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Fans First: Change The Game, Break the Rules & Create an Unforgettable Experience
The Savannah Bananas should not exist.
You can't name any of their players. They play in a 1920s-era ballpark with no ads or billboards. They play in kilts, stilts, and stilettos. They even have an all-grandma dance team: the Banana Nanas.
Everything the Bananas do is unconventional. It shouldn't work.
And yet they sell out every game, have a waitlist in the thousands, ship merchandise around the globe, and entertain millions of followers on social media.
ESPN calls the Bananas "the greatest show in baseball."
How is this even possible?
Two words: Fans First.
Packed with behind-the-peel stories, hard-earned lessons, and a few other surprises, Fans First teaches you how to stand out in your marketplace, drive explosive growth, and inspire fanatical loyalty.
If this all sounds bananas, that's the point. Normal leaders read normal books and get normal results. But if you're ready to change the game, break the rules, and create your own unforgettable team, then it's time to go Fans First.
You can't name any of their players. They play in a 1920s-era ballpark with no ads or billboards. They play in kilts, stilts, and stilettos. They even have an all-grandma dance team: the Banana Nanas.
Everything the Bananas do is unconventional. It shouldn't work.
And yet they sell out every game, have a waitlist in the thousands, ship merchandise around the globe, and entertain millions of followers on social media.
ESPN calls the Bananas "the greatest show in baseball."
How is this even possible?
Two words: Fans First.
Packed with behind-the-peel stories, hard-earned lessons, and a few other surprises, Fans First teaches you how to stand out in your marketplace, drive explosive growth, and inspire fanatical loyalty.
If this all sounds bananas, that's the point. Normal leaders read normal books and get normal results. But if you're ready to change the game, break the rules, and create your own unforgettable team, then it's time to go Fans First.
356 pages, Paperback
Published May 13, 2022
274 people are currently reading
1146 people want to read
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Displaying 1 - 30 of 88 reviews
May 14, 2024
Great book, easy read and if you want to be fired up and challenged on how to get more excited about your day to day definitely recommend. Fair warning ‼️ Jesse will really make you question how much you care about your job and what you do.
September 13, 2024
Great business read!!
June 25, 2025
My family got me this book for Father’s Day. I don’t know if it merits 5 stars, but it’s the fastest I’ve ever read a book. It’s not even the one I wanted, but it’s the one I needed.
September 25, 2022
Great leadership lessons on prioritizing community (fans) but with stories that are literally bananas. 🍌
February 26, 2025
If you're not making all your decisions based on a simple, clear mission statement, you need to hear how it's done from Jesse Cole in 'Fans First.'
A lot of marketing/business books talk about using a guiding principle, and about how important it is to experiment and learn from your failures. I haven't heard anyone truly embody what this is like before hearing Jesse Cole's story of the Savannah Bananas.
Jesse is an entertainment and fan experience juggernaut. He hits some home runs, but isn't afraid to take risks and fail fast and hard, and inspires the same from everyone around him, all grounded in one simple principle: fans first.
Mistakes happen, experiments fail, haters hate. While Jesse has a contagious optimism in light of all these challenges and more, you don't feel like he's some yellow-tuxed Pollyanna. He expresses a tinge of stress, but the recovery is fast and furious.
For example when the team's announcer and DJ, Mark "SHARK" Ediss, popped on "Take Me Out to the Ballgame" instead of the National Anthem at the start of a game in the early days, Jesse jumped on the mic with "Nope. National Anthem, Shark." The fans all laughed, Shark pivoted, and a fun and unique experience followed as everyone sang along.
Among so many great stories and lessons, one stood out to me: empowering yourself. Jesse shares a story about his first GM job, and pitching ideas to the team's owner. The owner never gave Jesse his thoughts about the ideas, he just asked "Jesse, what do you think?"
What was the lesson?
Instead of pitching ideas, take ownership, make a decision, and tell your boss what you're planning to do.
