SportsSERVING THE SPORTS TRADE IN THE UK AND ROI www.sports-insight.co.uk £3.50 FEBRUARY 2012 Insight THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS

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INSIDE THIS ISSUE SEE PAGE 23

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Off er ends 30th April 2012 ULTIMATE PERFORMANCE SUPPORTS AND TAPES FOR ULTIMATE PERFORMERS LAUNCHING JANUARY 2012 Forming part of a dynamic range of sports performance products and accessories, new Ultimate Performance advanced body supports and tapes provide exceptional quality and application, at highly competitive prices.

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£17.99 £14.99 £29.99 £17.99 £17.99 Carpal Tunnel Wrist Thigh Support Shoulder Support Open Patella Knee Neoprene Ankle Brace UP5366 UP5340 UP5235 Support UP5310 Support UP5225 Find out more about stockist opportunities and launch activity by contacting the sales team on 01923 242 233 today. supports • hydration • tape • laces • apparel • accessories www.ultimate-performance.co.uk “The fact that we can depend upon GORE-TEX® fabrics to remain durably waterproof under real-world conditions makes them ideal for use in our mountain shells.”

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Since 1961 Mountain Equipment have been making outdoor clothing. Using the latest GORE-TEX® fabrics, they have created a cutting edge range of garments for serious enthusiasts. Developed and tested by many of the world’s most accomplished mountain athletes, these products have been proven to protect against the harshest of environments.

Trusted brands choose GORE-TEX® product technology.

© 2012 W. L. Gore & Associates GmbH. GORE-TEX, GUARANTEED TO KEEP YOU DRY, GORE and designs are trademarks of W. L. Gore & Associates IN THIS ISSUE CONTENTS 02.12 E-CATALOGUES ABC Certification SportsInsight working with To view, download or print the latest trade Sports Insight has a current ABC certified circulation of e-catalogues visit www.sports-insight.co.uk. 5,496 (audit period July 1, 2010 - June 30, 2011). The Easy to use, viewable on any device and saving Audit Bureau of Circulations (ABC) is an independent the environment. audit watchdog that verifies magazines’ circulation figures, providing accurate and comparable data for advertisers. ONLINE COMPETITIONS ABC Certification demonstrates a media owner’s integrity, in Go to www.sports-insight.co.uk and check their willingness to be audited and to conform to industry standards. out the online competitions for your chance to win.

WEEKLY E-NEWSLETTER Are you missing out on the latest industry COVER STORIES news? Then subscribe to the only FREE 30 MY SPORTING LIFE weekly e-newsletter for the sports trade and Grainne Murphy, Ireland’s golden girl of swimming keep your finger on the pulse. COUNTRY MANAGERS To subscribe simply go to 32 WWW.SPORTS-INSIGHT.CO.UK An innovative alternative to local distributors and subsidiaries? TWITTER Follow us @SportsInsightUK to keep up to 36 JOINED UP RETAILING date with breaking news and special Sports How to boosts sales with effective customer Insight offers. relationship management 62 TESTING TIMES Assessing changes to your website REGULARS before they go live is crucial to boosting its performance and profitability 10 NEWS Latest headlines, key dates and events 66 UNDER THE COUNTER A sideways at the world of independent retailing 14 KIT STOP Essential stock for your shop IN SEASON 20 FOCUS ON 40 HOCKEY Quotemykit.com 46 TECHNOLOGY 50 SWIMMING 22 TALKING SHOP Andy Rayner, manager of Runners Need in Spitalfields, London FEATURES 8 SHOE BUSINESS MOVERS & SHAKERS 24 The NPD Group reveals the latest consumer Alistair Mcpherson, executive director trends in the sports footwear sector of sales at Ralawise 28 PARALYMPIC PURSUITS 27 FSPA FOCUS What are the issues facing manufacturers that The latest news from the Federation of cater for disabled sports people? Is this a growing Sports and Play Associations or still a specialist market? 58 RISE OF THE CLOUD 34 BACK TO THE FUTURE Is 2012 the year your business embraces Don’t ignore the trend for vintage and retro in the cloud computing? sports retail market

Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media (2000) Limited. The views expressed in Email: [email protected] Publisher: Matthew Tudor this 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 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 (2000) Ltd, 21-23 Phoenix (audit period July 1, 2010 to June 30, 2011) Group Advertising Manager: Sam Reubin Court, Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues)

06 Follow us @SportsInsightUK 45 YEARS OF SPANISH FOOTBALL HERITAGE Don’t miss out on the opportunity to become an Official Specialist Stockist. Joma Sport will be presenting the 2012 Teamwear and Footwear Collection at the venues below. If you would like to attend these presentations to discuss the opportunity of becoming a Joma supplier please call one of the numbers below to book your place.

South of England, Reading Madejski Stadium, 9.30 am to 6pm, 14th, 15th and 16th February Joma Specialists enjoy: Jon Haile 07540 049814 • Post code exclusivity • Designation as Official Supplier of Joma North of England, The Crown Hotel, Crown Place, Harrogate, Teamwear and Footwear 9.30 am to 6pm, 21st, 22nd and 23rd February • 24 Hour Direct ordering system with Joma HQ North East -Mark Kirkup 07703 719547 • Direct contact with grass roots and regional North West -Ian Ralph 07713 286969 semi pro football clubs • Most competitive pricing ever Scotland, Sherbrooke Castle Hotel, Glasgow, • Marketing support including sales leads 9.30am to 4pm, 29th February and 1st March provided by Joma Jon Haile 07540 049814 • Outstanding delivery lead times

With over 40 years experience of designing and manufacturing the apart. We have significantly increased the turnover of the retail highest quality technical football team apparel and boots, Joma has operations of all of the customers we have partnered with and we established itself as one of Europe’s premium football brands. have enjoyed fantastic coverage with our teams playing in Europa As official supplier to Spanish giants Valencia C.F and footwear Cup and Champions League competition. Now a subsidiary here in sponsor of Liverpool’s Pepe Reina, Joma continues to enhance its the UK, the demand for the brand has been unprecedented and our reputation for supplying the finest footballing products for teams delivery record has been 1st class. competing in the world’s most demanding leagues. Based near Toledo, close to the Spanish capital and with its historic architecture, Additionally, Joma also sponsors the Spanish Athletics Federation cosmopolitan vibrancy, artistic culture and famous footballing and after a successful World Championships in Barcelona in 2009 rivalries, Joma represents a global infatuation with the game that the Spanish Olympic squad will be supported by Joma in the encompasses intense emotions, provincial patriotism and a passion London 2012 Olympics. With Top players like Feliciano Lopez for the game that runs deep in the veins of every true supporter. and Juan Carlos Ferrero also choosing Joma, it underlines why now Joma is now one of the top ten sports brands in the world. The Spanish flair that is synonymous with JOMA is evident throughout the whole JOMA range. The brand’s commitment to producing high quality products with a high level of technical excellence sets it www.joma-sport.com SHOE BUSINESS

The NPD Group reveals the latest consumer trends in the sports footwear sector

Through the publication of its trading statements, Sports increased and helped the retailer maintain growth in recent years. Direct has confirmed its leading position in the sports retail Sports style or leisure is by far the largest category in footwear and market over the past few years. By maintaining competitive even a one per cent growth or decline within this category will lead to pricing, it has generated high volume sales among cost substantial retail sales gains or losses. JJB Sports, suffering from strong conscious consumers. declines since the recession started, lost tens of millions of pounds in Sports Direct’s performance has not come as a surprise, however this category, which has affected the overall footwear market. whether JD Sports would be able to sustain consumers’ desire for its Today leisure footwear sales through multiple door sports retailers premium, high priced fashion products during a difficult economic are still below 2008 levels, as sales via JD Sports and Sports Direct climate was less certain. haven’t fully compensated for declining sales at JJB. Further changes have occurred in the sports style footwear market, with sales through SUCCESSFUL internet stores, supermarkets and factory outlets increasing. It turns out that the new owner of Blacks Leisure has been quite The sports style category has much less pronounced peaks and successful, firmly cementing its position as the second biggest sports troughs than other footwear categories - its best and worst retailer in Great Britain. performances were plus two per cent and minus three per cent, JD Sports’ ability to provide consumers with a wide range of compared to the outdoor sector, for instance, which grew six per cent exclusive products from brands such as Nike and , as well as an at its best, but also recorded a 13 per cent decline, according to increasing number of exclusive licences and own brands, has been NPD’s Online Consumer Panel. the key to its success. Consumers’ desire for sports style shoes has We can broadly separate footwear into two distinct categories - shoes

08 Follow us @SportsInsightUK FOOTWEAR

LEISURE FOOTWEAR SALES THROUGH MULTIPLE DOOR “SPORTS RETAILERS ARE STILL BELOW 2008 LEVELS

Consumer Panel. In addition, black has gained in popularity to reach the same level as white sports style shoes purchased in 2011. The leisure category is different to the other main sports footwear categories, where either black or white shoes dominate. In running, for instance, white is significantly more” popular than black, whereas in football it’s the opposite. In the outdoor sector, black footwear is the most popular, with white in sixth place.

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.

made primarily for sport and those primarily made for leisure. But from a consumer’s point of view, there’s not a clear distinction. LIFESTYLE A large number of leisure shoes are used for sport, and this trend has grown over the past four years. Conversely, a significant proportion of consumers purchase sports shoes for leisure purposes, meaning the look of the shoes is more important than how it performs. For example, a wide number of , skateboard or tennis shoes are used for leisure and their purchase is perceived by consumers as a lifestyle one. If we look at the sports footwear market as a whole, combining both sports and sports inspired shoes, we can see one out of every two pairs of shoes purchased are intended for leisure purposes. Although predominantly blue shoes have caught the eye of an increasing number of consumers, black and white remain the two key colours. Three out of four sports style shoes are either predominantly black or white, according to NPD’s Online

www.sports-insight.co.uk 09 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 INTERSPORT ISPO BEIJING FEBRUARY 22-25 Spring Campaigns China National Convention Center

Intersport launches their 2012 marketing calendar in style with SMMEX 2012 MARCH 5 two strong brand campaigns with and adidas for February. Wembley Stadium The exclusive Puma football campaign - WE share the Same - represents the evolution of Love=Football and explores the notion of football being as equal a sport for professional players as it is for the STAG ALL IRELAND everyday amateur. Puma have created a dedicated Intersport exclusive BUYING SHOW 2012 campaign that integrates perfectly with the Intersport brand’s ‘Sport to OCTOBER 21-22 the people’ identity. The exclusive Speed boot can be seen on pitch on Tullamore Court Hotel Aguero and Falcao, who also feature in all advertising and POS materials. Tullamore, Co Offaly The adidas running campaign highlights the technical running business through Supernova, focusing on the Supernova Glide 4 with STAG BUYING SHOW 2012 the headline ‘Conquer Concrete’. With a fantastic product call-out for NOVEMBER 18-19 men and women to be confident from to toe with expert advice Four Pillars Hotel from their local Intersport store with impactful POS support to highlight Cotswold Water Park the product features. INDEPENDENT SPORTS SHOP RECOGNISED FOR RETAIL EXCELLENCE Sheffield-based running store Accelerate scooped the Meadowhall Excellence in Retail Services Award at Sheffield Chamber of Commerce & Industry’s annual business awards event on January 19. “We are delighted to receive this award - it’s great to be recognised for excellence in retail,” says Accelerate managing director Stuart Hale. “Customer service is at the heart of everything that we do, in store and online. “Since we opened our doors in February 2009 we’ve believed that providing excellent service is the way to build our business. We treat our customers - old and new - as we would want to be treated. It’s as simple as asking how their running is going or remembering which event they are training for.” Hale adds: “While we aim to provide the greatest range and choice of running shoes and equipment, ultimately we know that without the right service approach customers won’t return. Our team are all passionate about running, and about Accelerate, and they are all to thank for their contribution in our winning this award.” Stuart Margetts, Meadowhall’s retail director, described Accelerate is a worthy winner. He says: “As a company they have led the way in terms of product and store innovation, excelled in terms of customer service and demonstrated a strong financial performance.” Accelerate is currently achieving 40 per cent sales growth year on year. It runs the Accelerate Gritstone Series, which brings together seven of the area’s fell races. It’s also involved with events such as Sheffield’s Adventure Film Festival and will be part of the ‘Running Expert’ night Stuart Margetts of Meadowhall with line-up. Debs Smith and Stuart Hale of Accelerate

10 Follow us @SportsInsightUK “Superman don’t need no seat belt.” Muhammad Ali’s response to an air stewardess’ request to buckle up before a flight from Washington DC to New York

MODEST RISE IN JD SPORTS’ UK REVENUES CHRISTMAS SALES KEEP ON GROWING Like for like sales during the five weeks to January 7 increased 1.6 per cent at JD Uhlsport UK has increased revenues for the second year running Sports, which also said it’s maintained gross profit margins broadly in line with 2011. by over 25 per cent. The retailer, which recently bought Blacks out of administration for £20 “The growth comes from a continued commitment million, also said Chausport performed well during the Christmas period and to goalkeeping as a complete category, alongside a while ’s sales continue to be affected by the difficult economic huge global investment in stock to support our environment in the Republic of Ireland this has been offset by an increase in teamwear programmes,” says country manager margins from improved operational execution. Paul Sherratt. Sprinter saw a marginal decline in sales, but JD said it remains pleased A number of Premier League with the overall direction of the business, adding it anticipates opening the first goalkeepers wear Uhlsport kit, JD stores in Spain in the first half of 2012. including Pepe Reina at Liverpool, Peter Cowgill, JD’s executive chairman, says: “I would like to thank all our and the brand looks set to have the staff, who through their efforts and commitment in this busy trading period highest number of sponsored have helped deliver this creditable result.” goalkeepers at Euro 2012. Sherratt’s Solutions for Sport business has represented the MCDAVID HEXPAD brand since 2008, during which time the Uhlsport business has doubled in turnover. TOPS THE CHARTS He recently announced that Body protection and sports supports brand McDavid recently ran an in-store has been added to the incentive with JMS Rugby in Bath for its innovative HexPad rugby protection range. Uhlsport UK business alongside Pictured receiving his iPod touch for being the top salesman during the handball brand Kempa and further campaign is Alex Wright. aggressive growth is anticipated for 2012. Commenting on the promotion, country manager Paul Sherratt said: “Our Solutions for Sport also successfully Hexpad product range is unique in represents McDavid. being compression fit with moisture “The synergies that we have across our management and has the ability to be brand portfolios are getting increasingly machine washed and dried. stronger as our client base grows,” explains “It is this point of difference, along Sherratt. “We have a committed team that is with an excellent fit, that has constantly excited by the prospect of continued growth at established the brand among the top a time when many of our competitors are selling items of rugby protection within finding the market challenging.” specialists such as JMS Rugby.”

