Article
Baseball Lifestyle 101 Pursues Full or Partial Sale With The Sage Group Advising
Baseball Lifestyle 101, a privately owned provider of kids apparel and lifestyle products, is exploring a full or partial sale with The Sage Group acting as financial advisor, according to sources.
The company generates roughly $35 million of EBITDA, sources added.
While the brand is focused on a narrow demographic of teenaged boys, it is also growing fast and “very scaled,” said several sources.
Baseball Lifestyle 101 had revenue of $150 million in 2025, according to a media report.
That same year, consumer products-focused lender Assembled Brands provided an ABL to the company to support growth, supply-chain optimization and retail expansion, according to a press release, which notes that the brand’s sales increased by 6x from the prior year.
Farmingdale, N.Y.-based Baseball Lifestyle 101 sells sports-inspired merchandise with signature designs in collaboration with other brands, such as Backyard Baseball and Savannah Bananas.
Last week, the company announced an expansion into select Dick’s Sporting Goods stores via a collaboration with Simple Modern, a maker of stainless steel water bottles, tumblers, food containers and backpacks.
Baseball Lifestyle 101 was founded by Josh Shapiro in 2013 as a social media presence and began selling apparel in 2016. Today, it has seven retail locations in states such as Georgia, Illinois, New York and Texas. Its co-founder is Bill Rom.
Other sports-focused businesses exploring a sale include Marucci Sports, which is owned by Nasdaq-listed Fox Factory. The parent company is running an auction for its sporting equipment business, with Bank of America acting as sell-side advisor, Octus reported last month.
Fox Factory itself could be seen as a logical take-private candidate as it looks to implement a debt reduction strategy, as reported. The designer and manufacturer of premium sports products last year extended its credit agreement maturity through October 2030 and secured a new credit facility from lenders including Wells Fargo and Bank of America.
The Sage Group and Baseball Lifestyle 101 did not return requests for comment.
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