Reciprocity Road (PPAI 769354) has announced that Perry Wehrle, MAS, will retire from his role as the buying group’s executive director at the end of 2025. Wehrle helmed the leadership role for the past six years.

  • Reciprocity Road is an alliance of 13 distributors located across the United States and Canada.
  • Whitestone is the most recent distributor to join the collective.


With more than seven months to transition to its next era, Reciprocity Road has already begun the search for Wehrle’s successor. According to Tom Goos, president and CEO of Image Source, PPAI 100’s No. 47 distributor and a founding partner of Reciprocity Road, Wehrle will leave behind big shoes to fill.

“Perry’s steady leadership and deep commitment to our core values have left an indelible mark on Reciprocity Road,” says Goos. “He has been a trusted guide and advocate for our collective success, as well as a mentor and friend to many of us.

Perry’s steady leadership and deep commitment to our core values have left an indelible mark on Reciprocity Road.”

Tom Goos, MAS

President & CEO, Image Source

“We are grateful for his years of service and the legacy he leaves behind.”

Wehrle previously served on the PPAI’s Board of Directors, starting his term in 2016.

Growth Amid The Journey

The six years that Wehrle has served as executive director have been crucial to the growth and current presence that Reciprocity Road maintains in the promo industry.

  • The collective included eight distributors when he began his tenure. Now, 13 partners make up the network.
  • Together, the Reciprocity Road distributors account for approximately $300 million in branded merchandise spending, up more than one third since Wehrle became ED.
Being part of Reciprocity Road’s maturation and development into such a collaborative group has been a fantastic journey.”

Perry Wehrle, MAS

Executive Director, Reciprocity Road



“Being part of Reciprocity Road’s maturation and development into such a collaborative group has been a fantastic journey,” Wehrle says. “I’ve always believed that the organization is not just about the partners; it’s the investment in our preferred suppliers, partner sales teams and nonprofit community that matters most and makes us unique.”

As Reciprocity Road conducts its search for a new executive director, it encourages interested candidates to contact the organization at info@reciprocityroad.com.