One thing we know for sure about COVID-19 is that there is so much uncertainty. Will there be a second wave? When will we see a vaccine? How long will the economic aftershocks last? When will folks feel like going to malls again?
We turn to data to help us answer the open-ended questions, and best prepare for the different scenarios that may unfold. From my sports industry perspective, some U.S. consumer behavior and spending patterns are emerging in the data, offering a glimpse into what sports retail will look like as we move through this pandemic. In today’s turbulent times, I’m glad there are some glimmers of positivity.
From a consumer behavior viewpoint, an NPD Checkout survey found that compared to pre-COVID behavior, exercising at home has increased by more than 70% and twice as many consumers are using online or app-based exercise classes. In addition, consumers plan to exercise more after COVID-19 is over. This behavior certainly bodes well for the sports industry.
I expect we will see a renewed and heightened interest in wellness and fitness post-pandemic. In addition to the lockdown providing a greater incentive for people to exercise at home or be active in the open air, I believe this illness has also motivated people to adopt healthier habits. Overall, I expect the combination of these factors to drive an increased interest in healthy lifestyles, which bodes well for sports retail. A survey recently released from our partner CivicScience indicates that more Americans are working out than they were just a few months ago. As an industry, we’ll need to figure out ways to keep them doing so – a blog topic for another day.
From a broader perspective, consumers appear to be embracing brands they can trust. According to CivicScience, brand loyalty has gone up during the pandemic. I think consumers will begin to gravitate even more so to the tried-and-true brands they trust, and I expect that their purchases will become more pragmatic. For example, we may see a shift away from sport lifestyle footwear to a more versatile and multipurpose performance shoe. Running footwear will likely see resurgence.
Looking at consumer spending behavior, the additional $600 unemployment benefit has likely propped up sales in the earlier months of this crisis; however, with that benefit set to expire at the end of July, we can expect softer sales results as the nation slowly gets back to work. On the other hand, consumers who remain employed may have greater discretionary income as they haven’t been spending on planned expenditures such as travel, cultural and sports events, child care and a myriad of other “normal” expenses. This can leave more disposable income for other purchases.
It probably comes as no surprise that e-commerce has been a huge winner during the lockdown. NPD data shows that in April, two-thirds of all athletic shoes sold in the U.S. were sold online. Of course, as stores re-open, this ratio will likely come down, but during the crisis many consumers learned new ways to buy products on the internet. I don’t think those lessons will be unlearned. We can expect retailers and brands with excellent e-commerce platforms to thrive, and the opposite outcome for those that don’t have catchy, user-friendly websites.
In a similar vein, direct-to-consumer activities have kept many brands afloat during the lockdown. I don’t expect we’ll see brands pulling back from this effort going forward. Brands will be more formidable competitors than ever.
As we’ve already started to see in the news, we can expect brand and retailer bankruptcies as we come out of this crisis. There may even be some “strategic” bankruptcies so companies can shed unwanted liabilities. Fewer stores will lead to more e-commerce sales.
We can expect the return to physical retail to be slow and painful. Research conducted by CivicScience found that for customers who like to shop at Academy, 25% say they would be comfortable shopping there in one to four months, and 50% say in more than four months. For customers who like to shop at Footlocker and The Finish Line, about 40% say they will shop there in one to four months, and about 30% say more than four months. Based on the poll, Dick’s Sporting Goods has the most favorable outlook, with about half saying they would shop soon and 30% saying in one to four months. This tells me that the recovery of physical retail will be bumpy.
Blanketing all of this will continue to be social distancing. I suspect this will remain a disruptor going forward – it will change fitness regimes, retail layouts, customer returns, and so much more. Social distancing will be the defining, societal change of the pandemic.
I will share more of my insights and observations as we continue to learn more about the COVID-19 consumer of tomorrow.
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For more information or to speak with Matt, contact me at [email protected] or 516-625-2203.
About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, video games, and watches. For more information, visit npd.com. Follow us on Twitter: @npd_sports.
Embracing outdoor moments and looking to create them in both the open-air and comfort of our backyards has been a natural response to stay-at-home orders. With air travel showing slow improvement and family vacation options limited, camping could have a breakout summer.
