Farmers Branch-based Varsity Brands, a leading provider of team sport and spirit solutions through its divisions BSN SPORTS and Varsity Spirit, has appointed Satish Mehta to the newly created role of chief technology and product officer.
The new role is a key one given the company’s value and impact: In 2024, Varsity Brands was acquired by New York-based global investment firm KKR in a reported $4.75 billion deal.
Mehta will oversee Varsity Brands’ product and technology strategies, building digital platforms, data-driven experiences, and secure systems designed to grow with the enterprise, the company said. His teams will concentrate on delivering intuitive, high-impact products that simplify how teams, coaches, athletes, and employees utilize a wide range of technology-driven offerings.
“Throughout his career, Satish has shown he knows how to build and scale category-defining platforms in complex, high-growth environments,” CEO Adam Blumenfeld said in a statement. “As Varsity Brands enters its next phase of innovation, his ability to unite digital vision, technology execution, and business strategy will accelerate how we deliver smarter, more connected solutions for our current and future customers.”
Designing tech for fast growth
Mehta has spent more than 20 years leading large-scale technology, data, and digital transformation initiatives across global consumer and B2B organizations. Most recently, he served as chief technology officer at Chewy, where he helped build the company from a fast-growing startup into a multi-billion-dollar, industry-leading e-commerce platform. During his tenure, Mehta led an impactful transformation of Chewy’s technology architecture, expanded engineering and data teams, and advanced capabilities across cloud, AI, cybersecurity, and enterprise systems, Varsity Brands said.
Previously, Mehta held senior technology leadership roles at UnitedHealth Group, Staples, and Yahoo!, where he drove enterprise-wide data, analytics, and digital initiatives. He also brings public company board experience, having served on the board of directors of Express, Inc., where he supported technology strategy, governance, and organizational transformation.
“I’ve seen firsthand the power of aligning technology with customer needs and Varsity Brands is at a very exciting inflection point as a company,” Mehta said. “By building modern, connected platforms, we can elevate the experience for schools, athletes, and communities while creating a foundation for long-term innovation.”
“Adam, his leadership team, and the IT and innovation functions have built something special, and I’m excited to help shape what’s next as the company continues to evolve and grow,” Mehta added.
Varsity Brands is a top platform for a comprehensive range of services and solutions across team and club sports, cheer, dance, performing arts, and yearbook. As a holistic services provider to athletic programs and schools, the company said it delivers highly customized uniforms, apparel, equipment, training, education, competitions, and more.
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