This really resonates, doesn't it? I've tried to implement this in my own work and I do feel like it's made a difference. If I catch myself asking for approval when it's something my boss expects me to take control of, I think "what do I think?" and reframe with confidence.
One ridiculous caveat: You'd better like to hear quotes by Walt Disney, because you're in for about 30,000 pounds of them. (<-- Veiled banana reference.) Good quotes, pertinent quotes, but MANY Walt Disney quotes.
This is a fantastic book that I've wanted to read for a while. Don't be like me. Don't wait. Read it now (or listen to it - Jesse reads the audiobook and it's amazing hearing it right from him).
Have you read it? Been to a Bananas game? What do you think?!
A lot of marketing/business books talk about using a guiding principle, and about how important it is to experiment and learn from your failures. I haven't heard anyone truly embody what this is like before hearing Jesse Cole's story of the Savannah Bananas.
Jesse is an entertainment and fan experience juggernaut. He hits some home runs, but isn't afraid to take risks and fail fast and hard, and inspires the same from everyone around him, all grounded in one simple principle: fans first.
Mistakes happen, experiments fail, haters hate. While Jesse has a contagious optimism in light of all these challenges and more, you don't feel like he's some yellow-tuxed Pollyanna. He expresses a tinge of stress, but the recovery is fast and furious.
For example when the team's announcer and DJ, Mark "SHARK" Ediss, popped on "Take Me Out to the Ballgame" instead of the National Anthem at the start of a game in the early days, Jesse jumped on the mic with "Nope. National Anthem, Shark." The fans all laughed, Shark pivoted, and a fun and unique experience followed as everyone sang along.
Among so many great stories and lessons, one stood out to me: empowering yourself. Jesse shares a story about his first GM job, and pitching ideas to the team's owner. The owner never gave Jesse his thoughts about the ideas, he just asked "Jesse, what do you think?"
What was the lesson?
Instead of pitching ideas, take ownership, make a decision, and tell your boss what you're planning to do.
This really resonates, doesn't it? I've tried to implement this in my own work and I do feel like it's made a difference. If I catch myself asking for approval when it's something my boss expects me to take control of, I think "what do I think?" and reframe with confidence.
One ridiculous caveat: You'd better like to hear quotes by Walt Disney, because you're in for about 30,000 pounds of them. (<-- Veiled banana reference.) Good quotes, pertinent quotes, but MANY Walt Disney quotes.
This is a fantastic book that I've wanted to read for a while. Don't be like me. Don't wait. Read it now (or listen to it - Jesse reads the audiobook and it's amazing hearing it right from him).
Have you read it? Been to a Bananas game? What do you think?!
March 17, 2023
At first, I couldn't figure out what compelled me to buy this book. I'm not a baseball fan. I have no interest in running a business. Then it hit me: I am a fan; a fan of reading, a casual fan of the Savannah Bananas, a major fan of One Direction.
For the first half of this book, I don't even know if I would call it a book on business. It was filled with funny, personal anecdotes and a lot of fascinating history surrounding Savannah, the Savannah Bananas, and other companies that have excelled at putting fans first instead of short-term profit.
The second half of the book was undoubtedly about business, so I got a little bored. I really had to power through this portion, not only because it was a tad boring, but also because it was re-hashing the majority of the points already made in the first half of the book. I also felt that there were some embellishments on some pages about experiences (both fan and employee), based on my own walk-through of the stadium and interactions with the team.
Overall though, this felt like the perfect introductory history/business/fun anecdotal book for a fan. But not so much a business person.
For the first half of this book, I don't even know if I would call it a book on business. It was filled with funny, personal anecdotes and a lot of fascinating history surrounding Savannah, the Savannah Bananas, and other companies that have excelled at putting fans first instead of short-term profit.
The second half of the book was undoubtedly about business, so I got a little bored. I really had to power through this portion, not only because it was a tad boring, but also because it was re-hashing the majority of the points already made in the first half of the book. I also felt that there were some embellishments on some pages about experiences (both fan and employee), based on my own walk-through of the stadium and interactions with the team.
