The Winning Edge

What The Winning Edge does

The Winning Edge is a privately held, family-owned custom apparel and branded merchandise company founded in 1987 in Fulton, Indiana and currently operating out of a purpose-built facility at 221 Rouch Place Drive in Rochester, Indiana. The company produces custom team uniforms, sideline apparel, letter jackets, silk-screened and embroidered apparel, sublimated jerseys, trophies, plaques, and engraved corporate awards and gifts. In-house production capabilities span sublimation printing, embroidery, silk screening, and engraving under a single roof, with a catalog of blank goods sourced from national vendors including Rawlings, Adidas, Under Armour, Nike, Augusta Sportswear, SanMar, Wilson, and Speedo. The company's go-to-market is primarily direct sales-led: a field sales team conducts weekly in-person visits to customers across Indiana and hand-delivers products rather than shipping. A physical retail storefront operates at the Rochester location Monday-Friday, and a digital channel (the edgeXstore online ordering platform, plus FreeStyle Sublimation and FreeStyle Headwear 3D design tools) supports fundraising campaigns, team orders, and remote customers.

The business serves three primary customer segments: athletic teams and schools (the primary vertical, including high school and youth sports programs needing durable custom uniforms and gear), corporations and small businesses (branded uniforms, embroidered office apparel, promotional items), and fundraisers/non-profits (charity runs, 5K events, school campaigns, and community events requiring themed apparel with online order collection). Pricing is quote-based and varies by product type, customization level, quantity, and vendor selection, with the company positioning across multiple price points through its vendor network. Ownership has passed through three generations — founder Terry Foreman (1987-2003), Brad Good (2003 onward), and current owner Cory Good — with no external investors or parent company. The company is approximately 45 employees (firmographics), though the sales organization itself is small (owner plus a roughly six-person sales team covering corporate/SMB, marketing, and field sales). No revenue figures, patents, regulatory actions, or AI/ML capabilities are disclosed in available materials.

Name

The Winning Edge

Legal name

The Winning Edge

Website

https://thewinningedgeathletics.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

The Winning Edge is a family-owned custom apparel and branded merchandise company founded in 1987 in Rochester, Indiana, producing custom uniforms, embroidered apparel, sublimated jerseys, trophies, and engraved awards for athletic teams, schools, corporations, and nonprofits across Indiana via direct field sales and an online ordering platform.

Ownership category

akta.pro rank

Product category

Custom Sports Apparel and Branded Merchandise Manufacturing

NAICS

Sporting and Athletic Goods Manufacturing (33992), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949), Coating, Engraving & Allied Services (3470)

akta.pro industry

PRIMARYIMAOAEAK

Sports Team & Promotional Apparel Cut & Sew (Screenprint/Embroidery-Ready)

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Manufacturing (Cut & Sew)

SECONDARYIMAOAFAI

Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear)

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Accessories Manufacturing (Hats/Gloves/Belts/Scarves)

SECONDARYIMAOAEAC

Workwear, Uniforms & Safety Apparel Cut & Sew

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Manufacturing (Cut & Sew)

SECONDARYBPAFAMAG

Trade Show Giveaways & Event Premiums

Business & Public Services/Marketing, Advertising & PR Services/Promotional Products & Sales Promotion Services

Keywords

• Custom athletic apparel
• Team uniforms
• Screen printing services
• Custom embroidery
• Promotional products

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Apparel Sales: Sale of custom athletic uniforms, team apparel, corporate wear, and sublimated products. Includes embroidered logos, silk-screened designs, and full-color sublimated jerseys. Products are tailored to customer specifications with design assistance from expert team.
2. Custom Engraving Services: Engraving department offering custom awards, trophies, plaques, and personalized gifts. Products include premier corporate awards, leather gifts, and personalized items.
3. Promotional Products: Sale of promotional items including branded tumblers, custom merchandise, and gift options that can be customized with company branding.
4. Letter Jackets: Customized letter jackets showcasing accomplishments and school spirit, ordered through dedicated school store.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

The Winning Edge produces and sells custom team uniforms, athletic apparel, sideline wear, letter jackets, trophies, awards, and corporate branded merchandise using in-house silk screen printing, embroidery, chenille, sublimation, and engraving capabilities. It serves athletic teams, schools, corporations, small businesses, and nonprofit fundraising organizations across Indiana through weekly direct sales visits, a retail storefront, and an online Edge Store (edgeXstore) platform that streamlines ordering, payment, and fulfillment.

