Question · Q3 2026
Emily Ghosh asked for a characterization of the health of the Academy customer and how the level of trade-in from upper-income customers in Q3 compared to what was observed in Q2.
Answer
CEO Steve Lawrence acknowledged the 'K-shaped economy,' noting continued high single-digit growth in traffic from high-income households ($100,000+ annually), though this was slightly lower than the double-digit growth seen in Q1 and Q2, as the company began to lap strong growth from the previous year. He stated that middle-income consumers ($50,000-$100,000) remained steady, while lower-income consumers (under $50,000) continued to pull back, experiencing mid-single-digit declines, albeit at a slower pace than in the first half of the year. Steve emphasized that Academy is adding more high-income customers faster than it is shedding lower-income customers. CFO Carl Ford added that the company has significantly de-risked its consumer portfolio over the past year, with the average customer now being significantly healthier due to the trade-in from higher-income quintiles.
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