Winmark Signs Three New Athlete Partners to Join “Part of Their Journey” Campaign

Megan Keller, Abbey Murphy and Daxon Rudolph join roster of athletes to help highlight how resale helps families navigate rising youth sports costs

MINNEAPOLIS--(BUSINESS WIRE)--Winmark Corporation, a leader in the circular economy and franchisor of five resale brands including Play It Again Sports®, today announced the signing of a new class of athlete partners to its “Part of Their Journey” marketing campaign.

New athlete partners include Megan Keller (PWHL Boston Fleet & US Women’s National Hockey Team), Abbey Murphy (University of Minnesota & US Women’s National Hockey Team), and hockey prospect Daxon Rudolph (WHL Prince Albert Raiders). They join a group of returning ambassadors including Matt Boldy (professional hockey player), James Hagens (professional hockey player), Tom Hoge (professional golfer), Dean Letourneau (hockey prospect) and Kona Montgomery (professional disc golfer).

These athletes have all lived the Play It Again Sports experience. Together, they bring fresh perspective and momentum to a campaign rooted in one simple truth: access matters. From their earliest days in community rinks, gyms and local fields to competing on global, national and professional stages, each athlete’s journey has been shaped by access to affordable, high-quality gear and the support of local communities.

As youth sports costs continue to climb - putting pressure on families through rising equipment, registration and travel expenses - access is no longer guaranteed. For many, the ability to simply stay in the game has become a challenge. Winmark and its franchise brands, including Play It Again Sports, offer a more practical solution through resale and sustainability - helping families buy and sell quality gear at a fraction of the cost, extending the life of equipment, and lowering the barrier to participation.

Throughout the year, Winmark will spotlight its athlete partners’ journeys - both those just beginning and those reaching new heights - across social and digital content. Stories will highlight where they started, the communities that supported them, and how access to equipment helped unlock new opportunities.

“For families today, the cost of youth sports isn’t just a consideration, it’s often a deciding factor,” said Sarah Broadwater, vice president of marketing at Winmark. “We believe every kid deserves the chance to play, and resale helps make that possible by giving families a more affordable way to access the gear they need at every stage of their athletic journey. Our athlete ambassadors will bring a new dimension to our campaign as we show what’s possible when access isn’t a barrier.”

Winmark invites customers, franchisees and communities to share their own stories of access, growth and perseverance using #ContinuingTheJourney.

About Winmark

Winmark − the Resale Company®, is a nationally recognized franchisor focused on sustainability and small business formation. We champion and guide entrepreneurs interested in operating one of our award-winning resale franchises: Plato’s Closet®, Once Upon A Child®, Play It Again Sports®, Style Encore® and Music Go Round®. At December 27, 2025, there were 1,378 franchises in operation and over 2,800 available territories. An additional 82 franchises have been awarded but are not open. For more information, visit www.winmarkcorporation.com.