Counselor Top 40 distributor Proforma (asi/300094) broke attendance records at its annual convention, with more than 600 industry professionals at the 2025 Convention and Family Reunion, held at the Gaylord Opryland Hotel in Nashville, TN.

Counselor Top 40 distributor Proforma (asi/300094) recently held its 2025 Convention and Family Reunion in Nashville, TN.

Centered around the theme of “The Sound of Success,” the four-day event invited distributor owners, supplier partners, sales professionals and support-center team members to explore pathways to success while gaining insights from industry leaders, connecting with peers and sharpening skills during immersive education sessions. Over 30 specialized workshops and 150 booths offered attendees valuable tools and resources.

“This year’s convention exceeded every expectation,” said John Keith, distributor owner of Proforma SYNQ and newly elected president of the Owner Advisory Council (OAC). “The knowledge shared, the new relationships formed and the genuine sense of camaraderie made this an unforgettable experience. It’s clear that Proforma isn’t just a business – it’s a community that lifts each other higher.”

The annual awards celebration, honoring more than 100 top-performing distributor owners, salespeople and suppliers, was among the highlights of the event. The convention also featured a service project, with Proforma banding together to support music education. In addition, attendees were treated to a supplier appreciation social at Odie’s, complete with refreshments and networking opportunities.

“Over the last 40 years, I’ve worked in a variety of industries – from aerospace to manufacturing to food and beverage – and I’ve never attended an event of this caliber,” said Tim Nale, chief brand officer at Proforma, reflecting on his first Proforma Convention and Family Reunion. “What stood out to me is how much Proforma cares about helping its distributor owners succeed while furthering the print and promotional products industry. The record-breaking turnout and high level of engagement this year speak volumes about the value of the content, programming and networking opportunities offered.”

Proforma ranked fourth on Counselor’s most recent list of top distributors, with 2024 North American promotional products revenue of $662 million.