She knows. In fact, Logan might not have opened her Pleasanton Golf and Tennis store in the Raley's Shopping Center six months ago if she'd known Texas-based Golfsmith was planning to put one of its megastores across town in the Rose Pavilion. But now, half a year later and despite area-wide promotions and grand opening specials at Golfsmith, Logan's business keeps growing. She just won Nike's approval as an authorized retailer of its products, adding to Adidas and others she already stocks in her small but trendy store. Golfers and tennis players go to Logan for consultations on racket and club styles, fashions suitable for wear on high school and city tennis courts and the latest news about upcoming tournaments. This growing clientele of school golf and tennis teams appears to like the personal, down-home attention they get from Logan and her husband Phil Resnikoff, director of occupational health and employee health services at Kaiser Permanente who is also a member of the elite Callippe 12 men's traveling team. They also have a good business plan: she operates the store weekdays and he handles the customers on weekends when he's not partnering with them on one of the local courses.
If you knew Beth Logan a year or two ago when she was a successful business consultant and social worker whose primary clients were the Alzheimer's Association of Northern California and Family Caregiver Alliance, eyeing her future as a golf and tennis store operator in Pleasanton would surely have been a stretch. Yet it's these years of experience in dealing with people, developing and implementing statewide programs to help others, along with teaching, lecturing and conference/event planning, that have given Logan credentials not found among her corporate competitors. Teenage tennis players from Amador Valley High peruse vendor catalogues with Logan to select the latest styles and also spend time at her store's bulletin board looking over photos she posts regularly about their tennis matches. Besides selling, Logan and Resnikoff also play the sports they market on USTA teams based at the Pleasanton Tennis Center. Resnikoff is a certified racket stringer and skilled in golf club fitting and repair, so he often watches as his customers swing their rackets and clubs to see if the adjustments he's made are working.
Both also know Amador since that's where their children, daughter Logan (named for her mother's last name) and son Jake graduated. A 2008 graduate, the younger Logan leaves this week for Sonoma State to start college. With Jake already on his own in Walnut Creek, Resnikoff and Logan are empty nesters--another reason, store owner Logan says, to change careers and do something different. The local store, located where Blockbuster once operated at the northwest corner of the Raley's center, was more a dream of Resnikoff for the day--still a few years away--when he retires from Kaiser. When Blockbuster closed, he and Logan leased part of the space, with another section going to the Crank2 bike shop. Their new store is centrally located to the customer base they serve, close to Amador, Foothill High, the city tennis courts, and Callippe and Castlewood golf courses. Already, they've held vendor demo days and recently hosted an Adidas trunk show. A new website they're developing will keep track of how the local high school and club teams are doing, and they're establishing an awards program for everything from championship play to holes-in-one on the golf courses.
It's tough work, Logan says, but it's family-owned, hometown business at its best.