GTIA CEO Dan Wensley: ‘From Cybersecurity To AI, MSPs Are Navigating Seismic Shifts’

‘We empower members to tell us what they need. Then we support them to create real, useful tools. That’s how GTIA serves, not as a vendor but as a neutral force for problem-solving,’ says GTIA CEO Dan Wensley.

As AI and cybersecurity continue to dominate the tech landscape, the Global Technology Industry Association works alongside MSPs to enable actionable steps that will help them grow their business.

“That’s how GTIA serves, not as a vendor but as a neutral force for problem-solving,” GTIA CEO Dan Wensley told CRN. “We empower members to tell us what they need. Then we support them to create real, useful tools.

“From cybersecurity to AI, MSPs are navigating seismic shifts,” he added. “They’re trying to run profitable businesses while adapting to emerging tech, and AI is dominating those conversations.”

Under its new GTIA rebrand, the industry nonprofit held its ChannelCon conference in Nashville, Tenn., this week where the association announced a major expansion of its philanthropic initiatives, committing $1.5 million to nonprofit organizations by the end of 2025.

Backed by a strong endowment, the expanded giving portfolio includes member-directed global giving, a new grants program and investments in host cities where GTIA holds major events. This year, GTIA awarded $50,000 to local nonprofit Black Lemonade, which supports underserved youth through its tech-focused Digital Black program.

Additionally, it awarded $420,000 to more 20 nonprofits worldwide that support initiatives in STEM education, rural tech access and AI in classrooms.

And the association will continue to support IT channel community as well. Through surveys, educational initiatives and partnerships, GTIA is helping the community deliver value to their customers with support, enablement and resources to grow.

CRN spoke further with Wensley about how GTIA supports the community, its philanthropy work and what’s to come for the association.

What are you hearing from MSPs about current challenges and opportunities they’re facing?

It’s innovation, hands down. From cybersecurity to AI, MSPs are navigating seismic shifts. They’re trying to run profitable businesses while adapting to emerging tech, and AI is dominating those conversations. But there’s a cautionary tale in the air: don’t overcorrect into AI. MSPs are saying, “We get it, but we’ve got businesses to run today.” That’s the balance they’re facing: managing transformation without losing sight of present-day priorities.

So how is GTIA supporting MSPs with cybersecurity and AI education?

It starts with our four pillars: people, resources, community and advancement. Our latest SMB study is a resource . The next step is community: conversations, advisory councils, white papers, shared insights. Let’s say 40 percent of SMBs care about cyber that means 60 percent don’t. How do we close that gap? We empower members to tell us what they need. Then we support them to create real, useful tools. That’s how GTIA serves, not as a vendor but as a neutral force for problem-solving.

So you are 100 days into the role. What have you learned so far and have you hit any initial goals?

It’s been a whirlwind. We set four key objectives for the first 100 days, and I’m proud to say we’ve exceeded them all. First, we had to align with leadership, the board and the executive team. We got there. We’re locked in on what’s possible for this organization and where we’re going. That alignment has been foundational.

Second, we needed to really listen to our members. I’ve traveled across the globe holding town halls, talking about our thesis for the future and gathering feedback. We were in all the global regions making sure our vision matched what the community wants from their trade association.

Third, we focused on elevating our events. ChannelCon, now powered by GTIA, had to set a new standard. From media to engagement to content…we hit nine core objectives before the doors even opened.

And finally, we wanted to make sure people felt the vibe, the excitement, around what GTIA could be. And the feedback has been clear: we’re on the right path

GTIA is also at the 200-day mark, are you where you want to be? What’s next?

Honestly, we’re ahead of the curve. We hit every one of our 200-day objectives. The board aligned this week. In August, our leadership team will translate that into executable plans. By November, we’ll walk into our next board meeting with new announcements and real momentum.

The rebrand, forming GTIA and establishing it as its own identity was a huge moment. Creating a new logo or a bracelet is easy. Getting true adoption in the minds of our staff, members and the broader channel? That’s the real work. And we’re doing it.

What’s unique about GTIA’s charitable investment philosophy? And with the $1.5 million in giving, how do you decide where the money goes?

The new GTIA Charitable Foundation is governed by our board, and it’s collaborative to the core. This isn’t GTIA just handing out money, it’s members being part of the process. They have a voice in where the funds go. We’re working with third-party counsel, setting up strict criteria and a defined process for maximum impact, all with member input.

So as GTIA hits 200 days, what’s your message to MSPs about what’s to come?

We’re doubling down on what matters. First, people: individuals need to feel connected and see value in their membership. Second, resources: we’re investing more in actionable content and tools. Third, community: giving members a real platform to collaborate. And fourth, advancement: whether it’s your career, your business or your customers we want to help move the needle.