Sponsorship …McDonald’s has extended its deal as the official restaurant of the Olympic Games for a further eight years…Northampton Saints and England full back Ben Foden has become an ambassador for Multipower News Sportsfood…event management and sports marketing agency Nova International has signed Aqua Sphere as the official swim kit partner to the British Gas Great Swim Series 2012, Europe’s largest open water mass participation programme. In addition to supplying a swim cap to every participant, Aqua Sphere is making available its range of wetsuits to hire or buy from Tri-store, the new official wetsuit rental partner, via the Great Swim website (www.greatswim.org). Aqua Sphere is also offering its award winning goggles at a special rate for all those taking part. Comprising five open water events, for which wetsuit wear is compulsory, the British Gas Great Swim Series opens with the Great London Swim on May 2…the French Rugby Federation has signed a new long term contract with as its official and exclusive ball supplier…Essex has agreed a three-year agreement that will see Gray-Nicolls become the county’s new official kit supplier. The partnership will launch with three new replica shirts ahead of the 2012 season… will be the official partner of the 2012 Swimathon Weekend, which takes place on April 27-29. Swimathon is the world’s largest fundraising swim and is hosted in swimming pools throughout the UK. The last event saw 580 swimming pools throughout the UK participate…ASICS has signed 2011 US Open tennis champion Samantha Stosur to a multi-year contract. The brand said it will not only be developing tennis equipment with Stosur’s input, but also training and fitness products…UK-based tennis brand MANTIS has signed former British number one Greg Rusedski as a brand ambassador. The new addition to the MANTIS team comes on the back of a successful first full year in the market, which has also seen the company become the official tennis racquet and ball partner to the AEGON Masters Tennis Championship. Rusedski, a US Open finalist, former world number four and Great Britain Davis Cup star, will play a major role in future product development and an active part in the testing of new MANTIS ranges. The Wimbledon quarter finalist will be using a MANTIS Tour 305 racquet in his day-to-day role as a talent and performance ambassador for the Lawn Tennis Association…Warrior Sports will be Liverpool FC’s new kit supplier from June 1. The US company, which is owned by , says the six-year deal represents the starting point in its global football journey… is to be the headline sponsor of the Cambridge Half Marathon. 3,000 runners will take to the streets of the city on March 11 to raise money for Cancer Research UK…PUMA has signed a long-term partnership with Netherlands international and Manchester City midfielder Nigel de Jong, who will wear PUMA PowerCat 1.12 boots and become another key performance icon in the sportlifestyle brand’s global communication plans… has agreed a multi-year partnership with Michael Dawson of England and Tottenham…

www.sports-insight.co.uk 11 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 2012 CATALOGUE AVAILABLE FROM JAKABEL Jakabel, the fast growing UV protection wear and pool toys supplier, has launched its 2012 catalogue. Bigger, better and in full colour, Jakabel’s ranges are second to none in terms of design, quality and price. ‘Must sees’ include the new GB unisex range and the original dolphin striped ranges, plus many new and exciting pool toys. For more details visit www.jakabel.com.

LANDLORDS WILL HAVE TO THINK HARD ABOUT ANY BLACKS LEASE CONCESSIONS, SAYS BPF The British Property Federation has hit back at reports that JD Sports, the new owner of Blacks Leisure, intends to renegotiate many of its leases by stating landlords will be happy to sit down and talk, but any pain must be shared. The struggling outdoor sports retailer angered landlords in 2008 by expanding back into stores it had previously disposed of through the use of a CVA. “Landlords supported Blacks in a CVA two years ago and will continue to assist businesses in trouble, mindful of the impact it has on their own pensioner investors,” says Liz Peace, chief executive of the British Property Federation. “JD Sports had the money to buy Blacks, and as JD Sports is a solvent business landlords will have to think hard about any concessions, bearing in mind the impact that would have on Blacks’ competitors and their own investors.” Adds Peace: “In securing support for the previous CVA, a collaborative approach worked well in ensuring the business survived, albeit temporarily, largely with the help of its landlords, and it would be a pity if that goodwill was repaid with new owners seeking to dictate terms. “Any concessions would come at the cost of lower pensioner incomes, who are also struggling in today’s tough climate.”

12 Follow us @SportsInsightUK “Mr Ali, Superman don’t need no plane.”” The stewardess delivers a perfect verbal counterpunch to ‘The Louisville Lip’ UNDER ARMOUR REVENUES TOPPED $1.47 BILLION LAST YEAR Revenues at Under Armour increased 38 per cent to $1.473 billion during 2011, the company’s highest overall growth rate since 2007. “Our apparel business surpassed the $1 billion mark and we demonstrated our ability to broaden the addressable market for the brand with the introduction of our premium cotton platform,” says Kevin Plank, chairman, CEO and president of Under Armour. “The strength we continue to see in our apparel and direct-to-consumer businesses affords us the ability to continue to make strategic investments in other long-term growth drivers like footwear and international.” Net revenues increased 34 per cent in the fourth quarter of 2011 to $403 million.

Other Q4 highlights include: ● Net income increased 42 per cent to $33 million. ● Apparel revenues rose 27 per cent to $323 million. ● Footwear revenues went up 43 per cent to $31 million. ● Accessories revenues rocketed 149 per cent to $37 million. ● Gross margin was 51.6 per cent, compared to 51.7 per cent in Q4 2010.

“With the credibility we have built with our consumers, we upheld our premium positioning in the marketplace in 2011 by delivering compelling innovation through programmes like Charged Cotton and our Charge RC running shoes,” says Plank. “We remain focused on long-term profitable growth. This means continuing to target distribution where our consumer is looking for us and that is appropriate for our brand. It also means balancing new, relevant innovation stories such as our ColdBlack apparel technology with reinvigorated product in our heritage baselayer programmes. “Finally, the operational discipline we continue to add across our organisation will help maximise these drivers to our bottom line.”

…The triathlon business community has Sports incorporated a new trade body, the Triathlon Industry Association, to act as shorts a central representative for UK-based manufacturers, distributors and suppliers of swim, bike and run products. Founding members include Aqua Sphere, Chain Reaction Cycles, Clif Bar, Dean Jackson, Orca, Speedo, TCR Shows, TFN, Tri247.com, triathlonbusiness.com, Xtra Mile Events and ZipVit. For more information visit www.triathlonindustryassociation.org… ITV has agreed a new two-year deal with The Football Association for the broadcast rights to The FA Cup and England internationals, including home qualifiers for the 2014 World Cup…Runners Need will be opening its 26th UK store in early March. The running specialist’s 13th London outlet will be located in Wandsworth, south London and is to share premises with Cycle Surgery. It will feature video gait analysis technology as well as a wide selection of running clothing, footwear and accessories from brands including Nike, Brooks, Asics, adidas, Gore, 2XU and Saucony…The FA Cup has delivered almost £650 million in prize money, TV payments and gate receipts to participating clubs during 2001/02- 2010/11, according to a recent report from Deloitte. The figure is broken down as gate receipts £413 million, prize money £121 million, TV payments £109 million…Shock Absorber has rebranded with a new logo and product segmentation. It’s also got a new ‘face’ - ex-professional tennis player Kimberly Zakine. The rebrand will be supported with updated fixtures, PoS and a new website, which will launch later this year…

www.sports-insight.co.uk 13 PRODUCT ROUND-UP KIT STOP Essential stock for your shop

TEAM COLOURS For teams who like to ensure their players always turn out looking their best, bespoke manufacturer Team Colours is ready with the complete service - whatever your sport. With a quick turnaround time and no minimum quantities - using quality fabrics and with full printing and embroidery - Team Colours offers a wide selection of quality multisport teamwear, training kit and sports accessories.

For more information call +44 (0)1920 876 240, email [email protected] or visit www.team-colours.co.uk.

TOP MARKS TO BRAND CARIBEE BACKPACKS AGILITY FOR GREAT Brand Agility is delighted to announce the 2012 Caribee UK launch, featuring SCHOOL BAGS an exciting new range of backpacks with retail price points starting from £15. Brand Agility is delighted to announce the Impala 28L: RRP £27.50. Trail 30L: RRP £49. arrival of the latest backpack brand from ● Caribee offers quality products at reasonable prices. the States - YAK PAK. ● No minimum order. YAK PAK has pioneered the trend of ● Delivery next day from stock. bringing fashionable prints to the ● Free shipping on orders over £250 (mainland UK - £350 NI and ROI). backpack market, and all come with a ● Free point of sale material. lifetime warranty. The brand is popular with school children and has a loyal following of UK children on Facebook. Retail price points start from £19.99.

Four styles are available: ● Deluxe backpack - RRP £27.50-£30. ● Basic backpack - RRP £24.99. ● Mini backpack - RRP £19.99. ● Basic messenger - RRP £24.99.

In a multitude of To find out more about YAK PAK and vibrant colours, YAK arrange an appointment with PAK is available to representatives in your area call order now from stock. Jacquie Sandison on 0131 554 5555 No minimum order. or email [email protected].

For further information on Caribee call Jacquie Sandison on 0131 554 5555 or email [email protected].

14 Follow us @SportsInsightUK www.sportindustry.biz

SENSPORT ADRENALIN CRICKET Adrenalin by Sensport is a range of stylish, cutting- edge garments in high performance fabrics. ■ Twenty20 styles available in combinations of 18 colours. ■ Long-sleeved and short- sleeved playing shirts. ■ Professional quality at cost-effective prices. ■ Junior and senior sizes. ■ Lead times of 6-8 weeks. ■ Minimum order 15 units per style.

For more information on Sensport Adrenalin call 02476 644 666, email [email protected] or visit www.sensport.co.uk.

www.sports-insight.co.uk 15 PRODUCT ROUND-UP TC S SHOCK DOCTOR a r

It’s highly recommend that the right mouthguard is used in all contact and collision t l sports in order to protect the teeth and oral facial area. Shock Doctor has grown from being the undisputed leader in mouthguard technology, to being the leading U innovator in sports protection around the globe.

Best option: ULTRA STC ● Absorbs shock using air technology. ● Gel-Fit liner for tight, comfortable fit. ● Shock Transfer Core stabilises and shields teeth. ● Air Cushion Shock Pads for more comfortable jaw compression. All products are ● More performance enhancement may increase strength and available in national athletic performance. sporting goods shops, ● Convertible tether for use with or without strap. and for online visit ● Compact size for easier breathing and speaking. www.eninety.com. Better option: GEL MAX G ● Comfort and protection in a variety of colours. e ● Gel-Fit liner for tight, comfortable fit. l Braces ● Integrated lip guard protects both upper and lower lips. Max ● Exoskeletal shock frame provides impact protection for the teeth, jaw and brain. ● Triple layer design for maximum protection, fit and comfort. ● Convertible for use with or without strap.

Speciality: BRACES The Braces mouthguard. ● Insta-Fit adapts to changes in tooth position and protects from lacerations. ● 100 per cent medical grade silicone for ultimate comfort without boiling or fitting. ● Quick release helmet tether (strap model).

16 Follow us @SportsInsightUK www.sportindustry.biz

QUOTEMYKIT.COM Sportswear/teamwear supplier? Sports brand?

● Receive quotes from Quotemykit.com members on all sports and generate extra business. ● Free use of Quotemykit.com’s Surplus Kit Locker marketplace - clear stock or promote special offers to members. ● Your own web page within Quotemykit.com’s supplier or brand area. ● Links to the Quotemykit.com website and/or online brochure. ● Promote special offers. ● Receive details of new products, special offers or clearance products from Quotemykit.com’s listed brands. ● Promote your deals to Quotemykit.com’s ever expanding database of grass roots sports teams and clubs; semi- professional and professional sports clubs; sports associations; schools, colleges and universities; work teams; marketing and promotional companies; and event management specialists - to name just a few.

