NSGA NOW - January/February 2022

Volume 11 | No. 1 | January/February 2022

A PUBLICATION OF THE NATIONAL SPORTING GOODS ASSOCIATION

THE 2022 CLASS OF THE SPORTING GOODS INDUSTRY HALL OF FAME

MICHAEL GOTFREDSON ROAD RUNNER SPORTS

BILL HUNT CHAMPRO

BILL SORENSON ASPG

With only 4 easy steps Freestyle Headwear provides endless possibilities & the

FREEDOM TO CREATE YOUR STYLE

1 Select cap style & color

2 Add decoration

3

4

Enter quantity & roster

Check out, save & share

FreeStyle Headwear allows you to create and easily manage names, numbers and sizes to your roster of caps

Upload your own art ... or utilize one of several templates featuring stock art and fonts

www.augustasportswear.com

TABLE OF CONTENTS

6

CEO NOW 4 Congratulations to the Hall of Fame Class of 2022 CONFERENCE NOW 14 Duncan Wardle’s Lessons on Creativity and Innovation CONFERENCE NOW 16 The Importance of Staying on Top of Cybersecurity CONFERENCE NOW 17 How “The Champion’s Code” Relates to Business CONFERENCE NOW 18 Better Understanding Gen Z Shoppers RETAIL NOW 21 Help Wanted Signs Are Everywhere NDUSTRY NOW 23 IProminent NSGA Team Member Paul Prince

RECOGNITION NOW The Sporting Goods Industry Hall of Fame welcomes Michael Gotfredson, Bill Hunt and Bill Sorenson as the Class of 2022 inductees.

Peter Capolino of Mitchell & Ness Nostalgia Co., above, speaks during the induction ceremony and dinner for the Class of 2021 at the NSGA Management Conference & Team Dealer Summit.

25 27 >> ON THE COVER: The 2022 Class of the Sporting Goods Industry Hall of Fame

Michael Gotfredson Road Runner Sports

Passes Away

LOCKER ROOM NOW

National Organization Rule Changes for 2022

MEMBER SPOTLIGHT NOW

Give Me Five With Allen Reynolds, Cook’s Sporting Goods

Bill Hunt CHAMPRO

Bill Sorenson ASPG NSGA NOW ®

>> January/February 2022 | 3

CEO NOW The NSGA Management Conference & Team Dealer Summit saves the best of the sporting goods industry

NSGA OFFICERS

for last.

Chairman of the Board Pat Donnelley Donnelley Sports, Twin Falls, ID

The Sporting Goods Industry Hall of Fame dinner and

Treasurer/Chairman-Elect Greg Miller Universal Athletic, Bozeman, MT

Honoring the best of the best is a fantastic finish to

induction ceremony is the moment in the spotlight for those individuals who have made a lasting impact.

NSGA’s annual leadership and education event.

We are excited to introduce Michael Gotfredson, Bill Hunt

Past Chairman David Labbe Kittery Trading Post, Kittery, ME BOARD OF DIRECTORS Kevin Bezanson Cleve’s Source for Sports, Halifax, Nova Scotia, Canada Bob Fawley Capitol Varsity Sports, Oxford, OH Gordon Geiger Geiger’s, Lakewood, OH David Lynn Dunham’s Sports, Troy, MI Mick Montgomery Denver Athletic Supply, Englewood, CO Ron Rugal B&R Sporting Goods, Shelby Charter Township, MI Jerry Williams Schuylkill Valley Sports, Pottstown, PA NSGA TEAM LEADERS Matt Carlson President & CEO Marty Maciaszek Team Dealer Division, Communications Julie Pitts Director, Public Affairs and President, NSSRA Nick Rigitano Director, Insights and Analysis Jennifer Shaffer Comptroller

and Bill Sorenson as the three inductees of the Hall of Fame Class of 2022. Each honoree has a wonderful story in how they have made sports better for so many athletes.

A job loss made it difficult for Gotfredson to maintain his customary running lifestyle. He thought quality running shoes cost too much so he decided to create a lower-cost alternative with Road Runner Sports.

Other runners clearly felt the same way and Road Runner Sports took off and quickly became a big hit. Road Runner Sports is one of the biggest names in the running and fitness industry because of Gotfredson’s vision.

Hunt had already been part of the industry for 14 years when he founded CHAMPRO in suburban Chicago. His goal was to develop affordable team sports equipment that had the same quality as the big-name brands.

The concept was a huge success and CHAMPRO grew under Hunt’s leadership from a brand primarily known for baseball into one that produces products for most team sports. The vision for growth continued as CHAMPRO became a significant player in the uniform business. But Hunt also saw his company’s success as a philanthropic vehicle to help others locally and internationally.

Sorenson’s unique story took him from the diving team at the University of Iowa to success on the trampoline and ultimately the development of high-level gymnastics equipment. He built his first trampoline in his garage and founded the American Trampoline Company for products used by high schools and colleges.

Eventually the company became American Athletic Inc., which developed a full line of products and provided the gymnastics equipment for two Olympic Games and many other national and international events. Sorenson’s entrepreneurial spirit branched out into other sports as he was part of the formation of AMF Corporation and became CEO of American Sports Products Group.

You can learn more about Mike Gotfredson, Bill Hunt and Bill Sorenson and their careers in the sporting goods industry, along with how to nominate deserving candidates for the Class of 2023, on pages 6 through 10 of this issue of NSGA NOW. Please join me in congratulating Mr. Gotfredson, Mr. Hunt and Mr. Sorenson on a great honor!

Best regards, Matt Carlson | President & CEO

The Hockey Dealers Association (HDA) stays connected with The Hockey Equipment Certification Council (HECC) on any standards updates that impact equipment.

4 | NSGA NOW ®

>> January/February 2022

NSGA NOW (ISSN 1045-2087) is published bi-monthly for members of the National Sporting Goods Association, 3041 Woodcreek Drive, Suite 210, Downers Grove, IL 60515. Phone: (847) 296-NSGA (6742); Fax: (847) 391-9827.

Subscription price of $50 per year is included in membership fee. Non-member subscription information available from publisher. Periodical postage paid at Downers Grove, IL 60515 and additional mailing offices. POSTMASTER: Send address changes to NSGA NOW,® 3041 Woodcreek Drive, Suite 210, Downers Grove, IL 60515. © NSGA 2022 all rights reserved. Printed in the USA.

HIGH-END EMBROIDERED LOOKS IN SECONDS Custom embroidered patches make it easy to create high-end logos for any job. These durable patches are available in various dimensions, colors, and heat applied or pressure sensitive options. Add a premium look to hats, bags, totes, heavy apparel, and hard goods—on demand.

