Volume 4 | No. 4 | July/August 2016
A PUBLICATION OF THE NATIONAL SPORTING GOODS ASSOCIATION
Total Participation Points: A New Way to Measure Opportunity
Practice Makes Perfect:
A look back at new products, education and networking at the NSGA Management Conference & Team Dealer Summit
5 Most Common Freight Shipping Mistakes
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TABLE OF CONTENTS
4 5 6 9 20 22
CEO Corner
What can be learned from industry events
Association Now
NSGA appoints new board members, Sporting Goods Industry Hall of Fame committee grows
Insights Now
Total Participation Points: A new way to measure opportunity
Conference Now
9 Opportunity for Learning Keynote, panel and session recaps from the 2016 Management Conference & Team Dealer Summit
A look back at new products, education and networking at the NSGA Management Conference & Team Dealer Summit
Membership Now
The five most common freight shipping mistakes
Locker Room Now
Helmet certification update, chest protector performance standard, lacrosse ball performance standard, and more
Cover photo: Kevin Bezanson of Cleve’s Source for Sports at the 2016 NSGA tennis clinic. Above: Dick Cann of Marlow Sports participating in the annual NSGA Golf Tournament.
NSGA NOW ÂŽ
July/August 2016 | 3
CEO CORNER
NSGA OFFICERS
Learning never stops. Humility goes a long way and anyone who believes they have all the answers may someday discover a harsh moment of truth.
Chairman of the Board David Labbe
Kittery Trading Post, Kittery, ME
That is why education is such an integral part of the Management Conference and Team Dealer Summit. We cannot afford to stop gaining more insight into the sporting goods industry.
Treasurer/Chairman-Elect Cathy Pryor
Hibbett Sports, Birmingham, AL
Past Chairman Randy Nill
Nill Bros. Sporting Goods, Kansas City, KS
BOARD OF DIRECTORS Dale Donaldson
Mallard’s Source for Sports, Castlegar, British Columbia, Canada
Pat Donnelley
Donnelley Sports, Twin Falls, ID
Rhett Johnson
Johnson-Lambe Co., Raleigh, NC
Jeff Miller
Scholastic Sports Sales, Ltd., Manlius, NY
John Oehler
Dunham’s Sports, Troy, MI
Rob Summerfield
MC Sports, Grand Rapids, MI
Jerry Williams
Schuylkill Valley Sports, Pottstown, PA
STAFF Matt Carlson
President & CEO
Meghan Beach
Director, Membership
Dustin Dobrin
Director, Research & Information
Marty Maciaszek
Director, Team Dealer Division/HDA
Angela Mennecke
Marketing & Communications Coordinator
Attendees at this year’s event had a wonderful opportunity to discover something new. It could have been from Sugar Ray Leonard’s stories about what made him wildly successful in and out of the boxing ring, David Nour’s description of his “Relationship Value Pyramid,” or discussions with industry peers at the networking and social events. Knowledge is also a constant learning process for us at NSGA. It is one that continued during a trip in early June to a team dealer meeting in Charlotte, North Carolina. A discussion with one of the vendors turned toward his product distribution. Companies the supplier partnered with included Sports Authority and Team Express. At the time it seemed to be a sound strategy. Especially since bigger is better, right? Then Team Express filed for bankruptcy last year. Sports Authority is in the midst of liquidation sales that are projected to end the one-time industry power’s run in August. Does this experience suggest supporting a strong network of independent team dealers may be a critical distribution ingredient? Many of them have been in the game for decades as family-owned businesses and plan to stay in it a lot longer. Because of the quality of their work, they have formed successful and long-standing relationships with the schools and communities they serve. Forming multiple partnerships with smaller businesses requires a lot more work than having a few partnerships with bigger players. One might wonder if the extra time is worth it since independent team dealers are facing their own survival challenges. Going this route is not much different from having a balanced investment portfolio to ensure long-term financial success. To protect that investment, and to manage risk, successful investors do not pour all of their resources into the same investment class; they diversify. We have learned in recent years that the landscape is changing rapidly in our industry. However, we also believe looking for a quick fix is not the secret for sustained success. Instead of looking for ways to work around multiple retailers and dealers, isn’t there an argument to plug them into a supplier’s distribution plan as an effective strategy to manage risk?
Katie Nemec
Best regards,
Veneese Pippens
Matt Carlson President & CEO
Director, Marketing & Communications Database Manager
Nick Rigitano
Research & Information Analyst
Larry Weindruch
Director, Public Affairs
Dan Wiersma
Chief Financial Officer
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Katie Nemec | Editor/Publisher NSGA NOW® (ISSN 1045-2087) is published bi-monthly for members of the National Sporting Goods Association, 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035; Phone: (847) 296-6742; 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 Mount Prospect, IL 60056 and additional mailing offices. POSTMASTER: Send address changes to NSGA NOW,® 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035. © by NSGA 2016. Printed in the USA.
ASSOCIATION NOW
NSGA Appoints New Board Members The National Sporting Goods Association announced the appointment of John Oehler (Dunham’s Sports) and Jerry Williams (Schuylkill Valley Sports) to the Board of Directors. Oehler is the Senior Vice President of Merchandising for Dunham’s Sports, located in Troy, MI. The full-line sporting goods store has more than 200 locations selling traditional sporting goods and athletic equipment, and also offers a wide variety of active and casual sports apparel and footwear. Oehler has been with the company for more than eight years. Williams, President of Schuylkill Valley Sports, started with the business in 1979, and became President in 1994. Schuylkill Valley Sports is a brick-and-mortar and online retail business that also has a team dealer component. Randy Ruch, founder of Schuylkill Valley Sports, is a former NSGA Board Member, Sporting Goods Industry Hall of Fame Committee Chairman and 2012 Hall of Fame Inductee. Peter Schneider, President of Athletic Dealers of America, reached the end of his term of service on the NSGA Board. Schneider served on the Board for six years. Ken Meehan, Dunham Sport’s President, served on the NSGA Board for seven years, two of those as Chairman of the Board. Meehan departs the NSGA Board after continuing as Immediate Past Chairman. NSGA would like to thank them for their service.
