Selkirk Sport has taken another bold step in what it trumpets as a “player-first mission”: acquiring the Bread & Butter Pickleball Company.
The move expands Selkirk’s reach to a broader, more diverse base of players. In 2020, Selkirk launched SLK by Selkirk, a performance-driven line designed to make pickleball more accessible. Bread & Butter, a design-forward brand that has quickly carved out its own space in the sport, now joins that portfolio, offering a distinct identity and a loyal following built on bold design, irreverent branding, and authentic connection to players.
“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.”
Founded with a focus on fun and unconventional culture, Bread & Butter has thrived through a direct-to-consumer model. Its flagship Loco paddle earned “Paddle of the Year” honours in 2025, proof of its ability to combine distinctive design with elite performance. Under Selkirk’s ownership, the brand will benefit from expanded distribution, scaled marketing, and global reach.
“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.”
Bread & Butter Founders Won’t Be Pushed Out, Says Selkirk Sport
The Sapusek family, who founded Bread & Butter, will remain at the helm, ensuring the brand retains its independent presence, creative marketing, and product innovation.
“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. “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.”
The acquisition also reflects Selkirk’s partnership with Bluestone Equity Partners, which invested in December 2025 to support strategic consolidation in the fragmented pickleball equipment market. “Bread & Butter is exactly the type of brand we look for: authentic, high-performing, and resonant with a fast-growing segment of the market,” said Bobby Sharma, founder and managing partner of Bluestone Equity Partners.
Integration will roll out in phases, beginning with product, supply chain, IT, and operations. Bread & Butter paddles will now carry a one-year warranty, while Selkirk plans to expand the brand’s reach through wholesale and international distribution. Future opportunities include new paddles, balls, footwear, apparel, and lifestyle products.
