How to start a batting cage business: a winning game plan

Starting a batting cage business is an exciting venture that combines a passion for baseball with business savvy. The market is surprisingly large, with consistent demand from little league teams, high school athletes, and families looking for a fun activity.

This guide will take you through the practical steps of securing funding, selecting the right location, acquiring equipment, and obtaining the necessary licenses to help you launch a successful batting cage business in the U.S.

Step 1: Plan your business and validate the market

Start by researching local demand. You might want to talk to little league administrators and high school baseball coaches. Ask about their current training facilities and what they lack. Surveying families at community parks can also provide direct feedback on interest and pricing expectations.

Next, identify your competition. Use Google Maps to locate nearby batting cages. For deeper insights, you can access business databases like Data Axle or ReferenceUSA, often free through your local library, to analyze their size and reported revenue.

Create your initial budget

Startup costs can range from $35,000 to over $80,000. A frequent oversight is underbudgeting for netting and installation. While it seems like a place to save money, high-quality netting is a major safety feature and a better long-term investment.

• Pitching Machines (3-5): $10,000 - $25,000
• Netting and Installation: $15,000 - $30,000
• Bats, Helmets, and Balls: $3,000 - $7,000
• Lease Deposit and Initial Rent: $5,000 - $15,000
• Licenses and Insurance: $2,000 - $5,000

Here are 4 immediate steps to take:

• Contact two local sports leagues to discuss their needs.
• Use a business database to list your top three competitors.
• Create a spreadsheet to track your estimated startup costs.
• Get one or two quotes for professional netting installation.

Step 2: Set up your legal structure and get licensed

Choose your business structure

You should consider a Limited Liability Company (LLC) structure. It protects your personal assets if the business is sued and allows profits to pass through to your personal taxes, which avoids double taxation. This process usually costs between $100 and $500 through your state's Secretary of State website.

Once your business is registered, you will need an Employer Identification Number (EIN) from the IRS. You can apply for this number online for free. It is required to open a business bank account and to hire staff.

Secure permits and licenses

At the local level, you will need a general business license from your city or county clerk's office. You will also need a Certificate of Occupancy, which confirms your building is safe and compliant with codes. This involves an inspection and can take 2-4 weeks.

A frequent misstep is to sign a lease before you verify zoning. Contact your local planning department to ensure a commercial recreation facility is permitted at your chosen address. This simple check can save you from a very costly mistake.

Here are 4 immediate steps to take:

• File your LLC formation documents with your state's Secretary of State.
• Apply for a free Employer Identification Number (EIN) on the IRS website.
• Check your city's zoning regulations for your potential locations.
• Obtain an application for a general business license from your county clerk.

Step 3: Secure insurance and manage risk

Your first priority is General Liability insurance. This covers customer injuries. A policy with $1 million to $2 million in coverage is standard for this industry, with annual premiums typically between $1,200 and $3,500.

You will also need Property Insurance to protect your pitching machines and other equipment. If you plan to hire staff, most states legally require you to have Workers' Compensation insurance.

Find a specialty insurer

Many new owners use a general insurance agent, but you should contact insurers who specialize in sports facilities. They understand unique risks like equipment malfunctions or injuries from stray balls, and can find better rates.

Look into providers like K&K Insurance, Sadler Sports & Recreation, or Philadelphia Insurance Companies. They often offer bundled policies that include participant liability coverage, which protects you if a player is injured during normal use of the cages.

Here are 4 immediate steps to take:

• Request a quote for a $1 million general liability policy.
• Contact two specialty insurers like K&K Insurance or Sadler Sports.
• Ask about a bundled policy that includes participant liability.
• Check your state's website for its workers' compensation laws.

Step 4: Find your location and buy equipment

You need a space with at least 4,000 to 6,000 square feet for a 3-5 cage setup. A frequent oversight is ceiling height. You should look for a minimum of 15-20 feet of vertical clearance to allow for a natural ball flight arc.

When you talk to landlords, ask about a Tenant Improvement (TI) allowance. This is money from the landlord to help you build out the space. It can significantly offset your costs for netting installation and electrical work. Aim for a 3-5 year lease with an option to renew.

Gear up your facility

Your equipment will be a large part of your startup costs. You can often get better pricing and ensure compatibility if you purchase complete cage kits from a single supplier. Companies like Beacon Athletics or On-Deck Sports specialize in this and can create custom quotes.

