B2B Platform vs Team Apparel Solution
Brikl vs SquadLocker
Two platforms built around on-demand custom apparel, but for very different customers and use cases.
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Different Starting Points
SquadLocker was founded in 2011 and built for sports organizations, schools and youth leagues. It describes itself as America's #1 rated team uniform dealer: coaches and administrators set up branded team stores with no fees and no minimum orders, and SquadLocker decorates and ships orders itself, from a catalog of 16,000+ products across 70+ brands. Brikl is the on-demand commerce platform for branded merch, built for scale, for distributors and decorators who run merch programs for corporate clients, teams and organizations as a professional service, routing orders across a network of fulfillment partners.
Feature Comparison
| Feature | SquadLocker | Brikl |
|---|---|---|
| Primary customer | Coaches, league administrators, schools, youth sports organizations and businesses | Promotional product distributors and decorators running client merch programs |
| Store types | Always-open team, spirit wear and organization stores | Print-on-demand, pop-up, redemption and always-on stores, for company, team and club, school, fundraising, nonprofit and creator programs; public, private or sign-in only |
| Store setup | Instant online team store setup, plus an online uniform designer; SquadLocker's team builds stores for larger deployments | Turbo Store builds a branded, priced store in about ten seconds; every store is editable in the Store Editor; or set stores up from your AI assistant with Brikl for AI |
| Bulk orders | Full-team uniform orders, shipped to each player or in bulk to one address; teams outfitted in two weeks or less | Order Builder places bulk orders on on-demand pricing |
| Inventory model | On demand; decorated and shipped per order by SquadLocker | On demand first; orders routed automatically to decoration and fulfillment partners, no inventory held |
| Fulfillment | In-house decoration and fulfillment; hassle-free returns, even on custom items | 12 integrated fulfillment partners; distributor chooses routing per store or per product |
| Decoration methods | Sublimation, printing and embroidery | 12+ decoration methods: DTG, DTF, embroidery, sublimation, UV, engraving and more, with automated routing |
| Brand and product catalog | 16,000+ products from 70+ brands, including Nike, Under Armour and Adidas; focused on sports and team apparel | 8,000+ products from 190+ brands across apparel, hard goods and print, with real-time wholesale pricing |
| Multi-store management | Multiple team stores under one organization URL | Unlimited stores across multiple end clients, with sub-organizations, from one dashboard |
| Artwork | Free in-house logo and art services | Built-in design tool and instant digitization of any logo |
| Fundraising | Built-in: a 5%, 10% or 15% markup paid out by check; SquadLocker reports over $4.25M raised | Fundraising set-asides as a percentage or fixed amount per item |
| Merchant of Record | SquadLocker sells to shoppers directly; organizations don't handle payments or tax | Launch: Brikl is Merchant of Record, collecting payments and filing sales tax. Enterprise: your own payment gateway and tax software |
| Integrations | Partner API powering team stores in TeamSnap, plus SportsEngine, SPiN and other sports platforms | API access, PromoStandards, ERP and CRM integrations, and Brikl for AI (ChatGPT, Claude, Gemini, Grok) |
| Geography and currency | US and Canada | US, Canada and international markets; 17 currencies |
Pricing Comparison
SquadLocker is free for organizations and earns its margin on the products it sells; on Brikl, you set your own prices and Brikl charges 3.5% per transaction.
| SquadLocker | Brikl | |
|---|---|---|
| Platform fee | Free to use, no contracts and no hidden fees | 3.5% per transaction, no subscription |
| Product pricing | Set by SquadLocker; the organization can add a fundraising markup of 5%, 10% or 15% | Wholesale cost of goods from 190+ brands; you set your own retail price and margin |
| Who earns the margin | SquadLocker, apart from the fundraising share | You, the distributor or decorator |
| Setup | Free, including free logo and art services | No setup fee; moving your stores is free; new store builds $99 per store (simple) or $199 (advanced) |
| Payment processing | Handled by SquadLocker | Charged separately by Stripe (2.9% + $0.30 per card payment in the US) |
| Enterprise | Not applicable | Custom: your own payment gateway, tax software, ERP and supplier relationships |
SquadLocker details from squadlocker.com; Brikl prices from brikl.com/pricing, as of November 2026.
When to Choose SquadLocker
SquadLocker is a strong fit if you're a coach, school administrator, league organizer or youth sports organization that wants to offer custom team gear without managing any logistics or payments. Its model makes it simple for a non-professional operator to set up a store, upload a logo, pick from athletic brands and let parents and players order on their own time. Built-in fundraising and integrations with platforms like TeamSnap make it easy to turn apparel into recurring revenue for the program.
SquadLocker's in-house decoration and its athletic brands make it well suited for sports-specific needs, such as uniforms, spirit wear and performance gear, where brand authenticity and quality control matter.
When to Choose Brikl
Brikl is a strong fit if you're a promotional product distributor or decorator running merch programs for multiple clients as a professional service. You create and manage stores on behalf of corporate clients, sports organizations, schools or associations, and you need to do it fast, at scale and without inventory risk.
Brikl's distributor model means you set prices and keep the margin, choose which fulfillment partners handle your orders and keep the client relationship. The catalog of 190+ brands, 12+ decoration methods and 12 fulfillment partners covers the wider branded merchandise market rather than sports alone. Brikl is also a strong fit if you need Merchant of Record coverage for sales tax, operate internationally in 17 currencies, or want an open API and AI access to connect your existing systems.
The Bottom Line
SquadLocker and Brikl are not direct competitors in most cases. SquadLocker serves end organizations directly: the coach or administrator who wants to offer custom gear to their community. Brikl serves the professionals who run those programs on behalf of clients: the distributor or decorator who makes merch programs their business.
If you're a distributor who wants to serve organizations that currently use SquadLocker, Brikl gives you the platform to run that program professionally, with your own branding, your own margins and your own supplier relationships.
Frequently Asked Questions
Are Brikl and SquadLocker competitors?
In most cases, no. SquadLocker sells directly to coaches, schools and leagues. Brikl powers the distributors and decorators who run merch programs for those organizations and others.
Is SquadLocker free?
Yes, SquadLocker is free for organizations; it earns its margin on the products it sells. On Brikl, you source at wholesale cost, set your own prices and keep the margin, and Brikl charges 3.5% per transaction.
Can I run team stores on Brikl?
Yes. Brikl runs team and club stores alongside company, school, fundraising and creator stores, with fundraising set-asides as a percentage or fixed amount per item.
Try Brikl free
Launch your first on-demand store in about ten seconds, with no setup fee and no sales call required.