Last week, I had the privilege of attending ProMat 2025 at Chicago’s McCormick Place, and what an experience it was! ProMat, a professional conference organized by the Material Handling Institute (MHI), has become a cornerstone of the supply chain and distribution industry since its inception in 1985.
It started as a modest trade show but has grown into the largest manufacturing and supply chain event in North America, drawing over 50,000 attendees and 1,200 exhibitors this year alone. It’s where the industry comes together to showcase cutting-edge solutions — think AI-driven robotics, warehouse automation and smart logistics tech — while offering a platform to learn, network and see what’s next for our field. For anyone in wholesale distribution, ProMat isn’t just a show; it’s a pulse-check on where we’re headed and a chance to connect with the vendors who keep our operations humming.
Typically, I’m the guy hustling at ProMat. I’m setting up our booth, getting the videos running, laying out giveaways and preparing to talk to customers and prospects. It’s a whirlwind of activity, and I usually don’t get much time to soak in the broader experience.
But this year was different. I was free from booth duties, which gave me the chance to dive into the educational opportunities and, most excitingly, attend the pre-show keynote addresses. ProMat always brings in heavy-hitters; over the years, I’ve heard from legends like Tony Dungy, Bill Walton and Rob O’Neill, each leaving me with insights I still carry. This year, ProMat once again delivered an unforgettable lineup. On March 19, I got to hear from the one and only Deion Sanders (aka Coach Prime), whose story of grit, faith and leadership left the room buzzing.
Deion Sanders: From Prime Time to Coach Prime
Deion Sanders took the stage with the kind of energy you’d expect from a Pro Football Hall of Famer, two-time Super Bowl champ and the only athlete to play in both a Super Bowl and a World Series. Now, as head coach of the University of Colorado Buffaloes, he’s making waves in college football. But his keynote wasn’t just about his accolades — it was a raw, heartfelt speech about his journey, his motivations and the principles that drive him to win, both on and off the field.
Sanders stated with his childhood, painting a picture of a kid with big dreams but little support. In high school, he had no one in the stands to watch his games, no dad to cheer him on. That absence shaped him into a father who’s fiercely committed to being there for his kids. As he put it, “I’m the dad I am today because of the dad I didn’t have.” That line hit hard for many of us in the audience.
He then shared how he coached his boys through youth football and into college, calling it one of the greatest gifts of his life. His drive to be a good father wasn’t just personal — it became part of his brand, a brand he’s built with intention by going where there’s a need.
“God sends me there,” he said, explaining how his faith guides him to help others, whether it’s players, communities or even those of us in the supply chain world, looking for leadership inspiration.
One of Sanders’ core beliefs is that success isn’t about waiting for chances but about being an opportunity. “Are you an opportunity or a chance?” he asked the crowd. He’s all about the “spirit of now” — no procrastination, just action. He admitted he’s impatient, always wanting results “now,” and that impatience has fueled his rise. Since he was 7 years old, Sanders believed he’d be rich and that his mother would never have to work again. By 1989, he’d made that a reality. She hasn’t worked a day since, a promise kept through sheer belief in himself.
“God supplies your needs; you need to supply your wants,” he said, urging us to exercise our gifts relentlessly. If you don’t, you’ll never get to “there” — the place you’re trying to reach, the person you want to be.
Sanders doesn’t care about others’ opinions of him. “A belief is what others say about you. A believer believes in who they are,” he declared. He judges himself before anyone else can, and that habit that keeps him grounded and focused. Leadership, to him, isn’t about titles, jobs, or money. It’s about influence and perfecting your gifts to get “there.”
He’s learned from the best, taking lessons from figures like Dr. J to make himself better, always aiming to win because “that’s who I am.” But winning, he stressed, means making tough decisions and surrounding yourself with the right people. That lesson resonates deeply in our industry, where collaboration is everything.
For Sanders, success isn’t a fleeting moment; it’s monumental. “Success should be raising successors. Success is everyone winning, getting something from nothing,” he said. He’s most proud of being a great dad and teaching his kids not just skills, but how to push through adversity, how to keep going when they’re hurt. Coaching his kids through college was a gift, a chance to instill that resilience. His book, Elevate and Dominate: 21 Ways to Win On and Off the Field, captures this philosophy, and you could feel his passion for it in every word he spoke.
Bringing It Back to Supply Chain
Sanders’ talk wasn’t just motivational. It offered real takeaways for those of us in supply chain and distribution. His emphasis on building the right team, acting with urgency and focusing on long-term success over short-term wins mirrors what we need to do in our operations. At ProMat, where AI, robotics and automation are front and center, Sanders’ call to “exercise your gifts” felt like a nudge to embrace these tools, perfect our processes and lead with intention.
His story of turning adversity into opportunity reminded me of the challenges we face — labor shortages, rising costs, customer demands — and how we can tackle them by believing in our own potential and making tough, strategic decisions.
ProMat 2025 was a goldmine of insights, from the 200+ educational sessions to the 1,200 exhibitors showcasing everything from warehouse robotics to supply chain software. But hearing Coach Prime speak was the highlight of my week. His story of building a brand, leading with purpose and defining success on his own terms had me fired up to bring that same energy back to my team. If you’ve got your own ProMat takeaways, I’d love to hear them in the comments. Let’s keep the conversation going!
With over 25 years of leadership in supply chain, logistics and global distribution strategy, Will Quinn is a recognized authority in warehousing and distribution operations. A U.S. Marine Corps veteran, he spent 12 years mastering discipline, adaptability and leadership — qualities that have fueled his success in managing high-impact distribution networks for companies like Grainger, Coca-Cola, MSC Industrial Supply, WEG Electric and Cintas. As a former global distribution strategist at Infor, he spent four years helping businesses bridge the gap between cutting-edge technology and real-world distribution challenges. Will holds a Master of Science in Supply Chain Management from Elmhurst University.