Overall though, this felt like the perfect introductory history/business/fun anecdotal book for a fan. But not so much a business person.
September 17, 2025
I’ll be the first to admit — I know very little about sports. Most of what I know comes from economics podcasts or from my husband. But I loved this book.
It reminded me a lot of The Power of Moments by Chip Heath and Dan Heath, which talks about how small, thoughtful touches (like a hotel’s “Popsicle hotline”) can transform an experience. In the same spirit, Jesse Cole shows how even in an industry as traditional as baseball, you can reinvent the customer experience by focusing on joy, fun, and connection.
I loved it so much that I’ve already signed up for Savannah Bananas tickets when they come to my area — and I want that to be my son’s first baseball game. The idea that every aspect of the experience — concessions, ticketing, even parking — can be delightful is powerful. It reminded me of Zappos back in its heyday, when “fanatical customer service” wasn’t seen as fake but as the opposite of apathy.
I don’t work in sports or entertainment, but the lessons here apply anywhere. I came away with ideas I can use in my own work, and also a new lens for what I’ll be looking for as a consumer.
It reminded me a lot of The Power of Moments by Chip Heath and Dan Heath, which talks about how small, thoughtful touches (like a hotel’s “Popsicle hotline”) can transform an experience. In the same spirit, Jesse Cole shows how even in an industry as traditional as baseball, you can reinvent the customer experience by focusing on joy, fun, and connection.
I loved it so much that I’ve already signed up for Savannah Bananas tickets when they come to my area — and I want that to be my son’s first baseball game. The idea that every aspect of the experience — concessions, ticketing, even parking — can be delightful is powerful. It reminded me of Zappos back in its heyday, when “fanatical customer service” wasn’t seen as fake but as the opposite of apathy.
I don’t work in sports or entertainment, but the lessons here apply anywhere. I came away with ideas I can use in my own work, and also a new lens for what I’ll be looking for as a consumer.
September 15, 2023
3.5/5
This was a gift as I'm a baseball fan. When I started this book, I thought it was about the founding of the Savannah Bananas and to an extent it is. Mainly this is a book about leadership in business. It was a little bit repetitive about the lessons learned from owning an independent league baseball team but the stories about the Bananas were fun, interesting, and sweet. If more companies treated their customers as in a "fans first" mentality rather than the bottom-line mentality, the world would be a better place. Overall, I liked the anecdotes, and the leadership portion wasn't bad either. A little self-congratulatory but I suppose Jesse Cole and this organization have earned some of that due to their reputation. Wasn't terribly long and not a bad read.
This was a gift as I'm a baseball fan. When I started this book, I thought it was about the founding of the Savannah Bananas and to an extent it is. Mainly this is a book about leadership in business. It was a little bit repetitive about the lessons learned from owning an independent league baseball team but the stories about the Bananas were fun, interesting, and sweet. If more companies treated their customers as in a "fans first" mentality rather than the bottom-line mentality, the world would be a better place. Overall, I liked the anecdotes, and the leadership portion wasn't bad either. A little self-congratulatory but I suppose Jesse Cole and this organization have earned some of that due to their reputation. Wasn't terribly long and not a bad read.
August 15, 2025
If one is in any relationship be it business, sports, education or service type of interaction this book is for you. If you've ever read a book on management, business, motivation or other aspects of life this hits all of that and so much more. The author, founder, showman provides both the struggle of a start up and the daily thought process of always making the product (entertainment) fun, entertaining and different every day. In essence, the business model is constantly evolving on a daily basis asking how we can make the fan experience memorable and lasting. He explains in detail the who, what, when, where and why of what they have done and continue to do to grow the brand. I will say that out of the management type books read in the past this might the best book ever.
July 15, 2024
4.5
. This book came along at a much needed time. Definitely a mood lifter and something I think all leaders should read. The take aways and reading lists were amazing and the channeling of adhd into being happy and fun and exuberant was like some one distilled one of the best experiences of my life (09 Camp Staph) and put it in book form.
