NSGA NOW - May/June 2025

LEADERSHIP CONFERENCE ISSUE

WORLD SERIES MVP BEN ZOBRIST’S MENTAL GAME

MARY KELLY’S COMMANDING PERFORMANCE

NSGA PARTICIPATION REPORTS RELEASED

John Scipio, Troy Freeman and Justin Miller

CONFERENCE NOW

Former World Series MVP Ben Zobrist (Page 28) and Retired Naval Commander Mary Kelly (Page 36) preview their powerful messages you’ll want to hear at the NSGA 2025 Leadership Conference.

CEO NOW

The sporting goods industry has long been described as a relationship business.

So much has changed with how those relationships are conducted. No longer do you have to meet a coach in person or talk to an athletic director on the phone when you can communicate via text and email.

But in some ways our ease of connecting at any time has made us disconnected. There is still nothing better than a good old face-to-face conversation to ensure issues don’t get lost in translation.

Providing those opportunities for everyone in the industry is one of the highlights of NSGA’s annual Leadership Conference. And it fits perfectly with the theme of this year’s event, “Winning Together: The Power of Relationships in Sports & Business,” on May 18–20 at the PGA National Resort in Palm Beach Gardens, Florida.

NSGA provides unmatched relationship-building at the Leadership Conference. Speed Networking was expanded last year to give retailers and dealers more meetings with brands and suppliers to discuss how they can work better together. And the event is designed to give you scheduled and unscheduled chances to share ideas and ask questions with people you may see only once or twice a year.

We are looking forward to Tuesday’s session, “Everybody Wins: Cultivating Stronger Industry Relationships.” We will share results from a survey NSGA conducted about industry relationships and attendees will have their chance to talk about what’s worked best for them. Two of our speakers are featured in this issue of NSGA NOW with a sneak peek of the messages they’ll share at

the NSGA 2025 Leadership Conference. Ben Zobrist knows a lot about winning as a two-time World Series champion and Most Valuable Player when the Chicago Cubs finally — and thankfully as a long-suffering fan — ended their 108-year title drought in 2016. But his road to success hasn’t been easy and he’ll talk about the importance of mental health and the challenges he’s faced.

Mary Kelly knows a little bit about leadership as a retired Naval commander who has become a Hall of Fame speaker and expert on business and the economy. She will take an in-depth look at how to become a better leader by planning and looking beyond the daily grind and inevitable obstacles that occur.

Sales expert Joel Bines and our panel discussion on how to use e-commerce will look at how to improve relationships with customers. And a group that has a great understanding of the importance of relationships — the late John Cardinal (Cardinal’s Sport Center), Chris Considine (Wilson) and E.J. “Ned” Hamilton (Peter Glenn Ski & Sports) — will be inducted into the Sporting Goods Industry Hall of Fame on Tuesday night.

If you haven’t already registered, you still have time to make plans to join us at this year’s Leadership Conference. Every relationship has its challenges and there’s no better place to discuss and learn more about the important issues taking place in our industry.

NSGA OFFICERS

CHAIRMAN OF THE BOARD

GORDON GEIGER

Geiger’s, Lakewood, OH

TREASURER/CHAIRMAN-ELECT

BOB FAWLEY

Capitol Varsity Sports, Oxford, OH

PAST CHAIRMAN

PAT DONNELLEY

Twin Falls, ID

BOARD OF DIRECTORS

KEVIN BEZANSON

Cleve’s Source for Sports, Halifax, Nova Scotia, Canada

TROY FREEMAN

Play It Again Sports, Minneapolis, MN

COLE JOHNSON

Johnson-Lambe Sporting Goods

Raleigh, NC

JUSTIN MILLER

Scholastic Sports Sales, Manlius, NY

MICK MONTGOMERY

Denver Athletic Supply, Englewood, CO

RON RUGAL

B&R Sporting Goods, Shelby Charter Township, MI

JOHN SCIPIO

SV Sports, Pottstown, PA

NSGA TEAM LEADERS

MATT CARLSON

President & CEO

HAYLEY FANSLER

Director, Business Development

MARTY MACIASZEK

Director, Team Dealer Division, Communications

JULIE PITTS

Director, Public Affairs and President, NSSRA

NICK RIGITANO

Director, Insights and Analysis

JENNIFER SHAFFER

Chief Financial Officer

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 2025 all rights reserved. Printed in the USA.

NSGA attends ASTM meetings and shares standards with our members that impact sporting goods equipment.

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PLATINUM SUPPORTER

PROLOOK

was founded in 1996 by Dusty Rhodes and his entire team shares his tireless drive to play and compete at their highest level. The mission is instilling confidence and excitement in athletes and coaches by efficiently bringing to market innovative, quality, custom sportswear we can all be proud of. PROLOOK was one of the top 200 fastest-growing companies in the US, per the Inc 500 in 2004, and in 2012 opened its sublimation print and heat press facilities. Because PROLOOK is a manufacturer first and a brand second, customers receive valuable assurance that the same company selling the product will stand responsible for that product lasting and looking great for years to come.

What recent innovation or development are you excited to share with the industry?

Beyond our newly launched elevated custom athleisure line, we’re thrilled to introduce a game-changing innovation in cheer — our new cheer uniform line with an industry-leading 4-to-5 week delivery. We understand teams need high-quality, custom uniforms fast and our streamlined production process ensures they get exactly what they need in record time. This initiative will help programs at all levels — from youth leagues to elite competitive squads — focus more on their routines and less on the stress of long lead times.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Technology never slows down and neither do we. This spring, we launched our all-new customizer tool, giving teams, coaches and organizations the power to design their own gear with a brand-new, intuitive, seamless interface. We’re taking the customizer you know and love and making it even better

by improving the ordering process from start to finish. We want to make sure coaches, teams, and reps can spend their time focusing on what matters most — the sports they love — rather than going through needlessly complicated designing and ordering experiences. Stay tuned for an exciting announcement later this year that will further elevate the way teams design and receive their gear.

Why should young professionals join our industry?

For young professionals passionate about sports, there’s no better industry to be a part of. This field offers the unique opportunity to directly impact coaches and athletes, shaping the experiences of teams across all levels. Sports teach invaluable life lessons — discipline, teamwork, resilience, and leadership — and create a sense of belonging by developing lifelong friendships. Working in this industry means a dynamic, fast-paced environment where every project contributes to the development of athletes, teams and communities.

Whether in design, marketing, sales, or operations, young professionals will find purpose, creativity and excitement in a career in the team sports industry.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

Some of our strongest and most enduring partnerships have started at the NSGA Leadership Conference. The opportunity to connect with likeminded professionals in an environment free from the daily pressures of business is invaluable. These faceto-face interactions foster genuine conversations, spark new ideas and pave the way for collaborations that drive the industry forward. Beyond networking, the Leadership Conference provides insights into industry trends, challenges and opportunities, helping us refine our strategies and stay ahead of the game. In an era where digital communication dominates, the value of in-person relationship-building cannot be overstated. The NSGA Leadership Conference remains one of the most impactful spaces to strengthen existing partnerships and forge new ones that will shape the future of the industry.

ASSOCIATION NOW

NATIONAL SKI & SNOWBOARD RETAILERS ASSOCIATION (NSSRA)

MAKES CHANGES TO BOARD OF DIRECTORS

The National Ski & Snowboard Retailers Association (NSSRA) selected Robb Shepherd of Shepherd & Schaller Sporting Goods (Wausau, Wisconsin) as Board Chair, Jon Morrill of Kittery Trading Post (Kittery, Maine) as Vice Chair and Stefan Hausberger of Zimmermanns Skis, Boards & More (Nashua, New Hampshire) as Secretary/Treasurer at its Board of Directors meeting on March 18, 2025.

Shepherd, Morrill and Hausberger will serve two-year terms ending in January 2027. Matt Leonard of Ski Country Sports (Banner Elk, North Carolina) was elected as an at-large Board member and will serve a three-year term through January 2028. These terms began with their appointments.

“Robb has been a tremendous asset to the NSSRA Board and we are excited to have him share his expertise with the ski and snowboard industry to lead NSSRA,” said Julie Pitts, NSSRA President. “We are also looking forward to the perspective Matt Leonard will bring to the Board to help ski and snowboard retailers.”

Tom Fuerst of Pedigree Ski Shop (White Plains, New York) remains on the Board as Past Chair. Gary Fleming of Winter Sports Retailers (Springfield, Massachusetts), Tyler Lockard of Winter

Sports Retailers, Brad Nelson of HiTempo (White Bear Lake, Minnesota) and Phillip Howard of Troy’s Ski Lubbock (Lubbock, Texas) continue their service on the Board of Directors.

Gordon Geiger of Geiger’s (Lakewood, Ohio), who has served on the NSSRA Board of Directors since 2015, including Chair of the Board from 2019 to 2023, will conclude his service. Geiger is in his first year as Board Chairman of the National Sporting Goods Association.

“NSSRA appreciates Gordon’s service, enthusiasm and ideas that have made an impact on the ski and snowboard industry,” Pitts said. “Gordon has been a valuable contributor and we are thrilled that he will continue to make an impact for the ski and snowboard and sporting goods industries.”

Robb Shepherd

Jon Morrill

PLATINUM SUPPORTER

CHAMPRO

has been a trusted leader in high-quality sporting goods since 1986. The company delivers reliable gear and exceptional service — blending innovation, functionality and durability to meet athletes’ needs. For decades, CHAMPRO has outfitted athletes from head to toe with innovative designs and cutting-edge materials — keeping them game-ready, season after season. The guidance of founder Wilson “Bill” Hunt, a 2022 inductee into the Sporting Goods Industry Hall of Fame, has been instrumental in CHAMPRO’s growth to offer the most comprehensive line of sporting goods equipment and apparel in the industry.

What recent innovation or development are you excited to share with the industry?

Recently, we overhauled our entire football shoulder pad offering. We’re really excited to introduce these products because of the extensive research and engineering that went into their development. With input from a Division I college equipment manager, we optimized these pads per position to give players the protection they need without sacrificing the mobility required to outplay the competition. We also elevated these pads by incorporating an industry-first 360 Yoke, which is designed to eliminate any gaps in protection around critical areas of the pads. All this culminates in our most advanced series of football shoulder pads, the Python and Falcon series.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Advancements in cloud computing, AI and robotics are enabling greater efficiency, scalability and innovation at CHAMPRO. Cloud solutions give us a reliable infrastructure

that enhances our flexibility and accelerates development. AIdriven automation improves decision-making, streamlines operations and improves customer interactions. Robotics is further optimizing our processes, increasing operational efficiency. We’re also leveraging automation and AI-driven threat detection to stay secure and resilient as we explore new ways to innovate with confidence. By embracing these trends, we’re positioning ourselves for long-term growth in an evolving landscape.

Why should young professionals join our industry?

Working in this industry combines a love for sports with the excitement of a fast-paced, rapidly growing environment. For our team members who are former athletes, it’s rewarding to stay connected to the world while building relationships with customers who share that same passion. It’s also a behind-thescenes look at how sporting goods are developed and it’s fascinating to see how they’ve evolved over time. Our veteran sales team members recall starting out serving small

business owners in the industry. That has been a highlight of their careers and helped them foster true investment and dedication in what we do.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

NSGA brings the best of our industry to the Leadership Conference, so you’re talking with other bright, engaged, committed parties. It’s a diverse group of people — buying groups, dealers, manufacturers — and you get a close look at the ecosystem. When we call on our partners, we’re visiting their businesses, and sometimes that means a lot of distractions and a high level of stress. The setting, format and atmosphere of the conference makes it easy to build trust and rapport with each other. When you’re in West Palm Beach, it’s more relaxing — you can have deep, open, long-lasting conversations and begin or maintain great relationships. NSGA and the Leadership Conference have been an invaluable resource for CHAMPRO

ADVOCACY NOW

NSGA GOES TO WASHINGTON

BY JULIE PITTS NSGA DIRECTOR OF PUBLIC AFFAIRS

NSGA held a legislative fly-in to Capitol Hill for meetings on March 26, 2025. Members of the NSGA Board of Directors and staff met with federal legislative offices to address fair marketplaces, pro-small business tax and financial policies, and promotion of sports participation.

Fly-ins and appointments with legislative offices provide valuable opportunities for NSGA members to directly share concerns and suggestions with decision-makers and connect public officials with the businesses and communities they serve.

Insights from these meetings can influence an official’s priorities, policies, or legislation as personal experiences can leave a lasting impression and shape how officials perceive and address certain issues. These appointments also present an opportunity to hold officials accountable for their actions and commitments. Discussing specific concerns or seeking updates can ensure transparency and responsiveness.

NSGA specifically asked these offices to:

• Support measures which deliver fair marketplaces for small businesses where market dominance is addressed through enforcement of

existing anti-trust laws and big tech is regulated so that competition is encouraged and can be sustained.

• Support the Main Street Tax Certainty Act (HR 703/S 213) to make the 20% small business tax deduction for qualified business income permanent. Small businesses provide economic engines through the United States, and they need continued support to keep a level playing field with larger corporations.

