FEBRUARY 2018 £3.50

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Editor: MARK HAYHURST Tel: 01206 508618 WELCOME Elevate announces thought Email: [email protected] to this month's Sports Insight Advertising Manager: ­KEITH MARSHALL leaders' conference for 2018 Tel: 01206 505947 Fax: 01206 500243. Thanks to increasing industry Max Quittenton, founder and consumer engagement. The Email: [email protected] director of Elevate, says: “The inaugural Elevate Conference will support Elevate, the UK’s Advertising Sales challenge the sector to fulfil this largest physical activity trade physical activity sector is currently 21-23 Phoenix Court, Hawkins Rd, event, has announced details experiencing huge momentum in potential, outlining an ambitious Colchester, Essex CO2 8JY of a new thought leaders’ terms of governmental support, vision for its role in society. conference at ExCeL . media coverage and increased Influential speakers will assess Group Advertising Keynote speakers at the two- the evidence, analyse the current Manager: SAM REUBIN state of play and present the I hope all of you who attend ISPO day, May 9-10, free to attend Group Editor: opportunities. had a great time and completed Conference, which is supported FAE GILFILLAN “From social prescribing to some good business. by MINDBODY, include TV Tel: 01206 508615 Are trade shows, however, a thing of journalist and presenter Dr open data, digital disruption Publisher: MATTHEW TUDOR the past? Well Paul Sherratt believes Michael Mosley, the face of to community-wide behaviour change, the Elevate Exhibition & that they still have a future and are programmes including The Truth Art Director: LEE WHITEFORD About Exercise and Trust Me, Conference aims to inspire bigger relevant today's quickly-changing Advertisement Art marketplace. I’m a Doctor; Tracey Crouch, the picture thinking, new partnerships Director: KEVIN DENNIS Do you have your ear to the ground? Parliamentary Under Secretary of and decision making to unleash the State for Sport and Civil Society; DR MICHAEL full power of the physical activity Reproduction: Well the next thing you should be MOSLEY doing is social listening. If you don't Virgin Active UK Managing sector as a force for good in society.” ACE PRE-PRESS. know what that is then Jonathan Director, Robert Cook; and public During both days over 200 Tel: 01206 797541 Quint will guide you through this health expert and frequently speakers will represent published author Sir Muir organisations including: Photography: marketing phenomenon. CLIQQ PHOTOGRAPHY What do you know about Gray CBE. Department of Health, During both days the GLL, World Health www.cliqq.co.uk Millennials? Well Fiona Bugler tells Twitter: @CliQQphoto you nine things every sport retailer growing Exhibition Organisation, NHS needs to know about them. takes centre stage and , Sport England, Accounts: SUE CARR. Keeping up to date is vital in boasts over 200 leading ukactive, Virgin Tel: 01206 505903 business and so is doing your suppliers showcasing Active, Park Run, Published by Maze Media (2000) research. So Paul Clapham explains the very latest products DCMS, MacMillan Limited, 21-23 Phoenix Court, Hawkins Rd, Colchester, Essex the importance of looking into your and innovations Cancer Research, CO2 8JY market and not resting on your laurels. designed to help private David Lloyd It's a World Cup year and it's not and public sector Clubs, England All contents © Maze Media (2000) gym operators, local Athletics, Places Limited. The views expressed in just for the football. Lily Owsley, star this magazine are not necessarily of Team GB's gold medal winning Rio authorities, healthcare for People, ECB those of the publisher. Every effort 2016 Olympic women's hockey team professionals, personal and British Gas. is made to ensure the veracity and The conference, integrity of the companies, persons, and England's successful European trainers, schools, sports clubs products and services mentioned in Championship winning side, talks and universities get the nation seminars and this publication and details given exhibition are all are believed to be accurate at the to us about her career so far and her moving more. Exhibitors include time of going to press. However, no hopes for this year's World Cup. Matrix, MINDBODY, Dyaco, free to attend. responsibility or liability whatsoever Concept2, JP Lennard, Core To find out more about can be accepted for any consequence We also take a at how Trek or repercussion of responding Bikes are using digital advisors to help Health & Fitness, React Fitness, the full programme for the to any information or advice the novice rider get exactly what Eliko, MYZONE, miha bodytech, conference and seminars, given or inferred. No part of this and to register for a free publication may be copied, broadcast, hey need. Octane, Jordan, Physical interpreted, or stored, in any form, Company, PayAsUGym, Gympass, place, visit for any purpose, without the written I hope you enjoy reading our permission of the publisher. February issue. Hippo Leisure and many more. www.elevatearena.com Sports Insight has a current ABC certified circulation of 5,352 (audit period July IN PARTNERSHIP WITH 1, 2015 to June 30, 2016). The Audit Bureau of Circulations (ABC) is an The official publication of the Federation of Sports and Play Associations independent audit watchdog that verifies magazines’ circulation figures, providing accurate and comparable data for advertisers. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to conform to industry standards. UK/ROW subscription: £25/£42.50 for one year (10 issues).

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"Great sock, Great fit “Excellent Sock, Great addition Gives me the Extra Edge” to my Hockey Gear” Michael Murphy Lee Cole Donegal/ Ireland Footballer International Hockey Player Football is down but vacancy rates rally NEWS Footfall was down year-on- All the very latest in the sports industry... year in January according to a report from the British Retail gaming experiences. As more Consortium. consumer focus and spend moves to Footfall in January decreased by experiences, we are well advanced in 1.6 per cent year-on-year, a deeper delivering unique, world class gaming decrease than the rate seen for ANYTIME FITNESS January 2017 of 1.3 per cent. This APPOINTS BEN DIXON at both local and national level. “Having launched the Belong is slightly better than the three- AS COMMERCIAL AND brand just over a year ago, we have month average of -1.8 per cent, but PROPERTY DIRECTOR now opened 19 arenas and are very below the 12-month average of -0.7 encouraged by the popularity and per cent. Anytime Fitness has appointed Whereas, High Street footfall Ben Dixon as its UK commercial performance of these locations. We look forward to collaborating fell by 1.9 per cent in January, a and property director. deeper decline than seen the same Ben brings over 20 years’ with Sports Direct to increase the availability and scale of Belong and to month a year ago (-0.8 per cent). experience in the fitness This was below the three-month industry to the role and will capitalise on the increasing overlap between sports and esports fans by average of -2.1 per cent. be the driving force in helping However, national town centre the company to further grow Sports Direct to offer esports bringing this unique experience to a wider consumer base.” vacancy rate was 8.9 per cent in its presence in the UK market. January 2018, down from 9.3 per Ben will be responsible for with Game Digital tie-up Jon Kempster, Sports Direct's Chief Financial Officer, said: “We are cent in October 2017. steering projects within Helen Dickinson OBE, British Anytime Fitness’ Property, Sports Direct is planning to open The deal means Sports Direct very happy to partner with Game in esports areas in its stores. will gain 50 per cent of Belong’s building an increased presence in the Retail Consortium Chief- Construction, Compliance and Executive, said: “January painted Procurement departments and It is increasing its collaboration intellectual property and be entitled esports market through the Belong with games retailer Game Digital to half its profits. It has also agreed brand. This is a very good example of a picture of divided fortunes reports to UK CEO with a slight improvement in Stuart Broster. and is intending to allow space to sell to provide Game’s Spanish arm with building a commercial relationship physical games along with Belong- £55m worth of borrowing facilities, via our strategic investment town vacancy rates but decline Ben joins Anytime Fitness in shopper footfall. The latter after two years as group estates branded gaming arenas. Sports some of which could be used to open approach.” Direct brought a 25.8 per cent stake new venues. According to gaming research fell in line with the underlying manager at Pure Gym, where trend of reduced customer he played an integral role in in Game last year. Martyn Gibbs, Game Digital company SuperData, at $1.5B for Belong is the Group's competitive Chief Executive Officer, said: “I 2017, global esports revenue will activity in shopping destinations, the day-to-day of its compounded by the squeeze 200-strong estate and was a gaming and esports experience am delighted that through the grow 26 per cent by 2020 as it attracts centred around physical 'arenas', Collaboration Agreement we are able an even more mainstream audience. on discretionary spending. key point of contact across the Meanwhile retail sales continue business for clubs, regional bringing both casual and competitive to accelerate the implementation of a This increase will be fuelled by a gaming to communities nationwide, key element of our transformational viewership projected to grow 12 per to be buoyed by inflation, masking managers and the the lack of real growth. facilities team. in city and town centres and in major strategy to move from a seller of cent each year and a swelling number shopping centres. physical products to providing of third-party investments. “The more positive picture for Prior to this, Ben spent vacancy rates over the last quarter over 12 years at LA Fitness, is marginal. The Christmas trading gaining experience at director period traditionally sees a boost level and holding posts in risk JD Sports in temporary lets, as landlords and compliance and health PSA and Dunlop get creative with the flexible use and safety after joining the given Iberian of space to create pop-ups. Given company as a general manager. extend partnership that planning applications for new Ben said: “I’m delighted to be go ahead shops have fallen for the ninth joining such an ambitious and year in a row, the mounting cost of JD Sports Fashion Plc has secured The Professional forward-thinking company at property taxation will inevitably the go ahead to form a new €450m Association (PSA) have agreed a key time in its development. mean more empty shops on the Iberian operation. a new three-year partnership Having been in the fitness high street. The company stated that the extension with Dunlop that sees industry most of my career “Retailing is about digital and European Commission gave them the British-based brand extend and worked in many operating face to face interactions with unconditional clearance for its their role as Official Ball, Racket, models, joining a franchise customers and how the different acquisition of retailer Sport Zone. Grip, String and Luggage Partner was the next step. With my channels complement each other. The deal, announced last of the PSA until 2020. accumulation of commercial Having a business tax system and operating experience, I felt September , will see JD combine The updated agreement also its interests across Spain, Portugal sees Dunlop partner with four of that works to support that, not it was time to utilise this in a undermine it, is what the country and the Canary Islands with those of the PSA's flagship events - the PSA STEVE HEATLEY, DUNLOP’S UK GENERAL different way to help benefit MANAGER, (LEFT) AND TOMMY BERDEN, PSA needs and what we remain our customers, the franchisees Sport Zone, part of European retail World Championships, British Open, CHIEF COMMERCIAL OFFICER. group Sonae. Canary Wharf Classic and the season- committed to work in partnership and their customers, with Government to deliver.” Peter Cowgill, Executive ending PSA World Series Finals - to "We've seen increases in profile, the consumer.” Diane Wehrle, Springboard Chairman of JD, said: “We are receive extensive on-site branding prize money and competition Stuart Broster added: Marketing and Insights Director, delighted that this transaction, and activation opportunities at each throughout the past few years and “Having worked with Ben at LA added: “Activity in retail parks which gives us a significantly tournament. working closely with companies like Fitness, I know that Anytime continues to grow, with a shift in enhanced presence across Iberia, The partnership was successfully Dunlop will help us continue to move Fitness is gaining a highly footfall from -0.4% in January has now formally completed. The launched during December's forward through the next three years." motivated and experienced 2017 to +0.9% this January. financial benefit derived from Sport PSA World Championships in Dunlop’s UK General Manager, professional who is an Retail parks clearly now fulfil a Zone will depend on how quickly Manchester where Dunlop received Steve Heatley, added: “We are important piece in our future wider role for shoppers; yes, they we can deal with the store portfolio, extensive on-site exposure through delighted to renew our partnership jigsaw. Ben will strengthen our are convenient and functional rejuvenate the offer and realise a branded exhibition area, branded with the PSA as the official suppliers delivery in all aspects of our shopping locations, but are buoyed the necessary cost reductions and player areas, branded ball plinths and of balls, rackets, strings, grips and vision including our ambitious by the continuing growth in synergies. on court branding. luggage. "We have enjoyed a close growth plans and raising the online spending. Not only are they “We therefore do not anticipate “We are delighted to have extended and successful partnership with the profile of our brand and service efficient click and collect points, that the acquisition will be the partnership with Dunlop for a PSA for many years and this new levels. His proven experience but their attraction is enhanced immediately earnings enhancing. further three years,” said PSA Chief three-year agreement will see Dunlop of managing a large health by a wider offer, embracing However, we remain firm in our Commercial Officer Tommy Berden. supporting and investing in the game club estate at Pure Gym will hospitality. belief that, utilising the skills “It’s already evident that Dunlop of squash at all levels. be invaluable as we meet our “Herein lies the lesson for of the very experienced and are keen to expand their profile “We are also looking forward target of having 190 Anytime stores in urban locations of high knowledgeable management within the sport - as shown with to developing and launching new Fitness sites operating in the streets and shopping centres; team at Sport Zone and our own the introduction of new branding PSA endorsed product ranges UK by the end of 2018.” their longevity is contingent upon expertise, there are significant concepts at December’s PSA World worldwide and enhancing the player Anytime Fitness currently their ability to embrace all steps opportunities to improve Championships - and we're excited and spectator experiences at key has over 140 locations in of consumers' path to purchase, operational efficiencies and to be working alongside one of the PSA tournaments, including the the UK and over 4,000 which implicitly necessitates profitability over the longer strongest brands in the sport through British Open, Canary Wharf Classic, across the world. a first class click and collect term across the enlarged Iberian during what is an exciting time for World Series Finals and the World experience. business." squash. Championships."

@SportsInsightUK Sports Insight Full Page Feb.pdf 1 12/02/2018 16:55

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time at the Team World Cup – I’m sure the home crowds at the Copper Box will really get behind them.” As well as the senior squad wearing Nitro Butterfly livery, the company will also supply kit to the England Youth Squad and National Centre for Excellence, signs with FINIS as well as Table England staff. of Talent & Performance, be signing with an innovator like Simon Mills, said: “We are continuing FINIS are the new team FINIS.” to forge a high-quality partnership sponsors of Nitro Swimming. John Mix, FINIS Cofounder and Nitro also operates one of the with Butterfly and I’m delighted CEO, said: “I have always admired world’s best swim schools. Voted they will continue to supply bespoke and respected the program that ‘Austin’s Best Place To Learn designs to the England team, as well England sign new Mike and Tracy (Koleber) have Swimming’ for the last six years, as having expanded their support built at Nitro Swimming. Our they build confidence and teach to include the lower tiers of our clothing deal with Butterfly partnership with them is an lifelong lessons in water safety. pathway.” exciting opportunity to service one “I’m grateful to Nitro for Table Tennis England have Championships in Malaysia in 2016. Since 2015, Butterfly has provided of the best and most elite programs the opportunity to work with signed a new four-year Taisei Imamura, President of bespoke kit to the England squad. in the entire country.” them,” says Team Sales & Sports agreement with their Official Tamasu Butterfly , said: “We Before that, England wore the same Founded in 2006, Nitro Marketing Manager, Keith Clothing Supplier, Butterfly. are delighted to continue our long- generic kit worn by several other Swimming is a USA Swimming Jizmejian. “I believe this is a The deal will see the manufacturer standing support for Table Tennis nations, with minimal England Gold Medal Club based in Austin, great step for both companies continue to supply bespoke kit for the England and the English team. The branding. Texas. The second largest as we work together to simplify England Leopards squad, who will new kit that we are supplying takes England number two Liam competitive team in the country swimming and help Nitro become compete wearing the new designs advantage of the latest materials Pitchford, part of the World team was recently ranked 11th in the the fastest team in the country.” for the first time at the ITTF Team which are the most comfortable to Championships bronze medal- USA Swimming Club Excellence World Cup in London later this play in and wear. winning line-up, said the squad Program. They have two state-of- month. “I wish England every success in appreciated wearing their own the-art long course pools that offer There are red and black ‘home the Team World Cup and the other unique kit. over 45 scheduled group options and away’ versions of the kit, which important competitions coming up in “It always feels great to pull on an for swimmers of all abilities that also features a new England Table the near future.” England shirt and represent your have helped them win 12 Texas Age Tennis Team logo designed around Table Tennis England Chief country, but it’s felt even more special Group Swimming Championships the traditional three leopards badge, Executive, Sara Sutcliffe, said: “We since we’ve had our own designs,” (TAGS). as well as the logos of Butterfly and are proud to have extended our he said. Head Coach and Founder Mike Tees Sport, the Butterfly partner for relationship with Butterfly and hope Alan Ransome, Managing Koleber said: “We have had a specialist equipment in the British our players can continue to deliver Director of Tees Sport, said: “We great working relationship with Isles. world-class performances while are also delighted to join Butterfly FINIS for several years. And we Butterfly were keen to extend its wearing a world-class brand. in supporting the England team and believe that FINIS has always relationship with the England team in “We are particularly pleased that making the replica kit using the same had swimming’s best interest at the wake of the men’s squad winning our men’s and women’s squads will materials available to Table Tennis their core. We are very excited to bronze medals at the World Team wear the new kit designs for the first England members.”

