EXEC: BSN Sports’ Terry Babilla to Retire

Terry Babilla, president, COO and long-time veteran of BSN Sports, is retiring from the team dealer giant at the close of September. Adam Blumenfeld, CEO at BSN’s parent Varsity Brands, in October will return to the role of CEO of BSN Sports while continuing in his current role.

News of the retirement and organizational changes were revealed in recent LinkedIn posts from Babilla and Blumenfeld. His final day is September 30.

Babilla (shown right) joined BSN Sports, then called Sport Supply Group, as general counsel in 1995 when the organization was a public company. He became president and COO in 2002. In 2017, following the appointment of Blumenfeld to CEO of Varsity Brands, he took on the executive leadership role as well.

Over this time leading, Babilla led more than 100 merger and acquisition deals to lead the consolidation of the team dealer space. With reach across the country, the organization now serves more than 150,000 institutional and team sports customers, including collegiate, scholastic, club, and recreational programs across the U.S.

The acquisition spree was capped off this past April with the mega-acquisition of Sports Endeavors, the parent of Soccer.com, WorldSoccerShop and 431 Sports, and Lax.com, a site dedicated to lacrosse. The two companies are the largest e-commerce and team dealer businesses dedicated exclusively to their respective sports.

The acquisitions marked the first major purchases for Varsity Brands, which already owns the Varsity Spirit cheerleading and dance business, since its sale to private equity giant KKR for $4.5 billion in 2024.

Babilla in recent years also helped establish several platforms to support future growth, including the formation and later expansion of the College Select program. Last November saw the formation BSN Sports Club Direct, which offers accelerated delivery of uniforms, equipment, and footwear to the youth club sports market.

Babilla’s departure comes after BSN Sports this past February appointed Avery Jessup as chief commercial officer. In the newly created role, he leads BSN Sports’ commercial strategy, with responsibility for sales operations, digital and e-commerce, marketing, pricing, licensing, and customer experience He most recently served as served as global chief commercial officer at Fanatics Collectibles, and previously spent almost a decade at Nike, including the role of head of marketplace: direct to consumer & partners, Jordan Brand North America.

In his LinkedIn post, Babilla said he made the decision to retire in January and thanked his family, BSN Sports’ past and present staff, as well as leadership team, calling out Adam and his father and the business’ founder, Mike Blumenfeld. He thanked BSN Sports’ customers, vendor partners and competitors.

He said of competitors, “You kept us sharp, humble, and focused on our customers—competition like that makes an industry better, and I mean that with real respect.”

He also thanked BSN’s several equity owners, including ONCAP Management Partners that took the company private in 2010, as well as Charlesbank Capital Partners, Bain Capital, and KKR.

He concluded in the post, “I’ve always believed leadership isn’t defined by a title. It’s earned by building trust, removing obstacles, and helping others succeed. If I did that even some of the time, I’ll consider these 30 years well spent.

“I leave the business in great hands. Adam Blumenfeld is stepping in to lead BSN SPORTS. Adam and I have been partners for more than 30 years—he grew up in this business, and I have every confidence this transition will be seamless.

“The future for BSN SPORTS is brighter than at any point I can remember. There’s real momentum, real talent, and real commitment to serving customers even better ahead.

“I’ll stay close as an advisor and investor. If the right board or advisory opportunity comes along, I’d welcome hearing about it.

“Mostly, though, right now I just feel grateful. Thank you to everyone who was part of this journey with me.” Blumenfeld served as CEO of BSN Sports from 2007 until he took on the role of CEO of Varsity Sports in 2017.

In his LinkedIn post, Blumenfeld (shown left) noted that Varsity Brands had recent held a celebration of Babilla’s career. He expressed deep gratitude for Babilla on a business and personal level while indicating he’s eager to take on the expanded role.

Blumenfeld concluded, “I’m fired up to officially step back into the BSN CEO chair in October. (And yes, I’ll still be leading Varsity Brands as CEO.) “Team BSN – we’re going to build onto the house Babilla & I helped build – then accelerate. No news to you – this is a special company, with special people, playing a game we know how to play with some new fun twists ahead. Big opportunities. A high STANDARD. And I couldn’t be more excited to get after it with you.

“BUCKLE UP. We’re going to have some fun wining together!”