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T: 01507 523243 [email protected] www.gforcesportswear.co.uk IN THIS ISSUE Contents 07.11 E-CATALOGUES & BROCHURES To view the latest trade e-catalogues ABC Certification SportsInsight and brochures, working with visit www.sports- Sports Insight has a current ABC insight.co.uk. certified circulation of 5,496 (audit period July 1, 2010 - June 30, 2011). The Audit Bureau of Circulations ONLINE COMPETITIONS (ABC) is an independent audit watchdog that verifies For more details on the latest Sports Insight magazines’ circulation figures, providing accurate online competition visit www.sports- and comparable data for advertisers. insight.co.uk and click on the competition tab ABC Certification demonstrates a media owner’s for your chance to win. integrity, in their willingness to be audited and to conform to industry standards. WEEKLY E-NEWSLETTER Are you missing out on the latest industry news? Then subscribe to the FREE Sports Insight newsletter. Simply go to COVER STORIES www.sports- insight.co.uk and 30 FSPA SPORTS STUDY 66 UNDER THE COUNTER click on the 100-page UK market report published A sideways at the world newsletter tab. of independent retailing 40 MARKETING WWW.SPORTS-INSIGHT.CO.UK The ‘magic words’ that boost sales IN SEASON 58 ECOMMERCE 44 TENNIS 9 tried and tested ways to drive online profits 46 TRIATHLON 50 RUGBY REGULARS 52 SWIMMING 10 NEWS Latest headlines, key dates and events FEATURES 18 KIT STOP 8 PRICE PRESSURE Essential stock for your shop Is the VAT increase to 20 per cent hiding the true value of the sports retail sector? The NPD 26 FOCUS ON Group investigates footdisc insoles 34 KIT PARADE What are the issues facing a selection 29 MOVERS & SHAKERS of the smaller kit manufacturers and Mark Upshall, product manager suppliers in this market? at Mitre Sports International 38 MY SPORTING LIFE 33 TALKING SHOP Daryl Selby, the national squash and Katrina Ellerton is director of online sports director of sports retailer Off The Wall retail outlet Sportfreakz.com 63 E-TAILING The pros and cons of marketplaces versus your own ecommerce store

Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media (2000) Limited. The views expressed in this Email: [email protected] Publisher: Matthew Tudor magazine are not necessarily those of the publisher. Every effort is made to Assistant Editors: Catherine Eade and Louise Ramsay Art Director: Jim Philp ensure the veracity and integrity of the companies, persons, products and services mentioned in this publication and details given are believed to be Advertising Manager: Keith Marshall Tel: 01206 508601 accurate at the time of going to press. However, no responsibility or liability Tel: 01206 505947 Email: [email protected] whatsoever can be accepted for any consequence or repercussion of Email: [email protected] Designers: Chris responding to any information or advice given or inferred. No part of this Fax: 01206 500243. Advertisement Art Director: Clare Brasier publication may be copied, broadcast, interpreted, or stored, in any form, for Advertising Sales Reproduction: Ace Pre-Press. Tel: 01206 797541 any purpose, without the written permission of the publisher. 21-23 Phoenix Court, Hawkins Rd, Accounts: Philip Bale. Tel: 01206 505907 ABC certified circulation: 5,496 Colchester, Essex CO2 8JY Published by Maze Media (2000) Ltd, 21-23 Phoenix Court, (audit period July 1, 2010 to June 30, 2011) Group Advertising Manager: Sam Reubin Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues)

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Price PRESSURE Is the VAT increase to 20 per cent hiding the true value of the sports re tail sector? The NPD Group investigates

The general conception is that we are slowly coming out of the turmoil that has brought the retail sector close to its knees over the past two years. In some parts of the country new stores are opening for business, thus going some way to revitalising their high street locations. Many retailers are reporting healthy sales and expanding into new areas, but is the market really in good health? NPD’s Consumer Panel states that the sports footwear and apparel market increased by two per cent in the 12 months to March 2011 when compared to the previous year. Both footwear and apparel sales have grown at a similar pace, so on the face of it the market is looking in decent shape.

08 SPORTS INSIGHT marginal increase on Q1 2010. bottoms sales. Shop Direct experienced a 29 Another interesting aspect is that as the per cent fall in apparel volume and a similar cost of full priced items rose, so did the price percentage decrease to Tesco when it came to of reduced goods. According to NPD, items tops and bottoms. selling at a reduced price have increased by A retail success story of the past year has seven per cent on 2010, while the average been Marks & Spencer - one of the few price of discounted offers has rise by two per retailers to reduce the price of its tops. This cent. Full priced items rose in price by six strategy appears to have paid dividends, as per cent. although overall its apparel business has fallen, M&S’ tops sector has begun to see Competitive improvement. This though is an overall market picture and Did retailers jump too soon when it came it would be folly to suggest that every to increasing their prices? Whether they were retailer has struggled. Sports Direct and JD forced into it because of rising costs or it was Sports have performed consistently well, and a strategic move, it appears that only a few it is due to their size that they have been able got the timing right. Consumers are not yet to keep prices competitive. So it’s no returning to the high street in healthy coincidence that these retailers have seen numbers, so until footfall increases retailers sales volumes rise. will have to make some clever strategic Other retailers have not been able to decisions to keep the numbers in the black. si achieve this, and it is away from the two mega sports stores that the market has struggled. Ten retailers in the top 20 saw The NPD Group monitors the sales of sports volumes on the decline as they entered the footwear and apparel in many countries around first quarter of 2011. Nine of these retailers the world. For more information contact The implemented price increases, with only NPD Group sports team on 01932 355580. Matalan able to keep prices in check. Even Tesco and Primark had to raise their prices, with the latter retailer seeing declining sales as a result.

Bottom line Outside the leading two sports chains, the ‘tops and bottoms’ market is not so important, but it plays a large enough role to impact on retailers’ bottom lines. Around 50 per cent of sales are attributed to these two types of garments in the rest of the market, and lost value here can significantly Pricing hit turnover. Tesco’s overall apparel However, when you start to look at loss was 14 per cent in the subject of pricing, another point volume, with over 50 per comes to the surface. The rise in VAT cent of this decline to 20 per cent, which came into force attributed to lost tops and last January, has meant average prices have risen. Most retailers didn’t drop their prices when VAT was temporarily reduced from 17.5 per cent to 15 per cent on December 1, 2008, but by the start of 2011 prices on the high street began to rise - reflecting the tax increase - while at the same time some enterprising retailers offered ‘VAT busting’ deals to attract potential customers. Does this mean that the market is only growing because of price rises? When studying the level of units sold in the GB sports market, NPD found the sector has remained static. Around 50 million units of footwear and apparel were sold in Q1 2011, a

www.sports-insight.co.uk 09 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... Send your news stories to the Sports Insight news desk at WHAT’S NEWS [email protected] or call 01273 748675 Dates OUTDOOR TRADE SHOW SEPTEMBER 26-28 SPORTS PLC Stoneleigh Park, Warwickshire INTERSPORT Q2 2012 SHOW LOOKING TO BUY AS SEPTEMBER 27-28 Cranmore Park, Solihull STAG ALL IRELAND CEO SETS OUT BUYING SHOW 2011 OCTOBER 23-24 GROWTH STRATEGY Tullamore Court Hotel, Tullamore, Co Offaly Online retailer Sports PLC is seeking to expand its global operations through acquisitions, its CEO Simon Millington STAG BUYING SHOW 2011 has announced. 20-21 NOVEMBER The UK-based company, which owns and Cotswold Water Park, Four Pillars Hotel brands Forgan and Woodworm and also has successful retail operations in the USA and , sees expanding its ISPO MUNICH product portfolio by acquiring other JANUARY 29-FEBRUARY 1, 2012 companies as a key part of its growth strategy. New Munich Trade Fair “We are proud to be in a position where we can continue to invest in Sports PLC and strategically plan our ISPO BEIJING growth efforts,” says Millington. “Our successful business FEBRUARY 22-25 has been built around establishing our own brands and China National Convention Center acquiring others, as we did with Woodworm, and we are actively pursuing this plan. “We would be interested to hear from any sport brands SMMEX 2012 and companies in all markets. All enquiries will be treated as MARCH 5 highly confidential. Wembley Stadium “Our economies of scale in product sourcing, sales and customer support, and warehousing and distribution mean we are ideally placed to either galvanise an established company that’s suffering in the current economic conditions, or provide a fantastic platform to help a new company or brand achieve its objectives.” Sports PLC rescued Woodworm from administration in 2008 and resurrected the fortunes of Forgan of St Andrews, the world’s oldest golf club maker. Adds Millington, who heads the operation from Hong Kong: “We buy our products from all over the world in huge quantities and by selling direct to thousands of end users we are able to pass on massive savings and create tremendous high quality, value-for-money brands. “Having access to this resource and customer base is a proven way to build a business and we’d love to find more brands, products and companies to add to our portfolio and help realise their potential.”

…INTERSPORT UK has promoted Transfer Bridget Marshall-Keith to product and brand manager. Marshall-Keith has spent Market 21 years in the sports trade, starting her career at Terry Warner Sports before joining INTERSPORT…John Scott, the CEO of the Glasgow 2014 Commonwealth Games organising committee, has resigned after admitting breaking rules about accepting gifts and hospitality from a potential supplier…following the appointment of Duncan Bembridge as sales director for JanSport in Europe, the Middle East and Africa (EMEA), The North Face has promoted Nathan Hill to sales and marketing director of the brand…in line with the ongoing development of the Hilly brand, the company has appointed Alex Wilson as its representative for London, the south east and Channel Isles…

10 SPORTS INSIGHT “I don’t remember the last time I ate KFC. I haven’t had a Guinness for about three months. It’s the way it has to be, but it sucks.” Usain Bolt reveals the sacrifices top athletes have to make.

TURNAROUND MAKING GOOD PROGRESS, SAYS JJB JJB Sports’ turnaround business plan is making good progress, the retailer said at its AGM on July 8. The company has closed 38 CVA stores, completed eight store refits, and realigned its cost base in-store, through the supply chain and at its retail support centre in Wigan. JJB said that while working capital and cash management are its key focus, in the 22 weeks to July 3 the financial performance of the business has been in line with the board’s expectations. “We are delivering on our business plan objectives and progress remains on track,” says JJB chairman Mike McTigue. “While we expect the retail environment to remain extremely challenging over the medium term, we are confident of delivering the full turnaround to ensure JJB’s future as a prosperous business.” QUARTERLY REVENUES AT NIKE RISE 14%, BUT MARGINS TAKE A TUMBLE Nike’s latest quarterly revenues rose 14 per cent to $5.8 billion, in what president and CEO Mark Parker described as “exceptional results in extraordinary times”. “Our business is organised to drive growth across multiple brands, geographies and categories as we manage through the ever-changing macroeconomic landscape,” says Parker. “We continue to deliver compelling innovation to athletes and consumers, and strong returns for our shareholders. The global appetite for sports has never been stronger.” Revenues rose by one per cent in Central and Eastern Europe, five per cent in Western Europe, 22 per cent in North America and 21 per cent in China. Forward orders scheduled for delivery between June-November also look healthy for Nike, totalling $10.3 billion - 15 per cent higher than orders for the same period last year. However, the company’s gross margin fell from 47.4 per cent to 44.3 per cent, driven by higher production costs.

www.sports-insight.co.uk 11 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... Send your news stories to the Sports Insight news desk at WHAT’S NEWS [email protected] or call 01273 748675 JD SPORTS SIGNS LICENSE AGREEMENT WITH JD Sports will sell the Fila brand from this autumn after signing a long-term licensing agreement covering the UK, Ireland and the Channel Islands. Fila will also be sold in other fascias of the JD Group, selected wholesale channels and in its retail stores across Europe. The news came on the same day as master licensee Fila Luxembourg announced similar deals in Europe, the Middle East, Northern Africa and India. The agreements include the rights to manufacture and sell women’s, men’s and children’s apparel, footwear and accessories. “We are thrilled to have the opportunity to combine our Fila brand with the successful, well-established infrastructure of our new licensee partners in the EMEA region,” says Gene Yoon, chairman of Fila Korea, the parent company of Fila Luxembourg. “Each partner has scale, performance market positioning and the ability to deliver growth in both profitability and market share, quarter after quarter. I cannot think of better broad-based partners for our brand in these markets. As we celebrate the centennial of the Fila brand, we look forward to working with each partner to reestablish Fila as a premier sport lifestyle brand in the influential EMEA region.” “The Fila brand is one of the most recognisable names in sportswear and athletic footwear and has long been known as an authentic sport brand,” says Peter Cowgill, chairman of JD Sports. “We are excited to share in the heritage of this storied brand through this licensing arrangement. “This partnership allows us to advance our strategy of bringing high quality, sport fashion brands to our consumers.” As part of the restructuring process, most of the previous Fila operations in the UK, and Italy are being discontinued. In addition, a commercial director, based in Italy, will be appointed to coordinate Fila activities in EMEA with additional administrative and product functions based in Europe.

