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Experience tomorrow’s All information and tickets: trends and products in the ispo.com/shanghai segments Running, Health & Fitness, Water Sports and Outdoor. HYPERSPEED HYPERPOWER HYPERPERFORMANCE

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Editor: MARK HAYHURST WELCOME Tel: 01206 508618 Email: [email protected] to this month's Sports Insight Saucony UK announces Advertising Manager: ­KEITH MARSHALL Jo Pavey sponsorship Tel: 01206 505947 Fax: 01206 500243. Saucony UK, has signed up five- Email: [email protected] time Olympian Jo Pavey for Advertising Sales their elite Saucony Hurricane 21-23 Phoenix Court, Hawkins Rd, Racing Team. Colchester, Essex CO2 8JY One of the most successful runners in British history, Pavey Group Advertising continues to inspire the running Manager: SAM REUBIN community with relentless drive Group Editor: Congratulations to all those who to achieve her goals while juggling FAE GILFILLAN took part in the Virgin Money family life with full-time training. Tel: 01206 508615 London Marathon. While she is yet to decide on The elite runners showed grit and whether she will target her sixth Publisher: MATTHEW TUDOR determination in race record-high Olympic Games at Tokyo 2020, Art Director: LEE WHITEFORD temperatures. Mo Farah set a British Pavey has her sights firmly set on marathon record, finishing third in two competing in many big races on the Advertisement Art hours, six minutes and 21 seconds. The roads and the track, with Saucony Director: KEVIN DENNIS race was won by Eliud Kipchoge in two playing a big part in her journey, Reproduction: hours, four minutes and 17 seconds – just as they did at the start of her 80 seconds off the world record. ACE PRE-PRESS. career. and exploring wherever my run competing I have amassed so much Tel: 01206 797541 But as always the stars of the day Back in 1996, following a takes me.” experience regarding what feels were the everyday runners from all number of injuries, Pavey went The exciting partnership will right for optimal performance and Photography: over the country. backpacking with the secret motive see Pavey compete as part of the for this reason I’m very excited to be CLIQQ PHOTOGRAPHY The interest in running is huge www.cliqq.co.uk of returning to running while away. Saucony UK Hurricane Team for partnering with Saucony. and to that end the first National Twitter: @CliQQphoto With limited space, she could only Running Conference is to be held at the the remainder of 2018, sporting the “I was very impressed when take one pair of trainers to last the SUE CARR. Birmingham NEC in January next year. latest Saucony kit and supporting the testing the shoes as they provide Accounts: And how is the running market full six months of training, and she brand at events, races and product the perfect balance of flexibility and Tel: 01206 505903 changing with new moves being made chose to pack a pair of Sauconys. launches. support. Looking after my feet is Published by Maze Media (2000) Limited, 21-23 Phoenix Court, by Nike? Paul Sherratt examines the The shoes held up well, Pavey was She will wear the brand’s one of the most valuable things I’ve Hawkins Rd, Colchester, Essex company's strategy to service the end injury free for the first time in best-selling Ride 10 shoes. The learned over the years. Getting the CO2 8JY consumer directly and what that means years and upon her return to the athlete’s racing and travelling right shoe is so important to enable for retailers. UK she made her first ever major experience provides invaluable the feet to function properly.” All contents © Maze Media (2000) championships at the 1997 World messaging in line with the brand’s Saucony Hurricane Team Limited. The views expressed in In 2018, women’s issues have been this magazine are not necessarily hitting the headlines, and it’s clear that Championships in Athens. #RUNYOURWORLD Campaign, Manager, Nick Hardy said: “At those of the publisher. Every effort Twenty years on, Pavey is which encourages all runners to Saucony UK we’re delighted to have is made to ensure the veracity and how we reach out to women as sports integrity of the companies, persons, brands and businesses needs to be excited to see how the brand can showcase their running world. someone of Jo’s calibre join the products and services mentioned in given some serious attention. Fiona aid her once more: “Now I’m a On the partnership, Pavey added: team and feel that she completely this publication and details given are believed to be accurate at the Bugler looks at how to engage with busy middle aged mum but I have a “I’ve had a long career and have encompasses the brand messages. time of going to press. However, no women in sport. better balance in life. focused on looking after my body, “Jo’s fun, varied lifestyle responsibility or liability whatsoever And talking about large markets, “I’m much more chilled out. In carefully analysing my training and represents our ‘Run Your World’ can be accepted for any consequence or repercussion of responding David Owen explains why UK fact, I’m probably more like I was nutrition with regular massage and philosophy perfectly and she’ll to any information or advice companies should take the trip to the when I was backpacking, it feels stretching. help us to pass this message onto given or inferred. No part of this publication may be copied, broadcast, Far East and attend ISPO Shanghai. like I have done a full circle. Just “I have also become very selective a wider audience whilst providing interpreted, or stored, in any form, I hope you enjoy reading the May like when I was travelling, I’m about what I put on my feet. With valuable experience to the Saucony for any purpose, without the written issue. wearing Saucony running shoes the amount of years I’ve been Hurricane Racing Team.” permission of the publisher. Sports Insight has a current ABC certified circulation of 5,352 (audit period July IN PARTNERSHIP WITH 1, 2015 to June 30, 2016). The Audit Bureau of Circulations (ABC) is an The official publication of the Federation of Sports and Play Associations independent audit watchdog that verifies magazines’ circulation figures, providing accurate and comparable data for advertisers. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to conform to industry standards. UK/ROW subscription: £25/£42.50 for one year (10 issues).

www.sports-insight.co.uk SECOND 401 NEWS FESTIVAL OF All the very latest in the sports industry... RUNNING TO Mike Seaman, Director of BE HELD Raccoon Events, commented: “We are thrilled to announce the The 401 Foundation have Launch of The National launch of The National Running announced the second annual Show 2019. It is very exciting to 401 Festival of Running. be building on the success of the Organised by The 401 Running Show 2019 inaugural show by bringing in Challenge’s Ben Smith in aid of more big brands, increasing the The 401 Foundation, this event The organisers of The National Partner of the show and will be Endurance runner Susie Chan interactive sponsor areas and takes place on August 25-26 in Running Show have announced continuing its support, showcasing and Ben Smith, who is well known welcoming both returning and new Portishead, Bristol. that the 2019 event will take Ron Hill, Hilly, Altra, Saucony and for The 401 Challenge, will be faces to the speaker programme. With the heart of the running place on 19th-20th January at Polar. Five new feature areas have co-hosting the packed two-day “It is an honour to have running community in mind, this event the NEC, Birmingham, and ticket been confirmed for the 2019 show, as speaker programme, chatting icon Paula Radcliffe lined up looks to encourage runners sales are now open. well as a second theatre. with fellow runners and leading for the 2019 event as she brings of all abilities to challenge This will be the second staging Visitors to the 2019 show can look discussion panels. New to the such a wealth of experience and themselves further than they of this innovative new expo that forward to a much larger floor space speaker programme for 2019 will knowledge.” thought they could while enjoyed huge success at its inaugural and many more interactive elements be BBC Radio 2 host and marathon Anyone wishing to register helping to raise money for event in January this year. The show such as free gait analysis and trainer runner Vassos Alexander, alongside interest in becoming an charities close to their hearts. saw thousands of runners gather fitting, free nutrition and injury another inspiring line-up of key exhibitor or partner of The The festival offers races from under one roof like never before, to be advice, product launches, on-site figures within the running industry. National Running Show 2019 500m for children through to thrilled and inspired by a first-class competitions and more. Returning Jo Pavey will be back to captivate should contact Mike Seaman a weekend challenge which line-up of sports brands, retailers, sponsors who enjoyed enormous the audience with her wisdom directly by email, at mike@ will see people run a total of nutrition experts, race organisers, success at the inaugural show cultivated over years of hard nationalrunningshow.com. 26.2miles. communities and expert speakers. include Go Run Right, Run3D and competition. More details about the Tickets are on sale on the Charlotte Pinder, Having listened to feedback Sports Injury Fix. speakers will be announced soon. website and cost £10 per person Partnership Manager, said: requesting even more brands, Of particular excitement for the The show has deliberately been for the weekend. “Launched by the man who The National Running Show has 2019 event is the attendance of timed to take place pre-race season, Go to nationalrunningshow. famously ran 401 marathons in announced that many big names British long-distance runner Paula so that runners can safely plan their com for further details, like the 401 days, The 401 Foundation's in running will be present at the Radcliffe, who will be speaking on race calendar and nutrition while Facebook page and follow @ mission is simple! We 2019 show. Up & Running has been Sunday, January 20, and closing adopting their kit and technology nationalrunshow #runshow19 on passionately strive to help confirmed as an Official Retail the show. brand preferences. Twitter and Instagram. people build their confidence and self-esteem along with tackling mental health and self-development issues, by financially supporting local JD Sports to buy community projects and The Pulse Group individuals directly. Inviting people to be part of something truly innovative, inspiring and The Finish Line receives private empowering, help us make a JD Sports Fashion PLC has presence in the US, a clear next step positive change today, for a agreed to buy US retailer The to further increase our global scale. brighter tomorrow.” investment Finish Line for £396 million. Finish Line has many similarities The 401 Festival of Running Finish Line is one of the largest to JD with a strong bricks and Leading leisure solutions 2017 saw 3,000 runners take retailers of premium multi-branded mortar offering complemented supplier, The Pulse Group, has part both at the live event and athletic footwear, apparel and by an advanced and well-invested received significant investment through virtual races. With a accessories in the United States. digital platform. We are looking from Entrepreneur Mo Chaudry combined social media reach of Finish Line trades from 556 forward to working with Finish of M Investment Group. over 500,000 and ticket sales Finish Line branded retail stores Line's experienced management Alongside Chris Johnson, MD of for this year are already at 30 across 44 US states and Puerto Rico team to bring best in class retail The Pulse Group and Dave Johnson, per cent. in addition to a well-established theatre to the US. Our combined Production Director, Mo will act as Pinder added: “We are also multi-channel offering. Finish extensive knowledge of the retail Chairman joining a talented board thrilled to announce the first of Line is also the exclusive retailer market and our product and of directors. Founded by Chris and our sponsors for 2018. Teaming of athletic shoes, both in-store marketing relationships with global Dave Johnson in 1980, The Pulse up with TrueStart, Nicework, and online for Macy's, one of the brand partners will benefit our Group has provided business support EtchRock and Virtual Runner US' premier retailers, operating customers, in turn supporting the to more than 75,000 leisure facilities UK, the next event will look 375 branded and 188 unbranded continued future growth of JD. This in 30 countries across six continents (FROM LEFT) DAVE JOHNSON, to cement The 401 Festival MO CHAUDRY AND CHRIS JOHNSON concessions within Macy's stores. is a landmark day for JD and will be over the last 38 years. of Running as one of the UK’s It offers JD Sports the transformational for the business.” The company currently provides Chris Johnson said: “As a favourite running festivals.” opportunity to expand its market Bill Carmichael, chairman of the business support solutions to over hugely respected and successful Anyone wishing to register leading elevated proposition into special committee and lead director 100 UK clubs and operates 15 fitness, businessman and long-standing their interest in becoming an the most significant global market. of the Finish Line Board of Directors leisure and soccer centres. The Pulse customer and supporter of The exhibitor or partner of The It immediately gains the benefit of said: “The Special Committee Group will soon operate a further Pulse Group, Mo shares our view 401 Festival of Running 2018 a significant physical and online appointed by the Finish Line board four soccer facilities in partnership and philosophy for the business. should contact Charlotte retail presence and increases the recommended and the board voted with Liverpool City Council and With Mo’s experience and expertise Pinder directly by email, at importance of the company to its unanimously to approve entering the FA. and his committed investment to [email protected] major international brand partners. into this merger agreement. With Chaudry brings with him a wealth the Pulse family we look forward To read more about The On completion of the Acquisition, JD, Finish Line achieves immediate of experience and business acumen, with excitement to the next stage of 401 Foundation and The 401 the company will focus on bringing value for its shareholders and moves as Chairman for M Club Spa & growth for the company in 2018 and Festival of Running go to JD's highly differentiated multi- into a stronger position to compete Fitness chain, owner of the UK’s beyond.” www.the401.foundation or channel retail proposition to the US as part of a global enterprise that most successful waterpark, Water Mo Chaudry said: “Having worked follow them on social media market. leads in our industry." World Leisure Group, in Stoke- closely with the team over the years #makeadifference Peter Cowgill, executive Finish Line is listed on the on-Trent, and owner of Adventure throughout the set up of M Club Facebook - chairman of JD, said: “We are NASDAQ stock exchange Mini Golf. The investment will Spa & Fitness brand, I have always the401festivalofrunning extremely excited to be joining up with a market capitalisation see Chaudry become a majority been thoroughly impressed by Twitter - @the401fofr with Finish Line, a well-established of approximately $425 million shareholder in The Pulse Group. Pulse’s offering - their knowledge Instagram - @the401fofr US operator. The acquisition (approximately £301 million) and The team has created a five-year and expertise was invaluable to my Facebook - represents an excellent opportunity employs around 3,700 full0-time growth plan to propel the business business. ” the401foundation for JD to establish its market leading and around 9,300 part-time staff forward, setting them up for With The Pulse Group’s ongoing Twitter - multi-brand proposition in the Completion of the deal is continued success in 2018. Together, success both in the UK and @401foundation world's largest athleisure market. expected to take place no earlier the two organisations employ over worldwide the ambition is to double “It immediately offers a major than June 2018. 500 staff and have a combined the size of the combined Group over turnover of £40m. the next five years.

@SportsInsightUK

ISPO Digitize

The digital future starts now ISPO Digitize – an annual digitalization event The digital transformation has already changed the ISPO Digitize will be held for the first time on June 28 and structure of the sports industry throughout the entire 29, 2018 at the ICM - Internationals Congress Centre value chain. Whether it’s new production techniques, München and then annually thereafter. Over two days, the increasing fusion of technology and functionality in experts will teach digital skill to both digital newcomers sporting goods or shifts in sales and marketing activities, and more advanced individuals from retail and industry which place the customer centre stage, systems are to enable them to get to grips with and implement the becoming more and more complex and require new transformation in their own companies. The Digital know-how. Readiness Check will form the basis for this, a new tool which, for participants, answers the question: “How ‘ready’ Knowledge and digital skills are often found is my company for digitalization?” The check puts each to be lacking in companies. individual company to the test from a digital perspective. However, these are essential for understanding and The analysis will depict the current status quo and the being able to properly make use of the numerous digital areas where the company needs to make improvements solutions now available on the market. Klaus Dittrich, in order to catch up. Participants can do the check now at chairman and CEO of Messe München, said: “We have ispo.com free of charge. The results will then influence the recognized this challenge and with ISPO Digitize we content of the event. have created a platform designed to support the digital As an interactive event, ISPO Digitize will address transformation of the industry. Our aim is to strengthen participants’ questions and needs. They will receive the sports industry and sports retail and help to guide personalized responses in workshops, roundtables and them towards a digital, competitive future.” expert town halls. “The topics won’t be set in stone and products won’t simply be showcased. Through interactive measures, customers will discover what opportunities digitalization can offer them and how to put the tools and solutions to good use in their own companies in effective, sustainable and profitable ways,” explains Klaus Dittrich.

