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Cover_Sport Insight cover 6 QX 1 01/06/2012 14:35 Page 1
Sports
SERVING THE SPORTS TRADE IN THE UK AND ROI
Insight
www.sports-insight.co.uk
£3.50 JUNE 2012
THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS
HIGH STREET EXCLUSIVE
predator
lethal zones
DRIVE
How specialist sports
outlets are holding their own
CROWD FUNDING
Getting online access
to private investors
DRIBBLE
PASS
FIRST TOUCH
SEE PAGE 34
INSIDE THIS ISSUE
COMPETING WITH
THE BIG BOYS
SWEET SPOT
BEHAVIOURAL
PRICING
Entering a new era in
the social media age
IN SEASON
Focus on swimming,
running and netball
Athletes can enjoy the comfort
and quality of a professional
brand with Dare 2b.
Dare 2b Teamwear is a specially
selected high performance
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unbranded to allow teams and
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Now available from Ralawise
OUR GEAR.
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IT’S A WINNING TEAM.
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web: www.ralawise.com
Mitre / Prostar ad_Layout 1 31/05/2012 10:22 Page 1
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•
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•
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2012/13 online catalogue
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Contents_Layout 1 01/06/2012 14:33 Page 2
IN THIS ISSUE
CONTENTS 06.12
E-CATALOGUES
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COVER STORIES
30 COMPETING WITH
THE BIG BOYS
How specialist sports outlets are holding their own
44 CROWD FUNDING
Getting online access to private investors
62 BEHAVIOURAL PRICING
Entering a new era in the social media age
REGULARS
10 NEWS
IN SEASON
48 RUNNING
52 SWIMMING
56 NETBALL
FEATURES
Latest headlines, key dates and events
8 CAPITAL GAINS
16 KIT STOP
Essential stock for your shop
There’s a lot at stake for both athletes and sports
brands, as retailers look forward to an Olympic sales
boost, says The NPD Group
22 FOCUS ON
36 BALANCING ACT
5-Hour ENERGY
25 FSPA FOCUS
Toby Southgate, The Brand Union’s UK and
Ireland CEO, examines the complexities of
effective sports sponsorship
The latest news from the Federation
of Sports and Play Associations
40 MY SPORTING LIFE
27 TALKING SHOP
David Wallace, UK and Ireland country manager
for Dobotex International
TM
James Clark, general manager
and buyer at A Sporting Life
29 MOVERS & SHAKERS
Padraic McKeever, managing
director of theGAAstore.com
66 UNDER THE COUNTER
A sideways look at the world of independent retailing
Editor: Jeff James. Tel: 01273 748675
Group Editor: Ted Rowe
Email: siedit@partridgeltd.co.uk
Publisher: Matthew Tudor
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Art Director: Jim Philp
Advertising Manager: Keith Marshall
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All contents © Maze Media Limited. The views expressed in this
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06
Follow us @SportsInsightUK
Harrows ad_Layout 1 30/05/2012 14:39 Page 1
London 2012
NPD_SI Template 01/06/2012 14:57 Page 1
L
A
T
I
P
A
C
GAINS
There’s a lot at stake
for both athletes and
sports brands as retailers look forward
to an Olympic sales boost, says The NPD Group
As we fast approach London 2012, both
organisers and athletes alike are making
their final preparations for what’s being
billed as ‘The greatest show on earth’.
Will Usain Bolt, resplendent in his
golden Puma spikes, smash his own 100m
and 200m records? Will Team GB be able to
perform better on home soil than in Beijing
four years ago?
Between July 27 and August 12 the
Games are forecast to attract four billion TV
viewers from across the globe, which
represents a unique opportunity for Olympic
partners such as adidas to benefit from
unprecedented brand exposure. Hosting this
global sporting event will also generate local
benefits in the sports industry and could
change the shape of the market in the UK.
ADIDAS VS NIKE
adidas holds exclusive rights for both official
licensed products and, for the first time, nonbranded products as well. It will sell products
featuring the London 2012 logo, its own brand
and products featuring the London 2012
brand only. London 2012 branded apparel will
open up non-traditional channels such as
supermarkets, tourist shops and airport shops.
adidas’ main goal during the Beijing
Olympics was to position the brand front of
08
mind among Chinese consumers and become
one of the key players in the sports industry in
that country. Expectations are different this
time, as adidas wants to use London 2012 as
a lever to overtake Nike and become market
leader in the sports sector by 2015.
This represents a major challenge, as
Nike has been a long established leader in
the sports market in the UK, especially in the
capital, where sports footwear and apparel
sales account for around one sixth of total
GB sales, according to NPD’s Online
Consumer Panel data.
RETAIL SECTOR
London expects to welcome an additional
300,000 overseas and 500,000 domestic
visitors during August, a large proportion of
whom plan to go to major shopping
locations such as Oxford Street in central
London or Westfield Stratford City next to
the Olympic Park.
NPD_SI Template 01/06/2012 14:58 Page 2
LONDON 2012
“
ADIDAS WA
NTS TO USE
LONDON 20
12 AS A LEV
ER TO
OVERTAKE
N
I
K
E AND
BECOME MA
RKET LEAD
ER IN
THE SPORT
S SECTOR BY
2015
London 2012
”
London
2012
The spending boost generated by
London 2012 is expected to reach £1 billion.
In addition, as Olympic excitement builds
retailers believe the event could generate a
feelgood factor among UK consumers,
which could boost spending further.
BUSY YEAR
The NPD Group monitors the sales of
sports footwear and apparel in many
countries around the world. For more
information contact The NPD Group
sports team on 01932 355580.
London 2012
The sports market in the UK had a good
year in 2011, as sales of footwear and
apparel grew by four per cent, according to
NPD’s Online Consumer Panel. 2012 will be
a significant year, with strong sales expected
as a result of London 2012 and, if the
England football team perform well, the Euro
2012 tournament in Poland and Ukraine.
09
News_News 1QX (lewis) 01/06/2012 14:50 Page 1
WHAT’S NEWS
Dates
STAG ALL IRELAND
BUYING SHOW 2012
OCTOBER 21-22
Tullamore Court Hotel
Tullamore, Co Offaly
STAG BUYING
SHOW 2012
NOVEMBER 18-19
Four Pillars Hotel
Cotswold Water Park
ISPO MUNICH
FEBRUARY 3-6, 2013
New Munich Trade Fair
ISPO BEIJING
FEBRUARY 27-MARCH 2
China National Convention Center
ALL THE VERY LATEST IN THE SPORTS INDUSTRY...
Send your news stories to the Sports Insight news desk
at siedit@partridgeltd.co.uk or call 01273 748675
PENTLAND BRANDS RATED ONE
OF THE UK’S BEST WORKPLACES
Pentland Brands has been recognised as one of the UK’s Best Workplaces 2012 (Category:
Large) by Great Place to Work, the global research and management consultancy that creates
the annual Best Workplaces list.
The international brand management group, which owns a number of sports, outdoor and
fashion brands including Speedo, Ellesse, Berghaus, Mitre and Red or Dead, is the only fashion
and outdoor business to make this year’s list and, at number 16, is ranked higher than any other
sports brand (Nike UK was placed 20th).
“One of our ambitions, as a UK-owned family business, is to be a leading employer,” says
Andy Rubin, chief executive of Pentland Brands. “We’ve created a workplace that gives people the
opportunity to shine within a culture which encourages collaboration, creativity and development.
A culture founded upon our belief in always learning, passion, courage and creativity.
“A top 20 position is a great achievement and it’s something we’ll be celebrating
with all our teams.”
Tom O’Byrne, chief executive of the Great Place to Work Institute UK, adds: “Pentland Brands
has made a strong showing for its first year participating in the programme. It does a great job of
putting its employees first and I’ve been particularly impressed with the way the company culture
and lifestyle shows through, generating real internal pride and enthusiasm for its brands and business.
“The family company treats its staff to the very best in popular wellness facilities and perks,
which are an excellent fit for the organisation’s culture. Employees cite them as contributing to
an enthusiastic, fun and inclusive environment, as well as encouraging a healthy work/life
balance. Perhaps more importantly, staff genuinely appreciate the business’ family approach
and trust their senior leadership.
“Pentland’s well-tailored, active culture drives their enviable position as a growing,
outstanding employer brand in the industry.”
RUGBY STAR GOES DIGITAL WITH
NEW SPORTS INJURY STORE
Irish International rugby player Roger Wilson has
teamed up with a specialist sports injury retailer to
offer physios and sports enthusiasts an online one-stop
shop for sports injury and rehabilitation gear.
Wilson, currently a number eight forward with
Northampton Saints, says: “I have been lucky enough
to play professional sport for over 10 years now and
have had a few knocks.
“I’ve learned a thing or two about rehabilitation
and the great work physios do piecing us
professionals back together, so I thought it would be a
great idea to offer them a one-stop shop where they
can purchase all the equipment they need with just a
few clicks and also to provide the growing number of
sports enthusiasts with a convenient online resource
for specialist gear.”
Allan Withers, managing director of First Response
Supplies, who is collaborating with Wilson, adds: “More
and more people are turning to sports such as running
and we hope to provide these people with a convenient,
affordable online shopping destination for products that
they might need from time to time.
“Roger’s knowledge of sports injuries and
rehabilitation, coupled with my emergency care
experience, means we are well placed to source high
quality products. They have been hand-picked to
ensure they are the best available and we will
continue to grow the range to respond to the needs of
our customers.”
10
“Can’t wait for John Terry to lift the Ashes next year.”
Tweet from Michael Vaughan after the Chelsea captain lifted the
European Cup in full kit, despite playing no part in the final
STAG ANNOUNCES
POSITIVE
Q1 FIGURES
The STAG Buying Group has enjoyed a good start to 2012,
reporting above budget results for the period February-April.
Joint managing director Ricky Chandler says: “We are
delighted with our first quarter results, as we are a direct
reflection of what our members are achieving at present.
There seems to be an air of optimism from our members and
the level of daily orders are extremely good from our
specialist businesses. Suppliers are reporting an increase in
their forward order books for this year, so we are looking
forward to a very positive 2012.”
Helly Hansen, Polar and Optimum, which all joined STAG
in the last six months, are reporting good sales and
distribution increases.
“Our members have been very pleased that these
specialist brands have joined STAG and offer preferential
terms on functional and innovative product ranges that are
key to independent specialist retailers,” says Chandler. “We
are very much looking forward to our continued growth with
the brands during 2012 and beyond after such a positive start
to our relationship.”
Stand space is going fast for the STAG Buying Shows that
are taking place this year. Key suppliers such as Asics,
Canterbury, Reydon, Puma, Hi-Tec and Mizuno have all either
rebooked the same exhibition space or an increased size
compared to 2011, proving the shows continue to deliver
exceptional value for money.
New supplier Optimum will be exhibiting for the first time
and will be adding to the growing list of special offers that
retailers can take advantage of during the two-day events.
Retailer bookings have already topped 130 for STAG’s UK
show. Show dates are: Republic of Ireland - October 21-22; UK
- November 18-19.
LI-NING LAUNCHES
BADMINTON WEBSITE FOR UK
Li-Ning has unveiled a new UK badminton website at www.li-ning-badminton.com.
The company’s badminton products include high quality racquets, shuttles,
grips, shoes, clothes, bags, strings and a wide range of other accessories,
equipment and supplies.
Li-Ning sponsors a number of high profile badminton players and teams
around the world, including the Chinese national badminton team and
Olympic gold medallist Lin Dan.
Shaun Crampton of Li-Ning UK says: “Li-Ning Badminton UK is part of
Reydon Sports plc. We are the exclusive United Kingdom and Ireland
distributor of Li-Ning badminton products.
“The company is committed to growing the Li-Ning brand and the sport
of badminton in the United Kingdom and we hope that the launch of our new
website is the first step to achieving these goals.”
Sports
shorts
… Independent Retailer Month UK
kicks off in July. Highlighting the
important role smaller, local,
independent retailers play in the
communities they serve, the local economy they contribute
to and the retail sector as a whole, you can find out more at
www.independentretailermonth.co.uk…Nike was the only
sports brand to appear in Millward Brown’s BrandZ top 100
ranking for 2012. The company was placed 44th with a
brand value of $16.2 billion - a 17 per cent increase on
2011. The top five companies were Apple, IBM, Google,
McDonald’s and Microsoft…Nova International, the mass
participation sports events company and organiser of the
Bupa Great North Run, has extended its contract with BBC
Sport for the broadcaster to cover the key events in the
Bupa Great Run series until 2018. The five-year extension
to the current contract includes live broadcasting rights to
the Bupa Great North Run, the Bupa Great Manchester Run
and the Bupa Great Edinburgh Cross-Country. The contract
also includes live coverage of the Great CityGames street
athletics competitions staged in Newcastle and
Manchester…the STAG Buying Group has renewed its
relationship with outdoor brand Merrell by introducing its
Barefoot range to members. Merrell says the collection has
become an increasingly popular choice for both barefoot
runners and general sports enthusiasts, as well as being
widely worn as day to day casual shoes…Tanni GreyThompson, Britain’s greatest Paralympian, has teamed up
with Sport England to launch an £8 million fund to get more
disabled people playing sport. The fund - called Inclusive
Sport - will help tackle the opportunity gap that means just
one in six disabled adults plays sport regularly, compared
to one in three non-disabled adults. Currently 17.6 per cent
of disabled people play sport at least once a week, up from
15.1 per cent in 2005/6 when the Olympic bid was won.
There are a number of challenges facing disabled people
wanting to take part in sport, including a lack of specialist
equipment, transport issues and poor information about the
opportunities available…London 2012 has resulted in an
increase in new members for London social sports club Go
Mammoth. The club, which runs leagues at over 20 venues
across the capital, has already formed 10 new leagues this
year to cope with a 165 per cent increase in new members
compared to the same period last year. At least another 20
more leagues are expected to be formed before the end of
the year…The first 12 Portas Pilot Towns have been
selected, with each sharing £1.2 million plus a tailored
package of support. The towns are: Bedford, Croydon,
Dartford, Great Bedminster, Nelson, Stockton on Tees,
Stockport, Wolverhampton, Margate, Market Rasen,
Newbiggin by the Sea and Liskeard…More than 80,000
young people have been inspired to do sport in their own
time in the first nine months of Sport England’s
Sportivate Olympic and Paralympic legacy initiative.
Figures show that almost 50,000 14 to 25-year-olds have got
involved in sport in the past three months alone as the
excitement around London 2012 takes hold. All of the
teenagers and young adults have received six to eight
weeks of coaching in a sport of their choice, missing no
more than one session. National Lottery-funded Sportivate
aims to give young people who currently aren’t playing
sport in their own time the chance to find a sport they
enjoy. The young people are then helped to find a club or
venue where they can keep taking part…
11
WHAT’S NEWS
INOV-8 ATTRACTS PRIVATE
EQUITY INVESTMENT
Performance sportswear brand inov-8 has received a significant cash injection
from ISIS Equity Partners.
