Counselor Top 40 distributor Proforma (asi/300094) hosted more than 350 distributor owners, supplier partners and support center team members in Palm Springs, CA, this week for its Million Dollar Club celebration.

The annual event honored its owner affiliates that generated between $1 million and nearly $50 million in sales in 2024, and celebrated a record sales figure for the distributor overall, the company reported.

New and returning members of Proforma’s (asi/300094) Million Dollar Club gathered at an annual celebration in Palm Springs, CA.

“We strive to make our Million Dollar Club celebrations an immersive experience,” says Michelle Dalton, senior vice president of owner and supplier success. “The entire weekend was designed to embrace Palm Springs’ vibrant culture and beautiful sights while fostering connections among our Preferred Supplier Partners and Distributor Owners.”

The event included a technology celebration, where Proforma executives shared updates to come in 2025, and a variety of networking opportunities that took qualifying distributors and attending supplier partners on a tour of Palm Springs history and culture. At the annual awards ceremony, new and next-level qualifying distributor owners were officially inducted into the Million Dollar Club.

“It’s a unique experience to be a part of this level of shared success,” said Mike Goebel, distributor owner of Proforma One Marketing (asi/491928). “I am honored to be among this outstanding group and look forward to continuing to celebrate the individual and collective achievements of the entire Proforma family.”

Based on reported 2023 North American promotional products revenue of $638 million, Proforma ranked fifth on Counselor’s most recent list of the largest distributors in theindustry.