BCA Insider Summer Sport Edition 2024

OPENING LETTER

EDITORIAL

EDITOR-IN-CHIEF

Keith Loria

billiardskeith@gmail.com

CONTRIBUTING WRITERS

Charles S. Donnavan

Skip Maloney

Anthony Stoeckert

Alan Pearce

Warren Webber

ADVERTISING

Steve Mathias

steve@bca-pool.com (303) 243-5070 x124

DESIGN/LAYOUT

ART DIRECTOR

Julie Snee julie.snee@gmail.com

BCA Board of Directors

CHAIRMAN

Philippe Singer, The Predator Group

VICE-CHAIRMAN

Shane Bouchard, Maine Home Recreation

SECRETARY

Ed Liddawi, Sandcastle Billiards

TREASURER

Trey Stites, Champion Shuffleboard

BOARD MEMBERS

Jacklyn Ady, The Brunswick Billiard Group

Debbie Corvey, Boynton Billiards

Maria Martinez-Trent, Beyer & Brown/ Pool Tables Plus

Robbie Selby, R and R Outdoors

Now that 2024 BCA Expo is done and dusted, I can sit back and reflect on what a remarkable trade show and annual industry celebration we experienced this past March. The post-survey reviews were overwhelmingly positive. More than 75% of those surveyed said they were already looking forward to the 2025 Expo, and over 85% said the Denim and Diamonds BCA party was the best party the BCA ever organized.

Our job is never done, and we’re using all the momentum from this year to motivate us and make next year’s annual industry celebration even better. So, for a little inspiration and a new perspective on what billiard expos can be, I traveled 33 hours one way to Guangzhou, China for the 18th annual GBE Expo. It was exhausting and jaw dropping but was also both educational and inspirational. I’m excited to see how that inspiration will impact the 2025 BCA Expo.

In this summer sports edition of the BCA Insider we take a closer look at the sports side of the industry, exploring the dynamic intersection between professional cue sports and the business of billiards. We profile Canadian champion John Morra and his perseverance during a grueling shoulder injury. We explore the topic of why cue sports should be in the Olympics. We follow the growth and surge in popularity and success for one of our newest members, Billiard TV. And we put a spotlight on a multiple award-winning screenplay that features BCA Hall of Famer Cisero Murphy.

This edition is not solely about cue sports.We do realize that this is typically the slower season for billiard and home leisure business, so we also go in-depth and look at how to improve summer sales. From savvy marketing strategies to innovative customer engagement initiatives, we provide expert advice to all BCA member businesses.

SHANE TYREE, BCA CEO

P.S. – I’d also like to take a moment and congratulate the 2024 class of the BCA Hall of Fame: a generational player and one of America’s best ever, “The South Dakota Kid” Shane Van Boening; a true industry influencer, Mark Griffin; and the publisher of the industry’s leading magazine for over 40 years, Mike Panozzo. Congratulations to all of you! But to Mr. Mike Panozzo, the next round is still on you ��

HOW TO BOOST Summer Sales

By Warren Webber

In the retail world, a great deal of focus is placed on the holidays – every year, the media is filled with stories about the Christmas retail season and its impact on the economy, along with countless ideas for the gift-giving season. But as any retailer knows, owning a store is a year-round job, and pretty much 24/7.

Summer, on the other hand, is often perceived as a slow time of the year; it’s when people take vacations, go to the beach, and spend their weekend at barbecues. But that doesn’t mean the days between Memorial Day and Labor Day can’t be robust selling days. Summer is actually an ideal time to play pool, foosball, air hockey, and other games that home recreation retailers sell. Kids are off from school, so they have plenty of free time, and not every minute of the summer is spent away from home. People have swimming pools, game rooms, and home theaters in part because they are sources for all sorts of summer fun.

“Summer represents a valuable opportunity for retailers,” says retail sales expert Oleg Segal, CEO and founder of DealA. “As people have more leisure time, they look forward to enhancing their home recreation spaces. Retailers who overlook the potential of the summer season risk missing sales opportunities.”

Pavel Naydenov, who heads marketing at Businessmap, confirms that summer can be a robust time for sales.

“In fact, for billiard and home recreation retailers, it becomes even more crucial since customers seek enjoyable pastime activities to make the most of their leisure time,” he says.

So if you haven’t already started working on a strategy to boost your store’s sales during the hot months of the year, it’s time to do so. And here are some steps you can take that just might encourage customers to spend some of their summer fun playing a table game purchased from your place of business.

SUMMER SOCIALS

Social media doesn’t have a busy season, it’s something that is with us all year long, and if you want to catch someone’s attention, an interesting and active campaign on your social media platforms is a great start.

“To improve summer sales, billiard and home recreation retailers can tap into digital platforms,” says Gabriel Shaoolian, CEO and founder of Digital Silk. “Social media channels can be utilized to draw new customers by showcasing products, hosting interactive content like virtual tournaments, or offering tutorials for home setup and maintenance of billiards equipment.”

He adds that while traditional advertising channels such as, newspapers, radio, and television, can still be effective, a targeted approach through SEO (Search Engine Optimization) and local digital marketing is more cost-effective.

“This could include geo-targeted ads, local SEO optimization, and listings on popular local directories,” Shaoolian says.

Gabriel Lukov, head of inbound growth for Businessmap, describes summer as an “untapped gold mine” for billiard and home recreation retailers, and says social media should be a big part of any summer marketing strategy.

“Retailers can build an engaging digital community using instructional videos, user-generated content or influencers’ endorsements on platforms like Instagram or TikTok,” Lukov says. “They can also consider partnering with brands that cater to a similar target group to share their customer base.”

Naydenov says social media can be an especially powerful tool when a business is trying to reach a wider audience.

“ SOCIAL MEDIA DOESN’T HAVE A BUSY SEASON."

“Engaging content like tutorial videos or summer fun-themed challenges featuring the retailers’ products can enhance their online presence,” he says. “Likewise, partnering with influencers can result in an increase in footfall or digital traffic.”

Another important step is to create content that your social media followers will engage in.

“Social media can be leveraged effectively by running interactive content like contests or Q&A sessions,” Segal says, suggesting the idea to ask people to share a “best trick-shot” video, which can generate engagement and visibility.

As important as social media is, Lukov notes that your marketing campaign should include more than those platforms.

“While digital marketing has gained dominance in recent years, I’ve found that localized radio spots, newspaper inserts, and TV ads can still generate significant footfalls when they showcase exclusive offers or in-store events,” he says.

LOYALTY IS ITS OWN REWARD

You know all those new customers who came to your store to buy a pool table, a cue, or a new set of balls during the holiday shopping season? Hopefully, you’re still in touch with them and sending them email blasts that let them know about the sales you’re holding and the exciting new products that are on your store’s shelves.

“For new customers, it’s important to establish a solid customer relationship management process,” Naydenov says. “Personalized newsletters featuring new arrivals, customer loyalty programs or discount coupons can keep them coming back to your store.”

And summer is a terrific time to reach out to those customers. Consumers from November and December may be in the market for some kind of accessory or, better yet, maybe they have been having so much fun with their pool table that they’re now interested in buying a foosball, shuffleboard, ping-pong, air hockey, or video game from your store.

“Establishing customer loyalty is paramount. Offering incentives or loyalty programs helps in retaining customers and incentivizing them for recurring purchases,” Shaoolian says. “Flash sales can work wonders if done correctly. Retailers can use email marketing to send personalized alerts about upcoming flash sales, thus driving urgency and increasing foot traffic.”

