US Games

What US Games does

US Games is a wholesale distributor and equipment supplier focused on physical education programs in United States K-12 schools and recreation centers. The company maintains a catalog of 3,861+ products across PE equipment, sports gear, health and fitness products, and facility supplies, with 25,000+ items available for direct warehouse shipment and pricing ranging from $4.99 for individual consumables up to $8,999.99 for facility-grade equipment. The business model is catalog and direct-warehouse distribution to school districts and institutional buyers, augmented by curriculum-aligned purchasing channels that embed US Games equipment directly into teacher lesson plans and assessments.

The company operates as a division of Varsity Brands (Hercules Achievement, Inc.), a privately held parent formed through the legacy entity Sport Supply Group, Inc. Its product platform pairs physical equipment with curriculum and assessment partnerships — most notably an exclusive equipment relationship with OPEN (Online Physical Education Network), which reaches over 150,000 registered PE teachers, and co-branded programs with FitnessGram and the American Heart Association's Kids Heart Challenge. The differentiated Color My Class® color-coded equipment system is the primary branded product layer, designed to double as a classroom-management tool that locks the catalog into recurring institutional purchasing cycles.

US Games serves the United States education market, with its headquarters and fulfillment operations located in the Dallas–Fort Worth region (14460 Varsity Brands Way, Farmers Branch, TX). Distribution is direct from a centralized warehouse rather than through dealer networks, and revenue is not publicly disclosed because the company is consolidated within its private parent. Competitive differentiation derives from curriculum partnerships, catalog breadth, fulfillment speed, and branded proprietary product lines rather than from proprietary technology or recurring software subscriptions.

Name

US Games

Legal name

US Games

Website

https://usgames.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

US Games is a wholesale distributor of physical education equipment serving K-12 schools and recreation centers across the United States, operating under Varsity Brands with a 3,861+ product catalog and exclusive curriculum alignment to the OPEN network.

Ownership category

akta.pro rank

Product category

Physical Education Equipment

NAICS

Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

akta.pro secondary industries

Team Sports Equipment & Uniforms Retail (CRAMABAE), Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL), Team Sports Equipment & Apparel Distribution (CRAOAJAA), Sporting Goods, Outdoor & Fitness Marketplaces (CRAFABAI)

Keywords

• Physical education equipment
• School sports supplies
• PE curriculum programs
• Athletic facility equipment
• Youth recreation equipment

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical Education Equipment Sales: Direct sales of physical education equipment, sports gear, and fitness products to K-12 schools, recreation centers, and youth sports programs. Products include balls, cones, hoops, jump ropes, goals, nets, storage solutions, and facility equipment.
2. OPEN Program Products: Exclusive access to OPEN Power discount for OPEN (Online Physical Education Network) curriculum members. Teachers can access discounted pricing on quality equipment tied to the OPEN curriculum program.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

US Games manufactures, markets, and distributes physical education equipment, sports gear, health and fitness products, and athletic facility supplies to K-12 schools, school districts, and recreation centers across the United States. The catalog spans balls, hoops, jump ropes, cones, pinnies, sport-specific equipment (soccer, volleyball, basketball, flag football, etc.), fitness assessment tools, and facility equipment from brands including MacGregor, Voit, Spalding, BSN SPORTS, and Tachikara. The offering is anchored by the proprietary Color My Class® color-coded equipment system and the OPEN (Online Physical Education Network) curriculum-aligned product shop organized by grade level (K-2, 3-5, 6-8, 9-12).

Product overview

US Games is a wholesale distributor of physical education equipment, sports gear, and health/fitness products serving schools, recreation centers, and athletic programs across the United States. The company operates as part of Varsity Brands and offers a comprehensive portfolio organized around three core pillars: Physical Education Equipment (including the proprietary Color My Class color-coded system), Health & Fitness Programs (with partnerships like American Heart Association's Kids Heart Challenge and FitnessGram), and an OPEN Shop curriculum-based selection aligned to grade levels K-12. The product range spans balls, cones, hoops, jump ropes, pinnies, sports-specific equipment, and facilities gear from third-party brands like MacGregor, Voit, Spalding, BSN SPORTS, and Tachikara. Key differentiators include the Color My Class color management system enabling group differentiation, the free OPEN (Online Physical Education Network) curriculum platform with over 150,000 registered teachers, and bulk purchasing options for educational institutions. The company maintains over 25,000 items in stock across warehouses for quick shipping to campuses.

Differentiator

Problem solved

Functional benefit

Brands

• Color My Class: A color management system for physical education featuring six colors (blue, green, orange, purple, red, yellow) to help manage groups and differentiate equipment in schools.
• OPEN (Online Physical Education Network)

