Russell Cellular | Connections | 2025

2025

FROM CRISIS TO CARE Russell Cellular’s commitment to community and recovery.

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FROM THE FEED

CHIEF EXECUTIVE OFFICER Jeff Russell CO-FOUNDER Kym Russell PRESIDENT Jeven Russell CHIEF OPERATING OFFICER Darin Wray CHIEF FINANCIAL OFFICER Robert Lister CHIEF STRATEGY OFFICER Nathan Mindeman VICE PRESIDENT OF EXECUTIVE SUPPORT Layton Alsup CHIEF SALES OFFICER Daniel Hyder AREA VICE PRESIDENT OF SALES Brad Boman AREA VICE PRESIDENT OF SALES Anthony Badalamenti AREA VICE PRESIDENT OF SALES Khris Stillman VICE PRESIDENT OF LEARNING & DEVELOPMENT Kurt Reinhart DIRECTOR OF RC CARES Ron Wallace

2111 S. Eastgate Ave., Springfield, MO 65809 PHONE: 417-883-7417 / FAX 417-889-7417 417MAG.COM KATIE POLLOCK ESTES / EDITORIAL DIRECTOR JORDAN BLOMQUIST / EDITOR ALEX WOLKEN / ART DIRECTOR SARAH PATTON / CREATIVE DIRECTOR BRANDON ALMS / SENIOR PHOTOGRAPHER CONTRIBUTING WRITERS AND PHOTOGRAPHERS Karly Balslew, Hope Davis, Juliana Goodwin, Sonia Guzman, Mary Ellen Chiles, Megan Price LOGAN AGUIRRE / PUBLISHER MEGAN JOHNSON / VICE PRESIDENT OF OPERATIONS & CUSTOM PUBLICATIONS GARY WHITAKER / FOUNDER JOAN WHITAKER / FOUNDER

Photos courtesy Russell Cellular

Visit our social media sites to learn about the latest developments from Russell Cellular.

And for the latest RC Cares news, be sure to follow the main Russell Cellular feeds.

FACEBOOK.COM/RUSSELLCELLULAROFFICIAL LINKEDIN.COM/COMPANY/RUSSELLCELLULAR @RUSSELL_CELLULAR RUSSELLCELLULAR.COM 1

TOC / KYM'S NOTE

HELLO RC FAMILY, As we turn the page on a new issue of

other up. We take initiative to improve,

RC Connections, I am reminded of just

both as individuals and as a team. And

how vital it is to keep moving forward—

we show up to serve—because that’s

even when the path feels uncertain or

who we are.

the challenges seem especially tough.

This issue is dedicated to those

At Russell Cellular, our mission has al-

who continue to take the next step,

ways been to provide the best wireless

no matter how small. You inspire us

experience to every customer, every

all by moving forward with courage,

time. But more than that, it’s about how

compassion and commitment to doing

we care for every person—our custom-

what’s right. As you read these stories,

ers, our teammates, our communities

I hope you feel proud to be part of a

and ourselves.

company—and

In times of uncertainty, our core values of Integrity, Expertise, Initiative

a

community—that

faces every season with heart.

Here’s to moving forward—together.

and Service are more than just words—they are our compass. They

With gratitude,

guide us through moments of doubt

Kym Russell

and help us find purpose, resilience and hope. We act with honesty and respect, even when no one is watching. We share knowledge to lift each

2 RC CONNECTIONS / 2025

Photo by Katy St. Clair

CONTENTS / TOC

A CLOSER LOOK Russell Cellular supports team members’ growth from day one to leadership and beyond.

PG

24

ON THE COVER As storms disrupted lives in North Carolina, Russell Cellular made sure no

Dylan Fox, Ben Winterton, Kurt Reinhart, Taylor Stafford, Eddie Hash and Herbie Upshaw make up the Learning and Development team at Russell Cellular.

team member had to face recovery alone.

P. 16

P. 5

P. 13

P. 32

RUSSELL CELLULAR'S COMMITMENT TO COMMUNITY AND RECOVERY

SEE RC CARES IN ACTION

HEAR FROM KURT REINHART

BALANCING WORK AND LIFE

Through companywide

RC’s Vice President of

Jamie Hall’s sense of

efforts, RC Cares raised

Learning & Development

purpose outside the

$10,000 for the family

shares insights and

office fuels the kind of

of Malayah Banks at the

advice on leadership

leadership he brings as a

beginning of 2025.

development.

District Sales Manager.

Photos courtesy Herbie Upshaw and Russell Cellular

RUSSELLCELLULAR.COM 3

LIFE / SPOTLIGHT

earned three promotions along the way and has been recognized for excellence in every role. Yet, it was during her time as a store manager that Krissa realized leadership was her true calling. “I found that I had the opportunity to truly impact and change people’s lives in ways I never imagined,” she says.

Krissa’s leadership philosophy is simple but powerful: prioritize people. By focusing on praise and recognition and investing in each team member’s strengths, Krissa creates a culture where leaders are born.

In fact, her region recently celebrated the promotion of two store managers to district sales managers, a proud moment that highlights her team’s commitment to growth.

“Watching others achieve their goals is the most rewarding part of what I do,” Krissa says. “It reminds me why I fell in love with leadership in the first place.”

Krissa’s top priority? Helping her DSMs maximize their potential, both in compensation and company initiatives. Her vision for the coming year is ambitious and inspiring: every DSM placing in the top 10, and the region clinching a top-three company ranking.

Staying connected with her geographically widespread team takes a lot of travel, plus even more phone calls, but Krissa wouldn’t have it any other way. "If I have service and

LEADING WITH

When Krissa Shewey walked into her first

can make a call, I'm on the phone connect-

HEART

wireless sales role in 2014, she was simply

ing with someone," she says. Whether it’s a

looking for a part-time job while attend-

check-in with a district manager or celebrat-

ing college. Fast-forward a decade, and

ing a big win, she makes sure her team feels

she’s now a Regional Director of Sales for

seen, heard and valued.