Take Your Logos to Another Dimension bit.ly/stahls-empatches

STAHLS.COM | 800.4.STAHLS NSGA0122

RECOGNITION NOW

>> Inductees into the Class of 2013 Hall of Fame were, front row left to right, John Parish Sr., Rusty Saunders and Randy Hooper.

Joining them were previous inductees, back row left to right, Ted Stahl, Jess Heald, Mickey Newsome, Randy Ruch, Conny Klimenko and Tom Raynor.

Hall of Fame Recognizes Outstanding Contributions The Sporting Goods Industry Hall of Fame was created in 1955 by the NSGA Board of Directors to honor the pioneers, innovators and leaders who built the sporting goods industry and to help recognize and encourage excellence within the industry.

The first induction on February 3, 1956 included five leaders from the sporting goods industry. Throughout the history of the Hall of Fame, members have been inducted from a wide variety of sporting goods businesses and all segments of the industry. Today, the Hall of Fame consists of 175 men and women who provided products, services and ideas to countless consumers through the years.

Some members of the Sporting Goods Industry Hall of Fame shared their thoughts on this elite honor: 6 | NSGA NOW ®

>> January/February 2022

>> Excerpt regarding the first Sporting Goods Industry Hall of Fame inductions, Selling Sporting Goods, February 1956

“I had an opportunity to work with some

“To be mentioned with the leaders of

amazing people with a drive, passion and

our industry with whom we have done

work ethic that allowed us an opportunity

business and who are my friends, is a

to build a company from the ground up

dream come true.”

over 45 years that was recognized by my induction into the NSGA Hall of Fame.”

— Larry Aasheim, Universal Athletic, Class of 2017 “I don’t think a day goes by that I don’t think about my time being involved with the sporting goods industry. Being part of

— Ronny Flowers, Athletic Supply, Inc., Class of 2019 “The most rewarding experience of my business life was being inducted into the NSGA’s Sporting Goods Industry Hall of Fame!”

— Peter Capolino, Mitchell & Ness, Class of 2020

the Hall of Fame is still unreal!”

— Julie Nimmons, Schutt Sports, Class of 2010 “To say the least, being a member of the Sporting Goods Industry Hall of Fame is a

“Without a doubt the highlight of my career was being inducted into the NSGA Hall of Fame.”

— Ken Nimmons, Schutt Sports, Class of 2010

great honor and the highlight of my 50-plus years in this industry. ”

“To be a member of the Hall of Fame is like

— Stan Jurga, All-Star Sporting Goods, Class of 2018 “When I was young, my goal was to be

being crowned King among Kings in our everchanging, dynamic sporting goods industry.”

— Klaus Obermeyer, Sport Obermeyer, Class of 2020

successful in business. When I was inducted into the Sporting Goods Industry Hall of Fame, I knew I had reached my goal.”

— Mickey Newsome, Hibbett Sports, Class of 2007

“How fortunate I am to be included in the same group as John Forzani, Jack Cooper and Eric Bezanson. True legends in sporting goods in Canada. ” — Randy Hooper, Sports Distributors of Canada, Ltd., Class of 2013

Members of every segment of the industry can submit the names of manufacturers, sporting goods retailers/dealers and industry influencers they deem worthy of election to the Hall of Fame for extraordinary contributions to the growth and progress of the industry.

Nominations are reviewed by the Hall of Fame Committee, which is

To view the complete history of members of the Sporting Goods Industry Hall of Fame scan here:

comprised of manufacturers, wholesalers, retailers/dealers, agents and industry influencers.

Induction ceremonies are held at the NSGA Annual Management Conference & Team Dealer Summit.

Questions?

Contact Julie Pitts, Hall of Fame Secretary at hof@nsga.org.

NSGA NOW ®

>> January/February 2022 | 7

RECOGNITION NOW CLASS OF

2022 INDUCTEE Michael Gotfredson FOUNDER ROAD RUNNER SPORTS

and decided to keep supplying Gotfredson with product.

The growth continued as did the number of employees. The Road Runner Sports Customer Care Center grew from one Fit Expert to almost 200 within a few years. And Gotfredson to this day shares he has personally taken more than 50,000 phone orders and wrapped 50,000 packages.

By the mid-1990s, the Internet was born, and Gotfredson pioneered the first online sales of technical running shoes. Others followed

Providing for his family and making the world a healthier place

his marketing leadership, of course. He followed that success by

was Michael Gotfredson’s inspiration to revolutionize the running

entering the brick-and-mortar space in the early 2000s. Road

and fitness industry.

Runner Sports now has 41 physical stores focused on all facets

Gotfredson, also referred to as Mike G., or Chief Runner, founded

of running and fitness. Each store is dedicated to selling the right

Road Runner Sports in September 1983, and today it is the largest

product to fit the specific needs of consumers.

running specialty retailer in the United States. His creation led to his

As Gotfredson’s success grew, he felt he needed to give back to

induction in the Sporting Goods Industry Hall of Fame Class of 2022.

his community and those less fortunate than him. So, in 2000 he

In 1983, Gotfredson had a wife and four kids under the age of 5

founded Athletes Helping Athletes, a charitable organization that

when he lost his job, forcing his family to live on a tight budget.

One day, he went into a running store and was appalled by the high cost of shoes and poor customer service. He believed he was not alone in his frustrations, so with an MBA from Fresno State in direct marketing, he decided to solve the problem.

His vision in the pre-Internet age was to mail catalogs to consumers with detailed descriptions of the features and benefits of running shoes and fitness products, and to sell them at fair prices, something that was unheard of at the time.

One of his first big hurdles was to open business accounts with the big running shoe vendors including Asics, Brooks and adidas.

However, vendors only sold product to brick-and-mortar retail stores back then, and Gotfredson couldn’t afford to open his own store. So he did what any entrepreneur would do and stretched the truth. He told vendors he sold running shoes out of his brother’s car rental company to travelers. They bought it.

The vendors came on board and Gotfredson’s fledgling company began. On the first day of business, they took seven orders. Within months, Road Runner Sports experienced explosive growth, and the excited shoe vendors asked Gotfredson to open as many “running shoe car rental shops” as he could. Gotfredson had to come clean, and admitted he mostly sold product out of a garage solely through catalog mailings and “Fit Experts” taking calls from across the country.

The vendors were shocked, but had to agree the concept was valid 8 | NSGA NOW ®

>> January/February 2022

gives handcycles to children with permanent physical disabilities to help them be active and healthy. To this day, the charity has given away 1,524 handcycles, amounting to over $2,000,000, at no cost to families all across America. Some recipients have gone on to become Paralympic medal winners and now inspire thousands of others to reach for their dreams.

