THE PRINCIPAL TRADE MAGAZINE FOR UK SPORTS RETAILERS, MANUFACTURERS AND DISTRIBUTORS

SportsInsight MAY 2005 www.sports-insight.co.uk NEW PRODUCTS CONTACTS TRADE NEWS BETTER BUSINESS INSIDE THIS ISSUE

COMPETITIVE EDGE Why effective staff training is crucial to your long-term success

IN SEASON Focus on table tennis, fitness, running and football INCREASE SALES Give your customers a discount deal VisionaryVisionary ThinkingThinking

MINORITY SPORTS How to cash in on profitable niche markets For more details: Tel No. 01254 278873 e-mail [email protected] POWERING PERFORMANCE

At EAS we understand the no excuses, no pain, no gain philosophy and we know that nutrition affects performance! The Myoplex range supplies a balanced blend of protein, vitamins and minerals to provide the essential nutrients needed to maintain an active lifestyle. So for all athletes out there who eat, breathe & live their sport, lucky for them, so do we.

WELCOME TO EAS

EAS, the world’s leading sports nutrition company, provides a diverse range of optimally balanced supplements to support fi tness training and recovery.

For more information on the benefi ts and opportunities of being an EAS stockist, contact 0870 350 3270.

www.doping-free.com

the world’s no.1 sports nutrition company, is proud to be the offi cial sports nutrition suppliers to

EAS-UK Ltd, tel: 0870 350 3270 www.eas-uk.com A-LINE UK

Italian style and quality in the UK. Contact us for details of our new range of footwear, club kits and accessories.

A-Line UK, 4 Northgate Close, Mansell Way, Tel: 01204 478899. Fax: 01204 690102. Middlebrook, Horwich, Lancashire BL6 6PQ. www.a-line.it Email: [email protected] IN THIS ISSUE Sports Insight, working with CONTENTS 05.05 ABC Certification Sports Insight has a current ABC certified circulation of 5,225 (audit period January 1, 2004-June 30, 2004), 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 also demonstrates a media owner’s integrity, in their willingness to be audited and to conform to industry standards.

COVER STORIES 9 NAME GAME Sponsorship news 22 COMPETITIVE EDGE Sports Why effective staff training is crucial to your 10 TRANSFER MARKET Insight long-term success Industry movers and shakers Editor: Jeff James Tel: 01273 719900 Email: 30 MINORITY SPORTS 14 RETAIL THERAPY [email protected] How to cash in on profitable niche markets Owen Sports and Snowsports World, Carmarthenshire, Assistant Editor: Catherine Eade Wales Advertising Manager: Keith Shaw-Marshall 54 INCREASE SALES Tel: 01206 505947 Email: [email protected] Give your customers a discount deal Fax: 01206 500243. 15 60 SECONDS INTERVIEW Advertising Executive: Charmaine Coyle David Brint, managing director of Footie Chick Tel: 01206 500241 Email: [email protected] REGULARS Fax: 01206 505935. 18 WHAT’S NEW Group Advertising Manager: Andrea Hale 6 WHAT’S NEWS The latest lines from the world’s leading manufacturers Group Editor: Ted Rowe The latest headlines, key dates and events Publisher: Matthew Tudor 58 E-TAILING Art Director: James Philp 7 WHAT’S HOT How to choose the best hosting service for your Designer: Scott Jukes KooGaSKIN website Reproduction: Ace Pre-Press. Tel: 01206 797541 Accounts: 01206 505958 8 DIARY DATES 66 UNDER THE COUNTER Published by Maze Media (2000) Ltd., Castle House, 97, High Forthcoming trade and consumer shows A sideways look at the world of independent retailing Street, Colchester, Essex. CO1 1TH

All contents (c) Maze Media (2000) Limited. The views expressed in this magazine are not necessarily those of the publisher. Every effort is made to ensure the veracity and integrity of the companies, persons, products and services mentioned in this publication and details given are believed to be accurate at the time of going to press. However, no responsibility or liability whatsoever can be accepted for any consequence or repercussion of responding to any information or advice given or inferred. No part of this publication may be copied, broadcast, interpreted, or stored, in any form, for any purpose, without the written permission of the publisher.

ABC certified circulation: 5,225 (audit period January 1, 2004-June, 30, 2004)

YOUR FREE SUBSCRIPTION Don’t forget to register for your free subscription to Sports Insight. To do so simply visit www.sports-insight.co.uk click on ‘Free Sample Copies’ and fill out the online form.

04 SPORTS INSIGHT FEATURES 16 TOGETHER EVERYONE ACHIEVES MORE Joining the Sports Traders Alliance Group could be the best move you ever made 26 WINNER TAKES ALL Sportsmen and women have always coveted trophies and medals 60 SELLING ONLINE How to develop a successful multi-channel approach to your business

IN SEASON 34 TABLE TENNIS We talk to Ransome Sporting Goods managing director Alan Ransome about the UK table tennis market 39 FITNESS The desire for all-round fitness is something that retailers can tap into throughout the year 44 RUNNING The number of runners in Britain is still on the increase 50 FOOTBALL

www.sports-insight.co.uk 05 WHAT’S NEWS ALL THE VERY LATEST IN THE SPORTS INDUSTRY...

Putting on a show TaylorMade, A sport brand-leader

At Roland Garros the Mark Ibbotson on how to maximise returns from your • 'We make your racket play better, so you play better too' stringers really put on stringing machine • 'Professionals understand the importance of good racket a show stringing. Feel the benefits for yourself' So you've got that stringing machine. How do you make the most of it? You need to decide on a core range of strings to offer. Locate the machine somewhere visible in the shop. You Start at the top and work down. You need to show a top need good light to string, so near a window is a good option, end string, even if you think that you won't sell it much. otherwise create an area where you can make the best use of You might be surprised. The margin may not look as artificial lighting - installing spotlights is a good idea. good, but the customer satisfaction will be important. Position the machine so that the stringer can be facing A customer may bring back three of his old rackets for the rest of the shop and the customers who come in. You'll you to string in some cheaper string for use as spares. need some elbow room around the machine and the stringer There are a lot of rackets out there that haven't seen the needs access and room to extend and unravel the string. light of day for a while. Many customers will have a Have a board behind or near the machine where you can restring on an old racket and, at the same time, buy a advertise the stringing service and display your price list. new one. Enlighten your customers and increase your Remember that when the machine is not being used, some sales. customers will not actually know what it is and what it does. Mark Ibbotson is Director of Smash Sports, UK distributor of Tecnifibre rackets and strings. Go for punchy phrases to sum up what you can do for Smash Sports, PO Box 513, Walton-on-Thames KT12 your customers, such as: 5YX. Tel: 0870 242 2070. Email [email protected] • 'Professional racket stringing service HERE' Next month: Choosing your string selection and pricing • 'Onsite, same-day or while-you-wait stringing service' your service.

06 SPORTS INSIGHT Send your news stories to the Sports Insight news desk at [email protected] or call 01273 719900

“He has a face like a well-kept grave.” What’s Hot Jack Leach on Lester Piggott

KooGaSKIN

Shak Anwar, Director at KooGa Rugby, talks us through the company's latest launch KooGaSKIN is the latest range of elite performance rugby apparel to be introduced by the company. Made specifically for rugby players, the KooGaSKIN is a range of athletic-fit training kit designed to regulate the player's core temperature.

Features and benefits Incorporating a unique fabric made using a combination of Spandex and Sorona, a revolutionary new textile developed by DuPont, KooGaSKIN conducts perspiration away from the body and forces it to the outer layer of the garment where it evaporates. As a result, KooGaSKIN provides unrivalled moisture ventilation and heat retention, enabling the player to maintain peak performance in any climate. Sorona is manufactured using the fermentation of corn sugar, replacing the less effective use of traditional petrochemical products, which gives the fabric a special spring-like molecular structure and provides revolutionary levels of stretch and recovery. Combined with the softness of nylon, it provides comfort during performance. The KooGaSKIN range is ultra soft and acts as a protective layer - like a second skin - against abrasion from rugby shirts and the rigours of extreme impact. With intense stretch, recovery and fit capability and built-in high-tech stain resistance, it’s designed to help rugby players perform at their best. It can be worn as a base layer under kit in the winter and on its own in warmer conditions.

How are the products marketed? As well as being worn by players from some of the UK's leading rugby clubs, including Newcastle Falcons and the Neath Swansea Ospreys, KooGaSKIN comes packaged in custom-made boxes that are easy to stock and display. Part of the box is cut away, so buyers can feel the material before purchasing. This is an important element as the fabric is ultra soft, making it very different to what's currently available in technical rugby gear. The packaging will also display the KooGaSKIN 'molecular' logo exclusive to this range, which comprises six garments in two colour combinations - black and charcoal/ grey and black - and come in sizes small-XXXL. Promotion for the product will take place in the key rugby press and through club websites and newsletters.

www.sports-insight.co.uk 07 WHAT’S NEWS ALL THE VERY LATEST IN THE SPORTS INDUSTRY...

Diary dates

Retail Solutions 2005 Now in its 25th year, top technology exhibition Retail Solutions provides a forum for retailers to meet over 250 STAG Members suppliers and see the latest ground- Show, in breaking technologies. Outdoor association with A free seminar programme is also Preview available at the event and covers Sports Insight areas such as Chip and PIN, fraud At Outdoor Preview you’ll be able to Seventy-five suppliers will be and theft, self checkout and wireless see the leading brands from the exhibiting and an expected 150 STAG communications. outdoor sector showing apparel, footwear and equipment. The event members will attend, making this the When: June 7-9, 2005. will be a great opportunity to preview largest buying show in the UK for the Where: Birmingham NEC. the latest ranges, identify key product independent sports trade. Admission: you can register for free lines and compare brand against When: November 20-21, 2005. entry at brand. Where: Heythrop Park Hotel & Country www.retailsolutions2005.co.uk When: July 6-8, 2005. Club, Oxfordshire. Organiser: Emap. Where: NEC, Birmingham. For further information: call Stag on Opening times: 9.30am-4.30pm. Admission: Trade only. FOC. 01793 715400. Organiser: Outdoor Industries Association: Tel: 0208 842 1111. Opening times: TBC.

OutDoor Fair ISPO 'One Step Beyond' is the new slogan for the Outdoor trade show, Europe's Summer 05 leading event for the outdoor Europe’s biggest trade show plays host industry. to around 1,500 exhibitors from all The top 100 best-selling market over the world. The event is divided leaders, as well as many other into sports-specific halls for easy companies that have made a name navigation. for themselves in the outdoor market, will be exhibiting, with more than 70 When: July 3-5, 2005. per cent of exhibitors coming from Where: Munich Trade Fair Centre, abroad. Munich. When: 21-24 July, 2005. Admission: In advance: one-day ticket Where: Friedrichshafen, Germany. EUR 17 (approximately £11.50). Two-day Admission: four-day ticket in ticket EUR 26. Three-day ticket EUR 34. advance - EUR 26 (approximately At the fair: one-day ticket EUR 29 £17). EUR 39 (approximately £26) on (approximately £20). Two-day ticket EUR the door. 39. Three-day ticket EUR 47. Catalogue (EUR 10) can be ordered in Organiser: Messe München GmbH advance from www.european- Exhibition website: www.ispo.com outdoor.de Opening times: Organiser: The European Outdoor Sunday-Monday 9am-6pm Group. www.european-outdoor.de Tuesday 9am-5pm. Opening times: Thursday-Saturday 9am-9pm. Sunday 9am-5pm.

08 SPORTS INSIGHT Send your news stories to the Sports Insight news desk at [email protected] or call 01273 719900

“If you want to know what you'll look like after 10 years, look in the mirror after you've run a marathon.” Name game Jeff Scaff Sponsorship news

HUMMEL has signed a kit deal with Hearts FC - and the club's chief executive, Phil Anderton (pictured left), is delighted with the agreement. He said: "It is good news to be working with a great DUNLOP has agreed a four-year tennis apparel and racket sponsorship deal with company like hummel who have a lot of history and heritage in Greg Rusedski. Britain's number two joins a long list of players to be associated football and who have a great range of products. We are with one of the most successful sports brands of the 20th century, including committed to working as partners to deliver value for Heart of Steffi Graf and John McEnroe, the player who influenced and inspired Rusedski Midlothian. to take up the game. "With this deal we are absolutely committed to making sure “Back in the 60s more than 60 per cent of all players at The Wimbledon that we go out and get the best-ever record of sales for the club. Championships used Dunlop and sponsoring Greg Rusedski is one of the many We spoke to a number of potential partners and hummel offered steps of re-launching the brand,” says Chris Ronnie, CEO for Dunlop. the best deal for us." “Being associated with prestigious tournaments and players gives Dunlop a Jens Binek, financial manager at hummel, was also happy to tremendous platform to take the brand forward with both major international see his company strike up their first-ever deal with a Scottish sponsorships and product lines.” football club. The company currently supplies kit for Aston Villa, among many other clubs throughout Europe, and has also been involved with, at different times, Benfica, Verona, Real Madrid, Tottenham, Feyenoord and Brøndby. When asked, why Hearts?, Binek told Sports Insight: "We want to be one of the top five team sport brands in the world and we can see big potential at Hearts. The club has a good history which you can build something around."

WOODWORM has signed England cricketer Andrew Flintoff to a lifetime deal that will see him endorse the brand until he retires from cricket. The deal follows news that Woodworm is one of the fastest selling brands in the UK, just three years after the company was formed. Joe Sillett, managing director of Woodworm, says: "We share the same goals - to reach the top and to do so having as much fun as possible. To have Freddie on board for the rest of his career is a massive additional boost to the business at a time when sales have already gone through the roof."

LACOSTE has recruited Andy Roddick to become part of its Lacoste Tennis Team in a five-year deal. “I've always thought Lacoste was a fine company with a great tennis history and awesome clothes,” says Roddick. “I am absolutely thrilled to be associated with such an amazing company.”

JOMA UK will be the official kit and footwear supplier to Cardiff City FC from the 2005/06 season. The company has agreed a three-year deal to supply a full training wear collection plus both home and away strips, which is exclusive to the retail distribution channels of Cardiff City. Leisure and sports footwear ranges are also part of a supply package that are set to expand as the contract develops.

www.sports-insight.co.uk 09 WHAT’S NEWS ALL THE VERY LATEST IN THE SPORTS INDUSTRY... Mitre takes kit award Transfer market Industry movers and shakers where he is responsible for sales for the Topflite and Hogan brands within the same territory. He has over 15 years' BRUNOTTI EUROPE has announced that Caron van den Brink experience within the golf industry and has an excellent track has joined its marketing and communications department. record, working with Diawa for eight years prior to joining She will be responsible for sponsoring riders and events. Topflite. GLENBRAE has appointed Mark Birchill as its new sales “The appointment of a high quality sales professional manager for the Midlands and South Wales regions of the such as Mark will without question assist our efforts in these UK. two key territories,” says Glenbrae general manager, Giles Birchill joins the business in June from Topflite Golf Birkhead.

COLUMBIA SPORTSWEAR INTERNATIONAL, AG has named Clemens Weigand as its new regional sales manager for Germany and Austria. Weigand will be responsible for managing all sales functions in the German and Austrian markets. He will report directly to André Pierre Bonamy, European Sales Director, and will be based in Munich, Germany. Prior to joining Columbia Sportswear, Weigand, 37, held senior sales and marketing positions with Nike Germany and Adidas Europe as Footwear Sales Manager and Senior Key Account Manager respectively.

ZENDOR, the fulfilment and distance selling expert, has recently launched its new Channel Development service, with Simon Weigh promoted to head up the new operation. Weigh has been working for Zendor since 2001 as business development manager, advising clients on developing their home shopping businesses. He will continue to work closely with retailers and manufacturers to explore their business potential, while focusing more on the implementation of multi-channel strategies and planning, providing customer analysis and insight and advising on direct marketing opportunities across channels.

Direct Golf UK wins web awards Direct Golf UK, Europe's largest multi-channel specialist golf retailer, has won two Hitwise Top 10 Awards in recognition of its website's outstanding performance for the period January to March 2005. The awards rank the company's site as number one by visits in the 'Sports-Golf' category and number eight by visits in the Shopping and Classifieds Sport and Fitness category. Hitwise (www.hitwise.co.uk) is an independent online measurement company. Each day the company monitors over 25 million internet users and provides intelligence to over 1,000 companies. The awards independently endorse the Direct Golf UK website, which can now display the Hitwise Award shield on its homepage. “We are delighted that we have been awarded this prestigious accolade,” says Direct Golf UK's managing director, John Andrew. “Our website is a critical component of our multi- channel retail strategy and to achieve a number one ranking in our industry sector indicates that we are delivering an online environment that is exactly what our customers want.”

