Summary of ACQ2 Episode: "Building the Savannah Bananas (with Jesse Cole, Founder and Owner)"

Release Date: June 16, 2025

In this captivating episode of ACQ2 by Acquired, hosts Ben Gilbert and David Rosenthal delve deep into the unconventional journey of Jesse Cole, the visionary founder and owner of the Savannah Bananas and the creator of Banana Ball. This long-form summary encapsulates the key discussions, insights, and milestones shared during the conversation, providing a comprehensive overview for both avid listeners and newcomers alike.

1. Introduction to Jesse Cole and Savannah Bananas

The episode kicks off with a palpable excitement from the hosts as they welcome Jesse Cole, affectionately dubbed "the man in the yellow tuxedo." Ben Gilbert describes the Savannah Bananas as "the most unlikely success story and the most fun. It is baseball," highlighting the team's unique blend of traditional baseball with innovative entertainment elements like choreographed dances and unconventional rules.

Ben Gilbert [00:20]: "It's baseball, but there's a guy on stilts. There's choreographed dances. If a fan catches your foul ball, you're out."

2. Early Career and Inspiration

Jesse Cole recounts his beginnings as a 23-year-old general manager of the Gastonia Grizzlies, a struggling college summer league team in North Carolina. Faced with dire financial constraints—"200 fans, $268 in the bank, losing $150,000 a year"—he realized that conventional baseball wasn't sustainable for success.

Jesse Cole [02:20]: "We couldn't be a baseball team. We had to make it more about entertainment because we were never going to have the best baseball players."

Inspired by legends like P.T. Barnum and Walt Disney, Cole embarked on a decade-long experimentation phase, introducing wild promotions such as grandma beauty pageants and Salute to Underwear Nights to attract and engage fans.

3. Struggles and Transformation in Gastonia

Despite innovative efforts, the Gastonia Grizzlies remained under the radar with minimal media attention—"we had one media story in my 10 years." However, the team managed to climb to fourth in the country in attendance, showcasing that alternative approaches could yield results.

Jesse Cole [04:33]: "The team was profitable. It was successful. It was doing very well."

4. The Genesis of Savannah Bananas

The pivotal moment came in 2014 when Cole, together with Emily McDonald—his future wife and the then-director of fun—encountered a failing minor league team in Savannah, Georgia. Recognizing an opportunity, they secured a $20,000 annual lease for the historic but neglected stadium, setting the stage for the birth of the Savannah Bananas.

Jesse Cole [11:26]: "We convinced them to let us have a college summer team at this old majestic stadium."

5. Rebranding Amidst Criticism

Naming the team was a critical challenge. After a tumultuous name-the-team contest, a suggestion from a 62-year-old nurse, Lynn Moses—"Bananas"—resonated with Cole. Despite initial backlash during the St. Patrick's Day parade, where the team was met with boos, the bold rebranding sparked curiosity and interest.

Jesse Cole [18:57]: "We named the team Bananas... We started thinking of everything and I was like, this is crazy enough. It could work."

6. Achieving Product-Market Fit

The opening night was a testament to the Bananas' unique appeal. Incorporating all-inclusive tickets and over-the-top entertainment, the first game saw overwhelming participation in food consumption and positive fan experiences. This night marked a significant turning point, establishing the Bananas' niche in creating an immersive and entertaining baseball experience.

Jesse Cole [24:13]: "So we had the first night all you can eat... People were waiting like two to three hours."

7. Evolution to Banana Ball

Identifying persistent fan dropout around the 9 PM mark, Cole initiated a transformation from traditional baseball to Banana Ball. Through meticulous observation and an idea-generating regimen—writing down 10 ideas daily—Banana Ball was born. This variant introduced 11 unique rules designed to enhance excitement and maintain engagement throughout the game.

Jesse Cole [37:32]: "We developed the Ball for Sprint... every game in banana ball always comes down to the last inning and being close."

8. Expansion and Touring Success

By 2022, Savannah Bananas expanded into a one-city world tour, successfully selling out events in multiple locations including Clemson and Houston. This expansion was driven by a strategic flywheel model: live events fueled content creation, which in turn generated traffic and demand, perpetuating growth.

Jesse Cole [43:03]: "We sold 3,500 each night, sold them out. And that started the business model."

9. Business Model and Revenue Streams

Cole emphasizes a fans-first approach, eliminating traditional revenue sources like advertisements and sponsorships to focus on ticket and merchandise sales, which now constitute 95% of the business model. This strategy empowers fans by providing value directly, fostering long-term loyalty and community.

Jesse Cole [30:04]: "We created an ad-free stadium... tickets and merchandise, that is 95% of our entire business model."

10. Overcoming Challenges and Innovating

Despite facing significant debt and operational hurdles—"over seven figures in debt"—Cole and his team persevered by prioritizing fan experience over immediate profits. Innovations like the Golden Batter and fan challenge rules were introduced to keep games competitive and engaging.

Jesse Cole [38:57]: "Every game in banana ball always comes down to the last inning and being close."

11. Broadcast Strategy and Future Vision

Transitioning to in-house broadcasting, the Bananas aim to offer an ad-free viewing experience on platforms like YouTube, resisting traditional broadcast monetization models. Cole envisions a future where they control the entire fan experience end-to-end, aspiring to disrupt conventional sports broadcasting.

Jesse Cole [70:53]: "We have to control it so we can learn faster. And that's the model."

12. Building a Sustainable and Scalable Brand

The expansion into different stadiums, including football venues, underscores the scalability of the Savannah Bananas' model. By maintaining low ticket prices and fostering strong merchandise sales, the Bananas ensure financial sustainability while continuing to prioritize the fan experience.

Jesse Cole [62:38]: "We have numerous players and most players in the future are six figures plus."

13. Conclusion: A Legacy of Fun and Innovation

Jesse Cole's unwavering commitment to creating memorable and entertaining baseball experiences has transformed the Savannah Bananas into a lifestyle brand with a dedicated fan base exceeding 15 million followers. By continuously innovating and focusing on what truly matters—the fans—the Bananas exemplify how passion and creativity can redefine traditional sports.

Jesse Cole [74:02]: "It's all about chasing moments... those moments that I'm chasing that energy and so why would you ever give it up?"

Notable Quotes:

• Ben Gilbert [00:15]: "I don't think I've ever been so excited for an ACQ2 episode ever."

• Jesse Cole [07:24]: "The owner was so close with, he actually ended up marrying my wife."

• Jesse Cole [16:14]: "Marketing is what you do. You have to create an experience that is remarkable."

• Jesse Cole [31:13]: "Control the end to end experience."

• Ben Gilbert [73:14]: "There's so many elements of Costco here where you are minimally value extractive."

This episode not only chronicles the birth and growth of the Savannah Bananas but also offers invaluable insights into entrepreneurial resilience, innovative thinking, and the unwavering pursuit of creating something truly special for fans. Jesse Cole's story serves as an inspiring blueprint for blending passion with business acumen to revolutionize traditional industries.