NSGA NOW - September/October 2019

Volume 7 | No. 5 | September / October 2019

A PUBLICATION OF THE NATIONAL SPORTING GOODS ASSOCIATION

THE 2020 CLASS OF THE SPORTING GOODS INDUSTRY HALL OF FAME

Peter Capolino

MITCHELL & NESS NOSTALGIA COMPANY

Robert Greenberg SKECHERS

Klaus Obermeyer SPORT OBERMEYER

FULL ON FLEECE

Inventory, styles and colors to make sure you win this Fall.

www.augustasportswear.com

TABLE OF CONTENTS

10

RECOGNITION NOW Meet the 2020 Class of the Sporting Goods Industry Hall of Fame

>> The 64th Annual Sporting Goods Industry Hall of Fame Induction Ceremony at the NSGA 55th Annual Management Conference & 21st Annual Team Dealer Summit.

CEO NOW 4 Meeting Industry Legends is a Huge Thrill ASSOCIATION NOW 5 NSGA’s PHIT Act Communication Tools; NSSRA

6 16

Board Makes Leadership Changes

ONFERENCE NOW C Jim Hunter on the Power of Servant Leadership; Former NFL Quarterback Jake Plummer’s New Venture

PARTICIPATION NOW

Will the Success of the U.S. Women’s World Cup Soccer Team Affect Participation?

INDUSTRY NOW 17 News from the NOCSAE Summer Standards

23 26

Meeting

LOCKER ROOM NOW

Changes With High School Softball Bats and NCAA Wrestling Shorts; NJCAA Ball Agreements; NOCSAE Issues Lacrosse Ball Warning

MEMBERSHIP NOW

Skiing and Sporting Goods Has Been a Family Affair for Robb Shepherd of Shepherd & Schaller

NSGA NOW ®

>> September / October 2019 | 3

INow· NSGAOFFICERS OFFICERS NSGA

Chair of the Board Chairman of the Board DavidPryor Labbe Cathy Kittery Trading Post, Kittery,ALME Hibbett Sports, Birmingham, Treasurer/Chairman-Elect Treasurer/Chairman-Elect

Cathy Pryor

Pat Donnelley Hibbett Sports, Birmingham, AL Donnelley Sports, Twin Falls, ID Past Chairman

Past Chairman Randy Nill Nill Bros.

Sporting Goods, Kansas City, KS David Labbe Kittery Trading Post, Kittery, ME BOARD OF DIRECTORS

BOARD OF DIRECTORS Kevin Bezanson Kevin Cleve'sBezanson Source for Sports, Cleve's Sports, Halifax,Source Nova for Scotia, Canada Halifax, Nova Scotia, Canada Pat Donnelley

Donnelley Sports, Twin Falls, ID

Rhett Johnson Johnson-Lambe Co., Raleigh, NC Rhett Johnson

Johnson-Lambe Co., Raleigh, NC

David Lynn Greg Miller Dunham’s Sports, Troy, MI

Universal Athletic, Bozeman, MT

Greg Miller Jeff Miller Universal Athletic, Bozeman, MT Scholastic Sports Sales, Ltd., Manlius, NY Jeff Miller John Oehler

Scholastic Sports Sales, Ltd., Dunham's Sports, Troy, Ml Manlius, NY

Jerry Williams Mick Montgomery

Schuylkill ValleySupply, Sports, Pottstown,COPA Denver Athletic Englewood,

Jerry NSGAWilliams TEAM LEADERS Schuylkill Valley Sports, Pottstown, PA Matt Carlson

President & CEO NSGA TEAM LEADERS Matt Carlson Marty Maciaszek President & CEO Director, Team Dealer Division and HDA

Marty Pitts Maciaszek Julie

Director, Team DealerDevelopment Division and HDA Director, Business and Research LarryPitts Weindruch Julie

Director, Public Affairs Director, Business Development

Dan Wiersma

Nick Rigitano Chief Financial Officer Director, Insights and Analysis Jennifer Shaffer Comptroller

CEO NOW Sporting goods industry events are a It is not a secret that many independently owned sporting meet goods retailers and dealerswonderful have beenopportunity under siege to over the some of the people who have helped enhance the last several years. sporting experience for so many.

Consumers turn to the internet, thinking it's a better option Earlier this year, I was fortunate to share some for their purchases. The labor market is increasingly tight. time with Klaus Obermeyer at the Outdoor Manufacturers try to go directly to the consumer and narrow their distribution of products.

Retailer Snow Show in Denver. It was amazing to witness the energy and enthusiasm of the Those are a few of the biggest challenges independent retailers 99-year-old founder of Sport Obermeyer as and dealers face. The effects are evident throughout the industry as struggling he extended his Cal Ripken streak businesses consolidate or close their doors entirely.

Our colleagues at NSGA'sJr.-esque benchmark >> M att Carlson, NSGA President & CEO associations, theObermeyer, American Booksellers Associationofand the North American Retail and Klaus 2020 Sporting attending every Snow Show since 1960!

Goods Industry Hall of those Fame concerns, Inductee. but none of us is throwing in the towel!

Hardware Association, echo Obermeyer has received numerous honors Weand always search to help our members in their ongoing battle to succeed. accolades forfor hisways contributions thatcore include introducing zip turtlenecks, mirrored sunglasses, Ournylon new windshirts 'Verified Independent Dealer Program" hits the bullseye.

The idea for the and high-altitude sunscreen to United States’ snow sports enthusiasts. program was sparked by a group of NSGA-member team dealers who wanted to Obermeyer is in line to add another honor to his list. emphasize how their experience, knowledge and service differentiates them from their competition.

Klaus Obermeyer and two other company founders, Peter Capolino of Mitchell & Ness Nostalgia Company and Robert Greenberg of Skechers, were elected by the Sporting Goods Industry Hall Getting the public to understand the importance of working with a quality independent of Fame Committee for the 2020 Class of of Fame.

The careers of allDealer three inductees dealer is one of the critical components to the theHall NSGA Verified Independent have exemplified passion, innovation dedication takes to make industrytobetter.

Program.

NSGA will the assist Verified Dealers and by sharing anditexplaining whatour it means be part of this program with their current and potential customers.

Capolino, Greenberg and Obermeyer join the list of more than 170 iconic men and women haveabout beenthe inducted Industry Hall of Fame since its inception Thewho details criteriainto forthe theSporting MVP andGoods All-Star in 1955. of It is exciting share with you what Dealer made their careers such a success here and in categories the NSGAto Verified Independent Program, along with applications other important information, more detailed profilesand in this edition of NSGA NOW. can be found at www.nsga.org/verified. You can also read Peter Capolino was 11 when of heNSGA started working more about it on page 22years of thisold edition NOW. We for his father at Mitchell & Ness, which was a traditional goods store Philadelphia.

Capolino became the owner and encourage team dealers, sporting full-line retailers andinspecialty retailers involved in hockey, skiing, running and other sports to apply. in 1985 thought he could have some success selling replicas of vintage baseball uniforms. The concept was such a hit that Capolino made it the sole focus of Mitchell & Ness and expanded Another benefit of the NSGA Verified Independent Dealer Program will be programming to vintage uniforms all sports.

Annual Management Conference & 21 st Annual Team Dealer for itthe group at the 55thfor Summit. will be an opportunity forhis verified dealers tospirit get together and RobertThis Greenberg didexcellent not initially intend to use entrepreneurial in the shoe industry. share ideas and concerns with their peers.

