Cover_Sport Insight cover 6 QX 1 01/06/2012 14:35 Page 1 SportsSERVING THE SPORTS TRADE IN THE UK AND ROI www.sports-insight.co.uk £3.50 JUNE 2012 Insight THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS
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IN THIS ISSUE CONTENTS 06.12 E-CATALOGUES ABC Certification SportsInsight To view, download or print the latest trade working with e-catalogues visit www.sports-insight.co.uk. Sports Insight has a current ABC certified Easy to use, viewable on any device and saving circulation of 5,496 (audit period July 1, 2010 - the environment. June 30, 2011). The Audit Bureau of Circulations (ABC) is an independent audit ONLINE COMPETITIONS watchdog that verifies magazines’ circulation figures, providing Go to www.sports-insight.co.uk and check accurate and comparable data for advertisers. out the online competitions for your chance to win. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to conform to WEEKLY E-NEWSLETTER industry standards. Are you missing out on the latest industry news? Then subscribe to the only FREE weekly e-newsletter for the sports trade and keep your finger on the pulse.
To subscribe simply go to COVER STORIES WWW.SPORTS-INSIGHT.CO.UK 30 COMPETING WITH TWITTER THE BIG BOYS Follow us @SportsInsightUK to keep up to How specialist sports outlets are holding their own date with breaking news and special Sports Insight offers. 44 CROWD FUNDING Getting online access to private investors IN SEASON BEHAVIOURAL PRICING 62 48 RUNNING Entering a new era in the social media age 52 SWIMMING 56 NETBALL REGULARS 10 NEWS FEATURES Latest headlines, key dates and events 8 CAPITAL GAINS There’s a lot at stake for both athletes and sports 16 KIT STOP brands, as retailers look forward to an Olympic sales Essential stock for your shop boost, says The NPD Group 22 FOCUS ON 36 BALANCING ACT 5-Hour ENERGY TM Toby Southgate, The Brand Union’s UK and Ireland CEO, examines the complexities of 25 FSPA FOCUS effective sports sponsorship The latest news from the Federation of Sports and Play Associations 40 MY SPORTING LIFE David Wallace, UK and Ireland country manager 27 TALKING SHOP for Dobotex International James Clark, general manager and buyer at A Sporting Life 29 MOVERS & SHAKERS Padraic McKeever, managing director of theGAAstore.com 66 UNDER THE COUNTER A sideways look at the world of independent retailing
Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media Limited. The views expressed in this Email: [email protected] Publisher: Matthew Tudor magazine are not necessarily those of the publisher. Every effort is made to ensure the veracity and integrity of the companies, Assistant Editors: Catherine Eade and Louise Ramsay Art Director: Jim Philp persons, products and services mentioned in this publication and Advertising Manager: Keith Marshall Tel: 01206 508601 details given are believed to be accurate at the time of going to Tel: 01206 505947 Email: [email protected] press. However, no responsibility or liability whatsoever can be accepted for any consequence or repercussion of responding to any Email: [email protected] Designer: Chris Ashworth information or advice given or inferred. No part of this publication Fax: 01206 500243. Advertisement Art Director: Clare Brasier may be copied, broadcast, interpreted, or stored, in any form, for Advertising Sales Reproduction: Ace Pre-Press. Tel: 01206 797541 any purpose, without the written permission of the publisher. 21-23 Phoenix Court, Hawkins Rd, Accounts: Philip Bale. Tel: 01206 505907 ABC certified circulation: 5,496 Colchester, Essex CO2 8JY Published by Maze Media Limited, 21-23 Phoenix Court, (audit period July 1, 2010 to June 30, 2011) Group Advertising Manager: Sam Reubin Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues)
06 Follow us @SportsInsightUK Harrows ad_Layout 1 30/05/2012 14:39 Page 1 NPD_SI Template 01/06/2012 14:57 Page 1 London 2012
CAPITAL GAINS There’s a lot at stake for both athletes and sports brands as retailers look forward to an Olympic sales boost, says The NPD Group
As we fast approach London 2012, both four years ago? mind among Chinese consumers and become organisers and athletes alike are making Between July 27 and August 12 the one of the key players in the sports industry in their final preparations for what’s being Games are forecast to attract four billion TV that country. Expectations are different this billed as ‘The greatest show on earth’. viewers from across the globe, which time, as adidas wants to use London 2012 as Will Usain Bolt, resplendent in his represents a unique opportunity for Olympic a lever to overtake Nike and become market golden Puma spikes, smash his own 100m partners such as adidas to benefit from leader in the sports sector by 2015. and 200m records? Will Team GB be able to unprecedented brand exposure. Hosting this This represents a major challenge, as perform better on home soil than in Beijing global sporting event will also generate local Nike has been a long established leader in benefits in the sports industry and could the sports market in the UK, especially in the change the shape of the market in the UK. capital, where sports footwear and apparel sales account for around one sixth of total ADIDAS VS NIKE GB sales, according to NPD’s Online adidas holds exclusive rights for both official Consumer Panel data. licensed products and, for the first time, non- branded products as well. It will sell products RETAIL SECTOR featuring the London 2012 logo, its own brand London expects to welcome an additional and products featuring the London 2012 300,000 overseas and 500,000 domestic brand only. London 2012 branded apparel will visitors during August, a large proportion of open up non-traditional channels such as whom plan to go to major shopping supermarkets, tourist shops and airport shops. locations such as Oxford Street in central adidas’ main goal during the Beijing London or Westfield Stratford City next to Olympics was to position the brand front of the Olympic Park.
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LONDON 2012
ADIDAS WANTS TO USE LONDON 2012 AS A LEVER TO OVERTAKE NIKE AND BECOME MARKET LEADER IN “THE SPORTS SECTOR BY 2015
” London 2012 London
The spending boost generated by London 2012 is expected to reach £1 billion. In addition, as Olympic excitement builds retailers believe the event could generate a feelgood factor among UK consumers, London 2012 which could boost spending further. BUSY YEAR The sports market in the UK had a good year in 2011, as sales of footwear and apparel grew by four per cent, according to NPD’s Online Consumer Panel. 2012 will be a significant year, with strong sales expected as a result of London 2012 and, if the England football team perform well, the Euro 2012 tournament in Poland and Ukraine.
The NPD Group monitors the sales of sports footwear and apparel in many countries around the world. For more information contact The NPD Group
sports team on 01932 355580. London 2012 London
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ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675 Dates PENTLAND BRANDS RATED ONE OF THE UK’S BEST WORKPLACES STAG ALL IRELAND Pentland Brands has been recognised as one of the UK’s Best Workplaces 2012 (Category: BUYING SHOW 2012 Large) by Great Place to Work, the global research and management consultancy that creates OCTOBER 21-22 the annual Best Workplaces list. Tullamore Court Hotel The international brand management group, which owns a number of sports, outdoor and Tullamore, Co Offaly fashion brands including Speedo, Ellesse, Berghaus, Mitre and Red or Dead, is the only fashion and outdoor business to make this year’s list and, at number 16, is ranked higher than any other sports brand (Nike UK was placed 20th). STAG BUYING “One of our ambitions, as a UK-owned family business, is to be a leading employer,” says Andy Rubin, chief executive of Pentland Brands. “We’ve created a workplace that gives people the SHOW 2012 opportunity to shine within a culture which encourages collaboration, creativity and development. NOVEMBER 18-19 A culture founded upon our belief in always learning, passion, courage and creativity. Four Pillars Hotel “A top 20 position is a great achievement and it’s something we’ll be celebrating Cotswold Water Park with all our teams.” Tom O’Byrne, chief executive of the Great Place to Work Institute UK, adds: “Pentland Brands has made a strong showing for its first year participating in the programme. It does a great job of ISPO MUNICH putting its employees first and I’ve been particularly impressed with the way the company culture FEBRUARY 3-6, 2013 and lifestyle shows through, generating real internal pride and enthusiasm for its brands and business. New Munich Trade Fair “The family company treats its staff to the very best in popular wellness facilities and perks, which are an excellent fit for the organisation’s culture. Employees cite them as contributing to an enthusiastic, fun and inclusive environment, as well as encouraging a healthy work/life ISPO BEIJING balance. Perhaps more importantly, staff genuinely appreciate the business’ family approach FEBRUARY 27-MARCH 2 and trust their senior leadership. China National Convention Center “Pentland’s well-tailored, active culture drives their enviable position as a growing, outstanding employer brand in the industry.” RUGBY STAR GOES DIGITAL WITH NEW SPORTS INJURY STORE
Irish International rugby player Roger Wilson has teamed up with a specialist sports injury retailer to offer physios and sports enthusiasts an online one-stop shop for sports injury and rehabilitation gear. Wilson, currently a number eight forward with Northampton Saints, says: “I have been lucky enough to play professional sport for over 10 years now and have had a few knocks. “I’ve learned a thing or two about rehabilitation and the great work physios do piecing us professionals back together, so I thought it would be a great idea to offer them a one-stop shop where they can purchase all the equipment they need with just a few clicks and also to provide the growing number of sports enthusiasts with a convenient online resource for specialist gear.” Allan Withers, managing director of First Response Supplies, who is collaborating with Wilson, adds: “More and more people are turning to sports such as running and we hope to provide these people with a convenient, affordable online shopping destination for products that they might need from time to time. “Roger’s knowledge of sports injuries and rehabilitation, coupled with my emergency care experience, means we are well placed to source high quality products. They have been hand-picked to ensure they are the best available and we will continue to grow the range to respond to the needs of our customers.”
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“Can’t wait for John Terry to lift the Ashes next year.” Tweet from Michael Vaughan after the Chelsea captain lifted the European Cup in full kit, despite playing no part in the final
STAG ANNOUNCES Sports … Independent Retailer Month UK kicks off in July. Highlighting the shorts important role smaller, local, independent retailers play in the communities they serve, the local economy they contribute POSITIVE to and the retail sector as a whole, you can find out more at www.independentretailermonth.co.uk…Nike was the only sports brand to appear in Millward Brown’s BrandZ top 100 ranking for 2012. The company was placed 44th with a Q1 FIGURES brand value of $16.2 billion - a 17 per cent increase on 2011. The top five companies were Apple, IBM, Google, McDonald’s and Microsoft…Nova International, the mass The STAG Buying Group has enjoyed a good start to 2012, participation sports events company and organiser of the reporting above budget results for the period February-April. Bupa Great North Run, has extended its contract with BBC Joint managing director Ricky Chandler says: “We are Sport for the broadcaster to cover the key events in the delighted with our first quarter results, as we are a direct Bupa Great Run series until 2018. The five-year extension reflection of what our members are achieving at present. to the current contract includes live broadcasting rights to There seems to be an air of optimism from our members and the Bupa Great North Run, the Bupa Great Manchester Run the level of daily orders are extremely good from our and the Bupa Great Edinburgh Cross-Country. The contract specialist businesses. Suppliers are reporting an increase in also includes live coverage of the Great CityGames street their forward order books for this year, so we are looking athletics competitions staged in Newcastle and forward to a very positive 2012.” Manchester…the STAG Buying Group has renewed its Helly Hansen, Polar and Optimum, which all joined STAG relationship with outdoor brand Merrell by introducing its in the last six months, are reporting good sales and Barefoot range to members. Merrell says the collection has distribution increases. become an increasingly popular choice for both barefoot “Our members have been very pleased that these runners and general sports enthusiasts, as well as being specialist brands have joined STAG and offer preferential widely worn as day to day casual shoes…Tanni Grey- terms on functional and innovative product ranges that are Thompson, Britain’s greatest Paralympian, has teamed up key to independent specialist retailers,” says Chandler. “We with Sport England to launch an £8 million fund to get more are very much looking forward to our continued growth with disabled people playing sport. The fund - called Inclusive the brands during 2012 and beyond after such a positive start Sport - will help tackle the opportunity gap that means just to our relationship.” one in six disabled adults plays sport regularly, compared Stand space is going fast for the STAG Buying Shows that to one in three non-disabled adults. Currently 17.6 per cent are taking place this year. Key suppliers such as Asics, of disabled people play sport at least once a week, up from Canterbury, Reydon, Puma, Hi-Tec and Mizuno have all either 15.1 per cent in 2005/6 when the Olympic bid was won. rebooked the same exhibition space or an increased size There are a number of challenges facing disabled people compared to 2011, proving the shows continue to deliver wanting to take part in sport, including a lack of specialist exceptional value for money. equipment, transport issues and poor information about the New supplier Optimum will be exhibiting for the first time opportunities available…London 2012 has resulted in an and will be adding to the growing list of special offers that increase in new members for London social sports club Go retailers can take advantage of during the two-day events. Mammoth. The club, which runs leagues at over 20 venues Retailer bookings have already topped 130 for STAG’s UK across the capital, has already formed 10 new leagues this show. Show dates are: Republic of Ireland - October 21-22; UK year to cope with a 165 per cent increase in new members - November 18-19. compared to the same period last year. At least another 20 more leagues are expected to be formed before the end of the year…The first 12 Portas Pilot Towns have been selected, with each sharing £1.2 million plus a tailored LI-NING LAUNCHES package of support. The towns are: Bedford, Croydon, Dartford, Great Bedminster, Nelson, Stockton on Tees, BADMINTON WEBSITE FOR UK Stockport, Wolverhampton, Margate, Market Rasen, Newbiggin by the Sea and Liskeard…More than 80,000 Li-Ning has unveiled a new UK badminton website at www.li-ning-badminton.com. young people have been inspired to do sport in their own The company’s badminton products include high quality racquets, shuttles, time in the first nine months of Sport England’s grips, shoes, clothes, bags, strings and a wide range of other accessories, Sportivate Olympic and Paralympic legacy initiative. equipment and supplies. Figures show that almost 50,000 14 to 25-year-olds have got Li-Ning sponsors a number of high profile badminton players and teams involved in sport in the past three months alone as the around the world, including the Chinese national badminton team and excitement around London 2012 takes hold. All of the Olympic gold medallist Lin Dan. teenagers and young adults have received six to eight Shaun Crampton of Li-Ning UK says: “Li-Ning Badminton UK is part of weeks of coaching in a sport of their choice, missing no Reydon Sports plc. We are the exclusive United Kingdom and Ireland more than one session. National Lottery-funded Sportivate distributor of Li-Ning badminton products. aims to give young people who currently aren’t playing “The company is committed to growing the Li-Ning brand and the sport sport in their own time the chance to find a sport they of badminton in the United Kingdom and we hope that the launch of our new enjoy. The young people are then helped to find a club or website is the first step to achieving these goals.” venue where they can keep taking part…
www.sports-insight.co.uk 11 News_News 1QX (lewis) 01/06/2012 14:51 Page 3
ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675 INOV-8 ATTRACTS PRIVATE EQUITY INVESTMENT
Performance sportswear brand inov-8 has received a significant cash injection from ISIS Equity Partners. Selling to customers in 58 countries across the globe, the brand’s major markets include the US, UK and Europe. The investment by ISIS, a private equity investor, will support the business with continued expansion into new markets and further develop its track record of ground breaking new product development. In addition, Mark Advani and Adam Holloway from ISIS will join the inov-8 board. Both Advani and Holloway, a 2010 English fell running team gold medal winner, previously held board seats at cycling e-tailer Wiggle, which was sold in December 2011 in a deal worth £180 million. Says inov-8 founder Wayne Edy: “The management team and I are delighted to welcome our ISIS partners to the board. Their expertise in working with dynamic, rapidly growing young businesses will be invaluable to the management team as we scale up our operations to meet growing international consumer demand. “Finding an investment partner that understands the opportunities and potential created by new technology and innovative thinking in all areas of the business was crucial to accelerating our growth plans.” SONDICO MAKES RETURN AS NEW LICENSEE CONFIRMED Iconic football brand Sondico has announced its return to the specialist goalkeeping market following the naming of Manchester- based DBX Sports as the brand’s new licensee for the UK and Europe. The relaunch of Sondico, whose gloves have been worn by the likes of Peter Shilton, Ray Clemence and Brad Friedel, will see DBX Sports incorporate cutting edge latex technologies in the new product range. A team made up of latex scientists, glove experts and professional goalkeepers have combined to painstakingly hone the new designs. David Baxter, product and marketing director for DBX Sports, says: “This is an extremely exciting period for Sondico and DBX Sports. Sondico has unrivalled pedigree when it comes to goalkeeping product and we firmly believe we can build on that to re-establish the brand as one that strives to be at the forefront of new technology. “With the innovation we’ve added to the latest product range, we’re confident that we’ve done just that.”
