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RFU and Fanatics celebrate extended Editor: MARK HAYHURST WELCOME Tel: 01206 508618 Email: [email protected] to this month's Sports Insight global partnership as new England Advertising Manager: ­KEITH MARSHALL Rugby store at Twickenham opens Tel: 01206 505947 Fax: 01206 500243. The RFU and Fanatics, the Email: [email protected] global leader in licensed sports Advertising Sales merchandise, have opened 21-23 Phoenix Court, Hawkins Rd, the doors to Twickenham’s Colchester, Essex CO2 8JY new state-of-the-art stadium store as part of an eight-year Group Advertising project to develop the RFU’s Manager: SAM REUBIN What a summer we have had so far. global retail and e-commerce Group Editor: The sun blazing down, the general programme. public enjoying the uncharacteristic FAE GILFILLAN An original ten-year Tel: 01206 508615 British weather and schoolchildren partnership reflecting global enjoying the long holidays. e-commerce rights was extended Publisher: MATTHEW TUDOR But before long it will be time to last year until 2025 with the Art Director: LEE WHITEFORD think about going back to school, addition of all official retail outlets Autumn days and colder temperatures. at Twickenham Stadium and non- Advertisement Art Hopefully, everyone will have had a technical product rights. experience remains at the forefront partnership, we entered into a joint Director: KEVIN DENNIS good summer and is prepared for the The new England Rugby Store of technology and development mission to create an engaging retail Reproduction: new season. It won't be long now! represents a major pillar in the with a commitment to regular experience inside the world’s most In this issue we talk to ACE PRE-PRESS. RFU’s match day and non-match refurbishment and technical iconic rugby union venue. Together Tel: 01206 797541 legend that is Chris day fan programme following upgrade during the next eight years with our tried and trusted global Bonington. He talks about his life, some recent investment in the World of the partnership. omni-channel shopping experience, Photography: of his most exciting challenges and how Rugby Museum and Stadium Kate Worlock, RFU Head of we now have a package which befits CLIQQ PHOTOGRAPHY changes in technology have aided the Tour operations. Licensing and Retail, said: “We are the RFU’s global standing and we’re www.cliqq.co.uk modern mountaineer. The original store was taken into delighted to be re-launching our proud to be in a partnership that Twitter: @CliQQphoto We also interview the star management by Fanatics under new and improved England Rugby focuses on providing the best possible Accounts: SUE CARR. Tim Don following the accident that the terms of the new agreement. Store in partnership with Fanatics retail experience for the fans.” Tel: 01206 505903 left him with a broken neck and his road Today’s re-launch is the result today. Twickenham Stadium is the Store design is by Leeds-based, Published by Maze Media (2000) to recovery and ambition to take an of a year-long research and home of rugby and our new store The Shopper Agency, led by Jamie Limited, 21-23 Phoenix Court, Ironman world championship medal. development exercise which was has been designed to ensure people O’Donnell. The Shopper Agency Hawkins Rd, Colchester, Essex Paul Sherratt takes a closer look at undertaken to create a design which who come to Twickenham, whether is a company which specialises in CO2 8JY own label options, even for the smallest offers a best-in-class experience for on a match day or non-match Behavioural Research, Shopper All contents © Maze Media (2000) independent retailer. casual visitors as well as for match day, have a great experience. We Marketing and Retail Design. Limited. The views expressed in Fiona Bugler examines how forward this magazine are not necessarily day fans during the peak periods pride ourselves on our world class Store refit is by Adept. those of the publisher. Every effort thinking brands are picking up on the around major fixtures. facilities at Twickenham, which The new store – England Rugby is made to ensure the veracity and rising trend for online coaching, and The first international fixture include the newly refurbished World Store, Twickenham Stadium integrity of the companies, persons, products and services mentioned in making education a core value. for the new store will be England’s Rugby Museum opened earlier this (South Stand), Whitton Road, this publication and details given Also, with the rise of the world meeting with South Africa in year and the redesigned East Stand Twickenham, TW2 7RE) is open are believed to be accurate at the wide web, Mike Seaman, Managing time of going to press. However, no the Quilter Internationals on launching in the autumn.” from 9:30am to 5:30pm Monday to responsibility or liability whatsoever Director of Raccoon Events, explains November 3, 2018. Fanatics International Head Saturday, 11am-5pm Sunday (NB can be accepted for any consequence why live events are essential despite or repercussion of responding As part of the Partnership, of Retail and Events, Chris Bailes opening times vary on match days). to any information or advice the online boom. Fanatics will ensure the retail said: “After the extension of the www.englandrugbystore.com given or inferred. No part of this publication may be copied, broadcast, interpreted, or stored, in any form, for any purpose, without the written IN PARTNERSHIP WITH permission of the publisher. The official publication of the Sporting Goods Industry Association Sports Insight has a current ABC certified circulation of 5,352 (audit period July 1, 2015 to June 30, 2016). The Audit Bureau of Circulations (ABC) is an independent audit watchdog that verifies magazines’ circulation figures, providing accurate and comparable data for advertisers. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to conform to industry standards. UK/ROW subscription: £25/£42.50 for one year (10 issues).

@SportsInsightUK PUREGYM ACQUIRES All the very latest in SOHO the sports industry... GYMS NEWS PureGym has completed the acquisition of Soho Gyms and its ten fitness clubs, all of which are based in prime locations and are highly complementary to PureGym’s existing estate. PureGym will convert all of the Soho Gyms sites into the PureGym format through a rolling refurbishment programme. Similar to the MARKUS HELBLING, successful integration of the CHRISTOPH FRECHEN LA Fitness business, which it AND ROSMARIE BURKHALTER acquired in 2015, PureGym will invest in refurbishing the UK reopens flagship gyms, providing Soho Gyms’ existing members with access A new era for Intersport store after £14m upgrade to first-class facilities and a Intersport have appointed worked in leadership positions Multi-sports retailer Decathlon UK has unveiled a new store format growing nationwide network Christoph Frechen as their new in North America and Emerging for its flagship Surrey Quays store following a £14m makeover. of 214 gyms. This transaction General Manager of Marketing, Markets. At the global headquarter The store has been transformed into a 90,000 sq ft sports complex will bring the number of sites Intersport identified the in he assumed positions where customers can try their hand at more than 70 different sports using in PureGym’s London estate need to transform from the in Business Development, Strategy, Decathlon’s extensive range of products and equipment. to 591. traditional product focused Brand Marketing and Retail. The revamped store has a host of unique features including a rooftop Humphrey Cobbold, Chief approach to a consumer centric Rosmarie Burkhalter, Senior multi-sports playing field, 3D tennis and golf simulators, a mini badminton Executive of PureGym, said: led strategy. Director Human Resources, said: course, mini golf course and bike testing stations. Customers can even put “We’re absolutely delighted The team at Intersport decided “Christoph was ideal and best fit Decathlon’s equipment through its paces in a mini aquarium. to announce the acquisition upon a complete transformation our requirements. He is a young, Established in in 1976, Decathlon opened its first UK store at of Soho Gyms and look of their method of business which bright individual who has great Surrey Quays in 1999. It now has 42 sites across the UK and plans to grow forward to welcoming their ultimately gave birth to the General experience and we believe he will its estate to 300 stores during the next decade. members to Pure Gym. As the Manager of Marketing position. have a long and successful career The company’s ethos is to make sport accessible to as many people as leading gym operator in the Markus Helbling, Chief Product & with us. Our expectations for him possible, whatever their ability, experience or budget. In practice this country and in the capital, Marketing Officer, said: “With the are exceptionally high.” means always offering the lowest prices, investing profits into research and this deal will clearly benefit aim to change from our traditional Christoph Frechen, new GM development, and manufacturing products in their wholly-owned factories. our existing members as well product-orientated outlook, we Marketing, added: “Leaving a John Butcher, Decathlon UK Marketing Director, said: “The new Surrey as provide more affordable endeavoured to adapt our strategic large corporation such as adidas Quays store has doubled in size and makes a statement about our plans to and flexible options to people set up and implement a business after 16 years, it was important invest and grow in the UK. There are few, if any, retail facilities like this in across London. With well transformation. Our aspirations to for me to find an organisation, the country where shoppers can participate in more than 70 different sports over 200 great facilities alter our strategic vision paved the such as Intersport where I could in a purpose-built setting.” nationwide, 24 hour opening, way for a number of new business continue to grow and develop as a The Surrey Quays store stocks more than 13,000 product lines covering monthly memberships opportunities, one of which was professional whilst being able to clothing and equipment for sports, including , fishing and water offering exceptional value, the General Manager of Marketing apply my vision of how to connect sports, to golfing, , and Yoga. The Quechua Air Seconds 4.1 and no requirement for a 12 position.” and engage with the today’s Family Camping Tent and B’twin Triban 500 Road Bike are currently some month contract we continue After a meticulous search for the consumer in the most relevant way. of the bestsellers amongst shoppers in the local area. to change the game of fitness right marketer, Intersport offered “Another aspect was the current As part of Decathlon’s mission to make sport accessible to the many, and activity in the UK and the position to Christoph Frechen transformation process the local sports teams, clubs and groups of friends will be able to use the rooftop deliver on our commitment to - from adidas. Christoph has spent Intersport Group is driving and multi-sports playing field and in-store meeting spaces for free. Inspire a Healthier Nation.” that the entirety of his 16-year how I can influence in shaping John Butcher added: “Decathlon is all about engaging with families as Michael Crockett, professional career with adidas. the future of this unique group by our mission is to bring the fun and benefits of sport to everyone in the Managing Director of Soho For more than eight years he has building a marketing powerhouse. local community.” Gyms, said: “PureGym offers a highly attractive and flexible proposition and its popularity is evidenced by Leicester City FC delights supporters continued strong growth in both members and sites. This with new top-flight Fan Club Shop transaction will give users London-based retail display ensuring that everything was of Soho Gyms access to the specialist Kesslers has ready to launch with a day of club largest network of gyms in successfully delivered an celebrations on July 2. the UK. I’m confident that exciting and fast-paced The finished shop, which our members will benefit refurbishment of the Leicester measures 10,000sq ft, welcomes from the combination and City Fan Club Shop at the King fans with eye-catching displays hat PureGym’s investment Power Stadium in partnership alongside innovative digital features. across the estate will further with Newman Scott, an interior The curved digital wall impresses enhance the services our sites fit-out company. as browsers cross the threshold deliver.” The scope was to support the and are led into an interior that is PureGym has redefined the launch of the 2018/09 adidas- decorated in a rustic yet industrial industry with its affordable, sponsored football kit with a style, with an abundance of mesh, high-quality and no-contract brand new interactive retail repurposed scaffold boards, raw steel opportunity to demonstrate the and manufacturing facilities in offering, and the success of space, complete with new zones, and glass. Altogether, a dynamic breadth of skills and the quality of Stratford, East London, Kesslers this strategy is reflected in the a contemporary design – and all shopper experience awaits the club’s our in-house team. In order to meet seamlessly manages each of its company’s continued growth. completed in a five-week window. supporters, retaining some football- the very tight turnaround time, clients’ unique merchandising Launched in November Kesslers was appointed as sub- inspired elements, such as artifical we split the equipment into three requirements from start to finish. 2009, in February this year, contractor to engineer and develop turf hero spots and oversized packages and allocated specialist It creates outstanding display PureGym reached one million the design intent, using its in- football-esque dump bins. designers to each.” solutions a diverse portfolio of the members – a milestone never house team of specialist engineers, The new store sells a full range Kesslers is delighted to deliver world’s leading brands, including previously achieved by a UK production teams and procurement of club replica kit, athleisure, gifts another milestone in the development L’Oréal, adidas, Marks & Spencer gym group – and in March experts to source specialist and souvenirs, as well as providing of the 2018 strategy to deliver the and Sainsbury’s. The team is adept opened its 200th site. In materials, manufacture and deliver experiential areas for fans to really future of retail, combining physical at harnessing market-leading addition to the acquisition of the retail equipment for the store. get involved in the brand. furniture with technology and technology including Augmented Soho Gyms, PureGym plans to The timescales were exceptional and Daniel Astarita, Sales & Marketing experiential touch points to enhance Reality, Virtual Reality, Near Field open at least 20 gyms a year – the shopfitting teams worked 24- Director at Kesslers, said: “This time spent in store for customers. Communication, Radio Frequency extending its position as the hours alongside the Kesslers team was an incredibly exciting project Employing over 175 staff at its Identification and IoT enabled UK’s leading gym operator. of Project Managers and Engineers, to be involved in, and gave us the 130,000sqft high-tech retail design displays.

www.sports-insight.co.uk THE NATIONAL RUNNING SHOW IS PROUD TO ANNOUNCE...

...WILL BE JOINING US AT THE 2019 SHOW! We are already 85% sold out on an exhibition hall twice the size, attracting the biggest brands in running, as well as over 20,000 tickets booked with new speakers, workshops, a second theatre, and Paula Radcliffe as keynote speaker.

Join us at The National Running Show, NEC Birmingham 19th - 20th January 2019 to showcase your brand and products to our actively engaged running community.

For more information about the show and how to be a part of it, contact [email protected] or [email protected].

nationalrunningshow nationalrunshow nationalrunningshow Parkwood ASICS YourZone45 raises capital to expand BECOMES YourZone45, an emerging UK they join the business, and the fitness Leisure fitness franchise, has secured franchise sector, at a truly exciting IPC OFFICIAL investment and executive time. SUPPLIER partners support from fitness industry Jeremy Taylor added: specialists, Mhairi FitzPatrick, “YourZone45 provides an exciting The International with British Andy Kay and Jeremy Taylor. and affordable opportunity for Paralympic Committee (IPC) The three new stakeholders will people with the drive, ambition and has announced ASICS as an Gymnastics be working alongside YourZone45 commitment to succeed on their Official Supplier until the founder, Chris Elms, to develop the own but who want to minimise their end of 2020 in an agreement Parkwood Leisure has agreed product and accelerate growth of the risk as a fitness entrepreneur by that will benefit a number of a three-year partnership with franchise network throughout the following a proven model and blue Para athletes and developing British Gymnastics to increase UK and overseas. print to operate their business.” National Paralympic the opportunities for children to There are currently four Taylor was a co-founder of the Committees (NPCs). take part in gymnastics across YourZone45 franchises operating in LA Fitness group in 1994. He was Going forward, ASICS will the country. the UK with two more on course to the group Operations Director for supply official sportswear The partnership will see British open by the end of summer 2018. 11 years as the company grew to an and shoes for the IPC and Gymnastics work with Parkwood YourZone45 is a boutique fitness estate of 65 health clubs throughout the Independent Paralympic Leisure to standardise the studio concept that delivers a highly the UK and Ireland. After exiting LA of wellness centres in blue chip Athletes Teams at official gymnastics offering throughout its motivating, instructor led body- Fitness, he subsequently acquired companies. The latter business a events. From 2019 this will leisure centres. The sport’s National changing 45 minute workout. Using equity and took an executive role premium health club offering in extend to all officials of World Governing Body will deliver expert heart rate technology the workouts in The Health Club Collection, a London 37˚ Health and Fitness. Para Swimming, World Para training to coaches from Parkwood are designed to burn maximum privately owned business operating The two 37˚ clubs were sold in Powerlifting, and World Leisure and will provide technical amount of calories, build strength, six very individual clubs throughout 2015/16. The Tower Bridge location Shooting Para Sport at major knowledge and guidance during increase energy, surpass workout London. to Encore Capital who rebranded the events, including the Tokyo the set-up of the leisure centres’ plateaus, tone and shape the body Kay and FitzPatrick have worked club to Third Space and the Olympia 2020 Paralympic Games. gymnastics offering. like nothing else. in partnership for over 20 years, location to Mike Ashley’s Sports In addition, in a move that Parkwood’s leisure centres will Chris Elms said: “I am delighted having launched, operated and sold Direct group. will benefit developing NPCs, initially provide a minimum of three that Mhairi, Andy and Jeremy have both a self-funded start-up and a For more information about ASICS will supply competition classes per week, a number set to agreed to acquire an equity stake VC-backed business. The former a YourZone45 and to enquire about a kits for around 300 Para double as the partnership progresses. in YourZone45. Their business corporate wellbeing company that franchise, please head to athletes for Tokyo 2020. Parkwood Leisure will roll out the experience will be invaluable and specialised in contract management www.yourzone45.co.uk IPC President Andrew scheme to 12 sites across the country Parsons said: “This is an by the end of 2018 and anticipate agreement that not only that the scheme will be available at our sessions, they are sure to be a lot benefits the IPC and the 40 sites across the UK by the end of Everyone Active partners with of fun.” summer World Para Sports, 2019. The partnership will provide Josie Pointon, foundation but the wider Paralympic greater opportunities for children Durham County Cricket Club manager at Durham County Cricket Movement. between the ages of 3-11 to take Everyone Active – the UK’s operates eight leisure centres across Club, said: “The partnership with “We are particularly part in recreational gymnastics longest established leisure Sunderland in partnership with Everyone Active is fundamental to delighted at the commitment with enhanced facilities and more operator – has joined forces with Sunderland City Council. the development of community work of ASICS to support the qualified gymnastics coaches. Durham County Cricket Club Ian Bradgate, area contract across the region, in particular our Independent Paralympic Peter Fitzboydon, Managing to deliver an extensive range of manager for Everyone Active said: work surrounding gender equality Athletes team and a number of Director at Parkwood Leisure, said: activities across the county. “We are proud to partner with and provision of healthy activities developing NPCs on the road “There are currently one million The leisure operator will work in Durham County Cricket Club. for children and young people. The to Tokyo 2020.” children on waiting lists wanting to partnership with Durham County Over the next year we will work partnership has allowed us to extend Motoi Oyama, ASICS join gymnastics activities across the Cricket Club to deliver a vast range closely with the club’s community our current provision of health Chairman and CEO, said: UK. As a leisure provider, we’re in a of community-based initiatives to development team to deliver a wide and wellbeing activities, providing “We are thrilled to be able great position to support this level encourage people of all ages and range of activities across the county important and sustainable pathways to support the International of demand for gymnastics. This new abilities to take part in physical to engage residents in physical for those that we work with. This Paralympic Committee partnership with British Gymnastics activity. activity. in turn allows us to maximise our as an Official Supplier. allows us to offer young children the Everyone Active’s colleagues are “We are passionate about impact in supporting thriving and Paralympians’ courage and opportunity to experience and enjoy working alongside Durham County encouraging the local community healthy communities within the determination give dreams the benefits of gymnastics while also Cricket Club’s community team to to lead healthier and more active North East.” and hope to people around the bringing them into the leisure centre, deliver weekly sessions at Riverside lifestyles, and I would encourage For more information on Everyone world. In addition to further where they can enjoy a greater range Leisure Centre with the club’s anyone who is looking to become Active, please visit: promoting the Paralympics, of activities and opportunities.” disability sports club. The sessions more active to come and try one of www.everyoneactive.com we wish to promote awareness Dave Marshall, Participation take place every Wednesday from towards a better world, as Director at British Gymnastics, 5pm-6pm. well as the development of added: “Gymnastics currently has Through the partnership both social infrastructure, in order unprecedented demand to take part organisations aim to engage more to realise a truly inclusive and more participants than ever children in the sport, and Durham society. Through our efforts regularly enjoying the benefits of the County Cricket Club will be working with the IPC, we aim to sport. It is fantastic to have Parkwood with Everyone Active to deliver new contribute to a healthy and Leisure as an official delivery partner. activities at Silksworth, Raich Carter, sustainable society.” We are passionate about ensuring a Washington and Houghton Leisure ASICS was founded upon high quality, fun-fuelled experiences Centres throughout the summer a commitment to nurturing for all participants. Parkwood holidays. Players from the club will the world’s youth through Leisure are driven to helping create deliver introductory sessions for CHRIS RUSHWORTH (DCCC BOWLER), TOM SEYMOUR (SALES DIRECTOR), sports in order to contribute opportunities for more young people 5-13-year-olds from across the City. IAN BRADGATE (AREA CONTRACT MANAGER), MARTIN MILES (AREA to society. With a vision of to enjoy the benefits of gymnastics.” The sports and leisure provider MANAGER) AND MARK WOOD (DCCC ENGLAND AND DURHAM BOWLER) “Create Quality Lifestyle through Intelligent Sport Technology”, ASICS’s mission is to provide goods Peak Sport establishes Partnership with Olympic Committee and services that promote healthy and fulfilling lifestyles The Belgian Olympic committee is another breakthrough At the Rio Olympic Games, Belgium partner for European basketball throughout the world. ASICS committee has entered a for Peak in implementing its gained 6 medals including two golds, stars Tony Parker and Teodosic. will also contribute to the strategic partnership with international strategy. With the rise two silvers and two bronzes. Bingrui Wu, Peak deputy general IPC’s mission of making for Chinese sports brand, Peak. of 's economy, Chinese brands In fact, Peak has already had manager, said: “Europe has become a more inclusive society In October, during the Argentinian are increasingly being recognized a long history in cooperating one of the Peak's most important through Para sport. youth Olympic Games, the Belgium and supported by international with Europe, which can be dated overseas markets, and signing Since September 2016 delegation will be equipped with gear institutions and organizations." said back to the 2005 European the Belgian Olympic committee ASICS has been the official specially designed and produced by at the signing ceremony. basketball all-star game officially will be helpful for raising Peak's supplier of World Para Peak on the Olympic podium, as well Being the heart of the European sponsored by Peak. Nowadays, recognition and influence in Athletics, an agreement that as during the Minsk European games Union, Belgium shows great Peak has strong relationships with Belgium and in the entire Europe. extends through until the end next year and the Tokyo Olympic competitiveness in football, Germany and 's national Peak and the Belgian Olympic of 2020. ASICS is also a Gold Games in two years. cycling, athletics, hockey and other basketball associations, as well committee will begin to cooperate Partner of the Tokyo 2020 Jingnan Xu, Peak chairman, sports with a group of athletes as the national Olympic closely to improve its performance Paralympic Games. said: “Signing the Belgian Olympic filled with limitless potential. committee. Peak is also a global in the international markets.”

