Earlier this year four of the team sports industry’s dealers – Baker’s Sports (Jacksonville, FL), Johnson-Lambe (Raleigh, NC), First Team Sports Center (Greenville, SC) and Midwest Sporting Goods (Tulsa, OK) – entered into a merger agreement to form what is now called Alli Sports. The combined industry alliance is operating under the leadership of CEO Josh Baker and COO Rhett Johnson. Each company is maintaining its individual identities and Alli Sports will remain a partner of the Sports, Inc. buying group. Team Insight caught up with Rhett Johnson recently for insight into the formation of Alli Sports, how it will operate under the structure and its plans for the future.  

Team Insight: When did the concept of Alli Sports first come up and who was involved?

Rhett Johnson: Josh (Baker) had the idea and reached out to me in November, 2018 at a Sports, Inc. show in Las Vegas. An introductory discussion quickly grew into the genesis of what is now Alli Sports.

Why did the concept come up?

It grew out of mutual frustration over decisions in the industry and the options being presented on a path forward. We knew together we could create a better future.

What is the exact organizational structure?

The most important piece of the structure is “team dealer-owned and team dealer-operated.” There is no outside influence. We have created a new industry model led by Josh Baker as CEO and myself as COO.

Please give us the “elevator pitch” on exactly what Alli Sports is all about and what you hope it will accomplish.

It is all about creating a new and better team dealer model. To the vendors, it is the strength of one. To the customer, the service of local.

What has been the biggest challenge so far?

Taking the time to get it right. It is the biggest asset as to how we are doing this, but as with most things we want to get there fast.

Where will warehousing and management be located? And how will be purchasing be handled?

The Baker’s facility in Jacksonville, FL, will be our headquarters and warehouse hub, with satellite warehouses in North Carolina and Oklahoma. Sole purchasing is funneled through the Jacksonville office.

Where will any growth for Alli come from?

It will be measured and selective. It will be the right growth in the right places with the right people.

What is your message to your vendors and independent sales reps about Alli’s goal?

As always with us, this is a partnership. Our vendor partners are a huge part of how we got here and where we are going. Our goal is to grow through our partnerships and strengthen both sides.

Is Alli Sports involved with or in a special relationship with any of the online team portals?

We currently work with both OMG and Chipply as we have a strong history with both.

Speaking of relationships, how will Alli Sports work within Sports, Inc.? And what is your relationship with the National Sporting Goods Association (NSGA) going forward?

We are very proud to be a part of Sports, Inc. and would not be here today without them, so we plan to work to grow that partnership as we grow Alli. We are also proud members of NSGA and expect that to only strengthen as we move forward.

How did the impact of BSN, brands selling DTC, importers, United Team Dealers, etc., figure into your thinking?

Every industry piece affects who you are and what you do, but our focus is Alli. I am a big believer that you can’t worry about keeping up with the Joneses — just focus on doing what you do and you will become the Joneses.

Do you think other team dealers across the country will follow your model?

Yes, we are already seeing it.

Many people feel this type of “consolidation” is vital to the future of the team business. What would your message be to other team dealers in your same situation?

Truly evaluate your individual position in the industry — what happens if you do act and what happens if you do not. Then evaluate your options. If one of those options is consolidation, then reach out and let’s start a discussion.

Finally, when we touch base again a year from now where do you want Alli Sports to be? And what is it going to take to accomplish those goals?

We are building something different. On our terms, at our pace. The goal is to be stronger as a company, stronger as a brand and stronger with our partners. What that looks like is TBD. We are not here to check boxes — we are here to get it right. And, we will.

A Message from CEO Josh Baker

The formation of Alli Sports represents a defining moment for our industry. By bringing together Baker’s Sports, Johnson-Lambe Company, First Team Sports and Midwest Sporting Goods, we have created an organization with operational depth, geographic reach and market relationships to deliver at a level none of us could achieve independently.

Each of these companies has earned a strong reputation over many years with customers, with vendor partners and within their respective markets. Alli Sports is the natural evolution of that work. We are not starting over. We are scaling up, with the infrastructure, the talent and the strategic alignment to compete and win at the highest level.

Our commitment to our customers remains unchanged: exceptional service, strong partnerships and the expertise they have come to expect. What changes is our capacity to deliver on that commitment consistently, across every market we serve.

We are confident in what this organization will become and we are ready to get to work.

Baker’s Sports, Johnson-Lambe Company, First Team Sports and Midwest Sporting Goods are four organizations that refused to sit still, refused to settle and refused to stop competing. Today, we stop competing with each other and start competing together. As Alli Sports.

We have the people. We have the markets. We have the relationships. And now we have the platform to do something none of us could do alone — go take this industry by storm. Let me be direct: This is the moment we’ve been building toward.