Contact Pattern Ltd for more information

Tel.: +44(0)203 375 8230 Fax: +44(0)207 378 0215 Email: [email protected] www.pattern.co.uk NEWS 9

begin to feel the CORE benefits today. The CORE programme is a Wiggle unveils demonstration of DW Fitness First's commitment to deliver their mission in the ultimate personalised new global rebrand way: From serious sports players to those just looking to move a little more, DW Fitness First offer the and philosophy products, the environments and the encouragement people need to be all Wiggle has unveiled the global kinds of active. relaunch of its brand as it continues Providing the option to book to refocus its multi sports offering. exercise classes from the DW Fitness Over the last year, Wiggle has First timetable, DW Fitness First's undergone extensive research and CORE app makes planning weekly customer consultation to reveal the workouts easier. Members can invite insight that unites us all in sport. It’s that friends to a free workout session, abstract feeling, unique to an individual – that rush of satisfaction, of track their training and progress with pride, of commitment. Whatever that feeling is, it’s about doing your sport ease and receive exclusive access to re-live it. to fantastic training programmes. Wiggle talk about that intimate feeling through the language of GET With the CORE+ card, members THERE; a new positioning for the brand. will receive an extra ten per cent off The goal of the positioning is to drive reappraisal of the brand and its everything in-store and online at DW multi sports offering amongst existing customers and marks a significant Sports. effort by Wiggle to drive mass awareness of their brand via TV for the first DW Fitness First has partnerships time in two years. with several sporting national The integrated campaign is fronted with a new cinematic TV ad that governing bodies, and is the official brings this philosophy to life and captures how cyclists, swimmers and retail and fitness partner of the four runners GET THERE, supported across social, with a print and PR DW Fitness athletics and running Home Nations campaign running across major sporting titles. (England, Welsh and Scottish The revamp of the brand also includes the introduction of a more Athletics and Athletics Northern contemporary style and upgraded onsite experience featuring authentic launches CORE Ireland). Via the CORE app, users imagery. will be able to challenge their Dan Staples, Director of Brand Marketing at Wiggle, said: “Our DW Fitness has launched incorporate exercise effortlessly into favourite athletes and join national customers have all experienced ‘there’. At Wiggle, we want to facilitate CORE, its brand new loyalty every day life. leader boards. that feeling, providing them with the gear, advice and inspiration to arrive programme and app available From exclusive discounts on With every pound spent in- at that destination. for all customers. sportswear favourites including store and online, DW Fitness First “Customers can still expect the best products at the best prices, and A market first, CORE rewards Nike, Adidas and Puma, to special in- customers will be supporting grass our renowned service, range and convenience but the site will become a both DW Fitness First gym store offers, access to competitions roots sports through the partnership destination to inspire, educate and facilitate GET THERE moments.” members and sportswear and exciting experiences, DW with a range of UK sporting bodies, customers, helping users to Fitness First invites customers to including English Athletics.

www.sports-insight.co.uk 10 NEWS

IRONMAN Europe, Middle East and Africa welcomes Enervit as Official Nutrition Partner IRONMAN has entered into a significant partnership with sports nutrition innovator Enervit. The agreement will run through 2022 and covers more than 40 events annually in Europe. Alberto Sorbini, President of Enervit S.p.A, said: “For us, at Enervit, becoming the ‘Official Nutrition Partner’ for IRONMAN European WILL BROWN (IRONMAN/LEFT) AND ALBERTO Series is a dream come true. SORBINI (PRESIDENT OF ENERVIT S.P.A./RIGHT) It means that our company Sport England survey highlights extraordinary now has the opportunity to make our products known to IRONMAN athletes across the region and we are looking forward to help them discover growth in group exercise and interval training the nutritional strategies around our products. This is an outstanding opportunity that only IRONMAN can provide to us. Thanks to the strength Sport England’s Active Lives Ross Perriam, CEO of EMD of the fitness brands we are working of the IRONMAN brand, its extraordinary reach and popularity, Enervit is Adult Survey Report has UK, the national governing body with to constantly develop the sector ready to become a renowned player in many new European markets.” revealed a significant increase in for Group Exercise, said: “With and the number of leading leisure Will Brown, Vice President Global Partnerships Europe, Middle East the popularity of group exercise only two years of full data available operators who now recognise the and Africa for IRONMAN, said: “Enervit has five decades of demonstrated following a surge in popularity Sport England feel it’s too early to impact that group exercise has on success and passion in sports nutrition, and I’m delighted to welcome them of interval training, with a year- meaningfully talk about trends over membership retention.” as a Premier Partner of the European Series. Their products are at the on-year increase of over eight time, but we’re absolutely thrilled The figures released in November forefront of the industry and this partnership will provide our athletes with per cent. that these results reinforce the 2016 showed 6.3M people taking part a consistent and innovative portfolio, at our European events, on a With increasing demand for high work we do in promoting group in fitness classes and 1.9M in interval long-term basis.” intensity fitness classes and interval exercise, training the workforce training. By November 2017, fitness As part of the agreement, Enervit will become the Official Nutrition training, the survey shows that 8.9M and introducing new brands to the class participation has increased to Partner of the European series of the world’s leading mass participation people now choose group exercise market. 6.5M and interval training to 2.4M. company, for the next five years, and will focus on generating brand to stay healthy, making it a more “This growth has been fuelled by The fourth Active Lives Adult awareness to a large proportion of IRONMAN’s one million strong popular form of exercise than either a number of factors including the Survey Report (May 2017 to 2018) athlete base. swimming (4.5M) or running (6.9M). quality of our instructors, the calibre will be released in October 2018.

@SportsInsightUK New Hot & Cold Therapy Supports by Koolpak The professionals’ choice

Introducing the latest range of sports injury products to help put you back on the road to recovery.

With immediate treatment essential to help speed up recovery times the Koolpak range of sports injury products are perfect to help with the treatment of soft tissue injuries, sprains, bumps and bruises. The New Hot & Cold Therapy Supports are a very effective and efficient way to combine heating and cooling with compression to help improve recovery from injury. The supports can be used on body parts such as a Knee, Ankle, Shoulder or Back and conform to the body with the aid of the Velcro attachments.

For more information and trade pricing please contact: Tel: 0800 180 4285 Email: [email protected] www.koolpak.co.uk 12 ISPO SHANGHAI Get ahead of the game – make your way to China David Owen of Pattern Ltd (UK & Ireland Representative for ISPO Shanghai),explains why UK companies should take the trip to the Far East

oes your company need to approach a new market? Well there isn't a much Dbigger marketplace than China. The outdoor and sport marketplace in China is booming and continuing to grow. According to the 13th five-year plan issued by China’s State General Administration of Sports in May 2016, the total turnover within China’s sports industry will amount to more than $460 billion by the end of 2020. However, China’s long-term goals are even more ambitious: The State Council has set a goal for the total three go to China. The brands do go David said: “The relationship output value to reach $725 billion by via their distributor but it's better with Tmall is good because it helps 2025. In other words, the Chinese to put yourself on the map initially companies open a flagship store government will do anything to as a company as well as the brand. quickly and easily. That helps the ensure that the market grows by 20 You're going to be doing a better job brands that come to ISPO Shanghai per cent annually over the next ten of engaging people if people from the to get in there quicker – a green light years. company actually go over. Then they channel.” So ISPO Shanghai, being held at find a foot in the country, obviously ISPO is working closely with the the Shanghai New International a lot of the manufacturing happens China Outdoor Retail Association, Expo Centre (SNIEC) on July 5-7, is in China anyway. So that could be CORA, to benefit both organisations. the place to be to introduce yourself combined at being at the show then David said: “The outdoor market to the market. going to check out the factory.” is growing as the Government is In 2017, the show hosted 572 ISPO are making moves to attract encouraging the population to be companies during the fair and more British companies out to more active. To get in on the ground attracted around 14,000 visitors. Shanghai and are in talks with a floor of a burgeoning market one David Owen, said: “It's an number of organisations. There will needs to be there now rather than incredible market, so now is the time be a British pavilion and measures in five or six years time when it has to get to China and put yourself on in place to make sure that those developed. the map.” who make the trip have the best “One of the things we have had to ISPO Shanghai predominantly experience. do with ISPO Shanghai is redesign focuses on summer sports and the David added: “We have a huge David said: “My strong quickly and easily. the show to match the way the most important sporting trends. program to encourage British recommendation to all the Alibabas Tmall is a cross border market sees things in China. Now it In addition to the numerous companies that come to the show to companies going there, whether B2C platform for official brand has been split into five segments to potential business, ISPO Shanghai feel well integrated – it's obviously they are visiting or not, is to join the stores that want to sell from give people the angle that they want. offers the latest Asian-Pacific a different landscape to the one we Market Introduction Programme abroad to China: This means that “It's absolutely 100 per cent fair market studies, which are held know from the UK's viewpoint.” because I tagged on to that a the platform only accepts foreign to say though that ISPO Shanghai in forums such as the Asia- So far, many companies have couple of years ago and it was very traders who offer 100 percent is very, very Chinese. The vast Pacific Region Trail Running been prevented from expanding interesting, even just from the authentic products and can prove majority of visitors of the 14,000 Summit, the China Kids Sports due to opaque bureaucracy, perspective of taking ideas away that this. that attend are from China .” Industry Development Forum, the threats of product piracy, and a you could use in the UK.” With Tmall, you can currently There are funds available to Watersports Industry Forum and language barrier that should not be Anyone who wants to be reach over 400 million consumers. British companies who wish to the Sports Fashion Trend Forum. underestimated. For this reason, successful in the Chinese A flagship store opens the door to exhibit in Shanghai this year via David added: “We want to attract ISPO Shanghai is organizing the e-commerce market cannot avoid a thriving market. ISPO and Tmall the FSPA and Outdoor Industries more UK firms out to Shanghai. three-day Market Introduction Tmall. Tmall is the world's largest support you in opening your own Association and David Owen is “The motivation for doing this Programme for China, where e-commerce marketplace and is part flagship store, so that you can organising the UK Pavilion at the from the UK side is that we get companies on site can be advised of the Alibaba Group. A cooperation successfully enter the Chinese show. The pavilion is a great way for over 100 UK companies to ISPO on the most important issues by between ISPO and Tmall enables e-commerce market right from the companies to exhibit at the show in Munich and literally only two or experts. companies to open a flagship store start. with minimal organisational effort.

@SportsInsightUK NEWS 13 CRAFT Sportswear named Official Performance Apparel and Footwear of Spartan elite OCR athletes who require technical apparel that allows for maximum performance,” said CRAFT Sportswear North America CEO Eric Schenker. “For decades, CRAFT has engineered ergonomically superior products for some of the best athletes in the world, and we’re excited to be the first company to apply that same sport-specific knowledge and research towards developing the first-of-its-kind performance thermal needs of obstacle racers. Barbed Wire Crawl. apparel for Spartan athletes. Having recently introduced the “CRAFT has a proven track CRAFT is for Olympic Champions brand’s performance footwear in record for engineering the best and everyday heroes and anyone Europe, CRAFT’s all-terrain shoe functional apparel for endurance that finishes a Spartan race has for Spartan athletes will be its US sports, and we’re excited to team certainly earned that title.” footwear debut. The first-of-its-kind up with a global brand that shares Spartan and CRAFT Sportswear same scientific techniques and The OCR-specific “Powered By” shoe will be designed specifically for our passion for performance and have entered a global sport-specific knowledge it uses CRAFT line of Spartan apparel the obstacles and natural elements competition to develop the first partnership, naming the leader in developing Olympic-caliber and footwear is currently under athletes face on the OCR trail. The Olympic-caliber OCR-specific in technical performance performance apparel for World development at the company’s “Powered By” line will roll out in apparel and footwear,” said apparel as “official performance Tour cycling teams and Olympic sports science laboratory in Sweden. early 2019, with co-branded apparel Spartan Founder and CEO Joe De apparel and footwear” of the cross-country skiers as well as Spartan athletes face elements that from CRAFT’s existing training line Sena. “With intense competition world’s largest obstacle race and runners and athletes at all levels. require full functional movement launching in Summer of 2018. unfolding at each race, and athletes endurance brand. CRAFT is currently available in and, at times, extreme temperatures. Spartan events focus on sport pushing themselves to the limit, The multi-year partnership will more than 39 countries, while With just milliseconds on the line and athleticism, pushing the bodies the CRAFT ‘Powered By’ line is a see the two brands developing the Spartan has more than 200 races between elite finishers, CRAFT’s and minds of competitors to the much-needed addition and step first high-performance technical across more than 30 countries team of designers and technicians limit across miles of unforgiving forward for the sport as we continue apparel for the rising sport of around the world. pay strict attention to detail, with terrain while they conquer signature to attract global brands developing Obstacle Course Racing (OCR). “The growth of Spartan has every stitch and seam meticulously obstacles such as the Spear Throw, products specifically for our race CRAFT will be applying the created a competitive field of placed to address the ergonomic and Inverted Wall, Monkey Bars and and fan community.”

www.sports-insight.co.uk 14 NEWS Bringing the running community together Mike Seaman, organiser of the National Running Show, explains why they have set up The National Running Conference

Running is one of the biggest voice. A few of us felt that there mass participation sports in the was a gap in the market for a day UK. Running is also one of the when everyone in the B2B running most inclusive and accessible market could come together and do sports – it has a low financial this. To fill this gap we created The barrier to entry and most people National Running Conference: a Breathe Unity and the National opportunities in the UK running have access to a safe place to one-day B2B event for the running Running Show. The event has market. run. industry. a strong focus on networking The running community is here There are over 800,000 running The National Running and provides a meeting point for to stay and getting bigger by the events in the UK every year and Conference is a unique opportunity communities, brands, retailers, day – our aim is that the National our biggest marathon has almost for senior decision makers from events, official sport bodies, sports Running Conference will become 250,000 applications to fill around our community to come together businesses and services with plenty the annual meeting point for our 40,000 places. Parkrun alone has and discuss the future trends of opportunities to make new community. If you join us, we 1.6m runners and in 2014 a survey that are shaping the UK running connections and to meet old friends. promise that this day will become from a sports market research market. This one-day conference is The Conference sessions provide an essential part of your working business estimated that there were packed full of educational content, in-depth industry analysis, and year, as well as being highly 10.5m runners in the UK. Does this practical business advice and offer insight into future trends and enjoyable and something you look make running the next big thing? networking opportunities. It is also technologies that will shape the forward to being a part of! No. It’s already a big thing… and a conveniently located at the NEC on development of the UK running The National Running big opportunity! the day before the National Running market. Sessions will be delivered Conference takes place on 18th Despite this size of the market, Show, ensuring that the event will by a range of industry leaders January 2019 at the NEC in there aren’t many opportunities in be well-attended. from both the UK and overseas, Birmingham. If you’d like to find the calendar for our community to The event was born from a who will share their expertise and our more about how you can be get together to share knowledge, collaboration between three opinions about how your business involved then e-mail us at: info@ network and develop a collective communities – UKRunChat, can capitalise on the emerging nationalrunningconference.co.uk

www.sports-insight.co.uk

16 NEWS

business. We look forward to driving including running, high-intensity continued growth in the region.” training, cross country skiing, speed 2XU launches Nordics subsidiary 2XU currently operates two skating and various team sports. Nordic outlets at Norwegian 2XU will significantly boost in three key markets around the and five years with sports retailer Outlet in Vestby, Norway and Hede its investment in the Nordics world: North America, the UK and Gresvig. Fashion Outlet in Goteborg, Sweden. following the announcement of Japan. Launching 2XU Nordics as Sørum said the launch of 2XU 2XU’s range of compression a new subsidiary in the region. our fourth key subsidiary market Nordics would fuel increased and apparel is also available to The Australian-based business will allow us to better serve our loyal investment in the brand within the Nordic consumers via the brand’s has launched 2XU Nordics AS in customers and consumers. We will region. ecommerce platform and various a bid to further elevate the 2XU be able to drive improved product She said: “Nordic consumers sports retail partners. brand in the region in 2018 and sell-through and make the necessary know and love 2XU for its The launch of 2XU Nordics beyond. The subsidiary takes over brand and trade marketing world-leading compression and continues the brand’s rapid global management of the Nordic region investments required to secure our high-performance apparel, but there expansion. 2XU is currently from former 2XU distribution future success.” remains a huge opportunity for our present in more than 50 countries partner Enjoy Sport AS. 2XU Nordics will be business to further increase brand worldwide via an extensive network Paul Higgins, 2XU Global CEO headquartered in Oslo, Norway, awareness and education in the local of subsidiaries and distribution said the launch of 2XU Nordics with regional offices in Sweden, market. partners, as well as a recently- was a significant milestone in the Finland and Denmark. The “The Nordics are home to the launched joint venture in China. brand’s 14-year history. subsidiary will be led by General most physically active consumers Since its launch, 2XU has He said: “2XU launched in Manager Ellen Sørum, who joins in Europe, and it’s an exciting equipped athletes of all abilities to Australia in 2005 and in the Nordics the brand following eight years with opportunity to lead the new 2XU train, perform and recover at their in 2008, and has become the number outdoor brand Bergans of Norway Nordics team into the next phase of peak across sports and activities one compression brand in the world and in the region. “The demand for premium sportswear is very strong in the Nordic market, driven by consumers’ active lifestyles and appreciation of quality brands. We’re very proud of the reputation 2XU has developed in the region and very appreciative of the Enjoy Sport team’s efforts in building this success. “2XU is enjoying incredible global growth and now is the right time to bring the operation of such a key region in-house. In addition to our global headquarters in Australia, 2XU now has subsidiary offices

