NSGA NOW - March/April 2026

VOLUME 15 | NO. 2

MARCH/APRIL 2026

MAKING A GO

SELLING PROMO PRODUCTS A CLOSER LOOK AT AI NSGA SHOPPER PLAYBOOK ON MULTI-BRAND RETAIL STRATEGIES WHEN SALES START DECLINING

A PUBLICATION OF THE NATIONAL SPORTING GOODS ASSOCIATION

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TABLE OF CONTENTS

4 6 10 14 34 39 51

CEO NOW Collaboration is Crucial

ASSOCIATION NOW NSGA Becomes NYSS Champion; NSSRA Announces New Board Members

RETAIL NOW Four Key Areas to Examine When Sales Decline

18

INSIGHTS NOW NSGA Shopper Playbook on Multi-Brand Retailing

OPERATIONS NOW Seven Strategies for Small Businesses to Reduce Their Tax Bill

14

CONFERENCE NOW An In-Depth Look at Sessions on Promotional

Product Sales, AI, Baseball Hall of Famer Johnny Bench, Renowned Sportswriter Christine Brennan and Other Speakers at the NSGA 2026 Leadership Conference

41

NEWS NOW Hall of Famer Stan Jurga Sr. passes away; United Team Dealers Formed and More.

MEMBER SPOTLIGHT NOW Give Me Five with Ed Schopp, Stadium System

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CEO NOW

C

NSGA OFFICERS CHAIRMAN OF THE BOARD

ollaborating with others is vital to success in every aspect of our lives.

States the opportunity to enhance their purchasing power. That did not exist back in the early 2010s.

GORDON GEIGER Geiger’s, Lakewood, OH

It is not nearly as easy to achieve as it might seem. Collaboration in the sporting goods industry is no exception.

We could not be happier with how successful this collaboration has been for everybody involved. It has been an excellent addition to the SDC business portfolio, given independent hockey retailers access to new products and has helped fulfill the mission of NSGA/ HDA of growing the business of our members.

BOB FAWLEY Capitol Varsity Sports, Oxford, OH

In a perfect sporting goods world, all the manufacturers would work in harmony with all the retailers and team dealers. But this utopia does not exist. As a result, people and organizations look to align themselves with similar goals, values and expectations. This includes NSGA and our more recent example of collaboration is with the National Youth Sports Strategy. NSGA has become a NYSS Champion, which you can read more about on page 6 of this edition of NSGA NOW. The goal of NYSS is to give all kids opportunities to play sports. The more we can help NYSS to achieve this goal, the better it is for kids and their long-term health and self-esteem and the better it is for our industry to have more kids interested in the apparel and equipment they need to participate. A different example of collaboration from directly within our industry is closing in on 13 years between NSGA, the Hockey Dealers Association (HDA) and the Sports Distributors of Canada (SDC). This collaboration was developed to give independent hockey retailers in the United

The camaraderie of everyone on both sides of the border has also been excellent, although there will probably be some good-natured razzing from the US side after the men’s and women’s Olympic hockey teams beat Canada in overtime to claim gold medals. Relationships have a lot to do with collaboration, too. There are times where all sides may not agree on all aspects of a collaboration, but it is important to do it respectfully and without confrontation that could have damaging consequences. A wonderful opportunity for collaborative opportunities is coming up May 17–19 at our NSGA 2026 Leadership Conference. If you’ve never attended, there is still time to plan to be there and meet others who might share similar beliefs about working together.

PAST CHAIRMAN PAT DONNELLEY Twin Falls, ID BOARD OF DIRECTORS KEVIN BEZANSON Cleve’s Source for Sports, Halifax, Nova Scotia, Canada JOHN DAVENPORT Play It Again Sports, Minneapolis, MN

COLE JOHNSON Johnson-Lambe Sporting Goods Raleigh, NC JUSTIN MILLER Scholastic Sports Sales, Manlius, NY

JESSICA ROSE-HUGGINS 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

Best regards, MATT CARLSON PRESIDENT & CEO

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 at Downers Grove, IL 60515 and additional mailing offices. POSTMASTER: Send address changes to NSGA NOW,® 3041 Woodcreek Drive, Suite 210, Downers Grove, IL 60515. © NSGA 2026 all rights reserved. Printed in the USA.

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TREASURER/CHAIRMAN-ELECT

NSGA is a NYSS Champion, which helps promote the opportunities for youth sports participation through the National Youth Sports Strategy.

WHY PROMOTIONAL PRODUCTS BELONG ON YOUR WEB STORES Extend Brand Visibility Promotional products keep your brand visible long after a campaign ends. Unlike one-time marketing efforts, promo items stay in use, creating repeated impressions in everyday environments.

Drive Repeat Engagement Promotional products make web stores more useful and relevant. Everyday items like drinkware, bags, and desk accessories encourage repeat visits and easy reorders, turning promo into an ongoing program instead of a one-time purchase.

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ASSOCIATION NOW

NSGA BECOMES NYSS CHAMPION T

he National Sporting Goods Association became a NYSS Champion in January 2026 to help share the benefits of youth sports participation.

NYSS is the National Youth Sports Strategy, which was developed by the U.S. Department of Health and Human Services. The goal of NYSS is to unite youth sports in the United States around the shared vision that one day all youth will have the opportunity, motivation and access to play sports.

The NYSS is based on research and best practices from the scientific

NSSRA

community and successful youth sports programs across the United States. It offers actionable ideas for parents, coaches, organizations, communities and policymakers to support youth sports participation for all. NYSS Champions such as NSGA receive tools from the Office of Disease Prevention and Health Promotion (ODPHP) and resources to promote

physical activity, including youth sports, through online toolkits with targeted social media messaging, fact sheets, posters and videos. NYSS also has resources such as posters, videos, fact sheets and interactive tools that parents, schools and supporters can use to promote youth physical activity.

ANNOUNCES CHANGES TO

BOARD OF DIRECTORS

T

he National Ski & Snowboard Retailers Association (NSSRA) selected Phillip Howard of Troy’s Ski Lubbock (Lubbock, Texas) as the new Secretary/Treasurer of the NSSRA Board of Directors and made three additions at its annual Board meeting on February 17, 2026.

Howard has been a member of the NSSRA Board and will serve a twoyear term as Secretary/Treasurer. Joining the NSSRA Board in At-Large positions are Chris Bunch of Alpine Ski Shop (Sterling, Virginia), Nathan Otteman of Angles Ski, Board and Fly Shop (Longmont, Colorado) and Scott Paton of Arlberg Sports (Wenatchee, Washington). Their three-year terms began with their appointments and last through January 2029.

6>> NSGA NOW®

Brad Nelson of HiTempo (White Bear Lake, Minnesota) was re-elected to an at-large NSSRA Board position for a three-year term through January 2029. Robb Shepherd of Shepherd & Schaller Sporting Goods (Wausau, Wisconsin) and Stefan Hausberger of Zimmermans Skis, Boards & More (Nashua, New Hampshire) will continue to serve as NSSRA Board Chair and Vice Chair respectively. Other members of the NSSRA Board are Matt Leonard of Ski Country

Sports (Banner Elk, North Carolina) and Gary Fleming and Tyler Lockard of Winter Sports Retailers. Tom Fuerst of Pedigree Ski Shop (White Plains, New York) is leaving the NSSRA Board after serving since 2013, which included Chair duties from 2024–25. “Tom has been an outstanding contributor to NSSRA,” said Julie Pitts, NSSRA President. “For over a decade, his leadership helped to grow NSSRA as the voice of specialty snow sports retail. We thank Tom for his dedicated years of service and commitment to NSSRA and the industry. We wish him continued success.”

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FOUR KEY AREAS TO EXAMINE

WHEN SALES DECLINE BY RITCHIE SAYNER ADVANCED RETAIL STRATEGIES

W

hen sales decline across multiple categories in a sporting goods retail store, it is critical to step back and evaluate the business holistically. Identifying the root causes early allows you to make targeted adjustments that can quickly improve performance.

Four key areas should be examined when sales begin to slip: location, salesmanship, product and messaging. Together, these areas provide a roadmap to help you get “the train back on the tracks.”

