Baker's Sporting Goods

What Baker's Sporting Goods does

Baker's Sporting Goods is a privately held, founder-owned team sports dealer and custom apparel manufacturer based in Jacksonville, Florida. Founded in 1997 by Josh Baker at age 18, the company has grown into one of the largest team sports dealers in the Southeast US, operating from a 26,000 square foot production facility with 101-250 employees, including 21+ dedicated field sales representatives covering Florida, Georgia, South Carolina, Alabama, Tennessee, and Mississippi. The company's core offering is custom sports apparel and equipment — team uniforms, warm-ups, spirit packages, and accessories — produced through in-house decoration capabilities including embroidery, screen printing, heat transfer, and 3D print applique.

The business serves three primary customer segments: school sports teams (high school, youth, and amateur athletic programs), organized sports leagues requiring bulk uniform orders, and corporate clients purchasing branded apparel and workwear. Go-to-market is sales-led, driven by territory-based field representatives who call on schools and leagues in person, supplemented by a retail storefront at the Jacksonville headquarters, an online catalog distribution system linking to 50+ vendor brands (Nike, Under Armour, Adidas, Asics, Mizuno, Wilson, Spalding, among others), and dedicated sub-brands for corporate apparel (BSG Corporate Wear at bsgcorporatewear.com) and team ordering (BSG Teams at bsgteams.com).

Revenue is generated primarily through one-time transactions on custom apparel orders, quote-based pricing for team programs, and catalog-driven retail sales. The company maintains an active community presence, most notably through its annual High School Football Media Day at EverBank Stadium in partnership with Jaguars Prep, which convenes coaches and student-athletes from more than 90 schools in Northeast Florida and Southeast Georgia. No outside investors, funding rounds, or parent company relationships are disclosed, and the business has remained under founder ownership throughout its 27-year operating history.

Name

Baker's Sporting Goods

Legal name

Baker's Sporting Goods

Website

https://bakerssport.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Baker's Sporting Goods is a Jacksonville, Florida-based manufacturer and dealer of custom sports apparel and equipment, serving school sports teams, leagues, and corporate clients across the Southeast US through in-house embroidery, screen printing, and heat transfer capabilities supported by 21+ field sales representatives.

Ownership category

akta.pro rank

Product category

Team sports apparel and equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team & School Athletic Uniforms Retail (CRAMACAJ), Full-Line Sporting Goods Superstores (CRAMABAA)

Keywords

• Custom team apparel
• Sports uniforms
• Apparel embroidery services
• Screen printing apparel
• Corporate uniform programs

Headquarters

HQ city

Jacksonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Infrastructure

Revenue model

1. Custom Sports Apparel Sales: Sale of team uniforms, warm-ups, spirit packages, and sports equipment with customization services including embroidery, screen printing, heat transfer, and 3D print applique.
2. Corporate Apparel: Corporate uniform and apparel programs for business clients with in-house customization.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Baker's Sporting Goods manufactures and sells custom sports apparel and equipment for high school, youth, and amateur sports teams, as well as corporate clients. Core products include team uniforms, warm-ups, spirit packages, and accessories decorated through in-house embroidery, screen printing, heat transfer, and 3D print applique. The company distributes major athletic brands including Nike, Under Armour, OGIO, ASICS, and Port and Company through its sales team and digital catalogs.

Product overview

Baker's Sporting Goods is a traditional sporting goods retailer specializing in team sports. The company operates as a single unified offering centered on custom sports apparel and equipment sales with in-house customization services. The core product is Custom Sports Apparel supported by Team Sales Services and Corporate Sales (BSG Corporate Wear). Key services include Embroidery, Screen Printing, Heat Transfer, and 3D Print Applique for customizing apparel. The company distributes products from major athletic brands including Nike, Under Armour, OGIO, ASICS, and Port and Company through their catalog program, and provides a BSG Teams portal for team management. Founded in 1997, they service Florida, Georgia, South Carolina, and Alabama with a 26,000 square foot production facility in Jacksonville, Florida.

