Rupt Ventures – the venture arm of Austin, Texas-based supplier Rupt (PPAI 826757, Standard-Base) – has announced its fifth strategic investment in the promotional products industry: Denik (PPAI 766866, Standard-Plus). Rupt is calling the partnership its “biggest investment to date.”

• Founded in 2011 by Tyler Tolson, Denik is a supplier of custom notebooks, operating in the promotional and retail spaces.
• Over the span of less than 15 years, the company has steadily grown with more than 16,000 retail partners globally.

“Denik isn’t just in the notebook business – it’s in the impact business,” says Jason Lucash, CEO of Rupt and the winner of The Pitch at The PPAI Expo 2025. “Tyler and his team have built a brand where every product tells a story, supports an artist and funds a better future.”

Denik isn’t just in the notebook business – it’s in the impact business.”

Jason Lucash

CEO, Rupt

Through the capital invested by Rupt, the goals for Denik are to scale the company and “deepen its footprint” in the promo industry. Denik already offers no-minimum orders, and the partnership aims to ensure the same customer experience that its clients have grown accustomed to will be maintained as the company grows.

Last February, Rupt announced its investment and partnership with RIPL Goods.

• In addition to Denik and RIPL Goods, the company is currently invested in Austin, Texas-based supplier Desk Plants and San Diego-based supplier Swanky.
• St. Louis-based supplier Sweeter Cards was Rupt Ventures’ first strategic investment, which was realized after being acquired by Maple Ridge Farms.
  

Making An Impact Through Education

Rupt has made philanthropic vision one of the key factors that it prioritizes in its strategic investments. In that regard, Denik has long put in the work. Believing that art and artistic freedom unlock possibilities, the supplier has merged education and artistic expression by using profits to fund schools around the globe.

“Our mission is rooted in the belief that artists can change the world, and every notebook is proof of that,” says Tolson. “With Rupt Ventures as our partner, we’re not just growing, we’re doubling down on what makes us unique: creativity, quality and impact.”

Our mission is rooted in the belief that artists can change the world, and every notebook is proof of that.”

Tyler Tolson

Founder, Denik

Tolson began Denik by selling notebooks at concerts and farmers markets as a means toward that same mission of funding the construction of schools.

• To date, Denik has funded nine schools in Mali, Guatemala, Laos, Ghana, Nicaragua, Senegal and the U.S.

“Denik has shown that creativity can drive real change, and that custom products don’t have to be disposable, they can be meaningful,” says Lucash. “At Rupt Ventures, we’re all in on that vision.

“We’re here to help Denik scale faster, reach further and prove that purpose-led brands can lead the promo industry forward.”

Written by: Jonny Auping

Published with Permission from PPAI

In what is expected to be a particularly busy year for promotional products industry consolidation, 2025 has its first merger of PPAI 100 suppliers.

On Wednesday, private equity firm Mill Point Capital announced its acquisition of Clearwater, Florida-based Koozie Group (PPAI 114187, Platinum), which it is merging with fellow Sunshine State hard goods leader Garyline (PPAI 112004, Platinum), already a company in the Mill Point Capital portfolio.

Koozie Group had previously been owned by H.I.G. Capital, which acquired it from BIC Group in 2017.

According to the new private equity ownership, the merger is intended to enhance customer service capabilities, broaden product offerings and improve operational scale. The newly combined company will bring together two well-known industry players. An announcement noted the companies’ complementary strengths in product manufacturing, branding and U.S.-based production.

• Koozie Group, which ranked No. 9 in the 2024 PPAI 100, reported $304 million in revenue for 2024, though its sales have slipped slightly since 2021, falling 1.3% over the three-year span.
• Garyline ranked No. 27 in PPAI’s 2024 measure of industry leading suppliers. It reported $57.4 million in promo revenue last year, with sales up 2.5% since 2021.
  

“We are excited about the growth opportunities created by Mill Point Capital’s ownership,” Koozie Group CEO Pierre Montaubin said in a statement on the transaction. “This new financial support allows us to enhance our customer-centric focus through investments in our people, innovation and technology. We will continue delivering top brands, quick turnaround times and plenty of easy-to-use services that will help our customers grow.”

