SixFour3 Scales Franchise As Interest in Girls’ Sports Climbs
As demand for youth athletic training grows, SixFour3 brings a new franchise model to softball, blending elite development and a female-only fitness membership
SixFour3, a fastpitch training and development franchise for young female athletes, has expanded with the opening of a new facility in Richmond, Virginia, in partnership with franchisees Darrell and Megan Kent and professional softball star Odicci Alexander.
Additionally, the brand has signed a new franchise agreement with Robbie and Wendy Underhill to develop the first SixFour3 location in Maryland.
The expansion comes as interest in youth sports – particularly among girls – continues to climb, drawing increased investment and innovation, and reflects one of Kyle Perreira’s key predictions for 2025. The director at global investment bank Lincoln International recently pointed to the “Caitlin Clark effect,” noting that while men’s sports have reached maturity in equipment sales, the women’s sports and fitness category is accelerating rapidly. Notably, he highlighted softball as a sport that is gaining increased attention in an interview with Athletech News.
“I’m excited to help build something that will have a lasting impact on young female athletes,” Alexander said. “SixFour3 Richmond is more than just a training center — it’s a place where players can believe in themselves and push their limits.”
The Richmond facility also marks the debut of SF3 Studio, a female-only fitness membership program focused on strength training, conditioning and overall wellness.
“We are thrilled to bring SixFour3 to the Richmond community,” franchisee Darrell Kent said. “Our mission is to create a home for softball athletes where they can train, grow and belong. Partnering with Odicci Alexander, who is an inspiration both on and off the field, makes this even more special.”
Meanwhile, the Underhills are exploring locations in the greater Montgomery and Howard Counties.
“We are excited to welcome Robbie and Wendy to the SixFour3 family,” SixFour3 CEO Matthew Cooke said. “Expanding into Maryland is an important step in growing our footprint and reaching more athletes. Our brand is built on empowering softball players both on and off the field, and the Underhills share that vision fully.”
The athletic training franchise has three additional locations in the pipeline: Nashville, Atlanta, and Fairfax, Virginia.