Sponsorship …Crewroom has crowned its best ever year by winning the contract to News supply The Royal Parks Foundation ‘Ultra’. The high performance technical sports outfitter has been named the Official Shirt Supplier to the new race, which will make its debut in October 2012. Around 700 runners are expected to take part in the inaugural event, to be run over 50kms and across a course that will offer runners the chance to enjoy some of London’s most spectacular landmarks, including Buckingham Palace, the Houses of Parliament and five of the eight Royal Parks…Lonsdale is to sponsor Maloney Promotions’ fight nights on Sky Sports. Maloney Promotions’ stable of talent includes British and Commonwealth heavyweight champion David Price.
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“We’re embarrassed and disappointed.” Manchester GreatCity Games organiser David Hart apologises after only nine hurdles were used in the 100m race, denying Team GB heptathlete Jessica Ennis a personal best WOMEN DESERT GYM FOR GREAT OUTDOORS An al fresco workout can be delightful, according to new research that reveals there’s been a 52 per cent increase in women exercising outdoors since 2007. 48 per cent of women are exercising outside three times a week, while 60 per cent cite expensive fees as the reason they’re not going to the gym. However, the study, conducted by sports bra brand Shock Absorber, reveals the benefits of the great outdoors are more than financial - 34 per cent of women felt they achieved a better workout because they were inspired by the surroundings and 50 per cent love the fresh air. According to Dr Jo Barton, leading researcher in green exercise at the University of Essex, 88 per cent of people experience an improvement in mood after exercising outdoors, compared to 45 per cent of people whose mood worsened after exercising indoors. The study showed running (48 per cent) and cycling (26 per cent) were the most popular outdoor activities, but newer fitness trends such as buggy fit and British military fitness are helping to drive the uptake of green exercise, with eight per cent taking part in each. Shock Absorber has launched its ‘#Get Out There’ campaign to promote the benefits of exercising outdoors and encourage women to share their inspirational places to train on a special Facebook page. Shock Absorber’s Kirsty Kothakota says: “Many women have their favourite exercise location, which gives their workout that extra boost. The aim of our #Get Out There campaign is to provide a nationwide picture of inspirational and accessible green exercise places.”
Competing boxers will have the opportunity to wear Lonsdale’s latest range of contest gloves and apparel. The series will also be supported with ring promotions, social media and online link- ups…sponsorship of Manchester City FC will move from Umbro to Nike from the start of the 2013/14 season. Umbro’s sponsorship of the club, which started in June 2009, will continue to the end of the 2012/13 season, after which all kit, training wear and related products will be designed, manufactured and distributed by Nike until 2019…Precision Goalkeeping has added Watford’s Scott Loach to its roster of Championship goalkeepers. Loach, who has made over 150 appearances for Watford and represented England Under 21s, will wear the brand new Precision Goalkeeping contact foam gloves with roll finger…
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ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675
YOUTH SPORT M-COMMERCE DIRECT OPENS ITS DOORS TO SUPPORT QUADRUPLES BUSINESSES WITH IN TWO YEARS Sixty-four per cent of smartphone owners are using their mobile COMMERCIAL GAIN devices to shop online, a figure that has quadrupled since June 2010, according to the latest survey from eDigitalResearch and IN THE RUN UP TO ecommerce consultant Portaltech Reply. The study also found that 84 per cent of smartphone owners LONDON 2012 have used their devices to browse websites - 33 per cent doing so on a daily basis - while 77 per cent are using their smartphones to research products. “These results confirm that m-commerce has fundamentally revolutionised the way in which we shop and browse,” says Charitable trading company Youth Sport Direct is proactively working Derek Eccleston, head of research at eDigitalResearch. “The with businesses to support their position and growth across the youth growth of mobile is completely unprecedented and the rate of sport and education sector. change that we’ve tracked over the past two years is alarming. Experts in the production and development of industry leading “Back in June 2010 we predicted that smartphones were sport and educational resources and products, Youth Sport Direct likely to play an increasingly significant part in consumers’ busy works closely with specialists from the industry as well as Youth Sport lifestyles, and while in 2011 we found that great strides had been Trust to ensure any development is synonymous and complementary made towards this, this latest set of results demonstrate that this to the needs of PE, sport and education, leading to successful sales trend is now irreversible. It is therefore essential that all retailers penetration and therefore growth. and brands make their mobile channels as accessible as possible Youth Sport Direct is an experienced and talented team who work to maximise the potential that m-commerce has to offer.” with businesses to create opportunities to heighten the profile of The results also show that the growth in mobile shopping existing products, develop innovative and exciting new products, as well shows no signs of slowing down, with 44 per cent of smartphone as provide developmental expertise to help their organisation be best owners surveyed saying they would use their devices to browse positioned across targeted sectors. more in the future and 31 per cent claiming they would then go Jo Simpson, managing director of Youth Sport Direct, said: “Youth on to make a purchase. Sport Direct are leaders in developing and identifying opportunities to Shopping through an online mobile site has remained more further enhance the PE and sport experience. By working popular than shopping on a mobile app, although it has to be collaboratively with select organisations who share our passion for taken into consideration that transactional retail apps are still a sport and physical activity, we develop, inspire and produce innovative key future development for some retailers. products and/or resources that help make the experience better for the Results also found that security, clear navigational links and young people we focus on.” quick browsing remain key features for mobile shoppers, who As a charitable organisation, all Youth Sport Direct profits are rated functionality and usability higher than branding and design. reinvested into youth sport programmes. The leading ecommerce site that is owned and managed by Youth Sport Direct is seen as an attractive and effective route to market for a variety of businesses wanting to interact and sell products and services directly into the heart of the youth markets. Transfer …Aqua Sphere has appointed three Youth Sport Direct offers a cost effective solution with proven, long new sales agents. Joining the brand are term financial gain. Market Rob Lowe (NW and Midlands), who has significant retail experience as For more information visit www.youthsportdirect.org. manager and buyer for Kick Off Sport in Matlock; Raymond Harris (Scotland), who has 24 years’ sports trade experience, including responsibility for a stable of key brands; and Martin Branfoot (East Anglia and North London), who brings 28 years’ sports sales experience to the team, including five years of management responsibility with Zoot Sports…Reydon Sports has made two internal appointments to the company’s board of directors. David Sanderson and David James have been appointed as brands and marketing director and sales director respectively…INTERSPORT UK has appointed Sophie Orr as a visual merchandiser. Orr has valuable retail experience in the fashion sector, having worked for Zara and Ted Baker. Her role is to provide INTERSPORT members with visual merchandising presentation assistance at store level and coordinate the activation of brand campaigns across the group…
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“If we win a game, we’ll be favourites. If we lose a game, we’ll be a waste of space.” Phil Jagielka gives his opinion on how England will be treated during Euro 2012 CONSUMERS WILLING INTERSPORT TO PAY MORE FOR TOP EXCLUSIVE TENNIS CAMPAIGNS 2012
CUSTOMER SERVICE INTERSPORT started 2012 with a great tennis campaign from Wilson Eighty-one per cent of UK consumers believe that small with an exclusive on the Steam 100 independently or locally owned businesses provide the best racket, promoted in-store with a customer service - and they’re willing to pay more for the consumer promotion. experience. This leads us into the tennis Sixty-six per cent of respondents to the American season with two further exclusive Express Global Customer Service Barometer said they would campaigns. be willing to spend up to 20 per cent more for products and The INTERSPORT exclusive services provided by a company that offers first class brand TECNOPRO launched a new customer service. range of rackets and luggage offering “When customers know that a company is listening to fantastic products at exceptional them and addressing their needs quickly and responsively prices. One of the real standouts they will not only spend more they will spread the word to from the collection was the new others as well,” says Simon Chrisp, head of customer service ‘Bash’ junior range of rackets. at American Express. The range is available in five “Great customer service is great business and a vibrant colours - green, blue, red, competitive advantage when done right. In the UK, more yellow and pink - and in four sizes than one in five people have said they would refuse to do with a great graphic. business with a company that provides poor service. Only This will be supported in-store with specific POS material. consumers in Australia and Japan are seen to be more Then in June with the lead up to Wimbledon INTERSPORT has discerning.” three exclusive products from Babolat, with the Pulsion Team and NS Drive rackets and Drive 2 shoe being promoted with dedicated POS materials and an in-store consumer promotion. ASICS GROWS One lucky customer will win a signed Rafa Nadal ball. EUROPEAN BUSINESS
ASICS Europe has continued its growth across the continent by delivering a net sales increase of 15.3 per cent for last year. Not surprisingly, its running category was a strong performer, with footwear sales growing 22 per cent and performance apparel 26 per cent. ASICS also reported double digit growth in tennis footwear, a triple digit increase in tennis apparel and a double digit rise in indoor footwear. All regions across Europe contributed to the revenue growth, while income from ASICS’ own retail outlets increased by more than 50 per cent. “In a challenging 2011, ASICS has performed well and delivered an outstanding 15 per cent rise in revenues,” says Alistair Cameron, CEO of ASICS Europe. “We saw growth in all true performance categories, with the launch of our natural running series - ASICS 33 - and accelerated growth in trail running playing an important role. “Our heavy investment in apparel is also paying off, where we moved up to the number four performance running clothing brand. With the establishment of a separate business unit for lifestyle under the Onitsuka Tiger label, this segment is forecast to contribute to our growth next year. “The consumer demand is driving high sell through for retailers and the ‘Made of Sport’ brand campaign, which is being advertised in all major markets, is contributing to this. The brand continues to be in great shape for 2012.”
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PRODUCT ROUND-UP KIT STOP Essential stock for your shop
OPTIMUM BOKKA RANGE Optimum’s BOKKA tops, headguards and rugby boots have proved to be one of the company’s best-selling product ranges ever. The fabulously varied and excitingly coloured Optimum logo has proved to be the choice for the player who refuses to blend into the background and who instead wears their BOKKA boots, tops and headguards with passion, enthusiasm and pride.
BOKKA TRIBAL TOP Sizes: MINI/SB/LB /S/M/L/XL/XXL. RRP: Jnr £29.99. Snr £34.99.
BOKKA EXTREME HEADGUARD Sizes: SB/LB/S/M/L. RRP: Jnr £29.99. Snr £34.99.
BOKKA ECLIPSE RUGBY BOOT Sizes: 1-13. RRP: Jnr £24.99. Snr £34.99.
For More details call Optimum on 01942 497707 or see your local area representative.
BRABO NEW FORWARD ORDER SALES RECORD Brabo, regarded by many as the fastest growing hockey brand in Europe, has received orders for this coming season that are 20 per cent higher than previous years. The brand seems to be speaking for itself - a combination of quality product combined with designs that catch the eye of players is a formula that is breaking the trends of the trade. “We don’t want to grow too quickly,” says Sean Cayless, who manages Brabo in the UK. “There are several brands who have grown too quickly and are suffering the consequences of a rapid fall in sales once they are out of fashion.”
For further information call Sean Cayless on 0116 2627280 or email [email protected].
