2026 Lifetime Achievement: Ben Reeves Recognized for a Career Defined by Integrity, Mentorship and Industry Impact

For more than three decades, Ben Reeves has been a familiar and respected figure in the ground support equipment industry. His career has stretched from the sales floor of TUG Manufacturing to helping introduce new cargo-loading technology to North America, all while also serving as a steady advocate for honesty, customer service and long-term relationships across the aviation community.

Now serving as Executive Vice President of Power Stow Americas and Chair of the International Airport Equipment Manufacturers Association (IAEMA), Reeves is the recipient of Ground Support Worldwide’s 2026 Lifetime Achievement Award. The honor reflects not only his professional accomplishments, but also the reputation he built over decades in an industry he describes as close-knit, demanding and deeply relationship driven.

Interestingly, Reeves’ path into aviation was not carefully mapped out. Unlike many long-time industry veterans, he did not grow up dreaming about airplanes or airports.

“I didn’t know what GSE was,” Reeves admitted while reflecting on the beginning of his career. “I was glad to have a job.”

Learning the industry from the ground up

That opportunity came in 1993, when Reeves joined TUG Manufacturing as a sales representative. Initially focused on smaller U.S. airlines, he steadily moved into larger accounts before eventually taking on international responsibilities and, later, worldwide sales leadership.

Reeves even got hands dirty on some GSE early in his career, noted Ken Brown, President and EVP of Sales at Power Stow.

“When starting his sales career at TUG, Ben actually participated in the building of a belt loader,” Brown said, “which helped give him insight and perspective as well as credibility with his future customers.”

The industry itself ultimately became part of the appeal.

“I realized pretty quickly this was an industry I wanted to stay in, there’ve been so many good people,” Reeves recalled. “Even my competitors and other salesmen in the industry are great people who’ve become lifelong friends.”

Building trust through transparency

Those relationships became foundational to Reeves’ philosophy and leadership style. He learned early that aviation ground support is both highly interconnected and heavily dependent on trust.

“This is a fairly small industry, and there are no secrets,” Reeves said. “Your personal reputation is very important.”

That perspective shaped the way he approached customers, colleagues and challenges throughout his career. Reeves repeatedly emphasized the importance of transparency, particularly when dealing with difficult situations.

“You’ve just got to be totally honest with people and treat them fairly and with respect,” he said. “If you treat someone poorly in this industry, everybody knows about it before the sun goes down.”

That reputation extends well beyond his own company. Brown described Reeves as “well known at any GSE event worldwide,” and credited him with helping connect people across the industry.

“Ben is well known for his calm, approachable demeanor,” Brown said. “He’s also been a fantastic leader, coach and mentor to many over the years.”

Reeves recalled learning some of those lessons during difficult periods involving production delays and delivery issues earlier in his career. Rather than avoiding uncomfortable conversations, he found that direct communication strengthened long-term credibility.

“I learned to be very upfront with people, and that’s helped me retain credibility with customers,” he said. “I learned to under promise and over deliver.”

That same approach extended to quality concerns and product support. Reeves emphasized that aviation equipment manufacturing depends on responsiveness and accountability.

“We supply machines that are assembled by humans, and humans make mistakes,” he said. “When necessary, we’ve been able to turn a negative situation into a positive experience for the customer, just by responding quickly and being upfront and honest.”

Bringing rollertrack technology to North America

While Reeves built a strong reputation during his years at TUG, one of the defining chapters of his career came after he briefly stepped away from aviation entirely. Following several years outside the industry, he reconnected with Power Stow founder Martin Vestergaard, who had previously discussed bringing the company’s rollertrack conveyor technology to the North American market.

Despite being unsure at the time whether the concept would gain traction in the United States, he expressed a passion for it.

“When I first went to work for Power Stow, I said, ‘Martin, I think I can bring this product to the customers,’” Reeves recalled.

Brown credited Reeves with spearheading Power Stow’s expansion into the North American market alongside Arly Wurtzen in 2014, helping grow both the company’s footprint and the visibility of rollertrack technology throughout the region.

Reeves helped introduce airlines and ramp operations teams to the system designed to reduce the physical strain associated with loading luggage deep into aircraft cargo compartments.