A move to California, however, led to the launch of LA Gear in 1978 and a successful run for than a decade.

A departure fromDealer LA Gear did notheld mean he 19-21 was leaving the industry and Themore Management Conference & Team Summit May in Braselton, Georgia, is rightSkechers around the corner.

Some has of the bestinto aspects of the sporting he founded in 1992.

Skechers grown an iconic $4.64 billiongoods global brand industry's premier event are illustrated 11 of this in issue. now by which sells men’s, women’s, children’s on andpage athletic shoes moreRegister than 170 countries. completing the form in the magazine, or, online at www.nsga.org/events.

Meeting Peter Capolino and Robert Greenberg and seeing Klaus Obermeyer again will be a Webig hope everyone happy holiday season with family and friends and highlight whenhad theya are inducted into the Sporting Goods Industry Hall of that Fameyou at the 56th closed out 2018 on a high note. Don't forget that NSGA is here to support you in making Annual Management Conference & 22nd Annual Team Dealer Summit on May 17–19, 2020 at 2019 even better! Fight the good fightl Sheraton Grand at Wild Horse Pass in Phoenix, Arizona. We hope you will take advantage of this chance to meet and hear from this trio of industry icons.

Best regards, OnCarlson behalf ofI the NSGA membership, Board of Directors, and staff, we extend our hearty Matt President & CEO congratulations to the entire Capolino, Greenberg and Obermeyer families!

Best regards,

NSGA NOW® (ISSN 1045-2087) is published Matt Carlson | President & CEO bi-monthly for members of the National Sporting Goods Association, 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035; Phone: (847) 296-NSGA (6742); Fax: (847) 391-9827. Subscription price of $50 per year is included in membership fee. Non-member subscription information available from publisher. Periodical postage paid at Mount Prospect, IL 60056 and NSGA NOW (ISSN 1045-2087) is published bi-monthly for members of theoffices.

NationalPOSTMASTER: Sporting Goods Association, 1601 Feehanville Suite 300, Mount Prospect, IL 60056additional mailing Send address changes to NSGA Dr., NOW,® 6035; Phone: (847) 296-NSGA (6742); Fax: (847) 391-9827.

Subscription price $50 per is included in membership fee.©Non-member subscription available 1601 Feehanville Dr.,ofSuite 300,year Mount Prospect, IL 60056-6035.

by NSGA 2019.

Printed in information the USA. from publisher. Periodical postage paid at Mount Prospect, IL 60056 and additional mailing offices. POSTMASTER: Send address changes to NSGA NOW,® 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035. © NSGA 2019 all rights reserved. Printed in the USA.

4 | NSGA NOW ®

>> September / October 2019

ASSOCIATION NOW NSGA Creates PHIT Act Communication Tools

Other members of the NSSRA Board are: Tom Gately, Snow Merchandising Corp.

(Springfield, Massachusetts)

NSGA has created marketing and communications collateral for

Jon Morrill, Kittery Trading Post (Kittery, Maine)

media posts, infographics and handouts, that can be rebranded

Dave Nacke, Sports Specialists, Ltd. (Golden, Colorado)

and used to spread the word about this piece of legislation and how it will benefit the ability for Americans get physically fit. The

Jenna Pate, Summit Sports/Skis.com (Bloomfield Hills, Michigan)

PHIT Act is legislation that would allow the use of Pre-Tax Medical

Robb Shepherd, Shepherd & Schaller (Wausau, Wisconsin)

Roger Sobotka, Paoli Pro Shop (Evansville, Indiana)

the Personal Health Investment Today (PHIT) Act, including social

Accounts, such as Flexible Spending Accounts (FSAs) or Health Savings Accounts (HSAs), to reimburse physical activity expenses.

Please go to nsga.org/advocacy/PHITAct for NSGA’s PHIT Act

For information about specialty snow sports retail go to nssra.com

materials. If you have any questions or need assistance to use them,

and follow NSSRA on LinkedIn.

please contact Lizz McCrindle at (847) 296-NSGA (6742), ext. 1310.

PHITAct Personal Health

place for members logo or business card here

Investment TODAY

What is the PHIT Act?

The passage of the PHIT Act

The PHIT Act will allow Pre-Tax Medical Accounts, also known as Flexible Spending Accounts (FSAs) and Health Savings Accounts (HSAs), to reimburse will make a healthy lifestyle attainable for millions of Americans, increasing the physical activity costs associated with physical activity expenses, up to $2,000*. That is a rate for children and adults and building positive lifelong habits. projected savings of 20-30% on fitness related costs.

PHIT Act has strong bipartisan support thanks in large part to Senators Chris Murphy (D-CT) and John Thune (R-SD) who reintroduced the bill in the Senate (S.680) and Congressmen Ron Kind (D-WI) and Mike Kelly (R-PA) who reintroduced the bill in the House (H.R. 1679) in March 2019. *$2,000 return for head of household or joint return

What does the PHIT Act cover?

IMPACT OF THE INACTIVITY PANDEMIC

BENEFITS OF PHYSICAL ACTIVITY

BENEFITS OF PHYSICAL EDUCATION

OF CHILDREN ARE NOT ACTIVE TO HEALTHY LEVELS

OF AMERICANS ARE SEDENTARY AND THAT NUMBER IS GROWING

OF HIGH SCHOOL STUDENTS HAVE NO PHYSICAL EDUCATION

67%

28%

48%

Source: www.phitamerica.org

• Youth & adult sports league fees • Health club membership dues • Exercise classes & personal trainers • Sports & fitness equipment • Youth camps

• Pay-to-play school sports fees • Organized running event registration fees • Martial arts • Gymnastics & more!

• Golf • Horse back riding • Sailing

• Items that can be used outside sports/exercise the PHIT Act legislation will work to lower (ex: sneakers, yoga pants) health care spending by allowing more

Annual health care costs are increasing exponentially

individuals to lead healthy and fit lifestyles, thus reducing health care spending.

14%

Health Care Spending

12% 10% 8%

Social Security

6%

Discretionary Spending Other Mandatory Programs

4% 2% 0%

Nominations Open For Positive Coaching Alliance’s National DoubleGoal Coach Award

2011

2021

2031

2041

2051

Source: http://www.phitamerica.org/Leglislation.htm

Help Spread The Word The PHIT Act is a widely accepted piece of legislation with support from both sides of the aisle.

1. Contact your local Member of Congress (https://www.govtrack.us/congress/members).

2. Email, call or write your local representative explaining the importance of the PHIT Act and encourage their support of the legislation.

3. Participate with the PHIT Act campaign on social media by using the hashtag #PHITAct to spread awareness among your local community.

4. Spread the word to friends and family and encourage them to do the same.

NSSRA Board of Directors Selects New Chair and Vice Chair The National Ski & Snowboard Retailers Association (NSSRA) selected Gordon Geiger of Geiger’s (Lakewood, Ohio) as Chair and Tom Fuerst of Pedigree Ski Shop (White Plains, New York) as Vice Chair at its June

The Positive Coaching Alliance is looking for nominees for its National Double-Goal Coach Awards. The nomination period runs through November 30 and any youth or high school sports coach in the United States, who is a current head coach with at least three years of experience, is eligible for consideration.

A PCA Double-Goal Coach is concerned more with a mastery approach to a sport rather than simple results by getting athletes to give maximum effort, continuously learn and improve, not be stopped by fear of mistakes and honor and respect the game or sport.

Approximately 100 regional winners will be named in early February 2020 and 25 national winners will be named later that month. One winner will receive PCA National Coach of the Year honors.

