Open Your Mouth And Say ‘Ahhhh’

The Team Insight Vendor Roundtable on mouthguards convenes to start 2010

With technology focusing on concussions as much as mouth protection, mouthguards can be a significant high-margin sell if dealers listen to vendors on how to educate, merchandise and sell. With technology focusing on concussions as much as mouth protection, mouthguards can be a significant high-margin sell if dealers listen to vendors on how to educate,
merchandise and sell


Sitting at the table …
Joseph Manzo, president/CEO, Brain-Pad
Jeff Evans, president, TapOut Mouthguards
Rob Mogolov, marketing manager, Cramer Products
Brett Markwort, miscellaneous task extraordinaire, Markwort
Jay Turkbas, VP-product development, Shock Doctor
Edward Giard, VP-licensing and accessories, Under Armour

Pretend for a moment that you are a team dealer or sporting goods retailer. What would you say to your mouthguard vendors that would help you make more money selling the category?

Rob Mogolov: Throwing out the obvious desire for a lower price, as a dealer I would want better education and tools for selling mouthguards. Armed with the proper knowledge about what a mouthguard actually does, a dealer could improve his sales dramatically by focusing on its ability to protect the athlete rather than treating it simply as a required accessory.

Jeff Evans: In terms of increasing revenues and profits, we would request that a focus on educating the players of sports that have not yet adopted mouthguards, such as baseball and basketball, is undertaken. We would also ask the manufacturers to educate the end users as to why their mouthguard is the safest. Why is their technology so advanced that it will lead to the game being played at a much safer level? We would also ask them to back up their mouthguard and say to the customer that when you use our mouthguard, you will be safer. Put your money where their mouth is.

Brett Markwort: Supply the necessary visual displays, such as posters and floor displays, to attract the attention and excitement of customers.

Jay Turkbas: I would ask for additional point-of-sale material that would help not only my customers but my sales staff distinguish between the features and benefits of the mouthguard line.

Edward Giard: The key is to simplify the protection story and tell it loud and clear with unique and attention-grabbing packaging. Engaging the consumer is the first step. Educating them on the protection and performance benefits in a straight forward message will not only demonstrate the necessity for the product but will encourage consumers to buy the product.

Joseph Manzo: Given today’s climate regarding the headlines on concussions, give me some pertinent information on what coaches, athletic trainers and ADs need to know. Also, just how important is a properly designed mouthguard in protecting players?

If you were a retailer or team dealer, how would you approach selling mouthguards to both teams and individuals?

Giard: The best approach lies in providing an understanding of the science and innovation behind the product. Speaking to the research and detailing how the product will benefit an athlete not only as a form of protection but also as a way to get an edge out on the field or in the gym is a critical selling point that creates differentiation in a congested category.

Manzo: I would stress the importance of protection from lower jaw impacts. The helmet gives you the exterior protection you need and a proper mouthguard will give you jaw stabilization and interior protection. The NFL can no longer sweep this issue under the rug and parents are going to want to know what you are doing to protect their kids.
Turkbas: I would first say that safety is paramount and that you should buy the best mouthguard you could afford. What's worth more, a double tall latte, four or five gallons of gas or your kid’s safety? If you are a team, what is the cost of losing any player to an injury that could have been avoided with a better mouthguard? The team has an obligation to its players to at least consider buying a mouthguard that may be one-25th the cost of a football helmet.

Markwort: In professional leagues for example, pros are sporting gloves and mouthguards with intricate designs and colors integrated with the total uniform. There is the cool factor weighed against the stand-alone sell.

Evans: In any selling effort one must understand “why” a person buys. Today, most buy based on perceived safety and value. Educating the teams and individuals on the technology that went into creating this mouth guard is powerful. We would show them the mouthguard and highlight each feature. Why this product is safer, why it will aid in the prevention of concussions, why it will fit and lock and actually protect your player, why you will be able to breathe out of this mouthguard while clinching your teeth. We would show the teams and each individual the different mouthguards and explain to them why each of the above mentioned reasons is so important to the players. The team dealer or retailer must educate themselves or see to it that the company they purchase from takes the time to educate them. Today, one cannot overlook the value delivered in any transaction.

