For the most part, you will want to find a place where consumers can get to your store easily.  If you are going to build your own store, you may want to see if you can obtain a lot close to a restaurant, or other business that draws a large crowd.  It may also be of some use to locate near a gym, or other type of business that draws customers that may be specifically interested in sporting goods equipment.

Among other things, you may find that opening your sporting goods franchise store in a mall is of benefit.  Aside from drawing a large number of consumers, you will also have the added benefit of the security services provided by the mall owner.  This is especially important considering the value of the merchandise you are likely to carry in your store.