LEADERSHIP NOW

>> From left, Greg Miller, Pat Donnelley and Larry Aasheim get together at the 2019 Hall of Fame Induction Ceremony dinner. Q&A with the NSGA Board Chairman: Pat Donnelley

By Marty Maciaszek

NSGA Director of Communications

Pat Donnelley faced a challenging transition into his role as Chairman of the National Sporting Goods Association Board of Directors. First, it occurred two years ahead of schedule when Donnelley moved up from Treasurer/Chairman-Elect after Cathy Pryor resigned following her departure from Hibbett Sports. Second, it occurred in the early stages of the COVID-19 pandemic which had many NSGA members such as Donnelley, the Co-Owner/ Partner of Donnelley Sports in Twin Falls, Idaho, concerned about the future of their businesses. Neither situation fazed Donnelley as he successfully jumped into a greater leadership role at such a critical time. But it was not a surprise he was prepared for the transition since he has served NSGA and the sporting goods industry on the Board of Directors since 2014.

In this Q&A, Donnelley talks about the transition, the family’s team dealer business that started in 1975, the challenges ahead and his plans to make a difference as the NSGA Chairman.

Q: How challenging has the transition been to NSGA Board Chairman with all the different circumstances involved?

A: It was very challenging because just a few days after Cathy Pryor left Hibbett we were all hit with the uncertainty from the arrival of the COVID-19 pandemic in the United States. Fortunately, spending almost six years working with a great group on the NSGA Board and the guidance of NSGA President & CEO Matt Carlson and his staff made the transition to Chairman very smooth. Without people like them it could have been much rougher. We were fortunate to be able to conduct the last few Board meetings via Microsoft Teams, but I’m looking forward to getting together with everyone in person again because it is a much better way to read the room.

Q: Why did you get involved in a leadership position at NSGA?

A: The sporting goods industry has done so much for my family and our business. Donnelley Sports has been a member of NSGA since 1976 and it has been so valuable to our success. I believe sharing knowledge is something all of us in the industry should do to make it better, so I was thrilled when the opportunity arose to join the NSGA Board in 2014. It has been very fulfilling to be involved in helping everyone in our industry.

Q: What are some of your goals as NSGA Chairman?

A:I want to support the hard work NSGA does every day to better serve our members and the industry. Even though Donnelley Sports is no longer a retailer, I can appreciate the challenges they face from the 40 years we were in that side of the business. I need to make sure all segments of our core constituents – from ski and snowboard, hockey and big-box retailers to the independent team dealer – have their needs represented.

I want to help NSGA execute its strategic plan and successfully carry out the initiatives it is looking to accomplish. One of those goals is to emphasize to people in the industry that if you are not a member of NSGA you need to become one to succeed.

Q: How can NSGA best help its core members of retailers and dealers?

A: Providing different resources to save us time is a huge help. We get information we need on rule changes taking place in all levels and all sports and that helps us make the right decisions for our customers. Making important resource tools available such as the state ball list saves us the time of doing it on our own. NSGA is always ready to advocate for us, and while they cannot solve every issue, they are always willing to investigate it and help. The education and networking opportunities at the Management Conference & Team Dealer Summit are invaluable.

COVID-19 also showed how important NSGA is to its members and the industry. We were regularly informed on the status of the Paycheck Protection Program and what we needed to do to get the funding our businesses needed to survive. NSGA produced great resources on what was going on with sports throughout the country and how each state was handling re-opening plans. Everything NSGA provided was a huge help during such a tough time.

Q: The NSGA Management Conference & Team Dealer Summit was not held in 2020 and pushed back to September 2021 in Naples, Florida? Why are in-person events such as this still important?

A: It is gratifying to hear so many people in the industry talking about how excited they are to get together again at the Management Conference and Team Dealer Summit. It shows how much people value those in-person connections and the ability to share ideas. Like many things, you do not realize how much you miss them until you do not have them. I know I missed the chance to see friends in the industry and come away with new ideas for our business.

While September is an odd time for the Management Conference, it is great for this year because it gave everyone time to have the opportunity to get a COVID-19 vaccination. Hopefully more companies will have their travel restrictions lifted and will be able to attend. The

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>> From left, Tyler Grogan of Grogan-Marciano Sports, ex-NFL quarterback Jake Plummer and Pat Donnelley chat during the 2019 Management Conference.

Zoom calls and virtual meetings were a great stopgap, but it is no substitute for the actual events like the Management Conference and trade shows where you learn so much from your industry peers.

Q: How did you and your family get Donnelley Sports started? How has the company evolved?

A: My dad and mom used a $5,000 Small Business Administration loan to start Donnelley Sports. I received my bachelor’s degree in business administration from Boise State University in 1982 and took a job in the family business. My brother Mike, my brother-in-law Scot and I bought Donnelley Sports from my parents in 1993 and have successfully operated what I would call a mid-major size company in the industry.

