Sports Marketing Surveys USA (SMS USA) entered into a partnership arrangement with AA Data Company LLC, based in Grass Valley, CA. AA Data is the leading provider of retail audit sales information to the surf and skateboard industry through its ActionWatch service. AA Data developed proprietary data collection and translation software systems to produce the ActionWatch program.

AA Data’s software and systems are optimized to efficiently process millions of rows of disparate sales data each month provided by the independent retailers on its panel.

Both AA Data and SMS USA will operate independently, but collaborate where appropriate to maximize efficiencies and improve services to their respective clients. Cary Allington, one of the original founders of AA Data, will continue running the ActionWatch program in Grass Valley, California. Keith Storey will continue to be in charge of the SMS USA office in Jupiter, FL.

“This partnership will allow AA Data to continue to grow and improve our ActionWatch retail audit as well as offer more services, based on SMS experience, to our existing and new clients. We will be able to significantly expand our reach in the surf and skate industry,” said Allington.

”We are very excited about this partnership as it will allow us to implement AA Data’s state-of-the-art retail audit software to enhance our product offerings in both our Tennis and Running Store Audits. We also will have the capability to expand into other categories in need of better retail information,” said Storey.

SMS USA is a broad-based sports industry market research company. In addition to custom research, SMS conducts syndicated retail trend reports and retail audits, and is the producer of the largest sports and fitness industry’s annual participation report on behalf of its Physical Activity Council partners: Sports & Fitness Industry Association (SFIA), The Outdoor Foundation (OF), National Golf Foundation (NGF), SnowSports Industries America (SIA), IHRSA, and United States Tennis Association (USTA)/Tennis Industry Association (TIA).

SMS INC, UK, a sister company to SMS USA, also looks forward to working with AA Data and expects to expand its retail research business in Europe, which already includes golf and tennis across key European markets.