Cover_Sport Insight cover 6 QX 1 26/08/2011 12:37 Page 1 SportsSERVING THE SPORTS TRADE IN THE UK AND ROI www.sports-insight.co.uk £3.50 SEPTEMBER 2011 Insight THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS

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INSIDE THIS ISSUE WWW.MANTIS-SPORT.COM SEE PAGE 34

MARKETING CHILD'S PLAY BARRY HEARN IN SEASON 11 low-cost strategies to Sales growth for under-11's Creating a brave new Focus on darts, football raise your business' profile footwear and apparel world for traditional sports and racquet sports Primal_Layout 1 25/08/2011 12:05 Page 2 LISTEN WITHOUT

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IN THIS ISSUE CONTENTS 09.11 E-CATALOGUES & BROCHURES To view the latest trade e-catalogues ABC Certification SportsInsight and brochures, working with visit www.sports- Sports Insight has a current ABC insight.co.uk. certified circulation of 5,496 (audit period July 1, 2010 - June 30, 2011). The Audit Bureau ONLINE COMPETITIONS of Circulations (ABC) is an independent audit For more details on the latest Sports Insight watchdog that verifies magazines’ circulation online competition visit www.sports- figures, providing accurate and comparable data insight.co.uk and click on the competition tab for advertisers. for your chance to win. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to conform to industry standards. WEEKLY E-NEWSLETTER Are you missing out on the latest industry news? Then subscribe to the FREE Sports Insight newsletter. Simply go to www.sports- insight.co.uk and COVER STORIES click on the TALKING SHOP newsletter tab. 08 CHILD’S PLAY 26 Victoria Walton, CEO of SportPursuit.co.uk Sales growth for under-11’s WWW.SPORTS-INSIGHT.CO.UK footwear and apparel 56 E-TAILING 28 BARRY HEARN Can retailers benefit from developing their own app? Creating a brave new world for traditional sports 66 UNDER THE COUNTER 30 MARKETING A sideways look at the world of 11 low-cost strategies to raise independent retailing your business’ profile IN SEASON REGULARS 36 SPORTS SUPPORTS NEWS 39 DARTS 10 RACQUET SPORTS Latest headlines, key dates and events 43 44 FOOTBALL RUGBY 14 KIT STOP 50 Essential stock for your shop 21 FOCUS ON FEATURES SIDAS 32 MY SPORTING LIFE Amanda Beard, the face of 22 MOVERS & SHAKERS swim brand Aqua Sphere Andrew Mulvenna, co-founder of Brightpearl 63 ONLINE MARGIN SQUEEZE 24 FSPA FOCUS There are dangers of this trend that go beyond The latest news from the Federation of reduced profitability for ecommerce retailers, says Sports and Play Associations Maz Darvish of Sweatband.com

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 Ashworth information or advice given or inferred. No part of this publication Fax: 01206 500243. Advertisement Art Director: Clare Brasier may be copied, broadcast, interpreted, or stored, in any form, for Advertising Sales Reproduction: Ace Pre-Press. Tel: 01206 797541 any purpose, without the written permission of the publisher. 21-23 Phoenix Court, Hawkins Rd, Accounts: Philip Bale. Tel: 01206 505907 ABC certified circulation: 5,496 Colchester, Essex CO2 8JY Published by Maze Media (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 www.sports-insight.co.uk SportsInsight_advert_A4_4threv.pdf 1 23/08/2011 14:45

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** Winner will be selected at random in September. day trial! NPD_SI Template 26/08/2011 14:17 Page 1 UPWARD TREND Sales of footwear and apparel in the children 11 and under sector are increasing as parents shun cheaper products in search of value for money, says the NPD Group

We all know how the current economic woes are during the 12 months to March 2011 compared to the same affecting the adult world, but what sort of deal are period in 2009-2010. children getting at the moment? Are parents holding off purchasing non-essential shoes and clothing or is the RECOVERY market beginning to grow? With volume sales increasing, the children 11 and In the adult sector popular brands have been the under sector is enjoying a recovery - the growth has seen beneficiaries as consumers are currently more likely to almost one million additional pairs of shoes or items of purchase products they know are of good quality. While clothing leave the shelves. The VAT increase has meant adults’ principle reasons for purchase are comfort and fit, prices have risen, but it’s not a significant growth driver in they want value for money when buying for their children. this particular market. The response “it was cheap” has been a common reason Sales of footwear have risen eight per cent in this period, for purchase over the last 18 months, but NPD’s Consumer with well over £300 million worth of goods sold and Panel has noticed a change. In the children 11 Nike and adidas leading the charge. The good news for and under sector this response was those worried that children spend too long in front of less likely to be given the television is that these shoes are being used largely for sports and not just leisure purposes. Leisure usage has increased by three per cent and leads the way in the footwear usage category, but football, fitness, running and general sports are all in good health. GROWING SECTORS Purchases of football footwear have risen 14 per cent in the 12 months to March 2011 - a trend that values this market at almost £90 million. Fitness and gym are the growing sectors for girls, with many caught up in the dancing craze that has exploded in the UK thanks to films such as High School Musical and TV talent shows. And not only are the dance classes full, running is also booming. It has been mentioned before by NPD that females are more likely than males to train alone. This trend looks set to continue in the younger age groups - there’s been a 46 per cent rise in sales in the girls’ running market, which is currently valued at £6 million and represents a larger market than the boys. An interesting fact is that when parents buy

08 www.sports-insight.co.uk NPD_SI Template 26/08/2011 14:17 Page 2

CHILDREN

for their sons staff competence is a major factor in why they chose a particular retailer to purchase from. This factor is rarely considered when parents buy for their daughters, so perhaps there needs to be more effort in promoting sports shoes to girls. The promotions and bright lights lead to the football products, but is there enough emphasis on girls’ running or fitness products? It would be unfair to suggest retailers aren’t focusing enough attention on the girls sector, but the easy sale of a new football boot could overshadow a lengthy discussion on girls’ running or dance shoes. So as the children’s market enjoys an upwards trend, it would be a good strategy to concentrate on both genders. Certainly boys will keep coming back for the next generation of football boot, but girl’s shoes might just generate more sales than expected.

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.

SALES OF FOOTWEAR HAVE RISEN EIGHT PER CENT, “WITH WELL OVER £300 MILLION WORTH OF GOODS SOLD”

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ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675 Dates HELLY HANSEN BECOMES OUTDOOR TRADE SHOW STAG SUPPLIER SEPTEMBER 26-28 Helly Hansen has joined the STAG/Freedom buying group as a supplier in the Stoneleigh Park, Warwickshire UK and Ireland. “Many STAG and Freedom members will benefit from our agreement with INTERSPORT Q2 2012 SHOW Helly Hansen,” says Ricky Chandler, joint managing director of SEPTEMBER 27-28 STAG/Freedom. “We are very much looking forward to developing our business Cranmore Park, Solihull with Helly Hansen in the coming years via the group in the UK and ROI. A strong marketing and sales initiative has been put in place to achieve this.” STAG ALL IRELAND David Wiley, UK sales director at Helly Hansen, adds: “The UK and ROI markets are incredibly competitive, and it’s crucial for Helly Hansen to BUYING SHOW 2011 recognise that we need to be building even stronger relationships with OCTOBER 23-24 independents that deal directly with our target consumers. Tullamore Court Hotel, Tullamore, Co Offaly “Linking with STAG and Freedom buying group members means we can drive forward our initiatives to communicate with and meet the needs of STAG BUYING SHOW 2011 consumers that live, work and play in the harshest environments.” NOVEMBER 20-21 Cotswold Water Park, Four Pillars Hotel Transfer …Mike Evans has been appointed general ISPO MUNICH manager of The Football League Trust. Market Evans, who is currently the trust’s national JANUARY 29-FEBRUARY 1, 2012 project manager, will take up the role from New Munich Trade Fair October and will be responsible for funding arrangements for community and youth development across The Football League and its ISPO BEIJING member clubs…New Balance has promoted Mark Ward to the post FEBRUARY 22-25 of general manager UK and Ireland from his previous position as China National Convention Center country manager, where he had recently taken over additional responsibility for UK and Ireland subsidiary operations. Ward and his SMMEX 2012 team will assume additional sales and trade marketing responsibility for MARCH 5 the Warrior brand within the UK and Ireland and report to Jon Ram, Wembley Stadium New Balance’s EMEA managing director… ADIDAS POSTS STRONGER THAN EXPECTED SALES FIGURES adidas has upped its 2011 sales and earnings guidance after a stronger than expected half-year performance. The group’s sales increased 14 per cent in the first six months of 2011 to €6.337. As a result, the brand now forecasts group sales to increase at around 10 per cent for the year. Group revenues grew five per cent in Western Europe, supported by double digit growth at TaylorMade-adidas Golf and sales increases at adidas. This figure was 41 per cent in China and five per cent in North America. “After outlining our strategic vision for the company through to 2015 late last year, we have wasted no time and come out of the starting blocks in typical adidas Group fashion - fast and focused,” says Herbert Hainer, adidas Group CEO. “No matter which way we break down our results - by segment, by region or by brand - all facets of our business are excelling.” Hainer adds: “No matter which retailer I speak to or which market share statistic I read, our product sell-throughs are stronger than they have ever been. Despite severe external pressures from currency volatility and rising commodity prices, we were able to defend our profitability as a result of our unparalleled strength in innovation and design as well as supply chain excellence. After the strong first half performance, we are on our way to record sales and earnings in 2011.”

10 www.sports-insight.co.uk News_News 1QX (lewis) 26/08/2011 14:15 Page 4

“My players are always at their best when they are unconscious.” Dr Bob Rotella, Lee Westwood’s psychologist

Sponsorship …Craig Samson of St Mirren FC has agreed a deal to wear Reusch News goalkeeper gloves for the next two seasons…Mizuno has become the official footwear and sportswear sponsor of the new RunLiverpool Marathon. The 2011 race, which takes place on October 9, will be the first to be held in the city in over 20 years. As part of the deal, Mizuno has given 10 pairs of running shoes and t-shirts to Liverpool Unites, one of the event’s charity partners, which will be donating them to Alder Hey Children’s Hospital to assist in patients’ long-term care and recovery plans. In addition, Mizuno will be commencing its ‘Mizuno Tech Tour’ exclusively at the RunLiverpool Marathon. Featuring a footwear display, Mizuno’s PrecisionFit analysis tool and treadmill facilities, the brand’s purpose-built Mizuno Tech Tour vehicle looks set to be a popular attraction at the race, which will embark on a 12-month tour of UK race events following the completion of the RunLiverpool Marathon…world number one squash player Nick Matthew has signed a long-term global sponsorship agreement with HI-TEC to endorse the brand’s range of performance squash footwear. Matthew will be wearing the new HI- TEC S702 squash shoe and will collaborate with the brand to develop a signature shoe… Puma has signed Thierry Henry to be the face of the brand’s North America marketing initiatives and football campaigns. The former Arsenal, Barcelona and Juventus star is currently enjoying a second season in the MLS with the New York Red Bulls…Orca has secured the sponsorship of brothers Andreas and Michael Raelert - two of the world’s most successful triathletes. The German duo join the Orca and Orbea team on three-year wetsuit, apparel and bike contracts. Both had a successful 2010 season, with Michael taking his second 70.3 world championship and Andreas winning the European Ironman Championship…MANTIS has been appointed the official ball and racket sponsor of the AEGON Masters Tennis tournament until 2013… ASICS EUROPE SALES INCREASE 21% ASICS Europe’s sales rose 21 per cent for the first quarter of the year on the back of a 34 per cent increase in turnover for the brand’s running footwear. Strong growth in the German performance running market, higher priced products and the development of new categories such as trail running drove the rise. ASICS also enjoyed double digit growth in its indoor sports and tennis categories, as well as performance apparel. During 2010 ASICS successfully reorganised its apparel design and development team in Europe and is now on track to quadruple turnover by 2015, as previewed in the company’s growth plan. In Europe apparel is seen as it biggest growth opportunity and now contributes nearly 40 per cent of sales in ASICS-owned retail outlets. Regions across Europe performing well include Russia, which reported triple digit growth, while double digit growth was seen in the UK, Germany, Scandinavia, France, Benelux and Poland. ”We are outperforming the market in all key sports categories, while reinforcing our position as the undisputed leader in running,” says Alistair Cameron, CEO of ASICS Europe. “With a clear strategy to develop ASICS as the true sport performance brand, we are ideally positioned for the Olympic year and beyond. With major product launches planned in the next six months, we are looking to continue the strong positive trend. We are on course to deliver ASICS’ goal for long-term sustainable growth.”

www.sports-insight.co.uk 11 News_News 1QX (lewis) 26/08/2011 14:15 Page 5

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

SPINDRIFT LAUNCHES INTO SPORTS & OUTDOOR OFT DECIDES TO CLOSE Spindrift, a new media communications company SPORTS DIRECT-JJB PROBE specialising in providing support for companies operating Sports Direct has welcomed the Office of Fair Trading’s provisional decision to close its in the sports and outdoor sectors, has opened for business investigation into alleged anti-competitive conduct in the sports retail sector. Set up by trade and consumer journalists Alistair The OFT expects to reach a final decision later this year. Phillips and John Kitchiner, Spindrift “It is in line with Sports Direct’s long held views on the investigation,” says chairman Keith (www.spindrift101.com) offers a range of services to Hellawell. “It is also consistent with previous decisions taken by other regulatory bodies.” companies looking for media help, primarily on a project- The investigation follows an approach made by JJB on January 30, 2009 for immunity in by-project basis. accordance with the OFT’s leniency programme in relation to what the retailer described as a “a The company can provide copy and photography for suspected agreement or concerted practice to dampen competition in the sports retail market in newsletters, brochures, product catalogues and press the period from June 8, 2007 to March 25, 2009”, the period in which former chief executive, releases in a style that suits the focus and ethos of a brand. Chris Ronnie, was employed by the company. It can also freshen up existing websites or build new ones As the leniency applicant, JJB said it has been cooperating fully with the OFT throughout from scratch, as well as advise and provide creative input its investigation, and will continue to do so. The retailer went onto say that it is not in a position on advertising and marketing materials. to comment on the reasons behind the OFT’s provisional decision.

