SportsSERVING THE SPORTS TRADE IN THE UK AND ROI www.sports-insight.co.uk £3.50 NOV/DEC 2011 Insight THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS

Mercury Compression at RWC 2011 www.canterbury.com

INSIDE THIS ISSUE SEE PAGE 62

HOOPING FOR THE BEST Is basketball too cool POINT OF SALE SHOW TIME IN SEASON to have mainstream appeal? How to get more bang for Full STAG Buying Show and Focus on London 2012, your marketing buck ISPO MUNICH previews rugby, running and football www.ispo.com

Save the date! Connect with us again at next year’s ISPO from January 29 – February 1, 2012.

               !"

PERFORMANCE TEAMWEAR COLLECTION

Create a winning identity with Gamegear teamwear. Designed for personalisation with your logo, Cooltex dry wicking fabrics provide improved air circulation and allow moisture to escape keeping you cool and dry when you’re at your most active. www.gamegear.co.uk 01332 85 83 85

KK999 Tour Zip Neck Top IN THIS ISSUE CONTENTS 11.11 E-CATALOGUES & BROCHURES ABC Certification SportsInsight working with To view the latest trade e-catalogues Sports Insight has a current ABC certified circulation of and brochures, 5,496 (audit period July 1, 2010 - June 30, 2011). The visit www.sports- Audit Bureau of Circulations (ABC) is an independent insight.co.uk. audit watchdog that verifies magazines’ circulation figures, providing accurate and comparable data for advertisers. ABC Certification demonstrates a media owner’s integrity, in ONLINE COMPETITIONS their willingness to be audited and to conform to industry standards. For more details on the latest Sports Insight online competition visit www.sports- COVER STORIES insight.co.uk and click on the competition tab for your chance to win. 30 UP FOR THE CHALLENGE Ricky Chandler, joint managing director of STAG, WEEKLY E-NEWSLETTER speaks to Sports Insight ahead of the buying Are you missing out on the latest group’s UK show industry news? Then subscribe to the FREE E-TAILING Sports Insight newsletter. Simply go to 32 IDEAS, INNOVATION 68 www.sports- & INSPIRATION How retailers can use social media to insight.co.uk and ISPO MUNICH is back with a new look and a new grow their businesses click on the newsletter tab. aim to connect sports business professionals 74 UNDER THE COUNTER WWW.SPORTS-INSIGHT.CO.UK 34 POINT OF SALE A sideways look at the world of independent retailing How to get more bang for your marketing buck IN SEASON HOOPING FOR THE BEST 40 FOOTBALL Is basketball too cool to have mainstream appeal? 45 46 WOMEN’S PRODUCTS 50 LONDON 2012 REGULARS 52 RUNNING 58 RUGBY 10 NEWS Latest headlines, key dates and events FEATURES 14 KIT STOP 36 POSITIVE CHANGE Essential stock for your shop Social conscience, sustainability. Are we FOCUS ON actually making a difference or simply mystified by 22 what it all means? Physicool reusable cooling bandages 42 MY SPORTING LIFE 24 TALKING SHOP Chris Sutherland, joint managing director of Simon Skelton is manager of Gulf Stream, a surf hockey brand Dita UK retail outlet and manufacturing business 64 VIRTUAL LAND OF 27 MOVERS & SHAKERS OPPORTUNITY Tim Gardiner, sales and marketing director Why you should make ecommerce a pivotal part at Admiral Sportswear of your retail strategy 28 FSPA FOCUS 72 MAKE IT MEMORABLE FRONT COVER: features Canterbury Brand Ambassador The latest news from the Federation of Without a distinctive experience, retailers will be Bryan Habana at RWC 2011. Image courtesy of Getty Images. Sports and Play Associations left with a small customer group

Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media (2000) Limited. The views expressed in Email: [email protected] Publisher: Matthew Tudor this magazine are not necessarily those of the publisher. Every effort is made to ensure the veracity and integrity of the companies, Assistant Editors: Catherine Eade and Louise Ramsay Art Director: Jim Philp persons, products and services mentioned in this publication and Advertising Manager: Keith Marshall Tel: 01206 508601 details given are believed to be accurate at the time of going to Tel: 01206 505947 Email: [email protected] press. However, no responsibility or liability whatsoever can be accepted for any consequence or repercussion of responding to any Email: [email protected] Designer: Chris Ashworth information or advice given or inferred. No part of this publication Fax: 01206 500243. Advertisement Art Director: Clare Brasier 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 (audit period July 1, 2010 to June 30, 2011) Group Advertising Manager: Sam Reubin Court, Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues)

06 www.sports-insight.co.uk ULTIMATE PERFORMANCE SUPPORTS AND TAPES FOR ULTIMATE PERFORMERS LAUNCHING JANUARY 2012 Forming part of a dynamic range of sports performance products and accessories, new Ultimate Performance advanced body supports and tapes provide exceptional quality and application, at highly competitive prices.

Retail prices from £7.99 to £59.99. Introductory offers are available.

£17.99 £14.99 £29.99 £17.99 £17.99 Carpal Tunnel Wrist Thigh Support Shoulder Support Open Patella Knee Neoprene Ankle Brace UP5366 UP5340 UP5235 Support UP5310 Support UP5225 Find out more about stockist opportunities and launch activity by contacting the sales team on 01923 242 233 today. supports • hydration • tape • laces • apparel • accessories www.ultimate-performance.co.uk FEET FIRST Adverse weather conditions have contributed to the growth in UK sales of outdoor footwear in the past two years, says the NPD Group

The ice and snow that has plagued the UK for the past two leading the sales charts. While these two brands have a presence, a winters have played their part in an increase in sales of number of outdoor specific brands have a long history of serving this outdoor footwear. sector. Some have diversified into other categories, but the majority Figures rose four per cent year on year in the 12 months to remain true to their roots. December 2010, as robust footwear was purchased by people who Once consumers bought their first pair of outdoor shoes during needed to get around despite the adverse weather conditions. the winter months, when spring arrived did they return to purchasing According to NPD’s Online Consumer Panel, ‘leisure’ usage increased their traditional footwear? Not according to NPD. During the summer significantly around this time, indicating an upsurge in general use. months sales of outdoor shoes continued to increase, growing by six NPD did not see a sudden increase in sales of hiking, walking or per cent. As a result, the market was valued at around £200 million for mountaineering shoes, suggesting that people were purchasing the 12 months to June 2011. outdoor shoes as a necessity rather than for any particular activity. Part of the reason for this growth has been Karrimor’s availability through Sports Direct. The outdoor market is often regarded as a high LONG HISTORY end, high priced category, but Karrimor’s pricing strategy has opened With over 10 per cent market share, the outdoor footwear category is the market up to a wider audience. The average price of outdoor the third largest in Great Britain after leisure and running. This market shoes lies in the mid-£30 region, but Karrimor currently sets prices is among the few that doesn’t have the likes of adidas and Nike almost £10 lower.

08 www.sports-insight.co.uk OUTDOOR FOOTWEAR

Karrimor and Timberland are proving popular, with the latter seeing a renaissance largely through JD Sports. In addition, Vibram FiveFingers is expected to lead among minimalist fans, as this market continues to grow in popularity.

The NPD Group monitors the sales of sports footwear and apparel in many countries around the world. For more information contact The NPD Group sports team on 01932 355580.

THE OUTDOOR MARKET WAS VALUED AT AROUND £200 “MILLION FOR THE 12 MONTHS TO JUNE 2011

Leisure usage makes up 50 per cent of the outdoor category - a figure that continues to grow. And according to NPD, the most common reason why people buy a particular outdoor shoe is because of how well it fits. ” WOMEN’S SECTOR The women’s sector is a growth area of the outdoor market - many outdoor and sports retailers saw strong sales during the 12 months to December 2010. Retailers enjoyed another sales spike early in the new year and during the summer months, with Go Outdoors particularly successful (the retailer more than doubled female sales in the 12 months to June 2010). However, while leisure usage drove sales in the first quarter of the year, outdoor activities such as walking and hiking were the reasons behind second quarter growth. And although core brands are enjoying sales increases, less technical brands are leading the way.

www.sports-insight.co.uk 09 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675

CALLING ALL INNOVATORS

The Youth Sport Trust is looking for leading, cutting edge sports brands/companies that believe they have something to offer the youth sports sector. It has research to show the need for innovation. This can support targeted areas as well as provide opportunities for all young people to be the best they can be through PE and sport. This doesn’t need to be in sport competition. Whether it is using sport within subject areas such as curriculum, journalism, leadership, workforce development, technology or more, it can all be of great benefit to the next generation. Everyone is different. Therefore, everyone can benefit from adaptations and developments through the use of innovative thinking to offer a solution, which in turn encourages and supports engagement and participation across all circles and all young people. Whether you feel you have a marketable solution and are looking for further marketing opportunities, or want to explore commercial opportunities through a sector specialised route to market, apply today. In addition, the Youth Sport Trust champions and is seen as a leader in product development for sport and health with years of expertise and a portfolio of nationally recognised work to date. What are you waiting for? Spaces are limited, the opportunities are endless. Investing in the next generation. Tel: 01509 226633. Email: [email protected].

PUMA POSTS STRONG THIRD QUARTER SALES

PUMA’s third quarter sales increased 10.2 per cent to €841.6 million, driven by a 16.4 per cent growth in sales in Asia/Pacific and Latin America. “PUMA posted a very solid sales performance for the fifth consecutive quarter,” says Franz Koch, CEO of PUMA. “This underpins our five-year growth strategy, which is already delivering results. “After a strong performance in the first nine months of this year, we are now approaching our sales target of €3 billion for the full year, and despite continuing cost pressures we maintain our forecast of an improvement in net earnings in mid-single digits.”

Other highlights include: ● Gross profit margin remained at 50 per cent. ● Footwear sales rose seven per cent to €431.1 million, apparel went up 13.8 per cent to €294.7 million and accessories climbed 13.9 per cent to €115.8 million. ● PUMA’s running category was boosted by Usain Bolt’s performances at the World Championships in Daegu and sales of its Faas range. ● The women’s fitness category continues to grow, with strong sales of the PUMA Bodytrain range. ● EMEA posted a sales increase of 9.5 per cent to €410.6 million. ● Sales in the Americas grew by 6.7 per cent.

10 www.sports-insight.co.uk “We wanted to take him to Reading, but we were mindful he had to be in school early the following day.” Derby County boss Nigel Clough on Mason Bennett, at 15 the club’s youngest ever player

Sponsorship …British skier Chemmy Alcott has become a Mizuno brand News ambassador…le coq sportif will be the official supplier of Le Tour de France MEMBERS in 2012…British cruiserweight Rob Norton has signed a sponsorship deal with boxing equipment retailer Boxfit…Polar will be providing its cutting edge products to Sale Sharks as part of a new partnership with the Premiership rugby club…Heineken will be the Official Beer Supplier and a Worldwide Partner for 4 Rugby World Cup 2015. The agreement extends Heineken’s long- standing association with international rugby, having first sponsored the Rugby World Cup in 1995…Lonsdale has signed a sponsorship agreement with European boxing champion Darren MEMBERS Barker…Leicestershire wicketkeeper and batsman Ned Eckersley and Kent and England cricketer James Tredwell have extended their sponsorship deals with Gray-Nicolls…Mizuno has agreed a INTERSPORT is a global brand that is fundamentally a member two-year partnership with the British Volleyball Federation to driven group of independent sports retailers. In the UK and Ireland a become its Official Footwear Sponsor. The brand will provide the common link through the membership is the multisport approach, with official competition and training footwear for the men and the ethos of sport being for everyone. Within the group there is room women’s elite national teams…Trina Gulliver has extended her for individual diversity and each member focuses on key sports sponsorship deal with Winmau until 2015… categories to drive their business and cater for local needs. A key point of difference on the high street is the strength of performance and equipment products that are offered, giving RONHILL SPONSORED TEAMS WIN INTERSPORT clear separation from retailers concentrating on non- NATIONAL ATHLETICS TITLES technical apparel and leisure footwear. The activities of INTERSPORT UK and Ireland are coordinated The Aldershot, Farnham and by a head office team in tandem with the members for the benefit of District Athletics Club, which members and not as a profit driven organisation. Member opinion and has a kit sponsorship deal with participation is encouraged and the expertise of the individual retailers running brand Ronhill, is for the benefit of the entire group is shared within the newly formed celebrating success after it category steering committees. won both the senior men and Coupled with the international strength of INTERSPORT and its ladies’ National 6 Stage Road strategic partnerships with key brands, the group is a strong force Relay Championships recently. globally and growing stronger within the UK and Ireland. Membership “It is great to be is growing and, most importantly, with the right partners as the group associated with the UK’s continues to build a strong platform for the future. leading team and we have In addition to the quarterly buying shows, INTERSPORT has developed a very strong reinstated regional meetings with members to ensure a close relationship with the club over integration of the business. These have recently been held in Glasgow, the years,” says Graham London and Birmingham, giving the team and members a forum to Richards, Ronhill’s brand discuss the strategic direction of the group’s brand partnerships, as director. “We also support well as reviewing recent events. other events that they Moving forward, the group will continue to invest in substantial organise, as we are always exclusive marketing and brand campaigns, while supporting the keen to be involved in running expansion of the head office team to include a merchandising and at grass roots level.” retail division providing improved support and service to the membership. SPORTS DIRECT PROFITS SHOW NO SIGN OF SLOWING Sports Direct’s sales for the nine weeks to September 25 grew 11.5 per cent to £329 million, while gross profit increased 12 per cent to £131 million. “The group has delivered strong growth through the second quarter, further validating our resilient business model,” says chief executive Dave Forsey. “The strong trading highlights the positive sales growth achieved post the tough FIFA World Cup comparisons, while we have continued to invest in margin, inventory and additional group marketing.” Forsey adds: “Management continues to believe that the group’s strong performance, particularly against the tough economic backdrop, is underpinned by the introduction of the employee bonus share scheme in 2009 and the new four-year scheme announced earlier in 2011. “We remain positive about the group’s outlook and are excited about the opportunities in 2012 with the official Sport Relief t-shirt available exclusively in stores and online from January 19 and both Euro 2012 and the London Olympics in the summer.”