This new financial support allows us to enhance our customer-centric focus through investments in our people, innovation and technology.”

Pierre Montaubin

CEO, Koozie Group

A Strategic Step

Mill Point Capital described the M&A move as a strategic step toward building a more competitive and comprehensive promo industry supplier, pointing to the combined company’s domestic manufacturing footprint.

“With this acquisition, we are creating one of the largest players in the promotional products space,” said Antony Besso, partner of operations at Mill Point and executive chairman of Garyline. “As the industry continues to evolve, we believe that scale and product breadth will be essential for serving customers efficiently and effectively.”

• Financial terms of the deal were not disclosed. The combined company also made no indication of immediate integration plans, but will continue to go to market under separate brands.
• Employees, customers and vendors were made aware of the acquisition on Wednesday.
  

In addition to its base in Florida, Koozie Group also decorates from facilities in Missouri and Minnesota. The company acquired IMAGEN Brands in 2020 and wrapped up consolidation of the brands early last year.

Similar Approaches

After more than six decades in New York City, Garyline began moving its operations to Florida in 2023, and announced the relocation’s completion last August at the same time it revealed Mill Point Capital’s investment. The firm employs more than 500 workers in the Tampa area.

“Our vision has always centered on customer performance, operational excellence and long-term investment in U.S. manufacturing,” Richard Hellinger, CEO of Garyline, said. “We are proud to build on that foundation and support our distributors with enhanced scale, expanded resources and unmatched product diversity.”

Our vision has always centered on customer performance, operational excellence and long-term investment in U.S. manufacturing. We are proud to build on that foundation and support our distributors with enhanced scale, expanded resources and unmatched product diversity.”

Richard Hellinger

CEO, Garyline

Koozie Group made real estate moves of its own recently, selling nearly $36 million worth of property in Florida last year, then leasing it back.

Both companies have taken significant steps toward corporate responsibility – Koozie Group with its Keep It. Give It. initiative, which has brought more than 75% of its products toward lessened environmental impact, and Garyline with its International Sustainability & Carbon Certified auditing and emphasis on post-consumer recycled content.

Written by: Josh Ellis

Published with Permission from PPAI

NC Custom, (Chocolate Inn, Lanco, and Ace), a top-40 ASI supplier, is proud to announce an exciting evolution in its long-standing relationship with M&M’S®. NC Custom is now officially approved as a co-packer for M&M’S® products to the promotional products channel. NC Custom has long maintained a significant footprint in the food space, serving multiple channels through its robust manufacturing capabilities and scalable operations. This foundation has enabled the company to build deep, lasting relationships with many of the world’s leading food brands—both domestically and internationally. Among these relationships, the connection with Mars and M&M’S® has been especially strong. This relationship allowed exclusivity in the promo channel - NC Custom acting as a broker for M&M’S® products. Today, that partnership takes a meaningful step forward as NC Custom becomes a direct co-pack partner, further solidifying its trusted role in delivering premium confectionery experiences. Launch products will include:  ·    Full Color Digibag with Candy-by-Color M&Ms ·    EcoDigibag with Candy-by-Color M&Ms ·    Full Color Digibag with Candy-by-Color M&M’s Trail Mix ·    EcoDigibag with with Candy-by-Color M&M’s Trail Mix “This development reflects the confidence a globally recognized brand like M&M’S® has in our ability to execute at the highest level—ensuring top-tier quality and strict compliance in every product we deliver,” said David Miller, President of NC Custom. In the coming days, NC Custom will roll out an expanded program that includes lower prices, shorter production times, lower minimum order quantities, and a broader selection of M&M’S® offerings. Stay tuned for additional details on this exciting expansion.

Every year, PPAI hosts promo pros in Washington for a day on Capitol Hill to inform legislators and their staffers about the promotional products industry. PPAI’s annual Legislative Education and Action Day gives industry leaders the opportunity to build relationships and advocate for the interests of the branded merchandise community.

Tariffs and trade topped the list of concerns, as well as opposition to the SWAG Act and support for the Modern Worker Empowerment Act.

“Over the past few days at LEAD, we came together with unmatched passion, purpose and professionalism. With 100 appointments and 100% participation from congressional offices, we made our voices heard,” said PPAI President & CEO Drew Holmgreen.

