The transformation of the former ASB Sports into a rebranded business called Game One is a major step in the ongoing consolidation of the team sports business. The new name, which reflects the formation of eight formerly independent team dealers into a national brand, was announced earlier this month.

When asked by Team insight Extra for an “elevator pitch” to explain who and what Game One is, CEO Jamie Wisely was succinct: “Whether it’s kicked, caught, struck, shot, passed, played, chased or cheered, Game One has the goods. We’re specialists in a vast range of sports and activities. We’re here to outfit teams with apparel and equipment that proudly raises them to another level.”

Wisely points out that Game One’s eight legacy companies – Athletic Supply, Odessa, TX; Barcelona Sports, Houston, TX; Bumblebee Sports, Nicholasville, KY; Cardinal Sports, Lubbock, TX; Team Sports, Holland, OH; The Graphic Edge, Carroll, IA; Universal Athletic, Bozeman, MT; and Williams Sporting Goods, Paris, TX – can now serve their customers and communities with the power of a national brand behind them.

“This is especially important in climates like we’ve seen recently, where the supply chain is disrupted,” he points out. “Size and scale allow us to book more products, put more inventory on shelves, have quicker access to it and deliver for our customers, even in these challenging times.

The legacy companies will now operate under the Game One name, although Universal Athletic and Cardinal Sports have retail stores that will continue under their names at this time.

One of its big selling points to teams is that Game One is the only national dealer able to offer Nike, Adidas and Under Armour, allowing it to be a one-stop-shop.

Game One will continue to operate with a national manufacturing footprint with locations in Bozeman, MT; Lubbock, TX; Odessa, TX; Holland, OH and Carroll, IA. Plus key sales offices in Las Vegas, Phoenix, Minneapolis, Carroll, Holland and more. All purchasing is now being consolidated into one location.

In addition to Wisely, key officers are Chief Growth Officer, Kelly Morgan; Chief People Officer, Melissa Kalal; Chief Marketing Officer, Andrea Ponto; Chief Technology Officer, Eric Loring; Chief Operations Officer, Greg Mills; and Chief Financial Officer, Nick Eberly.

Wisely stresses that the combined dealer will remain a member of Sports Inc., pointing out that “we have a long and valued relationship with Sports Inc. and continuity in that relationship is important to us.”

And Game One is certainly in an expansion mode, he says. “We are looking forward to talking with additional independent dealers who are looking to the future,” Wisely says. “Game One provides an opportunity for them to join a people-first organization and to take their businesses to the next level positioned to grow.”

‍Editor’s Note: The complete Q&A with Game One CEO Jamie Wisely will appear in the March/April issue of Team insight.