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ISSUE 1216APRIL 16, 2012
NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET
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APRIL 16, 2012 | SGBWeekly.com 3
NEWS & INFORMATION FOR THE RUNNING & TRIATHLON MARKET
4 FLEET FEET SPORTS Sold to Investment Group 8 BROOKS AND NIKE Lead Fleet Feet's Growth in 2011 10 VIBRAM To Open Flagship Store On April 14 12 ASICS AMERICA Rolls Out "Stop At Never" Campaign 13 ROAD RUNNER Sets Grand Opening for 27th Store NEWTON RUNNING Supports EIF Revlon Run/Walk for Women
14 TAKING THE MYSTERY OUT OF INSOLES - Retailers continue to struggle with the demands and intricacies of selling insoles
18 I AM... PERFORMANCE Golden Harper, Founder, Altra Running
2 SPENCO 5 SKECHERS 6 BALEGA 7 SKECHERS 9 IMPLUS 11 MCDAVID 13 INJINJI 19 2XU 20 OUTDOOR RETAILER
Copyright 2012 SportsOneSource, LLC. All rights reserved. The opinions expressed by writers and contributors to SGB PERFORMANCE are not necessarily those of the editors or publishers. SGB PERFORMANCE is not responsible for unsolicited manuscripts, photographs or artwork. Articles appearing in SGB PERFORMANCE may not be reproduced in whole or in part without the express permission of the publisher. SGB PERFORMANCE is published weekly by SportsOneSource, LLC, 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450. Send address changes to SGB PERFORMANCE , 2151 Hawkins Street, Suite 200, Charlotte, NC 28203; 704.987.3450
APRIL 16, 2012ISSUE 1216
NEWS
FEATURES
DEPARTMENTS
ADVERTISERS
14PagePhoto courtesy of Gore
Cover photo courtesy of 2XU
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4 SGBWeekly.com | APRIL16, 2012
NEWS
Setting up the next growth phase for the successful Fleet Feet Sports franchise, the management of Fleet Feet, Inc., based in Carrboro, NC, partnered with Raleigh, NC-based Investors Management Corporation (IMC) to acquire Fleet Feet Sports from the majority shareholder for the last 19 years Tom Raynor. Fleet Feet, Inc. will operate independently, and its management team will continue to run all aspects of the business.
Specialty Retail Development Company (SRDC), the company’s largest franchisee, will also be acquired and integrated into the new company structure. Currently operating 17 franchise stores, SRDC was formed in 2007 to purchase existing specialty stores and provide a pathway to ownership for store employees. Overall, Fleet Feet has 93 locations.
Under the new structure, IMC becomes the majority owner in Fleet Feet, Inc. with the entire Fleet Feet management team securing equity in the new company.
The private transaction is expected to close in the next 30 days.
In an interview with SGB Performance, Jeff Phillips, president of Fleet Feet, Inc., said the sale represents the culmination of a long-term plan to transition ownership of the company. Phillips has been responsible
goals have never wavered, which have been to protect the values and culture of the company, maintain the current management team and stability of franchise relationships, and create an equity event for Tom.”
Phillips further said the acquisition will provide management with the ability to “be more aggressive in taking advantage of acquisition opportunities” while also benefiting from IMC’s experience on the franchising side given its long stewardship of Golden Corral.
“They believe in investing in companies in partnership with their management teams,” said Phillips of IMC. “Their primary role as management’s partner will be to support the management team in the achievement of their goals. IMC also has extensive experience and expertise in franchising.”
"IMC is excited to partner with the management team of Fleet Feet to expand our rich portfolio of leading brands," added Richard Urquhart, COO of IMC, in a statement. "We believe in investing in proven management teams and supporting them in the direction they set for growing the business."
The deal comes on the heels of the announcement two weeks ago that Finish Line, Inc. was partnering with Gart Companies to fund and fuel growth of the retailer’s new Running Specialty Group.
FLEET FEET SPORTS SOLD TO INVESTMENT GROUP
for day-to-day operations of the company, including financial performance and strategic planning, since becoming president in 2004.