www.sports-insight.co.uk 88 Launch of The National Running Conference in partnership with Running Imp Business leaders and influencers to attend at the Birmingham NEC

The organisers of The National that will shape the development of represents a significant opportunity Running Show have launched the UK running market. For any for the many brands, retailers, The National Running business related to running, it is a race directors, sports bodies and Conference which will take must-attend event and a stimulating communities within the industry. place on January 18, 2019, at start to 2019. However, with competition Birmingham’s NEC. The conference is a joint venture greater than ever, it can be difficult This industry-leading B2B between three partner companies: for businesses to capitalise on conference will host a gathering of The National Running Show, this and communicate a valuable key leaders and business influencers Breathe Unity and UKRunChat. proposition that stands out from in the running world, namely brands, Rebecca Richardson, Director of the crowd. The National Running retailers, race directors, official Breathe Unity, said: “The National Conference in partnership with bodies and community sectors. The Running Conference is a unique Running Imp aims to resolve this by conference, the first of its kind, will collaboration to bring everyone in creating an environment in which see them all come together for one the industry together to meet face key players in the running industry day to network, share and impart to face, network, share and create can network, learn and do business knowledge to keep driving the UK’s further long-lasting relationships with their peers. running market forward. whilst embracing new technologies With this in mind, the agenda for Nick Pearson, CEO of parkrun and keeping up with the pace our the day includes a range of topics Global Ltd, and Neil Venables, industry moves at. We cannot such as UK running market analysis, General Manager of Intersport UK wait for January 18 and we really mutually beneficial partnerships, & Ireland, are the first two speakers appreciate the industry getting building a global brand and running to be confirmed for this industry- behind us on this and embracing the trends for 2019. Sessions will be leading B2B conference in the new gathering of like minded people.” delivered by industry leaders from year. Running Imp has been confirmed both the UK and overseas who Nick Pearson became CEO as the Platinum Sponsor for The will share their expertise on how of parkrun Global in May 2015. National Running Conference, and businesses can capitalise on the With 20 years’ experience in the the 2019 conference is going to be emerging opportunities in the UK sports industry and as the former known as The National Running market. Managing Director of Sweatshop, Conference in partnership with It promises to be an unmissable Nick is responsible for developing Running Imp. start to 2019 and an excellent the global parkrun growth strategy. Running Imp is the UK’s precursor to the second staging of MIKE SEAMAN (L) AND RUNNING IMP CEO CHRIS ILLSLEY BEM Neil Venables became General established market leader in The National Running Show. Manager of Intersport UK & Ireland running and mass participation Mike Seaman, Director of The in August 2017, following 21 years of event supplies, and it continues to National Running Conference, Unity and UKRunChat will be vital The National Running working within the adidas group. He build on its history and reputation said: “We are thrilled to launch The in taking the Conference forwards.” Conference in partnership with is responsible for driving strategic whilst further expanding its event National Running Conference 2019, George Horner, Sales Manager Running Imp will take place the development for the Intersport UK offerings. The partnership with which will be a first-of-its-kind B2B at Running Imp, added: “We are day before The National Running and Ireland group. The National Running Conference conference for key figures in the proud to be associated with this Show. Anyone wishing to register, Pearson and Venables will be comes in the company’s 30th running industry. prestigious and innovative event, become a speaker, partner or joined by industry leaders from anniversary year and is a testament “It is a privilege to host such an and for it to be known as The sponsor, should contact info@ both the UK and overseas, more of to its commitment to the mass event for the industry and we look National Running Conference in nationalrunningconference.co.uk. whom will be announced over the participation market. forward to gathering everyone under partnership with Running Imp. The National Running Show coming weeks. The agenda for the With the extraordinary growth of one roof to maximise opportunities Being the market leader in running takes place on January 19-20, 2019. day will include in-depth running the running market and running now within the UK running market. We and mass participation event Go to nationalrunningconference. market analysis, mutually beneficial one of the country’s leading mass are delighted to confirm Running supplies, this is a perfect celebratory com for further event details and partnerships, building a global brand participation sports, the demand for Imp as our Platinum Sponsor, and partnership for Running Imp’s 30th follow @nationalrunconf on Twitter and future trends and technologies running-related goods and services the collaboration with Breathe anniversary year.” and LinkedIn. Fit For Sport welcomed as 100th CIMSPA employer partner The Chartered Institute for activity – supporting and delivering commitment to providing the best the Management of Sport and school, after-school and holiday possible experience of physical Physical Activity (CIMSPA) is camp activities – as well as fully activity to children and families celebrating its 100th employer inclusive PE and school sport. perfectly. partnership as Fit For Sport Under the new partnership, Fit “We are delighted to have join the sector’s chartered For Sport will transfer its frontline been able to contribute to the institute. workforce of activity leaders into development of CIMSPA’s CIMSPA employer partners CIMSPA membership, using the professional standards and are are at the centre of developing new CIMSPA coaching membership looking forward to working closely professional standards for the sport categories which are fully aligned with them in the future.” and physical activity sector, and with the professional development Tara Dillon, CIMSPA CEO, also provide their staff team with needs of community sport welcomed Fit For Sport into “With their roots in community and a high quality personal access to high quality professional professionals. partnership: “Reaching the sport and childrens’ activity, Fit development pathway. development through CIMSPA Eamonn Ellis, Fit For Sport Head milestone of 100 employer For Sport are a perfect example of “I’m particularly proud to welcome membership. of Training, said: “Fit For Sport are partners is an important one for how our reach is growing across the Fit For Sport as CIMSPA partners as Fit For Sport train hundreds of hugely excited to become CIMSPA’s CIMSPA – the clear backing of whole of the sector. We’re looking they have already demonstrated their children’s activity professionals 100th employer partner. The work the sector’s employers for our forward to welcoming their frontline commitment to our sector’s progress each year and are experts in that CIMSPA is undertaking to workforce development ambitions team into CIMSPA membership – a through a significant contribution educating and engaging children improve standards across the is the catalyst which has driven our membership which will deliver both to the sector’s professional and young people through physical sector complements Fit For Sport’s growing influence and success. recognition of their professionalism development board.”

@SportsInsightUK NEWS 9 Ironman 70.3 Portugal signs Zone3 as official swim partner

Ironman 70.3 Cascais, Portugal, has signed Zone3 as the official swim partner of the renowned event, promoting its award- winning range of wetsuits, swimskins, tri wear and swim accessories. Set in the quaint fishing village The 401 Foundation to be of Cascais, with over 650 years of history and a picture-perfect supported by This Dad Runs coastline, participants will witness stunning views and picturesque The 401 Foundation are to be supported by This Dad Runs, an scenery while undertaking their online community for men to share their experiences and running ultimate challenge. advice with each other. The 401 Foundation was set up by Ben Smith, who ran 401 Zone3 will be present at the event in 401 days. Their aim is to help people build their confidence and self- expo and provide participants and esteem along with tackling mental health and self-development issues, by locals alike with the opportunity financially supporting local community projects and individuals directly. to purchase products from the Charlotte Pinder, partnership manager for the 401 Foundation, said: latest Zone3 collections. With the experience at Cascais, and we are with Ironman 70.3 Cascais reaffirms “It is fantastic to be able to be supported by some inspiring people and legendary Tim Don and current proud to work with Zone3 who this belief.’’ wonderful communities, our mission is simply to help, to build confidence Ironman World Record holder Matt make award-winning products that He added: “Our relentless and self esteem in communities and we think This Dad Runs is going to be Hansen both currently wearing the we ourselves train and compete approach to delivering the very best a great supporter of this. award-winning Zone3 Vanquish in. Each year, our event here in Zone3 wetsuits at every level, from “Over the last few years we have seen the rise in online running wetsuit and using the brand’s full Portugal goes from strength-to- our Advance to Victory D model; communities, designed to help, encourage and support the building of collection of swimwear, Zone3’s strength.” tailored for Ironman distances, running as a part of life for both lifestyle and mental health reasons. levels of performance and quality Sam Chapman, International ensures that regardless of ability, This year seems to be forming the rise of the male communities are well endorsed. Marketing Manager of Zone3, said: Zone3 offers cutting-edge products with a brand new online community called This Dad Runs. Aimed at Jorge Pereira, owner of Ironman “Associating ourselves with this for all, fulfilling our mission to be encouraging and supporting each other to start running or to share tips 70.3 Cascais, Portugal said: “We’re distinguished event, as part of the the most loved and chosen specialist and tricks about running. delighted to add Zone3 as a partner Ironman race series, is something sports brand in the world.” “We support any community that encourages getting people talking and look forward to developing we are very honoured and proud to This year’s event takes place and to #makeadifference and This Dad Runs is making real strides to our relationship with this thriving be a part of, here at Zone3. We pride between September 27-30, and encourage men to share their experience and running knowledge with brand. We aim to offer participants ourselves on working with the best there are a few spaces remaining for each other.” a unique and challenging events in the world and partnering anyone wishing to enter.

www.sports-insight.co.uk 10

BOUDAVIDA HIRES INFINITY 20 years of the NATION IN A BID TO EXPAND AND Powerback celebrated EXCEL ONLINE Speedo is celebrating 2018 in style with the 20th birthday of the Women’s athleisure clothing brand’s famous Powerback . brand, Boudavida, has chosen To commemorate the milestone anniversary, and give a nod to its Infinity Nation, the specialist evolution over the last 20 years, Speedo created a visual timeline of the online retail growth agency, to Powerback through the ages with a new image collection from Spanish help develop and implement its Team Speedo athlete Mireia Belmonte, from the original suit first digital growth strategy. launched in 1997 right through to the modern day. This appointment marks Showcasing bold prints and colourways, the Powerback suit design Infinity Nation’s ninth win in has stood the test of time and continues to be a swimming staple. nine months. Warwickshire CCC sign new agreement To celebrate the suit’s 20th birthday, Speedo has relaunched the The agency, whose online very first suit in its iconic design. The classic competition suit features retail strategies have proved with coaching aid ZWINGO the open-backed Powerback design in the original blue, red, green and successful with other clients yellow design. including cycling brand, Warwickshire County Cricket winner Tammy Beaumont and Made for racing using Speedo’s most durable Endurance+ fabric, the Rapha, hamper.com, Home Club has signed a commercial South Africa wicket-keeper/ Powerback style offers superb freedom of movement while competing, Leisure Direct and Boxclever and retail partnership to batsman Quinton de Kock. ensuring nothing holds you back in the pool. With 100 per cent chlorine Press, continues to expand the support the development Brett Hillary, partner of Beyond resistance, the suit is built to last for performance you can rely on time diversity of its client list with of new cricket coaching aid Balance Solutions Ltd, the holding and time again. the appointment of female- ZWINGO. company of the ZWINGO and Rob Hicking, Brand focussed athleisure Developed to support batsmen SPINTECHS brands, said: “Our Director for Speedo, brand, Boudavida. with their balance and alignment, vision is to engage and bring said: “The Speedo Boudavida aims to bring Warwickshire CCC will sell dynamism through our brands Powerback suit is fashion and function together, ZWINGO through its shop at across the country through county a timeless classic; creating clothes that make Edgbaston, but also provide clubs, county boards, academies, it’s just as relevant women feel good about their opportunities for the ZWINGO cricket clubs, coaches and players. for swimmers now bodies and inspiring them to team to coaching and trial “This move and partnership as it was when we get active. They are strong events at Vitality Blast home with Warwickshire CCC solidifies launched it back in advocates for female inclusion matches and at the Edgbaston our key objectives and provides the 90s. and empowerment in sport, Cricket Centre. an amazing platform to achieve “Twenty years of donating five per cent of every The partnership will also provide this across the West Midlands and success deserves to online sale to women-focussed preferential access and rates for further a field." be acknowledged, charities, clubs and projects. local cricket clubs affiliated to the ZWINGO’s sister product which is why we As experts in online retail Warwickshire Cricket Board to SPINTECH, an advanced training wanted to go back to growth, Infinity Nation will purchase ZWINGO. mat that’s designed to assist our roots and recreate be carrying out digital due Gareth Roberts, Commercial batsmen in playing spin bowling, the original suit that diligence for Boudavida, Director at Warwickshire CCC, is also available from the Shop became synonymous followed by strategic planning said: “ZWINGO is attracting great at Edgbaston at the discounted with the Speedo and implementation. interest in coaching circles around price of £100; a £39 saving on the brand. Al Keck, Infinity Nation the world, as an innovative tool recommended retail price. “We hope that founder and MD, said: “This to support batsmen, and we’re Additionally, local cricket clubs Speedo swimmers is another fantastic win for delighted that it’s team have are able to benefit from specialist embrace the nostalgia Infinity Nation. We are also chosen to work with Warwickshire package deals on ZWINGO and and celebrate very excited about working in CCC." SPINTECH. Simply contact the 20 years of the activewear, a category with ZWINGO is working with Shop at Edgbaston on 0121 369 Powerback with us.” great potential after its five England Women’s World Cup 1994 (option one). percent growth last year. In working with Boudavida, we look forward to helping them Rob Hicking, Brand in our oceans, I'm bringing my grow and flourish both online Speedo dives into 90th Director at Speedo, said: “Our message back home. Channel rules, and offline in a competitive and #WaterBabyForever campaign is of course, means doing the swim fast-paced market.” anniversary celebrations all about celebrating our love of the wearing only swimming trunks, Infinity Nation was founded water, whether it’s by protecting cap and goggles, and Speedo has 12 years ago by MD, Al Keck Speedo celebrates 90 years one of the core aims of the oceans, inspiring people to swim, or always been my brand of choice. who holds over two decades’ with the extension of its #WaterBabyForever campaign to simply being at the side of swimmers Therefore, it's great to be partnering worth of experience in #WaterBabyForever campaign. preserve the world’s oceans so in the as they achieve incredible feats. with the world's leading swimwear ecommerce. Based in Royal Speedo has embarked upon next 90 years and beyond the new “In partners like Lewis Pugh, brand again, not only to supply my Wootton Bassett, the team are a number of collaborations and generation of water babies can still Surfers Against Sewage and Swim equipment but to help to raise vital now eighteen strong and work activities to mark this iconic enjoy them. Dem Crew, we’re working with awareness of the critical need to together with a range of sector milestone including; a project Underlining this commitment, people who share our passion for focus on the health of our oceans.” expertise to advise and create to inspire people to swim, an Speedo is partnering with campaign the water, and tell the stories of real Swimmers inspired by Lewis's strategies for clients to boost initiative to protect the ocean, group, Surfers Against Sewage. The people whose experiences in the challenge are invited to the pool online growth and visibility. and a partnership with a world group, also a partner of Lewis Pugh water have shaped the person they with the aid of the Speedo On app. class swimmer attempting an on the Long Swim, is working with are today and demonstrate that A new challenge has been added unprecedented feat. Speedo to complete five beach clean- anyone can become a water baby.” enabling users to aggregate their The campaign is headlined by a ups across the south coast to further Lewis Pugh said: “After 30 years swims to match Lewis' progress. renewed partnership with renowned highlight the dangers of materials of swimming in some of the most For more information, download endurance swimmer, Lewis Pugh, like plastic entering the oceans. The remote places in the world, and the app at https://on.speedo.com/ who is aiming to become the first Speedo x Surfers Against Sewage seeing the truly frightening changes challenges man to swim the length of the Beach Cleans will take place at key English channel. stops along Lewis Pugh’s journey. LEWIS PUGH Lewis, who famously completes Speedo will further highlight his sub-zero challenges wearing Lewis Pugh’s ‘The Long Swim’ by only a Speedo brief, cap and goggles, working with inner city community is completing ‘The Long Swim’ to swimming group, SwimDemCrew, to highlight the need to protect oceans host a community swim in Plymouth and British coastlines. In his first on July 21. With a shared passion challenge in UK water, Lewis set off for making the sport of swimming from Land's End in Cornwall on July more accessible, the event will be a 12 to swim 560km down the English joint celebration of Speedo's 90th coastline. He is expected to complete anniversary and SwimDem's fifth the unprecedented journey in Dover birthday and aims to inspire more in late August. people to enjoy the fun and freedom The partnership ties in with of life in the water.

