Awards October 26, 2026
Counselor Power 50 2026: No. 4 Frank Myers, S&S
Welcome to the 2026 Counselor Power 50 list, which ranks the most influential people in the promo products industry.
#4 Frank Myers
S&S (asi/84358) – CEO
2025 Rank: #4
Industry Experience: 17 years
Previous Appearances on Counselor Power 50: 3
Counselor Top 40 supplier S&S (asi/84358) has a new look this year after dropping the “Activewear” from its name and debuting a new brand identity. For CEO Frank Myers, it was an important milestone. “It was really a celebration of how far the company has come over the last four decades and a reflection of who we are today,” he says.
The supplier, which recorded $3.5 billion in revenue in 2025, continues to evolve under Myers’ direction. This year alone, S&S added buzzy brands Legends and Ariat and expanded its partnership with adidas; announced the construction of a 500,000-square-foot distribution center near Phoenix and the move to a larger facility in Vancouver; and debuted ApparelSoft IQ, a new AI-driven technology designed to anticipate customer demand and optimize inventory decisions.
It’s been a lot to keep up with, and Myers says customer expectations regarding speed and services continue to heighten. “We’ve tried to use that change as an opportunity to get better – listening more closely to our customers, challenging how we do things and finding new ways to make it easier for them to do business,” he says. “That focus has helped us navigate a lot of change this year and positioned us well for what’s ahead.”
Next year, Myers wants to still bring in new brands and categories “since apparel is the foundation of S&S and that starts with product,” he says. He also wants to expand the company’s Business Solutions offerings, which include API/EDI integrations, QR code-labeled apparel and packaging, and FAST, a platform connecting distributors to nearly 40 production partners.
AI Perspective
“AI is obviously moving incredibly fast, but the mindset behind it – using data and technology to solve complex problems and make better decisions – has been part of how we think about the business for a long time.
“When I first started at S&S, one of the first problems we focused on was demand forecasting and inventory. In our business, having the right product in the right place at the right time is incredibly important – and also incredibly complex.
“Earlier this year, we took another significant step forward with ApparelSoft IQ, which uses AI to help us make better forecasting and inventory decisions. We’re already seeing the impact. Since bringing it online, we’ve reached the lowest out-of-stock levels in our company’s history.
“We’re also using intelligent automation across our distribution network to improve how we schedule and process orders with greater speed and accuracy. Today, we’re operating at a 99.9% order accuracy rate.”