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You are the Technology
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Editor: MARK HAYHURST WELCOME FSPA rebrands to Tel: 01206 508618 Email: [email protected] to this month's Sports Insight connect with members Advertising Manager: KEITH MARSHALL The Federation of Sports associations but did not know ensure that we support, Tel: 01206 505947 and Play Associations is about the Federation at all. promote, represent, collaborate Fax: 01206 500243. rebranding to reconnect They didn't know what benefits and lobby on behalf of every one Email: [email protected] with its members. we could offer, they didn't of our members. Advertising Sales While keeping the same name, understand the structure, didn't “That’s why we’re 21-23 Phoenix Court, Hawkins Rd, the new logo and website redesign understand that the Federation launching our bold new brand. Colchester, Essex CO2 8JY is aimed at refreshing their links was this umbrella body over the Inspired by the world of sports with their associations. associations and was there to pull and play, it will give a bigger Group Advertising The FSPA is an umbrella it altogether and make it cohesive. voice to our associations and Manager: SAM REUBIN Well, looks like it's going to body which leads and supports “The rebrand is to unify members and underpin our Group Editor: be another period of its associations. the associations with the commitment to them.” CHARLOTTE SMITH uncertainty, then. These associations cover Federation so that we are seen The FSPA also offers its Tel: 01206 508615 With a General Election on the businesses involved in the play as this supporting body.” members a business advice line, horizon on June 8 it seems like we industry, sporting goods trade The FSPA wants to support, advice on exporting, Publisher: MATTHEW TUDOR and the golf sector. reinforce the message that jobs and recruitment, training are going to hear a lot about the NHS, Art Director: CHRIS ASHWORTH business and, of course, the little As the national trade body there is strength in numbers, and development, discounts and matter of Brexit. representing 13 associations, that through them their advice on funding. Advertisement Art We shall see how it all pans the FSPA serves over 500 members have a bigger voice in To give the re-brand Director: KEVIN DENNIS Westminster and Europe. maximum momentum, they have out and what affect that has on manufacturers, wholesalers and Reproduction: the negotiations to leave the distributors of sports and play Lubrano added: “As a new launched a new website (http:// ACE PRE-PRESS. European Union in due course. equipment, clothing and apparel. political and economic landscape www.sportsandplay.com/ Tel: 01206 797541 But, as usual, it is a case of However, Mary Lubrano, unfolds post-Brexit, we’ll be home) which is user-friendly and keep calm and carry on. FSPA communications working tirelessly to improve our clear about they can offer. Photography: And what better way to stay manager, discovered that a lot support for the industry. They have also produced a CLIQQ PHOTOGRAPHY calm than with this month's edition of associations were unaware of “We know that there’s a lot of new animated film which you www.cliqq.co.uk Twitter: @CliQQphoto of Sports Insight magazine? the benefits they had access to. work to be done and we’re ready. can see on the website. We look at how influencer She said: “Across the UK, “Our ambition is to reach You can follow the FSPA Accounts: SUE CARR. marketing could boost your there are businesses in the sports out to every UK sports and play on Twitter (@sportsandplay) Tel: 01206 505903 business, with Fiona Bugler. and play sector doing great things. business, because together we and Linkedin (https:// Published by Maze Media (2000) Saucony's Jonathan Quint The sports and play industry is are stronger. www.linkedin.com/ Limited, 21-23 Phoenix Court, assesses how doing it by the book vital to the British economy and “Our new strategy will groups/3203666/profile). Hawkins Rd, Colchester, Essex could revitalise your company. these businesses are at the heart of CO2 8JY And if you want to hear tales one of the most vibrant, innovative All contents © Maze Media (2000) of close encounters with tiger and creative industries we have. Limited. The views expressed in this magazine are not necessarily sharks, then take a look at Beth “As the UK’s federation those of the publisher. Every effort French's sporting life. overseeing the sector, we is made to ensure the veracity and integrity of the companies, persons, While X-Bionic's David represent a wide variety of products and services mentioned in Hemming examines the businesses, from start-ups to this publication and details given the big-name brands. are believed to be accurate at the technology and science of time of going to press. However, no developing new sportswear. “With almost 100 years as responsibility or liability whatsoever If you have some questions about the industry experts, we want can be accepted for any consequence or repercussion of responding issues arising from the new business to ensure that we are the voice to any information or advice rates revaluations then Paul Clapham of the industry. given or inferred. No part of this “A lot of members were publication may be copied, broadcast, has the answer you need. interpreted, or stored, in any form, I hope you enjoy reading. really enthusiastic about their for any purpose, without the written permission of the publisher.
Sports Insight has a current ABC certified circulation of 5,352 (audit period July IN PARTNERSHIP WITH 1, 2015 to June 30, 2016). The Audit Bureau of Circulations (ABC) is an The official publication of the Federation of Sports and Play Associations independent audit watchdog that verifies magazines’ circulation figures, providing accurate and comparable data for advertisers. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to conform to industry standards. UK/ROW subscription: £25/£42.50 for one year (10 issues).
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Welcome.indd 2 27/04/2017 14:54 LARGE JUMP IN PROFITS FOR JD SPORTS NEWS JD Sports have seen All the very latest in the sports industry... their profits jump. They put it down to the “positive influence of athleisure”. JD Sports said that the O'Connor returns to Speedo headline profit before tax Speedo has re-signed British world record time. In her second prouder to continue to take and exceptional items swimming talent Siobhan- Olympic Games last year, my swimming to the next level increased by 56 per cent to Marie O’Connor in a new O’Connor won a silver medal in with their support. When I’m £244.8 million. four-year deal. the 200 Individual Medley, also competing in Speedo I feel Over a three year period The 21-year-old swimmer, securing her the title of British strong and confident, which the result has improved by from Bath, has come a long way record holder with 2:06.88. empowers me to achieve my best more than 190 per cent. since joining Team Speedo. Named by The Sunday both mentally and physically.” Peter Cowgill, executive During her Commonwealth Times as its Young Sports Rob Hicking, brand director chairman, said: “We are Games debut for England Woman of the Year in 2016, at Speedo International, said: fully aware that athletic in 2014, O’Connor won six O’Connor is now heading “Siobhan-Marie is one of the inspired footwear and medals including 200m towards the 17th FINA World most inspiring young British apparel has been on trend Individual Medley gold and Championships with even swimmers that we have seen throughout Europe for a silver over 200m Freestyle more medals and world records coming through the ranks and number of seasons. and 100m Butterfly. in her sight. we’re delighted to have her on However, whilst this In 2015, O’Connor was O’Connor said: “I’ve enjoyed Team Speedo. Siobhan-Marie is part of a history making relay so many amazing moments an exceptional talent and we’re tailwind has clearly had a quartet winning the inaugural since joining Team Speedo excited to continue with her on positive influence, the key mixed 4x100m Medley relay in a in 2014, and I couldn’t be this exciting journey.” to our success in recent years has been the way that we have leveraged these favourable market PUMA and French Ligue conditions with our OPRO ANNOUNCE strengthening profitability, a payback for the 1 set to enter partnership PARTNERSHIP investments we have made over a number of years to PUMA and French Ligue 1 PUMA is defining itself as the WITH GB develop the JD retail football club Olympique De clear game changing football brand and the company and Olympique De concept and strengthen our Marseille are set to enter a TAEKWONDO long-term partnership. Marseille will work together to bring core commercial practices. PUMA will become the official further innovation into the sports “We continue to invest in partner of Olympique De Marseille brand’s performance apparel range. these areas, particularly and their global technical supplier Bjoern Gulden, chief executive visual merchandising and official licensing partner from officer for PUMA said: “We are systems, in-store July 1, 2018. very proud to become the partner environment and creative Through its 118- year-old of Olympique de Marseille. The marketing as we believe heritage, Olympique De Marseille club has a great tradition, great that it is JD's market has won 32 major trophies, attitude, they play a fast and fun leading standards in these including one UEFA Champions style of football, they have the best areas that resonance with League title in 1993. fans and the new owners have an increasing number of The new owner aims to make great ambitions and plans for the brands. Having flexibility the club the future champion of future. We think this is a great fit in our brand line up is French and European for Puma and are really looking critical and enables us to competitions. Olympique De forward to this partnership." maintain a trend Marseille joins an impressive Jacques-Henri Eyraud, president appropriate assortment. roster of Puma Football clubs, at Olympique De Marseille said: “It is a great testament to including Borussia Dortmund, “OM will be the most important the strength and quality of Arsenal and reigning English sports club for Puma in France and the people at every level in champions Leicester City. The we have been very impressed by Football Associations of Italy, the will of its managers to actively our businesses that we Switzerland, Austria and Czech support us on an international have been able to Republic are also part of Puma's scale. It is a tremendous show of consistently deliver portfolio, as well as some of the confidence for our ‘OM Champion outstanding results over a world’s best players such as Project’. This contract will provide OPRO has signed a long-term dental surgeon, my team and number of years. Our Antoine Griezmann, Olivier us significant annual incomes deal to become the Official I are passionate in our continued strength is Giroud, Sergio ‘Kun’ Agüero, Cesc required to allow us to achieve our Mouthguard of GB Taekwondo. commitment to provide the principally due to their Fàbregas, Mario Balotelli, Hector sports objectives. It is the most talent, energy and In addition, the company best fitting, most comfortable Bellerin, Marco Reus, Julian Weigl important commercial contract in will offer its services to GB mouthguards available. commitment and I thank and Yaya Touré among others. the history of the club.” Taekwondo’s development “We are delighted that everybody involved across programme in order to promote GB Taekwondo has appointed the Group for delivering athletes’ safety during training our product as their official these excellent results.” and competition from junior level, mouthguard. With over 20 years’ Looking to the future, the right up to the elite. experience in the development company recognises that GB Taekwondo joins OPRO’s of mouthguard technology, this there are external growing number of ‘official level of professional recognition influences which may mouthguard status’ federations, in the excellence of our impact the latter part of governing bodies and clubs which mouthguards represents a great the year, notably include England Rugby, New achievement for us all.” inflationary pressures Zealand Rugby, Australia Rugby, Steve Flynn of GB Taekwondo arising from Brexit. England Boxing, England Hockey added,‘The performance team However, they remain and numerous Super League and at GB Taekwondo recognise confident that they are Aviva Premiership clubs. how vital safety is and endorse well positioned for Founder and owner of the the importance of providing future growth. OPROGROUP, Dr Anthony our athletes with the best oral Lovat BDS, said: “In our 20th protection available which is anniversary year, this is a why they have chosen to work momentous time for OPRO. As a with OPRO.”
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News.indd 1 27/04/2017 14:51 You are the Technology
ForFor thethe BarefootBarefoot RunningRunning ExperienceExperience ContactContact Vibram’sVibram’s newnew UKUK distributordistributor CHARLESCHARLES BIRCHBIRCH LTDLTD
Call: 01702 530656 Email: [email protected] Unit 7-8 Fleethall Road, Purdeys Industrial Estate, Rochford, Southend on Sea. Essex. SS4 1NF www.charlesbirch.com 8 NEWS
HERBERT KENZELMANN IS THE NEW SALES DIRECTOR AT FALKE
Herbert Kenzelmann has In addition, he recently took have been working successfully been appointed the sales over management of the FALKE with for many years.” director and member of the Ergonomic Sports line, the In his new position, management board at FALKE company’s sports segment. Kenzelmann is responsible for KGaA in Schmallenberg. Paul Falke, Falke joint the global sales activities in the Kenzelmann joined the CEO, said: "With Herbert areas of legwear and sports. FALKE Group as managing Kenzelmann, we have won a top He succeeds Jan van der director of FALKE Schweiz AG manager for our sales activities. Hagen, who had held the position in 2004. From that time, he has He is very well acquainted with for the past three years and British Triathlon sign deal with KitBrix also assumed responsibility for the international markets and returns to his former company the Austrian and Italian market. our company, and with whom we Dedon as CEO. British Triathlon has wearing, practical and built to announced a four-year last, with the emphasis on partnership with KitBrix spending less time searching for effective and hard-wearing product The partnership will see kit and equipment and more time that is compartmentalising Sports Direct gets go ahead to buy Bob's KitBrix become British doing the sport you love. people’s kit and equipment Triathlon’s Official Luggage and Jack Buckner, CEO British allowing them to be ready for all Stores and Eastern Mountain Sports Transition Supplier, set to support Triathlon, said: “After a hugely scenarios – a change of program, Sports Direct International has received the approval of the athletes leading up to and beyond successful 2016, we are thrilled to training camp and for differing Delaware Bankruptcy Court to acquire certain assets of the Tokyo 2020 Olympic Games. begin a new triathlon season with transition requirements. Eastern Outfitters LLC, comprising the businesses of Bob's New to the market place in the fantastic support of KitBrix. “We are extremely excited to Stores and Eastern Mountain Sports. 2014, KitBrix have developed a “The product range they be working with British Triathlon The businesses include approximately 50 retail stores in the US unique offering to support offer for both training and race- and understanding how to best under the Bob's Stores and Eastern Mountain Stores fascias. triathletes in their training day scenarios will be of great support athletes, clubs and the Sports Direct said that the acquisition is expected to complete in the regime and on race day. The benefit to the triathlon triathlon community. It has been a first half of May 2017 and will provide them with a footprint in US bricks- modular concept of the bags is community and we greatly look pleasure working with the team so and-mortar retail and a platform from which to grow US on-line sales. The aggregate cost of the acquisition to Sports Direct amounts now becoming widely used by forward to working alongside far and I look forward to to $101m in cash, all of which has either been advanced by Sports triathletes and teams to support them over the coming Olympic developing an innovative and Direct by way of debtor-in-possession and other loans to Eastern their complex logistical needs and Paralympic cycle.” progressive relationship over the Outfitters LLC prior to, and as part of, the Chapter 11 process, or with an emphasis on saving Robert Aldous, founder of next four years.” been used by Sports Direct for the acquisition of Eastern Outfitters' athletes' time, energy and stress KitBrix, said: “Triathletes British Triathlon Home debt, in each case in the period since 27 January 2017. in order to focus this energy fully understand that being organised Nation members will have access In the financial period to 28 January 2017, the businesses to be on race day. while training and on race day is to exclusive discounts and offers acquired incurred a pre-tax net operating loss of $26 million. Much of the KitBrix paramount to their preparation with KitBrix online products as As at 28 January 2017, the gross assets of the businesses was inspiration is taken from military needs and overall performance in part of the partnership $126 million. kit design principles – hard- competition. KitBrix is a simple, throughout the duration.
