July 2011

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A Division of the National Sporting Goods Association (NSGA)



Have you seen the latest research from the National Sporting Goods Association on 2010 consumer purchases of hockey sticks? The numbers below are included in the Sporting Goods Market in 2011 Report:


Hockey Stick Sales 2010


July NL Chart

Additional hockey equipment sales numbers are available exclusively to Hockey Dealers Association members, and members of other divisions of the National Sporting Goods Association.  Email: HDA@nsga.org for more.


  How Do Apple Stores Generate Sales of MoreThan $6,000 per Square Foot?  

We know that high ticket items boost sales per square foot. But Best Buy is at just $880 per square foot, selling a similar type of product.


One of Apple's apparent secrets to success is the attention to detail in teaching effective customer engagement. Apple uses the acronym APPLE. It stands for:

  1. Approach customers with a personalized warm welcome.
  2. Probe politely to understand all the customer's needs.
  3. Present a solution for the customer to take home today.
  4. Listen for and resolve any issues or concerns.
  5. End with a fond farewell and an invitation to return.


Is this the kind of customer engagement taking place in your store? We will share more of Apple's retail training in our August issue.

      Hockey Dealers Association Networking Group       
Has Moved to LinkedIn 

To facilitate easier communication among all individuals involved with selling hockey equipment and accessories, we have created the Hockey Dealers Association group in Linkedln. If you are currently a member of LinkedIn, just go to your profile page, and locate the pulldown menu tab titled "groups." Then drill down until you find the Hockey Dealers Association group. We will be discontinuing our current networking site that is being hosted with NING at the end of July.

Non-members will be provided with admission for 30 days.

         Hockey Helmets Have Room for Improvement

Jason Mihalik, Assistant Professor of Sports Science at the University of North Carolina, specializes in studying hockey helmets.

In 1874, the testicular cup became mandatory in hockey. It wasn't until 1974 that the helmet became mandatory. As Mihalik stated, "It only took 100 years to figure out that the head was just as important."

He studied 18 helmets, and could not find one that fit properly. Seven could be removed without unfastening the strap. But on a positive note, the technology continues to improve.  

Set Your Store Apart

When was the last time you entered any retail establishment and they offered you a bottle of water...free of charge. You can purchase six ounce bottles of water in bulk, and inexpensively make a positive impression.


Look what Total Hockey did to set itself apart. Michael Benoit, the innovative retailer of hockey equipment and accessories came up with the idea of branding recycling. He launched Hockey Green, a program that encourages hockey players to trade in their broken composite hockey sticks for $10 in store credit. Benoit is stockpiling the hockey sticks to be used by research groups for the purpose of studying how carbon fiber material can be reused.


If you sell hockey sticks, you too can become a recycler.

       What is the Most Pressing Personnel Challenge  for Hockey Dealers?

If you are a member of the Hockey Dealers Association, you were recently surveyed to determine your biggest issues regarding store personnel. Questions and/or comments, email dkasen@nsga.org.

The results are as follows:

HDA Survey Chart 



Dan Kasen 



Chuck Suritz 
In This Issue
How Do Apple Stores Generate Sales?
Hockey Dealers Association Networking Group
Hockey Helmets Have Room for Improvement
Set Your Store Apart
What is the Most Pressing Personnel Challenge?


Not an HDA Member Yet? 



The Hockey Dealers Associaton is entering its second year. The support of the members strengthens the sport and the industry. In addition, a platform has been created to allow hockey dealers and manufacturers to address issues.

Dealers and manufacturers are encouraged to join the fast growing membership base. Benefits have been created for both groups. Click here for more information or call 800-815-5422 x130.

HDA Welcomes Its

Newest Members


Champions Sporting  Goods  


Harper Sport Shop

St Clair Shores, MI 48080


Just Hockey Source for Sports 


San Antonio 


48th Annual 

National Sporting
Goods Association
14th Annual Team Dealer Summit 


May 6 - 9, 2012
Contact Us 

c/o NSGA

1601 Feehanville Drive Suite 300

Mt. Prospect, IL 60056

Phone:800.815.5422 ext. 130

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