Latest news with #Switchback
Yahoo
20-06-2025
- Business
- Yahoo
4 Takeaways From Switchback 2025, From Tariff Talk to Courting New Consumers
Switchback has wrapped its first standalone trade show, growing out of The Running Event to gather the outdoor industry over three days this week in Nashville. Nearly 1,300 attendees represented 194 brands and 290 retailers from 41 states and 9 countries. The trade show opened Monday with a series of educational panels and presentations, and the programming continued through Tuesday and Thursday while more than 30,000 feet of exhibition state was open for previews from brands. More from WWD Code Korea Project: 8 Brands to Check Out During Pitti Uomo The Couture Show 2025: Resilience in the Face of Uncertainty The Highlights and Events of Couture 2025 Nurture Relationships and Celebrate Design Excellence On Wednesday, Footwear News highlighted the top 17 shoes revealed at Switchback, and now we're taking a broader look at key business takeaways from the outdoor trade show. A prevailing sentiment throughout the trade show was that it was great to be back together in one place. With the disruption of COVID and Outdoor Retailer's profile diminished, brands and retailers relished the opportunity to once again meet face-to-face. 'I think this show is exactly what the industry needs,' Jessica Adler, vice president of sales for Merrell, told FN. 'It's great to have a national show that is relevant, gets everybody energized and excited about the future. I love the traffic, love the energy.' Although the list of exhibitors carried some heavy-hitters — including show sponsors Merrell and The North Face, as well as Asics, Arc'teryx, Birkenstock, and Skechers — the exhibition hall was intentionally kept intimate. Booth space was limited to 20 feet by 20 feet, with an exception made only for Merrell's double plot. 'We wanted to create this inclusive floor plan that would be easy to explore and easy for discovery, to really keep everyone connected and together,' said Christina Henderson, director of Switchback and The Running Event. 'We wanted something that we will build upon.' Lee Cox, vice president and general manager of Teva and Ahnu, appreciated the scope of Switchback and said it comes at an important time for Teva. 'It feels like a big regional show,' Cox said. 'Sometimes trade shows can get a little too big and it becomes more of a marketing tool versus a selling tool. For us, this is a selling tool.' Away from the business conducted in the exhibition hall, a full slate of educational panels and presentations offered insights on vendor-retailer relationships, tariffs, sustainability, and consumer profiles. Those at the front of the room spoke candidly on their respective topics, and the audiences weren't shy in their questioning and outlining some of their own difficulties. The next Switchback will return to its place within The Running Event in December in San Antonio, and next year's standalone spring show has already been announced for June in New Orleans. In a Monday afternoon panel on improving wholesale relationships between retailers and vendors, specialty retailers were in the spotlight. Direct-to-consumer sales have added competition, and one thing is clear: retailers want vendors to stop stepping on their toes. Minimum advertised pricing (MAP) policies are a major point of contention, as specialty retailers are often unable to match the discounts offered by the brands themselves and operate with slimmer margins. 'We started trying to match and coordinate, and I've drifted more and more to I don't care, and I can't,' said Brian Mildenstein, owner of Fin & Feater in Iowa City, during the panel. 'It's impossible for me to do that, so we'll just focus on ourselves and do our own thing to make sure we're still relevant.' Adler acknowledged that Merrell has been strict about MAP pricing, sometimes even 'too diligent at times,' but said the brand is open to working with retailers if something's not working. 'We're trying to become more channel agnostic,' Adler said. 'DTC is a good test run for us to see what works — how do we connect [it] and see if it's worth scaling, how do we continue to build upon that faster with our wholesale channel. It's no longer about just having these transactional relationships in wholesale. It's really about partnerships and strategic partnership and understanding that alignment.' Specialty retailers have the advantage of being able to educate consumers in-person, and both sides of the panel expressed a desire to work together more on community-building events such as run clubs and pint nights. There's also a strong desire to return to more face-to-face interaction, which Switchback was able to provide. A Monday afternoon presentation from Kelly Davis, director of research for Outdoor Industry Association (OIA), put forth a new system of categorization for consumers: Core, Active and Casual. Whereas consumers were previously categorized purely based off of frequency of activity, this system also accounts for intensity of approach, spend levels and desired effect. Core consumers average an annual spend of $2,200 on gear and apparel, while Active and Casual come in $1,600 and $1,400 respectively. But the Core consumer, the hardcore participant so often the emphasis of marketing and product design, accounts for just 5.1 percent of the market. What remains is a vast majority falling into either Active (49.7 percent) or Casual (42 percent). Decreasing sales from 2021 to 2024 can be attributed to a misunderstanding of the Active and Casual consumers who account for the most purchases. Whereas the Core consumer is seeking excitement, the two other categories are motivated by something else. 'We are happiness dealers,' Davis said. 'We're not selling climate, we're not selling a running shoe, we're not selling any of that. We're selling experiences and beyond experiences, we're selling happiness, calm and balance.' Brands, retailers and consumers are all waiting to see where tariff policies land. The announcement of tariffs, the reversals and the ongoing windows for negotiations have made it hard to plan for the long-term. A presentation from Jaclyn Levy, senior directory of advocacy and government Affairs for OIA, zeroed in on what can actually be done in this period of uncertainty. Levy underlined the importance of reaching out to elected representatives to advocate and educate. Noise needs to be made to highlight how the outdoor business will be affected by tariffs, as 98 percent of apparel and 99 percent of footwear sold in the U.S. is imported. 'It's easy to close your eyes if somebody's not sitting in your office telling them exactly how many jobs were lost in their own constituency,' Levy said. Innovation is also at the core of the outdoor business, the expense of which becomes harder to tackle with the threats of tariffs. To help businesses communicate with their representatives, OIA has resources available including webinars and toolkits on top of the advocacy it's undertaking on its own. Even among the uncertainty, some brands such as Arc'teryx and Birkenstock made the point of noting that their prices are already set for spring 2026. Best of WWD All the Retailers That Nike Left and Then Went Back Mikey Madison's Elegant Red Carpet Shoe Style [PHOTOS] Julia Fox's Sleekest and Boldest Shoe Looks Over the Years [Photos] Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Yahoo
