ASHLAND — HSLD is striving to create a physical presence in the hometown of its founder.
Dr. Zach Bernhard, an Ashland native, established HSLD (High Speed Low Drag) LLC in 2023. Pronounced “hustled,” the brand largely lives online — creating promotional photo and video material for athletes and schools across the state.
But a proposed 200,000-plus-square-foot indoor sports complex at 268 E. 4th St. would certainly extend the brand outside of the screen.
Bernhard’s father purchased the 5.6-acre property in May 2025, next to the former National Latex building, according to previous reporting. During the inaugural HSLD golf outing three months later, Bernhard unveiled plans to construct the sports complex.
He discussed the vision on July 30 during an interview with Ashland Source. Bernhard provided examples like T3 Performance in Avon and University Hospitals Drusinsky Sports Medicine Institute in Beachwood as ways to envision this style of complex.
But those two examples are more performance-based facilities, he said.
“Where is your one-stop-shop in Ohio? It really doesn’t exist,” Bernhard said. “We’re just trying to capture all of the things that are on the rise (like flag football, esports) in addition to the staples that have always been there.”
Below is a slideshow of conceptual renderings (designs subject to change) of the HSLD Sports Complex, courtesy of HSLD LLC.
The main entry and parking apron. A covered canopy leads into the concourse, where ticketing and the HSLD shop sit inside the doors. 
A full 100-yard field with end zones and goal posts under the field house roof — a regulation football field available indoors in February. 
Field level at midfield. Five-row sideline bleachers sit on an apron clear of the playing surface, with team benches opposite. 
The hardwood hall converts court-by-court: ceiling-mounted hoops fold up as volleyball and pickleball nets drop. Shown half in each configuration. 
Inside the entry, a wayfinding spine directs visitors toward the courts and field house, past ticketing, the HSLD shop and a live-event media wall. 
Eight power racks stand on lifting platforms across the floor, with plate trees at right and a cardio mezzanine above. 
A 120-seat esports arena faces a competition stage, caster desks and an LED wall. The wing it shares also holds two drone soccer cages. 
From the northeast, the field house dominates the massing with the circle badge on its end wall and the concourse stepping toward the street. 
Designs for the complex include a full 100-yard turf field, eight convertible hardwood courts, a performance center and an innovation wing for drone soccer and esports, according to Bernhard.
With plans for a footprint spanning more than 200,000 square feet, how would the space be used? Bernhard provided the following breakdown, subject to change:
- Turf field house (70,000 square feet): One full 100-yard field with end zones, goal posts and five-row sideline bleachers set clear of the playing surface. Football, 7-on-7, flag and soccer, indoors, all winter.
- Multi-use courts (30,000 square feet): Eight hardwood basketball courts that convert to sixteen volleyball or pickleball courts — hoops fold up as net systems drop, court-by-court.
- Innovation Wing (16,500 square feet): Two FAI-sanctioned drone soccer cages — the first in Ohio — plus an 120-seat esports arena with an LED wall, caster desks and a show-control deck.
- Performance Center (22,000 square feet): Eight power racks on lifting platforms, dumbbell wall, plate trees, machine row and a turf sled lane, with a cardio mezzanine above.
- Concourse and food (15,000 square feet): The East 4th Street entry: ticketing, a live-event media wall, the HSLD shop and a grill and market facing the concourse.
- Operations and sports medicine (14,500 square feet): Locker rooms, officials’ rooms, a sports medicine suite, administration and back-of-house support.
What would an indoor sports complex do for Ashland?
Bernhard provided an overview of the community impact the HSLD complex could provide for Ashland.
All figures are year-five projections from HSLD’s 2026 economic impact analysis (which is based on a market where nine million people live within a two-and-a-half-hour drive from the city).
- $134.5 million in annual regional economic impact.
- 1,660 full time equivalent jobs supported.
- 252,850 additional area hotel nights booked per year.
Why Ashland?
His hometown always has a special place in Bernhard’s heart. But Ashland is also an affordable market to launch the effort, he said, also highlighting Ohio’s recent recognition as the top state for business, according to a CNBC study.
That doesn’t mean the complex won’t come at a high cost. It’s hard to project the amount of capital investment that will be needed, said Bernhard, who brought up Ashland University’s Niss Athletic Center as an example.
“That ran close to $10 million. We’re looking at something that’s two times the size of the Niss,” he said. “That’s going to at least be twice, if not three times, the price tag.”
But recent investments and revitalization around Ashland have given Bernhard reasons to believe it’s a worthwhile goal to chase.
“I’m not guaranteeing it (sports complex) gets done by any means. It’s a dream still at this point, but I would very much like to see it in the next two years get off the ground, and if all things go well, be built up and us be running flagship programs out of there,” he said.
“I don’t see why we can’t look ahead and say, ‘Hey, this is how things are moving. We’re positioned very good in this city right now to continue the momentum. Why not try and get this done and be a destination for people rather than somewhere people just pass through.'”
Building for the future since 2023
The brand has spent the past three years largely creating promotional material for athletes and high school sports around the state.
HSLD also produces a wide variety of athletic clothing and accessories, including shirts, shorts, hoodies, joggers, leggings, hats and shaker bottles.
Building brand awareness and an online following have been major focuses while Bernhard completes subspecialty training in sports medicine in Florida at Orlando Health. A 2012 Ashland High School grad, Bernhard continued his football career at Ashland University, transitioning from quarterback to linebacker.
Now a board-eligible orthopedic surgeon, he earned a B.S. in biochemistry and an MBA in healthcare leadership at AU. He then completed his orthopedic surgery residency at Cleveland Clinic, where he served as chief resident.
“I’m not saying people have to come to me, but if we have this following of athletes and this brand, then we can kind of be the sports authority start to finish,” Bernhard said. “Your media, branding, apparel and heaven forbid your injuries and performance and training.
“That’s where my passion is and ultimately the stuff I want to do.”
PREVIOUS REPORTING
2027 Sports Open set for July 31, 2027
The third annual HSLD Sports Open golf outing will take place a bit further into summer next year on July 31 at the Ashland Golf Club.
The outing joins athletes, community leaders, business professionals and supporters for a day of golf, networking and updates as HSLD continues building its future. It includes competition, contests, prizes and chances to network.
A shotgun start will kickoff next summer’s outing at 10 a.m. at 1333 Center St. Registration is currently open for those interested in participating. Sponsorship opportunities are also available.
Bernhard said 80 golfers participated in 2026 and the goal for 2027 is 32 teams of four (128 golfers).