For more information call 01743 455118, email [email protected] or visit www.facebook.com/quotemykit. You can also follow Quotemykit.com on Twitter @Quotemykit. www.quotemykit.com.

ULTIMATE PERFORMANCE The new year heralds many a new fitness regime and for some a strict marathon training schedule. So be prepared for customers with resulting strains by stocking a good range of Ultimate Performance tapes and supports. Kinesiology Tape (RRP £7.99 a roll) applied over muscles reduces pain and inflammation, relaxes overused muscles and supports muscles in movement. For customers preferring a support, the Ultimate Performance collection includes an Ultimate Shin Splint/Calf Support, which provides a comfortable, personalised fit and compression, thanks to adjustable straps and soft neoprene (RRP £14.99).

To find out about stocking Ultimate Performance call 01923 242233 or email sales@ultimate- performance.co.uk.

www.sports-insight.co.uk 17 PRODUCT ROUND-UP

UHLSPORT NEW TEAMWEAR LINES FOR 2012 Uhlsport continues its momentum in the teamwear category with the launch of two new shirt styles for 2012. The Retro Stripe is a football heritage inspired range of striped shirts available in long or short sleeves. With a polo collar, fixed cord and closed mesh fabric structure, the new style carries Uhlsport embroidery on both sleeves and front, and features Smartbreathe fabric technology for ultimate breathability. XXS-XS: RRP £15.99. S-XXL: RRP £19.99. Eight colour options available. The Uhlsport Cup collection features shirt and short separates in a new cut and sew panel design with a distinct and bold design. With Smartbreathe for ultimate comfort, the collection is available in 10 colour options. XXS-XS: RRP £16.99. S-XXL: RRP £20.99. The Cup collection also has a range of tracksuits and training wear.

For further information contact Uhlsport on 08448 849861 or email [email protected].

GFORCE LAUNCHES PLUS - STOCK TRAINING WEAR FOR ALL Gymphlex has launched GFORCE PLUS, a stock range of high performance training wear that boasts all the key features of GFORCE, including technically superior fabrics, contemporary designs and an attractive For more information call price point for retailers. 01507 523 243 or visit As well as being perfect for clubs and teams, GFORCE PLUS is www.gforcesportswear.co.uk. also appropriate for sporting individuals, as it is a stock range and therefore there are no minimum order requirements. GFORCE has proved extremely popular with retailers and end users, and PLUS is following suit. With a stocked selection of generic colour combinations, PLUS is available for immediate despatch. With PLUS, customers can choose to have embroidered badges, logos or names applied to garments.

18 Follow us @SportsInsightUK www.sportindustry.biz

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.

ZINC SCOOTERS The Zinc Pro scooter range was born and engineered in Great Britain and is designed to take on the skate parks. Perfect for novice to intermediate riders, the 360 degree handlebars and the deck on all models allows for as many moves as your imagination will allow. The sleek graphics, combined with awesome colour coded parts, adds to the dynamic effects created when you’re riding circles around the others. Zinc scooters are tested to withstand one ton of weight on their decks and handlebars (models released after December 2011).

VIPER X Features and benefits of this scooter include: ● One-piece reinforced handlebars. ● Handlebars with 360 degree movement. ● Double stacked collar clamp. ● 48cm x 11cm deck. ● Rubberised style bar grips. ● 100mm alloy core wheels. ● ABEC 5 chrome bearings. ● Quick stop brake. For more information ● Maximum rider weight: 100kg. please contact Ying on ● Grip strip. 01582 670100

www.sports-insight.co.uk 19 WEBSITE PROFILE FOCUSON

Our exclusive teamwear supplier and sports brands form part of an exclusive group recognised as the best in their industries. They will be Quotemykit.com able to receive quotes across all sports from members and users, which could generate extra business. They have their own web page to Jamie Stewart, director at Quotemykit.com, promote special offers and links back to their website, so our members talks us through the offering. are able to view them and even go directly to them. Free to use, the Surplus Kit Locker is a marketplace in which CAN YOU GIVE US SOME BACKGROUND suppliers and brands are able to display any clearance stock or special ON QUOTEMYKIT.COM offers. It’s a great place to move stock, as our members will be the I formed Quotemykit.com following an idea I had while working on perfect target market for this type of sale. All transactions are done the supplier side of the sportswear industry. I founded and ran a directly and not through Quotemykit.com. teamwear business - called www.sportsjamkits.com - in 2000, before selling it in 2008. WHO QUALIFIES TO SUPPLY THE QUOTES? After that, an old customer of mine, who was looking for We have strict criteria that rule out suppliers of teamwear operating out approximately £8,000 worth of football teamwear, called me for of a bedroom or offering products of poor quality from unreliable some advice. So I simply forwarded his requirements to 20 of my sources. If you are interested in becoming one of our suppliers, contact teamwear contacts and within six hours had 20 quotes in my inbox. us via the ‘Become a Supplier’ button on the site. We only have limited This, coupled with the rise of comparison sites in other industries, spaces available and demand has been incredible. gave me the idea and Quotemykit.com was born. We offer a number of options to work with us and improve your sales or help with marketing. Our large database covering several WHAT’S THE AIM OF THE SITE? sectors, both to the end user and within the sports trade, is a brilliant The site’s aim is not to drive down the price of sportswear and tool to use to promote your brand, products and services. We also teamwear, but to help the buyer find the best deal. Everyone gets a offer a banner creation service for teamwear suppliers looking to quote before purchasing, so Quotemykit.com provides this via one promote goods either on Quotemykit.com or via their own site at site using the very best suppliers and brands from the sportswear and competitive rates. teamwear industries. The teamwear suppliers invited to be a Quotemykit.com ‘Exclusive Supplier’ are the best in the UK. All have accounts with some of the leading brands and all have excellent reputations for supplying teamwear in the UK. Quotemykit.com will be the main sportswear/teamwear portal, benefiting all parties - the buyer, teamwear suppliers and sports brands. WHO IS THE SITE AIMED AT? The site is marketed towards teamwear buyers, whether they represent grass roots sports teams and clubs; semi-professional and professional sports clubs; sports associations; schools, colleges and universities; the armed forces; work teams; marketing and promotional companies; or event management specialists - to name just a few. We are also signing up and listing our exclusive suppliers and sports brands, who have their own web page within Quotemykit.com with links back to their websites, online brochures and kit designers. HOW IS THE SITE MARKETED? Our in-house web, marketing and SEO team has spent the past nine months working on the site behind the scenes, contacting potential members from various markets across the UK. Now the site has gone live, our SEO team is working full-time to drive traffic through the site, and we expect a significant growth in users and membership over the next 12 months. KEY FEATURES AND BENEFITS The key feature of the site is giving end users the option to get a quote from the leading teamwear suppliers in the UK in one place on anything from team shirts, team shorts and team socks, to sweatshirts, hoodies, polo shirts, t-shirts, skorts, hats, caps and manager’s coats.

20 www.sports-insight.co.uk 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 RETAIL INTERVIEW TALKING Andy Rayner is manager of the recently refurbished Runners Need in SHOP Spitalfields, London refurbished, so we had a our customers and understand their running temporary set up in the Cycle needs, whether that be through events and Surgery store adjacent to us so talks, store runs or social media. We have that we could continue trading. Runners Need Facebook and Twitter pages, The first few weeks of 2012 along with an enewsletter for customers. We have been particularly busy due have recently redeveloped our website into a to people’s new year’s full scale ecommerce platform and in the in resolutions to get fit and the future we will be looking to build a healthy and the start of stronger presence on social media networks. marathon training. Our January sale has brought HOW DO YOU FIND OUT increased footfall and lots of ABOUT NEW PRODUCTS? interest in last season’s lines. Our buyers find out about new products from existing suppliers, new introductions, industry CURRENT BEST- magazines, press releases and trade shows. SELLING BRANDS AND PRODUCTS? WHAT PERCENTAGE OF WHAT IS YOUR PERSONAL The new shoe models from ASICS and YOUR SALES DO YOU SPORTS RETAILING Brooks have generated a lot of interest and ANTICIPATE WILL BE BACKGROUND? are selling very well. Garmin GPS watches ONLINE IN THE FUTURE? I got into sports retailing during my time are also a big hit at this time of year, as In the future we expect a higher proportion studying at Brunel University for a BSC in people embark on fitness plans or start their of sales to be online, but with staff expertly sports science. I was always a keen build-up to spring events. Nike’s core range of trained to understand customers’ running competitive runner and my coach had links clothing has broad appeal year round and is needs I would like to think this tailored with Runners Need, so I started working great value. advice will still drive foot traffic 10 years there part-time once a week to supplement from now. my income at college. HOW DO YOU COMPETE WITH OTHER RETAILERS? WHAT ARE YOUR BIGGEST HOW WOULD YOU There is plenty of competition in central CHALLENGES? DESCRIBE YOUR STORE? London, with lots of running retailers fighting The changing economic climate has meant We basically do what we say on the tin, ie for the same clientele. We have to make sure customers have less discretionary income to provide everything that runners need. This we are offering the latest products, spend on leisure pursuits. Running is a covers all types of running footwear, apparel knowledge and customer service, and relatively cheap sport in comparison to and accessories, including a range of looking at other ways to maintain our many, so hasn’t suffered as much, but nutrition and timing devices. Our staff are competitive edge and drive customers in customers are still spending conservatively. all runners, so we’re knowledgeable on store. Two such initiatives have been our The shoe market has changed areas like nutrition, training and injuries. price match promise - where we’ll match any remarkably over the last few years with the price that is found either in-store or online - growth in barefoot running and lightweight WHAT IS THE STRONGEST and our recent refurbishment, where we’ve minimalist shoes. There is still more work to SECTOR OF THE MARKET teamed up with Nike to offer a premium be done educating customers on not only FOR YOU? retail platform to showcase the latest season’s the benefits, but also how to gradually Footwear - it’s the most important piece of running footwear and apparel trends to hit integrate barefoot running into your training kit a runner owns and we offer an extensive the UK. We’ve also recently launched a to avoid injury. range from all the leading brands and free Nike+ Run Club, which leaves from the store Competitive pricing online has also been gait analysis assessments to help customers every Thursday. a major challenge. Customers will find many find the right shoe. products cheaper online, but will not get the ARE THERE ANY same level of expertise or advice. HOW HAS TRADE BEEN CURRENT OR FUTURE IN RECENT MONTHS? MARKETING STRATEGIES If you would like to be featured We had a very busy Christmas period, YOU CAN TALK ABOUT? in Talking Shop email partly because our store was being We’re always looking to engage more with [email protected].

22 www.sports-insight.co.uk

PEOPLE

Alistair Mcpherson, executive director of sales at Ralawise

WHEN DID YOU GET traditional product base; and Dyson INTO THE SPORTS for constantly staying ahead of the TRADE AND WHY? competition through an innovative and Ralawise has always had a presence of entrepreneurial approach. products and customers in the sports market, along with a reputation for delivering great CAN YOU TELL US service. It was a natural extension of more ABOUT RALAWISE? retail oriented sports brands to come into our Ralawise is a family business established in portfolio of products. Certainly as the market 1990. The company has built a fantastic has evolved, with the emergence of some reputation for delivering high levels of well known brands in the teamwear market, customer service and huge stock availability. we have responded by expanding our offering Over the years Ralawise has achieved to meet demand from our customers. excellent growth and is now recognised as one of Europe’s largest distributors of branded WHO’S BEEN THE apparel and promotional merchandise. BIGGEST INFLUENCE The company is the ultimate one-stop ON YOUR CAREER? shop, offering the widest selection of Having been with Ralawise for over 14 years, I clothing, apparel and consumable products have learnt a fantastic amount from our joint designed for the personalisation market in managing directors Jeff and Jon Batson. I the industry today. We hold over 3.6 million have great admiration for their entrepreneurial items in stock, with 2700-plus products drive, ethical approach and vision. I firmly across over 80 brands. Some of our key regard them as my business mentors. sports brands include adidas, Musto, Dare2b, product categories, including hoodies and In terms of other influences, I would Lotto, Surridge, Spalding, Craft, Fearnley, base layers. We have also seen increased have to say Terence Leahy and Steve Jobs KooGa, Just Cool, Rhino and Gamegear. sales in sport and teamwear with a are certainly individuals I have admired, but Over the years Ralawise has focused on technical specification. Traditionally, these to be honest it is the many local creating a business model that delivers what products have been difficult to decorate, entrepreneurs I have dealt with over the you need, when you need it. Getting product but with new transfer technologies this years that really resonate. to our customers quickly is fundamental to market is opening up further. our business values and we offer a next day WHAT BRANDS DO YOU delivery service where customers can order HOW DOES A RETAILER ADMIRE AND WHY? now right up until 8.30pm each day. BECOME A CUSTOMER? adidas, for style, reputation, marketing and We also pride ourselves on our marketing We can be contacted by any number of market penetration; ASOS for its global and firmly believe we have the most effective methods as you would expect - phone, email, expansion and trailblazing on new platforms, marketing toolbox in the industry. For web and even social media. It is a quick and especially social media; Burberry for Ralawise it is about investing in the success easy process, as we have a dedicated maintaining a strong brand identity with a of our customers and providing them with business support team who will call back tools that genuinely deliver contacts with the aim to set them up on our sales results. If they are system, discuss their needs and offer advice successful first and foremost, on ways they can grow their business with then so are we. Ralawise. Once we have established they are a trade customer, they are given their WHAT WERE dedicated account number and web login. YOUR BEST- See www.ralawise.com for details. SELLING PRODUCTS AND ARE YOU TAKING ON ANY BRANDS IN 2011? NEW BRANDS IN 2012? All of our products are We have some exciting new sports related designed for the brands for 2012, including Lotto Tennis, personalisation market, and Spalding, Dare2b, Musto, Fearnley Cricket and we have seen continuous Sunderland. We also have a new sports cap growth in a number of from Just Cool that is ideal for decoration.

