CAPTURING THE FLAG BOOM
IN-DEPTH LOOK AT FLAG FOOTBALL’S EXPLOSION ICE DREAM A REALITY WITH WOMEN’S PRO HOCKEY
IMPACT OF AI ON YOUR BUSINESS
TABLE OF CONTENTS
4
CEO NOW
Staying Ahead of the Games People Play
6 CONFERENCE NOW
Panel with Josh Mayer of Easy Post (pictured) Dives Deeper into AI
9 ASSOCIATION NOW
Remembering Hall of Famer Bill Sorenson
11 INDUSTRY NOW
NSGA Looks at Holiday Shopping Forecasts
22 OPERATIONS NOW
Steps to Prepare Your Business for 2025
24 RETAIL NOW
Cash is an Important Four-Letter Word
26 HDA NOW
PWHL Excitement Grows for Second Season
29 NEWS NOW
Leadership Changes at Rawlings, Riddell, Nike; Brian Pepper Joins Pro Sports Group
35 MEMBER SPOTLIGHT NOW
Give Me Five With Keith Manning, Jack Pearl’s Team Sports
12
PARTICIPATION NOW
Flag football is booming across the country. NSGA takes an in-depth look at the impact it’s having for female athletes.
6
26
>> Cover photo and Georgia High School Association flag football photos courtesy of Cecil Copeland and Michael Gonyea via GHSA.
>> Stevenson High School flag football photos by Vergil Magsino.
>> Professional Women’s Hockey League photos courtesy of the PWHL.
CEO NOW NSGA OFFICERS
One of the panel discussions at NSGA’s annual conference in 2019 focused on the emergence of flag football, ice hockey and wrestling for girls and women.
We wanted our attendees to learn more about the potential opportunities in these sports. The panel shared valuable insights into participation, particularly at the youth and high school levels, and the differences in equipment and uniform needs between the boys and girls in those sports.
Girls wrestling has exploded at the high school level and has its own state championship tournaments separate from the boys in nearly every state. Girls flag football may not be far behind, especially given that flag football will be featured at the 2028 Los Angeles Olympics. Girls/ women’s ice hockey could receive another boost with a positive start from a new professional league.
This issue of NSGA NOW takes an indepth look at the growth of girls flag football at the high school and collegiate levels. We also have a story about the Professional Women’s Hockey League (PWHL) as it comes off a successful first year and is taking strides to increase its brand and interest.
The excitement for girls high school flag football has been evident in NSGA’s own backyard in the Chicago area. This was the first year it was an officially sanctioned sport in Illinois and more than 100 schools throughout
the state participated in a postseason tournament that culminated with a state championship weekend in mid-October.
The number of states with sanctioned girls flag football is now in double figures. Hawaii added it for the spring of 2025 and Pennsylvania added it for the fall of 2025. Other states have pilot programs and the need for uniforms and equipment — albeit much different from tackle football — is going to grow. On the ice, the PWHL starts its season at the end of November. The league’s “Inaugural Six” teams in the United States and Canada figure to be more recognizable to fans since they now have nicknames and logos. The fan interest has also necessitated having games moved to larger arenas. That’s a great sign and hopefully there will be a trickle-down effect for younger girls with dreams of playing professionally. We hope the increase of opportunities for girls and women to participate in these sports provides more opportunities for sales for you as another holiday shopping season gets closer. NSGA hopes it’s a happy and prosperous time not only in your businesses but with your families and friends as well.
Best regards,
MATT CARLSON PRESIDENT & CEO
CHAIRMAN OF THE BOARD
GORDON GEIGER
Geiger’s, Lakewood, OH
TREASURER/CHAIRMAN-ELECT
BOB FAWLEY
Capitol Varsity Sports, Oxford, OH
PAST CHAIRMAN
PAT DONNELLEY
Twin Falls, ID
BOARD OF DIRECTORS
KEVIN BEZANSON
Cleve’s Source for Sports, Halifax, Nova Scotia, Canada
TROY FREEMAN
Play It Again Sports, Minneapolis, MN
COLE JOHNSON
Johnson-Lambe Sporting Goods
Raleigh, NC
JUSTIN MILLER
Scholastic Sports Sales, Manlius, NY
MICK MONTGOMERY
Denver Athletic Supply, Englewood, CO
RON RUGAL
B&R Sporting Goods, Shelby Charter Township, MI
JOHN SCIPIO
SV Sports, Pottstown, PA
NSGA TEAM LEADERS
MATT CARLSON
President & CEO
HAYLEY FANSLER
Director, Business Development
MARTY MACIASZEK
Director, Team Dealer Division, Communications
JULIE PITTS
Director, Public Affairs and President, NSSRA
NICK RIGITANO
Director, Insights and Analysis
JENNIFER SHAFFER
Chief Financial Officer
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). Subscription price of $50 per year is included in membership fee. Non-member subscription information available from publisher. Periodical postage paid
UNLOCKING BUSINESS GROWTH THROUGH AI AND ANALYTICS
BY TOM VAN JACOBS HDA MANAGING DIRECTOR
“AIis not magic; it is math,” stated Stephen Keith Platt during a panel on day two of the NSGA 2024 Leadership Conference exploring how to maximize business potential through AI and analytics.
Moderated by Platt, Director of Analytics and Lecturer of Applied AI at Loyola University Chicago’s Quinlan School of Business, the panel included insights from Carl Ceresoli, Chief Technology & Security Officer at Pacers Sports & Entertainment; Josh Mayer, Head of Professional Services at EasyPost; and Arianne Parisi, Global Chief Digital Officer for the JD Group. Each speaker highlighted different aspects of their AI journey, providing
attendees with a roadmap to effectively integrate AI and analytics to stay competitive in the rapidly evolving technological landscape.
Platt began by explaining the fundamentals of AI, emphasizing that AI applications do not think; rather, they execute tasks in a way that appears intelligent, driven by machine learning that improves as more data is provided. He shared a case study from the retailer Finish Line where he helped
optimize product margins by using AI to enhance their markdown strategy. The previous model was arbitrary, but through data analysis, Finish Line was able to refine its business approach.
“AI assistance improves customer sentiment, increases employee retention and may lead to worker learning,” Platt said. “And the results suggest that access to generative AI can increase productivity.”
Mayer spoke about the early stages of AI adoption in many companies and he outlined three phases of the AI journey: descriptive, predictive and prescriptive.
>> From left, Josh Mayer, Arianne Parisi, Carl Ceresoli and Steven Keith Platt during the panel discussion “Maximizing Business Potential with AI and Analytics” at the NSGA 2024 Leadership Conference.
• The descriptive phase focuses on understanding past events, where tools like generative AI (e.g., Google Pilot) can help businesses analyze data more efficiently.
• The predictive phase involves using AI algorithms to anticipate future trends, such as product demand. Mayer said using your team to predict product demand is still normal but AI algorithms can help with efficiency.
• The prescriptive phase is the most advanced, using AI for optimization. This phase of optimization can be used in inventory management or pricing strategies, offering businesses significant potential for improvement.
Next, Parisi emphasized two areas where AI can drive growth: the “front of house,” which involves revenue generation, and the “back of house,” where AI enhances operational efficiency.
“The greatest risk is standing still,” Parisi noted, urging retailers to adopt AI now. She highlighted that only 2% of marketing campaigns are currently powered by generative AI, but by 2030, that figure is projected to reach 30%. Parisi advised businesses to partner with major tech firms such as Google to educate leadership teams on AI’s potential and to explore third-party SaaS solutions to jumpstart AI initiatives.
You do not need to create your own AI platform because there are third party applications out there to help your business get started. Leadership involvement is crucial, she added, encouraging executives to experiment with AI themselves and then empower their teams to explore its benefits.
Ceresoli closed the panel by emphasizing the importance of building strong partnerships with tech companies, especially in industries like sports where technology is not a core competency. Security for your company in the tech space is important and he advised adopting advanced security and event
systems such as Microsoft’s Sentinel to help safeguard your company. Ceresoli said it may seem intimidating to approach the big tech companies for help in security with AI, but those companies are open to helping because it is the new way forward.
The insights from the panel at the 2024 Leadership Conference highlight the importance of embracing AI as a powerful tool for business transformation. Platt and the other panelists emphasized AI is already proving its worth in optimizing processes, enhancing productivity and driving growth across industries. Whether it’s improving product margins,
predicting consumer demand, or streamlining operations, AI offers substantial benefits.