Segal suggests summer-specific deals and packages.

“For example, bundle a pool table with a complementary set of cues or accessories at a discounted rate,” he says.

Additionally, he notes that loyalty programs not only boost sales, but can also lead to ongoing relationships with customers.

“Offering incentives or points on each purchase that can be redeemed later compels customers to revisit,” he says.

BACK IN A FLASH

Flash sales are often an effective way to get people to make the decision to make a purchase, especially if the product in question is something they’ve been considering buying for a while. The idea of a one-shot great price is enticing and a way to take advantage of what is known as FOMO–fear of missing out.

“Flash sales are a good idea, provided they are promoted well in advance,” Segal says. “This builds anticipation and increases traffic, both online and offline.”

Naydenov also says that flash sales can draw customers, but they have to be marketed effectively.

“Promoting it in advance via email marketing, social media channels, or through in-store posters can maximize its efficacy,” he says. “Effective marketing is about experimentation and

data-driven decision-making–so try different strategies, track their effectiveness, and continuously refine your approach.”

Lukov says that well-executed flash sales can result in big sales boosts.

“By ensuring diverse and appealing products, cueing customers into upcoming sales via newsletters or SMS, and creating an urgency with a countdown clock, businesses can maximize the effectiveness of flash sales,” he says. (FYI: SMS, or short message service, essentially means promoting through texts.)

And if you want to create customer loyalty and trust, make sure you don’t forget a tried-and-true idea that has helped business succeed for as long as businesses have been around.

“Don’t overlook the power of excellent customer service,” Segal says. “It sets retailers apart in a crowded market and fosters customer loyalty.”

THE MAIN EVENT

Summer is a time of year when people like to get out and do things, thanks to the warm weather and the fact that it is light outside well into the evening.

So why not give people something to do that will get them into your store?

“Organizing events with professional players or experts will not only stimulate customer interest but will also create a community around your store,” Naydenov says. “Similarly, themed town-wide events add an element of fun and can enhance customer engagement greatly.”

Find a professional player in the area who can spend some time in your store, giving people quick lessons or showing off some fancy moves. They can also sign autographs and take selfies with fans. Another idea is to get an expert from a com-

pany that makes tables or accessories to talk about their products and answer questions from customers. Or host a special Independence Day celebration (not necessarily on the Fourth of July) with a patriotic theme, maybe even grill some hot dogs to give away in your store’s parking lot.

Another great way to promote your store, and other businesses in your area, is a community-wide event. Get together with other entrepreneurs in your town for a chocolate walk, where every business has some sort of chocolate treat available in their store, and each store can have promotions and giveaways. Making the town or city where your store is located a destination in and of itself will certainly help bring more people into your place of business.

“Special events like hosting a professional player for demonstrations or teaming up with local businesses for a town-wide promotional event can certainly boost recognition and sales.”

Shaoolian says. “It’s about creating memorable experiences that solidify the retailer’s place in the community.”

Lukov adds that collaboration with other businesses in your neighborhood can also result in other benefits.

“Teaming up with local businesses for a community event not only increases visibility but can also foster a neighborhood camaraderie,” he says. “Retailers can capitalize on summer festivities or sports events, offering themed promotions or joint giveaways.”

Lukov also sings the praises of in-store events, noting that pros, experts, workshops, and competitions can be big draws. He also suggests a way to use technology to share your event with an audience beyond your store’s walls.

“To amplify the reach, retailers can livestream the event on social media or ensure ample local press coverage,” he says.

SET A SUMMER SCENE

The holiday season sees the world decorated with Christmas trees, Santa Claus, reindeer, and lots and lots of lights – so why not get in the spirit of summer with some decorations? Set a summer mood with pictures that illustrate summer fun – swimming pools, beaches, ice cream, etc. Give your store a patriotic look on Memorial Day and Fourth of July. Put together a summer playlist on Spotify and play that music in your store.

And don’t forget your website. If you still have a wintry theme on your home page, be sure to change it to something that fits the season. It’s a small step, but one that will send the message that you and your store are ready to serve your customers’ needs during this beloved season.

“Summer sales can be enhanced through a combination of digital outreach, community engagement, customer retention strategies, and innovative sales tactics,” Lukov says. “The key is to be agile, innovative, and deeply attuned to customers’ needs.”

And that’s good advice to follow all year long.

The BCA Billiard & Home Leisure Expo 2024:

A TRIUMPHANT INDUSTRY REUNION

By BCA Expo Staff

The 2024 BCA Billiard & Home Leisure Expo, co-located with the Amusement Expo International (AEI), concluded with resounding success at the Las Vegas Convention Center on March 20 and 21. This year’s event marked a signifi-

cant milestone as the first singular industry trade show since the pandemic, bringing together a vibrant mix of exhibitors, buyers, and industry professionals under one roof.

A UNIFIED INDUSTRY CELEBRATION

The excitement was palpable as the BCA Expo committee chair, Jacklyn Ady, expressed, “The BCA Expo is back and better than ever, building bridges and driving business.”

As always, the EXPO featured all the best brands under one roof with amazing events taking place throughout the week of the tradeshow, including informative installer education sessions, great giveaways, and an amazing industry party.

This enthusiastic atmosphere was mirrored by the surge in buyer attendance, which saw a remarkable increase of 64 percent from last year.

A SYNERGISTIC PARTNERSHIP WITH AEI

The partnership with AEI once again proved to be a strategic move, injecting new energy and exposure into the BCA Expo.

“AEI is a great partner,” says Shane Tyree, CEO of the BCA. “They bring a lot of experience and enthusiasm to the trade show floor. The synergy between the two groups is exciting, and I am confident that it will continue to help the BCA grow for many years to come.”

This collaboration not only expanded the Expo’s reach but also introduced exhibitors to a broader demographic of buyers.

LAS VEGAS: THE PERFECT BACKDROP

Las Vegas, known for its unparalleled ability to host largescale events, provided an ideal setting for this year’s Expo.

“Las Vegas is the mecca for B2B trade shows,” Tyree says. “It’s just simply designed to host, attract, and accommodate the influx of professionals from around the globe. The BCA Expo has always had better attendance when we’ve been in Las Vegas, and now that we’re back on the Strip, it provides that much more appeal for the attendees and exhibitors.”

SUCCESSFUL SEMINARS AND INDUSTRY

ENGAGEMENT

This year also marked the return of seminars, which focused on table installers and mechanics.

“This was the first year we’ve brought back the seminars, and we really had them focused on table installers and mechanics,” Tyree says. “They were well attended, and I believe everyone that took part walked away with some useful information that they could take back with them to their stores.”

The positive reception to these educational sessions has set a promising precedent for expanding the seminar offerings in future expos.

As the 2024 BCA Billiard & Home Leisure Expo wrapped up, the sentiment of industry veteran Roger Blank rings true: “This industry needs all players under one roof and at the right time of the year. Both of those have come to fruition.”

LOOKING AHEAD

The BCA Expo’s success this year has set the stage for continued growth and collaboration.

“This industry is so much stronger when we’re all working together,” Tyree says. “We need to stay focused, keep everyone under one roof, and really learn to celebrate as an industry.”