24 Follow us @SportsInsightUK PERFORMANCE TEAMWEAR COLLECTION

Create a winning identity with Gamegear teamwear. Designed for personalisation with your logo, Cooltex dry wicking fabrics provide improved air circulation and allow moisture to escape keeping you cool and dry when you’re at your most active. www.gamegear.co.uk 01332 85 83 85

KK999 Tour Zip Neck Top

FSPA MEMBER NEWS FSPAfocus The latest news from the Federation of Sports and Play Associations

The Federation of Sports and Play Associations is looking forward to a busy month ahead, including the first meeting of a new steering group made up of member representatives who will be discussing the management of an exciting sport and play reception event to celebrate UK sport and play, to be hosted by the umbrella body at the House of Commons in June. Having signed up as an organisation to the government’s Responsibility Deal and agreeing to the pledge to encourage physical activity in the workplace, the FSPA is again meeting with other partners this month to discuss campaign plans and how to ensure they are a success. The umbrella body is soon to launch its six-week ‘Step to It’ challenge among its 600 strong membership base, as it believes the sport and play sector should play a key role as public health is everyone’s responsibility. As a national partner of Change for Life, the public facing government initiative encouraging people to eat well, move more and live longer, the Federation will be attending an important partner’s summit with the secretary of state at the end of the month where the new C4L campaign delivery and vision will be discussed. This is scheduled to be launched for the summer and will help to deliver on the Olympic legacy promise.

DAVIES SPORTS JOINS SAFEA

Davies Sports has joined the Sports and Fitness Equipment fitness equipment,” says Natalie Walker, Davies Sports’ Association (SAFEA). SAFEA is the lead trade body representing marketing manager. “Being part of such an established sports hall and equipment suppliers and manufacturers in the UK industry body allows us to benefit from their influence and and operates under the umbrella of the Federation of Sports and useful links. The recent UK sports research project carried out Play Associations (FSPA). by the FSPA is of real interest to our company and we look Davies Sports, based in Hyde in Cheshire, joins a group of forward to playing a role in the future activities of the companies in the UK sports sector that work together to provide association too.” a unified voice for purchasing to organisations Kate Costin, the Sports and Fitness Equipment such as Sport England, the County Sports Partnerships network Association manager, adds: “Being one of the largest suppliers and the Youth Sports Trust. All the members adhere to the of sports equipment to the schools market, we are delighted SAFEA code of practice, which is designed to deliver best value that Davies Sports has joined SAFEA, as this will only to customers. strengthen the voice the association has within the industry. Part of the Findel Education group of companies, Davies “I would urge other sports equipment suppliers to also Sports has worked hard to develop relationships with NGBs and key consider membership, as in this exciting time for UK sport the sporting bodies to ensure customers are given the most up to date role a trade association can play can deliver real cost savings information. Committed to making PE and sport enjoyable and to members’ bottom lines, as well as the opportunity to accessible to everyone, regardless of age and ability, the company engage with key decision makers and raise the profile of offers the most innovative resources in the market for primary sports participation.” schools, secondary schools, clubs, colleges and leisure centres. As a leading supplier to sports clubs, leisure facilities and the education market, Davies Sports provides innovative resources and advice from industry experts to support new initiatives and help clients achieve their objective of using PE and sport as a

tool within education. www.sportsandplay.com. “SAFEA is the leading trade association for sports and

www.sports-insight.co.uk 27 Paralympic pursuits

The countdown to the 2012 Paralympics has begun. What are the issues facing manufacturers that cater for disabled sports people? Is this a growing or still a specialist market? Adrian Hill reports

This is a big year for sport, but arguably the most significant to actively take part in sport. There is a vast untapped market out yet in the history of sport for the disabled in the UK. The 2012 there and if anything can inspire, it is the sight of fellow disabled Paralympic Games will turn the spotlight on full beam, and people performing incredible feats on the biggest stage of all, with the therein lies opportunities for retailers and manufacturers in likelihood of a procession of British gold medals to boot. the sector. There are 10 million people with some form of disability in the DIFFERENCE UK, but at present less than 10 per cent are reported Technology has made a huge difference to the everyday lives of those who have physical or mental disabilities, and these steps forward have also been seen in the provision of sports equipment. Almost no sport is out of bounds now and the range of disability sports outlets from which people can buy the means to participate opens the doors to all comers. The obvious health benefits, such as lowering high blood pressure, maintaining a healthy weight and boosting the immune system, are matched by the psychological boosts of social inclusion, increased confidence and the formation of new friendships. The Paralympic Games, which begins in London shortly after the able-bodied version at the end of August, is the most obvious statement of the progress disabled sport has made. A total of 20 sports will be on show during the 12 days of competition. A mere eight were involved in the first Games in 1960 In addition, the activities seen at the Games, such as athletics, swimming and equestrianism, are the tip of the iceberg. Target sports, such as shooting, archery and bowls, have been popular for decades and is also a growing

28 www.sports-insight.co.uk LONDON 2012 sport, with many clubs now offering specially adapted golf carts. a potential Paralympian,” he says. “We get them doing one thing and For the more adventurous, if a disabled person wants to ski on then we say: ‘Have you ever thought about doing this?’ It’s come a water or snow, sail, fly, scuba dive or climb a mountain there are long way since Ludwig Guttmann, the founder of the Paralympics, products out there to assist them. developed the principle of rehab, which was ‘in, out and fixed’. Not everyone wants to play sport, but they may want to do something UNIQUE recreational. We explore all the different aspects and if somebody Chris Swift, director of Molten Rock, says: shows real flair - say they are really good at handcycling - we can “We are a small manufacturer then move them on to skiing. It’s a massive, life changing thing. and distributor of hand bikes “We market in specialist magazines, but we find The Mobility and off-road wheelchairs - we Roadshow and conventions such as Naidex really important. They offer a unique British product are like big market stalls held at massive venues such as and as such we hope that this WHEN WE MEETWembley and the NEC.” year will be a success for us.” Dunne is a specialist in functional Molten Rock will send a PEOPLE WHO HAVE electrical stimulation, a system that fleet of chairs to the Olympic works on a basis similar to a TENS Park at Games time to machine. A high voltage, low amp demonstrate its products, an BEEN RECENTLY current is sent through pads to active association with the biggest INJURED WE SEE A stimulate nerves to activate shop window the UK market has muscles. The kit is expensive - ever had. It’s such a valuable costing anything from £11,000-£20,000 opportunity for a small business to POTENTIAL - but is so empowering that Dunne says make its mark, but the foundation sales have increased by 100 per cent for success is the internet. PARALYMPIAN over the last two years. Swift, a wheelchair user himself, “Electrical stimulation has grown understands through his own experience that dramatically over the last two years,” there is a real appetite for getting involved in both competitive he confirms. “It was launched in the and social sporting activity. The old barriers have come down. in 2005 and has taken us a “We have seen steady growth; it’s about getting information out bit of time to get our heads round it. It’s all to potential customers,” he adds. “It can be like searching for a about getting the body fitter - I equate it to how an able-bodied needle in a haystack, but the advance of social media and people cyclist’s body looks like, compared to someone who sits on a couch being generally more IT literate has been a big boost. If someone all day. FES has been around for 50 years, but until recently was only wants an off-road wheelchair they can find one very quickly now seen at universities in research projects.” on the internet. Cyclone’s ReWalk is effectively a robot suit for a disabled person, “Over the last 10 or 15 years the opportunities have grown. It’s with motors and an array of sensors placed at the joints working to a gone from surprise that I can get into a restaurant to an expectation computer-based control system. Its market is the large number of that I can get wherever I want to go. People expect to participate in people with spinal cord injuries who focus their lives on walking again. everyday activities, as indeed they should be able to. This is what is The advances made in the provision of sports equipment have driving people; they want to go into the forest for a day out with friends yet to be matched by a wholesale buy-in by the disabled community and now there is a range of technology that enables them to do that.” at large and Dunne says there is also a long way to go to change the Molten Rock recently launched the Boma 7. The four-wheeled perceptions of influential people in the able-bodied community. vehicle has the appearance of a stripped-down quad bike and is “The difficulty is that the private sector has never really accepted capable of tackling a wide variety of terrain. The offer that the disabled community wants to be involved in sports,” argues encapsulates the serious adventurer who wants to tackle mountain Dunne. “David Lloyd and Bannatyne’s make token gestures, but there slopes, right down to someone who merely wants to navigate their is a market out there. Mobility is the biggest leaser of motor vehicles way along a muddy footpath. with 550,000 cars. There is money in disability.” “It’s about using equipment that is already available and adapting it, making it relevant,” explains Swift. “The goal is not the product itself, but what it enables you to do. Our products answer a need that is already there. They offer a solution and allow you to be able to meet your needs. “The Boma is a niche product we produce in very small volumes, so that each one is a little bespoke for the individual. This carries a cost, but we are always looking to offer the equipment for a person to achieve what they want to do. We have had sponsorship from charities in the past and we are going to offer a finance package later this year to make things more affordable. This equipment has become as essential as running shoes or hiking boots. It’s more expensive, but its value is what it enables people to achieve.” INTEREST There is a large range of adaptive cycles available, from hand operated to assisted side-by-sides, trikes and tandems. Stuart Dunne from Cyclone Mobility agrees that it’s about attracting the interest of the person and showing them that there are few limits. “When we meet people who have been recently injured we see

www.sports-insight.co.uk 29 MYGrainne SPORTING LIFE: Murphy Ireland’s golden girl of swimming is also one of the country’s main Olympic hopes. Tony James reports

Ireland is memorable for many things, but up to now to Grainne, so that she can become a genuine ambassador for both swimming perhaps hasn’t always sprung to mind. Swim Ireland and .” Now this could be about to change, thanks to an 18-year-old The company says its sponsorship of Murphy signals its ongoing named Grainne Murphy, who after qualifying for the London commitment to supporting the growth of the sport in countries with a Olympics is being hailed as Ireland’s latest swimming sensation and a developing swimming culture, as well as those at the top tier of global serious contender for Olympic glory. swimming competition. Murphy, who started competitive swimming at 11, began her HEADING FOR THE TOP international career with a bronze in the 400m freestyle at the 2007 If proof was needed that Murphy is heading for the very top of her European Youth Olympics. Now she spends at least 30 hours a week sport, Arena is now sponsoring the new swimming star as part of a training under Belgian coach Ronald Claes as part of the high deal that will provide her with technical support through the London performance swim team based at the University of Limerick’s Olympics to 2013. Olympic-size pool - Ireland’s first. “We warmly welcome “I’m delighted to become a member of the Arena Elite Team,” Grainne to the Arena family says Murphy. “It’s a great acknowledgment to get supported by a and look forward to being leading world brand like Arena. They have a wide range of part of the team that will technical equipment, ideal for training and racing. support her in achieving her GRAINNE The expertise Arena can offer will dreams,” says Debbie undoubtedly benefit my swimming. Poulson, director of Solo ABSOLUTELY LOVES “It’s a very exciting opportunity for Sports, Arena’s UK and me to be the Arena ambassador in Ireland distributor. HER LIFE. NOTHING Ireland. I’m looking forward to Arena is also technical working with Arena and promoting sponsor of Swim Ireland, the their products in Irish swimming. national governing body of the MAKES HER HAPPIER It’s my hope that this partnership sport. “We believe that swimming will encourage more people to in Ireland has tremendous potential,”“THAN SWIMMING take up the sport.” says Luca Belogi, Arena’s international Swim Ireland agrees. Says a business development director. “After committing to spokesman: “Having this technical Swim Ireland, it was important for us to follow up and continue to support in place for Grainne is a great help grow its most promising performers. advantage to her and is of huge importance in her preparations for “Grainne’s improvement over the past two years has been international competition.” impressive to say the least, and her success is just the beginning of The Arena Elite Team currently holds over 20 world records and what we believe will be an illustrious career and one that could truly includes Olympic gold medallists Cesar Cielo, Alain Bernard, Aaron put Irish swimming on the map. We look forward to providing support Peirsol, Rebecca” Soni and world champion Therese Alshammar. It was in 1973 that Arena founder Horst Dassler first produced high quality racing and training swimwear and equipment, and gradually expanded into leisure and beachwear. Arena claims to be the first company to use fluid dynamics research to improve competitive swimwear. Today Italy-based Arena has a presence in over 100 countries. DAZZLING CAREER Although still in her teens, Murphy can look back on a dazzling career that includes three golds and a bronze at the 2009 European Junior Championships and success at senior level at major events like the Paris Open, European Championships and European Short Course Championships. Ireland has certainly taken its latest golden girl of swimming to its heart. When Murphy returned to Dublin with a silver medal from the European Championships in Budapest, setting a new Irish record by eight seconds, she was met at Dublin Airport with tricolours and cheers from a large crowd of supporters. Well wishers moved on to a huge celebration at the Horse and

