Josh Shapiro might not be a household name just yet, but plenty of Long Island families — especially those with young ballplayers — already know his work.
He’s the brains behind Baseball Lifestyle 101, the baseball apparel and lifestyle brand he launched in 2013 with his strength and conditioning coach, Bill Rom.
Shapiro was just 16 then, posting what he calls “cool content” on Instagram to build a community around the sport he loved.
“I was always a hustler, always making money as a kid, always working hard,” Shapiro told Greater Long Island, remembering the company’s earliest days.
A simple hat with the company logo became the first product — and his first big hit — but it was Instagram that really propelled the brand. The page’s following exploded, helping BL101 grow into a full-fledged business. Today, it boasts more than 820,000 followers.
Shapiro grew up on Long Island, graduated from Walt Whitman High School, and went on to play at Farmingdale State College. But after his sophomore year, he dropped out to go all-in on the business.
That’s when the 28-year-old really knocked it out of the park.
For years, BL101 pulled in about $1 million annually between 2018 and 2023. Then came the surge: In 2024, the company jumped to $40 million, and this year revenue has soared to a staggering $150 million.
“Things just snowballed out of control the last few years, in a good way of course, and you have no control over it,” he said. “It’s all organic.”
In November 2024, BL101 opened its first two retail stores — one at Roosevelt Field and another in King of Prussia, Pa. Last month, the brand made its Suffolk County debut with a new shop at Tanger Outlets in Riverhead.
“They actually reached out to us when a space became available and asked if we had any interest,” Shapiro said. “I used to shop there as a kid and thought it would be a great opportunity.”
The brand now drops new collections every Friday on social media and every Thursday in stores. Beyond its three brick-and-mortar locations, BL101 gear is sold in 750 Dick’s Sporting Goods stores nationwide. The Ice Cream Collection, launched in 2021, remains its top seller.
“I created a product to help show your personality, whether or not you play baseball,” he said, noting that BL101 isn’t just for athletes — it’s for anyone who wants to carry a piece of the baseball lifestyle and be part of one of the hottest apparel brands on the market.
From posting pictures as a teenager to running a nine-figure company before 30, Shapiro has become an all-star in determination and understanding his audience.
“It’s not about doing one thing right, it’s about doing a lot of things right,” he said. “If you would’ve asked 15-year-old me if this would become a 9-figure business, I would have said there is no way.”
Josh Shapiro (middle, seated) and his Baseball Lifestyle 101 team. He launched the brand in 2013 with his strength and conditioning coach, Bill Rom. (Credit: courtesy/Josh Shapiro)