From the beginning, the importance of family and teamwork played an essential role in the company’s growth and success. Gotfredson’s family and kids all chipped in to help along the way. Today, three of his sons work for the company, with his oldest now carrying the torch of success as the new president.

Now, 38 years after the sale of its first pair of running shoes, Road Runner Sports can attribute its success to the special one-on-one relationship it enjoys with its customers and to the core mindset it is always going to do it differently than everyone else. The business has flourished because more than 800 employees genuinely care about their customers and make the most of every opportunity to interact with them. Every order taken and shipped, product selected for the catalog, website, retail store, catalog mailed, are opportunities to establish and develop a personal relationship.

Like many other entrepreneurs, Gotfredson’s journey has positively impacted many lives and made their personal journeys better.

He is, and has been, an industry pioneer who changed the way consumers satisfy their running and fitness needs.

CLASS OF

2022 INDUCTEE

Bill Hunt FOUNDER CHAMPRO

started picking and packing orders at age 10.

Sons Evan and Nolan followed in his footsteps but eventually pursued careers outside the sporting goods industry.

Hunt is always looking for new ways to deliver the best value by developing new products, rethinking speed and quality of service, searching for new sourcing opportunities, and keeping overhead low. He has never hesitated to dig in at any level of the company to make sure things get done. It has never been surprising to find him in the warehouse picking orders to make sure CHAMPRO didn’t fall behind on its same-day shipping commitment.

After starting as an equipment company, CHAMPRO entered the team apparel market in the 1990s. The apparel business grew

Wilson “Bill” Hunt started CHAMPRO in 1986 with the goal

during the next 15 years, at which point he broadened the product

of producing team sports gear that equaled or exceeded the

line to include custom uniforms. Since entering the custom uniform

performance of the established brands, but at a lower cost to the

market, CHAMPRO has developed a proprietary manufacturing

consumer. He chose not to pay for professional endorsements,

infrastructure with the fastest delivery times in the industry. Custom

advertising or promotional product, but instead to pass on reduced

uniforms now make up one-third of the company’s total revenue.

overhead with lower prices to athletes. CHAMPRO’s growth from a

CHAMPRO has also made an international impact with economic

limited line of baseball equipment and expansion over the years to eventually offer a complete line of team sports equipment and uniforms that can outfit players from head to toe led to Hunt’s induction in the Sporting Goods Industry Hall of Fame Class of 2022.

development and community involvement. In 1999, through a connection from Hunt’s time as a Peace Corps volunteer, he was invited to join a U.S. trade delegation to Ethiopia. This trip led to development of a joint venture apparel factory in Ethiopia and

Hunt has always enjoyed hard work and the challenges it provided.

shortly thereafter, founding of the CHAMPRO School. The CHAMPRO

His work career began at age 10 when he sold vegetable and flower

School now educates more than 500 students in a rural village of

seeds door to door. He worked before and after school and during

Ethiopia, where it provides the only opportunity for first- through

summers selling newspapers on a street corner, pulling a snow

eighth-grade education. After establishing the joint venture factory,

cone wagon, flipping hamburgers at McDonald’s, mopping floors in

CHAMPRO made the first African Growth and Opportunity Act

a hospital, and as a laborer in a vinegar factory and a steel products

(AGOA) eligible shipment from Ethiopia to the U.S. in 2000.

factory. He sometimes chose the night shift so he could practice

In 2002, the CHAMPRO joint venture factory was visited by U.S.

basketball and play golf during the day.

Secretary of the Treasury, Paul O’Neill, and Bono, of the iconic music

Hunt graduated from St. Olaf College in Northfield, Minnesota with

group U2, who recognized the factory as a model for development

a degree in economics. After a two-year stint as a Peace Corps

under the AGOA. More than 20 years later, CHAMPRO continues to

volunteer in Ethiopia, he went to work at Berkley and Company in

manufacture team uniforms through four partnerships in Ethiopia.

Spirit Lake, Iowa, as their International Buyer. Several years later he accepted a position at Wilson Sporting Goods where he became Director of the Baseball/Softball Division.

Hunt served for 10 years as Chairman of the Ethio-American Trade and Investment Council. During his tenure, he worked with Prime Minister Meles Zenawi and the Ministry of Trade and Industry

In 1986 he stepped out and started CHAMPRO. The drive Hunt

to help reduce trade barriers and simplify Ethiopia’s regulatory

has exhibited since childhood enabled CHAMPRO to grow from

environment for investors.

a family operated company to a national brand headquartered in

Through founding of the CHAMPRO School, involvement with Eden

the Chicago suburb of Wheeling, Illinois, and employing more than 600 employees based in three countries. In the early years Hunt’s family pitched in to do whatever was necessary. His wife Terese was the customer service department, picked and packed orders, and helped at trade shows. Son Ryan, who is now President of CHAMPRO,

Reforestation Projects, and by supporting Chicago area non-profits that provide team sports opportunities for youth, Hunt found a path to blend business with his love for team sports and his interest in improving opportunities for others.

NSGA NOW ®

>> January/February 2022 | 9

RECOGNITION NOW CLASS OF

2022 INDUCTEE

Bill Sorenson CEO

AMERICAN SPORTS PRODUCTS GROUP An encounter at a University of Iowa swimming pool became a life-

AAI merged with Head Ski in 1968 and became the AMF Corporation

changing moment for Bill Sorenson and the future of gymnastics.

in 1971. Sorenson became a group executive with AMF and oversaw

Sorenson not only became a successful gymnast, but his

companies such as Head Ski, Head Tennis, VOIT, Pacer Track &

transformation of the sport through the innovative creation and development of equipment led to his induction in the Class of 2022 of the Sporting Goods Industry Hall of Fame.

As a freshman at Iowa, Sorenson was a competitive diver when gymnastics coach Dick Holzaepfel came to a practice at the pool and asked Sorenson if he “had ever been on a trampoline.” Sorenson quickly mastered the trampoline at a high level as he won gold and

Field, AAI, Ben Hogan Golf and Hatteras Yachts. Sorenson had a major impact on product development for these brands, including patents for the Tip & Roll Bleacher and portable pole vault and high jump mats still used today.

In 1994, Sorenson became CEO of American Sports Products Group (ASPG). ASPG acquired Southwest Track (owner of Astro Turf), Sport Court, Basketball Products International, Connor Floors

silver medals in the AAU National Championships and was the Big

and American Athletic. Sorenson remained CEO until 2004.

