Andrew Windsor, senior vice president of sales with Watts Water Technologies, was honored with the 2024 AIMR Golden Eagle Award today during the association’s 52nd Annual Conference in Nashville, Tennessee.

One of the founding members of AIM/R, Chuck Michel had a career spanning four decades in the manufacturers’ representative business. He began working at MSA in 1945 after returning from World War II. As his son, Kelly Michel, recalls, “He was like a lot of returning servicemen — ready to work and start a family.”

That readiness led to a long career and a vision that launched AIM/R with several of his colleagues. He served as the third president in AIM/R’s history. 

Kelly shared the thought process behind AIM/R’s founding, “In the ‘50s and ‘60s, many rep firms were treated as a cost of sales and nothing more. There was limited respect from some manufacturers, and wholesalers were treated as the “go-to” with manufacturers. AIM/R was formed from the AIM Manufacturers Association, which folded. The rep component, AIM/R, was cast off and went on its own.

At national conventions, reps’ name badges said “Guest.” It really burned Chuck that reps were not valued as a necessary part of the sales process. A group of reps from all parts of the USA decided that to earn that respect and ensure their future, AIM/R would have to be the home to sharing best practices and learning from their peers.”

Chuck passed on many lessons to his family and colleagues within MSA, as Kelly recalls.” A key lesson he imparted to his team: Treat everyone in the business with respect and courtesy — especially competitors — because you’ll never know when that will come full circle to help you.”

Chuck had a visionary mindset that became part of the MSA culture. “In the ‘60s, people were remodeling and adding on to their homes. It was clear to Chuck what products were needed, and he helped put our manufacturers and Michel Sales in the hardware chain plumbing merchandising business,” said Kelly.

Chuck leveraged his involvement in AIM/R to continue growing as a business owner. Kelly shared, “The longer AIM/R was around, the better Chuck became as an owner. He learned the “Golden Triangle.” You must have good, legal, banking and accounting for your business to be successful. If one leg is not strong, your business has a great chance of failing. Many operational tools shared by other reps were implemented at MSA, which fostered our continued growth.”