The Schmid-Wilson Group
The Schmid-Wilson Group is a B2B foodservice equipment representative agency covering Maryland, Washington DC, and Virginia. Founded in 2000, the firm represents 55+ manufacturer brands and serves restaurants, hospitality, education, and healthcare customers through dealers and direct specification sales.
- Company typePrivate
- Founded2000
- HeadquartersWindsor Mill, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What The Schmid-Wilson Group does
The Schmid-Wilson Group (SWG) is a privately held foodservice equipment representative agency founded in 2000 through the merger of Peter J. Wilson & Associates and Schmid Atlantic Marketing. Headquartered in Windsor Mill, Maryland, the firm is co-owned by Rob Schmid (President) and Pete Wilson (Vice President) and operates with approximately 11 employees across multiple regional offices spanning Maryland, Washington DC, and Virginia. SWG represents more than 55 manufacturer brands in the commercial kitchen equipment category, selling and specifying products into restaurants, hospitality operators, K-12 and higher education institutions, healthcare facilities, and contract foodservice accounts.
SWG's core offering is outsourced sales representation: the firm acts as the local market-facing sales arm for its manufacturer principals, working with equipment dealers, foodservice consultants, architects, and end users to specify and place commercial cooking, refrigeration, ventilation, warewashing, and food preparation equipment. The firm operates the SWG Kitchen demonstration facility to host hands-on equipment showcases, dealer training, and culinary events, and it has deepened relationships with principal Middleby through training at the Middleby Innovation Kitchen in Dallas. SWG also maintains formal service partnerships with EMR, Quick Servant, and TECH 24, extending its role from specification into installation, warranty, and post-sale service coordination.
The business model is commission-based: SWG earns a percentage of equipment sales booked by its principals in the territory, with the rate and split structure determined by each manufacturer agreement. Revenue mechanics are project-driven and tied to regional construction, renovation, and replacement cycles, with go-to-market executed through both dealer channels and direct specification sales to consultants and end users. Strategic partnerships with Sodexo and Middleby, combined with the 55+ brand portfolio, position SWG as a top-performing regional rep platform focused on deepening, rather than broadening, its Mid-Atlantic footprint.
The Schmid-Wilson Group firmographics
Firmographics- Name
- The Schmid-Wilson Group
- Legal name
- The Schmid-Wilson Group
- Website
- https://theswg.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Schmid-Wilson Group is a B2B foodservice equipment representative agency covering Maryland, Washington DC, and Virginia. Founded in 2000, the firm represents 55+ manufacturer brands and serves restaurants, hospitality, education, and healthcare customers through dealers and direct specification sales.
- Ownership category
- akta.pro rank
The Schmid-Wilson Group industry classification
Industry- Product category
- Commercial Foodservice Equipment Representation
- NAICS
- Commercial and Service Industry Machinery Manufacturing (333310)
- SIC
- Refrigeration & Service Industry Machinery (3580)
- akta.pro primary industry
- Restaurant & Commercial Kitchen Equipment Wholesale (AFAIALAB)
- akta.pro secondary industry
- Commercial Cooking Equipment & Parts Wholesale (AFAIALAJ)
Keywords
Where The Schmid-Wilson Group is headquartered
LocationHeadquarters
- HQ city
- Windsor Mill
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
The Schmid-Wilson Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Equipment Sales Commission: As a representative agency, SWG earns commissions from equipment manufacturers for sales of foodservice equipment to dealers, consultants, and end-users in the Maryland, Virginia, and DC region. The company does not sell directly to end customers but facilitates sales through dealer partners and specification channels.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
The Schmid-Wilson Group product offering
Product offeringCore offering
The Schmid-Wilson Group operates as a manufacturer's representative agency for over 55 commercial foodservice equipment brands across the Maryland, DC, and Virginia region. The company sells and supports commercial kitchen equipment through dealer partners, kitchen design consultants, and direct end-user engagement. It complements equipment representation with hands-on kitchen demonstrations at its SWG Kitchen culinary center in Windsor Mill, MD, on-site facility evaluations, and warranty service coordination through authorized service agencies.