@SportsInsightUK NEWS 9

Myagi - A fresh wind and real change for German retail

Silicon Valley retail technology show in Munich to work with specialists Myagi opened the regional marketing teams and doors on its German operation create a wealth of new material in January. ready for retail staff right after the Myagi offers more than show. just online learning for retail Tom Mcleod, Co-founder, and businesses. Their goal is to use CEO, Myagi, said: “Germany is modern technology and the power a unique and professional retail of networks to connect every market that we take very seriously. Retail Sales Associate with the It was essential we invest here to right knowledge and information build trust and deliver results for to deliver amazing customer our brands and retailers. Since experiences. the beginning, we’ve learnt a lot Through the application of about adjusting our global model cutting-edge communication to the specific demands of regional technology, Myagi empowers markets. Whilst our network Retail Businesses and their Sales crosses every border, we know that Associates and gives brands more customers have their own culture ways to support their customers. and buying expectations. Working positive, active and always giving 100 Richard Smith, Head of EMEA right in the market alongside our Salming Canada signs Canadian per cent in a no nonsense attitude is development, said: “After we began brand and retail clients, we can appreciated by all. four years ago in and the ensure we deliver results.” squash sweetheart Nikole Todd Nikole Todd said: “I am very happy UK we quickly grew globally. To For more information about to be joining the Salming team this open a German office is a milestone Myagi or to discuss how they can Salming Canada snap up passionate showing her enduring year. Salming has exactly what I need for us. As the biggest retail market help you transform your customer Nikole Todd. love of the game and the squash and that I am always comfortable in Europe, Germany represents experience contact them on the Todd most recently was the PSA’s community. Her recent increased on and off the court with the shoes both an opportunity for Myagi details below. player of the month for this past focus on the sport has yielded some from Salming. I struggled for a long but importantly a very welcome December after her first PSA title excellent results on tour this year time with foot pain and bad shin expansion for many of our existing For Germany: on home soil at the Simon Warner and Salming is proud to help out splints and after switching through clients.” Email: [email protected] Memorial 5K event which has in her endeavor in the pursuit of various different shoes I had no luck The Native Myagi App and Tel +49 176 656 538 159 helped her number 53 PSA ranking. increase performance.” says Brian minimizing the pain. website are fully translated and She plays on Canada’s National Mills, Canadian Brand Manager for “Ever since I switched to wearing many brands including global For the UK/International: and coaches at the Granite Club in Salming. the Vipers I have felt great. I can't giant Nike already host materials Email: [email protected] Toronto. “Nikki” has been a model of what thank Brian Mills and his team in German. Myagi used the ISPO Tel +44 7940 066 592 “Nikole’s attitude both on and squash players and coaches should enough for the opportunity to off the court is vibrant, fun and be for the growth of the sport, her fun, represent Salming.” ASICS completes business transformation programme to accelerate growth

During 2017 ASICS radically and diverse consumer base. emerging markets. transformed its business to Alistair Cameron, CEO of 2017 saw ASICS increase its enable sustained growth for the ASICS EMEA said: “In 2017 we Direct to Consumer footprint across future. have completely transformed our EMEA with new concept stores The transformation programme, business to be fit for the future. We opened in key locations - London, which is operational since January are encouraged by the early signs Berlin, Paris, Milan, Copenhagen 2018, focused on building closer of growth, especially in Direct to and Vienna, upgrades of five existing YourZone45 plans customer connections, prioritising Consumer and Emerging Markets, brand stores whilst also investing in strategic growth initiatives, and and are confident that our focused ASICS branded environments with becoming more responsive to a approach and strengthened key retailers, whom ASICS see as key explosive growth in rapidly changing world. organisation will deliver against our partners for growth. Over the last 12 months ASICS growth plans in 2018 and beyond.” Emerging Markets continued to has sharpened its brand positioning, Although consolidated net sales realise significant growth, where 2018 and Beyond defined clear growth strategies, in EMEA for 2017 declined by five business in Russia grew by 30 per YourZone45 is looking to be that the next 12 months will achieve and significantly strengthened its per cent, the multi-disciplinary cent and the Middle East displayed a a force to be reckoned with in the targeted growth and have a organisation. By creating dedicated transformation programme began positive growth since the opening of a 2018. number of established studios teams for strategic accounts and to positively impact the business dedicated subsidiary in 2016. The fitness franchise are around the UK.” emerging markets, and by building in key strategic areas – with ASICS In addition, the new ‘I Move Me’ accelerating their growth strategy YourZone45 recently hired a digital marketing and merchandising stores showing 14 per cent growth, brand platform was developed and and looking at opening studios in highly experienced marketing capabilities, ASICS is better e-commerce seeing a sales uplift of will be rolled out in 2018 across major cities and towns across the manager and franchise manager positioned to serve its key customers 39 per cent – and strong increase in all media channels. In Lifestyle, nation, with a target of 12 set for to be based in their soon to be ASICS Tiger introduced the ‘What 2018. opened head office in Greenwich The GEL’ umbrella campaign to YourZone45 are opening their to help facilitate their successful familiarise younger consumers with flagship studio in Greenwich in expansion. the unique heritage of ASICS GEL early 2018 and currently have Typically, the minimum technology. ASICS also reinforced four other studios operating in the initial investment to establish its position as the leading brand in UK, with more scheduled to open a YourZone45 studio franchise performance footwear with its global throughout the year. is £70,000. For entrepreneurs partnership with Novak Djokovic YourZone45 Founder, Chris interested in the opportunity, the and global music icon Steve Aoki Elms, said: “We are gearing up for company has developed successful will combine performance and an exciting 2018 with new studios relationships with several lenders lifestyle showcasing ASICS’ appeal opening and potential franchise who can provide the rest of the to engage with a broader audience, owners enquiring daily from all set-up costs required to get a while staying true to its ‘Sound Mind, corners of the UK. I’m confident franchise started. Sound Body’ philosophy.

www.sports-insight.co.uk 10

The National Running Show Provides a Catalyst for the Industry Mike Seaman, managing director of Racoon Events, the company behind the National Running Show, explains how they put on the show and why

he inaugural National reports, running is always towards simply don’t need it. There was Running Show took place the top. The emergence of free-to- a feeling amongst many in the at the NEC last month and attend providers such as Parkrun, industry that runners wouldn’t TI wanted to take this opportunity combined with the increasing attend an exhibition and that they to share some of the things that we popularity of large scale running wouldn’t spend the money required have learned from the event. In this events and the mainstream to cover participation costs (given article I’ll be talking about why we emergence of OCR and Ultra races the low margins in some areas of our launched the show, what we did (the means we are rapidly becoming a industry.) As a runner myself I knew good and the bad) and how we did it. nation of runners. Most people have this was wrong – I spend a fortune My aim is to give you some insight access to a safe place to run and on equipment and am always buying into how large-scale exhibitions the financial barriers to entry are new gadgets and kit, much to my work that will then enable you to comparatively low to other sports. wife’s disdain. I was desperate to make better informed decisions This means we are potentially just attend an event about running and I about the events that you attend or seeing the tip of the iceberg in terms knew that my running friends organise. of current participation stats and I were too. believe that the running market will I should also mention at this Why Launch a Show continue to grow exponentially over point that I’ve organised hundreds Just About Running? the next few years. of exhibitions and conferences and Running is a hot market right However, conventional wisdom having been working in the events now and if you look at the Sport dictates that runners don’t spend industry for over 15 years both my England 28-day participation much on equipment, because they personal and professional interests had been piqued! I quickly evaluated 4) Community Lead – enabling business partners Darren Pinder the other events in this market and and engaging the community rather and Rebecca Richardson (also the decided I was going to launch my than selling to them – offering them founder of Breathe Unity PR) we own version and that it would be inspiration and advice to accompany decided to make it happen. different in the following ways: the usual kit, technology, nutrition and races 1) Focussed on Running – a What We did narrowcast event rather than a 5) No Association with a Race The show itself took place on 20 & multi-sports show where running is – avoiding the nervousness that 21 January at the NEC (the UK’s the poor relation stuck in the corner can accompany visitors to pre-race largest exhibition venue) and was expos and prevent them buying or sold out with over 120 stands in a 2) Held in January – the right time trying products packed hall at the NEC. Over 23,000 of year for runners to plan, adopt people registered for tickets but brands and try new things 6) Make it cool – provide fun things there was no guarantee that they’d to do, access to celebrities and give 3) Large Scale Event – we needed show up, especially with snow visitors genuine value for money volume of both attendees and forecast on day two (normally that products to make the event work, we So, with the plan fully formed, I left reduces attendance by about 20 per needed celebrity speakers, at least my well paid corporate job at one of cent.) Generally, (for a consumer ten thousand visitors and a large, the biggest events organisers in the show) you can expect 40 per cent accessible venue world and with the support of my -50 per cent of your registrations

@SportsInsightUK NATIONAL RUNNING SHOW 11

The team at the National Running Show did a great job in its “inaugural year, we were delighted by the high visitor numbers and energy of the show. I feel the running industry has needed such a show for some time and I really hope that The National Running Show grows in the years to come to become the highlight of the running industry each year ” MIKE MARTIN, SALES AND MARKETING DIRECTOR 2XU

show. We engaged with races and community groups such as Run Mummy Run and UKRunChat. Unusually for a live event, 47 per cent of our audience heard of us through social media and over show weekend we had a reach of over ten million on Twitter alone. We also attended several races with our exhibition stand. Worked closely with our exhibitors to showcase the latest products and innovations. A number of products, events and books were also launched at the show. This wasn’t and never will be a discount show, it is a showcase for all to be proud of. We supported this with regular and consistent PR and promotion of happenings at the visitor feeling they had experienced  More big-name speakers (Paula show. more than just a place to buy things. Radcliffe and Vassos Alexander Offered extra things to do – Hopefully these are things you already confirmed) had targeted consumer run clinics, physio assessments, can take back into your own events,  More partnerships with big running “ Saucony’s Treadmill Challenge, free but I am limited by word count so brands – some big announcements engagement at the inaugural National Gait Anlaysis and lots more – all free please do contact me if you’d like to coming soon! Running Show and we got that by the to visitors. chat about these in more depth.  More features and more capacity for Contained and managed the popular activities such as gait analysis bucket load! We had queues off our stand visitor flow by distributing features What’s Next?  Trade day added on 18th throughout the entire event and ran out evenly throughout the hall and Clearly, we need to grow the show – January – find out more at www. ensuring sufficient catering was the audience and exhibitor demand nationalrunningconference.co.uk of prize packs by Saturday afternoon! inside the room. vastly exceeds what we were able to  This is just the start for us and there deliver in year one. Here are a few of is so much more to come – innovate or Added the wow factor – speakers Visitors came onto our stand in response the cool things we have planned: die as they say! such as Kelly Holmes, Jo Pavey, to the pre-event marketing to test Sean Conway and Ben Smith were  Doubled the floor-space to allow The National Running Show 2019 themselves on our Treadmill Challenge available both on stage and in our more room for visitors will take place on 19th & 20th January meet and greet area – the aim was  Grow attendance to 20,000 at the NEC and we hope that we see and stayed to learn about product, take to create an experience that left the (registration target is 40,000) you there! selfies and talk to our elite athletes and tech staff alike. We achieved very good sales too, even though that wasn’t a distinct objective of the weekend JONATHAN QUINT, MARKETING DIRECTOR SAUCONY EMEA ” to attend on the day but there are a safety. It also meant that some of the number of variables that can affect features were oversubscribed and this (price paid, when they booked several of our exhibitors ran out of etc.) stock on day one (the poor flapjack The actual attendance was man drove all the way to Devon to 12,451 over the two days which was bake more stock through the night a 54 per cent conversion rate and and still ran out again on day two!) significantly more than we’d hoped As problems go, this was a nice one for. The audience were serious to have but something that we need runners (52 per cent attending more to address for next year. than five organised races each year) and were willing to spend big money How We Did It (visitor average trainer spend of Without revealing too many of our £50-£100 was 59 per cent and £100- secrets, here are some of the things £200 was 31 per cent.) that we did that you might be able to This was incredible but did mean apply to your own events: that the show was a little bit too busy at points and we even had to Engaged the community – we go to ‘one-in, one-out’ for about had almost 100 brand ambassadors 30 minutes on day one for visitor around the country promoting the

The National Running Show was a long overdue exhibition, bringing together like-minded people “within the running community. Having opened the show as a speaker on the first morning, I was astonished by the number of attendees queuing to get in and with full capacity from the very start. It felt like one big happy family DAME KELLY HOLMES, DOUBLE OLYMPIC – ATHLETICS”

www.sports-insight.co.uk KUKRI AND Veloforte appoints LOUGHBOROUGH Berlin Marathon Prize UNIVERSITY SIGN Fusion Media as NEW DEAL awaits at SCROPS PR Agency Veloforte, the multi award- Loughborough Sport has Following on from the huge Most visitors to the show love a winning, 100 per cent natural entered a new long-term success of last year's New challenge and the Marathon feature endurance nutrition brand, partnership with leading sports York marathon feature, the ensures that runners can participate has appointed Fusion Media to brand Kukri, who will supply organisers of the Scottish and work up a sweat during the Levitate to handle their PR brief for the performance and staff kit for Cycling, Running and event, as well as ensuring that one UK market. the next three years. again shake up Outdoor Pursuits show lucky winner walks away with their Fusion Media‘s PR brief focuses After an extensive ten-month have announced this year's entry to the Berlin Marathon. the energise on engaging specialist, consumer tender process, which saw an Marathon feature prize. This year's show promises to yet and lifestyle media with the brand unprecedented high calibre Entry to the Berlin Marathon, again be the unofficial start of the shoe category as they target the growing audience and level of applicants, Kukri flights and accommodation are all season north of the border and is Brooks is continuing to make a of cyclists and active sports in were victorious, meaning the included. seen by many in the trade as THE big impact in the energise shoe the UK. relationship between the two Thousands of runners attend platform to use to target Scottish category with the return of Founded in 2016, Veloforte is organisations will now run for the show every year, which is sporty consumers. Brooks Levitate. focussed on creating the world’s at least three years. timed right at the start of the For more information on the Since its launch in September finest endurance nutrition. Their The new partnership season when light nights have show visit www.scrops.co.uk, email 2017, Levitate has become hugely premium quality products prove extension comes after a positive arrived and spring training is [email protected] or call popular among runners looking for that sports nutrition can at last working relationship has been underway. 0141 353 2222 ext 403. extra energy to run further. Now, be 100 per cent natural, powerful forged over the previous three- Levitate is back in a new Black/ and delicious - they are the only year deal, with the company Ebony/Silver colour combination for nutrition brand to have ever taking on board feedback Spring 18. won the prestigious Great Taste about Loughborough’s vast “We spent years in the Lab Awards, and they are the most and specialist needs. With creating Levitate - a shoe with powerful natural products on the Kukri’s new range to be utilised the most energy return of leading market today. for the new kit from summer performance running shoes,” said The recipe is based on an ancient 2018 onwards, Loughborough Hamish Stewart, Brooks’ VP EMEA Italian fortifier, Panforte. Unlike Sport will also use the sports Sales. “Since Levitate launched into heavily-engineered synthetic company to help launch its new the energise category last year it has products, Veloforte is handmade merchandise range. outperformed all our expectations. to provide the optimal balance of As the number one sporting It’s been our most successful launch 100 per cent natural, performance university in the world, it was in EMEA in the last ten years and we enhancing carbohydrates alongside important that Loughborough have big ambitions for the future of essential proteins and fibre. University’s sport arm was energise footwear at Brooks.” Founded in 2008, London- represented by a brand who based Fusion Media is a boutique shares similar sector-leading agency focusing on PR and Digital ambitions. Currently working around highly functional products for cycling and endurance sports. with other elite sports @AlwaysEvolve: Gore Bike for aspirational cyclists and Their portfolio of clients includes organisations such as British runners. In addition, GORE® brands like Strava, where they Weightlifting, Leicester Tigers Wear and Gore Running Wear Wear also offers other products work as the social network’s and Commonwealth Games specifically tailored to the needs have now become Gore Wear European PR agency, Wahoo, England, Kukri has continued of all-round athletes. For the and Telegraph Events. to diversify, providing the To coincide with the launch behaviour: sports enthusiasts who spring/summer 2018 season, these Marc Giusti, founder of distinctive and high-quality kit of the spring/summer 2018 had previously tended to focus on include functional underwear Veloforte, said: “Veloforte helps the University relies on. collection, the Gore Bike Wear either running or cycling are now and accessories such as gloves people fuel-better through Jo Simpson, commercial and and Gore Running Wear brands increasingly evolving into all-round and socks. Commencing autumn/ exceptional quality, 100 per sport facilities director, said: have merged to create Gore athletes. Brought together under a winter 2018, the range will cent natural, products that set “As a global leader for sport we Wear. single brand, they can now pursue incorporate the XC collection as a new standard. We’re excited are delighted to be continuing Gore Wear better reflects their passion all year round. well as products specifically aimed to be working with Fusion to our relationship with Kukri. recent changes in consumer The new collections are centred at the fast hiking market. demonstrate that real food can Our sporting pedigree across help real people do extraordinary multiple disciplines demands things.” kit at the very highest Adam Tranter, founder and standards. Combining Kukri’s Battle Oats slashes sugar by up to director at Fusion Media, said: vast experience within the team “We have vast experience in sport with our elite teams 65 per cent in product reformulation sports nutrition and are pleased and athletes allows us to create to be working with a brand who a unique working partnership a 15 per cent drop in calories to off as people have become more has a fresh, compelling take on to help continue our ongoing under 300kcals per bar. aware of the importance of healthy what today’s cyclists, runners success.” The range now comprises six protein snacks. Having started and endurance athletes want Andrew Ronnie, Kukri’s flavours of oat bars: white chocolate as a post-exercise product, we (and need) from sports nutrition. group executive chairman, coconut; cranberry and blueberry are increasingly seeing active Veloforte already has an amazing added: “We are honoured to infusion; double chocolate brownie; mainstream consumers turning to backstory and we look forward to be continuing our successful dark chocolate chip; cherry our high protein flapjacks because bringing this to life.” working relationship with bakewell; and the new cookies and they are more nutritious,” explains He added: “The past year has Loughborough University cream flavour. Battle Oats also Kevin Smith, co-founder of Hull- been extremely successful for us as for another three years. This developed a new protein cookie based Battle Oats. an agency as we continue to grow. new extended partnership product last year, believed to be the “With pressure on food This appointment has added to our demonstrates not only our only protein cookie on the market manufacturers and retailers to expanding portfolio of clients in commitment to the University, which uses plant-based protein and provide more low sugar options, this space.” which has some of the best The popular Battle Oats range is both gluten free and vegan. As we decided to invest in reviewing student sport experiences of high protein oat bars has been part of the revised recipe re-launch, our oat bar recipe to see if we could in the UK, but our passion to re-launched with an improved Battle Oats has also re-designed its reduce the sugar, fat and calorie maintain our position as one of recipe that has significantly packaging to reflect the benefits of content even further. Having worked the world’s leading multisport reduced the sugar content of all the improved products, highlighting with a team of top nutritionists, bespoke teamwear suppliers. five flavours, some by up to 65 their low sugar content on front of we have achieved this and, in fact, We look forward to working per cent. pack. our flapjacks now contain less than with the students and staff at The UK healthy snack brand will The oat bars are sold through a third of the sugar content of the Loughborough over the next also be extending its range with the Holland and Barrett and many leading oat nutrition bar, showing three years to ensure their addition of a new cookies and cream independent health stores and gyms that even with so-called healthy continued success.” flavour. throughout the UK as well as being snacks, it’s still vital that consumers The new recipe will see the available online at BattleOats.com read the nutritional information. rapidly growing ‘free from’ range and through selected wholesalers “We’re hoping to partner with of oat bars drop to just 5.6g of sugar and distributors. more outlets to make these healthy per 70g bar; as well as the fat per bar “Over the last four years, demand snacks more widely available to the reducing by up to 30 per cent, giving for our products has really taken growing grab ‘n’ go market.”