• Pitching Machines: Expect to pay $2,000 to $5,000 per machine for commercial-grade models that can handle heavy use.
• Netting Systems: A professional-grade system for 3-5 cages will run from $15,000 to $30,000. This is a safety feature, so quality matters.
• Accessories: Allocate $3,000 to $7,000 for a good stock of bats, helmets in various sizes, and several hundred pitching machine balls.

Here are 4 immediate steps to take:

• Measure the ceiling height in two potential locations.
• Ask one landlord about a tenant improvement allowance.
• Request a quote for a complete 3-cage kit from a supplier like Beacon Athletics.
• Update your budget spreadsheet with real quotes for your top three equipment items.

Step 5: Set up your payment and booking systems

Most cages offer pay-per-round tokens, hourly rentals, and team memberships. You will need a system that can handle these different payment types. For team bookings or parties, it is standard to require a 25-50% deposit upfront to secure the reservation.

Many new owners get stuck with high fees. Look for a payment solution with transparent pricing. While many providers charge 2.5% to 3.5% plus monthly fees, better options exist.

For businesses that need to accept payments on-site, JIM offers a streamlined solution. With JIM, you can accept debit, credit, and digital wallets directly through your smartphone. Just tap and you are done.

At just 1.99% per transaction with no hidden costs or extra hardware, it is particularly useful for handling walk-in customers or taking payments for private coaching sessions right on the floor.

• Get Started: Download JIM app for iOS
• Make a Sale: Type the sales amount, hit sell, and ask your customer to tap their card or device on your phone
• Access Funds: Your money is available right on your JIM card as soon as the sale is done - no waiting for bank transfers

Choose a booking system

A dedicated booking system prevents double-bookings and lets customers reserve cages online. This frees up your time. Look at options like Acuity Scheduling or Skedda. They let you manage availability and send automated reminders to reduce no-shows.

A frequent mistake is using separate systems for booking and payments. This creates extra work to match transactions. Choose a booking platform that integrates directly with your payment processor for seamless reconciliation.

Here are 4 immediate steps to take:

• Compare the transaction fees of two payment processors.
• Download the JIM app to explore its interface.
• Schedule a demo for a booking software like Acuity Scheduling.
• Decide on your pricing for tokens, hourly rentals, and memberships.

Step 6: Secure funding and manage your finances

The SBA 7(a) loan program is a popular route for funding. Lenders typically look for a strong business plan and a personal credit score above 680. Loan amounts for a batting cage often range from $50,000 to $150,000 with interest rates around Prime + 2.75%.

Many new owners focus on equipment costs but forget about operating cash. Your loan request should include at least six months of working capital, roughly $20,000 to $30,000, to cover rent, payroll, and utilities before your revenue stream is consistent.

Look for grants and local programs

While less common, grants are worth pursuing. Search the Grants.gov database for federal opportunities. Also, look into local community development programs or foundations focused on youth sports, such as the MLB-MLBPA Youth Development Foundation, which sometimes offers facility improvement grants.

Here are 4 immediate steps to take:

• Draft a loan proposal that includes a line item for six months of working capital.
• Check your credit score to see if you meet the typical 680+ requirement.
• Search Grants.gov using keywords like "youth sports" and your city name.
• Contact your local Small Business Development Center (SBDC) for free help with your application.

Step 7: Hire your team and set up operations

Define roles and responsibilities

For a 3-5 cage facility, you can typically operate with one or two employees per shift. Your primary role will be a Facility Attendant. This person handles customer service, enforces safety rules, and performs light cleaning. Expect to pay an hourly wage between $12 and $16.

A frequent oversight is not providing adequate training. You should require staff to have basic First Aid and CPR certification. Create a simple operations manual that covers how to troubleshoot pitching machines, handle customer issues, and follow safety protocols. This ensures consistency and reduces your liability.

Streamline your daily workflow

Manual scheduling can quickly become a headache. You might want to use an employee scheduling app like Homebase or When I Work. These platforms help you manage shifts, track hours, and communicate with your team from your phone, which saves a lot of administrative time.

To keep operations smooth, create checklists for opening and closing procedures. This ensures tasks like inspecting nets, testing machines, and cleaning the facility are done every day. It removes guesswork for your staff and maintains a professional environment for customers.

