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INSIGHT£3.50 JULY 2014
UNHEALTHY HABITSTurn back the toxic tideof inactivity, report urges
MARKETING MIXSimple steps to get yourselfsocial media savvy
FOCUS ON EUROPE7 key trends that areinfluencing growth
INSIDE THIS ISSUE
IN SEASONSwimming, racquet sports,nutrition and running
THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS
www.sports-insight.co.uk
Cover_Sport Insight cover 6 QX 1 20/06/2014 14:11 Page 1
THE ONLY TRICK YOU NEED IN YOUR BAG.
– ANDY MURRAY
THE NEW HEAD GRAPHENE™ RADICAL.Andy Murray’s playing style has always been full of surprises. But with the new HEAD YouTek™ Graphene™ Radical, all his tricks come down to one. Thanks to Graphene™, the world’s strongest and lightest material, this racquet offers an optimal redistribution of weight to provide better handling and let you swing with more power. So now with less effort, your game becomes even more Radical.
head.com/tennis
HEAD PRO Players may play with different racquets from the model shown.
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KEEP YOUR COOLPROPEL YOURSELFCOOLMAX® AIR fabrics are engineered to maximize consumer’s comfort with superior moisture management performance, breathability and faster drying times to help the wearer perform their best.
To discover the latestin performance fabrics,visit us at the OutDoor Show, 10-13th July, Stand B4-202Or contact [email protected] +41 22 770 40 49
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@WinmauFollow us on Find us on winmaudarts
A New Era in Dartboard TechnologyAs used at the 2014 Lakeside World Championship
For details of the new 2014 portfolio please visit winmau.com
ADRIAN HILL writes for a wide variety of sports publications and websites. Alsocontributes to BT Sport’s rugby union coverage.
CRISPIN ANDREWS appears regularly in The Cricketer, Inside Cricket, SPIN and WisdenExtra. Loves smashing it over cover for four.
DAVE HOWELL internet specialist and micro publisher, his work has appeared in thenational press, specialist magazines, journals and websites.
FIONA BUGLER a marathon runner and triathlete, she’s also co-founder of the FitnessWriters’ Association and been involved in fitness media for 20 years.
LAUREN FOX contributes to a range of sporting publications. She also runs acommunications agency specialising in marketing, brand development and events.
PAUL SHERRATT is the founder of Solutions for Sport, which provides sales andmarketing solutions for sports brands and retailers alongside business consultancy anddevelopment advice.
TONY JAMES former Fleet Street journalist, co-founder of the Sports Incorporatedagency and author of over 20 books, he specialises in sport and business.
Contents This issue’s contributors
IN THIS ISSUE
Editor: Jeff JamesTel: 01273 748675Email: [email protected]
Assistant Editors:Catherine Eade and Louise Ramsay
Advertising Manager: Keith Marshall Tel: 01206 505947 Fax: 01206 500243.Email: [email protected]
Advertising Sales21-23 Phoenix Court, Hawkins Rd, Colchester, Essex CO2 8JY
Group Advertising Manager: Sam Reubin
Group Editor: Ted Rowe
Publisher: Matthew Tudor
Art Director: Chris Ashworth
Advertisement Art Director:Kevin Dennis
Reproduction:Ace Pre-Press. Tel: 01206 797541
Photography:CliQQ Photographywww.cliqq.co.uk Twitter: @CliQQphoto
Accounts:Sue Carr. Tel: 01206 505903Published by Maze Media (2000) Limited, 21-23 Phoenix Court, Hawkins Rd, Colchester,Essex CO2 8JY
All contents © Maze Media (2000) Limited. Theviews expressed in this magazine are notnecessarily those of the publisher. Every effort ismade to ensure the veracity and integrity of thecompanies, persons, products and servicesmentioned in this publication and details given arebelieved to be accurate at the time of going topress. However, no responsibility or liabilitywhatsoever can be accepted for any consequenceor repercussion of responding to any informationor advice given or inferred. No part of thispublication may be copied, broadcast, interpreted,or stored, in any form, for any purpose, withoutthe written permission of the publisher.
ABC certified circulation: 5,279 (audit period July 1, 2012 to June 30, 2013).
UK/ROW subscription:£25/£42.50 for one year (10 issues).
working with
06 Follow us @SportsInsightUK
COVER STORIES30 Unhealthy Habits
Turn back the toxic tide ofinactivity, report urges
32Focus On Europe7 key trends that areinfluencing growth
38Marketing MixSimple steps to get yourselfsocial media savvy
REGULARS10News
Latest headlines, key dates and events
14Kit StopEssential stock for your shop
24The InsiderBusiness is booming forAbsolute Running inHampshire
26Front RunnersDavid Heasman and SueNayler of The Wholesaler UK
66Under The CounterA sideways look at the worldof independent retailing
IN SEASON44Running50 Rugby54Football58 Racquet sports62 Swimming
FEATURES08Shooting Hoops
The NPD Group appraises the basketball market in Great Britain
28Kevin NicholsonOne of the highest qualifiedfootball coaches in the world
36 It’s Good To TalkHow to use moderntechnology to connect moreeffectively with customers
40Britain’s Best Kept SecretWhat can be done to improve squash sales?
ABC CertificationSports Insight has a current ABCcertified circulation of 5,279 (auditperiod July 1, 2012-June 30, 2013).The Audit Bureau of Circulations(ABC) is an independent auditwatchdog that verifies magazines’
circulation figures, providing accurate andcomparable data for advertisers.
ABC Certification demonstrates a media owner’sintegrity, in their willingness to be audited and toconform to industry standards.
Contents_Layout 1 20/06/2014 14:07 Page 2
visit www.brothersewing.co.uk
These days, everyone could use an additional income. So what better time to add embroidery to your business?The state-of-the-art PR Series embroidery machines are designed to give you the basic equipment to get started, with the flexibility to fit most work places from a spare bedroom to a workshop or retail environment.
• Learn how different accessories can aid your work and open more opportunities enabling you to embroider easily on more challenging items such as sports shoes, caps, bags, belts etc
• See embroidery software in action, enabling you to create your own bespoke embroidery designs
• Look through samples of work that can be created on the machines
• Talk through your ideas with Brother representatives and ask questions.
The business possibilities are endless with the PR series of embroidery machines.
Visit a Road show event and see the machines in action
PR655 & PR1000e
GTS Sewing Machines55a Mewburn Rd, Queensway Shopping Centre, Banbury, Oxfordshire OX16 9PQT 01295 701384
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Lewisham & Deptford S/Mcs181 Deptford High Street Deptford, London SE8 3NT T 0208 692 1077
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N J Sewing2 Pretoria Place, Station Road Polmont, Highland FK2 0UFT 01324 711 333
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Superior Sewing Centre14 Rosemary Lane, Carlisle Cumbria CA3 8PW T 01228 599 880
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Tysons Sewing Machines LimitedUnit 2, Barratt Ind Estate, Park Avenue Southall, London UB1 3AFT 0208 5741 750
24th Jul
J & B Sewing Machine Co LtdCurlew Close, Queensway Meadows Newport, Gwent NP19 4SYT 01633 284 646
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ESC Sewing MachinesUnit 1, 4 Westerton Road SouthKeith, Morayshire AB55 5HFT 01542 887 000
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Hobkirks Sewing Machines Limited126 Darwen Street, Blackburn Lancashire BB2 2AJ T 01254 565 63
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Art of Sewing22 High Street, Eastleigh Hampshire SO50 5LDT 02380 650 808
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CCB Sewing Machines304/306 High Street, Rochester Kent ME1 1HS T 01634 841 597
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Darlington Sewing Machines96 Bondgate, Darlington Durham DL3 7JY T 01325 463 630
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Direct Sewing Machines10 Chapel Street, Redruth Cornwall TR15 2BYT 01209 216 942
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E L Grain Sewing Machines Dom LtdBlenheim Ind Estate, 1-3 Marlborough Court, Nottingham NG6 8UYT 0115 927 1155
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Exeter Sewing Machine Company7 Heavitree Road, Exeter Devon EX1 2LDT 01392 275 660
19thJun
DowlingsUnit 3, Orwell Court, Hurricane Way Wickford, Essex SS11 8YJT 01268 570 248
15thJul
Woodseats Sewing Machines Ltd663 Chesterfield Road, Sheffield South Yorkshire S8 0RY T 0114 255 2822
1st Jul
Road show events!
Stocks Sewing Machines Limited14 Croydon Street, Leeds LS11 9RT T 0113 242 9378
17th & 18th Jun
08 Follow us @SportsInsightUK
ince 1970 the FIBA Basketball World Cup has beenplayed in the same year as the FIFA Football WorldCup. This year is no exception, as Spain will host the2014 tournament in August-September
Although both sports are popular around theglobe, the public enthusiasm and magic the Football World Cupgenerates is incomparable. The success of a national team duringthe Basketball World Cup is not celebrated with such excitement.Furthermore, if we were to ask top football players what theywanted to achieve above all in their career, they would probablyanswer winning the World Cup and the Champions League, whiletop basketball players would say winning the NBA Finals and anOlympic gold medal.
CHANGESFIBA seems intent on making changes to the format of the BasketballWorld Cup in order to boost its popularity around the world andmake it more appealing to players. To avoid a conflict with theFootball World Cup, after 2014 the tournament will take place in 2019instead of 2018 and every four years thereafter. Furthermore, it willfeature 32 teams instead of 24 and the qualification stage will involve
S140 teams in a home and away format.
The Great Britain men’s team failed to qualify for the2014 Basketball World Cup and, along with the women’steam, face a critical moment in their history. In 2007 astrategy was agreed for the period 2008-2013 for bothteams and key goals were defined, which were not achieved.
Neither teams managed to get out of the group stage ofthe London 2012 basketball tournament (the target had beento reach the quarter finals). On top of this, the men currentlysit 22nd in the FIBA world ranking, while the women are 24th.The goal was to break into the top 10 by 2013.
TARGETSUnable to meet these targets, UK Sport withdrew fundingto British Basketball and invested in other sports it believeshave better chances of winning Olympic medals.
Elite basketball teams in Great Britain face lean times inthe years to come, a situation that could be consideredunfair, as basketball is the second most popular team sportfor people aged 14 years and above after football,according to Sports England’s Active People Survey.
The NPD Groupappraises the basketballmarket in Great Britain
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BASKETBALL
09www.sports-insight.co.uk
BASKETBALL CATEGORY SALES PER YEAR (£M)
Source: The NPD Group - GB Sports Footwear & Apparel Consumer Panel
SALESThe poor performances of the Great Britain teamscontrast with growing sales in the basketball category.Looking at the period 2008-2013, sales of basketballfootwear and apparel combined have increased by over50 per cent to reach £38 million for the year 2013,according to NPD’s Online Consumer Panel.
Nike is the market leader in basketball footwear andhas had a sector share of around 50 per cent during thepast few years. adidas is stronger in apparel and led themarket in 2013. Recently, Nike-owned Jordan Brand’sfootwear sales have increased.
In March 2011 London hosted the first regular seasonNBA game in Europe. Following its success, a regularseason game has taken place in England’s capital everyyear, with the next one scheduled for January 2015.
This highlights the growing appetite for basketball in Great Britain, as well as emphasising the global popularity of the NBA, which is the main driver of footwear and apparel sales in the US and internationally.
The NPD Group monitors the sales of sports footwear and apparelin many countries around the world. For more information call the
NPD Group sports team on 01932 355580.
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LOTTO PERFORMANCE AND LEISURE RANGES WILL BE DISTRIBUTED UNDER LICENSE BYFUTURE BRANDS TO FASHION STORES, DEPARTMENT STORES, SPORTS INDEPENDENTSAND SELECTED ECOMMERCE SITES. THE AGREEMENT BEGAN WITH THE LAUNCH OF THESPRING-SUMMER 2015 COLLECTION LAST MAY.
The company is part of the Batra Group, a retail and distribution specialist that has a presence inEurope, North Africa, the Middle East and India. Future Brands is described on the Batra Group websiteas a full service apparel sourcing, brand licensing and distribution enterprise that has highly developedskills in R&D, merchandising, productionmanagement, quality assurance and logistics.
Andrea Tomat, president of Lotto Sport Italia(pictured), says: “The UK and Ireland are twostrategic markets in Europe and are among themost valuable in absolute terms.
“To achieve the best possible results, wehave chosen a competent, well motivated andreliable partner in Batra, which has beenworking in the sports field for decades and isthoroughly conversant with the British market.
“It is well placed to develop our brand in thatmarket, further strengthening brand identity andfully exploiting the authenticity and history ofLotto. Together we are aiming to achievesignificant turnovers and are both eager to takefull advantage of every possible opportunity.”
WHAT’S NEWSALL THE VERY LATEST IN THE SPORTS INDUSTRY...
TWITTERING Sports Insight is on Twitter. For the latest industry news, new product information and details of forward features and special advertising opportunities follow us @sportsinsightuk.
10 www.sports-insight.co.uk
FOR UK AND IRELAND RETAIL CUSTOMERS, THE NEWSITE PROVIDES ACCESS TO REAL TIME INFORMATIONSO STORE OWNERS CAN CHECK STOCK VIA ANINVENTORY SYSTEM, AS WELL AS BETTER ORDERTRACKING, ACCESS TO SALES CAMPAIGNS AND THEABILITY TO ORDER CLOSEOUT PRODUCT. Retail customers can search the web shop by productdescription, type, gender, sport or brand, as well as bycatalogue, allowing them to view all ASICS products in thecurrent season.
The new order tracking process means retailers willreceive an email detailing the status of their purchase fromorder received to order invoice. In-store point of salemarketing material can also be ordered from the site.
“We are constantly reviewing our services for customersto ensure they receive the best interaction possible withASICS at all stages,” Barry Mellis, managing director of ASICSUK & Ireland, says. “Retailers will feel the benefit of a trulypersonalised service.”
To access the site visit http://b2b.asicsonline.com/auk
ASICS launchesimproved web shopFAST FACTS
RUNNING● 80 per cent of corerunners* state that fitness istheir main motivating factorto run. Source: SMS INC - RunnersWorld Core Runners Survey.
FOOTWEAR●Only five per cent ofspeciality running dealers’shoe income stems frommodels priced £130 plus - 63per cent comes from modelspriced at less than £100. Source: SMS INC SpecialtyRunning Retailer Trends 2013.
●Running shoe sales accountfor 58 per cent of specialityrunning dealers’ income. SMS INC Specialty RunningRetailer Trends 2013.
●ASICS and Nike are the firsttwo brands that core runnersthink of in association withrunning shoes. Source: SMS INC - RunnersWorld Core Runners Survey.
●Most core runners buy newshoes every 6-12 months. Source: SMS INC - RunnersWorld Core Runners Survey.
● The average core runnertypically spent £80.17 on thelast pair of running shoesthey purchased. Source: SMS INC - RunnersWorld Core Runners Survey.
*Core runners are those who run on atleast 12 occasions each year.
Information provided bySPORTS MARKETING SURVEYS INC.IN
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“YOU GUYSREALISE YOU’REFOLLOWING ABALL, RIGHT?”TWEET FROM @BRAZUCA, THE ACCOUNT OF THE OFFICIAL WORLD CUP MATCHBALL, AFTER IT REACHED AMILLION FOLLOWERS.