30 Follow us @SportsInsightUK INTERVIEW

Hound Hotel, which the Murphy family run in the village of competitive? Yes, definitely. Even when she was little, if we went to Ballinaboola, County Wexford. the park and the kids were playing, Grainne always had to be first.” Murphy’s parents, Brendan and Mary, are her greatest supporters and Brendan looks back at his daughter’s Budapest HIGHLIGHT OF THE YEAR performance as one of the best experiences of his life. Top The undoubted highlight of last year was qualifying for the London sporting success comes at a price and it’s one the tight knit Murphy Olympics after coming third in the 800m freestyle event at the family is more than willing to pay. Dutch Championships in December and finishing two seconds When Murphy was 13 they bought a house in Limerick near inside the qualification time. her college and Limerick University, to which they commute from Murphy’s performance came as no surprise to Ronald Claes: “It the hotel to fit in with her training schedules. For years they got up shows how serious she is about what she does, as well as the huge talent at 4am to drive her to her dawn training sessions. she has and the commitment she gives to training. Grainne had already And what ordinary 18-year-old would be in bed at 8pm, training achieved the qualifying times in 2009 and 2010, but it was too early for in the pool at 5am six days a week, before spending the rest of the them to be ratified. It was only logical that she would do it again in 2011. day in the gym or catching up on studies? Then it’s back in the Qualifying is a great step in the right direction, but not the end goal. water for at least another two and a half hours of gruelling “Grainne is a multi-talented swimmer, good at all strokes, and endurance and speed drills. the fastest ever breaststroke in Ireland. She is also grounded and Ronald Claes’ intensive training includes the latest strength and tremendously hardworking. If you’re standing between the world conditioning strategies, high tech cameras for stroke analysis, but and Olympic champions like she has been, it’s easy to get distracted most of all the aquatic daily grind that is the key part of every - but she wasn’t.” swim champion’s success. It’s a world that Murphy has chosen and Indeed, the hype now surrounding her as Ireland’s main Olympic has never regretted entering. hope seems to have absolutely no effect on the breezy smiling girl from “A treat for her is a bit of time off to catch up with people,” Ballinaboola. “I don’t have any expectations,” she says. “I’m just here to says her mother Mary. “On Saturdays she might spend time just swim to the best of my ability and enjoy the support I’m getting.” catching up with her friends over a smoothie.” “I think sometimes that people don’t understand just how happy Does the pressure and the expectation ever take its toll on Grainne is,” says Mary Murphy. “This is what she does. Grainne Ireland’s top Olympic hope? “Grainne doesn’t understand the word absolutely loves her life. Nothing makes her happier than pressure,” smiles her mother. “She just doesn’t do stress. But swimming and as long as she’s happy, we’re happy.”

www.sports-insight.co.uk 31 AN INNOVATIVE BUSINESS

Paul Sherratt of Solutions for Sport challenges the traditional models that manufacturers use to penetrate the UK sports market

During the past 15 years the landscape of the UK sporting Traditionally, global brands looked to local distributors to goods industry has changed dramatically. With the rise of the penetrate the marketplace on their behalf, and many were - and still sports multiple came the decline of the sports independent and are - successful. However, there are often some inherent issues with a the overall decrease in the number of doors available to sell to. distributor. Brand product ranges and global marketing messages Many survivors have radically altered their business model and become diluted if the distributor fails to invest in brand equity and begun to specialise or look to the power of ecommerce to open up to concentrates more on their own margin opportunity. a bigger audience, as the number of consumers walking past, and In addition, the distributor model often fails to work from a pure even into, their stores declined. brand building and marketing point of view, as the distance between brand and end user becomes too far. Distributors will often cherry pick APPROACH the available product range, either because they don’t see it as relevant The successful sports retailer in 2012 is a far cry from its 1990s to their local market or, more commonly, because they do not have the cousin, and yet for many manufacturers and brands their approach to funds to invest in carrying the widest available product range. their customer base has not changed. Also, distributors of ‘hot’ brands often find themselves with cash

32 www.sports-insight.co.uk DISTRIBUTION

AN ELEMENT OF THE SUCCESS OF BRANDS REPRESENTED BY COUNTRY MANAGERS HAS BEEN THEIR ABILITY TO LISTEN TO LOCAL MARKET “DEMANDS AND REACT ACCORDINGLY

flow difficulties as they rapidly expand and do not have the funds to sold and the trading relationship is direct with the brand partner. grow with the brand. This vertical integration is vital and ensures the retail partner feels So what’s the alternative? Traditionally the obvious alternative closer to the brand source and thus has a greater propensity to buy to appointing a distributor was to consider opening a subsidiary. into its activities and philosophy. Conversely, the brand has closer ties With established brands, this scenario becomes more logical. with its direct customer base and can liaise and react accordingly. However, there is plenty of evidence around the UK sports industry Without a doubt, an element of the ”success of brands of subsidiaries that have been opened for the wrong reasons, in the represented by country managers has been their ability to listen to wrong place, at the wrong time and have not progressed brand local market demands and react accordingly - something that is sales at all. In the current climate the investment can be a heavy much harder to achieve through distribution partners. one with support staff, warehousing, sales teams and senior The country manager model has the clear advantage that local management all pushing the break-even point further away. knowledge is driving the sales initiatives, backed up by direct brand While subsidiaries ensure brand messages and product resources and direct shipment and invoicing from the brand principal. programmes are implemented effectively, the brand needs to have a It seems that the future of this model looks bright and that critical mass to make progress. In an evermore competitive market umbrella companies, such as Solutions for Sport, can bring huge this often proves difficult and the business is unable to be flexible advantages to allow brands to efficiently and effectively penetrate enough to meet changes in demands. the UK while presenting their entire product range and protecting their bottom line. CHALLENGE Of course, the subsidiary model is still relevant and distributors The evolution of the eurozone has made global trading much will always be around. However, as the global economy continues to simpler and, with the development of improved shipping, evolve brands should consider all options before taking the next transportation and tracking systems, progressive brands are now steps to enter the UK - or any other - market and may find that starting to challenge their existing European distribution models there is a new model on the block that might just work. and an alternative to the distributor or subsidiary approach has emerged. One where a manufacturer can offer its whole product For further information visit www.solutionsforsport.net. range to the market, take advantage of local people with local market knowledge, ship and invoice direct to the UK, and manage customer care and operational activities within their existing infrastructure - perhaps even as a shared resource. We know it today, perhaps, as a country manager role - a sort of pseudo managing director, sales director, marketing director, brand manager-type role, but reporting directly to the head office, perhaps in Europe. Typically the sales team is made up of agents, while support, operation, IT and finance staff are based at the brand’s global headquarters rather than in the local market. The brand ships direct from its own warehouse to the UK customer and invoices from its central location. The advantages of shared costs and resources are immediately apparent. In 2008 Uhlsport, having previously had both the distributor and subsidiary model in place, began to investigate this approach and since that time has seen aggressive growth. Such has been the success that the Kempa and Spalding brands have now been added and country managers have been established in other European markets. McDavid, similarly, has been a supporter of this model since 2004 and now penetrates core European markets such as Germany, France, Holland, Belgium and Finland through country managers. COMPLEMENTARY Distributors of ‘hot’ brands can often find In the same way that distributors often carry a portfolio of brands, themselves with cash there are companies, such as Solutions for Sport, that bring together flow difficulties complementary partners that can be taken to market together. The difference is that the entire product ranges of all the brands can be

www.sports-insight.co.uk 33 Back to the future Don’t ignore the trend for vintage and retro in become cool to be careful in our use of products. As a result, there’s an almost manic focus on recycling that has led us to a the sports retail market, world where we have created the ridiculous urban legend that is the ‘bin spy’, while simultaneously educating the public at large says Lauren Fox about the planetary impact of irresponsible actions. But this is not just about sustainability and production ethics. Through six years of war and into the 1950s the UK What started out as a retro revolution, with everyone leaping for lived by the ‘waste not, want not’ ethos, which saw adidas Gazelles and the like, has now become a massive love for frugality and recycling extend as far as using waste ‘make do and mend’. A new consumer mentality that is all about paper to roof houses. love for home-made and mended. Clothes rationing only ended in 1949, people were asked It’s a long way from rationing, but the attraction is perhaps to donate saucepans as salvage, and park railings were torn inspired by a desire for unity, for comfort in the familiar. The up, all due to a shortage of materials. If something wore out, turning point seemed to come in 2009 from a passion for you used it for something else. vintage and customised creativity to a real desire to be nostalgic. Heading the charge was homeware brand Cath CAREFUL CONSUMERISM Kidston, whose sales jumped more than 60 per cent that year. Fast forward around 50 years and we are in the midst of a At a time when everyone was financially insecure, the creation practical and somewhat poetic hark back to those ‘good old of bright, floral prints on everything from teapots to ironing days’ of careful consumerism. Ironically, at a time when there board covers was spreading cheer. Said Kidston at the time: are so many cheap and disposable goods to hand, it has “We also try to make the shopping experience fun and light- hearted, which we hope will give our customers a reason to be cheerful, regardless of the economic climate.” How does this relate to the sports retailer? Maybe it does, maybe it doesn’t - it all depends on your own desire to defy a dismal high street outlook. Kidston was joined by Marks and Spencer and John Lewis in adopting heritage feel campaigns. John Lewis even published its own book on make do and mend, in homage to the Ministry of Information booklet produced in the 1940s, based on the retailer’s perception of public desire to make the best of difficult personal circumstances. The Imperial War Museum also released the original booklet at the same time, with its curator saying that the trend for nostalgia was one that returned with every recession, adding: “When you look at what the government was advising in the 1940s, a lot of it is common sense.” STEP TOO FAR What is equally good sense is ensuring the public realises that they should not compromise on quality and, as a result, their sporting safety in an effort to be

34 www.sports-insight.co.uk RETRO frugal. With discounts on big brand names facing them at every juncture, that achievement would seem to be a given, but there is an element of making do and mending that has perhaps taken a sporting step too far. There is a difference between super-cool retro and risking all with an old bit of cheap second-hand kit. Even so, adding retro collections to shop stock is not a thought to be simply pushed aside. Like eBay or online retailing, it has its place and resonates with a wide youth audience in particular. The key is the way you market it and engage with your consumer audience. As the saying goes: ‘One man’s trash is another’s treasure’. It’s possible that somewhere in those boxes

‘out the back’ there could be a few sporting classics that might be considered objects of desire and given the spotlight. One company that is capitalising on the concept of vintage sportswear is For All To Envy, which started out stocking up from thift shops and is now a top name in the game. Its stock comprises old caps, t-shirts, jackets and footwear, all as the result of an eagle eye and knowledge of brand desirablity. The company resold a $79 pair of Nike Air Pressures for $500 within a week and with vintage footwear and apparel piled up in attics all over the UK, there’s no reason why you shouldn’t do the same. In the same way as service and knowledge was the way to make a stand against discounted modern offerings, the advantage here is knowing your market and being able to talk heritage. Let’s face it, the term make do and mend is something that’s at the heart of British sports. How often have we seen our best player get injured before the crucial game of football, tennis or cricket in the international arena? Yet we don’t give up on them, we simply will these patched-up heroes to go and do there best. It’s all part of our sporting backbone, it seems. From ‘staycations’ to knitting clubs, frugal living is increasingly in vogue as families look to cut costs. As we have been floundering down into deep depression financially, we are still more fortunate than those extremely dark days when apparel features (even pockets) were sacrificed for uniform designs. While new collections may not be accessible to all and retailers are challenged on all sides by the high street and discounters, perhaps the answer simply is to go back to the future.

www.sports-insight.co.uk 35 Customer

Are you the cat that’s got the CRM? It stands for customer focused relationship management and increasingly used to the virtues of CRM. When you visit your bank, once the preserve of big one account number opens up all your account information, which business, can now be of not only looks efficient, but is efficient. MESSAGE benefit to small companies Banks are big, big organisations, but the message that came through clearly from everyone I spoke to was that the benefits apply at least as too, reports Paul Clapham much to the small business. First, a key benefit of trading with a CRM has been around for a number of years, but has been smaller business is that you know the customer very well. CRM turns thought of as only useful for big business. But as IT suppliers that into knowing the customer inside out. Second, this is a resource and their resellers focus more attention on the benefits of that makes people more effective and so improves profitability. CRM to smaller businesses and make the systems appropriate Every retailer should aim to have that level of relationship with a to them, that assumption is starting to change. customer. It’s very beneficial to extra sales. A lady comes in and buys So what is CRM and how will it benefit your business? The key new running shoes; if you know she has also bought tennis balls from benefit is that it puts all the information regarding a customer in one you (because it’s there on that contact page) you can tell her about place, so that everyone who has dealings with a customer - sales, the deal you have on tennis racquets. It simplifies and enables good production, accounts, transport - has the complete information to selling practice. hand. That enables quick answers to queries, improving customer In reality, every small business is already doing CRM - building service and aiding customer retention. More than that, we are all customer relationships is what small businesses are good at. A CRM