10 SPORTS INSIGHT Send your news stories to the Sports Insight news desk at [email protected] or call 01273 719900

“You have to be suspicious when you line up against girls with moustaches.” Sporting Calendar Maree Holland

DESIGNER SPORTS WINS SNOOKER AWARDS JUNE 2nd-5th Golf: Wales Open Designer Sports of 4th Football: World Cup Qualifiers Home Nations Redcar are Sports & 4th-28th Rugby Union: IBS World Sevens Leisure UK's Member of 4th-July 9th Rugby Union: British and Irish Lions Tour the Year for Snooker. 5th Judo: English Open Championships As reward BCE, the 6th-12th Tennis: Stella Artois championship sponsor of the award, 7th-17th Pool: World Championships 8th Football: World Cup Qualifiers Home Nations provided the retailer 9th-23rd Basketball: NBA Finals with tickets to the 13th Cricket: NatWest Twenty20 International Finals of the Embassy World Championships, which took place in Sheffield on England vs Australia May 1-2. 16th-19th Golf: US Open Says Designer Sports owner, Denis Hodgson: “We've been growing our 16th-July 2nd Cricket: The NatWest Series snooker and table games business for a number of years and, I have to say, 18th-19th Darts: English Open BCE have been very helpful. 20th-July 3rd Tennis: Wimbledon Championships “We stock their snooker tables, cues and accessories all year round and 25th-26th Pool: International Masters do very well with their table games at Christmas.” “The independent trade is very important to us and sponsoring the group's Member of the Year Award for Snooker plays a small but valuable JULY part in our ongoing relationship with Sports & Leisure UK and its members,” 2nd Cricket: NatWest Series Final says Tom Condron, BCE's Sales Manager. 7th-10th Golf: Scottish Open “Designer Sports make the most of their snooker business by advertising 7th-12th Cricket: NatWest Challenge England vs Australia and using our catalogue to supplement their in-store offer. They are deserved 14th-17th Golf: The 134th Open Championship winners and we are pleased to present them with this prestigious award.” 21st-September 12th Cricket: The Ashes 30th Cricket: Twenty20 Cup Final

AUGUST 6th Football: Championship season begins 6th-14th Athletics: IAAF World Championships 11th-14th Golf: PGA Championship 13th Football: Premiership season begins 27th Rugby League: Powergen Challenge Cup Final 29th-September 11th Tennis: US Open

SEPTEMBER 1st-4th Golf: European Masters 3rd Cricket: C&G Trophy Final 8th Triathlon: World Team Championship 8th-11th Judo: World Championships 15th-18th Golf: HSBC World Match Play Championship 29th-Oct 2nd Golf: Dunhill Links Championship

OCTOBER 1st Athletics: IAAF World Half Marathon Championships 8th Football: World Cup qualifiers Home Nations 12th Football: World Cup qualifiers Home Nations 27-30th Golf: Volvo Masters New supply agreements for STAG STAG has confirmed new supply agreements with UK Gear, Cimac, Berlei and Tecnifibre. The buying group has also reported it is currently recruiting approximately one new retailer a week. “We have spent most of April cementing closer working relationships with suppliers and retailers,” says STAG Sales & Marketing Director, Ricky Chandler. “New emphasis has been put on our promotional programme, with new involvement from the likes of Puma, Speedo, Mitre, Zoggs, Golds Gym, Russell Athletic and Aquasphere. This is a direct mailer to all members with special offers from leading brands.”

www.sports-insight.co.uk 11 WHAT’S NEWS ALL THE VERY LATEST IN THE SPORTS INDUSTRY...

Free from TAG Heuer TAG Heuer has recently announced a significant upgrade for its range of precision sports timers.

Whilst these devices already represented good value with excellent performance and quality, they really need to be used in conjunction with specialist software in order to get the best results from them. TAG Heuer is now offering its own high quality software, which can be downloaded from the internet free of charge, for use with the company's timing devices. Existing software users can upgrade their software to the latest version but it is recommended that they contact the UK dealers, Sports Timing Services, before doing so in order to seek guidance. For information on the range of TAG Heuer products ring Sports Timing Services on 08700 110686 or go to www.sportstimingservices.com Should you wish to obtain further information on the company or its products and services, call David Jones on 08700 110686 or email [email protected]

TSIF to hold TOPSPORT DIRECT is members' 'Open UK distributor for Forum' Koldblue

The Sports Industries Federation will be TLP Industries has appointed Topsport Direct Ltd of holding an open forum for members at Abingdon, a member of The Sporting Advisor its head office in Stoneleigh Park on June Group, as the UK distributor for cold therapy 9. The objective of the event is to identify product, Koldblue. and debate key issues affecting the sports Paul Male, chairman of Topsport Direct, is market. David Pomfret, Operations Director of delighted to have teamed up with Mel Batty - no Says the Federation's Operations The Sports Industries Federation stranger to the sports trade - to sell the Koldblue Director, David Pomfret: “The sports products into the sports trade. industry has evolved at a rapid rate over the past few decades and shows no sign of slowing The reusable cold compress bandages, down. We firmly believe that such a meeting will only prove both important and beneficial to compress pads, vests and blankets are ideal for our members. acute injuries, sprains and aching joints as well as “We aim to establish a clear agenda, with a firm platform on which to move forward and muscle cramps, tennis elbow and tendonitis. address matters in a unified manner to the benefit of all our members. We have taken the They're also suitable for use after surgery - opportunity to arrange a meeting with the office of the Rt Hon Richard Caborn, Sports Minister, especially keyhole surgery - where swelling has Department of Culture, Media and Sport, to ascertain how TSIF may work more closely with occurred. Government through its associations.” Koldblue products are impregnated with a When prompted on the issues, thoughts and ideas he believed important, Pomfret said: cooling gel to give hours of relief and can be used “The members will decide on this. We believe that the industry has an important role to play in straight from the packet. They come in four sizes shaping the future of the sports market, and by the pooling of thoughts and ideas will establish and provide total skin contact, allowing freedom of the way forward.” movement as it conforms to the body area. For more details on the open forum call Jane Montgomery, Head of Membership, on For further information on the Koldblue range 02476 414 999 ex 210. Alternatively, email: [email protected] call Geoffrey Heritage on 01235 553899, email [email protected] or fax 01235 540111.

12 SPORTS INSIGHT Send your news stories to the Sports Insight news desk at [email protected] or call 01273 719900

NOMIS "It was weird. They were throwing stones and tomatoes...all sorts of things. At one point a dead pigeon just missed me." takes on the Japan midfielder Toshyia Fujita on his last visit to Iran's BIG BOYS Azadi stadium

It's not often that we in takes place. The NOMIS range isn't exclusive to soccer Britain can boast of having either as the technology has been integrated into in our midst a man who gloves transcending across multiple sports has truly influenced the including golf and rugby. world of sport on a The fundamental concept for sport that global level. the wetter a glove or boot gets the more Simon Skirrow, born in grip is created has major consequences Leeds, is the former Senior for performance. This brand is truly Vice-President of innovative. sportswear giant Adidas, and along with Aussie soccer star Craig Johnston developed the now famous Predator range. Ten years later the Predator has sold a staggering 90 million pairs worldwide and are worn by the likes of Beckham, Wilkinson and co. His new range of boots, manufactured under his own brand name of NOMIS, is set to cause a stir and Skirrow is justly proud of his new shoe, which actually provides the wearer with more grip on the ball whatever the weather. “The technology integrated into the boot is subtle but it's there and I think we have come up with a range that potentially can give every young player a different dimension to buying a shoe rather than having their choice made on price or colour,” he says. “With normal boots, even the Predator, the presence of any moisture causes the ball to just aquaplane off the boot and you can't get any grip. The large majority of training and games take place when the pitch is wet, whether it be from rain or from dew at night, etc, and the NOMIS boots actually give you more grip in the wet. In fact, the wetter it gets the more grip you get. “In the NOMIS Wet Grip boot the important thing for players to remember is that, although the shoe uses water to advance the grip on the ball, it doesn't actually absorb the water and get heavier. Unlike most other boots, it rejects the water. Our leather absorbs just one per cent of the weight of the boot, whereas other major boots we tested absorb up to 20 per cent. “Our boots also offer superb comfort because we've built them more like a running shoe, so you've got this wonderful cushioning underneath combined with the technological advancements on the outside.” Skirrow sees his new boot as the natural evolution of the Predator concept. “When Craig and I both left Adidas there was a feeling that nobody remained who had really embraced the concept right from the beginning,” he says. “Consequently, the Predator hasn't really moved on from the original design.” The fashion conscious will be delighted too as the boots look fantastic with a modern, slick design. They're available now for trial at various Intersport shops, which will be one of the first retail groups in the country to receive them in July when the actual launch

www.sports-insight.co.uk 13 WHAT’S NEWS ALL THE VERY LATEST IN THE SPORTS INDUSTRY...

Retail Therapy “Surf brands are selling well, according to Peter Owen” Owen Sports and Snowsports World, Carmarthenshire, Wales

SI: What do you feel are the biggest barriers to business? PO: The attitude of the major sporting manufacturers - Nike, Reebok and Adidas, in particular. They want to dominate the market to the extent that there's no competition. Back in the days when I began in sports retail, you used to see reps and agents all the time, but that's changed. We hardly see anybody now. The big companies don't bother with reps anymore - there's no contact at all. We buy product over the internet or go to shows. But I miss the contact with product, I think if I saw a Nike rep I'd do £10,000 more a year. My Nike turnover used to be about £60,000 a year, now I think it's down to £5-£6k because we don't see any product. They can't be bothered with the small independents any more.

Peter Owen owns and manages his own small independent SI: What do you like most and least about the business? chain of three sports shops in Wales: Owen Sports in Brecon PO: I spend most of my time on the shop floor, talking to and Snowsports World in Carmarthen and Port Talbot. people - I like that part, and of course the sales side of it, A former PE teacher and captain of his local rugby club, promotional evenings, planning and so on. I hate all the and now a keen skier and cyclist, Owen started supplying rugby paperwork and feeling like I'm a tax collector for the players with boots in the early eighties. His small-scale initiative government. grew from there into the opening of a small sports shop in Carmarthen in 1981. SI: What are your current bestsellers? Two moves to bigger premises followed, and in the nineties PO: Rugby shirts and anything endorsed by Gavin Henson. He's he opened two more outlets, in Brecon and Port Talbot. He the golden boy of rugby at the moment so - a bit like David splits his time between the three shops, spending the bulk of Beckham a few years ago - product that's got anything to do his time in Carmarthen. with him goes well.

Sports Insight: How has trade been in the last 12 months? SI: Anything not selling well? Peter Owen: Last year was good, the ski season from January PO: Sports clothing in general. We've had to replace it with to March was good, but in the last month trade has gone more fashion items. The younger lads of 10-16 years aren't down drastically. The feedback I've had from other retailers all wearing sports pants as a leisure product any more - they're over Wales and in the Midlands is that business is tough there wearing jeans. Lady's yoga pants and workout pants are still too. That business with the Rover plant at Longbridge has selling well, but we've cut down by about a third our buying on worried a lot of people and they don't know what's going to the clothing side and switched to fashion. Brands like Quiksilver, happen. People are wondering if they're going to lose their O'Neill - the surf-type brands - go down well. jobs. So it's tough on the high street at the moment. SI: Are there any trends you've noticed recently? SI: Do you have any local marketing strategies? PO: We are finding that people are using the countryside a bit PO: Number one is the internet site, second we use the local more for cycling, running and walking. And there are a lot of press and thirdly we support a lot of charities and local sporting triathletes around here - that's definitely grown in recent years. organisations. SI: How far are you into the online side of retailing? SI: How do you compete with the big retailers? PO: We actually changed the name of two of our shops to PO: You're always going to lose out if you go head to head Snowsports World because we'd set up an internet site called with the big retailers. We target the smaller market towns that for people to go online and take a look at what skiwear we rather than cities a, because rents are too high and b, the stocked. The site is currently just for browsing and information, competition with JJB is something you can't do. JJB's buying but we'll be setting up the ecommerce side next year so people power is so high - they get products a month before we do. will be able to buy online. We do ski-hire clothing on the internet too. I think 10 per cent of our business will be done SI: How do you keep customers coming back? over the internet in the next two years. PO: I would hope it's because of good service, value for money If you would like to feature in Retail Therapy call Sports and well-trained staff. Insight on 01273 719900 or email: [email protected]

14 SPORTS INSIGHT Send your news stories to the Sports Insight news desk at [email protected] or call 01273 719900

Interview 60 Seconds… David Brint, managing director of Footie Chick Why did you set Footie Chick up? We launched Footie Chick in April 2003. Originally it was aimed at drive the one and a half million female footie fans who we thought were getting a raw deal; they females who play football on a were being sold mainly poor quality products and uninspiring colours. regular basis in England to However, we were soon inundated with requests from women purchase their products - whether footballers who clearly were not being catered for by the traditional they be football boots and sports brands - and so we developed the technical line and we are equipment or sports fashion now launching footwear and equipment. clothing.

How would you describe the brand? Where do you see the brand in five years time? Our goal is to be the leading brand for female followers of football, In five years time we see ourselves as being the leading brand for female whether they watch, play or dream the game. followers of football, whether they watch, play or dream the game.

Who is it aimed at? Females who have a love of football. However, a lot of product development is equally suitable for use in the gym or as leisure products.

How would you describe the last three years for the company? Exciting, chaotic and fun.

Can you describe some of the key pieces of the new range? Our top-level women's football boot, Fenominal, is made in kangaroo leather. It is the ultimate performance women's football boot, designed and developed following much research into the needs of the professional female footballer, but clearly also suitable for the successful club player. Women's football boots are simply about correct fit, supreme comfort and high performance. Part of the Footie Chick Training Wear range is our training top. It is lightweight, water resistant and made to fit the female athlete with attention to detail in terms of safety - reflective panels - security - internal security pocket for car keys, etc - and performance. Our Flag T-shirts are from our Sports Fashion range. Amongst the sports fashion collection we have developed a range of Flag T-shirts for all major countries, including all the teams taking part in the Women's Euro 2005 championships this summer.

How do you market the products? Marketing is key to Footie Chick. We have a very high profile campaign within all specialist women's football press, together with a focused approach to mass market women's media and regional press. Alongside this we have a number of leading female footballers endorsing our range, including Faye White, Arsenal and England captain, and Rachel Unitt of Everton and England Ladies. We also utilise these players to build grass roots credibility by conducting coaching sessions on behalf of Footie Chick around the country.

How are they distributed? For Footie Chick our core target distribution is good quality independent sports retailers where we want to use our endeavours to

www.sports-insight.co.uk 15 STAG PROFILE

On joining the STAG buying group you will immediately get access to trade discounts that are available to a 280- shop chain. You buy direct from the brands and get a direct delivery. The invoice is raised by the supplier and sent to STAG, which re-invoices its members, including a copy of the original invoice. Members get greater discounts (more profit) and they only have to pay STAG instead of every individual supplier - cutting down hugely on paperwork. The suppliers promote the buying group as they can trade 12 months a year with 280 shops and not have to worry about cash collection - again cutting down massively on credit control overheads.

Profits Together everyone But that’s just one area in which you can benefit. Buying better is one thing, but, as you all know, cutting overheads is the other aspect of business that will lead to greater profits. achieves more Another benefit of STAG membership is the additional services Joining the Sports Traders Alliance Group, the largest sports specially negotiated by Stag head office buying group in the UK, could be the best move you ever made for its members. For example, how much of your business is conducted on debit/credit cards? STAG has a credit card rate Buying groups give you greater With today’s sports market becoming difficult to beat. The list goes on and on buying power, access to major brands evermore competitive, the need to do - shop insurance, shop fittings, EPOS and still allow you to run your own things a little differently is very systems, telephone systems and business business. The largest of the sports apparent. Sports independents are advice, all at rates that are guaranteed to buying groups is STAG (Sports Traders having somewhat of a resurgence by put more money in your pocket. Alliance Group Ltd). It has a doing just that. Remember the days of the sports membership of 280 individual But what does ‘doing things a little trade shows that were well attended by differently’ mean? businesses spread nationwide and Ward Robertson, both brands and retailers? They were a partnerships with over 120 suppliers. STAG MD Specialising in a particular sport is pleasure to attend and gave huge The group is constantly increasing one area that seems to be paying off at benefits to all. in size with a new member joining, on present, as the consumer is looking for STAG has a great concept that average, every week. STAG has a specific product for a specific sport and guarantees success. Its trade show in mission statement/strapline of wants expert advice and a personal November will have over 70 brands ‘Uniting Sports Traders’, which is just touch. Specialist sports independent exhibiting and a receptive audience of what it does. What’s the saying? outlets UK-wide are in the perfect 150 retailers. STAG even pays the ‘Safety in numbers’. position to take advantage of this trend. overnight costs to all attending Although there are 280 sports shops members. taking advantage of greater discounts Prosperity STAG exists to benefit independent and lower overheads by being part of Sports independents have also learned retailers and suppliers alike. A true win- STAG, there are still a few to compete with the national chains win situation for everybody. misconceptions about the buying group. by diversifying into different sports and therefore different brands - For more information about joining brands that are not catered for in great Control STAG, or to simply have a no- depth by the chains. They have also So how does it work? Firstly, and the obligation friendly chat about the realised that prosperity does not come most important point, is that an group, contact either: alone. Accounts with major brands independent shop joining STAG carries Ward Robertson on 01793 715415/ and trade discounts can be hard to on running its business in exactly the mobile: 07881 828873 or come by in isolation. same way. They remain in total control Ricky Chandler on 01793 715410/ So, how do you overcome this? of their own business, buying and mobile 07881 828874. The answer is to join a buying group. selling as they have always done. Email: [email protected] si

16 SPORTS INSIGHT KooGa SKIN Range KooGaSKIN is the latest range of performance rugby apparel bought to you by Europe’s leading rugby brand, KooGa KooGaSKIN is made from a revolutionary fabric KooGaSKIN range is ultra, ultra soft and allows for the that keeps a player’s body temperature at the perfect stretch, recovery and fit capability needed for extreme level to perform. So you only ever play or train in sports performance. perfect conditions. The range has already been worn and approved by Designed to fit tightly to the skin, as a base layer some of the UK’s leading professional clubs including under kit in the winter and on its own in warmer Neath Swansea Ospreys, Newcastle Falcons, conditions, KooGaSKIN is a range of contour-fit rugby Northampton Saints, Newport Gwent Dragons and training apparel designed to regulate a player’s core Glasgow. Now you can enjoy the same perfect playing temperature. conditions. KooGaSKIN. Play in ours, play out of yours. Dry & Comfortable Incorporating a unique fabric that wicks perspiration away from the KOOGA SKIN IS A RANGE OF SIX GARMENTS skin and forces it to the outer layer of the garment where it AVAILABLE FROM JULY 2005 evaporates, KooGaSKIN allows SIZES: Small-XXXL the player to stay dry and COLOURS: BLACK & CHARCOAL / GREY & comfortable in any climate. It also includes hi-tech stain resistance BLACK that withstands the rigours of For more information please contact KooGa intensive training and competition. Each garment in the Rugby on 08708 454 544.