As a key takeaway, businesses should not hesitate to embark on their AI journey and look to leverage partnerships, existing partnerships, existing platforms and the growing capabilities of Generative AI. As Ceresoli, Parisi and Mayer all stressed, companies that adopt AI now will position themselves for long-term success in a rapidly evolving technological landscape. Standing still is not an option and adopting AI is essential to staying competitive.
>> Arianne Parisi of the JD Group makes a point with Carl Ceresoli of Pacers Sports and Entertainment during the AI panel discussion.
Scholarship includes:
• Registration fee for the 2025 Conference
• Accommodations for Sunday, Monday and Tuesday
• Daily breakfasts, luncheons, receptions and Sporting Goods Industry Hall of Fame Dinner and Induction Ceremony
Application deadline is January 10, 2025
Only NSGA member retailers and team dealers are eligible to receive a scholarship
Learn more and apply at nsga.org/scholarship
HALL OF FAMER, GYMNASTICS EQUIPMENT ICON BILL SORENSON PASSES AWAY ASSOCIATION NOW
Bill Sorenson’s success as a competitive gymnast led to his transformation of the sport through the innovative creation and development of equipment. His contributions to the sport led to his induction into the Sporting Goods Industry Hall of Fame in 2022 and NSGA was saddened to learn of Sorenson’s passing on August 3 at 93 in Lake Saint Louis, Missouri.
Sorenson built his first trampoline in his garage and that led to a company that produced a full line of gymnastics apparatuses and protective pads for major national and international competitions. He was also the lead inventor on more than 10 patents for gymnastics equipment.
“Mr. Sorenson was an amazing success story with the path he took into gymnastics and how he enhanced the sport for so many competitors and fans,” said Matt Carlson, NSGA President & CEO. “His influence and impact also expanded into the product development of other sports such as golf, tennis, track and field and skiing. We extend our sincerest condolences to Mr. Sorenson’s family, friends and colleagues.”
Sorenson graduated from Jefferson High School in Jefferson, Iowa. He was a competitive diver as a freshman at the University of Iowa when he was asked if he had ever been on a trampoline by gymnastics coach Dick Holzaepfel. This transformative moment led Sorenson to become the Big Ten Conference champion in the trampoline in 1953 and a gold medalist in the AAU National Championships.
After a six-month stint as a professional trampoline performer at Radio City Music Hall and the Palace Theater in New York City, Sorenson returned home to Jefferson and built his first trampoline, the Aqua-Tramp, in his garage.
He started making diving and recreational trampolines in the basement of his father-in-law’s hardware store and in 1954 founded the American Trampoline Company, which became American Athletic Inc. (AAI) in 1957.
AAI became the official equipment supplier to the United States Gymnastics Federation (USGF) in 1963 and provided the competition equipment for two Olympic Games, the Pan American Games and the Commonwealth Games. AAI merged with Head Ski in 1968 and in 1971 became the AMF Corporation, where Sorenson oversaw and had a major impact on product development for companies such as Head Ski, Head Tennis, VOIT, Pacer Track & Field and Ben Hogan Golf.
Sorenson became CEO of American Sports Products Group (ASPG) in 1994 and acquired several sports brands including AAI. He also served on the Board of Directors of Gill Athletics from 2002–18.
In addition to his induction into the Sporting Goods Industry Hall of Fame, Sorenson was inducted into the USA Gymnastics Hall of Fame in 1978 and the U.S. Trampoline and Tumbling Hall of Fame. He served on the Board of Directors of the International Gymnastics Hall of Fame and received the Frank Bare Award in 2016 for promoting and growing the sport in the United States.
Sorenson is survived by his wife Mary Jane Seela Sorenson and their three daughters, Sue Sorenson Weekley, Joan Sorenson and Nancy Sorenson Cavazos, five grandchildren, four great-grandchildren and five siblings.
A celebration of life was held for Bill Sorenson on October 26, 2024 in Jefferson, Iowa. In lieu of flowers, memorials can be made in the name of Bill W. Sorenson to the Jefferson Elks Lodge No. 2306, Attn: Veterans Fund, 103 West Harrison, Jefferson, Iowa 50129 or for the repair and replacement of worn Veteran flags to the City of Jefferson, Attn: Memorial Day Avenues of Flags Fund, 220 N. Chestnut Street, Jefferson, Iowa 50129.
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INDUSTRY NOW
RETAIL FORECASTS: SLIGHT
GROWTH FOR THE UPCOMING HOLIDAY SEASON
BY NICK RIGITANO NSGA DIRECTOR OF INSIGHTS AND ANALYSIS
The holiday season is quickly approaching and the National Sporting Goods Association (NSGA) has been keeping note of various 2024 holiday sales growth forecasts released by multiple organizations. The overall sentiment from the retail holiday forecasts released as of mid-October shows slight growth expected for the upcoming season with the largest gains driven by e-commerce.
NATIONAL RETAIL FEDERATION (NRF)
NRF is forecasting holiday spending (November and December) to grow between 2.5 percent and 3.5 percent compared to 2023. This forecast compares slightly lower to last year’s holiday forecast of 3–4 percent and actual increase of 3.9 percent (2023 vs. 2022).
Online and other non-store sales, which are included in the figure, are expected to remain strong, increasing between 8 percent and 9 percent. Last year nonstore sales rose 10.7 percent vs. 2022.
“We remain optimistic about the pace of economic activity and growth projected in the second half of the year,” NRF Chief Economist Jack Kleinhenz said. “Household finances are in good shape and an impetus for strong spending heading into the holiday season, though households will spend more cautiously.”
INTERNATIONAL COUNCIL OF SHOPPING CENTERS (ICSC)
The ICSC is expecting retail sales to grow between 3.0 and 3.5 percent year-over-year this holiday season (November and December). On average, holiday shoppers plan to spend $706 on gifts and related items — the most since 2018. Regarding purchase channels, the ICSC expects consumers once again to take advantage of omnichannel shopping with 92 percent of holiday shoppers planning to shop in-store and nearly all those shoppers planning to buy online from the same retailer’s website of the store they visited.
DELOITTE
According to Deloitte’s annual forecast, holiday retail sales (November 2024–January 2025) are likely to increase between 2.3 and 3.3 percent compared to last year. This range would represent a smaller increase from last year’s holiday sales growth. Last year’s forecasted range was of 3.5–4.6 percent. As in past years, e-commerce is expected to once again play a big role this holiday season, forecasted to grow between 7 and 9 percent.
“Although the pace of increase in holiday sales will be slower than last year, we expect that healthy growth in disposable personal income (DPI), combined with a steady labor market, will support a solid holiday sales season,” said Akrur Barua, economist, Deloitte Insights.
MASTERCARD
Mastercard anticipates US retail sales to grow 3.2 percent this holiday season (November 1–December 24), according to Mastercard SpendingPulse, which measures overall retail sales across all payment types. As has been the norm in today’s omnichannel world, consumers are expected to shop across all channels with e-commerce forecasted to increase 7.1 percent and in-store sales to increase 2 percent. Mastercard also points out the comparatively shorter holiday season, with Black Friday falling later in November this year than compared to last, could ultimately lead to some volatility with year-over-year comparisons.
BAIN & COMPANY
Bain & Company is forecasting subaverage growth of 3 percent in US retail sales this holiday season (November and December only), slightly below the 10-year average growth rate of +5.2 percent. The forecast calls for non-store sales (e-commerce and mail order) to grow by 9.5 percent while in-store sales will increase by just 0.5 percent.
For updates on additional holiday retail sales forecasts as they are released, be sure to stay tuned to the NSGA Scoreboard newsletter or scan the QR code.
PARTICIPATION NOW
GIRLS FLAG FOOTBALL A BIG HIT IN HIGH SCHOOLS
BY NICK VLAHOS
Sarah Gutierrez was a lacrosse and field hockey athlete in high school. She also played club lacrosse and rugby in college. Still, she always felt something in her athletic career was missing.
Almost two decades later, as a high school coach, Gutierrez found it. Although part of that sport is missing a few things, too — like shoulder pads and tackling.
