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A look back at the beginnings of Cook's Sporting Goods. NORTH WILKESBORO, NC COOK'S SPORTING GOODS Owner: Mark Cook, president and CEO History: Mark grew up in his family's business, Cook's Sporting Goods, which was started in 1946 by his grandfather, Flake Cook. Aer attending college and moving out of state to work at Lowe's Companies, Mark returned to Wilkes County in 1996 to work at Cook's alongside his father, James Cook, and grandfather until Flake's passing. Father and son continued to work together until James' unexpected passing in 2018. roughout their time together, Mark and James each brought unique talents to their business and both helped it to develop through the changing industry landscape. Aer James' passing, Mark continued to grow Cook's to more than 60 employees who currently serve more than 300 schools and recreation departments covering western North Carolina and Brunswick County. "In the beginning, we sold a lot of automotive supplies, tires and appliances," recalls Cook. "In the 1960s, my father bought out my grandfather's partner and in 1974 my father bought a 30,000-square-foot building in one of the first shopping centers in the county. Heading into the 1990s, the shopping center became desolate, so the store moved in 1996 — this is our 29th year with the [relocated] store and 2026 marks Cook's 80th anniversary." Most Gratifying Aspects: "We very much appreciate our vendors. We try to take care of the community here. I was adopted so to me, family is who loves you and who helps you — we don't hire, we adopt and have created a work family. Our employees are our family. You also have to do your part with customers and the community and we try to be fair, equal and wise with resources, building trust over time. If you don't have those relationships, there's nothing there. We're building something together and that's what makes it worth the effort. e business allows me to have an impact on and relationship with our employees and the community — they're all important to me." Challenges: "It's not easy working for family, but it's an amazing blessing to have that time with them. Financially, the main challenges are the uncertainty of tariffs, rising costs, the economy and nationwide competition as well as massive corporations with lots of resources." Looking Ahead:"We have three parts to our business: team sales, decoration and the retail store. Team sales is the biggest portion of our business and we see an opportunity to grow. I have two amazing girls and I'd love for someone to come join me, but they have to have a love and a passion for the business. I still need to set up a board of directors and come up with a long-term plan." The Future of Family-Owned Team Businesses: "Small family businesses are built on service and relationships, and they're the heart and soul of the team business and the people they're serving. e future will be harder — you need resources to survive. ere are fewer family businesses today because they're being bought up by larger entities." Team sales, decorating and retail make up the business these days at Cook's Sporting Goods. sportstylemag.com • sportstyle July/August 2025 • 55

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