Selling to customers in 58 countries across the globe, the brand’s major
markets include the US, UK and Europe.
The investment by ISIS, a private equity investor, will support the business
with continued expansion into new markets and further develop its track
record of ground breaking new product development. In addition, Mark
Advani and Adam Holloway from ISIS will join the inov-8 board.
Both Advani and Holloway, a 2010 English fell running team gold medal
winner, previously held board seats at cycling e-tailer Wiggle, which was sold in
December 2011 in a deal worth £180 million.
Says inov-8 founder Wayne Edy: “The management team and I are
delighted to welcome our ISIS partners to the board. Their expertise in
working with dynamic, rapidly growing young businesses will be invaluable to
the management team as we scale up our operations to meet growing
international consumer demand.
“Finding an investment partner that understands the opportunities and
potential created by new technology and innovative thinking in all areas of the
business was crucial to accelerating our growth plans.”
SONDICO MAKES
RETURN AS NEW
LICENSEE CONFIRMED
Iconic football brand Sondico has announced its return to the
specialist goalkeeping market following the naming of Manchesterbased DBX Sports as the brand’s new licensee for the UK and Europe.
The relaunch of Sondico, whose gloves have been worn by
the likes of Peter Shilton, Ray Clemence and Brad Friedel, will see
DBX Sports incorporate cutting edge latex technologies in the
new product range. A team made up of latex scientists, glove
experts and professional goalkeepers have combined to
painstakingly hone the new designs.
David Baxter, product and marketing director for DBX Sports,
says: “This is an extremely exciting period for Sondico and DBX
Sports. Sondico has unrivalled pedigree when it comes to goalkeeping
product and we firmly believe we can build on that to re-establish the
brand as one that strives to be at the forefront of new technology.
“With the innovation we’ve added to the latest product range,
we’re confident that we’ve done just that.”
Sponsorship
…Crewroom has crowned its best
ever year by winning the contract to
supply The Royal Parks Foundation
‘Ultra’. The high performance
technical sports outfitter has been named the Official Shirt
Supplier to the new race, which will make its debut in October
2012. Around 700 runners are expected to take part in the
inaugural event, to be run over 50kms and across a course that
will offer runners the chance to enjoy some of London’s most
spectacular landmarks, including Buckingham Palace, the
Houses of Parliament and five of the eight Royal
Parks…Lonsdale is to sponsor Maloney Promotions’ fight nights
on Sky Sports. Maloney Promotions’ stable of talent includes
British and Commonwealth heavyweight champion David Price.
News
12
“We’re embarrassed and disappointed.”
Manchester GreatCity Games organiser David Hart apologises after only nine hurdles
were used in the 100m race, denying Team GB heptathlete Jessica Ennis a personal best
WOMEN DESERT
GYM FOR GREAT
OUTDOORS
An al fresco workout can be delightful, according to new research that reveals
there’s been a 52 per cent increase in women exercising outdoors since 2007.
48 per cent of women are exercising outside three times a week, while 60
per cent cite expensive fees as the reason they’re not going to the gym.
However, the study, conducted by sports bra brand Shock Absorber, reveals
the benefits of the great outdoors are more than financial - 34 per cent of
women felt they achieved a better workout because they were inspired by the
surroundings and 50 per cent love the fresh air.
According to Dr Jo Barton, leading researcher in green exercise at the
University of Essex, 88 per cent of people experience an improvement in
mood after exercising outdoors, compared to 45 per cent of people whose
mood worsened after exercising indoors.
The study showed running (48 per cent) and cycling (26 per cent) were the
most popular outdoor activities, but newer fitness trends such as buggy fit and
British military fitness are helping to drive the uptake of green exercise, with
eight per cent taking part in each.
Shock Absorber has launched its ‘#Get Out There’ campaign to promote
the benefits of exercising outdoors and encourage women to share their
inspirational places to train on a special Facebook page.
Shock Absorber’s Kirsty Kothakota says: “Many women have their
favourite exercise location, which gives their workout that extra boost. The aim
of our #Get Out There campaign is to provide a nationwide picture of
inspirational and accessible green exercise places.”
Competing boxers will have the opportunity to wear Lonsdale’s
latest range of contest gloves and apparel. The series will also
be supported with ring promotions, social media and online linkups…sponsorship of Manchester City FC will move from
Umbro to Nike from the start of the 2013/14 season. Umbro’s
sponsorship of the club, which started in June 2009, will
continue to the end of the 2012/13 season, after which all kit,
training wear and related products will be designed,
manufactured and distributed by Nike until 2019…Precision
Goalkeeping has added Watford’s Scott Loach to its roster of
Championship goalkeepers. Loach, who has made over 150
appearances for Watford and represented England Under 21s,
will wear the brand new Precision Goalkeeping contact foam
gloves with roll finger…
13
WHAT’S NEWS
YOUTH SPORT
DIRECT OPENS ITS
DOORS TO SUPPORT
BUSINESSES WITH
COMMERCIAL GAIN
IN THE RUN UP TO
LONDON 2012
Charitable trading company Youth Sport Direct is proactively working
with businesses to support their position and growth across the youth
sport and education sector.
Experts in the production and development of industry leading
sport and educational resources and products, Youth Sport Direct
works closely with specialists from the industry as well as Youth Sport
Trust to ensure any development is synonymous and complementary
to the needs of PE, sport and education, leading to successful sales
penetration and therefore growth.
Youth Sport Direct is an experienced and talented team who work
with businesses to create opportunities to heighten the profile of
existing products, develop innovative and exciting new products, as well
as provide developmental expertise to help their organisation be best
positioned across targeted sectors.
Jo Simpson, managing director of Youth Sport Direct, said: “Youth
Sport Direct are leaders in developing and identifying opportunities to
further enhance the PE and sport experience. By working
collaboratively with select organisations who share our passion for
sport and physical activity, we develop, inspire and produce innovative
products and/or resources that help make the experience better for the
young people we focus on.”
As a charitable organisation, all Youth Sport Direct profits are
reinvested into youth sport programmes. The leading ecommerce site
that is owned and managed by Youth Sport Direct is seen as an
attractive and effective route to market for a variety of businesses
wanting to interact and sell products and services directly into the
heart of the youth markets.
Youth Sport Direct offers a cost effective solution with proven, long
term financial gain.
For more information visit www.youthsportdirect.org.
14
M-COMMERCE
QUADRUPLES
IN TWO YEARS
Sixty-four per cent of smartphone owners are using their mobile
devices to shop online, a figure that has quadrupled since June
2010, according to the latest survey from eDigitalResearch and
ecommerce consultant Portaltech Reply.
The study also found that 84 per cent of smartphone owners
have used their devices to browse websites - 33 per cent doing so
on a daily basis - while 77 per cent are using their smartphones to
research products.
“These results confirm that m-commerce has fundamentally
revolutionised the way in which we shop and browse,” says
Derek Eccleston, head of research at eDigitalResearch. “The
growth of mobile is completely unprecedented and the rate of
change that we’ve tracked over the past two years is alarming.
“Back in June 2010 we predicted that smartphones were
likely to play an increasingly significant part in consumers’ busy
lifestyles, and while in 2011 we found that great strides had been
made towards this, this latest set of results demonstrate that this
trend is now irreversible. It is therefore essential that all retailers
and brands make their mobile channels as accessible as possible
to maximise the potential that m-commerce has to offer.”
The results also show that the growth in mobile shopping
shows no signs of slowing down, with 44 per cent of smartphone
owners surveyed saying they would use their devices to browse
more in the future and 31 per cent claiming they would then go
on to make a purchase.
Shopping through an online mobile site has remained more
popular than shopping on a mobile app, although it has to be
taken into consideration that transactional retail apps are still a
key future development for some retailers.
Results also found that security, clear navigational links and
quick browsing remain key features for mobile shoppers, who
rated functionality and usability higher than branding and design.
Transfer
…Aqua Sphere has appointed three
new sales agents. Joining the brand are
Rob Lowe (NW and Midlands), who
has significant retail experience as
manager and buyer for Kick Off Sport in Matlock; Raymond
Harris (Scotland), who has 24 years’ sports trade experience,
including responsibility for a stable of key brands; and Martin
Branfoot (East Anglia and North London), who brings 28 years’
sports sales experience to the team, including five years of
management responsibility with Zoot Sports…Reydon Sports
has made two internal appointments to the company’s board of
directors. David Sanderson and David James have been
appointed as brands and marketing director and sales director
respectively…INTERSPORT UK has appointed Sophie Orr as a
visual merchandiser. Orr has valuable retail experience in the
fashion sector, having worked for Zara and Ted Baker. Her role
is to provide INTERSPORT members with visual merchandising
presentation assistance at store level and coordinate the
activation of brand campaigns across the group…
Market
“If we win a game, we’ll be favourites. If we lose a game, we’ll be a waste of space.”
Phil Jagielka gives his opinion on how England will be treated during Euro 2012
CONSUMERS WILLING
TO PAY MORE FOR TOP
CUSTOMER SERVICE
Eighty-one per cent of UK consumers believe that small
independently or locally owned businesses provide the best
customer service - and they’re willing to pay more for the
experience.
Sixty-six per cent of respondents to the American
Express Global Customer Service Barometer said they would
be willing to spend up to 20 per cent more for products and
services provided by a company that offers first class
customer service.
“When customers know that a company is listening to
them and addressing their needs quickly and responsively
they will not only spend more they will spread the word to
others as well,” says Simon Chrisp, head of customer service
at American Express.
“Great customer service is great business and a
competitive advantage when done right. In the UK, more
than one in five people have said they would refuse to do
business with a company that provides poor service. Only
consumers in Australia and Japan are seen to be more
discerning.”
ASICS GROWS
INTERSPORT
EXCLUSIVE TENNIS CAMPAIGNS 2012
INTERSPORT started 2012 with a
great tennis campaign from Wilson
with an exclusive on the Steam 100
racket, promoted in-store with a
consumer promotion.
This leads us into the tennis
season with two further exclusive
campaigns.
The INTERSPORT exclusive
brand TECNOPRO launched a new
range of rackets and luggage offering
fantastic products at exceptional
prices. One of the real standouts
from the collection was the new
‘Bash’ junior range of rackets.
The range is available in five
vibrant colours - green, blue, red,
yellow and pink - and in four sizes
with a great graphic.
This will be supported in-store with specific POS material.
Then in June with the lead up to Wimbledon INTERSPORT has
three exclusive products from Babolat, with the Pulsion Team and NS
Drive rackets and Drive 2 shoe being promoted with dedicated POS
materials and an in-store consumer promotion.
One lucky customer will win a signed Rafa Nadal ball.
EUROPEAN
BUSINESS
ASICS Europe has continued its growth across the continent by
delivering a net sales increase of 15.3 per cent for last year.
Not surprisingly, its running category was a strong performer, with
footwear sales growing 22 per cent and performance apparel 26 per
cent. ASICS also reported double digit growth in tennis footwear, a triple
digit increase in tennis apparel and a double digit rise in indoor footwear.
All regions across Europe contributed to the revenue growth, while
income from ASICS’ own retail outlets increased by more than 50 per cent.
“In a challenging 2011, ASICS has performed well and delivered an
outstanding 15 per cent rise in revenues,” says Alistair Cameron, CEO of
ASICS Europe. “We saw growth in all true performance categories, with
the launch of our natural running series - ASICS 33 - and accelerated
growth in trail running playing an important role.
“Our heavy investment in apparel is also paying off, where we
moved up to the number four performance running clothing brand.
With the establishment of a separate business unit for lifestyle under
the Onitsuka Tiger label, this segment is forecast to contribute to our
growth next year.
“The consumer demand is driving high sell through for retailers and
the ‘Made of Sport’ brand campaign, which is being advertised in all
major markets, is contributing to this. The brand continues to be in great
shape for 2012.”
15
Kit Stop_Kit Stop 01/06/2012 16:26 Page 1
PRODUCT ROUND-UP
KIT STOP
Essential stock for your shop
OPTIMUM BOKKA RANGE
Optimum’s BOKKA tops, headguards and rugby boots
have proved to be one of the company’s best-selling
product ranges ever.
The fabulously varied and excitingly coloured
Optimum logo has proved to be the choice for the player
who refuses to blend into the background and who instead
wears their BOKKA boots, tops and headguards with
passion, enthusiasm and pride.
BOKKA TRIBAL TOP
Sizes: MINI/SB/LB /S/M/L/XL/XXL.
RRP: Jnr £29.99. Snr £34.99.
BOKKA EXTREME HEADGUARD
Sizes: SB/LB/S/M/L.
RRP: Jnr £29.99. Snr £34.99.
BOKKA ECLIPSE RUGBY BOOT
Sizes: 1-13.
RRP: Jnr £24.99. Snr £34.99.
For More details call Optimum on 01942 497707
or see your local area representative.
BRABO NEW FORWARD
ORDER SALES RECORD
Brabo, regarded by many as the fastest growing hockey
brand in Europe, has received orders for this coming
season that are 20 per cent higher than previous years.
The brand seems to be speaking for itself - a
combination of quality product combined with designs
that catch the eye of players is a formula that is breaking
the trends of the trade.
“We don’t want to grow too quickly,” says Sean
Cayless, who manages Brabo in the UK. “There are
several brands who have grown too quickly and are
suffering the consequences of a rapid fall in sales once
they are out of fashion.”
For further information call Sean Cayless on
0116 2627280 or email sci-sport@btconnect.com.
16
www.sportindustry.biz
UHLSPORT’S EURO 2012 ‘WIR TUN WAS’. WE TAKE ACTION
After the huge success of the Uhlsport World Cup ‘Wir tur was’ - ‘We take action’ campaign of
2010, the company has confirmed it will return for Euro 2012.
The Ergonomic Supersoft Euro 2012 ‘We Take Action’ is one of three gloves that has been
released for this special occasion and will be worn throughout the European championships by all
of Uhlsport’s professional goalkeepers. The upper hand is created with 3D embossed latex on a
classic normal cut with a distinctive SUPERSOFT latex red palm. RRP: £49.99.
The Ergonomic Soft and Ergonomic Starter Soft are the two other gloves in the We take action
range. They have an RRP of £24.99 and £14.99 respectively.
For more information call 08448 849861
or email uksales@uhlsport.com. Follow
Uhlsport on Twitter @UhlsportUK. Visit
the company’s Facebook page at
www.facebook.com/Uhlsport.UK.
TRADERS WORK IN
PARTNERSHIP WITH
SURRIDGE SPORT TO GAIN
NEW CUSTOMERS IN THE
EDUCATION SECTOR
Established and trading successfully since 1867, Surridge has long been
recognised for its quality assurance and is therefore proud to boast a longstanding relationship and heritage with its customers and manufacturers
across the globe.
