Justin Lawless is the Owner of USA Prime Southeast and has been immersed in the baseball world for over two decades. With coaching experience across all age groups, his mission has remained constant: to build something that gives athletes more than just a place to play.

 

He started with a single 10U team in Huntsville, Alabama under the Knight South name. From that small beginning, he built a 40+ team organization serving players ages 7 through 18. In October 2023, Justin partnered with USA Prime, launching USA Prime Southeast with 36 teams. Less than 18 months later, the program has grown to over 100 teams across the region.

 

Under his leadership, more than 50 players have gone on to play college baseball within the program’s first four years—on pace to double by 2026. That growth is a reflection of a culture built on development, opportunity, and genuine connection.

 

Justin’s focus has never been just on tournament results, but on creating a program where players and families feel valued, supported, and seen. His approach blends mentorship, exposure, and personal growth, helping athletes succeed in the game—and beyond it.

 

Outside of baseball, Justin has been married to his wife Whitney for 25 years. Together they’re raising four incredible kids: Stone (20), Holland (18), Reddic (16), and Parks (12). Family remains his greatest motivation, and the heart behind everything he builds.