Family-owned KINeSYS Sunscreen to present at RIA’s “KICK On-Demand”
July 10, 2020
KINeSYS Performance Sunscreen is pleased to announce they will be presenting at the Running Industry Association’s “KICK On-Demand”, an online trade show developed to replace their May trade show, cancelled due to Covid-19. Lisa and Wade Heggie, Co-owners of KINeSYS, are thrilled to have the chance to showcase their brand at this leading industry event outlining their “shop small” strategy.
Since acquiring KINeSYS in 2107, the Canadian-based business has grown from zero doors in North America to close to 250 stores in Canada and 90 in the U.S. The company’s 2020 strategy had been to increase their U.S footprint with sales trips, trade shows and events scheduled across the country. Before the pandemic, KINeSYS was confident of bringing onboard a number of additional specialized Retail Partners in key locations as part of their “shop small” strategy.
As small business owners, KINeSYS get the power of small. “We have a small team and we both work in the business, so we are across everything. It gives us the chance to build real relationships with everyone from our customers to our Retailer Partners. People are looking for personalized and authentic brands who care about them, especially now more than ever. That’s the power of being small.” says Lisa.
The “shop small” strategy is one that works well for a premium product that is very different from other sunscreen brands. “Our products are unique in the sunscreen category and customers need to experience the product to understand the difference. Besides, our “shop small” strategy is a great win-win. It allows independent specialized stores to offer their customers a specialized performance product along with their personalized service. It also means they aren’t competing for the sale with a big box retailer down the road, because our products are only found in specialized stores.” says Wade, co-owner.
Their products are highly regarded and sought out by their loyal customer base too. Focused on performance, KINeSYS sunscreen is loved by people who enjoy being active outside as well as high performing athletes. “We have customers who choose us because they enjoy the staying active with a weekly social sun, while others run ultra-marathons. Importantly they all need a sunscreen that will perform when they need it too.” says Lisa. Runner’s World Magazine agrees, listing KINeSYS SPF 50 Fragrance Free Spray Sunscreen as one of their “19 Sweat-Resistant Sunscreen That’ll Keep You Covered Through Every Run”.
July happens to be “Independent Retailers Month” which recognizes the importance of retailers who are the fabric of our communities. “If there’s a time when we need to support independent retailers, it’s now. It goes without saying that all the small businesses in our communities have felt the impact of the last few months. Now is the time to “shop small and shop local.” says Wade.
About KINeSYS Performance Sunscreen
KINeSYS Performance Sunscreen is a leading sunscreen manufacturer based in Canada. For 25 years, the brand has been developing and distributing high-performance sunscreens and sun protection products around the globe, helping to spread the message of sun safety for all outdoor enthusiasts, ‘However You Perform’. The range features oil-free, alcohol-free and preservative-free sunscreens beloved by both athletes and amateurs alike. Available through specialty Retail Partners in the USA, Canada and Australia; and online at www.kinesysactive.com, www.kinesyactive.ca, and www.kinesysactive.com.au.
CEO / WILC Healthcare Inc.
1.888.546.3797 ext. 710
About Running Industry Association (RIA)
The RIA’s sole purpose is to drive the running industry forward. Passionate about supporting the running community and developing the business of members, RIA succeed through collaboration, education, advocacy, innovation and delivering an exceptional customer experience.
About “KICK On-Demand”
Due to COVID-19, the RIA has cancelled their trade show, KICK Show 2.0 and has since created a digital contingency plan to take the place of the in-person trade show that was due to be held in May. Starting July 13th, retailers can participate in live or pre-recorded line presentations from the top footwear, apparel and accessory brands in the run specialty channel – all online on their website.