Jesse Cole

Founder and Owner of the Savannah Bananas

Claims

As speaker

Mentioned in

Key positions and views

The fan experience should be paramount and free of annoyances like advertisements and hidden fees; the business should absorb costs like sales tax to create a frictionless transaction.

Content should be distributed as widely and freely as possible, even without commercials, to serve as the primary driver of demand for the core business of live events.

A sports business can be overwhelmingly successful by rejecting traditional revenue streams like sponsorships and focusing intensely on just two: tickets and merchandise.

The traditional format of baseball is failing to attract fans, necessitating a complete reinvention of the game into an entertainment-first product like 'Banana Ball'.

It is better to build a loyal community and massive waitlist with affordable tickets than to maximize short-term revenue through dynamic pricing that alienates the core fanbase.

Podcast consensus on Cole

Points of consensus

▶Jesse Cole undertook extreme personal financial risk to found and sustain the Savannah Bananas, including going over seven figures into debt, selling his house, and emptying his savings.May 2026

▶The core of Cole's business philosophy is 'Fans First,' which manifests in policies like creating an ad-free stadium, covering sales taxes for customers, and providing all-inclusive tickets.May 2026

▶The business model intentionally forgoes traditional sports revenue streams like sponsorships and stadium rental fees, instead relying almost entirely (95%) on ticket and merchandise sales.May 2026

▶Cole has successfully generated overwhelming demand for his live events, evidenced by a 3.2 million person waitlist for the Bananas and a 500,000 person waitlist for the Party Animals' separate tour.May 2026

Points of debate

▶There is a potential tension between Cole's core business model, which is 95% tickets and merchandise, and his significant, currently unprofitable investments in other areas, such as the over $5 million being spent on broadcast operations.May 2026

▶Cole's strategy of keeping primary ticket prices low while the secondary market commands over $300 per ticket raises questions about whether the organization is maximizing its revenue potential or intentionally leaving value for fans and resellers.May 2026

▶The decision to eliminate all advertising and sponsorships is a radical departure from the standard sports business model, creating a debate on its long-term financial sustainability versus its brand-building effectiveness.

▶The rapid scaling of the touring operation to over 200 people, with high associated travel costs, presents a significant operational and financial challenge that contrasts with the team's lean origins and could test the viability of the model at scale.

Key themes

▶Fan-Centric Business Model DisruptionMay 2026

Jesse Cole has built the Savannah Bananas around a 'Fans First' philosophy, which involves eliminating common fan frustrations. This includes creating an ad-free stadium experience, covering all sales taxes on tickets and merchandise, and initially offering all-inclusive tickets.

This fan-centric approach acts as a powerful marketing tool and competitive differentiator, creating intense brand loyalty that directly fuels the high demand for tickets and merchandise, which constitute 95% of the business.

▶High-Risk Entrepreneurship and Financial SacrificeMay 2026

The early days of the Savannah Bananas were marked by extreme financial hardship and personal risk for Cole. He and his wife sold their house, emptied their savings, and he personally accrued over seven figures in debt to keep the team afloat after running out of money just three months after launching.

Cole's willingness to endure significant personal financial risk underscores his deep conviction in his vision, a trait that likely enabled him to make unconventional business decisions that ultimately led to the brand's success.

▶Content as a Growth Flywheel

Cole's strategy leverages live events to create engaging content, which is then distributed for free and without commercials on platforms like YouTube. This accessible content drives massive online traffic and awareness, which in turn fuels overwhelming demand for tickets to future live events.

By treating media as a top-of-funnel marketing engine rather than a direct revenue source, Cole has created a self-reinforcing growth loop that minimizes customer acquisition costs and maximizes demand for his core products (tickets and merchandise).

▶Reinventing the Game of BaseballMay 2026

Cole was not content with the traditional format of baseball, which has seen declining attendance. He developed 'Banana Ball' and, in 2022, left the established college summer league system entirely to focus on this new, entertainment-focused version of the sport, touring it nationally.

This pivot from a traditional sports team to a full-fledged entertainment act, akin to the Harlem Globetrotters but on a larger scale, allows the organization to control the entire experience and capture a market that traditional baseball is failing to engage.

Source episodes

Sentiment over time

Not enough data for timeline

Changes over time

Pre-2015

Jesse Cole served as the general manager for the Gastonia Grizzlies, a struggling team with minimal attendance and significant financial losses.

2015-10

Launches the Savannah Bananas. The first three months are a struggle, resulting in only two ticket sales.

2016-01-15

The Savannah Bananas run out of money and overdraft their bank account, prompting Cole and his wife to sell their house and use their savings to fund the venture.

2018

Begins testing the new 'Banana Ball' format alongside playing in their traditional college summer league.

2020-02-25

Cole announces the elimination of all sponsorships and advertising, creating an ad-free stadium experience in Savannah.

2022

The Savannah Bananas formally leave their college summer league to focus exclusively on touring and playing 'Banana Ball'.

Suggested prompts

How sustainable is a business model that rejects traditional revenue streams like advertising and relies almost exclusively on tickets and merchandise? &nearr;What are the primary operational risks associated with scaling a 200-person touring show, and how might they impact long-term profitability? &nearr;To what extent does the 'Fans First' philosophy create a competitive moat, and could larger sports leagues co-opt elements of this strategy? &nearr;How does the free, un-gated distribution of all games on YouTube impact the long-term valuation of the Bananas' media rights and their negotiations with major networks? &nearr;

Key concepts

Savannah Bananas Business Model 12 ep Fan Experience 6 ep Financial Risk & Investment 5 ep Content & Broadcasting Strategy 4 ep Ticket Sales & Demand 4 ep Banana Ball 3 ep Touring Operations 3 ep Party Animals 3 ep Entrepreneurial Journey 3 ep Player Compensation 1 ep

Notable quotes

“To fund the Savannah Bananas during its early struggles, founder Jesse Cole and his wife sold their house and emptied their personal savings account.”

Jesse Cole · ACQ2: Building the Savannah Bananas with Jesse Cole, Founder and Owner (Audio)

“It was February 25th, 2020, that we made an announcement that we don't believe anybody comes to a ballpark to be sold to, marketed to, or advertised to. and we want to give this historic ballpark back to the fans. We're creating an ad-free stadium here in Savannah and we eliminate all the ads.”

Jesse Cole · ACQ2: Building the Savannah Bananas with Jesse Cole, Founder and Owner (Audio)

“The Savannah Bananas have a waiting list for tickets that has grown to 3.2 million people.”

Jesse Cole · ACQ2: Building the Savannah Bananas with Jesse Cole, Founder and Owner (Audio)

“The Savannah Bananas broadcast every game for free and without commercials on YouTube.”

Jesse Cole · ACQ2: Building the Savannah Bananas with Jesse Cole, Founder and Owner (Audio)

Report last updated: May 21, 2026

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