Is Peter Massaro a high achiever? That answer may lie in the fact that the chief operating officer for Milner wakes up every morning at 3 a.m. to begin fitness training. The early bird mentality allows him to begin the day with purpose and “[knock] out the first win before the sun even rises.” That gives him a 1-0 record a good three hours before most of us even roll out of bed.
Perhaps it’s because he’s motivated by improvement, in himself and his line of work, hungry to discover smarter, faster or more efficient ways of doing things. “At the end of the day, what truly drives me is the belief that excellence isn’t a destination, it’s a discipline,” said Massaro, a 2025 ENX Magazine Difference Maker. “You keep learning, keep evolving and never stop challenging the status quo.”
Massaro doesn’t focus on the results of his efforts as much as he seeks to create a foundation to help make the positive ones repeatable. He’s playing the long game, seeking to “connect strategy, people and processes in a way that creates long-term stability, not just short-term wins.”
“I believe leadership is earned through consistency and accountability,” he said. “Whether it’s implementing a new system, improving operations or guiding a team through change, I’m always hands-on and deeply involved in the details. You can’t lead transformation from a distance. You have to understand what your people are facing day-to-day and give them the tools, structure and clarity to succeed.”
There are no sacred cows in his line of thinking. Challenging the status quo can help unearth improvements, new processes and efficiency gains.
“At the core, I care deeply about the people who make the business run,” Massaro added. “When you invest in your team, they’ll move mountains for your customers and your company. That’s how you make a difference, not just by changing numbers on a spreadsheet, but by changing the culture behind them.”
Another Door Opens
The world of copiers, printers and managed services wasn’t in Massaro’s plans. He was in the U.S. Navy, training to be a SEAL when an injury resulted in a medical discharge. While one chapter of his life had ended abruptly, it turned the page to another that shaped his professional journey. He met Steve Therrien and Leo Bonetti, founders of Flo-Tech in Middletown, Connecticut, who were looking for driven individuals who could help grow the business. Massaro was seeking an outlet to channel his energy and embark on a new trade.
Massaro blossomed with Flo-Tech. A stint as a tech turned him on to learning every detail about devices, customer needs and service processes. His passion for parlaying tech and business into customer value flourished, and the dealership turned into a platform for growth. Massaro’s responsibilities grew as well, as he led the manufacturing division, managing the production and remanufacturing of toner cartridges. During that time, he developed more than 15 patents related to toner cartridge design, component durability and life-extension technology.
When Flo-Tech was acquired by Flex Technology Group in 2017, Massaro was introduced to the world of corporate finance, mergers and acquisitions, managed print services, and enterprise account management. He became vice president of operations at Milner in 2022.
There have been numerous individuals who left an indelible mark on Massaro, including people who at times challenged him. In hindsight, he appreciates the value those teaching moments offered. The key, he discovered, was that growth comes from listening, even when you don’t agree with the other person.
On the office technology side, former Flo-Tech owners Therrien and Bonetti helped shape his growth. “They encouraged me to see the business from every angle, to stay curious, and to challenge the status quo,” he said. “Those lessons, rooted in discipline, curiosity and respect, still guide how I lead today. Leadership, to me, isn’t about having all the answers; it’s about listening, learning and helping others become the best version of themselves. I have many military leaders that had big influences on how I lead.”
Building Blocks
Massaro is coming off a year in which he led the full backend transformation of Milner Document Products, an effort that addressed challenges related to visibility, reporting and customer experience. Looking ahead, Massaro is focusing on strategic growth, operational excellence and technological advancement. He’s committed to growing Milner’s presence in new markets and doubling down on the dealer’s position as a top solutions provider in all business segments. He’s quarterbacking the revamp of the dealer’s IT business’ back-end to create a more scalable and efficient infrastructure and is planning a new CRM implementation.
The road to ongoing improvement entails learning, challenging that status quo and investing in people, Massaro noted. He loves to mentor those who are willing to learn, believing true growth lies in uplifting others. Massaro is hoping to identify more mentoring opportunities as the calendar turns to 2026.
“By building our people, giving them the tools, confidence and knowledge to succeed, we naturally strengthen every part of the organization,” he said. “Empowered teams deliver better service, make smarter decisions and create the kind of customer experience that truly sets us apart. For me, continuous improvement isn’t just about process or systems; it’s about building a culture of learning, accountability and excellence that drives Milner forward.”
Massaro has certainly made sacrifices when needed. His family resides in West Haven, Connecticut, while he lives in Atlanta, an arrangement made more manageable through “their constant love and support.” Massaro and his wife of 27 years, Christine, have two sons, Nicholas and Eric. He enjoyed watching Nicholas, 25, break a college lacrosse record. Eric, 22, faced medical challenges early in life, but his “strength, courage and smile carried our entire family through it. He’s grown into a remarkable young man whose resilience continues to inspire me every day.”