The Surridge made to order service means the company can cater for any
sport and organisational requirement, and has proven its expertise in this area
time and again by demonstrating a
database of many satisfied, high profile
clients. However, not all customers in the
education sector require a made to
order product and their needs can often
be met within Surridge’s extensive
stocked product range in the UK.
A key factor in this success is
the company’s partnership with its
trade customers to secure university,
college, academy and school
accounts. The Surridge ethos
remains to work closely with local
distributors, where possible, to
ensure that mutual benefit is
achieved from the acquisition of
these major contracts. Linking
together, the sports retailer and Surridge are able to offer a
first class package to the customer that can create a substantial margin for
both parties and offer the end user an unparalleled level of service.
A recent example of the success of such a three-way partnership is
Winchester Sports and a three-year supplier contract to Winchester University
Jonny Brason from Winchester University says: “We wanted a range of
garments that had the right mix of quality and affordability. Of all the
companies we met with, the Surridge kit was the right mix of the two. The kit
has since been well received by all our teams and I look forward to seeing Team
Winchester wearing the kit proudly. I would definitely recommend Surridge.”
If your business plan is to target the education sector, contact
Karen at Surridge Sport on 01282 418448 to discuss in more detail.
17
PRODUCT ROUND-UP
TEAM COLOURS
Team Colours is a custom sportswear manufacturer whose netball kit range
now benefits from specialist sweat prevention technology.
The new moisture wicking tri-mesh panels are designed to keep athletes
dry during intense exercise and can be neatly embroidered into specific areas to
prevent uncomfortable build-ups of sweat, while
still allowing for healthy ventilation - perfect for
playing outdoors in summer leagues.
Team Colours encourages netball
teams to customise their kits from the
start - you can even design your
own uniforms online.
Custom clothing can
be imprinted with
unique logos and
text, individualising
kits from colour,
right up to features
such as built-in sweat
prevention panels.
For more information on this or any custom sportswear enquiry, call +44 (0)1920 876 240,
email trade@team-colours.co.uk or visit www.team-colours.co.uk.
18
HARROWS DARTS
Harrows Darts is approaching the new
season with a wealth of exciting products,
which are illustrated in a stunning new
catalogue supplement. The radical new
line-up is guaranteed to get retailers tills
ringing.
Leading the way are Fire 90%
tungstens, which are set to be the
hottest new product on the darts
market this year. Diva Dark 85%
tungstens are a striking extension to
the Diva concept, which was
launched to universal acclaim in
2011. In addition, the fantastic new
Pro Matchplay knife wire board
joins a wealth of other industry
leading products.
For more information call 01992 300300, email
sales@harrowsdarts.com or visit www.harrowsdarts.com.
19
PRODUCT ROUND-UP
GLOVEGLU
Ever since the development of goalkeeping gloves
began, manufacturers have strived to find the right
balance between grip and longevity - a latex that grips
well doesn’t last as long as latex with poorer gripping
qualities. gloveglu has solved the problem.
After 14 months of product development and
testing, gloveglu is finally available to the trade. Applied as
a spray, gloveglu enhances the grip and performance of
all goalkeeping gloves in all conditions. Used before or
during the game, it is effective in wet or dry conditions
and is suitable for any type of goalkeeping palm.
Goalkeepers such as Jamie Langfield at Aberdeen,
Boaz Myhill at Birmingham City and the West Ham
and Crystal Palace goalkeeping academies are already
using gloveglu - and the word is spreading fast among
the goalkeeping community that gloveglu could be a
game changer.
Myhill comments: “gloveglu is ideal for making
your older gloves last longer. Great in the wet - wasn’t
expecting it to work so well in the rain.”
Packed in dozens and with an RRP
of £9.99, gloveglu is a must stock
accessory for any retailer stocking
goalkeeping products. For further
information email
sales@sportstrad.com.
The Zinc Pro scooter range was born and engineered in Great Britain and is designed
to take on the skate parks. The company’s scooters are tested to withstand one ton of
weight on its deck and handlebars (models released after December 2011).
MAYHEM
Features and benefits of this
scooter include:
● Handlebars with 360-degree
movement.
● One piece Y-handlebars for extra
rigidity and control.
● Chromium-molybdenum steel
steering bar.
● Reinforced steel fork.
● Double stacked collar clamp.
For more information
email info@hy-pro.co.uk.
20
● 48cm x 11cm reinforced
aluminium deck.
● Rubberised style bar grips.
● ABEC 5 chrome bearings.
● 100mm x 24mm high impact, high
bounce aluminium core
wheels with PU tyres.
● Maximum rider weight: 100kg.
● Quick stop brake.
● Grip strip for extra stick during the
‘sickest’ of tricks.
SHOCK DOCTOR
It’s highly recommend that the right mouthguard is used in all contact and collision sports in order to
protect the teeth and oral facial area. Shock Doctor has grown from being the undisputed leader in
mouthguard technology, to being the leading innovator in sports protection around the globe.
All products are available in
national sporting goods shops, and
for online visit www.eninety.com.
BEST OPTION: ULTRA STC
BETTER OPTION: GEL MAX
SPECIALITY: BRACES
● Absorbs shock using air technology.
● Gel-Fit liner for tight, comfortable fit.
● Shock Transfer Core stabilises and
shields teeth.
● Air Cushion Shock Pads for more
comfortable jaw compression.
● More performance enhancement may
increase strength and athletic performance.
● Convertible tether for use with or
without strap.
● Compact size for easier breathing
and speaking.
● Comfort and protection in a variety of
colours.
● Gel-Fit liner for tight, comfortable fit.
● Integrated lip guard protects both
upper and lower lips.
● Exoskeletal shock frame provides
impact protection for the teeth, jaw
and brain.
● Triple layer design for maximum
protection, fit and comfort.
● Convertible for use with or
without strap.
The Braces mouthguard.
● Insta-Fit adapts to changes in tooth
position and protects from lacerations.
● 100 per cent medical grade silicone
for ultimate comfort without boiling
or fitting.
● Quick release helmet tether
(strap model).
MERCIAN PINK AND WHITE ZEBRA 303
“If you always do what you have always done,
you will always get what you have always got.”
Sports adage.
Junior wooden sticks from 24" to
36" with a full painted finish and
fibreglass reinforcement.
RRP: £16 (24" to 32"). £20 (34"/
35"/ 36").
Available to be delivered from
early July 2012. Call or email the
office to place your order.
Tel: +44 (0)1483 75 76 77.
Email: info@mercianhockey.com.
Web: www.mercianhockey.com.
“Sometimes you have to just
do something different...”
21
Focus_SI Template 01/06/2012 16:38 Page 1
PRODUCT PROFILE
FOCUSON
5-Hour ENERGY
TM
Rob McCormack, director of international business
development, talks us through the offering.
HOW IS IT MARKETED?
We’ve found that when people try 5-Hour ENERGY it works, and
they believe in the product. We use a variety of channels to reach
customers, including television, sampling and online campaigns, but in
the end it’s the product that sells itself. The brand has also sponsored
a variety of athletes, including professional cycling teams and
professional golfers. We’ve taken a larger stance in social media and
worked to localise each market in which 5-Hour ENERGY is
available. See it all on our website at www.5hourenergy.com.
TM
TM
WHY HAS IT SOLD SO WELL?
We have always been single-minded in our customer focus,
addressing the unmet needs of busy and hardworking adults who
need an occasional extra boost during their day. People choose
5-Hour ENERGY for many reasons, including its compact size
and the fact it doesn’t need to be refrigerated, but also because it
contains no sugar or herbal stimulants. Most of all, they choose it
because 5-Hour ENERGY works.
In the United States, 5-Hour ENERGY sales increased from
seven million bottles per week in 2010 to more than nine million
bottles per week in 2011, a demonstrable endorsement of our
product’s popularity and effectiveness.
TM
TM
TM
CAN YOU GIVE US SOME BACKGROUND
ON THE BRAND?
Introduced to the USA in 2004, 5-Hour ENERGY is the original 58ml
energy shot. Despite hundreds of imitators, it is the number one selling
energy shot in the world. Why? Because it works. 5-Hour ENERGY
provides a blend of B vitamins and amino acids to keep you alert - with
zero sugar, zero herbal stimulants and four calories.
TM
TM
WHO IS IT AIMED AT?
5-Hour ENERGY is marketed to busy, hardworking adults who need
an extra boost. We designed our product to address the needs of a
wide spectrum of people, including athletes, busy mums, first
responders working long shifts, truck drivers, office workers and
anyone else that needs to stay alert and focused or who needs help
getting through a tough day.
TM
KEY FEATURES AND BENEFITS?
5-Hour ENERGY is not an energy drink, but rather a small, portable
58ml energy shot. It provides the bright, alert feeling you need to get
through your day. It’s quick, simple and effective. Retailers stock 5Hour ENERGY as a result of being small, but it packs a big punch
with incremental impulse sales.
TM
TM
22
WHAT’S THE
MOST EFFECTIVE
WAY A RETAILER
CAN MARKET 5HOUR ENERGY ?
TM
We have a wide selection of
point of sale and sports
promotional material to
make the product highly
visible at retail. We’ve
found that the best place to
display our product is at
the counter by the
register, not in the chiller.
For more information call
UK distributor
Links Sports Retail
Partnerships on
01428 713726, email
sales@links-srp.com
or visit www.5hourenergy.com.
XPRES
CUT
®
THE PERSONALISED SPORTSWEAR SOLUTION
The increasing demand for low volume runs of
personalised sportswear make the Xpres Cut transfer
system a must for all suppliers of sports apparel.
O
Produce single and multi colour transfers for
Football Shirts, T-Shirts, Bags, Polo Shirts, Caps,
Jackets, Tracksuits, Promotional Wear and more
O
No screen or set up costs
O
Superb profit potential
www.xpres.co.uk
Tel: 01332 85 50 85
THE FABRIC OF SPORT.
Sensport offer Stock and custom teamwear solutions in a range
of highly advanced technical fabrics providing outstanding value for
money. Professional quality products at affordable price points.
For football, rugby, cricket, hockey, netball, basketball, leisure
and training wear with a service that is second to none.
To view our season ‘11-‘12 Stock Teamwear and Custom Teamwear Brochures go to
www.sensport.co.uk
To present your customers with a full
colour presentation teamwear of their
total requirements go to kitselector.com
For details of our Custom Teamwear go to myteamkit.net
For further details call 02476 644 666
6(1$GYHUW[PPB6,LQGG
THE FABRIC OF SPORT
Caldoni House I 3 Crondal Road
Bayton Road Industrial Estate I Coventry I CV7 9NH
Tel: 02476 644666 I Fax: 02476 367971
Website: www.sensport.co.uk
Email: info@sensport.co.uk
FSPA_SI Template 01/06/2012 14:38 Page 2
FSPA MEMBER NEWS
FSPAfocus
The latest news from the Federation
of Sports and Play Associations
received by our employees who have expressed their hope that this
can become an annual event.”
The results identify the sedentary working life the majority of
us have and highlight the need to keep on the move while at work.
Based on the success of this challenge, the FSPA will look at
holding future challenges going forward.
The Federation of Sports and Play Associations says it’s
delighted with the success of its ‘Step To It’ challenge, which
saw more than 41.6 million steps walked by 388 employees from
30 member companies over the six-week campaign duration.
The challenge was launched as a result of the FSPA signing the
government’s ‘Change4Life’ Responsibility Deal pledge to encourage
increased physical activity in the workplace, as the national federation
firmly believes that although public health is everyone’s responsibility,
the sport and play industries have a key role to play in reducing the
obesity epidemic.
During the campaign, which began on March 27, participants
recorded a total of 41,653,618 steps, approximately 20,827 miles equivalent to walking more than three quarters of the way around the
world at the Equator.
The overall aim of the Step To It challenge was for participants to
increase their daily step total by 500 each week, thus over the six-week
period participants were aiming to improve their average daily step
total by 3,000 steps.
Only seven per cent of those who took up the challenge managed
to achieve the 500-per-week increase, with 34 per cent beating their
initial baseline total each week.
The FSPA made the challenge available to its total membership
base comprising 600 companies across 18 trade associations, offering
free challenge packs that included pedometers, scoreboards and
leaderboards.
All individual and company step totals were recorded online with a
Twitter campaign and regular updates and weekly leader board scores.
The campaign received positive feedback, with Jim Robert of ATA
member Daiwa Sports stating: “On behalf of Daiwa Sports, I would
like to thank the FSPA for this fun challenge, which has been really well
TWO NEW MEMBERS FOR SAFEA
The FSPA’s Sports and Fitness
Equipment Association
(SAFEA) is pleased to
announce that Tracks 2000
and Samba Sports have
recently joined as members.
SAFEA represents leading
suppliers of all types of sports
and gymnasium equipment,
with member companies
ranging from mat
manufacturers to larger
companies distributing a range
of portable sports equipment.
Leicestershire-based
Tracks 2000, which specialises
in tracks, mats and training
aids, as well as cheerleading
and martial arts equipment, has
signed up to the SAFEA code
of practice alongside all other
members. So too has Colnebased Samba Sports, the UK’s
biggest supplier of portable
uPVC goals. Samba was part of
the largest ever UK exhibitor
pavilion at ISPO 2012, which
was managed and fronted by
SAFEA’s parent organisation,
the FSPA, in February.
Speaking about the
decision to join SAFEA, Jeff
Tipler, sales manager at Samba,
said: “SAFEA is the leading
trade association for sports and
fitness equipment. Being part of
such an established industry
body allows us to benefit from
their influence and useful links.
With Samba being a proud
British manufacturer, it is great
for us to be part of a group
solely representing the interests
of UK firms, as I believe the
quality of our products is
second to none.”
For more information
on SAFEA visit
www.safea.co.uk or
call 02476 414999.
PLAYFAIR 2012 SEMINAR PROGRAMME ANNOUNCED
● ENTRUST: what is the Landfill
Communities Fund and how does it work?
● Bidding for Success: how to write a great
playground funding bid.
● Play On! Creating playgrounds through
the Spacehive funding platform.
● Change4Life: how communities and local
authorities can get involved.
● British Heart Foundation: encouraging
active play for all ages.
Playfair is the UK’s largest trade event for
all those involved in the selection,
purchase, upkeep and replacement of
children’s play equipment and safety
surfacing, from local authority staff, schools
and parents who are active in the
community, to freelance play designers,
parish councils and managers from the
leisure and private sectors.
Held on June 19-20 at Stoneleigh Park in
Warwickshire, Playfair 2012 is free to attend.
To register, visit www.playfairuk.com. For
further information contact Ray Baxter at
Brintex on 020 7973 4695 or email
r.baxter@hgluk.com.
www.sportsandplay.com.
The FSPA’s leading play association, the
Association of Play Industries (API), has
revealed the line up for Playfair 2012, the
annual play, sport and leisure activity event.