Krissa Shewey’s journey to regional success.

Russell Cellular, leading eight district man-

Krissa lives by a leadership motto that

BY MEGAN PRICE

agers with a style rooted in reliability, ser-

champions create more leaders. She’s not

vice and empowerment.

just building a successful region—she’s

Krissa’s rise through the RC ranks is a testament to hard work and heart. She’s

4 RC CONNECTIONS / 2025

shaping the future of RC, one empowered team member at a time.

Photo courtesy Krissa Shewey

Katie Bennett, Demond Banks and Store Manager Amber Jeffries

SHOWING SUPPORT / LIFE

A

MICRO SUCCESS STORY

BY HOPE DAVIS

Tori Smock Customer Service Assistant Manager

RC CARES IN ACTION RC Cares raised $10,000 for the family of Malayah

Ron says stories like these inspire RC and the

Banks through companywide efforts.

community to support others in tough times.

BY HOPE DAVIS

“We tell these stories to highlight the people that stepped in to do something they didn’t have to do for the right reason,” he says.

RC Cares Director Ron Wallace knows that

Along with holiday candygrams, RC Cares

money can’t fix a tragedy, but it can alleviate

raises funds through $1 T-shirt days at the

the stresses that come with it. The philanthropic

Home Office and Call Center. While $1 is the

arm of Russell Cellular, RC Cares, raises mon-

minimum to participate, many team members

ey for causes in the communities RC serves.

give more.

Since RC Cares was created in 2018, it’s given away $3.8 million.

Tying RC Cares projects to in-house fundraisers helps build a supportive culture at RC. “It’s

At the start of 2025, 18-month-old Malayah

about doing what we can to make the biggest

Banks died from injuries she suffered in the

impact possible,” Ron says. “And when we all

care of a babysitter. One of her family members

do our part, we see lives changed, and that’s

works for RC, and RC Cares helped local team

why RC Cares.”

members organize a donation drive to support them. “Money will never be able to fix problems of this magnitude,” Ron says. “We aren’t trying to fix them. But we can come alongside our team members who are hurting and help.”

Through a companywide effort, RC Cares raised nearly $10,000 for the Banks family. RC stores raised money from donations and the sales of the RC Cares line of products.

At RC’s home offices and call center, employees raised nearly $1,000 through a Valentine’s Day candygram drive. Each candygram cost at least $1, with proceeds supporting the project.

Photo courtesy Russell Cellular

GOOD BY THE NUMBERS

$9,839.74

Raised in the Malayah Banks project

$1,000

Nearly at Home Office and RCCS combined

IN 2024

$175,000 RAISED $440,000 GIVEN AWAY

“When one of our reps, Ben, had a baby in the NICU, we knew we wanted to do something to show our support. Ben had always been open about his personal life, and this felt like an opportunity to rally around him as a team.

We’d done candy grams in the past, so I thought—why not bring that idea back? I created a donation spreadsheet and visited each team to collect contributions. In addition to candy gram purchases, a few people chose to donate extra.

All together, we raised about $795. After covering the cost of the candy grams—roughly $200—we were able to give Ben’s family around $500 to take home.

It was around the holidays, a time that can be tough for many.

I bought candy canes and made little cards for each one. My manager and I sat down and taped them all together. Then, as coaches, we handed them out to our teams.

It ended up being a much bigger initiative than I expected— and a really special reminder of the power of small gestures and team spirit.”

2018-MARCH 2025

$1.3 MILLION RAISED $3.8 MILLION GIVEN AWAY

RUSSELLCELLULAR.COM 5

LIFE / RC CARES

SHELTER FROM THE STORM North Carolina team members were grateful

gave her a one-time cash bonus so she

for RC Cares’ support after Hurricane Helene.

could focus on rebuilding her life. “They

BY MARY ELLEN CHILES

were more concerned with us surviving than whether we could get to work,” Hollie says.

It was just one way RC Cares took care of

Hollie Banks, Store Manager in Spruce

Flooding in North Carolina

her after the storms.

Pine, North Carolina, could only watch as

The EEF is funded by donations from team

Hurricane Helene hit the area last fall. Her

members. Employees can donate as little as

house in nearby Burnsville stayed intact,

one dollar or as much as a paycheck if they

closed from September 28 to November 18.

but her driveway washed out. She also lost

wish. “It showcases the hearts of our team

Hollie says it gave her peace of mind to fo-

power and worried about colleagues she

members taking care of our own,” Russell

cus on rebuilding instead of worrying about

couldn’t reach. “No one knew what hap-

Cellular President Jeven Russell says.

lost income.

Hollie learned about the fund from her

RC Cares raised money all over the coun-

She spent days at her sister’s house, re-

DSM, Jamie Hall. The support came at just

try. Typically, stores sell items like designat-

turning home to help her neighbors cut

the right time—her boss asked team mem-

ed accessories and donate earnings to local

trees so they could safely cross four prop-

bers to check in if they were able to get to

charities. Instead, for a couple of weeks, all

erties and gain road access. It was a lot of

work, and then Hollie lost power at home.

700+ RC stores nationwide directed those

pened to people,” she recalls.

work. Then, she heard about the RC Cares

RC Cares also gave Hollie and her col-

Employee Emergency Fund (EEF), which

leagues paid time off while the store was

earnings, plus customer donations, toward those affected by Hurricane Helene.

GIVING

BACK

RC Home Office strives to help more each year.

BY MARY ELLEN CHILES

6

RC CONNECTIONS / 2025

Photos courtesy JT Isham and Russell Cellular

RC CARES / LIFE

At 7:20 a.m. on September 27, 2024, after the flood, Burnsville, North Carolina, was quiet and somber.