Sporting Goods Industry Hall of Fame Committee Adds Members Four new members have joined the Sporting Goods Industry Hall of Fame Committee. Committee members serve three-year terms and meet annually at the Management Conference & Team Dealer Summit. The committee is responsible for vetting nominations for the Sporting Goods Industry Hall of Fame and voting to elect inductees for the next year. New members include Greg Baldwin of Schuylkill Valley Sports, James Hartford of SportsOneSource, David Heath of Under Armour and Tom Raynor of Fleet Feet Incorporated. Visit nsga.org/halloffame for a complete listing of Hall of Fame committee members and Hall of Fame inductees. NSGA NOW ®
July/August 2016 | 5
INSIGHTS NOW
Total Participation Points: A New Way to Measure Opportunity By Dustin Dobrin, NSGA Director, Research & Information and Nick Rigitano, NSGA Research Analyst
There is no doubt that participation in sports/activities is the lifeblood of the sporting goods industry.
EXHIBIT 1
Total Participation Points Sports Participated In... Participant
2014
2015
Person 1 Person 2 % Change in Participation Measure
2014
2015
% Chg.
# of Participants
2
2
0%
TPPs
4
3
-25%
This is why NSGA places an emphasis on the reporting and analyzing of participation trends. We are also continuously looking for new ways for our members to utilize the data to help make informed decisions for their businesses. This year, as part of the recently released 2016 Edition of NSGA’s Sports Participation in the US report, NSGA reveals a unique way to evaluate opportunity through a new measure called Total Participation Points (TPPs). The benefit of TPPs is a more complete view of participation because both the number of people participating in each sport segment (reach) and the number of sports each person is participating in (depth) are taken into account. In the past, sports participation for different segments has largely been reported by the total number of people participating in a given segment (the Number of Participants measure), which doesn’t necessarily provide the whole story. Exhibit 1 is a very basic example illustrating the advantage of using TPPs. In the example, both Person 1 and Person 2 participated in soccer and baseball in 2014. In 2015, Person 1 continued to play both sports while Person 2 stopped participating in soccer. If using the Number of Participants measure, Person 2 would have still been considered a participant in team sports since participation in baseball continued in 2015. However, if using the TPP measure, participation declined because Person 2 was involved in one team sport instead of two. What does this mean to you as an organization? Whether you are retailer, manufacturer, wholesaler, or other entity, the TPP measurement provides a clear view of opportunities gained or lost. In exhibit 1, there were four opportunities for sales (two sports each with Person 1 and Person 2) in 2014. The number of opportunities decreased to three in 2015 with Person 2 dropping soccer. Therefore, the total number of selling opportunities decreased by 25%. By just looking at the Number of Participants you may have assumed the opportunities remained the same over the two years.
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Based on the new TPP measure, the 2016 report reveals that the fitness segment is the only segment that has experienced steady growth since the 1990s (shown in Exhibit 2). This growth has been driven by exercise walking and running/jogging. Meanwhile, the shooting and the outdoor segments have remained relatively flat. The sports/activities within these segments have mostly endured mixed results during the 2010s, with archery bolstering recent participation in the shooting segment and hiking continuing to increase in the outdoor segment. The remaining segments (team, wheel, indoor games, open water, snow and individual) have experienced declines since the 1990s. For the team segment, the decline has not been driven by a single sport but rather by the majority of sports within the segment. In-line roller skating has seen the largest decline in the wheel sports segment. For indoor games, the decline has been driven by billiards. Boating (motor) has driven the decline for open water. The snow segment has seen the popularity of snowboarding decrease in recent years, and the Individual segment has seen its biggest declines in bowling, swimming and golf.
EXHIBIT 2
There is a silver lining amidst all the decline, however. The 2016 report reveals that all key segments in the sports industry experienced participation gains during 2015 (shown in Exhibit 3). Personal contact sports (i.e. martial arts, boxing, etc.) was the segment with the highest growth rate (+5.2%) followed by team sports (+4.1%). Significant gains were also experienced among indoor games (+3.5%), fitness activities (+2.5%) and wheel sports (+2.1%).
53
64
64
80
71
55
1990s
2000s
2010s
1990s
2000s
2010s
Total Participation Points (TPPs): In Millions
FITNESS
183 1990s
227
2000s
TEAM
275
2010s
104
91
83
1990s
2000s
2010s
SHOOTING
* **
2000s
47
38
2000s
2010s
SNOW
16
15
13
1990s
2000s
2010s
INDOOR GAMES
134 140 133 1990s
46 1990s
WHEEL
OUTDOOR
While these increases are encouraging, it is important to remember that one year does not represent a trend. Our industry needs to remain focused on ways to increase participation to ensure the future health of the industry.
OPEN WATER
2010s
61
56
42
1990s
2000s
2010s
INDIVIDUAL
149 139 123 1990s
2000s
2010s
Segments include sports/activities tracked since the 1990s. Personal contact segment not tracked until 2010s and therefore not shown.
