Inside Izzi’s Gym, collectibles drive growing spirit of community

It’s Friday night, and a nondescript building near Terrace Park is overflowing with activity.

Kids and parents browse collectible Pokemon trading cards.

Young men compare cards across a table from one another.

In another space, more kids vie over Beyblade, maneuvering top toys that spin and collide in a small arena until one emerges the winner.

This is Izzi’s Gym — part collectible store, part clubhouse and increasingly the center of a growing micro-community within Sioux Falls.

“It started as a fun side thing that was probably never going to open,” said Chris Hamze, who co-owns the business with his twin brother, Nick.

“But when we get sad, we start businesses.”

And that’s where Izzi comes in.

She was Hamze’s Cavalier King Charles Spaniel, whose passing led to a business named in her honor that opened about 18 months ago at 807 N. Lake Ave.

“We opened, and it was crazy because we had no inventory,” he said. “Pokemon is very difficult to get in general, and we had no idea. We were only going to be open Friday, Saturday, Sunday, and instantly it took off. It kept going and going.”

The Pokemon collectible card phenomenon is a real thing that doesn’t appear to be losing steam. Collectors regularly line up at national big-box retailer stores across Sioux Falls. That wasn’t what the Hamzes set out to create.

They envisioned a small store — “a few cases, find somebody to sell us stuff, and it was supposed to be very low-impact. Nick was going to run it out of the back of our buildings,” he said.

Instead, it’s become a family endeavor. Their mother and aunt help, as do some former employees from Hamze’s former T-shirt business. Their father, Ted, a longtime Sioux Falls entrepreneur, experienced his sons’ store before passing away last year and “got really into it the last few months of his life learning all about Pokemon,” Hamze said. “He came to work with us every day.”

There are plenty of dogs, too — up to four are known to visit the store.

The Hamzes now have relationships with eight distributors of Pokemon cards but also buy $50,000 per week in cards from customers — both unopened boxes and cards.

“We get more product than any other store in town,” Hamze said. “We do it at scale. That’s why we’ve become the biggest.”

They also choose to sell their cards at the manufacturers’ suggested retail price, not marked up to reflect demand.

“Most stores are catered toward adults, and I would rather have all kids and no adults because that’s the fun of the store,” Hamze said. “They love to open cards, and no matter what it is, they’re happy. It’s not like they have to get the biggest one.”

On some recent Friday and Saturday nights, “you couldn’t even walk in the room,” Hamze said. “It was just so fun to see.”

Izzi’s Gym also carries “blind boxes,” which kids open for surprise finds, along with Magic: The Gathering and other popular trading card games. There’s also a curated collection of toys, board games, collectibles and supplies to protect and showcase a collection, including sleeves, binders, deck boxes and play mats.

The Beyblade section is a big draw, Hamze added.

“It’s unbelievable. It’s the craziest, silliest thing, but it is so complex,” he said.

“Each bey has four pieces, and each has a different strategy to make it spin the longest or fastest. On Friday nights, it’s insane — there’s 50 kids back there playing Beyblade, and we give away free merchandise — shirts and hats. People come week after week, and we know the majority of the kids’ names.”

There are snacks and soft drinks, and the store is available to host parties.

“It’s a store, but it’s not,” Hamze acknowledged. “People buy stuff because they need it for their hobby, but it’s really kind of crazy how people love to hang out.”

Customers of all ages clearly already are becoming more than customers.

Darren Johnson estimates that he’s at Izzi’s Gym with his 3- and 5-year-olds at least once a week.

Johnson began collecting Pokemon cards as a child, then introduced his oldest son to it a couple of years ago. They looked up places to buy cards in Sioux Falls, Izzi’s Gym popped up, and “after the first time we went in, we decided we were not going to go to any other store,” he said.

“Chris and Nick both just have something about them that makes you feel welcome and feel part of their family. They treat their customers with a lot of respect and really look out for their community, which is huge.”

Most of the time, the family leaves making at least one purchase, whether it’s cards or an attempt at the claw machines.

His 5-year-old loves the Beyblade events.

“It seems like every Friday and Saturday they are packed with people,” Johnson said. “They go above and beyond for kids, which is why we keep coming back.”

Pokemon cards that easily could be sold for more are kept at MSRP, “so kids can get something to open, which is awesome,” he added. “They’re losing a significant amount of money by doing that from the Pokemon community, but to them it doesn’t make a difference. They want to see smiles on kids’ faces and make core memories for kids, and they do a phenomenal job at it.”

Casey Nickell, a self-described “big-time collector” has built similar allegiance to Izzi’s Gym. He had seen it advertised and heard good things, “so one day I popped my head in there, and I noticed the wide variety and the customer service was excellent and just the passion and excitement they all drew in.”

His three kids have taken on the hobby with him.

“We stop by every week,” he said. “They love seeing the dogs. I’m there for the cards … and the wide variety and range. And the kids enjoy Beyblades and just the color and nice displays.”

He credits the current Pokemon craze to a generational doubling up of people who grew up with the hobby in the late 1990s and early 2000s who now are introducing their kids to it.

“it’s really brought the hobby back to life again,” Nickell said. “With Izzi’s Gym, they keep it very fair. So when a new set or product is released, they do things where when people frequent the store they have first priority.”

With a traditional day job, “I don’t have time to stand in line at Target or Best Buy to get two boxes,” he added. “With Izzi’s, they’re going to have when I’m looking for, and if I’m there frequently enough, I’ll get put on a list that allows me to work my day shift knowing product is available. They do allocations for kids … and they’re very honest about it.”

He sells collectible single cards at shows and often see friends he has made at Izzi’s Gym.

“I can’t even count how many (friends I’ve made),” he said. “We talk collections and what’s new and going on, and it’s just nice to talk to people with that familiar feeling of the care and passion.”

On July 18, an even greater number of like-minded fans will come together for Izzi’s Con. The Hamzes have rented the whole Sioux Falls Convention Center for a day of inflatables, face painting and vendors.

“We’re going to try to give away 1 million cards. We’ve been buying in bulk and getting donations. I want to make sure anyone who comes will leave with a bunch of free cards,” Hamze said. “People don’t understand how many kids in this town don’t have anything to spend on this stuff.”

Izzi’s Gym is open from 10 a.m. to 8 p.m. Thursday through Saturday and noon to 8 p.m. Sunday. About one-third of the business comes through online sales, Hamze said.

Otherwise, customers represent everywhere from southern Minnesota to Brookings and Sioux City.

“There’s nothing like this between here and Omaha or Minneapolis,” Hamze said. “The other stores that exist serve a different purpose. They don’t have the space or the money or the mission we do.”

It’s bigger than the cards: What the Hamzes have created through Izzi’s Gym is something that transcends any trend.

“There’s a lot of loneliness,” Hamze said. “It’s crazy how a little bit of positive attention (makes a difference). Just someone asking about their day and talking to them.”

For some of the kids who come there, “it’s like the highlight of their week,” he added. “If you’re not in sports, you go to school and go home. And now, they can come here and meet other kids. It’s crazy how many people — adults and kids — have made friends.”