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News.indd 3 27/04/2017 14:51 NEWS 9 New faces at the OIA Lowe Alpine's Ascent Jackie Bryson has been anything we can do to get more Superlight pack takes top prize confirmed as the latest people active in the outdoors more member to join the Outdoor often has got to be a good thing.” Lowe Alpine's Ascent Superlight Alpine's Ascent Superlight pack as industries Association Board. Distinguished creative writer pack came out on top at the UK the overall Product of the Year. Bryson is the CEO of the and outdoor filmmaker, Claire Outdoor Industry Awards 2017. The incredibly clean and Mountain Training Trust and Carter, has has also joined the Following the finalist's products modern looking zip entry pack has Plas y Brenin, Sport England’s OIA in a newly created freelance being on display to 50,000 consumers TriShield Superlight fabric panelling national centre for mountain ‘communications’ role. at The Outdoor Adventure & throughout offering the ultimate sports in Snowdonia. She is also It is intended that this will Camping Show, votes were cast protection from the elements. a board member of SportNI, the improve resources for members and the winners of this year's UK The active shoulder harness public body responsible for the and help to boost the overall Outdoor Industry Awards were allows full body movement with pack-making over the past 50 years. development of sport in visibility and marketing announced at the OIA Conference no loss in carrying comfort and Light and tough with some genuinely Northern Ireland. activities of the Association. Gala Dinner, in Harrogate. the large bat wings aid stability. innovative touches, but not at the Bryson was previously Carter's appointment Weighing in at 0.54kg, the Ascent expense of real world usefulness. Strategic Lead for Strategy at coincides with CEO Andrew The winners across the ten Superlight is believed to be the And it looks really cool too.” Sport England, with involvement Denton taking on new categories were: lightest alpine climbing pack of its The UK Outdoor Industry in the development of their responsibilities as Secretary l ACCESSORIES - Trekmates type, allowing users to move faster, Awards is an initiative launched 'Towards an Active Nation' General of the European Outdoor Mountain Pod climb harder and tick every project. last year by the Outdoor Industries strategy. She brings a range of Group’s ItsGreatOutThere l BACKPACKS/TRAVEL Jon Doran of OutdoorsMagic, Association (OIA), in association governance experience, with Coalition (IGOT). LUGGAGE - Lowe Alpine Ascent one of the judges said: “It's a pared- with the Outdoor Trade Show membership of a range of boards Carter will step in to Superlight down distillation of everything (OTS) and The Outdoor Adventure over a 15 year period. support Andrew’s OIA activities l CAMPING EQUIPMENT - Lowe Alpine has learned about & Camping Show. Bryson said: “The potential and help to represent the OIA at Aquaforno Piccoloforno for our sector is immense and key outdoor events. l CLOTHING - Rab Kinetic Plus l CLIMBING EQUIPMENT - Claire Edelrid Bulletproof Carter l DIGITAL PRODUCT - Ordnance Survey OS Map l FOOTWEAR - Hangaw Cameros Wide l FAMILY - Vango AirHub Hex Gazebo l SLEEPING - Snugpak Cocoon l TENTS - MSR Access 2 Backcountry Jackie Bryson From these ten winners, the panel of expert judges, selected Lowe
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News.indd 4 27/04/2017 14:51 10 NEWS Susie Chan launches Interpsort's exclusive Pro Touch Running Range If you are going to launch a Instagram and is thoroughly “Susie also featured in the lead running range then it's best to supportive of all abilities of window campaign and was get it tested. runner – as it wasn’t so long ago regularly getting tagged on social And Intersport's new that she was a beginner herself. media saying "we have found you".” exclusive Pro Touch Running Susan Herbert, Intersport Pro Touch has more than 20 Range has certainly been put UK's head of marketing, said: “It's years of experience in catering through its paces. a great range of women’s and active sports enthusiasts with Endurance runner Susie Chan men's technical and affordable kit quality performance products. runs races from 100 miles to a for runners. Introduced in 1992 the brand mile and certainly knows a thing “Pro Touch Seamless has been offers a large variety of hardware, or two about needing to be tried and tested by Susie, who footwear and apparel products for comfortable when on the move. certainly knows a thing or two various athletic sports disciplines. In the six years that Chan has about running gear. Pro Touch is designed to fulfill been running, she has built up “Loving the fit and comfort of the needs and demands of people from half marathons and the running tights, the soft, with a passion for athletic sports marathons to complete in some of technical fabric of the t-shirts and like running and are designed to the world’s toughest ultra- the perfect length and weight of offer reliable function and great marathons and endurance races. the running jacket, Susie has durability. Chan has twice finished the shown that you don’t have to Each product features proven legendary Marathon des Sables as spend a fortune to look great, feel technologies, high-quality an elite, she has survived five great and perform your best. materials and up-to-date designs. days’ self-sufficient running “The launch campaign featured From Intersport's exclusive 250km through the Amazon Susie because she is a credible and Pro Touch Running Range you jungle, run the Thames Path 100 popular endurance runner. can get a complete set of running and has completed numerous “This is really important as kit (shoes, tees and bottoms) for multi-stage ultra-marathons. Susie, although iconic in her field, is just £65. She has also broken the world accessible and is "out there doing" They contain proven record for the longest distance and is also a big fan of Parkrun. technologies, high quality run on a treadmill in 12 hours “She loved the clothing, the fit materials and stylish design. which, she claims, has been one of and feel combined with technical And with Chan helping to the hardest feats of all. fabrics. The launch caused a stir launch the range no wonder the Chan has a significant and featuring images of Susie running slogan is “I am runner”. engaged following on social media. at her local park, and in action This range is only available at She documents the challenges shots combined with some natural Intersport, online and "find your she embraces on Twitter and relaxed images. nearest store".
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NA_SportsInsight_April17.indd 1 29/03/2017 16:11 OUTDOOR 13 Trade shows are still a vital part of the industry Michelle Dickinson, MD – Burton McCall Ltd, explains why the trade show still has an important role to play brands. In sectors where a feedback on new business has a lower footprint, collections shows are a good way to generate and getting new business. an insight Measuring our return on into future investment and fully quantifying developments. the success of a trade show can be They are a difficult as the business generated vital way to can only be measured over a sustain our period of time. customer Gone are the days when trade relationships. It shows were a short stint of non- can often be the stop order writing, today it’s more case that a s part of our overall activity about future opportunities and decision has throughout the year, trade strengthening or even been made having a drink campaign. It’s a big investment on to travel to the shows. We A shows continue to play an establishing relationships. We with a buyer after a long day our part and knowing that the therefore try to be accessible by integral role. have a great showroom in our at an exhibition! event has been marketed well gives holding our own roadshows up For the sales team, it allows a offices (based centrally in Trade shows still play an us more confidence from the start. and down the country. platform to showcase our brand Leicestershire) which allows us to important role in the outdoor Although a good location for a “Attending and exhibiting portfolio and the products in their hold regular meetings with key industry in particular. We find that show will always be an advantage at trade shows will continue to entire range, also identify customers. This gives us a attendance is still high each year, especially in attracting new be included in our annual sales opportunities which may not be platform for showcasing our giving us the chance to touch base business, as long as a company and marketing plan each year. obvious in an everyday sales ranges throughout the year. Trade with the vast majority of our remains a key player in their The networking opportunities situation. For marketing it is a shows therefore are a great way customer database. Timing and the industry, buyers will usually make with potential and existing great way to keep up to speed with for us to follow up from our prestige of the actual show can the effort to find you. customers all in one place makes the industry, what our meetings, also it gives the buyers also be two key factors in the As a business we take into it a hugely valuable exercise.” - competition is doing and also an opportunity to interact with success of an event, as well as the consideration and understand Michelle Dickinson, MD – Burton scout out any potential new our brand owners offering vital organiser’s pre-marketing that customers are not always able McCall Ltd
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burton Mccall.indd 2 27/04/2017 14:46 14 OUTDOOR
BORA-Hansgrohe cycling team Craft aim for the top custom kit, who have world champion Peter Sagan as the face of Bora. Amy Frewer, managing director of United “With 597k followers on Brands of Scandinavia Ltd, explains the ethos twitter, he and the team has really pushed Craft into the public eye.” behind the brand and their plans for its future This year they will be introducing new products and raft Sportswear wants management team put an ever what our users are asking for, what innovations. to become the go-to base clearer focus on high performance trends are boosting in each sports They have a new Breakaway Clayer brand. sports such as XC, Running and category and in sports as a whole. range in the running category for The company was founded in Bike in combination with “To do that we need to live men and women. 1977 in Borås, Sweden and despite functional base layers. close to some of the best athletes Frewer said: “This range making progress within This is now the main core of in the world, but also dare to combines great function and a high functional sportswear and other the brand today and the business question those trends and pick degree of fashion. Breakaway is business areas until the mid 90s, has grown to 100 million euro, and choose which trends will be developed for devoted runners who Craft then went bankrupt. trading in 39 markets worldwide. commercially strong and reach train hard so they can perform at In 1997 Craft was bought by Amy Frewer, managing the mass market. their best in their next racing event The New Wave Group and the new director of United Brands of “Fabrics, cuttings and new but still want a stylish look. Scandinavia Ltd, believes the production techniques are always “Embossed printed patterns, ethos behind the company goes a crucial and interesting. We're often spiral shapes, contrast colours and long way to promote its success. influenced by the more fashion- a playful zipper design add flavour She said: “We enjoy the hard driven business areas here where to this advanced collection. work and if we can in some way lead times usually are even shorter.” “In our upcoming autumn/ boost the sport experience for our Craft believe that their winter range we have expanded users then we have succeeded. We association with top athletes is on our highly popular base layers know that our target group are important to their brand but that to introduce the new active dedicated sport enthusiasts and is not the be all and end all. intensity range. that working out is a huge part of Staying on top of trends is equally “Active intensity provides their life and identity. It’s that important to them. excellent function during intense journey we would like to be part of.” Frewer said: “We gain a lot of activities in mild to cold conditions. The world of performance brand awareness through our brand Functional fabric in combination sportswear doesn't stand still for heroes and they help us to raise the with seamless design, body mapped very long and innovations come bars within functional sportswear. structures and athletic fit ensure thick and fast. But we need to have that fingertip great body temperature Staying ahead of the game is feeling which of these innovations management and comfort. vital and it is something that Craft and functional details we bring into “We aim to be the number puts a lot of effort into. the commercial line. one go-to for everyone’s base Frewer said: “We need to know “Craft are the sponsors of the layer needs.”