@SportsInsightUK TECHNOLOGY 17

Who needs shock and awe? Take the stress out of sport Helen Ansell, International Marketing & Communications Executive, for Performance Health, owners of Vulkan and Sorbothane, describes the benefits of their products

CAN YOU GIVE ME SOME HOW DO THE DIFFERING This impact resistance is BACKGROUND ABOUT THE PRODUCTS TARGET SPECIFIC possible because of Sorbothane’s COMPANY? ACTIVITIES? unique viscoelastic material, which Performance Health is a leading Certain activities are often enhances the body's natural defence multichannel supplier within the associated with specific injuries. For mechanisms. On impact, the polymer global rehabilitation, recovery and example turf toe is a common injury deforms to disperse shockwaves sports medicine markets, with top in footballers who play on artificial laterally. This prevents shockwaves sports brands including Sorbothane, turf because of excessive upward from shooting vertically through Vulkan, THERABAND, Thera°Pearl bending of the big toe joint. In order the body, causing potential damage and Biofreeze. to protect this from excess stress to the ankles, knees, hips and spine. With a robust portfolio of and impact, the Double or Full strike Sorbothane insoles also provide 12,000 products. We have strong would be particularly effective. the correct support, alignment and partnerships with and distribute In Rugby or running, excessive cushioning to the feet, stimulating products to global industries training can lead to common injuries a domino effect of pain relief including hospitals, clinics, high such as heel pain (plantar fasciitis). throughout the body, whereby the street retailers, pharmacists, Sorbothane Heel pads or Single wearer’s sporting edge is not only internet traders and international Strike offer focused protection by maintained, but enhanced. distributors. cushioning the heel and reducing the high impact shockwaves the heel is DO THE INSOLES HELP TO HOW MUCH RESEARCH AND subjected to. DEVELOPMENT HAS GONE PREVENT INJURY? INTO THE RANGE? TELL ME ABOUT THE Yes. High impact activity generates The polymer Sorbothane has an SORBOTHANE INSOLE RANGE a greater level of stress on the joints impressive history and record The Sorbothane range offers a shock in the form of shockwaves. For of versatility, having penetrated absorbing solution for anyone from example, every time your feet strike various high tech industries across the casual hiker with the Cush ‘N’ the ground, harmful shockwaves the world. From protecting NASA’s Step or the avid Sunday league reverberate through the body at up space shuttle cameras to Medical football player, to the professional to 70mph. However Sorbothane is Multinationals, Logistics, Electronics athlete demanding ultimate proven to prevent 94.7 per cent of and Athletic Associations. This has protection and support with the these shockwaves from travelling driven a vast amount of research and Sorbo Pro. Sorbothane insoles limit from the feet and up through the development into making our insoles the trauma caused to the body during body during high intensity activities. the best they can be. It is a trusted exercise, having proven to repeatedly Limiting and reducing damage polymer as well as a brand, which absorb an unparalleled 94.7 per cent to joints, muscles, ligaments and has been instrumental in protecting of shockwaves, without performance tendons enables athletes to keep athletes and adventurers alike. degradation. performing at the top of their game.

Sorbothane insoles limit the trauma caused to the body“ during exercise, having proven to repeatedly absorb an unparalleled 94.7 per cent of shockwaves, without performance degradation ”

www.sports-insight.co.uk Sports Insight Full Page April.pdf 1 13/04/2018 16:32

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K NEWS 19 OPRO and England and GB Hockey announce partnership extension

OPRO have announced the renewal of its official partnership agreement with England and GB Hockey. The deal is for a further three years up to 2021 and, as part of the agreement, OPRO will supply mouthguards to the men’s and women’s Under 16s, Under 18s, Under 21s, and Senior Squads. OPRO have also been granted the rights to manufacture exclusive England and GB Hockey mouthguards, in both Custom and Power-Fit ranges, as well as the exclusive ‘my first mouthguard’ product. David Allen, OPRO CEO, said: “We are delighted to renew our partnership with England and GB Hockey during this exciting time for the sport. “It’s an honour to work with such iconic organisations and talented players, particularly in the lead up to to be working with the leading With over 20 years’ experience, the Vitality Hockey Women’s World manufacturer in the market. We OPRO is dedicated to bringing Cup later this year!” are also delighted to be joining up leading technology and safety to GM signs Ben Stokes Jonathan Cockcroft, Commercial to produce some exciting England athletes at all levels of sport and is Director at England and Great Hockey specific designs to launch in the official mouthguard partner of GM has announced the signing of Ben Stokes to a long-term Britain Hockey, said: “It is the build up to the Vitality Hockey a number of professional sporting cricket bat and equipment contract. fantastic to be able to continue our Women’s World Cup taking place organizations, including the UFC, As one of the most talented all-round cricketers in the world, GM look partnership with OPRO. With a in London this summer. We very Hockey Ireland, Scottish Hockey, forward to working closely with Ben over the coming years, helping him to mouthguard being such a crucial much look forward to bringing this Hockey Wales, Great Britain achieve maximum success by providing him with the best equipment. He piece of equipment for all hockey relationship to life during what is an Taekwondo, England Rugby, New will be using the GM Zelos L555 bat during his forthcoming fixtures. players in our sport we are glad exciting period for the sport.” Zealand Rugby and Australia Rugby.

www.sports-insight.co.uk 20

sportsThe place to source all yourhub products and services

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

Award winning Arena spiky 2 ASICS ATAK kids' goggles limited edition Gel-Kayano 24 Grip Socks Aqua Sphere leads the way in quality Arena designed their large Spiky 2 backpack The Gel-Kayano 24 represents the latest The simple concept which is revolutionising children’s goggles and the Seal Kid 2 for easy, hands-free transport of your evolution of the top model in ASICS’ the sporting world, ATAK grip socks feature continues to be a firm favourite. Now further swimwear and equipment. With adjustable Structured Cushioning line. Incorporating a grid of grippy material which is designed to improved with a robust buckle system for padded straps and back panel, this backpack revolutionary innovations in part derived keep the foot locked firmly in place to avoid even faster and easier fitting, talk to Aqua wears comfortably whether you're walking from the legendary Gel-MetaRun, the slipping and sliding when making quick and Sphere about ensuring your kids and adults or biking. From shoes to sports drink, all your new generation comes with a completely sudden movements which also helps to goggle selection is in shape for summer. items have a spot of their own. revamped upper that makes no compromise reduce blistering. Swimming, performance, style. when it comes to wearer comfort and stability.

[email protected] 015396 22322 01925 241041 (+353) 93 22400 www.aquasphereswim.com/uk [email protected] salesorders-uk@asics.com [email protected] www.solosport.co.uk www.asics.co.uk www.Atak.ie

Camelbak Digitalize Personalising Boobuddy Nano Vest Your Sales sporstwear Breast Support Weighing in at just 150g, CamelBak’s Nano aWorkbook is a multi-platform digital Offer personalised sportswear and uniforms Boobuddy is a new wearable band for Vest makes light work of long distance. catalogue and order taking app used by with Brother Embroidery Machines. Providing women who want additional support, Designed for both serious trail runners and brands and distributors to digitalize their customisation services allows you to generate comfort and confidence during sports and everyday minimalists, the Nano Vest carries sales process and deliver winning product additional income for your business from activities, particularly high-impact. The essential cargo along with two 500ml Quick presentations to customers. Save time, local sports clubs and businesses. The Brother Boobuddy helps prevent excessive breast Stow soft bottles. Available in multiple sizes eliminate errors and maximise sales with PR1050X and the PR670E are ideal for adding movement by adding more compression for a perfect fit, the vest is constructed around aWorkbook. Visit their website to see it in logos, names and numbers to tops, shorts, to the top of the chest therefore reducing CamelBak’s exclusive superlight 3D mesh. action and to request a demo. jumpers, bags and more. vertical and lateral movement. Asset protection for active women.

0116 234 4611 01460 279744 0161 235 0344 0779 329 2758 [email protected] [email protected] www.brothersewing.co.uk [email protected] burton-mccall.co.uk/brand/camelbak aworkbook.com www.theboobuddy.com

@SportsInsightUK 21 sports insight selects 990v4 Made in US A lightweight pigskin leather upper with mesh gives this classic men’s running shoe its inimitable look, while a combo of premium cushioning and stability deliver the feel that keeps you coming back. New Balance have made some subtle updates for this fourth generation: it’s more breathable, sports a lace keeper to keep the tongue in place, and a new streamlined “N” logo. www.newbalance.co.uk

New and Improved Pushing the limit Vibram FiveFingers SAFEJAWZ Gola Active push the limit with Zenith 2, this Supertee Range style features a high density open cell in-sock – V-Train Extro Series Supertee like you’ve never seen them before, New for 2017 evolved from the KMD Sport which provides added rebound and shock SAFEJAWZ, at just a few years old as new dynamic packaging gives the whole LS, V-Train provides the flexibility of the absorption and is constructed with a flat knit a company, is a brand that has become product range a new premium look. Whilst barefoot shoe with a little more structure, upper providing stretch and support during synonymous with sports protection draped the few updates to design give it yet more making it the perfect fitness and training shoe your run, whilst a custom- designed rubber in personality. They allow athletes to functionality making those kicks easier than in and out of the gym. The special sole design outsole offers traction and durability. showcase their personality in their sport, ever. Supertee give you the confidence to provides extra grip during lateral movements and bring out that #confidencewithin. perform at your peak. and rope work, also ideal for Power Lifting, Plyos and OCR work. Comfort, protection, grip, barefoot technology.

01535 600342 01706 212512 01702 530656 01922 453337 www.cartasport.com [email protected] [email protected] [email protected] [email protected] www.gola.co.uk www.charlesbirch.com www.safejawz.com

CRAFT Baselayers Compression New performance Award winning Partner with CRAFT and get ten per cent off your first order. You will also receive in store Ankle Sleeve superlight running socks This sleeve features 3D Geo Ribbing Comfyballs' lightest range, full mesh Awarded Best In Test by Men's Running point of sale options, staff uniform options and for optimal ankle support. The seamless microfibre. Extreme moisture management magazine, the new Hilly Lite-Comfort full staff training is supplied. CRAFT: functional, sleeve is incredibly lightweight and has a capabilities, limited insulating effect. Unique features space-dye knitting to the main body fashionable, Swedish Sportswear. flat bottom cuff so that it can be worn during packagefront technology. Officially distributed and mid-level cushioning in key impact zones. activity without discomfort. Perfect to wear in UK by Solo Sports. The design is completed with an under toe for recovery as well. Targeted support with seamless construction and a vented upper and comfort and mobility. arch. Stock is available on 24-hour delivery.

01685 812111 01789 294442 01539 622322 0161 366 5020 [email protected] [email protected] [email protected] [email protected] www.united-brands.co.uk www.dmp.uk.com www.solosport.co.uk www.hillysocks.com

www.sports-insight.co.uk 22

sportsThe place to source all yourhub products and services

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Represent Advanced composite Samba HICKIES something different technology Goalkeeping Gloves Lacing System Blaze Wear’s superb range of Heated The Evolution 0.6 Composite Stick features Samba’s new goalkeeping glove range Lace to the finish with no-tie laces that Clothing and Sports Heat Therapy 85 per cent Japanese Carbon with fibreglass includes the New Duo Palm Rollfinger adapt to your movement for the perfect fit. products deliver heat where and when it’s and Kevlar skeleton and inserts. Pro bend glove. The Get- it latex palm gives an Install once and slip on forever with the needed. The Sports Heat Therapy range to aid advanced skill execution with a improved grip in wet conditions, for added confidence of knowing you’ll never come offers targeted, deep penetrating, soothing mid-balance point and supersoft grip High security the latex bonded strips on the undone. Say hello to HICKIES the new era heat that eases pain and provides relief for friction lacquer finish on the face enhances inside of the palm keeps the hand in a more of laces. conditions ranging from sports injuries to ball grip and movement for close skills. stable position especially in wet, or hot and muscle strain. All Stock is available in the sweaty conditions. UK. ‘Feel the Heat’

0845 475 7510 01483 757677 01282 860077 HICKIES Europe SA Sales UK/IRE [email protected] [email protected] [email protected] damian@unify-bp.com www.blazewear.com mercianhockey.com www.sambasports.co.uk hickies.com

Hex Optimum Freedom ISO 2 Mac in a Sac Neon The Freedom ISO 2, part of Saucony's Be seen in the highly waterproof and Forearm Sleeves Beachbums White Noise – Life on the Run collection, breathable (7,000mm / 7,000gsm) MIAS Superior forearm protection available Optimum’s Beachbums are the perfect is available in May. Improving its award NEON. With YKK water repellent zips, in 9mm Hex Technology. Ideal for Summer swimming shorts available in a winning formula of a full-length EVERUN fully taped seams and concealed hood the all contact sports. hDc Moisture range of standard block colours and fun midsole for continuous cushioning and NEON offers performance and lightweight Management Technology is all designs including Aloha! and Gone Bananas. enhanced the upper with the debut of their packability. Offered to retail with attractive about cool and dry. Breathable and The shorts have an elasticated waist and ISOKNIT construction. mark-ups and POS display stand. Become a lightweight. Fully machine washable. drawstring and are made from quick dry stockist today. Light. Bright. Packable. Includes one pair. Available in S – XXL. fabric, with three pockets and mesh lining.

01582 670100 01942 497707 0800 2061491 028 9079 0588 [email protected] [email protected] www.sauconyb2b.eu [email protected] www.mcdavid.eu www.optimumsport.com [email protected] www.macinasac.com

@SportsInsightUK 23 sports insight selects The Ali'i by Zoot Sports Inspired by Kona, Hawaii, home of IRONMAN World Championships and birth place of Zoot Sports, the Ali'i brings a fresh look to running. This lightweight neutral running shoe is perfect for racing and just right for tempo runs and track workouts. The Boaå¨ Closure System delivers a fast, customized, and comfortable fit. www.zootsports.com

Ready for Russia Precision Fusion Compression Sorbothane The new Reusch Prisma LTD range will be associated with the World Cup in Sala Futsal Ball Short and Cup Sports Insoles Available in Size 3 & 4, the Fusion Sala Great for cricket and combat sports. Offers Sorbothane is your game changer. Russia as a number of goalkeepers are set is the latest specialist ball edition to our superior cup alignment and comfort allowing Absorbing an unparalleled 94.7 per cent of to be wearing them. The glove featured Futsal range! Now available for purchase. range of motion and premium protection. high impact shockwaves with every stride, here, the Prisma Pro G3 Fusion Evolution Includes Bio Flex Core cup to protect all the Sorbothane promotes maximum sporting LTD, features a new asymmetric cuff and vital areas and shorts. Shorts constructed performance, while providing superior the latest fusion palm technology. with four way stretch, moisture wicking comfort and durability. Sorbothane insoles fabric and chafe-free flatlock seams. Available work in perfect harmony with your body and in black and white. how you move.

0161 439 4383 [email protected] 01582 670100 03444 124 330 [email protected] www.reydonsports.com [email protected] [email protected] www.reusch.com 0115 938 6444 www.shockdoctor.co.uk www.performancehealth.co.uk

Manchester City FC Sports Performance Zoo Sport Daryl Gurney Show your support for the newly crowned 2017-2018 Premier League Insoles Primal range Steel-tip Whatever your sport reduce your risk of The new Zoo Sport Primal range, in navy and World Grand Prix Champion Daryl Gurney Champions. TFS has a huge range of over injury with Enertor advanced technology black, features a stylish range of polos, tees, is a PDC superstar, and these striking 300 Manchester City FC products from insoles. Enertor insoles provide superior hoodies, shorts and track pants. Featuring dry darts have ensured he gets noticed on the Homeware to Jewellery including this shock absorption for better pain relief and fit breathable-fabric with a unique gel oche. These 90 per cent tungsten darts stylish Executive Travel Mug. improved comfort. The unique design features silicon logo. incorporate Titanium Nitride coating protect your feet with every stride. Worn and for a long-lasting performance grip. The endorsed by Usain Bolt. Powered by D3O sleek profile allows for close grouping and shock absorption. pinpoint accuracy.

