I live in a major city. There's a Dick's almost within walking distance of my house. It's also within walking distance of a pair of subway stops, and shares a multi-story parking garage with a Target and some mid-tier furniture and clothing stores. It's 3 stories and has escalators internal to it. They sell a HECK of a lot more exercise gear than gun stuff. More baseball/softball stuff than gun stuff. More golf stuff than gun stuff (although, like gun stuff, you're a pretty casual golfer if you're buying your gear at Dick's). I bet they sell $1000 worth of yoga pants and sports bras and gym shorts for every $1 of actual firearms they sell. If the customer base(s) for the former are holding the latter against them, bailing on some or all of the gun stuff is perfectly rational, at least for that (urban) location.
What may prove a miscalculation is going beyond not selling stuff themselves and becoming an active participant in the culture war fight over whether the government should ban various common items. That seems stupid to me. But I'm not a CEO.
