Transforming the PHCP-PVF channel

One of the many new ASA initiatives I am excited about is the work being done within the Embracing the Future Strategic Council.

This important council supports ASA members’ ability to recognize the changes and disruption impacting our channel and provides support to successfully transform ASA-member companies to enable them to succeed in the future.

To say the least, this council has been busy in 2025.

In July ASA officially rolled out its game-changing industry Product Data Standard which provides a uniform format for product data sharing that ensures accurate, consistent product information flows seamlessly between partners.

We know companies in our industry have invested heavily in product data systems, but the lack of a common framework continues to create inefficiencies, errors and costly delays. The benefits of ASA’s Product Data Standard are compelling — greater efficiency, improved accuracy and stronger digital readiness.

I’m happy to report that since its launch, the commitment from leading wholesalers and suppliers to using the Product Data Standard has been strong, marking a pivotal shift from development to adoption.

But the long-term gains will only be realized if adoption is widespread. Our ask is simple: If you are a wholesaler, ask your suppliers to provide PDS-compliant product data. If you are a supplier, begin sharing product information in the new standard format with your distribution partners.

Visit asa.net/Industry-Standards/Product-Data-Standard to review the template and data directory. The success of the PDS depends on collective action. The sooner the standard is adopted, the sooner our entire industry will benefit.

Product data, however, isn’t the only game in town lately. ASA is also taking a leadership position in the industry when it comes to educating member firms and their employees on the topic of cybersecurity.

Those in our industry know cybersecurity isn’t just a problem for big corporations. Every day, small and mid-sized distributors in the PHCP-PVF supply chain are being targeted and the consequences can be severe.

To help members prepare, ASA has launched a new cybersecurity webpage with resources, tools and stories from the field. At the center of this effort is ASA’s newest podcast episode, No Opportunity Too Small: Cybersecurity Lessons from Distribution, available today at ASA.net (hit the News dropdown on the far right and then click Podcasts).

The first episode brings together industry leaders who have faced cyber threats firsthand and taken action to strengthen their defenses. Panelists include Jeremy Fuller (Texas Plumbing Supply), Christopher Schrameck (WinSupply), Travis Slone (NIBCO), and Michael Maloney (Coburn Supply).

Among the lessons shared: nearly half of all breaches target companies with fewer than 1,000 employees, hackers are already using AI-generated voices to trick staff, and even small steps like awareness training can make a big difference.

As one panelist noted: “We used to think hurricanes were our biggest risk. Now we know a cyberattack can shut us down even faster.”

Cybersecurity is no longer just an IT issue — it’s a companywide responsibility. Explore ASA’s new cybersecurity webpage and listen to the latest podcast episode today at ASA.net. A new episode was recently recorded with NETWORK2025 speaker Rachel Wilson (managing director and head of cybersecurity at Morgan Stanley Wealth Management) that is not to be missed.

And what is a conversation about technology without the topic of artificial intelligence being brought up? AI isn’t a future topic anymore, it’s already reshaping how wholesalers, suppliers and reps quote, price and serve customers.

To better understand how ASA members are engaging with this fast-moving technology, the ASA Applied AI Task Group, which sits under the Embracing the Future Council umbrella, conducted its first member survey recently. The results reveal an industry that’s curious, cautiously experimenting and ready for guidance.

A few quick tidbits from that survey: Nearly three in four ASA members say their companies are already experimenting with AI, while 38 percent report they are exploring use cases, while 34 percent are piloting one or more AI tools, and another 19 percent have moved into implementation across parts of their operations. These findings confirm a growing appetite for practical, results-driven innovation among ASA members.

The ASA Applied AI Trask Group was created to make AI accessible and actionable for distributors. Its members are focused on education, change management and real-world business value, not theory.

Those survey findings will help shape ASA’s future content and training opportunities throughout 2026, continuing the association’s effort to help our industry embrace technology responsibly and effectively.

Members who would like to see a full copy of that survey, want to get involved, share AI use cases or learn more about upcoming Embracing the Future-related webinars and resources can contact innovation@asa.net.