Catalyst 2025: Igniting Leadership, Innovation,  

and Industry Unity in Victoria 



By PPPC Staff

Last week, the Promotional Product Professionals of Canada (PPPC) lit a spark that’s sure to power the industry for years to come. From May 5–7, Catalyst 2025: Leading Change unfolded at the breathtaking Westin Bear Mountain Resort in Victoria, BC uniting over 65 of Canada’s top promotional product professionals for its landmark leadership and learning event. What emerged was more than an event; it was a movement. 

From the opening reception to the closing remarks, Catalyst 2025 delivered on its bold promise: to energize, equip, and empower the industry’s current and future leaders. And by all accounts, it did just that and then some. 

A Vision Realized 

The genesis of Catalyst dates back two years, a dream brought to life by PPPC’s president and chief executive officer, Jonathan N. Strauss, and then PPPC-chair Jenny LeBricon. The vision? A homegrown event focused solely on leadership, learning, and collaboration within Canada’s promotional products industry. Fast forward to last week, and that vision came to life in an immersive format that felt fresh, meaningful, and distinctly Canadian. 

“This wasn’t just about professional development,” said Strauss. “It was about connecting with purpose, sharing ideas boldly, and building a stronger, more resilient future together.” 



PPPC chair, Paul Wieleba agreed with Strauss. “Catalyst is about looking forward and ensuring we’re future proofing our industry and aligning with our core values of education, strategic partnerships, and community. We need to infuse more pride and storytelling in what we do as professionals and as an industry. And continue to elevate our 100-year-old legacy of success as the premier choice of advertising in Canada.”  

Paul Wieleba, PPPC chair took to the podium during Catalyst to welcome members to the event and set the stage for the upcoming Tech Talk, Fireside Chat, keynote sessions and panel discussions.

Setting the Stage: Day One

The energy was palpable from the beginning. During the Opening Night Reception, Strauss and Wieleba welcomed attendees and encouraged them to lean into the Catalyst experience. The mixer enabled attendees to connect and enjoy some delicious local fare and celebratory drinks. As conversations flowed and connections sparked, the tone was set for three days of immersive and authentic engagement. 

During the night’s festivities, Strauss thanked the Catalyst volunteer committee including LeBricon, Wieleba, Erin Harris (PCNA), Heidi Reimer-Epp (Botanical PaperWorks), Stephen Musgrave (Delegate CX) and Brett Boake (Score Promotions) and PPPC head office staff.

He also thanked the event's Platinum Sponsors: SAGE and Canadian Solutions for Business and Bronze sponsor, Oracle NetSuite. Along with several product sponsors including: ArtechPro (badges), Botanical PaperWorks (Save Our Oceans soap), Debco | HPG (portable speaker), Denik (journals), Martini Vispak (lanyards), Spector & Co. (water bottles), SRG (pens) and Trimark (FEED tote bag and noise cancelling earbuds). And prize sponsor, Loyalty Source for the event's Participation Contest where attendees earned entries to win one of three prizes by simply participating in the Q&A portion of the sessions and panels.

Catalyst attendees were treated to a FEED black tote bag that contained all the PPPC Catalyst branded merch from the event's product sponsors.

Prestigious products provided by the event's product sponsors were well-received and appreciated by attendees.

SAGE CEO, Eric Natinsky delivered a riveting and informative Tech Talk during Catalyst.

Tech Talk with SAGE 

The event’s Platinum sponsor and PPPC’s technology partner, SAGE hosted a data-rich Tech Talk session with its CEO, Eric Natinsky. The session offered cybersecurity insights, AI-driven efficiencies, and practical digital strategies to future-proof operations. It also underscored the essential role of data in guiding smarter decision-making in today’s landscape. 

Natinsky highlighted three types of AI including Generative AI, Reasoning AI, and the future of Physical AI (i.e., self-driving vehicles).  He walked attendees through the benefits of each and some of the pitfalls to avoid.

Attendees were surprised to hear during the session that our Canadian ‘politeness’ towards AI could be causing a rise in energy costs. Natinsky noted that approximately $10 million (US) in energy costs are lost due to users saying, ‘thank you’ and getting a ‘welcome’ back from their AI tools such as ChatGPT.   

Inspiration Through Insight: Keynote Sessions

In addition to the Tech Talk session, day two offered several keynote sessions that spoke directly to the heartbeat of leadership today.  

Ashley McCune, Exec to Coach founder and leadership strategist, delivered an interactive, practical, and inspiring session on scaling businesses through people highlighting the power of hiring smarter, aligning teams, and coaching for peak performance using the Rockefeller Habits framework, which revolves around creating consistent systems and behaviours that enable businesses to scale successfully.

During the session she led attendees through an interactive Rockefeller Checklist to provide an impactful snapshot of where they are today and what they need to focus on for tomorrow. She also encouraged leaders to “focus on one habit at a time, take one each month or quarter. Do it right, make it stick and let it become part of your DNA.” 