Gutierrez co-coaches a girls flag-football team at Stevenson High School in Lincolnshire, Illinois, a northern suburb of Chicago. Stevenson is one of at least 160 Illinois schools sponsoring teams in flag football’s first season under Illinois High School Association-sanction.
For some girls, this is an opportunity to play a sport usually associated with boys, brute strength and rough-andtumble physicality. For Gutierrez, a 2007 Stevenson graduate, it’s become a case of delayed gratification. With an emphasis on the gratification part, perhaps.
“What a dream come true,” she said. “I feel like I’ve always just loved football. I could sit and watch it for 12 hours on a Sunday and be as happy as I can be.
“For every single one of us who maybe didn’t get an opportunity at football, to get this chance, I can’t overstate enough how much it’s meant, just as a coach and as a fan of the game. Truly, it’s been the joy of my career in so many ways.”
The joy appears to be spreading. In addition to the dozen states that offer championships in flag football, another 19 are operating pilot programs, according to the National Federation of State High School Associations (NFHS).
Colorado joined Illinois in inaugurating girls flag football as a sanctioned sport
this autumn. The other states that play fall flag football are Alabama, Alaska, Arizona, California and Georgia. Nevada plays in the winter. Florida, Hawaii, New York and Tennessee play in the spring. Pennsylvania just announced it will sanction the sport in 2025–26.
“The way that it’s growing, you’re missing the boat on a tremendous opportunity if your state has not sanctioned girls flag football,” said Ernie Yarbrough, who helped the Georgia High School Association establish the sport.
Rules vary from state to state, although most states play a 7-on-7 format. The national federation is expected to issue a rule book in time for the 2025–26 academic year, perhaps with an option for 5-on-5 play, which is to be the Olympic standard.
Dr. Karissa Niehoff, the CEO of NFHS, doesn’t appear all that surprised about the flag-football surge.
Niehoff cited proactivity regarding concussion and heatstroke prevention, as well as the general love affair Americans have with football. She also noted flag football will be a medal sport in the 2028 Olympic Games, to be held in Los Angeles.
Like Gutierrez, Niehoff suggested the flag version of the sport provides a prime opportunity and outlet for females.
“Women love football, too,” Niehoff said. “It’s a neat sport. With flag, it’s accessible, it’s affordable, it’s easier to coach, it’s easier to officiate, and there’s less (physical) risk associated
>> Stevenson (IL) High School head coach Sarah Gutierrez and assistant coach Paul Mazzuca
with flag than traditional tackle. It’s exciting. It’s fast. It’s taken off around the world. It’s just exploding.”
Georgia is among the states where the recent flag-football fuse first was lit, although it’s been played in Florida for about two decades.
A pilot program began in Georgia in 2019, according to Yarbrough, who retired recently from the GHSA. The NFL’s Atlanta Falcons offered to shepherd the pilot program, part of the league’s overall flag-football outreach effort.
The NFL partnership first was broached about five years ago, according to Niehoff. It picked up momentum once the COVID-19 pandemic began to ease.
Illinois flag programs have a relationship with the Chicago Bears that’s similar to the one Georgia programs have with the Falcons. The Bears’ initial focus was with Chicago Public
League teams, but the NFL franchise also helped Stevenson pay for uniforms and equipment, according to Gutierrez.
“None of this exists if not for the Chicago Bears,” she said.
In Georgia, the pilot program featured 19 schools in suburban Atlanta.
“There wasn’t a lot of apprehension involved, because the Falcons were the ones putting the effort and the money into it,” Yarbrough said. “We had the opportunity to sit back and watch it for a year. Once we got the feedback from the schools that were involved and more of a partnership with the Falcons, it became a no-brainer.”
In 2020, the Georgia federation sanctioned flag football as a championship event. About 80 schools participated. This academic year, that number grew to 280 among the 463 Georgiaassociation members.
Title games in four enrollment divisions are to be played in December at the Falcons’ home field, Mercedes-Benz Stadium in Atlanta. They’ll be held in conjunction with the tackle-football state championships.
“It’s ended up being one of our absolutely fastest-growing emerging sports in our state,” Yarbrough said about flag. “I’ve been surprised how many people called it their new favorite sport.”
Football ranks right below Godliness in the South, according to Yarbrough, so his former constituency takes the sport seriously. The flag version appears to be no different.
“It’s still football,” Yarbrough said. “When you watch these kids, there’s no doubt they’re giving all they’ve got to this, emotionally and physically.
“What some people thought was it was going to be a glorified powder-puff situation. They found out real quick that’s not what it is. These kids are skilled, and they’re getting better.”
Camps the Falcons sponsor for athletes and coaches contribute to that.
A Georgia girl, Alexandria Lofton of Columbus, was on a team that won gold this past summer in the USA Football Junior International Cup. Teams from Canada, Japan, Mexico and Panama competed.
Tracie Henry, an IHSA assistant executive director, echoed Yarbrough’s sentiments regarding flag-football quality. She also echoed Yarbrough’s sentiments regarding how fast the game is spreading. At first, the IHSA expected about 125 of its 815 members to field teams.
“To be honest with you, the game is fast,” Henry said. “These girls are extremely
athletic. A lot of these teams can air it out. It’s fun to see the athleticism and to see the girls get into the strategy of playing the game. It’s great to see them compete at a high level, but with sportsmanship and camaraderie.”
For those athletes new to football, the introduction the flag version offers can be a positive, according to Niehoff. She also said it offers a way for young people to understand physical skills that can transcend sports.
“If you talk about defensive positioning, tracking with your eyes, anticipating movement, how to execute a play, flag is terrific in that regard, because kids don’t have to worry about getting hit,” Niehoff said. “For younger kids, that’s appealing. For parents at the dinner table, that’s appealing.
“If and when a young person is ready to play tackle (football), they’re ready to move right into tackle. There are a lot of boxes you can check with flag that are positive.”
Among the positives are the appeal flag football has for high school students who haven’t played other sports. That accounts for about 50 percent of flag-football rosters, according to Niehoff.
Continued on page 14
>> Stevenson (IL) High School head coach Sarah Gutierrez, Katie Baird (13), Elle Alder (11)
PARTICIPATION NOW
Continued form page 13
“Whenever another sport enters the landscape, people say, ‘Oh, we should be concerned about one sport losing numbers while another gains numbers,’” she said. “In this case, we’re seeing an absolute addition. This is a program for kids who have not been engaged.”
Stevenson senior Elle Alder is among those flag-football kids who have been engaged in other sports. She began competitive swimming in fourth grade as her family moved for work from Michigan to the Philippines, then to the northern suburbs of Chicago.
But shortly after she contracted COVID-19, in late 2020, Alder came down with Multisystem inflammatory syndrome in children (MIS-C). Symptoms include persistent fever, tiredness and muscle pain.
“The inflammatory levels in my body totally skyrocketed,” Alder said.
Alder spent a week in intensive care. She lost a lot of muscle mass but tried to return to the pool. In that attempt, she tore just about every ligament in her legs, she said. Three months of physical therapy, five days a week, didn’t help.
That spelled the end of Alder’s competitive-swimming career.
“It had been my life, so it was total defeat,” Alder said.
Not entirely, as it turned out. Last year, some of Alder’s friends convinced her to join them in signing up for Stevenson’s nascent flag-football team. She agreed, albeit reluctantly, because she had nothing better to do, she said.
Among the first events in which the Stevenson team played was a Bearssponsored jamboree.
“It was just an eye-opening experience,” Alder said. “I was sitting there in downtown Chicago and I was like, ‘Wow, this is huge.’”
Since then, flag football has become a big part of Alder’s life. She prefers to play
defense — cornerback or safety — because she basically has bricks for hands, she said: “I’m not the best catcher.”
But Alder most definitely appears to have caught flag-football fever.
“I practice with a bunch of girls who all want to be here and all want to have fun, and we’re all simultaneously learning this whole thing,” she said. “It’s just so, so fun. It’s something I’m going to be telling my kids about.”
One of Alder’s coaches appears to appreciate her sentiments.
Gutierrez, who with Kelsey Manning co-coaches the Stevenson team, sees flag football as another element in the recent rise of women’s athletics. That includes the expanding popularity of the WNBA, sparked in large part by rookies Caitlin Clark and Angel Reese.
