Meet the Athlete Who Turned His Passion for Hockey into a Thriving Sporting Goods Franchise
For Adam Larson, co-owner of a Play It Again Sports location in Mansfield, Texas, hockey has always been more than a sport — it’s a lifelong passion. Growing up in Tulsa, Oklahoma, he played the game year-round and never left the ice. A former Mansfield StarCenter rink manager, Adam now hosts a hockey podcast, coaches youth teams, teaches skating lessons and champions grassroots hockey across the Dallas-Fort Worth region.
When he and his business partner, Aaron Zielke, started exploring investment opportunities, one brand quickly came to mind: Play It Again Sports. Known for selling quality used sports gear both in-store and online, the franchise gives customers cash for gently used items and offers trade-in and upgrade options.
Like all Winmark brands — Once Upon A Child, Plato’s Closet, Music Go Round, Style Encore — Play It Again Sports combines affordability with sustainability, keeping billions of items out of landfills.
We caught up with Adam to hear how his lifelong love for the game turned into a thriving business opportunity.
Winmark: Hi Adam! It’s great to talk to you today. Tell us how you came to open a Play It Again Sports franchise?
Adam Larson: I grew up shopping at Play It Again Sports in Tulsa. I was in there all the time checking out the latest hockey gear. Hockey is one of the most expensive sports — kids need at least a dozen pieces of equipment just to get on the ice. They also outgrow it constantly, so keeping up can be tough for families.
Years later, while coaching Aaron’s son, we were talking about how difficult and expensive it was to find gear locally. When we started looking at business ideas, Play It Again Sports checked every box.
I was familiar with how they were set up, and that structure matched one of our primary goals: providing something beneficial to the community.
Winmark: So, is there a definite focus on hockey in your store?
Adam: No, we focus on all sports. We joke that being in Dallas, the only sports we don’t stock are snow sports. Baseball is our biggest category by far, golf is second and hockey comes in third.
I think hockey’s popularity surprised some of the folks at Winmark, but Dallas is fortunate to have a very active hockey community. It’s one of the top hockey markets in America for several years running. The Stars, our NHL team, do a great job with youth development. There are 16 sheets of ice within an hour of here. We knew that we would be able to sell hockey equipment. That’s what sparked the idea in the first place.
Winmark: Community seems central to your story. How does it shape your business?
Adam: Community is everything. We got started because we saw a need among local hockey families, but we’ve been able to grow because kids here are so active in every sport. Most play multiple sports, and their siblings do too. So, we’ve naturally expanded beyond hockey.
We love being that neighborhood store where people can come in, trade up and talk shop with folks who actually play the same games they do. That personal connection makes all the difference.
Winmark: How did you guys get started pursuing your franchise?
Adam: We were looking for franchise opportunities and it was Aaron who brought up Play It Again Sports. It immediately clicked. Aaron’s the numbers guy, and he reached out to Winmark to get the ball rolling.
Signing the lease was the most complicated and time-consuming part, but everything else has been simple and straightforward. The training and support we received was absolutely great. Everyone at Winmark has been incredibly helpful.
Winmark: We love to hear that. You’ve been open since late May. How’s it going?
Adam: It’s going really well! We’ve been hitting all our financial goals, maybe a little bit better than expected. Like any new business, there’s been a learning curve, but we’ve adapted quickly. The response from our community has been so positive. People generally want to see us succeed because they know this store helps their families (and their wallets).
Winmark: What kind of feedback are you hearing from customers?
Adam: Parents are thrilled to have a place nearby where they can trade in old equipment and get quality gear without breaking the bank. And our team really connects with all the customers. One of our employees coaches high school hockey, another coaches baseball and we even have a college softball player. Everyone here genuinely loves sports and helping people find what they need.
That shared enthusiasm shows. People walk in and immediately see we are part of the community, not just selling to it.
Winmark: Adam, any advice for other folks interested in opening a Winmark franchise?
Adam: At the end of the day, if your area needs a mission-driven resale retailer who gives back to the community, and if that demand is there, you can supply it. We pretty much knew from our own personal experiences, but we did our research and backed up our idea and so far, it’s working!
Take the next step toward becoming a Winmark franchise owner
Learn more about franchise opportunities for all five brands across North America. If you’re passionate, like Adam, about community, building a business and giving back, we’d love to hear from you.