Role Playing the Competition at Dick's Sporting Goods

In 2021, Dick's Sporting Goods introduced a new store format: Dick's House of Sport. These stores are  experiential retailing at large scale.  The stores exceed 100,000 square feet, and they feature rock-climbing walls, batting cages with HitTrax technology, golf hitting bays with simulator technology, putting greens, and a service department that will repair bicycles and other athletic equipment. In 2024, Dick's experienced strong comparable store sales growth, and they have announced plans to open 16 more locations this year. CEO Lauren Hobart commented on the new format:

The success of House of Sport and Field House concept stores isn’t just about climbing walls and large-scale experiences, Hobart said – although that helps.  “The experience is delighting athletes,” Hobart said. “We’re seeing athletes drive longer distances. They’re spending more time when they come. The community is just absolutely embracing House of Sport.”  Vendors like them too because they have more potential to bring a brand to life, with opportunities such as the “Collab” approach that looks like small brand stores within the large House of Sport concept, Hobart said.

How did Dick's Sporting Goods create this new concept?  Executive Chairman Ed Stack explained recently in a Forbes article:   “The brief I gave everybody was we need to sit down, and we need to design the concept that will kill Dick's Sporting Goods.”  I love this idea.  It reminds me of Lisa Bodell's "Kill the Company" exercise.  Bodell explains: "Kill the Company [allows you to] pretend that you are your number-one competitor. You have three minutes: How will you put yourself out of business?"  Stack used this type of thinking with Hobart and her team to develop the Dick's House of Sport concept.  It certainly represented a bold bet - doubling down on brick-and-mortar in an age of e-commerce disruption.  Yet, so far, the investment in experiential retailing seems to be paying off.  Are you ready to role play your competitors and ask the question: What could they do that would be devastating to our business?  It might just lead to a creative breakthrough.