Product overview
The Schmid-Wilson Group is a foodservice equipment representative agency serving Maryland, DC, and Virginia. The company operates as a representative for over 60 equipment manufacturers, offering a comprehensive portfolio of commercial foodservice equipment including cooking (ovens, ranges, fryers, grills, char ovens), refrigeration (walk-ins, reach-ins, ice machines), holding and warming equipment, beverage systems (espresso machines, coffee brewers, dispensers), and specialty equipment. The product portfolio spans brands such as Anets, APW Wyott, Bakers Pride, Blodgett, Carter-Hoffmann, EVO, Follett, Josper, Marvel, Metro, Pitco, Southbend, Synesso, Turbo Chef, U-Line, and Wunderbar. Services complement the equipment sales through a demo kitchen facility at 2545 Lord Baltimore Drive in Windsor Mill, MD, where customers can test equipment hands-on; on-site kitchen consultation and site evaluation services; equipment service coordination through authorized service agencies (EMR, Quick Servant, TECH 24); and order tracking capabilities. The company was formed in 2000 through the merger of Peter J. Wilson & Associates and Schmid Atlantic Marketing, and serves markets including restaurants, hospitality, schools and universities, healthcare, grocery, retail chains, and designers/consultants.
Differentiator
Problem solved
Functional benefit
Products and services
- Foodservice Equipment Manufacturer Representation
- SWG Kitchen Demo Services
- On-Site Kitchen Consultation
- Equipment Service Coordination
- Order Tracking
Companies that use The Schmid-Wilson Group
Customer profileNamed customers6 records
Segments8 records
Ideal customer profiles3 records
The Schmid-Wilson Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Schmid-Wilson Group partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered supporting, core and strategic.
- EMR (Equipment Maintenance & Repair)supportingAuthorized service agency for warranty service on equipment. EMR handles equipment repair and maintenance services for customers who purchase equipment through SWG's manufacturer partners.
- Quick ServantsupportingAuthorized service agency for warranty service on commercial restaurant equipment. Quick Servant provides repair and maintenance services for foodservice equipment.
- TECH 24supportingAuthorized service agency providing commercial equipment repair and maintenance services. TECH 24 offers service support for warranty claims and ongoing equipment maintenance.
- AnetscoreEquipment manufacturer represented by SWG in MD, DC, and VA region. Anets produces commercial cooking equipment including fryers and cooking solutions.
- APW WyottcoreEquipment manufacturer represented by SWG. APW Wyott produces warming equipment, heated display cases, and food service equipment.
- Bakers PridecoreEquipment manufacturer represented by SWG. Bakers Pride produces commercial ovens and baking equipment.
- BlodgettcoreEquipment manufacturer represented by SWG. Blodgett specializes in commercial ovens including convection ovens and deck ovens.
- Turbo ChefcoreEquipment manufacturer represented by SWG. Turbo Chef produces high-speed conveyor ovens used in quick-service and hospitality applications.
- Star ManufacturingcoreEquipment manufacturer represented by SWG. Star Manufacturing produces commercial cooking and warming equipment.
- ImperialcoreEquipment manufacturer represented by SWG. Imperial produces commercial ranges, fryers, and cooking equipment.
- FollettcoreEquipment manufacturer represented by SWG. Follett specializes in ice equipment and ice dispensers.
- Low Temp Technologies (LTI)coreEquipment manufacturer represented by SWG. LTI produces low-temperature cooking and holding equipment.
- Carter-HoffmanncoreEquipment manufacturer represented by SWG. Carter-Hoffmann produces warming equipment, heated holding cabinets, and transport equipment.
- SodexostrategicMajor foodservice management company. Sodexo Senior Manager Culinary Innovation Rajiv Jaggi cited SWG as a long-standing partner for their team.