By Dirk Sorenson
Executive Director, Industry Analyst, Sports
My favorite childhood memories are of trips with my dad to fly fish and camp in Colorado and Utah. I will be a heretic and say I hated the fly fishing part, but I went to enjoy family time and the outdoors. Those trips were incredible, multi-day excursions that included leaky tents, testy camp stoves, meals from cans, and coolers that really didn’t hold their cool. I learned to start fires, set up tents, and sleep under the stars. These were the fundamentals of my summers, and the moments that made me a permanent camping guy.
Times have changed. And I’m not talking about the fact that I now own a tent that doesn’t leak, or a stove that actually works.
The COVID-19 crisis has challenged me to find additional uses for my camping equipment, to entertain my 10-year old son in our backyard. My equipment is becoming multipurpose – it isn’t just about the multi-day family trip anymore, but a fundamental tool in keeping my family entertained, active, and focused on more than a video game or the latest TikTok snippet.
Last week, I went on a purchasing binge for camping items to invent more options for summertime backyard activities. Those same purchases will end up supporting my family all summer long, as I seek ways to reinvent summer now that our traditional vacation plans have been cancelled. Instead of a flight to see family 2,000 miles away, we’ll pack up our car, meet our family somewhere in the middle, and camp. Items like a new tent, better cooler, portable tables, chairs, and more fuel are all going to be used both in the backyard and during this camping adventure.
Looking at NPD data, I realize that I’m not alone in my outdoor equipment-buying behavior. Recreational tents showed strong sales in the last two weeks of April, with sales up 32% in the week ending May 2 compared to last year. Grills, a backyard staple, have consistently performed better week-over-week since the COVID-19 crisis changed our lives. Other camp basics are also beginning to sell better now than at comparable times last year, including camp tables, camp chairs, and lanterns. All of these items can be used both in the backyard and at the campground. My overall takeaway in looking at camping’s leaders and bleeders is that multipurpose products that can be used in both environments are experiencing growth, while those exclusive to hardcore camping or travel have yet to emerge from the crisis.
Embracing outdoor moments and looking to create them in the comfort of our backyards has been a natural response to stay-at-home orders. With air travel showing slow improvement and family vacation options like theme parks limited, camping could have a breakout summer.
Camping has traditionally been an approachable family vacation. The key for brands and retailers will be to focus on this version of the outdoor experience – camping as fun, quality family time, whether it is at the campground or in the backyard – and evoking first timers looking to create memorable summer moments for their family.
Brands and retailers have an important role to play not only in encouraging outdoor activity, but also lending a helpful ear. They must embrace ways to go the extra mile to help new campers plan purchases and discover places to camp out, and create glamping moments in their customers’ backyards. Family is the fuel for the camping market this season. All of these basic steps should help to improve summer sales as consumers turn to new options to reinvent vacation this year.
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For more information or to speak with Dirk, contact me at [email protected] or 516-625-2203.
About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, video games, and watches. For more information, visit npd.com. Follow us on Twitter: @npd_sports.
(Carlsbad, Calif., – June 4, 2020) – Today the Texas High School Baseball Coaches Association (THSBCA) and Blast Motion, the leader in swing analysis, player development, and remote coaching, announced a multi-year partnership to make Blast the Official Swing Analyzer of THSBCA. Blast and THSBCA have a common goal of bringing the baseball community and players together to help young athletes swing with a purpose, compete, and have fun. THSBCA coaches will have the ability to stay connected with their players, while allowing players to continue their development at home. Players will also have the opportunity to participate in virtual developmental hitting competitions, powered by Blast, that will let them compete with their peers, showcase their skills, and improve as hitters.
“The THSBCA has always worked to further the knowledge and awareness of baseball, at all levels, and we see Blast as providing players with an incredible tool to help them understand and improve their swing,” said Rex Sanders, Executive Director at THSBCA. “When coaches use Blast with their teams, we’re enabling them to have access to the same swing analysis information used by MLB teams. They also get a chance to work with players while they are away from the field, allowing them to help hold players accountable for their own individual training. This is an opportunity for both coaches and players to benefit, and it directly helps us advance our mission for the baseball community.”
The Blast solution is designed to help coaches evaluate and improve a player’s swing through automatic swing quality assessments, video analysis and comparisons, 3D swing tracer visualizations, and personalized performance reports.
“We are thrilled to partner alongside the Texas High School Baseball Coaches Association,” said Jeff Fallis, VP, Sales, at Blast Motion. “Blast technology helps aspiring athletes better understand their swing and shorten the feedback loop, both in practice and in-game. Athletes that want to take their game to the next level need continual, unbiased feedback on their performance. We look forward to bringing these benefits to coaches and players across the state of Texas, while working with THSBCA on our shared mission to grow the game.”
