It's not "How-TO', it is "Hands-on".  a SCREEN PRINTING SALES & MARKETING EVENT.
The Ultimate Sales & Marketing Event for the Decorated Apparel Industry.
June 5th in Chicago, IL
Join this 1-Day Event led by Industry Experts, Tom Rauen & Marshall Atkinson
Surround Yourself With Success to Operate at Your Highest Level
A Value-Packed Day to Create a Sales and Marketing Blueprint for your business with all the tools and templates needed to do it
Are You Ready to Begin Creating Massive Changes in Your Business?
Shirt Lab Chicago starts in
Space is Limited, click below if you want in...
EVENT LOCATION: Venue Six10 - Chicago, IL
Address: 610 S Michigan Ave, Chicago, IL 60605
Friday, June 4th, 2021
The legendary networking event is back! Join industry experts and attendees for a night of "talking shop" and getting to know each other.

This event is sponsored by InkSoft, so be sure to thank them for their hospitality!
Saturday, June 5th, 2021 - Chicago
This is where the magic happens.
  • The 4 Stages to a Boss Lady Empire: As women, particularly in technical or sales fields dominated by men, we often feel like we're not "allowed" to take the next step in our development until we master every job ourselves. But this severely limits earnings potential and business opportunities. So how do we go from feeling like we're "not good enough" and "who gave me permission, anyway?" to the Lady Boss Life? In this session, we'll talk thru the 4 stages of competence and how we overcome roadblocks that keep us frozen in place, unable to advance to the highest stage. At the end, you'll identify exactly where you are, what's holding you back, and what you must do to be your own boss (whether you are the boss or you report to one!)
  • "Becoming the Boss": Rapid growth can propel business owners into leadership roles before they can comprehend what is happening. Navigating every aspect of your business for the first time means that employee relations take a back seat. How to own the leadership role with humility and certainty, while learning how to do ...everything.
  • Women and Pricing: Have you ever felt reluctant to name the price you deserved? Faced a condescending salesperson who figured you wouldn't know how to negotiate? Had someone request to talk to you because women always cave and make deals? Whether you're setting the price or talking prices with others, attitudes about women and money can often get in the way. This seminar will give you some tips on changing those attitudes and how to handle the situation when someone's mind can't be changed.
  • Bullet Proof Your Business: It is not IF a ‘bump’ will happen, it is WHEN will it happen. It could be catastrophic or it could be a simple missed meeting due to illness. How will you handle it, how will your staff handle it, and how will you continue to meet your deadlines and deliver your goods ON TIME and with consistent QUALITY?
  • Selling in Heels, Now What: Being a woman in sales in a male dominated industry comes with its own unique set of challenges. Learn now to roll through the sales cycle and get the most of out each call and customer, and avoid or address issues that may come up in the sales cycle. 
  • Staying Hungry in Sales, Despite Success: Johanna Gottlieb with Axis Promotions (or “Jo,” as the industry knows her), has built her personal book of business from scratch to nearly $3 million in sales and she never stops looking for her next best client. Axis Promotions is an award-winning promotional products agency with five locations across the country. Axis has been named to Counselor Magazine’s Top 40 Distributors five years in a row, as well as PromoMarketing Magazine’s Top 40 Distributor, and PPB’s Greatest Companies to Work For.
Saturday, June 5th, 2021
For shops that want the best Shirt Lab experience possible, grab a seat at our exclusive Shirt Lab VIP Dinner. Availability is limited to only 12 shops, so this will definitely sell out.
The VIP dinner is your chance to meet and hang out with a select group of Shirt Lab instructors, sponsors, and other VIP shop owners.

At the exclusive Shirt Lab VIP Dinner, you will be able to network with other elite shop owners, our Shirt Lab instructors, and some sponsors as well.

Don’t forget that this is seating is extremely limited to only 12 shop participants, as we want to keep the evening intimate and special.

