Counselor Top 40 firm SanMar (asi/84863) and Counselor Top 40 distributor Genumark (asi/204588) have both been recognized as being a 2025 Best Managed Company, in the U.S. and Canada, respectively.

Deloitte Private and The Wall Street Journal recognize U.S. companies that have demonstrated excellence in strategic planning and execution, a commitment to their people as well as maintaining financial performance and governance.

Honorees drove their businesses forward while remaining dedicated to their people and focusing on their customers, organizers said. Advanced technology, including artificial intelligence, took center stage for many of the companies, as they looked to create efficiencies and enhance the quality of products and experiences.

“I’m proud to share with our team that their dedication to our customers and their communities has been acknowledged for the fourth time, earning us the recognition of Gold Standard,” said Jeremy Lott, president and CEO of SanMar and a member of the Counselor Power 50 list of the most influential people in promo.

In Canada, Genumark, a certified B Corp, was named a 2025 Platinum Club winner of Canada’s Best Managed Companies program, sponsored by Deloitte Private, along with CIBC, The Globe and Mail, and TMX Group. Platinum Club winners are businesses that have maintained their Best Managed status for seven years or more.

“We’re incredibly proud to be named one of Canada’s Best Managed Companies again in 2025, and to continue our Platinum Club streak makes it even more meaningful,” said Mitch Freed, CEO of Genumark and a member of the Counselor Power 50. “This recognition reflects the passion and commitment our team bring to the table every day. It’s their drive to push boundaries and lead with purpose that keeps us moving forward.”

To achieve Best Managed status, companies undergo a rigorous application process. They’re judged on core business criteria across four pillars – strategy, capabilities and innovation, culture and commitment, governance and financials – by an external panel of judges. U.S. designees have revenues of at least $250 million. Canadian designees must have revenues of at least $50 million in Canadian dollars.

Based on estimated 2023 North American promotional product revenue of $3.6 billion, SanMar ranked first on Counselor’s most recent list of the largest suppliers in the industry. With 2023 North American promotional products revenue of $44.1 million, Genumark ranked 39th on Counselor’s most recent list of the industry’s largest distributors.