We Launch

About Us

Our History

Twin brothers Dan and Dave Pankratz (Co-Owners of One Way Boardshop in California for 17yrs) formed Exchange Collective, with the vision of giving customers a virtual endless aisle while shopping in stores. While EXC serves retailers and brands of any size, the founding passion behind our mission started with caring about smaller, local retailers. Emergence of the realtime economy and disruption of retail models by big box giants of ecommerce makes us work even harder to ensure survivability of local businesses to compete and thrive.


To see retail businesses grow and succeed by empowering them with the best digital supply chain and commerce solutions to serve customers wherever they shop.

Impact on Local

The original vision, “to give small-to-medium size, independent retail stores a chance to play with the big boys, to thrive and grow in online marketplaces,” still drives every effort at EXC. We believe people behind those businesses, as well as their customers, are the driving forces that help our local communities to flourish. Exchange Collective is dedicated to their success!

Designed by
retailers, for

We are not computer science graduates just trying to fill a need. As experienced retailers and store owners, we know the struggles of losing sales and customers to big box ecommerce. After looking for a solution to keep customers shopping from authentic, passionate, and educated retailers, we ended up building a powerful team to create Exchange Collective. We’re confident that EXC gives retail operators the revolutionary tools they need to transform into a modern retailer and become an expanded, full line marketplace for several brands.


Dave Pankratz – CEO


As CEO of Exchange Collective, Dave oversees the implementation of the company vision: giving retailers tools to compete within a challenging and quick-changing marketplace. Dave is committed to new product development, building corporate relationships and extending world-class customer service. Dave managed One Way Boardshop from the turn of the millennium to 2015, growing it from 300K with 2 employees in sales and a single storefront to 5M in sales with over 60 employees and four locations dotting California’s central coast.

Dan Pankratz – CMO


Dan is a true believer in the power of passion. Wherever he goes, passion leads the way. He’s the engine behind Exchange Collective’s industry-shifting product strategy; creating an intuitive user experience suited to the way people shop today. Dan led the way from the inception of One Way Boardshop through its growth in 2008 and navigated One Way through the recession that followed. Previously Dan served as an advisor to local and online retailers and presently works closely with his local community.

John Normoyle – Lead Developer

The first employee of Exchange Collective, John is responsible for developing the code that got EXC to where it is today. After graduating Cal Poly San Luis Obispo John worked in a few development roles. Most recently at AgCode an Agriculture software company.

Janice Odell – CFO

Janice brings over 25 years of financial and operational management experience, primarily in the software industry. In her previous CFO roles, she has assisted companies raise equity over $100 million from Venture Capital to angel investors. A Cal Poly Alumni (BA, MBA), Janice is responsible for the back office: finance, accounting, HR and legal.