For more than three decades, John Riches has been a fixture in the Canadian cleaning industry—a connector, a mentor, and a steady hand guiding relationships among manufacturers, distributors, and end users. This year, his lifelong dedication was recognized with the ISSA Manufacturer Representatives’ Distinguished Service Award, an honor celebrating those who have strengthened the industry through leadership, service, and collaboration.

“I was on the Rep Council for 17 years and voted for this award every year,” Riches said with a laugh. “Never in a million years did I think I’d be on the receiving end of it. It’s truly an honor, especially being in the company of past winners like John Miller and others I respect deeply.”

Now recently retired as president of Riches Associates, the firm he founded in 2001, Riches reflects on a career that’s defined not just by success in sales, but by an uncommon commitment to people.

From the ground up

Riches’ career began modestly, spending two years with Tenaquip SCN in Canada before moving into a distributor sales role. “I needed sales experience,” he said. “A couple of years in distribution gave me that foundation.”

He was then recruited by Marino Manufacturing—known today as M2 in Canada—where he served as a territory manager for four years. “That’s where I really learned how the manufacturing side worked,” Riches recalled. “Dealing with distributors and end users taught me so much about the value of those relationships.”

In 2001, he struck out on his own, founding Riches Associates as an independent manufacturer’s rep firm. The early years required persistence and trust-building, but within a few years, his firm expanded across Canada, representing some of the largest and most respected manufacturers in the industry.

Even in retirement, Riches remains proud of what his team has built. “Business is good,” he said. “My partner, Alan McCabe, is running it now—and I’m sure he’s doing a better job than I ever did.”

Adapting to a changing landscape

Over his three decades in the field, Riches has witnessed sweeping change. “When I first started, there were probably four times as many distribution customers in Canada as there are now,” he said. “Acquisitions and mergers have reshaped the entire market.”

While manufacturers have remained relatively consistent, the nature of the rep’s role has evolved dramatically. “We’re now being called on to go beyond traditional selling—to make more end-user calls, to provide product insight and technical support on behalf of both the manufacturer and the distributor,” Riches explained. “That’s the biggest change I’ve seen in the last 25 years.”

For him, adaptation was never optional—it was essential. “You have to stay flexible and forward-looking. That’s how you stay valuable to your partners.”

Relationships as the real product

If there’s one thing that defines Riches’ approach, it’s his belief in teamwork and relationships. Some colleagues have described him as a “relationship builder,” a label he accepts with gratitude. “That would make sense,” he said, smiling. “I’ve always believed a team is stronger than any individual.”

He credits his sports background for shaping that perspective. “When you look at manufacturers, distributors, and end users, it’s like connecting teammates—you have to get everyone working together and on the same page. When that happens, everyone wins.”

Riches also credits ISSA for providing the platform to build those connections. “Through ISSA, I’ve met incredible people—other rep groups, manufacturers, distributors. The more you do for each other, the more successful you become.”

Giving back from the heart

Service, for Riches, extends well beyond business. He’s long been involved with ISSA Charities, finding special meaning in Cleaning for a Reason, which provides free cleaning services to cancer patients. That mission became personal after losing his sister in 2007.

“At the time, I didn’t know how to give back,” he said. “When the opportunity came to join the ISSA Charities Board, the light bulb went on. I realized I could honor my sister’s memory by helping others through this cause.”

Riches believes giving back doesn’t have to mean grand gestures. “Everybody has the ability to contribute—whether it’s volunteering or donating,” he said. “It’s about doing something meaningful with what you have.”

Advice for the next generation

As he looks back, Riches hopes younger professionals in the industry will follow his example and get involved. “We reps are the glue that bonds the industry together,” he said. “We touch every aspect of it.”

His advice is simple but sincere: “Work hard. Be diligent and professional. Make as many calls as you can—but don’t overlook the power of networking. Get involved with ISSA, with your peers, with your community. Don’t sit on the sidelines.”

He credits his long ISSA tenure to one fateful phone call from Keith Angel, then director of the reps. “Keith called me and said, ‘We need a token Canadian on the Rep Council.’ After 17 years, they couldn’t get rid of me,” Riches joked. “I’m surprised they even voted for me after all that time.”

A legacy built on connection

From his earliest sales calls to his last day in the field, John Riches has built his legacy on something simple yet powerful: Connection. Whether he’s mentoring a colleague, serving on a board, or linking manufacturers and distributors across Canada, his influence reaches far beyond transactions.

“You’re only as strong as your relationships,” he said. “That’s true in business—and it’s true in life.”