Building on the success of last year’s
seminars, featuring speakers on funding,
health and play, there will be a series of
presentations along with Q&A sessions on
various topics, including:
25
RGTHQTOCPEG
VGCOYGCT
www.gamegear.co.uk 01332 85 83 85
Shop_SI Template 01/06/2012 16:46 Page 2
RETAIL INTERVIEW
TALKING
SHOP
James Clark is the general
manager and buyer at A
Sporting Life, a family run
sports store in West
enjoyed reasonable success, as we are
Wickham, Kent
competing with them less. We have also found
HOW AND WHY
DID YOU GET INTO
SPORTS RETAILING?
Our family has been in retail for over 25
years and when the town’s only sports shop
closed 10 years ago we decided to open our
own store and extend that experience into
the sports industry. I have worked for the
past seven years with my mother, Janet, my
brother, Andrew, and my stepfather, Eddie, at
the store along with five part-time members
of staff. All members of the team have a
sporting background in various sports.
HOW WOULD YOU
DESCRIBE YOUR STORE?
We specialise in sports footwear and
equipment, ranging from mainstream sports
like running, cricket, tennis and football, to
lacrosse and hockey. We also have a small
section for specific clothing, such as
swimwear and cricket.
HOW DO YOU COMPETE
WITH OTHER SPORTS
RETAILERS IN YOUR AREA?
Due to a number of multi-chain sports shops
in fairly close proximity, we have found it
difficult to compete on pricing on a large
majority of clothing. By concentrating on
specialist footwear and equipment we have
that by organising staff training on a regular
basis we give the staff confidence to sell the
correct product to our customers. Teaching
great customer service to our staff has had a
great impact on the shop floor. All this helps us
compete against other independent retailers in
the area and online stores.
HOW HAS TRADE
BEEN OVER THE
PAST 12 MONTHS?
Trade has been all right. The quieter months
are normally followed by much better ones.
We’ve been proactive in trying to improve
footfall by visiting local sports tournaments
with stalls and by having flash sales on end
of season product at the beginning of the
various sports seasons.
WHAT IS THE STRONGEST
SECTOR OF THE MARKET
FOR YOU AT THE MOMENT?
Our strongest sector is tennis. Racquet and
shoe sales last season were our best on record
and I am hoping to at least emulate that again
this year. We continue to sponsor a couple of
coaches in the area and, along with a demo
bag, this influenced sales greatly. Looking from
a yearly sales point of view, we also enjoy
success in the running and rugby sectors.
Offering gait analysis to every runner in store
has continued to contribute to good results all
year round and we are also very
fortunate to be surrounded by a
number of schools and clubs
whose main focus is rugby.
CURRENT BEST
SELLING BRANDS
AND PRODUCTS?
I would say our best selling
brands are Babolat and ASICS.
Both are leaders in their market
and we have an excellent
relationship with both. I find that
this is important, as we have
confidence in each other as well
as a good understanding. We also
have good sell through with Aquasphere
swimming product, Kookaburra and Hi-Tec.
DO YOU USE SOCIAL
NETWORKING SITES AND
DIGITAL MEDIA TO
PROMOTE YOUR STORE?
We are very keen users of Twitter and
Facebook. This has been a tremendous tool for
showing the local community and beyond what
we are about and what we sell. It has been
great for announcing sales and promotions in
store and online and we hope to grow further
using social media in the coming months.
WHAT PERCENTAGE OF
SALES IS FROM YOUR
WEB-BASED BUSINESS?
Currently our only online shop is through
Amazon. Although about 25 per cent of our
business comes through this outlet, we hope
to have our own site up and running again in
the near future.
WHAT DO YOU LIKE
MOST AND LEAST
ABOUT THE BUSINESS?
I love the interaction with people in store and
being able to help and advise customers on
various products is great. You never know
what the next person through the door is after,
which keeps it fresh. It’s also great when
people make the effort to come back and give
good feedback on the shop or the team, which
happens quite often and is greatly appreciated.
The only thing I don’t like is when a
member of the team spends time giving
help and advice on products to someone,
only for the customer to check prices online
using their smartphone and announce they
can get it cheaper online or at a multi-chain.
Our staff work hard to find the right product
for customers, so it’s frustrating when
someone walks away without buying a
product after getting our knowledge and
advice for free - especially as customer
service in the multi-chains is practically nonexistent in my experience. Turning that
customer in to a buyer continues to be the
biggest challenge in sports retail.
27
028_Layout 1 31/05/2012 11:30 Page 2
28 SPORTS INSIGHT
Movers_SI Template 01/06/2012 14:47 Page 2
PEOPLE
Padraic McKeever,
managing director of
theGAAstore.com
WHEN DID YOU GET
INTO THE SPORTS
TRADE AND WHY?
I began in the sports trade in 1999 with
O’Neills, the Irish sportswear company. I had
just finished university in London and
approached O’Neills about starting a
London/UK office. I stayed with O’Neills
until 2004 when I started theGAAstore.com
after moving home to Ireland.
WHO’S BEEN THE
BIGGEST INFLUENCE
ON YOUR CAREER?
Definitely my family and my wife Rhona, who
have both been fantastic in backing me and
giving me the confidence to start and grow
the business over the years. Without their
support we would never have got things off
the ground. My parents’ work ethic has also
given me great grounding. They never stop
and we are still trying to get my father to slow
down at 66, as he works over 100 hours per
week in the market gardening business.
WHAT BRANDS DO YOU
ADMIRE AND WHY?
I like what Under Armour has done. The
company started with a simple idea and
developed it into a huge business with
fantastic design and innovative and quality
products. I think it will continue to grow and
become as big as Nike and adidas in Europe.
CAN YOU TELL US
ABOUT TEAMKITPRO?
We were looking to improve how people
enquired about and bought teamwear on our
website, theGAAstore.com, and after a lot
of thinking and various concepts we came
up with what eventually became TeamKitPro.
After some research on what was out there
already, the way the TeamKitPro web
application works and the advent of cloud
computing led us to the conclusion that there
were lots of other retailers who may be
interested in using the app.
We deal directly with the brands and
put all the high quality imagery together in
one cloud-based server. We then give
retailers access to the brands, so that they
can use them on the TeamKitPro
customisation application. The application
allows customers to select from the
retailer’s range of teamwear, add a club
crest, sponsor, initials, text, etc and receive a
price in two-three minutes. This reduces the
need for brochures and massively reduces
the enquiry to order time for retailers.
The TeamKitPro web application can be
accessed on any device, so retailers can
have it bolted to their existing website if
they have one or on a laptop, computer or
iPad in store. We think the app works best
on an iPad within an iPad kiosk store and
some call to action point of sale. We feel
that it will open up the teamwear and bulk
clothing market to a wider audience.
We went to ISPO this year on a fact
finding mission to assess the interest and
followed this up by attending the Printwear &
Promotion show in February and the
INTERSPORT show in March. At these three
trade shows we met with hundreds of
retailers and teamwear resellers from
throughout the UK, Ireland and Europe who
all expressed an interest in the application.
We have been working furiously to get version
one finished and to
market for customers who are keen to use it
and have started our first customers this
month. The model is based on an affordable
monthly cost that will give you access to an
excellent, simple to use selling tool.
WHAT’S THE BIGGEST
GROWTH AREA OF
YOUR BUSINESS?
We are busy in general with
theGAAstore.com and a new general sports
shop we have opening recently, but
TeamKitPro is definitely the most exciting
part of our business as it’s brand new and has
fantastic potential for growth.
WHAT ARE YOUR
HOPES FOR THE
NEXT 12 MONTHS?
We currently have around 100 customers to
get up and running and hope to grow this to
200-300 in the UK and Ireland this year. We
have also had significant interest from Europe
and hope to roll the application out in five or
six languages early next year.
For more
information visit
www.team
kitpro.com or
email padraic@
teamkitpro.com.
29
Supermarket_SI Template 01/06/2012 15:09 Page 1
SUPERMARKET
p
e
e
w
S
The supermarket goliaths are now not just hoarding the
market share in boxes of cereal and litres of milk; recent years
have seen the likes of Tesco, Asda, Sainsbury’s and Morrisons
move into sport in a big way.
Tesco may have recently seen its share of the UK grocery market
dip below 30 per cent for the first time in nearly seven years, but it
and its major competitors still account for three quarters of all food
and drink sold in the country. Over £100 billion is swallowed up in the
tills of the so-called ‘big four’.
PRICE WARS
That would seem to be more than enough turnover, but as the price
wars between them become more vicious an added edge, wherever it
can be found, is needed to satisfy demanding investors.
What could, on the face of it, be a concern for specialist sports
retailers is that these shopping behemoths are devoting more and
more resources to their realm. The grocers saw their share of the
sporting goods market increase by 0.3 per cent to 3.3 per cent in 2011.
The supermarkets can afford to cut prices due to bulk buying, while
independent sports stores need to show value for their more expensive
goods. So how can they do this and still hit acceptable margins when
shoppers seek bargains more now than ever before? The advice is that
they should be prioritising their offers at the more serious athlete, those
who seek performance aids rather than just the means to play.
“The main areas where the specialists can compete are by offering
higher levels of service and modifying their offer towards the more
premium end of the market for both sports equipment and fashion,
either by acquiring or developing exclusive brands to help drive footfall
into store,” says retail analyst Matthew Walton from Data Monitor.
Independent sports stores
are successfully competing
with retail’s big hitters by
carving themselves a niche
at the top end of the
market, reports Adrian Hill
Racquet specialist PWP is the UK’s largest tennis, squash and
badminton trader, stocking all the leading brands, from adidas to
Yonex and Babolat to Wilson among others. It prides itself on stock
availability, pricing and customer service, but does it feel the hot
breath of the supermarket giants on its neck?
“We sell the stuff the supermarkets don’t, so we don’t see them as
a threat,” says PWP’s Paul Watts. “They do the fast moving, cheaper
markets and are very seasonal. They stock when each sport is in the
spotlight and then those products disappear. They provide only a
minor irritation to us.
“Our major threats are from the internet people who go into each
sport, identify the top lines and discount heavily. Supermarkets are
limited because of space and the requirements to churn products. We
stock 1,500 tennis products; they are going to cherry pick. The only
problem for us would be if they get access to big selling lines, a Nadal
or Murray racquet for instance, but I can’t see that happening as the
big brands would be resistant - they want to protect those products.”
Customer service is paramount for independents - it’s literally
their big selling point. Small shops can offer the kind of one-to-one
expertise that the supermarkets simply don’t need to provide. A tin of
beans is a tin of beans - the look and feel of a racquet, bat or shoe is
particularly to the individual.
The feeling that the person who is selling the product knows what
he or she is talking about is vital, it contrasts to the dehumanising
effect of the homogenous supermarket or the internet, where bigger
ranges with fast delivery and return options exist, but the argument
goes that this is negated if the product
sold is wrong for the individual.
Specialists believe they have the
wherewithal to offer expert advice
amid a bewildering selection of
products. In tennis it is more than just
about picking up a racquet on a
supermarket shelf, the more cultured
clientele also want to talk about grips
and string dampers.
GENERALISTS
Specialists can offer expert advice amid
a bewildering selection of products
30
On a larger scale, Sports Direct has
developed a Nike Training Academy at
its head office in Nottingham, which
provides technical information about
the brand’s products. Those that attend
are required to train three other
members of staff on returning to their
store. But the smaller traders, who
consider the likes of Sports Direct and
JD as ‘generalists’ rather than
specialists, can enhance their offer
Supermarket_SI Template 01/06/2012 15:09 Page 2
with the kind of added value that goes beyond a
checklist of product specifics.
“By targeting the serious athlete with techniques such as
runner analysis, using their staff’s knowledge of sports
equipment and clothing, and providing advice on injury
prevention, they can compete with the supermarkets by
developing a better level of service,” adds Matthew Walton.
“For them, marketing is best suited to word of
mouth; there is a loyalty, often through connection to a
club with the more niche sports. A good retailer will have
high levels of service and provide value for money. They
must concentrate on playing to their strengths.”
If the supermarkets ever got serious about their
sporting offer on the internet, then even first rate customer
service could be circumvented. Thus far the supermarkets
go not much further than advertising cheap tennis balls.
“The general internet player can use price as the only
sales point,” says Paul Watts. “It becomes depersonalised
and can become a margin destroyer. The supermarkets are
not a threat here at the moment, but the other problem we
have is Sports Direct owning a brand - Dunlop Slazenger which they can sell through their stores.”
It is clear that in order to survive, specialists must
target their core market of regular customers who want to
improve their game and thus invest time and money into
getting the best equipment for them. The generalist route
may afford more opportunity for sales, but it’s quality of
custom that will guarantee that crucial link with the
players through word of mouth recommendation.
Watts says: “We have the specialist knowledge to help
the regular player to get a racquet suited to them. They may
want to have their racquet strung properly and are willing to
buy shoes costing £50-£100, rather than under £50.”
The small specialist cannot afford massive marketing
campaigns and vast hanger-like units with ‘pile it high,
sell it cheap’ products.
“Beginners are difficult to target,” Watts admits.
“We’re limited by advertising in the tennis press and issue
magazines and catalogues to clubs so we can reach the
dedicated player, but not so easily the newcomer. This is
how people access us, through already playing the game.
“The disadvantage is that if you are willing to pay
£150 for a frame you will look around at three to five
specialists, so we face tough competition and need to use
our service skills. The internet prevents us utilising those
skills, as it’s all about the lowest price advertised online.”
CUSTOMER SERVICE
PWP is among a clutch of serious players offering
customers a level of service and product beyond what can
be obtained walking down an aisle or surfing the internet.
Barrington Sports, which celebrates its 30th anniversary
this year, began as a hockey specialist and has now grown
to encompass cricket, rugby, netball and running, but goes
no further to ensure quality customer service.
Other examples are Just Rackets, based at a tennis
and squash club in Hertfordshire, where it could hardly
be closer to its target customer, and VKS in west London,
a general sport store with specialist knowledge and
ranges in cricket, which has locally become renowned for
imparting expert advice on not just which bat to use, but
which gloves, helmets and thigh pads meet a customer’s
specific requirements.
As supermarkets get bigger and brasher, the more
humble sports specialists are holding their own, thanks to
the personal touch.
Team Colours ad_Layout 1 30/05/2012 10:18 Page 1
Brother_Layout 1 29/05/2012 14:50 Page 1
email info-uk@brothersewing.eu
Intersport_SI Template 01/06/2012 14:39 Page 1
INTERSPORT EXCLUSIVE CAMPAIGN
Cutting edge technology meets the greatest all-around
players to unleash the next football revolution. The new
Predator has five Lethal Zones, designed to give you ultimate
control of the ball and make every touch count. It gives the
player an arsenal of possibilities to “Unleash Deadly” on the
pitch. In other words, to release that decisive move, that
killer touch that can change the game.