“Tom and I have been planning for the next phase of ownership since I joined the company 11 years ago,” said Phillips. “I think the timing was right for Tom and the management partnership with IMC met all of our criteria for a transition in ownership. We’ve explored a lot of options, but our
Jeff Phillips, President Fleet Feet
Tom Raynor, CEO Fleet Feet
6 SGBWeekly.com | APRIL16, 2012
RSG was created after Finish Line acquired the Running Company specialty stores. Raynor, who turned 61 in November, told SGBW that when he turned 50, he made a decision to retire from Fleet Feet when he turned 60 - although the commitment wavered over ensuing years. However, narrowly recovering from a near-death illness around three years ago caused him to reaffirm his original retirement goal.
“The management team is ready, willing, and perfectly capable with a passion for the business to take it to the next step,” said Raynor.
With the acquisition, Raynor accomplished his two goals of not leaving the company over-burdened with debt with his exit while also finding a “strong partner” in IMC. The investment boutique is best known for its ownership of Golden Corral, the operator or franchisor of more than 470 family restaurants across 40 states. Other investments include Biologics, Inc., an oncology management company; KDI Capital Partners, a private investment advisory firm; and Morehead Capital Management, an investment management and consulting firm.
IMC was founded in 1971 by Raleigh businessman James Maynard, who cofounded Golden Corral in the same year to mark IMC’s first investment.
“They’re good business people,” said Raynor. “They’re not buying it to flip it in three to five years. And management is going to be getting an unbelievable business partner. They won’t just be an investor in Fleet Feet; they’ll be providing professional advice given their years developing franchises with Golden Corral. They’ll also be giving them a lot of autonomy to really maximize Fleet Feet’s growth potential.”
Raynor has a two-year consultant agreement with Fleet Feet. Noted Raynor, “Most of that is going to be in an advisory role for Jeff if needed. It won’t be in any management role.”
Raynor first joined Fleet Feet in 1992, working on store operations and new store development. The following year, he purchased the franchise company and two stores including the original Fleet Feet Sports location in Sacramento, CA from founder Sally Edwards. Beginning with a staff of two in 1993, Fleet Feet, Inc. has grown to 93 stores with revenues reaching $116 million in 2011. Prior to Fleet Feet, Raynor had a long career on the vendor side at Nike, Brooks and Wilson, including being one of Nike’s first “EKIN” tech reps.
Raynor has no plans to retire from working life. While he has a two-year, non-compete clause with Fleet Feet, he has no plans to specifically target run specialty in his next venture. While still working out the details, he told SGBW he has been looking at different aspects of the overall specialty store business and is working on a business model that builds a better platform for local economies, vendors and retailers to work together.
“I'm retiring from my second career,” said Raynor. “The first one was 20 years, the next was 20 years and I'm going to work for 20 years and then retire for good!”
8 SGBWeekly.com | APRIL16, 2012
The acquisition of Fleet Feet comes off a year when comparable store sales for the franchisor grew a healthy 7 percent, although still representing a slowdown from the double-digit growth rates the chain had experienced annually over the prior decade. Phillips said the slower growth rate is a direct reflection of the reduced number of new franchise stores opened annually since the economic downturn in 2008.
But Phillips said Fleet Feet’s pipeline of interested and qualified franchisee candidates has returned in the past year to levels not seen since the 2008 downturn. So far in 2012, a new location has opened in West Lafayette, IN and Fleet Feet expects to open an additional four or five stores this year, as well as acquire and convert two to three independent running stores.
In 2011, three franchised operations opened in Pepper Pike, OH; Virginia Beach, VA; and Rochester, NY. “We have a great infrastructure in place for opening and developing new stores,“ said Phillips. Given the overall running footwear cycle, overall business remains sound with a strong finish in December. Added Phillips, “Q1 has been really strong with footwear sales driving double-digit comps in January and February.”
Regarding its category performance in 2011, Phillips said Brooks led the way on the footwear side across the Fleet Feet franchises while Asics’ revenues declined. “Brooks has clearly established itself as the number one brand in volume and service or what we refer to as ‘ease of doing business’”, said Phillips.
