Selkirk Sport, best known for its pickleball paddles, has acquired competitor Bread & Butter Pickleball Company in a move to help Selkirk “reach a broader and increasingly diverse base of pickleball players.”
Terms were not disclosed.
The acquisition comes as Selkirk in 2020 launched SLK by Selkirk, a more budget-friendly pickleball equipment range designed for beginners to intermediate players to reach more potential pickleball players. With the inclusion of Bread & Butter, Selkirk “expands its portfolio with a differentiated brand that speaks to a distinct consumer segment.” The acquisition also enhances both companies’ platform of services as they scale internationally.
“Bread & Butter has built a brand that connects deeply with players while delivering top-tier performance,” said Mike Barnes, co-founder and co-CEO of Selkirk Sport. “As fellow family-founded companies, there is a natural alignment in how we build brands and serve players. This acquisition allows us to expand our offerings without compromising what makes each brand unique.”
Selkirk Sport said “founded with a focus on bold design, irreverent branding and authentic connection to players,” building a following largely through a direct-to-consumer model. Under Selkirk’s ownership, the brand will benefit from expanded distribution, scaled marketing infrastructure and global reach.
Bread & Butter will maintain its independent brand presence, including its website, marketing channels and product strategy. The existing owners and leadership team, including the founding Sapusek family, will remain in place, focusing on brand development, creative marketing and product innovation while Selkirk provides operational scale and support.
“Selkirk’s mission is to expand the game of pickleball, and the addition of Bread & Butter brings another innovative brand and a host of premier products to our lineup,” added Selkirk co-founder and co-CEO Rob Barnes. “Bread & Butter offers a distinct voice, a highly engaged community and a proven product-market fit.”
“From day one, Bread & Butter has been a family operation built on the idea that pickleball should be fun and unconventional, and that great gear and great culture aren’t mutually exclusive,” said Doug Sapusek, founder and CEO of Bread & Butter. “Joining Selkirk is the right next chapter because they are another family-built business that has never lost sight of the player. With their platform behind us, we can put our gear in the hands of more players without losing the fun that defines us.”
Bluestone Equity Partners, Selkirk’s investment partner, indicated at the time of its December 2025 investment that it would support the company in pursuing opportunistic acquisitions across the fragmented pickleball equipment market. The Bread & Butter transaction represents the first step in executing that strategy.
“We have been clear that building a scaled, global platform in pickleball will require both organic growth and thoughtful consolidation,” said Bobby Sharma, founder and managing partner of Bluestone Equity Partners. “Bread & Butter is exactly the type of brand we look for: authentic, high-performing and resonant with a fast-growing segment of the market. As participation expands internationally, we see a significant opportunity to pair differentiated brands with Selkirk’s infrastructure to accelerate global growth.”
Integration will occur in phases. Immediate efforts are focused on ensuring continuity across product, supply chain, IT and operations. In the coming months, Selkirk will expand Bread & Butter’s reach through its wholesale and international distribution network. Integration across marketing, customer service and program initiatives will follow later in the year.
The acquisition also creates opportunities for category expansion, including new paddles, balls, footwear, apparel and lifestyle products.
Image courtesy Bread & Butter Pickleball Company