36 Follow us @SportsInsightUK CUSTOMER RELATIONSHIP MANAGEMENT

system ensures the management bit works as well as possible. It also helps with growth - as you expand, the system grows with you, ensuring that nobody drops any balls and that increased quantity of business does not compromise quality of service. Resistance to CRM systems often takes the form of ‘we’ve already got all that, it’s what our database and other software does’. That’s probably true; the difference is that it’s not all joined up. In practice, using CRM means, for instance, that if you are visiting a college account you can have access to the full picture on said account - the full transaction history, buying preferences, whether the account is outstanding and any unresolved issues. You would know what purchasers other than the individual you are meeting are interested in. You might know more about that customer than he does. You can also know what emails have been sent introducing new products, confirming prices and action points. You might say that you know all that anyway. My experience is that most people don’t know their clients as well as they think they do and even the best don’t have a handle on all aspects of an account. There is also the question of what happens when someone is on holiday, extended sick leave, maternity leave or moves to another job. CRM can significantly help the transition to another individual. TIME CONSUMING No system as all encompassing as CRM is idiot simple. One comment you will hear is that the data inputting is very time consuming. This is the tail wagging the dog and it’s not the fault of the CRM system, it’s down to the techno-enthusiast who bought and set up all the whistles and bells or the person who sold it in. CRM systems are rich in capability, but that doesn’t mean you have to use all the FEATURES facilities, certainly not from the outset. The standard features you should expect are contact You will currently be keeping records of activities in some form or lists, scheduling activities, records of all communications, other and switching to CRM should take no longer. A significant benefit of email management and document templates. Your CRM is that users don’t have to spend time collating facts and figures for features shopping list should start with low capital weekly or monthly reports, nor updating management - it’s all there already expenditure and user licenses in single increments. in the system available to be shared by relevant parties. Inevitably there is Training time should be as short as possible. an initial learning curve, but users typically find the time gains are greater Configuration should be simple - capable of being done than the time losses. by an in-house computer enthusiast using the manual. It That brings us to an issue that the IT industry is aware of - the should be extendible so you can add extra facilities as supplier who blinds you with technology. The first piece of advice is to you progress, rather than buying unused functions at the find someone who understands your level of technological skills and outset. You should need minimal additional hardware; a what you want to achieve. If a supplier doesn’t get that, find another - it’s high-spec server, for instance, would dent your purse and a very competitive sector. Second, aim to find someone who knows discourage you instantly. something about the sports retail sector. Third, recognise that all these CRM consultant Katie Williams says: “The single people are techno-enthusiasts. They will be inclined to build in all those most important piece of advice I could give a small whistles and bells (because they are available) and because it looks like business implementing CRM is to take it slowly. It’s far you are being short-changed if you’re only using 30 per cent of the better to plan a strategy over six months or a year and capabilities at the outset. implement it gradually.” The benefit of this is that users Pricing CRM isn’t easy, not least because the way it’s sold varies. The get accustomed to basic tasks and as confidence builds basis is a license per user, but this can be a lifetime deal or a hosted you roll out further elements. arrangement. The lowest cost I’ve come across is £3 per user per month Users need to see that CRM helps them do their job for a basic hosted arrangement and if you buy a lifetime license £500 per and makes them more productive, rather than creating user applies. This is top and bottom of the market. It follows that a extra work. So start with a ‘quick win’ - a laborious or monthly fee shows return on investment fastest, but buying a lifetime repetitive task that can be solved immediately, getting license may prove a better deal long term. If you’re looking at the everybody onside about the new system. hosted option, you’re going to bump up against the term ‘the cloud’. It A system that requires days of training should ring means that the computing power you are using is based, via the internet, alarm bells - it’s obviously not as simple as it could be. To off your own hardware. learn how to create contact records, schedule activity Expect to spend some budget on development, configuration and and record customer contact details should take no more training. Any system that claims to be 100 per cent ready to go from the than a couple of hours. More important, people only take off, unsupported, is not likely to fit your specific needs. Quotes should in part of a three-day course, so it’s a waste of money. cover all of this and include timescales. Beware of hidden extras - a good You may need further training as you add in extra value headline price may exclude costs for some facilities you will want functions, but at least it will be fully absorbed. and really ought to be included.

www.sports-insight.co.uk 37

STICK IT ON

An Olympic year for hockey and hopes run high, but to what extent will London 2012 leave a legacy for the sport? Catherine Eade finds out

Just as a successful Ashes benefits cricket and a sunny place, especially with young players, and so are losing market share. It Wimbledon boosts tennis sales, an Olympic year makes a big is certainly very competitive. difference in terms of interest and sales for most sports - and John Barrett, Hippo: technically, the market is getting smaller in hockey is no exception. But what legacy will London 2012 the UK. It’s played less in secondary schools as other sports have leave hockey? Sports Insight quizzed some leading brands with become more popular and I think the skill level of teaching and new ranges due out about the strength of the sector. coaching has dropped. There are a lot of sports trying to cash in on HOW STRONG IS THE HOCKEY SECTOR? the sports culture - it’s definitely tough for UK retailers. Hippo has made a conscious decision to move into overseas markets. Neil Mallett, Grays Hockey: the UK hockey market has been like many other sectors over the past year, with players and retailers being HOW WILL LONDON 2012 BENEFIT naturally cautious when buying hockey equipment. The overall market HOCKEY BRANDS? is pretty static, so the increased profile hockey will experience will help NM: we have worked hard to ensure our products are in line with the boost interest with players, clubs and generally within the hockey trade. ever changing nature of the game, creating several new developments Simon Mason, Mercian: some sectors are growing, particularly in our range of hi-tech hockey sticks and other products. Grays Hockey juniors and masters. There is a drop-off in adult participation would encourage the hockey trade to take advantage of this unique, numbers, but initiatives such as Rush Hockey are addressing this. once in a lifetime opportunity to raise the bar in terms of shelf space Hockey as a sport is in a great place right now. The England Hockey devoted to hockey - the timing could not be better to coincide both Board is one of the few governing bodies that have received funding with the beginning of the back to school period and the beginning of increases because it is hitting performance and governance targets. It the usual club hockey scene. If the GB teams do well, it will potentially is incredibly well regarded on an international basis and so it leads the encourage a new generation of young players to take up the sport. way in many fields. SC: Brabo is hoping to attract several major players after the Olympics. Sean Caylis, Brabo: the market is relatively strong compared to Most contracts run until then, so watch this space. We are the fastest other sports, but not growing. There has been a shift in sales from growing hockey brand in Europe and we hope to continue that success. some traditionally strong brands to some newer ones. Nowadays There is a new Brabo range due to be launched to the trade in February brands get punished in sales terms if they do not capture the and March, and there has been a six-month period of design and testing imagination of the players. Some brands are perhaps guilty of resting ready for this Olympic season. The sticks have been tested by members on their laurels, or misunderstanding the shifts in loyalty that can take of the Dutch national squad to ensure they are as good as possible.

40 Follow us @SportsInsightUK IN SEASON HOCKEY

SM: the Olympic Games is going to be a fantastic event for our country as historically major sports events create a positive short- term bubble effect on sales, but that will be a bonus rather than THERE HAS something we are targeting specifically. We have some specially designed sticks that our sponsored players will be using and they BEEN A SHIFT IN will be available via some of our retail partners, but in general this is the busiest part of the year for us anyway, so we are focused on SALES FROM SOME our new product range, with its specific technical advances, and providing the best customer service we can. TRADITIONALLY JB: the Olympics themselves - the whole occasion - will be fantastic, but I don’t believe there will be a legacy, which Seb Coe talks about. “ STRONG BRANDS In fact, I think many sports will be troubled after the Games because funding will disappear for those that don’t perform well. TO SOME NEWER HOW WILL TEAM GB PERFORM AT LONDON 2012? ONES NM: as a former international player, I have kept a close eye and seen both the GB teams progress over the last few years. So much of both the GB men and women teams’ success in London will SC: there’s a good chance that hockey sales will improve, but there depend on their ability to peak at the right time. Handling the has to be strong Olympic TV coverage. If the GB teams reach the stresses involved in getting the preparation right for a home finals, it could have a positive effect on young players taking up the Olympics is not easy with so much expectation around, so to get it sport. Similarly, if GB’s teams make the finals sponsorship and right for the two weeks of the tournament is the real challenge. I funding tend to follow, but without a great result it will be a tough also believe it will be very important for the GB teams to make a environment for the sport, and it would probably” remain static in good start and build a winning momentum as the tournament respect of player numbers. progresses. The men’s team will face tough opposition for medals SM: a successful sports event for any English or British team has from Australia, Germany and Holland, while the women will face always had an immediate, but sometimes short-lived, effect on sales. tough examinations from Holland and Argentina. Funding for grass roots comes from the governing body itself, its SC: both the men and women’s teams are in the top five in the membership or from Sport England - performance results do not world, so they both have a chance. But in truth, Holland, Germany determine this and so there are many other fantastic governing body and Argentina, along with several others, are very difficult to beat. initiatives in place such as the ‘Grow Your Own’ programme and the ‘Back Into’ initiative that will help hockey players translate their TV JB: we need our Olympic teams to do well, but I think the home interest from the Games into taking part at their local clubs. pressure on the England team might cause a problem. Australia’s men This could well result in some increased sales for equipment, are very strong at the moment and the Dutch and German teams are particularly at beginner and intermediate level. The Games will on course to do well, as they always seem to do in the Olympics. create legacy facilities for hockey at Eton Manor and so that specific SM: we hope that both the British men and women’s hockey teams area could see a growth in participation and therefore demand for are successful. They are well placed to do so, as they are currently equipment. at their highest ever world rankings. WILL AN INCREASED PROFILE DURING THE OLYMPICS BENEFIT THE SPORT IN GENERAL? NM: there’s no doubt that with increased TV and media exposure hockey will once again be in the consciousness of a wider audience for the first time since the late 1980s. The showcase for hockey that the London Olympics represents will definitely create a legacy for hockey, where a new generation of younger people will see the sport for the first time, but its impact will depend on the success of both the GB men and women’s teams. JB: if we want more people to take up hockey and want to see increased sponsorship and funding, it all hinges on the performance of the teams. It will be interesting to see if the governing bodies have done enough to support sports far beyond the Olympics.

www.sports-insight.co.uk 41 IN SEASON HOCKEY HOCKEY

MERCIAN The new Academy Mini and Midi GK sets are UK made in a lightweight high density foam combination that’s now available in junior sizing. The curved shape of the pad is a popular profile for today’s goalkeepers and provides a modern day solution to the art of defending the goal. High protection levels (Level 3) and increased rebound characteristics allow for a wide range of use - from school through to junior club level - while the sizing available (Mini/Midi /S, M, L) means that goalkeepers of all shapes and sizes are catered for.

For further information on these products, or for any hockey requirements, contact the sales office via [email protected] or 01483 757 677.

ZOPPO With new stick regulations from the International low bow and concave face. Hockey Federation (FIH) and the Olympics All four sticks have a higher construction coming to London, Zoppo has redeveloped its quality and high carbon content, while Zoppo’s new stick range. EPR bonding method gives more power to players. With new low bow shapes that fulfil FIH Zoppo’s 25mm and 19mm mid bow ranges requirements, the LBXS and LBS feature in come in vibrant colours for 2012 and will be addition to the LBCS and LCLS, which have both a available from July.

For more information call 0044 (0)1442 800124 or email [email protected].

42 Follow us @SportsInsightUK www.sportindustry.biz

TK HOCKEY While world cups and continental tournaments in all sports are hugely important, there is nothing in hockey that compares to an Olympic Games. And when the Games are on home soil, hockey has a great opportunity to showcase itself. All 70-plus matches in the men and women’s tournaments are sold out and they will all be televised - that’s a massive live audience. TK Hockey has spent years preparing its 2012 collection, and with the London Games only months away the company will shortly embark on its launch programme to trade customers. It includes many improvements and new ideas that will inspire players at school, club and international level to join the TK team. The stick range comprises two new showpiece models - Platinum P1 and P2 - which take style, construction technology and performance to a new level. These are complemented by an all-new Synergy range, which has made significant progress since the first models were introduced two years ago, with their power and durability outperforming everything else on the market. To complete the stick range, the Freedom collection offers a wonderfully attractive option for juniors and seniors, while the Core family of sticks is the essential element of TK’s offering. TK’s luggage has also been completely redesigned, along with many player protection and accessory items, which will all receive five-star exposure when the brand new TK website is launched later in 2012. In addition, there is a raft of customer support initiatives that will be unveiled in the coming months. Hockey is expected to hit the headlines like never before this summer and there’s an expectation that many new players will take up the sport as a result. Clubs must prepare for a potential increase in demand and not miss the chance to grow participation and membership - the hockey trade must also be prepared. The GB men and women’s teams are both optimistic about their chances of a medal in London and the intensity of their training gives them a great chance. Similarly, TK Hockey has prepared thoroughly for this most important of years and is ready to reap the reward of its endeavours when the increased demand ensues.

For more information call 01722 326595 or visit www.tkhockey.co.uk.

SCI-SPORT With a refreshing approach to new technology, Brabo is the fastest growing hockey brand in Europe. Its F1 racing composites technology makes Brabo’s sticks lighter than ever and more impact resistant. Add this to the wraparound technology (WAT) launched last year and you have a winning formula. Designed for elite players, WAT improves For additional information sticks’ stiffness and durability. call Sci-Sport on Several players have 0116 2627280 or email commented that it can take a [email protected]. couple of weeks to get used to the power.

www.sports-insight.co.uk 43

We launched our Sports Greeting Cards across Ireland and the UK at the October and November STAG shows, and with the editorial piece in the January edition of Sports Insight we are very pleased to announce that i design cards.ie are being kept very busy doing just that !