LOCATION If your store has recently moved or expanded, a drop in sales may simply mean customers haven’t yet found you. Sporting goods shoppers tend to be loyal and habitual, often visiting the same store for their equipment and apparel needs. Consistent messaging is essential — your address, directions and any improved features of the new location should be communicated clearly and repeatedly for several months. Consider targeted outreach to past customers with a friendly incentive to

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visit, such as: “We haven’t seen you in our new location yet — we think you’ll love the extra space and improved selection.” Be sure to highlight benefits like better parking, easier access, expanded assortments, or specialty service areas. If you haven’t moved and sales are declining, look beyond your four walls. Are nearby retailers experiencing similar challenges? Has foot traffic in the area changed because of construction, vacancies, or shifting shopping patterns? Evaluate whether your store needs a refresh — updated signage, lighting, or layout can significantly improve the customer experience. If you lease your space, it may also be worth discussing improvements or lease terms with your landlord to reduce fixed costs and improve profitability.

SALESMANSHIP If location is not the issue, salesmanship should be your next focus. Sporting goods retail relies heavily on knowledgeable, engaged staff who can guide customers through technical product decisions. Have you experienced recent staff turnover? Are associates fully trained on new gear, technologies and category-specific selling techniques? Review sales metrics regularly with your team so expectations are clear. Don’t assume associates understand performance goals — communicate them consistently. Tools such as traffic counters can help you track store traffic, conversion rates, average ticket and add-on sales. Declines in these metrics often indicate opportunities for additional training or coaching. Ensure that sales incentives are realistic, motivating, and aligned with overall store objectives.

MESSAGING Messaging is often overlooked, yet it plays a critical role in driving traffic and conversion. All marketing efforts — digital ads, email campaigns, social media, direct mail and in-store signage — should be reviewed regularly to ensure they align with your brand and your target customer.

PRODUCT A thorough review of your product mix and assortment is essential when sales slow. Start by determining whether declines are storewide or limited to specific sports, brands or categories. Once problem areas are identified, evaluate the vendors and products within those classifications. Ask key questions: Has inventory turnover slowed? Are markdowns increasing and eroding margin? Are you carrying the right styles, technologies, and price points for your customer base? Missing core sizes or key items can have an immediate negative impact on sales. Vendor partners should be part of the conversation — strong relationships can lead to better assortments, improved terms, or exclusive opportunities that drive sell-through.

Consistency across channels is key. If you are promoting team sports equipment, footwear, or seasonal apparel in advertising, those same products should be prominently featured in-store and online. Visual merchandising should reinforce your marketing message.

Just as important, every associate should be aware of current promotions and campaigns. Nothing frustrates customers more than responding to an ad only to find that store staff are unfamiliar with it.

CONCLUSION By focusing on location, salesmanship, product, and messaging, sporting goods retailers can better diagnose the causes of declining sales and take meaningful action. Concentrating on these controllable areas allows you to refocus resources, improve execution and strengthen the overall performance of your business.

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 Wisconsin-LaCrosse. He is also the author of the book, “Retail Revelations-Strategies for Improving Sales, Margins, and Turnover.” He can be reached though his website at www.advancedretailstrategies.com.

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U N I F O R M S B U I LT F O R

THE GRIND.

U N I F O R M S B U I LT F O R

THE PLAY. U N I F O R M S B U I LT F O R

THE MOMENT.

U N I F O R M S B U I LT F O R

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INSIGHTS NOW

WHY SPORTING GOODS SHOPPERS PREFER MULTI-BRAND RETAILING

U

BY NICK RIGITANO NSGA DIRECTOR OF INSIGHTS AND ANALYSIS

nderstanding shoppers’ preferences and habits along the path to purchase, or the purchase journey, is a critical underpinning for identifying potential growth opportunities.

This is true whether you are trying to acquire new customers, retain existing ones or win back those you lost. To help NSGA members identify these, a major initiative was revisited in the fall of 2025 to develop meaningful and FIGURE 1

actionable insights specific to sporting goods shoppers. Building on its previous shopper insights studies conducted in 2015 and 2020, NSGA executed a follow-up study

Multi-Brand Retailing Shopper Playbook: Insights into the Sporting Goods Shopper

MULTI-BRAND RETAILING

SHOPPER PLAYBOOK INSIGHTS INTO THE SPORTING GOODS SHOPPER nsga.org

2026 Edition 1

with a key focus area centered on asking consumers if they prefer shopping at multi-brand or single-brand stores/ websites for their sporting goods needs.

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According to the study, most shoppers prefer multi-brand retailers across the three categories of equipment, apparel and footwear (Figure 1). The strongest preference is found in the hardgoods side of the industry where 79 percent of shoppers favor multi-brand stores when shopping for equipment.

A sizeable advantage also exists for the softgoods categories of apparel (70%) and footwear (68%) with nearly 7 of 10 shoppers preferring multi-brand shopping environments. A major appeal for multi-brand stores comes from a wide variety of brands

FIGURE 2

and products, with 59 percent of shoppers citing this aspect as their top reason for preferring the multi-brand shopping environment (Figure 2). Also important is the convenience of being able to compare different brands in one place (54%), with value and discovery as added benefits.

The takeaway: multi-brand retailers should focus on the ability to win the comparison mission with breadth and curation, side-by-side tools (online and in-aisle), clear pricing/promo value, inventory visibility and strong new-brand discovery. Conversely, the appeal for single-brand stores is centered on the perception of being able to find higher-quality products (41%, Figure 3). Also important are curated exclusivity (34%) and a focused shopping atmosphere (31%). These features are reinforced by expert help, personalization and brand affinity. To better compete, multi-brand retailers can take a page out of the single-brand playbook and focus on winning the assurance mission with best-in-class fit/expertise, transparent quality and guarantees, service/aftercare plans, personalized recommendations and member perks that deepen loyalty and connection with your brand.

FIGURE 3

The remaining sections of the report examine behaviors related to servicing products in the bicycle, ice hockey and ski/snow segments and specific stages within the sporting goods shopper’s path to purchase. Insights on key attitudes and behaviors are highlighted at each stage while also providing recommendations to help you start thinking about ways your business can capitalize on the findings.

PURCHASING THE NSGA SHOPPER PLAYBOOK

The NSGA Shopper Playbook is available to NSGA members for $99 via the NSGA website at www.nsga.org/research. NSGA members are encouraged to act quickly before the special low introductory price increases.

For more information about the NSGA Shopper Playbook, contact Nick Rigitano at nrigitano@nsga.org.

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THE ‘FOMO’ WITH PROMO DEALERS DON’T WANT TO MISS OUT ON PROMOTIONAL PRODUCT SALES OPPORTUNITIES BY MARTY MACIASZEK NSGA DIRECTOR OF COMMUNICATIONS

MEET THE PANELISTS

COREY CARDINAL

MARK GAMMON

VP Integrated Partnerships

Senior Vice President of Sales

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20-plus years of leadership experience across apparel, promotional products

Nearly 20 years at Counselor Top 40 suppliers Cap America and The Vernon Company

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romotional products are a big sales opportunity for team dealers and retailers. You don’t want to have that “FOMO” (Fear of Missing Out) when NSGA conducts an in-depth panel discussion about promo product sales at the NSGA 2026 Leadership Conference on May 17-19 in Nashville.

We gave our three panelists an opportunity to provide a sneak peek into the extensive expertise they will share at the event.

and sponsors, often with repeat orders. Promos also increase order size and give customers more reasons to buy from one partner instead of multiple vendors.

What makes promotional products such a good business driver for sporting goods team dealers and retailers?

Gammon: Promotional products extend a dealer’s value beyond uniforms, equipment and hardgoods into everyday brand visibility. Teams, leagues, schools and sponsors all need items that promote identity, unity and pride. Promo products do that at scale.