About Blast Motion
Based in Carlsbad, California, Blast Motion is an information company that provides motion analysis and performance insights. By intelligently combining the bio-mechanics of movement with sensor data, video capture technology, and cloud-based software services, Blast has redefined the way people coach, recruit, train, analyze, and improve their game. For additional information on Blast Motion, please visit: blastmotion.com
About the Texas High School Baseball Coaches Association
In 1972 an energetic group of high school coaches and scouts gathered in Waco to formulate new ideas for the promotion and improvement of high school baseball in Texas. Over the past 49 years the Texas High School Baseball Coaches Association (THSBCA) has grown in every division of baseball and is one of the fastest growing baseball associations in the country with over 3,700 members. For more information on THSBCA, please visit: www.thsbca.com
INDIANAPOLIS, IN (June 4, 2020) — The NFHS hopes to reach thousands of high school students from across the nation July 20-22 with its first virtual National Student Leadership Summit (NSLS). This year’s summit marks the 13th national conference for high school student leaders sponsored by the National Federation of State High School Associations (NFHS) since the inaugural event in 2001. The NFHS planned to host the NSLS in Indianapolis this summer; however, due to the COVID-19 pandemic, the summit will be broadcast in a virtual setting on the NFHS Network, which annually streams more than 100,000 high school events online at https://link.edgepilot.com/s/269b3009/6NUkNsogRUyQlLDAEdhXlQ?u=http://www.nfhsnetwork.com/.“The NFHS is excited and thrilled to be able to offer leadership training in a virtual setting for our students who participate in athletics and performing arts,” said Elliot Hopkins, NFHS director of sports, sanctioning and student services and coordinator of the National Student Leadership Summit. “This is obviously an unusual year, but we are in desperate need to develop adaptable and pliable leaders. Our young people are ready to lead. They need training, honing of their skill sets and a chance.”Despite the circumstances, hosting the summit virtually presents several advantages. Since the summit will be offered at no cost to the students, it allows more student leaders to receive instruction on improving their leadership skills and realize the privilege and power of their influence in their school, community and state. The students will receive instruction from a panel of content experts and two featured speakers.Julie Carrier, who serves as this year’s opening general session speaker, is an award-winning speaker, Emmy nominated TV personality, author, 2002 Miss Virginia USA, and a senior leadership consultant to the Pentagon. Deanna Singh, who hails from Wisconsin, serves as the closing general session speaker. She is the author of three books, and she was recently recognized among the country’s Most Influential 40 under 40. In addition to being a gifted communicator and entrepreneur, Singh was recently mentioned in the Forbes Magazine feature, “An Awesome Black Woman Everyone Should Know.”“As an organization, we have taken immense pride in the speakers we put in front of our young leaders. We feel that Julie Carrier and Deanna Singh could occupy a couple of spots on the speakers’ Mt. Rushmore,” Hopkins said. “These women are extremely talented and accomplished. With their talent, passion and communication skills, they could easily be Fortune 500 CEOs if they chose that career path. Carrier has shared her message of confidence, empowerment and self-esteem with millions. What makes Deanna so special is her skill to help people build bridges to each other. She is an excellent storyteller and an impactful example of determination.”The content speakers include Deb Hult, a nationally recognized presenter in relational and motivational leadership and co-founder of Core Trainings who will speak on relationship building and maintenance; Gregory A. Dale, Ph.D., director of sport psychology and leadership programs for the Duke University Athletics Department, who will speak on effective communication with team, bandmates and adults; Omari Pearson, an author, speaker, facilitator, mentor and consultant, who will speak on “Brain Mapping (Goal Setting in the 21st Century)”; and Singh, who will discuss inclusion and perspective.The virtual NSLS will take place via the NFHS Network each day at 12:45 p.m. EDT. Once registered, students will a receive a link to the Network’s coverage, which will be accessed each day, and can be shared with fellow students. Following highlights from past summits at 12:45 p.m., and general introductions, the content experts will make presentations at 1:10 p.m. and 1:50 p.m. each day. The first day of the Summit features Carrier as the opening session speaker followed by Pearson with his “Brain Mapping” session. Hult opens day two of the summit followed by Singh, who also presents on the last day with her closing remarks. Day three begins with Dale’s workshop on effective communication for student-athletes. The summit will conclude at 2:30 each day.