As the Commercial Integrator #AVLivingLegends series roll on, we celebrate Bill Reimer, vice president of sales, Midwich US as our 80th inductee!
Reimer, who began his career in residential AV, transitioned to commercial AV with a role at Starin (now Midwich). Since then, Reimer has built a stellar reputation and has led the sales department to immense success.
Without a doubt, Reimer is deserving of the title of “AV Living Legend.” In his interview, Reimer explores his AV journey, along with underscoring the importance of family and need for integrity in an ever-changing industry.
Read on to learn more about Bill Reimer, our latest inductee in the #AVLivingLegends series! You can also check out our hub page for past honorees.
Interview With Bill Reimer
Commercial Integrator: What motivated you to join the commercial AV industry?
Bill Reimer: My career in AV began in the residential market, where I worked closely with a trusted colleague and friend, Mitch Rauch. As our careers progressed across different organizations, our professional paths stayed aligned and our friendship continued. When I later moved into commercial AV, Mitch was the one who introduced me to Starin — now part of Midwich — where I continue to build my career today. His mentorship and steady support played a defining role in shaping my professional journey.
CI: What has kept you motivated and engaged in the decades that followed?
Reimer: Our industry is driven by constant technological evolution, and that pace of change is what continues to energize my work. I am consistently focused on understanding why certain solutions address a challenge more effectively than others. Integration, at its core, is about uniting multiple devices to deliver a seamless, reliable outcome — and that complexity is what keeps me deeply engaged. Even in my current role in distribution, I remain hands-on in the lab, evaluating equipment and building systems to ensure the technologies we support perform to the highest standards.
CI: Reflect on your role as both a mentee early in your career and as a mentor later in your career. Who helped shape the trajectory of your professional life? How have you tried to help shape others’ careers?
Reimer: At the start of my journey, I was fortunate to cross paths with people who lit the way forward. John Moore taught me the power of having a clear plan, while Petro Shimonishi showed me what it means to pour genuine care into my work and into the people I serve. Their guidance shaped not only my career, but the values I carry with me every day.
Now, one of the greatest joys of my career is helping others find their place in this industry. I encourage every new professional to look ahead — tomorrow, one year from now and five years into the future. Envision who you want to become at each stage, and make choices that move you confidently in that direction. Five years arrives faster than you think, and having a vision for your future is one of the most powerful tools you can carry.
CI: What’s the most memorable story/anecdote of your career in commercial AV?
Reimer: After decades in the industry, one of my most meaningful experiences occurred at InfoComm 2023, when my son Josh — home from college for the summer — worked alongside me in our booth. Watching him engage with industry colleagues was truly exceptional. Two years later, having my wife and my other son, Zach, join me at the Midwich event was equally rewarding.
My career has been an extraordinary journey, but my family remains my highest priority. Seeing the two intersect in such memorable ways has been a highlight of my professional life.
CI: What has been your greatest professional accomplishment to date?
Reimer: My greatest professional accomplishment has been helping lead the remarkable growth we’ve achieved at Midwich. I rebuilt the sales department into what I consider the strongest sales organization in the industry. About five years ago, I began partnering closely with Tyler Brebberman — he led business management while I led sales — and that collaboration became a major catalyst for our success. Since then, we’ve tripled the business and expanded both departments. We’ve accomplished all of this while genuinely enjoying the journey, and I’m incredibly proud of what we’ve built together along with so many others here at Midwich.
CI: What has been your biggest professional regret to date?
Reimer: My biggest regret is not following my own advice: never scale a company too quickly. My integration business grew faster than I could effectively manage, ultimately creating challenges that became nearly impossible to resolve.
CI: What’s the best advice or pearl of wisdom you either received during your career or came to realize on your own?
Reimer: Our industry is highly interconnected, and career moves are common. The one constant on your business card is your own name — so uphold your integrity in every decision.
Would you like to nominate a peer or colleague — or perhaps yourself — to be part of this #AVLivingLegends series? If so, just email Dan Ferrisi!
