BSN SPORTS, a Dallas-based leading marketer, manufacturer, and distributor of team sports apparel, equipment, and gear, has acquired Norwalk-based Lax.com and Sports Endeavors of North Carolina.
Lax.com, which was founded in 1999, was acquired by a team of entrepreneurs and lacrosse players in 2010 before it went on to acquire Zima Gear in 2022 and Universal Lacrosse, Lax Steals and All U Sportswear in 2024. They are now the largest e-commerce and team dealer business dedicated exclusively to the sport.
Founded in 1984 as a soccer catalog business known as Eurosport, Sports Endeavors has grown into a leader in club soccer uniforms, equipment and e-commerce. Its portfolio includes category‑defining brands such as Soccer.com, WorldSoccerShop, 431 Sports, Sports Promotions Group, INARIA, and Soccer Master, all recognized for their expertise in gear, retail, and customer support.
“Since launching BSN SPORTS Club Direct late last year, we’ve stayed hyper-focused on one thing: the customer,” said Adam Blumenfeld, CEO of Varsity Brands. “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.”
“We have a lot to learn from Mike (Moylan), Brendan (Moylan), John (Arrix) and their respective teams – and look forward to benefitting from their unique perspectives and experiences.”
As part of these acquisitions, BSN SPORTS will welcome more than 800 employees. The Moylans will continue to lead Sports Endeavors and Arrix will continue to lead Lax.com, with both businesses continuing to operate under their current brands as part of the BSN SPORTS family.
“We’re excited to pair our soccer expertise with BSN SPORTS’ ability to serve customers at scale,” said Mike Moylan. “We’ll keep doing what we’ve always focused on – making things easier for our customers – while strengthening our service and expanding access to the brands and options teams need at every level.”
Arrix said Lax.com has come a long way since its inception.
“Lax.com was created to meet a real need in a growing sport, and this is the next step in that journey,” he said. “Lacrosse has come a long way since we began serving athletes in 1999, and joining forces with BSN SPORTS gives us the reach and support to have an even greater impact. It means coaches spend less time managing gear and logistics, and more time focused on developing athletes.”
Goldman Sachs & Co. LLC acted as exclusive financial advisor and Simpson Thacher & Bartlett LLP served as legal advisor for the acquisition of Sports Endeavors. Barnes & Thornburg LLP advised on the Lax.com acquisition. Financial terms for both private transactions were not disclosed.