“Most importantly, we left with confidence that our elected officials understand and support the need for balanced strategies that protect fair trade without compromising our industry’s incredible ability to spread joy around the world,” he added. “Thank you for showing up, speaking up and lifting our community.”

RELATED: LEAD Brought Promo’s Voice To Congress: Now It’s Your Turn

LEAD 2025 drew a team of nearly 100 from across the country on April 7 and 8 to the nation’s capital to address issues of particular importance to promo. Whether experienced attendees or first-timers, all were eager to share the promotional products industry’s scope, influence and needs with representatives, senators and their staffers.

“We met with a lot of staffers – and I actually prefer that, because they’re the ones who keep the calendars. I love talking to staffers,” said Dana Steffens, deputy general counsel for SanMar, the No. 1 PPAI 100 supplier and a first-time LEAD attendee.

We left with confidence that our elected officials understand and support the need for balanced strategies that protect fair trade without compromising our industry’s incredible ability to spread joy around the world.

Drew Holmgreen

PPAI President & CEO

Top LEAD Legislative Issues

At the top of the LEAD legislative agenda, attendees expressed opposition to the SWAG Act. This bill would prohibit government agencies from using federal funds on promotional products, which are often used to help educate citizens about public safety programs and health initiatives.

READ MORE: LEAD 2025: Opposing The SWAG Act

A PPAI team met directly with Sen. Joni Ernst (R-Iowa) to discuss the potential harm the bill could cause, not only to the promo industry but to the federal agencies that rely on promotional products to communicate vital information to the public.

“The SWAG Act is the issue that has the most impact on our industry right now, even more than tariffs,” said Scott Hareid, owner of Hareid Marketing and a long-time LEAD attendee. “And most of the legislators we met with were very receptive that a blanket ban is not productive.”

The event also provided the chance to support two bills, one a longstanding issue for the industry, and the other a brand-new Senate effort to reassert congressional authority over tariffs and trade policy.

A significant portion of promo’s sales force intentionally consider themselves to be independent workers. Rule changes in the past few years from the Department of Labor have jeopardized their status, and PPAI has long been advocating to protect independent work relationships. The Modern Worker Empowerment Act would amend the Fair Labor Standards Act and provide a clear definition that is more favorable to independent workers.

READ MORE: LEAD 2025: Supporting The Modern Worker Empowerment Act

Attendees thanked Rep. Kevin Kiley (R-Calif.), who filed the bill, and one of its co-sponsors, Rep. Mark Messmer (R-Ind.), for their support and encouraged other members of Congress to sign on and support the bill as well.

“We had the right meetings with the right people at the right time, and we are building a community that has value in teaching others in the industry,” said Tony Shereda, MAS, vice president of sales for distributor QMI Group.

Just days before LEAD – and the day after the president announced sweeping tariffs – a group of senators introduced bipartisan legislation to restore congressional oversight of such measures. Senators Maria Cantwell (D-Wash.) and Chuck Grassley (R-Iowa) introduced the bipartisan Trade Review Act of 2025 on April 3 to reestablish limits on the president’s ability to impose unilateral tariffs without the approval of Congress. Under the bill, Congress would have the ability to end tariffs at any time by passing a resolution of disapproval.

A PPAI team thanked Grassley personally, and others conveyed gratitude to the offices of fellow sponsors in the Senate: Maria Cantwell (D-Wash.), Mark Warner (D-Va.) and Michael Bennet (D-Colo.).

An important part of the conversations was reminding lawmakers that the light manufacturing – i.e. the decorating and customization that adds value – is largely done in the U.S. by American workers, said Lori Donovan, MAS, an account executive with S&S Activewear, the No. 5 supplier in the PPAI 100 and a repeat LEAD attendee.

“Every single order in our industry is custom,” she added. “We finish it here [in the U.S.], but we have to be able to import it to decorate it.”

The day after PPAI members visited Capitol Hill, the president announced a 90-day pause on reciprocal tariffs for countries that haven’t retaliated against the United States, dropping tariff rates to 10% on imports from most countries. However, tariffs on China were raised to a total of 125%, effective immediately. The announcement comes on the heels of China’s finance ministry vowing to impose 84% tariffs on U.S. goods starting Thursday, April 10, in response to Trump raising tariffs on China to 104%.