“Considering what students have just gone through with canceled sports seasons, proms, graduations and other high school defining events, it is clear to us that this group of young people are resilient and extremely unique,” Hopkins said. “This is not the first world-changing event we have encountered in our history, and we doubt that it will be the last. The difference will be how prepared our young leaders will be when the next event arrives, how well they thrive and lead through it. We now have the possibility to reach tens of thousands of high school student leaders with our virtual summit setting. The scale and the breadth of this opportunity to positively influence these like-minded young people is staggering.”The NFHS started the NSLS in 2015 after previously hosting the National Student Leadership Conference seven times (2001-03, 2007-10). As the national leadership organization for high school sports and performing arts, member associations felt the NFHS should continue its role in developing and nurturing the leadership skills of high school students.For more information on the NSLS, visit https://link.edgepilot.com/s/90d4d7e1/2Op55XC6q06kiW6OxIrcJQ?u=http://www.nfhs.org/resources/conferences-meetings/national-student-leadership-summit/. Online link to article: https://link.edgepilot.com/s/bbc8d524/cs5dWPi1ckipxXPgwXdeEA?u=https://www.nfhs.org/articles/nfhs-to-host-first-virtual-national-student-leadership-summit/ This press release was written by Cody Porter, Manager of Media Relations in the Publications/Communications Department. ###About the National Federation of State High School Associations (NFHS)
The NFHS, based in Indianapolis, Indiana, is the national leadership organization for high school sports and performing arts activities. Since 1920, the NFHS has led the development of education-based interscholastic sports and performing arts activities that help students succeed in their lives. The NFHS sets direction for the future by building awareness and support, improving the participation experience, establishing consistent standards and rules for competition, and helping those who oversee high school sports and activities. The NFHS writes playing rules for 17 sports for boys and girls at the high school level. Through its 50 member state associations and the District of Columbia, the NFHS reaches more than 19,500 high schools and 12 million participants in high school activity programs, including more than 7.9 million in high school sports. As the recognized national authority on interscholastic activity programs, the NFHS conducts national meetings; sanctions interstate events; offers online publications and services for high school coaches and officials; sponsors professional organizations for high school coaches, officials, speech and debate coaches, and music adjudicators; serves as the national source for interscholastic coach training; and serves as a national information resource of interscholastic athletics and activities. For more information, visit the NFHS website at https://link.edgepilot.com/s/8b6671e7/z4W-cPtr9US–0t0YL9tAQ?u=http://www.nfhs.org/.
MEDIA CONTACTS:
Bruce Howard, 317-972-6900, Director of Publications and Communications National Federation of State High School Associations, [email protected] Chris Boone, 317-972-6900, Assistant Director of Publications and Communications National Federation of State High School Associations, [email protected] Cody Porter, 317-972-6900, Manager of Media Relations, National Federation of State High School Associations, [email protected], Nate Perry, 317-972-6900, Coordinator of Media Relations National Federation of State High School Associations, [email protected]
The home fitness trend is one of the biggest to emerge from the COVID-19 crisis. Now that consumer interest is piqued on how to exercise at home, the question for retailers and manufacturers becomes, how do we maintain the momentum established over these weeks? Dirk offers up three answers.
Maintaining Momentum for Fitness at Home
By Dirk Sorenson
Executive Director, Industry Analyst, Sports
The home fitness trend is one of the biggest to emerge from the COVID-19 crisis. In the seven weeks between March 15 and May 2, U.S. home fitness equipment sales grew by 175% in dollars compared to the same period last year. Growth occurred across numerous categories including cardiovascular machines (+225%); yoga equipment (+209%); small strength training products like rubber tubing (+209%); and equipment to aid in mobility, such as inversion tables and Pilates reformers (over 350%).
Clearly the need to create moments for health-at-home was at an all-time high during the opening weeks of the crisis in the U.S., as consumers were forced to find alternatives to closed gyms and fitness studios. It has not only been overall sales, but also average selling prices for the equipment that have increased during this seven-week period, up 27%. The average price for stationary bikes really led this price increase, largely due to improvements in connected technology. Bikes now include technology to measure power output from the rider, allow for connection to online fitness classes, and even provide virtual riding environments.