Nike has committed to the elimination of releases of all hazardous chemicals across its entire supply chain and lifecycle of its products by 2020, following a Greenpeace challenge to ‘detox’. The brand’s promise to remove persistent, bioaccumulative and hormone disrupting substances from its supply chain comes five weeks after the Greenpeace report, Dirty Laundry, revealed commercial links between major clothing brands, including Nike, Puma and adidas, and suppliers responsible for releasing toxic pollution into Chinese rivers. As well as its commitment to zero hazardous discharges by 2020, Nike has agreed to address the issue of the ‘right to know’ by ensuring full transparency about the chemicals being released from its suppliers' factories. The company said it would publish its implementation plan within eight weeks.

NIKE RESPONDS TO GREENPEACE ‘DETOX’ CHALLENGE

12 www.sports-insight.co.uk News_News 1QX (lewis) 26/08/2011 14:16 Page 6

“Similar build, similar colour, similar stature.” Darren Clarke explains why he and Tiger Woods get on so well

…The England Hockey Board has launched a Sports grassroots campaign designed to increase participation figures in one of the UK’s most shorts popular Olympic sports. Back to Hockey, which is Independent Sports set to roll out nationwide from September, aims to inspire over 15,000 women to get back into the sport over the next three years. The campaign targets women who have previously Retailers Alliance participated in the sport, either at a recreational or competitive level, and caters for all ages and abilities. Back to Hockey offers six-eight week blocks of informal 60-90 minute sessions focusing on refreshing skills, fun and fitness in a social setting… Independent sports retailer Activinstinct has made the finals of the National Business Awards in the Small Online Business of the Year category. Other organisations shortlisted include Debenhams, JD Wetherspoon, moneysupermarket.com, Harvey Nash, Stannah and ShortList Media. Winners will be announced at the National Business Awards gala dinner at the Grosvenor House Hotel, London on November 8…

BENEFITS As part of the group, independent sports retailers create a dynamic unit. The benefits are considerable: ■ Stronger collective buying. ■ Better discounts. ■ SMU and broader product offerings. ■ Access to new suppliers. ■ Lower costs. ■ Own-brand product. ■ Improved profit margins. ■ Market awareness and opportunities.

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PRODUCT ROUND-UP KIT STOP Essential stock for your shop

JAKABEL IS IN STOCK ALL YEAR ROUND

● Full range of neoprene wetsuits 0-11 years. ● Floatsuits from 2-5 years. ● UV 50+ wear from baby to 13 years. ● Pool toys and accessories for all ages. ● 2-3 day delivery.

For more information call +44 (0)20 8715 2385, email [email protected] or visit www.jakabel.com.

ALPHA STRONG BAG FRESH FROM THE USA Alpha Strong sand bags are simple, strong and made to last. They’re the first sand bags on the market that have function driven handles for easy handling and versatility. Benefits include:

● Multiple exercise drills standing in one position. ● Portable. ● For beginners and pros. ● Can be used in conjunction with kettlebells, bands, etc. ● Great for conditioning training. ● Challenging, but never boring.

There are three versions available in different colours, which can be supplied unfilled to end users. Offering good margins, the suggested retail price for these bags starts at £72.00 (inc VAT). Jordan Fitness is the main European distributor for Alpha Strong.

For more details email [email protected].

14 www.sports-insight.co.uk Kit Stop_Kit Stop 26/08/2011 14:44 Page 2

www.sportindustry.biz

For more information call +44 (0)1920 871453, email [email protected] or visit www.team-colours.co.uk. TEAM COLOURS Team Colours’ focus has been on a new range of rugby products and designs. Alternatively, for a completely unique team design Team Colours has Ideally suited to school and university teams with common colour clashes, released a new set of simple and elaborate designs for custom sublimated the company’s new set of semi-reversible rugby shirts offer a plain colour rugby shirts. The regular designs combine powerful and stylish looks available cotton rugby shirt with a second colour embellishment on the inside. The in any colours, while the more unusual and novelty designs are ideal for rugby option to keep a simple team shirt while having a practical back-up can be a tours. The benefits of this distinctive printing technique are its flexibility to perfect solution to many teams. create any design and incorporate all badges and sponsors in a single print.

www.sports-insight.co.uk 15 Kit Stop_Kit Stop 26/08/2011 12:49 Page 3

PRODUCT ROUND-UP

GFORCE HOCKEY DRESS A HIT GFORCE from Gymphlex has created a contemporary hockey dress that is causing a stir with hockey teams around the country, as well as receiving critical praise from the trade press. This new dress combines the trademark style of the GFORCE brand with well chosen flexible fabrics and superb options for personalisation. With capped sleeves and a body enhancing design, it represents a contemporary approach to teamwear for those looking for something other than traditional shirts and skorts. Simon Ward, sales director at Gymphlex, say: “We have sought to make the GFORCE collection as flexible as possible, and this hockey dress is no exception. As well as offering an amazing colour palette, garments can also be personalised with club badges, logos or numbers. The dress is also available in a choice of different lengths and 12 standard sizes.” The GFORCE hockey dress is produced in Bebu, a comfortable lightweight fabric that supports the body’s temperature regulation with excellent wicking properties. The flexibility this fabric provides is perfect for the demands of the sport. The dress is available in six different styles and can be produced in any colourway to suit a team’s preference. Complementary garments, such as tracksuits or hooded tops, can also be selected from the GFORCE range, with minimum orders of just 10.

More information on GFORCE and Gymphlex can be found at www.gymphlex.co.uk or www.gforcesportswear.co.uk. Alternatively, call 01507 523243.

16 www.sports-insight.co.uk Kit Stop_Kit Stop 26/08/2011 14:44 Page 4

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SOFTWARE TO ORGANISE YOUR STOCK, INCREASE YOUR ONLINE SALES AND HELP YOU SPEND MORE TIME DOING WHAT’S IMPORTANT Spending too much time on paperwork, or rekeying data on the computer? Worrying about disorganised stock and inaccurate accounts? Brightpearl organises all your business information in perfect harmony, giving you real-time visibility of your accounts, inventory, customers, suppliers and website. Online shopping will have grown by 137 per cent from £8.9 billion at the end of 2008 to £21.3 billion by the end of 2011. Brightpearl helps retailers and wholesalers set up and grow their online sales channels, without the need for big budgets or technical experts. Brightpearl is ‘cloud’ software, meaning there is nothing to download or install and everything runs in your web browser, giving you the freedom to access your data from anywhere in the world, on any machine.

Sign up for a free 30-day trial at www.brightpearl.com/sports or call 0845 0038935.

www.sports-insight.co.uk 17 Kit Stop_Kit Stop 26/08/2011 14:42 Page 5

PRODUCT ROUND-UP

ORTHAHEEL Orthaheel Sports are designed to fit running shoes, walking shoes and most types of sports shoes. Orthaheel helps to relieve knee pain, aching legs, heel pain and foot pain ● Reinforced with outer shell for extra rearfoot stability, compensating for the by realigning the feet and ankles to increased forces during running and sports activities. their natural position and improving ● Moisture absorbing top cover. body posture. In turn, Orthaheel ● Firmer density material to compensate for increased pronation forces during provides natural, lasting relief and running and sports. comfort from many aches and pains. ● Designed to help prevent sports injuries, including plantar fasciitis, Achilles tendonitis, shin splints and knee pain. ● 30-day money-back guarantee.

Trade price: £14.99 per pair (ex VAT).

Tel: 01280 706661 Email: [email protected]

18 www.sports-insight.co.uk

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COLLECTION · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · · swimwear for the day to day athlete

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PRODUCT PROFILE FOCUSON

demographics and market segments. As such, we can tailor specialist packages that appeal to a number of different disciplines SIDAS such as golfing, running or cycling retailers, ensuring we have a best fit solution for them and their customers.

Director Francois Duvillard talks us through the offering. HOW ARE THEY MARKETED? SIDAS products have an excellent reputation among podiatrists and CAN YOU G IVE US SOME are frequently recommended to sports people and athletes from a BACKGROUND ON THE BRAND? variety of backgrounds on a medical basis. In the UK we also SIDAS was founded in 1975 by three French ski instructors - Loic recognise the need for in-depth retailer training. Whenever an initial David, Jacques Martin and Gabriel Pellicot. At the time the ski order is placed, training is offered to help our retailers understand market was booming across Europe, and the trio recognised the the full range of features and benefits that SIDAS products offer, as need for enhanced comfort and support as more people turned their well as the easiest way to convey these effectively to customers. We hands to skiing. In 1985 the brand, under the leadership of Patrick don’t do a great deal of advertising, but invest heavily in PR to build Boismal, diversified into specific offerings for the podiatry market constant credibility and exposure for our products across a range of that over time has helped SIDAS to become an established leader in targeted consumer media. the field of custom orthotics. In 2003, following a transfer of ownership to the three executive WHAT IS THE MOST EFFECTIVE WAY A directors - myself, Jean-Pierre Delangle and Thierry Ravillon - the brand RETAILER CAN MARKET THE RANGE? has firmly established itself with 54 per cent growth up to the year Retailers that have a motivated and knowledgeable staff, and who ending 2010. Today SIDAS still offers an unparalleled range of custom truly understand the products and sports involved are the best orthotic solutions, but also a range of highly comfortable, supportive off- placed to facilitate sell through. We are also proud to offer a broad the-shelf insoles well suited to a variety of sporting activities. array of equipment, PoS and shop-in-shop solutions that can help create a real presence for the brand in store. Not KEY FEATURES AND only does this clearly differentiate SIDAS BENEFITS OF THE PRODUCTS? from other product offerings, it gives consumers additional confidence All SIDAS products are designed biomechanically; essentially this that they are buying into an means that the movement of the body, and in particular the feet, is orthotic solution that really carefully analysed during a variety of different sports. From this data works. In conjunction with SIDAS technicians are able to determine where there is impact on the staff training we the foot, where pressure points are formed and how the positioning offer, this is a of the foot during exercise affects other parts of the body. complete retail This allows for the development of a diverse range of insoles that support are uniquely tailored to different sports. In conjunction with package. For knowledgeable retail partners and staff, the customer is able to quickly those and easily understand how their comfort and performance during sport retailers with can be enhanced through a combination of shaped arch and foot websites, we support, shock absorbing gel cushioning and biomechanical realignment can also work that has been shown to alleviate problems not only in the foot but also with them to the ankles, hips, back and shoulders - common points of injury. provide tools that will WHY HAVE THEY SOLD SO WELL? facilitate the SIDAS does not believe in a one-size-fits-all approach. Both the end development consumer and our retail partners have grown to appreciate this of compre- methodology, and in many cases expect it from their other suppliers. hensive Because all SIDAS products are developed from a biomechanical resources perspective, we understand very well the unique challenges faced by all to help kinds of sports people - skiers, runners, cyclists, athletes, hikers, customers snowboarders, golfers and a wide variety of others. Both the end understand and consumer and retailer appreciates that our approach is tailored to their select the appropriate specific sporting interest - in practical terms this means a product that SIDAS products. is affordable, comfortable and fit for purpose every single time. To learn more about WHO ARE THEY AIMED AT? SIDAS and to make enquiries SIDAS insoles have a wide variety of sporting applications. We work about becoming a stockist call closely with our retail partners to ensure the range of insoles they SIDAS UK on 01539 725817 or offer their customers is as closely aligned as possible with their core email [email protected].