www.sports-insight.co.uk 11 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... WHAT’S NEWS Send your news stories to the Sports Insight news desk at [email protected] or call 01273 748675 SPEEDO TO EMBARK ON 12-MONTH UK TOUR MOUTHGUARD Speedo has announced plans to take its products to the people via an 11.5 metre MANUFACTURER UNHAPPY transformer vehicle that’s embarking on a 12-month tour of the UK. As well as showcasing its products and providing expert advice, the Speedo WITH AMBUSH CLAIMS Roadshow will also be educating people about the benefits of swimming. As part of the tour, Speedo will be challenging the public to take on eight- The mouthguard manufacturer at the centre of two fines handed out to times Olympic gold medallist Michael Phelps in the virtual world of the new Push brothers Manu and Alesana Tuilagi during the Rugby World Cup has hit The Limit Xbox Kinect game. out at claims the company was involved in ambush marketing. “Swimming is a fantastic health and fitness activity enjoyed by millions of The ‘Mouthguard Two’, as they’ve been described in the media, were people every day,” says David Robinson, Speedo brand president. “The Speedo hit with NZ$10,000 fines (around £5,000) after breaching IRB commercial Roadshow is designed to present the full breadth of the Speedo range and give regulations by wearing OPRO mouthguards emblazoned with their advice to anybody looking to find the right swimwear. We hope it will inspire many sponsor’s logo. more people to swim and enjoy this fabulous activity.” OPRO managing director Dr Anthony Lovat says he is “horrified” at For more information visit www.speedo.co.uk. suggestions the company may have been involved in guerrilla marketing, adding the company has in no way encouraged any player to wear its branded mouthguards during international rugby tournament play. “OPRO is a professional organisation and has never - and would never - be involved in ambush marketing activities,” he says. “As a dentist I want to do my upmost to protect players’ teeth, whether that is children at weekend fixtures or the international rugby elite - all deserve to have the very best oral protection possible.” JJB’S LOSES WIDEN

The board at JJB Sports admitted the retailer faced a number of critical trading periods in the coming months, as losses for the first half of 2011 increased 177 per cent to £66.5 million. JJB said performance during Christmas trading, the January sale period, European football championships and the Olympics will be critical to the success of the company’s turnaround plans. “Despite the consumer environment being extremely challenging and expected to remain so for the foreseeable future, our re-sized store portfolio and other cost saving initiatives have allowed us to manage the business and maintain tight financial control,” says Keith Jones, JJB’s chief executive officer. “Our focus on people and processes is yielding early wins and with the continued hard work from colleagues across the group, I remain confident of JJB’s return to profitability and growth. Our turnaround plan is now firmly established in the business and good progress has been made in a number of key areas, however there is much to do. “Our results for the half year have been impacted by the closing of unprofitable stores and the sell-out of old and obsolete stock. Despite the tough trading climate, the business is in better shape than of late and has the opportunity to develop the JJB proposition into a truly authentic sports retailer over the next few years.” UNDER ARMOUR HITS BILLION DOLLAR MILESTONE

Under Armour grew third quarter revenues 42 per cent to $466 million, taking the brand’s net revenues past the billion dollar mark during the first nine months of 2011. “We surpassed a billion dollars in net revenues last year and the brand has already topped that milestone this year through the first three quarters,” says Kevin Plank, chairman, CEO and president of Under Armour. “Our product engines are as strong as ever, as demonstrated by consecutive quarters of 40 per cent-plus growth for the first time since 2007. “We successfully launched Storm Fleece during the quarter, our cold weather charged cotton product. We also elevated our footwear message while continuing to enhance our global distribution network.

12 www.sports-insight.co.uk “Who’s the Scouser in the wig?” Liverpool fans to Wayne Rooney, who was preparing to come on as a United substitute at Anfield. STAG STAGES SECOND SUCCESSFUL ROI SHOW Independent Sports STAG put on another excellent buying show at The Tullamore Court Hotel in Tullamore, its second in the Republic of Ireland. Just over 90 per cent of all STAG members based in Ireland attended the two- Retailers Alliance day event, which featured over 30 brands, including new members Trespass, Oakley, Rockport and Helly Hansen. With the focus on buying, STAG encouraged all brands at the show to make exclusive offers available, as well as providing complimentary accommodation and meals for members. Twice as many members turned out for the show on October 23-24 as last year, creating an excellent networking opportunity for all in attendance. Says Ricky Chandler, joint managing director of STAG: “We were absolutely delighted at the level of attendance from retailers and suppliers - they all played their part in making The STAG Buying Show the tremendous success that it was. The attitude of everyone created a fabulous atmosphere where the level of business written was incredible.” ASICS’ Sam Walker said the brand had a fantastic show, with record breaking show sales and a huge amount of interest shown from all members, while Conor Lloyd at Helly Hansen said the company wrote business with 10 new retailers. “Once again STAG provided an excellent event where we managed to present HI-TEC to over 50 new and current customers,” said the company’s Ian Cameron. “We took record orders and opened many new accounts.” Jon Drage of Fitness Mad added: “This show was so good for us that if STAG ran four a year we would attend all four.” McDavid endorsee Tom Court (pictured second left) spent several hours talking to retailers and discussing the brand’s product range on the first day of the show. Having just returned from New Zealand following Ireland’s quarter-final exit at the Rugby World Cup, Court has begun training with Ulster, who are aiming to make an impact in the Heineken Cup, and left the show with the latest McDavid Hexpad rugby lines and base layers to assist him in his quest.

BENEFITS As part of the group, independent sports retailers “Our strong sales and the early acceptance of new products create a dynamic unit. The benefits are considerable: such as Storm Fleece and our Charge RC footwear give us ■ Stronger collective buying. confidence that the consumer continues to vote for our brand.” ■ Better discounts. Other third quarter highlights include: ■ SMU and broader product offerings. ● Apparel revenues increased 31 per cent to $363 million. ■ Access to new suppliers. ● Footwear revenues doubled to $52 million. ■ Lower costs. ● Accessories revenues increased 211 per cent to $40 million. ■ Own-brand product. ● Gross margin was 48.4 per cent, compared with 50.9 per cent in ■ Improved profit margins. the third quarter of 2010. ■ Market awareness and opportunities. Adds Plank: “Our brand continues to evolve and reach a broader range of customers and we believe we are still scratching the surface of the brand’s global potential. As we focus on that potential we will measure our success with an equal focus on driving topline with areas that will drive enhanced profitability and returns through improved management of our overall gross margin and inventory. “We will continue to invest in the talent and resources needed to ensure this balanced approach.” www.isra.ie

www.sports-insight.co.uk 13 PRODUCT ROUND-UP KIT STOP Essential stock for your shop GLENWAY Tim and Glenn look forward to meeting customers old and new at The STAG Buying Show. On display will be a good selection of the 2012 range, including the new Explode range, as well as a preview of the 2012 catalogue. The Explode range includes a 32-inch trophy, which is a must for any retail store.

For more information call +44 (0)116 2448131.

REEBOK FITNESS Reebok Fitness’ product portfolio ranges from key training items such as fitness mats and dumbbells, to innovative new products that take the sports equipment industry by surprise. Reebok Fitness has just launched its new EasyTone Step, inspired by Reebok’s EasyTone Moving Air Technology, and the TrainPod.

EASYTONE STEP The integrated balance pods below the step platform have been engineered to create natural instability to force muscles to adapt and encourage toning. (Available in professional and retail versions.)

TRAINPOD A fun and enjoyable toning experience designed to work muscles you never knew you had. The vertical air transfer through the pod provides instability to help encourage muscle activation.

For more information email [email protected] or visit www.reebokfitness.co.uk or www.rfeinternational.com.

14 www.sports-insight.co.uk www.sportindustry.biz

EKTIOTM ● EktioTM the most revolutionary patented sports boot on the planet. ● Physician designed to prevent ankle sprains. ● With two in-built straps, this secures the foot to the boot and supports the ankle, while the bumpers on the side of the boot prevent the ankle from turning over. ● Clinically tested / athlete approved. ● Light and nimble with lateral bumpers for flat landings. Suitable for indoor five-a-side football, basketball, tennis, squash, skateboarding and netball (all sports played on a hard surface). ● Gives athletes more time playing sport and teams more player availability. ● No need for tape and ankle braces. ● Can be used as a remedial tool by helping athletes with weak ankles to train confidently and play sports at full pace. ● Cuts the cost of rehabilitation expense for the individual and teams.

For more information visit www.alphaii.co.uk or call Keith Childs on 07411 466292.

1000 MILE SPORTSWEAR The team is looking forward to showing you additions to the 1000 Mile sock range, together with the bestselling Fusion and Fusion Walk socks (with their Achilles tendon protection and blister-free guarantee). Additionally, this is the perfect time to see the company’s new brand, Ultimate Performance - running and outdoor accessories developed for the UK consumer with good margin for retailers and value for money for consumers. Other brands being shown include Noene, Thuasne and Compeed.

For an appointment email [email protected] or call Nick Charles on 07968 307525.

www.sports-insight.co.uk 15 PRODUCT ROUND-UP

HARROWS There has been a phenomenal reaction to the fantastic line-up of Harrows’ English-made darts products, as featured in the company’s new industry leading catalogue. Following the successful 2010 launch of the I.C.E (Isostatically Cold Extruded) 90% tungstens, 2011 has seen the dawn of a new ‘I.C.E Age’ with the introduction of Black I.C.E. The new generation features super cool barrels that have undergone a titanium nitride vapour deposition process, which impregnates the tungsten for a tough non-slip grip. SRP: £39.99. The all-new Diva 85% tungstens are super chic, uber cool laser engraved darts that are designed with the growing number of female players in mind. SRP: £24.99.

Contact: 01992 300300. [email protected]. www.harrowsdarts.com.

ALPHA STRONG SANDBAGS Alpha Strong sandbags are internationally renowned for their extreme durability, superior quality and outstanding versatility. Supplied exclusively to the UK through functional training specialist Jordan Fitness, Alpha Strong’s range of sandbags include the Powerbag and Thy range, which are able to support the most intense of exercise regimes. Manufactured to combat issues that other sandbag manufacturers encounter, each bag has six padded handles, reinforced with triple stitch bar-tacked zigzag stitching. The bags are also made using a high count nylon outer shell to ensure maximum durability and product lifespan for the user. Weight can also be easily adjusted via a non-leak inner liner to provide a full body workout suited to the needs of every user.

For more information call 01945 880257, email [email protected] or visit www.jordanfitness.co.uk.

16 www.sports-insight.co.uk www.sportindustry.biz CARIBEE BACKPACKS TOP MARKS TO BRAND Brand Agility is delighted to announce the 2012 Caribee UK launch, featuring AGILITY FOR GREAT an exciting new range of backpacks with retail price points starting from £15. 2011 SCHOOL BAGS Impala 28L: RRP £27.50. Trail 30L: RRP £49. Brand Agility is delighted to announce the ● Caribee offers quality products at reasonable prices. arrival of the latest backpack brand from ● No minimum order. the States - YAK PAK. ● Delivery next day from stock. YAK PAK has pioneered the trend of ● Free shipping on orders over £250 (mainland UK - £350 NI and ROI). bringing fashionable prints to the backpack ● Free point of sale material. market, and all come with a lifetime warranty. The brand is popular with school See the new range at The STAG Buying Show. 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 To find out more about YAK PAK and vibrant colours, YAK arrange an appointment with PAK is available to representatives in your area call order now from stock. Jacquie Sandison on 0131 554 5555 No minimum order. or email [email protected].

