#24 Mitch Freed

Genumark (asi/204588) – CEO

2025 Rank: #19

Industry Experience: 10 years

Previous Appearances on Counselor Power 50: 4

Despite cross-border tariff friction with the U.S., CEO Mitch Freed guided Genumark (asi/204588) – which has satellite offices throughout Canada and the U.S. – to 15% year-over-year growth in 2025, earning it a return to the Counselor Top 40 distributor list. (Mitch’s father, Mark, Genumark’s executive chairman and a former Counselor Power 50 member, has stepped away from daily management of the company.)

The CEO of Canada’s largest distributor cites big RFP wins, bringing an estimated 5% to 8% in new contract value, and a new European presence, including fulfillment operations in the U.K. and the Netherlands, among the growth factors. All this came amid complex international trade challenges and an ERP transition. Genumark was also recertified as a B Corp, named one of Canada’s Best Managed Companies for the 16th consecutive year and made the Counselor Best Places to Work list.

Next, Freed is looking to grow the company’s U.S. business, raise productivity for each sales rep, expand inventory programs and finish the company’s migration to the Zoho software suite. Management has also enlisted an AI consultancy to help identify opportunities for automation that will also boost efficiency.

“We’re also building Genu-bot, an internal assistant that gives our people one place to reach our documents, dashboards and systems,” he says. “And we’ve started optimizing for AI search, because buyers increasingly ask an AI tool before they ask Google.”