A FORMULA4 MEDIA PUBLICATION • July/August 2010

Cashing in on Bike Commuters Racking It Up New Players in the category The Greenest Rep Group in America

Outdoor Eye

Marketing, Merchandising and Key Changes at Top Brands

JanSport Teams with International Mountain Guides for Outdoor Product Testing

JanSport has signed a deal with International Mountain Guides (IMG) to use the organization’s guides to test its new- est technical outdoor gear. As part of the agreement, select IMG guides will be expert contributors on JanSport’s recently launched outdoor blog, Be Outdoors (www.jansport.com/ beoutdoors), sharing their insight and knowledge about every- thing from gear recommendations to trips, training suggestions and more. In addition, IMG will lead JanSport’s annual Rainier Seminar, a 38-year-old tradition that brings together 16 indi- viduals from around the globe to summit Rainier, a 14,410-foot mountain in Washington. l

Outdoor Industry Association Joins BICEP Business Coalition Advocating Strong Energy, Climate Policy

Outdoor Industry Association (OIA) has joined among the first to experience the impacts of climate Business for Innovative Climate & Energy Policy (BICEP), change on our public lands. We believe our industry a coalition of major American businesses pushing is in a unique position and has a responsibility to offer for passage of comprehensive climate and energy leadership on this important issue.” legislation in the U.S. OIA is the 18th BICEP member and joins consumer In a published statement, Frank Hugelmeyer, president giants Best Buy, Nike, Symantec, Target, eBay, of OIA said, “Healthy public lands that support the Starbucks and Timberland among the coalition’s nation’s $730 billion outdoor recreation economy are members. More about BICEP’s nine core principles for imperiled by a warming climate. The outdoor recreation energy independence and climate policy can be found industry and those who pursue outdoor activities are at: www.ceres.org/bicep.

July/August 2010 • Outdoor Insight • 3 Outdoor Eye Outdoor Insight Editor in Chief Mark Sullivan [email protected] 646-319-7878

Managing Editor National Geographic Teams with Lou Dzierzak [email protected] The and REI for New Everest Film 612-618-2780 Editor at Large Cara Griffin

Art Director Francis Klaess

Contributing Editors Mike Kennedy Nancy Ruhling Tim Sitek Bob Seligman Suzanne Blecher Michael Jacobsen

Publisher Jeff Nott [email protected] 516-305-4711

Advertising Beth Gordon Mountain/West Coast [email protected] 949-293-1378

Jeff Gruenhut Southeast [email protected] 404-467-9980

Troy Leonard South [email protected] 352-624-1561

Sam Selvaggio Midwest [email protected] 212-398-5021 National Geographic Entertainment announced attempt to summit , “” Production a promotional partnership with The North Face and explores Mallory’s obsession with becoming the first Michael Jacobsen REI in support of the new film “The Wildest Dream: person to reach the highest place on Earth. Told through 201-396-7005 Conquest of Everest,” which is set to open in early the explorer’s poignant and evocative letters to his wife, [email protected] August. The film documents adventurer Conrad Ruth, previously unseen photos and film archive from Subscriptions Anker’s attempt to follow in the footsteps of legend- 1924 (restored from the original nitrate especially for the store.formula4media.com ary Mount Everest climber ’s fatal film), dramatization and a modern-day expedition retrac- attempt to be the first to summit the world’s high- ing the original route taken in 1924, Mallory’s incredible PO Box 23-1318 Great Neck, NY 11023 est . NGE will distribute the film in both giant- adventure lives again. Phone: 516-305-4710 screen and 35 mm the- This expedition was led by Anker, a renowned moun- Fax: 516-305-4712 Eighty-five years after aters this summer. taineer whose life became inextricably linked with www.formula4media.com George Mallory’s final The partnership with Mallory’s after he found Mallory’s body on Everest in Copyright © 2010 by attempt to summit The North Face and REI 1999. Using replica 1920s-era clothing and equipment, Formula4Media, LLC. Mount Everest, “The includes private screen- Anker sets out to solve the great mystery of whether Outdoor Insight is a trademark of Wildest Dream” ing opportunities for Mallory succeeded in summiting Everest before he Formula4 Media, LLC. ©2010 explores Mallory’s consumers of both brands died — he was last seen just 800 feet from the summit All rights reserved. The opinions obsession with in 10 markets, including before the clouds closed in and he disappeared into expressed by authors and contributors to Outdoor Insight becoming the first Seattle, San Francisco, legend. The most heartbreaking clue: All of Mallory’s are not necessarily those of the person to reach the Los Angeles, Chicago, belongings were found intact on his body, except the editors or publishers. Outdoor Insight highest place on Earth. Washington, D.C., and photograph of his beloved Ruth, which he promised to is not responsible for unsolicited manuscripts, photographs or artwork. others to be announced. leave at the top of the world if he succeeded. Articles appearing in Outdoor Insight The retailers will also host in-store events with Anker, Directed by award-winning filmmaker Anthony may not be reproduced in whole or in giving audiences an inside look at the film and Anker’s Geffen and produced by Geffen and Claudia Perkins, part without the express permission of the publisher. Outdoor Insight experience during its production. Each will be recog- “The Wildest Dream” is narrated by is published four times each year: nized as an official partner on promotional materials and features the voices of Ralph Fiennes as George Jan/Feb; Mar/Apr; Jul/Aug; Sep/Oct. created for the film by National Geographic, and all Mallory, the late Natasha Richardson as Ruth Subscriptions: one year, $20.00 (U.S. three brands will cross-promote the film online and via Mallory, Hugh Dancy as Mallory’s fellow climber Funds) in the United States. All other social networking tools with photos and video clips. Andrew Irvine, and as , the countries, $54.00 (U.S. Funds). Eighty-five years after George Mallory’s final last person to see Mallory alive. l Postmaster: Send address changes to Outdoor Insight, P.O. Box 23-1318, Great Neck, NY 11023 4 • Outdoor Insight • July/August 2010