@SportsInsightUK RETAIL 11 Intersport 2.0 Intersport opens first new 2.0 concept store in England

nternational sporting Intersport’s design team based in goods retailer Intersport and help from our major brand is successfully continuing supporters adidas, Nike, ASICS, Iits plans to open a series of new New Balance and Speedo. Intersport 2.0 concept stores Together we have created across the UK and Ireland. something new, unique and The Intersport Group has literally ‘game changing’ for plans to expand the number of Norwich and Norfolk and we look its Intersport 2.0 concept stores forward to welcoming our sporting across Europe over the coming customers of all ages to the store in year and bring a whole new level of the coming weeks.” retail experience to consumers. In a stunning new shopfit, The first Intersport store Intersport Jarrold offers a modern in England to get a concept zoned shopping experience with refit is Intersport Jarrold in separate areas for the key categories Norwich, formerly known as of running, football and team sports, Pilch Intersport. The new look swimming, men’s fitness and Intersport Jarrold 2.0 concept women’s fitness. In-store offered store officially launched on July services have been enhanced to 5 with an evening presented by now include digital gait analysis, Michelle Jarrold and hosted by a racket restringing service, shirt BBC TV presenter Jake Humphrey, printing, cricket bat refurbishment who spoke with the local athletes and expert advice on everything Ireland opened last year in Dublin, and repositioning of the store to Director for Jarrold, added, “I am from The Norfolk Sports Academy, from training with the weekly Run Rushmere and Kilkenny, with be a true multi-sport specialist thrilled that we are able to bring and introduced endurance runner Club to nutrition. Support of local more to come this year following destination embracing the this exciting new concept store Susie Chan, attending as an athletes is prominent in the store Norwich. All of the stores are Intersport mission to inspire, serve to Norwich in collaboration with Intersport running ambassador. with large images showcasing new offering the everyday athlete and connect with everyday athletes Intersport. We have continued With the complete shop sporting talent. an enhanced choice of sporting in the local community.” to bring our ‘serious about sport’ refit, new layout and branding, Information of local parkrun, products, gait analysis, topical Intersport has always been the offer to Norfolk shoppers since we alongside a superb line-up of clubs and sporting experiences are information events, a zoned performance sports retailer that took over the highly regarded Pilch brands with outstanding levels of prevalent in store to help anyone new shopping experience and a strong brings sport to the people. It has sports business 13 years ago. After customer service this new store to the area or wanting to get involved focus on the female consumer maintained its core position as a careful consideration, it feels now demonstrates the Intersport in sporting activity to find the right and digital touch points including multi-category specialist with a is the right time to change the name philosophy of the very best of local sport for them. Customers can look online shopping and information clear focus on running, training and to reflect the close association entrepreneurship with one of the forward to a focused approach to key on local sports clubs and parkrun. football, appealing to the everyday between our outstanding sports most loved sports retail brands in sports categories and an exceptional Neil Venables, GM of Intersport athlete who wants to shop in a offer and the neighbouring Jarrold the world – a winning partnership. choice of brands in the new shopping UK, said, “We are very excited to store that can service their needs Department Store. Together we Tim Shattock, Senior Trading experience including adidas, Asics, work with one of our key retailers regardless of the chosen activity. can create a really exceptional offer Manager for Jarrold Intersport, New Balance, Nike, On, Reebok and in England to bring the Intersport Alongside the diverse range of for Norwich at Jarrold Intersport.” said: “It’s with delight that we Under Armour and featuring the 2.0 strategy and retail concept products is unrivalled expertise and The success of Intersport are opening one of the very first exclusive brands Pro Touch and store to life. This location and the a passion for sport, a key Intersport Jarrold will serve as a magnificent Intersport concept stores in the UK. Energetics. Jarrold store has always been a characteristic which runs through example and incentive for future We have been very fortunate to have The very first Intersport 2.0 leading partner in the group and every store and member of staff. Intersport 2.0 concept stores a bespoke design created for us by concept stores in the UK and now we are seeing the rebranding Michelle Jarrold, Development across both the UK and Ireland.

www.sports-insight.co.uk 12 GROWTH OF CHINESE SPORTS MARKET BOOSTS ISPO SHANGHAI Thousands flock to the Shanghai New International Expo Center

A total of 526 exhibitors and 655 Director of ISPO Shanghai, on the direct access to the Chinese brands presented the summer new e-commerce matchmaking e-commerce market. Consumers sports trends of the coming program, said: “We bring exhibitors are provided with quick and easy season at ISPO Shanghai. and visitors together with China’s access to the respective brands. More than 14,500 trade visitors, main e-commerce providers and China is not only an important four per cent more than at the department stores. This is the ideal market for global sports brands previous event, learned about network platform for making new but also for international soccer. new products in the segments business contacts and establishing The German FC Schalke 04 soccer of Running, Health & Fitness, new business models.” team, who were present together Outdoor and Water Sports at the All in all, a total of 150 meetings with sports goods manufacturer Shanghai New International Expo took place between exhibitors, as guests at ISPO Center (SNIEC) from July 5-7. visitors and potential partners. Shanghai, also used Tmall live The joint ISPO and Tmall The extent of interest in digital streaming to reach Chinese soccer fashion show was one of the possibilities was demonstrated fans. Some 120,000 users watched highlights at the fair. The ISPO by the full rows of seats at the the unveiling of the new soccer Shanghai Digitize Forum also ISPO Shanghai Digitize Forum. jersey by former player and crowd ensured that there were no empty Experts and representatives of puller Gerald Asamoah. seats. major brands such as Peak, Toread, Fitness studios are booming, The sports market in China and Under Armor highlighted the new sports facilities are being built is growing in all categories. Half opportunities offered by digital and European sports are gaining of the Chinese population – transformation, for example how popularity in Asia. A passion for approximately 700 million people it helps brands to position their sport is on the rise in the world’s – buys sports products. messages. most populous country – as the Klaus Dittrich, Chairman The strategic cooperation growing demand for functional and CEO of Messe München, between ISPO and Tmall, China’s clothing and sports equipment said: “China is on its way to largest B2C platform, was demonstrates. becoming the largest market for successfully continued at ISPO Brands are increasingly seeing sports articles in the world. The Shanghai in the form of a joint women and children as significant growth in demand is reflected in fashion show. Well-known brands target groups. Although women the outstanding results of ISPO such as Columbia, Fjällräven, and do less sport than men, they spend Shanghai." Jack Wolfskin presented their more money on sportswear. The areas offering growth latest collections – both offline and And the enthusiasm for sports is held on the first day, in cooperation quality of the more than 14,500 potential for the international online. While the trade visitors growing among aspiring young with the Shanghai Triathlon Club trade visitors (see 2017: more than sporting goods industry became experienced the event at first hand, Chinese athletes, so more and more (STC). 14,000). At the same time, Sports evident during the four days of the consumers outside the exhibition is being invested here, too. What ISPO Shanghai was attended Tech Asia took place for the second trade fair. grounds watched the fashion are the developments in feminine by 526 exhibitors and 655 brands, time and brought interested visitors One of them is digitalization. show via a live broadcast at the product design? What expectations including international industry up to speed on future-oriented China is the world’s largest ISPO’s Tmall flagship store. They do sportswomen have of product giants such as Gola, Lorna Jane, production processes and new e-commerce market. Seventy-five also were able to buy the products design? How can companies Patagonia, and Tecnica, as well as developments in manufacturing. percent of Chinese consumers online at the same time. The live reach the next generation? These Chinese market leaders such as The next ISPO Shanghai will already purchase sports products stream clocked up more than questions were the focal points of AceCamp, Do-Win, and Yvette, take place at the Shanghai New online. Finding the right partner is 340,000 views and 3.4 million likes. theWomen Sport Industry Forum which all presented their new International Expo Center (SNIEC) decisive for business success in the ISPO is the first network in the and the China Kids Sport Industry products in three halls. They were from July 5 - 7, 2019. Further Chinese trading market. sports industry with its own Tmall Development Forum. The ISPO particularly satisfied with the information on ISPO Shanghai can Elena Jasper, Exhibition channel. It offers ISPO customers Shanghai Kids Triathlon was also high number of visitors and the be found online. www.sports-insight.co.uk NEWS 13 Total Warrior partners with innovative health product AlfaSilver

Total Warrior, the Northern water on the other side, no doubt its innovation and are excited to Powerhouse in Obstacle AlfaSilver’s rub proof qualities be able to offer all ‘Warriors’ the Racing, has announced a new will be much welcomed by all chance to try it out at our events.” partnership with innovative competitors. Anyone looking to Tracey Barnes, Product Manager health product, AlfaSilver - a treat any grazes on site with the at AlfaSilver’s parent brand, new wound treatment initiated product will be able to do so with Glenmark Pharma, added: “We’re as a simple spray which soothes the aid of the medical team if they very much looking forward to as it heals and threatens to make so wish. showcasing our product to all with plasters a thing of the past. Adam Dickinson, Director of one of the biggest names in obstacle Opro UFC branded mouthguards Specifically working its magic Total Warrior, said: “It’s great to course racing and we’ll also have now available through antibacterial silver ions, have AlfaSilver on board for 2018. our very own teams competing at AlfaSilver’s brand new spray We’re big fans of the product and Total Warrior events.” Opro, the world’s largest manufacturer of mouthguards, has boasts a new way to treat minor announced that their UFC-branded products are now available for injuries on the go. It also serves consumers to purchase. to help speed up the healing UFC, the world’s premier mixed martial arts organization, announced process - whether it be a cut, graze, its multi-year global licensing partnership with Opro this past October, minor burn or blister that you’re granting the mouthguard manufacturer with the rights to produce UFC- contending with. branded mouthguards and provide bespoke mouthguards to UFC athletes In line with the partnership, currently on the active roster. samples of the product will be Consumers will be able to purchase UFC branded mouthguards from available for participants to try and the Custom Fit, Self-Fit and Snap Fit ranges atopromouthguards.com, and take home from Total Warrior’s through a network of key global retail partners, including: UFCStore.com, 2018 events, which this year are Sports Direct, and Amazon.com. expected to bring in an estimated Each UFC branded mouthguard comes with its very own Octagon shaped 20,000 competitors after some storage case, and along with their patented fin technology, ultra-impact 17,000 took part in 2017. resistant outer layer, and flexible, thin material, Opro mouthguards provide With Total Warrior’s courses the best in retention, fit and comfort. featuring 25 obstacles, combining David Allen, Opro Chief Executive Officer, said: “Our partnership with to form the ultimate test of UFC is incredibly exciting and it reflects our continued growth into the strength, stamina, determination world of combat sports. and teamwork, the partnership will “Our mouthguards provide superior comfort and protection to all those also see AlfaSilver sponsor their who take part in all forms of combat sports and we are delighted to be able ‘You Tube’ obstacle – a 16ft long to finally announce the date consumers will be able to purchase our UFC tube that’s just 60cm in diameter. mouthguards.” Dropping out into either mud or

www.sports-insight.co.uk 14 Zyrofisher sign exclusive partnership with EVOC in the UK and Ireland

ZyroFisher have signed an exclusive distribution deal with EVOC, the world’s leading manufacturer of protection backpacks and sports travel bags. EVOC was officially founded in 2008 and has quickly become one of the most recognisable brands in the market due to their eye catching and Salming Hawk is launched innovative design. The latest addition to Salming’s performance indoor shoe range has Today, EVOC’s ergonomic, launched in specialty stores across Europe. comfortable and protective Salming Hawk is a well cushioned energy return shoe with a low profile backpacks, travel bags and and an excellent grip. The Hawk has been developed together with some of accessories are the choice of leading the best athletes in the world in the sports operated by Salming - handball, international athletes including trials floorball, squash and volleyball. legend Danny MacAskill, Tobias Karlsson, team captain and left back court in the German star Hannah Barnes and freeskiing Bundesliga team SG Flensburg-Handewitt and Olympic Silver medalist in champion Paddy Graham. London 2012, said: “Throughout the years I have had problems related to Sitting within the Fisher portfolio the whole Silverfish team for their exciting and dynamic brand and we my feet, if you add the way I play and my responsibility on court - I need a of brands, EVOC will be serviced by hard work over the last eight years are confident that our activations and shoe I can trust. Hawk is such a shoe - great cushioning with an equally great an experienced team of Territory to get the brand to where it is now support will enhance their offering, fit that provides excellent support - I can really recommend this shoe.” Account Managers as well as being and we wish them all the best for the enabling the brand to flourish in our Robin Nilsberth, defender Storvreta IBK, IFF World Champion and supported by ZyroFisher’s marketing future. We look forward to working region.” two times Swedish SSL Champion, said: “The rare combo of great forefoot team. The brand’s commercial closely together with ZyroFisher in ZyroFisher is the UK’s leading cushioning combined with stability during my lateral movements plus an activities will be overseen by Senior the bike, outdoor, travel, snow and distributor of parts, accessories excellent grip and feel for the floor makes this shoe my choice” Brand Manager Ed Denwood. photography categories to realise our and clothing to the UK and Irish Salming Hawk features a low to ground profile fuelled with energy, Bernd Stucke, Managing Director, ambitions in the territory.” cycling markets, representing an stability and an impeccable grip. The ExoSkeleton inner cage is connected EVOC, said: “ZyroFisher are ideally Nikki Hawyes, Head of Brands, unparalleled portfolio of world-class to the lacing system and offers excellent support. The HexaGrip outsole positioned to help EVOC fulfil our ZyroFisher, added: “We are delighted brands, focused on providing value featuring the two LMSplus areas allows for stability during multidirectional potential in the UK and Ireland. that EVOC has selected ZyroFisher added service to their brand partners movements. The new midsole Energy Rebound Foam - Recoil ERF - with Our aim is to grow our IBD business as their exclusive distributor and customers. Initial stock will its added offset cushioning heel area (SoftFOAM) provide energy return with further expansion of our EVOC and representative in the United be available from ZyroFisher from and comfort in every step. Program Store (EPS) program. At the same time, we would like to thank Kingdom and Ireland. EVOC are an September 1.

www.sports-insight.co.uk RETAIL 15

LOOKING TO TAPE UP THE MARKETPLACE Mark Plumridge, UK, Ireland & European Sales Manager, talks to us about d3's history and future plans

Can you tell me about retailers required time to understand Can you tell me about Since you launched in should). We concentrate on growing the history of the that this was not just a range launch the different attributes 2010 how has the market distribution and awareness, with company? policy, that we would always act of your tape range? changed? sensible and realistic T&C’s. Our retail It’s a great story! – found at the back with the end user in mind – create Tape and Bandage is actually not It has lowered its prices! Consumers partners become part of the d3 story, end of the GFC by three dads (hence products, concepts and pricing – that a specialist product and dose not your welcome, even if you don’t enjoy the process and get in behind the the name d3) who couldn’t afford was required. require a premium price tag. buy d3. Genuine, innovative, and meaning of the ethos and brand. sports strapping tape for their three Honest, cost effective pricing did So our global concept – lets make honest competition! Finally the sons each playing sport. Tape and leave question marks over quality this fun, funky and affordable - previous suppliers of the UK's sports How important is social bandage were becoming ‘a thing’ at – however, word spread that the people will want more, afford more consumables are not flying around media to you? the time, but sports tape seemed to quality was the same as others if not and actually consume a greater the world in Lear Jets. Get real – or More important than we’ve shown to be solely for either professionals or better – customers extended loyalty, volume. get out of the way – these are the date – but watch this space, we truly the rich and famous. With nothing to the range grew and hence volumes. Due to the value proposition of correct lengths, correct range and believe that with the recreational lose – a concept was born of reverse longer lengths / greater volumes correct and true price and value. public of the UK endorsing the d3 engineering. What would ‘we’ as a What is the science and exciting range of colours that brand, becoming our unofficial brand consumer want/get – what would behind the product? brought flexibility and fashion into a How easy has it been to ambassadors, all SM and messaging ‘we’ want to pay. Not what we can get This is two-fold: consumable product range get d3 into new markets will go through the roof! and make in the deal – the sole core People – lots of science, a changing and countries? focus: the end user wins! marketplace of: But it's not all about tape Once there… the end user wins! And You offer tutorials on Self-monitoring - people started to – you also stock a range therefore all parties in the process do your website on how to What hurdles did you care about how the look, feel and of recovery and first aid as well – easy! use d3 – how popular have to overcome active lifestyles. products. Can you tell have these been? to bring D3 to the Self diagnose - the internet and smart me about them? Why should customers We offer these for a fast track to marketplace? phones – no longer was professional Our Aim – keep people active! If choose d3 over other success - again the consumer is Germans, Americans and advice required – we found the they are, hopefully they will be using tapes? no idiot, so they soon work it out – much every pharmaceutical answers personally. our products, and hence growth. Because the consumer is no idiot! benefits / application and just how to company looking to protect their Self Medication – we do it ourselves The same principles and ethos of – they quickly work out honestly do it. Every tape and bandage we’ve own monopoly. The landscape was – Tape and Bandage no longer above apply. and value – They will only fool provided extra length – to ensure that about to change, the public and requires to be supplied and applied If the consumer requires a themselves for so long. They see what these ‘trails’ are on us. by a trained professional – we just recovery rub – lets make it great and they buy therefore all packaging is started doing it ourselves. amazing value. If it's a First Aid Kit transparent. We offer an innovative What are your plans for The Tape and Bandage: Zero! – what will really work? full range of retail savy Tape and the future? – experts and specialist Tape and The consumer of a d3 product Bandage – not a one trick pony. To continue to deliver all of above Bandage manufacturers make the gets – more. More than expected, and more, and do it all with a big open Tape. We at d3 control the quality more value and extras – be it How do you plan to heart. Being part of a healthier, fitter control and the value proposition either added length of volume and increase d3's market more active marketplace that feels: concept. To ensure that retailers extra products (there are surprize share in the UK? d3unstoppable! have the best sense of confidence packages in the first aid kits) that We go big on anything we do! And we and biggest percentage of success make logical sense. You don’t need a 100 per cent believe in our offering with our products. We are a brand safety pin (they are there also) - you and range. However, we understand – as are all others! – the question need extra self adhesive bandages that the Consumer will decide on is: Who’s offering more, and who for a sprained finger, instant ice what our market share will look like. is less greedy? And who’s having pack to stop the tears and core Some d3 products are upto twice the more fun in the process? So not essential woundcare, that real traditional length and at lower price rocket science! people can use points, so the tape sells itself (as it

www.sports-insight.co.uk 16 Warren Ormerod Dyaco bolsters UK team departs The Pulse Group with new appointments Warren Ormerod leaves The Pulse Group after 12 years. Global fitness manufacturer his nine-year employment. The UK fitness industry. With a busy He was responsible for creating the Dyaco has strengthened its UK team will report to Dyaco UK Sales year of innovative new product Pulse Soccer brand along with the roll- team with the appointment of Director, Andy Loughray. launches, I’m delighted to have an out of nine soccer facilities throughout key personnel to its sales and Meanwhile, Bev Phelan joins experienced team in place to help the UK including seven in partnership customer service teams. Dyaco UK as Customer Service drive our sales and presence. with the FA. With a range of exciting new Coordinator and has over 15 years’ “The reaction to the UFC, Spirit He stepped down from day-to-day products launched this year under industry experience of working Fitness and Johnny G by Spirit involvement in June but will remain in the UFC, Spirit Fitness and Johnny with commercial and retail fitness brands has been fantastic this year the business over the coming months to G by Spirit sub-brands, Dyaco customers. and we’re in a great position with ensure a smooth transition. has added a wealth of industry Andy Loughray, Dyaco UK Sales these plus the recent partnership Soccer and Fitness Operations experience with Dan Hodge, Paul Director, said: “These appointments with gym80, to provide operators Director, Ormerod is one of four senior Warrillow and Adam Rogers joining further show the ambition of Dyaco with class-leading equipment and the directors in the Pulse Group and has the sales team and Bev Phelan UK to become a major player in the highest level of customer service.” been responsible for the Pulse Soccer appointed in customer services. division, along with supporting fitness Dan Hodge joins as Regional operational sites and equipment sales. South Accounts Manager and has Warren Ormerod said: “It's been over 14 years’ fitness industry a huge privilege to have worked with some of the most talented and experience including time at committed people in the leisure industry with a common aim to get more Technogym. He’s joined by Paul people more active; in particular more people playing grassroots football. Warrillow who has been appointed “It goes without saying I will miss my many friends and colleagues as Regional North Accounts at the Pulse Group and all partner companies but wish them continued Manager, previously spending success in continuing to grow and improve the football provision and over ten years at Matrix. Both Dan wider leisure provision.” and Paul come with a wealth of Chris Johnson, Managing Director at The Pulse Group, said: “Warren product knowledge already, have has played a pivotal role in setting the strategic direction of the business more recently worked for the and the delivery of our key outputs. former Dyaco distributor for the “Working alongside myself for over 12 years shows loyalty and UK. Completing the sales team dedication, his commitment to the brand and he has shown copious appointments is Adam Rogers who amounts of passion to develop the football side of the business to joins as UK & International Sales overwhelming success. I would like to wholeheartedly thank Warren for Manager. Adam was most recently his successful work here and wish him the very best for the future with his at Matrix where he progressed to personal endeavours.” L-R DAN HODGE, PAUL WARRILLOW AND ADAM ROGERS Head of Sales – Public Sector during

www.sports-insight.co.uk

18 RETAIL

When you're running don't forget to accessorise Graham Richards, brand director at Ronhill/Hilly/Altra, looks at the rise in accessories for the running market

ust like footwear and apparel, There is a lot more focus on listening training and racing. Back in the accessories for running have to music, or training programmes 70’s/80’s many long distance runners also developed significantly in whilst running these days so there only drank water and it was very rare Jrecent years and there is now a wide are a variety of related products for them to carry water on a long range of different products to cater to carry smartphones and similar run. Even in long distance races and for all of the needs of the runner. devices. marathons, there was rarely a water Companies classify their ranges Heart rate monitors, GPS running station before the ten-mile point! differently e.g footwear, apparel, watches, smart technology, for Dr Ron Hill often tells the accessories, equipment, nutrition, example, have really progressed story when he won the European electronics etc. There are a wide and every aspect of the run can be , in Athens, in 1969, when range of products available for the analysed. Technology, as we know, it was so hot that the tar was melting runner outside the key categories of develops at a rapid pace and it will beneath his feet. He didn’t take a footwear, apparel and socks and I will be interesting to see what the future drink for the whole of the race, and touch on several in this article. We holds. not long before passing the long- classify our product offerings into: Fashion has and continues to time leader, Gasston Rolants, from footwear, apparel, socks, equipment play a big part as well, especially Belgium, he noticed an empty plastic and accessories. in line with the big increase in the cup on the ground and thought that So what accessories are available percentage of women running and Gasston must have been suffering now and how have they developed the ‘athleisure’ trend. Fit, style and and was weak! should be merchandised with new to running) won’t be aware of in recent years? The list is endless co-ordinated colours have also Nowadays, many runners actually related apparel in store or in the shop all of the accessories available and - gloves, hats, nutrition, fuel flasks, developed significantly in recent run with fuel flasks and use gels both window. Hydration products, caps, their relevant benefits, so they need gel carriers, waist belts, heart years and without doubt will play a in training and racing and the science visors, etc, should be in prominent to ‘educate’ the consumer and in turn rate monitors, phone armbands, bigger part going forward. behind hydration and nutrition positions particularly during brands need to ensure that products sunglasses, arm pockets, caps, Perhaps because there are now has developed accordingly. In fact really hot periods, such as we have have sufficient information on their headbands, visors, LED lights, packs, more accessories available and to conclude his story, Ron (Hill) experienced this summer. packaging, as well as carrying out backpacks, bibs, laces, creams, to runners want to carry more things does add that if the products and With such a range of different in-store training or adopting online name but a few. with them on the run, this has knowledge had been available in his accessories available retailers need to training programmes such as Myagi. Some have been available for resulted in the availability of arm, day, could they have helped him to maximise their shelf space efficiently Add on sales are often neglected, years, but are now so much improved waist and wrist packs and carriers to run faster?! too – ensuring a good mix of products but cannot only benefit the runner or developed, whilst others have accommodate all of these items. For retailers accessories are a rather than stocking too many and consumer experience in store, been relatively new developments, As we know apparel these days really important category, but often different brands of the same product but also boost sales and profits, which in line with trends or actual needs has a lot more pockets for the same neglected or the mix is not balanced category. should be a key driver for all retailers! and requirements, or in line with the reason. Years ago, most runners who correctly in store, or moved to ‘Good, better, best’ is always a So, to conclude, I have only significant growth and popularity wanted to carry a door and car key strategic positions at key times of the way to differentiate products, so as touched on a few of the different of running. Indeed I looked at one with them on the run, simply held it year, e.g Christmas. to offer the consumer a range in line accessories available today and website that listed 14 essential in their hand, or shoved it into a small The weather can play a significant with their needs or budget. without doubt there will more and accessories for training for a fairly basic fob pocket in their shorts! part too – when it’s cold and wet, hats Many runners like visiting their new developments in the future. The marathon! A really interesting development and gloves need to be merchandised local running store and will often buy majority are all useful and beneficial Fabric and yarn technologies in recent years, has been the alongside related apparel. Likewise a new accessory or latest gadget. to the runner and consequently offer have made hats and gloves warmer, awareness and use of nutrition and when the nights get darker earlier in Retailers should also remember a lot of opportunity to retailers for quicker drying and more breathable. hydration, both pre, post and during the autumn, reflective accessories that a lot of runners (especially those those essential add on sales.