01969 625300 01202 812000 0113 253 0491 01656 767042 [email protected] [email protected] www.zoo-sport.co.uk info@winmau.com www.footballsouvenirs.net www.enertor.com [email protected] www.winmau.com

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

Rock Chalk Bag Women's Cirrus Pack some heat! The Marmot Rock Chalk Bag features a stiffened rim A new and exciting piece coming to the Mac in a Sac which creates a wide opening and tight closure which Flex Jacket range. Reversible and packable with RDS approved Worn as either a lightweight outer or warm midlayer, prevents chalk leaking. The flat bottom also allows down. Target Dry's new POLAR jacket is available in the Cirrus Flex Jacket is incredibly versatile, offering the bag to stand upright. It also has a webbing belt, a various colours and in men's and women’s styles. Offered durability, breathability and freedom of movement. toothbrush holder and is fleece lined. to retail with attractive mark-ups. Become a stockist Suitable for long mountain days in the likes of Scotland, today. Reversible, Packable, Down Jacket. Chamonix and beyond, this versatile jacket is a key piece www.marmot.com for anyone who regularly gets out into the mountains 028 9079 0588 [email protected] rab.equipment/uk www.targetdry.com

Adventure First Aid, 1.0 MerinoFusion SKI Alpine The North Face Ultra 110 The Adventure First Aid 1.0 contains supplies to treat cuts and scrapes, sprains, insect bites, headaches, muscle Tour Women's GTX Midweight performance fit with friction-free slide zones Built to deliver superior performance whatever the aches and allergic reactions. Adventure Medical Kits' for easy boot entry. MerinoFusion technology provides environment and conditions, the Ultra 110 is a trusty exclusive Easy Care First Aid System organizes items warmth and maximum leg protection. The cushioned partner on a variety of terrains. Walk comfortably across by injury with injury-specific instruction cards to help forefoot keeps toes warm. It is comprised of 21 per cent uneven ground with Snake Plate technology protecting anyone quickly and confidently give first aid. Merino Wool, 20 per cent Endurofil/Polypropylene, your feet from stone bruising. A breathable Gore-Tex 58 per cent Nylon/Polyamide and one per cent Lycra/ waterproof membrane shields your feet from rain and www.adventuremedicalkits.com Elastane. puddles, while a durable UltrATAC rubber outsole and robust toe cap give you maximum protection to help you www.bridgedale.com move confidently across the ground.

www.thenorthface.co.uk

@SportsInsightUK OUTDOOR INSIGHT 25

Business is booming in the bushcraft industry James Gregory, responsible for Heinnie Haynes marketing and web content, talks to Mark Hayhurst about the online-only business and their future

ith the rise in the “Our site has become the place they ask if we can get them in. Often interest of bushcraft for the more committed outdoor we can, if we can get a supply chain and survival, Heinnie enthusiast – not your weekend going, then we do and it's often quite WHayes have been at the forefront of camper with a gas stove. Knives successful. So it's a good relationship supplying enthusiasts with the tools and multi-tools are 50 per cent of we have with our customers.” and equipment they need. the business but because of the Despite being an online-only The Cardiff-based business was controversy over knives we have retailer, Heinnie Hayes pride established in 1996 as an online diversified into bags, clothing, themselves on also having the retailer specialising in the sale of flashlights and that kind of thing.” personal touch collectors knives. The business began to diversify James said: “Unlike many similar Over the years, the business has about ten years ago, shortly after it business, we do take a lot of orders grown steadily, which has allowed was set up. over the phone because people ring vast expansion to the range of knives, James said: “Bruce spotted that up and ask for recommendations tools and equipment that Heinnie high-end knives were a good seller and want a bit of insider knowledge. Haynes now supply. The Heinnie and there were big margins in that It's a very straightforward process Haynes range still includes knives, area. And so then we discovered to order online but if they want a bit from the basic everyday tool to the that there were related areas to that more information then we are sitting section of society and its just meeting have a big impact on what we do. once in a lifetime, top of the range that people were willing to spend on on the end of a phone waiting for that need. The courier services would take on hand-crafted masterpiece. quality kit. their call. “I think there is greater access the responsibility of checking when All clothing items are hard wearing, “And that is the hallmark of It's always been Bruce's ethos that to outdoors – the wild camping delivering. useable kit, for tactical professionals Heinnie, everything is top quality kit. it needs to be a bit more personal and community is massive now. There “There's no laws been framed yet in the field or for the weekend in A lot of the clothing we do, TAD Gear if you give someone a good shopping are obviously issues with that but but there has been a consultation the countryside. Heinnie Haynes and Kitanica for example, the jackets experience then you do find that there are still areas that can be used period which has come to an end. We sell everything needed to kit out sell for £800. It's proper, full-on people come back.” for that kind of activity. There are are waiting to see what the outcome your EDC pack, from fire steels quality stuff that you wouldn't find in And Heinnie Hayes are still places you can go like Brecon and of that is going to be. We may be able to sharpeners, and flashlights to the high street. discovering that the market is Dartmoor and obviously Scotland to sort something with couriers but watches. “It's always been about that and it's definitely changing and expanding. has different laws. But there are still until we know exactly how it is going Now, 20 years on, Heinnie Haynes the same with anything that we do. James added: “It has become much places you can go, even if on a smaller to work we just don't know. have a dedicated warehouse and team We do have a bargain range and we bigger and the interest in outdoor scale.” “But it could have quite a of staff located in Barry, Wales. sell a lot of it at a lower price range but activities and bushcraft is massively However, there are a few things, significant impact if the couriers Heinnie Haynes' James Gregory the quality has still got to be good. bigger than it was five years ago that as a business, Heinnie Hays will need to able to prove the age of a said: “ Managing director Bruce “We occasionally have things we really. have to overcome – especially in the purchaser of a knife in person. Bollington set up the business in 1996 have seen and ordered in, look at it “There is a desire for bushcraft now sensitive area of knife sales. “We have never had a problem just as the dot.com thing was going and go 'oh no that just can't go on the out there, and I think people like James said: “Nowadays one of our because we have always done things nuts. He started it from his attic in site - it's just not up to standard'. We Bear Grylls and Ray Mears have biggest sellers is our UK-friendly absolutely by the book. We have got his own house. He started selling are all enthusiasts ourselves and we just filled that desire really. People carry knives. These must be a folding systems in place to make sure that multi-tools such as SOG, Gerber can say what's good and what's not. So wanting to get back to a simpler way knife that is both non-locking and underage people can't get the knives. and Leatherman that kind of thing – we can convey that to the customers of life. I guess we are all knocking has a cutting edge of less the 7.62cm However, there are bigger retailers, nothing else. And then he discovered as well. ourselves out week after week, so (three inches). mentioning no names, who have the knife market and then that's when “Often we have had to be able to go out in a tent with the “There is also new legislation that failed miserably. But it is the people the business moved into survival and recommendations from customers bare necessities is quite a freeing might be coming in banning sending like us which will suffer having done bushcraft. as well. They have seen items and experience. It's taken hold of large knives through the post. That may things properly and the bigger sellers will get away scot free.” www.sports-insight.co.uk LT COL ANDY BLACK AND CLAIRE WEBB, MANAGING DIRECTOR OF GO OUTDOORS SIGN THE ARMED FORCES COVENANT

3634OUTDOOR TRADE SHOW 2018 ATTRACTS BRANDS TO NEW VENUE

Preparations are well in hand for the UK’s largest trade show for the outdoor industry, the Outdoor Trade Show. The event has moved to EventCity, Manchester, for 2018 and will take place on July 3-5. A convenient location to both Northern and Southern based retailers, EventCity offers quality exhibition space, with modern facilities and easy access with its proximity RNLI and Helly Hansen to the M60 motorway network. announce strategic OTS showcases a wide selection of products, partnership to help save lives from backpacks through The Royal National Lifeboat Institution (RNLI) and Helly Hansen to clothing, footwear and have announced a new strategic partnership that will support the accessories from a great lifesaving charity’s aim of defeating drowning. mixture of brands, making it Helly Hansen, the global technical sailing brand founded in Norway in the convenient one stop show 1877, has committed to supporting the RNLI for the next five years through for retailers to get down to a variety of life-saving activities. These include delivering drowning some serious business. prevention messages to their customers, generating income, supporting OIA CEO Andrew Denton The new venue has fundraising and safety campaigns, product innovation and supplying the very attracted many new brands best kit to the RNLI’s lifesavers. joins the ukactive plus brought back many Combining almost 350 years of rich heritage, innovation and expertise regular ones; with over 90 at sea, the RNLI and Helly Hansen share core brand values, history and Membership Council brands already signed up experience – making this the perfect partnership for both organisations. ready to show you their latest Supplying the RNLI with new all-weather lifeboat crew kit, Helly Hansen Andrew Denton, chief products and innovations for has worked with the lifesaving charity to ensure the professional-grade gear executive of the Outdoor the next season. will meet the demanding needs of the RNLI’s volunteer lifeboat crews. The Industries Association Exhibiting for the first new clothing is due to go on service from September 2018. (OIA), has been voted to join time at OTS are: Bach, Beal, RNLI Chief Executive, Paul Boissier, said: “We are delighted to announce the Membership Council of Berg Outdoor, Blaze Wear, this partnership with Helly Hansen, a highly respected and trusted global ukactive. Blundstone, Boreal, Brookite, technical apparel brand. Through this new alliance, we’ll be able to reach He will sit on the Board as Craft, Evolve Skateboards, even more people with our vital safety messages, with Helly Hansen the representative for ‘Outdoor Five Ten, HAIX, Healthy Back committed to helping us achieve our ambition of reducing drowning. Recreation’ and report to the Bag Company, Ibex Marina “Helly Hansen will provide our lifesavers with the very best kit to wear main Board to help address the Ropes, Lowe Alpine, Max when they’re saving lives at sea. Our new all-weather lifeboat kit is due to challenges facing the physical Fuchs, National Navigation start going on service from September and our beach lifeguards will receive activity sector. Awards Scheme, OMM, their new kit next year. Steven Ward, CEO of ukactive, Osprey, Crux & Lightwave, “In addition to sharing our drowning prevention advice and supplying said: “Andrew brings with him a Rubytec, Skinners and lifesaving kit, Helly Hansen has pledged to generate income, fundraise for us, wealth of experience and a clear Waka Waka. provide us with preferential financial terms and make a very generous gift in passion for physical activity. He Regular exhibitors moving kind donation, to which we are extremely grateful.” adds an important voice for the to Manchester with OTS Paul Stoneham, Chief Executive Officer, Helly Hansen, said: “We are outdoor industry to the ukactive 2018 include: 2pure, Allcord, both proud and humbled by the serious nature of supporting those who Membership Council, helping to AMG Group, ASI, BCB willingly help others in their time of need, and we are motivated by the ensure it represents everyone with He also recently became Adventure, Buffalo, Buffera, shared ambition of broadening water safety awareness and the reduction a stake in getting more Britons Secretary General for the Its Great Bradshaw Taylor, Burton of drownings. We look forward to our work together and the continued active.” Out There Coalition (IGOT), a McCall, Cadac, Carrot Banana development of a long-term partnership that we can all be proud of.” CEO of the OIA since 2011, ‘not for profit’ initiative launched Peach, Cicerone, Citrus- Designed to allow greater freedom of movement, the new all-weather Andrew Denton has been involved by The European Outdoor Group Lime, Coast, Cordee Books lifeboat kit provides better endurance levels and comfort for the charity’s in the outdoor industry since 1984, aimed at driving awareness of and Maps, Craghoppers, crew members. starting his career in outdoor projects in Europe that encourages Dalesman, Dexshell, Waterproof, breathable and considerably lighter than the kit it will replace, education and then moving on to a more people to get active outdoors. Dolomite / Scott Sports, ESS, the technical layering system will ensure crew members will keep warm and series of senior management and The coalition is leading the Falcon Technical, Falke, dry when they’re out saving lives in all conditions. The kit comes in a wide ownership roles in businesses such pan-European #itsgreatoutthere First Ascent, GP Batteries, range of sizes, with versions tailored to fit male and female crew members. as Rohan, Mountain Equipment, campaign, a sustained programme Grangers International, The new kit will be rolled out to all RNLI stations with an all-weather Sprayway, the Outdoor Sports which is promoting participation Harvey Maps, Helinox, Hi-Tec, lifeboat, as well as two stations on the Thames (Tower and Chiswick Company and climbing walls. in outdoor activities to the public. HJ Hall, Intelligent Retail, lifeboat stations). Keeblecare, Keela, Killtec, Ledlenser, Lowa & Tecnica, across both continents in 2017, and Lyon Equipment, Maier the company expects this growth to Sports / Wigwam, Mammut, continue over the next few years. It is Meindl & Source, Mountain Wakawaka goes public WakaWaka’s goal to have impacted Boot Company, Mountain the lives of five million people by King, New Heights, Nikwax 2020 and become the leading social Outdoor Innovation, Ortovox, WakaWaka is the first European to electricity, primarily using candles buys a sustainable, ultra-efficient brand in sustainable solar solutions. P4 Distribution, Páramo, PJS, B Corporation to go public, and kerosene lamps. solar light or power bank, WakaWaka In order to continuously improve Proagencies, Pyramid Travel offering shares via NPEX, the Maurits Groen, co-founder said: improves access to light and power its impact, the company requires Products, Regatta Great Dutch financing platform for “These are not only dangerous, for at least one person living off growth capital. Hence, WakaWaka Outdoors, Ronhill, Hilly & SMEs. polluting and expensive, but also grid. By ‘powering adventures will offer part of its shares via NPEX. Altra, RUK Sport, Rosker, Sea B Corporations are independently damaging to people’s health. Light and improving lives', WakaWaka The company is hoping to raise 2.5 to Summit, Silva, Snugpak, certified organisations ´that use and electricity have a profound lights up a life in the dark. Outdoor million euros. Sprayway/Oboz/Trekmates, business as a force for good’. Other impact on people’s lives: on school enthusiasts can charge their phones Camille van Gestel, co-founder of Storm, Summit International, examples are Ben & Jerry´s, Tony´s results, livelihood and prosperity. in the sun while families without WakaWaka, said: “An investment in Summit to Eat, Superfeet, Chocolonely, Patagonia and Dopper. That’s what motivates us.” electricity can utilise safe power at WakaWaka means an investment Task Force Disribution, WakaWaka has one of the highest WakaWaka uses the world’s night to cook, work and study. in the lives of millions of people Thule, Tilley Endurables, ´B Corp scores´ in the world and has largest free energy source to provide Last year, the company’s revenues around the world. We are proud Troll, Vibramand Volkswagen been listed as ‘Best for the World B a sustainable alternative: the sun. increased by nearly 40 per cent to provide light and power to well Official Licensed Products. Corp’ since 2016. The company has a business model compared to 2016. The number of over 1.3 million people in off-grid Approximately 1.2 billion people linked directly to its work as a social stores in Europe and the United areas already, but we are just getting across the globe do not have access enterprise. For every consumer who States tripled to more than 600 started.”

