Transformation with tradition, this is how Bermuda's hottest 'new' sports store can be described.

The International Sports Shop, a name known across generations of Bermudians for providing quality sporting goods and equipment, has undergone a transformation under new ownership, but the tradition and good old fashioned service remains.

Interestingly the ownership structure is a legacy continued as well. Forty years after William Minors and other national cricket stars established the business in 1967, four new young national sportsmen are taking over the reigns and adding their own modern-day touch to what is already a winning formula.

One neighbouring business owner, and customer said it best: "Now, this is a sports store!"

The crisp, spacious layout is reminiscent of a US sporting goods store, but the ambience is more like walking in to a gym: Large flat screen televisions broadcast the biggest games and up-to-date sports news; up tempo music delivers motivating background beats that leave you feeling fit, hip and confident that your International Sports Shop purchase will not only have you looking good but improve your performance as well!

Co-owners Derek "Bobby" Hurdle, Harry Andrews, Brian Purvey and Daniel Morgan are a force to be reckoned with, each bringing complimentary business skills and sporting knowledge to the venture, and they are proud of their new look decor.

"We want it to feel like a sports arena," says Mr. Hurdle.

"We want it to reflect our image; we're definitely a sports image and we're all proud of it," Mr. Andrews adds.

"When we walk in, we feel like we've accomplished something," says Mr. Purvey.

Alicia Edwards, a Sales Associate for the past 16 years says she is motivated by the change.

"The upgrades to the store are great and there's a better selection of what people want today," she says. "Sports isn't just about the game anymore, people are wearing sporting goods as a fashion and we're stocking the fashion items now.

"International Sports Shop used to be strictly apparel and equipment for the game but it's so much more now."

The new management team is a tight-knit foursome who have known each other since childhood and they built their team spirit through various national level sporting achievements, including basketball at the 1989 Carifta Games.

An example of their fresh new approach is the product line of footwear, both casual and sporting, that they have introduced to the store.

"We've started an apparel and footwear line," says co-owner Brian Purvey. "Which is sports specific apparel and casual sneakers because that's what people want and we can bring it to them all in one place."

The store boasts a large array of new products and name brands such as Puma and Reebok sporting and fashion apparel.

The owners acknowledge that many customers are used to shopping at the International Sports Shop because of traditionally lower prices and they intend to continue to stock affordable items.

Their strategy is to introduce various levels of quality, to cater to all needs, from children trying out a sport for the first time to the professional sportsman. International Sports Shop has large warehouse facilities that have also been renovated for maximum capacity, and the owners are confident that they will be able to keep sufficient supplies in stock.

Mr. Purvey, a high school Physical Education teacher who has years of retail experience, explains that it may take six to twelve months to optimise the inventory mix because of supplier lead times.

He anticipates that sales trends, customer requests and special orders will create a pattern for the owners to follow, which translates into customers always being able to find what they want, when they need it, at the right price.

He says: "We have solid relationships with vendors who supply quality products and we're building personal relationships by visiting them. This will be a key to our success."

Solid relationships come naturally to this team. The four self-starters have done everything together in life so it was only natural that they go into business. They met in primary school, they are Godfathers to each other's children, and in the case of Mr. Hurdle and Mr. Morgan the connection goes back to before they were born, when their father's were rugby friends.

The business discussions started in earnest two years ago and although they investigated other business options, the common thread of interest kept coming back to sports. When Mr. Morgan alerted the team that the International Sports Store was on the market, they all felt it would be a natural fit. That began a year of hard work, long hours and transition to complete the purchase, learn the ropes and complete renovations.

And it has been team work from the outset. Mr. Hurdle, a marketing manager at a law firm, took the bold step to follow his dreams and resigned to take on the full time management of their new venture. Meanwhile, Mr. Purvey, a teacher with the summer off, was able to work full time in the store until September.

They all agree with Mr. Andrews when he says: "There is a foundation of trust between us because we're best mates first.

"We're all keen sportsmen and that means we each have a competitive nature.

"We believe that will help us in business, the chemistry between us works, we feed off each other's personalities and we're all quite different."

From a customer and business perspective, the quad, who seem more like brothers, are adamant that they will be different to other sporting stores in Bermuda. Their "ability to provide the best stock and best personalised service, brought about by their individual involvement in different sporting bodies," is one reason.

The other is their invaluable staff members Alicia Edwards and Tina Brangman who are also sports-minded, "switched on" and extremely knowledgeable.

"We're all young, and in touch with what's trendy," says Mr. Andrews.

The men involve their spouses and children to gain a well-rounded perspective of what the community needs.

"We know where the demand is and we're in tune with what sporting events are happening at what time. It is amazing, the amount of sports that children are involved in," they all agree. "If we can give parents a good experience, we will become a part of their routine. We aim to meet the needs of women and children; they are important customers."

The International Sports Shop slogan is "Bringing the World of Sport to You." The men talk openly about their internal motivators; phrases such as "taking it to the top" and "making it happen" that they add to the bottom of e-mails to keep each other on track.

The one thing that is obvious is the passion within these sportsmen and their conviction that they are on the winning team, in more ways than one.