How Did Easton End up Where They Are Now?

[Neo5370 132]

As an outsider (relative to the hockey equipment industry), can someone explain to me how Easton went from being so dominant in the stick market to being in the financial situation it is now? Was it a case of them slacking off, whether it be in R&D, QC, and/or market research, or did other companies simply catch up and surpass them?

[A2rhino 63]

I had no idea that they were in such a bad place. However I can say that as an equipment enthusiast my best guess would be that they took a bath on skates and most protective. Not sure what percent of people use their pants, shins and elbow pads, let alone retail gloves. But I would guess their skates being the major downfall.

[JR Boucicaut 3804]

Sticks got stagnant and they took their foot off the gas in that department, allowing others to catch up (and surpass.)

[Neo5370 132]

Well, I don't know that they're in a bad place, just heard from this board that they are having some financial difficulties. It's just a shame to me since they were so dominant in the 90's and 00's. Having always used their products, I guess I just have a soft spot for them. Must be nostalgia goggles.

[chippa13 1844]

There was a pretty good snafu around the original "EQ" skate launch that didn't help them, either.

[Cavs019 710]

Their sticks from 2000-2005 being better than their current and more recent offerings certainly hasn't helped. I don't know anyone that likes the elliptical stealths/V9s more than the CNT/original stealth, or anyone who likes the current Synergy/Mako/EQ sticks more than the SE16/SL. That isn't nostalgia talking either.

[A2rhino 63]

I still think that the S19 and the SE were some of their best stuff for sure. Not sure why thiey went away from the Z-Bubble as well.

[Neo5370 132]

Guess I'm glad I held onto my small "stockpile" of SL's/SE's/SE16's. I've got an EQ50 too, and it's honestly not that bad. Not great, but not bad.

[jsykes 35]

The majority of any financial issues they're having have nothing to do with hockey, but issues regarding NFL lawsuits having to do with their Riddell football helmets also owned by the parent group.

As to the sticks, like was said, others got a lot better and Easton had a few flops (which can happen). However, their new Synergy stick is getting really good feedback so far and they've always stayed relatively popular among pro players.

[Cavs019 710]

On popularity amongst pro players and corroborating my prior point, Easton is probably the industry leader when it comes to repaints...

[Neo5370 132]

I guess my next question is, why didn't they just keep selling CNT's/original Stealths? Or more generally, when company has a great product (like the XN10 I hear so much about but never got to use), why don't they just keep selling it? I understand people want newer and better, but why not keep it on the market as a cash cow along w/ newer offerings until people stop buying it? Ironically, I think easton did this w/ their original synergy as it became the ST.

[Cavs019 710]

To the uninformed, newer=better. You have to remember that the MSH gearheads of the world are the minority in relation to the broader hockey-playing consumer base. A new release also helps a manufacturer revive what they deem to be a dying revenue stream or revenue-generating SKU by way of new marketing hype, gimmicky features, et al.

If I recall correctly the raw material in the CNT was a bit more expensive/more difficult to obtain as well.

[jdksaves 56]

It wasn't just one thing, which it never is. It starts with Stick and Skate launches being misses for gimmicky designs and delays with the rumor mill starting about durability and design flaws, but also the marketing dollars dropped substantially around that same period to not support sell in. Also, not keeping the same staff in house for a decent duration to see something through or fix problems that they had doesn't help. I understand when there are issues jobs will be lost, but to keep changing doesn't always give a company wide focus. With that being said, they seem to be slightly learning from their mistakes and possibly might have a slight turn around coming. They will never have the market share they did, but could be more of a player again.

[MikeWhy 39]

There was a pretty good snafu around the original "EQ" skate launch that didn't help them, either.

What happened?

[Chadd 916]

There was a pretty good snafu around the original "EQ" skate launch that didn't help them, either.

