Sporting Goods retailers don't do enough in promoting the sports associated with the equipment they sell; which could, in turn, help their equipment sales. Some display ads for local sporting events. But they could be promoting these with the same effort they use selling their sporting goods. Like most retailers, these stores are typically broken up into sections. Try using these areas to showcase each sport locally. Place large billboards in each section of the store. Post (and allow others to post) information regarding events, fundraisers, team trials, matches, games, etc., related to that sections sport. This, done right, will do a few things. It will endear you to locals by seemingly being a part of, and helping the local community (if successful, people will stop by even during their sports "off season"). And, since these locals are regularly coming to your store for info, there's a much greater chance in them making a purchase out of convenience. Also, it allows you to advertise each sport in a way that doesn't seem as much of a selling technique as it does simple passion, which gives your customers a certain trust in you and the equipment you sell.