For Arctic manager Ivan Barbosa, Track & Field (TFCO4) stands out in the retail sector and justifies its presence at the Fund portfolio, despite its cautious view on the segment. He explained that the company has characteristics that make it an exception, especially due to the quality of the products and the well -planned franchise structure.
Ivan Barbosa participated in the last episode of the program Stock Pickerswith presenters Lucas Collazo and Henrique Esteter, and revealed that Arctica has entered the position a few months ago, but this is the first time that publicly shares this strategy.
Barbosa stressed that the brand was founded by three athletes from business families, who created a high quality product, initially for their own use and their circle. He himself admitted that he only acquired brand clothes after deepening his studies on the company and was surprised by the durability and comfort of the pieces.
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The manager pointed out that Track & Field has a faithful clientele and willing to pay a little more for products that last for years. This translates into a significant brand force, driven by executives who really use and test products. According to him, this differential is essential to maintaining high quality standards and avoiding common retail problems.
Franchise Network Management
Another aspect that draws attention at Track & Field is the management of your franchise network. Barbosa considers that the company is one of the most skilled franchisors on the market, being able to balance incentives between the matrix and the franchisees. He pointed out that many franchisors face challenges with evasion of royalties and quality standards, but Track & Field has structured its model to ensure interest alignment.
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One of the differentials is the integration between e-commerce and physical stores. Instead of generating conflicts with franchisees, the company attributes sales online to the nearest units, turning them into mini distribution centers. This improves customer service and ensures that franchisees also benefit from digital sales. Barbosa mentioned that he tested this system and was impressed with the efficiency: a request made online He was delivered to his home in a few hours, and he had the option of changing products directly to the store.
Compensation model
Another strong point of Track & Field is the franchisee’s remuneration model. Instead of charging fixed royalties, the company adopts a system of Take Rate About sales, ensuring that the matrix only lucre when franchisees are also successful. The franchisee decides his inventory and bears the financial cost, but the matrix earns only when the product is sold. This aligns incentives and creates an efficient and sustainable business model.
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Track & Field also invests strongly in the organization of sporting events, a differential that strengthens its brand and loyal customers. The company promotes street races and other activities in partnership with franchisees, expanding its presence among the sportsman. Barbosa believes that this strategy contributes to consolidating the brand as a reference in the sector.
Arctic manager also pointed out that increased sports is a global trend, driven by health and longevity concerns. Data indicate that Brazilians still practice less sports than the global average, which suggests growth potential for the sector. He stressed that the change in the work profile, with more professionals in offices and less in physical activity, also drives the search for exercises, which can benefit companies like Track & Field in the long run.
