Bauer is getting a beating over their "Grow the Game" initiative and I'm sure they weighed the market perception of "grow the game and sell more product" vs. "do something to help the game" vs. "do nothing at all". If their efforts do reach 1 million new participants by 2022, there will be many companies who will benefit too and not just Bauer.
In Canada, male hockey growth has stalled. Why? A number of factors have been presented from economic conditions that prevent families to either enter or continue the sport to the media coverage that hockey is "dangerous" (i.e. head injuries). Those things can be addressed with a lower cost of participation and injury prevention.
Ironically, female hockey growth continues to increase. 70% over ten years since the 2000/01 season (based on Hockey Canada numbers). Why? And this is a group that struggles to find ice time! I think it has to do with what the game has to offer the athlete and families plus there are more recognized female role models in the game from World, Olympic and CWHL teams.
There are pockets of successful affordable and fun participant models spread across Canada and the U.S. already. These come from private rink operators and a few local associations. They just don't have the funds to bring this to the masses whereas a large hockey brand does. In the end, everyone has a role in the integrity and development of the game.
2 comments:
They already are the market leaders in most segments of hockey equipment, do we see the competition coming forward with new programs.
I think it is a great idea, whether they sell one pair of skates more, and a dozen sticks, they are making the effort.
What are the doubters and complainers doing!
Good for Bauer and Hockey Canada
If bauer would look outside the box they would discover floorball as a safe cost-efficient hockey emulation that has roughly twice the numbers of licensed players in sweden as ice hockey. These are staggering numbers that came on in a very short time frame. So bauer only have to modify a bit what modern hockey is and instead of looking at their own bellybutton look across the ocean.. then I myself argue strongly that floorball in school provide a perfect hockey infrastructure in any society. .. the last years finalists in the ihhf world cup is only one example of this..
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