Executive Team

John Zettel - CEO

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

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 - EVP

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

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.


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.