Small Business: Heelys Wheel Ahead

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With only 2 million heelers, compared with some 10 million skateboarders, HSL can grow if it can turn the shoes into a lifestyle product, says Marshal Cohen, chief analyst at NPD Group. He suggests that HSL elevate the brand by working to make heeling an Olympic event. Having staged the Pan-Asian Heelys Challenge for three years, and with the first European competition kicking off next summer, "we think about that all the time," says Staffaroni. It worked for snowboarding.