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A generational shift is reshaping the consumer marketplace — and it's creating significant franchise opportunity for the right entrepreneurs. Curiosity-driven consumers are discovering new passions through social media and streaming video, and they want the gear to match. From skates to synthesizers, Winmark's resale retail brands are meeting that demand every day.
Two brands in particular — Play It Again Sports and Music Go Round — are exceptionally well-positioned in two of today's fastest-growing resale retail categories.
Market Tailwinds: Why Resale Retail Is Thriving
Millennial and Gen Z Consumers Are Redefining Value
According to GlobalData's 2024 "Secondhand Selling Report," Gen Z spends more on used clothing, gear, and equipment than any other generation — motivated by environmental values, a desire for unique finds, and lifelong familiarity with quality resale shopping.
Millennials share this mindset. Together, these two generations represent the largest concentration of active consumers in the marketplace, and both prioritize value and sustainability over conspicuous consumption.
As Millennials' families grow and their interests expand, previously owned sports gear and musical instruments are becoming go-to solutions for budget-conscious families seeking quality and affordability.
Digital Culture Is Fueling Interest in Music and Sports
Social media and streaming video are driving unprecedented interest in athletic and musical pursuits. Instructional content and influencer-driven inspiration are making new hobbies feel accessible — and creating ready-made customers for resale retailers.
The numbers back it up:
- A 2024 "Digital Media Trends" report from Deloitte Insights found that 82% of Gen Zs and 70% of Millennials discover new artists or music through social media or user-generated content.
- Since 2025, guitar sales have jumped nearly 9%, with electric guitars accounting for 58% of all sales (Shelftrend).
- Fortune Business Insights attributes much of this growth to increasing interest in diverse music genres — undoubtedly fueled by social media — and a thriving retail environment.
- McKinsey's "Sporting Goods 2025" report shows that Millennials and Gen Z are significantly more likely to be physically active and participate in sports than previous generations.
- The National Sporting Goods Association (NGSA) found that more than three-quarters of Gen Z shoppers prefer to purchase sporting goods in-store rather than online — and cite the ability to touch, feel, and check product quality as the top reason.
Why Play It Again Sports and Music Go Round Stand Out
Community-Embedded Franchise Owners
At Play It Again Sports and Music Go Round, franchise owners aren't just retail operators — they're coaches, musicians, and community members who are passionate about helping customers develop real skills. Play It Again Sports franchise owners are often the Little League coaches, youth hockey organizers, and volleyball mentors in their communities. They understand the value of quality gear and the financial pressure families face keeping up with growing athletes.
Music Go Round franchises have become gathering places where musicians talk gear, buy high-quality used equipment, and sell instruments directly to the store for payment on the spot. It is the largest reseller of used musical equipment — a distinction that carries weight with gear-savvy shoppers.
A Business Model Built for Today's Consumer
Winmark's resale franchise model is designed around what today's consumers want most:
- Instant value: We pay cash on the spot for used gear, creating a loyal base of repeat buyers and sellers.
- In-store experience: Our proprietary online inventory system lets customers find what they need and arrange to try it in store — meeting Gen Z's strong preference for hands-on retail.
- Sustainability: Our circular model keeps used equipment out of landfills and production waste out of water supplies, aligning with the environmental values driving resale growth.
- Franchisee focus: With 100% franchisee-owned locations, Winmark's corporate team is entirely focused on supporting franchise owner success.
More Than Three Decades of Franchise Innovation
For more than 35 years, Winmark has pioneered and refined the circular retail franchise model. Our franchise owners know their customers by name. They are embedded in their communities — and that's precisely what makes the model work. We've built new franchise categories from the ground up while continuously improving the systems, tools, and support that help franchise owners thrive.
Is a Winmark Resale Franchise the Right Fit for You?
Winmark's franchise development process starts with a conversation. We introduce our concepts, walk through the model, and work to ensure the opportunity is the right fit — for both sides.
If you're exploring resale franchise opportunities and want to learn more, we'd love to connect.