EXHIBIT 3
2015 Reported Total Participation Points — % Change vs. 2014
5.2%
PERSONAL CONTACT
4.1%
TEAM
3.5%
INDOOR GAMING
2.5%
FITNESS
2.1%
WHEEL
2.0%
INDIVIDUAL
1.7%
1.6%
1.3%
OUTDOOR
SNOW
OPEN WATER
0.8%
SHOOTING
NSGA NOW ÂŽ
July/August 2016 | 7
RULES NOW INSIGHTS NOW CONTINUED CONTINUED
Sporting Goods Sales Increase 4% in 2015 The 2016 Edition of NSGA’s Sporting Goods Market report is now available, and topline results reveal that consumer retail dollar sales of sporting goods equipment, athletic footwear and athletic apparel increased 4%, to $67.7 billion, in 2015. A deeper look reveals dollar sales increased by 5% for athletic footwear, while apparel and equipment both increased by 3% vs. 2014 (shown in Exhibit 1). The footwear category experienced largest dollar gains in the walking shoe, gym/ fashion sneaker and running/jogging shoe segments. The equipment category benefitted from the continued growth of the fitness segment, fueled by the fitness tracker/ pedometer/heart rate monitor sub-segment. The apparel category experienced growth in several exercise segments including clothing for working out at clubs/gyms/studios, running/jogging and exercise walking. Camping apparel also experienced significant growth in 2015.
EXHIBIT 1
Percent Change in Retail Dollar Sales — 2015 vs. 2014 4% Total Sporting Goods
3% Equipment
5% Footwear
3% Apparel
From a channel of purchase perspective, full-line sporting goods stores were the leading channel of purchase for equipment and footwear. Within the equipment segment, specialty sport shops continued to be the second largest outlet and online sites overtook discount stores for the third spot. Within the footwear segment, online sites ranked No. 2 and discount stores were No. 3. In addition to reporting sales trends for more than 130 product categories, NSGA’s Sporting Goods Market report also includes insights into the channels of purchase and the demographics of the key users for a majority of these product categories. Combined with its recently released 2016 editions of Sports Participation offerings — including participation trends, cross participation and lifecycle demographics, as well as its popular shopper insights report — NSGA’s portfolio of research provides a comprehensive view of the state of the sporting goods industry.
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RULES NOW CONTINUED CONFERENCE NOW Attendees Entertained by Gumbel Anecdotes By Meghan Beach, NSGA Director, Membership “You don’t know embarrassment until you are in a restaurant with an athlete and he orders a giraffe of wine,” opened Greg Gumbel to a full house Tuesday morning. The iconic CBS Sports Broadcaster, who has covered everything from Super bowls to the Summer & Winter Olympic games, quipped, “He does not know the meaning of fear. In fact, I just saw his grades, he doesn’t know the meaning of a lot of words.” Greg Gumbel entertained the crowd as he shared punch lines and stories of the many antics that occur during sports broadcasting. The crowd laughed as he relived his famous interactions with athletes, including the legendary Muhammad Ali. He concluded his keynote with a heartfelt message about the meaning of being a leader and the role coaches can play in people’s lives. The fortune of mentors, be it at school, work or home, can be an effective pillar towards positive change in others.
CBS Sports Broadcaster Greg Gumbel entertains 2016 event attendees.
“I hope you will endeavor to have people like that in your life, and endeavor to be people like that for others.”
Leonard’s Stories of Perseverance Energize 2016 Event By Marty Maciaszek, NSGA Director, Team Dealer Division/HDA Director Sugar Ray Leonard felt a bit nostalgic during his keynote speech at the 52nd Annual Management Conference in Hilton Head Island, SC. Thirty years earlier, the resort was the training camp for the world-renowned boxer as he prepared for a legendary battle with “Marvelous” Marvin Hagler. “It’s a bit different, but still powerful, because I have such fond memories,” Leonard told the crowd. That was just one of the memories Leonard shared with the attendees. He equated them to what he called the “Power of Winning — Prepare, Overcome, Win, Every, Round.” Leonard, who still looks in fighting shape at 60, talked about rebounding from a tough loss to Roberto Duran, having the staying power to outlast Tommy “Hit Man” Hearns and taking the risk to move up two weight classes to fight Donny Lalonde. “You have to put in the extra work and know your competitor’s strong points and weak points,” Leonard said.
“The important thing about road work is the more you do it, the easier it is.”
Sugar Ray Leonard delivers inspiring words to 2016 event attendees.
“My victory may be somewhat different from yours but it’s pretty much the same. However you define victory, the key is to strive to attain it. You have to have a blueprint. You have to have a plan to turn that dream into reality. When I gaze into the audience I see winners and I see fighters.”
NSGA NOW ®
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CONFERENCE NOW
By Marty Maciaszek, NSGA Director, Team Dealer Division/HDA Director
Dr. Bob Delivers Strategies For Employee Motivation Many employees today believe their hard work is not paying off. Surprisingly the payoff some employees are looking for is not necessarily monetary. That was a central theme from Dr. Bob Nelson in his Management Conference presentation: “Beyond the Paycheck: Alternative Strategies for Increasing Employee Motivation.” Nelson is the President of Nelson Motivation, Inc., and has sold more than four million books — including 1501 Ways to Reward Employees. Nelson said 99.4% of employees expect to be recognized when they do good work, but the reality is much different, according to numbers presented by Nelson. Only 12% say they get recognized and 34% say they are not meaningfully recognized, even though 80% of managers feel they are good at recognition. “Recognition drives performance. A recognition culture adds value,” Nelson said. “Recognition is a strategic imperative. That’s how rewards differ from recognition.” Nelson said committed employees deliver 57% more effort than uncommitted ones. Money simply is not enough when employees are not hesitant to change jobs quickly.
Above: Dr. Bob Nelson delivers alternative employee motivation strategies to 2016 attendees.
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“Are you tapping into your power as a leader?” Nelson asked. “Compensation is a right. Recognition is a gift. Recognition and rewards equals appreciation.” “The best goals are collaborative. When you get serious about performance you have to get serious about recognition. Positive consequences are four times more powerful than other consequences.”
David Nour discusses relationship management strategies with 2016 attendees.
