For Immediate Release
HTSA Names Shaun Schuetz Managing Director, Expands Leadership Team for Next Chapter
Ellie Doherty joins as Director of Member and Vendor Relations as HTSA strengthens leadership capacity, member and vendor engagement, and day-to-day operations
October 1, 2026 — Home Technology Specialists of America (HTSA) today announced an expanded leadership structure for the organization, naming Shaun Schuetz Managing Director while also appointing Ellie Doherty to a new leadership role and promoting Jordan Fuchs.
The appointments represent the next step in the leadership transition HTSA announced earlier this year and reflect a broader investment in the people, structure, and organizational capacity needed to support the group’s members, vendor partners, programs, and continued growth.
Schuetz assumed the role of Managing Director on October 1 and will become Executive Director on January 1, 2027. He brings 14 years of senior sales leadership with leading audio manufacturers, including roles as Chief Sales Officer, Vice President of Sales for the Americas, and Vice President of ESS Channels for the Americas, along with 13 years of leadership in the integration field.
Schuetz joins a strengthened HTSA leadership team that also includes an expanded role and a promotion.
“HTSA’s strength is its members and the vendor partners who invest in them. My priority is to listen first, build on the relationships that make this community successful, and make sure HTSA continues to deliver clear value on both sides of that partnership. Together, we can build on the strength of those partnerships to push beyond where we are today and be a force for what’s next,” said Schuetz.
Ellie Doherty has accepted the new role of Director of Member and Vendor Relations, with an expanded focus on HTSA’s relationships and success across its member and vendor communities. Ellie brings more than 10 years of experience in the custom integration and lighting industries, spanning manufacturer sales, integration, lighting design, specification, and business development. An American Lighting Association Lighting Specialist who has completed HTSA’s Lighting Levels I, II, and III courses, she brings a strong understanding of both sides of the member-vendor relationship and the broader project community HTSA serves.
Jordan Fuchs, Director of Operations, will take on an expanded role within HTSA, reflecting the increasingly important part he plays in the organization’s day-to-day operations and continued development. His broader responsibilities recognize both the value of his contributions today and the Board’s confidence in his ability to take on greater responsibility and play an even more integral role in HTSA’s leadership as the organization moves forward.
The announcement follows HTSA’s previously disclosed leadership transition involving longtime leader Jon Robbins. Robbins is not retiring and continues to work full-time on behalf of HTSA through December 31. If timing aligns, HTSA has previously stated its intent for Robbins to help onboard and transition the new Managing Director, providing continuity and a deep understanding of HTSA’s culture and community.
Alex Lelchuk, President of the HTSA Board of Directors, said: “This is about more than filling a position. The Board set out to build the leadership team HTSA needs for its next chapter while preserving the culture, relationships, and momentum that make this organization successful. Shaun, Ellie, and Jordan give HTSA that team, and the capacity to serve our members and vendor partners at a higher level.”
The expanded leadership structure also gives HTSA additional capacity to support ongoing initiatives including its collaboration with AVIXA and ProSource on Reside, the co-located initiative at InfoComm that builds on the legacy of Lightapalooza.
About Home Technology Specialists of America (HTSA)
Home Technology Specialists of America, Inc. (HTSA) is an international trade consortium of the finest residential technology retail and custom integration specialists across the U.S. and Canada. HTSA members design, specify, install, and service the finest premium, high-performance technology solutions for the residential and commercial channels. Today’s sophisticated networked systems demand a highly trained, professional installation specialist.
Whether it’s smart home automation, dedicated media rooms & theaters, lighting fixtures & systems, or high-res whole-house AV networks – HTSA members will professionally interface products and integrate sub-systems with compelling designs for the home, at the office, or on the go. HTSA is proudly member-owned and offers industry-best programs with the leading technology brands. With a renowned team of brilliant educators on staff who create unparalleled proprietary educational programs, HTSA is instrumental in driving the success of all consortium members. To learn more about HTSA, see: www.htsa.com or connect with us on Facebook and Instagram.