Bauer's Grow The Game initiative

[AIREAYE 248]

A new global initiative introduced by Bauer at their annual showcase : http://bauer.com/blog/index.cfm/2012/10/18/GROW-THE-GAME

Definitely a significant and complex process requiring much research, time, devotion and resources, but if anyone can do it, it would probably be these guys. Normally, goals for a manufacturer is to capture market share, but Bauer is actually trying to expand the market in which they already are a leader in!

Thoughts? Has this been attempted in other industries before?

[Neo5370 132]

There's not mystery at all. I can tell you right now that the three biggest reasons kids don't get into hockey is 1) it costs too damn much 2) it takes too much time (unless you live in area w/ a ton of rinks and have parents who are willing to stay up late/get up early to drive you to games/practices/tourneys), and 3) (which ties into #2) there aren't enough rinks/leagues to participate in.

What can an equipment manufacturer do? They can't address #2 unless they want to enter the transportation industry and they can't address #3 unless they want to invest in building rinks and sponsoring leagues and teams, and I don't mean elite teams, I mean beginners/learn to skate leagues/house leagues, etc. because if you really want to grow the game then it means you should want to increase NOT JUST elite amateur participation, but ALL amateur participation.

So what can an equipment manufacturer do to grow the game? CHARGE LESS FOR GEAR.

This notice is a nice sentiment but it's just a marketing ploy for goodwill.

[Chadd 916]

If you want to grow the game and sell more gear, promote roller hockey. It's cheaper, more accessible and fewer head injuries.

[AIREAYE 248]

There's not mystery at all. I can tell you right now that the three biggest reasons kids don't get into hockey is 1) it costs too damn much 2) it takes too much time (unless you live in area w/ a ton of rinks and have parents who are willing to stay up late/get up early to drive you to games/practices/tourneys), and 3) (which ties into #2) there aren't enough rinks/leagues to participate in.

What can an equipment manufacturer do? They can't address #2 unless they want to enter the transportation industry and they can't address #3 unless they want to invest in building rinks and sponsoring leagues and teams, and I don't mean elite teams, I mean beginners/learn to skate leagues/house leagues, etc. because if you really want to grow the game then it means you should want to increase NOT JUST elite amateur participation, but ALL amateur participation.

So what can an equipment manufacturer do to grow the game? CHARGE LESS FOR GEAR.

This notice is a nice sentiment but it's just a marketing ploy for goodwill.

By your logic (not saying it isn't sound by the way), they're doing the very opposite of the bolded point.

[Neo5370 132]

Exactly. I know Bauer is a business and its first priority is to make a profit, especially now that it has stockholders and there's absolutely nothing wrong with that. What rubs me the wrong way is this press release. There is no need for a "study" to figure out why more kids don't (actually CAN'T) play a sport in which:

1) the overwhelming majority of its participants are middle-upper middle class ( i.e. they're the only ones that can afford it) and

2) you can't just grab a bunch of friends and a puck and go down to the local "hockey field" or "hockey court" and just play.

It'd be like BMW doing a study to find out why more people don't drive luxury cars. The answer is obvious and more importantly what the hell would BMW do about it? Nothing. Jack shit. Not because they can't mind you, but because they wouldn't be willing. See my original post. What can BMW do? Either expend resources in areas outside its usual industry or lower the barriers (see cost) to entry.

I'm sorry if I sound irritated, it's just that I love hockey and I really wish there was some way to realistically grow the game. And personally, I found this press release to be transparent, disingenuous and sickeningly insulting. The study might as well be "why don't more people own mansions?"