@SportsInsightUK NEWS 19

Nike Swim jumps on board with Zwift acquires team and The Red Paddle Co Dragon World assets of Milestone Sports Championships As part of a global, two-year partnership with the world’s leading Zwift, the global online inflatable paddle board company, Red Paddle Co, Nike Swim has training platform, has been announced as the headline partner for this year’s Dragon acquired the commercial World Championships in Lake Fuschl, . rights to manufacture and The three-day event, to be held between August 3-September 2 is open distribute footpods previously to everyone from complete novices to experienced Stand Up Paddle Board manufactured under the (SUP) racers and has already seen teams from all over the world sign up Milestone Sports brand. for the challenge. As part of the deal, Zwift have Charlie Green, Head of Marketing at Red Paddle Co, said: “It’s a great secured the core team responsible accolade to be working alongside Nike Swim at a global level to help drive for the design and engineering participation within paddle boarding. By working with Nike Swim, we of the legacy Milestone product will create an incredible international event in Austria to bring their - including ex-Milestone CEO, any treadmill, but they also provide important step for us as we move ‘Escape to Water’ campaign to life while allowing teams to form, practice Jason Kaplan, Chief Technical the outdoor runner with important into the running space. We at and train together on the mighty 22ft, four-person Red Dragon inflatable Officer, Meir Machlin and Tzach metrics such as foot strike, rate of Zwift aim to help more people board. The Dragon World Championships are set to be a true celebration Goren, former VP of Business impact along with run distance and to exercise more often than they of SUP and style!” Development . Zwift intends to start duration. These are not only great may have done before, by bringing Nike Swim’s zero distraction approach to performance-based swim producing new pods imminently for tools that help to refine running more entertainment and social apparel will be put to the test and brought to life at the Championships, its running experience. technique, but also help provide connectivity to the convenience of hosted on the shores of Lake Fuschl, just 20 minutes from Salzburg. Nike Running footpods provide a first runners with important information indoor training. Swim will offer a kit-out service for every participant, giving every paddler entry point into the world of virtual that can improve performance, “We are determined, as much a set of complementary Nike Swim gear including swim shorts and running on Zwift and allow Zwifters reduce injury risk and make sure they as ever before, to continue work t-shirts for guys and swim bottoms and tops for women. to run in any gym, on any treadmill, are in the proper shoe.” with existing footpod and treadmill Charlie Green added: “As the leaders in SUP, Red Paddle Co are anywhere. By simply clipping a Zwift now aims to produce a manufacturers to help us achieve dedicated to creating unrivalled performance throughout our product footpod to their existing running new footpod model, which will this goal by providing customers range to make the experience of getting on and in the water easier than shoes, runners can communicate be more 'Zwift-centric', focused the best possible experiences to suit ever before - a philosophy speed and cadence to the Zwift on improving the indoor running their individual training needs.” reflected by the team at platform powering their avatar experience. The new Zwift Milestonepods are now back in Nike Swim. The Dragon through a rich virtual environment. footpod will be a refined version production and being shipped to World Championships is Jason Kaplan, now Director of the legacy MilestonePod, with distribution channels. the ultimate example of of Enabling Products & Business enhanced technology and a more Zwift officially launched running this, we want to celebrate Development at Zwift, said: responsive feel for both indoor and on Zwift in February 2018 as a free this incredible sport and “Footpods though, are not only a great outdoor experience. access product. To date, Zwifters encourage even more people asset to runners indoors. Not only do Eric Min, Zwift Co-Founder have completed over 125,000 runs, to escape to water!” they provide connectivity to Zwift on and CEO, said: “This is an logging in excess of 560,000 miles.

www.sports-insight.co.uk 20

sportsThe place to source all yourhub products and services

: www.sports-insight.co.uk Sports Insight @SportsInsightUK @SportsInsightHub

Camelbak SAFEJAWZ Boobuddy Compression Nano Vest Extro Series Breast Support Ankle Sleeve Weighing in at just 150g, CamelBak’s Nano SAFEJAWZ, at just a few years old as Boobuddy is a new wearable band for This sleeve features 3D Geo Ribbing Vest makes light work of long distance. a company, is a brand that has become women who want additional support, for optimal ankle support. The seamless Designed for both serious trail runners and synonymous with sports protection draped comfort and confidence during sports and sleeve is incredibly lightweight and has a everyday minimalists, the Nano Vest carries in personality. They allow athletes to activities, particularly high-impact. The flat bottom cuff so that it can be worn during essential cargo along with two 500ml Quick showcase their personality in their sport, Boobuddy helps prevent excessive breast activity without discomfort. Perfect to wear Stow soft bottles. Available in multiple sizes and bring out that #confidencewithin. movement by adding more compression for recovery as well. Targeted support with for a perfect fit, the vest is constructed around to the top of the chest therefore reducing comfort and mobility. CamelBak’s exclusive superlight 3D mesh. vertical and lateral movement. Asset protection for active women.

0116 234 4611 01922 453337 0779 329 2758 01789 294442 [email protected] [email protected] [email protected] [email protected] burton-mccall.co.uk/brand/camelbak www.safejawz.com www.theboobuddy.com www.dmp.uk.com

Sorbothane Digitalize Reusch Prisma High Performance Double Strike Your Sales Pro R3 Swimming Goggles Sorbothane’s best-selling Double Strike is aWorkbook is a multi-platform digital The Prisma Pro R3 features the newly Aqua Sphere’s award-winning Kayenne back and it means business! catalogue and order taking app used by developed R3 – Mega Solid palm specially goggles with polarised lenses are a firm Designed for activities such as rugby, brands and distributors to digitalize their developed for artificial and hard surfaces. favourite with outdoor swimmers and netball and hiking which subject the sales process and deliver winning product In a striking new black/red colourway, the triathletes in bright or semi-bright forefoot and heel to the most impact shock. presentations to customers. Save time, Pro version also includes an additional conditions. Their expanded 180 degree New features include Coolmax and an eliminate errors and maximise sales with Duraguard patch. Other gloves in the range vision gives a superb panoramic window antibacterial top sheet to keep feet cool and aWorkbook. Visit their website to see it in also offer the R3 palm giving the perfect with reduced risk of glare from the sun dry during these high intensity activities. action and to request a demo. combination of durability and grip. and Aqua Sphere’s no-pinch seal is simply Stock Sorbothane now. renowned for its long-lasting comfort.

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@SportsInsightUK 21 sports insight selects Topo Athletic Hydroventure Hydroventure is the lightest waterproof trail shoe on the market today. A single-layer eVent waterproof membrane combines with a breathable upper mesh and lining for a lightweight, supple feel not often found in waterproof shoes. The EVA midsole and full-length flexible rock plate protect against stone bruising, while delivering a smooth, responsive ride. A full-length lug rubber outsole combines multidirectional traction with mud/snow release design features. [email protected]

White Noise Keep fresh on the Winmau Pro-Line X17 School Trainers The NEW Optimum X17 School Trainers Collection long run Dart Shirt feature an air mesh tongue for improved Running is one of the best ways to clear your HILLY has a range of socks to keep feet fresh Ultra-Modern Dart Shirt with innovative breathability and comfort, easy fastening mind and activate all the senses, like a warm during marathon season. Ideal for training temperature and moisture management hook and loop straps and made from high- bath for the brain. It’s in honour of running's and for race day itself, the Marathon Fresh materials. quality material. They have a synthetic outer meditative effects that Saucony bring you range of socks can handle it. Available in material, mesh inner material and a flat type the White Noise Collection. Socklet, Anklet and Compression lengths, heel. Available in black and white and sizes the Marathon Fresh socks are treated with Infant 10 to Snr 11. Polygiene anti-odour, which keeps working through every mile.

0800 206 1491 0161 366 5020 01656 767042 01942497707 [email protected] [email protected] [email protected] [email protected] www.saucony.com www.hillysocks.com www.winmau.com www.optimumsport.com

Bio-Logix Knee Brace Manchester City FC X-Pand Swift Zoo Sport The McDavid Bio-Logix knee brace has been Show your support for the 2017-2018 New for autumn/winter, Gola introduces engineered to create a semi-rigid lightweight and Premier League Champions. TFS has a X-Pand Swift to their running collection. Primal range The new Zoo Sport Primal range, in navy and highly-supportive brace. Provides pain relief and huge range of over 300 Manchester City This revolutionary style features a one piece black, features a stylish range of polos, tees, support for various moderate knee instabilities FC products from Homeware to Jewellery laser cut knit water repellent upper, as well hoodies, shorts and track pants. Featuring dry and conditions. Features innovative Sleeve-Lock including this stylish Executive Travel Mug. as pressure foaming technology utilised on fit breathable-fabric with a unique gel Fit System compression sleeve that wraps over X-Pand Swift to create a high resilience midsole silicon logo. brace exterior/straps adding support and fit. to provide superior cushioning properties. ISPO innovation winner.

01582 670100 01969 625300 01706 212512 0113 253 0491 [email protected] [email protected] [email protected] www.zoo-sport.co.uk www.mcdavid.eu www.footballsouvenirs.net www.gola.co.uk [email protected]

www.sports-insight.co.uk 22

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Active extreme 2.0 BAMA Sneaker Precision Training Mitre Teamwear The world's most advanced baselayer once again ups the ante. Engineered to make Care Range Target Shot Range A range of four products providing Available in both 12 x 6 and 24 x 8, the The brand new Mitre teamwear range, with athletes lighter, faster and better, Active complete care for sports footwear: 1 Precision Training Goal Target Shot is now their new heritage design, has been engineered Extreme 2.0 from Craft Sportswear takes Sneaker Clean – strong detergent for available to purchase from Reydon Sports with ProFlow fabric, offering superior performance baselayer to a whole new level. cleaning uppers and bumpers; 2 Sneaker PLC. Excellent tool for perfecting shooting breathability, ultimate comfort and unbeatable Care – foam conditioner to nourish suede skills and an overall essential for any striker. durability. The designs all come in various and fabric; 3 Sneaker Protect – spray to Easily assembled with adjustable straps on top colours, perfect for schools and sports teams protect shoes from rain and stains.; 4 & sides to modify shooting spaces. Made from for training and match days. Available at Sneaker Fresh – burst of spray kills smells durable, heave-duty mesh and nylon fabric. Cartasport now. and freshens shoes.

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Mac in a Sac Edition Gel Max Power Ceramicool by Odlo Personalising Blur the lines between style and packable Get ready for back to school with the During 2017, Odlo launched the Ceramicool performance with the new MIAS Edition. world’s number one mouthguard brand. range, which has been specifically designed to clothing Personalising outdoor wear and workwear Waterproof, breathable (7,000mm / 7,000gsm) The new Gel Max Power is available now keep you cool during your sports activities. It with Brother Embroidery Machines. and loaded with YKK water repellent zips, and has taken everything great about the is a totally new active cooling technology and Providing customisation services allows you to fully taped seams and concealed hood the Gel Max and made it even better. Improved tests have shown that Ceramicool actively generate additional income for your business Edition offers weather protection and design, added comfort, better moulding and cools the skin to one degree Celsius using from local businesses and outdoor hobbyists. lightweight packability. Offered to retail with fit. RRP £21.99. Also in TransBlue. Ceramic particles in the yarn. The Brother PR1050X and the PR670E are attractive mark-ups and POS display stand. ideal for adding logos and names to shirts, tops, Become a stockist today. Style meets packable jumpers, jackets, bags and more. performance.

028 9079 0588 01582 670100 07581741799 0161 235 0344 [email protected] [email protected] [email protected] www.brothersewing.co.uk www.macinasac.com www.shockdoctor.co.uk Odlo.com

@SportsInsightUK 23 sports insight selects Vorgee Destroyer Silver Mirrored Lens Inspired by the Missile – The combined features of fixed, deep, cushioned seals, and a racing profile mean the Destroyer is the ideal goggle for racing and training. They feature ultra light, low profile, silver mirror lens; fixed, deep silicone eye seals for added comfort; silicone competition headstraps; anti-fog coating for enhanced visual clarity; four interchangeable nose bridges and UV protection. www.mailsports.co.uk

arena ASICS GEL- Represent ATAK The One goggle CUMULUS 20 something different Grip Socks Now in stock the arena ONE goggle, One Designed to accommodate every foot Blaze Wear's superb range of Heated Clothing The simple concept which is revolutionising fit for all. Its one-piece construction strike with its increased landing surface, and Sports Heat Therapy products deliver the sporting world, ATAK grip socks feature employs a new seal design that ensures the ASICS GEL-CUMULUS 20 is the heat where and when it's needed. The Sports a grid of grippy material which is designed to a comfortable, watertight fit for all reliable mainstay in ASICS’ Neutral range. Heat Therapy range offers targeted, deep keep the foot locked firmly in place to avoid facial structures. With hard lenses, self- The latest generation is an even lighter, penetrating, soothing heat that eases pain and slipping and sliding when making quick and adjusting nose bridge and split strap this more relaxed interpretation offering provides relief for conditions ranging from sudden movements which also helps to goggle really is perfect for all. improved ground feel. Technology specs sports injuries to muscle strain. All stock is reduce blistering. include a new FlyteFoam combination available in the UK. 'Feel the Heat' and a revamped last with a wider toe box.

01539 622322 01925 241041 0845 475 7510 (+353) 93 22400 [email protected] [email protected] [email protected] [email protected] www.solosports.co.uk www.asics.co.uk www.blazewear.com www.Atak.ie

Comfyballs Loop King Laces Infiniti Training Ball Double Gel Watch out for the latest fashion in trainer The Samba Infiniti Training Ball, perfect for Superlight laces – Loop King Laces. use on grass and artificial surfaces, features Mouthguards Comfyballs' latest development the d3’s entire mouth guard range are tested Genuine leather laces with fashionable gold a TPU film outer layer, 3.50 mm EVA Foam Performance Superlight, as it says on the and proven high quality products that are aiglets in seven strong colours: Black, White, lining and an HR Winding bladder. A ball that package, are superlight. Weighing in at 52 simply essential for contact sports like Red, Grey, Navy Blue, Royal Blue and Gold will stand the test of time, available and in grams (based on size Medium). Designed MMA, boxing, rugby, hockey, American (as shown). Now available from Vibram stock now. for race/extreme sporting activities to football, AFL even netball and basketball. distributor Charles Birch Ltd. Fashion, training hard at the gym, the range boasts The Range consists of seven colours in performance, leather, gold aiglets. quick drying mesh fabrics with strong junior and senior - great value with a breathability and wicking capabilities. RRP £7.99.

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www.sports-insight.co.uk 3634MULTI-TOOL MAKER LAUNCHES LEATHERMAN GRANT PROGRAM

In 1983, after eight years of perseverance, Tim Leatherman created the world’s first multi-tool, and it became an icon. Over the last 35 years, Leatherman multi-tools have prepared people around the world to tackle challenges, and in some cases have even saved lives. Now, the creator of the original multi-tool wants to inspire and support the next generation of doers who may someday save the day and change the world. Leatherman is launching the Leatherman Grant Program. This inaugural program will donate $100,000 to support non-profit organizations that aim to inspire, prepare, and develop the next generation of problem solvers. The goal is to unleash the potential and fund the efforts of pioneering non- for-profit organizations who are solving problems to make OutDoor by ISPO: the world a better place, just like Tim Leatherman did 35 years ago. Tim Leatherman, co-founder Beginning of a new and chairman of the board, said: “It took eight long years and lots of perseverance to OutDoor era create a multi-tool I liked and finally, that the market With the OutDoor by ISPO Launch Conference, the outdoor liked too. industry has entered a new period. “We created this grant Two hundred and fifty brands, retailers, and media representatives program to provide funds for came to Munich to experience the presentation of the new concept. Many fresh innovative ideas that interested parties followed the event via a livestream, which can now be have the potential to make a seen on demand online. big impact. We hope we can It marked the official start of the relocation of the “OutDoor” brand enable someone to make their from Friedrichshafen to Munich. The trade fair will be held under the mark and make a difference.” new brand name OutDoor by ISPO for the first time at Messe München Grant applications will be from June 30 to July 3, 2019. accepted until August 31, 2018. Mark Held, General Secretary of the European Outdoor Group, said: All 501(c)3 organizations or the “OutDoor by ISPO is the international platform for the outdoor industry global equivalent are eligible to that creates content, fosters relationships, inspires enthusiasm for apply for funding ranging from outdoor topics, and creates new opportunities. And not just on the four $5,000 to $15,000. days of the fair, but 365 days a year.” A team of Leatherman Markus Hefter, Exhibition Director of OutDoor by ISPO, added: “The Cotswold Outdoor employees including Tim new concept addresses current requirements and offers added value for Leatherman will choose 10 to all market participants: start-ups, medium-sized companies, and global brands.” opens 80th store 15 grantees. Grantees will be announced in October 2018. Established outdoor topics such as mountaineering or form the core of the annual trade fair. There are also sectors that have long Cotswold Outdoor's latest welcomed into store by a team of been considered outdoor by today’s consumers, including urban outdoor, store, joint with Runners staff that includes experienced yoga, wellbeing, (trail) running and . Need, has joined the retail hikers, climbers, runners, Other segments represented include destination and adventure travel, line-up at Highcross shopping campers and adventurers. and water sports, and outdoor digital with wearables. There centre, making a debut for Inside Cotswold Outdoor’s is also an area for textile innovations and start ups. Registration for both brands in Leicester. 80th store, shoppers will be exhibitors for OutDoor by ISPO 2019 is already available online. Elaine Wrigley, Retail Director, able to browse and purchase an While the fair will only be open to trade visitors, end consumers are Outdoor & Cycle Concepts Ltd, unrivalled range of leading brands welcome at the Munich OutDays which take place simultaneously. said: “We are delighted to be including The North Face, Rab, Numerous events are planned over the course of the trade fair—a concept opening a store in Leicester. Jack Wolfskin and Salomon. An that has been warmly welcomed and supported by Munich-based retailers. Customers can look forward to extended range of items will also Using digital products, OutDoor by ISPO now offers market expert service and the very best be available to purchase online participants the opportunity to present themselves to the world 365 selection of outdoor clothing (www.cotswoldoutdoor.com) and days a year, seven days a week. This is what “by ISPO” is all about: an and equipment alongside our collect in store via click + collect. established, year-round ecosystem of cross-media and digital ISPO extensive range of run footwear The Runners Need ‘shop- products, in which the entire outdoor industry can get involved. Through and clothing.” in-shop’ will provide the latest these services, the platform provides customers with year-round access Outdoor & Cycle Concepts products from world-leading to the industry and, most importantly, to consumers around the world via Ltd’s first store in Leicester is a running brands such as Nike, the digital channels. 7,886 sq ft unit, situated in the Adidas and Ronhill, expert advice The strategy of OutDoor by ISPO opens up new horizons to seize more centre’s East Mall, alongside and free gait analysis - part of a opportunities. This includes building new relationships between brands, other leading retailers including comprehensive in-store fitting retailers, consumers, and representatives from other industries (cross- Waterstones, Urban Outfitters service. industry), becoming tought leader for an original outdoor movement, and Smiggle. Runners Need is Cotswold Outdoor Leicester creating experiences for all target groups, and discovering growth incorporated into the space with will be open seven days at Unit potential in other areas. More information and details about the concept an area designated to the brand 4-5, Highcross Leicester, 5 Shires are available online at www.ispo.com/outdoor within the store. Shoppers will be Lane, Leicester, LE1 4AN.