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Craft.indd 1 27/04/2017 14:47 BREAK YOUR LIMITS
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ENE9694_Trade_Ad_265x360mm v9.indd 1 26/04/2017 13:06 16 ANALYSIS Javier Buckenmeyer / Shutterstock.com INFLUENCER MARKETING – how can it work for you? In PR or marketing, the term 'influencer' is part of the language. Fiona Bugler, who heads up the Running Ed, an agency specialising in endurance sports content marketing, reports.
nfluencer marketing isn't 215 million followers across Relationship Management new. PRs and marketers Facebook, Instagram and Twitter software" and "bespoke influencer I have always heavily relied on and his 255 brand posts generated programmes" (it's very existence, individuals, those with a voice – $176 million in media value. along with other influencer whether that be the captain at the agencies says something about the local sports club or the Olympian The power of social market) points to the growth of – to spread the word and help media social media as a marketing tool, shape our views and persuade us Influencer Marketing has recently 'worldwide social media users is to buy a brand's product or service. become a 'thing' because of its expected to reach 2.5 billion by The 2016 Forbes Top Sports role in the digital arena. It's part 2018, and the share of marketing Influencer Lists show how of the evolution of social media budgets spent on social media is powerful influencers are: 'Over marketing, where voices are being expected to more than double to 24 the last 12 months, they banked heard and brands can directly per cent by 2020'. a cumulative $3.15 billion, 29 reach their customers 24/7 – on per cent of which came from their phone, laptop, desktop and Size isn't everything endorsements and appearances.' even their wrist watch. It's not all about big numbers Cristiano Ronaldo tops Onalytica, an agency that though. Just as we got used to the the Forbes list and they say his specialises in providing "Influencer term 'influencer marketing', along
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Influencers and Mel Berry.indd 1 27/04/2017 14:49 ANALYSIS 17
comes it's younger sibling, 'micro- make an impact as they are better going to 'shift the industry towards influencer marketing'. Instead of placed to engage a niche audience. something that is more genuine.' paying for sponsored ads, brands Micro influencers play an Donegan goes on to describe how use niche voices, those with a important role for brands: usually he sees brands heading in the smaller, but targeted following, passionate, and active on social direction of creating what he calls to help them promote products media, the smaller influencers social circles, where a brand will and services via authentic, visual talk to a target market – and use influencers 'more strategically posts – usually on Instagram. are 'authentic'. Examples of resulting in long term brand Makerly, a US-based influencer micro influencers, might include ambassador partnerships.' In effect, marketing company analysed the running club coach, who he's talking about brands owning 800,000 Instagram users, with volunteers at their park run, races influencers or teams of influencers. the majority having at least 1,000 frequently, and gives up their followers, and they concluded time to share advice and tips Passion and that when it comes to Instagram with fellow runners. Like reach, people sell influencers, better things come in share and engage – 'authentic' If all the media we see on our
smaller packages,' adding 'as an is an important consideration phones, on Facebook pages, in Stefan Holm / Shutterstock.com influencer’s follower total rises, for a brand wanting to be heard newspapers and on TV/You Tube the rate of engagement (likes through the noise. is owned by someone with a goal and comments) with followers to sell – are we living in a brave decreases. Those with less than The dark art of new world where everything we Is triathlon still 1,000 followers generally received influence consume is driven by an ulterior likes on their posts eight per cent Authenticity is a bit of an obsession motive? Possibly yes, but the users a growing sport? of the time. Users with 10 million for brands who are busy curating are also driving the machine with plus followers only received likes cleverly crafted content with the people continuing to sell to people 1.6 per cent of the time. goal to sell, but to never appear and the vlogging/blogging world Mel Berry, TIA chair, looks into 'salesy'. In an article for Gorkana continuing to push the messages the popularity of the sport Keep it real (a leading media intelligence from the grassroots – and dictate Social media experts have for a company) Matt Donegan, MD what the brands do next. A passion I remember my first triathlon many decades long time realised that quantity at social influencer marketing for sport is shared by those who do ago in Dubai, and what fun it was. I remember doesn't always lead to quality – platform Social Circle it, and see each other on the start in the 90s the battle between Simon Lessing engagement is far more important (www.socialcircle.media), line of the race, or the terraces of and Spencer Smith, who I had the pleasure of than reach. Engagement includes discussed key trends for 2017 and the football ground. People still sell working with at Speedo. likes and comments, and shares included 'long term partnerships' to people – the digital difference During the 90’s the sport was developing and – it shows that the influencer using the example of L'Oreal's is the influencer's net is bigger its inclusion in Sydney 2000 meant it was is starting a conversation. And beauty squad, a team of five key and the opportunities are there to labelled as one of the fastest growing sports. this is where micro influencers influencers who the brand said were reach more people in less time. But is the sport growing fifteen years after the medal successes for GB in Rio, Alistair Brownlee’s success at the Sports Personality of the Year and the Brownlee brothers brotherly love in Cozumel, Mexico? INFLUENCER TOOLKIT FOR SMALL BUSINESS It seems yes, as Triathlon England membership has grown 64 IF YOU HAVEN'T GOT THE BIG BUCKS TO SPEND ON AN AGENCY, per cent from 2010 to 2016, and a 16 per cent year-on-year growth. HERE ARE SOME DIY TIPS FOR FINDING THE RIGHT INFLUENCERS: It is good to see female participation has grown too with 30 per cent of British Triathlon Gold Pin recipients being female, 30 per cent of Buzzsumo Linked-in Triathlon England members are female and female membership is https://app.buzzsumo.com Use key words and phrases in the search box to pull growing at a higher rate than male membership. This is all very Analyze what content performs best for any up second-degree connections and those who are encouraging on a participation level and gender gap. topic or competitor and search for influencers directly related to your search. Like, share and engage But how does that look for the industry as a whole in terms of using specific keywords. You'll get great stats, with influencers you think can help you. spend? The latest TIA UK multi-sport athlete survey, which had absolute number of followers for an idea of 5,529 responses from January-March 2017, has shown some their reach. And if you want an understanding DIY Content marketing interesting results. of how well they engage, there are stats on Think beyond exposure in the national press. If someone Before becoming a triathlete, the main sports participated in are numbers of retweets. is writing for publications such as Buzzfeed (18,000,000 swimming 20 per cent; road cycling 22.7 per cent and running 56.4 unique monthly visitors) and the Huffington Post per cent. The running percentage is broadly static in terms of share Followerwonk from Moz (5,992,000 unique monthly visitors) about a subject year-on-year but it shows a continued interest and why the running relevant to your brand – get in touch. Also try blog https://moz.com/followerwonk community is key for triathlon. Other ‘origin sports’ before triathlon hosting sites such as Medium, that puts content in Followerwonk helps you find, analyze, and included football, rugby, gym-based activities and water sports. front of the eyes of target audiences. It sorts stories into optimize influencers on twitter – and you dig So, what do we know about this triathlete? On average, triathletes themed collections and is highly targeted. Influencers deeper into analytics. You can get free tools spent eight months of active triathlon training and racing in 2016. can become publishers, search for content and writers and try the whole package for free for 30 days. Currently, triathletes spend an average of around eight hours relevant to you using tags. per week exercising/training. While we cannot compare this to other sports it shows a good level of engagement in the sport they Keyhole Media databases choose to do. http://keyhole.co Costly but if for PR/social media/marketing departments But only 8.3 per cent raised funds for charity at any triathlon Unlock real-time Twitter and Instagram and agencies, worth the investment race undertaken in 2016. One of the latest members at the TIA, metrics to guide social campaigns, content if you want in depth influencer intelligence. Macmillan, are addressing this issue and our research has helped strategy and overall digital marketing Try http://www.vuelio.com and http://www. to shape their strategy. approach. Focus on specific influencers gorkana.com/pr-products/media-database In 2017, they have an objective of raising over £1 million and know and filter out engagement generated by who to target, the first timer, which is no surprise but key for the TIA to their activity. Hashtag searches make sure we keep them in the sport rather than loose them. For example, search for #marathonrunnners and So, has Brexit affected spend? It seems not and 24 per cent Klout you'll link to twitter and Instagram users (remember travelled overseas to race in a triathlon in 2016. Sports Tours https://klout.com most micro influencers can found on Instagram) using International and other travel providers echo these stats. Eighty- (acquired by Lithium Technologies) the hashtag, you can dig deeper to find out how many eight per cent of triathletes make most of their swim/bike/run Klout was one of the first companies to followers they have and if their posts are widely shared. purchases via specialist online retailers such as Wiggle/CRC, come up with a social media score, your which makes it hard for the high-street retailers. individual klout score. With impact ranking Use small agencies/freelancers who Only 52 per cent of triathletes are members of a local triathlon you can find out how your brand ranks club, so this leads us to believe they are socially engaged and with practise what they preach 59 per cent members of a gym or health club, then it's maybe just as against the competition. https://klout.com/ Find marketing specialists who are also influencers. much a lifestyle sport proposition. impact-ranking. The Running Ed has been built from my own passion for Last, but not least, is the social media engagement triathletes running and triathlon. I practise what I preach and have have. Having overtaken Twitter in 2015, Strava has extended its Klear trained and run hard for the last 20 years. I know the gap on third-placed Twitter and is the second most popular social https://klear.com subject inside and out and there's nothing quite like the media platform for triathletes after Facebook. Seems a triathlete With 500 Million profiles, 60,000 categories, network you build from taking part in sport – meeting loves to tell people what they have been up to! and five years' historical data, this influencer others at the start of a race is a great leveller! The full research report will be available to all TIA search engine will scour Twitter, Instagram, members in early May. To find out about joining TIA visit Youtube and Blogs to help you find the right Be active on social media www.triathlonindustryassociation.org people. Free tools include searches for Engage with – share, like and comment on posts So it seems the future is still bright, which is good as the Twitter and Instagram influencers, and from influencers, large and small – and make your chair of the TIA. influencers by location. brand the influencer.
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Influencers and Mel Berry.indd 2 27/04/2017 14:49 18 RETAIL
situation, they can have it.” Leopoldo Pirelli of Pirelli tyres. Getting a grip on the Vibram went into business in Vibram produced soles in the 1937 and was named after Italian same manner as Pirelli’s tyres. mountaineer and brand founder Bramani’s rubber soles provided Vitale Bramani. superb traction on a wide variety The origins of the brand, of surfaces, as well as being however, are based in tragedy. extremely durable. Two years earlier, Bramani was on Many different brands now BAREFOOT an expedition in the Italian Alps utilise a Vibram sole and they where six of his friends died in a can be found on all types of mountaineering accident. Bramani footwear used for everything believed much of the blame was from running and leisure, to due to poor footwear. At the time, motorbikes and cycling. mountaineers commonly wore Wilson added: “Vibram's PHENOMENON smooth leather soles fitted with legacy and history is from steel cleats or hobnails. climbing in rubber soles that were Chris Wilson, of Charles Birch Limited, extols After working on the design hard-wearing and grippy. The sole following the tragedy, Bramani of the FiveFingers is very much the virtues of the Vibram FiveFingers range patented the first rubber lug part of that legacy. sole. The first model was called “Our aims, as newly-appointed the Carrarmato, meaning “tank UK distributors, are to carry large tread” in Italian, due to its thick stocks to service all customers stamped footprint. and increase the visibility and Vibram also had the backing availability of Vibram FiveFingers of another famous Italian– on the high street.”
“The barefoot running phenomenon really took off in 2010 when Christopher McDougall wrote the best- selling book Born to Run – A Hidden o you want to run which have feeling the ground evolved over the Tribe, Superathletes, and the Greatest Dbeneath your feet? years for different Race the World Has Never Seen.” Do you want something purposes. to fit your foot like a glove? For example the Trek Then, in that case, you Ascent is designed for hiking probably know about Vibram and that has a slightly thicker FiveFingers and their range of 2004 and has a hard-core sole and a midsole to give it a little footwear for those who want that community of barefoot runners more protection and comfort. barefoot feeling. who love the product. “Significantly, for this year But new for 2017 are the FiveFingers footwear was the Vibram are launching three new V-Run, V-Trail and V-Train. brainchild of industrial designer products the V-Run, V-Trail and Charles Birch Limited are and outdoor runner Robert Fliri, the V-Train. the new distributors for Vibram who as he put it "wanted to figure “The new V-train has just been FiveFingers, having, from 2012, out a way to move around in developed for all aspects of fitness previously been the distributors nature better”. He proposed the work both in and out of the gym, of Vibram shoe components idea to Vibram chairman Marco the new sole design particularly and soles to manufacturers and Bramani, grandson of Vibram benefits cross-training. repairers. Charles Birch have founder Vitale Bramani. “The V-Run is very much been supplying the shoe trade As an avid sailor, Marco designed for road running, while since 1965. Bramani was immediately the V-Trail is designed for off-road Chris Wilson, chairman and intrigued by the idea of footwear running including cross country, managing director, said: “People that felt more like a glove and trail and mud running. just love barefoot running, it is worked like a second skin. “Now if anyone wants the one of those things, the more FiveFingers protected Bramani's barefoot experience, in any regular trainers get corrective, feet from dangerous rigging rather than protective, the more and obstacles on board while people want to get back to nature delivering a surefooted grip on – it's a lifestyle choice really. deck. Its patent-pending design “The barefoot running provided greater dexterity, phenomenon really took off in 2010 improving agility, balance when Christopher McDougall and control. wrote the best-selling book Drawing on his experience Born to Run – A Hidden Tribe, as a sailor and veteran of the Superathletes, and the Greatest footwear industry, Bramani Race the World Has Never Seen.” worked with Fliri to refine Five McDougall's book, in part, Fingers into what it is today, charted his adventures with the first footwear to offer the Mexico's reclusive Tarahumara sensation of going barefoot Indians and their ability to run with the protection and security hundreds of miles on thin home- of a Vibram sole. made sandals. As his adventure Wilson said: “ The basic continued he was able to train KSO Evo, which was the original himself to do likewise without barefoot experience, hasn't the aid of modern-technology- changed much over the years. It packed trainers. is still very much a minimalist Wilson added: “That book product. It features a very thin opened up the world of barefoot 2mm sole with no mid sole, running to people who wanted to offering the true very hard core get back to nature and take on the barefoot experience and is still barefoot way.” the best seller”. Vibram Five Fingers has been Alongside the KSO Evo there on the market since is now a whole range of new styles
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Vibram (charles Birch).indd 1 21/04/2017 15:39 RETAIL 19 Enhancing all-round sporting credibility is the aim David Peyton, UK director of Zoo Sport Teamwear, looks to the future
OO Sport Teamwear are “We are also looking to grow of our growing stable of clients. looking to continually grow further within football and “Our growth has seen visits we try to keep on top of new Ztheir business. cricket to enhance our all-round development within football, opportunities.” As part of this effort to build sporting credibility and to work cricket and the education sector Despite being based in Leeds, on their success they have with strategic partners within the with a number of schools, chief Zoo Sport is a global operation recently moved premises. school and university sectors. among these has been Yarm but they believe local is where They are now based in “In essence, we are looking to School, in Teeside, and with they are strong. Bruntcliffe Way, Leeds 27 continue our growth in a solid, whom we have established a David said: “We have a great Business Park, Morley, Leeds, and step-by-step manner offering a great affiliation.” team based on the Gold Coast in this is all part of the company's trusted service that adds to our To source their teamwear Australia, who we work with very plans to increase their business. reputation as a brand of quality.” materials they work closely closely on strategic marketing David Peyton, UK director, After ten years working as with their manufacturing group plans to enhance our brand said: “We have a modern outlook head of teamwear with of suppliers and their own team awareness and exposure. We also with a large general office space, Canterbury of New Zealand, of garment technologists in work with them on design and meeting and show rooms. David left to form Zoo Sport identifying new materials manufacturing to help capitalise “Our warehouse is on site and in 2010. and ideas. on a “global strength”. we have easy access to the He said: “The opportunity to David said: “Our original brief “However, local is where motorway system here in Leeds establish a new brand was too was to offer an innovative product the underlying strength of the and West Yorkshire. good to turn down. The idea of and while you do settle into “what company lies and our attention “We have also updated our setting up on my own was the market wants”, we are to looking after the so-called software on accounts, stock daunting but exciting at the same constantly looking at different “smaller” clubs and schools is of management and reports so time. We started in a small office sports, different markets and paramount importance, “grass- everything is set for our continued in Leeds and quickly partnered up different fabrics to see how they roots” over a period of time growth and development. with a number of solid, high can be utilised within Teamwear. establishes strong brand “Our plans are to continue profile rugby clubs. “We visit our factories on a awareness through regular consolidating our position “Bedford Blues, Canterbury regular basis to see how existing exposure of our name and quality. within Teamwear through RFC, Morpeth RFC and Tynedale materials and processes can be “Our UK sales team look to honest and reliable delivery RFC were amongst our first improved. So through a mixture of develop “local” areas and to build lead times, an efficient process customers and after nearly seven looking at the market place, our strength through regular and quality product. years still remain valued members different sports and factory/mill contact and support.”
