In the relentless pursuit of career milestones, revenue targets, and household responsibilities, physical well-being often becomes collateral damage. Modern professionals are wired to hustle early mornings, endless meetings, late-night emails, leaving little room for movement beyond a desk chair. The irony is hard to ignore: while striving to build a better life, we compromise the very foundation that sustains it, our health. Yet, amidst this imbalance, a new wave of purpose-driven fitness spaces is emerging, designed not just to train the body but to reframe how we perceive fitness. At the intersection of athletic discipline and entrepreneurial insight stands a unique concept: a basketball-centric gym franchise that revives the joy of sport while delivering serious physical conditioning. This isn’t just about shooting hoops but about reigniting the competitive spirit in every professional. At the heart of this movement is Jordan Meinster, CEO at PickUp USA Fitness, a visionary turning passion for the game into a nationwide fitness revolution.

Court Capital

The company operates under two primary verticals: Adult Services and Youth Services, each strategically designed to serve distinct market segments while driving diversified revenue streams.

Adult Services encompass access to weight rooms, open gym facilities, private training sessions, and the brand’s flagship offering, officiated PickUp basketball games. These experiences not only deliver high-value engagement for members but also account for a significant portion of adult membership and personal training revenue.

Youth Services center around private coaching and structured Youth Development Basketball Leagues, which are engineered to cultivate athletic skills within a secure, supportive, and professionally managed environment. These programs contribute to sustained revenue through recurring youth memberships and training packages.

Beyond these core offerings, the business leverages two complementary revenue channels: merchandise sales and court rentals. Branded merchandise reinforces brand identity and community, while court rentals optimize facility usage and enhance profitability. Each service is meticulously curated to deliver a premium guest experience and offer franchisees a robust, basketball-focused business model.

Scaling with Intention

The pivotal moment in Jordan’s entrepreneurial journey came with a strategic transition from a traditional gym operation to a scalable franchise model. Once the unit economics were validated and the operating framework proved replicable, the path to expansion became clear. Franchising enabled the brand to rapidly enter new markets, leveraging local ownership to enhance accountability, performance, and customer connection at the ground level.

Equally transformative was his evolution as a leader. In the early stages, he functioned as the technician, overseeing games, managing memberships, training staff, troubleshooting equipment, and even answering phones. While this hands-on approach provided invaluable insight into every facet of the business, it also became a growth bottleneck.

True scalability began when he embraced the role of a strategic leader and builder of teams. By surrounding himself with professionals who often surpassed his expertise in key areas, he unlocked a new phase of growth. This shift led to the creation of robust systems, spanning training, marketing, technology, and operational playbooks, forming the backbone of the company’s enduring and scalable growth strategy.

Operational Intelligence

Jordan has embedded feedback loops at every level of the organization, franchisees, members, and staff, making continuous improvement a core business principle. Input from the field directly informs updates to operational playbooks, marketing strategies, and training tools. This culture of agility and responsiveness is central to how the brand evolves.

One of the most impactful outcomes of this feedback-driven approach has been the development of Digital Stack, a centralized marketing platform designed in close collaboration with franchisees. Digital Stack empowers local operators with access to branded marketing assets, campaign scheduling, performance tracking, and email tools all within a single, user-friendly interface. It ensures that while marketing becomes more effective and data-driven, it also remains aligned with brand standards.

On the operational side, digital tools are integrated into guest-facing functions like check-ins, scheduling, and communications to create a seamless and professional user experience.

To ensure consistent excellence across the network, the company relies on FranConnect, an advanced learning management system that delivers structured training and operational resources to every franchise location. From onboarding videos and job templates to sales scripts and checklists, FranConnect enables system-wide standardization. Whether a team member is based in California or Florida, they receive the same high-quality onboarding and operational training, reinforcing the brand’s commitment to scalability, consistency, and long-term franchisee success.

Structured Resilience

Jordan and his team transformed the unpredictability of unstructured open gym basketball into a disciplined, scalable business model rooted in structure, safety, and professionalism. Referees officiate PickUp games, certified coaches lead youth leagues, and all staff are trained in hospitality to ensure a high-quality, consistent experience. This is not a recreational center or a typical rental facility it is a basketball club operated with intentional design and a commitment to excellence.

Customer proximity remains a core principle of the business. The organization tracks key performance metrics such as sales trends, guest feedback, and franchisee P&L data to guide strategic decisions. Rather than reacting impulsively to market volatility, Jordan takes a measured approach. The team reviews performance data, identifies winning strategies, and reinforces what works.

This mindset, focused, data-driven, and resilient, has enabled the business to navigate shifts in consumer behavior, macroeconomic changes, and broader industry disruptions with confidence and agility.

Precision-Driven Growth

At the core of Jordan’s business philosophy are three guiding priorities: delivering an exceptional guest experience, ensuring franchisee success, and maintaining disciplined execution. Rather than pursuing a scattered array of initiatives, the organization is sharply focused on one objective: operating the best basketball gyms in the country.

This clarity of purpose is supported by a leadership framework known internally as SERR: Strategy, Engineer, Recruit, Resource. It begins with setting a clear strategy, followed by engineering the systems required for flawless execution. The next step involves recruiting high-performing talent, A-Players capable of driving results, and equipping them with the tools, training, and support needed to succeed.

This model not only streamlines decision-making but also ensures that every layer of the organization operates in alignment. Under Jordan’s leadership, SERR has become more than a framework it’s a playbook for sustainable growth, operational precision, and long-term franchise success.

Focused Leadership

One of the greatest challenges facing leaders today is the constant barrage of distractions. With data overload, noise, and endless reactive tasks, it’s easy to lose sight of what truly matters. Jordan emphasizes the importance of intentionally structuring each day around a well-prioritized to-do list, rather than allowing the inbox to dictate the agenda. For him, strategy should drive day-to-day operations, not the other way around. At PickUp USA, this principle is instilled across the team. The focus is placed on high-leverage activities, while established systems are designed to manage everything else efficiently. This approach allows the leadership team to stay aligned with long-term goals, ensuring that every action taken moves the business forward.

Strategic Agility

Jordan’s approach centers on staying closely connected to customers and measuring key metrics sales trends, guest feedback, and franchisee P&Ls. This data-driven mindset allows the company to adapt effectively. When market conditions shift, the team remains calm, focusing on what’s working and doubling down on successful strategies. This adaptability has been crucial in navigating changes in consumer behavior, economic fluctuations, and industry transformations.

Experience-Driven Success

For Jordan, guest experience is paramount, it drives referrals, renewals, and retention. It’s the key reason members choose his facilities over cheaper or less structured alternatives. Every interaction is treated as a brand moment, from officiating games to greeting guests. This attention to detail ensures high member satisfaction, keeps clubs full, and supports franchisee success.

Strategic Momentum

Jordan is focused on the future, energized by the strong systems and growing brand momentum at PickUp USA. While proud of current achievements, his excitement lies in what’s ahead: expanding into new markets, improving the guest experience, and raising the bar on quality and service. With a strategic focus on technology, operations, and franchisee support, Jordan is ensuring the brand scales effectively without compromising its unique experience.

The company’s growth is rooted in a team culture of ownership, accountability, and action. By recruiting top talent and prioritizing clear communication, Jordan ensures the organization moves swiftly in a dynamic environment. The success of franchisees is integral to the brand’s performance, with comprehensive support ranging from launch plans to financial systems.

Looking forward, Jordan sees vast opportunities in the basketball-focused fitness sector and is positioning PickUp USA to lead the category as it expands across the U.S. The best, according to Jordan, is yet to come.