- Family-owned sporting goods store celebrates 80 years in business
- Egelston Maynard thrives by blending hometown service with modern adaptability
- Once a hunting shop, it’s now a hub for uniforms, custom apparel, and varsity jackets
Although stores and restaurants have come and gone over the decades, Egelston Maynard Sports has remained an enduring presence on Covington’s Madison Avenue.
To survive in a retail landscape dominated by national chains and online e-commerce giants, Egelston Maynard adapts to stay competitive while maintaining an authentic hometown connection with its local customers. Its authenticity has allowed the business to remain a fixture in Covington for 80 years.
“It’s the customer service that is really emphasized, because, as we’re all aware, there’s so much competition out there,” said Alison Wiegand, an account executive at Egelston Maynard. “You can buy anything online these days, so I’m very intentional with constantly trying to over-deliver on their expectations, to be super friendly, to always thank people for their local business.”
Initially established as a fishing and hunting retailer in 1945, the company shifted its focus to selling uniforms, apparel, sporting equipment and varsity jackets after it was purchased by current owner Vance Wiegand in 1985. Wiegand started at the store as a manager in 1982.
The store has been operating out of a storefront on Madison Avenue since 1955, after briefly being located at 531 Madison and once having a second location in Newport.
Today, Wiegand runs the store alongside his wife, Connie and his daughter, Alison, who told LINK nky that her parents actually met at the store in the 1980s.
Vince recalls hearing countless stories from customers sharing memories they’ve had in the store with family members over the years. Covington has experienced its share of ups and downs, but Egelston Maynard Sports has remained a steady presence; a touchstone for memories among those who’ve left and later returned.
“Countless people come in and say, ‘wow, this store’s been here for a long time,” he said. “I remember my grandpa brought me here. I remember my dad brought me here.'”
If you’ve participated in youth or school-approved sports in Northern Kentucky, you’ve likely encountered a variety of Egelston Maynard’s products. Alison said that, in addition to serving several Northern Kentucky-area high schools, they also work with up to 250 youth baseball teams.
Besides sports, Egelston Maynard has expanded its services through collaborations with civic groups like the Covington Police and Fire Departments to produce custom apparel. Their other regular clients include churches, nonprofits and local businesses.
“We love our job,” Connie said. “We enjoy when people are happy–when they open their shirt and they’re like, ‘oh, yeah, this is awesome.’ It gives us so much pride.
Perhaps Egelston Maynard’s most iconic and nostalgic product is the varsity letterman jacket, a timeless tradition in the high school sports world. The store prominently displays a purple-and-gold Campbell County Camels varsity letterman in its front window.
Vince said the store has received calls from as far away as Florida to stitch a custom varsity letterman. When a Northern Kentucky high school athlete dons a letterman, there is a strong chance Egelston Maynard had a hand in its curation.
Despite seismic changes in retail, the Wiegands have invested in the future, bolstering their operation by expanding to 15 employees. Connie said the company has continued to grow, as they’ve embraced e-commerce and new community partnerships. Nevertheless, Egelston Maynard endures through the time-tested methods of nurturing long-lasting business relationships and embracing the community.
“We want to remain a staple in Northern Kentucky for generations,” Alison said