According to Gutierrez, flag football can be an antidote to declines in school spirit and the rise of non-school club sports, which is a big thing in her area.
“There is not a club option for this, and I kind of hope there never is,” Gutierrez said. “They’re not being promised
scholarships if they play for a certain club. They literally just get to play. I think there’s something beautiful and special about it.
“There’s something special to be said when you get together with other high school students and you play with that name across your chest. So much of that thing that’s special about high school sports is getting diluted. This is bringing it back. It’s like you’re capturing something from a bygone era.”
NICK VLAHOS
Nick Vlahos has spent most of the last 40-plus years covering sports for newspapers in Illinois, Missouri and North Dakota. He was a columnist and high school sports editor at the Peoria (Illinois) Journal Star, where he worked for more than 34 years. Vlahos is a graduate of Bradley University and the University of Missouri. He also is a hopeless Chicago Cubs fan, as if there is any other kind.
>> Elle Alder (11) gets ready on defense.
FLAG FOOTBALL EQUIPMENT/UNIFORM NEEDS
BY BRUCE MILES AND NICK VLAHOS
Tackle football is one of the most equipment-intensive sports but the needs for flag football are much different.
Footballs, flags, cones, uniforms and possibly some protective headgear is enough to play.
Here are some thoughts on what is needed from the sporting goods industry.
RICKY HUFTY, Head Coach at Florida Gateway College
“The one thing that is kind of cool and nice about flag football — and we pitch this to a lot of schools — is that you really just don’t need a lot to operate on a day-to-day basis from an equipment standpoint. You need footballs, and we use a youth-sized football. We use flags and cones. There are some luxury items like agility poles and things you can use to train. But it’s different from tackle football, where you need blocking sleds, and you need all the padding.
“From the equipment standpoint, if they (sporting goods dealers) are able to have those things available to order — the flags and obviously the footballs that everybody carries. You’re just making sure they carry that youth size, the nice genuine leather ball. And as these brands start to add the women’s flag football gear – we’ve met with Nike and Under Armour recently, and they wanted to know, ‘What can we do to have flag football gear?’ So we tell them, ‘Here’s what people want in terms of uniforms, cleats. All that stuff is coming down the pipe.’”
PAUL NELSON, Athletic Director at Benedictine University
“I do feel like for the growth, especially at the Division III level, any kind of support, whether it’s equipment or doing what you’re doing (in NSGA NOW) in helping to promote the sport by writing stories about it and being positive about it, I
think that’s huge because the young female athlete, whether she’s in grade school or possibly even younger, they’re still trying to figure out what they want to get into. They’re going to see the growth of this sport. They’re going to have so many role models they’re going to be able to emulate. I think that’s huge. I think what you’re doing by promoting it is the greatest thing that can be done.”
TRACIE HENRY,
Assistant Executive Director, Illinois High School Association
“It’s a relatively affordable sport. You need flags. A softshell helmet is optional. Girls are required to wear mouth guards. Some teams are doing reversible jerseys and a pair of shorts. It is a relatively inexpensive sport to get started. I have not heard of that many problems or any issues in the getting of equipment.”
DR. KARISSA NIEHOFF, CEO, National Federation of State High School Associations
“It’s one of the most affordable sports experiences you can have at a school. Belts, flags, jerseys, a handful of footballs, and if you’re in the competitive stage, you’ll need to have lined fields and officials. The equipment itself is very cheap. For a school, it’s going to be, ‘Do I have the space, can I buy some shirts, can I buy belts with flags, footballs, and can I build a schedule with a coaching stipend?’ Probably the most expensive thing is the bus. It really is an affordable sport
if you look amid the landscape of what other sports might cost.”
ERNIE YARBROUGH, formerly with Georgia High School Association
“The uniforms are pretty basic – shorts and jerseys. You don’t have the helmets or the pads or any of the other apparatuses that go with that stuff. All of the manufacturers of athletic equipment, they also have seen the rise in popularity. At one time, there might have been one or two outlets. Now, you can go on a website and Google it, and you’re overloaded with sources for flag-football equipment.”
SARAH GUTIERREZ, co-coach, Stevenson (Illinois) High School
“We got two giant packages of equipment last year – flags, cones, stopwatches … we got tons of stuff (received a $2,500 grant from the Bears for uniforms). It made it real easy for our AD (athletic director) to say yes. We’re from a school that has a lot of resources, but that made it an easier sell. The only thing athletes have to have is a mouth guard. You can play in cleats, or you can play in tennis shoes.”
>> Action from the Georgia high school state finals.
>> Florida Gateway College celebrates its 2024 NJCAA title.
WOMEN’S FLAG FOOTBALL BOOM
GAINING MOMENTUM AT COLLEGIATE LEVEL
BY BRUCE MILES
Several sports have enjoyed boom years in popularity.
Hockey skated into the American mainstream following the U.S. Olympic team’s “Miracle on Ice” in 1980.
Soccer continues its popularity as any footy mom who gets up for early practice will attest.
But there are booms, and there are sonic booms.
The sport of flag football, especially among girls and women, is sending shock waves across playing fields nationwide and around the world and is creating new opportunities for sporting goods dealers.
How fast is flag football growing?
“My experiences with the sport are very limited — we’ve never played a flag football game on our campus,” said Paul Nelson, athletic director at Benedictine University in Lisle, Illinois, a suburb of Chicago. Benedictine, an NCAA Division III school, is adding women’s flag football in the spring of 2025.
Nelson added a touch of humor and wonder to illustrate how fast things are moving with flag football at the college and university levels.
>> Paul Nelson
“To be honest, I don’t even know the rules yet,” he said with a chuckle. “I’m still learning things.”
The statistics on the explosive growth of flag football are staggering, particularly in areas other than at the high-school level, where the sport already has gained a strong foothold. Women’s flag football has a championship and scholarships at the National Association of Intercollegiate Athletics (NAIA) level, according to USA. Football.
According to the National Sporting Goods Association’s (NSGA) most recent annual sports participation study:
• Overall female participation reached 1.6 million in 2023, an increase of 55 percent from 1 million participants during the previous year (2022).
• Among youth (ages 7–17), girls participation jumped from 419,000 in 2022 to 547,000 in 2023.
• On a frequency basis, 46 percent of female participants fell into the occasional and frequent categories in 2023, up from 27 percent of female participants in 2022.
The NFL has taken notice. Its Pro Bowl game has switched to a flag football format, and the league is heavily involved in the sport. Its NFL Flag program features “more than 1,800 leagues in 50 states.” On top of that, the National Junior College Athletic Association (NJCAA) announced in 2021 a grant of $150,000 “provided by the NFL and the application process “to support the initiative of expanding women’s flag football towards garnering full NJCAA championship sport status.”
No doubt the NFL realizes that young people who grow up playing flag football eventually become consumers of NFL products, from games to merchandise.
“We’re based in North Carolina, and I’m sure girls who participate in the Panthers’ women’s flag football team are more likely to tune into the Panthers’ game on Sundays,” said Jessica Hernandez, development operations associate at
NJCAA. “Maybe it’s a direct correlation, and it also could be a byproduct.
“We really appreciate our partnership with the NFL and RCX Sports. We’re very excited to see where we can grow.”
Flag football also will be represented and played at the 2028 Olympic Games in Los Angeles.
“I think the state of flag football is incredible right now,” said Ricky Hufty, head coach of the women’s team at Florida Gateway College in Lake City, Florida. Hufty also serves as the first president of the NJCAA Flag Football Coaches Association. “Obviously, when you have the support of the NFL, the way the NFL has gotten behind it, and Nike and some of the other big, powerful names in athletics, it helps accelerate the growth, and more than anything, give it a platform that has some visibility.
“Once people have seen and are seeing what the sport is about, the momentum is tremendous. The success of the collegiate game so far has been really, really good and strong at the NJCAA level, at the NAIA level. It’s already getting into (NCAA) Division II and Division III. I think that it is not too far down the road until there is some more continued accelerated growth in those NCAA ranks.”
So what is the appeal of this sport, which was invented in the United States around 1940 at Fort Meade, Maryland, as a recreational activity for soldiers? Its champions cite inclusivity and safety as key selling points. Body contact is limited in flag football, with play stopping when an opposing player pulls a flag from the belt from an opposing ball carrier.
