Samantha Holloway, co-founder of a tech startup, transitioned to become a co-owner of the Seattle Kraken hockey franchise. She brings her experience in the tech startup world to her role leading the professional hockey team. With a background in forensic psychology and founding a company acquired by Form.com, Holloway has made unique pitstops on her path to pro hockey. She emphasizes the importance of understanding and listening to the fan base, as well as iterating quickly in the execution of front office initiatives, similar to the process in a startup. Holloway’s focus on feedback and speed in decision-making reflects the startup mindset she brings to her leadership position in the NHL.
Technology plays a significant role in the DNA of the Seattle Kraken, with innovations such as a smartphone app that serves as a transit pass for fans and a live game streaming deal with Amazon, facilitated by Amazon CEO Andy Jassy, a Kraken minority owner. The relationship with Amazon also extends to the Climate Pledge Arena, where Amazon’s cashier-less technology is implemented in retail stores near the headquarters. The partnership with Amazon has allowed the Kraken to leverage technology in various aspects of the organization, highlighting a key strength in the franchise’s operations and fan engagement.
Despite challenges in performance on the ice, the Seattle Kraken have seen strong home attendance metrics and community engagement initiatives under Holloway’s leadership. The franchise aims to achieve success measured not only by winning a Stanley Cup but also by impacting the community through programs like teaching kids how to play hockey and broadening the sport to new fans. Seattle is also positioned as a front-runner for an NBA expansion team, a potential effort that the Kraken ownership group may lead. Holloway’s approach to building a successful business by focusing on the present and letting positive outcomes naturally evolve mirrors the strategies she employs in managing the professional hockey team.
Holloway’s journey from startup founder to co-owner of an NHL franchise demonstrates the transferable skills and entrepreneurial mindset that have contributed to her success with the Seattle Kraken. By leveraging her experience in the tech startup world, she has been able to bring a fresh perspective to the traditional sports industry, emphasizing the importance of customer feedback, quick decision-making, and technology integration in driving the team’s growth and engagement. The Kraken’s collaborative partnerships with companies like Amazon have further enhanced their capabilities in reaching fans and providing innovative experiences, setting them apart as a progressive and forward-thinking organization in professional sports.
As the Seattle Kraken continue to strive for success on and off the ice, Holloway remains grounded in her startup roots, maintaining a connection to the startup world through a venture fund and startup studio. Her approach to building a great business first and allowing positive outcomes to follow has guided her transition from tech entrepreneur to sports team owner. With a focus on community impact, fan engagement, and technological innovation, the Seattle Kraken under Holloway’s leadership are positioned to make a lasting impact in the professional sports industry, while also contributing to the growth of hockey and sports culture in the Seattle area.