@SportsInsightUK NEWS 13 Shock Doctor launches NBA and team branded mouthguards Leading athletic protection and performance brand Shock Doctor has launched a new line of NBA and team-branded mouthguards as part of their multi-year partnership with the league. The new collection, developed specifically for , uses Shock Doctor's Ultra Basketball technology with key features like better breathability and speakability in a comfortable, low profile design. Tony Armand, CEO of United Sports Brands, the parent company of Shock Doctor, said: “Our new collection of NBA-branded mouthguards was created for passionate athletes and devoted fans who closely follow the game move as it is going to allow us to and want to show their team spirit. stock more lines and hold regular in “Research shows that NBA fans who play sports are concerned about Up & Running launches store activities and workshops. Oh! injuries that could harm their teeth and gums, so we are thrilled to introduce It looks cool as well.” this line of superior mouthguard products for basketball players at all levels.” new upcycled store Up & Running caters for all Through the marketing campaign, “Guard Your Team,” Shock Doctor runners, with in store gait analysis will work with some of the NBA’s top talent including 2017 NBA All-Stars Reclaiming a foothold in the for our futures and the upcoming and expert shoe fitting. The DeMarcus Cousins and Kevin Love, and 2015 NBA Champion Harrison South of England, specialist generations' futures that we make the established team is already working Barnes, to promote the new line and encourage mouthguard adoption while running retailer Up & Running most of materials that are already in with local running clubs, local playing basketball. is stepping out of its Thames existence.” races and the store intends to be a Street home in Kingston and Dan Cheeseman, manager at community hub for all of Surbiton's reopening just a short distance the new Surbiton store, is looking runners. away on Ditton Road, in forward to welcoming runners of all Surbiton. abilities to the free Social Run Group, The new store, which has taken which will be starting in March. upcycling to a new level with a Dan said: "I want to make Up and reclaimed gymnasium flooring, as Running Surbiton the destination well as salvaged fixtures and fittings store for runners in the area. We from a broad range of places, is keen want to help them achieve their to replicate this policy across all of own personal goals, whether it be to its new stores. complete their first 5k or running “We live in such a disposable their first Marathon. We want to be world these days” said Jonathan there for them every step of the way. Midwood, General Manager of For many of our regular customers to Up & Running .“It's important the Kingston store this is an exciting

www.sports-insight.co.uk 14 RETAIL KEEPING A STEP AHEAD Why retailers need to maximise the potential of product imagery if they are to win over shoppers. David Brint, CEO of SpinMe, offers four strategies for success

Show what 1 consumers want to see Online shoppers have a keen eye, so retailers need to ensure their product images give as much valuable and in-depth information as possible to encourage them to make a purchase. This is particularly true for sportswear retailers where customers will want to scrutinise garments in detail to ensure they are fit for portswear brands exude purpose. a sense of athleticism and Consumers require a decent Integrate technology wellbeing through their selection of clear, high-quality 2 to improve customer Slifestyle imagery. Click onto the images showing different views experience home page of any well-known of the item - front, back, possibly With the rise in popularity of retailer, and you will quickly a fabric swatch and details of performance wear, shoppers be seduced by innovative and particular features. Remarkably, increasingly want to be able creative rich media. four of the retailers we reviewed to interact with a product and Buy those trainers or purchase rely on just one static image to examine technical features close that pair of leggings and perhaps you illustrate a particular product. up. Imagery needs to include Video injects a sense of energy will look as chic - or run as fast - as Overall, the average number of granular detail of intricacies from and dynamism to a page, yet the models in the video. But what pictures is five. the fabric and stitching to the zip interestingly only six retailers happens when you click through Shoppers often compare like for and fasteners. include it. Five of those add a to the product page to investigate like, yet our survey revealed that Although nearly all of the thumbnail with a ‘play’ icon garments and footwear in more only 15 per cent of retailers display retailers studied (95%) employ alongside the product images, detail? running leggings, hoodies and a zoom function, only 20% use which does little to enhance To obtain a comprehensive trainers in a consistent way - using 360 spin imaging technology to the feel of the page. In contrast, picture of the online sportswear the same quantity and type of image enable shoppers to experience the Nike (above) has a much neater retailer landscape, we carried out an across a category - and all show a sensation of digitally picking up approach, integrating a video exclusive survey for Sports Insight different number of images for each an item and viewing it from every stream (see below, top right box) in looking at how three popular styles of the three products reviewed. One angle in one image. It can make its display of images. - running leggings, hoodies and retailer that does offer consistency a real difference to the customer - add in a lifestyle shot and possibly trainers - are showcased to shoppers in presentation is JD Sports, experience, as Wiggle illustrates Make the best use some user generated content or by the top 20 UK online sportswear providing the same choice of well- (see above) and removes the need 3 of space brand imagery, such as Asics does retailers. Thirteen of these retailers sized and informative images for all for any additional imagery. If a shopper has clicked through below. also have high street stores. of its women’s running leggings. from a category to a product page, Pre-purchase confidence is If you’re buying a garment online it’s likely they’re serious about Be innovative proven to increase customer you can’t try it on, so model shots buying. In order to improve its 4 Sportswear, even performance satisfaction and reduce returns, but, are essential. Seven out of the 20 chances of converting, a retailer wear, is now as much about being according to our research, many retailers (35 per cent) don’t use needs to make sure the page fashionable as function. People are retailers are failing to carry through models, which makes for flat and contains as much useful content looking to buy complete outfits, yet the tempting visual proposition dull imagery. Among the exceptions as possible. However, half the none of the retailers we looked at offered on the home page to the are the brands , Nike, retailers we reviewed (55%) leave thought to present their products product display page. and Sweaty Betty, alongside substantial areas of unused white this way. Sweaty Betty (see above) Here are our suggestions on how retailers JD Sports, SportsShoes, space and don’t seem to have given comes the closest by tagging sportswear retailers could improve. Surfdome and Pro:Direct Running. much thought to the overall design lifestyle shots in its ‘Shop Looks’ of the page. Why not make images section with product images and larger - including thumbnail shots making them directly shoppable.

People are looking to buy complete “outfits, yet none of the retailers we looked at thought to present their products this way ”

@SportsInsightUK DEAR BODY, LET´S GET THINGS DONE. RUN. 16 Garmin gearing up with the Great Run series armin are gearing up Garmin has a rich heritage in for their second year running technology, with the first collaboration with the UK’s Garmin forerunner 101 launching Gbiggest mass participation running in 2003. The brand has built strong event series, Great Run. relationships with the running The three-year partnership covers community over the years and all Great Run events across the understands the technological needs country for both adults and children of runners of all ability. including the Simplyhealth Great Richard Daish, Garmin’s head of Newham London Run, Europe’s marketing, said: “We are delighted biggest 10K - the Simplyhealth Great to be continuing our partnership Manchester Run, which is this year with Great Run and to be named as being ran by Sir Mo Farah; and the the title sponsor of the Great Ireland world’s biggest half marathon - the Run. With the Run Series’ wide range Simplyhealth Great North Run. of distances and our diverse range since it began in 1981, with events 13, followed by events taking place Nicky Homes, commercial director New for 2018, Garmin have been of products ranging from beginner ranging from family activities to 5K, in cities throughout the UK and of the Great Run Company said: “We're announced as the title sponsor to elite level, we are dedicated 10K, half marathons and marathons. Ireland including Edinburgh, Dublin, delighted to extend our partnership for the Great Ireland Run which to supporting and encouraging The events offer competitors of all Birmingham, Manchester, Bristol with Garmin for the second year. Like includes 5K, 10K, Mini and Junior runners of all abilities. Last year, abilities the chance to take part and and London. us, Garmin believes in supporting events. Taking place on Sunday, we saw thousands of runners push compete against the world’s best The 2018 series will conclude everyone as they work towards April 15, thousands of runners themselves to Beat Yesterday, we athletes – as well as raising millions with the Simplyhealth Great South achieving their own personal activity of all ages and abilities will make hope that in 2018 we can inspire of pounds for charity. Run on Sunday, October 21, which goals and we are sure this will resonate their way through the spectacular even more.” This year’s series commenced was last year opened by Garmin with runners taking part in the event.” surroundings of Europe’s largest The Great Run series has had more with the Junior Great Edinburgh ambassador and double Olympic To find our more or to enter a Great urban park, Phoenix Park in Dublin. than four million people take part Winter Run on Saturday, January champion, Dame Kelly Holmes. Run event visit www.greatrun.org

@SportsInsightUK TECHNOLOGY 17 Bike Support: How Digital Advice helped Trek Bicycles engage and convert novice riders Curtis Bice, Marketing Project Manager at Trek Bicycles, explains how integrating a SMARTASSISTANT-based Bike Finder increased the purchase confidence of shoppers unfamiliar with bikes

company SMARTASSISTANT to integrate an intelligent digital advisor on its website. Unlike static and feature-heavy tools like product filters, digital advisors (Trek calls its advisor the “Bike Finder”) ask consumers about their needs and preferences before recommending a few products that match the answers they give – thus narrowing down Trek’s product range of 300 to two or three appropriate bikes. The Bike Finder asks questions uring planning meetings, like ‘Where do you want to ride?’, it’s not uncommon for ‘Why do you want to ride?’ and executives at Trek Bikes to ‘What riding position do you prefer?’, Dstart talking about their mothers. But and dynamically changes its line far from being polite chit-chat, those of questioning based on the user’s conversations have a vital strategic answers. purpose: to understand the needs and It’s an innovative way to get expectations of novice riders so that shoppers to the right bike more Trek can serve them. quickly and dispel the ‘decision Curtis Bice, marketing project paralysis’ that often comes when manager at Trek, said: “Most people choosing a high-ticket item of which who don’t. Uptake and engagement are ready to associate with a certain with SMARTASSISTANT to help at Trek are bike people. We know there is a large selection. are also strong: four per cent of all site kind of cyclist.” customers find their perfect bike the bikes very well and it can be hard But Trek has always been about visits use the advisor, and the average After experiencing initial success seat, and other advisors are in the to step out of our own shoes. So one innovation. Since it was established session time is about three and a half in the UK and US markets, Trek is pipeline. of the exercises we’ll do in meetings in a red barn in Waterloo, Wisconsin minutes. now in the process of rolling out the “We already have ideas for sometimes is think of our mothers to in 1976, the US’s biggest bike brand “Judging from the answers users Bike Finder to a further 15 markets. integrating a Tyre Finder,” reveals try to understand more of that base has pioneered a number of initiatives: select and the price ranges they By using SMARTASSISTANT’s Bice. “Tyres are a very confusing user opinion.” it was the first bike manufacturer focus on, we can tell it’s primarily localisation feature, Trek will be product. Just go and look at our It’s easy to see why. The to mass-produce aluminium bikes novice riders that are using the digital able to manage and update market mountain bike tyres, we have a dozen novice rider market is growing before moving onto high-end carbon advisor. It’s great to see that we’re and language-specific digital different types for different purposes. in importance for bicycle material. Trek was also at the reaching our target audience.” advisor versions faster than with We’re also working on a Bike Sizing manufacturers and retailers. And forefront of female-friendly design, But it’s not just favourable any hard-coded solution. Trek is tool – a Digital Advice solution that in two of Trek’s strongest markets, creating the Women’s Specific placement that contributed to the also developing a Saddle Finder can help people through that as well.” the UK and US, the number of new Design bikes and accessories. initial success of the Bike Finder. people taking up cycling is surging Today, customer experience With the SMARTASSISTANT annually. is king. Consumers now crave Digital Advice Suite providing Around two million people in personalisation. They expect trusted the technological foundation and the UK ride bicycles regularly, advice from the brands they buy necessary capabilities to launch contributing to a market worth from. Once a customer chooses a digital advisors, Trek was free £1.5bn. Across the pond, the number bike to purchase, Trek will forward to concentrate on devising the of people hitting the road or trail on a them to a retail partner nearby for questions, designing the look and bike has increased by 20 million over the transaction to be completed. But, feel, and agreeing on the language the last ten years. increasingly, customers visit brand that would resonate with its target With a growing market comes websites to conduct research before audience. an opportunity to generate more visiting a retailer to purchase, and Bice added: “One of the early customers. But bikes are often providing an excellent customer questions we considered for expensive and complicated experience on these owned assets is customers looking at mountain bikes purchases – trying to buy the right becoming extremely important for was ‘How ‘rad’ do you want to get?’ product when the choice is so Trek and manufacturers in general. On reflection, we recognised that extensive can be an overwhelming “Buying decisions often happen most novice cyclists aren’t really prospect for people new to the online before a person ever walks thinking about getting ‘rad’ – in fact, pastime. through a retailer’s door,” says Bice. the might be put off by the kind of “We have over 300 models on our “Trek needs to provide the product language. So, we refined the question website, and somebody who is not information and tools to help to ‘How do you want to ride on very familiar with bikes is going to customers make these decisions trails?’” become very confused very quickly,” online, otherwise shoppers won’t Another challenge, says Bice, was says Bice. even look for our retailers.” choosing the imagery to accompany “For customers without much bike Trek has integrated its digital the questions. He said: “The key was knowledge, there wasn’t a good way advisor all over the UK and US choosing images that made sense for of narrowing down the options. We sites. It’s one of the first things customers. We didn’t want people to have categories and classifications to shoppers will see when they visit see a picture of a person early on in help users filter through the results, the homepage, and it is present the process and think ‘I’m not that but they require some familiarity on product category pages in case person. I don’t want that type of bike.’ with the products to use them customers require a little bit more “So, to make the images more effectively. We needed a better way education or inspiration. The results universal, we made the conscious to inform, inspire, educate and excite suggest that the exposure is having decision to remove people from the our visitors about the Trek brand.” the desired effect. pictures for the initial questions. We After undertaking extensive Bice said: “We’re finding that then add the people back in further research, Trek decided to partner people who use the Bike Finder are down the path, once customers get with Digital Advice technology twice as likely to convert than those closer to the product they want and

