Our April business spotlight shines the light on The Sportslocker. A true family business, The Sportslocker has over 80 years combined experience. Anyone who has been in to the shop will know that it's very much a traditional sporting goods store, offering global brands across a range of sports. From running to trail, cricket to football, rugby to hockey, and not forgetting lacrosse, equipment for all these sports are kept in stock. 

The store is owned by Peter Jones. It turns out that it was always Peter's dream to own a sports shop ever since his first job at a sports retailer in Southsea aged just 15. A career in the sporting goods business followed. Peter worked for 26 years with one retail sports company, starting with one store, and growing it to 75 stores, before then joining the Pentland sports group. However, his dream finally came true when Peter and his wife, Julia, opened The Sportslocker in Haslemere in 2005.

It's perhaps not surprising that Peter was so passionate about a sports shop in particular. He is a keen sportsman himself and, these days, when he does get any spare time, he enjoys playing golf, padel and cycling. Although it sounds like his 7 grandchildren keep him pretty busy too along with a concerted effort on his part to try to travel a little more.

Anyone who has run their own business will know that it takes a lot of hard work and dedication. The Sportslocker is a particularly complex business.  Whether it's hitting ordering deadlines, training staff or racket restringing, there is always something to do. And no two days are ever the same. One day you may find Peter merchandising the store, the next he could be visiting brand and trade shows.  Constantly innovating in order to succeed, the team are currently busy expanding their outdoor department and they're always looking at ways to improve the business to ensure that they're best serving their customers. Meanwhile, Julia is actively involved in buying and balancing the accounts, as well as 'steering the ship' as Peter puts it.

But, as with all local businesses, it's clear that The Sportslocker is coming up against the same challenges as everyone else when it comes to costs. Increased business rates and other ongoing costs are a concern for everyone in these current trading times, but perhaps particularly so for Peter and his team. After all, The Sportslocker did have a second store on Chapel Street in Petersfield for 15 years. Sadly, this closed its doors back in June 2022 after a hike in rental costs made the store there unviable. Back then, Peter told Shine Radio, 'The numbers have got to work. And if a landlord decides to put the rent up or business rates go up, that is totally out of any retailer's hands, it becomes very dificult to make a business work out of a retail unit. The internet is also a little bit of a problem.... of course you will always get something a little bit cheaper on the internet but you don't get the service and you don't get the after sales service.'  He went on to say, 'We have had so many wonderful, loyal customers over the 15 years who are all so disappointed that they won't have a sports shop'  in Petersfield.

But this closure also revealed something else that Peter values above anything else - his staff. He told us, 'The local staff we employ are one of our biggest assets.' In 2022, when the Petersfield store closed, Peter made sure that not a single employee lost their job. Back then he said, 'We are taking on all our staff. We haven't had to make anyone redundant which is great. The Saturday staff are all coming up to Haslemere.'

Despite trading for over 20 years, Peter clearly remains as passionate as he did back in 2005. He loves regularly meeting his customers and the families that shop with him. 'I really enjoy all sports. Giving specialist advice is very rewarding and, as our products are always evolving, there is always something new to pass onto our customers,' he told us. He also clearly recognises and appreciates their loyalty. And this is rewarded via their 'Locker Card' giving customers exclusive discounts and money back on purchases. 

Peter is certainly a champion of young people. The Sportslocker has supported many local clubs over the years, inspiring youngsters to take part in sport. Peter is on the Committee of Sport Haslemere and The Sports Locker has supported Sport Haslemere and the 'Create a Star' initiative for over 10 years. Peter told us, 'I'm always keen and passionate to encourage youngsters to get involved in sport to build an active local community.' The business also supports the Haslemere Sports Awards every year, an event that celebrates and recognises the achievements, dedication, and sportsmanship of individuals and teams in our local area. The awards acknowledge athletes of all ages and abilities, as well as the coaches, volunteers, and clubs who play such a vital role in making sport accessible in Haslemere.

Not only that. The Sportslocker is a massive supporter of the Haslemere Foodbank too. Each year, they generously match any donations their customers make to the Christmas gift drive, ensuring that local families struggling financially have gifts to give their children on Christmas Day.

The team are currently busy planning their 21st anniversary celebrations coming up in November this year. We wish them every success with their business in 2026 and beyond and look forward to The Sportslocker being one of  Haslemere's most successful independent retailers for many years to come.

Huge thanks to Peter and the team.