Company behind Sporting Life and Golf Town set to launch new Team Town Sports store

Team Town Sports will open its first three locations this spring in Alberta and Ontario, with plans to expand to 25 stores across the country, the company said Monday.

"We've seen some sports retailers gradually step away from team sports and team activities," Frederick Lecoq, chief marketing officer of Sporting Life Group, said in an interview. Rather than expand the Sporting Life brand, Lecoq said the company decided to launch a store dedicated to team sports. Each store will feature a dedicated section that will cater to youth sports and plans to offer a wide product assortment for female athletes -- an historically underserved customer base in the Canadian sports retailing market.

They should start with Whitby Ontario. ProHockeyLife_ does about 6 million in sales year over year. They're the only hockey retailer, in the area. They need some competition.

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