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PEOPLE

WHAT ARE THE SYSTEM’S Andrew Mulvenna, co-founder MAIN BENEFITS? of business management Brightpearl enables retailers and wholesalers to set up and grow their online sales channels software company Brightpearl quickly without the need for big budgets or any technical knowledge. By integrating inventory, EPoS, ecommerce and accounting, Brightpearl WHEN DID YOU GET cloud - software companies. They are not also makes business more efficient, meaning INTO THE SPORTS distant men in suits, but hands-on and retailers and wholesalers can grow larger with TRADE AND WHY? practical. They have helped us to take the same size team. Interestingly for a software company, we Brightpearl from being a small company to a started out making skateboards. While leading name in cloud software. CAN YOU TELL US ABOUT studying computer science at university I met SOME OF THE BUSINESSES Brightpearl co-founder Chris Tanner, who WHAT OTHER BRANDS DO THAT ALREADY USE YOUR had started a business selling long YOU ADMIRE AND WHY? SYSTEM? skateboards from his basement, which was I admire forward thinking independent The system is suited to retailers or wholesalers later to become Lush Longboards, the third retailers who use the web to drive business with less than 20 staff. Brightpearl works best largest brand globally in its sector. growth. For example, one of our clients, for retailers who want to sell online, online We started out as a business-to- Wiggly Wigglers, sells gardening products retailers who don’t have a shop or distributors consumer company selling online and online and specialises in worms. It has 18 who sell into the trade. We have clients from via mail order. As the business matured staff and, thanks to its use of social media, around the world, including USA, China, New we began wholesaling to sports shops now has a global following and recently Zealand and South Africa. around Europe. won the Dell Global Award for Small Frustrated by the high cost and low Business Enterprise. WHAT’S THE COST OF functionality of software giants Sage and SET-UP AND DO YOU NetSuite, Chris set about building software CAN YOU TELL US ABOUT PROVIDE SUPPORT? to grow Lush. In 2007 our software sideline BRIGHTPEARL? There are no set-up fees or contracts to sign. grew wings of its own - Brightpearl had Brightpearl helps you organise your You can sign up at www.brightpearl.com for a taken off. Consequently we have brought stock, increases your online sales and free 30-day trial and then you pay a monthly former BBC Dragon Doug Richard on enables you to spend more time doing subscription that starts from as little as £20 a board, secured a $5m investment, what’s important. It’s web-based, which month. All future upgrades and daily data experienced 400 per cent growth in the 12 means there’s nothing to download or install back-ups are included. Regarding support, months to July 2011 and expanded the - you can access your data from anywhere great customer service is just as important to team from five to 35 employees. and you don’t pay for maintenance, upgrades us as making great software. Our support or licence fees. team helps businesses start using Brightpearl WHAT IS BRIGHTPEARL’S Brightpearl allows you to run your entire every day, from staff training and launching APPEAL? operation within one software application. It new websites to helping clients use our We level the playing field, giving small combines inventory, ecommerce, EPoS, simple data import and set-up tools. Over 95 retailers and wholesalers access to software accounting, email marketing and more into a per cent of people who contact us rate our normally reserved for the big corporates with single, web-based system. support as ‘excellent’ or ‘good’. deep pockets. Our clients chose Brightpearl because we talk their language, we fix their problems and we help them use the web to grow sales. WHO HAS BEEN THE BIGGEST INFLUENCE ON YOUR CAREER? Our investors are two serial entrepreneurs who have built several successful web - or

22 www.sports-insight.co.uk EARN YOUR STRIPES View our knitted Milan shirts and Newfield Broadstripe shirts at sensport.co.uk, stripes that knock spots off the opposition.

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T@I6q‰r ‡! ‘!(&€€fTD& vqq !!&!  #) " FSPA_SI Template 26/08/2011 14:40 Page 1

FSPA MEMBER NEWS FSPAfocus The latest news from the Federation of Sports and Play Associations ● Marketing of the group in UK and European trade press. ● Services of a group freight forwarder (exhibitors responsible for own freight costs). UK companies exhibiting within the UK pavilion and/or receiving UKTI export grants regularly report having excellent shows due to the support, location and marketing of the UK pavilion. FSPA member 1000 Mile had a successful 2011 show, reporting as having: “Hopefully secured several new distributors, but also importantly attracting several key visitors to our stand within the UK pavilion, which should enable us to enter into pan-European marketing and branding agreements with our products. We shall definitely be back in 2012, ISPO is the largest sporting goods trade fair various exhibitor costs. In applying for and and once again as part of the FSPA’s in Europe and is seen as the springboard gaining UKTI grants, priority is given to those prominent UK pavilion.” into Europe and beyond. In 2011 the show companies who are either new to export or Snowboarding brand Westbeach received had a record 80,000 trade visitors, a 25 per new to market. UKTI funding through the FSPA and reported cent increase compared to last year. As part of exhibiting within the FSPA- the show had been its: “Best ISPO for years, The Federation of Sports and Play fronted dedicated UK exhibitor pavilion in with lots of new distributors and European Associations, the lead trade body for the UK 2012, based in a central position in the Team customers gained, which was made possible sports and play industries, attends the show Sports Hall, exhibitors receive the following: due to helpful grant assistance by the FSPA.” in order to support UK companies within an For the 2012 show the cost of exhibiting FSPA-fronted UK exhibitor pavilion, providing ● Quality stand build and distinctive shell within the FSPA UK pavilion is £240 per square group marketing and ongoing exhibitor scheme stand in key position. metre*, plus a management charge of £250 for support before, during and after the event. ● Support services and refreshments FSPA members and £375 for non-members. The FSPA also operates as an Accredited provided prior to and throughout the If you are interested in applying for a UKTI Trade Organiser (ATO), working closely with duration of the show. export grant and/or exhibiting within the UK UK Trade & Investment to assist UK small ● Furniture package including electrics, Pavilion call Jane Montgomery on 02476 414 and medium-sized enterprises in gaining carpeting and display panels. 999 x210 or email [email protected]. £1,000 TAP export grants to assist with ● Marketing of the group at the exhibition. *The FSPA charges exhibitor space at cost. MEMBERS’ OLYMPIC TOUR The FSPA will provide its members with an opportunity to take a guided information on the Chinese market, on September 22 at an IPR and walking tour of the London 2012 Olympic site on September 15. Over China Day at Federation House. 50 members are set to meet FSPA staff and tour guides on both A number of the FSPA’s golf members planning on visiting the morning and afternoon tours starting from the industrial heritage site at China Golf Show in Beijing will be attending the event to gain an Bromley by Bow and continuing along the surrounding tow paths. overview of the market and the issues and challenges facing companies Members will be provided with information on how the building operating in and exporting to China. project is progressing and a background to the remediation and Guest speakers include representatives from the Intellectual Property legacy plans for the area, along with an overview of the sports and Office, IP attorneys and the China-Britain Business Council representative. venues throughout the UK and the previous Olympics in 1908 and 1948, when London was also the host city. Arriving in Stratford, the tour will continue to the viewing area where members will also be able to see the Olympic Park taking shape, including the Olympic Stadium and Aquatics Centre. IPR/CHINA DAY The FSPA will be providing members with an overview of intellectual property rights, including safeguarding, trademarks, copyright, patents, designs and confidentiality, along with key www.sportsandplay.com.

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Shop_SI Template 26/08/2011 14:26 Page 1

RETAIL INTERVIEW TALKING Victoria Walton is the CEO of new online sports retail business SportPursuit.co.uk, SHOP which began trading in July

WHY AND HOW WHAT DO YOU SELL IN always up to date on the brands we’re DID YOU GET INTO THE ONLINE STORE? featuring. As well as the products we’ll SPORTS RETAILING? Our website only sells premium branded sports feature, we’ll be offering other reasons for My background is in retail strategy products and services. This covers a fairly members to visit the site, so we’re focusing consulting, so I’ve had a lot of experience broad range, including clothing, footwear, on making sure we have relevant, interesting advising retailers and brands in different equipment, nutrition, active holidays, content and blogs. market sectors. I came across the online memberships - anything sport related. For a ‘flash sales’ business model that has been product to be listed on our site it has to be WHAT DO YOU LIKE MOST so successful for fashion and homewares, exciting for our members, so we’re selective AND LEAST ABOUT and as an avid sports consumer saw an about the brands we feature. The proposition RUNNING THE BUSINESS? opportunity in the sports sector. Earlier this also has to be exclusive, meaning it has to be Running your own business is incredibly year I quit my job and have been working cheaper than our members can find elsewhere motivating and every small victory along the all hours with two other founders to set up or a product they can’t buy elsewhere. way is an enormous high. The downside is the business. that it’s very difficult to switch off. Evenings HOW DO YOU COMPETE and weekends WHY DID YOU DECIDE WITH OTHER ONLINE seem to have THAT NOW, WITH THE SPORTS RETAILERS? become a thing ECONOMY STILL FEELING We don’t see ourselves as directly competing of the past. THE PINCH OF THE with the full price channel. However, RECESSION, WAS THE SportPursuit.co.uk offers premium sports TIME TO LAUNCH A NEW companies the opportunity to clear stock in a BUSINESS? brand enhancing environment. It’s never going to be an easy decision, In addition, they also have the benefit of giving up a salary to start something having their brand marketed to our very where the only guarantee you have is targeted member base - free advertising, if you that you’re not going to earn a penny for like. We believe this will help increase awareness the first six months. However, I really of the brands we feature and encourage believe in the business concept and customers to purchase, either on our site or would have kicked myself forever if I from the brands’ full price stockists. hadn’t given it a go. Ironically, in other sectors this business HOW DO YOU SOURCE model seems to have taken off during the THE PRODUCTS YOU recession, as brands have found SELL? themselves with unsold inventory and We’re scouring the global market for consumers are more conscious of their premium sports brands and sourcing spending than ever. products directly from them. We’ve got many household names on board, but HOW DOES THE FLASH we’re almost more excited about the new SALES BUSINESS MODEL brands we’ve got lined up. The sports WORK? market is an exciting breeding ground for We sell discounted branded sports niche technical brands and we’re delighted products and services in ‘sale events’, each to be able to bring them to our members. of which typically features around 20-25 products from a single brand. Each sale HOW WILL YOU GET event runs for two days. CUSTOMERS VISITING Customers have to join as members in AND RETURNING TO order to see the products or order from the YOUR SITE? site. We send our members regular emails to Once customers sign up to become Victoria Walton with Adam let them know which brands are coming up members they automatically receive regular Pikett, one of the founders of SportPursuit.co.uk and when the sales start. email contact from us to ensure they’re

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Hearn_SI Template 26/08/2011 12:47 Page 1

GAME, SET AND MATCHROOM SPORT Barry Hearn’s passion for sport gives traditional sports business a different glimmer of hope for 2012 and beyond. Lauren Fox reports