HEDGIE'S HEROES / LIFE

THE GOAL

THE EVENTS

THE IMPACT

The Russell Cellular Home Office team is

Director of RC Cares Ron Wallace says the Home

Since 2018, the RC Home Office team

committed to supporting local communi-

Office donated just over $5,000 in its first year. This

has raised and donated more than

ties. That focus on giving back is root-

year, that number grew to $28,753.85, marking

$120,000 in funds to directly sup-

ed in a connection to the areas they call

the most successful year yet. Overall since July of

port and improve the lives of people

home and a shared desire to make a pos-

2018, the Home Office has raised and given away

throughout the greater Springfield,

itive impact locally.

$120,902.15.

Missouri, area. Beyond fundraising,

As the company grows, it’s able to do

What makes RC Cares unique is the heart behind it.

since 2022, 432 RC Home Office vol-

even more, and that just feels right. “RC

When team members experience unexpected hard-

unteers have contributed over 1,322

could not do what it does from a busi-

ships at RC—whether due to medical issues, nat-

hours of hands-on service. Their efforts

ness perspective without a thriving com-

ural disasters or personal crises—the team rises to

have strengthened local organizations

munity around it,” RC Chief Financial

the occasion. It’s a culture of compassion that goes

such as Habitat for Humanity, Ozarks

Officer Robert Lister says. “They sup-

beyond job titles or departments, reinforcing a deep

Food Harvest and the Lost and Found

port us, and we support them.”

sense of family throughout the organization.

Grief Center.

Photos courtesy Hollie Banks

RUSSELLCELLULAR.COM

7

LIFE / WEEK IN THE LIFE

"IT’S A DIFFERENTIATOR IN BUSINESS TO OFFER A HUMAN INTERACTION." —JASON KAPPERMAN

THE WEEKLY WORKFLOW OF

JASON KAPPERMAN

The Director of Customer Service prides himself on creating a supportive culture at the Springfield, Missouri, call center.

BY HOPE DAVIS

When Customer Service Director Jason Kapperman joined Russell Cellular as the first member of his department, the company didn’t yet have a call center. He was brought on to build a dedicated service team, allowing store agents to concentrate on assisting customers in person, while a specialized team handled phone support. Today, call center representatives answer 90% of incoming calls within the first 30 seconds.

8

RC CONNECTIONS / 2025

On the Floor “My job is to make sure people are equipped, resourceful and motivated,” Jason says. That means getting out of his office.

Jason starts each morning on the call center floor, checking in with managers, reviewing performance metrics and offering recognition for great work.

Huddle With the Team Jason started the first RC call center with five team members in a training room, laying the groundwork for what would become a core part of the company. “Customers would call, and we’d all huddle around and listen and try to figure out what they needed,” he says. Even now, Jason still pitches in to solve problems from the call center floor.

Differentiator in Business Jason’s call center teams are important to RC’s customer relationships. As Jason says, “It’s a differentiator in business to offer a human interaction.” From coordinating new employee recognition initiatives to upgrading software to streamline the call process, Jason’s job involves coordinating between teams and operations to make the customer experience and agent workflow smoother.

TK Photo Photo courtesy courtesy Jason Russell Kapperman Cellular

MENTORSHIP MOMENT / LIFE

MENTORSHIP IN MOTION

Ben Ali District Sales Manager

Haider Ali District Sales Manager

Ali Zaidi Regional Sales Director

District Sales Manager Haider Ali has grown as

RC: How has your approach to work or leadership

RC: What have you learned from being in a men-

both a mentee and a mentor at Russell Cellular.

evolved because of each other?

torship relationship?

He now mentors DSM Ben Ali, and both have

A.Z.: With both being top performers, the main thing

H.A.: I’ve learned to tailor my leadership style to

been guided by Ali Zaidi. Together, they’re

I like to do with people who are winning is give them

each person, lead with vulnerability and listen before

helping shape the next generation of leaders.

less of the frequent, small reminders. There are more

giving advice. I’ve grown by embracing challenges

BY SONIA GUZMAN AND JORDAN BLOMQUIST

strategic and focused conversations. With Haider, the

and learning from others’ perspectives.

thing I am working on with him more than anything

B.A.: I’ve learned patience, better communication

else is his communication… What I’m working on

and how to share knowledge without overwhelming

with Ben is his monthly calendar—strategically

someone. Being a mentor taught me how to lead

Russell Cellular: How has the mentorship relationship challenged or changed you?

where he is aligning key tasks throughout the month.

with empathy and humility.

Ali Zaidi: It’s grown me. With Haider, there’s been a lot

H.A.: Both of them have shown me that patience is

A.Z.: I learned how much a great mentor can shape

of evolution with me too, because as you win more, you

key. If things are not going the right direction, you don’t

someone’s work ethic. They helped me build confi-

expect more. It’s challenging at times, it’s rewarding, it’s

want to change your entire approach right away. You

dence and showed me how to think strategically, not

very difficult, and it grows you. With Ben, my evolution

want to take it one by one and analyze. Speaking to

just reactively.

lies in giving space while still knowing this is someone

them on a regular basis helps me brainstorm and incor-

that’s new. The one thing I did with Ben that worked re-

porate new ideas on what I can do to adapt to changes.

RC: What advice would you give to someone seeking or starting a mentorship?

ally well was aligning different departments to help him.

Haider Ali: It was a reality check for me. The ideas that

RC: What’s something you admire about each

B.A.: Stay curious. Don’t be afraid to ask questions—

I grasped from Ali, I am able to pass it on to Ben. I’m

other beyond work?

even the “dumb” ones. That’s how you grow.

growing as well, while I’m doing that.

H.A.: Communication. They’re always one call away.

