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From $1.8 Million in Debt to a Billion-Dollar Baseball Business: The Savannah Bananas Story

MarketDash Editorial Team
8 days ago
Jesse Cole bet everything on his baseball entertainment dream, selling his house and racking up $1.8 million in debt. Now the Savannah Bananas is valued like an MLB team. Here's how he built it through relentless selling, product obsession, and living below his means.

Taking on $1.8 million in debt to start a baseball team sounds insane. Taking on that debt when you're not even playing traditional baseball? That's either genius or financial suicide. For Jesse Cole, founder of the Savannah Bananas, it turned out to be genius wrapped in years of sleepless nights.

The Savannah Bananas is an exhibition baseball club that mashes up America's pastime with entertainment spectacle, creating something that now carries a billion-dollar valuation. That puts it in the same neighborhood as actual MLB franchises. Cole recently shared the wild journey on George Kamel's YouTube channel, and the lessons are surprisingly practical for anyone building something from nothing.

When Selling Isn't Optional

"We had to sell our house," Cole said about those early days. Not to be dramatic, just to survive.

In the beginning, there was no cushion, no safety net, no rich uncle investor. "There was no money," Cole explained. "We had to sell tickets to keep us going. We had to sell merchandise to keep us going."

This wasn't aspirational hustle culture nonsense. Cole literally had his back against a wall made of $1.8 million in debt. If the tickets didn't sell, the business would collapse and he'd be buried under that mountain of obligation. That kind of pressure either breaks you or turns you into a selling machine.

The kicker? Cole did all this without coffee. "I've never had a sip of coffee in my life," he said. Which proves you don't need caffeine when you're running on pure financial terror and determination. When the stakes are high enough and the payoff real enough, you can outwork nearly anyone without chemical assistance.

Build Something People Actually Want

Here's the thing about selling your way out of debt: it only works if people want what you're selling. Cole understood that slick marketing can't save a mediocre product. So he became obsessive about quality.

"We try to create something that we would love that makes us excited," Cole said. Simple philosophy, but brutally honest. If you wouldn't pay for your own product, why should anyone else?

He also got particular about casting. The Bananas aren't just athletes, they're characters in a show that happens to involve baseball. "Anybody can resonate with someone on our cast, on our team, and our characters," Cole told Kamel.

That attention to detail in the early days created something worth talking about. Word-of-mouth did what no advertising budget could. Once you have that quality foundation, then the selling becomes easier because you're offering genuine value, not just making promises.

Think Big, Start Tiny

The Bananas now pack MLB stadiums across the country. But Cole didn't start by booking Yankee Stadium and hoping for the best. His initial strategy? A "one city world tour." Master your home market before conquering the world.

"Start small, dream big," he said. "Don't despise humble beginnings."

Even with a billion-dollar company under his belt, Cole's personal life hasn't inflated to match. He drives a 2018 Honda CR-V. Not as a humble-brag, just because he doesn't care about flashy things. His father taught him to save half of every paycheck, and he still does.

"Money doesn't excite me," Cole said. "It's not going to change the way I live. I don't have plans with that money."

Which is probably the most counterintuitive part of the whole story. Cole bet everything, risked financial ruin, worked himself to the bone, and built something worth a billion dollars. And his reward is continuing to live exactly the way he wants, which happens to be pretty modest. Turns out the freedom to keep doing what you love might be worth more than the fancy cars you didn't buy.

Back to News

From $1.8 Million in Debt to a Billion-Dollar Baseball Business: The Savannah Bananas Story

MarketDash Editorial Team
8 days ago
Jesse Cole bet everything on his baseball entertainment dream, selling his house and racking up $1.8 million in debt. Now the Savannah Bananas is valued like an MLB team. Here's how he built it through relentless selling, product obsession, and living below his means.

Taking on $1.8 million in debt to start a baseball team sounds insane. Taking on that debt when you're not even playing traditional baseball? That's either genius or financial suicide. For Jesse Cole, founder of the Savannah Bananas, it turned out to be genius wrapped in years of sleepless nights.

The Savannah Bananas is an exhibition baseball club that mashes up America's pastime with entertainment spectacle, creating something that now carries a billion-dollar valuation. That puts it in the same neighborhood as actual MLB franchises. Cole recently shared the wild journey on George Kamel's YouTube channel, and the lessons are surprisingly practical for anyone building something from nothing.

When Selling Isn't Optional

"We had to sell our house," Cole said about those early days. Not to be dramatic, just to survive.

In the beginning, there was no cushion, no safety net, no rich uncle investor. "There was no money," Cole explained. "We had to sell tickets to keep us going. We had to sell merchandise to keep us going."

This wasn't aspirational hustle culture nonsense. Cole literally had his back against a wall made of $1.8 million in debt. If the tickets didn't sell, the business would collapse and he'd be buried under that mountain of obligation. That kind of pressure either breaks you or turns you into a selling machine.

The kicker? Cole did all this without coffee. "I've never had a sip of coffee in my life," he said. Which proves you don't need caffeine when you're running on pure financial terror and determination. When the stakes are high enough and the payoff real enough, you can outwork nearly anyone without chemical assistance.

Build Something People Actually Want

Here's the thing about selling your way out of debt: it only works if people want what you're selling. Cole understood that slick marketing can't save a mediocre product. So he became obsessive about quality.

"We try to create something that we would love that makes us excited," Cole said. Simple philosophy, but brutally honest. If you wouldn't pay for your own product, why should anyone else?

He also got particular about casting. The Bananas aren't just athletes, they're characters in a show that happens to involve baseball. "Anybody can resonate with someone on our cast, on our team, and our characters," Cole told Kamel.

That attention to detail in the early days created something worth talking about. Word-of-mouth did what no advertising budget could. Once you have that quality foundation, then the selling becomes easier because you're offering genuine value, not just making promises.

Think Big, Start Tiny

The Bananas now pack MLB stadiums across the country. But Cole didn't start by booking Yankee Stadium and hoping for the best. His initial strategy? A "one city world tour." Master your home market before conquering the world.

"Start small, dream big," he said. "Don't despise humble beginnings."

Even with a billion-dollar company under his belt, Cole's personal life hasn't inflated to match. He drives a 2018 Honda CR-V. Not as a humble-brag, just because he doesn't care about flashy things. His father taught him to save half of every paycheck, and he still does.

"Money doesn't excite me," Cole said. "It's not going to change the way I live. I don't have plans with that money."

Which is probably the most counterintuitive part of the whole story. Cole bet everything, risked financial ruin, worked himself to the bone, and built something worth a billion dollars. And his reward is continuing to live exactly the way he wants, which happens to be pretty modest. Turns out the freedom to keep doing what you love might be worth more than the fancy cars you didn't buy.