Our concept is simple yet effective - This is how it works:

• Tell us the names of your local sports clubs • We will design replica jerseys to those of the local clubs for your cards • The cards are unique to your shop • They are a nice add on product • They bring in your local trade

Option! “build a little into the cost per card which you can give back to the club and let them know you care” they will make sure their members go to your shop.

All you have to do is contact us with the names of your clubs SPECIAL and we will add you to our FOR THE MONTH design list. In a few short weeks OF FEBRUARY you will receive a stand full of cards unique to your shop .

FREE CARD STAND FREE CARRIAGE NO DESIGN FEE Plus 10% off !!!!

WIN WIN ALL THE WAY ! WATCH YOUR STEP Technology plays an important role in the world of sport, so why shouldn’t retailers cash in on the latest stopwatches and GPS systems, asks Catherine Eade?

Technology has brought about significant changes in our day-to- know how far, fast and long day living and today plays an important role in the world of sport, they’ve run - and some want from making competition judging easier and more accurate to to know how many calories monitoring or improving athletes’ health, fitness and technique. they’ve burned. In the late 1970s and early 1980s heart rate monitors began to be “For most runners, the available in stores, but were mainly of interest to serious athletes. main advantage of using a Now devices such as technical pedometers, HRMs and satellite GPS watch is the accurate tracking systems (GPS) are becoming popular. recording of pace and distance covered, while for DEMAND those marathon training at Specialist running shop Runners Need is one chain that has seen a this time of year the significant rise in demand for such technological tools. David accurate pacing helps keep Newman, senior buyer for the chain, says: “Runners are demanding training focused and relevant. more from their training these days and want devices which monitor Plus the watches that can training, measure performance and boost motivation. Watches with connect to a PC and an online GPS technology and heart rate monitors are extremely popular, training centre such as Garmin particularly the Garmin Forerunner 610 with HRM.” Connect have training The number of devices on the market has increased tenfold in programmes for any distance.” recent years to cater for demand, says Newman, who adds: “As the Garmin is one of the leaders in price point has dropped they have become a more mainstream tool - this field, with sales of over 1.5 million like-for-like sales for the second half of 2011 compared to the same fitness devices per year and users of period in 2010 were up 75 per cent.” Garmin Connect approaching two Mark Lanson of Lanson Running agrees. “The market size has no million. European fitness product doubt increased with the growing popularity of running and the cost manager for the brand, Andrew of these gadgets is now affordable,” he says. “Runners always want to Silver, says: ‘Ultimately it depends on how dedicated the athlete is. Knowing accurately how far, fast and hard you are training, and being able to record and review that information, is the RUNNERS ALWAYS basis for any training plan. Also, viewing your progress, comparing WANT TO KNOW yourself against previous runs and being guided through training HOW FAR, FAST AND sessions in real time are great motivational features and the key to LONG THEY’VE RUN consistent, regular training and “ resulting improvements.” 46 www.sports-insight.co.uk ” TECHNOLOGY IN SPORT

Polar, which produced the first wireless heart rate monitor for the Finnish national cross country ski team 30 years ago, is another key SUPER SEVEN player. Training and performance manager Liz Shenton says: “In recent years heart rate monitoring has become an increasingly popular GARMIN FORERUNNER 610 tool for anyone from elite athletes and teams to The first Garmin touchscreen running watch, it’s easy to set up and use the man on the street to measure, maintain and whether or not you’re wearing gloves or it’s wet outside. The main advantage improve fitness. In particular, a wide range of of this over other GPS training watches is the speed at which it found satellites professional sports teams and bodies now place - less than 20 seconds after our reviewer first put it on - so you can start heart rate monitoring at the centre of their running immediately. training programmes to ensure they are always The 610 uses Garmin’s Hotfix technology to remember where you were at peak performance. last, and thus remember where the corresponding satellites were that it needs “Anyone can use a HRM to benefit and to connect with. A USB stick wirelessly communicates with the 610 and shape their exercise or training programme and downloads your workouts so you can track your progress. It’s also small these days there’s a product to suit everyone,” enough to wear as a watch when you’re not out running. A stylish, super Most devices act as a sort of ‘personal efficient piece of kit. trainer on the wrist’, giving feedback, showing results and motivating the user to continue pushing themselves towards their goal. “Our POLAR RCX5 customer is anyone that wants to improve,” says Designed for runners, triathletes and cyclists who want to optimise their Andrew Silver of Garmin. “This can be from training and have an interest in a number of endurance sports, it boasts the someone wanting to do their first 10k, through latest performance enhancing technology and features cutting edge heart rate to someone wanting all the data they need to functions, a maximised display, strong aluminium frame, easy to use buttons, qualify for the Hawaii Ironman. And our compact GPS unit and a waterproof, disturbance free transmitter. products are good enough to be used by elite athletes such as Team Garmin and the Brownlee brothers.” SIGMA SPORT RC 14.11 This running computer is a simple to use device that provides ECG accurate BENEFICIAL heart rate information, speed or pace, run time, distance in mph or kmh and Both Mark Lanson and David Newman believe lap statistics. A docking station and software analyses training data on a home that stocking such products has been beneficial PC or Mac. The automatically calculated heart rate zones (FIT and FAT) are for business. “Independent retailers with market helpful for those looking to reach specific training goals, while the R3 knowledge and technical product training are in transmitter fits on to a soft cloth chest belt with laminated electrodes. The one of the best positions to advise consumers chest belt is comfortable and requires only slight dampening for reliable heart on this technology,” says Newman. “As rate measurement. technology advances, customers will turn to retailers who can provide them with knowledgeable advice to make an informed SUUNTO M2 decision.” More for the recreational excerciser than serious triathlete, Recent technological developments include this HRM device is simple and unobtrusive to wear and products that work with GPS accessories to pick fairly intuitive to begin analysing your heart rate and other workout data. up speed, distance and pace, as well as online software to track training progress, set goals and challenge friends on social media sites. And for TIMEX RACE TRAINER PRO the runner who likes a bit of fun with their A heart monitor without GPS. Set up is easy and the monitor has a good range fitness, there is also something to be said for of features, with five custom heart rate zones that can be programmed and wireless headphones. varying targets. Software download and logging into the Timex Trainer online Jabra has reported soaring sales of its log is simple. The white casing and wrist strap might put some people off. hands-free wireless headphones for runners. Suzaan Sauerman, channel marketing director, says: “Sales of headphones are definitely on the THE NIKE+ SPORTWATCH GPS rise in all markets, from professional sportsmen Tracks time, distance, pace, heart rate and calories burned. It also shows your and women to football players and runners. mapped route, pace data and changes in elevation on Nikeplus.com. View Statistics prove that it’s more productive to work your Nike+ history (up to 50 runs) and PRs, and set automatic run reminders out with music and most people who are when a run hasn’t been logged in the past five days. The watch is simple and running or training in the gym use music to keep easy to use with intuitive menus. them going. With the Jabra Sport headsets, you can also make a call if you need to due to the built-in microphone.” SOLEUS GPS 1.0 Jabra Bluetooth headset wearers can also An easy to use compact digital watch for tracking speed and distance. Auto download the Endomondo Sports Tracker app lap splits at every mile and night light mode helps for late night runs, while to get feedback on their workouts, as well as the intuitive GPS helps navigate a run, walk or hike. You can also personalise listening to music or talking on the phone. Now it by inputting your personal data to track calories burned during each that’s my kind of gadget. exercise routine.

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MARU TWENTY 12 COLLECTION

In anticipation of one of the biggest sporting years in British history, Maru swimwear presents the Twenty 12 collection. This capsule range features strong primary colours and striking graphics reflecting the spirit of the event. The designs for men, women and children are bold, vibrant and dynamic, and there are silhouettes for all, featuring the Union Jack with a Maru twist.

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50 Follow us @SportsInsightUK www.sportindustry.biz

AQUA SPHERE Aqua Sphere is an innovative expert that’s committed to enhancing the swim experience for everyone. Its K180 is the first-ever hydrodynamic small socket goggle with asymmetrical and anatomical curved lenses, combining outstanding wraparound vision with the most comfortable and natural fit possible. Already getting excellent reviews from swimmers, a K180+ micro gasket version is also available for even faster elite level racing. Both are available in Lady versions to ensure the best possible fit for the female face. With the full range of stylish performance swimwear and accessories completing its resource, Aqua Sphere delivers the proven swim solution. Small wonder it’s been chosen as the official swim partner for the British Gas Great For more information call 01254 692200 Swim 2012 Series. or visit www.aquasphereswim.com/uk.

CRESSI FLASH GOGGLES Cressi’s Flash goggles feature separate eye pieces that are characterised by the presence of an elastic element within the structure that allows for perfect adaptability to a large number of facial profiles. UV protected and anti-fog treated, the shatterproof lenses are slightly curved on the outer profile, offering maximum visibility. Available in two sizes - standard and small - and a range of nine colours.

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www.sports-insight.co.uk 51 Tel: 0044 (01)1254 692200 www.aquasphereswim.co.uk ADRENALIN CUSTOM CRICKET APPAREL

Avaliable in a range of highly advanced technical fabrics providing outstanding value for money. Professional quality products at affordable price points with a service that is second to none. Availability in following colours:

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] INTERSPORT ENJOYED A SUCCESSFUL 2011

At the group’s recent Q3 2012 Show Sports Insight caught up with general manager Tom Foley, who this month marks his first year in charge of operations for the UK and Ireland.

HOW HAS YOUR FIRST YEAR BEEN AT Coming from a similar challenge in my previous role in Ireland, INTERSPORT? many of the issues and opportunities that confront retailers remain It has been fast and extremely enjoyable. I have the pleasure of the same. In fact, speaking and working with my counterparts who working with a team of committed individuals both here in the UK run INTERSPORT around the globe, it amazes me that we have so and at our international headquarters in Berne. much in common, despite assertions from many retailers here that we operate in a unique market. Of course, the advantage that we have over other sports buying groups is the INTERSPORT brand and all the benefits that brings.

WHAT HAVE BEEN THE MAJOR SUCCESSES OF 2011? Within the UK and Ireland our major success was to firstly consolidate and concentrate on the more relevant areas of our business, as well as energising our members to become more involved in the group so they can have an input and impact into our decisions and outcomes. The re-establishing of regional meetings and the widening of sports category steering committees has helped focus members’ minds and has resulted in us working more in a common direction.

We have also begun to work in a more involved way with our key suppliers. It’s a mutually beneficial partnership approach where suppliers give our members all the support needed to enhance margin through improved terms and exclusivity, which is coupled with appropriate traffic drivers and sell out tools. In return, our members will endeavour to give the brands the prominence in store and provide a retail environment where the brands are represented in a way that is in keeping with their image and objectives.

This will be an ongoing project and to support the move this year we will be employing a full-time visual merchandiser who will work with our members on a day-to-day basis to help improve the quality of their retail spaces and create a greater consistency across the group store portfolio.

54 Follow us @SportsInsightUK HOW IMPORTANT IS IT TO CONTINUE INTERSPORT plays a pivotal role in supporting these retailers TO BUILD THE INTERSPORT BRAND? through improved terms, marketing support, networking INTERSPORT is currently the biggest global sports retailer with opportunities, quarterly shows, own label product, exclusive product, and the strength and assurance of been part of a larger combined retail sales of close to €10 billion. While we have been global picture. working on a more common approach locally, we have also been working to do the same across all our markets internationally. Even during my short time here I have been involved in discussions and decisions that are leading to greater harmony and synergies between national organisations.

It is impressive to see our increasing global campaigns with our strategic brand partners being executed across the world in the same way. For an independent retailer in the UK or Ireland to be part of such a huge global drive is quite amazing. This can only be possible through the vehicle of a common brand. The INTERSPORT brand is over 40 years old and during its history has earned a reputation for offering expert consumer advice and a premium retail channel for a strong multi-category specialisation.

DO YOU THINK INDEPENDENT RETAILERS HAVE A BRIGHT FUTURE? WHAT ARE YOUR FUTURE PLANS FOR Absolutely, but only the retailers who are prepared to change with THE GROUP? the times have a real chance. We operate in a global society As we advise our retailers to continuously change, we too as a where consumer expectations are higher than ever before, and the central organisation need to keep changing. flow and sharing of information through the digital world is borderless and instantaneous. Technology is advancing at such One of the immediate challenges for INTERSPORT as a buying speed that it is presenting both threats and opportunities that group is to work towards a more integrated model. This process is taking place in our other national organisations with great effect, need understanding. leading to greater consistency across countries and greater integration between markets. All the indicators suggest that there will be further consolidation Retailers maintain their independence, have discretion over their within sports retailing during the medium term - not just here, but buying, but work in a common direction, with common goals, in a across Europe. The independent trade in the UK has taken a more integrated approach. We have begun communicating our hammering in recent years, with a huge decline in the number of plans to our retailers and suppliers and the reaction has been very independently operated stores. This has happened through people favourable. closing businesses no longer considered viable, but also because retailers have retired. The average age of the independent retailer is quite high and there are not enough younger people succeeding those that leave the business.

