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2026 Who Brands. All information is provided for educational purposes. Brand names and logos are trademarks of their respective owners.

  1. Home
  2. Brands
  3. Sports
  4. ATEC
ATEC logo
Sports

Who Owns ATEC?

ATEC is owned by Wilson Sporting Goods, which is itself a subsidiary of Amer Sports (NYSE: AS). Wilson acquired ATEC from Sport Supply Group at a date not publicly disclosed. ATEC is headquartered in Sparks, Nevada, USA, and manufactures pitching machines, batting tees, and training screens for baseball and softball use at all competitive levels.

Parent Company

Amer Sports Inc.

Founded

1991

Status

Publicly Traded

Headquarters

Sparks, Nevada, USA

ATEC Timeline

1950
Amer Sports Inc.

Parent company established in Helsinki, Finland

Company Founded
1991

ATEC

Founded by Dick Birmingham

Founded
mid rangepremiumUnited Statesall-agesOfficial Website

Who Owns ATEC?

  • Parent Company: Amer Sports Inc.
  • Ownership Type: Wholly owned
  • Company Type: Publicly Traded
  • Stock Ticker: NYSE: AS
BrandParent CompanyOwnership Type
ATECAmer Sports Inc.Wholly owned

Where to Buy

Disclosure: We may earn commission from purchases
AmazonATEC on Amazon

History of ATEC

  • Founded: 1991
  • Founders: Dick Birmingham

ATEC was founded in 1991 by Dick Birmingham in Sparks, Nevada. Birmingham established the company to manufacture training equipment specifically for baseball and softball practice environments. The initial product focus was pitching machines, which automate the delivery of pitches to allow batters to practice without needing a live pitcher.

Through the 1990s and early 2000s, ATEC built relationships with high school and college baseball programs, professional team practice facilities, and independent training academies. The brand developed a reputation for pitching machine durability and pitch accuracy. Product lines expanded to include batting tees, protective nets and screens, and training accessories.

Sport Supply Group, a Texas-based institutional sporting goods distributor, acquired ATEC at some point in the brand's history. Sport Supply supplied equipment to schools, recreation departments, and athletic programs at institutional scale, which gave ATEC wider distribution into the education and team sports market.

Wilson Sporting Goods subsequently acquired ATEC from Sport Supply Group. The acquisition folded ATEC into Wilson's baseball and softball equipment portfolio alongside Louisville Slugger, DeMarini, and EvoShield. ATEC maintained its Nevada operations and brand identity after the acquisition rather than being merged into another Wilson product line.

About Amer Sports Inc.

What does Amer Sports own?
Amer Sports owns premium sports and outdoor brands including Arc'teryx, Salomon, Wilson, Peak Performance, Atomic, Suunto, Armada, Louisville Slugger, and DeMarini. The company operates through three segments: Technical Apparel, Outdoor Performance, and Ball and Racquet.

Is Amer Sports publicly traded?
Yes. Amer Sports trades on NYSE under ticker AS. The company IPO'd in February 2024 at $13 per share, raising approximately $1.37 billion. The Anta Sports-led consortium retains controlling ownership of approximately 52% of shares.

Who founded Amer Sports?
Amer Sports was founded in 1950 as Amer Tobacco, a Finnish tobacco company, by Eduard Hjelt. The company diversified into sporting goods in the 1970s and changed its name to Amer Sports. It acquired Wilson in 1989, Salomon in 2005, and Arc'teryx in 2002.

Where is Amer Sports headquartered?
Amer Sports is headquartered in Helsinki, Finland. The company has corporate offices in Munich, Krakow, New York, and Shanghai. Operations span 40 countries, and products are sold in over 100 countries.

How many brands does Amer Sports own?
Amer Sports owns approximately 10 sports and outdoor brands. The most recognizable are Arc'teryx, Salomon, Wilson, Peak Performance, Atomic, and Suunto. The portfolio is focused on premium and technical products.

Who owns Amer Sports?
Amer Sports is controlled by a consortium led by Anta Sports Products Ltd., a Chinese sportswear company listed on the Hong Kong Stock Exchange. The consortium, which also includes Tencent Holdings and FountainVest Partners, acquired Amer Sports in 2019 for approximately $5.2 billion and retains approximately 52% ownership after the 2024 IPO.

What is Amer Sports' revenue?
Amer Sports reported FY2025 revenue of $6.57 billion, up 27% from $5.18 billion in FY2024. Operating profit was $701.8 million, up 49% year over year. Net income attributable to equity holders was $427.4 million.

  • Founded: 1950
  • Headquarters: Helsinki, Finland
  • Company Type: Publicly Traded
  • Stock: NYSE: AS
  • Revenue: $6.57 billion (FY2025)
  • Employees: Approximately 15,400

Visit Amer Sports Inc. website

View full company profile for Amer Sports Inc.

Where Is ATEC Made / Based?