16 Follow us @SportsInsightUK Kit Stop_Kit Stop 01/06/2012 14:40 Page 2
www.sportindustry.biz UHLSPORT’S EURO 2012 ‘WIR TUN WAS’. WE TAKE ACTION After the huge success of the Uhlsport World Cup ‘Wir tur was’ - ‘We take action’ campaign of 2010, the company has confirmed it will return for Euro 2012. The Ergonomic Supersoft Euro 2012 ‘We Take Action’ is one of three gloves that has been released for this special occasion and will be worn throughout the European championships by all of Uhlsport’s professional goalkeepers. The upper hand is created with 3D embossed latex on a classic normal cut with a distinctive SUPERSOFT latex red palm. RRP: £49.99. The Ergonomic Soft and Ergonomic Starter Soft are the two other gloves in the We take action range. They have an RRP of £24.99 and £14.99 respectively.
For more information call 08448 849861 or email [email protected]. Follow Uhlsport on Twitter @UhlsportUK. Visit the company’s Facebook page at www.facebook.com/Uhlsport.UK.
TRADERS WORK IN time and again by demonstrating a PARTNERSHIP WITH database of many satisfied, high profile SURRIDGE SPORT TO GAIN clients. However, not all customers in the NEW CUSTOMERS IN THE education sector require a made to EDUCATION SECTOR order product and their needs can often be met within Surridge’s extensive Established and trading successfully since 1867, Surridge has long been stocked product range in the UK. recognised for its quality assurance and is therefore proud to boast a long- A key factor in this success is standing relationship and heritage with its customers and manufacturers the company’s partnership with its across the globe. trade customers to secure university, The Surridge made to order service means the company can cater for any college, academy and school sport and organisational requirement, and has proven its expertise in this area accounts. The Surridge ethos remains to work closely with local distributors, where possible, to ensure that mutual benefit is achieved from the acquisition of these major contracts. Linking together, the sports retailer and Surridge are able to offer a first class package to the customer that can create a substantial margin for both parties and offer the end user an unparalleled level of service. A recent example of the success of such a three-way partnership is Winchester Sports and a three-year supplier contract to Winchester University Jonny Brason from Winchester University says: “We wanted a range of garments that had the right mix of quality and affordability. Of all the companies we met with, the Surridge kit was the right mix of the two. The kit has since been well received by all our teams and I look forward to seeing Team Winchester wearing the kit proudly. I would definitely recommend Surridge.”
If your business plan is to target the education sector, contact Karen at Surridge Sport on 01282 418448 to discuss in more detail.
www.sports-insight.co.uk 17 Kit Stop_Kit Stop 01/06/2012 14:41 Page 3
PRODUCT ROUND-UP
TEAM COLOURS Team Colours is a custom sportswear manufacturer whose netball kit range now benefits from specialist sweat prevention technology. The new moisture wicking tri-mesh panels are designed to keep athletes dry during intense exercise and can be neatly embroidered into specific areas to prevent uncomfortable build-ups of sweat, while still allowing for healthy ventilation - perfect for playing outdoors in summer leagues. Team Colours encourages netball teams to customise their kits from the start - you can even design your own uniforms online. Custom clothing can be imprinted with unique logos and text, individualising kits from colour, right up to features such as built-in sweat prevention panels.
For more information on this or any custom sportswear enquiry, call +44 (0)1920 876 240, email [email protected] or visit www.team-colours.co.uk.
18 Follow us @SportsInsightUK Kit Stop_Kit Stop 01/06/2012 14:41 Page 4
www.sportindustry.biz
HARROWS DARTS Harrows Darts is approaching the new season with a wealth of exciting products, which are illustrated in a stunning new catalogue supplement. The radical new line-up is guaranteed to get retailers tills ringing. Leading the way are Fire 90% tungstens, which are set to be the hottest new product on the darts market this year. Diva Dark 85% tungstens are a striking extension to the Diva concept, which was launched to universal acclaim in 2011. In addition, the fantastic new Pro Matchplay knife wire board joins a wealth of other industry leading products.
For more information call 01992 300300, email [email protected] or visit www.harrowsdarts.com.
www.sports-insight.co.uk 19 Kit Stop_Kit Stop 01/06/2012 14:43 Page 5
PRODUCT ROUND-UP
GLOVEGLU Ever since the development of goalkeeping gloves and is suitable for any type of goalkeeping palm. began, manufacturers have strived to find the right Goalkeepers such as Jamie Langfield at Aberdeen, balance between grip and longevity - a latex that grips Boaz Myhill at Birmingham City and the West Ham well doesn’t last as long as latex with poorer gripping and Crystal Palace goalkeeping academies are already qualities. gloveglu has solved the problem. using gloveglu - and the word is spreading fast among After 14 months of product development and the goalkeeping community that gloveglu could be a testing, gloveglu is finally available to the trade. Applied as game changer. a spray, gloveglu enhances the grip and performance of Myhill comments: “gloveglu is ideal for making all goalkeeping gloves in all conditions. Used before or your older gloves last longer. Great in the wet - wasn’t during the game, it is effective in wet or dry conditions expecting it to work so well in the rain.”
Packed in dozens and with an RRP of £9.99, gloveglu is a must stock accessory for any retailer stocking goalkeeping products. For further information email [email protected].
The Zinc Pro scooter range was born and engineered in Great Britain and is designed to take on the skate parks. The company’s scooters are tested to withstand one ton of weight on its deck and handlebars (models released after December 2011).
MAYHEM ● 48cm x 11cm reinforced Features and benefits of this aluminium deck. scooter include: ● Rubberised style bar grips. ● Handlebars with 360-degree ● ABEC 5 chrome bearings. movement. ● 100mm x 24mm high impact, high ● One piece Y-handlebars for extra bounce aluminium core rigidity and control. wheels with PU tyres. ● Chromium-molybdenum steel ● Maximum rider weight: 100kg. steering bar. ● Quick stop brake. ● Reinforced steel fork. ● Grip strip for extra stick during the ● Double stacked collar clamp. ‘sickest’ of tricks.
For more information email [email protected].
20 Follow us @SportsInsightUK Kit Stop_Kit Stop 01/06/2012 14:44 Page 6
www.sportindustry.biz SHOCK DOCTOR It’s highly recommend that the right mouthguard is used in all contact and collision sports in order to All products are available in protect the teeth and oral facial area. Shock Doctor has grown from being the undisputed leader in national sporting goods shops, and mouthguard technology, to being the leading innovator in sports protection around the globe. for online visit www.eninety.com.
BEST OPTION: ULTRA STC BETTER OPTION: GEL MAX SPECIALITY: BRACES ● Absorbs shock using air technology. ● Comfort and protection in a variety of The Braces mouthguard. ● Gel-Fit liner for tight, comfortable fit. colours. ● Insta-Fit adapts to changes in tooth ● Shock Transfer Core stabilises and ● Gel-Fit liner for tight, comfortable fit. position and protects from lacerations. shields teeth. ● Integrated lip guard protects both ● 100 per cent medical grade silicone ● Air Cushion Shock Pads for more upper and lower lips. for ultimate comfort without boiling comfortable jaw compression. ● Exoskeletal shock frame provides or fitting. ● More performance enhancement may impact protection for the teeth, jaw ● Quick release helmet tether increase strength and athletic performance. and brain. (strap model). ● Convertible tether for use with or ● Triple layer design for maximum without strap. protection, fit and comfort. ● Compact size for easier breathing ● Convertible for use with or and speaking. without strap.
MERCIAN PINK AND WHITE ZEBRA 303 “If you always do what you have always done, you will always get what you have always got.” Sports adage. Junior wooden sticks from 24" to 36" with a full painted finish and fibreglass reinforcement. RRP: £16 (24" to 32"). £20 (34"/ 35"/ 36"). Available to be delivered from early July 2012. Call or email the office to place your order.
Tel: +44 (0)1483 75 76 77. Email: [email protected]. Web: www.mercianhockey.com.
“Sometimes you have to just do something different...”
www.sports-insight.co.uk 21 Focus_SI Template 01/06/2012 16:38 Page 1 FOCUSPRODUCT PROFILE ON
5-Hour ENERGY TM
Rob McCormack, director of international business development, talks us through the offering.
HOW IS IT MARKETED? We’ve found that when people try 5-Hour ENERGY TM it works, and they believe in the product. We use a variety of channels to reach customers, including television, sampling and online campaigns, but in the end it’s the product that sells itself. The brand has also sponsored a variety of athletes, including professional cycling teams and professional golfers. We’ve taken a larger stance in social media and worked to localise each market in which 5-Hour ENERGY TM is available. See it all on our website at www.5hourenergy.com. WHY HAS IT SOLD SO WELL? We have always been single-minded in our customer focus, addressing the unmet needs of busy and hardworking adults who need an occasional extra boost during their day. People choose 5-Hour ENERGY TM for many reasons, including its compact size and the fact it doesn’t need to be refrigerated, but also because it contains no sugar or herbal stimulants. Most of all, they choose it because 5-Hour ENERGY TM works. In the United States, 5-Hour ENERGY TM sales increased from seven million bottles per week in 2010 to more than nine million bottles per week in 2011, a demonstrable endorsement of our product’s popularity and effectiveness. CAN YOU GIVE US SOME BACKGROUND WHAT’S THE ON THE BRAND? MOST EFFECTIVE Introduced to the USA in 2004, 5-Hour ENERGY TM is the original 58ml WAY A RETAILER energy shot. Despite hundreds of imitators, it is the number one selling CAN MARKET 5- TM energy shot in the world. Why? Because it works. 5-Hour ENERGY TM HOUR ENERGY ? provides a blend of B vitamins and amino acids to keep you alert - with We have a wide selection of zero sugar, zero herbal stimulants and four calories. point of sale and sports promotional material to WHO IS IT AIMED AT? make the product highly 5-Hour ENERGY TM is marketed to busy, hardworking adults who need visible at retail. We’ve an extra boost. We designed our product to address the needs of a found that the best place to wide spectrum of people, including athletes, busy mums, first display our product is at responders working long shifts, truck drivers, office workers and the counter by the anyone else that needs to stay alert and focused or who needs help register, not in the chiller. getting through a tough day. For more information call KEY FEATURES AND BENEFITS? UK distributor 5-Hour ENERGY TM is not an energy drink, but rather a small, portable Links Sports Retail 58ml energy shot. It provides the bright, alert feeling you need to get Partnerships on through your day. It’s quick, simple and effective. Retailers stock 5- 01428 713726, email Hour ENERGY TM as a result of being small, but it packs a big punch [email protected] with incremental impulse sales. or visit www.5hourenergy.com.
22 Follow us @SportsInsightUK XPRES CUT ® THE PERSONALISED SPORTSWEAR SOLUTION
The increasing demand for low volume runs of personalised sportswear make the Xpres Cut transfer system a must for all suppliers of sports apparel.
Produce single and multi colour transfers for Football Shirts, T-Shirts, Bags, Polo Shirts, Caps, Jackets, Tracksuits, Promotional Wear and more
No screen or set up costs
Superb profit potential
www.xpres.co.uk Tel: 01332 85 50 85 THE FABRIC OF SPORT. Sensport offer Stock and custom teamwear solutions in a range of highly advanced technical fabrics providing outstanding value for money. Professional quality products at affordable price points. For football, rugby, cricket, hockey, netball, basketball, leisure and training wear with a service that is second to none.
To view our season ‘11-‘12 Stock Teamwear and Custom Teamwear Brochures go to www.sensport.co.uk THE FABRIC OF SPORT To present your customers with a full Caldoni House I 3 Crondal Road colour presentation teamwear of their Bayton Road Industrial Estate I Coventry I CV7 9NH total requirements go to kitselector.com Tel: 02476 644666 I Fax: 02476 367971 For details of our Custom Teamwear go to myteamkit.net Website: www.sensport.co.uk For further details call 02476 644 666 Email: [email protected]
FSPA_SI Template 01/06/2012 14:38 Page 2
FSPA MEMBER NEWS FSPAfocus The latest news from the Federation of Sports and Play Associations
received by our employees who have expressed their hope that this can become an annual event.” The results identify the sedentary working life the majority of us have and highlight the need to keep on the move while at work. Based on the success of this challenge, the FSPA will look at holding future challenges going forward. TWO NEW MEMBERS FOR SAFEA The Federation of Sports and Play Associations says it’s delighted with the success of its ‘Step To It’ challenge, which The FSPA’s Sports and Fitness SAFEA’s parent organisation, saw more than 41.6 million steps walked by 388 employees from Equipment Association the FSPA, in February. 30 member companies over the six-week campaign duration. (SAFEA) is pleased to Speaking about the The challenge was launched as a result of the FSPA signing the announce that Tracks 2000 decision to join SAFEA, Jeff government’s ‘Change4Life’ Responsibility Deal pledge to encourage and Samba Sports have Tipler, sales manager at Samba, increased physical activity in the workplace, as the national federation recently joined as members. said: “SAFEA is the leading firmly believes that although public health is everyone’s responsibility, SAFEA represents leading trade association for sports and the sport and play industries have a key role to play in reducing the suppliers of all types of sports fitness equipment. Being part of obesity epidemic. and gymnasium equipment, such an established industry During the campaign, which began on March 27, participants with member companies body allows us to benefit from recorded a total of 41,653,618 steps, approximately 20,827 miles - ranging from mat their influence and useful links. equivalent to walking more than three quarters of the way around the manufacturers to larger With Samba being a proud world at the Equator. companies distributing a range British manufacturer, it is great The overall aim of the Step To It challenge was for participants to of portable sports equipment. for us to be part of a group increase their daily step total by 500 each week, thus over the six-week Leicestershire-based solely representing the interests period participants were aiming to improve their average daily step Tracks 2000, which specialises of UK firms, as I believe the total by 3,000 steps. in tracks, mats and training quality of our products is Only seven per cent of those who took up the challenge managed aids, as well as cheerleading second to none.” to achieve the 500-per-week increase, with 34 per cent beating their and martial arts equipment, has For more information initial baseline total each week. signed up to the SAFEA code on SAFEA visit The FSPA made the challenge available to its total membership of practice alongside all other www.safea.co.uk or base comprising 600 companies across 18 trade associations, offering members. So too has Colne- call 02476 414999. free challenge packs that included pedometers, scoreboards and based Samba Sports, the UK’s leaderboards. biggest supplier of portable All individual and company step totals were recorded online with a uPVC goals. Samba was part of Twitter campaign and regular updates and weekly leader board scores. the largest ever UK exhibitor The campaign received positive feedback, with Jim Robert of ATA pavilion at ISPO 2012, which member Daiwa Sports stating: “On behalf of Daiwa Sports, I would was managed and fronted by like to thank the FSPA for this fun challenge, which has been really well
PLAYFAIR 2012 SEMINAR PROGRAMME ANNOUNCED
The FSPA’s leading play association, the ● Bidding for Success: how to write a great children’s play equipment and safety Association of Play Industries (API), has playground funding bid. surfacing, from local authority staff, schools revealed the line up for Playfair 2012, the ● Play On! Creating playgrounds through and parents who are active in the annual play, sport and leisure activity event. the Spacehive funding platform. community, to freelance play designers, Building on the success of last year’s ● Change4Life: how communities and local parish councils and managers from the seminars, featuring speakers on funding, authorities can get involved. leisure and private sectors. health and play, there will be a series of ● British Heart Foundation: encouraging Held on June 19-20 at Stoneleigh Park in presentations along with Q&A sessions on active play for all ages. Warwickshire, Playfair 2012 is free to attend. various topics, including: To register, visit www.playfairuk.com. For Playfair is the UK’s largest trade event for further information contact Ray Baxter at
● ENTRUST: what is the Landfill all those involved in the selection, Brintex on 020 7973 4695 or email www.sportsandplay.com. Communities Fund and how does it work? purchase, upkeep and replacement of [email protected].