News_News 1QX (lewis) 20/06/2014 15:17 Page 1
A SPORTS HELMET THAT RAISES THE ALARM IF APLAYER SUFFERS CONCUSSION IS BEING DEVELOPED ATTHE UNIVERSITY OF BRIGHTON.
It carries sensors that pick up changes to skull pressure,switches on a red light if a concussion is detected andflashes red if there are signs of serious injury. Players andreferees would instantly see the light and call for medicalassistance, while coaches and doctors on the touchlineare alerted via a signal from the helmet to laptops, tabletsand smartphones.
Nik Hannay (pictured), a final year sustainableproduct design student, came up with the idea during avisit to the USA. His research revealed there are 100,000concussion injuries in the NFL every year and 60 per centcome from head to head clashes.
The helmet, called Contego, includes a transparentpolycarbonate visor that improves peripheral vision, butalso shows more of the head and face to the opposition.
Hannay explains: “Players will see exactly what they arecrashing into - people’s skulls - and the idea is to discourageplayers from using their helmets as offensive weapons.”
He has developed Contego mainly for American footballplayers and is in contact with a USA helmet manufacturingcompany, which is watching developments closely.
Hannay, who co-owns a graphic design company,sees potential for the technology in other sports,including boxing, cycling, lacrosse and ice hockey. 24 andfrom Brighton, he graduates this year and his ambition isto work as a designer for a leading sports equipmentmanufacturer.
UK CONSUMER WATCHDOG THE COMPETITION ANDMARKETS AUTHORITY HAS CLOSED THE CASE RELATINGTO NINE ALLEGED ANTI-COMPETITIVE AGREEMENTSBETWEEN DB APPAREL UK, DEBENHAMS, HOUSE OFFRASER AND JOHN LEWIS, SAYING THERE WAS NOGROUNDS FOR ACTION.
The case centred on allegations that DB Apparel attemptedto inflate the prices of its Shock Absorber sports bra rangestocked in the department stores between 2008-2011.
Send your stories to theSports Insight news desk [email protected] or call 01273 748675.
INTERSPORT Q1 2015 SHOW September 24-25, Solihull
SPORTS SOURCE ASIA October 29-31, AsiaWorld-Expo, Hong Kong
STAG UK WINTER BUYING SHOWNovember 23-24Four Pillars Hotel, Cotswold Water Park
DIARY DATES INTERSPORT Q3 2015 SHOWDecember 2-4, Solihull
ISPO BEIJING 2015January 28-31, China National Convention Center
ISPO MUNICH 2015February 5-8, New Munich Trade Fair
SMMEXMarch 9, Wembley Stadium
11www.sports-insight.co.uk
THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS,THE TRADE BODY THAT REPRESENTS THE UK SPORT ANDPLAY INDUSTRIES, IS ONCE AGAIN OFFERING ACOMPREHENSIVE PACKAGE OF BENEFITS TO COMPANIESINTERESTED IN EXHIBITING IN THE UK PAVILION AT ISPOMUNICH, WHICH TAKES PLACE ON FEBRUARY 5-8.
The deal includes high quality stand build and a distinctiveshell scheme stand in a key position; support services andrefreshments prior to and throughout the duration of theshow; a furniture package that includes electrics, displaypanels and carpeting; marketing of the group at the exhibitionand in UK and European trade publications; services of agroup freight forwarder (exhibitors are responsible for ownfreight costs); access to the FSPA/UKTI lounge area; and aninvitation to the organisation’s drinks reception.
Eligible companies can also apply for a UK Trade &Investment export grant that’s available through the FSPA(you don’t have to exhibit in the UK Pavilion to apply for one).Priority will be given to companies who are either new toexport or new to market.ISPO is the largest sporting goods trade show in Europe. Thisyear the show had close to 80,000 visitors from more than110 countries and 2,565 exhibitors. For more information call Jane Montgomery on 02476 414999 ext 210 or email [email protected]
Exhibit with the FSPAat ISPO MUNICH
SMART HELMET THATDETECTS CONCUSSIONIN DEVELOPMENT
DB APPAREL PRICEFIXING PROBE CLOSED
News_News 1QX (lewis) 20/06/2014 15:18 Page 2
THE NEWS
TICKER 1
1. AQUA SPHERESwimwear sales jumped 28per cent year on year, drivenby the company’scommitment to R&D and theuse of the latest performancefabrics in its ranges.
2. UNICORN Brothers Kim and RonnyHuybrechts are the brand’slatest signings. The four-yeardeal will see Kim join inUnicorn’s Maestro category,with Ronny as a Contender.
THE DISCOUNT ONLINE AND MAIL ORDER RETAILER HAS BEENBOUGHT BY DANISH FASHION COMPANY BESTSELLER, WHICHOWNS BRANDS SUCH AS JACK & JONES, MAMALICIOUS ANDVILA CLOTHES, AND HAS 3,000 STORES IN 38 COUNTRIES.
Founder in 1987, M and M Direct has over 1.3 million activecustomers and 50 million website visits a year.
It has dedicated websites covering the UK, Germany, France,Austria, Holland and Poland and also serves more than 20additional countries worldwide.
“We have worked with M and M for several years and havecome to know the people within the company as passionate andhardworking people who have achieved many positive results,”Mogens Werge, BESTSELLER’s communication director, says.
“We believe M and M will continue to develop and become aleading company within its business and its markets.”
M and M Direct soldfor £140 million
AND IT’S ALL THANKS TO THE WORLD CUP EFFECT,ACCORDING TO MARKET RESEARCH COMPANY THE NPDGROUP. THE TOURNAMENT WILL ALSO ADD £2.2 BILLIONTO THE TURNOVER OF THE GLOBAL SPORTS INDUSTRY.
Topping £10 billion will mean the football sector would havegrown by eight per cent compared to 2013.
“We expect the growth rate to slow down slightly in thenext five years owing to the saturation of the European market,the ageing population worldwide, increasing urbanisation andthe rise of individual sports,” Richard Hunt, director UK sport atthe NPD Group, says.
During the last World Cup in 2010, the NPD Group reportedan average nine per cent increase in football kit salescompared to 2009 in the big five European markets (GreatBritain, Germany, France, Italy and Spain).
Sales of footballs have historically peaked at a growth rateof 30 per cent during the four weeks of the tournament.
Hunt adds: “40 per cent of the one percentage pointgrowth in the global sports market attributed to the World Cupcomes from products directly linked to the sport, such asfootball kit and footballs, but the demand for sports brands ingeneral is stronger during this period and accounts for theother 60 per cent of the growth.
“So the World Cup effect is about much more than classicfootball items and this presents a huge business opportunityfor sports brands. If they make the most of the event, they willsee an impact on their entire product portfolio.”
PENTLAND RANKEDIN TOP 10 UK BESTWORKPLACES THE BUSINESS BEHIND BRANDS SUCH AS BERGHAUS,CANTERBURY, SPEEDO, MITRE AND PROSTAR CAMEEIGHTH IN THE BEST LARGE COMPANY LIST COMPILEDBY THE GREAT PLACE TO WORK INSTITUTE.
The rankings are based on independent employee surveys andanalysis of all aspects of a company’s organisational culture.
Pentland’s 2,000 employees participated in the survey,with 84 per cent saying it’s a ‘great place to work’ and 81per cent citing a ‘sense of community and pride’ in workingfor the company.
Financial services specialist Capital One was voted thebest place to work in the large company category, followedby IT firm Softcatand insuranceprovider Admiral.
As well as theGreat Place toWork Instituteaccolade,Pentland also wonTop EuropeanFamily Business ofthe Year and Top25 European BestWorkplaces 2014awards in June.
STAG announces IrishWinter Buying Show detailsTHE SHOW WILL TAKE PLACE AT THE HERITAGEGOLF AND SPA RESORT, KILLENARD, COUNTY LAOISON JANUARY 17-18.
Described as the largest sports buying show in Ireland, it willstart at 2pm on the first day and finish at 5pm on day two.
As usual, exclusive show deals will be available for STAGmembers, who will also have their overnight costs covered.
For more information visit www.stagbuyinggroup.com
12 www.sports-insight.co.uk
News_News 1QX (lewis) 20/06/2014 16:32 Page 3
SEE US AT MODA FOOTWEARStand W8, The NEC, Birmingham, 10th – 12th August
14 www.sports-insight.co.uk
KITSTOPESSENTIAL STOCK FOR YOUR SHOP
BROTHER SEWING MACHINESBROTHER SEWING MACHINES EUROPE IS A LEADINGMANUFACTURER OF INNOVATIVE SEWING AND EMBROIDERY MACHINES.
With a wide range of models, Brother caters for all skill sets andneeds - from those who sew at home to small businesses. Witha heritage of over 100 years, Brother has the experience andknow-how to ensure all its products are high quality, reliableand market leading.
Brother’s PR range of embroidering machines deliverprofessional results quickly and efficiently. With a variety offeatures, they are ideal for those looking for a versatile modelto complete multiple tasks.
For more information visit www.brothersewing.co.uk
THIS ENERGISING PRE-WORKOUT AND BODYSCULPTING AGENT IS AFANTASTIC ADDITION TO THECOMPANY’S CORE SERIES
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USN HYPERLEAN TWO-IN-ONE BLENDTHIS ENERGISING PRE-WORKOUT AND BODY SCULPTINGAGENT IS A FANTASTIC ADDITION TO THE COMPANY’SCORE SERIES.
Get that one step closer to reaching those all important targetswith this powerful product, which is formulated to helpincrease your energy levels and enhance nitric oxidegeneration. An increase in nitric oxide can lead to an increasedrecovery rate and a more explosive energy rate, allowing youto get the results you want out of your workout.
The ß-Alanine-free and creatine-free blend is ideal for thoselooking for a powerful pre-workout without the supplementarycreatine.
It comes in a great tasting fruit fusion flavour and is availableat www.usn.co.uk. For more information call 0845 1800 556.
Kit stop_Kit Stop 20/06/2014 16:29 Page 1
PRODUCT ROUND-UP
15www.sports-insight.co.uk
TROLLEY DASH
1. USN AT THE BODYPOWER EXPO 2014. WWW.USN.CO.UK2. MOUTHGUARD. SHOCK DOCTOR. WWW.SHOCKDOCTOR.CO.UK3. ASICS LEG BALANCE TIGHTS. [email protected]
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THE GRID X ISTRIGGER POINT’S
FIRMEST FOAMROLLER. CREATED TO
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TRIGGER POINT GRID XTHE GRID X IS TRIGGER POINT’SFIRMEST FOAM ROLLER. CREATED TOBREAK THROUGH THE BODY’STOUGHEST, TIGHTEST TROUBLESPOTS FOR RELIEF FROM INTENSEACHES AND PAINS, IT’S TWICE ASFIRM AS THE ORIGINAL GRID ANDHAS BEEN WEIGHT TESTED TOSUPPORT UP TO 550LBS/250KGSTATIC LOAD.
Sweat proof and simple to clean, it hasa red core for product differentiation.
The GRID X is ideal for athletes andconsumers with dense tissue andanyone who prefers intensecompression.
For more information call Live On TheEdge on 0131 344 4730 or [email protected]
1 3
GOLA ZORRITOSPUSH YOUR WORKOUT BOUNDARIES AND TRAIN IN THE
GOLA ZORRITOS RUNNING TRAINER.
Suitable for a vast array of sports, but designed for running,Zorritos are constructed in lightweight, breathable materials and
benefit from seamless overlays and a cushioned, moulded in-sockfor improved comfort and support.
The strategically placed flex grooves in the non-marking sole unitaid natural foot movement and promote a smoother transitiontogether with improved toe off. This, teamed with TPR inserts,
which further enhance grip and traction, ensure a responsive ride.
Zorritos are available in a striking colour palette of black/slime,red/black or blue/grey.
For further information on Gola Active call the Jacobson Groupon 01706 212512 or email [email protected]
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2
Kit stop_Kit Stop 20/06/2014 16:27 Page 2
KITSTOPESSENTIAL STOCK FOR YOUR SHOP
CEP SHORT SOCKSTHE SHORT SOCKS FEATURE AMONGSTCEP’S MOST POPULAR PRODUCT RANGES,WHICH IS DUE TO THE FACT THEY ARE THEPERFECT ALL-ROUNDERS AND CAN BEWORN FOR ALL SPORTS.
Made with state-of-the-art productionmethods in Germany and the expertise ofcompression technology specialist medi, themetatarsal compression provides arch supportand promotes circulation in the foot, while thehigh-tech fibres guarantee optimum heat andmoisture management. The fabric is knitted insuch a way that it prevents fibres from bindingfor maximum mobility. The Short Socks alsofit perfectly with CEP Calf Sleeves.
Available in core and neon colours. RRP: £14.99. For more information visitshop.cepsports.co.uk Facebook: www.facebook.com/cepsportsuk
Twitter: @CEPSportsUK
If you’re interested in stocking CEP, call 01432 373500 or email [email protected]
MADE WITH STATE-OF-THE-ARTPRODUCTION METHODS IN GERMANY
AND THE EXPERTISE OF COMPRESSIONTECHNOLOGY SPECIALIST MEDI,
THE METATARSAL COMPRESSIONPROVIDES ARCH SUPPORT AND
PROMOTES CIRCULATION
16 www.sports-insight.co.uk
REECE AUSTRALIA REECE AUSTRALIA IS A SPECIALIST IN
MULTIFUNCTIONAL SPORTS ANDCASUAL FASHION. WITH AUSTRALIAN
ROOTS AND AN EMPHASIS ONQUALITY SPORTS PRODUCTS, REECEIS A FRESH, UP AND COMING BRAND.
The company’s foundation has beenin field hockey. Years of experience have
made Reece a specialist in developinghigh quality technical and functional
team collections for recreation, leaguehockey and now national teams.
In Europe many hockey clubsalready use the Reece Australia brand.In addition to the brand’s ‘from stock’collection, special design kits are alsoavailable. Reece also has the ability to
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PRODUCT ROUND-UP
17www.sports-insight.co.uk
AFTERSHOKZ SPORTHEADPHONES - HOW TO SELL 300 PAIRS IN SIX MONTHSTHE FEBRUARY ISSUE OF SPORTS INSIGHT REPORTED ONSLATER SPORTS, THE OWNER-RUN STAG MEMBER BASED INBUCKIE NORTH EAST SCOTLAND, WHICH SOLD NEARLY 300UNITS OF AFTERSHOKZ SPORT HEADPHONES WITHIN SIXMONTHS. THE RATE OF SALE HAS NOT SLOWED.
In this series of articles, we share the simple secrets of success:■ On placing your first order you receive a POS unit, productbrochures and detailed specification sheets. Your store detailsare uploaded onto aftershokz.co.uk as an approved retailer.■ Read everything supplied, including the manual, and take thetime to try them out for yourself. Go for a run, bike ride or walkthe dog. You will be amazed at the sound quality and that youcan still hear everything around you. Feel comfortable wearingAfterShokz and explain why they continually win awards.■ Position your POS at the counter or on a shelf near therunning machine where a customer can try them out.■ Have a music source available and ask every customer to trythem on for you - Malcolm Slater, owner of Slater Sports,reckons he has a consistent conversion rate of 25 per cent
If you have a question, however trivial, just pick up the phone toAfterShokz. Next month we explain the product differences.