Dazzling media mogul or snooker loopy sports fan? In fact, and the relentless onslaught of discounting, they’ve had a pretty there is perhaps a little of both when it comes to Barry Hearn, bumpy ride. What Hearn and Matchroom Sport have done is to chairman and driving force behind Matchroom Sport. simply and creatively remain focused on the traditional sports that are His passion for sport is combined with a vision and appreciation accessible to everyone - not just once a year, or two or four. And that of engaging with the wider audience through outstanding consumer makes a big commercial difference. experience. In many respects, that vision is way ahead of the game. Enter Wenlock and Mandeville, the mascots for the 2012 Olympics and Paralympics. These champions of sport are heralding NATURAL INSTINCT the run-up to an event that many hope will turn their fortunes around. From chartered accountant to running a UK-wide chain of snooker But will it have spectators rushing through sports shops’ doors? clubs in the 1970s, Hearn has had a natural instinct for what makes Financial analysts have been talking about the Olympics’ £2 sport exciting. His friendship with and then management of Steve billion revenue potential and recently the Financial Times highlighted Davis ultimately led to snooker dominating televised sport. how there’s money to be made in sports retail, specifically through Subsequently Matchroom Sport was formed in 1982 and the Essex- private investors striking gold by adding these retailers to their based business went on to become a headline act in the world of portfolios. It is interesting to see which retailers these financial events, management and televised sport. wizards have their sights on, with Sports Direct and JD the names Hearn’s passion has had an absolute focus to it throughout - that cited as having a chance to do well. If the Olympics are not going to of creating and delivering entertaining sports experiences in order to provide the golden return the high street independent needs, then grow audience interest and, ultimately, participation. Whether that has there has to be an alternative. been introducing the Mosconi Cup to give pool unprecedented TV viewing with its Ryder Cup-style Europe vs USA format, or throwing NEW LEVELS OF EXPOSURE the Prizefighter concept into the ring, along with Pro Box, to add a And so back to Matchroom Sport. In 2012, and as chairman of World new dimension to pugilistic entertainment. Snooker, Hearn continues to push the game to new levels of Hearn’s innovative thinking has, over the last couple of decades, exposure. The Masters, snooker’s most prestigious invitation produced at least 1,000 hours of original programming for global tournament, will have a new home at London’s iconic Alexandra broadcast. Says Matchroom Sport media director Luke Riches: “Barry Palace in January and will be televised Hearn has turned what could be considered niche sports into major by BBC Sport, Eurosport and television attractions.” That increased profile and sponsorship CCTV China. As mutterings supports what are, in fact, many of the mainstay interests of the continue over the building traditional sports retailer. and subsequent value of One can’t help thinking ‘part Simon Cowell, part Lord Sugar’ Olympic stadia, it’s a major when it comes to Hearn’s achievements, given coup for this historic the business profile and media savvy venue, based on its approach involved. Hearn is a self- success in hosting the made success story and his energy PDC championships. and commercial perception has taken “We are so Matchroom Sport right to the top, but it’s that element of showbiz that has added the glittering touch. “ Like Cowell, Hearn knows that success is not just about the artistic, or in this case athletic, talent, it’s just as much about the audience. As Riches confirms: “Get people involved, keep them inspired and everyone is a winner. Particularly the sports themselves with outstanding coverage and, therefore, sponsorship desirability.” Many retailers have been hard pushed to keep pace with the general evolution in product communication, which fully embraces social media and experiential marketing. Between this

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pleased that Ally Pally has been chosen as the new home for the Masters,” says Rebecca Kane, managing director of Alexandra Palace Trading. “Our venue has a strong heritage in bringing live entertainment to the fans from a unique setting overlooking the whole of London, making us the perfect venue for music and sport.” And that is what Matchroom Sport is so good at identifying - the right place, the right event - and experience that can only make the right sort of sporting headlines for the mainstream audience, fans and consumers. Hearn is justifiably described as creating a ‘brave new world’ for traditional sports. His gamble with the PDC screening its world championship exclusively on Sky, rather than terrestrial TV like the BDO, has certainly paid off, particularly in terms of audience demographics. Unicorn sponsored John Lowe has confirmed that the PDC has taken darts into the 21st century: “The PDC have and are offering something new, something exciting. They are, by their innovations, firmly believes there is no loss of integrity in bringing new followers of the sport and creating a spectator base moving with the times and the market, adding: “There’s a new that is the envy of many sports in the UK.” generation of sports fans. They want fast, speedy action; they want Hearn’s vision has meant a schedule of World Snooker events Twenty20 cricket, they want Prizefighter boxing. I can see the purists’ across the globe - from Brazil to China via Sheffield and taking in argument, but it’s as dated as the dinosaur - we’re in a money world Australia for the first time. Matchroom Sport has recently extended and we’ve got to do what brings the cash in.” its partnership with IMG and Eurosport for an additional five There is no doubt that the world of sport has an aggressive seasons to give the pan-European channel unprecedented hours of business agenda, which in recent years has been focused primarily on delivering brand experience direct to consumers - and that is where Matchroom Sport has been forward thinking and setting the standard for a long time, but with a traditional focus. WE’RE IN A MONEY And that is something sports retailers need to think about - underlining their own heritage and experience and, rather than WORLD AND WE’VE focusing on one-off events, continually tapping into the massive year-round on-screen promotion that Matchroom Sport provides. GOT TO DO WHAT Simply, getting with the programme. This autumn Simon Cowell launches the most expensive game show in ITV history, investing £15 million in Red or Black, a week- BRINGS THE CASH IN long roulette extravaganza. Will the public participate? Go figure. So “ it is that Hearn has long been providing the X Factor for British sport. live snooker into 2016, with the sport’s biggest tournaments, Allegedly he had a dream about a snooker tournament where a including the world championship, shown to over 125 million homes ball with a chip in it vibrated a seat in the audience when it was and around 96 million viewers in Europe. potted and the person sitting in it won a thousand pounds. For 2012 This, according to Hearn, is: “A key part of our continued he’s introducing something a little more authentic - a return to efforts to make it a global sport.” At grass roots level the National hardbat table tennis, according to Luke Riches. Snooker Week association with Riley Sports Bars has” proven a great There has been a steady resurgence in this original format of success this summer in encouraging people of all ages to play the the game, with many people feeling the ‘whack’ of the ball adds to sport and help identify future talent. the playing and spectator experience. Hearn concurs and Matchroom Sport has been busy rallying international support and MOVING WITH THE TIMES preparing event creativity for this great sporting comeback. There is no doubt the young sports enthusiast is engaged by the And what more appropriate time for the tables to turn excitement and innovations that Hearn has brought to either the traditional here than in 2012 as the Olympics come to London. sports he is involved with or the events he produces and screens. He Anyone for a spot of wiff waff ?

www.sports-insight.co.uk 29 Marketing_SI Template 26/08/2011 14:11 Page 1 MARKETING WITHOUT MONEY Paul Clapham provides expert advice on how to successfully raise the profile of your business without breaking the bank

A small business needs marketing spend as much as a big one, you want; the company’s name will be on it, so call them but can seldom afford it. You haven’t got the money to throw and get a price. It will also advise where you can get a at the marketing needs, and even if you did you may not decent poster produced. Note that a company as big as know exactly where to throw it without an expensive expert. McDonald’s deals with a less than perfect location Happily, you can do a tremendous amount at minimal cost or for precisely this way at Oxford Circus tube station. free. A significant proportion of a marketing budget is consumed by other people’s time doing tasks you and your staff could do. Yet in PARK A BILLBOARD retail premises there are always times when you or your staff are If you don’t have a poster site (or don’t like the price), quiet. That dead time can be added into your marketing budget. you might make use of a car or van. Park it where it I’ve focused on a range of ideas specific to retail sales. While it’s does the poster’s job with the message sign written on true that city centre, off high street, out of town and small town high it, or on a removable magnetic sign. Pubs with car street are each significantly different retail sites, there will, hopefully, parks can be amenable to this if you pay some ‘rent’ be something for everyone here. over the bar. Let’s start with a general point: planning. Small businesses with a plan succeed better than those without one and waste less money. BAGS OF CUSTOMERS Actually writing down what you’re going to do makes it work better Large carrier bags with a vivid message stand out because it forces you to clarify your thoughts, quantify your aims and impressively on a busy street: ‘Smiths Sports has got expectations, and put dates, costs and names against each activity. more balls’ on a monster carrier in huge red letters will One sheet of paper is enough. drive the nosy customer. I saw a new clothes shop use Start your marketing without money plan at the coal face: your store. this very successfully on Oxford Street some years ago I’m going to assume that it’s clean and tidy and that the window display is - and look at the competition there. Do it aggressively interesting. If any of these don’t apply, put them right to start with. and you can hijack the high street. Windolene and a cobweb brush are important tools of retail marketing. BULLETIN BOARDS These are everywhere and they’re often free to use, or at least dirt cheap. Try colleges, libraries, sports and social clubs. A printed card with a message on all those in your locality can give customers a constant reminder of your name. Have a board in SMALL BUSINESSES your own shop and offer it to a local club(s) as a central WITH A PLAN communication device. It’ll bring members in regularly. BE SOMEONE ELSE’S PROMOTION SUCCEED BETTER Almost every business sector runs prize promotions. Note the companies in your catchment area that do it regularly and offer them a THAN THOSE promotion. Give them a red-hot price on a large item for the main prize “ and lots of small value money-off vouchers as second prizes for free. WITHOUT ONE AND You can give these vouchers to anyone running a raffle for charity too. WASTE LESS MONEY SQUEEZE THE REP A lot of business owners miss a trick when negotiating purchases. They go 100 per cent for the keenest price, instead of getting a contribution But it’s footfall that’s the big issue, isn’t it? How do you get more to advertising spend. The rep will normally have a floor price below bodies in the door? This is where the big boys’ budgets are reckoned which he can’t go, but his company may have a big budget for co-op to win the day. You can’t compete with their multi-million pound advertising, which saves you far more than an extra discount. spends, so you have to box clever instead. At the same time you have Remember, that budget is a marketing cost separate from the sales a couple of advantages over the big guys. First, you’re only interested budget, and companies do want to actively support their own brands. in one catchment area and you know it inside out. Second,” you’re flexible and can respond to local conditions and opportunities. WRITE FOR THE LOCAL NEWSPAPER Location, location, location are the first three factors in retail If you can write, then write. A regular column for the local paper on success. If you’re sited off the high street, as many small businesses sports goods is a chance to demonstrate the excellence of your are, you need to tell people where you are. A single poster site or bus service, your commitment to your area and, overall, what a nice shelter site could do wonders for your business. You’ll know which site person you are. You may even get paid for your work and they’ll

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certainly let you have a byline saying John Smith is owner of John LINK TO THE LOCAL PAPER Smith Ltd, Anytown. If you aren’t being paid, the newspaper will “I got my name in the paper!” is a proud boast for young sportsmen. probably let you get away with some minor self-promotion, but Offer a good deal to anyone who does, publicise it in-store and cut a don’t expect a weekly advertorial for nothing. deal with the paper - you are promoting them. You might recruit the next local star as a regular customer. MACHO MAIL Whether snail mail or email, this is often the most cost-effective YOUR NEWS IS GOOD NEWS marketing tool for small businesses. It involves no start-up costs, Create a quarterly newsletter and send it to everyone on your can be activated every day (or week if you prefer) and you can start database. A regular customer can be sold to time and again. A and stop it depending on seasonal or other needs. What you need newsletter is inexpensive to produce and the more you do yourself, to get to grips with is a database to make it work for you. the cheaper it is. It gives the customer who is already a fan a reason to buy again and it’s a good excuse to ask everyone who visits your DATABASE MARKETING shop for their name and address. Database marketing is a lifetime job, but you should seriously aim to start immediately if you don’t already have a customer database. YOU ARE YOUR BEST ADVERTISEMENT Someone who has bought from you once will do so again. All they Nobody knows more about your business, nobody cares more, need is a reminder. A computer database system enables you nobody puts more time and sweat into making it work. Let the to send pre-birthday offers, pre-Christmas ideas enthusiasm shine through. Wear a sweatshirt or polo shirt that states and updates on new your shop name, everywhere. The woman standing next to you in products the bank, the newsagent or the pub could be the woman whose and child’s birthday is round the corner. related A final point on marketing without money: don’t cut corners on issues. materials. Never use hand-lettered signs in your store. Flyers, posters, bulletin board cards and vouchers should be well produced and properly printed. Letters should be properly produced. Everything should be professional. If you or a staff member can do this on your computer, excellent. Failing that, find a low-cost designer or a printer with an in-house designer. You or a member of staff might go on a course to learn how to design with your desktop. Whichever route you take, it’s worth it because customers prefer professionals.

www.sports-insight.co.uk 31 Life_SI Template 26/08/2011 12:51 Page 1 AmandaMY SPORTING LIFE: Beard The iconic American swimmer has not only been voted the world’s sexiest athlete, but is also now the face of swim brand Aqua Sphere, reports Tony James

