Gordon Geiger took over as chairman of the National Sporting Goods Association in 2024 and continues to lead the organization for another year while also working his day job as co-owner with his brother, Chas Geiger, of Geiger’s, a team dealer and two-store sporting goods retailer specializing in the snow sports based in the Cleveland, OH area (Chagrin Falls and Lakewood). Geiger’s is now a fourth-generation family business that was founded in 1932 by his grandfather. Gordon’s son, John, is highly involved as buyer and merchandise manager for its men’s apparel, while Susan, his “lovely bride for 45 years,” has also been an integral part of the store’s success as merchandiser and buyer for its ladies apparel lines. Team Insight goes one-on-one with the NSGA chairman.

Team Insight: We have to ask this first: How does being a Cleveland Browns fan – and Cleveland sports fan in general – prepare you for the challenges of running a sporting goods store?

Gordon Geiger: Resiliency and a “never say never” attitude I suppose. Cleveland loves their professional teams (Browns, Cavs and Guardians). In running our stores, that same attitude and love of what we do carries through. Since our beginning in 1932 we have been through just about everything — world wars, pandemics, recessions, depressions and 16 presidents. Being able to pivot and react to the business climate and our customers’ needs is essential.

But not too many championship celebrations. But to go on, you explained to me that Geiger’s is primarily an outdoor/snow sports retailer, with about 10 percent done in team business. How do the two types of business complement each other?

We see the differences as a complement to each other. Continuing to promote our brand (Geiger’s) is paramount. While shopping at our stores for team-related items, checking out our selection of lifestyle apparel and footwear is a really nice cross-selling opportunity. During the fall/winter season we see the same thing with snowsports gear. We do a large season lease business in skis for that growing child.

That is unique combination.

Yes, it’s a bit odd, but that’s what keeps us unique and memorable.

So how does Geiger’s handle the team business and which sports are strongest for you?

We have always done a nice job in the team business area. Baseball, soccer and swim are our specialties, primarily with local walk-in traffic. Tom Willard (team sales manager) has been with us over 30 years and knows our customers as well as I do. He and his small team do an excellent job.

What’s a typical day like for you these days?

I’m an early bird, so I like to get in by 8ish. I review sales KPIs, schedules and staffing, inventory balancing between the stores, on-line sales … that sort of stuff.  

What do you see as the opportunities and/or challenges in this unique retail environment in 2025?

As for opportunities, I see our business continuing to thrive with personal service.  We’re in an environment where in the last 10 years much of our customer communication has been automated with email, texts and social media marketing. We’re now seeing a boomerang effect in store traffic — customers really want to see, touch and try on before they buy.

Switching to your role as NSGA chairman, what do you see as the challenges for NSGA in the immediate future? How about the opportunities?

One of the most immediate challenges for NSGA and the industry is the uncertainty surrounding tariffs. We’re not looking to debate the politics around tariffs, but we are concerned about the effects of those increased costs and the potential negative impact it could have on sports participation throughout the country. The roller coaster ride of constant changes makes planning difficult and contributes to applying the brakes to growth and investment.

Any other challenges impacting the team business in particular?

Industry consolidation continues to challenge our industry, as does the infusion of private equity money into the sporting goods industry.  

How so?

Smaller independent retailers and team dealers are crucial to developing sports participation, building support for new products and brands, and we need to make sure they have all the tools they need to be successful. I don’t think the challenge is, “How do we stop consolidation or private equity investment?” It seems to me it is in the adaptation and evolution to succeed in the environment regardless of what it is. Increasing reliance upon technology to deliver what customers expect is critical and NSGA has provided information and resources to hit that target.

Sort of a combination of technology and the personal touch.

Yes, one of the biggest opportunities for our industry is collaboration. We are stronger together if we work with each other to address the challenges that exist. This is a relationship business and it is crucial those relationships are enhanced with all of the current uncertainties.  

What do you see as NSGA’s continued role in the business of sporting goods?

NSGA does a tremendous job of making sure its members and everyone in the industry is set up for success through Advocacy, Communications, Operational Excellence, Research and Networking (ACORN). NSGA provides additional tools and resources business owners need so they can focus on the day-to-day aspects of their operations.

How does the association make sure that happens?

NSGA will always be here to go to bat for the retailers and team dealers. That includes facilitating dialogue at the annual Leadership Conference or through other communication vehicles. Our research tools, like the recent Sporting Goods Industry Relationship Survey and the Brand Ratings surveys, contribute to that dialogue in a positive way. It also includes making sure our voices and business concerns are heard on Capitol Hill, with national sports governing bodies and with suppliers.

I have been told by past chairman that one of the benefits of being chairman is you get the big suite at the annual NSGA Leadership Conference. True?

Some years’ accommodations are better than others, but the NSGA team does its best to take care of us while we’re at the conference.

Any other benefits?

On a serious note, the opportunity to play a role in helping guide the retailers and team dealers to success is a huge benefit. Working with the NSGA Board of Directors and Matt Carlson and the NSGA team has been a tremendous experience. Being part of an organization that is so mission committed to grow the business and advocate on behalf of its members is a tremendous honor and I’d encourage those of you who are not involved to join us. We could use your help and support. Everyone involved has great ideas and is committed to making this industry better.

What are your personal takeaways from being in your position as both an association leader and a retailer?

The opportunity to have a leadership role in an industry my family has been a part of for more than 90 years is humbling and inspiring. It has given me greater appreciation for what we are doing to make people’s lives healthier and more enjoyable.

Finally, when we meet again at the 2026 NSGA Leadership Conference in Nashville, what do you want to have accomplished?

It’s impossible to predict what the climate with tariffs will be like a year from now, but I would like to make sure everyone navigated the challenge successfully through transparency and collaboration. I would like to see some of the sports organizations and entities outside of our industry have a better understanding of how decisions they make can affect us. I want to do what I can to promote how much fun and exciting it is to be involved in an industry where the equipment, uniforms and protective products are on display every day.