• Support and co-sponsor the Credit Card Competition Act when introduced in the 119th Congress. This bipartisan, bicameral bill requires that multiple networks be enabled on credit cards so that networks would have to come to the table and negotiate fees, security, and terms of acceptance with merchants to control the rising cost of swipe fees for merchants and consumers.

This legislation curbs the duopoly of Visa and Mastercard, providing another pathway to a fair marketplace.

• Support legislation that encourages healthy activities for Americans including tax-favorable legislation for recreational and sports-related activities and equipment and protection of the outdoors. This included discussion of the PHIT Act, which NSGA is an original sponsor.

The NSGA fly-in consisted of 15 appointments — 12 with Senate offices and 3 with members of the House of Representatives. Meetings were held with 8 Republicans and 7 Democrats from 8 states.

Finally, NSGA welcomes regular interactions with legislative offices to establish working relationships with elected representatives, ensuring they remain attuned to the needs of our retailer and dealer members.

For more information about NSGA’s advocacy efforts, contact advocacy@nsga.org or visit nsga.org/advocacy.

From left, NSGA’s Pat Donnelley and Idaho Senator James Risch.

From left, NSGA’s Gordon Geiger (Geiger’s) and Bob Fawley (Capitol Varsity Sports) and Ohio Senator Jon Husted.

From left, North Carolina senator Ted Budd and Cole Johnson.

FROM THE GAME ONE FAMILY

JOHN CARDINAL CONGRATULATIONS

John Cardinal’s impact on the sporting goods industry is woven into everything we do at Game One. His customer-first, family-driven approach set a standard that continues to inspire businesses across the country.

Beyond his contributions to the industry, we honor John for his generosity, devotion to family, and quick wit. His passion for sporting goods remains a driving force for us all.

TO ONE OF OUR LEGACY FOUNDERS

PLATINUM SUPPORTER

Chipply

was created by the management of legendary Milwaukee-area team dealer and retailer Burghardt Sporting Goods, so it knows the ins and outs of your business and has thought of all the ways to maximize stores. The industry preferred platform gives power to decorators so they can launch online stores with confidence. Chipply’s platform focuses on faster site building, accurate inventory management, consistent/automatic pricing and on-time/accurate fulfillment. Our goal is to make building sites so easy, it is your favorite sale. Whether a simple promotional special, a spiritwear store, or a highly complicated league order, Chipply can help make it a success from start to finish.

What recent innovation or development are you excited to share with the industry?

Chipply is focused on enhancing and simplifying business operations by integrating various tools into a unified platform. Throughout the year, we are rolling out new features designed to support both online and offline businesses. These updates will improve areas such as pricing, ordering, inventory and workflow management. Our goal is to create a seamless solution that optimizes your processes and drives efficiency.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

As more distributors and dealers shift toward print-on-demand and DTF decorating, we’re focusing on providing the tools they need to streamline their operations. One key initiative is educating our customers on how to leverage our catalog stores to simplify and automate print-on-demand orders. By integrating these stores into their workflow, customers can reduce manual processes, improve efficiency and ensure a seamless ordering experience. Our strategy for the year ahead revolves around making it easier for customers to sell, fulfill and manage their orders through technology-driven solutions. Why should young professionals join our industry?

The sporting goods industry is an exciting place to build a career because it blends passion and business in a way few industries can. Whether you’re into sports, sales, marketing or product innovation, there’s a place for you. Young professionals get the chance to work with top brands, team dealers and vendors who are shaping the future of sports and active lifestyles. Plus, it’s a relationship-driven industry — the connections you make early on can open doors for years to come. If you’re looking for a career where you can grow, collaborate and be part of something dynamic, this is the industry to be in.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

The NSGA Leadership Conference is all about bringing the industry together in a way that makes real connections happen. It’s not just about exchanging business cards; it’s about building relationships that actually lead to something. Plus, the lineup of speakers and Hall of Fame celebrations create an atmosphere where people can learn, get inspired and connect over shared experiences.

RETAIL NOW

TRANSFORMATIONAL BUSINESS RELATIONSHIPS ARE CRUCIAL

BY LESLIE CUNNINGHAM THE MANN GROUP

About 10 years ago, The Mann Group was asked to facilitate a conversation between top independent outdoor retailers and their brands. The goal was clear: identify the core issue that keeps these two entities at odds.

After three days of intensive focus groups, the underlying issue became apparent — Trust. There is a fundamental lack of trust between brands and independent retailers.

Fast forward to today and not much has changed. Every business seeks success, but this often means viewing the world through self-serving agendas rather than focusing on what truly matters: building transformational relationships through transparency and vulnerability. Unfortunately, we have become a transactional society.

Why? Because being transformational requires effort and intelligence beyond merely selling a product to retailers to meet quotas or satisfy bosses. It requires understanding what truly matters to the retailer and team dealer and finding ways to go beyond individual goals to create synergy that ultimately benefits the

customer. It is about foresight, empathy and action.

It all starts with answering five key questions with a resounding YES:

• Do I Like You?

• Do You Listen to Me?

• Do You Make Me Feel Important?

• Do You Understand Me?

• Do I Trust and Believe You?

Regardless of the industry, business is fundamentally about people. People prefer to do business with those they find likable.

DO I LIKE YOU?

First impressions matter, and unfortunately, we don’t get a second chance to make a positive one. Studies show we form impressions within seconds, often based on subconscious experiences. While some aspects are beyond

our control, there are tangible ways to ensure a positive first impression:

• Remember names

• Greet everyone and not just your key contact

• Introduce yourself proactively

• Learn how to “read the room”

Mastering these basics can help secure a YES to this critical question.

DO YOU LISTEN TO ME?

Listening requires discipline and self-control. True influence doesn’t come from what you say but from what you hear. The Mann Group conducted a survey of retailers to identify their top desire from sales representatives — the answer: “Listen to me.”

The same survey among brands revealed their primary request from retailers: “Stop multitasking in our meetings and listen.”

Both sides want the same thing — to be heard.

David Brooks’ book, How to Know a Person: The Art of Seeing Others Deeply and Being Deeply Seen, emphasizes the power of asking meaningful questions. Children, for example, ask around 40,000 questions between ages 2 and 5, yet adults often lose this curiosity. By rekindling the habit of asking deep, thoughtful questions, we foster intimacy and break through surface-level interactions.

The simple act of listening can turn a “no” into a “yes.”

DO YOU MAKE ME FEEL IMPORTANT?

The most insatiable human need is to feel significant. Making others feel important requires stepping out of a self-centered mindset and focusing on others.

For brands, this means:

• Customizing each visit based on past conversations

• Understanding each store and business’ demographic and unique challenges

• Giving sincere, specific compliments

For retailers and dealers, it means:

• Maintaining consistency in interactions

• Offering personalized, non-robotic engagement

• Keeping eyes up and being fully present

To truly stand out in the industry, brands and retailers and dealers must shift their focus from simply creating great products to mastering the lost art of adding value through meaningful interactions.

DO YOU UNDERSTAND ME?

People buy for their reasons, not yours. Understanding people is the key to meaningful engagement. Brooks refers to these as “Big Questions” — ones that prompt reflection and connection:

• What crossroads are you at?

• What would you do if you weren’t afraid?

• If you died tonight, what would you regret not doing?

• If we meet a year from now, what will we be celebrating?

By asking these types of questions, we shift from data collection to deep insights. These insights foster transformational relationships that go beyond transactions, creating real synergy where the combined effect is greater than the sum of individual efforts.

DO I TRUST AND BELIEVE YOU?

This final question is the most crucial. Trust is not a given; it must be earned and maintained through consistent actions. Despite identifying trust as the central issue a decade ago, it remains elusive.

Trust is often sacrificed for the sake of personal business success, individual goals and bottom-line metrics. When trust fades, blame takes its place, serving as an excuse to avoid the hard work of being transformational.

THE CALL TO ACTION:

Make the choice to be the better story. Transformational relationships require commitment, effort, and a willingness to see beyond one’s immediate needs. When brands and retailers and dealers prioritize trust, listening, and genuine connection, they create a thriving ecosystem that benefits everyone — including the customer.

LESLIE CUNNINGHAM

Leslie Cunningham is The Mann Groups resident human expert. She is breaking down the science of emotional intelligence with our clients into practical skills to use throughout their leadership careers. From how to better understand yourself to regulating when you have been triggered, Leslie is on a mission to create leaders who have lasting impact.

PLATINUM SUPPORTER

OrderMyGear

was created in 2008 by Kent McKeaigg so he could help his dad, Ronnie, a team dealer who was buried in paperwork as he tried to organize and fulfill orders for high school teams. That vision led to Kent McKeaigg’s 2023 induction into the Sporting Goods Industry Hall of Fame and OMG now offers an intuitive online store platform that powers growth for distributors, decorators and dealers. OMG is determined to create innovative features that will help you expand your customer reach and remain competitive in an increasingly technology-centered market. OMG also provides person-driven support that guides you every step of the way because your success means our success.

What recent innovation or development are you excited to share with the industry?

We are thrilled to announce our partnership with STAHLS’ Fulfill Engine to deliver print-on-demand stores to the sporting goods industry. This integration empowers team dealers to streamline their fulfillment process by automatically sourcing, decorating and shipping items to consumers from a network of vetted decorators, hands-off and on-demand.

This integration helps team dealers tackle some of their biggest challenges like no order minimums, enhanced capacity, and easily fulfilling orders year-round. Dealers can offer a wider range of decoration methods to their customers, like embroidery, direct-to-garment, directto-film, laser engraving, and more. Print-on-demand stores make it easier to serve larger customers and can remove barriers to propel expansion into corporate and promotional markets. Dealers can choose from thousands of printon-demand products, including

apparel and hard goods, from a variety of suppliers.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

There has been a major shift in the buying demographics in team sports, including who is making decisions about what to buy and from who. Today’s buyers expect more digital, self-service capabilities from team dealers and suppliers, which we want to provide.

The vast majority of people making purchasing decisions on behalf of groups like schools and teams are Millennials and Gen Z. These generations grew up in a world where they can order anything online, and they expect this experience of their professional lives, too.

This year, we expect to see team dealers adopt more technology across the tech stack to help how they discover products, generate sales, and manage orders online. To prepare for this shift, we’ve expanded our suite of solutions to include tools like Product Search,

Presentations, in addition to Online Stores, to help team dealers create more time to focus on relationships, sales, and customer service while providing the digital experiences buyers demand.

Why should young professionals join our industry?

The sporting goods industry is the perfect place for young, competitive professionals to turn their passion for sports into a rewarding life-long career. This exciting industry is powered by innovation and technology and provides ample opportunities for professional growth and development, making it an excellent industry for young professionals to establish themselves and grow their careers. Made up of countless former athletes and coaches, the sporting goods industry offers young professionals the privilege of equipping the next generation of athletes with the gear they need to play.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

NSGA and the Leadership Conference continue to serve as invaluable platforms for industry leaders to come together and share insights that shape the future of team sports.

PERCEPTION CAN BE AN EYE-OPENING REALITY FOR RETAILERS

BY RITCHIE SAYNER ADVANCED RETAIL STRATEGIES

Since you are in the retail business, it is a given that you are going to have to travel from time to time. You will travel to trade shows and markets and perhaps industry conferences such as NSGA’s Leadership Conference. Traveling away from your hometown provides a wonderful opportunity to visit other retailers. There is so much that can be learned; you should never miss a chance to take advantage of this.

As retailers, you walk into your store every day often blind to what others see. The next time you visit another store, take a mental inventory of what you notice. What hits you initially when you first enter the store? Take note not only of what you see, but also how you feel. Are you warmly greeted or even greeted at all? Are the displays enticing or haphazardly thrown together? How is the lighting, signage, temperature, background music? Observe how the store is merchandised. Are the racks tidy and well-stocked or are there partially empty display fixtures? Does the merchandise tell a compelling story of what the store is all about or do you find yourself staring at a random assortment that doesn’t

seem to make any sense? Is the store clean and neat or messy and unorganized? Much can also be learned by noticing the cash and wrap area as well as the dressing rooms.

Sales associates will most likely be the first point of contact the customer has with your business. Do your salespeople project the image of the store that you want? Are they neat and well-groomed? Do they come off as professional, friendly and articulate? These may seem like minor points, but oftentimes they are the first impression a new customer has of your store. For sure, you want it to be a positive one. You never get a second chance to make a first impression.

The store display windows also tell you a lot about a retailer if you know what to look for; and what you are looking for is what I call the WOW factor. Some merchants feel they must represent everything they sell in their display windows for fear of missing what a potential customer might be looking for.

I’m sure we’ve all seen cluttered display windows in stores before. A disorganized, thrown together display window sets the tone for what you are going to find once you step into the store. This may seem obvious, but make sure the windows are clean inside and out, the front door is inviting and the sidewalk in front of your store is neat and free of all leaves, snow, trash and other debris. A retailer’s website is the E-com version of the store’s display windows. As discussed above, when the store tries to represent every item they sell, the end result is a cluttered, confusing mess void of focus and clarity.

