Al's Sporting Goods

What Al's Sporting Goods does

Al's Sporting Goods, Inc. is a privately held, Utah-incorporated outdoor sporting goods retailer founded in 1921 and headquartered in Logan, Utah. The company operates an eight-store regional footprint across three states — Utah (Logan, Orem, St. George), Idaho (Boise, Idaho Falls), and Montana (Bozeman, Hamilton, Missoula) — through both the Al's Sporting Goods brand and its wholly owned Bob Ward's subsidiary. It serves a consumer base of outdoor enthusiasts, men's, women's, and kids' activewear shoppers, and seasonal rental customers in the Intermountain West.

The company's core product surface spans apparel, footwear, and equipment across camping, hiking, climbing, cycling, fishing, hunting, shooting, snow, water, and team sports, sourced from premium vendors including Nike, The North Face, Patagonia, Hoka, Arc'teryx, Columbia, Under Armour, Yeti, and Simms. Its technology foundation is a VTEX-based e-commerce platform at als.com integrated with physical retail operations, supporting store pickup, order tracking, and a $50 free-shipping threshold. The product mix is complemented by in-store professional service departments (ski/snowboard tuning, multi-tier bike repair and overhaul, archery bow setup), seasonal ski/snowboard rentals, gift cards across both brands, and a VIP membership program offering discounts and free shipping.

Al's makes money through one-time retail product sales, recurring VIP membership fees, service and rental fees, and gift card breakage/redemption. Distribution combines direct-to-consumer physical retail, an owned e-commerce storefront, and service centers (bike, ski, archery). The company markets via email newsletter, organic social (Instagram, Facebook, YouTube), and SEO, and the firmographic employee count of 501-1,000 reflects store-level staffing across the regional footprint. No external funding, no parent company, and no disclosed financial statements are present in the input data.

Name

Al's Sporting Goods

Legal name

Al's Sporting Goods, Inc.

Website

https://als.com

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Al's Sporting Goods is a privately held, Utah-based outdoor sporting goods retailer founded in 1921, operating eight stores across Utah, Idaho, and Montana (including the Bob Ward's subsidiary) and an e-commerce platform selling premium outdoor apparel, footwear, equipment, and offering in-store services and seasonal rentals.

Ownership category

akta.pro rank

Product category

Outdoor Sporting Goods Retail

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Outdoor & Adventure Multi-Category Retail (CRAMABAB)

akta.pro secondary industries

Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Outdoor sporting goods
• Retail apparel footwear
• Camping hiking gear
• Ski snowboard equipment
• Bicycle service repair

Headquarters

HQ city

Logan

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Retail Product Sales: Physical and online retail of outdoor sporting goods including apparel, footwear, equipment, and accessories across categories like camping, hunting, fishing, cycling, climbing, and winter sports.
2. Service and Repair: Professional services including ski/snowboard rental, ski service (tuning), bike service (repairs, tune-ups, overhauls), and archery service (bow setup, maintenance).
3. VIP Membership Program: Loyalty program offering exclusive discounts, promotional offers, and free shipping benefits to members.
4. Gift Cards: Sale of gift cards in denominations from $10 to $200 for Al's Sporting Goods brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Al's Sporting Goods is a regional specialty retailer that sells outdoor sporting goods, apparel, footwear, and equipment across categories including camping, hiking, climbing, hunting, shooting, fishing, cycling, water sports, snow sports, and team sports. The company operates physical retail stores in Utah, Idaho, and Montana (including Bob Ward's stores) and an e-commerce platform at als.com, and provides in-store professional services such as ski/snowboard rental and tuning, bike repair, and archery equipment setup.

Product overview

Al's Sporting Goods is a retail sporting goods company offering outdoor recreation gear and apparel across multiple channels. The company operates physical retail locations in Utah, Idaho, and Montana (including Bob Ward's stores), an e-commerce platform at als.com, and provides specialized in-store services including ski/snowboard rental, professional bike service/repair, and archery service. Their product catalog spans camping, hiking, climbing, cycling, fishing, hunting, shooting, water sports, snow sports, and general athletic apparel. They carry major outdoor brands including Nike, HOKA, The North Face, Patagonia, Arc'teryx, Columbia, Under Armour, and Brooks. Additional offerings include gift cards (Al's Gift Card and Bob Wards E-gift Card) and a VIP loyalty program with member benefits.

Differentiator

Problem solved

Functional benefit

Brands

• Bob Ward's: Outdoor sporting goods retailer specializing in firearms, hunting, fishing, camping, and outdoor recreation equipment. Operated as a subsidiary brand, primarily in Montana locations.

