Webster’s New World Dictionary defines tradition as “the handing down of stories, beliefs, customs, etc. from generation to generation.” From what it once was to what it has become today, it’s obvious that the founder of Jay’s Sporting Goods, Jay Poet, was a firm believer in the tradition of family, as well as the traditional values of treating his customers with a certain degree of respect he felt should be part and parcel of the business whenever someone shopped at Jay’s Sporting Goods. Jay’s quest to fulfill his dream of developing a first class sporting goods store began nearly thirty years ago, in a small garage on 7th Street in Clare, Michigan. The year was 1968. A shooter and lifelong hunter and angler, he sold a fair amount of guns, ammunition and reloading supplies, seeking to fill the void left by the disappearance of the small town gun shops where every customer was known by name, and their favorite ammunition was always in good supply. But, it was a very tough beginning at Jay’s Gun Shop. About that time, Jay said, “It was hard work. I was putting in 80, 90 hours a week”. That his approach quickly gained acceptance was evident by the response to their direct mail. Arlene, Jay’s wife, hand-typed every envelope in their living room and continually mailed flyers to their growing list of customers with seven year old son Jeff and infant son J.J. underfoot.!