Outdoor Eye

Merrell, Vibram Collaborate on Barefoot Running Collection Merrell and Vibram, the makers of FiveFingers barefoot shoes, have collaborated on an outsole design that they say aids in multi-directional movement and adaptability and will result in Merrell introducing “Merrell Barefoot,” a collection of mini- malist, lightweight, versatile and efficient footwear. The collection previewed to retailers last week and will begin shipping to stores in February 2011. The Merrell Barefoot collection will align Vibram with a well-known outdoor brand and an established leader in shoe making and supply chain management. As the demand for Vibram FiveFingers product has increased dramatically, Vibram has struggled to meet demand. And, according to Vibram, counterfeit VFF product has begun to trickle onto the market. The agreement with Merrell will increase the supply of sanc- Men’s styles include tioned Vibram barefoot product on the market. The Merrell the Trail Glove, an Barefoot collection features three styles each for men and athletic trail run- women. The outsoles look very much like the VFF product, ner for a close-to- although the front of the shoes does not include the distinc- terrain ride and tive “Five Finger” look for the toes. One retailer described the the True Glove. for shoes as more “like a mitten than a glove.” Suggested retail on scrambling across the collection is about $120 per pair. Clark Matis, the founder creeks and crags of Merrell who currently designs and develops product for the with natural ease brand, described the product as offering “ a good balance of foot freedom, surface protection and cushioning to help outdoor enthusiasts avoid injury and strengthen their muscles while doing what they love outside.” Men’s styles include the Trail Glove, an athletic trail runner for a close-to-terrain ride and the True Glove. for scrambling across creeks and crags with natural ease. the Tough Glove is a foot-conforming soft leather style, designed with versatility for wear around town or “a spontaneous game of ultimate Frisbee,” according to Merrell. For women, the Merrell Barefoot collection includes the Pace Glove, a low-profile trail runner, constructed with a breathable mesh; the Power Glove which has a soft leather ankle high design with three Easy Z-Rap Velcro closures that secure the foot for simple, lightweight performance; and The Pure Glove, a super low-profile Lycra mesh Mary Jane with a hook and loop closure strap for a precise and secure fit. l

Keen Adds to Executive Team Tecnica Enters Trail Shoe Category With TRS Max Technology

Tecnica Outdoor will running shoes on the mar- enter the trail running cat- ket today. egory with new technol- Research was conducted ogy called TRS Max, that at CeBiSM, a bio-mechan- addresses stability, absorp- ics facility located in Italy, tion and propulsion with coupled with rigorous test- an oversized platform. ing in the Italian Dolomites Tecnica’s TRS technol- by Team Tecnica, focusing ogy stabilizes the foot in a on the uphill, downhill and Phyllis Grove Russ Hopcus Sandy La Rowe vertical world allowing the traverse while trail running. user to ‘surf’ down hill and Tecnica will be introducing Keen Inc. has beefed up its Executive team, adding a few industry roll uphill with maximum TRS Max technology in the veterans. Russ Hopcus has joined as the vice president of sales and global efficiency. Inferno Max and the Diablo market development. Hopcus is a former adidas executive who was most The Tecnica Rolling Max in men and women’s recently president of Portland-based Icebreaker. Hopcus is charged with growing System (TRS) technology sizes. The Inferno Max, the brand’s business domestically and in international markets. In the U.S., he eliminates the dead spot in uses tunnel construction will work on expanding the company’s business beyond footwear and growing traditional outdoor shoes and a one-pull speed lace the hosiery and accessory business. while improving energy system. The Diablo Max is Phyllis Grove has taken on the role as the vice president of marketing and will transmission, comfort and a more versatile shoe with be in charge of global branding, marketing strategy and planning for Keen. Grove maximum performance. a traditional lacing system. was most recently director of marketing for Mountain Hardwear. TRS Max uses a platform Suggested retail is $150 for Sandy La Rowe was hired as the business unit director of bags, socks and that is approximately 30% the Inferno and $130 for the special projects. La Rowe will bring focused attention to areas of the business larger then traditional trail $150 Diablo Max. with great growth potential, including bags and socks. l

6 • Outdoor Insight • July/August 2010

Outdoor Eye

Top 10 Adventure Medical Kits Repositions Bike Friendly Cities Survival Business Under SOL Brand

Portland, OR Minneapolis, MN Seattle, WA Sacramento, CA San Francisco, CA

Washington, DC Adventure Medical kits is repositioning its survival product offering under the SOL (Survive Outdoors Longer) brand. Oakland, CA Originally introduced as a one-person survival kit – the S.O.L Survival Pak – in 2007, the S.O.L. Tucson, AZ product line will now include reflective survival blankets and bivvies; hybrid survival, first aid and gear repair kits; fire starters and signaling mirrors; and new for 2011 a line of fully featured survival Albuquerque, NM multi-tools. The move to reposition SOL as a brand was driven largely by the growth AMK has seen in the sur- Philadelphia, PA vival category and the growing brand recognition of the SOL mark. Source: League of American Bicyclists The company has also introduced a new logo which will appear first on packaging for the SOL Origin and Core Lite survival multi-tools due to ship to retailers in early 2011. l

Outdoor Eye

Scarpa North America To Distribute Koflach Plastic Boots

In a move that complements its own mountaineering boot collection, SCARPA North America will begin distribut- ing Koflach plastic mountaineering boots for Spring 2011, after it was announced in early May that Koflach products would again be manufac- Arctis Expe, a tured and offered in double plastic Europe. Koflach AG mountaineering boot geared announced in May toward expedition that it is re-intro- use or colder- ducing the Koflach temperature ice climbing brand to the world for Spring 2011. Originally founded by Austrian climbers in 1898, the Swiss owners at Koflach AG understand the brand equity of Koflach users. For Spring 2011, SCARPA North America will offer both the Arctis Expe, a double plastic mountaineering boot geared toward expedi- tion use or colder-temperature ice climbing, as well as the Degre, an all-around double plastic boot. The distribution arrangement also takes advantage of SCARPA North America’s move in early 2009 to open its own distribution center in a location integrated with its offices in Boulder, Colo. l

Honey Stinger Named Partner of Livestrong Challenge Series

LIVESTRONG has named Honey Stinger as an official partner of its LIVESTRONG Challenge Series. Representatives from the Steamboat Springs honey-based natural energy food company plan on participating in series events across the country with stops in Seattle, Iowa (RAGBRAI), San Jose, Philadelphia and Austin. Now in its 13th year, the LIVESTRONG Challenge Series is a signature fundraising event for LIVESTRONG raising more than $60 million dollars for the fight against cancer. Featuring runs, walks and rides for all abilities, the series offers a wide variety of programs and incentives to assist teams and individuals to fund- raise while participating series events. Located in Steamboat Springs, CO, Honey Stinger makes con- venient, nutritious and great tasting honey-based foods includ- ing energy bars, gels and organic chews. Lance Armstrong was recently added to the company’s ownership team. l Outdoor Insight, Leisure Trends Group to Present Consumer Seminar at OR Show