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ZOO.indd 2 27/04/2017 14:55 20
sports: www.sports-insight.co.uk Sports Insighthub@SportsInsightUK The place to source all your products and services
New Kinvara 8 Optimum Sport retail Fitness-Mad Purposeful design and an amplified Razor Range tech solutions Fitness-Mad are innovators of studio underfoot sensation come together fitness equipment from swiss balls to It’s new for 2017! Optimum Sport has finally As an Intersport supplier, Retail IT in the most energised Kinvara yoga mats. Excellent stock levels and launched the Razor range which features ultra- understands the challenges sports retailers ever. With a full-length EVERUN two to three working days’ delivery all lightweight headguards with closed cell foam face. Their software includes customer topsole and stripped down upper, the year round. No MOQ and competitive for cranial comfort, tops with strategically loyalty tools, fashion matrix management, Kinvara 8 gives back more energy pricing. Benefit from in-store placed padding for maximum protection and item classification, season management and with every stride while cradling the merchandising and staff training. rugby balls with optimum super grip. Available effective price and discount management foot only where it's needed most. Enquire now for a trade account. from June in stores and online. Padded, – providing powerful insights into future The most energised Kinvara ever. Excellent stock with unbeatable service. flexible, comfortable, foam, durable. buying decisions. The software easy to use for sports-store staff. Retail technology solutions.
0800 206 1491 01942497707 020 8605 9727 01386 425 920 www.sauconyb2b.eu [email protected] [email protected] [email protected] [email protected] www.optimumsport.com www.retailit.com www.fitness-mad.com
Bonded New Mint Genesis SAFEJAWZ Arena Carbon These pro-bow sticks have a low Intro Series Ultra Powerskin Warehousing maximum bend point with a full midi Import Services manages retail supply The new benchmark in Sports Mouthguards Introducing new colour in the carbon ultra-race head for easy skill execution and ball chains, from product origin to customer is coming. Designed in collaboration with suit which has a carbon ultra-cage (outside), a control. The new colour highlight is delivery, in the UK and Europe. One key the University of Warwick, SAFEJAWZ high density carbon cage for more intelligent the mint finish and with the full silver element for our clients is the fact that our are very confident that your customers will compression. An infinity loop with x-pivot fibreglass head on the Genesis 0.2 and a bonded warehouses allows us to defer VAT find the fit and comfort superior to that of point (inside) gives perfect body position, full carbon head on the Genesis 0.1 offers and duty until after the products have been the competition. Call us to try the fit for rotation control, stroke efficiency and ultra- a high specification, well priced, visually despatched to your customers. Therefore yourself with a free sample. The best fitting compression panels for extra muscle support striking product. helping your cash flow defer VAT and duty. mouthguard ever? and targeted compression where needed.
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Sports Hub.indd 1 24/04/2017 09:29 21 sports insight selects REACTIK + headlamp With 300 lumens of power, the REACTIK + headlamp offers outdoor enthusiasts a compact, intelligent, programmable, rechargeable solution. Thanks to the MyPetzl Light mobile app, users can consult their smartphone or tablet at any time to check remaining battery life and adapt headlamp performance to the activity: trail running, mountaineering, trekking, backpacking. www.petzl.com
Braces Mouthguard Nomad 7 Plus Feetures! Sport Towel Pro The Shock Doctor Braces mouthguard, The new Nomad 7 Plus Solar Panel is The Sport Towel Pro is the ultimate offering essential protection for athletes lighter and smarter than its predecessor, SS17 Range Every runner’s preferences are different, gym accessory. Two secure pockets with braces, is specifically designed with a detachable kickstand and patent- so Feetures developed a wide range of keep your stuff safe plus hidden zips to conform to upper brace brackets pending electronics. The junction box products to suit your individual needs. give the towel a super-smooth finish. for instant comfort and prevention with solar intensity indicator accurately All of the products are backed by a It features two different super-soft from lacerations. Made with 100 per communicates the quality of current lifetime guarantee. fabrics, one for you and one for the cent medical-grade silicone, it adapts solar conditions, blinking in accordance Step up your sock game. equipment while an elasticated loop is to changes in mouth structure as with how fast the device is charging. perfect for hanging it up or securing it teeth adjust. RRP £19.99 American Junction box and modular kickstand. when it’s rolled up neatly. Split pocket Association of Orthodontists approved. sweat towel.
01582 670100 0116 234 4611 0844 811 2001 07942 256089 [email protected] [email protected] [email protected] [email protected] www.shockdoctor.co.uk www.burton-mccall.com www.feeturesrunning.com www.blue-frog.uk.com
Little Twist Trainer Liner Socklet Junior Finger Power 9Five Goggles A small sock packed with big features, Protection Gen 4 Zoggs Little Twist is designed with the 1000 Mile Trainer Liner Socklet is The Reusch SG Finger Support Junior has Target Introduces the next Generation fuss-free swimming in mind. The designed with an inner layer to wick away been one of the best-selling kid’s gloves on in Dart technology. Developed for Little Twist offers an easy adjust strap moisture and a double-layer construction the market for several years. Each finger, legendary 16 times world champion mechanism, with a press release at to help prevent blisters. Arch bracing offers including the thumb have semi-flexible Phil ‘The Power’ Taylor, this dart the back, and a wider single strap to additional support for runners while a polyamide sticks, which are totally flexible features a hand Sandblasted Ultra reduce pressure, creating a stylish and variety of popular new colour choices adds one way to grip the ball but prevent over Fine Grip and Black Titanium Nitride practical goggle for children. RRP £10. to their appeal. The range is also available flexion and so helps to prevent injury. Coating giving it the distinct look and Fuss-Free Swimming. in Crew and Anklet length. Finger Support protects young hands. feel of a true champion’s dart.
01276 489089 01923 242233 0161 439 4383 01279 410 155 [email protected] [email protected] [email protected] [email protected] www.zoggs.com www.1000mile.co.uk www.reusch.com www.target-darts.co.uk
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Sports Hub.indd 2 24/04/2017 09:29 22
sports: www.sports-insight.co.uk Sports Insighthub@SportsInsightUK To see your products on this page contact [email protected] or call 01206 505947.
Vibram FiveFingers Pro50 Slimline Reboundz Rebounders Going the distance Phoenix Sporting Goods have released The Nano 3L Vest is designed for – V-Run Surround three rebounders under the name of runners who want minimal weight The new Vi-Run is the ideal running shoe for Stylish and striking, the Winmau Pro50 Reboundz with more to be released but a safe place to carry the bare those making the transition from traditional Surround is the long-lasting surround of in 2018. There are two single essentials. The lightweight mesh footwear to a more minimalist approach. choice. Fifty per cent smaller in diameter rebounders with height settings construction on the vest chassis and The slim sole construction, made up of three than our standard surrounds – perfect for the of 1.2m and 1.0m, plus a handheld front capacity for 2 x 328ml Fuel advanced rubber compounds, allows you experienced player. The Pro50 withstands version primarily for goalkeeper Bottles makes this a great choice for to feel the ground, connecting you to the the highest levels of play and the sleek design training (football and handball). ultra and endurance runners. The true barefoot running experience. Comfort, ensures it stands out from the crowd. Acts as a training partner or as a wall. Nano is part of a five piece pack range. protection, grip, barefoot technology. Experienced players’ surround of choice.
01702 530656 01656 767042 01635 517560 0161 366 5020 [email protected] [email protected] [email protected] [email protected] www.charlesbirch.com www.winmau.com www.phoenixsportinggoods.com www.ronhill.com
MP XPRESSO Mac in a Sac Neon The Ignis family PureLime Light. Bright. Packable. Be seen in Makura Sport have recently PureLime is the dedicated women’s competition swimwear the highly waterproof and breathable MP combines the unbeaten pool experience launched the Ignis Convertible athleisure, active and tennis brand. They (7,000mm / 7,000gsm) MIAS NEON. of Michael Phelps with the design innovation which is available in two sizes use pure crisp Danish design in modern Now with YKK water repellent zips, of Aqua Sphere, creating high performance and three colours, it has all the technical fabrics to create garments that fully taped seams and concealed hood swimming equipment with attitude. This attributes of the Ignis Pro plus the are feminine, fashionable and functional the NEON offers performance and 2017 bright yellow XPRESSO racing suit – ability to be used with or without a with a superb fit. Their clothes always lightweight packability. Offered to available for men and women – is faster than a strap for helmeted sports. reflect a woman’s priorities to look good retail with attractive mark-ups and POS speeding bullet Swimwear, Goggle, Swimming, but still perform. PureLime, Danish display stand. Light, bright, packable, Performance, Style athleisure and activewear weatherproof performance.
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Sports Hub.indd 3 24/04/2017 09:30 23 sports insight selects Ophir 4 Slide The Ophir 4 Slide set features a comfortable and completely adjustable climbing harness. Reliable and correct belaying is enabled due to the Crag Smart HMS and the Smart for braking force support. For maximum grip the Basic Chalk Bag is filled with 25 g of chalk powder. www.mammut.ch
CEP Griptech Socks Mission Personalising Byte SX Stickbag New for 2017, the CEP Griptech Socks At £40 Byte's new SX stickbag offers feature perfectly positioned and Cooling Towels outdoor wear great value for money. Features of this The Enduracool cooling towels cool to Providing customisation services with comfortable elastic SMARTGRIP strips, large stickbag include a double shoulder 15 degrees celsius below average body Brother Embroidery Machines allows to promote excellent foot control and strap with mesh padding, large mesh temperature. Chemical free cooling made you to generate additional income for prevent slipping in shoes. Targeted medi side pockets, two large front pockets and from premium lightweight knot which dries your business from clubs and event compression also supports optimum small top pocket. It is available now in soft and is machine washable. Activates in organisers. The Brother PR1050X and performance and recovery. Ideal for team purple, pink and cyan. If you would like three easy steps, soak it, wring out, snap PR655 are ideal for adding logos, names sports and sports with frequent start-stop to view their new products please contact it. Ideal for various types of sports and is and numbers to tops, shorts, jumpers, movements. Performance, team sports, Byte on the details below. available in a range of sizes and colours. bags and more. CEP, compression, running.
