Strength Equipment ISSUE 1610 | March 7, 2016
The Weekly Digital Magazine for the Active Lifestyle Market
CEO Group Publisher James Hartford jhartford@sportsonesource.com 303.578.7004
Editorial Director David Clucas clucas@sportsonesource.com 303.578.7007
THE INTERSECTION OF CAREER AND LIFESTYLE THE RIGHT TALENT IS EASY TO FIND IF YOU LOOK IN THE RIGHT PLACE
Senior Business Editor Thomas J. Ryan tryan@sportsonesource.com 917.375.4699 Associate Editor | Sports & Fitness Editor Jahla Seppanen jahla@sportsonesource.com 303.578.7008 Contributing Editor Charlie Lunan clunan@SportsOneSource.com 704.996.4463
Art Director Chris Loving-Campos chrislc@sportsonesource.com Media Sales Buz Keenan buz@sportsonesource.com 201.887.5112 Circulation & Subscriptions admin@sportsonesource.com 303.997.7302 SGB Media Print Magazine: SGB Magazine Digital Magazine: SGB Weekly Executive Newsletters: Sports Executive Weekly, The B.O.S.S. Report Email Updates: SGB Today Daily Emails: SGB Update, SGB Apparel, SGB Footwear, SGB Outdoor, SGB Hook & Bullet, SGB Sports & Fitness SportsOneSource Research SSI VantagePoint, SSI Research, SSI Data Career Services SGBJobs.com
HOW TO REACH US
SportsJobSource reaches the most connected, best informed, and highest caliber professionals in the active lifestyle market. For more information call 303.997.7302 or email SportsJobs@SportsOneSource.com
SGBJobs.com Powered By
SportsOneSource.com | 303.9977302
LETTERS TO THE EDITOR: SportsOneSource, 1075 E. South Boulder Road, Suite 300, Louisville, CO 80027 or email SGBMedia@SportsOneSource.com. Letters and emails should include full contact information. We reserve the right to edit letters for clarity and brevity. Send manuscripts and photographs to SGBMedia@SportsOneSource.com or to Submissions Editor at the address above. The publisher assumes no responsibility for unsolicited material.
Copyright 2016 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers and contributors to SGB WEEKLY are not necessarily those of the editors or publishers. SGB WEEKLY is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB WEEKLY may not be reproduced in whole or in part without the express permission of the publisher. SGB WEEKLY is published weekly by SportsOneSource.
Powered by
1075 E. South Boulder Road • Third Floor Louisville • CO • 80027 SportsOneSource.com | 303.997.7302
Strength Equipment ISSUE 1610 | March 7, 2016
The Weekly Digital Magazine for the Active Lifestyle Market
Photo courtesy Harbinger
MARKET REPORT 5 By The Numbers 6 Industry Events: Homemade Bikes, Competitive Photography in the Dolomites, Tel Aviv Marathon… 7 Movers & Shakers Cover photo courtesy Hammerhead
8 Fast Five: Hot Products That Caught Our Eye This Week 19 Industry Calendar
ONE-ON-ONE 10 Bryan Pate & Brent Teal, Founders, ElliptiGO
GIVING BACK 13 Doug Gordon’s Countrywide Trek for Physical Education
ACTIVE LIFESTYLE STRENGTH EQUIPMENT 16 Building a Smarter Beast MARCH 7 | SGBWeekly.com
3
4 SGBWeekly.com | MARCH 7 , 2016
MARKET REPORT
BY THE NUMBERS
12.6 Percent Decline in golf rounds played in January 2016, according to Golf Datatech. Declines were seen out West, with gains in the East, likely due to a cooler, wetter winter in the former, and a drier and warmer winter in the latter, versus a year ago.
$73.9 Million Loss Posted by Crocs Inc. for the fourth quarter, reflecting restructuring efforts and a decision to increase clearance sales amid a promotional climate.
60,000 Square Feet The size of Gander Mountain’s newest store in Frisco, TX, scheduled to open this fall. The national hook & bullet retailer has 162 stores in 27 states.
113 Years The ripe old age the National Wildlife Refuge System turns on March 14. Managed by the U.S. Fish and Wildlife Service, refuges provide vital habitat for thousands of species, and access to pastimes from fishing and hunting to nature watching, hiking, biking and boating.
$210 Million Proposed purchase price of Hydro Flask by Helen of Troy Limited. The deal for the active lifestyle hydration brand represents 12 times its 2015 EBITDA and about three-times the estimated $65 to $70 million for 2016 sales.
27.7 Percent Americans remain “inactive” according to the 2016 Participation Report published by the Physical Activity Council. The good news: that’s down from last year’s 28.3 percent. Inactivity decreased for most age groups, with 13 to 17-year-olds having the biggest drop.
MARCH 7 | SGBWeekly.com
5
MARKET REPORT INDUSTRY EVENTS
WISH YOU WERE HERE…
The Scene From Industry Events Around The World
Best In Show Blackcat Mountain Bikes Photo courtesy NAHBS.