For initial contact call Rodney Annet at Pinpoint Consumer Electronics, exclusive distributor for AfterShokz. Tel: 01606 558428. Email: [email protected]. www.aftershokz.co.uk
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1. INOV-8 RACE ELITE SOFTSHELL PRO. WWW.INOV-8.COM2. GOLA ACTIVE TERMAS. [email protected]. UHLSPORT MATCH TEAM KIT. WWW.UHLSPORT.COM/EN
OS1ST - PERFORM UNDER PRESSUREPROVIDING RETAILERS WITH A GREAT UPSELLOPPORTUNITY AND HELPING SPORTS CUSTOMERS KEEPACTIVE CAN BE RARE, BUT THE OS1ST FOOT AND CALFSLEEVES DO JUST THAT.
Position these supports next to the footwear fit station and havecustomers try them on - they will instantly recognise a good thing.
These easy-on, easy-off, moisture wicking compressionsupports provide effective relief during and after sport.
The Running Event’s New Product of the Year in 2012 (USA) isnow available in the UK independent sports market under theOS1st brand.
The special display pack offer of 12 packs plus stand providesover 50 per cent margins.
For more information email [email protected], call 01206 796247 or visit www.os1st.com
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In addition, a number of new accessories have been introducedfor the new season, including shin liners and a new junior shinguard. Skin fit and padded gloves have been added to Byte’sexisting short corner defence glove, currently used by theScottish men’s national hockey teams.
Byte will also launch its new X series hockey stick range in July.The X Series consists of five models, including both the X2, a 90per cent carbon low bow stick with Byte’s dynamic core system,and the X4, a 35 per cent carbon stick with a low bow that alsohas a narrow toe area and control zone on the head of the stick.
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With both Rearfoot and Forefoot GEL Cushioning, the GEL-RESOLUTION 5 absorbs impact shock upon landing and takeoff, and allows ease of forward and sideways movement. TheT-Truss, an extended Trusstic, offers stability in the heel,particularly for the jumping forehand stroke.
The shoe’s outsole is slightly thicker on the medial side of the foot to accommodate sideways movements, while theFlexion Fit in the forefoot combines mesh and rubber tocreate a breathable and flexible upper. Additional featuresinclude a Discrete Eyeletstay lacing to disburse lace tensionfor a snug, customised fit.
For more information email ASICS’ customer service at [email protected], call 01925 423360 or visit www.asics.co.uk
WITH BOTH REARFOOT ANDFOREFOOT GEL CUSHIONING,THE GEL-RESOLUTION 5ABSORBS IMPACT SHOCKUPON LANDING AND TAKE OFF
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1. SG FINGER SUPPORT GLOVES. REUSCH. 0161 439 43832. TOWELLING PONCHOS. JAKABEL. WWW.JAKABEL.COM3. CURREXSOLE. MAR SYSTEMS. 01344 623883
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Contact your local sales representatives:Eric Muir: Scotland. Tel: 07940 598779.
Brian Hutchinson: All Ireland. Tel: 07595 543835.Daniel Hume: North and Midlands. Tel: 07960 013475.
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The upper Kage is comfortable and breathable and is madefrom mesh zones and durable PU. It also provides excellentsupport. The reinforced KBox element provides extra stabilityand helps prevent any lateral stretching of the shoe.
The impact absorption midsole area is ergonomically shapedand provides good roll and secure footing in the forefootarea. It’s made from durable EVA, which ensures good impactabsorption over a long period of time.
The sole consists of an outsole with a honeycomb profile,ensuring optimum grip in every direction. The flex zones inthe forefoot area guarantee optimum roll movement and thereduced arch height in the midfoot area produces optimumfloor surface coverage.
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Contact your local sales representative:Eric Muir: Scotland. Tel: 07940 598779.Brian Hutchinson: All Ireland. Tel: 07595 543835.Daniel Hume: North and Midlands. Tel: 07960 013475.Michael Morgan: Wales and South West. Tel: 07973 802986.Richard Morris: London and South East. Tel: 07778 159180.
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PodiumOn the
CAN YOU GIVE US SOMEBACKGROUND ON THE BRAND?OS1st is a growing, global brand of sportssupports that incorporate CompressionZone Technology - truly targeted, variableand measured compression zones alignedto the human body.
The products were invented by USAsock and compression expert David Higgins,with the launch of the Foot Sleeve in 2012.The product soon gained enormous marketrecognition, winning The Running Event’sNew Product of The Year in 2012 after beingon the market for less than six months.
The range continues to grow, offeringunique features that provide our retailpartners with products that offer greatmargins and their customers with fantasticproducts.
WHO ARE THE RANGES AIMED AT?We have products offering relief andcomfort before, during and after all drysports. Whether it be for feet (FS6) andcalves (CS6) for runners; the soon to bereleased knee sleeve (KS6) for football,rugby or hockey players; the elbow sleeve(ES3) for tennis, squash players or golfers;or any other sport where the customerneeds support, bracing or compression.
KEY FEATURES AND BENEFITS?There is a plethora of compression garmentsand socks on the market. However, wewanted to provide retailers and theircustomers with a range of products that notonly delivered compression, but had variablezones specifically targeted to the body at
levels recognised by the medical professionand which offered additional relief fromcommon sports injuries.
It was also paramount that the producttook up very little space both in a storeand on the customer, meaning retailers hadgreat returns on their investment andcustomers could comfortably wear it.
The OS1st range of supports and sleevesprovide easy to use, moisture wicking,breathable slip-on therapy. This means theyare easy to put on and take off and can beworn comfortably with existing clothing.
The OS1st range of products offergenuine, targeted, graduated compression,which is measured prior to release fromthe factory. This means they deliver thecorrect, yet different levels of compressionbased upon the area of the body they fit.For example, the Foot Sleeve has sixzones running from top to bottom aslight-firm-moderate-firm-moderate-light.
HOW ARE THEY MARKETED?OS1st has a consistent message - PERFORMUNDER PRESSURE - with our productsbenefiting overall health, performance andrecovery. The compression offering isgrowing day by day, so the key features andbenefits of the range are paramount.Countertop display stands are provided withall starter packs, with the ability to hang sellthe products via standard slat wall pegs too.In-store postcards are also supplied and in-store merchandising is constantly beingdeveloped to give our retail partners thetools they require.
It is also important to remember the
manufacturing process gives the productthe ability to treat some of the mostcommon injuries. For example, the FootSleeve (FS6) helps treat heel pain, thenumber one global foot problem, which itis estimated two out of every threepeople have varying levels of symptom.What an opportunity for every retailer.
WHY DO YOU THINK THEY SELL SO WELL?OS1st products provide benefits to boththe retailer and customer. Great margins,utilising very little space, products that dowhat they say, a range that treats differentinjuries and conditions in a single pack,instant realisation of the benefits whenworn, highest quality of manufacture, easyand quick order fulfillment and extensionof the ranges to accommodate the mostcommon areas of the body affected bysport. It all adds up to a great offering.
WHAT’S THE MOST EFFECTIVE WAY A RETAILER CAN MARKET THE RANGES?Having the OS1st Foot Sleeve positionedat the footwear fit station is a killerlocation. By providing our retailers with‘try as you buy’ samples and havingcustomers put one on when trying theirnew shoes means they instantly feel thedifference between one foot and theother. In addition, merchandising supportis being developed tailored to differentstore sizes and locations to provideretailers with the support to turn a smallspace into a great income.
Darren Alger, retail operations director at ING Source,gives us the lowdown on OS1st sports supports
For more information email Darren Alger at [email protected] or call 01206 796247.
Zone #6Light Compression
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Podium_SI Template 20/06/2014 15:38 Page 2
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OTS 2014.THE SUMMIT OF THEOUTDOOR TRADE.
InsiderThe
HOW DID YOU GET STARTED IN RETAIL?My dad retired from the police service in2012 and I was attempting to compete at thevery highest level of athletics while holdingdown a 40-hour-a-week night shift job.Given the amount of runners in theGosport/Fareham area, we could see arunning specialist shop might do well, so inJuly 2012 we bought out local sports shop,Nobes Sports.
HOW HAS TRADE BEEN SINCEYOU LAUNCHED?Concrete evidence of growth will be seen atthis year end, which is in a couple ofmonths, but judging from how things havegone so far, we’re forecasting three timesthe sales we had in the first year. The sportsmarket seems to have huge potential. Thereappears to be a boom in health, fitness andrunning that hasn’t been seen since the1980s. Everyone we know seems to beinvolved in sport or exercise in some way.
WHAT ARE YOUR CURRENT BEST SELLING BRANDS?Footwear wise, ASICS is our best sellingbrand, but the adidas Boost range is fastbecoming a close second. Across appareland accessories, we both love the diversityand colours of the adidas range and thegreat quality of brands like Ronhill and 2XU.The ASICS Motion Muscle Support rangehas been an unbelievable success story too.
WHO ARE YOUR COMPETITORS? Our main competition locally is two greatshops, Alexandra Sports and Alton Sports,but we don’t get too hung up oncompeting. We trust people will always
come back because of ourcustomer service - on aSaturday the shop ispacked with peopledrinking coffee and talkingabout which event they’reabout to endure. Onlinecompetition is more of aconcern, so to draw peopleaway from places likeWiggle we try to providedifferent, specialistproducts some of thebigger guys don’t stock.
WHAT’S YOURMARKETING STRATEGY?At the moment it’s allabout staying fresh andoffering a point of difference. We’re notthinking about marketing strategies. Ourfive-year plan is to get established andtrusted in the running community. One ofour main priorities, though, is to improveawareness of our website, which is toughwith so many great online companiesaround, and to refit our shop.
ARE YOU A MEMBER OF ANY BUYING GROUPS? Absolute Running is part of STAG, who’vebeen absolutely fantastic. Ward Robertsonat STAG took a risk taking us on becauseat the start we weren’t that strongfinancially, we had an old building as ashop and we were both inexperienced inretail. The discounts on offer are a greathelp because, as most independents know,it’s all about margins.
HOW DOES THE BUSINESS IN YOURPHYSICAL SHOP COMPAREWITH ONLINE SALES?Footfall in our shop is excellentand online sales are going well. It’s always nice to wake up to lots of online sales, but I would never want to relysolely on an internet shop,mainly because I’d misschatting to our customers.
WHAT DO YOU LIKE MOST AND LEAST ABOUT YOUR BUSINESS?The best part of the job ismeeting new people. Having aloyal customer base, supportinglocal events, sponsoring ourcustomers to take part inextreme challenges - it's all so
Business has been booming since Harry Carter set up AbsoluteRunning in Hampshire with his father Nick Carter in 2012
rewarding. At the start there were a fewsleepless nights and it was a lot of hardwork, but there are no real negatives. We’venow got a great team of staff, which givesus both more time to spend promoting ourbusiness on things like social media and atlocal races. Working in a job I love doingsomething I’m passionate about makes iteasy to come into work.
WHAT HAS BEEN YOUR BIGGESTCHALLENGE SO FAR?Setting up any new business is stressful. Iwas just 20 when I became a director andmanager of accounts, which was a lot totake on. Getting our name out to runners inthe local area was also tough with so muchgreat competition around, but local clubshave helped massively. Not that we’regoing to rest on our laurels - that’s whenthings start to go wrong.
WHAT’S IT LIKE WORKING WITH YOUR DAD?I’m sure I annoy him and he annoys me, butwe work well as a team. He has strengths asa person who’s well known in thecommunity, whereas I’m a stress head wholikes to count the pennies. Dad’s morerelaxed than I am, which can be frustrating,but in general he manages to keep me calm.
“Footfall in ourshop is excellent at
the moment andonline sales arealso going well”
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TELL US ABOUT YOURSELVESDavid Heasman: Sue pursued a career inmerchant banking in London and thenwith a law firm in Oxford before joiningthe business in 2002. I have a salesbackground within both the directorymarket and engineering trade magazines.
I started The Wholesaler in 1999almost by accident. It was the height ofthe dot-com boom when companies hadplenty of money sloshing around and Iwas trying to get a job with one. TheWholesaler was just a sample project thatI could show if I got an interview. I didn’tget a job, but bought the domain namefor £10 and 15 years later…
TELL US ABOUT THE WHOLESALER UKDH: The Wholesaler UK is an onlinedirectory listing UK-based wholesalersthat supply the independent retail tradewith products. In addition to specificcategory listings for sportswear andsports goods, the directory features over200 further categories for everything fromfashion accessories and footwear tomobile phones and household goods. Thedirectory is updated every day, ensuringall content is current, and retailers cansearch the site completely free of charge.
Wholesalers have to satisfy certaincriteria before we will list them in the
FrontRunners
throughout the year. New advertisers areoffered a choice of two, no obligation trialperiods, one of which is free. Thealternative is a three-month listing for aone-off payment of £49 plus VAT.
WHAT HAS HAD THE BIGGESTINFLUENCE ON YOUR COMPANY?DH: when we first started exhibiting attrade shows, we had to ask people if theyhad access to the internet. The turningpoint was when BT introduced a monthlyinternet cost as opposed to paying perminute for access. This seems incrediblenow, but the world wide web was in itsinfancy in 1999. In the intervening years,the growth of mobile technology and itsuse in everyday life has had a huge impacton the way in which wholesalers andretailers alike reach their audience. Thistrend will continue with sales of tabletsand smartphones soaring.
WHAT ARE YOUR PLANS FOR THE WHOLESALER UK?DH: we are currently finalising arebranding of the directory. We havepublished The Wholesaler in its currentformat since 2004 and it was time to dragit into the 21st century. Although thefunctionality of the new site will bebasically the same, it will contain moregraphics and offer more information forretailers, such as terms of trading andmarkets supplied.
We also want to ensure the directory is available on all mobile media, such astablets and smartphones. Gone are thedays when people sat at their deskssearching for information. Increasingly, this has to be available on the move. The internet is a route to market thatcannot be ignored and hopefully TheWholesaler UK will continue tosuccessfully bring together buyers and sellers for the foreseeable future.
directory. Namely, they have to be basedin the UK, hold stock in the UK and theirwebsite must display verifiable contactdetails, including preferably a landlinetelephone number.
It can be a bit like the Wild Westsearching for suppliers on the internetwhen you take into account anyone from anywhere in the world can buy a .co.uk domain. Plus, with internettelephony it’s easy for someone todisguise where in the world they’re based - and we see a lot of that.
Given that our revenue is generatedby our advertisers, it may seem strangethat we turn down well over half thepeople who apply to us for a listing, butthis is where we have an edge over manyother directories. We use various tools inour verification process, includingExperian, Companies House, the PostOffice, domain registry checks, the goodold telephone and we even use GoogleStreet View on occasion.
We know that for many independentretailers the web is a valuable tool in theirsearch for suppliers and The Wholesalerprovides a reliable, current, vetted sourceof information. For sportswear and sportsgoods wholesalers, the directory providesa valuable alternative route to market,with their details available 24/7
“When we firststarted exhibitingat trade shows, wehad to ask peopleif they had access
to the internet”For more information visit www.thewholesaler.co.uk
David Heasman and Sue Nayler, joint directorsand owners of The Wholesaler UK
Front Runners_SI Template 20/06/2014 14:16 Page 1
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28 Follow us @SportsInsightUK
hile Bluebirds fans had eyesonly for what was happeningon the pitch during CardiffCity’s first - and for themoment only - Premier
League season, much of Kevin Nicholson’sattention was unashamedly elsewhere. Hewas watching the managers.