The same applies to your website. If you are trying to promote your image as a fashion leader known for quality, service, and the newest product available, you wouldn’t have most of your web pages devoted to SALE merchandise from past seasons. You should also avoid putting anything on the site that you only have a small quantity of. It takes time and money to maintain a website, so it is futile to go to the effort of posting things online when enough of the products are not available to fulfill orders. Not to mention the frustrating experience it is for the customer who isn’t able to complete a purchase. All of us like to shop at places that make us feel good when we are in the store. My wife is a regular shopper and likes to support the merchants in our neighborhood. When she is in the shoe store she likes, the service is top notch, the salesperson knows her preferences and keeps her apprised of what has recently come in that she may like. The merchandise assortment is current and well curated. She likes the “feel” or what she might call the “energy” that this store gives off.

The opposite is true of yet another retailer in the same center. The store is a complete trainwreck. The store is jammed with merchandise and most of it is old. The owner describes the merchandise mix as “eclectic,” which to me, is an attempt to justify the poor merchandising habits. The owner might as well post a sign that says, “I have no idea what I’m doing so I just buy stuff and try to find a place for it when it arrives.”

This store gives off negative “energy,” according to my wife, because she doesn’t even feel good when she is in the store. Therefore, she rarely frequents this retailer. This store is trying to be everything to everyone and not doing any of it well.

Just as people tend to do business with people they like, they also shop in stores where the “vibe” makes them feel good. Next time you walk in your own store(s), take off the blinders and see how your operation measures up to other retailers you have visited. What image are you trying to project and how do you feel walking into your own store? If you are confused about what

you see, your customers will be also and your sales will reflect as much. Perception is reality.

RITCHIE SAYNER

Sayner has spent the past four decades helping independent retailers improve profitability. In addition to speaking to retail groups nationwide, Sayner is a regular contributor to retail industry publications. Prior to embarking on his retail consulting career, he was the general merchandise manager for an independent department store in the Midwest. Ritchie is a graduate of the University of WisconsinLaCrosse. He is also the author of the book, “Retail RevelationsStrategies for Improving Sales, Margins, and Turnover.” He can be reached though his website at www.advancedretailstrategies.com. @RitchieSayner

PLATINUM SUPPORTER

Momentec

Brands is about outfitting moments that matter. Combining the power of Augusta Sportswear Brands and Founder Sport Group, and the multiple big-name brands they have represented, allows Momentec to enhance defining moments in sports through decades of experience, technical expertise and an unrelenting passion for quality apparel, headwear, accessories and much more.

What recent innovation or development are you excited to share with the industry?

Founder Sport Group and Augusta Sportswear Brands have recently merged to form Momentec Brands. This special coming together of passionate people, trusted brands and products, along with the expertise and technologies to make creating custom apparel easy and reliable has been our focus for the past 12 months. Innovation and

improvements centered around speed with faster sublimated art mock-ups turned consistently in 24 hours or less has been a major improvement that we are building on in other key areas of the business. Chromagear 5 Day designs are now available year-round with new diamond sport-builder design concepts being released recently and more Tech Tee designs coming soon. Early this summer, momentecbrands.com will make getting FSG and ASB products easier in one seamless experience.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Technologies in our industry are moving fast, and we are harnessing not only AI tools but other cutting-edge software that will make doing business with us easier than ever before. Superior mobile shopping and buying experiences along with improvements to FreeStyle and Chromagear builders will make it easier to build, buy and check out with custom gear.

Why should young professionals join our industry?

Sports are a popular and compelling industry. The athletic world all starts with the vast youth sports landscape feeding into the foundation for high school sports and beyond. With that in mind, impacting young people through sport is really the crossroads of a rewarding and enjoyable career. On top of being rewarding, it’s a growth industry that believes in a healthy active lifestyle with a culture based on collaboration and teamwork. We recommend it!

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

Everyone is here and excited about attending and catching up with colleagues, friends and customers. We learn so much at every conference, and we get the chance to share all that Team Momentec is doing to make a better experience for our customers. The NSGA Team does a fantastic job of ensuring we have the time to connect with attendees, while at the same time bringing in thought-provoking and often inspiring guests to move our industry forward collectively.

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STILL TIME TO JOIN US FOR WINNING TOGETHER: THE POWER OF RELATIONSHIPS

IN SPORTS & BUSINESS

The NSGA 2025 Leadership Conference is THE place to be to talk about how to navigate the current issues and challenges of the sporting goods industry. The stories in this issue on 2016 World Series MVP Ben Zobrist and retired Navy commander Mary Kelly offer a glimpse of the poignant messages they will be delivering.

You still have time to register and join us May 18–20 at the PGA National Resort in Palm Beach Gardens, Florida. We hope to see you there!

PLATINUM SUPPORTER

The STAHLS’ story began 93 years ago in the garage of A.C. and Ethel Stahl and the chapters of success continue to be written for one of the most well-known and respected companies in the sporting goods industry.

STAHLS’ continuous innovation makes it the leader in pre-cut and custom athletic numbers, letters and logos. The family values STAHLS’ started with continue today in its culture and the foundation for success for its customers. That success was also recognized with the induction of Ted Stahl into the Sporting Goods Industry Hall of Fame in 2011.

What recent innovation or development are you excited to share with the industry?

The growth in dimensional heat transfers and innovation of 3D

Printed Apparel Branding. This new product, called LIQUID 3D, unlocks premium branding for print on demand. This is important because it allows team dealers to launch higher-end products into their 24/7 online stores. Premium products

will drive more brand impressions for the team/client as well as more profitability for the dealer.

How are current technology trends impacting your company’s goals and strategy for the year ahead? It’s all about connectivity. We’re really making strides for the team dealer with our recent Fulfill Engine acquisition. Now, team dealers can generate new revenue with ondemand stores. We have completed

a partnership and integration with OrderMyGear to ensure broad access to the team dealer network. A dealer can now launch products and have confidence that they will be fulfilled in 5 days or less on their behalf. We expect to continue to innovate around technology and support all of the stakeholders in the value chain — this includes connecting sellers, decorators, brands and suppliers in a scalable way.

Why should young professionals join our industry?

It’s challenging, just like sports. You have to gameplan, be creative, function on a team, have passion and a no-quit attitude. But when you win, it’s incredibly fulfilling. There are so many opportunities to make an impact in this business and its niche enough to where anyone with drive can make a name for themselves and be very successful.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

It’s a community that’s engaged. There is a general willingness to collaborate, grow and think about better ways to do things. The networking opportunities are many and the people in the room are decision-makers.

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ZOBRIST

USING “SUPER-UTILITY” SUCCESS IN BIG LEAGUE BASEBALL TO HELP OTHERS OFF THE FIELD

BY BRUCE MILES

Ben Zobrist is still a “super-utility” player, both at home and on the road.

Instead of doing everything on a baseball field, Zobrist now is guiding his kids into young adulthood, helping out with a high school baseball team, running a nonprofit organization and making speeches about sports and mental health, subjects that are near and dear to his heart.

The former major league baseball player, a two-time world champion and World Series MVP with the Chicago Cubs in 2016, will be the closing keynote speaker at the NSGA 2025 Leadership Conference, May 18–20 at PGA National Resort in Palm Beach Gardens, Florida.

“They reached out to us as they heard about me speaking about mental health,” Zobrist said of coming to NSGA. “I’ve had my own mental health journey through depression and anxiety at times, and I started speaking about that.

“When I started speaking a few years ago, that was the first thing I talked about because I think it’s important for people who are pursuing great, challenging achievements, they need to recognize that there’s a part of you that is human and needs rest and needs to know when to back it down and let yourself kind of heal from the stress and the pressure. I know what that feels like personally.”

After his baseball career ended in 2019 following 14 big league seasons, Zobrist started his next chapter, eventually founding Champion Forward, a nonprofit organization that “helps teenage athletes and coaches process the feelings, normalize the failures and manage the fame that comes with the sports experience,” according to the organization’s website, championforward.org.

“We know that it’s a big need,” Zobrist said. “It’s something that we’ve been talking to a lot of parents and athletes about — and coaches. There’s been a lot of really good coaches who have been leaving the youth sports world because it’s getting so challenging with the way people are almost needing to make it to the next level.

“I think that’s the challenge that kids have. Not only do they have this added social media pressure that oftentimes they feel because they’re watching highlights of everybody else all the time, but the competition has just gotten tougher and tougher at younger ages. There’s specialized training younger and younger. I just think the athletes now in high school and college are far surpassing what they used to be. If you want to be good, it just makes it that much more of a sacrifice you have to make in order to keep up with everybody else who is training out there.”

Former World Series MVP Ben Zobrist has become a champion on the importance of mental health.

Ben Zobrist signs autographs for fans at Wrigley Field when he played for the Chicago Cubs. Photo by Bruce Miles

The light bulb went off in Zobrist’s head for such an endeavor shortly after he retired from baseball.

“I got involved in a men’s group,” he said. “We started practicing some of these things. I’m like, ‘Why is this not in the sports world?’ This is something that should be a regular occurrence in the sports world. To a certain degree, that’s why I started Champion Forward. I felt like I experienced everything that there was to offer from high school to college to professional sports. You realize, ‘Wow, the business world is catching on to this. C-suite leaders are catching on to this, but I don’t know if it’s quite cracked clubhouses yet.’

“That’s kind of my dream, that high school and college athletes, before they even get to baseball, would learn some of the key leadership principles and the key leadership skills of emotional intelligence that all great leaders really have, whether they realize it or not. They have these things.

“Emotional intelligence is something you can teach. You can’t teach IQ, but you can teach EQ. That’s why we’re training and trying to teach, not just the athletes. If an athlete’s doing this with someone who is helping them with this, that’s great and all. But you need a healthy adult around you who is also doing it, who is also practicing it.”

A VERSATILE BASEBALL CAREER

On the baseball field, Zobrist was a pioneer of sorts – the “super-utility” player. During his career with the Tampa Bay Rays, Oakland Athletics, Kansas City Royals and Chicago Cubs, Zobrist played second base, right field, left field, shortstop, third base, center field and first base. He even made a pitching appearance for the Cubs in 2019.

While many utility players may start a game or two a week, Zobrist could find himself on the field every day, at a different spot on the diamond each day. He wound up with 5,880 big league at-bats,

putting up a “slash” line of .266/.357/.426 (batting average/on-base percentage/ slugging percentage) with 1,566 hits, 167 home runs and 768 RBI.

“I think what I would be most proud of is the super-utility role,” he said. “I feel that it wasn’t really that much of a thing when they asked me to do it. I was like, ‘Whatever you guys think.’ I’m proud of it, but I’m also the person who didn’t come up with it. I was just the person who was asked to do it, and I said yes. Those early days in Tampa Bay and becoming a winning baseball player, I’m pretty proud of that super utility monicker that was slapped on me.”

The super-utility role was the brainchild of Tampa Bay general manager Andrew Friedman and manager Joe Maddon, for whom Zobrist played for while with the Rays and Cubs. Most important, Zobrist accepted the role enthusiastically, without chafing.

“I don’t remember doing that,” he said. “And the reason why I don’t remember doing that is because I felt like I was kind of in a desperate place as a player. I was a yo-yo (up and down between the major leagues and minor leagues) the year before. I got injured. I didn’t play well. Joe called me before spring training and said, ‘Hey, I want you to bring three different types of gloves.’ I’m like, ‘Whatever gives me the best opportunity to get at-bats, because I need to be in the major leagues getting at-bats in order to get better.’”

Playing for Maddon, Zobrist went to the 2008 World Series with the Rays, who lost to the Phillies. He won the 2015 World Series with the Royals and followed it with the Cubs in 2016, earning Series MVP honors after his game-breaking double in the 10th inning of Game 7 at Cleveland. Maddon was known for his unorthodox manner and doing such things as turning the outfield into a petting zoo before games and having dress-up themes for road trips, all designed to keep his teams loose.

“Oh man, I’ve had a lot of experiences with him,” Zobrist said with a chuckle. “I think the biggest thing that I take is Joe had the ability to believe in me when I didn’t necessarily believe in myself. Joe is a unique, outside-the-box thinker, and I think that super-utility thing is one that he helped make decisions for, as well. I wouldn’t have chosen that role for myself.

“On my first road trip, I was out in Oakland, and I was taking groundballs before the game. I was struggling after a tough homestand. I think I got my first hit in my 14th at-bat or something. I was used to hitting .300 in the minor leagues. I come up and I’m like .180 the first two or three weeks, and I’m thinking, ‘Uh, oh, this is trouble.’

“I’ll never forget. He stopped me during batting practice, and he goes, ‘Zo, I just want you to relax. You just need to believe me when I say this. You are going to play in this league for 10 or more years.’ I was like, ‘Dude, I don’t even know if I can survive the week.’ I didn’t know if I could get another hit this week. It was that much of a challenge. But he saw it in me, and they gave me enough opportunities to be able to make the adjustments and get the job done.”

Continued on page 30

Ben Zobrist’s uniform number 12 was retired by his high school in his hometown of Eureka, Illinois. Photo by Bruce Miles

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Continued from page 29

A DOUBLE-EDGED SWORD

One of the enduring images of Ben Zobrist is of him jumping up at second base after his clutch double in Game 7 of the World Series. The small-town kid and son of a preacher from Eureka, Illinois, freely admits he wasn’t mentally ready for the fame and attention that went with that moment.