To nominate a coach go to https://positivecoach.org/awards-programs/ double-goal-coach-awards/.

11, 2019 Board of Directors meeting. Geiger and Fuerst will serve the NSSRA Board as the organization sharpens its strategic focus. Tracy Gibbons of Sturtevant’s (Bellevue, Washington) will continue to serve as Secretary/Treasurer.

NSGA NOW ®

>> September / October 2019 | 5

CONFERENCE NOW Servant Leadership: Better Yourself by Helping Others

By Lizz McCrindle NSGA Marketing Coordinator Understanding what it takes to be a good leader sounds simple

There are different ways of leading—leading with power or leading

enough, but in all actuality, leadership is a skill that continually

with authority. Leading with power is to say, “do it or else.” It is the

evolves. Leadership is directly tied to one’s character, according

ability to force others to do your will because of your position.

to best-selling author Jim Hunter.

Leading with authority is getting someone to say, “I’ll do it for you.”

During the opening session of the NSGA 55 Annual Management

It is the skill of getting people to willingly do your bidding because

Conference & 21 Annual Team Dealer Summit, Hunter discussed

of personal influence.

th

st

the Power of Servant Leadership, the qualities and skills that are present in the best leaders and how to apply those skills to bring the best out of yourself and your team.

“Everyone is a leader because everyone influences people; it’s the mark you leave,” said Hunter.

However, just because everyone has the ability to influence others, doesn’t mean that all influences are constructive

According to Hunter, authority is built

“Everyone is a leader because everyone influences people; it’s the mark you leave.”

— Jim Hunter

and positive. Leadership is not about personality; it has to do with character and the choices that we make every single day.

Hunter defines leadership as, “the skill of influencing people to action, with character that inspires people.” Being an effective

on service and sacrifice. Those qualities resonate with people because they can be seen and felt. It is noticeable when a manager or director goes above and beyond the call of duty to complete their job or when a coworker makes a sacrifice on behalf of the team. That type of teamfirst behavior encourages other people to take the initiative and continually raise the bar.

Understanding the principles of servant leadership is important, applying them take constant work and starts from the top. Hunter talked about the idea of “love,” and making employees feel like “when you leave here, you are going to be better.”

leader is not something that can be accomplished from sitting on

That attitude is contagious and incredibly powerful within an

the sidelines, it requires passion and commitment to not only want

organization. “People love excellence and being a part of it,” said

to better yourself, but to bring other people up with you.

Hunter, and when excellence is a part of the culture, there is no limit to the possibilities.

>> O ne of the slides from Jim Hunter’s presentation at the Management Conference is the inverted pyramid he uses to describe the Servant Leadership model.

6 | NSGA NOW ®

>> September / October 2019

>> J im Hunter speaks at the NSGA 55th Annual Management Conference & 21st Annual Team Dealer Summit in Braselton, Georgia.

Former NFL All-Pro Quarterback Jake Plummer Working From Different Playbook with ReadyList Sports

By Marty Maciaszek NSGA Team Dealer Director Preparation was a big reason for Jake “The Snake” Plummer becoming an NFL Pro Bowl quarterback and part of the College Football Hall of Fame Class of 2019.

But Plummer still had his share of uncertainty and anxiety leading up to games in college at Arizona State and during his 10-year NFL career with the Arizona Cardinals and Denver Broncos.

“I would be grinding my teeth in my sleep and breathing (heavily),” Plummer said. “I would have dreams of (legendary coach Mike) Shanahan yelling at me because I didn’t know what I was doing.”

Plummer and Chad Friehauf, another ex-NFL quarterback, are trying to ease some of those fears for football players at all positions and levels. They co-founded ReadyList Sports, an interactive web-based playbook where players and coaches can be tested at any time to determine how their preparation is going.

Plummer and Friehauf exhibited ReadyList Sports in the Innovations Arena at NSGA’s 55th Annual Management Conference and 21st Annual Team Dealer Summit in late May in Braselton, Georgia.

Plummer also talked about his playing career and relationship with

>> P at Donnelley, NSGA Treasurer/Chairman-Elect and Jake Plummer.

“A lot of coaches like it because they can give their other coaches a test,” Plummer said. “The players like it because it’s competitive learning. You create, hopefully, players who play faster with less mental errors and it makes it safer for them.”

Plummer also believes ReadyList could be a hit with team dealers.

“The relationships (with coaches and athletic directors) are there with team dealers already,” Plummer said. “Our goal coming out of NSGA (Management Conference) is to get visibility for what we have. We’re a young company.

“We want to find dealers who want to throw this in their toolbag. As a team dealer you can complete what we call the 360-degree athlete.”

Plummer said they may expand to other sports, including soccer, lacrosse, hockey, basketball and baseball.

the legendary Pat Tillman during a Q&A session for conference

His efforts to make an impact with ReadyList Sports are aligned

attendees with fellow Idahoan and NSGA Board member Pat

with former Arizona State and Cardinals teammate Pat Tillman,

Donnelley of Donnelley Sports.

who opted to give up his football career to serve in the U.S. Army

“It was really Chad’s brainchild,” Plummer said. “He came up with the concept for a better study tool than we had when we were playing ball. Chad played for nine pro teams and he watched players around him and how they struggled to learn the playbook.

“We put together a robust tool that utilizes multiple learning styles to learn your playbook as efficiently as possible.”

Plummer and Friehauf showed the concept to current New York Jets and former Miami Dolphins head coach Adam Gase and he became their first NFL customer. Today, other NFL teams, colleges and high schools are using ReadyList. Plummer said the response at the youth level has been great and kids feel like they are playing

after the September 11, 2001 attacks and was killed in Afghanistan in 2004.

“It’s fun to talk about Pat and I was lucky to play for three years with him at Arizona State and for three years with the Cardinals,” Plummer said. “He loved to talk and make you think and he wouldn’t let you get away with simple answers.

“He made you want to get better because he was always striving to be better. The guy was a true inspiration. I got to see the effect he had on hundreds of thousands of people around the world with his selflessness and ability to do what’s right. I miss Pat dearly and I was lucky to call Pat a friend.”

a video game while they are learning.

NSGA NOW ®

>> September / October 2019 | 7

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RECOGNITION NOW

Introducing THE SPORTING GOODS INDUSTRY HALL OF FAME CLASS OF 2020 The trio of inductees in the Class of 2020 of the Sporting Goods Industry Hall of Fame carried a similar spirit of innovation to their different areas of industry expertise.

Peter Capolino of Mitchell & Ness Nostalgia Company, Robert Greenberg of Skechers and Klaus Obermeyer of Sport Obermeyer will join more than 170 retailers, team dealers, manufacturers and industry influencers who have been honored with induction into the Hall of Fame since it was established by the National Sporting Goods Association in 1955.

The selections of Capolino, Greenberg and Obermeyer were made by the Sporting Goods Industry Hall of Fame Committee at its annual meeting in May. “All three inductees for 2020 have left an indelible impression in their segments of the industry,” said Hall of Fame Committee Chairman Ken Meehan, Executive Advisor to the CEO of Dunham’s Sports. “It is exciting to welcome them to the Hall of Fame and we look forward to seeing them honored at next May’s induction ceremony.”

The Hall of Fame dinner and induction will be held May 19, 2020, at the Sheraton Grand at Wild Horse Pass in Phoenix, Arizona, the site of the NSGA 56th Annual Management Conference & 22nd Annual Team Dealer Summit. Details on attending this event will be announced soon.

