SEW goes One-On-One with key executives that are making news in the sporting goods, athletic footwear and/or athletic apparel markets. 
This week, SEW sat down with Dan “Punkass” Caldwell, co-founder of TapouT, and current company CEO Marc Kreiner to discuss the company’s success in the Mixed Martial Arts market and its plans for the future.

SEW: TapouT was ahead of the MMA curve when the brand was launched in 1997, and now it’s the premier apparel brand in an industry that is growing by the day. How has TapouT maintained an edge over direct competitors? 

MK: We realize there are other people in the industry who are doing what we’re doing, but we’re focused In TapouT…there are more people shooting at us than we are shooting at. What we work on a daily basis is how we can stay one step above, how we can bring to the consumer the next level of excitement. As far as other brands, we know they’re out there but we don’t really pay attention [to them].

 

SEW: What steps have to be taken in the future to ensure TapouT remains the undisputed leader in the MMA apparel market?
MK: Our philosophy at TapouT is that we’re guys that think outside the box. The word ‘no’ doesn’t exist in our vocabulary and we consistently strive to be a better brand. The sport is on fire and our relationship with the UFC is very strong. When you think of MMA, you think of two things – the UFC, which is the NFL of the sport, and TapouT, which is the Nike of the sport.


SEW: MMA fans and participants relish the fact that the sport is a niche sport that is still somewhat shunned by some faction of the mainstream media – similar to the X-Games during the early 90’s. As far as TapouT goes, how can the brand expand and become more mainstream without isolating a loyal following that doesn’t necessarily want to be mainstream?
DC: We’ve been around for a long time – before there was any money in the sport – and I think the real MMA fan knows that. Back when the sport was pretty much illegal, we were still in [it]. We were in the sport because we loved it and because we thought one day it could be as big as it is today – and a lot bigger. We stayed with it, we’re behind the fighters, and they can see it’s authentic. The surf industry is a niche sport and they still maintain that integrity. I’m the guy that loves MMA and loved the fact that it was hardcore and underground, [but] if that’s where the sport is going, I want to be there.
MK: The phenomenon with this sport is that no matter how big it gets and how mainstream it gets, it’s still a niche sport. It’s consistent – the sport is growing by itself and you can’t stop it. There’s one thing you can’t do, and that’s fool the public or stop it from believing in something. It’s all about working with the fans and giving the fans what they want. Every area we enter into, we’re literally forced into by the public.


SEW: To what extent are you seeing the interest in the UFC and MMA transition to actual participation in MMA?
DC: That was part of our vision. We knew the sport would grow and as kids and parents embrace it, they’re going to start to train in it. That’s why we started TapouT gyms – we feel that is what will push the sport to the next level. Right now, guys who are fighting in the UFC probably started training around maybe 15 [years old], but tomorrow’s athlete is going to be incredible because kids today are training at the age of 5.


SEW: What’s on deck for TapouT?
DC: Obviously, we’re going to expand categories into things are customers would buy. We’re going to be introducing a whole line of equipment within the next year.
MK: There are some big surprises and announcements and we’re going to be partnering up with some new retailers. We’re [also] going to focus on the international business. Whatever our numbers are in the US – and we could hit $200 million this year – we feel we could double that overseas. We’ve got some huge distribution deals in place that will take the brand to another level.