Cover Story: Full Speed Ahead

Online Spending Up
To that end, the company has increased its spend on search, both natural and paid. It's also in the midst of reworking its affiliate program, paring down its number to the 25-30 top producers from the hundreds it currently has.

"It may be a slow shift, but I think it's one that people will be more comfortable with once they can see the benefit of the website," says Tim Barcz, e-commerce manager at J&P. "We can offer infinitely more SKUs on the website — multiple pictures per SKU, as well as additional information — than we can in our catalogs. If you're looking at a particular helmet, maybe there's a sizing chart specific to the product from the manufacturer that we want to show you. We can do that."