Walk into a retail store lately and it usually feels like a ghost town or a warehouse with fluorescent lights. But then there’s Dick’s. If you’ve stepped into one of their new formats recently, you know it doesn’t feel like the end of the "retail apocalypse." It feels like a playground.
The dicks sporting goods brick and mortar strategy is basically the opposite of what every "expert" predicted ten years ago. While everyone else was fleeing to the web, Dick’s leaned into the dirt, the turf, and the concrete. They didn't just stay in their buildings; they started building massive, 150,000-square-foot temples to sweat.
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The House of Sport Gamble
Honestly, the "House of Sport" concept shouldn't work on paper. It’s huge. It’s expensive. It has rock climbing walls and outdoor tracks that don't actually sell "stuff." But Executive Chairman Ed Stack had a pretty terrifying directive for his team: build the concept that would kill Dick's Sporting Goods. He wanted them to design something so good that if a competitor built it across the street, the original Dick's would go out of business.
That’s a bold way to run a company.
As of early 2026, they have about 35 of these House of Sport locations running. They aren't stopping. The goal is to hit somewhere between 75 and 100 of these massive hubs by the end of 2027. They aren't just stores; they're "gravity." They pull people in for experiences—hitting a golf ball in a TrackMan simulator or trying out cleats on a real turf field—and then, yeah, those people buy things.
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It’s All About the Logistics (the Boring but Important Bit)
You might think the dicks sporting goods brick locations are just for shoppers. You'd be wrong. These buildings are secretly the backbone of their entire website. About 90% of their digital orders are actually fulfilled directly from their brick-and-mortar stores.
Think about that.
Instead of shipping everything from one giant warehouse in the middle of nowhere, they use your local store as a mini-distribution center. It makes shipping faster and cheaper. It's why they can survive in the age of Amazon. They've turned their biggest "liability"—expensive real estate—into their biggest logistical advantage.
In 2025, the company even pulled the trigger on a $2.4 billion acquisition of Foot Locker. That move added over 2,000 stores to their ecosystem. They're betting billions that you still want to try on sneakers in person.
The "Field House" Middle Ground
Not every town can support a 150,000-square-foot sports mall. That’s where the "Field House" comes in. It’s sort of a "House of Sport Lite."
These are usually around 50,000 square feet. They take the best parts of the big flagship stores—the elevated service, the better tech, the "House of Cleats" sections—and cram them into a more manageable footprint. It’s a way to refresh their 800+ older stores without having to rebuild every single one from scratch.
Why This Matters for Your Wallet
If you're a regular shopper, you’ve probably noticed the "ScoreCard" loyalty program. It’s huge. We're talking 25 million active members. These people (maybe you're one of them) drive about 75% of the total sales.
Because Dick's knows exactly what you're buying in-store and online, they can tailor the inventory. They’re also pushing their own brands—like Maxfli or DSG—which have much higher profit margins than Nike or Adidas.
By owning the "brick," they own the relationship.
Actionable Takeaways for 2026
If you’re looking to get the most out of your next trip to a dicks sporting goods brick location, here is how to actually use the new system:
- Test before you buy: Don't just look at the equipment. Use the batting cages or the golf simulators. The House of Sport locations often allow you to "try before you buy" in a way that’s impossible online.
- Check the app for local events: These stores are becoming community hubs. Many of the outdoor fields are now being used for local youth sports clinics and "GameChanger" integrations.
- Use Curbside for speed, not just convenience: Since 90% of orders are fulfilled in-store, their "Buy Online, Pick Up In Store" is usually way faster than waiting for a delivery truck.
- Look for the "House of Cleats": If you’re a serious athlete, the specialized "houses" within the store offer much deeper inventory than the standard shoe aisle of the past.
The physical store isn't dying; it's just evolving. Dick’s is proving that if you give people a reason to show up—like an ice rink or a climbing wall—they’ll keep coming back.