Midwich Group, a global network of technology distributors, last week announced a significant evolution of its North American leadership team, naming Ghyslain Berger as CEO for North America. Commercial Integrator broke the news exclusively.
This strategic realignment of Midwich’s North American operations aims to enhance coordination and leverage the combined strengths of its U.S. and Canadian operations, Midwich US and SFM, while preserving the operational independence that has been critical to their individual success.
Most importantly for Commercial Integrator readers and channel stakeholders, this move signals a deepened investment in the North American market, a region that Midwich views as a key vector for future growth.
The announcement comes as Bobby Swartz, after a distinguished tenure within the organization, steps down from his role as CEO of Midwich US. The transition is marked by mutual support and a shared vision for the future, reflecting the close-knit nature of the AV industry.
The newly formed North American executive team, led by Berger, is composed of a balanced mix of seasoned leaders from both sides of the border and new talent from outside the organization. The team includes Tyler Brebberman as chief vendor officer, bringing over a decade of experience within the Midwich group; Monique Rezaei as chief revenue officer, a recognized industry rock star with extensive experience at Poly and Microsoft; and Chantal Baraniuk Morin in the dual role of COO and CFO, building on her transformational work at SFM for the last six years.
Moreover, the new structure of the North American executive team is designed to foster collaboration and facilitate sharing best practices, ensuring that both vendors and customers benefit from a unified yet locally sensitive approach.
Ghyslain Berger on New Structure at Midwich
During an exclusive interview with Commercial Integrator, Ghyslain Berger detailed the philosophy behind the new structure. “Our North American operations have grown significantly in these past few years, and there’s definitely tremendous value in having a coordinated regional leadership that can allow us to coordinate that strategy,” Berger explains. He emphasized that the goal is not homogenization but rather leveraging the unique strengths of each entity. “That’s really an important part of what I want to convey today is that, despite the fact that there is now this regional leadership, there still is a local management team that will keep on doing what they’ve done so well for the past few years.” This aligns with Midwich’s core motto — “global network, local experts” — and an unshakeable commitment that the nuances of each market will continue to be respected.
Outgoing CEO Swartz expressed his excitement about and confidence in the new direction of Midwich’s North American operations. “I’ve spent 17 years here with Midwich Group, and we leave on the best of terms,” Swartz shares. “Honestly, seeing what we’ve built, but then seeing where we’re going, makes me really excited because we’re going to be partners for a long time.” He praised the company’s proactive strategy, noting that while others might act defensively in uncertain economic times, Midwich is making bold moves to better serve its partners. “Most people act out of fear in times [of economic uncertainty], but being bold to serve the customers is important. And that’s exactly what I see here: [meeting the] challenge in rising up to that. I’m so proud of that.”
Midwich Reaffirms Commitment to People
As the AV industry navigates rapid technological advancements and evolving market dynamics, this new structure positions Midwich to stay ahead of trends. Berger reaffirmed the company’s commitment to its people and to expanding its value-added Plus+ services. “For us, it’s really about staying ahead of these trends by investing in our people,” he states. “Because people are really at the core of it. If you don’t have the right people, you just can’t win.” The focus remains squarely on delivering exceptional value and support to customers and vendors, moving beyond the traditional “box mover” role to become a more integrated and indispensable partner.
Berger concluded by emphasizing a strategy rooted in consistent execution rather than a some imagined “magic bullet” to cure all ills. “I don’t believe in those magic bullets,” he declares. “I think it’s about just delivering the constant approach and making sure that, again, everybody understands that they’re critical, and it’s always about delivering that value to both our customers and our vendors.”
Final Thoughts
Finally, Berger expressed his gratitude to the Midwich Group team for their trust and support through the restructuring. “They’ve placed a lot of trust in me, and I think we’ve got exceptional teams on both sides of the border, [and] the head office in the UK and Europe,” he proclaims. “I think that this structure really positions us well in a way that we’re going to be able to really deliver on this value.”
Indeed, this thoughtful, customer-centric strategy is poised to guide Midwich’s North American operations toward sustained growth and a strengthened market position throughout the coming years.
