In a recent episode of Startups with Stu, host Stuart Draper sat down with James Reber, founder of Rebellion Sports, to discuss his journey from frustrated rugby player to successful entrepreneur. Reber's story begins on the rugby pitch, where his repeatedly torn and sewn-together jersey sparked the idea for a better solution. What started as a side hustle selling misspelled rugby balls has evolved into a thriving custom sports apparel business that broke six figures in revenue in just the first quarter of 2025 more than their entire previous year. Reber's entrepreneurial path showcases how combining passion for sports with dedicated customer service can carve out a successful niche in the competitive athletic apparel industry.

In this post, we'll explore how Rebellion Sports found its footing, overcame manufacturing challenges, pivoted after unexpected career changes, and developed a strategic vision for future growth.

The Genesis of Rebellion Sports  

James Reber's entrepreneurial journey began on the rugby field. As a player for one of Utah's top teams heading to nationals, Reber was frustrated with his jersey that had been ripped and sewn back together three different times. This frustrating experience planted the seed for what would eventually become Rebellion Sports. The thought, "there's got to be a better way," is a classic entrepreneurial moment that many founders can relate to identifying a problem that existing solutions don't adequately address.

While in college, Reber's search for quality jerseys for his club team reinforced his belief in the market gap. Unable to find products that were both high-quality and easy to purchase, he began exploring manufacturing options. After graduation, while working in purchasing for another company, Reber took his first entrepreneurial step by looking up potential suppliers on Alibaba. This initial exploration would eventually lead to partnerships with manufacturers who could deliver the quality products he envisioned.

The first product Rebellion Sports offered wasn't jerseys but rugby balls. Reber invested his own money to purchase 50 rugby balls, only to discover upon arrival that they had spelling errors, his first lesson in quality control. Despite this setback, he persevered and made his first sale of 12 rugby balls to Play It Again Sports for $72. Reber still has that check today as a reminder of his business's humble beginnings. This first transaction, while small, provided the validation he needed that his concept could work in the real world.

Building a Customer-Centric Business Model for Repeat Success  

One of the biggest challenges for custom apparel businesses is generating repeat customers when most orders are one-offs. Reber tackled this by implementing a highly customer-centric approach that turns one-time purchasers into loyal clients. By treating each interaction as the beginning of a partnership rather than a transaction, Rebellion Sports has cultivated strong relationships with teams, coaches, and organizers who return season after season.

The company prioritizes making the ordering process easy for clients who are typically juggling multiple responsibilities. Understanding that custom jerseys might be low on a coach's priority list, Rebellion Sports takes ownership of the design process, working with the client's initial ideas and transforming them into professional designs. Their transparency about timelines and commitment to affordable pricing further strengthens these relationships, creating the foundation for organic growth through word-of-mouth referrals.

This customer-first philosophy has paid dividends. Reber shared how in just the second year of business, he stopped actively pursuing business development through cold outreach because existing customers were generating enough repeat business and referrals to sustain growth. He's had multiple experiences where helping a customer in the past resulted in unexpected large orders years later; evidence that putting customer needs above short-term business interests builds valuable long-term loyalty.

Going All-In on the Business  

Perhaps the most pivotal moment in Rebellion Sports' story came when external circumstances forced Reber's hand. Working for a company that was acquired, Reber found himself part of a management team layoff that abruptly changed his career trajectory. Faced with the choice between looking for another job or focusing on his side business, he chose the latter a decision he views as the universe giving him "a jumpstart" into full-time entrepreneurship.

This transition wasn't something Reber had planned, but he embraced the opportunity to double down on Rebellion Sports. The six months following his career change were spent building the foundation of the business, developing processes, shoring up product lines, and creating systems that would support future growth. Reber likens this period to the "horizontal building" phase of construction, laying groundwork that's invisible to outsiders but essential for future success.

This investment in infrastructure paid off dramatically in the first quarter of 2025, when Rebellion Sports achieved breakthrough results. Breaking into six figures in just one quarter more than the company's entire revenue from the previous year validated Reber's decision to go all-in on the business. This success story highlights how sometimes unexpected setbacks can become the catalyst for pursuing entrepreneurial dreams that might otherwise remain side projects indefinitely.

Scaling with Strategic Vision

What began as a rugby-focused business has strategically expanded into multiple sports markets. After establishing a strong reputation within Utah's robust rugby community, Rebellion Sports began receiving requests from customers for products in other sports, beginning with soccer and then expanding into football, volleyball, and even jump rope and CrossFit apparel.

The key to Rebellion Sports' successful expansion has been maintaining their core commitments to quality and durability across all product lines. Every product features triple stitching and reinforced areas regardless of the sport designs that originated to withstand the rigors of rugby are now benefiting athletes across various disciplines. This quality-first approach has allowed Rebellion Sports to differentiate themselves in a crowded market where many competitors prioritize price over durability.

Looking toward the future, Reber has ambitious goals for the company. Having recently brought on new ownership partners with deeper connections in the sports industry, Rebellion Sports is targeting significant growth. Reber openly shares his vision of growing the company to approximately $25 million in sales before potentially pursuing an exit to a larger sports apparel company. This clear strategic vision gives the team specific targets to work toward and attracts partners who share their ambitions.

Here are the key factors that have contributed to Rebellion Sports' growth trajectory:

• Quality-focused manufacturing: Investing time to find reliable manufacturing partners who can deliver durable products consistently

• Customer-centric approach: Creating partnerships rather than transactions and prioritizing customer needs over short-term profits

• Strategic niche targeting: Starting with rugby and then methodically expanding into other sports based on customer demand

• Team expansion: Building a network of six contractors in sales and marketing positions around the country

• Process improvement: Dedicating time to create systems and processes that can support scaling operations

• Ownership restructuring: Bringing in strategic partners with industry expertise and connections to accelerate growth

Building Your Own Rebellion  

James Reber's journey with Rebellion Sports showcases that entrepreneurial success often begins with identifying a problem you've personally experienced and having the courage to create a solution. From a frustrating experience with torn jerseys to building a company targeting $25 million in sales, Reber's path shows how combining passion with persistence can transform side hustles into thriving businesses.

For aspiring entrepreneurs, Rebellion Sports offers valuable lessons about starting small, focusing relentlessly on quality and customer experience, and being ready to embrace unexpected opportunities. Reber's willingness to pivot from employee to full-time founder when circumstances changed and then to maximize that opportunity by building proper foundations illustrates the flexibility and commitment required for startup success.

Whether you're currently running a side business or contemplating starting one, consider what problem you're uniquely positioned to solve and how you might begin with small steps like Reber's first $72 sale. Remember that entrepreneurship isn't always about making dramatic leaps sometimes it's about being ready when the universe gives you a push. If you're inspired by Rebellion Sports' journey, visit rebellionsports.com to see their customer-centric approach in action and perhaps find the motivation to launch your own entrepreneurial rebellion.

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