www.sports-insight.co.uk 18 RETAIL

BUSINESS LAB SEMINARS SUNDAY, MARCH 11 11am Stock and supply chain management – how best to achieve optimum control and performance. Brendan Murdock, Verdant London. 12.30pm Why do Retailers need to digitally transform? • What is digital transformation and how will it help you survive and thrive? • What role technology plays in your transformation? • Why do you need to be agile to compete? Mark Adams, Partner, eComp 2pm Visual Merchandising • Creating Visual and Commercial Impact • Enabling brand consistency across markets A Leading Visual merchandising expert 3pm Social Media: The right strategy to increase customers and profits • It’s an essential component now Back with a bang – it's time of your marketing drive • The strategy must suit your objectives and your customers • Getting the timing and to hit the trading floor messages right Jon Tromans, MD, JTID Buzz Carter, Event Director at IDEX Exhibitions Ltd, talks to Mark MONDAY, MARCH 12 11.00am Stock and supply chain Hayhurst about the return and rebranding of StockXchange by Off-Price management – how best to achieve optimum control and performance. fter a successful relaunch Famous brand names will be at in September 2017 at the show, presented by specialist 12.30pm Social Media: The right their new home of the suppliers offering the chance to see strategy to increase customers ILECA Exhibition Centre in West samples, negotiate styles, quantities and profits London, Off-Price is back with the and price and then order on the spot • It’s an essential component now StockXchange event on March 11- for ultra-swift delivery, some within of your marketing drive 12, bringing an exciting approach to 24 hours. • The strategy must suit your fashion stock buying for retailers, Also, the most popular names objectives and your customers e-tailers and wholesalers. from the high street are all there • Getting the timing and Buzz Carter said: “We brought with thousands of highly discounted messages right back the show successfully last year lines of ex-chainstore stock – from Jon Tromans, MD, JTID in September and we got a wave of the top department stores and 2.pm Why do Retailers need to approval from exhibitors, a large chainstores. digitally transform? number of which are sports people. In March there’ll be special Mark Adams, Partner, eComp We are doing a lot of new things, consignments and exclusive stock we have beefed up our content offers on all types of on-trend 3pm Visual Merchandising seminar programme and widened fashion wear, street wear, sports and of the large discount chains, all the show, I would say it makes up more • Making visual merchandising our marketing, so it's all guns blazing leisure wear, formal and outerwear. way down to someone who is trading than 60 per cent of what's on offer. increase sales really. Small orders as well as large ones are on the internet as a single eBayer. It “Sportswear now tends to envelop • Creating Visual and Commercial “The first edition was in 2002 and welcomed, so there’s something for is quite a diverse crowd, we get a lot various other things like athleisure Impact called Off-Price, at Olympia. Off- everyone, of whatever size. of overseas buyers. It's a quite small and athletic wear. And that's a big • Enabling brand consistency Price started as an American show Buzz added: “In 2015, we decided focused show – we have kept it that fashion thing now. across markets in Las Vegas and was owned by the to take some time to rebrand. It way, we haven't moved away from “When you start talking to the A Leading Visual merchandising original UK owners. was on a six monthly cycle and we clothing, footwear and accessories suppliers you realise that this expert “We then bought the rights off decided to take a rest so that we – we haven't gone into general stock is different, unique, these guys the UK show. The name Off-Price could do some research amongst lots – and we have always kept the are holding large amounts of originated in America, that was buyers and exhibitors and, rather fashion focus. And because of that stock and they are buying special SOME OF THE BRANDS THAT the brand and we stuck with it for than just rushing it, spend some time we get buyers that don't go to the consignments – some of them have WILL BE APPEARING AT many years, in some respects it has getting the name right, getting the other shows. I think metre for metre got direct relationships with brands STOCKXCHANGE INCLUDE: a slightly different meaning in the concept right and forming some new we get more buyers coming in from and they can offer unique deals.” Anapurna, Adidas Originals, Adidas, US and we started to get a lot of relationships. , South Korea, Poland, the StockXchange also holds free Armani, Asics, Birkenstock, Blanco, exhibitors coming to the show that “We also moved the venue from Czech Republic and Russia, than 'Business Lab' seminars for visitors Box Fresh, Cache Cache, Calvin Klein, weren't really Off-Price exhibitors Olympia, which is a great venue, but anything like that in the UK. where leading experts give valuable Calzedonia, Caterpillar, Chocolate, – they were more specialist we thought it would be better to be “It's totally unique, there's tips and advice about developing Colorado, Collezione, Camaieu, stockhousers, brands that had stock somewhere that had a hotel attached nothing like it. There are stock retail or e-tail businesses. Columbia, Cortefiel, Crocs, Diesel, from time to time. to it, making it easier for visitors shows in Europe – the Germans are Buzz added: “The seminars are Esprit Intermedio, Fox Kids, Gant, “So we decided that to move with from abroad, and exhibitors and also quite keen on this kind of thing, but aimed at the smaller retailer, aimed Geographical Norway, Havaianas, the times we would refresh, update to have a pillarless space, which is it tends to be general stock – I've very much at entrepreneurs Hugo Boss, , Kiaba, Lacoste, and revamp. The heart of the show much easier to work with. been to these shows were you get “The seminars will be of interest Legender’s, Legender’s Sport, Levis, is about stock so we thought we'd “And it went down well, in frying pans, garden gnomes and to someone who has one or two , Morgan, , reflect that in the name, so its called September most of the show things like that – it's everything. stores or who has six to ten stores Puma, Quicksilver, Ralph Lauren, StockXchange and the reason is it rebooked their space immediately, You will get some stock suppliers and is looking to grow. So they deal , Riot Club, Roxy, Salomon, is very much a trading show. It's an some of them taking larger booths.” of volume clothing but it's not with things like marketing, using the Scottage, Silvian Heach, Sisley, order writing show, it's not navel And it is a show for everyone, with the same. When you walk into power of the internet, using social Springfield, S.Oliver, Tommy Hilfiger, gazing, it's not just meeting people. a wide variety of buyers from many StockXchange it looks and feels like media, visual merchandising, digital Trussardi, , Vila, Vinson The buyers come to buy and the different countries. a fashion show – it looks no different transformation, how to mix up your Polo Club, Vinson Camp Womens sellers are there to sell. So it kind of Buzz said: “You get anything from in some respects. channel it's not just retail but etail Secret, Z-Generation. resembles a trading floor really.” a large chain store buyer, from one “There is a lot of sportswear at the as well.”

@SportsInsightUK NEWS 19

2018 SPARTAN RACES: Spartan UK, this race is yet again South East: 7th-8th April 2018 an unmissable chance for the whole Spartan Race UK & Ireland 2018’s calendar will kick off in April family to get involved. Test yourself as eager runners take on the South physically and mentally and take on announce 2018 calendar and the East venue at the regal grounds of one of the Sprint, Super, Hurricane St Clere in Kent. Situated on the Heat or Kids races all while scenic North Downs and known for immersing yourself in the stunning introduction of prize money its rolling hills – this beautiful yet Leicestershire surroundings. challenging course will be host to a fter epic growth in 2017 the winners across the five qualifying Super, Sprint and Kids distances. The Scotland: Spartan Race UK & Ireland events in the UK. season always kicks off in style, with 15th-16th September 2018 announce a Burpee-packed plenty of surprises. The brand new Scottish venue calendarA for 2018 that includes a PRIZE MONEY sees Spartan Race come to the QUALIFYING EVENTS: prize pot of £12,000 for athletes Ireland: magnificent city of Perth. Known Race: South East – St Clere As the sport of Obstacle Course 27th May 2018 as the ‘Gateway to the Highlands’, Distance: Sprint (5-6km) Racing (OCR) continues its charge The last weekend of May will see the course starts on crowd-lined Prize: 1st – 3rd Male and Female as one of the fastest growing sports the first ever race in Ireland take streets before runners head into the in the UK, Spartan Race were again Race: Ireland – Punchestown place as revellers take on the hills gruelling hills to take on the course at the forefront of driving this Distance: Super (12-16km) of the Emerald Isle. On the famous that caters for every level. Offering expansion as they celebrated 2017 Prize: 1st– 3rd Male and Female Punchestown Racecourse, overseas Sprint, Super, Beast and Epic Ultra with their most successful year Spartans will have the chance to distances. Race: South West – Aston Down to date. conquer the Super, Sprint and Kids Distance: Super (12-16km) A jaw-dropping 40 per cent distances. Windsor: Prize: 1st – 3rd Male and Female increase in UK racers. Four new 6th-7th October 2018 disciplines and new obstacles were Race: Marston Lodge will increase credibility and entice South West: Spartan Race rounds out the 2018 also rolled out over the year; making Distance: Sprint (5-6km) athletes from further afield. The 22-24th June 2018 season in the UK with a Trifecta 2017 one to savour for the legion of Prize: 1st – 3rd Male and Female investment that Spartan is making As the race calendar hots up, Spartan Weekend to remember. Last year loyal Spartan Racers. Combining and the evolution of the race series warriors will venture South West to saw a record number of racers at Race: Windsor their stats; runners conquered over highlights the growth of this amazing the famous Spartan grounds of Aston Windsor and this year is set to be Distance: Beast (19-22km) 250,000km of muddy trails and sport.” Down with an expanded offering. even bigger. Steeped in history and Prize: 1st – 3rd Male and Female notched up a staggering two million Joe De Sena, Founder of Spartan The hilly terrain greatly increases just south of London, this is the most burpees. Each qualifying race will issue points Race, said: “Following an inspiring the difficulty of this event with a popular venue. Don’t be fooled as With demand continuing for more to racers depending on their finish 2017, I’m delighted to see the Spartan relentless barrage of short climbs this course will test your fitness and Spartan Races across the country, place with the overall series winners story developing and continue to alongside traditional crawls, climbs determination as you run through the global brand and ‘King of OCR’ awarded to first, second and third grow in popularity. The new venues and carries. Spartan’s will be offered stunning woodlands. Spartan’s can has announced prize money for the male and female categories along that we have this year, especially in the chance of the Sprint, Super, finish the UK series with a Sprint, winners of each race category. with qualifying spots to European Ireland, are sensational and we can’t Hurricane Heats and Kids distances. Super, Beast and Kids distance race. Prize money will be rolled and World Championship races. wait to see our Spartans put to the out globally for the winners and Racer Natasha Mansell, winner test. There will be more grimaces, Marston Lodge: Visit the website for tickets and more runners-up of each race along with of two Spartan events last year said: more mud and certainly more 13th-15th July 2018 information on how to sign up here: a prize fund being awarded to series “The introduction of prize money burpees.” The self-proclaimed home of www.spartanrace.uk

www.sports-insight.co.uk 20

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Eco-Friendly Instant Antifog Gel-Nimbus 20 Atak Non-Slip Socks The simple concept which is Active Swimwear Spray & Swim Platinum revolutionising the rugby world, ATAK Aqua Sphere’s innovative active swimwear arena's new spray and swim antifog is safe The ultimate choice in terms of comfort socks feature a grid of grippy material includes this Nastia one piece in clever to the eyes: no need to rinse and wait. and cushioning celebrates its 20th which is designed to keep the foot locked REPREVE recycled fabric = eco-friendly, Its quicker, more effective and practical anniversary. The Gel-Nimbus 20 Platinum firmly in place to avoid slipping and chlorine resistant, sun protective, bust than traditional sprays. New revolutionary edition celebrates in style with premium sliding when making quick and sudden support, adjustable straps for perfect formula that delivers an extraordinary electroplated elements and unique 3D movements which also helps to reduce fit, cool athletic design. Wide size range clarity of vision. For more information silver print design. Combining an blistering. Traction control for your feet. and excellent price. Aqua Sphere Active please contact Solosports Brands Ltd. optimized set of innovative technologies Swimwear. that provide runners with an even better fit, while lowering its overall weight.

01254 692200 015396 22322 01925 241041 +353 93 22402 [email protected] [email protected] salesorders-uk@.com [email protected] www.aquasphereswim.com/uk www.solosports.co.uk www.asics.co.uk www.Atak.ie

The Ultimate Sports Digitalize Your Sales Personalise Booband Breast aWorkbook is a multi-platform digital Accessory catalogue and order taking app used by sportswear Support Blue Frog Sport Towel Pro features two Personalise sportswear and uniforms with Booband is a new wearable band for brands and distributors to digitalize their different super-soft microfibre fabrics, one to Brother Embroidery Machines. women who want additional support, sales process and deliver winning product wipe skin and one to clean equipment. Two Providing customisation services allows comfort and confidence during sports and presentations to customers. Save time, hidden zipped pockets keep valuables safe you to generate additional income for activities, particularly high-impact. The eliminate errors and maximise sales with and secure, and the elasticated loop hangs on your business from local sports clubs and Booband helps prevent excessive breast aWorkbook. Visit their website to see it in the equipment as well as securing the rolled businesses. The Brother PR1050X and the movement by adding more compression action and to request a demo. up towel. Two-sided, zipped-pocket, NEW PR670E are ideal for adding logos, and to the top of the chest therefore reducing sweat towel. names to tops, shorts, jumpers, towels vertical and lateral movement. Asset and more. protection for active women.

07970 766816 01460 279744 0161 235 0344 0779 329 2758 www.blue-frog.uk.com [email protected] www.brothersewing.co.uk [email protected] [email protected] aworkbook.com www.thebooband.com

@SportsInsightUK 21 sports insight selects Stay dry – inside and out What makes the Cloudventure Waterproof unique is the wedding of lightweight materials and the pioneering technology. The membrane is 100 per cent water and windproof and physical, not chemically coated, meaning it does not wash out over time. This allows it to be highly stretchable, lighter overall and far more breathable compared to most other waterproof shoes on the market. Trail running performance. www.on-running.com

New Nite Ize Taglit Sportjock Action Comfyballs SAFEJAWZ The Nite Ize Taglit can be clipped anywhere, illuminating your world with high visibility. Sports Bra ultimate boxer Extro Series The award-winning Sportjock's Action This magnetic, bright LED light clips to SAFEJAWZ, at just a few years old as Sports Bra works as a compression bra to trunks clothing and shoes making the wearer Performance boxers are a mix of hollow and a company, is a brand that has become offer maximum support during high impact instantly visible after dark. Perfect for night flat microfibres, yielding both insulation synonymous with sports protection draped activity, whilst offering real comfort and time activities where visibility = safety. and breathability. Extremely durable in personality. They allow athletes to performance fabrics to keep you dry with excellent moisture management. showcase their personality in their sport, and cool. With unique packagefront technology and bring out that #confidencewithin. ensuring that your equipment stays in place. For more information please contact Solosports Brands Ltd.

0116 234 4611 01535 600342 015396 22322 01922 453337 [email protected] www.cartasport.com [email protected] [email protected] www.niteize.com [email protected] www.solosports.co.uk www.safejawz.com

CRAFT Baselayers Compression Ankle Gola Active Gravity Award winning Partner with CRAFT and get ten per cent off The Gola Active Gravity is a new addition your first order. You will also receive in store Sleeve to the men’s fitness collection. This striking running socks This sleeve features 3D Geo Ribbing Awarded Best In Test by Men's Running point of sale options, staff uniform options and lace-up style that is exceptionally lightweight for optimal ankle support. The seamless magazine, the new Hilly Lite-Comfort features full staff training is supplied. CRAFT: functional, features a breathable mesh upper, a moulded sleeve is incredibly lightweight and has a space-dye knitting to the main body and fashionable, Swedish Sportswear. skeleton lacing frame for a supportive fit and a flat bottom cuff so that it can be worn during mid-level cushioning in key impact zones. no-sew toe guard for added comfort. activity without discomfort. Perfect to wear The design is completed with an under toe for recovery as well. Targeted support with seamless construction and a vented upper and comfort and mobility. arch. Stock is available on 24-hour delivery.

01685 812111 01789 294442 01706 212512 0161 366 5020 [email protected] [email protected] [email protected] [email protected] www.united-brands.co.uk www.dmp.uk.com www.gola.co.uk www.hillysocks.com

www.sports-insight.co.uk 22

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Plantar Fasciitis Advanced composite Odlo Baselayer Reusch Pure Odlo, the engineers of Active Layers, Sleeve technology have pioneered performance clothing Contact Part of the Runners Therapy range The Evolution 0.6 Composite Stick features The new one-piece FreeFlex backhand made since 1946. Using their odour-free from McDavid. Provides heel and arch 85 per cent Japanese Carbon with fibreglass of breathable neoprene fits like a second skin, Effect treatment, their unique seamless support for pain relief and helps reduce and Kevlar skeleton and inserts. Pro bend making the Pure Contact a true revolution technology and world leading Swiss design inflammation due to plantar fasciitis. to aid advanced skill execution with a mid- in terms of ball control. Featuring Reusch's they provide products to make athletes at Features contoured support pad targeted balance point and supersoft gri High friction most advanced palm foam, the newly all levels perform better while maximising to the arch & plantar fascia, ergonomic lacquer finish on the face enhances ball grip developed and extremely tacky G3 Fusion comfort. Norwegian heritage and lightweight design. Fits left and right. and movement for close skills. latex. It offers great comfort and flexibility, Swiss Design. RRP £24.99 fantastic grip, great abrasion resistance and outstanding all-weather performances.

01582 670100 01483 757677 07581741799 0161 439 4383 [email protected] [email protected] [email protected] [email protected] www.mcdavid.eu mercianhockey.com Odlo.com www.reusch.com

Kinvara 9 Precision Elite NBA licensed Barcelona The Kinvara 9 is now on the shelves in athletic and Life on the Run, inspired Range mouthguards Signature Football Precision Elite gloves are designed for the Shock Doctor, the official mouthguard This official FC Barcelona football features by Denim, colour ways. Nine years ago 'Elite' GKs. Super Lite negative cut. The glove of the NBA announce an exclusive NBA the signatures of the current squad. A 32 the first Kinvara pioneered Saucony's is specially designed to provide total comfort, and nine team-specific mouthguard panel size 5 ball in the traditional FCB claret design philosophy. Today the Kinvara whilst increasing your grip and feel for the range. Protect teeth and gums from injury and royal with a stunning metallic finish. 9 is a staple in their line-up, with a ball. The stitching is inside the glove, leading while communicating better with highly Suitable for use on astro turf or grass, our minimal upper design for a superior to a much tighter and snug fit. breathable and speak-able mouthguard best selling product is available lightweight fit and unparalleled protection. Sink into full coverage, ultra from stock. underfoot feel. Featuring revolutionary comfort and a superior low-profile design. EVERUN cushioning technology. RRP £23.99

0800 2061491 0115 938 6444 01582 670100 01969 625300 www.sauconyb2b.eu [email protected] [email protected] [email protected] [email protected] www.reydonsports.com www.shockdoctor.co.uk www.footballsouvenirs.net

@SportsInsightUK 23 sports insight selects Powerful support The Men's UA Highlight Hybrid Rugby Boots feature a soft, breathable ClutchFit mesh upper which provides powerful support that moves with the foot. The 4D Foam footbed reduces cleat pressure and forms to the foot for optimal comfort. The combination of fixed TPU studs and six removable studs provide optimal customisation for traction and stability on soft fields. www.underarmour.com

Vibram Optimum Mac In A Sac Ultra Classic Knee The highly breathable (10,000gsm), A contoured three-piece design provides FiveFingers V-Aqua Doodleball - water repellent and windproof Ultra a comfortable fit. Ideal for minor tendon Launching in March 2018 the new V-Aqua jacket is designed for high activity. and ligament injuries, sprains and twists. is the perfect amphibious shoe featuring Football or Rugby Optimum's Doodleball (RRP £9.99) is the Using their VaporLite, Teflon coated Light and comfortable so does not restrict a unique MEGAGRIP sole for excellent perfect gift. Pick from a mini Football or fabric, the Ultra offers both performance movement. grip in the both the wet and the dry and Rugby Ball and bring the dinosaurs design and lightweight packability. Offered to its own self drainage system for quick to life using the doodle pens. Sets include retail with attractive mark-ups and POS drying. Ideal for all water sports including a mini football/rugby ball, four pens, mini display stand. Become a stockist today. SWIMRUN events. Barefoot feel, grip, pump and a stand. Packable performance. amphibious, quick drying.