At 27, the youngest professionalunder-18 team manager in the countryand already one of the highest qualifiedcoaches in the world, the Cardiff youthteam boss makes no secret of the facthe intends to be a top manager longbefore he’s 40.
TALENTOnce he’d hoped to be a star player andfrom the age of eight to 16 was on DerbyCounty’s books. But things didn’t quitework out as he had hoped and when, ayear later, Nicholson discovered he had atalent for coaching, a whole new worldopened up. From then on his heroeschanged from the likes of Rooney,Gerrard and Lampard to Mourinho,Wenger and Guardiola.
In his first season with Cardiff’sunder-18s, Nicholson took them fromthird bottom in the league to third top.Seven of his youngsters have signedprofessional forms with the club.
“We use all the latest technologywhen preparing for an under-18 game,”he explains. “We scout the opposition,watch DVDs, work on strategy andanalyse how every opposing player willreact in given situations. But despite allthe science and technology, there arebasics that mustn’t be forgotten.
“You have to get the best out of yourplayers, get them combining together andgive them something to work towards - astyle, a system and a philosophy. Look atBrendan Rodgers at Liverpool, he’s gothis squad playing at their very best andhowever much football improves in termsof sports science, these basics are vital.You’ve got to find out what motivatesplayers, what gets them out of bed in themorning. Everyone has something thatmakes them tick.”
Nicholson adds: “The manager is thesacrificial lamb when things go wrong.It’s a ruthless profession and you’ve gotto understand that. You’ve got to stampyour personality on the team. If thedressing room gangs up against you, that
can be a terrible problem. There will betwo or three very influential people inthere and it’s vital to get them to buy into what you want to do, because theycan quickly influence the others.”
Nicholson says his big advantage as ayouth team manager is that he’s youngand knows what the youngsters are goingthrough: “I was an academy player and canrelate to them perhaps more than an oldercoach can. I try to make themunderstand what sort of world,as professional footballers,they’ll be going into.”
DREAMSHe admits he still misses notplaying: “It was a bit of ablow after spending eightyears of your life training tobe a professional and thenhaving it taken away fromyou in an instant. It was veryhard as a 16-year-old to haveyour dreams destroyed justlike that, but Derby decidedfor whatever reason I wasn’tright for them and let me go.”
He remembers his yearsin the Derby County juniors:“You live in a kind of bubble.There’s training for fournights and matches at theweekend. As time passes, youmiss out on the things normalteenagers do.
“I was there for eightyears and it all ended with a20-minute meeting. I wasdevastated - for me and theothers who were told theywere not wanted. It wasimportant to me to holdmyself together in thatmeeting, but the tears flowedonce I got home.”
Nicholson didn’t give upfootball. He took part in exittrials, where scouts fromother clubs look at releasedplayers, and as a result hadspells with SheffieldWednesday and RotherhamUnited under-16s, but wasattracted to coaching and eventuallyreturned to Derby to help with theclub’s community coaching programme.He also started work on his coaching
W
At only 27, he’s already one of thehighest qualified football coaches in the
world. Tony James went to meet him
KEVINNICHOLSON
Life_SI Template 20/06/2014 15:16 Page 1
29www.sports-insight.co.uk
Being in the Cardiff City dugout during the club’srecent Premier League campaign was nothing shortof a revelation for Kevin Nicholson, who has everyintention of becoming the youngest manager/headcoach in top class football.
Currently the youngest manager is 31-year-oldLee Johnson at Oldham, followed by 33-year-old Karl Robinson at MK Dons, but Nicholson thinks hecan beat that.
“I’ve done all the courses and know all the theory,but watching the top managers at work is the mostvaluable part of learning the job,” he says. “I’ve beenvery fortunate to work with some good people,managers like Malky Mackay, Nigel Clough, PaulTisdale and, of course, Ole Gunnar Solskjaer at Cardiff.
“Working with Ole has been great. I’ve had somegood talks with him. He’s very easy to get on withand is a deep thinker about the game. He’s my rolemodel - one of the new generation of managers andin a position where hopefully I can aspire to be infive or 10 years’ time.
“One of the biggest privileges of being withCardiff in the Premier League was being in thedugout at first team games watching people likeBrendan Rodgers, Manuel Pellegrini, Steve Bruce,Jose Mourinho, Mauricio Pochettino and RobertoMartinez at work in the technical area. It was like amasterclass in tactics and management.”
badges, became a full-time academy coach and, on Nigel Clough’s arrival at Derby, tookover the under-18 squad.
A move to take on Exeter City’s under-18s after six years as a coach at Derby surprisedsome people, but not Nicholson: “I felt I had probably gone as far as I could at Derby andwanted more challenges and more responsibility. Steve Perryman, who played over 800times for Tottenham Hotspur, was at Exeter and I learned a lot from him.”
In the meantime he relentlessly took and passed every managerial qualification thatbecame available: “I took level one when I was 17, level two at 18, got my UEFA licence at 19
and at 24 became an FA elite coach, one of only 16 in the country, in a pilotscheme at St George’s Park. It’s all part of my plan to eventually manage atthe top level.”
OPPORTUNITYHe didn’t have to wait long before the Premier League came calling. In July2013 Dick Bate, a legendary FA coach and now Cardiff City academymanager, asked Nicholson to join the club as under-18 head coach alsoresponsible for under-17 to under-21 youngsters.
“It was a great opportunity and particularly working with Dick Bate, who isone of the best coach-educators in the world,” Nicholson says. “You neverstop learning in this game and football management has changeddramatically in the past few years. You’re dealing with players who are multi-millionaires and to work with people like that you need a very special mix ofcoaching skills and man management.
“The hairdryer approach doesn’t work any more and I doubt if we’ll seemanagers like Sir Alex Ferguson in the future, great though he undoubtedlywas. There’s a new generation of managers coming through and I want to beone of them. I’ve always had 30 in the back of my mind as the time when Ishould begin to think seriously about becoming a manager. If it comes beforethat, bring it on.”
MY SPORTING LIFE
MANAGERIALMASTERCLASS
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ast April the All-PartyCommission on PhysicalActivity publiclyrecommended that peopleshould do more exercise
Its report, called Tackling PhysicalInactivity: A Coordinated Approach, says people are more inactive than ever before. Politicians from all sides of the House who sat on the commissionurged schools, sports clubs and everyone involved in physical activity to help turn back what they called ‘thetoxic tide of inactivity’.
The report, co-authored by TanniGrey-Thompson, Charlotte Leslie MP,Julian Huppert MP and Barbara KeeleyMP, called for radical changes in the wayBritish society engages with physicalactivity. Dr Myanna Duncan, Aadil Kaziand professor Cheryl Haslam from theWork and Health Research Centre atLoughborough University carried out the research.
HIGH PROFILE BACKERSThe British Heart Foundation and theLawn Tennis Association are high profilebackers. So too areSustrans, Nike, the PremierLeague and The YoungFoundation, plus leadingathletes such as PaulaRadcliffe, Mark Cavendishand Alex Oxlade-Chamberlain.
The report only makesrecommendations, though.It’s not a White Paper, noris it official governmentpolicy, although thecommission would like it toprovide the basis for futurelegislation, campaigns andprojects. It is stronglyworded, however it doesn’tsay much that’s new. Andas usual it’s the usualsuspects who get the flack.
Schools, the reportsays, should change the way they are runto include more breakfast and after-school clubs. They should put morephysical activity on their timetables -
30 Follow us @SportsInsightUK
An all-party commission has called for radical changes in the way Britishsociety engages with physical activity. Crispin Andrews reports
Lbetween, and even in the middle of,lessons. The study suggests physicaleducation provision in schools should bere-evaluated by Ofsted and given morepriority in the school day.
Parents have been told to stopferrying their children around in cars, thereport suggesting that children should beencouraged to walk and cycle to andfrom school instead. The report’s authorswould also like to see children playingfreely in the streets again.
Every good report has its figures -and this one’s no exception. Only half ofseven-year-olds are meeting thegovernment’s recommendation of havingan hour’s moderate to vigorous physicalactivity each day, it says. And that levelof activity halves again between the agesof nine and 15. According to Lord Coe,who supports the report, today’s childrenare the most inactive in history and couldbe the first to have a shorter lifeexpectancy than their parents.
Adults are just as inactive, thecommission claims. Only 22 per centexercise for half an hour or more a day -the recommended level. According to the
report, the average officeworker now spends fivehours 41 minutes sitting attheir desk each day. Theaverage Briton is 24 per centless active than in 1961 and islikely to be 35 per cent lessactive by 2030.
HEALTH SCARENext comes the mandatoryhealth scare. The report linksinactivity to type twodiabetes, heart disease andcancer. It states: ‘Physicalinactivity leads to around37,000 premature deaths ayear - more than all deathsfrom murder, suicide andaccidents combined. Lack ofphysical activity is estimatedto double the rate ofabsenteeism at work and to
cost the UK economy billions every year.Sitting it seems is a major problem.
The report states that people who sit atwork are more likely to sit outside of
SEDENTARYLIFESTYLES■ Only half of seven-year-oldsare meeting the government’srecommendation of having anhour’s moderate to vigorousphysical activity each day.■ Only 22 per cent of adultsexercise for half an hour ormore a day - therecommended level.■ The average Briton is 24 percent less active than in 1961and is likely to be 35 per centless active by 2030.■ Physical inactivity leads toaround 37,000 prematuredeaths a year - more than alldeaths from murder, suicideand accidents combined.■ Lack of physical activity isestimated to double the rateof absenteeism at work.
“Today’schildren are
the mostinactive in
history andcould be thefirst to have
a shorter lifeexpectancythan theirparents”
Turnbackthetoxictideof inactivity
work. Too much sitting is bad for yourmental health and body mass index too.
A national plan of action is the answer,according to the commission. A plan thatwould hold the UK accountable to longterm health and fitness goals. This, the
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PHYSICAL ACTIVITY REPORT
31www.sports-insight.co.uk
report suggests, should have cross-partysupport and work across all sectors.
The commission also wants anextensive public communications strategyto target inactive people, focusing inparticular on schools and care settings.
The campaign would try to helpschools, sports clubs, physical activityproviders and other organisations topromote physical activity as a normal partof everyday life. It would encouragetransport by bike or on foot and giveemployers incentives to make theirworkplaces more active.
“Physical activity is a vital way ofhelping lower our risk of coronary heartdisease, the UK’s single biggest killer,’Simon Gillespie, chief executive of theBritish Heart Foundation, says.
“Put simply, we need to move more.Keeping active helps maintain a healthyweight and can help prevent conditionssuch as high blood pressure anddiabetes, which can put our hearts at risk.
“A simple way to create lifelonghealthy habits is to build physical activityinto everyday routines in childhood. If wemake schools and workplaces moreactive, we can help today’s childrenmove towards a healthier future.”
Marc van Pappelendam, Nike UK andIreland’s general manager, says: “Activechildren do better in every aspect of life.Once a natural part of daily life, physicalactivity has become undervalued, whenin truth it is critical for every child.
“We all have a role in helping createan active society, from schools and cities,to workplaces and communities.”
Report co-author Charlotte Leslie,MP for Bristol North West, says she’slooking forward to writing a follow-upreport that will tackle what politicianscan do to help people change their liveson a day to day basis.
There’s no chance the currentgovernment will re-employ the sport andphysical activity coordinators they
sacked en masse after the 2010 publicspending review. There are things it cando, though.
NUTRITIONAL ADVICEConvincing the public it’s safe forchildren to play in the streets would be astart, as well as regulating advertisingcampaigns that encourage people to eatfast food, drink sugar filled drinks andplay computer games.
How about dealing with people’saddiction to technology - the internet inparticular? Or providing nutritional advicethat doesn’t have commercial or politicalmotivations? Maybe politicians could dosomething about our antiquated roadsystems and public transport, so thatpeople can get backwards and forwardsto work in less time and have more timeand energy to exercise?
Sounds expensive. But can we affordto ignore the All-Party Commission onPhysical Activity’s findings?
Physical_SI Template 20/06/2014 15:29 Page 2
he 27 countries of Europeform a common marketwith a combined populationof over 500 million people.In reality, there are 27
different cultures, national purchasingidiosyncrasies and differing living styles that make it difficult to developan integrated strategy across Europe as a whole.
However, despite these issues thereare sporting goods retailers that areembracing these challenges with relishand expanding accordingly. Decathlonhas established a strong Europeanfoothold, Sports Direct is attacking themarket aggressively and, forced to cometogether, independent retailers under theumbrellas of INTERSPORT and Sport2000 International are gaining traction.
The overall picture is not, however, as simple as first appears due to the split between old Europe and newEurope. Old Europe, predominantly in the east of the region, has seen growth in alternative channels, most notablysports brands driving an ownbrand/mono-store strategy as,historically, this approach carried less riskand was more easily managed.
BUYING GROUPSTwo large organisations spearhead thefield of multiple brand suppliers inEurope, whose combined turnover is over$20 billion, namely INTERSPORTInternational, based in Switzerland, andSport 2000 International, based inGermany.
In the UK and Ireland Sports Direct isunder the Sport 2000 umbrella - althoughwhat that actually means is difficult toestablish - and INTERSPORT has a strongpresence with over 300 doors.
INTERSPORT is, in fact, the world’slargest corporate group in the specialistsports goods sector and accommodates5,230 retail locations in 40 countriesinside and outside Europe. With revenuesof over $13.7 billion, the group’s marketshare amounts to 37 per cent in Germanyand 20 per cent in Europe.
Sport 2000 International is numbertwo among Europe’s corporate groups. Itis home to 3,800 independent sportsretailers in 25 countries, recording sales ofmore than $6.5 billion.
Finally, we have the French-basedDecathlon chain, which in 2011 recorded aturnover of more than €6 billion, makingit the largest specialist sports goodsretailer in France, Italy, Spain andPortugal, but also one of the largestsports goods manufacturers, with amarket share of 60 per cent of Frenchsports goods production due to its ownlabel strategy.
In the UK Sports Direct reported salesof £2.1 billion in 2013 and with anaggressive 20 per cent plus growth ratewe are likely to see this retailer featuringmore and more in the league table.
