The National Electrical Manufacturers Representatives Association (NEMRA) is embracing change and setting new standards in the lighting and electrical industries. Recently, I had the opportunity to sit down with James Johnson, President and CEO of NEMRA, and Jeff Bristol, who is in the newly created position of Vice President of the Lighting Division, to discuss the organization’s transformative initiatives, challenges, and bold plans for the future.
Leading Through Change
Since taking the helm nearly six years ago, Jim has overseen a period of significant transformation at NEMRA. The electrical, construction, and lighting industries have seen increased convergence, creating both challenges and opportunities for NEMRA’s members. Jim remarked, “This convergence has pushed us to rethink how we provide resources and platforms for all our members while ensuring inclusivity across sectors.”
Under Jim’s leadership, NEMRA has undertaken initiatives to strengthen its role as an industry leader. During the early years of the pandemic, the association adapted by offering enhanced digital resources and affinity programs, ensuring members continued to find value despite limited in-person engagement. Additionally, NEMRA fostered partnerships with organizations like NECA, NEMA, and NAED, enabling broader networking opportunities and community building.
Jim highlighted the signing of a Memorandum of Understanding (MOU) with these organizations in 2022 as a pivotal moment. The MOUs encouraged collaboration among associations to better serve the electrical industry. Unlike many such agreements that often lack measurable outcomes, NEMRA’s MOUs provided members with unprecedented visibility and shared resources. “Representatives are the connective tissue in this industry,” Jim explained. “They bring manufacturers’ products to market, train distributors, and create demand at the end-user level. Elevating their presence is critical.”
A New Focus on Lighting
One of NEMRA’s most significant recent initiatives is the creation of the NEMRA Lighting Division, led by Jeff Bristol. Launched in December, the NEMRA Lighting Division is geared to be inclusive to all lighting agents and manufacturers across the industry. Additionally, this new division reflects the increasing importance of lighting within the association’s membership. Jim noted that almost 30% of NEMRA’s manufacturers are involved in lighting or lighting controls, with 77% of representatives carrying at least one lighting line.
Jeff elaborated on the division’s mission, explaining that it seeks to address the needs of over 575 lighting agencies and 850 lighting manufacturers nationwide. “The Lighting Division is designed to provide advocacy, education, training, and networking opportunities for the entire spectrum of the lighting industry,” Jeff said. “This includes specification, architectural, design-build, and boutique agencies.”
The Spark from AAiLA
Jim reminded me that NEMRA has a long history with the lighting industry going back to the early 1980s, when they launched a lighting representative initiative and even hosted a lighting summit.
Jim told me that AAiLA was established as a foundational resource for independent, architecturally-focused lighting agents, representatives, and manufacturers.
“What NEMRA brings to the table is significant: broad bandwidth, strong relationships, advocacy, networking, and a mission that aligns seamlessly with AAiLA’s goals,” Jim explained.
“It only made sense to collaborate—where AAiLA faced limitations, NEMRA offered the resources, marketplace reach, and infrastructure to help scale and build on shared objectives. Integrating AAiLA into the NEMRA Lighting Division helped us create a unified platform to better serve the industry,” he concluded.
A key goal of the Lighting Division is to offer the same value that NEMRA’s members in other sectors have come to expect. Jeff highlighted the division’s commitment to supporting members at major industry events such as LightFair and LEDucation, as well as through the development of its own dedicated business conference.
Innovating the Conference Experience
The Lighting Division’s inaugural business conference, set for May 2026 in Orlando, aims to be a game-changer. The conference will include workshops, networking sessions, and private business discussions in modular suites. Jeff emphasized that the event will provide manufacturers and representatives with the time and space needed to engage in meaningful, strategic planning—moving away from the distractions often found at traditional trade shows.
“This is not speed dating,” Bristol explained. “Our approach ensures that every meeting, ranging from 45 to 90 minutes, is focused on meaningful business discussions in a private, professional environment.”
Jim added that the conference is part of a broader strategy to shift perceptions of NEMRA. Historically viewed as an association for commodity representatives, NEMRA is working to demonstrate its inclusivity and relevance to all sectors, including architectural and specification lighting. “We’re evolving to meet the needs of our members while maintaining our core mission,” Jim said.
Adapting to a Changing Industry
NEMRA is also addressing broader challenges in the industry, such as attracting and retaining young talent. Jim acknowledged that generational shifts require new approaches to engagement. “You have to show value,” he said. “For younger members, it’s about providing tangible benefits, whether through cost-saving affinity programs or leadership training.”
One example is NEMRA’s rides and rentals program with Enterprise, which offers members deeply discounted rates for business and personal use. Programs like these demonstrate how NEMRA delivers immediate, practical value to its members.
Addressing Industry Consolidation
Another pressing issue is the consolidation of lighting agencies and manufacturers, which has reshaped the competitive landscape. Jeff noted that while mergers have led to the creation of mega-agencies, they have also opened opportunities for smaller, specialized firms.
“We’ve seen the rise of design-build agencies that focus on smaller, independent manufacturers,” Jeff said. “Our job is to support these agencies in becoming demand generators, helping them create value for manufacturers and end users alike.”
Jim echoed this sentiment, emphasizing that NEMRA’s role is to provide resources and training that elevate all representatives, regardless of their size or specialization.
Looking Ahead
As NEMRA continues to innovate, its leadership is committed to ensuring that the association remains a vital resource for its members. Jim summarized the organization’s vision succinctly: “Our goal is to lead the industry forward, providing value to every member and ensuring that independent representatives remain the most effective way to bring products to market.”
The Lighting Division exemplifies this forward-thinking approach. With its dedicated resources and strategic initiatives, it promises to be a powerful tool for NEMRA’s members in navigating an increasingly complex industry.
As NEMRA continues to evolve, one thing is clear: the organization is not just responding to change—it is driving it.