Diana Braendly’s Transition From IT Executive to i9 Sports Franchise Owner
Early Foundation in Competitive Athletics
Diana Braendly concluded her basketball career in 1998 as a senior at the University of Notre Dame. During her time with the program, the team consistently competed in the national tournament, including a Sweet Sixteen appearance. She trained under renowned coach Muffet McGraw and alongside elite teammates such as Ruth Riley, Danielle Green and Niele Ivey.
Two Decades in the Financial Technology Sector
Following her time in athletics, Braendly spent 20 years working in IT roles within the financial industry. Her career included positions with Bank of America-Merrill Lynch and JP Morgan Chase & Co., where she built extensive professional experience before deciding to pursue a different path.
Re-Entering Sports Through Entrepreneurship
In 2019, she returned to the sports industry by purchasing her first i9 Sports franchise locations. This decision represented a major career shift, moving from corporate employment into business ownership with a focus on youth athletics.
Motivation Behind the Career Pivot
Braendly sought a more meaningful direction that aligned with her personal interests and values. She wanted to create something impactful while reconnecting with her passion for sports and contributing to her community.
Opportunity Sparked by Family Involvement
Her son’s participation in i9 Sports programs introduced her to the brand. When the franchise owner decided to sell, Braendly recognized a strategic opportunity and stepped in to acquire the business.
Franchise Model as a Growth Accelerator
The structured nature of franchising played a key role in her decision. While transitioning from corporate life presented challenges, the established systems, operational support and defined processes made the process more manageable. She also highlighted the affordability of the i9 Sports franchise model.
Expanding Across Regional Markets
Since launching her business, Braendly has grown her portfolio to include locations in northern Delaware, New Jersey and Pennsylvania. Her programs cover multiple sports, including flag football, basketball, volleyball, baseball and soccer, providing diverse opportunities for young athletes.
Positioning Within a Growing Franchise System
i9 Sports operates 296 locations across 36 states, supported by 192 franchise owners. The brand has a strong presence in Florida and Texas and continues to expand into new markets such as New England. Franchisees maintain flexibility in program offerings, allowing them to adapt to local demand.
Addressing Gender Gaps in Youth Sports
Braendly is actively engaged in promoting female participation through the “Gains are for the Girls” initiative. This national program focuses on increasing both participation and retention rates among girls, with a long-term goal of reaching 500,000 participants annually by 2030.
Operational Focus on Team and Performance Metrics
To execute effectively, Braendly prioritized building a dependable team. Initially challenged by the need to oversee all operations, she shifted toward hiring trusted staff and leveraging systems that track customer satisfaction and program performance. This approach has enabled sustainable growth while maintaining service quality.
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