For manufacturers and retailers that want to take advantage of this trend, a number of obstacles present themselves. Numerous articles point to inventory shortages for both sports equipment and bikes. And as the pandemic (hopefully) subsides and stay-at-home orders are relaxed, gyms will reopen to provide consumers with fitness options outside the home. With these challenges, the question for retailers and manufacturers becomes, how do we maintain the momentum established over these weeks while consumers were inventing at-home exercise routines?
I see three answers.
First is to invest in ways to use digital platforms to create community for those exercising at home. Studio fitness and gyms provide opportunities for social interaction. The camaraderie in gyms, particularly in classes, is an enormous draw for gyms. Retailers and manufacturers have to address this and an obvious direction is using online platforms to connect customers. I have written a bit about this trend in earlier posts. Online platforms like Peloton’s streaming classes or Zwift’s immersive multiplayer gaming environment for runners on treadmills and cyclists on indoor bikes should be emulated. Simple efforts like creating local “leaderboards” that are curated by retailers can also go a long way.
Next is to encourage equipment usage by providing structured training insights and programs. Again, this can be done virtually. While many consumers have now invested in equipment, many are still unsure how to use it effectively to become fitter and healthier. Simple steps on the part of manufacturers and retailers to provide consumers with guided instruction is a powerful answer to consumers quickly abandoning the use of equipment because they don’t know what to do. As an example, I recently purchased a weighted sandbag for workouts. I was surprised when the manufacturer mailed me a postcard, thanking me for my purchase and providing links to YouTube workout videos I should try. While that is a simple step, it can go a long way in sustaining the interest of customers in their recently purchased home fitness equipment.
Finally, we need to be realistic about the challenges of shipping and setting up bulkier fitness equipment in our homes. Cardio equipment represented about 40% of the sales of home fitness equipment over the initial seven weeks of the COVID-19 crisis, so the category stands out as a critical one for continued growth. Looking for ways to extend this growth will somewhat rely on how to ship, support, and setup this equipment for consumers. Looking at recent developments in mobile cycling shops–where bike servicing and delivery occurs out of vans or to online furniture retailers like Wayfair where furniture setup and building can be purchased at a nominal fee–are two business models that may provide inspiration on how to tackle this challenge. A more straightforward approach for the retail community may be to lean in to the sale of smaller items like yoga products and smaller strength equipment, like bands and strap trainers.
Ultimately, today’s crisis has piqued consumer interest on how to be healthy at home. It is now time to take advantage of this change and create a category that has more long-lasting sales improvements.
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For more information or to speak with Dirk, contact me at [email protected] or 516-625-2203.
About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, video games, and watches. For more information, visit npd.com. Follow us on Twitter: @npd_sports.
Press Contact:
Marissa Guyduy
+1 516-625-2203
[email protected]
Port Washington, NY, May 28, 2020 – U.S. apparel dollar sales in the last week of April were 35% lower than the same week in 2019, but that is half what it was at the lowest point during the pandemic. Shifts in apparel purchase behavior have occurred across both categories and wearer segments since the start of the pandemic, pointing to important changes in consumer buying phases, reports The NPD Group.
“Apparel was a low priority early in the COVID-19 crisis when consumers were focused on things like groceries and other in-home necessities, but we’re seeing evidence that apparel is once again entering the spending consideration set,” saidMaria Rugolo, apparel industry analyst at The NPD Group. “Warmer weather is spanning much of the country, allowing consumers to extend their mostly homebound routines to the outdoors, and expanding their apparel needs beyond comfort and above-the-keyboard dressing.”
Summer seasonal apparel categories, shorts and swimwear, recently captured nearly one-fifth of total apparel spending, which is more spending share for this category than the same time last year. In the first week of March 2020, sales of these categories were proportional to the same week in 2019. By week ending May 2, 2020, while summer seasonal apparel sales were still down compared to last year, declines softened significantly and their dollar share of the overall market was 5 points higher than the same week in 2019.
In addition to recent growth in summer seasonal categories, steadily rising sales of many basic apparel categories, like underwear and sleepwear, are offsetting the steep dollar sales declines in tailored clothing since the pandemic surfaced in the U.S. As a result, basic apparel is also capturing a larger portion of the challenged apparel market, 25% of sales in the last week of April compared to 17% last year.