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Dan Carter Precision Heat – Reebok Bio-Logix Super Tees X-Treme Heat Combat Range Ankle Brace When New Zealand star Dan Carter lends The X-Treme Heat glove is part of the brand- The Reebok Combat Range allows The new Bio-Logix Ankle Brace by his name to a product, then you know you new Precision Heat range, made alongside you to discover combat and train like McDavid is a low profile and lightweight are onto a winner. Dan Carter Super Tees Burnley and England goalkeeper Tom Heaton. a fighter. The stylish and bold range design with a highly supportive structure. have been designed to adjust to all kicking It features a Rollfinger cut with a Giga latex includes combat gear, gloves, bags, Provides pain relief and support for styles and angles. From amateur to pro. and a latex backhand. The cut provides the best pads and wraps; providing dedicated various moderate ankle instabilities and Exclusively distributed by Carta Sport ball contact as it ensures the latex is always support whilst enabling you to develop conditions. Integrated figure eight strap All styles catered for. in contact when both catching and throwing. skills and become like the best. Train system and heel lock strap for maximum Designed by goalkeepers for goalkeepers like a fighter inversion and over-extension stability.
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Sports Hub.indd 4 24/04/2017 09:30 GENESIS 0.1: 20% Carbon, Fibreglass skeleton, Soft Touch Grip, Pro Bend, Full Midi head, 35” and 36.5” £65 RRP
GENESIS 0.2: 10% Carbon, Fibreglass skeleton, Soft Touch Grip, Pro Bend, Full Midi head, 34”, 35” and 36.5” £55 RRP
GENESIS 0.3: 100% Fibreglass, Soft Touch Grip, Standard Bend, 30”, 32”, 34”, 35” and 36.5” £40 RRP
T: +44 (0) 1483 757677 E: [email protected] COLUMN 25
DOING IT BY known authors and offer something different. On one hand this cost them millions of pounds, on the other it enabled the local staff to take THE BOOK ownership and use their knowledge to power the brand forward. Lessons learnt from a bricks Waterstones stopped making every decision entirely commercially and trusted their and mortar success story team to purchase and champion the books they loved themselves, knowing that the consumer didn’t Jonathan Quint, Saucony marketing manager just come for the transaction, they raditional retail is suffering. came for the experience, the love If you exist in the squeezed EMEA, examines how Waterstones came back and the knowledge. Tmiddle, you face attack from from the brink and what it means for sport retailers Running shoe consumers below by discounters and from want experience, love and above by those purveyors of luxe. knowledge too. Maybe even In a speciality market, and physical. The consumer needs the There are lessons for our consumer experience to show that more so. Sport, and running of course I mean run speciality, right size, the right fit, the right own industry in this success a bricks and mortar store is still in particular, is an emotional there are only so many suppliers. category, and the right advice to story. Waterstones didn't find the something to savour. activity, you only have to watch Product is relatively homogenous make the right decision. We can answer to its problems overnight; Now there’s an idea. people finish a race to know that. and brands and retailers constantly help find the answer to all these it searched for years. It even When you buy a book, you can For consumers who want to search for something to tempt questions, from sizing to an hour’s signed a deal with the devil in the choose the instant gratification of spend an hour trying on specialist the consumer through the door worth of “free” gait analysis. early 2000’s when its website two clicks and a delivery through brands, selecting from different and towards the product on our But doesn’t the Internet was actually powered by Amazon! your letterbox within hours (and styles, different sizes, and being shelves, and most importantly, have the answer to everything? That might sound crazy, and was who doesn’t like a little instant gently wooed by a kindred spirit, bring them back next time. Furthermore, when Amazon are ultimately short lived, but it tried. gratification every now and then) that’s the experience run speciality Not only do we have the high selling running shoes, how on earth Since then and the nadir in 2014 or you can go to your local store, can give them that no one else can. street offering cheap alternatives do traditional stores take them on? when the chain was a hair’s breadth stroll around the plush carpeted As an industry, we must in the form of white label products The best place to look for from administration, Waterstones floors, sit in an armchair, drink encourage consumers to drink our sourced directly from factories, inspiration is one you would never has succeeded by building on its your favourite coffee and read the coffee and figuratively read the but in a growing number of cases, expect. A bookshop. Almost the strengths. The leadership team first chapter of the latest bestseller. first chapter, maybe by taking the branded products are available on bookshop, as just about every other worked out what the brand offered Waterstones made swingeing product for a quick spin. We must the high street markedly cheaper competitor has succumbed to Jeff which no piece of technology can changes. They trusted their book- be attentive and demonstrate our than run speciality stores can offer. Bezos’s behemoth. (yet) compete with and used it to loving managers to control their knowledge and our love for the sport And then there’s the Internet. But Waterstones is not just every advantage. Knowledge. own stock, so that product offerings and the products that we offer to give Where everything is available in the surviving, it is thriving. The thirty- The internet cannot compete were locally relevant. Waterstones the consumer an experience that she palm of your hand and delivered to year-old chain has just posted with the knowledge and consumer stopped selling their window space cannot get online or elsewhere. your doorstep in an instant. its first profit in years, swinging empathy of Waterstones staff. to the biggest publishers to promote If a bricks and mortar For run speciality, the advantage dramatically from an £18.8m loss The stores have learned to use their biggest titles, instead it used bookshop can thrive in these is that our product is physical. Very in 2014 to a £9.8m profit in 2016. emotion and connection and that space to recommend little- digital times, then so can we.
www.sports-insight.co.uk
Quint.indd 2 21/04/2017 15:38 FOR FURTHER INFORMATION CONTACT [email protected] ImportServices_Sports Ad_265x360_HiRes.pdf 1 07/09/2016 19:30
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For more information and trade pricing please contact: Tel: 0800 180 4285 Email: [email protected] www.koolpak.co.uk FITNESS 29 IN A MAD WORLD it's all about quality, innovation and customer service Jon Drage, The Mad Group's sales manager, talks about the company's history and where they are heading in 2017 and beyond
he Mad Group's emphasis is “We were and continue to be mats. They decided to build on on quality, innovation and involved in what we believe to be a this and Yoga-Mad was born, Texcellent customer service. lot of industry firsts in the UK. offering a range of studio-quality And Jon Drage, sales manager “The idea was always to make yoga equipment. for the group, believes this ethos the points of difference really The company started in the has kept the company at the obvious “. So, if we are asking the commercial sector with leisure forefront of the fitness market. consumer to pay a little bit more, centres, gyms and studios where Fitness-Mad, Yoga-Mad they are getting a whole heap more the mat was being used rather and Pilates-Mad are all part of in terms of product quality.” than being resold. A few years on The Mad Group, who offer high The company is currently they looked at the market and saw performance fitness, yoga & owned by David and Charles quite a lot of basic quality fitness Pilates equipment. Elliott, who are fourth generation equipment in retail. The majority of Mad products family members of the founder, Drage said: “There wasn't are widely used by leading studios, – Thomas Lee Elliott. Initially really a lot of product tailored clubs, fitness professionals, yoga set up in tools and then flooring, for the customer looking for teachers and Pilates instructors. founded in 1903, the company has something better – so we looked at our managing director, still “This is also important to Drage said: “Where the brand gone through various evolutions how you could get studio quality- oversees all product development our retail customers as the best found its USP was looking at every through the generations. product into retail.” and range selection.” marketing that Mad can buy is product and saying how can we David and Charles took over At this stage, the company was “We get a host of product for customers to see our branded make this better, how can we find the company and discovered a getting requests from retailers to offered to us and we look at every products in gyms and in studios. something which gives the user a niche market where staircase become a one-stop-shop for fitness one from a few angles. They then walk into a specialist superior experience. underlay was being used as yoga and they expanded into strength, “We want to see if it is going store and see the same branded aerobic and boxing accessories. to assist fitness. Can we develop product, they know it and are Drage added: “David Elliott, it into something better than the already comfortable with it.” basic standard? Can we increase Drage is also proud of the the spec and add additional company's strong set of terms and features to the product? service to the independent and “If you take our abdominal specialist sector, which he thinks roller, for example, the vast majority sets them apart. on the market don't have a brake He added: “We don't work on whereas ours, by simply twisting the complicated forward orders or high wrist, can lock the position making volume incentives, we have a good it much safer and a lot more stable. level stock in the UK, we offer quick “We are looking for little delivery, low carriage paid orders things like this to ensure the and the range is very comprehensive Mad brand stands for quality plus ever expanding. and reliability.” “All accounts have a dedicated The Mad Group doesn't stand account manager at head office still and is constantly reviewing and we have full UK coverage with it’s product range. a team of six regional agents, so Drage added: “The range, at we are constantly working with present, covers the full core set our customers to improve their and every year there is always an return within this area. evolution with improved products “We offer quick delivery, good joining the brand while removing stock, efficient service, have a any unnecessary duplications. great office and field team, and “We are always innovating, I hope the retailer gets a real always moving on, always positive reaction from this. It's all changing, even down to colours set up for them not for us.” to make sure styles And the final part of the puzzle are right. for The Mad Group is training and “We are marketing to make sure that the continually products can be shown in their developing our best light. commercial range Drage added: “If an account as well – increasing needs any staff training, the breadth to merchandising or a point of sales become more option, all is now available. attractive “We now work with the store, to the from a concise core range to full commercial stand solutions, a sensible reorder gyms and studio pattern, great terms all as a market. smooth transition.”
www.sports-insight.co.uk
Fitnessmad.indd 2 27/04/2017 15:50 30 COLUMN
Fashion, function or SCIENCE MUMBO JUMBO? David Hemming, UK country manager for X-Bionic, looks at the science and development of sportswear
environment. In many ways, complete performance cycle. the biggest challenge we must For example, don’t wick the overcome is the mindset of the sweat away yet, move it through consumer environment we are hydrophilic and hydrophobic in – the pace in which the market material built into the garments accepts evolution of function over yarns and we create a bigger fashion is a hurdle to overcome. surface area on the skin and use With detailed research and the sweat to cool. The effect is back up by EMPA, in Switzerland, your performance is improved in X-Bionic have built a brand on power, strength and endurance. function and not fashion. The If we double the surface area battle for us is convincing people we can double the cooling and this that an outfit can aid cooling by applies to any sport. resented with the question, 50 per cent, give recovery of 20 Other bonuses to not wicking what level of research does per cent, lower lactate acid by the sweat away and keeping this Pit take to develop a new seven per cent and reduce overall film of sweat on the skin to aid technology? Lots! Let me share average heart rates by 2.5 beats the cooling results in less sweat these quick insights. I will use just per minute, and that the same needed and the core of the body one of our technical benefits to outfit can regulate temperature in is regulated to the optimum of 37 explain this. winter. To many this is marketing degrees. Typically, we see athletes For so many brands the hype and sales spin. drinking less through better element of fashion precedes However, what we have thermal regulation. Less sweat technical and scientific researched means we are able to also results in less electrolytes innovation, choosing colour as the claim results in new fabric that and salts lost. key marketing feature. This is not translates into new construction We also prove that the amount innovative in any way and across processes and new patents This of energy we expel to run our many sports the basic fabrics offer then brings gains to those sports cooling system is reduced, hence little to no performance gains for we apply it to. This sets us apart our saying of "turning sweat back the end user. from the rest of the market. into energy." You should ask, will what I With over 200 design and We also do not limit ourselves wear really effect how well I will medical benefits this has seen us to a single sport. On last count perform today? win over 520 global awards for we have products and day-to-day The evolution process of function and design. However, we life-living products that cover 15 humans, like nature, tells us a are still challenged with the fine plus sectors. great story, giving us an excellent line of hanger appeal. Gone in so many ways are the blueprint to work from. Simply using how the human days of wearing a cotton T-shirt Performance sport comes body works we can enhance and a cheap pair of baggy pants to with all the classics, heat, sweating systems that then have run a 5k of hike over a mountain. sweat, fatigue and changes in a knock-on effect through the What we develop and learn in one sport generally comes up with a cross over into another sporting area, cross pollination. Time and time again we can see the consumer floating up and down our brand, as what we make fits a consumer who likes to do multiple sports. So why aren’t all sports clothing brands blazing a trail to find the next patentable product? Well, it’s not fashion! For us at X-Bionic we will always dive into and research the way we do. Sure, it is expensive, sure it’s not fashion and ultimately it's not easy to come up with new ground- breaking products. So who are we aiming this at? We are aiming our brand and its science, at the individuals that look at performance as a “With detailed research and critical experience on the day. Nothing holds more truth than back up by EMPA, in Switzerland, their own experience. For the retailer it should be X-Bionic have built a brand on focused on the brands that offer deep research data as this creates function and not fashion.” differentiation in a very crowded market place.
