NSGA NOW - March/April 2022

Volume 11 | No. 2 | March/ April 2022

A PUBLICATION OF THE NATIONAL SPORTING GOODS ASSOCIATION

Title IX at 50 Panel Discussions with Female Industry Leaders Girls Flag Football, Wrestling, Hockey Gaining Traction Athletes Unlimited Unique Pro Opportunity for Women

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TABLE OF CONTENTS

CEO NOW 4 Sky is Now the Limit for Female Athletes LEADERSHIP NOW 6 Title IX Paves the Way for Major Sports Leadership Opportunities

RETAIL NOW 10 Women Succeeding at High Levels on the Retail/

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PARTICIPATION NOW Athletes Unlimited is a unique concept which empowers female athletes with professional opportunities in a variety of sports.

>> Photo by Bruce Miles

Team Side

INSIGHTS NOW

Female Participation by Decade; Female Growth Sports Vital to Industry Success

OPERATIONS NOW 20 Women Leading the Way for Manufacturers/Brands HISTORICAL NOW 24 Looking at NSGA in the Early Days of Title IX HISTORICAL NOW 25 Some Key Moments in the Evolution of

30 32 37 40 42 43

Women’s Sports

PARTICIPATION NOW Flag Football, Ice Hockey, Wrestling Growing for Girls PARTICIPATION NOW WeCoach Helps Mentor Women’s Coaches

RECOGNITION NOW

Iconic Women in the Industry Became Hall of Famers

INDUSTRY NOW

ASB Rebrands as Game One; NSGA Members Win Bauer Awards

LOCKER ROOM NOW

Recap of NOCSAE Winter Standards Meeting

MEMBER SPOTLIGHT NOW

Give Me Five With Loreena Miceli, The Bench NSGA NOW ®

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CEO NOW In September a team captivated the city of Chicago and had thousands of people dreaming about a championship

NSGA OFFICERS

celebration.

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

These dreams coming true weren’t for one of the city’s Major

Treasurer/Chairman-Elect Greg Miller Game One, Bozeman, MT

The excitement and attention were for the Chicago Sky, the

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 SV 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

League Baseball teams whose seasons were nearing an end or the National Football League team just beginning its schedule.

Women’s National Basketball Association (WNBA) team which finished a surprising run to its first title before raucous sellout crowds on national television.

It would have been difficult to imagine this happening just 50 years ago when the landmark Title IX legislation was enacted into law on June 23, 1972. Title IX prohibited sex-based discrimination and opened doors for so many girls and women to enjoy the physical, mental and social benefits of participating in sports.

Youth, high school, and collegiate competition, which was previously limited to boys, was now open to young women. There was not blanket acceptance of the change – particularly at the high school and college levels – but pioneering female coaches and athletes fought for better facilities, equipment and uniform that was equivalent to their male counterparts. Unfortunately, it’s still not perfect, as we saw with the disparity in workout facilities and amenities between the men and women at the NCAA basketball tournaments a couple of years ago. But the women now have a more powerful voice and brought the issue to national attention to enact immediate changes.

The explosion of girls and women’s sports has made a significant and positive impact on our industry. These athletes needed uniforms and equipment tailored to them rather than using the same gear as boys. It helped to have women who understood this situation enter the industry and become prominent figures despite the challenges some of them talk about in this issue of NSGA NOW. Having professional role models is certainly inspiring as we see more women making inroads into men’s professional sports as officials, broadcasters, coaches and executives. Jen Welter, who paved the way for women NFL coaches and spoke at the NSGA Management Conference in 2019, Lauren Hobart (Dick’s Sporting Goods’ President & CEO) and Kim Ng (Miami Marlins General Manager) are just a few examples.

Sports that once seemed to be for males only, such as ice hockey, football and wrestling, are experiencing tremendous growth from young girls who don’t see any barriers to what they can do and accomplish. Not only is it good for business, it’s the right direction for our industry to head.

We hope you enjoy this NSGA NOW issue focusing on the impact of Title IX. We saw the effects here in Chicago during a downtown championship celebration. The Sky showed millions of girls that their team name is the limit to the dreams and possibilities they can experience thanks to a significant change a half-century ago.

Best regards, Matt Carlson | President & CEO

NSGA keeps members informed of standards set by NOCSAE (National Operating Committee on Standards for Athletic Equipment) which could impact their business. NSGA attended the NOCSAE winter standards meeting in January.

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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.

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LEADERSHIP NOW NSGA Roundtable: Women Leading the Way in College, Professional Sports

By Lizz McCrindle NSGA Communications and Social Media Manager

Dr. Jen Welter

Val Ackerman

First Female NFL Coach

Commissioner

First Female Running Back in Men’s Pro Football

Big East Conference

As the 50th anniversary of Title IX approaches, NSGA reached out to female leaders in positions of power and influence in the sports arena to discuss how the passage of Title IX and the opportunities that followed impacted their success on and off the field. Not surprisingly, these impressive women carried over many of the lessons and skills they learned playing sports into their professional careers. Perhaps most importantly, feel an obligation to help open doors for the next generation of female leaders.

We caught up with Val Ackerman, the Commissioner of the Big East Conference and former collegiate basketball player, and Dr. Jen Welter, the first female to coach in the NFL and a three-time Women’s Professional Football League (WPFL) Champion to understand how these successful women took what they learned from participating in sports and applied it to their professional and personal lives.

Welter also spoke at the 2019 NSGA Management Conference & Team Dealer Summit.

Q: Tell us a little about your current position.

Q: How did you get into your side of sports?

Ackerman: I have been the Commissioner of the Big East

Ackerman: I didn’t play organized sports until high school. I played

Conference since July of 2013 and this will be my 33rd year in the

field hockey, basketball, track and swimming in the summer. I

sports business. I began in this industry as a staff lawyer for the

received a partial basketball scholarship to the University of Virginia

NBA and worked very closely with (former Commissioner) David

and earned a full scholarship in my second year.

Stern as VP of business affairs. I was then appointed as president

Welter: Football is the best kept secret in sports, but I didn’t want

of the WNBA. As the Commissioner of the Big East, I am responsible for managing the collective interest of the Big East. That includes regular-season schedules, conference championships, national television deals with Fox Sports, promotional activities, compliance services to schools and officiating.

it to be a secret anymore. Although I was the first female running back in men’s professional football, I thought of it like, “I may be the one doing it, but I am doing it for everyone.” If you are the first to do something, it is an opportunity and a responsibility to not be the last. Do good and shift the culture. They don’t give opportunities,

Welter: I got the pleasure of playing football with the best women,

we make them. Guys who love the game of football get to see their

who became family. Those women provided support and motivation

daughters playing, which is a huge draw.

necessary to take a chance. I don’t have a specific position, but for the last four years my life’s journey has been to open doors for girls to play and learn the game of flag football and to give women the opportunity to coach by increasing access and opportunity and opening up the game of football.

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I was first offered the job to coach with the Revolution and turned the job down because there had never been a women’s coach in football, but I realized we needed women coaches on the field to validate that it is and should be possible. They all speak the universal language of football.

Q: Where did you get your passion for sports?

Ackerman: Growing up, my dad was a high school athletic director. He really nurtured my interest in sports. There were not a lot of organized sports opportunities for girls growing up, so we played with the neighborhood kids.

Participating on the community swim team was my first competitive sports experience. We competed against other community swim teams. My younger brother was also an athlete.

Welter: Growing up, my mom was a horseback rider and my dad was a collegiate wrestler. Both of my parents were very active and that passed down to me. Football was my first love, but I felt that girls couldn’t play, and it was foreign to me. So, instead I began playing and soon fell in love with tennis.

I could see women play on TV and they were powerful and strong, they looked like what I wanted and aspired to be.

>> Jen Welter chats with Tyler Grogan of Grogan-Marciano Sports after Welter’s speech at the 2019 Management Conference & Team Dealer Summit.

My tennis coach told me that I was too small to play professional

with different backgrounds and experiences. There are people with

tennis, so I shifted gears again, this time to team sports … where I fell

different talent levels and abilities that all work together to create a

in love with softball, volleyball and soccer. In high school, my main

play and ultimately win games. This creates a shared mentality that

sport was soccer. I loved the idea of playing team sports because the

is bigger than any one athlete or person. I felt invisible at times with

responsibility was not all on me. I didn’t have to do it all on my own.

all of the strong and supportive teammates around me who made

Q: How did your experience as a female athlete prepare you for success?

Ackerman: In many ways. I had to learn how to balance being a student-athlete while completing a demanding major. The juggling of responsibilities and time-management skills also were important when I became a parent. I have two daughters (ages 29 and 27) and they were infants when my career took off. Also, the general leadership training involved in being an athlete. I was a threetime captain at UVA, so I was thrust into a leadership role. I also experienced adversity, at the time UVA was a young program

my job easier. Take what makes you different and accentuate it.

Perfection is never there, you take L’s and that’s part of life. But if you stop there, you will never reach your full potential. It is a constant process of reinvention and learning. Being an athlete taught me to break down an opponent, identify what it is that I need to do to be/get better, assess both your opponent and yourself and then put all of the results into action.

Q: What do you feel are some of the biggest professional challenges you have faced as a woman in the sports field?

Ackerman: Motherhood and being a working parent. Trying to

without a lot of scholarship opportunities and the majority of the

juggle with having to take maternity leave for my children. People

schools we faced were from the ACC (Atlantic Coast Conference),

thought that I wasn’t going to come back from maternity leave. I had

which was more advanced at the time. In my fourth year at UVA,

to prove myself by being able to juggle all the demands of excelling

we were ranked 11th in the country.

at my job as well as being a parent. I didn’t have the helpfulness

Welter: It taught me resilience. Football taught me that it isn’t if you are going to get hit, but when. And you have to get back up.

Football champions diversity. There are people from all walks of life

of technology today, I had to physically be present all the time. It took a village while I was raising my kids. How we manage women with children is essential.

Continued on page 8 NSGA NOW ®

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LEADERSHIP NOW Continued from page 7 Welter: Women have been conditioned to accept the left-over

Girls are often behind the 8-ball from a developmental standpoint.

scraps; I was playing professional football for $1 a game. Coaching

So, when kids participate in a co-ed camp or league, girls often

football in the NFL taught me that it doesn’t have to be that way. It

have a less favorable experience because they are not as skilled

is important for women and men to come together and say, “let’s

as the boys. There are often different entry points to sports based

do right by women, not because it is the easiest thing to do, but

on your gender. It is essential that leaders put girls in positions to

because it is the right thing to do.”

be successful and feel good about themselves.

Q: How have you seen the industry make things better

Q: What advice would you give to the next generation of

for women?

women in the sports industry?