www.sports-insight.co.uk 25
www.gamegear.co.uk 01332 85 83 85 Shop_SI Template 01/06/2012 16:46 Page 2
RETAIL INTERVIEW TALKING James Clark is the general manager and buyer at A Sporting Life, a family run SHOP sports store in West enjoyed reasonable success, as we are have good sell through with Aquasphere Wickham, Kent competing with them less. We have also found swimming product, Kookaburra and Hi-Tec. that by organising staff training on a regular HOW AND WHY basis we give the staff confidence to sell the DO YOU USE SOCIAL DID YOU GET INTO correct product to our customers. Teaching NETWORKING SITES AND SPORTS RETAILING? great customer service to our staff has had a DIGITAL MEDIA TO Our family has been in retail for over 25 great impact on the shop floor. All this helps us PROMOTE YOUR STORE? years and when the town’s only sports shop compete against other independent retailers in We are very keen users of Twitter and closed 10 years ago we decided to open our the area and online stores. Facebook. This has been a tremendous tool for own store and extend that experience into showing the local community and beyond what the sports industry. I have worked for the HOW HAS TRADE we are about and what we sell. It has been past seven years with my mother, Janet, my BEEN OVER THE great for announcing sales and promotions in brother, Andrew, and my stepfather, Eddie, at PAST 12 MONTHS? store and online and we hope to grow further the store along with five part-time members Trade has been all right. The quieter months using social media in the coming months. of staff. All members of the team have a are normally followed by much better ones. sporting background in various sports. We’ve been proactive in trying to improve WHAT PERCENTAGE OF footfall by visiting local sports tournaments SALES IS FROM YOUR HOW WOULD YOU with stalls and by having flash sales on end WEB-BASED BUSINESS? DESCRIBE YOUR STORE? of season product at the beginning of the Currently our only online shop is through We specialise in sports footwear and various sports seasons. Amazon. Although about 25 per cent of our equipment, ranging from mainstream sports business comes through this outlet, we hope like running, cricket, tennis and football, to WHAT IS THE STRONGEST to have our own site up and running again in lacrosse and hockey. We also have a small SECTOR OF THE MARKET the near future. section for specific clothing, such as FOR YOU AT THE MOMENT? swimwear and cricket. Our strongest sector is tennis. Racquet and WHAT DO YOU LIKE shoe sales last season were our best on record MOST AND LEAST HOW DO YOU COMPETE and I am hoping to at least emulate that again ABOUT THE BUSINESS? WITH OTHER SPORTS this year. We continue to sponsor a couple of I love the interaction with people in store and RETAILERS IN YOUR AREA? coaches in the area and, along with a demo being able to help and advise customers on Due to a number of multi-chain sports shops bag, this influenced sales greatly. Looking from various products is great. You never know in fairly close proximity, we have found it a yearly sales point of view, we also enjoy what the next person through the door is after, difficult to compete on pricing on a large success in the running and rugby sectors. which keeps it fresh. It’s also great when majority of clothing. By concentrating on Offering gait analysis to every runner in store people make the effort to come back and give specialist footwear and equipment we have has continued to contribute to good results all good feedback on the shop or the team, which year round and we are also very happens quite often and is greatly appreciated. fortunate to be surrounded by a The only thing I don’t like is when a number of schools and clubs member of the team spends time giving whose main focus is rugby. help and advice on products to someone, only for the customer to check prices online CURRENT BEST using their smartphone and announce they SELLING BRANDS can get it cheaper online or at a multi-chain. AND PRODUCTS? Our staff work hard to find the right product I would say our best selling for customers, so it’s frustrating when brands are Babolat and ASICS. someone walks away without buying a Both are leaders in their market product after getting our knowledge and and we have an excellent advice for free - especially as customer relationship with both. I find that service in the multi-chains is practically non- this is important, as we have existent in my experience. Turning that confidence in each other as well customer in to a buyer continues to be the as a good understanding. We also biggest challenge in sports retail.
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PEOPLE
Padraic McKeever, managing director of theGAAstore.com
website, theGAAstore.com, and after a lot of thinking and various concepts we came WHEN DID YOU GET up with what eventually became TeamKitPro. INTO THE SPORTS After some research on what was out there TRADE AND WHY? already, the way the TeamKitPro web I began in the sports trade in 1999 with application works and the advent of cloud O’Neills, the Irish sportswear company. I had computing led us to the conclusion that there just finished university in London and were lots of other retailers who may be one finished and to approached O’Neills about starting a interested in using the app. market for customers who are keen to use it London/UK office. I stayed with O’Neills We deal directly with the brands and and have started our first customers this until 2004 when I started theGAAstore.com put all the high quality imagery together in month. The model is based on an affordable after moving home to Ireland. one cloud-based server. We then give monthly cost that will give you access to an retailers access to the brands, so that they excellent, simple to use selling tool. WHO’S BEEN THE can use them on the TeamKitPro BIGGEST INFLUENCE customisation application. The application WHAT’S THE BIGGEST ON YOUR CAREER? allows customers to select from the GROWTH AREA OF Definitely my family and my wife Rhona, who retailer’s range of teamwear, add a club YOUR BUSINESS? have both been fantastic in backing me and crest, sponsor, initials, text, etc and receive a We are busy in general with giving me the confidence to start and grow price in two-three minutes. This reduces the theGAAstore.com and a new general sports the business over the years. Without their need for brochures and massively reduces shop we have opening recently, but support we would never have got things off the enquiry to order time for retailers. TeamKitPro is definitely the most exciting the ground. My parents’ work ethic has also The TeamKitPro web application can be part of our business as it’s brand new and has given me great grounding. They never stop accessed on any device, so retailers can fantastic potential for growth. and we are still trying to get my father to slow have it bolted to their existing website if down at 66, as he works over 100 hours per they have one or on a laptop, computer or WHAT ARE YOUR week in the market gardening business. iPad in store. We think the app works best HOPES FOR THE on an iPad within an iPad kiosk store and NEXT 12 MONTHS? WHAT BRANDS DO YOU some call to action point of sale. We feel We currently have around 100 customers to ADMIRE AND WHY? that it will open up the teamwear and bulk get up and running and hope to grow this to I like what Under Armour has done. The clothing market to a wider audience. 200-300 in the UK and Ireland this year. We company started with a simple idea and We went to ISPO this year on a fact have also had significant interest from Europe developed it into a huge business with finding mission to assess the interest and and hope to roll the application out in five or fantastic design and innovative and quality followed this up by attending the Printwear & six languages early next year. products. I think it will continue to grow and Promotion show in February and the become as big as Nike and adidas in Europe. INTERSPORT show in March. At these three For more trade shows we met with hundreds of information visit CAN YOU TELL US retailers and teamwear resellers from www.team ABOUT TEAMKITPRO? throughout the UK, Ireland and Europe who kitpro.com or We were looking to improve how people all expressed an interest in the application. email padraic@ enquired about and bought teamwear on our We have been working furiously to get version teamkitpro.com.
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SUPERMARKET Independent sports stores are successfully competing with retail’s big hitters by carving themselves a niche at the top end of the The supermarket goliaths are now not just hoarding the market share in boxes of cereal and litres of milk; recent years market, reports Adrian Hill have seen the likes of Tesco, Asda, Sainsbury’s and Morrisons Sweepmove into sport in a big way. Racquet specialist PWP is the UK’s largest tennis, squash and Tesco may have recently seen its share of the UK grocery market badminton trader, stocking all the leading brands, from adidas to dip below 30 per cent for the first time in nearly seven years, but it Yonex and Babolat to Wilson among others. It prides itself on stock and its major competitors still account for three quarters of all food availability, pricing and customer service, but does it feel the hot and drink sold in the country. Over £100 billion is swallowed up in the breath of the supermarket giants on its neck? tills of the so-called ‘big four’. “We sell the stuff the supermarkets don’t, so we don’t see them as a threat,” says PWP’s Paul Watts. “They do the fast moving, cheaper PRICE WARS markets and are very seasonal. They stock when each sport is in the That would seem to be more than enough turnover, but as the price spotlight and then those products disappear. They provide only a wars between them become more vicious an added edge, wherever it minor irritation to us. can be found, is needed to satisfy demanding investors. “Our major threats are from the internet people who go into each What could, on the face of it, be a concern for specialist sports sport, identify the top lines and discount heavily. Supermarkets are retailers is that these shopping behemoths are devoting more and limited because of space and the requirements to churn products. We more resources to their realm. The grocers saw their share of the stock 1,500 tennis products; they are going to cherry pick. The only sporting goods market increase by 0.3 per cent to 3.3 per cent in 2011. problem for us would be if they get access to big selling lines, a Nadal The supermarkets can afford to cut prices due to bulk buying, while or Murray racquet for instance, but I can’t see that happening as the independent sports stores need to show value for their more expensive big brands would be resistant - they want to protect those products.” goods. So how can they do this and still hit acceptable margins when Customer service is paramount for independents - it’s literally shoppers seek bargains more now than ever before? The advice is that their big selling point. Small shops can offer the kind of one-to-one they should be prioritising their offers at the more serious athlete, those expertise that the supermarkets simply don’t need to provide. A tin of who seek performance aids rather than just the means to play. beans is a tin of beans - the look and feel of a racquet, bat or shoe is “The main areas where the specialists can compete are by offering particularly to the individual. higher levels of service and modifying their offer towards the more The feeling that the person who is selling the product knows what premium end of the market for both sports equipment and fashion, he or she is talking about is vital, it contrasts to the dehumanising either by acquiring or developing exclusive brands to help drive footfall effect of the homogenous supermarket or the internet, where bigger into store,” says retail analyst Matthew Walton from Data Monitor. ranges with fast delivery and return options exist, but the argument goes that this is negated if the product sold is wrong for the individual. Specialists believe they have the wherewithal to offer expert advice amid a bewildering selection of products. In tennis it is more than just about picking up a racquet on a supermarket shelf, the more cultured clientele also want to talk about grips and string dampers. GENERALISTS On a larger scale, Sports Direct has developed a Nike Training Academy at its head office in Nottingham, which provides technical information about the brand’s products. Those that attend are required to train three other members of staff on returning to their store. But the smaller traders, who consider the likes of Sports Direct and Specialists can offer expert advice amid a bewildering selection of products JD as ‘generalists’ rather than specialists, can enhance their offer
30 Follow us @SportsInsightUK Supermarket_SI Template 01/06/2012 15:09 Page 2
with the kind of added value that goes beyond a checklist of product specifics. “By targeting the serious athlete with techniques such as runner analysis, using their staff’s knowledge of sports equipment and clothing, and providing advice on injury prevention, they can compete with the supermarkets by developing a better level of service,” adds Matthew Walton. “For them, marketing is best suited to word of mouth; there is a loyalty, often through connection to a club with the more niche sports. A good retailer will have high levels of service and provide value for money. They must concentrate on playing to their strengths.” If the supermarkets ever got serious about their sporting offer on the internet, then even first rate customer service could be circumvented. Thus far the supermarkets go not much further than advertising cheap tennis balls. “The general internet player can use price as the only sales point,” says Paul Watts. “It becomes depersonalised and can become a margin destroyer. The supermarkets are not a threat here at the moment, but the other problem we have is Sports Direct owning a brand - Dunlop Slazenger - which they can sell through their stores.” It is clear that in order to survive, specialists must target their core market of regular customers who want to improve their game and thus invest time and money into getting the best equipment for them. The generalist route may afford more opportunity for sales, but it’s quality of custom that will guarantee that crucial link with the players through word of mouth recommendation. Watts says: “We have the specialist knowledge to help the regular player to get a racquet suited to them. They may want to have their racquet strung properly and are willing to buy shoes costing £50-£100, rather than under £50.” The small specialist cannot afford massive marketing campaigns and vast hanger-like units with ‘pile it high, sell it cheap’ products. “Beginners are difficult to target,” Watts admits. “We’re limited by advertising in the tennis press and issue magazines and catalogues to clubs so we can reach the dedicated player, but not so easily the newcomer. This is how people access us, through already playing the game. “The disadvantage is that if you are willing to pay £150 for a frame you will look around at three to five specialists, so we face tough competition and need to use our service skills. The internet prevents us utilising those skills, as it’s all about the lowest price advertised online.” CUSTOMER SERVICE PWP is among a clutch of serious players offering customers a level of service and product beyond what can be obtained walking down an aisle or surfing the internet. Barrington Sports, which celebrates its 30th anniversary this year, began as a hockey specialist and has now grown to encompass cricket, rugby, netball and running, but goes no further to ensure quality customer service. Other examples are Just Rackets, based at a tennis and squash club in Hertfordshire, where it could hardly be closer to its target customer, and VKS in west London, a general sport store with specialist knowledge and ranges in cricket, which has locally become renowned for imparting expert advice on not just which bat to use, but which gloves, helmets and thigh pads meet a customer’s specific requirements. As supermarkets get bigger and brasher, the more humble sports specialists are holding their own, thanks to the personal touch. Team Colours ad_Layout 1 30/05/2012 10:18 Page 1 Brother_Layout 1 29/05/2012 14:50 Page 1
email [email protected] Intersport_SI Template 01/06/2012 14:39 Page 1
INTERSPORT EXCLUSIVE CAMPAIGN
Cutting edge technology meets the greatest all-around Muller, Montolivo, Martin and Kuyt, the INTERSPORT players to unleash the next football revolution. The new Exclusive red and black story will feature in key football and Predator has five Lethal Zones, designed to give you ultimate lifestyle press. control of the ball and make every touch count. It gives the The full campaign will see the creative brought to life in player an arsenal of possibilities to “Unleash Deadly” on the store with feature windows and tailor made point of sale pitch. In other words, to release that decisive move, that supported by outdoor advertising to drive local footfall. The killer touch that can change the game. exclusive campaign will be in over 200 INTERSPORT stores INTERSPORT will have the new Predator range in an throughout the UK and Ireland, with additional local Exclusive colour way for the high street with a full boot activation days using hit squads and teams of football skills range, apparel, bag and ball all featuring in a 360⁰ in selected stores. The campaign will be brought to life communication package. Launched on pitch at Euro 2012 on online with strong digital media content to enhance the the 8th June and worn by leading adidas players Kaka, consumer experience.
