Franchisor Stories
Franchise Opportunity Deep Dive: Play It Again Sports pairs new and used sporting goods with a buy-sell-trade model, creating recurring inventory, strong local engagement and multiple revenue streams.
Play It Again Sports has spent more than 35 years proving that consumers are willing to buy quality used sporting goods when they can save money, trade in equipment they no longer use and shop locally. Operating under parent company Winmark Corporation, the concept has become the largest buy-sell-trade sporting goods franchise in North America, giving customers an affordable way to stay active while extending the life of sports equipment.
Unlike traditional sporting goods retailers that rely entirely on new merchandise, Play It Again Sports combines new products with locally sourced used inventory, creating a unique value proposition for both buyers and sellers. Franchisees purchase gently used equipment directly from customers for cash or store credit, then resell those products alongside new inventory from leading manufacturers. The result is a retail model that benefits from multiple revenue streams, recurring local inventory sourcing and increasing consumer demand for resale.
Play It Again Sports was founded in 1983 and began franchising in 1988. Today, the brand operates as one of five resale franchise concepts owned by Winmark Corporation, alongside Plato's Closet, Once Upon A Child, Music Go Round and Style Encore. Winmark was originally incorporated as Play It Again Sports Franchise Corporation before changing its corporate name to Grow Biz International in 1993 and ultimately becoming Winmark Corporation in 2001.
The concept was built around a simple but powerful idea: sporting equipment often has a relatively short period of use, particularly for children and growing athletes. Rather than letting quality equipment sit unused in garages and closets, Play It Again Sports gives consumers the opportunity to sell those items back while offering other families affordable access to gently used equipment.
Today, franchisees operate retail stores that buy, sell and trade new and used sporting goods across dozens of categories, including baseball, hockey, golf, fitness, football, soccer, skiing, snowboarding, lacrosse and more. The stores emphasize value, sustainability and convenience, serving everyone from youth athletes to recreational players and fitness enthusiasts.
Mission: Play It Again Sports aims to help communities stay active by making quality sporting goods more affordable while promoting sustainability through the resale and reuse of equipment.
Vision: The brand's vision is to be the leading destination for buying, selling and trading sporting goods while extending the life cycle of athletic equipment and helping families participate in sports at every level.
Play It Again Sports continues to seek qualified franchise candidates throughout the United States and Canada. Opportunities exist in many major metropolitan areas where demand for sporting goods, youth athletics and resale retail continues to grow. Prospective franchisees can explore available markets through the brand's franchise development website.
Initial Costs: The estimated initial investment required to begin operation of a Play It Again Sports franchise ranges from $346,300 to $459,700. According to the 2026 Franchise Disclosure Document (FDD), these costs break down as follows:
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $25,000 | $25,000 |
| Fixtures & Supplies | $40,000 | $52,000 |
| Signs | $11,000 | $16,000 |
| Security System & Cameras | $1,500 | $4,000 |
| Point-of-Sale System | $18,800 | $22,700 |
| Leasehold Improvements | $7,000 | $12,000 |
| Build-Out | $35,000 | $55,000 |
| Deposits & Business Licenses | $8,000 | $18,000 |
| Letter of Credit | $0 | $5,000 |
| Opening Inventory | $100,000 | $120,000 |
| Miscellaneous Pre-Opening Expenses | $40,000 | $50,000 |
| Rent (3 Months) | $20,000 | $30,000 |
| Additional Funds (3 Months) | $40,000 | $50,000 |
Initial Franchise Fee: According to Item 5 of the 2026 FDD, the initial franchise fee is $25,000 for a single Play It Again Sports location and is due in a lump sum when the franchise agreement is signed. Existing Play It Again Sports franchisees opening an additional location, as well as franchisees of another Winmark concept, receive a discounted franchise fee of $15,000 for each additional store.
Ongoing Fees: According to the 2026 FDD, Play It Again Sports franchisees are responsible for the following recurring fees:
Type of Fee | Amount |
| Continuing Royalty Fee | 5% of gross sales/week |
| Marketing Fee | $1,500/year |
| Cooperative Advertising | Up to 5% of gross sales/year |
| Software Fee | $295/month |
ROI Potential: According to the 2026 FDD, the 287 franchished stores operating for the entirety of 2025 reported the following annual gross sales:
| Quartile | Average | Median | High | Low |
| Top 1/4 (71) | $2,104,837 | $1,731,561 | $7,143,846 | $1,420,591 |
| 2nd 1/4 (72) | $1,195,720 | $1,198,624 | $1,420,174 | $1,017,767 |
| 3rd 1/4 (72) | $869,473 | $869,743 | $1,014,764 | $724,529 |
| Bottom 1/4 (72) | $533,437 | $556,824 | $724,512 | $223,430 |
| Total (287) | $1,172,630 | $1,014,764 | $7,143,846 | $223,430 |
Before franchisees open their Play It Again Sports store, Winmark provides extensive assistance throughout the development process. The franchisor helps evaluate proposed trade areas and reviews potential store locations and lease agreements to ensure they meet the brand's requirements. Franchisees receive guidance on store design, layout, fixtures, signage, merchandising and construction, as well as support selecting the required point-of-sale system and technology. Winmark also assists with opening inventory planning through its Buying Group, coordinates new store development, and helps prepare franchisees for their initial "buy days," when they begin purchasing used sporting goods from customers to build inventory before opening.