King Of The Dolomites Best Action Photo by Sverre Hjørnevik
Snowshoeing the Rockies Photo courtesy Olivia Odez, Odez Designs
I
t’s time to get out of the office. Some of the great perks of working in the active lifestyle industry are the endless events to get us on our feet and moving with brands, experts and athletes. Whether it’s a trade show debuting new bikes, a marathon in the big city, or a kayaking demo at your local specialty retailer, we’re going to bring you a taste every week of the fun industry events happening worldwide. And for that we need your help. Send us photos and descriptions of your brands’ most recent events to sgbmedia@sportsonesource.com and we’ll showcase them here. Big or small, we want to see the social happenings you’re supporting and attending to get the community active! Here are a few highlights from the field last week. NORTH AMERICAN HANDMADE BICYCLE SHOW Established in 2005, The North American Handmade Bicycle Show held its annual show this year in Sacramento, CA, February 26-28, bringing together handmade bicycle frame builders from all over the world. The NAHBS is now the largest and most widely accessible destination for frame builders to share their passion with cycling enthusiasts and supporters, officials said. KING OF THE DOLOMITES Next stop on our event world tour is the famed Dolomite mountains in Northern Italy, where Arc’teryx wrapped its fifth annual King of the Dolomites “freeride” photo contest. The event attracted 150 photographers and riders from ten countries competing to get the best shot within the two-day shooting window. The result was an impressive number of stunning pictures. TEL AVIV 2016 MARATHON The Tel Aviv 2016 Marathon took place February 26 with 40,000 runners participating in the biggest international sports event in Israel. The 6 SGBWeekly.com | MARCH 7 , 2016
Tel Aviv Marathon 2016. Photo courtesy Ronen Topelberg
Relocating entire office by bicycle. Photo courtesy BikeMass
number of international runners increased by 20 percenet this year, officials said, with 2,500 running the full marathon, 12,000 running the half, 19,000 running the 10k and 5,000 running the 5k. SNOWSHOEING THE ROCKIES WITH ZAMST, TASKAND TRIGGERPOINT In the snowy mountains of Estes Park, CO, media and members of Zamst, Tasc, TriggerPoint and SMACK! Media met for a snowshoeing expedition, led by five-time Everest Mountaineer, Melissa Arnot (Zamst and Tasc sponsored athlete) and adventurer and mountaineer, Jeff Evans (Tasc sponsored athlete). Attendees wore Tasc super-soft bamboo merino wool base layers while Zamst distributed their newest product, the Filmista ankle support with a second skin feel, to test during the trek. TriggerPoint provided NANO Foot Rollers and the new MB5 Massage Ball for some pre-snowshoe self-massage. After downing a couple Justin's nut butter squeeze packs, guide Mike Caldwell (father of climber Tommy Caldwell) led the group into Rocky Mountain National Park. The two-hour excursion was broken up by a KivaSun Foods bison jerky snack at Dream Lake. RELOCATING ENTIRE OFFICE BY BICYCLE Last weekend, the Massachusetts Bicycle Coalition (MassBike) relocated their office entirely by bicycle into a new collaborative workspace. With a group of volunteers, MassBike and friends amassed a fleet of trikes, trailers and cargo bikes to get the job done. With bicyclists representing various advocacy groups including the Boston Cyclists Union, the Somerville Bicycle Committee, CommonWheels, DotBike, and SouthieBikes, MassBike was able to complete the move quickly and efficiently all in one trip! The process even allowed time for an impromptu strategy session in the new office space, with discussion focused around a variety of issues that impact bikes around the Bay State and how the groups can work together.
Let's Get
MOVERS & SHAKERS Adidas reached a multiyear partnership with running back Chris Johnson of the Arizona Cardinals FeraDyne Outdoors, LLC, named Todd Seyfert as its CEO. Seyfert brings more than 20 years of experience in the outdoor and hunting industries. Gold's Gym expanded its team, hiring Adam Zeitsiff as Chief Information Officer and Craig Sherwood as Senior VP of Franchising, in efforts to enhance member experience. Inov-8, makers of all-terrain footwear, apparel and gear, hired Jim Howard as U.S. General Manager, to lead U.S. Sales, Marketing and Operations from Inov8 headquarters outside of Boston. Lumo Bodytech, creators of the Lumo Run smart shorts and wearable sensor, partnered with worldrenowned triathletes Mark Allen and Meredith Kessler. MBT USA, Inc. added Robb Finegan as Senior Sales and Marketing Representative for the Midwest region. Notogroup Executive Search, an innovative boutique search firm specializing in consumer products recruiting, welcomed Meredith Nickoli as its newest Executive Recruiter. Olin Corporation, the parent of Winchester, said John E. Fischer, Olin's President and COO, has been elected by the board of directors to succeed Joseph D. Rupp as Olin President and CEO, effective May 1, 2016. Pacific Market International hired former Sales Manager at The North Face, Dan Miller, as the Stanley brand’s Eastern Regional Sales Manager. Running USA, the national non-profit trade organization for running events and businesses, promoted Christine Bowen to VP of Programming and Operations. Sterling Rope Company, Inc. entered an agreement with pro sport-climber Alexander Megos. Moving forward, Sterling will be Megos' official rope sponsor. Taurus Holdings, Inc. promoted Carlos VazquezPausa to Director of National Sales. Vazquez-Pausa will expand his role within the sales function for the Taurus, Rossi and Heritage product lines. The Chill Foundation named Alex Bornstein as its new Executive Director. Uhlsport USA and Toronto FC goalkeeper Clint Irwin finalized a partnership that will see Irwin remain as Player Representative through 2017.
