photo by: Joselyn King

Brian Syrylo, owner of Play It Again Sports, shows the variety of fitness equipment — both new and used — currently available at the store.

TRIADELPHIA – Play It Again Sports stepped up to the plate to find a new location and is now batting at The Highlands.

Located in Elm Grove for nearly 30 years, Play It Again Sports has moved to the Power Center section of The Highlands – on the third base side of Menards. The store sells both new and used sporting goods, and both new and used bats can be tried out in the indoor batting cage inside the store.

But this time of year fitness equipment is the most popular, as are hockey equipment, ice skates, and services to sharpen ice skates, according to owner Brian Syrylo. Ski and snowboarding equipment also are in demand.

Baseball and softball equipment season “is a year-round category” at Play It Again, though it is getting to the time of year when they most come into play, he said.

“We had been growing consistently for quite some time, and we just needed more space to continue to grow,” he said.

Syrylo said he had a goal to open at the new location before Black Friday last year, and the store opened for business on Nov. 15. Traffic has definitely increased for Play It Again Sports since the move to The Highlands, he confirmed.

“Foot traffic has definitely increased, and sales are up,” Syrylo said.

Used items represent about 40% of what is for sale in the store, and can greatly reduce the investment for those buying equipment for growing children or who just want to try a new athletic endeavor.

As an example, Syrylo said he has used treadmills for sale for $100 to $300, while new ones can cost well over $1,000.

“That is what separates us from our competitors,” he explained. “You can trade in your old equipment toward newer ones when you grow out of them. Or if you don’t play a sport anymore and want to start something new, it’s a great way to save some money toward the next set.

“Or if you just don’t want new equipment, you can buy used equipment for about 75% off the original retail.”

There are a large number of used bicycles outside the front door, which range in cost from $40 to $200.

“It shows value to buy a used bike,” Syrylo said. “You spend a lot less money. And if it’s something you don’t know you’re going to take to, you don’t have put a lot of risk into it.”

ther categories of gear found at Play It Again Sports include equipment for disc golf and pickleball, which are growing in interest locally, according to Syrylo.

One of the store’s nearby neighbors is The Highlands Sports Complex – where there are youths playing soccer and basketball who forget to bring important equipment.

“We see those people quite often,” Syrylo said. “But we also see people between games and practices coming over.”

Syrillo acknowledged having the sports complex close by played a role in his decision to move to The Highlands.

“Without it (the sports complex), we probably would have thought a lot harder about the move,” he said. “Saturdays and Sundays are a lot busier than at the last location.”

There is also a lot of cross traffic with another neighbor, “Once Upon a Child,” who has used children’s clothing.

“We see a lot of the same customers, and do some sharing,” he said.

Play It Again Sports will host “Bat Demo Days” beginning 4-9 p.m. on Monday, Feb. 20. Four batting cages, multiple nets and tees will be available to test bats from Marucci, Victus, Easton, Rawlings, Demarini and Louisville

Experts will be on hand to help with sizing and bat information,

“Second Chance” bat demonstrations will take throughout the week from 10 a.m. to 8 p.m. Tuesday, Feb. 21, through Saturday, Feb. 25. The last day for the event is Sunday from 10 a.m. to 5 p.m. on Sunday, Feb. 26.

A $50 discount will be offered on new bats costing $300 or more.

Play It Again Sports is located at 574 Cabela Drive, and can be reached at 304-909-0042.