32 Follow us @SportsInsightUK
Paul Sherratt examinesthe current Europeansporting goods sector
and the trends that lookset to affect growth over
the next five years
TTHE TRENDSSo having established the background,what are the trends that are likely toaffect the growth of these businessesinto 2015 and beyond? Peter Thurl ofSportpress in Germany believes there arecurrently seven key trends:■ OUTDOOR. Exercise and fitness in theopen air has a widening appeal and itspopularity looks set to continue. Whetherit be trail running, outdoor gyms, indoorand outdoor climbing, Nordic walking,skiing or just enjoying the great outdoors,this trend will undoubtedly feature in thefuture growth of the sports industry.■ RUNNING. Enjoying a similar boost tothe outdoor sector, running looks set tocontinue on a steady growth curve. Onceagain the open air appeal looks set todrive growth, albeit in niche areas such astrail and off-road running, as well as moreextreme events. The close links betweenthe running and health sports market isalso likely to ensure the running boomseen across Europe will continue forsome years to come.■ CYCLING. On the back of the outdoorboom and, particularly in the UK on theback of high profile professionalsuccesses, cycling will remain aninteresting sector. The rising demand forelectric cycles will help fuel this growth,as will the relevant clothing, whether it bespecific or more lifestyle driven.■ MULTIFUNCTIONAL CLOTHING. Anoticeable trend developing is multi-useclothing. In particular, generic walking,running, outdoor and cycling apparel willsee significant growth in the coming yearsacross Europe. This may well bring moresports fashion brands into the mainstreamsports trade as, in future, the sports/fashionlines become more blurred. ■ WOMEN’S MARKET. It is a criticismthat has been frequently put forward inthe time I have been in the trade thatthere is a lack of good product forwomen. This, however, does seem to bechanging where women’s product isdriving an ever increasing boost to sales.Since this evolution is relatively immature,this trend looks set to grow accordingly.■ TEAM SPORTS. These still benefit fromthe positive development of football. Thegrowing popularity of women’s footballwill drive increased revenue opportunitiesand further influence the women’s market.■ INNOVATION AND SMARTTECHNOLOGY. Across many industriestechnological advances are drivingconsumer demand and the sports sector isno different. The innovatory boost comingfrom outdoor textiles, footwear andhardware will continue unabated in thefuture. New high tech materials andtechnical improvements will involve afurther optimisation of equipments’functionality for the ambitious outdoorsports enthusiast. Hence it is certain toremain the most essential criterion foroutdoor clothing, footwear and hardwareto 2020 and beyond.
COM
MON
MARKET
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EUROPE
33www.sports-insight.co.uk
MORE ACTIVEThe sports market in Europe will not decline in the future,since older people remain active and sports-minded for farlonger than previous generations. Many European nationswill have an ageing population that will, in turn, directlyaffect the growth drivers within the trade. In the years aheadsports may well be determined by the 40-plus age group.
In the longer term, the generation of over 60 year oldsare likely to drive change in the sports industry, as sportbecomes seen as a way to maintain good health. As a result,employers may well encourage more physical activity amongemployees, thus driving the infrastructure of Europeancompanies to become increasingly geared towards sports.
What is in no doubt too is that at retailer level there willbe further consolidation and that ecommerce will becomeincreasingly important. The successful brands and retailers of2020 and beyond will be those that are already consideringthis longer term picture and creating the most effectivebusiness model to react to this market evolution.
“Across manyindustries
technologicaladvances are driving
consumer demandand the sports sector
is no different”
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INTERSPORTADIDASPREDATORINSTINCT2014
Intersport dps_SI Template 23/06/2014 09:44 Page 1
ADVERTORIAL
2014 marks the 20th anniversary of adidasPredator and Intersport will celebrate this with an
exciting Solar Blue colour exclusively. Launched back in 1994, this iconic boot
defines the meaning of cutting edge in modernfootball and this legacy will continue to
demonstrate it is still ahead of the game.
The exclusive and inline colour will launchsimultaneously in July at the most important ‘back
to club’ period. Intersport has created a top tiermarketing campaign that leverages the adidasglobal brand direction with a unique Intersport
differentiation to drive sales.
As products evolve so must communicationswhich means this campaign will be bolder andmore ingenious in our storytelling to create a
stronger resonance with the next generation ofPredator players.
The Intersport exclusive Solar Blue colour waywill offer consumers a complimentary difference
to its Solar Red cousin, with a full productpackage through footwear, apparel and hardware.
VISUAL IMPACT - A NEW APPROACH
Everything about the new visual approach isinspired by predators, and the striking animalistic
pattern on the boot.■ The focused intensity behind the eyes
■ The moment of predatory footballaction
■ The flash of animal instinct
The Intersport campaign features Xavi, Poli,Draxler and Dzeko who will be wearing the boot
on pitch along with other lead players in thepremiership.
It is an approach that will stand out becauseit's never been seen like this before in football
marketing. It will capture the audiences attention,spark their imagination and crucially, it is true to
the product.
The Intersport campaign will be brought to lifethrough digital channels, out of home advertising,
print advertising in key titles and at point of salewith instore installations.
Intersport dps_SI Template 23/06/2014 09:44 Page 2
emember the days of OpenAll Hours and Are You BeingServed? A time whencustomers popped in for achinwag and left clutching
something they had never intended tobuy. Back then, being a retailer was allabout taking the time to get to knowpeople and knowing what to say to keepthem coming back. People traded onfriendship and respect and business keptticking over.
Today that’s called relationshipbuilding, something people go on coursesto learn about and develop the right skillsfor. It’s a commercial cliché, regarded as ifit had never been done before. The old,organic style of providing customer carenaturally, of being genuinely interested inpeople and their lives, seems to havebeen overlooked as the way everyoneonce did business. Yet it is still thebackbone of independent success, a
36 Follow us @SportsInsightUK
Rpassionate approach that no corporatetraining in the world can emulate.
DREAMS AND DESIRESKnowing your customers and beinginvolved in their sporting dreams anddesires is the thing that keeps the tillsringing. The difference now is nobody hasthe time to stand and talk - theygenerally have one foot out the doorbefore you can even open your mouth toidle away some time with them.
But the fact is customers still want tobe recognised and made to feelimportant. The relationship they havewith, say, a hairdresser is a great example.Two cups of expensive designer coffeeand a chat about football, celebrities,politics and the price of eggs and, bingo,who’s going to question a bill for a quicktrim that once cost pennies? They’veenjoyed being there and being listened to- and that’s what makes them tick.
“By having your own Facebook page, it becomes easy tostart building your audience and customer base”
Getting the local community onside isthe critical challenge for every retailoutlet at the heart of an area. You can, ofcourse, focus on clubs and groups, but itis the individuals that really count. Sohow can you build the relationships thatturn shop talk into sales?
Social media is key. The days when aretailer thought they didn’t need a websiteare past. And a website is nothing morethan a virtual shop window - you still needto get customers through the virtual doorif they are going to buy online.
Price, of course, is a big influencer,but losing out to the internet issomething that only happens whencustomers don’t care anymore. Which iswhy they need to get to know you.Facebook is to be loved and looked at,not feared. It has to be managedproperly, but this powerfulcommunications platform is nothing morethan your shop assistant.
TALKIt’s good to
Lauren Fox looks at how you can usemodern technology to connect more
effectively with customers
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SOCIAL MEDIA
Think of it as someone listening andtalking to their friends. By having yourown Facebook page - a very simpleprocess - it becomes easy to startbuilding your audience and customerbase. Whether you run competitions, talkabout topical sporting stories or simplycomment on what your customers aredoing, you are having a chinwag.
SHARED DIALOGUE‘Join the conversation’ is a common phraseused by brands to promote their socialmedia activities. Why? Because it’s whatreassures people it’s a shared dialogue.
And while you’re sharing interestingmaterial and liking what you are bothdoing, you are more likely to reach thatpoint where you can say: “Look what Ihave for you”. Do they want to pop in forit, can they buy online or could you callthem to sort out the purchase? Therelationship is the same, it’s just
happening over a computer rather than a counter.
With your own Facebook page setup, you can chat with your audienceand find new customers effectively and quickly. Also, supplement yourFacebook activities with Twitter. This site limits you to 140 characters per message - use them to connect and send your customers to yourFacebook page or website. The added bonus is that, like Facebook,Twitter is free to use.
Local networking groups are popularand I have been to many a meetingwhere everyone explains what they do,swaps cards and then waits for the salesto roll in.
But for retailing in the modern worldit’s a method of doing business thattakes time and, at the end of the day,nobody is going to solve yourcommercial challenges other than you.
DIGITAL MEDIAAt the recent Sports Industry Awards, itwas notable that there was a significantfocus on digital media. It showed howeven smaller enterprises could createcampaigns that captured the imagination,making people want to chat and becomepart of the conversation.
It can be as simple as you want it to be,but the main thing is to start talking. Postingstories, anecdotes and interestinginformation online is the way to get attention- and people will want to chat back.
Promoting what you are doing can beas easy as creating a business card withyour Facebook and Twitter links on them.Why not add details of a prize draw andstart building fans? After all that’s whatretailing was built on and still is - creatingrelationships. Tech savvy young staff canset up a Facebook page in less time thana lunch hour and then all you need to dois start the conversation.
37www.sports-insight.co.uk
Providing customer care naturally isstill the backbone of retail success
K
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t’s not what you know, it’s who youknow is one of those phrases
everyone understands - socialnetworks often matter more than
your skills and education. And howyou communicate with your customers will have a
direct impact on whether or not they want to buyyour product or service.
Today who you know in the virtual worldcounts just as much as who you know in the real
one. With 82 per cent of the UK population onlineand 900 million registered users on Facebook, 300
million Twitter users, 100 million Google+ users and200 million LinkedIn users, it’s clear getting social
online matters. What is social media? Moz, a website dedicated
to all things SEO and social, defines social media asa way for people to communicate and interact
online and explains there are a rapidly growingnumber of platforms, including those that are
owned (hosted communities, blogs), rented (socialnetworks or third party communities) and
occupied (commenting, contributing).There’s an element of randomness, as there is
in any social interaction. The key is to choose theright people to talk to, or as social media parlance
would have it, engage with. But how do you navigate the superhighway of
networks and contacts? Here’s a seven-step guide tohelp you create a DIY social media campaign.
START WITH FACEBOOK AND TWITTERFacebook remains the most popular social media
platform among marketers. Getting Likes issomething many brands are focused on and it’s not
surprising. However, there are no shortcut togetting likes on Facebook, while attracting followerson Twitter requires focus and time.
Post regularly (once or twice a day), postinteresting and engaging content (see images andvideos below) and tell people about your pages inyour other advertising activities.
You can use apps such as Pagemodo onFacebook to set up a Like Gate, a gateway toyour page that may, for example, feature acompetition. To enter the competition,people have to like your page and fill in aform, which is handy for data capture.Obviously, you need to direct people toenter these competitions using traditionalmarketing methods such as a
38 Follow us @SportsInsightUK
Inewsletter, word of mouth or even as a
footer on your emails. Twitter is the second most popular
platform, with 83 per cent of marketerssurveyed saying they use it. Mastering the
hashtag and becoming a wordsmith of 140characters are also skills you will need to develop.
MASTER THE HASHTAGWebsites such as Hashtracking.com are great for
instant feedback. Other clever ways of usinghashtags are to create a social media aggregator,
which enables you to monitor the activity of aparticular hashtag in one place. Tools such as those
provided by Dialogfeed are worth exploring.
FIND THE INFLUENCERSInfluencers in the world of social media are
people who share the messages from brands,spread the word about interesting research and
get people talking. They have a large number offollowers and know how to get more.
How do you find them? Apps like BuzzSumoare a simple and effective way to source top
content in the area you’re interested in and find outwho’s sharing it and with whom. Simply type one to
two keywords that are likely to appear in the titlesof content related to your industry - sports
marketing, for example. And don’t forget Klout, asthe higher the Klout Score the more influential the
brand or individual is. Websites such as HootSuiteprovide users with a number of useful tools,
including easy to see Klout scores of Twitter usersthat help you select who to engage with.
BEST BLOGGING TIPSCreate your own team of bloggers. At a recent
conference for the SEO industry, the message wasclear - get to know your bloggers and before
asking them to supply you with free contentalways consider what’s in it for them. Build a
relationship with writers and give as well as take. Avoid asking a professional writer or editor to
contribute to your blog for free. Rates for qualityjournalists are surprisingly low and if you commission
in bulk you could pay a good writer less than £1,000for around 10 blog posts. Get in touch with bodies
that represent these writers, such as the FitnessWriters’ Association and the Sports Journalists’
Association. For a more generic list of journalists,check out Journalisted.com and Muckrack.com.
Social media is nowfirmly entrenched in the
marketing plans of big andsmall brands alike. FionaBuglerguides you through
the basics and offers someexpert tips for anyone wanting
to get to grips with the messagesthey’re putting out on their
multimedia platforms
SOCIALMEDIASAVVY
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39www.sports-insight.co.uk
CONTENT IS KINGWhether it’s 140 characters on Twitter, a post on Facebook or
a 450 to 650-word blog post, good content matters. At theBrightonSEO conference, Julia Ogden, a former local newspaper
editor and now head of content at digital marketing agencyZazzle, reminded those in attendance that the principles of
good journalism are well worth adhering to, includingintroducing key facts, answering questions up front, having a
human angle, avoiding the use of jargon and adding somevariety with quotes. Be the storyteller and the authority in your
industry. Become the expert voice and back up what you saywith links and cross references.
A PICTURE IS WORTH A THOUSAND WORDSTake time to learn how to use Photoshop and video, as good
images are big hits in the world of social media. Investigate onlinepicture resources such as Flickr, iStock and Stocksy. At
BrightonSEO, Vicke Cheung, a graphic designer at onlinemarketing agency Distilled, recommended Stocksy for a less bland
and more engaging library of images. Use iPhone images for instant impact and that newsy feel. And
be active on platforms such as YouTube, Instagram and Pinterest,ensuring all your social media is integrated.
MEASURE ITTools such as HootSuite, TweetAdder and Facebook Insights
allow you to measure the results of your campaigns. Forconsistency, get in the habit of producing regular monthly reports.
Set up a system that records as much information as possibleon spreadsheets. Ensure your marketing schedule and content are
in sync with your social media campaign, so if you’re launching anew product, plan newsletters, press releases, events, shows and
social media all at once. Also, monitor what your competitors are up to using tools
such as Pages to Watch on Facebook and Google Alerts.
RESOURCESAND TOOLS
■ Mashable.com. Source of news,information and resources.■ Socialmediatoday.com. News and
analysis on social media marketing,strategy and social business.■ Hootsuite.com. A social media
management dashboard.■ Klout.com. Uses social media
analytics to rank its users accordingto online social influence via the
Klout Score, a numerical valuebetween one and 100.■ Moz.com. Helps you to track SEO,
social, brand and content marketing.■ Buzzsumo.com. Find the most
shared content and key influencers.
Social_SI Template 20/06/2014 16:01 Page 2
t was a case of so near, yetso far for England’s finestplayers in the oldestestablished showpiece eventin squash, the British Open.
The experiences of reigning worldchampions Nick Matthew and LauraMassaro at the Hull Sports Arena last Maybear a similarity to how squash fares as awhole in the wider world. A sport that isso popular, respected as one of the mostdemanding to play and with home starsat its pinnacle gets a fraction of themedia coverage devoted to others.
Matthew and Massaro lost in theirrespective finals. Massaro was thedefending champion and Matthew hadwon the title three times, yet both arelittle known to many of the 240,000regular squash players in the UK, let alonethe average man or woman on the street.To alleviate this, every effort was made inHull to attract a new audience.
RAISING THE PROFILE“The crowds for the finals were verygood, despite a clash with Hull’sappearance in the FA Cup final andduring the week England Squash had1,000-1,800 kids come in to watch theday sessions,” former professional playerTim Garner of Eventis, the tournament’spromoter, says.
“It was a great way to raise the profileof the sport to get so many young peoplein to watch the second most importanttournament in the world. When theywalked in, you could hear them say ‘Wow’when they saw the glass cube court. Manyprobably thought all squash is played onsuch a court. We feel we are creating alegacy for the sport with such events.”
The use of a glass walled standalonecourt is now common at all the bigtournaments around the world. It wasviewed as a massive step forward when itwas brought in, allowing the sport to beviewed on four sides, rather than purelyfrom the back, as is the case with aconventional court.