02-05-2025
- Business
- Yahoo
The Next Big Thing? Debut ‘Switchback' Show Rallies Big Outdoor Industry Support
What many consumers and newcomers to the outdoor industry might not know (but intuitively sense) is that the outdoor industry developed a large vacuum in the wake of the pandemic. It's not only reflected in the very painful vacancies left by specialty retail closures and supply chain craters that spelled doom for manufacturers, but also in the conspicuous and jarring absence of a marquee gathering place. For years, Outdoor Retailer attracted almost every single person, brand, and business to palatial convention halls that, when all attendees were accounted for, had less elbow room left over than a bivy sack. Those days seem long gone (though the show has promise with a reimagined purpose). But after 5 years of Zoom meetings, virtual showrooms, and a smattering of smaller niche shows, a flicker of anticipation has quickly spread among industry vets over a potential new 'big thing.' Debuting for the first time as a standalone event, Switchback — previously a segment within the annual The Running Event show — will take place in Nashville, Tenn., at the Gaylord Opryland from June 16 to 18. Already, Switchback has revealed a surprising lineup of heavy-hitting brands and attendees. When I spoke to Christina Henderson, director of both The Running Event and Switchback, she confirmed that the response to the show has been quite a surprise. 'We have 170 brands committed — that's 30,000 square feet of exhibit space,' Henderson told me last week. 'We didn't realize how big of a deal this would be.' What led to this response? To be sure, every vacuum creates opportunity. But Switchback has also deliberately taken certain pages from the big trade show playbook, while ripping out others in favor of a new paradigm. Among the 170 confirmed brands are industry titans like The North Face, Arc'teryx, and Cotopaxi, all of which had stopped attending OR. However, Switchback will also have a large contingent of small, independent brands and specialty retailers. According to Henderson, the show will ensure nobody has to play second fiddle to companies with deeper pockets. 'We limited the booth size at Switchback Spring, so the largest booth you can get is 400 square feet,' she said. 'That concept has been really well received; you'll have category leaders next to emerging brands, and you won't have these 'Taj Mahal'-type booths. It has really created an inclusive and welcoming floor plan.' Additionally, Switchback will dedicate an exhibit to assist specialty retailers. Show organizers hired a merchandising agency to design and assemble an 'innovation lab.' A veritable concept store within the show, this lab will demonstrate how retailers can assemble and curate pillar products, like camping gear, footwear, and backpacks, differently. Even though it's all just 'on paper' at this point, Henderson and her team have already received good feedback. 'I'm most looking forward to seeing the turnout from outdoor specialty buyers,' Mason Brent, wholesale director at Howler Brothers, told GearJunkie. 'We haven't been to OR in years, so this type of networking in an open floor plan format will be fun to experience again.' Beyond some retooled approaches, Switchback will have a little old, a little new, a little borrowed, and a little … blue. 'There's a river that goes all around the property!' Henderson said cheerfully of the event venue, the Gaylord Opryland. 'So we have 'Switchback'-branded boats. You can get in a boat and go around the river within this property.' Novelty aside, Switchback will adhere to some familiar structure. Expect jam-packed days one and two, with an opening reception on the first evening for brands, buyers, and media. A robust slate of educational sessions, much of it tailored to small business strategy, will take place in an on-site theater. Jim Weber, former CEO of Brooks Running, will deliver the opening keynote, addressing what Henderson described as 'the current moment of change' throughout the outdoor industry. And of course, attendees will be sure to scurry away to all manner of after-hours gatherings, parties, and extracurriculars. So far, as a concept, Switchback is on track to fill the demand left in the wake of 2020. 'Switchback feels like it has good energy,' Ross Herr, Rab's vice president of sales for the U.S., said. 'They've listened to feedback, kept prices low, and the timeframe tight. Everyone sounds like they're bringing more modest footprints than the national events of the past, so it will hopefully be about connecting with our retailers and talking about great new products.' The early buy-in is promising, but the success of Switchback — and whether it can rise to the level of an Outdoor Retailer — will hinge on the experience. Henderson acknowledged there will be follow-up surveys to gauge attendee satisfaction and find room for improvement. But she also confirmed that what will ultimately win (or lose) the day is not so tangible. 'How I could put it into words — the vibe or the energy. That is how I knew The Running Event was successful beyond the numbers or the record-breaking attendance, it's the energy,' she said. 'If you're there, you feel it.' You can sign up to attend the debut Switchback Spring show — but act fast. Exhibit space for the show has already surpassed 96% capacity. Editors' Top Gear Picks From Outdoor Retailer 2024
Fox News
05-02-2025
- Automotive
- Fox News
Are these autonomous transport pods the future of sky-high commuting?
