Fryer joins the organization following his tenure as President of Unrivaled Teamwear, where he managed a portfolio including Champion Teamwear and Knights Apparel. His background centers on scaling operations within the activewear and teamwear channels, a skillset Sentinel Capital Partners—the private equity firm backing L2 Brands—expects to leverage as the company integrates its commercial and manufacturing divisions.

His arrival marks the end of a transition period led by co-founders Paige Wingert and Evan Toporek, who served as interim co-CEOs. The pair will now return to their seats on the company's Board of Directors. L2 Brands currently manages a diverse portfolio that includes League, Legacy, Ouray, Locale, and the recently acquired Wild Tribute brand. Fryer’s mandate focuses on maintaining the company’s emphasis on premium customization and supply chain responsiveness while scaling these existing assets into new territory.