Primetime

In Gillette, Wyoming, James and Ashley Greer have built more than just a retail store; they’ve cultivated a community hub for outdoor enthusiasts. Primetime, established in 2000, has grown from a paintball and skateboard shop into a thriving destination for snowboards, bicycles, and everything in between. Their journey, marked by passion, hard work, and strategic growth, exemplifies the true spirit of entrepreneurship.

James and Ashley’s connection to the products they sell is the cornerstone of their success. “We use the gear we sell, and we love the lifestyle, friendships, and memories through these sports,” James explains. “We don’t just sell it, we do it.” This hands-on approach has resonated with their customers, fostering a loyal following in their community.

James and Ashley Greer

The Greer’s entrepreneurial path wasn’t without its hurdles. Staying ahead of retail trends proved a significant challenge. “With retail, you must be willing to change and move with the current trends for customers,” James notes. Their solution is diligent market awareness and a willingness to adapt.

A major milestone for Primetime came in 2021 when they merged with The Bike Shop, expanding their offerings as a premier outdoor gear provider. This strategic move was the result of meticulous planning and a keen understanding of their community’s needs. “We spent about 2 years talking with the previous owners, and we saw the need in the community to combine our already established business,” says Ashley, “Or we risked the Bicycle Shop being bought out by a competitor and increasing our competition.”

Recognizing the need for guidance, James and Ashley were referred to the Wyoming Small Business Development Center (SBDC) Network by a bank loan officer.

The SBDC’s support played an important role in Primetime’s business expansion. “Without SBDC’s guidance and resources for market research and other statistics, we would not have been able to complete our business loan requirements. They also helped us form a business plan and make goals for the future of our business,” Ashley stated.

James recalls meeting with Regional Director P.J. Burns for the first time, “Our first realization was when we met with PJ – she gave us tools to give us an idea of our ‘money in versus money out’ and showed us our real potential. Plus, the industry insights she was able to share with us.”

The positive experience has made the Greers strong advocates for the SBDC, and reflecting on their entrepreneurial journey, James and Ashley emphasize the importance of seeking help and maintaining balance. “From our experience as entrepreneurs, we have learned that even when it is hard, you must continue to work hard, be consistent, but also ask for help in areas where you lack,” James advises. “We often think we must do everything to be successful, but we also need a team to help us, especially with things like bookkeeping or taxes.”

Ashley adds, “Our advice to aspiring entrepreneurs is to reach out for help. You don’t have to navigate this journey alone and to be sure to take time away from the business, including your cell phone, and enjoy the life you are building!”

Looking ahead, the Greers have ambitious plans, “We hope to expand on what we have already built. Our five-year goal was to create an online store to further expand our customer base and increase sales.”

With passion and dedication, James and Ashley Greer are poised to build on Primetime’s services as a cornerstone in their community.

https://shopprimetime.net