01702530656 01942497707 028 9079 0588 03448 730 035 [email protected] [email protected] [email protected] [email protected] www.charlesbirch.com www.optimumsport.com www.macinasac.com

Winmau Archangel Sports Performance Zoo Sport Sorbothane Exquisite, contemporary designs combined with superb performance from double ring Insoles Primal range Double Strike Whatever your sport reduce your risk of The new Zoo Sport Primal range, in navy and Sorbothane Double Strike insole is suitable grips. The Archangel is evolved to exceed injury with Enertor advanced technology black, features a stylish range of polos, tees, for all types of lifestyles, activities and impact the demands of modern dart players. insoles. Enertor insoles provide superior hoodies, shorts and track pants. Featuring dry intensity. Designed for activities where both Matched with custom Prism flights and shock absorption for better pain relief and fit breathable-fabric with a unique gel the forefoot and heel are subject to the most shafts to complete the spectacular look improved comfort. The unique design features silicon logo. impact shock, an inbuilt comfort contour and and manufactured from our unrivalled 90 protect your feet with every stride. Worn and heel cup in the heel forefoot area and added per cent tungsten technology. Elegance endorsed by Usain Bolt. Powered by D3O shock absorption in the forefoot area offers seamlessly combined with performance. shock absorption. a comprehensive shock absorbing solution. Available for shoe sizes UK 3-12.5.

01656 767042 01202 812000 0113 253 0491 08448 730 035 info@.com [email protected] www.zoo-sport.co.uk www.sorbothane.co.uk www.winmau.com www.enertor.com [email protected]

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CYCLING INSIGHT 33

BRANDNATION SECURES RALEIGH AND HAIBIKE BRIEFS Brandnation has secured two new business wins after picking up the PR briefs for Raleigh - the iconic British bike brand and pioneer in e-bikes - and Haibike, a leading e-bike brand. The agency will be responsible for the activation Sir Bradley Wiggins and of the PR and communications plans for both brands. Le Col to launch new The agency has been Zyrofisher seal exclusive briefed to raise the profile and visibility of Raleigh and cycling clothing brand distribution of WD-40 Haibike within UK media. The accounts will be headed up by Tour de France champion and Olympic cycling legend Sir Bradley Bike and GT85 Bike the sport division’s account Wiggins has joined forces with Le Col, the premium British cycling director, Joe Murgatroyd. brand to launch his own cycling brand ‘Le Col by Wiggins’. ZyroFisher have an exclusive class brands, focused on providing Mary Killingworth, Le Col, the brainchild of his former teammate and Team GB rider Yanto distribution deal with WD-40 value added service to their brand managing director at Barker, is the British brand with a growing reputation for delivering the best Company. partners and customers. Brandnation said: “We’re technical performance cycling apparel. The American brand’s WD-40 Sitting within the Fisher absolutely delighted to be Wiggins will be fully involved in product development and design, working Bike products will sit in the Fisher portfolio, WD-40 will be serviced working with Raleigh and closely with Yanto and the Le Col team to bring his unmistakable style, portfolio alongside their GT85 by a highly-experienced team of Haibike who are fantastic appealing to all those who want to perform and look their best on the bike. product range. The original WD-40 Territory Account Managers with additions to our impressive While it’s an exciting new partnership, it’s far from a new relationship. Multi-Use Product was invented Ed Denwood as Brand Manager. existing portfolio of cycling Yanto and Sir Bradley go back 20 years, to when they lived, trained and raced over 60 years ago and the legendary, Preston Ley, Commercial brands. These are brands that together as juniors in Team GB. This level of knowledge, trust and respect blue and yellow can is now famous Director Northern Europe, at have a rich cycling heritage but will give the partnership real authenticity. across the globe. WD-40 Company said: “Our new which also offer a vision for the Sir Bradley Wiggins said: “Throughout my career, I’ve always strived WD-40’s Bike products have partnership with ZyroFisher will future of cycling by forging a for perfection and demanded the very best kit to help me perform. The been developed and meticulously help us to grow the WD-40 and way in the e-bike market. opportunity to partner with Le Col was a no-brainer, as I know Yanto shares tested to provide superior cleaning, GT-85 brands and achieve our full “Brandnation has an exciting this passion and produces the best technical kit on the market. I’m really lubrication and protection and are potential. As the leading distributor plan of activity lined up that excited about bringing my personal style and technical input to a brand put to the test by the world’s best of cycling parts and accessories, we will raise awareness of the already renowned for performance. riders including Danny Hart and have chosen to work exclusively brands and help keep them at “I’ve always wanted to develop a cycling brand that brings cyclists the Jeremy Powers. with ZyroFisher to benefit the forefront of the minds of ultimate blend of professional performance and style. With a range that GT85 is a trusted brand which from the business’ knowledge, cyclists new and old.” caters for committed club cyclists, social riders, through to supporting and has carved out a specialist position understanding and positioning in Alicia Wheatley, inspiring juniors with seriously great performance kit.” in cycling due to its multitude the UK and Ireland and are excited communications manager at Barker said: “When I started Le Col in 2011 I would often speak to Brad of uses. This specialist position to begin working with them.” Raleigh said: “Brandnation in the peloton about performance, style and design, so in a sense he was resulted in the launch of GT85 Ian Calvesbert, Commercial has a wealth of experience of involved in Le Col from the very start. Even at that stage Brad was interested Bike, a range created by a team of Director ZyroFisher, said: “We are delivering results within the in designing his own range but obviously had other priorities. I’m delighted technical experts aimed at cycling delighted that WD-40 have chosen cycling industry so we’re very that he’s now joining us to create ‘Le Col by Wiggins’ where we’ll combine professionals and enthusiasts ZyroFisher as their distribution excited to welcome them to our shared relentless focus on performance and detail, allied to Bradley’s to enable riders to perform partner. WD-40 and GT-85 deliver the team. unique style and iconic status as Britain’s greatest ever cyclist, which will consistently in the toughest high-performance cleaning, “The agency’s knowledge result in the most technical and stylish cycling product on the market.” conditions. lubrication and protection of the cycling industry paired Le Col by Wiggins will launch later in 2018. The partnership will also see As the UK’s leading distributor products that are dedicated to the with their creativity was a Le Col become the technical kit supplier for Team Wiggins, the professional of Parts, Accessories and Clothing specialist bicycle retail network winning formula that we development team created by Sir Bradley Wiggins in 2015. to the UK and Irish cycling and we are looking forward to believe will help Raleigh and Le Col and Sir Bradley will work closely with the team to design and markets, ZyroFisher represents working with them to grow the Haibike achieve great things develop a bespoke range of the very best performance cycling apparel, an unparalleled portfolio of world- brand in our territory.” in 2018.” helping the team to achieve even greater levels of success in 2018.

jersey she won in the US and also Santini I know I am guaranteed the kit Santini has been making at high performance kit that also looks Lizzie Deignan joins its Bergamo facility for the Boels- stylish.” Dolmans team since last season. Santini’s partnership with Lizzie Santini Team as The 2015 World title aside, the Deignan very much reflects the Englishwoman has also won the UCI Italian company’s long tradition of Brand Ambassador Women's Road World Cup twice and creating high performance, Italian- is reigning Commonwealth Road made women’s cycling wear. 2015 World Champion Lizzie At the 2015 World Road Race champion. She will soon be one Its partnership with one of the Deignan lends her face and Championships, in Richmond, of the faces of Santini and will wear strongest cyclists on the professional experience to Santini Cycling Lizzie Deignan dominated a field the Italian company’s range in her road race circuit will also yield the Wear. of dozens of other competitors to leisure time also. “Lizzie X Santini” collection for The Team Boels-Dolmans athlete ensure she wore the rainbow jersey Lizzie said: “I have had first hand the 2019 season, a range of cycling already wears the historic brand’s for the following year. Now the experience of testing the quality wear and accessories created “for kit but will now also be a Santini celebrated cyclist joins the Santini of Santini’s cycling wear racing women by women” which melds the ambassador in her downtime. Cycling Wear team as a brand with the Boels-Dolmans team. I athlete’s personal experience and The new partnership will also ambassador. particular loved the fit and design style with Santini’s design flair and produce the 2019 “Lizzie X Santini” Deignan is familiar with both crafted specifically for the female technical expertise. The collection collection on which she will work the company and its products body. Attention to detail is what launches in autumn/winter with the Italian cycling wear brand. through the UCI World Champion makes the difference to me and with 2018/2019.

www.sports-insight.co.uk CYCLING INSIGHT

CHAIN REACTION CYCLES REINVENTED Fat Lad At The Back drives IN RESPONSE TO market development with GLOBAL GROWTH new GPlus jacket Chain Reaction Cycles is to empower and inspire growing Premium cyclewear company “It’s dynamic and works just numbers of cyclists across the Fat Lad At The Back (FLAB) as hard as you do - we know our world with a reinvented image, has introduced a brand new customers will love to wear it and innovative apps, and a radical pioneering product. feel great.” new philosophy - Ride. Eat. The new GPlus Jacket, an Andy Bennison, head of product Sleep. Repeat. outerwear product that feels like development at Fat Lad At The Launched on February 8, a jersey but behaves like a jacket, Back, has over 16 years’ experience the company’s reinvention pushes the boundaries of product in the cyclewear industry, working includes a new-look brand design with its new fabrics and with some of the industry’s best featuring a more engaging technicalities. Functional, durable known brands. onsite experience, a new Aqua Blue Sport announced and weatherproof; cut from the He added: “The AW range sees smartphone app, free gif- latest soft-touch, stretch fabric, a big step forward in garment making software, completely as Official Online Retailer the GPlus fights off all weather technicality, features, design and redesigned customer conditions whilst keeping riders fit. The new GPlus jacket is an communications and refreshed and Digital Partner to OVO comfortable and cosy. incredibly well thought through brand imagery. Harnessing the latest technical product with some superb features, Ride. Eat. Sleep. Repeat Energy Tour of Britain fabrics, the GPlus’ three-layer it offers a solution to every hurdle places Chain Reaction Cycles membrane combines wind and cyclists face whilst riding in at the centre of cycling Aqua Blue Sport, the multi retailer online cycling marketplace and water resistance, benefiting different conditions. This collection culture globally, with the Ireland's first UCI Professional Continental team, have teamed up riders with thermal properties cements FLAB at the forefront launch including a daring new with SweetSpot to become their Official Online Retailer and Digital and outstanding breathability. An of cyclewear, pioneering new manifesto film that unveils Partner, in a move that will see the Irish brand launch a dedicated essential, feature-rich jacket, it technology.” the company’s foundations, online retail store for the OVO Energy Tour of Britain, OVO Energy guarantees to see cyclists through FLAB has also added a new updated ethos and passion Women's Tour and The Tour Series. autumn/winter and into the premium jersey to its core collection, for cycling. Launched in 2017, Aqua Blue Sport will bring cycling enthusiasts around spring season the Ginnel Cycling Jersey, which The move comes as cycling the world closer to Britain's leading men's and women's professional races The bold new creation from the comes in a soft StayCool 130gsm enjoys new levels of popularity through their industry leading online marketplace. Their presence at the leading cyclewear brand is a first fabric, has a microfiber stretch across the world, with millions Tour Village, the promotional zone found at each of SweetSpot's events, will of its kind and available in four sleeve and side panel for improved of new and passionate bikers also facilitate engagement with independent cycling retailers, brands and colourways, including black, blue, fit. A stylish design, the jersey taking to two wheels for distributors located in or near to the races' host towns and cities. green and red, each with contrast incorporates a host of features commuting, leisure, and sport. Furthermore, Aqua Blue Sport will sponsor the online video player piping. The GPlus is tailored to the including a soft touch pixel lycra cuff The new brand philosophy, available across the official OVO Energy Tour of Britain, OVO Energy figure boasting a fantastic fit and is and pixel panel on the back pocket encapsulated by the Ride. Eat. Women's Tour and The Tour Series websites and SweetSpot's e-newsletters. available in sizes 36-58” chest. to ensure great all-round visibility to Sleep. Repeat. Mantra, centres Heath Harvey, CEO of SweetSpot, said: “In partnering with Aqua Blue Fat Lad At The Back Co-Founder keep riders safe. on inspiring cyclists to seek Sport, SweetSpot are working with a brand who have made a great impact in and Lead Designer, Lynn Bye, said: FLAB is an inclusive brand their next challenge, be it trail the world of cycling in a short space of time. Our shared technical and digital “We’re always looking to innovate offering high-performance, unique or road, and to help feed their expertise will offer both companies significant opportunities to grow their and the GPlus brings something designs and an incredible fit for all healthy addiction. brands in a commercially competitive marketplace. completely new to the table, shapes and sizes, for both women A free, multi-function mobile “Fans of our races around the world will benefit from our dedicated combining the performance of a and men. The full collection can be app will be available as part online retail store while, at the same time, we can bring the OVO Energy jacket with the comfortable feel of found on their website along with of the launch, downloadable Tour of Britain, OVO Energy Women's Tour and The Tour Series closer to a jersey. further product information. from the App Store and Google independent bike stores, an integral part of the British cycling scene.” Play, offering customers new Aqua Blue Sport launched in 2017 by Irish businessman Rick Delaney and levels of interaction with the made an instant impact in the cycling world. American rider Larry Warbasse brand, and the Ride. Eat. Sleep. claimed his country's national road race title as well as a stage victory in the Repeat. attitude. Every day in Tour de Suisse, before Austrian Stefan Denifl capped the team's Grand Tour February, customers will also debut by winning stage 17 of the prestigious La Vuelta a España. have the chance to win their Rick Delaney, founder of Aqua Blue Sport, said: “Aqua Blue Sport is proud order via the new app. to join forces with SweetSpot as the Official Online Retailer and Digital Dan Staples, Director of Partner. This dynamic collaboration is the recognition of the strength and Brand Marketing at Chain value of our online marketplace – the foundation of our ambition to be a self- Reaction Cycles said: “Our sustained professional cycling team. philosophy aims to empower “OVO Energy Tour of Britain, OVO Energy Women's Tour and the Tour cyclists to ‘go again’ day after Series have captured the hearts of cycling fans in Britain and worldwide, and day, doing what they love. We we look forward to growing together and amplifying the reach of the sport feel Ride. Eat. Sleep. Repeat through a dedicated partnership that will unite elite pro racing with elite helps capture this purpose retailers and brands in Britain and worldwide.” to communicate our shared This new partnership creates customizable opportunities for cycling obsession for the sport with brands to directly associate themselves with team Aqua Blue Sport, as well our customers. as with the best professional cycling events in Britain, through the unique ecommerce website www.aquabluesport.com.

the specific needs of a discerning Team coach Kristof De Kegel Wahoo sponsors Sniper Cycling cyclocross athlete competing at the said: “Precision, reliability, and world’s most elite levels. user-friendliness are all elements Wahoo is sponsoring Sniper Running through the full 2018 crucial to enabling our individual Cycling, consisting of the Belgian season, Wahoo will support Sniper athletes to train to their specific Crelan Charles Cyclocross team Cycling with its innovative sweat- needs and compete at a world-class and Veranda's Willems-Crelan- proof, dual-band TICKR Heart Rate level. We’re extremely pleased Charles road cycling team led Monitor to measure efforts, along Wahoo’s product ecosystem makes by two-time Cyclocross World with the sleek ELEMNT GPS cycling all of this possible, and on a highly Champion Wout van Aert. computer capturing ride data. For individualised athlete basis.” The team has selected three key winter indoor power-based workouts “2018 is a historic year for products from Wahoo’s ecosystem and pre-race warm up efforts, Sniper Wahoo,” said Chip Hawkins, to support their training and racing athletes will use the KICKR smart Wahoo CEO. “Not only do we efforts: the Wahoo TICKR Heart trainer. already have the fastest men in pro Rate Monitor, the Wahoo ELEMNT “We’re proud to partner with cycling and professional GPS Cycling Computer, and Wahoo, who not only aims to achieve riding with Wahoo products, we Wahoo’s award-winning KICKR best-in-class products for every now have a two-time cyclocross Smart Trainer. From long training category, they are just as committed World Champion and one of the miles and pre-race warm up efforts, as we are to facilitating the personal most elite cyclocross athletes in to measuring last-lap surges in a and professional development of elite the world with Wout Van Aert World Cup race, every corner of the athletes,” said Sniper Cycling co- insisting on using our computers Wahoo product ecosystem addresses founder Nick Nuyens. and trainers.”

