There aren’t many people who haven’t heard of the culturally iconic theory “Six Degrees of Separation” – the premise being that any two people in the world can be connected through a chain of no more than six acquaintances. When it comes to this year’s Counselor Lifetime Achievement Award recipient and the hundreds of thousands of people in the promo industry, “Two Degrees of Chuck Fandos” is more than sufficient.

To say that Fandos – who co-founded the Missouri-based distributorship GatewayCDI and sold it to The Pebble Group, then becoming an integral part of the launch of Facilisgroup in 2006 which was also then sold to The Pebble Group – is “industry famous” is putting it mildly. It’s 10 years to the month since he was named Counselor’s 2016 Person of the Year, and is now achieving a feat few others in the industry have: being honored with another Counselor accolade, due to the effusive and voluminous nominations that flooded ASI’s Editorial offices as soon as the call for nominations opened in early January. And wowza, did the nominations have a central theme, as they all explained, in great detail, exactly how Fandos has supported members of the industry across age, gender and leadership levels; how he personally helped shape careers; and how he’s been the bulwark promo folks turned to when life crashed hard against them.

“There are very few people in this world who leave a lasting mark not only through what they accomplish, but through the people they inspire along the way – Chuck has done both for me and so many of us in the industry with grace, humility and unwavering character,” says Kellie Claudio, senior director of corporate sales for Melin (asi/34372) and Counselor’s 2018 Woman of Distinction. “To call him a mentor doesn’t fully capture what he’s meant to me, personally, for the past 28 years, as he’s been a trusted adviser, a steady hand during uncertain moments, a source of wisdom when answers were hard to find, and most importantly, a loving friend. Chuck’s belief in others has lifted countless people higher than they ever thought possible, as we all know firsthand how powerful his encouragement, guidance and loyalty can be. He’s helped shape not only my career, but the person I have become. We’re all so fortunate to carry his inspiring lessons.”

Chris Lee, CEO of The Pebble Group and a member of Counselor’s Power 50 list of the industry’s most influential people, has known Fandos for nearly two decades and trusts his business acumen unreservedly – but his character and ethics even more.

“Through Chuck, I observed the long-term value of creating deep relationships, and because of him we were able to complete two life-changing acquisitions with GatewayCDI and Facilisgroup,” says Lee. “But more importantly, there’s a friendship that transcends it all. A wonderful man, Chuck is someone people simply want to spend time with, and our lives are richer for it.”

‘Bubble Gum & Duct Tape’

Fandos was raised in the restaurant and cafeteria business in the Greek community in which his family lived – “poor people who made sandwiches together.” He entered the promo business in the summer of 1988, where he not only found the industry that would change his life, but the person who would as well – his wife of 40 years, Susie. “I had left the family restaurant business and after a short time, Susie and I started Gateway Promotions,” Fandos recounts. It took another five years before the next gamechanger entered his life in the form of his erstwhile business partner and confidant Conrad Franey joining the business. “Talk about running things with bubble gum and duct tape,” he laughs. “There were no computers, and you’d type orders with seven copies and wait weeks – weeks – for the order process to play out with mail approvals, art approvals and re-dos. You tended to work with suppliers logistically close to you because there wasn’t an option for overnighted artwork, and working with a local screen printer was easier than dealing with hard goods suppliers who were out of state. It was limiting and it’s amazing we were all as successful as we were back then.”

When Fandos contemplates how deeply and thoroughly his life has been impacted by his decades in promo, the scope and enormity of it isn’t lost on him. “I was raised in communities where everyone helped each other, so in promo, I worked on my own but then started to befriend people,” he says. “You have to remember that people did their own thing back then, as there weren’t mobile phones or social media … sure, we had trade shows a few times a year, but everyone was really operating independently.”

He recalls sitting at a bar and pitching the idea of starting a community where people shared information and would be available for advice and guidance. And that was the basis of where the Legacy Group, the industry buying and networking entity that still thrives today, had its genesis. “I’ve always been incredibly lucky to meet the smartest, nicest and most interesting people who were selfless in wanting everyone around them to succeed. Being with those people and connecting those people … that’s my secret sauce.”