Who is the most glamorous girl in sport? There are plenty to “Comfort has become a luxury, so I’ll take it wherever I can find it and choose from, but the readers of Playboy magazine, which Aqua Sphere’s products are the most comfortable gear I have ever featured her in its centrefold, and those of FHM, who voted used. I don’t want to be in the pool fidgeting with my suit and goggles. her the world’s sexiest athlete, would doubtless have no Aqua Sphere’s goggles are ridiculously comfortable and extremely low problem in picking Amanda Beard. profile, so they’re perfect for leisurely swims or for racing. Which makes the statuesque 29-year-old American swimmer, now “Traditionally, competitive swimmers suffered from the perceived as iconic outside her sport as in the swimming pool, the ideal celeb to idea that gear needs to be tighter and smaller in order to perform become the new face of swim brand Aqua Sphere. well. But when it comes down to it, it’s not how it looks on the shelf, it’s how it looks in the water.” COMFORTABLE IN THE WATER Launched in the mid-1990s as a division of diving industry leader “We’re obviously extremely excited to have Amanda with us,” says Aqua Lung, Aqua Sphere supplies state-of-the-art eye protection, Oliver Laguette, Aqua Sphere’s director of marketing. “Here’s wetsuits, masks and aquatic fitness gear to retailers worldwide and someone who has spent half her life training in the pool. If anyone picked Beard as the perfect swimming star to endorse its products. knows what feeling comfortable in the water is, it’s her.” A world champion swimmer, a seven-times Olympic gold SUPERB AMBASSADOR medallist and now becoming an inspirational figure as a glamorous “Amanda is a superb ambassador for our brand,” says Martin Newton, young mother, Beard has been in the sporting spotlight ever since she sales and marketing manager for Aqua Sphere UK. “She advertises burst onto the world swimming scene aged 14 and won a gold and our swimwear range perfectly because she embodies health and two silver medals at the 1996 Atlanta Olympics, taking her teddy bear fitness while celebrating her role as a mother. onto the winners’ podium. “Her career achievements have been incredible and it’s testimony to In fact, the golden girl from a California beach had been the innovation and quality of our goggles and swimwear that she swimming for as long as she can remember. “My parents raised me to chooses to wear our products.” be independent and stand on my own feet. They got me ready to go Becoming the second youngest Olympic medallist in US history out into the real world at a very young age,” says Beard. was only the start of Beard’s career as a watersport wonder. In 2003 “Swimming was always my life and when I was tiny I told my she became world 200 metre breaststroke champion and US record folks that I was going to swim in the Olympics and really believed it. holder. She won a gold medal at the 2004 Athens Olympics and two Even when I was young I was a very competitive person and still am. golds in the Pan Pacific championships. Whatever I do, I want to win. It’s in my blood. I feel things aren’t The swimming world was shocked when Beard stepped back worth doing if you aren’t passionate about them and put all your from big-time swimming at only 22. So why did she do it? “I didn’t focus on them.” really decide to retire,” she says. “After the Olympics I kept getting different job opportunities and I could no longer make swimming my priority. I would train in the water for a couple of weeks and then I’d have a month off to do personal appearances or travel. It just wasn’t working out. Basically I had a big vacation, although I was working WHEN I WAS TINY really hard doing other things.” Now she is back in serious competition, but stresses there are I TOLD MY FOLKS plenty of other things she wants to do in her busy and active life. A vegetarian, Beard is a spokesperson for the Defenders of Wildlife THAT I WAS pressure group, has taken part in anti-fur demonstrations and campaigns against animal cruelty. A regular on TV sports GOING TO SWIM programmes, she has even taken her love of speed onto the car racing track - she came eighth in the Long Beach celebrity grand prix. “IN THE OLYMPICS When Beard gets approached in the street, do fans ask about swimming or modelling? “Most people ask me about modelling now Today, married to photographer Sacha Brown and mum to two- and at first it was difficult because I wasn’t used to answering year-old son Blaise, that focus has changed slightly to take in being a questions like that,” she says. “But I can answer any swimming wife and mother as well as a swimmer, although Beard still finds time question someone throws at me. to keep in tip-top condition and swim several hours a day. Recently “I suppose I grew up in public. People had this image of me with she went back into big-time swimming and finished second in the US the teddy bear then all of a sudden I’m on the cover of a magazine national finals and qualified for the Pan Pacific championships.” wearing a bikini. In fact, growing up took eight years and to me it was “My lifestyle has changed since my son was born,” Beard explains. a very slow experience.”

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INTERVIEW

Which inevitably brings us to the Playboy centrefold pictures. Why did she do it? “It was my agent who called me and said they were interested,” Beard says. “In the past I had said no, but this time I said let’s talk. “I talked to my family about it and they said it was my decision, but they would support me 100 per cent. I was happy with the way the photos came out. I chose a woman photographer and we worked really well together. I wanted to come over as an athlete and she wanted to capture a healthy body with muscle and meat on it. So I think we were both pleased with the result.” NEVER FELT BETTER Today Beard’s focus is on keeping fit and enjoying a healthy lifestyle. She says she has never felt better and has no intention of giving up top- class swimming in the near future. “The wonderful thing about swimming is that, although I’ve been doing it nearly all my life, it seems like a new experience every time I jump into the pool,” says Beard. “I think it’s important to make sure that you’re loving it and enjoying it.” What is the secret of her success? “I’ve always been able to hold onto my stroke for a long time,” Beard says. “A lot of people get tired and let their stroke fall apart, but I’ve always worked hard in practice to keep my form. “I’ve also been fortunate not to have injuries that were too serious, but I’ve had my fair share and there are times when you think about giving up, but if you can be mentally tough you can get through almost anything.” “But the main reason why I have swum for so long and been successful is because I like to do it and think it’s such fun. It’s as simple as that.”

www.sports-insight.co.uk 33 Mantis DPS_Layout 1 23/08/2011 10:05 Page 1

MANTIS is a UK company and is relatively new to the market having been formed in 2009. The team contains a wealth of experience as a number of key staff have worked for major sports brands. This included developing products used by professionals on the ATP, WTA, WISPA & PSA Tours.

The MANTIS philosophy is simple – “to provide exceptional quality products at vastly superior prices”.

Consequently, the personnel and experience of the MANTIS team means that we have the know-how to develop products that are perfect for players of all ages and abilities whilst still offering exceptional value for money. ALSO AVAILABLE... MANTIS 285 MANTIS 265 MANTIS 250

All MANTIS Premium frames are constructed from 100% High Modulus Carbon MANTIS 300

The MANTIS 300 has a superb balance of power and control making it suitable for a wide range of playing styles. Used by Swedish Davis Cup player Ervin Eleskovic, the MANTIS 300 won the award of "Tester's Choice Best Value for Money Racket" in the May 2011 Tennishead Magazine

Weight: 300g / 10.6oz Balance: 320mm Head Size : 100sq inch / 645 sq cm String Pattern : 16x19 Mantis DPS_Layout 1 23/08/2011 10:05 Page 2

TOUR TENNIS BALL

Suitable for all playing surfaces, is an ITF Approved, Ultra Premium Pressurised Tennis Ball constructed using the highest quality Woven Cloth and Core. The ball will make it's International debut as the Official Ball of the AEGON MASTERS Tournament at the Royal Albert Hall in December 2011.

MINI TENNIS EQUIPMENT

MANTIS is dedicated to helping the players of tomorrow and in supporting the ITF's Play and Stay campaign, With this in mind a premium range of MINI TENNIS EQUIPMENT has been developed. This features different compression tennis balls - Mini Orange and Mini Green - designed to help younger players to learn and develop their skills. MANTIS also provide lightweight and durable MINI TENNIS NETS in both a 6m and 3m option.

MANTIS is distributed in the UK and Ireland by Reydon Sports PLC [email protected] | 0115-900-2340 Also contact us via our Facebook page : MANTIS Sport International Supports Profiles_football profiles1 26/08/2011 14:26 Page 3

IN SEASON SPORTS SUPPORTS www.sportindustry.biz SPORTS SUPPORTS PHYSICOOL What do you currently offer customers suffering from a sprained ankle, Achilles injuries or plantar fasciitis?

Physicool supplies an innovative range of reusable cooling bandages that: ● Administer instant cooling. ● Reduce swelling. ● Combat pain. ● Offer compression and support. ● Work without prior refrigeration.

Cooling Bandage size A. Trade price £5.53. RRP £9.99. 1,200 units bought by runners at the London Marathon Exhibition.

Here’s what some recent Physicool customers had to say about the products: “More portable and certainly less hassle than ice packs, I found them indispensable for treating a recurring niggle on the recent Atlantic Coast Challenge triple marathon.” JUSTIN BOWYER, ULTRA-MARATHON RUNNER. “Physicool worked fantastically for one of my champion fighters. Tim Newman won the British title belt and damaged his foot during the bout. We used it on his foot, whereby Tim felt instant relief as the bandage cooled the wound and absorbed the heat from the swelling.” GARY CROSS, MANAGER, G4 MMA FIGHTERS. For more information visit “A great alternative to ice, with the advantage that our players can maximise www.physicool.co.uk. Available from recovery by leaving it on for extended periods after a game.” the Reydon Sports catalogue (page 173). RAY BREED, HIGH PERFORMANCE COACH, KANGAROOS, AUSTRALIA.

36 www.sports-insight.co.uk Introducing the NEW Range    

Totally reusable

Elly the Elephant & Woopsadaisy Gel Pack Totally reusable children’s hot & cold gel packs • Quickly relieves pain and swelling • Great for treating everyday bumps and bruises • Ideal to help soothe pain caused by headaches or burns • Pack can be used hot or cold • Both packs measure 12 x 12cm

Bumpy the Bear Instant Hot Pack Instantly activated no heating required • Ideal to help relieve pain from muscle sprains, strains, backache or headaches • Provides gentle soothing relief for cold hands and tired limbs • Single use disposablebleble pacpacks • Packs measure 14 x 112cm2cm and come in packs ooff 2

Justtsqt squeeze TumbleTTumble The Th Tiger & Thumper & shake to The Football Instant Cold Packs No heating activate Instant cold packs ideal size for treating children • Quickly relieves pain and swelling required • Great for treating everyday bumps and bruises • Ideal to help soothe pain caused by headaches or burns • Instant squeeze and shake activation • Single use disposable packs • Packs measure 14 x 12cm and come in packs of 2

Tel: 0800 180 4285 Fax: 0870 622 1133 [email protected] www.koolpak.co.uk Koolpak is a Registered Trademark Harrows ad_Layout 1 24/08/2011 17:14 Page 1 Darts Intro_SI Template 26/08/2011 15:15 Page 2

IN SEASON DARTS MOVING THE GAME FORWARD With its latest promotional initiatives in full swing, Harrows says it’s in a unique position to exploit the darts opportunities that exist worldwide

While it is recognised that pubs and clubs, the natural What feedback have you been getting from trade shows habitats for darts in the UK, have struggled in recent years, about the darts sector in general over the last 12 months? interest in the sport has never been higher. And to maintain RP: feedback from retailers has been very positive. They player participation and keep people ‘on the oche’ Harrows recognise the benefits of a minimum stock investment, excellent has teamed up with Rileys Sports Bars across the country. margins and a sport that by its very nature brings consumers back to The company is the title sponsor of four amateur tournaments their shop time after time. hosted in Rileys clubs that have been refitted with Darts Zones, which feature a minimum of six darts throw lanes and are kitted out Which buying groups benefit darts brands in particular? with Harrows’ Matchplay knife wire bristle boards and branded What strategy does Harrows use to create a buzz around dartboard surrounds. product for retail buyers/consumers? The tournaments, which are open to players who are not on the RP: we have always enjoyed excellent relations with the buying pro circuit, boast a prize fund of £40,000 - a world record for groups, and that continues to this day. INTERSPORT, STAG and amateur darts tournaments. ISRA members are all very supportive of our brand. Each tournament has an individual theme - doubles, team, At point of purchase we have five different sized merchandising singles and over 40s - and the participation level in the recently modules that act as professional shop fittings. We have also just completed doubles tournament was high. introduced a stunning promotional ‘Let’s Play Darts’ unit. This is constructed from full-colour printed cardboard and is perfect for SPORTS INSIGHT: With a challenging seasonal retail action. environment for sports retailers, what strategies are being used by independents and big-name stores to entice What are the biggest markets outside of the UK for darts? consumers into buying product? RP: the rise of electronic or softip darts has seen major growth in ROBERT PRINGLE, HARROWS’ SALES Continental Europe and the Far East. The sport, in both its versions, AND MARKETING DIRECTOR: independents continues to thrive in North America, Australasia and Africa. have traditionally linked up with local darts venues, pubs and clubs A recent ‘pin in the map’ for us was our first shipment to and offered team discounts for members to buy equipment from Patagonia. As a British manufacturer in a sport that is as British as them. Strategically placed signage at these darts locations can help warm beer and Big Ben, we are in a unique position to exploit the to drive players to retailers’ premises. Larger format stores generally opportunities that exist worldwide. use the internet to distribute information on product availability and any price-led promotions they may be running.

