When C&O Sportswear began in 1976, it was Tim Macgregor and a childhood friend selling T-shirts out of his garage. They would sell orders during the day and print the shirts at night.
“We were winging it,” Macgregor said. “I had just graduated college and was preparing for the CPA exam. The business caught on, and it was fun. About eight months later, I had an opportunity to join the state government, but I turned it down. I’ve been doing this for 48 years now.”
Today, Macgregor’s customers include the children and grandchildren of his original patrons, reflecting how the store has become a cornerstone of the Mount Pleasant community.
His family has deep ties with Central Michigan University. Macgregor, a Mount Pleasant native, studied at CMU for a year and a half before earning an accounting degree from the University of Arizona in Tucson. His wife, Kristin, and son, Joe, also attended CMU, and his father-in-law was a professor there for 34 years.
“One of the things that really gets me going is seeing alumni who shopped here 30 or 40 years ago,” Macgregor said. “They’re amazed I’m still here. I could talk to these people all day long.”
Evolving business
C&O Sportswear has been a member of the Michigan Retailers Association since 2021. Over the decades, the business has evolved from selling T-shirts to offering a variety of apparel, embroidery, and digital printing services, serving wholesale clients such as Cops & Doughnuts and the Wheatland Festival.
“I remember when a guy came in and bought 100 shirts. He was so nervous about selling them. Today, we supply an unbelievable amount of merchandise to the festival,” Macgregor recalled.
Macgregor credits the store’s longevity to its dedicated staff, including employees who have been with him for decades, as well as thousands of students who have worked shorter stints.
“I’ve had former employees reach out later in life to thank me for the training they got here,” Macgregor said. “It wasn’t easy. I demanded things. I expect you to say hi to someone coming in the door and to say thank you. Everything else will follow. I think it gave them the confidence to do better.”
The store’s name, C&O Sportswear, combines the first letters of the nicknames of Macgregor and his original partner. The partner was nicknamed “Clown,” and Macgregor was called “O” by his older brother.
The store launched its website nearly 15 years ago. It grew significantly during the pandemic when physical retail was limited by government restrictions.
Imaginative promotions
Over the years, Macgregor has employed various advertising methods, from roadside electronic message boards to radio and TV commercials. His favorite was airplane advertising before increased security measures after 9/11.
“I kind of pioneered it here,” Macgregor said. “We’d run banners around the stadium. In the third quarter, the banner would fly across the stadium in the bowl, reaching 30,000 people. That was fantastic advertising.”
Today, the focus has shifted to social media. In 2022, Joe Macgregor scored a viral hit with a “Detroit Rams” T-shirt following former Detroit Lions quarterback Matthew Stafford’s Super Bowl win with the Los Angeles Rams.
“When Matthew Stafford’s wife shared it on social media, it spread nationwide,” Macgregor said.
“I couldn’t believe how busy we were. We had people calling from all over, willing to pay for next-day delivery.”
Joe suggested opening the store on the Sunday before the game, and it drew a large crowd.
“It was fun like the old days, coming up with stuff. I loved it,” Macgregor said.
Family has been key
While his original partner moved on, Macgregor credits his wife, Kristin, son Joe, daughters Alisha and Jennifer, and longtime manager Jordan Hall, who has been with C&O Sportswear for 20 years since being a CMU student, for being integral to building the family business.
“Some of our first dates were counting inventory in our basement,” he said of Kristin. “We’ve been married 46 years, and she’s the love of my life. No doubt about it.”
Macgregor is not ready to hand over the keys to his son just yet, especially with the store’s milestone 50th anniversary on the horizon.
“If I could get through the COVID year, I figure I can keep going for a few more years,” Macgregor said. “I enjoy what I’m doing. I created this thing, and I deal with very good people who are friends. I appreciate good people, hard work, and a good smile. It’s hard for me to walk away from that.”
