RICHARD RADIMER, President & Founder

Rich has 30 plus years of experience in retail, representation and regional sales management. After spending eight years as the regional manager for Nakamichi, he founded ProAct Sales in 1991. Rich has justly earned a reputation for a level of product knowledge and sales education that has become a standard in the industry. Besides key account responsibility, Rich oversees all operations of ProAct Sales and Custom Partners. He actively reaches out to the Architectural and Design communities, exposing them to our vendors products and design solutions.

 Rich is a competitive swimmer, enjoys fly fishing, playing his guitar and playing golf. He and his wife are avid movie buffs and love to go wining and dining~when not at barn with horses!

BRYAN BENTLEY, General Manager

In addition to Bryan's role as a sales rep for ProAct Sales, he manages the day-to-day operations for our distribution company. His experience as a United States Marine and his “can do” attitude make him a valued part of the sales team. Bryan’s won numerous Individual Sales Rep awards from our vendors.

Bryan enjoys fishing, rooting for his beloved Jets and Mets and spending time with his wife and 2 children.

DON SEHULSTER, Account Manager

Don is the most recent addition to our team, starting in January 2017. With now over a decade in the CI industry, working for both local dealers and a major manufacturer, Don brings practical hands on installation experience, technical knowledge, and strong sales and marketing skills. In addition, for almost 20 years he has the unique privilege of serving as a pastor which has given him valuable skills to positively influence people in business and help them flourish.

In his off time, Don enjoys spending time with Sue, his wife of 20 years, and their two children: Aidan, 14, and Grace, 11 - and their rescue dog Penny. An avid audiophile for over 30 years, he has a vast collection of vinyl and digital music that he enjoys listening to on vintage tube as well as cutting edge digital technology.  


Michael is a new addition to the team for 2014, bringing his 15 years of experience in CI sales & design engineering.  Already familiar with our products from the Dealer side, Michael brings a unique perspective to meeting dealer needs & expectations. This perspective puts Michael in the position of being a great resource to his dealers, bringing knowledge of product specification, system design/layout,  bid/quote preparation, sales, engineering, block diagrams, RCPs, connection sheets, project management and automation programming.

When Michael is not supporting dealers, he enjoys playing with his home electronics and integrating nearly useless devices into his automation system “because he can”.  

PATTY RUSSO, Sales Manager

Patty started in this industry in the early 80’s as an assistant buyer for Harvey Electronics.  She moved on to the rep world employed at the Newhope Corp for 14 years serving the industries’ finest electronic retailers and CI’s.

On the personal side, our entire company has an intense love of animals, especially dogs – yep, we all have one.  We enjoy our occasional doggie days in our office. Patty’s NY Mets continue to disappoint me but she keeps rooting for them. Simple things make her happy, especially downtime at home with her husband Jack and beagle Winnie.  Her years with ProAct Sales has proven to be “fulfilling, rewarding and loving the people you work with!”  Longevity within our company has proven it, not to mention that she has known Rich over 25+ years.


DANA MILLER, Office Administrator

Dana is responsible for supporting all sales, service and communication efforts with our dealers and vendors.  Dana successfully utilizes her leadership skills to manage all aspects of the office, and her commitment and dedication to the company is evident in her work production.  Her professional and friendly demeanor makes her one of the best inside people in the business.

Away from the office, Dana spends time with her husband and 3 active children.  She is proud of her Irish roots, which have made her a fun loving, family oriented woman. Most weekends are spent on a sports field or with family and friends.

JACK RUSSO, Warehouse Manager

Jack spearheads  our distribution company’s warehouse operations. His continuous monitoring of inventory assures that items are always available for shipping the same day. His organizational skills are surpassed only by his love for music and sports, especially the local New York teams. Customers who come in to pick up product will always be greeted with a friendly smile and a helping hand.