How This Detroit Startup Built a Company to Keep Athletes Safer

“A relentless pursuit to protect athletes” is what drives Xenith, an industry leader in football helmet technology. Before Xenith, decades passed with only minimal innovation in helmet design, president Ryan Sullivan says. The company’s mission, he adds, is to “develop the most advanced protective equipment, from helmets to shoulder pads and other accessories.”

They proudly make their gear in Detroit and outfit athletes of all ages and skill levels. “We could assemble helmets for a youth organization across the country and, later that day, make one for a Detroit Lion right down the street,” Ryan notes.

“The web is very important to us, both as a sales channel and for overall brand awareness.”

Ryan Sullivan, president

Xenith launched in 2006 and had their first helmets on the field three years later. “Today, we’re third in the market for football helmets. We’re also the fastest growing,” Ryan says. The company doubled their revenue from 2014 to 2016 and sells their products to hundreds of thousands of customers around the world. Web-enabled tools power their growth. AdWords, Google’s advertising program, is their go-to marketing tool, and when their products are in-season, over half of their online sales come through Google. They consult Google Analytics to measure their web traffic, gain customer insight, and make data-driven decisions. And YouTube enables them to share their brand anthem as well as tutorial-based videos showcasing their products. “There’s a real education process to inform potential customers about our products. YouTube is a great platform to grow our brand awareness and build our football community,” Ryan explains.

Xenith employs 130 people during peak season.

For the Xenith team, the most rewarding part of the job is being able to build relationships with sport communities worldwide and affect the lives of young athletes. For the 2016 high school season, the company supplied helmets to all Detroit public school teams, two of which won state championships. “Seeing our hometown teams, who wore our product, win state titles and have their parade go right past our office—that’s a pretty cool moment,” Ryan remarks. Committed to innovation and safety for all athletes, Xenith’s ambitions and vision for the future don’t stop in the football market. “We’re building a world-class company to help keep all athletes safer, and we’re doing it here in Detroit,” says Ryan.

Sign Up: Receive the StartupNation newsletter!

For more information on the Xenith case study, visit http://economicimpact.google.com.

Content provided by Google.

Previous Article
digital marketing

10 Best Free Digital Marketing Tools for Entrepreneurs

Next Article
influencer marketing

What is Influencer Marketing? And Should My Business Try It?

Related Posts
importance of SEO
Read More

The Importance Of SEO In Digital Marketing

Here's a redundant, yet powerful fact: Your customers search online before making any purchase decisions. Whether it's a question, a product comparison, reviews about something specific or to test the market to see what all is available, customers turn to search engines for information and product awareness. Therefore, as a digital marketer or an entrepreneur,...
the rigbt software
Read More

The Right Software is Essential for Your Evolving Business

You started a business with a great idea, but when it comes to scaling it up with speedy and effective execution, you need something more than the average spreadsheet and software that only meet your business’s primitive needs. Often, business owners make the mistake of sticking to outdated software which hinders growth and profitability. Business...
employee experience
Read More

Employee Experience: Culture, Involvement and Career Development

Businesses focusing on customer experience is a given. After all, no business will thrive, or even succeed, without the support of the market it seeks to capture. But ensuring customers remain happy with your products and services is not the be-all and end-all of effective business management. Or at least it should not be. An...
work from anywhere
Read More

Why Working from Anywhere Matters from Dell

Where work or learning physically happens no longer defines the user experience. Fueled by an appetite for digital experiences and capabilities, we’ve clearly entered a “do anything from anywhere” world, creating limitless potential for borderless innovation and flexible collaboration. Now that remote and hybrid experiences—where team members shift between performing remotely and on-site—have become standard,...