The demographics of apparel consumers have also demonstrated a shift in shopping motivation. As a whole, clothing for kids has consistently seen the softest double-digit dollar declines of all wearer segments, resulting in the youth segment capturing a higher share of total apparel dollar sales since the start of the pandemic. Following weeks of year-over-year declines, dollar sales of kids’ apparel in the last week of April reached year-ago levels. Women’s apparel also began to see a softening in spending declines during the second half of April.
“Needs and behaviors will continue to shift with each phase of the country’s reopening and crisis recovery, but it is encouraging to see the consumer demonstrating an interest in adding to their wardrobe,” added Rugolo. “Tapping into this interest with a focus on needs and an underlying yearning for normalcy will be central to capturing apparel sales along the uncertain road that lies ahead.”
Source: The NPD Group/Retail Tracking Service
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About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, video games, and watches. For more information, visit npd.com. Follow us on Twitter: @npdgroup.
Contact:
Janine Marshall
(516) 625 2356
Twitter: @npdretail
Saving summer vacation, with social distancing in mind!
Sales data around camping equipment, U.S. travel books/maps/road atlases and gas prices suggest the environment is ripe for road trips this year, as national parks and other parts of the country begin to reopen, and air travel restrictions and concerns remain.
Here are some stats:
· Camping equipment sales reached a turning point in April and ramped up in the last two weeks of the month. In the two weeks ending May 2, dollar sales grew for recreation tents(+30%), hammocks (+103%), camp sets (+119%), and campfire equipment (+42%), as well as grills (+74%), smokers (+94%), and fuel (+23%). Also seeing growth were accessories such as portable power kits(+87%), bike trailers/joggers(+133%), and hanging hitch racks (+51%). Source: The NPD Group/ U.S. Weekly Retail Tracking Service
· Tools to equip the RV also saw increases in the latter half of April, including utensils (+36%), pots and pans (+22%), and camp toiletries (+24%). Source: The NPD Group/ U.S. Weekly Retail Tracking Service
· U.S. travel book salesincreased 77% in the four weeks ending May 16. By region, travel books for the Western U.S.states were the most sought after, growing 108%. (Based on unit sales)
· Unit sales for maps and road atlases grew 106%. Sales of parks and campground booksalso rebounded, growing 123%. More about the travel book trend can be found here.
· At the fuel pump, the average price per gallon has declined 30 cents since January, and price as a reason for purchasehas increased year-to-date through April, according to NPD’s Motor Fuels Index.
“Cabin fever has set in big time, as the lockdown and work-from-home lifestyle continues to be followed by much of the nation. Families are looking for a safe escape to save their summer vacation. As a result, there’s an uptick in consumers gearing up for outdoor activities and road trips, whether local or more long distance,” said Matt Powell, NPD’s sports industry advisor. “NPD data from other industries shows sales increases for U.S. travel books, maps and atlases, and outdoor toys. There’s a sweeping trend at play here; from the backyard to the campground, consumers are seeking refuge in the outdoors.”
For more information, reach out to me at [email protected] or 516-625-2203. Happy to provide more insights or connect you with our industry analyst/s.
New, branded face coverings from Life Fitness are now available to purchase online with sales benefitting No Kid Hungry
ROSEMONT, Ill., May 19, 2020 /PRNewswire/ — Life Fitness, the global leader in commercial fitness equipment, announced today a new initiative to produce non-medical, reusable face coverings in its global manufacturing plants. The Life Fitness branded face coverings are available to purchase in packs of 25 on the company’s website. For every pack of 25 sold through June 18, 2020, Life Fitness will donate $1.00 per face covering to No Kid Hungry in the United States to help provide children with meals they need during school closures.
Life Fitness face coverings come at a critical time, as conversations on how to safely reopen businesses become more prominent, particularly as they relate to facilities like gyms. As fitness facility owners consider best practices for reopening, many are looking to provide face coverings to their staff and exercisers to ensure proper safety measures and align with local directives.
“Our mission to inspire healthier lives extends far beyond physical fitness. We are proud to offer reusable face coverings to support the health of our customers and, more importantly, to give back to our communities,” said Chris Clawson, CEO of Life Fitness. “Today, inspiring healthier lives also means helping to supply meals to children and families. The important work that No Kid Hungry is doing to end childhood hunger has inspired us, and we hope they can likewise inspire others to join us by giving back to those who need it most.”
With nearly all schools closed nationwide, millions of children are losing the meals they depend on every day. As part of its relief efforts, No Kid Hungry, a national campaign focused on ending childhood hunger in America, is providing emergency grants to schools, food banks and community groups to help children in need.
