JJ Roupe serves as the CEO of USA Prime Southeast, the largest USA Prime organization in the country, overseeing more than 140 teams across multiple states.

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A Trussville native, JJ was a multi-sport standout at Hewitt-Trussville High School, where he served as team captain and earned All-Metro honors as a catcher in baseball while also playing quarterback and wide receiver in football. Prior to his senior year, JJ signed a Division I baseball scholarship with Jacksonville State University. Following his collegiate baseball career, he transitioned to football and signed with Samford University, where he played wide receiver under former Auburn great and Heisman Trophy winner Pat Sullivan.

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JJ began his coaching career at Hewitt-Trussville High School, where he served as the baseball program’s hitting and catching coach while also coaching wide receivers for the football team. He later joined the staff at Oak Mountain High School as Co-Offensive Coordinator and Wide Receivers Coach.

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Following his time in high school athletics, JJ accepted a job at Samford University and spent two years on the football support staff working in Operations, Player Personnel, and On-Campus Recruiting under Head Coach Chris Hatcher.

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After Samford, JJ transitioned into private baseball instruction and spent more than a decade as a professional hitting instructor, helping develop players from the youth level through the professional ranks. In 2021, he opened the BBP facility in Vestavia Hills which later grew to 5 full time staff and 200 plus lessons each week. He later founded USA Prime Alabama and served as the Head Coach for USA Prime 14u National for 2 seasons while continuing to run the Alabama territory for USA Prime. 

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In January 2025, USA Prime Southeast acquired USA Prime Alabama and JJ retired from private instruction and on-field coaching to join the front office. Initially joining as a consultant to baseball operations, by November 2025, he had risen to the role of CEO. In his first major initiative as CEO, JJ brokered USA Prime Southeast’s landmark apparel partnership with Adidas, the largest non-collegiate apparel deal in Adidas history.

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JJ is married to Rachel, and together they have three children: Brayden, Addie Kate, and Anna Claire.