Oct. 2, 2026

Kevin Oakley gives a tour of the new Stoked on Printing facility. | Credit: Cassie Green

Ahead of PRINTING United Expo 2026, which took place in Las Vegas Sept. 23-25, Shirt Lab hosted a master class on building online stores. The event tied into the heavy education focus at the Expo, where attendees came to learn and engage with the printing industry to create better businesses.

Kicking off the Shirt Lab event on the afternoon of Sept. 21 was a visit to the new Stoked on Printing location. Attendees got a chance to tour the new facility and get an inside glimpse of how the team runs its business. Kevin Oakley, co-founder and CRO; Shane Snodgrass, co-founder; and Pat Venteicher, COO and  minority partner, all of Stoked on Printing explained how they set up their workflow, why they made decisions to put equipment where it is, and what their fulfillment business model looks like.

The evening wrapped up at CraftHaus brewery, where attendees mingled and participated in the famous Shirt Lab Rock, Paper, Scissors contest. The winning round came down to Alex Phelan, Tri-POD, and Oakley, with Phelan taking home the bragging rights and grand prize from STAHLS’.

On Sept. 22, attendees of the event listened in to several presentations from industry experts, culminating in a master class of running a high-level, successful online store. “This wasn’t theory or a ‘why you should use online stores’ session, but a full day of education on how you can grow your business into thousands of online stores that generate highly profitable recurring revenue,” explains Marshall Atkinson, co-founder of Shirt Lab. “Our goal for Shirt Lab Las Vegas is the same goal as all of our events: Provide the best-in-class educational experience in the industry.”

Atkinson feels that the event met that goal, with attendees leaving with actionable tips that they could not only keep in mind as they explored the PRINTING United Expo floor, but apply in their businesses when they returned home.

“The speakers each took a segment of the online store process and provided incredible lessons in how to improve your processes in your shop,” Atkinson says. “We had some amazing questions from the audience. … I loved that we were able to help people with the contextual situations they are facing with experts who gave solid answers.”

L to R: Jesse Freeby; Shane Snodgrass; Davis Slagle; Alex Phelan; and Ali Banholzer were all speakers at the Shirt Lab event. | Credit: Shirt Lab

In addition to the in-person attendance, Shirt Lab also provided a live stream component, which Atkinson says was a success. “We had a fantastic engagement from both in-person attendees and those live-streaming from four countries,” he says.

An important takeaway that Atkinson observed, and was seen time and again on the Expo show floor, was the hunger for knowledge. “You don’t know what you don’t know,” Atkinson believes. “I’m constantly meeting shop owners and industry leaders who are doing well but haven’t traveled the same road as others. Their success could be so much greater if they were exposed to different viewpoints, technology, ideas, concepts, and experiences.”

To learn more about Shirt Lab, click here.

To see more wrap-up coverage and articles from PRINTING United Expo, click here.