Orthopaedic Associates of Wisconsin Indoor Sports Complex

What Orthopaedic Associates of Wisconsin Indoor Sports Complex does

Orthopaedic Associates of Wisconsin Indoor Sports Complex (OAW Indoor), operating under Ethic Indoor LLC, is a privately held 156,000 square foot multi-sport indoor facility located in New Berlin, Wisconsin, founded in 2021 by owner Joe Mallinger. The complex houses youth and adult programming across baseball, softball, basketball, soccer, pickleball, volleyball, golf, fitness, martial arts, and summer camps, with two flagship wholly owned operating subsidiaries: Ethic Softball Academy (a 13-team travel fastpitch program from 8U through 18U) and Ethic Sports Performance (an elite athlete training division led by Director Matt Gifford that has trained 100+ professional athletes from NFL, MLB, NHL, UFC, Euro League and Olympic programs plus 100+ Division I/II/III college athletes). The facility is differentiated by specialized equipment including a Full Swing Golf Simulator used by tour professionals, a Sunlighten mPulse infrared sauna with chromotherapy, and 18 hitting/pitching tunnels, supported by an on-site Orthopaedic Associates of Wisconsin physical therapy clinic and a LiveBarn live-streaming partnership.

Revenue is generated through a diversified mix of subscription memberships ($19.99-$50/month tiers plus SilverSneakers and Renew Active participation), facility rentals for fields, courts, batting cages, and event spaces, youth summer camps ($260/week or $70/day), Ethic Sports Performance training packages ($150 trial to $3,750 100-pack), group fitness classes, personal training, birthday parties ($350-$475), golf simulator sessions ($30/hour), infrared sauna sessions ($30-$45), sports nutrition consulting, and sponsorship packages reaching the facility's 425,000+ projected 2025 visitors. Go-to-market combines direct-to-consumer online booking via SportsKey, UltraCamp, and Baseline Pro portals, community-led programming through local youth sports organizations, and event-driven demand from tournaments, leagues, and corporate events including televised American Cornhole League Championships on ESPN2 and CBS Sports Network.

The facility serves primarily youth athletes and families (ages 5-18) and adult fitness members (18-80+), with secondary segments including corporate event clients, health and wellness seekers, golf enthusiasts, and visiting professional athletes. Owner-operated with a lean eight-person core staff supplemented by contracted coaching and event labor, the company is bootstrapped and privately held with no disclosed venture capital or institutional investment.

Name

Orthopaedic Associates of Wisconsin Indoor Sports Complex

Legal name

Orthopaedic Associates of Wisconsin Indoor Sports Complex

Website

https://oawindoor.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

OAW Indoor Sports Complex is a 156,000 sq ft multi-sport indoor facility in New Berlin, Wisconsin, founded in 2021, hosting youth and adult sports programming including Ethic Softball Academy (13 travel teams) and Ethic Sports Performance training for 100+ professional and 100+ college athletes.

Ownership category

akta.pro rank

Product category

Sports and Recreation Facility Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Training & Practice Facilities (Team Performance Centers) (MPAKAEAI), Recreational & Intramural Sports Programs (MPAKACAG)

Keywords

• Indoor sports facility
• Youth sports training
• Sports performance coaching
• Fitness center memberships
• Facility rentals and events

Headquarters

HQ city

New Berlin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Membership Subscriptions: Recurring monthly membership fees for fitness center access, classes, and facility use. Multiple tiers from Basic ($35/mo) to Premium ($50/mo) including SilverSneakers/Renew Active for eligible seniors at no cost.
2. Youth Programs and Camps: Summer camp fees ($260/week or $70/day), youth sports programs, lessons (baseball, softball, basketball), and academy tuition for Ethic Softball Academy and Ethic Sports Performance.
3. Facility Rentals: Hourly/daily rentals of turf fields, hard courts, batting cages, and party spaces to teams, clubs, and organizations. Corporate event bookings for company outings.
4. Sports Performance Training: Personal training, small group training, and sports performance coaching through Ethic Sports Performance division. Assessment fees and training packages.
5. Birthday Parties and Events: Court parties, turf parties, and inflatable parties with food packages. Pricing from $350-$475 depending on space and package selected.
6. Sauna Sessions: Per-session infrared sauna bookings with chromotherapy. Sessions from $30-$45 depending on duration and program type.
7. Golf Simulator: Hourly golf simulator rentals at $30/hour with membership discounts. Food and beverage available.
8. Sponsorships and Partnerships: Naming rights for fields/courts, corporate event hosting with cafe discounts, social media recognition, and sponsorship packages reaching 425,000+ annual visitors.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

OAW Indoor Sports Complex operates a 156,000 square foot multi-sport indoor facility in New Berlin, Wisconsin offering youth and adult sports programming, fitness memberships, sports performance training, facility rentals, birthday parties, and corporate events. It is the home of Ethic Softball Academy (travel softball teams) and Ethic Sports Performance (athletic training for athletes from youth through professional levels). The complex also houses an on-site Orthopaedic Associates of Wisconsin physical therapy clinic, a Full Swing Golf Simulator, infrared sauna, fitness center, and inflatables play zone.