Relationship Pyramid (from page 197 of the book, Relationship Economics,® by David Nour)
Manage the Present, Invent the Future By Meghan Beach, NSGA Director, Membership
“You are not in the product business, you are in the relationship business,” stated David Nour, CEO of The Nour Group, Inc., during his session “Relationship Economics.®” Nour spoke to conference attendees Monday morning about the vast layers of relationship management. He stated that everyone is three degrees from anyone they want to know. In order to strategically develop the necessary relationships for you or your business you need to actively and decidedly map out your connections.
“Start with who do I know and what do I need,” said Nour. “Using your three degrees of separation, systematically connect the dots and develop your relationship tree.” “Transactions come and go,” he emphasized. “Relationships shape the graph we become. Whose graph are YOU shaping?” Once you are ready to make your connections, be conscious about how you approach and maintain your contacts. It is vital to not overlook the rapport you have with your employees in particular. “You lose great employees, you lose customers, you lose everything else,” stated Nour. “Your culture is your brand.”
He continued his session with pragmatic suggestions for how attendees could develop and further engage their connections in order to extract more meaning. For example, he created a graph, appearing in the left sidebar, for how someone can reasonably and logically measure the breadth and depth of their relationships. “Become an expert in your relationships and in their relationships,” stated Nour. “If you understand their needs and how you can help them, you will easily develop and expand the connections you need to grow yourself.”
“If networking is transactional then relationships are transformative,” said Nour. With Nour’s pragmatic solutions for developing more meaningful connections, the crowd left primed and ready to network at the conference. Investing in relationships takes time but pays off greatly in the end. “Improve by 1% a day and in 70 days, you’re twice as good,” concluded Nour. To learn more, visit NourGroup.com.
NSGA NOW ®
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CONFERENCE NOW CONTINUED
Panel Recap
This is the first of three panel recaps from the 2016 NSGA Management Conference & Team Dealer Summit. Look for part two of three in the September/October issue of NSGA Now.®
Adding Value: The Future of Retail By Katie Nemec, NSGA Director, Marketing & Communications and Angela Mennecke, NSGA Marketing & Communications Coordinator
What can retailers do differently in the sporting goods industry to continue to succeed in the constantly changing terrain? This theme, common to more than just the sporting goods industry, was addressed during Monday’s “Adding Value: The Future of Retail” panel. Moderated by Mike Gurka, President of BruinHill Partners, the group discussed everything from brand story and store experience to what consumers are looking for and what they value. Mara Devitt, Senior Partner at McMillan Doolittle; Glenn Silbert, Senior Vice President Apparel and Accessories at Under Armour; Chris Randall, Managing Director and Partner at LEK Consulting; and Greg Segall, Founder and CEO at Versa Capital all weighed in on their predictions for the future of retail and gave insight as to what they feel is most valuable when trying to navigate the current sporting goods landscape. A few key themes could be heard throughout the discussion. One of these was the importance of brand story and the value proposition you offer to customers. The panelists shared that simply “just selling stuff” was no longer an option. Retailers need to tell their story and appeal to their consumer. Think of the brands that tell the story of the 80-year-old who finished his first marathon or the woman who had heart disease and improved her health through fitness. These are important messages that consumers need to hear. They are buying based on their relationship with the brand and the store.
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Another topic was the importance of the customer experience. All of the panelists echoed that while direct to consumer and online purchasing is here to stay, it is not the only option customers are utilizing. They are going into retail stores and it is important that the interaction they have instore helps the consumer build trust with your brand.
The group also addressed the realization that many consumers have come to expect a value, promotion or perceived value when shopping for any goods. The shopper has come to expect the discounted item, coupon or loyalty reward. This is a motivator for the consumer. In the end, the group left attendees with some advice on moving forward in the constantly changing space, including stepping back and figuring out what your position is in the industry, how you will tell your story and who will be your partners in doing so.
Top: Future of Retail moderator Mike Gurka — Founder/President of BruinHill Partners, LLC and panelists Mara Devitt — Senior Partner at McMillan Doolittle LLP, Glenn Silbert — Senior Vice President Apparel and Accessories at Under Armour, Chris Randall — Managing Director and Partner at L.E.K Consulting and Greg Segall — Founder and CEO of Versa Capital Management discuss adding value in the sporting goods industry retail space.
Networking at the 2016 NSGA Management Conference & Team Dealer Summit Top: Longtime attendee and Sporting Goods Industry Hall of Famer Mr. Mickey Newsome leads attendees on the “Mr. Newsome’s Neighborhood Walk” during the 2016 event.
(3) From left: Jeff Rimbey of Riddell, Christine and Kevin Smith of Kevin Smith Sports and Ray Ziolkowski of Holloway Sportswear participate in the annual NSGA Golf Tournament.
Right Column: (1) From left: Julie Hause of Sports Distributors of Canada, Kevin Bezanson of Cleve’s Source for Sports, Tanya McCrite of EMC Sports, Eric McCrite Company and Karen Bezanson of Cleve’s Source for Sports, network during the opening evening reception.
(4) Kip Cobb of VERT networks at the Monday evening reception.
(2) Participants in the 2016 tennis clinic, from left: Port Royal Racquet Club Tennis Pro Dana Landin, Ron Lauck of Recon Sporting Goods, LLC, Kevin and Karen Bezanson of Cleve’s Source for Sports, Florence Meehan of Dunham’s Sports, NSGA’s Director of Research Dustin Dobrin and Tanda Bianco from Port Royal Racquet Club.
(5) Sporting Goods Industry Hall of Famer Roger Atkin enjoys the opening reception with Jerry Williams of Schuylkill Valley Sports. (6) From left: Clayton Osborn of Game Gear, Jason Murphy and Brett Stahl of Stahls’ and Louis Talamantes of Buddy’s All Stars, Inc. enjoy the 2016 NSGA Golf Tournament.
