Joola bought Joola

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Joola bought Joola. Sort of... :

"US-Based Sport Squad, Inc. Acquires Global Table Tennis Leader JOOLA Tischtennis GmbH

Rockville, MD — Sport Squad, Inc. announced today that it has signed an agreement to acquire JOOLA Tischtennis GmbH, a leading brand in the table tennis industry. For the past 12 years, Sport Squad, Inc. was the US-based distributor and licensee of JOOLA Tischtennis GmbH for the North American and Brazilian market. The acquisition of JOOLA Tischtennis GmbH fits into Sport Squad’s strategy to expand its footprint in the global table tennis industry.


This acquisition will allow Sport Squad to build on the JOOLA brand’s strong global reputation in the sport of table tennis. Sport Squad is already the leading ambassador of the JOOLA brand and will continue to spread brand awareness through creative marketing, strategic player and tournament sponsorships, and efforts to grow the sport in previously untapped markets.


The JOOLA brand originated in 1953 and quickly emerged as a leader in table tennis under Michael Bachtler’s leadership. JOOLA was the official table sponsor for the 1996 Atlanta, 2000 Sydney, and 2004 Athens games. “This acquisition represents an important strategic opportunity to add to our capacity and geographic presence to grow the sport of table tennis both professionally and recreationally. I am grateful and proud that Mr. Bachtler has entrusted our company to take the JOOLA brand into the future,” said Richard Lee, President of Sport Squad, Inc. of the acquisition.


Bachtler will be staying on for the next 3 years and continue serving as the Managing Director based in Siebeldingen, Germany providing his expertise and experience to help place JOOLA further on the path to long term success. “I have worked with Richard Lee as our distributor for the past 12 years and am excited to have a successor that’s passionate about table tennis and that I can entrust to continue building on my life’s work at JOOLA. Along with our dedicated and experienced team here in Germany, I am excited to have the young, creative, and energetic team at Sport Squad to usher in the next generation of table tennis,” said Bachtler of the merger.


About Sport Squad, Inc.


Established in 2006 and based in Rockville, MD, Sport Squad, Inc. was founded by Richard Lee out of a love for table tennis. Sport Squad eventually expanded to include 4 different brands dedicated to offering interactive and immersive games and gaming equipment. It is the parent company to JOOLA, iPong, Sport Squad, and Hit Mit. To learn more about Sport Squad, Inc., check out sport-squad.com."

http://www.joola.us/2018/11/us-base...l-table-tennis-leader-joola-tischtennis-gmbh/

It seems Americans see some potential in the future of TT :)
 
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Thanks for the info.

Sport Squad is already the leading ambassador of the JOOLA brand and will continue to spread brand awareness through creative marketing, strategic player and tournament sponsorships, and efforts to grow the sport in previously untapped markets.

I assume they were behind the strong presence at the World Veterans' event in Las Vegas, I wasn't there of course (I'm not even a veteran!) but they had covered the gigantic hall from floor to ceiling, based on all the videos.

I'm all in favour of sustained family ownership but maybe this is what they need, I feel they have been overtaken completely by Andro and Gewo aren't pushing far behind. That's only speaking about Germany. (Some of) Their blades in particular are better than the overall recognition they get, and they need a different marketing strategy. Yes, of course, this could be a gamble. Hard to say without the figures, but as said by FL and yogi they may be limited in options as well (not to mention, he may have deserved pre-retirement by now!). Rhyzm 1st gen is probably the last time they got the TT word excited, and even then it wasn't a tsunami.

Fingers crossed anyway, from the article Bachtler doesn't sound like the kind of guy who would squander a lifetime's work (in his own words) at the first opportunity. What I'd be curious to know is whether other brands would have been interested in buying, and there is also the possibility he wouldn't dream of selling to one of their German or any other direct competitors (quid of the employees who become redundant, long-term strategy, etc.), and rather want to keep independent in a different way.
 
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(Some of) Their blades in particular are better than the overall recognition they get, and they need a different marketing strategy.

There have been speculations for years that things weren´t going so well financially.

