A big change in the world of team sports occurred earlier this year when a national network of independent dealers called United Team Dealers (UTD) was formed to collaborate, share resources and support one another in an ever-changing business environment. The goal: “To find new and improved ways to serve their local communities with the personal attention that has always defined the team sports business.”

“We chose this business because we enjoy working directly with schools, coaches, athletes and families,” explains Allen Reynolds, of Cook’s Sporting Goods in North Carolina and now also president of United Team Dealers. “We’re proud of the trust we’ve built in our communities and we want to continue delivering that same personalized experience as the industry changes.”

United Team Dealers’ strength is further reinforced through its partnership with Sports, Inc., providing members with access to impactful programs, purchasing support and long-term growth initiatives designed specifically for independent dealers. The relationship is built on shared commitment and mutual value, with UTD members actively engaged in shaping opportunities that enhance competitiveness and sustainability.

UTD will also maintain a strong connection with the National Sporting Goods Association (NSGA), recognizing its vital role in advocating for team sports and supporting independent dealers.

Team Insight reached out to Reynolds to go One-on-One to learn about who and what UTD is, what it looks to accomplish and where it hopes to be a year from now.

Team Insight: Let’s start at the beginning: When did the UTD concept come up and who was involved?

Allen Reynolds: United Team Dealers is the result of decades of trusted industry relationships. Over the past few years, a select group of highly experienced dealers – each bringing 20 to 45-plus years in the business – aligned around a shared vision at a time when the opportunity to lead the next phase of the team channel became clear.  

Why did the concept become important?

The idea has existed for years, but the current market made the timing clear. As the landscape continues to shift, we recognized the need to become more aligned, more scalable and more intentional — both in how we compete and in how we deliver a higher and more customized level of service to our customers and partners.

Was the challenge from competitors such as BSN, DTC and importers a factor in this concept?

While companies like BSN and others have done an excellent job building scale and consistency in the market and continue to play a major role in shaping its direction, our approach is intentionally different.

How so?

As independent dealers, we remain nimble, locally driven and highly customized in how we serve our customers. Our decisions are made close to the customer, allowing us to deliver a more responsive, relationship-based experience that isn’t constrained by centralized decision-making. We believe lasting value is created through service, trust and execution at the local level — and UTD is about bringing those strengths together in a more aligned and scalable way.

Help us out here and give us the elevator pitch for UTD as it takes shape.

Sure. UTD is a national alliance of best-in-class, independent team dealers that combines decades of experience with a shared commitment to growth, service and operational excellence.

So what’s in it for the dealers in the network?

What’s in it for our members is simple: partnership, shared expertise and better outcomes. UTD allows dealers to leverage proven best practices, operate more efficiently and make more informed decisions. By learning from each other and aligning where it matters, we create stronger, more profitable businesses.

So how do you classify UTD? A buying group or something else?

UTD is not a buying group. It is a strategic alliance of leading independent team dealers focused on collaboration, shared best practices and long-term growth. It is designed to enhance – not replace – the existing structure, while continuing to support and strengthen the partnerships that have been critical to our success.

You have mentioned that the Sports, Inc. relationship is vital? How so?

We highly value our relationship with Sports Inc., which will continue to play a vital role as we move forward.

How about your continuing relationship with NSGA?

Our relationship with NSGA is unchanged. In fact, membership is a mandate within UTD, reflecting our strong support for the organization and the important role it plays in the industry.

Your member companies don’t seem to overlap much in territories, correct? Is that on purpose, sort of like the old days of TAG not having competing members? And will you be able to continue that?

We’ve focused on aligning strong operators in their markets, while being mindful of overlap. That said, our mindset is partnership over competition. Even where there is overlap, it’s approached collaboratively, allowing members to share best practices openly and work together without internal friction.

And what is in it for your vendors?

For vendors, UTD represents a more thoughtful and aligned way to partner. We understand that each vendor has different goals and strategies and we approach those relationships with flexibility — not a one-size-fits-all mindset. Our focus is on long-term partnership, execution and mutual growth, rather than transactional pricing conversations.

So what is your message to those vendors?

We’re here to grow with you. UTD represents dealers who understand how to build brands at the local level and deliver results. This is about alignment, consistency and long-term partnership.

What has been the vendor response so far?

The response has been very encouraging. Vendors recognize the experience, professionalism and alignment within UTD and there’s strong interest in building meaningful partnerships.

Whatabout UTD’s relationship with team portals such as OMG and Chipply?

Our focus is on delivering the best experience for our customers, regardless of platform. UTD will continue to work with leading solutions while aligning on best practices to improve efficiency, consistency and overall execution across the group..

Finally, where should UTD be in a year and what is it going to take to get there?

A year from now, we expect UTD to be a well-aligned network of best-in-class dealers with strong vendor partnerships and a consistent, high level of execution across the group. Our focus is on disciplined growth, thoughtful expansion, and continued alignment — leveraging the experience of our members to build something sustainable and impactful over the long term.