A.Z.: Be open to feedback, even when it’s tough. A

Ben Ali: When I started this job, it wasn't initially in my

B.A.: I enjoy the conversations with them—work-related

mentor isn’t there to flatter you—they’re there to

plans to stay long-term. After meeting Haider, he kept

or not—because I know when I have a conversation with

help you improve.

pushing me every day to new limites that I didn't know

one of them, I’m going to learn something, and there is

H.A.: Own your development. Show initiative, stay

I could reach.

meaning behind it every time.

coachable and trust the process.

Photos courtesy Ben Ali, Haider Ali and Ali Zaidi

RUSSELLCELLULAR.COM

9

EMPLOYEE EXPERIENCE / ROUND TABLE

GROWTH IN LEADERSHIP AND PERSEVERANCE With a passion for leadership and people, Daniel Hyder brings 15 years of experience at Russell Cellular, where he has seen significant growth.

BY NADIA FLETCHER

Life can lead people down many

has to make sure we are doing well

different career paths, and for Chief

and serving the communities and

Sales Officer Daniel Hyder, sales

showing up strong in the commu-

was not always a career path he

nities that we serve.”

pictured himself entering. “I looked

Before joining Russell Cellular,

at a lot of industries and [this one]

Daniel worked for a large U.S.

was not on my radar,” Daniel says.

wireless

“But then I learned quickly that

transitioning to a smaller retailer

I had a passion, and I believed in

challenging. However, he viewed

the products and services that we

these obstacles as opportunities

were offering. It was something

to grow—learning how to manage

that was exciting.”

a business and work effectively

company

and

found

In 2009, Daniel started as a

within a team. He places strong

Regional Sales Manager and pro-

trust in the Russells’ leadership,

gressed to Area Director of Sales,

their past achievements and the

Area Vice President of Sales,

vision they have maintained for the

Executive Vice President of Sales

company. That trust, he believes,

and now Chief Sales Officer. “I fell

has been key to RC’s continued

in love with the company, the peo-

growth and success, allowing the

ble, and it’s not indicative of a lot of

LEADERSHIP ADVICE

ple, the leadership and the vision of

company to expand and make

companies out there, so it’s pretty

Daniel’s advice to aspiring leaders

the company,” he says.

significant investments.

unique and exciting,” Daniel says.

is to understand the magnitude

DANIEL HYDER Chief Sales Officer

In his current role, Daniel leads

In his 15 years at RC, Daniel has

Daniel continues to thrive in his

and responsibility of what being a

RC’s three Area Vice Presidents

had the privilege of witnessing ma-

individual role. Central to his leader-

leader means. “You need to tru-

of Sales—who serve as direct re-

jor growth in both the number of

ship philosophy is an understand-

ly understand what leadership is

porters and team members—12

stores and the company’s overall

ing that leaders have a responsibil-

and embrace that it is about put-

regional directors, 96 district sales

reach. When Daniel first started,

ity to to support and empower the

ting others before yourself, caring

managers and more than 700

RC had around 100 stores with

team members they oversee. “If

for others and serving them,” he

stores across the United States.

four regional managers, with Daniel

you are going into leadership, then

says. He emphasizes the impor-

“That’s what I oversee to ensure

being one of them. Now, RC has

you have a responsibility to help

tance of placing the needs of the

that sales performance is strong,

more than 700 stores and 12 re-

others and step up,” Daniel says.

team above your own and being

that

is

gional directors. “The transforma-

“When difficult situations or difficult

willing to make the personal and

strong,” Daniel says. “I focus on the

tion that we’ve gone through, along

times come your way, you have to

professional sacrifices necessary

employee experience that the team

with the growth, has been incredi-

rise above that.”

to help others grow and succeed.

customer

experience

10 RC CONNECTIONS / 2025

Photo by Katy St. Clair

At Russell Cellular, we know life happens.

Emergency situations can arise beyong our control that create unexpected financial hardships.

KURT REINHART

12 RC CONNECTIONS / 2025

TK Photo courtesy Photo by Russell Katy St. Cellular Clair

STRAT COM / PLUGGED IN

LEADING THE WAY Russell Cellular’s Vice President of Learning & Development shares insights and advice on leadership development.

BY KURT REINHART

I remember a time in Toronto, just after finishing

Two, never stop learning. Going through a

a leadership development workshop, when I was

workshop, reading a book or completing a

approached by a new store manager with an in-

course is not enough. That’s a one-and-done

teresting question. They asked, “If you had to go

mentality. You will never have a moment where

back and start over as a brand-new leader, what

you have your feet on the table, hands clasped

would you do differently?” I found it then and still

behind your head, and then state, “I’m good.”

find it interesting for two reasons. One, it chal-

There will always be something else to learn.

lenged me to reflect on what I did to learn the art

Leadership is not about the destination; it’s

and science of leadership, and two, based on that

about the journey.

reflection, what I would actually change.

Three, get a mentor. While having someone

Before I offer how I answered the question,

with experience invest in you and pour their

I want to explore that last part: What would I

wisdom into you is a very good thing, it’s not

change? Upon reflection, while I might consid-

the only way. I contend that one of the most

er changing some of my behavioral choices, I

effective ways to develop your leadership is

am not sure I would change the experiences. I

by constantly connecting with your peers and

needed them to learn lessons. All the bad stuff,

sharing best practices. Peer-to-peer or cohort

failures and falling short were essential, and

learning represents a significant way to identify

mostly because they were unknown and un-

best practices, what to do and, thankfully, what

expected. As much as we want to have a for-

not to do.

mula, leadership is cultivated by what we get

In conclusion, I would enjoy an opportunity

and how we respond. It’s more like a box of

to go back and chat with my 20-something

chocolate and not knowing what you’re going

self and provide some insight into what to ex-

to get than it is “A+B=C.” There is no one-size-

pect about leadership. I would share the things

fits-all, and maybe that’s the first big consider-

I noted, and end with a quote from self-help

ation: Embrace the unexpected and uncertainty

writer and motivational speaker Robin Sharma:

in leadership.