For further information on Caribee call Jacquie Sandison on 0131 554 5555 or email [email protected].

www.sports-insight.co.uk 17 PRODUCT ROUND-UP

CYBERTILL Cybertill’s web-based EPoS system allows sports retailers to increase sales while reducing stock. What’s more, retailers can manage their store and ecommerce from the system. Independent retailers cannot normally afford to ring fence large amounts of valuable stock for web sales, but at the same time the vast majority of separate websites don’t communicate in real time to retailers’ EPoS stock control system, meaning that web stock levels are either not available online, which reduces customer confidence, or are simply inaccurate, which allows for sales to be made against stock already sold in store. Cybertill, a cloud-based EPoS solution, has the capability to share stock in real time with a store or stores and provide a truly integrated solution. This removes all the above stock issues and allows for a unified customer file as well, so customer tracking and loyalty systems are also integrated, thus increasing sales. It is even possible for clients to reserve online and collect in store, again in real time, resulting in increased sales. You can see Cybertill at The STAG Buying Show in November.

For more information call 0800 030 4432, email [email protected] or visit www.cybertill.co.uk.

18 www.sports-insight.co.uk www.sportindustry.biz

TEAM COLOURS Team Colours’ unique range of bespoke team kit and leisurewear now features some great new products and options. For this season the company has introduced new bespoke varsity jackets in custom colours and a hooded alternative of the increasingly popular sports underlayer. Team Colours’ fully customisable performance baselayers can be tailored to include a hood, thumb holes, neck styling and a wide choice of colours. The unlimited variations allow for exact requirements to be met, with low minimum quantities and fast lead times. 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 the sales team.

For more information call +44 (0)1920 871453, email [email protected] or visit www.team-colours.co.uk.

FITNESS-MAD Fitness-Mad specialises in high specification fitness equipment focusing on the areas of core stability, resistance, boxing and strength training. The company’s sister brands, Yoga-Mad and Pilates-Mad, are the UK’s leading brands of studio quality yoga and pilates equipment, offering a comprehensive range of mats, props and small equipment. The same Mad equipment that is the choice of many leading studios and clubs is available to independent sporting goods retailers in new eye catching retail packaging. The Mad brands offer high margins and minimal commitments; come and see for yourself.

To receive a brochure or enquire about a trade account call 01386 859 551 or visit www.fitness-mad.com.

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

JAKABEL - NUMBER ONE FOR SAFETY AND PROTECTION FROM THE SUN ● Floatsuits/wetsuits/UV50+ wear/pool toys. ● From 0-13 years, plus adults. ● 2-3 day delivery. ● No minimums. ● High quality/low price. For more information call ● Vibrant colours and designs. +44 (0)20 8715 2385, email ● Keeping one step ahead of the competition. [email protected] or visit www.jakabel.com.

20 www.sports-insight.co.uk www.sportindustry.biz

NEW SAMURAI RETAIL RANGES AVAILABLE EXCLUSIVELY FROM BRANDCO SPORTSWEAR BrandCo Sportswear is now the exclusive distributor of Samurai retail products. Launching at The STAG Buying Show will be a brand new range of Samurai retail products that have been designed, sourced, and are now sold, by BrandCo Sportswear. The collection is made up of four ranges - Elite, Pitchside and Training, Gym Gear and Off Field. There is also a full range of rugby accessories, including headguards, body protection, balls, bags and bottles. The new ranges are available for delivery from March 2012.

For more information or to arrange an appointment to view the range email sales manager James Lawrence: [email protected].

www.sports-insight.co.uk 21 PRODUCT PROFILE FOCUSON

Physicool reusable WHAT IS THE MOST EFFECTIVE WAY A RETAILER CAN MARKET THE RANGE? cooling bandages Personal recommendation has proved to be the most effective method of selling in-store. Product knowledge, experience of the Ian Jarvis, sales manager at Physicool UK, talks us product and one-on-one customer interaction has created the best through the offering. results. Retailers who either demonstrate or explain the benefits sell the most products. In addition, we are happy to supply point of sale CAN YOU GIVE US SOME BACKGROUND promotion and training to help drive sales. Retailers experiencing ON THE BRAND? the highest sales volumes are stocking Physicool within their Physicool was founded by Kay Russell in 2007 and became well medical section. known after Kay’s successful pitch on Dragon’s Den. The brand originated from the equine sector and is now sold within the sports WHAT WILL YOU BE PROMOTING AT and medical markets worldwide. THE STAG BUYING SHOW? This event allows us to demonstrate the range first hand, showing KEY FEATURES AND BENEFITS? retailers how the products are applied, demonstrating the benefits Physicool is a range of reusable cooling bandages that administer and teaching them how to sell the range. We will be putting instant cooling, compression and support. The bandages come pre- together some special offers for the show. treated. When applied to an injury they work by drawing heat away To learn more about Physicool or to enquire about becoming a from swollen tissue, not trying to drive cold in, thus providing instant stockist call Kay Russell at Physicool UK on 07778 274 265 or treatment for inflammation, bruising and damaged muscle tissue, and email [email protected]. combating pain. The bandages are made out of a specially woven stretchy cotton and come in two sizes. Size A bandages are designed to treat elbow, wrist, ankle and foot injuries. The larger size B bandages are used to treat shoulder, rib, calf, knees and other leg injuries. After two hours of direct contact with skin, body heat drawn out of an injury will evaporate the coolant, drying the bandage. To reuse simple apply the coolant directly onto the bandage. Independent research has proven that Physicool removes more swelling and inflammation from an injury than leading cyro sleeves and without the risk of ice damage - reducing pain, suffering and recovery time. To complete the range, we supply a combi pack comprising a size A bandage with a bottle of coolant. WHY HAVE THEY SOLD SO WELL? The product’s portability enables athletes to carry the bandages for use when needed, without any need for refrigeration or electricity. Application takes seconds and bandages provide instant cooling and relief straight from the packaging. Athletes and physios use Physicool as an essential part of their kit bag, relying on the product if they sustain a sprain, strain, knock or niggle. Eight out of 10 consumers who purchase Physicool will repurchase a product within nine months. WHO ARE THEY AIMED AT? Within the sports market, Physicool’s products are bought by both athletes and physiotherapists. The bandages are used by footballers, rugby players, runners, cyclists, skiers, hockey, tennis and other racquet sport players. HOW ARE THEY MARKETED? Physicool has recently appeared in leading newspapers such as the Daily Mail, The Mail on Sunday, Daily Express and many of the major sports and health magazines. To demonstrate the products directly to end users, we attend top sporting events such as the London Marathon and sponsor athletes across a wide range of sports.

22 www.sports-insight.co.uk 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, Jackets, Tracksuits, Promotional Wear and more

 No screen or set up costs

 Superb profit potential

       %    

www.xpres.co.uk Tel: 01332 85 50 85 RETAIL INTERVIEW TALKING Simon Skelton of Gulf Stream, a surf retail outlet and manufacturing business SHOP based in North Devon

WHY AND HOW WHO MAKE UP DID YOU GET INTO THE BIGGEST SHARE SPORTS RETAILING? OF CLIENTS FOR We started manufacturing surfboards in SURFING KIT? 1993 and needed an outlet to sell them at Our customers vary from local kids who full price rather than wholesale to make the have saved up their pocket money, to exercise financially viable. As the quality of wealthy businessmen from London who the surfboards we produced improved, we have caught the surfing bug. increased the number of boards we could hold in stock at any one time, introduced HOW HAS TRADE other brands into the shop and before long BEEN OVER THE PAST had become an established surf retailer in 12 MONTHS? the local area. Trade has been good. There are undoubtedly the business. Clearly, using these tools is a less people walking in off the street as in great way to reach out to new customers and WHAT ELSE DO YOU SELL? previous years, and I’m sure every other keep in contact with existing ones. The majority of our turnover is from the retailer in the area would say the same. surfboards we make. By not wholesaling our However, by continuing to make the best WHERE ARE YOU AT WITH product, anyone who wishes to buy a Gulf boards we can, looking after our existing YOUR ONLINE BUSINESS? Stream surfboard has to do so directly customers and remaining competitively Our online shop is a relatively new venture through us, via our shop, website or by priced we have seen a steady increase in and we believe there is huge potential for us custom ordering one for those with more sales over the last three years. to do much of our business online in years to specific requirements. come. All the boards we sell in-store are We also sell our WHAT ARE YOUR BEST- available online and we feel that people are own range of SELLING PRODUCTS? becoming increasingly confident about clothing, surfing The best-selling items in our shop have buying products such as surfboards this way. accessories and always been the boards. Our clothing sales, wetsuits - a however, have been steadily increasing over WHAT DO YOU LIKE necessary the last few years, and this is the area we are MOST AND LEAST piece of hoping to expand in the years to come. The ABOUT THE BUSINESS? kit for sale of accessories goes hand in hand with The best thing is when people choose to anyone the number of boards we sell. buy our product over hundreds of other who surfs brands on the market. We are a relatively in the UK. ARE THERE COMPETITORS small company tucked away in North Basically, if NEARBY AND HOW DO Devon, but we have stuck to our values, still someone walks YOU COMPETE? make all our boards by hand and focus on into the shop and There are many other surf shops in the area. quality not quantity. says: “I want to start However, because we sell our own brand of surfing, can you kit me boards we don’t necessarily class them as WHAT HAVE BEEN YOUR out?” we competitors. We are very confident that we BIGGEST CHALLENGES IN can do it. make the best boards around, and I think SPORTS RETAIL? potential customers sense that when they The economic meltdown we find ourselves in walk through the door. at the moment is very challenging, but we have found that with the right product at the DO YOU USE SOCIAL right price, you can still succeed. NETWORKING SITES AND TWITTER TO PROMOTE ************************************** YOUR STORE? We have been using the likes of Facebook If you would like to be and Twitter more and more over recent years featured in Talking Shop email to promote the store and generate interest in [email protected].

24 www.sports-insight.co.uk For more information or stockist enquiries, please contact us on 01306 883 240 or Brought to the UK by [email protected]

PEOPLE

Tim Gardiner, sales and marketing director at Admiral Sportswear

WHY DID YOU DECIDE Sportswear Limited, and he has a wealth of TO RELAUNCH ADMIRAL product sourcing, management insight and IN THE UK? industry experience. The UK is where it all began for Admiral in 1914. From manufacturing underwear for CAN YOU TELL US the armed forces based in Leicester to ABOUT THE PRODUCT pioneering the replica football kit industry in COLLECTIONS? the early 1970s, the UK was Admiral’s We are building on our brand heritage here home market and we want to re-establish in the UK with a retro-inspired back the brand here. catalogue of Admiral products based on HOW DO YOU PLAN designs from the seventies and eighties, TO MARKET THEM? CAN YOU TELL US coupled with our main focus, a new fashion PR and product placement will play a key ABOUT THE PEOPLE concept called Admiral Gold. We also have role in the re-energising of the brand. BEHIND THE BRAND? a small capsule range of fashion apparel We have a team in place to develop and retro bags influenced by the hugely WHO’S YOUR TARGET overarching product and marketing popular 1982 England football jersey. The AUDIENCE? concepts for the Admiral brand. As a range will launch spring/summer next year The Admiral Gold collections will be former Umbro, JD Sports and West and includes t-shirts, polos, track tops and targeted at fashionable 17-30-year-old Bromwich Albion executive, I have an an iconic retro messenger bag. males with a focus on quality and attention extensive knowledge and range of contacts Autumn/winter 2012 will see the first to detail. Our positioning for the brand will within the European retail sector that I’m Admiral Gold range arrive on the high see Admiral sitting alongside other sports aiming to utilise as we look to reinvigorate street in men’s fashion stores, which is inspired heritage brands. the brand. Jonathan inspired by the Admiral Hamburger is the brand origins, HAVE YOU HAD A managing amplifying our GOOD REACTION director of heritage and FROM THE TRADE? Admiral authenticity. It’s early days. However, the England retro range is currently being sold into independent retailers and the signs are extremely encouraging. HOW’S THE RELAUNCH PROGRESSING ACROSS EUROPE, THE MIDDLE EAST AND AFRICA? Our licensing strategy for overseas territories is in its infancy, but we have licensees signed for both Italy and Norway, with several strong expressions of interest from other countries.