“I think that’s one of the things that because I didn’t know to deal with that kind of fame that came at me at the time, that’s part of what led me into depression, which is crazy to think,” he said. “How could that lead you into depression? Well, it’s not what everybody else sees is happening to you. It’s also what you’re experiencing. I wasn’t prepared for that level of attention. You know me. I keep to myself for the most part. I just try to do my job and do it well. I’ll answer questions when people are asking, but I’m not seeking it. That was a moment I couldn’t escape. I was thrust into that role in that moment. The word I can use to describe it is surreal.

“I still look back and go, ‘Wow, was I the best guy to get that (Series MVP) award?’ I don’t know, but perhaps that’s why God gave it to me, because he knew what I didn’t. I needed to experience that to depend on him even more. Instead of becoming full of myself, I was like, ‘Uh oh, I can’t deal with this.’ It was probably good for me in the long run, but at the time, it was pretty shocking and surreal.”

Zobrist is on to a new life’s journey, and the NSGA 2025 Leadership Conference will be one upcoming stop along the way. He said he knows NSGA members and their clients face many of the same challenges as those in sports arenas. In other words, many of them are super-utility people, as well.

“NSGA is a sports group, and they serve sports businesses,” he said. “A lot of their members’ customers are high school athletes, college athletes. The business

Cardinals’ Fan Becomes Cubs Legend

Eureka, Illinois, is a tad closer to Chicago than St. Louis, but there is a split between Cubs fans and Cardinals fans in this quintessential midwestern town.

So what was it like for Eureka’s favorite son, Ben Zobrist, to win the 2016 World Series and MVP honors as a Cub?

world is not that much different than the competitive athletic arena, especially when you have to do sales, especially if you’re a small business.

“I know that NSGA members serve a lot of sporting (customers) who are former athletes, and they experience their own challenges in the business world, trying to keep up with everybody else in a competitive market and what’s going on online. They have had sports keynote speakers in the past, and I think they want to let me address some of my own experiences around mental health performance and trying to be balanced throughout that experience, and I look forward to getting a chance to share it.”

BRUCE MILES

Bruce Miles covered the Chicago Cubs for the Daily Herald in suburban Chicago from 1998-2019. He lists Ben Zobrist’s approach to the game as among the most professional he has encountered. This is his eighth piece for NSGA NOW.

“I still am surprised that I found myself there,” he said. “When I go out and speak, that’s one of the things that I share: It was not the plan. I grew up a St. Louis Cardinals fan, for gosh sakes. I definitely didn’t see that happening to myself and certainly not even on a team full of stars. I was happy just doing my role and didn’t see myself being in that spot.”

But Zobrist has learned to embrace it, as Cubs fans long ago embraced him.

“Now, gosh, the opportunity I have to go and make them smile or take a picture with them or people who are longtime Cub fans and to hear about the stories of where they were when that took place, I’ll never, over the course of my life, get used to that,” he said. “It’s a special experience every time.

“Fans have been so kind, and they make me part of their family in that moment because they’re telling me a story about their family experiencing that together, and they’re like, ‘You were there’ kind of a thing. It’s pretty awesome to be involved in so many people’s Cubs highlight.”

Bruce Miles

The “Zorilla Crunch” cereal exemplified Ben Zobrist’s popularity after he helped the Chicago Cubs win the 2016 World Series.

Photo by Bruce Miles

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Shopify

started more than a decade ago as a store to sell snowboards online and has grown from 5 people in a coffee shop to more than 10,000 across the world powering millions of businesses of all sizes selling on-line, in retail stores or on-the-go.

What recent innovation or development are you excited to share with the industry?

As the retail industry continues to evolve, an omnichannel strategy is no longer enough — retailers must instead embrace unified commerce. New research from EY explores how brands are creating a competitive edge by moving to a unified commerce strategy enabled by technologies like Shopify POS. EY found that Shopify is uniquely positioned to help retailers achieve unified commerce out-of-the-box. We’re excited to share the ways retailers can future-proof their businesses & embrace unified commerce.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Consumers today expect a seamless shopping experience. Things like buy online, pick up in store, went from differentiated services to being table stakes. The expectations retailers have to live up to have never been higher. We know that scaling a shopping experience is hard when digital and physical channels are managed in different systems. The best way to avoid this is to see all your channels as one — just like your customers do. Shopify is unified by design, giving you ecommerce and POS on the same platform:

• No integrations to pay for or maintain

• Customer, order and product data flow between channels from a central source of truth

• Teams can manage both channels from one back office with unified workflows

Unified commerce isn’t just a trend; it’s the foundation of successful, future-proof retail.

How can Shopify be beneficial for the retailer/dealer network?

Let’s dig in!

Flexible shopping options

Sports and recreation buyers often have a long consideration phase, crossing online and in-person channels in search of product education or reviews and the desire to experience a product before buying. Shopify supports every part of this journey, allowing retailers to empower their buyers to purchase their way:

• Email carts

• Ship to customer

• Buy online pick up in store (BOPIS)

• Seamless returns across channels and locations

• Shop Pay Installments (BNPL)

Inventory/order management and analytics

Shopify’s unified inventory and order data gives retailers the real-time insight to make informed decisions:

• Unified inventory management.

• Analytics and demand forecasting. Customer segmentation

Whether hosting run clubs or fitness classes, sports and recreation retailers often use their stores to create community.

Shopify offers powerful, locationbased segmentation tooling for retailers to target customers with special offers, invites, or marketing:

• Location-based segments: target customers within a certain radius of a retail location or customers who have previously purchased at a certain location

• Marking automations: create marketing programs that re-engage local customers with relevant messaging for each location

What are your goals as a first-time attendee of the NSGA Leadership Conference?

Shopify aims to build meaningful connections and gain insights from the sporting goods community. We are eager to share our expertise in retail technology and offer solutions to common retail operational challenges.

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GOLD SUPPORTER

Starter began in 1971 and it grew into one of the iconic brands in the world under the leadership of Sporting Goods Industry Hall of Famer David Beckerman. Starter was one of the original brands to recognize that “Sport is more than the game; it’s a state of mind, a shared spirit and a lifelong bond.” It transformed sports culture into fan culture and pop culture. Now a new group is leading the Starter comeback with team uniforms for a new generation of athletes and fans of the brand.

What recent innovation or development are you excited to share with the industry?

We are thrilled to share some exciting advancements transforming the custom uniform industry. Our uniform builder sets a new standard, giving teams and organizations an intuitive, seamless way to design their uniforms with real-time customization and instant visuals. Additionally, our portal streamlines the ordering process, providing dealers with a centralized platform to manage designs, track orders and ensure a smooth, efficient experience from start to finish. These

innovations reinforce our commitment to delivering high-quality, customized solutions with unparalleled convenience.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

At Starter, technology enhances customization, streamlines production and improves efficiency. Innovations in materials and manufacturing allow us to deliver high-quality, sustainable team gear faster. Digital tools make ordering easier, ensuring customers get the perfect product and design easily.

Why should young professionals join our industry?

Young professionals who love sports should join the sporting goods industry to turn their passion into a career. It keeps you connected to the energy, competition and innovation of sports while shaping products that enhance performance and active lifestyles.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

The NSGA Leadership Conference is a premier platform for building industry partnerships through structured networking, insightful education and industry recognition. The speed networking sessions foster direct connections, while expert-led discussions provide strategic insights. The event also honors industry excellence, reinforcing collaboration and innovation.

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A COMMAND PERFORMANCE:

WHY LEADERSHIP, STRATEGIC PLANNING AND WORKING ON THE BUSINESS MATTERS MORE THAN EVER IN SPORTING

BY MARY C. KELLY PHD, CSP, CDR, US NAVY (RET)

Let’s face it. The sporting goods world is intense. Whether you’re selling gear for the local Little League teams or jerseys the competition is fierce. Big box stores, online giants and shifting consumer expectations mean that independent sporting goods business owners are facing pressure from every direction.

In this environment, if you’re trying to compete only on price, you’re playing a losing game.

Instead, what sets successful businesses apart, what allows them not just to survive but to thrive is strong leadership, intentional strategic planning,

and the ability to consistently work on the business, not just in it.

This isn’t some theoretical MBA lingo. It’s how winning teams (and yes, your business is a team) gain the competitive edge. And in the sporting goods world, edge matters.

LEADERSHIP IS A MINDSET

Many small business owners wear every hat: owner, buyer, salesperson, operations manager, HR director, social media manager, janitor. I get it. You do what has to be done.

But when you’re deep in the daily grind, it’s easy to lose sight of the big picture and that’s where leadership has to come in.

Leadership isn’t just about motivating your staff or leading morning huddles. It’s about being the person who sets the vision, identifies the trends, sees the future opportunities and guides the business accordingly.

GOODS

It’s about modeling the kind of service, consistency and innovation you want to see from your team.

In a world where customers expect instant answers, tailored experiences and community engagement, your leadership has to extend beyond your storefront. It shows up in how you treat your people, how you engage with your customers and how you show up in your community. That’s leadership. It’s not fluffy. It’s strategic.

STOP JUST WORKING IN THE BUSINESS — START WORKING ON IT

Here’s the trap: you’re busy. The shelves need restocking. A shipment is late. A staff member is out. A customer has a complaint. The credit card machine hiccupped again.

You react. You put out fires. You hustle. You grind. You keep things afloat.

But none of that is actually growing the business.

To compete today, especially in the sporting goods world where margins are tight and Amazon is always lurking, you have to elevate yourself from firefighter to architect. That means stepping out of the day-to-day chaos — just for a little while — to look at the big picture.

Ask yourself:

• Are we building the kind of business that can scale?

• Are we creating loyal customers or just transactional ones?

• Are we growing our market share, or just surviving?

Mary Kelly

When you work on the business, you start to see the patterns. You find the opportunities. You create a roadmap to thrive, not just survive.

STRATEGIC PLANNING IS THE PLAYBOOK

You wouldn’t coach a team without a playbook. You’d never send athletes out on the field without a game plan. So why are so many business owners running their companies without one?

Strategic planning doesn’t mean writing a 30-page business plan that sits on a shelf collecting dust. It means answering key questions on a regular basis:

• Who do we serve now and who will we serve in the future?

• What do our customers really want today (and tomorrow)?

• How are we different from our competitors?

• What are the 3 things we must do this year to grow?

Most importantly, it means carving out time every quarter (yes, every 90 days) to look at your business with a clear, objective eye. What’s working? What’s not working? What needs to change?

If you’re not sure how to start, make it simple. Break your planning down into three areas:

People – Do we have the right team? Are we training them well? Are they representing our brand with energy and professionalism?

Processes – Are our systems helping or hurting us? Is our inventory management tight? Are we using your technology efficiently?

Profit – Where are we really making money? What is costing us money without a good return?

Strategic planning isn’t about complexity. It’s about clarity. And clarity breeds confidence.

COMPETE ON VALUE, NOT PRICE

Someone will always be cheaper. That’s not your battleground. Your competitive advantage is you. Your team. Your knowledge. Your service. Your brand. Your relationships.

The best businesses in the sporting goods world don’t try to win the race to the bottom — they rise to the top by being trusted advisors. They build loyalty, offer personalized experiences, participate in local events, and create a space where customers feel seen and understood.

That’s leadership in action. That’s the result of strategic planning. That’s what happens when you work on the business with intention.

Running a small business in the sporting goods industry is not for the faint of heart. You’re not just selling products

— you’re selling experiences, memories and performance.

If you want to grow in this environment, you can’t afford to wing it. You need a plan. You need leadership. And you need time on the calendar every month to step back and steer the ship.

Because your business deserves more than just “making it through the week.” It deserves to win.

We are going to dive deeper into leadership strategy and tactics at the NSGA 2025 Leadership Conference. See you there!

MARY C. KELLY

Mary C. Kelly, PhD, CSP, CDR, US Navy (ret) is an economist, leadership advisor, and Hall of Fame Speaker. She helps businesses improve productivity and profit growth through better leadership, strategic thinking, and common sense. She is found at Mary@ProductiveLeaders.com.

Mary Kelly is a retired commander in the US Navy.

Monday morning keynote speaker

Mary Kelly is a member of the Speaker’s Hall of Fame.

GOLD SUPPORTER

Cap America

celebrates its 40th anniversary this year because it strives to make your purchase of headwear a confident and easy experience. Each order receives top-quality attention to detail and service from our knowledgeable, experienced customer service team and graphic design department. You know you have a partner who is willing to go the extra mile to earn and keep your business. This is all part of our growth since 1985 into a successful business that has its roots in the small town and people of Fredericktown, Missouri.

What recent innovation or development are you excited to share with the industry?

Cap America continues to push the boundaries of headwear innovation and we’re particularly excited about our advancements in performance-driven styles in stock and custom on-field options. Our latest developments include a premium water-resistant fabric and a full custom on-field headwear program delivered at industry leading speed.

Additionally, we continue to expand our customization capabilities allowing retailers and teams to offer unique, high-quality branding options.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Technology is at the core of our strategy for 2025 as we anticipate the launch of our new ERP system in Q2. This implementation will allow Cap America employees to better service our growing customer base and provide necessary upgrades to our website and order-processing capabilities. We also continue to invest in CADecorator.com, our state-of-theart 3D virtual design tool, making it easier for customers to visualize and order custom headwear.