Here are 4 immediate steps to take:

• Draft a job description for a Facility Attendant, including pay range.
• Research local First Aid and CPR certification classes for your future staff.
• Compare features of two scheduling apps like Homebase and When I Work.
• Create a draft of a daily opening and closing checklist.

Step 8: Market your business and get customers

Build local partnerships

Your first customers are often right in your community. Contact local little league presidents and high school coaches. You can offer a 15-20% discount for teams that book weekly sessions for the season. This secures predictable revenue and builds a strong base.

Use targeted digital marketing

Once you have local partners, you can broaden your reach with digital ads. Use Facebook to target parents of children aged 8-18 within a 10-mile radius. A reasonable Customer Acquisition Cost (CAC) for a new customer in this space is between $25 and $50.

A frequent misstep is to run generic ads. Instead, create campaigns with specific hooks. Try ad copy like, "Fix your swing before tryouts" or "Rainy day? We're open." This speaks directly to a customer's immediate need and improves conversion rates.

Create launch promotions

A grand opening event can create immediate buzz. You might offer a free bucket of balls to the first 50 customers or host a "meet the coach" day with a local instructor. This generates foot traffic and encourages word-of-mouth referrals from day one.

Here are 4 immediate steps to take:

• Draft an email to two local league presidents with a team discount offer.
• Create a Facebook Business page for your facility.
• Brainstorm three specific ad headlines for a digital campaign.
• Outline a grand opening promotion to attract your first customers.

Step 9: Set your pricing and maximize profit

Most batting cages use a mix of three pricing models. You can offer pay-per-round tokens, typically $2-$3 for 15-20 pitches, which works well for casual customers. Time-based rentals are better for serious players, with standard rates around $30-$40 for 30 minutes.

You might also introduce monthly memberships for $80-$120. This can provide unlimited access during off-peak hours and creates a predictable revenue stream to cover your fixed costs. For team rentals, a 15-20% discount on the hourly rate for season-long bookings is a strong incentive.

Analyze your competition and margins

Before you finalize numbers, call your top three competitors to get their rates. Many new owners just guess, but a few phone calls provide real market data. A frequent mistake is pricing too low, which makes it difficult to cover your monthly rent and payroll.

Your profit on cage time itself is high, but you must cover your operating expenses. A good strategy is to use memberships to cover your base costs. If your break-even point is $8,000 a month, signing up 50 members at $100 each covers a large part of your expenses.

Here are 4 immediate steps to take:

• Call three local competitors to get their hourly and token pricing.
• Create a price sheet with options for tokens, 30-minute rentals, and one-hour rentals.
• Design a monthly membership package with a price point around $100.
• Calculate your monthly break-even number based on your fixed costs.

Step 10: Control quality and plan for growth

Your reputation depends on a safe, reliable experience. You should create a daily checklist for each cage. This includes checking net integrity for tears, testing machine accuracy, and ensuring all safety guards are in place. This simple routine prevents most accidents.

Measure performance and plan your next move

To measure quality, you can track cage uptime and aim for 98% operational availability. You might also use simple customer feedback cards at the front desk to monitor satisfaction. This gives you direct insight into what your customers want.

Once your operations are smooth, you can look toward growth. When your cages are booked at over 80% capacity during peak hours for a full season, it is a strong signal to add another cage. For staffing, you should hire another attendant when one employee cannot manage check-ins and safety monitoring alone.

Many owners expand too quickly after a few busy weeks. You should base your decision on consistent demand over at least three months. This prevents you from investing in a cage that sits empty most of the time.

As you grow, manual booking becomes difficult. You might look at facility management software like Upper Hand or eSoft Planner. They combine booking, membership management, and payment processing into one system.

Here are 4 immediate steps to take:

• Create a daily equipment inspection checklist.
• Track your peak-hour booking percentage for one month.
• Look at the features of a facility management software like Upper Hand.
• Set a customer-to-staff ratio that triggers hiring a new attendant.

Starting a batting cage is about more than just equipment. Your success will come from building a community hub for local teams and families. You have the roadmap, now it's time to step up to the plate and get started.

As you manage daily operations, keep your payments simple. JIM turns your phone into a card reader for a flat 1.99% fee, with no extra hardware. It helps you get paid easily from your first customer. Download JIM to be ready for opening day.