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Bringing together senior sales and marketing executives in the home improvement manufacturing industry since 1971.

What is HMC?

The Hardware Marketing Council (HMC) was organized in 1971 by a handful of individuals representing leading manufacturers who were fulfilling the product requirements of home improvement retailers. The organization’s “founding fathers” included senior sales and marketing executives from leading name brand companies.

Today, the organization gathers twice a year to hear industry leaders speak on relevant topics so members keep pace with the rapidly changing trends within the industry. Some of the past speakers include:

  • Darrin Clark, VP of Pro Services, Lowe’s
  • Mark Veeder, VP Online Merchandising, The Home Depot
  • Steve Barbarick, President and CMO, Tractor Supply Company
  • John Hartmann, President and CEO, True Value
  • Mark Herbek, Executive Director and Partner, Cleveland Research
  • Dan Tratensek, Executive VP and Publisher, North American Retail Hardware Association
  • John Surane, VP of Merchandising, Marketing and Sales, Ace Hardware
  • Steve Markley, VP of Merchandising, Do it Best


HMC hosts two annual events giving members insights from notable industry figures, motivational speakers and industry experts on a wide range of topics including management skills, line reviews, team building, leadership and trends affecting the industry.


With more than 100 companies represented, HMC provides members multiple opportunities to connect, share ideas and learn practices at its two annual events, which include cocktail receptions, dinners, golf outings and more.


HMC members are able to build a large network of peers to connect with throughout the year. HMC represents the home improvement industry and its goal is to provide members an outlet to learn from each other and ensure a strong future for the industry.

Who belongs to HMC?

HMC members represent more than 100 companies including large and small manufacturing brands in the home improvement industry. Many of its founding companies are still active today.


HMC is made up of senior sales and marketing executives representing leading manufacturers that serve the material and equipment needs of the home improvement industry. Membership is granted exclusively to individuals who meet the criteria for membership including the individual’s company responsibilities, personal stature within the industry and ability to contribute to group discussion. New members are sponsored by existing members and are accepted into membership by a vote. HMC also employs and supports anti-trust protocol and have counsel in attendance to ensure we protect our members accordingly.

Membership benefits include:

  • an invitation to two annual meetings with an excellent line-up of industry experts and speakers and endless networking opportunities
  • follow leading indicators in the industry
  • identify and quantify customer base
  • monitor distribution trends in the industry
  • analysis of new distribution trends
  • access to a robust member directory of leading manufacturers

Why am I a member?

Hear from a few current members about how HMC has been beneficial for them in their businesses and professional careers.

“HMC has exposed me to on-trend industry information from top retail executives and experts on the state-of-the retail environment. All of the information is relevant and helpful for me and my company to grow our business.”

-Wendy Sender,
Director of Sales, Blue Rhino

“A true bond is formed with this trusted network of industry leaders, many of whom are also willing to support and share their wisdom outside of the meetings. This opportunity wouldn’t be available to many small companies if they hadn’t invested the time to participate. ”

-Dee Willoughby,
President, Fulton Corporation

“Members consist of an exclusive group of industry leaders with the opportunity to network in a small and intimate setting. This is our industry’s best option for networking with fellow vendors and our largest customer’s leaders.”

-Bill Lown, VP Retail Division & Business Development, The Stow Company

Annual Meetings

HMC hosts two annual meetings in the Spring and Winter to bring members together to connect, share ideas and gain insights from industry veterans and experts.

December 3-5, 2019
Winter 2019 Meeting

Saddlebrook Resort
Wesley Chapel, Florida

May 28-30, 2019
Spring 2019 Meeting

Washington Duke Inn & Golf Club
Durham, NC

Upcoming Meeting: November 27-29, 2018

Winter 2018 Meeting

Saddlebrook Resort
Wesley Chapel, FL

Registration Information

The HMC annual meeting is your chance to connect with other sales and marketing professionals, share your ideas and learn about the trends influencing our industry. Now is the time to register for the Winter 2018 Meeting and reserve your room at the Saddlebrook Resort!

Winter 2018 Speakers

Information coming soon!

Winter 2018 Meeting Schedule

*Dress Code: Business casual for all meeting functions (no shirts & no jeans), casual for golf.

