Every year, ASI’s Counselor State of the Industry report gives us one of the clearest snapshots of what is really happening across the promotional products world. This week, we welcome back Theresa Hegel and C.J. Mittica from ASI to help us look beyond the headlines and break down what the 2026 numbers mean for the people actually doing the work. The industry grew in 2025, but beneath that growth are some important shifts. Aaron and Terry will dig into the findings with Theresa and C.J., including what surprised them, which trends deserve more attention, where the biggest opportunities may be hiding, and what distributors, suppliers and decorators can learn from the data. This isn’t just about where the industry has been. It’s about what the numbers can tell us about where we’re going next, and how you can use that information to make better decisions in your own business. Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you. The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on. Explore the experience and sign up for a free clarity call –> OSG.link/Builder News If you have anything newsworthy you would like us to share, please email details to info@2regularguys.com. Use the subject line “Weekly News.” https://youtu.be/oDogBOhF9HU Dad Joke Terry: I tried to organize a hide-n-seek tournament, but it was a total disaster Yeah, good hide-n-seek players are hard to find Promo State of the Industry Aaron: Welcome to you both. Theresa, you’ve been on with us dozens of times, but CJ, it’s been a while. Could you tell us a little about yourself and your journey in the industry? Terry: Theresa, can you give us some history and background on the Counselor State of the Industry Report? Aaron: For people who haven’t dug into the SOI yet, what’s the main takeaway for promo right now? CJ, let’s go to you first. Anything to add, Theresa? Terry: Theresa, what surprised you most when you started looking through this year’s data? Anything else CJ? Aaron: Teresa, can you talk about some of the most popular products and biggest markets in promo? CJ, how have these categories changed over the years? Terry: Can you talk a little about industry health? Distributor profit margins declined for the first time since 2020. CJ, what do you attribute that to? Theresa, how are distributors handling the decline? Aaron: Theresa, how are trends like AI and print-on-demand affecting the industry? CJ, anything to add? Terry: CJ, can you talk a little about product sourcing and how geopolitical uncertainty and tariffs have affected it? Theresa, how are suppliers and distributors responding to these headwinds? Aaron: Theresa, what’s one finding in the report that you think promo companies should be paying more attention to? How about you, CJ? Terry: Theresa, where can our listeners find you, ASI and beyond? And CJ, how can our listeners find you? The Secret Sauce We serve up bite-sized tips for our #regulators to instantly spice up their decorated apparel business. Just like the perfect wing sauce, these quick tips can transform your business experience, adding flavor and depth to your operations. Each video in this playlist is a nugget of wisdom, carefully selected for its potential to bring immediate value to your work. So, whether you’re a seasoned pro or just getting started in the decorated apparel industry, dip into our ‘Secret Sauce’ for insights that can help you soar. https://youtu.be/Jfr4qzD2QYA OTHER EVENTS Small Business Saturdays – Saturdays at Noon Central Time and then available to watch any time.Master of Success Inner Circle – Bi-weekly Mastermind Groups with accountability, support, and a built-in support group.Complete Screen Printing Business Course with Atlas Screen Supply in Chicago, March 21-22, 2026The Take-up with Erich Campbell – Fridays at 2:30 Mountain TimeDemystifying Next Level Digitizing Online Training from Erich CampbellUnderstanding Emblems: Learn from Erich Campbell about digitizing for patches.DTF Transfer from TransferDepot.com: Use code AMONTGO2025 for 10% offDTFUniversity.com: The industry’s DTF education source in partnership with SuperGamut and DTF Superstore. Trade Shows Graphics Pro Expo, Cleveland, OH – September 10-11, 2026 – CANCELLEDPrinting United Expo, Las Vegas, NV – September 23-25, 2026Impressions Dallas, TX – October 22-24, 2026Purpose + Profit, St. Louis, MO – October 30-31, 2026ASI Orlando, FL – January 5-7, 2027Impressions Long Beach, CA – January 21-23, 2027DAX Kansas City, MO – February 19-20, 2027International Personalization Expo Las Vegas, NV – February 23-26, 2027ASI Fort Worth, TX – March 1-3, 2027Impressions Atlantic City, NJ – March 18-20, 2027DAX Twin Cities, MN – April 16-17, 2027DAX Nashville, TN – May ...
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