Mogolov: At the store level, I would focus the mouthguard as a protective device. When you understand the roles a mouthguard can play in limiting dental injury and, more importantly concussions, price point becomes less relevant to the parents of a young athlete. In a team setting, price point will always be important. A mandatory piece of equipment, it should be treated with the same level of thought as pads or a helmet, particularly with all of the focus on the long-term effects of repeated concussions today.

Now you are a vendor again. How would you respond to your dealer comments?

Manzo: I agree with what you're saying but would take it one step further. You as a dealer need to educate yourself on any research and studies that have been done and make sure you are offering them the best protection they can get. Carefully research what's available and make sure you know the benefits of the mouthguard you offer and why it's important for their players or kids to wear. They can no longer be satisfied wearing an expensive helmet and with a $2 mouthguard.

Mogolov: I would have to agree. We should be giving the dealer a better knowledge base about how important mouthguards are. I would also ask the dealer to recognize that there is a difference between selling mouthguards to a team and mouthguards to an individual athlete. If an individual is shopping for a mouthguard, the opportunity exists to sell up into a higher price point based on features.

Giard: As a vendor, I would explain to the dealer that store location and product placement on the shelves is critical to attracting consumers to the product. Space is often limited but strategic location within the department or the store goes hand-in-hand with increasing potential sales.

What exactly is driving the mouthguard business in 2010? Technology, price, safety, style?

Mogolov: Unfortunately for everyone involved, I would suggest that the driving force is going to be price. As budgets are slashed at the institutional level and individual consumers are squeezed financially, price point will influence the purchase more often than not.

Evans: Technology and safety are absolutely what is driving the mouthguard business for the coming year. Never underestimate the power of branding and what’s “in,” but safety and performance will always prevail. Repeat customers demand performance over anything. Deliver it all and you have developed an exceptional buy package.

Markwort: Lip protection is becoming more accepted, especially since more top collegiate and professional athletes are wearing it and being seen wearing it. Style is big.

Turkbas: Safety is the number one reason at any time, any season and any year. The technology to support that essential component provides the fit and retention that keeps the athlete protected and able to play the game. The style just follows the function.

Giard: Technology and the media will be the main driver of the mouthguard business in 2010. Concussions and protection are always at the forefront of people’s minds since the media often latches on to safety-focused stories. In the short term, you are likely to see several of the professional leagues make mouthguards mandatory, which will have a trickle down affect to the lower leagues. The elite and professional athletes will continue to create demand for the custom mouthguard that provides protection, but the industry is now seeing a shift in technology to mouthguards that not only provide protection but can also provide performance benefits. This new technology, through media exposure, will definitely drive the mouthguard business to new heights.

Manzo: 2010 will be focused on safety and technology. They go hand in hand. The concussion issue is not going to subside. Players’ careers are being cut short and life after football will be viewed more as important than the game itself.

How exactly can team dealers and/or sporting goods retailers do a better job of selling the mouthguard category?

Manzo: By selling the mouthguard as a piece of equipment and not just something to protect the teeth. Also showing how a properly designed mouthguard can not only protect the player but improve his or her performance by improving breathing and strength.

Giard: In addition to educating the consumer on the protection and performance benefits, appealing to the consumer by packaging a mouthguard along with a performance tee and short would encourage sales.

Markwort: Better product placement. Move mouthguards closer to the POS systems. Make them highly visible and pay attention to trends – colors and styles – at the local to professional levels. And of course, think pink in October.

Evans: It’s to create additional demand by educating the late adopters of mouthguards. The market will increase quite nicely if many new sports and consumers are added. Additionally, the dealers must educate themselves on the new technology mouthguards offer and to explain why they are so important to their customers. Because of the innovations available, a dealer who takes the time to understand mouthguards will put a lot more money in their pocket.

Mogolov: Focus on quality at the team level — boil and bite mouthguards are always going to be the primary focus in that market due to the ease of fitting and the relative expense when outfitting a whole team. When selling an individual, the dealer should focus on up-selling based on style for the athlete and protective qualities for the parent. Another focus of the team dealer should be on sports beyond football — there are a number of high school sports beyond football where concussions are in the top five injuries reported, sports like basketball, soccer and volleyball might provide additional sales if the customer is presented the correct information concerning the opportunity for this type of injury in their sport.