Tuesday, November 27

Board Meeting
4:00pm – 6:15pm
Presenter: Board Members

Welcome Reception with Heavy Hors d’oeuvre and Crab Races
6:30pm – 8:00pm

After Hours Networking

Wednesday, November 28

6:30am – 7:45am

HMC Business Meeting
7:45am – 8:15am
Presenter: Mike Mahoney

True Value Moving Forward
8:15am – 9:15am
Presenter: Tim Mills, Senior VP of Growth, True Value Company

9:15am – 9:30am

The ALLPRO Story
9:30am – 10:30am
Presenter: Mike Beaudoin, Executive VP, ALLPRO Corp.

CNRG Growth
10:30am – 11:30am
Presenter: Boyden Moore, President, Tyndale Advisors, LLC

Golf Scramble
11:45am – 5:00pm
Location: Saddlebrook Golf Club

Cocktails and Dinner
6:30pm – 8:30pm

New Member Initiation
8:30pm – 8:45pm
Presenter: Jon Easter

After Hours Networking


Thursday, November 29

6:30am – 7:30am

The State of the Independent Hardware Retailer
7:30am – 8:00am
Presenter: Dan Tratensek, Executive VP/Publisher, NRHA

8:00am – 8:10am

How Proactive Price Management Can Lead to Margin Improvement in Challenging Cost Environments
8:10am – 9:10pm
Steven Kerscher, Chief Strategy Officer, INSIGHT2PROFIT

9:10am – 9:20pm

What Do You Need to Know About the Home Improvement Industry Entering 2019?
9:20am – 10:20am
Presenter: Mark Herbek, Executive Director/Partner, Cleveland Research Company

10:20am – 10:30am
Presenter: Mike Mahoney

Meeting Adjourned

Saddlebrook Resort

5700 Saddlebrook Way
Wesley Chapel, FL 33543

Note… please click here to book your room with the hotel.

Past Meeting: May 29-31, 2018

Spring 2018 Meeting

Washington Duke Inn & Golf Club
Durham, NC

Meeting Highlights

  • Five new Board of Directors were elected for two year terms: Craig Baker (second term), Gerry Cooper, Scott Murray, Scott Orr and Corey Talbot.
  • A special thanks to the outgoing Board of Directors who are: Alan Crupper, Stephan Moyon, Rob Scoble and John Szlag.
  • The officers elected for the following year are: Mike Mahoney-President, Jon Easter-Vice President, Wendy Sender-Secretary and Dave Lewis-Treasurer.
  • The meeting started Tuesday evening with a welcome reception.  Dr. Randall Parker, a long time friend and speaker at the HMC Spring Meetings was able to join us for the evening.  Dr. Parker is suffering from stage 4 pancreatic cancer and was unable to speak to the group at this meeting.  We also had a putting contest that was won by Jon Easter and Jeff Given.
  • The highlights of the business meeting were: Treasurer, Wendy Sender-expressed the strong financial condition of the Council, Vice President, Mike Mahoney- discussed the need for additional members and requested that all members discuss the merits of HMC membership with their industry friends and acquaintances, and Secretary, Jon Easter- showed the attendees the new HMC logo, discussed a Council name change (which will be voted on by the membership in upcoming weeks) and an all new web site.
  • On Wednesday evening four new members were introduced to the group: Oliver Bahr, Justin Carlson, Cynda Westby and Susan Wytrych.


Speaker Highlights

MARK SPANSWICK- President and General Manager of Emery-Jensen Distribution started the meeting on Wednesday morning with an in-depth overview of the road ahead and why manufacturers will want to do business with them in the future.
MARK HERBEK- Executive Director/Partner of Cleveland Research Company gave his macro economic thoughts and growth outlook for the next three to five years.  He also discussed the dramatic increase in freight costs and how it is affecting prices.
OWEN CARR- Vice President-Merchandising of CPO Commerce discussed how their business takes products to market and how they differ from Amazon and Google.  CPO is the #1 retailer of distressed tools.
TIM MILLER-President & CEO of VELUX America, Inc. gave an outstanding presentation on the company mission, how skylights improve lifestyles and the use of social media to enhance the end users to buy VELUX products.
CHRISTINE MOORMAN- Professor, Duke Fuqua School of Business discussed the six principals of generating valuable customer insights, what categories should be included in marketing budgets and the average percentages for each category.