SIA The Intelligent Partner - Fall 2007 - (Page 12)

| RETAIL | SIA REGIONAL REPS OF THE YEAR | BY JONATHAN W IE SE L | The Best of the Best 10 industry pros share their high-quality methods I t’s not exactly a revelation that selection as one of SIA’s regional reps of the year is a giant compliment. All 10 winners – including a wife/husband team – are outstanding professionals who keep in close touch with product changes and retailer needs. All candidates are nominated and then voted on by shops in their regions. These are people for whom “passion” and “snow sports” seem synonymous, and they hugely enjoy their jobs and friends in the industry. That’s not the norm in the U.S. In fact, a recent Gallup poll says 77 percent of Americans hate their jobs. But what drives these anomalies other than old-fashioned work ethic? How did they get in the business? What changes have they seen? And what trends do they anticipate during the coming winter and for the longer term? impact on sales over the Internet, though that may be limited by need for service. Primary use of the Internet by consumers seems to be online research before purchase. Brock feels some Euro-based suppliers don’t tailor their web sites to American markets and they’re sometimes tough to navigate, though on the whole, retailer web sites are getting better. His ﬁnal thought? “The retail business is a partnership between dealers, consumers and suppliers. Reps have to work for retailers or product simply doesn’t matter.” Kent Fried (Atlantic) It would be tough to stay a snow-sports rep without loving fun and winter. Fried may be unique in carrying this to an extreme – he’s installed a snow gun in his backyard near Philadelphia. The gun can lay down about a foot of snow overnight on a small terrain park for his step-son, Matt. Fried is primarily an alpine skier, but he also Nordic skis and snowboards since he handles the whole range of Atomic hardgoods. He’s been on skis since age 3 and was a freestyle competitor and coach into his 20s while getting to know a lot of reps. An aunt and uncle had retail shops and he liked to help reps during school vacation. It’s remarkable Fried received this award, since he’s relatively new to the business and got his ﬁrst line in 2003. Before that he was in auto sales, which didn’t resonate in his soul. He said, “In the ski business you sell from emotion, while in the auto industry you sell from necessity.” Fried expects wider alpine skis this winter. More far-reaching, he anticipates more industry emphasis on “green” products, sooner than later. One example is Jiminy Peak’s new windmill, which will generate electricity for about a third of the resort’s annual needs. Another is Atomic’s decision not to use a lacquer ﬁnish, thus cutting down on air pollution. He anticipates consumers will start asking retailers for green products, and they in turn will ask manufacturers. Steve Brock (West) Steve Brock is a long-time rep and native Californian, mainly an alpine skier who does some riding. He was an instructor and coach in the Sierra and also worked as a surf board company area rep while graduating from Long Beach State. Brock started as a rep in 1980. “When I got out of college, I said I’d go out and have fun and hopefully make money instead of going out and making money and hopefully having fun.” The single biggest change he’s seen in the snow-sports business is the disappearance of specialty shops. In 1982, he had 42 sell-tos. Today, 38 of those are out of business. At the same time, snowboarding has grown up and “is about 75 percent of the business here.” Brock estimates ﬁve times as many specialty snowboard shops as ski shops in his region. As a result, he has changed focus, started snowboarding and expanded his lines – including Wintersteiger grinders. Ninety-ﬁve percent of the retail staff he deals with is riders selling skis. He says demo days can get former skiers so excited by shaped skis that you “see them go to the sales wall with a totally different attitude.” Possible trends he sees include retail focus on women – perhaps including boutique sections in stores – and more 12 | S I A | T . I . P . | FA L L 2 0 0 7

Table of Contents Feed for the Digital Edition of SIA The Intelligent Partner - Fall 2007

SIA The Intelligent Partner - Fall 2007 Contents Word off the Slopes Welcome Best of the Best 287 Goodyear Blimps and the Bottom Line Faces in the Crowd On the Money SIA Products and Services Index to Advertisers Advertisers.com

SIA The Intelligent Partner - Fall 2007

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