Turkbas: They can use the tools that we provide, as well as not treat the product as a throw-in sell. It’s a product with a legitimate story and benefit that has multiple value adds. It could very well be the first place the sale starts.

Finally, where is mouthguard product development headed in the 2010 and beyond?

Markwort: Transparent standards. How do you differentiate between two brands of wicking shirts? Does any one shirt perform better than the other and how does the consumer know? Same for mouthguards. How does one know what a mouthguard is really capable of from brand to brand and how is this information developed and passed to the consumer?

Manzo: We are always looking to improve protection by using higher impact-resistant materials. More comfort with improved sleeker designs without sacrificing protection and performance technology.

Evans: Without disclosing any trade secrets, mouthguard development has gone into the laboratories, testing facilities and elite athlete’s mouth for performance and safety testing. In 2010 the focus will be on improving protection and safety, as well as helping the athlete perform at a higher level due to the use of a mouthguard.

Mogolov: Given the recent emphasis on the long-term effects of concussions, I would say that mouthguards are due to expand beyond their traditional role as a dental injury protector. With research and proper merchandising, mouthguards are probably headed into a more protective direction than the style orientation of the last several years.

Turkbas: We have significant products ready to go, as well as in development, that could revolutionize what athletes and parents will be able to choose from. And it's all just around the corner.

Giard: The future of the category lies in new technology and innnovation.


THE CONCUSSION OPPORTUNITY

With all of the talk about concussions and their impact in contact sports, particularly football, how are you trying to spread the word to dealers and their customers about the role mouthguards can play in helping with this issue?

Giard: Concussions are a serious issue in the sporting community with both contact and some non-contact sports. Educating the consumer about the preventative measures that should be taken to decrease the chance of a concussion or head injury is vital. It’s equally important to educate the dealers and retailers so the message is being told from all points.

Mogolov: Dealers should focus on mouthguards as protective equipment, not as an accessory.

Turkbas: No mouthguard can prevent concussion absolutely, but it may help reduce the shock that can trigger one. Why risk the possibility with low-quality and poor fitting mouthguards is our challenge to parents, athletes and dealers.

Manzo: There is a misconception that with the new technology in helmets the player is well protected; however, because the chin cup holds the helmet in place, forces to the facemask and helmet are transmitted through the chin cup to the TMJ and base of the brain. Ninety percent of concussions resulting in unconsciousness come from lower jaw impacts.

Evans: First, contact can occur in any sport so it’s critical that all sports adopt mouthguards. You cannot get protection if you are not wearing a mouthguard. Second, mouthguards must be positioned properly in the mouth to protect a player. Recent studies show that many of them come out on impact. Players must have a proper fit or the many hoped for protections are severely limited. It’s scientifically proven that mouthguards protect the players that wear them. Helping dealers understand the statistics is always educating and helps spread the word on safety.

BEYOND FOOTBALL

Do you see the use of mouthguards spreading to sports other than their traditional use in football?

Markwort: Yes, you see it in hockey, basketball, softball and among other sports and activities where head trauma is a risk. Many sports associations are recognizing the need for more safety in their leagues and are taking the obvious choice and implementing mouthguards, especially among the youth.

Mogolov: They should. Concussion is an issue that spreads beyond the typical collision sports. Sports such as soccer and basketball are perfect opportunities for growth. With the growth of lacrosse for both men and women there are more opportunities now than ever before.

Evans: Our hope is an unequivocal yes. Players and parents are growing more safety conscious at every level. Education will be the driver.

Turkbas: Football is big, but hockey and lacrosse, as well as martial arts and wrestling, require mouthguards. A small but growing number of soccer, basketball and baseball athletes are adopting mouthguard use even without mandates.

Giard: Absolutely. Mouthguards are already being used as a way to increase performance. Performance benefits from mouthwear are a growing trend as athletes look to gain an edge in both training and competition in all sports.

Manzo: The rate of concussions is rising in all sports. Players are getting bigger, faster and stronger, making the impacts that much greater. Hockey has a real serious problem. You hear less because the participation is smaller. Studies are showing that the constant heading of the ball in soccer can cause long-term damage to the brain. Participants in all sports are always looking for a competitive edge.

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