Plans are already underway for the next Expo, which will be co-located with AEI once again at the Las Vegas Convention Center from March 18 to 20, 2025. An educational day is scheduled for March 18, followed by the Expo on March 19 and 20.

The event has indeed reunited and reinvigorated the industry, setting a positive trajectory for the future. With the enthusiastic participation and collaborative spirit seen this year, the BCA Expo promises even greater success in the years to come.

Selling the Health Benefits of PLAYING POOL

By Anthony Stoeckert

People are always on the lookout for ways to improve their health and feel better, and your billiard and home recreation store just may have what these folks are looking for.While playing pool, air hockey, or foosball may not be vigorous cardiovascular exercises that burn tons of calories, they do offer an array of health benefits that a lot of people may be unaware of.

“When it comes to activities that make a person whole and healthy, the overlooked world of billiards and table games is a treasure,” says Brooke Keels, chief clinical officer at Lighthouse Recovery, in Dallas, Texas. “Rarely acknowledged for their physicality, these games are more than just fun – they represent an active form of entertainment.”

Pool and other games encourage people to get moving and do something that provides some light physical activity, and they can be a benefit to mental health because they are a respite from our busy lives and offer families something fun they can do together.

“Although playing pool may not raise your heart rate to aerobic levels, it’s an excellent, low-impact activity,” says Dr. Zev Schulhof, DMD, MD, of Iconic Implants. “Walking around the table and bending to take shots is still far superior to games/hobbies that involve just sitting down. Billiards can also be a great stress reliever due to the high level of concentration it requires. Reducing your stress levels can greatly improve your mental and physical health. Additionally, billiards can serve as a positive form of socialization, helping people build a group of friends and acquaintances based on a shared interest.”

All of this presents a great opportunity for retailers. Promoting all the ways the games in your store can contribute to a healthy lifestyle is a terrific way to boost sales. These benefits can either be the focus of an advertising or social media campaign, or as a selling point that leads to a customer making a purchase.

LET’S GET PHYSICAL

We all know those people who seem to spend all of their free time jogging, going to the gym, and running 5Ks on weekends, but not everyone has the time or motivation for that kind of lifestyle. And for people who aren’t fans of exercising, playing pool can be a fun way to get moving.

“Standing up, reaching across the table, using the arms and core to play all involve gentle exercise that can be good for you,” Keels says. “It also promotes a more active lifestyle in those who tend towards less physically strenuous pursuits; simply staying on one’s feet and moving around slowly but steadily can do wonders for cardio health and blood flow without requiring intense workouts.”

George Yang, a certified health education specialist and the founder of Yanre Fitness and OxygenArk, points out another advantage of playing pool – it’s enjoyable. That may seem obvious, but it can be extremely helpful to people who aren’t motivated to go to the gym, or to exercise for the sake of exercising.

“Table games like pool and others may make healthy living more fun,”Yang says. “Participant blood flow and muscle tone improve with standing and minor activities like stretching and bending. Yanre Fitness has demonstrated that modest exercise may assist inactive people to stay healthy.”

He adds that table games do involve a steady flow of movement, and though they may not have the impact of table sports, it’s much better than doing nothing.

“In today’s sedentary lifestyle, prolonged sitting is harmful,” he says. “Participants in our wellness program who played table games reported greater joint mobility and reduced back stiffness despite minimal activity.”

Marc Massad of Velocity Paddle is a certified pickleball trainer and an advocate for sports and fitness. He says billiards and similar games offer health benefits people may not realize.

“Incorporating table games into one’s daily routine contributes to a healthier lifestyle by encouraging low-impact cardiovascular engagement, improving hand-eye coordination, and refining fine motor skills,” Massad says. “Physically, the act of standing and lightly moving around while playing these games benefits postural muscles and promotes overall mobility.”

He adds that they are an “excellent stepping home” for people who want to be more active.

“They are low pressure, fun, and allow for gradual increases in movement,” Massad says.

GOOD MENTAL HEALTH

In recent years, our nation has been paying more attention to mental health. Phrases like “life-work balance” are becoming more prominent at companies and organizations compared to a few years ago, when working around the clock was seen as noble. And ever since the COVID-19 pandemic, sucking it up and going to work when you’re sick is more likely to get a person dirty looks from their colleagues instead of admiration.

This trend provides an outstanding selling point for billiard and home recreation retailers because, as it turns out, these games can be excellent for mental health. It would seem as if the industry is meeting the moment.

“In my professional experience as a mental health counselor, incorporating pool or other similar activities into one’s routine can provide significant relief from stress at work or in personal life–it acts as mindfulness through concentration that clears minds by relaxing them too,” Keels says.

Yang notes that table games can boost mental health by relieving the stress that comes with work and other aspects of life.

“Participating in recreational table games such as pool or foosball at Yanre Fitness has proven to calm the mind effectively,” he says. “For instance, regular players have reported a reduction in their stress levels, typically decreasing their stress scores from 8 to 6 on a 10-point scale, where 10 represents the highest level of stress.”

valry and collaboration promote communication and connection. Our family health initiatives have been demonstrated to strengthen family bonds.”

Keels says that playing table games promotes family bonding and real conversations and connections, the kind of which just cannot be accomplished through texting. Sharing tips, commenting on the games, and good-natured banter, will likely come naturally during a family game night. And that can lead to more meaningful conversations.

“INCORPORATING POOL … INTO ONE’S ROUTINE CAN PROVIDE SIGNIFICANT

RELIEF FROM STRESS AT WORK OR IN PERSONAL LIFE.”

Massad adds that table games provide cognitive stimulation and stress relief.

“Figuring out angles in billiards or strategizing in foosball keeps the mind sharp,” he says. “It also takes participants away from work stress and into a more relaxed and playful state of mind.”

Yang also emphasizes the importance of forming bonds and socializing with friends and family.

“These events may strengthen a person’s social network, which is crucial for mental wellness,” he says.

THE REAL FRIENDS AND FAMILY PLAN

The idea of family members in the same house, maybe even the same room, each staring at their own phone or tablet, is a comical stereotype, but it’s one that is rooted in truth. How many times have you been in a restaurant and seen the people at their table – children and adults – looking at a device? The games in your store can give families something to do together, and that’s a great selling point.

“Due to their fun and engaging character, these games are great screen-free alternatives,” Yang says. “Lighthearted ri-

“It’s a safe space where families can engage in healthy competition while practicing communication skills they might not otherwise exercise all year round,” she says. “Nor should we overlook the social aspect: playing pool or foosball with friends fosters camaraderie among peers, which may foster feelings of belonging within communities both largescale and small-town alike.”

Furthermore, playing such games helps children develop better hand-eye coordination along with focus capabilities, thereby enabling them to interact better offline given today’s digitally saturated lifestyle where these benefits become essential.

Table games also create quality family time, and often lead to increased communication and teamwork.

“The absence of screens encourages conscientiousness about each other’s presence, enhancing interpersonal relations,” Massad says. “Socially, these games create a convivial, relaxed atmosphere where bonding can occur effortlessly without the usual pressures of formal gatherings.”

FOR THE CHILDREN

There are few more effective ways to encourage someone to buy something than to point out to them how it can benefit their children. Parents want to do right by their kids, to make them happy and to give them advantages in life. And it turns out that pool and similar games are great for kids.

“Children can benefit immensely from playing such games by enhancing their hand-eye coordination, focus, learning healthy competition, and developing social skills,” Massad says. “It pulls them away from electronic devices and promotes actual face-to-face interaction.

