Italian of the Year Jeff Brusati
By Kevin Van Dyke
“Jeff doesn’t give a damn about what other people think or have to say about him. How often do you see a guy walking around with a cigar in his mouth for the majority of the day? He doesn’t do it to be cool, it’s simply what he likes and he does things his own way.” -Jonny Brusati 2
As I sat in a wooden armchair opposite the large, dark wooden desk at which Jeff Brusati had been working full-throttle for thirty years to keep his fathers business running, I explained to him what I was here to do. I told him about how with this coming interview and all the pictures I would take, I wanted to capture the essence of his life and personality. What made him such a great boss? What kept him going when times were tough? I wanted to know what he was all about. He said to me, “You want to know what I’m all about?” Setting down his pen, he leaned back in his big brown leather swivel chair and put his finger on one of several pictures on the wall to his right displaying his four children, now all grown. He looked at me and told me, “This is what I’m all about.” Jeff Brusati is a purebred Italian, Dean Martin looking, and a few inches shy of seven feet. A macho man with an enormous soft spot for the things which he cares for most. One may be fooled by his dark black hair slicked backwards, dark sunglasses and dark cigar, coupled with his somewhat reserved nature into thinking he must be a hardass. He is most certainly the opposite when it comes to his work, his family and his pup-
py, Skittles. Jeff was born and raised in San Rafael, California, which he described as “A wonderful life.” He was raised in a loving family, although he lost his mother at the age of five. From that point forward, his nanny Maria raised him. He “Never wanted anything, however was not spoiled & had to earn everything [He] received.” Jeff later went on to attend Chico State University to study business in hopes of one day running his own business. However, when, at the age of 21, his father, Romelo Brusati, the man behind T&B Sports and Saddle, tragically passed away. This was when Jeff stepped up to the plate and began running T&B himself. 30 something years later, after marrying Lori Brusati and raising four prosperous children, Jeff has hardly changed T&B or himself; he remains the same hard working, traditional leader he always has been. And for these reasons, in 2013, Jeff was awarded “Italian of the Year” by the Italian’s association of San Rafael. It only seemed right to thank him in such a fashion for what he has done for the community over the years and the way he has run his business. It’s a sight worth seeing to watch Jeff cook breakfast for his family. Going about everything with such calmness
and precision, he completes his morning project with a carefree attitude. He must have done this thousands of times before for it to be so delicious and with so little effort. His favorite breakfast, the scrambled egg surprise, is a mixture of eggs, potatoes and whatever else he feels like throwing in it. Typically including some sausage and a few spices of some kind. The rest of the house wakes up to the smell of perfect, hot breakfast and gathers in the living room to sit back on the couch and eat what Jeff has spent the last two hours preparing. And along with the rest of the family comes Skittles, the spunky white dog barely too big to fit in a purse, who eats her scrambled egg surprise from her own plate on the floor. After Jeff is finished, he will pick up his unlit cigar, chop off the gnarly, chewed end if needed, rest it in his mouth and be on his way to T&B, where he will repeat what he did for breakfast: run the show from behind the scenes with little more than a “Thanks Jeff” in return. Although the unspoken gratitude is always present. At T&B, a brick and mortar store if there ever was one, Jeff and his team are fighting to keep their business ahead while the internet fire rages. So far, they have3
held out and adapted whilst keeping the essence of T&B Sports alive. Although “Brick and mortar” technically “Refers to retail shops that are located in a building as opposed to an online shopping destination, doorto-door sales, kiosk or other similar site not housed within a structure ”(Brick and
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Mortar). One of the most prominent changes made was the introduction of their online store. According to AboutMoney.com, This is one of the five best ways a small business can compete in today’s environment. Another trait listed is to be the “locally connected store,” which T&B has been since
1946. Unfortunately, however, Dick’s Sporting Goods is moving in closeby, making it difficult for T&B to acquire new business. Dick’s, however, hasn’t been in San Rafael since 1946. T&B has been actively pushing to get repeat customers for 68 years, and they have gathered quite the fanbase. Something Jeff believes strongly in is keeping the store traditional, as well as his family and personal life. He doesn’t always welcome “New era” change, although he always welcomes growth. The online store was a compromise between the two. Many might argue that people must “get with the times,” if they want to stay relevant, but Jeff would say to them that there always needs to be a place that keeps it’s roots in an area, like T&B has done, and frankly, so have several other stores in the town of San Rafael. Internet pages everywhere, including is4profit.com insist that “Most small companies become bigger because they do something better or faster.” This is the case because like, for example, the case with a large, slow government, “Big companies generally don’t innovate very well.” It sure sounds like Jeff and his company take all the risks when Jonny Brusati, Jeff’s son and employee answers whether or not
Jeff is innovative with T&B with a statement about him being traditional instead. But everybody and every
majority of the day? He doesn’t do it to be cool, it’s simply what he likes and he does things his own way”
business has their own talents, and Jeff and his team just happen to be exceptionally skilled at running a more traditional style business. “One thing that Jeff has always emphasized is delivering outstanding customer service,” says Jonny. “I feel that is a huge factor as to why we have so many repeat customers, as the employees know many of the customers by name and there is a real family atmosphere at the store.” One aspect that is reflected in the store’s atmosphere and everything Jeff does is that “Jeff doesn’t give a damn about what other people think or have to say about him. How often do you see a guy walking around with a cigar in his mouth for the
(Brusati, Jonny). Jonny seemed to have no qualms about the internet or Dick’s. And so far, the internet fire has not lit Jeff’s cigar, nor will it, should he continue
to stay as strong a leader of such a respected company as he always has. The internet has been around for 40 years and still hasn’t come close to beating out Jeff. Jeff will continue to battle the internet for several years to come, as he has many other challenges posed to his business, until one day he will pass on T&B to one of his children, whomever most willing, or Ted, as he wants to keep the business in the family or as close to the family as possible. “Treat [your children] with respect & not minimize any problems you create. Spend as much time with them as you can. Contribute to what they are doing either with their work or around your home.” -Jeff
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