Executive Team

John Zettel

Chief Executive Officer

John Zettel leads AVI-SPL by setting goals, shaping and sharing company values, and helping plan the strategy that keeps AVI-SPL providing the industry’s best AV and video communications solutions and services. He works closely with the executive leadership to develop goals, plans, and policies.

Steve Palmer

Chief Financial Officer

Steve Palmer has the high level of character, respect, and integrity that AVI-SPL thrives on in its collaborative environment. He brings an invaluable combination of strong finance/accounting knowledge, significant involvement in M&A activity, and experience implementing new financial systems (e.g. ERP) to support our company infrastructure.

John Murphy

Chief Operating Officer

John Murphy’s ability to develop and execute strategies and business models will create advantages for global clients and their new, innovative workplaces. John was most recently with renowned real estate firm CBRE as COO of the organization’s Global Workplace Solutions Division.

Steve Benjamin

Executive Vice President

Steve Benjamin joined legacy AVI in 1997. In his leadership role as executive vice president for AVI-SPL, Steve is responsible for the following: contract management and negotiation, departmental financial oversight, production-related issues, real estate and insurance transactions, and corporate special projects.

Dale Bottcher

Executive Vice President, Sales & Marketing

Dale Bottcher has helped AV and IT technology managers realize their visions in all varieties of applications and environments – from large-scale training centers to flexible huddle rooms. Dale is passionate about customer relationship building, working closely with his teams to address clients’ complex video communications needs and to deliver solutions under budget and on schedule.

Tim Riek

Executive Vice President, Technology and Solutions

Tim Riek oversees product and solutions development, the Services and Systems Solutions line of business teams, and global procurement strategies. Keeping these areas aligned, Tim enables greater cross-functional efficiencies and further evolves the solutions being brought to market and the operational readiness to deploy and support them.

Ewan Smith

Executive VP and General Manager, Southeast Region

Ewan Smith leads the teams responsible for running all facets of sales, operations, and services in the Southeast region. He is focused on enhancing client satisfaction, employee engagement and development, while driving sales strategy, market development, and impactful growth for AVI-SPL. Ewan brings to the position a successful track record of more than 16 years of industry experience, including several leadership roles at Whitlock.


Martin Schaffel - AVI Founder

Martin Schaffel

AVI Founder

Martin Schaffel founded legacy Audio Visual Innovations, Inc. (AVI) in 1979. He began his career in management with a national retailer and later joined a large office products distributor. He then built a successful business in the sale of audio-video communications products and services to corporate, education, healthcare, military and government markets worldwide. Today that vision is known as AVI-SPL.

Chad Gillenwater - SPL Founder

Chad Gillenwater

SPL Founder

Vice Chairman Chad Gillenwater is responsible for developing worldwide growth strategies, assembling a top management team, and providing the guidance that will maximize the value of AVI-SPL.