HIGH STREET EXCLUSIVE Intersport_SI Template 01/06/2012 14:39 Page 2 Sponsorship_SI Template 01/06/2012 15:05 Page 1 BALANCING
Toby Southgate, The Brand Union’s UK ACT and Ireland CEO, examines the complexities of effective sports sponsorship
In the past 12 months the British sporting scene has faced assessing the deepest pockets. The New Zealand Rugby Union some challenging times. The English RFU brought shame chooses its brand associations with due care, and in turn partners can upon the nation with various off-pitch calamities at the last leverage ties with a team synonymous with the best in global rugby. Rugby World Cup. This year’s Premier League sadly won’t The team is also notable in its management of the be remembered for its scintillating football; rather the sponsor/team/athlete dynamic, ensuring that players are clear about incidents and allegations involving John Terry and Luis the sponsor’s expectations of them beyond sporting success. This Suarez will forever cast a cloud over the 2011/12 season. avoids embarrassing situations that have dogged other teams, like While the antics of David Haye and Dereck Chisora have England’s risible behaviour at a Land Rover brand player driving day. further tarnished the reputation of British boxing, It is important to remember that multiple factors contribute to particularly on the international stage. a successful relationship between an organisation and the sports What are the implications for the brands associated with these sector. Proactive stewardship from the start is a must have, sporting organisations and athletes, who have found themselves ensuring that sponsor, team and players alike are fully aware of subjected to detailed media scrutiny? what is expected of them. This is a nettle that must be grasped early in the relationship, as this is how long-term sports brand REPUTATION partnerships are built, ultimately where the sponsor becomes Both Standard Chartered and Samsung, sponsors of Liverpool FC synonymous with the team and rooted in the psyche of supporters. and Chelsea FC respectively, have stated in the media that player conduct impacts brand reputation. Open dissent with team OVERLOOKED management and the resulting media coverage undermines the More often than not supporters and fans are overlooked in core objectives behind sports sponsorship. Essentially, sponsorship sponsorship decisions, even though they may be passive brand should drive positive association between clubs carrying the ambassadors themselves and need to understand why their team identity, values and ultimately the brand of an associated sporting is carrying the banner of a specific brand upon their chests. Think organisation. The closer the links and the more seamless the of how Newcastle United fans felt wearing the Northern Rock logo relationship, the greater the potential in the relationship. after the bank collapsed or the backlash the club has experienced The issue of effective sports sponsorship is a complex one, after it rebranded St James’ Park as the Sports Direct Arena. especially in an age where generic brand awareness without real Communicating successfully with a fan base is vital and can resonance is no longer sufficient. This subject was discussed at a add real value. Bolton FC’s long-standing association with Reebok, recent event featuring former All Black captain Sean Fitzpatrick, while initially divisive, has lessened considerably over time, while who spoke about the All Black’s intense focus on ensuring the naming of Coventry’s Ricoh Arena went without mention sponsors have a profile appropriate to the status of the team. among the fans, although by this time brand sponsorship of Hugely powerful and with a great heritage, the All Black brand is stadiums had become widespread in the UK. the priority - selecting the right sponsor is not merely a matter of However, there are numerous examples of clubs and organisations that have been heavily criticised for embracing inappropriate brands as sponsors simply because the association was not made clear or was deemed inappropriate. Dow Chemical, for example, has recently encountered criticism from MPs and human rights groups for seeking to wrap the London 2012 MULTIPLE FACTORS Olympic Stadium. This is not a phenomenon confined to the world of sport. Several poets recently withdrew themselves from CONTRIBUTE TO A consideration for the TS Eliot Prize in protest of its sponsorship by SUCCESSFUL an investment management firm. POTENTIAL RELATIONSHIP Sport has great potential to bring people together, but the issue is BETWEEN AN creating standout and making sure that spending achieves a goal. “ McDonald’s sponsorship of the Olympic Games is often derided by the man in the street, who does not associate calorie rich fast ORGANISATION AND food with elite athletes and may not be familiar with McDonald’s drive towards gold standard employee training and development. THE SPORTS SECTOR Whether McDonald’s delivers on its corporate social responsibility objectives against spend, associates with team sports 36 Follow us @SportsInsightUK ” Sponsorship_SI Template 01/06/2012 16:15 Page 2
SPONSORSHIP
and gains mileage from its training and employment links in the decisions will pay dividends further down the line, with all long term remains to be seen. associated parties understanding their role in the process. Another factor in the sponsorship equation is making sure Ideally, the essence of sport sponsorship is about finding the there is a legacy beyond brand visibility. What is crucial is that right combination of sponsor, fan and event to effectively amplify brands, from the outset, make sponsorship decisions based on brand messaging and making consistent decisions. Ultimately it’s engagement, authenticity, and saliency. While many brands find about reputation, guardianship and, as with all sporting sponsorship challenging and ultimately unrewarding, these endeavours, a little bit of luck.
www.sports-insight.co.uk 37 Brother_SI Template 01/06/2012 14:32 Page 1
EXPAND YOUR BUSINESS WITH BROTHER Are you looking to expand your sportswear business and make it more profitable? Added-value services, like commercial embroidery, can put you ahead of the competition whilst giving you an additional revenue stream.
entry level machine is the PR650e, with its breakage sensors stop the machine if the six-needle functionality and enhanced LCD thread breaks or runs out. screen for crystal clear previews of designs Brother’s PR series embroidery before stitching. The machine allows you to machines are also compact, taking up less quickly edit on screen which will help speed space than most commercial products, so up the production process. are ideal for use in a spare bedroom or The next level machine, the PR1000e, workshop and will slot easily into the boot incorporates many new features to enhance of most hatchbacks making it easy to your productivity, which include 10 needles transport to sports events. for a wide range of colours and more flexibility, an extra-large embroidery area DEVELOPING YOUR with easy to use embroidery positioning BUSINESS camera sensor, and a touch screen control As your reputation grows and demand for system with built-in editing and design orders increases, you could start to explore preview functions. opportunities to expand your business - You don’t have to be an expert at sewing perhaps looking at different sectors that you to use the machines either. Both the PR650e haven’t previously considered, or offering a and PR1000e are easy to use and incredibly wider range of clothing and accessories. user friendly – each machine has a built-in Caps, polo shirts, T-shirts, jackets, help guide so you have all the information sweatshirts and shirts are typical items that you need at your fingertips. an embroidery business will regularly work And if you’re concerned that time will with, but what about adding socks, bags or be an issue, both machines feature easy belts into the mix? A unique offering will set Brother has seen a strong increase in threading and built-in automatic needle you apart from the competition. enquiries from businesses that have threaders, eliminating time-consuming It is also possible to expand your identified embroidery and personalised manual needle threading. The thread commercial business with additional sportswear as a way to generate additional income and improve their services to customers. Savvy business owners are targeting local sports clubs, schools, colleges, hotels and employers looking to personalise their staff uniform to help grow their existing customer base, offering them a bespoke embroidery service on top of their current product offering. Whether it’s the local sports team wanting a new logo on their kit or hoteliers adding a personal touch to its towelling, there are so many new potential customers you could target to help increase your profit margins. The Brother PR series enables you to create branded merchandise and personalised clothing quickly and easily. The
38 Follow us @SportsInsightUK Brother_SI Template 01/06/2012 14:32 Page 2
ADVERTORIAL
machines so you can do larger, bulk orders costs, quality and deadlines associated material to ensure your business runs as for your customers. You can link up to four with producing embroidered items. smoothly as possible. machines using a single computer to We work closely with specialist sewing enhance productivity with the Brother PE- machine dealers within the local For further information on Brother’s Design NEXT software. The sophisticated community to help sell our range of semi-commercial product offering or to software package will allow you to create machines. Our expert dealers will install find a sewing machine dealer in your your own designs and then convert them your machine and provide training on how area, email [email protected] to embroidery patterns that your machine to give the best service to your customers. visit www.brothersewing.eu or contact can transfer to clothing. Uploaded designs They also stock threads and backing your Brother authorised agent. can be sent to multiple machines whilst the name drop feature is ideal for personalising team shirts with each player’s name. A wide array of optional extras can also be fitted to both PR machines - including cap frame and cylinder frame so you produce quality orders every time. HOW CAN BROTHER HELP YOU? Brother’s PR range of embroidery machines has won a wide variety of fans. They give companies total control over the
www.sports-insight.co.uk 39 Life_SI Template 01/06/2012 14:44 Page 1 allace id WTony James meets the former afootballerv who’s now the vastly experienced UK Dand Ireland country manager for Dobotex International
When your dreams are from sales and strategic marketing to product shattered, it’s cruel at any development, budget management and business planning. age. When you’re 21, with “I started with absolutely no qualifications,” he your life before you, it can remembers. “But I was lucky to work with some really seem like the end of the outstanding people who taught me an enormous lot and world - and that’s how it I’ll always be grateful. was to David Wallace. “Although my football career didn’t perhaps work out He was mad about as I’d hoped, it did have a profound effect on my future. football and he was good at At that time ex-footballers seemed to gravitate to running it. Scouts from big clubs a sports shop, keeping a pub or going into sports goods. turned up to watch the In those days if you showed you had sporting prowess Scottish teenager in school you had a chance of getting into the industry, and I games and by the time he decided that’s what I would try to do.” was 15 - in 1970 - the offers were coming in, not just Hibernian, and particularly club manager Eddie from Scottish clubs but from the English First Division, Turnbull, were to have a lasting effect on the young too. Leeds United came calling, but West Bromwich Wallace. Turnbull, the first British player to score in a Albion had just reached the League Cup final and Wallace European club competition, was renowned for his iron decided to go there. discipline and fiery temper. Under him, Hibs won three Scottish League titles with a team known as HOMESICK Explains Wallace: “I was a 15-year-old lad from the Scottish West Coast. I had never been away from home and didn’t even know where West Brom was. To say it was a culture shock is the understatement of the century. I was lonely and homesick. I stuck it for three seasons, but it just didn’t work out.” Back in Scotland there was talk of Wallace joining Aberdeen, but when their legendary manager Eddie Turnbull left for Hibernian and masterminded an epic 7-0 thrashing of deadly rivals Hearts the young left back signed for Hibs. Once again, it didn’t quite work out. There were constant injuries, including two broken ankles, and disappointments on and off the pitch. As Wallace puts it: “I was 21, still in the reserve team, and it was time for a reality check. I began to realise that the chances of becoming a top class footballer were pretty remote. I came to the conclusion it was time to get a proper job.” It might be hard to imagine that this sad tale could have a happy ending, but it has. Today Wallace has, by any stretch of the imagination, a proper job. A vigorous 56, he is a major figure in the sports clothing and footwear industry with massive experience in all aspects of the business and an unrivalled overview of technical and commercial developments stretching back over 30 years. Now UK and Ireland country manager for Dobotex International, the PUMA-owned bodywear and socks company, Wallace’s expertise stretches MY SPORTING LIFE
40 Follow us @SportsInsightUK Life_SI Template 01/06/2012 14:44 Page 2
INTERVIEW
Turnbull’s Tornadoes and which included such legends as John Brownlie, Pat Stanton and Alex Cropley. “I was training every day and playing with some really good players - Scottish internationals I’d previously only read about,” says Wallace. “It was a dream come true. I was really enjoying being at Hibs and was hoping to make the first team when I broke my right ankle twice and never really recovered. “It was then that I began to have real doubts about my future in the game and made the decision to look at the possibilities of doing something else. I saw an ad in the paper for an adidas rep, but I had left school at 15 to become a footballer and had no qualifications apart from a few O-Levels. "Luckily, a family friend, who was a sales manager, gave me a crash course in how to interview for a job and adidas took me on. Many of my colleagues were top class sportsmen who had transferred successfully into business and that was a great encouragement. I had 12 years at adidas, eventually becoming northern regional sales manager. It was a great grounding in the industry - I couldn’t have had a better one.” TRAVEL Looking for wider experience, Wallace joined HI-TEC as European product development manager, which involved extensive travel in the Far East, moving to the Pirelli-owned specialist tennis shoe manufacturer Superga SPA, again as product development manager. Says Wallace: “From there I went for 11 years to New Balance, first as national account controller, then European key account manager and dealing with product selection, development and pricing. I had some great years at New Balance, but eventually it seemed time to move on.” After a spell as sales and marketing director at Netherlands clothing and footwear specialist Converse, Wallace joined the Dutch-based company Dobotex International in 2005 at a time CHANGE of profound changes. After owning 50 per cent of Dobotex Wallace welcomes change when it brings stability and UK, PUMA finally acquired the remainder of Dobotex last exciting new developments: “During my time in the year, a move that had the full support of the company’s industry the changes have been phenomenal, particularly management team. in lightweight materials. For instance, sock technology has Founded in 1979, Dobotex has specialised in legwear and been transformed by materials like bamboo and sustainability in the early years the products were mostly private labels for is also very important. department stores like AMA and V&D. Subsequently, Dobotex “Today’s footballers wouldn’t believe the stuff we wore. focused on brand name socks and was the licence partner of Cotton polyester shirts that never dried out, heavy boots and the PUMA and Tommy Hilfiger. balls - it was like heading an enormous potato. But some of the The company had also been producing bodywear for biggest changes have been in the way we do business. When I PUMA since 2009 and customers vary from large department started as a young rep we called it going fishing - there were stores to small shops. In Europe alone, Dobotex delivers countless numbers of small retailers to visit in search of orders. around 100 million socks a year. “In those days the pond was full of fish, but it’s drying up now and instead we have a very small number of powerful retail groups as our main customers. Having said that, there will always be a place for independents if they specialise and play to their strengths. The days of a sports shop owner waiting for customers to come through the door are pretty well over. INDEPENDENTS “There’s got to be a change of mentality among independents. They’ve got to go out and hunt for business. Talk HAVE THE KEY TO to schools, football clubs and sports organisations. Do deals. Network every likely customer. The internet is a massive factor RETAIL SUCCESS, that independents have to embrace and which can bring them enormous opportunities. WHICH IS TOTAL “Independents should realise that they can still win hands CUSTOMER down when it comes to personal service, experience and “ specialist knowledge. They also have the key to retail success, which is total customer satisfaction. Prices and quality of SATISFACTION products might not vary all that much, but the way the customer is treated is invariably where the battle for sales is won or lost.” And amid all the demands and challenges of a long career, Wallace has never changed his mind about that. ” www.sports-insight.co.uk 41 Samurai_SI Template 01/06/2012 15:01 Page 1