Ackerman: Technology makes it easier to balance personal life

Ackerman: Get involved with organizations such as Women

and work. For working mothers, they have the opportunity to call

Leaders In College Sports, a leading trade association for

into a meeting rather than needing to physically show up. Diversity,

intercollegiate athletes. I served on their board for a number of

Equity and Inclusion… the social currents are forcing employers

years. Additionally, look into sports management programs, I taught

to seek diverse workforce. Women are benefiting from societal

Sports Management at Columbia University and was impressed

trends. There are more women at the senior level, proof that it can

by the number of women participating. If you are interested in

be done. Growing up, I had no women role models in basketball

working in sports, having an understanding of sports management

league offices or teams. We serve as an inspiration to the leaders

will quicken the learning curve with networking opportunities and

following us.

placement programs. Finally, having male allies will be critically

Welter: Absolutely, patience is a virtue, but not one of mine. We

important. I had all male mentors and they helped get me into

can do so much more. Conversation needs to be had that people see we can and want to do more. An example of this is the NCAA Women’s Basketball Tournament and their treatment compared to

meetings and on boards. Men are still the gatekeepers for women because they are in so many of the leadership and decisionmaking roles. We rely on their sense of how women can make

the men. For women in sports, it is not surprising at all the way that

their company stronger.

women are treated, but still? I was glad that the world was brought

Welter: It isn’t just an “us versus them.” Don’t assume that boys

in to see the realities when it comes to the treatment of men vs.

don’t want you. Build bridges of awareness, the good men and boys

women, but it shouldn’t have to go viral for things to change. This

will lock arms and support your success. You are only as good as

is not an isolated incident; it is a systemic problem.

what you bring to the table. Develop allies, people that have your

Q: What can be done to get more women involved in

back. If the door is closed from the inside and there are only men

the industry?

Ackerman: Leading by example, those of us that have gotten where we are. If you see it you can be it. Mentoring, both formally and informally, I do both. I get offers to provide advice and I never say

on the inside it is important that we all need each other and want what is best for each other. The key is to DEVELOP VALUE. Q: What steps can female leaders today take to support and encourage the next generation of female leaders?

no, it is a chance for me to share my journey and offer my thoughts.

Ackerman: The mentoring piece, find time to offer an encouraging

Welter: Representation on and off the field. In movies and

word or make a hire. Fill a vacancy if all else is equal and you have

aspirational content, girls want to aspire to be like the heroes (just as boys do, but they are often featured in those roles much more often than girls/women). Four percent of the media coverage is women in sports. Girls just do not have the opportunities to see themselves in the role as often as boys. Celebrate and pay women athletes for a viable career and not just a hobby. Boys are more likely to get

a qualified woman or person of color. Do your part. It is on leaders to make opportunities. It is on women to put themselves in the best position possible. Set your eyes high and build a network to tap into. Nothing good comes easy, you have to work hard and make sacrifices. I gave up a lot to get where I am, some days I regret things, most days I don’t. If you want to be a leader, you have to accept

financial support from their family to pursue sports because it has

that and make the sacrifices because it’s on you to make it happen.

long been thought that boys will be more likely to get scholarships

Welter: Open doors for the next generation. My life’s journey is to

and ultimately go pro than girls. It is so important to put women

open doors for girls, such as the GrrridironGirls flag football league,

in these roles to pull girls eyes up to see the possibilities and then

and giving women the opportunity to coach. Provide access and

support them as they chase their goals. By nature, boys have more

opportunity to open up the game.

exposure to sports. From a young age, boys are throwing around a football or playing basketball with their friends or older siblings.

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RETAIL NOW NSGA Roundtable: Women Meeting the Challenges in Team and Retail

By Marty Maciaszek NSGA Director of Communications

Betsy Frey

Tracy Gibbons

Jenelle Hastings

Julia Sherman

Owner

Co-Owner/President

Part Owner

Owner/President

Holyoke Sporting Goods Holyoke, Massachusetts

Sturtevant’s Bellevue, Washington

Strauss Skates and Bicycles Maplewood, Minnesota

Bashor’s Team Athletics Portland, Oregon

Success is not easy for anyone involved in running a small business. There have definitely been additional obstacles for four women who have helped their local sporting goods businesses sustain their successes for decades. They shared their thoughts with NSGA. Q: How did you get into the business?

niece Stacey Weichbrodt. We added my brother Kirk as general

Frey: By default! Holyoke Sporting Goods started in downtown

manager in 2009. The three of us ran the business until late 2015

Holyoke in 1928 and my father, Ernest Brunault Jr., bought the business in 1954. I wasn’t allowed to work in the business growing

when we sold to Christy Sports. Jeff stepped away to pursue a new career while Stacey, Kirk and I stayed with the business.

up. Instead, my male cousin (my age) got to work in the store

Hastings: Being a family business, I quite literally grew up here

during the summer. However, it was through this experience that

at Strauss, which was founded in 1887 as a racing bicycle and ice

I learned the value of money and education. This motivated me to

skating blade manufacturer. John Strauss revolutionized skating

pursue a career in business management. After college, I found a

with inventions such as the rockered blade and the closed toe

job in my field of study but decided to go back to school and get

figure blade. Over the years Strauss added more and more retail

my MBA. This is when I started working in the store and decades

to manufacturing. Today Strauss Skates and Bicycles specializes in

later here I still am.

retail hockey, figure skating, inline skating, cycling, adaptive needs

Gibbons: I grew up skiing and racing at Crystal Mountain. Both

tricycles and custom embroidery and printing. Strauss is in its

my parents were big skiers and my dad patrolled at Crystal for 45 years so it’s what we did every weekend. I joined Sturtevant’s in

fifth generation of being a Minnesota family owned and operated business and is the oldest skate/hockey shop in the world.

1982 and one of the owners was Duncan Campbell, whose family

Sherman: I literally grew up in the store, which was founded in

also grew up skiing at Crystal, so that’s how I was introduced to

1944 as Frank Bashor’s Supplies Inc., the same way many kids do

the business. At a pretty young age I helped local reps with off-site

whose parents own a small business. My grandfather, Charles

event sales for many years. I was always more interested in the

Driggers, was a teacher and coach and had a passion for athletics

equipment side vs. apparel. From 1982 to 2007 I did essentially

so he purchased the business from the Bashor family in 1960. We

every job one could in a ski/snowboard store: engrave and mount

are now in the third generation of our family’s ownership and on

skis, receive inventory, sales associate, boot fitter, manager and

Saturdays when I was little I went to work with my dad and he would

buyer. In 2007 I bought the business with Duncan’s son Jeff and

bribe me to sweep the floors and break down cardboard boxes

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with the promise of a Rose’s cinnamon roll, the most epic, size of a

Gibbons: My family has always been passionate about skiing so

salad plate, cream-cheese frosting cinnamon roll. By the time I was

the initial passion was inherited. I love that skiing checks all the

12 or 13, I was putting masks on football helmets, taking inventory,

boxes: a family sport, an individual sport with many varieties and

pulling and shipping orders and running the dreaded heat press.

levels of competition and you can do it for a lifetime. My parents

After college my dad and I bought a small screen printing shop

are in their mid-80s and still skiing, and my kids enjoy skiing with

and I ran it with just a few employees until 2010 when we moved

them — not many sports offer this shared generational experience.

it into the same building as Bashor’s.

Hastings: I got my passion for sports from my parents and growing

Q: How long have you been in your current position?

up at Strauss. My father, Richard Charbonneau, is a National Hot

Frey: When my father retired in 1994, I decided to take the reins and purchased the business from him. In 2005 we were forced to move the business from our downtown location to a new building in the same city. We are a true hometown sporting goods store specializing in sporting equipment, custom uniforms and sportswear for local teams and corporations.

Gibbons: After selling the business to Christy Sports in 2016, I stayed on as the President of Ski PNW (Sturtevant’s, Ski Mart, SkiBonkers, Sturtevants.com) until June 2021, when I took on a new role within the Christy organization. I am now the Ski Hardgoods Category Merchandising Manager for all Christy Sports owned entities (Alpine and Nordic Skis, boots, bindings, poles, goggles, helmets, wax/tuning and boot fitting).

Hastings: When you have been here for most of your life, the years blend together, but I would say about 15 years.

Sherman: Since 2014, my title has been president, but I’ve always laughed a little when people would ask me what my job was, or what my title was, because I’ve always been a little bit of everything.

Q: Where did you get your passion for sports?

Frey: I was fortunate to play sports at a young age because of Title IX. Sports became a big part of my life not only because I played, but also because my dad owned a sporting goods store. Through my ownership of Holyoke Sporting Goods, I am able to combine my passion for sports with my talent for organization and business.

Rod Association (NHRA) Hall of Fame stock car driver and my mom is the quintessential hockey fan - she has had season tickets to the University of Minnesota games since she went to school there. I grew up the figure skater of the family and my brother, Matt Charbonneau, was the hockey player. Matt and I were lucky enough to grow up trying out new products and giving our parents feedback to share with manufacturers.

Sherman: I’m pretty sure it’s genetic. My parents were athletes and are pretty competitive… even when playing cards. They were both really active in the local youth sports community and coached several of the teams that I played on, and my dad served on the board of our local youth sports organization. So I grew up not just loving sports, and the camaraderie with my teammates, but also loving what it means to be able to give back and contribute to the communities and organizations that do so much for our local kids.

Because at the core, sports are so much more than just a game.

Q: How did your experience as a female athlete prepare for success in the business world?

Frey: Being a female athlete taught me how to be competitive, as well as how to act with good sportsmanship in wins and losses.

I have found these lessons correlate well to the business world.

Sports has taught me the importance of treating customers and coworkers with respect, persevering through hardship and always coming to work with a positive, driven attitude. In other words, running a business requires being a good team player.

Gibbons: Hard work and determination are key to my success as an athlete as well as in business. I had many injuries throughout my ski racing career, each taught me to fight for what I really wanted and how to be disciplined. And most importantly taught me to keep pushing even when I got knocked down. Being a competitive athlete requires being able to listen and learn from coaches, teammates and mentors. I try hard to bring this with me into business. Keeping the balance between “learning” and “mentoring” is the constant challenge and reward.

Hastings: In addition to figure skating, I also played soccer and then hockey in college. Stepping out onto a sheet of ice all alone

>> Betsy Frey is congratulated at Holyoke Sporting Goods after receiving a marketing award.

in front of hundreds of people forces you to gain a certain level of self-confidence and presentation. School figures taught me to Continued on page 12 NSGA NOW ®

>> March/April 2022 | 11

RETAIL NOW Continued from page 11 be a perfectionist. Freestyle skating taught determination and grit when you would fall so many times working on a particular jump that you could hardly sit in a chair at school the next day.

Synchronized skating taught me the value of developing as a team - in this sport the saying "you are only as strong as your weakest link" while sounding harsh is very relevant. Being a freshman put into the position of playing sweeper on the varsity soccer team forced me to find my voice. Jumping into hockey in college was a lesson in trying something new and that late is truly better than never. In combination these sports gave me the tools I needed to be successful in the business world.