SPORTS INSIGHT 17 NEW PRODUCTS What’s New The latest lines from the world’s leading manufacturers

Rangs Magic Boomerangs Boomerangs are back and already making a big splash in the UK sports market. Rangs Magic has developed a range of four boomerangs to suit any space - the Indoor and Backyard Magic makes it safe and easy to throw inside, the Outdoor Magic seems to defy gravity as it returns after its 20- metre flight and the new Night Magic lights up for spectacular night flights. All Rangs Magic boomerangs are made from specially developed materials, allowing the thrower to adjust the flight path and range. The tri- blade design ensures that it returns with pinpoint accuracy - so they’re ideal for beginners but still a challenge for advanced throwers and they’re all guaranteed to come back.

Indoor Magic (1-3 metre flight range): RRP £3.99. Backyard Magic (4-6 metre flight range): RRP £5.99. Outdoor Magic (15-20 metre flight range): RRP £7.99. Night Magic (lights up for night throwing): RRP £9.99.

Wicked New for 2005, Wicked Vision’s Wicked Wacky, Flyer and Revolution are destined to dominate the parks, beaches and school playgrounds around the country. All Wicked products feature a revolutionary Neoprene skin that repels salt water, sand and moisture from wet grass - ensuring that they are never slippery, greasy or unpleasant to handle. The company has developed a new and exciting flame design using a Gription graphics process. This creates a comfortable non-slip surface, while the bright, funky designs ensure that all Wicked products stand out from the crowd.

The Wacky (a funky footbag): RRP £3.99. The Flyer (a flying disc): RRP £5.99. The Revolution (a flying disc with a twist): RRP £7.99.

Wicked Vision Limited: Tel: 0870 871 3999 Email: [email protected] Web: www.wickedvision.co.uk

Allied Sports & Leisure Allied Sports and Leisure has been established over 11 years, manufacturing, supplying, installing and servicing a comprehensive range of indoor and outdoor sporting goods and equipment. The company’s netball range includes posts, rings, nets, balls, bibs and skirts. Customers range from the general public to small sports clubs to schools, sports centres and local authorities nationwide. Allied Sports and Leisure offers a full range of its own equipment, along with major brand products for all forms of indoor and outdoor sports. Allied Sports & Leisure: 0161 688 7049. www.asll.co.uk

18 SPORTS INSIGHT Rucanor Aquasocks Rucanor is well known as one of the leading brands for Aquasocks and sandals. Each season Rucanor offers a huge range of innovative styles and designs, many of which are available from stock in season. This season includes the well-known and successful Aquasock styles Pitcher, Blake, Sandes and Splasher, all available to order for immediate delivery. In addition to this collection, Rucanor included a laced-up version called Aisha, which incorporates a moulded rubber sole and mesh nylon upper with suede reinforcements. Designed as an Aquasock, this style has been chosen by many involved in 'Le Parkour'. Basically, Le Parkour involves running, climbing about and leaping from rooftop to rooftop in a kind of Spiderman- Super Tramp esque urban assault course. With over 20 years’ experience in the toy and leisure industry, Super Tramp has a massive choice of trampolines catering for all ages, sizes and levels of ability - from the smallest bouncer to the next Olympic Gold Medallist. With three ranges of trampolines, Super Tramp can find a trampoline for you, whatever your budget. And the company’s not just about trampolines. Super Tramp also has comprehensive ranges of go-karts, garden games and, for those winter months - or trips to the snow - a fantastic range of toboggans to guarantee thrills, spills and laughter. Super Tramp: 0800 1971897. Email: [email protected] Website: www.supertramp.co.uk

For more information or to place an order call Rucanor’s low-call rate telephone no: 0845 230 0147 or visit www.rucanor.com

Tecnifibre 2005 tennis rackets Blue Active Gel Appealing to the advanced player, the T-Feel 305 is a From Paula Radcliffe to Shane Warne, emu oil high performance racket from Tecnifibre’s ‘Feel’ has been praised by sports personalities from range. Designed for all-court players, it incorporates around the globe - and now Blue Active Gel has Texalium, an exclusive fibre developed by Hexcel taken Golden Emu Oil and combined it with Fabrics and used in the space and aircraft industries. other natural ingredients to create a new Also featuring in Tecnifibre’s top-selling squash muscle and joint rub that has already rackets, Texalium is light but incredibly strong. It caused a stir in the sports world. increases the torsion resistance without modifying the Recently used to help promote racket weight and provides increased ball speed whilst Reebok’s Premier Series trainers, the gel maintaining outstanding feel. is easy to apply, cools the skin The T-Feel 305 is the personal choice of Tecnifibre’s immediately and keeps Golden Emu new signing, Juan Ignacio Chela (Argentina, ATP number Oil’s longer lasting soothing effects. 22). He joins many other top professionals whose games Aimed at anyone involved in physical have been complemented by Tecnifibre’s latest technology. activity, Blue Active Gel is for use The T-Feel 305 is supplied as a after exercise and comes in handy frame only, thus enabling the player 150ml pump action bottles. RRP to customise it to their specific £12.95 (Trade £7.50). Buy 12 and requirements. get six free until 30.06.05. You can view the complete range The Pioneer Trading at www.tecnifibre.com. For trade Company: 01526 345613/344917 enquiries contact Smash Sports on www.blue-active.com 0870 242 2070 or email [email protected]

www.sports-insight.co.uk 19 NEW PRODUCTS What’s New The latest lines from the world’s leading manufacturers

Berghaus GTX Thaw Soft Shell Jackets Berghaus has introduced a new GORE-TEX technology to its Mountain Sports range for winter 2005 in the form of the new men’s (pictured) and women’s GTX Thaw Soft Shell Jackets. GORE-TEX Softshell is a three-layer construction combining all the benefits of a waterproof and breathable GORE-TEX shell with the warmth of 100 weight fleece. The GTX Thaw Soft Shell Jacket combines this new technology with a sculpted look, which gives a cleaner, flatter cut and minimises the air gap between the wearer and the shell for greater comfort and performance - making it ideal for a range of mountain sports. Berghaus: 0191 516 5600. www.berghaus.com

Newcastle Falcons’ 2005/6 change strip KooGa Rugby has unveiled Newcastle Falcons’ new change strip for the 2005/6 season. The new change shirt has moved away from the all-white of last season and has been enhanced by panels of black and ochre. It also includes Evaporex, a specialist moisture transport system designed by KooGa specifically to combat shirt sweat absorption adding to the weight of the shirt during a game. The face side of the fabric is tough and durable and the inner is soft and non-abrasive on the skin. Moisture is wicked away from the body to the outside surface of the fabric where it evaporates. A unique grip system, made from rubber panels, has been constructed into the front and arms of the shirt, allowing for greater ball control and handling. KooGa: 08708 454 544.

20 SPORTS INSIGHT Harrows ‘Flash’ darts Harrows Darts has recently added Mark ‘Flash’ Dudbridge to its promotional team. Dudbridge has shown huge natural talent in his meteoric rise up the Professional Darts Council’s rankings. Already World Masters Champion, he has appeared in the final of The 2005 World Championships and 2004 World Matchplay and he clearly has a bright future ahead of him. Dudbridge’s 90 per cent Tungsten ‘Flash’ darts feature micro-grip technology, which gives a unique, non-slip grip, combined with ease of release for total control. They’re available in 21, 23 and 25 gram and have an SRP of £18.99. Harrows: 01992 300 300. Email: [email protected]

O’Neill solar backpack O’Neill’s H2 series consists of three technologically advanced items of apparel: the world’s first integrated solar backpack with communication and entertainment functionality, an entertainment backpack and the second generation communication and entertainment jacket (formerly known as The Hub). All three products have been developed for use in conjunction with Apple’s iPod. The solar communication and entertainment backpack allows users to charge an iPod, mobile phone or Bluetooth module, control an iPod via soft buttons on the front of the backpack and automatically answer calls via a microphone hidden in the straps. O’Neill: www.oneilleurope.com

Merrell outdoor performance footwear Merrell has launched its new outdoor performance footwear line for autumn/winter 2005. The Thermo collection offers sleek designs in the form of Thermo boots, mocs and shoes that provide insulation, performance and comfort without bulk. The new range is designed for winter sports participants requiring ultimate comfort and protection against cold, wet weather. The footwear is available in TPU (Thermo Plastic Urethane) shell styles and GORE-TEX leather designs. The TPU waterproof shell provides a highly durable watertight upper to battle cold, wet outdoor climates. The GORE-TEX form provides maximum warmth and waterproof protection in sleek leather styles. Merrell: www.merrell.com

www.sports-insight.co.uk 21 TRAINING

Staff training should be placed at the centre of your businesses development plans Copyright: Dixons Group Sharpening your skills career is that only in-store posts are Retailers are realising that a well-trained workforce can be available. This view is often one of their most precious assets reinforced as many of these young people entering the workforce for Words by: Dave Howell the first time may already have experience of the retail industry Staff training has in the past been per trainee, compared with the through part-time work. They’re somewhat overlooked by industry standard for organisations interested in careers in retailing, but managers, skills agencies and of a similar size of £231. the industry is failing to capitalise governments alike. Today, however, "Gilesports now benefits hugely on this early enthusiasm, according things are very different. With the from the perception employees have to a report produced by the Government’s public announcement of a training company," says Linda Birmingham Business School. that education and training are Lavender, the company’s Human The good news is that this is central to the continued development Resource and Training Manager. changing, with the Government of the UK’s economy, as a manager "Manufacturers know we have the taking the lead through a number of you are now well supported if you training support to do justice to their initiatives that every retailer can feel your own skills and those of products and customers know they take advantage of. But even in the your staff need improving. can rely on our advice." private sector, business is waking If you think that training is up to the fact that well-trained staff simply a drain on your businesses Training for the future are one of the most important assets resources, think again. The long- The perception of young people any business can have. established Welsh sports retailer, looking at the retail industry as a Philip Green of the Arcadia Gilesports, could see that it needed to react to the changing market place that it found itself in. The company began to retrain all of its 862 employees via half-hour training sessions that took place in- store over a period of 34 weeks. In addition, 64 staff were trained in mentoring and coaching skills and 152 given intensive customer service training in the first year. By the end of two years, 62 per cent of staff had achieved the basic skills and knowledge level needed to work for the company within 12 weeks of joining, 55 per cent of staff had reached the second level within a year and 22 per cent had achieved a level where they could be considered for management positions. And if you thought training was Copyright: Dixons Group simply too expensive, it’s certainly not the case in reality. The “Training is not an expensive, time consuming programme that Gilesports put in place had an average cost of £17.40 activity that only large organisations can afford”

22 SPORTS INSIGHT “Retail training is not just about stock control and competence with the latest EPOS till”

Group recently set up the UK Fashion Retail Academy that will launch later this year. "The principal idea and concept for the Fashion Retail Academy is to train and prepare the next generation of young people for the workplace by teaching and developing the fundamental skills required in the retail industry,” Green said. Approximately 60 students will comprise the initial intake, aged between 16 and 18, with total help ensure the skills that retail from UK companies with less than Copyright: Dixons Group student populations expected to employers need are matched by the 250 employees, the six-day course grow to 350. skills that they receive. They signify is recognised as one of the best The initial funding costs of £20 a real prioritisation of skills and short-term business programmes in million to set up the Academy have training by business and the the UK. been provided on a 50/50 basis by Government. It’s clear that ensuring that your Arcadia and the DfES/Learning and “This has been an opportunity workforce has all the skills they Skills Council. On an ongoing basis, for the industry to voice what it need to not only perform everyday the Academy will be funded from really wants and needs from the tasks in your store, but also to the Learning and Skills Council education and training sector to communicate effectively with budget and support from retailers achieve continued growth and customers will improve your through donations. success. There is very real evidence business’ overall profitability. Outside of specialist fashion that Government and public agency Research suggests that customers retailing, there is still plenty of policy is shifting to become more who are properly supported as they activity that retailers can get responsive to the needs of business. make their buying decisions will involved with. The Government The process of developing Sector return to the same store again and published its skills White Paper at Skills Agreements is forging closer again. The investment that you the end of March, which puts the working relationships between the make now in staff training will give skill needs of employers at the two, which will help make that a your business long-term security centre of its proposals. reality. We are already working with and maintain its place in the market The key element of the White employers to develop a Sector Skills as a whole. Paper is that over 2006-7 a national Agreement for Retail and are Retail training is now not just employer training programme will expecting to unveil our plans by about stock control and competence be rolled out. This organisation will summer 2005.” with the latest EPOS till. Staff operate as a brokerage, allowing members who are coming into the employers to identify the training Skills for all industry for the first time are open that they need for their workforce As a manager it’s not only your to learning new skills. In fact, many and then locate suitable companies responsibility to ensure that your young people report that they that can supply the necessary skills. staff have the skills that they need to expect an employer to enhance their Skill Sector Agreements will perform their jobs well - you should skills as an essential element of identify what skills are required for also look at yourself and see where their employment. each sector over the next five years you can improve. It’s important that you don’t and lay down an action plan that One annual training event that ignore the skill requirements of sets out how this will be delivered could benefit every manager is the your staff. Enthusiasm in their post and funded, including the likely British Shops and Stores is certainly an admirable quality, but contributions from employers. Association Summer School at without the skills and knowledge to Above all else, the Sector Skills Keble College, Oxford exploit that eagerness, they won’t Agreements will have a pivotal role (www.oxfordsummerschool.co.uk). be able to reach their full potential. in the future development of skills Now with funding available from Ultimately, a well trained in the retail sector, as Nigel Skillsmart Retail and Retail Trust workforce is one of your business’ Broome, Chief Executive of (www.retailtrust.org.uk), it will use most precious assets. Training is not Skillsmart Retail grant aid to fund the £1,000 per an expensive, time consuming (www.skillsmartretail.com), delegate that the course currently activity that only large organisations described: “These agreements will costs. Open to all retail managers can afford. In today’s competitive

www.sports-insight.co.uk 23 TRAINING

high street, highly trained staff can decision. With education and training make your store stand out in the now firmly on the Government’s crowd. agenda, and with a number of new Customers demand more from initiatives being set up as you read “Training improves staff motivation the stores that they use, including a this, staff training should be placed at well-informed and skilled staff that the centre of your businesses and also fosters staff loyalty” can assist them make their buying development plans. si

HEAD TO HEAD Annalize Cuthill, Commercial Director, Skill4 (www.skill4.com)

successful now, however, retailers must that their managers take it seriously appreciate that customers demand and are as keen to develop treatment as individuals. themselves as they are their staff. In Typically, staff are good at dealing with particular, lessons from one-off customers in this transactional way, but training sessions will quickly be lost adding value to the process doesn’t if managers lack the coaching skills necessarily come naturally, particularly to reinforce messages and best when problems need resolving. practices. Skill4 has developed two models that help remind staff how to behave. How do you measure the results of CARE covers Consideration, Active good training? Skill4’s expertise lies in improving the listening, Responsiveness and Empathy and There are many ways, because you performance of customer sales and is designed to help staff see issues from have to be flexible to the needs of service teams using tried-and-tested their customers’ perspective. It might be the individual company. The key is to techniques. the hundredth time that day the employee step away from pure quantity Annalize Cuthill’s role as commercial has performed a particular task, but it is measurements such as number of director encompasses a wide range of the first for the customer. customers dealt with or number of responsibilities, ranging from the LEAP looks at Listening, Empathy, sales made. strategic leadership of the organisation Apologising and Planning actions to solve Instead, a more effective to a number of account management a particular problem. This is especially measurement is that of behaviour. relationships. useful for turning a negative experience Typically, this involves benchmarking into positive actions to resolve issues and performance and identifying the star Do you think that good levels of training retain the customer. Skill4 created these players. You can then pinpoint the influence a store’s success? models to address the most common skills skills and behaviours that make them Absolutely. Good training should be shortages. so successful and set about about making sure staff create a positive replicating this in all staff. experience for the customer and, in turn, Brands today tend to sell to younger You then have a framework for encourage customer loyalty. In addition, people. As a consequence, stores tend to measuring ongoing success and training improves staff motivation and employ younger people who can better quickly highlighting problems that also fosters staff loyalty - so money is relate to customers. But young employees need addressing. You can then map saved by reducing staff churn. tend not to have well-developed this on to general business targets interpersonal skills. such as total sales value, number of What areas do you think should be Do you think this dilemma can be properties you wish to buy, year-end concentrated on when it comes to staff reconciled? performance, etc, and see the effects. training? Naturally, young people new to the Merchandise knowledge is important, industry will have less experience than What advice would you give to retail but is virtually worthless on its own. their older colleagues who started their managers about how to handle Retail staff who simply list product retail careers at the same age. Some, training and how important it is for features are a huge turn-off to buyers - believing their interactions with customers their business? they want to know what its benefits are to be purely transactional, will have a ‘how As with any other sector, the key is for them personally. Skills such as active hard can it be?’ attitude - but this can be to see your business from your listening, empathy and responsiveness the case for any age group. customers’ point of view and ensure are vital for making the difference This can easily be reconciled through you have the right products and between a tedious ‘feature dump’ and a training, which in itself demonstrates that processes. positive, enjoyable interaction that adds many of the skills they need don’t often Further, don’t underestimate value to the retail experience - and the come naturally. A lot of people are what constitutes a process: having bottom line. surprised to discover how much they didn’t the right stock available on the What are the key areas that retail staff know and how much there actually is to it. shelves and reducing the number of lack the most knowledge in when it people in queues for the till and comes to relating to customers? Do you think that training should start ensuring someone is always The traditional thinking on retail is that it from the top? available to fetch other sizes of is made up of transactional processes Definitely. Management buy-in is crucial footwear are all processes that need when dealing with customers. To be to the success of training. It shows staff customer service skills.

