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Editor: MARK HAYHURST WELCOME Tel: 01206 508618 Email: [email protected] to this month's Sports Insight Kukri extends partnership with Advertising Manager: Lancashire County Cricket Club KEITH MARSHALL Tel: 01206 505947 Lancashire CCC has extended development at Emirates Old at Emirates Old Trafford, with Fax: 01206 500243. its partnership with Kukri Trafford nearly complete and a both campaigns starting over Email: [email protected] Sports, who have signed a new young and ambitious Lancashire the last two months. Lancashire Advertising Sales contract to remain the club’s squad in place. Lightning, led by captain Steven 21-23 Phoenix Court, Hawkins Rd, Official Kit Supplier until the “Our ongoing plans with Croft, will play in the new Colchester, Essex CO2 8JY end of the 2020 season. Lancashire CCC come at an NatWest T20 Blast kit in the The Lancashire-based exciting time for both the club and side’s opening fixture against Group Advertising sportswear supplier has partnered the brand and we look forward Durham Jets on Friday, July 7. Manager: SAM REUBIN Well that wasn't what we were with the Red Rose County for to being part of the enhanced fan Lancashire CCC Chief Group Editor: more than eight years and the experience at both Emirates Old Executive Daniel Gidney, added, expecting from the General CHARLOTTE SMITH Election. new contract will extend the Trafford and around the world. “We are extremely pleased to Tel: 01206 508615 Prime Minister Theresa May's relationship to more than ten This contract extension coupled extend our partnership with decision to call a snap election to years. with our continuing commitment Kukri Sports as the Club’s Publisher: MATTHEW TUDOR The news follows the recent to our extensive stable of Official Kit Supplier. We have strengthen her mandate for Brexit Art Director: CHRIS ASHWORTH negotiations with the European launch of all three kits for the worldwide partners further worked closely with Kukri Union didn't go to plan. current season, and Andy Ronnie, supports our vision to become on a number of projects and Advertisement Art The Government lost their group executive chairman at the number one global multisport activations at Emirates Old Director: KEVIN DENNIS Kukri Sports, said: “We are brand.” Trafford, across the North West majority and we are left with a hung Reproduction: parliament with the Conservatives extremely proud to continue our Both the Specsavers County and in Dubai, as part of the ACE PRE-PRESS. looking to do a deal with the DUP to relationship with Lancashire Championship and the Royal team’s pre-season tour, and we Tel: 01206 797541 hold on to power. County Cricket Club. It’s an London One Day Cup shirts have are looking forward to developing People and businesses were exciting time with the on-going been on display in recent weeks these in the coming years.” Photography: looking for a period of stability and CLIQQ PHOTOGRAPHY www.cliqq.co.uk an end to uncertainty. Twitter: @CliQQphoto Well I think we may be in for another period of uncertainty. Accounts: SUE CARR. We will have to wait and see Tel: 01206 505903 what happens – again. Published by Maze Media (2000) In this month's magazine, Fiona Limited, 21-23 Phoenix Court, Bugler takes a look at the world of Hawkins Rd, Colchester, Essex hashtags and how to use Instagram CO2 8JY to your business's advantage. All contents © Maze Media (2000) Solutions for Sport's Paul Limited. The views expressed in this magazine are not necessarily Sherratt examines the issue of how those of the publisher. Every effort brands are becoming retailers and is made to ensure the veracity and integrity of the companies, persons, retailers are becoming brands. products and services mentioned in Does your business have kerb this publication and details given are believed to be accurate at the appeal? Paul Clapham looks at time of going to press. However, no how to drive customers from the responsibility or liability whatsoever pavement and into your store. can be accepted for any consequence or repercussion of responding Woo customers to like your to any information or advice brand - Saucony's Jonathan Quint given or inferred. No part of this publication may be copied, broadcast, looks at how. interpreted, or stored, in any form, Enjoy the July issue. for any purpose, without the written permission of the publisher.
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recycled materials, recycled hangers, as well as technical details throughout. ZYROFISHER WIN ASICS’ has further plans in CAMELBAK’S London with a flagship retail space Salming signs INTERNATIONAL opening on Regent Street which will see all four ASICS brands; up Lagerquist MARKETING ASICS performance, Onitsuka INNOVATION Tiger, ASICS Tiger and Haglöfs all Salming has continued its under one roof for the first time. investment in handball by AWARD Scott Wakefield, direct to contracting one of Sweden's consumer director ASICS EMEA, best and toughest defenders. Anna Lagerquist had her big ZyroFisher have won said: “The new store design is international breakthrough at CamelBak’s 2016 Marketing a clear demonstration of our Euro 2016 in Gothenburg. Her Innovation Award for values and what we believe in. club address since last year is the successfully building the At ASICS, we are proud to put ASICS brings ‘Sound Mind, Danish Nyköbing Falster HK. brand through working with consumers at the heart of what Lagerquist said: “I like the athletes and ambassadors as we do and literally bring sport, Sound Body’ philosophy to shoes and I like the Salming well as leveraging CamelBak’s health and fitness in-store. This motto "No Nonsense", it matches collection of industry leading new atmosphere will serve life in Oxford Street store the way I play very well.” hydration systems to the UK our core community, such as The way Anna suits the and Irish markets. ASICS has launched its new integral part of the relaunch and high performance runners and Salming brand is an important The 2016 Marketing global retail concept at its store brings fitness and wellbeing right will become the go-to place for explanation to why the Swedish Innovation Award recognises on Oxford Street. into the heart of the store. The young actives looking for stylish fast growing sports company has ZyroFisher’s work in these The new approach is centred mirrored studio, which overlooks and versatile products. We feel been working for her signature. areas, and the success their on the ASICS ‘Sound Mind, Sound the redesigned ground floor, is open confident that we have delivered a Gunnar Oesterreich, marketing activations have Body’ philosophy. to freelance fitness instructors next generation retail concept that marketing manager at Salming had in positioning CamelBak The space, set over three floors, for free and demonstrates ASICS demonstrates how to live with a said: “Anna is a hard-working as the first choice in hydration balances the highly technical commitment to fitness for all as Sound Mind, Sound Body.” player that has a 100 per cent products for consumers in the aspects of the brand’s products part of a healthy lifestyle. Highlights include: A digital attitude on the court, she will be a UK and Ireland. - a sound body - with natural, Natural wood combines with a shopping experience; which begins perfect ambassador for us.” Kim Rogers, warm finishes, sustainable and bespoke hanging plant installation via big screens in the storefront One of the reasons that Anna international marketing recycled materials - a sound mind to soften and freshen the retail windows, bringing the atmosphere chooses Salming is the company's manager, CamelBak, said: - immersing customers in a world environment. In contrast to the of the collections to life; Digital commitment in European “CamelBak is pleased to where both the mind and body are calming botanical touches, the touchpoints inform the customer handball. award ZyroFisher the 2016 stimulated. technological features of the space about the products; Mannequins in Lagerquist said: “Salming has Marketing Innovation Offering ASICS’ latest sports exude innovation and technology – the store are designed to highlight grown in the last years and have Award for their outstanding performance collections, as well values inherent to the ASICS DNA. natural movement, are 30 per cent had a lot of presence at the Euro work, particularly in as Motion ID running services, a ASICS is the acronym for lighter than industry standard and in the Champions League.” the development of the digital consumer journey linked ‘Anima Sana In Corpore Sano’ and are created from recycled Salming's commitment to the Ambassador program. The to the RunKeeper app and a ‘Sound Mind, Sound Body’. The mannequins. Hangers within the handball business will get even ZyroFisher Marketing team community fitness space there is store’s consumer journey reflects store are made from 50 per cent more intensive in the next years, went above and beyond innovation to help everyone. the harmony of this philosophy, grass and 50 per cent recyclable the goal is to become one of the expectation by creating The community space is an with mannequins made from materials. unique and fan engaging video leading brands in the sport. content for CamelBak.” Lagerquist made her debut The content produced via for Salming on home ground the athlete and ambassador in Ystad, on June 13, when the program has been incredibly TOTAL WARRIOR AND INOV-8 national team competed in a well received, reaching World Cup qualification game hundreds of thousands of PARTNER UP FOR 2017 SERIES against Macedonia. consumers through social media. The marketing team at ZyroFisher has also created Adam Dickinson, co-founder of specific microsites for key Total Warrior, said: “Total Warrior products, including the new is the pinnacle of obstacle course Crux Reservoir and Low Rider racing in the UK so it’s fantastic to systems, enabling retailers be forming a new partnership with and consumers to better inov-8, a renowned running brand understand CamelBak’s that is also at the pinnacle of its innovative new products. sector. Jon Sherwood, head of “With 30 punishing obstacles marketing, ZyroFisher said: crammed into our courses – “It is really exciting to receive including fire, ice, electricity, and this recognition for the work miles of muddy terrain – Total we are doing in our market. Warrior is carefully designed to We have an amazing group satisfy those willing to accept a big of athletes and ambassadors Two of the UK’s biggest forces well as award-winning apparel and with Total Warrior in 2014 and challenge and push themselves to representing CamelBak, in obstacle course racing have equipment. are delighted to be doing so again. their physical and mental limits. By and the content they have formed an exciting new alliance. The brand’s origins are similar Throughout 2017 we are investing in joining forces with inov-8, we have produced for the brand is Total Warrior, which attracted to those of Total Warrior, whose both the obstacle course racing and found a like-minded partner.” truly inspiring. CamelBak nearly 20,000 racers to its events in first-ever event in 2011 was held in trail running communities, helping The new partnership means is a brand that is built on 2016, has teamed up with running Shap, Cumbria, just a few muddy inspire competitors of all abilities to all 20,000 warriors set to take on innovation and category brand inov-8 ahead of this year’s miles from inov-8’s UK office. Shap push their boundaries. the courses in Leeds, Shap and defining product, so for them series. (to be staged on August 5/6) remains “We know how important Edinburgh this summer can benefit to recognise the innovation With its roots firmly etched one of the events for 2017, alongside underfoot grip is to obstacle racers from exclusive deals on inov-8 in our marketing on the Lake District’s muddy Leeds (June 24/25) and Edinburgh and with shoes like the iconic products. The brand’s shoes, apparel efforts is a fantastic fells and trails, inov-8 has carved (September 16/17). X-Talon and Mudclaw we have and equipment are perfectly suited achievement.” an international reputation Michael Price, director of footwear which provides the best to the conditions and challenges that for designing off-road running product and marketing for inov-8, traction possible over all types of will be faced on the Total Warrior footwear with unrivalled grip as said: “We previously partnered up ground, including mud.” courses.
@SportsInsightUK Sports Insight magazine (BP FTS).pdf 1 22/06/2017 16:04
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Simply put – running is essential to business Adrian Pointer, managing director Simply Sports, looks at the importance of the right fit and community events
unning is an essential part of Simply Sports' business. R So much so that the Intersport member does not sell running shoes on its website – they prefer the customers to come into their stores to be fitted properly. The business was set up in 1986 with its first store in Beckenham before moving on to set up in Reigate and Oxted. They have recently merged with Christopher Hull Sports in Tunbridge and Tunbridge Wells. Adrian Pointer, managing director Simply Sports, said: “ We have invested heavily, in all four stores, in a gait analysis system and have just upgraded it. We believe if you want a pair of shoes fitted properly, that are correct for your biomechanical needs, then we need to see you and we need to see your feet.” With a store in Reigate, and their love of running, it is no surprise that Simply Sports are heavily involved in the Intersport Run Reigate Half- Marathon and 10k and the Canon Kids Race. The event returns to Surrey’s Priory Park on Sunday, September 17, runners) at The Running Awards opened its doors. for its fourth anniversary race. 2017, the only independent awards The science and popularity of Set up in 2014 by local running ceremony celebrating the best of running has been on the rise. enthusiasts as a half marathon, the running and its culture. This follows Pointer said: “The technology has event grew quickly to include a 10K its Silver award in the Half Marathon changed, the cushioning, the weight, by 2015 and a cumulative kids’ race category in 2015. the look of the shoe has all changed, by 2016. It is now a firm fixture in the Adrian said: “Race pack style has become more important diary for runners young and old, with collection is done through the stores, now. People want a shoe that looks fantastic community support and a the Reigate store in particular, so at good. beautiful route through rural Surrey the time of that event, and the lead “Consumers are also more on fully closed roads. up to it, there's a real buzz around the informed now, without a doubt, they Such has been the success of the shop. It's absolutely fantastic, great do their research beforehand. And event that the Intersport Run Reigate fun, we really enjoy it. , of course, when we first started Half Marathon won Gold for the UK’s “We have been involved with there wasn't this plethora of fun Best Half Marathon (less than 5,000 the Reigate Half-Marathon since the runs and themed runs. The London beginning. It has gained popularity marathon was still in its infancy, over the years. The introduction of so the idea of people actually going the 10k and then the introduction out there and running a marathon, of the children's race as well has half-marathon or 10k was still very seen it become a massive family and much unusual. Now it has, probably, community event now. become the biggest growth area in “The children's race, sponsored sport, particularly with Parkrun, by Canon, is a fantastic idea to get and Intersport being one of the key the children, through their schools, sponsors of it.” to complete a half-marathon during However, the rise in popularity the summer, logging when they do a of the running sector has seen more “But the product at that price “Social media is making more half mile here or a mile there and then companies wanting to get a piece of got them into it in the first place and and more impact. We are active on complete the last 1.1 mile in the park, the pie. for everyone that has got an injury Facebook and Twitter every day and on the day, and getting their medals. Pointer added: “More and more through it there are many that are it's growing for us. You have to keep “The partnership with Brooks people are trying to move into it now, happy. So, they then go out to seek working at it and we just passed our Running has been absolutely key for especially with the athleisure side. better products.” 1,000th twitter follower so that's quite us with Run Reigate they have been Consumers should be wary of buying And social media is playing a nice – we are starting to build up some Race Director Dave Kelly, Victor V. absolutely fantastic supporters of the the wrong product. We still get quite huge role in getting product and kind of following now and you just Duran (centre) the CEO of IIC INTER- event, especially this year. Of course a few referrals from physios, GPs, brands noticed by dedicated runners. have to engage as much as possible. SPORT International Corporation and Tom Foley (right) General Manager winning the Half-Marathon national of people who have been out and Pointer said: “There is a huge In the old days it was Yellow Pages of Intersport UK, with The Running award has been a real boost, after assumed that a so-called sports shoe amount of customer ambassadors out and through your front door now it Awards trophy outside Reigate Priory three years we have something more from a retailer is suitable for what there now, and influencers, so that is very much a multitude of ways of in Priory Park, where the race starts to shout about.” they need and unfortunately they when you get something that works it communicating and engaging with and finishes and the Intersport Run Reigate Half Marathon & 10K race However, the running market find out the hard way that that's not spreads far quicker now with your customers and you have to village is located. has changed since Simply Sports first the case. social media. do it all.”
