The objective of this study was to explore and identify the factors affecting business process management in sports service startups in Iran. This research used a mixed-methods approach (qualitative and quantitative). The qualitative sample consisted of managers and experts knowledgeable about the topic, with the theoretical saturation point reached after 15 participants. In the quantitative section, the target population included PhD students, professors, and experts in sports management, as well as individuals with academic backgrounds and significant experience in sports startups. Based on the sample size formula for infinite populations, 384 participants were selected. Data collection tools in the qualitative phase included interviews and in-depth interviews, while in the second phase, a researcher-developed questionnaire was used. Data analysis in the qualitative phase was performed using grounded theory methodology through open coding, axial coding, and selective coding. For the quantitative analysis, construct validity of the questionnaire was calculated, and exploratory factor analysis was conducted using SPSS 20 and Smart PLS3 software. The results of the study indicated that variability (the increasing changes in marketing of sports startups and adapting to these changes through the design of informational websites) with a path coefficient of 0.920, sustainability (active presence in popular social media networks and efforts to maintain and sustain sports businesses in the long term) with a path coefficient of 0.951, resource acquisition (having a strong marketing team in businesses and hiring specialized personnel in startups) with a path coefficient of 0.941, and knowledge management (increasing knowledge about sports services in businesses and expanding information about sports startups) with a path coefficient of 0.951 were identified as causal conditions for business process management in sports service startups in Iran. Overall, these results emphasize the importance of developing and strengthening the factors of variability, sustainability, resource acquisition, and knowledge management in sports service startups. It is recommended that managers and policymakers in this field focus on designing and implementing strategies that enhance these conditions in emerging organizations.