RENTON, Wash. (Oct. 24, 2016) – Axe Bat today announced a corporate restructuring and the hiring of a new marketing director to manage its rapidly growing brand of high-performance bats for baseball and softball.
The new corporate structure makes Axe Bat a business division of Baden Sports, Inc., and focuses more resources on product development, marketing, and sales. The new Axe Bat team, led by Jay Helmick, Senior Vice President, will continue to operate from Baden Sports’ corporate headquarters in Renton, Washington.
Joining Axe Bat as Director of Product Marketing is Trevor Stocking, formerly of sports sensor startup Zepp Labs. Based in Chicago, Stocking will oversee Axe Bat’s technical product marketing, contribute to research and development, and work closely with professional players, organizations, and development partners nationwide.
Both moves coincide with growing awareness and adoption of Axe Bat’s patented, Axe Handle technology, particularly in the Big Leagues, where use by pro players more than doubled this season. Among the converts was All-Star outfielder Mookie Betts, who switched to an Axe Bat exclusively this season, and finished among the league leaders in nearly every offensive statistic while emerging as a leading candidate for MVP.
Betts signed with Axe Bat in July as a pro adviser, citing greater comfort, control, and speed, as reasons for his switch.
“The organizational changes we’re making today position us well for the next phase of our growth, allow us to react quickly to market demands, and affirm our commitment to developing bats that support the swing and improve player performance,” Helmick said. “Trevor’s experience collecting and analyzing swing data, coupled with his passion and knowledge of the game, make him a perfect fit for our business. We’re excited to have him on board and are looking forward to his contributions in all areas of product marketing.”
Stocking, one of Zepp’s first employees, helped develop that company’s baseball and softball sensors and played a key role in educating consumers to an entirely new category of data-driven training products. In the process, he compiled an expansive library of swing data, developed a large network of bat-industry partners, and managed high-profile marketing relationships with some of baseball’s elite professional players. Stocking also was instrumental in the launch of the industry’s first smart baseball bat earlier this year.
“I’ve seen data on millions of swings, from pros to tee-ball players; in my analysis, Axe data consistently showed players achieving more speed, more control, and a shorter swing,” Stocking said. “From the moment I saw that, I was sold on Axe Bats and wanted to be a part of the revolution. I’m excited to help expand our growing presence in the Big Leagues and to get Axe composite and alloy bats in the hands of more youth players, so they can begin taking the performance advantages I saw in the data into their games.”