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Launching an Action Sports Company: Totali in the Making


The urban dictionary defines "Action Sports" (also called extreme sports, adrenaline sports and adventure sports) as the socially accepted term for certain activities perceived as having a high level of inherent danger. These activities often involve speed, height, flight, fear, a high level of physical exertion, and highly specialized gear.

Once you get past the stereotype of 20-somethings swigging energy drinks while riding a BMX, snowboarding, or skateboarding, you start to see the action sports industry like any other--filled with executives and venture capitalists wearing custom tailored suits.

If you look at the conventional media like FOX, Disney and Sony just a few of the conglomerates that have jumped on the bandwagon in recent years. Fox Cable Networks' Fuel TV, which covers wakeboarding, surfing, skateboarding, snowboarding, BMX and motocross, is watched in millions of U.S. homes.  Factor in the contests like XGames, DewTour, VansTriple Crown, reality TV shows, YouTube Channels, Twitter, Instagram, one quickly understands the market potential of our industry.

In recent years our industry has been dominating sales, influence, and overall presence in the market place. As little as 20 years ago, it might have been hard to imagine action sports as a profitable industry, but in the last 15 years, Action Sports companies have skyrocketed in value and brand influence.  Many companies began life as the passion project of action sports athletes like Birdhouse, Alien Workshop, etc. Several of the founders of these companies started out as skateboarders, surfers, snowboarders, or those just looking to have a great time. Our niche Action Sports industry has turned into a multi-billion dollar industry that gives many retiring athletes the opportunity to start a great career after their run as a pro ends.

Our goal here at Totali has always been to bring the world of high quality products, adventure and the active lifestyle of our community, outside of the action sports world who can enjoy these products as well. Our products can be used by anyone, not just action sports athletes. That is what is so great about the influx of action sports companies like Totali that are flooding the market place today: it truly gives the action sports world a business world presence and the ability for customers to have choices.

At the end of the day... human motion is the only thing that matters.