Who Owns Heater Sports?
Heater Sports is owned by World Sports Products, Inc., a privately held company based in Saint George, Utah, USA. The brand was founded by Cole Lay, who set out to build affordable pitching machines after being unable to find a low-priced option when he was growing up. Heater Sports operates as a wholly-owned brand of World Sports Products. The company is not publicly traded and remains independently owned.
Parent Company
World Sports Products, Inc.
Founded
2006
Status
Private
Headquarters
Who Owns Heater Sports?
- Parent Company: World Sports Products, Inc.
- Ownership Type: Wholly owned
- Company Type: Privately Held
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Heater Sports | World Sports Products, Inc. | Wholly owned |
History of Heater Sports
- Founded: 2006
- Founders: Cole Lay
Cole Lay founded Heater Sports driven by a personal frustration. When he was growing up, he could not find an affordable pitching machine. Most machines on the market were expensive, designed for professional or institutional buyers. Lay set out to build a low-priced alternative so that families and young players could afford training equipment at home.
The HEATER trademark was filed on August 8, 2006, and registered in December 2007. The company was initially based in Mountain View, California, before relocating to Saint George, Utah. The current address is 95 West 650 South, St. George, UT 84770. Saint George is in southwestern Utah, near the Arizona and Nevada borders.
The early Heater product line focused on affordable pitching machines for backyard and home use. The machines were designed to be simple, dependable, and priced well below premium competitors like JUGS and Hack Attack. The brand's tagline, "Turning Little Leaguers into Big Leaguers," reflected its target market: families and youth players rather than professional organizations.
Heater Sports expanded its product range over time. The current catalog includes pitching machines for baseball and softball, batting cages, and swing training aids. The company also produces equipment for other sports, including golf, pickleball, and cricket. This diversification beyond baseball and softball gives World Sports Products a broader revenue base than single-sport competitors.
The combo machine is a key product category for Heater Sports. These machines handle both baseball and softball, allowing families with players in both sports to use a single device. The combo approach is common in the budget segment, where buyers want versatility at a low price point.
Heater Sports sells directly through its website, heatersports.com, and through third-party retailers. The company offers free ground shipping and a 30-day money-back guarantee. Products come with a parts and labor warranty. The direct-to-consumer sales model helps keep prices low by avoiding retail markups.
As of 2026, Heater Sports has been in business for approximately 20 years. The company remains small and privately held. Its customer base consists primarily of families, youth league coaches, and backyard training enthusiasts who prioritize affordability over premium features.
About World Sports Products, Inc.
What is World Sports Products?
World Sports Products, Inc. is a privately held American sporting goods company based in Saint George, Utah. The company does business as Heater Sports and was founded by Cole Lay. It designs and sells budget-friendly pitching machines, batting cages, and training aids for baseball, softball, and other sports, including golf, pickleball, and cricket. The company sells directly through its website with free ground shipping and a 30-day money-back guarantee.
Who owns World Sports Products?
World Sports Products, Inc. is owned by its founder, Cole Lay, also known as William Coleman Lay. There is no parent company, no private equity backer, and no outside investors. Lay serves as president and lead inventor. The company has been independently owned since its founding and has never taken outside investment.
Is World Sports Products publicly traded?
No. World Sports Products, Inc. is a privately held corporation. It is not listed on any stock exchange and does not file public financial reports. Revenue and employee figures are not publicly disclosed. The company has been independently owned since its founding.
When was World Sports Products founded?
World Sports Products was founded by Cole Lay. The HEATER trademark was filed with the US Patent and Trademark Office on August 8, 2006, and registered in December 2007. The company was initially based in Mountain View, California, before relocating to Saint George, Utah. Lay founded the company after being unable to find an affordable pitching machine when he was growing up.
Who founded World Sports Products?
Cole Lay, also known as William Coleman Lay, founded World Sports Products, Inc. He is the president of the company and the lead inventor behind the Heater Sports brand. Lay holds multiple patents related to pitching machine design, filed under the name William Coleman Lay and assigned to World Sports Products, Inc. He started the company to create affordable training equipment for families and youth players.
Where is World Sports Products based?
World Sports Products, Inc. is based at 95 West 650 South in Saint George, Utah, USA. Saint George is a city in southwestern Utah near the Arizona and Nevada borders. The company was initially based in Mountain View, California, based on the original trademark filing, before relocating to Utah. Customer service and warranty support are handled from the Saint George address.
What products does Heater Sports sell?
Heater Sports sells budget-friendly pitching machines for baseball and softball, including combo models that handle both sports. The product range also includes backyard batting cages, swing training aids, and equipment for golf, pickleball, and cricket. The company offers free ground shipping and a 30-day money-back guarantee through its website, heatersports.com. Products come with a parts and labor warranty.