This initiative comes on the heels of Life Fitness’ previous COVID-19 response. On March 30, two Life Fitness employees in Owatonna, Minnesota volunteered to sew face coverings out of the plant’s upholstery department to donate to local healthcare workers. This initiative expanded to additional Life Fitness plants in the U.S. (Ramsey, Minnesota and Falmouth, Kentucky), and internationally in Kiskőrös, Hungary. Collectively, Life Fitness has produced over 10,000 face coverings for healthcare workers, communities, and its employees and plans to manufacture tens of thousands more across its global manufacturing footprint.
The reusable face coverings will be produced in Life Fitness plants in Minnesota, Kentucky and Hungary. Life Fitness face coverings are non-medical grade and are not approved for use in medical settings by the FDA or other regulatory agencies.
About Life Fitness
Life Fitness is the global leader in commercial fitness equipment and game tables and furnishings. The company manufactures and sells its strength and cardiovascular equipment, billiards tables and accessories, and game room furniture under the brand names Life Fitness, Hammer Strength, Cybex, Indoor Cycling Group, SCIFIT and Brunswick Billiards. Its equipment is distributed to 166 countries. Life Fitness is headquartered outside Chicago, in Rosemont, Illinois. For more information about Life Fitness products and services, visit www.lifefitness.com.
About No Kid Hungry
No child should go hungry in America. But millions don’t know where their next meal is coming from. No Kid Hungry is ending childhood hunger by helping launch and improve programs that give all kids the healthy food they need to thrive. This is a problem we know how to solve. No Kid Hungry is a campaign by Share Our Strength, an organization working to end hunger and poverty. Learn more at NoKidHungry.org.
Dana Andreoli
T: +1-847-288-3366
E: [email protected]
SOURCE Life Fitness
I often think about how cycling is positioned to the public. Images of sweaty, anguished riders with no body fat abound in cycling magazines, on television, and in broad-reach periodicals. It has become rare to see a story showcasing the simplicity of the activity – that is, until now.
As the impact of COVID-19 began to show in the U.S., these more hardcore images are increasingly being replaced by a new reality of families riding together, and everyday health and fitness enthusiasts riding their bikes indoors. This new reality has brought impressive growth to the cycling market, which increased its sales by 31% to $1.3 billion in the first quarter of the year. More than half of those sales dollars came in March as consumers sought stay-at-home fitness options and families reinventing recess due to school closures turned to cycling as a viable choice to satisfy entertainment and fitness needs.*
Several categories had unprecedented sales increases in March. Within bicycles, electric and gravel bikes continued on their growth trajectory—+85% and +20%, respectively, in March—while others that have traditionally seen flat or declining sales are seeing new opportunity. The latter includes children’s (+59% in March), adult lifestyle (+121%), transit/fitness (+66%), and front suspension mountain bikes (+55%). In addition, trailers and trail-a-bikes showed strong growth, up 77% in March.*
Two other trends worth mentioning are the growth of trainers/rollers and stationary bikes which, I suspect, are both largely due to the need for people to find new stay-at-home fitness options. Trainers/rollers grew sales by over 250% in March and stationary bikes were up 171%.*
All of this growth generates an opportunity for cycling retailers and manufacturers: how to embrace a new group of customers expressing interest in cycling. I suggest the industry pay attention to two critical lessons we’ve learned recently: 1) the power of family cycling being an approachable, healthy, and safe activity, and 2) consumer willingness to invest in indoor bikes and cycling options for fitness.
To attract and retain families, it’s time the industry look at short-term improvements in the way it works with non-athlete cyclists to maintain enthusiasm. While I support conversations on how to make streets safer for cyclists, I suggest the industry also examine more basic and immediately controllable aspects of the ways it positions cycling to families, looking at retail merchandising to start. For independent bike shops, in-store messaging should focus on family. Family and trail-a-bikes should be placed in the front of the store and offerings shouldn’t be marginalized. Sales staff should be encouraged and trained to help with the basic questions a new family might ask about cycling, and encourage sales for this important segment.
For broader retailers in the rest of the market, I would look long and hard at how bikes are initially built to assure that the first ride experience on a bike from a major retailer is a positive one. I would also determine how to merchandise bikes in a way that encourages interest. While I understand the need to assure profitability for every square inch of floor space, stacking bikes three rows high creates a new set of problems that retailers need to answer.