INTERSPORT will have the new Predator range in an
Exclusive colour way for the high street with a full boot
range, apparel, bag and ball all featuring in a 360⁰
communication package. Launched on pitch at Euro 2012 on
the 8th June and worn by leading adidas players Kaka,
Muller, Montolivo, Martin and Kuyt, the INTERSPORT
Exclusive red and black story will feature in key football and
lifestyle press.
The full campaign will see the creative brought to life in
store with feature windows and tailor made point of sale
supported by outdoor advertising to drive local footfall. The
exclusive campaign will be in over 200 INTERSPORT stores
throughout the UK and Ireland, with additional local
activation days using hit squads and teams of football skills
in selected stores. The campaign will be brought to life
online with strong digital media content to enhance the
consumer experience.
HIGH STREET EXCLUSIVE
Intersport_SI Template 01/06/2012 14:39 Page 2
Sponsorship_SI Template 01/06/2012 15:05 Page 1
BALANCING
ACT
Toby Southgate, The Brand Union’s UK
and Ireland CEO, examines the complexities
of effective sports sponsorship
In the past 12 months the British sporting scene has faced
some challenging times. The English RFU brought shame
upon the nation with various off-pitch calamities at the last
Rugby World Cup. This year’s Premier League sadly won’t
be remembered for its scintillating football; rather the
incidents and allegations involving John Terry and Luis
Suarez will forever cast a cloud over the 2011/12 season.
While the antics of David Haye and Dereck Chisora have
further tarnished the reputation of British boxing,
particularly on the international stage.
What are the implications for the brands associated with these
sporting organisations and athletes, who have found themselves
subjected to detailed media scrutiny?
REPUTATION
Both Standard Chartered and Samsung, sponsors of Liverpool FC
and Chelsea FC respectively, have stated in the media that player
conduct impacts brand reputation. Open dissent with team
management and the resulting media coverage undermines the
core objectives behind sports sponsorship. Essentially, sponsorship
should drive positive association between clubs carrying the
identity, values and ultimately the brand of an associated sporting
organisation. The closer the links and the more seamless the
relationship, the greater the potential in the relationship.
The issue of effective sports sponsorship is a complex one,
especially in an age where generic brand awareness without real
resonance is no longer sufficient. This subject was discussed at a
recent event featuring former All Black captain Sean Fitzpatrick,
who spoke about the All Black’s intense focus on ensuring
sponsors have a profile appropriate to the status of the team.
Hugely powerful and with a great heritage, the All Black brand is
the priority - selecting the right sponsor is not merely a matter of
“
CTORS
MULTIPLE FA
TO A
CONTRIBUTE
SUCCESSFUL
IP
RELATIONSH
BETWEEN AN
N AND
ORGANISATIO
ECTOR
THE SPORTS S
36
assessing the deepest pockets. The New Zealand Rugby Union
chooses its brand associations with due care, and in turn partners can
leverage ties with a team synonymous with the best in global rugby.
The team is also notable in its management of the
sponsor/team/athlete dynamic, ensuring that players are clear about
the sponsor’s expectations of them beyond sporting success. This
avoids embarrassing situations that have dogged other teams, like
England’s risible behaviour at a Land Rover brand player driving day.
It is important to remember that multiple factors contribute to
a successful relationship between an organisation and the sports
sector. Proactive stewardship from the start is a must have,
ensuring that sponsor, team and players alike are fully aware of
what is expected of them. This is a nettle that must be grasped
early in the relationship, as this is how long-term sports brand
partnerships are built, ultimately where the sponsor becomes
synonymous with the team and rooted in the psyche of supporters.
OVERLOOKED
More often than not supporters and fans are overlooked in
sponsorship decisions, even though they may be passive brand
ambassadors themselves and need to understand why their team
is carrying the banner of a specific brand upon their chests. Think
of how Newcastle United fans felt wearing the Northern Rock logo
after the bank collapsed or the backlash the club has experienced
after it rebranded St James’ Park as the Sports Direct Arena.
Communicating successfully with a fan base is vital and can
add real value. Bolton FC’s long-standing association with Reebok,
while initially divisive, has lessened considerably over time, while
the naming of Coventry’s Ricoh Arena went without mention
among the fans, although by this time brand sponsorship of
stadiums had become widespread in the UK.
However, there are numerous examples of clubs and
organisations that have been heavily criticised for embracing
inappropriate brands as sponsors simply because the association
was not made clear or was deemed inappropriate. Dow Chemical,
for example, has recently encountered criticism from MPs and
human rights groups for seeking to wrap the London 2012
Olympic Stadium. This is not a phenomenon confined to the world
of sport. Several poets recently withdrew themselves from
consideration for the TS Eliot Prize in protest of its sponsorship by
an investment management firm.
POTENTIAL
Sport has great potential to bring people together, but the issue is
creating standout and making sure that spending achieves a goal.
McDonald’s sponsorship of the Olympic Games is often derided
by the man in the street, who does not associate calorie rich fast
food with elite athletes and may not be familiar with McDonald’s
drive towards gold standard employee training and development.
Whether McDonald’s delivers on its corporate social
responsibility objectives against spend, associates with team sports
”
Sponsorship_SI Template 01/06/2012 16:15 Page 2
SPONSORSHIP
and gains mileage from its training and employment links in the
long term remains to be seen.
Another factor in the sponsorship equation is making sure
there is a legacy beyond brand visibility. What is crucial is that
brands, from the outset, make sponsorship decisions based on
engagement, authenticity, and saliency. While many brands find
sponsorship challenging and ultimately unrewarding, these
decisions will pay dividends further down the line, with all
associated parties understanding their role in the process.
Ideally, the essence of sport sponsorship is about finding the
right combination of sponsor, fan and event to effectively amplify
brand messaging and making consistent decisions. Ultimately it’s
about reputation, guardianship and, as with all sporting
endeavours, a little bit of luck.
37
Brother_SI Template 01/06/2012 14:32 Page 1
EXPAND YOUR BUSINESS
WITH BROTHER
Are you looking to expand your sportswear business and make it
more profitable? Added-value services, like commercial
embroidery, can put you ahead of the competition whilst giving
you an additional revenue stream.
Brother has seen a strong increase in
enquiries from businesses that have
identified embroidery and personalised
sportswear as a way to generate
additional income and improve their
services to customers.
Savvy business owners are targeting
local sports clubs, schools, colleges, hotels
and employers looking to personalise their
staff uniform to help grow their existing
customer base, offering them a bespoke
embroidery service on top of their current
product offering.
Whether it’s the local sports team wanting
a new logo on their kit or hoteliers adding a
personal touch to its towelling, there are so
many new potential customers you could
target to help increase your profit margins.
The Brother PR series enables you to
create branded merchandise and
personalised clothing quickly and easily. The
38
entry level machine is the PR650e, with its
six-needle functionality and enhanced LCD
screen for crystal clear previews of designs
before stitching. The machine allows you to
quickly edit on screen which will help speed
up the production process.
The next level machine, the PR1000e,
incorporates many new features to enhance
your productivity, which include 10 needles
for a wide range of colours and more
flexibility, an extra-large embroidery area
with easy to use embroidery positioning
camera sensor, and a touch screen control
system with built-in editing and design
preview functions.
You don’t have to be an expert at sewing
to use the machines either. Both the PR650e
and PR1000e are easy to use and incredibly
user friendly – each machine has a built-in
help guide so you have all the information
you need at your fingertips.
And if you’re concerned that time will
be an issue, both machines feature easy
threading and built-in automatic needle
threaders, eliminating time-consuming
manual needle threading. The thread
breakage sensors stop the machine if the
thread breaks or runs out.
Brother’s PR series embroidery
machines are also compact, taking up less
space than most commercial products, so
are ideal for use in a spare bedroom or
workshop and will slot easily into the boot
of most hatchbacks making it easy to
transport to sports events.
DEVELOPING YOUR
BUSINESS
As your reputation grows and demand for
orders increases, you could start to explore
opportunities to expand your business perhaps looking at different sectors that you
haven’t previously considered, or offering a
wider range of clothing and accessories.
Caps, polo shirts, T-shirts, jackets,
sweatshirts and shirts are typical items that
an embroidery business will regularly work
with, but what about adding socks, bags or
belts into the mix? A unique offering will set
you apart from the competition.
It is also possible to expand your
commercial business with additional
Brother_SI Template 01/06/2012 14:32 Page 2
ADVERTORIAL
machines so you can do larger, bulk orders
for your customers. You can link up to four
machines using a single computer to
enhance productivity with the Brother PEDesign NEXT software. The sophisticated
software package will allow you to create
your own designs and then convert them
to embroidery patterns that your machine
can transfer to clothing. Uploaded designs
can be sent to multiple machines whilst the
name drop feature is ideal for personalising
team shirts with each player’s name.
A wide array of optional extras can
also be fitted to both PR machines including cap frame and cylinder frame so
you produce quality orders every time.
costs, quality and deadlines associated
with producing embroidered items.
We work closely with specialist sewing
machine dealers within the local
community to help sell our range of
machines. Our expert dealers will install
your machine and provide training on how
to give the best service to your customers.
They also stock threads and backing
material to ensure your business runs as
smoothly as possible.
For further information on Brother’s
semi-commercial product offering or to
find a sewing machine dealer in your
area, email info-uk@brothersewing.eu
visit www.brothersewing.eu or contact
your Brother authorised agent.
HOW CAN BROTHER
HELP YOU?
Brother’s PR range of embroidery
machines has won a wide variety of fans.
They give companies total control over the
39
MY SPORTING LIFE
Life_SI Template 01/06/2012 14:44 Page 1
e
c
a
l
l
a
W
d
i
v
Da
Tony James meets the former
footballer who’s now the vastly experienced UK
and Ireland country manager for Dobotex International
When your dreams are
shattered, it’s cruel at any
age. When you’re 21, with
your life before you, it can
seem like the end of the
world - and that’s how it
was to David Wallace.
He was mad about
football and he was good at
it. Scouts from big clubs
turned up to watch the
Scottish teenager in school
games and by the time he
was 15 - in 1970 - the offers were coming in, not just
from Scottish clubs but from the English First Division,
too. Leeds United came calling, but West Bromwich
Albion had just reached the League Cup final and Wallace
decided to go there.
HOMESICK
Explains Wallace: “I was a 15-year-old lad from the
Scottish West Coast. I had never been away from home
and didn’t even know where West Brom was. To say it
was a culture shock is the understatement of the century.
I was lonely and homesick. I stuck it for three seasons,
but it just didn’t work out.”
Back in Scotland there was talk of Wallace joining
Aberdeen, but when their legendary manager Eddie
Turnbull left for Hibernian and masterminded an epic 7-0
thrashing of deadly rivals Hearts the young left back
signed for Hibs.
Once again, it didn’t quite work out. There were
constant injuries, including two broken ankles, and
disappointments on and off the pitch.
As Wallace puts it: “I was 21, still in the reserve team,
and it was time for a reality check. I began to realise that
the chances of becoming a top class footballer were
pretty remote. I came to the conclusion it was time to get
a proper job.”
It might be hard to imagine that this sad tale could
have a happy ending, but it has. Today Wallace has,
by any stretch of the imagination, a proper job. A
vigorous 56, he is a major figure in the sports clothing
and footwear industry with massive experience in all
aspects of the business and an unrivalled overview of
technical and commercial developments stretching back
over 30 years.
Now UK and Ireland country manager for
Dobotex International, the PUMA-owned bodywear
and socks company, Wallace’s expertise stretches
40
from sales and strategic marketing to product
development, budget management and business planning.
“I started with absolutely no qualifications,” he
remembers. “But I was lucky to work with some really
outstanding people who taught me an enormous lot and
I’ll always be grateful.
“Although my football career didn’t perhaps work out
as I’d hoped, it did have a profound effect on my future.
At that time ex-footballers seemed to gravitate to running
a sports shop, keeping a pub or going into sports goods.
In those days if you showed you had sporting prowess
you had a chance of getting into the industry, and I
decided that’s what I would try to do.”
Hibernian, and particularly club manager Eddie
Turnbull, were to have a lasting effect on the young
Wallace. Turnbull, the first British player to score in a
European club competition, was renowned for his iron
discipline and fiery temper. Under him, Hibs won three
Scottish League titles with a team known as
Life_SI Template 01/06/2012 14:44 Page 2
INTERVIEW
Turnbull’s Tornadoes and which included such legends as
John Brownlie, Pat Stanton and Alex Cropley.
“I was training every day and playing with some really
good players - Scottish internationals I’d previously only read
about,” says Wallace. “It was a dream come true. I was really
enjoying being at Hibs and was hoping to make the first team
when I broke my right ankle twice and never really recovered.
“It was then that I began to have real doubts about my
future in the game and made the decision to look at the
possibilities of doing something else. I saw an ad in the paper
for an adidas rep, but I had left school at 15 to become a
footballer and had no qualifications apart from a few O-Levels.
"Luckily, a family friend, who was a sales manager, gave me
a crash course in how to interview for a job and adidas took
me on. Many of my colleagues were top class sportsmen who
had transferred successfully into business and that was a great
encouragement. I had 12 years at adidas, eventually becoming
northern regional sales manager. It was a great grounding in
the industry - I couldn’t have had a better one.”
TRAVEL
Looking for wider experience, Wallace joined HI-TEC as
European product development manager, which involved
extensive travel in the Far East, moving to the Pirelli-owned
specialist tennis shoe manufacturer Superga SPA, again as
product development manager.
Says Wallace: “From there I went for 11 years to New
Balance, first as national account controller, then European key
account manager and dealing with product selection,
development and pricing. I had some great years at New
Balance, but eventually it seemed time to move on.”
After a spell as sales and marketing director at Netherlands
clothing and footwear specialist Converse, Wallace joined the
Dutch-based company Dobotex International in 2005 at a time
of profound changes. After owning 50 per cent of Dobotex
UK, PUMA finally acquired the remainder of Dobotex last
year, a move that had the full support of the company’s
management team.
Founded in 1979, Dobotex has specialised in legwear and
in the early years the products were mostly private labels for
department stores like AMA and V&D. Subsequently, Dobotex
focused on brand name socks and was the licence partner of
PUMA and Tommy Hilfiger.
The company had also been producing bodywear for
PUMA since 2009 and customers vary from large department
stores to small shops. In Europe alone, Dobotex delivers
around 100 million socks a year.
“
S
INDEPENDENT
TO
HAVE THE KEY
SS,
RETAIL SUCCE
AL
WHICH IS TOT
CUSTOMER
SATISFACTION
”
CHANGE
Wallace welcomes change when it brings stability and
exciting new developments: “During my time in the
industry the changes have been phenomenal, particularly
in lightweight materials. For instance, sock technology has
been transformed by materials like bamboo and sustainability
is also very important.
“Today’s footballers wouldn’t believe the stuff we wore.