“I just think it’s a tremendous product,” said Hufty, who is presiding over a nascent dynasty after Florida Gateway won back-to-back NJCAA national championships. “Football is king. We all know that. There’s no denying that. You’re giving football a platform for women.
”It’s an exciting, fast-paced game. It’s all football at its roots, but it’s a different game. It’s got different intricacies. But at the end of the day, it’s still football. I think you’re seeing a really competitive athletic product on the field that is exciting, and it’s fast. I think all those things add to and give it an appeal that people want to see and be a part of.”
Caroline Schwartz currently coaches flag football at Lane Technical High School in Chicago. She recently was named the head coach at Benedictine. She echoed Hufty’s sentiments.
“Football in general, I’d argue, is America’s game,” she said. “People grow up loving their sports teams just as they would the Cubs, but girls can play softball, or with the Red Stars (the women’s pro soccer team based in Chicago), and they can play soccer. But we never had anything for girls that was football related.
Continued on page 18
>> Ricky Hufty
>> Caroline Schwartz
PARTICIPATION NOW
Continued from page 17
“Football is so fun. It’s almost, ‘Now we’re allowed to be a part of it. Let’s see what it’s all about.’ There are a lot of athletes from other sports. It’s just so inclusive. There are so many different positions. You don’t even have to be able to catch a ball. We can teach you how to pull flags. Some may be like, ‘I can’t throw.’ Well, good thing we only need one of those (players). It’s really finding stuff for everyone and building it ourselves, almost, together.”
Schwartz, like many other women, has her own story to tell about playing football.
“I’m a big sports person,” she said. “It’s been a part of my life as long as I can remember. I played field hockey, basketball and soccer. I played field hockey at college. I just love team sports. I got really into the Bears when I got a little older. Love football. I was good at it, so I wanted to play more. There weren’t that many opportunities in college when there were sorority and frat games, where the boys never wanted to pass to the girls.
“I was like, ‘Let me be quarterback.’ In co-ed flag, there are ‘girl’ plays. Every third down must involve a girl, and it is to be inclusive. But it’s silly that there needs to be something like that. If you have a girl quarterback, then you never have to worry about it. Proving myself didn’t take that long, that I could hang with the guys. Sometimes I was better than them. I’m just trying to teach the girls that they are, too.”
The future of flag football seems limitless, not only in the number of young people playing the sport, but also in the opportunities for women to become players, coaches and administrators.
“And then some, for head coaches and scouts,” said Schwartz. “We have a huge important partnership with the Chicago Bears. Gustavo Silva is head of Bears outreach for youth sports. He’s been an instrumental part of getting this going. He makes opportunities
for our girls all the time. Sometimes I’m like, ‘I have no idea what this is going to be, but I know it’s going to be cool.’
“We get there, and girls are learning from scouts. We’re literally in the room where they’re making decisions about drafting (wide receiver) Rome Odunze. That was never something I thought could be a job for me because football was not for women. I’m watching this change. There’s still a lot to be done, and there’s a lot of fights that we’re having almost daily. But we’re getting to a point where it’s changing. And it’s really, really cool to see, not necessarily for this group of girls, but a couple years down the road, they’re never going to ever question whether they can play football.”
>> Celebrating a big play in the Georgia high school state finals.
At the NJCAA level, flag football is still in an “emerging sport” category, but that soon will change, and the sport should gain “championship” status as more schools field teams. The NJCAA Foundation recently announced four colleges will be recipients of $10,000 grants to support each school’s commitment to add women’s flag football as an intercollegiate varsity sport: Harford Community College in Bel Air, Maryland, Wallace State Community College in Hanceville in Hanceville, Alabama, Howard Community College in Columbia, Maryland and College of DuPage in Glen Ellyn, Illinois.
“I think one day we are for sure going to be looking at Florida and Florida State and Georgia and Ohio State and every other big athletic-prominent school you can think of having a scholarship women’s flag football program,” Hufty said. “I think that is for sure coming.
It’s just a matter of how quickly and what does it look like. I can tell you firsthand, the NCAA had their national convention late in the spring, and the president, Charlie Baker, opened up his introductory speech and said, ‘Flag football is coming.’
“It’s already starting to breach into the NCAA. There’s no question it’s going to continue to elevate. It’s just a matter of how quickly is that going to happen. Could it be two years from now? One hundred percent. Could it be seven years from now? No doubt.”
BRUCE MILES
Bruce Miles has covered sports in the Chicago area since 1979. For 22 years, he covered the Chicago Cubs for the Daily Herald. In high school gym class, he caught two touchdown passes in a flag football game. This is his sixth piece for NSGA NOW.
GIRLS FLAG FOOTBALL PARTICIPATION GROWING
BY NICK RIGITANO NSGA DIRECTOR OF INSIGHTS AND ANALYSIS
Here’s a deeper dive into the growth of flag football and girls flag football from NSGA’s Sports Participation in the U.S. Report:
• NSGA data shows overall flag football participation at 6.2 million and female participation at 1.6 million for 2023. Those were increases from 2022 by 10 percent for 5.7 million total participants and by 55 percent for 1 million female participants. The 2023 figures marked the second consecutive year in which overall participation increased, a welcome sight after experiencing declines during the Covid-19 affected years of 2020 and 2021.
• Participation in the all-important youth segment (ages 7–17) was 2.3 million, up slightly from 2.2 million in 2022. Encouragingly, the slight increase was driven by girls participation, which jumped from 419,000 in 2022 to 547,000 in 2023. This offset a slight decrease in boys participation during the same time frame.
• The number of frequent participants, defined as those participating for 50
or more days during the given year, reached 680,000 overall, up from 450,000 during the previous year. An increase in frequent participants is always a good sign for any sport because those who participate more frequently are also more likely to purchase new equipment, footwear and apparel as current products wear out or more technologically advanced ones are developed.
• The level of occasional participants, those playing 10 to 49 days during a given year, remained relatively flat compared to the previous year. The infrequent participant segment includes those who played 2-9 days and this segment saw an uptick in participation from 2.9 million to 3.2 million.
In the coming years, it will be important to see if these infrequent participants start to play more often and therefore shift to the occasional and frequent
categories. For this past year, there was such a shift for female participants as 46 percent fell into the occasional and frequent categories. By comparison, occasional and frequent participants represented 27 percent of female participation in 2022.
One potentially positive aspect flag football has for potential growth is a lower-cost barrier to participation than some other team sports requiring more equipment to play. Data from NSGA’s Lifecycle Demographics report shows flag football participants from Low/ Middle Income Families are twice as likely to be frequent participants than compared to the average population. NSGA’s official participation data in 2023 for flag football and 55 other sports and activities is available. The Sports Participation in the US report includes data on demographics and if you are interested in the most up-to-date figures on flag football or other sports. Learn more at www.nsga.org/research.
OPERATIONS NOW
BUSINESS TIPS FOR A HAPPY NEW YEAR IN 2025
BY JENNY SHAFFER NSGA CHIEF FINANCIAL OFFICER
When most people think about preparing for the end of the year, they think about holiday shopping, hanging up decorations and celebrating the season. However, it is important to also spend time focusing on some key items to ensure your business is set up for success in the upcoming year.
Taking the time now to review financial information, clean up and organize data and reflect on the business will help you start off the year on the right foot.
While this list is not meant to be all-inclusive, it should provide a starting point when considering things you could be doing for your business at the end of the year.
GENERAL BUSINESS
• Set goals for next year by reflecting on the business outcomes of the current year. What do you and your team think went well? What could have been improved, and what can you change for next year?
• Make sure this reflection includes all aspects of the business, such as social media, marketing, inventory, finance and sales. Once this is done, create a plan with timelines and assign responsibilities and plan to revisit these goals more than just once a year.
• Identify any large purchases needed for the upcoming year, including technology to help automate processes. Does it make sense to
purchase these in the current year, or hold off until the upcoming year? Work with an accountant on this to assist in determining the most advantageous time from a tax perspective to purchase large, new equipment for the business.
• Review business licenses and permits required on federal, state or local levels to ensure all are current.
• Update (or obtain) business insurance to ensure adequate coverage. Identify any gaps and add additional policies, such as for cyber liability, that may have been overlooked or to cover a new or expected undertaking of the business.
