Academy Sports Outdoors

Name

Academy Sports Outdoors

Legal name

Academy, Ltd.

Website

https://academy.com

Company type

Public

Founded year

1938

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Adventure Multi-Category Retail (CRAMABAB)

akta.pro secondary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Sporting goods retail
• Outdoor recreation
• Hunting and fishing
• Athletic apparel
• Fitness equipment

Headquarters

HQ city

Katy

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Merchandise Sales: Core revenue from selling sporting goods, outdoor recreation gear, apparel, footwear, firearms, ammunition, and related products through physical retail stores and e-commerce. Revenue is generated through markup on wholesale procurement, with in-store and online point-of-sale transactions. The company reported $1.72 billion in Q4 2025 revenue and $6.1 billion in full-year revenue.
2. myAcademy Rewards Credit Card Program: Academy generates revenue through its co-branded credit card program with Bread Financial, including interchange fees on card transactions, with cardholders earning 5% back on Academy purchases and 2% back on external Mastercard purchases. The program drives customer loyalty and incremental spending within the retail ecosystem.
3. Delivery and Fulfillment Services: Revenue generated through same-day delivery powered by DoorDash and on-demand delivery partnerships with Uber Eats, providing last-mile delivery from Academy stores to consumers. The Uber Eats partnership expands Academy's reach without requiring separate delivery infrastructure investment.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Academy Sports + Outdoors operates more than 300 large-format physical stores across 21 U.S. states and the Academy.com e-commerce platform, selling sporting goods, outdoor recreation gear, apparel, footwear, firearms, ammunition, and related lifestyle products. The retailer combines value pricing, a broad assortment of hunting, fishing, camping, fitness, and sports equipment, and an omnichannel fulfillment model including BOPIS, curbside pickup, same-day delivery, and a co-branded credit card loyalty program.

Product overview

Academy Sports + Outdoors is a sporting goods and outdoor recreation retailer operating a unified commerce platform combining physical stores (300+ locations across 21 U.S. states) with e-commerce operations. The core offering includes the Academy.com website and mobile app, supported by multiple fulfillment services (1-hour in-store pickup, same-day DoorDash delivery, free shipping). The product portfolio extends across outdoor gear, apparel, footwear, firearms and ammunition, sports equipment, fitness equipment, and home recreation categories, complemented by private label brands (Magellan Outdoors, BCG, Academy Collection) and exclusive partnerships (Hyrox, Jordan Brand, Nike). Digital capabilities include the Scout AI shopping assistant, Revionics AI-powered pricing optimization, and integrations with Google Gemini and OpenAI ChatGPT for omnichannel personalization. Loyalty infrastructure centers on the myAcademy Rewards program (13M+ members) and co-branded myAcademy Rewards Credit Card powered by Bread Financial/Comenity Bank.

Differentiator

Problem solved

Functional benefit

Brands

• Magellan Outdoors: Private label outdoor apparel and gear brand
• myAcademy Rewards
• Academy Collection

Products and services

• Academy.com E-commerce Platform and Mobile App The company's flagship e-commerce website and mobile app offering online shopping across all product categories (sports, outdoors, apparel, footwear, firearms, home and recreation), with multiple fulfillment options including buy-online-pickup-in-store, same-day delivery, and free shipping.
• myAcademy Rewards Loyalty Program Free tiered loyalty program that rewards members with discounts, birthday gifts, free shipping, and progress tracking across stores, the website, and the mobile app. Enrolled over 13 million members with redesigned digital sign-up, tracking, and redemption experience.
• myAcademy Rewards Credit Card Co-branded Mastercard credit card developed with Bread Financial and issued by Comenity Capital Bank, offering 5% back on Academy purchases, 2% back on outside Mastercard purchases (gas, groceries, dining), free shipping with no minimum spend, a $50 reward after $500 spend outside Academy within 90 days, and a $0 annual fee.
• Same-Day Delivery Service On-demand delivery service powered by DoorDash that ships eligible Academy orders to nearby customers on the same day from nearby store locations.
• 1-Hour In-Store Pickup and Curbside Pickup Buy-online-pickup-in-store (BOPIS) and curbside pickup service that lets customers place orders online and collect their purchases within one hour at a nearby Academy store.

