"DIALED IN" with BOA, LIVE

“We wanted to change the company from a closure system to a high-performance fit system to change the way athletes perform – and prove it scientifically.” Shawn Neville, CEO, BOA Most guests on ProCO360 cut me some slack.  Not Shawn Neville of BOA, and not even in front of a live audience at BOA’s world headquarters.  From the start Shawn showed how determined he is that the world recognize that BOA technology is NOT to replace shoelaces, or even to be a better closure system.  It’s a “PERFORMANCE FIT SYSTEM,” period.  If you really want to be intrigued, listen to why BOA is choosing to not maximize profits. Several in attendance at this LIVE event were discussing BOA’s strategy around this afterwards – add your comments about this!