With more than a decade of experience in the fashion and sports industry, Ana brings a fresh new outlook into the golf industry and all Bionic products.
A strong believer in the importance of quality and performance, she focuses these principles in every product developed at Bionic and finds innovative ways to add value and versatility to each product.
THE RODAS STORY —
As a fitness fanatic and social media influencer, the path that led Ana Rodas to Director of Marketing and Product Development at Bionic Gloves was a natural transition. She holds a B. A. in Communication and Anthropology – the groundwork for finding out the needs of customers in the market and responding to them. In her role, she has pioneered a strategy for Bionic Gloves that has seen the brand tap into new niches and markets, and refresh its identity to better show the organization for what it is: an innovative, energetic, high-end brand that helps consumers reach their goals.
Fluent in no less than 6 languages and having broken international records in swimming, Ana combines the precision and discipline of a Swiss clockwork with the determination and passion of a Latina who made it big – first in her home country, raking in multiple Miss Guatemala titles, then heading straight towards the American Dream and holding Executive and Director positions in the “small big city” of Louisville, Kentucky.
With her Guatemalan roots and international education in half a dozen countries, she uses humor, charisma and human values to make products come alive. To her, fitness, modeling and acting goes beyond looking good in front of a camera, it’s about expressing herself as an artist – and if you see any of Bionic’s recent marketing campaigns, you will instantly recognize her as both the brains and the body behind them.
Gloves really are everything to us and all we do, and we always create our products with the purpose of improving performance, fit and feel. The biggest difference is our patented pad systems which are strategically placed to help the user have a better grip. We analyze the anatomy of the hand and design our gloves so that they mimic the hand to provide better dexterity and comfort by adding web and motion zones, using different cuts and the best materials to tailor the gloves to the hand and the purpose for which they are being used. Last but certainly not least, we are constantly innovating and consistently looking to add value to the experience the glove provides to our customers.
Foot-Joy is the overall category leader — is the goal to ultimately supplant them at the top of the heap and if so how do you plan on accomplishing that?
In approximate percentage terms — what’s the split in your efforts in green grass shops, brick and mortar retail outlets and online sales?
The trends are going towards online, so this is where we are starting to put more focus, but we also find it important to nurture existing relationships and stay relevant in the traditional channels which have elevated us to where we are now.
Companies routinely tout customer service as being a key item of emphasis. Define the term and the approach you and the company are taking?
H&B Customer Service is the first impression and the “face” of the company. As the face of the company, it is of the upmost importance that the staff is knowledgeable, friendly and efficient. They provide information about products and services, take orders, respond to customer questions/complaints, and process returns. Our approach is to offer first-rate product knowledge and continued education regarding the features and benefits of all products as they change and improve. Also key to customer service is a good attitude, problem solving skills and ability to communicate the information to our customer. This information and processes are recorded in a Customer Service Manual that is maintained by the Lead Customer Service Representative.
If you could change one thing in golf unilaterally — what would it be and why?
For more women to play the game. The male to female ratio in golf is very unilateral and I believe that if there were more women in the sport, it would make it a lot more fun and exciting. Additionally, the increasing number of younger players is very promising for the sport, as a whole, and I hope to see this trend continue.
Best advice you ever received — what was it and who from?
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