Quantifiable outcome

• 13 million loyalty program members enrolled within 18 months
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability8 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Uber EatscoreChannel Partner/ Reseller/ Distributor · 24 June 2026Academy Sports + Outdoors joined the Uber Eats marketplace as one of five new retail partners (alongside Kiehl's, FedEx Office, Blick Art Materials, and Choice Pet), enabling on-demand delivery from Academy store locations. The partnership covers the U.S. South, Southeast, and Midwest regions and allows consumers to shop via Uber Eats, Uber, and Postmates apps. Uber One members receive $0 delivery fee on eligible retail orders from Academy.
• Boys & Girls Clubs of AmericacoreStrategic or Co-development Partner · 23 June 2026Academy Sports + Outdoors extended its national partnership with Boys & Girls Clubs of America, a collaboration that began in 2025 focused on increasing youth access to sports and outdoor recreation. Since the partnership started, the organizations have hosted more than 20 events across multiple U.S. markets and contributed nearly $250,000 in gift cards, equipment, and experiences to support local Clubs. The renewal kicked off with a Boots & Boots event in Houston hosting 35 children.
• Youth Inc.minorGTM or Marketing Partner · 2 June 2026Youth Inc., a digital media network and e-commerce marketplace founded by former NFL player Greg Olsen, launched 'Crashin' Practice' series featuring Savannah Bananas star Coach RAC and social media personality Coach Ballgame, presented by Players Health. Academy Sports + Outdoors is one of the brand partners providing premium gear for youth baseball teams across all 50 states as part of the series.
• GooglecoreTechnology or Integration · 11 May 2026Academy Sports + Outdoors is partnering with Google on four initiatives: Universal Commerce Protocol, Conversational Attributes Pilot, Direct Offers Pilot, and Business Agent to modernize its generative engine optimization approach and improve searchability, conversion, and customer experience through Google Gemini integration.
• Revionics (Aptos)coreTechnology or Integration · 30 April 2026Academy Sports + Outdoors extended its partnership with Revionics LLC (an Aptos Company) for AI-powered Base Price and Markdown Optimization solutions. The partnership began when Academy had approximately 70 stores and has since spanned more than a decade as the retailer grew to over 300 stores. The technology enables demand forecasting, price sensitivity analysis, and efficient scaling of pricing operations.
• Pit BossminorGTM or Marketing Partner · 28 April 2026Pit Boss and Academy Sports + Outdoors partnered for a co-branded NASCAR experience at Texas Motor Speedway, featuring the No. 24 Pit Boss X Academy Sports Toyota Supra driven by Harrison Burton in the NASCAR O'Reilly Auto Parts Series race on May 2. An in-store fan event was held at an Academy store in Fort Worth on May 1 with driver appearances, show car display, live barbecue demonstrations, and food sampling. The partnership aims to connect both brands with consumers through outdoor lifestyle experiences combining racing, grilling, and community engagement.
• STOKE ShoesminorChannel Partner/ Reseller/ Distributor · 19 April 2026STOKE Shoes, a sneaker brand targeting the underserved demographic of American men with wide feet, successfully rolled out to over 450 U.S. stores including Academy Sports + Outdoors and Rack Room Shoes within 90 days of its January 2026 launch. Founder Rick Blackshaw described the nationwide retail presence as providing the 'scale and credibility' needed to establish a new footwear category.
• Bread FinancialcoreChannel Partner/ Reseller/ Distributor · 20 March 2026Academy Sports + Outdoors launched a new tiered myAcademy Rewards Mastercard Credit Card and enhanced loyalty program developed in partnership with Bread Financial. The program offers 5% off everyday purchases at Academy and 2% back in rewards on purchases outside the store (gas, groceries, dining). The credit card is issued by Comenity Capital Bank with Mastercard network support. The revamped program strengthens customer engagement and drives everyday spending to Academy's ecosystem.
• HyroxminorChannel Partner/ Reseller/ Distributor · 17 March 2026Academy Sports + Outdoors became the exclusive brick-and-mortar retailer for Hyrox fitness competition branded equipment in the U.S., launching in over 70 stores in spring 2026, including a Hyrox-licensed shoe through Puma. Hyrox is a global fitness competition format with rapidly growing participation.
• St. Jude Children's Research HospitalminorStrategic or Co-development Partner · 11 March 2026Academy Sports + Outdoors increased its annual donation to St. Jude Children's Research Hospital to over $575,000 through holiday apparel sales featuring patient art, reflecting continued growth in their partnership since 2020. Total contributions over six years have exceeded $3.2 million, supporting St. Jude's mission to find cures and save children.