Asics still held onto the number two position due to strong consumer loyalty to the brand although it has slid “far off” its lead position two years ago. Notable growth was seen with both Nike and Saucony and that has continued into Q1. New Balance saw moderate growth in 2011, but is “off to a really strong start for Q1,” said Phillips.
Regarding other key brands, he added, “Mizuno continues to be an important brand for our stores and sits in a tight cluster of brands in the third through sixth position. Adidas is back on the radar and showing some signs of life in Q1.”
In apparel, Nike continues to dominate “and we see them only getting stronger as they make strides in improving their deliveries.” Brooks also remains a key apparel resource while Moving Comfort remains strong through its strong bra business.
Success in the next tier of brands is “spotty” although Newton and Montrail are carving a niche on footwear walls with Craft and Icebreaker finding traction in apparel.
A standout category was accessories, which saw “tremendous growth” in 2011. Leading the way were GPS watches (Nike Plus, Garmin), compression (CEP) along with pre- and post-exercise products led by Trigger Point (foam rollers, muscle therapy tools, etc.). Added Phillips, “We are also working hard to grow our nutritional and hydration segments with Fuel Belt and Nathan.”
Looking ahead, Phillips remains bullish on demand for running footwear, helped by the buzz around lightweight and less-structured options.
“We definitely benefit from the energy and enthusiasm that is built around barefoot and minimalism, but our core business remains steady and doesn’t tend to ride up and down with these trends,” said Phillips. “Lightweight/neutral product has always been an important part of the business and we don’t see that changing. One overall positive trend we see is that major footwear vendors are streamlining their products, making them less bulky, lighter and more efficient, and everyone benefits from that.”
Asked about any concerns, Phillips acknowledged that more competitors are aiming at the run specialty channel such as Finish Line and sporting goods chains and even family shoe chains are looking to capitalize on the lightweight running trend. But he said he remains more concerned about acquiring and connecting with new customers and staying connected with existing ones.
“We understand that the only part of the business that we have complete control over is the experience a customer has when they are interacting with our people and brand,” said Phillips. “If we do an outstanding job of delivering what the customer needs while creating a memorable experience, we will be successful. If we fail to exceed their expectations, we will not be very successful.”
BROOKS AND NIKE LEAD FLEET FEET'S
GROWTH IN 2011
NEWS
Fleet Feet in Hoboken, NJ
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10 SGBWeekly.com | APRIL16, 2012
The grand opening of Vibram's first U.S. store will take place Saturday, April 14 and be located at 292 Newbury Street in Boston, MA. A ceremonial ribbon cutting ceremony is planned.
"For the first time we will provide our customers with a hands-on brand experience that educates them on the world of Vibram, our partners and our products," said Tony Post, president and CEO of Vibram, USA.
Headquartered in northern Italy, Vibram's U.S. offices are based in Concord, MA. In 2006 Vibram introduced Its first finished product: Vibram FiveFingers, a revolutionary and patented glove-styled shoe.
The flagship location will feature "experience zones" throughout the store allowing customers to wear-test FiveFingers on inlaid marbles, woodchips, grass, stones and even a bumpy yellow safety strip used in the subway.
The store will also display an interactive timeline area summarizing the company's 70-year legacy in sole design. Throughout the space, it will showcase partners' product on a themed, rotating basis. A "living wall" of plants will discreetly mask the register area, creating a private checkout experience.
The ambiance and vibe of the flagship store is a direct reflection of Vibram's outdoor and Italian heritage, with natural materials, complimentary espresso, and historic brand items. The space will offer select models of Vibram FiveFingers as well as a few models only sold in Europe.
"We consider this more of a brand interaction than a store," explained Post. "We want visitors to experience Vibram in an
unconventional way. Every office employee will have the opportunity to work in this space in order to collect valuable feedback from our consumers on a daily basis."
Separately, Vibram said it intends to "fully defend" itself against a lawsuit that charges that the company made deceptive claims about its FiveFingers product's health benefits.
On March 21, a Florida resident filed a class action lawsuit against Vibram in Federal District Court in Massachusetts. The complaint says there’s no proof that running in Vibram’s product will improve posture and foot health, promote spine alignment, strengthen muscles and reduce injury risk. It also alleges that running in the footwear may increase injury risk as compared with running in conventional shoes or even barefoot. The plaintiffs are bringing claims exceeding $5 million.