@SportsInsightUK 25

outdoor: www.sports-insight.co.uk Sports Insight @Outdoorinsightuk hub @SportsInsightHub The place to source all your products and services

ENO Fuse Tandem CamelBak Eddy + Bridgedale StormSock The new Eddy + is CamelBak’s new premium water Bridgedale StormSock combines a Merino FusionTech Hammock System bottle with excellent durability and a lifetime warranty. ENO makes hammocking even better with Fuse. This liner sock and durable nylon outer sock with HydroTech The new cap offers a faster flow rate for easy drinking system lets you set up two hammocks using only two waterproof, windproof and breathable membrane for and is fully dishwasher safe for easy cleaning. The new anchor points. Simply attach the Fuse to each hammock the best foot comfort and protection in wet weather. bottle is vacuum insulated to keep your water icy cold, using the rope between the hammock and carabiner. Boasting a lifetime guarantee you can trust Bridgedale even on muggy and humid days. Available Autumn 2018. Fuse is made from durable anodized DAC aluminium StormSock will perform to the highest level. alloy and only weighs 9.8 ounces. This is the perfect 0116 234 4611 0116 234 4611 accessory for friends, couples, or families who want to [email protected] [email protected] hammock together without sacrificing comfort. burton-mccall.co.uk www.bridgedale.com 0116 234 4611 [email protected] burton-mccall.co.uk

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www.sports-insight.co.uk@SportsInsightUK 26

Jubilee edition show at Lake Constance once again a success OutDoor 2018 has been hailed delighted. As a result, we have the high level of interest in our products for this annual get together at Lake For the first time ever, in addition a success as it attracted 30,000 highest hopes for next year.” and enthusiasm for outdoor sports. Constance.” to professional exchanges within the visitors. Roland Tyson, founder and Once again, OutDoor has put on On the Saturday evening, Messe halls, there was a parallel programme The 25th anniversary of the managing director of Australian a great show to inspire the entire Friedrichshafen invited retail, of events and outdoor activities for trade show, in Friedrichshafen, saw manufacturer Sea to Summit, said: industry. Everyone through industry and media partners aboard end users under the motto "OutDoor visitors make their way from 88 "The OutDoor show is the most these halls is delighted to be a part the Sonnenkönigin cruise ship to for all”. From microadventure, to countries around the world to attend important event for us. This year of it.” celebrate 25 successful years. During gear testing, talks and movie nights at Lake Constance. again, we have flown in a team of 13 Head of OutDoor, Stefan Reisinger the show, outdoor professionals at the Midsummer Festival on Lake Klaus Wellmann, CEO Messe people from and we are was very pleased with the highly from around the world witnessed Constance to the German National Friedrichshafen, said: "With exhibiting all our brand-new product successful launch of the ‘Retail the capacity for innovation that Championships, visitors the concept for this fair, we are samples. It’s worth the long journey, First’ initiative focused on the exists within the industry. Two were treated to a genuine outdoor continuing our tradition of showing because we know that we can count needs of the international retail hundred international product atmosphere. what the industry needs - in the on visitor numbers, on the-line trade: “Our new approach has premières, 950 exhibitors from 40 Over 10,000 nature and outdoor past, in the present and in the future. up and above all on the fantastic widespread approval. Visitor quality countries, 247 award entries and 137 fans took part in these new activities The weather was glorious and atmosphere here at Lake Constance. is exceptional and there is continued talks and presentations formed the and over 20,000 trade visitors both exhibitors and visitors were “We are seriously impressed by the growing appreciation from retailers foundations for a successful event. registered at the showground. Columbia and National Parks enter five-year deal

Columbia Sportswear and most challenging weather in the Jacquie Burgess, chair the UK’s National Parks world. of National Parks UK said: have entered into a five-year Andy Barker, General Manager “Columbia Sportswear is showing partnership, making Columbia UK & IR Columbia Sportswear, a strong commitment to the the official outfitter of the said: “At Columbia, our mission UK’s National Parks with this National Parks’ rangers and is to help people enjoy the partnership. Providing clothing staff – the people who protect outdoors longer. That’s why we for more than 2,000 staff is a and promote some of Britain’s consider it our responsibility to very significant contribution, best-loved landscapes. be conscientious stewards of our supporting the very heart of our Columbia has committed shared environment. Becoming work. Columbia will take a leading to outfitting upwards of 2,000 a partner of the UK’s National role in helping to increase public National Park staff for five years, Parks is an unrivalled opportunity understanding of our wonderful including 300 rangers, providing to highlight the amazing work National Parks by sharing the high quality clothing that’s ‘tested conducted by rangers and staff.” stories of our people and our Parks tough’ and designed to keep them Containing some of Britain’s over the coming five years.” warm, dry, cool and protected in most important and beautiful Columbia will outfit National Britain’s toughest conditions. landscapes, the UK’s 15 National Park rangers and staff with several Rangers and staff are entrusted Parks (ten in England, three in performance pieces, including the to conserve and enhance the Wales and two in Scotland) are OutDry Extreme ECO Jacket. natural beauty, wildlife and free to visit and host over 100 The ultimate sustainable cultural heritage of the National million visitors each year. waterproof breathable solution for Parks for all who visit. In addition to outfitting rangers extreme conditions, the OutDry Their efforts range from and staff and obtaining their Extreme Jacket is sustainably rebuilding mountain paths to valuable feedback on the gear, manufactured without PFCs repairing river moorings, and from Columbia will work alongside (Perflourinated compounds). leading guided walks to educating the National Parks on new The jacket’s design represents school children and community initiatives to deepen the public’s a sea-change in the development groups about the great outdoors. understanding of their National of performance rainwear, And they undertake much of Parks and encourage more people and signifies an important this work in some of the wettest, to enjoy the outdoors. environmental advance.

@SportsInsightUK OUTDOOR INSIGHT OTS 2018 is a resounding success The Outdoor Trade Show (OTS) from 2017, but what was more Mountain Sports as well as from outdoor industry in 2019. 2018 closed its doors on its noticeable was the overall 30 per cent the multiples, including JD Sports, “As OutDoor moves to the new 13th year on a high, receiving increase on repeat visitors on the Outdoor and Cycle Concepts, Ellis dates in Munich, OTS will follow on excellent feedback from Wednesday and Thursday, indicating Brigham, Decathlon, Go Outdoors a week later, giving exhibitors time exhibitors and visitors alike. that more buyers chose to stay at the and independent outdoor stores such to move stands and samples from Taking place at EventCity, show for longer to accommodate the as John Attwooll and Co, Taunton Europe and immediately follow up Manchester, for the first time, the increased number of 118 exhibitors Leisure, Winfields, Trekitt and 53 with presentations to their largest new location was also praised by all. at the show. Degrees North. UK customers for second viewings Over the three days, 950 trade For the first time at the show there Simon Clark, Owner of Taunton and to show the independents visitors attended the show, were retail buyers from Tiso, Gaynor Leisure said: “I thought the show and what was at OutDoor. We will be representing a 7.5 per cent increase Sports, George Fisher and Craigdon the venue was very good and for us introducing new areas for trail this helps us maximise our time to running and climbing, a bouldering PARALYMPIAN, do business with key brands and a wall, speakers, more events, more valuable insight to other brands that space, more opportunities.” DAVID LEGA TO we may not currently work with. All Highlights from the show included SPEAK AT EOS in all a good effort and I hope that the world-renowned British Army both the outdoor trade and retailers parachute team, the Red Devils, who 2018 alike will support a single show going delivered an incredible display and The European Outdoor forward. Up to now I have found it parachute jump on the first day of the Group (EOG) has secured the frustrating the amount of satellite show, the display of over 90 products Deputy Mayor of Gothenburg, shows around the country and I at the UK Outdoor Industry Awards David Lega, to speak at this sincerely hope that going forward 2019 area and the OTS Party on the year’s European Outdoor everyone can unite behind one show.” Wednesday, which welcomed over Summit. Show organiser Marta Williams, 250 exhibitors and visitors with Paralympian David Lega from MCS, said: “The move to music, food, drink and games for all. was born with AMC, which Manchester was daunting following First time exhibitor, Jonathan meant he was paralysed in 12 years at Stoneleigh Park, but we Petty, Marketing Director of Osprey, both arms and lacked muscles could not be happier with the venue said: “The Outdoor Trade Show in his legs. Inspired by the and the team, nothing was too much was a great success for Osprey. We 1986 World Championships trouble, it definitely was the right were able to showcase our new and in Disabled Swimming in decision. existing product lines to current Gothenburg, David started his “The positive atmosphere was and prospective customers in an swimming training when he experienced in the hall from the environment filled with passionate was just 12. build-up days and only got better industry leaders.” During his sporting career UK Outdoor Industry Awards 2019 during the three days of the show. A follow up survey will be David has won numerous Finalists announced at OTS 2018 Feedback has been excellent, not only distributed to exhibitors and gold and silver European due to the increase in visitor numbers visitors to gain further feedback, Championship and World The finalists for the 2019 UK CLIMBING but the quality of these who attended. and opinions for next year’s show, Championship medals and set Outdoor Industry Awards were • Edelrid Swift Eco Dry We look forward to an even bigger which will once again offer a fantastic two world records at the 1996 announced in a presentation at • Petzl Meteor and better event for 2019.” opportunity for retailers to see a wide Atlanta Paralympics, which the Outdoor Trade Show (OTS) Andrew Denton, CEO Outdoor variety of outdoor brands presenting earned him the ’Triumph of Party. CLOTHING Industries Association (OIA), said: clothing, footwear and accessory the Human Spirit’ award. All 90 products entered were on • Exotogg “OTS 2018 delivered with a great mix products. David is also a renowned display at OTS 2018 giving the trade • Black Diamond Deploy Wind Shell of brands and quality visitors and the Further information is available speaker who focuses on an opportunity to see and vote for • Rab Kinetic Alpine Pants OIA is proud to be part of it. We are at www.outdoortradeshow.com personal development, their favourite outdoor products • Jack Wolfskin Kanuka Ridge already planning and looking forward including a downloadable visitors’ positive thinking, which are brand new to the outdoor Jacket to next year. OTS will welcome even guide. entrepreneurship and market. more key brands for 2019 - now is the The Outdoor Trade Show (OTS) leadership. Titled: ‘Love, The prestigious 2019 judging DIGITAL PRODUCT time to pull together, to save carbon, have announced that the 2019 Support, Demand and panel includes retailers; Steven • Ordnance Survey OS Maps time, money and resource, let's make show will go ahead at EventCity, Encouragement – The Four Reynolds, (International Manager, • Garmin InReach Mini OTS the central focus of the UK Manchester, from July 9 to July 11. Factors of Success’, David will Bergfreunde), Jamie Shepherd speak about how we can push (General Manager, Gaynor FAMILY our boundaries. Sports), Daniel O'Keefe (Buying & • Deuter Kid Comfort Active SL His main thesis is that Merchandising Director, Outdoor • Ordnance Survey OS Picnic all people can develop and & Cycle Concepts) and Paul Casey Blanket achieve more than they (Managing Director, Hooked On thought possible, according Granite Ltd. T/A Joe Brown Shops FOOTWEAR to ones own abilities. and The Climbers Shop), as well • Altra Lone Peak 4.0 RSM Motivation, inspiration and as Chris Townsend (Gear Tester, • Skinners entrepreneurship mixed with TGO), Rob Ganley (Editor, The • Dolomite Veloce GTX humour and happiness in an Camping & Caravanning Club), Will interactive dialogue with the Renwick (Editor, Outdoors Magic) SLEEPING audience. from the media. • Therm-a-Rest NeoAir Uberlite DAC join Also Anne Gillespie, The panel selected the finalists • ENO Fuse Tandem Hammock Director of Industry below: System European Outdoor Group Integrity for global non- • Vango Nitestar Alpha The South Korean company serious, you can see in the other profit organization Textile ACCESSORIES Dongah Aluminum Co. has joined measures. We founded DAC Europe Exchange, will present: TENTS • HydraPack Velocity IT 1.5L the European Outdoor Group. with Andrew Shand at the top and Digital Technology - • Thermacell Halo Mini • Lightwave S22 Sigma The company was recognized we are exhibiting for the first time at Risk Management & • Pyramid Lyme Disease Test Kit • Terra Nova Laser Compact 2 last month as a full member of the the OutDoor fair in Friedrichhafen.” Opportunities. • GP Batteries ChargeAnyway • Vango Vienna AirAwning branch committee of the industry Mark Held, General Secretary As the world is starting association. DAC is the market of the EOG, said: "Over the last 30 to ask businesses to take BACKPACKS The finalist products will next be leader in high-quality tent poles years, DAC has built a fabulous responsibility for the • Exped Whiteout 30 displayed within a dedicated area and accessories and intends to play reputation and created a true products they source, • Ortlieb Atrack 25 to over 90,000 consumer visitors an active role in the development milestone with its innovative tent companies need information • Eagle Creek Migrate Duffel at the Caravan, Camping and of the outdoor market in Europe in pole technology. By joining the and a means to take action: • Lowe Alpine Altus 42 Motorhome Show in February the future and to better support its EOG, DAC will become part of visibility into their supply (19th - 24th) 2019, allowing the European partners. the ever-growing list of leading chains, transparency into CAMPING EQUIPMENT general public to vote for their Jake Lah, founder and driving outdoor brands. This is how DAC's the impacts, tools to capture • Boondock Trailers Solar Shower favourites in person, as well as force of the brand, says: "It's the right eco-friendly anodising process data and measure effect and • Hydra-Light Supercell Lantern and online. time for DAC to get more involved fits in perfectly with our idea of change, and collaboration to Charger For further information, please in Europe. The membership in the sustainability.We look forward to link the efforts of the many • Soto Thermostack Combo Cookset visit www.theoia.co.uk/awards. EOG is a logical step. That we are many joint projects.” players together.

www.sports-insight.co.uk JONATHAN PETTY PROMOTED TO MARKETING DIRECTOR

Osprey Europe has recognised the energy and hard work of Jonathan Petty with a promotion to Marketing Director. Jonathan (pictured) has utilised a wealth of brand marketing, commercial and eCommerce experience to Fredrik Steinwall new shape the Osprey Europe marketing team into an industry leader in brand CEO for RECCO AB communication. rescue organizations globally. new helicopter attached detector detectors to be used on/from Jonathan Petty said: “I Fredrik Steinwall has been Magnus Granhed, Founder of is based on the same proprietary drones. am delighted to be offered appointed as CEO for RECCO AB. He has lately played an active RECCO AB, said: “Fredrik has a solid technology as the detectors used Fredrik Steinwall said: “It’s a the position of Marketing part in the roll out of RECCO’s background in and outdoor in avalanche rescue, but has great privilege and very exciting Director at Osprey Europe. new helicopter attached detector, activities. And on top of that, a great significantly greater range, which to be part of the RECCO team this Our brand continues to go intended for search and rescue of understanding of sport business allows fast searches over large areas time when we are expanding the from strength to strength all outdoor activities year-round. needed to lead RECCO AB into the of wilderness. market from avalanche rescue in all EU markets due Steinwall succeeds Johan Sauer who future.” The use of drones in search only. By providing our system for to our focus on building has decided to leave the company Fredrik Steinwall takes over the and rescue is another application finding lost people year-round relationships with our after almost seven years. leadership at a very exciting time. RECCO AB is investing significant huge opportunities for RECCO AB retailers, whilst always Fredrik Steinwall was recruited The avalanche network is bigger resources in. The company is as a company open up. The global keeping the consumer at to RECCO AB a year ago, with more than ever and the company is in the presently involved in two research market for outdoor activities is the heart of our marketing than ten years experience as coach middle of rolling out its year-round and development projects in growing fast and by that the need communication.” for the Swedish Alpine Team. search and rescue application in collaboration with the universities among outdoor practitioners to be Rob Wylie, Managing But his history with the company Europe and during the coming year in Bologna, , (European Union searchable to professional rescuers Director of Osprey Europe, goes even further back in time, in North America. By doing this, the founded project) and in Linköping, when something goes wrong. We do said: “In just over one when he worked as responsible to company is broadening its renowned (Vinnova founded project). this expansion in collaboration with year as Head of Marketing build new and strengthen existing global search and rescue system from The purpose with both projects both rescue organizations and a large Jonathan has made a big partnerships with ski resorts and avalanche and crevasse rescue. The is to develop RECCO rescue number of sport brands.” impact at Osprey in terms of his organisation and management of all marketing functions. “This promotion is Sun shines on dynamic UK Triathlon Industry recognition and testament to As this year’s endurance sport numbers heading overseas to race sporting experiences (40 per cent likely to be female – and female all his hard work and also his summer race season gets fully single sport events or to train, a share for Strava vs 38 per cent for triathletes more likely to take part contribution to other areas up to speed, the UK triathlon notable 37 per cent gave as Facebook). in a training camp. of the business where he has industry is primed for growth. their destination country. This • In addition to swim/bike/run • The Triathlon Industry definitely put all his past Latest figures from the sixth underlines the value of prolonged events, triathletes are highly active Association (TIA) comprises experience to good use. I look annual research study of Britain’s sunshine to the UK triathlon in single sport racing – with an event organisers, equipment forward to working with him multi-sport community by the industry.” average of 12 other endurance manufacturers, tour operators, in his new role and seeing Triathlon Industry Association She added: “This sixth annual sport events, from run to swim to retailers, distributors and media. our marketing efforts grow, (TIA) points to an industry valued TIA study of UK multi-sport cycle, undertaken in 2017. refine and develop over the at a sizeable £472 million in athletes’ participation and spend is • Including a variety of online The full 124-page report was coming seasons.” 2017 – with 2018 shaping up as a hugely important. It provides TIA retailers, and consumers produced by independent firm promising year. member companies with a detailed purchasing direct from brands’ Multisport Research. It is available The study, which comprised understanding of our community, own websites, 69 per cent of free to all full members of TIA. an in-depth survey of 5,339 and the trends affecting them. This triathlon-related expenditure was Full membership costs £350 + triathletes alongside multiple gives us the confidence to make online in 2017. VAT per year. All membership trade interviews, found that the informed commercial decisions." • The male-female ratio of survey enquiries should be directed UK’s growing population of up Notable tri-related growth respondents stood at 69 : 31, with to David Townsend (info@ to 160,000 triathletes, plus five categories in 2017 include bikes new starter triathletes more triathlonindustryassociation.org). per cent on 2016, are spending an (plus ten per cent); wetsuits (plus average of £2,950 per year on the four per cent); frames, wheels sport. and accessories (plus two per In addition to bike purchases – cent); and sports nutrition (plus Osprey Europe Ltd gains high events, travel and accommodation two per cent). Other areas, from profile company recognition award are key areas, closely followed apparel to shoes and event travel by coaching, training and camps. and accommodation, were more Osprey Europe has been recognised in two The event-and training-related subdued by price competition and separate company awards for the second categories combined claim a slower product replacement rates. year running. significant 28 per cent share of In May 2018, Osprey was listed again in the triathletes’ spending in 2017. The TIA research found that: ‘London Stock Exchange 1000 Companies to The importance of the sunshine • 16 per cent of triathletes inspire Britain’ report. should not be underestimated. participated in a training camp or Hot on the heels of this award, the company UK triathletes travelled to 56 training holiday in 2017. featured 136th (eight places higher than 2017) countries to race and/or train in • There is a growing importance in the annual Sunday Times HSBC International Track 200. 2017. As in previous years, Spain is of online training. Driven by Rob Wylie, Managing Director said: “It’s extremely satisfying for the a clear winner as the number one platforms such as Zwift, among company to be recognised again in 2018 for both of these prestigious awards. destination. others, 14 per cent of survey It is without a doubt a great testament to the huge contribution everyone at Mel Berry, TIA Chair, said: respondents have some form of Osprey Europe makes each day. It also demonstrates how important and “Of the 17 per cent of survey online training subscription. significant our business is outside of the UK.” respondents who travelled • Strava edged ahead of Facebook For more information regarding Sunday Times HSBC International overseas to race in a triathlon as the preferred site for triathletes Track 200, please see: http://www.fasttrack.co.uk/league-tables/ in 2017, and the additional to regularly share their own international-track-200/league-table/

