SquadLocker, with new software, changes the game on customer service

HEATING UP: SquadLocker machine operator Daudi Nabaasa applies a logo to a jersey at a heat-transfer machine at the Warwick company. / PBN PHOTO/DAVE HANSEN
HEATING UP: SquadLocker machine operator Daudi Nabaasa applies a logo to a jersey at a heat-transfer machine at the Warwick company. / PBN PHOTO/DAVE HANSEN

PBN MANUFACTURING AWARDS 2020 | Emerging Manufacturer: SquadLocker Inc.


OVER THE LAST FOUR YEARS, SquadLocker Inc. has enjoyed 70% annual growth, mainly because the Warwick-based team-apparel maker differs from its competitors by operating as a single-unit manufacturer.

“We address each order on a one-on-one basis, so we have little to no setup costs,” SquadLocker founder and CEO Gary Goldberg said.

Goldberg said the industry, as a whole, is comprised of batch processors that aggregate orders within a certain time frame, have high setup costs and run the orders collectively to make one big delivery.

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“We realized they were wrong-footed in the methods they used to manufacture and supply the marketplace,” he said. “It’s a very high-friction environment for coaches and administrators, and it results in a really lousy customer experience.”

Instead, SquadLocker uses modern technologies in manufacturing and commerce. Goldberg said SquadLocker’s success is attributed to software it designed allowing people to choose from a variety of top brands along with free art services. Coaches and parents can order one shirt at a time, and the order ships immediately. Online help is also available for customers seven days a week.

“It’s the combination of this new-world approach of software delivering a customer experience connected to our manufacturing facility that has really disrupted the marketplace,” Goldberg said.

SquadLocker Director of Operations Eva Vasconcellos said single-unit manufacturing is part of SquadLocker’s evolution. While the company uses the same standard manufacturing equipment, it’s the propriety software and processes that allow SquadLocker to operate effectively.

“In terms of manufacturing, we’ve made it very simple for coaches and administrators to order the gear and get the gear to the kids without interrupting their schedules,” Vasconcellos said. “At the end of the day, they should be coaching and not worrying about uniforms. We’ve tried hard to cater to those needs and I think we’ve done a great job.”

SquadLocker is expected to continue on its trajectory of success in the coming years. Goldberg said SquadLocker is partnering with Sports Engine, a division of NBC Sports, to help provide gear and uniforms to registered young athletes across the U.S.

Additionally, Goldberg’s goals are to continue to build out the management team to make sure the company has the best talent available, bolster sales and marketing efforts, and introduce more manufacturing methods. Goldberg said it will take considerable capital investments to continue this trajectory. In late February, SquadLocker closed a $20 million Series C round of funding led by ABS Capital Partners, with the funds to be used to further create growth initiatives.

Goldberg is also proud to bring good-paying jobs to the community and has about 130 employees working for SquadLocker.

“It’s a fun place to work, it’s a safe and healthy place to work, a stimulating place to work,” he said. “You see here a population of people that are productive and have high self-esteem and feel fulfilled on a regular basis. It’s a real benefit to the community to have people that have money to spend, cars that are running well and are living in housing they can afford.”

Vasconcellos has seen many changes and growth at SquadLocker. However, what has not changed, she said, is that it is an empowering place to work.

“Our culture here is strong and is really something special,” she said. “We are an all-inclusive employer and our employees have a very diverse background. We’ve worked really hard this year to become an employer of choice to offer benefits, paid time off and the work-life balance people need while also working hard.”

Vasconcellos said while she couldn’t deny the proprietary software is a main key to SquadLocker’s success, she said that’s only part of it.

“It starts with [Goldberg],” she said. “He is always looking to change and innovate and challenge us. That drives someone like me to always look for the latest and greatest in change and be up with the newest things going on out there. We can’t be stagnant; we have to be open to change. It’s that whole environment that [makes] us ­successful.”


COVID-19 UPDATE

As a result of the COVID-19 pandemic, SquadLocker’s revenue has dropped “significantly,” CEO Gary Goldberg said, but he would not disclose how much they decreased.

However, SquadLocker transitioned to making social-distancing masks, Goldberg said. Squad Locker offers two versions of service: Customers can buy in bulk and have their order delivered to one location, or take one design, put it on a mask, put it in their online store, and individual players and parents can buy one. The masks are being sold half off.

“We are all on the same side, flattening the curve,” Goldberg said. “These services are great for contactless delivery, team pride and doing the right thing. It’s also a way for us to stay connected to our customers.”

Goldberg said he initially had to furlough about half of his direct labor staff, but the mask-making allowed him to bring some staff back to work. He is optimistic about SquadLocker’s future and the ability to get back to full staff.

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