Sherman: I think my experiences playing sports, especially softball in high school and college, helped me become more resilient to adversity and a better leader. As a hitter, you only succeed 3–4 times out of every 10 at-bats. So we learn to focus on the successes, and work hard to create more of those, and don’t let the little failures shape who we are. We also learn that sometimes when we fail, we are still contributing to the team. So that experience has taught me a lot about being intentional about the tone I set in the shop and the relationships that I have with both my customers and staff.

It’s also taught me to communicate clearly what the situation and expectations are with orders, especially in this new challenging world we are living in with supply chain issues.

Q: What are some of the biggest professional challenges you face in this industry?

Frey: Being taken seriously! I have been in this industry for a long time and started at a young age. Throughout this period, I have struggled many times because of my gender. Sometimes when I go to trade shows with my husband vendors address him and ignore me. Even when I go to events myself I have to speak up to get attention. When I’m working in the store I have to know my product better and work harder than a man would in order to be respected.

Gibbons: I feel fortunate to have been in the business for so long that at this point I have tenure, experience and knowledge that make my gender a non-starter. However, when I was younger, and on the sales floor more, I definitely encountered some challenges from customers. Looking back, persevering through difficult customers was probably the hardest part. Within the industry the few challenges I have faced have been overcome by my competitiveness to win and by taking control of what I can (my actions not theirs). I have always been competitive and love the challenge of being a female in a role that is, more often than not, dominated by men.

Hastings: For me, the biggest challenge I have experienced is that I process emotion differently than most men. My version of being really angry is not yelling, pounding my fists or swearing 12 | NSGA NOW ®

>> March/April 2022

>> Jenelle Hastings and her husband Shaun, pictured with their children, are instrumental in running Strauss Skates & Bicycles.

instead I may tear up and this looks weak. I have not experienced feeling disrespected or passed over because I am a woman. I also understand that my situation may not be the norm. Strauss has a history of women ownership and leadership going back over 100 years. When men were off fighting world wars, women were home keeping the business going. As long as I can remember, my mom, Liz Charbonneau, has been here at Strauss and I am thankful everyday that we have been able to run this business together, along with my dad and husband. When I got married, I took my husband's last name, but made Charbonneau a middle name. After we were married, my business cards very intentionally said "Jenelle Charbonneau Hastings." I am proud to be a Charbonneau in this industry because my parents contributed great things and their name showed where I came from. Fifteen years later, my name stands on its own in this industry and my current cards say Jenelle Hastings - I also am lucky enough to be able to have "Est. 1887" on there. Between the Strauss name, the history it stands for in the hockey and skating industry, the foundation set by my parents, the team of incredible staff they developed, and the lessons I learned through sports and growing up as the kid of small business owners, I came into this business set up for success.

Sherman: Perception has been the biggest challenge I’ve faced.

The perception that because I’m a woman (or at the time teenage girl), I couldn’t possibly know about football gear. I remember working in the summers during high school, and when the sales guys were busy, they’d send me upstairs in the warehouse to go pull football orders with coaches, and show them what we had in stock, and often times they’d have this look, like “is this teenage girl really going to help me with helmets and shoulder pads, and I bet she doesn’t even know what an SIP pad is.” Several years later, one of the first buying shows I attended without one of our other

sales guys, my husband tagged along for the trip. Now he’s not in the industry at all, and honestly not even really a “sports guy,” but hey who doesn’t want to go to Cali in November. He walked the show floor with me, and when we would approach a booth, the reps, would automatically start talking to him, and he’d just answer that he had no clue and that his wife was the owner and buyer for the business. Today, I don’t feel like there are specific challenges that I face based on my gender. I’m not shy, I’ll ask for help when I need it, introduce myself to coaches and reps, and try to brush that little chip off my shoulder when someone calls in and repeatedly asks to talk to a salesman about a football helmet.

Q: Have you seen the industry make things better for women?

Frey: I think the industry has started to accept women and take us seriously. We proved we have the ability and perseverance to succeed. We showed that we can do our jobs and not be ignored.

>> Julia Sherman has continued to make Bashor’s a fixture in Portland, Oregon for nearly 80 years.

I would say, “Women make the sports industry better.”

Sherman: I do think things are changing and starting to get

Gibbons: During my tenure in the industry, a handful of companies have worked with women to develop and/or promote their brands, but in most cases it seemed like a short-term plan. Over the past five or so years it feels like a lot more brands are making longterm commitments to their women’s products, and that includes bringing more women into the process from product development, engineering, graphics, to final delivery. I see this as a real plus.

The toughest question I get asked is, “are women specific products better for women?” I hate to answer because I struggle with putting everyone in a class only by gender. There is so much that goes into a product and every person is different. But, I believe when a company truly engages with women in product

better for women in athletics. We now have women on NBA coaching staffs, in the front office, and the GM of an MLB team.

Seeing women succeed at these elite levels continue to inspire the younger generations to dream big and know it’s possible to break barriers. These women inspire girls in a similar way that Billie Jean King inspired an entire generation of girls in the early ‘70s. These women help change the perception that this is a boys club, and I think it really encourages the old guard to take a second look when a woman applies for a position, and encourages them to train and mentor them.

Q: What are some of the areas where the industry needs to make more progress for women?

development, from beginning to end, these are the most likely

Frey: Now that women have been part of the sports industry

products to fulfill the most needs for the most women, and

for some time, more women need to be considered for upper

sometimes that means the product is significantly different

management positions. It’s not just a “man’s world” anymore.

than the men’s/unisex version, and sometimes it is essentially the same. Ultimately whatever product helps the participant be the best they can be no matter their level of participation or gender should be the goal. I believe having women intimately involved in the entire process, and not just on women’s-specific products, will continue to improve the products for everyone who participates in snow sports.

Hastings: Bauer Hockey has several women in the upper management of their company and they are highly respected in the industry — I think this is a powerful visual for all the dealers they work with and the industry as a whole. Also, women's hockey has really developed since I was a kid to the point where it is a demographic within the industry that is talked about and valued by both manufacturers and dealers.

Gibbons: There are a lot of women in our industry, just not a lot on the hardgoods side of the business. I think of it as the “Math and Sciences” challenges they speak of in schools. Girls/women are absolutely capable of doing amazing things in this field, we just need to invite them in, encourage them, and mentor them.

Hastings: While girls hockey has grown immensely since I was a kid, now, at least in Minnesota, we are having trouble retaining girls participation through their teenage years. I do not think anyone can pinpoint why this is and we need to work on this. Also, many high schools have added girls hockey programs and have both junior varsity and varsity teams. While this seems like a good thing, it can be a challenge when they need to take seventh and eighth graders from their youth programs to fill the spots on the JV/varsity rosters.

Continued on page 14 NSGA NOW ®

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RETAIL NOW Continued from page 13 Q: What can be done to get more women involved in the industry?

Frey: I think it’s very important to show the wide variety of positions available in the sporting goods industry. There are so many sides to

Hastings: This is a fun industry to be in! Take all those skills you learned from sports and apply them to your professional career — build up the people you work with, make personal connections and you will win together.

it. It’s not only about being able to play sports. Just because you’re

Sherman: I think most of these are a little cliché but they all apply.

not an athlete doesn’t mean you can’t work in the industry. There

Have a thick skin, and don’t take it personally if someone treats

are sectors such as product research and development, marketing,

you like you don’t know anything, just continue to work hard, learn

sales and many others. Even people who don’t like playing sports

as much as you can, and even the skeptical will come around and

can still have an impactful role.

become some of your best customers and friends. Know what you

Gibbons: Ironically, I think COVID may be helping with this more

want and go after it. Don’t listen to anyone who tells you that you

than anything. As more and more folks are realizing they want to work in a field they are passionate about many are passionate about the outdoors (and skiing) right now. They are willing to put their efforts where their hearts are, not necessarily where the biggest paycheck is. It starts at the retail level, bringing more women onto the sales floor, and encouraging them to learn about and sell both hardgoods and softgoods. Encouraging their interests and supporting them as they advance and move up within the industry.

Hastings: Most of the people who work in the hockey industry are here because they have a personal connection with the game of hockey. To get more women involved in the industry, I think we need to work on diving into what is making girls leave the sport in their teenage years.

Sherman: I think the industry is moving in the right direction, with women’s athletics in particular the introduction of the NIL (Name Image Likeness) deal with the NCAA will give more athletes the opportunity to not only earn income, but to establish relationships with some of the manufacturers and vendors in our industry and provide a pathway for those who want to pursue a career in athletics, whether that is coaching or on the industry/sales/

can’t succeed in this industry. There are plenty of people who will mentor you, seek out those people.

Q: What steps can female leaders today take to support and encourage the next generation of female leaders?

Frey: Women need to be encouraged to follow their interests and not let anyone tell them that it’s not a job suitable for a woman.

Gibbons: What may feel small or insignificant to you may shape someone else’s future in a positive way. Empower and mentor and/ or volunteer when and where you can.

Hastings: At this point in my life, I have moved onto coaching my kids. I see youth sports as a tool for creating good kids and future leaders so get involved with girls in sports and help them gain the confidence and skills they need to succeed in life. Professionally, I do not view myself as a woman who is a victim of any kind of discrimination, I view myself as a professional who is judged not by my gender, but what I can bring to the industry. Carry yourself as a professional, treat people with respect, speak truthfully with confidence and doors will open for you.

Sherman: Mentor them, provide internships and lead by example.

Support programs in your community that encourage the same.

manufacturing side. For our business, I often hire high school and college kids for summer help, keeping those on who have potential to do more within our company for help throughout the school year.

Q: What advice would you give to the next generation of women in the sports industry?

Frey: You don’t have to be an athlete to work in the sporting goods industry. It’s a business just like any other. The most important thing is having the knowledge and passion for what you are doing.

Gibbons: Women in sports is empowering — no matter the level.

Follow your dreams, work hard, listen and learn and remember losses/failures/missed goals are just a part of the journey. Be persistent and passionate about what you pursue. What you learn from sports can help you throughout life.

14 | NSGA NOW ®

>> March/April 2022

>> Sturtevant’s has been a go-to store for outdoor enthusiasts in the Seattle area for nearly 60 years.

INSIGHTS NOW Analyzing Female Participation by Decade

By Nick Rigitano NSGA Director of Insights and Analysis NSGA’s Historical Sports Participation Report offers a wealth of participation data for a wide variety of sports and recreational activities, with many dating as far back as the 1980s. Because NSGA has been careful to keep the survey methodology largely unchanged from year-to-year, it allows us the unique opportunity to trend the data across decades and glean insights from the analysis. Looking at participation by decade allows us to take a step back and better understand the bigger picture of how certain sports/activities have fared over time.

