SportGroup

LAYKOLD - 2020 YEAR IN REVIEW NEWS & STORIES | 49 | THE EVOLUTION OF THE COURT AGENTS OF SUCCESS: HOW I'M GROWING MY BUSINESS AS A COURT INSTALLER SEPTEMBER 2, 2020 Having been in the court surfaces industry since 1987, Michael Edgerton knows a thing or two about what makes a court installation business a successful player. As owner of Sport-Tech Acrylics, Brewster, NY, a former ASBA Board Member and Tennis Division President, we asked him to share the story of his business growth. 1. You've been in the court installation business for over 34 years and must have seen a lot of change. What advancements have had the biggest impact on the growth of your business? The techniques for installing courts haven't really changed but I've worked on both sides of the fence as a sales representative for a manufacturer and as a court installer, and hands down, the biggest advancement is in the products themselves. 'A' list manufacturers are producing products with better yields which go further and fill the asphalt better for a much smoother surface which is a win:win situation all round. It produces a better end product for clients which has a reputational benefit for me and saves me time and money, increasing profit margins. Some of the product innovations are game-changing as well. The arrival of cushioned surfaces like Laykold's Gel Plus system which blend urethanes and acrylics have given me a higher-end product that is super for both private clients and public facilities looking for a more advanced surface. 2. Your business doubled in size over the last two years. What do you put this down to? When I made the move from sales rep to installer, I have been very deliberate in the products I choose to work with. This is driven in part by demand and I've seen a definite shift towards the brands that are supplying the court solutions for the big international tournaments. If the pro tennis players are using it, then our clients want it too. There is a name recognition and an in-built trust that accompanies the products being served up at the very top end of the sport. Secondly, I have to trust the product because at the end of the day, it is my reputation that's on the line. It goes without saying that the product has to be good, but so does the technical support offered to ensure nothing goes wrong during installation. I made the switch to Laykold and got both. Their partnership with the U.S. Open has been a big lead generation opportunity for me and dedicated support from their chemical engineers both through the sales process and on site at the point of installation have been key business drivers. 3. What are the key attributes you look for when choosing a court manufacturer to partner with? Fundamentally, it is about the relationship for me. Yes, the products need to be good, but I look for manufacturers who can also work with me to solve problems, not simply do a good sales job and then walk away. In this business, mother nature rules, and being able to work through the inevitable environmental and technical challenges that come with each job is crucial to my success. It's also about joint learning which moves my business, and the industry, forward. Flexible payment plans make a big difference to a business like mine too, enabling me to manage cashflow better. I look for partners who get my business, who understand how crazy it gets (this time of year especially), and who can flex accordingly. Much of that comes down to open communication and a human connection, which is where I place a huge amount of value. 4. How important is innovation when choosing a court brand to work with? Innovation is a differentiator for me. It helps me to stand out from my competitors, to tailor my solutions to each client so they get exactly what they need and more, it keeps clients coming back to me when the time comes to update their facilities and it helps me to future-proof my business. So I'd say it is pretty vital. Laykold's Masters Series and Gel Systems have been a good example of innovation in action for my business. continued

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