ABSTRACT
Sport retail management is the process of directing and controlling the business activities related to the sale of the sport product to consumers for their personal consumption. Sport retail management, as the end result of the distribution process, becomes an integral part of the entire sport marketing process – if there is no sale of the sport product then the previous sport marketing methods implemented have been useless. With the increased opportunities for sport product sales through the Internet, and the growth of global sport marketing efforts, it would seem that sport retail sales in general are on an upward swing. However, the challenges faced by sport retailers are great due to a number of factors including the general population having less discretionary time and income, oversaturation in the competitive market leading to lower profit margins due to cost cutting, the high level of customer service expected in society, and the lack of knowledge by many sport retailers as to the proper use of the Internet as a tool.