www.sports-insight.co.uk 27 FSPA MEMBER NEWS FSPAfocus The latest news from the Federation of Sports and Play Associations CEOs and managing directors of the Federations’ sport, golf and play brands will come together for another FSPA sports industry think tank on December 5 to listen to guest speaker Andy Reed discuss sport policy. Reed, MP for the key marginal constituency of Loughborough and now the chair of the Sports and Recreational Alliance (formerly the CCPR), will discuss his involvement as co-founder of an independent sports think tank covering play, sport, recreation and physical activity. This think tank provides a platform for topical debate, views on government policy and gathering thoughts from all areas of sport on an independent basis to help shape government policy. Vitally, the industry’s views are also sought, so December 5 represents an opportunity for Reed to speak with FSPA members and hear their thoughts on how the government can best provide for a thriving future of sport within the UK. Reed holds a significant and influential role in this venture, having experience writing policy and knowing what current policy writers are looking for, so the Federation and its members’ involvement in this independent think tank will be very useful indeed. Getty Images

around after just a couple of goes. OLYMPIAN’S “The PPA and its members are trying to highlight the importance of indoor play GET BEHIND centres and that they can be used in a GP referral scheme for obese kids, and I think it INDOOR PLAY is an excellent idea.” With several PPA play centres offering Two UK athletes, Gail Emms MBE and Liz Yelling, visited their local nutritious snacks for children and parents, Gail is FSPA Play Providers Association (PPA) play centres recently to in favour of encouraging a combination of experience first-class indoor play for themselves. active play and educating children about healthy The PPA represents the highest quality indoor play centres in eating, adding: “There needs to be a lot more the UK and aims to promote, develop and protect the interests of education about nutrition as well as exercise, as all businesses engaged in providing enclosed play facilities and there is no point doing one without the other. Tackling childhood obesity encourage children’s physical activity through play. must come as a whole package, but it is good to know there are PPA Gail won mixed doubles badminton silver at the Athens 2004 play centres like 360 Play available to help tire the kids out.” Olympics and gold at the 2006 world championships. Retiring from Like Gail, Liz Yelling (pictured) is an accomplished British competition after the Beijing Olympics, she now devotes herself to athlete. She competed in several Olympic marathons and won a promoting sport and active lifestyles, as well as raising her 16- bronze medal in the 2006 Commonwealth Games marathon. Liz month-old son, Harry. recently visited Serendipity Sam’s indoor play centre in Dorset in Gail and Harry visited their nearest PPA indoor play centre, 360 support of its Healthy Play Every Day campaign, which supports Play in Knowlhill, Milton Keynes. Gail was impressed by the size of active play for both children and local businesses. 360 Play and for the next couple of hours found herself chasing Liz enjoyed her time so much at Serendipity Sam’s that she after Harry as he explored the wide range of soft play environments made a YouTube video describing her experience. She says: “I love on offer, with play areas suitable for children of all ages across three coming to Serendipity Sam’s with my daughter Ruby.” Liz also stories. praised the value of ‘exercise in disguise’ and the opportunity to be Says Gail: “360 Play more than matched my expectations of the active and have fun with her daughter. fun and exercise value of indoor play. Harry really developed in For more information on the Play Providers Association confidence with the course as we went into the bigger area and loved (PPA) call association manager Kate Costin on 02476 414999 x205 the ball pit and the massive slide. I was amazed he knew his way or email [email protected]. www.sportsandplay.com.

28 www.sports-insight.co.uk

UP FOR THE CHALLENGE Ricky Chandler, joint managing director of STAG, speaks to Sports Insight ahead of the buying group’s UK show

HOW HAS 2011 BEEN FOR THE STAG far from the core values of your business. However, natural business AND FREEDOM BUYING GROUPS? opportunities have led us to grow in the Republic of Ireland, with No one can deny that 2011 has been a challenging year for lots of many new retailers joining the group. On top of this, lots of interest businesses, especially for independent retail. We have worked very from shoe trade retailers and suppliers has led to further opportunities hard to maintain our USP in the marketplace, enabling us to offer for the group. STAG and Freedom members the opportunity to increase their margins and make more profit. The chance for our suppliers to work WHAT NEW PRODUCTS/OPPORTUNITIES more closely with 480 independent retail businesses has been ARE OUT THERE FOR INDEPENDENT instrumental in offering our retailers valued membership. We are also RETAILERS? pleased to report that we have seen the group grow in both The running market, as ever, is massive and new opportunities have membership and supplier base. come along in the form of barefoot running technology. The growth of interest and participation in triathlons has led to further specialist AS A BUYING GROUP, HAVE YOU sales opportunities. Many retailers are also reporting increases in DIVERSIFIED INTO OTHER AREAS? business for teamwear, where all their well-nurtured contacts with We feel that in times like this it is important not to be distracted too local clubs, schools and associations are paying off.

30 www.sports-insight.co.uk SHOW PREVIEW

THE COMPANY’S DNA IS TO HELP INDEPENDENT BUSINESSES “CREATE BETTER MARGINS & MAKE MORE PROFIT

IT WAS THE SECOND YEAR FOR THE IRISH SHOW. WAS IT A SUCCESS? WILL IT CONTINUE? The show was a great success. We were delighted at the STAG visitor numbers, with 90 per cent ”of members attending. This, coupled with excellent show offers from supporting STAG suppliers, led to a hugely beneficial and profitable show for all concerned. The STAG Buying Show ROI is here to stay. AS WELL AS BRANDS EXHIBITING, WILL THERE BE ANY OTHER SERVICES AT THE UK SHOW? All our major brands are exhibiting again this year - in fact, many have increased the space they have booked from last year and have all provided us with tremendous show special offers. STAG service provider partners will also be exhibiting. UK SHOW INFORMATION Top to Toe and Cybertill will provide information and offers DATE: November 20-21. on their EPoS systems, while Eden will exhibit its shop TIME: Sunday 9am-6pm. Monday 9am-5pm. display and fitting range for the first time to STAG members. VENUE: Cotswold Water Park. We are expecting a very productive couple of days for all. For directions visit www.cotswoldwaterparkhotel.co.uk. ARE YOU HAPPY WITH THE DATE For Sat Nav the postcode is GL7 5TL. AND FORMAT OF THE SHOW? ARE For further information call STAG on 0044 1793 715406 or visit YOU PLANNING ON DOING www.stagbuyinggroup.com. ANYTHING DIFFERENTLY? The format of the show works very well, so you could say if it’s not broke don’t fix it. However, we are always mindful that the timing of the show is vital to its continued success, so we will be looking to canvas retailers and suppliers for their input. For the first time, this year we have invested in a guest speaker to deliver a talk on the Sunday. Nicholas Bate is a tremendously talented business guru who works with many leading international companies. In his unique way he will give everyone food for thought about their own business or operation in a 45-minute speech entitled More Business, More Profit, More Easily, Right Now. This will take place at 6.30pm on Sunday evening and should not be missed. DO YOU CONTINUE TO ENJOY RUNNING THE STAG AND FREEDOM BUYING GROUPS? Running the STAG and Freedom Buying Groups is both a very challenging and mentally rewarding experience. The company’s DNA is to help independent businesses create better margins and make more profit, while giving the opportunity to all our preferred suppliers to work more closely with them. We never take for granted that we are in a unique position in the industry and always try to conduct our business in the correct manner. STAG and Freedom will continue to be successful as long as we give exceptional value for money to all.

www.sports-insight.co.uk 31 SHOW PREVIEW IDEAS, INNOVATION & INSPIRATION ISPO MUNICH is back with a new look and a new aim to connect sports business professionals

To stand still is to go backwards, which programmes available like ISPO Distributor brands exhibiting including Unicorn, 1000 is not the case with ISPO MUNICH. Matchmaking and the China Seminar, in Mile Sportswear, Harrows, Opro, Reydon Taking place on January 29-February 1 at which participants learn about development Sports and Optimum. the New Munich Trade Fair, the event that strategies for the Chinese market.” Says Lauren Fox of Totally Foxed offers a snapshot of the entire sporting While the layout of the exhibition remains the same, Communications, which runs the ISPO UK goods market has undergone a rebrand, as initiatives such as the ISPO On Snow Demo and new and ROI Information Center: “ISPO well as introduced a number of new features ISPO Card scheme benefits for 2012 add to the attraction MUNICH continues to grow, and the UK and to its international sports business platform. of making the trip to Munich. Republic of Ireland are part of that growth. “By integrating all the trade shows and The ISPO On Snow Demo (February 2- “In the last three years there has been an services under the ISPO family brand, we 4) gives retailers the opportunity to test 2013 increase in the size of the UK Pavilion, which is plan to expand the international exposure of winter kit under professional conditions at a superb showcase reflecting the strength of our customers and increase their profitability the Hintertux Glacier in Austria’s Ziller Valley. national sports brands. ISPO MUNICH also with the support of additional services,” says A number of British retailers attended the provides a superb programme for new and Tobias Groeber, ISPO’s business unit leader. event in 2011, at which over 15 winter sports independent brands. For example, ISPO Easy “The new logo represents the new central brands showcased more than 500 products. enables small or new brands to exhibit ISPO network. The three colours of the logo As usual, the ISPO Card represents alongside key players and the Brand New symbolise the three segments of the parent excellent value. Not only do holders get competition continues to put new brands in brand - red equals action, blue equals access to ISPO MUNICH and international the spotlight.” traditional and orange equals performance.” partner shows at significantly reduced prices, plus free travel on the airport shuttle to and KEY PLAYERS EXPERTISE from the venue, new benefits include access In retail terms, many key players regard ISPO Groeber says ISPO’s goal is to become a to the VIP Lounge sponsored by Gore, use of MUNICH as a focal point for new ideas, comprehensive full service provider, bringing the luggage and cloakroom facilities, one innovations and inspiration, according to Fox, together expertise from all over the world hour’s free WiFi usage and discounts at the who adds: “While the number of multiples and and further supporting developments and onsite catering venues as well as car hire, independents has contracted in the domestic trends in the industry. hotels, restaurants and bars in Munich. market, there has been an increase in the He adds: “This encompasses services The Federation of Sports and Play number of retail professionals attending. Due to that assist sports business professionals with Associations is once again hosting the UK the key account programme and improved their development and helps them tap into Pavilion in the Performance hall, with communication and presentation of the new markets. There are already opportunities for retailers, many are returning to the show as they learn about the new features and potential that ISPO MUNICH offers. “Buying group representatives and individual retailers are equally well served by the show. Sales agents - the show has a partnership with APSA - and distributors seeking new brand opportunities also recognise the importance of the events.” Over 2,000 exhibitors, a raft of innovative services and informative seminars, and an opportunity to get first sight of new brands - it’s a potent mix for those Munich bound.

For more information visit www.ispo.com. Totally Foxed Communications can be contacted on 01923 233683 or [email protected].

32 www.sports-insight.co.uk THE ONLY WAY IS

Ultimate Performance launches sports supports and tapes

Following on from the successful launch of its sports accessories collection, Ultimate Performance is introducing a comprehensive range of supports and tapes designed to help athletes carrying a real or potential sporting injury or weakness.

The range of supports will offer RRPs from £7.99 for the Wrist Support to £39.99 for the Hinged Knee Support. Many are available as One Size Fits Most, thus reducing the number of SKUs a retailer needs to maintain.

There will also be a comprehensive range of tapes including EAB, Cohesive, Golfers and Kinesiology tape, with retail prices from £3.99 a roll.

The website www.Ultimate-Performance.co.uk is constantly being expanded and will educate consumers on the product range.

Says Greg Soffe, brand manager: “These are exciting days for our fledgling brand. The runaway success of our running and outdoor accessory range has exceeded expectations. Adding supports and tapes to the ever increasing portfolio of products carries Ultimate Performance to another threshold. The brand is fast becoming recognised for top quality products at prices hitherto unseen.”