READ MORE: Trump Drops Tariffs On Most Countries To 10%; Raises China Tariffs To 125%

Overall, attendees felt very positive about the conversations during LEAD and are already following up.

“We showed up with a clear, unified message on behalf of our industry – and this is just the beginning,” said Alok Bhat, PPAI’s market economist, research & public affairs lead. “We’ll keep the momentum going and continue engaging on the issues that matter most.”

Written by: Rachel Zoch

Published with Permission from PPAI

Last September, PPAI partnered with Green Business Benchmark to help member companies create and track their own sustainability goals with certifications available through GBB. Houston-based supplier HIRSCH is the most recent company to achieve a Platinum Certification from the organization.

• HIRSCH is PPAI 100’s No. 20 supplier.
• To view HIRSCH’s ESG initiatives, including its GBB profile and progress, click here.

“We are thrilled to share our plans for conscious growth with our industry partners and clients,” says HIRSCH CEO Paul Hirsch. “Having sustainability initiatives are so important to us as an organization, as well as the rest of the industry, and we look forward to doing our part.”

We are thrilled to share our plans for conscious growth with our industry partners and clients.”

Paul Hirsch

CEO, HIRSCH

The supplier’s initiatives include sustainability goals through 2035. By that time, HIRSCH intends to reduce Scope 1 and Scope 2 emissions to net neutral and cut its Scope 3 emissions in half. More than 70% of the company’s product portfolio currently has some form of public sustainability policy.

“We understand that sustainability is not just a priority for our clients but a cornerstone of our shared future,” says Brittany Frase, vice president of sales at HIRSCH and a 2024 PPAI Rising Star. “By integrating eco-friendly practices and products into our company and offerings, we intend to meet the demands of conscientious consumers and drive meaningful growth.”

We understand that sustainability is not just a priority for our clients but a cornerstone of our shared future.”

Brittany Frase

Vice President of Sales, HIRSCH

Industry Success In Sustainability Is Possible

GBB offers sustainability management, program management, benchmarking and well-respected certifications.

• PPAI members can now access GBB’s standard or premium memberships for 50% off of the normal price.
• Interested members can access that discount – and learn more – by clicking here.

GBB’s many offerings and possibilities come together to take the daunting and often unrealistic tasks in front of an organization that might find itself Googling, “How to be sustainable” and turns them into initiatives that are every bit as approachable and detailed as any other business plan.

“This really starts to narrow your scope and gives you a better sense of what you can do,” says Elizabeth Wimbush, PPAI’s director of sustainability and responsibility, who played a large role in helping curate the specifics of the partnership.

Written by: Jonny Auping

Published with Permission from PPAI

Prime Line (PPAI 112744, Silver), the hard goods division of S&S Activewear (PPAI 256121, Platinum), has been relaunched following the appointment of industry veteran Eric Levin as general manager in November 2024.

• S&S Activewear finalized its acquisition of alphabroder, parent company of Prime Line, in October 2024.
• S&S Activewear was ranked as the No. 5 supplier in PPAI 100 before its acquisition of alphabroder, which was ranked No. 2.

“The industry has spoken, and we’ve listened,” Levin says. “Prime Line’s fresh vision brings a strong foundation of commitment to customer success, innovation and timeliness. This relaunch is about elevating the experience for distributors with improved service, expanded product lines and a commitment to delivering the highest-quality promotional solutions in the market.”

What Distributors Can Expect

As part of the relaunch, Prime Line has a comprehensive selection of best-selling and new, on-trend hard goods products; dedicated sales and support teams; and an enhanced digital experience with a redesigned website.

RELATED: Distributors React To S&S Activewear’s Acquisition Of alphabroder

The division pledges to have faster response times, streamlined order processes and a renewed commitment to distributor success.

“We’re taking Prime Line to the next level,” Levin says. “Distributors can expect a brand that is more responsive, innovative and committed to their success than ever before.”