NSGA NOW ®
July/August 2016 | 13
CONFERENCE NOW CONTINUED
Team Dealer Summit Addresses Relationships of Every Type By Marty Maciaszek, NSGA Director, Team Dealer Division/HDA Director
Team dealers know they must adapt to compete in a challenging landscape. As a result, use of social media was a hot topic during this year’s Team Dealer Summit. Eve Mayer’s appearance at the Team Dealer Summit in 2015 was a big hit and she returned by popular demand for her session “Social Media With a Punch.” This time Mayer, the CEO of Social Media Delivered, dug even deeper into the uses of social media but encouraged attendees not to do too much. “ Most companies get overwhelmed by what they need to do,” Mayer said. “You can’t be on all platforms. It’s impossible and probably a waste of time. “On average it takes a company 32 hours per month to do one social media platform. A lot of times people who control social media at a company don’t understand the business goals of the organization. It’s important to explain to people handling social media what you are trying to achieve. “Any time you decide to use a social media platform I want you to plan to use it forever.” Mayer said most companies do not use Twitter very well because an effective account requires 7 to 10 tweets per day. Facebook isn’t dead, but should be limited because most people on there are not making business decisions.
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LinkedIn is used as a recruiting tool by 87% of companies, according to Mayer. She emphasized it is also important to learn how to use LinkedIn as a sales tool and that employees’ individual pages are important to a company’s success. Instagram is good for a younger target audience and Pinterest is best for a female target audience. Mayer said Snapchat is really emerging and is a great way to target millennials. Heather Lutze delved more into YouTube with her session: “How To Use YouTube to Maximize Marketing.” Lutze, the founder of The Findability Group, said YouTube can be the most misunderstood social media channel but it is also the No. 2 search engine on the Internet. Lutze said carving out time to produce content is critical because of the importance of creating videos that look good and represent the business. One of the keys is creating discovery and intrigue through YouTube videos. “It’s one thing to create videos — it’s another thing to get them to visit your site and create engagement,” Lutze said. “You are going to create videos to serve your potential customers.”
“You have to label your video for searches. Don’t try to be viral. Try to be findable.”
Connect with Eve Mayer and Heather Lutze on Social Media
Eve Mayer LinkedIn — Eve Mayer Twitter — @LinkedInQueen Facebook — Social Media Delivered Heather Lutze YouTube — Search for Heather Lutze LinkedIn — Heather Lutze Twitter — @HeatherLutze Facebook — Heather Lutze, Findability University
Left: Team Dealer Summit attendees listen closely as Eve Mayer delivers social media tips.
Above: Management Conference attendees listening and taking notes during one of the conference track sessions.
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CONFERENCE NOW CONTINUED
NSGA Presents Fifth Annual All-Star Awards at Management Conference & Team Dealer Summit The National Sporting Goods Association recognized two companies which made significant contributions to the community and industry during the NSGA Management Conference & Team Dealer Summit Sunday, May 22 in Hilton Head Island, SC.
All-Star Award Winners
The NSGA All-Star Awards recognize the outstanding accomplishments and contributions made within the sporting goods industry throughout the previous year. They honor companies that exhibit behaviors that should be recognized and repeated throughout the industry. The 2016 winning companies and categories are:
I ndustry Catalyst
The Industry Catalyst All-Star Award recognizes companies that implement measures to advance and spark innovation in the sporting goods industry. The recipient of the Industry Catalyst All-Star Award will have a dramatic impact on the industry, raising the standards of excellence through innovation. The 2016 Industry Catalyst winner is VICIS, Inc. for its development of an innovative football helmet technology that is showing significant reduction in impact forces in the NFL, college and youth football. VICIS engineers and neurosurgeons have developed a multilayered helmet that mitigates linear and rotational impact forces.
C ommunity Collaboration
The Community Collaboration All-Star Award recognizes businesses that go above and beyond in their support of community activities, organizations and/or events. The winning company has a strong record of financially supporting local causes and events, and/or organizing and participating in activities meant to support a cause that builds community in their area. Their involvement has a measureable impact on the organizations and/or events they have supported. The 2016 Community Collaboration winner is Recreational Equipment, Inc. (REI) for its corporate grants and community partnerships, work of the REI Foundation and its advocacy efforts in local and global communities over the past year.
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The 2016 All-Star Award winners were chosen by a committee of NSGA members based upon nominations received. Past award recipients can be found at nsga.org/allstarawards. To nominate a company for the 2017 All-Star Awards, please visit nsga.org/allstarawards.
Left: NSGA Board Chairman Randy Nill presents the Community Collaboration All-Star Award to Gail Kirkland, Retail Director for the Southwest, REI. Right: Tony Titus, Vice President of Marketing for VICIS, Inc. accepts the Industry Catalyst All-Star Award from NSGA Board Chairman Randy Nill.
Sporting Goods Industry Hall of Fame Inducts Battle, Smith and Throneburg Three individuals were recognized during the 61st Sporting Goods Industry Hall of Fame Induction Ceremony. Colleagues and family spoke of their accomplishments and highlighted their significant impact on the sporting goods industry. Bill Battle is the founder of the Collegiate Licensing Company (CLC). In 1981, upon signing legendary Alabama football coach Paul “Bear” Bryant to a licensing agreement, Battle had to help the University of Alabama create a licensing department. From there, the CLC was born. Battle was a visionary who understood strength and efficiency in numbers. Using a model similar to the NFL’s, Battle went door-to-door convincing administrators of a vision where all trademarks were regulated and available in one place. According to Battle, schools, licensees and retailers would all benefit if they just joined together. Battle’s vision became a reality and collegiate licensing became a $4.3 billion dollar industry. He was able to develop the first label that signified “officially licensed collegiate products.” Jack Smith developed the idea that would grow to become the nation’s largest sporting goods chain in just five years and reinvent the sporting goods industry retail landscape. Smith opened the first Sports Authority store in Fort Lauderdale, Florida, in 1987. With the backing of a group of venture capitalists, Smith set out to build his own sporting goods giant with the simple concept of having an unparalleled selection, competitive pricing and merchandise always in stock. Smith sold Sports Authority 18 months and eight stores later but stayed on as CEO for the next five years while the company grew to more than 150 locations. In 2010, the business turned over $3.5 billion and held 330 stores in the United States alone. Smith stepped down as CEO in 2000 to enjoy his time and to serve on the Boards of Directors for other major corporations.
