Today we’d like to introduce you to Rick Benz.
Hi Rick, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My partners and I—each entrepreneurs in other industries—realized that when Johnny Mac’s announced its closing, our community was about to lose a key resource. We knew we’d be left choosing between big-box retailers or doing something ourselves. While big-box stores certainly have their place, we felt strongly about supporting local business and preserving that option for other parents in the same position we were in.
When Johnny Mac’s held their closing sale, we bought racks, hangers, security tags—anything we thought could help us launch a small operation. Our original vision was modest: a pro-shop-style retail space connected to a local training facility, simply offering essential gear to the baseball and softball families already walking through the doors.
We were fortunate to build relationships early with some of the best brands in the industry—Rawlings, Easton, Louisville Slugger, DeMarini, Wilson, Marucci, Victus, All-Star, Axe, Tucci, Bruce Bolt, RAD, GOAT, Franklin and many others. When you surround yourself with great partners, you gain access to their knowledge and insight. Those reps guided us, offered ideas, and helped us navigate the direction our business could grow. Before long, and honestly faster than we expected, our vision expanded.
One of our biggest priorities from day one was uniforms. We knew uniforms would be the gateway to connecting with teams, coaches, and the broader baseball community. And once you’re in the uniform business, fan wear becomes just as important—because parents and players want to support their teams. If we didn’t provide it, they would simply go elsewhere for both uniforms and retail.
To meet that need, we invested in building out a back room that allows us to produce about 90% of our fan wear in-house. What started as a very small, efficiency-focused concept quickly grew into something much bigger than we originally anticipated. We’re not what I’d call a large retail operation, but with three locations now, our footprint has expanded significantly.
Retail is a challenging industry that requires constant attention and adaptability. We’ve learned countless lessons, made our share of mistakes, and done many things right. It’s been a true learning experience—one that I genuinely enjoy. And a huge part of our success can be credited to our territory manager, whose attention to detail, professionalism, and commitment to the store are unmatched. She treats the business as if it were her own, and you can’t overstate how valuable that kind of dedication is.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Definitely not a smooth road, the biggest learning curve has been inventory and managing MAP along with Limited Edition models, Your inventory can bury you faster than almost any part of the business. You are guessing the most popular bat 6 to 10 months prior to its release date
Appreciate you sharing that. What should we know about Prime Sports?
We are a small retail sporting goods store with a focus on Baseball and Softball. We offer team and club uniforms and fan wear along with corporate wear for every business. WE are customer focused and that is very easy to say but I believe to encourage local shopping we have to offer that every day. It’s top down management, meaning from the top, down we teach customer first and that will lesson starts from the interview to the store floor.
What matters most to you?
That I enjoy the industry; I have been in the insurance industry for over 30 years. I do enjoy that industry but wanted to find something that brought back the excitement in the day. If you get to see a baseball / Softball player demo a new bat and then get that bat under the tree or bring home for the start of the season, you will see why this industry offers just as much back as it gives.
Contact Info:
- Website: https://www.primesportsmw.com
- Instagram: primesportsmw
- Facebook: Prime Sports Midwest
- Twitter: prime_mw