“Chuck’s belief in others has lifted countless people higher than they ever thought possible, as we know firsthand how powerful his encouragement, guidance and loyalty can be.” Kellie Claudio, Melin (asi/34372)

Memo Kahan, CEO of Counselor Top 40 distributor PromoShop (asi/300446) and a member of the Counselor Power 50, is at the helm of one of those Legacy Group companies that benefited from the Fandos Effect. “Chuck took me into his group of industry friends and it’s been one of the best things for my life and career,” Kahan says. “He helped me, my company and the industry overall with how much he cares about making us all better and more successful. I will forever be thankful for his guidance and friendship.”

The Community He Hoped For

As Fandos became more embedded in the industry, he began going to more events, volunteering to participate in committees, speak at meetings and shows, and help facilitate discussions. “Conrad and I got asked to join the Large Distributor Group – the LDG – which is ironic because we were such a small company then. HALO, AIA, Vernon, Geiger … they were all in it and were tiny by comparison. But that’s where I met the people who would have so much impact on me – people like Dave Regan, Terry McGuire, Marc Simon, Gene Geiger, David Nicholson, Paul Bellantone and, of course, Dave Saracino and CJ Schmidt – two of my closest friends. It was the community I hoped for and it’s why I tell people, ‘Get outside of your head and business and mentor because you learn so much and get back what you give, tenfold.’ When you’re having a business problem, need advice or just need someone to golf and clear your head with, you’ve got a whole network who knows exactly what you’re going through. It’s priceless.”

Mitch Mounger, executive vice president of strategic accounts for Counselor Top 40 distributor HALO (asi/356000), became friends with Fandos when Mounger was running his own distributorship, WA-based Sunrise Identity, before he sold to HALO in 2018. Mounger doesn’t mince words when explaining Fandos’ impact on him and the industry: “Chuck is one of the rare people who turned competition into community – without question, he was the first to bring so many of us together, and he has been the glue ever since,” Mounger maintains. “He’s mentored people across this business with incredible generosity, never keeping score, always making time and always showing up. Chuck built a circle of smart, strategic, slightly wacky people who genuinely care about each other, and that doesn’t happen by accident; it’s because Chuck made people feel seen, valued and connected. What makes Chuck even more special to me is that our relationship goes far beyond professional respect. In a business full of transactions, Chuck has always led with loyalty, heart and genuine friendship. I’m proud to call him a friend, grateful for his mentorship, and honestly believe my life and this industry are both better because of the community he built.”

“Chuck is one of the rare people who turned competition into community – he’s mentored people across this business with incredible generosity, never keeping score, always making time and always showing up.”Mitch Mounger, HALO Branded Solutions (asi/356000)

And without question, one of the guiding ideals in Fandos’ promo career has been the idea that the industry’s foundation is relationships. “If you want success, cultivate relationships with everyone you work with – suppliers, clients, competitors,” Fandos believes. “Like dating, you’ve got to go up and talk to people. Keep in mind: when I started, there was no LinkedIn or ZoomInfo – you just went up to a company’s receptionist and asked, ‘who handles marketing here?’ You grew by providing good service and word of mouth. We were so focused at GatewayCDI – we had amazing clients like Google when it was 150 employees and Gateway, with the cow spots branding. It was so fun, but so much work. Conrad and I were going all the time – 125 days a year for 25 years. I loved it but it took a toll and it beats you up. With Facilis, I was running two companies, which was exhilarating but really tough and it got me to the next level; that’s where I met people like Mitch Mounger and David Nicholson. The quality of your life is the quality of your relationships and the tough times when you’re first getting started and working the hardest are usually the best – that’s the secret no one tells you.”