Key benefits to buyers - Lower price points, but still matching quality of competitors - Greater margins, but no compromise on quality - Early bird discounts available - Benefit from brand recognition of other UP products - Clean and distinctive medical-influenced packaging - In-store POS - Launch supported by online and offline advertising and marketing activity

supports • hydration • tape • laces • apparel • accessories www.ultimate-performance.co.uk RULES Good point of sale is a money spinner, but how do you get the best out of it? Paul Clapham investigates

There is a simple and free way to improve your his living out of knowing what’s best for a customer, and marketing effectiveness - avoid making the classic errors. they care about it too. That message should be in all the Most of these are very basic, but they refuse to go away. printed material. It’s easy to take a cynical view of display material, but Training on merchandising is something you can get free you dismiss it at your peril. Careful, planned, orderly and, from suppliers. A little known fact is that if you teach people indeed, creative use of PoS works. It stops customers in their skills that will be of universal value to them in their work, tracks, can persuade them to repurchase and it will increase their reaction is loyalty to the teacher. The net result is that the average basket size. In addition, it’s well produced, the provider of the training gains commercially. supports manufacturers’ other marketing activities and it’s Category management is grown-up retailing and it free. So how do you get the best out of it? delivers additional sales per square metre. Susan Herbert, marketing and communications manager at INTERSPORT IMPORTANCE UK, tells of a retailer who created a running section and, The significance of PoS and merchandising materials in without increasing stock, increased sales. On a given day, producing sales is hard to quantify, but you can be confident customers’ wants are specialist. Putting all the additional that the manufacturers who provide it are convinced of its associated products together creates added sales. Granted, importance. The industry body POPAI (the Point of this may have logistical problems, as products don’t Purchase Advertising Institute and, yes, it is pronounced necessarily sit entirely in one category, but it works. Popeye) estimates that £750 million is spent on PoS and Brand owners who would love to dominate part of your merchandising materials per annum in the UK. Hard-nosed store have to live with this. They should aim to build their businesses don’t scatter that sort of money around for fun. promotional package as part of your category managed The first route to getting the best results from any space. This approach requires regular re-siting, so that key marketing activity is enlisting the help of an expert. categories are front and central at appropriate times. But Fortunately, your suppliers’ sales and marketing team are that’s good because it refreshes your store. mustard keen to help out. It goes without saying that this The key benefit of category management is that it helps enthusiasm is driven by self-interest, but they are trained in ensure you are buying the right brand mix. INTERSPORT merchandising techniques and know that best use of it will checks with members who specialise in individual sports and drive your sales and theirs as a result. provides detail of the right mix to non-specialists. However, it’s your store. It’s got to look and feel like you want it to look, rather than a display for manufacturers. They CREATIVE don’t all seem to appreciate that, so you need to pick out the The large stores with their open spaces can accommodate best from all the propositions put to you. yet more creative techniques. How about copying what Ask six of them which sites they’d choose in a perfect Safeway did before the Morrisons takeover - hiring drama world and, sure enough, you’ll get six identical answers. This is students (or sports students) to inject life into in-store more helpful than it seems because it highlights the key selling marketing? People who can talk the talk and walk the walk areas. You probably knew them already, but confirmation is would create retail theatre and generate new customers. encouraging. So why should they have (or keep) those sites? Are your suppliers up to speed with other techniques? A The answer to that should be 100 per cent related to detergent brand used a scent dispenser to promote a new generating profit. Gross sales are important, but it’s increased variant. Applying the same thinking, a recorded message margin contribution that really matters. Will that merchandising could be played to passers-by. Imagine - as a case - “Brand unit deliver more profit? Will it drive sales of other products? Will X, the rugby boot that kicked the winning points in the 2011 it earn its keep better than the alternatives? World Cup”. This isn’t cheap, but ‘good’ rarely is. The primary purpose of good merchandising is to help the Digital print means that all the PoS material offered to customer. First they have to find the right section(s), then the right you can - and should - carry your name. In John Smith’s category and finally pick out the right product. Obvious? It should sports store, material based on a brand but reading ‘John be, but visiting a variety of sports stores often proves otherwise. Smith’s Centre of Cricket Excellence’ will generate far more Customers regard sports shops as ‘fun’ places to shop, but they’ll sales than a generic brand message, not least because John walk out empty handed if the layout confuses them. Smith and his team will get right behind it. Retailers get hacked off by suppliers implying their PoS is Be grown-up and be demanding. Grown-up means somehow superior or that it is the merchandising equivalent don’t just negotiate on price and volume. You will generate of rocket science. Any manufacturers obsessed with their far more sales by getting an excellent in-store marketing version should note the analysis of one retailer when package. But, yes, demand display material you have complimented on his use of different racks: “Well, it’s better seen used elsewhere. If your reps are listening, as they than piling it on the floor.” should be, your wish should be available, as applies in In contrast to a multiple, the independent retailer makes other retail sectors. MERCHANDISING

34 www.sports-insight.co.uk POINT OF SALE

www.sports-insight.co.uk 35 Social conscience, sustainability. Are we actually making a difference or simply mystified by what it all means? Lauren Fox asks some eco questions

“It’s not easy being green,” a famous frog once told me, over £8 million in compensation. David McTaggart, Greenpeace’s and I would have to agree with him - along with a large chairman, described the award as: “A great victory for those who number of people who aren’t entirely clear where their support the right of peaceful protest and abhor the use of violence.” social conscience is. Or more accurately perhaps, what it For many the word green - irrespective of the word ‘peace’ - is meant to be. conjured up groups of hand-knitted sweater wearing, hemp loving, Thirty years ago it was simple. You could paint the whole world vegetable eating do-gooders invariably described as tree huggers or, with a rainbow - or a Rainbow Warrior to be more exact. This at the other extreme, activists. Either way, saving the planet and former UK Ministry of Agriculture, Fisheries and Food trawler protecting what we have was hitherto regarded by the masses as became legendary in supporting Greenpeace protest activities faddy or a downright nuisance created by undesirables. against seal hunting, whaling and nuclear weapons testing during Fast forward to the 21st century and ‘green is good’. Social the late 1970s and early 1980s. conscience can be described as the ability to reflect on deeply held opinions about social justice and sustainability. And the critical part VICTORY is the fact that these are and should be passionate beliefs. How She was sunk in 1985 by the French intelligence service while in a many of us add that obligatory line to our emails: ‘Think before New Zealand harbour during an environmental protest against printing’, as well as a huge corporate paragraph to something that French nuclear testing, an action that cost the French government inevitably gets printed?

36 www.sports-insight.co.uk GREEN BUSINESS

It is considered that today’s emphasis on sustainability is a positive change no matter how small that makes the difference. natural part of our evolution, which has taken us through an From Nike to etnies, whose offices really are the ultimate in green agricultural revolution to the Industrial Revolution, where space, to those ‘sustainable businesses’ that still produce masses of capitalists and scientists accelerated our ‘improvement’, to the brochures and flyers, there is currently a world of difference in the present day where we now have to figure out how to rescue what message about saving the planet. we had in the first place. For retailers, that sustainable story has tended to be all about CHAMPION carrier bags. While America has been the home of the big brown One company that has been the ultimate sustainability champion paper bag for years, the realisation that is Patagonia, which has long been lauded for its unambiguous plastic bags were not a good idea has ways of combining product function with the brand’s taken an age elsewhere. Only recently environmental values. a decision to charge for carrier bags Since 1985 Patagonia has given at least one per cent in Wales was made, with a 5p levy of its sales to environmental charities, and in being introduced. It’s a topic that THERE IS 2001 owner Yvon Chouinard co-founded does tend to induce occasional till CURRENTLY A 1% for the Planet, an alliance of mostly rage, particularly when customers small companies that pledge to do the are spending a significant amount same. In total, its members have given $42 in store. WORLD OF million to more than 1,700 groups. The British Retail Consortium has Perhaps the vision that a large been advising customers to avoid DIFFERENCE IN company can have a social conscience at ‘flashpoints’ at the till by taking their “THE MESSAGE heart and how this is something that runs own bags to stores, as well as calling through every vein of the business was on the Welsh government to iron out best summed up by Patagonia managing potentially confusing anomalies. “We ABOUT SAVING director Holger Bismann, who sadly still believe education and passed away recently. encouragement, rather than THE PLANET He joined the company from compulsion, is the best way to achieve Nike for what was his dream role. lasting customer change,” commented Bismann was passionate about the Bob Gordon, head of the BRC’s environment department. environmentally driven ethos of In the same way, being asked if you want to add even more to Patagonia and the fact that it was your bill to offset your carbon emissions is the sort of promotion something every employee was that can make a consumer see the wrong colour. Red. committed to, which challenged him to maintain the ethics and Perhaps the problem is that nobody knows what is the right look after everything from the company’s buildings to its thing to do. Every business has a social policy, green statement behaviour. and an eco strategy because they should. Not necessarily because He explained: “I love that at this company people switch the they passionately believe in it and want to educate others towards lights” off when they leave a room - nobody goes home and leaves a better way of living. the heating on.” Social conscience can be as simple as that. Making a small difference, finding out how your customers MORAL COMPASS feel, showing them you are taking simple measures - things that Social conscience, whether it is about sustainability, joblessness, you believe in and can implement are a start. Doing nothing at all inner city deprivation or retail access for the old or disabled, is or paying lip service, as they say in that greenest of places, Oz, about what spins the personal moral compass - a genuine interest well that’s just plain in improving the business world to preserve the living world. wicked. Where and how to start is a huge challenge. And with so much information being thrown at us, it’s difficult for any commercial venture or individual to know quite where to start. The UK government’s Climate Change Bill set an ambitious target of an 80 per cent reduction in emissions by 2050, with profound implications for social choices and behaviour - from becoming a low carbon consumer (eg, buying locally sourced food) to a low carbon employee (someone committed to a low carbon future who acts as a change agent in the workplace). The publicity surrounding Nike’s sustainability report has been well documented. Previously hampered by criticism over labour practices and toxic manufacturing, the company invested at least a decade in improving its corporate social responsibility. The company reduced its carbon footprint by 75 per cent by finding a non-greenhouse gas to fill Nike airbags and dramatically reduced waste in its footwear and apparel manufacturing by adopting a strategy of zero waste, zero toxics, 100 per cent recycling, and 100 per cent clean energy. An entire line of products was created - Considered Design - which looks at the future impact, waste, energy and so on of every aspect of a product throughout its life. But still the company comes under criticism, accused of greenwashing some of its practices. The fact is so do most people and most companies - it’s the

www.sports-insight.co.uk 37

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Call Sales on +44 (0)1582 671444 Basketball is a sport that traditionally the British and Irish have never taken to their hearts - could that be about to change? Adrian Hill reports

Only football It’s the sale of these smaller balls has a greater where Hope sees the biggest opportunity profile than for basketball to break out of its street basketball in the niche. He argues that if basketball can be rest of the world, accepted as the indoor sport at schools yet the game invented throughout the country then its potential is by American fitness instructor huge. Molten is the approved ball for the James Naismith 120 years ago has failed to seep into the London Mini and Youth Games, while Hope UK consciousness. says basketball is making headway with girls, If ever there was an opportunity to change this perception whereas previously it was a given that netball it’s now. The British team will play in the Olympic Games for was the sport they played at school. the first time since 1948 next year, and we all know where that “We make balls in all different colours. The is being held. pink size 6 is very popular with girls and we are currently waiting for more stock to be MEDIA COVERAGE delivered,” reports Hope. “You have got to get “The great thing about basketball at the Olympics is that it is on the right size and weight. The view can be that for the whole two weeks - no other sport has that. There is going one size fits all - that’s not the case, you can’t sell a to be saturated media coverage,” says Molten’s Bob Hope. size 7 ball to an eight-year-old. Hope established the Molten brand - the leading basketball Hope says that in 2005 Molten only sold 2,000 balls manufacturer in the world - in the UK in 2003; its G-Series in the UK. In the year to July 2011 the company shifted product is the official ball for all major international events 46,000 and August/September saw a record 23,000 sold. run by world governing body FIBA, with Molten having Something is happening, but then again it doesn’t take a supplied equipment to every Olympics since 1984. lot of investment to get people bouncing a ball. Molten is also the official ball supplier to British Basketball - supporting the British Basketball League clubs, the GB team BEAUTY and the GB wheelchair team - and is also the ball of choice for Hope adds: “The beauty of basketball is you don’t need Irish basketball. a team. You can give a ball to a kid and say: go off and The company has climbed to its current position through play. They don’t even need a hoop, they can practice innovation, on the back of the revolutionary 12-panel design. dribbling by bouncing the ball around. It’s a relatively “When basketball was invented the rules established an eight- cheap sport to play. You can buy a quality Olympic panel stitched ball,” explains Hope. “In 2005 Molten ball for £72, whereas an all-weather version is £10.” developed a 12-panel ball. In basketball you require fingertip Hope’s point about accessibility is a valid one, control and you get that from the seams. We took it to FIBA but until basketball equipment at home becomes a and they accepted it. It is now used in every international mass market product the sport will continue to tournament and has a Molten patent.” make little headway. Hope, a former professional basketball coach and GB The Oxfordshire-based Basketball Equipment team manager who has been involved with the sport for 40 Shop is one of the leading suppliers of backboards years, admits that the lack of success internationally has and hoops on the internet. In any other country stunted the chances of it growing from ‘cool’ street activity to BES would be a multi-million pound operation, but mass participation. in the UK the market remains limited. “We need a successful international programme,” says “We sell specialist units direct to clubs and the Hope. “We now have the best GB teams, at all levels, we have consumer,” says Shannon McDonald, marketing ever had. Basketball sales have tripled in six years, the sales of manager at BES. “The market is pretty size 5s and 6s have quadrupled.” tough at the moment. What we need is a

40 www.sports-insight.co.uk BASKETBALL

huge drive, someone really famous taking up the game or reach the youth. Surprisingly, he sees the Games as a turn-off. regular NBA games over here.” “Our target market is 13-19-year-olds - it caps off at Adds McDonald: “It’s a small market, absolutely nothing that,” says McDonald. “It’s difficult to spin it [the Olympics] compared to America. We just don’t have the facilities - you properly. The Olympics is a bit of a marketing cliché. With can’t pop down the road and play on the same quality of basketball you need to target the youth, image is very court as you can in the States. It’s all about infrastructure.” important and it’s quite expensive to get the right type of McDonald agrees that success for the national team advertising to reach them. would be a boost to his business, but his major gripe is the “We spend our money on R&D, developing basketballs lack of media coverage. Without visibility it is tough for and backboards. Our core market is the people at home who any sport to grow. go on their laptops in the evening and want to buy basketball Argues McDonald: “We’ve seen with the WWE that equipment. We focus on trying to get the best search engine regular exposure on television gets people results we can.” interested. Suddenly everyone wanted to So while a high-end manufacturer is licking his lips at the give wrestling a try. Basketball just prospect of millions tuning in to a sport that rarely gets doesn’t have that here.” publicity in this country, a grass-roots retailer sees more importance in developing point of sale. ENERGISE BES has weathered a financial storm that has indirectly Basketball’s major advantage is its assisted its task in reaching its market, as more people search position in the valuable youth for bargains online. “There’s been no huge decline in our sales market. Many sports seek during the recession, we have actually seen growth,” explains to energise teenagers and McDonald. “I think it’s down to people staying at home, not few are as successful as going on holidays and focusing on buying affordable, quality basketball, but its kit for their kids to play with at home. A decent ball and problem has been backboard for the back garden only costs £190.” maintaining interest Basketball will always have its fans, as too much money into adulthood. Where is pumped into it by the multinationals and big American McDonald differs from manufacturers. However, it is clear that, although desirable, Hope is that he success on the elite stage is not the be all and end all that it struggles to see how so often appears to be in other sports. A powerful, vibrant the Olympics will image and affordability are powerful tools that basketball have the image to has at its disposal.