Top: Bill Battle accepts his plaque upon induction from Hall of Famer Mickey Newsome and Cathy Pryor of Hibbett Sports. Pryor is also Chairwoman of the Sporting Goods Industry Hall of Fame Committee. Middle: Lisa Smith, Jack Smith’s daughter-inlaw, and Cathy Pryor of Hibbett Sports and Chairwoman of the Sporting Goods Industry Hall of Fame Committee join Jack Smith as he accepts his plaque. Bottom: Lynn Thorneburg, James Throneburg’s son, accepts the induction plaque on behalf of his father from Cathy Pryor of Hibbett Sports and Chairwoman of the Sporting Goods Industry Hall of Fame Committee.
Jim Throneburg says walking saved his life. More than 40 years ago, Throneburg set out on a mission to improve his health and walking became an essential component of his daily exercise regimen yet his feet caused him severe pain when doing so. Throneburg decided to take matters into his own hands and began working with his father’s company, Throneburg Hosiery, to design the first padded foot protection. Subsequently, he invented the term, “activity-specific” padded sock to include all the individual activities for which a padded sock was designed. In 1980, the company changed its name to THORLO Inc. and introduced the Thorlos® brand of padded foot protection (socks). He followed two guiding principles — being the best in the world at foot protection and sustainability of the company beyond his own lifetime. Today, THORLO Inc. is a $35 million dollar business with more than 250 employees and features a line of 32 activity-specific products that are distributed throughout the US as well as 35 countries globally. Located in Statesville, North Carolina, THORLO is one of the few remaining sock manufacturers that make 100% of its products in the US.
To nominate an individual for the 2018 Sporting Goods Industry Hall of Fame, please visit nsga.org/halloffame.
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CONFERENCE NOW CONTINUED
NSGA’s 2016 Innovations Arena For the second year during the Management Conference & Team Dealer Summit, NSGA provided companies with a platform to showcase creative concepts in the sporting goods industry. New for 2016, the Innovations Arena was the location for Monday’s lunch, giving attendees the opportunity to grab a bite and walk around at their leisure, providing access to exhibits.
Blackit Packet™
Incrediwear
Exhibitor: Kurt Lawrence, Partner; Clint Morris, Vice President, Marketing Email: klaw@lsvfs.com; cmorris@lsvfs.com Website: blackitpacket.com The Blackit Packet™ is the original single-use eye black. Using high-grade, hypo-allergenic product, the packets bring a new level of convenience and cleanliness to the field.
Exhibitor: Tom Newhard, Sales Representative Email: tomnewhardsales@gmail.com Website: incrediwear.com Incrediwear manufactures a range of highly effective therapeutic active wear, embedded with natural enhancing elements to promote recovery and resist injury.
BrainShield™
Exhibitor: Andy Wegesin, Chief Financial Officer Email: andy.wegesin@gmail.com Website: insulatorz.com LadyEdison & Co. is dedicated to creating new and innovative products, including bottle/sippy cup insulators, freezer pop insulators and kamees.
Exhibitor: Daniel Abram, CTO, COO; Angus Reid, Director of Sales Email: info@shieldxtech.com Website: shieldxtech.com BrainShield™ is the first of its kind impact-diverting material, made of micro-engineered layers which can significantly reduce the sharp twisting and compression of the brain during most oblique impacts to the head.
Lady Edison & Co.
Above: Andrea Robertson and Kim Mclean of Triflare, showcase their sportswear to Candace Bingham, Johnny Mac’s Sporting Goods and Conny Klimenko, Conny Klimenko, LLC. Right: Daniel Abram of BrainShield™ explains the product to Steve Kelly of Kelly Sports, Ltd.
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MYOGRID
Exhibitor: Dave Wheatley, Director of Business Development Email: dave.wheatley@gmail.com Website: myogrid.com MYOGRID athletic gear focuses on the needs of the body, delivering targeted muscle grid technology to zone in for lighter, faster, more explosive training and play.
Onnit Labs
Exhibitor: Chris Leatherman, Chief Sales Officer; Eric Guerrieri, National Account Manager Email: drchris@onnit.com; etg@onnit.com Website: onnit.com Onnit Labs is focused on encouraging optimal health and peak performance through a combination of clinically tested earth-grown supplements, unique fitness equipment, foods and actionable information from leading professional athletes and medical practitioners.
The PitcHitter™
Exhibitor: Duane Meltzer, President Email: dmeltzer@thepitchitter.com Website: thepitchitter.com The PitcHitter™ is the world’s only patented combo pitching aid and batting tee. The PitcHitter is a 3-in-1 youth baseball training aid that features a reversible simulated batter, strike zone attachment and a batting tee.
Reddi-Rink
Exhibitor: Mark Woods, Owner Email: mark@reddirink.com Website: reddirink.com Reddi-Rink is a fully enclosed 10’ x 20’ polyethylene rectangular rink with waterproof seals on all four sides.
Seiva Technologies
Exhibitor: Andrew Hampel, CEO, Co-Founder; Sam Wesley, Co-Founder, Head of Marketing; Nick Hensen, Lead Mechanical Engineer/Systems Engineer Email: andrew@seivatechnologies.com; sam@seivatechnologies.com; nick@seivatechnologies.com Website: seivatechnologies.com Seiva Technologies manufactures smart fitness apparel that provides athletes with real-time analysis on their muscle activity and movement patterns during training.
