This year, MSG Inc. proudly celebrates its 40th anniversary, a testament to four decades of strong relationships, hard work, and a commitment to exceeding expectations. Founded in 1985 by Kevin Thomas, and now led by managing partners Jason Board and Mike Lichtenauer, MSG continues to build on its history while looking forward to a future of growth and innovation.
From a One-Person Agency to a Thriving Team
The story of MSG begins with Kevin Thomas and the leap of faith he took back in 1985. The company Kevin was working for had been bought out, and he saw an opportunity. He had already established relationships with manufacturers, so at 29 years old he decided to branch off and create his own representative agency, what is now MSG.
“It was just me, and with hard work and sleepless nights I turned myself into a rep agency,” Kevin recalls, highlighting the dedication that fueled MSG’s beginnings.
Initially founded in Kevin’s home, MSG’s growth soon led it to a permanent location within a historic building in downtown Bowling Green, Kentucky, a place it continues to call home. The company’s name and logo also carry a symbolic significance. MSG’s name reflects the diverse aspects of its work, with the logo featuring three people holding hands to represent each key partnership: The Client, The Agency, and Marketing.
Building on the Foundation: Relationships and Hard Work
The success of MSG is built upon the foundation of strong relationships, a value instilled by Kevin, and upheld by current leaders, Jason Board and Mike Lichtenauer.
Mike’s journey with MSG began when he was a buyer for an account MSG represents. After a meeting, Kevin invited Mike to lunch and offered him an outside sales position. A few weeks later he accepted the position.
“That was in 1995 and 30 years later I am still with MSG and still very much enjoy what I am doing. I am fortunate to have developed so many great relationships over the years,” says Mike.
Jason started with MSG as an intern through his university’s program. He was looking for valuable experience to build his resume and was drawn to the small, family-owned business. However, working closely with Kevin and Mike, he found himself envisioning a future at the company. Upon graduation, he accepted a position and his career quickly took off.
“I knew that MSG was unique in our approach to support our manufacturing partners and a vision of the future began to build,” Jason recalls.
Both Jason and Mike emphasize the critical role of hard work and team culture. They learned early on that nothing beats hard work, and activity can cure nearly anything. The dedication to effort is complemented by the belief in collective strength. Jason highlights, “No single person is more valuable than another, but collectively, we are all greater than the sum when we work with each other.” This philosophy has created an environment where individual growth contributes to the overall success of the company, ensuring that the team’s combined efforts continue to drive MSG forward.
Looking Ahead: The Next 40 Years
As MSG celebrates its 40th anniversary, the focus is on the future, embracing new growth and maintaining the core mindset that has defined the company.
Mike shares his vision for expansion, saying, “I would love to see us continue to grow as we head into other areas outside the industrial market. I think the retail section of our business could be something special in years to come.”
Jason expresses his primary objective remains consistent, “Simply, hire great people and find a place where they can shine.” The commitment to talent is the driving force for continued success.
A Collective Thank You
As MSG commemorates this significant milestone, both Jason and Mike extend their gratitude to all who have been part of the journey.
“Thank you to all our suppliers and customers for working with us. All the people within our supplier and customer base are the people that have given us the opportunity to continue onward. I cannot believe we are approaching 40 years.” – Mike Lichtenauer
“MSG leadership is always listening. I try to make the effort to ask distributors, manufacturing partners, and employees regularly, ‘how can we do better?’ Kevin told me early on in my career that listening is key. Nearly all of the expansions that MSG has made in the last 10 years have come directly from distributors or manufacturing partners. We also meet regularly with employees to learn how we can better serve everyone. That is how we have been able to Exceed Expectations for 40 years.” – Jason Board
It is an honor to reaffirm MSG’s commitment to its employees, partners, and clients, ready for continued success and exciting new ventures in the years to come.