Disco Sports, a beloved fixture in the Short Pump area for over half a century, is embarking on a bittersweet journey as it kicks off a liquidation sale ahead of closing its Henrico storefront. This long-standing sporting goods store, located at 1400 Starling Drive, is transitioning away from retail sales to focus on team sales—selling uniforms and equipment to local sports teams. While this marks the end of an era, it also presents an exciting opportunity for savvy shoppers looking to snag some deals before the doors close for good.
A Sale Like No Other
Starting today, Disco Sports is offering discounts of up to 75% on a wide range of merchandise. Gail Held, who co-owns the business with her husband Lew, assures customers that they’ll keep the sale going until all inventory is sold. “We don’t have a set time,” she said, “but we should be moving a lot of it because we have sales up to 75% on a lot of the inventory.”
So, if you’ve been eyeing that new pair of running shoes or some stylish fan gear, now is the time to act! The decision to liquidate comes after a failed attempt to sell the property earlier this year. The Helds had nearly finalized a deal but saw it fall through at the last moment. Despite this setback, they remain optimistic about their future in team sales while keeping the door open for potential buyers interested in the property.
A Legacy of Community Engagement
Disco Sports has been more than just a store; it has been part of the community fabric in Henrico County since 1970. The Held family began their journey by purchasing a small sporting goods shop for just $15,000 and have since expanded their operations across various locations in western Henrico
The current building has housed Disco Sports for nearly 20 years and was originally built for a restaurant chain in the 1980s. It’s hard not to feel nostalgic as you walk through its aisles filled with everything from baseball gear to gymnastics apparel. As the store shifts its focus away from retail, it will continue to serve local schools, Little Leagues, and church sports leagues through its team sales department. This pivot is not just a reaction to increased online competition but also reflects a broader trend in how sports gear is marketed and sold today.
What’s Next for Disco Sports?
While Disco Sports may be closing its retail doors, it’s not disappearing entirely. The team sales side of the business is thriving and will continue to operate out of the Starling Drive location for now. The Helds are open to selling the property if the right offer comes along, but they also appreciate what their building represents—a place where community members have gathered for years.
For those who live in or near Short Pump, this is not just about losing a store; it’s about embracing change and supporting local businesses as they evolve. The area remains vibrant, with plenty of shopping options and community activities that foster connection among residents.
Why Short Pump Still Shines
If you’re considering making Short Pump your home or simply want to explore what it has to offer, there’s plenty to love about this area. With its mix of shopping centers, parks, and recreational activities, Short Pump provides a lively atmosphere perfect for families and individuals alike. Not only do you have access to fantastic local businesses like Disco Sports (while it lasts), but you’re also surrounded by great schools and community events that bring people together.
Embrace Local Living
As Disco Sports wraps up its retail operations, take advantage of this liquidation sale while supporting a local business that has served your community for decades. Whether you’re looking for sports gear or simply want to reminisce about fond memories made within those walls, now’s your chance.
In short, even as we bid farewell to Disco Sports’ retail presence, Short Pump continues to thrive as an engaging community filled with opportunities for connection and fun. So grab your friends or family and head over before those deals disappear—because once they’re gone, they’re gone!
