As 2025 comes to a close, SESO reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.
Jason Shelton is the general manager of Salty Crew, which he joined three years ago. Before that, he spent more than 20 years in sales at Quiksilver and Billabong.
What is the most important business lesson you learned in 2025?
Salty Crew GM Jason Shelton: 2025 reinforced how critical resilience, urgency, teamwork and partnerships are when so many things are shifting at once. Tariffs have been a major disruption and forced us to re-evaluate, re-source and re-cost repeatedly to protect profitability. It tested every part of the supply chain. Our team was incredibly adaptable, moved quickly (and repeatedly), giving us the best outcome considering the circumstances while staying committed to what makes Salty Crew resonate at retail.
What are you worried about for 2026?
Salty Crew GM Jason Shelton: Heading into 2026, I have some concern around the consumer’s mindset. Retail comps have been up and down depending on channel and region, and the macro-uncertainty with tariffs, inflation and consumer caution continue to weigh on some retail comps. Retailers are also managing a crowded brand landscape while trying to build merchandising mixes that feel fresh and still deliver volume, margin and turn. In this environment, we’re focused on what customers respond to most from Salty Crew: purpose-built product and authentic story-telling.
What are you investing in and/or optimistic about for 2026?
Salty Crew GM Jason Shelton: We’re very optimistic about the work we’re doing in product innovation and story-telling. Our “Gear Matters” campaign has been resonating and we’re building on it with a couple meaningful partnerships launching for men’s and women’s in 2026. We’re also focused on creating more heat at retail, driving traffic into core surf and tackle shops and have a couple things in store there heading into spring and summer.
Anything else you’d like to add about 2025 or 2026?
Salty Crew GM Jason Shelton: I’m grateful for our retail partners and our Salty Crew team. In an eventful year, the brand is performing very well and the team’s focus and grit has us in a strong position heading into 2026!