Why should young professionals join our industry?

The sporting goods industry is an exciting, fast-paced space that combines innovation, passion and community. It offers young professionals the opportunity to work with cutting-edge products, engage with sports culture and contribute to an industry that brings people and teams together. Whether it’s in

design, marketing, sales, or product development, there’s plenty of opportunity for creativity and career growth. This industry continues to evolve and with new brands and ideas, making it a great time to be a part of shaping the future of sports and activewear.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

The NSGA Leadership Conference is a premier gathering of industry leaders and provides a valuable platform for networking, collaboration and sharing insights. What sets it apart is the opportunity to connect with key decision-makers in an environment focused on industry growth and innovation.

The conference always fosters meaningful conversations that lead to long-term partnerships, helping businesses stay ahead of trends and challenges. For Cap America, it’s a chance to engage with likeminded professionals and explore new opportunities that contribute to the future of sporting goods.

NSGA ANNUAL SPORTS PARTICIPATION STUDY SHOWS

ENCOURAGING YOUTH TEAM SPORTS GROWTH INSIGHTS NOW

Encouraging growth in youth team sports participation is one of the highlights of the 2025 edition of the National Sporting Goods Association’s (NSGA) Sports Participation in the U.S. report.

The industry’s longest-standing and most comprehensive participation study saw increases in nearly all youth team sports (ages 7–17) tracked by NSGA in 2024 compared to their three-year averages. The leader is flag football with an increase of 21 percent, followed by basketball and tackle football at 12 percent.

“It is exciting to see more and more kids taking advantage of the mental and physical benefits of participating in a team sport,” said Nick Rigitano, NSGA Director of Insights and Analysis. “These increases in youth team sports are also encouraging for retailers, team dealers and manufacturers because this segment is the foundation for lifelong sports participation.”

Some other key takeaways from NSGA’s 2025 participation report:

• Most sports/activities tracked (35 of 56) experienced increases in participation for 2024 compared to the previous year (2023).

• Pickleball’s boom continued as it increased 56% to 15.4 million participants. It is the third consecutive year the sport has seen an increase of more than 50% year-over-year.

• Most sports segments tracked experienced increases in participation points compared to the previous year (2023). Participation points are used to characterize segment increases/decreases because they include both the reach (the number of people participating in the segment) and depth (the number of sports/activities those people are playing) of participation.

• The individual sports segment saw the biggest increase (+7.4%) in participation points, led by pickleball, bowling, golf and swimming.

• Indoor sports were up 6.9%, with table tennis, dart throwing, and billiards/ pool all experiencing increases of 5% or more year-over-year.

• Personal Contact sports were up 6.5%, led by boxing.

• Open Water sports were up 5.2%, driven by boating (motor/power), kayaking and surfing. Snow sports were also up 5%.

• Outdoor (+1.3%) and Shooting (+1.2%) segments were up slightly, driven by hiking and target shooting (live ammunition), respectively.

• Wheel sports (-2.5%) and Fitness (-2.8%) were both down slightly driven by slight declines in bicycle riding and exercise walking, respectively.

The 2025 edition of the Sports Participation in the U.S. report is available on the research page of NSGA’s website. The report tracks 56 sports and recreational activities and features easy-to-understand, quick-view snapshots for each, which allows users to easily see a 10-year participation trend (when available), as well as demographic details regarding age, income and U.S. region. NSGA’s participation research also includes Cross Participation, Lifecycle Demographics and Single-Sport reports.

GOLD SUPPORTER

DonJoy: A Legacy of Excellence in OA and Ligament Bracing

For over 40 years, DonJoy has been at the forefront of orthopedic bracing, providing innovative solutions for osteoarthritis (OA) and ligament injuries. Our commitment to excellence has made us a trusted name among top athletes, medical professionals, and consumers alike. Our dedication to innovation and quality has earned us partnerships with prestigious organizations such as the Joe Moore Award, Professional Football Athletic Trainers Society (PFATS), US Ski Team and Justin Sports Medicine.

What recent innovation or development are you excited to share with the industry?

As consumers and patients look to maintain active lifestyles, DonJoy is excited to bring the same medical quality and know-how to consumers of sporting goods, such as using innovative materials that are odor fighting and environmentally sustainable to give an enjoyable experience or key features to provide performance when needed.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Consumers are looking to educate themselves on how to protect themselves or manage early pain. At the same time, there is more information online than ever before, and it’s

important to use a brace that fits well and is designed for the indication. We are working to provide consumer-educating resources online and at Point of Sale to help them understand a given product and which products may be ideal for their goal.

Why should young professionals join our industry?

Our industry provides a great way to combine the passions that many of us enjoyed in our youth (such as sports and exercise) with the professional skills that we develop passions for as we start our careers. Whether it’s marketing, engineering, sales, IT, or any other professional calling, there are many applications for it applied to football, soccer, hiking, and the channels to get products to consumers.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

To have such a gathering of thought leaders from all portions of the value chain from manufacturing to distribution to sales in one place is a truly unique opportunity. We often see that innovation in one portion of our industry can have profound implications or novel applications in others, and the Leadership Conference is a fantastic incubator for the partnerships that lead to capturing that value.

WHO ARE WE?

From a simple garage idea to revolutionary orthopedic products, DonJoy Performance is trusted by collegiate and professional athletes across the U.S. Now, we bring our leading sports medicine technologies directly to you.

WHAT DO WE OFFER?

• Premium quality products, engineered with medical insights and industry-leading experience

• A comprehensive range of 39 products for knees, ankles, wrists, backs, calves, thighs, and elbows

• Expertly curated for athletes and fitness enthusiasts

Interested in partnering with us? Contact your local DonJoy Performance Representative or email us @ donjoyperformancedirect@enovis.com

SILVER SUPPORTER

For more than two decades, EG-PRO has operated as a factory direct manufacturer of blank athletic apparel engineered and designed for screen printing, embroidery and sublimation decoration processes. EG-PRO imports blank apparel for some of the industry giants and has carried its reputation firmly on its shoulders. Being 100% vertical lets EG-PRO develop and introduce new fabrics on a consistent basis. EG-PRO removes the middleman to pass cost savings to its customers with the assurance it controls all aspects from design through production, importing, warehouse shipping and management. EG-PRO believes you will fall in love with its products, quality, service and revolutionary prices.

What recent innovation or development are you excited to share with the industry?

At EG-Pro Performance Gear, we’re excited to share the continued growth and expansion of our private-label offerings and our commitment to promoting custom gear solutions for our clients. We’ve developed a comprehensive range of products that cater to diverse athletic needs, all customizable to reflect unique team identities, corporate branding or personal preferences. This ability to tailor products, from performance gear to accessories, has helped us stay ahead of trends and deliver high-quality, high-performance products to our customers. We are particularly proud of our seamless integration of new design technologies and improved fabric materials that enhance durability and comfort while maintaining a stylish edge.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

At EG-Pro Performance Gear, we’re leveraging technology to improve

product quality and streamline our operations. This year, we’re focusing on enhancing our production processes with data analytics to optimize inventory management and reduce lead times. We’re also integrating advanced technologies to better forecast market trends and consumer demands, allowing us to stay agile and deliver high-performance gear quickly and efficiently. These advancements are key to achieving our goals of innovation and customer satisfaction.

Why should young professionals join our industry?

The sporting goods and performance gear industry offers young professionals a unique opportunity to make a tangible impact. With an ever-growing demand for customized gear, innovative solutions and a strong focus on performance, there’s an exciting space to be in. Young professionals can bring fresh ideas and creativity to a sector that blends design, technology and sports. Whether it’s through product development, customer relations, or digital innovation, there’s room for career growth

and skill development. Plus, joining this industry allows you to engage with a passionate, motivated community that thrives on competition, innovation and teamwork.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

NSGA and its Leadership Conference provide an unparalleled opportunity to connect with industry leaders, share insights and foster collaboration across the sporting goods landscape. For EG-Pro Performance Gear, participating in these events allows us to stay ahead of industry trends, understand the evolving needs of retailers and consumers and build lasting partnerships. The atmosphere of innovation and open dialogue at NSGA makes it an ideal environment to discuss future challenges, explore cutting-edge solutions and form strategic alliances that will drive mutual success. We highly value the community aspect of these events, where building relationships is just as important as learning from thought leaders.

NEWS NOW

NOCSAE NAMES PARSONS NEW EXECUTIVE DIRECTOR

The National Operating Committee on Standards for Athletic Equipment (NOCSAE) has appointed John Parsons, PhD, ATC, as its next executive director, effective April 1. Parsons succeeds retiring Executive Director Mike Oliver, who will continue to serve as NOCSAE’s general counsel and act as executive director through the end of the year. Parsons’ selection follows a national search and he was unanimously approved by NOCSAE’s board of directors. He will oversee NOCSAE’s work as a leading force in efforts to reduce sports injuries through scientific research and athletic equipment standards.

“John brings immeasurable expertise and experience to the role of executive director and the NOCSAE board is delighted to have him lead the organization forward,” said Ken Stephens, NOCSAE board president.

Parsons, an athletic trainer, comes to NOCSAE from the NCAA Sport Science Institute, where he served as managing director since 2014. At the NCAA, he oversaw SSI operations, advised the NCAA membership on student-athlete health and safety policy and served as the primary staff liaison to the NCAA Committee on Competitive Safeguards and Medical Aspects of Sports. Prior to that, Parsons spent 17 years as a professor, researcher and administrator in sports medicine and athletic training at A.T. Still University in Arizona.

He has served in national leadership roles with the National Athletic Trainers’ Association, the Commission on Accreditation of Athletic Training Education and the profession’s Board of Certification. He has also served as a peer reviewer and editorial board member for several scientific journals. Parsons holds a PhD in organizational communication from Arizona State University, a degree he pursued to support his passion for advancing sports medicine policy, an M.S. in Exercise and Sport Science from the University of Arizona, and an M.S. in Medical Informatics from A.T. Still University.

“I’m honored to have the opportunity to lead NOCSAE and support the distinguished experts represented on our board of directors and standards committee,” said Parsons. “For more than 50 years, NOCSAE has and continues to provide critical leadership in sport safety. I’m both humbled and incredibly excited by this opportunity to contribute to NOCSAE’s established legacy of excellence. I see tremendous opportunities ahead to build on our success, deepen our relationships with stakeholders and enhance athletic protection across sports.”

Since Oliver began his tenure as executive director of NOCSAE in 1995, he has worked to advance and expand the organization’s groundbreaking work in athletic equipment performance standards across dozens of sports. He also helped to establish and drive NOCSAE’s industry-leading research program which has funded nearly $12 million in studies to better understand athlete safety and injury dynamics in a wide range of sports. This included efforts to prioritize funding for pioneering research in sports concussions and commotio cordis beginning in the mid-1990s when there was limited understanding of these injuries.

Building on this research, Oliver played a pivotal role in the development of the world’s first performance standard to

protect against commotio cordis for lacrosse and baseball players. He advocated for the board of directors to establish third-party certification for all NOCSAE standards, ensuring the highest level of integrity and rigor in compliance across the standards industry.

NFHS BEGINS DEVELOPMENT OF HIGH SCHOOL FLAG FOOTBALL RULES

The National Federation of State High School Associations (NFHS) Flag Football Rules Committee met in January in Indianapolis to develop the first national rules for high school flag football. The 2025–26 NFHS Flag Football Rules Book will be available in print and digital form in early May 2025 and will provide rules guidance for the nation’s fastest-growing emerging high school sport.

The 11-member committee, which was chaired by Tyler Cerimeli, director of athletics and officials with the Arizona Interscholastic Association, and directed by Bob Colgate, NFHS director of sports and sports medicine and editor of the NFHS Flag Football Rules Book, faced a daunting task of formulating a new rules publication from scratch.

“The committee reviewed various other rules codes in place for flag football, including rules currently used in several state associations,” Colgate said. “After much discussion, while the committee decided to use some parts of other rules codes to develop the first NFHS Flag Football Rules Book, the group wanted to develop rules that best fit our game at the high school level.”

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SILVER SUPPORTER

G-Form

is an innovative protection company that designs and manufactures protective gear that utilizes its SmartFlex proprietary technology, combined with other advanced materials, to provide the leading fit, flexible and lightweight solutions. G-Form listens closely to the needs of athletes, physically and spiritually, to ensure no stone is left unturned in developing the best protective gear on the planet. We’re here to give you the confidence you need to focus, push limits and achieve your personal best.

What recent innovation or development are you excited to share with the industry?

Beginning this year, G-Form is now an Official Protective Equipment Supplier of Major League Baseball. This partnership allows us to collaborate more closely with MLB, teams and players to showcase how our cutting-edge protective gear is trusted by the best in the game while being designed for athletes at every level.

As part of this co-exclusive designation, G-Form will continue to supply protective equipment for MLB players and now have licensing co-exclusivity in key protective categories, including elbow guards, leg guards, hand and wrist guards, protective sliding shorts, protective catcher’s pants, protective batting tank tops and shirts, protective arm sleeves and protective knee sleeves.