• Know what tax forms to file, including on a federal, state, or local level, or work with an accountant to do so. Start preparing required documents and collecting receipts for business expenses to file in a timely manner.
• If not done at time of payment, begin collecting W-9s from vendors to timely file any Form 1099s. There are several types of Form 1099s that have various filing deadlines so it is imperative to understand
which forms are needed and what the filing deadlines are to avoid a potential penalty.
FINANCIAL
• Review key financial statements, such as your balance sheet, income statement and cash flow statements. Reviewing this information and relevant ratios, such as the Current Ratio, Accounts Receivable & Accounts Payable Turnover Ratio, Debt-to-Equity Ratio and Inventory Turnover Ratio, are critical to understanding the health of your business.
• Review pricing and sourcing strategies going into the new year.
• Compare budgeted expenses to what was actually spent. If there is a variance, obtain an understanding of why and either get a plan to correct for next year if it was a negative variance or capitalize on any reasons why it was a favorable variance.
• Ensure you have a budget before starting the year and plan out times to forecast future financials as you compare budget to actual variances.
• Make sure accounts are reconciled to statements or other supporting documentation. Remember to book any entries that may just occur once or twice a year.
• Review vendor information in your system. Not only is it important to go through a data hygiene exercise by verifying and correcting contact information and purging inactive vendors, it is also a good time to review contract terms with these vendors and determine if any renegotiations should take place to obtain more favorable terms.
• The same thing can be said of customers. If any customers in your system have incorrect data that can be updated, now is a good time to do that. Additionally, if any have an uncollected balance, develop a plan and communicate with the customer to expedite payment.
• Work with a tax accountant to determine any deductions or tax credit opportunities.
EMPLOYEES
• Ensure all benefits (including taxable fringe benefits) are properly accounted for, both in the general ledger and from a payroll tax perspective.
• Review current workload of existing staff and examine if new staff need to be hired.
• Hold performance reviews.
• Determine any incentives or new programs that would be a benefit to employees that you could offer.
• Finally, celebrate the wins of the business and appreciate the time and efforts of the employees. You work hard all year for your business so it is important to take some time to enjoy the fruits of your labor to decrease burnout and refocus on the business strategies in the upcoming year.
Enjoy the holiday season!
The information in this article is for informational purposes only. For further information and advice, please consult your outside service providers for specific guidance and information relevant to your business.
CASH — THE MOST IMPORTANT WORD IN RETAIL
BY RITCHIE SAYNER ADVANCED RETAIL STRATEGIES
What is the single most important word in retail?
If you answered… CASH, you were correct! But do you really understand what the difference is between cash margin and gross profit? We’ll take a closer look. Cash flow is the money left over (or not) after all the costs needed to operate the business have been paid. Cash margin is the difference between sales and purchases. Cash margin dollars are the funds available to pay expenses and build up reserves.
Ideally, the cash margin should neither be too high nor too low. A cash margin that is too high could indicate that not enough money is being spent on new inventory to support potential future sales. A cash margin too low may mean too much is being invested on
inventory, leaving a potential shortage to cover operating expenses.
Consider a store with $1 million in sales. Assume that purchases are $550,000 (55%) and operating expenses total $400,000 (40%). The purchases and expenses added together equal $950,000 leaving a positive cash flow of $50,000. If the percentage of purchases and expenses totals a number greater than 100% of sales, the retailer is experiencing negative cash flow which over time is not sustainable. There are ways to improve cash flow. They include buying less, reducing expenses, taking fewer markdowns and improving inventory turnover.
Remember that a 2X-turn in simple terms means that the entire inventory
is replaced twice in a year. This means that there is a six-month’s supply of merchandise (think stock-to-sales ratio). Another way to look at turn is by the number of weeks of stock. In this example, that equals 26 weeks of supply. If, however, turnover is increased to 2.5X, through inventory planning, quicker markdowns, deliveries that are timed better, and more attention paid to assortments, the weeks of stock (WOS) would be reduced to about 21. Each week of supply of stock that can be reduced increases cash flow by approximately 1% of sales. So going from 26 WOS to 21WOS is equal to about a 5% improvement in cash flow. On a million dollars in sales this improvement in cash flow is significant because 5% = $50,000!
CASH VS. PROFIT
Profit is based on the inventory that was sold and does NOT consider the total spending on merchandise that is still unsold. As previously discussed, the cash-flow calculation does consider spending on merchandise purchased but not yet sold. Experienced merchants keep their focus on cash and cash flow.
You Pay Your Bills With Cash - Not Profits!
Have you ever been told by your accountant that you have made a profit only to discover that you don’t have enough cash to pay the taxes?
Income-purchases = cash marginexpense = cash flow
Income-COGS = gross marginexpenses = profit
Remember that cost of goods sold (COGS) is not the same as cost of goods purchased. Unsold merchandise has no impact on COGS.
Note in the table above that the cash flow is negative ($50,000) while the profit is a positive $50,000. Keep in mind that financial reports are based on COGS and paper profit, not on purchases and cash flow. It is incumbent on you to monitor the cash margin and cash flow. With proper inventory planning, profit and cash flow should be close to the same number. Overbuying will cause the profit to be larger than the cash flow resulting in obvious problems.
Having a good cash flow means you have cash available to pay bills, make payroll, purchase fresh inventory, take a salary and have funds available to reinvest in the business. Optimizing cash flow, and ultimately profits, requires managing your inventory investment, as well as timing merchandise deliveries, markdowns, reorders, vendors, pricing and expenses.
GMROI is the metric that ties everything discussed here all together. Understanding this simple calculation is vital. It basically shows for every dollar invested @ cost how many dollars of gross margin are being returned. The formula is gross margin $/Ave. inventory @ cost.
As you review your planning for the remainder of this year and build your forecast for the next, remember to keep cash a priority.
(Management One contributed to this article. Links to the cash flow tool and others are available at https://www.management-one.com/ downloadable-retail-tools.)
RITCHIE SAYNER
Sayner has spent the past four decades helping independent retailers improve profitability. In addition to speaking to retail groups nationwide, Sayner is a regular contributor to retail industry publications. Prior to embarking on his retail consulting career, he was the general merchandise manager for an independent department store in the Midwest. Ritchie is a graduate of the University of WisconsinLaCrosse. He is also the author of the book, “Retail RevelationsStrategies for Improving Sales, Margins, and Turnover.” He can be reached though his website at www.advancedretailstrategies.com. @RitchieSayner
NOW
THE RISE OF WOMEN’S SPORTS:
A CLOSER LOOK AT PWHL’S IMPACT ON FANS, YOUTH HOCKEY
BY TOM VAN JACOBS HDA MANAGING DIRECTOR
The landscape of professional sports is shifting and women’s sports are finally getting the recognition they deserve. Across the world, there’s been a marked increase in visibility, support, and enthusiasm for women’s leagues in sports like soccer, basketball, tennis, and hockey.
One of the most exciting recent developments is the rise of women’s hockey through the Professional Women’s Hockey League (PWHL). Launched with the intent to unite the top women’s hockey talent under one banner, the PWHL represents more than just another sports league — it’s the symbol of a movement.
THE PWHL: GROWING HYPE TO YEAR 2
The PWHL debuted at a time when momentum was building for women’s sports globally. The visibility of female athletes and leagues had been growing steadily, and one major contributor was the Caitlin Clark effect from college to now the Women’s National Basketball Association (WNBA). The PWHL’s inaugural season had strong attendance and increased awareness of women’s hockey for all fans.
The establishment of a professional women’s hockey league offers not only a place for elite competition but also an opportunity to engage a wider fan base.
The popularity of the PWHL is illustrated by the need to change home venues for half of the league’s teams going into the 2024–2025 season. The New York Sirens, Montreal Victoire and the Toronto Sceptres will play their home games in larger arenas in the upcoming season as a result of the numerous sellouts they had in the 2023–24 season. During the first season, teams were selling merchandise without having team nicknames. Now that the teams have
nicknames picked for the upcoming season, each team should expect an increase in merchandise sales.
Heading into the second season, the anticipation is there. The key to sustaining and growing fan interest will lie in the league’s ability to continue telling compelling stories on and off the ice. Fans want to feel emotionally connected to the players and the teams, which means the PWHL should focus on creating opportunities for engagement through interviews, behind-the-scenes content, and community involvement.