24 SPORTS INSIGHT

TROPHIES & MEDALS

Winner takes all Sportsmen and women have always coveted trophies and medals - from as far back as 1896 to the present day

Words by: Hugh Graham

26 SPORTS INSIGHT On a hot summer's day in 490 BC the Greek Philippides ran 26 hilly miles from Marathon to Athens to deliver the wonderful news that the Athenian Army had defeated the Persians. Totally exhausted, Philippides received no medal for his achievement. Indeed, he died soon after bringing the good news of victory to the city. When the Olympic Games were revived in 1894 Michel Breal, a philologist at the Sorbonne, thought it would be a good idea to have an event commemorating the Philippides legend - a race from Marathon to Athens. At just before 2pm on April 10, 1896, the fifth and final day of the Games, 25 runners stood at the “Medals are important, whether those who receive them starting line by the Battle of Marathon's warrior tomb in Athens. A are winners or not” hundred thousand spectators, many holding wine and bread for the matter how long it takes, which is contains a medallion portrait of the runners, lined Marathon Road. After why all those who complete modern ruler of Greece at the period two hours 58 minutes and 50 seconds marathons customarily receive a represented and a third a medallion the 23-year-old Spiridon Louis, a medal. portrait of King Edward VII. All the Greek postal worker from the village The official distance is 26 miles, decorations in these panels are of Marusi and veteran of several long established at the 1908 Olympic executed in relief, while the front panel military marches, crossed the Games in London, to cover the bears the title of the trophy in a ribbon, finishing line a full seven minutes distance between Windsor Castle to also in relief, and behind this appears a ahead of the pack. White City stadium, with 385 yards caduceus of Mercury. Spiridon’s prize was a silver added so that the race could finish in ‘Upon each two of the four sides of medal, an ornate certificate and a front of King Edward VII's royal box. the base are projections supporting laurel wreath. He died 44 years later It was a further 16 years before the finely modelled silver figures of in 1940. 26.2-mile distance was established at Victory and Fame respectively, and the the 1924 Olympics in Paris as the plinth carries a number of silver scrolls, Sore loser official marathon distance. for engraving the names of winners, It’s sad, but true - only one person can It was undoubtedly the success of divided by festoons of laurel. The win any event. Which automatically the 1908 Olympic marathon that presentation inscription is engraved on means that most competitors are encouraged The Sporting Life, a year a silver plate and the trophy is fitted in destined to be losers. Nobody likes later, to create a new marathon trophy a specially constructed oak case.’ losing, which is why at school for the Polytechnic Marathon between This awesome trophy was youthful competitors are encouraged Windsor and London. Made by the presented to the winners of the with this cliché, ‘it’s not the winning Goldsmiths and Silversmiths Polytechnic Marathon from 1909 until that’s important, but the taking part’. Company of Regent Street, it cost 1961, when The Sporting Life I doubt that anybody was daft £500 - equivalent to at least £50,000 withdrew its sponsorship of the race, enough to try comforting the Belgian today - and stands four feet nine having ceased athletics reporting. It runner Etienne Gailly with such a inches high and requires several remains the most magnificent sporting thought when he ran his first people to lift it. trophy - and the sort of prize that marathon in 1948, during the first The March 1909 issue of The encourages sports men and women to Olympic Games after World War Two Polytechnic Magazine described the attempt Herculean efforts. in London. Gailly arrived first in the trophy like this: ‘It is classical in stadium but still had 400 metres to go design, the principal feature consisting World-class medal when he fell down, exhausted. He got of a solid silver model representing Which is what, after all, sporting up, fell down again, before staggering Philippides, the Greek athlete, in the achievement is all about. All sportsmen to the finish, encouraged by the attitude of running. and women love their sports and most crowd. But on the way he was passed ‘The statuette stands upon a would compete whether or not they by two competitors who’d thought the square oak pedestal, having at the won prizes, fame or recognition. ‘For race was lost. Gailly had to be angles solid silver Corinthian the love of the game’ has real meaning satisfied with the bronze medal. columns. Each of the sides bears a for most competitors. But a world-class The marathon is a race which richly decorated silver panel medal is something different, and a captures the imagination of young and surrounded by laurel, one panel football World Cup winners’ medal is old all over the world. Just to have portraying a classical scene illustrative something most footballers dream completed the course is a victory, no of the subject of the trophy, another about - something to remind them in

www.sports-insight.co.uk 27 TROPHIES & MEDALS WIDE RANGE One of the best-known trophy websites is www.trophy- centre.com - run by Brian Waddington and Micheline Dussart. Waddington told me: “At www.trophy-centre.com we offer a wide range of sporting awards: traditional, contemporary, classical and innovative. We provide free engraving on standard trophies and there are no hidden charges. “The business evolved from Dussart's Trophy Centre, established in 1947, which now serves an international clientele, but continues to meet the needs of sportsmen and women competing in Northumberland. It’s a family business, taken over by Micheline in 1984, and maintains the excellent standards set by her father Jacques, a Free French sailor who settled in England after the war.” The Trophy Centre offers medals from as little as 80p, to trophies costing tens of thousands of pounds. The most popular trophies are for football, followed by athletics, golf, later years of their achievements when in regularly train twice a week - on Monday bowls and the like. But Waddington their prime. and Friday evenings - where they learn also says the company can provide An object of pride. But also an object lessons that will help them throughout wonderful trophies and medals for any of considerable value - because just as their lives, but most particularly how to sport, including archery, bowls, cycling collectors will pay more than £100,000 avoid bullying at school and how to and shooting. The range of sporting for a Victoria Cross, so there are many protect themselves from abduction. activities - even marbles - seems who will pay similar sums for a World “Children are naturally competitive,” endless and each sport has Cup winner’s medal. Barnett believes. “But they also like to competitions, which automatically Alan Ball has hit the headlines win, so we ensure that in our club involves medals and trophies. recently after selling his World Cup competitions every competitor goes home “High street retailers are winner’s medal and tournament cap. with a medal. beginning to buy from us because they David Convery, head of memorabilia at “As youngsters progress, several recognise that we are specialists, not Christie’s, said Ball is in good company thousands of pounds - in addition to competitors, and will always offer a because Bobby Moore’s medal was membership and training fees - are spent fair deal,” says Waddington. included in a privately negotiated by parents and the young people The internet offers wonderful memorabilia sale to his former club, West themselves because enthusiasts do not opportunities for sports retailers to find Ham, which realised more than £1 stint when it comes to equipping the sort of trophies sportsmen and million in 2000. themselves for their sport. What surprises women in their areas will Gordon Banks sold his medal for me, therefore, is that our club has never enthusiastically compete for. Check out £134,750 in 2001, while Ray Wilson’s been approached by a local sports store - www.trophy-centre.com to begin with, medal fetched just over £80,000 a year and there are several in Chichester - to or call Brian or Micheline free on later. Sir Geoff Hurst sold his to West discover what we need, what they could 0800 8493074. si Ham for an undisclosed sum and George stock and how they could help our Cohen’s medal was sold privately for youngsters. They are missing out on what more than £60,000. must be, potentially speaking, an Before Alan Ball’s wife, Lesley, died enormous market. last year, she had recalled that she and “As well as the various training aids Alan celebrated his medal by sitting our youngsters frequently buy, we need a down to egg and chips at a filling station. whole range of trophies and medals to So medals are important, whether those reward the youngsters who’ve done well. who receive them are winners or not. “My experience is not unique and I’ve talked with many coaches at other Constant demand clubs - none have been approached by In a recent issue I wrote about Peter sports retailers. It’s fortunate that the Barnett, chairman and one of the coaches internet has come to our aid and we’re at The Chichester Ronin Judo Club. now able to get a great deal of what we Barnett helps more than 100 kids who need through the world wide web.”

28 SPORTS INSIGHT SPORTS INSIGHT 29 NICHE MARKETS

Copyright: Ice Hockey UK

offer a wide range of equipment that our customers appreciate.” Minority Support Keeping it local The range of sports that are now Thanks to satellite and cable television, minority sports are played in the UK is staggering. The profiles of many minority sports have getting more media attention. Now’s the time to expand been massively raised by the your business and capitalise on these new markets continued development of satellite and cable television. With so much airtime to fill and with the knowledge that, Words by: Take a look at the sports that your trying to compete with the larger above all other categories, sport sells Dave Howell store supports at the moment. If it’s fashion-oriented chain stores, as Tim subscriptions to these TV services, like the others in the high street, Jones of Llyn Sports Ltd describes: today most sports are covered on then you’ll have good stocks of “We do see some sports where television. merchandise and equipment to equipment far exceeds fashion This has for the first time allowed support the major ones. sportswear when it comes to margin. many sports to break away from their But what about the hundreds of “We certainly sell the shirts, for niche markets and reach a wider minority sports that are played every instance, but the customer knows audience. Many people who want to day across the UK? Catering for them that they can get them from a wide try out these new sports come up may not, at first glance, look like the range of stockists, from large against a problem when it comes to most lucrative of propositions, but if sportswear chain stores to Tesco. equipment purchases and support. you do your homework you could What we can do is make back what This is where you as a retailer can find that tapping into the minority we loose in margin on these items offer alternative merchandise to your sports in your area could give your with the sports equipment that we usual stock range - and make your store a healthy income. sell. store a nexus for these sports. Offering a wider range of “Minority sports like darts, for Your first step is to look carefully equipment can also be a great way of instance, do very well for us. I can’t at the sports that are actually protecting your profit margin, as remember how many darts and supported in your area. You may be supporting minority sports can help related equipment we sold while the amazed at the diversity of sports that you recover what your store will lose world championship was on. We can are played - many of which will be

30 SPORTS INSIGHT minority sports. If you can locate clubs and other organisations that support these sports then you have a ready market that you can sell to. Communicating that your store is able to supply players of minority sports with the equipment that they need is a crucial element of promoting this new part of your business. Once you have discovered which sports are supported in your area, it’s up to you to reach these people directly with well-targeted advertising or via direct contact with clubs. Use direct mail and sponsorship to put your store at the centre of these sports. If you can show that you understand what the people who play these sports need, your store will become a Mecca for these groups, who may have only ever bought from specialist internet stores. Having a stockist on their doorstep is a great marketing tool to use. The high street fashion retailer has long used open evenings to showcase their latest merchandise. Why not contact an equipment supplier to loan Copyright: World Professional Billiards & you equipment that you can display “It’s more likely that you’ll diversify into sports Snooker Association Ltd for an invited audience? You will be pleasantly surprised at the order levels like martial arts, snooker or darts that have you receive from this more personal good numbers of players and whose equipment approach to retailing. Copyright: Steve Daszko However, just loaning equipment Contact for pricing: isn’t difficult to get hold of from suppliers” 0207 237 6226 / to showcase in your store isn’t 07973 382911 enough. You must also be able to understand the sports you are serving and the people that play them. Ensure that your staff have an understanding of the sport they are promoting, as your customers will want to see that you appreciate what is important to them. This element of your promotion can’t be stressed enough, as unprepared staff can be a hindrance if they are not confident with the merchandise they are selling. Choose your sport The sports that you choose to support can be incredibly diverse. Clearly, some very unusual sports such as sky diving or canoeing will be too specialised, unless your research reveals that there is a group of people who take part in these sports locally. It’s more likely that you’ll diversify into sports like martial arts, snooker or darts that have good numbers of players and whose equipment isn’t difficult to get hold of from suppliers. As a retailer you can easily stock a range of equipment for sports that the larger chain stores will simply

www.sports-insight.co.uk 31 NICHE MARKETS

ignore as they perceive them to have flexible in their approach to stock Most of the sports that are low margins. Sports like snooker and levels and, more importantly, to played in the UK will have a darts always see an upswing in interest returns. governing body that represents them. when their respective world But as Tim Mobbs of Mobbs It’s a good idea to contact these championships are screened on Sports points out, test your market organisations as they will be a great television. Even if you only stock this first before making any major stock source of information about not only merchandise during a tournament, commitments. “The thing about being the sports themselves, but also they your stock tracking will instantly show an independent is that you have to be will be able to guide you regarding you if these lines worked. flexible,” he says. “Multiple chain how you can better support their Coupled with the investigations stores often have to forward plan their sport in your store. you have carried out in your area stock maybe six months in advance. I Two great resources for official regarding the popularity of minority can test something quickly by just sporting bodies can be found on the sports, you can make an informed buying three or four pieces of a range. UK Sport website at decision whether to carry these stock If customers have expressed an www.sportcom.co.uk/nsb.htm and lines all year round. You’ll find that interest, the next time I’ll order 10 or the UK Sports Resource site at suppliers of this equipment will be 20 pieces instead of three or four.” www.uksportsresource.co.uk

Copyright: Winmau

DOUBLE TOP If you would like to test a new range At first glance this market may Copyright: Steve Daszko Contact for pricing: 0207 237 6226 of merchandise in your store, one not seem like one that you would / 07973 382911 that could prove to be very lucrative want to move your store into, but with is darts. a large user base and a ready supply And don’t forget your website. The ecommerce revolution Currently, the vast majority of of product it could prove profitable. of a few years ago that ended in the dot.com crash is now a dart equipment is sold through Argos And as Ian Flack, Sales and distant memory. Consumers now understand the internet and stores, but the range is limited, which Marketing Manager at Winmau, what it can offer them. Minority sports are now well is something that your store could explains, your repeat business will also supported online by an array of suppliers, so if you feel that capitalise on. As Tim Jones of Llyn increase. “The benefit of carrying a your store isn’t the place to trial new lines then your website Sports has already indicated, darts range of darts merchandise from a could offer the perfect venue for the test. could prove a lucrative investment retail perspective is that there is a The mainstream sports may receive the lion’s share of and allow the smaller retailer to large market for the products,” he media coverage, but this is now changing. More people are move into a market that the larger says. aware of a whole array of minority sports that they want to chain stores have no interest in. “There are seven million darts try for themselves. The season for darts runs from players in the UK. Also, darts products The retailer that pays close attention to which sports September to March, so it’s a good themselves have what you could call customers are making enquiries about could easily find that idea to time any new merchandise to ‘consumability’, in that a dartboard they become the preferred outlet for a host of specialised coincide with the Lakeside World has a shelf life. The darts themselves sports. Championship that receives will need replacing, so there is a very The key is to do your homework. This can’t be stressed television coverage courtesy of the good level of repeat business that the enough. You must look closely at the sporting landscape in BBC. With large suppliers such as retailer can enjoy. And with a huge your area. Combine this with your insight into how your Winmau and Unicorn Darts you can range of stock, you can offer the customers’ attitudes to less mainstream sports is changing, choose from a wide range of goods consumer just what they are and it will give you a clear indication of which sports you to test the market with. demanding.” should be actively investigating as new stock lines. si

32 SPORTS INSIGHT

IN SEASON TABLE TENNIS

footballers and tennis players do here SI: What are the best performing in the UK. table tennis brands in the UK? Table talk There are more than 30 table AR: Our own brand, Butterfly, tennis companies around the world which we have distributed since the Sports Insight talks to Ransome supplying equipment and accessories, 1970s, is one of the leading brands. from the bats or paddles, through Together with Schildkrot, we are Sporting Goods managing director tables to table tennis clothing. able to cater for all sectors of the Sports Insight talked to Alan market. Alan Ransome about the UK table Ransome, managing director of Other significant players include tennis market Ransome Sporting Goods, the Kettler, STIGA, Joola and Jacques, distributor for Butterfly, one of the but there are several smaller Three hundred million people are world's leading brands. companies that concentrate on estimated to play table tennis particular sections of the market. We worldwide, making it the world's Sports Insight: What's the size of believe that overall we have more biggest racket sport, while in the table tennis market in the UK? than a 50 per cent share of the total Britain the number is a not Alan Ransome: Table tennis divides market. Butterfly is the number one inconsiderable two million. into three sectors: firstly the specialist brand in the world for specialist Popular around the world at a sector - about 30,000-40,000 people blades and rubbers and Schildkrot is recreational level, many of the who play in leagues and clubs around a major player in the hobby market. world's best competitive players are the country. This figure grows by We are either the leader or a leader from China, but several world another 10 per cent when Wales and in every sector because we have champion titles have also gone to Scotland are included. Then there's concentrated on being able to offer a Sweden and other parts of Europe. In the retail sector: high street retailers, quality product to meet every need those countries table tennis is big sports retailers, mail order companies in the market place - from low-cost business, with players endorsing and other big stores. The third sector to high-cost bats, all levels of balls, product to the same extent of the market is education. a full range of tables and so on.