With evidence of consumers being more fickle and having high expectations of new and improved products, is it becoming more important to launch new ranges? RP: while there is a market need for ‘all the new, all the time’, which particularly applies to the online community, at Harrows we do not change just for the sake of it. Any new product we manufacture in our factories in England is only brought to market if it is moving the game and its equipment forward. Our products are marketed with a technical bias and recent introductions prove the point. Our ICE 90% tungsten darts were a hit on launch last year, and with the release of our new catalogue we have expanded this range and introduced the next generation Black ICE 90%, a fusion of tungsten that has been isostatically cold extruded and black titanium nitride, which creates a dart of exceptional technological superiority. Our Diva 85% tungstens are super stylish and super chic. With their unique laser engraved barrels, colour coded accessories and coordinated packaging, this range is aimed directly at the growing number of female players. Our mission is to create innovative products that are superbly presented and competitively priced. Since our founding in 1973, this Robert Pringle: Harrows’ sales has been our policy and it seems to still work today. and marketing director

www.sports-insight.co.uk 39 Assist NEW_Layout 1 26/08/2011 11:50 Page 1 Assist NEW_Layout 1 26/08/2011 11:50 Page 2

How to sell technology accessories IN SPORTS RETAIL Or how to add value to a sale by adding on the sale of an accessory.

Steve Raven CEO ASSIST creative resources Ltd explains WHEN MOST PEOPLE THINK OF TECHNOLOGY the approaches available to speciality sports retail to THEY MEAN ELECTRONIC GADGETS, WHAT’S increase revenues, and give the customer that all important YOUR APPROACH TO ADDING A WATCH, OR supportive experience. ACTION CAM TO SALE THEN? Selling technology as an add-on sale starts by engaging in WHAT DO YOU MEAN BY TECHNOLOGY ACCESSORIES? discussion with the customer, the more you know about them Quantifying progress is key to motivation to keep doing most and what is important the easier it is to raise the open activities, running, walking, cycling, swimming all benefit by question. Opening the way to discuss the benefits of heart rate using timing, heart rate, speed, distance as a means of monitoring during the winter months to increase the aerobic monitoring, so this is one kind of technology gadget that is fitness base, the use of speed / pace monitors during the easily added to a sale of running shoes and kit. spring to develop speed and achieve race pace ready for the With the rise of social media people real like telling their competitive season, or the opportunity to take video footage to mates what they have been doing, today therefore an action share with friend on social media sites such as You Tube. cam, which can record video and add speed, distance date, There is a system, gather information, link to the easily upload to YouTube shouldn’t just be the preserve of a technology accessories you have in store, I am constantly Mountain Bike reseller, but can be used to record themselves talking about a project approach, and selling technology fits performing in any arena from a boxing ring to a tennis court. An this approach very well. action cam records the event for social or performance feedback I wanted restrict technology to be the preserve of PROJECT APPROACH TO SALES, electronics, but also technology are consumable repeat buy WHAT DOES THIS MEAN? items, designed and formulated to improve the experience of See every person coming into the store as a project, and gather sports participation, the technology of sports nutrition information and customise the approach. Use all sources of includes the packaging to ensure portability, the formulation to information, match this with you product knowledge, and deliver specific minerals or fuel for the body to perform. The show them the benefits of the technology that is most likely formulation to deliver or replace lost sodium during sweating going to engage there interest. is as much a technological break through as developing an on For example a customer says “I got my place for next year’s wrist GPS system for speed and distance monitors. marathon, I really want to break 3 hours this time”. For me this Basically technological products today can provide opens up a mass of opportunities, 36 weeks plus of training, to performance monitoring, feedback and create and much break 3 hours needs a minimum of 50 miles a week for at least enhanced sports experience. These three reasons mean the 26 weeks generally speaking. That’s 2 pairs of running shoes! A participant enjoys the sport more, does more sport, tells their watch for timing training runs at least. But more importantly mates about the sport and therefore results in them and their how about seeing this customer challenge to run a marathon in mates participating more in their choosen sport – QED – more under 3 hours as a project. Which needs these steps to be customers more product sold. followed: Test the capability to check they have the capacity to achieve this goal, design and develop a training plan, complete SO YOU SEE SPORTS NUTRITION AS A TECHNOLOGY? the preparation i.e. training plan delivery, and finally present on Absolutely – take a look at the content of Shotz electrolyte the day with all the details attended to such as race nutrition, tablets – per tablet 430 mg of sodium and it still tastes good, injury prevent attended to etc. how is that done, by painstaking research and development, Test, Plan, Preparation, Presentation is a complete journey and you need this level of sodium replacement to get any to achieve a personal physical challenge the sports retail has where close to replenishing the sodium lost during an hours the opportunity to enable this athlete to successfully complete sweating. So yes consider sports nutrition as technology, every this journey, and realise the associated revenues. Alternatively energy gel, energy bar, electrolyte replacement, protein bar shouldn’t a sports retail offer a package price to achieve the will rely on taste, because everyone’s sense of taste is Race Challenge, i.e. £1,000 includes fitness testing, training different. The development of a good range of tastes palatable plan and coaching, running kit, 2 pairs of running shoes, heart when working hard striding up a hill is very different to rate monitor, sports watch, sports nutrition, race nutrition, developing a products tatse for consumption while watching training aids such as PowerLung respiratory trainer. TV. Equally sports nutrition is used in challenging environments so the technology of the delivery system is Steve Raven is CEO at ASSIST creative resources important. The development of gels, moves sport nutrition on Ltd, the distribution division sportASSIST from the complexity of having to mix powders, likewise the distributes sports technologies including TIMEX, packaging has to been designed with portability in mind. SHOTZ, POWERLUNG. Sports nutrition can be a profitable, repeat purchase area of To find out more and the staff training contact a sports store, it can generate foot fall, but it also requires a commitment to invest in stock, but more importantly knowledge him at [email protected] or the website in how to use electrolyte tables, energy gels before and during a www.assist.co.uk sport and protein bars as a recovery from doing sport. Tel 01978 664743 Fax 01978 664702 JP Bath_Layout 1 24/08/2011 17:17 Page 1

QUARRY HILL, BOX, WILTS SN13 8LH Patented Double Life balls - why settle for less

CONTACT US FOR DETAILS ON OUR COMPLETE RANGE Tel: 01225 742141 www.jpricebath.co.uk E: [email protected] Racquet Intro pics_SI Template 26/08/2011 15:12 Page 2

IN SEASON RACQUET SPORTS BUILDING BRAND AWARENESS MANTIS is a company that’s relatively new to the racquet and strings market. Sports Insight spoke to Martin Aldridge, managing director and founder of the brand, about its international expansion and plans for the future

WHAT ARE THE GOALS WHAT STEPS HAS We are also set to make an AND BRAND PHILOSOPHY MANTIS TAKEN TO announcement very soon about the first FOR MANTIS? REMAIN IN A STRONG major tennis tournament sponsorship for Initial emphasis was placed on tennis products POSITION OVER THE MANTIS. This is in addition to our official - namely strings and grips. However, as a result LAST YEAR OR SO? racquet agreement for the Rowe British of positive feedback and reviews, this has We’ve been looking at the structure and set- Grand Prix Squash Event. rapidly expanded to include a full product up of our team, with a view to ensuring offering in both tennis and squash. everyone is focusing on their particular WHAT R&D STRATEGY DO Despite being a relative newcomer to areas of strength. It means we complement YOU USE WHEN COMING the market, the MANTIS team brings with it each other more and team meetings are UP WITH NEW a wealth of experience. A number of key now much more coordinated and ‘idea PRODUCTS? IS IT ALL staff have worked for major sports brands in sharing’ in nature. DONE IN-HOUSE? the past and this included developing Our R&D strategy is driven almost products used by professionals on the ATP, WHAT OTHER exclusively by extensive market research. We WTA, WISPA and PSA Tours. The MANTIS COUNTRIES HAVE YOU are talking to players at all levels of tennis philosophy is simple: to provide exceptional LAUNCHED INTO? and squash on a constant basis to establish quality products at vastly superior prices. One of our first distributors was in the US what works for them. Through our long- and our people have established a good standing contact base, we’ve established a HOW HAS TRADE BEEN position from which to grow, particularly in team of players and master racquet FOR YOU DURING THE strings, grips, etc. We’re also very excited by technicians in a number of countries who LAST 12 MONTHS? our recent appointment of a Japanese test all of our product at every stage of its Really pleasing. Our distribution is distributor. They have established some development process. growing steadily in the UK and important distribution points already we’ve appointed a further five and the feedback on the product has HOW HAS THE INTERNET international distributors been fantastic. CHANGED THE WAY in the last six BRANDS ARE MARKETED months. WHAT STRATEGIES AND PERCEIVED? ARE YOU USING TO I think the key aspect is the fact that social CREATE INTEREST IN networks give you the opportunity to THE BRAND? communicate on an immediate basis with Great product is clearly a big driver for your followers. There’s a level of flexibility us as a new brand, but we try to that is difficult to replicate across the more complement this with a strategic traditional media channels. development plan to get the brand seen on court and build awareness WHAT ARE YOUR PLANS at grass-roots level. FOR THE NEXT SIX We’ve worked really MONTHS? hard in recent months to We’ll continue to build brand awareness develop a strong team of UK and our sponsorship and marketing teams brand ambassadors. These guys will be working hard to put MANTIS firmly are all key influencers based at on the map. Range development is an selected locations up and down the ongoing process and we’re looking forward country and include ex-British number to introducing new lines to both the tennis one and Davis Cup player Chris and squash ranges. The recent Wilkinson. From an international appointment of an experienced perspective, it was great to recently see our international export manager will be key MANTIS 300 racquet used for the first time in to further growth in both established the Davis Cup by Sweden's Ervin Eleskovic. and developing markets.

www.sports-insight.co.uk 43 Football Intro_SI Template 26/08/2011 12:43 Page 1

Sports Insight spoke to three football brands soon after the new season kicked off HOW HAS TRADE BEEN colour-ups and ‘me too’ brands. There is however, still a demand IN THE LAST 12 MONTHS? for authentic brands that deliver good product at the right price. BOB FIDLER, REUSCH: trade and turnover have been very WHAT STEPS HAVE YOU TAKEN TO good. For the 12 month period to the end of July 2011 REMAIN IN A STRONG POSITION? turnover is 60 per cent up on the corresponding period to July 2010. Sales of gloves have continued to grow, but we have BF: Reusch has maintained its core principles of developing seen a significant increase in apparel sales. quality, comfortable and value-for-money products, so there is a strong range to sell, which is important. Specialisation within the PAUL SHERRATT, UHLSPORT: the company is currently goalkeeping sector means we try and focus on what the trading nearly 30 per cent up year on year, thanks to consumer wants. Sponsorship of high profile international substantial growth in the goalkeeping and teamwear goalkeepers has helped keep the Reusch brand visible and categories. While certain sectors of the trade are certainly working closely with key retailers ensures a positive sell through. finding things difficult, we have worked hard to identify core strategic partners with which to continue to grow, and this is PS: we undertook a complete account analysis at the end of now paying dividends. For example, in teamwear we have 2010 to identify accounts that needed investment, accounts designated Budesliga dealers who enjoy additional sales and that were stagnant, accounts that we were likely to lose and marketing support to ensure they can remain competitive and accounts that were loyal and required further support. It was service their customers as professionally as possible. armed with this information that we were able to budget and focus accordingly to ensure that all opportunities were ANTHONY ROBERTS, ADMIRAL SPORTSWEAR: very maximised, and this is now paying dividends. positive. We are just over eight months into a new start for the brand, which has seen us move from Switzerland back to the UK, AR: being less than a year old, we have had a great vantage where it all began. We‘ve been busy behind the scenes point to adapt ourselves to stand the best chance of being developing new product concepts and delving into our heritage successful. Although the market remembers Admiral, it to ensure authenticity in both the product and the brand position. doesn’t have an expectation or a preconceived value of the You will be able to see some of the results of brand. This, coupled with the overriding feeling that there is this hard work before the end as much respect for the brand as there is love, means we think of this year. we have a very bright future. WHAT IF ANY HAVE YOU LAUNCHED DIFFERENCES THERE IS STILL A INTO ANY NEW HAVE YOU MARKETS OR NOTICED SINCE DEMAND FOR COUNTRIES? THE RECESSION BF: Reusch International is BEGAN TO BITE? AUTHENTIC BRANDS always looking at expanding HOW HAS FOOTBALL the ‘Reusch family’ and has BEEN AFFECTED? THAT DELIVER GOOD started supplying additional BF: for us, the recession started to countries in Europe and the bite 18 months ago and we had“ a PRODUCT AT THE Middle East in particular. very slow sales rate during the first six PS: no. months of 2010. However, we noticed a RIGHT PRICE significant increase in sales during and after AR: yes. We have already last year’s World Cup and the positive sales trend has confirmed a license agreement in continued through into 2011. All areas of the sports trade Italy and have many ongoing discussions with other strongly have been affected by the recession, but although the football positioned businesses across Europe, the Middle East and North market has remained fairly static, we appear to have taken a Africa. We also believe there is a real opportunity to break into slightly larger share of our own particular specialist market. the retro sports fashion market, as few brands have as much heritage or are as iconic as Admiral. We have developed a PS: as we continue to see aggressive growth, it is difficult to product category” - Admiral Gold - that uses the original Admiral comment. However it does appear we are bucking the trend Ensign colour to create vintage, quality product. and that generally the market is pretty stagnant, with uhlsport’s growth being to the detriment of our competitors IS IT ALL ABOUT LAUNCHING NEW rather than due to market conditions improving. PRODUCTS OR ARE THERE OTHER AR: in real terms the fans and grass-roots players have been hit STRATEGIES YOU USE TO RETAIN AND hard. It forces brands to deliver absolute value for money and to CREATE INTEREST IN THE BRAND? be more innovative - the market has grown wise to endless BF: launching new products helps to freshen up the range and

