2025 Full Schedule

8:00 a.m. – 9:50 a.m. – Volunteer Leadership Spotlight (invitation only) – LaSalle

WQA Board of Directors Meeting, featuring a Volunteer Leadership Workshop

The volunteers who lead WQA committees and task forces gather for an interactive workshop with the Board of Directors focused on honing goals and recommendations, aligning missions and planning, and accelerating progress across the association. Take part in this robust dialog that will set the course for a winning future.

9:30 a.m. – 10:30 a.m. – Welcome Refreshments – LaSalle Foyer

Sponsored by Jacobi Carbons

10:00 a.m. – 10:20 a.m. – General Session: WQA State of the Industry Report – LaSalle

Featuring WQA President Mike Mitchell

Join WQA’s president, Mike Mitchell, for this high-impact session that will deliver a pulse check on the water treatment industry. Mike has a way of blending data, expert insights and emerging trends to spark strategic conversations and position WQA members as thought leaders.

10:30 a.m. – 11:20 a.m. – Trends, Challenges and Opportunities – Michigan A

Manufacturer/Supplier Section Meeting

A collaborative session focused on current trends, challenges, and priorities in the manufacturer and supplier space. Connect to share insights and strategies to help your business stay ahead and thrive.

10:30 a.m. – 11:20 a.m. – The Power of Purpose: Leading with Vision, Value, and Voice – Michigan B

State and Regional Section Meeting

State and Regional Associations share a pivotal role in safeguarding and promoting water quality within local communities. By fostering collaboration and innovation among our separate organizations, we can share best practices and better address regional water challenges and opportunities. This gathering will be interactive, practical and relevant to leaders and members of state and regional water treatment associations.

10:30 a.m. – 11:20 a.m. – Roundtables: Trends and Strategies – LaSalle

Commercial/Industrial Section Meeting

Join us for a deep dive discussion on commercial and industrial trends, the latest market updates, and best practices shaping the water quality industry. In these roundtables, you’ll exchange strategies to meet growing market demands and uncover solutions to operational challenges to help your business thrive.

11:20 a.m. – 11:30 a.m. – Networking Break and Refreshments – Michigan Lobby Area

Sponsored by Franklin Water Treatment

11:30 a.m. – 12:20 p.m. – Dealing With Pressure Points – Insurance and Claims – Michigan A

Dealer Section Meeting

In the water treatment industry, certain “pressure points” can expose dealers and suppliers to significant risks. This session will address two critical areas: the liability insurance coverages needed to protect your business, and the essential elements to include in installation, supply, or service contracts and purchase orders—plus the reasons behind them. Learn how to minimize risk, handle claims effectively, and strengthen your agreements to ensure your operations are protected and prepared.

11:30 a.m. – 12:20 p.m. – Support Smarter, Certify Smoother: Tips for Product Manufacturers and Suppliers – Michigan B

An educational session especially for Product Manufacturers and Suppliers
Featuring Jennifer Smith, CWS, ResinTech, Inc.; and Kristin Kerstens, MWS, WQA

What do dealers and your product certifier wish Manufacturers and Suppliers knew? In this session, you’ll learn practical tips to streamline the product certification process and to improve dealer relationships and satisfaction.

12:30 p.m. – 2:00 p.m. – Leaders at the Table Lunch – LaSalle

Sponsored by Pentair

Pull up a seat, share your perspective, and meet the people shaping the industry.

2:30 p.m. – 5:30 p.m. – WQRF Bowlathon (WQRF fundraising event, separate registration required)

Sponsored by A.O. Smith Water Treatment; Stenner Pumps (transportation); EcoWater (prize); H2O Care Partners (Beverages)

Are you ready to roll? Join us for the WQRF Bowlathon, a Midwestern-themed fundraiser benefiting the Water Quality Research Foundation (WQRF). Transportation is provided to and from Kings Dining & Entertainment, where you will enjoy a friendly team competition, food, drinks and prizes. See details.

6:00 p.m. – 7:30 p.m. – Welcome Reception: City Limits – Where Leadership Takes Off – LaSalle Foyer

Sponsored by Charger Water Treatment Products

Welcome to City Limits, the connection reception of MYLC 2025 at the Westin Rosemont. Just outside the city but at the center of where the water industry’s future is being shaped, this reception brings together emerging leaders and established voices for a night of connection, conversation, and community.
Drawing from the pulse of nearby Chicago and the forward momentum of MYLC, City Limits brings together bold local flavor and laid-back conversations to kick off the week. Sip a city-inspired cocktail, spark new conversations, and set the stage for a powerful week of leadership, learning, and connection.

