‍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, softball 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, softball, 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, softball 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: The 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.

What is your favorite part of the job?

Anita: It is definitely the people you work with and work for.

Chuck: If you are a small business owner in America you need to have a real and deep passion for your store. Without it, you will not be able to endure the long hours, low pay and stress the business creates. We find that our customers become both clients and friends. We follow their children’s growth from their first glove or helmet to starting on the varsity high school team. 2nd Time Sports is now an invaluable member of our community and we get customers from all over Denver and Colorado.

So what’s a typical day like?

Anita: In-season it is getting the store physically ready for that day’s sales. Putting in re-orders for stock, placing special orders, receiving and tagging product, store merchandising and fixing the POS that is a constant pain, talking sports (everyone is an expert you know), and best of all, selling while educating our customers. That is the fun part.  

What are the challenges – and benefits – of spouses operating a business together?  

Anita: We are very diverse in our roles, Chuck is “Coach.” He knows the product and sales sides. He does the purchasing. We all learn from him, but he is the best. He is more casual and more relatable in the sports area. Coaches send their parents to us because of him. He can fit a helmet like no one else, fix things that others can’t and do it all with a great attitude. I am the manager, so all administration is my responsibility too. Our biggest friction comes along with our best assets — I am too detail-oriented for the sales side and he is too casual about doing certain things. Most times he can talk me off the control freak edge and I can get him to see the whole picture of what I’m trying to do. I think overall it enables us to be successful.

Chuck: 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. My biggest problem from being a mom-and-pop is making sure that business does not come home with us and create issues with our marriage. The other issue is if you are wrong about a stocking or administrative issue it can cost you dearly financially.

You say that this is a breakthrough year. How so?

Anita: We have an excellent team, a growth vision and a renewed lease. It used to be Chuck and I for eight years. Then our son, Chet, joined us in 2020. Then last year we had a stranger literally walk into our store and say, “I want to work for you.” We didn’t have the budget and really couldn’t afford his talents, but he convinced us to take a chance, which has been a godsend. Lastly, our bookkeeper, Amber, has enabled me to deal with the bigger issues and take some of the necessary but tedious tasks off of my plate, like cash flow and budgets. In whole, we are creating a plan that is being done by five people instead of two.

Chuck: It looks like we will soon be invited to join a buying group that will give us additional price advantages and access to more vendors. Our winter sports department is really ready take off and I see another strong year of growth and profitability. We have the right staff for going forward and increasing our business and we hope to be able to increase their hours and wages this year. The success of our team sales should springboard us forward next year to take on more of this type of business and now we know what to do and what not to set us and them for a successful partnership.

What are your goals headed into 2025 and what is it going to take to achieve them?

Anita: Everyone talks about a recession and the downsizing in business. Our goal is a double-digit growth year. We are finally able to join a buying group that will expand our margins, product selection and buying power. Chet is learning to be the go-to tech and website guy. Johnny is leading the merchandising and snow rental. Chuck is heading the league contact and presentations. I am looking for the best tax advisor so we don’t pay as much in taxes and can reinvest in the business to grow even more.

Chuck: Joining the buying group will allow us to be more competitive with the bigger team dealers in town and the internet vendors. We hope to learn functional Spanish to give our customers a better buying experience. We are working on landing a new league or two for uniform sales and building our sales and profit center so we can expand these offerings to our customers.

Any final thoughts?

Anita: Although I like the title of “mom-and-pop-store,” I’m really happy to be a grown up business.