Wayne Brothers Turn Passion for Skiing into Profits
In the fall of 2006, Daniels marketing major Colin Wayne's freshman seminar class gave him a broad assignment: write a brochure
for any nonexistent product. "I wanted to do something ski related," says Colin. A lifelong skier and ski shop employee, Colin
knew from experience that ski pole options for free skiers were limited. "Free skiers' gear always has some flash to it, but
because there's such a small area to work with on ski poles, at that point, you didn't typically see them getting too artistic."
Meanwhile, Colin's twin brother, Ben, was majoring in finance at Gonzaga University, when he heard about a business plan competition sponsored by the Hogan Entrepreneurial Program. First place: $10,000. The brothers took Colin's ski pole brochure, sought the help of their childhood friend, Patrick Wessels--a freshman engineering student at CU Boulder--and in March 2007, developed a plan for their business, Sick Stickz. "We didn't win," says Ben. "And to be honest, that initial plan was hilariously bad." The seeds had been planted, however; the friends saw real potential of their graphically pleasing poles. They spent the summer of 2007 researching manufacturers, working with a graphic artist on a design and building a prototype.
In December 2007, Sick Stickz received its first shipment of poles. "At that point, it was the start of the season and we had 369 pairs of poles in our parents' garage [in Littleton] and no idea how we were going to sell them," says Ben. At the same time, the brothers discovered the challenge of launching a business together long distance. Ben decided to transfer to DU. "Daniels seemed like a really good fit for me, so I came back to Colorado where I had a lot more going for me personally and professionally."
The Waynes spent Christmas break calling Denver area ski shops, hoping for a foot in the door somewhere. Their first "yes" was Eskimo Ski Shop, where they were lucky enough to show up with their poles on a day when the owner was in the store. Slowly, Sick Stickz got into other Colorado shops, including Christy Sports, where Colin had been working for two years. In the early days, Sick Stickz tapped into the smarts of other Daniels students as well. For an e-marketing class, Colin's group selected Sick Stickz as their subject company, creating Google ad word, email and online marketing campaigns for the company. In the 2010-2011 season, Sick Stickz poles will be available in Minnesota, Illinois, California and Washington, and in Colorado stores across the Front Range and in mountain locations.
As the brothers contemplate their futures--both will begin the Daniels One-year MBA program in the fall of 2010--they intend to continue to operate Sick Stickz for as long as possible. "We think there is great potential to grow the company in the next 10 years," says Colin. "I'd love for us to be seen as a company that pushes innovative products in the ski industry."
Visit sickstickz.com for more information about Sick Stickz ski poles, sponsored athletes and expanded 2010 product line.
