, door contacts from George Risk Industries); Contract Hardware (doors from Fortis Doors USA, locksets from Marks USA); and Outdoor Living products (heaters from Infratech, Sunglo, Sunpak, HeatMaster, outdoor audio/lighting from Coastal Source, pergolas from Struxure, and grills from Napoleon).
Differentiator
Problem solved
Functional benefit
Products and services
- Manufacturer Representation Services Professional manufacturer's representative services covering Security Distribution, AV Distribution, CEDIA Direct Channel, and Door & Hardware channels, connecting manufacturers with distributors, dealers, and end users across the Midwest U.S.
- Product Recommendations and Product Training Sales, installation, and end-user product training, plus product recommendations for vendor partners, distributors, and dealers.
- Site Surveys and Live Product Demonstrations On-site surveys and live product demonstrations supporting dealers and end users in selecting and specifying represented products.
- Complete System Design Services End-to-end system design services for security, AV, outdoor living, and contract hardware deployments across residential and commercial projects.
- CCTV Configurator (Camera Design Quote) Quote-based online service that allows dealers and integrators to obtain camera system design quotes and configurations.
- RTI Single Room Template Design RTI-based single room control template design service that supports dealers and integrators in delivering smart control and automation solutions.
Companies that use AWA Reps
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
AWA Reps technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AWA Reps partnerships and signals
Strategic signalPartnerships
35 partnerships are on record, tiered core and minor.
- RBH AccesscoreRBH Access provides access control solutions built for dealers. For over 30 years, RBH has delivered access control solutions that security professionals trust with reliable systems, unified hardware, and scalable platforms. AWA Reps represents RBH across 17 states in the Midwest.
- ROLYcoreROLY is a high-tech brand focused on design, manufacturing, and distribution of advanced projection display solutions. Founded in 1997, ROLY brings over 30 years of comprehensive experience in audiovisual product sales and representation, creating high-performance, cost-effective laser projection technologies.
- HeatMasterminorHeatMaster provides vent-free gas logs combining luxury, efficiency, warmth and comfort with distinctive design elements. The efficient burner design prevents heat loss and cold air drafts.
- Sunglo HeatersminorSunglo Heaters - The original Sun Glo patio heater was designed in 1961 by Mr. Edwin J. Cowan. A pioneer in circular radiant heater concept for country clubs, hotels and restaurants.
- Sunpak HeatersminorSunpak heaters are engineered to efficiently provide comforting infrared heat in outdoor environments. Used across the United States and Canada for over 30 years as efficient, reliable workhorses.
- LoewecoreLoewe offers the LOEWE Stellar TV with impressive 4K resolution and HDR 10+ technology, delivering razor-sharp images and vibrant colors for home cinema experiences.
- Appotronics ProjectorscoreAppotronics is the industry standard for highest quality laser display technology. Has formed technical systems which are bases for projection techniques and continues to innovate in laser projectors, optics, mechanical engineering, and precision manufacturing.
- Fortis Doors USAminorFortis Doors manufactures fire doors and steel frames for healthcare, institutional, commercial, residential, and industrial buildings. Supplies complete line of high-quality standard and custom metal doors and frames.
- StruxurecoreStruxure is the leader in luxury louvered pergolas and cabanas, designed to blur the lines between indoors and out with unmatched technology, style, and performance. Each system is crafted to enhance outdoor living for homes and businesses.
- NapoleoncoreNapoleon redefines outdoor living with products including fire pits, heaters, outdoor fireplaces and built-in grills. Products bring warmth, flavor, and life to backyard destinations with superior materials and modern design.
- Infratech HeaterscoreInfratech brings indoor comfort to outdoor living. The company offers heaters designed to extend outdoor living comfort throughout the year.
- Coastal SourcecoreCoastal Source offers a complete Defy the Elements solution to outdoor lighting and audio needs. With over 60 years of hands-on industry experience, they provide systematic outdoor lighting solutions from transformer to light bulb.
- Select Engineered SystemscoreSelect Engineered Systems has over 40 years of established leadership in Access Control, Telephone Entry, Intrusion Detection and Priority Communications industries. Dedicated to R&D of innovative, high-quality products.
