Omega Pacific phases out distributors, turns to rep force

Omega Pacific has announced that the company will immediately begin phasing out its network of climbing equipment distributors and replace them with regional, independent sales reps and an expanded in-house customer service team. The change will be implemented over the next six months.

The decision to go direct to dealers was made when Omega began analyzing the company’s needs for expanding and growing its business. During that process, the company decided it had to have more control over its brand image as well as direct communication with its dealers to achieve its goals.

“This decision was tough because we understand the impact it has on our distributors, but for Omega to continue growing, we need to have complete control over all aspects of our business,” said Michael Lane, director of sales and marketing. “We’ve also got to have personal relationships with our dealers and support them with our commitment to their success.”

According to Lane, as Omega moves its distribution direct to specialty climbing shops, dealers can expect in-store clinics, event support, POP displays and a new marketing campaign designed to drive customers into its stores.

This marks quite a change in direction for the company, which has maintained solid relationships with distributors Adventure 16, Bluewater, Climb High and Liberty for the most of the company’s 20-year history. The company stated that the four distributors were notified in November and shortly afterward, retail stores were mailed details of the switch by company President Bert Atwater.

Already, the company has announced the hiring of reps in three key regions. Bill Blazewicz and Brian Hamann of Points North Trading (978-463-2806) will handle duties in New England, New York, New Jersey and Pennsylvania. Bret and Kathleen Fishman of X-treme Fun Sports (303-440-6557) will service dealers in Wyoming, Colorado, Utah, New Mexico and Texas. Chuck Blackwell of Straight Up Sports (805-474-8188) will take care of dealers in California, Nevada and Arizona. Each can be reached at the following:

For more information, contact Lane at 800-360-3990 or michaellane@omegapac.com.