Followed by the RS skate launch problems

I guess my next question is, why didn't they just keep selling CNT's/original Stealths? Or more generally, when company has a great product (like the XN10 I hear so much about but never got to use), why don't they just keep selling it? I understand people want newer and better, but why not keep it on the market as a cash cow along w/ newer offerings until people stop buying it? Ironically, I think easton did this w/ their original synergy as it became the ST.

Because people generally don't want to keep buying the same thing. If they had kept selling the CNT or original Stealths, they would have lost sales to "newer, better" products from other manufacturers. Letting the product ride for one extra year can really screw up development cycles as well. Also, don't forget that they are already working on the releases for the next 18-24 months, those decisions have to be made long in advance of the product hitting retail.

The majority of any financial issues they're having have nothing to do with hockey, but issues regarding NFL lawsuits having to do with their Riddell football helmets also owned by the parent group.

And this was a huge factor in the hockey division being spun off.

[chippa13 1844]

If memory serves, because of a ruling on patent infringements in favor of Bauer, Easton was going to have to pay royalties to Bauer on EQ5's that were sold. Easton decided not to mass produce the EQ5 and came out with the EQ50 about a year after the skipped EQ5 launch.

[A2rhino 63]

Would be nice if they were to bring back the CNT and example, just rename it (CNT15) add some newer tech/hype to the stick and BINGO. Isn’t that basically what they are doing with the new HTX and the Synergy?

[mickz 107]

Biggest mistake was deviating away from the well recognized Synergy name.

Next would be switching to one year product life cycles for sticks. Easton released too much product, too soon and retailers were stuck with racks full of sticks that were now two generations old. I thought they were going a step in the right direction with the S17 skate and then they released flops like the EQ50 and Stealth RS.

I still think that the S19 and the SE were some of their best stuff for sure. Not sure why thiey went away from the Z-Bubble as well.

I agree they should've kept the name for the Z-Bubble but then two pieces have become less and less popular over the years so I'm not sure it would've made much of a difference.

[Neo5370 132]

Would be nice if they were to bring back the CNT and example, just rename it (CNT15) add some newer tech/hype to the stick and BINGO. Isn’t that basically what they are doing with the new HTX and the Synergy?

I would be ok w/ this since I never got to try the CNT. BTW, isn't the CNT the stick that Mike Green was so desperate to find when they were discontinued?

[jimmy 194]

They lost a huge lawsuit in their football helmet division.

[A2rhino 63]

Yes the CNT was the stick he was looking high and low for during the playoffs.

Even though the Z-Bubble was a 2 piece it did have the focus flex which saw its last year I believe the year of the S19 shaft. However as stated earlier in the thread. Synergy is what most of us all knew and was the staple of the sticks.

Just a fun fact. Chevy still makes the corvette and Ford still makes the Mustang. Not that they haven't changed, but are still for the most part the same, BTW; Isn't CCM bringing back the Tack line????

[CB1 8]

I can understand the helmet lawsuit being the primary reason, but on a lower level, and as someone has only been around hockey for a few years, their marketing seemed confusing and it seemed like they brought product out and then the next year completely changed directions. For example, they had the EQ50 stick, with weighted blade and counter weight on the end, then they go away from that, then last year it seemed like they were telling you to change your shooting style to use the new sticks with their "dual lie". It all seemed a little confusing for the average person walking into a hockey shop. I realize it's all marketing, but.......

At least they are consistent this year with the Synergy HTX, saying they hyper tuned tech works wiht the hyper toe and dual lies! : )

[mcne0101 16]

To me the S19 was the best stick i've ever used. I'd be happy using that stick forever if they still sold it. I actually was never a fan of the CNT.

I seem to remember the release of the S17 stick being a big flop. I know the S19 came out very quickly after the S17 due to a flaw in the blade design i believe.

I agree that branding was a big problem, they should have stuck with the synergy brand and had some models. Bauer does a good job with that. It helps people buy the new sexy while also sticking with the "old faithful" product line.