When Larry Wilkins started Just Play Sports in 1996, he wanted to make a difference in his community. As a coach, he had witnessed how sports can shape children’s lives, teaching essential life skills, like teamwork, responsibility and leadership. Initially, he ran programs through community centers and schools. Soon, one location grew to 22, and Wilkins realized the next necessary step: to open brick-and-mortar facilities to impact even more children. By Brianna Bohn
SPECIAL SECTION: FITNESS + WELLNESS
When Larry Wilkins started Just Play Sports in 1996, he wanted to make a difference in his community. As a coach, he had witnessed how sports can shape children’s lives, teaching essential life skills, like teamwork, responsibility and leadership. Initially, he ran programs through community centers and schools. Soon, one location grew to 22, and Wilkins realized the next necessary step: to open brick-and-mortar facilities to impact even more children.
“We found our space here in Houston to do our brick-and-mortar concept, and it’s worked really well. We were creative, came up with a membership model and then said, “Okay, let’s see if this is scalable with another clientele,’ and it’s worked fabulously. I think we’re on to something,” he said about the basketball training facility, which is now named Just Play.
Just Play, which has a second brick-and-mortar location in Katy, Texas, has a wide range of offerings for beginners and those who have been practicing for years. Children from 5 to 18 have access to basketball leagues, tournament teams, classes, camps, birthday parties and private lessons, among other training opportunities.
In addition to these revenue streams, Just Play has a membership model that allows customers to sign up for personalized workouts that fit their schedule and receive discounts for highly sought-after events, like clinics. Wilkins explained that many families drive long distances to participate in the brand’s high-quality fitness programs, and recent data shows that these positive trends are likely to continue.
According to the 2024 U.S. Health & Fitness Consumer Report, fitness facility memberships reached an all-time high of 72.9 million in 2023, reflecting a 5.8% year-over-year increase. The U.S. also has a higher percentage of active members of fitness facilities than any country other than Sweden.
In this competitive, growing market, Just Play’s commitment to providing a fun, safe environment has been a key driver of its success, generating repeat business and referrals.
“We’ve created an expectation of trust, and our customers trust us. They trust that we have the best interest of their kids and that they’re going to be in a safe environment. We believe there’s no substitute for hard work. There’s no secret: We are committed to outworking, outlearning and providing the best service possible,” Wilkins said. Just Play uses thorough screening and evaluation processes to ensure the quality of their staff and maintain the trust of their customers.
As an emerging brand, Just Play is dedicated to providing individualized, comprehensive support to franchisees. Owners receive pre-operation training at the brand’s Katy location, gain access to off-campus virtual training and, of course, gain consistent guidance from Wilkins himself.
“I’m a coach by nature. That’s who I am and what I do. So now I get to coach other entrepreneurs. The thought of partnering with entrepreneurs who are coming in with the same kind of skin in the game is exciting,” he said.
Just Play offers the potential for explosive growth in a hot market, especially because children’s health and fitness are a priority for families everywhere. The brand currently has territories throughout the U.S. and is excited to welcome prospective franchisees who want to make a difference in their communities.
Brianna Bohn