The following is a condensed transcript of a conversation we had at the 2017 CES in Las Vegas.
The full interview can be found at the bottom of this article.
[00:05:00] You guys are having a big show at CES this year, and you’re doing a lot of interviews with sports gear companies.
How are you going to make sure you get a good picture of the state of the sports equipment business in the United States?
What do you need to do in the future to improve your visibility in terms of product development, and your position in the industry?
The answer to that is, you need an even better picture.
We don’t know that we have one.
I know for a fact that we are not a big player in the sports hardware market.
I think that has been a long time.
We have been a relatively small player in that market.
We sold about 2.5 million of our product in 2015.
The last time we did that was 2009.
In fact, we sold fewer than 10,000 of our products in 2016.
We did well last year.
We shipped some of our first products.
So, we have been very aggressive in this space.
We will continue to do that, but we need to be better at understanding where we are in the market and where we need a little more help.
The second thing is that you need a lot more visibility.
We are doing a little bit of research in terms a visibility.
What do we need, for example, if we were to say that we know we need more visibility on this product, and we want more product reviews and a better product reputation?
Well, we want to know more about what you are buying, and what you have tried, and how you like it.
So we have to do a lot better than what we are doing now.
You need to have a clear picture of what you want and what your competitors are selling.
I don’t think we have the answer to all those questions yet.
You know, we are very proud of what we have done in the past.
We know what our competitors are doing, we know what their customers are buying.
We just need to put that information out there.
We want to have better visibility and better visibility for what you can buy.
So that is the second thing that is important.
What I am hoping to do is I think we will do more product tests with the consumer.
I want to be able to get more feedback from people on this.
I have already had some feedback from some of the product testers who are working at the consumer level, and I am very happy with that.
We need more product testing.
But that will not be our primary goal.
We should have a great product and great consumer experience.
What is the first question that we should ask?
How do you feel about the current consumer?
I am a consumer.
You are a sports fan.
We all want to get better at sports.
We would like to have more visibility in the world of sports.
How do we do that?
How is that going to happen?
Well it starts with education.
We already have a really good understanding of the sport.
We understand the sport better than any other.
We really understand the psychology and the culture of the athletes.
So this is the way to go.
We do not have to change everything, but I think there is a way to do it that is more efficient.
The problem is that, you know, when you are going to do product testing, you have to have somebody who knows the sport, who is knowledgeable about the sport and the sport itself.
And I think it is not going to be as easy as you think.
There is no one to be trusted.
I mean, the sport is very competitive.
There are some things you need the testing to measure.
And so, if you don’t have somebody that knows how to do these things, it will be very difficult to do them.
And we are going through a transition period.
So it is going to take some time to get all of this together.
What we need is somebody who can do it, who has an understanding of how to test, who can get feedback from the consumer, and who is able to answer the questions that we want.
How would you like to see that happen?
So, I think I would like for sports to be a better place.
I am going to start with this question: What are you looking for in a sports product?
I know we all want more visibility, but if you are the kind of person who buys sports gear, is the consumer who you want to buy product from?
What are your biggest fears and needs in terms in terms what are your most important products?
So we will talk about a couple of those, and then you can go on to talk about other things.
But first, I would really like to know what is your biggest fear and need.
I will talk a little about that.
I do have a big fear