Cover 14/3/11 10:14 Page 1 SERVING THE SPORTS TRADE IN THE UK AND ROI Sports £3.50 MARCH 2011 Insight THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS Creative Coaching Equipment FOR MORE DETAILS TURN TO PAGE 49 www.zsig.com INSIDE THIS ISSUE DIGITAL SIGNAGE UNICORN KASPER SCHMEICHEL IN SEASON HOW THE LATEST MULTIMEDIA PLANNING TO REMAIN TALKS FATHERS, FOOTBALL AND FOCUS ON SUPPORTS, RACQUET TECHNOLOGY CAN BOOST SALES 'TOP OF THE TUNGSTENS' THE SCIENCE OF GOALKEEPING SPORTS AND INDOOR PURSUITS NEED RETAIL LOGISTICS? 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Multiple markets, incredible versatility, tremendous durability, abiding quality: a product you will sell with reassuring ease and confidence. Orders & Enquiries please contact: + 44 1306 883 240 - [email protected] PERFORMANCE TEAMWEAR NEW COLLECTION www.gamegear.co.uk t: 01332 85 83 85 Oxyfit:Layout 1 11/3/11 16:12 Page 1 Contents 11/3/11 11:14 Page 2 IN THIS ISSUE Contents 03.11 E-CATALOGUES & BROCHURES To view the latest trade e-catalogues and brochures, ABC Certification SportsInsight visit www.sports- working with insight.co.uk. Sports Insight has a current ABC certified circulation of 5,503 (audit period July 1, 2009-June ONLINE COMPETITIONS 30, 2010). The Audit Bureau of For more details on the latest Sports Insight Circulations (ABC) is an independent audit watchdog online competition visit www.sports- that verifies magazines’ circulation figures, providing insight.co.uk and click on the competition tab accurate and comparable data for advertisers. for your chance to win. ABC Certification demonstrates a media owner’s integrity, in their willingness to be audited and to WEEKLY E-NEWSLETTER conform to industry standards. Are you missing out on the latest industry news? Then subscribe to the FREE Sports Insight newsletter. Simply go to www.sports- COVER STORIES 32 FSPA FOCUS insight.co.uk and 36 KASPER SCHMEICHEL The latest news from the Federation click on the Talks fathers, football and the newsletter tab. of Sports and Play Associations science of goalkeeping WWW.SPORTS-INSIGHT.CO.UK 60 E-TAILING 38 DIGITAL SIGNAGE How to future proof your web pages to avoid How the latest multimedia technology lengthy, regular and resource intensive can boost sales redesigns 40 UNICORN 66 UNDER THE COUNTER Planning to remain ‘top of the tungstens’ A sideways look at the world of independent retailing REGULARS 10 NEWS IN SEASON Latest headlines, key dates and events 46 INDOOR SPORTS 50 RACQUET SPORTS 16 KIT STOP 55 SPORTS SUPPORTS Essential stock for your shop 26 MOVERS & SHAKERS FEATURES Simon Pickavance, director of 8 BUYING POWER Hy-pro International While more men than women play sport, females spend more on footwear and apparel, 29 FOCUS ON says The NPD Group ERKE footwear, apparel and accessories ranges 42 EVERY PICTURE TELLS A STORY Lauren Fox puts some perspective on the 31 TALKING SHOP conundrum of holograms and sport The Hockey Centre & Ceelect Sports, owned and managed by Allan Jobling and John and 63 E-ASY DOES IT Philippa Hurst Five areas to help grow online sales Editor: Jeff James. Tel: 01273 748675 Group Editor: Ted Rowe All contents © Maze Media (2000) Limited. The views expressed in this Email: [email protected] Publisher: Matthew Tudor magazine are not necessarily those of the publisher. Every effort is made to Assistant Editors: Catherine Eade and Louise Ramsay Art Director: Jim Philp ensure the veracity and integrity of the companies, persons, products and services mentioned in this publication and details given are believed to be Advertising Manager: Keith Marshall Tel: 01206 508601 accurate at the time of going to press. However, no responsibility or liability Tel: 01206 505947 Email: [email protected] whatsoever can be accepted for any consequence or repercussion of Email: [email protected] Designers: Chris Ashworth and Scott Jukes responding to any information or advice given or inferred. No part of this Fax: 01206 500243. Advertisement Art Director: Lee Beecroft publication may be copied, broadcast, interpreted, or stored, in any form, for Advertising Sales Reproduction: Ace Pre-Press. Tel: 01206 797541 any purpose, without the written permission of the publisher. 