In a recent episode of the 2 Regular Guys podcast hosted by Terry Combs and Aaron Montgomery, listeners were treated to a lively discussion about the current state of the decorated apparel industry with guest and longtime friend, Johnny Shell of Keypoint Intelligence. Known for his depth of industry knowledge and sharp insights, Johnny has always had his finger on the pulse of what’s happening in the decorated apparel space. Now, as part of his role at Keypoint Intelligence, it’s quite literally his job to stay tapped into industry trends—and his insights continue to be a valuable resource for those navigating the evolving landscape.
During their chat, Johnny highlights three pivotal shifts shaping the decorated apparel industry today. First, he points to a generational transition—many younger business owners are stepping into leadership roles, bringing new ideas and expectations around technology, branding, and customer experience. Second, he discusses the importance of brand building, noting that successful shops are moving beyond simply fulfilling orders to creating a recognizable identity and community around their services. Lastly, Johnny emphasizes the growing need for efficiency through automation. With labor shortages and rising costs, automation is no longer optional; it’s a strategic necessity for scaling and sustaining a modern print operation. Together, these shifts are redefining what it takes to compete in a crowded market.
The discussion sets the stage for a broader conversation about industry trends, customer engagement, and what’s next for apparel decorators. Johnny’s role at Keypoint Intelligence allows him to analyze market dynamics from a data-driven perspective, bringing a blend of practical knowledge and technical expertise to the table. His appearance on the podcast promises a deeper dive into decorated apparel—from print techniques and supply chain concerns to what shops can do to stay competitive in a changing market.
Listen below so you don’t miss the entire conversation!