High speed and 360° cameracoverage, plus super slow motion
40 Follow us @SportsInsightUK
Britain has some of the best squash players in the world and theBritish Open is still considered as the Wimbledon of the sport, yet this
year’s tournament passed with little fanfare. What can be done toimprove its visibility and increase sales? Adrian Hill reports
Itechnology, has brought the sport to lifeon television and squash has put its ownslant on the use of technology within theframework of match play in an effort tonot just bring clarity to decisions, but alsoeducate the non-committed viewer in itsfiner points.
Garner explains: “The ProfessionalSquash Association has developedSquash Radio, which enables spectatorsto listen into match commentary onSquash TV. We have also seen videoreplay reviews when we have had trafficproblems on court - it engages thecrowd.”
The ability to put up a cube anywherehas allowed squash to be played in somestunning locations, creating the visualspectacle it lacked when constrained bybeing played purely in an enclosedsetting.
“Wherever glass walled courts are putup - we have seen them next to thePyramids in Egypt and at New York’s GrandCentral Terminal - it does tend to creategreat pictures to sell the sport and gives usthe ability to go to the masses,” Garner says.“Most people who come to watch wouldnot be likely to go to an enclosed venue.
“England Squash have beeninnovative and very proactive in takingthe sport to mini squash venues set up inshopping malls, such as the TraffordCentre. There is also The Big Hit, ascheme where you can enter yourpostcode online and be told where yournearest squash centre is.
“The manufacturers need to utilise theplayers they sponsor more to developtheir personalities. If you look at tennis,they have the big four - Nadal, Djokovic,Federer and Murray. Why can’t squashdo something similar with GregoryGaultier, Nick Matthew, Mohamed ElShorbagy and Ramy Ashour?”
POOR RELATIONSSquash players always will be the poorrelations of tennis players. Nick Matthewhas a panoply of squash industry relatedsponsors such as Dunlop and Hi-Tec, buthas no backers from companies unrelated
Britain’s best kept secret
to the sport other than Trion:Z and hisconnection to Jaguar via its sportsacademy mentoring programme.
Compare that to Andy Murray, who hassponsorship deals with Royal Bank ofScotland and watchmaker Rado, inaddition to multi-million pound agreementswith his racquet supplier Head and kitprovider adidas. It was estimated thatMurray’s Wimbledon victory could earnhim up to £15 million per year inendorsements alone. The Scot would needto only win a few matches at SW19 to earnas much as the top squash players are paidin a year.
Yet squash can stand its ground as oneof the most popular leisure activities around.It’s played by 20 million people in over 180different countries. Sport England’s 2013Active People Survey found it was the 10thhighest participation sport behindswimming, athletics, cycling, football, golf,badminton, tennis, equestrian and bowls,but ahead of cricket and both rugby codes.
“Having a pair of world championsover the past year has helped get usmore coverage in the media and raisedthe profile of the sport,” Garner argues.“Nick Matthew has been on A Questionof Sport twice in the past six months,which is unheard of for a squash player.”
MINORITY SPORTHowever, squash still suffers from beingpatronised as a minority sport. It’s clearthere’s frustration it can’t break throughand two consecutive near misses as itsought inclusion on the Olympicprogramme can only have added to thisfeeling.
Garner is sanguine about squash’sOlympic prospects: “Squash is in all themajor games apart from the Olympics. Itwould be wonderful to be an Olympicsport, but we want the Olympics to wantus and not the other way round.”
Many would wish squash well in itsbattle for more visibility and coverage,but with the established sportsdominating the media it could well be acase of an exciting pastime continuing tobang itself against a brick wall.
Squash_SI Template 20/06/2014 16:02 Page 1
SQUASH
41www.sports-insight.co.uk
TURBO CHARGED CHESSSquash prides itself on being an all action activity played at great speed. A ball has been
measured as being struck at up to 175 mph. The inherent attraction is the one on onebattle of wits between athletes cocooned in a 10mx6m box. It has been described as a
turbo charged game of chess.Racquets are getting lighter in the quest to provide even greater head speed - the
force of the racquet going through the ball - and, thus, more power. Squash racquetsused to be made of laminated timber, before the 1980s saw the move to lighter, carbon-
based materials such as graphite and the strings produced synthetically.Squash is not a sport that has stood still. The elite professional world tour circuit forboth men and women now encompasses events on all six continents. Changes to
scoring, technological advances in equipment and glass courts have all highlighted asport that doesn’t rest on its laurels.
One thing that has never changed, though, is the undoubted health benefit of a highlyaerobic sport that also requires hand-eye coordination. An average person can burn 900
calories per hour at the gym, while it’s 1,300 playing squash.
Squash_SI Template 20/06/2014 16:02 Page 2
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Hoka_Layout 1 20/06/2014 10:46 Page 1
BECOME A FIT EXPERTSINCE 2006 CURREXSOLE HAS BEEN PROMOTINGTHE FACT THAT THE FOOT SHOULD BE GUIDED,EMPOWERED AND COMFORTABLE. YET THE‘EXPERTS’ TOLD US THAT ‘ALIGNMENT’ OR ‘BEINGSTRAIGHT’ WAS THE WAY TO GO.
Yet there were some retailers who embraced‘individualise, guide and empower’ and become fittingexperts - right shoe, right insole. Like golfers wantingfitted golf clubs and cyclists wanting a bike fit, we arestarting to see the day when insoles will be the norm -as ski insoles are with ski boots.
It’s worth noting that being in the ‘fit market’ separatesyou from online. With currexSole’s ‘try on’ philosophy,you can’t offer a better service.
Want to join the revolution? Call 01344 623883 or visit www.currexSole.com
RUNNING|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
CEP RUN SHORTS 2.0 CEP SPORTS COMPRESSION, THE
INTELLIGENT SPORTSWEAR BRAND,HAS A WIDE RANGE OF DEDICATED
PRODUCTS FOR RUNNING ANDATHLETICS, WITH ITS RUN SHORTS 2.0THE LATEST TO MAKE HEADLINES BY
WINNING THE PRESTIGIOUS PLUS XAWARD IN GERMANY IN NOT JUST
ONE BUT TWO CATEGORIES - HIGHQUALITY AND FUNCTIONALITY.
With medi compression in the leg, product benefits include
optimum performance and fasterrecovery, effective injury prevention,maximum muscle stabilisation, heat and moisture management, perfect
fit and ultimate comfort.
CEP Run Shorts 2.0 come in two genderspecific versions. RRP: £79.99.
For more information visitshop.cepsports.co.uk
Facebook:www.facebook.com/cepsportsuk
Twitter: @CEPSportsUKIf you’re interested in stocking CEP, call
01432 373500 or email [email protected]
44 Follow us @SportsInsightUK
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SINCE 2006 CURREXSOLE HAS BEEN PROMOTING THE FACTTHAT THE FOOT SHOULD BE GUIDED, EMPOWERED AND
COMFORTABLE. YET THE ‘EXPERTS’ TOLD US THAT‘ALIGNMENT’ OR ‘BEING STRAIGHT’ WAS THE WAY TO GO
RUN SHORTS 2.0ARE THE LATEST
TO MAKEHEADLINES BYWINNING THEPRESTIGIOUS
PLUS X AWARD
Running Profiles_News 1QX (lewis) 20/06/2014 15:47 Page 1
IN SEASON RUNNING
TROLLEY DASH|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||lll1. GEL-SUPER J33. ASICS. WWW.ASICS.CO.UK2. SOCKS FOR RUNNERS 2014. HILLY. WWW.HILLYSOCKS.COM3. RACE ULTRA 290. INOV-8. WWW.INOV-8.COM
45www.sports-insight.co.uk
1 3
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GOLA ACTIVE ADDSCOMPRESSION BASE LAYERS TO ITS COLLECTIONLAUNCHING FOR AUTUMN/WINTER 2014 IS A COLLECTIONOF GOLA ACTIVE MEN’S COMPRESSION BASE LAYERS.
Initially the collection will comprise a long sleeve top and pairof shorts. Each piece combines functional style with technicalattributes to give the wearer the confidence to challengetheir performance levels and achieve their fitness goals.
Engineered to exacting standards, the compression baselayers have four-way stretch for ultimate mobility, plus theflat lock seams ensure comfortable body contact. With theaddition of sweat wicking properties, the wearer will stay dryand cool even in testing environments.
For further information call Apparel Direct on 01706 223988or email [email protected]
HILLY PERSONAL COMPRESSION SYSTEMHILLY UNVEILED ITS NEW LINE OF COMPRESSION SLEEVES IN JUNE.
The 2015 collection introduces a new, widerrange of compression sleeves and includeseight new styles and colour options,expanding on the current compression sock and sleeve offering.
The compression sleeves now utilise calf andleg sizing to provide optimum fit andpremium compression benefits.
Be one of the first to see the new range: STAG - June 29-30, Cotswolds.Lakes Roadshow - July 1-3, Kendal.Brighton Roadshow - July 3-4, Brighton. Guildford Road Show - July 7-8, Guildford.
For more information or to place an order with Hilly call your local sales rep or the sales office on 0161 366 5020.
Northern UK - Andy Norman. Tel: 07515 597987. Western UK - Simon Plaskitt. Tel: 07764 535143.North West UK - Laura Finucane. Tel: 07768 822955.South East - Alex Wilson. Tel: 07766 365309.Eastern Counties/Midland UK - Rob Groome. Tel: 07973 319125.Ireland - KTR Enterprises. Tel: +353 1 288 0311. Email: [email protected]
THE 2015 COLLECTIONINTRODUCES A NEW,WIDER RANGE OFCOMPRESSION SLEEVES
2
Running Profiles_News 1QX (lewis) 20/06/2014 15:47 Page 2
RUNNING|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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INOV-8 IS SET TO LAUNCH THENEXT GENERATION F-LITENEW FOR SPRING/SUMMER 2015, THE F-LITE 235 HASBEEN SPECIFICALLY DESIGNED FOR FUNCTIONAL FITNESS.
Working closely with the most committed athletes in theworld, inov-8 is bringing to market a shoe that will annihilateall WODs, no matter how brutal.
The f-lite 235 is a zero drop (heel to toe differential) offering,with cushioning and increased flexibility delivered throughnew multi-directional Meta-Flex technology. All unnecessaryoutsole rubber has been stripped back to achieve optimalsideways flexibility, a reduction in weight and protection forthe metatarsal heads.
Traction and durability on rope climbs have been significantlyimproved with a new 360-degree Rope-Tec system, extendedinto the shoe’s upper.
A super-soft microfibre toe box and pressure venting stretchmesh combine to deliver friction free workouts, while the toebumper has been reconstructed for ultimate protectionagainst burpee fatigue.
Available in inov-8’s standard fit, there are two colour optionsfor both men and women.
For more information call 01388 744900 or visit www.inov-8.com
HOKA ONE ONE CONQUEST IISAY HELLO TO THE NEXT GENERATION OF ROAD RUNNINGSHOES. THE CONQUEST II FROM HOKA ONE ONE BOASTS29MM OF OVERSIZE CUSHIONING, OFFERINGUNPARALLELED COMFORT AND GREAT SHOCKABSORPTION WHEN RUNNING ON HARD SURFACES.
It is an excellent shoe for training or recovery runs, thanks to itssuperior cushioning, while the Meta-Rocker profile alsopromotes an energy efficient transition.
RMAT technology, which is designed to provide increasedrebound, improved durability and exceptional grip, even in wetconditions, is HOKA’s secret weapon. You won’t find RMAT onany other running shoes and its unique blend of rubber andEVA has to be experienced to be believed.
For more information call +44 (0)7711 005982 or email [email protected]
46 Follow us @SportsInsightUK
Running Profiles_News 1QX (lewis) 20/06/2014 15:48 Page 3
IN SEASON RUNNING
TROLLEY DASH|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||lll1. FIVEFINGERS SEEYA. [email protected]. WOMEN’S TRAIL CARGO TANK. RONHILL3. CURREXSOLE INSOLES. MAR-SYSTEMS. WWW.CURREXSOLE.COM1
3
MAKING THEUNCOMFORTABLE,
COMFORTABLERUNDERWEAR IS DESIGNED USING
360 DEGREE SEAMLESSTECHNOLOGY CONSTRUCTION TO
GIVE YOU THE ULTIMATE COMFORTLEVELS YOU NEED.
The moisture wicking transportsystem removes moisture from your
skin quickly, helping you to retainoptimum body temperature where
you need it most.
Runderwear turns the uncomfortableinto the comfortable, achieving freer,
faster movement. Ergonomicallydesigned, Runderwear moves with
your body and hasimproved core temperature control,
while the fabric is lightweight anddurable with consistent fabric return..
For more information call 0845 5199 118,email [email protected] or
[email protected] or visitwww.runbreeze.com
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
RONHILL - COMING TO A TOWN NEAR YOUTHE NEW SPRING/SUMMER 2015 COLLECTION WASOFFICIALLY LAUNCHED TO THE TRADE FROM THE FIRSTWEEK OF JUNE. THE RANGE FEATURES NEW TRAILRUNNING PRODUCTS, EXCITING COLOUR PALETTES ANDSTYLING, PLUS NEW ESSENTIAL ACCESSORIES.
Following the success of previous seasons, Ronhill has joined with sister brand Hilly in hosting a series of stockrooms across the UK: STAG - June 29-30, Cotswolds.Lakes Roadshow - July 1-3, Kendal.Brighton Roadshow - July 3-4, Brighton. Guildford Road Show - July 7-8, Guildford.
Please book an appointment with your local salesrepresentative:Northern UK - Andy Norman. Tel: 07515 597987. Western UK - Simon Plaskitt. Tel: 07764 535143.North West UK - Laura Finucane. Tel: 07768 822955.South East - Alex Wilson. Tel: 07766 365309.Eastern Counties/Midland UK - Rob Groome. Tel: 07973 319125.Ireland - KTR Enterprises. Tel: +353 1 288 0311. Email: [email protected]
For more information or to place an order with Ronhill callyour local sales rep or the sales office on 0161 366 5020.
47www.sports-insight.co.uk
2
Running Profiles_News 1QX (lewis) 20/06/2014 16:52 Page 4
ASICS LAUNCH
NEW CUSTOMER
WEBSITEExperience the new and
improved web shop for UK & Ireland retail customers,
which is now live.
Key features on the new site are:
- Shop the current season product with real-time information on stock availability
- Improved user journey from purchase with regular email updates
- Access to sales campaigns- Ability to order closeout products
- Download digital assets for online shop usage- Order Point of Sale materials for in-store display
See your ASICS Representatives for more details, or contact ASICS Customer
Services Department on 01925 243 360.
Shockdoctor_Layout 1 20/06/2014 10:47 Page 1
RUGBY|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
NEW COLOUROPTIONS FOR
OPTIMUM RUGBY AND
FOOTBALL BOOTSFOLLOWING THE SUCCESS OF
THE VELOCITY, BLAZE ANDTRIBAL RUGBY BOOTS,
OPTIMUM HAS INCREASED THERANGE OF COLOURSAVAILABLE WITH THE
INTRODUCTION OF TWO NEWCOLOUR OPTIONS.
Both the Tribal rugby boots andnew football boots in both junior
and senior sizes will now beavailable in a neon blue and green
and a fluro yellow and purple, aswell as the more traditional blackand red and black and blue, in all
stud formations and fastenings.
