Verbero

What Verbero does

Verbero is a privately-held ice hockey apparel and equipment company, founded in 2008 and headquartered in Nashville, Tennessee, serving youth, collegiate, elite, and professional hockey programs globally. The company designs, customizes, and fulfills team uniforms (sublimated, hybrid, and full tackle-twill jerseys), custom sticks (ECHO V350 line), custom gloves, bags, apparel, and stock commodities, with custom production lead times ranging from 2–12 weeks depending on product complexity.

The core technical platform is a proprietary team-store and order-management system that tracks each item down to the stitch and ships directly to individual players' homes, eliminating the bulk-order coordination typically handled by coaches and program administrators. Verbero monetizes through (a) one-time custom team uniform and equipment orders priced via tiered packages ($88–$477), (b) direct-to-consumer stock products via verbero.com, (c) multi-year Partner Program contracts (1–3 years) that bundle design, operational, fulfillment, and branding support into recurring engagements, (d) revenue-share influencer collaborations under the Verbero Black sub-brand, and (e) supporting programs such as Jersey Fundraisers, Coach Care, and Team Rewards that deepen partner relationships. The Jersey Fundraiser program has reportedly helped teams raise over $82,000 collectively.

Verbero serves hundreds of hockey programs across the United States, Canada, Sweden, and the United Kingdom, with a customer base dominated by SMBs (youth clubs, collegiate club teams, high-school programs) and a small number of enterprise and government accounts (American Airlines Hockey Club, Frontier Airlines, 2nd Ranger Battalion). Sub-brands include Verbero Black (influencer/celebrity jersey collaborations), Verbero Selects (a wholly-owned premier youth hockey organization for birth years 2007–2011), and Unify Team (partner team-uniform services). The company is owned and led by 16-year NHL veteran Andy Sutton, who acquired Verbero in December 2019 after serving as President of a leading hockey brand, supported by CTO Donnie Wishard (20+ years of software architecture experience) and finance advisor Freddie Jaderholm (ex-Nike, ex-Coca-Cola).

Name

Verbero

Legal name

Verbero Inc.

Website

https://verbero.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Verbero is a privately-held, Nashville-based custom ice hockey apparel and equipment company serving hundreds of youth, collegiate, and elite programs with proprietary team-store software, multi-year partner contracts, and direct-to-player fulfillment.

Ownership category

akta.pro rank

Product category

Custom Ice Hockey Apparel and Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Sportswear Customization & Printing Retail (CRAMACAK), Team Sports & On-Field Performance Apparel (CRAAAEAE), Ice Hockey & Field Hockey Equipment Retail (CRAMAEAE), Customized & Personalized Fan Gear Retail (CRAMAOAJ), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Custom hockey uniforms
• Team apparel
• Hockey equipment
• Team store platform
• Ice hockey gear

Headquarters

HQ city

Fallbrook

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Custom Team Uniforms and Apparel: Primary revenue stream from custom jerseys (sublimated, hybrid, tackle twill), game wear, practice gear, and team apparel. Sold through team store programs and bulk custom orders with pricing based on uniform packages (e.g., sublimated jerseys and socks at $88, complete packages up to $477). Design fees may be credited toward final apparel orders.
2. Stock Products: Direct-to-consumer sales of stock hockey equipment and apparel including sticks, gloves, bags, headwear, tape, socks, and performance gear. Products sold individually at fixed price points through the e-commerce platform.
3. Custom Gear and Equipment: Custom hockey sticks, gloves, and bags with full customization options. Custom sticks priced competitively against premium market offerings. Turn times of 7-12 weeks depending on product type.
4. Verbero Black Collaborations: Revenue-sharing model with influencers and celebrities for custom jersey collaborations. Partners promote to their fans while Verbero handles production, online store hosting, and direct-to-customer shipping.
5. Partner Program Subscriptions: Multi-year contract-based partnerships (1-3 years) with tiered support services including design support ($500), operational support ($1,500), fulfillment support, branding protection ($1,000), and exclusive pricing available with 3-year deals.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Verbero designs, manufactures, and sells custom and stock ice hockey uniforms, apparel, and equipment—including sublimated and tackle-twill jerseys, custom sticks, gloves, and bags—primarily through a proprietary Team Store platform that enables hockey teams, associations, and leagues to manage orders, fundraising, and direct-to-player fulfillment. The company operates a direct e-commerce storefront for individual consumers and a multi-year Partner Program for organizational customers.