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FACE TO FACE WITH A DIGITAL FUTURE Mike Seaman, Managing Director of Raccoon Events, explains why live events are essential despite the online boom

bout seven years ago I was My view is that it is because people working for the second value a face-to-face engagement If you are in the running largest exhibition organiser and they are using the different industry, here are some inA the world and was worried I mediums available to buy in important dates for your diary: would soon be out of a job! different ways. The one thing that The internet revolution was the internet can’t replicate is the Thursday 17 Jan 2019 in full swing; on-line media was trust and experience of a face to • VIP networking evening (supposedly) killing off print media face customer engagement. The (Birmingham) and surely the exhibition industry average visitor spends 5.5 hours at would be next! As a company, we a live event so this provides a much Friday 18 Jan 2019 spent loads of time and money bigger window of opportunity to • The National Running evaluating virtual exhibitions your customer and an opportunity Conference (Birmingham) and trying to create digital to engage in a different way. • Community Catch Up environments that replicated our Here are a few key stats from live events. Facetime about exhibitions: Saturday 19 Jan 2019 We developed our own • 93% of marketers and business • The National Running Show technology facility and ran about 50 directors feel face-to-face Facetime: The perception of a brand Most marketing luminaries day one virtual events in that first year with marketing to be the most persuasive that is not represented at an event recommend blending a range of • Run show party with special some pretty average results! OK we media channel. actually deteriorates by 5%. This is channels with a cohesive message announcement made a few quid, but the customer • 76% of visitors at B2B and B2C true even for extremely well-known in order to achieve the best results feedback was very poor and we exhibitions make new purchasing or global brands. and I think that is probably the Sunday 20 Jan 2019 could never effectively replicate the decisions and have existing ones Now let’s not get carried away right path to take. For those of you • The National Running Show live experience on-line. reinforced and invest all of our marketing who take this approach and are day two Fast forward to now and there are • Perception of the quality and value budget just in live events! Some interested in face-to-face events, only a very small number of virtual of your brand, product or service companies are also showing I’d strongly recommend visiting Saturday 22 June 2019 events still in existence and most is improved by 21% after visitors phenomenal sales from digital www.facetime.org.uk which gives • B2C event – we have of the big media companies have experience you at a show. channels – just last year, Nike saw free support and advice about something changed their strategy to focus on Getting face to face with customers online sales double in two years to getting the most out of live events. new for you! live events. The live events market works! Spending more time with more than $2 billion. Mike Seaman is the Managing is still growing at a significant rate customers provides an opportunity Equally, print marketing in Director of Raccoon Events and Sunday 23 June 2019 and is showing no signs of slowing to upsell, reinforce brand benefits magazines like this one is making a has over 15 years’ experience • B2C event – we have (PE investment has already doubled and to educate your buyer. But comeback and marketing to discrete organising events across the globe. something new for you! YOY for the first half of 2018.) even more than that, not being at community groups like UKRunChat To find out more about our events So why is the market so robust in an industry event can actually help and RunMummyRun is please contact the face of this digital revolution? erode your brand! According to experiencing phenomenal growth. [email protected]

@SportsInsightUK COLUMN 31

MARKETING 101: YOU ARE NOT THE CONSUMER Jonathan Quint, Saucony Marketing Director EMEA, looks at the role played by Big Data in the running market

Statistics huh? Going Large generally available to us “sub-elites” Proper BIG Data experts? Are we careful to observe The recent FIFA World Cup gave us Another form of statistics has (or normos, if you will) for around The sample size for some of this current market conditions and more statistics than ever before. We long been covered by a marketing a year, more extensive, real-world latest analysis runs into the tens of demands, or better still, able to knew instantly how many shots on buzzword – Big Data – where the testing can be done. Step forward thousands, so from that perspective include some prediction or modelling goal England had in the semi-final power of the web is harnessed to Strava. Our favourite run / cycle / it’s a very robust report. We’ve all of what might happen in the future? against (one), which Premier bring us information of hitherto swim tracking app has the option had reason to question opinion League team had the most players unfathomable scale from myriad for every run to be tagged with the poll data over the last couple of Looking forward to represented in the last four (Spurs) sources. My favourite of the last pair of shoes worn. Apparently years. Famously, predictions of the success and how many waistcoats Gareth few weeks is a fantastic report by around a third of us do this in races elections both sides of the Atlantic, Wherever our businesses are on this Southgate has in his wardrobe at any the New York Times which looks at (the report doesn’t state whether and of course the UK EU referendum spectrum, it is often relatively easy to given time (ok, maybe not). performance in marathons and half that is borne out for training runs have been inaccurate, in some improve the quality of the data that Whilst cricket has long been marathons, broken down by the shoe as it’s focussed on performance), cases spectacularly so. In terms of we are using, especially in terms of the sporting champion of UK style worn. I’ve referenced Nike’s so the NYT has been able to pull scale, typical sample sizes for UK consumer input. This could range mathematics aficionados, in the Breaking2 project in this column together that data and the published election polls are 5,000 which, whilst from increasing the sample size for same way Baseball has in the US, previously, but this article focusses results to examine if and how substantial, is maybe not statistically purchase decisions from one lone has famously come on the commercial output of that race-day shoe selection affects significant for predicting those buyer to the views and experience of to soccer, sorry, football with venture - the Vaporfly 4%. performance. results. Of course, there are other several staff, through adding consumer Optasports and others. For some it The results are clear cut in extenuating factors there too, it focus groups of a room-full of people, to has shaped recruitment strategies Elites or “Normos”? relation to the star of the show, should be noted. Messrs Trump and utilising an online platform to counsel and tactics (I understand it’s how The original Nike-funded research seemingly affirming Nike’s own Putin can continue to debate this, I’m ideas, feedback and contributions from Jordan Henderson continues to be into the Vaporfly 4% showed the startling assertions, but also give not going to get involved. an unlimited number of consumers selected…), for others it has given 18 (count them) elite male athletes a great tail of data for the top fifty and potential consumers. Each of the armchair fan additional insight. were around 4% more energy running shoes. The authors concede Crystal balls? these is progressively more preferable These statistics are the result of efficient when tested over various that there are some questions This leads us to questions closer to to the latter, can confirm initial a combination of human input distance on a treadmill whilst left unanswered, but the article is home. What are our sample sizes hypothesis, completely change tactical (counting shots on target, or how wearing the shoe – which, it was deep and covers a lot of interesting when we make decisions on product direction, or anything in between. If we many times a player touches the ball) claimed, could lead to a time gain factors, from statistical modelling, selection, on colour choice and on are open to these possibilities whilst and electronic measurement (timing of around 3% over the marathon to weather, training mileage and our plans for next season? Are we still trusting our own judgement, we the ball in-play or distance run by distance. propensity of ambitious runners to managed by gut reaction or the have already begun our own journey to each player). Now that the shoe has been make certain shoe selections. experience of a small number of waistcoat nirvana. “ Another form of statistics has long been covered by a marketing buzzword – Big Data – where the power of the web is harnessed to bring us information of hitherto unfathomable scale from myriad sources ”

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Airbag for urban cyclists Vulcan frameset Evoc CC 2L Hövding offers the world´s best shock absorption This frameset is a true work of art. All the old skills and The Evoc CC 2L is a very handy, ultralight backpack. capacity and consists of two parts, a collar and a cover. craftsmanship are here to produce a frameset with It's their minimalist hydration pack solution. The collar encloses the airbag system that protects the handcut lug work and curly seat and chainstays. Built Features include air circulation, the air tune system head and is made of black, waterproof, dirt-repellent from reynolds 631 tubing with 531 seat & chainstays. offers a maximum of back ventilation, Backlight clip, functional fabric that rests comfortably around your Fancy hand cut lug work and b/j top eyes on the seat stays. mobile phone pocket, Hydration clip, Hydration neck. It is easy to put on, with a centre front zip.The Cast horizontal dropouts are fittted with single eyes to system compartment, accommodates hydration collar is supplied with a black basic cover which is made front and double eyes rear( rear dropout spacing 130mm) systems up to 2L, key holder, nutrition compartment of durable functional fabric that protects your Hövding this frameset is built to fit 47-57mm brakes which allows and signal whistle. against dirt and wear. a 700x28c tyres with mudguards to be fitted. 01752 843882 040 23 68 68 0113 2551144 [email protected] [email protected] [email protected] www.silverfish-uk.com www.hovding.se www.bobjacksoncycles.co.uk

High5 Energy Gel BoXXer World Cup Lux CF SLX 9.0 Race Team Energy Gel is smooth with a light consistency, making No compromises, no limits, the brand new Lux CF SLX it easy to have on the go. And, because it’s made with DebonAir 9.0 Race Team has been designed to meet the exacting Meet the BoXXer designed for the next generation of DH natural fruit juice, it tastes great too! Easy to open and demands of Canyon's world-class XC athletes. They’ve superstars. Built from the ground up for big wheels, the all- swallow, each sachet delivers 23g of carbohydrate picked the best equipment to give you every advantage: new BoXXer gets new lower legs, new upper tubes, and a energy. The gel is also caffeine free and suitable for Shimano XTR 1x12, Fox Factory suspension and DT new MX-inspired crown that allows optimized handlebar vegetarians and vegans. Swiss XRC1200 Spline carbon wheels. Light and fast. height. The new DH-specific DebonAir air spring offers Energy Gel is designed to be taken before and And for a competitive edge on increasingly technical riders the best attributes of coil and air: low breakaway during exercise. courses, they’ve equipped the bike with a KS LEV CI force, mid-stroke support, linear feel, and tunable Carbon dropper post. 01273 303 817 progression. The new Charger 2 RC2 damper offers [email protected] independent high and low-speed compression adjustment. [email protected] www.highfive.co.uk www.sram.com/rockshox www.canyon.com

www.sports-insight.co.uk@SportsInsightUK CERAMICSPEED ANNOUNCES 'DRIVEN' 3634– A REVOLUTIONARY DRIVETRAIN CONCEPT CeramicSpeed has raised the bar once again when it comes to drivetrain efficiency. This time with a revolutionary drivetrain concept that eliminates the need for both front and rear derailleurs as well as the chain. Partnering with the Mechanical Engineering Department at the University CatEyeSYNC System of Colorado, CeramicSpeed has created a drive shaft concept making visibility smarter that sets a new benchmark as the world’s most efficient CatEye have launched an intuitive new system called CatEyeSYNC drivetrain. to make life easier and safer for cyclists both day and night. At just Driven creates 49 per cent the touch of a button, up to seven lights can be switched on or off less friction when compared simultaneously and synced via a smartphone. to the market leading chain CatEyeSYNC is a complete lighting solution for all types of cyclist. With and derailleur drivetrain. three types of lights to choose from, riders using CatEye will stand out. A traditional chain and The SYNC Kinetic and SYNC Wearable can be synchronized to flash in derailleur drivetrain contain unison and to activate CatEye’s Kinetic mode, which improves the rider’s eight points of sliding friction, visibility to all vehicles on the road, both day or night. which is generated from the Kinetic mode is a technology CatEye have integrated into their SYNC articulation of the chain at Kinetic and Rapid X2 rear lights. The lights house an in-built deceleration these points. CeramicSpeed’s sensor that means when the rider enables Kinetic mode, the light new Driven concept automatically increases in brightness when deceleration is detected; impressively eliminates all making the rider more visible as they approach slow-moving traffic, eight points of sliding friction. junctions or any other obstacles or hazards. To achieve the ultimate The family of lights are initially set up via a smartphone and the performance, Driven uses ‘CatEyeSYNC’ app, available for both iOS and Android. Once logged onto CeramicSpeed Bearings in a the app, riders can control up to seven lights simultaneously or separately, pinion style drive shaft system. and monitor the battery life of each light in their CatEyeSYNC system. In total 21 CeramicSpeed To make the CatEyeSYNC system fully customizable, cyclists can Bearings play a crucial role in exclude modes and lights they are not going to use so they are only ever the functionality and efficiency interacting with the lights they need for that specific ride. of Driven. Thanks to their If a battery reaches less than 10%, CatEyeSYNC will send a text extremely low rolling friction alert. Additional lights can be added and fully customized for enhanced and longevity, the bearings visibility both day or night. transfer torque from the front Koichi Tsuyama, President of CatEye said: “We are delighted to offer ring through the drive shaft, customers a simple, complete solution to bike safety. CatEyeSYNC makes then onto the 13-speed rear cog. visibility a priority and getting ready to ride even easier.” At the head of The CatEyeSYNC system will be available this autumn. All lights are CeramicSpeed’s Driven Project available individually or in a twin-pack consisting of the SYNC Core front beryl wins Eurobike is company Chief Technology light and the SYNC Kinetic back light. Officer and founder of Friction Facts, Jason Smith. He said: Industry Award in Special “CeramicSpeed has proudly accomplished what many Countdown begins for Purpose Bike Category have said couldn’t be done. combines next-generation lighting We achieved a 99 per cent The winners of the 14th annual Yorkshire’s biggest capabilities with a future-proof efficient multi-speed drivetrain Eurobike Awards have been smart data platform. while eliminating the chain announced, and British urban For bike share operators, the and complex rear derailleur. Cycle Expo cycling brand beryl has been bike can provide anonymous Advancements in drivetrain announced as the winner of With the clock ticking for Yorkshire’s first major cycle expo, the journey data and Bluetooth technology have been the “Special Purpose Bike county is preparing to welcome 20,000 cycling enthusiasts. communication, distance evolutionary since the 1920s. Category” for their market Cycle Expo Yorkshire is rolling into Harrogate’s Yorkshire Event Centre and usage statistics. power Driven is truly revolutionary leading technology and on October 12-14, adding to Yorkshire’s already impressive repertoire of management (charges at 6mph), given its unique rolling element design in the Smart Light international cycling events. accelerometer data (speeds, power transfer and unmatched collaboration with London’s A closed road circuit race, a kids ‘GoRide Zone’ and a Cyclocross event are unreported accidents, road efficiency. The Driven concept Santander Cycles. just some of the exciting things that are expected to bring record numbers to The Pashley bike design conditions) and GPS route data. has the ability to change the the region. was the product of a successful Additionally, there are plans way the cycling industry Charlotte Scoular, head of bike at XSEM, said: The countdown for Cycle collaboration between a in the pipeline to add pollution views drivetrain design and Expo Yorkshire is well and truly on! We’ve got some of the biggest brands in the startup, operator and industry, sensing. beryl’s smart data drivetrain efficiency.” industry exhibiting their products, clothing and equipment. “There’s so much demonstrating that the next- program is allowing the scheme Acknowledging its level of choice for visitors whether they want to take part or just choose to spectate, generation of bikeshare is smarter, managers to collect insights and innovation, the EUROBIKE it’s the perfect place to encourage everyone to get on their bike and give it a go. safer and easier to maintain. increase efficiency, adoption and Award jury has chosen Driven We’re really excited to be playing a part in Yorkshire’s rich cycling heritage.” Upon winning the award, Emily satisfaction. as one of the winners of this Within the YEC’s 250 acres of land, there will be a number of races and Brooke, Founder and CEO at beryl For the bike share users year’s edition, amongst 366 competitions covering all cycling disciplines, from a woodland (formerly Blaze) said: “Our mission themselves, the advanced lighting entries. track to an international pro-rider flatland championships. at beryl is to design innovative system provides an additional A joint venture between Leeds- solutions for urban cyclists, with safety mechanism. beryl’s patented based marketing and events the end goal of removing barriers Laserlight technology projects a specialists, XSEM and Welcome to to cycling and getting more people distinctive cycling icon into the Yorkshire, Cycle Expo Yorkshire will in cities on bikes. To win the award blind spot of other vehicles, and a feature a wide range of events and for our work with Pashley and reactive rear brake light lights up activities including the Road Bike the London bike share scheme is when the cyclist slows down. Rampage, which brings the best in incredibly motivating as it shows The Laserlight technology was freestyle action on two wheels. we’re able to make a difference rolled out on the London bike share The event, which is being backed to cities through innovating for scheme after the independent by ambassador and Olympian cyclists.” body, Transport Research Lab, Lizzie Deignan, will give visitors The Transport for London found that it increased visibility of the opportunity to see some of the bike share scheme (sponsored by cyclists by up to 30 per cent, and biggest names in BMX, Cyclocross Santander Cycles) is one of the was an effective way for bike share and mountain biking. Including largest in the world, and the beryl operators to protect their users on Guinness World Record holder and team had the opportunity to design busy urban roads. BMX freestyler, Matti Hemmings, a set of smart lights, to be embedded For more information please as well as world champion on the bikes across the scheme. It visit beryl.cc mountain biker Danny Butler.

