For Roberto “Toby” Claudio Jr., the name behind Toby’s Sports, the largest network of sporting goods stores in the country today, an entrepreneur has to be innovative, creative, a performer and knows how to give back.
Claudio Jr., vice president for operations and business development of Quorum International Inc., mother company of Toby’s Sports, said innovation is foremost at the heart of all businesses. With innovation, he said, the same businesses remain fresh and current.
The University of the Philippines Business Economics graduate also said that the drive to create is how Toby’s Sports got where it is now after 40 years in business. He founded sports specialty stores Runnr and Urban Athletics because he believes that if the company fails to create, “we would end up just like any other retail store, so we needed to really invent and create a need for our products.”
Toby, who helped entrench the company founded by his father Roberto Sr. as a forerunner in sports retail, also stressed that of no less importance Toby’s Sports is in the business of improving athletic performance.
Humble beginnings
Toby’s Sports had humble beginnings by selling Mickey Mouse and other Disney merchandise at a modest shop in Greenhills, San Juan City some 40 years ago.
In 1978 Roberto “Bobby” Claudio Sr. decided to leave his job in a multinational company to become an entrepreneur. He used his savings to open a store selling stuffed toys at the Greenhills Commercial Center, which he named after his then five-year-old son, Roberto Jr., fondly called Toby.
Since Claudio Sr. and his two younger brothers were sports enthusiasts, the store, some two years later started selling skateboards, tennis, badminton, squash and pelota rackets. Later, it diversified into selling sports apparel and equipment. In 1980 they rebranded the whole concept as Toby’s Sports and Hobbies.
“It just eventually grew from there carrying foreign brands such as Adidas and Nike. We were just pioneering the concept. Back then, sporting goods were sold along with musical instruments in Quiapo and Raon [in Manila],” Toby, a triathlete himself, said in an interview on the sidelines of the company’s 40th anniversary celebration held recently in Pasig City.
“Our first store inside the mall was in SM North Edsa. Now, we’re present in 45 SM malls nationwide and also in Ayala and Robinson’s malls. We now have a total of 60 stores,” he said.
Passion for sports
Toby said they choose franchisees who are also passionate about sports and have strong ties with the community in their area of operation so they can create partnership and sponsorship of sporting activities.
Out of the 60 stores, 42 are company-owned, while 18 are franchise partners.
Challenges
Just like any business, Claudio Jr. said Toby’s also experienced challenges in the business. Among them were the Asian financial crisis and the February 1986 Edsa Revolution when Toby’s was scheduled to open a store in SM North Edsa.
Claudio Jr. also said it was tough competing against local brands, but the company was fortunate because it managed to build the brand for the past 40 years.
“Toby’s has become synonymous with sports. Based on research, Toby has become a top of the mind brand for a lot of people when it comes to sports and probably remembered as the top place to go when people want to visit for sporting needs,” Claudio Jr. said.
Looking back, Claudio Jr., said his passion for sports played a big role in the growth of Toby’s, recalling how his father encouraged him to be active in sports during his growing up years.
“That is our advocacy and that’s we are really pushing. We tell everyone coming into our store that they can become champions. We tell them that they can learn a lot of things from sports like teamwork, discipline, hard work and dedication,” he pointed out.
As a responsible corporate citizen, the Claudio family established the Toby’s Sports Foundation to help children play sports. “We have lots of beneficiaries in the foundation especially kids who are playing in different sports tournaments,” he said.
“We want kids to be active in sports especially these days when it is very hard to veer them away from gadgets. We believe that every kid should be given an opportunity to play sports,” he added.
Although the sporting goods market has seen the entry of foreign brands, Claudio Jr., said Toby’s has managed to be at pace with competition because by anticipating market demand and a sound knowledge on the taste of the local market.
“We also take our mission seriously. We always believe that sports help a lot of Filipinos to aspire to be better individuals. We also tell our team that every individual who walks into Toby’s must be given the chance to enjoy sports,” he stressed.
Toby’s also introduced its online store (Tobys.com) in response to the changing needs of the market. Claudio Jr. said it is now one of the top retail web sites in the Philippines.
It has also established a new brand called Runnr that caters to the sporting needs of running enthusiasts.
Claudio Jr. encouraged people to go into running because it offers a lot of benefits. “When I started into running, I became more productive and more fit,” he said.
Alongside Runnr, Claudio Jr. also formed Urban Athletics to cater to people who want to wear sports outfits as part of their regular apparel.
“Toby’s Sports is here not just to provide you with the gear that you need, but more important, to inspire you to succeed. In sports and life, we got this,” said Claudio Jr.
Toby’s Sports, he added, remains committed to providing its patrons with the support and motivation that they need to succeed. As the company ushers in a new decade, Claudio Jr. further ensures that “Toby’s Sports will continue to expand and innovate with the times, remaining committed to improving itself so that greatness will be more achievable for every Filipino dreamer.”