Product overview

OAW Indoor Sports Complex is a 156,000 square foot multi-sport indoor facility serving as the home of Ethic Softball Academy, Ethic Sports Performance, and Ethic Sports Academy. The facility offers a comprehensive portfolio including softball training and travel teams, athletic performance training for youth through professional athletes, basketball and baseball instruction, fitness center with group classes, martial arts, summer camp, play zone inflatables, and recreational activities including pickleball, golf simulator, and sauna. The venue also provides extensive rental options for fields, courts, and event spaces, plus birthday party packages, corporate events, and field trips. On-site partners include Orthopaedic Associates of Wisconsin Physical Therapy clinic. The complex hosts major tournaments and events and has been featured in local media coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Ethic Softball Academy (ESA): Fastpitch softball academy offering travel team programs, lessons, training classes, and tournaments for youth players ages 8U through 18U.
• Ethic Sports Performance (ESP)

Products and services

• Ethic Softball Academy (ESA) A premier youth and elite travel softball program offering instruction, team competition, tournaments, and skill development for athletes from youth through collegiate levels, organized into 13 teams across age groups.
• Ethic Sports Performance (ESP) Elite athletic training and sports performance program offering youth, high school, collegiate, professional, and adult training including speed, agility, strength, mobility, and conditioning programs with personal training, small group training, and team training packages.
• OAW Indoor Facility Rentals Rental of indoor turf fields, hard courts convertible for basketball, volleyball, and pickleball, batting cages, and event spaces available to teams, organizations, corporate groups, and private event hosts.
• Fitness Center and Group Fitness Fitness center with cardio equipment, free weights, and group fitness classes including Zumba, yoga, SilverSneakers, Barre, and boot camp, available via Basic, Premium, and SilverSneakers/Renew Active memberships.
• Personal Training One-on-one personal training sessions tailored to individual athlete needs across various sports, available in single sessions and multi-session packs.
• Ethic Sports Academy (Baseball, Basketball, Softball Lessons) Basketball and baseball instructional programs featuring private lessons, group classes, camps, and leagues for various skill levels, taught by experienced coaches.
• OAW Indoor Summer Camp Eleven-week summer program offering daily sports, games, and themed activities for children ages 5-13.
• Play Zone (Inflatables) Indoor inflatable play area featuring 7 inflatables including bounce houses, obstacle courses, and carnival games for children and families.
• Birthday Parties Celebration packages offering court, turf, or inflatable party options with food, drinks, and party host services for children and families.
• Golf Simulator (Full Swing) Full Swing Golf Simulator offering indoor golf experiences for practice, instruction, and entertainment, available by hourly rental or monthly membership.
• Sunlighten Sauna with Red Light Therapy Infrared sauna therapy featuring cardio, detoxification, pain relief, relaxation, weight loss, and anti-aging programs with chromotherapy options, available as per-session bookings.
• Corporate Events Company event hosting including team building activities, corporate gatherings, and private bookings at the facility.
• Pickleball (Open Play and Leagues) Pickleball courts and open play sessions, summer pickleball packages, and free play available for members and daily drop-in visitors.
• Sports Nutrition Consulting Sports nutrition and proactive health coaching providing personalized performance health prescriptions including nutrition, movement, sleep, and stress management for athletes and everyday individuals, delivered via Start, Gold, and Platinum packages.
• Mindset Coaching (Championship Mind) Mindset coaching and mental performance development for Ethic Sports Performance athletes and the broader community.
• Orthopaedic Associates of Wisconsin Physical Therapy (On-Site) On-site physical therapy clinic providing orthopedic assessments, sports medicine, and rehabilitation services for athletes and community members, delivered by Orthopaedic Associates of Wisconsin.