Also, G-Form Custom will allow MLB players and athletes of all ages and levels to personalize their protective gear with unmatched design flexibility on g-form.com, offering the same trusted MLB-approved products now available for full customization. The partnership also unlocks

opportunities for G-Form to participate in MLB events to showcase its innovative products with MLB players, coaches, and staff, as well as fans.

Starting in late March, G-Form rolled out a new marketing campaign, “Big League Impact,” which will feature many prominent MLB players and G-Form ambassadors. This includes Kansas City Royals star shortstop Bobby Witt Jr. (2024 All-Star, Silver Slugger, MLB Batting Champion and Heart & Hustle Award Winner). The campaign is designed to empower players to bring their best, unleash their potential and play with the swagger of a champion, equipped with elite protective gear trusted at the highest level.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

At G-Form, we’re not just following trends — we’re setting them. More athletes across multiple sports are adopting our technology, which stands out for its superior impact absorption, true body mapping and ability to enhance performance and confidence. By continually integrating feedback from athletes, coaches and trainers, we refine our designs

to meet the evolving demands of competition, training and practice. Why should young professionals join our industry?

Young professionals have the chance to make a real impact — helping athletes achieve more, play safer and enjoy their sports at a higher level. Even in games of inches and split seconds, the right innovations can make a difference, shaping the future of sports for players, coaches and fans alike.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

Beyond top-tier programming and resources, the NSGA Leadership Conference provides an invaluable opportunity to connect with industry leaders, build lasting relationships and collaborate with organizations all striving toward the same goal — elevating sports and benefiting everyone involved.

SILVER SUPPORTER

Trigon

Sports wants to serve its loyal customers by helping them “Make Winning Possible™” with high-quality sports equipment. The family owned and operated business has a goal of making the sporting goods industry better through its 60-plus years of combined experience. And Trigon’s reputation of providing quality sports equipment for high school, collegiate and professional programs is exceeded only by its reputation for great customer service. With its trademarked brand of sports equipment with ProCage™ and Practice Partner™, Trigon has expanded its product line from baseball and softball to football, lacrosse, soccer and more. The business model is simple: Focus on the customer, provide them with high-quality sports equipment and perhaps most important, love what we do. At TSI we love what we do and it shows from the moment you call us.

What recent innovation or development are you excited to share with the industry?

With our recent acquisition of Practice Partner, we will continue to expand this line with some great new products for baseball, soccer and

lacrosse. New soccer and hockey goals, rebounders and baseball training aids are on deck in the coming months and should be a great addition to this ever-expanding product line for our network of team dealers and retailers.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Innovation and technology will continue to shape our strategies for meeting the challenges we face every day. AI integration, continued automation of warehouse functions and increasing use of online digital platforms for marketing will be at the forefront

for us as we strive to continue to improve delivery and pricing and exceed customer expectations. Why should young professionals join our industry?

As the sporting goods industry continues to grow every year, young professionals are vital to our industry to continue to bring new and innovative products and ideas to the table, allowing companies to stay competitive and relevant. Also, the energy and passion they bring with them encourages and promotes a vibrant corporate culture.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

Supporting NSGA and attending the Leadership Conference has been invaluable as we continue to grow Trigon Sports. Being alongside our customers, vendors and even competitors gives us a great opportunity to interact and network with industry leaders, strengthen relationships and look for new opportunities while engaging in very topical seminars and presentations given by some of the top leaders in our industry. We are proud to support NSGA and this great event.

NEWS NOW

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Colgate said the committee agreed to use the current NFHS Football Rules Book as a starting point, taking out sections not pertaining to flag football and adding those elements specific to the growing sport of flag football.

Two of the key elements of the first NFHS Flag Football Rules Book are the number of players on a team and the size of the field. The first book will feature rules governing the 7-on-7 player game, and will provide options for size of the field, one of which will be a regulation 11-player high school football field.

“The committee feels strongly that 7-on-7 is the most appropriate starting point for high school flag football, while acknowledging the potential for 5-on-5 modifications to be considered in the future,” Cerimeli said. “Flag football is seeing tremendous and rapid growth across the country. The committee has created a rules book that we believe will foster that growth and is reflective of the specific needs of high school flag football.”

While the NFHS Flag Football Rules Book is being written for both boys and girls competition, the growth of the girls game the past several years drove the urgency for national playing rules.

UNIFORMS, EQUIPMENT IN HIGH SCHOOL FIELD HOCKEY RULE CHANGES

Two changes regarding player uniform and equipment were among the five revisions recommended by the National Federation of State High School Associations (NFHS) Field Hockey Rules Committee at its January 13–15 meeting in Indianapolis. All recommended changes were subsequently approved by the NFHS Board of Directors and take effect with the 2025 high school field hockey season. In Rule 1-6-5 regarding face protection, the rules committee approved the option for players to wear a wire-caged face mask during a penalty corner. The

new face protection language in Rule 1-6-5 reads as follows:

“A wire-caged face mask that is smooth and rounded may be worn for defending penalty corners. Players shall remove the wire-caged mask at the completion of the penalty corner. If no suitable opportunity to remove the mask arises, they may continue to wear it within the 25-yard area.”

If the wire-caged face mask is not removed beyond the 25-yard area, the result is a player misconduct penalty.

The other Rule 1 change concerns player uniforms. In an about-switch with the player uniform, the home team will now wear single, solid dark-colored uniform tops, and the visiting team will wear white uniform tops. Also, if an undershirt is worn, the home team shall match the color of the jersey or wear a dark color undershirt, and the visiting team shall wear white undershirts.

The committee noted that this change allows home teams to showcase their primary team colors when playing before the home crowds.

In other changes, a new penalty was approved in Rule 8-2-1 regarding protocol when a goalkeeper is suspended for a uniform jersey violation.

8-2-1PENALTY 2 will now state that “when a goalkeeper is suspended for a uniform jersey violation, the coach shall remove one field player for the suspension, and the goalkeeper may remain in the game. When a goalkeeper is suspended for any reason other than jersey violation or disqualification, the coach shall remove one field player for the suspension and the offending goalkeeper shall be replaced by another fully outfitted goalkeeper.”

HIGH SCHOOL SOCCER UNIFORM NUMBER

CLARIFIED IN 2025–26 RULES CHANGES

The National Federation of State High School Associations (NFHS) made a

clarification on uniform numbers in high school soccer rules changes for 2025–26 that were recommended by the NFHS Soccer Rules Committee and reviewed and approved by the NFHS Board of Directors.

Rule 4-1-2 was edited to clarify that the number required on the front of the uniform may be on the jersey and/or the shorts.

CHIPPLY WELCOMES

ELIZABETH RESS AS DIRECTOR OF MARKETING

Chipply, a leading webstore software provider for the team and promotional products industries, is excited to announce the appointment of Elizabeth Ress as Director of Marketing. With nearly 20 years of experience in marketing — including seven years in the B2B SaaS space — Ress brings a wealth of expertise in building and scaling marketing programs for high-growth startups. Throughout her career, Ress has led teams across lead generation, business development, product marketing, branding, and digital marketing. Her diverse industry experience spans higher education, performing arts, financial technology, influencer marketing, and government technology. She holds a bachelor’s degree from Boston University and is based in Chicago.

In her new role, Ress will lead Chipply’s newly developed marketing team, focusing on enhancing the customer experience, strengthening brand positioning, and driving sales growth through strategic marketing initiatives. Chipply is a member and supporter of NSGA.

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FLAG FOOTBALL RECOMMENDED AS NCAA WOMEN’S EMERGING SPORT

The NCAA Committee on Women’s Athletics made a recommendation that Divisions I, II and III sponsor legislation to add flag football to the NCAA Emerging Sports for Women program. With the committee’s vote, the recommendation will move through the NCAA governance structures. All three divisions will have an opportunity to sponsor legislation to move the sport forward. The divisions will review updated statistics, current sports sponsorship numbers, financial considerations, potential timelines and other relevant topics before making a final decision on whether to add flag football to the Emerging Sports program.

Once in the program, a sport must have a minimum of 40 schools sponsoring the sport at the varsity level and meet minimum contest and participation requirements (as reflected in the NCAA Sports Sponsorship and Participation Rates Database) to be considered for championship status. In January, the three divisions moved women’s wrestling from the program to the NCAA’s 91st championship, with the first championship slated for winter 2026.

“The growth of flag football will be exciting to watch in the NCAA as women’s sports continue to generate more visibility and opportunities for female student-athletes to excel academically and athletically,” said Ragean Hill, chair of the Committee on Women’s Athletics and executive associate athletics director at Charlotte. “The Committee on Women’s Athletics wants to thank RCX Sports Foundation and USA Football for submitting the application. CWA looks forward to flag football being added to the Emerging Sports for Women

program and watching the sport’s exciting journey to NCAA championship status in the future.”

Flag football has been one of the fastest-growing sports in the country. At least 65 NCAA schools are sponsoring women’s flag football at either the club or varsity levels this year, with more slated to join in 2026. Flag football also has been added as a sport for the Los Angeles 2028 Olympics.

Currently, there are five sports in the Emerging Sports for Women program: acrobatics and tumbling, equestrian (Divisions I and II), rugby, stunt and triathlon. The program is intended to help schools provide more athletics opportunities for women and more sport-sponsorship options for schools.

TANDEM SPORT NAMES GLOBAL PRODUCT AND MARKETING MANAGER

Volleyball equipment manufacturer Tandem Sport announced the appointment of Jeff Schuster as its new Global Product & Marketing Manager.

Schuster will concentrate on fostering global growth for Tandem, enhancing connections with customers and athletes and accelerating product innovation within the volleyball and sporting goods markets. Schuster has a proven track record of launching successful products and achieving impressive results with more than 25 years of experience managing product lines and marketing at well-known brands such as Louisville Slugger and All-Star Sporting Goods (Under Armour licensee).

Anne Brown, the owner of Tandem Sport, expressed enthusiasm about Schuster joining the team and highlighted his extensive experience in the sporting goods sector, which is expected to bolster the credibility and visibility of the Tandem brand.

Tandem Sport is a NSGA member.

RICHARDSON NAMES INDUSTRY VETERAN

KRAKOW AS SVP OF SALES

Richardson announced the addition of Jason Krakow as its new Senior Vice President of Sales.

Krakow brings more than 30 years of sales leadership experience in the headwear and sports apparel industries and will lead all sales efforts across the diverse markets and distribution channels Richardson serves. He will work closely with the company’s Sales Directors and management team to expand the business and uphold Richardson’s commitment to delivering quality in every stitch to its customers and brand fans.

“We are thrilled to welcome Jason to the Richardson family,” said Kelly Richardson, President and CEO of Richardson. “His extensive experience and proven leadership in headwear and apparel sales make him a perfect fit for our team as we continue to grow our business and deliver unmatched products and service to our customers.” Richardson is a member and supporter of NSGA.

MOMENTEC NAMES NEW CHIEF TECHNOLOGY OFFICER

Momentec Brands announced that Christine Rose has joined the company as Chief Technology Officer (CTO). In this key role, Rose will oversee all Momentec Brands’ technology initiatives, including digital customer-facing platforms, enterprise infrastructure, supply chain systems, and information security.

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ELEVATE YOUR BRAND WITH PREMIUM SPORTSWEAR

At RTI, we manufacture uniforms to help brands deliver top-tier Performance apparel to high schools and colleges nationwide. Our expertise is in Football, Baseball, Ice Hockey, Flag Football and 7v7 Uniforms

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With fast turnaround, seamless production and superior craftsmanship we empower your brand to meet the growing needs of teams and athletes across the country. YOUR BRAND.

Let’s Build Something Great-Partner with us Today!

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SILVER SUPPORTER

Baseball has been the heart and heritage of the Richardson brand since the Richardson family took ownership of the company 55 years ago. Richardson has created high-quality, performance-focused headwear and apparel for teams seeking unbeatable service, renowned craftsmanship and innovative products.

What recent innovation or development are you excited to share with the industry?

The past year has been a big one for Richardson, with expanded product lines, fresh model additions and technology enhancements.

We launched Richardson Performance, a collection featuring headwear and apparel built with our legendary commitment to quality, cutting-edge performance technology and timeless sport style. We also introduced several models to our On-Field collection, including the new 512 Surge Snapback, and a slew of team-focused colors in key models like the PTS30 Ignite R-Flex and 632 Laser Perf R-Flex Snapback.

We’re excited about our push into the softball category, with a full line of stock options. By Summer 2025, our custom softball line will be live, powered by the new Richardsonsports. com and its enhanced R-Customizer 3D product configurator. This launch aligns with key buying cycles, ensuring teams can get exactly what they need, exactly when they need it.

On the technology front, our upcoming brand portal will be a game-changer — offering dealers and partners seamless access to our brand assets, making it easier than ever to tell the Richardson story

to their customers. In addition, we’ve developed API feeds that will seamlessly deliver inventory, pricing and detailed product information.

Lastly, we’re doubling down on what has always set us apart: a commitment to real, human-first customer service. Although we’ll continue to evolve and innovate, we’ll always pick up the phone, provide personalized support and ensure that every customer gets the attention they deserve.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Technology is playing a major role in our fastest-growing category — custom uniforms and apparel. As demand for personalized, high-quality team gear continues to rise, we’re leveraging technology to make the process more scalable and efficient. From a brand-new e-commerce experience to a state-of-the-art 3D product customizer, we’re ensuring teams get exactly what they need with speed and precision.