“Leadership is not about a title or a designation.

My answer to that store manager is still the same

It’s about impact, influence and inspiration.” If I

today. Three things. One, know your why. I believe

really wanted to do this whole leadership thing

leadership is not just what you do, it’s who you are,

all over again, I would stress being of service to

and when you know who you are, you can commit

others and elevating the needs of others above

to actions with conviction and purpose. Leadership

those of my own—to wholeheartedly embrace

is about intentionality, and directing others with pur-

a servant mindset, because to lead well is to

pose, on purpose, for purpose.

serve well.

RUSSELLCELLULAR.COM 13

EMPLOYEE EXPERIENCE / INBOX

CELEBRATING

the People Powering Russell Cellular Team members share what drives their success—and why they love what they do.

BY SONIA GUZMAN

JARED WILLIAMS

CARLA PERISHO

ANGELA THORNTON

Reporting Manager at Home Office

Travel and Hospitality Manager at Home Office

Store Manager in Oakhurst, California

“I came from retail, looking for something new,

“I started as a part-timer and now lead

“Every day starts with a deep dive into num-

and I found an opportunity I never expected.

travel and hospitality. I’ve worked in three

bers so I can tailor coaching for my team.

Since joining, I’ve held multiple roles and even

departments, and each one prepared me

Watching reps grow into store managers is

helped build the Reporting department from

for this role. I get to plan events, manage

what I’m most proud of. The culture here?

the ground up. We create tools that make life

travel and make sure our workspaces are

It’s about leading for others, not yourself.

easier for thousands of team members, helping

welcoming. I work with eight incredible

I’ve been trusted to run my business and

them work smarter and faster. What motivates

women who support each other every sin-

empowered to make decisions—and that’s

me is knowing our work has real impact. The

gle day—and that makes even the busiest

what keeps me going.”

leadership here believes in you. We’re not just

moments better.”

co-workers—we’re collaborators. It’s a place full of opportunity, where people care and where your work really matters.”

14 RC CONNECTIONS / 2025

Photos courtesy Jared Williams, Carla Perisho and Angela Thorton

#RC Cares Products RC Cares Products are a special product line sold in our retail locations. 100% of the proceeds from the sales of these products fund outreach projects and further the culture of giving back to the communities we serve.

By the numbers: In 2024 a total of 170 RC Cares projects were completed.

Through these projects, Russell Cellular invested $342,673.06 in our local communities to better schools, organizations,families and individuals in need.

Russell Cellular’s commitment to community and recovery.

BY MEGAN PRICE

16 RC CONNECTIONS / 2025

Photo courtesy Bobby Hughes

Storm debris blocks the road in Spruce Pine, North Carolina.

RUSSELLCELLULAR.COM 17

A tractor clears debris in Spruce Pine, North Carolina.

W

hen powerful hurricanes swept across Florida, North Carolina and parts of eastern Tennessee, the devastation wasn’t

limited to wrecked roads and flooded homes. It

ran deeper, touching the lives of the communities Russell Cellular calls home. But even as the waters rose, so did the resilience of RC team members, who showed that with helping hands and hopeful hearts, it’s possible to weather even the toughest storms.

“We had stores that you couldn’t even get to for an extended period of time,” says Ron Wallace, Director of RC Cares. “The impact wasn’t just our store closures. To me, the greater impact was the effect on our employees who couldn’t work or others in the community who lost everything.”

18 RC CONNECTIONS / 2025

Cleanup efforts underway across western North Carolina after flooding.

Photos courtesy Bobby Hughes and JT Isham

IT’S A SMALL TOWN. I KNOW THESE PEOPLE AND CARE ABOUT THESE PEOPLE. YOU REALIZE HOW ILL-PREPARED YOU ARE FOR IT. YOU JUST WANT TO TRY TO HELP PEOPLE. - JT ISHAM, STORE MANAGER IN NORTH CAROLINA

When the Storm Hit Home For JT Isham, a Store Manager in Weaverville, North Carolina, the storm’s impact was personal and immediate. Living in the small town of Burnsville, about 30 minutes from his store, JT woke up to find his phone stuck on SOS mode with no power, no service and no way to call for help. “I got in my vehicle and went to drive out to try and call Mike Sentell, my boss, and tell him I didn’t know if I’m going to make it out because a bunch of trees were down and bridges were flooded,” JT recalls.

Every road he tried was washed out, cutting Burnsville off from the rest of the world.

Even with no way to reach the outside, JT and his fiancée pivoted into action. They volunteered at the local elementary school’s shelter, distributing food and even coordinating rescue missions. “Groups of friends would get on four-wheelers and try to follow where the roads used to be and go to houses and offer rides to shelters,” he says. Their efforts helped more than 50 people reach safety.

Despite not having power or water for 28 days, JT remained focused on his neighbors.

“It was never anybody trying to be a hero or anything like that,” he says. “It’s a small town.

Many people were isolated as flooding destroyed roads in North Carolina.

I know these people and care about these people. You realize how ill-prepared you are for it. You just want to try to help people.”

Photo courtesy JT Isham

RUSSELLCELLULAR.COM 19

WE’VE BEEN THROUGH A LITTLE MORE, AND WE’RE A LITTLE STRONGER THAN WE USED TO BE. - JT Isham, Store Manager in North Carolina

RC Cares: A Lifeline

dollar for hurricane relief,” he says. The fund,

Yet hope and hometown pride are stronger

in the Dark

supported by voluntary employee donations,

than ever. “Overall, the community is still real-

offers a lifeline during the moments that no-

ly strong and banding together,” he says. “It’s

body plans for, like natural disasters, illness-

one of those things that puts things into per-

When everything went dark, RC stepped

es, accidents or loss.

spective, and I think people in the community

in to shine a light. Through the RC Cares

“We’re not trying to fix everything,” Ron says.

stand a little taller. We’ve been through a lit-

Employee Emergency Fund (EEF), team

“But if we can come alongside and help re-

tle more, and we’re a little stronger than we

members like JT received immediate, mean-

move some stress... If we can help them pay

used to be.”

ingful assistance. “RC gave us the funds,

for house repairs, medical bills or whatever it

which we were able to use to buy a generator

may be, that’s the whole point of it.”

for our house,” JT says.

