Legendary Athletics LLC

 First Place Athletics, owned and operated by Legendary Athletics LLC (acquired in 2022), is a retail store that opened in 1990. Specializing in performance swimming and running and team sales, the business operates in a brick-and-mortar location that houses all our inventory, operations management and logistics, and walk-in traffic and appointments for swimming, walking, and running apparel and equipment. Additionally, the First Place Athletics name is known around the state of Alabama, southern Tennessee and parts of Georgia for integrity, excellence, professionalism and extensive knowledge of our areas of expertise by our busy special event calendar for sporting events and activities. 

 Legendary Athletics LLC, and thereby First Place Athletics, has the edge that no other business similarly modeled does. Our staff are knowledgeable, passionate, and driven to achieve the best results for each customer after providing one-on-one service for all, whether it is on the road or in the store. Not only are we driven to provide exceptional customer service, but we are also driven by data. We examine our sales from a statistical standpoint and make decisions based on the picture they paint – what sells and what doesn’t - as well as from personal experience: we have used the products, we have competed at high levels of competition, we have imparted knowledge through coaching and volunteering, and we love what we do. We understand the pitfalls and challenges that present themselves from both a team and individual perspective and we can help customers solve problems quickly, efficiently, and economically. Our business is focused on impact over income, and it shows. And it will continue to be demonstrated in our numbers as we continue to put people first and products second, because our customers remember and appreciate it, thereby maintaining our loyal base.

 First Place Athletics, which will eventually adopt the name of its parent company Legendary Athletics, is first and foremost a specialty retail store focusing on performance swimming and running apparel and equipment. The store also provides team and off-site event services, as requested by our customers. Each year, we work with over 60 teams in Alabama, Tennessee and Georgia to outfit and equip their teams at the beginning of the season and then we see those teams throughout the year at their swim and running events. We even provide on-site team services for those that do not live within easy distance of the store. 

At present, our full-time team is a small one, consisting of three individuals, and a seasonal staff of up to 7 former or current athletes from the local community. Our full-time team members include: Whitney Morris-Reed, owner, store manager, team sales rep, marketing, HR - Jill of All Trades. She grew up shopping at First Place Athletics and attributes the swimming community in Huntsville to her success in the sport (4-year scholarship to King College, co-captain of the Women's Varsity Swim Team from 2007-2010, all conference team, NAIA Nationals Qualifier from 2006 - 2009, NAIA Top 25 finisher 2006 - 2009, NCAA DII Conference Finalist 2010, NAIA Champion of Character Individual 2007, NAIA Champion of Character Team 2010, coaching positions at the recreation to high school levels in Alabama, Tennessee, and Virginia, trained state qualifiers and finalists). She works hard to ensure each athlete has the support they need to succeed and is in demand around the Southeast for her expertise, knowledge and care expressed during swimsuit fittings, particularly racing/speed/technical suits. She is booked for private team fittings, at present, in no less than three states for the fall of 2024. Thomas Reed, Event Logistics Manager: Thomas hails from a background in baseball, but has jumped into the world of swimming and running with unparalleled passion and enthusiasm. He has a knack for planning and project management, having spent 7 years in construction management in Georgia, and when his wife (Whitney) came to him with this idea to buy a retail store in 2022, he went all in on it even while concurrently running his own business (with Whitney's help of course). Our final full-time team member is Dante Dorsey, former NCAA DII cross country and track & field athlete at UAH, he is the business' Running Specialist. Dante has spent 13 years working at First Place Athletics and we are thrilled he opted to stay on as we move the store from what it has been to what it could be. He recently left a head coaching position of Cross Country and Track & Field of Madison Academy and is now the Head Coach of Cross Country for Calhoun Community College. His other positions have been Assistance Head Coach at Madison Academy and Randolph School. Funding will allow us to hire out the remaining positions on our planned organizational chart, with the eventual plan being to move Dante from his position as Running Specialist to Coach of the Legendary Athletics Racing Team (by Year 7). Other positions include: General Manager, full-time specialists (Swimming and Running, Crossfit, Team Sports), Online Sales Manager, Website Manager, Print Services Manager, Collegiate Coordinator, Team Sales Manager, Events Manager, Marketing Manager, and Graphic Designer. 

Our funding request of $300,000 will allow us to consolidate and eliminate debt, finance our accounts receivable, payroll, maintain our commitments for contractual obligations (asset purchase agreement and rent contract) and have working capital in the ebb and flow of the retail seasons. 

 Legendary Athletics LLC is seeking an investor or a group of investors to raise our $300,000 funding goal. We are open to repayment (loans) vs. equity, and a variety exit strategies.  Investors into this business need to be able to see the vision of what we are trying to accomplish and bring the same level of passion and excitement that we feel daily. This is our life and will be our life’s work. We want to share it with people who feel the same drive as we do. Investors also provide a certain level of mentorship. Therefore, we want to ensure that you have a complete understanding of what we do, how we do it, how we plan to continue doing it, and where we want to grow from here. Without that vision and understanding, it’s a simple business transaction and nothing more. And, while this is a business transaction, it is also coming into the fold of a business that works for the benefit of others, primarily young athletes with hopes and dreams and we want to help them cultivate their passions the way that ours were cultivated as youth. Our investors and partners must see this and have a desire to help us continue to do this. To review our full business plan and see financial forecasts, please reach out to us directly.