I will definitely reccomend this to the leadership Corp. The only reason it's not a five is it did feel like a " have to finish " book at the end.
It was so overwhelmingly powerful and so overwhelmingly positive it was needed. Just 343 pages of it as well.
. This book came along at a much needed time. Definitely a mood lifter and something I think all leaders should read. The take aways and reading lists were amazing and the channeling of adhd into being happy and fun and exuberant was like some one distilled one of the best experiences of my life (09 Camp Staph) and put it in book form.
I will definitely reccomend this to the leadership Corp. The only reason it's not a five is it did feel like a " have to finish " book at the end.
It was so overwhelmingly powerful and so overwhelmingly positive it was needed. Just 343 pages of it as well.
July 19, 2024
A book about the Savannah Bananas, the most outrageous, unconventional team in American baseball, from its founder, Jesse Cole. A book about creating fans by engaging customers in (absolutely) every interaction - from the website to the parking lot. A book about overcoming ones fears (like dressing in a bright yellow tuxedo) and sticking to your purpose. A book about how creating fans (and fanatics) can drive unheard of business performance - like selling out games with waiting lists in the thousands. The approach might not work for everyone, but the lessons will - being fanatical about reviewing and in some cases reinventing - every part of the customer experience.
July 7, 2025
This was my second Savannah Bananas book of the summer, and it didn’t disappoint! Fans First dives into the Fan First philosophy created by Jesse Cole and the Bananas team. I loved it. The book is a fun, quick read packed with creative ideas to transform your organization and rethink what it means to serve your audience. It’s perfect for anyone in a leadership role- whether you’re running a business, leading a team, or, like me, working in education. I’m already planning to bring some of Jesse’s strategies into my work as an elementary school principal. Highly recommended for anyone looking to shake up the status quo and put people at the center of what you do.
February 27, 2023
I read "Find Your Yellow Tux" a couple of years ago, so when I found myself getting ready to interview for a job with a minor league baseball team, I was going to prepare by re-reading it.
I just happened to notice Jesse Cole wrote another book so I ordered it up instead.
I received another yellow book packed full of fun stories, & great life/business advice.
After the quick, entertaining read, I aced my interview with the Akron Rubberducks, who just so happen to be hosting the Savana Bannanas this July. Can't wait to see the team and the "Fan's First" show in person!
I just happened to notice Jesse Cole wrote another book so I ordered it up instead.
I received another yellow book packed full of fun stories, & great life/business advice.
After the quick, entertaining read, I aced my interview with the Akron Rubberducks, who just so happen to be hosting the Savana Bannanas this July. Can't wait to see the team and the "Fan's First" show in person!
January 19, 2024
If you ever want a book that is a grand slam home run out of the park this one’s it. I could not wait to read it and I heard Jesse Cole in my head reading it as I did. The Fan First theory for business is amazing. The way he included quotes from both execs and players and fans was awesome and the way he looks to change the world. If you want a business building, leadership, just overall great read book this one’s it. It’s a must read for everyone in my eyes. Who knows maybe fan first will be how your business ends up too.
August 30, 2025
Inspiring book that will make anyone a fan of Savannah Bananas. My main issue with this book is it needs an editor. The book starts in chronological order and then abandons it for what feels like a more stream of consciousness writing style. Ideas are repeated so often and mixed in with stories that are all over the timeline. If it went chronologically and pulling lessons from moments across their history similar to Unreasonable Hospitality this would be my favorite book of the year. Now I will continue to live on the wait list to one day see them play.
August 16, 2023
I’m a big fan of the Bananas, and of innovation. This book felt a little bit thin. There are some good ideas, but a lot of these ideas are focused on having fun. That’s all great, except for them, “fun” is wearing underwear on your head and fart jokes. It fits the Bananas, but some concepts are a little bit hard to translate into a non-entertainment focused business environment. 3.5 stars, rounded up.