SISU™
Exhibitor: Sebastian Jolta, Director of Sales & Production Email: sebastian@sisuguard.com Website: sisuguard.com The SISU™ mouthguard is both stronger and thinner than any conventional mouthguard. Using patented Diffusix Technology, the SISU Guard has perforations across its surface that oscillate on impact and spread the force throughout the guard to the scientifically designed “crumple zones.”
“We’ve been to several shows and this is by far the best we’ve been to. The Arena is more intimate so we have been able to interact with almost every single attendee here. We will definitely be back.” — Andrea Robertson, CEO, Triflare
Triflare
Exhibitor: Andrea Robertson, CEO; Kim Mclean, Creative Director Email: andrea@triflare.com; kim@triflare.com Website: triflare.com Triflare is a sportswear company that designs, markets and sells a range of high fashion competition and postcompetition apparel products for men and women.
SummerSkates
“This has been a great experience for me. Usually at shows I am focused on writing up sales, but this event is all about networking and getting the word out about our product. When I get home is when I’ll follow up and write orders.” — Tom Newhard, Sales Representative, Incrediwear
Exhibitor: Kevin Hennessy, President; Myles Doak, Founder Email: sales@summerskates.com Website: summerskates.com SummerSkates sandals are made with real sport laces that complement comfort, performance, value and sports fashion.
VERT
Exhibitor: Kip Cobb, Associate Director of Sales Email: kip@myvert.com Website: myvert.com VERT is the wearable technology for athletes with a mission to create better experiences from user to viewer with real athletic measurements.
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MEMBERSHIP NOW
The 5 Most Common Freight Shipping Mistakes Freight shipping is complicated. Common (and costly) mistakes happen every day, and even the most experienced shippers can fall victim to them. That’s why it’s imperative to be aware of these potential mistakes and know how to avoid them.
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Make sure the weight, freight class and “bill-to” are accurate on your BOL to avoid reclassification, reweighs and other extra charges.
MISTAKE
#1
Bill of Lading (BOL) Inaccuracies
The BOL is the most important document associated with your freight shipment, and you need to make sure it’s 100% accurate. Carriers pay very close attention to this document and may exercise their right to inspect your freight. Guessing or using approximations for your weight or freight class can be an expensive mistake, as you may incur additional reweigh and reclassification charges. Also, be sure to list the correct billing information. If you are using a third party logistics (3PL) partner that has negotiated discounts on your behalf, you will miss out on that pricing if you do not list them as the “bill-to.”
MISTAKE
#2
Living and Dying by Transit Times
It’s important to remember that freight carrier transit times are estimations and can vary due to weather, traffic and mechanical issues. Schedule your shipments as soon as possible to ensure prompt delivery. For time-sensitive deliveries such as tradeshow shipments, waiting until the last minute leaves very little margin of error. Plan ahead and keep realistic expectations in mind when scheduling a shipment. Carriers do have guaranteed shipment options that may cost a bit more, but paying a little extra is better than the cost of a late shipment.
Thoroughly inspect freight you receive before you sign the delivery receipt, to protect yourself in the event you need to file a claim.
Don’t overhang your pallet with packaged products. Instead, column stack or interlock stack for better stability.
MISTAKE
#3
Incorrectly Packaging Your Freight
Incorrect packaging is one of the main causes of shipment damage. Know what you’re shipping and pack accordingly — obviously different items will need different levels of packaging (e.g. glassware vs. ball bearings), but here are a few tried and true basic rules. Secure your shipment on a pallet, carton or in a crate. If you’re using a pallet, don’t overhang it with packaged products. Instead, column-stack or interlock-stack for increased stability and compression strength. You’ll also want to use sufficient cushioning to protect against shock and vibrations that occur during transport. Then secure it tightly using strechwrap and bands.
MISTAKE
#4
Not Following Proper Procedures for Receiving Inbound Freight
Freight that you receive at your location needs to be properly inspected before the driver leaves, in case of any damages or shortages. Take a close look at the outward appearance of each piece before signing the delivery receipt. If you spot any issues, document them in detail on the delivery receipt and take pictures. You should also inspect the contents of your shipment as soon as possible to find any concealed damages. In both cases, it’s important that you contact your carrier or 3PL freight partner promptly to file your claim and get a fair resolution.
About PartnerShip® These tips are brought to you by PartnerShip,® the company that manages the NSGA Shipping Program. PartnerShip® has the resources and expertise needed to resolve any shipping mistake you may encounter. For more information and to enroll in the NSGA Shipping Program, visit PartnerShip.com/06NSGA or call (800) 599-2902.
MISTAKE
#5
Overpaying for Freight
This last “mistake” may seem a little obvious, but it happens frequently. You may be able to negotiate discounts directly with your carriers but in many cases, working with a 3PL partner can save you the most. A quality 3PL can identify ways to save you money on your freight, audit your freight bills, provide shipping management tools and deliver personalized service. Start by requesting an analysis from a 3PL to see exactly how much you could save. Accuracy and attention to detail is a requirement for a healthy freight operation. Avoid these costly mistakes and you’ll be able to save your company’s bottom line and save yourself from a big headache.
Look for more in the next issue of NSGA Now® on how PartnerShip® is helping NSGA members.