MARCH 7 | SGBWeekly.com
7
Social
@SPORTSONESOURCE
MARKET REPORT FAST FIVE
There is no shortage of new product debuts in the industry, so we’re here to help your business work through the weeds. Here are five cool new products that caught our eyes this week and why we think they’re hitting the right trends:
Arc'teryx Veilance Arris Jacket
Hults Bruk Aneby
ARC’TERYX VEILANCE ARRIS JACKET Arc’teryx is headed to the city. Like many others, the Vancouver, CA-based core outdoor brand has identified the need for high-end performance for urbanites. It’s not like it doesn’t rain or snow on the way to work in New York City. The Arc’teyx Veilance collection debuts this spring with a minimalistic aesthetic and top-notch technical performance. The Arris Jacket, $850, is built with Gore-Tex’s quiet and softer, threelayer C-Knit technology and a 1.6mm micro seam reduces weight and bulk. Our only beef… the collection debuted for men only. Come on Arc’teryx … it’s 2016. FENTY PUMA TRAINER BY RIHANNA Fenty Puma By Rihanna, $180, was introduced on the catwalk in a bold display of how outdoor and athletic wear has crept into high-fashion orbit. And we love that. Especially when the radical runway looks are made available to regular consumers like you and me, as is the case for the
8 SGBWeekly.com | MARCH 7 , 2016
Fenty Puma Trainer by Rihanna
The North Face Backyard Collection
Field Trip Jerky Roasted Sesame
Fenty Trainer shoe. And we’re not the only ones who think these kicks are fire. Launched on February 26, the shoe is almost completely sold out D2C on puma.com. THE NORTH FACE BACKYARD COLLECTION USA! USA! USA! The Made-in-America trend continues to gain steam, and in its second year, The North Face’s Backyard Project has scaled production nearly 15-times. The brand tapped new partners across the United States and evolved production to bring eco-preferred fashion to more consumers. It’s new collection of tshirts and hoodies debuted March 1. One hundred percent of the cotton used for The Backyard Project was grown in the United States, ginned in California and Arizona and spun into yarn in South Carolina, before being dyed, cut and sewn in Los Angeles. HULTS BRUK ANEBY Back to the badass basics. This stout hatchet was
designed by Hults Bruk for considerable power and leverage when used with one or two hands. The hand forged 1.75 lb. steel axe head is paired with a 20-inch American hickory handle, and we like that compromise between size and utility. The Aneby packs enough hooah! to process firewood effectively, while still being compact and light for backpacking, hunting or camping. The rounded poll on the axe head and finger notch at the neck make carving tasks comfortable too. Overall win for $154. FIELD TRIP JERKY ROASTED SESAME Athletes and active consumers require proper fuel for their pursuits, but there’s been push back against over-processed gunk and unpronounceable ingredients. All natural alternatives are trending and protein-packed jerky is making a comeback in some fanciful flavors. Field Trip Jerkry’s newest flavor is Roasted Sesame, $6.50, for combination of savory and sweet in 80 calories.
Nominations Are Open The 9th Annual SGB 40 UNDER 40 Awards Eligible candidates must be born on or after January 1, 1974. Nominate your peers at SGB40under40.com through March 11. Finalists will be honored in the spring issue of SGB
Book your sponsorship package. Call Buz Keenan 201.887.5112 or email Buz@SportsOneSource.com
2016
PRESENTED BY
MARCH 7 | SGBWeekly.com
9
ONE-ON-ONE
Bryan Pate & Brent Teal ElliptiGO founders bring low-impact workouts to the outdoors. By Jahla Seppanen
Brent Teal, Co-Founder, ElliptiGo
B
ryan Pate got the idea for the outdoor elliptical, dubbed the ElliptiGO, in a windowless office gym surrounded by federal marshals at his first post-law-school job. Pate tell us he had spent much of his life training and competing in triathlons, until running became a pain, physically. Taking his workouts to indoors then became a pain mentally. In the stuffy gym, trying to push so hard as to break the elliptical, he asked himself, “is this the rest of my life? Stuck in this little room, watching Fox news during my workouts?” In the pursuit of translating the elliptical to the outdoors, Pate assumed it was already a thing. “I googled it and actually got frustrated when it didn’t exist,” he told SGB. Pate took the idea to a former co-worker at Palomar Technologies, Brent Teal, who holds a mechanical engineering degree and is also an avid runner and triathlete (the two used to train together during their days at Palomar). “From our shared love of training, we wanted to create something that wasn’t just a novelty. Where you could do a 5- or 6-hour intense ride and not have the adverse physical effects as you would on a long run.” Seeing an ElliptiGO jet across your peripherals may at first appear as a funny fitness gizmo, but the machine has become a high-intensity training modality for top athletes and former athletic diehards. A large percentage of 2016 Olympic Marathon Trial contenders
10 SGBWeekly.com | MARCH 7 , 2016
Bryan Pate, Co-Founder ElliptiGo
integrated ElliptoGO training in their prep. The biggest being Meb Keflezighi, who became the oldest man to win the Olympic Trial when he was 36, and will now be the oldest athlete from the United States to go for the Olympic marathon win at the ripe age of 40. Skechers, a footwear sponsor of Keflezighi, recently re-sighed the athlete in a contract that extends another 8 years, so there’s no doubt the aging runner is still a cheetah on the turf. “Meb was pretty close to retiring after the 2012 Olympics,” said Pate, whose knowledge of everything run/bike is extensive. “That’s when he starting using our product, and he credits it with helping extend his running career.” “I always say age is just a number, but I do have to modify my training now and that’s where ElliptiGO has been a great asset to me,” Keflezighi agreed. “If you can stay consistent and healthy, you will perform. Since there’s no impact on the ElliptiGO, I use it for extra mileage and integrate it into my training. I don’t wait until I get injured to get on it.” Other 2016 Olympic Trial contenders who used ElliptiGO training were Craig Leon, Matt Llano, Tim Ritchie, Clara Santucci, Renee Metivier Baillie, Brianne Nelson, Adriana Nelson and Kristen Zaitz. But before the fame and glory, ElliptoGO Founders Pate and Teal had to break the machine into a somewhat traditional market, where bikers and runners are quick to take a side when it comes to preferred training equipment.