  • Headquarters: Sparks, Nevada, USA
  • Manufacturing / Operations: United States

ATEC Categories & Tags

Training EquipmentPitching MachinesBaseball TrainingSoftball TrainingSports Equipment

ATEC Sustainability & Ethics

ATEC does not publish its own sustainability disclosures. Environmental and social responsibility reporting is handled at the Amer Sports corporate level. Amer Sports' sustainability program focuses on product lifecycle responsibility, supply chain labor standards, and carbon reduction across its brand portfolio.

Amer Sports published a Sustainability Report for fiscal year 2023 outlining group-wide targets including a reduction in absolute Scope 1 and 2 greenhouse gas emissions by 50% by 2030 against a 2021 baseline. The report covers brands including Arc'teryx, Salomon, and Wilson. ATEC is not separately mentioned in the report as a discrete reporting unit.

Wilson Sporting Goods' parent publishes a supplier code of conduct requiring adherence to ILO labor standards, prohibition of child labor and forced labor, and environmental compliance at manufacturing sites. Amer Sports performs supplier audits through third-party audit programs. No specific audit findings or violations at ATEC's manufacturing facilities have been publicly reported.

ATEC training equipment has a relatively long product lifespan by sporting goods standards. Pitching machines are mechanical and electronic devices designed for multi-year use. The durability of the product line has an incidental sustainability benefit in reducing replacement frequency compared to consumable sports goods.

Awards & Recognition

ATEC has not received major industry awards tracked by public sporting goods or manufacturing trade bodies as of June 2026. The brand's recognition is primarily reputational, built through coach recommendations and use at professional and college facilities.

ATEC pitching machines are used at Major League Baseball spring training facilities and by NCAA Division I programs. Use by professional and college teams is referenced in ATEC marketing materials and has contributed to the brand's standing in the market as a training-grade product.

ATEC has no standalone product recall history as of June 2026 and no documented product safety enforcement actions from the US Consumer Product Safety Commission (CPSC).

ATEC Recalls & Controversies

ATEC has no documented product recalls from the US Consumer Product Safety Commission (CPSC) as of June 2026. No enforcement actions, class action lawsuits, or significant product liability judgments have been publicly reported against ATEC by name.

Amer Sports, ATEC's ultimate parent, has no documented regulatory actions specific to ATEC or Wilson's training equipment lines as of June 2026.

The broader context: Amer Sports went public on the NYSE in February 2024 with backing from Chinese conglomerate Anta Sports Products (HKG: 2020), which owns approximately 52% of Amer Sports. This ownership structure has attracted regulatory attention in the context of US-China trade policy discussions, though no specific enforcement action related to Amer Sports' US-based brands including Wilson or ATEC had been initiated as of June 2026.

Brands Owned by Amer Sports Inc.

Arc'teryxSports

Arc'teryx

Owned by Amer Sports Inc.

Canadian premium outdoor apparel and equipment brand known for technical mountain clothing, owned by Amer Sports (NYSE: AS), which is majority-owned by Anta Sports.

outdoorapparelequipment
ArmadaSports

Armada

Owned by Amer Sports Inc.

American manufacturer of freestyle skis, ski boots, poles, and technical outerwear, known for athlete-driven innovation and freestyle skiing culture.

freestyle-skisskiing-equipmentski-boots
AtomicSports

Atomic

Owned by Amer Sports Inc.

Austrian alpine ski equipment brand founded in 1955, owned by Amer Sports. Makes skis, boots, bindings, and poles used by recreational skiers and World Cup racers worldwide.

skiing-equipmentalpine-skiingwinter-sports
SalomonSports

Salomon

Owned by Amer Sports Inc.

French outdoor sports equipment brand owned by Amer Sports, with Salomon footwear momentum accelerating globally in 2025 as a key growth driver alongside Arc'teryx in Amer Sports' record-breaking financial performance.

skiing-equipmentoutdoor-geartrail-running
WilsonSports

Wilson

Owned by Amer Sports Inc.

American sports equipment company specializing in ball sports equipment, including tennis rackets, basketballs, baseballs, golf clubs, and other sporting goods.

sports-equipmenttennis-racketsbasketballs
View all brands owned by Amer Sports Inc.

ATEC Ownership: Pros & Cons

Advantages

  • +Specialized focus on training equipment innovation
  • +Integration with Wilson's comprehensive baseball equipment portfolio
  • +Strong relationships with coaches and training facilities
  • +Access to Wilson's global distribution and marketing resources
  • +Reputation for quality and durability in training equipment

Considerations

  • -Dependence on baseball and softball participation rates
  • -Competition from other training equipment manufacturers
  • -Need for continuous innovation in training technology
  • -Seasonal factors affecting sports equipment sales
  • -Market education requirements for new training methodologies

Frequently Asked Questions About ATEC

Sources & Further Reading

  • ATEC Official Website -
  • Wilson Sporting Goods Official Website -
  • Amer Sports Investor Relations -
  • SEC EDGAR: Amer Sports (AS) filings -
  • NYSE: Amer Sports (AS) -
  • Amer Sports Sustainability Report 2023 -
  • Wikidata: Amer Sports entity -
  • US Consumer Product Safety Commission recall database -
  • Wikidata: Wilson Sporting Goods entity -

Competitors to ATEC

These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.

