play it again sports

 How did you get involved in this business?

I was a customer of the store for many years while my kids were in sports. I loved the concept of buying quality, used sporting goods and being able to trade it back in when my kids outgrew their gear and trade up for the next set of gear. Fast-forward 15 years, when I looked around at businesses to own, the same retail concept seemed as relevant as it did when I was outfitting my kids. We get a lot of joy watching parents and kids get involved in local sports that they otherwise might not be able to afford it.

What distinguishes you from other businesses in your category?

We are unique in that you can create your own discount at our store. By bringing in your quality, used sporting goods, you can trade in your gear and create a significant discount on your purchase. Try doing that at another sports retailer. Our store is also very full. We know the store is packed, but what area do you cut out? Our customers love looking for the deals, whether new or used.

What do you like best about your line of work?

Watching kids put on their first pair of lacrosse gloves, pads and helmet and seeing the sheer joy in their face is the most rewarding aspect of my job. I also have an absolutely fantastic staff and they are experts in fitting sporting goods. The staff interacts on a personal level with every customer to give them a great shopping experience in our store. They take pride in their work, and customers tell me routinely that they have had a great experience buying their sports gear.

What is your business’ biggest challenge?

Our biggest challenge is getting enough used equipment in the door. We spend a lot of time and money advertising to our customers that we buy quality used sporting equipment. We can’t buy everything but we sure try to buy as much quality gear as possible. We also carry a significant amount of new sporting goods to supplement what we don’t have in used. To remain relevant, we strive to carry the most current product lines in many of our sports categories.

Something people might be surprised to learn about you or your business:

Our store has been serving Aurora for more than 20 years. I’m only the third owner in all that time. We have a very loyal customer base and we are always trying to reach new arrivals. Being a small business, without the large corporate presence, we have to rely on word of mouth and local advertising to get the word out that we are here to help outfit kids and adults for their sporting needs.

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Business: Play It Again Sports
Address: 18883 E. Hampden Ave.
Hours: 10 a.m.-8 p.m. Monday through Friday, 10 a.m.-7 p.m. Saturday, 11 a.m.-5 p.m. Sunday
Founded: 1992
Contact: 303-627-6301, playitagainsportsaurora.com
Employees: 9