@SportsInsightUK ImportServices_Sports Ad_265x360_HiRes.pdf 1 07/09/2016 19:30
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WAKE UP TO THE FUTURE OF LOGISTICS ~ CONTACT A MEMBER OF OUR TEAM TODAY Call 01489 799 500 or email [email protected] IMPORTSERVICES.CO.UK 10 NEWS New high impact neon yellow version of XPRESSO Competitive Swim Suit by MP
The acclaimed XPRESSO attention to finding a way to competitive swim suit by MP increase the level of flexibility and is now available in bright neon range of motion to help improve yellow for 2017. performance. The MP brand is a In creating the XPRESSO, collaboration between Michael Aqua Sphere’s designers have Phelps, the most decorated utilized proprietary technologies swimmer of all-time, swim coach to develop a ground-breaking dual Bob Bowman and innovative fabric technology Exo-Core - an swimming brand Aqua Sphere. innovative design combination of The XPRESSO is a stability and flexibility fabrics. technically advanced racing suit The XPRESSO not only that distinguishes itself from provides compression, it also other technologies available in offers increased flexibility and Human Race annouce the marketplace with particular range of motion, allowing athletes to maintain relaxed muscles before and during competition to partnership with Tannus Tyres maximize peak performance. It is worn by Michael Phelps Tannus Tyres will be the official brand in the UK sportive market and Tannus products, with the Tannus and an increasing amount of tyres at all Human Race cycling offer an excellent opportunity to team on hand to demonstrate how UK competitive swimmers. and triathlon events in 2017, help us get the message about the airless, puncture-free tyres can Previously only available in blue, after a recent deal was signed Tannus out there.” be fitted. the new neon yellow shade is sure between the two companies. As a result of the deal, Tannus Nick Rusling, Human Race to be another winner at pool side. Tannus make airless, puncture- will be present at some of the UK’s CEO, concluded: “We are constantly The MP line, developed with free tyres, which last more than most prestigious mass-participation working to develop new experiences the technical input and product 6,000 miles. As part of the sporting events this summer, for the tens of thousands of cyclists testing of Phelps and Bowman agreement, the partnership comes including Dragon Ride L’Étape and triathletes that we welcome to and designed and manufactured as Tannus prepare to release a new Wales by Le Tour de France, the our events each year. As such, fellow by Aqua Sphere, includes 700x25c tyre targeted at the sportive Nuffield Health Royal Windsor innovators Tannus Tyres are a performance pool goggles, long and triathlon market. Triathlon, the Chiltern 100 Cycling perfect match for Human Race. I’m lasting performance training Tannus European director, Jazz Festival and TP ICAP L’Étape sure our participants will relish no- swimwear, caps and training Walia said: “We are very pleased to London by Le Tour de France. longer having to worry about equipment. have agreed this deal to work with Participants at these events will punctures or being weighed down by Human Race. They are the leading have the opportunity to try out inner-tubes, tyre levers and pumps.”
@SportsInsightUK NEWS 11 Life Fitness equipment Lake joins Octane Fitness Nautilus, a leader in innovative fitness equipment, has to pair with Apple Watch announced that Octane Fitness has added industry veteran Life Fitness cardio equipment with easy data tracking. This can view high-definition television Robert Lake as director of key will now pair wirelessly and new capability is just another or stream their favourite content accounts for commercial direct seamlessly with Apple Watch example of how we’re innovating to in HD from on-console apps. In the sales in Europe, the Middle so exercisers can track the deliver exceptional experiences to future, other brands within the Life East and Africa (EMEA). In this most accurate measurements exercisers.” Fitness portfolio will benefit from role, Lake will manage multiple possible. Connectivity with Apple Watch connectivity with Apple Watch distributors in the region and When beginning a workout, will be available later in 2017 on including Cybex, SCIFIT and Indoor grow Octane’s key account and simply tapping Apple Watch to Discover SE3 HD Tablet consoles, Cycling Group. direct business. the fitness console establishes Life Fitness’ premium cardio Irick said: “Life Fitness is Mark Lowder, vice president of a connection. There is no need console. Introduced earlier this committed to supporting customer international sales at Octane, said: to download additional apps, year, Discover SE3 HD features a outcomes by offering connected club “With his wealth of international press extra buttons, or navigate 21” treadmill screen and 16” bike, solutions that personalise exerciser experience, Robert will be a complicated menus. Once cross-trainer and PowerMill screen experiences and provide intelligence tremendous asset to Octane Fitness, where he will further deepen our connected, Apple Watch and with 1080p resolution. Exercisers for informed business decisions.” penetration and expand our presence with key accounts in the EMEA.” the fitness machine exchange For the past five years, Lake was the regional director of global data including heart development in EMEA for Matrix Fitness, a brand of Johnson Health rate, calories burned, Tech Co, Ltd, where he managed key accounts including Virgin Active SA, distance, speed and Fitness 24/7, Jatomi, Fitness One and Viva Gym, among others. He grew incline. business in developing markets, such as South Africa, Eastern Europe and Jaime Irick, Russia. president of Life Previously, Lake spent seven years at Life Fitness as the manager of Fitness, said: “We’re the distribution business in EMEA, leading all distributors and doubling excited to help bring the revenue in this category. He also worked with several key accounts, this groundbreaking including Fitness First Middle East, Pure Jatomi, World Class Russia, innovation to the fitness Marriott, Hyatt, and many other vertical and commercial club chains. industry. Lake said: “There is a massive growth opportunity in the EMEA for “There are over Octane’s innovative products and unique programming that change the 700 million workouts way people exercise and distinguish health clubs around the world.” per year on our cardio Based in The Hague, Netherlands, Lake reports to Lowder and machines across the is an avid participant in CrossFit, HIIT, road cycling and stand-up globe, and we know paddle boarding. He studied marketing and business administration at that exercisers want Weymouth College in England. personalised workouts
www.sports-insight.co.uk 12 NEWS Blacks open their biggest store Outdoor retailer Blacks has Jack Wolfskin, Peter Storm, opened its biggest ever store Columbia, Merrell, Brasher, adidas and chosen Sheffield, ‘The and EuroHike. Outdoor City’, as host city. The latest in digital technology Following the successful will give customers instant access ZRYOFISHER launch of its London Tottenham to detailed product information, COLLECTS Court Road store, just before including display footwear Christmas, Sheffield’s new 16,000 containing intelligent chips that, INTERNATIONAL sq ft outlet is the latest of the retail when placed on a reader pad, will DISTRIBUTOR OF group’s new concept stores. begin an auto play introduction to The new Blacks’ store, at the brand and individual product THE YEAR Sheffield’s The Moor, brings store information. AWARD FROM numbers to 58 (alongside sister Founded in 1863, Blacks has group Millets with 98) and created more than 150 years of experience; VISTA OUTDOOR 15 jobs. living and breathing the outdoors. Blacks adds strong customer Its new concept stores continue ZyroFisher have won service and detailed knowledge to to be rolled out across the UK as Vista’s 2017 International its shopping experience and works part of the investment plans for Distributor of the Year with high quality, well established Blacks Outdoor Division, which also award at the International clothing and equipment brands includes Millets, Ultimate Outdoors Sales Meeting held recently such as The North Face, Berghaus, and Go Outdoors. in Salzburg, Austria. In a year when a range of innovative products were launched to offering into running, endurance like-minded people, who are as market, including the and outdoor markets in the UK and driven for success as I am. I found Giro Switchblade, Bell Europe. that at Fusion, and the opportunity Zephyr, and Blackburn Baddeley joins Founded in 2008, the agency are to work on exciting projects for a Outpost luggage, the award specialists in cycling and running diverse range of clients is hugely recognises ZyroFisher’s markets. Their portfolio of clients appealing. I want to bring the same overall performance as the includes brands like Strava, where mindset to work as I did to my leading distributor of Bell, they work as the social network’s athletic career - always pushing Fusion Media Giro and Blackburn around European PR agency, Red Bull, to be better and to deliver under the globe. Two-time Olympic 1,500m Shimano, Telegraph Events, Ribble, pressure. My unique knowledge As Vista’s highest runner Andy Baddeley has Royal Dutch Gazelle, Madison of running and the sporting accolade, the International joined PR and Digital Agency, and CSM Active, organisers of the world complements the existing Fusion Media, as Head of recent London 10 Mile event. team, putting us in a great place Distributor of the Year Endurance Sport to lead As well as his prolific running at the centre of the endurance award is presented to the their growth in running and background, Baddeley has a strong landscape.” distributor that excels in endurance sport. skillset in sports marketing. In Adam Tranter, founder and three key areas: overall Baddeley has represented his addition to a career in professional director, said: “We’re delighted sales performance, quality country at two Olympic Games, sport, he also has a double first to welcome Andy to the growing of sales strategy and two Commonwealth Games, and a Master of Engineering from Fusion Media team. His experience marketing activations for multiple World and European Cambridge University. in the world of professional sport, each Vista brand. Championships and is currently the Baddeley said: “I’m really as well as his deep understanding Cyril Pliquet, sales parkrun World Record Holder. excited to be joining the team at of the mainstream appeal of director EMEA, Vista said: Fusion Media has doubled in Fusion Media. After retiring from running and other endurance “Every year we conduct size in the last 12 months and from competitive athletics, I wanted to sports is invaluable to us as we an intensive, objective its roots in cycling is expanding its be part of a team of passionate and continue to grow in these areas.” assessment of all our ALLSTAR Picture Library / Alamy Stock Photo Distribution Partners and we have selected ZyroFisher available on the current market, as the winners of our most with each serving providing four prestigious award, the grams of caffeine, BioPerine to International Distributor Vegan approval for HTC Health improve absorption, Arginine and of the Year. This is our Beta Alanine to improve focus recognition of the amazing and pump plus L-Glutamine and job they have done this sports nutrition products Beetroot extract. season for Giro, Bell and Carbohydrate-electrolyte Blackburn in the UK and HTC Health, an award winning the Vegan trademark, customers Approved trademark is the most solutions contribute to the Ireland.” supplier of bulk health can be assured that these products long-standing and well-established maintenance of endurance Ian Calvesbert, commercial supplements, have registered are free from: Animal-derived trademark of its type. In the UK, performance, which is why HTC director, ZyroFisher four of their sports nutrition ingredients; Cross-contamination it is the most widely recognised has developed an industry leading products; Pre Workout during production; GMOs; Animal vegetarian symbol and millions carbohydrate and electrolyte blend said: “The International powder, Carb/Electrolyte testing either directly or via of people have come to rely on - suitable for Pre, Intra, and Post Distributor of the Year Blend powder, iBCAA powder commissioned processes. the Vegetarian Society Approved workout Glycogen replenishment. award is clear recognition and Supergreens powder with Berenice Drury, managing trademark’s unique positioning. The key ingredients of this product of ZyroFisher’s industry the Vegetarian Society Vegan director of HTC Health, said: Catering for the rising trend of include: Cyclic Dextrin, Electrolyte leading support to our Approved trademark. “Opting for a vegan diet is no the vegan diet, the vegan approved and Coconut Water Powder. brands Bell, Giro and Each product contains a longer a niche trend; the plant- products will enable HTC Health HTC’s vegan approved Blackburn. We are delighted formula which is advanced, unique based lifestyle is now going to offer their consumers a trusted iBCAA Powder is a formulation to have the support of and uses some of the most talked mainstream. That’s why, through vegan standard for their new sports of Instantised Branch Chain Vista as we continue to about ingredients in the sports our Vegetarian Society Vegan nutrition products. In addition, the Aminos 2:1:1 and is designed to cement our position as the industry including Caffeine, Alfalfa approved products; we want to vegan certification underscores help with muscle growth and first choice for brands and and Spirulina. make it easier for our consumers the company’s commitment to recovery. The Supergreens powder customers in the UK and These products have been to identify which of our products providing their customers with is the fourth product to receive Ireland.” available to customers for a few meet their dietary needs. Our high-quality products that support the Vegan certification. It is a months but the new registration customers can trust that the their diverse dietary needs and powerful, alkalining, cleansing and offers assurance that stringent Vegan trademarked products meet health goals. detoxifying blend of supregeens, checks have been made to ensure the Vegetarian society’s strict The vegan approved Pre including Kale, Spinach, Spirulina, the products’ vegan credentials. definition of Vegan.” workout that HTC Health have Barley Grass, Wheatgrass, Alfalfa, By labelling these products with The Vegetarian Society formulated is unlike anything Chlorella and Stevia.