8:00 a.m. – 9:20 a.m. – Breakfast & Opening Session: Hot off the Press – LaSalle

A general session featuring WQA CEO Pauli Undesser, MWS
Sponsored by Canature WaterGroup

Start your day with breakfast and a jolt of energy! This 20-minute power segment spotlights what’s new, what’s next, and what just can’t wait. Whether it’s a surprise announcement, a shift in direction, or a reaction to earlier conversations, this session with WQA CEO Pauli Undesser will keep us agile, informed, and connected in the moment.

9:30 a.m. – 10:15 a.m. – Bridging the Gap: Build Recurring Revenue with Tailored Treatment and Services for Small Public Water Systems – Michigan A

An educational session supported by WQA Professional Certification & Training

Small public water systems have big needs and big potential. Many small public water systems use POU/POE treatment, but system operators lack technical expertise. Offering support services to help these systems stay compliant can create recurring revenue while filling a critical need. Discover how recurring revenue models and custom services can fill the gap while growing your business in meaningful ways.

9:30 a.m. – 10:15 a.m. – Leading Across Lines of Difference – Michigan B

An educational session supported by the Manufacturers/Suppliers section
Featuring Leadership Change Strategist Dr. Hanlie van Wyk

The water industry is at a turning point—not only in technology and regulations, but in the talent and trust shaping our future. To stay relevant and attract their talent, leaders must strengthen cultural intelligence and lead with understanding, not just expertise. Join global social scientist Dr. Hanlie van Wyk as she outlines immediate steps any organization, even a small one, can implement to recruit, foster and retain more young leaders.

10:15 a.m. – 10:45 a.m. – Networking Coffee Break – Michigan Lobby Area

Sponsored by Chester Paul Company

10:45 a.m. – 11:30 a.m. – Contract Law Essentials for Dealers – Michigan A

An educational session featuring Mike Sennett, WQA Chief Legal Officer

Contracts might seem confusing, but they don’t have to be. Join us for this exploration of contract law essentials, including procurement, service agreements and vendor relationships. Participants will test their knowledge of contract law through real-world scenarios and legal challenges specific to dealer operations. Learn how to spot red flags, write better terms, and protect your business from costly missteps with through a practical legal discussion with an industry expert.

10:45 a.m. – 11:30 a.m. – The Data Advantage: Why Contaminant Occurrence Trends Matter – Michigan B

An educational session supported by the Water Quality Research Foundation

Data isn’t just information – it’s insight, opportunity, and influence. Explore how WQRF’s database of contaminant occurrence connects the industry to a view of regional patterns, uncovers emerging trends, and elevates strategic possibilities.

11:30 a.m. – 1:00 p.m. – Leaders at the Table Lunch – LaSalle

Sponsored by Primo Brands

Pull up a seat, share your perspective, and meet the people shaping the industry.

1:00 p.m. – 2:00 p.m. – Navigating Change: Key Updates to Industry Standards – Michigan A

An educational session supported by WQA Gold Seal Product Certification

As industries evolve, so do the standards that define best practices. In this session we’ll examine recent changes to industry standards, highlight emerging trends, and discusses how organizations can proactively respond to stay ahead of the curve.

1:00 p.m. – 2:00 p.m. – Investing for the Future – Michigan B

An educational session featuring market insights from Financial Advisor Brian Roche

Prepare your business for long-term success. Unpack the financial realities of today’s economy and discover investment strategies for long-term growth. Walk away with insights and practical guidance to help your business build resilience in a competitive landscape.

2:15 p.m. – 3:15 p.m. – Kitchen Table Talks: Turning Science into Sales – Michigan A

A hands-on learning session supported by the Water Quality Research Foundation

Pull up a chair for a hands-on session designed to mirror real Kitchen Table conversations. Through interactive exercises, you’ll discover practical tools and persuasive talking points to help you confidently explain the science and value behind water treatment solutions.

2:15 p.m. – 3:15 p.m. – Boosting Member Value – Michigan B

Your participation is encouraged in this WQA Membership Committee Meeting

More than just a check-in, this session dives into what’s next for WQA membership. Share your ideas to boost member value and grow our community. You’ll also hear what the committee’s task forces have been up to.

