Published September 2003

Action Sports owner
takes pride in knowing
customers’ needs

Snohomish County Business Journal/JOHN WOLCOTT Action Sports and Locks owner Rich Senff, holding his old Arlington High School jacket decorated with his “first place” AA state wrestling emblem, said he’s pleased with his recent move from a spot adjacent to Arlington Hardware to being next door to The Local Scoop restaurant and ice cream parlor.

By John Wolcott
SCBJ Editor

“It was a scary time when I was told I’d have to move my store so Arlington Hardware could expand, but it’s been a good move for the business,” said Rich Senff of Action Sports and Locks, located at 430 Olympic Ave.

“Nice thing about a small town, other businesses will tell people where you are. In a big city, who cares?” he added.

Senff’s merchandise includes almost anything linked to sports, from shoes, jerseys and equipment to jackets, locks and paintball supplies.

“I like to tell people we may not have what you want, but we have what you need,” said Senff. “I compete by providing good service and good products. Things may cost a little more than Wal-Mart or Kmart, but as a specialty store, I like to carry merchandise that’s a higher level of quality.”

He also prides himself on knowing more about his merchandise than employees in stores who are hired more for sales than service roles.

“Small-store owners have to know what’s going on in the marketplace, what families and students want and what’s the best product for them. That’s how we build word-of-mouth advertising. For a small store, people are amazed at how much we have,” he said.

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