For more information on the newrugby and football boots range, orany other Optimum products, call
01942 497707 or contact your localOptimum sales representatives.
THE 6500 HEXSHOOTER ARM SLEEVE
IS A COMPRESSIONSLEEVE WITH ADDEDELBOW PROTECTION
OPTIMUM HAS INCREASED THE RANGE OFCOLOURS AVAILABLE WITH THE INTRODUCTIONOF TWO NEW COLOUR OPTIONS
50 Follow us @SportsInsightUK
MCDAVIDMCDAVID’S 6560 COMPRESSION ARM SLEEVE KEEPS ARMMUSCLES WARM AND ACTIVE WITH COMPRESSION TECHNOLOGYTHAT AIDS PERFORMANCE AND SPEEDS UP RECOVERY.
The comfort fit improves the second skin feel and preventsirritation. The compression sleeve contains hDc moisturemanagement technology that regulates your body temperature,thanks to an optimal moisture transport system with increasedventilation. The sleeve provides 50+ UV skin protection and isavailable in five colour styles.
The 6500 Hex Shooter Arm Sleeve is a compression sleeve withadded elbow protection - a 10cm pad of 9mm Hex technologycovers the elbow area. Required in sports where elbows are at riskof clashing with obstacles or other people, the compression sleevecontains hDc moisture management technology that regulatesyour body temperature, thanks to an optimal moisture transportsystem with increased ventilation. Available in five colour styles.
For more information call 0800 980 1066.
You can also contact your local sales representatives:Eric Muir: Scotland. Tel: 07940 598779.Brian Hutchinson: All Ireland. Tel: 07595 543835.Daniel Hume: north and Midlands. Tel: 07960 013475.Michael Morgan: Wales and south west. Tel: 07973 802986.Richard Morris: London and south east. Tel: 07778 159180.
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
Rugby Profiles_News 1QX (lewis) 20/06/2014 15:42 Page 1
IN SEASON RUGBY
TROLLEY DASH|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||lll1. GEL MAX FLAVOUR FUSION. SHOCK DOCTOR. [email protected]. INFERNO RANGE. OPTIMUM. 01942 4977073. LINEOUT LIFTING SUPPORT. [email protected]
SHOCK DOCTOR CELEBRATESOVER 20 YEARS OF FEARLESSPROTECTIONSHOCK DOCTOR REVOLUTIONISED THE INDUSTRY WITH ITSFIRST SHOCK DOCTOR MOUTHGUARD IN 1993 AND EVERSINCE THE COMPANY HAS BEEN PROTECTING ATHLETESFROM GRASS ROOTS TO ELITE PROFESSIONALS.
For over 20 years Shock Doctor has been committed toproviding some of the world’s most cutting edge protectiontechnology, combining design and functionality to achievebetter protection and performance. Shock Doctor is now theworld’s number one selling mouthguard and is trusted byfearless athletes in a growing number of sports.
To become a stockist call Hy-Pro International on +44(0)1582 670100 or email [email protected]
||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||51www.sports-insight.co.uk
SHOCK DOCTOR IS NOWTHE WORLD’S NUMBERONE SELLINGMOUTHGUARD AND ISTRUSTED BY FEARLESSATHLETES IN A GROWINGNUMBER OF SPORTS
1
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TIGERTURF UKTIGERTURF UK IS PART OF A WORLDWIDEORGANISATION SPECIALISING IN THE MANUFACTUREAND SUPPLY OF ARTIFICIAL TURF FOR THE SPORT ANDLANDSCAPE MARKET.
With over 30 years’ experience devoted to providing qualityassured products, TigerTurf is active through its distributionnetwork in more than 35 countries across Europe, the MiddleEast, Asia, Africa, the USA, Australia and New Zealand.
It has invested in skilled workers and state of the arttechnology to ensure quality engineered artificial turf isdelivered to customers every time.
The company’s landscape range replicates the varied tones,shapes and soft feel of individual blades of grass, making itthe most realistic on the market. With sports products,TigerTurf strives to deliver the most dynamic, innovativerange of high performance engineered surfaces for football,rugby, hockey and multisports use.
For more information call 01299 253 966, [email protected] or visit www.tigerturf.com/uk
2 3
Rugby Profiles_News 1QX (lewis) 20/06/2014 15:42 Page 2
Opro_Layout 1 20/06/2014 10:47 Page 1
01206 505947
www.sports-insight.co.uk
Must read information written
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Featuring industry news, latest
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053_Layout 1 20/06/2014 10:56 Page 1
FOOTBALL
REUSCHTHE WORLD CUP IS ON AND KIDS LOVE TO HAVE
A KICK ABOUT AND EMULATE THEIR HEROES.
All Reusch sponsored goalkeepers at the World Cup,including Brazil’s Julio Cesar, will be wearing a special
glove design, the Waorani LTD. There is a full rangeof both match and replica gloves available, includingthe Waorani Pro SG Junior LTD, available in sizes 4-7.
Featuring the exclusive World Cup colourway, thesame cut as the glove worn in the tournament and afull latex backhand, kids can enjoy wearing a quality
glove and look like some of their favourite players.
For more information call Bob Fidler on 0161 439 4383 or email [email protected]
Twitter: @ReuschUK Facebook: Reusch UK
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
IN SEASON FOOTBALL
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
THERE IS A FULLRANGE OF BOTH
MATCH AND REPLICAGLOVES AVAILABLE
The 32-panel construction hasbeen thermobonded to provideexcellent playing characteristics.
Thermobonding technologyprovides outstanding roundness and
an extremely low water uptake. Thematerials used on this ball help with
the true flight characteristics,especially the sponge carcass, whichmakes up the additional foam layer tothe durable PU material. Available insize 5 only and in two colours - fluored/black/silver and white/cyan/black.
Uhlsport’s new CarbonFlextechnology results in ultra light andflexible shinguards. Flexibility is not aword usually associated withshinguards, as historically they’vebeen built to be rigid and robust.However, a material mix of PP andcarbon makes it possible to produce alightweight, flexible guard with a highlevel of protection.
The special construction means thepanels will flex around the shin todistribute impact, while a separatecompression sock is supplied foradvanced blood pressure andcirculation properties to prevent strains and pulls. Available in small,medium and large.
For more information on theUhlsport range call 08448 849861 or email [email protected] your local salesrepresentative:Eric Muir: Scotland. Tel: 07940 598779.Brian Hutchinson: All Ireland. Tel: 07595 543835.Daniel Hume: North and Midlands. Tel: 07960 013475.Michael Morgan: Wales and SouthWest. Tel: 07973 802986.Richard Morris: London and SouthEast. Tel: 07778 159180.
UHLSPORT M-KONZEPT SUPREMEBALL AND CARBON FLEX SHINGUARDFIFA QUALITY APPROVED, THIS BALL IS ONE OF THE TOP LEVELBALLS IN THE UHLSPORT RANGE.
54 Follow us @SportsInsightUK
Football Profiles_News 1QX (lewis) 20/06/2014 14:15 Page 1
tigerturf.com
t: 01299 253 966e: [email protected]
TigerTurf™ UK Ltd is part of a worldwide organisation specialising in the manufacture and supply of artificial turf for the sport and landscape market.With over 30 years’ experience, devoted to providing quality assured products, TigerTurf is active through its distribution network in more than 35 countries across Europe, Middle East, Asia, Africa, United States of America, Australia and New Zealand.
We have invested in skilled workers and state of the art technology to ensure quality engineered artificial turf is delivered to our customers every time.
Our landscape range replicates the varied tones, shapes and soft feel of individual blades of grass, making it the most realistic on the market. With sports products, we strive to deliver the most dynamic, innovative range of high performance engineered surfaces for Soccer, Rugby, Hockey, Tennis and Multi-Sport use.
Tennis Advert A4.indd 2 24/04/2014 10:37
Steve Bernstein, sales director at sports nutrition
USN, explains. “The bodybuilding market is still a
key bedrock of the nutriti
on business, but there’s a
huge growth across all categories, including core
fitness, ready-to-drink, bars, snack and diet
supplements. All we’ve done is embrace the
product development that’s needed to meet
consumers’ aspirations and expectations.”
Bernstein adds: “Consumers are increasingly
driven to increase their fitness and improve health,
as evidenced by our massively successful and
high profile Body Makeover Challenge, which not
only promotes our products, but also
encourages significant changes to lifestyle
generally. Not that th
e only way to beat
obesity is through sports nutrition - our
industry is just one component in the
obesity fight.”
The Body Makeover Challenge runs
throughout the whole of 2014 and
challenges participants to transform their
fitness levels in 12-week programmes.
The competition culminates in the
selection of 12 finalists, who all receive
prize bundles from
USN, with the overall
male and female
winners receiving
£5,000
riven by the global obesity crisis,
improved fitness and health is becoming
increasingly important - and the result is
a significant knock-on effect in the sports
nutrition market.
According to market research company
Euromonitor, sports nutrition enjoyed a strong rate of
growth in the five years from 2007-2012 - and is still
growing. Averaging seven per cent value growth, the
sector has grown faster than any other category of
consumer health worldwide.
CLIMB
The UK is no less immune to this trend than anywhere
else. Despite the VAT increase that hit the category at
the end of 2012, in 2013 sports nutrition sales
continued to climb, growing by 16 per cent in current
value terms and reaching value sales of £301 million.
Brands reacted quickly to the VAT increase and were
able to maintain the growth rates that characterised
the category in recent years.
The growth in the market is surprising, given that
until fairly recently sports nutritio
n existed on the
outer margins of consumer health. Given its close
association with bodybuilding, it had a negative
image that was focused mainly on concerns about
unsafe ingredients, including steroids and banned
substances. While to an extent these concerns still
exist, the reputation of the industry is changing.
“I don’t th
ink the industry is doing anything in
particular other than respond to consumer demand,”
56 Follow us @SportsInsightUK
The sports nutrition market isbooming. Louise Ramsay finds outfrom Steve Bernstein, sales director
at USN, how retailers can benefit
SPORTS NUTRITION
D
NUTS ABOUT
NUTRITION
In Season Supplements_SI Template 20/06/2014 14:58 Page 1
57www.sports-insight.co.uk
“Despite our best efforts, the
independent sports market is not a key
sales driver,” Bernstein says. “It’
s a fact of life that
the mainstream retailers offer much higher volume
sales due to their extra footfall and promotional
support plans. But th
is doesn’t mean independent
retailers can’t make sports supplements work. To
do it though they need to embrace what th
e
multiples do and utilise the advantages they have.
“By working with us on range selection,
targeting their demographic and using good POS,
educational literature at th
e point of selection and
trained staff, they can enhance their offering.
Indeed, the training aspect is one area where they
have a huge advantage over the multiples, who
don’t always have staff on hand to assist in
consumer purchases.
“By the staff understanding the customer’s
sport and their physical needs, they can tailor the
products they need as an add on. In retailing, it’s all
about maximising sales by effectively utilising staff,
stock and selling space. Sports nutrition can give
them that extra contribution.”
And what can USN offer to retailers in support
of sport nutritio
n retailing?
“We pride ourselves on our magnificent field
support,” Bernstein says. “Regular visits, tra
ining of
staff, putting up POS, distributing lite
rature
and even doing open days and store
events to get over the USN message
all enhances the brand in any branch.”
cash and status as the face of the challenge.
The competition is judged on three core aspects
- before and after photos, key measurements and a
report on how the participant’s life
style has
changed. Participants must also use at least one
variety of USN’s product during their 12-week
programme to be eligible.
The Body Makeover Challenge is just o
ne of the
examples of how USN is successfu
lly promoting its
products. “We’re the fastest g
rowing brand in the UK,
but while consumer demand obviously helps with
that, not every major brand is in growth like us,”
Bernstein says. “Indeed, some are in decline or
stagnant. Companies like ours, w
ho are at the cutting
edge of new product development and continuing to
develop new sales channels, will prosper. If
not, they
will decline and eventually disappear.”
MAINSTREAM
But despite a buoyant market, in general it’s
only
major retailers that have been adept at cashing
in on sports nutrition products, with
independent retailers being far less keen
to take them on.
IN SEASON
In Season Supplements_SI Template 20/06/2014 14:59 Page 2
It does, however, mean racquetsports brands are chasing fewercustomers and retailers are less keento take risks. So what will encouragea wary retailer to add an unprovenline to an order? And just how muchproduct is a manufacturer willing togive away to secure shelf space?
The reality is that deals aregreatly affected by a kaleidoscopeof incentives, which vary greatly insize and scope. Deals differ fromshop to shop and season to seasonand while shops and manufacturersmay not have quite the sameagenda they both ultimately wantthe same thing - to get product intocustomers’ hands.
Andy Catchpole is racketsportscategory manager at HEAD UK,which sponsors Andy Murray. “Wedo lots of different deals withdifferent retailers,” he says. “A betterdeal on an early launch usually workswell. For instance, last November wereleased the new Andy MurrayGraphene Radical range toindependent retailers ahead of thegeneral release to bigger retailersand also at slightly lower prices.”
HEAD finds a move like this helpsto tease the market, a bit like asneak preview. It doesn’t just giveretailers an edge over bigger sportsshops, it helps create a buzz aroundthe products too. HEAD also offersdiscounts to retailers depending onhow much, and what kinds of
products, they buy in.“Another thing we can do is
offer extended payment terms,”Catchpole says. “Buying groupsalso get a better deal, but we wantit to be a level playing field. We dosome deals with smaller retailers,but it’s on a case-by-case basis anda lot of it depends on how muchsupport they give us.
“Most importantly, though, is thatwe’re branching out into sportswearand footwear. As a brand, it’s nolonger enough to only produceracquets. So if retailers are preparedto take that on, we can work out abetter discount.
“There’s no doubt though that it’sa tight market, which means retailerscan cherry pick. It means we have tomake sure they choose to stock ourproducts. To do that, we offer a lot ofsupport. I used to work in retail and ifthe products didn’t sell, it was seenas my fault. Now it’s a partnership.The brand has to be associated withthe right players and have the rightstyles. It’s a definite change.”
GATHERING MOMENTUMCatchpole adds: “At the momentthings are going well for HEAD.We’ve got a lot of momentumbehind us and there’s a lot ofdemand for our products. SportsMarketing Surveys’ 2013 industrysurvey showed us to be the numbertwo brand on volume and value,
uantity discount. Retailerincentive. Cost savingpercentage. The termsmay vary, but themeaning is the same - a
financial deal to persuade a retailer tostock a brand’s products and increaseits presence in-store. While this ispotentially true of all manufacturer/retailer relationships, whatever theindustry, it’s particularly pertinent inthe racquet sports market.
According to the most recentSport England Active People Survey,participation in badminton, squashand tennis, the three most popularracquet sports in the UK, has droppedsignificantly over the past eight years- and retail trends over the same timeperiod have followed suit.
SALES FALLSports Marketing Surveys Inc’sshipment research has highlightedthe strong UK market has seen unitsales of leading brand squashracquets fall by half since 2005.Likewise, badminton racquet saleshave fallen by a third.
But it’s not all doom and gloom.Andy Murray winning Wimbledonprovided a boost to the tennismarket and with table tennis tablesspringing up across the country,thanks to the innovative Ping! streetping pong project, significantly morepeople continue to play table tennisyear on year.
58 Follow us @SportsInsightUK
RACQUET SPORTS
Q
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which shows our high end productsare doing well, and according toIntersport we’re in growth in tennisand squash.