Levin brings over three decades of experience in the promo industry and a deep knowledge of the hard goods sector. Having founded the company Jetline, which he successfully led through considerable growth, Levin has remained in the fold through a series of acquisitions.

Written by: John Corrigan

Published with Permission from PPAI

iPROMOTEu (PPAI 218870, Platinum) – the No. 11 distributor in the PPAI 100 – has announced a series of leadership promotions and organizational enhancements, which went into effect on March 13.

As part of this evolution, all operations across iPROMOTEu and AIA Corporation, which was acquired by the former in September, will be unified under the iPROMOTEu brand and leadership team beginning April 1.

Here are the executive promotions:

• Joe Hoffmann has been promoted to COO
• Laura High has been promoted to senior vice president of marketing
• Steve Gardner has been promoted to senior vice president of business development
• Tammi Ouillette has been promoted to vice president of HR

These leaders, along with CFO Nancy Schmidt; Dave Saracino, senior vice president of affiliate sales and support; Dave Kneram, senior vice president of technology; and Rich Berg, senior vice president of sales operations and distributor exchange, will continue to report directly to CEO Lori Bauer, a member of the PPAI Board of Directors, as members of the iPROMOTEu executive leadership team.

Their expertise, vision and unwavering commitment to our mission make them the ideal team to guide us through our next chapter as a unified company.”

Lori Bauer

CEO, iPROMOTEu

“I’m incredibly proud of the leadership team we’ve built and the meaningful impact they continue to make, both within iPROMOTEu and across the industry,” Bauer says. “Their expertise, vision and unwavering commitment to our mission make them the ideal team to guide us through our next chapter as a unified company.”

Even More Promotions

In addition to bolstering executive leadership, iPROMOTEu promoted several staff members to new leadership roles, including:

• Nicki Staats to vice president of vendor management
• Melissa Maroszek to manager of vendor management
• Laurie Crowder to director of operations
• Ryan Carney to senior manager of operations
• Dawn Miller to senior manager of virtual assistants and sales support
• Nicole Ridlon to senior manager of affiliate onboarding and training
• Eric Porter to director of technology product management
• Jeremy Judnic to senior IT infrastructure manager
• Larry Hackney to senior technology product manager
• Carrie Lewis to creative and brand director
• Stephanie Carey to senior digital marketing manager
• Ted Janssen to senior financial analyst FP&A
• Angela Johnson to senior HR manager
• Ed Edgecombe to office manager, Wayland
• Kerri Pankow to office manager, Appleton

As part of the Wayland, Massachusetts-based company’s structural enhancements, iPROMOTEu has created a dedicated operations department focused on process alignment and system harmonization. Several team members have also taken on broader responsibilities to further strengthen integration, technology, marketing strategy, affiliate success and cross-functional collaboration.

“Our goal has always been to empower independent distributors to grow their businesses with confidence and support,” Bauer says. “With a unified team and a bold future vision, iPROMOTEu is well-positioned to lead the promotional products industry forward.”

Written by: John Corrigan

Published with Permission from PPAI

Vantage Apparel, the foremost supplier of custom-branded apparel known for its award-winning decoration and integration capabilities, celebrates 20 years of its Vansport line. Performance wear has become a staple in both the corporate and casual apparel markets, and no collection embodies this evolution better than Vansport by Vantage Apparel. Originally introduced as a moisture-wicking polo line, Vansport has expanded over the last two decades to include a full range of performance-driven styles designed for versatility, comfort, and durability.

"Performance wear was trending—its permanence after twenty years speaks for itself," said Ira Neaman, President of Vantage Apparel on the inspiration behind launching and the continued success of the Vansport line.

Since its inception, Vansport has expanded beyond its signature moisture-wicking polos to include a comprehensive collection performance-driven styles, including ¼ zips, full zips, and woven shirts. What sets the line apart is its commitment to advanced features like moisture-wicking, UV protection, and spandex-enhanced flexibility, ensuring all-day comfort.

Designed to appeal to all generations and lifestyles, the Vansport line seamlessly blends business and casual wear—a polo perfect for the golf course can be just as easily layered under a ¼ zip for the office or paired with jeans for weekend errands.

