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ASI Names Promo Industry’s Most Influential Leaders in 2026 Counselor Power 50

Trevose, PA – October 27, 2026

SanMar CEO Jeremy Lott tops annual ranking for second straight year as ASI honors executives driving
the $27.7 billion promotional products industry

SanMar President and CEO Jeremy Lott has claimed the number-one spot on the 2026 Counselor Power 50, leading the annual ranking compiled by the Advertising Specialty Institute® (ASI) of the most influential executives in the $27.7 billion promotional products industry.

The rankings were unveiled by ASI Co-Chairs Matthew Cohn and Stephanie Cohn Schaeffer during a special reception and dinner at the 2026 ASI Power Summit, held October 25-27 at the Fairmont Grand Del Mar in San Diego, CA.

Under Lott’s leadership, SanMar, the industry’s largest supplier, increased 2025 sales 8% to an estimated $4.1 billion. Lott reported double-digit growth so far in 2026 despite tariffs and global supply chain disruptions.

Now in its 21st year, the Counselor Power 50 recognizes executives whose business performance, leadership and influence are helping move the promotional products industry forward.

“AI can process mountains of data, but it can’t replace the judgment, instincts and bold decisions of great leaders,” said Ashish Mittal, CEO of ASI. “Technology will change how this industry operates, but people will decide what it becomes. The leaders on the Counselor Power 50 aren’t waiting to see what happens next. They’re helping make it happen.”

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

No. 1: Jeremy Lott, SanMar (asi/84863)
No. 2: CJ Schmidt, Hit Promotional Products (asi/61125)
No. 3: Jo-an Lantz and David Geiger, Geiger (asi/202900)
No. 4: Frank Myers, S&S (asi/84358)
No. 5: Jim Hilt, HALO (asi/356000)
No. 6: Vera Muzzillo, Proforma (asi/300094)
No. 7: Chris Anderson, HPG (asi/61966)
No. 8: Jonathan Isaacson and Frank Carpenito, Gemline (asi/56070)
No. 9: Kevin Lyons-Tarr and Suzanne Worwood, 4imprint (asi/197045)
No. 10: Larry and Justin Zavadil, ASB (asi/120075)

Read the full list, along with everyone’s profile, at asicentral.com/power50.

This year’s Counselor Power 50 recognizes 68 executives, including several who share a ranking with colleagues from their companies. Among the highlights:

  • Seven newcomers joined the list, including six first-time honorees.
  • Nine leaders have appeared on every Power 50 list since its debut in 2006.
  • Leaders from 15 family businesses are represented.
  • The rankings include executives from 26 distributor companies and 23 supplier companies.

The rankings combine votes from past honorees and industry peers with evaluations by Counselor editors of each executive’s annual performance, leadership and contributions to the industry.

The Counselor Power 50 announcement was a highlight of ASI’s three-day Power Summit, built around the theme “Innovate. Disrupt. Lead.” The event featured candid conversations about artificial intelligence, the economy, changing business models and the opportunities shaping the industry’s future.

For more information on the Counselor Power 50, contact Counselor Editor-in-Chief C.J. Mittica at [email protected].

About ASI

The Advertising Specialty Institute® (ASI, asicentral.com) is the premier technology, marketing and information provider in the $27.7 billion promotional products industry. The ASI flagship platform ESP+ connects tens of thousands of distributors and suppliers through an all-in-one system for product discovery, sourcing, presentations and online stores. Founded in 1950, ASI is a family-owned, multigenerational business, with third- and fourth-generation Cohn family members actively involved in the company. ASI also delivers trusted industry news, research, shows, events and education.