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Varsity Brands

Operates cheerleading camps, apparel, and competitions

Overview

Varsity Brands coordinates the school experience through three main streams: training camps for cheerleaders, a uniform and apparel business, and national cheerleading and student-sports competitions. Camps train teams, uniforms and gear are sold to schools, and competitions are organized and historically broadcast on networks like ESPN, tying training, gear, and events together. The company distinguishes itself by offering an integrated suite—camps, equipment, apparel, and events—supported by a distribution network and publishing through its affiliated brands. Its goal is to be the leading partner for student activity programs in schools, providing comprehensive services and events on a national scale.

Significant Headcount Growth

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About Varsity Brands

Simplify's Rating
Why Varsity Brands is rated
C
Rated B on Competitive Edge
Rated C on Growth Potential
Rated D+ on Differentiation

Industries

Industrial & ManufacturingEducationConsumer GoodsEntertainment

Company Size

5,001-10,000

Company Stage

Acquired

Total Funding

$4.8B

Headquarters

Memphis, TN

Founded

1974

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What believers are saying

  • BSN SPORTS bought Soccer.com and Lax.com on April 27, 2026, expanding e-commerce.
  • Daytona Beach kept NCA and NDA through 2030, preserving a marquee annual event.
  • Mehta’s February 10, 2026 appointment targets secure systems, data, and customer experience.

What critics are saying

  • Varsity settled a 2024 $82.5 million antitrust case after repeated monopoly allegations.
  • Open Cheer and Deep South settled in May 2026, keeping antitrust pressure alive.
  • Congressional legislation in 2026 targets private-equity owners of youth sports facilities, threatening Varsity's model.

What makes Varsity Brands unique

  • Varsity Brands owns BSN SPORTS and Varsity Spirit, spanning school sports, cheer, and yearbook.
  • Its April 2026 Sports Endeavors and Lax.com buys add soccer and lacrosse specialization.
  • Mehta’s February 2026 product chief hire signals tighter digital integration across the platform.

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Funding

Total Funding

$4.8B

Above

Industry Average

Funded Over

1 Rounds

Buyout funding comparison data is currently unavailable. We're working to provide this information soon!
Buyout Funding Comparison Coming Soon

Benefits

  • Health Insurance
  • Health Savings Account/Flexible Spending Account
  • Wellness Program
  • 401(k) Retirement Plan
  • 401(k) Company Match
  • Life Insurance
  • Disability Insurance
  • Paid Vacation
  • Paid Holidays
  • Company Equity
  • Employee Discounts

Growth & Insights and Company News

6 month growth

0%

1 year growth

50%

2 year growth

48%
The McClatchy Company
Oct 29th, 2026
South MS school district files suit against major sporting-goods companies.

South MS school district files suit against major sporting-goods companies. Updated October 29, 2026 3:16 PM Gift Article The Hancock County School District filed a class-action lawsuit in October accusing major sports equipment manufacturers, including Riddell Sports and Varsity Brands, and other retailers of violating antitrust laws through an illegal bid-rigging and price-fixing scheme. The lawsuit, filed in federal court in Gulfport, accuses the companies of working with other retailers, including BSN Sports, Hibbett Inc., Sports Center and Rex Team Sports, to form what attorneys described as a "cartel" that inflated the costs of athletic equipment and related services sold to K-12 schools in Mississippi and Louisiana. Mississippi law requires school districts to seek bids for equipment and services when costs are between $5,000 and $75,000. According to the lawsuit, from 2010 to 2023, participants in the alleged scheme coordinated their bids to manipulate the lowest-bidder selection process. The lawsuit identifies several sales professionals with Riddell, BSN Sports, Rex Team Sports and other companies who pleaded guilty to federal charges related to the bid-rigging scheme. "Mississippi families, educators and taxpayers trusted that the bidding process would get their schools a fair price, and the complaint lays out how that trust was exploited for years," said Charles J. LaDuca, firm chairman at Cuneo Gilbert Flannery & LaDuca., which is representing the School District along with Mississippi attorney Don Barrett. "Every dollar overpaid for a helmet or a uniform is a dollar that didn't go to students. This lawsuit seeks to return that money to the districts that lost it." The School District noted that several sales professionals with Riddell, BSN Sports, Rex Team Sports and other companies pleaded guilty to violating the Sherman Act during the class period. "Public schools don't have the option of going without football helmets or uniforms, and these suppliers exploited that to charge them more," said Evelyn Riley, partner at Cuneo Gilbert Flannery & LaDuca. "The criminal cases established that this conduct happened. This class action is about holding the companies themselves accountable and making sure our client and class members never pay rigged prices again." Both Riddell and BSN Sports are sports brands that manufacture and distribute sports equipment to middle schools, high schools, universities, and other sports programs across the country. The Hancock County School District is asking for monetary damages that are three times the amount charged in the bid-rigging scheme. This story was originally published October 29, 2026 at 12:25 PM. Follow more of our reporting on in the spotlight. October 29, 2026 2:30 PM October 28, 2026 4:50 PM Sun Herald Margaret is an investigative reporter whose search for truth exposed corrupt sheriffs, a police chief and various jailers and led to the first prosecution of a federal hate crime for the murder of a transgendered person. She worked on the Sun Herald's Pulitzer Prize-winning Hurricane Katrina team. When she pursues a big story, she is relentless.