@SportsInsightUK
Hemming and science research.indd 1 21/04/2017 15:35 REEBOK COMBAT EQUIPMENT
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CY CMY TRADE SHOW FOR THE K OUTDOOR INDUSTRY NEW EARLIER DATES FOR 2017 MAKE SURE YOU NEW DATES DON’T MISS OUT! NEW PARTNERSHIPS NEW LOOK NEW OPPORTUNITIES NEW BRANDS AND PRODUCTS www.outdoortradeshow.com TECHNOLOGY 33 TECHNOLOGY IS ON THE RISE and changing every day – how do you keep up? Mark Downie, 2Pure Brand Manager, looks at the ever-evolving tech landscape
How has the advent present, relevant, well distributed setting the parameters of what with a skilled sales team and and let them be equipped with the of new technology and provide them with a real is possible with new tech and full spectrum warehousing tools they need to maximise the impacted on the money margin they can re-invest measurement keeps us in a good capabilities. We also offer a utility of a product. market? in their business. We feel our position and on the pulse. Being partnership commitment and Personally, I find it hard to brands and products offer all this users of this tech helps too! actively engage with the market – And it's not just define this in terms of ‘impacted’ to the retailers and allow them to not simply distribute. electronics but and prefer to think of technology sell to engaged customers. What do you look for compression as well – ‘continuously impacting’ the in a new technology It is not just the everyone is looking at market in a fluid sense. New With technology brand and what can technology but how the latest in technology technology from a hardware moving quickly, you offer them? you use it – you stock in all aspects of sport. POV seems to come at a slower how easy is it to We look for innovation and Tate Lab's barfly – How will that develop? rate than on the software and keep your finger relevance. Is the technology how important is the The Crystal Ball is due a firmware data provision side. on the pulse? on a growth curve? Will it accessories market? upgrade at the moment so I will For example, GPS data is No pun intended… but working become accepted? We offer a It is super-important. You have to politely decline to answer except easily recorded by any number of with partners like Mio who are multi-channel route to market be in a position to enable the user say that the future is data… devices, including your humble mobile phone – but the real developments have come on the software side. One particular thing I have noticed is that the real success stories in the tech market are those who can provide meaningful results from consumer hardware such as Strava, PAI (Mio) etc. Technology is an enabler to fulfil a goal and ergo the goal is everything. Manufacturers or developers need to be mindful of how the tech can be used and what features make real differences to people. What do retailers want from a brand? There are so many ways to answer this but simply put, they tend to want to work with brands who are Garmin partners with the Great Run Garmin has officially activities to 5K, 10K, half Wearable Technology Partner of partnered with the UK’s marathons and marathons. The the Great Junior Run Series. biggest mass-participation events offer competitors of all Garmin has a rich heritage in running event series, abilities the chance to take part running technology, with the Great Run. and compete against the world’s first Garmin forerunner 101 The three-year partnership best athletes – as well as raising launching in 2003. will cover all Great Run events millions of pounds for charity. The brand has built across the country for both The partnership commenced strong relationships with the adults and children including the with the Great Ireland Run on running community over the Simplyhealth Great Newham Sunday, April 9, followed by years and understands the London Run, Europe’s biggest events taking place in cities technological needs of runners 10K - the Simplyhealth Great throughout the UK including of all ability. Manchester Run and the world’s Edinburgh, Birmingham, Garmin’s Head of Marketing biggest half marathon – the Manchester, Bristol and London. Richard Daish said: “The Simplyhealth Great North Run, The 2017 series will conclude partnership will enable us to with 57,000 participants. with the Simplyhealth Great inspire even more people to The series has had more than South Run on Sunday, October want to improve their running, four million people take part 22, in Portsmouth. which fits with our brand since it began in 1981, with As part of the deal, Garmin campaign to challenge athletes events ranging from family will also become the Official to beat yesterday.”
www.sports-insight.co.uk
Barry martin 2Pure with news.indd 2 21/04/2017 15:27 34 CYCLING KEEP YOUR CYCLE FROM HARM when you travel Buddy Bradbury explains the benefits of the Bonza Bike Box
ith the rise in triathlon and recreational W cycling, how do you protect your expensive bit of kit when you travel? Buddy Bradbury thinks he has the answer. He is the Director at Bonza Bike Box and believes his product provides the solution. The Bonza Bike Box has been strength and durability to be able tested to survive the most serveer to withstand the frequent impacts and whatever travelling traveller of today. can throw at it. “We are also talking to Weighing-in at just over 12kg, various airlines about how it has great impact resistance and restrictions will affect future bike provides a high level of durability box travel.” and toughness while keeping as Bonza Bike Box also has a hire light as possible. side of the business for those who Key features include lockable do not travel as much. catches, internal Velcro straps, The box was designed with ease high-quality foam protective in mind and we wanted to make padding, anti-crush technology sure anyone and everyone can feel and easy-glide high-quality wheels. comfortable packing his or her own Bradbury said: “With the bike into the Bonza Bike Box. growth of different wheel And looking to the future size configuration, we have Bradbury is confident that he can implemented a large enough grow the business. mould, allowing for an oversized deliver triathlon, sportive and something different to the market. to start up something new. He said: “We have seen so protective wheel cavity to running events. “The luggage market is He said: “It took about a year many businesses start off and go facilitate most available wheel This helped him come up with huge and massively untapped and to look at the manufacturing and through the direct retail route but sizes on the market, from 26 inch the idea for his business. it's amazing how none of the big although we had some future we believe that focusing on key mountain bike wheels to 29 inch He said: “Over the past few brands have ventured into this area. ideas, like any start up, I decided lead retailers like Probikekit and wheels and all road wheels. years we had noticed a lot of “This clearly leaves an to develop a very easy to work with Cadence and having a good online “The size of the box allows enquiries for participants wanting area of opportunity and this is mould that could fit nearly all bikes. strategy we will be able to keep up sufficient space for all makes to hire or buy a bike box but there something I'm looking to harness “I had already been working with demand and keep the retail and sizes of bike and those with was only a couple of brands we in the next year with new bike with a UK-based company that price to a sensible level. integrated seatposts.” could refer to. box developments already in has worked in motor racing and “I am very proud of what we've Bradbury has been “I thought it would be a good the pipeline.” Super yachts to design and achieved in the past year and surrounded by athletes for the idea to investigate the market and Bradbury looked at buying a engineer future boxes that will be want to ensure that we do not get past ten years. He left school possibly launch a brand that can small bike box hire business but even lighter, have additional fragmentation and brand fatigue and got a job with F3 Events who meet the needs required but also add quickly identified that it was easier functionality and have the from discounting too much.” THRĒO launches 2017 collection for female endurance athletes THRĒO, the high-performance in aqua and ‘Herne Hill’ in coral. The range fuses the best triathlon, cycling and running The running range has been technical product innovation with apparel brand for women, has supplemented with the addition an unstoppable style and attitude, released its new collection of a lightweight singlet and high- to deliver a female-first product to ahead of the 2017 season - waisted, compression shorts in help women compete and train at adding nine new product lines. the new ‘Battersea Park’ range. their best. Beyond that, the brand The new styles build on the All products were added to hopes to create a community that success of the 2016 launch range the range following demand from triathletes of all levels can rely on. to offer 17 core styles, each the community. Thoughtful product features, named after a key triathlon Co-founder Rhian such as the unique incorporated training or competition venue in Ravenscroft said: “We learnt a race belt, high-cut waistbands and and around London to reflect the lot in our inaugural season in extra-wide grippers are retained brand’s roots at the heart of the 2016 and have been able to alongside new innovations to London triathlon community. respond to the evolving needs provide superior functionality for New products for 2017 include and requests of our consumers as both beginner and experienced an innovative new triathlon vest we grow the range. female triathletes. and shorts as part of the new “Our community is something THRĒO, is a London-based ‘Windsor’ set, an aqua trimmed we will be focusing on again – with brand, manufactured with the version of the trisuit ‘Eton Dorney’ lots of exciting partnerships and best of Italian sportswear and expansion of the successful activities to come to support innovation and heritage. It is cycling jersey and high-wasted everyone getting out there and founded and designed by female cycling shorts sets with ‘Box Hill’ pushing themselves to new levels.” triathletes for female triathletes.
@SportsInsightUK
Bonza bike box with news.indd 1 21/04/2017 15:31
36 OUTDOOR From extreme to mainstream TOTALOXYGEN plans to extend its range and has big plans for the future
OTALOXYGEN started its core ingredients needed to deal interlinked. Since their conception life in the world of extreme with most conditions had to be wingsuit pilots have been flying with Tsports, mainly wingsuit put together, so with this in these products all over the world. flying and base jumping. mind softshells had waterproof There are always new flights on The UK has some of the lamination, first layers were the horizon but the time between world’s best extreme sportsmen, picked for weight and relationship concept and fruition isn't always so it’s no surprise the company's with second layers that had the that straightforward as planning roots are British. right four-way stretch. can sometimes involve local aviation The first collection it produced The company worked with the authority agreement, and weather was tailored with the nomadic Italian manufacturer Pontetorto to conditions play their part. adventure sportsmen in mind. The produce varieties of materials that Gavin Dunlop, Oxygen sales director, said: “We’ve put a lot of ideas on the table, we’ve had some Gianmaria Bruni, one of a great talks with people around the growing number of ambassadors. world, and some interesting This year TOTALOXYGEN collaborations have been suggested.” aims to get a competitive Although the idea of doing International British team out something closer to home is to the mountain running series, appealing, the company wouldn’t although it is too early to be drawn on its next project. You consider taking on events can follow them on the usual under its own name. social media channels to find out Dunlop said: “We are a relatively about their latest projects. young business so it’s important to The recent launch of the take it one step at a time but we do mountain running range has in see a place for TOTALOXYGEN some ways brought the brand sponsored events at some point.” closer to its first mainstream sport As far as the future is and is seen as a natural next step. concerned looking at other markets The idea is to rapidly expand is inevitable but for now there is the range with second layer and plenty of consolidation to be done. lightweight waterproof layers. He added: “We have a lot of Interestingly, some of the new work to do on the current range products were spotted in Monaco expansion and further performance recently, worn by racing driver products, bringing in women’s wear
@SportsInsightUK
TOTALOXYGEN.indd 1 27/04/2017 14:53 NUTRITION 37
portives are becoming more and actually needs to be combined and more popular in the with a training taper to maximise Scycling world. fuel stores on the startline. They are a non-competitive He said: “Riders should be long-distance cycling event and reducing the training volume can be up to 100 miles long. and intensity up to the week They are to cyclists what a before the event. marathon is to a runner, riders “If you typically rode 40 will go out and try and beat their miles a day, you would ride 40 on personal best times. the Monday, 35 on the Tuesday, Sportives also take place on 30 on the Wednesday, 20 on the stages where famous races, such Thursday and then on the Friday as the Tour de France and Tour of and the Saturday do even less Britain, are run, adding to their training at a low intensity. popularity. “While tapering the amount Dr Rob Child said: “Sportives of carbohydrate consumed are a big challenge for most people. should be progressively increased, “Frequently they follow the so for the last two days before same route raced by professional the event you should be looking riders, but for most recreational to consume about 600g of riders it will be their longest ride carbohydrate a day.” of the year. He suggests that the “So it is vital to get preparation carbohydrates don't just have to and fuelling right as there is a big come from pasta or rice, but can also need for carbohydrates because come from bread, noodles, potatoes you are working at a high intensity and even cereal like cornflakes, over a long period of time.” sugar puffs and rice crispies. Riders should work out their Breakfast on the morning of the fuelling strategy during training and event could include muesli with not try new products, such as gels, some fruit, or oats porridge with bars and drinks, on the race day. honey, but not refined cereals like Dr Child said: “With well- cornflakes as they don't provide a formulated energy products sustained release of energy. athletes can easily feed in excess Dr Child added: “Two hours of 60g carbohydrate per hour before the event it would be good “Bearing in mind a SiS Go KEEP to take Go Hydro tablets to ensure Istonic Evergy gel has 22 grams optimal hydration at the start. of carbs and Go Electrolyte drink “Then 30 minutes before the provides 36g of carbs – feeding rates start a Go Caffeine Shot provides in excess 60g carbohydrate per hour the perfect way to mobilise body can easily be achieved with two gels fat to burn as fuel. This benefits and one bottle of Go Electrolyte. FUELLED performance by sparing valuable “This will ensure your race carbohydrate stores, giving you fuelling provides the maximum if you want to be at your best more energy for latter stages of amount of carbohydrate your body the sportive.” can absorb without stomach upsets. The rider will also have to “SiS produced the world's Dr Rob Child, Science in Sport's chief take into account the route of the first isotonic gel, which means sportive and what the terrain is it is in balance with body fluids. scientific officer, examines what's needed going to be like. “The key benefit of this is that Dr Child added: “In terms of optimal rates of carbohydrate to help riders prepare for a sportive challenges on the course, there intake can be achieved without might be a big climb, so it would risk of stomach upset. Eating “For example, if it's a hot trialled in training and certainly carbohydrate electrolyte drinks. be useful to take an SiS Go Energy 60g of carbohydrate an hour is day you are going to have a shouldn't be rigid. This will simultaneously help meet + Caffeine gel half and hour normally quite difficult during higher reliance on fluids as your “If you do your training in the needs for energy and hydration. before. Taking caffeine gels in the exercise and products which carbohydrate source. the winter months and you ride “Many people do their training last 30 to 90 minutes of a sportive aren't isotonic often cause “While on cold day you might eat the sportive in the summer, and for a sportive at a low intensity is also a good precautionary bloating and stomach cramps. more bars or gels to hit carbohydrate its a super hot day, you should than they ride the event which can measure helping ensure that you “The fuelling strategy for a intakes of 60g per hour. automatically think about dropping result in unexpected problems. can finish strongly.” sportive can be tweaked on the “Whatever fuelling strategy out some of the solid carbohydrate “As you up exercise intensity In preparation for the event day in line with race conditions. you choose it should always be and replacing them with blood flow to the stomach and recovery also can't be overlooked. the whole digestive system is Dr Child said: “Taking protein actually reduced. So just because and carbs immediately after each you can eat something when your training session will increase chugging along at 14 mph doesn't the speed of recovery so you are necessarily mean the same foods ready to give 100 per cent in your will work equally as well when you next session. are riding hard. “You might take REGO Rapid “So matching your food Recovery, especially after harder intake with your exercise rides, or use Whey20 as an ultra intensity is something you need convenient source of quality to practice in training. protein 'on the go'. “For a lot of people that steers “After easy rides good recovery them more towards gels and might mean having a meal ready to drinks with less of an emphasis on warm up, or something as simple as bars and other solid foods.” a chicken sandwich. What should However, Dr Child suggests never be overlooked is that good that fuelling needs to begin before recovery means you should eat as the rider takes part in the event soon as possible after exercise.” “Frequently they follow the same route raced by professional riders, but for most recreational riders it will be their longest ride of the year.”
