Tips for retailers

Avoid tripping over clever customer questions

October / November 2008

They are the consumers that most salespeople dread: they think they know all about sports equipment, because they’ve read about it on the internet, and now they want to show how clever they are by tripping you up with their questions.

How would you respond to such a show-off?

We asked the experts — the experienced and knowledgeable distributors of top international brands, and for good measure, the suppliers of two South African brands — how they would have responded had they been standing on the shop floor. From their answers it is clear that there is not only one correct answer to these questions. We asked:

» Dita — Kevin de Wet of De Wet Sports
» Grays — Lindsey Wright of Leisure Holdings
» Gryphon — Shane Schonegevel of OBO SA
» Kookaburra — Chris Bryant of JRT Crampton
» Malik — Peter Wright of K&T Sports
» Slazenger — Barry Touzel of Dunslaz Distributors
» TK — Rassie Pieterse of Sportsnet Holdings

Local brands:

» Stormforce — Jaco Kirsten of Orbit Sports
» W.E.T. — Andrew Wentzel of W.E.T. Sports Importers

Below are the responses they would have given had they been standing on the shop floor:

How does the shape/bow of the stick help or affect my play?

Dita: As a general rule the greater degree of bow a stick has, the higher the speed that can be achieved from a drag-flick stroke. The official limit of curvature has been set at 25mm. This is to ensure that hitting control is maintained. The curvature of the stick influences the angle at which the head strikes through the ball. A greater curved stick increases the angle at which the head makes contact with the ball, which in turn causes the ball to be lifted more easily during a normal stroke. A stick with less curvature makes it easier to control the ball.

Grays: The shape/bow of a stick is really a personal preference, depending on the players’ style of play and the skills he or she will need on the hockey field. A straight bow will suit a player that probably likes to hit the ball a lot, with plenty of accuracy, while the more bowed shapes will suit players who want to use various skills to move the ball in and around the opposition.

Obviously, the more bowed sticks are renowned for the sling shot you can generate at short corners, however, I have seen many successful young men drag flick with less bowed sticks — and still be extremely accurate and successful.

While most sticks on the market have a standard bow throughout their range, Grays provides several different bows to suit a varied players market.

Gryphon: A big curve in the shaft of the stick assists skillful players who use the correct technique when drag flicking or throwing overheads. These players also prefer the curve to be lower in the shaft of the stick (as with our Pro models). There is, however, a trade-off as the bigger the curve and the lower the curve in the shaft, the more difficult it is to hit the ball. Thus, sticks with bigger curves are better suited to players who have the skill level to cope with the the big curve and the technique to benefit from it.

The sticks with the low curve low in the shaft (our Pro models) are best suited for specialist short corner drag flickers.

The average player is best suited to use a more moderate curve (around 20mm ) which provides a good balance between flicking, hitting and overall control.

Kookaburra: The Low Bow design in Kookaburra sticks place the optimum point of the bow in the ideal position to enhance the slingshot action required by the game’s top drag flick specialists.

The M-Bow offers a more conventional location for the bow, as it places the optimum point in the mid section of the shaft, enhancing ball control, sweep hitting and drag flicking techniques, while also assisting the full blooded strike.

Malik: The bow in the stick assists with various skills needed in the game of hockey. The Malik sticks are produced in three moulds:

The Low Curve is our straightest stick with a bend of 20mm — ideal for beginners as there is not too much of a curve to effect the hitting and stopping skills.

The Full Curve: in this mould the curve is gradual over the length of the stick, measuring 24mm, ideal for players preferring to hit the ball, slap, or push the ball without extra fuss.

The Dribble Curve is our flagship mould, pushing the limits with a 25mm bow, which is very pronounced at the bottom of the stick. It is ideal for the drag flickers and players who enjoy using their 3D hockey skills. The extra curve at the bottom of the stick gives the players extra whip action, allowing the ball to travel faster.

I would like to emphasise that choosing a stick is a personal preference and the individual player must be happy with the stick he or she chooses. I would recommend that you dribble with the stick and a ball before you purchase, so that you are happy with the curve and length of the stick.

Slazenger: The bow of the stick has come about due to most of the hockey now being played on astroturf , which is a diferent game to a few years ago (when it was still played on grass). Instead of hitting the ball, most of the passing now happens by means of drags or pushes, and the bowed shape of the stick greatly improves the control of these types of shots.

With the bowed shape, the player’s hands remain in front of the ball through these drag type of shots, adding control and enhanced power.

