Still, a few scientific principles persist, to be ignored only at one's peril. Neither the Timothy nor the Pride funds have been barn burners in terms of returns, perhaps because they've been too weighed down with moral gravitas. But caution for return-minded investors is in order. And your business. Baby Boomers are starting to die, so the demographics are with you.
Sports is about winning.
Investing is about winning. SportsFund, which debuted in the fall of 1996, had such a hard time attracting investors it didn't survive its first year, but the idea lingers. And other mutual funds are certain to follow suit. John Q. Public is buying it. My guess is this won't be the last you'll see of the consumer-oriented marketing of mutual funds.