- MiddlebycoreEquipment manufacturer represented by SWG. Middleby is a major foodservice equipment company. SWG provides training at the Middleby Innovation Center.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
The Schmid-Wilson Group competitors and assessment
Company assessmentBroad incumbents
- Wasserstrom Company: Long-standing foodservice equipment and supplies distributor serving restaurants, hospitality, and institutional customers with broader inventory, distribution, and design services than a rep-only agency.
- Edward Don & Company: One of the largest US foodservice equipment, supplies, and tabletop distributors with nationwide distribution, deep dealer relationships, and broader portfolio reach than regional rep agencies like SWG.
- Hubert Company: National foodservice supplies and equipment retailer/distributor serving operators and consultants with a broader catalog and direct fulfillment model than regional rep agencies.
- TriMark Corporation: Large national foodservice equipment and supplies distributor with design, distribution, and installation capabilities that competes for the same dealer and end-user specifications as SWG in adjacent regions.
- Singer Equipment Company: Established Mid-Atlantic foodservice equipment distributor and dealer offering a broader portfolio of brands, equipment, and supplies across multiple states with deeper inventory and logistics capabilities than a pure rep firm.
Direct peers
- Boelter Companies: Midwest-based foodservice equipment representative and distributor covering multiple states with a similar commission-driven model representing major OEM brands to dealers, consultants, and end-users.
- Coker Group: Regional foodservice equipment representative agency serving dealers and operators with specification support and equipment sales across multiple manufacturer lines, structurally similar to SWG's rep model.
- Preferred Marketing Group: Regional foodservice equipment rep group representing cooking, refrigeration, and holding equipment manufacturers through outside sales coverage, dealer relationships, and specification support.
- Tom Sapp & Associates: Foodservice equipment manufacturer's representative agency covering a defined regional territory, providing specification support, demonstrations, and dealer relationships on behalf of OEM manufacturers.
- The Sales Group: Regional foodservice equipment manufacturer's rep agency providing outside sales, specification support, and dealer relationships on behalf of OEM manufacturers, structurally comparable to SWG.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
The Schmid-Wilson Group social profiles
Digital presenceThe Schmid-Wilson Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Schmid-Wilson Group leadership team
Management profileNumber of profiles
Profiles11 records
The Schmid-Wilson Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Schmid-Wilson Group 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 The Schmid-Wilson Group
What does The Schmid-Wilson Group do?
The Schmid-Wilson Group operates as a manufacturer's representative agency for over 55 commercial foodservice equipment brands across the Maryland, DC, and Virginia region. The company sells and supports commercial kitchen equipment through dealer partners, kitchen design consultants, and direct end-user engagement. It complements equipment representation with hands-on kitchen demonstrations at its SWG Kitchen culinary center in Windsor Mill, MD, on-site facility evaluations, and warranty service coordination through authorized service agencies.
Is The Schmid-Wilson Group a public or private company?
The Schmid-Wilson Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Schmid-Wilson Group founded?
The Schmid-Wilson Group was founded in 2000. It employs 1 to 10 people.
Where is The Schmid-Wilson Group based?
The Schmid-Wilson Group is headquartered in Windsor Mill, United States, in the North America region.
How does The Schmid-Wilson Group make money?
One revenue line is on record: equipment Sales Commission.
Who are The Schmid-Wilson Group's main competitors?
Broad incumbents on record are Wasserstrom Company, Edward Don & Company, Hubert Company, TriMark Corporation and Singer Equipment Company. Direct peers are Boelter Companies, Coker Group, Preferred Marketing Group, Tom Sapp & Associates and The Sales Group.
Does The Schmid-Wilson Group have an API?
No public API is recorded for The Schmid-Wilson Group.
What industry is The Schmid-Wilson Group in?
The Schmid-Wilson Group's product category is Commercial Foodservice Equipment Representation. Its primary akta.pro industry code is AFAIALAB, Restaurant & Commercial Kitchen Equipment Wholesale, with a secondary code of AFAIALAJ, Commercial Cooking Equipment & Parts Wholesale. Its NAICS code is 333310 and its SIC code is 3580.