VIP Dinner ticket holders also receive the Shirt Lab Mastermind Brunch for Sunday for free. Who can argue with a 2 for 1?
Sunday, June 6th, 2021
One of the most popular answers to our survey from past Shirt Lab events was the request for more networking time with other shop owners.
We added some time to the normal Shirt Lab event day, so we thought that a Shirt Lab Mastermind Brunch the following day would be a great idea too.

This is a separate event and will be held at the Shirt Lab main hotel from 9:00 am to 11:00 am on Sunday, June 7th, 2020.

Before you head back home, grab a great breakfast with everyone from Shirt Lab and participate in a curated discussion regarding the top challenges this industry faces today. It’s sure to be a winner!
Shirt Lab Live Chicago starts in
Space is Limited, click below if you want in...
OFFICIAL HOTEL: Residence Inn Fort Worth
Address: 2500 Museum Way Fort Worth, Texas 76107
Phone: 817-885-8250
Michelle Moxley
Michelle Moxley
Michelle Moxley is a career Research, Development and Innovation expert with a demonstrated history of working in the apparel and fashion industry. Skilled in screen printing, special effects printing, Separation, Graphics, Pre-press, Digital Printing, and Textiles. 

Twenty-four years of print industry experience with BFA focused on Media arts, 2D and 3D Animation. Creative artist and printer, always on the cutting edge in the garment decoration world of technology, ink, printing, equipment, and art with previous employment at Gildan, Virus, and some top production companies. She is currently Director of Innovation at M&R Equipment, in Roselle, IL.
Lori Feldman
The Database Diva
Lori Feldman
Lori Feldman has helped thousands of business leaders and sales professionals make more money with their customer database. Her client portfolio includes work with AT&T, International Coach Academy, Blue Cross/Blue Shield, Yellow Freight, Reuters, St. Louis Cardinals, and Wells Fargo, as well as SMBs worldwide. The story behind why she named her company “The Database Diva” was featured in a chapter of Jim Kukral’s best-seller, “Attention: This Book Will Make You Money. How To Use Attention-Getting Online Marketing To Increase Your Revenue.”
Lori’s gift is seeing the monetization opportunities within a company’s disorganized and bloated data files. She understands which standardization, clean-up and optimization processes are required, in what order and which ones are only “nice to have.” Her experience in working with multiple CRM and marketing automation technology systems has saved her clients money and prepared them to launch sales-generating marketing campaigns faster.

She is a national speaker on marketing automation, drip marketing, database marketing, and social networking. She is a past-president of the Direct Marketing Association of St. Louis who awarded her its top prize: The “Direct Marketer of the Year” Award. As editor of “The Database Marketing Hotwire,” the company’s e-newsletter, she has been the recipient of the APEX Award for Excellence in Newsletter Writing 3 years in a row. Lori holds a Bachelor of Journalism degree from the University of Missouri-Columbia.

She also created the first Academy for drip marketing with her Drip Marketing Camp. Campers receive hand-holding instruction to boost business with better client follow-up by executing campaigns themselves.
Alison Banholzer
Alison Banholzer
Ali Banholzer is originally from Redmond WA. She earned both a BA and MA in Criminal Justice from Washington State University and began her early career at the Spokane Police Department as a Criminologist. In 1996 Ali met a dashing Air Force pilot, Dave. They married and Ali soon found herself moving around the world to support Dave’s Air Force career. Along the way, they had two beautiful daughters, Kate and Caroline.

Ali began Wear Your Spirit Warehouse in 2004, literally at her kitchen table. She was a mom of two beautiful baby girls and a proud military wife to her husband David. In 2010, the business outgrew the house and moved to commercial space.  

Ali continued to support her young family and hold down the home front while David traveled and did all that being an Air Force Officer entails. Early in 2014, David became the 14th Presidential Pilot of the United States, and Commander of Air Force One, fulfilling a lifelong dream.  

Sadly, this dream was cut short in May of 2014 when David was diagnosed with terminal cancer. At that time, Ali closed down her commercial storefront and moved WYSW back to the house so she could care for David and her girls. With the help of incredible friends and employees, Ali was able to continue to run WYSW while caring for her husband. David passed in November of 2016. Ali took a bit of time to care for her girls, grieve, and plan. In April of 2017, she moved WYSW back out into a small commercial location in Huntingtown.  