Stormforce agrees that the bow is very much an individual choice. The bow does affect the feel of the stick when receiving passes under pressure. In the modern game slapping has become an important skill and the bow assists in providing greater pace on a pass.

The biggest impact that the bow would have is in assisting players who drag flick at goal. The bow allows the player to pick the ball up and sling it at goal. The deeper the bow, the greater power and control.

TK: The new TK Latebow is one of our top sellers. As the game is rapidly advancing, a lot of new skills need to be added in your armoury as a player. The bow sticks assist with throwing aerial balls (overheads), which becomes crucial for short corner specialists and for drag flicking at short corners. The TK Latebow stick is also ideal for little dink and popping skills over the defender’s stick.

How does the strength of the stick affect the price?

Dita: With composite stick technology manufacturers add different materials to increase the stick’s durability or strength, which will cost more than regular wood.

Grays: All sticks in the Grays range are made up of several varied composites e.g. fibreglass, carbon, graphite, aramid, etc. Due to these composites adding greater strength to the stick, it will affect the price. Carbon is the most valued component in a stick and that is why it will be more expensive than a stick that has more fibreglass.

Gryphon: This depends on what is meant by strength. If by strength one is talking about durability, the price is not the over- riding factor. A well made mid-range hockey stick can be at least as durable as a top end stick. When buying up in the range you are primarily buying performance.

The biggest performance feature that distinguishes entry level, mid range and top end sticks, is the power that the stick can generate when hitting and slapping the ball, which is related to the stick’s shaft stiffness.

As the materials used to stiffen the shaft generally give the stick a harder feel, the art of making a good top end stick is to make it as powerful as possible (stiff shaft) but still produce a feel or touch that is suited to the player’s personal style and preference. All of this must be achieved while still maintaining the sticks durability.

Malik: The more carbon and kevlar you use in the stick, the higher the price. Carbon and kevlar also adds to the strength and rigidity to the stick. Fibreglass is the main component that adds to the feel of the stick. Sticks with more fibreglass are therefore cheaper, but this does not deter from the quality of the stick.

Slazenger: Unfortunately, the more you strengthen the stick, the more expensive it becomes. Most of the strengthening agents used are expensive. The only reasonably inexpensive agent used in composite sticks is fibreglass. Other agents used include carbon, kevlar, carbon cloth and Slazengers’ new nano technology, which increases the quality of the stick during production, making it tougher and more consistent.

Not only do the strengthening agents used increase the price, but also their application, i.e. the way they are used in manufacture.

A very general rule is the stiffer a stick, (thus more strengthening agents used) the more expensive it becomes.

Stormforce: In order to create sticks of greater rigidity and maintain the weight and balance of the stick, special materials are used, which impacts on the price. As a general rule, the greater the rigidity, the greater the price. One will find that most top level players use sticks with greater rigidity.

TK: To get the stick stronger and more powerful, the correct fibres must be added — carbon fibre, aramid, and unique to TK, the new zylon fibre that is added to the head of the stick. Zylon is 2½ times stronger than kevlar — and without a doubt, you will feel the difference in the power of the stick.

These new fibres and new technologies are more expensive, and therefore affects the price in the end. The more of these special fibres you add, the more the stick is going to cost.

W.E.T.: In general you would find that a composite stick made of kevlar and graphite would be the strongest, though certain players feel that the composite stick does not have as good a feel as a wooden stick that has been given a protective covering. A standard wooden stick will not be as strong as a wooden stick which has a carbon kevlar cover. The more materials used (carbon, fibreglass, graphite) the higher the price.

What difference does the composition of the stick — wood, fibreglass, graphite and kevlar — make to the way I’ll play?

Dita: Wood is usually used for beginners’ sticks as it has a softer feel, but less power. It gives the player more control and is more forgiving. Fibreglass is a basic reinforcement that prevents wear and increases strength and durability. Graphite (or carbon) is one of the most effective stiffening materials. The added stiffness in the handle allows for increased hitting power for experienced players. Kevlar adds strength to the handle, while dampening the vibration to the hands. The more kevlar in the stick, the less shock is felt, yet the fibres still allow for flexibility and a smooth feel of the ball when hitting and receiving.

Grays: As mentioned, the more carbon you have in a stick, the better the quality and the stronger the play. The top end Grays sticks, used by most of our international players, are almost 100% carbon throughout.

We also import a selected quality wooden stick to suit the player that still likes conventional equipment. As the stick range starts to lower towards the younger ages, the composites start to vary towards more fibreglass, and then a low cost wood.