@SportsInsightUK OUTDOOR INSIGHT 34

“We would like retailers to commit to only selling GP Batteries to ‘Recharge the rechargeable batteries on the basis that they are better for the environment and we wish for Outdoors’ with OIA Support them to actively communicate this message to their customers as well GP Batteries have launched towards disposable batteries. James Tuck, marketing manager as encourage battery recycling.” its ‘Recharge the Outdoors’ Over 20,000 tonnes of batteries for GP Batteries (UK) Ltd, said: Andrew Denton, chief executive campaign. are thrown away and sent to “The outdoor enthusiast is by of the OIA, said: “I was shocked STORM APPOINTS With the support of the Outdoors landfill sites in the UK each nature, a more eco-conscious to learn about the environmental NEW UK AGENT Industries Association (OIA), year. When batteries end up in consumer. However, with over impact of disposable batteries - it AND EUROPEAN GP Batteries (GP) is challenging landfill, the heavy metals in them half the UK population still not isn’t something that has been in AND WORLDWIDE both retailers and consumers to can turn toxic and seep into the knowing that all batteries can be the outdoor trade’s mind in recent DISTRIBUTORS switch to eco-friendly rechargeable environment. recycled once they reach their end- years, however it seems it has the batteries and recycle single-use Switching to a rechargeable of-life, there needs to be greater potential to be a huge issue and Storm Care Solutions, supplier disposable batteries in a bid to battery such as GP Batteries’ education on the environmental the effect of the tens of thousands of cleaning, waterproofing reduce the 600 million batteries ReCyko+ Pro will significantly impact of discarded batteries and of tonnes of discarded batteries in and aftercare products for thrown away in the UK every year. reduce the environmental damage what they can do about it. the UK each year is something that outdoor clothing, footwear With consumers being more generated by discarded disposable “This campaign will hopefully we need to change. We understand and equipment, has appointed aware than ever of the impact that batteries. GP’s ReCyko+ Pro can raise awareness of battery usage, that the UK missed it's set target ProAgencies as its new UK the products they purchase have on be recharged up to 1,500 times; the importance of recycling old for battery recycling again last agent. The company is also the environment, we are starting meaning for each battery used, batteries and urge consumers to year and we thought as an industry strengthening its international to see a change in behaviour. GP is 1,500 less single- use disposable switch to rechargeable ones; but we committed to a sustainable future, brand presence with new now urging the outdoor industry batteries will have to be used and need retailers to help us the outdoor industry should be at distribution agreements to look at changing its attitude recycled or sent to landfill. achieve this. the forefront of that change.” covering Germany, Austria, and Benelux in Europe and also for Chile and the United States. Snugpak For athletes racing longer In recognition of the distances, the much-loved Lava Tri growth of the brand in the UK, appoints Julian wear collection and the Aquaflo Tri ProAgencies has been brought suits, (a staple of the Zone3 portfolio on board to help promote Storm Keeble as Sales for over seven years), have also been products into the outdoor Agent for the updated. market. ProAgencies will Due to the rapid rise in popularity represent Storm and provide South West of Zone3 swimwear, the 2018 support to the growing number collection also includes three of retailers who now stock new styles and four new prints. Snugpak, the UK’s leading the brand’s range of cleaning, In addition, Zone3 has also used sleeping bag, clothing waterproofing and their market-leading experience in and outdoor equipment aftercare products. Swim-Run to create the ‘Versa’ a manufacturer, has appointed Tim Wilson, Storm’s new lower priced wetsuit utilising Julian Keeble as sales agent for managing director, said: an innovative new breathable the south west with effect. “Attracting new distribution Zone3 launch 2018 range neoprene. Julian has worked for Snugpak channels, not just within Zone3’s newly released video as an agent for over 30 years, and Europe, but worldwide, is a with new brand video shows the theme for 2018 which while continuing to cover the South great testament of business both balancing everyday life around focuses on the journey which East he now brings his wealth British brand, Zone3, launch growth, demand for our training and on the race day itself. athletes take to compete in of knowledge and experience to 2018 range including a wealth of products and our positive Since retiring from racing at elite triathlons and how Zone3 have customers in the South West too. new products as well as updates progress into Europe and level, myself and the team have shared in this journey from both a “Julian has a great to its award-winning classics. beyond. We look forward to dedicated every moment to creating business and athletic perspective. understanding of our products The new Zone3 collection is the working with our new partners market leading products. We hope Zone3’s company mission is and the way we do business,” said culmination of over ten years worth to fulfil this demand and that our hard work and ambition to help its customers reach their Snugpak’s Sales Director Darren of research, development and real- supporting retailers to continue dovetails into our customers goals, whether this is completing Burrell. “He works in a unique life product feedback. There are a this growth.” journeys and together we can achieve their first triathlon, winning the and relaxed way and we know number of exciting new products as As a result of several years great things and continue to reach world championships or crossing that customers will enjoy doing well as meticulous updates to every exhibiting at the major new limits.” the finish line of an Ironman. The business with him while benefiting item in the range to further enhance European trade shows (ISPO The headline products include triathlon brand has a deep-rooted from his knowledge.” performance. and OutDoor) and OR in the updated Advance and Vision passion for the sport and ensures Julian’s career began as sales Founder James Lock, a former the states, Storm’s range wetsuits which are proudly pitched that every item produced offers representative for Ultimate professional triathlete, said: “We of cleaning, waterproofing as the very best entry-level wetsuits market leading performance, Equipment, a specialist British know exactly how much hard work and aftercare products are in the world. innovation and functionality. manufacturer of tents, sleeping goes into completing a triathlon, increasingly in demand bags and clothing. After gaining in overseas markets and this invaluable knowledge at an the appointment of a new early stage, he launched Keeble Mammut announces distribution network will Agencies in 1985 and began his support growth from its long-standing association with established retail customer Snugpak. Julian represented a transition in leadership base in these countries. number of well-known brands until STORM recently rebranded, 2010, when he decided to reduce for North America offering a fresh and exciting his agency commitments to set up proposition for retailers and Keeblecare, a specialist distributor Mammut, the Swiss producer have Joe join us as we embrace the customers alike. While the of health care products for of premium outdoor equipment next phase for the brand.” trusted performance stays the travellers and outdoor enthusiasts. and apparel, has appointed Joe During the month of April, Bill same, the brand has undergone Today, Keeblecare distributes Prebich as managing director of will work closely with Joe to ensure a complete refresh; with a products from Care Plus, Water Mammut North America. and preserve the high level of service new logo, product names to Go and Incognito, handling the Bill Supple will transition and support he and his team have and labelling to challenge sales of these brands while being from his role as CEO in late April, secured with our North American the market and differ from responsible for Snugpak’s accounts following 17 years of launching and dealer partners. competitors. The company in the South of England. leading the Mammut brand in the Prebich comes to Mammut North team here in North America. The also recently launched its new Julian said: “My appointment North American market. America with extensive experience Mammut brand has such a strong easily-recyclable aluminium as sales agent for the South East Oliver Pabst, CEO of Mammut, as a retail-driven brand marketer, and rich heritage and as we move product range. Using plastic- is very special to me as it gives me said: “We thank Bill for his passion having led e-commerce and forward, will share even more free packaging, the new the opportunity to work even more and dedication to growing the developing and elevating the digital exciting stories and innovations. premium-look aluminium closely with Snugpak, a company Mammut brand and bringing our presence of active and core outdoor I’m looking forward to working bottle range offers outdoor that has meant so much to me over business in North America to the brands including Oakley, Red Bull with Bill through this transition to enthusiasts products that are the years.” strong position we’ve achieved and most recently, Fjällräven. further elevate Mammut’s premium not only great for their outdoor to date. Globally, Mammut is in a Prebich said: “I’m really excited to brand position and build upon the gear, but also great for the position to charge ahead with the join the global Mammut executive successes we’ve seen to date in the environment. new strategy and we’re excited to team as well as the Vermont-based outdoor market.”

www.sports-insight.co.uk 28 SWIMWEAR

Comfort and fit are the most important thing Stacey Langlois, Aqua Sphere aqua retail marketing manager and swimwear specialist, talks about googles and the growing market

ith more and more swimmers really need. for you because of the dull lighting, people taking to Stacey added: “The biggest if you are outdoors a polarised or a the water, how can innovations for the outdoor market dark lens is more beneficial Wswimmers see their way clear to is the lenses. With it being a sunnier “You can now buy prescription enjoy the sport? environment the glare on the water lenses, that's an important factor Aqua Sphere, which was founded can be a problem and that's why we and it's a growing market. You have in 1998 in Genoa, Italy, has always have the polarised lenses and dark got an amber lens and a blue lens looked to create more comfortable lenses. which are suitable for both indoor eyewear for swimming, and they are “What is good about the Aqua and outdoor because they can adapt still developing products that active Sphere polarised lenses is we took to both light conditions. Mirrored swimmers, triathletes and water our time in bringing it to market in lenses are probably the best at enthusiasts want to wear in new and order to get it right. It's a technology cutting the glare and we also find developing markets. that if you get it wrong, it's cheap or that competitive swimmers prefer Stacey Langlois, Aqua Sphere’s bad quality, then it is a bad product them more because people can't Retail Marketing Manager and and it really affects vision.” see their eyes and see what they are swimwear specialist, said: “We And for that reason Aqua Sphere doing and it gives them a bit of a have noticed a massive increase in make sure they educate retailers on focus when they are on the edge of triathlon and open water swimming, the products they have on offer and the pool.” not just in the UK but throughout why. There is a lot of work that goes Europe and the globe. Stacey said: “We are always into developing a new goggle, like anti-fog and scratch resistance competitive side that are swimming “And with that people are a lot visiting our retailers and we put something that Stacey is keen to in your lenses. twice a day, six times a week, you more aware of where they are things out on our website to make point out. “For the product development don't want to be walking around swimming, the environment and the people aware that the lens are there She said: “Believe it or not, a team, which is out in Italy, from the with marks on your face in between type of products they need for it.” for a reason. goggle is such a complicated bit initial research and development and having painful sores all over And Aqua Sphere are always “There are six to seven different of kit for something that looks so and looking at what's new to your face. looking to stay ahead of the game lenses out there at the moment. If simple. It's not just the colour of the the market, what materials are “It's not something you would and make innovative products that you are in a pool a clear lens is better lenses, it's the shape of the lens, the new, what people are looking for, buy as an impulse purchase, the fit curved factor. developing concepts and designing of a goggle makes a huge difference. “For instance the Kayenne goggle it and getting everything tested to It is important that people do try is shaped so that it has a four-point actually bringing it to market can a goggle because everybody's face view. It's curved, so people can see take from 18 to 24 months.” is different, the width of your face, 180 degrees and they can also see And with swimmers being more the shape of your nose, where your further up and down as well. aware of the science behind a goggle eyes sit on your face, it all makes a “Comfort is a really big area for us. and the conditions in which they massive difference. So we do try and We look into the skirt and see how are going to compete, they know explain that as much as we can.” that fits in the socket of the eye. We what they are looking for and will And one thing that Stacey wants look at the size of the nose bridges, pay for it. to emphasise above all else is: “Fit on some of the goggles we offer. On Stacey added: “We find that is the most important thing – we the MP goggles, for instance, we people are now willing to buy the can't stress that enough. The market offer different interchangeable nose more expensive goggle than the is changing and people are more pieces because that can affect the more value range that we offer prepared to pay for a goggle because fit. And the the strap as well, do you because of the fit, because of how they realise the importance of it. want a split strap or a single strap. comfortable it is and how much of a “It is as important as the “The biggest changes have difference it makes to the swim. swimsuit you are wearing, so you been that people are moving away “It's not just the racing, it's need to buy the right one. If you are from latex to using more silicone the training that goes into it as looking for a goggle definitely go and products, as well as getting things well. You've got swimmers on the try one.”

@SportsInsightUK Think Soccer, Think

From Training balls to IMS approved Match balls,

Welcome to the 2018 range of Samba footballs, designed and manufactured using the very latest technology.

For more information contact Samba on 01282 860077 or e mail [email protected]

Sales Manager [email protected] 01282860077 Sales Office [email protected] 01282860077 Sales North West/North East/ Scotland – John Hornsby – [email protected] 07831351802 Sales Midlands/South of England/ N Ireland – David Sanderson – [email protected] - 07939583876 30

@SportsInsightUK INTERVIEW 31 BECK IN

BUSINESSBoris Becker made his name as the seventeen-year-old Wimbledon champion, before becoming one of the driving forces behind Serb superstar Novak Djokovic’s last stint at the top of world tennis. Now, Der Bomber is a calmer force than he was during his time in the spotlight, he talks to Ian Faulconbridge about the future prospects of some of the sport’s precocious young guns.

nlike the reaction to from the Centre Court to the village contemporary, John McEnroe. But many of his fellow to the quickest way to get into during his time coaching Djokovic, countrymen’s Chelsea or Kensington. I’ve played Becker showed a calmer persona Usporting victories on British on every practice court; I know the which he believed was a crucial soil, Boris Becker’s 1985 locker room, I know the player’s aspect of his player being able to Wimbledon victory was lounge. I’ve been there for 32 years, finish tournaments as strongly as he, celebrated across the nation so I think that gave us a head start.” invariably, began them. as a marvel – a surprising Djokovic and Becker parted ways “Did we scream ‘let’s go’ and inversion of traditional in 2016, with the Serb now sitting ‘stay strong’ and everything?” Anglo-German relationships at 13th in the world rankings, some Becker says. “Of course, but I don’t pertaining mostly to Becker way off the pace of fellow champions think that’s coaching in the real being just seventeen years like Roger Federer and Rafael Nadal. sense. You know in the middle of old at the time. Since then, For Becker’s own part, despite his the storm, when everybody goes Wimbledon has become playing days long being over, any crazy, I think he looked for us as a synonymous with the blonde chance to return to the venue where place of peacefulness, of serenity of Bavarian. his teenage-self began his illustrious quietness. If I had gone and jumped Not only did he notch up three career marks it out his favourite and screamed all the time, I think it wins and seven final appearances place to win, be it as a player or a would have made him more nervous as a player, but during his recent coach. than anything.” time as former World Number “When I’m coaching and when As someone who had won titles all One Novak Djokovic’s head I’m sitting at the Wimbledon Centre over the world by his 20th birthday, coach, Becker had a hand in six of Court in the players’ box, I feel like in Britain, USA, Australia, France the Serb’s 12 Grand Slam titles. I’m playing,” he says. “I feel like and Japan, Becker is well-placed As Djokovic sought for the mental I’m 17 or 18 again, with the same to cast a knowledgeable eye over strength to get him over the final enthusiasm, same fire and the same the future of tennis – including hurdle in major tournaments, will to win, but at the same time those aiming, within a few years, to he does. But just plain tennis - I comfortable with the baggage that the appointment of Becker was I’m thankful that I don’t have to emulate the past ranking of himself think he is a future champion. I comes with it: the more you win, the designed to bring with it an do it again, because I’m too old for and his former client. watch him very closely. If you play more people have expectations…it’s improved performance on the it. So I’m happy I can put my faith What he sees as one of the biggest him in a tournament, he's a tough difficult for these younger players hallowed green of the All England into my player, but the emotions stumbling blocks to the current crop competitor. He is not someone who to cope.” Lawn Tennis Club, such is the are unbelievable. You know, for me, of young pretenders, however, are is beaten easily. He's very colourful. For his own part, these latter’s affinity with the area. winning Wimbledon as a player talented individuals let down by He's a character. I think people talk expectations led to relationship and “Wimbledon is home for me, and as a coach, it’s just the ultimate “character and maturity problems.” a lot about him at the moment, a bit financial woes away from the sport. and one of my favourite sayings thrill.” “Nick Kyrgios is the most talented too much for his outbursts than his But whilst his off-field infidelities is ‘never underestimate the As a player, he was prone to of the young guns,” he declares. performances. But I think that will have been well publicised, one importance of local knowledge’,” the odd on-court outburst or “He's got a big game, a big serve, change. thing’s certain: it’ll take some player explains the 50-year-old former two in his day – although he was he loves the big stage. He has to “Bernard Tomic is a similar story. to match Becker’s decades-long champ.“I know everything here, overshadowed at the time by his control his emotions better than These young players have to be legacy on-court.

