In an era of rapid technological advancement and global interconnectedness, the role of visionary leaders in shaping the future of business is paramount. These individuals, with their innovative ideas and strategic acumen, are driving industries forward and inspiring generations.
Jamie Calon (Founder of Regulator and 54blue) places a strong emphasis on identifying individuals who are not only passionate but also aligned with the company’s values. He believes that understanding the person behind the role is essential; it’s about sharing knowledge and supporting growth in areas beyond technical skills, such as leadership, creativity, and personal life balance.
Innovation on Wheels
Jamie’s journey toward founding 54blue and Regulator has been profoundly shaped by his diverse experiences. It all began with his cycling career, where innovation and problem-solving were paramount. His involvement in the invention of the VPP (Virtual Pivot Point) mountain bike suspension system—adopted by one of the industry’s biggest players, Santa Cruz Bicycles—instilled valuable lessons about precision, efficiency, and the power of perseverance, qualities that became integral to his business philosophy.
Determined to create more than just a company, Jamie and his partners Marc Walton and Greg Stewart sought to tackle the core challenges brands face in trade marketing. They recognized the inefficiencies that hindered brands from getting their sales tools to market on time and within budget, and they set out to develop transformative solutions to help them overcome these barriers.
On a personal level, Jamie’s commitment to continuous self-development has played a crucial role in his journey. Through his podcast, Marketeers Clubhouse where he engages with industry experts to discuss business strategy, leadership, and personal growth, he has evolved both professionally and personally. These insightful conversations keep him grounded and propel him forward in his mission.
Fostering a Culture of Ownership
Jamie Calon’s leadership philosophy centres on empowerment and accountability. He believes in granting his team the autonomy to make decisions while holding them responsible for the outcomes. This approach fosters a culture of trust and ownership, which is essential for an environment where innovation can flourish.
For Jamie and his partners, empowerment is not just a theoretical concept; it is a practised principle. He recognized early on that allowing his team to take ownership of their projects resulted in better outcomes and a stronger connection to the company’s vision. To reinforce this philosophy throughout the organisation, Jamie promotes open communication, encourages learning from failures, and leads by example. While he remains hands-on when necessary, he prefers to enable others to lead in their respective areas of expertise. His team’s commitment to hiring individuals who excel beyond his own abilities further enhances the strength of the organization.
Vision for Sustainable Growth
Jamie understands that innovation and risk are inherent in the industry, but he emphasises the importance of making calculated decisions. He achieves this balance by establishing a clear vision and ensuring that the risks taken align with long-term goals. While innovation is crucial for growth, it must be accompanied by a strategic plan that prioritises stability and profitability.
For instance, when launching the Regulator platform, Jamie and his partners identified that they would be creating a new product category and embraced that calculated risk. By aligning this initiative with long-term objectives and focusing on customer satisfaction, the team was able to foster stability while driving innovation. Jamie ensures that his team maintains a forward-looking perspective, continually iterating on products and services to meet changing market demands, while also staying grounded in the present by making data-driven decisions that mitigate risks and support their customers.
To foster this supportive culture, Jamie ensures that assistance is both formal and informal, tailored to meet individual needs. He has witnessed firsthand how nurturing team members helps them thrive in their roles, transforming them into leaders who can shape the company’s future.
Transforming Trade Marketing
54blue is a trade marketing agency that focuses on delivering innovative sales tools to help some of the world’s most progressive brands maximise their marketing operations. 54blue specialises in solutions tailored to each client’s unique needs. Their offerings range from managing in-store promotions and merchandising to enhancing overall brand representation, whether it’s through simple display creation or the design of global headquarters for major sporting goods brands. In contrast, Regulator is a software platform that provides top-tier operational trade marketing solutions for consumer brands, allowing them to manage their marketing processes with increased efficiency, and transparency, to achieve a high level of marketplace hygiene. Designed to empower brands and deliver measurable results in highly competitive markets,Regulator streamlines marketing operations, providing solutions that encompass budgeting, planning, execution, and analytics, all aimed at driving success for its clients.
From Challenges to Growth
Like many startups, both of Jamie’s companies faced the challenge of establishing credibility in a crowded marketplace. For 54blue, the key obstacle was demonstrating to major brands that they could meet trade marketing needs with the same expertise as larger agencies. Regulator, meanwhile, tackled the unique challenge of developing a first-to-market software platform that not only addressed current industry problems but also anticipated future needs.
Securing a major client was a pivotal moment for 54blue, showcasing the company’s full capabilities. In contrast, Regulator’s launch of the Agency Reseller Program—designed to empower large organizations to promote their platform at scale—has driven significant growth and expanded their market presence.
Building Partnerships
Since their inception, both of Jamie’s companies have experienced consistent growth year over year. Regulator, in particular, has witnessed a remarkable adoption rate increase of over 200% in the past two years, attracting a growing number of enterprise clients to the platform. Meanwhile, 54blue has expanded its client base by 40% annually, continually drawing in top-tier brands.
This success can be attributed to a combination of innovation, customer focus, and a relentless pursuit of excellence. Jamie believes in not just delivering services but in forming partnerships with clients to help them tackle their most significant marketing challenges. Their commitment to continuous improvement and staying ahead of industry trends ensures that both companies remain leaders in their respective fields.
Meeting Client Needs
Regulator has fundamentally transformed how consumer brands approach trade marketing by consolidating all functions under one roof. Traditionally, brands relied on multiple systems and manual processes; however, Jamie and his partners platform allows them to manage everything from a centralised system, streamlining operations and making the process faster, more efficient, and data-driven. This significant shift has resulted in substantial time and resource savings for clients while enhancing overall effectiveness.
To maintain their edge, the team emphasises continuous innovation by regularly iterating on services based on customer feedback and market research. This proactive approach ensures that Regulator remains competitive and responsive to the evolving needs of its clients. Their strategies include investing in research and development, staying ahead of technological advancements, and nurturing close relationships with clients to fully understand their requirements.
New Products, Divisions and Recognition
Over the past 12 months, the Regulator team has focused intensively on AI-driven marketing enablement. With new features set to launch in 2025, these tools will empower sales and marketing teams to manage significantly more opportunities, creating a much deeper market presence than ever before.
Behind the scenes, Jamie has quietly overseen the launch of new divisions that have significantly expanded the company’s reach. One notable example is The Modern Cellar, a home furnishings venture that has received positive feedback and won a silver award in the architectural product category at the Feeel Design World Prize.
Additionally, Jamie has spearheaded the development of an innovative signage solution for big-box warehouse retail through Power Ring. This initiative has been awarded patents and is set to launch in the market in the coming months. These expansions highlight Jamie’s commitment to innovation and growth within the organization.
