APBA International is undertaking a national coaching program to further educate hobby retailers about the company's products and demonstrate those products to customers.

This unique program, believed to be the first of its kind in the sports-collectibles and gaming industries, began in early December and will continue over the coming months in hundreds of North America's leading hobby shops.

As part of the company's APBA Premiere Hobby Store Program, all hobby shop owners in North America have received free samples of APBA's redesigned and revamped sports game line and its Card Collector software. As a follow-up to the sampling program, APBA is enlisting some of its longtime game players and Card Collector users to visit hobby stores, introduce APBA products, and coach store personnel on the basics of game play and the software package.

Bill Bordegon, president and CEO of APBA international, said the idea for the coaching program began with a demo night it hosted for one of its distributors.

"Our pilot program with Sports Images' hobby store customers proved that these (teaching) visits will translate into immediate and substantial incremental sales for the dealers," Bordegon said. "in-store demonstrations, tournaments, game nights, mascot appearances, and barbecues are just some of the ways we're reinforcing our commitment to hobby dealers in 2001. We realized it was our hob to teach retailers how to play the game and use the Card Collector software. A dealer's educated sales team is critical to the success of all products sold in a hobby store."

Logistically, it was impossible to send APBA sales reps to every hobby store within a reasonable period of time following the game's release. The company also realized the importance of follow-up visits by product demonstrators. So last December, APBA sent out a call to its extensive database of dedicated game players, hoping to drum up interest in the coaching effort.

The response from APBA enthusiasts was overwhelming.

"I'd volunteer to coach APBA games in a heartbeat," sad longtime player Kevin Burghart from Wisconsin. "I have played APBA for 25 years. I flat-out love the game and am currently the commissioner of our APBA league."

"I've got eight managers in my APBA League who would be more than happy to help Hobby stores explain and teach the APBA games. We wouldn't mind raveling up to 100 miles," sad Dennis Timberman from Connecticut.

Within a month's time, dozens of APBA players from 15 states and Canada have volunteered to be APBA coaches. Though still in its infancy, the coaching program has already received positive reviews from game players, hobby dealers and distributors.

"The sales of the APBA Games are doing much better since the on-site visits." said Monica Lewis, head buyer for BC Sports Collectibles, a chain of 25 hobby stores in the Northeast. "The APBA Coach really got our staff excited about the games. In just four weeks, sales have increased dramatically and we are selling an average of 38 games per store each month."

"We are pleased anytime a manufacturer, like APBA, takes the initiative to help us promote sales in our customers stores," said Daryl McKay of Sports Images. "It's obvious that APBA has significantly invested in the hobby though its advertising, sampling, and now in-store programs. Our dealers are very excited about the APBA Premiere Hobby Program and are already selling a lot of games. We and our customers appreciate their commitment."

"We are totally committed to the hobby, and this is another example of our $1 million investment to promote the APBA games and Card Collector software in dealer' stores," said Bordegon. "The willingness of APBA players to serve as volunteer coaches is a testament to the magic of APBA."