There are plenty of athletic retail outlets across mid-Michigan where you can buy your favorite sports gear. Athletic footwear, sporting equipment and just about any accessory you can think of are probably just a few miles and a couple of right turns from wherever you live. But choose wisely and you can learn enough to make an informed decision and save a few dollars over the long haul.

Modern Skate & Surf

Whether you are hot dogging it on a skateboard or gettin’ wet on a wakeboard, doing it safely is the most important factor. But looking good is a close second.

Modern Skate & Surf in Lansing specializes in what is called the “action sports” industry and caters to a youthful clientele that cares about looks.

“This is really a lifestyle industry. Not only does it matter what skateboard you are using, but also what type of skateboard shoes you wear,” says Scott Lamb, director of human resources for Modern Skate & Surf.

Modern Skate & Surf, founded in 1979 by owner George Leichtweis, focuses on three specific areas of action sports: inline skating, skateboarding and snowboarding. The 3,600-square-foot Lansing location is in the Frandor Shopping Center.

Modern Skate & Surf, which also has locations in Grand Rapids and Royal Oak, sells all of the protective gear associated with those adventurous sports.

“We have employees here who have the expertise to get people into these sports safely. Our employees are engrained in the culture. That is the key to our success,” Lamb says.

Modern Skate & Surf, which typically has about ten employees, sits nearby Ranney Skate Park, which opened in 2002. Lamb said the skate park’s proximity to the store is advantageous for business.

“We were heavily involved in helping raise money for the skate park project. It’s another tool for us to help introduce people to action sports,” Lamb says.

In fact, the Grand Rapids and Royal Oak Modern Skate & Surf stores have skate parks attached. The Royal Oak location boasts the third largest indoor skate park in the United States with over an acre of ramps and rails.

The skate shop industry, which historically is a very demanding business, has been hard hit by the weak economy, Lamb says.

“The margins are not very good in the action sports business. You have to make sure you select the right products and hire the right people to survive. That’s why you see so many shops come and go within a couple of years,” Lamb says.

“Customers are feeling it right now. They are making incremental upgrades to existing products, maybe buying new wheel bearings, rather than buying a whole new piece of equipment.”

Modern Skate & Surf’s community involvement is more important now than ever before, Lamb says.

“We have always been very active; whether it is a skating demo at a local library or hosting events at the YMCA, we are out there and helping grow the sport. It’s the only way you can survive,” Lamb explains.   

Playmakers

Curt Munson, co-owner of Playmakers in Okemos, has the formula for success. It’s EP-ATCI-7. That combination of letters and numbers represents an acronym for his store’s mission statement.

“It means Playmakers should be enjoyable and productive for staff, customers, vendors and the community. It reflects our core values, which are attitude, teamwork, communication and innovation. And finally, we use Stephen Covey’s 7 Habits of Highly Effective People to help achieve our goals,” Munson explains.

The formula has worked for Munson, who purchased the Playmakers in Meridian Mall in 1981. The store moved in 2002 to its current location on Grand River Avenue, just west of the mall, in the former Schmidt’s grocery store with the shopping cart lady sign out front.

Munson calls Playmakers, with its three large saltwater fish tanks and 24 skylights, a “destination store” loaded with loyal repeat customers.

“We have a unique and enjoyable store, but our most important asset is having great people on our staff,” Munson states.

Munson takes special pride in having more staff placed within the running industry than probably any other single athletic store in the country. Twenty-five former staff members have gone on to work for companies like Nike, Adidas, New Balance, North Face, Merrell and others.

“We work very hard to stay on top of product innovation and we also work with companies on product innovation. Our staff plays a very important role in that,” Munson says.

Munson says his store has a combination of 52 full- and part-time employees.

Playmakers, well known for sponsoring running events across mid-Michigan and the Playmakers’ Race Series, stocks all of the latest high-tech running shoes, but Munson says the basics have remained the same for his business over the years, “finding the best products for our customers.”

Munson says the biggest change he has seen through the years is the understanding of how important stretching, strengthening and proper form in walking and running are. Playmakers’ Wednesday evening injury clinic, run in conjunction with the Michigan State University sports medicine department, has offered free advice to over 10,000 local fitness participants.

Munson sold 75 percent of his business in equal shares to three longtime Playmakers employees last year. The new ownership team includes partners Brian Jones, John Benedict and Tom Keenoy.
Munson, an avid runner, says he has no plans to slow down and will keep working at the store into the future.