In its statement Vibram responded, "For years now, consumers, amateur athletes, and even professional athletes using FiveFingers have chosen to share their success stories with the broader community. As a result, Vibram has seen an enthusiastic and health-conscious fan base grow and flourish. As with any innovation that ignores conventional thinking, there will always be some skepticism. Vibram's FiveFingers footwear is no different. While surprised by this action, Vibram intends to fully defend the lawsuit. Under the advice of our attorneys, Vibram has decided not to litigate the case in the press at this time, and we cannot comment further on the specific allegations made in the complaint." Vibram noted that FiveFingers, introduced in 2006, was named one of the best inventions of 2007 in the category of health by Time Magazine.
VIBRAM TO OPEN FLAGSHIP STORE ON APRIL 14
NEWS
292 Newbury Street in Boston, MA
12 SGBWeekly.com | APRIL16, 2012
ASICS AMERICA ROLLS OUT "STOP AT NEVER" CAMPAIGN
Asics, which launched its "Stop At Never" campaign during last fall’s New York Marathon, is introducing the next phase, a video website aimed at introducing younger, less intense runners to the brand.
The “Stop at Never” website features a series of ten videos highlighting Asics technology. The short reels are a “behind the curtain” look into the product testing of Asics footwear (including the Gel-Kayano 18, the Gel-Neo33, the Gel-Excel33, and others) endured throughout development, while simultaneously capturing the determination of Asics enthusiasts and athletes. Two of the videos include the “Jack Hammer Test,” where an Asics GEL series GEL shoe absorbs the full impact from a construction-grade jackhammer, and “Feet For Hands,” which demonstrates the flexibility of Asics Omniflex-Pursuit shoes as they serve as gloves for athletic training. Asics athletes featured include sprinter Greg Nixon, world champion wrestler Jordan Burroughs, Olympic thrower Russ Winger, pole vaulter April Steiner-Bennet, javelin thrower Kara Patterson, and decathlete Jake Arnold.
Developed in collaboration with advertising agency Vitro, “Stop At Never” made its first appearance at the Asics Marathon Experience at Columbus Circle as part of last fall's New York Marathon. Asics’ athlete and Olympic Marathoner Ryan Hall was the face of the initial part of the “Stop At Never” campaign that featured videos of his training for the 2012 Olympics.
“Asics is committed to giving athletes the most technologically advanced footwear for exceptional performance,” says Asics’ Vice President of Marketing Erik Forsell. “With our ‘Stop at Never’ campaign, we are focused on revealing all of the incredible and awe-inspiring elements of our product.”
In addition to the website launch, Asics will bring the “Stop At Never” video series and mantra to life by showcasing athletic demonstrations at the U.S Olympic Wrestling Trials, U.S Track & Field Olympic Trials, and Drake Relays. The demonstrations will unveil the exciting and unbelievable technology depicted throughout the video series and include interactive exhibits for athletes and fans.
▲▲
Just click on the video icons to see some of the Asics "Stop At Never" video series
TAKE A CLOSER LOOK
NEWS
APRIL 16, 2012 | SGBWeekly.com 13
NEWTON RUNNING SUPPORTS EIF REVLON RUN/WALK FOR WOMEN
Newton Running is donating 350 shoes as fundraising incentives for par-ticipants of the Entertainment Industry Foundation (EIF) Revlon Run/Walk for Women. Tens of thousands of runners at each event in New York City on Saturday, May 5 and in Los Angeles on Saturday, May 12 will raise funds and support awareness for women’s cancer research, counseling and outreach programs.
"Social responsibility has always been part of Newton Running’s mis-sion and we’re proud to support running events of this caliber that also have a philanthropic component," said Newton Running CEO Jerry Lee.
Race entrants who raise at least $1250 in pledges receive a gift cer-tificate they can redeem at NewtonRunning.com for a pair of Lady Isaac Guidance Trainers, Terra Momentus All-Terrain Trainers, Motion Stability or Gravity Neutral Performance Trainers, MV2 Speed Racers or Distance Light Weight Trainers.