@SportsInsightUK cycling hub 27 : www.sports-insight.co.uk Sports Insight @CyclingInsight @SportsInsightHub The place to source all your products and services

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www.sports-insight.co.uk@SportsInsightUK 28 PENALTY SHOOT-OUT DRAMA AND MEDAL HOPES – LILY KEEPS STICKING AT IT Editor Mark Hayhurst talks to Great Britain and England hockey star Lily Owsley about Olympic Gold and World Cup ambition

or someone who didn't what better things to do on a rest day the Euro Cup final, to come back and it's something that only a few instead of athletics was just the team want to play hockey, Great than go to Copacabana Beach. It was from 2-0 down to bring it to 2-2 the countries have done and Holland atmosphere, the team togetherness Britain and England star a brilliant place and it is somewhere momentum was completely going did it between Beijing and London. it is something you don't get in FLily Owsley has achieved great I always said I want to go back to and our way, and it was against Holland We also want to be the first British individual sports – that was what set things in the sport. travel. I felt like I barely scratched both times, they were almost quite team to win back to back Games hockey aside for me – and in the end From picking up a gold medal the surface as it was all performance defeated going into that shoot-out. and so I want to win again in Tokyo I loved it.” at the European championships driven So we never got a chance to And we are incredibly lucky to have 2020 and that for me would be the Lily’s current club is University in 2015, representing England, see Rio itself, but I really hope one Maddie Hinch – probably the best ultimate finisher.” of Birmingham in the Investec and then on to Olympic gold with day I can go back and relive some of goalie in the world - and that gives But hockey wasn't Lily's first love England Hockey Women’s Premier Great Britain in Rio 2016, Lily the memories there.” us a lot of confidence. For me, I was or any love at all. She was a keen League. Lily is studying there for a has accomplished great things, And what memories they were, very nervous but had a cool sense footballer and athlete, making the Sports and Exercise Science degree. even being named International winning Gold in a penalty shoot-out of calmness I always thought we England Schools 800 metre final Speaking about her career and Hockey Federation Rising Star against the Netherlands. were going to win the shoot-out, four years running from 2009-2012. future Lily said: “I'll keep playing for (International Young Player of the Great Britain had gone on a seven especially in Rio. I knew when Hollie In early 2011, Lily reached the Birmingham for a while longer, we Year) 2015. match winning run to reach the Webb went up to take it, I knew how final England Under 16 football are doing well in the league at the But this year the 23-year-old has final, Lily scored the opening goal calm she is, there wasn't anyone one and hockey trials on consecutive moment. I absolutely love playing her sights set on the World Cup in before the match was drawn 3-3 else I would have wanted to take weekends. She missed the football for club and then the huge focus at London during the summer, with and sent to a shoot-out. A superb that final penalty. I couldn't watch one due to a hamstring pulled the moment is the World Cup this the little matter of April's Gold performance from keeper Maddie it myself, I was to cowardly, I felt playing hockey after an athletics summer. That's kind of the big thing Coast Commonwealth Games, in Hinch and a winning strike from everybody erupt and assumed we training session! It was time to focus in my head at the moment. I can't Australia, beforehand. Hollie Webb secured the title. must have won.” on one sport. Hockey was the chosen really see past the World Cup at the But looking back at Rio and and However, there may have been Lily is now focusing on more one and she has never looked back. moment – I just can't stop thinking Team GB's success during the 2016 a sense of deja vu, as in 2016, medal glory with the World Cup and Lily said: “I played football and about it. And once that is done and Summer Olympics, Lily has some England won the European Hockey the Commonwealth Games. did athletics, I was a runner, and dusted, and fingers crossed it goes great memories. Championships in London, against She added: “Chronologically our when I went to my new school, well, then we will start setting our She said: “It was an unbelievable The Netherlands, again on a penalty focus is on the Commonwealth. It Clifton College, they told me I had to sights on qualifying for Tokyo.” time, the best experience of a shoot-out. And in that game it was will be a big builder going into the play hockey – which was the school Lily is also an ambassador for tournament ever – the whole event Lily who scored the goal to make it World Cup – that's the biggest thing sport. I actually tried to get out of it Mercian Hockey and is full of praise regardless of the result was great 2-2 and take it to the shoot-out to we have got this cycle coming up because there was no hockey at my for the brand. and then to go and win it was what make history. and it's in London so that makes first school. She said: “I love it, for me it's we've always wanted. So it was an Lily said: “I'd have to say to win it even more special. I think it's “I wanted to play football on the more than just playing with a stick – unbelievable experience and will the Euro Hockey gold was the best the medal that quite a lot of people weekend and every time we trained it's quite a loyalty thing. I got given a probably go down as one of the best win of my career, the happiest win lack so I think that gives an extra for hockey I wanted to do athletics. stick when I started playing hockey memories of my career.” of my career. I don't think anything spur on to win a medal there. And I just didn't think I had time for from my coach and it was a Mercian There had been concerns before will take away from that game, I'm the Commonwealth Games will be anything else and I got made to and I've pretty much played with it the Games that venues in not sure why but largely because an unbelievable event. I am sure play it when I was about 13 and I until I got reasonably good enough to would not be ready or not fit for it was the first gold medal we had Australia, as sporting as they are, actually just loved it. I thought it get given a stick. So I have been with purpose. However, Lily had nothing ever won. I think you never forget will make sure the whole thing is was brilliant – I think it is one of them my whole life and they have but praise for the organisation of your first win and for me that was fantastic in terms of event ticketing, the most all encompassing sports supported me throughout all this the event. a long time coming and it was the atmosphere, I think it will be there is, you have to have everything, and I hope what I am achieving, and She added: “There was a lot third year of my career and we'd unbelievable and we are very lucky skill, team camaraderie, you have to what I hope to achieve, gives back of hype leading up to the event not won, we had quite a lot of silver that we have an incredible summer have physical attributes, you have to them in the way they have given that it wasn't ready and that the so to break that barrier and win a coming up. to have everything whereas some to me.” village itself wasn't done to proper final was unbelievable and then “I want to win a world cup – it's sports you only have to have one of standards. But, once we got there, to do it in a home game, to do it in probably the biggest driver in those dimensions and to be honest we had absolutely no problem London, made the experience even hockey. I also think we did a massive the biggest kind of driver for that whatsoever. And, to be honest, I more fantastic with family there, thing in going to create history think it was just people looking for friends there. It was as unbelievable when we won in Rio. History is something to talk about and I had experience. never set – there is always more no problems with any of the venues “In games like that, when you you can do. So it's a huge challenge whatsoever. I thought the whole score the last goal and take it to event was brilliant I think they put penalties, the momentum is going on an unbelievable games. your way. So for us, especially in “It was a special time, especially with all our families out there, and ”

sights on qualifying for Tokyo I can't really see past the World Cup at the moment – I just can't stop thinking about it. And“ once that is done and dusted, and fingers crossed it goes well, then we will start setting our

@SportsInsightUK INTERVIEW 29

www.sports-insight.co.uk V-AQUA

V-AQUA

You are the Technology

Contact Vibram’s UK distributor CHARLES BIRCH LTD Call: 01702 530656 Email: [email protected] Unit 7-8 Fleethall Road, Purdeys Industrial Estate, Rochford, Southend on Sea. Essex. SS4 1NF www.charlesbirch.com COLUMN 31

ARE YOU LISTENING? Jonathan Quint, Saucony Marketing Director EMEA,examines the phenomenon that is changing the face of marketing

Instagram posts per second – you get measurement are invaluable for their target group, but to the parts I’ve never seen an ad for Glossier the idea), but to see them all brought almost all departments of the of the sociographic segment that in my life, but that’s because together on one screen is quite business, and though it is a massive has been identified, they will often I’m not often in the market for something. undertaking, both in terms of appear much larger than they really women’s skincare and cosmetics. Many businesses struggle to budgets and resourcing to harness are. By serving focussed social media Yet after three separate colleagues commit enough resources for even and utilise effectively, when it’s and retargeted digital ads on the mentioned them independently to minimal cultivating or maintaining done right it can lead to little short of websites that consumers regularly me I did a little research: millions of of their social channels, whether that world domination. visit, that group will feel that they see consumers have found this brand is customer services responses on Our objectives are slightly more the brand everywhere. By making through its targeted marketing. Twitter or posting product photos realistic than that but how can we this content engaging and more than Glossier started as a beauty blog on Instagram, but Social Listening put this phenomenal resource to simple display ads or banners, we and is now taking on the huge takes things to a whole new level. It work? can increase that feeling even more. brands it used to blog about. That here is only one thing took me a couple of minutes to get The overriding direction is simply Three brands who register in is monumental growth and in a in the world worse than past the Spooks-esque graphical that we don’t need to put our logos or this scope would be Harry's (men's marketplace which a whole lot more being talked about, and presentation of the data which products in front of everyone. Some shaving products), Spoke (men's competitive than ours. “Tthat is not being talked about.” Oscar involved dragging one “influencer” people are never going to buy a pair apparel) and Glossier (women's If those little guys can harness the Wilde wasn’t necessarily referring node across the screen and watching of running shoes no matter what skincare and cosmetics). They are power of targeted digital marketing, to brands and products or retailers how it affected the rest of the campaign we run. And that doesn’t each at different points of their just by taking the first steps, surely when he offered that wisdom, but the network, but the power of this was matter, social listening and digital development, but through their we can too. phrase reflected (if not informed) a immediately clear. What I found marketing in general gives us the respective (aggressive) growth, It turns out that the listening is generation or two of marketing and mind-blowing was the speed and power to market significantly more each punches well above its weight the easy part, it’s talking back to the advertising. ability to manipulate so much data in efficiently. It helps us find the layers using the power of social media right people that takes the effort, but Mad Men style ad strategy real-time, in front of my eyes. of potential consumers who are open amplification. boy, it can be worth it. decreed that your brand or product In 2018, Social Listening isn’t a to our messaging. We can to use data needed to be in front of as many science for simply informing best to target every potential consumer people as possible to maximise its practice for social media content, with pinpoint accuracy. You’re potential. The view was that if you it should be a way of managing and paying per view or per click, so you threw enough mud, then some of it directing a business from top to need to make them count. Whether it will stick. But times have changed. bottom. is simple database management and Recently I attended a presentation FMCG brands have entire teams sending tailored emails, or Facebook on Social Listening, which isn’t quite monitoring global comments about campaigns that only appear to users the legalised snooping as the name their brand or their competitors, who have “running” or “sport” in might suggest, but is an amazingly retailers can check the sentiments their “likes”, we can now pick our powerful data mining and analysis of posts made within fifty metres of segment and go for it. technique which can show us just their stores and product managers There are brands out there who about everything that is being talked can immediately research what have built their entire business on about on social media - anywhere in colours their consumers find this focussed approach. the world. desirable (maybe even using the There’s no need for anyone We all accept that the volume image recognition software to outside their target market to see of tweets, posts and comments scan images posted to Facebook or this communication and take up posted is almost incomprehensible Instagram!). This instant research, focus and spend. These brands may (for example 6,000 tweets, 800 instant feedback and instant be unheard of to consumers outside “ In 2018, Social Listening isn’t a science for simply informing best practice for social media content, it should be a way of managing and directing a business from top to bottom ”

www.sports-insight.co.uk 32 RETAIL

GERT BOYLE

is a passionate supporter of the U.S. Special Olympics Team, plays an active role in the fight against cancer and serves as an advocate of children’s rights. ISPO Munich enhanced its international character once again. The largest growth was produced by Austria, Japan, Turkey, the Czech Republic, Great Britain and the United States. A total of 2,801 exhibitors showcased their products and innovations. This represents an increase of two percent compared with 2017. The expanded hall concept was Digitalization drives growth in well-received. Thomas Delago, the Managing Director of Nitro Snowboards, said: “The new concept the sporting goods industry with the central aisle created a feeling of openness. We were able to reach retailers who are not so heavily ISPO Munich 2018 took a look at the future involved in the snowboard business as a result. Products were not just simply displayed here. They were The Digitize Area included adidas, The outdoor segment at ISPO the death of her husband, she placed on centre-stage, and trends which took part in the fair for the first Munich has continually grown. “The rescued Columbia Sportswear from were showcased.” time since 2006. understanding about what outdoor is bankruptcy. Delago said his goal was to Roland Auschel, a member of has changed over the years,” Dittrich Gert Boyle turned Columbia increasingly motivate and excite the Executive Board at adidas said. “In addition to water sports, Sportswear into a pacesetter in the retailers: “The concept was really who oversees global sales, said: running and fitness, the segment now sportswear industry by developing popular and is heading in the right “ISPO created a platform where includes fashion as well.” innovative athletic and outdoor direction. We are looking forward to the opportunities of the digital A visionary of the outdoor industry clothing and marketing it with refining the idea with ISPO Munich.” transformation for retailers and was honored during the sports trade inimitable humour. She became a The Munich trade fair centre will brands can be jointly refined. As fair. Gertrude “Gert” Boyle, the prominent figure after appearing as open two new halls in 2019: C5 and the market leader, we came back in former president of Columbia, was “tough mother” (1984-2005) in the C6. As a result, ISPO Munich will order to openly and transparently presented with the ISPO Cup for her company’s entertaining television have a total of 18 halls next year. demonstrate our connection to lifetime achievements. spots. Growth is expected to be generated retailers who see this as a clear The 93-year-old is the first non- The 93-year-old businesswoman primarily by the areas of outdoor, opportunity.” athlete to win the honour. Boyle is also well-known for her work health & fitness and innovative One of the highlights of the fair has been president of and the on behalf of charitable causes. She textiles. was the joint symposium organized visionary thinker behind Columbia by ISPO and adidas. It posed one key Sportswear since 1970. SPO Munich 2108 looked question to visitors: “Are you ready Klaus Dittrich said: “This year, towards a digital future. for the future?” An in-depth report the ISPO Cup will be presented for The four-day event, which about the symposium is available at the first time to someone whose Iended on January 31, saw 2,801 ispo.com. accomplishments do not include exhibitors in 16 halls attract 84,000 The winter sports segment scaling the world’s tallest peaks or visitors from 120 countries. The attracted a large number of visitors turning the fastest downhill time. digitisation of the retail trade, new this year. Powered by new trends She impresses us, above all, with her segments in ski and snowsports and and the use of new technologies in unbelievable energy and power that the change in the outdoor market winter sports products, this area is she applies just when challenges shaped ISPO Munich 2018. generating huge amounts of interest. seem to be the toughest.” In the B2B sector, a new format Klaus Dittrich said: “We intend to Boyle, who was born in Germany was launched in the form of ISPO respond to this dynamic development to a Jewish textile manufacturer, Digitize, and in the B2C segment, and will intensify our collaboration immigrated to Portland, Oregon, with the first ISPO Munich Sports Week work with ski manufacturers.” her family in the 1930s. Following provided end users with insights into the world of innovations. Klaus Dittrich, Chairman and CEO of Messe München, said: “With ISPO Digitize, we have pointed the way to the future for the sporting goods industry and sports retailing. The next step will be to apply this positive momentum and to get more people excited about sports.” The Digitize Area provided a glimpse of the digital future. Visitors had an opportunity to learn about digital solutions in product development, manufacture, marketing and sales. With the help of the Digital Readiness Check, they could see just how fit their own business was.

