Jeff Bryant, National Sales Manager, Laykold
The Laykold Legend talks tennis and pickleball booms, work ethic and earning trust
Jeff Bryant has worked in the sports surfacing industry since 1988, beginning his career in court equipment sales before becoming an independent manufacturer’s representative and gaining experience across coatings, construction and facility renovation. He joined Laykold in 1999 as an independent rep, and has spent more than 25 years building the brand’s presence across the U.S. As National Sales Manager and a central figure in Laykold’s growth and industry leadership, he is often referred to as Mr Laykold.
How did you first get into the industry?
I got into the industry in 1988. The economy was rough, and I was trying to break into sales. I came across a newspaper ad from a small sports-related business looking for an entrepreneurial person to run a division. I interviewed with the owner of J. A. Cissel Manufacturing, which made tennis nets, screens and posts, and we hit it off. Sales were around $750,000 dollars and in three years we grew it to $3.5 million.
After that, the economy turned again. I went to what I thought would be my last American Sports Builders Association (ASBA) meeting and told people I was looking for work. Someone encouraged me to try becoming an independent manufacturer’s rep, which no one in the industry had done before, and I ended up representing three non-competing lines, giving me exposure to almost every part of the tennis court world.
What led you to Laykold?
In 1999, I knew I wanted to focus on coatings. I was introduced to Laykold through Sally Cottingham, who trusted me with her customers and recommended me as her replacement, as she was moving on. Laykold was small at the time, doing around $1.5 million a year. I initially represented it alongside two other lines, but within six months I knew Laykold deserved my full attention.
When you joined Laykold, what were your first impressions of the brand?
At first I thought Laykold was a lower cost alternative, but then I started traveling with contractors who had used it since the tennis boom. Their feedback changed my view. When I visited the plant, Laykold was being produced on a very small scale, and I remember being told I would never sell more than they could make, which I took as a challenge.
For about 15 years I was essentially a one-man band. APT made and shipped the product, but I handled sales and most customer relationships. When more resources were put behind the brand, everything accelerated. For a long time people genuinely thought I was making the product in my garage!
What motivates you and how would you describe your approach to the job of National Sales Manager?
I come from a sports background. I played basketball my whole life and played a year in Sweden after college. I work hard, I like to win, and I like to build something by putting in the effort.
A big motivation was always to grow Laykold back to a leading position. During the tennis boom Laykold had been developed by Chevron and was the dominant brand for a while. When the boom ended it faded, but my goal was to put it back on top, and see it at the US Open.
“Relationships matter, but people ultimately choose Laykold because the product performs… Reliability sets you apart in a small industry, and that is how you build trust.”
What changes have you seen in the industry over the years?
The changes have been significant. Pickleball has been one of the biggest shifts. I actually got a call in 1993 asking me to help grow the sport. At the time it was played only in a couple of pockets in South Florida. I turned it down because I was just getting started as an independent rep. Looking at the industry now, it is remarkable to see how the sport has expanded and how much it has rejuvenated court construction. COVID accelerated that growth, and it has not slowed down.
On the tennis side, growth was flat for many years, which meant earning business through performance and relationships. That shaped how I approached my work.
Why do facility owners and installers choose Laykold?
Relationships matter, but people ultimately choose Laykold because the product performs. APT manufactures Laykold under ISO 9001 quality management standards, which gives customers confidence in consistency and reliability.
Service is equally important. Reliability sets you apart in a small industry, because people need you to be there, especially when it matters. And that is how you build trust.
Where do you think the industry is heading?
It is consolidating. Years ago a handful of companies did most of the work. Then the industry fragmented and Laykold grew to hundreds of customers, many of them small contractors. In the past five years we have seen a move back toward consolidation. I would not be surprised if in the next five years the industry is dominated by five or six major players. Pickleball will continue to influence that because you have everything from backyard courts to large clubs.
How do you see the current pickleball boom, compared with the tennis boom of the 1970s and ‘80s?
There are similarities. In the tennis boom, clubs were being built everywhere. We are seeing the same with pickleball. In my local area there were no dedicated indoor pickleball facilities three years ago. Now there are close to 20 within a short radius. Outdoor courts have been repurposed quickly as well. Like tennis, the market will eventually settle. Strong facilities will thrive, and others will fade.
Has your sporting background influenced the way you work?
Absolutely. Team sports teach you how to set goals and work toward them. Even now, at 64, I work out every day. You stay disciplined, you show up, and you do the work consistently. That is how we grew Laykold and how we earned the trust of the industry.