www.sports-insight.co.uk RETAIL 13 What next for Cartasport as they enter a new era? Geoff Dale, management team and head of buying at Cartasport, talks about the company's plans for the future
now approaching 40 years of their brands' new successful business supplying products into the over 6,000 stock lines covering marketplace. 40 sports to businesses across Geoff added: the UK and Ireland, many “Product innovation have been loyal since the start with the brands we of the business.” work with is being Cartasport enjoy excellent supported by a stock and relationships with leading service offering that is sports brands such as Mitre, second to none. Gunn & Moore, Unicorn, “We pride ourselves Kookaburra, Optimum, Zoggs, on our reputation as well Spalding and many more. as maintaining the Cartasport are a leading The new management team standards that the sports wholesaler based in have a combined experience of company have Keighley, West Yorkshire, over 70 years in the sports always set out to which was founded in 1978 by industry. Geoff joined the achieve. Howard Carter. business in early 2017 to head the “We have Howard came from a family buying department, and brings launched over steeped in sports tradition in the with him a wealth of experience 100 new retail sector and Cartasport is and an extensive network. products this now a far cry from where the Geoff added: “We all have our year and will business started as a ‘one man and own individual skills and if you continue with his van’ operation. combine that with our state-of- more upcoming Howard, well recognised and the- art IT infrastructure and in and exciting new highly regarded within the sports house web design, we are taking brands and ranges industry, has now retired along the business to the next level. continuously with his wife Jane, but they “The company is now entering throughout the year. remain directors of the company. a new era. We have recently “Cartasport is the A new management team, launched our new catalogue and vision for the future consisting of Joyce Camm, Simon have an improved, user-friendly, and we look forward to McGoldrick and Geoff Dale, are online ordering system.” taking the company now driving the company forward. Looking to the future into the next chapter. Geoff said: “The company is Cartasport want to help power Watch this space.”
www.sports-insight.co.uk NEWS 14 Gosha Rubchinskiy teams up with adidas again adidas Football has combined include oversized training apparel, with high-end fashion once woven tracksuits, French Terry tops again for the launch of its latest and pants, and cotton sleeveless tops collaboration: adidas Football x – with certain garments featuring the Gosha Rubchinskiy Season II. word ‘football’ woven in Cyrillic. The Known for his unique view range also comprises of a selection of on the world of fashion, Gosha footwear and accessories, including Rubchinskiy has re-joined forces gym bags and water bottles. with adidas Football to create a The collection was be presented bespoke range of garments inspired to the public at an exclusive event by the Russian youth culture of the in the epicentre of Russian football, 80s and 90s. St. Petersburg – a carefully selected Following the success of the location synonymous with the youth adidas x Gosha Season I collection, culture of Russia today. Due to the Season II extends the collaboration city’s long-held love of music and arts between one of Russia’s most – and the scene of Russia’s first ever progressive designers and one of the rave, held in 1989 – adidas Football most innovative brands in football; and Gosha found St. Petersburg to be fusing together the designer’s eye the perfect location to celebrate the collaboration in its truest and purest for high-end fashion with adidas’ latest collaboration. form. We began with a single picture innovation and performance Gosha said: “The next two years of a jersey from the early 90’s, and technology. signal some of the biggest years in this became a starting point from Working closely with the adidas sport for my home country, Russia, which Gosha took inspiration for his design team and taking inspiration as we prepare for our first ever FIFA collection. From there we created from the 90s rave scene in Russia, World Cup in 2018. By teaming up something that we believe is truly the new range sees Gosha develop his with adidas Football it’s enabled inspirational. Gosha’s views on own shapes. The result: a collection me to celebrate the youth of Russia football, on youth culture and fashion consisting of matchwear apparel, in the eyes of the world by creating are extremely unique and this allows training apparel, footwear and garments which combine my vision him to put his own stamp on the accessories – all inspired by vintage of fashion with the best sportswear classic 90’s style. We’re delighted Russian football, patterns and styles. brand on the market.” with how the SS18 range has come Designed in Gosha’s signature Oliver Bechtel, Global Brands together and are excited to continue style, the latest collection celebrates Director, adidas Football said: “The our collaborative journey with the taste of a generation. Hero pieces creation of the Season II has been Gosha.”
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n the third part of our series on salesy, however, recent research Content Marketing for your could indicate a shift: “A well brand, Fiona Bugler, from the Getting to grips with respected piece of research (from I https://sproutsocial.com) found Running Ed Ltd a content agency for those in the business of endurance, that 65 per cent of the top posts looks at Instagram. on Instagram from brands include Instagram was launched in products,” says Andy Barr. However, he adds: “Instagram 2010 by Kevin Systrom and Mike is a bit clunky when it comes to Kriegar. The free app rapidly retail. For now, it's a far better tool gained popularity, with one million for research and insights." This is registered users in two months and INSTAGRAM because there's no easy way to link ten million in a year. Know your hashtags and get your business to your shop unless you go down Instagram was acquired the paid, advertising route. Online by Facebook in April 2012 for out in the digital world retailers may want to consider approximately US$1 billion. Since creating or using an existing app to then it's continually upgraded, adding words. When images are used on Instagram is proven to be a winner in place so that if someone ripped take people on a smooth journey to location tags, advanced sharing Facebook, for example, they're for many leading brands. The a shirt and couldn't afford to buy any shop (for example UA's health options, direct messaging, and many likely to get twice the engagement. Instagram business blog shares its another one, then talked about it app links to products). of the features of Snapchat (24 hour Video and images continue to make success stories (and note, the blog on social platforms, UA found out stories, and funny filters) – and could an impression: “Fifty-one per cent is a very useful resource for anyone and gifted them one. Other brands Instagram and soon be the leading platform on social of brands surveyed said they got a wanting to learn the dark art of leading the way on Instagram and influencers media. better return on their investment Instagram marketing). successfully engaging in 'Random If you want to get ahead with By April 2017 there were, using video,” says Andy Barr MD Under Armour (UA), are Acts of Kindness' – a clever strategy Instagram it's important to get according to statistics website, of 10 Yetis a digital PR & creative also masters of Instagram. Their – include the super-prolific, online and connect with the statista.com, 700 million monthly #RuleYourself campaign included Gym Shark,” explains Andy agency, whose clients include influencers, both big and small. users – and that includes many of motivational workouts to follow and Barr. Superdry and Water Aid. Some are suggesting that the world's leading brands with an slick videos showing well known Instagram is designed for mobile brands are using influencers like estimated 59 per cent of the world's athletes, such as Michael Phelps, Instagrammers as advertising, and micro influencers, – and mobile use continues to grow. brands now on Instagram. And sports taking the tough route, showing shoppers hold big sway on Instagram and can Digital use is currently 5.6 hours per brands are amongst the big players: that to get results you had to work Brands like UA, and Nike, recognise reach your targeted market and fans day for the average adult, with an Nike (72 million followers); FC hard and put the hours in, not 'just that instagrammers are also quickly and with an authentic voice. Barcelona (50.1 million followers); increase in time on mobile devices do it'. Users were rewarded with shoppers. A study from 2015 by “A survey of 300 key influencers and Real Madrid FC (49.3 million to 3.1 hours, and the spend on mobile giveaways and the campaign ran Iconosquare found that 62 per cent found that 87 per cent of them said followers). An additional 200 million advertising has also increased with across Instagram and Facebook. of users follow a brand just because that Instagram will be their number people engage with vertical videos $43 billion of the $73 billion spent on This was all part of UA's strategy they like it. Conventional content one focus in 2018,” reveals Andy every day via Instagram Stories (with internet ads in the US coming from to position themselves as the marketing wisdom would suggest Barr. their 24-hour shelf-life). mobile. brand for the underdog with the that lifestyle pictures work better “Instagram is the choice because Anyone who works with, or #RuleYourself being described by than products, particularly in the You Tube is harder to penetrate. It's users of, social media will know Window shopping Business Insider as the antidote to Instagram culture, and anyone on quicker and more affordable to shoot that a picture really is worth 1,000 When it comes to sport and retail, Nike. “Social listening tools were Instagram should avoid being too and edit on Instagram."
@SportsInsightUK ANALYSIS 17
Triathlon industry is on the rise TIA Chair Mel Berry looks to the future of triathlon Between Alistair Brownlee’s gold medal-winning exploits in Hyde Park and on Copacabana Beach, the UK triathlon industry grew by 57 per cent to arrive at an industry worth £445 million in 2016, according to the fifth annual research study of Britain’s multisport community by the Triathlon Industry Association (TIA). The study, which comprised an in-depth quantitative survey of 5,529 triathletes and multiple trade interviews, found that the UK’s growing population of 150,000 triathletes, up seven per cent on 2015, are now spending an average of £2,970 per year on the sport. Since London 2012, the areas driving growth included wetsuits (up 137 per cent), sports nutrition (up 82 per cent) and event entries, travel videos that loop back and forward) and accommodation (up 67 per cent). and Hyperlapse (to speed up or Wetsuit sales, benefitting from the growth in the popularity of open TIPS FOR GETTING STARTED slow down and stabilise your films). water swimming alongside triathlon, increased 13 per cent last year, with To resize and reshape pictures try 72 per cent of those surveyed having bought a new wetsuit within the past Your profile is your apps such as InstaSize. For photo three years. elevator pitch: editing try: VSCO (http://vsco.co/); The growing adoption of sports nutrition, up 15 per cent year on year, Make sure you include a link in Afterlight (http://afterlight.us/); as a training and race aid was evidenced by 75 per cent of respondents your bio – you only get one chance (Canva (http://canva.com/); and now using nutrition products at least once per week. on Instagram. Your bio should be Google's Snapseed app. To create The economic uncertainty introduced by June’s Brexit vote was succinct and include your USP, clever memes use photoshop or a unable to stop the industry growing by 4.4 per cent overall in 2016. Whilst any campaign hashtags and as free meme generator app, such as, the ‘big ticket’ purchasing of bikes did suffer, down by seven per cent, mentioned above your URL. Try to imgflip.com/memegenerator. triathletes seemed to console themselves by travelling overseas to race, keep your Instagram name easy to with 24 per cent racing outside the UK last year. recognise so it can be associated with Quality counts: Despite triathlon no longer being the new kid on the block, its your brand. as simple as your company name, Slick high quality images work best. grassroots still look in good shape with 37 per cent of those questioned for example, #sportshop and sport “Arsenal football club and brands having started their first race in the last three years. Running is still You're selling… but you #running. Bigger brands like Nike, like UA, are well known for being the primary source for new starters, with 56 per cent of new triathletes are not a salesperson: use hashtags to distinguish their very effective on Instagram. They having previously been runners. One of the cornerstones of Instagram departments and product range, don't use filters – instead they opt New starters are also the primary drivers of the sport’s fundraising use and content marketing in for example #NikeRunning and for professional photography,” says efforts. They are almost twice as likely than the average eight per cent general is to avoid being too salesy. #NikeWomen. Then there are Andy Barr. “Investing in professional of triathletes, who raise money for charity when they race. But when You want to be immersed in the 'campaign' hashtags, for example video and photography is a lot less triathletes fundraise they raise hard, with an average haul of £700 per community you want to connect #ThisGirlCan which you can use expensive than it used to be." Even if person for good causes. with, not separate from them – and across all your platforms. Follow and you cannot do every image like this, Reinforcing last year’s social media results, Strava (52 per cent) lifestyle posts have worked very well use trending hashtags linked to an even for smaller brands, it's worth remains the second favourite social media channel of triathletes, behind for brands such as Nike. However, event, for example, #worldcup (you investing in some quality shots, Facebook (82 per cent), but last year Strava extended its lead on third keep an eye on what happens next can search for these on sites, such as or taking time over core images, placed Twitter (39 per cent). – as stated above this could change https://top-hashtags.com). Next, do perhaps to a launch a campaign. Mel Berry, TIA Chair, said: “For a niche, yet constantly evolving, as more users become comfortable use location hashtags, for example sport like ours, this annual study is hugely important; it provides us with a with following and engaging with #Westfield. And finally, don’t forget Measure it: detailed understanding of our community, and the trends affecting them, their favourite brands and perusing that like all social media marketing, A recent innovation from Google, is which gives us the vital confidence to make informed decisions, both professionally shot images of you should monitor your hashtags Google Attribution – the latest way individually and collectively. I would like to extend a big thank you to all products. and use the metrics you get back to to get insights from real metrics and of the 5,529 survey respondents and to the trade representatives who help you shape future campaigns. analytics. The tool allows you to helped fine-tune the report.” Hashtags: There are numerous tools available, track back, even if it's months before, The Triathlon Industry Association (TIA) comprises event Boost your SEO by using keywords including hashtracker.com, and to see exactly what post and what organisers, equipment manufacturers, tour operators, retailers, which are easy to research using hashtags.org for general analytics. platform your user reached you from. distributors and media. free online tools such as Google Ad “If a user clicks on your Instagram The full 126-page report was produced by independent firm Words. Create a brand's hashtag Free tools and apps: bio link and then later goes on to Multisport Research. It is available free to all full members of TIA. collection – then be consistent and Instagram's creative apps include, purchase from you – the journey is Membership costs £450 + VAT per year. All membership enquiries use them regularly. This could be Layout (for collages), Boomerang (for traceable,” explains Andy Barr. should be directed to Paul Shanley ([email protected]).