September 8, 2025
Listened on Audible read by Jesse Cole, author and owner of the Savannah Bananas. I’m a sucker for anything with an “EXPERIENCE,” so I loved learning about the creativity that goes into a Savannah Bananas experience. Would encourage all business owners to listen and consider their customer experience. I admire how they’ve been a culture, program, and business by challenging the status quo and asking “WHAT IF…?” A fun listen!
December 27, 2022
This book is awesome! I work in fan experience for a sports organization and Jesse provided so many solutions to problems that have been on my mind! Learning about how the Savannah Bananas came to be and everything that goes into creating a unique experience for their fans was inspiring. I’m excited to implement what I’ve learned and I’m excited to see what’s next for the Bananas!
October 3, 2023
Take everything you’ve learned in business books and make it fun.
The emphasis on being fanatical is evident throughout this book — Jesse brought so much passion to what the Bananas do, I found myself emotional while reading.
A fantastic way to look at what you’re doing and think about how to kick it up a notch to inspire your team and fans.
The emphasis on being fanatical is evident throughout this book — Jesse brought so much passion to what the Bananas do, I found myself emotional while reading.
A fantastic way to look at what you’re doing and think about how to kick it up a notch to inspire your team and fans.
November 8, 2023
One of the best books of the year! As an aspiring small business owner, this book has changed my mindset and my personal and professional goals. I want to put my employees and customers first, and this book gives so many examples of how to do it. Jesse and the Savannah Bananas are an incredible team, and they share their zest for Fans First superbly well in this book.
June 2, 2025
Wrapped this one up. This was a great read not only as a Bananas fan, but as a business owner. This is a good one that inspires you to think differently on how to run your business but more importantly how to create unforgettable experiences for your people. It definitely got me thinking & I have a ton of new ideas that I can implement in my business. Solid read. 4/5 🍌🍌🍌🍌
October 25, 2025
Finished in <5days. Not just another business book with the same business ideas, this one is different. Jesse has not only created a business, but a fan base. He lives and breathes fans first and that is intensified with this book. The stories and firsthand experiences only help to solidify the fans. Would work for Jesse Cole and the Savannah Bananas in a heartbeat.
November 20, 2025
4 - 4.5 Stars ⭐️ This book was a read for my work book club. While it’s a business book, it’s so entertaining that I looked forward to reading it every week. It gives good actionable items that actually made me excited to try to implement them at work and it fostered super good conversations in our work book club. Now I’m excited to try to see a Savannah Bananas game in the future!
June 8, 2023
I loved this Fans First book. I especially enjoyed reading about how many of the things we do at our library are focused on patrons first. This book gave me more ideas about how we could help our library patrons, engage with them more and create a fun and safe place for everyone in our community.
April 18, 2024
This book is fun. It simulates a lot of ideas for how to create and maintain genuine relationships with your customers. How to be a fan of your fans. It made me laugh a lot. It also simulated great ideas for me in my business.
May 8, 2024
We read this for work and I really enjoyed it. I loved all the stories and quotes throughout the book and it’s a brainstorming think tank. It really made me think of ways to improve customer experience and how to make my employees feel better in a day to day experience.
June 12, 2024
This was a book which we discussed at work as part of our book club, it is easy to read and has a lot of great suggestions. I was skeptical about this book as i am not a big fan of baseball but I was pleasantly surprised by it.
July 26, 2024
I love Jesse. So inspirational. Banana Ball was great, but focused more on the team, where as this was a bit more on the philosophy behind the club. Mentally challenging how I think about my own workplace - I've recommended it to some colleagues.
August 4, 2024
One of the best professional development books I’ve read in a long time! Jesse Cole inspires us to serve radically, engage one another deeply, all while not taking ourselves too seriously. A must read for leaders!
January 10, 2025
Read for a work book discussion. Some very good, bold, ambitious ideas that work in the right setting. Good basic advice for taking chances and putting guests (or fans) first. It was a little repetitive and very anecdotal, but if that’s your thing, you’d enjoy it.
Displaying 1 - 30 of 88 reviews