With the amazing support of friends, employees and the local community, Ali was able to grow WYSW into the INTERNATIONAL company it is today, in their new larger location in Huntingtown.  

“We believe everyone has the capacity to soar and we should have fun every day. Our story has taught us that life is short and should be celebrated. We want to help your SPIRIT take FLIGHT”!

Kristine Schreve
Kristine Schreve
For the past 14 years, Kristine has been Director of Marketing for EnMart and Ensign
Emblem. Kristine also writes articles for Printwear Magazine and Engraver’s Journal.

She has been featured in the Women in the Industry articles from Printwear Magazine,
is an ASBPE gold medal award winner for the Ask an Expert column and Decquorum
blog (written for Stitches Magazine, which became Wearables), and a frequent guest on
the 2 Regular Guys podcast, where she moderates a series on Women in the Decoration Industry. Kristine is also the founder of the Facebook group Women in Garment Decoration.

Milissa Clark
US Blanks
Milissa Clark
Mom to Parker and Sales Director for US Blanks and President of High Voltage Marketing with a focus on premium fashion and experiences Before coming on board with US Blanks and High Voltage, she started Liberty Holdings as the National Accounts Manager and then as Senior Account Manager at Next Level Apparel. When Milissa isn’t playing baseball with Parker she can typically be seen traveling the world with her boyfriend, Tim.

Erin Moore
Barrel Maker Printing
Erin Moore
Erin Moore is the quick-moving shop rat behind Barrel Maker Printing, an apparel decorator outside of Chicago, IL. Together with her husband Justin, they founded Barrel Maker in the living room of their apartment in 2009. Today, their business operates out of a 13,000 square foot facility and services both contract and retail customers nationwide; specializing in eco-friendly, retail-ready printing. Erin was instrumental in developing their live printing division (, a unique business model that utilizes print shops across the country to expand their reach. Live printing did over 300 events nationwide in 2019. 

She has also taught an in-depth screen printing course since 2012, helping numerous printers start businesses and expand their knowledge of the craft. In 2017, Erin and Justin joined forces with a handful of other printers and Ryan Moor (Ryonet) to found Allmade Apparel, a line of t-shirts that focuses on ethical manufacturing and eco-friendly materials. This collaboration impacted her life and challenged her to keep Barrel Maker on a sustainable course while they continue to grow. 

Johanna Gottlieb
Johanna Gottlieb
Johanna has been at Axis for over 14 years, starting as an associate account manager and rising to her current role as a VP of Sales, Midwest. Through many years of account management, she understands the importance of every step in the campaign, from idea generation to order fulfillment. 

Johanna plays a role in new business development at Axis as well as account management and heads up the Axis Chicago office.
Marshall Atkinson
Atkinson Consulting
Marshall Atkinson
Mesa, AZ-based Marshall Atkinson is one of the leading production and efficiency experts for the decorated apparel industry. He is the owner of Atkinson Consulting, LLC.
As a coach, Atkinson focuses on operational efficiency, continuous improvement, workflow strategy, business planning, marketing, employee motivation, management, and sustainability.
He is a frequent trade show speaker, article & blog author, and is the host for the YouTube show for Jerzees “Adventures in Apparel Decorating”.

Atkinson has released four eBooks for the industry: “Top 10 Workflow Tips”, “Shop Basic Info Pack”, “Price for Profit”, and “T-shirt Texture Tricks”.

For 2020, he has developed the first in a series of online learning courses. “6 Steps to Kill Your Production Downtime” is focused on eliminating costly production downtime with several easy to implement lessons.
The eBooks, online courses, as well as his shop coaching plans and several hundred industry blog articles, can be found on his website at 

Marshall also co-founded a decorated apparel industry sales and marketing education company called Shirt Lab, with industry entrepreneur Tom Rauen.

Tom Rauen
Screen Print Marketing
Tom Rauen
Guinness World Record holder for "Wearing the Most Tshirts at Once" with 247 Tshirts.

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