www.sports-insight.co.uk 18 RETAIL CHALK UP NEW CUSTOMERS TO YOUR…
kerb appeal
Paul Clapham looks at things from A boards to pavement art to get customers through your door
etail premises are expensive. pedestrian, the shopper. That’s message there. This could be very you ideas anyway, but ask them all of the store’s personality in the Good quality retail premises a lose, lose situation and some simple – follow the chalk marks anyway. Since the typical rep covers window. For instance congratulate R can be very expensive councils have reacted with a blanket for the best deal in sports goods. Or a big area these days, ask them local clubs, teams and individuals indeed. Therefore, it is vital to A-board ban, so that’s lose, lose, lose. it could be a lot funkier. If you or what has been done elsewhere. who have achieved something squeeze every penny of value out Hopefully you don’t have a staff member has artistic skills, Obviously you want to know about notable. Don’t overdo this, but of your siting and in a lot of cases that problem. In which case get the pavement outside your store the successes but ideas with so- so recognition of achievement by I don’t think that retailers achieve A-board savvy. The message(s) on could become something of a local results are worth hearing too. With a local business is something that. an A-board should be new, fresh landmark. a bit of imagination, a subtle tweak sportsmen and women do value. There’s that wonderful phrase and different, every day. Regular Of such things are top quality here or there, someone else’s so-so So then the prospective ‘location, location, location’ that passers-by will come to realise that, PR made – not just local but could become a big winner for you. customer opens the door and comes supposedly defines the key to retail hey, there’s always an interesting national, even international. If you (Failures are worth hearing about as in. You are pleased to see him or success. If it were true, every high new story here. have the skills in house, get the well, so you don’t copy them). her. Ideally your store layout allows street would be booming and all Aim to make it fun. People like chalks. Before you do, however, Ask yourself what you want you to give them a cheery welcome, the streets off them would have shopping. It’s a popular leisure check with the council. There are to achieve from a window display. but more likely it doesn’t. You can, tumbleweed blowing down them. pursuit, so aim for fun. If the outside some awfully mealy-mouthed Dead obvious, get the customer however, at least do this with a And they aren’t. of the store is fun, that promises jobsworths out there who delight through the door. Sure, but that’s hanging sign. So you should have a plan to well for the inside and nobody in saying ‘you can’t do that’ without not all. Some people with an I’d suggest a store map – nice make your retail premises work wants to visit a dull store. Never any justification. Equally, have your interest in the promoted product and simple, based on which sports hard. That starts well before the forget that sport is supposed to be commercial neighbours agreement. will genuinely not have the time to are where. I would also look at potential customer opens the door: fun, too. They ought to be keen because it come in. Some will have no interest providing this as an A5 physical it starts on the pavement. There are Pick up on the sports news for should bring trade to the street. in buying personally, but know leaflet. I do not believe that the a number of things you can do to this, eg, to take a recent case, anyone Then there are your store someone who does. principle applied in grocery retailing turn the customer on the pavement wearing a Chelsea shirt gets a ten windows. I am constantly amazed Aim to keep the window of having customers wandering the into the customer in the store and per cent discount at 26 minutes by how little effort many, many constantly changing – new brands, aisles and making extra purchases then at the till. past the hour. If you and your staff retailers put into window displays. new products, the seasonal sporting applies in sports retailing. Sports Let’s start with A-boards. can’t come up with ideas like this This is free or next to free publicity changes, there’s plenty of scope. people want to go straight to the In some towns this can be a regularly – perhaps daily – are you that you can change as often as you Again get the input of your suppliers right aisle. They may bimble about contentious issue. Everyone is using trying hard enough? like. who should be forming a queue for a bit afterwards and pick up the them without consideration of other Be a pavement artist. Buy some Get your suppliers onside on such an opportunity. additional purchase, but help them retailers or, more importantly, the chalks and write your customer this. The good reps will be giving I would also aim to show some make that primary purchase first.
@SportsInsightUK 19
sports: www.sports-insight.co.uk Sports Insighthub@SportsInsightUK The place to source all your products and services
KT Tape Pro 2018 Active inov-8 using The ultimate KT TAPE PRO is performance engineered to work in the harshest Swimwear aWorkbook sports accessory Aqua Sphere has a swimsuit for every Michael Price, inov-8 product and environments. It's the world's only 100 Blue Frog Sport Towel Pro features active swimmer, each boasting various marketing director, said: “As a specialist per cent synthetic kinesiology tape, two different super-soft microfibre technical innovations to ensure long lasting in trail running and with a history of re-engineered with stronger adhesive, fabrics, one to wipe skin and one to performance and comfort. The clever eco- innovation, we want to be at the front to outlast anything you can throw at clean equipment. Two hidden zipped friendly Repreve line, made from recycled of digital selling. The aWorkbook App it. It will stick with you in the harshest pockets keep valuables safe and plastic bottles and highly chlorine resistant, has transformed the way we go to conditions, even in the pool. Stay’s on secure, and the elasticated loop hangs is extended for 2018 due to demand. market. It allows us to tailor our sales in water. on the equipment as well as securing Swimming. Winning. presentations, helping us to be an easy the rolled up towel. and reliable partner to do business with.” 0844 811 2001 01254 692200 01460 279744 07942 256089 [email protected] [email protected] [email protected] [email protected] www.2pure.co.uk www.aquasphereswim.com/uk aworkbook.com www.blue-frog.uk.com
Booband Asset Personalising fitness Mitre EFL Delta New generation Protection and leisure wear Replica Ball solar charger The Booband is designed to reduce vertical Providing customisation services with Brother The new FREELOADER SiXER is the and lateral movement of the breasts during Embroidery Machines allows you to generate Get the official replica EFL Delta ball, lightest and most compact solar battery sporting activities. While it has its roots additional income for your business from gyms Mitre's most advanced football from pack on the market. Weighing in at only in the medical support world, the Booband and event organisers. The Brother PR1050X your leading sporting brands wholesale 260g, including its impact and water has been developed for modern activity and PR655 are ideal for adding logos, names supplier. This high performance resistant case, its integrated solar panel, and exercise using scientific research and numbers to tops, shorts, jumpers, bags and training football, developed to perform with a storage capacity of 6000mAH, is to ensure superior performance and fit. more. consistently during intense training enough to fully recharge an iPhone three Prevents ligament damage and pain. sessions, is available in a Size 4 and 5 and times. New compact solar battery pack. suitable for use on astro or grass.
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CEP Ultralight Vibram FiveFingers Sports Performance For everyone, Socks V-Trail Insoles everyday The CEP Ultralight socks guarantee a New for 2017, V-Trail is the ideal shoe Whatever your sport, reduce your risk of The Ronhill Everyday Collection features perfect stay-put fit in close fitting running for trail and mud runners alike. The injury with Enertor advanced technology fuss-free clothing that calmly does the job. shoes, helping prevent against blisters. sole is made of Vibram MEGAGRIP insoles. Enertor insoles provide superior Ideal for a run in the park or building up Special medi-compression technology compound ensuring excellent grip on all shock absorption for better pain relief the mileage towards race day. Lightweight, also offers metatarsal stabilisation for surfaces in wet or dry conditions. The 3D and improved comfort. The unique design breathable and high wicking t-shirts, optimum support. Ideal for runners and Cocoon rock-stopping technology adds features protect your feet with every jackets and legwear for men, women and endurance athletes. Available in five sock extra protection without compromising stride. Worn and endorsed by Usain Bolt. juniors. Always in stock products. lengths and in new ‘electric blue’ colour the FiveFingers “barefoot” experience. Powered by D3O shock absorption. combination. Performance, recovery, CEP. Barefoot experience with comfort and grip.
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European Retail Safety and fun Intense defence with Plantar Fasciitis Distribution in the sun Makura Sport Sleeve Need your product imported into the UK Jakabel is a one-stop-shop for sun protection The Makura Sport Ignis Pro mouthguard, Part of the new Runners Therapy and Europe and in retailer time and cost and safety - in and out of the water. with super-tough Shokbloker outer, absorbs range from McDavid. Provides heel efficiently? Import Services manages retail It is the exclusive UK distributor of the and diffuses frontal and traversal impact. and arch support for pain relief and supply chains from warehousing located swimsafe floatsuit. The range includes Combined with a Gelform liner and raised helps reduce inflammation due to in Southampton, the first port of call for floatsuits, wetsuits, uvp50+ swimwear in slipsafe pads on the underside, the Ignis Pro plantar fasciitis. Features contoured container ships originating from the Far East, designs kids want to wear and swimming provides extreme comfort while preventing support pad targeted to the arch and which decreases your transport time and pool toys and accessories. An extra five per slipping while the jaw is closed. plantar fascia, ergonomic lightweight logistics costs. Time and cost saving logistics. cent discount with code SIN0617. design. Fits left and right. RRP £24.99
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@SportsInsightUK 21 sports insight selects The Reboundz Catch The Reboundz Catch is a handheld rebounding net designed for coaches to improve the reaction skills for goalkeepers. Can be used in warm ups, before matches and during training. The Reboundz Catch (depending how used) can achieve high speeds not achieved with kicking or throwing a ball. phoenixsportinggoods.com
Evo0.1 Player’s Schildkröt Optimum Multi-X Gorilla Training Glove Funsports Peteca Mouth Guard Speed Vision Tight-fitting, left-hand protection with ergo- Peteca is trendy, fun and comes from Protect your teeth and gums from injur- The Gorilla Training Speed Vision is an nomically moulded plastic cage to protect the South America. The Brazilian Shuttle ies with Optimum’s new Multi-X Mouth essential tool for all athletes and their back of the hand and knuckles. Single finger from Schildkröt Funsports comes with Guards, available in a pack of six in multiple coaches to be able to record and analyse plates for further abrasion and impact resist- a soft neoprene cover and a trendy colours and suitable for most sports. At just their performance, speed, style and ance. Available in sizes XS – L. Great looking new design in lime green and orange. RRP £9.99 they are an easy and obvious overall improve their performance. It protection, ergonomic fit. Trendy Peteca by Schildkröt Fun- choice to add to your retail range. Both can be managed wirelessly via a wrist sports. Junior and Senior sizes are available and band (included) and has a built-in cam- include carry case. era. Uploaded onto a tablet via an App.
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Sport retail Junior Finger Precision Goal Range Did you know all of Precision goals are from tech solutions Protection Mission Pant a new supplier with a higher quality? From As an Intersport supplier, Retail IT The Reusch SG Finger Support Junior Mountain Equipment's Mission Pant are match standard goals to Futsal, Precision understands the challenges sports retailers has been one of the best-selling kids' cutting edge, hybrid construction, soft shell provide the highest quality, cost effective face. Their software includes customer gloves on the market for several years. pants for intimidating mountain missions. goals on the market. loyalty tools, fashion matrix management, Each finger, including the thumb have Combining exolite soft shell fabric and Gore item classification, season management and semi-flexible polyamide sticks, which are Windstopper; Mission Pants are suited to effective price and discount management - totally flexible one way to grip the ball cold weather mountaineering in the most providing powerful insights into future buying but prevent over flexion and so helps to technical terrain. Mountain fit is combined decisions. The software is easy to use for prevent injury. with features such as integrated venting sports-store staff. Retail technology solutions. Finger Support protects young hands. pockets and reinforced kick strips.
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sports: www.sports-insight.co.uk Sports Insighthub@SportsInsightUK The place to source all your products and services
adidas Home Rig Protection with Freedom ISO Zoggs holiday The adidas Home Rig is the centrepiece Saucony's most innovative experience of your home gym; a highly-flexible personality to date takes flight in the Freedom ISO. swimwear Typically, sports mouthguards are Whether it is a dip in the sea or a splash apparatus ideal for performing dozens With full length EVERUN midsole, a nuisance to athletes. However, in the pool, Zoggs offers the perfect of upper and lower body exercises. This the Freedom ISO delivers more energy because SAFEJAWZ mouthguards are swimsuit for any holiday. With eye- functional training rig enables you to with every stride, while the barely-there so innovative both aesthetically and catching prints and fantastic hidden make the most of your home gym with a upper holds the foot and disappears practically, they have created a product support, their swimwear is created with range of versatile training activities. mid-run. Unleash the potential of every that athletes of all levels want to wear as real women in mind. Their 2017 range run in the brand new Freedom ISO. Full- opposed to have to because the rule book is available to ship now in a variety of length EVERUN midsole. says so. colours, patterns and silhouettes.
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Arena Flex Bridgedale Spectrum Vision Accessible Paddles Merino Glove Ultra water aerobics Add intense resistance to your swim The Bridgedale Merino unisex gloves, with Target’s new Spectrum Vision Ultra With a range of eye-catching equipment session with Arena Flex Paddles. Merino wool, give a super soft feel. Ideal for flights feature their innovative ULTRA matched by expertise in top level athletics, Engineered for the ultimate upper- use on the hills or casual everyday wear. Grip; a raised UV Chevron grip zone that Waterflex makes water aerobics accessible body workout, their newest resistance Fibre Content: 50 per cent Merino Wool/ enables your shaft to form a firmer grip to all. A winning combination of comfort, tool has an innovative flexible mesh Laine Merino, 50 per cent Acrylic. on the flight. The UV coating is further design and performance. Waterflex bases surface for a better feel of the water and extended over the flight to create stunning its strategy on a ground-breaking holistic improved control. They are designed visual effects. Available in six colours and concept, including training programmes for less strain on your shoulders and fit in standard No2 and No6, Kite and Vapor. with individualised assistance. Waterflex is snugly so they won’t slip. reinventing new ways to do watersports.