The nomination period for the Hall of Fame Class of 2021 is open until February 21, 2020. If there is an industry pioneer, innovator and leader you believe is deserving of consideration, please go to nsga.org/halloffame for more information on the qualifications and the nomination process. You can also contact contact Julie Pitts, Hall of Fame Secretary, at jpitts@nsga.org.

Please continue reading to learn more about our Class of 2020 Inductees.

10 | NSGA NOW ®

>> September / October 2019

Peter Capolino

OWNER MITCHELL & NESS NOSTALGIA COMPANY >> P eter Capolino in a 1913 version of a Philadelphia Athletics team-issued sweater.

Peter Capolino didn’t feel as if he was having the proverbial wool

After Capolino came up with the “throwback” baseball jersey idea,

pulled over his eyes back in 1985.

he did extensive research to ensure even the most minute details

Capolino was the owner of Mitchell & Ness Sporting Goods in

were accurate. A Sports Illustrated story in 1987 about Capolino’s

Philadelphia when he visited an area manufacturer and saw some

concept led to international consumer demand that helped the

piles of old wool flannel lying around. Historic baseball caps were

concept take off.

one of Capolino’s specialties and the old wool sparked an idea that

Mitchell & Ness eventually began producing “throwback” jerseys

baseball fans might have similar interest in vintage jerseys.

for all the major sports leagues – the NFL, NBA and NHL. Capolino

Capolino’s idea with “throwback” jerseys turned out even better than

originally believed his idea would be tailored most for a middle-aged

he could have envisioned as he quickly made it the sole business focus of Mitchell & Ness Nostalgia Company. People of all ages are

and older white male demographic. His employees convinced him they could target a younger urban consumer after the rap music

buying them for football, basketball and hockey as well as baseball.

group Outkast wore one of his jerseys in a 1998 music video.

The success of the concept led to Capolino’s inclusion in the Class

The jerseys also resonated with current professional athletes and

of 2020 of the Sporting Goods Industry Hall of Fame.

celebrities. NBA legend Kobe Bryant, who had a Philadelphia 76ers

Mitchell & Ness opened in 1904 and became a Philadelphia

jersey like the one his dad Joe “Jellybean” Bryant wore in the 1970s,

institution in the sale of sporting goods. Capolino’s father Sisto started working there in 1917 as a stockboy, bought the company in 1950 and served as treasurer of the NSGA Board of Directors from 1970-72. Peter started working for his father at age 11 and took over the store in 1978.

donned replica jerseys of the Brooklyn Dodgers’ Jackie Robinson, Edmonton Oilers’ Wayne Gretzky, New York Jets’ Joe Namath and San Francisco 49ers’ Joe Montana during the 2002 postseason.

Legendary director and actor Spike Lee called Capolino’s work “exquisite” in a 2003 People magazine story.

NSGA NOW ®

>> September / October 2019 | 11

RECOGNITION NOW

Robert Greenberg

FOUNDER AND CHAIRMAN SKECHERS

An east coast blizzard led to a flurry of west coast success in the

Greenberg and his son Michael began a successful distribution of

footwear industry for Skechers founder and CEO Robert Greenberg.

boots and Robert saw even greater opportunities. About a year

The Boston native always had an entrepreneurial spirit and started

later, he launched his own utility boot and Skechers was born in

dreaming of living in Los Angeles after stops there on travels to Asia. He made the move with his family after a snowstorm crippled

1992. The new name was a family affair as two of Greenberg’s kids suggested it since the word “skecher” meant a cool kid who has

his hometown in 1978.

lots of energy.

A visit to a shoe fair in Long Beach, California led to his launch of

Skechers resonated with the public and the company expanded

L.A. Gear. Then, in 1992, he started the Skechers brand that has grown to immense popularity. His impact in creating two iconic brands led to Greenberg’s election in the Class of 2020 of the Sporting Goods Industry Hall of Fame.

Greenberg was in the roller skating business when his interest turned to footwear. L.A. Gear had modest beginnings with one style that came in 10 colors, but grew to a publicly traded company in 1986 that was worn by stars such as singer Paula Abdul and basketball legend Kareem Abdul-Jabbar. But the brand fell on hard times and Greenberg was forced to change directions.

12 | NSGA NOW ®

>> September / October 2019

into the running, walking and golf categories that are part of its successful Go performance division. It was a prime example of what has made Greenberg successful – a willingness to act without fear since the creation of the Go division was the response to an idea that didn’t work out.

Greenberg was honored by Footwear News with its Manolo Blahnik Lifetime Achievement Award in 2015. Skechers’ growth and success has continued as the $4.64 billion global brand has a presence in more than 170 countries with more than 3,100 company-owned and licensed retail stores.

Klaus Obermeyer FOUNDER AND CEO SPORT OBERMEYER

Klaus Obermeyer is clearly not wired to sit back, relax and enjoy

What Obermeyer also had was the genesis for a company that

everything he has accomplished as he approaches the century

changed the world of ski gear. Zip turtlenecks, nylon wind-shirts,

mark of his life.

mirrored sunglasses, double-lensed goggles, two-pronged ski

Obermeyer is always thinking ahead to ensure Sport Obermeyer, the company he founded in 1947, does not fall behind in the ski and snowsports industry. He is still a daily presence at the company’s Aspen, Colorado office with his 100th birthday about

brakes, ski boots and the first high alpine sunscreen were all created to enhance Obermeyer’s philosophy that “skiing is a celebration of life and its celebrants must be comfortable to enjoy it.” The quest to ensure that philosophy continues as the company released the

to be celebrated on December 2.

light and versatile “Klaus Jacket” a year ago.

The innovative spirit dating to his early childhood is a big reason for

But Obermeyer’s success has not come at all costs. Sport Obermeyer

Obermeyer’s induction in the Sporting Goods Industry Hall of Fame Class of 2020. At age 3, the German-born Obermeyer created his first set of skis from flexible crate board and string.

He studied to become an aeronautical engineer before coming to the United States at age 27. After one winter, he moved to Aspen to

is conscious of the environment and researches the chemicals that can be used so the company’s garments are water repellent and are not a health hazard.

He also remains fiercely loyal to retailers who sell the Sport Obermeyer brand. Obermeyer helps retailers who may have a

become a ski school instructor. One of the first things Obermeyer

tough season because of a lack of snow, listens to their concerns.

noticed was the need for proper clothing so more people would

Obermeyer’s enthusiasm for the ski and snow industry and what

be able to keep warm and stay on the slopes.

Obermeyer made a parka from the down blanket his mother sent with him to the U.S. He joked that it resulted in him having feathers

it means to so many people is reflected in his amazing attendance streak at the annual Snow Show. Since 1960, he has not missed the opportunity to enthusiastically greet as many attendees as possible.

in his cereal for weeks.

NSGA NOW ®

>> September / October 2019 | 13

PARTICIPATION NOW What Effect Will the World Cup Have on Female Soccer Participation?

By Nick Rigitano NSGA Director of Insights and Analysis The 2019 FIFA Women’s World Cup and success of the US Women’s National Team provided record viewership and a plethora of media headlines placing women’s soccer at the forefront of summer news coverage. Although the buzz and excitement of the World Cup is terrific exposure for the sport that could lead to short -term participation growth, more work needs to be done to minimize the obstacles preventing sustainable long-term growth that would benefit the industry.

When looking at female soccer participation numbers since 1991 (figure 1), the year the first women’s World Cup was played, it is easy to fall into the trap of looking for trends that support an increase in participation from the success/media coverage of the US women’s national team during World Cup and Olympic years.