Photo courtesy ElliptiGo
Success boiled down to finding the right selling model, correcting misconceptions and knowing how to make a low impact activity highly intense. How did you determine the right selling model? Teal: We looked where the industry was headed, and decided on a hybrid approach. Giant, Pinarello, Trek, all go direct-to-consumer. This will be the model for the bike industry in the future, so we drew from that, knowing our product is a sibling of the bicycle. But at the same time, there’s a real place for specialty retail in our industry. Pate: Plus, specialty retail is the most efficient way to get someone to try our product. Since our vehicle is so different, we need people to get on one. At the same time, many people are located in remote areas away from our 250 dealers. They are used to buying things online, untested, based off reviews. You talk about getting someone on an ElliptiGO to understand the product. What are the most common misconceptions of the vehicle? Pate: One, that it can’t climb hills. So wrong. Pikes Peak Bike Race had an elliptical rider who was a Cat 5 cyclist and he finished third out of 100-ish Cat 5 racers. The machine has also been used at the Death Ride in the Sierras, which is 1,500-plus feet of climbing. Teal: The thing climbs. Pate: Second misconception is that it’s hard to ride and balance. Also wrong. It’s stable because of its long wheel base, and it’s more comfortable to be standing up than in the saddle of a bike … which is an absolute pain after 30-plus miles. People go in with a lot of trepidation, but they get elated to see they can ride with ease. The other biggest misconception is cost. You can buy cheap bikes from Walmart if you don’t want an expensive one, but the market for elliptical bikes has less variety. People are unwilling to spend a lot for the models we have and get disappointed that the machine is so expensive. Teal: People have no idea how much a quality bike costs and they see it as extortion. When we were making prototypes, my old landlord said, “no one will spend $2,000 on a bike.” Then his son showed up on a Litespeed that costs around four grand.
Pate: But we’re adapting. With our newest launch (The Arc) where was so much white space in the industry where we could have taken the next model. We decided to bring it to a place where you can get a very good workout in a much less expensive package. Teal: This also makes it easier bringing people in who aren’t used to vehicle pricing. This could be a runner who has wear and tear on their body and needs to lower impact training option with the same exertive spend. They’re used to paying for a pair of shoes versus a machine. You found the sweet spot between hard training that doesn’t destroy the body. How? Pate: We walk the line between cycling and running. The cardio output is much higher than a bike, but impact is almost nonexistent compared to running. High impact is almost always the cause of injury and early retirement in runners. Teal: In the beginning, my side was to designing proof of concept and designs on a shoe-strings budget. Living in a house by the beach, making welding fixtures out of plywood, riding rickety mechanical test drives around the neighborhood, I found that the key to mimicking the sensation of running was in stride length and return kick. You need a long enough stride length and a steep recovery slope, much like Octane’s Zero Runner, which they’ve had a lot of success with. With indoor ellipticals, the stride length was short and return kick wasn’t steep enough, which is great for watching TV but falls short if you want to feel like you’re running. Is there any fear that ElliptiGO would become a shot-lived fad? Pate: Galen Rupp (No. 1 finisher for the Men’s 2016 Olympic Marathon Trials) trains on a custom low-impact underwater running immolation trainer, and other top Olympians have for some time used low-impact machines from HydroWorx. Replicating the experience of running without the impact has very much become a part of the elite runner strategy. Plus, millions of people have to quit running every year because of impact, and the alternative is either cycling, which is ergonomically uncomfortable and not that efficient from a time standpoint, or going indoors. We deliver a solution and want to see people training hard and doing it long past their 20’s. MARCH 7 | SGBWeekly.com
11
Actionable Weekly Sales Trend Reporting for the Active Lifestyle Market To schedule a personal demo or to learn more about the SSI Data Point-of-Sale trend-reporting platform, contact SportsOneSource Client Solutions at 303.997.7302 or email Solutions@SportsOneSource.com or visit SSIData.com
Powered By
SportsOneSource.com | 303.997.7302
12 SGBWeekly.com | MARCH 7 , 2016
GIVING BACK
Doug Gordon’s Countrywide Trek For Physical Education Inspiration often comes from a few sources. In Doug Gordon’s case,it was a life-changing event, long-simmering frustration,and a small joke. By Thomas J. Ryan
