Under New Ownership, G&S Sporting Goods Returns with Online Store
Fast forward to present. The business is now in the hands of new ownership, which has streamlined the brand for a whole new generation of fighters (and fashion seekers). Both gear and related merch are now available exclusively on the recently-launched the G&S Fight Supply website. They purport to offer the “best” boxing equipment, and note that “when you wear G&S, you are punching with the weight of history.”
“We prefer to think of ourselves as having been away in training,” the new G&S heavyweight Adam Treanor told us in an email. “We purchased the business from the Zerlings, and they have been incredibly supportive.”
When asked about potentially reopening a brick-and-mortar presence, Treanor noted, “We’d like to have a retail location again.”
Aside from the obvious store component, the website also offers a history lesson and some cool photos.
G&S Sporting Goods was founded in 1937 by Lenny’s father, an Estonian immigrant boxer named Izzy Zerling. He was a registered lightweight, and boxed approximately thirty-five professional fights (and fifty “bootleg bouts”). The store opened at 43 Essex after his retirement. Thereafter, he spent most of his life dedicated to teaching the sport to under-privileged kids, all while the family business remained as such. He is also credited with being the first to train female fighters in 1938. The elder Zerling lived on the Lower East Side until his death in 2011 at the age of 96.
Famous fighters that donned G&S-built equipment (gloves, trunks, and headgear) included Rocky Marciano, Muhammad Ali, George Foreman, and Sugar Ray Robinson.