Who is is coming into your stores and what is driving them there? That will be the topic of a seminar hosted by Outdoor Insight and The Leisure Trends Group at the Outdoor Retailer Summer Market in Salt Lake City. The seminar will take place the morning of Wednesday, August 4, and offer a birds-eye view of consumer shopping trends of the outdoor consumer. Presented by Julia Day of The Leisure Trends Group, with data gleaned from their point-of-sale data combined with a quarterly poll of 1000 Americans adults ages 16 and over, the seminar will provide attendees with the current trends in outdoor apparel, footwear, and accessories to more effectively shop the summer show. Retailers and manufacturers are welcome, but seating is limited. Trend Insight, with data powered by Leisure Trends Group, appears in Formula4Media publications Outdoor Insight, Sports Insight, Footwear Insight, Running Insight and Textile Insight. Breakfast will be available at 7:30 am with an opportunity to network with the editors of Outdoor Insight and Textile Insight and the executives of Leisure Trends Group prior to the presentation. l

Trend Insight. Insight and Analysis on Consumer Trends in Outdoor Purchases: 7:30 – 9:00 AM, Wednesday, August 4, 2010 Speaker: Julia Day, Leisure Trends Group Moderator, Lou Dzierzak, Managing Editor of Outdoor Insight Location: Salt Lake City Downtown Marriott Salons A-C

Icebreaker To Launch Run Line in Spring 2011

The GT Icebreaker, the New Zealand- Run range features based apparel vendor that special- sleeveless izes in merino wool garments, is tees, crews, launching a run-specific collection tanks, for Spring 2011. Icebreaker has seen shorts, its brand presence grow at run- tights and a racer- ning retail in the U.S. over the past back bra. few seasons, and the company’s Icebreaker GT technical sports line is already popular with runners. But Icebreaker reports that it is now responding to consumer demand by launching a special range of garments designed specifically for running. Retail prices for the new GT Run line will range from $50 to $160. A key part of Icebreaker’s brand story is that its sustainably- produced merino wool garments are a natural alternative in a market dominated by synthetic fabrics. From a technical stand- point, Icebreaker says its merino wool garments control body temperature in all climates, are highly breathable to prevent the clamminess associated with synthetics, and protect runners from the sun’s harmful rays. “When we tested our running clothing by selling Icebreaker at the 2009 New York Marathon, we sold out,” says Icebreaker founder and CEO Jeremy Moon. The GT Run range features sleeveless tees, crews, tanks, shorts, tights and a racer-back bra. The range includes classic and fashion-forward garments, and is aimed at both fitness run- ners and elite runners. Run-specific features on the new garments include eyelet panels for breathability, reflective details for vis- ibility, zippered stash pockets, and cord management systems for listening to music. l Trend Insight Footwear Leads the Bounceback

utdoor specialty stores are rebounding nicely from a tional regional differences. “In general, the South and West bring in the difficult 2009. So far in 2010, the entire channel is up 3 highest volume of footwear sales, and both lean heavily towards the percent in dollars sold according to data from Leisure multisport category and the hiking boot category. However, Southern Trends Group’s Outdoor RetailTRAK™. However, the consumers purchase more footwear within the ‘lifestyle’ categories gains are not systemic, as certain categories and cer- such as casual shoes and sandals than those in the West.” Looking at tain regions are performing better than others this the most recent 12 months, about 26 percent of total footwear dollars Oyear. In general, the Southern and Western parts of the country are in the South came from sandals and about seeing an uptick in sales, while the Midwest is relatively flat and the Across the 11 percent came from casual shoes, while Northeast continues a downward trend. There are also winners and 16 percent of Western footwear sales came losers in each region as consumers across the country look ahead to entire country, from sandals and 9 percent from casual warmer weather and a cautiously optimistic economic environment for shoes during the same period. Stahura the remainder of 2010. footwear is a also sees geography come into play when Across the entire country, footwear is a big winner so far this year. big winner so looking at specific brands within the chan- The entire footwear category is up 17 percent in dollar sales so far in nel. “Over the past several years, certain 2010* with double digit growth coming from boots, shoes and sandals. far this year. brands with a lot of buzz such as Vibram, Looking ahead to the summer months and summer products, hiking Toms, Sanuk, and Olukai tended to catch boots, multisport shoes and trail running shoes are performing well on faster and sell more volume in the South than in any other part of across the country thus far in 2010. Sandals are also seeing early-season the country.” She adds, “Several factors could be playing a part in these growth across the country. Casual shoes, on the other hand, are sell- sales patterns, including weather differences.” ing in the South and the Northeast, but continue to suffer out West. For the recently concluded winter boot season, the Leisure Trends Leisure Trends Group Retail Analyst Elisabeth Stahura points out addi- data painted a positive picture. Specialty retailers not only increased The Rebound in Footwear Sales Is Strongest in the Southern and Western U.S.

WA

MT ME ND

VT MN OR NH SD ID WI MI MA NY RI WY 17% / +7%CT PA 14% / IA+17% NE NJ NV OH MD IN IL DE 38% / +12%UT CO WV VA CA KS MO KY

NC TN AZ OK AR SC NM In general, the

GA Southern and Western MS AL parts of the country 31% / +28% are seeing an uptick Alaska LA TX in sales, while the Midwest is relatively flat and the Northeast continues a downward Hawaii FL trend in sales.

Trend Insight is a new feature in Outdoor Insight that includes consumer research and retail point-of-sale data from The Leisure Trends Group. Data in this issue’s report are based off of Leisure Trends Group’s LeisureTRAK® report. The LeisureTRAK report is developed from a quarterly poll of 1000 American adults ages 16 and over. The results are projectable to the U.S. population. With over 20 years of historical data, the LeisureTRAK report is the definitive source for information about Americans at play. For more information on Leisure Trends Group or its LeisureTRAK report contact Julia Day at 303-786-7900 ext. 107 or [email protected]. For additional information on Trend Insight, contact Jeff Nott at 516-305-4711 or [email protected].

