Jeanne Stucker was looking forward to hitting the road to ASI Show Fort Worth.

The new ASI member – and first-time show attendee – made the four-hour drive (with an overnight stop) from Arapaho, OK, to the event, held from March 29 to 31 at the Fort Worth Convention Center, with her business partner and daughter-in-law Kristina Stucker to explore education offerings and product trends.

“The suppliers were great,” says the owner of Country Chick Designs (asi/169233). “They offered ideas I hadn’t thought of and they were personable, not just talking sales.”

Fort Worth attendees head to the show floor at the official opening of Exhibit Day 1.

The Stuckers also spent time in education classes, including sessions that were part of the first-ever ESP+ User Conference held in tandem with Education Day on Saturday the 29^th (see sidebar).

“The User Conference was excellent,” said Stucker, who added that Kristina is planning to attend ASI Chicago this summer. “There was so much information on ESP+ that was either new or explained in a different way. We left the barbecue after the first exhibit day really pumped – it was hard to sleep.”

That positive energy permeated the entire show – from a revamped schedule to in-depth discussions on tariffs, to a thought-provoking keynote and a 40% year-over-year increase in attendance.

Must-See Product Trends

On the show floor, suppliers featured the latest in product design and imprinting techniques. Among the highlights were retail-inspired women’s apparel, uniquely textured decoration, custom socks and sneakers, playful colors and larger-than-life inflatables.

RTIC Outdoors’ (asi/77359) lifestyle-inspired booth featured drinkware and coolers in soft pinks, purples, blues, yellows and greens with trendy color-matching lids.

An area just off the show floor highlighted new products from suppliers – throughout the event, attendees were able to vote. (The winning products are featured here in ASI Media’s latest Editor’s Picks showcase.)

Conversations between exhibitors and attendees ranged from ideas for upcoming campaigns to the potential impact of tariffs. Kim Peters, owner of Fully Promoted Lethbridge (asi/483805) in Alberta, hit the show floor between sessions hosted by Counselor Top 40 distributor Fully Promoted (asi/384000), which held its national sales convention during the show.

“We looked at the show through a different lens this time,” she said. “It was less about finding new suppliers and more about having deeper conversations about challenges on both sides of the border in our industry and ways we could help each other. We always appreciate being able to tap into what’s going on with our U.S. counterparts.”

The trade wrangling has been a significant topic of conversation within the industry, including in Fort Worth. Both Education Day and Exhibit Day 1 began with special sessions on tariffs – a Q&A with ASI President and CEO Tim Andrews kicked off the supplier-led Lunch & Learn ahead of education sessions on Saturday, while a panel featuring Counselor Power 50 members Lori Bauer, CEO of Counselor Top 40 distributor iPROMOTEu (asi/232119), and Dan Jellinek, CFO of Counselor Top 40 supplier The Magnet Group (asi/68507), led into the Brunch Brainstorm, a peer discussion and networking opportunity, before Exhibit Day 1.

From left: Matthew Cohn, vice chairman of ASI, introduces Tariff Panelists Dan Jellinek of Counselor Top 40 supplier The Magnet Group (asi/68507), Lori Bauer of Top 40 distributor iPROMOTEu (asi/232119) and Moderator Sara Lavenduski of ASI.

“The panel was informative, and we appreciate others’ perspectives,” said Joan Lange, owner of Presmento LLC (asi/299077) in Austin, TX. “The Brainstorm allowed for good conversation and discussion on marketing and market trends.”

Lange also enjoyed the New Product Preview at the conclusion of Education Day, which featured an open bar, small-plate food options and about 20 exhibitors featuring their latest products. “It allowed us to have full conversations with suppliers,” she said.

Likewise, suppliers appreciated the smaller setting as a way to gear up for two full show days. “We like the New Product Preview,” said Jimmy Crist, the Texas-based regional sales manager for The Magnet Group. “It gives us a chance to have conversations with distributors and let them know we’ll have even more to show them on the floor the next day.”

Actionable Takeaways From Education Sessions

In addition to seeing new products and conducting quality conversations, distributors had the opportunity to attend a variety of different educational sessions. The half-day ESP+ User Conference included sessions hosted by ASI’s resident experts on finding products in ESP+, creating presentations, streamlining orders and customizing ESP+ websites.

Other sessions featured must-know information about creating a “frictionless” client experience, with Bill Petrie, founder of brandivate, and expanding decorated apparel offerings, with Lizz Reidy and Jenna Sackett of Stahls’ (asi/88984).

Competitive race car driver Torsten Gross delivers a powerful keynote on Exhibit Day 2.

Power Sessions on the show floor included social media and sales insights, as well as information on the print market – such as “Proof Positive: How Promo Distributors Have Profited With Print,” a panel moderated by Denise Gustavson, editorial director for the media brands under PRINTING United Alliance, ASI’s strategic partner, that featured three ASI distributors who also offer print services. Industry veteran Cliff Quicksell also gave his hard-won tips for not selling on price and instead, leaning into value and expertise.

Exhibit Day 2 opened with a morning keynote delivered by Torsten Gross, a competitive race car driver and scuba diver who also happens to be a quadriplegic. He had an important message for attendees.

“Everyone has a wheelchair, something that we think holds us back,” he said. “Make your wheelchair your superpower.”