21-23 Phoenix Court, Hawkins Rd, Accounts: Philip Bale. Tel: 01206 505907 ABC certified circulation: 5,503 Colchester, Essex CO2 8JY Published by Maze Media (2000) Ltd, 21-23 Phoenix Court, (audit period July 1, 2009 to June 30, 2010) Group Advertising Manager: Sam Reubin Hawkins Rd, Colchester, Essex CO2 8JY UK/ROW SUBSCRIPTION: £25/£42.50 for one year (10 issues) 06 SPORTS INSIGHT XPRES CUT ® THE WORLD’S BEST SELLING CUTTER W NPD 14/3/11 11:10 Page 1 SPENDING HABITS Buying POWER While more men than women play sport, females spend more on footwear and apparel, says The NPD Group Even if shopping for clothes or shoes for someone else is not always the simplest of tasks for men, especially when the item is intended for a female relative or friend, not all men feel uneasy when they have a mission of this kind. Consumption R "#$$ % 08 SPORTS INSIGHT NPD 14/3/11 10:50 Page 2 4 5 6 & I 3 ' () # * #$$ " +,R -. + / (% 7 8 #$$)#$$ I 9 9 * "#$$ /, !1# / ! #$$2" !# #$#- #$$2 !2#$$3 & ' % 3 #$$ & R 7 : R , # R * #$$ & & ' - 8 si +,& Evolution ' 9 +,& $)#(((2$ www.sports-insight.co.uk 09 News 14/3/11 10:39 Page 3 ALL THE VERY LATEST IN THE SPORTS INDUSTRY... Send your news stories to the Sports Insight news desk at WHAT’S NEWS [email protected] or call 01273 748675 Dates VFF INTERVIEW INTERSPORT Q4 SHOW You’re pretty accomplished in rehab world, but I MARCH 30-31 would have thought this means you would almost Cranmore Park, Solihull certainly be into providing orthotics and against the barefoot concept? INTERSPORT Q1 2012 SHOW You’d think so, wouldn’t you? But the reality is that JUNE 28-30 orthotics, while having a role for truly broken feet, Cranmore Park, Solihull have very little role in building a functional foot. In fact, they tend to do the opposite. The orthotics and ‘motion control’ industry is based on very shaky ISRA SUMMER SHOW foundations - figuratively and literally; they view the JULY 11-12 feet like the foundations of a building. The problem Heritage Golf Resort & Spa Killenard, County Laois with this is that the body is dynamic and all the best quality research on these orthotic interventions shows that they simply do not work. OUTDOOR TRADE SHOW When you understand comparative and SEPTEMBER 26-28 evolutionary anatomy, it is clear that orthotics can’t Stoneleigh Park, Warwickshire work. Functionally the foot is primarily controlled by the hip and the core musculature. To place a ‘wedge’, no matter how bespoke, under someone’s foot, when INTERSPORT Q2 2012 SHOW SEPTEMBER 27-28 the dysfunctional control is coming from the hip, will result in an unpredictable response. Cranmore Park, Solihull This is a 20th century idea, which is now being usurped, and is the reason why Nike and other shoe ISPO 12 companies are issuing statements and bringing out JANUARY 29-FEBRUARY 1, 2012 models that support the exact understanding I have New Munich Trade Fair, Munich just described. What’s so special about the VFF’s? The person who’s wearing them - you, the wearer, is the technology. The foot has evolved to give massive sensory feedback to the nervous system. Most animals RECORD have four ground scanning devices, but humans decided to rear-up onto their hind legs and halve that to two. Then, to add insult to injury, they put big ATTENDANCE wedges of polyurethane between them and the ground - and still expected to be able to perform with the athletic prowess of our long-lost ancestors. FIGURES FOR For a few hundred million years, animals have not worn shoes, including primates. Yet we have lived on rugged, soft, smooth, hard, wet, dry, soggy, rocky ISPO 11 terrains - and survived in a combative environment. ispo 11 experienced a 25 per cent increase For a few thousand years, we have used animal skins, in visitor levels on 2010 as more than the early prototypes of today’s best minimalist 80,000 people from 106 countries visited brands, to allow us to endure more harsh the Munich show on February 6-9, a environments than our earlier ancestors. But it wasn’t record for the event. been until the 1970s that we started dampening our 2,267 exhibitors filled the New senses and our reflexive capability with thick polyurethane sensory deprivation devices. Munich Trade Fair, prompting Klaus But here’s the clincher: the scientific method Dittrich, chairman and CEO of show says you must disprove your hypothesis.