By Michelle Scheuermann
I’ve attended the ATA Trade Show on and off since 2004 – but this time was different. Oh, I had folks reach out to me I haven’t spoken to in a few years…and the occasional, “you’re the editor of Archery Wire?” comment with wide, questioning eyes…but I expected those actions. No, this time was different because I was looking at the Archery Trade Association’s annual show with a fresh outlook – I actually walked through the featured products section, I asked people what they truly thought about the industry and when I was asked about the industry, I told the truth (something you’ll notice about me; I’m straightforward): I’m pretty darn stoked about our future.
And guess what? I’m not alone. I wasn’t the only one seeing the show with new eyes, nor was I the only one optimistic about the archery/bowhunting/outdoor industries paths. So was the new CEO of ATA, Matt Kormann.
First, I have to set this up. As you all know, I become the editor just recently – as in a week ago. I already had my ticket booked to ATA and it was a quick in/out as I was simply giving a seminar with my friend, Melissa Bachman, on Saturday morning. Now being the editor, I needed all three days! But above that, I wanted to talk with Matt. I followed the search for a new CEO like all of you – I wondered who could possibly fill Jay’s shoes…and I needed to talk with this new guy to hear for myself: how is this going to play out?
After a speedy outreach with the Comms team, I was soon sitting across from Matt. Out of the gate, I sort of asked him three questions in one – which he was savvy enough doing media interviews he paused, sorted them out, and answered them better for me.
We spoke of his ‘fresh eyes’ on the ground on the show floor and how he saw a “ton of innovation” within those walls of the convention center. “We don’t give credit to the revolutions that occur over time,” he shared. “When you live and breathe the industry, you miss those evolutions that have an impact.” Yes, the old ‘in the weeds’ scenario…or when you become so familiar to something, you stop seeing it.
Matt continued, “We as staff owe our members to find ways to see things with a new set of eyes. We collaboratively work with staff and members for strategic direction, not only for the membership, but for the industry as a whole.”
And what about the economy and how that has impacted manufacturers/retailers these past three years? Matt isn’t concerned. “Retailers have a unique opportunity right now to leverage services ATA offers, such as ATA ePro, and our new website development partnership with Footsteps Marketing. Our passion to serve hasn’t changed.” (Visit this link to learn more about ATA ePro, only for ATA members.)
Ok, the last question I wanted to know was how he was handling the Negative Nancy’s – those who question his lack of bowhunting industry knowledge. (Recall that is his daughter is a compound bow archer who competes internationally and Matt is a certified archery instructor.) What is his response? “Our biggest revenue stream is the trade show, and I’ve been in that industry for the past 18 years,” explained Matt. “I’ve been on the show floor as much as I can talking and I can honestly say I’ve had the best ‘first day’ ever.”
Side note – It was a good show for ATA, or at least I’m calling it that, with 9,267 attendees from 26 countries. And Certifications sold out, according to this blog from ATA staff.
Oh, and we talked about Matt’s foray into the woods this past fall in Minnesota as a first-time bowhunter – and how he might have to have that tough conversation with wife about more excursions to the outdoors in 2018. I am familiar with that conversation Matt, so if you need pointers, just let me know.
Special thanks to Teresa Johnson and Katelyn Rutland for arranging my meeting with Matt Kormann quickly. Yes, that’s right, I just wrote a thank you note to two PR folks.
P.S.S. Also, be sure to erase your previous Archery Wire email from your system and instead send it to Releases@TheOutdoorWire.Com It comes right to my inbox.