Figures 1, 2, and 3 in this article provide a look at the average levels of yearly female participation by decade for select sports/activities. Please note this is not an exhaustive list and just because a sport is not included in a particular chart does not mean it has not been growing or decreasing. For a complete synopsis of female sports participation, please be sure to check out NSGA’s Historical Sports Participation report at nsga.org.

On a positive note, Figure 1 features sports and activities which have experienced increases in female participation since NSGA began tracking them in the 1980s. The sports and activities in Figure 2 had more modest changes in terms of percentage than those in Figure 1. Interestingly, the sports and activities in Figure 2 all had similar trajectories over the four decades, increasing in the 1990s

The recent start of a new decade provides opportunities for some

and 2000s before declining in the 2010s. Lastly, the sports and

sports/activities to continue growing female participation while

activities featured in Figure 3 have all experienced significant

others hope to reverse the downward trends experienced in

declines in female participation since the 1980s, with all but tennis

previous decades. NSGA’s updated participation numbers for the

seeing decreases with each successive decade.

year 2021 will be available later this spring and will provide insight on which sports/activities performed better than others.

16 | NSGA NOW ®

>> March/April 2022

Female Growth Sports Vital to Industry Success

By Nick Rigitano NSGA Director of Insights and Analysis Females accounted for 44 percent of all sports participation in 2020 based on the 64 sports and recreational activities tracked by NSGA. There is no doubt female participation in sports is instrumental in contributing to the success of the sporting goods industry.

Figure 1 provides a look at 10 sports and activities tracked by NSGA that have been experiencing growth in female participation over the last 5 years (2015-2020). Leading the charge in terms of percentage change is Pickleball (+105%), for which the number of female participants has more than doubled since 2015. Most recently, there were 1.2 million females who participated in the activity during 2020. Kayaking also experienced strong growth over the same period, rising 41 percent to 5.9 million participants in 2020.

The top wheel sport in terms of percentage growth over the 5-year period was mountain biking (off road), increasing 31 percent to 2.6 million females. Shooting sports have also fared well during this time, as hunting with bow and arrow rose 30 percent to 1.6 million females and hunting with firearms rose 20 percent to 3.5 million female participants.

Rounding out this list of 10 growth sports was snowboarding (+19%), hiking (+16%), bicycle riding (+14%), skateboarding (+13%), and golf (+12%). It is important to note this list of 10 sports experiencing growth among females is not an exhaustive list. For more information on additional sports and activities experiencing growth among this demographic, be sure to check out NSGA’s Sports Participation in the US report which can be purchased on the NSGA website at nsga.org.

NSGA NOW ®

>> March/April 2022 | 17

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OPERATIONS NOW NSGA Roundtable: Women Leaders of Sporting Goods Brands

By Lizz McCrindle NSGA Communications and Social Media Manager

Carleen Gray CEO STAHLS’

Rachelle Manning Channel Manager SanMar

Laura St. George Vice President Sales and Marketing GARED

In advance of the 50th anniversary of Title IX on June 23, NSGA spoke with three female leaders in the sporting goods industry to discuss the impact of the legislation, the benefits and skills that translate from participating in sports to the business world, what the future of sports and the sporting goods industry looks like for women and much more.

We sat down with Rachelle Manning, a former collegiate softball player and current Channel Manager for SanMar, Laura St. George, Vice President of Sales and Marketing for GARED and managing partner and member of the Board of Directors for GARED Holdings LLC and Carleen Gray, CEO of STAHLS’ and long-time member of the STAHLS’ leadership team, to learn how these successful women were able to translate the lessons they learned from their involvement in sports into a foundation to build their professional careers.

Q: Provide some background on your current position.

UltraColor MAX digital to film transfers, as well as the holders of

Gray: STAHLS’ is known as a company which helps its customers

over 100 patents.

succeed, no matter how large or how small. We provide garment

Manning: I run the sporting goods division for SanMar and have

decorating and customization solutions as a leading manufacturer,

been with the company since 2013. The people that work on

distributor and direct supplier. Headquartered in Michigan, our

my team all come from other manufacturers and suppliers in

affiliates and subsidiaries include: heat transfer manufacturing,

the industry. I am responsible for operation of the new website

sports printing supplies, heat transfer adhesives and films

sanmarsports.com. The slogan is “What do you wear on gameday.”

manufacturing, heat press equipment manufacturing, artwork

The new website has all the resources and assets that you need

services and software, digital media, licensed goods specialist and

for how we provide gameday/spirit and fan-wear.

decoration fulfillment services. As the largest, most progressive manufacturer of digital and custom screen-printed transfers in the world, we provide a competitive edge to garment manufacturers and decorators of all sizes. You can’t pass a sports field anywhere in the world without seeing a STAHLS’ name or number. Team uniform suppliers have been calling on STAHLS’ since 1932. We work with licensed brand holders, garment manufacturers and professional sports leagues, as well as serving small to medium-sized garment decorators around the world. We are the inventors behind CADCUT® heat transfer vinyl, Hotronix® heat press equipment and 20 | NSGA NOW ®

>> March/April 2022

St. George: I have been with GARED for 20 years and it is celebrating a Century of Sport in 2022. Our founder, Alvie Sandeberg, changed the standard for how basketball was played in 1936 with the development of the no-tie net attachment, which continues to be the most common means to connect a net to a rim today. Throughout our 100-year history, GARED’s innovative approach to sports manufacturing has helped modernize the athletic experience. Over the past 20, we have applied our manufacturing and engineering expertise into expanded sporting categories including soccer, lacrosse, volleyball, pickleball, architectural builds, seating and more.

St. George: Collegiately, I primarily studied the subject of marketing with an emphasis of the integration of statistics and consumer behavior. I had the opportunity to intern with the Saint Louis Zoo’s fundraising, events and sponsorship division. I began my post-collegiate career in the architectural market focusing on building CRM databases, bestpractice guidelines and brand-identity programs.

My exposure to project-portfolio building led me to discover GARED in St. Louis.

Q: Where did you get your passion for sports?

Gray: There’s no single reason — there are an infinite number of reasons why I love sports. I’ve seen firsthand the joy young children — or people >> Rachelle Manning of SanMar leads a discussion during Speed Networking at the 2019 Management Conference & Team Dealer Summit.

of any age for that matter — get when they are handed their first custom jersey. Participating in sports creates a sense of belonging and

Q: How did you first get into the sporting goods industry?

accomplishment, whether you are a player or a fan. One of my nieces

Gray: I have been the CEO of STAHLS’ since 2018 and a long-time

played college soccer and this experience provided opportunities

member of the STAHLS’ leadership team. Prior to this appointment,

to travel, overcome adversities and learn compassion for others.

I held positions as Executive Vice President of Sales and Marketing,

In addition, I’ve seen how sports enhance the social and cultural

Chief Marketing Officer (2007-2018) and Marketing Director (1986–

life of others through our company’s involvement with a local

2001). STAHLS’ reputation as a customer-driven company was already

organization which helps disabled athletes participate in hockey.

extremely strong when I started. It’s what drew me in, because our

Manning: I started by watching sports with my dad. He was a

customers really appreciated the ways in which we helped them save time and money. I spent many years as an educator, teaching businesses how to print sports uniforms faster and easier. It sounds cliché but people do business with people and STAHLS’ always makes an enormous effort to be the type of company others want

high school football coach and when I was in elementary school, he would pick up my brother and me and take us to his football practices in the spring and fall seasons. My love of athletics started there. There was a lot of strategy and you needed to be smart to understand. The intuitiveness of sports was fascinating to me. My

to work with.

dad put my brother and I in the family room and we would practice

Manning: I first began playing volleyball, basketball, softball and

our footwork with him. It was all about X’s and O’s.

even soccer. After a while it became obvious that I was a better softball player than anything else. When I was in fifth grade, there was a girl that got a scholarship to play softball in college. I went home and told my parents that I was going to get a scholarship to play softball in college. It wasn’t common at the time for women to get athletic scholarships. It is people like that who paved the way for me to see it was possible. I ended up getting a D-I scholarship to play softball at Sacramento State. I went to the University of Tennessee for my Master’s degree and at the time, the University of Tennessee didn’t have a women’s softball team. I met with the AD and told her that I wanted to write my thesis on why they should start a softball program in the SEC (Southeastern Conference). I

St. George: While not gifted to be a scholarship athlete, sports have been a foundation of my development since I was young. I actively played tennis in recreational leagues starting in high school.

Personally, I have found that infusion of physical activity increases my ability to manage time, develop effective stress reduction routines and increase mind activity for problem solving. I have been an avid fan of professional and collegiate sports since childhood, whether under the “Friday Night Lights” or in the stands. I believe sports builds community.

Q: How did your experience as a female athlete prepare you for success in the business world?

was told that if I got the approval that they would fund the program.

Gray: I don’t consider myself a female athlete in the scope of the

My thesis was published, and they started the softball program the

question. However, I do understand the connection between the

following year (1996 was the first year they played as a conference).

values of playing on a team as they translate to the workplace. You

Since then, the growth and funding has increased exponentially.

need team players working towards a common goal in order for your Continued on page 22 NSGA NOW ®

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OPERATIONS NOW Continued from page 21 business to succeed, which is certainly an attribute needed to win any championship.

Playing sports at a competitive level can help you learn how to handle stress and manage expectations, as well as have a strategy to win.

Manning: Sports provided teamwork and playing on a team sport, teamwork is one of the top ingredients. It doesn’t matter what your individual role is, it is all about the team. Sports taught me conflict resolution and dealing with adversity. I had to learn quickly how to handle adversity. My dad used to always say that, “by looking at you, people shouldn’t know if you got the winning hit or made the losing play.” In

>> G ARED’s Laura St. George conducts a Speed Networking discussion with Curt and Steve Hauff of Hauff Sports at the 2021 Management Conference & Team Dealer Summit.

the business world, you can’t pout if things don’t go right. Sports

when I was a kid, I didn’t know about it. You have to gain and earn

taught me how to be a leader. Leaders aren’t born. You can lead

people’s respect. You can’t demand it. I know sports and athletics

by example, which is an excellent way. You can lead by being the

and I slowly earned respect and they trusted me. You have to be

glue that keeps the team together. I wouldn’t be in the position I

humble, willing to learn and listen.

am in today if I didn’t play at the level that I did and put in the hard work. I wasn’t the best player on the field, but I made everyone else play together. I was always the first one on the field and the last one to leave.

