ChannelCon 2025 brought the laid-back charm of Nashville to life from July 29–31—but don’t let the easygoing vibe fool you! The networking was electric, and the learning came at lightning speed!
Approximately 1,300 IT service providers (ITSPs), MSPs, vendors, distributors and other members of the tech industry connected and collaborated, attending more than 50 educational and content sessions across ITSP Success, Cybersecurity, Community Insights and Vendor Education tracks.
Three days of powerful connections and fresh insights—there was a lot to take in. Whether you missed ChannelCon 2025 or were there soaking it all up, here are 10 things you may have missed.
GTIA Expands Charitable Giving Program
During a special presentation at ChannelCon, GTIA announced a planned $1.5 million in giving in 2025, awarded $50,000 in funding to Nashville nonprofit Black Lemonade and announced recipients of member-led global giving. “Philanthropic work is woven throughout our organization's history,” said Kelly Ricker, chief operating officer. “GTIA is ensuring the changemakers using technology to drive access, equity and opportunity have the funds they need to be successful. Backed by a healthy endowment, we can sustain and grow this work for years to come — deepening our investments in the communities we serve and expanding the reach of our collective impact.”
GTIA’s expanded portfolio of giving programs includes member-directed giving, a new grants program and investments in host cities where major GTIA events are held.
Matt Lee, Pax8, is GTIA Member of the Year
Matt Lee, senior director of security and compliance at Pax8, averages over 100 flights a year living a life of industry events and ITSP engagement. It's that dedication to cybersecurity training and education and his natural ability to connect with people that make him the GTIA 2024-2025 Member of the Year. The award recognizes a single GTIA member who has demonstrated outstanding service and impact through their commitment, passion, professionalism and leadership. Learn more about Matt Lee and why he does what he does!
New GTIA Research! SMB Technology and Buying Trends 2025
GTIA released new market research and intelligence that reveals how and why small and midsize businesses (SMBs) in the United States are leaning into technology and leveraging the talent of ITSPs to solve for real business outcomes. Unveiled during ChannelCon 2025, GTIA’s annual end-user research double-clicks on three key business and technology trends. These include:
- - An increasing awareness of the need for greater alignment between business goals and tech spending with 65% identifying technology as a “primary factor” in attaining business goals
- - A strong and growing interest in AI adoption among SMBs with more than 6 in 10 noting a moderate or significant increase in AI spending in 2025
- - A wake-up call about cybersecurity diligence with only 4 in 10 SMBs surveyed identifying cybersecurity as a strategic tech area they prioritize and spend on in 2025.
“Today’s SMBs are prioritizing growth, operational efficiency and increasingly AI,” said Carolyn April, vice president of research and market intelligence, GTIA. “And with 80% of SMBs acknowledging they have "some or a lot of room” for improvement with respect to vision and strategy for use of tech, the time is now for IT service professionals to step in and get IT done right.”
GTIA Talks About the Future
GTIA executives teamed up with the Board of Directors to share where we’ve been and where we’re headed, all through the lens of four pillars: People, resources, community and advancement. “We have a privilege—and the opportunity—to reimagine what is possible for GTIA. The value we can bring to your career and your business, your teams, and for the future of the IT channel," said Dan Wensley, CEO, GTIA. “The new GTIA vision and mission statement was released and the Board of Directors shared how we are turning those powerful words into meaningful action.
Scaling Responsible AI with Noelle Russell
Noelle Russell, AI expert, AI Leadership Institute, told ChannelCon attendees that the technology will rapidly expand, three times its ability every three months. But she warned that the burden is on us—the solution architects—to think bigger and innovate on behalf of our customers. Wherever your mindset is, you’re in a two-year period that is critical for your success. GTIA board member Joanna Riley and AI Advisory Council member West McDonald joined Russell on stage after her keynote for a fireside chat to dive deeper into AI’s impact on the IT channel.
Channel Visionaries Predictions
While the Channel Visionaries Power Panel was meant to explore the leading forces—plural—affecting the channel, one force dominated the conversation. Can you guess which? It was indeed the topic of AI—the splash it’s made, the promises the companies behind it are leading with, some possible use cases and tactics to avoid and more. Moderated by Carolyn April, vice president research and market intelligence at GTIA, the panel convened top tech executives Chris Day (ScalePad), Nick Heddy (Pax8), Jason Magee (Cynet Security) and Austin McChord (Slide) who explored AI’s rapidly evolving role in the IT channel. The panelists openly—and refreshingly—discussed AI’s practical applications, potential pitfalls and strategic opportunities, offering invaluable insights on leveraging technology while maintaining essential human relationships.
The Power of Radical Leadership with Kim Scott
The premise of radical candor boils down to having the ability to care personally and challenge directly. “Relationships don’t scale, but culture does,” Scott said. “When you choose to treat the people around you with that kind of care, it’s more likely they will treat the people around them with that kind of care.” And while that sentiment hardly seems radical, it is indeed rare. To start carrying out the “care personally” and “challenge directly” mantra, Scott suggested leaders take these steps: Solicit feedback, give praise and understand how your feedback landed for the other person.
Technology Vendor Fair Showcases Innovative Solutions, Services
This year, more than 160 vendors, distributors and other tech companies shared their latest innovative products, services and programs during the Technology Vendor Fair at ChannelCon. Vendors also participated in a recruitment challenge leading up to the event. Congratulations to the winners who brought the highest number of partners and prospects, helping to make this year’s conference a success!
1st Place: MSP Ignite
2nd Place: RYTHMZ
3rd Place: Cometc
ChannelCon Takes Over Honky Tonk Highway
ChannelCon lit up the night with an unforgettable All Star Jam! The stage sizzled as country legends Gary LeVox of Rascal Flatts, Gretchen Wilson and Trace Adkins brought the house down, backed by the powerhouse band SIXWIRE. The party spanned two iconic venues—Luke's 32 Bridge and Jason Aldean's Rooftop Bar—where the crowd was electric, the music was on fire and the vibe was absolutely unstoppable. It wasn’t just a concert—it was a full-blown celebration of sound, energy and star power! Share the vibe! Share you pictures from this unforgettable evening with #ChannelCon.
ChannelCon 2026 Dates Announced
We’re headed to San Diego! We hope you’ll join us August 3-5, 2026. Get on the wait list now to be the first to get news and updates.