BASKETBALL’S MAJOR ADVANTAGE IS ITS POSITION IN “THE VALUABLE YOUTH MARKET ”www.sports-insight.co.uk 41 ChrisMY SPORTING LIFE: Sutherland Tony James finds out about the life and times of the international hockey icon

Chris Sutherland became an international hockey icon literally with my life after finishing university,” says Craig - but he hadn’t by accident, but could probably have reached the top in any reckoned on the legendary energy and ingenuity of his dad. one of half a dozen other sports. “We made a DVD of Craig in action and sent off literally The man who played over 160 times for Scotland and Great hundreds to clubs in England and Scotland,” Sutherland explains. Britain before becoming one of the world’s most successful hockey “Then out of the blue I got a call saying: ‘This is Ian Holloway, coaches admits to excelling at rugby, cricket, athletics and basketball. manager of Blackpool, and I like the look of your son.’ He was a pretty mean table tennis player, too. “At first I thought it was a joke and said: ‘But you haven’t seen him play.’ He said: ‘I’ve seen enough on the video. When can he come down?’ FORBIDDEN Now Craig’s in the first team every week and really enjoying himself.” But not football. And there’s a simple reason for that - the game was At Leith Academy Sutherland lived for sport. “I was in the school forbidden at rugby-mad Leith Academy. cricket, basketball, rugby, tennis and athletics teams, but I only started “If you were found with a round ball in your possession you were playing hockey by chance. I had a slight injury that kept me out of the taken straight to the headmaster and got six of the best with a leather rugby team and the hockey coach asked if I wanted to have a go. strap, no questions asked,” remembers Sutherland, now joint “Within a month I was playing for the county and within a year managing director of hockey brand Dita UK. “It was a shame was turning out for the national senior team. By then it was my major because I really enjoy the game.” sport, although I was asked to play for Scotland at basketball. The But fate had a surprise in store and now Sutherland gets all the problem was I was playing hockey for Scotland on the same day.” football excitement he wants. Son Craig, 23, is the new star striker for Championship club Blackpool and his proud dad rarely misses a match. BONUS Craig, who had never played the professional game, made the After school Sutherland joined the Edinburgh environmental headlines when he was signed by Blackpool boss Ian Holloway straight architects’ department, not least because he got almost unlimited from four years at an American university studying sports management. time off to play hockey. Another bonus was meeting his wife Eleanor, “I played college football, but I was still wondering what to do a top badminton player, who worked in the same building.

42 www.sports-insight.co.uk INTERVIEW

Thirty years later and Eleanor works with her husband at Dita “He said: ‘Why don’t you become our distributor in the UK?’ I and, according to Sutherland, they’ve never had an argument. Their said: ‘I’m not living there at the moment, but I can get my dad to other son, Scott, is also a Scottish hockey international. organise something in a small way,’ and he did until I got back. We From the beginning Sutherland was fascinated by the technical started distributing Dita hockey sticks and their other products in side of hockey, particularly the traditional wooden sticks, usually 1981 and I finally came back to take over the business full-time in imported from India or Pakistan. 1984, despite the Dutch wanting me to stay on as coach. “In the 1970s a friend and I got together to see if we could “They offered some very tempting financial deals, but I decided improve the existing sticks,” he explains. “We got some blank sticks to return to Scotland - and have slogged my guts out here ever since.” from India, reinforced them with glass fibre and found we could hit the ball harder and faster. Other players became interested and we DESIGNS started selling off a few of our sticks for beer money. Today many top international players have chosen Dita as their “The problem was we kept falling foul of the rules. I worked on brand, but the company stresses that you don't have to be a hockey designs for aluminium sticks with detachable heads. They were star to use their products. Sutherland has seen designs change as used in three Olympics, but were eventually banned on health and the game has developed. Today it’s all about a combination of safety grounds, which seemed a bit of a mystery - surely a strength, weight and power. splintered wooden stick could do more damage? “Players were flicking the ball rather than just hitting it, so we “There were even regulations governing the speed a ball leaves designed sticks with more of a bend, which helped the flicking the stick - a maximum of 125kph - but it’s never been practical to technique,” he says. “So does bringing the balance towards the shaft. enforce it.” We are always looking for new ideas, but of course there’s only a In 1980, after playing and coaching for Scotland since the 1960s, certain amount you can do to change a hockey stick. For instance, Sutherland left the civil service for Holland: “I was there four years and you can’t use titanium because it’s classed as a metal.” played for what was then the best team in the world. Was I a Dita claims to be the first brand to produce specialist hockey professional? In those days there were strict rules for amateurs, so I was footwear. Long gone are the days of wearing a moulded sole technically a coach rather than a player and got paid for that. I was the football boot or anything else that seemed vaguely appropriate. first British person to play hockey in Holland and I learned an awful lot.” Sutherland remembers when he played for Great Britain in the first It was when nearing the end of his playing career in Holland international match on astroturf in 1975: “I was wearing trainers with that Sutherland had a life-changing encounter with an executive miniature studs and that was it. After that we came up with designs from Dita who was on a European sales tour. Founded in Pakistan in specifically for hockey with studs on the edge of the boot, taking into 1891 (Dita is Urdu for heaven-sent), the company now has branches account the game’s foot movements and giving essential lateral side throughout the world and is a key player in the hockey stick and support. A hockey boot mustn’t simply cover the foot, but work with it.” artificial grass shoe market, plus specialist clothing and accessories. A still active 62, Sutherland has only recently retired from hockey Looking back on the fortuitous encounter, Sutherland coaching after taking his teams to over 40 national titles and seven remembers: “We started chatting about research into improved British titles. Now he’s even talking about retiring from business next year, hockey sticks and I mentioned I had some ideas about composite something that people who know this seemingly tireless chap find hard construction and other things. to believe. At least it would give him more time to follow Blackpool.

I WAS THE FIRST BRITISH “PERSON TO PLAY HOCKEY IN HOLLAND AND I LEARNED AN AWFUL LOT ” www.sports-insight.co.uk 43 Glove Specialists Since 1934! The new range for 2012 offers Quality Product at Affordable Prices for All Ages

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www.sports-insight.co.uk 45 Retailers who stock specific items to appeal to women may find a lucrative seam, as Catherine Eade discovers

With advancements in the world of technology and textiles, school half as active as young men. sports clothing designers are mixing functionality with high “At WSFF, we know that women have different barriers that can quality, cutting-edge design - a huge benefit to women’s get in the way of them staying active - everything from childcare sporting attire. provision to male-dominated gyms,” says Tibballs. “Clothing can Over the last decade there has been an extraordinary increase certainly be another factor in this trend. We've found that if women in the number of female-only sporting events, and a rise in women can exercise in something they feel comfortable in it helps competitors in extreme sports such as triathlon, rock climbing and encourage them to take part.” snowboarding. Many formerly male-oriented brands are expanding There is a huge selection of products designed to appeal to into female sports ranges, and a number of women-only sports kit women, so Sports Insight picked a handful of products voted for by brands have sprung up. a panel of sporting females. Despite healthy growth, recent research shows that women still lag behind men when SPORTS BRAS it comes to participation. A surprisingly high number of women still do not wear specifically “Unfortunately, women are not designed sports bras. Today the market is full of bras that minimise as active as they should be. In movement, many made using moisture wicking fabrics that are fact, the amount of women durable and breathable, as well as being stylish and lightweight. The taking part in regular physical women I spoke to all had their favourites, but the top three voted for activity is declining,” among a circle of runners, badminton players, triathletes, cyclists explains Sue Tibballs, and occasional Sunday joggers were the following: chief executive of the Women’s Sport and ● The PureLime 0098 Compression Bra, a streamlined, attractive Fitness back fastening bra in a choice of black or white, was apparently: Foundation, who “So comfortable you don’t know you’re even wearing a bra,” says research according to tester Liz, 36, a keen jogger. shows young ● The Sportjock Action Sports Bra was: “Extremely stretchy and women leave comfortable and also suitable for being worn on its own as a crop top for those with the abs to Finding a solution for running on soggy days is not carry it off. Really nice always easy. In this category the Zoca Packaway for my new Acro-Yoga Jacket came up trumps for its lightweight obsession,” said Jo, 45. ● construction and good looks. Our tester, Eliza, 44, said Shock Absorber, which it was the “softest, most lightweight” jacket she had picked up an award for ever worn and loved the way it folded into a pocket small best sports bra at the enough to be stashed anywhere. Great for cyclists, too. Women’s Fitness Awards 2010.

46 www.sports-insight.co.uk IN SEASON WOMEN’S PRODUCTS

PEDOMETERS Although there are some high tech pedometers on the market (I tried the Nike ‘in your shoe’ wristwatch model and hated it), our ladies said they preferred a simple clip-on pedometer that gave the option of recording distance as well as steps, such as the Silva EX Distance pedometer, which is small, clips on to a belt or waistband and can be easily programmed to measure kilometres or miles.

Over 12 million pairs of FitFlops, ‘the world’s first muscle activating flip flop’, have been sold, and now the company has branched out into clogs, sneakers, shoes and boots. Our tester, Lucy 45, tried a pair of the latest boots, which she said were: “Like biker boots, but with the added bonus of increasing muscle activation in my legs and being good for my joints. I like the idea that when I’m not working out I’ll be doing something that’s good for me just by walking around.” Vibram FiveFingers take a bit of getting used to, but Clare, 37, said she loved running on grass in them, and also used them for sailing and windsurfing: “Great grip on wet surfaces.” ASICS’ Gel running shoes were voted for by long-time charity fun runner SWIM KIT Polly, 42, who called them simply: “The The Maru swimming costume was voted most comfortable BEST OF THE REST for because, in our tester Jane’s words: running shoes Putting on extra layers traps air between clothing “This swimsuit is brilliantly chlorine resistant I’ve ever and increases insulation to the body. The hippsy and doesn’t go baggy despite regular use.” had.” waist and kidney warmer is designed to target “Zoggs anti-fog goggles do actually keep you the area that can be problematic for women - swimming longer as they don’t mist up, and are cold drafts over the kidney area. This item lightweight and comfortable,” said Lou, 24. proved comfortable, comforting and extremely A surprise winner in the swimming category was the Speedo supportive. Our tester Pam, 24, wore it to the Aquabeat (pictured). This waterproof MP3 player is submersible to three office as well as during runs and yoga practice metres and floats too, so there’s no chance of you resurfacing without it. As and said: “Once I’d put it on, I didn’t want to I had recently signed up to SwimFit’s challenge to swim the Channel in my take it off.” local pool, this seemed like a good excuse to try it out. Although I found it A high percentage of women interviewed fiddly at first, the gadget transformed my experience. Swimming along said their favourite piece of kit had to be a good listening to some of my favourite tracks meant I didn’t want to get out of yoga/pilates mat. Yoga fans also voted for soft, the water. A good gadget to recommend for people who are a bit bored of stylish yoga pants and tops from PureLime, swimming, lack motivation or who are training for a long distance swim. SweatyBetty and No Balls. This brand uses bamboo in its clothing range, which is Cashmere soft, sweat wicking and anti-bacterial. The yoga Capri pants were particularly popular. The PT Rebounder toning trampoline (not to be confused with a mini trampoline) is designed to tone and strengthen your body in less time than other activities. Voted for by Charlotte, 32, who said: “I think it’s the easiest way of building muscle, and I’ve noticed more body tone, increased strength and flexibility.” The trusty hula hoop for fun and toning, and for snowboarding Burton snowboard boots were voted for by Katharine, 43. And finally, the Mooncup: “The original silicone menstrual cup designed by women to be a convenient, safe and eco-friendly alternative to tampons and sanitary pads is a must for active women,” says Su, 48.