Vansport’s journey began with styles like the men’s and ladies’ cotton/poly blend polo, the polo with collar-edge trim detail, and the cotton/poly blend mock turtleneck, as pictured in order below. The collection has since evolved to include Vansport Pro, introduced in 2015 as a premium performance line featuring sublimated polos with moisture-wicking, spandex, UV protection, and antimicrobial properties. The Vansport Pro Tonal Micro-Stripe polo, which was part of the original Vansport Pro launch, remains an active best-seller today.

Other best-selling styles include the 2600/01 polo and the 3450/51, reflecting Vansport’s ongoing popularity in the market.

As Vansport celebrates its 20-year milestone, new additions continue to build on its legacy of performance and versatility. The 2025 lineup includes:

Sandhill Pinstripe Shirts Peak Performance Jackets Digi Print Polos

Whats the inspiration behind the name Vansport? According to Ira Neaman, “Van” comes from Vantage, and every sport benefits from performance.” This philosophy has been at the heart of the line for 20 years, delivering garments that move you, wherever the day takes you.

Beyond performance, Vansport is known for its longevity—garments maintain their color vibrancy even after 50 washes—and sustainability, utilizing high-quality conventional and recycled yarns.

Customers continue to recognize the value of the Vansport line. "I love Vansport because it offers an affordable price point without sacrificing quality. The Zen ¼ Zip is my personal favorite—the material is so comfortable, and it comes in a wide variety of colors, making it an easy sell," said Kayla R. of Perfect Promotions.

“I have several Vansport pieces that I have received over the years. The Women’s Victory Polo is great—it fits well, and the color options with decoration are very flattering. The ¼-zips fit great as well. I have

received numerous compliments on these when I’ve worn them to events. Vansport is truly a go-to for team apparel, as we can always find items that everyone likes and continues to wear beyond the event,” added Lori U. of Vernon Company.

With a rich 20-year history and a bright future ahead, Vansport continues to define performance apparel, proving that innovation, comfort, and style never go out of fashion. For more information on the Vansport Collection, visit www.vantageapparel.com.

Goldstar (PPAI 114031, Platinum), PPAI 100’s No. 16 supplier, has announced its expansion into Australia and New Zealand through the acquisition of Australian supplier globalcatalogue.

This strategic move strengthens the Tennessee-based company’s global reach and brings Australian distributors a wider selection of writing, stationery, drinkware, bags and more products.

• Founded in 1981 and based in Sydney, globalcatalogue brings advanced global order fulfillment capabilities to Goldstar’s growing network.
• Daniel Derofe will continue as general manager to ensure a smooth transition, the company says.

“We’re thrilled to welcome globalcatalogue to the Goldstar family,” says Heather Smartt, global head of Goldstar. “This collaboration presents an exciting opportunity for us to work together, making global business easier and aligning with our goal to support more distributors worldwide.”

This collaboration presents an exciting opportunity for us to work together, making global business easier and aligning with our goal to support more distributors worldwide.”

Heather Smartt

Global Head, Goldstar

RELATED: Goldstar Debuts Rebrand With ‘Layers Of Meaning’

Goldstar’s Expansion

As part of its broader global growth strategy, Goldstar now operates across North America, Europe and Oceania.

• The company is also expanding into Italy, Spain, Portugal and the Netherlands, further strengthening its international presence.
• Sustainability remains a key priority with Goldstar collaborating with globalcatalogue to integrate ESG practices and improve responsible sourcing across both products and operations.

“We’ve built something special at globalcatalogue, and this next chapter with Goldstar takes it to the next level,” Derofe says. “There’s so much potential ahead.”

Written by: John Corrigan

Published with Permission from PPAI

The word “busy” often carries negative connotations, suggesting unapproachability, a lack of control over time or an unwillingness to take on more.

This year, one of my goals is to remove “busy” from my vocabulary. However, I’ve realized how challenging this is while balancing my roles as a mother of two, an executive and a boss. For example, when PPAI asked me to write this column, my first thought was, “I’m too busy to write it, and everyone else is too busy to read it.”

Since I had already said yes and couldn’t change my mind, I asked myself what would I stop to read no matter how packed my schedule?

• What advice do I wish I’d received when I started in this industry 14 years ago?