Sponsorship …Caroline Wozniacki has renewed and extended her role as a global Sony News Ericsson brand ambassador to support its Xperia smartphone portfolio. The Danish tennis star has signed a deal that will extend her partnership with Sony Ericsson to 2013. The exclusive off-court agreement expands the Wozniacki sponsorship from Danish-only to a worldwide contract… is the new technical partner and official supplier of all playing and training kit to Swansea City FC… has agreed a four-year kit supplier deal with 1860 Munich... has extended its sponsorship with South African cricketer Jacques Kallis…PowerBar has signed a deal with Harlequins to become the club’s official sports nutritional supplier for the next five years…The Football League has extended its partnership with Chevron, owner of the Texaco brand, the official Motor Fuel and Motor Oil Partner of the npower Championship, until the end of the 2013/14 season. The three-year renewal takes the relationship to six seasons and will see participating Championship clubs receive funding towards the cost of first team travel. The multi-million pound ‘opt in’ deal also includes designation, club inventory - including perimeter boards - and programme advertising for all participating clubs. Texaco will remain as sponsor of the online Fantasy Football predictor game for the Championship and receive an online package across participating club and Football League websites… FIFA has revealed that Johnson & Johnson has joined its sponsorship family as Official Healthcare Sponsor of the 2014 World Cup…British Swimming has announced British Airways as its official airline in a deal that will

12 SPORTS INSIGHT “I went back in the gym, but it just wasn’t the same after Pacquiao. I couldn’t get up in the morning to go running, I couldn’t do the sparring and I couldn’t walk past the chippy.” Ricky Hatton reveals the reasons behind his decision to retire from . SPORTS DIRECT GROUP REVENUE TOPS £1.5 BILLION Sports Direct’s chief executive said the success of the company’s employee bonus share scheme was key to its 10.2 per cent increase in group revenue for the year ended April 24. Group revenue hit £1,599 million, while profit before tax stood at £118.8 million. The group’s gross margin increased from 40.6 per cent to 41.2 per cent. As a result of hitting its underlying EBITDA (earnings before interest, taxes, depreciation and amortization) targets, around 2,000 of Sports Direct’s 17,000 employees will receive share payouts in both 2012 and 2013. ISRA SHOW CREATES “This has been an excellent year of growth for the group in what has been a challenging retail environment,” says ‘REAL BUYING ENVIRONMENT’ Dave Forsey, Sports Direct’s chief executive. “The strength of Both retail members and suppliers played their part in creating our business model means we are very well positioned for a “real buying environment” at the latest ISRA show, according the challenges and targets for the future. to John Riordan, the buying group’s coordinator. “Our progress since the year end is in line with Forty suppliers exhibited, including the likes of Harrows, management expectations and we are confident of reaching Ridge 53, Reusch, Mizuno, ASICS, Fitness-Mad, Precision Training our current year target of underlying EBITDA.” and Wacky Sox, while over 30 retailers attended the two-day event, which took place at the superb five-star Heritage Golf & Other highlights of the retailer’s preliminary results: Spa Resort in Killenard, County Laois on July 11-12. ■ Online revenue increased 97.1 per cent from £48.6 million “Promoting buying activity is especially challenging in sports to £95.7 million, which represents 7.7 per cent of total UK retail in Ireland at the moment,” says Riordan. “For that reason, retail sales. both suppliers and retailers had realistic expectations at this ■ International retail sales were up 10.3 per cent to £132.3 show. I am pleased to say that these expectations were met. million. “As always, it was great to see the level of supplier support ■ Brands total revenue fell 1.5 per cent to £187.7 million, for ISRA members. It is a time where it is critical that the retail driven by Sports Direct’s strategy to change some of its and supplier links in the chain work closely together, and ISRA sales from wholesale to licensing. provides that unique opportunity. “The overall effect of this cooperation was that levels of orders placed at the show were on a par with the same period provide national teams with flights to major swimming events…The last year. I would like to thank our members and suppliers for Scottish Premier League and Mitre have agreed a four-year their continued support, and look forward to an uplift in partnership that will see Mitre continue as official supplier until activity for everybody over the next few months.” 2015…Jaguar has signed a deal to sponsor the English Cricket Board Positive reactions from all members allowed Fitness-Mad to channel on ePlayer, the VoD network…ASICS has been unveiled as the enjoy a good couple of days at the Heritage Hotel, according to official sportswear and running shoe partner of the Bupa Great Run Jon Drage, the brand’s sales manager. Series. The running brand will display, promote and sell products at “With a growing range and a change in supply chain, there some of the largest running events in the UK, and will create a dedicated area on the Great Run website offering product and training was a lot to discuss over the show, with the reaction from the advice for runners…The FA has agreed a three-year deal with members being very favourable,” explains Drage. Budweiser that will see the lager brand become the Lead Partner of “The ISRA group represent all that is best with traditional The FA Cup, to be known as The FA Cup with Budweiser from next ‘real’ sports shops and the product quality and added value the season…event promoter internationalSPORTgroup has appointed Mad brand could add was recognised, with many members MANTIS as the Official Racket Partner for the ROWE British Grand Prix taking the opportunity to add Fitness-Mad as a new supplier to Squash Championship 2011, to be staged in Manchester from bolster their existing accessories supply. September 19-25…2XU has signed a two-year agreement to be the “Coupled with the usual legendary Irish hospitality, it all exclusive Official Compression Partner of World Triathlon Corporation’s made for a fantastic trip, with our thanks to John Riordan for a global IRONMAN Series. The apparel brand will now operate as the well organised show.” preferred supplier of compression apparel at IRONMAN and IRONMAN 70.3 events…adidas and the Argentine Football Association have extended their sponsorship agreement until December 2022…Gráinne Murphy, the 18-year-old Irish freestyle and individual medley swimming sensation, has joined ’s Elite Team of sponsored athletes…British tennis talent Heather Watson has joined Dunlop as an official ambassador. She will be endorsing Dunlop’s new Biomimetic range and currently uses the Dunlop Biomimetic 300 Tour tennis racquet… www.isra.ie

www.sports-insight.co.uk 13 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... Send your news stories to the Sports Insight news desk at WHAT’S NEWS [email protected] or call 01273 748675 INTERSPORT Q1 SHOW PACKED WITH EXCLUSIVES INTERSPORT’s Q1 show, which took place at the retailer’s Solihull headquarters on June 29-30, was packed with exclusive brand campaigns and product deals that left members spoilt for choice. A total of 42 suppliers were in attendance, including adidas, Nike and six ’showcase’ brands, as well as an international INTERSPORT area and own-brands PRO TOUCH, TECNOpro and ENERGETICS. In addition, the show featured a number of key focus areas, including exclusive campaigns from adidas, ASICS, and Nike, as well as EURO 2012 and London 2012 presentations. The central INTERSPORT area showcased comprehensive footwear and apparel collections with new exclusive products from adidas, ASICS, , , Nike, Puma, and Salomon. ASICS hosted a drinks reception for members on the evening of the first day of the show, taking the opportunity to present its new running category called NATURAL. “Even with the tough retail environment, the members were positive and good orders were received,” says Tom Foley, INTERSPORT’s general manager. “The shows are a great opportunity for us to work as a group, where collective and directional buying yields positive results. “The team are working hard and developing to make the shows a success for suppliers and members alike.”

…The VF Corporation, which owns brands such Sports as JanSport, The North Face and Vans, has bought Timberland for around $2 billion…a new sports programme has been launched by Sport England to give 300,000 14 to 25-year-olds the chance to receive six-eights weeks of coaching. Sportivate is a £32 million National Lottery funded project that aims to increase sport participation among teenagers…Columbia plans to launch new ecommerce websites for its flagship Columbia and Sorel brands, enabling customers in Canada, the UK, Germany, , Italy, Netherlands, Belgium, Austria and to buy online from a company managed site for the first time…The Board of Sport England has reduced the funding available to the League and England Golf Partnership as a result of disappointing participation figures revealed in the Active People survey…JD Sports has bought the eight-store menswear retailer Cecil Gee for £1.7 million. The retailer has also announced that JD Sprinter Holdings 2010, its newly incorporated 50.1 per cent subsidiary, has acquired the trading businesses that make up the Sprinter group of companies in Spain for €20 million. The sports retailer has 47 stores, primarily based in Andalucia and Levante…Sports Direct has acquired an 80 per cent shareholding in USC and Cruise for £7 million. USC currently has 38 UK stores and a turnover of £70 million. Cruise has 10 stores in the UK and an annual turnover of around £20 million. Both fashion retailers are owned by Sir Tom Hunter, who will retain a 20 per cent shareholding in both USC and Cruise and will remain as chairman of both companies. He will also provide strategic guidance to Sports Direct’s newly established Premium and Luxury Lifestyle division. Sports Direct will provide a facility of up to £20 million to enable the existing management teams to develop the two businesses, which enjoy premium market positions…a new free-to-view digital sports channel dedicated to the live streaming of British sports is set to launch in September. Backed by sports production company Input Media, brand engagement specialist Kameleon, the Telegraph Media Group and Convers Sports Initiatives, a rapidly expanding sports, media and entertainment company, GBsport TV says it will stream 1,400 hours of live coverage a year. The core sports GBsport TV will cover include athletics, badminton, , boxing, cycling, gymnastics, , hockey, rowing, sailing, swimming, taekwondo, tennis and winter sports. The coverage will be a combination of live domestic and international events, including national, European and world championships…

14 SPORTS INSIGHT “When I see guys who are smaller than me, I start thinking I can come back and knock out most of them. Then I talk myself out of it.” Don’t expect to see Lennox Lewis, 45, in a boxing ring any time soon. ADIDAS TO INVEST OVER €100 MILLION IN NEW DISTRIBUTION CENTRE adidas has announced plans to open the biggest distribution operations, adds: “The new distribution centre will support the centre in its history in Niedersachsenpark, Germany in the first ambitious growth targets of our company over the years to half of 2013. come. At the same time, this facility will enable us to reduce Costing over €100 million and creating around 200 jobs, complexity, increase productivity and the centre will accommodate wholesale, own retail and offer better services to our ecommerce for both the adidas and Reebok brands in customers.” Western Europe. Ground is scheduled , adidas Group CEO, says: “Until to be broken at the 2015 we want to grow our business to €17 Niedersachsenpark site billion. The new distribution centre will in August, with the enable us to bring our products faster centre forecast to and more efficiently to our customers reach its full capacity and consumers. by 2015. The facility “This major investment in a will be part of state-of-the-art facility also clearly adidas’ ‘Green shows our commitment to our Company’ initiative, home market, Germany.” which aims to reduce Glenn Bennett, an executive the group’s board member of the adidas Group environmental who is responsible for global footprint.

www.sports-insight.co.uk 15 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... Send your news stories to the Sports Insight news desk at WHAT’S NEWS [email protected] or call 01273 748675 people try Aqua Sphere goggles the product speaks for itself.” AQUA SPHERE’S NEW GOGGLE Steve Coram of triathlon specialist Cyclelogic in Helston also believes it’s important for prospective customers to be able to inspect the goggles to fully appreciate their features. PACKAGING BOOSTS SALES “People are particularly impressed with the wide panoramic vision Aqua Sphere is helping boost sales for its retailers, thanks to its redesigned and superb One Touch button that allows for easy adjustment to create goggle packaging - which is proving a hit with independents up and the perfect fit,” Coram adds. “The new packaging easily conveys the down the country. technological innovations of the product in bullet points and the reusable The swim brand has invested a significant sum of money in the case is very durable, capable of withstanding constant on-off hanging, presentation of its goggles, introducing new high impact graphics inside and is very easy to open and shut. reusable cases, which not only enhance shelf appeal, but are also 11 per “People can immediately see that this is a quality product, which has cent smaller than previous packaging. been really thought through, even down to the case. I’m happy to say The cases also feature an improved universal hook; a durable internal that sales are strong.” display card, which is colour coded to differentiate each model According to Jo Holvey of INTERSPORT member John Moore Sports in and clearly explains the technological features; a Bath, the new packaging looks good, takes up less space and presents a ‘Made in Italy’ stamp; and useful drainage holes. fresh and sharp image that attracts customers. “There’s no doubt that Aqua Sphere’s new She explains: “We encourage people to try the goggles, which they packaging looks smart and displays the goggles really appreciate, and we are not scared of them getting into the display to better effect,” says Mark Savage of D&J and trying on various styles because we know it’s an easy and secure Sports in Cirencester. procedure to replace the goggles without damage. “Crucially, it’s very easy to get the goggles “Aqua Sphere is our favourite goggle brand and we are quick to out and let people try them without recommend it because we know it represents innovation and quality, and compromising the case, and we feel that is once people try it they will be hooked. By making it easier for us to help essential if customers are to fully appreciate the people test the fit for themselves, Aqua Sphere is reaping the rewards differences in the various makes and models through increased sales. and make an informed purchase. I believe we “The thought and investment that has gone into this repackaging is are selling more units as a result, because once definitely paying off for both parties.” SURVEYS PREDICT OLYMPIC SPENDING BOOST The UK is set to benefit from a £750 million consumer spending the high profile surrounding the Games. boost during the seven-week period of the London 2012 Olympic Much of the growth in spending on sports goods is likely to be and Paralympic Games, according to a report by Visa Europe. shared among the biggest brands in the industry, as consumers are Expected to be the biggest ever consumer spending increase for expected to gravitate more towards established names. a host country, the Games will deliver up to £5.1 billion to the UK New research among leading sports and outdoor retailers and economy by 2015. buyers confirms the trend and shows one in five pointing to a The report, A Golden Opportunity - London 2012 Olympic significant 33 per cent swing towards established brands since 2008. and Paralympic Games Expenditure and Economic Impact, found Last year an estimated £7.7 billion was spent on sporting goods that during the three weeks between the opening and closing in the UK, with cycles, footwear and apparel at the top of shopping ceremonies tills will be ringing to the tune of an extra £621 lists - putting the nation in fifth spot in a global industry believed to million. This will be supplemented by a further £129 million be worth £172 billion in 2010. spend during the Paralympic Games, an increase of 18.5 per cent The UK Sporting Goods Report is the first published by Amer above what would be expected during the same period had the Sports since the beginning of 2008 - the year that saw the biggest Games not taken place. economic downturn in generations. It highlights the track record of Meanwhile, the Games are expected to give the UK’s sporting major events like the Olympics and FIFA World Cup in lifting sales of goods industry a major fillip over the next two years, claims a new sporting goods across all sports. report from sports equipment company Amer Sports. Amer Sports, which includes among its portfolio brands such as The sporting goods sector - which includes equipment used in all Wilson, Salomon, Precor, Atomic, Suunto, Mavic and Arc’teryx, ball sports, outdoor activity, and gym and fitness regimes - is believes that working with retail partners to introduce innovative anticipating a strong sales recovery between now and 2013, led by new products holds the key to future success. London 2012

