Key Takeaways
- Volo Sports launched its Los Angeles platform at Santa Monica Brew Works following its acquisition of Zog Sports
- The company is targeting 15,000 adult league participants in the near term with a long-range goal of 100,000 active members across the region
- A parallel youth initiative aims to enroll more than 10,000 children into free or low-cost sports programming
- Volo plans to partner with Boys and Girls Club, YMCA, and school districts to build after-school and summer sports pipelines
- Adult leagues will include kickball, volleyball, soccer, softball, and potential additions like skee ball
Volo Sports Enters Los Angeles Market
Volo Sports officially launched its Los Angeles platform at Santa Monica Brew Works on January 26, marking the company’s largest West Coast market expansion. The launch follows Volo’s acquisition of Zog Sports and positions Los Angeles as a flagship city for the adult recreational sports platform.
The event featured DJ performances, custom jersey stations, pop-a-shot competitions, and a Lakers versus Clippers watch party. Giovanni Marcantoni, Founder and CEO of Volo Sports, framed the company’s model as community-centered rather than transactional.
“This is intramurals for adults with a social part after, built around playing sports,” Marcantoni said. “It’s a full-circle community, and we’ve set up everything from industry leagues to corporate B2B events.”
Participation Targets and Youth Access Goals
Volo is targeting more than 15,000 adult league participants in the Los Angeles area in the near term. The company’s long-range vision calls for surpassing 100,000 active adult members across the region.
On the youth side, Volo is launching an initiative aimed at enrolling more than 10,000 children into free or low-cost sports programming. The company plans to partner with Boys and Girls Club, YMCA, and local school districts to build after-school leagues, weekend programs, and summer sports pipelines.
“We want kids to grow up seeing sports as part of daily life, not as something reserved for families with resources,” Marcantoni said. “This is about equity of access and building healthier communities from the ground up.”
League Formats and Local Partnerships
Adult leagues will include kickball, volleyball, soccer, and softball. Volo is also exploring creative league formats designed to lower intimidation and increase participation, including a potential skee ball league.
The company has positioned local venue partnerships as central to its model. Santa Monica Brew Works served as the launch partner, with Volo describing these relationships as opportunities to generate consistent foot traffic and neighborhood activation.
DJ Spider, a Santa Monica native who has performed at events including the Golden Globes, Oscars, and Super Bowl, attended the launch and expressed support for the initiative.
“This is needed more than ever,” Spider said. “We need spaces where people can move, connect, and be together in real life.”
Building Civic Sports Infrastructure in Los Angeles
Volo Sports describes its approach as treating recreational sports as civic infrastructure. The company’s model connects youth development, adult leagues, post-game social programming, and corporate engagement into what leadership calls a “full-circle community.”
With Los Angeles set to host the FIFA World Cup and LA28 Olympic and Paralympic Games in the coming years, Volo is entering a market where public interest in sports participation and community wellness programming is expected to increase.
via: SMDP
photo: Volo Kids
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
About Youth Sports Business Report
Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.
Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.
Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:
- Sports sponsorship and institutional capital (Private Equity, Venture Capital)
- Youth Sports events and tournament management
- NIL (Name, Image, Likeness) developments and compliance
- Youth sports coaching and sports recruitment strategies
- Sports technology and data analytics innovation
- Youth sports facilities development and management
- Sports content creation and digital media monetization
Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.
Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.
Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.
Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry
Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn
Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?
Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
About Play Up Partners
Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
Why Sponsor Youth Sports?
Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty.
What Does Play Up Partners Do?
We’ve done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market.
Our Approach
Every partnership we build is rooted in authenticity and value creation. We don’t just broker deals. We craft youth sports marketing strategies that:
- Deliver measurable ROI for brand partners
- Create meaningful experiences for athletes and families
- Elevate the youth sports ecosystem
Our Vision
We’re positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners.
Common Questions About Youth Sports Marketing
Where can I sponsor youth sports? How do I activate in youth sports? What is the ROI of youth sports marketing? How much does youth sports sponsorship cost?
We have answers. Reach out to info@playuppartners.com to learn how Play Up Partners can help your brand navigate the youth sports landscape.
Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.