YOUTH HOCKEY: WILL THE PWHL INSPIRE THE NEXT GENERATION?
One of the most exciting potential outcomes of the PWHL’s success is the impact it could have on youth hockey, particularly among girls.
As professional women’s hockey becomes more prominent, it’s natural to expect it will inspire younger generations to pick up the sport. Much like how the popularity of the WNBA has spurred interest in basketball among young girls, the PWHL has the potential to create a similar effect for hockey.
Across the board, participation in girls’ hockey has already been on the rise.
“Girls’ hockey is the fastest growing section, so the sector is expected to grow. The PWHL brings additional visibility and fans to the sport. It’s an exciting time for women’s hockey in the United States,” said Melissa Katz, Communications Manager at USA Hockey.
Having the presence of a professional league could accelerate that growth.
When young girls see women playing hockey at the highest level, it sends a clear message: this sport isn’t just for men and a career in hockey is a legitimate aspiration. Now, young girls have more female hockey stars
HDA NEWS
BIG CHANGES AHEAD FOR BAUER, CCM
There was big news from the two largest hockey manufacturers after Bauer Hockey and CCM Hockey were each acquired just a couple of days apart. Both sales are expected to close in the fourth quarter of 2024.
Peak Achievement Athletics Inc., the parent company of Bauer Hockey, announced that certain affiliates of Fairfax Financial Holdings Limited will acquire all the equity interests in Peak currently owned by Sagard Holdings Inc. Fairfax will have control over Peak and its stable of brands including Bauer Hockey, Cascade Lacrosse and Maverik Lacrosse.
Altor Fund VI signed an agreement to acquire a significant majority stake in CCM Hockey. CCM’s management will reinvest in the company and Altor will support CCM and existing management to accelerate and unlock growth opportunities in both current and new segments, products and markets. CCM will remain headquartered in Montreal, Canada, with operations in Canada, the United States, Europe and Asia.
to look up to, which should create a ripple effect.
On the grassroots level, the PWHL’s success has the power to inspire, providing young players with role models and a clear path to a professional career in hockey. As more girls see the possibilities in front of them, youth hockey programs could see an uptick in interest, creating a new generation of athletes who dream of one day playing in the PWHL. This uptick could also create opportunities and a market for retailers to promote and sell women’s/girls lines.
“Additionally, USA Hockey hosted the 2024 IIHF (International Ice Hockey Federation) Women’s World
Championship in Utica, New York back in April. It was the highest attended IIHF Women’s World Championship hosted on U.S. soil with virtually all Team USA games during the tournament selling out. It’s a testament to the support and excitement surrounding women’s hockey,” said Katz.
The PWHL is still in its early stages, but the league’s trajectory looks promising. If the league can maintain a strong connection with its fan base and continue growing the sport, it has the potential to become a staple of professional women’s sports, much like the National Women’s Soccer League (NWSL) or the WNBA.
In 2017, Fairfax and Sagard purchased Peak Achievement Athletics and Bauer, Cascade and Maverik.
“We couldn’t be happier that Fairfax has decided to acquire controlling ownership of our portfolio of brands,” said Ed Kinnaly, CEO of Peak and Bauer Hockey. “Fairfax has been an incredible partner over the past seven years, and we’re thrilled to solidify this new long-term relationship. Having Bauer Hockey remain with Canadian ownership reflects the importance of the sport within Canadian culture.
With Fairfax’s ongoing support, the opportunity for our business potential is limitless. We also want to thank Sagard for the partnership over the past seven years and their leadership in helping to grow Peak’s brands to the leadership positions they hold today.”
CCM’s new buyer, Altor, has a track record of building world-class consumer brands. Support to realize their untapped potential has attracted companies like the global fashion house Toteme, the winter sports brand Rossignol Group, and the audio powerhouse Marshall Group.
“Over the years we have built a strong team, attracted loyal customers and
placed product innovation at the center of our strategy to secure long term success,” said Marrouane Nabih, CEO at CCM Hockey. “As we celebrate our 125th anniversary, we are entering an era where we will truly benefit from Altor’s long experience of backing renowned sporting and consumer brands and helping to unlock new growth opportunities.
I am excited to join this partnership with Altor and reach the next levels on our growth journey together.”
AHL MANDATES CUT-RESISTANT NECK PROTECTION
American Hockey League (AHL) President and CEO Scott Howson announced that the AHL’s Board of Governors has unanimously approved the mandatory use of cut-resistant neck protection by all players and on-ice officials, beginning with the 2024–25 season.
All AHL skaters, referees and linespersons, regardless of age or experience, will be required to wear approved cut-resistant neck protection. Cut-resistant socks and wrist sleeves were previously mandated for AHL players and officials beginning with the 2023–24 season.
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NEWS NOW
RAWLINGS MAKES LEADERSHIP CHANGES
Rawlings announced Mike Zlaket, its current Chief Executive Officer, will transition to the role of Vice Chairman of the company’s board of directors, while Ron Ostrowski’s current role as President has been expanded to President and CEO. Ostrowski will assume his new duties effective Jan. 1, 2025.
In 2020, Ostrowski joined Rawlings as the Chief Financial Officer and was appointed to the role of President in 2022. During his tenure with the company, Rawlings was named the official glove and base of Major League Baseball, expanded its distribution facilities, and opened the “Rawlings Experience,” an immersive, interactive flagship destination near its newly constructed world headquarters in St. Louis.
“The future of our company is as bright as ever, with an innovative product pipeline, an unmatched lineup of endorsers and strong partnerships with
our retailers,” said Ostrowski. “I’m grateful to work alongside the best team in the industry to continually build on the momentum of our legendary brands as they grow in demand with our consumer base.”
Rawlings is a NSGA member and supporter.
PRO SPORTS GROUP ADDS BRIAN PEPPER
Pro Sports Group added Brian Pepper as Key Account Manager in its Western US territory and to oversee its dealer network. Pepper, formerly of Game One and Universal Athletic, brings more than 25 years of experience and relationships to the Pro Sports team.
Josh Baker and Rhett Johnson, the principals of Pro Sports Group, expressed their excitement about Pepper joining the company.
“Pepper may be the most knowledgeable team sports person in this industry and is a perfect fit at Pro Sports,” Baker said in a release from the company.
“Josh and I build everything we do around people,” Johnson said. “When you have the opportunity to bring a Brian Pepper on your team, you jump at it.”
Pro Sports, located in Jacksonville, Florida, has been an industry leading producer of high-quality football shoulder pads and accessories for more than 30 years. Visit Prosportspads.com for more information.
Pro Sports Group is a NSGA member.
BOERSMA REPLACING RETIRING ARMENT AT RIDDELL
Riddell and BRG Sports President and CEO Dan Arment will retire at the end of 2024 and will be replaced by CFO and COO Allison Boersma at the start of 2025. John Fitch, the Vice President of Finance, will be promoted to CFO for both companies.
Arment will remain actively engaged with the company as a board member and Senior Advisor.
Arment’s strong connection to football and leadership experience made him a natural selection for President of Riddell, Inc. in 2008. He later assumed dual responsibility as President of Bell Cycling Products and Riddell in addition to his EVP position within BRG Sports.
After the divestiture of the Action Sports businesses in 2016, he was promoted to President and CEO of Riddell and BRG Sports. During his tenure, Arment guided Riddell to unprecedented financial performance and a definitive market leadership position — Continued on page 30
>> Mike Zlaket
>> Ron Ostrowski
>> Allison Boersma
>> Dan Arment
NEWS NOW
Continued from page 29
all while managing various challenges within the head protection industry, the sport of football, and the supply chain, especially during the COVID-19 pandemic.
Boersma brought an impressive background in consumer-packaged goods and her employee-centric mindset to Riddell upon joining in 2009. She was elevated to CFO and COO shortly thereafter due to her excellence in overseeing key initiatives beyond her core finance responsibilities, including continuous improvement projects, technology enhancements, and specialty business units.
Boersma has played a leading role in propelling Riddell to record growth, making significant contributions to the company’s finance, accounting, supply chain, and customer care functions. As COO, Boersma also optimized Riddell’s facility footprint to create an efficient structure for the business that was able to adapt to changing business dynamics, including the pandemic and significant increases in customer demand in the marketplace.
