The Distributor Exchange (PPAI 625088), a business services provider and division of iPROMOTEu (PPAI 218870, Platinum), PPAI 100’s No. 4 distributor, has completed its acquisition of Chattanooga, Tennessee-based distributor Flywheel Brands (PPAI 342144, Standard-Base). Financial terms of the transaction weren’t disclosed.

  • Established by iPROMOTEu in 2021, The Distributor Exchange provides succession and exit solutions for iPROMOTEu affiliates and distributors throughout the branded merchandise industry.


Founded in 1981, Flywheel will continue to operate under its established name, led by Bart Simpson, who will continue to serve as president. Jay Simpson, Flywheel’s CEO, will remain with the organization as a senior advisor and sales coach to support the broader iPROMOTEu network.

Flywheel’s command of print and fulfillment, paired with innovative tools like MerchButler.ai, gives our affiliates new ways to compete and grow.”

Lori Bauer

CEO, iPROMOTEu

“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,” says Lori Bauer, CEO of iPROMOTEu.

The acquisition of Flywheel brings additional in-house print experience and MerchButler.ai, an AI-powered platform, to the iPROMOTEu network, the company says.

“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 says. “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.

“Bringing the experienced and dedicated team at Flywheel under the iPROMOTEu umbrella was an easy, yet strategic decision that is a win-win for everyone involved.”