2:15 p.m. – 3:15 p.m. – Targeted Customer Outreach: Using WQA’s Consumer Insights Report – LaSalle

Your participation is encouraged in this WQA Communications Committee Meeting

The 2025 Consumer Insights Report helps us better understand public sentiment around water quality. Last year’s MYLC attendees helped outline important survey questions; now, the Communications Committee is asking members to brainstorm how to use the report as a guide for consumer engagement. Come share your ideas as you learn from others!

3:15 p.m. – 3:30 p.m. – Networking Break – Michigan Lobby Area

Sponsored by Calgon Carbon

3:30 p.m. – 4:30 p.m. – From the Ground Up: Advocacy Strategies That Move the Needle for Water Quality – Michigan A

A water quality advocacy session supported by WQA Government Affairs

This session, focused on government and regulatory affairs, is designed to empower WQA members to become more effective advocates for a positive regulatory landscape at the local, state and federal levels.

3:30 p.m. – 4:30 p.m. – From Research to Relevance: Telling the Industry’s Story through Outreach – Michigan B

Your participation is encouraged in this WQRF Outreach Advisory Committee Meeting

Data deserves a spotlight. Transform complex research into stories that stick, spark conversation and support meaningful outreach efforts. Support the Outreach Advisory Committee in exploring how to increase the value and visibility of WQRF’s resources for the WQA membership.

4:45 p.m. – 5:45 p.m. – Vision Board Networking: Map Your Industry Impact – Michigan B

An interactive strategy session supported by the RISE/THRIVE/WIN Advisory Councils

Think big, reflect deep, and start mapping your legacy. Through creative vision-boarding, we’ll shape personal goals into industrywide influence.

5:45 p.m. – 9:00 p.m. – Dinner on your own

8:30 p.m. – 11:00 p.m. – WQA/WQRF After Hours – A reception benefiting the Water Quality Research Foundation – Higgins

Sponsored by Culligan Ultrapure; SEAS Capital Partners

Join us for a casual evening of connection and conversation benefiting WQRF. Your first drink is on WQA, and additional drink tickets can be purchased during the registration process or onsite at the event. Relax, mingle with industry peers, and enjoy a laid-back atmosphere while supporting critical research and outreach efforts. See details

8:00 a.m. – 9:30 a.m. – Breakfast & Unfiltered: The Insights Download – LaSalle

Town Hall General Session, moderated by WQRF President Bret Tangley, MWS, and featuring WQA CEO Pauli Undesser, MWS; WQA President Mike Mitchell; and WQA Vice President Greg Reyneke, MWS
Sponsored by A.O. Smith

This isn’t your average town hall. Join WQA’s top leadership for a dynamic, no-holds-barred conversation about the state of the association, the future of the industry, and the role every member plays in shaping what’s next. Expect transparency, bold ideas, and a chance to ask what’s really on your mind.

9:45 a.m. – 10:45 a.m. – Advancing the Science of Water – Michigan A

Your participation is encouraged in this WQRF Research Advisory Committee Meeting

Have a stake in the future of water? Learn about the research that will shape our industry for years to come.

9:45 a.m. – 10:45 a.m. – Protecting Our Industry – LaSalle

Your participation is encouraged in this WQA Government Affairs Committee Meeting

The Government Affairs Committee will review the latest federal and state legislative activity and discuss how proposed regulations may affect the industry. Attendees will discuss ways to support WQA’s broader advocacy strategy and help identify emerging challenges and potential action plans.

9:45 a.m. – 10:45 a.m. – Events Committee – Michigan B

Traditional Events Committee meeting

11:00 a.m. – 12:30 p.m. – WQRF Board of Directors Meeting (invitation only) – Michigan A

WQRF Board of Directors meeting

11:00 a.m. – 12:00 p.m. – Tracking the Trends through WQA Industry Reports – LaSalle

Your participation is encouraged in this WQA Industry Research Committee Meeting

Join your peers to discuss trends in the industry, which can be examined through some of WQA’s great Industry Reports: Tank and Valve, RO Market Trends, Cross-Correlation, Business Operations and Manufacturer Confidence.

11:00 a.m. – 12:00 p.m. – Dealer Business Training Opportunities – Michigan B

Your participation is encouraged in this WQA Business Operations Training Committee Meeting

Join in as this committee evaluates proposed business operations education sessions for the 2026 Convention & Expo. Share your thoughts on the topics most of mind to water treatment providers.

11:45 a.m. – 12:45 p.m. – Grab & Go working boxed lunches provided – Michigan Lobby Area

Sponsored by Chester Paul Company