Yang adds that table games teach children cooperation and sportsmanship and can improve hand-eye coordination, attentiveness, and social skills.

“Screen duration should be reduced,” he says. “In our programs at Yanre Fitness, children who regularly engage in table games have demonstrated a notable increase in coordination and attentiveness, improving these skills from an average rating of 3 to nearly 4 on a standardized 5-point scale. Table games are a fun and easy approach to increase physical exercise, mental health, family relationships, and social contacts. These games improve health and lifestyle while entertaining.”

PROMOTING HEALTH BENEFITS

Now that you know all about the ways playing pool and other games can be an important part of a healthier lifestyle, it’s time to figure out how all this information can lead to sales.

Of course, social media is an important tool in spreading the word. Sharing fun, quick videos of people moving around, talking in between shots, or lining up a shot will illustrate some of the benefits of playing pool. A fun idea for a video could start with someone who looks sad and tired. Then show them playing some pool, and after they’re all smiles and

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feeling terrific. There are endless ideas that could get your store some attention on TikTok or Instagram. Even if you aren’t a video wiz, you can still spread the word on social media by posting articles about the benefits of playing pool on Facebook and X (formerly Twitter).

Another idea is to host an in-store event with a local doctor or health expert who could talk about all the ways the games you sell can contribute to a healthy lifestyle. After the talk, you can invite people to play on your tables, to give them an idea of how much fun they are.

Next, you should add the idea of physical and mental health to your sales pitch. As potential customers are looking over your games and asking questions, be sure to tell them that playing pool provides better physical exercise than people may realize. Also be sure to point out the mental health benefits of table games and how they promote family time. Remember, lots of parents are looking for ways to get their kids to cut down on their screen time.

Ever since the pandemic, the world has raised its awareness of the importance of both physical and mental health. Lots of people are looking to get moving, take a break, and spend quality time with their loved ones. Pool, foosball, shuffleboard, darts, air hockey and other games are absolutely perfect for all of this, and that has created an opportunity for some very healthy sales for home recreation retailers.

Maching oden Folding Chais

Why Billiards Should be an OLYMPIC SPORT

By Keith Loria

The 2024 Summer Olympics are set to take place in Paris, France, from July 26 to Aug. 11, with 32 sports represented with various disciplines within each sport. Among them are archery, break dancing, surfing, golf and table tennis.

One sport not included is billiards. But why?

Many cue sport athletes, enthusiasts and those working in the industry believe this is an oversight and are trying to change that in the future.

The World Confederation of Billiards Sports (WCBS) is working to demonstrate the value of billiard sports to the International Olympic Committee (IOC) in the hopes of including cue sports in the 2032 Olympic Games in Brisbane, Australia.

Barry Jenner, president of Cue Sports Australia and a member of the WCBS board, is spearheading the efforts by presenting the case to the Australian Olympic Committee and the Brisbane Organizing Committee of the Olympic Games.

“I believe billiard sports epitomize the Olympic spirit – there are 195 countries and territories recognized by the IOC, and billiard sports, in some form or another, are played in every one of them,” Jenner says. “I estimate that around 6 percent of the world’s population participate in billiard sports – that’s over 468 million people.”

Moreover, billiard sports have robust youth programs and offer inclusivity and accessibility, making it an attractive Olympic candidate. The sport is not dependent on physical prowess, enabling athletes of various ages, genders, and abilities to compete on equal footing. This inclusivity promotes a spirit of diversity and equality, key principles of the Olympic movement.

“As a sport, it is accessible to all, without any form of discrimination, such as race, color, sex, sexual orientation, language, religion, political or other opinion, national or social origin, property, birth, or other status,” Jenner says. “The games are highly skillful and align with the Olympic values. They reward effort, promote strong educational values through rules and etiquette, and are socially responsible.”

MAKING ITS CASE

Cue sports combine precision, skill, and strategy and its rich history, global appeal, and growing competitive landscape make it a prime candidate for Olympic inclusion.

After all, billiard sports are already included in a number of international multi-sport events, such as 10-Ball Pool, Heyball Pool, Snooker and Carom all being featured in the World Games in Chengdu, China in July 2025.

“We hope to be accepted in both the Olympic Games and the Paralympic Games,” Jenner says. “Commercially, there is a massive audience. It is a sport in which the youth can and do excel. As it is played indoors and in controlled playing conditions – such as timed competitions – it can be easily scheduled in and around other events. There is a broad following worldwide and the sport is practiced by men and women across many different countries and continents.”

Billiards has deep historical roots, tracing back to the 15th century. Over the centuries, the sport has evolved and diversified, resulting in various disciplines such as pool, snooker, and carom billiards. This variety provides a broad appeal, engaging athletes and fans from around the world in a game that demands technical mastery and mental acuity.

International tournaments, including the World 8-Ball, 9-Ball, and 10-Ball Championships and World Snooker Championships, attract top talent and enthusiastic spectators. The sport’s international appeal and competitive landscape align with the Olympic vision of uniting the world through sports.

Moreover, billiards is well-suited for television and digital streaming, making it an excellent addition for broadcasting and engaging audiences worldwide. The sport’s captivating play, marked by high-stakes matches and intricate strategies,

provides an exciting viewing experience that could attract new fans to the Olympics.

“The sport attracts and engages younger audiences, contributing to the regeneration and relevance of the Games and would help maintain the Olympics’ status as a premier sporting event,” Jenner says. “The sport will generate significant interest from broadcasters and sponsors and thus contribute to the financial sustainability of the Games. It is played in formats that are suitable for television and appealing to a broad audience.”

English professional pool and snooker champion Kelly Fisher believes that cue sports should 100 percent be included in future Olympic Games.

“Without a doubt, the skill, dedication, training and everything that comes with it makes it a perfect sport for the Olympics,” she says. “I see a lot of other Olympic sports that in my opinion don’t require the same level of mental toughness and talent. Billiards is a world-wide sport being played and I feel it’s unfair that it’s not recognized the same way as some other sports are. I think that’s a shame.”

Jorgen Sandman, emeritus president of the WCBS and general secretary of the World Pool Association, was heavily instrumental in having the WCBS recognized by the IOC as an International Federation and was heavily involved in Olympic bids that occurred in the late 1990s and early 2000s. He believes getting billiards into the Olympics is a no-brainer.

“The popularity of a sport can be measured in how many people there are out there that can identify with it,” he says. “Bearing in mind that you will be able to find billiard tables absolutely everywhere in our society, including schools, youth centers, universities, pubs, bars, hotels, workplaces, social clubs, athletic clubs, bowling clubs, institutes, the military services and whatever other place you will find with enough space, we do have a good start.”

POSSIBLE FORMAT

When the day comes, Sandman believes the WCBS will be offered one medal, which is to be understood as one discipline, but divided into men and women.

“This leaves us with only two options – either a combined team effort including all three main line divisions, or the one Carom, Pool or Snooker discipline,” he says. “It will also be the IOC that will decide on how many athletes can participate, the number of days that will be at our disposal for running the event, and the design of the venue. This in turn will tell us what we will be able to do in order to present our sport in the best possible light.”

The IOC is trying its absolute best to make sure that whatever venues are being used for the Olympic Games are going to be needed and in use a long time after all the exciting moments have stopped and the limelight has moved on to another spot.