12 • Outdoor Insight • July/August 2010 sales this season, but they were also able to move through more percent at the end of April 2009. However, Stahura cautions against of their inventory this year. Across the entire country, outdoor putting too much emphasis on weather, as it is not the only factor in specialty retailer’s sell-through stood at 85 percent at the end of seasonal products’ success or failure. “In the Northeast, where we April, up from 82 percent at the end of April 2009. While retailers saw record-breaking warm temperatures in the beginning of 2010, in the West and the Midwest were dead even with last year at this retailers still managed to move through their winter boot inventory. time, retailers in the South benefitted from a record-breaking cold They ended April 90 percent sold-through, more than anywhere else winter and ended the season 85 percent sold-through, up from 77 in the country and up eight points from the end of last April!” l

Winter Footwear Trends Summer Footwear Trends

Winter Boots: Outdoor Specialty Sell Through Percent of Total Outdoor Specialty Footwear

End 4/09 End 4/10 Change Dollar Sales by Category* Midwest 0.84 0.84 0.00 South West All Regions South 0.77 0.85 0.08 Hiking Boots 14.32% 17.58% 15.57% West 0.83 0.83 0.00 Trail Running Shoes 7.16% 11.62% 8.02% Northeast 0.82 0.90 0.07 Multisport Shoes 20.13% 18.73% 17.88% All Outdoor Specialty 0.82 0.85 0.03 Casual Shoes 10.97% 8.83% 10.38% Sandals 26.26% 15.55% 18.93% Winter Boots: Outdoor Specialty Dollars Sold Other 22.00% 26.00%

1-4/09 1-4/10 Change Growth Footwear 100.00% 100.00% 100.00% Midwest 1,667,679 2,345,372 677,693 40.64% South 3,199,182 4,543,208 1,344,026 42.01% West And South are Strongest for Footwear Sales West 5,697,611 6,599,944 902,333 15.84% West South Northeast 2,171,803 2,799,132 627,329 28.89% Hiking Boots $22,115,584 $15,317,536 All Regions 12,736,274 16,287,655 3,551,381 27.88% Trail Running Shoes $14,621,726 $7,663,327 Multisport Shoes $23,562,210 $21,531,550 Winter Boot Sell-Through Casual Shoes $11,108,031 $11,736,982 Sandals $19,557,938 $28,094,768

0.80 Footwear $125,789,229 $106,968,010 *Based on Rolling Year 2010 Dollars Sold: May 2009 - April 2010

0.60 Footwear Dollars Sold RY 2010

0.40 14% 22% 17% 0.20 7% 26% 11% 0.00 WEST SOUTH MID SOUTH WEST NORTH ALL 20% WEST EAST OUTDOOR 26% 16% SPECIALTY 19% ● End April 2010 Sell Through ● End April 2009 Sell Through 11% 9% Winter Boot Dollar Growth 4/09 vs. 4/2010 ● Sandals ● Casual ● Multi Sport ● Trail Running ● Hiking ● Other

40

35 Good Total Dollar Sales RY 2010

30 Footwear

25 ● West ● South Sandals 20

15 Casual

10 Multisport 5

0 Trail Running MIDWEST SOUTH WEST NORTH ALL EAST REGIONS 0 20 40 60 80 100 120

July/August 2010 • Outdoor Insight • 13 Online Sales

Improving consumer purchasing experiences online and in-store

Bridging e-commerce AND brick & mortar

t’s never been easier for a consumer to find the recreational prod- director explains the process this way: “Our buy now button on the ucts they are looking for today. In 2010, more than 160 million web site puts product into a shopping cart. Shopatron processes that people in the United States will research products online before order and puts it out on a system that any of our retailers can sign up making in-store purchases. When convenience-driven, over 82 for. It’s a solution that connects the brand, the retailer and consumer.” percent of online researchers, or more than 130 million people, Mark Grondin, SVP of marketing at Shopatron, says the process will be online buyers. removes channel conflict, which is an important issue for specialty IAs consumers’ purchasing options have expanded, brands and retailers. “Any order that is generated online is sent out to a brand’s retailers adapted to meet the need. Usually mutually successful busi- ness partners, some brands have experienced friction from brick and some brands have experienced friction from brick mortar dealers who felt threatened by online retailers who didn’t have and mortar dealers who felt threatened by online the overhead associated with buildings, warehousing and employee retailers who didn’t have the overhead associated with buildings, warehousing and employee training. training. Adventure Medical Kits has found a way to satisfy the needs of both sales channels. Through a partnership with e-commerce vendor retail network for fulfillment. If brands can capture people and close Shopatron, when consumers purchase Adventure Medical Kit products the sale while their customers are on their website they will ultimately on the brand’s Web site, orders are fulfilled by the geographically sell more to those customers as well as sell more to the retailers. By closest retailer. Shopatron is a California-based company that acts as using their online channel to support their off-line channel sales they an “invisible” connector between consumers, retailers and brands. ultimately sell more.” Retailers sign on with Shopatron and are then eligible to fulfill orders Will Dameron, buyer at Green Top Sporting Goods, acknowledges placed by consumers as long as they have the requested item in stock. that the partnership between brands, Shopatron and retailers has Frank Meyer, Adventure Medical Kit’s co-founder and marketing reduced channel conflict and friction. Dameron says, “Using Shopatron

14 • Outdoor Insight • July/August 2010 builds our market share and we get return customers later down the have dedicated staff to help process orders faster and take full advan- road from them.” tage of the program.” Michael Welch, North American sales and marketing director, Mammut Gary Secunda, owner of Go 2 Outfitters in Lutz, FL, has worked with Sports Group, comments, “Shopatron has allowed Mammut to reach Shopatron for 3 years. Secunda says, “Now we’re not competing against customers through the fastest growing distribution channel in outdoor- the manufacturers we are buying from. When the consumer goes on e-commerce. The beauty of the program is that it benefits both the retailer the website and clicks on a product it moves to the Shopatron system in immediate sales and the manufacturer in long-term partnerships with to us.” retailers. Our inventory reaches the consumers that want to purchase David Cozzone, Princeton Tec director of sales & marketing reports, Mammut products online, and it also puts them in touch with the local “Most retailers have been very accepting of the program and it has retailers in their area that can support their purchase and offer services allowed us to grow our business together. It is however important for beyond just a one-time transaction.” dealers to be informed upfront and educated about the program so Thule has worked with Shopatron for three years. Tripp Wyckoff, they understand how they are benefiting rather than competing with VP-sales, says, “For the consumer it looks like they can buy directly from Thule.” “Shopatron has allowed us to increase our Wyckoff notes that keeping the consumer engaged with the brand SKU assortment within key retailers and also site increases opportunities for sales. He reports, “The second a con- gives us the opportunities to tailor promotions sumer leaves our website we don’t know where they went or what they as we see fit.” Tripp Wyckoff, Shopatron may end of buying. They are distracted with lots of different brand and product messages. The key for us is to help make sure that when the the manufacturer for online sales.” consumer visits our site and end up in our shopping cart and buy from Secunda says, “For a retailer it gives us an additional channel to sell- one of our retailer partners or buying from us. We are then pushing through. We are fulfilling for the manufacturer as authorized retailers. that order out to one of our retailers.” And we get retail pricing. We are not competing on price just location When introduced by brands to the Shopatron service model, most and inventory.” retailers are willing to enroll. There is some education involved. Welch Perry Dau, owner of Revel Sports, Schofield, WI has participated in comments, “It involves some work to be sure, but we have created a the Shopatron program since 2006. Dau comments, “Shopatron helps platform to sell their inventory through our website and bring them expand our inventory and gives us better insights into the popularity new customers. For the retailers that have taken the time to work with of one product over another, that’s very important.” the system, it has been very valuable to a point where some retailers Another benefit of the system for both brand and retailer is consum- Online Sales

