SquadLocker
SquadLocker is a private e-commerce platform that enables youth sports organizations, K-12 schools, and leagues to create custom online stores for team uniforms, spirit wear, and gear, with direct-to-player fulfillment, no order minimums, and SquadClub/SquadSchool membership programs. Founded 2015, headquartered in Warwick, RI.
- Company typePrivate
- Founded2015
- HeadquartersWarwick, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What SquadLocker does
SquadLocker is a Warwick, Rhode Island-based e-commerce platform founded in 2015 that enables sports organizations, schools, and leagues to create custom online stores for ordering team uniforms, spirit wear, and gear. The core product is a self-serve Team Locker Store platform paired with SquadStudio, a browser-based uniform designer, supporting direct-to-player or bulk fulfillment with no order minimums and an average 14-day ship time (3-5 days for the SquadGear MVP sublimated line). The company monetizes primarily through one-time custom apparel transactions, augmented by subscription-based SquadClub (sports organizations) and SquadSchool (K-12 schools) membership programs that provide discounts, free gear, and perks, and by optional sponsorship logo integration on sublimated uniforms.
The technology stack is proprietary and integration-light: an in-house store and order management system at teamlocker.squadlocker.com, a design tool at squadstudio.squadlocker.com, payment integrations including Apple Pay, Google Pay, and Affirm BNPL, and an Under Armour brand partnership anchoring the premium assortment. Distribution is primarily direct-to-consumer through owned digital storefronts, supplemented by integrations with sports-community platforms such as SPiN and PlayyOn, governing-body partnerships (US Lacrosse NTDP, American Basketball Association), and event-driven GTM at coaching conventions. SquadLocker has raised approximately $38 million across five rounds from ABS Capital Partners and Causeway Media Partners (most recently a $20 million round in February 2020), employs 51-100 people, and reports a customer base spanning thousands of organizations, leagues, and schools across the United States.
SquadLocker firmographics
Firmographics- Name
- SquadLocker
- Legal name
- Squadlocker, Inc.
- Website
- https://squadlocker.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SquadLocker is a private e-commerce platform that enables youth sports organizations, K-12 schools, and leagues to create custom online stores for team uniforms, spirit wear, and gear, with direct-to-player fulfillment, no order minimums, and SquadClub/SquadSchool membership programs. Founded 2015, headquartered in Warwick, RI.
- Ownership category
- akta.pro rank
SquadLocker industry classification
Industry- Product category
- Custom Team Apparel and Uniforms
- NAICS
- Sporting Goods Retailers (45911), Cut and Sew Apparel Manufacturing (except Contractors) (315250)
- SIC
- Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Team & School Athletic Uniforms Retail (CRAMACAJ)
- akta.pro secondary industries
- Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports & On-Field Performance Apparel (CRAAAEAE), Team Sports Equipment & Apparel Distribution (CRAOAJAA)
Keywords
Where SquadLocker is headquartered
LocationHeadquarters
- HQ city
- Warwick
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SquadLocker business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Custom Uniform and Apparel Sales: One-time transaction sales of custom uniforms, spirit wear, and team gear to sports organizations, schools, teams, and individuals. No recurring fees for store access.
- SquadClub Membership: Subscription membership program offering discounts, free gear, and exclusive perks for sports organizations. Additional revenue stream through membership fees.
- SquadSchool Membership: Subscription membership program for schools offering exclusive discounts, free gear, and perks for school communities.
- Sponsorship Integration: Organizations can add sponsor logos to sublimated uniforms for additional revenue opportunities for the organization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Custom apparel orders with no minimum quantity requirements |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
SquadLocker product offering
Product offeringCore offering
SquadLocker operates a proprietary online platform that lets youth sports organizations, leagues, and K-12 schools create their own custom apparel stores. Players, families, and fans order team uniforms, spirit wear, and gear through these stores, and SquadLocker handles design, production, and direct-to-player or bulk fulfillment with no minimum order quantities.
Product overview
SquadLocker is a custom apparel and uniform platform that operates as a unified solution combining online store creation, uniform design tools, and order management. The core SquadLocker Platform enables organizations to create custom apparel stores, while TeamLocker serves as the underlying store and order management system. SquadStudio provides the uniform design capabilities, and SquadGear represents their sublimated uniform product line. The company offers two membership programs: SquadClub for sports organizations and SquadSchool for schools, both providing additional discounts and perks. Additional features include fundraising tools, gift cards, logo help services, and a learning center with how-to resources.
Differentiator
Problem solved
Functional benefit
Brands
- SquadGear: Custom sublimated uniforms product line that ships in 3-5 days.
- SquadClub
- SquadSchool
- SquadStudio
Products and services
- TeamLocker Store Platform Online store and order management platform where organizations build custom apparel stores, manage rosters, and track orders. Sold as the foundational ordering system for SquadLocker customers.
- SquadGear Sublimated Uniforms Sublimated custom uniform product line featuring no order minimums, 3-5 day shipping, and direct-to-player or bulk delivery options for teams and schools.
- Spirit Wear Custom spirit wear and branded merchandise produced and sold to schools, teams, and organizations through the SquadLocker platform.
- SquadStudio Uniform Designer Browser-based custom uniform design tool that lets organizations and individuals create and preview team apparel designs prior to ordering.
- SquadClub Membership Subscription membership program for sports organizations that provides exclusive discounts, free gear, and additional perks on custom apparel orders.
- SquadSchool Membership Subscription membership program for K-12 schools that provides exclusive discounts, free gear, and perks for school communities purchasing custom apparel.
- Logo Help Custom Artwork Service Free custom artwork and logo design assistance service for organizations setting up their SquadLocker stores, included with platform use.