RC and Verizon also donated several pallets of water. JT and his team placed a sign on their Verizon A-frame that read, “Free

For RC, recovery didn’t end once the floodwaters receded. Stores that still had electricity opened their doors to community mem-

A Community

bers, offering a place to charge phones or replace lost devices. Trucks delivered more

That Refused To Crumble

supplies, and team members continued to

Mike returned with 30 cases stuffed into his

Even months after the storm, scars remain.

reach stranded families.

RC car. In a time when gas was scarce and

“It’s kind of shocking how terrible some

Jamie Hall, a District Sales Manager, expe-

bridges were gone, these small acts of gen-

areas still look this far after the storm,”

rienced firsthand how the hurricane cut off

erosity felt enormous.

water, please take some.” The first delivery completely vanished within a few days, and

find creative ways to help, even loading diapers and bottled water onto four-wheelers to

JT says. While his property has been re-

communication. “For us, the impact was no

Ron explains that the EEF plays a crucial

paired, rubble from broken bridges, de-

communication for about three or four days

role when disaster strikes. “The Russell fam-

stroyed buildings and fallen trees still lines

with our team,” Jamie says. “It took about

ily and Russell Cellular paid for every single

the roads.

eight days to finally get ahold of everyone.”

20 RC CONNECTIONS / 2025

Floodwaters washed away several roads, impacting travel and daily routines in the area.

Photo courtesy Hollie Banks

RUSSELLCELLULAR.COM 21

Rising and rushing waters impacted Burnsville, North Carolina.

22 RC CONNECTIONS / 2025

Photo courtesy Hollie Banks

Downed trees blocked roads throughout parts of western North Carolina.

The Heart Behind the Help

because they can. They believe in making a positive impact beyond just financial gains.

Looking back, Ron says the experience with

Ron explains that when the focus shifts from

the storm reaffirmed Russell Cellular’s mis-

money to genuinely improving someone’s life,

sion to lead with compassion. “By caring

it creates meaningful change both for the or-

for every person, we’re changing lives and

ganization and for each person involved.

communities,” he says. “We’re leaving lasting impacts that go far beyond any amount of money we’re giving.”

The work of RC Cares isn’t just about

A Lasting Impact

emergency funding. It’s about the everyday

For JT, Ron, Jamie and others at RC, the

moments when employees choose to help

storm tested their strength, sense of community and character. Even in the face of overwhelming challenges, they showed what it

WE’RE LEAVING LASTING IMPACTS THAT GO FAR BEYOND ANY AMOUNT OF MONEY WE’RE GIVING. - RON WALLACE, DIRECTOR OF RC CARES

means to lead with heart and put others first.

With the continued support of RC Cares and the employees who bring its mission to life every day, these communities are rebuilding. Progress may be gradual, but it’s steady, purposeful and grounded in a shared commitment to moving forward together.

Photo courtesy JT Isham

RUSSELLCELLULAR.COM 23

SHARP EN IN G SKILLS

AN D SHAP IN G FUTURES

your first step into From your first day on the sales floor to d to supporting your leadership, Russell Cellular is committe growth every step of the way.

BY KARLY BALSLEW

24 RC CONNECTIONS / 2025

Marcus Ralls, Training Support

Starting a new job can be daunting, no matter the role or position. Russell Cellular ensures all team members are prepared to help alleviate these jitters, whether it’s your first or hundredth day on the job.

BUILDING THE TEAM

The RC team knows that training can be overwhelming. With this in mind, Director of Sales Operations Tina Crewse explains that new hire training has moved to a three-week sales-focused program. They’ve also added more trainers and reduced class sizes. These smaller classes allow for more flexibility and investment into each new hire and create more conversation-style training rather than a “data dump” of information. Stand-alone training webinars are offered with additional knowledge or refreshers on specific points within the company.

Photo by Katy St. Clair

RUSSELLCELLULAR.COM 25

Teamwork in Action Big moves start with tight-knit teams like this one.

We want the field to have a voice on what they need and want. Through surveys and other methods, they openly share their needs and struggles, and we work hard to accommodate.

Training is how we stay on top of our game to best support our customers.

Tina Crewse, Director of Sales Operations

“In the wireless industry, things can change at a moment’s notice, and sometimes it is difficult to hop

to-Action guides. Field member feedback is also directly woven into the classes.

into a longer webinar,” Training Manager Blake Nunn

“One hundred percent of our initiatives are inspired

says. “Offering multiple times and dates to join train-

by feedback,” Tina says. “We want the field to have a

ing webinars and keeping them short makes them

voice on what they need and want. Through surveys

more accessible.”

and other methods, they openly share their needs and

Training is embedded into RC’s culture, and these

struggles, and we work hard to accommodate them.

bite-sized training sessions encourage all team mem-

Training is how we stay on top of our game to best

bers to grow and succeed. “We know that everyone

support our customers.”

learns differently,” Blake says. “Because we offer

Blake expresses that training feedback has been very

shortened, hyper-focused training topics that matter,

uplifting, and the field team seems even more eager

our teams are able to fully understand some of the

than before to learn, ask questions and grow. “Our pri-

more complex subject matters.”

mary focus is developing sales skills and operational

Tina says the team targets two concepts when building

excellence to help through the sale,” he says. “Whether

training: a sales mindset that focuses on creating the best

you have been in sales or retail for 15-plus years or are

wireless experience for every customer and ensuring the

brand new to the industry, there is always something

team is operationally sound and compliant with the Call-

new to learn.”

