Ep. 039: Intern to Owner | Building a Youth Sports Powerhouse w/ Jake Shandri
- Ryan Snaadt
- 2 days ago
- 4 min read
From Intern to Owner: Building a Youth Sports Powerhouse in Central Iowa with Jake Shandri
In the world of Central Iowa business, few industries have seen a transformation quite like youth athletics. What used to be a landscape of volunteer-run recreational leagues has evolved into a sophisticated, multi-million dollar ecosystem of professionalized training, apparel, and facility management.
In a recent episode of the Rhymes with Odd Podcast, host Ryan Snaadt sat down with Jake Shandri, partner at SportsPlex West and Sportsman, to discuss the business of sports, the grit required to scale a service-based company, and the massive new developments hitting the Des Moines metro.
For Des Moines business owners and marketers, Shandri’s journey from a college intern to a key stakeholder in a regional sports empire offers a masterclass in identifying market gaps and executing a long-term vision.
The Evolution of Youth Sports in Des Moines
Ryan Snaadt opened the conversation by highlighting the shift in how youth sports operate today. For many "local" business owners who grew up in small-town Iowa, sports were seasonal and parent-led. However, Shandri and his partners, Mike Mahoney and Pat Yonic, saw an opportunity to create a year-round "on-ramp" for athletes.
By providing a professionalized structure for baseball (Sticks Baseball), volleyball (PowerPlex), and basketball (Battlers), they moved away from the volatile "rental" model and toward a programmed membership model.
Why the "Programmed" Model Wins in Business
Early on, SportsPlex West relied on renting turf for $100 an hour. As any Des Moines entrepreneur knows, a rental-only model caps your revenue at the number of hours in a day. To scale, Shandri and his team shifted to internal programming.
By owning the clubs that use the facilities, they gained:
Predictable Recurring Revenue: Seasonal and annual club fees provide a stable cash flow compared to one-off rentals.
Vertical Integration: They didn't just provide the field; they started providing the coaching, the tournaments, and eventually, the uniforms and apparel.
Brand Loyalty: Athletes stay within the "ecosystem" from elementary school through college recruitment.
From "Do or Die" Intern to Strategic Partner
One of the most compelling parts of the interview for local marketers and aspiring entrepreneurs is Shandri’s career trajectory. When he started as an intern, the business was in a precarious "do or die" phase. The founders had recently quit their teaching and coaching jobs to pursue the business full-time.
Shandri wasn’t handed a high-paying salary; he started on straight commission. He had to "earn his keep" by building the strength and conditioning department from the ground up.
Key Takeaway for Business Leaders: Shandri’s success came from his "intrapreneurial" spirit. He looked for holes in the organization—like the lack of a dedicated strength program—and filled them. This eventually led to a partnership offer 14 years ago, proving that investing in talent that thinks like an owner is the best way to scale a Des Moines small business.
Solving the "Apparel Problem" in Central Iowa
As SportsPlex West grew, they encountered a classic logistical bottleneck: uniforms. No local or national supplier could keep up with the volume and quality they required.
Instead of complaining about the lack of vendors, they became the vendor. They launched their own apparel and uniform line to ensure their teams "looked the part." This pivot didn't just solve an internal problem; it created a new revenue stream (and an apparel account service) that they could offer to other clubs.
Marketing and the Power of Naming Rights
For Des Moines marketers, the most exciting development discussed by Ryan Snaadt and Jake Shandri is the rise of Sportsman. This wing of the company focuses on the high-level business development and "back-office" needs of sports facilities.
Shandri noted that sports facilities often have low profit margins. To combat this, they have become experts in Naming Rights and Sponsorships.
The ROI of Naming Rights
Shandri’s team is currently facilitating deals where local CEOs and decision-makers slap their brand names on complexes and fields. Why?
Unrivaled Impressions: Thousands of families from across the Midwest travel to these complexes every weekend.
Community Goodwill: Sponsoring a youth facility builds deep brand affinity with parents and local families.
High-Level Networking: As Shandri mentioned to Snaadt, these deals often start with a marketing manager but end with a dinner with the CEO.
The Norwalk Mega-Complex: A New Showroom for Iowa
The future of the organization is anchored in Norwalk, Iowa. Shandri detailed the massive 22-acre development that is currently transforming the landscape south of Des Moines.
This isn't just a gym; it’s a "lifestyle" sports destination. The project includes:
12 Acres of Turf: A "pod system" that can host everything from baseball to football.
Public-Private Partnership: A 55,000-square-foot indoor facility built in conjunction with the City of Norwalk.
Mullets Restaurant: Bringing the iconic downtown Des Moines vibe to the suburbs.
D1 Training & Golf Simulators: Ensuring the facility is used by adults and elite athletes alike.
By partnering with the city, Shandri’s team ensured they weren't "cannibalizing" each other. Instead, they created a synergistic environment where the city handles recreation and SportsPlex handles elite, competitive programming.
Final Thoughts for the Des Moines Business Community
Jake Shandri’s story, as told on the Rhymes with Odd Podcast, is a testament to the power of persistence and diversification. By moving from a service-only model to a multi-faceted empire involving real estate, apparel, consulting, and marketing, he has helped build a recession-proof business that serves the Iowa community.
As Ryan Snaadt concluded, the commitment of "sports parents" is the engine that drives this industry. For businesses in Greater Des Moines, the lesson is clear: find a passionate audience, identify the gaps in their experience, and build the infrastructure to support them.
Watch the Full Episode
To hear the full story of the Norwalk development and Shandri’s advice on scaling a business in Iowa, check out Ep. 039 of the Rhymes with Odd Podcast with Ryan Snaadt on YouTube or your favorite podcast platform.
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