SweetSpot, a backyard sports brand, rebranded and relaunched to increase its footprint across various outdoor sports. A group of seasoned industry leaders spearheaded the new direction for the company, including SweetSpot CEO Joe Lawrence, co-founder of Marucci Sports, and a fundraising round led by Elysian Park Ventures, the private investment arm affiliated with the Los Angeles Dodgers ownership group, with participation from Hockey Hall of Famer Wayne Gretzky.
Previously known for its recreational baseball and softball products, including a Major League Baseball licensed line, SweetSpot is expanding its reach to feature an array of offerings for other sports, including football, soccer, golf, and pickleball, through its online store and major retailers.
“In the fast-paced world we live in today, it’s easy to overlook the simple joys that make life truly meaningful,” said Lawrence. “Growing up, my favorite memories were playing catch with my Dad in the backyard—those moments of quality time and genuine connection are priceless. SweetSpot is on a mission to bring people together, to recreate those cherished moments that are often lost in the hustle of our competitive world.”‘
Dave Soderquist, SweetSpot’s founder and a 40-year veteran in the global sporting goods industry, brought together an executive team, including Lawrence, Stan Levy, founder and CEO at the marketing agency Sasso; Curtiz Cruz, former head of product engineering at Rawlings and Marucci Sports; and Blair Barbier, SweetSpot CFO and former LSU baseball standout.
The company’s newly formed Board of Directors also includes Mike Fonseca, a seasoned sports executive and former agent at IMG, CAA Sports and Excel Sports Management; Mike Shildt, San Diego Padres manager; and Michael Fedele, former head of Marketing at BodyArmor Sports Drink. Additionally, SweetSpot’s Advisory Board comprises eight professional and retired athletes, including Jack Marucci, co-founder of Marucci Bats and director of performance and innovation at LSU.
“SweetSpot takes me back to growing up in San Diego when my friends and I would meet for a few games after school before the sun went down,” said Fonseca. “The best part of playing was that we didn’t need skill or professional equipment. We could just go outside and play. SweetSpot is committed to bringing that essence back and ensuring everyone remembers the pure, unadulterated fun of those backyard moments.”
“SweetSpot is a daily refresher,” said Shildt. “It is a celebration of the lighter side of life, reminding us all that play is essential, no matter where we are on our professional journey.”
As part of its relaunch, SweetSpot secured its lead investment from Elysian Park Ventures, led by a cap table of successful business leaders, pro athletes and private investors, including Hockey Hall of Famer Wayne Gretzky.
“SweetSpot has demonstrated exceptional dedication to making high-quality products for outdoor play more accessible, affordable and enjoyable for kids, which is essential to the physical and social growth of the next generation,” said Jay Adya, managing partner at Elysian Park Ventures. “Elysian Park is proud to support SweetSpot as it continues to develop its product.
Image courtesy SweetSpot