St. George: In the beginning of my career in the sports industry, I wanted to be taken seriously as a professional. As such, I outwardly projected a formal version of myself. While strategically, this nononsense approach did result in optimal results, but on a parallel

St. George: The best part of sport is the tangible measurement of

plane, it delayed the development of key personal connections

improvement and multiple prisms of evaluation. Setting goals on

needed to build longstanding partnerships. The other major

multi-levels of achievement can help with motivation and resiliency.

challenge was entering a career of traveling alone within the US

There is no better reminder that perfection is not a tangible goal

and Canada. It can be intimidating if you don’t educate yourself with

other than seeing a baseball all-star with a 35 percent success rate

safety tools properly. Finally, work on networking skills. At group

at the plate being lauded for excellence. No one is measured on

networking times, I would literally head straight towards people

one aspect of performance. Setting the goal of perfection is similar

that I knew or hide in the corner with my nose in my technology

to setting yourself up for failure.

device. The result, I appeared standoffish and uninterested. Truth:

Q: What do you feel are some of the biggest professional

I am introverted, and the setting is incredibly intimidating. It is still

challenges you have faced as a woman in the sporting goods industry?

Gray: I have been fortunate enough not to experience many of the “at-large” issues still faced by women around the world today, there has been no glass ceiling - or lack of access to equal opportunity.

These issues exist everywhere. In our industry, the male/female

a challenge for me. I have found that by doing a little research on those in the room, I can be prepared to talk on a personal level to create comfort for everyone.

Q: How have you seen the sporting goods industry make things better for women?

Gray: It’s wonderful to see that many organizations are making a

wage gap has definitely narrowed over the past decade, but women

concerted effort to recognize and applaud accomplishments. I’ve

must still be willing to stand up and make sure they are receiving

always supported efforts which give others a voice and allow them

equal pay for equal responsibility. Unfortunately, it’s not a given

to inspire others.

at many companies.

Manning: When I first started, we would say “shrink it and pink it”

Manning: I didn’t have a lot of role models that are women. The

and that was how products were marketed for girls. The industry

examples that girls have today is unbelievable. People that are in the

didn’t develop female-specific things. The industry is now specific

front offices and owners that were women, if that was happening

for the female athlete. I was at Wilson Sporting Goods for 13 years

22 | NSGA NOW ®

>> March/April 2022

and we worked to make a female-specific glove. Girls and women

St. George: On my first business trip while I was in the

want a glove that is tight around the wrist, compared to the boys

architectural industry, I was sent to Los Angeles to teach the head

and men’s glove that is loose. Girls play with a 12-inch ball so the

of architectural design for the world’s largest firms the importance

web needed to be big enough to catch the ball. The focus turned

of following the parent company’s brand identity guidelines. I was

to the player, what’s going to benefit the player. Another example

22, he was an accomplished professional in his 50s. I introduced

would be the women’s basketball being smaller to fit the female

myself to him and identified the purpose of my trip. He had

hand and the men’s basketball being larger.

me sit outside his office while having a loud discussion with my

St. George: The Sports Builders Association has a women’s council

boss, the Corporate Chief Marketing Officer, about my inability

that hosts a happy hour during their national meeting. This allows female leaders to meet to have a discussion about issues facing them. Last December, I was honored to present to the group in a Ted Talk setting about the lessons that I have learned along the way. It was a great platform for active dialogue in a safe setting. I learned a great deal and grew my circle of industry peers for advice.

Q: What can be done to get more women involved in the sporting goods industry?

to provide assistance based solely on my appearance. It shook my confidence to the core. My boss called and said. “The most successful people in business don’t take insults personally. They listen, strip away the personal and find the business messaging.

This isn’t about you being young or a female, but he’s afraid he’s going to lose business due to what was felt to be a constrictive change in portfolio design.” After the pep talk, I walked into his office and showed him how a collaborative approach would work to ensure he was following guidelines without compromising

Gray: Women are involved in the industry from my perspective.

creative direction. My two-day trip turned into a six-week stay

STAHLS’ has always had a predominantly female workforce and

along with a job offer to become the creative director for the

most of our customers are also women. Many of my colleagues

office. It has been the most important lesson that I have ever

in the industry are strong female personalities. Overall, I’m always

learned. Remove the feelings and identify the true problems. If

looking for the best person to do the job, not the best male or

you can do that, you can disarm those who are treating you based

the best female. I always strive to take gender out of the equation.

on appearance. Additionally, be smart about protecting yourself

Manning: I really believe that there needs to be a program where

through smart habits such as curfew while traveling, establishing

successful people in the sporting goods industry at any level work

privacy lines and being prepared for meetings. Finally, don’t be

to provide scholarships or something to invite girls that are in grad

afraid to ask. There are so many resources available.

school and want to be involved in the athletics industry to attend

Q: What steps can female leaders today take to support

meetings. One big thing is that women in roles that can impact the future for our sports should try and hire other women. There should be a “good ole’ girls” network, where women are helping to advance other women. But it doesn’t happen as much as it should.

St. George: Continue to highlight accomplishments of female

and encourage the next generation of female leaders?

Gray: Just keep doing the best job you can, be the best person you can be. In the long run, we want to be recognized for what we accomplish, without the added caveat of being a successful “female” entrepreneur or CEO. We need to continue to support

leaders. However, it is important that the highlights are leveled

underrepresented youth — male or female —when it comes to

with normal notes of acclaim. One can undermine the intent with

education in science, tech and entrepreneurship. As a CEO, I’m

promoting items of non-importance.

glad to be a role model and inspiration to others but I’m hoping

Q: What advice would you give to the next generation of

it’s because of my accomplishments as a strategist, leader, and

women in the sports industry?

Gray: You are appreciated and recognized. Stand your ground and earn the respect you deserve.

Manning: Get involved as much as you can. Degrees aren’t everything, but the degree allows you to get one step ahead. Do the internships. When you meet the person that is in the role you want one day, stay in contact with them. LinkedIn is a great tool; resources are there if you are willing to do the hard work. Don’t let something that hasn’t happened yet sway you from wanting to

manager and not simply because I’m female.

Manning: Be accessible. Everyone is busy, but you were that kid one time too. Get involved. A lot of people don’t know there is a whole world outside of playing sports. It is important to recognize that there are a lot of other things to keep you involved with athletics and sports off the court/field.

St. George: I have found just a friendly hello can open up a tremendous conversation where everyone learns. Active listening is the key to providing mentorship. Make time for others.

be great or affect your ability to go make it happen.

NSGA NOW ®

>> March/April 2022 | 23

HISTORICAL NOW Sporting Goods Industry in the Early Years of Title IX

By Marty Maciaszek NSGA Director of Communications Title IX opened doors to millions of participants ready to purchase

supporter of NSGA, also unveiled a first-aid kit for girls athletics

uniforms and equipment from the sporting goods industry.

with several products geared to female athletes.

The National Sporting Goods Association (NSGA) quickly jumped

A March 1976 magazine story, “Title IX: Will It Change School

in to stress the importance of this burgeoning market to retailers

Buying Patterns,” discussed that schools could no longer get away

and team dealers after Title IX became law on June 23, 1972. NSGA

with three teams for the men compared to one for women. It

utilized its magazine, known then as Selling Sporting Goods, in

also mentioned women would have more influence on uniform

the early years of Title IX to share information and suggestions on

purchases and hand-me-downs from men’s teams would not

working successfully with the booming female market.

be acceptable. Peggy Burke, who was the president-elect of the

The December 1972 issue had a story titled “The Ladies Have

Association of Intercollegiate Athletics for Women (AIAW), summed

Arrived.” It highlighted a presentation at NSGA’s Western Sporting

up the feelings of many at that time.

Goods Fall Market how formal athletic programs in high school

“Women’s competition is an idea whose time has come and it’s long

and college were beginning and expanding and providing the same

overdue,” Burke said. “It has been hastened by legislation but it

benefits to girls and women as boys and men.

would have come anyway.”

A month later, a story titled “Bless the Ladies,” said this was part of

And “Girls’ Sports Programs” in 1977 provided a glimpse into a

the opportunities for dealers and the sporting goods industry and

future we now see. Girls were insisting on better-organized sports

that girls must be allowed to participate in non-contact sports. In the

programs and had their sights set higher than previous groups of

same issue, Clifford Fagan, the Executive Director of the National

female athletes. They wanted knowledgeable, well-trained coaches,

Federation of State High School Associations (NFHS) discussed the

and not just “sponsors,” and better training and better facilities. All

significant growth of girls high school participation.

of the changes were going to require athletic directors who had

Other stories in 1973 examined the industry and girls and women’s sports. They talked about the potential investment with the right

the ability to plan and prepare and weren’t just promoted because they coached for a long time.

planning and long-range view and how women were ready to fight for the equipment, uniforms and facilities they wanted and needed. It also shared that most salesmen needed to become more knowledgeable about girls clothing styles, sizes and designs. Also suggested was advertising geared more toward women since they did a lot of the purchasing for their kids who were involved in sports.

Health concerns were also addressed for highcontact sports which are gaining popularity in recent years with girls. The American Medical Association said “women should not complete in rough contact sports like football and hockey” in a July 1974 story. In July 1975, “The Growth of Girls Sports, or is Safety Really in Numbers” took an in-depth look at the lack of available data for injuries in girls high school and college sports.

Mueller Sports Medicine, a longtime member and 24 | NSGA NOW ®

>> March/April 2022

>> The success of the NSGA trade shows in the 1970s was enhanced by the boom of girls and women’s sports as a result of Title IX.

Milestones in Women’s Sports Here is a look at some key moments in the history of women’s sports since 1900:

1900

1967

22 women completed in the Olympic Games for the first time in tennis, sailing, equestrian, croquet and golf.

Katharine Switzer becomes the first woman to run the Boston Marathon as a registered runner. Race manager Jock Semple tried to forcibly remove Switzer from the race. The Boston Marathon officially established a woman’s race five years later.

1934

1972

Helen Hicks is among the first women to become a professional golfer. Hicks is also one of the first women to sign with a sporting goods company with WilsonWestern Sporting Goods. She was one of the founders of the Ladies Professional Golf Association (LPGA).

Title IX is signed into law by President Nixon. The landmark legislation prohibits sex-based discrimination in any school or other education program that receives funding from the federal government.

Continued on page 24 NSGA NOW ®

>> March/April 2022 | 25

HISTORICAL NOW Continued from page 25

1973

1982

Billie Jean King beats Bobby Riggs in the “Battle of the Sexes” tennis match before more than 30,000 at the Houston Astrodome, the largest crowd to see a tennis match in the United States. The TV audience is estimated at 90 million worldwide.

Louisiana Tech wins the first NCAA women’s basketball championship. The Association for Intercollegiate Athletics for Women (AIAW) held championships from 1972–82 before it disbanded.

1978

1984

The Women’s Professional Basketball League (WBL) debuts with eight teams. The league disbanded after three seasons.

Women are allowed to run the marathon in the Olympic Games for the first time. Joan Benoit of the United States won the race in Los Angeles.

26 | NSGA NOW ®

>> March/April 2022

1996

2015

The Women’s National Basketball Association (WNBA) is formed and begins league play a year later. The Chicago Sky won the 25th anniversary title in 2021.

The United States beats Japan for the Women’s World Cup. It is the most-watched soccer game in U.S. history with 25.4-million viewers.