@SportsInsightUK 33

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

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@SportsInsightUK LT COL ANDY BLACK AND CLAIRE WEBB, MANAGING DIRECTOR OF GO OUTDOORS SIGN THE ARMED FORCES COVENANT

3634 OIA ANNOUNCES Gill Marine acquires US PARTNERSHIP distribution network WITH IN KIND Gill Ltd, the States, Canada, Mexico and the DIRECT US leader in technical marine Caribbean, with annual revenues clothing, has been acquired by in excess of US$8 million. The deal The Outdoor Industries the worldwide brand Gill, as will see the company's combined Association (OIA) has the business pursues ambitious annual turnover increase to more announced a new partnership expansion plans than GBP £20 million, with the US with leading product donation Gill, the leading global brand for making up 33 per cent of the Gill charity In Kind Direct in a bid technical sailing clothing, today worldwide portfolio. to tackle waste and deliver high announced that the British parent Gill North America Ltd social impact. company has acquired Gill North previously operated independently Founded in 1997, by HRH America Ltd. The acquisition, for under a distribution agreement The Prince of Wales, In Kind an undisclosed amount, is part of but will now be an integrated part Direct distributes a wide Gill’s ambitious growth strategy, of the Gill global brand, delivering range of surplus consumer developed since the company was benefits through expansive products donated by leading purchased from Nick Gill by YFM markets, new product development, retailers and manufacturers, Equity Partners in late 2013. The cost synergies, centralized digital including Amazon, Pentland move is also part of the wider plans platforms, shared operations and Brands and VF Corporation, to designed to strengthen its brand customer service. a fast-growing network of local, OutDoor is coming position in the marine apparel Gill’s CEO Jamie Tunnicliffe grassroots charities. Charities market and continue the significant said: “Gill grew 15 per cent in 2017 can use products to run their growth seen in 2017. and has ambitions for further activities or give them to their to Munich Gill North America Ltd is the growth and to strengthen our leading marine brand in the United position as the leading marine beneficiaries. In Kind Direct Messe München is the new event partner of the European Outdoor tracks all donations ensuring Group (EOG) for the OutDoor sports trade show. products are put to good use As a result, the first OutDoor show at the exhibition centre in Munich will and reports back to companies be held in the summer of 2019. on the impact made. Messe München beat out Messe Hamburg and the previous venue Outerwear, walking shoes Friedrichshafen in the competition for the trade show. and sports accessories are in It succeeded with a presentation that won over the majority of members of high demand from In Kind the European Outdoor Group (EOG). Direct’s charity network and Klaus Dittrich (pictured), the Chairman and CEO of Messe München, can be difficult to access as said: “We would like to express our gratitude to the European Outdoor Group retailers and manufacturers (EOG) for the confidence it has expressed in us. We have been working closely have various alternative with the EOG ever since the trade association was created in 2003. We are routes to clear their surplus. now looking forward to intensifying this partnership even more. To advise companies of the “Messe München will now work with members of the EOG and turn benefits of getting started or OutDoor into a cutting-edge industry platform. As part of these changes, it to develop more sophisticated will make OutDoor something more than a trade show that is held for a fixed ongoing product donation period of time and turn it into something that can be experienced at any time programmes, In Kind Direct throughout the world with the help of digital services aimed at retailers and has just published the first consumers.” ever Strategic & Operational In association with the ISPO Group, Messe München has nearly 50 years Guide to Product Giving – an of international expertise in the outdoor and sports industry. This includes easy-to-use, step-by-step guide the world’s leading trade fair ISPO Munich and the two successful subsidiary co-written with PwC to embed trade fairs ISPO Shanghai and ISPO Beijing. product giving into strategy Dittrich said: “OutDoor is the perfect partner for the ISPO Group with its KORS 2018 is full and operational processes. range of products. The reason is obvious: Today’s consumers participate in KORS, the Kendal Outdoor Retail electing to retain space, we had a lot Andrew Denton, OIA CEO, a number of sports, not just one. As a result, we must reinterpret the term Show, reports it has completely of competition for the remaining said: “The main objective of ‘outdoor’ and have incorporated this new interpretation into our concept.” filled space for its 2018 show in slots and we’re delighted to add Scott the partnership is to make The industry has moved beyond the traditional areas of mountaineering double-quick time. Sports, Beal UK and Mammut to the our members aware of the and climbing and entered places like water sports, running, urban lifestyles With 20 exhibitors and well over mix.” benefits of ‘product giving’ to and fitness. 100 brands packed into Kendal’s The new exhibitors join Vaude their business, the community Messe München will contribute its experience as an organizer of Leisure Centre venue, it’ll be another UK, Zamberlan, Hydro Flask, Lyon and the environment. With multisegment trade shows here. This work will also involve a digital offensive. busy show over July 10-11. Equipment, Pro Agencies, Rosker, over 20 years’ experience, In In summer 2018, Messe München will launch a new format that will actively Clive Allen, show coordinator, Eclipse Climbing, Beta Climbing Kind Direct provides an easy support the sports industry and sports retailers with the new ISPO Digitize said: “We always have a lot of Designs, Bramwell International, and effective way of making scheduled for June 28-29, 2018, in Munich. interest from potential exhibitors, Mountain Boot Company, Ardblair product donations accessible Klaus Dittrich said: “With this new top event, we will bolster the sports but demand seems to have been Sports Importers, Lifemarque, to thousands of small, local and outdoor industry and help it prepare for the digital transition along with particularly high this year. With Beyond Hope, DMM, Black Diamond, charities. The more charities partners like adidas.” most of our existing exhibitors Boreal, TKC Sales and Thule. can access donated outdoor products, the more people can get active, explore the outdoors and get fitter, happier and healthier.” Salming iSpike - Gold winner at ISPO 2018 Robin Boles LVO, CEO Salming iSpike - is chosen as a Gold Winner at ISPO in the category of In Kind Direct said: “We Health & Fitness - Trailrunning Shoes. are delighted the Outdoor Thomas Nord, Salming Head of Design, said: “We are super excited and Industries Association wants humbled to receive such a high profile sports industry award like this and it to work with us to encourage confirms our belief in our commitment to develop no nonsense products for no more companies to appreciate nonsense people. the benefits and start donating “Like all product development that pushes the envelope, it comes down to sought-after product categories attention to detail, novel technologies and team effort. The latter in this case, for our charity partners.” is externalized in our close co-operation with Vibram Italy and their novel Litebase outsole technology.” Based on the success of the award winning Salming Trail5, they set out to create the winter running equivalent of it. They wanted the shoe to perform and make you feel secure and confident when hitting the occasional icy spot and provide an amazing ground control in winter snow-packed terrain. To succeed they once again teamed up with the world's leading authority on performance outsoles - Vibram - the Swedish-Italian design and technology co-operation continues.

@SportsInsightUK OUTDOOR INSIGHT 34

GORE-TEX ATHLETE apparel brand around the world. Bringing Gill North America into Polar UK appoints new TAMARA LUNGER The acquisition of Gill North the global company network will TO START AT THE America was an important step in bring enhanced benefits for our RED FOX ELBRUS this strategy and we are delighted to US consumers, with extended Managing Director have finalized a deal which benefits product lines and an integrated RACE 2018 Polar has appointed David Wiley as its new UK Managing Director. our customers, stakeholders and digital platform, and will also Tamara Lunger, an The 47-year-old, most recently at Helly Hansen, brings over 20 years of staff. With this brand consolidation, safeguard 15 employee positions exceptional athlete and experience in the outdoor fitness and sporting goods industries including turnover growth will now exceed in the US. We are excited about winter mountaineer, will be time at Cross Sportswear and . GBP£20 million in 2018 and we can the future, working together with competing in the 2018 Red David will be based at Polar UK’s headquarters in Warwick and his ensure that we have a consistent the Gill brand to continue to grow Fox Elbrus Ski Monsters role will be to lead and develop Polar’s presence in the UK and Ireland brand message and product offering and better serve those who share Expedition Race. The Italian markets. across the world. In conjunction our passion for life on and around will be supported by Gore-Tex David said: “I’m delighted to have joined Polar and am looking forward with our partners, Gill now has a water.” in the ski mountaineering to the new and exciting challenges in the wearable technology market. global presence with market leading Gill manufactures a wide range race, taking place as part of The range and quality of products that Polar produces is fantastic and my positions in UK, Europe, the US and of clothing and accessories which the tenth anniversary of the key goal is to position the brand as the number one choice for runners, Australasia. If you are on or near the it exports to over 40 countries and renowned Red Fox Elbrus Race triathletes and cyclists in the UK and Ireland.” water Gill has a product to meet your has a prestigious heritage, dating series, May 1-8, in the Caucasus 2017 saw a host of new product launches for Polar in the UK across key needs. ” back to 1975 when Nick Gill, who Region. markets including the M430 GPS running watch, A370 fitness tracker, David Pritchard, who will remains a non-executive director, Lunger said: “I am really M460 GPS bike computer, H10 chest-based heart rate sensor and the continue as Senior Vice President began making technical sailing looking forward to it. I've never innovative OH1 arm-based heart rate sensor. (SVP) of Gill North America, clothing from his father’s lace been to Elbrus so this will be David initially joined Helly Hansen as UK Sales Director in 2007, reporting directly to Jamie factory in Nottingham, UK. Gill’s a double challenge and I am with responsibility for driving brand awareness and margins within Tunnicliffe, said: “We are immensely product categories include Race, super motivated.” the UK & Ireland sport wholesale channel. After additionally taking on proud of the success story of Gill in Performance and Active ranges that Preparations couldn't be responsibility for the UK & Ireland workwear channel, his role expanded North America over the last 30 years are well suited for use in a harsh better: mid January she started to include the Benelux region and in the past few years, Australia and as we have created the number one marine environment, inspiring a tough winter expedition with South Africa. brand of choice for sailors, cruisers, consumers to spend time on, off or her mountaineering partner During this time, he successfully built and executed ambitious growth anglers and water sports enthusiasts. near the water. Simone Moro. After that plans across all regions before making the move to Polar in 2018. Tamara is part of a six-person team crossing the Alps from Vienna to Nice, a distance of Gore Wear develops 2,000 km and 60,000 meters in vertical height. She added: “After that, I should be fit.” its first cross country The Red Fox Elbrus Race has established itself as a skiing collection popular get-together in the Gore Wear is bringing its first cross country (XC) skiing collection to high altitude trail-running market for the autumn/winter 2018 retail season. community during the past The eight products comprising the collection have been engineered with ten years. Susanne , the newest Gore Windstopper technologies. In combination with stretch European marketing director materials and an aerodynamic design, they offer aspirational cross-country for Red Fox, said: “Having skiers complete comfort and protection. a top athlete like Tamara The collection is completed by a further 48 multifunctional products, participating at the Red Fox ranging from baselayers, socks and headbands to insulating overtrousers. Elbrus Race only adds to the With the launch of its new XC collection, Gore Wear is extending its allure. The race is taking place portfolio beyond its widely known bike and running wear for the first time. in a region somewhat unknown However, its goal has remained the same: to produce highly functional to European mountaineers. products made with the newest Gore technologies that offer sports “Being one of the Seven enthusiasts a high level of comfort and the best possible protection. Summits, Mount Elbrus The XC collection is centred around a total of eight products, four for men offers terrific opportunities! and four for women: jacket/trouser combinations for training purposes and Participants are becoming shirt/tights combinations for more ambitious, performance oriented cross more international every year, country skiers. Each of these products is based on the same DNA: stretch which is something we 're materials and a streamlined, “body shaped” fit for high freedom of movement, really pleased with.” Gore Windstopper technologies for protection against wind, snow and In 2018, the 10th anniversary the cold, plus a careful selection of highly breathable fabrics for optimum of the race will be celebrated moisture management – all packed into a functional, purist design. with a first time long distance ISPO Award ski mountaineering race on Mount Elbrus: the Red For Haglöfs Eco KOO have launched a brand new Fox Elbrus Ski Monsters Proof Jacket website - www.kooworld.cc, Expedition Race. The start Outdoor and sport showcasing their collection of will be in Azau, a small village The outdoor brand Haglöfs premium-quality performance at 2,500 m altitude. A total has been awarded yet another products. distance of 43 km and 5,257 design prize as its jacket Eco brand KOO reveal All KOO sunglasses and goggles metres vertical gain will be Proof Jacket was chosen are developed and manufactured covered – a special challenge at Winner in the category Urban to the highest standards and put this altitude for every athlete. Outer Layer 3L at the ISPO new website through rigorous testing to ensure Mountaineering brand Award 2018. consistent quality and safety. Red Fox is one of the most Jenny Kjellbom, senior designer The website will encompass popular outdoor brands in at Haglöfs, said: “The Eco Proof a collection of outdoor and sport their homeland of Russia and Jacket is designed with the “re- ranges and will initially present four steadily gaining recognition use is better than replace” ethos goggles and two sunglasses. The in the outdoor world of the US woven throughout its fibres. This sunglasses, named Open and Open and Europe. A breakthrough ultra-sustainable jacket is built Cube, will sit alongside Enigma happened when the two with PROOF Eco, our own high- goggles. The new site will offer a founders launched the Red performance membrane fabric ‘compare feature’ for sunglasses, Fox Elbrus Race in 2008. which is 100 per cent fluorocarbon with each product page displaying a “Celebrating the 10th free. It’s designed to be repairable full list of features and innovations. anniversary in 2018 verifies with easy-to-replace components, Premium Zeiss lenses are that we are on the right track,” and a unique design solution that fitted as standard for unparalleled said Vlad Moroz, one enables you to replace the zipper clarity and protection. All of the of the founders. all by yourself without risking performance Zeiss lenses combine the jacket’s waterproofness. We superior optical quality, extreme are very proud of it and it really durability and versatility as well as a deserves this award.” distinctive design.

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business cards, refer to the directory and use all other outlets provided to you during the show to create a list of contacts for your files – and your business outreach. Education: Participate in educational seminars, networking events and surveys that only take place at trade shows and will expose you to new people, new business and new ways of thinking for your business success. These will also enable you to gain additional knowledge to the benefit of your clients and customers. Answers: Get answers right away, whether from a vendor or a retailer, since trade shows allow for immediate communication and easy, accessible outlets of exposure for both vendors and retailers. Branding: Organisations and their marketing departments are always THE IMPORTANCE looking for opportunities to expand their brand and build awareness. Either as an attendee or as an exhibitor, there are numerous ways to get the brand in front of existing or new customers. Certainly as OF TRADE SHOWS an exhibitor, there are methods of connecting the brand with the trade Paul Sherratt, of Solutions for Sport, takes look at whether trade show visitors like booth design, booth placement, advertising and shows are still relevant in today's sports trade others. As an attendee, there are also ways to connect the brand and make it visible through wearing company 've always loved a trade show. This is a great way to learn about attire, hosting a training session There is a buzz, an optimism. what’s hot, what’s fading and what during the event, sponsoring an New products to see, old your company needs to have or do organisation and others Ifriends to meet and a chance to right now. gauge the current and future state Enjoy!: Nothing gives a business Stimulate new ideas and of the industry. Ideas: owner more energy than a good creative ways to support your Back in the 1990's there seemed time while working to keep them business despite the economy, past to be an endless stream of shows motivated to want to work more! seasons and more. Where you will – Bournemouth, Birmingham, the gain this knowledge is endless – summer and winter ISPOs,the Its part of my annual cycle now your competition at the show, your global SuperShow in the USA. to attend relevant trade shows. general experience at the show and The number of brands was less These tend to occur at the end of a even your participation at the show and the customer base much bigger. year and beginning of the next year will make an impact. More reps covered more customers which gives me a great opportunity and the opportunity to connect Networking: Meet other suppliers, to review what's gone previously directly with the end consumer was retailers and colleagues who you can and what needs to be done going through “traditional” marketing lean on, learn from and possibly gain forward. methods such as print. business from that you would not Its easy to become overwhelmed Today, at a UK and Ireland level, have had the chance to meet had you by the challenges that we face on Intersport and STAG still pursue fact that they are one of only two issue, since you typically will have not attended that trade show. a day to day basis, however a trade a trade show strategy, there is no ways we marketers can get in front to travel to attend these shows and show can often help to re-boot and Learn what your domestic show, and ISPO (certainly of our prospects and customers pay for registration fees, there are Competition: recharge ideas and assist in the competition is up to without having the European show) has settled face-to-face. The other is a direct many reasons to participate in trade development of future strategies. to go to great lengths since their on one date a year - albeit with sales call, and according to Sales shows; I have several colleagues who business information will be easily over 2,800 exhibitors and 84,000 and Marketing International, we have questioned whether they Sourcing: New products, new ideas, accessible. Ask yourself how do visitors in 2018. are making less direct sales calls should, for example, attend ISPO. new suppliers – shows allow you to you compare to your competition today than we did five years ago. All Sure there are costs involved connect personally and directly. and evaluate your strengths and Dead or alive? other marketing-communications and it may not, ultimately, benefit weaknesses to best support your Much has changed but are the vehicles are indirect. Knowledge: Gain knowledge and their businesses. On the other hand, business. fundamental elements behind a Whether you are a retailer exposure to new trends, products look at the list above. If any of these trade show still relevant today? or a supplier, there are many and resources that are available for Leads: Generate leads for strategic points resonate then go. Many would argue that trade advantages to attending trade your business – whether it be as a alliances and most importantly, I'll see you next year in the shows are dying but it remains a shows. While cost is of course an retailer or as a supplier. potential customers. Collect Hofbrauhaus!

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Brands should have a 3 purpose, a conscience and sustainability at their core Research has found that millennials prefer to do business with caring brands, who maintain high 9 THINGS standards and a clear commitment to sustainable practises. A study by ALL SPORTS RETAILERS NEED TO KNOW ABOUT Elite Daily found that brand loyalty is earned through product quality, good customer experience and the brand’s support for society. In 2015, Nielson published its annual Global Corporate Sustainability Report and revealed that 73 per cent of surveyed millennials prefer to buy from a MILLENIALS sustainable source. In a blog for the Huffington Post, entrepreneur Sports retailers need to pay attention to the demands and Danielle Sabrina, says, ‘Millennials support companies that do good, ever-changing needs of 20 and 30-somethings who are set to making social entrepreneurship a smart business model to follow,’ account for one third of all retail spending by 2020. Fiona Bugler and she added, ‘Seventy per cent of tells you what you need to know millennials are willing to pay more for a product that makes an impact on issues they care about.’ However, Who are they? Powell, a well-known American according to a report by Coupon Follow, even though they do value First of all, you need to know expert in sports retail and adviser 1 ‘authenticity, local sourcing, ethical who Millennials are: There’s a wide at the NPD Group (a global market production and a great shopping variety of definitions as to the date research firm), ‘This creates a experience,’ nearly 80 per cent were range for a Millennial, Wikipedia strong interest in athletic and enticed by a bargain, and discount cites 13 date ranges between 1976 outdoor products. Millennials will still has a big influence on shopping and 2004. Nine of the 13 suggestions be the prime consumer of sports habits. start at 1980-something, and of apparel, footwear and equipment these, the average start date is 1982 in the future.’ And NPD say this and finish date between 1997 and is no surprise as 95 per cent of Inclusivity 2001, making the average cut-off the millennial cohort is active, 4 Matters Entrepreneur 1999, or age 19. With this 20-plus- and nearly 30 per cent identify Magazine recently ran a piece year span, there are of courses themselves as a core athlete (three with the headline, How to Sell to differences between younger times that of the overall population). Millennials? Be Radically Inclusive. and older millennials. But key A survey from 2014 revealed that, Written by Rohit Prakash, the co- characteristics include the fact that 81 per cent of millennials (in this founder of Townsquared an online this group in their teens to mid 30s case 18 to 34-year-olds) exercise, community for small businesses, are ‘digital natives’, the majority and that they are also found to be the article includes reference to a grew up after the internet, social goal-oriented and exercise with a study that shows that 20 per cent media, and mobile became the norm. purpose and like to exercise to be of millennials identify as LGBTQ, tailored, boutique and sociable. compared to seven percent of They are passionate Michelle Ryan, New York Sports baby boomers, and Prakash says, 2 about health and Clubs' chief marketing officer, told ‘small-business owners should fitness. the New York Post that when it consider which steps they're taking to express inclusivity as one of Millennials have a passion for comes to workouts millennials ‘want their business values’. He suggests fitness and healthy living. According camaraderie, to feel like they're part simple things like saying, ‘All are to an article written by Matt of a neighbourhood.’

