VGM Leases Retail Space for Heartland ‘Training Lab’

Adjacent to convention center 1,100-square foot showroom will feature innovative products and display concepts.

As part of its preparations for its June 12-15 Heartland event in Waterloo, Iowa, The VGM Group Inc. has leased nearby storefront to create a retail training lab during the show.

Situated across the street from the Five Sullivan Brothers Convention Center, the 1,100-square-foot showroom will feature innovative products and display concepts that attendees can examine, learn from, and possibly apply to their business.

“We’re proud to enhance Heartland Conference attendees’ experience by offering this innovative, hands-on approach to learning,” said Rob Baumhover, VGM’s director of retail programs. “The showroom will be designed as an ideal retail store, providing a unique platform to highlight opportunities for our members to strengthen their retail program.”

Attendees will be able to visit the Retail Training Lab throughout the four-day conference. VGM’s online marketing agency, Forbin, will be in the showroom to discuss online marketing tactics and trends to help providers reach their target audience.    

In addition to the lab, Baumhover and the VGM Retail Services team will present a pre-conference strategy-driven session titled Achieving Retail Success. Other retail education for attendees will include presentations on an all-cash, health and wellness business model; inventory management; and how to use retail marketing strategies.        

“If you’re looking to bolster your business’s retail program, then Heartland Conference is a must-attend event,” Baumhover said. “All-inclusive pricing covers education, meals, transportation and a number of social events. You don’t want to miss out.”    

About the Author

David Kopf is the Publisher and Executive Editor of HME Business and DME Pharmacy magazines. Follow him on LinkedIn at and on Twitter at @postacutenews.

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