Samurai International Sportswear Ltd have teamed up with BrandCo Sportswear Ltd, who are now Licensees for Samurai Retail Products. We spoke to BrandCo Sales Manager James Lawrence to see exactly how this relationship will work
CAN YOU EXPLAIN TO EVERYBODY The clothing is segmented HOW THE RELATIONSHIP BETWEEN into 5 main areas: BRANDCO AND SAMURAI WORKS? - Technical, Certainly. Samurai International Sportswear Ltd continue to sell ELITE performance clothing Bespoke teamwear to clubs and schools through their network of designed to be the best retailers and resellers. BrandCo Sportswear Ltd now control all sales possible products available of Samurai products that are sold into retail, for sale to individual for training, featuring the consumers, as opposed to clubs and schools. latest hi-tech fabrics and ARE YOU SELLING THE SAME PRODUCTS engineering such as THEN? articulated seams, stretch panels and No. Products required for teamwear are completely different to those concealed zips required for sale at retail. We have developed a co-ordinated new range of apparel that is 100% exclusively available to the retail PITCHSIDE AND trade. The range is designed to provide a complete and TRAINING - comprehensive range of training clothing, Technical leisure wear and accessories aimed specifically at rugby players, but is performance clothing equally relevant across players of all team sports. to be used for training, featuring many of the technical elements of the Elite range, but offering quality products at the key commercial price points. GYM GEAR - Because not all training happens on the training pitch. A range of cotton gym based training products, which can also be a crossover as fashion items OFF PITCH - A range of casual wear to be worn to and from the game, in the clubhouse and when not playing or training. REPLICA - This consists of Exeter Chiefs replica ranges, as well as Army Rugby Union jerseys and Rugby Seven's shirts. This includes current Rugby sevens teams including the Samurai International 7's, as well as some slightly more risqué designs that have been worn by teams in the past! We also have a comprehensive range of accessories, including head guards, body protection, compression, shorts, socks, balls, tees and water bottles. These are all products that Samurai also feature in their ranges, but are products that every retailer should have on sale for individual consumers. YOU SAY THAT THE ELITE, AND PITCHSIDE AND TRAINING RANGES ARE TECHNICAL PERFORMANCE CLOTHING. WHAT ARE THE TECHNICAL FEATURES OF THEM? All products that are in the Elite and Pitchside and Training ranges feature the Performex system. There are 7 different elements to the Performex system being waterproof, windproof, antibacterial, breathable, UPF, wicking and showerproof (see attached). Each range and product is designed for different purposes and as such uses different elements of the Performex System. This is indicated on the swing tag for each product for easy identification by store staff and the consumer. Each product that features Performex System elementswill have the Performex logo on the garment.
42 Follow us @SportsInsightUK Samurai_SI Template 01/06/2012 15:01 Page 2
ADVERTORIAL SO WHO ARE THE SAMURAI RANGES ACTUALLY TARGETED AT? Samurai are actually a multisport brand, selling clothing for almost any team sport you can think of. The retail range is initially aimed at rugby players and fans, as rugby is where Samurai first started and is where it is known best, but the products are equally relevant to any Team sport. Samurai have been providing rugby kits to clubs and schools for over 15 years now, so a whole generation of rugby players and children have grown up wearing and enjoying the quality of Samurai products. These are the people who have good memories of those days and have continued playing rugby and who are now looking to buy Samurai products at Retail.
SO WHAT ARE THE NEXT STEPS FOR THE SAMURAI RANGE? The range we currently have available will run throughout the 2012/13 rugby season. This is all in stock now, and is ready to be delivered to any new stockists who would like to be a part of these exciting new products. For July 2013 we will have a new range of clothing, as well as an updated headguard and body protection range. We will also launch the first ever range of Samurai Rugby boots featuring Performex System elements and we will start to sell in these new ranges and products from November this year.
WHAT HAVE BEEN YOUR BEST SELLERS SO FAR? We have done really well with the Pitchside training trouser, rainjacket, and the fleece pant and shorts have also sold very well, as have most of the off pitch range. With Exeter Chiefs doing so well in the Premiership, we have sold a lot of Exeter shirts. We have a range of Army Rugby Union shirts with Poppies on, with a contribution from the sale of each shirt going to the Royal British Legion and these have sold extremely well for delivery just before Remembrance Day. We have also been very plesantly surprised by the sales we have experienced of the Hybrid Water bottle. All enquiries to [email protected]. www.samurairetail.co.uk will be launching on 1st July 2012.
www.sports-insight.co.uk 43 Crowd_SI Template 01/06/2012 14:36 Page 1
Crowd funding is the THE new way to get a cash injection for your business, says Paul OF CROWDS Clapham Wisdom You’re an entrepreneur; you want to grow your business; hell, providing businesses with a route to lots of private investors who like you want to get rich. So what next? Well unless your minted your business, what you do, where you are going and are ready to put uncle just died, you’re going to need investment, which is where small (and not so small) sums into your business. most ambitious businesses are hitting the buffers just now. Banks aren’t lending and business angels may prove less than STRUCTURED angelic, while venture capitalists want both arms and half a leg The first commercial player in this market was Crowdcube. It provides and you to work 24/7 to produce the desired return at speed. a route for investors to put money into businesses without all the Give serious consideration to crowd funding. “What’s that?” I hear usual costs. Personally, I’d be twitchy asking: “Would you like to invest you cry. ‘The wisdom of crowds’ is an established idea, if not in my business?”. But if the investment route was properly structured uniformly agreed. It translates into an investment opportunity by and could be done through the web, I would think differently. The process is straightforward. You create a pitch to be put on the Crowdcube website. The company vets it and, assuming approval, your pitch goes live as a dedicated page. If you’re legal, decent, honest and truthful, you should be approved. At that point it becomes PEOPLE LIKE TO your responsibility to broaden the pitch. While the Crowdcube website gets lots of visitors who might want to invest in your business, it’s INVEST IN WHAT down to you to drive interest. This can be friends and family to begin with - and often is - but THEY UNDERSTAND use of the web and social media sites would open up the opportunity to many millions of other potential investors. Equally, you have your AND SPORTS FANS existing customer and commercial contacts database. Your suppliers DEFINITELY know a fair bit about your business and all your customers have “ proved they rate you with their credit cards. Therefore, they hopefully hold you in good esteem and could put UNDERSTAND money into your business. Unlike other investment routes, Crowdcube investors can start at £10, although the typical investment is £500- YOUR BUSINESS £2,000. The Crowdcube process is fast - the pitch lasts for 90 days - which is good for both parties, as you know you’ve got your 44 Follow us @SportsInsightUK ” Crowd_SI Template 01/06/2012 14:36 Page 2
FINANCE
investment or not and can move on. By the way, investment carries Keep people updated during the pitch and engage fully with the no upfront charges to the investor, unlike other routes. investor’s forum, which enables prospects to ask questions - some of I would also make contact with relevant local media. Some them distinctly searching. Detailed, honest answers here will local newspapers have a good business page, usually on a weekly demonstrate that you are an appropriate person to invest in. basis. People like to invest in their locality and you would have a An alternative, but similar approach is operated by Funding good story for the editor. Regional morning newspapers, where Circle. Again, it’s an online facility that connects small businesses to they exist, are particularly appropriate targets. individuals with cash to spare and who want a better rate of return Any trade associations of which you are a member can provide than the banks are offering. In this case, they are offering loans at a access to people who understand your proposition and can afford rate between seven and nine per cent. A business must be at least to invest. Likewise, if you are a member of Round Table, Rotary or two years old and approved by Funding Circle’s credit assessors, similar, you might do a presentation at a meeting and kick start who are ex-bankers. Those who are approved can borrow between your pitch very effectively. £5,000-£75,000. The process takes two weeks. More than £30 Why should anyone give you more than pocket change? million has been advanced in less than two years. Answer that tough call with a real deal. Firstly, people like to invest These sorts of operations are increasing in number. Others are in what they understand and sports fans definitely understand your less commercial - they have a social mission that is paramount to business. Also, the baby boomer generation approaching retirement their raison d’etre. But it is a growing business sector and as long as has wealth and a continued involvement in health and fitness in a they offer a deal that is better and easier way previous generations did not. Together that represents an than traditional finance routes, investors’ market - people who recognise the demand because they that growth will continue. are making it and with the cash to back their judgement. POTENTIAL So the potential is there. Your business proposition has to be high quality, with all the figures in place and plans spelt out in detail, not least what your exit plan is. That could be: ‘I want to double the turnover, treble the profit, then sell.’ It could be: ‘I want to build the biggest sports retail business in London and live off the revenue.’ Or it could be: ‘I want to invest in top quality facilities, focusing on premium products and develop customers throughout the country.’ Next, the investor has to be able to see a return. For the older generation, worried about the shortfall in their pensions, that could well be a dividend. Alternatively, you might have a growth strategy that boosts the price of shares in the middle term, rather than paying short-term income. If your game plan is to become a listed plc, perhaps on AIM, which typically promises longer term but bigger rewards, it might be less attractive to those baby boomers. Crowdcube recommends giving investors a reward - a promotional offer, in effect. In the sporting world you are spoilt for choice, although it would probably be a voucher to cover all tastes. However, if your growth plan related to developing say a golf specialism, you might focus on golf products. How much money are you asking for? It’s critical. Unlike asking the bank for £50,000 and being told: “Sorry, we can’t lend you more than £20,000,” funding through Crowdcube has to be 100 per cent subscribed or the would-be investors get their money returned (that’s one of the virtues of the process - no deal, no risk for investors). You can, however, invest yourself to make up any shortfall. But unless you get this right, you can end up holding a short straw. If you can’t make an exciting proposition, I suggest you don’t even start. Unless prospective investors think: “Maybe this could be special,” you’re dead, however clever you think your proposition might be. You need to engage the interest and the emotions of potential investors. Yes, the numbers have to be right, but so too does the message of why this is a great opportunity. VIDEO Because your pitch can include video footage, you should aim to use that facility - it’s the next best thing to actually meeting every potential investor. Note that professional investors (angels and Funding Circle has venture capitalists) say that they ‘back the jockey, rather than the advanced more than £30 million in less horse’, so you and your management team are a critical part of the than two years proposition. You have all the other pitches being made as an example of what to do. This is definitely a case of copy what works.
www.sports-insight.co.uk 45 www.beyondsport.org
Join the movement London, 23-25 July 2012
If you understand the power of sport beyond the track, pitch or court, there is only one place to be this summer. In London. In the company of the truly influential. The Beyond Sport Summit 2012, taking place July 23-25, will set the agenda for social change through sport. Bringing together social innovators, political leaders, company executives and world-class athletes from across the globe, this year’s Summit will be the place to forge connections, do business and create partner- ships. Book now to be where the action is this July, when the world will be watching London, and all attention will be on sport and its values. www.beyondsport.org
Global Partner Media Partner International Development Partner Brooks GTS ltd edition SP2012 A4 27/3/12 11:49 Page 1
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brooksrunning.co.uk Running Profiles_football profiles1 01/06/2012 14:59 Page 3
IN SEASON RUNNING RUNNING
SAUCONY KINVARA 3 Saucony launched the successor to its market leading Kinvara minimalist running shoe at the London Marathon Exhibition in April. The expo, which attracted crowds in excess of 80 000, was the first opportunity for runners to try and buy the latest update of the top selling minimalist shoe in the US. The Kinvara 3 has already been previewed by dozens of bloggers around the world, including running journalists in the UK. With the shoe enjoying global launches at the three major marathons - London, Boston and Paris - it’s sure to carry the momentum of the first and second incarnations.