34 SPORTS INSIGHT A MATCH WINNING SERVICE that there has been a steady growth over Denmark and the World the last decade or so and certainly our Championships in Shanghai, which Thorntons is a specialist in the field of sales reflect this, particularly fuelled by are both on Eurosport, are pretty good, table tennis, distributing a wide range more of a focus and investment in sport but the quality of the TV presentation of equipment - including all the leading by the Government, just as with some could be improved and the sport brands. other selected sports. would of course benefit from much The company’s 30 years’ wider coverage on terrestrial channels. experience and technical knowledge SI: Is the average table tennis allows it to provide a range of customer a repeat buyer? SI: What's the ratio of men to equipment to suit all levels of playing AR: The customers are generally a real women and young to old? ability and the needs of a wide range mixture - you get people who play every AR: It's a very equal sport but at a of playing contexts. Thorntons provides day, people who play once a week and competitive level the ratio of men to a comprehensive range of bats, balls, people who get a table at Christmas and women is about 2:1. In schools blades, rubbers, textiles, footwear and play once a year. Home tables are more slightly more boys play than girls, but tables - from recreational to popular at Christmas, but it is actually the International Table Tennis competition standard - with all relevant pretty steady all year round. Federation has been running a accessories such as nets, scorers, campaign encouraging more women robots, etc. SI: What sort of prices will customers into table tennis and is working Thorntons was selected by brand- pay for what kind of tables? alongside the International Olympic leader STIGA to be its main distributor AR: The beauty of the Butterfly range Committee on this. for its range of competition products. of tables is the choice: we have a decent In terms of age of players, there is The company also distributes SPONETA junior table that some retailers sell for an interesting demographic: hundreds tables and SUNFLEX bats. SPONETA just under £100, right up to a top-of-the- of thousands of kids play table tennis, manufactures tables for many brands range match table that sells for under then there's a dip in the late teens and such as STIGA and Butterfly; SUNFLEX £1,000. Generally the thicker the top the twenties, then it picks up again once manufactures STIGA and Lion bats. better the quality of the table, but thicker people are in their thirties and playing Thorntons offers free expert advice, tops need stronger undercarriages, so we with their families and there's a very a free tailored bat-making service, next- supply a wide range of tables built for large over-forties participation. The day delivery, a free 120-page, full- the needs of all different levels. 40s-90s sector is very active, with colour catalogue and a low carriage The educational establishments need hundreds playing in senior leagues all paid order level of only £50. tables that can take plenty of wear and round the country as well as in senior For a price list/catalogue call 0161 tear, while tables for casual home use clubs. 761 6608, fax: 0161 762 9402 or email: can be light and easy to fold away. We [email protected] are the only UK company that caters for SI: Are there enough good British all those needs, has a national sales force players to maintain interest levels in and in-house experts who can assist on the game? all aspects of table tennis. AR: There has been a bit of a dip in British playing standards. Matthew SI: What advice would you give to a Syed and Alan Cook have been the SI: How important is the schools retailer looking to move into selling best players in recent times, although market to table tennis as a whole? table tennis equipment? they haven't made a massive impact at AR: You will hardly find a secondary AR: Number one, sell bats and balls - world level. England hasn't had any school in the land without a table the margins are very good - but they real world-class players for a while, tennis table and junior schools are now need to be well displayed. We offer but there are a couple of very talented becoming more interested in the sport. various display options, for example the youngsters coming through. Paul There are many pluses for table tennis. Manhattan stand, as part of a buying Drinkall is five in the world at under- It is played by boys and girls, men and package. When retailers use it properly, 15 level and he's the best women, old and young. It is an all- it triples the number of sales. prospect for the UK in round sport. It is relatively injury-free, So far as tables are concerned, they about 20 years. si it's fun, easy to play, space efficient do need a presence in the shop. and low cost. Obviously the majority of outlets don't have the space to display a whole table, SI: What is the strongest sector of but there should be a good picture the market? booklet, pictures which enable AR: The specialist market is the customers to see what they're buying. smallest and the biggest is probably Stocking a wide selection of people playing at home - there are equipment is the best bet and retailers literally tens of thousands of families who have websites should certainly in Britain who have a table at home, in include table tennis equipment on their their garden or garage, games room or site as they are popular items bought even their living room. over the internet.

SI: Is it a growing market? SI: Could TV coverage be improved? AR: Table tennis is a reliable, steady AR: The recent coverage of the sport in terms of popularity. I think European Championships at Aarhus in

www.sports-insight.co.uk 35 IN SEASON TABLE TENNIS Table Tennis

Tectonic Equinox outdoor table tennis package The Tectonic Equinox outdoor table tennis package from Cornilleau has been designed as the ideal starter set for recreational players. The 4mm resin laminate playing surface is weather resistant so that the table can be stored outside all year round. This table is supplied with a net and post set, which is permanently attached to the table to save time at each set up. All rollaway tables incorporate Cornilleau’s patented Compact Technology folding system, which is designed to handle the table easily and safely whilst minimising storage space. The locking mechanisms facilitate easy opening and closing, with the double locks ensuring the table automatically locks in both playing and storage positions for complete safety. All rollaway tables also have playback facility for solo practice. This table is supplied as a complete set and includes a protective cover, two hobby bats and six hobby balls. For further information call 020 8540 2500, email: [email protected] or visit www.cornilleau.co.uk

Jarvis Sports New Stiga 3* Founded in 1983 by ex- Optimum Ball England number one Lion Automatic Net Senior and Junior and Post Set players, Linda and Nick A table tennis ball designed as a Jarvis, Jarvis Sports is perfect sphere takes the game today a mainline mail to its highest competitive level. order table tennis Exclusively adopted by The British National League, this ball is the distributor for Donic, product of intensive research, displaying a unique quality in its stability, Yasaka, Nittaku and Newgy. weight and roundness that has been well received by world-class The company can supply top-quality blades, rubbers, accessories, players. It’s Stiga’s hardest ball for your strongest shots. clothing, shoes, balls and tables - the latter supplied via Jarvis’ in-house The Lion Automatic Net and Post Set is an easy-to-assemble, clip-on delivery service, which guarantees safe and quick delivery. net and post set with an inclusive net measure. For further information call 01553 811391, visit Lion Sport (UK) Ltd, 49 Hayling Rise, Worthing, West Sussex BN13 www.jarvissports.co.uk or email [email protected] 3AG. Email: [email protected] Tel: 01903 267599. Fax: 01903 694798.

Cornilleau 440 Sport table tennis table The 440 Sport table tennis table from Cornilleau combines good looks with top performance. It is an innovative design using superior materials and is intended for intensive sport use. The playing surface, which is available in a choice of blue and green, is the same standard as many competition tables, with a 22mm high density chipboard top on the indoor model and 7mm resin laminate top on the outdoor model. Outdoor tables are weather resistant (sun, rain, snow, frost) and can be safely left outside without any risk of deterioration. The outdoor model also benefits from Cornilleau’s patented MATTOP anti-glare coating for excellent bounce and adherence, which also prevents dazzle from the surface when playing in the sun. This model offers covered bat and ball storage and is supplied with net and posts, which are permanently attached to the table. The net height is adjustable without changing the tension. All this in addition to the standard features of the Equinox table. For further information call 020 8540 2500, email: [email protected] or visit www.cornilleau.co.uk

36 SPORTS INSIGHT Escalade Sports • All meet new European standards • Fully guaranteed Escalade Sports have extended their • Patented safety system • Official Federation sizes range of Table Tennis Tables to include • Direct customer service department • Graphic assembly instructions Intermediate and Institutional Tables. • Immediately available • Home and Institutional range • Intermediate and Junior sizes also available

For more information and a full catalogue contact: [email protected] Tel: 01792 796893. Fax: 01792 796627.

Super Tramp table tennis tables Super Tramp has expanded its product range over the years to include a competition table. Both indoor and outdoor tables are available and can number of outdoor leisure products. The latest offering from the be delivered direct to your customer's door for easy home assembly. All company’s stable is its new range of table tennis tables. models conform to the EN14468-1 & 2 European table tennis standards With seven models to choose from, all customers’ requirements can and come complete with bats and balls. be met - whether they want a budget table or an ITTF approved For further details contact Super Tramp on 0800 197 1897.

www.sports-insight.co.uk 37

IN SEASON FITNESS

HOME GYMS Home gyms are becoming just as important to many people as home offices or games rooms, says Totally Fitness director Elliot Zissman, who has a large number of clients with personal gyms in their houses or apartment blocks. “We’ve had a very strong start to the year and a good April,” he says. Totally Fitness multigym best-sellers are the Compact Fitness ‘Personality Gym’, which folds away into its own stylish cabinet, the Life Fitness G5 Cable Motion Gym System and the Parabody GS1, 2 and 4, says Zissman, who also name-checks UK newcomer Nautilus. The company launched here last year and has already achieved 70 per cent of its total sales for 2004. Currently, SelectTech dumb-bells are the best selling item in the Nautilus home fitness range (pictured) and Zissman says sales are also good for the Nautilus NS500 system. Other top-selling home fitness equipment includes the Trimline 605 and Vision T9450 treadmills, the Vision Elliptical cross-trainer and the Johnson Fitness trends Rower. (source: Powerhouse-fitness) The desire for all-round fitness is something that retailers can tap into throughout the year Words by: Catherine Eade

The health and fitness industry activities looking very different now to What’s hot continues to enjoy growth as a whole, even just three years ago. Love ‘em or Fitness First, the largest fitness with recent research showing the hate ‘em, fitness fads drive the market operator in the UK and Europe sector reached a market value of over and allow different physical activities to and the second largest in the £2.9 billion in 2003, according to get their moment centre stage, enabling world, has just released its AMA Research. However, the new fitness regimes to be introduced to latest round up of favourite increasing maturity of the market, a a market hungry for ‘the next big classes, giving an indication challenging environment in the early thing’. of what’s hot in the world of 2000s and increasing competition has Current fitness fads are likely to be group exercise for 2005. meant the rate of market growth is a combination of two - or more - Currently topping the table slowing down, although it shows no exercise disciplines with which you are is indoor cycling, which has signs of stopping. already familiar, a concept that has been moved up two places since According to Mintel, turnover for described as ‘fusion fitness’. The IDEA 2003. Also known as spinning, private health clubs was £1.85 billion Health and Fitness Association power pacing, studio cycling or last year and is expected to rise to £2.84 discovered in a recent survey that 70 group cycling, depending on billion in 2007. The number of health per cent of fitness clubs now offer the brand of equipment being and fitness clubs in the UK has combination classes alongside used and where the instructors continued to rise, boosted by recent diet traditional ones. were trained, indoor cycling and fitness trends, while the inclusion of Rachel Holmes, an international is gaining in popularity extras, such as health and beauty salons fitness presenter and creator of Fitness because it is an excellent and sunbeds on the premises, appeals to Pilates and Fitness T'ai Chi, says that aerobic cardiovascular those concerned about their appearance. fusion classes are a great way to keep workout, burning on average Being a member of a health club is exercise fun and inspiring. "For many 10 calories a minute, or up to increasingly becoming the norm. people, exercise is boring," she says. 800 calories in a typical hour- "Fitness consumers are always looking long class. Evolving sector for the next new thing, but as exercise It particularly appeals to a As with most sports, the fitness sector is time is often limited, combining new breed of gym user for constantly changing and evolving, with disciplines in one class is a way of whom a ‘quick fix’ is a top 10 of the most popular fitness getting the best results." important. www.sports-insight.co.uk 39 IN SEASON FITNESS

The category of ‘Mind and Body’, exercise programmes to offer a holistic manager at Whitbread plc, which which includes yoga, pilates and approach to physical fitness and runs the David Lloyd chain of BodyBalance, has jumped five places wellness. health clubs. up the table to second position. ■ ‘Functional fitness’ will become BodyPump, the class that involves light even more important, ie exercising and Healthy intervention weights and pre-choreographed strengthening several muscles and Certainly the Government is routines, fell one position to third and joints together to enable older people becoming more and more involved in combat classes, the most popular in to perform daily activities with less public health issues, with new 2003, are now fourth most popular. discomfort. initiatives being introduced regularly Kevin Yates, Fitness First’s national ■ Lifestyle and performance coaching to try to combat child obesity, group fitness manager, says: “Once will become more popular as the diabetes, heart disease and cancer. again this year traditional step, aerobics internet makes these services more In March it joined forces with the and conditioning classes have fallen affordable. British Heart Foundation (BHF), slightly in popularity, although they still Sport England and the Big Lottery ■ Healthcare providers and companies account for a significant proportion of Fund to finance nine pilot research will provide and partially subsidise our timetable. Many people prefer an projects across the country trying out preventative lifestyle programmes, uncomplicated class, where they don’t new methods of ‘healthy such as providing websites for need to learn any choreography. We intervention’ in Britain’s workplaces. wellness information, risk assessment, have certainly seen more men attracted According to the BHF, the aim of the fitness calculators, how to contact a to the basic studio classes that offer a project, called Active England, is ‘to fitness professional and other services. simple but effective fitness workout. establish what changes can be made “We are always experimenting with ■ Fitness equipment will get smarter. in and around the workplace to new classes and formats and workouts Manufacturers will offer equipment improve people’s health, and to what such as pole dancing, belly dancing and that provides feedback on everything extent these changes can influence urban funk have all proved popular in from lactic acid released during employees’ lifestyles.’ our clubs this year. I believe the trend exercise to preparing for a major No such project has ever been for 2005 will be for group cycling and athletic event like a marathon. tried in the UK before and it is hoped mind and body classes to continue to ■ More fitness clubs will offer pay-as- the outcome could influence public grow in popularity, along with studio you-go pricing rather than long-term health policy. Increasing physical classes that offer an intense physical contracts. activity will be the major focus, but workout incorporating elements of core ■ Weight loss and nutrition will get projects will also be aimed at and functional fitness, along with boot back to basics. Millions of people who stopping smoking, better diet and camp style circuits.” haven't had long-term success on other lifestyle changes. The scheme will include everything from using Across the pond restrictive weight-loss programmes will turn to regular exercise and pedometers and encouraging more Meanwhile, across the pond the sensible eating. walking, to workplace awareness American Council on Exercise ■ campaigns on smoking, alcohol (ACE) has released its fitness Exercise will become a larger part of and diet. trend predictions, preventive care for older people to reflecting a rising need to help fight osteoporosis, reduce the risk meet the demands of time- of everyday injury and maintain LONG-TERM starved fitness fans. independence. FITNESS STRATEGY ■ Simple programmes to get sedentary Its top 10 fitness trend people moving will become more The Government’s aim is to make Britain predictions are: important. more like Finland, the fittest country in ■ Workouts and exercise Europe, where 70 per cent of the population do five sessions of at least programmes will But there is a paradox at the heart of 30 minutes' exercise a week. Its long- respond to the need Britain's fitness industry: with the term strategy is to emulate the Finns for busy people to most sophisticated health clubs and with the following targets: an interim get an efficient the highest market penetration of target of 50 per cent of the population workout in a health clubs in the world (apart from participating in regular exercise by 2011. very short period the USA), British people are the least By 2020 the target is for 70 per cent of of time using physically fit in Europe. In the UK individuals to be undertaking 30 readily available more than a third of adults are minutes of physical activity, five days a tools. currently inactive, participating in week. ■ Mind and less than one 30-minute period of It’s an ambitious aim, and it will be body activity a week. interesting to see whether projects such programmes There appears to be a nationwide as Active England and other initiatives will be weakness of resolve when it comes to will turn a nation of couch potatoes into blended into getting fit. Often people who join fitness fans. The opportunities are clearly traditional health clubs have motivation there for retailers to get behind such workout problems, which is why personal campaigns, with in-store support, sessions. Clubs and trainers are on the increase. "Member information and tie-ins. If the personal trainers retention for private health clubs has Government’s campaigns prove a will integrate fallen from an average of about 60 success, there could be golden times elements of pilates per cent to around 50 per cent," says ahead for the sports retail industry. si and yoga into Dan Waugh, corporate affairs 40 SPORTS INSIGHT Brain Pad fits in your mouth As boxing, kickboxing, martial arts and other contact sports have grown in popularity, the market has been flooded with mouthguards of varying quality and price. So why stock the Brain Pad? The best off-the-shelf After almost three years of mouthguard on the market, is how recommending the Brain Pad to its Loring Baker, the General 186 affiliates, the International Secretary of the International Amateur Boxing Association Medical Amateur Boxing Association’s Commission purchased 5,000 units Medical Commission, described the and distributed them to a select product. number of international competitors across Europe, Mexico, Egypt, involved in or just getting involved in Three advantages Uganda and the Republic of our sports. The Brain Pad's Simply put, it has three important Kazakhstan. unique design secures the advantages over its competitors: “I hope this purchase will lower jaw slightly down and • It protects the upper and lower teeth. encourage other national and forward, buffering the TMJ • It allows the user to breath while international sports organisations to area and brain from lower clenching. provide the same type of protection,” jaw impacts. • It secures and cushions the “And now, with the mandible, preventing the jaw from introduction of the Female slamming the base of the skull, thus Brain Pad last year, women reducing the risk of concussion. competitors have a model Athletes suffer concussions at an specifically designed for them." alarming rate, many while wearing The LoPro Female guard's outer single upper mouthguards. These thermo-plastic allows better teeth Pro+Plus s.r.p £25.00 products are designed to protect the impressions in a size perfect for upper teeth, but can also increase the female athletes. intensity of the concussive force from Along with Brain Pad's three lower jaw impacts. high-end models, new for Single upper mouthguards destroy this year is the Double the ability to lock the upper and lower Guardian mouthguard. teeth in the most stable clenching Designed for lesser position, the lower teeth sliding contact sport participation, LoPro female s.r.p £12.00 uncontrollably against the wet surface the DG offers full lower of the guard. This accelerates impact says Loring Baker. “There are many jaw stability for sports forces and slams the lower jaw in the Third World countries that make up a where head impacts are jaw joint space onto the basal surface good percentage of the AIBA not expected every time, of the skull. affiliates. This will be the first time but do happen. Over 12 years ago research this kind of protection is available to "We have an DoubleGuardian s.r.p £7.00 conducted by Dr Edward Williams them.” obligation to protect our athletes, concluded that the site of impact for Other organisations that have which in turn protects and promotes most concussions in sports is the endorsed the product include the the benefits of our sport,” says lower jaw and faceshield. As a result Professional Hockey Players Fossum. “Brain Pad, Inc has of these findings, he developed the Association, the Professional Team identified and addressed a Brain Pad Jaw Joint Protector, a Physicians and IKF Kickboxing. long overlooked danger in double-bite, dual laminated lower jaw impact injuries. mouthpiece that repositions and locks Best gets better “There is no doubt in the lower jaw in a down and forward Says Steve Fossum, IKF World our minds that the Brain position. President: “The best keeps getting Pad has made kickboxing By locking the lower jaw the better. Brain Pad Inc continues to and mixed martial arts Protector prevents the ‘slide and slam’ increase fighters’ safety and their much safer sports - allowing phenomena common to mouthguards. distance from the competition with athletes to develop their their 2005 line-up. There is nothing skills, discipline and sense of High-profile endorsements out there like the patented Brain Pad accomplishment without risking The Brain Pad has proved so design. lower jaw impact injury." LoPro s.r.p £15.00 successful that a number of "In sports with as much contact to Offical Distributor organisations have endorsed the the head and jaw as ours, brain safety BLB Ltd. Unit 14, Lockwood Walk, Romford, Essex, RN1 3RE product. is of the utmost importance to us - Tel: 01708 760660 Fax: 01708 760012 Email: [email protected] especially for the younger athletes IN SEASON FITNESS Fitness

ASICS Gel-225TR The ASICS Gel-225TR (SSP £60) is designed to cope with the multi-directional forces experienced during ‘lateral’ training, unlike running shoes that are designed to function in a primarily ‘linear’ fashion. Used in the gym environment, the ASICS Gel-225TR has been created for the fitness user looking for high performance across a number of gym disciplines. It offers stability for weights and resistance training, cushioning and flexibility for cardiovascular workouts and structure to cope with any rotational forces. Features include a synthetic leather upper, SpEVA crash pad for cushioning and ASICS’ rearfoot Gel for superb shock absorption. ASICS UK Sales: 01925 243360. Email: [email protected]

Timex Sleek OVA Timex has introduced a new concept for its Ironman watches - The Sleek OVA (Optical Viewing Angle) - the culmination of nearly two decades of technological and aesthetic refinement of the Ironman collection. The design of the Sleek (RRP £49.99) means that the display is always in your natural line of sight and the Start/Lap button is easier to access. The bold aerodynamic case and attachment design has been tested for wind resistance and, while closely hugging the wrist, offers maximum comfort in soft integrated polyurethane. It also features a 75-lap memory with dated training log that provides best lap and average lap, two interval timers for speed workouts and run/walk training, three alarms and a repeat countdown timer. Timex: 0208 3266900. www.timex.com

42 SPORTS INSIGHT Life Fitness expands Cable Motion series Life Fitness has launched four new versions of its Cable Motion single station strength training machines. Providing exercise variety and progression for users at all experience levels, the new Cable Motion Chest Press, Shoulder Press, Row and Pulldown offer an array of benefits to owners, managers, trainers and users. The ergonomic design ensures that the user is positioned optimally for a safe and effective workout. The machines offer lower starting resistances than traditional selectorised equipment and the resistance level is easy to adjust. In addition, the new gas seats allow for easy adjustment. The dual weight stacks and independent handles enable users to perform unilateral and bilateral movements for variety and personalisation, providing more diverse training options than single- stack machines. Life Fitness: 01353 666017.