For both the independent dealers and large merchants, now may be the time to examine pricing to encourage both margin and approachability, so that more consumers feel comfortable buying and retailers can thrive.
The industry must also retain momentum in the popularity of indoor cycling as a fitness activity. Transactional estimates collected by NPD’s Innovation Lab show that gyms and fitness centers have been one of the most hard hit service categories in the economy; revenues have declined every week since the beginning of the crisis in the U.S., and are now down by more than 90%.** The COVID-19 crisis has altered the way we can work out today, and may be able—or want—to exercise in the future.
Cycling retailers and manufacturers stand to benefit from the at-home fitness trend, but they also face a more competitive landscape with companies such as Peloton, whose sales have grown more than 2X each week since stay-at-home orders went into effect in mid-March.** Simple merchandising changes will help, which includes making cycling shops destinations to try and buy stationary bikes, trainers, and applications such as Zwift. Cycling retailers also have an advantage of service that should benefit consumers seeking a cycling style fitness workout.
The new reality that we’re all faced with has brought many challenges along with it, but has also opened doors for opportunity in certain markets including cycling. More people are likely riding bikes today than in years past, and there’s no reason why this new culture shouldn’t persevere.
*Source: The NPD Group/ U.S. Retail Tracking Service/ January-March 2020 vs. 2019; March 2020 vs. 2019 (Total cycling market figures also include stationary bikes)
**Source: The NPD Group/ Innovation Lab
For more information or to speak with Dirk, contact me at [email protected]
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American’s Baseball Tournament Destination in Branson, MO “Signs” A New General Manager
(Branson, MO) May 15, 2020 – Ballparks of America is a 70-acre world-class baseball destination for players 9-14 years old which attracts thousands of visitors annually to its home city of Branson, MO. Following an ownership shift earlier this year, the Ballparks of America team is preparing to bring in the first wave of teams for an exceptional 2020 summer baseball season.
The Ballparks of America facility is operated by Sports Facilities Management (SFM), who has been leading preparations and gearing up for the first tournament of the summer. Those preparations include putting in additional cleaning, social distancing, and potential screening policies and safety procedures to protect players, visitors, and employees.
Among other preparations, the team secured a “big league” hire this week: Scott Bailes. With his wealth of knowledge and reputation in the baseball world, SFM believes Bailes to be a great fit at Ballparks of America. Bailes started in the 1986 season with the Cleveland Indians, and his major league career spanned nearly ten seasons, with stops in Cleveland, California and Texas. Upon retirement, he founded Sports World, an indoor sports training facility while serving a four year term as a city councilman and serving on the Springfield-Greene County Park Board. Bailes worked with the Cardinals organization for eight seasons as Director of Development and continues today as the color commentator on all television broadcasts.
“With Scott Bailes’ background we knew he would be a great fit,” says Lori Moore, Account Executive of SFM. “He has had a tremendous influence in his various roles not only as a professional baseball player, but also as a facility operator, entrepreneur, and public servant. He is a great addition to the SFM team and as General Manager will be a great asset for Ballparks of America.”
Bailes is coming on board just in time to help kick off the 2020 baseball season in the Ozarks, and he will be a part of an extended season. Ballparks recently announced new events in August and September as a direct result of the delayed start to the baseball season and increased customer demand. The Ballparks team is currently registering teams for the remaining slots in those tournaments. Because of their market influence as a national sports destination, Ballparks of America is also positioned to be a leader in the post-Covid recovery and rebound for Branson, bringing in new and repeat visitors to one of America’s favorite family destinations.
“I am honored to work for SFM and to join the Ballparks team,” says Bailes of his new position. “I look forward to bringing my expertise and leadership to the complex so we can offer visitors an exceptional experience on the field and off. Our team at Ballparks of America looks forward to bringing back baseball and are expecting a great season.”
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Located in Branson, Missouri, Ballparks of America is an international baseball tournament destination. Our signature features are our on campus stay and play suites and our two-thirds scale replicas of 5 classic American ballparks, complete with the dimensions and elements that make each of these iconic stadiums unique. Ballparks of America is a member of the SFM Network, the nation’s largest and fastest growing network of sports facilities and is operated by the industry-leader in outsourced operations, Sports Facilities Management. Learn more or register for your next tournament: www.ballparksofamerica.com.