Cotton polyester shirts that never dried out, heavy boots and the
balls - it was like heading an enormous potato. But some of the
biggest changes have been in the way we do business. When I
started as a young rep we called it going fishing - there were
countless numbers of small retailers to visit in search of orders.
“In those days the pond was full of fish, but it’s drying up
now and instead we have a very small number of powerful
retail groups as our main customers. Having said that, there will
always be a place for independents if they specialise and play
to their strengths. The days of a sports shop owner waiting for
customers to come through the door are pretty well over.
“There’s got to be a change of mentality among
independents. They’ve got to go out and hunt for business. Talk
to schools, football clubs and sports organisations. Do deals.
Network every likely customer. The internet is a massive factor
that independents have to embrace and which can bring them
enormous opportunities.
“Independents should realise that they can still win hands
down when it comes to personal service, experience and
specialist knowledge. They also have the key to retail success,
which is total customer satisfaction. Prices and quality of
products might not vary all that much, but the way the customer
is treated is invariably where the battle for sales is won or lost.”
And amid all the demands and challenges of a long career,
Wallace has never changed his mind about that.
41
Samurai_SI Template 01/06/2012 15:01 Page 1
Samurai International Sportswear Ltd have teamed up with BrandCo Sportswear Ltd,
who are now Licensees for Samurai Retail Products. We spoke to BrandCo Sales
Manager James Lawrence to see exactly how this relationship will work
CAN YOU EXPLAIN TO EVERYBODY
HOW THE RELATIONSHIP BETWEEN
BRANDCO AND SAMURAI WORKS?
Certainly. Samurai International Sportswear Ltd continue to sell
Bespoke teamwear to clubs and schools through their network of
retailers and resellers. BrandCo Sportswear Ltd now control all sales
of Samurai products that are sold into retail, for sale to individual
consumers, as opposed to clubs and schools.
ARE YOU SELLING THE SAME PRODUCTS
THEN?
No. Products required for teamwear are completely different to those
required for sale at retail. We have developed a co-ordinated new
range of apparel that is 100% exclusively available to the retail
trade. The range is designed to provide a complete and
comprehensive range of training clothing,
leisure wear and accessories aimed specifically at rugby players, but is
equally relevant across players of all team sports.
The clothing is segmented
into 5 main areas:
ELITE - Technical,
performance clothing
designed to be the best
possible products available
for training, featuring the
latest hi-tech fabrics and
engineering such as
articulated seams,
stretch panels and
concealed zips
PITCHSIDE AND
TRAINING Technical
performance clothing
to be used for
training, featuring
many of the technical
elements of the Elite range, but offering
quality products at the key commercial price points.
GYM GEAR - Because not all training happens on the training pitch.
A range of cotton gym based training products, which can also be a
crossover as fashion items
OFF PITCH - A range of casual wear to be worn to and from the
game, in the clubhouse and when not playing or training.
REPLICA - This consists of Exeter Chiefs replica ranges, as well as
Army Rugby Union jerseys and Rugby Seven's shirts.
This includes current Rugby sevens teams including the Samurai
International 7's, as well as some slightly more risqué designs that
have been worn by teams in the past!
We also have a comprehensive range of accessories, including head
guards, body protection, compression, shorts, socks, balls, tees and
water bottles. These are all products that Samurai also feature in their
ranges, but are products that every retailer should have on sale for
individual consumers.
YOU SAY THAT THE ELITE, AND
PITCHSIDE AND TRAINING RANGES
ARE TECHNICAL PERFORMANCE
CLOTHING. WHAT ARE THE TECHNICAL
FEATURES OF THEM?
All products that are in the Elite and Pitchside and Training ranges
feature the Performex system. There are 7 different elements to the
Performex system being waterproof, windproof, antibacterial,
breathable, UPF, wicking and showerproof (see attached). Each
range and product is designed for different purposes and as such
uses different elements of the Performex System. This is indicated
on the swing tag for each product for easy identification by store staff
and the consumer. Each product that features Performex System
elementswill have the Performex logo on the garment.
42
Samurai_SI Template 01/06/2012 15:01 Page 2
ADVERTORIAL
SO WHO ARE THE
SAMURAI RANGES
ACTUALLY TARGETED AT?
Samurai are actually a multisport brand,
selling clothing for almost any team sport you
can think of. The retail range is initially aimed
at rugby players and fans, as rugby is where
Samurai first started and is where it is known
best, but the products are equally relevant to
any Team sport. Samurai have been providing
rugby kits to clubs and schools for over 15
years now, so a whole generation of rugby
players and children have grown up wearing
and enjoying the quality of Samurai
products. These are the people who
have good memories of those days and have
continued playing rugby and who are now
looking to buy Samurai products at Retail.
SO WHAT ARE THE NEXT STEPS
FOR THE SAMURAI RANGE?
The range we currently have available will run
throughout the 2012/13 rugby season. This is all in
stock now, and is ready to be delivered to any new
stockists who would like to be a part of these exciting
new products. For July 2013 we will have a new range
of clothing, as well as an updated headguard and
body protection range. We will also launch the first
ever range of Samurai Rugby boots featuring
Performex System
elements and
we will start to
sell in these
new ranges
and products
from November
this year.
WHAT HAVE BEEN YOUR
BEST SELLERS SO FAR?
We have done really well with the Pitchside
training trouser, rainjacket, and the fleece pant
and shorts have also sold very well, as have
most of the off pitch range. With Exeter Chiefs
doing so well in the Premiership, we have sold
a lot of Exeter shirts. We have a range of Army
Rugby Union shirts with Poppies on, with a
contribution from the sale of each shirt going
to the Royal British Legion and these have sold
extremely well for delivery just before
Remembrance Day. We have also been very
plesantly surprised by the sales we have
experienced of the Hybrid Water bottle.
All enquiries to James@brandcosportswear.co.uk.
www.samurairetail.co.uk will be launching on 1st July 2012.
43
Crowd_SI Template 01/06/2012 14:36 Page 1
Crowd
funding is the
new way to
get a cash
injection for
your business,
says Paul
Clapham
THE
Wisdom
OF CROWDS
You’re an entrepreneur; you want to grow your business; hell,
you want to get rich. So what next? Well unless your minted
uncle just died, you’re going to need investment, which is where
most ambitious businesses are hitting the buffers just now.
Banks aren’t lending and business angels may prove less than
angelic, while venture capitalists want both arms and half a leg
and you to work 24/7 to produce the desired return at speed.
Give serious consideration to crowd funding. “What’s that?” I hear
you cry. ‘The wisdom of crowds’ is an established idea, if not
uniformly agreed. It translates into an investment opportunity by
“
TO
PEOPLE LIKE
AT
INVEST IN WH
STAND
THEY UNDER
FANS
AND SPORTS
DEFINITELY
UNDERSTAND
SS
YOUR BUSINE
44
”
providing businesses with a route to lots of private investors who like
your business, what you do, where you are going and are ready to put
small (and not so small) sums into your business.
STRUCTURED
The first commercial player in this market was Crowdcube. It provides
a route for investors to put money into businesses without all the
usual costs. Personally, I’d be twitchy asking: “Would you like to invest
in my business?”. But if the investment route was properly structured
and could be done through the web, I would think differently.
The process is straightforward. You create a pitch to be put on the
Crowdcube website. The company vets it and, assuming approval,
your pitch goes live as a dedicated page. If you’re legal, decent,
honest and truthful, you should be approved. At that point it becomes
your responsibility to broaden the pitch. While the Crowdcube website
gets lots of visitors who might want to invest in your business, it’s
down to you to drive interest.
This can be friends and family to begin with - and often is - but
use of the web and social media sites would open up the opportunity
to many millions of other potential investors. Equally, you have your
existing customer and commercial contacts database. Your suppliers
know a fair bit about your business and all your customers have
proved they rate you with their credit cards.
Therefore, they hopefully hold you in good esteem and could put
money into your business. Unlike other investment routes, Crowdcube
investors can start at £10, although the typical investment is £500£2,000. The Crowdcube process is fast - the pitch lasts for 90 days which is good for both parties, as you know you’ve got your
Crowd_SI Template 01/06/2012 14:36 Page 2
FINANCE
investment or not and can move on. By the way, investment carries
no upfront charges to the investor, unlike other routes.
I would also make contact with relevant local media. Some
local newspapers have a good business page, usually on a weekly
basis. People like to invest in their locality and you would have a
good story for the editor. Regional morning newspapers, where
they exist, are particularly appropriate targets.
Any trade associations of which you are a member can provide
access to people who understand your proposition and can afford
to invest. Likewise, if you are a member of Round Table, Rotary or
similar, you might do a presentation at a meeting and kick start
your pitch very effectively.
Why should anyone give you more than pocket change?
Answer that tough call with a real deal. Firstly, people like to invest
in what they understand and sports fans definitely understand your
business. Also, the baby boomer generation approaching retirement
has wealth and a continued involvement in health and fitness in a
way previous generations did not. Together that represents an
investors’ market - people who recognise the demand because they
are making it and with the cash to back their judgement.
Keep people updated during the pitch and engage fully with the
investor’s forum, which enables prospects to ask questions - some of
them distinctly searching. Detailed, honest answers here will
demonstrate that you are an appropriate person to invest in.
An alternative, but similar approach is operated by Funding
Circle. Again, it’s an online facility that connects small businesses to
individuals with cash to spare and who want a better rate of return
than the banks are offering. In this case, they are offering loans at a
rate between seven and nine per cent. A business must be at least
two years old and approved by Funding Circle’s credit assessors,
who are ex-bankers. Those who are approved can borrow between
£5,000-£75,000. The process takes two weeks. More than £30
million has been advanced in less than two years.
These sorts of operations are increasing in number. Others are
less commercial - they have a social mission that is paramount to
their raison d’etre. But it is a growing business sector and as long as
they offer a deal that is better and easier
than traditional finance routes,
that growth will continue.
POTENTIAL
So the potential is there. Your business proposition has
to be high quality, with all the figures in place and
plans spelt out in detail, not least what your exit plan is.
That could be: ‘I want to double the turnover, treble the
profit, then sell.’ It could be: ‘I want to build the biggest
sports retail business in London and live off the revenue.’
Or it could be: ‘I want to invest in top quality facilities,
focusing on premium products and develop customers
throughout the country.’
Next, the investor has to be able to see a return. For the
older generation, worried about the shortfall in their pensions,
that could well be a dividend. Alternatively, you might have
a growth strategy that boosts the price of shares in the middle
term, rather than paying short-term income. If your game plan is
to become a listed plc, perhaps on AIM, which typically
promises longer term but bigger rewards, it might be less attractive
to those baby boomers.
Crowdcube recommends giving investors a reward - a
promotional offer, in effect. In the sporting world you are spoilt for
choice, although it would probably be a voucher to cover all tastes.
However, if your growth plan related to developing say a golf
specialism, you might focus on golf products.
How much money are you asking for? It’s critical. Unlike asking
the bank for £50,000 and being told: “Sorry, we can’t lend you more
than £20,000,” funding through Crowdcube has to be 100 per cent
subscribed or the would-be investors get their money returned (that’s
one of the virtues of the process - no deal, no risk for investors). You
can, however, invest yourself to make up any shortfall. But unless you
get this right, you can end up holding a short straw.
If you can’t make an exciting proposition, I suggest you don’t
even start. Unless prospective investors think: “Maybe this could be
special,” you’re dead, however clever you think your proposition
might be. You need to engage the interest and the emotions of
potential investors. Yes, the numbers have to be right, but so too
does the message of why this is a great opportunity.
VIDEO
Because your pitch can include video footage, you should aim to use
that facility - it’s the next best thing to actually meeting every
potential investor. Note that professional investors (angels and
venture capitalists) say that they ‘back the jockey, rather than the
horse’, so you and your management team are a critical part of the
proposition. You have all the other pitches being made as an
example of what to do. This is definitely a case of copy what works.
Funding Circle has
advanced more than
£30 million in less
than two years
45
www.beyondsport.org
Join the movement
London, 23-25 July 2012
If you understand the power of sport beyond the track, pitch or court, there is only one place to be
this summer. In London. In the company of the truly influential. The Beyond Sport Summit 2012,
taking place July 23-25, will set the agenda for social change through sport. Bringing together
social innovators, political leaders, company executives and world-class athletes from across the
globe, this year’s Summit will be the place to forge connections, do business and create partnerships. Book now to be where the action is this July, when the world will be watching London,
and all attention will be on sport and its values. www.beyondsport.org
Global Partner
Media Partner
International Development Partner
Brooks GTS ltd edition SP2012 A4
27/3/12
11:49
Page 1
Feeling
patriotic?
Ltd. Edition Adrenaline GTS
@brooksrunninguk
brooksrunning.co.uk
Running Profiles_football profiles1 01/06/2012 14:59 Page 3
IN SEASON RUNNING
RUNNING
SAUCONY KINVARA 3
Saucony launched the successor to its market leading Kinvara
minimalist running shoe at the London Marathon Exhibition in April.
The expo, which attracted crowds in excess of 80 000, was the first
opportunity for runners to try and buy the latest update of the top
selling minimalist shoe in the US.
The Kinvara 3 has already been previewed by dozens of bloggers
around the world, including
running journalists in the UK.
With the shoe enjoying global
launches at the three major
marathons - London, Boston and
Paris - it’s sure to carry the
momentum of
the first and
second
incarnations.
For more information visit
saucony.co.uk/kinvara3
or call 01794 537537.
BROOKS PUREPROJECT
The Brooks PureProject range hit the market in the middle of last year, and the
reaction has been phenomenal.
All four of the shoes in the range - PureFlow, PureConnect,
PureCadence and PureGrit - incorporate a huge amount of technology
that promotes natural motion and a unique running experience
in a lightweight package.
Brooks’ signature cutaway heel promotes a
natural foot strike, so you land in a more forward
position on the foot; a toe box split allows your big
toe to function independently, encouraging a more
springy toe-off; an anatomical last works more
efficiently with the foot; and a Nav Band wraps over
the instep, securing the foot in place. Brooks’ BioMoGo
DNA midsole completes the technical wizardry.
Runner’s World Spring Shoe Guide has named PureCadence
Editor’s Choice, but with the added comment that the two other
shoes tested from the range, PureConnect and
PureFlow, consistently
scored highly in the
shoe lab for
cushioning,
responsiveness
and flexibility.
www.brookspureproject.co.uk.
48
Running Profiles_football profiles1 01/06/2012 14:59 Page 4
SAUCONY
Saucony’s stand at the
INTERSPORT show, visit
www.saucony.co.uk, speak to
your Saucony representative
or call 01794 537537.
Saucony’s revolution in running shoes launched last December. The
‘Geometry of Strong’ range made an immediate impact, with the
Guide 5, Triumph 9 and Hurricane 14 all returning greater
numbers than their respective predecessors and even being out
of stock at some points.
