Industry Veteran Jerry Burhans Launches Channel Championz to Help Security Manufacturers Succeed in the U.S. Market
ST. LOUIS, Mo. – Jerry Burhans, a 30-year veteran of the physical security industry, today announced the formation of 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,” said Burhans. “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 known for its premium, heavy-duty and resettable security products. 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,” said Burhans. “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.”
Channel Championz offers a range of strategic services including:
• U.S. market entry planning
• Sales and distribution strategy, including channel conflict avoidance
• Trade show support and end-user targeting
• Marketing and messaging strategy, including program implementation
• Go-to-market material development and localization services
Burhans also writes a regular column for industry readers in Keynotes, the official magazine of the Associated Locksmiths of America (ALOA), the leading trade association for locksmiths and physical security professionals in North America. He remains committed to supporting locksmiths, whom he credits as the irreplaceable “channel” in security product adoption.
Founded in 2025 by Jerry Burhans, Channel Championz is a specialized consulting and sales firm focused on helping security manufacturers navigate and succeed in the North American market. Drawing on decades of field experience, Channel Championz provides strategic guidance and sales support to ensure manufacturers avoid common pitfalls and unlock growth through smart channel engagement. Contact Jerry at [email protected], or +13124201393.