This is not to say that fibreglass or wooden sticks are not worth playing with, as these will suit various players. Again, the Grays’ 2009 Range will supply a range of these sticks to suit the players market.

Gryphon: Different fibres give the sticks different characteristics. Carbon, for example, has a superb tensile strength to weight ratio, and is excellent for stiffening the shaft of the stick in order to make the stick more powerful when hitting the ball.

Fibres such as kevlar and fibreglass are more pliable and therefore serve to soften the feel of the stick (making the stick more forgiving) and improve the stick’s durability. Gryphon’s Tour stick comes with a unique silicon sleeve technology that further serves to improve the feel.

The playing characteristics of the stick not only depends on the ratio of these materials used, but also, just as importantly, on how and where these materials are combined in the stick (the sticks lay-up), the quality of the materials used, and the manufacturing process used in the mould. The percentages of the various materials used are therefore of little, or no, value, as the standards against which they are measured vary and the stick’s playing characteristics are also dependant on a number of other factors.

Wood provides a very soft feel, but reduces shaft stiffness to such an extent that is nowadays just used as a material for entry level sticks, as it is cheaper to make.

Kookaburra: Graphite provides rigidity, response, strength and power. Kevlar provides shock absorbency, strength and control. Fibreglass offers basic strength, durability and feel. Wood sticks traditionally offer excellent feel but lack the power potential of a composite stick.

Malik: The traditional wooden sticks have generally more feel, but will not be as rigid as a composite. The different mixtures of composite materials allow the sticks to be a lot stiffer, as well as giving added hitting power, but at the expense of your feel on the stick. The more graphite in the stick, the more rigid, and the more fibreglass, the more flexible your stick will be.

Slazenger: Composite sticks are moulded, thus, any composition can be used, which will affect the weight, balance, etc. of the sticks. Varying types of strenghtening agents are used, which affect the stiffness and durability, thus directly impacting on the playability of the stick.

In construction of the composite stick varying amounts of stiffening can be added, thus making each type of stick different in stiffness and weight, thus also giving it unique playabile characteristics.

Stormforce: The composition of the stick impacts on the weight, balance and feel of the stick. Wood has traditionally had the better feel, but is not able to provide the greater rigidity, and therefore hitting power, of the composite materials. As technology has improved the new composite sticks provide the hitting power with a wood-like feel. I believe over time wood sticks will be phased out.

TK: Graphite sticks will be more powerful than wooden and fibreglass sticks. There is still a handful of players who prefer a wooden stick, because they have better feel on the ball. What this means is that when they stop or handle the ball, the ball does not jump off the stick because there is less power in the head. Wooden sticks are ideal for junior kids.

Why should I use a 36.5” stick instead of a 38” stick?

Dita: It is essential that a player chooses the correct length of stick. There are two generally accepted methods for choosing the correct length.

The first method is called the Dutch Sizing Method: the player holds the stick with its head in the air, upside down. The head of the stick is inserted in the armpit, and the stick ends somewhere near the knee. The key to proper fit depends on where the end of the handle is in relation to the knee. It should be between the middle of the kneecap, to no more than one inch below the knee cap. The hockey player selects a stick that stretches from the armpit to approximately the middle of the kneecap. It should not be longer than 1cm past the bottom of the kneecap.

In the second method, the hockey stick length is relative to the height of the hockey player. In choosing a stick, a player should select the longest stick that he/she can control comfortably. A more skilled player can handle a longer stick. Goalies prefer a shorter and lighter stick.

Two problems will become immediately noticeable if the stick is too long: this type of stick may cause undercutting of the ball with frequent raised balls. Another problem is excessive hard contact with the playing surface that fractures the head of the stick.

Grays: Again, this can be personal preference, some strikers like to use 36.5” sticks because they are constantly in a low position and need to get a quick shot off at the goal, so they don’t need the extra inches extended to a stick. Most defenders like to use a 37.5” or 38” (limited) stick to give them that extra length to make that all important tackle. However, young players must be measured for a stick appropriately first before deciding on these factors.

Gryphon: The length of stick at senior level is primarily dependant on a player’s personal preference, which in turn is influenced by factors such as the player’s height, style of play, etc. In most cases the players either use 36.5” sticks (which tend to me more popular amongst girls) or 37.5“ stick sticks (which tend to be more popular amongst guys). On the odd occasion a tall player may opt for a 38.5” stick, but these are a very small minority. Using a stick that is too big can negatively impact on your ability to perform close in skills.

