July 23–25 event blends hands-on education, industry insights and invaluable networking.
Washington, DC – May 16, 2025 – The Wholesale Florist & Florist Supplier Association (WFFSA) is thrilled to announce its 2025 Development Experience (DevX), taking place July 23–25 in Cleveland, Ohio. Sponsored by CalFlowers, this premier hands-on educational event is set to deliver an immersive blend of learning, networking and on-the-road discovery — all with a little rock and roll flair.
DevX is WFFSA’s flagship summer event designed to bring floral distribution professionals together for practical education, real-world insights and one-of-a-kind networking. Formerly known as the Management Institute, DevX has evolved into a dynamic, on-the-move experience tailored for professionals across the floral supply chain.
“DevX 2025 is all about connection — with ideas, with people and with the future of our industry,” said Freddy Melero, WFFSA’s President. “We’ve designed a program that gets you out of the conference room and into the real-world operations that drive our floral supply chain. The chance to network in this kind of setting — side by side with fellow wholesalers and suppliers — is truly invaluable. And wrapping it up at the Rock & Roll Hall of Fame adds a dose of energy and fun that will this experience one to remember.
Road Trip: Education That Moves You
Attendees will hit the road for a curated tour of standout member companies, including:
The event will also feature a keynote from Alex Weber, award-winning speaker, author, coach and American Ninja Warrior competitor. Known for his contagious energy and actionable insights, Weber will challenge attendees to lead boldly and achieve more.
Networking, Cleveland-Style
At the end of the day after the road trip, DevX attendees will gather at the Rock & Roll Hall of Fame Museum for an exclusive evening reception sponsored by Continental Flowers — the perfect venue to keep the energy high and conversations flowing.
Opportunities to Elevate Your Brand
WFFSA is also inviting companies to partner as DevX sponsors, gaining high-impact visibility and direct access to industry decision-makers. From sponsoring educational sessions and road trip refreshments to branded fans and a video series, sponsorships are designed to put your company center stage.
To register or learn more about sponsorship opportunities, visit https://wffsa.org/devx/.