@SportsInsightUK CYCLING INSIGHT

thousands of lights every year from their offices in San Diego, USA. Zyrofisher sign exclusive distribution The brand’s commercial activities will be overseen by Brand Manager of Niterider in the UK and Ireland Michael Curtis. Mike Ely, Chief Operating Officer, ZyroFisher have signed an NiteRider, said: “As the leading Parts exclusive distribution deal with and Accessories distributor in the the American bike lights brand, UK and Ireland, we are pleased to be NiteRider. working with ZyroFisher as we look NiteRider began when CEO Tom to increase our brand presence in the Carroll wanted to extend his surf region.” day into the night. As nothing on the Nikki Hawyes, Head of Brands, market was even remotely useable ZyroFisher, said: “NiteRider are an to light up the waves, Tom designed established brand in the USA but his solution from scratch creating are yet to realise their full potential a waterproof, bright, lightweight in our market. We are confident KASK and hands free light that not only that our activations and support worked for surfing but a multitude of will enhance their offering, enabling RELEASES THE extreme sports, including cycling. NiteRider to secure a strong foothold NEW LIMITED Fast forward almost 30 years to in our region.” Initial stock will be today and NiteRider now design, available from ZyroFisher from EDITION engineer, test and assemble August 2018. VALEGRO MDD HELMET KASK continued its Evans Cycles launch support of the Maratona dles Dolomites enel, one of the new campaign world’s most challenging and picturesque single-day gran Evans Cycles, the UK's leading specialist bike shop, has announced fondos where this year the the launch of its new Better by bike campaign. theme was ‘equilibrium’ – a Aimed at celebrating the wider health benefits of cycling, the initiative will state of physical balance. see the UK’s largest high street cycling retailer help inspire the public to ride To celebrate this fantastic more regularly and show the world why everyone can become “better by bike”. event, KASK created a limited It’s no secret that cycling can have a hugely positive impact on well-being. edition version of the Valegro Whether you’re a leisure rider, commuter, roadie, mountain-biker, tourer or – the Valegro MDD. This a complete beginner, we all share in the mental, fitness and environmental new design incorporates the benefits of pedal power. Maratona’s iconic rainbow CEO Alan Fort said: “We are really excited to unveil the Better by bike coloured logo on the top, front campaign. Cycling, in all its different forms, has so many benefits for both and rear of the helmet. individuals and our wider society. By using our position as the UK’s leading The Valegro, which specialist bike shop to highlight some of these, we hope to encourage people Raleigh e-bikes open recently won a prestigious of all ages to get out and ride more. Now fully into British summertime, what IF Design Award, has a better time to show the world how everyone can become better by bike!” polycarbonate shell, tested Within a society strongly impacted by growing levels of obesity and Peak District to all and refined by KASK’s inactivity, cycling can help provide a simple, enjoyable and affordable The Peak District National Park, rolling across the Pennines, engineers in conjunction with solution. With heart and circulatory diseases killing more than 150,000 attracts millions of visitors every year. a wind tunnel to get the best people in the UK every year, studies have shown that cycling to and from Visitors keen to explore the Park’s stunning scenery, historic sites and results in terms of thermo- work can cut heart disease by as much as 46 percent. beautiful villages often find one of the best ways to get about is by bike, cooling performance. What’s more, its use as a mode of transport doesn’t just save you money however traditional bikes can prove a daunting prospect for some family The Valegro offers on train and bus fares (with Ride-to-Work participants saving an average members - novices, the out of practice, the elderly or those concerned advanced ventilation and an of £776.40 on travel each year), it also helps to conserve the planet’s natural about the fitness levels required. impressively light weight of resources and maintain a cleaner environment. Which is why, in an effort to encourage more people to take to two wheels, just 180g (size small). This With cycling making up around just four per cent of all commutes in Park management have partnered with iconic, British cycle brand Raleigh new design offers maximum the UK, Evans Cycles are encouraging members of the public to ride more (headquarters just down the road in Nottingham) to provide visitors with cooling through 37 ventilation regularly and realise the range of benefits that can be achieved on two wheels. access to an e-bike hire fleet as well as conventional cycles, so many more holes with breathable, quick- Now in its tenth year of operating, the flagship Ride-to-Work scheme has visitors can enjoy the delights of the Peak District from the saddle. dry padding. The 5mm layer of helped over 170,000 people commute by bike. Looking ahead to the future, Raleigh has provided the Park with eight new e-bikes from its exciting fast-wicking thermoformed Evans Cycles have pledged to raise this to a whopping 250,000 people by Motus range. These combine the latest riding technologies with a durable, tri-dimensional padding is 2028 - that’s an extra 504 million miles of cycling a year which could help high power Bosch motor. antistatic, bacteriostatic, improve people’s health up and down the country. The Motus e-bikes are pedal assisted with a motor that operates heat regulating and moisture As part of the ‘Better by bike’ campaign, Evans Cycles will also be helping when the cyclist pedals. Ecyclists find even the most challenging hills transferring using Resistex to raise awareness for the benefits of cycling through a string of social media and inclines a doddle whilst the 15.5mph limit and different settings for Carbon. Alongside this cutting competitions. First up, users on Twitter, Facebook and Instagram will have an speed and amount of assistance required means you can safely cover good edge technology, the chin opportunity to take home a free Pinnacle bike. In order to be in with a chance distances and keep up with the most energetic cyclists is in the family. pad with eco-leather strap to win, Evans Cycles are asking members of the public to share the ways in An approximately 100-mile range means there are also no concerns about contributes to a helmet that’s which cycling has improved their lives with the hashtag #BetterByBike. the Motus running out of power on a long bike ride as you take in all the sites. comfortable to wear, all day. To find out more information about Evans Cycles and the Better by bike It’s perhaps no surprise that the UK is finally waking up to the joys of e-biking Ylenia Battistello, KASK’s campaign, please visit: https://www.evanscycles.com/better-by-bike and market growth is currently 20 per cent with this set to increase rapidly. Cycling Brand Manager, said: Follow Evans Cycles on Instagram, Twitter and Facebook and join the Helen Bower, Cycle Hire Centre Manager with the Peak District “Since launching last year the conversation with the hashtag #BetterByBike National Park, said: “We’re delighted to be partnering with Raleigh to Valegro has proven itself to be expand our ebike fleet. Last summer with the increasing popularity of a great success across many e-bikes, we could have hired out our fleet twice over, so it’s exciting to now pro-level podiums. It is perfect be able to offer an increased capacity for our visitors for summer 2018. for the slopes of Alta Badia “The perfect combination of e-bikes and traditional bikes means a whole and will keep riders aero, cool family can explore so much more of the National Park within one day, including and comfortable throughout some of most dramatic landscapes like the Upper Derwent Valley, where the the undulating route.” iconic Dambusters-inspired trails would otherwise be more of a challenge. Michil Costa, President of “E-bikes are ideal to either kick-off a family interest in cycling, or re- the Maratona dles Dolomites enthuse those wanting to re-visit cycling in later years. They help to get Organising Committee, said: you moving again and there’s no better place to appreciate the joys of “It was great to have KASK cycling than the Peak District.” on board once more; they Alicia Wheatley, Raleigh Communications Manager, added, “It’s are constantly innovating fantastic that the Park recognizes the contribution that e-bikes can and making lighter, faster make in terms of encouraging cycling generally, and 2017’s experience products – ideal for those shows that the demand from consumers is there. E-bikes provide a looking for perfection in the great opportunity for all the family to explore the amazing Peak District mountains.” National Park out in the open as it should be enjoyed not through the windows of a car.”

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PEAK TO PEAK… LIVING LIFE ON THE EDGE Angela Sara West talks to Britain’s best-known climber, Sir Chris Bonington, about the highs and lows of his impressive career, how climbing equipment has evolved, why risk is essential, and his tips for travelling to the top for mountain therapy

porting an adventurous spirit to hitchhike up the A5 to the heart of Audacious ascents - with broken bones, without food and opportunity to lead the life I’ve led from a very young age, world- Snowdonia. It was one of the hardest a series of firsts… succumbed to pneumonia, but been ever since, making a living around leading mountaineer and winters and we had an epic climb.” From the Alps to Tibet, and from yeti hunting in the Menlung Glacier climbing, lecturing about it, writing Sauthor, Sir Chris Bonington, was Throughout his impressive the Russian Caucasus to Patagonia, (where he discovered footprints of about it and taking photographs.” born into an adventurous family, career as a climber and photo- Bonington’s travels have taken him the legendary beast!), and navigated He says they had no idea what becoming an avid tree climber from journalist, Bonington has enjoyed all over the globe, whether for an icebergs with sensational sailor, huge impact it would have on the the day he could clamber. an extraordinary life of escapades, Alpine-style push, photography Robin Knox-Johnston, to Greenland, media. “We just wanted to climb it He first climbed a mountain at 16 exploring the world’s highest assignments climbing the world’s attempting to climb its highest as a fascinating mountain challenge, and was hooked. This monumental and wildest mountains, scaling highest active volcano in Ecuador mountain, Cathedral, a previously- really. It was a frightening mountain moment on Sugar Loaf in Ireland’s supposedly-impossible slopes or hunting caribou with Eskimos, or unclimbed peak. “Our map was challenge because the death rate is Wicklow Mountains, near his and leading some of the greatest lectures and award ceremonies. He’s incorrect and, as a result, we climbed very, very high and there had only grandfather’s house in Dublin, led to expeditions of the 20th century. also accompanied army expeditions, the wrong mountain, but it was still a been comparatively few ascents back a gripping avalanche of adventures Following his first brushes with including their first descent of right epic!” in 1962. So, it was an exciting step which would shape his entire life. danger, he joined the RAF and Royal the Blue Nile from Lake Tana to Renowned for having made many into the unknown and, of course, I’d His mountaineering bug was born, Tank Regiment, which posted him the Sudanese frontier, shooting first ascents in the Alps and all the also made quite a few attempts on and he couldn’t wait for the next to Münster, Germany. He tells me dangerous rapids and surviving close greater ranges of the world, the it, which had failed either because exciting exploit. “Just the sight of his subsequent adventure travels calls with crocs, along with being shot legendary mountaineer made the we got involved in a rescue or Snowdon fascinated me as I took a have come in different shapes and at in an ambush. first British ascent of the north face the weather had been bad or the steam train to Holyhead. I persuaded sizes. “Each of my major climbs has Overcoming the fear factor while of the Eiger in ’s Bernese conditions wrong. So, it was a very a friend from my school in London been special in different ways, all as forging lifelong friendships along Alps. “At the time, the Eiger was a important climb in my career.” (where I was born and brought up) equally important at the time.” the way, he’s not only scaled slopes huge challenge. It also gave me the As one of the world’s most

@SportsInsightUK INTERVIEW 37 respected mountain expedition the mountain fraternity, including lightweight equipment that is both leaders, he went on to lead the Don Whillans, Hamish MacInnes, waterproof and can breathe, like expedition that made the first ascent Dougal Haston, Peter Boardman, GORE-TEX.” of the South Face of Annapurna in Doug Scott and many more, their He says these advances haven’t Nepal in 1970 and then the biggest shared hair-raising experiences actually made it any easier for our top leadership and organisational have witnessed both triumphs and adventurers to push the limits, but challenge of all, the large expedition tragedies. have allowed them to push them even that made the first ascent of the “Our ascent of the Ogre, an further. “Now, you’ve got climbers southwest face of Everest in 1975, unclimbed peak in the Karakoram in like Leo Houlding, who is a brilliant a huge logistic challenge (and Pakistan was undoubtedly my biggest climber, and he solo climbs to a very Bonington’s biggest) of which he epic. Doug Scott broke both legs at high level but he’s doing other things is incredibly proud. He realised a the beginning of our descent from as well. He’s a bold base jumper, he’s lifetime ambition on reaching the the summit. He had to crawl all the done exploratory climbs, pushing summit (at 8,848m, nearly 30,000ft) way down as the three of us with him the limits in a way that we couldn’t with a Norwegian expedition on a could not have carried him, though have dreamt of doing because we later mission ten years on, seeing we carried all his gear and helped didn’t have the gear to do it. We Bonington briefly become the oldest him where we could. The weather couldn’t travel that light. So now, known person to summit, at the age broke. It took us six days to get down your very best climbers are climbing of 50. to base camp without any food. I also alpine style, where they just pack “Well, that was a big experience had a fall and broke two ribs and yet, their rucksack at the bottom, and in itself, but when I finally climbed by working through it together, we keep going until they get to the top. Everest, it was by the trade route survived and can look back at our And they’re doing it in two or three via the South Col, of the original epic almost with affection.” days, moving very, very fast, very ascent, which even in 1985 had had He explains it was 20 years and light, so they’re doing things that, in many ascents. It was the first ever 20 attempts before The Ogre had a my generation, you couldn’t even Norwegian expedition and I’d been second ascent and it could, therefore, imagine doing. The actual level of invited by the leader, who was a arguably be described as the most adventure climbing, at the top of our friend of mine. It was partly out of challenging mountain in the world. sport, it’s amzing what they can do!” friendship but also because they had “Most of my close friends are never climbed an 8,000-metre peak, climbers and, of course, tragically Mountain therapy let alone Everest, and they got me with that risk of the danger, and We’ve been seeing a huge increase in on board to help with logistics and especially when you’re pushing the people climbing, hiking, camping etc. planning etc.” limits at altitude, you’ve got to accept What does he reckon the reason is for He says it was the only mountain the fact that it is dangerous. I’ve lost this recent rise in numbers of those receiving their lifetime achievement struggle up, you lose that euphoria of that he has climbed in the world’s all too many good friends.” heading to the hills and enjoying award a few years ago, and they’ve super athleticism, if you like.” greater ranges that wasn’t a first the great outdoors? “I think it’s a asked me over to take part in the film His next challenge? “Getting ascent. “Because I love exploring… New tech & combination of everything. For a festival, showing my film, and also myself fit again. I’ve had various going where others haven’t been, contemporary kit start, I think the hills and mountains to present the award to this year’s operations, a new hip and I never solving a climbing challenge that Bonington’s a lifelong brand give a terrific, almost a therapy. Even winner.” expected it but I had an angiogram seems impossible using my skill, ambassador, and currently non- the modest hills around London, He’ll embark on his UK tour, Life and have had three stents fitted, so and that of my team, to find the Executive Chairman of, the outdoor the Chilterns and so on, are gentle & Times, an audio-visual account I’m gently, steadily rebuilding my solution. Yet reaching the highest clothing brand, Berghaus, which also walks, but I think for people to be of his 60 years of adventures in the fitness and stamina again by walking point on Earth was very important creates equipment using cutting- able to get out into a world of hilly mountains with original images and and a doing a bit of climbing. So, my to me, symbolically, because of the edge technology. country is a fantastic help and in this raw footage, in November. ambition now is to stay fit and really incredible view we had from the In 1996, Chris used satellite increasingly-complex and dangerous make the absolute maximum of life summit but even more important technology for the first time on an world we live in, that release that Keeping fit for as long as I’m on this earth.” was the quality of the experience – expedition during a trip to North you get in the hills, in the outdoors, Although still active today, the lifelong friendships I had made East Tibet to attempt the peak he had becomes even more important. And Bonington’s now showing some signs Family values with my Norwegian and Sherpa team seen through a plane window on his then the challenge is to actually of slowing down. Just a few years ago, The daring adventurer has also faced members.” way to Lhasa in 1982. How has the make it possible for people to do that however, the climbing conqueror re- struggles in his personal life, bringing Realising victory after victory, world of mountain climbing changed without trampling the hills to death, enacted an iconic climb from his past, up a family and maintaining a other pioneering assaults on the over the years with new technology and that’s where a lot of effort is being summiting Orkney’s Old Man of Hoy successful marriage over the decades world's most challenging peaks and materials entering the market? put in to putting sensitively-designed again (this time with Leo Houlding), of travelling the world in his quest included China’s challenging Kongur, “The change is huge. When I started footpaths where they’re needed and 48 years after his original climb at the for adventure. Bonington sadly lost adding to his succession of successes climbing in 1951, we were using the so on, in the national parks.” grand old age of 80! his Wendy, his wife of 52 years, a few which put Britain firmly on the map same kind of equipment pretty well The celebrated mountaineer years ago, but has now found love as a leading nation of climbers. as we were using at the being of the Moving memoirs of life, says it was a success, but a struggle. again amidst the sadness and grief, 20th century. My first rope was a loss & mountaineering… “Firstly, you recognise the fact with a fellow climber’s widow. Triumphs & tragedies hemp rope, my first pair of boots were A busy year for Bonington, his that as you get older your physical “I tragically lost Wendy, but I also Exuding enthusiasm for remote ex-War Department hobnailed boots business travels have seen him performance inevitably declines. had the fortune to actually find love and little-known places, the from an Army Surplus Store, you set sail on his first cruise, joining I was climbing very hard up into again with Loreto. We do as much inspirational climber has led had practically no protection on the an around-the-world itinerary in my mid-60s and was climbing and as we possibly can together, and the numerous expeditions, thriving climbs you were doing and, of course, Darwin, Australia, to Hong Kong performing well at altitude as well, other thing is your perspective.. when on companionship and sharing the standard of climbing was very as an inspirational speaker for but as I crept up towards my 70s you’re young and get married, you’ve experiences with others, undergoing much lower.” Viking Cruises. Next on the agenda and through my 70s, I noticed I got the path of your life in front of a number of near-death experiences “I’ve seen all these technical was a quick trip across the Pond to hadn’t got the same kind of stamina… you. Wendy knew she was marrying and overcoming many emotional advances that have occurred where receive an honorary degree from I was stiffening up, my rock- a top climber, she knew what she obstacles, too. Climbing dangerous you’ve got a situation now where Weber State University before flying climbing ability was decreasing, so was getting into and she always gave peaks, alongside many luminaries of we have knowledge of nutrition and to for a reunion with the effectiveness got a lot lower. When I me huge support, but it was tough on Norwegian Everest expedition team finally climbed the Old Man of Hoy to her. And, of course, you’ve got your with whom he reached the top. celebrate reaching the age of 80, I was responsibility to your children, so September sees him off to a book really struggling on it and found that you can argue that it’s selfish. But and film festival in South Korea to in pure , and actually now it’s different in a sense because showcase his acclaimed moving getting into altitude, you no longer you realise, at nearly 84, that life and memoir, Ascent, the epic saga of an walk and drift up climbs easily, you physical fitness are definitely finite.” unrepeatable life on the edge, and his feature-length film, Bonington: Mountaineer My Life Story, which Sir Chris Bonington’s forthcoming tour, Life & Times, kicks off in High recently won ‘Best Mountaineering Wycombe in November, and takes in Horsham, Bath, Chelmsford, Film’ at Bilbao Mendi Film Festival. Birmingham and Newtown with two joint lectures with Doug Scott and “My book, Ascent, has been Paul Braithwaite at the Royal Geographical Society in London and Oxford translated into Korean, which is for Community Action Nepal, of which he is Patron. For dates and details, rather exciting, and my biographical see his website www.bonington.com. film will be shown there. We’re going He has fronted numerous television programmes and is the author of 17 around the world with it.” books. His latest, Ascent, is available from Amazon and his website: www. It’s then time to pack for to bonington.com/shop/ascent/ present the Piolet d’Or international Download his award-winning documentary film Bonington: Mountaineer climbers’ award. “I had the honour of My Life Story at: www.boningtonfilm.com

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PRIVATE LABEL – AN OPPORTUNITY OPEN EVEN TO THE SMALLEST Paul Sherratt, of Solutions for Sport, takes a closer look at own label options even for the smallest independent retailer n recent years the own brand, Consumers demand brands for The Sports Direct label approach and these factors Solution: rent some small space or private label, phenomenon the quality assurance and emotional Approach are often the main barriers to for a limited period using cost has been making big headlines. satisfaction, however it is becoming If we compare the SDI approach the smaller independent retailer effective businesses such as Big IIn grocery Aldi and Lidl continue ever more apparent in the sporting with Decathlon the “passion-brand” looking at the topic more seriously: Yellow Storage. to make huge strides with their goods market that these brands do approach has been developed not by LEAD TIMES combination of a small targeted not have to be manufacturer brands. stating from scratch and building up EXPERTISE number of branded products the brand through in house teams Problem: You have no experience at Problem: lead times, particularly sitting alongside their own The Decathlon Approach but, predominately, by acquisition. all in dealing with factories, product from the Far East can be as much private label offerings. For 20 years Decathlon followed This results in the lines between design, importing etc. as four-six months depending on In our own sporting goods a single brand policy with great factors such as time of year, type of “international brands” and Use a reputable agent or industry many of our successful success. Solution: product being manufactured etc. in-house/private label brands company that has expertise in this retailers follow a similar model. Today, the Decathlon Group becoming blurred – arguably a area, a proven track record and can Solution: Often this issue can Over time Sports Direct, for has moved on from this approach good thing as the consumer is often site examples of the work that they simply be solved by improved example, has grown its own label and created specialised brands presented with a “branded” product have done and provide testimonials planning. Once you get into the strategy by purchasing distressed each one of them positioned on a at an exceptional price unaware from past and current clients. mindset of long lead times the brands and then selling them precise sporting branch of industry: that the brand is, in fact, owned by business can be planned accordingly. Twin, for example, specialises in at a discount within the stores SDI and to all intents and purpose is MINIMUM ORDER QUANTITIES thus making a manufacturer to mountain bikes and road bikes; thus a private label. (MOQ'S) As my own business has begun to Wedze in boardsport on snow, and address these issues on behalf of retail margin (as opposed to a The challenge and opportunity Problem: As with any product manufacturer to wholesale margin). Kalenji in walking, running and facing SDI is to develop the higher line MOQ's will apply based on a clients we have seen for ourselves Decathlon (still the worlds cross-country running. margin and higher price point end variety of factors such as material not only the ease with which many biggest retailer of sporting goods) Together, these “passion-brands” of the business by producing more used, size of factory, type of item of the issues can be overcome but, uses exactly the same strategy but make the Decathlon group one of technically acceptable product. This etc etc. Often these MOQ's can more importantly, the additional this time has simply pushed its own the first ten world’s manufacturers is easier to achieve if the acquired be very high compared to the sale revenue and margin gains that brands so much over time that they of the sector behind Quiksilver, brands (e.g. Dunlop and Slazenger) opportunity and thus the project these businesses have experienced have in their own right become Nike, Adidas, Timberland, have a heritage that allows price cannot proceed. through developing their own brands. Their recent announcement Columbia, Salomon, The North points to be pushed, however brand strategy. that they will be dropping all brands Face and Patagonia Decathlon appears to have a distinct Solution: Club together with Some clients have progressed by the end of 2019 underlines the Interestingly this strategy has also R&D advantage over its rival in this fellow minded retailers and spread from taking generic branded success of this approach. allowed Decathlon to not only compete area at present. the MOQ amongst the members. products (such as a basic t-shirt or The trend can be seen right at the “mass market” end of the This results in all the advantages hoody) and adding some branding through our trade with the likes of JD market but, by sitting these “passion The Independent of improved margin, points of and changing the back neck label Sport, MandM, the Intersport group, brands” in the areas where the product Retail opportunity difference etc but without the to trial the idea, whilst others have DW Sports and others all finding the development teams can embrace With this approach of private label excessive cash flow risk. taken the leap having the confidence right mix between the international the sport (e.g. in the mountain or business sitting alongside core to commit to, for example, 1,000 sock brands and their own brands to boost by the sea) they have been able to branded lines set to continue in the WAREHOUSE SPACE tri-packs knowing that, based on margins and to provide a point of create technically excellent products near future the question is whether Problem: small retailers do not past sales history, that the stock can difference to the end consumer. at higher price points with higher the smaller sports retailers are able often have the storage space to store be sold. Online retail specialists, such as margins that can credibly compete to take advantage of this trend. large quantities of products and are Whatever your approach it is clear Wiggle and StartFitness are also against the international sporting Clearly there are several areas to used to operating a “little and often” that, when done effectively, the own getting in on the act. goods manufacturers. explore when considering an own business model. brand strategy can reap rewards. The trend can be seen right through our trade with the likes of JD Sport, MandM, the Intersport group, “DW Sports and others all finding the right mix between the international brands and their own brands to boost margins and to provide a point of difference to the end consumer ” www.sports-insight.co.uk 40