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@SportsInsightUK 23 sports insight selects Fitbit Altra The power of heart rate in their slimmest design yet. The Altra is packed with powerful and essential features such as tracking steps, calories and distance, auto sleep tracking and sleep stages, a battery life of up to seven days, clock and tap display. And on top of that it boasts PurePulse Heart Rate, SmartTrack, auto exercise recognition; call, text and calendar alerts, interchangeable bands and reminders to move. www.fitbit.com
Anti-Microbial The iconic Winmau Tune Belt sport Case packaway Blackout Darts armbands Heavy duty, ventilated, case with Mac in a Sac is a versatile collection of Classic parallel darts made with Tune Belt have unisex armbands for the carabiner attachment. Provides a light, bright, performance packaways. perfect balance and total grip the iPhone 6, 6S Plus, 7 and Samsung Galaxy secure, clean storage for a single Distributed globally, Mac in a Sac has a length of the barrel. Available in 22g, S8 with or without a slim case for multi- mouthguard and reduces exposure to reputation for quality and affordability. 24g & 26g. £26.99 RRP. Outstanding sport workouts. They offer exceptional bacteria. Fits all styles of Shock Doctor Pack it for sport, travel and everyday parallel darts. comfort, holds your phone firmly and are mouthguard. Provides a great up sell adventures. Offered to retail with sweat resistant. opportunity in conjunction with any attractive mark-ups and POS display Shock Doctor mouthguards sale. RRP stand. Become a stockist today. Light, £9.99. Secure, carabiner attachment. bright, performance packaways.
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Comfyballs Challenger 450 Mission Enduracool The Challenger 450 comes in two colours Performance Black PureLime and is Sprayway's thickest bag in the range. Multicool This is the ultimate underwear for men Twelve plus ways to cool with Enduracool PureLime is the dedicated women’s athlei- Perfect for camping trips away in slightly and the flagship-model for Comfyballs. Multicool. Proprietary technology cools sure, active and tennis brand. They use pure colder climates this bag benefits from all 84 per cent Coolmax All Season /16 per to 15 degrees Celsius below average body crisp Danish design in modern technical the fantastic features that Sprayway give cent Lycra: consists of a mixture between temperature. Chemical-free cooling made fabrics to create garments that are feminine, to you as standard. Double layer with offset hollow and flat synthetic fibres, which from premium lightweight knot which fashionable and functional with a superb fit. stitching. provides both insulation and breathing. Their clothes always reflect a woman’s prior- dries soft and is machine washable. Helps Coolmax dries quickly as moisture is ities to look good but still perform. defend against dust, debris and wind. Ideal transported away from the skin. PureLime, Danish athleisure and activewear. for various types of sports and is available in a range of colours.
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www.sports-insight.co.uk Contact Vibram’s new 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 25
PLAYING THE LONG GAME TO WOO AND WIN BRAND LOVE Jonathan Quint, Saucony marketing manager EMEA, explains the need to create a brand persona to interact with consumers
can check last month’s column for persona and a deeper understanding flouro-yellow sale signs on them, Digital content should freely the latest on influencers, but the of whether a consumer’s beliefs are that visitor is not going to expect to demonstrate the knowledge underlying result of such data is matched and whether that brand be walking out with a premium pair available within your business, that the way retailers and brands could be “the one”. Couple this with of running shoes having just enjoyed effectively a taster of what can be communicate with consumers rich content, stories, imagery, video an expert fitting service from a experienced in-person, without has changed and will continue to and messaging that the potential highly-trained member of staff. any hard-sell. It should show develop. consumer finds useful or interesting This store might have every why your business is relevant to Despite regular headlines in and you’ll be on your way to a long- intention of offering that service and the (potential) consumer, giving marketing papers since the dawn term relationship that can flourish. product, but they are not creating them reason to visit or to find out of time, the death of advertising If your brand or store were a the appropriate environment more about the experience (and has been exaggerated. It’s not person, what characteristics would for that style of transaction. The it is all about the experience) that dead, it just continually adapts, you want them to have? What tone consumer will probably view this they can expect. The process of transforms and reincarnates. of voice would they use? If you want location as somewhere to self-serve presenting the unique environment, t’s no surprise that consumer The sole requirement of a snappy the cynical new consumer to trust from the pile of boxes and walk atmosphere, and knowledge that trust in advertising and just slogan and a simple message you, you need to give them reason. out with a bargain. Conversely, if your business offers starts when I about every other media extolling the virtues of your product When a consumer sees your website that’s what you want, you should they see your logo or details on communication has been falling or service is long gone. Even a or social media output, what do they set your tone accordingly. It’s the screen, not when they walk through steadily over the last few years. catchy jingle, a clever phrase and a think, what do they feel? The tone consistency of strategy and message the door. Research from (among others) celebrity endorsement have to be of voice will be a key part of getting that is important here, not the It is still possible for the cynical Gallup, MarketingSherpa and an outstanding combination to cut your message to resonate with your message itself. consumer to trust our messaging, Neilsen has shown that consumers through in 2017. consumer. Our tone of voice and brand but we have to set out a longer globally are collectively cynical The new consumer (let’s not On top of that, what does your characteristics will give the courtship to earn their affections for when it comes to paid-for media, use the term “millennial”, we’re consumer intuitively feel when consumer a feel for the store long the longer term. and us Brits are typically the worst intelligent people) demands an they walk through the door? The before any formal communication The one-night stand of the easy- of the lot. extended courtship. A brand or atmosphere of an Aldi or a Lidl has taken place. Slick, high come, easy-go Mad-Men display Accentuating the positive, the retailer needs to show who they varies greatly from a Waitrose. quality print or modern, visually advertising era has gone. Welcome sources that consumers do trust are and what they stand for. They Of course, that is intentional and stimulating, classy digital to the grown-up, joint-mortgage are a lot closer to home. Personal need to demonstrate this in every sets the tone for the consumer’s communications can lead the “try-a-little-before-you-buy” recommendation remains the most communication, whether written, expectations. If the most prominent consumer to expect a modern retail modern way of communication. credible communication, followed graphical or in person. This section of your store is a pile of tatty environment offering premium Get it right and you might just find by online consumer opinions. You consistency helps create a brand shoe boxes or a rail of apparel with products and genuine expertise. “the one”.
www.sports-insight.co.uk 26 RETAIL
find and buy products but cultivate a conversation with also what brands appeal them. The responses have to them. been great, even fanatical at In it for the long run The broad direction times. of travel is that consumers For Spring ’18 I’ve just Oliver Carter, who heads up the marketing division don’t want more stuff, but launched the For The Long Run experiences that will challenge campaign to the trade, which will for running at OSC Ltd, brings us up to date with them personally and moments to share activate online and in-stores from late- with friends and family. We need to February next year. recent developments and the future opportunities be relevant as brands to be with our customers in their pursuits and helping The future and challenges in the running market them tick things off their bucket list. We have a time frame set out in which For specialist and independent we want to double our business. To From head to toe range of printed leg wear and bringing retailers, keep being embedded within get to this first target, in the UK we are Today I have three specialist running through more fashion influenced fabric your local communities, and continue undertaking different strategies for brands in the portfolio, each working selections. to evolve how you are a part of your each of the three brands, as each is at really well with one another. From customers' lives, understanding what a different stage in their development. clothing, accessories and packs from Some recognition they are doing, what product they However, a significant part will come Ronhill, to technical performance We’ve had some really great moments need and how they will go about from developing international sales socks from Hilly and the latest brand of success over the last year. Hilly purchasing it. for Ronhill and Hilly with our key to join the group is Altra footwear, has retained its crown as the best distribution partners. As an example having brought in the UK & Ireland sock brand at the recent Running #RunEveryDay I’ve just launched the #RunEveryDay distribution rights to OSC last year. Awards and Ronhill received two One of the major changes I’ve concept in China with our partners Altra is a great fit for us as it has a awards for the second year running for implemented over the past 24 based in Nanjing. unique zero-drop, cushioning and best men’s clothing and won bronze months is to have a greater dialogue Through careful investment, toe-box proposition and compliments in the women’s clothing category. and relationship with our Ronhill direction and planning I’ve every Ronhill and Hilly nicely. We can kit Additionally, the OSC group was customers. I’ve challenged them to take confidence we can achieve our goals you out form head to toe in specialist involved in the sport for fitness, good awarded Leader status following our a leaf out of Dr. Ron’s book and create as a business, develop with retailers running products. health and training for half and full annual audit by Fair Wear Foundation. their own run streak in October, be that and provide runners with product they marathons amongst other events. This is testament to the hard work by a few days or the whole month – not want to run in. Growing our To get to where Ronhill is today our production and sourcing teams to the full 52 years and customer base women have powered the growth of ensure our suppliers are fit and proper 39 days he recently We sit in a good place in the market, the brand. Women have driven the and our garment factories have good clocked up! It’s been attracting the active 30-50 year old growth in the running market and working conditions. a great experience to with an even gender split, appealing to we have been well positioned over put together a social both men and women. It is a discerning the past ten years to develop with it. Changes ahead campaign such as consumer base, looking for product But also internally we have a strong Speaking broadly to all those invested this and working that sits with their values, with great dedicated group of ladies in our design in the running market we have to be with our creative and fit, fabrics and of course pricing. They and development team who have been aware of changes in product speed to media partners to are also a committed bunch, getting key in developing our new Momentum market and also how consumers will build an audience and
@SportsInsightUK COLUMN 27
You have to pitch in to promote CRICKET IN GERMANY Crispen Andrews looks at how artificial surfaces are boosting the sport
Flicx pitches in action above and top right
wo days after the German two were ex pat Australians. migration from cricket-mad football team thrashed San Cricket has been played in countries in the Asian subcontinent. T Marino 7-0 in their end of Germany on and off, since before There are clubs in all the main cities season World Cup qualifier in front the First World War, when visiting and the game is overseen by the of 32,000 people at the Stadion British soldiers and academics Deustcher Cricket Bund, founded Nurnberg, another German national brought their national game in 1988. team took the field, this time against with them. In 1937, a team from The German national league Norway, at the Sportpark Laag Worcestershire toured Germany, an is divided into six regional leagues. Notts Sport Zestienhoven, a modest sports alleged show of solidarity between The winner of each plays in the ground in Rotterdam. the two countries, which actually league finals. The national team cricket clubs face. The team plays communities to play cricket The German football team turned out to be a publicity stunt plays in the ICC World Cricket on the University Sports ground, but together and learn about each was full of traditional German from the Nazi party, while in the League Europe Region Division One are not allowed to cut a grass wicket other’s culture. names, like Brandt, Hector and background, Hitler and co took Cricket in Germany is growing, or put down a permanent artificial Many of the new clubs in even Wagner, with a few like, Can, their first step towards, European but there’s a major problem. There strip. The youth team plays matches Germany have been formed by Mustafi and Younes, Turkish, domination. are no cricket grounds, so teams on the Gottingen All-Stars baseball groups of friends and can’t afford, Lebanese and Albanian names, There wasn’t much cricket have to share a field with other pitch as the University will only let a proper pitch. The DCB has found, places long associated with in Germany during the Cold War sports and organisations. its students use the sports grounds. though, that coconut matting, laid immigration to Germany. By period, but in the 1960s, the sport Synthetic surface specialists, Northamptonshire-based onto wooden boards, plays well contrast, all but two of the German returned, thanks to visiting students Notts Sport, have been providing company, Flicx UK, have supplied enough for cricket. The DCB has cricket team that beat Norway from cricket playing countries. playing surfaces to German clubs portable artificial cricket wickets also found a supplier of these mats, in the ICC World Cricket League Today, cricket is a minority for the past fifteen years. Sales to Germany for some years. Flicx in Germany, that charges equivalent Europe Region Division One, were sport in Germany, but it is growing. Director, Zec Tomlinson, explains Business Development Manager of £500 per mat. from Asian backgrounds. The other Particularly, in light of recent that a Notts Sport pitch, has a Ashley Appleby says that Flicx DCB’s chief executive, Brian four or five inch solid base layer pitches can be laid on to multi Mantle, said: “It’s funny actually, that provides the right sort of sports fields, used during a game we used to buy in these pitches consistency of bounce for a cricket or practice and then taken up and from Pakistan, and they were pitch, so the quality of play isn’t stored, freeing the field up for other more expensive, but then we dependent on the original surface. users. realised that they were actually Tomlinson adds that when He said: “You don’t have to put being sold to Pakistan from a Notts Sport sells a pitch in Europe, a permanent concrete foundation manufacturer in Germany, so now it sends over one of its technicians, into the middle of the field. The we get them straight from the local free of charge, to help install the facility is left the same as it was manufacturer.” pitch. before the game. Mantle admits that although He said: “Clubs in Germany are “The Flicx pitch can be laid cricket will never be a major sport not as well funded as they are over onto any surface, with just a bit of in Germany; there are still over 100 here. They can’t afford to bring in a preparation if the surface is uneven, clubs and more than 5,000 players team of specialist engineers, so to grass cutting and filling in divots.” and the game is growing fast. help grow the game over there, we Flicx are currently working Mantle said: “What we do provide the expertise, while they with the newly formed Deutscher want, is for the game to be known provide the muscle.” Cricket Union, a breakaway to everyone in the country and to Gottingen Cricket Club in development group, who, amongst have a structure in place that allows Central Germany is a good example other things, are encouraging everyone who wants to play to Notts Sport of the challenges some German people from migrant and German take part.”