44 www.sports-insight.co.uk Football Intro_SI Template 26/08/2011 15:06 Page 2

IN SEASON FOOTBALL

introduce new technologies, but the core principle remains that if you produce product that does the job it was designed for people come back for more. PS: new products are certainly a very important factor and we are lucky that our product team have done a superb job in continuing to produce exceptional products in challenging times. We are also lucky that we have the strongest football league in the world with the Premier League and therefore even outside of major championships there is huge coverage of the sport and plenty of opportunities that continue to excite the consumer access to in the past. around activity Reusch International across the football has a fairly active leagues as a whole. Facebook page, updating news and AR: it’s as much product information about launching the on a regular basis. right product into the Here in the UK we right market via the have become active right distribution channel. on Twitter. Admiral has a rich history and if we choose to ignore it and create product for the sake of it we would run the PS: this is an area that risk of damaging the brand. Instead we look at our needs addressing history and draw out our ‘DNA’, which includes further by uhlsport. We chevrons, ticker taping, large collars, hour glasses have a UK Twitter and bright colours, to mention a few. presence, but have not yet embraced Facebook WHAT MAKES and Twitter from a YOUR PRODUCTS global perspective. STAND OUT? AR: the various social BF: the heritage of the brand, with mediums create an open continued success from goalkeepers platform to entertain wearing Reusch products at major people with both the international tournaments. The specialisation brand and its products. in a particular product area means the design Being open is crucial, as team can take more time and focus on ensuring people want to contribute the product is always of the highest quality and and have their voice value for money. heard. We are active across several social media PS: quality and performance. uhlsport is proud to be a sites, predominantly German company and all of the positive elements that go Facebook and Twitter. with this, such as performance, design and engineering, are reflected in the product range. WHAT ARE YOUR AR: flexibility and heritage. We have an incredible PLANS FOR THE archive and brand story. A humble hosiery firm in NEXT SIX MONTHS? Leicester took on the sports brands of the world BF: from December 2011 Reusch and conquered the UK and the US. Along the way will start introducing its new we claimed many accolades, such as becoming product range for 2012, which will the first to produce replica shirts under license, include products to be worn at the the first to introduce the away kit and the first European Championships and the Olympics. Around brand to be given pride of place on the England the same time we hope to be able to announce shirt next to the three lions. Reusch’s involvement with something new in the world of goalkeeping, so watch this space. HAS THE DIGITAL AGE CHANGED THE WAY BRANDS PS: we are now taking spring/summer 2012 ARE MARKETED? products to market, including our Euro 2012 programme of products. BF: keeping up with the ever-changing face of technology is one of the hardest things to do. AR: We launch our first range into UK retail in However, it does offer an opportunity to communicate November and we are on track to be trading in a with the consumer in a way brands might not have had number of new countries by the end of the year.

www.sports-insight.co.uk 45 Football Profiles_football profiles1 26/08/2011 14:56 Page 3

IN SEASON FOOTBALL FOOTBALL

UHLSPORT INFINITY RAIN JACKET From the start of pre-season to the end of season awards, conditions can be unpredictable to say the least. The uhlsport infinity rain jacket incorporates Smartbreathe HI COUNT technology, making it highly weatherproof and water resistant. The elasticated hem cord, cuffs and full mesh lining work together to keep the rain out and players training for longer when lesser jackets would force you inside.

Available to all uhlsport customers at a net price of £10 in all colourways while stocks last. For additional information call uhlsport on 08448 849861 or email [email protected].

46 www.sports-insight.co.uk Football Profiles_football profiles1 26/08/2011 12:46 Page 4

www.sportindustry.biz SENSPORT NEWFIELD WARP KNIT BROADSTRIPE TEAM JERSEY ● 100 per cent polyester warp knit fabric. ● Sentec moisture management. ● Quick dry - high comfort. ● Three knitted structures with mesh panels. ● Knitted two-piece collar and ribbed cuffs. ● Long sleeve jersey in stock - short sleeve available as MTO. ● Raglan sleeve with contrast panels and piped detail. ● Engineered knitted 3.5" vertical stripe in traditional club colours. ● Transfer printed logos. ● Suitable for printing.

RRP shirt, short and sock To view the new season 2011-2012 stock set, junior bs-yths: £18. teamwear brochure visit www.sensport.co.uk or www.publications.skycommedia.co.uk/?id=sens RRP shirt, short and sock port/teamwear2011-2012. set, senior s-xxl: £26.

GYMPHLEX LAUNCHES NEW GFORCE FOOTBALL KIT RANGE Gymphlex has recently launched a contemporary football kit as part of its popular GFORCE range. The kit utilises technically advanced fabrics and cutting edge tailoring to create a professional quality kit with

exceptional performance. Premier League trend, with a short and stylish Gymphlex has selected the lightweight fabric ‘pro-collar’ as opposed to the traditional v-collar and Moma for the shirt, as it possesses a superior moisture placket. The shirt also has long sleeves and can be management system. This high purchased with matching shorts. tech absorption system makes it As the garment is within perfect for the football field, the GFORCE range, customers where comfort can positively can select countless Visit www.gforcesportswear.co.uk impact on sporting performance. The shirt can also be personalisation options, including dye sublimated for further information or call enhanced with the option of complementary panels colours and badges, branded name tags or other 01507 523243. produced in Eyemax, another exceptional moisture options. They can also select the core style that meets management fabric. their needs from the six styles available within the The style of the shirt mimics the prevailing range. Minimum orders of just 10. www.sports-insight.co.uk 47 Final Artwork Sports Insight Magazine.pdf 1 03/06/2011 09:37:39

2011 CATALOGUE NOW AVAILABLE

R TO PLACE AN ORDER FOR IMMEDIATE DELIVERY OR TO ORDER A CATALOGUE CONTACT US ON: 0844 902 1801 OR VISIT OUR WEBSITE: WWW.PROSTAR.CO.UK EMAIL: [email protected] ited m i y L r bu anter © C right y op C ed. v 1904 2011 reser

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IN SEASON RUGBY RUGBY UNRIVALLED FLEXIBILITY WITH DYE SUB FROM GYMPHLEX Clubs, teams and schools looking for professional quality sportswear should take a look at the capabilities of the dye sublimation service offered by GFORCE from Gymphlex. Dye sub offers the highest level of flexibility in printing, enabling the creation of unique and personalised printed designs. This revolutionary technique uses a combination of heat and pressure to manipulate the dyes in order to produce a huge array of printing styles. Simon Ward, sales director at Gymphlex, says: “Put simply, dye sublimation enables you to print whatever you like, however you like - be it solid colours, graduated colours, club badges, bespoke colours, numbers or Call Gymphlex on 01507 523 243 individual names - directly onto the fabric. The possibilities are endless.” or visit www.gforcesportswear.co.uk Dye sublimation is available on garments from a number of different for more information. ranges, including rugby and football, with a minimum order of 10 and lead times of six-eight weeks.

OPTIMUM BOKKA RANGE Since being launched Optimum’s BOKKA range of tops, headguards and rugby boots have proven to be one of the company’s best-selling ranges of products 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.

50 www.sports-insight.co.uk Rugby Profiles_football profiles1 26/08/2011 14:54 Page 4

www.sportindustry.biz PROTECT YOUR BODY WITH SHOCK DOCTOR Whether you’re playing rugby, cricket or sparring, you always have to make sure that you protect your body from dangerous blows. Shock Doctor specialises in technological advances to create protective sports equipment for athletes, making sure you are always safe.

Gel Max Mouthguard The heavy-duty rubber exoskeletal shock frame and gel-fit liner provides maximum protection, fit and comfort in an easy-to-fit triple layered design. It’s ideal for all contact sports.

Reflex Ultra Shorts The sonic welded compression moulded foam pads maximise impact protection on the exposed tackle area. The wraparound X-Fit Retention System and anti-microbial, moisture wicking four-way stretch fabric draws sweat away from the skin to provide a close, comfortable fit that minimises odour.

Ultra Supporter with Ultra Carbon Flex Cup This multi-sport X-Fit supporter is made of extra supportive four-way stretchable material with a unique wraparound X-Fit cup Retention System.

All products are available in national sporting goods shops, and for online visit www.eninety.com.

www.sports-insight.co.uk 51 Rugby Profiles_football profiles1 30/08/2011 11:59 Page 5

IN SEASON RUGBY

RHINO Rhino’s short sleeve base layer and base layer leggings keep you warm and dry in cold conditions. The fabric is lightweight, soft and dries quickly. Fitting like a second skin, they also regulate body temperature. Rhino’s long sleeve turtleneck can be personalised by way of heat seal with a logo, text etc. With many of the features of the short sleeve base layer and base layer leggings, its raglan sleeve design allows increased mobility and a full range of motion. For more information visit www.rhino-teamwear.com.

MERCURY COMPRESSION Canterbury of New Zealand’s new Mercury Compression range is designed to enhance athletic performance and accelerate recovery after sustained periods of exercise. The long sleeve top and leggings incorporate hybrid compression technology, combining graduated compression zones in the lower limbs and constant compression throughout the rest of the body. Extensive testing by Progressive Sports Technologies, based at Loughborough University, found that Mercury Compression garments can reduce muscle oscillation by up to 50 per cent, as well as decreasing muscle soreness by up to 30 per cent. The range has been manufactured by Canterbury to be worn during training, competition and recovery. The use of LYCRA SPORT fabric improves shape retention of the garments, thus maintaining greater levels of compression for prolonged periods of time.

For more information on the Mercury Compression collection contact the CCC customer service team on 0161 947 9944 or email [email protected]. LYCRA is a trademark of INVISTA.