EDUCATION IS THE BEST MARKETING TOOL Fiona Bugler examines how forward thinking brands are picking up on the rising trend for online coaching, and making education a core value

nline education and The Higher Purpose about a subject or product, meaning back for more with great success. According to an ASICS spokesperson, coaching is big business. In a previous feature for Sports it could be even more effective than Training and educating customers ‘The app experience is very much There’s a plethora of apps Insight, we saw that when it comes pure entertainment. can help a brand build a relationship focused on the user and developing Oand platforms that share at-home to millennials, brands who have a and develop customer loyalty. features and resources to better workouts, provide the ability to higher purpose and seem to be giving Teach them about your Education means providing valuable help each individual to achieve their log and track training and learn back are favoured by the socially products information about the product and running goals,’ however there are of about the best nutrition advice. conscious 30-somethings. Hardly If you’re in the business of sport, showing the customer how to get the course ‘fringe’ marketing benefits, And there’s a big growth in online surprising then that a brand such as you can use coaching/online very best of their product. too. ‘Runkeeper does occasionally education platforms (Linked-in Coca-Cola has included education education as an effective form of A great example of this is offer branded experiences within the Learning, Udemy etc) that are as a pillar of its giving back arm, the marketing – and potentially a way Precision Fit from Mizuno (www. app including challenges, exclusive making learning and developing Coca Cola foundation. to leverage sales. Many companies myprecisionfit.com/) where a user rewards, and more.’ skills something you can do on the Research has shown two thirds of take advantage of education to teach fills in a series of questions about ASICS also recently launched a tube to work and meant education consumers prefer content marketing customers about their products them, their feet, their running style new app called ASICS Studio, with and expertise is available to all. that educates and informs them and to keep customers coming etc. and then is able to recommend a monthly subscription fee of £7.68. a shoe specific to them. Mizuno This is a general fitness app that is originally launched this in 2010 and designed to bring the group fitness have recently added training plans, experience to users whenever extending their bespoke online and wherever they are able to offering. work out. It provides unlimited access to audio workouts led by Brands replacing per- real trainers in strength training, sonal trainers and online cardio, and more – there’s videos, coaches music, and photos and the whole Online training and schedule advice thing can be integrated to the Apple has also been a strategy of ASICS health app. “The digital workout (https://my.asics.com/uk/en-gb), experience is convenient,” says an who acquired the app Runkeeper ASICS spokesperson and, “Offering in 2016.The brand has a well- services that help consumers reach established foundation in education their fitness goal allows brands through its ASICS Institute of to connect with them on a more Sports Science, which carries out personal level. There is a major extensive research and academic trend right now in personalisation presentations. The Runkeeper app and connecting consumers with provides a bespoke training package the products and services they need for runners taking on 5K to marathon when they need them. We expect to and has around 55 million users. see this to continue in the coming

@SportsInsightUK ANALYSIS 41 years and ultimately become more advice, workshops and courses for sophisticated.” customers. For example, Sweaty And it’s not just brands in the Betty have been running classes specific sports market who are in store for ten years, and now getting in on the act. Simply Health, offer a range of 70 free classes for the insurers have partnered with customers that can be booked in the Great Run organisation, and as store, or via its own online booking well as branding of their big races system. Anyone in sports retail will (for example, Simply Health Great know that the experience is what North Run hoarding is now on the matters most. Talking to Marketing Tyne bridge) they have provided Week, global director of digital training schedules to the running and retail marketing at Adidas, company and by doing so have Swave Szymczyk highlighted a positioned themselves as a trusted trend, saying: “Stores will change, expert in all things running, health there will be less products, there and fitness. will be more interactions in stores. And of course, signing up For bigger brands like Adidas it customers to online training will be about providing more and packages and apps gathers data that more of those interesting, creative can be used to shape the business experiences that actually mean and provide the ultimate in tailored something to the consumer.” shopping experiences. A great example of this is Nike’s latest store, A Lasting Legacy built in Los Angeles, which opened As mentioned earlier Coca in July 2018. It was shaped by the Cola’s giving back arm features insights they gathered from the education, and other brands NikePlus App, which according to with philanthropic foundations Nike revealed their customers ‘are are choosing education as a running and style-obsessed. They way to leave a lasting legacy. which focus on getting children line campaign, The School Run. part of that change and making a are on the competitive side but are The Ironman Foundation for into sport, with Nike employees The package includes a family difference is a sure-fire way to gain also visionaries. That reality is what example has teamed up with actively involved, ‘on the ground’, fitness guide, with a selection more loyal and engaged customers. spurred Nike to develop Nike Live, Women for Tri and is providing in community projects. of exercise routines designed to And offering a personalised a new store concept that will be grants for ambassadors and clubs Children are the focus for other keep kids entertained and get the package of goods and services, that inspired by and built as a hub for its to offer workshops and events leading brands, too. As we reported whole family moving in sync. The educates, informs and teaches an local NikePlus members. that encourage more women to in Sports Insight, DW Fitness declared aim of this join marketing individual what they need to know get involved. And Nike’s Global First have got in on the education strategy is to ‘create an ecosystem about your product and services, The Store Experience Community Impact (https:// game by teaming up with the UK's of exercise’. is part what one scholar called Matters communityimpact.nike.com) with four National Governing Bodies Nelson Mandela said: ‘Sport has the ‘new paradigm for business… In the physical space, specialist its stated mission to help kids of Athletics and Running to help the power to change the world’ and Mass market is dead and sports retailers often engage ‘reach their greatest potential,’ busy parents incorporate exercise now, more than any other time, so personalisation is the emerging the local community by offering is funding community projects into their lives with the on and off- do sports brands. Being a genuine trend.’

www.sports-insight.co.uk

RETAIL 43

BREAK THROUGH THE BARRIERS TO MAKE A SALE Paul Clapham gives his advice on how to overcome and avoid price objections

ow much??? You’ve I have heard and read a lot of cases they talk about nothing else and the long-term back-up from us. Don’t ignore any sales objections probably heard variations experts saying that the salesman in their advertising and they are It really will save you money over the but especially price objections. If of this more often than you should never bring up price first. In hugely successful. Meanwhile product’s life cycle. Be conscious that someone says ‘that’s expensive’ Hcare to remember. It’s your basic a retail setting the customer is going customers are telling researchers your definition (and a manufacturer's or ‘more than I’ve seen elsewhere’ price objection, but it need not be the to know the price pretty quickly that price comes fifth or sixth in definition) of life cycle may be quite you have to address that concern. barrier to a sale that many retailers anyway so I’d say lead with it. their priorities. I strongly suspect different to your customer’s. Be pleased that they are engaging treat it as. I have heard this approach used that people are plain embarrassed to Is price your main buying criteria? with you – you might prefer it to be It can come from ignorance. very effectively: “Let’s talk about admit the truth: “yes I often/nearly That’s a hard punch. To a lot of people on another issue, but you have the Grandad wants football boots for his price because you can’t choose until always buy the cheapest option.” it effectively says ‘you’re a cheapskate’. chance to argue your case. grandson and is thinking of the price you know why there are different If the customer says “you’re It also implies that you don’t know Remember that price objections that applied when he last bought a prices and I can’t recommend what too expensive”. You should have a much about snooker, football, tennis are often valid: big name brands are pair for himself. fits your needs and budget until prepared and considered response. or you name it. Whilst that could often over-priced. They have a big Or this could be the sort of we’ve discussed both.” It’s open and “What/who are you comparing be true, it won’t endear you to the marketing budget to support and I chancer who says he never pays the honest which people appreciate and our price with” should be the start customer. Listen for slamming door. suggest that most of your customers marked price. Far too smart, you don’t always get from salesmen. point because plenty of people How good are your prices? If you would rather not pay for that. If see. He always gets a discount. Not I would add that I always feel may be comparing the price of a are talking to a customer only to you’ve got an equally good but less when he’s in your store, I’d suggest. negative about price being left to last premium brand in your store with a have your feet cut from under you on famous brand available sell it and it Do you want a reputation for caving when it happens to me. It feels as bargain brand in another. They may price you are in an uncomfortable will be cheaper, too, so you are doing in to this demand? And he will tell though an important consideration is genuinely not know that they are place. I know because I have been a good job for the customer. everyone. being brushed under the carpet. I also comparing apples with oranges. there: waiting for the price issue to Finally, let’s address the retailer’s I recommend that once you’ve feel that the customer faced with this “What price did you expect?” They slam the door shut on your whole bugaboo – internet sellers. The established what type of product the approach is thinking “this is going to might just say “less than that” but proposition is deeply unpleasant. customer who uses you to try a customer wants, you ask if he has a be expensive” – not what you want . that helps neither party. They may If you are genuinely over priced product and then buys from some budget in mind. That should drag out An important consideration is well be using price as an excuse for you have to do something about it bloke working from his garden any misconceptions. It could equally that customers will swear blind the real objection eg ‘my wife will kill because you will lose every time if shed thinks he’s clever. Wait until give you a fine sales opening – the that price is not a big deal. Oh me if I buy a new cricket bat’. you can’t come close to customer something goes wrong, then he’ll chance to show off your range from really? So how come big retail The reason the price is higher than expectations on price. It is the realise why that bargain wasn’t so premium price to basic. groups boast their prices. In many some is the quality of the product ultimate deal breaker. hot. If you get the chance, tell him so. “ I recommend that once you’ve established what type of product the customer wants, you ask if he has a budget in mind ”

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WWW.SHOCKDOCTOR.CO.UK MY SPORTING LIFE 45 A broken neck can't stop this Ironman in a quest for a world champion medal

im Don had set his heart performances in Boston and Costa on an Ironman word Tony James speaks to Tim Don about his horrific Rica? “I was very happy. They were champion’s triathlon medal good indications of my fitness levels Tbut instead he wound up with a halo. injury and the road to recovery and moving forward I can hopefully That’s the name medics give to a go even faster. I am racing in the fiendish-looking metal contraption Hamburg Ironman to try to qualify screwed into the head of someone for Kona and then another 70.3, but with a potentially-fatal broken neck. we haven’t decided which one.” A three-time Olympian and It seemed inevitable that Don world record- would become a triathlete. He grew holder with an iconic career that up in a sporting home – his father, spanned two decades, 40-year-old former Premier League referee Don’s horrendous accident in Philip Don, officiated at the 1994 October last year would probably World Cup. have put paid to the career – or Growing up in Hampton, perhaps even the life - of any southwest London, Don swam ordinary mortal. before and after school and later Tim Don is no ordinary mortal. joined Hounslow Athletic Club Three months of constant pain while where he trained for five years wearing a steel frame screwed to his with a young athlete from Somalia skull only strengthened his resolve to who couldn’t speak much English. get back into world elite athletics and Whatever happened to Mo Farah? now, after less than a year, he has. Don could run, he could swim Recently he won the Ironman 70.3 and he had a mountain bike. By 1993 Costa Rica triathlon and ran this he was in the UK junior triathlon year’s Boston Marathon in his target team and won the world junior time of two hours 49 minutes as part championships in 1998 before of his plan to qualify for October’s turning professional and competing Ironman world championships. If in three Olympics, finishing tenth in he does, he will achieve what will be Sydney in 2000. generally regarded as a something of Despite winning both the London a medical miracle. triathlon and the Everyone’s rooting for Don. “We championship in 2007, Don had are delighted to be working with become convinced that he was more one of the biggest names in triathlon suited to endurance than speed and and will help and support him any switched to elite Ironman , way we can to aid his recovery and reckoned some of the toughest assist him in getting back to his very ordeals in sport. best,” said Sam Begg, sponsorship It’s not hard to see why. In and partnership manager of leading line with his teeth which could affect Don promptly gave the go-ahead, Pins came loose and needed Olympic triathlons, athletes swim triathlon swimwear brand Zone3, the blood supply to the brain. and a brace resembling a medieval screwing back into his skull, 1.5km, cycle 40km and and run 10 with whom Don has signed a long- “I had gone from being in the torture device was fitted two days but nothing could dampen his km, while a full Ironman involves a term contract. best shape of my life, the current after the crash. determination to return to swim of 3.8km, a 180km cycle ride “Not only is Tim a tremendous world record holder and a favourite It was so painful that Don competitive running and four and a full-length marathon. athlete but his positivity, resilience for the race, to being on painkillers snatched cat-naps of no more than months later he was back in training Why did he choose an event which and determination are something to and not able to move.” So was there 90 minutes sitting in a chair, and for the Boston marathon, the halo seems to have all the ingredients be admired.” anything to be done for the man described the continual adjustments replaced by a soft neck collar. of unadulterated torture? “It was Everything was going so well. desperate to resume his career as a as “like tightening a seat-post on a The road which he hopes will lead a natural progression” is how Don Two days before the Ironman world world class athlete? bike.” He couldn’t dress, shave or back to Kona has been tough. “Every puts it. “I had raced International championships were due to be His doctor laid out the options. shower and his forehead swelled day I have to look after my neck Triathlon Union for many years and held in Kailua-Kona, Hawaii, last A hard collar would let the bones where the pins were screwed in. and upper body. I have tried to be I still wanted to have a crack at Kona. October, Don was in top form ahead mend on their own, surgery would His right side was black from consistent in all three disciplines and “Age was catching up so I made of what he believed would be the fuse the vertebrae, but would limit bruising and swelling and painkillers listen to my coaches and my body.” the decision to move up to 70.3 and biggest race of his career movement and call an end to his first had disastrous side-effects Don told us: “There have been Ironman. You need to train hard, This was the one he wanted. Then class running career. Or he could But Don never wavered in his massive changes in my training and coming from ITU you need to in a split-second came disaster. He have a halo. determination to return to top-flight regime. To train for a race that lasts train smart and respect the distance. was completing his final cycling This was a metal stabilising frame running. “I’m going to recover,” one hour 40 minutes to a race that You need to have the right kit and training session when he was in a screwed to the skull with titanium he said. “I’m going to push the last eight hours you have to have I have loved using Zone3 products. collision with a truck and woke up pins and wearing it for at least three boundaries and come back as soon as more volume and specific tri work in Just knowing the quality and in hospital with a broken neck and months would be what the specialist I can, as best I can and try to be even training, as the two are so different. development behind each product the news that his racing days were described as “pure torture.” But it better than before. Why not?” “Training is going well and I gives me confidence.” probably over. was the best option for a complete Which was why, despite the pain am working hard to get back to As this year’s Kona triathlon He remembers: “I was recovery with no limitations in the and medical advice, he was on his being at my best. I’m doing lots of approaches, Don has every unconscious for about 30 minutes long run. exercise bike only weeks after the strength and conditioning because intention of being there if it’s then I remember being taken for Anyone less determined than Don crash. Soon he was in the gym every I lost a lot of muscle mass in my humanly possible. “I don’t want to scans.” He was found to have what might have had second thoughts, day doing core conditioning work. At neck, shoulders and chest. It’s an be second in the world. I want to be is ghoulishly called a “hangman’s but hearing there was a 90 per cent one point he fainted when the screws arduous process.” the best no matter what, and I’ll do fracture” – damage to a vertebra in chance of a 100 per cent recovery, put too much pressure on his skull. Was he pleased with his whatever it takes.” “ I had gone from being in the best shape of my life, the current world record holder and a favourite for the race, to being on painkillers and not able to move ”

www.sports-insight.co.uk 46 UNDER THE COUNTER A sideways look at the world of independent retailing Corporate bonding – I'd rather have a thermos of tea

hat this shop needs,” to be liked and to spend the days in activities are booming to the tune waded into icy streams. It was one of up the cigarette lighter I'd pushed said my assistant cosy chat. After all, I worked with of £100 million a year and at the the most enjoyable weekends I'd had under the door. Eventually after a Norman. “Is some my dad for 20 years and we never last count, over 2,000 companies for some time. vote of four to three with Wcorporate bonding. Do you realise we once discussed our visits to a cranial now offer courses ranging from On the last evening, nine shell- two abstentions, they decided to haven't spoken a word to each other osteopath, or anything else much, wandering round Dartmoor in your shocked and weary salesmen were remain prehistoric and in the dark. since the tea-break. You haven't come to that. underpants to balancing an egg on locked into a pitch-dark concrete I got my lighter back and went to even asked me about what happened In fact, he'd been retired for nearly a pencil, which in some mysterious cave and told to create a prehistoric the pub. at the cranial osteopaths.” a fortnight before he got around to way, are supposed to make you society. Hidden in the cave were Afterwards, the prehistoric When I said I thought corporate telling me, although I was beginning better at your job. candles and fire-making equipment captives gave me a right rollicking for bonding sounded like a new sort to notice I was by myself in the shop. I once heard somebody remark which they had to find in the dark. trying to destroy team commitment of superglue, Norman said that he I was starting to wonder if I should that “corporate bonding is a lot of After an hour of overhearing and not entering into the spirit of could call it social motivation if I report his absence to someone when people doing what I say and which them discussing forming a strategy comradely co-operation. They said preferred, or even togetherness he rang to say he was fishing on the allows you to blame someone else.” committee, I shouted through the with that sort of attitude I'd never get therapy, but it all boiled down to Norfolk Broads. The weather was He ended with: “Pride, commitment, ventilation duct that there was a a job in their company. being pleasant to each other in the lousy but he had caught a couple of teamwork - they’re all words bosses trapdoor at the back of the cave and a To be honest, having to buy your name of business efficiency. nice chub. use to get us to work for free,” which good pub down the road. own insurance stamp and listen to And in his humble opinion, Could I tell my mother that he was was a bit ironic, coming from a man After discussing the ethics of Norman droning on about cranial business efficiency at Elite Sports still alive, if damp, and would be back who had been fired that morning for the situation, they formed a sub- dysfunction, still seems a pretty good Enterprises was pretty thin on the at the weekend? But to tell the truth, dipping into the petty cash. committee to decide whether to pick alternative to me. ground at present. I'm not sure she had noticed he'd In fact, I did once experience a Apparently there's something gone, either. bit of corporate bonding, (which is called the Work Force Commitment Ok, dad and I may not have done a something I would prefer you kept Index which shows just how well lot of hugging and high-fives (none at to yourself), which stemmed from workers get on with the boss and all, to be honest, although he did once an invitation from a cellular vest how much the boss appreciates his straighten my tie when we had been company to take part in a "rapport staff, and Norman was obviously called in by the bank manager), but workshop" weekend for their very keen to tell me about it. business was a darned sight better employees at an adventure centre in “There was a sample than it is now, I can tell you. Surrey. questionnaire in the Sunday Times But the bad news is that now the Fortuitously, I ricked my ankle business section,” he said. “My pressure is on us antisocial loners to within minutes of arrival and as a score didn't even reach as high as reform, or to perish like dinosaurs in result was drinking a thermos of the 'Have you thought about getting the Ice Age. There is even a thriving tea in the car and listening to the another job?' category.” industry devoted to making us Archers omnibus as frightened I don't exactly know where he got pretend to be nice to each other. flabby folk fired paint guns at each the idea that you actually go to work It seems that "corporate bonding" other, clung shuddering to cliffs and

@SportsInsightUK 07/06/2018 11:59

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