Kookaburra: Selecting the size of your hockey stick basically comes down to personal preference. For every player who prefers a short, light hockey stick there will be a player who prefers a longer, heavier hockey stick.

Malik: We would recommend that all school players use the standard 36.5” stick, as it allows for maximum control, as well as the correct body position during the game. Malik are the only manufacturers who produce a 38” stick, and the extra 1.5” does make a difference when tackling, as it gives you a better reach and you cover a larger area.

The 38” stick is aimed at the older players who can afford to be a bit lazier with regard to the correct body position and movement of their feet while playing.

Slazenger: With most hockey now being played on astroturf, players have a tendency to use a slightly longer stick, as the surface is so true.

Simply put, the player now has the comfort of being able to trust the surface, and thus can afford himself the extra reach/space the longer sticks gives him, which is advantageous in general play, dribbling, interception etc.

Stormforce: Stick length again is very much a personal choice (people come in varying heights) and it is important that the individual player is comfortable with what he is playing with. If the stick is too long or too short it can effect your hitting and dribbling. The customer should try various sticks to find the length that suits his playing style.

TK: If you look at the Pakistani or Indian men’s teams, you will see most of their players all play with 36.5” sticks. It is what you, as a player, are more comfortable with, but I will recommend a player of 6’5” to play with a longer stick.

W.E.T.: The size of the stick is dependant on how comfortable the stick is for the individual player — the 36.5” is the standard for a senior stick, but if you are taller and need a longer stick, a 37 or 38” would be suitable.

What difference does the shape of the toe (head) make?

Dita: There are a number of different toe/ head shapes available on the market. The head shape used depends on a number of factors, of which personal preference is probably the most important. The most common head shapes are:

Shorti: Usually used by attacking players. It helps the player to quickly turn the stick over the ball, as it is designed for a balance of maneuverability and control.

Midi: The most popular and appropriate shape for beginners and midfield players, it is about 1cm longer than the shorti and provides a larger hitting surface, which in turn makes flicking, receiving and reverse play more comfortable.

Maxi: Popular with defensive players, it combines a larger receiving area with the hitting power of a midi.

Hook: A J-shaped head with a larger stopping surface area for receiving and defensive work, it is particularly handy on grass surfaces.

Grays: Once again, it will depend on a player’s preference, but most of the heads on hockey sticks are pretty standard — maxi- shaped. Over the years, the toe of the stick has become smaller and smaller to allow the player more flexibility in maneuvering the head of the stick over the ball to allow for maximum stick speed, which will enhance the skills required to beat an opponent. When hitting a ball, only a very small area on the toe makes contact with the ball, hence the continual development of the smaller head.

Gray’s still has the hook in the junior range, which is U-shaped. At a young age, it is a nice touch because juniors are stil coming to grips with their newly learnt skills and this extra part to the toe allows for more control over the ball.

Gryphon: Most players these days opt for a standard midi head shape, which is pretty similar for most brands. Some of Gryphon’s top end sticks come with a thinner shaped toe to assist with flicking and dinking the ball for one on one aerial skills.

Malik: All Malik sticks come with the J-turn head, which has been developed to assist with reverse side still, which enables the player to have the desired amount of control on the ball and gives the player a bigger hitting surface on the stick.

Kookaburra: Most sticks on the market have adopted the maxi head shape. This shape provides a combination of the qualities provided by hook and midi heads — enhanced ball control and flicking, whilst providing a concentrated optimum power spot hitting.

Slazenger: Most brands now use a midi size headshape. This again is a result of the astroturf surface, which allows the players the added compactness of the headsize for ease of dribbling and control of the stick.

The big shape head is no longer needed for control, as the surface is true, thus allowing the smaller headshape. Also remember that the game is now more about slapping, pushing and dragging than hitting, as in the past. When hitting one uses the head of the stick, whereas one uses the shaft as much as the head to execute slapping, pushing and dragging shots.

Stormforce: The shape of the toe of the stick effects your receiving, passing and dribbling ability. Depending on the body position in which a person hits, dribbles and receiving passes will determine which shape to use.

Why should I choose to play with this particular brand?

Dita is a Dutch brand that ranks among the top hockey brands worldwide, with a respected following among many top European players. We stock a wide variety of sticks that are suited to every level of play — from beginners to international stars. The fresh cosmetics and affordable prices make these sticks appealing to everybody who wants to play hockey.

The pleasure of playing with Dita sticks is derived from their extreme control and light feel. These qualities are because of the twin channel construction and ideal balance points.

