Inline
Skating Newsletter Article Inline
Skating Newsletter Article Dear inline skate retailer,We're not glamorous, we're not dangerous, we're not all that young, and sometimes, heaven forbid, we wear Lycra! But we're the ones with the most disposable income, and all the statistics say our numbers are growing. An ever increasing number of 35-60 year-olds is finally ready to give in-line skating a try, attracted by its low-impact fitness benefits and the wide range of social, family recreation, transportation, and sports opportunities.
As an inline retailer, you should already be thinking about how to serve this influx of new skaters from the largest and most influential American demographic in history. And I, as a 50-year-old woman who's been teaching and writing books and articles for this group for almost 10 years, can offer you qualified advice for what you should do to best gain our business.
What does "Generation B" want?
Having left behind our youthful delusions of immortality, mature skaters aren't hesitant to ask for all of the protective gear, including padded shorts. We are the people who insist on learning how to stop before we learn how to go, and the ones who most appreciate the benefits of technologies such as cuff-activated braking systems.
Over-30 buyers expect friendly, informed customer service from sales people we can relate to. We are more discriminating than younger customers, and will judge your shop not only by the quality of your sales personnel but also by their personal grooming (ahem, about that purple hair...) Most first-time shop visitors in this age group have been dying to get into a pair of inlines for years, but just haven't because they're convinced they'll look like clowns at first. Even though they're now finally brave enough pass through your door, they still fear looking ridiculous almost more than falling. And with the current array of in-lines to choose from, a full wall of skates often gives rise to a whole new fear of looking foolish, causing even the most eager buyer to stall in confusion.
What's the best way to reach us?
Eliminate product confusion: Use clearly worded signs or product displays and groupings. This is basic communication that can ease a first-time visitor's qualms and result in more time for addressing the buyer's specific needs.
Offer mature role models: Hire an experienced, over-30 (better yet, over 40) sales person who loves to skate, and is able to clearly explain the pros and cons of all product features.
Alleviate fearful misconceptions: Most middle-aged novices are afraid that inline skating requires physical attributes they don't have: strong ankles, a gymnast's balance or athletic fitness. Here's one qualifier they can do in your shop: Ask the person to get down on hands and knees and then try to up without holding on to something (a nearby chair or you). Those who can't do this in street shoes due weakness, inflexibility, or size certainly won't be able to do it with skates on.To those who pass the test, explain that:
- One of the best advantages of being an older beginner is that balance skills gained from past roller- and ice skating experience--no matter how far back--are easily revived, shortening the learning curve considerably; other past balance experience helps first-time skaters, too.
- The rigid cuffs in well-made entry level skates adequately support weak ankles, even for overweight skaters.
- Caution adult beginners to expect sore lower legs after the first day, especially if they don't have past roller- or ice skating experience.
- The more fit the skater, the less likely a fall (and there WILL be falls) will result in an injury.
- Stock up on adult-focused instructional books such as Get Rolling: The Beginner's Guide to Inline Skating.
Address concerns for safety
- Offer skate lessons from an IISA-Certified Instructor. Get one of your own staff certified through the *IISA or hire an outside instructor or school to teach beginners the basics. If you can offer on-site instruction, so much the better for business. (Check out http://www.iisa.org for help on setting up your own skate school or getting your own instructor certified.) It's been proven time and again that people who have a positive first experience on skates through shop-provided lessons are likely to buy there.
- Tell your customers that injury prevention is a matter of choice, not chance. By recommending full protective gear to every buyer, you not only ensure they have a much more rewarding first experience, you also make your shop look good in the eyes of the community by building a reputation for caring about your customers' safety.
Accommodate the need to stop
Make sure all shop employees can demonstrate and describe the effective use a heel brake, whether or not they personally skate with one. The stopping issue looms large in the minds of Boomer-aged and female skaters, yet many inline sales people tend to discredit or even discourage the use of heel brakes, and most particularly the award-winning cuff-activated technology. Remember, you're selling a skate that meets the skater's needs, not your own!
Describe inline fitness benefits
We love finding out that inline skating:
- complements running, skiing and bicycling as a cross training tool
- is an ideal low-impact form of outdoors aerobic and endurance training
- is frequently used as rehabilitation therapy for knee injuries
- is a fun way to socialize and exercise with friends and family
- in the great outdoors, adds more kinetic freedom and a better mind/body connection during workouts
Stock up on fitness books and videos such as Fitness Inline Skating (book published by Human Kinetics written by Suzanne Nottingham and Frank Fedel in 1997); Skate Fit: the Complete Inline Skating Workout (video published by ABA, Inc. with Carolyn Bradley, 1994); and Rollerdancing: A Workout on Skates (video published by Movement in Motions Productions with Richard Humphrey, 1996).
Promote skating in the community
Sponsor skate tours and inner city night rolls guided by responsible individuals who remain vigilant in reminding participants to wear helmets and pads. For excellent advice group skating events, contact David Miles Jr., Godfather of the Friday Night Skate for San Francisco's Midnight Rollers at (415) 752-1967; skating@team.bayinsider.com.
Put on well-organized inline competitions; work with local skate clubs and other groups to promote skating and fund raisers for worthy causes; provide opportunities for non-competitive skating customers and their friends to gather and socialize both on and off skates. Art Howard of Skate Pro in San Francisco is highly successful in this area; (415) 752-8776; http://www.skatepro.com.
Help form a chapter of the National Skate Patrol or get involved with local police and town council members (a free lesson perhaps?) to promote the sport from an adult's perspective and lessen the impact of aggressive skaters on image within the community. NSP information can be found at htpp://www.iisa.org.
Offer free in-store safety and education clinics or off site presentations at schools, health clubs and corporations. Arrange demo days: Schedule events that offer free rentals, and invite manufacturers' demo vans to visit frequently. Again, it's that positive first experience that turns browsers into buyers.
Don't forget the convenience factor
Excellent time management is a must for today's busy parents of the second wave-Boomer explosion. Remind them that skates are more portable than most sporting equipment and, depending on location, easier than driving to the gym, which opens up opportunities for a quick skate just about any time, any place.
When all's said and done, the best way to serve Baby Boomers who are eager to get rolling is to give 'em what they want.
Very Sincerely,
Liz Miller, 54 and still rarin' to roll!
Comments or questions? Ask Liz