- SquadLocker Gift Cards Digital gift cards available for purchase and redemption through the TeamLocker platform for use on custom apparel orders.
Quantifiable outcome
- 48 teams served with custom apparel in 5 days
- +2 more outcomes
Companies that use SquadLocker
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
SquadLocker technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
SquadLocker partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- US Lacrosse NTDP (National Team Development Program)coreSquadLocker named Official Apparel and Uniform Supplier for US Lacrosse NTDP and USA Select teams. Provides custom uniforms and gear to elite youth lacrosse players, coaches, and families nationwide through SquadLocker's online stores.
- SPiNcoreIntegration partnership to embed SquadLocker's custom apparel platform into the SPiN network, providing youth sports organizations with online solutions for ordering and managing custom uniforms and gear.
- American Basketball Association (ABA)coreOfficial custom apparel partner providing uniforms and merchandise for ABA teams and members.
- The Circuit (Grassroots Basketball)coreOfficial Team Store Provider for The Circuit grassroots basketball organization.
- Perfect Game (Baseball)minorPartnership providing custom baseball apparel for Perfect Game athletes and events.
- Special Olympics Rhode IslandminorOngoing partnership supporting Special Olympics Rhode Island athletes with custom apparel and event sponsorship.
- You Can Play ProjectminorPartnership promoting inclusion and diversity in sports through awareness campaigns and custom apparel.
- HEADstrong FoundationminorGiving Tuesday partnership supporting HEADstrong Foundation's mission.
- Check the Stigma Hockey ClassicminorSponsorship providing 50 jerseys and socks for behavioral health awareness hockey event.
- Under ArmourcoreBrand partnership offering Under Armour apparel products through SquadLocker's platform. Featured brand partner displayed prominently on homepage.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
SquadLocker competitors and assessment
Company assessmentDirect peers
- Boombah: Boombah designs and sells custom and stock team uniforms, apparel, and sporting goods directly to teams and athletes, overlapping with SquadLocker's custom team uniform and apparel business.
- Augusta Sportswear: Augusta Sportswear designs, manufactures, and distributes team uniforms, athletic apparel, and spirit wear to the team dealer channel — comparable as a wholesale team apparel supplier overlapping with SquadLocker's merchandise supply chain.
- Prolook Sports: Prolook Sports specializes in custom sublimated team uniforms with online design tools and team-store functionality — a focused direct competitor in SquadLocker's SquadGear sublimated uniform category.
- BSN Sports: BSN Sports is one of the largest direct distributors of team sports gear, uniforms, and equipment to schools, leagues, and youth organizations — directly competing with SquadLocker's core youth sports uniform offering.
- CustomInk: CustomInk operates a custom apparel platform serving groups, teams, schools, and businesses with online design tools and group ordering — the closest direct peer to SquadLocker's self-serve custom team apparel marketplace model.
- Game One: Game One (formerly Great Plains Sports) supplies custom team uniforms, spirit wear, and fan apparel to schools, leagues, and boosters with team store services — a close direct competitor in custom team apparel fulfillment.
Broad incumbents
- Under Armour: Under Armour is a global athletic apparel brand with a dedicated team division and a featured brand partnership on SquadLocker's platform — a broad incumbent whose team apparel competes with SquadLocker's offerings while also serving as a key supplier.
- Eastbay (Foot Locker): Eastbay (owned by Foot Locker) is a long-standing retailer of team athletic footwear, apparel, and equipment for schools, teams, and individuals — comparable as a broader team sports retailer with overlapping target customers.
- Riddell: Riddell is a long-established football equipment and team apparel brand serving schools and leagues at scale — a broader incumbent competing in the team sports apparel and equipment category.
- Champion Teamwear: Champion Teamwear sells branded team uniforms, athletic apparel, and spirit wear to schools, teams, and organizations — a broad incumbent whose team apparel and customization offerings overlap with SquadLocker's catalog.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
SquadLocker social profiles
Digital presenceSquadLocker financial estimates
Financial estimateRevenue estimate
Valuation estimate
SquadLocker leadership team
Management profileNumber of profiles
Profiles10 records
SquadLocker funding detail
Funding detailFunding overview
Funding rounds5 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SquadLocker M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SquadLocker
What does SquadLocker do?
SquadLocker operates a proprietary online platform that lets youth sports organizations, leagues, and K-12 schools create their own custom apparel stores. Players, families, and fans order team uniforms, spirit wear, and gear through these stores, and SquadLocker handles design, production, and direct-to-player or bulk fulfillment with no minimum order quantities.
Is SquadLocker a public or private company?
SquadLocker is a private company. It is classified as venture growth investor backed and is currently operating.
When was SquadLocker founded?
SquadLocker was founded in 2015. It employs 51 to 100 people.
Where is SquadLocker based?
SquadLocker is headquartered in Warwick, United States, in the North America region.
How does SquadLocker make money?
Four revenue lines are on record. Custom Uniform and Apparel Sales are the primary driver. The others are squadClub Membership, squadSchool Membership and sponsorship Integration.
Who are SquadLocker's main competitors?
Direct peers on record are Boombah, Augusta Sportswear, Prolook Sports, BSN Sports, CustomInk and Game One. Broad incumbents are Under Armour, Eastbay (Foot Locker), Riddell and Champion Teamwear.
Does SquadLocker have an API?
No public API is recorded for SquadLocker.
What industry is SquadLocker in?
SquadLocker's product category is Custom Team Apparel and Uniforms. Its primary akta.pro industry code is CRAMACAJ, Team & School Athletic Uniforms Retail, with a secondary code of CRAMABAE, Team Sports Equipment & Uniforms Retail. Its NAICS code is 45911 and its SIC code is 5130.