16 SPORTS INSIGHT FOR FULLY FUNCTIONAL INFANT FEET The long awaited VFF Kids Range

www.primallifestyle.com | 01306 883 240 | [email protected] Brought to the UK by Primal Lifestyle Ltd. Exclusive Distributors of Vibram Fivefiingers to the UK Market With Vibram Fivefingers, you are the technology. PRODUCT ROUND-UP KIT stop Essential stock for your shop

GFORCE - A CRICKET RANGE TO BOWL YOU OVER Cricket wear has historically been a lynchpin of the Gymphlex collection, and this remains true within the cutting edge GFORCE collection. High performance fabrics and superior designs all go to create what has to be one of the most attractive ranges of cricket wear on the market. The collection comprises several cricket garments, including , shirts and overshirts, available in a choice of six designs. All can be enhanced with flashes of team colours or embroidered club badges or logos. Fabrics such as Aircool, Eyedroplet and Cotton Jersey have been selected as they offer excellent moisture management properties and unrivalled comfort. As with all of the GFORCE To find out more about GFORCE collection, these cricket garments are visit www.gforcesportswear.co.uk available on minimum orders of just or call Gymphlex on 01507 523243. 10, making GFORCE a practical solution for clubs seeking a fresh image.

CORE COMPRESSION SHORT WITH BIOFLEX CUP

● X-FIT CUP RETENTION SYSTEM integrates a wraparound external supporter for unparalleled comfort, fit and protection.

● VERSATILE COMPRESSION SHORT with interlocking flat seams, a ventilated inside cup pocket and comfort fit waistband.

● BIOFLEX CUP unique, vented bio- shape body with integrated gel perimeter pad for unrestricted movement and improved comfort.

● Constructed with supportive four-way stretch anti-microbial fabric that wicks moisture away from the skin.

18 SPORTS INSIGHT www.sportindustry.biz

PHYSICOOL What do you currently offer customers suffering from a sprained ankle, Achilles injuries or plantar fasciitis?

Physicool supplies an innovative range of reusable cooling bandages that: ■ Administer instant cooling. ■ Reduce swelling. ■ Combat pain. ■ Offer compression and support. ■ Work without prior refrigeration.

Cooling Bandage size A. Trade price £5.53. RRP £9.99. 1,200 units bought by runners at the London Marathon Exhibition. Here’s what some recent Physicool customers had to say about the products: “More portable and certainly less hassle than ice packs, I found them indispensable for treating a recurring niggle on the recent Atlantic Coast Challenge triple marathon.” Justin Bowyer, ultra-marathon runner. “Physicool worked fantastically for one of my champion fighters. Tim Newman won the British title For more information visit belt and damaged his foot during the bout. We used it “A great alternative to ice, with the advantage www.physicool.co.uk. Available on his foot, whereby Tim felt instant relief as the that our players can maximise recovery by leaving it from the Reydon Sports bandage cooled the wound and absorbed the heat from on for extended periods after a game.” Ray Breed, catalogue (page 173). the swelling.” Gary Cross, manager, G4 MMA fighters. high performance coach, Kangaroos, Australia.

www.sports-insight.co.uk 19 PRODUCT ROUND-UP

HEAD Maria Sharapova, the newest addition to the pro-player team, and Thomas Berdych will play with the YouTek IG Instinct MP, launching at the US Open. The latest addition to the HEAD tour racquets features a slim, aerodynamic frame geometry in the racquet head, making the racquet more manoeuvrable and allowing for highest swing speeds. In contrast, the newly designed racquet shaft has a robust and stable cross section, which provides maximum stiffness in the area with the highest bending moment. Behind all the science and technology is a simple result: through better manoeuvrability and less energy loss during impact, power can be created much easier or, in other words, effortlessly. See below for the details of the two brand-new HEAD YouTek IG Instinct racquets: For more information visit www.HEAD.com or contact the company’s UK office: 01539 724740.

Instinct MP Instinct S Technology d3o, Innegra d3o, Innegra Head size 645 cm2 660 cm2 Weight 300g 270g Balance 320mm 340mm String patterns 16/19 16/19 SRP £119.99 £99.99

20 SPORTS INSIGHT www.sportindustry.biz

BUY A FULL PROSTAR DYNAMO PLUS KIT Did you know Prostar has a fantastic offer that includes 15 Dynamo Plus jerseys, one Genoa goalkeeper jersey, one Palmas goalkeeper short, 15 Kiev shorts and 16 Mercury plain socks, all for a fantastic £456.75 (adult), £393 (junior)? And all colour options are available for each product. Plus if you place this order you will also receive a free Mitre Promax match ball, worth £43.

Please ensure you quote ‘FREE PROMAX’ when placing your order. For more information call 0844 902 1801, email [email protected] or visit www.prostar.co.uk.

www.sports-insight.co.uk 21 PRODUCT ROUND-UP

TEAM COLOURS Team Colours offers the complete custom package for teams that want a professional and distinctive image. A wide range of bespoke manufacture options are available for team kits, tracksuits and hooded tops, as well as a great selection of matching extras. With printing and embroidery services available for most products, teams can customise anything from training or leisurewear to sports bags and equipment. Put your club badge on a set of custom training , on water bottles or even on bespoke ties. These options can even be customised to individual names or numbers. For creating unique teamwear, Team Colours provides a range of online designer tools and can mock up visuals on request. To enquire about custom team options go online or call Team Colours’ sales team. For more information call+44 (0)1920 871453 / +44 (0)1920 877270, email [email protected] or visit www.team-colours.co.uk.

OPTIMUM Incorporating the spirit of the forthcoming Rugby World Cup, Optimum will be extending its already established products to include a range in the tournament’s colours:

BLITZ RIFT Offering high impact resistance protection at all points of major contact during match play, Blitz Rift incorporates a full length body and comes emblazoned in the new Blitz Rift colourway design. MINI, SB, LB: RRP £34.99. S, M, L, XL, XXL: RRP £39.99.

ECLIPSE RIFT The ever-popular Optimum Eclipse rugby boot is now in its third year and has continued to be a huge success. Increasing your customers’ choice even further, Optimum has extended the colour range options to include the new Rift design of green and blue and an exciting navy/orange. Juniors 1, 2, 3, 4, 5, 6: RRP £24.99. Seniors 7, 8, 9, 10, 11, 12, 13: RRP £34.99. For more details contact your local agent or call Optimum direct on 01942 497707.

22 SPORTS INSIGHT www.sportindustry.biz

ULTIMATE PERFORMANCE Ultimate Performance is a new brand already enjoying space on many key retailers’ shelves, thanks to the 15 years’ experience its creator, 1000 Mile Sportswear, has in the running packs and accessories sector. 1000 Mile understands it is not just about innovative design, but value for money for the consumer, margin for the retailer and product development targeted at the UK consumer. There will be almost monthly additions to the range, which will make Ultimate Performance the most comprehensive range of running and outdoor accessories in the UK market. The brand is supported by an advertising and PR campaign through core media including Men’s Fitness, Health & Fitness and BodyFit magazines, as well as online promotion and a dedicated website: www.ultimate-performance.co.uk. The range currently includes hydration packs, phone and music carriers, gloves and hats, head torches, sports laces and track spikes. To find out more about stocking Ultimate Performance email [email protected] or call 01923 242233.

www.sports-insight.co.uk 23 PRODUCT ROUND-UP

TOP MARKS TO BRAND AGILITY FOR GREAT 2011 SCHOOL BAGS Brand Agility is delighted to announce the arrival of the latest backpack brand from the States - YAK PAK. YAK PAK has pioneered the trend of bringing fashionable prints to the backpack market, and all come with a lifetime warranty. The brand is popular with school children and has a loyal following of UK children on Facebook. Retail price points start from £19.99.

Four styles are available: ● Deluxe backpack - RRP £27.50-£30. ● Basic backpack - RRP £24.99. ● Mini backpack - RRP £19.99. ● Basic messenger - RRP £24.99.

In a multitude of vibrant colours, YAK PAK is available to order now from stock. No minimum order.

To find out more about YAK PAK and arrange an appointment with representatives in your area call Jacquie Sandison on 0131 554 5555 or email [email protected].

ALPHA STRONG BAG FRESH FROM THE USA Alpha Strong sand bags are simple, strong and made to last. They’re the first sandbags on the market that have function driven handles for easy handling and versatility. Benefits include:

■ Multiple exercise drills standing in one position. ■ Portable. ■ For beginners and pros. ■ Can be used in conjunction with kettlebells, bands, etc. ■ Great for conditioning training. ■ Challenging, but never boring.

There are three versions available in different colours, which can be supplied unfilled to end users. Offering good margins, the suggested retail price for these bags starts at £72.00 (inc VAT). Jordan Fitness is the main European distributor for Alpha Strong. For more details email [email protected].

24 SPORTS INSIGHT PERFORMANCE TEAMWEAR NEW COLLECTION

www.gamegear.co.uk t: 01332 85 83 85 PRODUCT PROFILE Focus ON... footdisc insoles

Jonathan Hedges, managing director of naturally shock absorbing footdisc insoles, talks us through the offering properties, even as the foot starts to fatigue. What is so special about footdisc? Too much cushioning dumbs down the brain’s understanding of the They are the first truly dynamic insoles provides a impact forces and therefore its response designed specifically for sport, to enhance solution for many sporting and timing is diminished, leaving you performance and alleviate injuries caused by injuries, such as plantar fasciitis, shin splints, predisposed to injury. poor/excessive pronation and fatigue. knee pain, blisters, etc. The principal design feature is the The foot is a highly complex structure and Dynamic Arch Cradle (DAC), which supports Who designed footdisc? product knowledge and education is paramount. We provide all our retailers with and guides the foot throughout the entire gait The original concept was from Bjorn in-house training and will be shortly releasing cycle. Energy from impacts - normally Gustafsson, a former world triathlon champion dissipated by the cushioning materials - is our footdisc ‘fitsology’ manual, which who studied sport science specialising in rear stored and the DAC returns this energy as the features detailed injury guides and a foot motion and fatigue in running. He has foot moves towards toe off. frequently asked questions section. worked with several shoe manufacturers and The insoles come in three different arch countless athletes - he regularly holds lectures heights to accommodate customers’ varying in running biomechanics and footwear Who are they aimed at? foot types. Weight is also important. We have throughout Europe. Anyone involved in sport, from a jogger with worked hard to produce the lightest functional a niggle to an elite athlete looking for an edge. insole available. When you consider that during Recently Ironman world champion Caroline a marathon the average runner takes 41,000 Why should a retailer Steffen won the PowerBar Ironman 70.3 in steps, if they had chosen to use a well known stock footdisc? . She isn’t sponsored by footdisc, cushioning insole a simple calculation proves footdisc insoles offer a unique service that will but was so pleased with her insoles she is that they will have moved an additional 1.6 enable retailers to enhance their credibility as metric tons - now that is fatiguing. continuing to use them and has given us a specialist and offer customers a specific How they fitted into a shoe was a major permission to use her story. insole to accommodate their foot type. In design consideration, as distorting the upper addition, footdisc makes a retailer more profit material has an affect on both function and from each running shoe sale. How are they marketed? performance. We also had to ensure that the The footdisc measuring device, which is We have been growing organically for three performance features of footwear were not like the wet test but much more accurate and years, slowly building a retail and medical compromised. Comfort is a given. less messy, allows you to analyse, recommend base. Our packs with free footdisc and fit the right insoles easily and quickly devices has been instrumental in opening So they don’t just cushion? using a device that enables retailers to stand accounts. We also have a trade and consumer Our philosophy is that your body has an out from the competition. advertising strategy. Recently we have amazing ability to absorb shock. However, With more than 70 per cent of runners employed a PR agency to help get the word through poor function this suffering from injury each year, retailers need out, but our current customers are our best diminishes.footdiscinsoles improve to provide an effective injury prevention ambassadors and sales team. si alignment and foot positioning alternative. footdisc throughout contact, enhancing the body’s

26 SPORTS INSIGHT XPRES CUT ® THE PERSONALISED SPORTSWEAR SOLUTION

The increasing demand for low volume runs of personalised sportswear make the Xpres Cut transfer system a must for all suppliers of sports apparel.