Upon first glance, it appears there might be a case for making a correlation given the increases in participation following the World Cup years and during the subsequent Olympic years.

However, this theory is not supported during the 2015 World Cup and 2016 Olympic years, as female participation decreased

compared to the prior year. Also unexplained are the decreases in participation during the 1999, 2003 and 2007 World Cup years versus the prior year. In the end, there are simply too many additional variables that affect participation to determine causality including level of interest in the sport, amount of free time available, affordability of participation, and increased dedication to other sports.

The wave of momentum created by the recent US women’s national team success and the accompanying media coverage represents an opportunity to convert some of this exposure to participation, particularly through the remainder of this year and next. In order to maintain growth, however, the industry must address the obstacles that hinder participation.

Last year, NSGA conducted a survey illustrating obstacles of participation and shed some light on why people are participating in fewer team sports. Lack of time was the number one reason given. People have more options to fill their time than ever before and this trend will continue with the advance of technology.

Financial reasons cannot be ignored either. Participation for soccer remains most developed among households with incomes of $75K or more. People in these households were nearly 1.5 times more likely to participate than the average population. This pattern holds true for more sports/activities than just soccer. Making participation more affordable for all is paramount and is why NSGA is lobbying for the passing of the Personal Health Investment Today (PHIT) Act. This legislation would allow Americans to use Pre-Tax Medical Accounts to pay for physical activity expenses, thus helping to alleviate the financial barrier to participation.

The exposure the World Cup provides for soccer represents great opportunity.

Bridging from exposure to sustained participation growth represents the challenge. Minimizing barriers to participation, whether real or perceived, will be the key. It will take an Industry-wide effort, but the benefits of sustained participation in sport will prove fruitful for all involved.

16 | NSGA NOW ®

>> September / October 2019

INDUSTRY NOW Possible Football Shoulder Pads Standard

Summer Standards Meeting Recap

Halstead said the organization has received a request from the NFL to

By Marty Maciaszek NSGA Team Dealer Division Director

be a direct impact injury to the covered area, minimum dimensions

consider a standard for shoulder pads. The primary emphasis would be on head-to-shoulder impact dynamics and head impacts to the wearer and opposing player. The secondary considerations would and sizing.

The concern is many head-to-ground impacts may be mitigated or

Here is a recap of the National Operating Committee on Standards for Athletic Equipment (NOCSAE) Summer Standards Committee Meeting July 26 in Boston, which was attended by the National Sporting Goods Association (NSGA):

Commotio Cordis Protector Changes An addition to Standard ND200-19 requires the NOCSAE logo on commotio cordis protectors to be placed on the Primary Protective

exacerbated by the size of the shoulder pad and the impact into the turf. One issue is that body padding standards are not easy to develop and the commotio cordis protection is an example, according to Halstead. The NFL is concerned they don’t have an effective way to force players to wear position-specific shoulder pads.

NOCSAE said this in the informational stage right now and its board would have to decide to move toward a standard development.

change, according to NOCSAE executive director Mike Oliver, is

Possible Flag Football Helmet Standard

some commotio cordis protector products had the NOCSAE logo on

Halstead said governing bodies are demanding the use of a helmet

removable harnesses, which could be removed and put on another

or headgear for flag and/or 7-on-7 football but there is not a NOCSAE

product that doesn’t meet the NOCSAE standard. This requirement

standard for those versions of the sport. Halstead said a definition

prevents that possibility.

of a flag football and/or 7-on-7 helmet needs to be determined.

Added to the standard was the definition of a Primary Protective

Concerns over concussions are driving the issue, according to

Component of the protective equipment. The rationale for the

Component: That component of the protector/system that is the primary energy attenuation device, without which the protector or system will not meet the impact requirements.

Halstead. NOCSAE vice president Dr. Robert Cantu of the American College of Sports Medicine supports more research regarding the cause of head injuries, but believes it is time to have a standard

The standard language was also changed from “chest protector”

because of the number of kids now playing flag football and 7-on-7

to “protector.” NOCSAE technical director Dave Halstead said the

instead of tackle.

rationale for the change was some confusion, primarily from the governing bodies of baseball and lacrosse, regarding commotio cordis protectors. In lacrosse, there are shoulder pads that could be considered a chest protector for field players.

Halstead said a concern with players wearing a traditional helmet for flag football and/or 7-on-7 are potential injuries if players aren’t fully equipped in other areas.

Sports and organizations requiring NOCSAE-approved commotio

Possible Youth Football Helmet Standard

cordis protectors include:

Cantu said progress continues to be made toward developing a youth

• The National Federation of State High School Associations (NFHS)

football helmet standard with the guidance of Virginia Tech University

The revisions to the standard passed.

for all baseball catchers as of Jan. 1, 2020.

• NCAA for all baseball catchers starting with the 2019–20 academic year.

• US Lacrosse and NFHS for all boys and girls lacrosse goalies as of Jan. 1, 2021.

• NCAA for all women’s lacrosse goalkeepers as of the 2021 season.

• US Lacrosse for all boys lacrosse field players as of Jan. 1, 2022.

This has not been mandated yet by NFHS.

and the University of Ottawa. Cantu said the groups affiliated with both universities have nearly completed their work and plan to meet in the fall to use the research in order to develop a standard.

Field Hockey Headgear Standard ND061-14 has not been modified or revised in five years and it was reaffirmed. Nobody in the US is manufacturing a helmet officially certified as compliant and NFHS is pushing for certification NSGA NOW ®

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September / October 2019 | 17

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INDUSTRY NOW Continued from Page 17

of field hockey goalie helmets. Since the total market is approximately just 900 units, an NFHS-required certification would likely cause a New Zealand company that provides helmets to get out of U.S. sales.

Sporting Goods Industry Hall of Famer, Athletic Footwear Pioneer and Innovator Jerry Turner Passes Away at 84

President & CEO Matt Carlson. “Mr. Turner was an iconic figure and innovator in the sporting goods industry. He had an amazing career and was instrumental in the running and fitness boom that started in the 1970s and continues today.”

Turner helped build Brooks into a household name during his tenure as president in the 1960s and 1970s. In 1977, the Brooks Vantage was ranked No. 1 in the annual Runner’s World running guide.

In 1975, Turner introduced the first shoe to use EVA (ethylene vinyl acetate), an air-infused foam that replaced rubber and became a mainstay of running shoes throughout the industry. Two years later he introduced the varus wedge to help runners whose feet rolled too far to the inside (known as overpronation). He also introduced nylon outsoles for use on football, soccer and baseball cleats, which replaced leather soles.

ASGC developed the Turntec brand of running shoes and the Nevados line of hiking shoes. The company acquired the Avia, And1 and Ryka brands and in 2011, Turner sold to Brown Shoe Company of St. Louis, Missouri.

Turner emerged from retirement in 2017 to start Turner Footwear, a performance footwear company with the tagline “Legends Evolve.”

Turner was born in Omaha, Nebraska on May 10, 1935. He graduated from the Wharton School at the University of Pennsylvania, in 1957 with a degree in finance. He was inducted into the Footwear News Hall of Fame in 1993 and the Omaha Central High School Hall of Fame in 2014.

Jerry Turner, a 2004 Hall of Fame inductee

Announces New Stock Line of Sportswear Products

who fueled the growth

Badger Sportswear has announced a new stock line of

of the athletic footwear

sportswear products known as Ombre™. The line will feature

business, passed away

eight different colors.

