Much of the recent media attention and scrutiny surrounding the industry has leaned, in part, on the narrative that recreational options are few and far between, forcing families into high-cost alternatives.
Yes, local parks and rec departments have suffered from budget cuts over the last two decades or so. But a recent Project Play report said 53% of youth sports participation still occurs in community-based leagues — and that figure could be undercounting professionalized rec platforms like i9 Sports.
The Youth Enrichment Brands-owned franchise platform has had over 5M lifetime participants, operating over 1K locations across 36 states. And it is focused on further growth under new president Ron Shimek, who brings over 20 years of franchise and hospitality experience.
“We're focused now on scaling it, but scaling it with intention,” he told Buying Sandlot in his first interview since joining the company.
“I really feel that even in the markets that we're in, we've still got untapped demand and availability to provide our services to more kids. There's a real appetite for multi-sport, low pressure, fun-first programming, and a lot of space for us to grow."
Among i9’s focus areas as it looks to grow:
Consistency across existing markets
Expansion into new communities
Customer service, engagement
Improved tech
Potential for sponsorships, but nothing imminent
I9's core sports across franchises baseball, basketball, flag football, soccer and volleyball with co-ed and girls-only leagues; the latter is part of its Gains are for the Girls initiative to have 500K girls on the platform by 2030.
The typical format is one combined practice/game on a weekend day; some franchises offer midweek training sessions in addition to league play. Many franchise owners partner with municipalities and schools for field and gym access.
Shimek said i9 is currently experimenting with softball and track and field in some markets. But he does not envision i9 moving into high school or adult leagues. Nor does he see i9 competing with club/travel competition or replacing middle school sports in areas where they do not exist or have been cut.
"Our identity is built around making sports accessible and enjoyable for families, especially with young kids," he said. "Any expansion outside of that into adjacent demographics -- we'd really have to answer a genuine need and one that we have not identified yet.”
YEB is backed by Atlanta-based private equity firm Roark Capital Group.
Which means i9 Sports is another well-received, well-respected youth sports player that would be automatically banned from the industry if the Let Kids Play Act passes (it would be able to petition the FTC for a waiver).
"I'm not the right person to speak to the legislation. It's out of my lane as the president of the brand," Shimek said.
"What is in my lane is how i9 operates, what we stand for, what it delivers to families. What I do know about the legislation is that they're looking to predatory practices, what's happening and honing in on those.
"What I'll tell you about our model is that there are no tryouts. There are no travel requirements. We are not out there signing deals with hotels to get a certain number of room nights at a certain rate. We're never going to do that. We barely keep score, right? We're expanding access to play with what it is that we're offering, sportsmanship-first coaching.
"If the values behind Washington's interest in youth sports are about keeping sports accessible and affordable for families -- i9's been living that since Day 1."
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