Toby Claudio: The son also rises

At thirty-four years old, Toby Claudio has indeed come a long way in the sports retail business. Consider his latest achievement: the 2008 Young Market Master’s Awardee for Business Development by continuing to attract customers and retain market leadership for Toby’s Sports despite increased aggressive competition.

Toby’s Sports currently has the largest network of sport stores in the country with 37 outlets housing over 100 brands in 32 different sports. According to Toby, however, the company had humble beginnings. Founded in 1978 by his father, Roberto “Bobby” Claudio, what began as a force of circumstance eventually became a story of entrepreneurship and a successful business enterprise.

In 1978, his dad was working then with Phil. Refining Co. (now Unilever) and was active with the Manila Jaycees. Due to an international Jaycees event, his absences piled up in Unilever so his boss gave him an ultimatum to either work for Unilever or do Jaycees work. After deliberating for a week, his dad chose Jaycees over Unilever, to the bafflement of his boss. He soon set up a toy store in a 20 square meter stall in Virra Mall, Greenhills and named it Toby’s Forms and Shapes, after Toby, his eldest son who was five at the time. They initially started with selling Mickey Mouse items. His dad - whom Toby describes as a visionary and risk taker – saw the potential of the sporting goods business when their skateboards continued to sell even after the holidays.

When Toby’s mother went to Stanford University in California for her Ph.D., the whole family moved with her. Toby recalls growing up in the Stanford campus as a great experience since it is home to some of the best sports venues in the world. This also convinced his dad further to set up a sporting goods store in Manila (there was none at that time), after seeing the massive sports stores in the U.S.  And the rest, as they say, is history. With passion and dedication, Toby’s dad along with his brother Jojo, were able to grow Toby’s into a retail chain that has become synonymous with sports. The evolution of Toby’s from an unassuming toy store to the chain and household name it is today is truly inspiring, more so that the next generation is more than ready to take on the mantle of leadership.

As “heir to the throne”, so to speak, Toby claims his dad never pressured him to join the business, “he even encouraged me to work elsewhere after college. He didn’t have to, because sports had always been in my blood. I feel very fortunate he picked this line of business. I honestly can’t imagine myself doing anything else I’d be happier with.”

Thus, as Operations Manager, Toby currently heads the whole operations division which covers store operations & development, merchandising, marketing (his forte), warehouse and logistics. His days are filled with meetings

His biggest accomplishment yet is the execution of the first Interactive Sports Store concept in the Philippines, The Toby’s Arena. It has grand stadium-style architecture, a basketball court, larger than life sports graphics, a rock climbing wall and a full-sized badminton court. Toby’s Arena is truly a fitting flagship for the chain. Since the opening of the first Arena, the company has successfully brought the concept to five other major cities around the country. With an exciting store environment that was meant to give customers a feeling of being in the thick of the action at a real sports venue, it was meant to inspire more people, especially the youth to play sports, faithful to their advocacy – “Live Life, Play Sports!”

IN APRIL OF 2001 WE OPENED THE FIRST TOBY’S SPORTS ARENA. IT WAS THE LARGEST SPORTS STORE IN THE PHILIPPINES, HOUSING OVER 100 OF THE WORLDS BEST SPORTS BRANDS. WE DIDN’T JUST WANT IT TO BE BIG; WE WANTED IT TO BE EXCITING. NOW THERE ARE 6 ARENAS IN KEY CITIES SUCH AS MAKATI, QUEZON CITY, ALABANG, PASIG, PAMPANGA AND CAGAYAN DE ORO.

New store in SM Cebu Northwing…

Despite his extremely busy schedule, this soon to be father of two boys (his wife is due to give birth to their second son in June!), finds time to unwind by spending it with his son…workout…badminton and golf…

“I’d like to be a pro tennis player or golfer and try to bring glory for our country to inspire other Filipinos. There is so much to gain from sports. It teaches fair play, teamwork, discipline, commitment and focus. Through sports people can push themselves to achieve great things,” Claudio says.