Since its inception, the EIF Revlon Run/Walk for Women has distrib-uted more than $65 million in funding to cutting-edge research, targeted therapies and introduced innovative treatment approaches to women’s cancers worldwide.
Newton Running also teams up with Athletes for a Cure annually to raise funds for the Prostate Cancer Foundation and donates thousands of pairs of shoes annually to people in need through organizations such as One World Running and supports non-profits such as Trickle Up.
ROAD RUNNER SETS GRAND OPENING FOR 27TH STORE
Road Runner Sports will celebrate the grand opening of its 27th store opening nationwide and its second store in Illinois on April 27 at its new North Shore-area locale in the Edens Plaza.
The invitation-only event will be sponsored by Mizuno and followed by the public grand opening event on April 28th from 9 a.m. to 2 p.m. The 5,000-square foot store will feature the retailer's exclusive interactive foot and gait analysis process: "Shoe Dog-Road Runner Sports," a four-step process guaranteeing a perfect fit in 12 minutes. Mike Gotfredson, Road Runner Sports owner, said in a statement, "Nobody else has a process that comes close to being as fun or pow-erful in creating a WOW! experience for runners and walkers."
14 SGBWeekly.com | APRIL16, 2012 Photo courtesy of Saucony
TAKING THE MYSTERY OUT OF INSOLES
Retailers continue to struggle with the demands and intricacies of selling insolesBy Thomas J. Ryan
APRIL 16, 2012 | SGBWeekly.com 15
hile the barefoot/minimal movement continues to confuse customers about their footwear options, insoles are having
the same effect on retail sales associates. Peter Shean, national sales manager for Sof Sole, said one problem
is that most associates and end-consumers still think of insoles as medicinal or corrective devices only needed by a small percentage of maligned runners. Said Shean, “The category is an opportunity for all customers - not just people with some type of issue.”
Rob Nathan, product director at Sole, said another widely held misconception is that insoles are designed to either provide cushioning or control the foot - a belief that undermines proper fitting.
“Comfort is achieved by a variety of factors related to the footbed: equal weight distribution across the base of the foot (only possible with a moldable or fully customized footbed); both medial and lateral arch support; a deep heel cup to encourage the heel's natural cushioning function; and flexibility that allows the foot to flex naturally,” said Nathan.
Finally, with most consumers coming in for footwear and many shoe associates being admitted “shoe geeks,” accessories - and apparel – frequently receive less emphasis on the selling floor.
Evan Wert, sports marketing manager for Spenco, said that when selling footwear, retailers should think of the process as a “system” that includes shoes, socks and insoles. Besides the add-on revenue opportunities, selling insoles or socks can help customers enjoy their activities pain-free and remain healthier by reducing the chances for blisters, friction, black toes and other ailments. It can also stand as a differential.
Said Wert, “Selling accessories helps separate a store from the rest of the shoe retailers around them as it provides the customer with a unique hands-on service.”
Much like footwear, insole selling involves accurately explaining and drawing excitement around new products and technologies.
For Spring 2012, Spenco is introducing two new Total Support products to the marketplace – Total Support Max and Total Support Thin.
Like the Original, both feature Spenco’s 3-Pod system that helps control over-pronation at heel strike, guides the foot through the gait phase for proper toe-off and provides impact protection to the foot. Both insoles also feature Spenco’s unique top shape design for total foot contact, ideal for flatter feet and more sensitive arches. Said Wert, “The cut out under the big toe allows the joint to
remain flexible so the foot can leave the ground, a key component to a healthier stride.”
The new models take advantage of Spenco’s semi-flexible support system that enabled Spenco’s designers to come up with a footbed offering more rigidity in the Max than the Original while the Thin adds more flexibliity for athletes using minimalist or low volume shoes.
“Our idea is to make sure the muscles of the foot are activated, but not over stressed,” said Wert. “This allows for a stronger, healthier foot structure. Spenco products “guide” not “control” the foot, work better with footwear and offer more underfoot cushioning and protection.”
