Michael Cassell, AWFS^® President

Senior Product Specialist, Weinig Holz-Her USA

Michael joined the Holz-Her US team in 2001.  He is responsible for sales, support and product development of the CNC Product line. Recently, he assumed responsibility as Senior Product Specialist-System as well as managing the Shoda CNC machine partnership.

Prior to joining the Weinig Holz-Her US team, Michael was employed by Okuma America, a leader in CNC machines for the metal working industry, where he held several sales management positions during his 12 years there.

Rob Howell, AWFS^® Immediate Past President (2022-2023)

President, WSI Machinery Inc. 

Rob joined the AWFS® Board of Directors in 2008. He is currently serving as Immediate Past President and on the Membership and Trade Show committees. Rob started his career in the woodworking industry with SCM in the early 90’s, where he held several positions. Rob is the President of WSI Machinery Inc., which is a distributorship located in Wauconda, IL, which provides machinery and supplies for the woodworking industry. Rob is a member of other associations which include the WMIA and AWI.

Mark Alster, AWFS^® Vice President

National Sales Manager, Leitz Tooling Systems

Mark has been with Leitz Tooling Systems since 1995, and currently serves as Regional Manager for the thirteen state Central-North region.  He first entered the woodworking tooling industry in 1986 as a machinist for Michigan Knife/Simonds Industries (Big Rapids, MI).  He also has extensive knowledge of the woodworking industry, cutting tools, machinery and processes. Mark has presented several tooling technology seminars for the AWFS^® CWWK™ seminar program and currently serves as chair of the Membership Services Committee.

Bob Brown, AWFS^® Secretary/Treasurer

Executive Vice President, Royal Plywood Co. (Sacramento) 

Bob joined the board with 29 years’ experience in the Wood Products Industry. He began in wood products distribution after proudly serving his country as a US Marine! He spent his first 14 years in wood products distribution. Then, in 2005, he went to work for SierraPine, working his way up from inside sales to running their Import MDF Division and finished off as the Southwest Business Development Manager. He then worked with Timber Products as their Director of Sales for their Composite Panels Division. Bob has worked with both SierraPine and Timber Products developing new Composite Panels and delivering them to the industry with enthusiasm.

For the past five years Bob has been with Royal Plywood. First, he worked as their Vice President for the Composite Panels Division working from their Cerritos, California location;  then, for the last three years he has worked as Vice President and General Manager of their Sacramento Division.

Karl Frey, AWFS^®Fair Trade Show Chair

Western Division Manager, Colonial Saw Company 

Karl began his career in the Woodworking Industry in 1983.  He started as a sales representative for pneumatic driven fasteners to furniture manufacturers and woodworkers in Southern California. Afterwards, he held management positions with other machinery, tool, and supply companies covering the western United States. Karl joined Colonial Saw in 2008, as a Lamello Product Manager.  He later took on Striebig vertical panel saw sales in the western US.

Karl is currently responsible for operations and sales for the western USA and Canada. he is currently a member of the Public Policy committee, Education committee, and as a member of the Southern California chapter of the Society of Wood Manufacturing (SWM) as well as a member of the board of directors. He is involved in SkillsUSA and career technical education to promote the future of woodworking.

Dan Hershberger, AWFS^® Past President (2021-2022)

Retired, Honorary Member

For the past 25 years, Dan has been involved in many different areas of the woodworking industry including service manager, sales manager, training manager and trade show coordinator. Dan has been a board member since 2007. In that time, he has served as Trade Show Committee Chair for a portion of the 2013 show cycle as well as for the 2015 Trade Show committee.

Early in his career Dan had 14 years as a high school vocational teacher in Rock Hill, SC. The years of teaching uniquely prepared him for his career in the woodworking industry and work with the AWFS^® Board of directors.

Phyllis Crystal, AWFS^® Board Member

President, Uneeda Enterprizes Inc.

Phyllis Crystal holds the position of President at Uneeda Enterprizes. With 28 years of experience in the abrasives industry, she has contributed significantly to the industrial manufacturing and woodworking sectors. Phyllis began her journey with Uneeda in 1996, initially serving as a marketing manager, overseeing all marketing functions. Her dedication and expertise led to her promotion as Vice President of Sales and Marketing in 1997.

In addition to her role at Uneeda, Phyllis actively participates in the industry organizations. She joined the AWFS^® Board of Directors in 2022 and currently serves as a member of the 2024 Public Policy Committee. Furthermore, she is a valued member of the Kitchen Cabinet Manufacturers Association associates committee.

Phyllis earned her degree from Boston University’s School of Management. Her extensive background and commitment to excellence make her a respected leader in her field.

Cassey Gibson, AWFS^® Board Member

Chief Marketing Officer, INNERGY

Cassey joins the board with 15 years of experience in the architectural woodworking industry.  She began her career working in membership and marketing with AWI, a trade association dedicated to architectural woodwork standards, industry specific education and networking opportunities.