When I’m coaching and when I’m sitting at the Wimbledon Centre Court in the players’ “box, I feel like I’m playing. I feel like I’m 17 or 18 again, with the same enthusiasm, same fire and the same will to win, but at the same time I’m thankful that I don’t have to do it again, because I’m too old for it ” www.sports-insight.co.uk 32 ELEVATE 2018

Awards return in 2018, recognising the best products and services in defined categories, linking to the show’s themes of inclusivity, performance, health and wellbeing and business. Judged by a panel of industry experts, the five categories are: Best Health and Wellness Innovation, Best Workout Innovation, Best Facility Innovation, Best Innovation for Human Performance and Best Start-up. Max Quittenton, Founder and Director of Elevate, said: “With so much product innovation, new entrants to the market and content, Elevate is the must-attend event for every operator, supplier and physical activity professional. The physical activity sector has much to look forward to and we are committed to creating an industry event dedicated to innovation, networking and growth. “With over 300 suppliers represented within the exhibition hall, there are many new products to suit all truly innovative facilities. The entire event – including the conference and seminar sessions – is completely free which makes Get ready for the UK’s largest it an ideal opportunity to bring along colleagues and simply dip in and out of sessions and exhibition networking.” physical activity trade event The visitor statistics so far have shown a continued enthusiasm for the event with over 50 per Now in its third year, Elevate returns to ExCel London on May 9-10 cent increase on pre-registrations year-on-year. Organisers of COPA and Elite Sports Performance and Rehabilitation Expo are also his year’s Elvate will Seminars Stands Cricket and Women’s softball for gym operators, educators expecting to achieve record figures of also run alongside COPA In addition to the new two-day cricket’. and personal trainers, including attendees. Series and the Elite Sports conference, this year’s seminar Kate said: “I’m really excited to be ((BOUNCE)), Ten Health & To find out more information TPerformance and Rehabilitation programme continues to develop, chairing this session and I’m looking Fitness, FLexercise and Aspire & about the exhibition highlights, Expo; attracting an audience of over and will include four streams forward to hearing more about Instructability. speaker programmes and register for 8,000 purchasers, specifiers and focusing on physical activity for these two great case studies. Those free passes across all three events, potential partners. health and wellbeing, strategies for of us who work in the sport sector Awards please visit: www.elevatearena.com, an active nation, the business of understand the physical, mental A popular addition to last year’s www.expoelitesports.co.uk and Thought leaders’ physical activity and performance: and social benefits that getting show, the Elevate Innovation www.copashow.com. conference maximising potential. active can bring, and hopefully get With growing support from In total, the programme includes to experience them first hand. If we the industry, organisers of the 40 free to attend seminar sessions want to make sport and physical trade show have invested this with over 230 leading speakers, activity relevant and appealing to year in creating an inaugural representing organisations those who ‘don’t see it as something Elevate Conference, sponsored including: Department of Health, for people like them’, we need to by MINDBODY. The conference GLL, World Health Organisation, try new approaches. Elevate is a will cover subjects from social NHS England, Sport England, great platform for us to have those prescribing and active urban design ukactive, Virgin Active, Park discussions – learning from others’ through to digital disruption and Run, DCMS, MacMillan Cancer mistakes and successes.” community-wide behaviour change Research, David Lloyd Clubs, initiatives – with a goal to facilitate England Athletics, Places for People, Exhibition bigger picture thinking that can ECB and British Gas. Together with Elite Sports unleash the full power of the In the strategies for an active Performance and Rehabilitation physical activity sector as a force for nation stream, speakers will Expo and COPA, over 300 exhibitors good in society. examine how the physical activity will be showcasing the latest Thought leaders from a range industry and its wider stakeholders products and innovations designed of sectors confirmed for the can reach and influence the to help private and public-sector conference to date include MP inactive, exploring how to create gym operators, local authorities, Tracey Crouch, the Parliamentary opportunities for people to be healthcare professionals, personal Under Secretary of State for Sport active in ways that fit with their trainers, schools, sports clubs and and Civil Society, Sir Muir Gary, everyday lives and interests. Kate universities get the nation moving Dr Michael Mosley, This Girl Can Dale, Strategic Lead - Campaigns, more. Exhibitors include Matrix, architect Tanya Joseph, World Sport England will chair a session Clubright, Core Health & Fitness, Health Organisation’s Alana exploring two examples of how eGym, Gerflor, Gympass, Jordan Officer, National Obesity Forum’s traditional sports have been Fitness, Power2SMS, Total Gym, spokesperson Tam Fry, NHS redesigned to attract and target Willmott Dixon and Xn Leisure. England’s clinical lead for social new audiences and re-engage those New for 2018 and situated in the prescribing Michael Dixon GP, who may not have participated for Exhibition Hall is the Hutchison Sport England’s strategic lead of some time. Featured campaigns Technologies Studio, which will campaigns Kate Dale and Parkwood will include England Athletics’ feature a variety of group exercise Leisure’s Managing Director, Peter ‘RunTogether’ and the England & live performances and fitness Fitzboydon. Wales Cricket Board’s ‘Last Man demonstrations to offer inspiration If we want to make sport and physical activity relevant and appealing to those who ‘don’t see it as “ something for people like them’, we need to try new approaches KATE DALE, STRATEGIC LEAD - CAMPAIGNS, SPORT ENGLAND ”

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

Ibis Ripmo Carbon SPD-SL Pedals Active Hydration for men With a sub six pound frame and 145mm of efficient dw- The Shimano 105 5800 Carbon SPD-SL road pedal is Hydration is power. Osmo Active Hydration is a during- link rear wheel travel (160mm front), this is the most for high performance road racing. These are designed exercise hydration drink that was developed to be versatile bike Ibis have ever built. The reach is nearly to match the 105 5800 11-speed group. The wide the fastest way to rehydrate. Based on peer-reviewed an inch longer than the EWS Team winning HD4, with lightweight carbon body provides large shoe contact area science, the formula contains an optimised ratio of clearance for a 175mm dropper, and a pedal-friendly 76° to maximise power transfer and support while natural and functional ingredients like sucrose, glucose seat tube angle. The end result is a bike that’s ready to rally, reducing weight. and electrolytes and is flavoured with real fruit to while still maintaining lively handling. Other features increase power output, improve endurance and avoid include 2.6” tire clearance, short chainstays, a threaded bike.shimano.com/en-EU/home.html cramping, Flavours include orange and blackberry. BB, trick internal cable routing and the ability to run both a piggyback reservoir shock and large water bottle. www.2pure.co.uk [email protected] www.2pure.co.uk [email protected] [email protected] [email protected]

XX1 Eagle DUB SL ARC Folding E-Bike Bontrager Interchange Developed to look like any ordinary folding bike, the Crankset brand new ARC has a fully integrated battery mounted Deluxe Rear Trunk Bag DUB technology delivers the lightest, stiffest, strongest The Deluxe Rear Trunk Bag can be installed or removed inside the frame to power the 36V*250W rear hub motor. crankset available. The all-new SRAM CARBON in seconds with Bontrager Interchange-compatible Using five levels of power assistance, this model is ideal TUNED crank technology provides extreme stiffness rack. It features bomb-proof materials and an elastic for those without too much storage space, or who want to and light weight. While the X-SYNC 2 chainring provides mesh top pocket, 270 plus degree reflective top flap and take a bike on public transport or even the weekend away significantly quieter performance, with better mud expandable top and includes storable and expandable in a caravan or canal boat. It’s versatility, coupled with a clearing and extraordinary durability. rain covers. It has a capicity of 11-16-litre range of up to 45km make the ARC an ideal companion in (700-1,000 cu in). almost all environments. www.sram.com www.dawescycles.com www.trekbikes.com

www.sports-insight.co.uk@SportsInsightUK CYCLING INSIGHT

CHAIN REACTION CYCLES ANNOUNCE SPONSORSHIP OF DIRT SHED SHOW Chain Reaction Cycles (CRC) has signed a three- year sponsorship deal with the Global Mountain Bike Network (part of the Play Sports Network). The sponsorship deal will see Chain Reaction Cycles become a sponsor of over 150 editions of the channel’s iconic Dirt Shed Show that airs weekly on YouTube (https:// www.youtube.com/user/ globalmtb). The popular show features mountain biking Pentland Brands news and chat hosted by MTB stars such as Blake Samson, Neil Donoghue and welcomes Endura into Martyn Ashton. The show has a large and its family of brands loyal following of mountain bike fans. The Global Endura, the cycling apparel brand and Movistar Team clothing partner, Mountain Bike Network has been acquired by Pentland Brands Limited, the British family- boasts over 720,000 YouTube owned business behind global brand names such as Speedo, Mitre, subscribers and a further Canterbury and Berghaus. 750,000 plus fans/followers The business will continue to be based in Livingston, Scotland, and the via social media, making it the Endura founders and directors, Jim McFarlane and Pamela Barclay, will largest mountain bike channel continue to lead and manage the day-to-day business. The investment will in the world. support Endura’s ambition to expand distribution and reach more consumers Crankalicious look to clean Dan Staples, Director of within the cycling apparel category. Brand Marketing at Chain The acquisition is part of Pentland’s brand portfolio development programme up with Team WIGGINS Reaction Cycles, said: “We which looks for high potential, high growth brands, that it can invest in over the love the authentic enthusiasm Crankalicious, the UK-based and riders will have access to long-term. The agreement combines Jim and Pamela’s category knowledge, and energy of the Dirt Shed handmade bike care and Crankalicious’ range of premium innovation and technical expertise with Pentland’s expertise and passion for Show and its approach fits cleaning brand has announced bike care and cleaning products. growing international Active brands. right in with CRC’s cycle- a new partnership with leading From their Pineapple Express Jim McFarlane, founder and Director, Endura, said: “Endura has been my obsessive ‘Ride. Eat. Sleep. UCI Continental development bike wash spray and Limon Velo life for 25 years, so I’m understandably protective of it and dismissed numerous Repeat.’ brand ethos. We look cycling team, Team WIGGINS degreaser; to ensure all equipment other approaches in the past. Pentland stands out as an exceptional home for forward to working together for the 2018 season. is running smoothly and Endura, placing it within a family of world class brands under the umbrella of with the Dirt Shed team to The partnership sees efficiently, to their Epic Hide and a family-owned company that is long-term in its outlook and aligned with our deliver entertaining MTB Crankalicious become the Official Leather Lacquer shoe, seat and bar culture and values. news on a weekly basis.” Bike Cleaning Partner of the tape cleaners and protectors; so “The innovation opportunities and the shared vision of manufacturing in Martyn Ashton, of the Global team which includes upcoming the team can look as good as they Scotland that could extend to other Pentland brands in future, are both hugely Mountain Bike Network, superstars such as Tom Pidcock, perform. exciting prospects to me.” said: “We're super excited Mark Donovan and Gabriel Andrew McQuaid, general Pamela Barclay, Director, Endura said: “Pentland are passionate about brands to welcome Chain Reaction Cullaigh. manager of Team WIGGINS, said: and developing them over the long term. They’re absolutely committed to Cycles on board. We're going As the Official Bike Cleaning “It’s great to have Crankalicious on preserving our attitude and our authenticity. This is essential to a community as to be working together on Partner of Team WIGGINS, board as the Official Bike Cleaning fervent as ours. We have, and will always remain All Tribes, One Clan.” some exciting plans for the Crankalicious will provide a full Partner of Team WIGGINS. Chirag Patel, Chief Operating Officer, Pentland Brands added: “We have a GMBN Dirt Shed Show. I range of cleaning products to the Keeping our equipment clean and strong track record of nurturing brands that people love, so Endura is a great can't wait. Everything we team, supporting their aims of running smoothly is of utmost addition to our portfolio - we believe it has huge potential. We’ll be supporting do revolves around creating developing the next generation of importance so our riders are able Jim, Pam and their team by giving them access to our extensive resources and exciting and inspiring British and International riders and to perform to the best of their network that, as a global brand management company, we can offer. mountain biking content and assisting in their pursuit of riding abilities and with Crankalicious’ “There are so many opportunities in bringing Endura into Pentland Brands. we're so pleased that Chain at the elite level of professional excellent reputation for quality We’re both family owned, so we understand the importance of people and Reaction Cycles want to be cycling. we have no doubts that their high culture, and our brands focus on innovation and bringing disruptive ideas to part of that.” Team WIGGINS mechanics quality products will do just that.” market. We’re delighted to have the Endura team as part of our Pentland family.”

athletes and teams, combining insights from the road and trail No stopping Muc-Off as company with our industry leading R&D capabilities, we continue to produce reports strong 2017 results truly innovative products that not only produce results in the highest Muc-Off, the independent UK- that were developed with Olympic British Cycling as Global Head of level of competition but for the based bike care and athlete Athletes, World Tour Cycling Teams Partnerships and Sponsorships to general consumer who wants to performance specialist located and leading sporting bodies. lead Muc-Off’s work with the world’s perform at their best”. in Poole, Dorset, has reported Alongside the core business, best athletes. Having supported Team The market leading company have significant year on year growth growth continues to come thick and Sky through their successful 2017 an incredible innovation line up for for 2017, comfortably breaking fast within Muc-Off’s motorcycle season and recently partnering with 2018 and whilst these are being kept through and exceeding £10m in offerings and active skincare range, Team Dimension Data for Qhubeka, under wraps, they are guaranteed annual turnover. Athlete Performance. Muc-Off Muc-Off have strong partnerships to take the market by storm with The company, best known for its have invested in a dedicated brand across multiple disciplines with Muc-Off on track to exceed 30 per bright pink bike cleaner, has driven ambassador team who will be on the headline sponsorships of Transition cent growth in 2018. Supporting growth through increased sales in road in 2018 supporting UK retailers Muc-Off Factory Racing and Pata Muc-Off’s growth is a much stronger the UK, international expansion and with store events, providing product Yamaha Official WorldSBK Team. distribution network in both the UK market-leading innovation, most knowledge and best in class in store Alex Trimnell, Managing Director and US with recent partnerships notably with their game changing execution. at Muc-Off, said: “We continue to being formed with Silverfish (UK) NTC chain and NTC lube, products David Parsons has joined from work closely with the world’s best and QBP (US).