At Sof Sole, the key spring launch is the Sof Sole Fit series. Shean said the company used detailed information on arch type taken by the
W
Spenco Total Support Max offers a rigid stability cradle for advanced arch support with deep heel cupping. An exclusive 3-Pod Cushioning System absorbs shock and controls over-pronation. Extra cushioning under the ball of the foot offers a smooth transition to toe-off. MSRP $35
Spenco Total Support Thin for minimalist or low-volume shoes offers semi-flexible stability cradle arch support and deep heel cupping. 3-POD cushioning system absorbs shock and controls pronation. Extra cushioning under the ball of the foot. MSRP $35
16 SGBWeekly.com | APRIL16, 2012
Natick Army Lab in Massachusetts to design its Fit line that are based on three distinct arch types – low, neutral and high.
”Featuring an abrasion and bacteria-resistant high rebound EVA foam that is specially tuned in the forefoot and footbed depending on arch type, the Sof Sole Fit insoles promote the foot's natural range of motion and do not overcorrect like typical insoles. The Fit insoles actually conform to the foot rather than make the foot conform to the insole like most OEM and replacement insoles,” said Shean.
Stores that carry the new Sof Sole Fit insoles are equipped with a Sof Sole Fit ID Pad, which takes a thermal impression of the foot within 10 to 20 seconds to determine arch type.
Footbalance stands out for its system that enables the rapid production of fully customized footbeds at retail stores in less
Footbalance Dynamic Blue offers moderate support with custom molded footbed. MSRP $80
Footbalance Performance designed with a slim, tapered fit for low-volume footwear offering light support. Moisture wicking materials, deep heel cup and custom molded footbed. MSRP $80
Sof Sole FIT High Arch with 3.3cm arch height and 55 durometer EVA provides optimal arch height and density levels to complement natural foot motion for wearers with high arches. MSRP $40 Sof Sole FIT Low Arch with 2.8cm arch height and 65 durometer EVA offers optimal height and density levels to encourage natural biomechanics for end-users with flat feet. MSRP $40
Sole Softec Ultra for higher volume, loose-fitting footwear where shock protection is critical. 3.2mm of proprietary cushioning in the footbed with moldable base layer adjusts to the foot without losing orthopedic shape. Can be molded by heat or by wearing. MSRP $45
Sole Thin Sport for low volume, tight-fitting footwear. Designed to provide shock absorption with a wear- or heat-moldable footbed. Top layer is open-celled, Urethane-based Poron material for moisture management. MSRP $45
than ten minutes. Said Chris Griffin, Footbalance’s director of sales, “Many rave not only that we can mold specific to each foot, but our product's ability to mold and remold numerous times without compromising the materials' properties.”
For 2012, Footbalance’s launches include its Performance line for tight, low- volume footwear such as spikes, flats, soccer cleats and cycling shoes, and its Dynamic Blue line with more cushioning for runners and other outdoor enthusiasts. The Dynamic Pink is a women’s-specific take on the Dynamic Blue. Also debuting is a Race Footbed line ideal for ski boots, skates, and cycling shoes as well as a Race Heat line with a Term-IC heating system to handle ski boots.
Sole will not be introducing new footbeds for spring but will look to build on its success of its Softec Ultra and Thin Sport lines. Nathan said that while customers can often be confused by the differences of Sole’s footbeds since they feature the same orthopedic shape, the difference comes from the level of thickness and the amount of cushioning.
“The Softec Ultra has 3.2 mm of cushioning, a moisture-wicking top sheet, and fits well in footwear that has extra volume for an after-market insole (i.e. a hiking or work boot, or runners),” said Nathan. “By comparison, the Thin Sport footbed has a similar moisture-wicking top sheet, but has no additional cushioning layer. This footbed is designed to fit in lower volume, snug-fitting footwear (i.e. cleats, cycling shoes or minimalist runners). The support and moldability is similar between the two footbeds; however, the application can be vastly different.”
Like footwear, the best retailers of insoles bring out multiple styles and sizes for the customer to try, including out-of-the-box, heated/semi-custom and full custom.