“Billiards will be able to make use of just about any already existing venue,” Sandman says. “It will be very important that enough countries around the world have reason to believe that there will be an athlete that possibly can win a medal.”

WHAT’S NEXT

The IOC Session decides the program of an Olympic Games seven years prior to any particular Games.

The WCBS may make an application to the IOC Programme Commission in late 2024 or early 2025. If it does, then the IOC PC makes an evaluation and recommendation to the IOC Executive Board (IOC EB).

“If we are approved by the IOC EB, the recommendation is then submitted by the IOC EB for decision by a general meeting of the members of the IOC (approx. 115), known as the IOC Session, to be held in 2025 at some time before July 2025,” Jenner says. “A two-thirds majority of votes cast is required to be included.

If no application is made or if the application is made but is not successful, then the WCBS can apply to be a “demon-

stration sport” to be proposed by the Brisbane Organizing Committee (BOCOG) to the IOC. This is decided upon by the IOC not later than three years prior to the opening of the 2032 Olympic Games.

The BOCOG will look to open up consideration of this process in late 2025 or early 2026 once it knows the outcome of the IOC Session.

“We have been fairly close on two occasions in the past, and I am sure that we again will be close very soon,” Sandman says. “This time around, we will have to build on the momentum instead of just simply waiting for what in our eyes will appear to be a good opportunity. I do not believe that we have to fear those against but rather embrace all of the ones in favor and make sure that they all will be reassured in their support for our inclusion.”

What is being done to promote Billiards as an Olympic sport and gain support from international sports organizations and the IOC?

Sandman feels there’s still a lot more to do to build the case with a clearer plan than previous efforts.

“We need to focus on involving more countries, entering into more Multi Sport Events and inviting leading IOC and NOC individuals to our major events around the world,” he says. “We must also continue to work on our visibility on all existing platforms and at all times.”

Fisher says that incorporating billiards into the Olympics would not only elevate the sport’s profile but also showcase the skills and talents of athletes on a global stage.

“It would offer an opportunity for players to compete for their countries and bring home the prestige of an Olympic medal,” she says.

With its rich history, international appeal, inclusivity, and entertainment value, billiards deserves serious consideration for inclusion in the next Olympic Games.

JOHN MORRA: Canada’s Billiards Phenom Redefining the Game

John Morra’s story is one of persistence, passion, and remarkable skill. Born and raised in Toronto, Canada, Morra began his journey into the world of billiards at a young age. His father, an avid pool player, introduced him to the game at the age of 7. It wasn’t long before young John showed a natural talent for the sport, quickly mastering the fundamentals and developing a deep love for the game.

By Charles S. Donnavan

“Both of my parents played professionally, and I always went to the pool halls with them when they were playing in tournaments, supporting them,” Morra says. “So, I was around a lot of really good players at an early age.”

As a teenager, Morra competed in local tournaments and quickly made a name for himself as a rising star in the Canadian pool scene.

“There was a big snooker scene here in Canada in the ’80s, and by the time I hit the scene in the ’90s, snooker was dying, but there were a lot of players around and they were all starting to convert to pool,” he says. “There were a lot of great players, but they were just retired snooker players, but it drove billiards forward.”

Morra’s dedication and commitment to the sport were unwavering, and he spent countless hours honing his skills at his local pool hall. He soon began to attract attention beyond Canada, as his impressive performances caught the eye of international pool enthusiasts.

“I grew into the game,” he says. “I just loved watching the game and learning, and when I picked up a cue, I just had the natural talent. I was running full tables by 10 and I just fell in love with the game.”

NOTABLE ACHIEVEMENTS

As he was getting more serious about this, his parents encouraged him, but never pushed him towards a career in the sport.

“They just loved that I loved the game,”

provided him with the opportunity to compete in larger, international events, where he continued to make waves with his exceptional shot-making and strategic play.

“There was definitely some pride about winning the championship, but I kind of expected it,” he says. “Skill-wise, I was already up there with the best in Canada. But I knew it was the bigger tournaments in the U.S. that were tougher to win.”

In 2008, Morra made his debut in the prestigious Mosconi Cup, representing Team Canada. Although Canada faced tough competition from some of the world’s top players, Morra’s performance was a standout. His calm demeanor and sharp focus under pressure earned him accolades from teammates and opponents alike.

Morra’s success continued to grow in

at the age of 22 defeated defending champion Shane Van Boening in the final. “That’s up there at the very top of achievements. I was very happy to win that one.”

He’s battled Van Boening for a dozen years, and Morra feels the competition brings the best out of his pool game.

“We’ve had a lot of battles over the years,” he says.

Over the next decade, Morra’s career soared to new heights. He secured numerous titles in major international tournaments, including the Turning Stone Classic, where he defeated some of the world’s best players. His achievements earned him a place among the elite ranks of professional pool players, and he became a household name in the pool community.

He’s represented Canada at the World

BECOMING A SOUTHPAW

In 2018, Morra switched from playing right-handed to left-handed due to a shoulder injury. However, he still breaks with a right-handed stroke, as he is unable to generate the required amount of power breaking left-handed.

“I had muscle pain in my trapezius muscle,” he says. “I just got an MRI and I have tissue between by C5 and C6 vertebrae in my neck which is degenerative. Over time, they will get herniated my chiropractor told me.”

He recently got stem-cell therapy with the hopes it will rebuild tissue in the vertebrae, so he feels positive about that.

Thankfully, when he was 17, the now 35-year-old started practicing with his left hand, just so he could reach shots he couldn’t reach with his right.

“It was a challenge to see how good I could become with my left hand,” he says.

When his injury first happened, he quit playing for a bit and started deejaying.

“I really love house music and Toronto had a good scene for that,” he says. “I wanted to make a career out of that but I was starting from scratch in a whole new world. I had never worked a real job in my life. I was playing pool and traveling the world, and now here was

this scary thing where I needed to do something else as a career, so I tried to do something else I loved.”

He found it such an uphill battle, noting he couldn’t make money right away, so he started teaching pool lessons, and he played a lot left handed, and that’s how he improved so quickly and made it back to the tournament scene.

“Everyone thinks I’m ambidextrous but I’m not; I completely developed my stroke and form from scratch,” Morra says. “I was just as helpless as any pool player is with their opposite hand. It’s hard for people to believe that because I was able to get to a top level in a short time, but I work hard and am obsessed with getting better.”

A RESPECTED CAREER

In addition to his success on the tournament circuit, Morra has also made significant contributions to the sport as a commentator and instructor. His insightful analysis and engaging commentary have helped to elevate the game for viewers around the world. He has also shared his knowledge and expertise with aspiring players through clinics and coaching sessions, inspiring the next generation of billiards stars.

Morra’s sponsors include Predator, CB Prime Distribution, the Winning Stroke, and Healthcare Consulting Solutions.

Throughout his career, Morra has remained grounded and grateful for the opportunities he has been given. He credits his family and friends for their unwavering support and acknowledges the role they have played in his success. His humility and sportsmanship have endeared him to fans and fellow players alike.

Still, Morra’s journey has not been without its challenges. Like any professional athlete, he has faced moments of doubt and adversity. Injuries and setbacks have tested his resolve, but Morra’s resilience and dedication have always seen him through. He continues to train diligently and push himself to new limits, constantly striving for excellence.

As Morra continues to compete at the highest level, he remains focused on his goals and committed to his craft.

