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ASI Unveils 2025’s Most Powerful People in Promo

SanMar President/CEO Jeremy Lott takes the No. 1 spot on the Counselor Power 50

“The Counselor Power 50 celebrates the most influential and forward-thinking executives in the promo industry” - said ASI CEO Timothy M. Andrews

TREVOSE, PA - October 14, 2025

The Advertising Specialty Institute® (ASI) today revealed the 2025 Counselor Power 50, its annual ranking of the most influential leaders shaping the $26.6 billion promotional products industry.

Earning the No. 1 spot is Jeremy Lott, president and CEO of SanMar (asi/84863), recognized for leading the industry’s largest supplier with innovation, vision and a customer-first focus.

“The Counselor Power 50 celebrates the most influential and forward-thinking executives in the promo industry,” said Timothy M. Andrews, president and chief executive officer of ASI, the industry’s premier technology, marketing and information provider. “These leaders drive progress and set the standard for what’s possible in promo. We’re thrilled to recognize them.”

Published annually online at asicentral.com/news, the Counselor Power 50 identifies entrepreneurs and executives redefining what it means to lead in the branded merchandise market.

The 2025 list features 25 distributors and 25 suppliers, with seven new honorees. Nine industry icons have been honored every year since the list began in 2006. Since multiple executives from the same company may be recognized, this year’s Counselor Power 50 honors 70 top leaders in total.

A 13-time honoree, Jeremy Lott first appeared on the prestigious list in 2013 alongside his father, Marty Lott. Lott earned the No. 1 spot this year thanks to exceptionally high marks in the Counselor Power 50 survey from both members and the industry at large. SanMar remains No. 1 on the Counselor Top 40 suppliers list, with an estimated $3.8 billion in 2024 North American promo sales. Recent key achievements include the launch of SanMar’s flagship automated distribution center in Virginia and continued leadership in sustainability, including reductions in emissions and expanded lower-impact product offerings.

“Jeremy is known for leading with vision, steady growth and a deep commitment to customer success – values that go back to his great-great-grandfather,” said ASI Vice Chairman Matthew Cohn, who revealed the rankings Monday night at the 2025 ASI Power Summit at Arizona’s Omni Scottsdale Resort & Spa. “Jeremy also leads with heart, championing community causes like the fight against type 1 diabetes. He truly embodies what the Counselor Power 50 is all about.”

Now in its 19th year, the 2025 ASI Power Summit is the promo industry’s premier executive conference, gathering top distributors and suppliers for three days of insights, education and networking. The 2025 event featured thought leaders discussing economic and industry trends, AI integration and technology disruption, including a live onstage interview with Sophia, the world-renowned humanoid robot, exploring how AI and robotics are transforming promo marketing and communication. In a forward-looking session, tech futurist Sam Maule explored the five-year outlook for emerging technologies and what they mean for promo leaders.

The top 10 leaders of the Counselor Power 50 are, in order:

· No. 1: Jeremy Lott, President/CEO, SanMar (asi/84863)

· No. 2: CJ Schmidt, CEO, Hit Promotional Products (asi/61125)

· No. 3: Kevin Lyons-Tarr, CEO, and Suzanne Worwood, Chief Product, Supply Chain and Sustainability Officer, 4imprint (asi/197045)

· No. 4: Frank Myers, CEO, S&S Activewear (asi/84358)

· No. 5: Jo-an Lantz, CEO, and David Geiger, President, Geiger (asi/202900)

· No. 6: Chris Anderson, CEO, HPG (asi/61966)

· No. 7: Vera Muzzillo, CEO, Proforma (asi/300094)

· No. 8: Larry Zavadil, Founder/CEO, and Justin Zavadil, President, American Solutions for Business (asi/120075)

· No. 9: Jonathan Isaacson, Executive Chairman, and Frank Carpenito, President & CEO, Gemline (asi/56070)

· No. 10: Jay Deutsch, CEO/Co-founder, BDA (asi/137616)

Read the full list, along with everyone’s profile, at asicentral.com/news. The Counselor Power 50 ranking process combines voting by past honorees and industry peers with evaluation by ASI Media editors based on each candidate’s annual performance, leadership and contribution to the promo industry.

For more information on the Counselor Power 50, contact ASI Media Editor-in-Chief C.J. Mittica at cmittica@asicentral.com.

About ASI
The Advertising Specialty Institute (ASI® asicentral.com) serves a network of 25,000 suppliers, distributors and decorators in the $26.6 billion promotional products industry. The company’s flagship product, the technology platform ESP®, manages the industry’s entire supply and marketing chain. ASI also produces award-winning digital and print content, live events and educational programs that enable companies in 48 countries to be more efficient, productive and profitable. The ASI media and research team delivers trusted, business-critical data, insights and news, while the ASI Learning Network offers members dynamic, on-demand education, from industry fundamentals to advanced tools like AI and ESP+. The company, family-owned since 1962, is proud to have been consistently ranked among the “Best Places to Work” in Philadelphia and Bucks County, PA.

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ASI Unveils 2025’s Most Powerful People in Promo

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