How a local sports card lounge became a global operation

WeTheHobby’s storefront is deceptive; at first glance, it appears to be a modest, single-room lounge for sports card enthusiasts. But behind an inviting space filled with cards, memorabilia and screens for watching sports, the company has office spaces and rooms for podcasting and live streaming, revealing a larger operation.

Founded in 2021, WeTheHobby began with a mission to unite the sports card community. It has since grown into a multifaceted business that includes retail card sales, resale, card breaking and wholesale operations. Based at 23 Arlington St., the business caters to sports fans and card enthusiasts locally and internationally. 

WeTheHobby focuses heavily on card breaking—the practice of opening multiple boxes or cases of trading cards and distributing the contents to a group of paying customers. The model essentially allows customers to purchase shares in the form of sports cards, and enables collectors to access more expensive boxes by sharing the cost.

“We’ve grown from six employees in the summer of 2022 to over 140 now. We’re one of the biggest breaking operations in the world,” says Zach Stanley, CEO of WeTheHobby. “When our community visits in person, they’re blown away.”

The company’s expansion has coincided with significant growth in the card-trading industry in recent years, driven largely by social media. WeTheHobby’s online presence has played a major role as well, with more than 50,000 followers on Instagram and 44,000 on TikTok. 

A partnership with Fanatics, a global digital sports platform of several businesses, along with its presence on Whatnot, a live-stream shopping platform where users buy and sell cards via video auctions, has also fueled growth.

Stanley recognizes that, alongside online content, creating a space for in-person connection is essential. The retail space, which opened last year, plays a crucial role in bringing fans together.

“The retail space gives people a place to connect with other enthusiasts in person, which adds a level of engagement digital alone can’t match,” he says.

That sense of community has shaped much of Stanley’s business endeavors, both in location and his longtime interest in sports cards. He has been interested in cards since his childhood in Brighton, when Stanley’s father would bring home packs of trading cards. Before starting WeTheHobby, he owned a fantasy sports and sports betting software business.

Opening a shop where he grew up and turning his hobby into a business venture is a matter of pride for WeTheHobby’s chief. His passion is evident; his office features a baseball signed by “Rookie of the Year” star Thomas Ian Nicholas.

In just a few years, WeTheHobby has evolved from breaking cards in what was essentially a closet studio to operating a retail store and seven studios at the site that stream daily on Fanatics Live and Whatnot. The company also aims to shift its focus from live card breaking to live shopping and entertainment.

This shift, along with the company’s rapid growth, presents new challenges. Stanley says that while retail is a priority, continued expansion of WeTheHobby’s digital footprint is important. 

At the same time, the leadership team, also consisting of Chief Operating Officer Sam Osborn and Senior Media Director Sarina Morales, is focused on maintaining their culture as the company continues to grow. Building a successful business depends on finding the right people and continually innovating, Stanley says.

“A big reason that businesses become complacent and fail is a lack of foresight and allowing success to drive complacency and lead to a lack of hunger,” he says. “We’re not lacking for that here.”

Looking ahead, WeTheHobby expects to explore additional retail locations. Stanley is considering another location in the Rochester area within the next two years, with an even stronger focus on building a social hub. He also anticipates more hiring in the coming years, adding to a team that’s already nearing 150 employees, consisting of sales representatives, card breakers and on-air personalities, among a variety of other positions.

“Our main goal is to shift from being viewed just as a sports card breaking company to a live shopping media and entertainment brand,” Stanley says. “We’re pushing into original content and aiming to become a household name in fan entertainment.”

Liam Conroe is a member of the Oasis Project’s second cohort. 

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