S&W Sports Timeline
1976 – The Beginning
S&W Sports is founded on a quiet corner in downtown Concord, NH. From the start, the focus is on community — providing neighbors with quality gear and personal service.
1980s – Expanding the Spirit of Play
The shop begins carrying alpine skis, snowboards, BMX bikes, and skateboards. S&W becomes a hub for kids and families discovering new ways to enjoy the outdoors.
1990s – Growing With Our Community
The shop expands its offerings and builds a reputation as a trusted resource for cycling, skiing, and outdoor gear. Tim Farmer, who started sweeping floors and building bikes in the ’80s, becomes a key part of the team.
1998 – A New Chapter
Tim Farmer fulfills a lifelong goal and becomes an owner, helping lead S&W into the future while staying true to its roots.
2000s – Building Legacy
S&W strengthens its bike service department and grows its winter sports selection, becoming a year-round destination for riders, skiers, and adventurers of all ages.
Today – Community at the Core
Now more than 45 years strong, S&W remains dedicated to relationships, not transactions. The joy of a new bike or first pair of skis still fuels the team, keeping S&W true to its original spirit.
The Very Beginning
1976
S&W Sports was founded on the corner of Downing and South State Streets in Concord with a focus on community—providing neighbors with quality gear and personal service.
In the 1970s, the oil embargo created a demand for alternative ways to stay warm and get around. S&W responded by selling kerosene heaters, coal, and mopeds—helping customers adapt to the times. Before long, the shop introduced cross-country skiing, a sport few others offered locally, and soon expanded into bicycles through moped brands that also made bikes.
By the late ’70s, a young customer named Tim Farmer was spending all his free time at the shop. BMX was booming, and Tim convinced S&W to carry more of the bikes and gear he loved. In 1979, at just 13 years old, he officially joined the team. (Fun fact: Tim’s father made the original S&W storefront sign.)
From its beginnings in a small corner shop to becoming a cornerstone of Concord’s outdoor community, S&W has always stayed true to its roots—helping people get outside and play.
The 80's
In 1988, S&W moved to its second location at the corner of South State and Main Streets. The shop still sold kerosene for a short time, but by the end of the decade had shifted its focus entirely to bikes, Nordic skis, skateboards, and snowboards.
Glen Whitney was instrumental in integrating the alpine ski business into S&W, expanding the shop’s winter offerings. Around the same time, the now-legendary “Boot Club” began—originally just a ski boot rental program, it eventually evolved into the full rental program S&W is known for today.
1990's
The 1990s brought a surge of BMX and skateboarding culture to S&W. The shop was buzzing with bike and skateboard sales, repairs, and community events. Fred Kelly—Tim’s favorite rep—kept S&W stocked with top brands, including General, which became a best-seller.
In partnership with Concord Parks & Recreation, S&W hosted free BMX shows in the Everett Arena parking lot, featuring Team Haro, Team General, and S&W’s own team, Bizarre Maneuvers, known for their freestyle tricks and high-energy performances.
After working at S&W for 20 years, Tim Farmer purchased the business in 1998. Within two years, he expanded to three locations—one across the street and another on Gas Street known as “The Skate Shop.” Tim continues to lead S&W today, carrying forward its legacy of passion, performance, and community.
2000's
After expanding to three locations, Tim soon realized the setup wasn’t sustainable. Managing multiple stores proved to be a logistical challenge, and he began searching for one perfect location to bring everything under one roof. He found the current building in 2004, but it wasn’t until 2007 that he was able to purchase it.
Those early years were tough — the economy was struggling, and keeping the doors open meant making sacrifices, cutting back on staff, and sometimes skipping paychecks. But through persistence and community support, S&W pulled through.
By 2010, a refinance helped stabilize the business and paved the way for steady growth. Since then, S&W has focused on its core strengths — Nordic skiing, alpine boot fitting, rentals and tuning, and everything bicycles.