July 9 at age 84 in Los Angeles. Turner died peacefully in his sleep

“Badger has a proud history of making the latest designs and fabrics

Sporting Goods Industry

surrounded by family members.

accessible to all,” said Ginny Gasswint, VP Product Development

Turner was credited with inventing the stability running shoe

for Badger Sport. “You’re seeing this look on everything from hair

category during his 21-year tenure as president of Brooks. He

styles to ready-to-wear…even wall décor. With Ombre, now teams

helped start the American Sporting Goods Corporation in 1983

don’t have to go to a high-end, customized design to sport this

with Margaret Oung.

on-trend design on their chosen field of play.”

“We are deeply saddened to learn of the passing of Jerry Turner

Badger is offering the Ombre design in tees, hoodies, and shorts,

and we extend our sincerest condolences to his family,” said NSGA

in an athletic cut for men, women, and youth.

NSGA NOW ®

>> September / October 2019 | 19

INDUSTRY NOW Virginia Tech Releases Flag Football Headgear Ratings The Virginia Tech STAR evaluation system looked at 12 versions of headgear for flag football. Virginia Tech now has helmet ratings for varsity and youth football, bicycle and hockey helmets and soccer headgear.

To see all of the Virginia Tech helmet ratings go to https://www. helmet.beam.vt.edu/index.html.

Delta Airlines Eliminates Specialty Sports Baggage Fees Delta Airlines announced the elimination of its $150 specialty sports bag fee on large-sized sports equipment, including golf clubs, bicycles, surfboards, scuba gear. Effective July 17, passengers can check them as part of their standard baggage allowance. Complete checked baggage fee details can be found at Delta.com.

Delta follows American Airlines and Alaska Airlines by eliminating a high-cost baggage fee for sporting equipment.

True Temper Sports Rebrands as TRUE Sports True Temper Sports, a sporting goods manufacturer which has provided premium performance equipment to professional and amateur athletes alike for more than 100 years, is unifying its breadth of products under one name, TRUE Sports.

True Temper built its reputation by manufacturing golf shafts used by top professional golfers around the world. It also has decades of experience designing and producing high performance hockey and lacrosse equipment, most recently under its TRUE brand.

“Given the current aggressive growth rates and continued future expansion across all of our product categories, now is the perfect time to unify our brands and our company under one banner, cementing our position as a leader in performance sports products,” Jeremy Erspamer, CEO and president of TRUE Sports, said in a statement.

“Combining our company under the TRUE Sports brand creates greater synergies amongst all of our departments and global locations, encourages enhanced collaboration and harnesses a united enthusiasm for what we love doing.”

Already renowned for its premium golf, hockey and lacrosse equipment, TRUE Sports is thrilled to expand its portfolio to include the new Diamond Science division. This new launch in September 20 | NSGA NOW ®

>> September / October 2019

2019 will be another chapter in its history of innovation and introduction of game-changing products. This category entrance will cap off a year of growth that includes the creation of Aura figure skates and the recently completed acquisition of Accra golf shafts, a leader in high-performance shafts favored by club fitters throughout the world.

“We are extraordinarily proud of our celebrated heritage creating equipment used to win championships at the highest level of sports and helping amateurs improve their performance. Having said that, our best is still ahead of us. We will continue ceaselessly pursuing product innovation and enhanced customer experiences, because we know good isn’t good enough, we aspire to greatness,” Erspamer said.

Augusta Sportswear Brands Acquires Pacific Headwear Augusta Sportswear Brands, a leader in sports apparel, uniforms and accessories, announced it has acquired Pacific Headwear, a privately held company based in Coburg, Oregon. The terms of the agreement were not announced.

With its strong brand name and international reputation as a leader in the team and lifestyle headwear category, Pacific Headwear is an ideal complement to the Augusta Sportswear Brands current brand portfolio that includes Augusta Sportswear, Holloway and High Five, as well as their exclusive partnership with Russell Athletic on team uniforms and performance wear.

“Building our portfolio of brands strategically to accelerate growth is a key priority,” said Dave Elliott, CEO of Augusta Sportswear Brands. “The acquisition of Pacific Headwear enables us to provide our customers with a compelling head-to-toe solution that delivers on our commitment to be a one-stop solution for our customers.”

“For 20 years, Pacific Headwear has worked diligently to grow our company and portfolio of winning team and lifestyle headwear products to position ourselves as an innovative leader in the marketplace,” said Pacific Headwear Founder Don DeZarn. “Today’s announcement is an exciting step for our organization as we look to combine the strengths of our two companies to create synergistic opportunities for our employees, vendors, and ultimately our customers.”

“This acquisition combines two great companies and a group of brands that creates amazing growth opportunities within the onfield performance, decorator and corporate channels,” Elliott said.

“We think Augusta Sportswear Brands is an ideal fit for Pacific Headwear and I’m confident that we will honor and build on the tremendous Pacific heritage while providing a platform for growth that ensures continued success for many years to come. We look forward to welcoming the Pacific Headwear Team and its over 200 dedicated employees to the Augusta Sportswear Brands family.”

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LOCKER ROOM NOW Bats at Center of High School Softball Rules Changes A new definition for a damaged bat and a new certification mark for bats are among the high school softball rules changes for the 2020 season. The rules changes recommended by the National Federation of State High School Associations (NFHS) Softball Rules Committee at its June 10-12 meeting in Indianapolis were subsequently approved by the NFHS Board of Directors.

This third uniform option requires the form-fitting shirt but allows teams to pair this top with loose-fitting shorts designed for wrestling.

Wrestlers’ hair still will be required to be free of oils and/or greasy substances. Hair coverings still will be allowed and considered special equipment. The rule that prohibited a wrestler’s hair from extending below the level of an ordinary shirt collar and the hair on the side of the head from extending below the earlobes has been eliminated.

A damaged bat will now be defined as a bat that was once legal, but is broken, cracked, dented, rattles or has sharp edges that might deface the ball (Rules 1-5-1, 7-4-2, 2-4-3).

Previously, a damaged bat was considered an illegal bat, with the penalty being an out when the batter entered the batter’s box. Now, damaged bats are simply removed from the game without penalty.

“This rule defines damaged bats and distinguishes them from nonapproved and altered bats,” said Sandy Searcy, NFHS director of sports and liaison to the NFHS Softball Rules Committee. “The committee clarified the course of action that should be taken when a damaged bat is discovered in the game.”

Additionally, in Rule 1-5-1, the USA Softball All Games certification mark is now acceptable on bats. The new mark is in addition to the current ASA 2000 and ASA 2004 certification marks. Bats must bear one of these three marks and must not be listed on USA Softball’s Non-Approved Bats With Certification Marks, a list that is available at www.usasoftball.com.

Junior Colleges Choose Diamond as Official Baseball; Extend Spalding Basketball and Dudley Softball Agreements The National Junior College Athletic Association (NJCAA) has announced a five-year agreement with Diamond® as its official baseball and renewed contracts for five years with Spalding® for basketball and Dudley® for softball.

Diamond's signature DI-PRO® Low Seam model will serve as the official baseball. The agreement calls for use of the DI-PRO® Low Seam model for all regional, district, and national championship competition throughout all three divisions of NJCAA baseball.

