Team Insight

10 • Team Insight ~ September/October 2024 teaminsightmag.com A n ita and Chuck Adam found themselves over 50-years-old just as the manufactur- ing sector where they both worked started disappearing in Colorado. So they spent two years trying to figure out how to produce the income they needed. But, although they were skilled and successful, they truly ran into the "aged" wall outside of the manufacturing environment. So aer much research, on December 8, 2012 they opened in a sporting goods store in Northglenn, CO, near a Sports Authority (remember them?). en the adventure really began. Here it is, in their own words. Tell us your story about how you decided to get into the team sports business. Anita: Chuck had been a coach for over 30 years for football, baseball, soball and basketball and I had "Team Mom-ed" for 23 of those years. In talking about what we wanted to do for our future it dawned on us to do what we were already doing — helping in the sports environment. Chuck: We started out in a 4000-square-foot store in Northglenn and after seven years we moved to our current location. Here we are in 2500-square feet off a very busy street. When we started the business, we soon found a niche in supplying football equipment and 2nd Time decided to back up sales with service and parts on the helmet and equipment we sold. Customers would come to us to fix problems they were having with equipment and in doing so we formed a relationship with them. Soon, we were stocking pants for the league and now we supply everything from uniform tops to fan wear. How would you describe 2nd Time Sports today? Who is your target market/customer? Anita: Well, we recently secured the extension of our lease for another three years! We are currently changing the store for our snow season. Our biggest growth has been in this sport. In fact, this year we have invested in a new ski/snowboard rental fleet. Of course we will transition again for football, baseball, soball, etc. early in 2025. Chuck: 2nd Time Sports is a community store with a reputation for friendly, knowledgeable sales and service for both families and youth leagues. We stock the largest inventory of football equipment in the state, as well as having a large inventory of both new and used baseball, soccer, volleyball, basketball and ski/snowboard equipment. 2nd Time targets mostly individual families looking for help on their equipment needs and want to have the option of purchasing new or gently-used equipment. We see our expansion into larger team sales as the customers seem to like the service and support we bring to the table. Partnering with local teams is a big part of your business? Anita: We have been doing team and leagues for a number of years. Mainly we do football, baseball, soball and basketball. We would like to do more in all the other sports since we can do any uniforms and equipment. We also partner by helping coaches who send players to us that may not have the resources. We are discreet so the players doesn't know or we'll discount a "special" that the parents aren't feeling bad about. We don't have deep enough pockets like the big-box stores to "sponsor." We hope next year we can budget for that. What are the challenges of running a small team sports business in Colorado in 2024? Anita: I honestly have so many that I need to choose just a couple for time's sake. Margins are number one: "Keeping sports affordable for families" isn't just a jingle, it means something to our whole crew. Chuck: e challenges of team sales from a small retailer are many and too large to list here. Larger team dealers with huge sales and support staff have discount advantages we do not currently enjoy. Internet providers do not have the same overhead burden and can provide discount prices. ANITA AND CHUCK ADAMS CO-OWNERS, 2ND TIME SPORTS, NORTHGLENN, CO One-on-One With .... TEAM TRENDS We can make decisions and take advantage of market conditions quicker than our larger competitors. Anita handles the day-to-day administrative duties and I handle the sales floor and inventory.

• Cover