ers are paying MSRP pricing with these orders. a steady stream of orders coming through Grondin says customers will continue to buy this order pipeline, the retailer can get a real more at the brand site because of convenience, live snapshot of what’s being ordered for a trust in the brand, loyalty, ease of returns and specific brand and it gives them more of an technical support. opportunity to structure what they buys are Secunda says, “We’re not competing on price. in the future and hopefully be more in tune The margins are good. It’s added to our bottom with what the consumer wants. We are able line every year and given us opportunity in areas to show retailers through the Shopatron where we might not have gotten the order.” information that there is demand for prod- Dau and Dameron agree margins are better ucts they haven’t purchased and we can when customers are coming directly from a influence their future buys.” brand’s shopping cart. Dameron says, “We do At Green Top Sporting Goods, Dameron better on margins with Shopatron. We may lose notes the store has 17 brands associated some margin on shipping but overall the mar- with Shopatron. Dameron works diligently gins are strong.” to match inventory with trend reports. “We Dau says the Shopatron partnership has also are getting inventory updated and refreshed helped Revel Sports build long-term relation- constantly to fulfill both store and Shopatron ships with new customers. requests. We have more skus now and watch Wyckoff adds, “Our Shopatron sales have trends. We try to keep up with the trends grown quite a bit this year. All of that revenue and order appropriately. What we buy for is being pushed straight out to our specialty online also sells well in the store.” retail channel. It’s been a great way to help Welch adds, “Retailers using Shopatron our core retail customer base and also evolve get to see aggregated reporting on the par- with the consumer’s demand to buy products ticipating manufacturers where they can online. We have a much stronger control of our easily identify best sellers and hot prod- destiny when we help that consumer all the way ucts from the all of the transactions that through to a purchase rather than bouncing are processed through the system, not just around a number of websites and hoping they their own sales. So they can see if they are find what they are looking for.” missing products that other shops are hav- Ed Stevens, CEO and founder of Shopatron ing success with and begin stocking that says, “A lot of brands will look to promote product to fulfill orders coming through brand value. There is a certain cachet to their Shopatron and also to give their own cus- products. It’s amazing how many consumers tomers a product that is in demand nation- online are convenience driven and not price ally. Each of our accounts that actively use driven. We have all shopped for things online Shopatron has gone deeper and wider in our for price but its important to keep in mind every line as a result of the additional inventory shopper in the world also buys for convenience. they have sold through this channel.” It’s a question of how that ratio plays out.” Ultimately, brands and retailers share the In addition to maintaining margins, brands same goal. Sell more products and build find that retailers enrolled in the Shopatron relationships with consumers that lead to program have increased product inventories. loyalty to the brand and retailer. Wyckoff says, “Sometimes retailers cherry- Stevens says, “We are a solution for manu- pick your assortment. They find the things they facturers who want to align their ecommerce think are special from the brand and fill in with strategy with their overall business strategy. others. Now retailers are carrying more Thule For most manufacturers that strategy is product.” almost always to grow their distribution. Stevens notes, “We have seen retailers change Most brands can’t afford to put a store in their stocking considerably. A retailer has the every single town. They need retailers to be opportunity to sell products in their store and the local stock and servicer as well as pro- online.” vide product information for their brands. Cozzone says, “Shopatron has allowed us to We make it very straightforward for a manu- increase our SKU assortment within key retail- facturer to make their ecommerce strategy ers and also gives us the opportunities to tailor help them build their distribution and help promotions as we see fit, as well as easily track them grow their local inventory across the their success. We are able to sell the products country.” through our website at full MSRP.” Burdick points out that brick and mor- Tracking online orders and comparing them tar, e-commerce partner or through brand- to the stores sales and inventory ordering ed web site the goal is the same. “We’re improves product mixes and avoids missing trying to promote the product and get it consumers purchasing trends. sold regardless of the sales channel it goes Ten brands under K2 Sports umbrella use through.” Shopatron services including K2 Skate, Tubbs, It’s never been easier for a consumer to Atlas and Zoot Sports. explore a product category and make a pur- After one year with the program Matt Burdick, chase. Now, brands and retailers can share With Shopatron Mammut and Adventure Medical Kits ecommerce manager, K2 Sports reports, “It’s a have increased sales and encouraged retailers to carry that sales revenue as business partners, not great source of business analytics. If there is more inventory of their product lines adversaries. l

16 • Outdoor Insight • July/August 2010

Clockwise from upper left: The commute in Portland, photo courtesy of Icebreaker; Pacific Outdoor Equipment has launched commuter-related accessories at outdoor specialty; biking in Brooklyn, photo courtesy of Outlier Tailored Clothing.

18 • Outdoor Insight • July/August 2010 Americans are increasingly On the riding to work. Can outdoor retailers cash in?

Bike BY LOU DZIERZAK he U.S. Census Bureau’s 2008 American Community proof panniers and other commuter-related accessories through the out- Survey released on September 22, 2009, reports that door specialty retail channel. Aaron James, director of U.S. sales, Pacific 0.55 percent of Americans use a bicycle as the primary Outdoor Equipment, Laken USA and Baladeo USA says, “We have seen means of getting to work. Although an infinitesimally monthly growth across our product line, and it has been steady between small number compared to the automobile, bike com- our touring and commuting products. Our products demand a premium muting is up 14 percent since 2007, 36 percent from price due to features and construction, and people are willing to invest in a 2005, and 43 percent since the 2000 Census. The average great commuting product.” bicycle commuter share for the largest 70 U.S. cities in Like most emerging outdoor oriented product or activity segments, 2008 was 0.93 percent, having grown by nearly 50 percent since 2000. retailers’ reactions can range from rapid acceptance to “wait and see” TMolly Cuffe, global communications director, SmartWool reports, “You conservatism. can also see the bike commuting trend growing in the cities and communi- Christian Mason, Deuter USA’s director of sales and marketing, com- ties that are incredibly bike friendly. Take Minneapolis for example. They ments, “We saw a major spike in bike commuting items when gas prices

