Farmers Branch-based BSN SPORTS, a leading provider of sporting goods, team apparel, and equipment for schools, clubs, and organizations nationwide and a division of the $4.75 billion company Varsity Brands, has appointed Avery Jessup as chief commercial officer.
In this newly created role, Jessup will lead BSN SPORTS’ commercial strategy, overseeing Sales Operations, Digital and E-commerce, Marketing, Pricing, Licensing, and Customer Experience. He will also work closely with leaders throughout the organization to align go-to-market strategies, boost execution across channels, and provide a more integrated and customer-focused commercial approach, the company said.
Terry Babilla, president of BSN SPORTS, said Avery’s experience as a proven commercial leader with deep experience across digital, retail, and wholesale environments “makes him an ideal fit for the work we’re doing to grow our offerings and meet the dynamic needs of our customers.”
“He brought strong commercial discipline, a proven record of anticipating needs and delivering for customers as well as a collaborative leadership style to his previous roles that will translate well across our team, helping us continue to deliver results and drive sustainable growth,” Babilla added in a statement.
Jessup has nearly 20 years of leadership experience in global consumer and B2B organizations. Most recently, he served as Global Chief Commercial Officer at Fanatics Collectibles, where he directed the commercial strategy for both digital and physical channels and held enterprise-wide accountability for multi-billion-dollar revenue performance. While at Fanatics, he helped deliver record revenue growth, bolstered partner economics, and advanced both data-driven pricing and go-to-market capabilities, BSN said.
Previously, Jessup spent almost a decade at Nike, holding senior leadership roles with the Jordan Brand, including Head of Marketplace, North America, and General Manager of the Men’s business. Earlier in his career, he held a number of leadership roles at Domino’s Pizza, targeting growth, operations, and business development across the Asia-Pacific region.
“BSN SPORTS has built a strong foundation of success, and this next chapter is all about how we take that base and sharpen our commercial execution in a way that better serves schools, coaches, and communities,” said Jessup. “I’m excited to partner with Terry and the entire team to learn more about what works, help advance new ideas and identify ways that we can do even more for our current and future customers.”
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