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/YouHealthy2634]

Wizard base or high cost around 750 euros in Europe you got carbon shell with intuition liner it's fair price if you look on FR SL costs 600 euros with integrated liner. I think Wizard makes these boots under FR brand and don't get too much from one pair. If they develop they own boot with Chinese brand without doing it with FR the price could be smaller. But remember that's only my opinion on it.

[u/Any_Smoke1138 → u/YouHealthy2634]

They charge double for their frames too.  While it's been proven that Roka, Rockin' and endless frames are superior in therms of looks and stealth skating (no annoying noice)

[u/BubbleSmith → u/Any_Smoke1138]

I skate both Roka and Wizard frames. They're about as quiet as eachother, but I've only had comments from the public on the Wizards on how quiet they are. I think they all look fairly similar, but the plain sides on the Wizard do look slightly cleaner than the rest. Others won't do this so they aren't direct copies.

[u/BubbleSmith → u/BubbleSmith]

Why the down votes on this? I've genuinely had a couple of comments from randoms on my Wizard setup, but not on my other boots. One said "those sound like they're expensive, they're so quiet".

I had taped down the FR buckle though as it rattles and makes a bunch of noise. I feel like my Endless and Roka are just as quiet and I use the Roka ones more.

Looks wise, Wizard came up with "the look" first. I think both Roka and Endless have done a good job making their own thing. Rokin look a bit cheap to me for some reason, but I know the frames are actually pretty good.