Her pro-tip to streamline meetings was the “parking lot” tactic that addressed anyone going rogue in meeting agendas to take these conversations to the parking lot until the right people are at the table to answer and resolve these questions.  

Attendee and a Catalyst panelist, Brian Leigh (Promotional Source) found Ashley’s session and the Catalyst curriculum to be extremely helpful as a leader to incorporate different techniques. His biggest takeaway? “Focus on three priorities at a time – not 20 to stay focused and be successful.” 

Additional technology expertise was offered by Mike Schwarz, CEO of MyZone AI, where he issued an AI wake-up call to businesses navigating artificial intelligence. Here he walked attendees through a nine-step implementation blueprint designed to avoid costly pitfalls and unlock AI’s full potential.  

His message was clear: adopt AI now or fall behind. He noted that those not using AI daily are missing key opportunities to thrive and streamline efforts. Schwarz’s pro-tip of the day, “Don’t type – talk when using ChatGPT [an AI tool].” And check out SuperWhisper.com, an AI powered voice to text software application.  

Schwarz also noted now is the time for small businesses to shine in terms of AI, as they’ll be able to adopt and utilize it faster than medium-to-large sized businesses.  

According to Denise Taschereau (Fairware) and Promotional Products Association International (PPAI) chair, her key takeaways from these sessions centered around practical advice around building technology tools and goals to set by the end of the month. She added the event offered a “good mix of strategy, brass tacks and research.” And that she plans to bring her team to the next one.   

Dana Porter, MAS, Vice President of Information Services, SAGE cited the event as a great networking opportunity that offered lots of valuable information around leadership and technology. She noted, “she’ll be taking back some of the tips provided in the keynote sessions.” 

Elevating Conversations: Panels That Mattered 

Catalyst also gave voice to some of the industry’s most pressing issues through expertly moderated panels. A standout was the the Top Five ESG Hot Topics panel discussion, moderated by Botanical PaperWorks CEO, Heidi Reimer-Epp, MAS which tackled climate strategy, ethical sourcing, and sustainability storytelling. With insights from Taschereau, Edward Huang, and Brian Leigh (Promotional Source), the session sparked authentic conversations around the responsibility and opportunity in sustainable practices. 

Taschereau said one of the biggest factors is data and trust. "Being transparent builds trust."

PPAI Chair and Fairware's Denise Taschereau provided valuable insight on our industry's

top and hottest ESG topics.

The ESG-focused session also hit upon a recent PPPC OnePulse poll around desirability of promo products and illuminated that ESG criterion is becoming more prevalent in procurement purchasing decisions. Panelist, Leigh noted that he sees it as a key question in every RFP.   

Collectively the panel agreed that collaboration and education is key towards reaching any sustainability goals as an industry.  

Another highlight was the Generation-to-Generation panel discussion, which peeled back the layers of family business succession and addressed the selling of a legacy business. Panelists Mitch Freed (Genumark), Kate Plummer (Debco | HPG), and Morgan Edgecombe (Edgecombes Marketing & Promotions Ltd.) shared candid stories of leadership transitions, family dynamics, and adapting legacy businesses for the future with the panelist moderator, Pete Kmech, BPE, MAS, FAM, (Creative Marketing Agency).  

Key topics addressed during the panel included the value of a healthy culture (i.e., strong culture, strong results), leadership, trust and transition, how to make a family business thrive and succession planning for any business.

Panelist, Freed said he resonates with the Rockefeller Habits but follows the EOS model offering the Six Key Components™ of any business that must be managed and strengthened to be a great business. This model applies to big and small businesses alike, in any industry. “One vision, your core strategy, and what you’ll focus on for the year.”  

For Edgecombe it's about ensuring that business never enters the weekly dinner table gathering to ensure both professional and personal relationships thrive in legacy companies like his. 

In a panel discussion titled, From Outsiders to Promo Industry Leaders, Jill Pascuzzi (Brand Blvd), Dana Zezzo (American Solutions for Business | Canadian Solutions for Business), and Yousuf Sandeela (Fully Promoted Canada) provided invaluable advice on pivoting into the promotional products industry from other fields, illustrating how diversity of experience fuels innovation and strategic growth. 

Each panelist also brought a unique lens to identifying growth and opportunity. Sandeela emphasized the power of long-term stability and drawing on centuries-old frameworks and deep data analysis to uncover both profitable and underperforming areas of a business.

While Pascuzzi spoke to the importance of aligning roles with employee strengths, creating space for both operational efficiency and workplace happiness, echoing a theme also championed by Ashley McCune earlier in the day.

Zezzo reminded attendees not to overlook the potential that is in their own communities – encouraging everyone to rediscover local opportunities with curiosity and joy. 