Q:

Cardinal: Promotional products are a strong business driver because they expand what a sporting goods dealer can sell beyond uniforms and fanwear. They help dealers serve schools, booster clubs, local businesses, tournaments

18>> NSGA NOW®

For dealers, this means: • Selling year-round, not just during seasons

NIKKI STELLA

Senior VP, Strategic Relationships and Initiatives Advertising Specialty Institute® 20-plus years leadership experience in the promotional products and print sectors

• Becoming a one-stop shop for branding: on-field and corporate • Deepening relationships with decision-makers who control multiple budgets Promo products also turn logos into mobile advertising, which aligns perfectly with sports culture. Stella: Promotional products are a natural extension of what team dealers and retailers offer to their customers today. Many clients are purchasing promotional products already. By having a broader product range, team dealers and retailers can expand their customer relationships and increase their sales through new and highly relevant product offerings such as spirit

Gammon: Because their customers already buy them, just often from someone else. If a dealer isn’t offering promo products: • The customer is sourcing them from an online promo distributor, local ad specialty shop or marketing agency • That opens the door for competitors to build deeper relationships Promo products protect and grow existing accounts while unlocking new budget categories like marketing, fundraising, events, camps and sponsorships.

apparel, caps and hardgoods including drinkware, lanyards and rally towels. Promotional products can be a new engine that allows remarkable creativity and opens up new conversations when meeting with clients.

Q:

How big is the market for promotional products?

Cardinal: The promotional products market is large and established (approximately $28 billion), with consistent demand across multiple categories or verticals — schools, employers, municipalities, nonprofits and events all rely on branded products. For dealers and retailers, the key point isn’t just the overall size, it’s that the local market is always active and renews every season and every year.

Q:

Why is it important for dealers and retailers to get involved in promotional product sales?

Cardinal: If you’re already selling uniforms, spirit wear, and team gear, you’re already in the promotional business — your customers just may be buying some of those items elsewhere. Adding promotional products allows you to: • Keep more of that spend • Strengthen and deepen the customer relationship • Increase year-round revenue (not just seasonal)

Stella: Promotional product sales allow dealers and retailers to increase their average order value, diversify their revenue streams and improve profitability. The profit margins that the average seller makes on promotional products deals are quite high. These deals average 30–40% profit margin per ASI’s Counselor State of the Industry report, so dealers and retailers can build profitability quickly on the business expansion. Offering promotional products also allows dealers and retailers to maximize their customer relationship, creating a one-stop-shop experience for their clients. Continued on page 20

Gammon: The promotional products industry in the U.S. alone is a $25-plus billion market, with consistent longterm growth. When you layer in youth sports, high school, collegiate, club, recreation leagues and corporate sponsorships tied to sports, the addressable market for sporting goods dealers is massive. Stella: In January, ASI reported a strong 4th Quarter, which lifted the industry 4.2% over 2024, to a record $27.7 Billion in 2025 sales. The promotional product industry is a highly resilient industry and one that continues to grow year-over-year.

Mark Gammon gives a presentation at the PPAI Expo.

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Q:

Margins can be strong as clients would love to consolidate spend with relationships they know and trust on the dealer side, and reorder rates are strong once customers experience success.

Cardinal: Results vary by effort and customer base, but promotional products can create meaningful incremental revenue, especially through add-ons to existing customers. For many dealers, it can become a steady second revenue stream within the first year, and a major growth lever by year three once processes and supplier relationships are established.

Stella: The opportunity is largely tied to the willingness to learn and having the right industry partner matters. As the central community hub and foremost technology provider to the industry, ASI provides access to industry education, product search tools, customer ready e-commerce sites and order management systems that can help dealers and retailers confidently expand into promotional product sales.

What kind of bump in business could a dealer or retailer expect in the first year to three years of selling promotional products?

Gammon: The results will vary by effort and focus by dealer or retailer, however a six- to seven-figure addition to the top line is feasible for most, if not all.

Q:

What does a dealer or retailer need to do to ensure they are successful in selling promotional products?

Cardinal: Success comes down to basics: • Start with a curated product list (don’t try to sell everything) • Make ordering easy with clear pricing, minimums, and timelines • Offer decoration solutions you can produce quickly (heat printing is ideal) • Be consistent — (scale) sell promos to every team, sponsor and league account In terms of the production side — heatpressing tools and transfers make it easier to deliver professional results without adding screen printing complexity. Gammon: Success comes from treating promo products as a strategy, not an add-on: • Train sales teams to ask the right questions (events, sponsors, fundraisers, onboarding kits) • Partner with strong suppliers who offer product expertise, decoration options and support • Focus on solutions, not SKUs, recommend products based on goals, audience and budget • Build simple, repeatable programs (seasonal packs, sponsor bundles, event kits)

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Stella: First, it’s understanding how to source products from the industry’s best suppliers, send quotes and process orders in the most efficient manner.

• Small add-ons (decals, name/ number personalization)

Second, have the right e-commerce experience for your customers. Third, have fun! Success in promotional products comes from thinking beyond simply selling items. Use your creativity to solve customer challenges. Dealers who embrace promo as a branding and engagement solution, connecting products to events, programs, fundraising, recognition and sponsorship needs, are better positioned to add meaningful value to their customers and grow their sales along the way.

Top-performing categories include:

What are the “best products” for dealers and retailers who want to sell promotional products? Are there certain products that seem to work better than others?

Q:

Cardinal: Yes, certain products consistently perform well for sporting goods dealers because they’re tied to teams, travel, and school pride. Some examples: • Headwear (caps, visors): excellent margin and repeat demand • Bags (duffels, backpacks): great for teams and sponsors • Outerwear (warmups, coaches’ jackets) • Event gear (rally towels, giveaways)

Gammon: The best products share three traits. They are useful, visible and repeatable. • Bags (duffels, backpacks, cinch sacks)

Cardinal: A few common challenges: • Managing too many product choices at once • Inconsistent artwork quality from customers • Quoting and timeline expectations

•D rinkware (water bottles, tumblers)

• Production workflow and labor planning

• F an items (rally towels, foam fingers, pennants)

Gammon: There are challenges but they’re manageable:

•E vent giveaways (t-shirts, lanyards, wristbands)

• Learning new product categories and decoration methods

Products that align with sports, fitness, travel, and team identity consistently outperform novelty items.

• Managing lead times and expectations

Stella: Of course, products like drinkware, hoodies, duffle bags and headwear align well with dealers and retailers. They will always be a win. But thinking outside the box to technology accessories like headphones or chargers for athletes during travel are fun as well. Ultimately, a holistic and strategic approach that supports a client’s goals, not product alone, delivers the greatest success.

Q:

What are some challenges for a dealer or retailer who wants to get started in selling promotional products?

• Pricing confidently in a competitive space The biggest challenge is often mindset, seeing promo products as core to the business rather than “extra.” Stella: The biggest challenge most of us face when thinking about doing anything new is simply deciding to say yes to new opportunities. From a yes, all things become possible and there is support available. ASI’s education and technology tools exist to reduce complexity, expand industry knowledge and help members scale their promotional product sales. Continued on page 22

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CONFERENCE NOW Continued from page 21

Q:

What are some of the misconceptions dealers and retailers may have about selling promotional products?

Cardinal: Common misconceptions include: • “ You need screen printing or embroidery equipment to compete.” (Not true – one option is heat printing, and it can deliver premium results). • “ Promotional products are only low-end giveaways.” (Many are premium: bags, outerwear, headwear, patches/emblems). • “ It’s too complicated to fulfill.” (With the right partners, production can be streamlined). Dealers can decorate in-house using a heat press while also leveraging partners and technology where it makes sense. Gammon: Some common myths: • It’s too complicated • Margins are too thin • Customers will just shop online In reality, customers value guidance, ideas and reliability, especially in time-sensitive sports environments. Expertise wins over price more often than expected. Stella: For a dealer and retailer, that misconception could be that selling promotional products is complex and a separate business. However, given the deep organizational relationships with teams and institutions, promotional products are a natural extension of your current business. It all begins with innovation and a shifting mindset from product sales to solving customer needs. Additionally, team dealers or retailers may think they need to inventory products to be successful. Not true. Working with supplier partners and their print-on-demand services these days that can make very small quantities of imprinted promotional products

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quickly available is a differentiator. No inventory, no additional overhead, just new business opportunities.

Gammon: They’re powerful for both, but especially retention. Promotional products:

Are promotional products more effective for customer retention or customer acquisition?

