Values & Vision: How Sam Grise Earned a '40 Under 40' Nod in Denver

DENVER, CO – January 21, 2026 – The Denver Business Journal has named Sam Grise, Vice President of Strategy at 4B Marketing, to its prestigious '40 Under 40' class of 2026, a recognition that honors the region's most influential young business leaders. At just 31, Grise’s selection highlights a career marked by meteoric growth, staggering financial contributions, and a deep-seated commitment to values-driven leadership that echoes a family legacy.

In a competitive business environment, the annual '40 Under 40' list serves as a key barometer for emerging talent. Grise's inclusion not only celebrates his individual achievements but also casts a spotlight on 4B Marketing's role in cultivating leaders who are reshaping Denver's professional landscape, particularly within its booming technology and healthcare sectors.

A Rapid Ascent Fueled by Results

Grise’s impact at 4B Marketing has been both swift and substantial. Since joining the firm four years ago, the 2017 graduate of the College of Idaho has charted an impressive trajectory. He began his tenure as a Client Director, quickly demonstrating a knack for fostering the "high-touch consultative relationships" that have become a hallmark of the agency. His performance led to a promotion to Vice President of Strategy for Tech and Healthcare in the second quarter of 2025.

The numbers behind his ascent are striking. According to the company, Grise has personally contributed $4.7 million in top-line revenue to date. Even more remarkably, he is reportedly accountable for an astounding 99.5% of the firm's total income. This level of responsibility is rare for a professional of any age, let alone one in his early thirties, and underscores his central role in the agency's success. This achievement points to a leader who not only understands strategy but executes it with exceptional proficiency, driving tangible outcomes that resonate directly on the bottom line.

More Than a Balance Sheet: A Legacy of Impact

While Grise’s financial accomplishments are undeniable, his colleagues and mentors emphasize that his success is rooted in a philosophy that extends far beyond revenue figures. 4B Marketing, which holds an A+ rating from the Better Business Bureau, publicly champions a culture built on values like integrity, community, and passion. Grise is seen as the embodiment of this ethos.

Greg Peters, the founder and CEO of 4B Marketing, has served as a mentor to Grise and sees a powerful parallel between the young VP and his late father, Glenn Grise, a well-known figure in the Denver community. Peters, who worked with the elder Grise, recalls his influence fondly. "Sam's dad was everyone's best friend and always found a way to create a positive impact on everyone around him," Peters stated. He sees that same spirit alive in the next generation, noting, "Sam exemplifies that same philosophical framework of impact, to business and life."

This philosophy is not just a talking point; it's a practice. Grise himself has actively worked to build community within Denver's professional scene, having inaugurated 4B's popular monthly "Tech on Tap" professional mixers. These events provide a crucial networking and knowledge-sharing platform for professionals in the city's vibrant tech industry. His commitment to community extends to his personal time as well, where he volunteers at Lakewood's Brown Bag Ministry.

Grise attributes this mindset directly to his father's teachings. "My Dad used to say, 'Let's find the personal value and the good meaning in work. How do we impact people?'" Grise shared. This guiding principle shapes his approach to leadership and business. "At the end of the day, that's what I care about."

Powering Denver's Tech and Healthcare Boom

Grise's recognition comes as Denver solidifies its position as a national hub for the technology and healthcare industries. 4B Marketing has strategically positioned itself at the heart of this growth, specializing as a B2B agency serving these exact sectors. The firm’s focus on complex industries like tech, government, and healthcare requires a deep understanding of nuanced market drivers, a challenge Grise’s strategic leadership directly addresses.

The agency's portfolio, which includes work for IT service providers like Zivaro, demonstrates its capacity to deliver sophisticated branding, digital marketing, and content solutions for a demanding B2B clientele. By aligning its services with key business drivers—such as revenue risk, cost, and cash flow—4B Marketing moves beyond traditional marketing campaigns to become an integral partner in its clients' growth. Grise’s role as VP of Strategy for Tech and Healthcare places him at the epicenter of this specialized work, making him a key figure not just within his firm but within the broader ecosystem his clients operate in.

His success, therefore, is a reflection of a wider trend: the increasing demand for specialized, high-touch marketing expertise to fuel innovation in Denver's key economic sectors. The '40 Under 40' award, in this context, acknowledges a leader who is actively contributing to the region's competitive edge.

The Mark of a Modern Leader

Sam Grise’s story is emblematic of a new generation of leadership, one that proves immense professional success and a principled, community-oriented approach are not mutually exclusive. His ability to drive nearly all of his firm's revenue while simultaneously championing a culture of positive impact offers a compelling model for aspiring professionals. The Denver Business Journal's recognition affirms that true leadership in today's world is measured by a dual bottom line: financial performance and human value.

Grise and the other honorees of the 2026 class will be officially celebrated for their achievements at a formal event hosted at the Denver Center for the Performing Arts on March 12. A detailed profile of Grise and his contributions to the Denver business community will also be featured in the March 13 issue of the Denver Business Journal.