 Produce single and multi colour transfers for Football Shirts, T-Shirts, Bags, Polo Shirts, Caps, , Tracksuits, Promotional Wear and more

 No screen or set up costs

 Superb profit potential

       %    

www.xpres.co.uk Tel: 01332 85 50 85

PEOPLE Movers & Shakers Mark Upshall, product manager at Mitre Sports International and designer of the brand’s Intelligent Compression shinguard

When did you get always followed Philippe Starck and I a robust but lightweight outer shell, and into the sports often refer to his work when thinking the interlocking hexagonal pattern is a trade and why? about my own development. However, form often seen in nature to create strong, I’ve been with Mitre Duncan Anderson is the ball development reinforced structures. It has also been for nearly eight years director at Mitre and he has been at the adopted throughout architectural designs, and it was my first job brand for 30 years. After such a long time, so I knew it was a good direction to gos out of university. I he is still so passionate about the brand, in. The next task was to find a way to always wanted to work for a sports brand, and especially balls, that I have always make the impact spread to the outer and after doing a product design degree I looked up to him. He has always showed edges of the guard, increasing the surface was lucky enough to find a job as a faith in me, mentoring and guiding me area of impact. Adding a cavity between product designer for Mitre. My long-term through my career. I think he has played the front of the guard and the backing aim was to become a product manager, a major part in moulding me into the foam was the obvious solution. and after a few years I was promoted to product manager I am today. look after goalkeeping gloves and Can you tell us about the shinguards. What other brands do you technology? admire and why? Intelligent Compression works by What does your job entail? I think the brand I most admire is Audi. spreading the initial shock to the outer I am mainly responsible for the Not only do I love their design and edges of the guard before a three-stage development of new gloves and guards, innovations, but I love what they stand progressive compression gradually but with a small development team I also for as well. I work with technical products absorbs the impact. On initial impact the get involved in balls and footwear with and to me they are the epitome of smooth solid outer surface of the guard my colleagues, although these products do technical brands. spreads the shock to the outer edges of have product managers of their own. This the shell. Once the initial impact has includes the design, functionality and How did you come up with the been spread, the shell and moulded EVA innovations of the product, material idea for the Intelligent foam backing begin to compress. This selection, factory sourcing and Compression shinguard? compression closes the air cavity between negotiations. I also manage the graphic Most guards on the market act as a shield the shell and the EVA, gradually design team. to your leg, but an in-depth consideration absorbing the impact. Finally, under is rarely given as to how they will protect heavy impacts the hexagonal structure on Who has been the biggest you. I was trying to think of ways to offer the reverse of the shell interacts with the influence on your career? something more than just a shield and moulded EVA foam backing, acting as an There are a few people I feel need a quickly realised the only way to impact dampener. This absorbs the mention. From a design and do that was to find a remaining impact energy, ensuring the development point way to deal with wearer feels less of it. of view, I impact. I have needed How have sales been? It is very early to say as the product is only really starting to hit the marketplace, but early indications show the technology is being well received by the industry and will definitely show increased sales of shinguards for Mitre. si

www.sports-insight.co.uk 29 FSPA MEMBER NEWS FSPA focus The latest news from the Federation of Sports and Play Associations

Written from the perspective of and drivers within each sport. industry suppliers, readers of the report will Additional chapters look at the find valuable information on the state of the changing nature of sports distribution, market in a variety of sports, including with a particular emphasis on the growing football, rugby, cricket, golf, hockey, importance of the internet and the netball, basketball, tennis, badminton, evolving role of specialist sports retailers, squash, , swimming, running and information on sports participation and triathlon, darts and snooker. and consumer behaviour for each of the Over 60 interviews were carried out with featured sports. This highlights differences suppliers in each of the featured sports, as in participation between men and women, well as leading retailers, wholesalers, buying old and young, and indicates how groups, trade press and school suppliers. This knowledgeable consumers are about the primary research was supplemented by an products they buy for their chosen sports. extensive review of published information The important school sport market is reviewed for the first time, incorporating from commercial research organisations, the implications of recent changes to sports associations, governing bodies, funding, with estimates made of the business and news sources. In addition, markets for school teamwear, outdoor and The FSPA are delighted to announce its exclusive consumer research was indoor equipment, as well as a review of 2011 study on the current state and commissioned into the buying habits and the various sport-by-sport initiatives to future direction of the UK sporting brand awareness of participants and followers promote sport in schools. goods market is complete and was in the majority of the featured sports. The report ends by drawing provided to all FSPA full members free The report sets the sporting goods conclusions for the overall market and on a of charge in early June. market in a general economic and sport-by-sport basis in what is an important The comprehensive report was demographic context. Its scope ranges time for an industry looking forward to the commissioned in late 2010 after the UK from a review of the market sizes of the London Olympic Games in 2012. sports trade body identified a lack of key segments of sports clothing, footwear The Sporting Goods industry information in the marketplace and a and equipment - including a ‘by product’ Association (SGIA), the FSPA’s sport demand from its member companies for and ‘by sport’ breakdown for 2009 and trade body, is currently undertaking a accurate, up-to-date and useful data to 2010, as well as a forecast for 2011 - membership recruitment drive to attract assist with market analysis and intelligence. through to a review of the extensive participants of the study and other leading The 100-page study is a timely and number of initiatives that exist, in terms companies within the industry to become detailed snapshot of the current situation of private sponsorship and public sector members of the association. facing companies in the £5.7 billion sporting support, for each of the featured sports. For more information on the study, or goods industry. It highlights an overall Each market featured includes becoming a member of the SGIA, contact market getting to grips with the longest information on the values of each of the Milly Durrant at [email protected] or recession in the UK for a generation and key segments - and further detail, in call 02476 414 999 x207. Alternatively, visit points to bright spots within certain sports. some cases - as well as the key trends www.sportsandplay.com or www.sgiauk.com. si API REPORTS ANOTHER SUCCESSFUL PLAYFAIR 2011 EVENT The FSPA’s leading play association, the Association of Play in their early years when Industries, was pleased to report the success of its fourth many of our most vital successive PlayFair ‘play, sport and leisure’ activity event, which coordination and motor skills took place at Stoneleigh Park, Warwickshire on June 21-22. are first learnt. PlayFair is the UK trade event for those involved in the Gunnell said she had selection, purchase, upkeep and replacement of children’s play noticed the importance of equipment, and is the only outdoor event dedicated to this instilling these lessons in the important industry sector. hearts and minds of young Despite being a complex time for children’s play, with children after visiting several government cuts and the ongoing childhood obesity crisis, this schools where pupils year’s event did not disappoint, with a strong showing displayed poor balancing and from API members of all sizes stepping up to promote the catching skills due to a lack of benefits of play. Not only was the show well supported by API play outside of the school members, but many of this year’s visitors were clearly passionate environment. about play provision and children’s play in general. She also spoke about her aim of reaching the Olympics after One of the key draws for the show’s seminar programme was watching the hurdling and running events on television when she the keynote speech by event VIP Sally Gunnell OBE (pictured). was 14. This goal gave her the drive to engage with various More well known for her exploits on the track, since retiring from forms of physical activity and led her all the way to the 1992 competitive running Gunnell has campaigned for and spoken in Olympics in Barcelona, where she won gold in the 400m hurdles. support of the benefits of sport and play for children, particularly www.api-play.org. www.sportsandplay.com.

30 SPORTS INSIGHT

1904 2011

Official kit supplier to the: Springboks and SA Rugby Scotland National Team Russian Rugby Japan www.canterbury.com TM © Rugby World Cup Limited 2008 - 2011. All rights reserved. 2008 - 2011. All rights reserved. Limited Cup World TM © Rugby USA © Canterbury Limited Copyright Rugby LYCRA® is a trademark of INVISTA RETAIL INTERVIEW TALKING shop Katrina Ellerton is director of online sports retail outlet Sportfreakz.com, which she runs from her offices in Stockport

Why and how did you decide to What are your current best-sellers? from friends and family about emerging get into sports retailing? The more niche sports, like , brands and new products. I’ve been brought up with sport in my life. that we stock have been superb sellers for us, My family are all really active and we and we’ve just had to reorder due to demand. How do you get customers regularly play sports. The opportunity came We’ve also been pleased with the response to visiting/returning to your site? up to create a family enterprise and it was some of our non-branded goods, which are When Sportfreakz first started, we were keen obvious to us that we should follow that path. good value and excellent quality. to stay true to who we are. It started as a Since then we’ve grown and although at our family business and I’m proud that we core we’re still a family business, we’ve had How do you compete with incorporate that fact within our business core some like-minded members join our team. other online sports retailers? values. I was determined that we make the Does online retail threaten site around the customer, and therefore every How would you describe traditional sports outlets? stage of our site was built from a customer’s your online store? I genuinely feel there is a huge market out point of view and we speak to visitors The idea from the beginning was to be a there and I would never see us competing as regularly. Sportfreakz is designed to be easy general sports store, but as time has progressed such with anybody else. We all work hard to use and transparent, with no nasty we’ve been surprised by the interest in some of and we all have different strategies and surprises at the checkout. I genuinely believe our more specialist products. Our customers selling points, but I think there’s enough we do the right thing, in the right way and are what make us, so we regularly analyse our room for us all. our customers respect that, which is why they best-selling products and review customer come back requests to continually bring in new suppliers Are there any current or and introduce new ranges. future marketing strategies What have been your biggest you can talk about? challenges in sports retail? What is the strongest sector of the There are a few interesting opportunities that There have been several challenges along the market for you at the moment? have presented themselves through way, but with such a great team around me It continues to vary with the various sporting Sportfreakz recently. All are still very much we have not just overcome them, but learnt seasons. Sportfreakz stocks a wide range of in the early stages of negotiation, but we from them too. fitness and exercise equipment, which has regularly update our blog with all our latest been continually strong for us. Swimming has news as well as our social media links What do you like most and also proved really popular, and as such we are Twitter and Facebook. least about the business? expanding our swimming lines even further. Ironically my worst and best bits are How do you find out probably the same thing: I love to be busy How has trade been over about new products? and I enjoy my role and all that it the past 12 months? We work closely with our suppliers and are incorporates. On the downside, it does tend Sportfreakz has performed well over the last proud of the relationship we have with them. to turn you into a bit of a workaholic. si year. We’ve grown and added new products They have been great to us and always keep and taken on board some fantastic suppliers. us informed of any changes. Also, I find that If you would like your store featured in We’re pleased with the progress we’ve made being in and around sport I’m always hearing Sports Insight call 01273 748675 or email and hope it continues over the next 12 months. about new innovations and picking up ideas [email protected].

www.sports-insight.co.uk 33 TEAMWEAR KitPARADE Kit manufacturers and suppliers have a race on to prepare stocks for the army of social players ready for the 2011/12 season. What are the issues facing a selection of the smaller companies in this market, asks Adrian Hill?