Ten Conference champion in 1953. After graduation, Sorenson

From 2002-18, Sorenson served on the board of Gill Athletics, which

moved to New York and became a professional trampoline

is now a holding company known as Litania Sports Group (LSG),

performer at Radio City Music Hall and the Palace Theater.

which owns and manufactures the Gill Athletics and Porter Athletic

After six months in New York, Sorenson returned to Jefferson, Iowa but “couldn’t get the trampoline craziness out of him.” He built his first trampoline, the Aqua-Tramp, in his garage and began making diving and recreational trampolines in the basement of his fatherin-law’s hardware store.

In 1954, Sorenson founded the American Trampoline Company, which manufactured and sold a full line of trampolines, including those used in high schools, colleges and universities for gymnastics competition and physical education. The company became American Athletic Inc. (AAI) in 1957, produced a full line of gymnastics apparatus and protective pads by 1961 and became the official equipment supplier to the United States Gymnastics Federation (USGF) in 1963.

Sorenson was the lead inventor on more than 10 patents for gymnastics equipment. AAI provided the competition gymnastic equipment for many major national and international competitions, including two Olympic Games, numerous World Championships, the Pan American Games and the Commonwealth Games.

10 | NSGA NOW ®

>> January/February 2022

brands. He also has a long history of service and honors in the gymnastics community. He served as chairperson of the Trampoline Sub-Committee of ASTM that wrote the first trampoline safety standard adopted by the U.S. government’s Consumer Product Safety Commission. He served as a member of the trampoline safety committee of the National Safety Council. Sorenson was inducted into the U.S. Gymnastics Hall of Fame in 1978 and the U.S. Trampoline and Tumbling Hall of Fame. He also served on the Board of Directors of the International Gymnastics Hall of Fame and in 2016 was presented with an award for promoting and growing the sport in the United States.

Sorenson’s contributions to the gymnastics world are undeniable.

Under his leadership, AAI developed technically superior apparatuses that notably increased the safety and performance of gymnasts. AAI has been the most innovative and creative force in the manufacturing of gymnastics and related equipment in the world. It played a significant part in lifting USA Gymnastics and its athletes to world prominence that continues today.

2023 CALL FOR

NOMINATIONS Submissions accepted until March 31, 2022

Nominate a deserving individual for the 2023 Class of the Sporting Goods Industry Hall of Fame Learn more and nominate at nsga.org/halloffame The Sporting Goods Industry Hall of Fame was created in 1955 by the NSGA Board of Directors to honor the pioneers, innovators and leaders who built the sporting goods industry and to help recognize and encourage excellence within the industry.

NEW 4-WAY ENGINEERED STRETCH WOVEN

FULLY CUSTOMIZABLE COMPRESSION SLEEVE TO MATCH

LIGHTWEIGHT AND EXTREMELY DURABLE

THE LATEST IN PRO PERFORMANCE GAME-TIME JERSEYS

BUILT. BETTER.

ASK ABOUT OUR 7 DAY QUICKTURN

prolook.com

CONFERENCE NOW

Infusing Your Business with Creativity and Innovation

By Marty Maciaszek NSGA Director of Communications Creativity and innovation should be an inspiration and not a form of intimidation for your business and your team.

“There is twice as much energy for ‘Yes and,’” Wardle said. “You are getting bigger ideas.

That was the message from Duncan Wardle during his opening

“’No because’ shouldn’t be the first two words you say, because

keynote presentation, “Back In Action: Igniting a Culture of Innovation

if you do, that person won’t come back next week with an idea.”

and Creativity,” at the 2021 NSGA Management Conference & Team

Wardle emphasized the importance of ideas coming from anywhere

Dealer Summit in Naples, Florida. Wardle was with Disney for 30 years before founding ID8.

“The biggest barrier to innovation is you and me,” said Wardle, who became the Head of Creativity and Innovation for Disney. “It’s hard to stop thinking the way you always do.”

Wardle walked the walk during his presentation by deviating from the traditional format of talking while attendees sat quietly and listened. Wardle included some snappy artwork and a couple of lively creative interviewing exercises to get attendees out of their chairs and sharing ideas.

One of the exercises was “No because vs. Yes and,” to show how the difference between encouraging and stifling creativity.

14 | NSGA NOW ®

>> January/February 2022

in your business. Diversity helps spark innovation because people who look different than you do likely think differently as well.

“You need to instill a culture of innovation into everyone’s DNA,” Wardle said. “The No. 1 barrier to innovation is, ‘I don’t have time to think,’ and you end up filling your day with meetings every day.”

Wardle was part of helping Lucasfilm with new storylines for its Star Wars movie enterprise. He also had a hand in Pixar movie classics which included Toy Story, Wall-E and A Bug’s Life.

“I was like a kid in a candy store,” Wardle said.

Which underscores a key element to successful creativity and innovation.

“Innovation feels awkward,” Wardle said. “Who are the most creative people you’ve ever met? They are kids. They use their imagination.

“Why is playfulness so important? Because on any given day your brain is going 100 million miles an hour.”

So, Wardle emphasized the importance of “productive creativity.”

The more you use your creative side the stronger it gets. And the ideas can come at any time – while you are walking, working out, shopping or driving.

“How can you get fresh stimulus in your life,” Wardle asked. “Give yourself and your teams time to think. The opposite of bravery is not cowardice but conformity.”

Wardle said Disney executives work at least one day a year on a cash register or sweeping an area of one of its theme parks. Once every two years they visit with a guest in their living room.

And Disney uses guest instead of customer for those who come to its theme parks. Wardle said it’s not much different from using the word experience instead of retail.

“Just think of how you feel when you’re treated as a guest,” Wardle said.

Augmented reality, which is an interactive experience of a real-world environment, was another subject Wardle discussed. He talked

to the Philadelphia Eagles and learned that 19 percent of the NFL team’s fans never come to their stadium.

“Augmented reality creates the experience in your stores,” Wardle said. “You want (NFL star quarterback) Tom Brady in your store, you can get Tom Brady in your store. Stop thinking as retailers and start thinking as experiences. Amazon can’t create an experience as you can.”

If you’re a small business owner, you certainly don’t have the same resources at your disposal as Disney or an NFL team. But that doesn’t have to deter the development of a creative approach to how you do business.

Wardle pounded that idea home as he mentioned a talk he gave to renowned tool and hardware manufacturer Stanley Black & Decker.

“I told them, ‘This generation has never heard of your brand and they don’t care,’” Wardle said. “Your purpose could be your brand helps people build their dreams. That could be true in any line of business you want it to be.

“We’re all born creative and we all use intuition, curiosity and imagination. Those are the most employable assets of the next generation.”