Play It Again Sports requires franchisees to complete an extensive initial training program before opening. Training combines classroom instruction with hands-on experience and covers every major aspect of operating the business, including store operations, buying and pricing used sporting goods, inventory management, merchandising, financial management, marketing, customer service, technology systems and loss prevention. Franchisees also complete an online financial management course during the training process. Following opening, Winmark continues to provide educational opportunities through regional meetings, webinars, conferences and ongoing training programs designed to keep franchisees current on new operational procedures, merchandising strategies and technology updates. Additional training may also be required when new systems or programs are introduced.
Support continues well beyond opening day. Franchisees receive ongoing assistance from Winmark's operations team through regular field visits, operational coaching, business reviews and performance benchmarking. The franchisor provides updated operating manuals, merchandising guidance, inventory management support, marketing resources and access to national buying programs that leverage the purchasing power of the entire franchise system. Franchisees also benefit from ongoing communication with corporate support staff, regional meetings and the sharing of best practices across the franchise network. Through Winmark's Buying Group, operators gain access to negotiated purchasing programs with leading sporting goods manufacturers while maintaining the flexibility to source quality used merchandise locally.
Technology serves as one of the core components of the Play It Again Sports operating system. Franchisees utilize Winmark's proprietary point-of-sale software, inventory management tools and reporting systems that track sales, inventory turnover, buying activity and financial performance. The software platform is designed specifically for resale retail, allowing operators to efficiently purchase, price and manage thousands of unique used items alongside new merchandise. Franchisees also receive ongoing software updates, maintenance and technical support, along with access to digital marketing tools, reporting dashboards and other technology resources that help improve operational efficiency and customer engagement.
While previous sporting goods experience can be beneficial, Play It Again Sports primarily looks for franchisees with strong leadership abilities, sound business judgment and a commitment to customer service. Successful candidates are expected to enjoy working within their local communities while building relationships with customers who regularly buy, sell and trade sporting goods.
Play It Again Sports is designed as an owner-operated retail business. Franchisees are expected to be actively involved in daily operations, particularly during the early years of ownership. Responsibilities include hiring and managing employees, purchasing used inventory from customers, overseeing merchandising, monitoring financial performance, executing local marketing initiatives and maintaining brand standards. While experienced operators may eventually build management teams capable of overseeing daily operations, Winmark expects owners to remain actively engaged in the business.
Winmark does not directly finance franchise purchases. However, the company offers limited financing through its Buying Group by assisting qualified franchisees with inventory purchases. Franchisees may establish a letter of credit or cash deposit to participate in the Buying Group, allowing Winmark to purchase inventory on their behalf and invoice the franchisee. Outside of this arrangement, franchisees typically secure financing through third-party lenders, SBA loans or conventional commercial financing.
"Coming from the franchise background, with Winmark it was different. It felt like we were true partners. … There’s been someone there from the beginning until now."
- Jason M, Franchisee — Mt. Juliet, Tennessee
"We're 100% happy with our decision to purchase our stores and move forward. Looking back, I wouldn't change anything."
- Rob L., Franchisee — Orleans and Barrhaven, Ontario
"It's really been a rich experience for us to grow and develop the store, but also connect with our staff, our family, and the community outside."
- Jace and Liz T., Franchisees — Florence, Kentucky
The global secondhand goods market (which includes sporting goods) is valued at over $535 billion and is growing at a rapid 12.4% CAGR. While a specific global dollar figure for just the used sporting goods sector isn't isolated from general retail, it is a key driver within the broader $540.1 billion sporting goods and hobby retail market.
Play It Again Sports occupies a unique position within the sporting goods industry by combining resale retail with traditional sporting goods merchandising. Rather than competing solely on price or selection, the brand differentiates itself through its buy-sell-trade model, locally sourced inventory and established reputation within the resale marketplace.
Primary competitors include Academy Sports + Outdoors, Big 5 Sporting Goods, Scheels, Hibbett Sports and SidelineSwap.
Prospective franchisees generally move through the following development process:
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