"The NJCAA is pleased to partner with Diamond® and its pristine reputation throughout the game of baseball," stated NJCAA President & CEO Dr. Christopher Parker. "The DI-PRO® Low Seam model will provide student-athletes with a top-of-the-line product that ensures the highest level of competition. The association looks

NCAA Allows Wrestlers to Compete in Shorts Designed for Sport The NCAA Playing Rules Oversight Panel approved allowing wrestlers to compete in shorts designed for the sport and removed all language in the sport’s rules book regarding the length of a wrestler’s hair. The changes are effective for the 2019-20 academic year. NCAA Wrestling Rules Committee members wanted to make the rules for hair less rigid and provide an additional option for the competition uniform.

Previously, wrestlers could compete only in traditional singlets with or without full-length tights or form-fitting shirts and shorts.

forward to a quality relationship with Diamond® and its signature product."

Spalding®, the parent company to Dudley®, initially partnered with the NJCAA in 2013 as its Official Basketball. Dudley® has served as the Official Softball of the NJCAA since 1983.

"Spalding and Dudley's longstanding partnership with the NJCAA has proved to be a great relationship for both sides," Parker said. "The contract renewals are a testament to the quality products provided to our membership from both Spalding and Dudley. Our studentathletes will be able to continuously compete at the highest level thanks to our partnership with both parties."

NSGA NOW ®

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Continued on Page 24 September / October 2019 | 23

LOCKER ROOM NOW Continued from Page 23

NJCAA member institutions from around the country will continue

performance requirements related to weight, density, size and

to utilize Spalding's TF-1000 Legacy product that is cushioned for

other quality controls.

control and built for a true bounce.

NOCSAE will continue to provide updates on this issue as new

Dudley's NFHS THUNDER HEAT® Fastpitch Softball will continue to be

information becomes available. Additional information on all

the primary ball for all NJCAA student-athletes on the softball diamond.

NOCSAE standards is available at www.nocsae.org.

NOCSAE Issues Warning to Avoid Purchasing “KSONE” Brand Lacrosse Balls

NFHS Unveils New Logo The National Federation of State High School Associations (NFHS)

The National Operating Committee on Standards for Athletic

Centennial Celebration in early July in Indianapolis.

unveiled its new logo to its membership at the close of the NFHS

Equipment (NOCSAE) is warning lacrosse players, coaches and teams

“As we celebrated our first 100 years, we felt it was important to

to avoid purchasing or using lacrosse balls with the “KSONE” brand.

establish a new look that would signify our ever-increasing role

NOCSAE has determined that lacrosse balls bearing the “KSONE”

as the national leader in high school sports and performing arts

brand are being sold and distributed with the NOCSAE name and/

programs,” said Dr. Karissa Niehoff, NFHS executive director.

or the Safety Equipment Institute (SEI) logos that indicate the ball is properly certified and meets NOCSAE standards. However, there is no version of “KSONE” brand lacrosse balls that meets the NOCSAE standard or has been certified by SEI. These balls may be sold online with a promo that states they are “independently certified.” This is a false and misleading statement.

NOCSAE encourages consumers that have purchased these products to contact the company, store or website that sold the balls. Consumers should not rely solely on the presence of onball marking to assess whether lacrosse balls meet the NOCSAE standard. To ensure products have been certified to the NOCSAE standard, NOCSAE recommends checking the name of the manufacturer and the ball model against the certified product list available on the SEI website (www.seinet.org).

Without proper testing and certification to the NOCSAE standard, lacrosse balls could pose safety risks for players. US Lacrosse, the National Collegiate Athletic Association (NCAA) and the National Federation of State High School Associations (NFHS) require that all balls used in lacrosse games meet the NOCSAE standard to help protect players from potential safety risks. In addition, all three governing bodies strongly encourage the use of balls that meet the NOCSAE standard for practice games. The NOCSAE standard for newly manufactured lacrosse balls includes specifications and 24 | NSGA NOW ®

>> September / October 2019

Ohio to Have Girls State Wrestling Tournament for 2019-20 The Ohio High School Wrestling Coaches Association voted unanimously to sponsor a girls state wrestling tournament for the 2019–20 season.

The Ohio High School Athletic Association has held individual state wrestling tournaments for boys since 1938, and in 2013 it added the state team dual wrestling tournament. In past years, girls were permitted to compete with boys in Ohio high school wrestling. Last year there were more than 200 females who wrestled for their high schools in Ohio.

Old-Time Values Blend with New Technology Competing with big-box retailers has become par for the course for SMBs. One sports retailer is using a retail management system to remain true to its customers and increase sales.

Retail trails behind only cable as the industry with the largest proportion of customers who will stop doing business with a company that has poor customer service. For Omega Sports, a family-run retailer with 14 stores across North Carolina, commitment to community and customers has been at the heart of the company since opening in 1978. Craig Carlock, CEO of Omega Sports, says that retailers must maintain good customer service and find ways to participate in the evolution taking place in the retail sector. Maintaining this balance requires retailers like Omega to remain fluid and find new ways to successfully compete.

“The Celerant retail system is basically Omega Sports’ central nervous system,” he says. “We don’t do anything without a set of data — we don’t change a price, we don’t issue a purchase order, we don’t take a refund, we don’t bring in a new item, we don’t set up a new vendor without working with Celerant.”

Employing 240 full- and part-time associates, Omega’s purpose is to fit customers with the right gear, from running shoes to baseball bats. Essential to operating the stores, which range in size from 5,000 to 8,000 square feet, is good inventory control. But the legacy retail management system (RMS) Omega relied upon did not offer insight to help store managers know which items were selling well, which should be reduced for sale, and which should not be brought into the store at all.

“So from a planning perspective, Omega could not effectively compete in today’s marketplace,” says Carlock.

Benefits to the Brick-and-Mortar Business That data has had a significant impact on Omega’s physical stores. Carlock says he now tracks sales at the store level down to the hour, which enables him to optimize store hours and increase sales. “That is definitely an advantage that has gone straight to our bottom line relatively quickly.”

The Power of Data Like any SMB, Omega competes against the area’s big-box retailers. Omega does this effectively by retaining its traditional customer service values and using technology to seek new avenues of opportunity and growth.

“When you have competition, it makes you ask what you can do to compete as effectively as possible,” says Carlock. “One way is to use all the potential tools available, and data is one of those tools. We want to put that data to work.”

Many SMBs invest in people and product, but as technology improves it is becoming apparent there is tremendous opportunity to build the business through better systems and better access to data. Carlock understands this, so, in September 2016, Omega implemented the Celerant retail management system, which includes both a point of sale (POS) and purchase order system, as well as the ability to monitor inventory and maintain and retrieve data.

He adds that data related to purchasing behavior, fast- and slow-selling items, and even which items are selling in certain parts of the state or on certain days of the week all resides in the RMS. “This is a rich set of data that can help a business if it's thoughtful about using it,” he says.

www.omegasports.net Greensboro, NC Independent Retailer since 1978

www.celerant.com 718.351.2000 Staten Island, NY Atlanta, GA Westminster, CA Arlington, TX Point-of-Sale & eCommerce Provider since 1999.

“Understanding which items are selling, reducing our exposure to items that aren’t selling, optimizing our hours, and knowing which emails generate sales are combining to help us effectively compete against those larger-box retailers,” says Carlock.

In addition, Omega has set up email promotions that appeal to different consumers on different days of the week. The RMS maintains a database of 140,000 customers who voluntarily signed up to receive email communications from Omega. The retailer emails them periodically to alert them about new items in the stores, seasonal promotions, and even safety tips. Carlock says this has yielded substantial sales.