The products are good - especially the tables, which for all I know are manufactured exclusively, while other German brands all use Sponeta tables.

But one thing is for sure, they haven´t got the image of an innovative company (anymore).
 
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I think the American company makes enough money off things related to the brand that they are interested in owning it. The NA teams is a pretty huge tournament with over $100k in entry fees alone. It would be better to control the brand even if the equipment is not profitable than to make a new alliance. Especially when you have all the information and don't want to share it with another brand.
 
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The fact they can afford to buy must mean the company was in financial trouble. Their equipment isn't very popular in most of Europe it must be said. Crushed by Butterfly, Stiga and Tibhar. Probably sell less rubbers than Xiom, Nittaku as well as the above. Newer brands like Android and Gewo taking market share also.
 
The fact they can afford to buy must mean the company was in financial trouble. Their equipment isn't very popular in most of Europe it must be said. Crushed by Butterfly, Stiga and Tibhar. Probably sell less rubbers than Xiom, Nittaku as well as the above. Newer brands like Android and Gewo taking market share also.

Yeaah, virtual reality is cutting more and more from the pie :cool:
 
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Joola’s been an established brand and an active sponsor for as long as I can remember.

In some clubs o’er ‘ere Joola gear is widely used, and I’ve encounterd players doing very well with it.

From my own experience, quite a few impressive blades, and I have a Hinoki/composite blade I value, although it’s not my main stay. I haven’t seen much of the rubbers.
 
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Joola’s been an established brand and an active sponsor for as long as I can remember.

In some clubs o’er ‘ere Joola gear is widely used, and I’ve encounterd players doing very well with it.

From my own experience, quite a few impressive blades, and I have a Hinoki/composite blade I value, although it’s not my main stay. I haven’t seen much of the rubbers.

No doubt about that
but which market Joola is within the top 5 brands in that country
not many I think
 
If they were to also find a niche (hint, hint, larger handles for Western society) they could increase marketshare.

The next question is: will they rebrand it? If I were the new owner, I'd remove any stigma and rebrand something American (ie 'Patriot'). Gives it a fresh start.
 

JST

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No doubt about that
but which market Joola is within the top 5 brands in that country
not many I think

I would say in most EU countries it is well recognized and is in top5. Joola also sponsor several national associations and representations (it's not only about jerseys and logo on a paper but it means balls for N highest divisions, tables and other equipment for major youth and senior tournaments etc. so they are well known by all active players). But I do agree that they seems to be struggling with the market share even in Europe. Butterfly, Tibhar, Donic and Stiga doing well and "younger" brands like Xiom or Andro pushing hard from the bottom (hard to say how JP brands are doing here but Yasaka, Nittaku and Victas are certainly visible)...
 
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If they were to also find a niche (hint, hint, larger handles for Western society) they could increase marketshare.

The next question is: will they rebrand it? If I were the new owner, I'd remove any stigma and rebrand something American (ie 'Patriot'). Gives it a fresh start.

Not a bad idea
If they can own the American market, that is a good start
 
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I would say in most EU countries it is well recognized and is in top5. Joola also sponsor several national associations and representations (it's not only about jerseys and logo on a paper but it means balls for N highest divisions, tables and other equipment for major youth and senior tournaments etc. so they are well known by all active players). But I do agree that they seems to be struggling with the market share even in Europe. Butterfly, Tibhar, Donic and Stiga doing well and "younger" brands like Xiom or Andro pushing hard from the bottom (hard to say how JP brands are doing here but Yasaka, Nittaku and Victas are certainly visible)...

I think Joola from Germany is really getting attacked left right and centre.
Butterfly Europe office is in Germany
Donic, Tibhar, Gewo, Andro are also German brands
Xiom's Europe office is also in Germany
Stiga is so strong

I'm not even sure if Joola is even top 5 in its own country..
 
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Joola is pretty well known in the UK, France, Belgium but is biggest in Germany I assume.

It seems Butterfly is biggest everywhere except maybe France where I hear Tibhar are slightly bigger.

It's a shame as Joola have good equipment, like the ESN rubbers and the Rossi Emotion etc. Also very big in the tables market.
 
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