Selkirk Acquires Bread & Butter Pickleball Company

"With their platform behind us, we can put our gear in the hands of more players without losing the fun that defines us.” – Doug Sapusek, founder and CEO of Bread & Butter

Just months after raising $30 million at a $200 million valuation, Selkirk today announced the acquisition of Bread & Butter Pickleball Company.

It marks the first step in a strategic vision with Bluestone Equity Partners to seek "opportunistic acquisitions across the fragmented pickleball equipment market."

Florida-based Bread & Butter has one of the strongest brand identities in all of pickleball, known for unapologetic marketing and design-forward, performance-packed paddles to back it up.

None of that is changing.

“As fellow family-founded companies, there is a natural alignment in how we build brands and serve players," said Mike Barnes, co-founder and co-CEO of Selkirk Sport.

"This acquisition allows us to expand our offerings without compromising what makes each brand unique.”

Under Selkirk’s ownership, expect to see a lot more Bread & Butter – both in your social feeds and at your local courts.

More Reach, Same Brand Identity

Bread & Butter has built a loyal following over the years for doing things their own way. Bold, brash, fun.

The Filth has long been a solid Gen-3 option, marked by clean aesthetics and a predictable blend of pop and control. (It was the first "good" paddle I ever bought, in fact.)

But it was the Loco that really put them on the map.

In 2025, the Loco earned Paddle of the Year accolades from many reviewers and media sites. Not to be outdone, The 2025 Dink Awards (a fan-nominated and fan-voted annual awards event) gave the Loco top honors as well.

Going forward, Bread & Butter will maintain its independent brand presence, including its website, marketing channels and product strategy.

If you're unfamiliar with their "brand presence," here's founder and CEO Doug teasing the Selkirk deal yesterday:

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A post shared by Bread and Butter Pickleball Co. (@bnbpickleball)

The existing owners and leadership team, the Sapusek family, will continue to helm brand development, creative marketing and product innovation while Selkirk provides operational scale and support.

“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.

“Selkirk is... 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.”

Selkirk Resets SLK Line with 3 New Sub-$200 Paddles: Dauntless, Geo & Valkyrie

The company announced a complete reset of the SLK by Selkirk lineup, with a stated mission to make high-level performance paddle technology accessible to every skill level.

The Dink PickleballAlex E. Weaver

What Happens Next

For the consumer, it should be business as usual for the most part.

Anyone dying for a Boomstik can go find the color and shape that suits them best and buy at their leisure. Same goes for the Era or any number of new SLK offerings. If it's a Loco you seek, you can grab one of those, too – until supplies last, that is.

Brand integration will reportedly roll out in phases.

According to Selkirk:

• Immediate efforts are focused on ensuring continuity across product, supply chain, IT and operations.
• In the coming months, Selkirk will expand Bread & Butter’s reach through its wholesale and international distribution network.
• Integration across marketing, customer service and program initiatives will follow later in the year.

You should also be on the lookout for new products born from the partnership, including paddles, balls, footwear, apparel and lifestyle.

The Possibilities Seem Endless

In any acquisition that involves a big established brand and a smaller, scrappier upstart, there will be speculation around brand dilution, selling out, and some of the magic that made each company feel unique to its core audience getting lost in corporate translation.

I don't have a crystal ball. But I have come to know both of these brands quite well over the years. Both are innovative, customer-centric, and wholly invested in the growth of the sport for many, many years to come.

Could this mean we see a Loco with InfiniGrit somewhere in the future? New shapes or colors? A "Loco Pro" or some other iteration? Perhaps.

Will Selkirk tinker or change one of the most beloved paddles in all of pickleball? I highly doubt it.

Undoubtedly, though, this partnership will mean more Locos for the masses. More innovative paddles from the mind of Doug Sapusek. Maybe even PPA pros sponsored by Bread & Butter at some point.

Generally just more of one of the most unique and beloved brands in the sport.

That's a good thing.