Go to any park on most Sunday The Open Golf Championship, played £10 in a clearance sale, so an outlay of just mornings and you’ll see people of all this year at nearby Sandwich, caused over £100 for a team is good value when ages and fitness levels taking part in another complication at traditionally the compared to the other expenses teams face. social football. busiest time of year for a provider of team “It’s not a cheap sport any more,” stresses Whether it be excited children dipping kits. Jacetts was asked to make corporate Carne. “Pitch fees can cost £55-£60 and their toes into the world of organised tagged clothing for companies attending then there’s £25-£30 for the referee, so competitive sport, older blokes attempting this prestigious event, which only comes you’re talking close to £100 per game. to revive past glories, or just those there to the Kent course generally once a “If you look after them and get a for the ‘craic’ - plus a whole load working decade. For a small business it’s an relationship going with the kit man and off Saturday night excesses or trying to opportunity that can’t be turned down. managers they generally keep coming lose a few pounds - tens of thousands of Trickey also services cricket clubs with back. You can go direct to an internet site, people take part come rain or shine. They colour trimmed shirts, now allowed under we’re all buying from the same people all need kit, which makes for a huge the England and Wales Cricket Board after all, but the way we can compete with market chased by a phalanx of regulations, netball teams with the new the big boys is that they take longer to manufacturers, distributors and retailers. style athletic top and shorts, basketball turn around. We have shorter lead times - The big brand names are obviously sides and even ring garb for boxers. often when you ask when they want it involved, but for a host of small firms this “The clubs we deal with are all run by they will say ‘last week’.” is their bread and butter, and for most volunteers - they are not professional With over 40,000 registered football developing or maintaining trade with buyers,” adds Trickey. “It’s all done by clubs and in excess of 2,000 rugby sides in registered clubs is the be-all and end-all of committee, and you know that a camel is a England alone, there are plenty of their operations. horse designed by a committee. For opportunities, but in such a competitive instance, people ask us for kit in blue and market added value is always a benefit to Hard work white when it’s not their registered colour an offer. AGH South Western in Clevedon, “We’re all right, but it’s hard work,” with their league. We have to tell them that near Bristol (formerly known as Yaskin admits John Trickey, managing director we can’t do it, that they are red and white.” Sports), which distributes kit from Errea of Kent-based Jacetts Ltd. “We’re throughout the West Country, has come up constantly under pressure; people don’t Lack of money with an innovative way of giving kit give us long lead times any more.” Challenging lead times and incoherent sponsors a greater platform for Jacetts, based in Deal on the Kent coast, ordering are difficulties, but money (or the promotion as part of their supply makes customised football team kits and lack of it) is the primary concern - model. personalised school team sports garments. flexibility of delivery is a key factor when “We realised that we could go to However, the nature of the market and the dealing with clubs run on a shoestring, the club sponsor and say that we company’s local customer base means it has particularly in the current financial can give them trade rates for the to diversify into other areas and provide climate, as Keith Carne, a director at KC kit, so their money goes that that key driver - personalised service. Sports of Stevenage, explains: “Business is bit further,” explains sales “It tends to go in a biennial cycle for pretty strong at the moment, but it’s now director Martin Cassidy. us,” explains Trickey. “Last year was slack, a 52 weeks-of-the-year business. “An outlay of £500 but this year is better. We do most of our August/September is always big, but often would get them three sets of business with colt football teams, who tend teams will come back for the new season kits, the kids would pay to buy kit that lasts two years. Aside from and have no money, so they wait until them £10 each and we would kits, we’re busy with polo shirts and October before getting new kit. So we throw in a 20-foot banner free . Teams like the feel of an have to cater for that.” of charge.” embroidered club badge and their sponsor’s KC Sports is on the supply side, AGH, which has been trading name, which we can provide for them. offering for the past 25 years teamwear under its new name since May, have “We have three sections: retail, buy and from big brands such as Nike, Puma, also found an avenue opening up in sell-on, and cut, make and trim for others. Hummel and Mitre. “Most of the clubs we the supply of referee’s kit. “Errea’s We make all our stock, whether beauty supply are kids’ clubs, who could have one referee kit has a black collar, which used to queen sashes, banners or football kits. We team or 45,” adds Carne. “The great thing be against FA regulations,” adds Cassidy, a like to think we have a niche market. Most is every season the kids grow. The peak former Football League assistant ref. of the teams in the East Kent Youth period is from 7-10, once you get to 13 the “However, there was a change in the League are supplied by us. We pride leagues narrow down as players drop out.” regulations in July 2010 and now Errea is a ourselves in making bespoke kits.” A set of shirt, socks and shorts can cost nationally known product for referees.”

34 SPORTS INSIGHT Selling points As a distributor, delivery of stock is vital to the survival of a regional concern such as AGH. The tie-up with Errea may not have the impact on the public of the household names, but there are two selling points that Cassidy can offer. “Errea are making big inroads,” he says. “They are the only major manufacturer of kit where the operation is based in the European Union and can guarantee two deliveries per week to England. The bigger manufacturers make all their kit in the Far East, so can’t do that.” The other differentiator, in AGH’s mind, is Errea’s green credentials - the Oeko-Tex Standard 100 tests textile products for use of harmful substances. It’s a rigorous procedure involving extensive laboratory tests on all components. Manufacturers who pass the test are entitled to mark their products with the Oeko-Tex label. The certificate applies for one year and can be renewed. “Errea is the only brand to have Oeko-Tex,” boasts Cassidy. “You have to earn it; they check every year that you are carrying out the correct processes. Errea ticks the boxes for social and environmental responsibility - it’s a big selling point.” The impressive progress of girls’ and women’s football (almost 1.4 million players in England) means that kit supply requirements are surely going to grow; the publicity of the 2012 Olympics can also only help participation numbers in other team sports. Whatever the state of the market, knowing what your customer wants - one of the basic maxims in salesmanship - is vital. “It’s about knowing what clubs want. You have to give a little in these hard times,” advises Cassidy. si

www.sports-insight.co.uk 35 EARN YOUR STRIPES View our knitted Milan shirts and Newfield Broadstripe shirts at sensport.co.uk, stripes that knock spots off the opposition.

Sensport offer Stock and custom teamwear solutions in a range of highly advanced technical fabrics providing outstanding value for money. Professional quality products at affordable price points. For football, rugby, cricket, hockey, netball, basketball, leisure and training wear with a service that is second to none.

To view our new season ‘11-‘12 stock Teamwear and Custom Performance Brochures go to www.sensport.co.uk THE FABRIC OF SPORT To present your customers with a full Caldoni House I 3 Crondal Road colour presentation teamwear of their Bayton Road Industrial Estate I Coventry I CV7 9NH total requirements go to kitselector.com Tel: 02476 644666 I Fax: 02476 367971 For details of our Custom Teamwear go to myteamkit.net Website: www.sensport.co.uk For further details call 02476 644 666 Email: [email protected]

INTERVIEW My sporting life: Selby Daryl

The national squash champion and director of general ambassador and giving marketing a personal touch,” he says. sports retailer Off The Wall talks to Tony James “Although we specialise in squash equipment, we also stock a good range of about life at the top of his game badminton, racquetball and tennis Daryl Selby had his first squash lesson success, tempered by a natural reluctance equipment, as well as shoes for all sports at the age of five and got on so well to bask in reflected glory. “Perhaps I should including netball, hockey and cricket. It’s with his coach that they’re still make more of it in promoting the business, a very competitive market and I want our together 23 years later - and Daryl is but I tend to guard against sounding too business to take advantage of my input as now British national champion. sycophantic,” is how he puts it. “But, of much as possible. The family make a “Although we may disagree on some course, it’s a wonderful achievement." good team. Mum is very efficient on the things, we never argue - we talk it over Daryl won the British title in business side and Dad’s very good with and work out a solution,” says Daryl of February this year by beating England people. He’s also a superb coach and his dad Paul, who’s also his coach and teammate and current world champion knows everyone in the sport. one of the game’s most experienced and Nick Matthew. “It’s by far the biggest “My sister is also very involved in the respected figures. He’s also the head of a thing I’ve ever won,” he says. “I have business, but she’s also an exceptional family that, without any exaggeration, won 10 professional titles, but this was a squash coach. Her understanding of the can be said to live for squash. very different feeling. To wake up in the game is excellent and youngsters morning and know I’m UK champion is particularly enjoy working with Lauren. Spin-off something special. She is a bubbly character, always Paul and his wife Karen started the sports “You can’t beat anyone better than laughing and joking. retailer 10 years ago as a spin-off from the world number one and if I can “We’ve found that a lot of people like Paul’s full-time squash coaching and will reproduce this form I can hopefully get dealing with a family-run business, and soon have four branches in Essex as well higher in the ratings [he’s 11th at the it’s only good sense to cash in on that as a rapidly expanding online business. moment]. I’d like to get into the top four. feeling by providing a good service and Their daughter Lauren, currently on the I’m 28 and should be hitting my peak.” offering experience and product WISPA professional squash circuit and a Both Daryl and Lauren started knowledge with the former junior number one, is a highly playing squash at five, but Daryl was also personal touch. I successful coach as well as being a tempted by other sports - he played test a lot of working director in the family business. football for England schoolboys and Another son, Matthew, is involved in junior county cricket for Essex. squash administration. “He had extraordinary coordination Which leaves Daryl. “As I’m training and a natural aptitude for any sport with a for around four hours every day and go ball in it,” his father remembers. “But on tour many weeks of the year, I can’t at the family was pleased when he the moment give as much time to Off decided to specialise in squash. It’s The Wall as the others, but they were been our preoccupation for as very pleased when I won the UK long as I can remember.” championship and if it can help the business, that’s great,” he says. Ambassador “We use both Daryl and Lauren to When did Daryl get build brand awareness,” Paul Selby says. involved in the family “They are the link for people who want business, of which he’s to engage with a top sports person - not now a director? “Pretty usually something most customers can well since it started, but do. They also have first-hand knowledge more so in the last two of what it’s like to play with the product - years, largely on the Daryl is used by major companies to test promotional side, getting new racquets and equipment.” people to look at our Paul has a father’s pride in his son’s website and being a

38 SPORTS INSIGHT products, particularly for Head, who are youngsters take up the sport: “In certain more than its usual inch of coverage in my main sponsors, so I can often provide areas squash is really popular with kids answers to the questions that can help the sports columns.” and that’s great, but a lot depends on Daryl admits he is bemused by the people get the right equipment and development officers and on the increase their enjoyment of the game.” general lack of media interest in squash: programmes they have to get children “The British public are very Being so involved in squash means onto the squash courts. the Selby family usually gets advance knowledgeable about sport and love to “For instance, there is a fantastic support home-grown players, but in information about new product launches, programme in Manchester, with while Paul’s other job as a professional squash they usually don’t get the chance youngsters playing every day. But at because most of the media, for some player support manager allows him to get other places, where I have done sneak previews of new products months bizarre reason, don’t let them know exhibition matches, kids have told me what’s going on in the game.” ahead of their release. that they would like to learn to play “Squash seems to have suffered less Although very much on top of his squash, but there just aren’t any local game and nowhere near retirement, Daryl than tennis in the current economic coaches available to teach them.” situation,” Daryl says. “As we are not a has recently married and knows that ultimately there will be changes ahead. traditional high street retailer, we benefit World team title from customers who don’t just come in to He says: “Of course I love what I do, but So what next for Daryl Selby? “There’s no one can pretend that with the training browse, but know specifically what they summer training, which includes running want to buy. We’re also fortunate that the and the time away from home on tour that and gym work, then I’m hoping we will it’s an easy life. However the future pans internet is now our core business, have a chance to regain the world team accounting for at least 75 per cent of out, I imagine I will be involved in title from Egypt, the current champions,” squash one way or another. But there is sales, and every indication is that the he explains. online business will continue to grow. now my wife Lucie and, hopefully, a “We are not world champions in family to consider in the future. “The internet trend is unfortunate for many sports, but if we can regain the those independent retailers who rely “But whatever I do I can tell you that team championship as well as having a - as in everything I’ve done in the past - almost entirely on shop sales and no one world champion in Nick, perhaps squash I'll be giving it 100 per cent.” si likes to see small businesses closing will start to get down, but if you want to survive you have no alternative but to keep up with the trends, and obviously the internet is the way to go.” How is the squash scene likely to change? Daryl says it depends to a large extent on how many

www.sports-insight.co.uk 39 MARKETING

MAGIC WORDS Communication is key to effective marketing and sales success, but what’s the best way to get your message across? Paul Clapham investigates

The heart and soul of effective was a parka hung over a chair back with selling. The same applies to marketing marketing and successful sales is good The Who’s logo on it. The headline was: messages; the ones that work speak to the communication. Obvious? Not if you ‘You didn’t die before you got old. You’d heart as well as the head. You will hear read plenty of marketing materials, or better start a pension’. Apart from contact people say that in selling you have to listen to sales pitches. Too often these details, there was very little body copy establish need. Really? You won’t close are littered with some of the most and it didn’t need it because the message that sale until you’ve translated ‘need’ unholy tosh imaginable. was crystal clear to anyone who was in into ‘want’ or if you focus on ‘need’ you Communication, lest we forget, is a their teens in the late sixties and won’t get the additional or big ticket sales two-way street: I tell you and you get it, early/mid seventies - the target audience. where the higher profits are to be found. first time; you tell me and I provide just It’s worth adding that the whole topic of I recently received an email with the what you want. Understanding is central to pensions is deeply unsexy. subject: ‘We miss you and we want you this, but much marketing and sales material Encapsulated in that example are two back’. That one got straight through my appears to be designed to show off the fundamentals of good communication: defences. I had to open it. Unfortunately, genius of the producer, rather than to create simplicity and emotional engagement. All it was from a company I’ve never done that understanding, make that sale. the good salesmen I’ve ever met or business with, demonstrating that you worked with achieved both. Classically, have to target messages carefully (and Crystal clear they had pared back their presentation to manage your database properly) or all the Take an example of a press advert by the essentials and had added in those emotional connection on earth is wasted. Barclays Bank in the Eighties. The image emotive connections - the magic words of The Barclays example has a musical