BrandParent CompanyCountryFoundedMarket PositionPrimary MarketGender Target
First PitchFirst Pitch
First Pitch
USA
2004
Mass marketUnited statesAll Genders
Hack AttackHack Attack
Sports Attack
USA
2000
PremiumUnited statesAll Genders
Heater SportsHeater Sports
Heater Sports
USA
2006
Mass marketUnited statesAll Genders
JUGS SportsJUGS Sports
Jugs Sports
USA
1971
Mass marketUnited statesAll Genders
Spinball SportsSpinball Sports
Spinball Sports
USA
2003
Mass marketUnited statesAll Genders

Learn More About Competitors

First PitchSports

First Pitch

Owned by First Pitch, Inc.

American baseball and softball pitching machine brand based in Maple Plain, Minnesota, USA, offering mid-range training equipment.

pitching-machinebaseball-trainingsoftball-training
Hack AttackSports

Hack Attack

Owned by Sports Attack, LLC

Premium three-wheel baseball and softball pitching machine brand made by Sports Attack in Verdi, Nevada, USA.

pitching-machinebaseball-trainingsoftball-training
Heater SportsSports

Heater Sports

Owned by World Sports Products, Inc.

Budget-friendly baseball and softball pitching machine brand based in Saint George, Utah, USA, owned by World Sports Products.

pitching-machinebaseball-trainingsoftball-training
JUGS SportsSports

JUGS Sports

Owned by JUGS Sports, Inc.

American baseball and softball training equipment brand known for pitching machines, based in Tualatin, Oregon, USA.

pitching-machinebaseball-trainingsoftball-training
Spinball SportsSports

Spinball Sports

Owned by Spinball Sports, LLC

American pitching machine brand offering two-wheel and three-wheel baseball and softball trainers, based in Mount Vernon, Illinois.

pitching-machinebaseball-trainingsoftball-training

Competitive Analysis

Market Positioning: ATEC competes with 5 brands in the same categories, ranging from mass market to luxury positioning.

Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.

Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.

Independent Alternatives to ATEC

Looking for brands with different ownership structures? These similar brands are not owned by Amer Sports Inc., giving you alternative choices that support different corporate structures.

First PitchSports

First Pitch

Owned by First Pitch, Inc.

American baseball and softball pitching machine brand based in Maple Plain, Minnesota, USA, offering mid-range training equipment.

pitching-machinebaseball-trainingsoftball-training
Privately Owned

First Pitch is privately owned, unlike ATEC which is under a publicly traded parent company.

Hack AttackSports

Hack Attack

Owned by Sports Attack, LLC

Premium three-wheel baseball and softball pitching machine brand made by Sports Attack in Verdi, Nevada, USA.

pitching-machinebaseball-trainingsoftball-training
Privately Owned

Hack Attack is privately owned, unlike ATEC which is under a publicly traded parent company.

JUGS SportsSports

JUGS Sports

Owned by JUGS Sports, Inc.

American baseball and softball training equipment brand known for pitching machines, based in Tualatin, Oregon, USA.

pitching-machinebaseball-trainingsoftball-training
Privately Owned

JUGS Sports is privately owned, unlike ATEC which is under a publicly traded parent company.

Spinball SportsSports

Spinball Sports

Owned by Spinball Sports, LLC

American pitching machine brand offering two-wheel and three-wheel baseball and softball trainers, based in Mount Vernon, Illinois.

pitching-machinebaseball-trainingsoftball-training
Privately Owned

Spinball Sports is privately owned, unlike ATEC which is under a publicly traded parent company.

BillabongSports

Billabong

Owned by Authentic Brands Group

Australian surf lifestyle brand specializing in apparel, equipment, and accessories for surfing, swimwear, and beach culture.

surf-brandswimwearbeach-culture
Privately Owned

Billabong is privately owned, unlike ATEC which is under a publicly traded parent company.

Element SkateboardsSports

Element Skateboards

Owned by Authentic Brands Group

American skateboard brand founded in 1992, producing decks, apparel, and accessories with a focus on environmental consciousness and skate culture. Owned by Authentic Brands Group.

skateboardsskate-apparelaction-sports
Privately Owned

Element Skateboards is privately owned, unlike ATEC which is under a publicly traded parent company.

Amer Sports Inc. Stock Information

Jobs at Amer Sports Inc.

Latest News About ATEC

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Last reviewed: June 2, 2026 · Reviewed by Who Brands Editorial Team