Products and services

• Spalding One-Court Beach Volleyball System A complete outdoor beach volleyball system with powder-coated steel uprights, recreational net package, upright pads, sand or concrete anchoring system, and court line kit; features adjustable height for juniors through adult play and is sold as a single integrated unit for school athletic facilities.
• Design Print Logo Mat Custom logo mat using Jet Print Technology that injects dyes permanently into 3/8-inch thick 100% heat-set nylon pile with vinyl backing, available in custom sizes up to 60 feet long for high-traffic school entrances and court sidelines.
• Voit Playground Balls - Color My Class (Set of 6) Two-ply rubber playground balls in 6-inch size, sold as a set of six in the Color My Class colors (blue, green, orange, purple, red, yellow); designed for low-impact activities at rec centers, gym classes, and playgrounds including four square and dodgeball.
• Multicolor Soccer Balls - Size 5 - Color My Class (Set of 6) MacGregor 2-tone rubber-covered, nylon-wound soccer balls with butyl bladders, sold as a set of six with one ball in each Color My Class color (blue, green, orange, purple, red, yellow) for group differentiation in PE classes and recess.
• US Games Swing-N-Hop - Color My Class (Set of 6) A six-piece set of cardio and coordination fitness tools, with one unit in each Color My Class color, designed to develop cardiovascular fitness, jumping ability, coordination, and agility in physical education settings.
• Kanga-Rope Jump Ropes Heart Beat branded jump ropes with heavy-duty plastic segments over solid braid cord and spin-free handles, available in multiple sizes and two-color combinations for gym class and recess activities.
• US Games Spin Jumpers (6-Pack) One-handed jump ropes where users move a baton in a circular motion to spin the attached rope and ball on the ground, then jump over it; sold as a six-pack and provides an aerobic workout for one or two jumpers per unit.
• Segmented Skip Ropes US Games branded jump ropes with durable plastic segments over solid nylon cord, available in sizes from 6 to 16 feet for different age groups and skill levels, intended to promote mass participation and aerobic fitness.
• Game Cones - Color My Class (Set of 6) Flexible PVC cones with weighted bases for increased stability, available in 12-inch and 18-inch heights to designate boundaries, lanes, and teams; sets include one of each Color My Class color.
• MacGregor Professional Baseball Bases (without anchors) Professional-grade baseball bases without anchors from MacGregor, intended for school baseball and softball programs and sold as a complete set for diamond installation.

Quantifiable outcome

• 150,000+ teachers reached through OPEN program
• +2 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• American Heart Association (AHA)coreGTM or Marketing PartnerUS Games partners with American Heart Association to support Kids Heart Challenge and American Heart Challenge programs. Students can redeem certificates towards equipment, facility branding, and training. The partnership promotes heart health and physical activity among youth.
• OPEN (Online Physical Education Network)coreGTM or Marketing PartnerUS Games is exclusive equipment partner for OPEN curriculum program. More than 150,000 teachers registered. OPEN provides free curriculum and professional development; US Games offers exclusive OPEN Power discount on equipment. Activities built for K-12, early childhood, after-school and active classrooms.
• Believe In You (Varsity Brands)minorStrategic or Co-development PartnerCo-promotion of Believe In You program, a Varsity Brands initiative that elevates, empowers and energizes school communities. US Games participates in promoting the program to PE teachers and school administrators.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Flaghouse: Flaghouse is a specialty distributor of physical education, adaptive PE, and recreation equipment serving schools and therapeutic programs. It competes for similar institutional buyers, particularly in adaptive/inclusive PE — a niche where US Games is less specialized.
• BSN SPORTS: BSN SPORTS is the largest direct competitor to US Games and is actually a sibling brand inside Varsity Brands. It serves the same K-12 schools and athletic programs with team sports equipment, uniforms, and PE gear, and the US Games Terms of Service are explicitly governed by BSN SPORTS terms, indicating close operational integration.
• School Specialty: School Specialty is a major K-12 education supplier offering PE equipment alongside broader classroom and instructional supplies. It competes for the same institutional procurement contracts via dedicated school-district sales teams and contract pricing, making it one of the most direct competitive threats in PE equipment.
• S&S Worldwide: S&S Worldwide sells physical education, sports, and recreation equipment to schools, camps, and youth programs through both catalog and online channels. It targets the same K-12 and recreation-center buyer as US Games and offers comparable team sports and PE product breadth.
• School Outfitters: School Outfitters is a school-focused retailer of physical education equipment, furniture, and supplies operating primarily online with institutional pricing. It targets the same K-12 procurement buyer as US Games and offers comparable bulk-order and contract pricing structures.
• Gopher Sport: Gopher Sport is a long-standing direct competitor that also specializes in physical education equipment for K-12 schools, with a parallel proprietary color-coded product system and curriculum-aligned catalogs. It competes head-to-head for the same school district procurement budgets and offers comparable curriculum partnership programs.

Emerging players

• Anthem Sports / BCI Burke: Anthem Sports and BCI Burke supply sports equipment, goals, and playground/recreation products to schools and recreation markets. They are partial-overlap competitors with focused lines in goals, nets, and field equipment that intersect with US Games' Team Sports Equipment category.
• PlayCore / GameTime: PlayCore (including GameTime) is a major playground and outdoor recreation equipment manufacturer serving schools, parks, and recreation centers. It overlaps with US Games in the broader recreation/PE equipment category, particularly for outdoor play and activity equipment at the facility level.

Broad incumbents

• Dick's Sporting Goods (Team Sports HQ / School Specialty partnership): Dick's Sporting Goods operates a Team Sports HQ division and has been expanding into institutional sales, serving schools and youth leagues with team equipment. As a broad sporting goods incumbent, it competes with US Games on both product and pricing for school athletic programs.
• Amazon Business: Amazon Business is a broad incumbent serving school procurement offices with athletic equipment, balls, and PE supplies at highly competitive pricing and fast Prime delivery. It does not specialize in curriculum-aligned PE but increasingly captures low-friction, spot-purchase PE equipment orders from schools.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/USGames
• LinkedInlinkedin.com/company/us-game

Revenue estimate

Valuation estimate

Number of profiles

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 US Games