26 RC CONNECTIONS / 2025

Photo courtesy Tina Crewse

LIFELONG LEARNERS

Team members are not the only ones honing their skills at RC. Behind the scenes, the Sales Operations team delivers and oversees all types of training for the organization, while the Learning and Development department supports leadership and management.

Kurt

Reinhart,

Vice

President

of

Learning

and

Development, highlights the three objectives of the department: Consistently deliver learning and development for team members, look for new ways to do so and grow people further within the organization.

“Learning is a lifelong skill,” Kurt says. “Learning development is about that next level of discovery of who you are and how you do what you do.”

Learning developmen t is about that next level of discovery of who you are and how you do what you do.

Kurt Reinhart, Vice President of Learning and Development

Last year, the department started a District Manager onboarding program to aid in learning the foundations of the job. At the beginning of 2025, a 12-week virtual Store

CONTINUED ON P. 29

Photos by Katy St. Clair

RUSSELLCELLULAR.COM 27

Six team members make up the Learning and Development team at RC.

28 RC CONNECTIONS / 2025

TK Photo Photo courtesy courtesyHerbie RussellUpshaw Cellular

Training Excellence Meet the Training Team at Home Office South in Battlefield, Missouri.

It starts at the top with how leaders engage and coach, and it’’s very natural for their direct reports to mimic that.

Herbie Upshaw, Director of Learning and Development

CONTINUED FROM P. 27 Manager onboarding program launched to teach the essentials of store operations and coaching. In the last few months, a one-on-one consulting program was initiated for tenured District Managers seeking additional guidance.

“It’s really a trickle-down effect,” says Herbie Upshaw, Director of Learning and Development. “It starts at the top with how leaders engage and coach, and it’s very natural for their direct reports to mimic that.”

The Learning and Development team has built availability into their schedules to connect one-on-one with anyone in the organization who wants a coach and help accomplishing their goals. “We are there to help advise and consult you on different ways that you can make your business more efficient, find more performance and help you and your team members get paid the money they deserve to make,” Herbie says.

Photo courtesy Herbie Upshaw and by Katy St. Clair

RUSSELLCELLULAR.COM 29

30 RC CONNECTIONS / 2025

CORE VALUES At Russell Cellular, leadership isn't just about direction—it's about principle. The company's core values of service, integrity, initiative and expertise guide the team forward.

ILLUSTRATION BY ALEX WOLKEN

INTEGRITY Who we are is revealed in our actions, even when nobody is watching. We live and practice the principles of honesty, listening and always treating others with respect and sincerity.

EXPERTISE Knowledge is most impactful when shared. We delve deep into the products, services and best practices that drive our business and exchange insights and ideas to help each other and our customers.

INITIATIVE The only way to make a difference is to take action. Assume the responsibility to go beyond what’s required, seek opportunities and take steps that will improve yourself and others.

SERVICE Our business and communities thrive when people help each other. We give our time, energy, and resources to care and advocate for teammates, customers and community causes.

RUSSELLCELLULAR.COM 31

LAST WORD / LIFE OUTSIDE

WORK HARD, LIVE WELL Outside of Russell Cellular, Jamie Hall recharges by spending time with his son, leaning into hobbies and enjoying the outdoors in his Appalachian hometown.

PRESENCE WITH PURPOSE into playing golf, watching sports and enjoy-

ample,” he says. “And I like being someone

outside the store.

ing craft beer in the outdoors in his scenic

my peers and the Home Office can count on.”

BY MEGAN PRICE

Appalachian town.

Jamie Hall leads with care, both inside and

Looking to make a change, Jamie recent-

With eight stores to oversee, Jamie knows

ly cut back on caffeine and sugar, instead

how quickly plans can change. “There’s al-

choosing structure and intention to keep his

ways something happening, so it helps to fo-

energy high. “I focus on having a plan every

Jamie Hall’s smile when he walks into one of

cus on something else for a little bit,” he says

day,” he says. “I can’t be unorganized.”

his stores isn’t just part of the job. It’s the re-

of the importance of stepping away. He also

He’s also passionate about RC Cares and

sult of an intentional balance between work

emphasizes encouraging his team to discov-

contributing to the local community, from

and life.

er their own solutions. “When they can find

school supply drives to Habitat for Humanity

the answer on their own, it’s empowering to

builds. “It’s about the reward of helping peo-

them,” he explains.

ple,” Jamie says. “It makes you want to be

As a longtime Russell Cellular leader and single dad, Jamie found joy and purpose in raising his son, who’s now in college. “Up

Staying motivated comes from a mix of

until he went to school, it was always time

personal and professional pride. “My son

with my son,” he says. These days, he leans

motivates me, and I want to be a good ex-

32 RC CONNECTIONS / 2025

part of something.”

His motto? Simple: “Be nice, have fun, make money and treat people the right way.”

