CETA Edge: Plans and Perspective for 2026

by Diane M. Calabrese | Published November 2025

 

 

As it begins its 36^th year, the Cleaning Equipment Trade Association, CETA, continues to build on the strongest of foundations.

CETA facilitates peer-to-peer collaboration, learning, and debate as it functions as a strong voice for the industry. Gus Alexander, CEO of FNA Group in Pleasant Prairie, WI, will serve as president of the association in 2026.

A broadly based group of board members will serve alongside Alexander as officers and directors of CETA. (See the sidebar for a list of the 2026 CETA board of directors.)

Alexander says that he steps into the role of president with a sense of both responsibility and opportunity. “Our association stands at a unique point in its history—one where innovation, collaboration, and shared purpose will shape not only our future but also the broader industry we serve.”

Indeed, to shape that future in a meaningful and lasting way, Alexander wants to facilitate maximum interaction. He intends to create an environment that allows the collective strengths of board members to coalesce and illuminate new ventures while invigorating existing ones.

“Listening carefully, fostering dialogue, and helping align diverse perspectives toward a common goal are the essential components of the role of president,” says Alexander. “It is about ensuring that CETA continues to provide leadership and value to our members, the industry, and the communities we touch.”

As Alexander looks to the year ahead, he sees four areas that will merit particular focus: strengthening industry standards, expanding education and training, encouraging innovation, and enhancing member engagement.

And Alexander elaborates a bit on each area of focus. “Working to establish and advance benchmarks that enhance safety, quality, and reliability will strengthen industry standards,” he notes.

Expanding education and training will equip members with knowledge and resources that foster professional growth, explains Alexander. It will also strengthen the next generation of leaders.

Innovation is important across industry and commerce. Encouraging it involves “supporting technologies and practices that improve sustainability, efficiency, and performance,” says Alexander. That’s something CETA is very committed to doing.

The energy that fuels CETA derives from its members. Their engagement will be enhanced by “creating new opportunities for collaboration, networking, and sharing best practices,” says Alexander.

In addition to the board members to whom Alexander refers as “the backbone of CETA progress,” there are committees that further fortify the association. The committees bring cohesion as well as vision to projects.

“Several committees will be given new emphasis this upcoming year, ensuring that important programs receive the attention and resources they deserve,” says Alexander. For instance, the technical standards and performance committee will redouble efforts to strengthen industry benchmarks. And CETA University, the repository of learning tools available to members, will expand.

Alexander also envisions the possibility of new committees and initiatives that would form in response to emerging needs in the industry, such as sustainability innovation. Of course, member engagement will permeate all efforts.

Member engagement and forward-looking efforts are integral parts of all things at CETA. Even as the rich program of PowerClean^® 2025 invigorates members, the association prepares for PowerClean 2026 (October 8–11 at Rosen Shingle Creek in Orlando, FL).

Supporting the work of the board and members is Debbie Murray, the managing director of CETA. She plays the vital role of coordinating communication among board members and members and so much more.

Suppose a member needs a certain product or a location of someone who can be of assistance—someone who is nearest to them geographically. That’s the sort of issue the CETA main office helps resolve as a matter of routine, explains Murray.

Myriad kinds of assistance are provided to members just as an essential part of membership benefits. “We help members connect with other members who have been in the business longer or who have more experience in certain areas,” says Murray. “We answer questions to potential members and let them know how much CETA can help them expand their business.”

Ask. That word summarizes the universal theme of CETA communication. “Ask” is what central office staff and board members would advise CETA members and prospective members who have a question to follow through and do.

Questions open lines of communication. Answers strengthen the lines and ignite collaboration among peers (and true, often competitors at the same time). Not only the association, but the industry grows stronger.

Murray notes that members of CETA represent the United States, Canada, Italy, Germany, China, and beyond. Across the wide geography, however, there is “a sense of community” shared by all.

Like the board members of CETA (present and past), Murray acknowledges, accepts, and appreciates the time committed to the association. “Our days are often long and demanding, particularly as we prepare for events like PowerClean, but the chance to serve our members makes it all worthwhile,” says Murray.

New to the CETA board of directors in 2026 are the following: Maxwell Baldwin, owner and director of operations at Whisper Wash in St. Petersburg, FL; Michayla Thomas, sales and marketing supervisor at Pacific Bay Equipment (PBE) in Modesto, CA; Fred Hunt, director of sales and marketing at RW Beckett Corp. in North Ridgeville, OH; and Alexis Campbell, national sales manager at Pressure Systems Innovations in West Palm Beach, FL.

Baldwin has shared his knowledge of surface cleaners—their structure, maintenance and use, many times in the pages of Cleaner Times. “People are the key to success,” he told us when recalling his own business trajectory in in 2024.

People—a very astute observation. “It’s not in the car you drive or the house you own,” says Baldwin. “It’s in the people you surround yourself with and the effort made in cultivating relationships.”

Thomas began her career as a customer service representative with PBE in 2016, advancing to customer service manager and then to sales and marketing. She oversees sales activities, coordinates marketing campaigns, and supports team goals that move the company forward.

“I’m really looking forward to giving back to the industry that has given so much to me,” says Thomas as she joins the CETA board. She welcomes the collaborative opportunities and chances to contribute to efforts that add value for members.

“As a woman on the board, I’m proud to bring a different perspective and hopefully encourage more women to see the opportunities in this industry,” says Thomas.

Hunt has been with his current employer for over seven years. He leads a team of professionals across various business units, distribution channels, and geographies. His experience includes employment with Sherwin-Williams, The Scotts Company, Rubbermaid, and John Deere.

Before entering the civilian workplace, Hunt served as an officer in the U.S. Air Force, flying aircraft for more than 10 years on active duty. He earned both a bachelor’s degree and an MBA from Texas Tech University.

“This is a great industry with long-standing relationships that endure,” says Hunt. “The needs of our business cross many areas, topics, and applications. I look forward to digging in and helping to see those needs are met on behalf of our members.”

Campbell says that it’s been a privilege to work in our industry for more than 23 years. She adds that by starting out in customer service she gained a great understanding of the business from the ground up.

“What I love most about this industry is the people,” says Campbell. Add, too, the ever-evolving nature and opportunities the industry presents.

“Building relationships, finding solutions that make sense for customers, and helping others in the industry grow” are important to Campbell, she explains. “I always try to bring an approachable, collaborative style to everything I do, and I’m always happy to share what I’ve learned along the way.”

With that reflection, Campbell speaks for all.

 

Sidebar:

CETA Board Members 2026

Gus Alexander—President

Scott Hansen—Senior Vice President

Greg Sprunk—Vice President

Chad Reiffer—Secretary

Raj Trivedi—Treasurer

Karl Loeffelholz—Past President

1. Calvin Rasmussen—Executive Advisor

 

Tim Mendoza—Director

Fred Hunt—Director*

Alexis Campbell—Director*

Gary Ashurst—Director

Delany Johnson—Director

Phil Petty—Director

Michayla Thomas—Director*

Maxwell Baldwin—Director*

*New to board service