AS SHEREE FREEMAN RECALLS, “THERE WAS JUST A SPIRIT IN THE ROOM.” THAT SPIRIT GAVE RISE NOT ONLY TO THE COMPANY’S NAME BUT ALSO TO A SET OF VALUES THAT CONTINUE TO DEFINE IT TODAY.
Founded around a kitchen table 31 years ago, Spirit Group Inc. was born from a moment filled with conviction, camaraderie and a shared belief in something greater.
The story began when Sheree’s husband, Bill Freeman, launched a new chapter after his previous agency downsized and he decided to move on. Joined by a small group of colleagues willing to take a chance, the Freemans established Spirit Group with just eight employees—four inside and four outside sales staff. Their first office, a modest 5,000-square-foot warehouse with one bathroom (and even a phone installed inside to ensure no customer call was ever missed), symbolized their customer-first mentality.
One of Spirit Group’s earliest and most pivotal partnerships was with Charlotte Pipe, which lent immediate credibility to the fledgling agency. That relationship set the tone for the future: one built on trust, service and mutual growth.
Over the years, Spirit Group steadily expanded. In 2001, they moved into a new, custom-built 22,000-square-foot warehouse. The next generation joined the business soon after: Benn Freeman in 2006 and Chase Freeman in 2009. By 2012, Spirit Group had initiated a carefully planned leadership succession, officially transitioning ownership to Benn and Chase in 2021.
Today, Spirit Group is poised for even greater growth. They have acquired another rep agency, expanded operations into South Florida with a new 20,000-square-foot facility, and plan to open a third location along with a state-ofthe- art training center in Orlando in 2025.
Yet, despite these successes, the core of Spirit Group remains unchanged. As Benn Freeman emphasized, “We still approach the business every day with that ‘eight employees, phone in the bathroom’ mentality.” The company’s unwavering commitment to teamwork, fairness, continuous improvement and treating employees like family has been its anchor. Spirit Group fosters a workplace culture where people are supported not just professionally, but personally—a community built on transparency, respect and genuine care.
At the heart of Spirit Group’s identity is the legacy of Bill Freeman. Bill’s impact on the agency, and the broader rep community, was profound. Known for his willingness to mentor and help anyone—whether a contractor, engineer, wholesaler or a friend—Bill believed that when one part of the chain succeeds, everyone benefits. As a past Membership Chair of AIM/R, he championed the idea that strengthening all reps would uplift the industry as a whole. His dedication is honored through the AIM/R Memorial Fund, which supports ongoing education and professional development for reps across the country.
Spirit Group’s current leadership remains deeply connected to these ideals. The agency proudly partners with U.S.-based manufacturers whenever possible, believing in supporting American-made products and the communities that build them—even when it’s not the easiest or most profitable path.
Looking ahead, Spirit Group is proactively tackling today’s industry challenges— from rising costs and tariff uncertainties to the need for fast, accurate customer communication. Through it all, the Freeman family remains committed: investing in their team, deepening manufacturer partnerships and delivering service with steadfast dedication.
Lion Plumbing Supply, an IMARK member, has partnered with Spirit Group since its founding in 1994. “Their entire team is well trained and highly professional,” says Sheri Newman, vice president at Lion. “They consistently go above and beyond to meet our needs. Their commitment to service has played a key role in our success.”
As active members of both IMARK and AIM/R, Spirit Group proudly champions the rep model. “We truly believe it’s the strongest way to go to market,” says Benn Freeman. “When we grow and improve, we become stronger partners for everyone in the IMARK community.”
In a world where change is constant, Spirit Group proves that staying rooted in principle—and spirit—is what builds lasting success.
Jennifer Kohlhepp
Jennifer Kohlhepp is the managing editor of IMARK Today and has more than 20 years of experience developing award-winning content for various platforms. Reach her at jkohlhepp@cmasolutions.com.