As e-commerce continues to redefine how consumers interact with brands, small and mid-sized retailers are facing mounting pressure to adapt or risk being left behind. Nowhere is this shift more pronounced than in the sports retail and lifestyle industries, where brand visibility, community engagement, and seamless online experiences have become crucial for survival. Despite the U.S. sports apparel market being valued at more than $120 billion and continuing to grow steadily, a significant portion of businesses in this space remain under-equipped to meet the demands of a rapidly digitalizing economy.
Many of these companies, often founded on deep community roots or specialized product lines, find themselves grappling with an increasingly complex online environment. Rapid shifts in consumer expectations, the dominance of data-driven advertising, and the technical sophistication required to manage e-commerce platforms are proving to be formidable challenges. A growing labor shortage in digital marketing roles further compounds the problem, with businesses struggling to recruit professionals skilled in SEO, paid media, and online customer engagement.
Against this backdrop, a new player is preparing to enter the U.S. market with a mission to narrow the digital divide for these retailers. Walendowsky Digital Agency LLC, which will be headquartered in Sacramento, California, is poised to offer a comprehensive suite of consulting and training services designed specifically for small and mid-sized businesses in the sports, retail, and fintech sectors. While the company is newly established, its foundations are built on the extensive experience of its founder, João Vitor Walendowsky.
Walendowsky’s professional journey is a reflection of his deep engagement with both the retail and digital marketing landscapes. Having held leadership roles in e-commerce operations, including his time as founder of Oak SuRacks—a successful online retailer catering to the surf community—he has firsthand knowledge of the challenges businesses face in digital transformation. His tenure at global brand Rip Curl further deepened his expertise, particularly in integrating digital strategy with brick-and-mortar retail experiences. Supported by an academic background that includes an MBA in Digital Marketing from Westcliff University, Walendowsky has cultivated a skill set that bridges both practical operations and strategic marketing.
His decision to launch Walendowsky Digital Agency in the United States stems from a recognition that smaller retailers are at a critical juncture. The gap between large, digitally mature brands and small businesses has widened in recent years, not due to lack of ambition but due to lack of access—whether that be to knowledge, tools, or skilled labor. “I’ve seen firsthand how businesses with great products and strong communities can still struggle online simply because they don’t have the digital tools or expertise,” Walendowsky explained. “My goal is to change that by making advanced digital strategies accessible and practical for smaller companies.”
Walendowsky Digital Agency will aim to deliver more than just conventional marketing services. Its mission includes strengthening the internal capabilities of client businesses through hands-on training and workshops that demystify digital marketing and e-commerce management. This educational approach is designed to reduce long-term dependency on external consultants and agencies, empowering business owners and their teams to navigate the digital landscape independently.
The timing for such an initiative aligns with national trends indicating significant skills gaps in digital marketing roles across the United States. According to labor market studies, digital marketing ranks among the most difficult roles to fill, with businesses frequently reporting that the lack of qualified personnel limits their ability to grow. By providing structured learning opportunities alongside consulting services, Walendowsky Digital Agency hopes to contribute to solving not only individual business challenges but also broader workforce development issues.
At a national scale, the company’s impact could extend beyond its client base. By improving the digital readiness of small and mid-sized retailers, particularly within the sports and lifestyle sectors, Walendowsky Digital Agency will help foster a more competitive and resilient e-commerce ecosystem. This is especially relevant as online sales now account for a growing share of overall retail, including more than 30% of sporting goods sales nationwide.
Walendowsky envisions his agency as a catalyst for sustainable growth, both for clients and the wider industry. His focus on integrating consulting with education reflects a larger belief that the future of retail depends not only on great products but also on businesses being able to manage their digital presence confidently and competently. As the agency begins operations, it will stand as a testament to the power of combining technical expertise with a commitment to democratizing success in the digital economy.
