The young racquet stringer who went viral while keeping his family business alive

Key Concepts

• Smashports: A second-generation racket business based in Prince, Philippines.
• Tik Tok Marketing: Utilizing short-form video content for brand awareness and customer engagement.
• Family Business: The dynamics of running a business with family, specifically a brother.
• Business Challenges: Navigating competition from the online market and adapting to changing consumer trends.
• String Tensioning: The process of applying and verifying tension on racket strings.
• FNB Expansion: Diversifying the business into the Food and Beverage industry as a tribute to the founder’s late wife.

The Legacy of Smashports & Navigating Modern Business

Hashim, the 22-year-old second-generation owner of Smashports, details the history and current state of the family racket business. He emphasizes the deep personal connection to the store, stating, “This piece means a lot to me. I grew up at this place and I also learned a lot from this place.” Prince, where Smashports is located, was historically a “sports empire” with numerous sports shops, and his father was an early pioneer in the industry – one of the “OGs.”

The Tik Tok Breakthrough & Content Strategy

Smashports experienced significant growth through Tik Tok. A seemingly random video of someone gripping a racket garnered 30,000 views in a single day, a stark contrast to their usual 100-200 views per video. Currently, the Smashports Tik Tok page has 304,667 likes. Hashim attributes this success to “consistency” – simply filming and posting regularly. He highlights the unexpected nature of the viral content, stating, “We went crazy over it. It was actually a fun thing like we didn't know it will blow up.”

Operational Details & Technical Aspects

The video showcases a practical aspect of the business: string tensioning. Hashim demonstrates a machine used to pull and set the tension of racket strings. He clarifies a common misconception, stating, “It’s not to check [tension], it’s just do it for fun.” He also admits this process is a personal habit, stating, “My body cannot function without doing this.” He’s been involved in the business since he was five years old, starting with simple tasks and gradually taking on more responsibility.

Challenges & Adaptation in a Competitive Market

A primary challenge for Smashports is the increasing competition from the online market. Hashim explains they must “always…stand out from everyone” and are focusing on increased content creation to address this. He notes his father is “very open to changes and he’s always supporting” their efforts to improve the business.

Family Dynamics & Business Partnership

Working with his brother, who is 13 years his senior, presents both benefits and challenges. Hashim describes it as “fun but it can get my nerve also at the same point of time.” He acknowledges the emotional intensity inherent in family relationships, but emphasizes their ability to “give and take” and adapt to each other’s strengths and weaknesses over the years. He states, “I wouldn’t say it’s hard to work with family or neither would I say like it’s easy to work with family.”

Expansion & Honoring a Legacy

Smashports has recently expanded into the Food and Beverage (FNB) industry. This expansion was driven by a desire to fulfill the late mother’s dream, stating, “FNB was our mother’s dream. So we decided that why not we fulfill her dreams.” Hashim expresses a long-term commitment to the store, stating, “I can see myself in this store until I retire definitely,” but also indicates a desire for further expansion.

Customer Connection & Impact

Hashim shares a touching anecdote about a customer who traveled specifically to purchase a racket from Smashports and immediately flew back to the Philippines, stating, “The customer came all the way here just to buy a racket and take the next flight back from Philippines. That really touched me.” This highlights the strong customer loyalty and positive impact of the business.

Synthesis

Smashports represents a successful transition from a traditional, brick-and-mortar sports shop to a modern business leveraging social media and adapting to market challenges. The story emphasizes the importance of family legacy, consistent effort, and a willingness to embrace change. The expansion into FNB demonstrates a commitment to honoring the founder’s vision while simultaneously diversifying the business for future growth. The video portrays a young entrepreneur deeply connected to his family’s business and dedicated to its continued success.