NSGA NOW ®

>> January/February 2022 | 15

CONFERENCE NOW Cybersecurity Planning Crucial to your Business

By Lizz McCrindle NSGA Communications & Social Media Manager Businesses large and small are dependent on technology. There

The same thing goes for user

are many advantages and conveniences but there are also a

access controls as they should

lot of vulnerabilities. Owners and leadership teams must be

be determined by role-based

prepared to protect their business and assets by implementing

criteria using the principle of

a strong cybersecurity plan as well as procedures to follow

least privileged. This means

the plan.

the user is given the minimum

Andrew Sekela, who is part of the FBI’s bureau in Tampa, Florida, discussed how important this is during his session, “Organizational Cybersecurity: A Top Priority to Protect Your Business,” at the 2021 NSGA Management Conference & Team Dealer Summit.

If your small business is the target of a cyberattack or security breach, report it to the FBI. These types of attacks happen every day and cost billions of dollars a year.

To keep yourself and your business safe from cyberattacks, Sekela said it is important to change passwords and passphrases often, update software system, and beware of phising emails.

To keep your systems and team safe from attacks, it is important to create a cybersecurity culture. This begins at the top with executives and board management understanding the threats posed by cyberattacks. In doing this, leadership can assign different levels of training depending on the department, including cybersecurity awareness for all necessary team members, as well as offering advanced training for the technical staff members.

The leadership team should be able to come up with a cybersecurity policy by remembering that the devil is in the details. Once the policy is complete, it should be shared widely with your team, and followed with training to ensure the policy is being enforced.

levels of access needed to perform their job. With many businesses allowing for employees to work from home, it is essential there are secure remote access features as well as understanding their vulnerabilities.

>> Andrew Sekela

The final element of access control is off-boarding when an employee leaves. Their system access should be completely suspended.

Vulnerability Management: Vulnerability makes it easier for hackers to launch a cyberattack. It is important to always stay abreast of the latest vulnerabilities by utilizing all available sources of information. Have the IT department perform regular scans and assessments. If your business does not have an IT department, there are public resources that can also be used to do this type of scanning such as Shodan and Cersys. These sites are designed for organizations to do a scan of their networks and see what devices are connected.

Threat Detection and Monitoring: It is important to detect threats before they become problems. There are several detecting tools such as auditing internal systems and cybersecurity monitoring

Policy & Procedure: It is essential to conduct regular policy

systems. Another way to monitor threats is to review reports by

reviews and update the policy frequently as information changes.

the FBI and DHS to maintain awareness of critical infrastructure

Look at other examples and compare them to see if there are

threat trends such as Tactics, Techniques and Procedures (TTPs)

areas missing. There are many free online resources including:

or Indicators of Compromise (IOCs).

SANS Institute templates (www.sans.org) and the Department of Homeland Security publication “State Cybersecurity Governance Case Studies Cross Site Report.” (www.dhs.gov).

Establish a baseline of network activity (internal and external). It is difficult to determine a threat if you do not know the baseline activity level. Logging and auditing activity on the network is an

Accessibility: Do not give someone more access than they need

essential part of threat detection. Monitoring systems include

to do their job. This will help protect against an inside threat. If

passive (eavesdrop on network and look for compromises), active

someone is compromised, only the information they have access

(actively scan network) and a hybrid of both methods.

to can be exploited.

16 | NSGA NOW ®

>> January/February 2022

Applying “The Champion’s Code” to Business

By Tom Van Jacobs NSGA Marketing Coordinator Ross Bernstein has interviewed hundreds of professional athletes to study what makes sports champions great and how their success relates to business.

Bernstein, a Hall of Fame speaker and best-selling author, shared his stories in “The Champion’s Code: Building Relationships Through Life Lessons of Integrity and Accountability from the Sports World to the Business World,” at the 2021 NSGA Management Conference & Team Dealer Summit.

Champions have a unique DNA and Bernstein challenged attendees to know their DNA. Bernstein gave 11 ideas to drive sales and generate momentum through being a champion. The first part of his program covered why it is important to win with integrity and do the little things the right way.

Passion: “If you are not really, truly, authentically, passionate about what you do, then you need to think about what you do,” said Bernstein. Be passionate about what you are doing and that will flow into the rest of your staff.

Generosity: People like to do business with people who are givers rather than takers. Lead by example and show you care about your customers and staff. This will trickle down the entire organization.

Build trust: People follow leaders who do what they say and say what they do. It is important to create a career for your staff that will help change their lives, and this starts with trust. Building trust with your staff will motivate them to work harder for the business knowing they work with someone they can rely on.

Mental toughness: Bernstein said, “If you are worried about something you can’t control, then you won’t be focusing on the things you can control.” The pandemic is something we cannot control, so it is important to focus on the things in your business you can make a difference in that day.

Lead with respect: Your reputation is not what you think about you but what others think about you. If people feel you are respectful, that is what matters. People in your business will do the right things even when you are not around. Build a culture where your staff are comfortable speaking up when they see something is not right.

Be humble: People do not like to work for a narcissist. Bernstein said the closing keynote speaker at the Management Conference, Super Bowl champion quarterback Joe Theismann, praised his teammates when he scored a touchdown and didn’t flaunt his ability.

>> Ross Bernstein

The second part of Bernstein’s program discussed how to build momentum and be the champion for your business.

Philanthropy: Giving back to your community and getting involved in a charity is good business. Making the charity personal to your community will grow that relationship with your customers and their decision to do business with you. The most important aspect is to invest your time and not just your money.

Take risks: It is important to take risks, especially in this climate, to succeed even if it means you might fail occasionally. There will be many opportunities that come from this pandemic and taking risks might help you reach those opportunities.

Adapt and change: “How will people buy sporting goods in the next 5 to 10 years?” Look at how everything is changing and be willing to pivot during these difficult times to stay one step ahead.

Incredible customer service: “People want to feel like they’re your only customer,” Bernstein said. Customer service is all about the experience. It is important to make your customers remember their experience working or shopping with you. Creating that lasting memory for your customers will build your customer loyalty.

Your legacy: Bernstein described the importance of legacy through a quote from legendary 1980 US Olympic champion hockey coach Herb Brooks. “The name on the front of the jersey was always more important than the one on the back. It was always we and us, never I and me.” Being all-in on your passion and working hard will allow you to play hard later in life.

Bernstein said being a champion is your choice. Every time you come to work you get to decide what your attitude will be.

“Remember, individuals win games but it takes a team to win championships,” he said.

