Prime Highlights
- Former figure skater Annie Gonzalez Givens acquired Go Figure Skates in 2021 and has expanded its national reach.
- The store became the first U.S. brick-and-mortar retailer to carry Italian skate brand Belati.
Key Facts
- Go Figure Skates will celebrate its 20th anniversary in August.
- The business serves customers nationwide through in-person and virtual skate fittings.
Background
What began as a part-time job for a teenage figure skater has grown into a successful business ownership story for Annie Gonzalez Givens, who now runs Go Figure Skates, a specialty skating shop serving customers across the United States.
Gonzalez Givens first came to the company’s store in Webster Groves as a skater when she was 15 years old. She developed an interest in retail while working in the store and then decided to pursue retail merchandising studies in college. After gaining experience with several retail brands, she returned to Go Figure Skates in 2019 to sharpen skates on a part-time basis. In 2021, she officially acquired the business from owner Sue Sullivan.
Founded by local figure skater Shawn Blaes and Sullivan, the shop is preparing to celebrate its 20th anniversary. Under her leadership, Go Figure Skates has increased its range of products, started working with new skate and clothing brands, and increased the shop’s presence online via social media.
The shop has even been able to attract customers beyond Missouri borders, thanks to virtual fittings for skates that allow people to get customized advice without ever going into the physical store. In one of the biggest wins for Gonzalez Givens, the Italian skate manufacturer Belati chose Go Figure Skates as the only brick-and-mortar partner in the country. As Gonzales Givens stated, the choice was made because of the shop’s reputation, technical expertise, social media presence, and reviews.
However, modernization is not everything, as Gonzalez Givens continues focusing on the shop’s primary goal of helping skaters find appropriate gear. Gonzalez Givens continues to skate recreationally and says providing products that support important milestones in customers’ lives remains one of the most rewarding aspects of running the business.