www.sports-insight.co.uk
Nutrition.indd 2 21/04/2017 15:36
MY SPORTING LIFE 39
HELLO TIGER Shark-infested waters don't worry Beth Beth French is taking on the arduous Oceans Seven Challenge and talks to Tony James about her life and experiences
hen a seven-foot tiger Channel near mainland Los To survive a regime which heard about a woman swimming to control her health problems and shark loomed out of the Angeles in 19 hours, took nearly 18 would put the average mortal into to France and from then on, my take on some of the most gruelling W depths of the Hawaiian hours to swim the 28-mile Molokai intensive care in ten minutes flat on dream was to head out into the challenges in water-sport. sea to swim beside her at arm’s Channel in Hawaii and completed a good day, French uses an intensive ocean and just keep swimming to “Life has become a true length, Beth French wasn’t the 16 miles of the Cook Strait form of meditation she learned the horizon and beyond.” adventure in the years since particularly bothered. “It seemed between New Zealand’s North and when ordained as a Buddhist nun in It was a dream that would be the wheelchair,” she says. “I live pretty laid back” she remembers. South Islands in nine hours. Thailand in her twenties. Not many cruelly shattered when French symptom-free now although I have “If it had got a bit twitchy I might Not bad for someone who people can say that. was diagnosed with glandular changed my life to stay that way. have worried.” until she was 17 was confined to a She said: “When you start to fever at the age of ten but it was There are certain kinds of stress to Friends confirm that it would wheelchair with ME and told she swim it’s 40 per cent mind and soon apparent that there were even which my immune system reacts. take more than a visit from the would be an invalid for the rest of 60 per cent body. After about 12 more serious problems. At times “But the relentless nature second most dangerous shark in her life. hours that switches to about 60 per she was so weak that she had to be of ME has created my drive to the seas to deflect the 39-year-old French credits her eight-year- cent mind and 40 per cent body. spoon-fed by her mother. survive - cold water is not as single mum from making sporting old son Dylan with triggering what Towards the end of the swim it’s 80 “No one knew what was really uncomfortable as the ache of history by swimming seven of many considered an impossible per cent mind and 20 per cent body. wrong - test after test came back fatigue and the dogged nature of the world’s most dangerous sea dream. “I’d just become a single “You have to have a very negative. Then at 17, I woke one recovery allows me to keep going channels in less than a year. mum, which I’d never intended to strong mind to cope. You do get morning and was unable to get out of long after good sense and reason Taking on one of the most be, and I wanted to show Dylan tired and end up hurting – these bed. I was in a wheelchair for a year dictate I should get out!” daunting challenges in sport, that anything is possible and you things come and go. You have to and at times was totally bedridden In May, French tackles the French admits that every stroke can achieve whatever you want.” keep thinking: ‘I’m not there yet’ and was comatose for days on end.” eight-mile Strait of Gibraltar, tests the boundaries of what is Soon afterwards, French and just keep on going.” Eventually ME was diagnosed with its heavy shipping traffic possible in endurance swimming. swam the English Channel, The worst swim so far has and French was told there was and fierce tidal currents, followed For a start, no one has ever followed in 2014 by the first-ever been the Catalina Channel. “I had a no alternative to total rest for by the 12-mile Tsugaru Strait completed the Oceans Seven crossing of the 26-mile stretch 24-hour tummy bug and was feeling the remainder of her life. “I in Japan, the 22-mile North Challenge swims in a year - in of water from Cornwall to the pretty wretched. There were strong would have to give up education, Channel from Northern Ireland fact only six people have done it in Isles of Scilly. The swim in rough winds and currents - it was a very sport – everything. It was pretty to Scotland - reckoned the world their lifetimes. conditions, took just over 17 hours. long 19 hours! I had to make two devastating, to be told you are on a most difficult to swim – and The epic swims challenge every The stage was now set for the big attempts on Cook Strait because the downhill slope with no cure – and finally the English Channel. aspect of human frailty - near- one – the Ocean Seven Challenge. currents carried me off course. your future wiped out.” In fact swimming is only part freezing water to exhaustingly hot, In the run-up, French took “The current were also pretty “I just couldn’t accept that. I of the challenge. Despite £150,000 bad weather, strong tides, rough seas, a perverse pleasure in doing evil in the Molokai Strait but I was was so angry that life had put me in from a crowd-funding campaign, vicious currents, busy shipping lanes, everything the hard way. Her doing ok until the shark came along. this situation and was determined finance for the project – which to say nothing of whales, sharks, solitary winter training was done At the time I found it surreal rather to do something about it.” is raising money for the charity jellyfish and other assorted predators without a wet-suit in water as cold than frightening, but afterwards I She made it her mission to find Action for ME - is tight and French on the lookout for a seafood takeaway. as five degrees. Just to make things realised I’d been pretty lucky.” an alternative lifestyle, travelled is looking for sponsors who could French is already almost even more difficult, she towed her French was the definitive water- and studied abroad for eight years, become involved in a documentary halfway through her staggering son Dylan in a dinghy.”It’s all about baby. “I was the kind of kid who and was ordained as a Buddhist film being made of the epic swims. endurance challenge. pulling your body around, finding would jump into a puddle or even nun which involved intense To find out more about Beth Since last October she has where the weaknesses are and into a bucket if it had water in it. meditation and other techniques French and sponsorship visit conquered the 21-mile Catalina strengthening them up.” “When I was about eight I which, she says, have allowed her bethfrench.co.uk
www.sports-insight.co.uk
My sporting life.indd 2 21/04/2017 15:36 40 COLUMN WILL NIKE CREATE ANOTHER ICON in the Breaking2 attempt? Paul Sherratt, of Solutions for Sport, takes a closer look at the attempt on a sub-two hour marathon.
ike co-founder Bill various signposts along the Nike continued to develop new preparation and testing: three comes from a patented carbon Bowerman was having way when it comes to product technologies and, combined with top distance runners—Eliud fibre insert that is reported Nbreakfast with his wife development. shrewd athlete endorsements, Kipchoge of Kenya, Lelisa Desisa to dramatically change the one morning in 1971 when it The Waffle Trainer indeed grew to the force it is today. of Ethiopia, and Zersenay Tadese performance and profile of dawned on him that the grooves sits in the category, however it is Many of you, of course, of Eritrea. the shoe. The plate acts as a in the waffle iron she was using perhaps the Nike Air that is the already know this. The track has been chosen – ‘stiffening element’ according would be an excellent mould for a true legacy product. So what? I hear you say. the Autodromo Nazionale Monza to Nike’s design team, yet its running shoe. Back in March 1977 a former Well maybe, just maybe, complex, a racetrack outside impact on the shoe as a whole is Bowerman, who was a track NASA engineer, Frank Ruddy, and the next major chapter in this Monza in northern Italy, where perhaps more important. The and field coach at the time, had his business partner Bob Bogert story is upon us. the surface is asphalt and speed is curve of the plate changes the foot been searching for a way to make sat in the Nike conference room certainly king. shape in the shoe, placing it more shoes lighter and faster and was presenting their new idea – to Breaking2 But what about the shoes? in the toe-off position and this inspired by his waffles! inject air into a running shoe. As a part-time runner, I was There were rumours about does a couple of key thing; it helps Several ruined waffle Phil Knight recounts the intrigued by the news that Nike a Nike shoe being created for improve on running economy due irons later, and after much story in his autobiography – Shoe had embraced the challenge to the event, with suggestions that to reducing the strain on the lower experimentation, the Nike Waffle Dog - “I set down the shoes and break the two hour marathon its sole would contain a special leg thus delaying the onset of Trainer launched in 1974. gave Rudy a closer look, a full mark – “Breaking2”. spring, which would circumvent fatigue and it allows for increased Nike was on the way to head-to-toe. Six-three, lanky, with A huge barrier that the rules of the athletics cushioning in the shoe without a becoming the multi billion dollar unruly dark hair, bottle-bottom The world record, currently governing body, the IAAF. loss of performance. company that it is today. glasses, a lopsided grin, and a standing at 2:02:57, set by Dennis However, having now been The foam that covers this severe vitamin D deficiency, I Kimetto of Kenya in 2014, is no unveiled, it's now clear that the increased cushioning in the Nike Air thought. Not enough sunshine. easy task to break. new Nike Zoom Vaporfly Elite midsole has been improved too, When one looks back at the Or else a long-lost member of the To put this into perspective, to will instead have an internal as Nike’s Zoom foam becomes history of the brand there are Addams Family.” break the magic mark gently curved carbon-fibre plate ZoomX. What does this mean? Perhaps not the image one would mean running to minimise energy loss without Well, apparently an 85 per cent thinks of behind one of the at an average of causing cramping in the athlete. energy return compared to the world's best-known shoe 4:34 per mile for Along with Flyknit, typical 60-70 per cent. This technologies, but nevertheless 26.2 miles. Flywire and other makes a big difference over in 1978 the Nike Air Tailwind The athletes established 26.2 miles. was launched. have been chosen Nike design And then there's the heel As the 1980's progressed - after more features, shape. This is the result of and the global trainer market than two years of the major aerodynamic testing where a gained momentum, so research, advance design driven by data has shown the tapered heel is there to improve the way the shoe cuts through the air. All these elements, Nike believe, will give the athletes maximum assistance in the record breaking quest. Conclusion It remains to be seen whether the goal is finally achieved – it looks like the first weekend in May is the anticipated target date – and it also remains to be seen whether the Nike Zoom Vaporfly Elite will join the Waffle Trainer and Nike Air as an iconic shoe. One thing's for sure: technology will continue to evolve and records will continue to be broken...all thanks to a waffle iron!
@SportsInsightUK
Sherrat Nike 2.indd 1 21/04/2017 15:39 TECHNOLOGY 41 Want to make some extra cash? Get into the transfer market Do you want to find an additional revenue stream for your business? Then Jim Nicol, managing director of TheMagicTouch, thinks he has got just the thing to put some extra cash in your pocket.
heMagicTouch are celebrating 25 Nicol said: “We presented some training needed and installation to get a years of business in the UK built on balls to local clubs here in Dunstable business up and running. Timage transfer innovation. Nicol with players' faces on. They have, for the last seven years, said: “The benefit to the sports retailer is “Once we set about the idea of player run training courses at their Dunstable the ability to offer personalisation over a of the year and top goal scorer, suddenly headquarters. vast range of products. it then dawned on us, the leavers. Nicol added: “We provide training The decoration of sportswear, “If you are able to say hey, that is the courses for people here and they are workwear and even fashion garments is ball for this season and all the key oversubscribed. easy. But in addition, the user can players' photographs are on it, who “We don't just sell the equipment, produce personalised mugs, umbrellas, knows, in 20 years time people might go we also hold these two hour sessions bags, holdalls, award plaques, coasters there's me and there's Gazza.” which show customers what the and much more. And Nicol is adamant that it doesn't equipment can do.” The personalisation market take much to get up and running in the And the company is always continues to grow and the sports retailer personalisation business. innovating – they now produce tattoo is in a great position to benefit as it He added: “Over the years the cost of transfer paper. If a club is going on widens the range of services on offer.” this technology has come down, it's tour they can get a club crest or motto TheMagicTouch recently picked up basically a printer, some software and a for all the team to have, another the Best Image Transfer Product at heat press and we bundle it all together. revenue stream. Trophex 2017, the UK's premier “If someone wanted to get into this Another sector that can be looked exhibition for the awards and tomorrow its going to cost them £500 – a at is B2B – with work clothes and recognition at the NEC, for their latest little mug press and a little sublimation promotional items. image transfer innovation. printer – it gets you making mugs within Nicol added: “If someone wanted Using the latest in toner-based two hours. branded umbrellas for a golf tournament transfer technology, the company has “Al you need is a square metre space then we are able to do that as well. developed a new process to personalise – desktop printer, you connect it to your “And you can use them as football, rugby and various other sports computer, and a heat press and that's it.” promotional devices for your shop balls with full colour logos and images. TheMagicTouch provide all the as well.”