40 SPORTS INSIGHT theme that is a great way to make the ‘New’ is a potent magic word. It is Businesses know that profit contribution emotional connection. The problem is that also immensely flexible. A short trip comes from many corners. From time to what connects to a 40-year-old just doesn’t round a supermarket will demonstrate time along comes a service or idea that is a do it for a 30-year-old. But if you can that lots of products are sporting ‘new’ real contributor, but they’re far, far rarer campaign the approach across the age flashes, but the product isn’t really new at than the number that claim it. More than groups or have a very specific age group to all, it’s just different. It might have a that, there are a lot of other emotional reach, it’s highly effective. Incidentally it’s different flavour or pack size or a small hooks for the business owner. ‘See more of the music they were listening to when they change to the product formulation. your kids’; ‘earn respect for your business’; were 19 that makes that connection. Don’t Customers know this really, but that new ‘develop for the future’. The same applies be scared to segment your market like this. flash still gets the product into the trolley. to schools and colleges: excellence, fame The fact that your customers are aged from Use these variants of new and suggest and recruiting more pupils can help take nine to 90 doesn’t mean you should try for that the newness is in response to the eye off the price. a message that appeals to all of them. I’d customer requests (which it should be). Emotional imagery is something of a suggest that’s impossible or a weak Take pack sizes as a case in point. I don’t minefield, but not to be ignored. Benetton message with little emotional connection. see socks or underpants sold in packs of gained fame and then infamy by There is an important discipline in seven, but it seems such an obvious overdoing it. Dulux, Andrex and Churchill this: it forces you to think about what the multi-buy. Keen sportsmen may be Insurance all use dogs, which are nothing customer wants, rather than what you’ve playing or training three-four times a to do with their product, but people got. I regularly see adverts and other week or more. Check with them and respond well to them. These are among marketing materials offering - all together multi-pack to fit. By the same token, if our most trusted brands. In Canada I’m - biggest range, expertise, bargain price, you only want one of something having told the beaver gets plenty of marketing immediate delivery, best quality. I’m to multi-buy is aggravating. use, thanks to his notorious business. confident that the businesses doing this Babies and young children do it for recent are sincere (although I can’t see how they Cutting edge mothers, but not by any means women in make a decent profit). But it strongly ‘New’ isn’t just about product. ‘New in general. You’ll have noticed that chocolate suggests that they don’t really know what Anytown’ creates interest. There are a lot is being used to fill this role. their customers want, so they offer of ‘new’ aspects to service, too: opening Negatives and positives are an everything, which either confuses hours, delivery times, speed of delivery, interesting issue. Sales trainers will tell customers or makes them suspicious. payment options and extent of range. I you always accentuate the positive and There is a marketing theory that you predict that you could campaign ‘new’ avoid negative terms. At the same time, don’t need to offer good, fast and cheap. messages by email and have a different John Lewis has made a good thing out of Do two and you don’t need the third. It’s message to tell virtually every month, being ‘never knowingly undersold’. called the GFC Triangle and, like I say, which could make the business look ‘We’ll never let you down’ is stronger it’s a theory, but it sounds right. cutting edge. It also justifies regular than ‘We’ll always look after you’. si communication - customers will come to Emotive recognise that you always have something Two of the most emotive words you can new and worthwhile to talk about. lay hands on are free and save. Something When selling to for nothing or saving money makes people other businesses feel good about themselves - ‘aren’t I or the education clever?’ The head might be telling them sector, don’t there’s no such thing as a free lunch, but just focus on the heart is saying ‘go on’. As a practise, profit or aim to use free rather than save because price. it’s stronger. It’s also a better deal for you. Look at the sums: if you give 10 per cent extra free on, say, 100 units at £1 each, you charge £100 and deliver 110; if you deliver 110 of the same units costing £110, 10 per cent off is £11 and you charge £99. Scrutinise your sales proposition compared to your competitors’ and you will probably find that there are some The more you can things you do for free that they don’t. say ‘free’, the better your deal looks Make a feature of this. The more you can say free, the better your deal looks. There are some words that work better with one of the sexes than the other. ‘We’d love to do business with you’ works far better with women than men. Equally, men respond to the prompt of ‘win’ better than women. In the same way, teamworking appeals to men (even though the experts say women are better at it) and partnership building appeals to women. In practise, the two dovetail together quite nicely.

www.sports-insight.co.uk 41 Interview with Des Abbott - Australian Hockey Player

Firstly, congratulations on your success at Germany 2010. Do you think Australia will be able to continue its winning streak? That victory signified the Kookaburras third consecutive Champions Trophy title. Yeah I hope we can continue our winning, but it's going to be a lot of Des, you've been a part of the triumphant Kookaburras team at each hard work especially with every other country getting better and wanting of these tournaments. Do you ever get used to winning? to beat us.

With a very good team I guess we always hope to win. But we know it's Despite all the touring you do with the Kookaburras, you still always going to be a hard tournament. manage to find time for playing professional hockey in the Netherlands. What's it like playing over there? Why is Australia doing so well at the moment? It's been good playing overseas. Meeting new people, and playing with We've got a lot of depth and a lot of good players at the moment. So and against the players in the world. Playing different styles of hockey. doesn't matter who goes away, there's always quality guys doing the hard Living in a totally different place where everything is different. yards for Australia. Recommend it to anybody.

There were some notable older players missing from the team in Hockey really is a full time occupation for you. Do you see yourself Germany. Do you feel as though you are now one of the leaders and pursuing hockey as a role models in the team? career once your playing days are over?

Yeah I guess I was one of the more senior players on the trip, but I try I'm not sure what I'm going to do after I finish hockey. Hopefully one lead by playing well on the field and trying to be good role model for day helping kids pursue there dreams. young kids back in Australia. What would be your best tip for all the aspiring Between the Champions Trophy, World Cup and recent Tests Series, future champions out there? it seems there is no shortage of action for you boys. Does all the travelling and competing wear you out? Have fun and enjoy your hockey. Hockey trips have been definitely the best times of my life and No, I've always wanted to travel the world and play for the Kookaburras. have a lot of memories and still a lot to come. Getting to do with a great bunch of boys as well. With the high commitment of being with the Kookaburras, I definitely miss staying Thank you for the interview and good home and being with my family. luck with future Events

How do you stay healthy and energetic all the time? DES ABBOTT PLAYS AND ENDORSES MAZON HOCKEY I've got a pretty relaxed manner. During games and trainings it's pretty EQUIPMENT full on, look after myself by eating well and getting treated by the physio when needed. But away from hockey I like to have a joke and chill out with mates to get my head away from it.

How do you prepare yourself mentally for each tournament?

Each tournament there is a different challenge with different players on our team against different quality opponents.

You're one of the most exciting goal scorers in the world at the moment. What's your secret to success? Do you have to allow time on top of practise to perfect your goal shots?

I guess I've always been an ok natural goal shooter. The main things you should work on is your foot work and watching the ball. Just try and make sure every shot is at goal. Make the keeper make a save.

What do you like best about playing international hockey?

Playing in the green and gold against the best players in the world. Also getting to go to the Olympics with every other best sportsperson in the world.

Do you have a favourite destination?

I don't think I have one favourite destination. They're all fantastic. But I would always say Darwin is the best!! I AM TOMAS BERDYCH.

I AM MARIA SHARAPOVA.

AND OUR GAME IS INSTINCT.

On the court, a split second can decide between victory and defeat. Therefore, players like Maria Sharapova or Tomas Berdych not only rely on their skills, but also on their instinct. For them, HEAD de- signed a racquet that makes it easier to swing fast and hit powerful shots. The HEAD YouTek™ IG Instinct – for Effortless Power.

WHAT’S YOUR GAME? FIND OUT AT HEAD.COM/TENNIS IN SEASON TENNIS AHEAD OF THE GAME A new Wimbledon champion and world number one emerged in July. Sports Insight spoke to HEAD general manager Dave Shaw and promotions manager Helen McHugh about the brand behind Novak Djokovic

44 SPORTS INSIGHT With Djokovic, Andy Murray and Maria over 230,000 combined additional views of What do you think should be Sharapova just three of many HEAD players our teaser films, interviews and the ‘making done to raise playing numbers? who performed well at Wimbledon, it seems of’ documentary. In addition, we managed to Children need to be given the opportunity to try the company is having a great season. create interaction by extending the content into out as many different sports as possible from a Yes, Novak Djokovic had an incredible social media via our websites. young age. Tennis needs to be more accessible. unbeaten run after winning the Australian Open, People engage with content they like via then a well deserved triumph at Wimbledon. comments, ratings, likes/dislikes and Tweets. How can British players improve? HEAD currently has four men in the Top 10 - The Wing Tennis short films [where Djokovic It all comes down to numbers. The more players Djokovic, Murray, Soderling and Berdych - and plays tennis on the wing of a biplane] created we have the greater chance of seeing more reach with Gasquet, Wawrinka, Simon, Youzhny and over 40,000 engagements in the digital media, the top. I am led to believe we have our best Mayer this makes a total of nine HEAD players with 96 per cent of the ratings positive. On crop of juniors for a long time, so let’s see what in the Top 20 [as of June 2011]. March 23 it was the best-rated video in the happens over the next few years. The addition of Maria Sharapova YouTube Sports section worldwide. undoubtedly gives us our best crop of players Roger Draper is constantly under for a number of years. What successes have you had in fire for his running of the LTA and terms of new developments in poor British results. Do you think How long has HEAD been associated racquet technology? his target of five British players with the British number one? Previously we launched our tour frames with in the top 100 is realistic? Andy has been using HEAD products for many d3o technology. This allowed a racquet to be The ladies definitely seem to be moving in the years. In fact, we used to send equipment to unique to each individual player. We have now right direction, but take Andy Murray out of him when he was training in Barcelona as a added Innegra to our YouTek umbrella. Innegra the men’s game and it looks a long way off. young teenager. Our continued association with is the new technology that we have in the latest Andy will help us towards our goals of growing Speed, Extreme and Instinct frames, and is the Has Britain got the ‘raw material’ sales, gaining market share and getting more world’s lightest high performance fibre. Its to produce champions? young kids using HEAD products from an early extreme toughness, together with HEAD’s Of course we have the potential, but we need age as they look to emulate him. advanced carbon composite technology, leads to to tap into it. And once we find the talent we a novel ultra-tough hybrid composite. have to find a way to nurture it and keep it in What marketing strategies The latest racquet to join the HEAD family the sport and away from other distractions. are HEAD focusing on? is the YouTek IG Instinct MP, as used by Maria Social media is rapidly growing and this has Sharapova and Thomas Berdych, which will be Tennis’ profile is obviously high at been HEAD’s main marketing focus. A launched at the US Open. There is also a more this time of the year, but what about number of viral campaigns were produced forgiving version of this racquet, the YouTek IG the rest of the year? Is there enough featuring both Andy Murray and Novak Instinct S, which is a little easier to use and tennis on TV aside from Wimbledon? Djokovic, which got incredible coverage. therefore suitable for a wider range of abilities. Tennis is available all year round on TV. During both Queen’s and Wimbledon the Unfortunately the majority of the British public BBC showed the Andy Murray viral. Murray’s What are HEAD’s current best sellers? only see tennis as a sport played in June when bag with the printed messages of support also It is too early to say regarding the YouTek IG Queen’s and Wimbledon is the main focus. The had a significant amount of coverage, which is Instinct, but in terms of player frames the addition of the World Tour Finals to the British great for the brand as well as showing support YouTek Radical MP is still our most popular calendar has added more interest at the back end for our player. We have more planned with racquet within the UK market. It is of the year. Unfortunately the GB Davis Cup Novak and Maria, so keep a lookout. exceptionally well balanced and the weight is team is not doing so well at present, so this is very In addition, our sponsorship agreement well accepted with consumers - it’s a more low key at the moment and not always televised. was extended with the ATP, which maintains forgiving racquet than the YouTek Radical Pro HEAD as the official ball of the World Tour and is Andy Murray’s weapon of choice. How has the last 12 months been Finals to be held in London later this year. In Very close behind is Novak Djokovic’s for HEAD in terms of sales? general, we want consumers to feel more part YouTek IG Speed MP, which is becoming Overall the company has been very successful. In of the HEAD team, have greater opportunity increasingly popular with the younger respect to tennis specifically, our tennis ball to interact with players and gain better generation of players. HEAD is still business has grown significantly and continues to knowledge of our products. recognised for its lightweight power racquets, do so. Tennis racquets, coming off a record year, which are designed to help the more general have become much more challenging in recent What power does digital media player, and currently the PCT Six and Two months. Sales of top-end products have slowed have to boost sales? generate the greatest volume of sales. and this is down to the tough economic climate. Social media websites are huge. Facebook and YouTube allow people to share content, What do you make of Sport What are the biggest hurdles to personal opinions, swap different perspectives England’s latest Active People getting new product to market? and gain valuable feedback - all useful for survey, which shows the number of Ensuring that the products are correctly displayed targeted marketing. And they allow HEAD to people playing tennis has fallen and presented, both in-store and on the internet. build a conversation with customers and from over half a million to 402,200, To make sure consumers are given correct clients. We keep the content updated regularly, making tennis the worst performing information and given the chance to test products. make it interactive and build a community to sport in the UK for participation? create a positive, well known brand. Participation is a major factor for the industry How does your global as a whole, not just from a sales perspective sponsorship programme I noticed 98,758 people ‘like’ but for future tennis champions as well. As a HEAD Team Elite contribute? HEAD Tennis on Facebook. How company our main focus is on sales, but at the Team Elite are the tennis players of the future, did you manage that? same time we do actively participate in grass so it is important for us to support these players We more than doubled the number of HEAD roots events and, along with our UK tennis and build a community with them. Gone are the Tennis Facebook fans at the beginning of the ambassador Judy Murray, do what we can to days where you just give free of charge year with virals, one of which started as just a give back as much as possible to the tennis equipment - we are about creating a support quote on Facebook. ‘Is it possible to play community. Ultimately, the responsibility for network where our young players are proud and tennis on the wings of a flying double decker?’ increasing participation is down to the excited about being part of the HEAD team. resulted in over half a million people viewing governing body and we have always been From this group of players we hope to discover this short film in the first week. We generated willing to offer our support where possible. the next Andy Murray or Novak Djokovic. si

www.sports-insight.co.uk 45 IN SEASON TRIATHLON Triathlon

SOMETHING AFOOT There’s something afoot - but it doesn’t look like a foot. Take a look at your feet. Do they look more like a shoe (above) or a foot (below)? If you were born in a Westernised country, it is likely your foot looks more like the mould of a shoe than a natural human foot. This club-like appearance belies a lack of functionality and decreased potential for feedback, stability and therefore power generation. If you’re looking for top flight performance you want a foot that has uncompromised function. We can’t always have perfection, but we can always be moving in perfection’s direction. YogaToes, like all of Primal Lifestyle’s product line, help to move you toward the environment within which the human being was designed to function.