NSGA NOW ®
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LOCKER ROOM NOW
NOCSAE News Helmet Certification Update A revision specifying the duration of NOCSAE’s new helmet certification will become effective and enforceable in January 2017. Here is the language on the revision to document ND001-15m15b: 6.1 Certification Expiration: 6.1.1. Helmets intended to be recertified shall have a recertification interval provided by the manufacturer. Certification life is limited to this time period. Helmets not recertified during the stated interval shall no longer be certified. Recertification interval required for warranty validation shall satisfy this requirement. 6.1.2. Helmets that are not to be recertified, as mandated by the manufacturer shall have a certification expiration. Manufacturers will be expected to provide proof that the helmet meets the requirements of the standard throughout the life of the helmet’s certification. According to Mike Oliver, NOCSAE Executive Director and General Counsel, NOCSAE determined the duration of the original certification of compliance with the NOCSAE standard should logically not be longer than the manufacturer was willing to warrant the performance of the helmet, so if a helmet is permitted by the manufacturer to be recertified, the manufacturer must specify a time period or recertification frequency. If no such period or frequency is specified, then the manufacturer’s reconditioning/recertification requirements for maintaining the warranty will satisfy the requirement. If the manufacturer prohibits recertification, then it must specify, on the product, the duration of the original certification, and the certification shall expire at the end of that specified period. The NOCSAE Board voted in January 2015 to move ND00115m15b to final status and the final standard was approved in January 2016. This will not apply to helmets or other equipment already manufactured prior to January 2017.
Chest Protector Performance Standard for Commotio Cordis The performance standard for commotio cordis was one of the key discussion topics at NOCSAE’s bi-annual standards meeting June 10 in Kansas City. NOCSAE introduced the world’s first chest protector standard for commotio cordis at the January 2016 standards meeting. Commotio cordis, a heart rhythm disruption caused by a blow to the chest, is a leading cause of sudden cardiac death in young athletes. NOCSAE has funded more than $1.1 million in research to help identify the specific cause of commotio cordis and develop a chest protector standard designed to significantly reduce the likelihood of occurrence. The proposed chest protector standard applies to baseball and lacrosse players and it is currently open for public comment through January 2017. Earlier this spring NOCSAE representatives and technical advisors met with manufacturers for feedback on testing methodologies. “The initial response has been extremely positive and we are working to advance the chest protector standard for commotio cordis to final status,” Mike Oliver said. “Coaches, parents and manufacturers all recognize the critical role the standard can play in reducing the occurrence of this rare but deadly condition.” Lacrosse Ball Performance Standard The NOCSAE Standards Committee Consensus Body voted to move its proposed performance standard for newly manufactured balls to final status and it will go into effect in June 2017. The technical advisory team studied a range of performance and construction issues related to lacrosse balls to help improve safety and limit the hardness of the balls to a range that is less likely to cause some injuries. The new standard establishes specifications for weight, circumference, hardness and performance characteristics of lacrosse balls manufactured in the future. New Football Helmet Performance Standard and Pneumatic Ram Test Standard In January, NOCSAE proposed a new football helmet performance standard that is currently open for public comment. The new proposed standard incorporates rotational accelerations in the pass/fail specifications and includes provisions for adjusted pneumatic ram impact velocities for helmets that manufacturers label as youth helmets. Part of the revision to the new standard is additional testing specified in the pneumatic ram test standard. The pneumatic ram test standard includes new tests that create and measure rotational accelerations, a key first step in improving the ability of helmets to address the risk of concussion. The pneumatic ram test standard was moved to final status in January 2016 and its implementation will be aligned with the new football helmet performance standard.
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PSG Claims Studies Validate Concussion Collar Technology Performance Sports Group (PSG) announced that proprietary technology licensed exclusively to the company for use in sports and athletic activities has been shown to reduce brain injury biomarkers in two peer-reviewed studies published separately in the British Journal of Sports Medicine and Frontiers in Neurology.
Rawlings Becomes Official Softball for NCAA Championships in 2017 Rawlings Sporting Goods announced its exclusive status with the NCAA® as the Official Softball of NCAA Championships effective for the 2017 through 2021 seasons. The Rawlings softball will be used for the entire NCAA postseason in Divisions I, II and III. In addition to the softball being used on-field during NCAA Championship play, the five-year agreement grants exclusive rights to Rawlings to promote, market and sell the NCAA Championship softball through its retail channels. “As we expand our product portfolio to include softball equipment and apparel, we understand the importance of partnering with strong, established organizations such as the NCAA,” said Mike Thompson, executive vice-president of marketing at Rawlings. “This strategic alliance reflects our shared commitment to providing high-quality and highperformance products that competitive softball athletes demand and deserve.” “Rawlings is a well-known company with an outstanding brand in the sports industry, and we’re honored to have them affiliated with the NCAA Softball Championships through 2021,” said Keith Martin, NCAA managing director of championships and alliances. “Providing our student-athletes with top notch products and strong affiliations is another way to enhance their overall championship and studentathlete experience. We are pleased that Rawlings will support the NCAA Softball Championships and our female studentathletes at the highest level of collegiate competition.” As the long-standing official baseball of both the NCAA and Major League Baseball,® Rawlings is an established leader in baseball manufacturing. The Rawlings development and engineering group has extensive experience with softball manufacturing having previously operated in conjunction with its sister company Worth Sports.®
The studies, conducted by Cincinnati Children’s Hospital, utilized high school hockey and football players and are the first detailed research regarding the effectiveness of the device worn by athletes. The C-shaped neck collar is the first technology that attempts to reduce mild traumatic brain injury by using the body’s own internal physiology rather than through the use of external protections such as helmets. The device mildly increases blood volume in the cranium with the goal of reducing the “slosh effect,” which leading medical experts have identified as the key cause of mild traumatic brain injury. The brain floats in cerebrospinal fluid inside the skull and the “slosh” is the movement of the brain in this fluid. PSG announced its anticipated launch of the device in Canada in the spring or summer of 2017. It will then look to make the product available in additional countries, including the United States, after it receives requisite approval from the U.S. Food and Drug Administration and other applicable regulatory authorities throughout the world.
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