The Sacramento Bee
Oct 29th, 2026
'Cartel' inflated sports gear prices for Mississippi schools, lawsuit says.

'Cartel' inflated sports gear prices for Mississippi schools, lawsuit says. October 29, 2026 12:30 PM Gift Article A Mississippi school district filed a class-action lawsuit in October accusing major sports equipment manufacturers, including Riddell Sports and Varsity Brands, and other retailers of violating antitrust laws through an illegal bid-rigging and price-fixing scheme. The lawsuit, filed in federal court in Gulfport, accuses the companies of working with other retailers, including BSN Sports, Hibbett Inc., Sports Center and Rex Team Sports, to form what attorneys described as a "cartel" that inflated the costs of athletic equipment and related services sold to K-12 schools in Mississippi and Louisiana. Mississippi law requires school districts to seek bids for equipment and services when costs are between $5,000 and $75,000. According to the lawsuit filed by the Hancock County School District, from 2010 to 2023, participants in the alleged scheme coordinated their bids to manipulate the lowest-bidder selection process. The lawsuit identifies several sales professionals with Riddell, BSN Sports, Rex Team Sports and other companies who pleaded guilty to federal charges related to the bid-rigging scheme. "Mississippi families, educators and taxpayers trusted that the bidding process would get their schools a fair price, and the complaint lays out how that trust was exploited for years," said Charles J. LaDuca, firm chairman at Cuneo Gilbert Flannery & LaDuca., which is representing the School District along with Mississippi attorney Don Barrett. "Every dollar overpaid for a helmet or a uniform is a dollar that didn't go to students. This lawsuit seeks to return that money to the districts that lost it." The School District noted that several sales professionals with Riddell, BSN Sports, Rex Team Sports and other companies pleaded guilty to violating the Sherman Act during the class period. "Public schools don't have the option of going without football helmets or uniforms, and these suppliers exploited that to charge them more," said Evelyn Riley, partner at Cuneo Gilbert Flannery & LaDuca. "The criminal cases established that this conduct happened. This class action is about holding the companies themselves accountable and making sure our client and class members never pay rigged prices again." Both Riddell and BSN Sports are sports brands that manufacture and distribute sports equipment to middle schools, high schools, universities, and other sports programs across the country. The Hancock County School District is asking for monetary damages that are three times the amount charged in the bid-rigging scheme. This story was originally published October 29, 2026 at 12:30 PM with the headline "'Cartel' inflated sports gear prices for Mississippi schools, lawsuit says." Follow more of our reporting on in the spotlight. October 28, 2026 2:50 PM October 28, 2026 12:57 PM Sun Herald Margaret is an investigative reporter whose search for truth exposed corrupt sheriffs, a police chief and various jailers and led to the first prosecution of a federal hate crime for the murder of a transgendered person. She worked on the Sun Herald's Pulitzer Prize-winning Hurricane Katrina team. When she pursues a big story, she is relentless.

Sportico
Apr 1st, 2026
KKR-Backed Varsity Brands to Buy Soccer.com and Lax.com

Varsity Brands is making its first acquisitions since its sale to KKR for $4.5 billion in 2024.

Dallas Next
Feb 17th, 2026
Varsity Brands Names Former Chewy Exec as Chief Technology & Product Officer

