Everyone wants to talk about youth sports…
But there’s another beast of a fragmented industry.
Adult social sports (and it’s growing rapidly).
Let’s Dive In 👇
Adult Social Sports
There’s a shift happening in the participatory sports market that’s not making headlines…
Yet it’s reshaping local communities from the ground up.
While youth leagues continue to draw attention and investment — the real growth story is quietly unfolding among their parents and other everyday adults.
Gen Z, a generation accustomed to packed sports schedules from a young age, is aging up and seeking to maintain their weekly engagement with sports.
What are adult social sports?
Organized recreational sports leagues and activities for adults — primarily for social interaction, physical exercise, and enjoyment.
Some popular examples:
- softball
- kickball
- dodgeball
- pickleball
- running clubs
The goal is to create a relaxed and enjoyable atmosphere where adults can meet new people, stay active, and have fun.
Impressive Market Potential
Current data shows that one in five Americans is set to join a sports league this summer, with participation rates even higher among younger adults like Gen Z.
Check this out…
Adults likely to participate in a recreational sports league this summer:
- 20% of total Americans
- 31% among millennials
- impressive 47% among Gen Z
With approximately 258 million US adults, this translates to a potential market size of around $4.64 billion annually, based on the average cost of joining a league.
Growth Drivers in Adult Sports
Why are adult sports gaining such momentum?
The drivers are multifaceted:
1. Increasing Disposable Incomes: More adults have the financial flexibility to engage in leisure activities.
2. Growing Emphasis on Health and Fitness: There’s a rising trend of adults prioritizing physical well-being.
3. Sportainment Collabs: Facilities like TopGolf and BatBox have started leagues to keep people coming back.
4. Collaborations with Traditional Sports Organizations: These partnerships are enhancing the credibility and reach of recreational leagues.
5. Mental Health and Social Benefits: Sports serve as a valuable outlet for stress relief and social interaction.
These factors are creating amazing opportunities for entrepreneurs to help innovate the space.
Companies in Social Sports
- league operators like Volo Sports.
The company reportedly does $40M+ in annual revenue and was bootstrapped for the first seven years.
Recently raised a Series B-type round to streamline and acquire more clubs.
- Tech companies like SportsVisio.
Help make the league experience better with their AI-driven automated stats/highlights.
Started by a successful tech entrepreneur, Jason Syversen, who wanted accurate stats for his adult basketball league.
Insights from Volo Sports
*I pulled this from the podcast with Gio Marcantoni, who’s the founder of the largest adult social sports club operator in the US.
The first thing to know is that there is an industry association for adult social sports called the SSIA (Sport & Social Industry Association).
In terms of numbers:
- 60-100 clubs in every market across the country (vary in size).
- 50% of users play because they love the sport and the other 50% play for the social aspect (mainly to meet new people).
- 70 clubs doing $500k+ year, 20 clubs doing $2M+ year, and 5 clubs doing $5M+ year.
- Believes there are 3-5 million participants in the US — potentially upwards of 20 million if you count the much newer leagues in pickleball and padel.
Youth sports continue to get more organized, meanwhile, adult social sports are in the early innings of consolidation.
It’s wild to witness the evolution from church, beer, & rec leagues to a much more organized niche.
Looking Ahead
A big opportunity I see…
Equipping league operators with advanced tools that ensure every game feels like a major event.
And think about it, parents are the decision-makers across both youth and adult recreational sports.
If you can get a technology to take off in the adult leagues — parents may take it with them to their kid’s youth leagues.
Lots of opportunities. Execution will be everything.
