Halfway through the 2020s, it’s been a decade full of highs and lows: the depths of the pandemic, the trials of supply chain and labor disruption, the boom times of recovery and the current challenges of slow sales and tight budgets. It has called for leaders who can meet the moment.

The Counselor Power 50 is a collection of these entrepreneurs and executives in the promo industry who have demonstrated all the right qualities. With the perfect mix of pragmatism and boldness, they’re steeling their companies against the ebbs and flows to reach long-term success.

Our process for assembling the Counselor Power 50 starts by surveying last year’s members and the promo industry at large to determine whose influence is rising and falling. We also put out a call for nominations for potential new members. We then research each candidate and examine their career accomplishments and achievements in the past year. This information in its totality helps establish who is recognized on our annual list.

This year and moving forward, Counselor has decided to include only leaders whose companies conduct business as promo suppliers and distributors. (This makes industry service providers, nonprofits, politicians and outside business leaders ineligible.) The change has a notable effect this year – the Counselor Power 50 features 17 people who weren’t on last year’s list, including 15 people making their first appearance. The list also features 20 women – more than have ever appeared on the Counselor Power 50 since its inception.

Come meet the leaders who have their companies sprinting to success in the second half of the decade and beyond.

Click on the names below to read more about each Power 50 honoree.

Counselor 2024 Power 50

N/A=not applicable, new to list