Prior to co-founding PickUp USA, and still to this day, Casey Meinster worked in the behavioral healthcare field. She has a Bachelor’s degree in Psychology and a Master’s in Marriage and Family Therapy.
During college, Jordan and Casey worked at a restaurant together, putting themselves through school. She says, “During our time here is when we first came up with the idea for PickUp USA.” After college, I began my career in the behavioral healthcare field, and Jordan worked in finance jobs.“
In 2011, Jordan quit his job to start PickUp USA. Casey stayed at her job as they embarked on starting the business together.
Below are highlights of the interview:
Tell us about the inception of the company. What did you see in the fitness sector that needed to be changed or updated?
I am not a basketball player myself, but Jordan has been playing PickUp basketball ever since we started dating in 2004. It became clear that there was something missing. I saw that Jordan didn’t have time to join a basketball league and the frustrations of the existing PickUp basketball scene were getting in the way of him playing a sport that he loved.
For several years, we brainstormed how we could build a gym that provided a better basketball experience. We got serious about starting this business in 2011, and in the fall of that year, we founded the company.
In June 2012, we opened the first PickUp USA location in a warehouse in Irwindale, CA. Seven days a week, we offered PickUp basketball with referees. It was a slow start, but eventually, as word spread, the gym started to fill up with players. After years of working to develop the concept, we proved that there was a market for what we were offering.
Which are the major services of the franchisee and how do they help customers to get ahead in the competition? What value-added services does the company provide?
PickUp USA is a one-stop shop for basketball enthusiasts. Our primary service is PickUp basketball with referees. Across the country, our gyms run ten-minute basketball games that are organized and have referees. It was our original service that put us on the map ten years ago, and it is still one of our biggest draws.
In addition to this service, our clubs offer basketball tournaments, youth basketball leagues, group basketball training, private basketball training, basketball camps, full fitness rooms, and lots more.
What started out as a business to solve the problem of inefficiencies with PickUp basketball has turned into a full-service basketball brand.
What are your responsibilities as the founder of the company? What is the happiest part of your daily routine?
In 2011, when we first decided to actually start PickUp USA, I had three primary responsibilities as the co-founder of the company.
The first was providing financing. I liquidated all of my assets to provide the initial capital to start the business. I also kept my job so that we had a steady income.
The second was helping develop the business plan. Together, we formalized the concept and the operating plan for the prototype store.
A third was working at the location. As a cash-strapped startup, we were unable to afford a full staff, so I worked 7 days a week at the club. Jordan handled “on the court” functions, and I worked the “front of house” operations. During this time, we continuously refined the model and adjusted the operating processes.
Today, the business no longer needs capital from me and no longer requires me to be in the trenches of store operations. I maintain a role in providing on-going consultation to the leadership team and ensuring that the principles that were in place when we founded the company are maintained.
What is the significance of innovative ideas in the company?
At PickUp USA, innovation is in the DNA of our company. Much of our innovation comes from the store level because we allow franchisees the ability to innovate at their locations. This doesn’t mean that we don’t have brand standards. Our clubs are expected to deliver a world-class basketball experience to our members and guests. That said, we are always looking to expand our menu by offering new services. Most of our new service ideas come from the store level.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
We are very proud of the culture that we’ve built at PickUp USA. from the corporate office to the franchise owners to all of the staff, guests, and members. As simple as it sounds, we strive to create an environment that people want to be a part of. When people are happy, they are productive.
If you hire the right people, give them resources and support, and allow them the freedom to grow, develop, and learn, you can have a dream team of individuals and a culture that people want to be a part of.
What has made you successful? What do you value?
My success, the success of the business, and the success of our team comes down to two things: attitude and effort. We want people on our team that are bought into our mission and are willing to work for it. That is true for everyone in the organization. We have high expectations for our team, and as the co-founder, it is essential that my attitude and effort are on-point.
What advice would you give someone going into a leadership position in the fitness space for the first time?
Working in the fitness space is like no other environment. It’s energizing and rewarding. At PickUp USA, we create a space for youth and adults to have fun, compete, make friends, and stay healthy. There’s nothing like it.
My advice for someone going into a leadership position in the fitness industry for the first time would be to be yourself, trust your instincts, work hard, drown out any negativity, and work every day to bring your company’s mission to life.
What is your vision for the future of the company?
My vision for the future of the company is that PickUp USA will become a household name so that we can bring A Better Way to Play basketball into every community. It’s important to us that fitness and basketball are accessible to everyone that wants to play, no matter your age, gender, ethnicity, background, or skill level. PickUp USA is for every basketball player and we want our gyms in every community so we can serve this very important mission.
Website: www.pickupusafitness.com
