The conference conversations all pointed to this: our industry is changing quickly, and the retailers who stay flexible, keep learning, and stay connected to their customers will be the ones who thrive. From AI and sustainability to training, marketing, and consumer behavior, the focus was on practical ideas retailers can actually use right now. (There were two track for panel discussions – below are the ones Tambra attended.) See the photo gallery.
First Night Networking
We kicked things off with a couple of fun and friendly receptions — starting with a great networking gathering and wrapping up with a nightcap celebration honoring PureCare’s Jeff Bergman ahead of his special award the following evening. Cheers to Jeff and a wonderful start to the conference!
Full day of sessions
AI Tools to Grow Your Game: Tools That Replace Expensive Software
Speaker: Bob Phibbs – CEO at The Retail Doctor
Keynote Speaker Bob Phibbs (CEO at The Retail Doctor) delivered an engaging and highly practical session focused on helping independent retailers turn ideas into action. From using AI as an everyday business tool to improving websites, marketing, and sales training, the presentation centered on real-world strategies retailers can apply right away. The session encouraged attendees to challenge “business as usual,” stay engaged with customers, and leave with specific takeaways they could immediately put into practice. Phibbs challenged the audience to identify two takeaways from his presentation and put them into use ASAP. We did!
Panel Discussion: Strategy in the Age of the Informed Customer
This panel covered a lot of the real-world issues retailers are dealing with right now — margin pressure, changing customer expectations, pricing challenges, and how to create value without relying on constant discounts. The conversation was open, practical, and full of good insight from leaders across the industry. Speakers talked about the importance of flexibility, strong retailer/vendor partnerships, better sales training, and staying willing to try new ideas as the market continues to evolve.
Lee Burns (Founder and CEO at Mattress Direct) looked at performance, sleep diagnostics, and RSA development
Jack Schewel (Co-Owner at Schewels Home) focused on value erosion, pricing challenges, and vendor‑led training
Bill Papettas (CEO at Mattress Warehouse) marked macro headwinds & stressed demand creation beyond discounts
David Binke (CEO at King Koil) emphasized execution, flexibility, and retailer‑specific support
Forces Reshaping The Future of Mattresses
Speaker Mike Magnuson (Founder and CEO at GoodBed) looked at the growing challenge of commoditization in the bedding industry and how online shopping and algorithms are changing the way consumers make decisions. Magnuson suggested the real problem is not product quality – it’s how information gets presented to shoppers. The session encouraged the industry to do a better job communicating value, building trust, and helping consumers better understand quality instead of simply shopping by price.
Panel Discussion: Whatever Happened To Sustainability
This session explored how sustainability continues to evolve within the bedding industry — moving beyond marketing language and becoming a bigger part of operations, sourcing, and consumer expectations. Speakers discussed transparency, responsible sourcing, and the growing connection consumers see between wellness and sustainable products. An especially important part of the conversation focused on consumer confusion around sustainability claims, the stalled FTC Green Guides, and the need for clearer, more trustworthy communication across the industry.
Ian Hayes (VP of Sales at Magniflex) shared data on willingness to pay and warns against conflated terminology
Brian Baxter (CCO at Avacado Green Brands) described sustainability’s shift from branding to operational practice and the growing link between wellness and sustainable choices
Tyler Howells (Founder and CEO at Cozy Earth) emphasized rigorous sourcing and transparent supply‑chain diligence to avoid greenwashing
Allison Keene (President of ISPA and Mattress Recycling Council) highlightd consumer confusion, stalled FTC Green Guides, and the need for trustworthy, consistent communication across the industry
Panel Discussion: Sleep Disrupted: What Consumers Want In 2026
Panelists talked about today’s consumer being more informed than ever – but also more overwhelmed by conflicting online information. They covered everything from showroom strategy and visual storytelling to stronger sales training, customer experience, and simplifying the shopping journey. Speakers also stressed the importance of trust, value, community presence, and helping RSAs get back to true relationship-based selling instead of simply taking orders.
Shana Rocheleau (Executive VP of Strategy for Bedgear
Lee Jean Williams (Mattress Buyer at Steinhafels)
Neil Zimmer (VP of Bedding at Gardner White)
Wright Turner (5th Generation Leader at Turner’s Furniture)
Panel Discussion: AI In The Sleep Business
This session showed how AI is quickly becoming a real-world tool for retailers and suppliers – not just something people talk about for the future. Speakers shared examples of using AI to save time, create content, improve workflows, gather competitive insights, and even support coaching and in-store decision making. The conversation was practical and honest, touching on everything from writing better prompts and managing costs to helping teams actually embrace the technology and use it effectively.
Ben Rodier (CEO at Frontline IQ) highlighted AI coaching ROI, cultural resistance, meeting‑analysis tools, and future in‑store observation with compliance considerations
Vernon “RJ” Williams (Co-Owner at Jacksonville Bedding Mattresses and More) detailed competitive intelligence, process redesign, and using multiple models to plan a new store launch
creation, and visual prototyping using uploaded photos
Toby Konetzny (CEO at South Bay International) emphasized precise prompting, validation, cost management, and AI as a decision‑accelerator
Shaun Pennington (CEO at Diamond Mattress) shared productivity gains from Claude, including spreadsheet, deck creation, and visual prototyping using uploaded photos
State Of Sleep And Real Estate
In this session Chris Beard (Vice Pres, Building Products Research at John Burns Research & Consulting) looked at some of the shifts happening in the marketplace and where new opportunities may be developing for retailers and brands. He talked about changing consumer habits, the growing focus on wellness and comfort, and the importance of connecting with shoppers where they already spend their time online. Beard advised we plan for a soft 2026 but prepare for demand acceleration beginning in 2027
Panel Discussion: Cutting Through The Clutter
This session was all about finding better ways to connect with today’s consumer. Panelists shared ideas around authentic storytelling, community building, transparency, and creating brands people genuinely trust. There was also a lot of conversation about how marketing is changing – from AI and social media to local news and video platforms – and how retailers and brands can stay visible, relatable, and relevant in a fast-changing marketplace.
Kerry Tramel (President of Lady American at Mathis Home) shares strong results from shifting to local news/sports, Meta, and YouTube; championed “sleep authority” positioning and preparing for AI‑driven shopping
John Burns (VP Retail and E-Commerce Marketing at Tempur Sealy International) emphasized integrated marketing, AI‑driven optimization, and solution‑oriented messaging. He graded industry progress and urged continued evolution
Mary Domito (Founder/CEO at Taos Lifestyle) explained how she embodies personal branding, bold creative, humor, and deep community engagement. She advocated for transparency and fearless differentiation
Bike Building with the Boys & Girls Club — Sponsored by King Koil
This volunteer event continues to be one of the highlights of the conference. Over the years we’ve had the joy of chaperoning kids through all kinds of activities, and this year we helped build brand new bikes for local club members. The best part was seeing the kids arrive at the end and head home with bikes of their very own. A huge thank you to King Koil for sponsoring such a fun and meaningful event!
It was a great event
All in all, the conference was full of great conversations, fresh ideas, and valuable time spent connecting with industry friends and colleagues. It was encouraging to see so much energy, openness, and willingness to share as everyone works to navigate a rapidly changing marketplace. We came away inspired, informed, and excited for what’s ahead.