@SportsInsightUK 27 Koo Partner with multiple Grand Tour Winner Alberto Contador

KOO, the outdoor and sport delighted to have Alberto on hand as brand, who create high an expert and are flattered that he has performance sporting eyewear, chosen to wear KOO in his first year are proud to announce an away from the professional peloton. exciting three-year partnership We look forward to working with him with Alberto Contador and his in the next step of his journey.” foundation which supports young KOO are excited to have such cyclists - the first partnership of an experienced rider on hand as an QBP its kind for KOO. ambassador, consulting on the future ANNOUNCED Alberto is arguably the greatest design and development of their rider of his generation – and one of growing product range, which can be AS MUC-OFF only two riders ever to have won found on kooworld.cc. DISTRIBUTOR all three Grand Tour titles multiple Alberto Contador, said: “It’s Muc-Off has revealed Quality times. Now, in his first year as an exciting to have a choice of brands to Bicycle Products (QBP) as ex-pro, he has chosen the premium work with now I am retired, KOO fits their latest US distributor. performance brand KOO as his perfectly with my lifestyle and riding. The Bloomington, MN, based eyewear of choice. I look forward to working closely with distributor will be servicing Ylenia Battistello, KOO’s cycling KOO both personally and through the the US bicycle market via brand manager, said: “We are Alberto Contador Foundation.” their distribution centres in Aurora, CO; Lancaster, PA; and Reno, NV. Muc-Off is committed to bridging the gap between adrenaline-fuelled sports and high end care products, bringing a wealth of experience from across the bicycle, motorcycle, and automotive industries. Each of their products are held to a rigorous testing process that sees feedback and data collected from the competitive use of professionals before making its way into the hands of the consumer. Tony Zanca, Muc-Off North American account manager, said: “We are extremely excited to add QBP to our existing network of Kalf launches spring/ distribution partners in the USA. Our strategy is to work summer collection in tandem with a small group Kalf has announced the launch of its new 2018 spring/summer water resistant zips and brushed polyester fabric inside the collar, the jacket of National and Regionally collection. epitomises Kalf’s guiding principle of delivering comfort, form and function. focused distributors and Catering for both male and female cyclists, the range comprises of a full Available in Bright Peach, the Club Lightweight Unisex Gilet also stands by adding QBP to the body of kit including short sleeve jerseys, lightweight rain jackets, gilets, bib out as a must-have item for this season. Made from a windproof and water- partnerships we already enjoy shorts and a number of other warm weather accessories. Like all of Kalf’s resistant stretch shell fabric, the gilet helps defend against the elements with Hawley Lambert, Hans apparel, the collection combines functionality with style to offer the level of whilst preventing overheating on warmer days. A two-way zip and highly Johnsen, Down East and BTI detailing you would expect from a luxury brand - without compromising on breathable-mesh rear panel make it easy to regulate temperature and access we believe we can support value. underneath pockets whilst on the bike. the IBD market from a supply Having first launched in the early part of 2017, this year’s spring/summer Following high demand from customers, the men’s and women’s Flux and dealer event support collection sees the introduction of eight entirely new garments as well as Jerseys have returned - this time with striking two and tri-tone colourways. perspective that is second updates to a range of existing items and accessories. The collection is split Designed to fit close to your body, the Flux Print Jerseys use a soft compliant to none." into three different ranges - Flux; form-fitting racewear, Club; clothing Lycra to ensure an aerodynamic cut that doesn’t feel restrictive. Perforated Muc-Off's full US bicycle for the everyday rider and Terra; relaxed garments for a variety or riding under-arms also help transfer moisture away from the skin, whilst a zipped range is available through terrains. pocket across the back helps keeps valuables safe. QBP and will continued to The Flux Lightweight Men’s Jacket is the perfect accomplice for British Completing the range are a number of high-performance accessories. be carried by BTI, Downeast, spring and summertime. Weighing in at just 130g, the superlight jacket These include Kalf Mesh Printed Base Layers, Mid & Tall Socks, Cap, Knee Hans Johnsen Company, offers riders excellent protection against both rain and wind and is easily Warmer, Oversock, and Mitts. and The Hawley Lambert stashed away during variable weather conditions. With elasticated cuffs, All Kalf products are exclusively available in the UK through Evans Cycles. Company. Hot Laps Collection Enduro race trends call rides. It keeps the breathable air for comfort and dual mesh side for faster and lighter gear. mesh back panel and offset waist pockets for added breathability. Following this inspiration, belt for comfort. It adds an external You'll also find tool, tire lever, C02 Dakine have launched the new bottle carry and internal drop and tube specific storage, plus Hot Laps series. pockets. padded phone protection and room These new lumbar packs are The Hot Laps Stealth (RRP £30) for your keys/wallet. small, compact and lightweight. is designed to be worn under a For on-bike storage, the Hot They also offer versatile carry jersey for concealed storage. The Laps Gripper (RRP £19) attaches options for every kind of singletrack air mesh back panel with Polygiene under the seat or to multiple mission. odour control technology secures locations on the bike frame to The Hot Laps 2L (RRP £30) is breathability and comfort. It house tire levers, C02 and a spare smaller and simplified for shorter includes micro-stretch waist belt tube.

www.sports-insight.co.uk 36 COLUMN

mean that the smaller individual members in our market will get support? Will Nike continue to raise the minimum purchase threshold? Push dealers into a wider range of products that they simply do not want or need? What future for the group if this happens? - it makes little sense to have a buying group where two members represent 85 per cent plus of revenues.

DO I NEED NIKE? Of course every category is different, but many of the dealers I have visited lately are beginning to look very closely at the product range and assess whether they need Nike or not. It is true that in many categories there are credible alternative suppliers who offer superior margins, a more personal service and an equal or better product range. Of course, many of these alternatives do not have the marketing power of Nike and it is often harder to sell these alternatives against the goliath that Nike is. However, there are many dealers who have turned their back on the “big boys”, concentrate on building relationships with brands who they can become important to, and whom are building strong businesses with a long-term core supplier strategy.

WHAT FUTURE? JUST DO IT – GOING DIRECT In giving traditional retail the stiff arm the Oregon empire is tearing Paul Sherratt, of Solutions for Sport, takes a closer look at the up the traditional distribution model. The approach is a bold Nike direct to consumer strategy move, but Nike’s numbers show that the bet appears to be working, n June last year Nike primarily because Nike has been announced a clear strategy sharpening its digital game. to service the end consumer CEO Parker has stated that Idirectly. the end goal is to get ahead of the As I go around visiting retailers the consumer and offer “the most topic has been a discussion point personal, digitally connected for quite a while now, however this experiences” in the industry. was the first time that Nike had Whether this approach is confirmed in public their thoughts ultimately successful is open to on the issue. debate, however, what is clear is The “Consumer Direct Offense” that it will be to the detriment of a is a new company alignment that large number of global Nike dealers allows Nike to better serve the who, in the past, have been key in consumer personally, at scale. driving the growth of the brand Leveraging the power of digital, but are now becoming less and less Nike will drive growth — by important as core business drivers. accelerating innovation and And who knows what impact it product creation, moving even will have on the dealers within the closer to the consumer through Key UK and Ireland. Cities, and deepening one-to-one figures update, Nike declined to retailers with 110,000 points of at least in the past, a major reason AND THE OTHERS? connections. report “future orders,” as a critical distribution. Nike officials said for being a member of Intersport “The future of sport will be measure of wholesale demand the company won't necessarily for many dealers was the ability to Of course, Nike are not alone. decided by the company that from retailers. The Swoosh says remove Nike products from access Nike (and adidas) product. For the record, Under Armour obsesses the needs of the evolving the metric doesn’t matter much those other retailers, but over the If, however, the brand strategy is slightly ahead of Nike, with 31 consumer,” said Mark Parker, any more, because now it’s focused next several years will focus its continues to evolve at the pace per cent of its sales coming directly NIKE, Inc. Chairman, President, on doing business directly with resources, marketing efforts and it has during the past 12 months from consumers; Adidas is slightly and CEO. “Through the Consumer consumers and cutting out the exclusive product offerings on 40 does it still see Intersport as a key behind, with 23 per cent of revenue Direct Offense, we’re getting even middleman. key partners. partner? from retail. At its current pace, By October the strategy became After all there is no central Nike will soon be collecting one in more aggressive in the digital UK & IRELAND DEALERS marketplace, targeting key markets even clearer as the CEO Mark buying/warehouse for our market three of its sales dollars directly So the direction is clear. and delivering product faster than Parker announced a massive and thus, in reality, the brand is from consumers. But where does that leave those ever.” shake-up in the footwear giant's dealing directly with many “small Its challenge will be making sure retail business, saying the company existing Nike dealers in the UK & spend” customers (outside of DW that none of them get too good a WHAT ABOUT THE will focus investment and resources Ireland? & Elverys) who don't appear to be a deal. WHOLESALE STRATEGY? on just 40 key retail partners. A large number of dealers trading priority for their future business. The challenge for many dealers A few months later and, for the The company's current retail with the brand do so under the Even if Intersport as a group will be whether they can live first time ever, during a quarterly network encompasses 30,000 Intersport umbrella and certainly, are in the “group of 40” does that without these major brands. “ Of course every category is different, but many of the dealers I have visited lately are beginning to look very closely at the product range and assess whether they need Nike or not ” @SportsInsightUK

WISHING FOR A GOOD BODY? WORK FOR IT! RUN. FITNESS 39

Top tips on how to keep your classes full all year round The experts at MINDBODY, a leading business management software provider for the fitness and wellness sector, have provided advice on how to keep your classes full all year round

eeping classes full and passers-by and could help to drive on average, this is four (offers) per showed a slight trend towards people a stress-reliever and a chance to see customers engaged can be a more footfall. location. attending gyms or classes after 5pm, friends. Encourage your members challenge for any business in It’s a method that works, and can be overall there was no specific preferred to work out together and attend the Kthe fitness industry. Be flexible with your instrumental in ensuring classes are or ‘peak’ time. Consider building a same classes on a regular basis. In a fiercely competitive arena, membership options full and fruitful each and every week. timetable that offers various classes Over a third of people in business owners need to adapt The same report from MINDBODY throughout the day (being sure to MINDBODY’s study said they to changing customer demand to found that three-quarters (75 per Get involved in the consider your audience) - for fitness consider their main form of exercise maximise member loyalty, and ensure cent) of UK adults have no fixed community that works around their schedule. to be social, further confirming that sustained commitment and retention. gym or studio membership. As an Over three-quarters (78 per cent) Having a timetable that is bookable there is a positive correlation between increasingly fast-paced, ‘on the go’ of respondents said they don’t have online and via an app can also help the nation’s exercise and social habits. Introduce outdoor society, people want options and a corporate wellness scheme at to keep your classes full. Customers Charlotte Newton, Senior classes in the summer variety, so why not give it to them? work. Getting involved in the local want access to a class that fits Manager, EMEA Marketing at The days are getting lighter, and Think about introducing pay- community and building partnerships around their schedule. Almost all MINDBODY, added: “Wellness summer is most definitely on its way. as-you-go membership options, to with companies (and their (93 per cent) of MINDBODY’s top has gone beyond a trend in the UK Recent research by MINDBODY encourage more people in the local employees) close to your business is a 15 customers have app-bookings and we’re now catching up with found that a staggering 91 per cent area to attend your classes. great way of making new connections enabled, and due to this see higher countries like Australia in terms of of the nation are most motivated to Once you’ve caught their attention, and building up your client list. customer numbers. it being an integrated and important exercise in summer, meaning this is you can then look to gain their trust Offer your skills and services to a Catie Miller, Founder of part of our lifestyles. It feels like the perfect season to target both new and ensure they keep coming back local company for a one-off or series MINDBODY studio, Xtend Barre anyone and everyone is jumping on and potential members. for more. of classes before and after work or suggests creating symmetry in your the ‘wellness’ bandwagon and so it’s The study also found that spending during lunch. What can you get in timetable to increase variety: “On important to think creatively and time outdoors could be a key Run introductory offers return? The opportunity to win new Mondays, Tuesday and Wednesdays utilise technology, alongside taking an component in overall wellness, but Price continues to be one of the clients, grow your classes and watch we mirror the class timings and avid interest in consumer behaviour, nearly half of the nation (47 per cent) primary drivers of loyalty in the your business flourish. offering, so if members were to in order to continuously drive the spend an hour or less in the great fitness industry, and is an area that visit the studio every day, they’d business forward. outdoors per day. business owners should certainly be Make your class experience a variety and mix of “Our recent study has provided With this in mind, why not aware of. timetable accessible disciplines, ensuring they get an some really useful insights that will consider taking classes outdoors in Running offers on a regular basis The timetable can be a make-or- effective workout each time.” help more businesses in the fitness the warmer months? Not only will is a way to keep current members break factor for any fitness or health and wellness sector to benefit from this show that you’re dedicated to happy and engaged, whilst also institution. Getting this right will help Make it social fuller classes – all year round.” your customers’ overall health and acting as a great way to attract a new ensure your classes are always full Make your business a sociable To find out more about wellbeing by exposing them to a bit clientele. MINDBODY customer data to capacity and your customers are and invigorating environment for MINDBODY and how it can help your of much-needed Vitamin D, but your shows that 60 per cent of the top 15 engaged with your brand. everyone who steps foot inside the business, visit www.mindbodyonline. classes will be more noticeable to the customers run introductory offers; Whilst MINDBODY’s study building. Often, people see the gym as com/business “ Wellness has gone beyond a trend in the UK and we’re now catching up with countries like Australia in terms of it being an integrated and important part of our lifestyles ” CHARLOTTE NEWTON, SENIOR MANAGER, EMEA MARKETING AT MINDBODY

www.sports-insight.co.uk 40

THE YEAR OF THE WOMAN – IT'S TIME TO ENGAGE WITH WOMEN IN SPORT In 2018, women’s issues have been hitting the headlines, and it’s clear that how we reach out to women as sports brands and businesses needs to be given some serious attention, Fiona Bugler reports

018 has been the year of the woman. At Marylebone Cricket Club, woman. #MeToo, a campaign women are paid 14 per cent less to help survivors of sexual than men, and at the Lawn Tennis 2abuse come ‘out’, had a revival Association it's 18 per cent less – when Hollywood exposed its sexual even Sport England (behind This Girl deviants and the messages went Can) pay women 5.8 per cent less viral. This year also marks 100 years than men). since women got the vote. The gender When it comes to brand loyalty, pay gap in the UK between men and research has shown that brands with women was put high on the agenda a conscience and social awareness when more than 10,000 large firms are more likely to engage customers. provided details, and three-quarters And some a taking a position where of them were found to be paying men women are concerned, for example, more than women. in the US Cliff Bar are offering a 20 percent discount on all LUNA First things first: Bars sold on the Luna website Money Talks (http://www.clifbar.com/hub/luna- We live in a transparent, digital epd-2018), and have promised to age, so the first things brands need match the discount amount with a to do is, ‘get their housekeeping donation to American Association of in order,’ says Sandra Peat from University Women (AAUW), up to the digital marketing agency, $100,000. The money raised will help We Are Superhuman (https:// fund salary negotiation resources for wearesuperhuman.co.uk), set up to women. They’ve combined ‘women’s help brands connect with women. issue’s’ with the trend for millennials ‘Are you paying your women a fair to expect brands they like to back a on This Girl Can, participation in trends for marketers and agencies MCC should take note!). wage? If you aren’t doing this you will cause. sport is still low, and 23 per cent of who want to win in today's sports In the broader health, fitness, get found out,’ she adds. men and women remain inactive. But marketing environment, it was wellness story, ‘women are The gender pay gap can at times What’s the business case women are important for sporting predicted that female fans would passionate about looking after seem to be simplistic but it’s a very for reaching out brands and there is evidence that become equal to male fans, which themselves,’ says Peat. ‘Older women transparent way for consumers to see to women? when it comes to watching sport, says, ‘seems a credible forecast, have a disposable income – and whether the brand they are buying Do sporting brands really need to women’s sporting events are growing given that more Americans watched are interested in investing in this from is doing more than just talking worry about reaching out to women? in popularity and that these offer the Women’s World Cup final in passion.’ In their survey The Invisible the talk. The report showed that 78 Sport England’s campaigns, such as sometimes untapped advertising and 2015 than the NBA Finals or the Middle, which questioned women per cent of companies have a pay gap This Girl Can have been brilliant, but marketing potential. Stanley Cup’. Here in the UK, the over 40, 78 per cent said that they that favours men (interesting stats according to Mel Berry, from Berry In an article for Campaign entitled: 2017 Women's Cricket World Cup feel they have a strong appetite to include: Arsenal Football Club, pay Sports Marketing, who works closely What you need to know about sports attracted a global television audience explore and have new experiences. men 2.5 per cent less than the average with Nottingham County Council marketing in 2017 and beyond - Key estimated at up to 100 million (the And this is reflected in the growth

