#19 Mark Freed & Mitch Freed

Genumark (asi/204588)

2024 Rank: #16

Mark Freed – Executive Chairman

Industry Experience: 31 years

Previous Appearances on Counselor Power 50: 19

Mitch Freed – CEO

Industry Experience: 9 years

Previous Appearances on Counselor Power 50: 3

After a flurry of high-profile hirings since late 2023, the past 12 months have posed a challenge for Genumark (asi/204588), particularly the impact of tariffs. But Mark and Mitch Freed – who slide three places on this year’s Counselor Power 50 list – are optimistic for the coming months, especially as their company has exceeded its 2025 goals for U.S. sales and grown its Canadian uniform programs. Currently, they’re working on an ERP migration with AI features and have three main goals for the next few years: grow U.S. sales to eight figures, increase productivity per sales rep and improve EBITDA. The team is also committed to sustainability as a certified B Corp – last year, the company announced a partnership with TELUS Environmental Solutions to offer giveback opportunities for clients and was named a Best Managed Company in Canada this past spring. “We lead with three commitments,” say the Freeds. “We want to be big enough to matter but small enough to care, to grow with purpose as a B Corp and to help businesses tell their stories through branded merchandise that creates real connection.”

They also say that being a father-son duo has benefited the firm: “We aligned quickly on solutions: modernize our systems, invest in automation and strengthen sales enablement so our people could thrive despite operational headwinds,” they say. “That mix of generational perspective and unified leadership allowed us to turn challenges into forward momentum.”