O
n February 15, Doug Gordon, a sporting goods industry veteran, set off from a beach at Charleston, SC for a cross-country ride to promote getting daily physical education (P.E.) back into all U.S. schools. Supported by his wife, Shari, and their three-year old golden doodle, Chase, in a rented RV, Gordon, 61, hopes to reach the Pacific Ocean near San Diego by mid-April. To draw attention to the need for daily P.E. in all U.S. schools and to raise funds for PHIT America’s GO! Grants program (which helps fund elementary school P.E. programs), Gordon is challenging other industry leaders to do their part by supporting his fundraising effort. Companies and fellow executives can financially support Gordon’s journey in one of three ways: • Log onto ridedougride.org and pledge a lump sum; • Pledge a certain amount per mile; or • Give directly to PHIT America. “I owe everything I have and who I am to this industry and the dedication to fitness it represents,” Gordon told SGB. “And I also know firsthand how important being active is to America. So I just thought to not do everything I can to get the word out would be totally irresponsible.” Like many audacious sports quests, Gordon’s plunge to commit to the 2,678–mile, coast-to-coast journey required a few motivational steps. The first was his exit in late January from Speedo, where he had been vice president of sales
Doug Gordon Ready to roll onto Hallendale, MS
for 14 years. His departure was partly prompted by PVH Corp.’s acquisition of The Warnaco Group, the parent of Speedo, in February 2013. Gordon wound up renting an apartment to be close to Speedo’s Los Angeles headquarters but ultimately wanted to be closer to his home in Mt. Pleasant, SC. He also started itching to try something new after his long stay at Speedo. “I really enjoyed working for Speedo and they’re doing great things, but I came to a point in my career where I started thinking about what other opportunities were out there,” Gordon said. The small joke was one Gordon had been sharing with Speedo USA President Jim Gerson as he was contemplating his departure. As the months to his exit were winding down,
Gerson would joke, “When you’re done, you’re just going to take your ball and go home.” Gordon eventually answered back, “Maybe I’ll take my bicycle and ride home.” That mushroomed into a bigger idea of organizing a charity ride to support PHIT and directly addressed Gordon’s long frustration around the inactivity levels of Americans. Gordon had been actively involved in supporting "Get Speedo Fit," which promotes swimming as a more effective way to exercise when compared to other activities like going to the gym, running, or playing sport to keep fit. He also long attended board meetings and leadership conferences over the year to gain a deep understanding of the importance of getting MARCH 7 | SGBWeekly.com
13
kids involved in sports at an early age. According to the Physical Activity Council, Americans who participate in P.E. in school remain active years later, twice as active as those who did not. He long heard of the continued declines in team participation, cuts in P.E. and recess, troubling obesity rates and sluggish overall activity levels. Although he understands many of the causes, Gordon still felt the benefits of fitness and playing sports weren’t being fully heard. Well beyond just improving one’s health, the benefits include building character and confidence, learning about teamwork, and even improving academic performance for students. Moreover, the situation only appears to be getting worse. “This is just about being active,” Gordon said. “Studies find that this may be the first generation that may not live as long as their parents and that’s just shocking to me with all the advances in medication.” Gordon added he had become frustrated over the years that even though everyone he would talk to felt supporting of the PHIT Act was a “no brainer,” the legislation continually faced hurdles. “Everyone agrees but it just wasn’t happening fast enough for me,” he said. “So I just felt that if I can show I can do this cross-country trek at 61, anyone can do it. If I ride 68 miles in one day, maybe it would inspire you to be active for 68 minutes. Just get people moving, walking etc. Again my goal is just to get people active and where it goes from there is up to each individual.” Although he had long been active, Gordon picked up the pace over the last two years in the gym and elsewhere and also started biking and taking spinning classes. Said Gordon, "Biking came naturally to me and I felt stronger afterwards." The cross-country trek turned out to be more complicated than Gordon thought. An initial plan to head from west to east was scuttled by treacherous weather patterns
Road less traveled in Mississippi.
