Custom America
Custom Group brings more than 30 years of global experience to the retail industry, delivering technology that simplifies operations and elevates customer engagement. Our complete ecosystem spans printers, scanners, POS terminals, kiosks, digital signage, mobile solutions, and software, all designed to work together seamlessly and scale businesses.
From faster transactions at checkout to smarter self-service, integrated back-office management, and immersive in-store experiences, Custom provides the solutions that help retailers stay efficient, flexible, and customer-focused.
Trek
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Connect | Countertop and Floor Stand
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Custom America Sales
Channel and OEM Teams
sales@customamerica.com
(855) 287-8648
Maddie Gainza leads partner marketing at Esper, working daily across OEMs, VARs, MSPs, and distributors — a cross-ecosystem view that most board candidates simply don’t have. She brings a PR degree from WSU, a Master’s in Communication Management from USC, and a career built on growing communities and telling stories that move people.
Her platform: amplify the channel’s story so the next generation finds their way in, and build programming around what this community already does better than anyone — competing with courage and collaborating generously.
Jerry Abiog is the CEO and Co-founder of Standard Insights, a predictive analytics/AI software development company started in 2018. He has given talks, both nationally and internationally, on how companies can leverage their data for a competitive advantage and has been interviewed by the Wall Street Journal, Atlanta Business Chronicle, and RFID Journal. Jerry’s goal is to educate companies to play chess with their AI initiatives, focusing on implementing AI solutions for the long term rather than checkers, which only focus on short-term reactive moves.
Jason Diaz is founder and CEO of Bodega AI, an AI-first operating platform for independent retailers. His 30-year career spans payments infrastructure, transportation technology, and AI-native business building. He built TaxiPass, enabling mobile point of sale for 30,000+ taxi operators nationwide. He began his career as a strategic consultant at Monitor Company (now Deloitte) and holds an honors degree from the Wharton School of Business. Jason brings operator-level experience at the intersection of payments, technology, and independent commerce, exactly where RSPA members live every day.
After more than a decade as a software reseller and ISO, Travis transitioned into the ISV space, bringing with him a strong servant-leadership mindset. Today, he leads a team of exceptional people leaders at LINGA, focusing on growth, performance, and customer success. Outside of work, Travis enjoys playing golf and going to the movies.
Allie Haskell is Vice President of Brand and Marketing at CBS NorthStar, current RSPA Software Vendor Board Member, and recipient of the 2024 RSPA Woman of the Year award. With a background spanning support, sales, implementation, marketing and leadership, she brings a real-world perspective and a passion for helping people succeed. Allie is known for building connections, elevating voices, and creating momentum across the industry. She believes the strength of the RSPA community comes from the people behind the work and is committed to helping shape a stronger, more connected future for the channel.
Mahdi Hussein is the Founder and CEO of SuperSonic POS, an operator-built retail technology platform serving local convenience stores, grocery, liquor, restaurant, and specialty retailers nationwide.
With a background rooted in retail, Mahdi built SuperSonic POS to help independent businesses access enterprise technology without enterprise complexity. Under his leadership, the company has expanded to over 3500 stores through innovations in payments, AI-driven tools, loss prevention, and all-in-one commerce solutions designed to help merchants run faster, smarter, and more profitably.
Stephanie is a channel development and marketing leader with experience across the retail technology ecosystem, including roles with an MSP, distributor, and manufacturer. As Director of Channel Development at SpacePole, she focuses on partner engagement, reseller growth, and strategic marketing initiatives within the retail and hospitality IT channel. Stephanie has been actively involved with the RSPA for over a decade through committees, leadership programs, and industry events. Outside of work, she enjoys traveling, sports, great food, and making meaningful connections with people across the industry and beyond.
Till grew up in Dresden, Germany. During his high school years, he developed a strong passion for software development and computer science. In 2006, he joined Combase AG, which was founded by his father, Thomas Freier, in 1994. He quickly took a leading role in the development of the cloud-based point of sale and back-office, KORONA POS. In 2012, he relocated to the United States to lead COMBASE USA in its efforts to bring KORONA POS to the North American market. Today, KORONA POS serves thousands of businesses across the United States and Canada and continues to grow.
For over two decades, I’ve dedicated my career to driving innovation in the Point of Sale and hospitality technology sectors. As the Co-founder and Vice President of Essential Systems Solutions (ESS), I have focused on delivering robust, cutting-edge POS and payment solutions that empower businesses to streamline operations and enhance the customer experience. My passion for shaping the future of retail and hospitality technology also extends to my work on the RSPA Board of Directors, where I collaborate with industry leaders to guide market trends, foster channel growth, and champion the next generation of secure, seamless payment integration.
Lora Coggins, a respected industry leader in the channel community, with more than 40 years of experience in retail technology and POS ecosystem.
She currently serves as Senior Sales Alliance Partner Manager for North America at Diebold Nixdorf, where she focuses on strategic growth and channel partner collaboration. Recognized for her 25-year tenure at Toshiba. A dedicated member of the RSPA community, she has participated in 24 RetailNOW, 10 INSPIRE events and has previously served as board member. Lora is passionate about advancing innovation, education, and next-generation initiatives across the RSPA reseller community. Looking forward to serving our great community.
Payments industry executive with 29 years of experience building, scaling, and leading high-growth organizations across the fintech industry, serving both issuing and acquiring sectors. Don has held several senior leadership roles supporting publicly traded companies, driving revenue expansion, operational execution, strategic partnerships, and national sales growth. Over the last seven years, Don has leveraged that enterprise experience as an independent executive, advising businesses on payments innovation, risk management, customer acquisition, and operational strategy. Known for aligning vision with execution, he brings a practical, board-level perspective focused on sustainable growth, governance, leadership development, innovation and long-term stakeholder value.
Kate Orara, Channel Account Manager at Elo Touch Solutions, brings more than 20 years of channel experience working with resellers, manufacturers, distributors, and partners across the retail technology industry. She has served on the RSPA Board of Directors since 2024 and is passionate about mentorship, partner growth, and strengthening the future of the RSPA. Kate has been actively involved in RSPA communities including WIT and NextGen and is a strong advocate for the RSPA Scholarship Program. She is committed to helping the association continue to grow its impact and value for members across the industry.
