BSN SPORTS knows how to play the game. Primarily through its catalogs, the company (formerly Sport Supply Group) makes and markets about 20,000 sports-equipment products, including balls of all types, tennis court nets, soccer goals, weight-lifting equipment, and other sporting and recreational equipment and uniforms. It also sells through telemarketing programs and about 90 e-commerce sites. BSN peddles products mostly to institutional customers, such as youth sports programs, YMCAs, schools, and municipal recreation departments. The company has grown through acquisitions of sports equipment manufacturers and distributors over the years. The company was acquired by investment firm Onex in August 2010.
BSN was picked up for about $200 million when it was still Sports Supply Group. Investor Onex, which primarily boasts holdings in health care and manufacturing companies, purchased it as part of its focus on boosting its marketing and distributing businesses. It changed the company's name in early 2012. Alongside BSN, Onex also owns the iconic Tropicana Las Vegas Hotel and Casino. Chairman and CEO Adam Blumenfeld remained with BSN following the sale.
Before being purchased, BSN has made several acquisitions in recent years to expand its business. Increasing its road sales operations in Ohio, the company purchased Sandusky, Ohio-based Coaches Sports Corner, a regional team sports distributor, in 2010. The acquisition of Brainerd, Minnesota-based Greg Larson Sports, a regional team sports distributor, that year gave BSN a physical road presence in the new territories of Minnesota and North and South Dakota. Greg Larson also mails a national physical education and athletic catalogue. – less