The Higher Education Technology Managers Alliance (HETMA) recently announced its newest initiative: Road to 10K.

Many in higher ed — about 3,000, according to HETMA — are already aware of and part of the organization. HETMA is open only to higher education technology managers. It’s not a list for salespeople to pitch their wares. It’s a group of people who do similar work and want to support each other and the broader higher education mission.

I should note that I was an original member of HETMA’s board, but as my professional roles shifted, I didn’t have the time to continue. Today, I’m simply an impressed observer of the work the organization is doing.

I’m told the majority of this blog’s readers are manufacturers and integrators. So why am I writing about an organization most of you can’t join? Let me explain.

If you’ve never worked in higher ed AV, you might not realize just how close-knit the community is — across the country and around the world. These aren’t just generic listservs. These are spaces where people actually know each other. We share ideas, ask questions, give feedback and offer support. In short: The community is strong, and we talk. A lot.

What This Means for Manufacturers and Integrators

If you’re a manufacturer or integrator, this community can be extremely beneficial. Let me explain how — from my perspective, not on behalf of HETMA.

First, HETMA gives you a window into what technology managers are asking for in terms of support, hardware and software. Too often, product design is based on feedback from a small handful of users. By paying attention to what’s happening in HETMA, you can base your product decisions on input from thousands of actual customers.

Can’t join HETMA? That’s fine. Here’s what you can do: encourage your education customers to join and become active participants. When you work with informed, connected customers — people who are learning from others in the field — you gain insight into what’s trending, what’s needed and what’s missing. That helps you build better products and provide better service.

Another option is to sponsor HETMA events. A significant part of the organization’s work involves bringing smaller roadshows to different parts of the country, reaching institutions that may not have the budget to attend large trade shows. These roadshows allow higher ed tech managers to speak directly with manufacturers and service providers. If you want to be seen, be there. Sponsorship is a smart way to make that happen.

And finally, build tools that work for us. HETMA has an Approved Program, where real users evaluate and approve products and services that meet their needs. This isn’t a flashy award at a show—it’s a practical endorsement from professionals who’ve tested and trust your solution. If your product earns HETMA approval, it’s going to stand out.

The Global Goal

Here’s another fascinating aspect of Road to 10K: it’s global.

HETMA’s goal is to expand to 10,000 members worldwide. This broader scope allows tech managers to learn how AV in education is approached across the globe — and gives manufacturers and service providers the chance to engage with a much larger, more diverse market. Of all the AV communities I’ve participated in over the years, this is the first one I’ve seen with an explicit goal of global membership.

Yes, HETMA is built by and for higher education tech managers. But in supporting ourselves, we’re also offering the industry a clear opportunity to partner with higher ed and grow smarter, more reliable products and services. Taking advantage of that opportunity just makes good business sense.