Bob Riegelman took his wife out for dinner three years ago and capped the night with a visit to Roy Wilkins Auditorium. To watch roller derby.

Though 5,000 rabid fans packed the place to cheer on their favorite skaters - Harmony Killerbruise, Citizen Pain and Hanna Belle Lector, to name a few - Cherie Riegelman was less than impressed.

"This is the sport I'm involved in," Riegelman, the president of Riedell Inc., tried to explain.

It's a sport that no longer needs an introduction.

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Drew Barrymore made the niche sport accessible to the public in "Whip It," her directorial debut that hit theaters last month. It was filmed almost entirely in Detroit, but has strong ties to the Red Wing area. When Barrymore began looking for equipment, the seasoned skaters she enlisted as cast members recommended Riedell Inc. in Red Wing.

The double stripe skate - Riedell's trademark - soon became everpresent in the movie and its promotional events.

"We are the No. 1 brand in quad rollerskating," vice president Scott Riegelman said. "Ninety percent of all roller skates are from Riedell. It was logical that they'd call us."

The popularity of roller derby peaked in the 1970s, but the sport nearly vanished over the next 30 years. The resurgence began roughly five years ago. Riedell was quick to adjust its product - which focuses mostly on making figure skates - to meet the demand.

"It's just a hot thing right now for women's sports," said Scott Riegelman, one of four brothers leading the company.

There are roughly 300 roller derby leagues across the nation, with four to six teams in each league. Each team is generally comprised of 20 players.

With a base market of 30,000 female players, the need for derby skates has continued to grow. Riedell officials estimate they have made - and sold - about 20,000 pairs of derby skates in the last year. They retail for between $99 and $599 apiece.

How might the role in Barrymore's movie affect the company's bottom line?

It's too early to tell, according to Scott Riegelman.

"We have seen definite growth in our quad derby numbers, but I wouldn't attach any numbers to it," he said. "It's still new and exciting."

The Riegelmans are hoping the movie inspires the younger crowd to join the non-contact junior derby circuit. It would open up a new marketing demographic, since typical skaters range in age from 18 to nearly 60.

More than 4,000 players and fans attended RollerCon, an event co-sponsored by Riedell, in Las Vegas last summer. The entire cast of "Whip It" also made an appearance.

The Women's Flat Track Derby Association is holding its national championships next week in Philadelphia. The top two teams from four regions - including one in St. Paul - will compete for the title.

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Information from: Post-Bulletin, http://www.postbulletin.com