linked to El Niño. Gordon hunted to secure maps documenting bikefriendly routes across states by others who had attempted the trek. Beyond helping him navigate the safest routes, the maps also prepare Doug for major hills, or any other grueling parts of the trip, including the likelihood of being chased by dogs. In just his first week, a number of dogs and even one rooster had tried to chase him. He dealt with a tornado, brutal rain, a toppled tree blocking the road, a cracked smartphone, and fairly steady strong wind gusts in the early days. He joked, "I definitely now know why planes travel faster heading west to east!" Depending on the weather conditions, Gordon is hoping to ride 70 to 85 miles a day. The day starts at 6 a.m. and ends at around 4 p.m. to avoid cycling at dusk. A few pit stops for food and media visits are squeezed in. Said Gordon, “It’s Forrest Gump with ‘Run Forest Run” becoming ridedougride.org – meets the Griswolds with the RV trek across America with the wife and dog.” In contact via walkie-talkie, Gordon said his wife has already had to rescue him in a few situations, including two flat tires in one day. He added, “I’m sure my wife would have rather have gone to an island after I left the job instead of accompanying her husband riding his bike across the country, but she’s been awesome.” Often, his days include stops with the local media to get out the
14 SGBWeekly.com | MARCH 7 , 2016
word. News stories have run in the local ABC affiliate (WCIV) in his hometown in Charleston. There have also been newspaper reports in the state of Indiana about this trip because Gordon played college football for Indiana University for four years in the early 1970s. He’s also been a guest on the Dan Dakich Show on 1070 AM in Indianapolis, as well as two television stations in Macon, GA. A couple of his college buddies from Indiana University will ride with him in Colorado and Texas. Football legend Herschel Walker, who will be attending National Health Through Fitness Day in mid-March in support of the PHIT Act, will eventually join Gordon for part of his ride in Texas as well. Added Gordon, “They’ll be other surprise guests and we’re trying to get some others to join us.” Gordon said he still may “call in some favors” among his friends in the industry to support the charity ride. To date, 19 individuals and/ or companies, including Modell’s Sporting Goods, have agreed to support Gordon’s efforts with a per mile pledge. Garmin, Trek, Under Armour, and Louis Garneau have donated gear. Moosejaw Mountaineering is also supporting Gordon and helped secure a Garmin Edge 520 Bike Computer-Radar as well as Sugoi bib and jacket. Regan Drew, bicycle buyer at Dick's Sporting Goods, connected Gordon with David Cathcart
at Louis Garneau, which has donating a helmet, shoes, cycling apparel. Said Gordon, “I feel very blessed to have this support.” “Doug practices what he preaches as much as anyone I know,” says Tom Cove, SFIA’s president and CEO. “He’s attended National Health Through Fitness Day on Capitol Hill for 10 straight years and has always been a huge advocate for daily P.E. Now, he is literally taking this message ‘to the streets.’ I hope his friends, colleagues and peers in the industry will get behind him in this effort.” “At least 75 percent of all funds received for PHIT America from this bike ride will be used to fund more PHIT America GO! Grants,” adds PHIT America Founder Jim Baugh. “We are jump-starting more activity for school children through school-based P.E. program grants. With GO! Grants, we are developing more PHIT Kids, who are healthier and smarter.” Gordon said he’s spending time on the bike plotting his next career move. With all the divisiveness that seems prevalent around the country in an election year, however, he’s already more encouraged about his goal to get people active based on his early experiences on the road. “I’ve met some really great people so far,” says Gordon. “Once people hear my story they’re like, “How can I help?’ It’s been overwhelming.” Follow Doug’s journey at ridedougride.org.
Recent sightings confirm isolated bands of humans still surviving winter conditions with little or no ice and snow traction. Clearly an endangered species. At Yaktrax, we’ve evolved a range of dependable ice traction tools to fit every survival strategy. Yaktrax.com
#ConquerWinter
©2016 Implus LLC. Yaktrax® is a registered trademark of Implus LLC. 1.16
MARCH 7 | SGBWeekly.com
15
ACTIVE LIFESTYLE STRENGTH EQUIPMENT
Strength Equipment Builds a Smarter Beast Athletes demand tailored solutions for performance results By Jahla Seppanen
S
trength training isn’t about just looking buff anymore. Today’s athlete builds strength for real performance results, less risk of injury and overall well-being. And depending on which sport is being practiced, the training methodology and consumers' desired outcomes can vary wildely. Some users will remain married to the three sets of 10 religion, rotating body parts with days of the week using classic weight machines, while other nontraditional consumers opt for functional group classes with a Spartan Race or Tough Mudder in mind. While cardio fitness equipment continues to be a leader in the market, strength equipment sales are growing — up 4 percent in units and 4.5 percent in dollars for the trailing 52-week period through February 20, 2016, according to SSI Data*. Thanks to the surge in disciplines such CrossFit, racks, bars, dumbells are some of the category’s fastest growing sellers, as well as a healthy 8.5 percent increase weightresistant home gyms. The good news for retailers is that equipment sales are up and accessory sales are down, suggesting that
16 SGBWeekly.com | MARCH 7 , 2016
Photo courtesy Hammerhead
consumers are upgrading to higher-priced equipment versus the previous trend of lowerpriced strength gear during the recession. While the figures suggest strength in strength, there are challenges for the category with a broadening net of where brands should set their sights for the coming year. The innate predisposition of the strength category is that it tends to move slowly. Its products don’t change fast, as tried-and-true equipment powers out QVC fads. But in light of the mixed bag that is strength training and equipment, trends for the coming year or two have crystalized to show a couple strong contenders that will be seen clearly across the board. Prep for these following big changes. FST OFFERS WIDE APPEAL AT LOW COST No, this isn’t an abbreviation for swear words, but potentially the biggest trend in the category. Functional Strength Training, which encompasses another buzzword “bodyweight” training, uses smaller equipment like medicine balls, resistance tubes, Swiss balls, sandbags, ropes and suspension systems like TRX bands, to improve our functional fitness levels. Long gone are the days of glamour muscles that pop in a beach photo, but prove useless when pressed to carry groceries up the stairs. FST also improves balance, which can reduce injury — another reason it’s grown in popularity. “There has been a strong shift toward group functional training over the past several years. With the focus shifting to the idea of ‘train like an athlete’ workouts that now encompass all aspects of cardio, strength, core and agility,” said TKO
Sports Group President and CEO Garry Kurtz. TKO noticed the marketability of this trend, creating even more functional training attachments and accessories to be customized for training facilities. These add-ons also come at a lower sticker price than hefty machines, so it’s a double win for facilities to invest in functional equipment. Atlantis Inc. Director of Sales and Marketing, Yosi Knecht agreed, “Right now, gyms seem to be looking more at what I call functional training cages. Places where people can perform many different exercises with a variety of accessories (TRX, battle ropes, etc.) as well as bodyweight exercises (pull-ups, dips, etc.). The unit can be used by people exercising on their own, or as the hub for group-training classes.”