52 www.sports-insight.co.uk ARE YOU STOCKING THE ULTIMATE SELF-FIT MOUTHGUARD RANGE? IF NOT, PLEASE CONTACT OPRO ON: [email protected] OR TELEPHONE: 01442 430690

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Terms: Offer valid whilst stocks last. Offer available for new orders only and when RWC 2011 product to the value of £50 or over or £100 or over is ordered at one time. One promotional offering per order. All prices quoted are calculated at UK Trade Prices (Excl. VAT) EKTIO AD_Layout 1 26/08/2011 09:39 Page 1

EKTIO the REVOLUTION

Ektio the most revolutionary new sports performance boot on the planet. ~ Physician designed to prevent ankle sprains. ~ With 2 inbuilt straps, this secures the foot to the boot and supports the ankle, whilst the bumpers on the side of the boot prevent the ankle from turning over. ~ Clinically tested / Athlete approved ~ Light and nimble with lateral bumpers for flat landings. Suitable for indoor 5 a side football, basketball, tennis, squash, skateboarding, netball, (all sports played on a hard surface) ~ Gives athletes more time playing sport, and teams more player availabliity. ~ No need for tape and ankle braces ~ Can be used as a remedial tool by helping athletes with weak ankles to train confidently and play sports at full pace. ~ Cuts the cost out of rehabilitation expense for the individual and teams. For all enquiries, please go to www.alphaii.co.uk official UK and European distributors of Ektio Etailing1_SI Template 26/08/2011 12:39 Page 1 THERE’S AN A P P FOR THAT The world may have gone smartphone crazy, but can retailers benefit from developing their own app? Dave Howell investigates It’s official: the UK is obsessed with smartphones, according ‘In short, heavy app users are also heavy mobile web users. The to the latest report from Ofcom. Over a quarter of all adults more frequently consumers access the internet via their mobile and nearly half of teenagers now own one. phones, the more likely they are to download apps. More than 10 More telling for retailers looking closely at mobile commerce and billion apps have been downloaded cumulatively since the launch of developing an app for their business was that Ofcom found that 47 Apple’s App Store - the majority of them via iPhones. But this doesn’t per cent of adults has downloaded an app. stop iPhone owners from being the most frequent mobile internet users - 72 per cent of European iPhone owners and 63 per cent of INFLUENCE US iPhone owners access the mobile Internet on a daily basis.’ “Ofcom’s 2011 Communications Market Report shows the influence With app development now touching every sector of business, the that communications technology now has on our daily lives and on mantra that there is an ‘app for that’ certainly rings true. Says Anil the way we behave and communicate with each other,” says James Malhotra, SVP marketing and alliances at mobile internet company Thickett, Ofcom’s director of research. “Our research into the use of Bango: “The app ecosystem will rationalise around content that offers smartphones reveals how quickly people become reliant on new real benefits, so that some of the more gimmicky apps will disappear technology, to the point of feeling addicted.” or depend upon revenue from online advertising. Many small businesses have jumped on the app bandwagon, but “Apps are expensive to produce and distribute, so unless seen little return on the sometimes significant resources committed. This there is clear commercial value to develop one for specific is simply because they did not carefully assess their customers’ needs devices, most mobile content will be provided as a web and whether an app would fulfil their requirements. App development, experience. The ubiquity of the web and ease of like any other service you offer customers, must be carefully researched access across mobile devices and platforms and the offering must be something new and in demand. provides a single channel to market and a much easier option for unproven content.” ECOMMERCE THE KEY TO INTEGRATION Companies that already have a EFFECTIVE APP significant presence on the web have developed many of the most successful apps, which extend their DEVELOPMENT IS reach and give customers a convenient way to access their stores. TO IDENTIFY A Argos developed its iPhone app in-house, which was downloaded “BUSINESS CASE FOR over 50,000 times in the three weeks after launch. Developing the app THE APP ITSELF was an ideal fit with Argos’ business model - 32 per cent of its overall Making your website smartphone compatible is a sensible first sales are completed online. step in the app market. You do, though, have a choice: you can create Consumers can search the Argos a mobile version of your existing ecommerce presence or create a catalogue of over 25,000 products with standalone app. their iPhone or iPad and use the check In his recent blog entry Thomas Husson of market research and reserve function, which currently company Forrester stated: ‘Consumer product strategists” designing accounts for 22 per cent of sales. product experiences for mobile phones and smartphones must decide “We are thrilled with the early success of on their development priorities across the mobile web and apps. the Argos iPhone app and happy that customers While some believe this is a fundamental ‘either/or’ choice, current are using it as an opportunity for shopping at consumer behaviour suggests that consumers are using both. More Argos while on the move,” says David Tarbuck, than half of European and 60 per cent of US consumers who Argos’ head of multi-channel development. “The first download apps at least monthly also access the internet via their version of the Argos app has been specially designed for mobile phones at least daily. those using our pioneering online check and reserve service.

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E-TAILING

The feedback so far has been overwhelmingly positive. We will standalone app. Good examples of services in this sector include The continue to listen to our customers and use their comments to App Studio, LiveCode, AppWizard and Conduit Mobile. improve the Argos iPhone app and shape our future developments.” For a more bespoke approach you will need to hire an app Other businesses that have created apps include AutoTrader developer. Approach this in the same way you would buy any new and Premier Inn, which developed their offerings on all the major service for your business. The app development market has rapidly smartphone platforms. Steve Conway, head of marketing at expanded, so try and buy best of breed. Premier Inn, explains: “We recognise that there are a variety of “I think businesses often have a misunderstanding of why they platforms in the market, with Android growing fast and Blackberry’s want a mobile app and what they hope it will achieve,” says Simon strong business audience, so it was key that we worked with a Whitaker, founder of Goo Software, which specialises in developing partner who enabled us to support all leading smartphone types.” apps for the iPhone, iPad and iPod Touch. “There’s definitely still a An example of a small business that has successfully developed gold rush mentality at the moment, with some companies wanting a an iPhone app is Music For Baby, which was set up by professional mobile app simply because of their general popularity. The iPhone’s musicians who wanted to create music to complement the different been a phenomenal success and for some people reserving a seat stages of a baby’s development. on the gravy train is the only aim.” Karen Eaves, a director at Music For Baby, says: “We decided The key to effective app development is to identify a business case to develop an app for our business as we felt that our product was for the app itself. Ask yourself why your business needs an app? What particularly suitable to the format and it would serve as a good service will it fulfill? Do your customers want an app and would they marketing tool and opportunity to sample our product before benefit if one were available? Apps have delivered a whole new revenue making a larger commitment.” stream to some businesses, with the most successful being those that integrate with the overall business and are not just fashionable bolt-ons. APP CONSTRUCTION Whether an app could do the same for your company should be An app can be constructed in a number of ways. Websites that offer a carefully assessed. If you have identified a business case for an app, point and click app development interface rely on taking content from take your time to look for a developer that understands your sector your existing website and and vision for your app. Entering the app market can be time repackaging it consuming and expensive, but if you spend your as a resources wisely and have evidence that shows your customers are ready and waiting for an app, this new mobile channel could transform your business.

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are subtle dangers of this trend that go far beyond reduced profitability for ecommerce retailers. In fact, many of the increased risks lie with supplier brands. The most obvious risk for a supplier is one of bad debt. Ecommerce operators have faced inflation busting cost increases for products and their delivery to consumers. This means there are many online retailers selling a wide variety of sports equipment at zero or negative margin when all costs are taken into account.

DESPERATION While ecommerce is relatively new, the old rules remain the same - There are subtle dangers of this those that sell products for less than they pay for them will inevitably go bust. While there hasn’t yet been a string of failures trend that go far beyond reduced among the large volume of online-only retailers, the signs of desperation among quite a number are very visible - weekend sales profitability for ecommerce and price promotions that are aimed at generating short-term cash retailers, says Maz Darvish, flow with no regard for profitability, for example. The second risk for suppliers is increased returns and support CEO of Sweatband.com costs. Ironically, this additional workload comes from two different ends of the market that otherwise have little in common. At the low One of the key effects of the growth of ecommerce as a end, the sole trader turned ecommerce operator is unlikely to have channel for the sports equipment market has been the the customer services infrastructure to appropriately deal with after significant increase in the number of retailers offering products. sales. At the other extreme, the high volume box shifters have the The seemingly low level of capital needed to start an online infrastructure, but no product knowledge or expertise in order to retail business has resulted in the creation of hundreds of online successfully deal with after care. sports equipment shops over the past decade. In addition, many In both cases, this results in a negative perception of the product established retailers such as the supermarkets have expanded their the customer has purchased, as well as higher costs to the brands range categories to include sports equipment. that have to deal with disgruntled customers and high return rates. Bona fide sports equipment retailers such as Sweatband.com PARTICIPANTS have invested in technology systems to make detailed margin information available to all personnel. Having also invested in staff This increase in the number of participants has taken place during a expertise and marketing, we have achieved scale and are continuing period in which the size of the market itself hasn’t really grown. to experience strong growth. Additionally, most analysts seem to agree that the market size for The minority of Sweatband.com’s customers arrive at the site sporting goods over the next few years is likely to remain stagnant at having already selected a specific product and are just looking for a best, with some predicting a decline of as much as 20 per cent. good deal on price. It would be commercially imprudent for At the same time, price comparison engines have grown in Sweatband.com to introduce products to this audience that are popularity so much that their operators have become among the supplied by brands whose ranges are subject to margin destroying largest advertisers on expensive media channels such as TV. price cutting. This is the third and final reason why suppliers need to Consumers are constantly being told that the ‘smart’ think about their online distribution strategies very carefully. approach to online shopping is to pay a lot of attention Without the ability to make margin, bona fide retailers lose out to price and that it is possible to make significant in the immediate term, suppliers in the medium term and with a savings online by shopping around. narrowing selection of The net effect of the combination of these products, consumers suffer three factors is a dramatic increase in the level of the biggest loss in the discounting. On the surface, lower prices are a long term. positive benefit for consumers and may well help the future growth prospects of the sporting goods market. However, there

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TAIL-ENDER UNDER THE COUNTER A sideways look at the world of independent retailing

My assistant Norman mentioned that our local football team, the Wanderers, were looking for a new sponsor after the pet shop next to the undertakers dropped out. Apparently it was found that having Winalot on the club shirts violated the Trade Descriptions Act. Norman’s been very keen that the shop should sponsor someone or something ever since he read that sponsorship gets the best publicity return for the least outlay, even if it’s something hare-brained like end-of-the pier birdman contests, cheese rolling competitions or covering yourself in tomato ketchup.

NO SECRET Norman makes no secret of the fact that he pines for the days when he was Accrington Stanley’s deputy reserve reserve goalkeeper for half a season until his hamstrings gave out, and still misses the smell of liniment and sucked oranges at half-time. He’d love to be involved with a team again, even if it’s one as bad as the something to lift at the end of the season. “Can you manage, my dear?” to which she Wanderers, which lasted just one season in the And when a new goalkeeper arrived from replied: “You got yourself into this mess. Blue Square League in 1998 and hasn’t been Bloxwich Strollers reserves supporters were Don’t ask me to sort it out.” remotely near getting back there ever since. soon asking what was the difference between The feeling was the manager, who had an The last time I went to a Wanderers the goalie and a taxi driver? The answer: the illustrious history of transforming relatively match, the man in front of me at the turnstile cabbie will only let four in. successful clubs into instant relegation handed over a £20 note and said: “Two, Norman apparently watched some pre- candidates, was already in line for the OBE (out please,” to which the turnstile operator replied: season training and reported that there was before Easter) from the Wanderers. “Do you want defenders or strikers?” It was room for improvement. For instance, when In the meantime there was a rumour he hard to know if he was joking. players dribbled the ball around cones on the was planning to give the team diving lessons Ominously, the home supporters were practice ground, the cones won 3-0. None of on the grounds that if there were 20,000 soon singing: “It’s five past three and we’re which made me feel particularly confident leagues under the sea, the Wanderers might losing,” and the Wanderers went down 5-0 to that sponsoring the Wanderers would be a stand a chance of winning one of them. a team containing two players over 45 and a good idea, and when Norman persuaded me Old Mr Mortiboys, who runs the striker who was fitted with an artificial hip to go to a meeting of potential sponsors, it secondhand shop, was at the meeting because and a pacemaker. Near the end of the match seemed that most people felt the same. he has supported the Wanderers since the an official grabbed two youngsters who were Before the meeting a chap who ran a days when footballers earned £12 a week. But climbing over a wall at the back of the stand fitness studio, who kept going out for a smoke, he had become so disillusioned that he took and told them: “I know how you feel, but said he had heard that when the manager was his season ticket to the ground and stuck it on you’ll stay here until the final whistle like caught speeding and was told that he would the gate with a drawing pin and a note saying everyone else.” get three points, he replied: “Any chance of that anyone was welcome to it. Certainly, success has eluded the giving them to the club? At least it would get “Later I had second thoughts and went Wanderers of late and when the ground was us off the bottom of the table.” back to get the ticket,” Mr Mortiboys said. “It broken into and the entire contents of the was still there, but someone had taken the trophy room stolen, police were looking for a CAN YOU MANAGE? drawing pin.” man with a piece of blue carpet. Indeed, Mr Ling from the Thai takeaway mentioned You will be relieved to know we have silverware has been in short supply for so long there was a tale going round that when the decided against sponsoring the Wanderers, that it gave rise to the rumour that the team Wanderers’ manager was crossing a but Norman has fixed up a meeting with his was thinking of planting potatoes around the supermarket car park he saw an old lady pub’s ladies’ darts team. With a bit of luck edge of the pitch so at least there would be struggling with a shopping trolley and asked: our shop logo will fit on their t-shirts just fine.

66 www.sports-insight.co.uk Icon PG_Layout 1 26/08/2011 09:58 Page 1

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