www.sports-insight.co.uk 47

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Moving Air Technology Retailers are gearing up for the biggest sporting event in Britain since 1948. But how can they best translate the fervour of the Olympics into sales? Catherine Eade reports

The London Olympic Games are widely expected to give 2011, finding a mixed response as to the likely Olympic legacy. the UK’s sporting goods industry a major boost over the “Most people were very positive about the hosting of the Games, next two years. but the general opinion was that some sports would benefit more Visa Europe estimates there will be a record breaking £750 than others, and those sports would largely be determined by medal million consumer spending spree in the seven week period of success,” says an FSPA spokesman. next year’s Olympic and Paralympic Games - the biggest ever for Most respondents didn’t think there would be any noticeable a host market. In its report, called London 2012 Olympic and impact on their own sales, but those most likely to benefit would be Paralympic Games Expenditure and Economic Impact, Visa the sports brands involved in sponsorship. Interestingly, the FSPA Europe says that during the three weeks between the opening and concludes: “There has been an improvement in some sporting closing ceremonies tills will be ringing to the tune of £621 million. infrastructures, the quality of the new participant experience and in This will be supplemented by a further £129 million spend during the level of volunteering, but the question arises: if improvements in the Paralympic Games, an increase of 18.5 per cent above what sports participation cannot be achieved for the Olympics, then when would be expected during the same period were the Games not and under what circumstances could they be?” taking place. Although most in the trade are aware of the need for sports retailers to begin planning their strategy early to get the most out of HIGH PROFILE the Games, some sports industry figures sound a note of caution. According to a recent report from Amer Sports, the sporting goods “Most of the major sport brands are linking to the Olympics through sector - which includes equipment used in all ball sports, outdoor their sponsored athletes as they cannot use the Olympic symbols or activity, and gym and fitness regimes - is anticipating a strong sales names,” says Susan Herbert, INTERSPORT UK marketing and recovery between now and 2013, led by the high profile of the communications manager. Games. Much of the growth in spending on sports goods is likely to Indeed, sports retailers will have to be careful how they ally be shared among the biggest brands in the industry, as consumers themselves with the Games to increase sales. While the event offers are expected to gravitate more towards established names. real opportunities, the intellectual property rights of the 2012 brand The Federation of Sports and Play Associations conducted is a minefield. numerous trade interviews as part of its UK Sporting Goods Report Retailers cannot, for example, show their support for the Olympics by putting up a sign saying ‘We support the 2012 Games’ as this is unlawful. Sports retailers must also avoid using any of the official names, trade marks, logos and designs relating to the London Games without formal permission. The use of the 2012 RETAILERS SHOULD logo and the five gold rings are also off limits for most retailers, unless specific permission has been granted, and retailers must not LOOK FOR use promotional or marketing materials that could suggest any association between their business, goods and services and the RELEVANT BRANDS London Games. WITHIN THEIR HEIGHTENED EMOTIONS Jack Gordon of sport media relations specialist Silver Hammer says “SPECIFIC SPORT the main advantage of the Olympics will be the heightened emotions associated with such a high profile sporting event. THAT ARE TIED He explains: “Retailers need to find a way to plug into the euphoria, fervour and sense of national pride that comes from hosting the Olympics. The greatest sporting event - which has INTO THE OLYMPICS retained its brand appeal and value - presents the opportunity for an expression of economic patriotism by buying British. Retailers can 50 www.sports-insight.co.uk ” IN SEASON LONDON 2012 tap into this rich emotional seam with point of sale, window surge in customers buying running shoes in our store. At the time displays, in-store marketing, cooperative advertising and we were asked whether it was because of the Olympics and, promotions to make the most of the drama that is the Olympics.” despite some denial, I believe the power of the subconscious Gordon adds that times of economic instability often cannot be ignored and there will be lots of this happening in the engender a sense of nostalgia, which leads to consumers buying run up, during and immediately after the London Games. We will goods specifically manufactured in their own country. “Although be raising our profile locally with increased visibility of window times are tough, what the Olympics may do is create a desire to displays and other strategies to ensure we gain the maximum buy sports goods that might otherwise remain dormant,” he says. possible share of the market.” “The best way to increase sales is to work closely with the brands Says Suka Sport owner Yolanda Hinchcliffe: “The Olympics that are tapping into that nationalism, pride and domesticity.” are the fashion week of the sports world. To us it means an STAG joint managing director Ward Robertson adds: “I would increased awareness and passion for sports of all genres. It means imagine retailers are implementing the basics of good business a new breed of competitors and a fresh wave of upcoming right now by paying very close attention to margins, amount of athletes for us to kit out and support. Most of all the Olympics stock, reducing overheads and setting aside time, money and means that for a few months London will be sports mad, and to us innovative thinking to marketing their businesses. nothing is better than that.” “There are countless ways to tie in the activities of their own If all goes to plan, London 2012 will be remembered by many retail business with the sports being played at the Olympics. sports retailers as their year of plenty. People succeed in the Olympics by developing and honing skills as athletes. Retailers are business people, so they also need to continually develop their business and retail skills in the ‘business Olympics’.” RELEVANCE Mark Robinson of Lanson Running in Kingston Upon Thames advises: “Retailers should look for relevant brands within their specific sport that are tied into the Olympics. This could be as simple as the team GB kit designed by adidas [the Games’ official clothing licensee], but there will be lots of other sports, brands and countries to ODA consider. “I was in Melbourne for the 2006 Commonwealth Games and the branded kit was in lots of shops and people wanted to show their support and attachment to the event. This will be a limited opportunity and will date very quickly after the Olympics, so making sure you are not overstocked come September 2012 will be vitally important. “During Beijing ODA 2008 there was a

www.sports-insight.co.uk 51 IN SEASON RUNNING RUNNING BROOKS GHOST 4

The Ghost 4 is an evolutionary update to the award winning Ghost 3. Now friendlier than ever, the Ghost 4 embodies the spirit of running. This super balanced ride, with its substantial cushioning and exceptional fit, is at the heart of Brooks’ Neutral silo, making it the ‘go to’ shoe for many runners. Now with Brooks DNA, the new and improved Ghost 4 adds customised cushioning to its already generous comfort arsenal, plus Omega flex grooves for extra flexibility. Also now For more information visit included is a synthetic suede forefoot overlay www.brooksrunning.co.uk. that captures the foot and provides a plush in-shoe feel, plus tongue tied to prevent tongue migration. Take them for a spin and become a believer. SAUCONY Saucony’s revolution in running shoes is launched in December. The ‘Geometry of Strong’ range hits the shelves led by the Guide 5 and top-selling Triumph 9. Each of these shoes is 10-15 per cent lighter than their predecessor, more flexible, more stable and just feel so much better. Put simply, they’re more desirable, thus easier to sell. Alongside the new footwear, ViZi-PRO apparel continues to break sales records, and with the darker evenings arriving there are still opportunities in this market.

For more information visit Saucony’s stand at The STAG Buying Show, visit www.saucony.co.uk, speak to your Saucony representative or call 01794 537537.

52 www.sports-insight.co.uk www.sportindustry.biz

HILLY The latest technical sock development from the UK’s market leader, The HILLY MONOSKIN SUPREME PLUS, ANKLET AND CLASSIC, designed by running legend Dr Ron Hill MBE, is available from January 2012.

● Supreme anti-microbial/anti odour properties with dri-release wool with Freshguard. ● Supreme blister resistance with friction NanoGlide in heel and toe. ● Supreme cushioned anatomical design left and right socks. ● Supreme durability with under-toe seamless construction and nylon splicing in toe and heel areas. ● Supreme comfort with arch grip section, ‘Y’ heel and LYCRA.

For more information call 0161 366 5020, email [email protected] or visit www.hillyclothing.co.uk.

www.sports-insight.co.uk 53 54 SPORTS INSIGHT www.brookspureproject.co.uk turn off the dark

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www.sports-insight.co.uk 59 IN SEASON RUGBY

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60 www.sports-insight.co.uk

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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. *

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To view our new season ‘11-‘12 stock Teamwear andd Custom Teamwer 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] Iain Divitt, online business manager for Westway Websites, explains why you should make ecommerce a pivotal part of your retail strategy, and provides some top tips

Without doubt, the internet has changed want you to touch. It’s the operating system behind your website that the way people shop. The first thing allows you to manage the customer facing text/imagery, as well as customers will do when looking for a product is search for it process orders, stock levels, etc. Without a CMS a website would on the web. Within a matter of minutes they’ll have an idea of the need to be updated via its databases, which is fraught with peril - one options available, who stocks it and at what price. Within the next 5- wrong move can bring down your entire site. 10 minutes they’ll have probably bought the item from the retailer with the best combination of price, trust and delivery options. And TOP TIP: look for a user-friendly interface with a the scary thing is they could be doing all this via their mobile phone ‘WYSIWYG’ editor. Remember, you are the one using the while stood inside your store. CMS on a daily basis, so make sure you are comfortable That’s the reality of today’s world. Technology has moved so fast with the interface and find it easy to understand/use. that customers can now do instant price comparisons by simply scanning a barcode with their smartphones. How do you compete with that? To have any chance you’ve got to be online. Deciding how much to spend on your website can also be tricky. The internet is awash with people trying to sell you transactional UNDERSTANDING THE POTENTIAL websites for anywhere between £99-£100,000; in reality, your CMS The internet is built on databases; everything you do is either the result should cost somewhere in the middle. You can of course buy too cheap, of a database query or a function of the database content. When it but at the same time you can overspend and use a fraction of the comes to webshops, the amount of data you can collect on your features your CMS provides. Typically £15,000-£25,000 should provide customers borders on the exponential. The technology is out there for you with a comprehensive CMS and bespoke front-end design. you to build a comprehensive two-dimensional image of your customer. The information is there to be dissected, tailored and transformed into TOP TIP: pick a vendor that caters for a company of targeted marketing campaigns. This data has the ability to maximise your size. A common mistake made by smaller your marketing return on investment, increase sales and improve your merchants is to take the risk-free option and go with a business. The data you collect and analyse gives you the knowledge major vendor, only to find out five months down the line and power to succeed - the difference between on and offline trading. it is a small fish in a rather large pond and lacks support.

With so many options available it is imperative you go for a CMS that has been built for the purpose. That doesn’t always mean a custom- CUSTOMERS CAN DO built website, but it does mean a website that has been built to transact effectively with customers. Trends and technologies are constantly INSTANT PRICE changing, thus a CMS that can be easily updated to accommodate the new needs of customers is also an essential element. COMPARISONS BY Lastly, search engines such as Google interact with the content held in the complex databases powering your site. Ensure you are in SIMPLY SCANNING A full control of your site’s search engine optimisation (SEO) by using a “ CMS that allows you to optimise every element of every page, eg BARCODE WITH THEIR keywords, page titles, alt tags (text descriptions of an image), etc. SMARTPHONES FRONT-END DESIGN AND MARKETING As the internet has matured, so have search engine technologies. Gone are the days of trying to cheat Google into thinking your site is relevant by hiding keywords at the foot of each page. Search engines CONTENT MANAGEMENT SYSTEMS want exactly what your customers want - fast loading pages with Choosing which CMS best suits your needs is a daunting task for relevant content. And that means you, as the expert, are in with a anyone, but for the uninitiated it’s a hundred times worse. I know chance. Who is better placed to describe your products than you? merchants who’ve traded online for over five years and still came a Good copy is not only a major plus point for search engines, it gives cropper when trying to upgrade their site. So here’s my guide to a CMS: the customer confidence they are buying from a professional. ” A picture says about 25 words to search engines, but that doesn’t What is a CMS and why do I need one? The CMS is the user- mean it should be compromised. The customer wants to see, flip, friendly front end to a complex database that the developer doesn’t rotate and zoom in on the product they are buying.