1999

2021

The Women’s World Cup held in the United States concludes with the iconic celebration by Brandi Chastain after scoring the championship-winning goal for the U.S.

Disparities between facilities and amenities at the men’s and women’s NCAA basketball tournaments go public and lead to changes toward and calls for more equality.

NSGA NOW ®

>> March/April 2022 | 27

PARTICIPATION NOW Athletes Unlimited Empowers Female Athletes with Unique Professional Opportunities Story and Photos By Bruce Miles Opportunity and empowerment.

Those are two of the ways the spirit of Title IX carries on in Athletes Unlimited, a women’s professional sports league that began play with softball in 2020 and today includes lacrosse, volleyball and basketball.

If you’re looking for coaches and general managers in Athletes Unlimited, you won’t find them. The players own a voice in the league by drafting new teams weekly, having a say in the unique set of rules and having seats on a player executive committee and even the organization’s board of directors.

Athletes Unlimited is the brainchild of Jon Patricof and Jonathan Soros, businessmen who can be found in the stands cheering on the players they’ve empowered. The AU team is spread across the country depending on the season with softball played in the Chicago suburb of Rosemont, Illinois, basketball in Las Vegas, volleyball in

>> Athletes Unlimited pitcher Cat Osterman warms up for a game.

Osterman was a collegiate star and U.S. Olympic Gold Medal winner.

Dallas and lacrosse in the Washington, D.C. area.

in a positive way,” she said. “There’s no question that this league

The games in all four sports are fast-paced, with players earning

advances the roots and origin and cause and purpose of Title IX

points for individual performance and teams winning points for outscoring their opponents in various segments of the games.

“Athletes Unlimited is giving all kinds of opportunities to female athletes in multiple ways, obviously the opportunity to play the sports at the highest level, which I think was a big part of Title

more so than anything we’ve ever seen in the professional realm for women.”

Players in each sport play five-week seasons, with doubleheaders on three successive days on weekends. Games are nationally televised and can be found on the CBS Sports Network, Fox Sports

IX and what it was for,” said volleyball player Cassidy Lichtman,

platforms and YouTube.

who recently was named to AU’s board of directors. “Other than

After each weekend of play, the top four points scorers are named

basketball, the rest of us had very few professional opportunities

captains for the following weekend and they draft new teams. At

within this country, at least. To have that is an extension of what

the end of each season, an individual champion is crowned.

Title IX was about.

“I think the biggest success is being able to show that women’s

“Beyond that, AU is giving so much power to women as athletes

sports in fun and exciting if we take the time to really pay attention

and as people in our careers and beyond our careers, to be able

to it,” said softball pitcher Haylie Wagner, who will return for her

to play after having children or being able to play and also have

third season in 2022. She also is a past member of AU’s player

another job. That’s been really amazing to watch.”

executive committee. “We have had such a big platform in being

Cheri Kempf, whose title is vice president of broadcast and director

able to take those initiatives and be on bigger-platform TV. Being

of sport, softball, says the empowerment aspect is a key cornerstone of Athletes Unlimited.

“The primary thought is not just to provide opportunity but to

able to showcase our sport is so big.

“The biggest accomplishment is being able to just grow our sports individually and show everybody that women’s sports are exciting

empower the women who are there with the rationale being that

and fun to watch.”

they are influential and when given the voice and given the platform

Another source of pride is that Athletes Unlimited has pulled all of

to share their voices that they will influence the greater society

this off amid the COVID-19 pandemic.

28 | NSGA NOW ®

>> March/April 2022

Women’s Professional Leagues at a Glance Here is a look at some of the other women’s professional sports leagues currently operating in the United States and Canada: • The Women’s National Basketball Association (WNBA) is the most visible and successful of the women’s pro sports leagues in the United States.

The WNBA just celebrated its 25th season in 2021 and has 12 teams located in major markets >> Banners denote the Athletes Unlimited softball players who are captains each week.

“Think about when these leagues came up – softball in 2020 and volleyball in 2021 existed in that controlled environment because of COVID,” Kempf said. “They launched and existed when wellestablished sports leagues were not able to pull it off, were not able to compete. I’m really proud of the fact that there was a concept

such as New York City, Los Angeles, Chicago and Atlanta. The WNBA plays from mid-May to mid-September and receives major network TV coverage. In February, the WNBA announced the largest capital raise for a women’s sports property with new investors and existing WNBA and NBA owners.

and there was an idea, but those are a dime a dozen. It’s the follow-

• The Premier Hockey Federation (PHF) just

through. It’s the execution of it that’s unique and is something for

rebranded in September 2021 after it was

us all to be proud of.”

All of this has given players the feeling that they are as major league as any of the major men’s sports leagues.

“We are the same level as the MLB and the NBA and the NFL,” Wagner said. “I think what makes us special is we’re such a tight-knit group trying to make a huge difference in this world. The only way to do that is to be together and show what women’s sports is truly about.

It’s about winning, yes, but it’s also about being there for each other and lifting each other up and empowering women’s sports.”

Athletes Unlimited also notes that by putting two athletes on its board of directors, it has become the first professional sports league to do so.

“It’s incredible,” Lichtman said. “To me, it’s just really them standing behind what they’re all about. There are organizations that pay lip service to giving athletes a voice. It’s a whole other thing to make it a systemic part of your organization. To have any athlete on the board is a huge step in the right direction.

founded in 2015 as the National Women’s Hockey League (NWHL). The PHF has six teams in the US and Canada and is moving from a single-entity structure (one investor group owned all teams and operated the league) to a joint venture (individually owned teams and PHF operates for the benefit of the teams).

• The National Women’s Soccer League (NWSL) was founded in 2012 and has 12 teams in the US – including Chicago, New York and Houston. The NWSL was the successor to Women’s Professional Soccer and the United Soccer Association.

• The Women’s Football Alliance (WFA) was formed in 2009 and the tackle league has 60 teams in four divisions across the country. The WFA Pro Division National Championship game will be broadcast live on ESPN2 in 2022.

“I’m incredibly honored to be the first one to hold that seat. The level of power and voice that Jon and Jonathan are giving us in this organization is unprecedented. It’s been really incredible as an athlete and as a

Bruce Miles has covered sports, including Athletes Unlimited,

person with the PEC (Player Executive Committee) and now at the

in the Chicago area since 1979. He was the Daily Herald’s

board level to understand what it’s like to be a part of decision-making

beat writer covering the Chicago Cubs from 1998-2019. He

at the highest level when it comes to running professional leagues.”

currently works as a freelance writer.

NSGA NOW ®

>> March/April 2022 | 29

PARTICIPATION NOW NSGA Roundtable: Female Interest Grows in Flag Football, Ice Hockey and Wrestling

By Tom Van Jacobs NSGA Marketing Coordinator

Steve Alic

Elliot Hopkins

Communications Director

Director of Sports, Sanctioning and Student Services

USA Football

National Federation of State High School Associations

Winny Brown (Brodt) Director OS Hockey

There were some sports that did not seem to fit into the opportunities created for female athletes 50 years ago. But in recent years, flag football, wrestling and ice hockey have seen an emergence in female participation in what are usually thought of as male dominated sports. According to NSGA’s participation study, there were a total of 1.4 million female participants in flag football. Additionally, the sports of wrestling and ice hockey have seen an increase of 38% and 20% ,respectively, in female participation over the previous five years (2015–2020).

NSGA spoke with three industry leaders – Steve Alic of USA Football, Elliot Hopkins of the National Federation of State High School Associations (NFHS) and Winny Brown (Brodt) of OS Hockey in Minnesota - for their perspective on the growth of girls interest in these sports.

Q: What are some of the major changes that have caused the growth for women in your sport?

Alic: The phrase being spoken more and more is “Football for All.” Football is a large house with a lot of rooms. There’s a place in the sport for all athletes, whether they be men or women. Perhaps no

(IFAF), a provisional International Olympic Committee member.

On the women’s tackle side, Callie Brownson, the chief of staff for Cleveland Browns head coach Kevin Stefanski, is the head coach of our 2022 U.S. Women’s Tackle National Team, which will compete at the IFAF Women’s Tackle World Championship in Finland this July.

sport captures our imaginations quite like it and it’s played across

Hopkins: There have been new opportunities in both wrestling

a spectrum of game types in the categories of non-contact (flag),

and baseball. In wrestling, the lighter weights are perfect for girls

limited contact (padded flag or use of TackleBar) and contact (tackle).

to represent their school communities and develop strength,

This is part of USA Football’s Football Development Model, created

confidence and have fun in a completely new sport. The same

with insight from leaders across football and health, spanning The

benefits that boys realize in both sports, the girls can achieve

Ivy League to Children’s National Hospital.

them as well.

Another exciting catalyst is the advent of girls flag football programs

Q: What has been some of the obstacles to growing the sport?

on the high school level, as well as the college/National Association

Alic: Prior to now, football’s female pathway was limited. The points

of Intercollegiate Athletics (NAIA) level. We’ve always seen girls in youth leagues – that’s a consistent upward trend. The difference now is those football journeys continue at higher levels. The sport’s footprint is widening and getting taller at the same time. We’re witnessing this in real-time within the U.S. National Team program.

This year marks the first time we have U.S. 15U and 17U Girls Flag National Teams to compete against other nations in events sanctioned by the International Federation of American Football 30 | NSGA NOW ®

>> March/April 2022

mentioned above are catalysts for exciting change, not only for women and girls, but for men and boys as well when it comes to finding the best game type for you or your child. Football – American Football – is relatively young to the international amateur sport community. The sport is emerging on this front. In recent years, IFAF has grown its engagement with the IOC and the U.S. Olympic & Paralympic Committee has welcomed USA Football as a member.

This summer’s World Games 2022 will mark the first time flag will be

featured at an international, multi-sport event. This opens doors for

more stiff as well.

the game where just a few years ago, those doors didn’t even exist.

Q: What needs to happen to increase growth in the sport?

Hopkins: Acceptance and stereotyping have been two of the major obstacles in the sport of wrestling.

Alic: Continued innovation – no sport stands still. Fostering more participation, especially on grassroots levels, is education and high

Brown: I believe that you have to have patience and know when

coaching standards. Few other members of the USOPC family

to talk and when not to talk. As a woman you do have to prove

offer an accredited coach certification like USA Football does

yourself more than a man does, but you will be given a chance and

through the U.S. Center for Coaching Excellence. Delivering this

a voice if you know when to take that opportunity. It is a balance

for our kids is significant and valued by parents and school athletic

between being confident and not forcing your voice.

directors spanning elementary to high school levels. The variety

Q: Were there challenges to growing the participation for

of deliverables that USA Football puts forth equals a 21st-Century

women in the sport?

Alic: There’s always been interest in participation, however, the pathway was limited. That is changing by domestic and international measures. And there’s exciting promise that it will continue.