Nautilus Personal Fitness Equipment Nautilus’ latest range of personal fitness equipment caters for all budgets and types of usage - from serious gym enthusiasts and personal trainers to anyone looking to improve their personal fitness. The company’s 2005 brochure contains full information on Nautilus’ latest collection of products, including stationary exercise bikes, treadmills, strength systems and free weights. The SelectTech fully adjustable dumbbell system provides all the benefits of 15 separate pairs of dumbbells in one simple-to-use set. Specially designed for mobile, office or home use, SelectTech’s user- friendly design means that users simply twist the dial to choose the weight they want to lift (from 2kg to 21kg) and lift the weight out of the base. Nautilus: 01908 267345.

www.sports-insight.co.uk 43 IN SEASON RUNNING

millions watching BBC coverage of the event. Add to that the fact that, according to NPD Sports Marketing, the UK running market in 2004 was worth just over £422 million, with a staggering growth of 22 per cent year on year. The race has come a long way since the first London Marathon in 1981 when 6,255 crossed the finish line on Constitution Hill as cheering crowds lined the route. It’s become a very British institution, with thousands of fancy-dressed charity fundraisers tramping the cobbles every year. The retail trade benefits from increased sales of running shoes every time a mass marathon comes around, and it is a large market to tap into. The number of runners applying for the BUPA Great North Run in May also continues to grow, and a huge number of other marathons and long distance events continue to spring up globally. In a global survey of key races at the start of 2005, participation in races rose just over six per cent between 2001-2003 and continues to rise. Those with any doubts that running Marathons, half-marathons, 10k runs continues to attract more and more and shorter charity runs are all growing Run for people - young and old alike - would in popularity, and runners such as Paula do well to consider last month’s 25th Radcliffe, Kelly Holmes, Susan Flora London Marathon. The biggest Chepkemei and Sonia O’Sullivan are running event in the UK had a great role models for women runners, your life record number of entries this year - a who make up an increasingly large 20 per cent increase over the percentage of the The number of runners in previous highest entries. running sector. At its full capacity again, nearly Continued on page 46 Britain is still on the increase 50,000 runners began the 26.2 mile course, with over half a million Words by: Catherine Eade spectators turning up to watch and

JOGGING ACCESSORIES An NPD Sports Tracking study Bournemouth specialist recently found that of serious outlet Up And Running stocks all runners 15 per cent use a heart rate the gadgets favoured by runners, monitor (with Polar being the most including heart rate monitors, sports Even mobile popular brand). Experts always watches, upper arm phone or music phone companies recommend using a HRM when holders and the newest type of are getting in on the act: Nokia has training for serious running events hydration systems - water bottles to released a Fitness Monitor that as they are believed to help with us lot (pictured, the Nathan Elite 1 attaches to the wrist or belt and specific areas of fitness. Plus). Manager Simon Davies name- tracks distance covered, time taken The technical devices sector is a checks the Timex Bodylink System and calories burned. And it has growing market and more retailers and Navman as accessories selling teamed up with Polar to create a are starting to realise they well at the moment. watch that transmits, information to complement traditional running Pete Johnson, manager of The a Nokia 5140 mobile which can be stock - and can raise their overall Running Store in Norwich, which used to track improvement when profits considerably. Specialist has been in business for 12 years, training. technical companies are being agrees that GPS systems are proving Runners who are serious about joined in the expansion of this popular for runners who need to their sport will often be interested in Stopwatches, heart rate monitors, sector by traditional sports measure exactly what distance devices that will aid their pedometers, calorie counters and companies such as Nike and they’ve covered. “Some people just performance, and effective display body fat burner monitors are all Speedo - both of which have want to run, others want to know of such devices in-store, combined items that continue to sell well in brought out cutting-edge, all the details about their run,” he with the appropriate product sports retail outlets. affordable monitoring devices. points out. knowledge, will bring rewards.

44 SPORTS INSIGHT www.asics.co.uk.com

WE ARE THE ASICS GEL-NIMBUS.

AND THIS PHOTOGRAPHER IS MAKING US NERVOUS.

WE ARE NOT USED TO HAVING

ANYONE WITHIN100 METERS

OF US.

intelligent sport technologies IN SEASON RUNNING “There are more runners for a number of reasons: people like Paula Radcliffe and Kelly Holmes are inspiring”

motion of women, which is markedly different to that of male runners. Robert Ward says: “Women have a different foot shape to men and need different shoes. New Balance has invested enormous amounts in creating different lasts for different shapes of feet, including five different widths in some styles.” Other specialist running brands such as Saucony and Brooks also cater specifically for women, and soon most running shoe manufacturers will have to provide specifically designed female running shoes in order to stay in the market. As New Balance’s Ward says: “If you stand still you lose market share - it’s as simple as that.”

INCREASING SALES Running equals freedom their feet all day, enjoyed an increase in With the increasing technological Specialist running retailer Up and business of 20 per cent last year. advancements of running shoes come Running in Bournemouth was set up “Sales are buoyant for New opportunities to increase sales, says by manager Simon Davies Balance,” says Ward. “There are more Ward. “Retailers that specialise have specifically to cater for outdoor runners for a number of reasons: people more opportunities to find customers,” runners. Says Davies: “We noticed like Paula Radcliffe and Kelly Holmes he says. “Spend time and energy more and more people were leaving are inspiring, people are living longer, forging links with the local community, gyms in favour of running outside. I the work/life balance is an important running clubs, podiatrists, be as think it gives people more of a sense factor for people these days, there’s a proactive as possible. As running is of freedom. It’s universal - both men lot in the media about healthy lifestyles becoming more mass market and more and women and people of all ages are and childhood obesity. Running is the technical, there are more opportunities continuing to take up running and ideal solution - all you need is a t-shirt for retailers to capitalise on new events like the London Marathon and and shorts and running shoes and you products and position themselves British athletes like Paula Radcliffe can run anywhere, any time you like. as specialists.” all help to boost the numbers.” “Also, with the growth of mass Davies says the majority of sales participation races, the visibility is there are to men and women aged 20-45, and it’s seen as a sexier fitness lifestyle Strong months ahead but he adds that the shop often sells choice than 30 years ago when it was a There are a number of mass running shoes to 70 year olds. bit more hardcore.” participation races coming up, with the “Sales are very strong generally BUPA Manchester and Caledonian and at particular stages throughout Shoes for women Runs in May, the Great North Run in the year they pick up. In January and Globally more women than men cite September and The Great South Run in February they’re buoyant after people running as their chief sport - and female October, so sports retailers should have had a good Christmas and want participation is on the rise. But a little expect another fillip for running gear to get in training for forthcoming known fact is that women are more over the coming months. The David marathons or are carrying out their prone to injury than men, with a 50 per Lloyd Leisure Mile Runs are also New Year resolutions, then in cent higher chance of a knee injury and sweeping the country and look set to April/May sales pick up again when higher risk of damage to hip abductors boost the popularity of running even people get inspired by watching the and lumbar vertebrae. further. marathon, and in summer it’s ASICS is one shoe manufacturer So next time you see a spaceman generally good too,“ he says. that provides a range designed or bunny rabbit staggering along in a Robert Ward, marketing manager specifically for women. Back in 1977 marathon, just remember they’re for New Balance, says as an industry ASICS launched the Tigress for female probably wishing they’d bought some running is really starting to pick up. runners - today the latest technological specialist shoes and that next year they The company, which started in 1906 advancement is the Gel Kayano XI, may even be wearing a HRM under selling specialist shoes for people on designed specifically to suit the running that silly costume. si

46 SPORTS INSIGHT Run world, run

For Brooks running is more than just putting your feet on the ground

Formed in 1914, Brooks’ focus is solely on running - nothing else. The company’s goal is simple - to provide people with the foundation and inspiration to live an active running lifestyle. To build the things runners need to run and lead them to things they may never have thought of. Things runners will use before, during and after the run. Wherever and however running may fit in their lives. Brooks is about the enjoyment of running. It believes that, above all, running should be fun. And in making it fun, comfort is an absolute necessity. Without comfort performance is difficult, and enjoyment is nearly impossible. Fortunately, if there’s one thing that Brooks Beast - rrp £85 does well it’s engineer incredibly comfortable products. Innovator The company is a leader in innovation. Brooks was the first company in the world to introduce a pronation device when it launched the Chariot in the early 1980s. The Brooks Beast (RRP £85) has been a market leader in the motion control sector for over 10 years. Designed for runners with low or flat arches who need to control excess pronation, the Beast delivers maximum support and cushioning. Other top shoes from Brooks include: • Vapor 6. Thanks to its stability combined with cushioning and an excellent fit, this model qualifies to be a shoe for a runner with slight to medium pronation - and is excellent value at £60. The Vapor 6 is manufactured using Brooks’ new Universal Platform and consequently guarantees a perfect fit. In addition, the variable lacing system improves the individual fit still further. • Cascadia (RRP £70). This shoe sets a new standard for trail running performance. A lower profile stance, coupled with dual, independent, medial-lateral Pivot Cascadia - rrp £70 posts, stabilise the ride in a neutral manner. The posts are shaped for adapting to, and reducing, Brooks believes that if everyone went for a run once in a while the world destabilising trail irregularities. Rock forces are kept in would be a better place. It recognises that everyone who runs isn't a slimline check under the forefoot with Brooks’ unique Ballistic speedster - and the company’s top-quality product range reflects just that. Rock Shield. A well ventilated, quick draining, quick drying upper completes the package of this workhorse For more information shoe for the runner whose pursuits are on rugged trails. call Brooks on 01903 817009 or visit www.brooksrunning.co.uk

Adrenaline GTS5 - rrp £75 Vapor 6 - rrp £60 IN SEASON RUNNING Running

Saucony Grid Trigon 3 The first two versions of the Saucony Grid Trigon have established the shoe as one of the most successful styles in the history of Saucony, offering stable cushioning for neutral runners. The Trigon was the first shoe to offer Custom Ride Management. CRM allows the individual to choose the version of the shoe most appropriate for them, tailoring a solution to their running needs. The Trigon 3 is available in two versions - Ride and Guide. The Trigon 3 Ride builds on the legacy of its predecessors, offering technical cushioning features with great cosmetics. But it is the addition of its CRM alternative, the Guide, which breaks the mould and offers increased benefits to consumers and retailers alike. Like the Ride, the Grid Trigon 3 Guide (lady’s style shown) has all the attributes of a great cushioning shoe - Grid in the rearfoot, HRC in the forefoot and an additional ‘crash pad’ in the heel to reduce shock on impact - yet it also has the added protection of a medial post. Therefore, whether your runner is neutral or requires pronation control, there is a Trigon 3 suitable for them. The Grid Trigon 3 will be available from August 2005 with an RRP of £70. For more information call 02392 823664, email [email protected] or visit www.saucony.co.uk

Yankz Sure Lace System Yankz is a brand new patented adjustable athletic shoe lacing system from the States that’s distributed in the UK by Anatom. The Sure Lace System is the most comfortable and innovative athletic lacing system around. Its unique design is perfect for activities including running, aerobics, gym class, biking and other energetic sports. The elasticated lace weaves through the shoe eyelets and is secured by a lightweight plastic locking device that can easily be tightened or loosened. The lace continually adjusts to movements avoiding uneven pressure points and keeps the foot secure, saving athletes from stopping to adjust or retie laces. For fashion conscious athletes there is an array of different colours to coordinate with footwear and even reflective laces for additional safety in the dark. Yankz laces retail at £6.95 or £7.95 for the reflective model. For further details of the Yankz range contact Anatom on: 0131 221 2200. Email: [email protected] Web: www.anatom.co.uk or www.yankz.com

48 SPORTS INSIGHT Ronhill women’s collection Ronhill’s new summer 2005 collection has something for everyone: an array of colours, flattering fit and sun protection. Shorts range from classic to baggy to lycra and are priced from £15- £23; t-shirts, from sun protection to seamless with hidden support to asymmetric, are priced from £20-£28; and training pants from classic to warm down retail from £20-£35. Ronhill: 0161 366 5020.

Superfeet footbeds Only Superfeet has the technology and experience gained through 27 years of product development to create a footbed that delivers 100 per cent comfort throughout 100 per cent of the stride. The result is healthy feet for life. This was highlighted recently when Runner’s World magazine voted Superfeet number one for providing Best Support. Most people suffer from over-pronation and a Superfeet footbed will stabilise the foot into a neutral position, aligning the whole body into the correct position. In turn, this reduces stress on other bone joints and the risk of potential problems in later life. Superfeet footbeds also provide a firm cradle for the heel - improving shock absorption and reducing heel strike. Common injuries among runners includes planar faciitis and shin splints, this usually results from misalignment and over-pronation. A biomechanically sound insole from Superfeet will limit pressure and over-pronation, eliminating the strain on the plantar fascia tissue that runs along the bottom of the foot. For further details of the Superfeet range of performance footbeds contact the UK distributor, Anatom, on: 0131 221 2200. Email: [email protected] web: www.anatom.co.uk

HILLY technical performance running socks Sales of HILLY's technical performance running socks continue to soar. The comprehensive collection includes an ultra light racing sock, a padded sock and the phenomenal double layer, anti-blister Moisture Management range. The socks, designed by running legend Dr Ron Hill MBE, who also has a PhD in Textile Chemistry, incorporate technical yarns including X-STATIC, Meryl Skinlife and Coolmax. The company is currently developing a number of significant new innovations to be launched in early 2006. HILLY will launch a complete new range of accessories for the summer/autumn, including neoprene products, hats, gloves, reflectives and water bottle carriers. Forward orders indicate that they will also be a roaring success. For further information call: 0161 366 8207.

www.sports-insight.co.uk 49 IN SEASON FOOTBALL Football

Nomis football Nomis is a technical, performance-led brand. Two years in testing and trialling with top sportsmen, the brand is based on one simple philosophy - all sports performances, indoor or out, are affected by moisture, sweat, dew or rain. Nomis has created a leather that is impregnated with a technology which responds to all types of moisture. As a result, grip increases the more moisture present. Be it golf or rugby gloves or boots for rugby and football ‘the wetter the better’. www.nomisfootball.com Contacts: Tom Hawkins southern sales/marketing manager. Tel: 07855 370417. Email: [email protected] Alistair Woodhead, Brand Manager. Tel: 01756 797954. Email: [email protected]

Mitre PRO 100T Mitre ball boffin Duncan Anderson says that the PRO 100T is the fastest, most accurate football the company has ever produced. “It travels at speeds of over 100mph, yet still allows players to retain full control,” explains Anderson. “Mitre are aware of the current debate in the game about footballs deviating in flight, which leads to goalkeepers making uncharacteristic mistakes. The PRO 100T flies true and will not move around in the air like other balls.” With an RRP of £69.99, the PRO 100T has a 26-panel seam construction, a high performance bladder with increased elasticity that transfers the power from the player to the ball and a new Cincap lining system, which controls and maintains the ball shape. A super microfibre grain surface breaks up the airflow evenly over the ball - allowing the ball to maintain top speed for longer. Mitre: 01625 538410.