Company founder John T. Riddell was inducted into the Sporting Goods Industry Hall of Fame in 1957.
Riddell is a member of the National Sporting Goods Association (NSGA).
G-FORM GETS GRANT FOR US ARMY HELMETS
G-Form® announced an additional Other Transaction Authority Agreement for Prototype (OTAp) with the U.S. Army Development Command — Soldier Center (DEVCOM SC). DEVCOM SC, the Army’s technology leader, ensures the dominance of Army capabilities by creating, integrating and delivering
technology-enabled solutions to U.S. soldiers. The $3 million agreement follows the $1.2 Million OTAp awarded in 2023 to develop improved shock-attenuation products for knee, elbow and head protection.
The latest G-Form OTAp is to fund research and development of a prototype that will improve the blunt impact performance of the U.S. Army’s combat helmets, while striving to improve long-duration comfort for soldiers. G-Form will use its proprietary rate-dependent protection technology, SmartFlex®, in combination with 3D-printed lattice structures, to design and develop an advanced helmet impact liner system. This project will create a liner system prototype that will mitigate forces that contribute to traumatic brain injuries and improve comfort, thus enhancing warfighter survivability.
G-Form is a member and supporter of the National Sporting Goods Association (NSGA).
STAHLS’ LAUNCHES FLEXBROIDERY, INKTRA
Flexbroidery is a heat-applied solution for a full-color direct embroidered finish in seconds, without any sewing required. Inktra® Screen Printed Transfers is a clear carrier plastisol ink transfer that provides the look and feel of traditional screen printing with only a heat press.
Flexbroidery eliminates the complexity of traditional embroidery, featuring fast and easy heat application that streamlines production and boosts output. It offers an efficient, versatile and cost-effective alternative to authentic embroidery. Flexbroidery can be ordered as heat-applied transfers for apparel, bags, hats, outerwear and accessories. Pressure-sensitive adhesive is also available for tumblers, mugs, water bottles and other hard goods.
To learn more about Flexbroidery, visit stahls.com/flexbroidery.
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STAHLS’ is a longtime member and supporter of NSGA.
RULES NOW
Changes in the National Federation of State High School Associations (NFHS) Authenticating Mark Program (AMP) will go into effect January 1, 2025.
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NEWS NOW
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NFHS is changing the minimum royalty rate of 50 cents to a standard royalty rate of 5% by manufacturers for sales of NFHS-stamped inflatable balls or for a dozen baseballs, softballs, lacrosse and field hockey balls and ice hockey pucks.
The NFHS mark to be utilized on balls used for game play will also be updated. The old mark was phased out January 16, 2024 and the new marks have a minimum size of 2½ inches on inflatable balls and 1¼ inches on non-inflatable balls. Any remaining on-hand inventory manufactured prior to the January 1, 2025 deadline can continue to be sold and inventory with the old NFHS mark can be used until it is retired, according to NFHS.
Dr. Karissa Niehoff, CEO of NFHS, said its board of directors voted on a shift in the business model where the revenue will be used for NFHS education programs. She said the change to a standard royalty rate is more secure for NFHS about where the money is coming from and more in alignment with what’s going on in the sports industry.
See https://nsga.org/news/nsga-qato-help-you-explain-nfhs-authenticating -mark-program-fee-increase-in-2025/ for a list of frequently asked questions.
HIGH SCHOOL PARTICIPATION PASSES 8 MILLION
More than 8 million participants competed in high school sports in the 202324 school year — an all-time record and the first time total participation has exceeded the 8-million mark.
The NFHS High School Athletics Participation Survey indicated that 8,062,302 participants were involved in high school sports in 2023–24, which is up 210,469 from the previous year and tops the previous record of 7,980,886 in 2017–18. The total includes 4,638,785 boys and 3,423,517
girls — both record highs — according to figures obtained from the 51 NFHS member state associations, which includes the District of Columbia.
The 2023–24 total marked the second consecutive increase after numbers tumbled during the pandemic. Since the initial survey after the pandemic, participation in high school sports has increased 444,248 in two years and represents a turnaround from the decline that started the year before the COVID-19 pandemic.
Two of the biggest storylines are the increases in all forms of high school football — boys and girls — and the continued rise in both girls and boys wrestling. Eleven-player football remained the most popular boys sport and registered an increase for the second consecutive year from 1,028,761 to 1,031,508. There also was an increase in 8-player football participation from 23,812 to 26,420.
The biggest gains in football, however, came on the girls side, particularly with the emerging sport of flag football. The number of participants in girls flag football more than doubled from 202223 to 2023–24. A total of 42,955 girls participated in flag football in 2023–24 compared to 20,875 the previous year — a 105 percent increase. And from the 15,716 participants in 2021–22, there has been an increase of 173 percent. There also was an increase in the number of girls competing on 11-player football teams from 3,654 to 4,094.
NAERA RECONDITIONING LETTER, WARNING LABEL ISSUE
The National Athletic Equipment Reconditioners Association (NAERA) sent out its annual letter in early
September from executive director Tony Beam addressing reconditioning and recertification recommendations for football, lacrosse, baseball and softball helmets.
NAERA encourages schools and organizations to send your equipment for reconditioning and recertification as soon as your season is complete. Please make certain you are using a reconditioning company licensed by NOCSAE. For a list of NOCSAE licensed athletic equipment reconditioners visit www.naera.net.
NAERA also produced a recertification and reconditioning fact sheet that provides an understanding of how the process works.
NAERA also issued guidance on schools and organizations experiencing warning labels separating from football helmets that were reconditioned in 2024. The problem has occurred particularly when the labels get wet in games played in the rain.
To help clarify for schools and organizations experiencing warning labels separating from football helmets reconditioned in 2024:
The loss of a mandatory label that might occur after the helmet has been properly recertified and returned to the customer does not void the certification or recertification. Helmets with the warning label issues DO NOT need to be removed from play.
If during inspection of helmets in your inventory an exterior warning label is missing, you should determine if your helmets are current with manufacturer recommended intervals for recertification. If so, the helmets will still meet NOCSAE and manufacturer recertification guidelines for on-field play. Please reach out to your reconditioning representative for instructions to replace the missing label.
NAERA is a member of the National Sporting Goods Association (NSGA).
MEMBER SPOTLIGHT NOW
GIVE ME 5 WITH KEITH MANNING
Owner, JACK PEARL’S TEAM SPORTS | Battle Creek, Michigan
1A PILLAR OF THE COMMUNITY FOR 65 YEARS
In Battle Creek, it’s the loyal customers that have made Jack Pearl’s a fixture in town. We always hear stories of parents coming to Jack Pearl’s when they were kids with their parents because it was the place to go to get all sporting goods before all the big-box stores were around. Now, they are bringing their kids. Coaches and athletic directors come to us because of our customer service, our overall knowledge of products and equipment and our turnaround time on orders.
One of the ways that we have evolved to stay successful is the use of OrderMyGear, the online ordering platform we use for all our school spiritwear orders and travel team uniform orders. This has made the ordering process for coaches and athletic directors so easy because it takes it out of their hands and we take care of all of it for them. Another reason why I think we are so successful is because we go above and beyond for our customers.
2 A REWARDING INDUSTRY
I just enjoy working with all the different coaches and athletic directors and hearing different philosophies on coaching. Seeing the athletes’ faces when they get new uniforms or equipment for the year is very rewarding, especially when you know you are able to deliver a great product at a good price.
3 IT’S ABOUT THE PERSONAL TOUCH
I got into the industry because I enjoy working with coaches and athletic directors. It’s been a big part of my 19 years at Jack Pearl’s Team Sports.
4
BIGGEST CONCERNS AND CHALLENGES FOR 2025
The biggest concerns or issues are not being able to service customers in a timely manner or losing the loyalty you have with customers because we might not be able to get certain brands. We have been very fortunate to be successful and we are not open with any of the big three shoe brands. I think it’s a good thing and it can be a bad thing, because sometimes coaches only want certain brands and if we can’t get those brands, we lose that business. But once you get coaches out of that mindset, they see that it’s not always about the name-brand item.
5
VALUE OF NSGA MEMBERSHIP
NSGA’S willingness to work with us smaller team dealers has been great. NSGA always having a voice for us and fighting for us in the industry to help us stay successful means a lot to us.
