Exactly one week ago SIGNA Sports United North America's future was white hot - our fiscal year results ran counter to nearly every company in the bike space: we exceeded both top line goal and gross profit dollar goal. We assembled America's top, most authentic talent, and built a culture of mutual trust and respectful collaboration. When I say "dream team," that's not hyperbole. What our entire crew did in 12 months of operations was simply amazing. We launched Nukeproof and Vitus Bikes and from day one had hockey-stick KPIs like I've never seen. From a DTC perspective, not only were the brands' marketing results and metrics off the charts but our customer economics and metrics would have been the envy of any brand. Add to that a CSAT score of 4.98 out of 5 and we knew we were doing all the right things and building immense value not only for our organization, but also for our customers. That meant #loyalty built on the world's most important currency: #trust. And that was just the beginning of our #vision.
But not everyone values that currency. The unceremonious and abrupt revocation of a binding 150M € equity commitment that partially fueled our start-up operations meant lights out with about 48 hours' notice, even for what was one of the shining lights of commercial optimism in SSU's global portfolio. How far and deep the twisted tentacles of this monster go will likely become more apparent in the coming days and weeks - but I suspect the direct and indirect consequences will be far-reaching, not just for bike and outdoor. It feels like a Netflix documentary is unfolding right before our very eyes, where the levels of degradation and absurdity are meant to keep you on the edge of your seat like an episode of the Theranos scandal.
Do these people look unhappy? The folks in the photo below are from our last marketing pow-wow and include Aspen Echelmeier, Lynda Maldonado, Brad Drennan, Sam Gross, Nicholas Haig-Arack, Pace Roghaar, Lacy Kemp, and Bradly Howell. Inga Kaufmann is missing. Their souls are crushed, but this photo encapsulates what great culture, respect, spirit, passion, and trust do for people as an antidote to might makes right. Of course, they'll all survive and go on to do amazing things, and hopefully replicate what we built together over the course of the last year -- but it just makes you think what an incredible loss this has all led to. #Chapeau to you all!
Hap Seliga Jacob Dudek Joseph Catalano, CPA Todd Anderson Rob Aguero Clayton Otto Luke Dordai Kyle Hickey Kathy Hernandez, MBA, SPHR, BS Wes Brown Sydney Dowd kirsten mayell Connor Barrett Maria Backman, Esq. Lee Swingley John Washburn Keegan Shuping
SVP & Chief Marketing Officer, PepsiCo International Beverages
1moGreat people work with great people, no matter what! Congrats Carolyn Tisch Blodgett and Alexis Ohanian Sr. Greatness awaits.