CEO Blog: Importance of MAP

Buying habits have also changed for consumers and business owners. We can’t turn back the clock and delete the internet – no matter how appealing that might sound, especially to parents. That evolution keeps MAP in a spotlight. With just a couple of taps on an iPhone we can pull up our competitors’ retail pricing. For pro shops, that means it’s easier to identify potential violations of MAP policies.

The first reaction might seem obvious: Manufacturers with solid MAP policies should be out there policing their retail channels. The reality is more complex. Doing so takes time and resources during a stretch in our industry where both are at premiums. It might be even more simple to assume every retailer should just follow those policies, but as long as we live in a free and competitive market, some business owners will make decisions others might not like.

Every discussion of our industry’s buying habits should also include a nod to the industry’s health. If you’ve read an interview with me or listened to a podcast, you’ve heard this already: The state of our industry depends on who’s asked. Some pro shops and manufacturers are struggling mightily. Others have never posted anything besides record years. Many fall in between those bookends.

Some of our most successful members credit their accomplishments to their business’s evolution. They’ve adapted to a changing marketplace. That’s another topic I’ve been vocal about in my blog and in interviews. It’s critical to our industry’s health that we design our own future. A solid plan is crucial to future success. But a plan isn’t enough. We must behave in ways that get us to goals we’ve agreed to achieve.

Although there’s no magic arrow to end those challenges, we can take steps address them. It’s important to recognize the future is coming. In many ways, it’s here. We cannot waste our efforts trying to put the e-commerce genie back into its bottle. Neither should we waste energy doing business the same way. My favorite quote plays well here:

“If you don’t like change, you’re going to like irrelevance even less.”

We cannot do business in an era that no longer exists. We must adapt our businesses to survive.

We’re taking that approach with your ATA. Our approach to serving our members evolved over the past year. We rebranded our image to show you and the outdoor community who we are and who we’re becoming. Initiatives like those ensure we constantly assess our efforts, which ensures we remain vital and relevant to you. It’s hard work, but the alternative – as the quote above implies – is not an option.