2016 Family Business Awards: Innovation

Gold: Baden Sports

Baden Sports
Location: Renton

Innovation is key to Baden Sports’ 37-year  history. It rolled out the first smaller sized women’s basketball and game balls. In 2011, it introduced the Axe Bat, a baseball bat featuring an axe-handle shape that follows the natural contours of wrist and palm. About 30 major league players use the new design, among them All-Stars Mookie Betts of the Boston Red Sox and Carlos Correa of the Houston Astros. The Axe Bat design lessens strain while supporting swing biomechanics, says Baden Sports CEO Michael Schindler. “I think it’s becoming the hot bat of Major League Baseball.” Schindler’s dad started the company, which began with tennis products, then shifted to high-end college basketballs and footballs. Its patented ball technology brought softness and better bounce to more than 80 percent of balls worldwide. The company has 75 employees. Ideas are collaborative, sometimes discussed at family gatherings. Patti, Michael’s wife, heads human resources. Son Casey is director of operations and his wife, Kristen, handles product forecasting and inventory. Daughter Annie-Rose Licht serves as marketing manager and husband, Jake Licht, is COO. Baden acquired a factory in the Dominican Republic, enabling the company to control quality manufacturing. It also advocates for youth sports and causes, with 10,000 to 20,000 balls donated annually. 

2016 Family Business Awards: Heritage/Legacy Award

2016 Family Business Awards: Heritage/Legacy Award

Winner: Bartell Drugs

Bartell Drugs
Location: Seattle

Sometimes, the best course for a family business managing succession is to reach outside the family for expertise while it prepares for the next generation to assume leadership. This happened to Bartell Drugs in 2015. With third-generation family leaders George Bartell and Jean Bartell Barber retiring and the five fourth-generation Bartells mostly still in college and not yet ready to take on leadership positions, the 126-year-old company hired longtime REI executive Brian Unmacht as CEO. 

Now those five young adults are actively involved through quarterly family council meetings to learn about stewardship of a family business. 

Eldest cousin Evelyn Merrill, 29, works as Bartell’s senior marketing manager. She’s the daughter of Jean Bartell Barber and niece of former CEO George D. Bartell. Although her cousins are coming of age and each has their own career passions, Merrill says one thing all family members agree on is that the company should remain in family hands. Merrill says the family all feel a commitment to their shared family history going back to 1890, when young pharmacist George H. Bartell Sr. bought a storefront in Seattle’s Central District. 

As a teenager, Merrill first got a sense of the Bartell legacy as a cashier clerk, a job all cousins have held. She spent a year working in various departments, from marketing to human resources, and that’s when she felt a calling. “I saw a commitment from employees to our family that was really inspiring,” says Merrill, who earned an MBA and worked for a Seattle-area ad agency before joining Bartell in August 2015. She focuses on digital marketing. One of her first projects helped improve the online interface for the company’s 10 walk-in medical clinics. 

Merrill credits Unmacht with taking the company farther and providing a key component to family succession planning. “I see us as a business moving faster, in part thinking more strategically,” she says. “But it’s more about setting our business up for success.”

Bartell has 2,000 employees and 65 stores in greater Seattle. It plans to add new stores in fast-growing urban areas like Ballard and the International District.  

Unmacht says the willingness of the family council to bring in an outsider shows its commitment to maintaining the vitality of the business. “My primary goal is to run a $600 million company in a very competitive space,” says Unmacht. [And] I’m very conscious of where I can help the next generation learn the business.”

That dedication, Unmacht notes, remains crucial to Bartell’s ability to maintain family ownership far into the future.