We’ve also invested in new resources to ensure inventory and order fulfillment excellence, including a new, robust demand planning system and an expansion of our Houston, Texas distribution center.

Why should young professionals join our industry?

There’s never been a better time to build a career in sporting goods. Every manufacturer and dealer in our industry faces the same challenge — finding and keeping great talent. That means opportunities are everywhere.

Sporting goods is a unique space where sports, technology and relationships intersect. Whether it’s product creation, sales or marketing, this industry offers a dynamic environment where professionals can blend their passion for sports with cutting-edge innovation and meaningful partnerships.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

NSGA and its Leadership Conference are more than just networking events — they’re platforms for real conversations about shared opportunities and challenges. These gatherings bring together manufacturers, dealers and key industry voices to strengthen connections and collaborate on the future of sporting goods. Whether it’s tackling supply chain issues, exploring new technologies, or simply exchanging ideas, these platforms help drive the industry forward.

Championship teams aren’t made in the spotlight—they’re built in the grind. Every rep, every drill, and every play sharpens their edge.

From the first practice to the final out, Richardson delivers premium headwear, uniforms, and apparel designed for the demands of the game. GEAR UP

NEWS NOW

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“We are thrilled to welcome a technology leader of Christine’s caliber to Momentec Brands,” said John Anton, CEO of Momentec Brands. “Her deep expertise in digital transformation, enterprise systems, and customer-first technology solutions will play a crucial role in enhancing our agility, efficiency, and overall customer experience.”

Momentec Brands is a member and supporter of NSGA.

STAHLS’ INTRODUCES GROUNDBREAKING NEW INKS FOR ULTRACOLOR MAX™ DTF

STAHLS’ is revolutionizing Direct to Film (DTF) printing with a new ink upgrade for UltraColor MAX™ DTF transfers, delivering enhanced color vibrancy, improved detail, and exceptional durability. The latest innovation expands the color range by 23%, allowing decorators to produce even more vivid, true-to-life designs with greater precision and consistency. With the increased color gamut, UltraColor MAX™ now offers even more vibrant and true-to-life designs, giving decorators an edge in producing eye-catching apparel. Beyond the color enhancements, these cleaner inks also meet OEKO-TEX®, Prop 65, and CPSIA safety standards, giving decorators compliance with the top industry-recognized safety regulations.

GOOF PROOF® SCREEN PRINTED TRANSFERS NOW AVAILABLE FROM STAHLS’

STAHLS’ now offers Goof Proof® screen printed transfers on stahls.com, giving apparel decorators an easy way to achieve a high-quality screen printed finish in just four seconds.

Goof Proof® transfers are a fast, cost-effective alternative to DTF (Direct to Film), delivering the soft feel of real screen printing. Perfect for 1-2 color designs, they arrive pre-cut and ready to apply — no cutting apart required. Orders placed by 3 p.m. ET ship the next business day, helping decorators meet tight deadlines without the setup, equipment, or overhead of traditional screen printing.

Goof Proof® transfers can be applied to cotton and poly/cotton blends, with two temperature settings to prevent scorching on heat-sensitive fabrics. They are available in two standard sizes — 9” x 12.75” and 11” x 14” — with a minimum order of 25 pieces. Bulk pricing discounts make them a cost-effective choice for decorators fulfilling orders for teams, schools, businesses and events.

STAHLS’ is a longtime member and supporter of NSGA. Ted Stahl is a member of the Sporting Goods Industry Hall of Fame.

ACADEMY APPOINTS NEW CHIEF INFORMATION OFFICER

Academy Sports + Outdoors announced the appointment of Sumit Anand to the role of Executive Vice President and Chief Information Officer. In this position, Anand will oversee all enterprise technology operations including cybersecurity, IT infrastructure and operations and IT shared services supporting the company’s corporate, distribution center and retail initiatives.

Prior to joining Academy, he served in a variety of executive roles for At Home, based in Dallas, including

Chief Information Officer and Head of Strategy. He was previously Senior Vice President of Business and Technology Transformation at Signet Jewelers as well as holding leadership roles with Accenture.

Anand joined Academy in March 2025 and reports directly to CEO Steve Lawrence.

CHAMPRO DONATES TO SCHOOL AFFECTED BY LOS ANGELES WILDFIRES

In support of young athletes affected by the Los Angeles wildfires, CHAMPRO donated sports equipment and team uniforms to Palisades Charter High School (PCHS), which was forced to temporarily close in January from damage sustained during the Palisades Fire.

The donation included jerseys, pants and helmets to supply the school’s junior varsity and varsity baseball and softball teams. In total, Champro provided the softball team with two sets of 20 home and away uniforms. The baseball team received 10 helmets and two sets of 50 home and away uniforms.

“At CHAMPRO, our team builds yours, especially under difficult circumstances and times of need,” said Ryan Hunt, president of CHAMPRO. “We hope our donation will help Palisades Charter High School students get back on the field so they can continue playing and persevering together. Supporting youth in sports is at the core of our mission, and we are honored to assist this community as they recover from the devastation of the recent California wildfires.”

CHAMPRO made this donation to PCHS as part of its ongoing commitment to supporting young athletes.

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The company is dedicated to helping youth in team sports, ensuring they have the resources needed to thrive. By providing equipment and support to teams and leagues, CHAMPRO plays an active role in fostering the development of athletes and expanding opportunities for the next generation of sports enthusiasts.

The donation was also made as part of the Los Angeles Dodgers Foundation‘s efforts to provide vital resources to the families and individuals impacted by the wildfires in the surrounding communities.

S+S ACTIVEWEAR APPOINTS WHITLEY AS VICE PRESIDENT OF TEAM SALES AND LAUNCHES ALLPRO EXCLUSIVE HIGH-QUALITY APPAREL

channel,” Whitley said. “My career has been defined by passionate leadership in collaboration with growth-minded teams eager to push the boundaries of what we can accomplish together. I look forward to partnering with such a dynamic organization.”

S&S Activewear also announced the launch of AllPro, the company’s exclusive new brand of high-quality apparel designed for the corporate channel, teams and beyond. From school, corporate and hospitality uniforms to styles for active individuals and teams, the line features budget-friendly t-shirts, sport shirts and quarter-zips tailored for men, women and youth.

providing top-quality sporting equipment as awards and prizes for USSSA competitive events. Rawlings also will install a permanent glass-enclosed tent structure at the USSSA Space Coast Complex in Viera, Florida for Rawlings product demonstrations and a high-tech Hit Lab. Rawlings is the official glove, baseball, and helmet of USSSA, and Rawlings and Easton are the association’s official bats.

Rawlings Sporting Goods is a member and supporter of NSGA. Claude Carr, Harry Latina and Mike Thompson of Rawlings are in the Sporting Goods Industry Hall of Fame.

WILSON EXTENDS NCAA TENNIS PARTNERSHIP

S&S Activewear, a leading technology-enabled distributor of apparel and accessories in North America, recently announced the appointment of Kendall Whitley as vice president of team sales.

Whitley’s nearly four decades of comprehensive sporting goods industry experience will expand S&S’s presence in the team sales channel to drive revenue growth and increase market share. In this role, Whitley will develop and implement strategic sales initiatives to drive growth — matching the extensive expertise he brings from executive roles at major sporting goods companies such Converse and adidas. He will report directly to Toby Whitmoyer, chief commercial officer at S&S.

“The sporting goods industry has been my playing field for years now, and this role with S&S is a natural fit as the company expands its work in the team

AllPro apparel features two fabric technologies designed for color durability and printability: Pro-Lock and Pro-Flex. Pro-Lock is made of 100% polyester interlock jersey manufactured using a cationic disperse dye that ensures exceptional colorfastness with a bleed-resistant print surface ideal for decorators. Pro-Flex is made with 60% polyester and 40% Sorona® for eco-friendly durability — offering superior stretch, quick-drying capabilities and a reduced environmental footprint compared to traditional performance materials.

S&S Activewear is a NSGA supporter.

RAWLINGS, USSSA EXTEND LONG-STANDING PARTNERSHIP

The United States Specialty Sports Association (USSSA) and Rawlings Sporting Goods have agreed to extend their partnership through 2028 in their goal of benefitting players, coaches, families and fans of USSSA diamond sports. Rawlings and its family of brands, including Easton, Combat, Miken, and Worth, will continue to support USSSA by

Wilson Sporting Goods announced its partnership extension with the NCAA for their Division I, II and III Men’s and Women’s Tennis Championships. As an official sponsor for over 20 years, Wilson will continue to provide the official tennis balls and accessories to the NCAA. Wilson will continue to focus on the growth and development of NCAA tennis, supporting players and coaches through their collegiate journey with state-of-the-art equipment, best-in-class servicing, as well as engaging event activations. In addition to being the official tennis ball of the NCAA, Wilson® is the official basketball of the NCAA men’s and women’s basketball tournaments and is also the official ball of the NCAA football and soccer championships.

Wilson Sporting Goods is a longtime member of NSGA. Jim Baugh, Fred Bowman and L.C. Icely of Wilson are in the Sporting Goods Industry Hall of Fame and Chris Considine is a 2025 inductee.

RUSSELL ATHLETIC, FOR BARE FEET ANNOUNCE PARTNERSHIP FOR PREMIUM SOCKS

Russell Athletic® and For Bare Feet announced a new licensing partnership that will bring a premium collection of socks to market, blending Russell Athletic’s storied sports heritage with For Bare Feet’s expertise in crafting high-quality, innovative socks.

Launching in Fall 2025, the collection will offer a range of styles, from performance-driven athletic socks to everyday essentials, ensuring comfort, durability and style for today’s athletes and active consumers.

Drawing inspiration from Russell Athletic’s legacy on the field since 1902, the collection will feature styles built for game day, training and everyday wear. Designed with both performance and lifestyle in mind, the socks will incorporate Russell Athletic’s signature DriPower® moisture-wicking technology, ensuring athletes and active individuals stay comfortable throughout their day.

PING UNVEILS NEW SCOTTSDALE PUTTER LINE

Nine highly forgiving models engineered with a face insert influenced by athletic-shoe technology comprise the new Scottsdale putter family, PING CEO & President John K. Solheim announced.

The Scottsdale Craz-E, Prime Tyne 4, Prime Tyne C, Oslo 3, Anser, Anser 2D, Anser 4, B63 and DS72 are available for pre-order at PING authorized retailers around the world beginning March 3. The U.S. MSRP for each putter is $270. A SuperStroke grip is standard on all models.

The company also introduced the WebFit Putter app, a web-based fitting tool engineered in-house to help golfers find the PING putter that best fits their game. Similar to the popular WebFit Wedge app launched last year, it’s a quick and easy experience to help golfers find a PING putter that will greatly improve their performance on the greens.

PING founder Karsten Solheim was inducted into the Sporting Goods Industry Hall of Fame Class of 2024.

KONTOOR BRANDS TO ACQUIRE HELLY HANSEN

Kontoor Brands, Inc., a global lifestyle apparel company, with a portfolio led by brands, Wrangler® and Lee®, announced it signed a definitive agreement to acquire Helly Hansen, the global outdoor and workwear brand. Under the terms of the agreement, Kontoor Brands will acquire 100% of Helly Hansen from Canadian Tire Corporation.

LACROSSE UNLIMITED EXPANDS RETAIL FOOTPRINT

Lacrosse Unlimited announced the opening of four new stores just before the scholastic season, expanding its total footprint to 55 locations across 15 states. The newly added stores in Illinois, Georgia, Colorado, and Florida represent its commitment to growing the sport in emerging lacrosse markets and reinforcing Lacrosse Unlimited’s position as the industry leader in premium gear, apparel and in-house custom production.

With a strategic vision to support players, coaches, teams, and clubs at every level, Lacrosse Unlimited continues to bring its unmatched service, expertise and product selection to both established and developing lacrosse communities. The addition of these four new stores strengthens the company’s national reach while staying true to its roots of providing best-in-class customer service and premium lacrosse brands.

MORE THAN 8,000 CHILDREN PARTICIPATE IN USA HOCKEY’S TRY HOCKEY FOR FREE DAY

More than 8,000 children across the United States had the opportunity to try hockey for the first time on February 22, 2025 during the second of this season’s national USA Hockey Try Hockey For Free days.

USA Hockey’s Try Hockey For Free, presented by Discover, is an initiative focused on providing an opportunity for kids across the country to try the sport of hockey without cost.

Certified coaches and volunteers provided instruction for children to play on the ice, with host sites providing equipment for children to borrow.

More than 200 rinks across the country hosted Try Hockey For Free events. Saturday also marked USA Hockey’s national Try Hockey For Free Day as part of the organization’s Hockey Week Across America celebration.

Of the 8,025 kids who tried hockey for free on Saturday, nearly 30 percent (2,299) were girls, with 10 events across the country specifically focused on girls hockey.

SILVER SUPPORTER

Rawlings

has been one of the iconic brands in the sporting goods industry since it was formed in 1887 in St. Louis, Missouri. Rawlings is one of the most-recognizable names in baseball and softball equipment through its recognition of defensive excellence with the annual Gold Glove awards that began in 1957. Rawlings bats and balls are also prominent throughout all levels of baseball and softball.