recently opened a full commuter station in their downtown area and other spiked. Consumers were asking outdoor retailers for the products but they cities are following suit. From a transportation standpoint, it’s fair to say weren’t stocking it. We’ve had a lot of single orders. The dealer isn’t stock- the bike is definitely considered part of the mix these days.” ing it but there is consumer demand for it.” At Timbuk2, long known for its iconic bicycle message bags, president Curleigh offers, “The outdoor community at large has embraced bike Mike Wallenfels says, “The fact is that over 50 percent of all commutes are commuting but they’re not sure what to do with it. A third of the retailers less than 10 miles and 71 million people are commuting as a single indi- understand this and are set-up to speak to commuters. Another third are vidual in car. If we can get those people commuting by bike two-to-three intrigued about it and the idea that it can add an element of differentiation times a week, bike commuting can have a very measurable impact on both to their retail format by introducing and supporting commuting. The final congestion and the environment.” third don’t get it or don’t care about it.” Judging by exhibits at the last two Outdoor Retailer trade shows, out- Outside Outfitters is a retailer that has strategically targeted the com- door brands have taken notice of a potential new customer base. Brands muting audience. Joyner comments, “Bike commuting is a strong market like SmartWool, Keen, Icebreaker and Osprey are adapting product lines to that continues to grow for Outside Outfitters. It allows a weekend warrior specifically address the needs of bike commuters. to continue to ride a bike to get exercise and save money. A lot of commut- Dan Joyner, founder of Outside Outfitters, a retailer in Earth City, MO, comments, “We see more outdoor brands approaching the bike commut- Like most emerging outdoor oriented ing market. Some brands like Keen have a natural progression to move product or activity segments, retailers’ reactions can range from rapid acceptance towards biking. It’s more of a direct and easy sell. There is some brand to “wait and see” conservatism. loyalty across product categories and brands like Osprey benefitting from that. Other brands are getting into the commuting more than others but the brand’s interest in this consumer is strong across the board.” ers are office workers and look at their commute as a way to exercise. It’s Two years ago, Keen added SPD compatibility to some existing products become a new facet of their lives that they never considered. It’s a very and the footwear was well received by retailers and consumers. Keen CEO strong piece of our business.” James Curleigh agrees, “The more you look into the bike commuting mar- At Rock Creek Outfitters in Chattanooga, TN, marketing manager Mark ket the more you realize it’s real.” McKnight is hopeful recent interest grows to a more measurable level. Kurt Foster, senior global merchandiser at Icebreaker comments: “For us, He says, “There’s certainly a lot of discussion about bike commuting in it’s a natural market to go after. We talk about versatility of merino wool Chattanooga. There certainly is market demand there and it appears to be and that it is a product you could wear to ride into work. We’ve gone after directly correlated to gas prices. But we see it as more potential than actual the idea of wear it in on the bike and wear it all day. Initially response from sales at this point. We’re trying to be strategic about how we approach that retailers has been positive but we’re anxious to see how it progresses.” consumer.” Pacific Outdoor Equipment has successfully launched a line of water- Wallenfels believes some caution is pertinent. He explains, “Commuting

July/August 2010 • Outdoor Insight • 19 Commuter Bags

is a very real market. Can outdoor retailers take advantage? They have to a school of thought that says give the consumer what they want. Keen’s look at their market. Are they in a bike-commuting city? Could I add a cycling approach is to give them something they didn’t know they needed. There is department and what would it be? What are other retailers in my town serv- a comfortable sandal solution with SPD compatibility. Those that know Keen ing or not serving?” have multiple pairs. If they are cyclists they will add a pair.” Commuting specific merchandise displays that match bikes, bags, apparel, Taking an existing product and repositioning it as commuting-worthy footwear and accessories in a commuting environment are attracting con- isn’t enough to attract buyers. Even a brand with a long cycling history like sumers who are already loyal to their local outdoor specialty retailer or bike Timbuk2 has to evolve. Wallenfels explains, “We’re transitioning to a different enthusiasts who are looking for new options. kind of individual. The breadth of options and specific features bike commut- Cuffe points out, “When you look at the explosion of commuter bikes and ers are looking for is becoming much more refined now. cruisers into the marketplace, you can definitely see the retailers dedicat- He continues, “We find that the growth in this area is not just about ing hard goods space to this category. In soft goods, there’s an element of carrying a messenger bag that can carry a bunch of stuff in it. The market versatility that SmartWool clothing, and many others, already offer so rather is asking for more specific commuting features — reflectivity, water pro-

than adding new dedicated space to this market, retailers are simply adding tection, weight issues, specific pockets for bike Left to right: Timbuk2 is more. In just the last two years, we’ve seen our own SmartWool commuting locks. Now these people are going to work. It responding to a market program more than double. “ has to carry a laptop, carry office equipment asking for more commuter- James says, “I believe retailers are committing the space and time. There is and be comfortable on their back while you are specific features; Pacific a huge cross over in customer interest from core cyclists to leisure cycling, riding a bike. It also has to have some style, flair Outdoor Equipment also as well as outdoor enthusiasts and cycling in general. I believe there is a great and an urbanized attitude to it. The core users future for this market segment, and we are committed to developing new are using these as an everyday bag. They want has its eyes on the com- products well into the future.” it to be easy to use and comfortable on their muter market; a commuter Osprey’s VP of Marketing Gareth Martins is seeing more outdoor retailers back without looking like a traditional moun- pack from Osprey. embrace bike as part of their store presentations. Osprey is expanding its taineering pack.” product line to include specific commuter packs. Martins says, “All trends Joyner says, “Commuters want more choices to have the option to do seem to indicate this is a lifestyle change that a lot of people want. You do what they want to do. Every day we are looking into how we can offer more options, sustain the business and keep that customer happy.” “Commuters want more choices to have the There’s clear evidence that bike commuting is becoming a real transporta- option to do what they want to do. Every day tion option for many urban Americans. Industry statistics show consistent we are looking into how we can keep that cus- growth and the mainstream and enthusiast media continues to champion the tomer happy.” DAN JOYNER, OUTSIDE OUTFITTERS activity. Outdoor brands and retailers can generate new sales opportunities by serving bike commuters. see a lot of cities where this is becoming more and more prevalent. It’s a very Joyner notes that bike commuting doesn’t have the competitive aspect to logical progression for us.” it that other outdoor recreational pursuits have. He says, “It is a purely func- Like all outdoor enthusiasts, bike commuters have unique application spe- tional thing people are doing. That’s good to see because that means it may cific criteria for their purchases. Daniel Emerson, CEO of Light and Motion, a not be a trendy thing.” high end performance lighting company reports, ”Commuters are passionate Smartwool intends to take advantage of the new market opportunity. Cuffe about being commuters and have very distinct opinions about what they says, “We absolutely do see this as a long-term market. Every year as a brand needed for products.” we invest heavily in the Bike to Work Day efforts around the country. Part Joyner says, “Fit and functionality is what it boils down to for commuters. of that effort is in partnering with our retailers to drive people back to their The fashion look and design is not bad thing. That is part of it but buyers are shops. We don’t see this strategy changing anytime soon.” tilted more toward functionality.” Keen also expects the market to grow albeit dependent on investment Brand image is important as well. Curleigh says, “We’re not the high-end in bike trails and lanes. “The transportation infrastructure in America has performance, fast, light Lycra guys. We fall in the middle with a practical been established for years,” Curleigh says. “There will only be a certain approach to enjoy the ride. With Keen you can walk into work without having segment that will be physically able to commute by bike. The break- to change shoes.” through will come when public transportation will accommodate cyclists He adds, “We’re trying to demystify bike commuting a little bit. There is for at least part of their journey. Then it will find a broader audience.” l