Varsity Brands Names former Chewy exec as Chief Technology & Product Officer. Satish Mehta will oversee Varsity Brands' product and technology strategies, building digital platforms, data-driven experiences, and secure systems. The Farmers Branch-based company was acquired for $4.75 billion in 2024 by ny-based KKR. Varsity Brands Chief Technology & Product Officer Satish Mehta [Photo: Varsity Brands] Farmers Branch-based Varsity Brands, a leading provider of team sport and spirit solutions through its divisions BSN SPORTS and Varsity Spirit, has appointed Satish Mehta to the newly created role of chief technology and product officer. The new role is a key one given the company's value and impact: In 2024, Varsity Brands was acquired by New York-based global investment firm KKR in a reported $4.75 billion deal. Mehta will oversee Varsity Brands' product and technology strategies, building digital platforms, data-driven experiences, and secure systems designed to grow with the enterprise, the company said. His teams will concentrate on delivering intuitive, high-impact products that simplify how teams, coaches, athletes, and employees utilize a wide range of technology-driven offerings. "Throughout his career, Satish has shown he knows how to build and scale category-defining platforms in complex, high-growth environments," CEO Adam Blumenfeld said in a statement. "As Varsity Brands enters its next phase of innovation, his ability to unite digital vision, technology execution, and business strategy will accelerate how we deliver smarter, more connected solutions for our current and future customers." Designing tech for fast growth. Mehta has spent more than 20 years leading large-scale technology, data, and digital transformation initiatives across global consumer and B2B organizations. Most recently, he served as chief technology officer at Chewy, where he helped build the company from a fast-growing startup into a multi-billion-dollar, industry-leading e-commerce platform. During his tenure, Mehta led an impactful transformation of Chewy's technology architecture, expanded engineering and data teams, and advanced capabilities across cloud, AI, cybersecurity, and enterprise systems, Varsity Brands said. Previously, Mehta held senior technology leadership roles at UnitedHealth Group, Staples, and Yahoo!, where he drove enterprise-wide data, analytics, and digital initiatives. He also brings public company board experience, having served on the board of directors of Express, Inc., where he supported technology strategy, governance, and organizational transformation. "I've seen firsthand the power of aligning technology with customer needs and Varsity Brands is at a very exciting inflection point as a company," Mehta said. "By building modern, connected platforms, we can elevate the experience for schools, athletes, and communities while creating a foundation for long-term innovation." "Adam, his leadership team, and the IT and innovation functions have built something special, and I'm excited to help shape what's next as the company continues to evolve and grow," Mehta added. Varsity Brands is a top platform for a comprehensive range of services and solutions across team and club sports, cheer, dance, performing arts, and yearbook. As a holistic services provider to athletic programs and schools, the company said it delivers highly customized uniforms, apparel, equipment, training, education, competitions, and more. Track Dallas-Fort Worth's business and innovation landscape with its curated news in your inbox Tuesday-Thursday. One quick signup, and you're done. R E A D N E X T. * Catalyst Brands Names New Wholesale Chief as Retail Strategy Evolves Michael Fernandez joins the Plano-based retail organization - formed in January through the mega-merger of JCPenney and SPARC Group - to lead commercial expansion and deepen brand partnerships across a portfolio that includes Aéropostale, Brooks Brothers, Nautica, Lucky Brand, and more. * Selerix Hires New Chief Technology Officer As CTO, Andrew Taylor will focus on helping advance McKinney-based Selerix's long-term strategy, support its continued growth and industry leadership, and facilitate the ongoing integrations of SyncStream Solutions and The Benefits eXpert, the company said. * SaaS Leader Joins Thryv as Chief Technology Officer Technology has been a driving force behind Thryv's evolution into a half-billion-dollar enterprise, and the company said that as it sets its sights on reaching the $1 billion milestone, the addition of Sean Wechter marks a strategic step forward. * Colossal Biosciences Names Australian De-Extinction Scientist as Its Chief Biology Officer Andrew Pask is known for his expertise in de-extinction science, developmental genetics, and conservation technologies. He leads the Thylacine Integrated Genomic Restoration Research Lab (TIGGR) at the University of Melbourne in Australia. * MedeAnalytics Appoints New Chief Product Officer Chris Lance will lead product vision, strategy, and execution for the Richardson-based enterprise healthcare performance company, which delivers AI-driven data, analytics, and SaaS solutions. Share via:

PR Newswire
Feb 10th, 2026
Varsity Brands names Satish Mehta as chief technology and product officer

Varsity Brands has appointed Satish Mehta as Chief Technology and Product Officer, a newly created role. Mehta will lead the company's product and technology strategy, focusing on digital platforms, data-driven experiences and scalable systems across the sports and spirit solutions provider. Mehta brings over 20 years of technology leadership experience. Most recently, he served as Chief Technology Officer at Chewy, where he helped scale the company into a multi-billion-dollar e-commerce platform. He previously held senior technology roles at UnitedHealth Group, Staples and Yahoo, and served on the board of Express, Inc. At Varsity Brands, Mehta will oversee teams developing technology solutions for coaches, athletes and schools. The company operates through its BSN SPORTS and Varsity Spirit divisions.

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