Morra’s story is far from over, and he remains a dominant force in the world of professional billiards. His achievements and contributions to the sport have solidified his legacy as one of Canada’s greatest pool players. As he continues to chase new titles and strive for excellence, there is no doubt that John Morra’s name will be remembered for generations to come.

“I still want to win that world title and be the world champion,” he says. “For the next 10 years, I really have my sights set on that and I don’t see any reason I can’t accomplish that goal.”

ONE-ON-ONE

New Screenplay Honors African-American Trailblazer Cisero Murphy

Cisero Murphy was a trailblazing African-American professional billiards player who made his mark in the sport during the mid-20th century. Born in October of 1935, in Vanceboro, North Carolina, Murphy grew up with a natural aptitude for the sport and began playing at a young age. Despite facing racial barriers and discrimination in the predominantly white sport, he per-

By Keith Loria

severed and earned a reputation for his exceptional skills and sportsmanship.

Murphy’s career took off in the 1960s, and he became known for his smooth and precise playing style, as well as his calm demeanor under pressure. He achieved several notable victories throughout his career, including winning the U.S. Open 14.1 Pocket Bil-

liards Championship in 1965, making him the first Black pool player to win the prestigious title.

His success in the sport opened doors for other African-American players and inspired future generations to pursue their dreams in billiards. Despite the challenges he faced, he continued to compete at a high level and maintained

Cisero Murphy’s grandson Tyriek Murphy

a positive impact on the sport until his passing on April 20, 1996.

Today, Cisero Murphy is remembered as a pioneer who broke down barriers and paved the way for greater diversity and inclusion in the world of professional billiards. His legacy continues to inspire aspiring players and his contributions to the sport are celebrated by fans and players alike.

Tyriek Murphy, Murphy’s grandson, has completed a screenplay of the BCA Hall of Famer’s inspiring story, derived from a biography he had written, “Big City Nights: the Biography of the Legendary Cisero Murphy.”

“I wanted to put a project out there to enhance his legacy, as well as the game,” Murphy says. “I have a background in writing, and wanted to make sure more knew about him and his accomplishments.”

And the script, titled “Big City Nights: Cisero Murphy Saga,” is gaining a lot of interest.

“Once the project was written, I submitted it out to some of the accredited screenplay festivals and it’s won 18

awards, so far, including international awards as well, including from India, Italy and the United Kingdom,” Murphy says, noting it won Best Adaptive Screenplay at the 2021 Las Vegas Black Film Festival. “The whole point is to get it in the hands of a film studio to turn it into a film.”

Calling him “the father of billiards diversity,” Murphy notes that his grandfather opened up the door not just for Black players, but for billiard players of all races, genders and ethnicities.

“The most essential component about his story is the history,” Murphy says. “You look at all the external factors and also the internal factors that played a part that were just as essential, and overall, it’s still currently history. I wanted people to be aware.”

To garner interest in the film and just billiards as a whole, Murphy hosts a podcast where he interviews a variety of guests to discuss the sports and current events and how the two intertwine.

Murphy first realized the significance of his grandfather’s story when he was in his teens.

“In my younger years, I really wasn’t around him, and only saw him a few times, and that was usually in passing when he was in the neighborhood and I would visit my grandmother,” he says. “I became more aware of his playing and what he accomplished when I was in high school.”

As he learned more in his older years, he decided to write the book, and its popularity led to his wanting to make a film and the screenplay.

So far, a director is on-board and actor Anthony Mackie of “8-Mile” and “The Falcon and the Winter Soldier” fame, is interested in playing the role of Cisero.

“It’s just a matter of time before this gets picked up by a major studio and we can make something happen,” Murphy says.

We at BCA Insider believe this is a film that must be made. If anyone is interested in supporting this production and help see the screenplay make it to the big screen, please contact Tyriek at CRD@ murphyenterprisesolutions.org.

BCA Hall of Famer Cisero Murphy

Tuning In To

By Anthony Stoeckert

Pool fans have something to celebrate, because the sport they love is now available to watch 24/7 on all sorts of devices, from the phones in their pockets to the big-screen televisions in their living rooms.

Billiard TV is the go-to network for pool. It’s a showcase for non-stop competitive pool action featuring the best

players sharing their talents in events all over the world.

Billiard TV streams more than 1,000 hours of content, and is available on what are known as Free Ad-Supported Television (or FAST) platforms. It can be found on Samsung TV Plus,YouTube TV, Fubo TV, Sling TV, LG Channels, Xumo, Plex, Distro TV, Local Now, The

Grio, Sports.tv, Streamstak.com, and many other places. The Samsung and LG outlets come with those brands’ televisions, while others are available on streaming devices or Smart TVs. The Billiard TV app can also be downloaded on Roku through a simple search.

The channel also is available online at Billiard TV (streamstak.com) for view-

ing on smartphones, computers, and tablets, but those FAST platforms allow for viewing at home, on a large-screen television in a comfortable chair while munching on popcorn, which is what people want, according to Brendan Canning, co-founder and chief commercial officer for Triple-B Media, the company behind Billiard TV.

“People have been cutting the cord yet they still, to this day, want a bigscreen, lean-back experience in their living room,” Canning says. “Even if they don’t pay for cable television, they want that relaxed big-screen experience at home.”

Television and the way people watch it have changed dramatically over the last decade or so. Streaming has given the viewing public countless options for entertainment at home – hours and hours of movies, television series, sports, comedy specials, and documentaries. It’s a striking difference from the era

“ ONE OF THE HIGHEST ENGAGEMENT SPORTS THAT WE HAD ON THE CHANNEL WAS BILLIARDS, ANY TIME, ANY DAY OF THE WEEK."

of broadcast and cable television, when people could watch only what a few networks and specialized channels aired.

Nowhere is that more evident than in the world of televised sports. Back in the old days, people watched the NBA Finals or the World Series in droves, in part because there weren’t a whole lot of other options. Today, ratings for those showcases are significantly lower than they were 20 years ago, but specialized platforms, like the MLB Network and Major League Baseball’s app, allow fans of baseball to spend as much time as they want watching games and highlights, reading articles, and poring over statistics.

That trend is driving Billiard TV’s success. Canning says Billiard TV is one of Triple-B Media’s most popular channels, and the reason for that is relatively simple – a lot of people like pool.

“There are over 300 million billiards fans in the world,” Canning says. “What

we’ve seen is that if you’re a fan of any particular sport – be it billiards, boxing, motorcycle racing, etc. – you spend a lot of time watching a channel devoted to that sport, and you get your fill of your passion. What we’ve seen is that our time spent viewing for Billiard TV, which is one of the key metrics that we have on any of our channels, is very high, it’s probably north of 25 to 30 minutes. That basically means every time someone goes into the channel, they’re spending 25 or 30 minutes there. That’s a big number in our world.”

LAUNCHING BILLIARD TV

Canning’s career in sports television includes working at ESPN for 12 years, where he worked on license agreements with companies like Comcast and DirecTV. This was when cable and pay television were dominant, before

streaming changed the game. After leaving ESPN, he was part of the team that founded Stadium, one of the first FAST sports networks.

“There wasn’t a lot of adoption, yet every month there was more and more adoption and clearly, more and more people were cutting the cord and more and more people started to adopt these new platforms,” Canning remembers.

