Selkirk Sport, a leading pickleball paddle and equipment manufacturer, has announced the acquisition of Bread & Butter Pickleball Company, a smaller niche brand that has been well known in the paddle enthusiast community for several years.

According to a news release, the deal allows Selkirk to “reach a broader and increasingly diverse base of pickleball players” while boosting both companies’ platforms as they expand internationally.

Bread & Butter will continue operating with the same branding, product direction and leadership team, according to the release.

“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.”

About the acquisition

Over the past several years, Bread & Butter has built a loyal following through a direct-to-consumer model, and its flagship Loco paddle was widely regarded as one of the best paddles released in 2025.

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Under Selkirk’s ownership, the brand will get access to the company’s expanded distribution network, as well as increased 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,” said Selkirk co-founder and co-CEO Rob Barnes. “Bread & Butter offers a distinct voice, a highly engaged community and a proven product-market fit.”

A few notable details from the news release:

▪️ Bread & Butter’s leadership team and founders (the Sapusek family) remain in place.

▪️ The brand will keep its own website, marketing channels and product roadmap.

▪️ Expanded wholesale and international distribution are planned.

▪️ Future growth categories may include paddles, balls, footwear, apparel and lifestyle products.

“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 of Bread & Butter. “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.”

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For several years industry experts have speculated that larger companies like Selkirk, JOOLA and Paddletek could eventually start buying up the smaller brands as the sport matures. This move marks the second such action in recent months, after Paddletek and Pro XR announced a merger in December.

Selkirk said in its news release that the company and its investment partner — Bluestone Equity Partners — intend to pursue “opportunistic acquisitions across the fragmented pickleball equipment market. The Bread & Butter transaction represents the first step in executing that strategy.”

“We have been clear that building a scaled, global platform in pickleball will require both organic growth and thoughtful consolidation,” said Bobby Sharma, founder and managing partner of Bluestone Equity Partners. “Bread & Butter is exactly the type of brand we look for: authentic, high-performing and resonant with a fast-growing segment of the market. As participation expands internationally, we see a significant opportunity to pair differentiated brands with Selkirk’s infrastructure to accelerate global growth.”

In the short term, the companies will be focused on “ensuring continuity across product, supply chain, IT and operations.”

Wholesale and international distribution efforts, as well as integration across marketing and customer service, will follow later in the year.