For more information, or to stock YogaToes, email info@primal lifestyle.com or call +44 1306 883 240.

ASICS ASICS’ Leg Balance and Core Balance technologies are designed to support and stabilise muscles. Core Balance are highly elasticated panels around the waist and lower back designed to improve pelvic alignment, which helps posture, stability and movement (improving stride length and reducing the risk of injury). Leg Balance technology provides support around the thigh muscles by reducing thigh vibrations, which can delay the onset of fatigue and therefore reduce the risk of injury. By stabilising the muscles around the knee, it also reduces the load put onto the joint. These are separate technologies, but both can be found in the AW11 Leg Balance Tight. Freedom fabric within items such as the AW11 L/S Freedom Top is designed to keep runners warm and dry in the cold, and cool and dry in the heat. It is water resistant from the outside and has high wicking properties, absorbing and evaporating 90 per cent of perspiration - leaving no visible sweat marks on the outside and ensuring the material doesn’t cling to the body. The current AW11 L/S Freedom Top is made from 100 per cent recycled material. For more information call 01925 241041.

46 SPORTS INSIGHT www.sportindustry.biz

HILLY Hilly has announced the release of its revamped neoprene accessories range. The hugely successful range of carriers has been developed to keep up to date with the ever-changing size of running gadgets and technology. While more and more runners take to the streets with iPods/smartphones, lipstick and tissues, among other things, Hilly’s range of accessories cater for the needs of every runner. Comprising five key pieces (arm pocket, wrist wallet, shoe wallet, arm gel strap and waist pouch), they’re all constructed with a lightweight stretch neoprene that holds contents tightly and securely. For more information/samples or to place an order call Hilly on 0161 366 5020. Alternatively email [email protected] or visit www.hillyclothing.co.uk.

SAUCONY’S GEOMETRY OF STRONG As the first running shoe brand to offer a minimalism range of footwear, with styles such as the top-selling Kinvara and the revolutionary Hattori (pictured), has brought the barefoot or natural running movement into the mainstream. The research that has developed from the minimalism range has inspired a dramatic change in the way the company’s core models are designed. Spencer White, head of Saucony’s new human performance laboratory at the company’s R&D headquarters, explains: “In the average running shoe there is typically a 12mm difference between the height of the runner’s heel and forefoot. We’ve reduced this by 33 per cent to 8mm. This change in geometry allows runners to easily adjust their stride and land further forward, without reducing cushioning or stability, setting up the runner so the ankles, calves, knees, quads and hamstrings are in a better position to take the impact of striking the ground.” This new last will be launched in December with the ProGrid Guide 5 and the ProGrid Triumph 9. Saucony is showing 100 per cent commitment to the 8mm revolution by switching all its core models to the new 8mm last over the course of 2012. For more information visit www.saucony.co.uk, talk to your rep or call 01794 537537.

www.sports-insight.co.uk 47

www.canterbury.com

0.1 Mercury Compression garments feature graduated compression TRAIN zones to aid circulation and higher venous return resulting in a faster removal of lactic acid, improved warm-up time and the ability to train harder for longer. Enhanced proprioception and muscular awareness promote a positive response to feedback within an isolated training environment. *

0.2 The constant compression applied by Mercury Compression garments COMPETE can reduce muscle oscillation by up to 50%, resulting in decreased energy expenditure linked to improved mean power output, muscle endurance and strength. Enhanced garment fit and freedom of movement obtained from LYCRA® SPORT fabric provide comfort in demanding physical environments. *

0.3 Following intense exercise, Mercury Compression reduces RECOVER muscles soreness and DOMS by up to 30% which is associated with reduced swelling, improved recovery and a quicker return to training. The use of LYCRA® SPORT fabric improves shape retention of the garments maintaining greater levels of compression for prolonged periods of time. *

is a trademark of INVISTA Graduated compression applies to hybrid legging ® and long sleeve garments only

* Suggested benefits

POWERED BY

Copyright © Canterbury LYCRA Limited Copyright FEATURING BRAND AMBASSADOR BRYAN HABANA IN SEASON RUGBY Can you tell us about the launch of your new ranges? What’s different about them? It’s Rugby World Cup year, and despite all the focus on getting the controls right it ON THE UP was important that Canterbury took the lead when it came to playing jerseys. The When the economy is littered with business team has risen to the challenge and we failures, it’s refreshing to hear a success story. have produced the strongest jersey ever - we believe its technology is a market leader. It has been a busy two years for Canterbury, We have worked extensively with INVISTA and have incorporated LYCRA® and the journey is just beginning SPORT fabric technology, which combined with our new patented Loop 21 neckline On July 13, 2009 Canterbury CEO Chris business now has real focus. When I first makes it a formidable playing jersey. Not Stephenson stood in front of the joined all customers spoke about was settling for kitting out our international workforce and placed the world’s oldest appalling service. Now, with the odd teams, we have also given this new rugby brand into administration. Losses exception our service is described as the best technology to our provincial teams in the had spiralled to over £13 million; in class, and better than our competition. same year, resulting in eight Team Jersey sponsorships were aplenty and expensive. That was step one. Step two is to grow the launches in the space of three weeks. It's Combined with too much stock and too business in a sensible manner and truly been pretty busy. many employees, the writing was on the exploit the appeal that the brand can offer. In addition and again in collaboration wall for this much-loved brand. Two with the LYCRA® SPORT technology, we years on the story is very different. Are there plans to have launched our new Mercury Sports Insight spoke to Chris expand the brand? Compression range. We have spent Stephenson about the rebirth of Canterbury. Absolutely. In the past six months we have considerable time with a leading research entered into distribution agreements in new house so that our range actually does what What has been going territories UAE and Latin America. Having it should do - compress, rather than claim on at Canterbury over signed the Russian Rugby Federation, we it does. With Bryan Habana showcasing the last couple of years? have big plans afoot to launch the brand in the white Mercury Compression at the It's been a challenging, but very rewarding this emerging economy. Given the Rugby World Cup later this year, he two years. We’ve re-established the business, authenticity of the brand and its roots, we emphasises that the product should be put processes in place and renegotiated all are receiving a lot of interest from the Far worn to train, compete and recover. contracts on a truly commercial basis. The East to take the brand there also, so I’m guessing I will be clocking up a How well are you doing few air miles in the near future. compared to other rugby brands? We are also in the second My job is to grow Canterbury, and focus season of our lifestyle range, which on the task at hand. I’m happy that we’ve takes the heritage and values of grown market share and have a healthy the New Zealand brand, but order book, and to date we are on hopefully attracts a wider audience schedule to achieve our long-term business than that of our loyal rugby base. plan. If we concentrate on our own We have adopted an alternative targets, what other brands do to a certain logo on the product range - the extent is irrelevant. Kiwi bird - and opened two stores in Bath and Oxford respectively. What marketing strategies Despite a tough retail climate, initial have worked well for you? results have been promising. Again, historically for a global brand its marketing initiatives were dysfunctional How have sales been and very territorial. Our Rugby World during the last 12 months? Cup campaign ‘Only the Strongest Despite the historic failings of the Succeed’ is the first global campaign that brand, the consumer has not showcases the five teams we partner, the turned its back on it. Due to an players who play and the fabric of the inability to deliver, it inadvertently jerseys they play in. stimulated demand and, as a It’s a powerful message and we’ve had result in the UK particularly, the positive feedback from both retailers and order book has seen growth year consumers. Ultimately we aim to support on year. We have been chiefly our retailers wherever possible to enhance focused on delivering value to the sell-through, drive sales and grow the brand. independent base and ensuring their sell-through was our What have you got planned priority. Across the globe, but for the forthcoming season? particularly in New Zealand and We have the former IRB World Player of Australia, sales - and more the Year Bryan Habana fronting our importantly profit - have exceeded revolutionary Mercury Compression expectations in the last two years. campaign, which should position

50 SPORTS INSIGHT Canterbury well to grow market share in really speak for other brands. However, as an particularly pleased with our Uglies this field. We’ve also had world cup Englishman I hope the media park the issue product, which I believe as a concept sets winner Will Greenwood and RPA player and focus on getting behind the team, us apart from other brands. You’ll see of the year Thomas Waldrom join our resulting in success in New Zealand some exciting developments in this area team. Both are excited about their this October. over the next 12 months. involvement, so watch this space. What are your Are social networking sites How involved is the brand in current the future for raising a grass roots rugby? best-sellers? company’s profile? The core of our business is rugby. We believe Our Stadium Without a doubt. Our Facebook page we are the players’ choice, whether you are pants have has over 51,000 fans and grows Jon Smit, captain of the Springboks, or a always been weekly. We interact daily and listen to young boy or girl playing for their local team. good sellers. what people say. Any business that The market is saturated with brands and it’s The key is to doesn't acknowledge the views of their the toughest part of any business. However, I learn from consumers is destined for failure, and do believe that if we get it right the their success now with advancements in social opportunity will be massive, so we have put and expand media it would be criminal not to take considerable resource in this area right now. that into other advantage of it. In association with the RFU, we provide products. I We also recognise more than ever kit to Super Skills Travel, which focuses on have been the use of viral marketing and have young children being taught the virtues of incorporated a number of fun the game by world cup winners Will elements, challenging some of the Greenwood and Austin Healey. We see best and strongest rugby players initiatives such as these as instrumental in in the world to rip our growing the popularity of the sport and jersey, which reaching the next generation. remains We have also set up an initiative undefeated. si called ‘Rugby for Good’. In conjunction with Beyond Sport, we are embarking on a number of special projects where we can use the game and what it stands for in conjunction with the values of our business to help change people’s lives. It’s very early days, but I’m extremely passionate about how we can impact social change through rugby.

What do you make of the recent statement by former RFU chief executive Francis Baron that the governing body is on the point of meltdown? Everyone is entitled to their opinion, but in a time of adversity it may have been more proactive to be positive and empower the staff to make a difference. Like rugby or any team sport, its leaders are only as good as the infrastructure supporting them. Undoubtedly businesses need decision makers, but strength in depth is key and I have no doubt that the RFU will have good people who can make a difference.