@SportsInsightUK ANALYSIS 41

welcome’ and allowing staff to Millennials have come to expect express their identity. According to to be asked for their opinion a study by Catalyst of 1,500 workers, and even help with product inclusivity has a positive effect development. ‘It’s what we call on business. The more included the reciprocity principle,’ say employees felt, the more they were The Boston Consulting Group, a likely to go beyond the call of duty in company that provides insights the workplace. and transformations for business. ‘Through the feedback they express No to the hard sell both offline and online, Millennials 5Good content that informs, influence the purchases of other adds value and doesn’t look like it’s customers and potential customers. selling to you and trying too hard They also help define the brand has become an essential part of any itself.’ top brand’s marketing strategy. We live in a noisy world where we’re Mobile shopping bombarded with information and 7The move is to all things mobile, Millennials don’t respond well as MckInsey say, ‘Digital commerce to a hard sell. Numerous studies is poised to explode, bringing and reports have found that the shopping quite literally into the under 35s listen to their peers, palms of many consumers’ hands. read reviews and only want to hear Adding that ‘mobile technologies authentic voices. They don’t respond will increasingly influence every games, and it’s clear that marketing buy tickets and travel discounts to smartphone to personal computer to well to brands who just want their stage of the customer’s shopping to millennials needs to be optimised get to games.’ Other omnicommerce physical store in their quest for the cash, and as stated above, they will journey — from personalized for mobile. experiences could include online best products and services.’ be more loyal to companies who promotions prompted by geo- shopping lists that can be ticked have a higher purpose (green and targeting to in-store research and The streamline off in store. And importantly, Quick Change social issues and inclusivity all price checks, as well as to payment 8customer experience bargain-hunting millennials want 9As stated Millennials are digital count). capabilities that offer checkout ‘Omnicommerce’ is a new buzzword to research online, get a voucher natives and quick to pick up on options beyond waiting in line.’ And when talking about millennial or discount coupon, then view the next big thing, whether that be It’s a give and take as early adopters of technology, shopping experience. It refers to the product and purchase it from virtual reality, artificial intelligence 6relationship between millennials have been the first to offering the customer a seamless their favourite store. In a study by or a new platform to share their the brand and the embrace payment by mobile and shopping experience across all sales Accenture it was found that ‘68 messages, from Facebook to customer mobile shopping apps. Add to that channels, whether in-store or online. percent of all Millennials demand Instagram to snapchat. This group As we can all interact on social the use of social media, or ‘social Campaign Live says is ‘the next an integrated, seamless experience have a thirst for new technology, so media via our mobile devices, broadcasting’ on mobile devices for obvious areas for social broadcasters regardless of the channel’ so they as a retailer you need to make sure wearables and virtual reality, football results and even to watch to move into are micropayments to can ‘transition effortlessly from you share their passion. “ Millennials will be the prime consumer of sports apparel, footwear and equipment in the future ” MATT POWELL, EXPERT IN SPORTS RETAIL AND ADVISER AT THE NPD GROUP

www.sports-insight.co.uk 42 Rogue waves, isolation, life-threatening danger – let's do it all again Tony James speaks to Vendee Globe sailor Alex Thomson about life sailing and racing on the world's oceans

hree months of danger and isolation, 60-foot waves in freezing seas, fitful sleep, Tpermanently wet clothes and the knowledge that whatever happens, you’re on your own. One experience of that is surely enough for anyone. Meet a man who has done it four Thompson’s new 60 ft IMOCA times, lived to tell the tale – and class racer will start in May, but not can’t wait to do it again. surprisingly other details remain a Only hours after he came second secret. in last year’s non-stop round-the- Technical problems dogged world Vendee Globe single-handed Thompson’s last bid, and lessons yacht race, falling short of his have been learned. “The biggest dream to become the first non- challenge of the Vendee Globe is French winner, by a mere 12 hours, that you have to produce a boat fast 43-year-old Alex Thompson had enough to win and strong enough thrown his hat into the ring for to finish,” he told us. “This time the 2020 instalment of the world’s we’ve got to be better, faster, more most gruelling sailing contest. organised and more reliable.” “If I can put together a Thomson knows better than competitive campaign and we can most that the Vendee takes no take things to the next level, we’ll prisoners. The race rules are go for it,” he said, and that’s what brutally simple: no stopping, no he’s done. Backed by his long-time prepared routes, no help with sponsors, German luxury fashion repairs and no assistance if ill or house, Hugo Boss and a consortium injured. He wouldn’t have it any CLEO BARNHAM CLEO of other partners, the build of other way.

@SportsInsightUK MY SPORTING LIFE 43

He will once more leave behind his wife, Kate, and two young children, Oscar and Georgia, who will be ten and six by the time of the next Vendee. “I’m used to being away from home but I know it’s harder for them,” Thomson says. He could be forgiven for wondering if it would finally be fourth time lucky when he led the 2016-17 event in the early stages, breaking two race records and was 100 miles in front when a hydrofoil was ripped off his boat in mid-November. By Christmas he was nearly 1,000 miles behind his fierce rival, Frenchman

Armel Le Cleac’h and would have LAUNAY CHRISTOPHE been forgiven for calling it a day. Thomson doesn’t think like that. For him the race wasn’t over until it was over: he cracked on, despite further technical problems, setting a new record of 536 miles sailed solo in 24 hours and slowly and painfully, Le Cleac’h’s massive lead was whittled down. Eventually Thomson lost by a mere 12 hours after one of the most thrilling chases in elite ocean sailing. No one who knows Thomson doubted that he would want to enter his fifth Vendee Globe in 2020, and so, with the luck conspicuously missing last time, fulfil his lifelong dream of winning sailing’s greatest solo offshore race.

He matched Dame Ellen SUCKSDORFF YVES LLOYD IMAGES LLOYD MacArthur’s 2001 second- place finish and broke his own “My dad was a search-and-rescue to include backing Thomson’s boat, cool is that? found on a remote South American British record for the fastest solo helicopter pilot so we always lived team and campaign for the 2020 Sponsored by Boss, Thompson beach. circumnavigation in a monohull, but near the water. I got into windsurfng Vendee Globe. had his first crack at the Vendee in In 2015, competing in the Transat although he was delighted to be home at 11, then dinghy-sailing, then “Alex is an outstanding 2004 but had to retire after damage Jacques Vabre race from France to in one piece and reunited with his yachts. I did my first offshore race in sportsman and for us a great brand to a boom fitting and four years Brazil, Thompson’s ten million Euro family, it was obvious that for him the 1995 and found my vocation. My job ambassador,” says Hugo Boss CEO later was forced out with a cracked Boss yacht had to be abandoned job wasn’t finished. was my hobby and it’s the best job in Mark Langer. “Together with him hull after a collision. In 2012 he after it was rolled over by a rogue “I’m happy to be in second place the world.” and his team we can look back came a very respectable third in an wave. and maybe next time it will be one Thompson first reached public on many incredible moments older-generation boat, which only “As soon as you leave sight of better” he told a post race press attention when he became the both on and off the water. We are increased his determination to land, your boat feels really small. It’s conference. “A third, a second –it’s youngest skipper to win a round- delighted to continue our successful become the first non-French winner humbling. It makes me understand easy to see what comes after this.” the-world race – the 1998 Clipper partnership.” of the race they call “the Everest of how small we are as a human race The sea has been Thomson’s life competition. Thomson certainly gives good the sea.” and how powerful the ocean is. It’s for as long as he can remember. Crewing for him was Air Miles value away from elite sailing with Thompson reckons it’s more strange that our planet is called His grandfather had a house on a magnate Sir Keith Mills, the key a series of daredevil stunts which difficult than that. “Half the people Earth when most of it is covered tiny island off Jersey where the figure behind the successful London include calmly walking up the 95ft who start the Vendee Globe don’t by water. We know less about our family spent idyllic holidays sailing, bid for the 2012 Olympics and the mast and across the keel of his finish,” he says, passing on the oceans than we do about the Moon.” swimming and fishing for crabs and mentor responsible for Thomson IMOCA 60 sailing at full speed at round-the-world sailor’s favourite And the future? “Being at sea lobsters. breaking into the solo sailing circuit a suicidal angle and combining his fact: over 4,000 people have climbed five months of the year has become Thomson claims he was usually and later moving into the big-time two loves of sailing and kiteboarding Everest, over 500 have been into normal for me,” Thomson says. “ I an outsider at the 11 schools he went IMOCA class. by pursuing his boat on a kite and space, but the number sailing non- don’t know what else I’d do if I didn’t to as his family moved around the Mills helped to arrange jumping on board from a height of stop round the globe has barely sail. I’ve thought about it because at world. “I didn’t want to be one of the Thompson’s Hugo Boss sponsorship 280 ft. reached three figures. some point I’ll have to stop. others – I wanted the difficult side in 2003, which has now become He completed the James Bond Thomson has had his share of “Will I ever be satisfied? I don’t because it made it more interesting. one of the longest and most envied image by wearing a slim-line high-profile incidents, including a know. To me, success is winning the I became good at making the best of partnerships in sailing. Recently, stretch-wool top of the range Hugo mid-ocean rescue in the 2006 Velux Vendee Globe. After that? We’ll just difficult situations. Boss extended the deal until 2021 Boss suit, shades and a watch. How 5 Oceans race. The boat was later have to see. “ Will I ever be satisfied? I don’t know. To me, success is winning the Vendee Globe. After that? We’ll just have to see ”

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FAIL TO PREPARE- PREPARE TO FAIL Paul Clapham stresses the importance of doing your business research and not resting on your laurels

lot of businesses are set up important. What's more, doing it Next contact other specialist they fall into? How important is a advisor has strongly recommended without the benefit of any properly and professionally can magazines. The advertising local supplier? How important is you do some customer research research being done. An open some doors for you in the department of a consumer price? Do they like promotions eg (he will do). Would they mind evenA higher proportion never revisit process. magazine will have research free draws? Which supermarket do answering questions for a few their research. available telling you about their they usually shop at? When do they minutes? Some will still refuse, If someone asked you to invest Desk research to readers, whom they will know very normally buy sports goods? Do they but most will be happy to help and in a business and they didn’t have start with well. This is readily available via prefer famous brands? You can add one or two might say “Call me the any recent research to demonstrate A good place to start is at a business a phone call. Existing businesses a similar number directly relevant minute you start”. why it’s such a good idea, would you library, perhaps attached to a in the sports world are another to your business. This good, old-fashioned shoe write a cheque? I wouldn’t and I college or university. Here, you resource. If your trading area will leather route might not work. To would expect bank managers to act should find a collection of recent be, for example, Kent, an established Important point: you are reach the young single male aged the same. Mintel reports covering a vast array business trading in Oxfordshire will trying to find out what 18-30 (classic sports retail country) In the same way if you are still of subjects. This business sector usually be happy to give you tips and customers want, not it would certainly be inefficient. reliant on research you did ten or will have been covered recently information. A non-competitive shoe-horning them in Instead, visit local sports clubs on 15 years ago, you are working with and it will tell you basic national local business - say a retailer selling to fit your plans. training night. Players will happily totally dated information. OK, research information: age and sex a totally different product range Start by telling them your name, spend five minutes ticking boxes on running the business for that period of customers, social class, income, - will happily share his hard won give them a business card, say that a short form if you offer them some of time means that you will have purchasing patterns, newspapers local knowledge. The small business you're planning to set up a business beer from the jug you've bought much of the relevant information read, regional variations and so on. community is mutually supportive, locally and your bank's business in exchange. but not in an organised fashion. You may already know most so buy into its experience with pub So for anyone starting a business, of this, but it's useful to have it lunches for a couple of people. expanding into a new field or who confirmed and you will probably has been trading for an extended learn something new. Shoe-leather research period I strongly recommend this: Thus armed, you're ready for do your research. Research could Ask your suppliers the hard graft. From this initial tell you that your idea needs a They should have up to date information, you will know the couple of small tweaks to make it research and should be delighted broad categories your customers really brilliant or that customers to share it with you. That should fall into and you will be able to will pay more than you thought for include Intersport or Stag if you are define where they live in your area. your products when combined with a member. Get yourself a clipboard, dress your expertise. It's worth every hour smartly and go and ask them some you spend on it. Read this magazine in questions. Research always boils down detail every month What do you want to know? to someone asking questions Knowledge is power and a lot of Clearly this will vary from business to strangers. For the small retailers in all sectors ignore the to business, but here are some business, that usually means you, knowledge that comes through the questions you might try. Do they buy personally, asking, which is why letterbox each month. Be ready to sports goods? How often? Where a lot of businesses avoid it - it's react with an email full of questions do they normally buy? How many embarrassing. But it's still vitally to brand owners which are featured. in their family? What age group do

www.sports-insight.co.uk 46 UNDER THE COUNTER A sideways look at the world of independent retailing Oh no - it's Agueroooooo!

ergio Aguero visited the shop they were blue and red and stuffed by a display of hockey-sticks, meant With one bound, he tore the phone bottoms from the bargain drawer last week and lay under the with what felt like bread-pudding). I could see what he was up to, but from my hand and attacked it with and smelling of disinfectant. counter chewing a pig's ear. "He just likes company. We can put also meant that he could see me. snorts and growls. I could hear the The last day before his owners SWe managed to keep it out of the him under the counter and no one Never since I was taken home soccer equipment wholesaler on the returned, Aguero celebrated by papers. will know he's there." As the phrase to meet her parents by my first other end asking anxiously whether destroying three memory-sticks Before you assume that his goes, “Like a fool, I believed him.” girlfriend, had I been stared at so I wanted him to call a doctor. containing five years of accounts, uncertain future at Manchester In fact, hardly was Aguero hard and for so long. Worse was to happen when a man a Parker fountain-pen given to me City had unhinged the legendary installed on his dog duvet under the Giving full attention to customers who intended to place a large order by my mother when I passed the Argentine soccer star, perhaps it's -equipment counter with was impossible as black shiny eyes for equipment for a sports club, sat 11-plus, and a shock-absorbing knee worth mentioning that this Aguero his water dish and array of canine bored into my subconscious, How in the chair the dog had decided was support. was a ginger-coloured mongrel with snacks than he wanted to go out. can you say anything sensible about now his. Aguero climbed laboriously But there's usually a positive side one blue eye and one brown one, and Once out, he wanted to come in, asymmetrical loop football boot onto the client's lap and sat there to everything. Norman apparently who, as far as we know, has never pressing his nose hard against the lacing when you're being stared at with an expression I had not seen feels so bad about having brought played in the Premiership. glass door until it resembled a model from behind a pile of rubber bones? before and didn't like a bit. Aguero into our lives that he's We had dogs at home when I was of Donald Trump made from prunes. That day, business terminated The man was very nice about volunteered to work next Saturday a lad but as far as I remember, they Cats may be relaxing companions abruptly at 4pm when the till what happened next, but we haven't for nothing. lived outside in kennels and barked when asleep, but it was soon obvious computer screen went blank. heard from him since. He drove I'm just trying to work out what at Jehovah's Witnesses. But dogs, that dogs aren't. Moans, sighs and During a period when he appeared away wearing a pair of track-suit the catch is. Perhaps he's been asked like everything else, have gone soft sinister gnawing sounds rose from to be peacefully asleep, Aguero had to look after a hippopotamus. since then, and now they regard beneath the counter, resulting chewed through a coaxial cable. human comforts, and above all, in quizzical looks from several The next day, obviously now human company, as their right. customers. having a taste for retailing So when my old, and usually quite "He's asthmatic," I said nodding equipment, he put the phone wise, assistant Norman was asked at Norman who was selling a answering machine out of action by his neighbour whether he would skateboard to someone's granny. and ate a roll of parcel tape, followed look after Aguero while they took “Apparently the pollen count's all by selection of accessories. the mother-in-law on a week’s tank over the place today." I had nothing personal against driving course on Salisbury Plain, On another occasion, unable to Aguero, you understand. At least not he asked if he could bring the dog to resist investigating a long silence, until I found he had a phone phobia. work "just now and then". I wished I hadn't. Aguero had been A ringing phone sent this ancient "He'll be no trouble," Norman said sick on a consignment of England creature, which looked as though as we were unpacking some Chinese women’s cricket team sweatshirts. he was constructed from wire coat- tennis balls I had bought on the Moving his bed to the corner of hangers and old teddy bears, into the internet (no one thought to mention the shop, shielded from customers canine equivalent of Mike Tyson.

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