Natalie Forster

Natalie Forster is the director of communications for the American Supply Association (ASA), where she leads the association's public and media relations strategy, social media efforts, and member-focused online and print communications. Prior to joining ASA, she was the Editorial Director of Plumbing & Mechanical and Supply House Times. Before that, she served as an editor and digital content director for Southern Trade Publications, a publishing company focused on the PHCP trades and real estate industries. Natalie holds a bachelor's degree in communication studies from the University of North Carolina at Greensboro.

Built to Scale, Designed to Stay Local: Lessons From Winsupply at 70

Winsupply’s 70-year model underscores how decentralized decision-making and strong leadership pipelines can sustain growth in a shifting market.

Natalie Forster

May 11, 2026

Seventy years in, Winsupply occupies a unique position in the PHCP-PVF distribution landscape. It is, by every measurable standard, a national player. Yet, it operates in a way that looks fundamentally different from the centralized models that have come to define much of the industry’s consolidation era.

Premier 150: The Top PHCP-PVF Distributors of 2026

Commercial strength, consolidation and a sharper focus on profitability defined a year of steady, more intentional performance across the channel.

Natalie Forster

May 7, 2026

Combined revenue across this year’s Premier 150 once again underscores the immense scale of the channel, with distributors collectively generating hundreds of billions in annual sales.

From the Editor | Natalie Forster

From Reporting to Serving

A new role means new opportunities to serve PHCH-PVF distributors.

Natalie Forster

April 10, 2026

By the time you’re reading this, I’ll be on my way to ASA’s headquarters to hit the ground running on this new journey. I could not be more excited for the opportunity to work for the association I have been fortunate to partner with and admire throughout my time at BNP Media. I truly believe that ASA helps distributors do their jobs better, and I am thrilled to be joining that mission.

The State of AI in Distribution

Why speed, not scale, will define the next era of PHCP-PVF; steps distributors can take now.

Natalie Forster

April 8, 2026

According to recent research from McKinsey & Company, AI adoption has surged over the past two years, with a growing share of organizations reporting measurable impact on revenue, cost reduction and customer engagement.

Famous Supply J-TEC training facility grand opening

Famous Supply honors Jay Blaushild’s passion for training with the opening of its 25,000-square-foot J-TEC facility

Building on a legacy of learning

Natalie Forster

April 3, 2026

Long before the ribbon was cut on a 25,000-square-foot, state-of-the-art training facility in Maple Heights, Ohio, the foundation for the Jay Blaushild Training & Education Center (J-TEC) was already firmly in place.

PHCP-PVF price increases April 2026

Targeted increases across plastics, metals and HVAC components continue into April, signaling a more surgical pricing environment for PHCP-PVF distributors.

Natalie Forster

April 2, 2026

The latest round of adjustments, effective from mid-March through mid-April, reflects that same trend, with manufacturers implementing measured increases across venting systems, brass and PVF components, thermoplastics, HVAC parts, controls and copper fittings.

Fabricated steel imports expose gaps in tariff policy

As Section 232 targets raw materials, downstream assemblies slip through, reshaping pricing dynamics for PHCP-PVF distributors.

Natalie Forster

April 1, 2026

In the United States, the current steel tariff structure is rooted in Section 232 of the Trade Expansion Act, which imposes duties of up to 25% on imported steel, with some increases reaching 50% in recent policy adjustments. These tariffs were designed to safeguard domestic manufacturing and national security interests, but they primarily target raw steel and certain derivative categories, leaving gaps that global suppliers have learned to navigate.

And So It Flows Podcast

AI adoption in distribution starts with action, not perfect data

Brooks Hamilton says speed, decision-making and sales impact will define winners in the next wave of AI

Natalie Forster

March 30, 2026

Artificial intelligence has quickly moved from buzzword to boardroom priority across PHCP-PVF distribution, but for many companies, adoption still feels stalled before it even begins. According to Brooks Hamilton, principal at AI Strategy Advisors, that hesitation often comes down to a long-standing misconception: that AI requires perfectly clean data before companies can get started.

Oil Refinery Gas Chemical Equipment Production in Saltend at East Riding of Yorkshire, UK

Oil price surge drives up freight costs for distributors

With the Strait of Hormuz effectively shut down, distributors face rising transportation costs, material price pressure and renewed uncertainty.

Natalie Forster

March 20, 2026

The Strait of Hormuz is normally responsible for moving roughly 20% of the world’s oil supply has not been officially shut down in a legal sense. Instead, it has become functionally impassable for much of global shipping, creating the same supply shock as a formal closure. For global energy markets, and for the supply chains that depend on them, the impact is identical: constrained supply, rising prices and widespread uncertainty.

EPA launches initiative to strengthen U.S. drinking water systems

RealWaterTA initiative targets aging infrastructure, regulatory compliance and technical assistance for utilities.

Natalie Forster

March 12, 2026

Announced March 4, the initiative, Real Water Technical Assistance (RealWaterTA), refocuses federal resources on technical support and practical guidance for water systems, particularly those facing operational, financial or regulatory challenges.