STATE OF THE ARCHERY INDUSTRY – In September, 2019, ATA CEO Matt Kormann provided personal insight and comment on the state of the archery industry. A brief executive summary would make two points (these are not quotes):
- The industry is always changing. Be able to adapt.
- The ATA is trying to help by driving new customers into pro shops via digital media campaigns.
Matt revealed the question he is most often asked, “what’s the state of the industry?”
“My answer has remained the same for a couple of years, which is a little surprising. The state of the industry really depends on who you ask.“
A few things Matt made specific mention about were:
– A strong first quarter followed by a challenging second quarter.
– Manufactures are feeling [financial] pressure while others are having a record year.
– Reports of both pro shop closures and new retail ATA members.
– Sales personnel report “September is the new July.”
The archery industry is not alone in experiencing such varying circumstances. Matt serves as a board member on the Outdoor Recreation Roundtable. “The Outdoor Recreation Roundtable promotes the growth of the outdoor recreation economy and outdoor recreation activities.” He commented on the August 2019 ORR meeting:
“We’re definitely not alone. Many of the factors that will influence our industry are out of our control. What we can control is how we approach our businesses.“
One way the ATA is approaching businesses is by recruiting new customers and retailers through a digital media campaign. This campaign has already driven several thousand potential customers to ATA member pro shops.
Matt expanded on his admiration for champion archery competitors Sara Lopez and Brad Ellison. Followed by how quickly his thoughts move to upcoming hunting season(s). This highlights the diverse nature of the archery industry.
The ATA proclaims, “We exist to inspire growth, increase participation and preserve the sports of archery and bowhunting.” The organization is most widely know for the ATA Trade Show. Manufacturers and retailers gather at the show to showcase, network and plan. “We are the driving force in defending, educating, and lobbying for the greater good of the industry and sport.”
What changes have you seen in the archery industry and how are you adapting?