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REEBOKFITNESS.COM RETAIL 29 Everything you wanted to know about EPOS systems BUT WERE AFRAID TO ASK James Rodger, managing director Retail IT, spells out the benefits of modern retail management technology
e feel we’re in a good place to discuss this W topic given we’ve been helping retailers with their EPoS and technology needs for 16 years. At Retail IT we offer complete retail management technology systems from the heart of south west London. Our aim is to bring the omnichannel management benefits that large retailers enjoy to all sizes of retailer, from point-of-sale and eCommerce, to supply chain planning and forecasting. Established in 2001, we began life as a three-person operation and we soon picked up a diverse portfolio of clients, which now includes a number of sports retailers. Since 2008 we’ve worked together with Cegid who, in our view, develop the most sophisticated efficient, allowing you to focus on cards on your website - all of which and intuitive software on the market the business of running your retail improve your store’s ability to get that delivers the best return on operation. new customers and retain existing investment for retailers of all sizes. ones. We now work with 67 clients Managing your retail Through our development we and cover 221 outlets. While we operation ensure your website is connected to focus on the UK retail market, you’ll A modern system allows you to carry your EPoS system, allowing you to find our solutions and expertise out a range of practical tasks such assess real-time information across used overseas, particularly where as: buying, receiving and tagging both your physical and online stores. our clients have expanded into products; distributing products to For clients looking to improve new territories. We know that all the optimal location; selling these the appearance, functionality retailers are unique - that’s why we products to your customers in a and customer experience of their consult with our clients and tailor manner that enhances their in-store websites, we offer a Magento plugin Cegid’s Y2 software to their business experience - and for you to capture that will allow you to choose the and budget. important customer data. features you desire. This is achieved through a Do you have a great looking Our work with Sports consultative approach where we website that not only provides a Retailers ascertain your specific business good customer experience but also Having worked with Intersport needs and steer you in the right checks your stock in real time, for five years, we understand the direction when it comes to choosing ensuring you never sell something challenges and needs of sports a system and functionality. you don’t have? Connectivity work as they should? retailers. This helps you save time, When choosing an EPoS system, it’s We provide a skilled support We now work with 15 Intersport resources and allows you and your Reporting and analysis crucial to know how the software will team - based in our Wimbledon members across 22 stores. We’ve team to concentrate on what you of data work with other software packages HQ - which is on hand 364 days a helped members boost online sales do best. Most retail software allows users to which you may already be using. The year from 8am to 8pm to answer any via more efficient websites; we’ve Do you currently spend a lot capture important information to Y2 software is easily customisable customer queries. established loyalty schemes which of time worrying about IT and your store(s). to integrate into finance packages That way problems can be have helped stores increase footfall technology issues rather than The challenge many store such as Sage and email marketing resolved swiftly by our team of and reward returning customers; focusing on running your store? owners face is determining which packages like MailChimp. experts to ensure you or your store and we’ve trained sports store staff information to analyse - this is one Are you currently spending too staff don't become overly consumed so they are comfortable using the Website integration of the ways in which Y2 excels. much time extracting data from your by technical issues. And again, this retail software we provide. With the dominant players in Via the system’s reporting EPoS system and importing it into allows you to get on with other the sports retail market offering capabilities we can provide the data other packages? important elements of running your Why a contemporary enhanced online experiences, it’s in a format that helps you make the store(s) EPoS system will benefit now important that you can offer best decisions. Support How does your store currently your business similar services. Do you have access to the You can have the best system in the overcome problems which could When used correctly, a good EPoS Many customers will expect you reports you need which can shape world and all of the above features lead to lost sales? How does your system will help you lower costs to offer click and collect, click and your future buying decisions and and functionality in place, but what current EPoS provider assist in such and become more competitive/ reserve, loyalty programmes and gift help you improve your margins? happens when things don’t quite circumstances?
www.sports-insight.co.uk 30 COLUMN freevideophotoagency BE A SPEEDBOAT and best those oil tankers David Hemming, UK country manager for X-Bionic, looks at how bricks-and-mortar stores can take on the web
question I’m asked time we know the ocean is ever changing is just a new version of the I challenge you to focus on ASP experience and enjoyment of the and time again, how can the and moving. multinational chain. The issue in (Average Selling Price) This next sport is why you opened the doors to A bricks and mortar survive A speed boat (you our loving many cases is that the independent quarter up sell by 20 per cent and your business in the first place let alone flourish in the digital age of independent) is agile and can change gives up, stops being proactive and then review what this does to your To truly sell a product for its online shopping? direction, reacting to the ocean's listens to the gossip of the sales reps profit at the same margins. functionality and benefits it brings For an independent there is movements and provide a faster up coming in, a failing of the human This may require you looking the price as a non-factor, when nothing more discouraging to spend to date experience with an engaging condition to live with negativity. at the brands that are on your sales passion pulls on our very heart the time with a consumer selling the opportunity that the oil tanker can’t So, the key to survival and floor and making changes to stock strings we know the consumer feels benefits of the brand and sizing them do. The oil tanker is not moveable growth is get back to the basics, an alternative brand to the online the same and we grow our sales on up for a product to only have them and has to stay on its set course as it focus on the front doorstep and platforms. This will be the move to selling what we know will be best for come back two weeks later wearing takes far too long to change. Bigger community outside your store, bring the speed boat phase of business the consumer, that will keep them it, riding it. margins set the volumes and set in and commit to the brands that planning. coming back. As mergers happen almost on the direction of sales, riding out the are unique and offer functionality Anyone can give a product Don’t wait for your speed boat a daily basis I could fall into the ocean no matter what it does good or and performance gains over mass away but to up sell a better product to come in, swim out to it and take sceptic’s bucket on this one myself bad, does that make sense? generic products that only has a that improves the end consumer's control of the ocean! and say they won’t survive, but this I To be the speed boat you have selling feature of colour against its know is not true. to be working with brands that rival. In all sectors of retail sales want to give you exclusivity over Build a store that engages the there are brands that require a the internet. This happens with the consumer to come in, this can be broader knowledge and skills to brands that require knowledgeable done with experience days, demo sell, specialist products for the sales staff that are passionate weekends and athlete presentations. passionate consumer in that specific about the sport they are retailing Get your database in order, sport is where the retailer has the in as these products do not sell that’s how the online win, they edge. themselves, if they did you may have your customers email address Let’s address this elephant in as well have been a supermarket and other key demographics to be the room, the “Big Box” or internet because this is what milk and bread able to segment that list to specific companies as they are known, they does! shopping habits, I insist you do the out sell the independent specialist In many ways the independent same to your database. on price, volume and market has the answer already to his or her The online sector is sending visibility with the consumer. They success, why did you open a store to me birthday cards reminding me stack it high and knock it out at all begin with? to come back and shop, you can cost. The answer is always the same go beyond this and make it more The way to look at this is “I knew I could provide a better personal with a hand-written twofold, the independent is a speed service and experience than the version. boat and the online industry is an big multinational and the local Above and beyond, stop focusing oil tanker, both are floating on the independent I shop from”. The role is on margin, I hear all the time “I need
ocean which I call the consumer, as still the same, the online competitor more margin to be competitive”. Nightman1965
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OFFICIAL APPAREL ZOO-SPORT.CO.UK #ZOOSPORT PARTNER RETAIL 33 Vibram launch Furoshiki to the UK Get wrapped up by the barefoot feeling with Vibram Furoshiki
“Hikers can keep a pair in their backpacks, cyclists in their made of the best quality Italian panniers, skiers in their jackets, Lycra which wraps around the foot take it everywhere! to be firmly secured by two Velcro “Vibram Furoshiki “The fastenings. The result is that the Wrapping Sole” is ideal for the foot is supported and protected by sports, casual and outdoor markets.” luxury cloth giving the wearer a For more information visit completely new experience. www.charlesbirch.com and Chris Wilson, managing www.vibram.com Following the massive success of director of Charles Birch Ltd, the their FiveFingers brand, Vibram UK’s Vibram distributor, said: have developed another “Masaya Hashimoto searched the revolutionary and innovative type world for inspiration for his of footwear - Vibram Furoshiki colours and designs. For example “The Wrapping Sole”. This is the Phulkari print inspired by the already selling extremely well in Punjab embroiderers of Southern the USA and Europe. India, the Hmong print inspired by Furoshiki comes from the the traditional fabrics of Malaysia Japanese word for “wrap around” or the and the footwear is inspired by the Shipibo Japanese tradition of wrapping in print cloth, which doesn’t just relate to from the clothing but also everyday events Peruvian such as shopping. rainforests. Designed by Masaya For the more conservative, Vibram Hashimoto, as always with Vibram Furoshiki also comes in plain – “it starts with the sole”, following black and more subtle designs such Vibram’s long heritage in advanced as GRU and Marble. rubber sole technology. The thin, “Vibram Furoshiki is for flexible sole in VIBRAM XS City everyday use. It also folds up into a compound, offers comfort, grip and very small lightweight bag which durability while giving wearers the easily fits into the palm of one familiar “Vibram barefoot feel”. hand making it an ideal travelling The super comfortable upper is companion for all situations. Need a catalogue? Then why not go digital and interactive John Shirley, co-founder and sales director at Hark, explains the ethos, benefits and future of aWorkbook What is the history samples. It works alongside other aWorkbook app while also Future plans for aHub will How will you grow of aWorkbook? systems like ERP, sales order addressing the broader product deliver an online product your business? Our mission is to provide software processing and B2B platforms, information management needs of information management system Our growth will come from and services that deliver visibility integrating where necessary. brands, distributors and retailers. for brands, distributors and continuing to evolve our software on your products from the final In May we published the latest retailers, providing a full library of and managed service offer in line sign-off of range planning to the key What are the benefits version 6.4 of aWorkbook adding product data and associated with what people need. It is a stages of go to market sales. to brands in using new features to the order imagery that can be managed business reality that by making The distinctive character of our aWorkbook? submission process. And at the collaboratively by multiple users. smarter software investments solutions is the combination of With a digital catalogue you can do beginning of this year we launched In 2018 we expect to be helping companies can respond effectively quality images and brand stories things print simply cannot do. For aHub, a cloud-based distribution our customers use aHub to realize a to digital disruption, and by working with the right data that enables example, product information can platform which, in its first phase, successful omnichannel strategy, with aWorkbook our customers have sharing and decision making at be kept up to date with instant offers a means to tailor aWorkbook which in simple terms means so far been able to stay on top of sales each stage of the process. amendments to the range. Catalogue content to meet the ensuring the right set of images and and ordering trends. We pioneered the B2B digital In the words of our customers, needs of different groups of users, product details are offered up to catalogue over ten years ago aWorkbook has delivered the and manage access to those secure a sale regardless of whether What innovations launching an interactive product following benefits: catalogues. that’s B2B or B2C. in technology do guide for Timberland at their 2006 “A significant improvement in the you think will be European Sales Conference in quality of customer meetings incorporated in your Sorrento, Italy. The two software through personalised products that underpin our offer business in the future? presentations, easier ordering We already incorporate the fact that today are aWorkbook and aHub. processes and reduced costs.” mobile devices are the dominant and
Berghaus preferred media channel; and in the What is aWorkbook? background our systems are “A transformation in the way we go aWorkbook is a product benefiting from the acceptance that to market, helping us in our presentation and order writing app cloud computing is secure, low-cost customer goal to be an easy and with unique features to support and highly scalable. I am certain the reliable partner to do business sales activities throughout the B2B one innovation that will become with.” inov-8 buying cycle. It directly supports more relevant for us and our reps and buyers in the pre-season customers is the use of Artificial and is designed to support existing What plans do you Intelligence (AI) in spotting trends sales processes, making them more have for the future? and aiding decision making. efficient and helping to reduce the Our plans are focused on the Take a Deep breath then. costs of brochures and product continued improvement of the
www.sports-insight.co.uk 34 COLUMN
Brands are becoming retailers and RETAILERS ARE BECOMING BRANDS Paul Sherratt, of Solutions for Sport, takes a closer look at the evolution of sports brands and sports retail businesses
ASICS new concept store has been launched on Oxford Street, London
t's never been easier to connect Private Label a wide enough product range to with the end consumer. The Of course, in many other industries, either offer the consumer a credible I advent of the internet and this sort of activity has been choice or compete with the brands social media means that brands happening for some time. DTC strategy. and retailers can get closer to their Supermarkets now offer their We are seeing it time and time customers like never before. own gourmet food ranges as good again within our own customer Multiple touch points allow as restaurants, or even better when base as retailers across the sector them to connect on a number of you can assemble them at home. struggle to come to terms with levels, at different times, and at They can bring together “solutions” these seismic shifts. different places and enhance the from multiple categories under Of course, this changing ability for customers to connect the same brand. They can offer landscape also creates additional with their preferred supplier. services, such as purchase advice or pressure on the traditional retailer Historically, the connection after-sales support, complimentary as, due to the ease with which points were quite simple; at brand services and more. And just like one can connect with the end level the marketing effort was Netflix is able to use its deep consumer, niche homespun brands focussed on driving end consumers knowledge of people and their are entering the fray causing more into a retail partner environment behaviours to personalise its disruption. where the retailer could maximise movies and suggestions, so retailers If I look just at the goalkeeper the sales created by the brand push. can leverage loyalty card data and glove market place, something with The brand benefited by instore tracking to offer more which I am very familiar, then the increased wholesale business relevant and personal solutions. and digital channels and devices. more directly support, enhance or latest estimate suggests that there through the retailer and the retailer “Private labels” have become “The number of manufacturers accelerate the customer journey by are over 200 “brands” just in the benefited by the brand doing their more effective than classic brands selling directly to consumers is adapting to changes in customer UK alone. While it is true that with marketing job for them. – and with a little nurturing have expected to grow 71 per cent this behaviour and differentiating the the majority of these business there the opportunity to innovate and year to more than 40 per cent of brand experience. is very little innovation and core Times are changing grow in ways that their previously all manufacturers. And over a Some brands seek to product development, nevertheless But over time things have changed. esteemed rivals cannot. They can third of consumers report they supplement the retail, partner and with such a large number of brands Retailers began to realise also be much more profitable, bought directly from a brand promotional channels they rely and products out there there is, that, thanks to the effort of the flexible and value-creating for their manufacturer’s web site last year,” upon with education, personalised inevitably, market disruption. brands pushing consumers into owners, the retailers. according to Forbes. experiences and decision support store, they did not necessarily This shift is also being reflected but more and more are trying to Conclusion have to maximise conversion Direct-to-Customer in our own sporting goods industry displace traditional retail channels We are in a time where business rates specifically on that branded As this retail strategy has evolved and is having a profound effect on that keep them from learning more models are evolving so rapidly that product. Why not push the brands have begun to respond and, retailer patterns. about their customers. In either it is vital for both retailers and consumers to similar products coupled with the ability to interact Nike are using “portable” case, the results of a well-executed brands to look ahead. where they could enjoy increased directly with the end consumer ecommerce experiences, mobile Direct-to-Customer strategy can be Consumers have choice like margin. rather than through the retailer, apps with in-store beacons, and measurable and disruptive. never before. Brands are becoming Sports retailers began to have begun to push direct to market out-of-home digital media networks retailers and retailers becoming develop own brand strategies to strategies. to continue the conversation Sports Independent brands, and traditional routes fill these gaps thus using the “mega Marketers across a wide range started on e-commerce web sites So where does this, for example, to market are being challenged. brands” as the marketing push to of industries are actively working into their own stores and deliver an leave a small independent sports Whichever side of the retail fence get consumers into store and then to develop Direct-to-Customer expanded choice of personalized shop? They don't have the footfall you are on it is clear that you must using their own brand propositions (DTC) models that directly engage offerings at the point of sale. or customer base to justify a private adapt to survive. to entice the consumer. customers using social, mobile, The goal of all this effort is to label range and they cannot carry Good luck!