- Marks USAminorMARKS USA is a leading proponent of Value Engineered solutions on high-end projects, offering tremendous savings on locksets during bidding and order placement.
- RTIcoreRTI provides smart control and automation solutions for residential and commercial settings. Their home automation anticipates needs and controls heating, lighting, hot tubs, sprinklers and more.
- LED Experts GroupcoreLED Experts Group is an extension of Crimson AV with a mission of end-user satisfaction guided by a professional integrator. Their proprietary vetted partner approach balances products, performance, serviceability and price.
- SoundVision TechnologiescoreSoundVision Technologies provides Home Theater and Home Audio solutions. With past experience owning a nationally recognized home electronics integration company, they designed and installed thousands of home theaters and multi-room audio systems.
- Crimson AVcoreCrimson AV is an industry leader providing complete mounting solutions for the Pro AV market. With more than 20 years of experience, they design, manufacture and sell professional mounting equipment including Kiosks, outdoor displays and AV mounting products.
- Premium Audio CompanycorePremium Audio Company, established in 2020, is the most innovative, complete, and premium audio solutions provider in consumer technology. Comprises three subsidiaries including legendary brands Klipsch, Integra, Onkyo, Elite, and Pioneer.
- TakexcoreTAKEX is a leading Japanese manufacturer of Security Sensors, specializing in Active Infrared Beams for Perimeter Protection, and Outdoor PIR for CCTV activation and Intruder Detection.
- All SeasoncoreAll-Season Ultra Bright Outdoor TVs designed for continuous outdoor use 24/7 in commercial or residential settings. Features 2800 NIT brightness and wide operating temperature range of -13 to +140 degrees F.
- RowOneminorRowOne specializes in home entertainment and home theater seating solutions that create comfortable and enjoyable experiences.
- AudioControlcoreAudioControl is a high-quality audio product manufacturer and designer for car audio systems. Products deliver stunning audio for living rooms and home theaters.
- Camden Door ControlscoreCamden Door Controls provides intuitive, informative, and revolutionary door activation, locking and control solutions for various applications.
- Ethereal ProcoreEthereal Pro is part of Metra Home Theater Group, the leading manufacturer of professional-grade home audio, home video, and home security surveillance solutions.
- InVid TechcoreInVid Tech offers NDAA Compliant Products including IP Surveillance, HD Analog Surveillance, Cloud & Local Storage, Facial Recognition Surveillance, Interactive Collaborative Displays, and Security Solar Lighting.
- Severtson ScreenscoreSevertson Screens is a global leader in projection screen technology, known throughout the world for excellent quality projection screens.
- PoeWitcorePoeWit provides Poe Lighting Solutions and High-Performance Networking using Power over Ethernet. Their goal is to advance building electrical and network infrastructure using PoE technology.
- George Risk IndustriescoreGeorge Risk Industries designs and manufactures magnetic reed switches, keyboards, keypads, pushbutton switches, proximity sensors and engraved keycaps sold through distributors worldwide.
- Alarm LockcoreAlarm Lock Systems is a leader in access and egress solutions for education, healthcare, multi-use commercial, retail, transportation and industry.
- PowershadescorePowershades provides innovative indoor and outdoor motorized roller shades that save energy, money, and time while creating safer, more comfortable areas.
- EvoralightminorEvoralight is a quality-focused premium linear lighting manufacturer with a near-clinical obsession for making highest quality luminaires at competitive prices.
- AVPro EdgecoreAVPro Edge specializes in full-bandwidth audio/video distribution working alongside HDMI, HDBaseT, and HDCP. Develops uniquely engineered solutions for integrators including 18Gbps matrix switchers, extension products, audio down-mixers and scalers.
- LeaminorLea is a professional audio amplifier and technology company for AV integrators/installers, made up of industry veterans with over 200 years of combined pro audio experience.
- Garden Light LEDminorGarden Light LED is committed to providing quality LED lighting fixtures built to last a lifetime with true craftsmanship from engineering to chips.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
AWA Reps competitors and assessment
Company assessmentBroad incumbents
- Wesco / Anixter: Wesco (including the acquired Anixter business) is a major low-voltage and security distributor serving commercial integrators. It is a broad incumbent that competes with AWA's security and contract hardware channels for distributor-level influence and dealer relationships.
