Sport Shops in Racquet Facilities: Adapting to the Online Challenge

The retail landscape has dramatically shifted over the past decade, particularly for sport shops within racquet sports facilities. Once a cornerstone of facility income, these shops now find themselves competing head-to-head with online giants, making profitability a significant challenge. Shaun Sullivan, UK and Ireland distributor for Oliver rackets, shared insights in an interview with the SFN about how to successfully navigate this changing environment.

Historically, facility-based sport shops accounted for around one-third of racket equipment sales, alongside traditional sports retailers and large chain stores. However, the rise of online platforms has substantially altered this distribution. Players increasingly visit pro shops to try equipment, only to later purchase the items online at lower prices. Shaun highlighted that a primary mistake facilities make is pricing above online competitors. This approach quickly leads to a loss of credibility among club members.

Despite these challenges, sport shops within racket facilities remain valuable—but their success hinges on adapting strategically. Shaun emphasized several essential factors for a successful integration:

Competitive and Transparent Pricing

Facilities must ensure pricing is comparable to online options. Shaun noted cases of shops selling rackets at significantly inflated prices. Once players discover they can find the same products cheaper online, word spreads quickly, undermining trust and driving customers away. Transparent pricing, clear discounts, and price-matching policies help retain customer loyalty.

Product Testing and Honest Advice

Allowing customers to test rackets is critical. Players value hands-on experiences, something online stores cannot easily replicate. Shaun pointed out that offering trial programs, such as allowing customers to test rackets with protective grips, can make a significant difference. Facilities that provide honest advice and guide players toward suitable equipment build trust and encourage purchases.

Efficient and Accessible Service

Sport shops should be conveniently integrated into a facility’s reception area, ensuring easy access and staffing. Shaun mentioned a scenario where the shop entrance was located through a locked office, significantly reducing sales. Efficient and friendly customer service—ideally managed by reception staff who can quickly assist—boosts spontaneous, impulse purchases like grips, wristbands, and socks.

Essential Product Offerings in Sport Shops

Rather than stocking extensive inventories, facilities should focus on essential items that players frequently need or forget. Shaun recommends a compact, well-organized display at reception, featuring commonly required accessories—grips, wristbands, shoes, shorts, and balls. Such necessities often prompt immediate, on-site purchases.

Restringing as a Revenue Stream

Squash racket restringing services remain highly profitable and valued by leisure players, particularly during challenging economic periods. Shaun noted increased interest in restringing among recreational players, seeing it as a cost-effective alternative to buying new rackets.

Community Engagement and Partnerships

Finally, Shaun advises facilities to leverage relationships with racket brands, which often sponsor professional players. Facilities can collaborate on exhibitions, tournaments, and promotional events, enhancing visibility and attracting customers.

In conclusion, sport shops within racquet facilities no longer represent the revenue powerhouses of the past. However, by strategically addressing pricing, providing exceptional service, offering key products and restringing services, and engaging actively with brands and the community, these shops can remain significant contributors to a facility’s overall appeal and profitability.