NSGA NOW ®

>> January/February 2022 | 17

CONFERENCE NOW Connecting with Gen Z Shoppers

By Lizz McCrindle NSGA Communications & Social Media Manager purchase. Gen Z prefers shopping for the three major categories of athletic footwear, apparel, and equipment in-store. There is an instant gratification when shopping in-store and the Gen Z shopper “needs to have it now.”

Winning with Gen Z: Make the shopping experience memorable.

Research has found that 7 of 10 Gen Z shoppers are influenced shoppers. Below is a chart showing the percentage of shoppers >> Matt Knoeck and Nick Rigitano

Shopping behaviors and trends are different for each generation, so as a retailer and team dealer it is important to understand purchasing habits and know how to best meet your customers where they make their decisions and purchases. Generation Z (Gen Z) is comprised of individuals born between 1997-2010 who make up roughly 17% of the total population. Currently, around 40% of team sports participants are Gen Z. “Better Understanding Generation Z Shoppers” was one of the sessions at the 2021 NSGA Management Conference & Team Dealer Summit presented by Nick Rigitano, NSGA Director of Insights and Analysis, and Matt Knoeck, Executive Vice President and Senior Client Officer for Ipsos, a market research and consulting firm.

About Gen Z: These shoppers get much of their advice and product recommendations from social media influencers. They are less likely to aspire to be like their parents and are more likely to be lonely, overwhelmed and impulsive. They consume much of their information on YouTube, Instagram, TikTok, Facebook and Twitter. Retailers and dealers should maintain a presence on these platforms to connect with this generation of shoppers. Pay

who identify as being influenced on their purchases: PRODUCT

GENERATION Z

ALL SHOPPERS

Equipment

72%

66%

Footwear 71%

59%

Apparel 71%

62%

Since Gen Z shoppers are impressionable, retailers should feel encouraged that the in-store shopping experience can influence purchases. Gen Z is more prone to change as 49% said they would change their mind for a good sale or price.

According to NSGA’s annual sports participation study, nearly 50% of people are willing to trade up or be influenced for add-ons to their purchase. The study found 46% of Gen Z shoppers would change their mind if they saw something better, which has 100% to do with the retail environment. Retailers should think about how their store is influencing purchases. How often do they change the layout of their stores and displays? How can you make the experience stronger to help influence and aid in the purchase process?

Instant Gratification: Gen Z values instant gratification. They tend to showroom (browse/shop in-store, then purchase online) less than the average sporting goods shopper. Ways retailers can help

attention to their activity and incorporate trends or products into

minimize showrooming are:

your business.

• Exclusive In-Store Items

• Product Reviews

Buying Behaviors: Gen Z shoppers are generally more open

• Digital Coupons

• I n-Store Experience and

minded when considering what to purchase and more open to product suggestions. This generation of shopper also places more of an emphasis on the in-store experience. Their top sources for product information are in-store displays, coach/trainer recommendations and feedback from friends.

Research has found that the ability to see and try on items is the most important element of the in-store experience as 9 of 10 Gen Z sporting goods shoppers visit a physical store before making a 18 | NSGA NOW

®

>> January/February 2022

• Price Matching (removes the need to go to another store/buy online)

Engagement • Loyalty Programs • Discounts

Connect with Gen Z: This is a large audience and understanding them is critical to your business. They are not so unique that all else goes out the window, but strategies must be put in place to maximize their return. Retailers can redefine how they promote value and find ways to demonstrate it to customers besides discounts or sales.

APPLY NOW

for a 2022 Management Conference & Team Dealer Summit Scholarship

Scholarship includes: • Registration fee for the 2022 Conference & Summit • Accommodations for Sunday, Monday and Tuesday • Daily breakfasts, luncheons, receptions and Sporting Goods Industry Hall of Fame Dinner and Induction Ceremony

Application deadline is January 21, 2022 Only NSGA team dealers and retailers members are eligible

Learn more and apply at nsga.org/2022scholarship

Registration Opens January 11, 2022 May 22 – 24, 2022 | Scottsdale, Arizona

JOIN US AT 2022 NSGA MANAGEMENT CONFERENCE & TEAM DEALER SUMMIT

• Develop and grow business relationships through SPEED NETWORKING

• Make lasting CONNECTIONS with Retailers, Team Dealers and Manufacturers • LEARN what’s new and what’s ahead in the sporting goods industry

nsga.org/conference2022

RETAIL NOW X X X

X

Signs of the Times: Help Wanted

By Ritchie Sayner Advanced Retail Strategies The sign in the store window reads: Help Wanted - Please Apply

According to Craig Johnson, founder of the retail advisory group

or Now Hiring - Join our Team or some variation of those words,

Customer Growth Partners, “The growth in demand for retail services…

all with the same urgent plea…we need help and we need it now!

has been far stronger than the growth in the supply of labor needed.”

As of September, the labor force participation rate stood at 61.5%,

There has been a sales increase of nearly 14% in general

down from 63.3% pre-COVID, according to the U.S Bureau of

merchandise, apparel and food purchased for consumption at

Labor Statistics. That reduction amounts to about 4 million people

home, not including gas, cars, and restaurants, from January to

currently NOT in the labor pool. It isn’t difficult to understand why

September of 2021 compared to the same time in 2020. When you

retailers (and other businesses) are having such a difficult time

couple this with roughly 4 million fewer people in the labor pool,

finding people willing to work when you break it down. Clearly

logic would indicate that things are out of balance.

there are plenty of jobs available, but few interested takers. And it’s not just retail. A growing number of folks today simply don’t want to work - period.

Most people understand why retail sales are up sharply this year, even given the continuing supply-chain issues. What many retailers are scratching their collective heads over is why they can’t find, Continued on page 22

NSGA NOW ®

>> January/February 2022 | 21

RETAIL NOW Continued from page 21 and keep, good help or any help. Some of the reasons include government aid, continued concerns about COVID and what has been termed “the underground economy.”

Initially some folks found that they were better off financially by simply choosing not to work. Others were forced out when faced with the lack of childcare options. Regarding COVID-19 considerations, some voluntarily left the workforce because of mandatory vaccination requirements from some companies or even mask mandates.

Another contributor is the ever-growing cash economy. If someone is working and being paid in cash, those figures do not show up on the government statistics. In many instances, those “cash” jobs pay

rising.” The increase in older workers is driven by healthier, better

more than retail can and the recipients are still eligible for stimulus

educated baby-boomers with a longer life expectancy. They have

checks since the government has no visibility to this segment of the

chosen to continue working out of financial necessity or merely

workforce. The agriculture sector, and in particular the continued

for something to do part-time. Retailers might be well-served to

growth of marijuana, is a significant contributor.