“2013 was of course our best everyear in tennis, with July as the bestever month. It was all down to theMurray factor. After he wonWimbledon, it just went bananas. Buthowever well he does this year, itwon’t be the same. You can only winfor the first time once.”
RETAILER’S VIEWMike Couchman is the manager atracquet sports specialist The SportsShop in Tunbridge Wells and says beingaware that deals can be made is partand parcel of being a sports retailers.
“At a basic level, the more I order,the more money I get off, but on thewhole I can’t make deals,” he explains.“Brands have fairly standard incentiveswith a maximum and minimumdiscount, though this varies frombrand to brand, but nobody givesmore than 20 per cent. Sometimes Ipush for another two and a half or fiveper cent discount and sometimes I getit, particularly if turnover increases.”
However, Couchman points outthat deals don’t always come in theform of a pure discount: “I’m stocking
IN SEASON
59www.sports-insight.co.uk
In today’s competitive racquet sports market, the pressure is greater than ever formanufacturers to increase their brand presence in-store. But what will convince a wary
retailer to take on products they’re uncertain they can sell? Louise Ramsay reports
“Deals are greatly affected by a kaleidoscope of incentives”
Babolat shoes and sportswear nowbecause I offer a restringing serviceand they gave me a reel of string forfree. Similarly, by taking on all threetiers of HEAD’s new shoes, they’vegiven me a discount on racquets.
“I’ve also started stocking Yonextennis racquets this year becausethey sponsored a tennis coach forme. The coach gets to use all theirproducts for free and tells his clientshow great they are and that they canget them from me. I’ve alwaysstocked Yonex for badminton, but itwas the coach deal that persuadedme to take them on for tennis.”
Couchman agrees the racquetsports market is highly competitive:“Squash is suffering because it’sdisappearing from leisure centres,though I think squash clubs arethriving. Leisure centres have tomake money. If there are two menplaying squash for two hours, that'snot a great income if you compare itto 20 people in a spin class. It meansthat with every brand, if I buy fivesquash racquets, I get one for free.
“Yonex is the leader inbadminton because it makes thebest racquets, but Wilson is hangingin there - it offers a buy one get onefree deal on racquets.
However, he warns againstgetting caught out on deals: “It’stempting to take products onbecause they’re free, but if you can’tsell them it’s pointless. I used to getcaught out like that, but I’m morewary now. Anything untried needsto be bread and butter. For instance,if a new shoe is in a goodcolourway, there’s a chance it willsell, but if it’s in flame red withorange stripes, very few tennisplayers are going to buy it.”
Generally, Couchman is happywith the deals brands offer, but wouldlike to see changes to sale or returnterms: “I ordered some Yonex shirtsas part of a deal, which looked goodin the showroom, but in reality they’renot a brilliant design. They’re tooheavy and the zip could be betterplaced. I’m not going to be able to sellthem, but they won’t take them back.
“I don’t have much to complainabout with Yonex - they’re anoutstanding brand - but this timethey’ve got it wrong. If I could returnthem in exchange for the samevalue in tennis balls or shuttlecocks,I wouldn’t lose out. It isn’t good forthe brand to see products slashed inprice in sales, but that’s what’sgoing to happen.”
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RACQUET SPORTSHEADTHE NEWGENERATION OF THE RADICAL SERIES INCLUDES THE POPULARRADICAL CONCEPT,BUT WITH THE LATEST MATERIALINNOVATION -GRAPHENE.
Being extremelylightweight, but with abreaking strength 200times greater than steel,Graphene allows for anoptimal redistribution ofweight - the weight iswhere it is most neededfor perfect playability.
Shifted to the grip and tip, the optimal redistribution of weightprovides easier handling, while letting players swing with morepower. With the new HEAD Graphene Radical, the game becomeseven more radical and dynamic, yet withless effort. HEAD players may usedifferent models than those shown.
For more information call 01539 724740 or email [email protected]. Visit www.head.com,facebook.com/headtennis, or tweet @head_tennis
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IN SEASON RACQUET SPORTS
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THE NEWGENERATION
OF THERADICALSERIES
INCLUDESTHE POPULAR
RADICALCONCEPT
A TENNIS BALL TRAVELLINGAT 45MPH GENERATES ANIMPACT ON A RACQUETEQUAL TO 100G
TECNIFIBRETECNIFIBRE HAS LAUNCHED ANEW STRING DESIGNED TO GIVEPLAYERS THE SENSATION ANDCONTROL OF A POLYESTER STRINGWITH THE POWER OF PUMULTIFILAMENTS.
Hitting a tennis ball travelling at45mph generates an impact on aracquet equal to 100G - the sameforce as an F1 car crashing -causing significant shock onimpact. The largest segment of
racquet sales is in racquets weighing under 300g, which arenot suited to use with polyester strings. However, some playerslike the feeling of a polyester string, which could lead to injury.
HDX Tour is the perfect answer for the player who wants thefeeling of a polyester string, but requires the shock absorptionof a multifilament one.
For more information call Smash Sports on 01932 781311 or visit www.smashsports.co.uk
60 Follow us @SportsInsightUK
Racquet Sports Profiles_News 1QX (lewis) 20/06/2014 15:41 Page 1
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This product has revolutionised the outdoor sports industry.Check out the following it has and comments about Dryrobeon social media.
Whatever your sport, be it swimming, surfing, diving,triathlon, cycling or running, Dryrobe is ideal for all outdoor sports.
No more freezing changes outdoors using a towel. Full-bodyprotection from the elements and leave it on over yourclothing or wetsuit to keep warm. Get changed and staywarm with Dryrobe.
For more information call 0800 690 6451 or visit www.wandering-star.co.uk
MARU SWIMWEAR COLLECTIONFROM COMPETITION TO TRAINING AND FITNESS TO LEISURESWIMMING, MARU’S NEW SWIMWEAR COLLECTIONCOMBINES TECHNICAL INNOVATION WITH INSPIRED DESIGN.
Manufactured from the latest performance fabrics and fit testedon multiple body shapes, Maru swimsuits are stylish yetpractical and designed with an awareness of fashion. They arethe perfect choice for swimmers who require functional, quality,stylish swimwear.
Each range is designed purposely with the end swimmer inmind, so whether you are a professional swimmer or just swimfor fitness, Maru has a style to suit you. Maru also offers acomprehensive range of goggles and swim accessories.
For more information call 01442 430 690 ext 1042 or 07939 337 447. Alternatively, [email protected] or visitwww.maruswimwear.co.uk
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64 Follow us @SportsInsightUK
ccording to severalestimates, the teenagesector will wield spendingpower of £53 billion by 2017.Coupled with this disposable
income is a connection with technologyand how this integrates into their lives.For sports retailers, understanding thismarket sector and delivering the servicesattractive to these buyers seems ashrewd strategy for long-term growth.
How this market interacts withbrands and their retail partners isshifting. Here, technology is having aprofound impact. Recent research fromIT company Logicalis highlighted thatwith broadband readily available at homefor 99 per cent of sampled teens, thisgeneration is more connected andmobile than ever. 84 per cent own asmartphone, 78 per cent a laptop and 51per cent a tablet. The explosion ofconnected devices like the Kindle, Xboxand iPod Touch means digital permeatesevermore aspects of their lives.
And increasingly these technologiesare being used for shopping.
POWERFULEmma Rees, director at Pragma, aconsultancy that specialises in the retailand consumer sectors, says: “Mobiles area vital device for today’s young people. In
Afact, young people cannot survivewithout them. Clever marketing andcommunications through this media canhave a very powerful result. The devicemoves with you, enabling preciselytargeted messages according to locationor activity. But it is not restricted tomarketing and communication -transactions are becoming more andmore common through mobiles too.”
The connected teen and young adultmarket are becoming a major focus forretailers. The multichannel approach theycan now take gives them ampleopportunities to connect with thesegroups. Mobile commerce is the nextbattleground for retailers and the firstsalvos are being fired at the teen market.
“This particular audience has a veryhigh interest in the way technology ismaking their lives easier,” PatrickHourihan, research director for NorthernEurope at Yahoo!, says. “The brands thatare most successful at this are those thatleverage trust with the audience.”
No discussion of this market and howtechnology facilitates purchases wouldbe complete without examining theimpact social media has had on it.According to market research companyVoxburner, 95 per cent of brands nowhave a Facebook page, 87 per cent havean active Twitter account and 53 per
With significant spending power and an affinity with technology, sports e-tailers and brandsshould be taking a closer look at the teen market, Dave Howell says
cent have a Google+ page. This is telling, as brands and their retail partners have become savvy when it comes to leveraging social media as a commercial space.
INFLUENTIALCommenting on Voxburner’s findings,Luke Mitchell, the company’s head ofinsight, says: “Young people areimportant. On an economic level, theyare key to numerous markets - frommobile, fashion and technology toalcohol, snack foods and entertainment.On a cultural level, 18-24s are influential,highly social, open-minded, aspirationaland ambitious. Young people are full ofenergy and enthusiasm, exploring a lifethat surprises them every day. Theyhave the capacity to propel ideas intothe mainstream.”
Reaching the teen market meansbecoming a master of technology.However, a study by Omnico isconcerning, as it concluded high streetretailers are slow to adopt newtechnologies. The retail technologycompany says only 14 per cent of storesin London’s Oxford Street and RegentStreet provide even basic Wi-Ficonnectivity for customers, whilejust three per cent use any typeof queue busting technologies.
TEENAGE CLICKS
Jacquie Boast, senior vice president of sales and marketing at retail technology specialist Displaydata
INDUSTRY INSIGHT
HOW MUCH ECONOMIC CLOUT DO TEENAGE CONSUMERS HAVE?Recent economic improvements are increasing youthemployment opportunities, which is giving younger shoppersmore spending power, but it’s not just about their financialcontribution. Their dependence on all things digital isrevolutionising retailers’ approach to selling, placing theconsumer’s needs and the technologies they use at the heart oftheir strategies.
WHAT’S YOUR ADVICE FOR RETAILERSTARGETING THE TEENAGE MARKET?Young shoppers have low attention spans and high expectations,so content and engagement by retailers must be interactive,relevant and well executed to resonate with this demandingdemographic. Physical experience is low on their list of priorities,so retailers should concentrate on being digitally savvy on bothonline and offline channels.
HOW SHOULD RETAILERS USE MOBILE TECHNOLOGIES TO REACH THESE CONSUMERS?Millennials are attracted to innovators and innovation, whichpresents lucrative opportunities for retailers that can blend onlineand offline information seamlessly. In-store, that means placinginformation at their fingertips. Electronic shelf labelling with QRcodes is an effective way to provide richer content, such as accessto further product details via the retailer’s website, customerreviews and ratings, all of which will inform their buying decisions.
IS A NEW KIND OF RETAILING NEEDED TO REACH THE ‘DIGITAL FIRSTS’?Many people have predicted that young shoppers’ reliance ondigital platforms means the death of the high street store, but thisisn’t the case. So long as retailers adapt their store to changingdemands, using the latest technologies and through service andcustomer experience, stores will still play a vital role in thepurchasing journey.
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E-TAILING
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INNUMBERS● £53 billion will be spentannually by the teenagemarket by 2017.
● 24 per cent of onlineteenagers use Twitter, up from16 per cent in 2011.
● £43 million a week is paidas pocket money to teenagers.
● 84 per cent of teenagersown a mobile phone.
● 95 per cent of brands havea Facebook page.
Sources: goHenry, Pew Internet,Aviva Family Finances Report,Logicalis and Voxburner.
“Young peopleare important.
On an economiclevel, they are
key to numerousmarkets”
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Under the
A sideways look at the world of independent retailing
It all started on a wet Tuesday when myassistant Norman came into the office,shut the door and said with a look thatfilled me with foreboding: “Can I askyou a personal question?” The fact he’dshut the door when there was no oneelse in the building and there hadn’tbeen a customer since lunchtime mademe wonder what was coming.
In fact, all he wanted to know was ifI’d made a decision about painting theoutside of the shop, which at leastmakes a change from asking if hisinsurance stamps are still in arrears from2003 and whether I could make out theholiday rota so he can book a B&B forhimself and Enid for a steam fair inMacclesfield.
FOB HIM OFFNorman’s been trying to get me to givethe place a lick of paint for the past 10years or so and usually I’ve been able tofob him off by pointing out that the jobwas done to the highest specificationsas recently as 1996 and that theweathered look is very fashionablenowadays.
But this time, it seemed, Norman hadno intention of being fobbed off. Itappeared the chamber of commerce hadcomplained to the council that the stateof the shop was jeopardising the retailimage of the town.
Where Norman gets this stuff from I can’t imagine, but that wasn’t the endof it. He said that during the recent gales two more letters had fallen off the shop sign and people had beenphotographing it and putting it onTwitter.
“To be honest, I’ve never thoughtPremier Sports quitemeets the challenge of21st century retailing,”Norman said. “But nowit’s ‘emier orts’ andapparently the postoffice has been tryingto deliver letters herethat are meant for aTurkish wrestler. It’s notdoing a lot for ourcorporate image.”
I could see this onemight run and run, so Isaid there was no harmin making a few inquiriesand Norman said he would get his palsDave and Wayne, stars of the blackeconomy, to call round and give us a price.
As it happened, Dave came alone - itwas Wayne’s community serviceafternoon at the crematorium. He saidhe was sorry he was late, buthe’d had to take his twosmall brothers to juvenilecourt. “One was drinkingbattery acid and theother was eatingfireworks. They chargedone and let the otherone off,” Dave said.“Only joking.” He saidhe had anotherbrother who wasaddicted tobrake fluid: “Butit’s nothing toworry about -he can stopany time he likes.”
Davesaid he hada couple ofdrums ofred primerleft overfrom whenthe councilpaintedthe railwaybridge, butNorman said that,according to whathe had read in The Sunday Timesbusiness section, colour was now a veryimportant merchandising tool andshould be chosen with care and not justbecause something had fallen off theback of a lorry. Not surprisingly, Davewasn’t too happy about that, but we
calmed him down with acouple of Jaffa Cakes andNorman said he would gethis friend Tremain, who haddone a course in colourpsychology, to give us some advice on customerfriendly colours.
Tremain came round thenext morning with his auntie.He was wearing red trousersand a blue jumper and Idread to think whatmessage that was supposedto impart. He said that if wewanted the shop to have an
image that was vibrant and dynamic, weshould go for orange and yellow with atouch of sky blue.
“Norman’sbeen trying toget me to give
the place alick of paint
for the past 10years or so”
On the other hand, grey and blackmeant intelligence, determination andpower, while green and blue wouldattract customers looking for somewherepeaceful, calm and trustworthy, but didtend to be a little cold.
PROSPERITY AND WISDOM“I did the butchers in a lovely purple andbrown,” Tremain said. “Purple isprosperity and wisdom and brown isreliability and stability. We had tochange it, though, because thecustomers said it made the sausageslook mouldy.”
I wondered about white, but Tremainsaid it tended to be non-committal andsomewhat neutral, giving customers asubconscious feeling of unease. “They’vegot that already,” I said. “We don’t needto spend money on making it worse.”
There’s obviously a lot to learn aboutthe impact of specific colours and theirinfluence on retail psychology. In themeantime, it can’t hurt to ask Dave hisbest price for a nice drop of red primer.
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