Product Overview

This case could be used in entrepreneurship and strategy courses. It's the story of two men, already working in the physical-fitness-equipment industry, who build their own business designing and producing high-quality fitness equipment. The power of planning, strategic focus, disciplined adherence to core competencies, outsourcing, and aligning HR policies and rewards with the strategic focus are illustrated in the case.

Learning Objectives

Examine how deep industry knowledge about competitors, off-shore manufacturing, and the retailer distribution system was leveraged to build a successful company whose founders focused on only a few core competencies.