About Us

Play It Again Sports® Madison is THE locally owned neighborhood sporting goods and fitness store providing great value and exceptional customer service. You’ll find quality used and new sports and fitness equipment to fit every budget at our store. Come buy, sell and trade sports gear and fitness equipment.

Locally Owned and Operated

Our store is locally owned and operated by Monona resident, Andy Johnson, which means better service to you, the customer. Yet, as part of a nationwide franchise, we leverage tremendous buying power to achieve the most competitive prices on our new gear. 

Andy, his wife Emily, and their four children have been long time Play It Again Sports customers and know the value of trading in and buying new sporting equipment as their kids continue to grow. You can find the Johnsons on the water in the summer, the ice in the winter and various ball fields year-round.

We Share Your Passion for Sports!

We’re passionate about our Southern Wisconsin community and helping to affordably equip families and individuals with the equipment they need to get out and play sports, enjoy the outdoors and stay healthy. We pride ourselves on providing exceptional customer service every day and believe our selection of major brands and value-priced products will keep you and your family coming back for years.