For more information visit saucony.co.uk/kinvara3 or call 01794 537537.
BROOKS PUREPROJECT The Brooks PureProject range hit the market in the middle of last year, and the reaction has been phenomenal. All four of the shoes in the range - PureFlow, PureConnect, PureCadence and PureGrit - incorporate a huge amount of technology that promotes natural motion and a unique running experience in a lightweight package. Brooks’ signature cutaway heel promotes a natural foot strike, so you land in a more forward position on the foot; a toe box split allows your big toe to function independently, encouraging a more springy toe-off; an anatomical last works more efficiently with the foot; and a Nav Band wraps over the instep, securing the foot in place. Brooks’ BioMoGo DNA midsole completes the technical wizardry. Runner’s World Spring Shoe Guide has named PureCadence Editor’s Choice, but with the added comment that the two other shoes tested from the range, PureConnect and PureFlow, consistently scored highly in the shoe lab for cushioning, responsiveness and flexibility.
For more information visit www.brookspureproject.co.uk.
48 Follow us @SportsInsightUK Running Profiles_football profiles1 01/06/2012 14:59 Page 4
www.sportindustry.biz
SAUCONY Saucony’s revolution in running shoes launched last December. The ‘Geometry of Strong’ range made an immediate impact, with the Guide 5, Triumph 9 and Hurricane 14 all returning greater numbers than their respective predecessors and even being out Fo r more information visit of stock at some points. Saucony’s stand at the The Omni 11, Ride 5 and Echelon 3 are the latest of INTERSPORT show, visit Saucony’s franchise models to take on the Geometry of Strong www.saucony.co.uk, speak to update. Each of these shoes is 10-15 per cent lighter than their your Saucony representative predecessor, more flexible, more stable and just feel so much or call 01794 537537. better. Put simply, they’re more desirable, so easier to sell.
REVOLUTION RUNNING Revolution Running is a British sportswear brand specialising in advanced technical running apparel and predominantly cotton-based leisurewear products. The company was formed in the Lake District two years ago and manufactures all its products in the UK. As well as working with British designers, the company is keen to use innovative materials to keep pushing design boundaries and original concepts. Stomatex is a good example of a material identified and applied to the running range. It’s a British engineered award winning fabric that’s been utilised by the company after years of experience in harsh climates and is incorporated in a sympathetic range of layers. Revolution running supports British manufacturing, British design and British athletes.
Contact the company for details of its excellent introductory offer. Tel: +44(0)1539 568128. Email: [email protected]. www.revolutionrunning.com.
www.sports-insight.co.uk 49 ASICS comes from the latin phrase “anima sana in corpore sano”, meaning a “sound mind in a sound body”. a sound in mind a “sound sano”, corpore in meaning sana “anima phrase from latin the comes ASICS
I AM MADE OF ALL THE DAYS YOU DON’T SEE. NOT JUST THE ONE YOU DO.
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52871_Jan_Sports_Insight_297 x 210_May.indd Pg1 Qmuli Ltd Tel-0207 278 4009 05/04/2012 10:37 SDL_Layout 1 31/05/2012 14:27 Page 1 Operation.... picture for illustrative purposes only ....’customer is our priority’ The ethos of the SDL Group is to endeavour to meet the retailer’s needs and fulfil their required delivery dates. Stocking SDL ranges of multi-sport clothing and trophies means that you have access to over 45,000 square feet of our extensive stocked range, which means that prompt delivery comes as standard. However, our commitment to you means that if you require an urgent delivery or wish to discuss a specific
Danny Riley - requirement of an order, then a solution is never far away. Operations Manager Contact the team now on 01282 418448 or, if you prefer email [email protected] www.sdlgroupltd.com
Multi sport under one clothing and umbrella trophies Swimming Intro_SI Template 01/06/2012 16:06 Page 1
IN THE SWIM Widespread media coverage is putting swimming in the spotlight and London 2012 will provide a welcome boost for brands such as Maru, but more could be done to encourage young swimmers, says Catherine Eade
Comedian David Walliams’ 140-mile Thames swim for Sport Thanks to the efforts of swimming organisations to get people Relief and various high profile celebrity achievements such as into their local pool for events such as the Swimathon, swimming is swimming the Channel have been given ample media coverage still one of the most popular sports in the UK as well as globally. In over the last year or so. financial terms, the GB swimwear market is currently valued at £200 So it was disappointing - and surprising - to see last month’s million annually, according to The NPD Group. Female swimmers report from the Amateur Swimming Association, which revealed that continue to make up the bulk of sales, with the many different leisure one third of children cannot swim 25 metres by the age of 11. centre classes attractive to women of all ages. Aqua fitness is valued Researchers calculated that this means around 200,000 children leave at just under 50 per cent of the total swimwear market, NPD found. primary school each year unable to swim properly. “The swimming sector is very strong,” agrees Maru’s Roger Allen, The study, carried out by the ASA and Kellogg’s, sponsor of the who says he is pleased that swimming currently has a high profile, association’s swimming awards, found that in some areas of the UK thanks to initiatives such as the Big Splash and various celebrity-led almost three quarters of children were unable to complete one length swimming events: “Any antics that promote swimming increase sales of a standard pool. The ASA blames a decline of swimming and for swimming brands and so are to be welcomed.” enhanced lifesaving lessons in many schools, combined with a lack of encouragement from parents. KNOCK-ON EFFECT But Allen is one of many in the swimming sector who says he’s FAMILIAR STORY surprised by the ASA research. “Hopefully the knock-on effect of the Budget cuts have forced local councils to close large numbers of Olympics will bring swimming and sport in general higher up school swimming pools across Britain, leaving many children without easy activities,” he says. “The ASA must become a stronger body and access to local facilities. The research also revealed the role of make sure that all school children can achieve the 25 metre target by parents in helping their children learn to swim and discovered that the age of 11.” without school swimming many children would miss out completely Maru, which celebrated its 22nd birthday in May, has been on the chance to learn, as 15 per cent of parents admit they never making active swimwear since its launch in 1990 and Allen says the take their child swimming. brand is currently enjoying strong sales: “We are seeing good growth Worryingly, it appears that 29 per cent of parents don’t take their children swimming because they either can’t swim themselves or do not feel confident enough in their swimming ability to help their child in the pool. David Sparkes, chief executive of the ASA, says: “Swimming is the only subject on the national curriculum that can save your life, so it’s essential that government, schools and parents join us in taking action and break the cycle before we create a generation of non-swimmers unable to pass on this life saving skill to their children in the future.” But it’s not all bad news for swimming. At the end of April a record 26,000 people made a very ‘big splash’ - and raised over £1.3 million for charity - as part of the Swimathon Weekend. With 640 pools taking part, it was the biggest ever Swimathon event to date, with 9,000 more swimmers (including yours truly) taking part than in 2011 - including thousands of people swimming a Big Splash Mile for Sport Relief. Over that weekend more than 1,367 swimming sessions took place across the UK, with world champion and Olympic silver medallist Keri-Anne Payne helping set off a wave of swimmers in Stockport, and Swimathon president and former Olympic champion Duncan Goodhew showing his support in London. The Swimathon has gone from strength to strength since it began in 1986. Since then more than half a million swimmers have taken part and this year the global fundraising event joined forces with British Swimming and BBC’s Big Splash, Marie Curie Cancer Care and Sport Relief.
52 Follow us @SportsInsightUK Swimming Intro_SI Template 01/06/2012 15:20 Page 2
IN SEASON SWIMMING
in Europe and we know if we can find partners in the USA we can expand the brand further.” SWIMMING IS THE Despite reports of soaring sales of swimsuits in retailers such as Tesco ONLY SUBJECT ON and Asda, which are selling swimwear for as little as £5 or less, Allen says he is THE NATIONAL not particularly worried about the rise in ‘supermarket swimwear’: “Overall we have not CURRICULUM THAT seen a reduction in sales because of the supermarket pricing. Many of their sales are “CAN SAVE YOUR LIFE impulse buys, but our non-technical products such as swim shorts have taken a hit.” So what is driving sales for the brand at present? “Our Twenty 12 collection, featuring the Union Jack has been huge with ladies and kids, and the men’s styles chlorine, as recent research from Invista, one of the world’s largest are now taking off,” Allen explains. “The producers of fibres and polymers, recently revealed that only 53 per main range has had a very good reaction cent of women wash their suits after use, meaning that chlorine and from independent retailers, coupled with other hazards of the pool environment could make swimsuits more a ‘by return’ stock service.” likely to deteriorate. ” Triathlon continues to provide a Invista says Xtra Life Lycra resists fibre breakage more than five boost to sales at Maru, with training aids times longer than other chlorine resistant elastanes and a suit now sold by the company, including pull buoys, fins, drag shorts and containing Xtra Life Lycra will resist degradation from the damaging floats, as well as dive sticks, flyers and dive balls, right through to effects of the swim environment. ear plugs, nose clips and swim bags. Maru is clearly on the right track with its choice of material for “Due to the Olympics and a rise of interest in triathlon, the Pro T range. Invista research also revealed that 77 per cent of swimwear has become much more technical,” says Allen. “Our women are more likely to buy a suit labelled with this fabric performance range Pro T uses Xtra Life Lycra with a waterproof technology than one without. Teflon coating and gives optimal muscular compression. It has also Allen remains bullish about prospects for the brand during and been extensively tested for chlorine resistance - even after 200 after London 2012. He says: “British medals in swimming will drive hours of pool water exposure.” more children into the pool, so I am very confident this will translate into long term FABRIC sales. The more golds the better for the TECHNOLOGY swim sector.” It is just as well brands such as There can’t be many Maru are further developing swimming brands who would the resistance of swimwear to disagree with that.
www.sports-insight.co.uk 53 Swimming Profiles_football profiles1 01/06/2012 15:23 Page 3
IN SEASON SWIMMING SWIMMING
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54 Follow us @SportsInsightUK Aqua sphere_Layout 1 30/05/2012 14:46 Page 1
Tel: 0044 (01)1254 692200 www.aquasphereswim.co.uk Netball Intro_SI Template 01/06/2012 15:52 Page 1 backpageimages Since England Netball launched Back To Netball in 2009, thousands more women have joined local teams and the game continues to expand in other countries too, says Catherine Eade Retailers who might be wondering why so many women are opportunity to socialise at the same time.” popping in to buy ASICS Netburner Pro trainers or order a The initiative is not the only scheme launched by England Netball customised set of Gilbert netball dresses have got England to get increased numbers of girls and women chucking a ball around: Netball to thank. “We also have the High 5 scheme, which is encouraging youngsters to The organisation’s Back to Netball initiative, launched three years take up the sport from a young age at school,” adds Sexton. ago, has attracted over 18,000 participants so far. As the England High 5 is the recommended 5-a-side version of the 7-a-side Netball website explains: ‘Back to Netball is a gentle reintroduction to game for 9-11-year-olds, which gives children the chance to netball for adult females of all ages. It is about rediscovering the experience every position on court, as well as off-court roles. Many sporting ability you forgot you had, creating new opportunities to get primary schools have embraced the format, which encourages active, making new friends and having fun.’ mixed teams rather than the traditional female-only games of yore. The use of the internet is key here, with England Netball creating a SUCCESSFUL child friendly, ‘cool’ section of the website specifically designed to Sessions are coach-led and cater for all abilities, covering the basics appeal to the 9-11 age group. of the game, from chest passes to footwork. England Netball Initiatives such as High 5 and B2N come under the umbrella of spokesman Alex Sexton says the initiative has been hugely the overall branded netball initiative My Game, says Sexton, who successful. “We now have around 20 netball development adds: “My Game is showing that netball can be played by all, community coaches around the country delivering the Back to regardless of ability, social status and gender. We also provide more Netball initiative and have had over 18,000 participants join in the coverage on social media to keep players and potential fans as B2N sessions,” he says. updated as possible.” “The sort of women joining range from those whose passion for Netball has also received a boost from Sky, which recently the game died out after school to those who have moved area and broadcast the Netball Europe Open matches in a move that gave the want to get involved with the sport they love, while enjoying the sport welcome media exposure. International Federation of Netball
56 Follow us @SportsInsightUK Netball Intro_SI Template 01/06/2012 14:49 Page 2
IN SEASON NETBALL
Associations president Molly Rhone said: “This is brilliant news for netball fans and for the profile of netball and women’s sport. It is very important that we bring international netball to the widest NETBALL HAS audience and build up a powerbase of support for netball’s national teams.” RECEIVED A BOOST Alex Sexton adds: “This is obviously a huge positive for us and we strongly value our relationship with Sky and strive to FROM SKY, WHICH continue to put netball on the television.” Hellen Manufor, Netball brand manager for Gilbert, described RECENTLY BROADCAST the Sky broadcast as “brilliant”. “It brings welcomed exposure and growth,” she says. “I think England Netball is doing a great job “THE NETBALL EUROPE with initiatives such as Back To Netball, but more prime time exposure would be fantastic. The netball market is strong. We are OPEN MATCHES aware of austerity pressures, but Gilbert has seen continued growth over the last few years.”