“You are then looking at a good, better, and best scenario,” said Griffin. “Many think, the more customized the better which may be necessary if you begin to compete at higher or more intense levels of competition or have greater biomechnical needs.”
APRIL 16, 2012 | SGBWeekly.com 17
A quick way to underscore the benefits of insoles is to put a branded insole in one shoe and leave the factory insole in the other.
“Inevitably, the customer will feel the difference,” said Jonathan Koops, VP Sales at Sole. “From here, sales reps can crumple the factory insert, emphasizing the lack of support found in factory insoles.”
Evan Keating, assistant sales manager at Superfeet, said his company’s reps work on teaching sales staff that the sale begins as soon as the customer walks in the door.
“An experienced and knowledgeable sales associate can see how customers walk naturally and evaluate their gait early on,” said Keating. “If any bells go off regarding foot issues (ankles roll in, knock-knees, limping, etc.) they know to ask the right questions to understand the customer’s needs.”
He added that many times a customer does not realize they have foot issues, but a good sales associate can call attention to those problems and create the need for products that can help. He added, “Asking, ‘Did you bring your orthotics with you today?’ is an icebreaker to begin the sales conversation.”
Using a fitting/assessment system or other measuring tool can help staff explain what they’re seeing and validate the recommendation. A common mistake is selling insoles based only on shoe size. Since insoles are built to fit from the heel to the ball of the foot, associates should make sure that the insole fits the arch length, not just the overall foot length and also view how the foot elongates from standing to sitting. A wide heel may require the wearer to move up one size.
Injury history must be taken into account. Taking the socks off when measuring will also help identify additional characteristics like surgeries, red spots or bruising.
The recommended footbed chosen for the device may also be incorrect. It may be inappropriate for the sport, the footwear, or may not work with the individual’s biomechanics.
Said Wert, “Ask questions: What type of shoe is the insole going into? What activity will the customer be participating in - running a marathon or walking around the block? Have they tried an insole before? Do they have sensitive feet?”
Additional innovative techniques include what Koops calls a “balance test,” where an associate will ask a customer to try and balance on one foot with nothing under their foot and afterwards do the same test with a branded insole such as Sole. Said Koops, “This is a great opportunity for the associate to explain that this is an exaggerated example of what happens inside footwear during activity. The instability, fatigue and arch pain is more subtle when standing on two feet, but without Sole inside, there is a continual struggle for the foot to find balance and stability.”
Superfeet makes a demo box that houses full size runs of pre-cut insole models as a quick vehicle to get an insole under the customer’s foot and help the staff to check for correct fit. Some of Superfeet’s dealers turn to a foot skeleton to demonstrate to the customer how the insole will affect the biomechanics of the foot.
Superfeet Green for medium to high arches with maximum support. Closed-cell Foundation foam supports the foot bones reducing excessive pronation. Ultra-supportive stabilizer cap reduces foot elongation. Ideal for loose-fitting shoes or narrow feet. MSRP $40
Superfeet Black provides light support with low-profile design. Reduces foot elongation to enhance natural movement and propulsion. Ideal for all foot types in tight-fitting or lightweight footwear. MSRP $40.
Powerstep Pinnacle is encapsulated in a Hypercel-EVA casing and full arch support for mild to moderate pronators. Medical-grad Polypropylene shell, stabilizing heel cradle and built-in platforms are under the heel and leading edge. Anti-bacterial ETC fabric cover. MSRP $40
OTHER INSOLE SELLING TIPS:
• Partnering with medical professionals (podiatrists, chiropracters, podiatrists, etc.) can lead patients being referred to stores;
• In-store placement near the shoe wall will bring insoles into the overall fit conversation more naturally;
• When possible, have staff wear the product as a powerful firsthand testimonial.
Some common mistakes include assuming the customer can’t afford the add-on sale. Also, some associates still view insole selling as an excessive push that may offend customers. Said Wert, “The truth is that if you believe in all your products and understand when and how to sell them, the customer will appreciate the additional information. Focus on selling them what they may need, not everything you have to offer.” ■
18 SGBWeekly.com | APRIL16, 2012
I AM... PERFORMANCE
ARE RUNNING STORES GENERALLY OPEN TO NEW BRANDS? So far we've convinced almost 300 running stores that we have something that they can't do without. We’ve got good placement and we add more stores every week.