When asked about their best piece of advice to industry members, Pascuzzi stepped up with “stay insanely curious and keep learning. Always ask more questions and don’t be afraid to have a voice.” 

Zezzo concurred and noted, “Practice what you preach! And live it." And that means having your own tumbler in your hand each morning or wearing your own apparel. And, that attendees need to immerse themselves in what they do, showcase it, and never stop learning. 

American Solutions for Business' Dana Zezzo provided an interesting perspective during

the Outsiders to Promo Leaders panel discussion.

Fireside Chat: Global Perspectives 

One of the most anticipated moments was the Fireside Chat between PPPC’s Strauss and PPAI CEO, Drew Holmgreen. Their candid discussion ranged from trade tariffs and supply chain resilience to global advocacy and evolving member needs.  

Holmgreen’s call to “be bold, be curious, and never stop listening to your customers” resonated across the room. He also encouraged distributors to understand the place of merch. 



The Fireside Chat between PPAI CEO, Drew Holmgreen and PPPC's CEO, Jonathan N. Strauss

was compelling and interesting regarding the state of our global industry along with predictions

on what's to come.

Holmgreen also provided some forward-looking thoughts for the association and industry, where he plans to explore marketing channels as an association to strengthen the connection between the brand and the target audience. He noted it's about “pushing concepts, not just products.”  

On a lighter note, the duo capped off their chat with a friendly NHL playoff wager, proving that industry leadership doesn’t have to come without a sense of fun.  

Data-Driven Growth 

Catalyst 2025 also marked the release of the second annual Canadian Distributor Sales Volume Study in collaboration with PPAI. Despite modest participation-driven figures (estimating the industry at $1.35 billion CAD), the study revealed positive trends: online sales rising to 16%, strong growth expectations from 63% of distributors, and increased demand for apparel, caps, and drinkware. It also provided members with valuable historical year-over-year Canadian-specific data.  

Complementing this, insights from SAGE’s Q1 2025 Canadian Data Report showed sharp increases in Made in Canada product searches and end-buyer engagement - evidence of shifting values and a promising trajectory. 

PPPC's OnePulse polls also received a shout-out during Catalyst particularly in the ESG panel. The bi-monthly digital polls and results highlight end-user perspectives, industry trends, and shifts among key sectors in the industry. These polls are provided to members in the members-only section of the PPPC site and also through the You’ve Got Promo Mail newsletter. Attendees were encouraged by Strauss during his Opening Remarks at the event to engage with the PPPC communications team to offer up suggestions on poll topics to further utilize this valuable tool as a membership perk.  

Connecting with Purpose 

Beyond content, Catalyst was rich in connection. Networking breaks, a Dine-Around Dinner, and the Participation Contest, complete with prizes from Loyalty Source, fostered camaraderie and deeper peer-to-peer engagement. The spirit of collaboration was ever-present, echoing through every hallway conversation and session debrief. 

For Sam Singh, chief executive officer, Full Line Specialties, “it was a good educational experience. Great opportunity to network with other like-minded professionals in the industry, whether from the supplier or vendor side. [Here] we got to share some best practices and collaborate with one another in a meaningful way where everyone has the chance to rise to the top.”  

Singh added his key takeaways include ensuring pride is always front and center in what we do. “It’s more than just merchandise and putting a logo on it – it’s about your reach and marketing goals and believing in yourself and our industry.”  

A Catalyst for the Future 

In his closing remarks, Strauss reminded everyone that Catalyst wasn’t just a conference. “It’s a spark that lives on in the relationships, strategies, and energy you bring back to your businesses.” 

And that spark was evident as attendees gathered one last time to share answers to two vital questions posed at the event’s start: What change are you committed to leading? And, if you could wave a magic wand, what would you change in the Canadian promo industry? 

The answers were diverse but underscored a common theme: a hunger for progress, storytelling to continue to inform and inspire, innovation, and unity. 

Looking Ahead 

Catalyst 2025 has firmly positioned itself as the flagship leadership event for the Canadian promotional products industry. It delivered bold ideas, honest dialogue, and an actionable path forward. As PPPC turns its sights to NATCON 2025 and the upcoming PPPC Awards Ceremony in September, one thing is certain the Canadian promotional products industry is strong and resilient and members will continue to be the Catalyst of change in their organizations and the industry.  

Canadian Solutions for Business’ vice president, Maxx Rochette, saw the opportunity to sponsor the event as valuable and given what’s happening around the world to help bridge any gaps and unite the industry. “We were happy to sponsor the event and will likely look at doing it again as it supports our core values.”

Rochette added that he enjoyed the collaboration at the event and said that even though competitors were in the room during Catalyst, it felt more like a leadership team working towards the common good of the industry versus being competitive. 

And if the buzz in Victoria was any indication of the success of the event, Catalyst 2.0 can’t come soon enough.