50 SPORTS INSIGHT Sells Goalkeeper Products 2005 Range Available from the start of June, the new range from Sells is its most complete to date. Says the company’s Product Manager: “The main improvement to the Sells glove range this season is the introduction of the Adhesion Ultra latex palm. We find that the most effective method of testing new foams is to involve our professional endorsees. These guys will be training with various new latex palms from very early on in the development process, reporting back to us which foams perform best. “This way we can be satisfied that our materials perform to a professional standard in an authentic environment. The Adhesion Ultra latex is a sensation. Every keeper who has tested it has raved about the comfort and how well it grips in wet conditions.” The new catalogue is available now. Telephone enquiries: 020 8761 5526. Email: [email protected]

Umbro X Boot & Elite X Lite Finished in a patriotic white, red and silver, Umbro’s new X Boot (as worn by Michael Owen) perfectly complements the best- selling England away kit. The boot uses X-Static technology, an intelligent silver fibre that acts as a climate control system as well as an anti-microbial agent to ensure that swear and bacteria are practically eliminated. Made in K leather, the X Boot has asymmetrical lacing to maximise the active kicking surface area and the strike area at the centre of the red X graphic benefits from engineered multi-layers of raise polyurethane. The Elite X Lite - favoured by John Terry, Luis Garcia, David James and Barcelona midfield maestro Deco - are made from an ultra-light Japanese microfibre, which means that the boots weigh just 245 grams. The boot delivers comprehensive protection by making use of the latest materials and additional security comes courtesy of the X injected onto the boot’s external heel counter. Umbro: 0161 492 2222 or www.umbro.com

www.sports-insight.co.uk 51 GO WHERE NO MAN HAS

Removable inner sock BEEN with high density shock absorbing pad BEFORE

Strong internal heel shaped to the slimmer fit of the Unique asymmetric lacing system aids fit female heel to the female foot taking pressure away from central instep area

12 stud PU moulded outsole

INTRODUCING THE WORLDS FIRST PERFORMANCE ENHANCING FOOTBALL BOOT FOR WOMEN See the full technical range at www.footiechick.com or call for more details on 0161 926 1080 Great brands ... need great systems

A great brand is determined by many factors... Reputation. Quality. Integrity.

In many cases, it is a company’s greatest asset, one that delivers value as it grows and matures over time.

Geac knows great brands. Proven and implemented worldwide, Geac’s RunTime solutions help our customers design, produce and deliver many of today’s leading brands. Companies such as New Balance, Oxbow and Ripcurl rely on Geac everyday for quality, results, for success.

With Geac RunTime businesses are cutting time to market, improving their customer response and optimising inventories by exploiting its work flow and collaboration tools.

Discover the value that Geac RunTime can bring to your business.

Don’t just take our word for it. Contact us now to request your free copy of our latest customer success dvd. Don’t put your brand to the test Choose the best... Geac RunTime www.geac.com/go/sportswear

Telephone: +44 (0)1527 496444 Fax: +44 (0)1527 496325 Email: [email protected] INCREASE YOUR SALES Bagging a Bargain Giving customers something for nothing can make a big difference to your sales figures Words by: Tony James

On the first day Lauren Grayson took over a sports outfitters and leisurewear store in Bristol, three every customer people came into the place and only who brought along a one made a purchase - a £10 friend. They must have thought sweatshirt. it was Christmas every week." "By the end of the first week I realised that the business was in Loss leader serious trouble unless something was Grayson estimates that five out of people feel done quickly to bring in customers," every10 customers who got a bargain good when they find a bargain. They says Grayson, 44, a former financial or a free gift came back and bought get a thrill out of beating the system consultant, who had paid £50,000 for something more expensive. "I got the and getting something for less." the lease and stock. money I laid out back in two months," "One of the biggest challenges a A year later the business was she says. "Bargains make sales but, small retailer faces is making the averaging over 100 customers a day. more important, they bring customers customer feel at ease in the store and Today, five years later, Grayson has back again and again." ready to buy," says top consultant put two rivals out of business and has So just why are shoppers so Thomas Rizzo, who advises on the opened another store in the city. attracted to bargains? "Because it's value of image. "And offering How did she do it? "Basically by fun," declares consumer consultant, bargains is one of the best ways to giving things away at bargain prices," Pam Danziger of Unity Marketing break the ice. she says. "I had to do something (www.unitymarketingonline.com). "The truth is that bargain offers drastic and reckoned that nothing was "And the more fun retailers can make rarely make a profit, but as a way of guaranteed to make more of an it, the more successful they'll be. narrowing the distance between buyer impression on potential customers "Having studied this passion for and seller and paving the way to more than getting something almost for bargain hunting among shoppers, most lucrative sales, they are invaluable. nothing. of whom could afford to pay the full "For instance, a 'free trial offer' "I also gave away surplus stock price, we found that discount shopping can be just a way of getting a with every new order and a free gift to is regarded as exciting. It makes customer's name, address, phone and

54 SPORTS INSIGHT willing to be influenced. All they 'discount offer'," Thomas Rizzo says. usually need is a little nudge." "In fact, most retailers calculate sales When it comes to encouraging discounts from full retail prices, so 40 web customers to snap up bargains, per cent sale might really mean only there's no shortage of strategies to 20 per cent off the normal price. But choose from. But first you need to be that doesn't seem to matter to sure that your site is geared to fast, customers desperate for a bargain." convenient sales. Small retailers confirm that "Do everything you can to get out bargains really can make a major credit card number so that they of the way of the purchase," Ruth difference to sales figures. For can be set up for the real pitch, which Stevens advises. "Make sure your site instance, when new customers comes later. Some people say this system has smooth navigation. Reduce the patronise Paul Davis' carpet cleaning is unethical but it's worth millions in number of clicks required to get to the service in Bacup, Lancashire, they get subsequent business." bargain purchase. Streamline the order a personal letter, fax or phone call of page and try to eliminate scrolling. thanks, plus another welcome surprise Online Bargain hunters soon give up if - 20 per cent off the bill. Current successful ‘bargain offer’ ordering gets tedious." It's a move that has paid off. "At strategies include the chance of winning Another tip is to put special least half of all new customers two free cars a month for people bargains on your home page. Jim recommend me to friends and registering on a store’s website. Customer Daniels, who sells sports books via the neighbours," says Davis, 34, who lists were then sold to other advertisers. web, says as soon as he began making started his businesses three years ago. And when Microsoft offered free special offers on his main page "Appreciating your customers seems internet access for six months it certainly impulse buyers crowded in. to be so rare nowadays that what I do got the best of the bargain - over 70 per "My orders increased makes a lasting impression. cent of users later signed up to pay for the immediately,” he says. "Most of these "It brings more interest than all service when the free period was over. buyers are first-time visitors to my site my advertising. I decided that building This comes as no surprise to and traditionally these are the hardest up a new business is no time to be marketing experts: internet browsers eggs to crack. The fact is, a lot of subtle. Anything that sets you apart simply can't resist bargain offers - take-up people just can't pass up a bargain from the crowd will give you a head has increased 300 per cent in the past two sale." start on the competition," says Davis, years. whose business has grown 40 per cent "Consumers on the web are roaming Discount offer in the past two years. all over the place with their minds and The experts agree. "Few words in the This is confirmed by studies at the wallets open,” says Ruth Stevens of English language create more Manchester Business School, which eMarketing Strategy. "They are ready and excitement than 'sale price' and have shown that more publicity is

www.sports-insight.co.uk 55 INCREASE YOUR SALES

PRIZE DRAWS Bargains make sales but, more important, they bring customers Competitions always bring back again and again publicity, particularly if you donate goods or services as prizes and invite local celebrities to the prizegiving. Get visitors to sign a guest book - a useful source of possible business. Even though you're giving things away, competitions can be profitable - when a Nottingham garage donated a car service as a prize the winner was so pleased with the result that four of his friends booked in their cars. The original service cost the garage £120 but the resulting extra business brought in nearly £500, plus valuable publicity. Studies confirm that contests with prizes have never been such a boost to business - restaurants have held eating competitions, dentists organised smile contests and video rental stores staged movie trivia quizzes. When Darren Rogers took over an exercise gym in Manchester he found Sunday was a slow business day. Now he runs free Sunday gymnastics competitions for different age groups and business has more than doubled. Experts agree it's the thought that matters as much as the value of the bargains or free gifts you give to customers. Sports equipment supplier Brian Baker gives away coffee mugs filled with pens - all marked with the company logo - to clients visiting the office. "Gifts are good public relations," he says. “They keep the company name in front of clients. And people can't help but feel warmly towards you when you give them something for nothing." And the cost: under £250 last year. "I don't know if it's just coincidence," says Baker, " but I haven't lost a customer since I started showing people that I appreciated their business." It's also important to remember that once you've lured customers into your shop with tempting bargains, at least 35 per cent of people can be persuaded to part with their cash or credit cards for goods they had not originally intended to buy - if the conditions and the “Women are more likely to go for sales strategy are right, according to researchers at the University of Florida. bargain offers” Who is most likely to go for bargain offers? Studies at Sussex University found that up to 65 per cent are generated by free offers and where retail customers are women, but anyone will succumb to something that's bargain deals than any other retail concerned. For instance, either cheap or free if conditions are right. promotional campaigns. rather than return surplus For instance, a recent study in a major US sports For instance, when a West stock from last year's goods store showed that trolleys crammed full of cut- Country bakery sent free packets collections, cosmetics retailer price sports clothes and equipment needed re-filling of delicious, traditionally-baked Sarah Anderson bought it at every hour on holiday weekends when the weather was biscuits to target customers - high cost and gave it away as a warm and sunny. class grocery stores - nearly 70 free gift with every new And that included a trolley that was accidentally per cent put in orders. And the order. filled with expensive - but only left-footed - trainers, campaign made headlines in a It was a shrewd move: going at a fraction of the original price. bakery trade journal. eight out of 10 free gift A spokesman said that all the trainers were sold There's no doubt that recipients became regular and no one came back to complain. "It seems," he said, seeming to get something for clients and Anderson got her "that so long as the price is right, and the sun is shining, nothing makes a big impression investment back in a month. everything's a bargain!" si

56 SPORTS INSIGHT Cool Agents required ‘N please contact Dry Tel:01483 860789 email: [email protected]

Not just any towel! Exclusive rights in UK, The Sammy Cool ‘N Dry product is an extremely hydrophilic, microporous, reinforced, hi-tech, Europe, Middle East, polymer sponge towel. Basically, a cool product that is multi-functional, highly durable, and Pakistan/India, really works! Used wet, it cools the body on a hot day it dries off anything wet after a sudden Sub-continent and shower. The Cool ‘N Dry towel is waffle textured on one side (for cooling), and Australasia smooth on the reverse side (for fast absorption). Colours and Size: The Sammy Cool ‘N Dry is 33 1/4” x • The towel for all sport’s and the 13” (Sq. ft). This product is available in Blue, Green and Yellow. choice for champions Multiple Uses: Cool Off: wear around the neck as a • Used by swimmers and divers cooling towel; over the head, as a bandanna; soak Cool ‘N Dry in ice water for over 20 years and bathe yourself in cool moisture after exercising. Dry anything wet: • Made of high tech PVA materials body sweat, hair, body after a shower, washable, sand or hair do not stick. • Highly absorbent (seven times Price: Available at £12.50 + VAT + P&P greater than normal Terry Per unit toweling) Club quantity Dries off quicker that traditional discounts available. • towel ideal for after those dives, laps or showers • Convenient storage tube for travelling

To order: Tel/Fax: 01483 860789 email [email protected] E-TAILING

The perfect host How to choose the best hosting service for your website

Words by: If you have a website, or are overall business plan and not businesses will be in an ideal position to Dave Howell thinking about setting one up, something that is considered as an specify their own specific requirements choosing the right host is of afterthought and choose their ISP in order to satisfy paramount importance. Remember, “Every business is different, but those.” that even if your server goes down for there is one thing that they all have in Ideally the hosting service that you just a few minutes it could translate common - the need to succeed in their choose will be able to offer you 24/7 into thousands of pounds of lost market,” says Jomie Carmichael, co- uptime, so look at the statistics for its revenue. founder and Director of Eclipse server downtime and whether it has If you thought all hosting services Internet, which won best business back-up systems in place when it were the same, think again, as the broadband service provider in 2003. experiences a power failure, for variation in technical and customer “We would suggest strongly that instance. support can be quite striking. businesses carefully assess their The data that your website will have requirements before even contacting an moving through it is of critical Service levels ISP. Internet services represent a huge importance, so look at the bandwidth Hosting is big business. According to benefit to most business scenarios, but use that your server has. Try and use a market intelligence organisation IDC, until the requirements are pinned down host that is using around 50 per cent of by the end of 2005 UK business will there is little point subscribing to its bandwidth, as this will give you have spent $1.7 billion on hosting services as they will not be utilised plenty of breathing space during the services. Where your business spends fully in the workplace. Once this times your site has heavy traffic. What its money should be part of your exercise has been carried out, this means to your customers is that

58 SPORTS INSIGHT sound very important, but it is. You Buying hosting services for your have to closely monitor traffic as this business should be approached with information will allow you to all the care and attention you would improve your site that, use with other purchases for your correspondingly, allows your business business. Begin by looking at those to become more profitable. Ask to see companies that belong to ISPA, and a sample of the traffic statistics then look at the services and features document that the ISP you are they are offering. thinking of using would send you if Once you’re satisfied that you you signed up for its services. Check know precisely what level of service this carefully to make sure it has all you can expect to receive for your the information you need to track monthly fee, only then sign the your site’s traffic. contract. All hosting services are not the same, so take your time to Hardware matters choose the right one for your The type of hosting service and the business. si servers that are used by the ISP are also areas that you should pay CHECK LIST attention to. You have two general choices. Shared servers, as their name Service Level Agreements suggests, will be a server that you Any hosting service worth its salt should offer share with other websites. This can be you one of these. Look closely at every clause an economical means of hosting your so you don’t get any nasty surprises. Most website, but you should ask which items should be open for negotiation. other sites your server will share space with. Bandwidth You ought to think carefully The speed and efficiency of your website about shared servers as if another depends on how much data your server can “You have to closely website encounters any problems that send and receive. This is the bandwidth. Look monitor traffic as this could affect its server, such as a virus for a hosting service that has bandwidth or spam email attack, which utilisation of below 50 per cent to avoid information will consequently makes the server fail, bottlenecks. allow you to improve your website would go down as well. The second choice is a dedicated Dedicated Servers your site that, server that only contains your To avoid problems that other websites may website. Dedicated servers are not as have on the server you are sharing with them, correspondingly, expensive as they once were, so are look for a hosting service that offers dedicated allows your business well worth the extra money. If you do servers. These services cost more, but allow decide on a dedicated server, look you greater control over the security of your to become more closely at its support agreement as the server. ISP who is selling you the server profitable” space also needs to keep security Connection to the backbone patches up to date. Your ISP can be connected to the internet in This maintenance may be one of three ways. These are referred to as included in the overall cost of renting tiers 1, 2 and 3. Look for a host that has a tier 1 connection, as this means they have their they won’t experience any delays the dedicated server, but check just in own portion of the internet that they control. when they are moving through your case it’s not. And lastly, try and buy These are the most expensive, but the most site or, more importantly, when they server space that you can expand into. reliable. are placing orders. You don’t want to find after a few Try and ensure that you have a months that you have outgrown your Capacity service level agreement that details server and need to move to a new Look at the data traffic statistics that your ISP exactly what your ISP is offering one. This will inevitably mean some should be able to provide you with. What you you. Look closely at the maintenance downtime, which your business are looking for is high levels of uptime, which and out-of-office-hours clauses. And should try and avoid at all costs. means that the ISP is always connected to the look for a hosting service that is a The security of your servers internet and can cope with the traffic that member of the Internet Service doesn’t stop with the data they your website is generating. Providers’Association contain. You should also look (www.ispa.org.uk) - the trade body carefully at how the physical security Tracking of the industry. If you consequently of the server itself is handled by your Your ISP should be able to provide you with have any problems with your ISP ISP. Servers are a commodity that full traffic statistics of the data that moves you can take it up with ISPA. criminals would love to get their though your server.This information is crucial Lastly, you must ensure that the hands on. Check the security of your if you are to effectively monitor whether your hosting service that you choose can ISP’s building. 1&1 hosting, for investment is being returned to you as provide you with accurate traffic instance, has CCTV monitoring 24 expected. statistics for your site. This may not hours a day using 150 cameras.

www.sports-insight.co.uk 59 E-TAILING Selling Online How to develop a successful multi- channel approach to your business Words by: Nick Allen, Chief Executive of Zendor

Zendor, the distance selling shopping to customers? It is important to assess “All customer-facing expert, offers advice to sports retailers how online selling will complement and who are considering investing in the impact on the rest of the business. staff, from call centre online retail market. Research shows Customers who use a variety of that growth in distance shopping channels when shopping actually spend operatives to couriers, offers massive potential for retailers up to 50 per cent more than single can enhance or detract going ‘multi-channel’. channel shoppers (Shop.org/Forrester), a Nick Allen, Chief With Zendor’s guidance on phenomenon known as the ‘halo effect’. from the customer Executive of Zendor developing a successful multi-channel In order to capitalise on this and increase response, sports retailers can embrace overall sales revenue, uniformity across experience” the challenges of establishing a new all shopping channels is essential. important to educate all staff on the multi- revenue stream and successfully Every channel and element of channel strategy and the impact that each integrate an online store with all aspects communication must be consistent and channel has on another. For example, shop of their business. viewed as a tool to enhance customer assistants could offer home delivery if an How can sports retailers improve relationships with the brand - from the item is not available in-store. the likelihood of success once the brand message, to the look and feel and When all aspects of the multi-channel decision has been made to sell online? stock availability. The retailer can also proposition are unified and a ‘single Is just having an online presence take advantage of a multi-channel customer view’ obtained, customer-facing enough, or is there more to it than that? approach to drive targeted promotions - staff can create a positive reflection of the With one in four consumers now for example, if a customer has just business and offer a consistent service. shopping online (Verdict on E-Retail bought a golf club online it makes sense Once established, this will enhance 2005), how can the retailer position to email timely promotions on related customer loyalty and goodwill towards their business to capitalise on sales items such as golf balls or tees. the brand. potential? In online retailing it is possible to For sports retailers considering a High street stores like JD Sports develop a vast customer database (post, move online and developing a channel and niche players such as Proline Sports phone, web, loyalty cards) and if alongside an existing store or catalogue, have already launched online stores to retailers unlock the potential they can an integrated approach is imperative. To challenge and improve their position in increase response rates, reduce costs enjoy the opportunities and success that the marketplace - and others are hot on and, ultimately, enjoy increased developing an extra channel can bring, it their heels. profitability. is essential to carefully plan and implement an online strategy in line with Strategy Seamless other channels. Incorporating an online strategy into Offering a seamless shopping experience Failure to adopt an integrated your sales plan needn’t be difficult and benefits both the business and the approach will leave customers confused ensuring success depends on a few customer. When a customer views the and disloyal, and could ultimately result basic ingredients: developing a clear online shop as an extension of the rest of in loss of revenue. si strategy and business plan, integrating the business, this maximises sales all elements of the marketing mix, potential. If a customer has purchased treating all channels as one outlet for football boots online and then finds the FIND OUT MORE seamless customer service and sizing incorrect once delivered, offering Zendor provides distance selling services delivering consistent and high service the option of returning the boots to the for a range of retailers including standards across all channels. store provides a more flexible service. Woolworths, Daisy and Tom, JJB Sports, A clear strategy needs to be defined The sale can also be retained as staff can River Island, Early Learning Centre and from the outset - what is the retailer offer the correct size whilst the customer Sony Computer Entertainment UK. trying to achieve by going multi- is in-store. If you’re interested in finding out channel? How will each channel fit into All customer-facing staff, from call more about Zendor’s services email this overall strategy? How can the brand centre operatives to couriers, represent [email protected], visit values be most effectively translated the business and can enhance or detract www.zendor.com or call 0161 237 4900. across every channel and communicated from the customer experience. It is

