Team Insight

sports for girls," recalls Larry Foster, owner of Spartan Sporting Goods, Beckley, WV. "Now there's a girls' sport for every boys' sport. Having girls playing sports has certainly helped our industry." "If girls were not buying sporting goods, I'd be out there looking for new customers," admits Jim Brown, a sales- man for Kratz Sporting Goods, Clarksville, IN. Most team dealers agree that the female market represents more than 30-40 percent of their annual revenue — and it's growing faster than the boys' side of the business. "I would say at least 35 percent of our business, and maybe more, is to girls' teams and the female athlete," says Michael Galipo, owner of P.J. Sports, which has stores in Falls Church, VA, and Bethesda, MD. "At least 35 to 40 percent of our business is to the female market," adds Kratz's Brown. "I would estimate that roughly 40 percent of my rugby and soccer business is to female athletes," reports Matt Godek, owner of Matt Godek Rugby & Soccer Supply, Merrifield, VA. "Off the top of my head, I would estimate that girls and women account for at least 35 percent of our revenue," says Kevin Licata, manager of Medallion's Sporting Goods, Jupiter, FL. "Without looking at sales figures, I would estimate that at least 35 percent of our business is to the female ath- lete," adds Ed Knapper, general manager of Al's Sporting Goods, Wilmington, DE. "At least 30 to 40 percent of our business, and possibly higher, is to the female athlete," echoes Julia Sherman, president of Frank Bashor Supplies, Portland, OR. In today's athletic world where many club and high school programs are financed through fundraising and pay-to-play policies, female athletic teams seem to have found a solution to any financial dilemma — they simply go get the money. No Money? No Problem. "Girls athletic teams get after it and go raise the money they need," says Scott Nelson, owner of Local Team Shop, Coshocton, OH. "They are great at raising the money and then they spend it." Nelson says that his company's key to success in sell- ing girls' sports is developing that direct-to-coach sales relationship. It's also vital to reach the mothers, many of whom are in charge of those all-important parent/booster clubs that raise the funds to equip their daughters' teams. And girls being girls, these athletes demand more input into what they are going to wear and use. While the boys are usually just glad to be given a uniform that sort-of fits, girls know what they want and make sure they get it. "Girls share their opinion on what their team buys, the color scheme and the overall look," points out Keith. "It's worth noting that women are often the final decision makers for team purchases — for both boys' and girls' teams," adds Licata. Having access to technology often helps the sales process. "For many of our girls' teams, we are creating electronic stores that actually speeds up the purchasing process, makes it easier to place the orders and often increases the amount that teams actually buy," says Knapper. An important aspect of the sales process to girls is to realize that they are just as important as any other cus- tomer that walks in the door. "Our local girls are looking for comfort and high qual- ity," explains Rebbekkah Smith, store manager at Jock Stop, Glendive, MT. "We want to meet their expectations. In the end, they are all athletes." "When young girls walk in the door, we give them lots of old-fashioned attention, which makes them and their parents feel special," adds Frey. Read on for a look at just how the six major girls' sports in America – softball, basketball, soccer, lacrosse, volleyball and cheerleading – are continuing to make a significant bottom-line impact on the team sports game. Q teaminsightmag.com March 2018 / Team Insight 19 O n e a c c o m p l i s h e d f e m a l e American athlete who has been an eyewitness to the growth of athletic opportunities for American female athletes is two-time U.S. Olympic softball gold medal-winning pitcher Michele Smith, who was an accomplished volleyball and basketball player in high school while growing up in New Jersey. According to Smith, two factors have played a role in the increase in sports participation for girls — exposure and better gear. "More girls' sports are on television and their equipment has improved, which drives interest in every sport," she says.The one area that concerns Smith is the topic of girls specializing in one sport too early in life. "It's a fine line between being prepared to outwork the competition and being so driven in your training that you suffer an overuse injury," she says. "In all sports, athletes must train smart, cross train, have a sensible diet and sharpen every edge, but not overdue it and get injured." As for the appeal of the Olympics for female team sports athletes in volleyball, basketball, and soccer, it's a chance for the best athletes in the world to play against one another on a global stage. Smith knows first-hand the feeling of Olympic competition, as she was on the first two U.S. Olympic softball teams when fast-pitch softball became a full medal sport in 1996 in Atlanta and in 2000 in Australia. The U.S. won the gold medal on both occasions. "The Olympics are a platform for our girls to compete alongside other world-class athletes in other sports," said Smith. "It's an awesome experience." Q OF NOTE ... From the 'Flying Housewife' to 2018, girls have certainly come a long way, baby.

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