The views and opinions expressed in the interviews published on Made in CA are those of the interviewees and do not reflect the official policy or position of Made in CA.

The information provided through these interviews is for informational purposes only and does not constitute an endorsement or recommendation of any products, services, or individuals featured. We strongly encourage readers to consult with appropriate professionals or authorities in the relevant fields for accurate information and advice.

Jamie Calon

Regulator is a comprehensive software platform built specifically to service trade marketing teams.

Most large consumer brands still manage the logistically complex task of delivering sales tools to the marketplace with cobbled-together systems, spreadsheets, and a plethora of stand-alone single-solution platforms. This is completely unsustainable, and failures crop up at every corner.

As an all-in-one solution, Regulator adapts your workflow into smooth, structured pipelines with logical processes to manage the launch and distribution of sales tools in the market. Supercharge ordering, production and management of custom art, fixtures and displays, POP, promotional goods, and more to outpace your competitors and increase your team’s speed and accuracy. Collect and categorize all data to visualize your brand in the market and understand how every dollar is spent.

Tell us about yourself?

Jamie Calon is a trade marketing consultant and owner of @54blue with more than 20 years of experience working with diverse clients like Oakley, The North Face, Chemical Guys, Monster Energy, and Fisher Paykel. In 2016, he and his partner, Greg Stewart, developed Regulator, a comprehensive software solution for trade marketing professionals for a wide range of industries. As an athlete, Jamie was a multi-discipline cyclist. National champion on the track, provincial champion on the road and raced pro for GT on the mountain bike. Post-racing, he co-invented the Virtual Pivot Point suspension system, which revolutionized the mountain biking industry forever and has been the foundational technology that made Santa Cruz bikes the gold standard for 25 years. Jamie lives in the foothills of the Rocky Mountains on a small horse ranch with his very accomplished wife, Harper-Lee, where he has the freedom to dig in the dirt, ride motocross, and generally be a country boy.

If you could go back in time a year or two, what piece of advice would you give yourself?

I would tell myself to build my sales structure sooner and faster.

What problem does your business solve?

Regulator solves the logistical nightmare of trade marketing, eliminates bottlenecks, improves and clarifies communication, speeds up operations, reduces waste, limits budget overspending, and allows teams to operate with laser precision.

What is the inspiration behind your business?

Because of weak operational tools, too many marketing decisions are based on gut feel rather than empirical data. We know there is a brighter future – a future where data, processes, and communications are transparent and scalable.

What is your magic sauce?

Marketing professionals are now looking beyond standard tools like email and Excel. Single-solution operational companies like Slack and Dropbox are the precursors to software solutions with a broader scope. Regulator succeeds where single solutions fail to do the whole job.

What is the plan for the next 5 years? What do you want to achieve?

We want to help brands reduce the waste associated with inaccurate trade marketing in brick-and-mortar market spaces.

What is the biggest challenge you’ve faced so far?

Our biggest challenge is waiting for the industry to catch up to our ideas.

How can people get involved?

Visit our website at to learn more or book a demo, and don’t forget to follow us on social media for updates!