WALKTHRU LABSCase study · Professional sports
The pro-league playbook.
The problem
Our co-founder Bryce Morgan was employee number one at the PPA Tour, and he's its President today. He helped create, launch, and execute professional pickleball — a league that has run 100+ events since 2020, peaked at 1.05 million viewers on CBS, merged with Major League Pickleball under the United Pickleball Association, and raised $200M+ from Apollo Sports Capital.
Behind that growth was the same operational reality every fast-growing company knows: metrics scattered across a dozen tools, expenses matched against travel receipts by hand, and a financial picture that had to be reconstructed from scratch every time someone asked for it.
What we built
Jackalope is the tour's company dashboard — every metric, tool, objective, and employee task in one place. Transactions are matched to travel receipts automatically. Trips get planned in the same system that pays for them. And the leadership team gets a clean financial picture with growth models on top, instead of rebuilding it by hand.
One screen answers the questions that used to take a week of spreadsheet archaeology: how are we doing, what's coming, and who's on what.
We didn't learn vertical integration from a book. We ran it on a professional sports league first.
Where it stands
Jackalope runs inside the PPA Tour today — and it's the origin of the Walkthru Labs dashboard practice. It's the same shape we build for a boiler company, a batting cage, or a home builder: every metric, every objective, every task, one screen. The logo changes. The machine doesn't.