the size of the Australian netball market and the success of the country at international level, but England Netball claims it’s happy with the situation in the UK. Says Alex Sexton: “Funding is healthy for netball and it is one of the highest performing sports in the Sport England” set of criteria. The Whole Sport Plan has just been finished for the next set of funding and we are hoping that our continued progress will see us receive more funding. We are working very hard to continue promoting the game and to attract commercial sponsors. Our league is not as large as the ANZ in Australia and New Zealand and the sport is hugely supported down under - our aim is to make the game just as big over here.” backpageimages RETAIL PERSPECTIVE OLYMPIC AIM Some UK retailers are reporting a growth in netball sales. “Women The Holy Grail for netball is obviously its inclusion as an Olympic are buying netball kit on a more casual basis around here, such as sport, but despite petitions to governing bodies and Olympic polo shirts or sweatshirts, rather than Gilbert branded clothing,” committees this doesn’t look like happening in the near future. says a spokesman for Morbec Sports in Essex. “The Gilbert- “Netball has been cut for consideration for the 2020 Olympics, branded clothing is more for the leagues, ex-England players, etc. but the International Federation of Netball Associations continues But we do a lot of teamwear, printing up polo shirts and so on for to fight our cause,” says Sexton. “To enhance our chances we teams in the area. Women tend to be good at organising games continue to spread the word of netball globally and the game is among themselves, rather than being part of any particular getting bigger in the Americas and Africa.” organising body, and netball is massive in terms of players.” Backing up this viewpoint, the IFNA was recently shortlisted Adrenalin Sports in Surrey also painted a positive picture of for a prestigious SportAccord Spirit of Sport Award due to its the sector. “We sell a lot of ASICS Netburner and Netburner Pro creation of ‘Netball Safaris’, an initiative that has introduced shoes - both to parents of schoolgirls who play and to 30- netball to thousands of new players in Africa, boosting interest in something women who are playing regularly,” said the manager women’s sport and given many girls their first opportunity to play. there. “We sell a lot, it’s very strong in this area.” Whether the sport manages to make it into the Olympics or While many players favour the traditional netball outfit of T- not, globally netball is still moving into new markets - and shirt and shorts or skirt, technological innovations are taking place continues to inspire players. within the game just as fast as in other sports. SKINS recently announced the results of a new study into the effectiveness of compression garments in the Journal of Science and Medicine in Sport. The study investigated the effectiveness of SKINS gradient compression garments in improving physiological variables in a netball specific circuit. Data recorded using a GPS of nine subjects revealed greater distances were travelled at a faster velocity when players were wearing SKINS, compared with the usual netball attire. “The results of this study suggest that during a netball game players may be able to cover more distance during short sprints by wearing SKINS gradient compression garments than without them,” says Karen Potter, the company’s marketing coordinator. If word spreads about the advantages players could enjoy with SKINS and other compression garments, these could form another revenue stream for retailers wanting to expand their netball range. The Australian government recently pledged $2.6 million
(£1.6 million) to netball down under, a significant sum that reflects backpageimages
www.sports-insight.co.uk 57 Saucony_Layout 1 01/06/2012 14:12 Page 1 FIND YOUR STRONG Due to continued growth in the running and sport specialist market, Saucony are expanding our team and recruiting for two Technical Representative roles.
Regions: Role 1 - Midlands & Ireland. Role 2 - North of England & Scotland
Responsibilities: The Technical Representative role is a vital position within a growing running brand. “Tech Reps” are in the front line in Saucony’s regular communication, education and relationship building with both retailers and consumer.
Our tech reps are responsible for staff training, in-store branding and merchandising, event support and marketing. They provide essential support to the UK and Ireland sales team.
Requirements: Strong running product knowledge, the ability to interact with shop staff and excellent presentation skills are essential. Empathy with consumers as a runner or regular sports participant is vital. Podiatry and/or biomechanics studied to degree level preferred but not essential. IT skills including experience with MS Office (Powerpoint, Excel & Word) also beneficial. Both roles require regular weekend work, with time given in lieu.
Renumeration: Competitive salary, company vehicle and benefits package.
Closing date for applications: 25th June 2012. Start date: 1st August 2012
For further information please check www.saucony.co.uk or email [email protected] or send your CV to Office Manager, Saucony, The Lodge, 3A Golf Course Lane, Dean Hill Park, Salisbury SP5 1ET Team kit pro_Layout 1 30/05/2012 14:46 Page 1 balls, backboards, portables and teamwear now available together!
For further information call 08448 849861 or see your Uhlsport sales agent: Scotland: Eric Muir 07940 598779 Northern Ireland: Brian Hutchinson 07595 543835 North & Midlands: Dan Hume 07960 013475 London & South East: Bob Ludlam 07973 394004 Wales & South West: Mike Morgan 07973 802986
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Behavioural pricingo looksn set toc entert a newi era, thanks felargely to the rise of social We’ve all experienced behaviourale pricing.r media, says Dave Howell The cost of flowers increases around Valentine’s or Mother’s Day and petrol What is the ‘perfect price’ for goods or services? stations,P reacting to a potential fuel shortage, The answer to this question has been somewhat of a hike their prices accordingly. Holy Gail in retailing for decades. Many economists Retailers already use regional price variations, have spent years developing algorithms to come up while loyalty cards, which attract regular discounts, are with an answer, but all of their research was missing now an established part of the retail pricing landscape. one vital component - detailed customer behaviour data. Retailers can now access that information from NORM a wide range of sources, not least their own website. This kind of behaviour has been the norm across Martin Petts of social media marketing specialist the retail space for decades. What is different today Social Stamp says: “There are currently consumer is the level of information businesses have about intelligence companies that work with brands to their customers and how they behave. With this understand what you are buying and use that knowledge, behavioural pricing looks set to enter a intelligence to offer you something to buy next. The new era, thanks largely to the rise of social media. data about you is out there.” Last January a blog post appeared that heralded 2012 as the year of behavioural pricing. In it Alex PROFILE Gannett, founder of CampusSplash, proclaimed: ‘This With Facebook approaching a billion active user year will mark the end of static pricing. The use of your accounts, the level of information available about tweets, credit score and web history in ecommerce consumer behaviour has never been higher. As pricing is frightening - but ultimately unavoidable.’ consumers are increasingly happy to reveal personal Already companies have begun to appear that details in order to gain the best rewards, this help retailers price their goods in accordance with information can now be collected to form a their competitors. BlackLocus and Adobe comprehensive behavioural profile. AudienceManager are just the first of what is expected The key issue with behavioural pricing is how to be a huge market sector over the next few years. customers are likely to react - social media, if “Consumers are more sophisticated and pricing is nothing else, has given a great deal of power to more transparent than ever before - especially online,” them. If they feel mistreated by retailers they can says Morgan Flager, a partner at Silverton Partners, an make their feelings known very vocally and very investor in BlackLocus. “BlackLocus helps retailers to quickly. The conversations that now take place succeed in this environment by allowing them to between consumers will, of course, include price. rapidly respond to their competitive environment and The issue then becomes whether a retailer can better understand how pricing effects conversion.” practice behavioural pricing and get away with it.
LAST JANUARY A BLOG POST APPEARED THAT HERALDED 2012 AS THE YEAR OF “BEHAVIOURAL PRICING 62 Follow us @SportsInsightUK ” Etailing One_SI Template 01/06/2012 14:37 Page 2
E-TAILING
According to the latest Global Trust in Advertising report, market software downloads - drive much of the online economy in the UK, research specialist Nielsen shows that word of mouth supported by a secondary typology of women in their mid 40s spending recommendations are still a strong force in the marketplace. If mainly on financial products and in online department stores. Among behavioural pricing was to become the norm, it will be interesting to these heavier spenders, further purchases are likely to be prompted by see how trust in brands and the advertising they use would be affected. delivering a more interactive online experience and one in which they Are we entering a world where the prices on your web page can trial or gain better understanding of the products in question.’ change depending on who is viewing it? It may seem like some “Every day we hear reports that consumer spending is under way off, but a system is already being developed to automate this pressure, but ecommerce continues to grow at a healthy rate,” says process. And consumers may be playing right into its hands. Gabriel Hopkins, head of ecommerce products at WorldPay. A new report from conversion expert Monetate reveals that a third of US consumers would prefer to use their social login details to access PRIVACY their ecommerce accounts. Not surprisingly, using their Facebook login What is most concerning about behavioural pricing is privacy. Users details was the most popular. This desire to use social login could deliver of Facebook have been highly vocal about this issue for several just the information that behavioural pricing would be based upon years, forcing the company to tighten its security. However, where The commercial driver behind behavioural pricing is behavioural pricing is concerned the data that pricing could be ecommerce. According to the latest research from online payments based on would usually be in the public domain. provider WorldPay, UK consumers spend 25 per cent of their For retailers, the tried and tested methods of behavioural pricing disposable incomes online. This is the highest of all EU nations and that are linked to loyalty or special events still have a huge commercial two per cent higher than consumers in the US. value. However, as social media continues to become more and more The WorldPay Global Online Shopper Report revealed: ‘Younger a part of consumers’ everyday lives behavioural pricing will inevitably shoppers primarily in their early 20s - buying clothes, sports gear and become more sophisticated and touch every retailer.
www.sports-insight.co.uk 63
European championship 2012
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uhlsport Euro advert for sports insight magazine_210x297_RZ.indd 1 22.05.12 07:52 Counter_SI Template 01/06/2012 14:34 Page 1
TAIL-ENDER UNDER THE COUNTER A sideways look at the world of independent retailing
In the past we’ve never been bothered The CCTV stuff came into its own much by shoplifters, probably because on only the second day we’d had it there’s not much in the shop worth when Norman found a box of stealing, but the return of the recession three minimum aerodynamic drag seems to have changed all that. tennis balls had disappeared Last week someone distracted my assistant from the counter next to the till, Norman long enough to walk out with two and this hoodie with a face squash racquets and a packet of freezer gel piercing and black fingernails sticks down the back of his trousers. And a few was acting pretty suspiciously days earlier a running shoe disappeared from on the surveillance monitor. the display cabinet near the door. Norman The fact that he was the thought he had seen a one-legged cove with a only customer in the shop at dog hopping surprisingly quickly past the the time also made things benefits office, but we couldn’t prove anything. look pretty black for him, too. I put the ‘Closed’ sign on SECURITY the door and said: “Turn out Times are hard enough, goodness knows, your pockets, pal,” in a voice I without villains legging it with our hoped sounded like that bullying ask his advice. “Now you’ve told me merchandise, and so we asked Norman’s detective in Life on Mars, but which Norman about an alleged misdemeanour, I’m obliged mate Terry, who’s in security at Tesco, to slip later said reminded him more of Arthur Daly to report it,” the brother-in-law said. “Pity. I round in his lunch hour and give us a few tips in Minder. was just going to IKEA with the wife.” on how to make the place more secure. “Don’t you touch me,” said the lad. He arrived 10 minutes later with a female To give him his due, Terry knew his stuff. “You’ll be violating my human rights. My community liaison officer carrying a He was quick to find that the locked front probation officer and lifestyle counsellor briefcase of victim support leaflets. “Hello door could be opened with a well placed kick warned me about people like you.” Darren,” she said. “How’s your mum?” and that if you took the piece of cardboard “I know his dad,” Norman said. “The out of the toilet window you could reach in whole family have got ASBOs. There was a SEARCH and disconnect the burglar alarm. He’s doing picture of them in the Daily Mail.” A quick search revealed no tennis balls on us a good deal on some second-hand CCTV “Why would I want tennis balls?” asked the the suspect. “He’s hidden them while we gear, which he says is a wise investment in lad. “They’re not hard enough to hurt anybody.” were waiting for you,” Norman said. “In the view of how much is being nicked nowadays. “To sell them, I expect,” Norman said. old days you’d have been here on your bike in For instance, according to Terry, the average “Or to sniff the bonded water repellent. The half the time.” shoplifter commits nearly 50 thefts before being worst thing they ever did was to abolish “I told you I didn’t have them,” the lad said. caught and one out of every 20 people coming national service.” “It’s victimisation. We live in an accusatory into your shop is apparently a potential thief. It was lunchtime and a few people were society. No wonder I’m stressed out.” “They’re getting so cocky,” Terry said. trying the door. Not only had we lost three “We could arrange a stress counsellor,” Only that morning he had caught someone tennis balls, but now we were losing said the female community liaison officer. “Or red-handed putting a joint of beef from the customers, too. On top of that, I seemed to you could attend a stress workshop if you deep freeze up their jumper. “I said: ‘What be getting a migraine. prefer. Perhaps we can work out some dates are you doing with that?’ And she said: ‘Roast Norman escorted the suspect into the that fit in with your community service?” potatoes, carrots and a few Brussels sprouts, back office. He then rang his brother-in-law, That seemed to be the end of the matter, if it’s any of your business’.” who’s a police community support officer, to apart from the hoodie threatening to sue us for wrongful arrest, kidnap and violation of the freedom of the individual. Of course, there was still the matter of the missing tennis balls, but TIMES ARE HARD ENOUGH, perhaps it’s worth mentioning that Norman found them down the side of the till. I’ve told GOODNESS KNOWS, WITHOUT him that if we don’t keep that to ourselves we might read about it in the Daily Mail, too. VILLAINS LEGGING IT WITH Meanwhile, he has instructions to make sure that when every 20th customer comes OUR MERCHANDISE into the shop he keeps a very sharp eye on “ the CCTV. 66 Follow us @SportsInsightUK ”
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For more information on how to become a stockist please contact: South West - Mike Morgan - 07973 802986 - [email protected] South East - Richard Morris - 07778 159180 - [email protected] East and Midlands - Malcolm Stedman - 07768 937370 - [email protected] North & Scotland - James Lawrence - 07545 939316 - [email protected] Ireland - Mark O'Neill - 00 353 876 358525 - [email protected]