Samantha Holloway, co-owner of the Seattle Kraken, draws on her experience as a tech startup founder to lead the professional hockey franchise. With a background in forensic psychology and a successful run as the co-founder of a tech startup called GoSpotCheck, Holloway’s journey to the top of the NHL includes unique pitstops along the way. In her role as chief customer officer, Holloway is constantly seeking feedback and iterating quickly to ensure the success of the organization. She emphasizes the importance of listening to fans and being able to move quickly without red tape, drawing parallels between running a professional sports team and a tech startup.
Technology plays a significant role in the operations of the Seattle Kraken, with the team leveraging various tech tools to enhance the fan experience and streamline front office initiatives. From the team’s smartphone app to a groundbreaking live game streaming deal with Amazon, technology is deeply embedded in the DNA of the franchise. Amazon CEO Andy Jassy, a minority owner of the team, has been instrumental in developing the team’s app and supporting their tech initiatives. The partnership with Amazon has allowed the Kraken to tap into innovative technologies such as Just Walk Out, enhancing the overall fan experience at Climate Pledge Arena.
While the ultimate goal for the Seattle Kraken is to win a Stanley Cup, Samantha Holloway emphasizes that there are other measures of success beyond on-ice performance. As a leader in the organization, she is passionate about giving back to the community and expanding the sport of hockey to new fans. The team’s strong home attendance metrics despite on-ice struggles demonstrate the loyalty and support of their fan base. Additionally, the Kraken ownership group is reportedly spearheading efforts to bring an NBA expansion team to Seattle, further solidifying their commitment to growing sports in the region.
Holloway’s background in the startup world has influenced her leadership style, focusing on building a great business and allowing success to follow. She remains involved in the startup ecosystem through a venture fund and startup studio, maintaining connections to her entrepreneurial roots. By keeping one foot in the startup world and the other in the sports industry, Holloway is able to bring a fresh perspective and innovative mindset to her role with the Seattle Kraken. Her ability to adapt quickly and prioritize feedback from fans and stakeholders positions her as a forward-thinking leader in the world of professional sports.
The Seattle Kraken’s journey to success has been shaped by Holloway’s tech startup experience and her commitment to leveraging technology to enhance the fan experience. The franchise’s partnership with Amazon and innovative use of tech tools set them apart in the NHL landscape. Holloway’s emphasis on customer feedback, quick iteration, and community engagement reflects her entrepreneurial spirit and dedication to building a sustainable and successful organization. As the Kraken continues its quest for a Stanley Cup and explores new opportunities for growth, Holloway’s leadership will be instrumental in shaping the future of the franchise and its impact on the sports industry in Seattle and beyond.
