BSN Sports acquires Sports Endeavors and Lax.com

US-based BSN Sports, a division of Varsity Brands and a marketer, manufacturer, and distributor of team sports apparel and equipment, has acquired Sports Endeavors and Lax.com. The move is designed to strengthen the position of the company in the specialized soccer and lacrosse markets while expanding its digital and distribution capabilities.

Expansion into specialized club sports

Sports Endeavors was founded in 1984 as a soccer catalog business known as Eurosport. It has since evolved into a prominent player in club soccer uniforms and e-commerce. The portfolio of the company includes brands such as Soccer.com, WorldSoccerShop, 431 Sports, Sports Promotions Group, Inaria, and Soccer Master.

Lax.com, established in 1999, serves as a primary destination for lacrosse players and coaches. The US-based firm provides uniforms, spirit wear, and equipment to programs across the country and stands as the largest e-commerce and team dealer business dedicated exclusively to lacrosse.

Strategic integration and leadership

Through these acquisitions, BSN Sports will integrate more than 800 employees into its workforce. Mike Moylan and Brendan Moylan will continue to lead Sports Endeavors, while John Arrix will remain at the helm of Lax.com. Both businesses are set to operate under their existing branding within the BSN Sports framework.

“These new partners bring unmatched knowledge and sport specialization as proven leaders in soccer and lacrosse, together with the scale, reach and technology of BSN SPORTS,” stated Varsity Brands chief executive officer, Adam Blumenfeld. Blumenfeld noted that the company remains focused on its Club Direct initiative, which launched late last year to streamline the experience for coaches and athletes.

Enhanced service for the youth sport sector

The integration aims to reduce logistical burdens for athletic programs. Arrix noted that joining BSN Sports provides the necessary reach and support to allow coaches to spend less time managing gear and more time on athlete development. Mike Moylan added that the partnership will expand access to the brands and options teams require at every level of play.

BSN Sports currently serves more than 150,000 institutional and team sports customers, including collegiate and recreational programs. The company utilizes a nationwide network of sales professionals and an omnichannel approach to distribute its products across the US.