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Which sportswear retailers are racing ahead in the DIGITAL LANDSCAPE? Hatty Scaramanga, sales and marketing manager at Inside Online, takes a look at web performance
Looking at year-on-year visibil- ity, the study discovered that while the online market did grow by 7.43 per cent, top brands including Sports Direct, MandM Direct and Foot Asy- lum all saw a decrease in visibility. The rate of link acquisition is key to domain authority. The greater the number of links a site has pointing towards it tends to correlate with the authoritativeness of the domain, which in turn tends to correlate with organic visibility. Therefore, not only is the current state of a domain’s link he UK sportswear industry profile important, but it is also vital has seen an overall online to understand who is building new Tgrowth of 7.43%, a new study links the quickest (and how they are into its performance has revealed. doing it!). The Sportswear Digital Insight As a general rule, it is the larger Report, produced by leading digital brands who manage to obtain the marketing agency Inside Online, highest number of links per month. to avoid serious penalties. looked at 44 of the top UK websites This is thanks to their ability to Social influence is starting to within this competitive retail mar- naturally appear in news and blog affect search engines more over time. ket. posts around the web. If smaller We’re seeing a shift from your stan- According to fashion industry brands are managing to gather links dard ‘how many likes does a page publication Just-Style.com, the UK at a higher rate, it could be possible have’ towards engagement with the market for sportswear is expected that aggressive link manipulation is user. Active pages that promote great to see considerable growth over taking place. Once again, it is Sports content and engagement have higher the next five years as the trend for Direct who comes out on top, since it performance metrics than those who athleisure skyrockets. With online has the highest number of referring build pages purely with the motiva- competition at an all-time high, it domains at over 1,200. Making up tion of having a well-liked page. Sites is now more crucial than ever for the top three in this area are Wiggle who have been best at promoting retailers in this industry to solidify and JD Sport. engagement through social channels their positions within search engines It is not just the amount of links are JD Sports, Sports Direct and to ensure future profitability. that your domain has, but their au- Wiggle. In the report, Inside Online fo- thority. In light of recent Google up- There are a number of sites in cused on searches, keyword competi- dates, the quality of linking domains this industry that are underper- tiveness, year-on-year visibility, link has never been more important or forming organically who have an acquisition and quality, and social under as much scrutiny from Google. obvious major common factor: they influence: all key aspects that should Domain authority tends to be divided have a limited number of unique be considered when embarking on a into: very authoritative (70-100), linking domains (almost a quarter digital marketing strategy. above average authority (50-69), of that of the performing websites). When it comes to searches, average authority (30-49) and low Each of the sites listed ranks rea- Sports Direct is the most searched- authority (10-29). Those brands with sonably well for one or two of the for brand, boasting over four million the most very authoritative linking generic organic keywords, but rarely searches per month. Its closest rival domains once again include Sports more than this. In a lot of these is JD Sports, with over two million Direct, with Newitts and SportsS- cases, organic visibility is limited searches per month. Around 61 per hoes.com also doing well. by poor onsite optimisation and cent of sportswear searches are The ultimate goal of link acquisi- poor long-tail strategies. Sites high- made on mobile devices, highlighting tion is to achieve links from domains lighted by the report as underper- the importance of a mobile-opti- within the 70-100 range. Just one or forming are Intersport, Morrant and mised website. two of these links have the potential Maudesport. An effective search strategy will to rapidly increase a site’s organic There is a seismic shift in the constantly review keyword competi- visibility. However, sites with a large industry becoming more prevalent tiveness, examining short, medium, number of low quality links are year on year. Sportswear is fast be- and long-term goals. Some of the advised to do a full review to ensure coming one of the biggest sources highest visibility keywords are foot- none of the links are in breach of of growth for embattled high-street ball boots, swimwear and swimsuits, the Google Webmaster Guidelines. clothing chains. With this in mind, while the low visibility keywords in- It is important that action is taken online retailers must solidify their clude gym tops, fitness clothing and immediately on any links which are positions within the search engines workout clothes. found in breach of these guidelines to ensure a profitable future
www.sports-insight.co.uk 38 LEISURE
The Happy Bike is the lightest water bike and is designed to enable It's time to bring pedal everyone to start water fitness – you don't need a swimming pool. The Waterflex Fit's Pool is for small gyms and clubs in rented power into the water premises. It is an innovative self- supporting mini-pool and can be Waterflex, founded in the heart of Provence, are fitted with with a Waterflex bike, jogger or trekker. bringing a bit of continental cool to a pool near you John said: “It is a complete personal fitness centre and allows aerobics with music, lots of noise, The Spinning Waterflex bikes optimised for barefoot use. those who do not have a swimming splashing, laughing and having fun are designed in high-quality, marine- There are several versions of pool to discover the pleasure of while burning calories and grade, brushed stainless steel the bike, to cater for all levels from pedalling in warm water. getting fit. and are compatible with all types private to professional use. “The Fit's Pool is modular and Now with an English base as “It is a fitness alternative for of water. Hard-wearing silicone The Happy Bike is the entry has a depth of 1.20m and includes well, in Waterflex/Aquatic those people who feel frustrated just wheels allow easy movement level, with gentle resistance, and a complete filtration and water Systems Ltd, Waterflex are lap swimming, when their lap rate without marking the floor. A special heading up to the WR5 and INO8, heating system and includes a re-inventing new ways to is reduced because of others in their perforation system allows the bikes which feature greater resistance for Waterflex exerciser at a low price participate in watersports and swim lane slowing to drain in seconds and the pedals use by stronger athletes. making extra income and adding a for people to enjoy the comfort, them down.” are fitted with built-in straps and The WR5 water bike is the water exercise facility to a club.” performance and ease of use of sportiest version in it's class and a For more information go to their equipment. feature of this bike is its spinning www.waterflex.fr or call John on Their innovations have made performance. 0784 752 0057. them a European leader in the John said: “Our contracts design and manufacture of water department are ready to handle any fitness equipment. sized order. If a gym wanted 20 of The company's Fit's Pool, water these bikes to put into their pools to bikes, joggers and trekkers can be do water aerobics twice a day we can found in gyms across France but are do that with ease. a relatively new concept in the UK. “Aquatic systems have lease John Dimmock, Aquatic purchase plans in place for health Systems Ltd sales director, said: clubs and have a very good inventory. “The water bikes and joggers are We have fast delivery in the UK and really common in France. They the equipment can be assembled on are used in pool fitness classes site by our team. and wellness programs across the “Waterflex also produce an country. Imagine people of all age Aquabike Lift, a machine to easily groups, gender and fitness levels lift the water bikes in and out of the in the pool participating in water pool with minimal effort.”
@SportsInsightUK MY SPORTING LIFE 39 There really is no stopping this IRONMAN Tony James finds out why 80-year-old Denis Bailey isn't ready to quit just yet
pains but there’s nothing that will complete it and be competitive at out training on his bike in a stop me running. I’m out training the same time takes someone of a country lane. “He was airlifted to every day and when it’s raining I very special calibre.” hospital with a broken collarbone, work out in my gym in the garage. Bailey ran his first Ironman damaged shoulder and six broken “I run and cycle about 60 triathlon when he was nearly ribs,” Marion says. miles a week and swim twice a 70. “He was getting bored with “A fortnight later I found he’d week. I guess l will go on racing marathons and wanted to try booked a place in an Ironman and competing until I keel over. something new,” his wife Marion event and not long afterwards I’ve no intention of stopping while remembers. “Being Denis, it had to was out training again. He did I feel as fit as I do,” says the west be something really difficult.” the race and qualified for the country-based marathon man. “In “The race is very physical world championships. I suppose fact there are plenty more like me from start to finish,” is Bailey’s that after 52 years of marriage - and even older.” classic understatement. “There’s I shouldn’t be surprised by How long you continue in sport a continual measure of mental anything he does.” seems to depend to a large extent pressure. You need to be able to Before he took up running, on your discipline and Bailey draw upon your ‘bank’ of training Bailey was a judo black belt, seems to have made a wise choice. which gives you the confidence to represented England in the Studies have shown that in push through the pain when your European archery championships running, swimming and cycling mind is telling you to stop. and was England archery team - the three Ironman triathlon “The first half of the run is reserve at the 1976 Munich sports - physical performance when everything hurts so it’s vital Olympics. decreases by up to ten per cent a that you establish a rhythm and There was also a pretty decade. That’s considerably less hit your target pace. It will hurt challenging day-job - as a than the average for ball sports more if you speed up but it won’t professional diver working mainly and athletic field events. hurt less if you slow down.” on oil-rigs, a job with unexpected Which presumably is why Hardened competitors like perks. “We were diving in the Isles French cyclist Robert Marchand Bailey admit that the transition of Scilly when the then Prime holds the one-hour time trial from cycling to running is usually Minister Harold Wilson had a world record for his age group at the hardest. In the course of a full holiday home there and I was 104. Cycling 26.9 km in an hour he distance race an athlete will burn asked to cut the seaweed off the was only 50.1 per cent slower than around 8,000 calories - three times propeller of his motor- boat. Bradley Wiggins’s 54.53km record. the recommended daily allowance “He was very appreciative and It seems Marchand has for an adult male - and there’s almost gave me a nice bottle of wine.” exceptional muscle and cardio constant eating and drinking en What does Marion think about respiratory function resulting in route, “but you burn it all off during her marathon man? “He’s been into an age-related decline of less than the race and usually come home challenging sport ever since we met eight per cent per decade for more lighter than you started.” so I’m used to it by now. But when than 60 years. Bailey lived up to his he can’t go running - like when he It seems there’s no stopping “Ironman” reputation three had his accident - he can be very hen Denis Bailey believed that by the age of 26 golden oldies. John MaGowan, years ago when he was the victim difficult to live with. So I don’t want consulted a doctor about anyone who took sport seriously now 76, is the oldest darts player of a hit-and-run driver while him to stop any time yet!” W his arthritis he was told should be starting to think about to throw a nine-dart finish at to give up all strenuous exercise and calling it a day. a championship tournament. stick to a little gentle walking. As a result, the average park Yuichiro Miura had four heart “He said when I got the urge to footballer will hang up his boots operations and climbed Everest do something strenuous, I should by 39, the club cricketer puts away at 80 and dressage-rider Hiroshi sit and watch Countdown until it his bat at 34 and the Sunday golfer Hoketsu rode for Japan in the went away,” Bailey remembers. sticks his clubs in the shed at 46. Olympics at 68. “He wasn’t joking. I thanked him Gymnasts are limbering down at Ironman triathlons, claimed for his advice and signed up for 34, followed by rugby at 37 and to be the world’s hardest non-stop the London Marathon.” hockey at 38. one-day endurance races, were Some 30 years and five Work and family originated by US Navy officer London Marathons later, plus commitments are usually given John Collins in 1978 and are now thousands of miles of training and as the reasons why around 47 per run on six continents. more epic endurance events than cent of people decide to watch Nowadays, Bailey limits he can remember, Bailey, at 80, is sport from the sofa and stop giving himself to the age-group-only Britain’s most successful veteran the real thing a go. And nearly a middle-distance 70.3 mile Half- Ironman triathlon athlete and third of adults polled blamed their Ironman triathlons, leaving the has no intention of hanging up his current aches and pains on past ultra 140-mile contests to the running shoes just yet. sporting or physical activity. younger fellows. But a typical He celebrated a safe arrival Of course, there’s no shortage of 70.3 - the Exmoor triathlon - is into his ninth decade by experts who hold a diametrically- daunting enough. completing his seventh 70-mile opposite view. Dr Ellie Cannon, Started in 2006, it begins Ironman triathlon, as usual, the media pundit and a family GP with with a 1.2-mile swim in a chilly oldest successful competitor. patients aged up to 100, believes reservoir for the 1,000 competitors, “I always qualify for the world there is no serious evidence to followed by a 56-mile two lap cycle championships in America, but support the belief that you should race across the hilly moors and a I don’t go,” Bailey said. “It’s too give up sport at a certain age. three-lap half-marathon. expensive - the insurers keep “I would encourage everyone, “Competitors love the unique upping my premiums. They think whatever their age, to maintain an setting,” says Ironman regional I’m too old to be doing what I do.” active lifestyle,” she says. “Not only director Kevin Stewart. “But it’s Which succinctly sums up will it help increase your energy tough. There’s hardly an inch of a widely-held view that sport is levels but you will feel good, too.” the course that’s on the level. a young person’s game. A recent Denis Bailey goes along with “With the right attitude, a study of over 2,000 people that: “I’ve kept fit all my life. Most trained athlete could probably discovered that the majority people my age get a few aches and complete an Ironman. But to
www.sports-insight.co.uk
outdoor insight OUTDOOR 41
Area provides smaller brands an opportunity to break into the market New dates for this year's and showcase their new products to retailers looking to add to their mix. The UK Outdoor Industry Awards 2018 (www. Outdoor Trade Show outdoortradeshow.com/awards) are also returning to OTS for the third year in a row, all products – make sure you don't miss out entered into the awards will be on The UK’s largest outdoor display for retailers to check out industry exhibition, OTS 2017, is and, for the first time, vote for the all set to host over 500 new and many of last year’s exhibitors have most innovative new products to existing brands that have signed rebooked and some have even the outdoor market across all ten up to showcase their product significantly increased the size of categories. The finalists will then be ranges to retailers. their stands, including Craghoppers, announced at the OTS Party, which The show has been revamped Lyon Equipment, Mountain Boot presents a fantastic networking for this summer’s exhibition, with Company and Regatta. opportunity for retailers and new dates, new brands, new joint New exhibitors, looking forward exhibitors. Tickets are now on sale at partner (OIA), new layout inside the to attending OTS for the first www.outdoortradeshow.com/party. exhibition halls and more. The latest time include: Armadillo Merino, OTS brings buyers and sellers news, floor plans and booking form Berghaus, Brand Fusion, Channel together under one roof and attracts are now available to download at Jumper, Dolomite/Scott Running, the key players of the outdoor www.outdoortradeshow.com. Freewaters, GP Batteries, Killtec, industry, providing a fantastic Visitors can save time by Jet Press, Jobe Sports, Laundreez, opportunity for distributors and registering online in advance at Mammut, Ocean Kayak, Old manufacturers to showcase their www.outdoortradeshow.com/ Town, Orderwise, Ortovox, PJS new and existing product ranges to visitor-registration. Wholesale, Ruffwear, Sprayway, over 1,000 retailers. The annual ‘one Commenting on his visit to last Venture Wholesale, Vibram and Vita stop shop’ exhibition also allows year’s show, Matt Hammersley, of Energies. retailers across a variety of markets Apex Outdoor, said: “It was our first and always has an excellent Regular exhibitors, returning to see a wide variety of brands visit to OTS as a store under two atmosphere.” to OTS for the 12th year in a row, presenting clothing, footwear and years old. We found it very enjoyable, Feedback received by exhibitors include: Arctic Fox, Buffera, Burton accessory products in the exhibition relaxed and we got a chance to see and a variety of retailers at last year’s McCall, Keela, Lyon Equipment, halls, at the same time as allowing new brands that we don't normally event indicated that an earlier show Mycoal, Nikwax, Rosker, Snugpak, camping retailers to browse through get to see being a small independent would be preferable and more in-line Target Dry, Trespass, Vango and the hundreds of tents and awnings retailer.” with order deadlines - so the 2017 Whitby & Co. on display outdoors. Don Gladstone, Peoplework, show will be taking place in July for The New Brands Area is For further information, please said: “As a consultant, OTS is the the first time in its 12 year history. returning to the show, but will now visit the event’s official website only show that brings together so Taking place on Tuesday, be positioned next to the display www.outdoortradeshow.com or call many high profile brands under one July 11, to Thursday, July 13, at area for the UK Outdoor Industry the show organisers, MCS on roof. The show is very well organised Stoneleigh Park in Warwickshire, Awards in Hall 1. The New Brands 0161 437 4634.
