Did you know Toby’s Sports started out as a toy store in Virra Mall, Greenhills? Today it is the largest sports retail chain in the country, with 75 outlets and counting. Read the founder’s story and his practical business tips here.
Roberto “Bobby” Claudio is the visionary founder behind Toby’s Sports, the largest sports retail chain in the Philippines. From humble beginnings, Claudio’s journey is an example of how entrepreneurial vision and grit can lead to great success. Toby’s Sports, now a household name, has grown into a well-respected brand known for its quality sports goods, customer service, and strong community presence.
Claudio’s career began in the corporate world after graduating from De La Salle University in 1972 with a degree in Economics and Business Administration. He spent five years working for a multinational company before taking a bold leap into entrepreneurship in 1977. Accepting an opportunity with the Junior Chamber International (Jaycees) to organize the World Congress in Manila, Claudio left his corporate job to travel the world promoting the event.
When the congress ended, Claudio found himself at a turning point. With no job and an amortization to pay for a small stall he had purchased at Virra Mall in Greenhills, he decided to turn the stall into Toby’s Forms and Shapes Toy Store, named after his four-year-old son. Initially, the store sold toys, but Claudio soon pivoted to selling skateboards and darts, which set the store apart.
The real breakthrough came when Claudio recognized the growing popularity of tennis in the Philippines. Seeing a gap in the market, he purchased a stringing machine from the U.S. and began offering specialized services for tennis players. This pivot to sports equipment was a hit, and it marked the beginning of Toby’s transition from a toy store to a sports retail powerhouse.
Throughout the 1980s, Toby’s Sports expanded rapidly, with Claudio opening 10 branches nationwide. The brand became synonymous with quality sports gear, catering to the increasing demand from Filipino athletes and sports enthusiasts. By the 1990s, Toby’s Sports had firmly established itself as the largest sports retail chain in the country, offering a wide range of products and maintaining a loyal customer base through strategic expansion and excellent service.
Today, Toby’s Sports boasts 75 outlets across the country, a far cry from its humble beginnings as a small toy store. Bobby Claudio’s vision, perseverance, and passion for entrepreneurship have turned Toby’s into a multi-billion-peso empire and a symbol of success in Philippine retail.
Claudio’s vision extended beyond just business. He believed in promoting a sports culture in the Philippines and made it a priority for Toby’s Sports to support local sports events and grassroots initiatives, particularly for the youth. His commitment to corporate social responsibility helped strengthen the brand’s connection to the community.
Claudio also continues to stay active in the business and civic sectors even after his retirement. He currently serves as the president of the Philippine Retailers Association (PRA), a position he has held three times—in the late 1990s, early 2000s, and now again in his third term.
Claudio views this as his way of giving back to the industry that helped him grow, and he is focused on supporting Filipino entrepreneurs. He believes retailing is the easiest entry point for Filipinos who want to start a business, and he is committed to helping the retail industry flourish.
In addition to his work with PRA, Claudio is also the president of GS1 Philippines, the organization responsible for issuing barcodes to companies. Under his leadership, GS1 ensures that products have proper identification through barcodes, which are essential for business operations.
How did Claudio’s leadership evolve as Toby’s Sports expanded from a single store to a nationwide chain? What key lessons has he learned from his entrepreneurial journey that he still applies today?
Here are the five business lessons every entrepreneur can learn from Roberto ‘Bobby’ Claudio, founder and chairman of Toby’s Sports: (read more…)
