About Mike
Meet Mike Cosentino
Award-winning retail leader, entrepreneur, speaker, athlete and author.
Mike Cosentino has spent the last two decades leading by example — in business, on the marathon course, and in service to others. As the founder of Big Peach Running Co., creator of the first-ever mobile sporting goods store in North America, and author of It’s Not the Bricks, It’s the Mortar, Mike brings real-world experience and practical leadership insights to every stage and page he steps onto.
He’s built businesses that scale, teams that thrive, and a legacy that proves retail can be both profitable and purpose driven.
Mike at a Glance
15 stores, 200+ employees, $20M+ in annual revenue.
Created Big Peach On-Wheels — the first mobile sporting goods store in North America
Through Big Peach Outreach, he and his team are connecting gear with people in need around the world
Boston Marathon, Western States 100, Ironman Florida — 100+ marathons and ultramarathons completed around the world, with 1st place finishes from 5k to 50 miles
Featured at Nike, Sports Distributors of Canada, New Balance, CDC, Asics, and retail industry events nationwide
It’s Not the Bricks, It’s the Mortar is Mike’s second book. Check out his first book, Atlanta Running Guide.
More Than Just An Author
From Retail Rookie to Respected Leader
Before founding Big Peach Running Co., Mike Cosentino built his foundation at the Atlanta Braves and The Coca-Cola Company. But it was in 2004 that he took the leap — launching what would become Georgia’s largest specialty fitness retailer. Today, Big Peach Running Co. has 15 locations, over 200 employees, and is known as one of the top specialty retailers in North America.
Mike didn’t stop there. In 2018, he rolled out Big Peach On-Wheels — North America’s first mobile sporting goods store — bringing retail expertise and community engagement directly to doorsteps, schools, and corporate campuses.
Throughout his journey, Mike’s guiding principle has remained the same: build systems, empower people and lead with purpose. His passion for serving others, working together, and continuous improvement fuels every project he touches — whether it’s coaching managers, mentoring buyers, or developing operational playbooks that scale.
“You don’t build a business so you can work less — you build it so it can keep working when you can’t.”
The Purpose Behind The Book
Why I Wrote It’s Not the BRICKS, It’s the MORTAR
This book was born out of two defining moments in my life — both involving family crisis and both revealing the true strength (or weakness) of a business’s foundation.
The first came with the birth of my daughter, through an immediate and life-threatening medical emergency. Despite the urgency at home, I couldn’t step away — my young business depended entirely – – and too much – – on me.
Years later, my son suffered a near-fatal accident… I was anguished and distressed. But with my occupational responsibilities, everything had changed. As I stepped away, my businesses operated independently. My team made critical decisions. Our longstanding systems effectively continued, and growth transpired.
The difference? With intention, my organization was built on measurable improvements in the most crucial areas of a retail business – – and there was near-constant leadership distribution. I referred to this orchestration as Uninvolved Optimization — and it is now a concept core to this book.
It’s Not the Bricks, It’s the Mortar captures the tenets of this transformation, offering a clear framework for leaders to pursue organizational potential without an all-too constraining personal reliance.
Recommendations
People Who Have Worked With Mike