“The estimates are that the underground economy is 7-8% of the total economy,” said Andrew Challenger, the senior VP of Challenger,

focus their recruitment efforts on this segment of the population.

This group tends to be hard working and reliable. In other words, they show up for work when scheduled and rarely ask for time off.

Gray & Christmas, an outplacement and career transition services

Most retailers tend to gravitate toward younger people to fill the

company in Chicago.

scheduling voids on the selling floor. Since this isn’t always possible

With the retail sector being the single largest employer in the country, it’s easy to see how the labor shortages affect the industry.

The Ripple Effect Johnson estimates that retail accounts for nearly 25% of all jobs.

“According to the U.S. Department of Labor Statistics, of the 154 million people working across all sectors in 2020, approximately 14.9 million were in-store retail workers,” Johnson said. “Another 5.6 million worked in wholesale and 5.5 million in transportation and warehousing.”

What this means is longer lines at stores, fewer workers to help

these days, other options need be considered. For the sporting goods industry, the hiring gap for certain sports, say hockey for example, might be mitigated by considering adult-league players, retirees or even hockey moms.

I spoke with Traver McLeod, owner of Hockeywolf, a member of NSGA’s Hockey Dealers Association division with locations in Montana and Washington. McLeod is finding success using program directors and coaches, as well as hiring older employees, citing the fact they tend to be more stable and service oriented. He also mentioned he can accommodate older workers with four-hour shifts versus the typical eight hours, which has helped to fill his schedule.

customers, longer delivery times and less products on the shelves.

Ritchie Sayner

Recent data for October 2021 had retail sales up 1.7% even with

Sayner has spent the past four

the issues being discussed. The main driver appeared to be early

decades helping independent

Holiday shopping because of concerns over product availability.

retailers improve profitability.

Solving the Problem It would seem logical that the easy remedy for labor shortages, assuming the issue truly is one of supply and demand, would be to increase the base pay. In some instances, this works but not in all. Hiring bonuses have also been used to entice workers as well as flexible hours.

By 2030, 9.5% of the civilian labor force is projected to be over the age of 65, according to a recent U.S. Department of Labor Statistics report. The report says that “not only is the share of older people in the labor force growing, but their labor force participation rates are 22 | NSGA NOW ®

>> January/February 2022

In addition to speaking to retail groups nationwide, Sayner is a regular contributor to retail industry publications. Prior to embarking on his retail consulting career, he was the general merchandise manager for an independent department store in the Midwest. Ritchie is a graduate of the University of Wisconsin-LaCrosse. He is also the author of the book, “Retail Revelations-Strategies for Improving Sales, Margins, and Turnover.” He can be reached though his website at www.advancedretailstrategies.com.

INDUSTRY NOW Paul Prince, Prominent Figure of NSGA Team for Four Decades, Passes Away

Certor Sports Moves to Indiana, Names Heidenreich CEO

Paul Prince, who was a prominent

Certor Sports is moving its global

figure at the National Sporting

headquarters to Plainfield, Indiana

Goods Association (NSGA) and in

with Jim Heidenreich taking over

the sporting goods industry for four

as Chief Executive Officer. Certor said its move will immediately

decades, passed away after a battle

create more than 300 local jobs in suburban Indianapolis.

with cancer on December 14, 2021.

The new 230,000-square foot facility will be the home for some

Prince was one of the longest-

of the most iconic performance and sports brands in the country,

tenured staff members in NSGA

including Schutt and VICIS helmets. Other brands under the Certor

history at 39 years. He was involved

umbrella include ProGear, Tucci, Hollywood Bases and Adams USA.

with NSGA’s trade shows when he

Certor will also operate a state-of-the-art R&D facility in Seattle,

joined the association in November

featuring the latest testing equipment set forth by the NFL, Major

1970 and was Vice President of Business Development when he

League Baseball and other leagues to help design and innovate

retired on Sept. 30, 2010.

protective equipment and sporting goods.

“We are very saddened about Paul’s passing and express our

Heidenreich spent more than 30 years in executive leadership

heartfelt condolences to his family, friends and those he worked

positions with leading consumer, health and sporting goods brands,

closely with at NSGA and in the sporting goods industry,” said Matt

including Riddell Sports and Mongoose Bicycles. He will serve as the

Carlson, NSGA President & CEO. “Paul played an instrumental role

first CEO for the company, which was formed in 2020 by Innovatus

in the success of NSGA’s trade shows by developing relationships

Capital Partners, LLC.

in the industry that lasted throughout his career. He also played a key part in the transition of the association to continue serving its members and the industry as the days of large industry trade shows came to an end at the start of the 21st century.”

A graduate of the University of Miami in Florida, Prince joined NSGA

Mueller Partners with Handy Gym Mueller Sports Medicine announced an exclusive partnership with Handy Gym™, which is billed as the smallest gym in the

as an executive assistant in 1970. He became NSGA’s Assistant

world. Handy Gym™ uses unique NASA-

Trade Show Manager and his first NSGA Convention and Show was

engineered flywheel technology to create

in 1971 at Chicago’s McCormick Place, which was rebuilt after a fire.

resistance without the use of heavy,

Prince was elevated to NSGA’s trade show manager in 1985 after

cumbersome weights. The lightweight design at two pounds makes

the death of his boss, Robert Youngblood. In 1992, Prince became

it portable and versatile for a variety of different needs.

Vice President of Trade Show Services. During his tenure, NSGA

Mueller Sports Medicine is a long-time supporter of the NSGA

hosted two trade shows on a regular basis for years, with the

Management Conference & Team Dealer Summit and has been

Chicago show among the 10 largest shows in the country and the

an NSGA member since 1966.

Fall Market in Anaheim, California among the top 25. He was also Prince was recognized as a Certified Exposition Manager (CEM)

New Balance Establishes Athlete Advisory Board

from the International Association of Expositions and Events

New Balance established the New Balance Athlete Advisory

(IAEE). He was an active member of the Major Association of Trade

Board that will be led by former professional baseball player

Show Managers (MATSO) and Friends of McCormick Place, which

and community activist Curtis Granderson and Olympic Bronze

worked with the Chicago Convention and Visitors Bureau and

Medal Winner and nine-time National Champion middle-distance

involved in a third regional show NSGA hosted in Chicago.

McCormick Place labor unions to enhance trade show experience

runner Emma Coburn as Co-Chairmen. Team New Balance

for exhibiting companies.

athletes supporting Granderson and Coburn as board members

When NSGA exited the trade show business in 1999, Prince moved

are professional baseball player Francisco Lindor, professional

into the business development role he held until his retirement in 2010.

runner Brenda Martinez, tennis star Milos Raonic and professional basketball player Darius Bazley.