• Keep brands visible long after the season ends

Q:

Cardinal: Both — but they are especially strong for retention because they create repeat ordering cycles (events, seasons, sponsors, staff gear). They can also support acquisition, because promo items are visible in the community. When teams wear branded caps, bags, or 3D emblems, it becomes walking marketing for the program and for the dealer who supplied it. Where STAHLS’ fits in for team dealers and sporting goods retailers is for dealers who want to add or expand promotional product sales, STAHLS’ supports the full decorating workflow: • Heat presses (Hotronix® and other solutions) • UltraColorMAX® DTF transfers (UCM) for full-color logos and graphics • Screen printed transfers for athletic, high-volume needs • Emblems & patches including Liquid 3D for premium headwear/bags • F ulfill Engine® technology for helping streamline and scale fulfillment, especially when orders grow or become more complete

• Reinforce loyalty through repeated use • Create emotional connections tied to moments and memories For acquisition, they’re incredibly effective when tied to events, sponsorships, and community engagement, areas where sports naturally thrive. Stella: Promotional products are effective for both retention and acquisition. In ASI’s most recent Ad Impressions study, promotional products ranked as the most preferred form of advertising across age, gender and location. Because they are tangible, useful and often kept for a year or longer, promotional products deliver ongoing brand exposure, helping dealers and retailers reinforce relationships with existing customers while making a lasting impression on new ones. Don’t forget, if you are a team dealer or retailer and you want to learn more about selling promotional products and other topics to help grow your business, make sure to register to attend the NSGA 2026 Leadership Conference on May 17–19 in Nashville.

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ARTIFICIAL INTELLIGENCE BY TIMM BOYLE

D

uring the 1970s and ‘80s, TV commercials featured various individuals saying, “My broker is E.F Hutton, and E.F. Hutton says…” Immediately all conversations halted and everyone within earshot leaned in to hear what Hutton had to say about investments.

Susan Sly doesn’t provide financial advice. But when she talks about Artificial Intelligence, people listen. Closely. There will be plenty of folks leaning in to hear what Sly says during her presentation, “AI as Your Superpower: Fundamentals & Real-World Applications,” at the NSGA 2026 Leadership Conference May 17–19 in Nashville, Tennessee. The 53-year-old Sly is the founder of two AI companies, a winner of the Rosalind Franklin Society Award for Outstanding Women in Science and was voted one of the top women in the world in AI by an independent party in 2024. She has been a featured guest on networks including CNN, CNBC, Fox and Lifetime, and has been quoted in Forbes, MarketWatch, and Yahoo! Finance. One of the companies Sly co-founded executed the largest computer vision deployment at scale and won VentureBeat’s AI at the Edge Award, beating out Boston Dynamics and Ford. Another of her firms — The Pause Technologies, Inc. — earned the 2024 Versalie HitLab Innovation Challenge,

24>> NSGA NOW®

beating out hundreds of submissions only four weeks after launching. She has built sales teams that have generated more than $2 billion in revenue. In her Leadership Conference session, Sly will communicate how attendees can successfully adapt to change in an AI-driven world. “I know some of the NSGA members, and with my background in retail, I understand what is relevant for them, where they get their return on investment, and what I call bright, shining spots, which produce marketing optimization,” Sly said. “I’ll talk about how to use AI to improve marketing campaigns, what is relevant, how to use platforms such as Tik Tok to tie into their brand, and how to be more agile. In the past, some companies have hired marketing firms and spent lots of money on that, but there are also plenty of things they can do for themselves.” That’s because AI is rapidly becoming more user-friendly. This branch of computer science simulates human

Susan Sly

intelligence. Almost everything humans can do — learn, reason, problem-solve, and make decisions — can be done with AI. Examples we use or see nearly every day are ChatGPT, virtual assistants and self-driving cars.

AI IS CONSTANTLY EVOLVING “One thing I always bring to my talks is the message that AI doesn’t change by the year, but rather by the day,” Sly said. “I’ll customize my talk to the wonderful folks in the sporting goods industry, and I’ll be flexible. Maybe something will happen the day before the event that will influence what I talk about. That’s how fluid AI is.

“I always make these presentations fun. I’ll discuss different kinds of AI, and whatever is relevant, that’s what I’ll talk about. There’s AI hype, which is people talking about things that don’t really exist, but I’m an AI ethicist. I focus on what’s real and on future trends.” AI has progressed from the wave of the future to the wave of the present in a very short amount of time. “Soon we’re going to see full AI campaigns and you won’t know they’re not humans conducting them,” Sly said. “Mango, a Spanish fashion brand, just did a whole campaign with AI, and Meta has content that is exclusively AI-generated. “I want this amazing group of people to think about how to use AI tools to optimize their businesses, as well as how to future-proof their businesses. Because AI is very good at predicting what’s coming.”

“AVERAGE” WAS NEVER AN OPTION Sly proved early on in life that she was not going to settle for average. With the encouragement of her father, who single-handedly raised her, she was coding video games she wanted to create at a young age. While in college, she took a part-time research job in a criminology department, learning how to examine and quantify crime scenes.

Over a six-year period, Sly strove to free young girls in Cambodia and Africa from trafficking and overcame a serious illness upon her return to the U.S. She competed in six Boston Marathons — after contracting multiple sclerosis. She also finished eighth in the Pro Division of the Ironman Triathlon in Malaysia shortly after breaking her pelvis “through faith, grit, and tenacity.” In other words, once Sly sets her mind on something, she accomplishes it. With athletics winding down, Sly, who had graduated from the MIT Sloan School of Business and MIT Executive Education in the Engineering Department, said she felt the pull to get back into technology. “At the computer vision company I cofounded, facial recognition was just part of it,” she said. “Now, AI is recognizing people without seeing their faces, such as with their gait and shape of their bodies. No two people possess the exact same gait.” A mother of four who resides with her husband in Scottsdale, Arizona, Sly is the host of the popular podcast “Raw and Real Entrepreneurship.” She also writes a weekly blog that can be found on her website (www.susansly.com), does speaking engagements, and writes books including Organize Your Life: 5 Minutes a Day Can Radically Enhance Your Life and The Have

It All Woman: Take Your Life From Overwhelmed to Empowered.

CLOSING THE GAP IN SUPPORT FOR MIDDLE-AGED WOMEN Near and dear to Sly’s heart is The Pause Technologies. It’s an award-winning platform she co-founded with Dr. Mia Chorney that empowers employers and women 30 and older with clarity, confidence, and evidence-based, AI-powered solutions for navigating menopause and midlife health. How does Sly keep up her torrid pace in life despite suffering from a chronic, autoimmune disorder? “MS is not something you get rid of, but I’ve been very fortunate and have done a number of alternative therapies,” she said. “MS affects the nervous system. I fatigue easily, so I’m very regimented. One thing I’ve learned is that if you’re going to perform at an optimal level, you need a rest phase, then give 150 percent, and then recover.” NSGA members who witness Sly’s talk at the conference are guaranteed they will get 150 percent effort from her. And they are certain to walk away with a new understanding of Artificial Intelligence and how it can enhance their businesses.

TIMM BOYLE Timm Boyle is a freelance researcher, writer, editor, proofreader and fact-checker from Illinois, currently living in Wisconsin. He earned a journalism degree from Northern Illinois University and has worked full-time for newspapers, public relations agencies, and marketing firms, serving clients including Gatorade and Topps trading cards. Boyle has authored 10 books and several short stories in a variety of genres, including Total Fitness the NBA Way (HarperCollins).

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CONFERENCE NOW

BIG-TIME SPEAKERS, IMPACTFUL SESSIONS HIGHLIGHT “BUILDING WHAT’S NEXT” AT NSGA 2026 LEADERSHIP CONFERENCE HALL OF FAME BASEBALL PLAYER JOHNNY BENCH, RENOWNED SPORTSWRITER CHRISTINE BRENNAN PROVIDE KEYNOTES

J

ohnny Bench and Christine Brennan will help cover all the bases for members of the sporting goods industry attending the NSGA 2026 Leadership Conference.

Bench, the Hall of Fame catcher of the Cincinnati Reds and the iconic “Big Red Machine” dynasty of the 1970s, will provide a powerful finish to “Building What’s Next: Leading the Future of Sporting Goods,” during the annual event May 17–19 at the Grand Hyatt in Nashville, Tennessee. Brennan will share her experiences as one of the most prominent and groundbreaking figures in sports media for five decades with the opening keynote to the Leadership Conference.