Photos courtesy Jamie Hall

Cares

July 2024 – June 2025 Recognition Top 50 Stores — Donations

Top 50 Stores — Products

#1 JAMESTOWN-TN $4,167

#1 BROKEN ARROW-OK 49

SWEETWATER-TN $2,974

SMITHVILLE-TN $402

HOT SPRINGS-AR $2,544

SHREVEPORT 3-LA $396

FRESNO 2-CA $2,340

MINDEN-LA $387

COOKEVILLE-TN $2,324

DOUGLAS-GA $384

MILAN-TN $1,884

STURGIS-SD $376

CLEVELAND 1-TN $1,348

BERRYVILLE-AR $346

MCKENZIE-TN $1,107

HARDINSBURG-KY $345

FAYETTEVILLE-TN $1,099

PUEBLO-CO $336

LAFAYETTE-TN $902

LEMOORE-CA $331

SPRINGDALE-AR $900

SALIDA-CO $326

BARDSTOWN-KY $889

MONETT-MO $316

MINEOLA-TX $835

FAYETTEVILLE-AR $310

PRYOR-OK $713

JASPER-TN $299

PARSONS-KS $648

ANGELS CAMP-CA $295

LIVINGSTON-TN $642

BUTTE 2-MT $292

PARIS-TX $624

KANSAS CITY 1-MO $280

DEQUEEN-AR $596

PINEDALE-WY $270

NEOSHO-MO $585

MONTICELLO-AR $270

ALBANY-KY $551

KINGSBURG-CA $253

BROKEN ARROW-OK $502

FAIRFAX 3-VA $245

LA JUNTA-CO $484

WOODBURY-TN $245

RICHFIELD-UT $477

SPEARFISH-SD $242

RADCLIFF-KY $474

HARRISONVILLE-MO $239

GLENWOOD-AR $424

COAL TOWNSHIP-PA $237

CLEBURNE-TX $413

SPRINGDALE-AR 44

NACOGDOCHES-TX 22

AVON-CO 18

WEST ISLIP-NY 44

SIOUX FALLS 1-SD 21

CLEVELAND 1-TN 18

EAST WINDSOR-CT 32

BATESVILLE-AR 20

CLOVIS 2-NM 18

FORT STOCKTON-TX 30

LA GRANGE-IL 20

FAYETTEVILLE-AR 18

FORT SCOTT-KS 27

LOGAN-UT 20

KANSAS CITY 2-MO 18

TEXARKANA-TX 26

MONTVALE-NJ 20

NEW ALBANY-OH 18

WEST NEW YORK-NJ 26

PARK RAPIDS-MN 20

CAMPBELLSVILLE-KY 17

BRANSON WEST-MO 25

ROCK SPRINGS-WY 20

CRESTON-IA 17

MINEOLA-TX 24

WILDWOOD 2-FL 20

DOUGLAS-GA 17

FRESNO 2-CA 23

APPOMATTOX-VA 19

MONETT-MO 17

GRAYLING-MI 23

FAIRFAX 2-VA 19

NEOSHO-MO 17

PRYOR-OK 23

FAIRFIELD-IA 19

NEWPORT-PA 17

SPRINGFIELD 3-MO 23

INDIANOLA-IA 19

POCAHONTAS-AR 17

BERRYVILLE-AR 22

JOHNSON CITY-TN 19

PRICE-UT 17

CORTEZ 2-CO 22

LINDALE-TX 19

STURGIS-SD 17

LAKE MARY-FL 22

RICHFIELD-UT 19

TULARE-CA 17

LEMOORE-CA 22

WEST BRANCH-MI 19

HOME OFFICE CONTRIBUTIONS

RC CARES PRODUCTS SOLD

$28,754

5,309

Cares

July 2024 – June 2025 Recognition TOP OVERALL DSM

TOP OVERALL TM

TOP OVERALL RD

Cody Griffin

Zach Alley

John Kilgore

TOP TEAM MEMBER—PRODUCTS

TOP TEAM MEMBER —DONATIONS

Zinthia Leon Springdale, AR 25

Zach Alley Jamestown, TN $4,003 Franklin Harris

Samantha Wilson

Annie Watson

Aurora Landa

Sweetwater, TN $1,846

McKenzie, TN $945

Cookeville, TN $559

West New York, NJ 21 Lemoore, CA 17

Brian Webb

Shana Turner

Angela Thornton

Benjamin Bugden

Tyler Dockstader

Keith Brewer

Lisa Sanderson

Sweetwater, TN $1,302

Cookeville, TN $871

Fresno 2, CA $554

East Windso, CT 19

Avon, CO 16

Pryor, OK 14

Fort Scott, KS 14

Tiffany Ledbetter

Madison Street

Jacob Pearson

Becky Hibbert

Andrew Perez

Anthony Adamczyk

Hot Springs, AR $1,203

Fayetteville, TN $702

Cookeville, TN $490

Broken Arrow, OK 17 Montvale, NJ 15

TOP DISTRICT SALES MANAGER—DONATIONS

Branson West, MO 14 Mt Airy, MD 14

Grayling, MI 14

TOP DISTRICT SALES MANAGER—PRODUCTS

Cody Griffin $9,034

Jennifer Loghry 162

Holly Quinn $5,971

Kevin Palmer $3,185

Johanna Shaddon $1,235

Jennifer Loghry $3,286

Madison Wilson $3,111.87

Victoria Sabbath $1,163

Audri Ediger $3,276

Vincent Robles $1,754.45

Nick Nunez $1,141

Henry Rosetti 93 Michael Sentell 92 Alyssa Greenwald 92

Jason Bosworth 89 Jannicke Nelson 88 Audri Ediger 84

Charity Autrey 80 Janine Wilson 78 Chad Bowers 78

TOP REGIONAL DIRECTOR—PRODUCTS

TOP REGIONAL DIRECTOR—DONATIONS

John Kilgore $18,374

Matt Warehime

Maria Reynosa Gonzales Benjamin Johnston

Kevin Ropell 628

Mike Frost $8,889 Kevin Ropell $6,893

Krissa Shewey 558 Jamie Morehouse 452

RC CARES COMPANY-WIDE TOTAL CONTRIBUTIONS TOTAL RAISED

2024–2025

2018–2025

RC Cares Products RC Cares Donations Employee Emergency Fund Donations

$53,247 $61,736 $27,807

$614,729 $478,925 $258,528

GRAND TOTAL RAISED

$142,789

$1,352,182

TOTAL INVESTED

2024–2025

2018–2025

RC Cares Event Support Russell Cellular Contributions Employee Emergency Fund Support

$142,575 $51,370 $45,400

$1,163,544 $2,352,783 $291,812

GRAND TOTAL INVESTED

$239,345

$3,808,139

A SINCERE THANK YOU TO THE RC FAMILY FOR COMPLETING 177 OUTREACH PROJECTS