Differentiator

Problem solved

Functional benefit

Brands

• BSG Teams: Team sports platform separate from main Baker's Sports website.
• BSG Corporate Wear

Products and services

• Custom Sports Apparel Custom sports apparel including team uniforms, warm-ups, spirit packages, and accessories for various sports including football, baseball, softball, basketball, soccer, lacrosse, volleyball, and more. Targeted at high school, youth, and amateur sports teams.
• Team Sales Services Dedicated team sports sales consultation with 21 sales representatives servicing Florida, Georgia, South Carolina, and Alabama, offering equipment, apparel, and accessories for team sports. Targeted at athletic programs and leagues.
• BSG Corporate Wear

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Jaguars PrepcoreGTM or Marketing Partner · 1 August 2024Annual High School Football Media Day partnership with Jaguars Prep at EverBank Stadium. The event brings together high school football coaches and student-athletes from more than 90 schools in Northeast Florida and Southeast Georgia, with wide media coverage. Josh Baker expressed pride in continuing the partnership with area schools.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• SquadLocker: SquadLocker is a digital-first custom team apparel and gear platform serving schools, clubs, and youth sports organizations with online ordering and team stores. It is the most direct emerging digital-native competitor to Baker's traditional field-sales team dealer model.
• Custom Ink: CustomInk is an online custom apparel platform serving teams, schools, businesses and groups with decorated apparel. It overlaps with both Baker's team sports and BSG Corporate Wear segments, but competes via a purely digital self-service model rather than field sales.

Broad incumbents

• Under Armour (Team Sports division): Under Armour sells team uniforms, apparel, and footwear to schools, leagues and athletic programs through both dealer and direct channels. Like Nike, it is both a key Baker's brand partner and a structural competitor as it expands direct-to-school distribution.
• BSN Sports (BSN): One of the largest team sports dealers in the United States, BSN Sports sells uniforms, equipment and apparel to schools and leagues nationwide. It is the most direct large-scale incumbent comparable to Baker's regional team sports dealer model.
• Nike (Team / BSN partnership business): Nike operates a global team sports division selling uniforms, apparel and footwear direct to schools, leagues, and athletic programs. As both a supplier to Baker's and an increasingly direct competitor, Nike represents the broad incumbent threat on the apparel side.

Direct peers

• Augusta Sportswear: Augusta Sportswear is a U.S. manufacturer and supplier of team uniforms, athletic apparel, and spirit wear sold through team dealers. As an upstream supplier to many team dealers, it is comparable to the in-house manufacturing and decoration operations that Baker's runs in Jacksonville.
• Game One: Game One (formerly known as the team sports division affiliated with sporting goods retail) is a national team apparel and equipment dealer serving schools, leagues, and youth organizations. It competes head-to-head with Baker's for custom team uniform and equipment contracts in the same customer segments.
• Champro Sports: Champro is a manufacturer and wholesaler of team sports apparel, uniforms, and equipment sold through sporting goods dealers and direct to leagues. It competes in the same supply chain as Baker's and addresses overlapping end-customers in school and youth team sports.
• Alleson Athletic: Alleson Athletic designs and manufactures custom team uniforms and athletic apparel for dealers, schools, and leagues. It is a direct comparable in the custom decorated team uniform category that Baker's occupies.

Regional players

• Sportable Scoreboards / S&S Activewear (team division): TeamFitz / regional team sports dealers offer custom decorated apparel and equipment to school and league customers across the U.S. Several operate with similar field-rep-based GTM motions to Baker's in their respective regions.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/bakerssports
• Facebookfacebook.com/Bakerssport
• LinkedInlinkedin.com/company/bakerssports
• Instagraminstagram.com/bakerssportinggoods

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

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 Baker's Sporting Goods