20 • Outdoor Insight • July/August 2010

Racking It Up

Rack Market Attracts New Players Citing shelf space, inventory space issues and product-training requirements as barriers to unproven brands, why are retailers adding rack options? By Lou Dzierzak

utdoor enthusiasts share a simi- lar fashion sense and wardrobe. An easy and often quick way to identify if they are a biker, paddler or camper is to look at the top of their car. With the trend toward downsizedO vehicles, cargo racks have become almost a necessity for any outdoor activity. For years the ubiquitous black towers and cross- bars found on most vehicles came from one of two main competitors: Yakima and Thule. Over time, both brands fought for market share with expand- ed product lines, application specific accessories and expanded distribution channels. Mike Steck, senior director of marketing, service and sustainability, Yakima, reports, “In the top of car category it still is Thule and Yakima. As you get into hitch category you see more niche players popping up. There is increasing competition.” Tripp Wyckoff, VP-sales, marketing and service at Thule, agrees, “In the top of car category, we’re not seeing much competition. There’s a huge barri- er of entry there. To get the thousands of [vehicle] fits that we have to start up is a huge, expensive task. In other areas, like rear of car, you can get into the business pretty quickly. We’re definitely seeing more new competition there.” While Yakima and Thule remain in leadership positions, new competitors are carving out small but potentially successful niches. Alex Connelly, of INNO Advanced Car Racks says, “Thule and Yakima are the dominant players in this industry. But we are making headway. We are start- ing to see more of our products across the country and people are recognizing the brand.” Retailers are seeing new opportunities as well as consumers research web sites for specific fea- ture sets or applications and sales reps from new brands ask for appointments to present their brands. Jay Tiedemann, owner Rack It, San Diego, CA, says, “There is more competition out there now. New companies are making inroads. Thule and Yakima have more competition than they used to. They have to come out with new products to keep up.” At the Rackhaus, a subsidiary of Rutabaga Paddlesports in Madison, WI, sales manager Scott Hamstra reports, “We carry Yakima, Thule, Malone

22 • Outdoor Insight • July/August 2010 and Seattle Sports. There are definitely more vendors in the market now and they are definitely pursuing us. There are certainly more competitors in the last three years.” Rather than adding confusion to the marketplace, brands and retailers alike believe competition is driving innovation. Hamstra says, “There’s been a lot of great innovation from the newer ven- dors. That’s a good thing.” Wyckoff agrees. “Competition is keeping us on our toes. It’s push- ing us to stay innovative and stay ahead [of the market].” Founded in 2007, Springfield, MO-based Küat Innovations designs lightweight, stylish, easy-to-use racks for cyclists. Luke Kuschmeader, founder and president, describes the brand’s posi- tioning. “People want choices. They want it to be stylish in some way. We’ve been able to offer something unique and open up the market a little bit.” Citing shelf space, inventory space issues, and product-training requirements as barriers to unproven brands, why are retailers adding rack options? Tiedemann identifies the primary appeal in two words-unique products. He says, “INNO has a locking surf carrier that no one else has. Out here people surf at lunch or after work and need security. Kuat’s aluminum rack was pretty cool and folded pretty small. Consumers are always searching web sites for unique features and come in asking for advice.” Brands and retailers report strong, stable sales of base racks and accessories to this point in 2010. There may be some slight shifts between bike and paddle categories as well as top-of-car to hitch- mounted models, but overall the market is strong. Connelly says, “Last year with the economy saw a shift in bike related sales. We did see bigger turns in bike and Watersports lines.” At Malone Auto Racks, Beth Goodrich reports, “We’ve had incredibly growth the past couple of years. We saw a 40 percent increase last year even in a down economy.”

Brand Personalities Established brands with long histories have invested millions of dollars to create brand loyalty and preference. Although Yakima and Thule are clearly win top-of-mind awareness tests, retailers and consumers continu- ally search out new options. What separates one brand from the next? Rack manufacturers claim innovation, breadth of product line, service, retail support and pricing strategies as differentiators. Steck says, “There are some differences between brands. On the con- sumer side we believe we are easier to purchase. We have developed online fit configurators, and revamped fit tools at retail to demystify the

For years the ubiquitous black towers and crossbars found on most vehicles came from one of two main competitors: Yakima and Thule. purchase process. We’re focusing on simplifying the purchasing process for the consumer.” Once purchased, dealing with installation is another opportunity to separate brands. Steck notes, “We are also working on improving the installation process. We have found ways to reduce the complexity of installation for consumers. We believe we are easier to buy, install and use than our competitors.” Smaller brands rely on product design and niche applications to attract attention from both consumers and retailers. Connelly points out, “One of our key features to all INNO product is that all the products come with a universal mount. There’s no extra items needed to make it func- tionally work and there is no extra inventory necessary for a retailer to carry to make the product work. Rather than having that inventory sitting and collecting dust we’re taking the retailer’s money and turning Racking It Up

ONE RACK MANY OPTIONS

Competition in the rack market has energized product innovation from market leaders like Yakima and newcomers like Küat Innovations

