In this episode of Kings of Swag, we go deep with Mitch Freed, CEO of Genumark, one of the top distributors in the promotional products industry.
Mitch shares how he stepped into his father’s role to lead Genumark, what succession looks like in a family-run distributor, and how he earned trust while making his own mark on the business. We cover his early years at the company, the handoff in 2022, and the strategies behind Genumark’s acquisitions and U.S. expansion.
We also talk about what it means to be a B Corp in promo, how sustainability and corporate responsibility play into client decisions, and where Mitch sees opportunities for growth over the next 3–5 years.
For anyone working in promo, this is a rare inside look at the leadership, strategy, and vision shaping one of the industry’s most important players.
⏱️ Timestamps
09:22–13:32 — Family business origins: Genumark’s early days
13:33–16:12 — Growing up in promo: inside perspective from the start
16:13–18:36 — Leadership lessons & industry benchmarks
18:37–20:21 — Why Mitch chose to join the business
20:22–23:09 — First role at Genumark: learning the ropes
23:10–25:03 — Succession dynamics in a distributor business
25:04–28:00 — 2022 CEO transition: keeping operations smooth
28:01–33:20 — Growth strategy: acquisitions & U.S. market entry
33:21–36:37 — Becoming a B Corp: sustainability in promo
36:38–42:32 — Genumark’s 3–5 year vision for the industry
#promotionalproducts
