From Court to Community: How Syd Sanchez Is Building Thailand’s Basketball Experience

When you ask Syd Sanchez what Swish is, he won’t say a court, an academy, or an event brand. He calls it an experience—and that framing explains both the growth of Swish and the momentum behind Thai basketball today.

From corporate trainer to court builder

Syd’s path wasn’t a straight line into sports. After moving to Thailand from the Philippines, he worked in education and corporate training across organizations like Wall Street English, Chris English, and Wine Connection. Those roles honed two muscles that now power Swish: showmanship (keeping people engaged) and systems (helping teams level up). The entrepreneurial spark arrived first through F&B with Bun Me & More, and then—on passion and persistence—through Swish.

Like many early-stage founders, Syd faced false starts: an outdoor court that didn’t fit the local market, failed pitches, even moments where selling the business seemed like the only way forward. What changed? He stopped selling a facility and started cultivating a community.

A community-first engine

Swish now spans facility rentals, a growing academy, events, and brand partnerships. But the center of gravity is the people who show up—after long workdays, with their kids and friends, to hoop and hang. That community became Swish’s most valuable asset: it created retention, drove word of mouth, and opened doors that cold emails never could.

Crucially, Syd learned to ask a different question of partners: not “Here’s what we do—use us,” but “How can we help you win?” That shift unlocked collaborations with brands like Gatorade, Anta, and Decathlon, and with international schools across Bangkok. The result is a flywheel: community builds credibility; credibility attracts partners; partners expand programs; programs grow the community.

Why youth basketball is exploding

Swish’s academy emerged organically—first by hosting coaches, then by building programs in-house. Two forces converged: parents eager for structured sport and kids discovering team play, discipline, and joy. Tournaments and leagues multiplied, corporate brands shifted from lifestyle to active wellness, and youth participation surged. By some counts, 2023–24 marked the first time basketball participation growth outpaced football in Thailand—a milestone that mirrors what players and parents feel on the ground every weekend.

For Syd, youth development isn’t just about churning out elite athletes. It’s about delayed gratification—showing up to train, learning to be coached, caring for your teammates, and seeing the payoff months later beneath the arena lights. The trophies matter; the habits matter more.

The state of Thai basketball—and what’s next

Basketball in Thailand has always had demand; access and structure lagged. Historically, you played through school teams, and if you weren’t in the “A squad,” opportunities were scarce. That ecosystem is changing. Today, multiple private leagues run concurrently, clubs and academies cater to various levels, and brands actively fund the grassroots. It’s still not the highest-margin industry, but it is a high-meaning one—and that’s why quality operators and committed coaches keep showing up.

Swish’s next chapter reflects that momentum. Beyond regular programming and brand events (including 3×3 showcases), Syd’s team is building a new complex near Sukhumvit: fully decked-out, a full gym (in partnership with TNT), and—finally—ample parking. It’s a bet on scale, access, and the idea that basketball in Bangkok deserves a true home base.

The takeaway for builders (on and off the court)

Syd’s story offers three simple lessons:

1. Lead with experience. Facilities and formats come and go; communities endure.

2. Serve before you sell. Ask partners what they truly need—and be the team that delivers it.

3. Invest in the youth. The surest path to a durable sports ecosystem is helping kids fall in love with the game.

   
   

Swish began as a court. It became a community. And now it’s evolving into an ecosystem that helps Thailand’s next generation play, belong, and grow—together.

Episode 6 of The Exponential Show features Syd Sanchez of Swish. In Syd’s words, Swish is an “experience” for people who love basketball.