Product overview

Verbero is a custom ice hockey apparel and equipment company offering both stock and fully customized products. The core offering includes custom team uniforms (jerseys, socks, shells), custom gear (sticks, gloves, bags), and stock products (ECHO V350 sticks, apparel, accessories). The platform includes a proprietary Team Store e-commerce system enabling teams to manage orders. Additional services include Partner Program, Team Rewards, Coach Care, and Jersey Fundraiser programs. Specialty sub-brands include Verbero Black (influencer collaborations) and Verbero Selects (youth hockey organization). Products range from sublimated and tackle-twill jerseys to performance hoodies, equipment bags, and cut-resistant apparel, with custom items featuring 3-12 week production timelines.

Differentiator

Problem solved

Functional benefit

Brands

• Verbero Black: A collaboration program for influencers and celebrities to create exclusive custom jerseys with revenue-sharing model.
• Verbero Selects
• Unify Team

Products and services

• Custom Sublimated Jersey

Quantifiable outcome

• Partner teams can save up to 300 hours per year through Verbero's operational support
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• TCS HockeyminorStrategic or Co-development Partner · 1 January 2025TCS Hockey partners with Verbero for tournament events including the Mile High Cup in Denver, CO (June 12-14) and Music City Cup in Nashville, TN (June 18-22). Verbero provides custom gear and merchandise for tournament participants.
• CCMminorStrategic or Co-development Partner · 1 January 2024CCM sponsors the Nashville Country Jam tournament (April 3-5) where Verbero Selects competes on 200x85 ice. Partnership includes equipment and merchandise support for participants.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Warrior Sports: Manufacturer of ice hockey sticks, gloves, protective equipment, and team apparel owned by New Balance. Directly comparable to Verbero's custom stick and glove lines, with a similar focus on performance gear at premium price points.
• CustomInk: Custom apparel and team store platform serving schools, sports teams, and organizations with online design tools and direct-to-door fulfillment. Highly comparable to Verbero's team store platform business model, though not sport-specialized and lacking equipment offerings.
• Bauer Hockey: The largest ice hockey equipment brand globally, with full custom and stock offerings across sticks, skates, gloves, helmets, and team apparel. Comparable to Verbero in product breadth and target market, but operates at materially greater scale with deep NHL and NCAA sponsorship relationships.
• SquadLocker: Custom team apparel and equipment platform with proprietary team store technology, serving schools, clubs, and youth sports organizations. Closest business-model peer to Verbero's team store platform, though SquadLocker is sport-agnostic rather than hockey-specialized.
• Prep Sportswear: Online custom team apparel and fan gear retailer serving schools, clubs, and youth sports organizations with proprietary team store technology. Closely comparable to Verbero's team store platform business model, though broader in sport coverage and lacking equipment integration.
• TRUE Hockey: Ice hockey equipment manufacturer specializing in sticks, gloves, and protective gear with both custom and stock product lines. Comparable to Verbero's ECHO V350 stick and custom gear offerings, with stronger brand recognition in elite and professional circles.
• Sherwood Hockey: Canadian ice hockey equipment brand known for sticks, gloves, and protective gear with growing custom and team apparel lines. Direct competitor in custom hockey sticks and gloves, with established retail distribution in Canada and the US.
• CCM Hockey: One of the dominant ice hockey equipment and apparel manufacturers globally, offering custom and stock sticks, gloves, helmets, and team uniforms. Directly comparable to Verbero's product mix and hockey-specific customer base, with vastly larger scale and professional league penetration.

Broad incumbents

• Eastbay: Long-standing sporting goods and team athletic apparel retailer offering stock and custom team gear across multiple sports. Comparable to Verbero's team athletic apparel offerings but operates as a broad multi-sport retailer rather than hockey-specialized custom manufacturer.
• Fanatics: Dominant licensed sports merchandise and apparel platform with massive scale across all major US sports leagues. Comparable to Verbero's custom team merchandise business but operates at vastly greater scale with licensed league/team relationships that hockey-specific custom brands cannot match.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/verberohockey
• Facebookfacebook.com/VerberoHockey
• Instagraminstagram.com/verberohockey

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Verbero