BSN SPORTS Welcomes Avery Jessup as New Chief Commercial Officer to Enhance Strategy

BSN SPORTS Appoints Avery Jessup as Chief Commercial Officer

In a significant move for its commercial strategy, BSN SPORTS announced the appointment of Avery Jessup as Chief Commercial Officer on February 19, 2026. This newly established role will have Jessup at the forefront, overseeing various vital areas including Sales Operations, Digital and E-commerce, Marketing, Pricing, Licensing, and Customer Experience. His leadership will be instrumental in aligning efforts across the organization to develop a unified go-to-market strategy that enhances customer engagement and strengthens execution across different channels.

A Proven Leader in the Industry

Terry Babilla, President of BSN SPORTS, expressed confidence in Jessup's abilities, stating, "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." With nearly two decades of experience in leadership roles across both global consumer and B2B sectors, Jessup is equipped to make impactful changes at BSN SPORTS.

Before joining BSN SPORTS, Jessup served as the Global Chief Commercial Officer at Fanatics Collectibles. There, he led the commercial strategy for both digital and brick-and-mortar environments, having an enterprise-wide impact on multi-billion-dollar revenue performance. His achievements during this time included record revenue growth, improvement of partner economics, and the advancement of data-driven pricing strategies.

Jessup's career also includes a significant tenure at Nike, where he held various senior leadership roles within the Jordan Brand, primarily focusing on the North American marketplace. His experience is further enriched by prior roles at Domino's Pizza, emphasizing growth, operations, and business development in the Asia-Pacific region.

Focus on Community and Education

During his first public statements following his appointment, Jessup remarked, "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." His commitment to enhancing the customer experience and advancing innovative solutions indicates a promising direction for the company.

The announcement highlights BSN SPORTS' dedication to not just its products but also its customers, who primarily comprise schools and athletic organizations. The brand has made considerable strides in the market since its establishment, serving over 1,000 collegiate partners nationwide, and Jessup's leadership is expected to further amplify these efforts.

Advancing Commercial Strategy

Jessup’s responsibilities will encompass a comprehensive review of current commercial approaches with a keen eye towards improving efficiency and service delivery. He aims to collaborate closely with other leaders in the organization to pinpoint what works while generating new ideas to ensure the company not only meets but anticipates customer needs in an ever-evolving industry landscape.

In conclusion, the appointment of Avery Jessup marks a critical moment for BSN SPORTS as the company strives to solidify its position within the sporting goods industry. With his extensive background and proven track record, Jessup is expected to drive the commercial agenda, ensuring BSN SPORTS continues to thrive and evolve in line with the needs of its diverse clientele.