Brands have not helped either by creating unrealistic obstacles in the way of aspiring retailers trying to get up and running.

All of that said, I see excellent retailers every day. Their businesses are performing well, they know their markets very well and in some cases have ambitions to grow and expand their operations.

DO YOU EXPECT THE GROUP TO GROW FURTHER? We have enjoyed good growth over recent years and I expect further growth both in the UK and Ireland. Internationally, I anticipate further announcements on the expansion into new markets and this growth will likely continue over the coming years.

INTERSPORT is in a strong position and should and can offer a quality retail channel in this market. For this reason, I think the group will continue to attract like-minded retail partners. www.intersport.co.uk

www.sports-insight.co.uk 55 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

RISE OF THE CLOUD Touted as cost saving and efficiency enhancing, is 2012 the year your business embraces cloud computing? Dave Howell reports

The ‘cloud’ continues to be debated by every size of “For the 34 per cent business. Initially seen as little more than an off-site who run the risk of not storage medium, the cloud as a concept has rapidly getting the best bang for evolved. Today, cloud computing, the practice of using a their buck from their network of remote servers hosted on the internet to store, business efficiencies, manage and process data, offers a platform for services we would recommend that all enterprises can take advantage of. they run a pilot However, research carried out last year by internet service programme and put a provider Easynet Connect revealed that while there is a common non-business critical understanding of the business benefits a virtualised environment application - such as can offer, the number of small and medium-sized enterprises with email or a customer no plans to utilise the cloud is on the increase. relationship management tool - in the cloud. Based on GUIDANCE our experience, we believe that Additionally, the findings highlighted the need for specialist this will not only prove the cloud guidance, as less than half of respondents said they had a strategy concept, but it will clearly demonstrate in place for moving to the cloud. Worryingly fewer still said they the business benefits that can be gained too. And it will also tip the would be bolstering business continuity measures or their internet balance by adding that much needed feeling of confidence that the connection as part of their cloud strategy. This presents an cloud is the way forward for the SME market.” opportunity for service providers and resellers, whose ability to A wholesale move to cloud-based services is some way off, maximise return on cloud investments could well be of great value particularly for smaller enterprises, but the trend is growing. to SME customers. Microsoft reports that over a third of businesses it polled will be “The challenging economy shows no sign of abating,” says buying some form of cloud-based service this year. It also points Andy Horn, general manager of Easynet Connect. “Therefore it’s out that many companies - particularly SMEs - will approach the critical that businesses are proactively leveraging technology to cloud with hybrid systems. make sure they are as efficient as possible. The cloud can really help here. The gap in attitudes that we’ve identified is, in itself, worrying. However, the low levels of planning - especially around the internet connectivity that SMEs will need in the cloud - highlights the need for specialist advice and high quality solutions based on the latest fibre technology. E-TAILING

SECURITY With the rush to exploit the power the cloud offers to small enterprises, basic due diligence can be overlooked. The cloud is still perceived by many business owners as a less than secure environment. Enterprises that handle personal data, such as retailers, need to be especially vigilant when moving any sensitive information to the cloud. Your business may already use Google Mail and Google Docs, but perhaps just as a way of offering more collaboration tools for employees rather than part of your strategic IT planning. Additionally, you may have moved some of your data storage to Amazon or Microsoft’s services, and if you use Salesforce.com for CRM you have experience of how a hosted platform can be delivered with minimal hardware costs. A recent white paper from market research specialist IDC concluded: ‘Cloud computing is one of the prevailing IT trends. In fact, IDC is predicting that cloud computing will be moving from a talking point to just another way to deliver IT in 2012 as one of the key transformation technologies in the marketplace. ‘By providing greater levels of automation, orchestration, provisioning and deployment, cloud computing can help organisations become more nimble, reduce operating costs, improve application performance and better allocate their computer resources.’ Many SMEs want to adopt more cloud-based services, but a lack of integration and, in some cases, the need to manage several vendors is slowing the uptake. However, what is clear is that as cloud services mature SMEs will be clear winners, as the cloud has the potential to slash IT costs and deliver significant efficiency gains..

“Cloud adoption will be gradual and SMEs will continue to savings and efficiency gains at this stage of their development? operate a hybrid model with an increasing blend between off- In some cases, yes. Companies that could be spending upwards premises and traditional on-premises infrastructure for the of £10,000 a year on Microsoft’s Small Business Server could see foreseeable future,” says Marco Limena of Microsoft. “As cloud this cost slashed to a few hundred pounds by switching to computing becomes more ubiquitous and SMEs’ existing IT Google’s hosted services. becomes outdated, adoption will grow rapidly. However, Bart Thomas of Cloud Nine, a cloud computing “SMEs that want to maintain their size, but want to become provider, warns that the current cloud platforms don’t offer the kind more profitable, seek cost-effective, efficient solutions that of integration and off-the-shelf set up businesses may be used to. match their needs for predictability and low overhead cost. “The idea of a small business Cloud services can serve both sets of criteria.” building a cohesive computing Can cloud computing services offer cost platform from services offered by a

multitude of cloud providers is not practical at this stage,” he explains. “Of the large purely web-based cloud providers, Google currently provides the most complete offering with Google Mail and Google Apps, but the depth and functionality of these solutions still doesn’t meet the needs of most SMEs.”

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Google Analytics offers a simple website testing tool

TESTING TIMES Assessing changes to your website before they go live is crucial to boosting its performance and profitability, says Mike Thornhill, CEO of ActivInstinct and Millet Sports

With the Christmas silly partly explained by the trend in customers browsing and season now well behind us researching more. A large part of that is also down to changes and thoughts focused on the in websites that might look good, but actually adversely impact 12 months ahead - or losing performance. the pounds put on over the To give an example, a company selling fragrances launched festive period - now is a good a completely new website that addressed all of the perceived time to think about testing. shortcomings of its existing one, only to find that their conversion No, I don’t mean setting exams rate dropped by 30 per cent. This was despite the company taking for your colleagues, but looking at a lot of time over it, clearly documenting what it wanted, mocking running tests on your website. Many up designs, having them critiqued and employing a well regarded people question the value of this, but with design agency. 2012 predicted by the doomsayers as Despite doing everything it could to try and get the right result, potentially tougher than 2011, any help to improve performance is the business’ old site - which did look a dog’s dinner - was better surely only a good thing. performing commercially. However, this fairly standard and straightforward process of analysis, design, critique and build for a FOCUS website hasn’t changed in over a decade. To put this in context, I What do I mean by testing? It covers any change you plan to make used a similar process in 1997 at Littlewoods Home Shopping when to your website. True, adding products as you would normally isn’t the team were developing its first online businesses. likely to affect performance as much as changing your site design, so While the example above is an extreme one, it illustrates the it is important to focus on what is likely to have the biggest impact. point that even the best thought out implementations don’t always If you’re not doing this already then you’re very much in the go down well with customers, a fact worth bearing in mind when majority, but you shouldn’t take comfort from that given that over the last you next think to change the navigation or introduce something you few years conversion rates have dropped by 55 per cent, which is only liked from another site.

62 www.sports-insight.co.uk E-TAILING

CONTINUOUS EVEN THE BEST At ActivInstinct, we decided to implement a continuous programme, as the team are constantly coming up with new THOUGHT OUT ideas. But without being able to measure them you’ll never know the impact - and we are very protective of our conversion rate. IMPLEMENTATIONS We’ve been running the programme for some time now and it DON’T ALWAYS GO constantly throws up surprises. For instance, we introduced a new “ product page with what we and everyone else thought had better signposting for choosing options and adding to the basket, but it DOWN WELL WITH actually showed a seven per cent reduction in conversion. If we had just gone on looks alone, we would have been losing sales CUSTOMERS and wasting marketing spend hand over fist. Before you go about testing, there are a few things you need to consider. First, are you already measuring key metrics such as conversion rate, average order value, etc? If you’re not, you’ll ADVICE need to get that in place. But if you’re not an expert in site usability or statistics, it might be The next thing you need to consider is what you’d like to test. worth speaking to a few of the vendors that offer both a testing This can be as simple as a home page hero image or as complex platform and also advice on what might work, along with the as a new checkout process. Either way, after a bit of resource to create the test for you. These naturally come at a brainstorming I’m sure you’ll have a list as long as your arm and cost, but they can be worth it to help focus the tests on what is in need of prioritisation, which is the next step. You have to work likely to give the best result and get value ”for your time as well as out what is most important to you - increasing conversion, your money. improving basket value, increasing customer registrations, etc. The most important point to make is this: if you aren’t testing The next and most difficult step is how to do it. If you have new developments on your site to understand how customers view development resource in house then they might be able to set up them, how do you know you’re not chipping away at its simple A/B tests (ie, show group A one thing and group B performance? another thing and see which works best). However, there are lots If we had implemented all of our ideas without first testing of resources and companies that can assist with this - for them to see if they would work, we would have reduced our instance, Google Analytics has a simple website testing tool that site’s performance by 15 per cent - food for thought in these can help get tests going and show the results. challenging times.

www.sports-insight.co.uk 63 R

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I had wondered why my assistant we’ve been there yet. The Norman had been carefully stacking all road is under water. those empty shoe and trainer boxes in ‘The good news is the back of the storeroom for ages, and that I’ve got a bull- then I found out. fighting poster It seemed that when you had enough box printed with my tops you were entitled to a very early spring name on it and holiday at the El Skorchinghot holiday complex we’ve heard of a in Majorca and Norman suddenly announced, place that does cool as you like, that he and Valerie would be real English food. flying off into the sunshine the week after next, All the foreign if that was all right with me. stuff seems to be cooked in NON-EXISTENT Vaseline. As business was almost non-existent and the ‘Day five. last occasion Norman had some time off Still raining. The was four days touring the Devon and fish head salad Cornwall chippies in his brother Derek’s has brought camper van in 1995, I said it would be okay, Valerie out in a rash so long as he didn’t expect any holiday and she was kept awake money and paid the week’s insurance stamp. by Scotsmen throwing lager tins on the roof. FELIZ NAVIDAD There’s got to be some give and take in She says she wishes we’d gone to Folkestone. I’m regularly addressed as senor, customers business, after all. ‘Day six. They say the sun came out are hailed with “Hola, como estas?” when I must say it was nice to have the shop to yesterday lunchtime, but I was in the toilet they come in and “Adios. Hasta pronto” when myself, but Norman hadn’t completely and missed it. In future I’ll keep away from they go out and every sale is greeted with disappeared. I had an email from him every that Spanish separatist sorbet. Valerie says “Feliz Navidad”, which I always thought day, sent from a laptop he’d borrowed from the she’s getting quite a tan through her jumper. meant Merry Christmas. bloke in the next chalet. ‘Valerie has found out that Juan our After decades of reviling Spanish I suppose I should waiter isn’t Spanish at all, but is a footballers as a load of posturing ninnies, have thanked my gas fitter from Huddersfield. Norman is now in no doubt that everyone lucky stars he A MAN He asked her not to say from Harry Redknapp down could learn a hadn’t got Skype. anything because he’s good few lessons from Barcelona and Real The first WHO WEARS trying to start a new life Madrid, and that Wayne Rooney, even on a indication we got and, if you ask me, a good day, is hardly fit to clean the boots of that Norman’s first-ever TWO GOLD man who wears two Fernando Torres, not to mention David Villa. foreign holiday wasn’t gold medallions must Anyone who will listen is now assured quite living up to be pretty low in that travel broadens the mind and told in expectations was when MEDALLIONS confidence. grisly detail how many air miles you need for he emailed: ‘Day three. MUST BE ‘Last day. a long weekend in Istanbul. A clothing rep, It’s still raining. Water“ is Came second in subjected to over an hour of holiday snaps, coming through the the pool was seen to totter from the shop and sit in roof of our chalet. Wish PRETTY LOW IN competition and their car with his head in his hands. I’d brought my wellies the prize was But having ‘Vee-Vah L'Espan-Yah’ at five- and the chap next door is CONFIDENCE another week at minute intervals between lunch and closing locked solid with sciatica. El Skorchinghot at time yesterday was definitely the final straw. As ‘I’ve spent the last two days playing pool. half price. It was tempting, but as Valerie a result, I’ve spent this morning in the The strong lights are giving me quite a nice said, the cat will be missing us.’ stockroom tearing the tops off shoe and trainer tan and yesterday I won a box of chocolates The seasoned traveller came back on boxes and making a few rough calculations. for potting two balls at once. Monday and now there are two model With a bit of luck and a following wind we ‘Day four. Abroad isn’t quite how I’d toreadors on the counter, a pair of castanets should have Norman back at El Skorchinghot - imagined. The only palm tree I’ve seen is the on the coat rack, a sombrero hanging on the this time, hopefully, for at least a fortnight - not plastic one on the Toreador Bar and you stockroom” door and Norman’s bull fighting later than the second week in July. If he wins the have to go to the beach on the bus. Not that poster in the toilet. pool prize again, I’ll happily look after the cat.

66 Follow us @SportsInsightUK The SDL Group is the parent company of Surridge Sport and SDL Trophy.

With a heritage of 145 years. A Sports Supplier that is able to provide • Clothing • Trophies • Promotional Goods • Equipment • Accessories Benefit from our multi sport clothing and trophies all available under one umbrella.

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Contact us now for more information 01282 418448 [email protected] www.sdlgroupltd.com