Our membership in Sports, Inc., and NSGA has helped us build and sustain a very loyal customer base in Idaho and Nevada. When Donnelley Sports started, we were primarily a retail operation with some team business, but gradually that shifted and as retail sales dropped, we decided in 2016 to close our primary store in Twin Falls and focus on the team side. It was a tough decision, but it worked out well for us and we created a showroom, the Twin Falls Locker Room, that allows us to service customers in a first-class way.

Q: Why are sports so important to you and your family?

A: Sports and the outdoors were always a big part of our lives growing up in Idaho. I played golf for two years in college and as an athlete growing up I always had a real competitive nature and that served me well in this industry because it’s very competitive. My dad was a high school athletic director, coach and teacher. We would always follow him along to the gym on Saturdays and we had a lot of access to a lot of fun stuff. Sports were always a part of my life and my brothers’ lives as well.

Q: How important is the issue of sports participation?

A: It is vital to our industry’s success. A big concern is who were shut out of team sports because of COVID-19 restrictions. How many of those kids decided not to come back because they found other activities? Hopefully we can find ways to get those kids back to sports.

Another big concern is the emphasis on “elite” competition and specialization. Too many kids are being forced to choose one sport over others at early ages because of time commitments. Kids should be encouraged to compete in different sports through high school. The proliferation of club and travel sports is shutting out too many kids whose families do not have the financial resources or time to make such a major commitment. The start of club and travel teams at younger and younger ages is hurting the local rec leagues for kids looking for a more fun and less-pressurized sports experience.

One of the things many of us have done in the industry, and we need to continue to do, is promote the values and benefits of athletic competition and exercise for everyone. The more people we have participating, and not on the sidelines, in numerous sports, the better it is for our business.

Q: What are the biggest issues sporting goods retailers and team dealers face?

A: One of the big topics discussed in The Sporting Goods Rebound, NSGA’s virtual event in May, is supply chain issues caused by COVID-19. There are delays much longer than usual in getting certain products because of issues related to shipping and/or manufacturing that are out of our control and may not be resolved for a while. With these supply-chain issues, planning is more important than ever because you do not want to get caught without products a customer wants. What we can control is making sure we have different options available for our customers and explaining to them that even though Product A is not available, Product B is a viable option.

COVID hurt a lot of schools from a revenue standpoint so tighter budgets are an issue we will be dealing with. This is where having a variety of quality product options is important.

Selling direct to consumer continues to be an issue that was exacerbated by COVID. It is not one that is going away but it is important the brands and manufacturers continue to see the value of their products being well-represented through the retailer and dealer network.

Q: How has Donnelley Sports been able to create solid relationships with vendors?

A: We have worked extremely hard through the years to make sure our vendors view us as a valued partner and know that we need each other to be successful. We make sure we understand their products and share that knowledge with our customers. It is more important than ever to build more than a transactional relationship because that will not work for either side long-term.

Relationships with team brands are more critical than ever now. We have built a lot of equity with our vendors through our loyalty and commitment to their products. It should also be a two-way street and we need the vendors maintaining great relationships with dealers and retailers. Communication on both sides is more important now than ever and if we all work together, we will all be in a better position to succeed.

Q: How important is it for those in the industry to stay ahead of the curve with technology?

A: This has been a big issue for years, but COVID-19 showed just how crucial it is to not fall behind in this area. Suddenly, our ability to meet in person with an athletic director or a coach came to a halt but we still needed ways to stay in touch with them and provide them with the service they needed. A strong social media presence is vital to stay connected to your customers. Having some type of online sales capability is also important.

Q: Finally, can you share you best fish story with us?

A: Most recently my wife Lisa and I took our fishing trip to British Columbia. We were fishing for salmon and halibut and I got a rockfish. As I’m reeling him in a sea otter grabs him and now the sea otter and rockfish are battling. About that time an eagle swoops in and takes the rockfish from the sea otter and has my fish on the lure and is flying. I gave the line a big jerk and jerked the fish from the eagle. So, in one cast I caught a rockfish, a sea otter and an eagle and I have witnesses to prove it!

>> Pat Donnelley meets with Laura St. George and Mark Cicotte of GARED during Speed Networking at the 2018 Management

Conference

PAT DONNELLEY’S FAVORITE THINGS

MOVIE: The Sandlot

FOOD: Hamburgers

VACATION/GETAWAY: Family cabin

SPORTS TO PLAY: Golf and fishing

SPORTS TO WATCH: Football and golf

TEAM: Green Bay Packers

BOOKS: Shoe Dog by Phil Knight, 12 Mighty Orphans by Jim Dent

AUTHOR: Pat McManus (outdoors humor writer)

Activate.Elevate.Celebrate.