What recent innovation or development are you excited to share with the industry?

In the past year, we’ve opened the “Rawlings Experience,” alongside our world headquarters office in St. Louis, Missouri. The “Rawlings Experience” is part museum, part store and part interactive experience and has been a popular destination for baseball/ softball fans and athletes to both locals and tourists. It’s been rewarding to have an increased presence in our hometown since 1887 and we’re having a lot of fun as we evolve our plans for growth. We’ve exceeded our expectations for year one, and are continually testing new ideas, products, and processes that will ensure success for many years to come.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

At Rawlings and Easton, we like to say “product is king.” That essentially means, we must make a good product first and foremost, then everything else follows. This requires us to be in front of trends and technological advancements, so we’re continually investing in our R&D efforts, which has begun to utilize AI in certain instances, especially with bats. Non-wood bats are a key category for both brands, and when our bats are well-received in the marketplace, it can lift our entire business considerably. Not only are we heavily focused on the technology aspect of our bats, we spend many resources on seeding the bats to our audience to ensure that it performs well on field, well in advance of its launch. Our development curve has expanded, along with the buying curve, as elite athletes play baseball/ softball all year long.

Why should young professionals join our industry?

Sports are fun and there’s so much passion involved, which makes the business side of things fast paced, exciting and competitive. Each day is different and there’s such a variety of skillsets to be honed as well as a variety of people to learn from. The industry changes constantly, which creates new challenges and opportunities that one may not find in other industries.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

The membership/attendee makeup of NSGA and the Leadership Conference is compelling and unique given the variety of industry roles, demographics and experiences represented. It provides for optimal learning opportunities and connections with other industry professionals. This industry is one built on relationships, and NSGA provides a solid platform by which to easily formulate those, while growing one’s own knowledge base.

SILVER SUPPORTER

SanMar

Sports is a part of SanMar, which was founded in 1971 by Marty Lott in the basement of an office building owned by his father. SanMar has grown exponentially since then but its principles of being nice and telling the truth have not changed.

What recent innovation or development are you excited to share with the industry?

SanMar Sports is very excited to announce Beta testing on our new digital platform Decorator Order Solutions (DOS). DOS is a platform we have created that streamlines a solution for SanMar customers to simplify the process when ordering decorated products. This is the industry’s first-end-to-end solution for ordering decorated apparel and accessories. This simple solution provides our customers clarity, convenience and confidence to the challenging process of ordering decorated products.

From the moment a customer orders apparel to be decorated, this solution simplifies the day-to-day workflow by providing a complete work order that includes production-ready artwork, approved placement, clear communication and detailed order tracking. You can see where your work order is every step of the way.

SanMar’s solution reduces the back-and-forth by providing 3-D visualization and proofing tools with accurate pricing, end-to-end order management and fulfillment tracking, allowing you to focus on selling more. Starting with blank apparel and leveraging our network of decorators, you’ll have peace

of mind every step of the way to a decorated final product in your customer’s hands.

Keep our eyes open for our Decorated Order Solutions platform to launch nationally this summer.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

New technologies around decoration methods and fulfillment platforms have been a pain point for our industry for years. Many of these new methods have been developed to reduce the production and processing time needed to decorate products. When technology works everyone has a better experience.

SanMar just opened up our largest distribution center (1.1 million square feet) in Richmond, Virginia. We also launched a New features on SanMar. com to assist in the overall user experience when placing orders. You can save time with “Quick Order” and enter multiple styles, sizes and quantities on one page without searching for each product. If you want to repeat a past order you can find it in “Order History,” click and add it to your shopping box.

Why Should Young Professionals Join Our Industry?

We work in the best industry, hands down. Young professionals should

explore a career in our industry and often times don’t know what is possible. They are familiar with the “well known” retail and shoe brands but don’t know about the nonbranded suppliers and distributors who also compete in this industry. They have the ability to create a long and lucrative career if they explore non-traditional companies.

It’s an “aging” industry so there are a lot of new opportunities for young people and will continue to be as the older generation retires. The perks include fun and excitement, attending various sporting events, talking about sports daily when you are “working.” And sports brings people together.

There are so many opportunities available to young professionals. Everything from sourcing, supply chain, marketing, sales, customer service and legal. The industry needs to do a better job promoting the unique possibilities of a career.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

The SanMar Sports team enjoys attending the NSGA Leadership Conference every year. There is no better networking event for our team. We are able to have one-on-one casual business conversation each day and gain valuable insights.

The Rival Short and reversible Rev Jersey run both ends of the hardwood from jump ball to buzzer. 100% polyester closed-hole mesh wicks moisture and fights odor, while logos stay sharp with PosiCharge® technology.

SILVER SUPPORTER

S&S

Activewear was founded in 1988 and is headquartered in the Chicago suburb of Bolingbrook, Illinois. S&S has become the leading technology enabled apparel and accessory distributor in the US and Canada for school and team apparel and much more and offers one-day shipping to 41 states.

What recent innovation or development are you excited to share with the industry?

With S&S and alphabroder combining, we now have the widest product assortment in the country, with over 100 brands available on one website. Brands like adidas, Under Armour, Puma, Oakley, Richardson, Swannies, and much more. We now have 15 distribution centers nationwide equipped with world-class warehouse automation to ensure efficient and accurate service. With this warehouse automation we have the most accurate order fulfillment

in the industry at less than 0.01% error rate. Our customers can rest easy knowing the goods they need will arrive as expected.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

S&S has more access to a wide range of marketing materials than ever before (with Highspot). We continue to create, gather and collaborate with manufacturers to build more of these resources. With our new Digital Room technology we can now support building digital-content

lockers and customize them for team specific sales. Digital Rooms can be end-user friendly and a tool for our customers to use to help educate their clients and show the range of products available.

Why should young professionals join our industry?

Joining the sporting goods industry offers young professionals the chance to combine their passion for sports with promoting health and wellness in a network built on community and teamwork.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

NSGA is a tremendous conduit to successful connections within our industry. We are a tight-knit community, and NSGA is a great bridge to those conversations and opportunities that tend to always start with the Leadership Conference!

SILVER SUPPORTER

Certor

Sports is a combination of three well-known sporting goods brands — Schutt and VICIS football helmets and TUCCI baseball and softball equipment.

What recent innovation or development are you excited to share?

At Certor Sports, we continue to lead the way in innovation across football and baseball with cutting-edge advancements in our Schutt, VICIS and Tucci brands. We’re redefining football helmet technology with the launch of our new Schutt F7 Pro helmets, featuring the revolutionary On-Board AiR Fit System and DNA Core Impact System for next-level performance, protection and energy dispersion. Certor is the industry leader in position-specific helmet design, with the F7 Pro QB and F7 Pro WR/DB, engineered to optimize impact absorption based on the demands of each position. VICIS is expanding its protective gear lineup with the new ARC_V1 shoulder pads, designed with German-engineered CURVE arch technology. These pads deliver superior mobility, fit and impact performance, setting a standard at the highest levels of the game.

In baseball, Tucci continues to push performance limits with the all-new XV line of BBCOR bats, built for elite balance, barrel performance and exit velocity. Our expanded custom wood bat line now offers even greater personalization for players at all levels. Certor is also advancing player safety through strategic partnerships with industry leaders

like Guardian Cap, helping protect today’s athletes while ensuring a safer future for the game.

How are current technology trends impacting your company’s goals and strategy for the year ahead?

Certor Sports is leveraging the latest advancements in 3D printing, engineered lattice structures and impact technology to push the boundaries of helmet innovation. Our commitment to position-specific protection continues to shape our strategy, ensuring that athletes at every level have gear tailored to their unique performance demands.

One of the most exciting developments driving our approach is the introduction of the new DNA Core Impact Technology in the Schutt F7 Pro helmet. Utilizing 3D-printed, engineered lattice structures, the DNA Core provides unmatched impact absorption, energy dispersion and responsiveness. This advanced system allows us to fine-tune helmet performance for different playing styles and impact profiles, taking position-specific helmet design to an entirely new level.

In addition, we are continuing to evolve our VICIS RFLX technology, which remains at the forefront of custom-tuned impact management. These advancements align with our overarching goal — enhancing

player safety while maximizing performance.

Why should young professionals join our industry?

The sporting goods industry offers a dynamic and rewarding career path for young professionals passionate about sports, innovation and business. Certor is shaping the future of athlete safety, performance, and equipment design — critical areas that directly impact the game. Whether in engineering, marketing, sales, or product development, young professionals can drive real change and work alongside some of the most dedicated minds in sports.

What makes NSGA and the Leadership Conference unique platforms for developing meaningful industry partnerships?

The NSGA Leadership Conference is one of the most valuable gatherings in our industry, bringing together key decision-makers, manufacturers, retailers and team dealers to collaborate and address the challenges and opportunities shaping the future of sports. For Certor Sports, this event provides a critical platform to strengthen partnerships, share insights and align with industry leaders on pressing topics like player safety, market trends and brand integrity.

INTRODUCING THE NEW

VARSITY

DESIGNED WITHOUT COMPROMISE

New from the industry performance leader, VICIS, the ARC_V1 Varsity. Elite level technology with new german engineered CURVE arch technology, VICIS Air Management 2.0 cushioning, increased range of motion and performance with attached backplate for a complete player protection package now available.

LIGHTWEIGHT WOVEN THERMOPLASTIC COMPOSITE TACTICAL ARCH

The VICIS ARC_V1 leverages CURV™, a self-reinforced thermoplastic composite that provides superior impact severity reduction and increased rigidity when compared to conventional plastics. CURV’s lightweight strength and durability makes it the perfect material choice for athletes looking for top-level protection and improved on-field perfomance.

EXTERNAL ARCH LOAD MANAGEMENT SYSTEM

PRO MOTION INDEPENDENT ARCHES

Provides enhanced range of motion for all positions.

ADJUSTABLE CHANNEL SYSTEM

4 piece adjustable/removable channel system over the AC for customizable fit.

VICIS AIR MANAGEMENT CUSHIONING

The VICIS Air Management System consists of dual-density foam with soft-touch internal quilted lining for increased comfort, protection, and out-of-the-box readiness and fit.

BELT & BUCKLE SYSTEM

Industry-standard belt and buckle system allows for easily locking in the fit and maximizes the performance of the arch.

ADDITIONAL FEATURES

CURV™ thermoplastic composite internal/external arch and epaulette

Optimized weight-to-stiffness ratio for improved impact distribution

Locking epaulette to protect AC joint during impact

WIDER NECK OPENING

Increased range of motion and improved pre-snap head positioning.

BACK PLATE INCLUDED

VICIS Air Management System – Dual-density foam with soft touch internal quilted lining

Moisture- and sweat-resistant padding

VICIS Varsity Back Plate included

3 Arch styles available:

Also available in an ELITE version with a highly customizable advanced fit system for unparalleled precision.

MEMBER SPOTLIGHT NOW

GIVE ME 5 WITH MIKE LOTOCKI

President/Owner, ALL PRO TEAM SPORTS | Middle River, Maryland

1ALL PRO A LABOR OF LOVE

Sports have been a part of my life since I was a kid, and at every step of the way, I knew I wanted to be around sports the rest of my life. Coming out of grad school I began in minor league baseball; wanting more I joined a sporting goods company where I found success on the team side of the business. When that fork in the road came, and with the trust of my wife Amber, All Pro Team Sports was founded in 2009. I always said I would rather have tried and failed, then questioned what if? Sixteen years later and counting, I still love what I do, love our All Pro Family and love who we help every day!

2 TIME TO GET ESTABLISHED

The biggest challenge: time. I’m not patient and just like Rome wasn’t built in a day, no new company is either. No one knew who All Pro was. We were starting from scratch with vendors, building credit lines, earning discounts, some wouldn’t even open us to start. We also didn’t have a book of business, just a vision and the drive. It takes time to build the trust of strangers, who then become All Pro partners and eventually lead to referrals and recommendations. Time is the challenge, gratitude for the many people you help over time is the reward.

3

ATHLETIC BACKGROUND DRIVES SUCCESS

The work ethic I was taught at a young age by two hardworking parents was the foundation. The athlete in me fuels the competitiveness and drive to deliver a service and experience unlike anything in the industry. We must always be getting better, just like an athlete. Complacency gets passed. The coach in me understands who we work with, because as a coach myself, I empathize with all they are responsible for. Most importantly as a parent, treat everyone we work with the way I would want to be treated. Simple and true.

4

CONCERN FOR THE UNKNOWN

I’ve seen the sporting goods landscape change over the last 20 years, again, and again and again. The biggest concern would be the unknown. AI is a big topic of conversation and as much it helps, what will it replace. Will it help or hurt the industry in 10 years?

5

NSGA A GOOD BUSINESS MOVE

Having become a member of both NSGA and the Verified Independent Dealer network, both have proven to be a blessing, tool and tremendous resource. From the speakers at the conferences to the vendors and talking industry trends with fellow dealers, it’s been one of the best business decisions we’ve ever made.

>> Mike Lotocki with Herm Edwards at the 2022 conference.