About Us

Opened in the Spring of 1993, Play It Again Sports in downtown Soquel has grown into the largest new and used sporting goods store in Northern California. Owned by Soquel High graduate Tom Frankl (class of '87), the store has expanded on two separate occasions. Year after year, the store gets bigger and bigger, currently featuring over 20,000 individual pieces of sporting equipment. Deceptively small from the outside, the store boasts a front room, a back room, and a "sports basement" downstairs to maximize over 6,000 square feet of wall to wall sporting goods. People who have driven by for years are constantly amazed when they finally step inside the store. Time after time we hear people say they can't believe how big it is inside (and that's before they even check out the downstairs!).

Staff

The staff consists of several sports fanatics, all of whom have actively participated, coached, and still continue to compete in various sports. Nobody on our staff is on commission, just eager to help. We love sports, we love equipment, and we love to help! Once you have experienced our store, you will notice we have a strong belief in superb customer service. We have an owner who is in the store every day, and is completely accessible to any and all customers. We want to make certain that your experience in our store was a great one! We are sure that if you love sports as much as we do, you won't leave disappointed.

Community Service

As a store, we are also extremely involved in the community, sponsoring several charities, teams, tournaments, and fund raisers every year. We keep our emphasis on the events that raise money for local programs, and are always interested in hearing of new ways to benefit the community.

Awards

In 2000 we were recognized as one of the top 20 franchises in the Northwest (out of 46 stores). In 2001 we were recognized as one of the top 20 franchises in the entire Western region (out of 121 stores). And since 2002, we have been recognized as one of the top 5 franchises in the entire United States (out of more than 500 stores—right here in little old Soquel!).

This last year, our store was named 2010 Gold Award Winner by the Santa Cruz Weekly for:

• "Best Snowboarding/Skiiing"
• "Best Sporting Goods"
• "Best Athletic Gear"

But don't take our word for it, come on by and check us out for yourself!