I asked a few colleagues what advice they wished they had received when they started. Among the many responses, my biggest takeaway was that I wished someone had connected the dots between the career advancement articles I was reading outside the industry and promo-specific insights. That’s exactly what I aim to do here.

Welcome to Frase’s Phrases – a quarterly series where I’ll share three impactful phrases, expressions, quotes, clichés or lessons that I’ve picked up along my journey, along with how you can apply them in the promo industry to advance your career.

Today, we’re diving into mentorship.

“If I have seen further, it is by standing on the shoulders of giants.” – Isaac Newton

I’d assume this is true in all industries, but in promo, it’s especially relevant. You don’t need just one mentor – you need many, all at once. My first official mentor came to me when I had no idea where to begin.

PromoKitchen, an all-volunteer nonprofit organization, seeks to educate and mentor within our industry. When I had no idea where to go for my first mentor, I started here, and I encourage you to do the same. I was matched with a mentor who shaped my entire career. A decade later, even though he’s now enjoying retirement, I still call him for advice in my role as a vice president of sales – just as I did when I was an inside sales rep.

You don’t need just one mentor – you need many, all at once.”

Brittany Frase

VP of Sales, HIRSCH

Ask yourself: Who do you look up to? Whose social posts do you always engage with because they’re insightful and resonate with you? Reach out to that person and say, “I’d love to have your insight on X issue. If you can carve out 15-20 minutes of your time for me, I’d love to pick your brain about it.”

Early in my career, I read countless articles on how to ask for a mentor, but they often made it too complicated. Just ask for help with a specific issue, and the mentorship will develop naturally – no official agreement needed.

“Do what you do best and outsource the rest.” – Peter Drucker

If you’ve ever worked with or for me, you’ve heard me say this often enough that it’s likely eyeroll inducing. As an exercise, I encourage you to pause and write down three things you excel at and three things you don’t.

If you already know your weaknesses, this is a great topic to discuss with a new mentor. Ask them for specific strategies to address your blind spots, and if you’re in a leadership role, consider delegating these tasks. Their guidance can help you develop targeted action steps to overcome challenges and become a more effective professional.

ICYMI: skucon Inspires Promo Pros Ahead Of The PPAI Expo 2025

And if you still feel like it’s a weakness? There is power in realizing it’s okay not to be the best at everything. Recognize who is the best at that weakness and ask for their help if you’re a colleague. If you’re in a position to, delegate that task, so that you can focus on the things you excel at.

If you’re unsure what your weaknesses are (and trust me, I get it – my husband thinks I’m flawless!), this is another great question for a mentor. Ask someone who has worked with you long enough to help define your biggest opportunities for growth. Resist the urge to get defensive and embrace their feedback as an opportunity for improvement. A good mentor will see strengths and weaknesses that you might not recognize in yourself.

“The best leaders are lifelong learners.” – John Wooden

Your mentors don’t always have to be people you know or are matched with in a program. I’ve taken away valuable perspectives from many a sales, marketing or general business book. I consider myself a lifelong learner, and I encourage anyone starting in this business to do the same.

RELATED: Book Club: The Art Of War In Business

Our industry is certainly unique, but it’s not that unique, and by that I mean – there are plenty of other people in other industries facing the same challenges you are that have overcome them and thrived. While I wouldn’t call books my mentors, I would certainly say they’ve provided mentorship, as have PPAI conferences, commonsku educational events and meet-ups with colleagues in similar positions as myself in the industry.

From Phrases To Actions

The key to a successful mentorship is not just asking the right questions but acting on the answers.

These are three of the phrases that have stuck with me throughout my promo career, helping me navigate new challenges and opportunities. Start seeking out mentors and applying these questions today. You’ll be amazed at how your mentors and mentorship can transform your trajectory.

And if you ever feel too “busy” to take that first step, remember that being busy shouldn’t be a badge of honor or an excuse. Prioritizing mentorship and learning will ultimately help you gain more control over your time and career.

Frase, MAS, is vice president of sales at HIRSCH – PPAI 100’s No. 20 supplier – and a 2024 PPAI Rising Star.

Written by: Brittany Frase

Published with Permission from PPAI