Without such a conveyor system, Reeves explained, ramp personnel often kneel near the aircraft cargo door and manually throw heavy bags long distances inside the compartment.

“With the advent of baggage fees, that family of four traveling to Disney World is not taking four suitcases anymore,” Reeves said. “They pack it all into two, so the suitcases have gotten heavier.”

Combined with an aging ramp workforce, the physical demands created growing ergonomic and injury concerns.

For Reeves, one of the most satisfying aspects of the product’s success has been the response from frontline workers themselves.

“The ramp employees became our biggest advocates because it makes their lives easier,” he said.

Justin Brennan, Vice President of Sales at Power Stow, said, “Ben has a passion for the frontline airline worker. He knew the Power Stow Rollertrack would make the lives of the ramp agent safer and bring longevity to their career.”

Brennan added that Reeves persisted even when the technology initially faced resistance in North America.

“Ben was able to bring to market a product that has vastly improved the personal lives of our frontline aviation employees,” he said.

Under Reeves’ leadership, Power Stow Americas expanded significantly. What began as a one-person operation eventually grew into a 50,000-square-foot facility with approximately 40 employees.

Along the way, Reeves became known not only for sales leadership, but also for helping foster a strong culture around customer support and teamwork.

“The salesperson gets the first order, but you don’t get the second order without good production and after sales folks behind you,” Reeves said. “If you don’t have that team behind you, you’re not going to be successful long term.”

A legacy of mentorship and leadership

That appreciation for teamwork is reflected in the people Reeves credits throughout his career. He pointed to his wife, Amy, their children, Kirstie, Amanda and Wood, as well as mentors and colleagues who’ve helped shape his professional journey. Among them are his late father-in-law, Don Chapman, longtime colleague Julie Hendricks, the Vestergaard family, and several former leaders and coworkers from TUG.

“John Keating was a mentor of mine - a boss and a friend - and our current CEO, Henrietta Olson, has also been a major influence,” Reeves said.

Even as Reeves approaches a gradual form of retirement, he remains focused on ensuring continuity for the next generation of leadership. He’s transitioning into an advisory board role at Power Stow Americas while helping train Brown as his successor.

He also expressed pride in the experienced sales and leadership team that remains in place, including Brown, Brennan and Hendricks, as well as Mike Magnotti and Russ Yeager.

“Between them, they have 130 years of experience in the industry,” Reeves said. “It’s quite a good team. I’m proud of that, and I feel really good about stepping back and letting those guys run with it.”

For younger professionals entering the aviation ground support industry, Reeves’ advice remains consistent with the principles that guided his own career. He encourages newcomers to seek out organizations that prioritize customers, build quality products and stand behind their equipment after the sale.

Most importantly, he believes integrity remains non-negotiable.

“Always be honest, even when it’s painful, and protect your personal reputation,” Reeves said.

Beyond the products and sales milestones, colleagues repeatedly pointed to Reeves’ mentorship as one of his most enduring contributions to the industry.

“Ben’s lasting impact has been through mentorship and leadership of some of the best and most well-known GSE industry veterans,” Brennan said. “I have personally benefited from Ben’s willingness to mentor, lead and develop people to better serve the greater industry.”

That legacy of mentorship, combined with Reeves’ long-standing advocacy for customers and frontline workers, helped shape a career that has touched nearly every corner of the GSE community.

The relationships Reeves built over the years are also what continue to make industry gatherings like the GSE Expo meaningful to him.

“You build all these relationships around the country,” Reeves said. “Then, all of a sudden, you get to Las Vegas, and all those folks come to one place. It’s kind of like a family reunion.”

Receiving a Lifetime Achievement Award has given Reeves an opportunity to reflect on the breadth of those relationships and experiences. His response to the honor was characteristically modest.

“I’m very honored and humbled,” Reeves said, admitting, “It kind of makes me feel a little bit old.”

Though at 58, Reeves is by no means old, and his legacy remains timeless. For an industry built on reliability, operational trust and long-term partnerships, Reeves’ career serves as a reminder that leadership is often measured not only by innovation or growth, but just as much or more by consistency, honesty and respect earned over time.