Our Story could be part of your story

Starting with our founder selling tennis nets out of the trunk of his car, BSN SPORTS has grown as an industry leader with a local salesforce rooted in one core principle – Service.

BSN SPORTS started in 1972, out of the back of a Mustang in Memphis, Tenn. The first product sold was tennis nets and other hard goods. From there, the company excelled and continued selling sports apparel and equipment to schools across the country.

In 2004, BSN SPORTS entered Team sport sales with the key acquisition of the two largest independent team dealers in America: Dixie Sporting Goods and Kesslers Sporting Goods. In 2013, BSN SPORTS joined Herff Jones and Varsity Spirit to make up the Varsity Brands company.

Through our commitment to providing best in class coaching content from our brand ambassadors, digital tools for athletes and coaches, and customer centric time-saving technology, today BSN SPORTS is the largest distributor of team sports apparel and equipment in the United States.

With a vision to grow our footprint and provide exclusive brand selection to coaches, parents and athletes, there is nothing more important to us - and nothing sets us apart more - than the maniacal focus on our mission. Saving Coaches, Athletic Directors and Administrators time and energy is at the heart of everything we do at BSN SPORTS, so they can focus their time on what matters most: impacting the lives of our youth and student athletes.

Varsity Spirit's leaders are cheer and dance legends. They took the leadership and skills they learned on the sidelines and the mat to make their mark on history.

Founded in 1974, Universal Cheerleaders Association (UCA) began with the goal of transforming cheerleading into the dynamic, athletic, high profile activity it is today. Its vision of incorporating athleticism and entertainment with the traditional crowd leadership role created a new style of cheerleading that caused the activity to explode in popularity from the 1980s into the 21st century.

As his camp organization grew throughout the 1980s, he added a unique and cutting-edge uniform concept and created the first actual national competition for cheerleaders. These three elements - educational camps, uniforms and competitions - were combined to create Varsity Spirit.

While its heritage is rich and its traditions renowned, Varsity Spirit continues to be the innovative global leader in all things spirit - including cheerleading, dance team and performing arts apparel, educational camps and competitions - impacting more than a million athletes each year. The organization's commitment to the health and well-being of the young people who participate is embedded in its high-quality curriculum and its leadership in promoting safety standards.