The Omni 11, Ride 5 and Echelon 3 are the latest of
Saucony’s franchise models to take on the Geometry of Strong
update. Each of these shoes is 10-15 per cent lighter than their
predecessor, more flexible, more stable and just feel so much
better. Put simply, they’re more desirable, so easier to sell.
REVOLUTION RUNNING
Revolution Running is a British sportswear brand
specialising in advanced technical running apparel
and predominantly cotton-based leisurewear products.
The company was formed in the Lake District
two years ago and manufactures all its products in
the UK. As well as working with British
designers, the company is keen to use
innovative materials to keep
pushing design boundaries and
original concepts.
Stomatex is a good
example of a material identified
and applied to the running
range. It’s a British engineered
award winning fabric that’s been
utilised by the company after
years of experience in harsh
climates and is incorporated in a
sympathetic range of layers.
Revolution running supports
British manufacturing, British
design and British athletes.
Contact the company for details of
its excellent introductory offer.
Tel: +44(0)1539 568128.
Email: info@revolutionrunning.com.
www.revolutionrunning.com.
49
ASICS comes from the latin phrase “anima sana in corpore sano”, meaning a “sound mind in a sound body”.
I AM MADE OF ALL THE DAYS YOU DON’T SEE.
NOT JUST THE ONE YOU DO.
JAN FRODENO, TRIATHLON CHAMPION
ARE YOU MADE OF SPORT?
ASICS.CO.UK
52871_Jan_Sports_Insight_297 x 210_May.indd Pg1 Qmuli Ltd Tel-0207 278 4009
05/04/2012 10:37
SDL_Layout 1 31/05/2012 14:27 Page 1
picture for illustrative purposes only
Operation....
....’customer is our priority’
Danny Riley Operations Manager
The ethos of the SDL Group is to endeavour to meet the retailer’s needs
and fulfil their required delivery dates. Stocking SDL ranges of multi-sport
clothing and trophies means that you have access to over 45,000
square feet of our extensive stocked range, which means that prompt
delivery comes as standard. However, our commitment to you means
that if you require an urgent delivery or wish to discuss a specific
requirement of an order, then a solution is never far away.
Contact the team now on 01282 418448
or, if you prefer email sales@sdlgroupltd.com
www.sdlgroupltd.com
Multi sport
clothing and
trophies
under one
umbrella
Swimming Intro_SI Template 01/06/2012 16:06 Page 1
IN THE SWIM
Widespread media coverage is putting swimming in the
spotlight and London 2012 will provide a welcome
boost for brands such as Maru, but more could be done
to encourage young swimmers, says Catherine Eade
Comedian David Walliams’ 140-mile Thames swim for Sport
Relief and various high profile celebrity achievements such as
swimming the Channel have been given ample media coverage
over the last year or so.
So it was disappointing - and surprising - to see last month’s
report from the Amateur Swimming Association, which revealed that
one third of children cannot swim 25 metres by the age of 11.
Researchers calculated that this means around 200,000 children leave
primary school each year unable to swim properly.
The study, carried out by the ASA and Kellogg’s, sponsor of the
association’s swimming awards, found that in some areas of the UK
almost three quarters of children were unable to complete one length
of a standard pool. The ASA blames a decline of swimming and
enhanced lifesaving lessons in many schools, combined with a lack of
encouragement from parents.
FAMILIAR STORY
Budget cuts have forced local councils to close large numbers of
swimming pools across Britain, leaving many children without easy
access to local facilities. The research also revealed the role of
parents in helping their children learn to swim and discovered that
without school swimming many children would miss out completely
on the chance to learn, as 15 per cent of parents admit they never
take their child swimming.
Worryingly, it appears that 29 per cent of parents don’t take their
children swimming because they either can’t swim themselves or do
not feel confident enough in their swimming ability to help their child
in the pool.
David Sparkes, chief executive of the ASA, says: “Swimming is the
only subject on the national curriculum that can save your life, so it’s
essential that government, schools and parents join us in taking action
and break the cycle before we create a generation of non-swimmers
unable to pass on this life saving skill to their children in the future.”
But it’s not all bad news for swimming. At the end of April a record
26,000 people made a very ‘big splash’ - and raised over £1.3 million for
charity - as part of the Swimathon Weekend. With 640 pools taking
part, it was the biggest ever Swimathon event to date, with 9,000 more
swimmers (including yours truly) taking part than in 2011 - including
thousands of people swimming a Big Splash Mile for Sport Relief.
Over that weekend more than 1,367 swimming sessions took
place across the UK, with world champion and Olympic silver
medallist Keri-Anne Payne helping set off a wave of swimmers in
Stockport, and Swimathon president and former Olympic champion
Duncan Goodhew showing his support in London. The Swimathon
has gone from strength to strength since it began in 1986. Since then
more than half a million swimmers have taken part and this year the
global fundraising event joined forces with British Swimming and
BBC’s Big Splash, Marie Curie Cancer Care and Sport Relief.
52
Thanks to the efforts of swimming organisations to get people
into their local pool for events such as the Swimathon, swimming is
still one of the most popular sports in the UK as well as globally. In
financial terms, the GB swimwear market is currently valued at £200
million annually, according to The NPD Group. Female swimmers
continue to make up the bulk of sales, with the many different leisure
centre classes attractive to women of all ages. Aqua fitness is valued
at just under 50 per cent of the total swimwear market, NPD found.
“The swimming sector is very strong,” agrees Maru’s Roger Allen,
who says he is pleased that swimming currently has a high profile,
thanks to initiatives such as the Big Splash and various celebrity-led
swimming events: “Any antics that promote swimming increase sales
for swimming brands and so are to be welcomed.”
KNOCK-ON EFFECT
But Allen is one of many in the swimming sector who says he’s
surprised by the ASA research. “Hopefully the knock-on effect of the
Olympics will bring swimming and sport in general higher up school
activities,” he says. “The ASA must become a stronger body and
make sure that all school children can achieve the 25 metre target by
the age of 11.”
Maru, which celebrated its 22nd birthday in May, has been
making active swimwear since its launch in 1990 and Allen says the
brand is currently enjoying strong sales: “We are seeing good growth
Swimming Intro_SI Template 01/06/2012 15:20 Page 2
IN SEASON SWIMMING
in Europe and we know if we can find
partners in the USA we can expand the
brand further.”
Despite reports of soaring sales
of swimsuits in retailers such as Tesco
and Asda, which are selling swimwear
for as little as £5 or less, Allen says he is
not particularly worried about the rise in
‘supermarket swimwear’: “Overall we have not
seen a reduction in sales because of the
supermarket pricing. Many of their sales are
impulse buys, but our non-technical products
such as swim shorts have taken a hit.”
So what is driving sales for the brand at
present? “Our Twenty 12 collection,
featuring the Union Jack has been huge
with ladies and kids, and the men’s styles
are now taking off,” Allen explains. “The
main range has had a very good reaction
from independent retailers, coupled with
a ‘by return’ stock service.”
Triathlon continues to provide a
boost to sales at Maru, with training aids
now sold by the company, including pull buoys, fins, drag shorts and
floats, as well as dive sticks, flyers and dive balls, right through to
ear plugs, nose clips and swim bags.
“Due to the Olympics and a rise of interest in triathlon,
swimwear has become much more technical,” says Allen. “Our
performance range Pro T uses Xtra Life Lycra with a waterproof
Teflon coating and gives optimal muscular compression. It has also
been extensively tested for chlorine resistance - even after 200
hours of pool water exposure.”
FABRIC
TECHNOLOGY
It is just as well brands such as
Maru are further developing
the resistance of swimwear to
“
SWIMMIN
GI
ONLY SUB S THE
JEC
THE NATI T ON
ONAL
CURRICU
LU
CAN SAVE M THAT
YOUR LIF
E
”
chlorine, as recent research from Invista, one of the world’s largest
producers of fibres and polymers, recently revealed that only 53 per
cent of women wash their suits after use, meaning that chlorine and
other hazards of the pool environment could make swimsuits more
likely to deteriorate.
Invista says Xtra Life Lycra resists fibre breakage more than five
times longer than other chlorine resistant elastanes and a suit
containing Xtra Life Lycra will resist degradation from the damaging
effects of the swim environment.
Maru is clearly on the right track with its choice of material for
the Pro T range. Invista research also revealed that 77 per cent of
women are more likely to buy a suit labelled with this fabric
technology than one without.
Allen remains bullish about prospects for the brand during and
after London 2012. He says: “British medals in swimming will drive
more children into the pool, so I am very
confident this will translate into long term
sales. The more golds the better for the
swim sector.”
There can’t be many
swimming brands who would
disagree with that.
53
Swimming Profiles_football profiles1 01/06/2012 15:23 Page 3
IN SEASON SWIMMING
SWIMMING
SWIMMING POOL
FUN AT JAKABEL
Jakabel takes the fun side of swimming as
seriously as the safety side.
With full UVP50+ protection swimwear in
vibrant, eye catching colours, children will also
love the range of pool toys Jakabel offers. With
prices from £1 to £20, there is something for
everyone in the family.
● International brand.
● Two-three day delivery all year round.
● No minimums.
For more information contact Josu on
020 8715 2385, email info@jakabel.co.uk
or visit www.jakabel.com.
AQUA SPHERE
Aqua Sphere is an innovative expert that’s committed to enhancing the
swim experience for everyone.
Its K180 is the first-ever hydrodynamic small socket goggle with
asymmetrical and anatomical curved lenses, combining outstanding
wraparound vision with the most comfortable and natural fit possible.
Already getting excellent reviews from swimmers, a K180+ micro
gasket version is also available for even faster elite level racing. Both are
available in Lady versions to ensure the
best possible fit for the female face.
With the full range of stylish
performance swimwear and
accessories completing its resource,
Aqua Sphere delivers the proven
swim solution. Small wonder it’s
been chosen as the official swim
partner for the British Gas
Great Swim 2012 Series.
54
For more information call 01254 692200
or visit www.aquasphereswim.com/uk.
Aqua sphere_Layout 1 30/05/2012 14:46 Page 1
Tel: 0044 (01)1254 692200
www.aquasphereswim.co.uk
backpageimages
Netball Intro_SI Template 01/06/2012 15:52 Page 1
Since England Netball launched Back To Netball in 2009,
thousands more women have joined local teams and the game
continues to expand in other countries too, says Catherine Eade
Retailers who might be wondering why so many women are
popping in to buy ASICS Netburner Pro trainers or order a
customised set of Gilbert netball dresses have got England
Netball to thank.
The organisation’s Back to Netball initiative, launched three years
ago, has attracted over 18,000 participants so far. As the England
Netball website explains: ‘Back to Netball is a gentle reintroduction to
netball for adult females of all ages. It is about rediscovering the
sporting ability you forgot you had, creating new opportunities to get
active, making new friends and having fun.’
SUCCESSFUL
Sessions are coach-led and cater for all abilities, covering the basics
of the game, from chest passes to footwork. England Netball
spokesman Alex Sexton says the initiative has been hugely
successful. “We now have around 20 netball development
community coaches around the country delivering the Back to
Netball initiative and have had over 18,000 participants join in the
B2N sessions,” he says.
“The sort of women joining range from those whose passion for
the game died out after school to those who have moved area and
want to get involved with the sport they love, while enjoying the
56
opportunity to socialise at the same time.”
The initiative is not the only scheme launched by England Netball
to get increased numbers of girls and women chucking a ball around:
“We also have the High 5 scheme, which is encouraging youngsters to
take up the sport from a young age at school,” adds Sexton.
High 5 is the recommended 5-a-side version of the 7-a-side
game for 9-11-year-olds, which gives children the chance to
experience every position on court, as well as off-court roles. Many
primary schools have embraced the format, which encourages
mixed teams rather than the traditional female-only games of yore.
The use of the internet is key here, with England Netball creating a
child friendly, ‘cool’ section of the website specifically designed to
appeal to the 9-11 age group.
Initiatives such as High 5 and B2N come under the umbrella of
the overall branded netball initiative My Game, says Sexton, who
adds: “My Game is showing that netball can be played by all,
regardless of ability, social status and gender. We also provide more
coverage on social media to keep players and potential fans as
updated as possible.”
Netball has also received a boost from Sky, which recently
broadcast the Netball Europe Open matches in a move that gave the
sport welcome media exposure. International Federation of Netball
Netball Intro_SI Template 01/06/2012 14:49 Page 2
IN SEASON NETBALL
Associations president Molly Rhone said: “This is brilliant news
for netball fans and for the profile of netball and women’s sport. It
is very important that we bring international netball to the widest
audience and build up a powerbase of support for netball’s
national teams.”
Alex Sexton adds: “This is obviously a huge positive for us
and we strongly value our relationship with Sky and strive to
continue to put netball on the television.”
Hellen Manufor, Netball brand manager for Gilbert, described
the Sky broadcast as “brilliant”. “It brings welcomed exposure and
growth,” she says. “I think England Netball is doing a great job
with initiatives such as Back To Netball, but more prime time
exposure would be fantastic. The netball market is strong. We are
aware of austerity pressures, but Gilbert has seen continued
growth over the last few years.”
“
NETBALL
RECEIVED HAS
A
FROM SKY BOOST
, WHICH
RECENTL
YB
THE NETB ROADCAST
ALL EURO
PE
OPEN MA
TCHES
”
backpageimages
the size of the Australian netball market and the success of the
country at international level, but England Netball claims it’s happy
with the situation in the UK.
Says Alex Sexton: “Funding is healthy for netball and it is one
of the highest performing sports in the Sport England set of
criteria. The Whole Sport Plan has just been finished for the next
set of funding and we are hoping that our continued progress will
see us receive more funding. We are working very hard to continue
promoting the game and to attract commercial sponsors. Our
league is not as large as the ANZ in Australia and New Zealand
and the sport is hugely supported down under - our aim is to make
the game just as big over here.”
RETAIL PERSPECTIVE
OLYMPIC AIM
The Holy Grail for netball is obviously its inclusion as an Olympic
sport, but despite petitions to governing bodies and Olympic
committees this doesn’t look like happening in the near future.
“Netball has been cut for consideration for the 2020 Olympics,
but the International Federation of Netball Associations continues
to fight our cause,” says Sexton. “To enhance our chances we
continue to spread the word of netball globally and the game is
getting bigger in the Americas and Africa.”
Backing up this viewpoint, the IFNA was recently shortlisted
for a prestigious SportAccord Spirit of Sport Award due to its
creation of ‘Netball Safaris’, an initiative that has introduced
netball to thousands of new players in Africa, boosting interest in
women’s sport and given many girls their first opportunity to play.
Whether the sport manages to make it into the Olympics or
not, globally netball is still moving into new markets - and
continues to inspire players.
backpageimages
Some UK retailers are reporting a growth in netball sales. “Women
are buying netball kit on a more casual basis around here, such as
polo shirts or sweatshirts, rather than Gilbert branded clothing,”
says a spokesman for Morbec Sports in Essex. “The Gilbertbranded clothing is more for the leagues, ex-England players, etc.
