As you have probably already assumed, I am not an attorney, but my guess would be that he would file for small claims action in his home state, then pay to have the officers of Sporty's served in their state. If they do not show, he would win by default. Sporty's is a corporation, I am reasonably sure of that, so the officers of Sporty's would have to have an attorney represent them in court, they could not represent the corporation themselves, at least that is how it works in the Peoples Republic of California.
I doubt if they would want to go to the legal expenses to protect themselves over such a small claim. I somehow believe that once they have been served, they will probably be somewhat more inspired to try and make their customer happy. Should they not actually experience such an inspiration, I would be more than willing to bet that the small claims court judge will do what can be done to nudge them along in that direction.
-John