60 SPORTS INSIGHT Epos Software Solutions.

Bleep Computing offer a suite of stock control solutions to retail and internet based businesses. We provide efficient and cost effective routes to speed communications and shorten supply times. These highly functional solutions include:

• in depth reporting on trading and stock positions • seamless integration between front office, back office and e-commerce • real-time ordering, delivery time reduction, • stock reduction • improved access to suppliers • dedicated Fashion Matrix software Support

Bleep Computing aims to provide the highest level in all aspects It is structured as a relational database with a range of modules of services offered to clients. These range from initia covering different sales and stock control functionality. Individual consultation, project management to installation and training, packages can be tailored to precise business requirements and through to post-sales support and maintenance. developed as the business develops. Bleep Computing are one of the U.K's largest EPOS Software Internet data transferRetail Control now provides Internet Developers. communications for PoS data transfer. This increases data Bleep Computing offer consulting, development and transmission speed by a factor of 30, resulting in increased integration services to facilitate the creation and efficiency and lower costs. The added bonus of local call charges implementation of appropriate e-business strategies, enabling further decreases cost. clients to conduct business in an Internet-based environment. XML data extraction Retail Control allows seamless transfer of We design solutions to operate real-time supply-chain functions, data to databases such as Microsoft SQL Server and Oracle. It is which permit businesses to purchase goods and services via the then readily accessible for a wide range of business uses. Internet. In particular, these solutions include real-time ordering, delivery time reduction, inventory reduction and improved access The data extract engine can provide information in XML format. to suppliers. XML offers a powerful, flexible format for expressing data, Products whether as a wire format for sharing data between applications or a persistent storage format for disks. The range of retail software applications are designed and developed within the Bleep Computing organization. Hardware products are sourced from the leading third party EPOS man- ufacturers including IBM and TEC. The flagship back office appli- cation Retail Control by Bleep, operates on all Windows platforms.

Contact Details Bleep Computing 7 St Saviours Wharf Mill Street London SE1 2BE Contact: Mike Rogers Tel 020 7717 0200 Fax 020 7717 0201 Email [email protected] SPORTS NUTRITION SERIES

ATP molecule now becomes an ADP (adenosine di-phosphate) molecule. When this process occurs again, adenosine mono-phosphate results - or AMP - although the prime source of energy is from ATP to ADP. In order for the body to recreate ATP it must have an abundance of phosphates readily available to reattach to the adenosine molecule. Phosphocreatine provides the required phosphates needed to rebuild ATP from ADP (or even AMP). This may allow this energy process to repeat itself more rapidly. For simplification, maybe consider creatine as supplying the fuel that powers the energy Creatine & machine in the muscle. Therefore, creatine may help muscles grow in three ways: Recovery ■ It may help to build lean body mass, which allows greater force to be used during weight training. In addition, Tony Gay of EAS summarises Module 7 of remember that lean mass includes the the EAS Knowledge Source volumisation that may occur with creatine supplementation. This may help to store more nutrients and water in the There are many myths and Volumisation is a term that should muscle cells. misconceptions surrounding creatine. not be confused with ‘water retention’. ■ It may provide more energy for Some sources question its safety, Volumisation refers to the effects that duration of exercise. suggesting that creatine may cause happen when water is absorbed into ■ It may speed recovery between sets for liver damage and dehydration. EAS muscle cells. When this occurs the actual more intense training sessions. believes (and university research size of the muscle cells may increase, shows) that creatine is not only safe, it providing a ‘pumped’ look and feel. Creatine loading EAS’ Tony Gay is the ‘one that works’. Additionally, water will naturally draw Something that is also often spoken about In other words, creatine definitely other key nutrients such as amino acids is creatine loading. This is simply the has attributes that support cell and creatine along with it into the practice of taking multiple doses of volumisation, recovery, strength and muscle cells. creatine each day for a period of several burst energy. It is probably the most When a muscle cell is volumised, it days. Creatine loading is a popular widely-used nutritional supplement and may trigger protein synthesis, minimise practice with weight trainers to speed the seems to have universal success in tissue breakdown and may also increase process of saturating muscle cells. promoting gains in size and strength. glycogen synthesis. This could equate to It may take up to 30 days to fully new muscle growth, larger and stronger saturate the muscle cells with Naturally formed muscle fibres, increased muscular energy supplemental creatine. After the loading and faster recovery. Creatine is naturally formed in the liver phase it is normal to continue with a daily through a chemical process that maintenance dose of creatine. Creatine combines several amino acids. On Muscular energy loading is not essential; however it does average, our bodies produce and use Once inside the muscle cell, creatine help to flood the muscle cells with approximately two grams of creatine binds to a mineral called a phosphate phosphocreatine storage in a short space each day and, under normal conditions, and is then permanently stored as of time. Using this method, muscle cells we typically stay in creatine balance. It’s phosphocreatine until needed. This is could be fully saturated with creatine in also found naturally, occurring in animal where EAS’ brand name Phosphagen as few as five days. si proteins such as chicken, beef and fish. originated. Phosphocreatine is stored in For example, a pound of raw beef the muscle cells until it is needed to help contains around 1.8g-2.2g of creatine. create a special molecule called ATP. FIND OUT MORE Creatine is used for producing ATP is what actually provides the More information on supplements muscular energy. As creatine molecules muscular energy. that can help aid recovery and are shuttled into the muscle cells they ATP stands for Adenosine Tri- performance can be found in Module may bind to water molecules, which Phosphate because it comprises an 7 of the EAS Knowledge Source may result in cell volumisation. This is adenosine molecule with three training programme. one of the positive effects of creatine phosphates attached. A phosphate is a To obtain your own complete copy that contributes towards gains in lean mineral commonly found in many foods of Knowledge Source contact Tony Gay body mass. Cell volumisation and and multi-vitamin products. at EAS by emailing [email protected] or recovery work hand in hand for the When one of these phosphates call 07973 800854. benefit of fitness enthusiasts. breaks loose energy is released and the

62 SPORTS INSIGHT THE PRINCIPAL TRADE MAGAZINE FOR UK SPORTS RETAILERS, MANUFACTURERSNEXT ANDISSUE DISTRIBUTORS Next issue Sports

MAY 2005 NEW PRODUCTS IN SEASON INSIDE THIS ISSUE CONTACTS Insight www.sports-insight.co.uk Focus on skates and boarding, running, school sports, swimming and darts TRADE NEWS BETTER BUSINESS

ARE YOU A GOOD BOSS?

How to attract and retain the best staff COMPETITIVE EDGE Why effective staff training is crucial to your long-term success FLIGHT OF FANCY Why more and more people are stepping up to the oche FULLY COVERED? Is your current insurance scheme tailored to fit all your IN SEASON requirements? Focus on table tennis, fitness, running and football INCREASE SALES E-TAILING Give your customers a discount deal How to legally capture your online customers’ details SHOW TIME Visionary How to get the best out of trade exhibitions - plus full MINORITY SPORTS Thinking ispo summer and Outdoor Preview rundowns How to cash in on profitable niche markets

For more details: Tel No. 01254 278873 e-mail [email protected] Available June 24th

www.sports-insight.co.uk 63 THE DIRECTORY To advertise here call 01206 505 947 or Email [email protected]

ATHLETIC / SCHOOL CLOTHING BADGES & TIES

• WATERPROOF JACKETS • - Badges & Ties - - Hand and Machine Embroidered Badges - • GILET TOP • - Woven and screen printed ties - VIGA • LONG-SLEEVE TOPS • Athletic Clothing Co. Ltd - Small or large quantities - • LEGGINGS & PANTS • Specialist manufacturers to Sports Clubs Tel: 01257 269611 • CLUB TRACKSUITS • We would be pleased to quote for your requirements. Fax: 01257 241677 • VESTS • MARK HANDFORD & C0 www.viga.co.uk 78 Coleswood Road, Harpenden, Herts AL5 1EQ Tel: 01582 762065 Fax: 01582 623317 • SHORTS • email: [email protected] website: www.markhandford.co.uk MARTIAL ART EMBROIDERS

NO MINIMUM ORDER DESIGN SERVICE For All Your Martial Arts And Boxing Equipment ALL TYPES OF SPORTSWEAR TOP TEN HAYASHI SPORTS LTD AND ACCESSORIES 61 Warwick Road, Rainham, ✥ ✥ Essex, RM13 9XU Embroidered with your club logo/design or name ✥ Sew on badges available ✥ Tel: 01708-522288 Fax: 01708-523322 01487 711884

Email: [email protected] EMBROIDERY email: [email protected] MERCHANDISING

QUALITY SPORTS & PROMOTIONAL MERCHANDISE OFFICIAL PREMIERSHIP FOOTBALL SOUVENIRS We are suppliers to the sports souvenir industry with direct Full ranges of the UK’s top clubs’ official merchandise sourcing expertise across a wide range of promotional available to retailers at wholesale prices. products and corporate gifts. More than 100 great selling lines including: Take advantage of our factory direct prices with hats & scraves; stationery; soft toys; footballs; FREE artwork & design, tooling, sampling and delivery! keyrings & badges; T-shirts; gifts & souvenirs etc. T: 0161 282 0770 F: 0161 282 0733 T: 0161 282 0770 F: 0161 282 0733 E:[email protected] E:[email protected]

SWIMMING / ACCESSIORIES FOOTBALL BOOTS

Manufacturer of Football Boots, Sports bags, Bootbags, Wallets etc. Prices on request

Leading German manufacturer requires agents TRAMPOLINES in most areas of the UK. Please contact Alan Gardner on 01202 515251

Fashy UK Ltd - 192 Alma Road - Charminster - Bournemouth BH9 1AJ Tel: 01202 515251 Fax: 01202 531409 email: [email protected] web: www.fashy.com

EPoS / STOCK MANAGEMENT

Authorised reseller of the Microsoft Retail Management System and our Retail VPoS Retail Systems Group System for Sage Line 50. www.RetailSystemsGroup.com Tel:0121 742 0484

CRICKET SWEATERS EPOS CHIP/PIN Custom-made cricket sweaters in club colours. Plus Bowls/Schools/Golf. Contact: Balmoral Knitwear Galston, Ayrshire, KA4 8HF Tel: 01900 829 229 Fax: 01900 829 009 info@[email protected] www.balmoralknitwear.co.uk SportsInsight

MARTIAL ARTS / EQUIPMENT

FOOTBALL

Rugby Soccer Training Wear Hockey Basketball Visit our website to view our latest range or ring team Spall and request a free colour brochure. Spall now offer customised maunfacturing, Spall LTD, Factory Street, Dudley Hill, design your own kit/training wear, Bradford, West Yorkshire, BD4 9NW. or adapt our existing range to TEL: 01274 689968 FAX: 01274 652265 suit your team colours E-Mail: [email protected] and specification. Web:www.spall.com

SOCKS RACKET SPORTS Tel: 0116 283 9427 Fax: 0116 244 0193 Tretorn

• Football, Rugby, Hockey and Back-to-School socks Pressurised • Z Tour • 150 designs & colour-ways, all sizes ex-stock Manufacturers • Championship • Knitted-in logos • In house design and suppliers of the • Z Tour Trainer • Cotton Feet • Padded Soles • Extra Stretch revolutionary EuroSock Pressureless • Plus • Micro X WEB DIRECTORIES • Micro X Trainer Low BOLA CRICKET BOWLING MACHINES • Mini Tennis Red, Compression Orange & Green • NEW remote control For further details contact: automatic feeder. Stuart & Williams Tel (01344) 311587 • NEW electronic random 6 Brookfield Rd, Cotham, [email protected] delivery mode. Bristol BS6 5PQ Tel: 0117 924 3569 Fax: 0117 944 6194 website: www.bola.co.uk

WEB DIRECTORIES AGENTS REQUIRED Need more income? Free to Use PRICE of BATH The UK ball maker of squash, tennis, The free to use on-line directory of UK mini tennis Racket balls, Skittle balls suppliers to the retail trade need Sales Agents You can quickly and easily browse through over 150 Commission plus expenses product categories featuring descriptions, contact details and links to the websites of 100s of UK based suppliers of the stock you want to sell. www.jpricebath.co.uk www.thewholesaler.co.uk Tel 01225 742141

TABLE TENNIS RACQUET RESTRINGING

Cornilleau UK Ltd The Table Tennis Specialists Phone: 020 8540 2500 Fax: 020 8540 2524 E mail: [email protected] Website: www.cornilleau.co.uk TAIL-ENDER

be interested to know that the attrition level here is half that of a normal office set-up." Under the I had either stumbled into a greengrocer's or a madhouse and decided it was 50 per cent of both. counter No one went out to the pub at lunchtime like they did in my day. A sideways look at the world of independent retailing Now it seemed you either sent out for a sushi or looked for something Words by: Tony James edible in the office kitchen filled with fruit juice, soya yoghurt and I did a pretty silly thing the other day - I Not having worked in a proper organic chocolate. got myself a proper job. Actually it office since the distant carbon-paper On the second day I sneaked out wasn't quite as bad as it sounds. A days of 1972, when middle-aged ladies and had a sandwich and a Coke in friend, who's a major sports equipment brought tea round in enamel jugs and the park and rang Norman, who was wholesaler, offered me a week's stint in we ground out our fag-ends in the lids thrilled to report that he had just sold his office putting together a glossy new of Zube lozenge tins, I reckoned I a cricket bat to a nun. When I got promotional brochure and the might find a few changes. But nothing back I was told that my absence had opportunity to burn someone else's could have prepared me for the reality. been reported. "You've got to be one electricity and use a grown-up coffee The promotions manager, whom I of the team," said the promotions machine seemed too good to miss. had never previously met, was 14 and manager. "You've obviously worked Leaving my faithful assistant wearing an Armani suit and a t-shirt on your own too long." Norman in charge of the shop with with the message, ‘Sod That For A In fact, I'd never felt so solitary strict instructions not to buy any fire- Game Of Soldiers’. as in an office packed with 35 damaged stock from men in white vans Glancing at my Fair Isle jumper, people. Attempted badinage with the or give credit to anyone with facial he said: "You shouldn't have dressed tea lady got me a warning for sexual piercings, I set off for the office with up. We like to keep things casual harassment and a cup of tea that high hopes. here." tasted like hot petrol. No one in the building was over 16 I'd forgotten how little work was DISASTER and the place trembled with garage done in proper offices. One In fact it was an unmitigated disaster music. Languid girls in denim looked afternoon everything stopped for a from start to finish, and my advice to at me as though I was someone's dad talk by a consultant in green socks anyone contemplating returning to who had been told to wait in the car. on ‘the tall poppy syndrome’ - sadly serious work from the timeless "You'll be hot-desking,” the nothing to do with gardening, which backwaters of independent retailing promotions manager said, which might have been interesting, but the should tie themselves to the nearest translated as: "You'll have to find latest management gobbledygook for drainpipe until the feeling goes off. somewhere different to sit every day being jealous of other people's and don't get in the way." success. My last office was like There were earnest discussions an upended frosted-glass about comfort zones, counselling out coffin. This was the size of (that's getting the sack), organisation a netball pitch and full of culture and loyalty overlap. Only on cross-looking people staring the last day did anyone actually talk at screens. When anyone to me about work - a girl looking spoke it was to order a sushi like a cross-eyed Gwyneth Paltrow takeaway for lunch. said that what I had done was fine, The atmosphere was but perhaps I should go easy on the horrible - all the more semi-colons. strange because obviously By now I was yearning to get no expense had been spared back to the shop, helping Norman to try to make everyone feel with the Mirror junior crossword and at home. heating a pie at lunchtime in the microwave on top of the filing MADHOUSE cabinet. Happy days. "Everyone has to have five "We can probably fit you in here interviews before they work again from time to time," the here," said the man who promotions manager said as I left. showed me the way to the "At least it would keep you in touch gents. "We have to be with the real world.” certain that the company The answer to that, I told him as recruits only apples without I pocketed the cheque, was on his mixing in any pears. You'll t-shirt. si

66 SPORTS INSIGHT Life with balance

THE 1050 Glastonbury Abbey Protection for rugby

Conforms, flexes and moves with every movement of the body

Compression fit to reduce fatigue and injury

Machine wash and dry for ultimate convenience Hundreds of individual

HexPads are permanently hDc Moisture transport technology to regulate bonded into snug fitting body temperature compression gear and

strategically placed for

maximum protection. All

HexPad products conform

and flex with you body

movement like a second

skin, and feature our hDc

moisture transport

technology to help the

body stay cooler and dryer.

HexPad products are 766 Armaflex Max hDc Shirt 767 Armaflex Pro hDc Shirt available for Football,

American Football,

Basketball, Baseball,

Volleyball, Handball, Ice

Hockey and more...

769 Padded hDc Short 768 Armaflex Lite hDc Shirt

McDavid Sports Medical, Protective Apparel and Sports

Tel: 08701 188002 Email:[email protected] Protection available from: Tel: 01535 600342 Email:[email protected]