#3 Kevin Lyons-Tarr & Suzanne Worwood

4imprint (asi/197045)

2024 Rank: #4

Kevin Lyons-Tarr – CEO

Industry Experience: 34 years

Previous Appearances on Counselor Power 50: 19

Suzanne Worwood – Chief Product, Supply Chain & Sustainability Officer

Industry Experience: 30 years

Previous Appearances on Counselor Power 50: 6

Everybody is dealing with challenges this year – and that includes the largest distributor in the promo industry, which boasts over $1.3 billion in annual revenue. Still, even though Counselor Top 40 distributor 4imprint (asi/197045) reported a half-year sales decline for 2025 of 1% (operating profit, by comparison, was up 1%), company leaders Kevin Lyons-Tarr and Suzanne Worwood are proud of how the company faced those difficulties both internally and collaboratively with their supplier partners.

“We’re really pleased,” says Lyons-Tarr, the Counselor 2012 Person of the Year, “with how the team has worked together to manage the business through a challenging time, focusing our energy squarely on the things we can control to produce the best possible outcomes and strengthening the business in a way that allows us to capitalize on the opportunities that will emerge in time.”

Beyond revenue increases and operational stability, Lyons-Tarr and Worwood (the Counselor 2014 International Person of the Year who was promoted to the C-Suite last year) have led the company to several notable awards. The distributor made Fortune’s “Best Workplaces in Advertising & Marketing” list for the fourth consecutive year, and earned a fourth consecutive Vets Ready Employer Award last year from the state of Wisconsin for companies who go the extra mile in hiring and supporting military veterans and their families. 4imprint also completed a 170,000-square-foot expansion of its flagship facility in Oshkosh, WI – and in doing so, increased solar capacity at the facility by 56% with the addition of nearly 1,500 solar panels.

That doesn’t mention the company’s exceptional charitable activity. Last year 4imprint handed out $3.6 million in in-kind promotional products grants to more than 7,200 charitable organizations. “Our culture,” says Lyons-Tarr, “is one driven by our 4imprint Compass and the Golden Rule: Treat others as you would wish to be treated yourself. If we’re leading by example with those principles at the heart of it, we know great things can happen.”