Hopkins: Both of my sports are traditionally male activities. Initially, females have not been openly embraced or welcomed. Inclusionary science is well documented that the more differences you have on your team … the better the results. I think it helps the male teammates to be more empathetic and teach more respect for

youth sport experience and our kids need that now more than ever.

Hopkins: We need men to be better allies for girls. They (men) need to understand how to best coach them, how to recruit female coaches, how to develop female officials. Girls will aspire to coach, officiate as long as they see someone who looks like them in those roles. This should not be threatening to anyone, because there are enough roles/positions available for everyone to thrive.

Brown: At most hockey events and conventions it is important to try to include more women. I know that when I have been to hockey

girls/women, which hopefully carries over into adulthood. They

events in the past, I would be one of the only women in attendance.

see the value of girls/women and if they become allies at an earlier

Q: Where do you hope to see the sport for women in

age, we can shrink unequal treatment, physical abuse, exploitation

the future?

and salary discrepancies in the near future.

Alic: Football is the No. 1 participation sport of high school boys and

Brown: I think that innovation and organization are two areas that

has remained at No. 1 every year since the NFHS began measuring

the industry needs to make more improvements in order to grow

it approximately 50 years ago. We hope to see girls’ participation

the participation for women.

mirror this. The passion and aspiration are there with infrastructure

Q: What are some of the key differences to equipment for

in the form of equipment and fields already residing in more than

women in the sport? Are there some challenges with finding equipment?

Alic: There are no significant differences. Particularly in flag, the ascent of girls’ and women’s participation removes obstacles to the sport since a minimal amount of equipment – as well as field space and smaller roster sizes – are needed to play.

Hopkins: The equipment has to fit them comfortably so they can perform the necessary tasks that the sport demands. Sizes of items need to be smaller to accommodate the smaller-size athlete. Uniform sizing and availability are some of the challenges to finding equipment. For wrestling, there is a need for a unique cut to properly fit the anatomy of a girl.

Brown: All the equipment are adult sizes and are tough for women to find the right size and fit. I usually find myself buying junior sizes for all my gear. It is super hard to find sticks for women because we need a junior flex, but the width of the stick is usually too thin.

14,000 high schools nationwide.

Hopkins: For both sports, I see nothing but more opportunity and growth. The more girls participate in traditionally male sports, the more they breakdown those stereotypes and find success. For me, we are seeding future participation when those young women grow up, hopefully, they want to coach, officiate and if they have a family, they will reflect fondly on their past experiences and allow their children to participate and they are supporters of the local high school.

Brown: I see the next generation of female leaders taking the lead in the industry. I feel that female leaders today need to support and encourage the next generation of female leaders. They need to get out to high school girls and college kids and show them what you do and your stories. I know that having a female Division I coach during my college career showed me I could be a coach and at a high level. If you see it, you can achieve it!

Women usually have to cut the sticks which makes the sticks way NSGA NOW ®

>> March/April 2022 | 31

PARTICIPATION NOW Manning Plays Big Role in WeCOACH for Women’s Coaches

By Lizz McCrindle NSGA Communications and Social Media Manager As the 50th anniversary of Title IX approaches, we are reminded of how important equality, opportunity and representation are in the world of sports, especially for women and girls. Despite the great strides that have been made in girls and women’s sports, there is still a long way to go. Rachelle Manning, a Channel Manager for SanMar and a member of the Board of Directors for WeCOACH, a membership organization focused on the recruitment, advancement,

the balancing between being a parent and a spouse. There is

and retention of women coaches of all sports and levels, shared

an understanding of gender roles. Women can learn a lot from

her thoughts on the importance of female representation in the

someone who has been there, done that.”

coaching world.

Manning had firsthand experience on the impact of being coached

WeCOACH is a product of the Alliance of Women Coaches, which began in 2011 as a professional development program and quickly expanded into a network for women coaches.

by women.

“In college I was coached by three different women coaches, I did not have a male coach,” she said. “It showed me that I could be that

“I think that what WeCOACH does is promote the growth of women

as well. I wanted to be a coach. In grad school I was taken down

coaching women,” Manning said. “We do an annual summit called

a different path and I am grateful for where I ended up. I have a

the Breakthrough Summit. It is all about women sharing how and

passion for sports and coaching and I still do some coaching and

why they’ve become successful. It doesn’t matter if you were born

clinics in my spare time. Having women in the role allows them to

a girl, you can still be successful.”

become mentors. I am still in contact with all three of my female

WeCOACH provides a support network for women coaches that

coaches from college.”

ultimately trickles down to the athletes they coach. Young girls

Coaches can impact players on and off the field. While most athletes

can see successful women in positions of power with the ability

do not turn pro, they carry with them the life skills learned through

to reinforce the idea they can also achieve anything they put their

participation in sports. By being able to see themselves in their

minds to. Manning first joined the WeCOACH board in 2021.

“They wanted to round out the board,” she said. “It was not all about

leader, athletes can develop what it takes to become strong leaders and teammates. These skills are highly transferrable between

careers as a coach and women just don’t realize that. A lot of people

athletics, business and life.

don’t know about the other side of the industry.”

The future of female coaches in major sports leagues and

Manning played Division I college softball at Sacramento State and

conferences looks promising, with capable leaders stepping up

opted to go into the sporting goods industry, spending 13 years at Wilson before moving to SanMar, where she has been since 2013.

Over the last decade, there has been an increase in the number of women hired for high-profile positions with professional sports organizations and major college programs. Although progress has

to serve as ambassadors for what women are capable of when given the opportunity.

“I think there will be more female coaches, absolutely,” Manning said. “You have to earn respect and not demand it. When your peers think of you as an equal, gender biases go away. It is very

been made and some women have broken the proverbial “glass

positive to be seen as ‘one of the guys.’”

ceiling,” there is still a long way to go. Manning notes that there

While women are still a coaching minority, current leaders, and

are other advantages to women coaching women.

programs such as WeCOACH are there to help foster opportunity

“The benefit is that they’ve played and experienced the game,” Manning said. “There is a relatability when it comes to the stress and burdens of being a women athlete. Women also better understand 32 | NSGA NOW ®

>> March/April 2022

for the next generation of female coaches and leaders.

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RECOGNITION NOW Women Make Mark in Sporting Goods Industry Hall of Fame

By Julie Pitts NSGA Hall of Fame Secretary As we recognize the 50th anniversary of Title IX, we realize it has been an important factor in growing participation in sports and recreational activities. It is also important to celebrate the amazing women in our industry who have been elected into the Sporting Goods Industry Hall of Fame for their contributions to advancing and growing sports, fitness and outdoor activities for everyone.

Gertrude Boyle, Columbia Sportwear, Class of 2003 Gertrude “Gert” Boyle was the spirited matriarch and chairwoman of the board of the international outdoor apparel and footwear manufacturer Columbia Sportswear Company®. Gert was hailed by Working Woman magazine as one of America’s Top 50

Gert, a passionate leader and legend in the outdoor world, passed away in November 2019.

Mary Cabela, Cabela’s, Inc., Class of 2005 Mary Cabela nurtured her love of the outdoors by pursuing fish and fowl in the wilderness near where she grew up in Wyoming. Mary and Dick Cabela were

Women Business Owners — and named one

married in 1955.

of 1994’s “Best Managers” by Business Week.

In 1961, the Cabelas began a thriving mail-

Throughout her teens, she helped with the family business, the

order and retail sporting goods business

Columbia Hat Company, which her father founded in 1938. Gert

that today does commerce in all 50 states

and her son Tim ultimately built Columbia Sportswear Company

and 120 countries around the world.

into one of the world’s largest outerwear manufacturers and a

In the beginning, Dick and Mary ran the business from the kitchen

leading seller of skiwear in the United States.

table of their home before expanding to successively larger

In addition to her 2003 induction into the Sporting Goods Industry

locations, eventually settling in nearby Sidney, Nebraska, which

Hall of Fame, Gert Boyle received many honors recognizing her business savvy and philanthropic endeavors, including: • SBA Outstanding Business Person Award for Oregon (1977) • Oregon Chapter of Women’s Forum Woman of the Year Award (1987) • March of Dimes White Rose Award (1988) • Northwest Master Entrepreneurs of the Year by Inc. Magazine, which she shares with son Tim (1992) •T op 50 Woman Business Owner by Working Woman Magazine (1993-96) • Oregon Entrepreneur of the Year by the Oregon Enterprise Forum (1994) • Astra Award for Outstanding Oregon Woman-Owned Business (1996) • Golden Plate Award from the American Academy of Achievement (1998)

became home to Cabela’s corporate headquarters. Today, because of the dedication to their dream and their customers, Cabela’s is a premier seller of hunting, fishing and outdoor gear.

Along the way, Mary was recognized for her business achievements, personal accomplishments and dedication to support and promote wildlife and habitat conservation.

Ellen Wessel, Moving Comfort, Class of 2009 Ellen Wessel is a persistent and passionate champion for Moving Comfort’s guiding principle that “a fit woman is a powerful woman®.”

Today she is a retired marathoner - a veteran of nine with a PR of 3:05 — including Boston and New York. Since co-founding the company in 1977, Wessel and co-originator Elizabeth Goeke built Moving Comfort into one of the most highly respected brands of women’s athletic wear in the United States.

Ellen has been a tireless advocate of women’s health and fitness.

Over the past 15 years, she has served on numerous boards and committees and been recognized repeatedly for her work with like-minded companies and individuals.

Continued on page 38

NSGA NOW ®

>> March/April 2022 | 37

RECOGNITION NOW Continued from page 37

Elizabeth Goeke, Moving Comfort, Class of 2009 Elizabeth’s entire career has been focused

woman elected to the Board of Directors of the Sporting Goods Manufacturers Association, and was later elected Chairman. Other recognitions in the sporting goods industry include two new product introductions included in the Top 5 New Products of the Year,

on creating clothes that truly fit the needs of

and recognition as the Equipment Manufacturer of the Year by

a woman’s body in motion. With a passion

Sporting Goods Business magazine in 2004. Julie and her husband,

for running and outstanding talent as a

Ken, have been recognized as Business Persons of the Year by the

tailor, her skill combined to make her the

Litchfield (Illinois) Chamber of Commerce and were inducted into

perfect business partner for Ellen and

the Hall of Fame together. She was featured in CNN’s “All About

Moving Comfort.

Women,” and has appeared in interviews seen on CNN and ESPN.

Elizabeth learned garment-making skills as a child from her grandmother and

>> Elizabeth Goeke & Ellen Wessell

apprenticed under several master tailors. When she tried a prototype of Moving Comfort running shorts she knew they should fit better. A friend put her in touch with Ellen and the partnership was born.

As a woman runner, Elizabeth understood how a particular activity affects each woman’s body and translates that into a comfortable garment that looks great and performs well.

