Tightly Orchestrated Process and Competitive Tension Drive Outsized Exit

Founded in 2005 and headquartered in Middletown, CT, RecDesk is one of North America’s leading recreation management platforms, serving over 1,000 customers in 49 states and numerous provinces throughout Canada. RecDesk is a robust cloud-based recreation management software platform that automates back-office operations, streamlines enterprise-wide collaboration, enhances citizen engagement, and optimizes recreational workflows for parks & recreation departments, aquatic centers, schools, and community centers. The platform’s extensive features include membership management, program registration, facility scheduling, and integrated payment processing, all designed to improve efficiency and the user experience for community organizations.

The Situation

Despite its innovative products and loyal customer base, RecDesk recognized the need to scale operations and enhance its market reach to capitalize on emerging opportunities across the recreation management sector. The company aimed to explore strategic options, ranging from a majority recapitalization to a growth or private equity fund to a potential sale to a larger strategic organization that could provide the resources and expertise necessary for accelerated growth. Having built a relationship with the founder of RecDesk, Mike Morris, over the last three years, Ascend’s relationship-oriented approach and deep understanding of the market, buyer landscape, and desired outcome helped solidify the mandate in a competitive bake-off.

 

 

Industry
  • Software & Technology
Client Type
  • Owner/Founder
Services Provided
  • Sell-Side Transactions
Press Release(s)
READ RecDesk PRESS RELEASE

The Strategy

  • Comprehensive Positioning: Ascend developed a thorough understanding of RecDesk, taking into account its financial performance, market position, product-market fit, and growth potential. This analysis provided a clear piture of RecDesk’s value proposition, which was crucial for positioning and casting vision for buyers around the value RecDesk could provide either as a platform for a private equity fund or a transformational add-on for a larger strategic buyer.
  • Targeted Buyer Identification: Having deal experience across a myriad over vertical software markets, including FinTech, GovTech, SportsTech, and PropTech, as well as the software private equity landscape, Ascend developed a thoughtful approach to constructing the buyer universe. Ascend incorporated strategic buyers who were similar to RecDesk, but more importantly strategic buyers who would benefit from RecDesk’s capabilities vis-à-vis geographic expansion, product offering expansion, revenue acceleration due to cross-sell, payments monetization, or end market expansion.
  • Bespoke Materials and Strategic Analysis: Ascend created customized materials for each buyer during the Management Meeting phase. Key strategic analyses included performing whitespace and cross-sell analyses between RecDesk and each buyer, mapping inorganic growth opportunities, optimizing pricing strategies, developing a combined go-to-market strategy and sales flywheel, and conducting a thorough analysis of synergies.
  • Negotiation and Deal Structuring: Ascend facilitated negotiations between RecDesk and Clubessential Holdings, focusing on optimizing the deal structure to maximize value for RecDesk’s shareholders while ensuring alignment with the strategic objectives of both parties. This included considerations such as purchase price, structure, speed and certainty to close, transition planning, and employee retention.
  • Due Diligence and Closing: Ascend managed the due diligence process meticulously, ensuring transparency and addressing potential concerns to facilitate a smooth closing. By coordinating efforts among the diligence parties, legal advisors, tax advisors, and other key stakeholders, Ascend mitigated risks and expedited the transaction timeline.

The Results

The acquisition of RecDesk by Clubessential Holdings was successfully completed, marking a significant milestone for both companies:

  • Strategic Synergies: The integration of RecDesk’s innovative recreation management software with Clubessential Holdings robust membership engagement solutions created a comprehensive offering for customers in the recreation and leisure industry.
  • Enhanced Market Position: The combined entity strengthened its market position, expanded its customer base, and increased competitive advantage through diversified product offerings and enhanced service capabilities.
  • Maximized Shareholder Value: Ascend’s strategic advisement enabled RecDesk’s shareholders to realize maximum value from the transaction, validating their years of dedication and investment in building a successful software company. The process yielded +100% increase in purchase price when comparing the offers RecDesk prior to retaining Ascend and launching a process to closing, marking an exceptional exit for the shareholders.
  • Competitive Process Management: Ascend managed a tightly controlled process that attracted significant interest from potential buyers. RecDesk received 50 indications of interest (IOIs), held 13 management meetings, and received 10 letters of intent (LOIs), demonstrating the competitive nature of the sale process orchestrated by Ascend. This robust interest validated RecDesk’s market position and enhanced its negotiating leverage.
  • Efficient Transaction Execution: The transaction was closed within 30 days from signing the Letter of Intent (LOI) with Clubessential Holdings, underscoring Ascend’s efficiency and commitment to meeting client objectives.

The Ascend Advantage

Ascend’s comprehensive approach and positioning strategies resulted in an outsized valuation for RecDesk. By highlighting RecDesk’s unique market position, innovative technology, and growth potential, Ascend attracted multiple competitive offers, ultimately driving up the purchase price and securing favorable terms for RecDesk’s shareholders. Ascend’s role in representing and advising RecDesk in its sale to Clubessential Holdings exemplifies their commitment to delivering exceptional outcomes in the technology sector. Moreover, the “clean walk deal” structure with robust RWI coverage, combined with Ascend’s strategic guidance, ensured a successful outcome that optimized terms for shareholders and the combination with Clubessential Holdings positioned RecDesk for continued growth and success within the recreation management software market.

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