www.sports-insight.co.uk
magictouch.indd 2 27/04/2017 14:50 42 ANALYSIS
How do you fare in the BUSINESS RATES REVALUATION? Paul Clapham looks at business rates
re you a winner or a loser? supermarkets which are winners. That number is set to rise by I mean that in relation According to research from almost 10,000 more companies. A to the business rates the Centre for Cities think tank, There are moves afoot to revaluation. It’s an issue the greatest decline in business persuade the London mayor, Sadiq attracting not just lots of column rate payments will be found in Khan to put a moratorium on centimetres in the press, but Lancashire. that increase. If you own one of collective column metres. Business owners in Blackburn the affected businesses you could The government has now can expect to see their bills cut by move out of London. Reading revalued all 1.96m business a quarter on average, and those in would apparently be a poor choice properties in the country. Blackpool can plan on a similar because it looks like being the From April 2017, rateable reduction. hardest hit apart from the capital. values will be based on a property’s As a general rule the Southend, on the other hand, rental value as of April 2015. expectation is that most will have about 70 per cent of Revaluation has been delayed, businesses will benefit. its businesses exempted from meaning that new business rates However, there is a North business rates. Fancy going to will reflect changes in property South divide on this. After the last work on a scooter, anyone? prices over seven years. That valuation businesses across the Better still, you could move to could potentially double the rates North, the Midlands and Wales the far South West. Some towns of some business properties. had been overpaying, whilst there lost 30 per cent of property Business properties with a those in the South East had been valuations, with similar reductions rateable value of under £12,000 undercharged. in business rates about to apply. will be removed from the system Predictably, therefore, it’s Especially if you decided to altogether, and a yearly rate London and the Home Counties develop online business, Cornwall increase cap has been set to soften where the shock horror stories are could be a good choice. the impact of rate increases on coming from. Some years ago they invested small businesses. London losers. That’s a phrase an EU grant in high speed Despite previous assurance you rarely see, but, because broadband. Whatever you’ve from the Department of between 2008 and 2015, property read, there are affordable homes Communities and Local prices in London increased by available in Cornwall, especially if Government that no small more than a third, the capital’s you’ve sold one in the South East. business would see an increase small businesses could be If you don’t like your valuation above five per cent in the hit hardest by business rate you will have to go through the revaluations, figures have shown re-assessment, following that ‘check challenge appeal’ process. that in some cases, business rates huge growth in property value. The check stage ensures that could be doubled. I have read of Three-quarters of business relevant facts are agreed with one case of a 173% increase. owners there have cited rate rating adjusted as appropriate. So, overall, who are the increases as the single biggest The challenge stage allows winners and losers under the new threat to business survival. you to set out your case for a lower business rates system? The average small business rating backed by supporting The “big four” UK expects a bill of £17,000 over evidence. The appeal stage allows supermarkets – Asda, Sainsbury’s, the next five years. you to appeal to the independent Tesco and Morrison – are set to be The Institute of Fiscal Studies Valuation Tribunal for England. some of the biggest winners after says that London business rates Before you start that process, the business rates change. will increase by some 11% above read the information on the Favourable reassessment saw inflation over the next five years government website. Do a google the rateable value of the average compared to a 10% reduction in search of ‘check challenge appeal’. superstore fall by 5.9 per cent the north. It has been criticised as too – £79,368 on average for each store. The Federation of Small complicated. I disagree. The big four will enjoy Businesses (FSB) has called for Certainly it is long and significant savings on the business the entry threshold to increase detailed, but so it should be. When rates change from April 2018. to £20,000 for inner London and you do that google search you By taking £173m off the £15,000 for outer London. will see details of lawyers and combined rateable value of the A divisive issue for some others punting their services. country’s biggest supermarket London businesses is the I recommend wariness. This units, the average superstore can Crossrail Levy of four per cent happened at the last revaluation expect a tax saving of £38,000. on the 47,000 businesses with and some firms were closed But it’s not just the a rateable value above £55,000. down for dodgy practice.
“The “big four” UK supermarkets – Asda, Sainsbury’s, Tesco and Morrison – are set to be some of the biggest winners after the business rates change.”
@SportsInsightUK
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he Elite Sports the future holds within this area.” Performance & Industry giants Woodway, TRehabilitation Expo is creator of the revolutionary coming to the ExCeL. Woodway treadmills and The event, to be held in distributors of Wattbike and London on June 7-8, brings two SciFit, will be exhibiting at Elite days of expert speakers, next- Sports Expo 2017. generation sports technology THE BEST Pain Solutions will be and the latest equipment from the showcasing their mobile Cryo elite sports industry. in elite sport performance and chamber – one of the first of its Elite Sports Expo gives kind in the UK. The chamber is unrivalled access to the best from perfect for treating sports teams, the elite sports sector and all you rehabilitation comes to London as the therapy unit can be brought need to do to be a part of it is to the side of the pitch/court. register for your free ticket at The Future Gym Arena has www.expoelitesports.co.uk. director, said: “Elite Sports Expo be among those running seminars. when her attempt to row the been reimagined for 2017. A Fifty CPD seminars will give gives you the tools to find the one British Rowing legend, Hannah Atlantic in 2013 was beset by a premier platform, showcasing the you the chance to learn from some of per cent between winning and Lawton will hosting two seminars series of problems. This year, latest innovation and covering the best sporting minds in the UK. losing. So don’t miss the sports at Elite Sports Expo. The first Hannah prepares to complete every area of your training needs. Talented speakers will be rehabilitation masterclasses exploring the reliability of Talent the voyage with the charity From premium weights and shedding light on their practice being run by industry giants, ID in predicting elite athletes – group that she co-founded, cardio equipment, to cryogenic and training methods; guaranteed Thor, the live demos running she’ll be giving insight into Inspirational Friends. She will therapy chambers and innovative to provide you with insight on how throughout the show and the how Talent ID coaches are able be bringing her boat, Sedulous mobility and recovery tools. you and your athletes can train relaunch of our Future Gym to sift the best from the good, to Elite Sports Expo. Your free Elite Sports Expo smarter and recover faster. Arena – this is your chance to and her methods of judging She said: “The show looks to ticket will also grant you entry to Over 150 exhibitors will be get in on the latest methods and ‘talent’ when meeting someone be interesting and diverse, our adjoining shows: COPA and bringing with them the best new tech being adopted by the best for the first time. showcasing an array of aspects the European Neuro Convention. equipment and technology from athletes in the country.” She’ll also be shedding light on within performance sport and All shows are CPD accredited and the sporting industry. Leicester Tigers superstars what she learned about the rehabilitation. I can't wait to be offer relevant opportunities from Eddy Lawrance, event Matt Parr and Pete Burridge will mentality of overcoming failure involved, and to see and hear what the worlds of neuro and sports.
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elite sports.indd 1 27/04/2017 14:49 RETAIL 45 Filling your order is only a few clicks away Rob Hunt, RFE International's UK sales manager, explains their new ordering system
few clicks is all you'll need to order as much or as little as they want. there is a big gap in the middle, for fill your store with RFE “Everyone has their own unique specialists or reasonably-sized A International's new digital log-in, so for STAG Buying Group independents, that wanted to buy a bit ordering platform. members, for example, it will all be more in bulk for a better price. RFE is a global sports and fitness set up for STAG pricing. Other “The pricing from Venlo is company specialising in the design, independent customers will have also basically between 40 and 50 per cent manufacture, marketing and sales of a have their own unique access as well.” discount from RRP, but if you take the comprehensive range of fitness The ordering platform allows a Shanghai option it’s up to 65 per cent equipment to both the commercial and great deal of flexibility for RFE discount from RRP. home markets. customers, allowing them to mix and “This gives the customers the With a distribution network match their orders, have access to full ability to get close to the direct pricing covering more than fifty countries product descriptions and with the flexibility to mix as much as worldwide, its market leading product specifications, warranties, images, they want. lines are designed and developed downloads and videos. “They could have one of that under some of the top brands within All of this information can easily be treadmill, put a few bikes in there, a the world of sports and fitness, transferred on to an Excel spreadsheet, few benches and it’s surprising how including Reebok and adidas. for example, or if the customer needs to quickly it fills a 20ft container. Its extensive range goes from the upload it to their website platform there “Once you have completed your small, portable accessories such as are ways of doing that too. order, and go to review your basket, it gloves, gym balls and yoga mats, to the For UK distribution, retailers can calculates the order on weight and larger strength and cardiovascular order from the Venlo warehouse in the dimensions. equipment including treadmills, bikes Netherlands, with delivery times “It builds the container for you, and workout benches. within one week. and tells you how much you have filled. And it couldn't be easier for There is also the FOB (Freight On For example if you have filled 75 per retailers to buy new stock thanks to Board) option for container orders cent of a 20ft container, you can go the new on-line ordering platform at from Taiwan, China or Pakistan. This back and add a few more treadmills, www.rfeinternational.com. option is mainly used for discounted benches or bikes etc. Rob Hunt, RFE's UK sales large quantities, such as 100 “In the past it may have taken a few manager, said: “It allows all our treadmills or 1,000 accessories. days to sort out the order, now it's all customers to have instant access to all But RFE also now has the automated and all stock levels are in our brands, all our content and it Shanghai warehouse option. real time, so your order can be fulfilled shows live stock availability. They can Rob said: “It became apparent right away.”
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RFE.indd 2 27/04/2017 14:53 46 UNDER THE COUNTER A sideways look at the world of independent retailing Put your best foot forward for the community
’d never thought that walking should have sacked Norman on the and jockey shorts.” was a serious sport. After all, if spot for that. But Norman had obviously Iyou’ve got to keep one foot on I said that the first time I saw a anticipated that. “It’s all taken care the ground at all times you’re not group of Nordic walkers I thought of,” he said. “The cake shop next to going to get very far, are you? how sad it was that so many young the cattle market is sponsoring the According to Wikipedia, (and people nowadays needed walking kit. The T-shirts are really smart. who are we to doubt it?), most of us sticks, and I’ve had no reason to They’ve got ‘Take home a tart for apparently manage to walk the revise that view. “And another the weekend’ on the back.” equivalent of three times around the thing,” I said, getting in my stride I thought it couldn’t get worse, world in an average lifetime without so to speak, “in our day we never but it did. I was banking on my wife needing the triple-force Kevlar mid- had all these fancy trainers. to put her foot down and say that soles, rigidity stabilisers or padded “Those we got from Uzbekistan for a man in my condition to walk ankle-cuffs that have been gathering with the digital lace-holes cost more ten miles was tantamount to dust in our shop window. than the down-payment on my Aunt suicide as I was more than likely to It was my assistant Norman Madge’s Co-op cremation, and she have a heart attack before actually who persuaded me to originally had mahogany handles. I did all my reaching the start line. buy the fancy shoes and other running in a pair of black daps (three What she actually said was that walking paraphernalia after he shillings and sixpence). I’ve still got the sooner I started running round had read somewhere that serious them somewhere. Good as new.” the sewage-works the better, walking could add months to your “You’d better look them out,” although it would be sensible to get Ranieri and which consisted The turn-out had exceeded all life. I did point out that in that case Norman said. “I’ve entered us for some decent life-insurance and sign mainly of hopping from one foot to the organisers’ expectations. A lot when you’re 85 you’ll be spending the veterans’ ten-mile charity walk the body-parts donation form that the other and swinging the arms of the entrants hadn’t walked an extra five months in a nursing next Sunday in aid of the drop-in had been lying around for ages. like someone sending a semaphore competitively before and were home at £1,000 a week. But by then centre’s anger-management She then rang Norman and message from the Titanic. looking for all the help and advice it was too late to cancel the order. workshop extension. You’re always asked him to work out a training My first swing dislodged a heavy they could get. Norman said competitive saying that the shop should do programme. “Make it Thursday ornament from the mantelpiece and The shop’s been really busy walking has a very long history, more for the community.” evenings,” I heard her say. “Then I my first hop sent me reeling behind this week. After all, as I keep and heritage was a good seller It took a strong coffee and a sit can watch ‘Neighbours from Hell’ the sofa with a twisted ankle and all telling people, walking is a serious these days. Adam had been a very down in stockroom to come to rather than having to sit through the makings of mild concussion. sport and it’s only good sense to use fast walker - after all, he was first terms with what Norman had done darts from Belgium on Sky Sports Saved by the bell. the best equipment you can get. in the human race. If he hadn’t – and think of some way of getting or curling from Dundee.” Norman said he realised So if you’re looking for triple- been under suspended notice since out of it. The best I could do was: Norman didn’t need any how disappointed I must be to force Kevlar midsoles, not to that disgraceful business with the “I’ve no proper kit, for one thing, encouragement. He produced a miss out on the walk, particularly mention rigidity stabilisers or protective cricket equipment at the and I’m not walking through the sheet of exercises he claimed had as he had won a box of chocolates padded ankle cuffs, you should really 1979 office Christmas party, I shopping centre in my string vest been recommended by Claudio for coming last. buy them while our stocks last.
@SportsInsightUK
Under the counter.indd 1 27/04/2017 14:54
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