Retailers Stand to Lose in Ban on High-Tech Swimsuits
A recent ruling by the international swimming body FINA proposing to ban controversial, high-tech swimsuits produced by makers such as Speedo, Tyr and Arena may trickle down to the retail level, putting a dent in many stores’ bottom lines.
For retailers, the suits have provided a bountiful resource, as they are priced anywhere from $350 to $600 and even higher, providing substantial margins. The sleek suits, made in cuts from jammers to full-body length, also caught the attention of swimmers at noncompetitive levels and have been sold at specialty and department stores.#8232;
“At the retail level, the recent FINA rules have already significantly affected consumers and dealers. Swimmers are hesitant to purchase technical swimwear until they are reassured that their purchase will be legal for competition. Tyr will continue to innovate within the guidelines and provide swimmers with elite technology to perform at their highest level,” said Ryan Dolan, Tyr’s national team dealer and triathlon sales manager.
Hector Inga of Sugar Land, Texas–based Lane Four Swim Shop said interest peaked during the past two Olympic Games. Last summer, he couldn’t keep the suits in stock.
“[This ruling] is going to affect [business],” he said. “We did real good, dollar-wise. Now, we’re not getting as many calls. It’s probably about 20 percent to 30 percent lower. People don’t understand that the ban will not take effect until at least the start of 2010 and maybe through the short course season [through spring].”
FINA (Federation Internationale de Natation)—using testimony provided by a panel of textile experts, scientists and athletes—determined that polyurethane-based body suits such as Speedo’s “LZR” and Tyr’s “Tracer” provided an unfair advantage in competition because of their non-permeable and buoyant characteristics.
Starting as soon as January, male and female swimmers will be restricted to permeable suits that do not extend past the knees. Female swimmers will also be restricted from wearing suits that cover the neck and shoulders.
Since the introduction of the suits at the 2004 Summer Olympic Games in Athens, swimmers wearing the suits have been breaking records at breakneck speed. Swimmers wearing Speedo’s LZR Racer broke 79 records last year, many during the 2008 Summer Olympic Games in Beijing. Even at the recent world championships in Rome, German swimmer Paul Biedermann, who beat Michael Phelps in the 200-meter freestyle, admitted his Arena suit provided an advantage over Phelps’ Speedo suit.
The FINA ruling has already been supported by the NCAA. Other organizations are examining the ruling. Aside from swimming, the high-tech suits are used a lot in triathlon competition.
Dolan said that the USAT, the official governing body of triathlon, has not followed FINA guidelines for swimsuit technology. Tyr offers triathlon-specific Tracer technology, including Tracer Triathlon and Sayonara, which are both approved by USAT.#8232;
Steve Furniss, founder of Huntington Beach, Calif.–based Tyr Sport, said the ruling will hurt athletes the most: “If we have learned anything from this fiasco, it is the prospect for change has been greater than the probability of consistency and fairness. Selective suit enforcement and the allowance of full-PU suits that were banned by virtue of their own test results tarnish the sport and FINA. Our appeals, as well as warning in advance of Rome that this was not going to be a level playing field for many, went unheeded by both FINA and CAS [Court of Arbitration for Sport]. They obviously did not protect or take seriously their most precious asset: the athletes.”
Speedo executives also issued a statement: “Speedo has never sought to compromise the integrity of the sport and has never created a buoyant suit. The Speedo LZR Racer suit was developed after years of intensive research and development in consultation with swimmers, coaches and experts and was fully approved by FINA. The Speedo LZR Racer suit was deliberately designed with 50 percent exclusive LZR Pulse woven fabric so as to avoid aiding buoyancy in the water.
“Speedo believes a return to textile-only body suits as per the Melbourne World Championships 2007 would have dealt with the issue. Despite the decision to return to jammers for men and open-back knee-skin suits for women, Speedo will continue to work with the world’s leading athletes, coaches and experts to develop the most innovative swimwear and equipment. hellip; Speedo remains committed to growing the sport of swimming at every level.”