- ADI Global Distribution: ADI is the largest North American security and low-voltage distributor, carrying many of the same security and AV brands that AWA Reps represents. It is a channel competitor/incumbent that manufacturers and dealers also rely on for product flow, training, and support across AWA's verticals.
- Control4 (Snap One): Control4 is a leading smart home automation brand sold through certified dealer networks — the same CEDIA/custom integration channel AWA Reps serves. Its direct dealer program and certification requirements compete for the same integrator relationships AWA cultivates.
- Legrand | AV: Legrand's AV division (including Chief, Middle Atlantic, Vaddio, C2G) sells through manufacturer reps and integrators in the same Pro AV channel as AWA Reps. It is a broad incumbent competing for rep and integrator mindshare across the same vendor portfolio categories.
- Crestron Electronics: Crestron is a leading AV/control manufacturer with its own direct rep force and dealer programs. It is a broad incumbent whose go-to-market strategy (direct reps + integrator channel) competes directly with independent rep firms like AWA Reps in the residential and commercial AV channel.
- Snap One: Snap One (formerly SnapAV) is a broad AV manufacturer and distributor serving residential and commercial integrators. It competes for the same dealer/ integrator mindshare and channel shelf space as AWA Reps across residential AV, security, and outdoor categories.
Others
- ProSource: ProSource is a major AV/consumer electronics buying group serving integrators and specialty retailers. It operates as an adjacent channel layer that competes with traditional rep firms for dealer mindshare and vendor program allocation.
- Azione Unlimited: Azione Unlimited is an AV/lighting buying and education group serving integrators across the U.S. Like ProSource, it is an adjacent channel organization whose vendor programs and education offerings overlap with the services AWA provides.
- PowerHouse Alliance: PowerHouse Alliance is a national consortium of independent AV distributors serving custom integrators. It is an adjacent channel participant that competes with rep firms like AWA for influence over how dealers discover, train on, and select products.
Direct peers
- Catalyst AV: Catalyst AV is a network of independent manufacturer's rep firms serving the AV, security, and low-voltage channel across multiple U.S. regions. It is the most structurally comparable peer to AWA Reps — both operate as multi-vendor rep organizations bridging manufacturers, distributors, and dealers/integrators in the same product categories.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
AWA Reps social profiles
Digital presenceAWA Reps financial estimates
Financial estimateRevenue estimate
Valuation estimate
AWA Reps leadership team
Management profileNumber of profiles
Profiles11 records
AWA Reps funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AWA 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 AWA Reps
What does AWA Reps do?
AWA Reps is a professional manufacturer's representative firm that connects manufacturers with distributors, dealers, and end users across Security Distribution, AV Distribution, CEDIA Direct Channel, and Door & Hardware channels in the Midwest United States. The firm provides product recommendations, product training (sales, installation, end user), site surveys, live product demonstrations, and complete system designs, representing over 30 vendor brands spanning residential AV, commercial AV, security, contract hardware, and outdoor living categories.
Is AWA Reps a public or private company?
AWA Reps is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was AWA Reps founded?
AWA Reps was founded in 2009. It employs 1 to 10 people.
Where is AWA Reps based?
AWA Reps is headquartered in Elmhurst, United States, in the North America region.
How does AWA Reps make money?
One revenue line is on record: manufacturer's Representative Commission.
Who are AWA Reps's main competitors?
Broad incumbents on record are Wesco / Anixter, ADI Global Distribution, Control4 (Snap One), Legrand | AV, Crestron Electronics and Snap One. Others are ProSource, Azione Unlimited and PowerHouse Alliance. Catalyst AV is listed as a direct peer.
Does AWA Reps have an API?
No public API is recorded for AWA Reps.
What industry is AWA Reps in?
AWA Reps's product category is Manufacturer Representation Services. Its primary akta.pro industry code is BPAAACAJ, AV/Collaboration & Unified Communications Support (VoIP, Video, UCaaS).