Scale indicators11 records

Recent moves12 records

Expansion highlights7 records

Direct peers

• REI Co-op: Member-owned outdoor and sporting goods cooperative operating ~180+ retail locations plus a strong e-commerce platform. Comparable to Academy in outdoor recreation, camping, hiking, and active lifestyle categories with a different customer mix (more affluent, membership-driven).
• Bass Pro Shops: Outdoor specialty retailer (acquired Cabela's in 2017) operating destination-format stores with strong hunting, fishing, and outdoor recreation assortment. Directly comparable to Academy's outdoor/outdoor recreation categories and a meaningful overlap in southern U.S. markets.
• Big 5 Sporting Goods: Regional sporting goods retailer operating ~430 stores primarily in the western U.S., focused on value pricing in team sports, outdoor, and fitness categories. Smaller-scale direct peer with overlapping assortment but limited geographic overlap with Academy's southern footprint.
• Dick's Sporting Goods: The largest U.S. sporting goods retailer, operating ~700+ stores nationwide across all 50 states. Direct competitor to Academy in team sports, outdoor, fitness, and footwear categories with a comparable omnichannel + private label playbook. Explicitly referenced in Academy's own competitive context.
• Sportsman's Warehouse: Specialty outdoor retailer operating ~120 stores focused on hunting, fishing, camping, and shooting sports. Overlaps directly with Academy's outdoor recreation and firearms/ammunition categories, though smaller and less diversified into team sports and apparel.
• Hibbett Sports: Sporting goods retailer (~1,100+ stores) concentrated in small/mid-sized communities across the South, Southeast, and Midwest — directly overlapping Academy's core geographies. Comparable in team sports, footwear, and licensed apparel categories; recently acquired by JD Sports.
• Cabela's: Outdoor specialty retailer now owned by and operated as part of Bass Pro Shops, with strong hunting, fishing, and outdoor recreation assortment. Directly comparable in outdoor categories to Academy, particularly across firearms, hunting, fishing, and boating gear.

Broad incumbents

• Target: Mass general-merchandise retailer with growing active lifestyle, fitness, and outdoor assortment plus a strong owned-brand (All in Motion, Goodfellow & Co.) private-label playbook. Competes with Academy in apparel, footwear, and family sporting goods categories.
• Walmart: Mass merchandiser with broad sporting goods, outdoor, hunting, fishing, and fitness assortment across 4,600+ U.S. stores plus a leading e-commerce platform. Competes with Academy primarily on price and convenience in lower-to-mid-tier product tiers, plus online.
• Amazon: Dominant e-commerce platform carrying broad sporting goods, outdoor, fitness, hunting, and fishing assortment from third-party sellers plus Amazon-owned brands. Sets the online price-discovery baseline Academy's price-match guarantee responds to, and is the de facto competitive anchor in digital sporting goods.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/academy
• YouTubeyoutube.com/user/academydotcom
• Facebookfacebook.com/Academy
• Instagraminstagram.com/academy
• Pinterestpinterest.com/academy
• LinkedInlinkedin.com/company/academy-sports-and-outdoor

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Academy Sports Outdoors