Cassey joined INNERGY, a woodworking ERP Software company, in 2019 to focus on learning the industry from a different perspective and to continue working with and serving the industry she loves.  At INNERGY, she works closely with the Sales Team and also focuses on organizing and delivering software and industry education in new and innovative ways.

John Henderson, AWFS^® Board Member

President, John Henderson and Company, LLC.

John is a 30-year veteran of our industry, joining the AWFS^® board in February 2022, as serving his customers with the finest quality woodworking machinery. Based in Las Vegas, Nevada and covering Nevada, Arizona, and Utah, John served on most all committees, board, and the executive committee and is a Past President of WMIA. John currently serves on the AWFS^® public policy committee and looks forward to serving AWFS^® as a board member.

Randy Jamison, AWFS^® Board Member

Chief Commercial Officer, Biesse America, Inc.

Randy joined the AWFS^® Board in 2020 and is currently serving as a member of the 2023 Trade Show Committee. He started his career in the woodworking industry in 1984 and has held a variety of positions including technical sales, tradeshow management team, Brand Sales Manager, Vice President of Sales and has a strong background in plant design, as well as marketing. Randy has spent over 25 years of his career with Biesse and currently serves as Biesse’s Chief Commercial Officer, having recently been promoted from Executive Vice President of Sales and Marketing, where he utilized his industry experience to assist in development and implementation of the sales, distribution, and moving strategies for the Biesse Group in America.

Brian Joyce, AWFS^® Board Member

Business Development, DTC Hardware Group 

Hannah Faria Khalaf, AWFS^® Board Member

Marketing Manager, SurfPrep Sanding 

Hannah Khalaf was born and raised in Southern California. She graduated from Point Loma Nazarene University with a Degree in Broadcast Journalism and a minor in Communications. With over five years invested in the radio industry, she chose to go back to her family business of abrasives manufacturing. In 2015, she helped take SurfPrep Sanding to the next level when the company was honored with one of the highest awards in Woodworking for product innovation and productivity: The Visionary Award. They have since won this award a second time in 2023. Over the past decade, Hannah has worked closely with many branches of the woodworking industry: cabinet manufacturing, guitar luthiers, refinishers, fine furniture, painters, etc.

Hannah was voted into Woodworking Network’s 2019 40 Under 40 class, which celebrates industry professionals who are making an impact in the wood products manufacturing industry.  She enjoys being an advocate for the next generation of woodworkers and especially inspiring women to get involved in the trades.  Hannah looks forward to continuing to make connections and being a part of elevating the woodworking industry in the future.

Hannah and her husband Chad live reside in SoCal and spend their extra time skiing, scuba diving, and hiking.

Nathan Klomp, AWFS^® Board Member

President, Specified Components Co.

Nathan Klomp brings over two decades of seasoned leadership in wood products sales and sourcing to his role as President and an international business professional. With extensive experience spanning various sectors including cabinet, storage fixtures, office furniture, and home organization segments, Klomp excels in aligning customer needs with top-tier manufacturers across the Americas and globally.

Formerly Klomp served as Director of Marketing and Business Development at MJB Wood Group where he orchestrated supply chain solutions for products manufactured worldwide. His tenure at Northern Contours saw remarkable sales growth under his guidance as a Director of Sales. Klomp’s strategic acumen extends beyond the industry; his civic engagement includes serving on City Council and various regional boards and commissions. Armed with a bachelor’s and business administration from Wayne State University, a master’s in business administration from Walsh College, and certifications from Michigan State University, Klomp combines academic prowess with practical expertise to drive impactful strategies for the association.

Phil Polston, AWFS^® Board Member

National Sales Manager- USA & Central America, Cabinet Vision Production Software

Phil is an industry veteran with over 30 years of experience, working in both the distribution and supplier/manufacturer sectors. As a new member of the 2023 Trade Show committee, Phil looks forward to contributing to the AWFS^® Board and the woodworking industry through his new volunteer roles for the Association.

Jonathan Thompson, AWFS^® Board Member

Sales Manager, E.B. Bradley Co. & West Coast Laminating

Jonathan has been in the construction industry for nearly 20 years. He began his career in general construction as a residential project manager before taking his sales position in the PVC pipe industry. In 2009, he started working in sales at Decore-ative Specialties and was successful in growing sales with national accounts such as The Home Depot, HD Supply, and many other national franchises. Later, he was promoted to National Sales Manager in Corporate Accounts. In 2018, he transitioned to the E.B. Bradley Co & West Coast Laminating as Sales Manager.

Jonathan Thompson, AWFS^® Board Member

Sales Manager, E.B. Bradley Co. & West Coast Laminating

Jonathan has been in the construction industry for nearly 20 years. He began his career in general construction as a residential project manager before taking his sales position in the PVC pipe industry. In 2009, he started working in sales at Decore-ative Specialties and was successful in growing sales with national accounts such as The Home Depot, HD Supply, and many other national franchises. Later, he was promoted to National Sales Manager in Corporate Accounts. In 2018, he transitioned to the E.B. Bradley Co & West Coast Laminating as Sales Manager.