@SportsInsightUK ANALYSIS 41 of older women participating in big Sport England’s research, (Go challenges and ultra races. Where Women Are? https:// The bottom line thought is that, as www.sportengland.org/our-work/ Peat points out, it makes complete women/womens-insight-pack/) business sense to target women. ‘It’s has found that 13 million women really simple, 85 per cent of purchase say they want to take part in sport, decisions are made by women, or but over six million are inactive. influenced by women, so they have They’ve identified barriers that huge power of the global spend,’ she include over-use of the word ‘sport’ says. which is associated with aggression, competitiveness and seen as What’s Not working unfeminine. In marketing terms there has been a lot of noise and tokenistic gestures. So, how do brands On International Women’s Day it reach women? seemed that everyone was deciding ‘Any marketeer needs to listen to to take a stand on social media. But their customer,’ says Berry. ‘Don’t bad judgement can be a PR disaster. apply a broad-brush to gender. ‘McDonald’s decision to turn their Different women will have very M upside down and make it a W was different needs, from improving ‘Women want to hear about real isn’t designed with them in mind to Pause’ and ‘Grateful for’. And a big mistake and they were heavily performance to getting off the sofa.’ women doing sport, they want to and ignores the need to fit different of course, they support a cause, criticised for it,’ explains Peat. Brands like Under Armour saw be able to relate to the product and breast sizes and bums.’ Personal Advancement and Career Consumers cannot be easily that focussing on the traditional the brand. Women in sport support Forward-thinking brands such Enhancement (PACE) ‘a programme hoodwinked and change needs to alpha female and her spending habits each other and work together to as Athleta (bought by Gap), are a that provides the women who make run deeper. As well as the pay gap, meant they were not capturing and find solutions to problems and leading sports brand for women our clothes education that helps Mel Berry points out that there are making the most of reaching out to advertising needs to reflect that.’ in the US who have gone a long them build the skills, knowledge and cultural issues at heart of sport, with the women sports apparel market, way to find and test clothes that confidence to advance.’ for example, very few directors in said to be worth $14 billion in the Solve a problem work for women of all shapes It’s very clear that sports brands NGBs and at an elite level. In the US. They responded with hugely ‘If you really want to engage women, and sizes. They are also talking to need to get to know all their female commercial world, Peat says, ‘most successful ad campaigns, such as I find a shared problem, and try to women in a way that gets results customers, and understand their agencies are run by men. And women Will What I Want (2014) and Unlike solve it,’ Peat agrees. ‘This Girl Can as the brand continues to thrive in individual needs, and their stories. are largely ignored,’ added to that, she Any which told stories and tapped recognised that women had a fear a challenging market. Campaigns With every passing year, more says: ‘We quickly rely on stereotypes into emotions about overcoming of being judged and they needed have included the ‘Power of She’ women are taking part in sport, being to promote our brand. It’s no surprise adversity and empowered women, flexibility and encouragement. And which is all about inclusion and empowered by sport and spending that sporting celebrities are also very regardless of race or other barriers. many women find that the basics are empowerment of women, as well as money on sport. It’s time to talk good-looking’. Storytelling is key, says Mel Berry. ignored. For example, sports clothing the worthy-sounding, ‘Permission to them. Women want to hear about real women doing sport, they want to be able to relate to the product and“ the brand. Women in sport support each other and work together to find solutions to problems and advertising needs to reflect that”

www.sports-insight.co.uk 42 COLUMN

GET READY TO MAKE THE JUMP TO HYPERSPACE! Paul Clapham examines the new ways to market your business to mobile users

ave you heard of hyper cent coverage of UK internet users. like a spotlight) is set up around a an alternative method of targeting mobile marketing? Few Their platform will optimise a specific geographic location, which where you don’t have a very specific CASE STUDY people in the UK have, campaign to achieve the best results can be right down to one building. location for your target audience. Halthough that is about to change. based on one of three criteria: Once the geo-fence has been set In this instance, a larger geo- Mercedes Benz World, in The concept has been around for up 3wise bid to place adverts on fence is created say to postcode Weybridge, has three main – This is brand awareness over a year – it’s an import from the Reach mobile apps or websites that are district level such as SW1, GU21, etc marketing objectives. They where ad impressions are US – and its UK advocates call it a already installed and being used on Once the geo-fence has been want to get more bookings on 1delivered to as many smartphones new wave marketing technique. I the smartphones that are inside that set up a socio-economic profile of their track days, sell more cars as inexpensively as possible. think that’s fair rather than hype geo-fence area. smartphone users would be chosen and target Deloitte to use their and that it justifies your attention. CTR (Click Through Rate) Uses for this have been the to target such as by:- conference facilities. So what is it? Hyper mobile following:- Using a HyperLocal Mobile – The platform will optimise  Gender marketing is a method of 2 Marketing campaign they are able adverts and bid to deliver the most Targeting the customers of  Eating habits – fine diners or fast placing adverts on ad-supported set up a geo-fence around the clicks, based on the best performing competitors in the hospitality food diners mobile apps or websites while a 1 track and main building to market ad on the best performing ad sector by geo-fencing the  Dog or cat owners smartphone user is using their upcoming events. network. competitor’s premises.  Business owners phone in a specified geographical With a HyperProfile Mobile  High worth individuals location. That translates to being CPA (Cost per Action) – Using Recruitment agencies have geo- Marketing campaign, they are able able to send marketing messages to 3a conversion tracking script, 2targeted particular employers to Once the geo-fence have been set to set up a geo-fence of postcodes people who are in places where you othe platform will optimise lure talent away with job ads. up, again bids can be made to place in wealthy areas close to the centre can persuade them to buy from you adverts and bids to deliver the and target high worth individuals Geo-fencing trade shows at adverts on the smartphones that are rather than your competitors. most conversions, based on the with adverts for Mercedes cars. venues such as Olympia and inside that geo-fence area and fit the Since 70 per cent, and rising, best performing ad on the best One such area is St George’s Hill, a 3the NEC, businesses can raise selected profile. This method is very of the UK adult population have a performing ad network. the visibility of their brand more effective to achieve the following:- very exclusive residential estate smartphone this has real reach. Due to the targeted nature of effectively than if they attended the on their doorstep, which they have Many of these smartphones have these campaigns, the conversion  Targeting high worth individuals show as an exhibitor. never been able to market into mobile apps installed that have rate averages around 0.5 per cent. for wealth management companies due to it being a strictly controlled advertising in them such as games This is significantly higher than Target potential customers by  Targeting diners for the gated development. like Angry Birds, the Daily Mail app the industry average for display 4geo-fencing their premises and hospitality sector Finally, with another HyperLocal and so on. Similarly, many websites advertising of 0.07 per cent. running an ad campaign. campaign, they are able to target such as telegraph.com, Amazon. Hyper Mobile Marketing This method is very effective  Targeting sportsmen and women the London office of Deloitte com, have adverts and it is possible comes in two variations, namely when you know where your and advertise their conferencing  Targeting managing directors to to use real-time bidding to place HyperLocal and HyperProfile. potential customers are going to be attend a local business exhibition facilities to Deloitte staff in the adverts on these apps and websites, in a specific location. building. when they are being used in a HyperLocal Mobile This method is perfect for targeting The Mercedes Benz World specific geographic location. Marketing HyperProfile Mobile customers over a larger geographic marketing team said that they The leading UK player in this HyperLocal Mobile Marketing is Marketing area and who fit a specific socio- have not been able to achieve this market, 3wise digital, has 95 per where a geo-fence (think of this HyperProfile Mobile Marketing is economic profile. level of targeted advertising. CONTACT US Hyper mobile marketing is a method of placing adverts on ad-supported mobile Tel: 01483 814400 “ apps or websites while a smartphone user is using their phone in a Email: [email protected] specified geographical location ” Web: 3wisedigital.co.uk @SportsInsightUK IN CASE YOU HADN’T HEARD... WE’VE BEEN BUSY After the phenomenal success of our 2018 event, the National Running Show will return in 2019 even bigger and better!

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he prizes that await a top “I remember Roy Keane telling sports coach have never Tony James talks to Damian Hughes about his about a half-time talk Fergie gave been so glittering and the in the dressing room during a game Tresults of failure have never been so career in sport and altering mindsets with Spurs. He walked in, said three savage. Inevitably, the sack looms words: ‘Lads, it’s Tottenham’ and for the man or woman who turns out walked out. The team went out and not to be superhuman after all. won the match! It’s time to find what’s gone “That was Fergie’s shorthand wrong and put things right, for ‘We know what Tottenham are and that’s where Damian about - they’re pretty but not gritty. Hughes comes in. Professor of I don’t have to tell you what to do.’ organisational psychology and Those three words said it all.” change at Manchester Metropolitan Hughes has no doubts about University, Hughes is in constant where David Moyes went wrong demand as the ultimate coach’s when he stepped into Sir Alex’s coach - an academic with a sports shoes. “You could see Moyes background and an uncanny knack walking into the bear traps that were of reducing winning mindsets and there for him,” was how he puts it. improved performance to a formula “Rather than tackling the big probably even someone’s granny things that needed tackling, he went could follow. into micro-management mode. It’s generally reckoned that Banning chips in the canteen is Scotland’s shock 25-13 drubbing a famous one, but I think he was of England in the last Six Nations overwhelmed by the big picture. rugby tournament and their first “One of the trademarks of Calcutta Cup win for a decade was Manchester United as a club is not entirely unconnected with that they keep on coming at you. Hughes joining Scotland as coaching Ferguson was relentless with his consultant. ‘We expect to win’ tone, but Moyes He is currently managing to was ’We hope to make it difficult.’ balance at least five simultaneous With that, you create a grey area careers with the expertise of a for players who are under pressure. juggler spinning plates: university I think Moyes was let down by professor, author of seven- some of the players, but his man- best-selling books, founder of a management wasn’t clear. I never change-management consultancy, got a sense of the kind of football motivational speaker and sports Moyes wanted to play at United.” organisational psychologist. Great coaches, according to He clearly remembers his Hughes, have one thing in common. mother’s reaction to his numerous “They create an environment in career shifts. “She said: ‘What which people feel safe enough to are you going to do when you get ask questions and admit they don’t found out?’ I’m still working out the know everything. That’s where the answer to that one,” Hughes smiles. real coaching work begins because No wonder that when he accepted people are exposing a gap in their his professorship he made sure that knowledge and are looking for a his mother and father were at the leader to help them fill that gap.” DAMIAN HUGHES WITH THE CLACUTTA CUP AFTER SCOTLAND'S ceremony. “My mum just had to WIN OVER ENGLAND IN THIS YEAR'S SIX NATIONS Hughes says Jose Mourinho is a be there,” he says. “Otherwise she past master of what he calls “guided would have thought I’d bought it off Solksjaer, who was looking after the Rugby Union’s Sale Sharks and perform well when they come under discovery.” “Mourinho’s training the Internet!” United juniors.” League's Warrington Wolves and pressure.” sessions are only 90 minutes long A personable friendly chap, and After five years it was time to the Premiership’s West Bromwich He believes that great sporting and game-based. At the start of son of legendary boxing coach move on. And his girlfriend at Albion. leaders keep things simple. “When the session he will give players a Brian Hughes, trainer of super- the time was working in HR and For most mortals, that would Jurgen Grobler arrived to take question and give them 90 minutes middleweight champion Robin Reid, suggested he gave it a go. So in his be enough, but not for Hughes. His over English rowing he asked every to solve it. Hughes’s first love was football. He mid-20s, Hughes jumped from book on boxing legend Thomas rower to answer the question: Will “What he is trying to do is made the England schoolboy team the world of professional football Hearns won critical claim, the what I am doing make the boat go create players who can think for before serious illness cut short his into the corporate environment of biography of Marvin Hagler was the faster? themselves.” career. Unilever. year’s best selling sports book and “Steve Redgrave was dismissive At Manchester City, Pep After collecting a classics degree And the girlfriend? Geraldine his memoir on Sugar Ray Robinson of the idea that he needed to Guardiola takes pains to persuade at Leeds University, he turned his became his wife and mother of was awarded sports book of the year. incorporate weights in his training. players to adapt to the culture of thoughts to football coaching and their young son George. The family Sporting icons like Jonny When Grobler produced statistics the club, while at Liverpool Jurgen after a spell with the Bobby Charlton now live in the peaceful Cheshire Wilkinson, Sir Alex Ferguson, Tiger showing that increased power from Klopp develops intense personal Soccer School, became a coach at countryside. Woods and Sir Ian McGeechan weight training would make the boat relationships with his teams so that the Manchester United academy. At Unilever, Hughes could put have praised Hughes’s methods go faster, Steve became one of the they trust him enough to follow his “I began to think about why all his theories to the test. Rising of boosting confidence and most committed weight-trainers in demands without question. young players of the same ability quickly through the ranks he performance by going back to basics. the team. “The secret in all cases is keeping often went differing ways,” Hughes managed to push the company’s Hughes explains: “I have pored “In a world of noise and hype, things simple,” Hughes says. “I remembers. “I became fascinated Port Sunlight factory, languishing over the thousands of notes and what these coaches are doing is learned that from my dad. In the by the mental side of the sport, and in the bottom three of the firm’s 100 observations from the great coaches reducing things down to their most boxing ring, a coach has only 60 decided to take a three-year post- plants, into the top five. and have recognised over and over, simple form and understanding the seconds between rounds to get his graduate course in psychology. Eventually, sport lured him the same principles at work and the essence of what we are trying to message across, and that was all “I loved every minute of it and back. In 2008 he joined forces with same mission: Can you get people to achieve. For instance if you talk to Muhammd Ali needed to become working full-time at the academy, I former England Rugby League start realising their potential? players who worked with Sir Alex champion of the world.” was totally immersed in the winning coach Tony Smith and also became “It’s all about engaging with Ferguson they will tell you about the *Damian Hughes’s latest book, environment. I was working sports psychology consultant people, persuading them to way he could get immediately to The Winning Mindset, is now out in with top people like Ole Gunnar for professional teams including remember your message and to the point. paperback.

www.sports-insight.co.uk 46 UNDER THE COUNTER A sideways look at the world of independent retailing Everybody needs a holiday – don't they?

few days ago, I closed the reasonably optimistic to find a water- the general enjoyment. shop for ten minutes and pipe had burst and ruined three boxes It was left to the head buyer to carried out a yearly ritual of badminton shoes, and there was deliver the denouement at the end startedA by my dad in 1948 and which a letter from the Inland Revenue of the second week."Enjoyed your we have observed in his memory casting serious doubt on my tax holiday, Eric? You look much better ever since. returns. Oh yes, and the dog had died. for it." Personally, I thought it was And why not? After all, where Norman has always resisted quite a good way to spend a holiday. would we be if life became so busy going on holiday and particularly Now Norman, whose idea of a and complicated that we no longer to faraway places with strange- really good holiday is to spend a week had time to pause and remember sounding names but last year his wife in his shed repainting his garden those sunlit days when doctors said Enid insisted on arranging a holiday gnomes in the colours of West tipped cigarettes were good for your to a destination Norman only knew Bromwich Albion, is already trying to throat and it took four months to get as "Abroad”. It turned out to be the persuade me to have a proper break over whooping-cough? Norfolk Broads. this year for reasons that I haven't So this is what we do. With my In my experience, holidays can yet discovered, but which fill me with devoted assistant Norman standing bring out the worst in us. During a foreboding. at a respectful distance I pin up brief sojourn in a department store I've got a feeling that the dates the holiday-list on the back of the I then write "HOLIDAY LIST" on ask me. My last holiday was four many years ago I had an under- he's suggested for when I'd be away stock-room door and intone the time- a piece of cardboard and rule enough years ago - a horse-drawn caravan manager who couldn't remember coincide with the annual visit to honoured phrase: “Which two weeks lines to accommodate the staff of the trip through rural Ireland. It ended anything. the shop of the local ladies' skittle do you want?" to which he replies: John Lewis Partnership. Then I say: abruptly after two days when the Consequently, when he booked league to try on their new Lycra "I suppose you'll want August “Can you give me your vacation dates horse went berserk and galloped, his holiday for the first two weeks in sweatshirts, and the look in Norman's Bank Holiday." as soon as possible because I'd like to with the caravan and two screaming June, he came into work as usual on eye when they arrived last year wasn't Although there are now only two of get things finalised. We might have to grandchildren, into the sea outside the Monday. something you'd want your auntie us in the shop since the lad on work- get some temporary staff in." Klonakilty. No one said anything. By to see. experience was arrested for sawing We look at our diaries and consult The one before that ended equally Wednesday, bets were being taken So it might be wise not to go too far off his electronic tag, we go through our wives. We may even bring in unexpectedly when a package hotel on how long it would be before Eric away this year, but on the other hand this farce every spring and probably brochures for snorkelling in the in Tunis was raided by police at realised he should be on the beach everyone needs a break away from always will. Galapagos Islands and bus tours of 3am and turned out to be a thriving at Frinton but the following week he it all, relaxing and doing something Round about the middle of April, the East Anglian tulip fields, but we brothel - a fact which was not was still coming in to work as usual different. Norman will say something like: know we’re not fooling anyone. In mentioned in the brochure. and the department had a festive air. And the local garden centre does “Have you thought about drawing up our heart of hearts, Norman and I And of course there's always It was apparently the funniest have a rather good set of gnomes the holiday schedule, boss?" to which we both hate holidays and will do the chance that something awful thing that had happened in years. One which I reckon would look really great I will reply: “Goodness, is it that time anything we can to avoid them. will happen when you're away. For or two of us felt that we ought to say in the colours of Wolverhampton of year already?" And with good reason, if you instance, I once returned bronze and something but didn't want to spoil Wanderers.

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