Robert “Rusty” Saunders, a beloved husband, father and friend, passed away on December 8, 2024, at 88.  He was born on October 12, 1936, in New York and spent his life creating lasting memories and nurturing the love of those around him.

“Working for people active in sports was more appealing to Rusty Saunders than the prospect of working on Wall Street,” the National Sporting Goods Association (NSGA) said in a media release. Saunders, who spent 60-plus years in the industry, was inducted into the Sporting Goods Industry Hall of Fame in 2013.

Saunders played basketball at the University of Dayton in the 1950s. The New York City native returned home to start his career as a pension administrator at a large bank. Three years later, he entered the sporting goods industry and became a prominent figure who connected with some of the biggest names in sports.

“Rusty was truly a larger-than-life figure with a tremendous passion for our industry,” said Matt Carlson, president and CEO of the NSGA. “He had such an impact in so many areas, and I greatly appreciated his work and support of NSGA over the years. We know many people in the industry are saddened by the news of Rusty’s passing, and we extend our deepest condolences to his family, friends and colleagues.”

Watch a YouTube video here or click the image below for the NSGA tribute given to Saunders in 2013 at his induction into the Sporting Goods Industry Hall of Fame.

Rusty was known for his warmth, sense of humor and unwavering kindness and loyalty throughout his life. He had a remarkable ability to bring joy to everyone he met, whether through a well-timed joke, a thoughtful gesture or genuine interest in others; he never met a stranger. He had a passion for developing deep and meaningful relationships, and he carried that enthusiasm with him into his golden years through phone calls, text messages, “meetings” in the driveway, and outings with friends.

A 60-Year Career in Sporting Goods
Rusty spent his first 13 years in the sporting goods industry with the MacGregor-Brunswick Corporation, directing the advisory staff for product development, promotions and personal appearances for several legendary athletes. He also served as MacGregor’s East Coast regional sales manager of its team division, pro golf and retail areas and the national accounts and premium manager. Later, he became the vice president of merchandising.

Saunders was recognized four times as MacGregor’s leading sales producer and product developer.

Rusty became the EVP and COO of two regional retail chains with long heritages owned by Washington, D.C.-based Recreation Products Retailing. He took Brendamour’s in Cincinnati, OH and Hollywood Sports Plaza in California out of financial trouble to profitability and positioned Brendamour’s for a successful sale.

He founded and managed the Saunders & Associates Sales Agency for 19 years before selling it in 1999. His agency covered five Midwest states and was named the Sales Agency of the Year for Brooks twice. Saunders was also Brooks’ Salesman of the Year three times and received the Lifetime Achievement Award from the Sporting Goods Agents Association (SGAA).

A New Career
Rusty remained active in the industry after he retired and was the principal of Saunders Consulting. He was a founding partner of the SportsOneSource consulting group and a moderator of Coach and Connect to mentor and educate agents. He was a Board member of Implus Corporation and PHIT America and founded the Get in the Game Careers program.

“Rusty was a founding member of SportsOneSource, which was the genesis of the modern version of Sporting Goods Business and the platform that became my consulting business, Princeton Retail Analysis,” said sporting goods industry analyst and advisor Matt Powell in a LinkedIn post. “Rusty was a long-time rep for Brooks, but touched many people’s lives in every brand and retailer. Known as “the Senator,” Rusty seemed to know everyone in the industry, always with a glad hand and an open heart. We’ll miss you, Senator!”

Over the decades following this “retirement,” Rusty may have touched as many or more people as the moderator of the annual NSGA Management Conference from 2000 to 2013. He helped increase participation in the event by footwear companies and retailers during a very successful period for the conference. He was also a 12-year member of the Sporting Goods Industry Hall of Fame Committee, ensuring that others who worked in the industry received recognition for their efforts and commitment to the business of sport.

“Rusty had a heart the size of his 6′ 7″ frame,” commented Todd Vore, co-founder and former president of Implus Corporation. “I was blessed to have Rusty as a mentor for the past 30 years. He taught me so much about business, life and the importance of relationships. I will sadly miss our regular check-in calls and sound advice. I’m proud to be one of the many leaders he groomed in our industry. Rest easy, “Senator,” until we meet again.”

Many will remember Rusty for his presence during the heyday of the WSA Show in Las Vegas. He never made it far through the aisles because he always had someone to talk to and families and careers to discuss. Oftentimes, you would find him with Matt Powell, Famous Footwear’s Joe Wood, and others in one corner of a group that had never moved. It just grew, much like Rusty’s heart and love for people.

“I first met Rusty at an NSGA conference in 2000,” offered Jim Hartford, CEO of SGB Media. “I had just left my corporate gig at Reebok in Boston and was pitching new ideas for an Internet-based virtual trade show. Rusty embraced my ideas and helped me shape my thoughts. I never missed another NSGA event while he was attending or moderating. We later worked together on a number of projects in both the footwear field and the retail technology space.”

Joe Wood, the former CEO of Famous Footwear, added his thoughts on Rusty, echoing others when he texted SGB Media: “A wonderful mentor and close friend for over 30 years. He became my second father after I lost mine. I loved Rusty and will miss him dearly.”

No one could say it or describe the relationships better. Rest in Peace, Senator!

Rusty was married to Christine (McNally) Saunders, his devoted wife, with whom he shared 64 years of love, laughter and companionship. Together, they raised a beautiful family, and Rusty was a proud father to their children: Laura (Alex) Aristizabal, Bob (Mary) Saunders, Steve (Kim) Saunders, Sue (Joe) Janowski, and Ken (Tanya) Saunders, thirteen grandchildren: Leslie, Allie, Elle, Drew, Jake, Brie, Emily, Mark, Anna, Claire, Noah, Sabrina, and Caleb and two great-grandchildren: Greyson and Jackson.

A funeral mass to celebrate his life will be held at 10 a.m. on Saturday, January 4, 2025, at The Community of the Good Shepherd, 8815 E. Kemper Road, Cincinnati, OH, with a Celebration of Life to follow at the church. In lieu of flowers, the family requests donations to St. Jude Children’s Research Hospital in Rusty Saunders’ memory.

Images courtesy NSGA