iPROMOTEu buys Flywheel Brands to add print and AI muscle
What's the deal? iPROMOTEuDealroom has a profile for this one. Try Dealroom →, a Counselor Top 40 promotional products distributor, has acquired Chattanooga, Tennessee-based Flywheel BrandsDealroom has a profile for this one. Try Dealroom →. The purchase ran through The Distributor Exchange (DX)Dealroom has a profile for this one. Try Dealroom →, an iPROMOTEu division that helps distributors sell their businesses. Financial terms were not disclosed.
What changes? Flywheel keeps its name and brand, led by president Bart Simpson. Chief executive officer Jay Simpson stays on as a senior advisor and sales coach.
What's the endgame? The deal adds in-house print production expertise, fulfillment and e-commerce capabilities to iPROMOTEu. It also brings MerchButler.aiDealroom has a profile for this one. Try Dealroom →, an AI-powered platform, into the organisation.
Why it matters: iPROMOTEu posted $372.3 million in 2025 North American promotional products revenue, ranking eighth on Counselor's most recent list of top distributors. Each DX acquisition expands what the company can offer its affiliate network.
"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, chief executive officer of iPROMOTEu. She called Flywheel's leadership team and print expertise a fit with the company's culture.
The signal: DX gives iPROMOTEu a repeatable channel to absorb independent distributors, folding their capabilities and tools into a larger network. Flywheel's print, fulfillment and AI assets show how consolidation in promotional products is increasingly about acquiring both talent and technology.
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