64 www.sports-insight.co.uk E-TAILING

What sets you apart from your competitors? It’s unlikely to be they feel like you’ve sprung a surprise on them. You need to make the product, thus you need to find your unique selling point and them feel that your site can be trusted. As mentioned, customer leverage it. Your past customers are your best salesmen, so encourage reviews can play a part in this, but not everyone reads reviews, so customers to leave reviews based on the service as well as the product. you need to be upfront with things such as delivery costs or Not only does this provide the user with confidence that you, the restrictions, accepted payment methods and the checkout process. merchant, can be trusted, but it can also allay any inhibitions they The internet is an opportunity no retailer can afford to miss. might have about the product. What’s more, search engines thrive on Whether it be a transactional website or listing on Google Maps, fresh content. If your site has fresh content added daily, they will make you, as a retailer, need to have an online presence. Your competitors a note of this and be back more often to see what’s been going on. are online and are stealing your trade. There are plenty of things you can do to ensure web searches result in customers finding your shop. But why stop there? If TOP TIP: don’t treat search engines any differently someone finds you stock a particular item, they might come to your than you’d treat a customer that walks into your shop. store and make the purchase, but why take the chance? Go that extra step, cater to the demands of today’s market and turn that So now your merchandising is up to scratch you can sit back and same search into an instant sale. relax, right? Wrong. Search engines can get the customers to your Ecommerce is here to stay. It needn’t be expensive to set up and site, but they can’t make them buy. Internet customers are it needn’t be time consuming to run, but it does need to be part of extremely wary when it comes to entering their details online or if your strategy, growth or otherwise.

www.sports-insight.co.uk 65

Dave Howell talks to Joanna Morley of online marketing specialist SiteVisibility about how retailers can use social media to grow their businesses WHAT ARE THE SOCIAL MEDIA PITFALLS TO AVOID? Don’t just sell. You have to be smarter than this. Don’t just talk about yourself, otherwise people will be deterred from visiting your site. Instead talk about wider industry issues and position yourself as a thought leader within your sector or industry. Engage with your customers and contacts. The first thing to do is to develop an online personality. This will ensure you become a trusted source of information and advice, and you will also develop a reputation for having a ‘personal touch’. Keep it important, relevant and interesting to your audience with no self-promotion content. No one likes a show off. HOW CAN A MARKETING MESSAGE BE TAILORED TO THE PARTICULAR NETWORK IT WILL BE USED ON? WHAT ARE THE KEY COMPONENTS OF Businesses that are undertaking social media AN EFFECTIVE SOCIAL MEDIA outreach need to think about tailoring the MARKETING CAMPAIGN? content for the specific site in order to maximise Retailers need a simple, clear way to deploy a social media strategy reach and user experience. It is about adopting a that does not necessarily start with technology. It is simply about voice for each medium. For example, LinkedIn is understanding; understanding who your customers are and why they often perceived as more formal, whereas shop with you. Without a genuine appreciation of your customers Facebook is the opposite, but offers the greatest and their behaviour, your efforts and messaging could quite easily be breadth of community oriented functionality. inadvertently targeted to the wrong audience, therefore having a The rise to prominence of services such as negative impact on the performance of your social media campaign. Quora, Groupon and Foursquare is there for all to And crucially, retailers must understand the clear differences see, with the latter able to actually entice customers between social media and social networking. Social media is a way into stores. However, it’s Twitter and Facebook that to transmit or share information with a broad audience. Everyone remain the more popular choices for most campaigns. has the opportunity to create and distribute. On the other hand, Despite the similarities between the two, the tone of social networking is an act of engagement. Groups of people with voice used by the wider community on both sites is common interests, or like minds, associate together on social entirely different. Facebook editorial tends to be more networking sites and build relationships through a community. generalist by nature, whereas Twitter it could be argued can be more pointed, opinionated and acerbic, perhaps ARE MARKETING MESSAGES MORE because of the reliance on text-only content and the ACCEPTED ON SOCIAL MEDIA limited amount of characters. NETWORKS THAN THEY ONCE WERE? There are two ways to look at this. Yes, they are accepted more IT IS OFTEN SAID THAT SOCIAL often, mainly due to the fact that there are more social media MEDIA MARKETING IS ABOUT platforms now, and more and more businesses, organisations and SELLING A CHANGE IN individuals are becoming savvy users of such online tools. BEHAVIOUR AND NOT A PRODUCT However, you just can’t push out sales messages and expect OR SERVICE. WOULD YOU AGREE? potential customers to contact you. Today customers are savvy It has certainly changed the behaviour of brands. With an social media users and are often suspicious of businesses that try to online profile, they are open to the world and various sell their services online. It is all about engagement; the goal of communities and they have to listen to people. By not doing social media engagement is to influence participants to have a the basics right online, they are committing a serious PR faux positive impression of the company through factual, verifiable pas. Brands must behave properly and engage with customers, contributions from employees and subject matter experts. whether it’s handling a complaint or receiving praise.

68 www.sports-insight.co.uk E-TAILING

privately owned removals company, won’t just Tweet and post CAN SOCIAL MEDIA MARKETING BE messages about the removals industry. It branches into other MEASURED? IF SO, WHAT ARE THE sectors and territories and uses social media to comment on the BEST TOOLS TO USE? wider industry issues that could affect its customers. Absolutely. First of all, it can be measured by the number of followers and fans you have accumulated over time on Facebook, WHAT DOES THE FUTURE LOOK LIKE Twitter, etc. Then, of course, it can be measured by your own FOR RETAILERS USING SOCIAL MEDIA level of engagement and the FOR MARKETING ACTIVITIES? number of people who are If retailers don’t develop a social media campaign, they risk falling ‘liking’ your comments and behind their competitors. I can’t stress enough the importance posts. And don’t forget about IF RETAILERS DON’Tof organising your social media efforts at people and businesses that a global level, but using this as the Re-tweet your messages. DEVELOP A SOCIAL backbone to carry out campaigns Also, check your trends and locally. For example, you want all statistics - who is visiting of your Facebook creative to be your website directly from MEDIA CAMPAIGN, optimised to get the best reaction. social media websites? And that takes local input and THEY RISK FALLING interaction. ARE THERE ANY “ Crowd purchasing is also SPECIFIC BEHIND THEIR becoming more popular and certainly TECHNIQUES a method retailers should think about. RETAILERS CAN USE COMPETITORS This allows groups of internet users to IN THEIR SOCIAL purchase products and services from MEDIA CAMPAIGNS? local retailers. For online stores, selling Build communities and keep it interesting and items in bulk and at discount prices topical. Blogging is a favoured method. Many companies makes perfect sense. overlook blogs, as they think they are used purely for self expression. However, the smarter brands see blogging as an additional platform to get their overall marketing message across. Our client, Bishop’s Move, the UK’s largest ”

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Without a distinctive experience, retailers will be left with a small customer group, says Jason Steere, partner and co-founder of retail design agency Storeage

Sports retail is a broad term. The distinction must be made SPORTS INSPIRED between single branded and multi-branded stores, or as we Lastly, sports retailers are not reserved to sports gear. The increase of call it, wholesalers with stores or retailers with stores. brands selling sports-inspired merchandise and the broader definition Wholesalers traditionally sell their products to retailers, include of sportswear has provided a larger retailer pool in today’s market. some PoS with it and that makes up the brand experience. A few From luxury to low-end mainstream retailers, almost every store retailers stepped up the customer journey like Champs in the US, JD offers a form of sportswear apparel and footwear. This creates a good Sports in the UK and Stadium in Sweden, but for the most part multi- news/bad news scenario. The good news is increased competition branded retailers have a tougher time establishing their own brand means brands and retailers need to work harder to provide distinction experience apart from the brands they sell. in their retail experience, offering and value-added benefits. The bad news is the market is flooded with copycat merchandise. WIDE LANDSCAPE Customers like choice, but too much creates refrain, turning This has created a wide landscape of sports retail, some of it customers away from the market in general. With the recent growth of memorable, some of it purely functional. When we look specifically Asian companies no longer relegated to production for the big brands, from a design perspective, the prize for successful sports stores is some have become brands of their own and are looking to expand won by the likes of Nike and adidas. These brands took a crash their retail offering beyond the Far East. course in retailing and have realised the best way to present their Whether a brand or multi-retailer, the sportswear market is a products is via their own stores. More limited in quantity than multi- growing segment with increasing competition. Without a distinctive branded retailers, the stores serve as much as brand builders as sales experience, retailers will be left with a small customer group. Even performers. retailers offering discounted or cheaper merchandise will need to Three main goals are set for a sports retail experience to be offer more value to their customers than only price. As brands successful: continue to create their own retail, the high street landscape will be ● Brand(s) distinction is crucial. It is what the customer identifies inundated with options and customers will make their choice based with that confirms the buying decision; products have a different on experience, service and price in that order. design, price point and even functionality that matches with the buyer. Brands tap into this and therefore must be presented at store level. Their identity converted to a 3D space is the trick to creating a well performing store. ● Proper communication of features and benefits of the products for sale. Via graphic, digital, interactive or all of the above, product stories are important to a shopper. Whether it is a performance, design or price story, clear in-store communication is a key success factor. ● Inspiration/aspiration. Like the athletes on the field who we either aspire to be or inspire us to take up sport, the retail experience must do the same. Whether it’s a Niketown, where we are immersed in sports via pavilions, displays and graphics, or a family running store, which has runners servicing other runners, no matter the size or offering, the environment must inspire us.

Customer service on the sales floor is also a key to success for sports retailers. The increase in performance-based merchandise that helps athletes perform better involves communicating features and benefits of the products. Customers rarely read brochures or informative hang tags, so sales staff need to be trained to sell. Smaller more technical retailers tend to do a better job with this due to staff-to-customer ratios. Also, the more From a design perspective, the involved the technical merchandise the more training needed. Brands prize for successful sports stores can also support this training by offering in-store clinics, inspiring is won by the likes of adidas product information and incentives for staff to learn more.

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TAIL-ENDER UNDER THE COUNTER A sideways look at the world of independent retailing

“Did you know,” said my assistant indicating a man in the corner Norman, “that the UK health and fitness who was either asleep or industry has a total market value of £3.8 dead. “He thinks being part billion? And how much of that is our of the human race shop getting? Not much, that’s what.” counts as exercise. He “Oh, I don’t know,” I said. “We did once gets exhausted sell a pogo stick to a one-legged man in 1984, winding up his watch although I admit we had to give him his and his idea of a money back after he ended up in casualty.” workout is to sit in “My point exactly,” Norman said. “And the bath, pull out also it’s your turn to buy the crisps. Steak and the plug and fight onion flavour for me, please.” the current.” “I get enough SWIFT HALF exercise lifting We were in the pub having a swift half after my feet when the work and Norman was taking advantage of wife is the convivial atmosphere to say things he vacuuming,” said wouldn’t dare to mention in office hours. a bloke trying to “Have you been into that big sports store summon up enough by the bus station?” he asked. “They’ve got this energy to pull his darts health and fitness suite full of the latest gear - out of the dartboard. “If God had meant us to cross-country running make sure you start elliptical cross trainers, multi-gyms, touch our toes he would have put some fivers with a small country.” computerised cardio workout monitors, the lot. on the ground. As far as I can see, the only “There are fitness trainers too, girls in advantage of exercise is that you die healthier.” HEAVY BREATHING Lycra shorts and t-shirts who give you a “That’s right,” said his mate who was “The only reason I would take up jogging is complementary fitness workout. You could breaking into a sweat opening a pack of so I could hear heavy breathing again,” said a hardly get into the place for blokes making cards. “Every time I get the urge to exercise I man who returned to the table with a tray of appointments.” sit down with a bag of chips and wait until it drinks. “When I went to a health club the first “We’re a family goes away. I get quite enough exercise machine they put me on was a respirator. business,” I stumbling around the Exercise wouldn’t be a problem for me if I said. “And house looking for had a different body to do it with. But I do anyway, my glasses.” like long walks - when they’re taken by where would WHEN I WENT TO “Don’t believe people I don’t want to see.” we put a him,” said the “I’ll know I’m really out of shape when I health and A HEALTH CLUB landlord, who had can’t pull two supermarket trolleys apart,” fitness suite?” been listening said a man in a cap who had appeared in a “I’ve thought THE FIRST from behind the doorway with a dog. “Until then, I take it about that,” bar. “The easy. I was asked to run the London Norman said. “If I MACHINE THEY only Marathon, but I had to turn it down. I’ve no keep my bike out exercise he experience organising something that big.” on the pavement“PUT ME ON WAS A gets is Eventually Norman, much to his chagrin, and we move the jumping to had to admit that I had proved to be pretty kettle into the toilet we RESPIRATOR conclusions accurate about the public reaction to fitness could make quite a nice little and pushing and exercise in our neck of the woods. “They display in that corner where the Henry his luck. Not like all deserve to have high cholesterol and get Cooper poster covers up the damp.” me - I started a strict running programme heart attacks at 50,” he said. “But at least my I could see things were getting out of yesterday and I’ve only missed one day so far. bike won’t have to stand out in the rain.” hand, so I employed some basic diversionary “Don’t let anyone tell you that exercise Perhaps one day I might confess to tactics by suggesting we did a little market isn't good for you. My grandmother started Norman that while he was in the gents I research. This meant asking a few chaps in walking five miles a day when she was 60. persuaded the chaps in the bar to tell a few the pub whether they kept fit and would buy She’s 97 now and” we don’t know where the relatively harmless porkies. In the meantime, exercise gear if we stocked it. hell she is. You’ve got to be sensible about pints all round and a packet of Marmite crisps “You’d better ask Roger,” said one cove, keeping fit, though - if you’re going to try for the dog seemed a pretty good investment.

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