NSGA NOW ®

>> January/February 2022 | 23

LOCKER ROOM NOW NSGA National Rules Updates for 2022

USA Hockey

The National Sporting Goods

USA Hockey recommends that players wear a neck laceration

Association (NSGA) conducted

protector and choose a design that covers as much of the neck

its annual check on rule changes

area as possible. While the neck laceration protector is only

affecting uniforms and equipment

recommended, adding that language to the rule book may generate

with the national governing bodies

more inquiries regarding products on the market.

for sports. Here are changes NSGA has been informed of for 2022 as of press time.

USA Softball

USA Gymnastics Athletes participating in the USA Gymnastics’ Women’s Artistic Development Program will be permitted to wear bike shorts with their leotards in competition. This change provides another option

USA Softball made a rule change

as athletes could previously wear leotards or full-length unitards.

where any items added to the bat grip, such as a “choke-up” device,

Elite-level (National Team) athletes will continue to be governed by

no longer must be securely attached with tape. The previous rule

the International Gymnastics Federation’s uniform policies, which

required these items to be taped to the grip.

limit competition garb to a leotard or full-length leotard. Women’s

USA Softball also came up with a common spec for the 12-inch fast

artistic gymnastics is the largest of USAG’s five disciplines (women’s

pitch ball that will be in full effect in 2024. USA Softball worked with NCAA and NFHS on this new, common specification: Rule 3, Section 3A: The 12-inch fast pitch ball will have the following specifications: Size: 11 – 12¼ inches, Weight: 6.50 ounces–7.00 ounces, Compression: 275.0 pounds– 375.0 pounds, COR: .470 Max, and Dynamic Stiffness: 7500 pounds maximum.

USA Lacrosse For high school boys only starting in 2022, the home team must wear a white Jersey and the visiting team must wear a non-white jersey. For high school girls goalies, the requirement of wearing shin guards was eliminated. The rule requiring boys field players to wear shoulder pads designed for lacrosse that meet NOCSAE standard ND200 took effect January 1, 2022.

PONY Softball Regarding the PONY Softball Rule 3, Sec. 11 on Equipment/Jewelry - All exposed jewelry such as stud earrings, piercings, non-metal bracelets, necklaces, hair beads and metal hairbands are legal. This includes medical alert bracelets and necklaces. Hoop earrings and metal bracelets are not allowed.

Other than asking a player to remove an illegal piece of jewelry, there is no penalty unless the player refuses to do so, then the player will be restricted to the dugout for the remainder of the game.

AAU Hockey Adult inline AAU hockey players will be required to wear face protection either with a cage, full shield or half-shield.

artistic, men’s artistic, acrobatic, rhythmic and trampoline and tumbling) and features performances on the vault, uneven bars, balance beam and floor exercise apparatus.

Similarly, non-elite athletes competing domestically within USAG’s acrobatic gymnastics program will also be able to wear bike shorts in competition. Acrobatic gymnastics features multiple athletes performing choreographed dance, strength and agility skills set to music. Divisions include men’s, women’s and mixed pair, and men’s (4 gymnasts) and women’s (3 gymnasts) group.

PONY Baseball PONY Baseball changed rule 8-C-1 (with the revisions in bold type).

Bats manufactured specifically for use in tee ball shall not be used when the ball is pitched by a player, coach or pitching machine, unless using a Level 5 or less safety ball. Coach pitch bats will only be used in coach pitch using a Level 5 or less safety ball. The penalty is removal of the bat only.

Dixie Youth Baseball Rule 1.10–(c) Tee Ball Bats – Tee Ball bats will be stamped with the USA Baseball Mark and the language “Only for use with approved tee balls.” Bats stamped for Tee Ball (T-Ball) play can only be used with low compression balls due to the manufacturing standards for these bats. Any bat stamped for Tee Ball (T-ball) play cannot be used in games played using a regular baseball that is pitched to the batter in any division of Dixie Youth Baseball.

National Amateur Baseball Federation The NABF patch will no longer be required on the jersey.

NSGA NOW ®

>> January/February 2022 | 25

RIGHT PRODUCTS UNIFORMS & SPIRITWEAR READY TO SHIP

MODEL SHOWN WEARING: TOP: 143000 PERF. FLEECE TOP: 145400 PERFORMANCE SLEEVELESS HOOD FLEECE HOOD BOTTOM: 147800 PERF. FLEECE BOTTOM: 147500 JOGGER PANT OPEN BOTTOM PANT

MODEL SHOWN WEARING: TOP: 750E ELUSIVE JERSEY BOTTOM: 6857P ICON PANT

FounderSport.com

MEMBER SPOTLIGHT NOW

GIVE ME 5 WITH

Allen Reynolds Cook’s Sporting Goods, Team Sales Manager, North Wilkesboro, North Carolina

Family Legacy in Industry My father, Paul Reynolds, worked in team

Navigating Supply Chain Issues

sales for Cook’s for over 34 years, so you

We are doing this very cautiously to say

Benefits of Attending NSGA Management Conference

could say I grew up in this business, even

the least. Educating the customer about

The NSGA Management Conference and Team

though I have only been here for 10 years.

possible inventory issues is a priority. I feel

Dealer Summit has been hugely beneficial for

The relationships with my customers are the

our vendors are doing a great job keeping us

myself and Cook’s. The conference is a real

most enjoyable. Having customers turn into

informed and giving us tools to keep better

energizer and the information and ideas I have

lifelong friends is what drives me every day.

track of what is available.

brought back have influenced several business decisions. I highly recommend other vendors and dealers to attend the conference in the future.

A Vital Part of the Community With relationships being so important to us it’s natural that the relationship with the community is a priority. We feel it must be a symbiotic relationship and not a parasitic one.

We hope for and depend on support from our community (which we do have to earn) but we must give back to be a part of the community as well. We have a scholarship in James Cook’s memory and raise money and contribute to local nonprofits and organizations. The latest and largest contribution the Cook

Balancing Retail and Team Sales as Cook’s Celebrates 75th Anniversary

College Education Promise scholarship, which

Sometimes we feel like it’s insane to have retail and team sales under one roof, but between

provides free tuition to every Wilkes, Ashe

the two we can share resources and have a bigger impact on our buying capabilities. Both sides

and Alleghany high school senior with at least

help each other, when one side is down, the other side picks up the slack. We all wear many hats,

a 2.0 GPA. We felt that this was an amazing

everyone pitches in to make things work and that makes us a stronger company.

opportunity to invest in our (Wilkes) County.

family has made is to the Wilkes Community

NSGA NOW ®

>> January/February 2022 | 27