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The Leadership Conference will also feature its first NSGA Women’s Leadership Forum and education sessions that include maximizing the use of artificial intelligence (AI), different methods of brand-building and navigating the rapidly changing landscape of sports at all levels. “We are very excited about the mix of high-profile speakers with inspirational stories like Johnny Bench and Christine Brennan and the sessions that will

address important topics in the sporting goods industry,” said Matt Carlson, NSGA President & CEO. “The program for the NSGA 2026 Leadership Conference shows why it is the place to be if you are part of the sporting goods industry. “We have experts who will give attendees a better understanding of how to successfully incorporate AI into their businesses and build better brand loyalty. We’re also looking forward to our first NSGA Women’s Leadership Forum and the induction of the four members of the Class of 2026 into the Sporting Goods Industry Hall of Fame.”

A perfect lead-in to the prestigious event celebrating some of the most successful people in the sporting goods industry will be “Observations from Behind the Mask: An Afternoon with Hall of Famer Johnny Bench” on Tuesday, May 19. Bench will share the formula for hard work and teamwork that led to his amazing career as a two-time World Series champion, a Most Valuable Player twice in the National League and once in the World Series, a 14-time All-Star, winner of 10 Gold Gloves and a member of the All-Century Team in 1999. Brennan will get the Leadership Conference going on May 18 with “From the Sidelines to the Locker Room and Beyond: Leadership, Access and Breaking Barriers in the Business of Sport.” Brennan is an award-winning columnist for USA Today and a best-selling author and television and radio commentator. She just finished covering her 22nd Olympic Games in Milan, Italy and was the first woman to cover Washington’s NFL team at The Washington Post in 1985. Two experts will focus on using AI. Monday morning’s session features award-winning AI startup founder Susan Sly with “AI as Your Superpower: Fundamentals & Real World Applications.” Ari Kaplan, who created the analytics departments for three Major League Baseball teams, will speak Tuesday morning in “The Moneyball Mindset: Using Data and AI to Drive Smarter Decisions and Real Results.” A pair of Tuesday morning sessions focus on different methods of brand-building in the sporting goods industry. Award-winning author and entrepreneur Brittany Hodak will talk about transforming customers into something greater in “Loyalty That Lasts: Creating Superfans in a Competitive Market.” That session will be followed by a panel of industry experts discussing how to turn promotional products into a business driver in “Building Your Brand: Unlocking the Strategic Power of Promotional Products.”

Johnny Bench

There will also be a Monday morning panel discussion focusing on the constantly changing landscape of athletics and its impact on the sporting goods industry in, “New Era, New Challenges: How Changes in Sports Impact Athletic Administrators and What it Means for You.” NSGA’s first women’s leadership event, “NSGA Women’s Leadership Forum: Empowered Leadership for a Stronger Industry,” will be held the afternoon of May 17. The popularity of Monday afternoon’s Speed Networking keeps growing since it began in 2017 and it expanded in 2024 to give retailers and dealers more opportunities for scheduled discussions with manufacturers and brands. The event concludes Tuesday evening with the induction of four industry icons into the Sporting Goods Industry Hall of Fame. This year’s induction ceremony will recognize the Class of 2026 of Sam Barcelona Jr. (Barcelona Sporting Goods), Tim Boyle (Columbia Sportswear Company), Mort Finkelstein (MC Sporting Goods) and Scott Hedrick (Pro Athlete, Inc.).

Christine Brennan

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OPERATIONS NOW

MAGNIFICENT SEVEN:

STRATEGIES FOR SMALL BUSINESSES TO REDUCE THEIR TAX BILL BY JENNY SHAFFER NSGA CHIEF FINANCIAL OFFICER

R

unning a business is no easy task. To add to that, the annual responsibility of filing tax returns can make that an even more complicated endeavor. Tax laws are complex enough, let alone when new rules come about, as was seen when the One Big Beautiful Bill Act was passed into law in 2025.

Recently, authors for Intuit Turbo Tax released an article outlining seven strategies for small business owners to consider that could help reduce their tax bill.

These seven strategies were as follows:

plan is established. Types of insurance typically included are medical, dental, vision and long-term care insurance premiums, and you can also claim the deduction for your spouse and any qualifying dependents.

1.

2.

PAY FOR HEALTH INSURANCE

The cost of health insurance can be very expensive. However, there are special tax advantages, in the form of the self-employed health insurance deduction, if you pay for your own health insurance and are self-employed. If you meet the requirements for claiming this deduction, all or part of your insurance premium may be deductible. The adjustment you claim is limited to your net profit from the trade or business under which the insurance

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SAVE FOR RETIREMENT

There are several options, such as a Solo 401(k) for self-employed individuals without any employees or a SelfEmployed Person Individual Retirement Account (SEP IRA). In a Solo 401(k) plan, participants can save up to 100% of the income as an employee contribution, up to the annual limit. In a SEP IRA, you are allowed to save up to 25% of your income in the account, capped at the annual IRS limits.

This cap on how much an individual can put into a 401(k) plan every year is dependent on age, allowing for a catch-up contribution (ages 50–59 and 64 or older) or the super catch-up contribution (60–63). There is also the ability to contribute to a Traditional or Roth IRA. You may also be eligible for the Saver’s Credit, worth up to $1,000 ($2,000 married filing jointly) for contributing to your retirement account. Saver’s Credit is available for low and moderate income taxpayers and is subject to specific income requirements.

3.

CLAIM THE QUALIFIED BUSINESS INCOME DEDUCTION

If you operate as a Sole Proprietorship, Partnership, Limited Liability Company or S Corporation and report business income on your personal return, you may be eligible to claim the qualified business income deduction. This deduction allows owners to deduct up to 20% of their qualified business income. The IRS defines qualified business income as “the net amount of qualified items of income, gain, deduction and loss with respect to any trade or business,” generally meaning income, gains, losses and expenses incurred as part of the business. There are income limits to consider when determining if you qualify for the deduction, however, you may receive a prorated deduction if you earn more than the applicable limit.

4.

USING YOUR CAR FOR BUSINESS PURPOSES

There are two ways to figure the amount of your deductible car expenses. One is the standard mileage rate and the other is actual expenses. For the standard mileage rate, every year the IRS determines a standard reimbursement of number of cents per mile. For 2026, this rate is 72.5 cents per mile. To calculate the number of miles, ensure the mileage you are counting is only related to business use (not personal) and is above and beyond your normal commute between your home and workplace. As an alternative, for the actual expense method, you can calculate the amount of actual expenses you incurred when using the car for business purposes. Deductible expenses include gas and oil, maintenance and repairs, tires, registration fees and taxes, licenses, rental or lease payments and insurance, among others. Based on the percentage of how much you use the car for business purposes, you can deduct the applicable amounts of your actual expenses if it saves more than the standard mileage rate.

5.

DEPRECIATION EXPENSE

Depreciation is the term used when describing how an asset’s value is spread out over its useful life. The IRS allows for a deduction for this reduction in value, which lowers your taxable income and in turn potentially reduces your tax bill. There are a few different options: 1) Section 179 deduction: This is typically the simplest to implement, allowing for a large deduction the first year the asset is placed in service. Keep in mind there are annual limits on this deduction. 2) Bonus depreciation: This method allows you to deduct a large percentage of the purchase price of eligible assets. The One Big Beautiful Bill Act made permanent the 100% bonus

depreciation for assets placed in service after January 19, 2025. 3) Modified Accelerated Cost Recovery System (MACRS) depreciation: This method allows businesses to take larger tax deductions in the early years of an asset’s life and smaller deductions in later years. This in effect, reduces a businesses’ taxable income today, but increases it in later years. Keep in mind before purchasing a vehicle there are rules in place regarding certain types of vehicles, including luxury automobiles, that might impact the amount of depreciation eligible for deduction. Before purchasing any significant new equipment and other assets, it is always advised to consult with a professional who understands your unique needs to go through all the considerations, exclusions and limitations when it comes to this deduction.

6.