All of our composite sticks feature a roughened head surface that increases the grip on the ball while dribbling and receiving. The top-of-the-range EXA 500 also features grooves in the head, which discharges water for more accuracy and hitting power.

Dita has a proven track record of supplying international quality sticks at very competitive prices. The high level of after-sales service can give the buyer confidence in the product.

Grays: As I have mentioned before, Grays provides a range of sticks and other hockey equipment to suit all types of players. It has been one of the most recognised hockey brands in history, and the manufacturers’ continuous experiments to make the sticks more dynamic and player-friendly, has earned the brand a top position in world hockey.

At the Beijing Olympics, Grays was by far the stick used by most players. Nearly 40% of all the Olympic hockey players used our brand — which gives Grays the right to claim that it is the leading brand that international hockey players want to use. The next brand was chosen by only 12% players.

We will continue to work diligently on building our brand in order to push the boundaries of our sport across the hockey world.

Gryphon: The various Gryphon stick models are all the most powerful in their class, and also deliver superb touch and feel, which is tailored differently in each model in order to provide every player with an option that best suits their game. The sticks are also extremely durable.

This is all achieved by utlising top quality materials and superior lay-ups and manufacturing processes, built up over years of experience, while leading the way for synthetic stick molding.

Added to this is the drool factor in the cosmetic look of the sticks. Gryphon is also known for one of the most comprehensive sponsorship programmes amongst international players and school coaches.

Kookaburra: By combining innovative concepts and stylish eye catching graphics, the new Kookaburra hockey stick range is our most dynamic and comprehensive to date. The result is a series that is perfect for all hockey players, from internationals through to beginners.

Malik: Firstly, as a player, you need to be happy with the stick you are going to purchase and it must meet your requirements. Whatever the brand, you need to feel comfortable that the stick will deliver on the field. Malik offers you a stick that is affordable, modern and technically up to date.

Our factory in Sialkot is one of the largest hockey stick factories in the world and has been manufacturing hockey sticks for over 40 years. They employ more than 150 staff members who make around 500 hockey sticks per day to strict quality guidelines. Malik have been at the forefront of design and innovation and this is demonstrated by the following examples:

» In 1993, Malik developed the first hockey stick to incorporate a longer grip;
» In 1997, Malik developed the first ever combined stick and kit bag — The Jumbo;
» In 2002, Malik, in conjunction with Sohail Abbas, developed the first specialist drag flick stick.

At the recent Beijing Olympic games we were the 3rd ranked brand and had players in both gold medal teams. In the SA team Austin Smith, Emile Smith and Clyde Abrahams played with Malik. And those watching the babes, would have noticed that triple holder of the title World Hockey Player of the Year, Luciana Aymar of Argentina plays with Malik.

In SA we strive to be a brand that is run by hockey lovers and we endeavour to deliver a product that will satisfy all your hockey needs — go on, flick your next corner with a Malik.

Slazenger: From the the most affordable entry level wooden stick for the beginner player, through the intermediate composite range of sticks for the school and junior club player, to the top range of sticks for elite players, Slazenger endeavours to offer the very best and latest technology, combined with affordabilty, to give each player the very best stick for their particular level of play.

Using all the experience they have gained through many years of producing quality sporting goods for a variety of sports, Slazenger will always offer the consumer great value for money.

Because of this experience, the consumer can feel certain that they are purchasing a quality stick, backed by one of the world’s oldest quality sporting brands.

Stormforce: I think my brand provides sticks to the client with all the attributes that other brands offer, but at extremely competitive prices. I can therefore offer the client great value, along with a wide variety of options, so that he/she will find the best fit.

TK: The 2008 and 2009 collection has shown that it is the best and the strongest collection from TK ever. The zylon technology that is used in the sticks make the sticks stronger and more powerfull, and is unique to TK.

TK has taken the game to another level. There is so much heritage in the brand and plenty of personal touches, as the owner and founder of TK is Thomas Kille, a former German player from the 1970’s. He not only ensures that his own ideas and innovations are used in the product development, but always invites top current international players to sit in and help to improve the designs.

TK is one of the top brands in Europe and is also affiliated to the FIH world hockey board.

W.E.T: The W.E.T. hockey range is a great buy for the customer looking for an entry level stick for both junior and senior players, that offers good quality and affordable prices. We have an extensive junior range (28”, 30”, 32”, and 34”) in both a wood (Star) and a painted finish (Star Premium). On the senior sticks (36”) we provide a pianted stick (Star Premium) and a carbon kevlar composite stick (Championship).