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KT_SportsInsight_June17.indd 2 24/05/2017 13:13 INTERVIEW 43 Need a little bit more support during your workout? Then cut out THE BOUNCE Fiona Watson and Stevie Craig, Booband founders, discuss the development and future of their athletic breast support band
s there just a little to much medium and large and a variety of changed people's active lives across bounce in your run? Not a fan colours. It is fully adjustable with a the globe and, in some instances, Iof burpees during a workout? velcro panel in order to get the exact actually got people moving again. Then an innovative new product size to suit all shapes and sizes. “Booband allows women of may be for you. The company has been in all ages to be active with more Booband founder, Fiona Watson business for two years and had a confidence, removing the stigma started running seriously in 2012 in number of hurdles to overcome attached to bounce when engaging an attempt to get fit and went from before they could bring their in high impact exercise. So, in a no exercise to running a marathon product to market. nutshell, we could not be more within a year. Throughout her Stevie said: “Our biggest issue, happy with the product and our training, and despite wearing a by far, was the ability to keep up ever growing audience.” good sports bra, sometimes two with demand. We have had a few And Booband do not intend to at a time, she found her boobs amazing reviews and videos that rest on their laurels and have big uncomfortable and even painful. went viral on the social channels plans for the future. Looking for a way to ease which wiped out our stock over Stevie said: “We are currently the discomfort Fiona sourced one weekend. That really told us working on numerous projects a compression bandage as she that Booband was here to stay so within Booband that will not wanted to stop the bounce and inventory levels were one of our key only see the current product give herself an extra dimension to and most business critical markers line extended to prints and new the support of the sports bra. She “Apart from that, one of the colours, but also a selection of found it really worked but didn’t biggest barriers to market early on tech and apparel products to look great and so had the idea has been getting people to really compliment the range. of manufacturing a band which understand how and why the “We are launching our tech looked sporty but did the job of Booband works. As its so dynamic, version of the band in September, reducing bounce and could fit and new to market, people needed which will be a basic wearable and benefit a variety of women of to trust the product. That actually tracker, allowing women to different shapes and sizes. all changed pretty quickly once we monitor activity through steps, Fiona said: “After studying had adopted great ambassadors and calories and heart rate. Not to various scientific research amazing reviews. Coupled with this compete with the likes of fitbit and studies into ligament damage, the we had the normal manufacturing Garmin but allowing the everyday development and design then took and quality issues but nothing that active girl to keep an eye on what about six months to ensure superior could stop us moving forward.” they are doing at a grass roots level. performance and fit. Finding the And things have been going “Coupled with this, we are right manufacturers was key to us really well for Booband over the also launching, in 2017, a range as we were developing a product past year and the pair are rightly of essential active products "Booband allows women of all that would potentially change proud of the feedback they have and clothing products that will women's active lives forever.” had from women who have bought compliment the active lives of ages to be active with more The Booband can be worn their product. women, regardless of age and both instead of a sports bra or Fiona said: “We are so excited culture. Ranging from active hair confidence, removing the stigma in addition - this is based on with how things have developed accessories to active clothing.” personal comfort and if you over the last 12 months, the Fiona added: “In addition we wear it with a sports bra Fiona response from our customers has have also launched Boobuddy, our attached to bounce when engaging recommends wearing it above the been so wonderful and humbling, sister brand in the USA and Canada, bra for comfort. A good sports bra especially when we receive emails which will also follow the same line in high impact exercise." provides breast support and the and reviews about how this has in newly-developed products.” Booband reduces movement and prevents bounce, worn together they can provide maximum support and comfort. Fiona added: “Exercise, especially high-impact exercise such as running or jumping, places tension on the supporting structures of the breast, which can result in pain. As there there are no muscles in the breast the only supporting structures are the skin and the Coopers ligaments – thin, paper-like tissues that weave throughout the breast and attach to the chest wall. It is thought that sagging, which is irreversible, occurs when these ligaments are overstretched. The benefits of wearing a Booband include, amongst many things, ultimate comfort during exercise, confidence while working out, saying goodbye to embarrassing wobbles and the medically proven reduction of breast sagging.” Booband comes in small,
www.sports-insight.co.uk outdoor insight 44 OUTDOOR Making a move from winter to a year-round global footprint Timo Pape, Odlo's International Brand Director, talks to Mark Hayhurst about the brand and their future plans active regardless of their sport. Just Can you tell me a bit Do you have any new Merino wool and TENCIL fibres What is your about the history of recently, in 2015, Christophe Bezu products that you (adidas, Esprit) was appointed CEO with our innovative CERAMICOOL key focus? Odlo? and a new energy is flowing through will be bringing to the fabric to deliver the coolest wool- We want Odlo to become a true It all began in 1946 in Oslo with two the organization with the aim of marketplace? based garment yet. And after 12 full-year sports brand. We are sewing machines and Odd Roar growing Odlo outside of our historic We just launched our new active years of leading the functional market leaders in winter baselayers Lofterød’s vision to develop better core areas and to turn Odlo into a cooling innovation, CERAMICOOL, sports underwear segment with and believe that we have a lot to performing functional sportswear true global full-year performance and will follow this up in SS18 with CUBIC we felt it was time to offer also in summer and across for the Nordic sports. Since then brand. the introduction of CERAMIWOOL re-invent ourselves with the more sport activities than just Odlo has continued to develop and and F-DRY. CERAMIWOOL introduction of our fastest drying Nordic and Alpine skiing. Our focus innovate advanced materials and combines an all natural blend of baselayer yet: F-DRY. will therefore be on strengthening apparel technologies to allow people What do you look at and establishing our running, to lead an active lifestyle no matter when you develop new cycling, and training categories what the weather conditions. products? while always ensuring that we stay The human body is a complex one step ahead in our core category How has the company system. To be able to develop and of functional sports underwear. changed over the innovate functional sportswear years? it is critical to understand the What plans does Odlo With over 70 years of history Odlo workings of the body, to have an have for the future? has experienced a lot of change and in-depth knowledge of textiles and We want to establish a larger global key mile-stones in its life as a brand. of course to possess a passion for footprint and break out beyond In 1986 the company relocated the sport activities that you aim to our historic strong markets of from Norway to Switzerland. develop for. As engineers of active Germany, Austria, Switzerland and Initially our focus was mainly on layers we bring the mastery to the French Alps. We are therefore Nordic winter sports, but since combine these three key elements strengthening our partnerships then we have expanded the brand's to ensure that our products always and presence in other key footprint to be a true performance deliver optimized performance European markets but also in such brand, always striving to enable with contemporary styling and high international markets as USA, the sport enthusiast to be more attention to detail. Canada, Japan and China.
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To place an order or for more info, T: 01789 294442 E: [email protected] W: www.dmp.uk.com 46 UNDER THE COUNTER A sideways look at the world of independent retailing The grass isn't always greener - you may have to buy your own eccles cakes once had a dog which drove me notice, and asked for his P45 and, I'd got from a pub raffle. poppy syndrome and counselling chairman's birthday. nearly round the bend, and yet (would you believe?), a reference. That evening I got to wondering out (that's getting the sack.) When I arrived at the shop the Iwhen something happened to The formalities over, he told me whether Norman, who has led a His boss was into amateur following morning, Norman was him I was really gutted. I felt almost he had been offered a job as acting pretty sheltered life, actually knew dramatics and would require sitting at the counter with his head the same when my assistant assistant deputy manager of leisure what it would be like to work for a Norman to attend the shows. He in his hands. He said he hadn't felt Norman handed in his notice last footwear by our deadliest rival, the massive conglomerate. was about to play the Lion in The so depressed since Accrington Friday. I say almost, because at least local branch of a massive sports So I thought the least I could do Wizard of Oz. If Norman claimed Stanley were relegated and he felt Norman hadn't been run over by a goods chain, and as he had read was put him in touch with Kevin, time off to go to the dentist, a he had made a terrible mistake. reversing corporation recycling somewhere that proactive my wife's second cousin, who supervisor would later check what After he had agreed to buy the lorry in thick fog. marketing was here to stay, he felt it works in the swimwear dental work had been done and doughnuts until at least the end of I should have twigged would be prudent to go somewhere department of the sports chain's mark the fillings on a chart. the month, I said he could have his something was up when he put on that was actually doing it. branch in the next town and who Attendance at the company's job back on a probationary basis. his best blazer and asked for an His wife also thought that I might give Norman an idea of what football and cricket matches was That evening I rang Kevin to hour off to go to the chiropodist. He had exploited him and underpaid the was letting himself in for. compulsory so were bowling nights congratulate him on his powers of also mentioned twice in one week him for years and it was high time I can report that Norman took and country-dancing competitions. imagination. Of course, I intend that he hadn't had a pay-rise since he found a job more suited to his the bait and met Kevin in a cafe Self-defence and karate classes were to keep my side of the bargain and 1984, and I hadn't paid his national undoubted abilities, whatever known locally as Botulism Joe's encouraged - the CEO's wife was a give him a bottle of Scotch the insurance stamp since 2009. they might be. where the tea tastes like hot brown belt. A wheelbarrow race in moment I've found some way of OK, I might not be the world's They had also offered him four petrol. Kevin soon got into his the car park commemorated the getting it back from Norman. most wonderful employer but I did weeks' paid holiday, a non- stride. Norman would of course be give him a fortnight off on half- pay contributory pension scheme, expected to wear trainers, not when he broke his leg abseiling down opportunities for promotion, a only at work but at home, too. a church tower for charity, and I've discount on in-store purchases, His superiors might even ring paid for the elevenses Eccles cakes subsidised canteen facilities and a him during Coronation Street to on a pretty regular basis since 1998. place on the waiting list for the make sure he hadn't swapped Anyway, when I came back from firm's holiday chalet in Porthcawl. them for his slippers. lunch Norman handed me this letter "That's all very well," I said. At work he would wear a addressed to "To Whom It May "But you'll have to buy your own yellow blazer with his name Concern", which was pretty daft Eccles cakes." on the pocket and be expected considering there's been no-one in When it seemed obvious that to order a sushi takeaway for the shop but him and me since I took Norman (or his wife) had firmly lunch. After work he would be over from my dad in 1981. made his up his mind up, I shook compelled to attend departmental The letter, which began: "Dear his hand, wished him all the best seminars on organisational Sir," officially gave me four weeks' and gave him the bottle of Scotch culture, loyalty overlap, the tall
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