HOME OFFICE DEDUCTION

To claim the home office deduction, two criteria must be met: 1) Exclusive and regular use: This means a portion of your residence must be used exclusively for your business on a regular basis. Generally, this means that personal activities in the home office occur no more frequently than they would in an office building.

2) Principal place of business: This means that the home office must be either the principal location of your business or a place where you regularly meet with customers or clients. Like the car reimbursement above, there is an option for a simplified option (a straightforward calculation of an IRS specified dollar amount per square footage), or using actual expenses.

7.

FINANCING COSTS FOR THE BUSINESS

A typical deduction the IRS allows is most of the financing costs you pay for the business, such as mortgage interest on the office building, financing charges built into a lease contract or fees associated with invoices that have extended payment terms. The more you can lower your tax liability, it may result in extra profit for you to keep or use to reinvest into the business. It is important to consider these and other deductions available for your business to see what makes sense for your own individual situation. 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.

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B U L K P R I C I N G AVA I L A B L E FO R A L L P R O D U C TS

GUARDIANSPORTS.COM No helmet, headgear, or chinstrap can prevent or eliminate the risk of concussions or other serious head injuries while playing sports or otherwise. Researchers have not reached an agreement on how the results of impact attenuation tests relate to concussions or other injuries. No conclusions about a reduction of risk or severity of concussive injury or other injury risk should be drawn from impact attenuation tests. All headgear and chinstraps must be used along with properly fit and maintained helmets.

NEWS NOW

STAN JURGA SR.,

SPORTING GOODS INDUSTRY HALL OF FAMER, PASSES AWAY

S

tan Jurga Sr.’s influence on the sporting goods industry is on display to millions of people during the baseball season. Fans who are watching games from the major league level on down are likely to see a catcher wearing All-Star gear.

Jurga and his sons Stan Jr., and Brad helped make All-Star a prominent brand trusted by some of the best catchers in baseball. Their innovations also made a significant impact in helping catchers play better and stay healthier and led to the induction of Stan Jurga Sr., into the Sporting Goods Industry Hall of Fame in 2018. Jurga, who led All-Star from a small company to a prominent baseball, softball and football equipment manufacturer, passed away on February 24 after a year-long battle with a rare and aggressive cancer. He was 73.

“Any time you watch a baseball game from Little League to the big leagues, your focus is on the catcher and the prominence of the All-Star brand,” said Matt Carlson, NSGA President & CEO.

“Stan Jurga Sr., was so influential in AllStar's rise to prominence and making the game better and safer for catchers with his tireless work and drive to innovate the gear required to play such a demanding position. “Stan Jurga Sr., also became a good friend, was one of the classiest people to work with in our industry and it was gratifying to witness his induction into the Sporting Goods Industry Hall of Fame in 2018. I’ll miss Stan’s softspoken wisdom when we had the opportunity to talk. Our heartfelt thoughts on his passing go out to his family, friends and everyone in our industry who had the good fortune to cross paths with him.” Jurga joined the George Frost Company in 1972 as Assistant Plant Manager. George Frost was the parent

From left, Brad Jurga and his wife Carly, Carol Jurga, Stan Jurga Sr., and Stan Jurga Jr., at the 2018 Sporting Goods Industry Hall of Fame Induction Ceremony.

company of All-Star Sporting Goods, which started in 1960. Jurga became the National Sales Manager of AllStar Sporting Goods in 1977 and was promoted to Vice President of Sales approximately three years later. Jurga and Dave Holden purchased the All-Star Division of George Frost Company in October 1988 under the corporate name of Ampac Enterprises Inc. Jurga became the President of All-Star Sports in 1993 and he added the CEO title in 2011 after Holden passed away. All-Star, headquartered in the Boston suburb of Shirley, Massachusetts, became a family business with Jurga’s sons Brad and Stan Jr. Brad is the CEO/President and Stan Jr., is the Vice President of Product Development. Stan Jurga Sr., started going into Major League Baseball clubhouses in the early 1980s to get a better idea of what catchers wanted from their gear and his sons have continued that tradition by annually visiting the spring training camps of every team in Arizona and Florida. “Our dad did simple listening like, ‘Hey, if you could have whatever you wanted, what would it be?’” said Stan Jurga Jr., in a story in the January-February 2026 edition of NSGA NOW magazine. “The catchers would give him some honest feedback. Continued on page 41

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NEWS NOW Continued from page 39 “He’d come back, work on some prototypes, go back a couple of weeks later and say, ‘What do you think of this?’ And the catchers would say, ‘Wow, that’s cool. Can you tweak this?’ My brother and I do the same thing now.” Stan Jurga Sr., held at least five patents for protective equipment. One of his most famous innovations was working with 15-year big-league veteran catcher Charlie O’Brien on the development of a hockey-style catcher’s mask in the 1990s. He was also the first to offer full team colors in catcher’s gear to Major League Baseball catchers and matching-color facemasks. Stan Jurga Sr., was born in Leominster, Massachusetts on April 27, 1952 and was a lifelong resident of Shirley, Massachusetts. He is survived by his wife of 51 years Carol, his sons Stan Jurga Jr., and Brad and his daughter Sara, two sisters and four grandchildren. Services were held March 5-6 in Massachusetts and there will be a spring internment in Center Cemetery in Shirley.

FORMATION OF UNITED TEAM DEALERS ANNOUNCED

Across the sporting goods industry, the landscape continues to evolve — and independent team dealers are finding new and improved ways to serve their local communities with the personal attention that has always defined the team sports business. That’s the purpose behind United Team Dealers (UTD), a national network of independent team dealers who have come together to collaborate, share resources, and support one another — while remaining firmly rooted in the local relationships that make their businesses unique.

“We chose this business because we enjoy working directly with schools, coaches, athletes, and families,” said Allen Reynolds, President of United Team Dealers and Team Sales Manager of Cook’s Sporting Goods in North Wilkesboro, North Carolina. “We’re proud of the trust we’ve built in our communities, and we want to continue delivering that same personalized experience as the industry changes.” UTD was created to thrive in a marketplace where expectations are rising — from faster turnaround times and improved technology to larger product offerings. Rather than facing those challenges alone, UTD members unite to drive growth, improve performance, and enhance the overall customer experience, according to Reynolds. Through collaboration, shared insight, and combined purchasing strength, independent dealers capture the scale advantages of a larger organization while preserving their independence and customer-first approach. “We’re not trying to change who we are,” said Mike Blythe, Vice President of United Team Dealers and the owner of Blythe’s Team Sports in Valparaiso, Indiana. “We’re focused on helping each other improve and grow — while keeping the relationships and service model that our customers value most.” United Team Dealers’ strength is further reinforced through its partnership with Sports, Inc., providing members with access to impactful programs, purchasing support, and long-term growth initiatives designed specifically for independent dealers. The relationship is built on shared commitment and mutual value, with UTD members actively engaged in shaping opportunities that enhance competitiveness and sustainability. UTD currently has 13 dealers in its group. UTD also maintains a strong connection with the National Sporting Goods Association (NSGA), recognizing its vital role in advocating for team sports and

supporting the independent dealers who serve athletes and programs across the country. “Local dealers are deeply connected to their communities,” Reynolds added. “UTD ensures we continue adapting, growing, and building long-term sustainability for independent businesses and the athletes and programs we support.” Interested in learning more about United Team Dealers? Contact: Allen Reynolds Allen@cookssports.com (336) 488-4727 Mike Blythe mblythe77@hotmail.com (219) 405-3898 Their website is unitedteamdealers.com. Cook’s Sporting Goods and Blythe’s Team Sports are members of NSGA.

RULES NEWS NFHS MAKES FOOTBALL RULE CHANGES FOR 2026 The National Federation of State High School Associations (NFHS) Football Rules Committee approved a revision of a rule concerning play cards worn primarily by quarterbacks. Previously, play cards could be worn only on the wrist or arm. This year, the committee approved wearing the play cards on the belt as well. Effective in 2026, tooth and mouth protectors a) shall not include any attachment(s) that do not serve a purpose and function in protecting the teeth or mouth, and b) shall not include anything that is a health or risk issue and could pose danger to themselves or other players. The rule that goes into effect in 2027 to Rule 1-5-2d is a change in arm sleeve specifications. Continued on page 43

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NEWS NOW Continued from page 41 The new language states that “arm sleeves, whether attached to a shirt or unattached, manufactured to enhance contact with the football or opponent, must meet the SFIA specification at the time of manufacture. Arm sleeves must have a permanent, exact replica of the SFIA arm sleeve seal (meets SFIA specification), that must be visible and appear legibly on the exterior of the arm sleeve.”