Stadium was eventually purchased by Sinclair Broadcasting. As the trend of people cutting the cord took off (and younger people moved out of their homes and never even had a cord), Canning was working on licensing the

Stadium channel to various platforms. He eventually left Sinclair and teamed up with Anthony Bailey (the two are friends and worked together at ESPN) and founded Triple-B Media.

“We kind of examined the marketplace, and we realized that one of the areas that was lacking in this new experience was sports,” Canning says. “There were a ton of movies, there were a ton of dramas, and a ton of news, but there wasn’t a lot of sports. So what we set out to do with Triple-B Media was to create a portfolio of free ad-supported television networks that were really dedicated to a singular passion.”

The company’s portfolio offers several channels that are giving devotees of specific sports what they want. With Billiard TV, pool fans can watch the game all day long, while the company’s boxing and motorcycle racing channels cater to those sports’ fan bases.

“We’ve identified different sport verticals that are dedicated to sports that people are very passionate about,” Canning says.

Billiard TV is finding an audience in large part because pool isn’t featured much on traditional broadcast and cable channels any more. Back in the 1970s, professional pool matches were shown on shows like ABC’s Wide World

ULTIMATE

of Sports.Years ago, ESPN would broadcast some matches, especially in its early era before it started airing games from the major sports, but these days, the sport is hard to find on traditional television. As television has changed, people can focus on what they want, making this the perfect time to launch a billiard channel.

“People have strong passions and are truly devoted to specific sports and specific topics,” Canning says. “They can’t get enough of what they’re passionate about.”

THE PLACE TO WATCH THE BEST IN BILLIARDS

Triple-B Media got its start with a channel that showed various sports. After Bailey and Canning noticed that some of their platform’s sports were drawing more viewers than others, and that billiards was one of its leaders, the idea for Billiard TV was sparked

“We realized that one of the highest engagement sports that we had on the channel was billiards, any time, any day of the week that we had billiards on the channel, our numbers would go up,” Canning says. “So we looked at the data, and we said ‘Huh, this is really interesting.’ So we decided to launch a billiards channel. We approached Predator Cues, who was one of our first partners with Billiard TV, and we laid out this whole vision.”

Predator was an ideal first partner because of the wealth of programming it had available through the tournaments

the company sponsors. Since then, Billiard TV has gone on to establish partnerships with the International Pool Association, the World Pool Association, the American Poolplayers Association, Accu-Stats, and Sharivari, which provides tutorials.

Canning says that in order to fit the needs of billiards fans, it has to present a variety of tournaments from around the world.

“Every sport that we do every, channel that we work on, we have the same combination,” Canning says. “We try to have hundreds, if not thousands, of hours of library content available to us at any given time.”

The backbone of Billiard TV programming is pool competition.

“We show as many events as we can,” Canning says. “I’d say 95 percent of our content is event-oriented. We have a library of about 3,000 hours of content that we can pick from, and in addition to that we do about 1,000 hours of live content a year.”

Some of the events Billiard TV will be showing in the near future are the International Pool Association Tour 5: British Open from January; the IPA World Professional Pool Championship from February; and the 2024 Polish Dynamic Billiards 10-Ball Open from March. Later this year, viewers will be able to watch such competitions as the 2024 IPA UK Open in May; the 2024 IPA British Open in June; and the 2024 Predator New Zealand Open in September. That represents just a sample of the offerings that is making the channel must-see TV for billiard fans.

GETTING THE WORD OUT

When most people think of streaming services, they think of places like Netflix and Hulu, for which people pay a subscription fee to watch. But lesser known is the wealth of free programming that is available for people to stream. Even better is that a lot of that programming is focused on a specific topic.

Billiard TV is a perfect example, and Canning says it’s important to get the word out to people that these free services are out there.

“I will tell you that 75 million to 100 million households definitely tune into free ad-supported television channels every month,” he says. “However, does the average person know that there’s a billiards channel? No. I think the platforms have to do a better job of letting people know. I think one thing that will help, for example, is that the next time you go out and buy a television, you’ll probably buy a television that has one of these services on there. Even if you don’t know it.

“You’ll buy your Samsung, you will unbox it, and then next thing you know, Samsung will put you front and center

in front of Samsung TV, and you’re automatically clicking into it and you’re watching the 300 channels it has,” he continues. “As people buy their next generation of televisions, they will automatically enter this new ecosystem.”

AN OPPORTUNITY FOR RETAILERS

Billiard TV has the potential to be a big help to billiard retailers. Any billiard store that has a TV should make sure their set is tuned into the channel. Shoppers will see pros playing, or they’ll catch a lesson on how to make a trick shot, and possibly get inspired to make a purchase. It’s also a terrific advertising opportunity.

“We’re definitely starting to work with several retailers within the billiards space,” Canning says. “We have approximately seven million viewers a month on the channel, so if you’re a billiards retailer, if you’re trying to sell tables, sell cues, sell anything around pool, there’s no better place in my estimation to reach that audience than Billiard TV.”

The channel has established some partnerships in the billiard business, and representatives from the company were at the BCA Expo, making new contacts.

“I’d say 50 percent of the people that I spoke to knew about Billiard TV and the other 50 percent didn’t, so I think we have to get the word out there,” Canning says. “But I think a lot of the retailers that we spoke to are interested in partnering with us and reaching that core fan.”

BUILDING THE BRAND

Billiard TV has everything a pool fan could want, and its team is focusing on getting even more viewers, and content is key to that.

“Certainly, we think that we have not reached the ceiling yet in terms of audience,” Canning says. “We want to grow the audience, and I think the way that we do that is by continuing to diversify our content. So I want to make sure we’re actively trying to partner with other organizations throughout the billiard world. We’re looking to get stronger in Asia and have more events there. We want to have more platforms on board from that part of the world because, from what I’ve been able to gather, billiards is a big sport there, and we want to grow the audience and the platforms there.”

The channel has an international presence, as it has viewers in the United Kingdom, Germany, Switzerland, Austria, Netherlands, Sweden, India, and other nations. With a wealth of live programming and coverage of events that last three or four days, fans of the game finally have a destination to watch the action of the sport they love.

“We do those all day long for the entire tournament,” Canning says. “We try to make sure that if you’re a billiards fan, this is the place that you want to go to watch.”

JUNIOR INSTRUCTIONAL PROGRAM

Creating Tomorrow’s Champions

THE BREAK AND RUN PREMIER JUNIOR INSTRUCTIONAL PROGRAM OFFERS:

ā Free coaching/instruction to youth nationwide.

ā On-going, individualized instruction tailored to junior players at all ages and skill levels.

ā Structured instruction at no cost to junior players who wish to play competitively.

ā Support to local coaches and instructors of players who are playing, or wish to play, at a competitive level.

ā Training materials, regular feedback and assessments of participant progress.

ā Regular instruction in person or via video exchange, such as Facetime or Skype interaction.

PBIA instructors associated with this program do so as a service to the PBIA and in furtherment of the sport. They receive no compensation for their participation. Each instructor has gone through extensive training and has a verified background check to participate.

If you are a junior player interested in this program, please email questions to info@pbia-instructor.com.

TikTok and Billiard Retailers: A MATCH MADE IN CUE HEAVEN

In recent years, the social media landscape has transformed how businesses connect with their customers. For billiard retailers, TikTok, a platform known for its short, engaging video content, has become a valuable tool for reaching new audiences and engaging existing customers.