it into resellable items.” Serving Retailers He adds, “In order to grow our market share we Established brands that are defending relationships constantly have to have our product line evolv- or newcomers trying to expand distribution must ing. We’re working on stronger, lighter and new offer retailers compelling reasons to carry their lines. mounting methods.” This spring Thule has launched a new packaging Kuat is focusing on hitch rack market. Made of and point-of-purchase merchandising programs. Since heat-treated aluminum, The Kuat rack requires no printed fit guides are often inaccurate the day they are tools to install using a hitch cam system and quickly printed, Thule is introducing a mobile fit guide that folds for storage and trunk access. will work on Blackberry and iPhone smartphones. Kuschmeader says, “We want to make sure we Wyckoff says, ”We are trying to improve our brand dial in that category before venturing into other cat- and message at the points were we engage with the egories. We’re not trying to create something that consumer such as the web and in-store. We’re putting is already out there. If we don’t think that we can most of our marketing investment into web-based ini- come up with something really innovative that adds tiatives. A new web site will help consumers find the value to the consumer we aren’t going to make it. right rack for their car quickly and efficiently.” The consumers and retailers are open to change.” Smaller brands like INNO are presenting aggres- Malone’s messaging blends value, innovation and sive programs to retailers to generate trial. Connelly service. Goodrich explains, “We call it the Malone reports, “Our minimum order is one unit. Retailers Value Advantage. We offer superior products, a war- can test the product without loading in. Since the ranty and cutting edge products that are very com- two major players have a pretty good stronghold petitively priced. We’re a small company and we you have to do something different to get a store to can react quickly to product trends. We stay close take on a third player. Trying one of our products to our retailer products to address what they need.” improves their ability to take us on.” INNO is also For some consumers purchasing criteria offering new training, point-of-purchase and tech includes more than product and price. Thule’s support programs. He says, “We’re trying to make domestic manufacturing appeals to some buyers. our products and programs easy to understand, “The fact that we are U.S.-made is huge,” says easy to sell and easy to install.” Wyckoff. “We can be more responsive and react to changes in the market. Our bike carriers are Carrying Customers up more than 20 percent in units year-to-date. With more options than ever, outdoor enthusi- If those products weren’t made here, there’s no asts are tailoring their rack choices to personal possible way we could react and fill orders as well needs. To some degree, women are driving interest as we are.” in hitch-mounted bike racks for ease of loading. At Rack It, Tiedemann counters, “the top of the car vs. hitch mounted preference blows both ways. Rear racks are about the same price if you have to add a hitch and some people are concerned about potential damage to their bikes when people back into them.” At Rackhaus Hamstra adds, “The women’s market is growing. They are being attracted by paddles- ports, adventure racing and triathlon activities.” In operation for 10 years, Rackhaus offers free Rack brands installation for any rack purchased. Hamstra Founded in 2007, Springfield, MO-based are expanding reports, “It makes a big difference in the consumer’s Küat Innovations is focusing on hitch product lines confidence when they are carrying the boat out. rack market. Made of heat-treated to offer rear Cars are getting harder to harder to fit because of aluminum, the Kuat rack requires no of car options tools to install using a hitch cam system for bicycle their varying shapes and sizes. They really appreci- and folds for storage and trunk access. enthusiasts ate that we offer that service.” l

24 • Outdoor Insight • July/August 2010

Racking It Up

being in a car means freedom. If I want to stop and have for a latte, I can stop for a latte anytime I want. The truth is if you need to make a 1 p.m. appointment in the Twin Cities and you leave at 9 a.m. You make have time for just one 5-10 minute pit stop to be on time. On the train you truly can An Agency get a latte anytime. He adds, “It’s an illusion we’ve allowed to frame our worldview. Which in turn creates behaviors that aren’t in line with a good work ethic, good business ethic and good planet ethic. It’s just a waste in every different way to drive when you of Change can take the train.” From a business perspective, Werntz describes an even more powerful benefit of moving from emba Serves, the sales rep firm founded by Brad Werntz driving a car to taking a train. He reports, “We found the more we in 1999, is fundamentally changing the way it conducts tackle the logistical challenges the more residual [benefits] we get business. from our investment.” Located in Madison, WI, Pemba Serves represents Comparing a trip from Madison, WI to Minneapolis, MN Werntz says outdoor brands like Mountain Hardwear, Montrail, Petzl, that equipped with a wireless laptop he can be productive for five Leki, Adventure Medical Kit and Atlas. The hours compared to driving and trying to make telephone calls in spot- Peight-person firm covers 800,000-square miles in the Upper Midwest. ty cell phone coverage areas to accomplish something productive. He Traveling from Madison to the far corners of Wisconsin or Minnesota reports, “Five hours of productive time on a train is invaluable versus requires a great deal of time in the car. It’s not uncommon to drive 12 driving, which is absolutely dead time.” hours in a single day to visit two accounts for as little as one hour. Initially Werntz didn’t actively promote Pemba Serves car-free Werntz is committed to championing the brands his firm represents approach to the firm’s clients and retailers. Even as conversations with face-to-face human interaction but he takes a different road about the topic increased, the brands represented could see a in how he travels from place to place. difference. Werntz notes, “There are tie-ins that you can make Replacing the Whenever possible, Werntz and his with car-free travel that people don’t expect. One thing every- automobile with team to their cars behind and rely on one noticed is our response time has gotten a lot quicker, more efficient mass transit, public transportation or especially electronic and phone communication. We don’t have methods of human powered activities for travel. as much down time driving ourselves to remote corners of Calling the initiative “car free” the planet. We are able to serve our customers better.” transportation Werntz explains the rationale. Personally, Werntz does 80 percent of this travel By Lou Dzierzak “First, it seemed like the right car-free. That doesn’t yet include plane travel. Since thing to do. One of the hidden starting the car free initiative Pemba Serves has impacts of the outdoor industry is the amount of travel saved over 5,000 miles of automobile travel miles by that we all do. If you want to go backpacking in the using alternate transportation methods. The firm Rockies you have to get there, right?” is using a Twitter account #carfreeme to promote Supporting retail accounts prosper in the down the car-free initiative to a broader audience and economy, Werntz and his team suggested pro- looking for a charity partner raise money for moting outdoor activities like paddling, hik- causes that align with the firm’s work. ing and longboarding closer to home to Devaki Ananda Murch, Park N Pedal says, inspire consumers who had previously “carfreeme is not only a great way for peo- planned outdoor equipment purchases ple to see the calculated difference they around travel-oriented adventures like are making no just in parking fees and trips to Yellowstone. co2 reduction. It offers tangible benefits Werntz says, “The more we to the participant as well as the industry that talked about that message with supports it.” retailers, we looked at our- Pemba Serves commitment to changing the selves and it became a natural traditional travel paradigm calls the larger extension to do parts of our outdoor industry to look at the way they do job car free.” business. Werntz comments, “Being on the Getting from Point A cutting edge or not, that is not the to Point B without a car idea. If you do what makes sense requires improving logistic logically for us as individuals skills and mastering often and finding that you are on complicated mass transit the cutting edge that’s exhil- schedules. For automobile- arating. It’s been a transi- centric skeptics who may tion in my life towards scoff at the inflexibility of being virtually car-free being tied down to a transpor- one little step at a time. tation schedule, Werntz coun- Rep firm Pemba Serves is committed to It’s been a two-year jour- ters, “We in the United States reducing the amount of automobile travel ney that makes it exciting are under the illusion that needed to service its retail accounts. to come to work.” l

26 • Outdoor Insight • July/August 2010