GTIA opens ChannelCon 2026 registration in San Diego

GTIA has opened registration for ChannelCon 2026, its annual gathering for the IT channel.

The conference will be held in San Diego, with free registration for GTIA members.

ChannelCon is aimed at IT service providers, vendors, distributors, consultants and other businesses in the technology channel. The event will feature education sessions, keynote appearances and a new awards programme focused on artificial intelligence.

This year's theme is "The Channel Effect", and the programme will cover four areas: ITSP Success, Community Insights, Tech Trends and Vendor Education.

GTIA is also inviting speakers to submit session proposals. The call is open to IT service providers, vendors, distributors, innovators and consultants.

Alongside the conference, the organisation is launching the inaugural GTIA Innovate Awards. The awards will recognise production-deployed AI tools built by IT service providers in two categories: Best Internal AI Solution for an ITSP and Best Customer-Facing AI Solution.

Members can enter the awards free of charge. Non-members can enter for $195, which includes a one-year GTIA ITSP membership and free ChannelCon registration.

Innovate Awards winners will receive a USD $20,000 cash prize. Finalists will present their entries live at the conference before winners are chosen through expert evaluation and peer voting.

Member Offers

GTIA is also offering an extra incentive for early registrants from the IT service provider community. The first 100 ITSPs to register by the deadline will receive an on-site session in a professional video studio at the event.

The package includes a private 30-minute studio shoot, production support and a finished marketing video delivered after the conference. Studio access will be allocated on a first-come, first-served basis.

MJ Shoer, Chief Community Officer at GTIA, said the event is designed to support business growth for channel companies. "ChannelCon isn't just an event, it's the catalyst that amplifies everything that ITSPs need to grow and scale their businesses," Shoer said. "Through this annual event, we empower IT channel professionals and organizations with expert-driven, vendor-neutral guidance so every attendee walks away with practical solutions, strategic clarity, and stronger relationships built on trust and shared purpose that they can implement in the business immediately. This is where member benefits come to life."

The agenda will also include keynote sessions from filmmaker Ron Howard and author Alex Banayan, followed by a closing celebration featuring music by Royal Machines and guest performances from artists associated with 1980s popular music.

Broader Push

Beyond the conference, GTIA used the launch to highlight wider member initiatives, including PeerTrust Circles, a peer collaboration model built around benchmarking, leadership development and cybersecurity discussions in smaller groups.

According to the association, the circles were developed in response to member requests for more frequent and more intimate meetings. Attendees also often cite relationship-building as one of the most valuable outcomes of ChannelCon.

Nancy Hammervik, Chief Channel Officer at GTIA, said the conference content is shaped by member feedback. "ChannelCon has one clear agenda: the success of our members and attendees," Hammervik said. "Content is shaped by and for our members. Our goal is to ensure insight, education and resulting conversations reflect what the channel needs most."

GTIA describes itself as a vendor-neutral membership body representing the global IT channel. It serves hundreds of thousands of professionals from more than 2,500 IT service providers, vendors, distributors and other businesses in the sector.

The conference's education programme will focus on operations, cybersecurity, AI, leadership and business performance. Attendees will also be able to access GTIA research, templates, benchmarking tools and market data as part of the event.

Shoer said the conference brings together a broad cross-section of the channel ecosystem. "This event is where the channel's key players, including ITSPs, founders, principals, operations, sales, and service delivery professionals, vendor and distributor channel leaders, emerging tech innovators, consultants, entrepreneurs, solopreneurs, and early-career professionals, come together to shape the future," Shoer said.