NFHS FIELD HOCKEY RULE CHANGES FOR 2026 Changes to mouthguard recommendations and penalty corner rules were among three revisions recommended by the NFHS Field Hockey Rules Committee and approved by the NFHS Board of Directors to take effect with the 2026 high school field hockey season. In Rule 1-6-1 regarding equipment, subsections now include that mouth protectors should “not include any attachment(s) that do not serve a purpose and function in protecting the teeth or mouth and “not include anything on it that is a health or risk issues and can pose a danger to themselves or other players.”

HIGH SCHOOL VOLLEYBALL RULE CHANGES IMPACT LIBERO’S UNIFORM High school volleyball made adjustments to the libero uniform for the 2026–27 season. The libero’s uniform change was addressed in edits to Rule 4, with added Rule 4-2-1i(3) to note that the libero’s uniform bottom may be any color while adhering to all other uniform rules. The previous rule required all players to wear the same color bottoms, including the libero, according to Lindsey Atkinson, NFHS director of sports and liaison to the Volleyball Rules Committee.

NCAA SOCCER PROPOSED RULE CHANGES FOR 2026–27

INDUSTRY NEWS NFHS NAMES NORTHWEST DESIGNS EVENT MERCHANDISE PARTNER

Two proposed rule changes in NCAA soccer for the 2026–27 school year have an impact on fields and equipment. Teams could have four 15-by-15-foot commercial logos on the field (two on each half) on the field of play outside the penalty areas if they do not obscure required markings. Devices for collecting data could be worn on the wrist or arm if properly padded and covered.

The National Federation of State High School Associations (NFHS) announced a new partnership with Northwest Designs as the Official and Exclusive Event Merchandise Partner of the NFHS. Northwest Designs will be a Corporate Champion of the NFHS through 2030.

CERTOR SPORTS NAMED NFHS OFFICIAL CORPORATE CHAMPION

NCAA WOMEN’S VOLLEYBALL RULE CHANGES The NCAA women’s volleyball rules committee made a change that would allow two commercial logos on the playing surface, beginning with the 2026 season. Two commercial logos will be permitted on the playing surface that would be no larger than 10 feet by 10 feet. One logo can be placed at each end of the playing court located between the attack line and end line. The logos should not interfere with any court marking or boundary lines.

NCAA ADDING FOUR NEW CHAMPIONSHIPS At the 2026 NCAA Convention, acrobatics and tumbling, stunt, Division II bowling and Division III women’s wrestling were voted to become NCAA Championships, while flag football entered the Emerging Sports for Women program.

NCAA DIVISION I ALLOWS COMMERCIAL PATCHES The NCAA Division I Cabinet will allow Division I sports programs to place additional commercial logos or patches on uniforms, equipment and apparel for any non-NCAA championship competition, including the regular season, effective August 1.

The National Federation of State High School Associations (NFHS) announced Certor Sports, the parent company of the Schutt and VICIS football helmet brands, as its newest Official Corporate Champion, which is the organization’s highest level of corporate partnership. This partnership reflects a shared and unwavering commitment to advancing education-based athletics, elevating risk minimization standards and protecting student-athletes nationwide. Certor Sports is a member and supporter of NSGA.

CERTOR SPORTS NAMES GM OF TUCCI

Certor Sports announced the appointment of Tom Burns as General Manager of TUCCI. Burns will oversee Certor’s rapidly expanding baseball and softball portfolio and will play a central role in accelerating the company’s vision for next-generation athlete performance. Continued on page 45

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SERIOUS COMPETITION DESERVES SERIOUS EQUIPMENT. Whether that’s indoors or outdoors, we deliver the maximum in safety, performance, and durability at the highest competition levels. Because building a successful program starts with athletic equipment coaches can trust.

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NEWS NOW Continued from page 43

MOMENTEC BRANDS ROUNDS OUT LEADERSHIP TEAM WITH NEW CEO

CHAMPRO is a member and supporter of NSGA. Founder and CEO Bill Hunt is a member of the Sporting Goods Industry Hall of Fame.

TRAINING EQUIPMENT MANUFACTURER SPORTS ATTACK ACQUIRED

STAHLS’ MAKES FOUR LEADERSHIP HIRES

David Baxter will direct what Momentec Brands has called a new and refreshed executive leadership team that is part of a broader organizational realignment following the recent merging of Founder Sport and Augusta Sportswear Brands. Private equity owner Platinum Equity has focused on strengthening the Momentec C-suite team with a blend of seasoned industry leaders and innovative trailblazers. Joining Baxter in directing Momentec Brands future are: SVP Product Joel Bennink, Chief Financial Officer Mike Moore, Chief Revenue Officer Brent Meyers, Chief Operating Officer Karl Buchanan, Chief Technical Officer Christine Rose, SVP of Marketing & Communications David Goerke and Julie Parker, Chief Human Resources Officer. Momentec Brands is a member and supporter of NSGA.

CHAMPRO, NFHS ANNOUNCE BASEBALLSOFTBALL PARTNERSHIP

The National Federation of State High School Associations (NFHS) announced a new partnership with CHAMPRO Sports as an NFHS Corporate Partner. Through this partnership, CHAMPRO Sports becomes the Official and Exclusive Base Partner of the NFHS for baseball and softball, as well as the Official Field Screen Partner and Official Baseball and Softball Field Equipment Partner.

STAHLS’ announced the addition of four senior leaders to its commercial and platform teams. These strategic hires reinforce the company’s commitment to scaling Fulfill Engine™, expanding enterprise partnerships and accelerating innovation across heat-transfer and on-demand fulfillment technologies. The new leadership additions include Corey Cardinal, Vice President of Integrated Partnerships; Daniel Van der Kolk, Vice President of Enterprise Sales, Global; Janine Moore, Senior Director of Dimensional Embellishments; and Danielle Augustine, Vice President of Sales for Fulfill Engine technology. STAHLS’ is a longtime member and supporter of NSGA. Ted Stahl is a member of the Sporting Goods Industry Hall of Fame.

CAP AMERICA ANNOUNCES FAMILY OWNERSHIP TRANSITION

Cap America announced the successful purchase of the company by Jon Page and Cory Cissell, sons of founder and long-time owner/ operator Phil Page, who has led the business for the past 40 years. This transition represents a continuation of Cap America’s family ownership and its long-standing commitment to quality, reliability and partnership within the headwear marketplace. Cap America is a member and supporter of NSGA.

Sound Growth Partners acquired Sports Attack, LLC on December 15, 2025. SGP, along with co-investors, provided all the capital required to complete the transaction via SGP’s One-Stop Buyout® structure.

TRANSFER EXPRESS REBRANDS TO TXP, LAUNCHES STAHLS’ MERCHMAKER Transfer Express, the original custom transfer pioneer founded in 1990, unveiled a rebuilt digital platform and a refreshed brand identity under a shorter, bolder name: TXP. Marking a major leap forward for T-shirt creators and garment decorators, the new TXP website delivers faster ordering, smarter tools, and improved design support, all backed by the same high-quality custom transfers the industry has trusted for more than 35 years. TXP also announced the launch of the STAHLS’ MerchMaker™ 15" x 15" Heat Press, expanding its popular entry-level heat press with a larger format built for growing apparel businesses.

THREE MAJOR ATHLETIC BRANDS END USE OF KANGAROO LEATHER

The Center for a Humane Economy and Animal Wellness Action announced as of January 1, 2026, Adidas, ASICS and New Balance have officially ceased using kangaroo leather in shoes. Continued on page 47

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! W E N

L2wholesale.com

Rooted in Tradition.

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NEWS NOW Continued from page 45 They join Nike, Puma, Sokito, and Diadora, which have already ended production using kangaroo skin. With Umbro committed to ending use in 2026 and Mizuno committed to phasing out all kangaroo leather from its models, nine major athletic footwear companies in total have ended or pledged to end the practice.