But we do a lot of teamwear, printing up polo shirts and so on for
teams in the area. Women tend to be good at organising games
among themselves, rather than being part of any particular
organising body, and netball is massive in terms of players.”
Adrenalin Sports in Surrey also painted a positive picture of
the sector. “We sell a lot of ASICS Netburner and Netburner Pro
shoes - both to parents of schoolgirls who play and to 30something women who are playing regularly,” said the manager
there. “We sell a lot, it’s very strong in this area.”
While many players favour the traditional netball outfit of Tshirt and shorts or skirt, technological innovations are taking place
within the game just as fast as in other sports. SKINS recently
announced the results of a new study into the effectiveness of
compression garments in the Journal of Science and Medicine in
Sport. The study investigated the effectiveness of SKINS gradient
compression garments in improving physiological variables in a
netball specific circuit.
Data recorded using a GPS of nine subjects revealed greater
distances were travelled at a faster velocity when players were
wearing SKINS, compared with the usual netball attire. “The
results of this study suggest that during a netball game players
may be able to cover more distance during short sprints by
wearing SKINS gradient compression garments than without
them,” says Karen Potter, the company’s marketing coordinator.
If word spreads about the advantages players could enjoy with
SKINS and other compression garments, these could form another
revenue stream for retailers wanting to expand their netball range.
The Australian government recently pledged $2.6 million
(£1.6 million) to netball down under, a significant sum that reflects
57
Saucony_Layout 1 01/06/2012 14:12 Page 1
FIND YOUR
STRONG
Due to continued growth in the running and sport
specialist market, Saucony are expanding our team
and recruiting for two Technical Representative roles.
Regions:
Role 1 - Midlands & Ireland.
Role 2 - North of England & Scotland
Responsibilities:
The Technical Representative role is a vital position within a growing
running brand. “Tech Reps” are in the front line in Saucony’s regular communication,
education and relationship building with both retailers and consumer.
Our tech reps are responsible for staff training, in-store branding and merchandising,
event support and marketing. They provide essential support to the UK and Ireland
sales team.
Requirements:
Strong running product knowledge, the ability to interact with shop staff and
excellent presentation skills are essential.
Empathy with consumers as a runner or regular sports participant is vital.
Podiatry and/or biomechanics studied to degree level preferred but not essential.
IT skills including experience with MS Office (Powerpoint, Excel & Word) also
beneficial.
Both roles require regular weekend work, with time given in lieu.
Renumeration:
Competitive salary, company vehicle and benefits package.
Closing date for applications: 25th June 2012. Start date: 1st August 2012
For further information please check www.saucony.co.uk or email
emma.stocker@saucony.com or send your CV to Office Manager, Saucony,
The Lodge, 3A Golf Course Lane, Dean Hill Park, Salisbury SP5 1ET
Team kit pro_Layout 1 30/05/2012 14:46 Page 1
balls, backboards, portables and teamwear
now available together!
For further information call 08448 849861 or see your Uhlsport sales agent:
Scotland:
Eric Muir
Northern Ireland:
Brian Hutchinson
North & Midlands: Dan Hume
London & South East: Bob Ludlam
Wales & South West: Mike Morgan
spalding_sports_insight.indd 1
07940 598779
07595 543835
07960 013475
07973 394004
07973 802986
21.12.2011 13:11:50
For the complete
mplete
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range of sports
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Mueller it.
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ELB
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-9,8<,5;4(92,;05.(*;0=0;@.9,(;67,505.6--,9:
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MOUT
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Existing customers or those interested in
becoming a Mueller stockist, contact:
T: 01442 430692 E: mueller@opro.com
www.muellerit.co.uk
Etailing One_SI Template 01/06/2012 14:37 Page 1
n
o
i
t
c
e
f
r
e
P
PRICED TO
We’ve all experienced behavioural pricing.
The cost of flowers increases around
Valentine’s or Mother’s Day and petrol
stations, reacting to a potential fuel shortage,
hike their prices accordingly.
Retailers already use regional price variations,
while loyalty cards, which attract regular discounts, are
now an established part of the retail pricing landscape.
NORM
This kind of behaviour has been the norm across
the retail space for decades. What is different today
is the level of information businesses have about
their customers and how they behave. With this
knowledge, behavioural pricing looks set to enter a
new era, thanks largely to the rise of social media.
Last January a blog post appeared that heralded
2012 as the year of behavioural pricing. In it Alex
Gannett, founder of CampusSplash, proclaimed: ‘This
year will mark the end of static pricing. The use of your
tweets, credit score and web history in ecommerce
pricing is frightening - but ultimately unavoidable.’
Already companies have begun to appear that
help retailers price their goods in accordance with
their competitors. BlackLocus and Adobe
AudienceManager are just the first of what is expected
to be a huge market sector over the next few years.
“Consumers are more sophisticated and pricing is
more transparent than ever before - especially online,”
says Morgan Flager, a partner at Silverton Partners, an
investor in BlackLocus. “BlackLocus helps retailers to
succeed in this environment by allowing them to
rapidly respond to their competitive environment and
better understand how pricing effects conversion.”
“
Behavioural pricing looks set
to enter a new era, thanks
largely to the rise of social
media, says Dave Howell
What is the ‘perfect price’ for goods or services?
The answer to this question has been somewhat of a
Holy Gail in retailing for decades. Many economists
have spent years developing algorithms to come up
with an answer, but all of their research was missing
one vital component - detailed customer behaviour
data. Retailers can now access that information from
a wide range of sources, not least their own website.
Martin Petts of social media marketing specialist
Social Stamp says: “There are currently consumer
intelligence companies that work with brands to
understand what you are buying and use that
intelligence to offer you something to buy next. The
data about you is out there.”
PROFILE
With Facebook approaching a billion active user
accounts, the level of information available about
consumer behaviour has never been higher. As
consumers are increasingly happy to reveal personal
details in order to gain the best rewards, this
information can now be collected to form a
comprehensive behavioural profile.
The key issue with behavioural pricing is how
customers are likely to react - social media, if
nothing else, has given a great deal of power to
them. If they feel mistreated by retailers they can
make their feelings known very vocally and very
quickly. The conversations that now take place
between consumers will, of course, include price.
The issue then becomes whether a retailer can
practice behavioural pricing and get away with it.
LOG POST
LAST JANUARY A B
HERALDED
APPEARED THAT
OF
2012 AS THE YEAR
ICING
BEHAVIOURAL PR
62
”
Etailing One_SI Template 01/06/2012 14:37 Page 2
E-TAILING
According to the latest Global Trust in Advertising report, market
research specialist Nielsen shows that word of mouth
recommendations are still a strong force in the marketplace. If
behavioural pricing was to become the norm, it will be interesting to
see how trust in brands and the advertising they use would be affected.
Are we entering a world where the prices on your web page
change depending on who is viewing it? It may seem like some
way off, but a system is already being developed to automate this
process. And consumers may be playing right into its hands.
A new report from conversion expert Monetate reveals that a third
of US consumers would prefer to use their social login details to access
their ecommerce accounts. Not surprisingly, using their Facebook login
details was the most popular. This desire to use social login could deliver
just the information that behavioural pricing would be based upon
The commercial driver behind behavioural pricing is
ecommerce. According to the latest research from online payments
provider WorldPay, UK consumers spend 25 per cent of their
disposable incomes online. This is the highest of all EU nations and
two per cent higher than consumers in the US.
The WorldPay Global Online Shopper Report revealed: ‘Younger
shoppers primarily in their early 20s - buying clothes, sports gear and
software downloads - drive much of the online economy in the UK,
supported by a secondary typology of women in their mid 40s spending
mainly on financial products and in online department stores. Among
these heavier spenders, further purchases are likely to be prompted by
delivering a more interactive online experience and one in which they
can trial or gain better understanding of the products in question.’
“Every day we hear reports that consumer spending is under
pressure, but ecommerce continues to grow at a healthy rate,” says
Gabriel Hopkins, head of ecommerce products at WorldPay.
PRIVACY
What is most concerning about behavioural pricing is privacy. Users
of Facebook have been highly vocal about this issue for several
years, forcing the company to tighten its security. However, where
behavioural pricing is concerned the data that pricing could be
based on would usually be in the public domain.
For retailers, the tried and tested methods of behavioural pricing
that are linked to loyalty or special events still have a huge commercial
value. However, as social media continues to become more and more
a part of consumers’ everyday lives behavioural pricing will inevitably
become more sophisticated and touch every retailer.
63
European championship
2012
WIR TUN WAS
(WE TAKE ACTION)
Our Social Campaign for 2012
Children suffering from severe heart defects have a low life expectancy. These are the kids we want to make sure are
getting the best possible care, and so our WIR TUN WAS (WE TAKE ACTION) campaign for 2012 will be in support of the
ROBERT-ENKE-STIFTUNG and the work they do with children suffering from heart conditions.
BY BUYING THIS PRODUCT YOU WILL ALSO BE SUPPORTING THE WORK OF THE ROBERT-ENKE-STIFTUNG.
FOR THIS WE SAY THANK YOU.
For more about our social projects go to: uhlsport.com/wirtunwas
• For more information please call 08448
849861 or
email: uksales@uhlsport.com
• Follow us on twitter:
@UhlsportUK
• Visit our Facebook page www.facebook.com/Uhlsport.UK
uhlsport Euro advert for sports insight magazine_210x297_RZ.indd 1
22.05.12 07:52
Counter_SI Template 01/06/2012 14:34 Page 1
TAIL-ENDER
UNDER THE
COUNTER
A sideways look at the world
of independent retailing
In the past we’ve never been bothered
much by shoplifters, probably because
there’s not much in the shop worth
stealing, but the return of the recession
seems to have changed all that.
Last week someone distracted my assistant
Norman long enough to walk out with two
squash racquets and a packet of freezer gel
sticks down the back of his trousers. And a few
days earlier a running shoe disappeared from
the display cabinet near the door. Norman
thought he had seen a one-legged cove with a
dog hopping surprisingly quickly past the
benefits office, but we couldn’t prove anything.
SECURITY
Times are hard enough, goodness knows,
without villains legging it with our
merchandise, and so we asked Norman’s
mate Terry, who’s in security at Tesco, to slip
round in his lunch hour and give us a few tips
on how to make the place more secure.
To give him his due, Terry knew his stuff.
He was quick to find that the locked front
door could be opened with a well placed kick
and that if you took the piece of cardboard
out of the toilet window you could reach in
and disconnect the burglar alarm. He’s doing
us a good deal on some second-hand CCTV
gear, which he says is a wise investment in
view of how much is being nicked nowadays.
For instance, according to Terry, the average
shoplifter commits nearly 50 thefts before being
caught and one out of every 20 people coming
into your shop is apparently a potential thief.
“They’re getting so cocky,” Terry said.
Only that morning he had caught someone
red-handed putting a joint of beef from the
deep freeze up their jumper. “I said: ‘What
are you doing with that?’ And she said: ‘Roast
potatoes, carrots and a few Brussels sprouts,
if it’s any of your business’.”
The CCTV stuff came into its own
on only the second day we’d had it
when Norman found a box of
three minimum aerodynamic drag
tennis balls had disappeared
from the counter next to the till,
and this hoodie with a face
piercing and black fingernails
was acting pretty suspiciously
on the surveillance monitor.
The fact that he was the
only customer in the shop at
the time also made things
look pretty black for him, too.
I put the ‘Closed’ sign on
the door and said: “Turn out
your pockets, pal,” in a voice I
hoped sounded like that bullying
detective in Life on Mars, but which Norman
later said reminded him more of Arthur Daly
in Minder.
“Don’t you touch me,” said the lad.
“You’ll be violating my human rights. My
probation officer and lifestyle counsellor
warned me about people like you.”
“I know his dad,” Norman said. “The
whole family have got ASBOs. There was a
picture of them in the Daily Mail.”
“Why would I want tennis balls?” asked the
lad. “They’re not hard enough to hurt anybody.”
“To sell them, I expect,” Norman said.
“Or to sniff the bonded water repellent. The
worst thing they ever did was to abolish
national service.”
It was lunchtime and a few people were
trying the door. Not only had we lost three
tennis balls, but now we were losing
customers, too. On top of that, I seemed to
be getting a migraine.
Norman escorted the suspect into the
back office. He then rang his brother-in-law,
who’s a police community support officer, to
D ENOUGH,
R
A
H
E
R
A
S
E
IM
T
WS, WITHOUT
O
N
K
S
S
E
N
D
O
O
G
ING IT WITH
VILLAINS LEGG
DISE
OUR MERCHAN
“
66
”
ask his advice. “Now you’ve told me
about an alleged misdemeanour, I’m obliged
to report it,” the brother-in-law said. “Pity. I
was just going to IKEA with the wife.”
He arrived 10 minutes later with a female
community liaison officer carrying a
briefcase of victim support leaflets. “Hello
Darren,” she said. “How’s your mum?”
SEARCH
A quick search revealed no tennis balls on
the suspect. “He’s hidden them while we
were waiting for you,” Norman said. “In the
old days you’d have been here on your bike in
half the time.”
“I told you I didn’t have them,” the lad said.
“It’s victimisation. We live in an accusatory
society. No wonder I’m stressed out.”
“We could arrange a stress counsellor,”
said the female community liaison officer. “Or
you could attend a stress workshop if you
prefer. Perhaps we can work out some dates
that fit in with your community service?”
That seemed to be the end of the matter,
apart from the hoodie threatening to sue us for
wrongful arrest, kidnap and violation of the
freedom of the individual. Of course, there was
still the matter of the missing tennis balls, but
perhaps it’s worth mentioning that Norman
found them down the side of the till. I’ve told
him that if we don’t keep that to ourselves we
might read about it in the Daily Mail, too.
Meanwhile, he has instructions to make
sure that when every 20th customer comes
into the shop he keeps a very sharp eye on
the CCTV.
Samurai PG_Layout 1 01/06/2012 12:31 Page 1
l 2
ai 4
et e
EW r g
N ai pa
ur e
m se
Sa es
ng
ra
Elite Light Weight Jacket 1000 SAM
Four way stretch
fabric inserts
Waterproof fold
away hood
Pitchside Rain Jacket 1103 SAM
‘Invisible zip’
rear pockets
Articulated
mesh vents
Breathable mesh
Storm cuffs
For more information on how to become a stockist please contact:
South West - Mike Morgan - 07973 802986 - michael@michaelmorgan4.orangehome.co.uk
South East - Richard Morris - 07778 159180 - rjdmorris@btopenworld.com
East and Midlands - Malcolm Stedman - 07768 937370 - malcolm.stedman@btopenworld.com
North & Scotland - James Lawrence - 07545 939316 - james@brandcomanagement.co.uk
Ireland - Mark O'Neill - 00 353 876 358525 - oneillmarketingsolutions@gmail.com

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