- Founded: 2006
- Headquarters: Saint George, Utah, USA
- Company Type: Privately Held
- Revenue: Not publicly disclosed
- Employees: Not publicly disclosed
Where Is Heater Sports Made / Based?
- Headquarters: Saint George, Utah, USA
- Manufacturing / Operations: United States
Heater Sports Categories & Tags
Heater Sports Sustainability & Ethics
Heater Sports does not publish a sustainability report and is not a Certified B Corporation. As a small manufacturer of sports training equipment, the company's environmental footprint is limited. The company does not publicly disclose carbon emissions, supply chain audits, or materials sourcing policies.
The company lists its products as made in the United States and operates from Saint George, Utah. Domestic operations reduce shipping distances for US customers. Heater Sports does not publicly state what percentage of components are US-sourced versus imported.
No independent certifications such as Leaping Bunny, PETA, or Fair Trade apply to Heater Sports products, as these programs typically cover personal care, apparel, and food categories. The company has not faced public scrutiny over environmental or labor practices.
Heater Sports Ownership: Pros & Cons
Advantages
- +Budget pricing makes pitching machines accessible to families and youth coaches who cannot afford premium brands
- +Combo machines that handle both baseball and softball provide versatility for multi-sport families at a single price point
- +Direct-to-consumer sales model with free shipping and a money-back guarantee reduces purchase risk and keeps prices low
- +US-based operations in Saint George, Utah support domestic customer service and warranty support
- +Multi-sport product range spanning baseball, softball, golf, pickleball, and cricket diversifies revenue beyond a single category
Considerations
- -Budget positioning means machines lack the advanced features, pitch variety, and build quality of premium competitors like Hack Attack and the JUGS BP3
- -Revenue and employee data are not publicly disclosed, making independent financial assessment difficult
- -Very small company size limits customer support capacity and product development resources
- -Minimal social media presence and limited brand recognition outside of budget-focused search traffic constrain market reach
- -The company does not publicly disclose detailed manufacturing or component sourcing information, limiting supply chain transparency
Frequently Asked Questions About Heater Sports
Sources & Further Reading
- Heater Sports Official Website -
- Pitching Machine Stop: Heater Sports Brand Overview -
- Cole Lay LinkedIn Profile -
- Heater Sports LinkedIn Company Page -
- HEATER Trademark (USPTO, Reg #3352369) -
- William Coleman Lay Inventor Profile (US Patents) -
- Catchers Home: Heater Pitching Machines Guide -
- Heater Sports Power Alley 360 Lite Owner's Manual -
Where to Buy
Disclosure: We may earn commission from purchases
Heater Sports on AmazonCompetitors to Heater Sports
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| First Pitch | USA | 2004 | Mass market | United states | All Genders | |
| Sports Attack | USA | 2000 | Premium | United states | All Genders | |
| Jugs Sports | USA | 1971 | Mass market | United states | All Genders | |
| Spinball Sports | USA | 2003 | Mass market | United states | All Genders | |
| Amer Sports | USA | 1991 | Premium | United states | All-ages |
Learn More About Competitors
SportsFirst 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
SportsHack 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
SportsJUGS 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
SportsSpinball 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
SportsATEC
Owned by Amer Sports Inc.
American manufacturer of baseball and softball training equipment, including pitching machines, batting tees, and protective screens, owned by Wilson Sporting Goods under Amer Sports.
training-equipmentpitching-machinesbaseball-training
Competitive Analysis
Market Positioning: Heater Sports 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 Heater Sports
Looking for brands with different ownership structures? These similar brands are not owned by World Sports Products, Inc., giving you alternative choices that support different corporate structures.
SportsFirst 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 operates independently without a large parent corporation.
SportsJUGS 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 operates independently without a large parent corporation.
SportsSpinball 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 operates independently without a large parent corporation.
SportsPlanet Fitness
Owned by Planet Fitness, Inc.
Value fitness club brand owned and franchised by Planet Fitness, Inc., with more than 2,700 clubs across several countries.
fitnessgymsfranchising
Publicly Traded
Planet Fitness operates independently without a large parent corporation.
SportsColumbia Sportswear
Owned by Columbia Sportswear
American outdoor apparel and footwear brand known for innovative weatherproofing technologies, headquartered in Portland, Oregon.
outdoor-apparelsportswearfootwear
Publicly Traded
Columbia Sportswear operates independently without a large parent corporation.
SportsMisfits Boxing
Owned by Misfits Boxing
London-based crossover boxing promotion founded by KSI and Mams Taylor in 2022. In 2026, MF Sports (led by Kalle and Nisse Sauerland) acquired a large stake, launching MF Pro as the professional boxing arm. Broadcast globally on DAZN.
boxingentertainmentinfluencer
Privately Owned
Misfits Boxing operates independently without a large parent corporation.
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