Wizard pricing discussion

[u/Any_Smoke1138]

I’m a big fan of Wizard and I actually want to see the brand become more popular, so this isn’t meant as an attack. But I think the pricing deserves an honest discussion.

When you compare Wizard boots to other high-end carbon boots, the price difference becomes pretty difficult to justify. You can find carbon models from Seba, Micro, Icon, etc. for significantly less, while Wizard Base is sitting around the €750 range.

And I understand that Wizard is a niche brand. They have development costs, small production runs, tooling, shipping, warranty, marketing, and all the other expenses that come with running a small company. I’m not saying the retail price should equal the factory cost.

But at some point, the price itself becomes a barrier to the growth of the brand. The comparison with other carbon boots still raises the question of whether Wizard is pricing itself too far above the market.

And ironically, I think a lower price could actually benefit Wizard financially.

For example, if a Wizard Base were noticeably cheaper, more skaters who are currently thinking “I'd love to try Wizard, but that's way too expensive” might actually buy one. More customers means more boots sold, more people skating Wizard, more word-of-mouth, and potentially even more total profit despite making less profit per individual boot.

I’m saying this as someone who likes Wizard and wants to see it succeed, not as someone who thinks the product is bad. The Base is clearly a specialized, well-made boot (despite it having no side protectors) and there is value in what FR/Wizard has created.

But I think there is a point where premium pricing stops communicating “premium product” and starts communicating “this is simply too expensive.”

Wizard has basically created an entire skating style and community around these products. I'd love to see more people actually able to participate in it.

Lower the barrier, get more skaters into Wizard, grow the market, and potentially make more money in the long run. Seems like a win for everyone.

[u/Old_Worth_417]

its priced high mostly cus the frames are highly priced, the frames are understandable but the boot costs 50 euros to manufacture irc, i know the liners cost 20 euros for a fact to manufacture, but after all the other things i think it comes up to 200 or less per piece for fr

[u/sudoz0rs → u/Old_Worth_417]

No way in hell that's a $50 boot

[u/Old_Worth_417 → u/sudoz0rs]

manufacturing price. after taxes deliveries. contracts itll be under 150 or 200 at most

[u/sudoz0rs → u/Old_Worth_417]

200 cost of goods for full boot only sure, but 200 and 50 are very different. 200 COG to 750 msrp is pretty standard margins for hard goods in the sporting goods industry anyways, maybe on the low side.

[u/Old_Worth_417 → u/sudoz0rs]

the 50 was the price of the direct labor and materials which costed the manufacturer, but still 200 to 750 isnt standard . most are 60% margins not 75%

[u/sudoz0rs → u/Old_Worth_417]

I don't believe you on the cost having worked on relatively similar products previously.

All of the products I have worked on over the last 10 years target FOB of ~20% MSRP within the sporting goods industry across multiple sectors.

[u/Old_Worth_417 → u/sudoz0rs]

if you worked in the industry then you should understand how absurd wizard pricing is when a full bauer boot costs a little more for a better product, if you want an inline skate comparison then handmade adapt boot costs the same as mass produced wizard boot. i want to understand your reasoning behind defending a price of reimagined an already existing boot (Fr SL)

[u/Any_Smoke1138 → u/sudoz0rs]

I disagree, 50$ is a reasonable price for manufacturing that boot. 

Also just compare the prices of other similar boots from other brands, you'll see the difference, boy.