UNDER ARMOUR MAKES EXECUTIVE LEADERSHIP CHANGES

As the official equipment provider and team apparel partner of Hockey Canada, Bauer Hockey is the sole manufacturer licensed to sell Team Canada replica jerseys and will launch Hockey Canada’s new primary jersey during the 2026–27 season. Bauer Hockey is a member of the Hockey Dealers Association.

CHIPPLY PROMOTES BRAZZELLE TO SENIOR MANAGER, SALES AND OPERATIONS

ORTHOLITE PROMOTES GREENWALD TO VP OF SALES

OrthoLite has promoted Marty Greenwald to Vice President of Sales. In his new role, Greenwald will oversee global sales strategy and key account management as OrthoLite continues to expand its footprint as the preferred insole partner to over 550 of the world’s leading footwear brands. OrthoLite founder and CEO Glenn Barrett is a member of the Sporting Goods Industry Hall of Fame.

Under Armour announced a series of senior leadership changes which it believes will further strengthen its global product, brand, and marketplace engines. Effective Feb. 2, Kara Trent was named Chief Merchandising Officer, Adam Peake was named President, Americas and Yassine Saidi transitioned to a Senior Advisor role focused on design expression and creative continuity. Under Armour Founder and President and CEO Kevin Plank is a member of the Sporting Goods Industry Hall of Fame.

HOCKEY CANADA, BAUER HOCKEY EXTEND PARTNERSHIP

Hockey Canada and Bauer Hockey announced an eight-year partnership extension that takes effect July 1, 2026 and ensures two of hockey’s most prominent brands will continue growing the game together for years to come.

Chipply, a leading technology platform serving the promotional products and sporting goods industries, announced the promotion of Meghan Brazzelle to Senior Manager, Sales and Operations. Brazzelle previously served as Senior Territory Manager and has been with Chipply since July 2024. Chipply is a member and supporter of NSGA.

HIBBETT, DOORDASH PARTNER ON FOOTWEAR, APPAREL DELIVERIES

PADDLETEK GROUP UNITES PICKLEBALL EQUIPMENT Paddletek, a provider of performance pickleball paddles and padel rackets, announced the creation of the Paddletek Group. This move unites Paddletek, ProXR, Padeltek, and Yobow under Paddletek Group, a merger that will advance the group’s development of high-performance pickleball and padel equipment, support for sponsored athletes, and impact on continued growth of pickleball and padel through innovative technology.

WINMARK JOINING S&P SMALLCAP 600 DoorDash and Hibbett announced a new partnership to bring on-demand access of footwear, apparel and accessories to consumers across the United States. With more than 1,000 stores nationwide, Hibbett’s availability on DoorDash expands its retail access, particularly in the Southeast and Southwest. Hibbett is a long-time member of NSGA. Mickey Newsome and Cathy Pryor are members of the Sporting Goods Industry Hall of Fame.

Winmark Corporation will replace Guess? Inc. in the S & P SmallCap 600 effective prior to the opening of trading on Monday, January 26. Authentic Brands Group LLC and the Rolling Stockholders are acquiring Guess? in a deal expected to close soon pending final closing conditions. Continued on page 49

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NEWS NOW Continued from page 47 Winmark Corporation and Play It Again Sports are members of NSGA and the National Ski & Snowboard Retailers Association (NSSRA). Winmark’s John Davenport is a member of the NSGA Board of Directors.

SALOMON UNVEILS NEW S/PRO ALPHA C BOA® SKI BOOTS

Salomon announced the launch of its 2026–27 S/PRO ALPHA C BOA® Ski Boots. Introducing a completely reinvented ankle wrap and energy transmission system, this 98mm-last boot raises the bar for modern ski boot design delivering next-level control, precision, and responsiveness for high performing skiers.

CHIPPLY APPOINTS ELLE CARSTENS AS SENIOR VICE PRESIDENT OF REVENUE

Chipply has announced the appointment of Elle Carstens as Senior Vice President of Revenue. In her new role, Carstens will oversee Chipply’s revenue strategy, leading customer acquisition, account expansion, and retention efforts. She will partner closely with Senior Vice President of Sales Grace Schettler to strengthen the customer journey while reinforcing Chipply’s people-first culture.

AMER SPORTS APPOINTS CARRIE ASK AS PRESIDENT AND CEO OF WILSON

EASTON FOUNDATION MAKES $1.4 MILLION DONATION TO USA ARCHERY

The USA Archery Foundation (USAAF) announced a $1.4 million donation from the Easton Sports Development Foundation (ESDF). “This historic gift will directly support USA Archery programs and initiatives that strengthen archery development across the United States, from grassroots instruction to elite high-performance training,” USA Archery said in a press release. James L. Easton and his father James D. Easton are members of the Sporting Goods Industry Hall of Fame.

Salomon is a member and supporter of NSSRA.

ANTA SPORTS TO ACQUIRE 29% STAKE IN PUMA

ANTA Sports Products Limited announced it has reached a share purchase agreement with Groupe Artémis, the investment company of the Pinault family, to acquire a 29.06% stake in PUMA SE, the company behind iconic global sports brand PUMA. The stake is valued at 1.5 billion in cash European. The transaction is expected to close by the end of 2026, subject to relevant regulatory approvals and customary closing conditions.

Carrie Ask has been appointed President & CEO of Wilson Sporting Goods, and a member of the Amer Sports Executive Committee, effective March 1, 2026. Ask is a proven global-brand CEO and C-suite executive within the apparel, retail, sports, and outdoor industry. She is recognized for building and empowering high-performing global teams and for transforming consumer experience and financial performance at fast-growing global companies including Nike, Levi Strauss, and most recently as CEO of Helly Hansen.

For the latest news and a deeper look at the stories featured in this issue, visit the News section by scanning QR code or go to nsga.org/news/ or check out the NSGA Scoreboard sent out weekly.

Wilson is a member of NSGA. Chris Considine, Jim Baugh, L.B. Icely and Fred Bowman of Wilson are members of the Sporting Goods Industry Hall of Fame.

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MAKE WINNING ™ POSSIBLE. We’re proud to announce the acquisition of Proper Pitch, Inc. We’re honored to carry on this legacy and welcome Proper Pitch to the Trigon Sports family. C H E C K OU T O U R N E W C ATALOG .

MEMBER SPOTLIGHT NOW

GIVE

ME

5

WITH

ED SCHOPP

President, STADIUM SYSTEM | Canaan, Connecticut

1

ALL IN THE FAMILY FOR NEARLY 80 YEARS

Family is the foundation that allowed our business to grow beyond infancy. Stadium System was started in 1948 by my paternal grandfather Arthur Schopp and four generations later we’re still going strong. Additionally, we are blessed to employ multiple generations as well.

2

WHAT SEPARATES STADIUM SYSTEM FROM ITS COMPETITION

Consistency in representation and the professional delivery of our service sets Stadium System apart. On top of that, our facilities are all located in the United States and we are employing American workers. We are proud of that.

4

BIGGEST CONCERNS WITH THE SPORTING GOODS INDUSTRY

Consolidation of supply and distribution has changed the industry. Having fewer choices is never the best option for the consumer.

3

5

BENEFITS OF NSGA MEMBERSHIP

Staying connected with the sporting goods community. Sharing ideas, making new connections and learning from others within NSGA has helped our business grow.

GROWING CHALLENGES OF HELMET RECONDITIONING

Stadium System is one of the biggest football helmet reconditioners in the country.

The rising cost of parts and labor. Today, football is played or practiced many more months per year than just 15 years ago. This restricts the amount of time a reconditioner has to get the work done.

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2027

CALL FOR

NOMINATIONS Submissions accepted until MARCH 31, 2026

Nominate a deserving individual for the 2027 Class of the Sporting Goods Industry Hall of Fame Learn more and nominate at nsga.org/hall-of-fame The Sporting Goods Industry Hall of Fame was created in 1955 by the NSGA Board of Directors to honor the pioneers, innovators and leaders who built the sporting goods industry and to help recognize and encourage excellence within the industry.