WHAT DO YOU SEE AS SOME OF THE MAJOR MISPERCEPTIONS IN THE
MINIMALIST/BAREFOOT MOVEMENT?
The number one misperception is that zero-drop automatically implies minimal, which means little or no cushioning. With our shoes, you can have zero-drop and still have cushioning and support, like a traditional running shoe. The discussion should be more about form than what shoes you're wearing. The education isn't there. Overall, it's discourag-ing how polarizing it is and how people are extreme on one side or the other. My stance is right in the middle.
WHEN DID YOU GET THE RUNNING BUG? They say I ran before I walked. My dad, Hawk, worked for Nike and later became the western sales manager for Saucony and was for a long time. My mom, Cheryl, was a nationally ranked runner, went to four Olympic trials and at one time held the world record in the 8K. So I started running and racing at a young age.
WHAT INSPIRED ALTRA? My dad blew his knee out playing football when he was about to graduate from college and a doctor told him he was never going to run again. He had to have all the cartilage removed. He was a type-A personality so his whole mindset became to prove the doc-tor wrong. He figured out if he ran like a Kenyon runner with more of a mid-foot landing strike and bent knee, he could run just fine and won the St. George Marathon within six years. He became very passionate about injury prevention and teaching technique at the store and that passion for keeping people healthy and injury-free was drilled into me.
WHEN DID YOU BECOME INVOLVED IN BUILDING SHOES? At the store we noticed that our athletes looked great in their races with their flats and spikes, but their form came apart when wearing the shoes we sold them. We would talk to all the shoe companies about the prob-lems that come from the heel being twice as high as the forefoot and it fell on deaf ears. So I got my toaster oven and started modifying shoes. I removed the outsole and midsole. Then I took a piece of flat Spenco foam and glued that on the shoe and went for a run. I was just blown way. It was the first time in my life I wasn't worrying about over-striking and my form. Others on the staff tried and liked them and soon customers were paying an extra $20 to $50 on top of the $100 they paid for shoes to modify them. My cousin thought we really had something and we started becoming the "anti-heel" and "zero-drop" guys at trade shows as we started peddling our idea. We invented the term Zero Drop.
WHAT'S UNIQUE ABOUT YOUR ZERO-DROP SHOES? Our shoes are truly zero drop, fully cushioned, the toe-box is shaped to the foot and gender specific. No one else has that combination. It is unique to Altra.
GOLDEN HARPERFounder, Altra Running
APRIL 16, 2012 | SGBWeekly.com 19
RACESOCKMSRP $ 49.95
RECOVERYSOCKMSRP $ 44.95
ELITESOCKMSRP $ 59.95
UNSURPASSED EXCELLENCEENHANCING THE MOST COMPREHENSIVE COMPRESSION COLLECTION AVAILABLE.
IRONMAN® and M-DOT® are registered trademarks of World Triathlon Corporation used herein by permission.
2XU ELITE COMPRESSION SOCK FEATURES//• Using PWX POWER / 250d for enhanced compression + longevity• Highest power denier offers extra calf + shin support• Increased elastane yarn placement - zoned to provide greater power + support to
calf, shin and arch of the foot• Graduated fit with increased pressure for enhanced recovery• Linked toe cage for extra comfort• Suitable for active use and recovery• DVT protection
USES//• ALL AROUND GENERAL SPORT PERFORMANCE• TRAINING• RECOVERY• TRAVEL• DVT PROTECTION
THE
RISE OF
OUTDOOR
To exhibit or attend, go to outdoorretailer.com/SGB––– SUMMER MARKET –––
“The energy at this show was tremendous
and it rebooted everything for me as I head back to my store.
Talking with the manufacturers I work with, their business results
are up. Our sales are up. People are excited.”
– Shelley O’Neill, Tooth of Time Traders
SNEWS Retailer of the Year
SHOW • AUGUST 2-5, 2012Salt Palace Convention Center, Salt Lake City, UT
DEMO • AUGUST 1, 2012Jordanelle State Park, Heber City, UT
