Super Show exercises options; flood of innovations try to appeal to the time-pressed

Discount Store News, March 3, 1997

ATLANTA -- The thousands of sporting goods manufacturers that displayed their products at Super Show '97 are finding their toughest competitors to be time and the increasing options consumers have for how they spend it.

Many choose to spend it doing nothing. About 60% of Americans are not regularly physically active and 25% of adults never get any exercise, according to last summer's landmark report from the Surgeon General on physical activity and health.

For those involved in the sporting goods business, the statistics may be harder to stomach than the abs of the fitness models found in abundance at the Super Show. It can also be said with reasonable certainty that most people enjoy participating in various sports and are aware of the health benefits of physical activity, but just as many are starved for time.

In fact, most sports are not attracting significant numbers of new participants, according to the Sporting Goods Manufacturing Association's 1997 State of the Industry Report. Instead, segments are competing for participants against each other and in the face of emerging new sports such as roller hockey and snowboarding.

Tennis is a perfect example. It was ranked among the top 10 most popular sports in the late '70s. Today, it's not even in the top 20. To regain popularity, the Tennis Industry Association is waging an all-out war for the hearts, minds and dollars of the nation's youth with its Play Tennis America program and a new initiative with the immensely popular Cartoon Network. The industry is also actively seeking participants from other segments. A new slogan targeting an issue sensitive with golfers points out that "In tennis, you set the pace, not the foursome in front of you."

The fact that more people don't participate in physical activity and the modest growth of product sales certainly can't be attributed to a lack of innovation on the part of manufacturers. That was a point well illustrated at the Super Show, where there was no shortage of exciting items. Among them and the trends expected to influence sales were:

* Fitness products. Air walkers are poised to unseat health riders and ab rollers as the latest craze in the cyclical home fitness market. The products offer users a low impact workout, which is an important selling feature for those concerned about joint stress. One model expected to be popular is the Air Strider from Icon Health and Fitness. Shipments of the $149 product began two months ago, according to spokeswoman Colleen Logan. A $199 product called the Airfit is being promoted in infomercials featuring former San Francisco 49er quarterback also expected to continue enjoying strong sales, according to SGMA's Fitness Products Council. The council estimates manufacturer sales of fitness equipment increased 13% to $2.2 billion in 1996.

* In-line skating. An SGMA membership survey concluded that in-line skating will be 1997's hottest activity. One new product with desirable features is the RollerBall inline radial skate. As implied in the name, the patented skate rolls on balls rather than the elliptical wheels found on other skates. Theoretically, RollerBalls are easier for beginners to maintain their balance and more experienced skaters can turn sharper. With several models available under $100 RollerBalls are ideally suited for the mass market, said founder and chairman Jack Forcelledo. Nearly 23 million people participate in in-line skating, according to SGMA.

* The Bun Trainer. This unique product just came out with an infomercial and was offered to retailers for the first time at the Super Show. Users of the device lay on the floor on their backs. Feet are placed on a base connected to a bar that rests on the front of the thighs. The buns are exercised when the pelvis is thrust upward against the resistance offered by the bar placed over the thighs.

The product's inventor, David Richmond, said the Bun Trainer sold so fast on infomercials when it was offered at $79 that the price was increased to $99 for testing purposes. The product is offered by Marson Media, the company that created the Abflex.

Increased participation by women is driving much of the growth in sporting goods. Women's basketball is enjoying newfound popularity thanks to the success of the U.S. Olympic women's team and the recently formed professional league. Basketball has always been one of the nation's most popular sports in terms of fans and participants. Advancements in equipment are improving the quality of driveway games. For example, Huffy Sports is offering a new Jam Pak portable basketball system for $139 that features a breakaway rim and an adjustable backboard offset from the sand-filled base.

The Brunswick Outdoor Recreation Group continues to acquire new brands, picking up Nelson/Weather-Rite, Igloo Coolers and Roadmaster. That's in addition to its Zebco American Camper and Swivl-Eze brands and licensing agreements with Browning and Remington. "The thing that has been missing from a lot of these companies is marketing, and we are a marketing-driven company," said president Jim Dawson.