Jerry Burhans, a 30-year veteran of the physical security industry, formed Channel Championz, an advisory and manufacturer’s rep firm dedicated to helping security product manufacturers enter and grow in the North American market. The new venture aims to bridge the gap between global innovators and the complex, highly relational U.S. security products distribution channel.

Burhans, recognized in 2024 by Locksmith Ledger as a Legend of the Lock Industry, brings a career that spans from IBEW journeyman to executive leadership roles at ISONAS, SimonsVoss and ASSA ABLOY. He founded Channel Championz to offer strategic sales representation, channel development and market launch services for access control and locking hardware manufacturers, especially those with advanced or high-security solutions seeking a foothold in the United States.

“Too many manufacturers underestimate the power of the channel and the consequences of not understanding it,” Burhans said. “Channel Championz is here to help companies avoid costly missteps, identify the right partners and align their go-to-market strategy with how security products are actually bought and sold in North America.”

The company’s first client is Squire, a storied UK-based padlock manufacturer. Burhans is leading Squire’s commercial introduction to the North American critical infrastructure market, with plans to expand the brand’s presence beyond retail into industrial and utility sectors where reliability, key control and weather resistance are mission-critical.

As part of his approach, Burhans focuses on strategic alignment across manufacturers, distributors, integrators and end-users, ensuring that product value propositions translate into real-world sales success.

“We’re not just looking to ‘sign up’ distributors,” Burhans said. “We’re working to generate demand from end-users, tell the product’s story, and ensure the channel has the tools and incentives to win with us.”