“TikTok has a niche for everything –literally,” says Kiley Metcalfe, digital marketing specialist for PopSpeed Digital Marketing LLC. “It’s a platform more focused on entertainment than socializing and has more than 1 billion users. With solid content designed to

By Charles S. Donnavan

entertain, retailers can reach potential customers, establish authority in the space, and create FOMO (fear of missing out) with the product.”

Tom Leach, director at Norsu Media Group, notes TikTok is a fantastic platform for new users, and that the account’s first reel has uncapped potential.

“If the engagement numbers work, you could get millions of views,” Leach says. “The other reason ‘beginners’ should like TikTok is because production values aren’t entirely necessary. Content that feels like it’s shot straight

from your phone, unedited, can do just as well as highly produced content.”

THE TIKTOK ADVANTAGE

TikTok’s popularity is driven by its interactive, entertaining, and visually engaging content. For billiard retailers, this platform can be a gold mine.

For instance, TikTok’s user base spans a wide range of ages and demographics, providing retailers with access to po-

tential customers they might not find on other platforms. This diversity allows retailers to tap into a variety of niche markets within the billiard community, from professional players to hobbyists.

Billiards is also a game that lends itself to visual content, such as trick shots, challenges, and tutorials. Therefore, TikTok’s video format allows retailers to showcase the excitement and artistry of the game. By capturing the nuances of gameplay and the aesthetics of billiards, retailers can appeal to both experienced players and newcomers.

Community Engagement can be important for creating a local following. TikTok’s emphasis on user-generated content and trends encourages interaction between retailers and customers, fostering a sense of community and loyalty. This engagement can translate into repeat business and word-ofmouth referrals.

“When first starting out on TikTok, the best way to build your platform quickly is to post daily, no more than three times,” Metcalfe say. “Not all brands have the capacity to post daily, of course, so we’d recommend at least every other day.”

Jon Morgan, CEO of Venture Smarter, a business consulting firm that specializes in helping startups and small businesses scale and grow, says first and foremost, billiard retailers can utilize TikTok to showcase their products in action.

“By creating short, visually appealing videos demonstrating different billiard cues, tables, and accessories, retailers can give potential customers a glimpse of the quality and functionality of their offerings,” he says. “These videos can highlight unique features, such as innovative designs or premium materials, helping to differentiate the retailer from competitors and capture the attention of billiards enthusiasts scrolling through their TikTok feeds.” Next, TikTok provides a platform for retailers to share valuable tips, tutorials, and tricks related to the game of billiards.

“By creating content that educates and entertains viewers, retailers can position themselves as authoritative voices within the billiards community, building trust and credibility with customers,” Morgan says. “Whether it’s demonstrating proper cue technique, explaining the rules of different billiard games, or offering maintenance advice for billiard equipment, retailers can use TikTok to provide value beyond just promoting their products, fostering a loyal following of engaged customers.”

Moreover, TikTok’s interactive features, such as live streaming and duets, present opportunities for billiard retailers to engage directly with their audience in realtime. Hosting live Q&A sessions, interactive challenges, or virtual billiards tournaments can not only drive engagement and excitement but also create a sense of community among customers.

By fostering a two-way dialogue with their audience, retailers can gain valuable insights into customer preferences, feedback, and interests, allowing them to tailor their products and marketing strategies accordingly.

ORGANIC POSTS VS. ADVERTISING POSTS

There are two ways to post content on TikTok – organically or as advertising.

“Reach and targeting are the two key differences here,” Metcalfe says. “With ads, your posts will reach significantly more people and those people will be specifically targeted and more likely to be interested in connecting. Organic posts are still important though. You can’t put money behind every video, so by continuing to publish organic content you’re giving the audience more to look at when they visit your page.”

Organic posts are posted and shown to maybe 100 users. If the engagement is good on that video, it’s shown to another 500-1,000 and so on. The better the engagement, the more views. Organic is obviously great if you can get the views, because you put the video live and everything gained is free.

“Ads work a little differently,” Leach says. “Whilst you’ll still have a quali-

MARCH 17 & 18 BCA

MARCH 19 & 20

ty score (good engagement basically means cheaper advertising cost) you’re still paying for people to see your ad. You pay a CPM or Cost per Mille which means you’ll pay $10-20 per every 1,000 people who see your ad.”

STRATEGIES FOR SUCCESS

To make the most of TikTok, billiard retailers can employ a range of strategies, starting with creating videos that are fun, informative, and visually captivating.

For instance, showcase impressive trick shots that demonstrate skill and creativity. These videos not only entertain but also inspire viewers to improve their own game.

Offer how-to guides for different billiard techniques, from beginner to advanced levels. Tutorials can help establish the retailer as an authority in the industry and attract customers seeking advice and guidance.

Encourage followers to participate in billiard challenges and use hashtags to track and share their results. Challenges foster a sense of community and friendly competition among followers.

Since you’re in the business to sell, highlight new products, such as cues or tables, in action. Demonstrations allow retailers to showcase the features and benefits of their products, helping customers make informed purchasing decisions.

Another great idea is partnering with TikTok influencers who are passionate

about billiards, which can boost a retailer’s visibility. Influencers can create content featuring the retailer’s products or collaborate on challenges and tutorials, lending credibility and authenticity to the retailer’s brand.

Using relevant hashtags can also increase the discoverability of a retailer’s content. In addition to popular hashtags like #billiards and #trickshots, retailers should create branded hashtags to encourage user-generated content and build a community around their brand.

Remember, consistent posting is important for building a loyal following. Retailers should establish a posting schedule and stick to it. Quality content posted regularly will keep audiences engaged and coming back for more. It also signals to followers that the retailer is active and invested in the platform.

Sharing customer stories and testimonials can add a personal touch to a retailer’s TikTok presence. Highlighting how their products have positively impacted customers can build trust and loyalty. These stories provide social proof of the retailer’s quality and customer satisfaction.

MONITOR ANALYTICS

TikTok’s algorithm-driven content discovery mechanism can also help billiard retailers reach new audiences and expand their customer base.

“By consistently posting high-quality and relevant content, retailers can increase their visibility on the platform and attract users who may not have been

“ USERS ARE DRAWN TO CONTENT

THAT FEELS

previously aware of their brand,” Morgan says. “Utilizing popular hashtags, participating in trending challenges, and collaborating with influencers or other TikTok creators can further amplify the reach of retailers’ content, driving traffic to their online stores and increasing sales opportunities.”

TikTok offers analytics tools that allow retailers to track the performance of their videos. By analyzing metrics such as views, likes, shares, and comments, retailers can refine their content strategy to better meet their audience’s interests and optimize future content.

Running contests and giveaways can generate excitement and engagement on TikTok as well and boost those data analytics. Retailers can encourage users to create content featuring their products for a chance to win prizes. This strategy not only boosts engagement but also introduces potential customers to the retailer’s products.

THE IMPORTANCE OF AUTHENTICITY

One of the most crucial aspects of a successful TikTok strategy is authenticity. Users are drawn to content that feels genuine and relatable. Billiard retailers should showcase their passion for the game and their products, as well as their expertise in the field. Being transparent about the retailer’s story, values, and mission can help forge a deeper connection with followers.

While TikTok offers numerous opportunities, retailers may face challenges such as keeping up with rapidly changing trends and maintaining consistency in content creation. To address these challenges, retailers can invest in tools and resources that facilitate content planning and scheduling. Additionally, staying informed about industry trends and user preferences can guide content creation and ensure relevancy.

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