Products and services

• Ski/Snowboard Seasonal Rental Seasonal ski and snowboard equipment rental program offering youth and adult packages that include an end-of-season tune service, designed for skiers and snowboarders who prefer to rent rather than own equipment.
• Ski Service and Tuning Professional in-store ski maintenance including standard tune, premium tune, machine wax, hot wax, and machine edge and hand wax services for skiers maintaining personal equipment.
• Bike Service and Repair Comprehensive bicycle maintenance and repair services including pre-ride adjustments, basic tune, premium tune, road overhaul, mountain hardtail and full suspension overhauls, and bike wash, available at multiple store locations.
• Archery Service Professional in-store bow setup and maintenance including premium bow setup, general tune, paper tune, laser tune, timing, string installation, cam and limb replacement, sight installation, and arrow fletching services for archery equipment owners.
• Al's Sporting Goods E-commerce Storefront Online retail platform selling outdoor sports gear and apparel with in-store pickup and order tracking capabilities, operating as the company's primary digital storefront.
• Al's Gift Card Al's Sporting Goods gift card available in physical denominations of $10, $25, $60, and $75 and e-gift card denominations from $10 to $200, redeemable at Al's Sporting Goods store locations or online.
• Bob Ward's E-gift Card Digital gift card redeemable at Bob Ward's store locations or online, available in $50, $100, $150, and $200 denominations.
• Al's VIP Loyalty Program Customer loyalty program offering exclusive discounts, free shipping on orders over $50, and promotional offers to enrolled members.

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record.

• NikeOthersMajor athletic footwear and apparel brand sold at Al's Sporting Goods retail locations and online store. Featured as a top brand with dedicated brand shop on the website.
• The North FaceOthersPremium outdoor apparel brand partnership. Featured as a top brand on the Al's Sporting Goods website.
• PatagoniaOthersSustainable outdoor apparel brand sold through Al's Sporting Goods retail and e-commerce channels.
• HokaOthersRunning and hiking footwear brand featured as a top brand partner.
• Arc'TeryxOthersPremium technical outdoor apparel and equipment brand offered at Al's Sporting Goods.
• Columbia SportswearOthersOutdoor apparel brand partnership - products sold through retail and online channels.
• Under ArmourOthersAthletic apparel and footwear brand sold at Al's Sporting Goods locations.
• YetiOthersPremium outdoor cooler and gear brand featured as a top brand partner.
• Simms FishingOthersFly fishing apparel and gear brand, featured brand on the fishing category page.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• REI Co-op: National outdoor recreation co-op operating retail stores and a major e-commerce platform across the U.S. Directly competes with Al's across hiking, camping, climbing, cycling, and snow sports categories, but with significantly greater scale, broader assortment, and member-driven loyalty.
• Bass Pro Shops: Largest U.S. specialty outdoor retailer following its Cabela's acquisition, with destination superstores spanning fishing, hunting, camping, and boating. Overlaps with Al's and especially Bob Ward's in hunting, fishing, and outdoor recreation categories, but operates at far greater scale.
• Dick's Sporting Goods: Publicly-traded largest U.S. sporting goods retailer with 700+ stores and a growing specialty outdoor concept (Public Lands). Competes with Al's across hunting, camping, hiking, and team sports, and increasingly in premium outdoor through expanded product assortments.
• Cabela's: Iconic outdoor recreation retailer specializing in hunting, fishing, and camping, now operating under Bass Pro Shops. Direct overlap with Bob Ward's assortment strategy in firearms, hunting gear, and outdoor recreation, with significant brand and scale advantages.

Direct peers

• Sportsman's Warehouse: Regional sporting goods retailer with 100+ stores across the western and southern U.S. focused on hunting, fishing, camping, and shooting. Closest direct comparable to Al's Bob Ward's subsidiary given similar category mix, geographic overlap in Idaho/Montana, and outdoor-specialist positioning.
• Scheels: Privately-held regional sporting goods chain operating 30+ large-format stores across the Midwest, Mountain West, and Southwest. Closely comparable to Al's as a multi-category outdoor retailer with strong in-store service capabilities and a similar community-rooted brand identity.
• Backcountry.com: Leading online specialty retailer for outdoor and action sports gear across hiking, camping, climbing, skiing, and cycling. Direct competitor in e-commerce outdoor specialty, now owned by KSL Capital Partners, with similar premium-brand assortment strategy.
• Moosejaw: Online outdoor and active lifestyle retailer acquired by Walmart in 2024 (previously owned by Backcountry). Sells the same premium outdoor brands as Al's and competes directly on als.com and adjacent Mountain West geographies.
• Eastern Mountain Sports (EMS): Multi-channel outdoor specialty retailer selling hiking, camping, climbing, and snow sports gear. Operates fewer stores but provides a like-for-like specialty outdoor retail model that competes for similar premium-brand customers.

Emerging players

• Public Lands: Outdoor-specialty concept launched by Dick's Sporting Goods in 2021, focusing on hiking, camping, fishing, and hunting. An emerging concept competitor that mirrors Al's category mix with greater capital backing and potential for western U.S. expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AlsSportingGoodsInc
• Facebookfacebook.com/AlsSportingGoods
• Instagraminstagram.com/als_sporting_goods

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Al's Sporting Goods