The Army & Air Force Exchange Service is stepping up to the plate and swinging for the future.
At the 2026 Exchange Managers Conference kickoff in Atlanta on June 28, Director/CEO Brad Bingham introduced the game plan to enhance the benefit the organization provides America’s military community.
With more than 400 leaders in attendance, Bingham detailed how continuous improvement will accelerate efforts to maximize customer satisfaction, Quality-of-Life support and the lifelong value the military community expects and deserves from its Exchange.
Centered on the theme of People, Passion, Purpose: The Exchange Advantage, the opening session marked Bingham’s first managers conference since assuming the director/CEO position earlier this month.
“For nearly 131 years, the Exchange has been an essential part of military life,” Bingham said. “Keeping that benefit strong is our top priority. We are not walking back our vision. We are not changing our mission. We are going to accelerate it.”
Delivering military-exclusive value and going where the military mission goes
Noting the team’s deep understanding of how authorized military personnel live and work, Bingham emphasized the Exchange’s responsibility to deliver value beyond tax-free shopping.
“Exceptional value means trusted brands, strong partnerships, outstanding customer service and a seamless experience in every channel—every store, online and beyond,” Bingham said.
As the Department of War’s largest retailer with more than 80% of associates connected to the military, Bingham underscored that the Exchange is uniquely positioned to go where Warfighters go, including locations conventional retailers cannot or will not serve.
“Our We Go Where You Go mission is embedded in who we are,” Bingham said. “We’re not changing that. It is core to our DNA.”
Leveraging technology to power constant improvement
Bingham highlighted how commercial best practices and emerging technology are driving continuous improvement across the enterprise.
From retail and food operations to services and the MILITARY STAR credit program, technology and AI are compressing decision-making and implementation timelines, making it possible to implement operational changes in record time.
“These investments are quickly enhancing the value we deliver,” Bingham said. “We’re not slowing down. We’re accelerating.”
Covering home plate
In addition to unveiling the Exchange’s updated game plan, Bingham introduced himself on a personal level, sharing that his wife, Jennifer, and children, Emily and Brooks, are his foundation.
“My family is at the center of my life,” he said. “They keep me grounded and inspired.”
His passion? Baseball. A former right fielder at Northeast Texas Community College, Bingham is deeply engaged in youth sports, serving as head coach of his 8-year-old son’s baseball team and never missing his 12-year-old daughter’s softball games.
“I love the game,” he said. “If I’m not playing, I’m coaching; if I’m not coaching, I’m engaged in it some other way. Baseball is a huge part of my life.”
Bingham’s purpose is rooted in the Exchange mission.
“Being part of the Exchange family and serving Soldiers, Airmen and Guardians gives me an incredible sense of purpose,” he said. “I had the chance to deploy to Iraq and Kuwait, and many of you have deployed as well. Those experiences are a powerful reminder of the importance of America’s commitment to our troops and to their families.”
Follow the conference action on social media: @exchangeassoc on Facebook, Instagram and X.
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