Imagine gliding above city traffic in a sleek, autonomous pod, bypassing congested streets and reaching your destination in record time. This is the promise of Whoosh, an innovative urban transit system set to debut in 2026. Whoosh represents a paradigm shift in urban transportation, offering a solution that's as efficient as it is futuristic. Whoosh isn't your typical gondola or cable car system. While it may look similar at first glance, this clever Kiwi invention offers a unique blend of on-demand service, direct routing and privacy that sets it apart from traditional public transportation. Unlike fixed-route gondolas, Whoosh pods are equipped with their own motors and autonomous navigation systems. This allows them to freely traverse a complex network of cables and rails, choosing the most efficient path from one point to another without intermediate stops. The Whoosh system combines the best aspects of ride-sharing and public transport. Users can book a pod through an app, much like calling an Uber. The pod will be waiting at a nearby station, ready to whisk you away to your destination. These stations are designed with minimal footprint, fitting into a standard car park space and featuring a spiral ramp up to the network height of about 40 feet above the ground. Larger stations can be built at ground level, offering easy access for passengers. The network itself consists of tensioned cables spanning 500-985 feet, interspersed with shorter sections of steel rail for smooth turns and junctions. This design allows Whoosh to overcome geographical obstacles with ease, crossing rivers, highways or even connecting rooftops. Whoosh pods are expected to achieve an average speed of 25 mph across the network. While this may not sound impressive at first, the non-stop nature of the journey means it could be significantly faster than driving through congested urban areas. The system features remarkable efficiency, using less energy for a standard ride than a 10-minute shower. This is achieved through constant motion and low rolling resistance, making Whoosh about twice as efficient as a small electric car. Comfort hasn't been overlooked either. The pods can lean into corners, much like a motorcycle, providing a smooth ride even at higher speeds. The cable sections of the journey offer an especially pleasant "floating" sensation. Interestingly, Whoosh's journey began in the world of amusement parks. The team behind Whoosh, led by Chris Allington, initially developed the core technology for a zip line ride called the Switchback. This allowed them to prototype and test crucial elements of the system, such as the seamless transition between cables and rails and the eddy current braking system for controlling swing-out around corners. The world's first Whoosh transit system is slated to open in Queenstown, New Zealand, in 2026. This picturesque tourist destination, with its challenging geography and traffic issues, provides an ideal testing ground for the technology. Nestled between mountains and a lake, Queenstown suffers from limited road networks and significant traffic congestion, making it a perfect proving ground for Whoosh's innovative transportation solution. The pilot project will demonstrate the system's ability to navigate difficult terrain and provide efficient transit in a compact urban environment, with Chris Allington noting that the location is "small enough that it's actually solvable" while presenting unique geographical challenges. Whoosh combines the convenience of ride-sharing with the efficiency of public transit. Its modular design and relatively low infrastructure costs make it an attractive option for growing cities grappling with congestion and sustainability concerns. As we look towards a future of smarter, more connected cities, Whoosh offers a glimpse of what's possible when innovative thinking is applied to age-old urban challenges. The success of the Queenstown pilot could pave the way for similar systems worldwide, potentially revolutionizing how we move through urban spaces. Would you be willing to trade your car commute for a ride in a Whoosh pod? Let us know by writing us at For more of my tech tips and security alerts, subscribe to my free CyberGuy Report Newsletter by heading to Follow Kurt on his social channels: Answers to the most asked CyberGuy questions: New from Kurt: Copyright 2025 All rights reserved.