The trend is reaffirmed by Hammerhead Coowner, Matt Laine, “Functional fitness and back to basics bodyweight are going very strong,” along with Scott Schroeder, Samson Sales and Marketing Director. In fact, you’ll be hard pressed to find a member of the strength equipment world who disagrees. While those accessories sales have chewed away at larger strength equipment margins, Kurtz at TKO said he noticed the bodyweight trend lending to the design of new and different types of equipment, thereby expanding offerings instead of shrinking the market. Indeed, the aforementioned rise in strength equipment sales, according to SSI Data, is bearing truth to that notion. Implus Fitness’ Ryan Cruthirds, VP of sales and product development added, “The rise of bodyweight training is good for the industry overall, as more people new to fitness begin to experiment with bodyweight training, and then move into purchasing accessories and equipment.” BEAST MODE IS BACK: OLYMPIC LIFTING, POWER RACKS + CROSSFIT What’s old is new again with the resurgence of Olympic lifting, and new versions of lunk favorites like versatile power racks and Gladiatoresk CrossFit. Samson, who builds customized strength equipment based off college and pro team training modalities, told SGB that nearly every coach they build for is dabbling in Olympic lifting. At the same time, heavy-weight machines are now being built with space in mind. “You’re not seeing a lot of individual pieces that do one specific thing, but equipment that does a
Photo courtesy Implus Fitness
MARCH 7 | SGBWeekly.com
17
lot in a tight space,” said Shroeder. “But anytime you walk into an athletic weight room, you’re going to see power racks.” Many companies, such as Atlantis Inc., are focusing product development on improving/ adding to their power racks. Variety really is the spice of the space. Kurtz at TKO said, “Variety of exercise and functionality is demanded from all levels of the marketplace. A piece of equipment is expected to offer a large selection of uses, whether it be exercises on the unit or attachments that can be placed at various points.” Think bands, chains, bars or dip attachments. “In the end, there’s a lot you can build into a rack,” Schroeder said. On the CrossFit side, executives in the space vowed to the popularity of this exercise trend. Hammerhead’s Laine classified CrossFit as an “explosion” in the fitness world, with price having a lot of sway. “We see more, younger consumers emerging from the lower end of the price scale who want to get as much equipment and results as they can for their dollars.” Variety is still present in the same way you see it in power racks. Randy Adams, Planet Fitness club opening specialist and the man who places the equipment orders for the entire franchise told SGB that his order forms have been covered in multi-purpose, 360 workout stations, lending to more of a group CrossFit aesthetic. Life Fitness is emerging as a big name in multi-use stations, with its Synergy 360. “The more non-traditional workouts are popular,” Adams said. If multi-function equipment doesn’t sound like a game-changing trend, pump your brakes. The fact that global gym franchises are investing in these types of equipment to take up a big percentage of floor space should speak bounds. Adams, who has been ordering for Planet Fitness for six years said before multi-purpose stations, “there has never been a hot new fad we’ve jumped on board with. Consistent-
ly, our equipment has remained the same: a lot of cardio, freeweights and circuits.” Many others are on board, too, like Perfect Fitness’ Multi-Gym Elite, offering intense weight training with body part-target versatility, and the ability to accessorize (i.e. pieces like the Ab Straps Pro and Perfect Pull-up Assist that easily add to the Multi-Gym) without buying entirely new machines. THE DEATH OF FIXED-PATH In the face of so many new strength disciplines, single-use, selectorized, weight-stack equipment is in need of some evolution. “Anything that only did one thing is antiquity,” said Schroeder at Samson. “A row of squat racks where you only squat in — a one-muscle machine — those are gone, no one does that.” This trend is especially true for athletics, group classes and unique training methods. “A lot of people don’t want to take the time to sit down and do one muscle at a time,” added Laine at Hammerhead. This doesn’t mean the industry will throw away fixed-path machines altogether. “Olympic lifting is terrific, but for people who are getting into the gym for the first time there are dangers. Starting someone with a fixed-path machines is a great way to get their body used to exercising (and doing the motions correctly). The bottom line is, you wouldn’t open a traditional gym today without selectorized equipment,” said Knecht with Atlantis. Knecht divulged Atlantis has never sold more power racks and glute and hamstring benches as they have over the last few years (and they make one of the broadest lines of strength equipment in the industry). APPS TO START, RECOVERY TO SUSTAIN Despite strength being a tribe of iron, it has not escaped the influence of tech — another big trend in the category this year. There has been a deluge of fitness brands buying or programming
18 SGBWeekly.com | MARCH 7 , 2016
Implus Fitness MB5 Recovery
apps to track workout habits and consumer data, but more importantly, provide step-by-step workouts and how-to’s. “Many exercisers state ‘they don’t know what to do for strength exercise,” according to Nautilus, Inc., parent to the strength behemoth Boflex. A couple strength apps to keep track of are Pumping Weight, JEFIT, Gym Buddy, Gym Hero and StrongLifts 5X5 (all of which are free to download). Nautilus, Inc. developed its own free app, the Bowflex SelectTech Trainer, and kept the techy-momentum going by innovating smart dumbells. The company also had space conservation in mind, so now a full rack of weights fits into one, with reps tracked and audible cues and feedback given in real-time. Another trend in training smarter is recovering better.