Product overview

The Winning Edge is a custom sports apparel and branded merchandise company serving athletic teams, schools, corporations, and nonprofits since 1987. The core offering is custom team uniforms and athletic apparel with in-house production capabilities including silk screen printing, embroidery, chenille, sublimation, and custom engraving. The company operates The Edge Store (edgeXstore), a customizable online ordering platform that enables teams and organizations to curate and sell custom apparel with integrated logistics. Design tools include FreeStyle Sublimation and FreeStyle Headwear for 3D jersey and hat design. Services extend to corporate branded apparel, trophies and awards, letter jackets, and fundraising solutions for community organizations.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Team Uniforms

Quantifiable outcome

• Products designed to last through toughest games and practices
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• RawlingscoreChannel Partner/ Reseller/ DistributorPremier supplier of baseball, softball, and athletic equipment. The Winning Edge serves as a Rawlings dealer for baseball/softball equipment and uniforms.
• AdidascoreChannel Partner/ Reseller/ DistributorGlobal leader in athletic apparel, footwear, and team sports uniforms. Partnered for premium brand apparel, sideline apparel, and uniforms.
• Under ArmourcoreChannel Partner/ Reseller/ DistributorPerformance apparel and athletic gear provider. The Winning Edge offers Under Armour for premium brands, sideline apparel, and uniforms.
• NikecoreChannel Partner/ Reseller/ DistributorIndustry-leading athletic apparel, footwear, and team sports equipment. Offered through the vendor network.
• Augusta SportswearcoreChannel Partner/ Reseller/ DistributorFamily of athletic apparel brands delivering quality uniforms, spirit wear, and team gear. Primary vendor for sideline apparel.
• SanMarcoreChannel Partner/ Reseller/ DistributorMajor distributor of imprintable apparel and accessories. Source for corporate wear and sideline apparel through SanMar's catalog.
• S&S ActivewearcoreChannel Partner/ Reseller/ DistributorActivewear distributor providing sideline apparel options. Partnered for corporate and athletic apparel.
• Founder Sport GroupcoreChannel Partner/ Reseller/ DistributorCustom uniforms, apparel, and athletic gear provider. Vendor for team uniform solutions.
• Charles River ApparelminorChannel Partner/ Reseller/ DistributorSideline apparel vendor providing outdoor-inspired apparel options for teams and organizations.
• SpeedocoreChannel Partner/ Reseller/ DistributorWorld-renowned swimwear and aquatic gear provider for training and competition. Part of aquatics vendor category.
• WilsoncoreChannel Partner/ Reseller/ DistributorTrusted manufacturer of sports equipment, balls, gloves, and athletic accessories. Team sports equipment vendor.
• Schutt SportscoreChannel Partner/ Reseller/ DistributorFootball helmets, protective gear, and equipment designed for athlete safety. Football equipment vendor.
• StahlscoreChannel Partner/ Reseller/ DistributorIndustry leader in heat printing, team decoration, and apparel customization solutions. Supports in-house production capabilities.
• New EraminorChannel Partner/ Reseller/ DistributorIconic headwear and apparel brand known for premium caps and team wear.
• RichardsonminorChannel Partner/ Reseller/ DistributorPremium custom caps and headwear for teams, schools, and businesses.

Scale indicators2 records

Recent moves8 records

Expansion highlights4 records

Others

• SanMar: SanMar is a major distributor of imprintable apparel and accessories used by decorators and resellers. It is a supplier to TWE rather than a competitor, but shapes the economics of the custom apparel industry.
• Augusta Sportswear: Augusta Sportswear is a manufacturer and supplier of athletic apparel and team uniforms. It is also a TWE vendor partner, making it an adjacent industry player rather than a direct competitor.

Direct peers

• Underground Printing: Underground Printing is a custom apparel and merchandise company with in-house screen printing and embroidery serving schools, teams, and businesses. Directly comparable in production mix and customer base.
• Logo Sportswear: Logo Sportswear is an online custom apparel platform specializing in custom team uniforms, spirit wear, and branded apparel for schools and groups. Directly overlaps with TWE's athletics and schools segment.
• CustomInk: CustomInk is a leading online custom apparel platform serving teams, schools, businesses, and groups. It directly competes with The Winning Edge across the same customer segments (athletic teams, corporate, fundraising) with a digital-first funnel.
• RushOrderTees: RushOrderTees is a custom screen printing and embroidery company serving businesses, teams, and organizations nationwide. It overlaps directly with TWE's core silk screen, embroidery, and team apparel offering.
• 4imprint: 4imprint is a large promotional products distributor offering branded apparel, tumblers, and customized merchandise to businesses and organizations. Competes with TWE's corporate and promotional products revenue stream.
• Branders: Branders is a promotional products and custom apparel company offering branded merchandise to businesses and organizations. Competes directly with TWE's corporate branded apparel and promotional product offerings.

Broad incumbents

• BSN Sports: BSN Sports is a large-scale distributor of team sports apparel, equipment, and uniforms to schools and athletic programs nationwide. Overlaps with TWE's athletics/schools vertical but serves a much broader portfolio.

Regional players

• Northwest Custom Apparel: Northwest Custom Apparel is a Pacific Northwest-based custom apparel and screen printing company serving schools, teams, and businesses. Comparable operating model with regional rather than national focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/winning-edge-rochester

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 The Winning Edge