Quantifiable outcome

• 425,000+ annual visitors projected for 2025 (up from 375,000 in 2023)
• +3 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Orthopaedic Associates of WisconsincoreStrategic or Co-development PartnerOn-site physical therapy clinic at the OAW Indoor Sports Complex joining their 3 existing locations. Provides sports medicine assessments, physical therapy, and rehabilitation services for athletes and community members. Phone: 262-682-4069. Website: orthowisconsin.com
• Wisconsin VisioncoreStrategic or Co-development PartnerFamily-owned optical company with 40+ years experience, state-of-the-art lens lab in New Berlin. 26 locations across Wisconsin offering eye exams, eyewear, and lens solutions. Featured anchor on-site partner at OAW Indoor Sports Complex.
• Hampton Inn - BrookfieldminorGTM or Marketing PartnerPartner hotel offering discounted rates for OAW customers. Located off I-94 near Shake Shack and shopping, 15 minutes from OAW Sports Complex, Milwaukee Zoo, and Wisconsin State Fair Park. Features indoor pool, fitness center with Peloton Bike, free hot breakfast and WiFi.
• Beer Capital DistributingminorGTM or Marketing PartnerFour generations of quality service representing 250+ beers, 2,000 wine and spirits, 50 sodas, and 3 waters. Local beverage distribution partner.
• Burghardt's Sporting GoodsminorGTM or Marketing PartnerFamily-owned sporting goods store doing business in Milwaukee area since 1800s. Recognized as one of oldest family-owned sporting goods stores in the nation.
• Cousins SubsminorGTM or Marketing PartnerWisconsin-based submarine sandwich chain with 'Believe in Better' philosophy focused on quality food and community support.
• Mozart's GymminorChannel Partner/ Reseller/ DistributorMusic education program at OAW featuring sport-inspired musician training in innovative high-tech studios. Balanced music curriculum for children and adults.
• Waukesha State BankminorGTM or Marketing PartnerOne of largest locally owned independent banks in Wisconsin, known as 'The Bank of Friendly Service'. Banking partner for OAW.
• Mini Melts Ice CreamminorGTM or Marketing PartnerPremium cryogenically frozen ice cream in bold flavors like Cotton Candy, Cookies & Cream, Rainbow Ice. Serves sports complexes, family entertainment venues, and retailers nationwide.
• Matty's BarminorGTM or Marketing PartnerSports bar destination since 1997, transformed into destination spot for sports fans and foodies. Located in New Berlin area.
• Wilson Farm MeatsminorGTM or Marketing PartnerFifth-generation Wilson family farming since 1870s. Retail and processing facility established 2004 to serve local clientele.
• Spiderz Batting GlovesminorGTM or Marketing PartnerPro quality baseball/softball batting gloves with grip, durability, and style. Multiple models available, sponsor of tournaments and events.
• Dunn's Sporting GoodsminorGTM or Marketing PartnerServing Milwaukee-West Allis area since 1982 with custom team logo design, screen printed jerseys and uniforms, and competitive prices.
• LiveBarncoreTechnology or IntegrationLive streaming platform partner providing live and on-demand event viewing. 10% discount for OAW customers with promo code 'oawe-thic'. Subscription service allows watching from any LiveBarn venue across US & Canada. Features 30-second highlight saves, full game downloads, and in-venue tagging.
• Fox6minorGTM or Marketing PartnerLocal Milwaukee news station that featured OAW Indoor Sports Complex in segments about pickleball popularity and facility offerings.
• CBS58minorGTM or Marketing PartnerLocal Milwaukee CBS affiliate that featured OAW in 'Hometowns: Indoor Sports' segment covering the facility and indoor sports programming.
• Performance Journey Rx (Sean Casey, RD, CSCS)coreStrategic or Co-development PartnerSports nutrition and proactive health coaching partner founded 2025 by registered dietitian Sean Casey. Provides personalized performance health prescriptions including nutrition, movement, sleep, and stress management. Works with middle school through elite professional athletes and everyday individuals.
• Championship Mind (Ben Bartell and Chandler Lewis)minorStrategic or Co-development PartnerMindset coaching partner providing mental game development resources for Ethic Sports Performance athletes. Pragmatic solutions for mental performance and life skills development.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National Sports Center: Multi-sport facility in Blaine, MN hosting tournaments, leagues, and youth sports programs. Similar Midwest geographic anchor and multi-sport event-hosting model.
• Iron Peak Sports & Events: Multi-sport indoor complex in Hillsborough, NJ offering turf fields, courts, fitness, birthday parties, tournaments, and sports performance training — overlapping nearly all OAW service lines.
• XL Sports World: Indoor sports complex operator with multiple locations offering turf fields, courts, leagues, tournaments, and youth programs — comparable multi-sport indoor facility model.
• Spooky Nook Sports: The largest indoor sports complex in North America (Manheim, PA), featuring multi-sport turf fields, courts, fitness, and event hosting. Directly comparable in product offering (multi-sport programming, tournaments, camps) though at much greater scale.
• Game On Sports Complex: Indoor sports complex offering turf fields, courts, training, leagues, and birthday parties — closely comparable facility model and youth programming.
• Parisi Speed School: National sports performance training franchise offering speed, agility, and strength coaching for youth athletes — directly comparable to OAW's Ethic Sports Performance (ESP) programming.

Broad incumbents

• DICK'S House of Sport: Large-format experiential retail concept combining sporting goods retail with indoor sport simulators, batting cages, and golf — overlaps with OAW's retail-adjacent and simulator offerings.
• EXOS (Performance Training): National human performance company offering sports performance training at scale. Comparable athletic training methodology to Ethic Sports Performance, with pro and collegiate athlete clientele.
• Life Time Fitness: National premium fitness chain with multi-sport amenities, group classes, youth programs, and spa/recovery services. Overlaps with OAW's fitness center, classes, and pickleball offerings, but at vastly larger scale.

Regional players

• 5 Diamonds / Infinity Field: Waukesha, WI indoor baseball facility where OAW COO Brad Henes previously served as General Manager since 2011. Comparable regional indoor training facility in the same Milwaukee metro.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/oawindoor

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 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 Orthopaedic Associates of Wisconsin Indoor Sports Complex