How do things like this affect the brands? I don’t believe it’s had much of an impact on Canterbury and can’t

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R TO PLACE AN ORDER FOR IMMEDIATE DELIVERY OR TO ORDER A CATALOGUE CONTACT US ON: 0844 902 1801 OR VISIT OUR WEBSITE: WWW.PROSTAR.CO.UK EMAIL: [email protected] E-TAILING KICK- Dave Howell highlights nine ways to boost your website’s search ranking, expand its online sales customer base and retain a Your product images can also be presences on all the relevant social higher percentage of visitors enhanced with zoom features that networks, but don’t think this is just Twitter allow customers to view in detail and Facebook. Today your customers use every aspect of the item they are the web to check every aspect of any goods Today ecommerce sites can be set up in thinking of buying. Systems you could employ or services they want to buy. And don’t minutes, and the number of stores on the include Digital Brochure Design’s Image forget that content created by your web means it’s increasingly difficult to Zoom tool, Photo Zoom and Magic Zoom. customers is highly valuable. attract and retain customers. As a Research from the Internet Advertising storeowner you are, however, not SEO is still important Bureau revealed that 88 per cent of UK powerless to act. Good SEO is vital for all online storeowners brands rate social media as important to With some simple and cost-effective to ensure their business has a high search their business, with 22 per cent of changes, you can ensure you receive high engine page ranking. Good SEO is not a respondents making it a core part of their levels of traffic and, what’s more, the black art, but a sensible approach to how you communications strategy and 23.5 per cent customers that visit your store will have a create the content that appears on every page using social media in ad hoc projects. memorable experience. By following these across your site. Tony Effik, chair of the IAB social simple steps you can improve your site’s Think about the keywords potential media council, explains: “This is going to search ranking, expand its customer base customers would use to locate the goods be a big year for social media, and we at the and retain a higher percentage of visitors. you’re selling - these words should be social media council are determined to help included in your key product pages. Be make it easier and more effective for Content is still king careful, though, not to overload your pages. marketers and agencies to participate in this It’s an old adage, but it’s still true that the Google is especially sensitive when a page revolution. The research highlights some of online stores that receive the most visitors contains too many keywords. Called keyword the challenges we are facing, such as and appear in a high position on search density, try and ensure your pages don’t have ensuring clarity of new social concepts, engines are those that feature superb content. more than a 10 per cent density of your crowdsourcing, and in ensuring that return Updating your site’s content should be a targeted keywords. You can use keyword on investment and accountability are daily routine, not an annual chore. Every density checkers such as keyworddensity.com essential in the drive for growth.” time you place an image or text on a page to evaluate each of your pages. ask yourself whether that piece of content is M-commerce is here as good as it could be. Is the image engaging Barriers to ordering The iPhone and iPad have placed mobile and optimised? Is the text interesting and One of the most common criticisms of internet access in the hands of millions of informative, as well as search engine ecommerce websites is their owner’s potential customers. But whether you optimisation compliant, based on the search insistence that a password protected account optimise your website for smartphones and terms you are targeting? must be set up before an order can be placed. the raft of tablet PCs on the market should Chris Barling, CEO of ecommerce be evaluated carefully. If your customers Images sell software specialist Actinic, says: “Sometimes are looking to access your store on mobile What became clear very quickly during the small changes can have a dramatic impact on devices, then creating a new site for these early days of ecommerce was that high sales. An example is where sites force buyers platforms can be money well spent. quality images were vitally important. With to create an account. Often ecommerce stores designed for broadband connections almost ubiquitous, the “Removing this restriction alone will traditional desktop and notebook PCs bandwidth now exists to allow you to display usually provide a major boost, as many don’t work that well on high quality images right across your store. people don’t wish to create any more online touchscreen devices. Assess However, it’s still vital to optimise every accounts and remember yet more your site to identify where image, as consumers still have little patience passwords. The best thing is to ask some changes need to be made in when it comes to web page loading times. friends to try buying from your site, and order to move into what will It’s also possible to offer a variety of observe them while they give you a running become the highly lucrative different viewing methods across your site. commentary. This will usually yield some m-commerce space. Pop-up lightbox effects, 3D image viewers great ideas for improvements.” “I have watched and rotators such as 3D REV and WebRotate technophobes interact with an 360 can all be used to give your images more Social networking iPad with such intuition and assurance appeal. And if you want to try your hand at Retailers that embrace social networking that I have become convinced that tablets creating 3D images, the Minoru 3D webcam will ultimately reap the rewards it offers. and touchscreen PCs will become is a very cost-effective way of doing so. Your store should have appropriate ubiquitous,” says Marc Peter, creative

56 SPORTS INSIGHT director at on-IDLE, a branding, design and your visitors and they will simply leave. be slight but they add up, and sometimes it web development company. “In 10 years Your home page may be the shop doesn’t take much to throw us. time we will have forgotten that window of your website, but many of your “As a rule, people don’t like to puzzle touchscreens used to be novelties seen in customers will jump straight into your over how to do things. The fact that the futuristic films and shopping centre way- product pages. These should be clean and people who built the site didn’t care enough finding kiosks.” easy to navigate. And don’t forget search on to make things obvious - and easy - can your site. Create a drop-down list of the erode our confidence in the site and its Navigation and layout common attributes of your products and publishers.” Intuitive site navigation is one of the supplement your normal keyword searching. fundamental components of good If some products are out of stock, Customer interaction ecommerce design. If you confuse your site’s remove them from your site immediately or Social networking can often be a passive visitors, or they get lost when navigating mark them as ‘temporarily out of stock’, experience for retailers. They develop a page your pages, they are unlikely to buy from and make sure your terms and conditions on Facebook that they update and perhaps your store or return for another visit. explain what happens if this occurs. The enter into some form of conversation with Try and view the design of your site with internet is very good for disposing of dead their customers. Twitter, of course, has made a critical eye. Can your main offers be easily stock at discount prices, but keep this in a these conversations fast and efficient to found and purchased? Does your navigation separate section from your regular items so maintain. However, increasingly retailers are clearly show customers where they have that you can update it easily. realising that their sites can be hosts for been on your site? Including a breadcrumb Steve Krug, the author of the book customer interaction as well. path, which appears on each page, is a tried Don’t Make Me Think!, which is described Developing platforms to allow a site’s and tested example of good design. as a common sense approach to web visitors to interact with each other is Customers expect to see certain usability, explains: “When we’re using the becoming a common feature. There are now standards on a website - like a company’s web every question mark adds to our a number of applications you could use to logo on the top left of a page and core cognitive workload, distracting our attention create your own community, including navigation across the top or down the side. from the job at hand. The distractions may BoonEx, SocialGO, KickApps and Ning. si These common layout aspects create a sense of familiarity that encourages potential customers to browse the site. The site map should be user friendly and search engine friendly too.

First impressions As the vast majority of your visitors will most likely find your website via a search engine, you have a very short space of time to make that vital first impression. Online consumers have developed skills that enable them to evaluate a web page in seconds, so every one should be clearly laid out and have your most attractive marketing messages front and centre. This doesn’t mean you should overload your pages with banner ads and other flashy promotions. Overwhelm

www.sports-insight.co.uk 57

         

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E-TAILING Which platform for the Benjamin Dyer, CEO of Actinic Software, an ECOMMERCE ecommerce specialist, looks at the pros and cons of marketplaces versus your own ecommerce store EXPRESS? An important decision in the early days switched off for what seemed pretty from a bank and accept card of your web channel is what platform trivial offences. This can be fatal to payments without going through to sell from. There are several choices: an established business. PayPal - it’s much cheaper. packaged software solutions versus ■ Due to the low barriers of entry, ■ Investing in your own online store bespoke, or desktop versus online. there is a constant stream of new doesn’t stop you from also selling via Here I will focus on the online competitors - and more competitors a marketplace. The key is to have a marketplace versus your own domain. generally means price pressure. clear strategy. Offering the same Amazon provides a slick pricing product at different price points OPTION A: comparison process, alerting you if depending on the channel is a fast THE MARKETPLACE you are the lowest provider of a way to alienate your customers. During the last few years online specific product. While this is highly However, many retailers use marketplaces such as eBay, Amazon useful, it does encourage pricing marketplaces to get rid of excess or and Buy have helped tens of thousands wars between providers, which puts old stock, or to test new product lines. of people to start ecommerce businesses. pressure on margins for everyone. ■ You can consider telephone ordering. This is more critical for certain PROS Most of these new competitors do not last demographics and products where fit is ■ The great advantage of marketplaces long; many exhaust their savings or stock key, something is technically complex is that they require no technical selling at a loss. Unfortunately there are or costs a lot and so customers want to knowledge to get selling. Even more always new ones to take their place. be sure they are ordering the correct importantly, they deliver visitors to ■ Depending on the marketplace, there item. Telephone ordering won’t work your store from day one. through marketplaces. ■ are limits to the amount of branding Marketplaces use a feedback score, you can give your own storefront. which many consider a blessing as well CONS Amazon permits virtually none, while ■ as a curse. However, positive feedback There is more work to do than eBay is better but still limited. What’s simply listing products and waiting equates to more sales, so for potential worse is that the marketplace ‘owns’ customers the system provides a for the orders. You have to attract the customer, and all communication traffic yourself. completely transparent trading history. has to go through the system. This ■ ■ If you opt for your own store you’ll Most marketplaces use their own limits additional marketing payment process - eBay uses PayPal, need to familiarise yourself - and your opportunities and the chance to turn a staff - with how to use the ecommerce whereas Amazon requires all one-off customer into a repeat buyer. merchants to use its standard platform and this takes time. checkout. The plus is the positive OPTION B: Choosing a platform isn’t easy, there customer perception, ie small OWNING YOUR OWN STORE are many pros and cons of each. My merchants’ reputations are boosted by The alternative to starting up with a advice is a blended approach - make this Big Brother approach. Customers marketplace is to register a domain the marketplace advantages work for also have an easy appeals process if name and build your own online store. you while mitigating the risk as you anything goes wrong. For example, grow your own store. si PayPal protects its users on all PROS ■ transactions, whatever the amount. If you are going to do this it’s sensible ■ Another advantage of marketplaces is to choose one of the established that if you have the right product at ecommerce providers. Again, that the right price you get traffic - lots of it. pretty much eliminates the need for technical knowledge. A search for CONS ‘ecommerce software’ will give you ■ On the downside, the listing and a list of the top providers and transaction fees cut into your profit asking in a forum will generate margin. Taking the sportswear category lots of suggestions. on Amazon, for example, a 15 per cent ■ Owning your own site means ‘tax’ on each sale is fairly typical. These you can create a design that’s fees need to be considered against the unique and doesn’t have to fit advantage of the traffic; sometimes less marketplace templates. And sales equals more profit. while you have to do ■ All marketplaces have a number of everything yourself, you can strict service level agreements and make more profit as well since policies to protect their brand and you’re not giving away a big revenue. I know of several high commission on every sale. You flying businesses that have been can also obtain merchant status

www.sports-insight.co.uk 63

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“What this shop needs,” said my assistant Norman, “is some corporate bonding. Do you realise we haven’t spoken a word to each other since the tea break? You haven’t even asked me about my sty.” When I said I thought corporate bonding sounded like a new sort of super glue, Norman gave me a pitying look and said he could call it social motivation if I preferred or even togetherness therapy, but it all boiled down to being pleasant to each other in the name of business efficiency. And in his humble opinion, there wasn’t much of that at Elite Sports Enterprises. Work Force Commitment Index Apparently there’s something called the Work Force Commitment Index, which shows just how well workers get on with the boss and how much the boss appreciates his staff. “There was a sample questionnaire in The Sunday Times business section,” Norman said. “My score didn’t even reach as high as the ‘Have you thought the occasional glitch involving a to create a prehistoric society. Hidden in about getting another job?’ category. £275,000 payout to the victim of a sumo the cave were candles and fire-making I don’t know where he got the idea that wrestling mishap, are booming to the tune equipment, but they had to find them in you actually go to work to be liked and to of £100 million a year. At the last count the dark. After an hour of hearing them spend the days in cosy chat. After all, I over 2,000 companies now offer courses discuss forming a prehistoric strategy worked with my dad for 20 years and we ranging from wandering round Dartmoor committee, I shouted that there was a never once discussed our sties, or anything in your underpants to bungee jumping trapdoor at the back of the cave and a else much, come to that. In fact, he’d been into a damp sponge, which in some good pub down the road. retired a fortnight before he got around to mysterious way are supposed to make They had another meeting to discuss telling me, although I was beginning to you better at your job. the ethics of the situation and formed a notice I was by myself in the shop and was Norman seemed to have forgotten - sub-committee to decide whether to pick having to buy all the doughnuts. and I didn’t remind him - that I probably up the cigarette lighter I’d pushed under I was starting to wonder if I should knew more about corporate bonding than the door. Eventually after a vote of four report his absence to someone when he he did. And that’s because I was once sent to three with two abstentions, they rang to say he was fishing on the Norfolk an invitation by a cellular vest company to decided to remain prehistoric and in the Broads. The weather was lousy, but he take part in a ‘rapport workshop’ weekend dark. I asked for my lighter back and had caught a couple of nice chub. Could I for its employees at an adventure centre in went to the pub. tell my mother that he was still alive, if Surrey - and fortuitously ricked my ankle Hours later, when finally released, damp, and would be back at the within minutes of arrival. the prehistoric captives gave me a good weekend? But to tell the truth I’m not earbending about trying to destroy team sure she had noticed he’d gone, either. Frightened, flabby folk commitment and not entering into the Okay, dad and I didn’t do a lot of As a result, I was drinking a thermos of spirit of comradely cooperation. With hugging and high fives (none at all, to be tea in the car and listening to The Archers that sort of attitude, I’d never get a job in honest), but business was a darned sight omnibus as frightened, flabby folk fired their company. At that moment, having better than it is now, I can tell you. But the paint guns at each other, clung shuddering to buy your own insurance stamp seemed bad news is that the pressure is on us to cliffs and waded into icy streams. It a real bargain. antisocial loners to reform, or to perish was one of the most enjoyable weekends This afternoon Norman’s once again like dinosaurs in the Ice Age. There is I’d had for some time. been banging on about going on a even a thriving industry devoted to On the last evening nine shell- corporate bonding course and while I making us pretend to be nice to each other. shocked and weary salesmen were locked might tell him about the cellular vest Corporate bonding activities, despite into a pitch black concrete cave and told place, he’s certainly not having my lighter. si

66 SPORTS INSIGHT