“Being an SMB retailer, a big factor for us has been to determine how we can handle all of this while staying within our budget, which is of course much more conservative in comparison to our big box competitors,” says Carlock.

“Our decision to partner with one technology vendor to provide all aspects -- our stores, the new website, email marketing, as well as search engine optimization services -enables us to overcome that challenge.

Having one software partner also minimizes my teams back-and-forth and support interactions, resulting in more efficiency across the board.”

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MEMBERSHIP NOW Celebrating 70 Years of Success at Shepherd & Schaller Shepherd & Schaller is celebrating its 70th anniversary as a destination for sporting goods in the central Wisconsin community of Wausau.

Owner Robb Shepherd has continued the successful tradition of service and expertise started by his father Allen Shepherd and uncle Stanley Schaller in 1949. Robb Shepherd, who is a member of the National Ski & Snowboard Retailers Association (NSSRA) Board of Directors, took time to share some of his thoughts and memories about his family’s business with Julie Pitts, the Business Development Director for the National Sporting Goods Association and the President of NSSRA.

Q: A:

What have been some of the keys to Shepherd & Schaller’s success for 70 years?

>> R obb Shepherd, Allen "Shep" Shepherd, Dorothy "Dottie" Shepherd and Gulf War General Norman Schwarzkopf, who spoke at the 1992 NSGA Trade Show.

Our 70-year history is only possible because of our response

was the only kid in the park and felt like a king in the front seat of

to local market needs, new trends and to the relationships

a double-decker bus while driving to Walt Disney’s private dining

we’ve built with customers, community stakeholders, suppliers and

room for the Board’s dinner! The walls of my office are covered

supporting organizations, including the NBS (Nation’s Best Sports)

with dad’s NSGA photos and plaques: dad with California Governor

buying group, NSSRA and NSGA. Business gets harder each year

and future President Ronald Reagan, General Colin Powell, General

but it’s never less rewarding.

Norman Schwarzkopf (I’m even in that photo). NSGA really had

Q:

some amazing keynote speakers!

How old were you when you started working at Shepherd & Schaller? When did you know you wanted

to be such a big part of the business your father built?

A:

I was 11 years old when I started working here at the store.

My dad and uncle were both World War II vets and my dad’s military career is what landed him in Wausau, where we are today. While in Europe, one of dad’s responsibilities was leading recreation for morale. I always wanted to work in sporting goods/recreation

My first jobs were sweeping, breaking down cardboard,

because of the balance it provides every part of life. Our family table

taking out trash and hauling hundreds of boxes of ski boots. I

prayer is unique. I think dad made it up: “Thank you God for today,

knew I wanted to partner with my father, Allen “Shep" Shepherd,

for food, rest, work and play.” That kind of sums it up.

who opened the business with my uncle in 1949, when I was in

Q:

middle school.

I have four siblings and five cousins, all of whom worked a little in the store while growing up. They all passed on making it a career, though, so I made a promise to my dad when I was about 15. Dad and uncle Stan made it 40 years without me, and I just couldn’t let their blood, sweat and tears go to waste. I bought the business in

How has Shepherd & Schaller evolved with competition from Internet sales and the big box chains? How has

your product mix changed through the years?

A:

Shepherd & Schaller started out stocking anything to do with recreation: athletics, hunt, fish, camp. We engraved

trophies, filled dive tanks, drilled bowling balls. As big box stores

1988 when I finished college. I knew it would be a 24–7 job.

moved into town in the ‘90s, along with the Internet, we had to let

Q:

a lot of categories go. Now, we focus on Outdoor Specialty, with a

Your dad was very involved with NSGA as a member of its Board of Directors. What are some of your

favorite memories of going to NSGA shows and how did that inspire you to become part of the sporting goods industry?

A:

full-time ski and bike back-shop, rentals and a huge inventory of clothes and shoes.

In the ‘90s we started attending several ski swaps each year and created an in-house event called Dungeon Sale, where we sell

I accompanied dad to an NSGA show in Anaheim, California

used ski and snowboard gear on consignment. It's the biggest four

in the mid-‘70s. We visited Disneyland. It was after hours. I

days of our year, beating out the first 10 days of December. We

26 | NSGA NOW ®

>> September / October 2019

launched ShepsSports.com in 2011. Our local customers use it as an on-line catalog to pre-shop and our out-of-state sales grow each year, though we don’t expect it to grow to the point we originally

Q:

How important has it been for you to serve the industry as a member of the National Ski & Snowboard

Retailers Association (NSSRA) Board of Directors? What are

hoped for. Amazon, backcountry.com and supplier sites are just

some of the key issues facing NSSRA members?

too big to complete with.

A:

Q: A:

What separates Shepherd & Schaller from those competitors?

We separate ourselves from big box store and online competitors the same way other successful local shops

do with expert customer service and quick response to changing trends. We try to stay tuned-in to changing customer expectations

and one surprising example is that we started closing Sundays in the summer to give our staff a break and more work-life balance.

Thank you, Millennial!

It goes hand-in-hand with stocking our shelves with brands who walk the walk with us. We used to laugh when repurposing became a buzzword because a look around our building will show that we are all about recycling and repurposing! Our building is 120

I’ve been privileged to serve my fellow NBS members through the ‘90s on the Winter Hardgoods Screening

Committee (and Theresa on their Softgoods Screening Committee), my local Board of Education for 12 years, various Wausau steering

committees and boards (Theresa, too) and recently with the Board of Directors of NSSRA. When we met in June in Chicago, the NSSRA Board discussed a number of challenges including the need to create a level playing field with Internet competitors, Pro Form abuse and our role as a unified voice for independent retailers. A few of the topics we feel the need to address include trade show date selection, business and health insurance.

Q:

What drives you to keep Shepherd & Schaller as a destination for outdoor enthusiasts in the Wausau

area and Wisconsin?

decor wasn’t purchased, it was gathered from the closet. Integrity

A:

is important to us at every level.

advocate and support. Those are things big box stores can’t do in

Q: A:

quite the same way. I can’t believe it’s been 31 years since I bought

years old (and not always easy to live with), our office desks were rescued from a neighboring bank remodel and our vintage display

Do you have family continuing the tradition of working at Shepherd & Schaller?

There won’t be a third generation of family owner-operators

I think every community needs a local outdoor expert, to not only to sell the gear people want and need, but to

recommend local destinations and resources, lead local events,

the business. Time flies! I’ve got several more years in me and the support of a great team, so I think Shepherd & Schaller will continue to serve Wausau’s outdoor community for a long time to come.

at Shepherd & Schaller, but I was able to convince my wife Theresa to leave her career in marketing/promotion to join me as soft goods buyer in 1999. She heads up our merchandising and displays, which are nothing like they used to be, and spends a lot of time searching for complementary merchandise. Dad would roll over if he saw the wool pillows, jewelry and home decor things she brings in! Our customers love the little extras. Theresa also handles everything to do with our website and social media and is training staff to take over more each season Our kids worked at the store in their teens but Theresa and I agree they are better off in careers that fill their souls. Our daughter is a teacher and our son is an engineer, though they both help out when we need them. And the truth is, when a tough situation rolls around, it’s been great to bounce ideas off our kids, because they have a unique perspective to help us work through challenges and see things from another side.

>> Theresa and Robb Shepherd NSGA NOW ®

>> September / October 2019 | 27

SAVE THE DATE NSGA 56th Annual Management Conference & 22nd Annual Team Dealer Summit

May 17-19, 2020 Sheraton Grand at Wild Horse Pass Phoenix, Arizona