Who’s shaking up the industry today and making it a unique, successful, challenging and innovative sector? The members of the 2016 Counselor Hot 25. Check out their stories.

Promotional products are a family business in two ways for Seth Cohen. The sales representative for All-In-One (asi/34256) is the son of founder Harris Cohen and has been attending trade shows since he was 12 years old. Despite being around the industry since childhood, working for the family business wasn’t Cohen’s plan until he was in college. After earning his degree in neuroscience and psychology, he started an unpaid research internship, but worked for his parents during off hours for money. Eventually, the internship ended and he joined All-In-One full time.

“It wasn’t social enough for me,” he says of his research internship. “Now I talk to 100 people or so a day. I get to meet all these people in different situations and learn from them.”

Outside of working with his biological family, Cohen sees the promotional products industry as a family in itself. “Even somebody that would be a direct competitor will help you. Everyone is very friendly and open,” he says. “There’s a support structure that isn’t in any other industry.”

Want more Hot 25 profiles? Of course you do!