New SquadLocker CEO Fletcher Jones Talks Focus on Software Innovations

A conversation on the lessons learned from our customers, the strategic focus on the apparel software journey improvements, and unique custom offerings for organizations, clubs, and schools.

• How would you describe SquadLocker?

SquadLocker is an integrated e-commerce platform combining software acumen with textile expertise to mass-customize decorated sports apparel. SquadLocker integrates with sports and scholastic software platforms to provide a complete uniforms and apparel solution without a heavy lift. 

• What’s unique about SquadLocker?

The thing I think is uniquely interesting about SquadLocker is that it's an internet software platform connected to a single-unit manufacturing supply chain. The founding team came from the textile industry and did the difficult work of making the machine work and scale. More recently we've been focused on taking this machine we've built and connecting it, through software, to other ecosystems across the web.

• Tell us a little about your background.

I started my career as an engineer and architect working on projects for the US Navy when I decided to pursue an MBA. I was at business school when the consumer Internet started to emerge and I managed to land a summer internship at Netscape Communications. I started as a Product Manager after graduation and within a year the business was acquired by America Online (AOL). I spent over a decade at AOL in product and marketing roles and that experience was formative in learning how to make complicated things simple for technology users.

• How has the company changed from when you joined?

When I joined SquadLocker as Chief Product Officer, we were still very focused on acquiring individual store builders one at a time. We did this quite well but it was clear there were going to be limits to how we could scale. Then we really started to figure out how to leverage partnerships and large sports and scholastic management software installations to onboard hundreds of store builders every day. In many cases, we could use our partner's data and API connectivity to automatically build team stores on demand. 

• What have you learned since partnering with large sports and scholastic management software? 

As a product manager, one of the constant challenges is to ensure organizational clarity and alignment when it comes to the product roadmap. Doing this through a partner is even more difficult because you have less visibility and less influence over competing priorities. In addition to having a very strong business case based on data, you need to build and maintain deep human connections within the partner organization to be top of mind when opportunities arise.

• You’ve recently been appointed as CEO, how has that changed your perspective on how SquadLocker can better serve its customers?

We sometimes struggle with whether we’re a software company or a retailer. The reality is we are both. However, as a retailer, we are just one of thousands of team dealers out there who are helping sports teams get the gear they need when they need it. As a software company, we are a cutting-edge platform that provides Amazon-like convenience and value to a customer segment that should be spending less time coordinating apparel and more time mentoring and coaching our youth. That is the promise of SquadLocker.

• What’s at bat next for SquadLocker in the coming year?

What you can always expect from us

√ Customer Focus   √ Single Unit Manufacturing & Fulfillment   √ Complete E-Commerce Solution