How Tori Johnston Built a Thriving Resale Business from a $3 Lacrosse Helmet
In our Pro Seller series, we spotlight a standout seller from Sideline's talented and ambitious community and offer readers a look at their process and story. This month, it's all about lacrosse gear with LaxGoalie001.
Tori Johnston has been a lacrosse gear-selling powerhouse since 2010, building her business from a $3 garage sale helmet to buying her mom a dream car. As one of the OG sellers on SidelineSwap, Tori's passion for the sport and knack for reselling have made her a go-to source for players and parents alike.
Tori's introduction to online selling
Tori's reselling journey began 15 years ago with the purchase of a lacrosse helmet at a garage sale.
"I only paid $3 for the helmet, so I made a profit when I resold it a few days later,” Tori recalls. “Then I was like, that was easy, and I kept going."
When Craigslist sales started to decline around 2016, Tori discovered SidelineSwap and listed her used lacrosse gear to see if it would sell. "Within 30 minutes, my gear started selling. I was really impressed"
From that initial success, Tori's Sideline locker and reputation as a reliable seller grew through word of mouth and positive feedback. To date, Tori has sold 2,496 items through SidelineSwap with over 2,000 positive reviews.
Tori's lacrosse background and career
Tori's love for lacrosse started when she first picked up a stick in 4th grade and played the attack position. But it was in 5th grade that she found her true calling—as a goalie.
"I was late for lacrosse practice, so they stuck me in goalie. We did a little scrimmage, and I made some great saves. And I thought, okay, this is fun. I continued playing goalie ever since."
Tori's lacrosse career took her to Dowling College in New York on a full ride, before she transferred to Farmingdale State College. There, she led the team to its first-ever championship game in 2017, earning MVP honors. After college Tori decided to pursue a career in law enforcement in Florida, leaving her lacrosse playing days behind.
Despite no longer playing competitively, Tori remains deeply connected to the lacrosse community. "I still follow lacrosse very closely. I also get updates about products and rule changes. Like lacrosse chess protectors, for example. I wore a thin baseball chest protector when I was playing back then, but now they must be NOCSAE certified. The biggest lacrosse helmet when I was playing was a Pro-7, and now we're at the XRS Pros, which are completely different helmets with very different technology."
Her passion for the game has been crucial to helping Tori source the latest and greatest gear for her customers.
Building a family business
As her locker and reputation grew, Tori’s side hustle turned into a full-fledged family business.
"My mom was a stay-at-home mom her entire life, my dad made the money. And now, selling on Sideline is a hobby my mom and I do together. We split everything 50/50 and made enough profit last year to buy her dream car for her 60th birthday, a ‘68 Chevelle SS—all through SidelineSwap money."
This family support is crucial, as Tori is committed to providing lightning-fast service to her customers.
"People want their product now. People want their answers now. When there are seemingly unlimited options out there, I have to respond while the shopper is interested—and I mean right away—to make the sale."
To maintain this level of responsiveness, Tori is at the post office or shipping carrier nearly every day.
"I ship the same day or the next day. Always. And along with that, all my equipment gets cleaned. I have a separate washer and dryer specifically for sports gear. Anything that is moldy or doesn't meet my standards gets tossed out." This dedication to quick turnaround and clean equipment has earned Tori thousands of positive reviews, noting her reliable and efficient service.
Sourcing the best lacrosse gear
Tori's deep knowledge of the lacrosse equipment market is critical to her success.
"I have people I still talk to in the lacrosse community, and then I have a lot of people that have kids that are playing, and then those kids need gear, and then those kids tell their friends, and it builds and builds. America is just huge!"
Tori says it helps that she's had the same phone number since high school. People know she is only a message away from helping them offload some old gear or find the right gear for their upcoming season.
"Some websites will often do bundle deals. The more I buy, the better price I get. I can then pass that savings onto my customers. People also reach out to me looking for a specific item, and I'll go find it and give it to them for just a bit more than what I paid.”
This strategic approach to sourcing equipment allows Tori to offer customers competitive prices while maintaining a healthy profit margin. She's also not afraid to get creative, explaining, "I have people in different states that will pick up lacrosse gear for me and ship it, and then I'll pay them a bit of money for getting the gear."
Tori's ability to leverage her connections, negotiate bulk deals, and coordinate nationwide sourcing demonstrates her dedication to building a diverse inventory in her locker. This, combined with her passion for lacrosse, has been the key to building a thriving reselling business.
Tori's advice for new sellers
Tori's wealth of experience has given her valuable insights for new sellers. She emphasizes the importance of honesty, fast shipping, and clean equipment.
"I don't want to steer anybody wrong. And I love explaining how the different sizing works and how to put on a lacrosse helmet properly. I get satisfaction from helping my customers find the perfect gear. And as a bonus, everybody gets a free mouthguard when they shop with me."
One of the aspects Tori loves most about SidelineSwap is the platform's international shipping capabilities. This global reach has allowed her to expand her customer base far beyond her local Florida market. And when customers reach out to Tori through other channels, she directs them to her SidelineSwap locker.
"I prefer selling on Sideline because of its return policy, shipping options, and the protections for buyers and sellers. It's a safer platform with better ratings than, for example, Facebook Marketplace. Even if I connect with someone on another platform, I direct them to the Sideline link. If they're unfamiliar with Sideline, explaining how to create an account is easy. This helps generate more interest in SidelineSwap, and people can follow me there, ultimately increasing my business and earnings. It's like a revolving door, especially since I have a lot of inventory for sale in my locker."
Tori's intentional efforts to funnel customers to one platform demonstrate her commitment to the SidelineSwap community. By leveraging the site's strengths, Tori has built a thriving and sustainable reselling business.
"I have 276 items for sale right now. I wish I had the time to post more! If I could, I'd have 1,000 plus at any given time. But with my career and a baby on the way, it's hard to hit that number right now."
Follow in Tori's footsteps
Tori emphasizes that new sellers don't need to invest a lot of upfront capital to get started. Instead, she recommends leveraging the gear you already own or can easily acquire.
"Many people attempt to do what I do, and it doesn't work because they get frustrated and quit. They think automatically they're going to start selling equipment, and it's going to sell fast," She explains. "That's not the case when you're a brand new seller or just trying to sell one or two items you have in your garage. You have zero reviews, which can make it hard for buyers to find and trust you."
Tori's advice boils down to a few key principles:
- Start with what you know: Sell the sports equipment you're already familiar with so you can offer authentic, helpful advice.
- Build up your reputation: Focus on providing excellent customer service (respond fast, ship even faster) to earn positive reviews, which will help you sell more items.
- Be patient and persistent: It may take time to gain traction and build a locker, but consistent effort will pay off.
Tori's passion for lacrosse and her business is evident in every aspect of her work.
"I'm going to do this till the day I die. It's really fun and it's profitable. And I like to use the money to buy whatever I want. I call it my fun money."
To check out Tori's impressive SidelineSwap locker, visit sidelineswap.com/locker/laxgoalie001