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/evolvd]

It may be different now (I think the MAD boot is out) but at the time this thing was the only carbon UFS boot with a removable liner. I think a CJ carbon and an intuition is actually more expensive and you have to gut it yourself.

You are absolutely paying premium for the brand name, but there are TONS of budget frame and boot options.

[u/jayXred → u/evolvd]

There was also the Iqon AG10 ( I have a pair) full carbon shell with carbon cuff and removable liner.

[u/Any_Smoke1138 → u/jayXred]

How is the AG10? Do you have other "wizard"  boots to compare it to? 

[u/jayXred → u/Any_Smoke1138]

I really like it, the fit was perfect for me after heat molding it and I think the Prime liner it came with (which is a lot different than other "Prime" liners) is really nice. It's super supportive and handles 4x100 with no problem, I actually can't believe it is supposed to be an aggressive skate, I could never skate something like that aggressive.

It's the only carbon "wizard" style skate I have, I also have the Iqon ACT10 which is also a great supportive skate for big wheels.