“We’re seeing Recovery becoming more mainstream in the strength category, and increasing the awareness of the importance of recovery to an individual’s overall fitness and wellness,” said Cruthirds at Implus Fitness. This translates to more belts being worn during heavy lifting (improved from older models with natural-fit shapes like the Harbinger FlexFit) and deep tissue massage tools like Implus’ new TriggerPoint MB5 Massage Ball speeding recovery for the next day of hard sets and ogre grunts. *SSI Data, powered by SportsOneSource, provides weekly point-of-sale data and analysis to retailers and manufacturers in the active lifestyle market. To schedule a personal demo or learn more, call 303.997.7302 or Solutions@SportsOneSource.com.
INDUSTRY CALENDAR
TRADE ASSOCIATIONS BUYING GROUPS Athletic Dealers of America 1395 Highland Avenue Melbourne, FL 32935 t 321.254.0091 athleticdealersofamerica.com National Shooting Sports Foundation Flintlock Ridge Office Center 11 Mile Hill Road Newtown, CT 06470 t 203.426.1320 nssf.org National Sporting Goods Association 1601 Feehanville Drive I Suite 300 Mount Prospect, IL 60056 t 847.296.6742 nsga.org Nation’s Best Sports 4216 Hahn Blvd. Ft. Worth, TX 76117 t 817.788.0034 nbs.com Outdoor Industry Association 4909 Pearl East Circle I Suite 300 Boulder, CO 80301 t 303.444.3353 outdoorindustry.org
MARCH
JULY
8-9 SFIA National Health Through Fitness Day Washington, D.C. 17-19 Imprinted Sportswear Show (ISS) Atlantic City, NJ 21-24 IHRSA Orlando, FL
13-17 IDEA World Fitness Convention Los Angeles, CA
APRIL
25-28 NBS Fall Market Fort Worth, TX
1-2 SFIA Litigation & Risk Management Summit New Orleans, LA 12 SFIA/NFHS/NCAA Rules Conference Indianapolis, IN 19-21 Imprinted Sportswear Show (ISS) Nashville, TN
MAY 22-25 NSGA Management Conference and Team Hilton Head Island, SC
JUNE 23-25 Sports Inc. Athletic Show Minneapolis, MN 24-26 SGB 40 Under 40 Awards Boulder, CO
AUGUST 11-13
Sports Inc. Outdoor Show Minneapolis, MN
OCTOBER 28-30 ADA Fall Buying Show Phoenix, AZ
NOVEMBER 17-19
Athletic Business Conference & Expo Orlando, FL
Sports & Fitness Industry Association 8505 Fenton Street I Suite 211 Silver Spring, MD 20910 t 301.495.6321 sfia.org Snow Sports Industries America 8377-B Greensboro Drive McLean, VA 22102 t 703.556.9020 snowsports.org Snowsports Merchandising Corp. 235 Cadwell Drive Springfield, MA 01104 t 413.739.7331 Snowsportsmerchandising.com Sports, Inc. 333 2nd Avenue North Lewistown, MT 59457 t 406.538.3496 sportsinc.com Sports Specialists Ltd. 590 Fishers Station Drive I Suite 110 Victor, NY 14564 t 585.742.1010 sportsspecialistsltd.com Tennis Industry Association 1 Corpus Christi Place I Suite 117 Hilton Head Island, SC 29928 t 843.686.3036 tennisindustry.org Worldwide 8211 South 194th Kent, WA 98032 t 253.872.8746 wdi-wdi.com
MARCH 7 | SGBWeekly.com
19
SUBSCRIBE TO SGB TODAY
SGBToday Brings the Depth of SGB Magazine to Your Mobile Device Five Times a Week Optimized to View on Your Phone, Tablet, Laptop or Desktop. CLICK HERE TO SUBSCRIBE Powered By
SportsOneSource.com | 303.997.7302