Jamie McCabe, owner of McCabe Promo (asi/264901) in London, Ontario, has known Fandos since the early 2000s. “There aren’t too many people I implicitly trust – no matter what’s involved – business, travel or my personal health,” McCabe says matter-of-factly. “If Chuck suggested it, I did it. I feel like he had the whole industry by the tail. His advice, guidance and steadfast friendship have been a constant in my life and certainly one of the reasons why I’ve made many of the good decisions I have. When I think about the high points in my career and the business, there’s a good chance the choices that brought me there trace back to a conversation with Chuck.”

Fast Tech & Personal Touches – The Best of Both Worlds

For Fandos, well, his wish for the industry is two-fold: “First, I wish there was more tech and better tech,” he says. “Everybody has different systems and it’s all held together tenuously. It’s a reactive position rather than a proactive one. I mean, the real estate industry is a lot bigger than promo and they’ve figured it out.”

Second, Fandos – while acknowledging the importance, speed and efficiency of technology such as AI – implores industry pros to remember the irreplaceable value of face-to-face communication. “Especially with AI, we’re going to need personal touches like phone calls, handwritten notes and in-person lunches and visits to stand out and be memorable. Let’s not forget that the industry was built on the gift of gab and we’re losing that a little, which is a shame. People need to get involved and interact with all kinds of folks in the industry, from younger and older people, and go to events in person. I’m telling you – it makes all the difference.”

And in the pantheon of memorable moments surrounding a career and a life as storied and rich as Fandos’, there’s one notable constant. “If you ask me for my funniest memories in the industry, they all involve Dave Saracino, I can tell you that.” Fandos is reminded that the year he was Counselor’s Person of the Year, Saracino was also, ironically, the Lifetime Achievement Award recipient. The Counselor Awards’ now-infamous bar bill reflecting the audience in attendance to support Fandos and Saracino was, needless to say, Dionysian.

Fandos, third from left, engaging in one of his favorite pastimes with some of his favorite people (from left): Conrad Franey, John Leahy, Fandos, Paul Lage, Memo Kahan, John Papa and Kris Robinson.

Chuck and Susie Fandos, the couple who started Gateway Promotions together, will be celebrating their 40th anniversary this September.

Fandos takes the stage at the 2016 Counselor Awards.

Chuck Fandos with two of his closest friends, Mitch Mounger of Counselor Top 40 distributor HALO Branded Solutions (asi/356000) and Dave Saracino of Counselor Top 40 distributor iPROMOTEu (asi/232119).

Fandos and Saracino at the 2016 Counselor Awards when they were named the Person of the Year and Lifetime Achievement Award recipient, respectively.

Memo Kahan, Maddie Schmidt and Fandos at the 2017 Counselor Awards.

At lunch in Florida (from left) Dave Saracino, Martin Weber, Fandos, Tom Savio, (seated) Conrad Franey and CJ Schmidt.

Fandos, Memo Kahan and Dave Saracino at a Counselor Awards after-party.

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“I’m certain there’s no one in our industry who deserves Counselor’s Lifetime Achievement Award more than Chuck,” Saracino, SVP of affiliate sales & support for Counselor Top 40 distributor iPROMOTEu (asi/232119), says emphatically. “Yes, there’s his mentorship for others and all he’s done to improve our industry; but those of us who know Chuck best understand the real achievement – the lives he’s impacted, the trust he’s earned, and the example he’s set every single day and night. I’m so appreciative for everything he’s done to make the industry better, and proud to call him my best friend.”

Post-event, Saracino and Fandos recorded this video – showcasing the banter evident through their years-long friendship – acknowledging Saracino’s Lifetime Achievement Award and Fandos’ Person of the Year award at the 2016 Counselor Awards held at the Natural History Museum in Chicago.

CJ Schmidt, CEO of Counselor Top 40 supplier Hit Promotional Products (asi/61125) and the 2024 Counselor Person of the Year, concurs with Saracino. “Chuck has meant everything to me, and in addition to being one of my best friends, he’s taught me more than I could ever forget about business, the industry and life,” Schmidt says. “He’s been a true partner over the years, and is an incredible leader, friend and mentor – not just for me, but to so many others. There’s only one Chuck Fandos, and we’re all better for knowing him.”