The creator analyzes the business model of Crosscourt, a new luxury basketball club, positioning it as the 'SoulCycle for basketball.' He contrasts the manufactured community of boutique fitness with the organic community found in sports, then broadens the scope to discuss the larger trend of 'unbundling the country club,' predicting a rise in niche, identity-based membership clubs and concluding with a call-to-action for entrepreneurs.
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The country club for hoopers is here 🙏🏼
Comment “connect” if you’re building something similar.
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Boutique fitness spent 20 years trying to manufacture something sports already had: community.
Crosscourt just raised $2M to build what its founder calls “SoulCycle or Barry’s for basketball.”
But I think the bigger idea is the unbundling of the country club.
Golf figured out decades ago that people will pay a premium to exercise, compete, network, eat, drink and repeatedly see the same people.
Why should golf own that model?
Basketball clubs. Soccer clubs. Padel clubs. Volleyball clubs. Flag football clubs.
And for brands, these communities could be incredibly valuable: instead of paying an algorithm to find basketball fans, sponsor the physical place where they voluntarily show up every week.
As our lives get more digital, physical community becomes more scarce—and more valuable.
Sports already built the community.
Now someone’s putting a membership fee around it.
#sports #basketball #luxury #sportsbusiness #gyms
Transcript
This is finally the answer. Fellas, before your lady drags you to Barry's boot camp, just let her know she can have the same experience playing pickup. And we good all rank cross court, which just raised $2,000,000 to build Soul Cycle for pickup basketball. And trust me, there's a lot more benefits here than putting eucalyptus towels next to the free throw line because basketball is finally getting its own equinox and it makes more sense than you can imagine. Boutique business has tried the last twenty years to manufacture something sports naturally has, community. Whether it's barre, pilates, or hot yoga, these classes often drive a lot more anxiety for people than they think. On the other hand, basketball gives you nine people wondering where the heck the other person is because they can't run fives. You better. And cross court is taking that model, removing the annoying parts, and giving you luxury amenities along the way. But possibly even the bigger point here is we are continuing to see the unwinding of the country club. Bad is already ahead of the game, but why shouldn't basketball and other sports be right behind it? Membership clubs built around niche identities are going to be the next big thing. Boutique fitness gets us to pay a premium for manufactured community. So think about how much people will make bringing together the real real. If you're building something like this, but just need to get connected to the right people or brands, comment connect down below and make sure to share this with a friend that needs to see it.
