Key Takeaways
• Counselor Top 40 distributor iPROMOTEu (asi/232119) has acquired Flywheel Brands (asi/212986).
• The deal was completed through The Distributor Exchange, a division of iPROMOTEu.
• Flywheel will retain its name and brand and will be led by company president Bart Simpson.
Counselor Top 40 distributor iPROMOTEu (asi/232119) has acquired Chattanooga, TN-based Flywheel Brands (asi/212986). The purchase was made through The Distributor Exchange (DX), a division of iPROMOTEu that works with distributors to sell their businesses.
“DX was built to give iPROMOTEu affiliates and other independent distributors a trusted partner as they plan for the future of their business, whether that means an exit or a next chapter,” said Lori Bauer, CEO of iPROMOTEu and a member of the Counselor Power 50 list of the industry’s most influential people. “Flywheel brings an outstanding leadership team, deep print production expertise and a culture that reflects iPROMOTEu’s values of integrity, performance and putting the customer first.”
Flywheel will retain its name and brand and will be led by Bart Simpson, the company’s president. Flywheel CEO Jay Simpson will remain with the company as a senior advisor and sales coach.
iPROMOTEu says the deal with Flywheel will bring additional in-house print expertise to the organization and add MerchButler.ai, an AI-powered platform.
“Every DX acquisition strengthens what we can offer to our affiliate network and distributors looking for the right next step for their business legacy,” Bauer said. “Flywheel’s command of print and fulfillment, paired with innovative tools like MerchButler.ai, gives our affiliates new ways to compete and grow, which is always our goal.”
Financial details of the acquisition were not disclosed.
With 2025 North American promotional products revenue of $372.3 million, iPROMOTEu ranks eighth on Counselor’s most recent list of top distributors.
