Behind the List: How Three Distributors Made the PPAI Top 100

Bobby Lehew has spent 25 years in the promotional products industry — 15 as CEO of Robyn, a branded products fulfillment company, and the last decade at commonsku, where he built the content engine that established the company as the most trusted voice in promo. Today, as Chief AI Officer, Bobby applies that same strategic lens to a new challenge: helping distributors navigate AI. He owns the intelligence loop between commonsku's customers, product team, and the AI landscape, leads AI adoption programs for commonsku customers, and authors the AI Promo Brief, the industry's leading AI newsletter. A multiple PPAI Gold Pyramid Award winner and a three-time Inc. 5000 honoree, Bobby is the host of the skucast and speaks nationally on AI adoption, B2B strategy, and the future of the modern distributor.

→ Bobby Lehew on LinkedIn

Sandy Gonzalez is, simply put, unstoppable. As the CEO of MadeToOrder, the California-based promotional products powerhouse, Sandy has spent nearly four decades proving that grit, heart, and hustle can move mountains in our industry. She guided her $20+ million company through the turbulence of a global pandemic, was honored as Counselor's 2021 Woman of Distinction, and in 2024, led a transformative merger. Sandy is also a passionate mentor, fiercely dedicated to shaping the next generation of sales leaders. A commonsku partner since 2020, MadeToOrder has been a familiar and celebrated name on the PPAI Top 100 list, and this year, landing at #55, we could not be more proud. We had the joy of hearing her brilliant insights at skucon 2025, and we are beyond excited to have her back for this panel discussion.

→ Sandy Gonzalez on LinkedIn

Michael Wolaver's journey to the top of the promotional products industry is the kind of story that reminds you just how far passion and perseverance can take you. A Marquette University Political Science grad with an MBA from the University of Wisconsin-Milwaukee, Michael spent his early career in purchasing and management roles at two Fortune 500 companies before making a courageous leap into sales in 2004. Michael planted his roots in Milwaukee and eventually founded Magellan Promotions, building it from the ground up into one of the most respected distributorships in the country. A commonsku partner since 2020, Michael has grown Magellan with remarkable consistency, even mastering the 4-day work week while delivering 20% growth, a story he brought to life on a 2025 commonsku webinar hosted by Bobby. skucamp Nashville 2024 attendees already know the brilliance he brings to a room. And now, we are thrilled beyond words to celebrate his first-ever PPAI Top 100 ranking at #96. This is a HUGE milestone, and Michael, we could not be more proud to cheer you on. The captain is just getting started.

→ Michael Wolaver on LinkedIn

Robert Fiveash, President and Co-Founder of Brand Fuel, has been with commonsku since day one, literally, as our very first customer in 2011. Over a decade later, our admiration and gratitude for him has only grown. Robert co-founded Brand Fuel in 1998 after four years as a stockbroker where he built a reputation for tailoring financial strategies to the unique needs of each client. That same thoughtful, people-first approach has defined Brand Fuel ever since. A William & Mary MBA with a concentration in finance and marketing, Robert has layered deep business expertise onto a genuine passion for this industry and its people. He has served as President of PromoKitchen, contributed meaningfully to the $350 million Reciprocity Road partnership, and brought his voice, quite literally, to Public Radio's daily stock market commentary. None of that is surprising when you know Robert, because he is the kind of person who shows up fully, every single time. A proud and perennial PPAI Top 100 honoree, Brand Fuel is ranked #42 this year, and we at commonsku are beaming with pride. Having him on this panel is a full-circle, heart-full moment for us. Robert, from your first day as a commonsku customer to today, thank you for being you!

→ Robert Fiveash on LinkedIn