Julie Nimmons, Schutt Sports, 2010

In Washington, D.C., Julie has lobbied and testified before committees in both the House of Representatives and the United States Senate for tort reform. Additionally, she had lobbied several years for many issues relative to health and physical fitness as well as trade issues.

Barbara Longstreth, Longstreth Sporting Goods, Class of 2018 Barbara Longstreth, was always a competitor in field hockey and lacrosse. Barbara taught and coached for many years in addition to competing as a member of the US

After working in the factory during high

National Team in both sports. As a result

school and college vacations and teaching

of a move to California in 1976, Barbara

for three years, Julie Nimmons joined her

actively coached and promoted these ac-

family business in May 1982. In January

tivities and west coast lacrosse was born.

1986, Julie acquired Schutt and served as

Around the same time, Barbara began selling field hockey sticks

CEO and Chairman of the Board. Schutt

from the trunk of her car.

remained a third-generation family owned business, with the fourth generation working there, until April 2005 when the company was sold.

In 2005, Julie was named as one of the 25 Leaders to watch by a sporting goods industry trade publication. She was the first

How much progress has been achieved in the last 50 years due to Title IX? What else needs to be done?

What can women working in the sporting goods industry today do to further this?

“The difference in opportunities to compete and level of prestige for females to compete in sports over the past 50 years has been tremendous. The efforts of many through the years have proven critical for this to take place. As the mother of two girls, and now, the grandmother of two girls, this has been and continues to be important for our family. It is vital for everyone who has ever been active in this industry to stand for female competition.”

— Julie Nimmons 38 | NSGA NOW ®

>> March/April 2022

In 1981 Barbara moved back to the east coast and continued growing her business, now Longstreth Sporting Goods, from her home near Philadelphia. Barbara’s dream of a field hockey and lacrosse store was fulfilled in 1986 when an old barn became available, which would eventually become today’s retail store. In 1992 the barn on the property was remodeled and a large retail facility was established, dedicated to women’s field hockey, lacrosse and softball which still stands today.

In 1998 Barbara was inducted into the National Lacrosse Hall of Fame. Barbara’s legacy continues to support the development of female athletes across the sports of field hockey, lacrosse and softball.

From working with the national team, to universities and youth level programs, Barbara strives to continue to define the women’s game just as she did from the trunk of her car almost 40 years ago.

Know a deserving individual for the Sporting Goods Industry Hall of Fame?

More information at nsga.org/hall-of-fame

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.

INDUSTRY NOW ASB Sports Rebrands as Game One ASB Sports, one of the largest players in the sports equipment and apparel industry, is rebranding as Game One. The new name reflects the consolidation of eight legacy companies joining together as a national brand that prioritizes relationships and puts people first.

Game One is already an industry leader, built on the exceptional reputations of eight legacy companies including: • Athletic Supply | Odessa, Texas

The Hockey Shop Source For Sports, located in Surrey, British Columbia, won the Bauer retail award for Canada. The Hockey Shop, a NSGA member, is a family owned business and has been servicing the British Columbia area for more than 30 years. Bauer is also a NSGA member.

Source For Sports Undergoing Brand Transformation Source For Sports (SFS), Canada’s largest sporting goods retail buying group, is undergoing a transformation and a new

• Barcelona Sports | Houston, Texas

promise to customers: “We Fit Your Game.”

• Bumblebee Sports | Nicholasville, Kentucky

The transformation includes a new brand

• Cardinal Sports | Lubbock, Texas

identity and tagline, a new store shopping experience, and a new e-commerce platform. It is the result of two years of planning

• Team Sports | Holland, Ohio

and development, conducted in partnership with Conflict, an

• The Graphic Edge | Carroll, Iowa

independent Toronto-based strategy, design, and advertising

• Universal Athletic | Bozeman, Montana • Williams Sporting Goods | Paris, Texas “Game One remains rooted in our local communities and dedicated to providing exceptional service,” said Jayme Wisely, CEO of Game One. “We are part of these communities. And when you add size and scale, we are able to provide better products, better selection and better service to our customers.”

Two NSGA Members Awarded Bauer Retailer of the Year

agency and Julie Prévost-Hilaire of JPH design d’intérieurs.

The announcement — the first rebrand for SFS in more than 20 years — is meant to reinforce that value proposition to athletes of all types: from pro-level competitors to weekend warriors to total newbies. In the months ahead, the company will introduce elements of the transformation, with a full launch planned to coincide with the key Back to Hockey marketing campaign in July 2022. The new brand identity already started rolling out and it will include a new store shopping experience and a new e-commerce platform.

National Sporting

USA Hockey Partners with Winmark/Play It Again Sports

Goods Association

USA Hockey announced a multi-year partnership with Winmark/Play

members Gerrells

It Again Sports to be the official resale partner and an official partner

Sports Center and

of USA Hockey. Winmark will serve as the presenting sponsor of a

the Hockey Shop

new nationwide equipment drive that is currently being developed.

Source For Sports

The concept is for gently used hockey equipment to be collected

won the Bauer

and re-distributed in local programs across the United States.

Specialty Retailer of the Year award at its annual Bauer

>> From left, Gerrells store manager Mike Peterson and owner Eric Knudson.

World event in Miami, Florida.

Gerrells, located in Grand Forks, North Dakota, won the Bauer retail award for the United States. Gerrells has been servicing the Grand Forks area since 1972 and has been a NSGA member since 2007.

Cap America Hires Nixon as National Sales Manager Cap America Inc. has hired Tim Nixon as its sporting goods division’s national sales manager. Nixon, who brings over 25 years of experience

“We are honored and humbled with the award but this could not

within the industry in both sales and

happen without the support of our employees and certainly most

customer service, will be responsible

of all the outstanding support of our loyal, long-standing customers,”

for establishing, maintaining, and growing sales while overseeing 30

said Gerrells owner Eric Knudson.

independent representatives across the company’s sales territories.

40 | NSGA NOW ®

>> March/April 2022

RIGHT PRODUCTS UNIFORMS & SPIRITWEAR READY TO SHIP

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

FounderSport.com

LOCKER ROOM NOW NOCSAE Winter Meeting Recap The National Operating Committee on Standards for Athletic Equipment (NOCSAE) held its 2022 Winter Standards Meeting on January 28. NSGA attended the meeting.

NOCSAE provided updates on the potential Youth Football Helmet Standard. Dr. Robert Cantu, the Chair of NOCSAE’s Scientific Advisory Committee (SAC), said the committee’s recommendation is to have two different standards for the age groups 5–8 and 9–14.

beginning with the 2022–23 school year. The OHSAA Board also voted to move girls and boys lacrosse out of the emerging sports category into the list of OHSAA recognized sports, and also committed to discuss partnering with a group to provide a tournament in Esports (gaming).

The Ohio High School Wrestling Coaches Association has been conducting a girls wrestling tournament since 2020, and the Ohio High School Boys Volleyball Association has been conducting its tournament since 1988.

Cantu said it’s clear from the data that with the younger age group (5–8), the speeds of impact are not very fast but the players’ heads are unusually large and necks are weaker and a heavier helmet would cause more of a whiplash effect. Cantu said the older age group (9–14) is much closer to approximating high school football where players have more speed and stronger necks.

Elizabeth McCalley of the Southern Impact Research Center said one of the issues that affects the potential Youth Football Helmet Standard is the materials for the skull and skin of testing headforms is no longer available. She said SIRC is working on finding different materials that are suitable for all of its headforms.

“While the (youth standard) is an important step, these new headforms are a bigger step because they can be used across all of our standards,” said Mike Oliver, NOCSAE Executive director.

Iowa Adds High School Girls Wrestling The Iowa Girls High School Athletic Union (IGHSAU) Board of Directors voted unanimously to sanction girls wrestling as the organization’s 11th sport. The vote was made at the IGHSAU’s January 12 board of directors meeting and was announced prior to the start of the championship round of the IWCOA Girls State Wrestling Tournament in Coralville. The first IGHSAU-sanctioned season will take place during the 2022–23 school year.

The IGHSAU intends to follow the National Federation of State High School Associations (NFHS) wrestling rules and guidelines. The next steps in this process include meeting with an appointed IGHSAU wrestling advisory committee this winter to finalize details for this roll-out year that include format for the

The NOCSAE SAC announced it accepted a Request For Proposal

season, classification system, weight classes, and postseason/

(RFP) to determine if there should be standards for football

tournament details.

shoulder pads. Cantu said NOCSAE wants to find out the number of incidents of head, neck, chest and shoulder injuries resulting from the impact by shoulder pads.

Cantu also shared a CDC study on the comparison of head impacts in youth tackle and flag football with 500 players between ages 6–14. The tackle group had approximately 390 head impacts per season and the flag group had 11–12 head impacts per season.

There was also a discussion on non-tackle football headgear. Oliver said one of the options which could be considered is a standard to recognize which products are on the market and standardize what is available to consumers.

Ohio Adds High School Girls Wrestling, Boys Volleyball The Ohio High School Athletic Association (OHSAA) Board of Directors voted unanimously to add girls wrestling and boys volleyball as emerging sports 42 | NSGA NOW ®

>> March/April 2022

MEMBER SPOTLIGHT NOW

GIVE ME 5 WITH

Loreena Miceli Owner, The Bench, Bridgewater, Massachusetts

Ownership Challenges for Women

Personal Impact of Title IX

One challenge is not being taken seriously as

Title IX has allowed me the opportunity

a business owner. I’ve had a male cashier ask

to be a competitive ice skater, play on a

me if my husband approved my purchases

competitive travel softball team and has

as if I needed permission to stock my own

opened the door for me to be where I am

store. Aside from that, I’ve actually been

today, a business owner in the sporting

pretty fortunate to have a good network

goods industry.

supporting me and my dream.

Benefits of NSGA Membership

Filling a Local Void

What I find most beneficial about being a member of NSGA is

When my son Tavin was 8, I signed him up for football. I bought

the continuous learning and networking opportunities within the

him a pair of cleats which he outgrew in two weeks. I tried to return

sporting goods industry. Through these, I have met amazing people

them and that was a no-go, so I had to pay for another pair. One

who have provided valuable advice that helped me shape and

day during his practice, some of us parents were talking about

market my business for growth. NSGA has helped me stay informed

how there were no used sports equipment stores in our area.

on the latest sporting and equipment trends, motivating me to

That's all it took for me to jump on my adventure into the sporting

identify opportunities for continuous improvements to my store.

goods industry.

Growth of Women in Sports and the Industry We are in an interesting time where we are seeing that growth being more widely accepted. There are more women commentators, competitors and coaches coming into mainstream, male-dominated sports. Women, like pro hockey player Kendall Coyne Schofield and football coach Dr. Jen Welter, are just a couple of powerhouse examples of women forging a path for the future.

NSGA NOW ®

>> March/April 2022 | 43

Register Today!

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