SI FC MARCH 07 - Sports Insight

THE OFFICIAL PUBLICATION OF THE FEDERATION OF SPORTS AND PLAY ASSOCIATIONS

InsightSports

THE LEADING TRADE MAGAZINE FOR UK SPORTS RETAILERS, MANUFACTURERS AND DISTRIBUTORS

£3.50 MARCH 2007 www.sports-insight.co.uk

INSIDE THIS ISSUE

TAKING STOCKEffective inventory managementis good business practice

BETTER BUSINESSHow to keep costs under control

2006 sportswearround-upIndustry analysis from The NPD Group

IN SEASONFocus on racquet sports, hockey,basketball, supports, replica kitand indoor/home sports

ISPO-INSPIREDSTAG hosts UK retailers at record-breaking event

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t:0117 982 9057 e:[email protected] w:www.karakal.comKarakal UK, The Old Tanks, Penpole Lane, Shirehampton, Bristol BS11 0EA

Image does matter. Looking good means feeling good whether at work or play.Leading sports equipment and clothing supplier Karakal have joined forces with oneof the world’s leading ladies squash players,Vanessa Atkinson, and are hitting thespot with their New Active 07 range of Ladies Sports Clothing.

The new range makes extensive use of technical, stretch micro tec materials to createa top quality performance range that combines excellent fit and comfort with a highlystylish look. All items in the range have been developed and tested with worldleading squash players who are pleased to see such a refreshing move away fromsportswear that to date has been so male dominated.The new Karakal kit is bothflattering and fashionable.

New for 07The original fit pant has been complemented with a Capri Fit Pant and Fit Short. All 3 items are now available in Navy and Black.Skort II is a dual coloured, more fashionable addition to the very popular plain coloured Shorts range.The new Navy Roma Leisure Pant has been added to complement and contrast the Roma Jacket in Navy, White and Lilac with contraststitching. The jacket was a very popular item last year and has been retained in the range in an improved softer material.The Jog Pant also has a new addition - Capri Jog in Navy.

The Active 07 collection will be available exclusively from Karakal from April 2007.

Listening to customersKarakal prides itself on the excellent relationship it has with its retailers , seeking feedback from them to constantly supply a product rangethat meets their customers’ needs. Retailers are excited with the extended Active 07 range and Karakal’s commitment to hold core lines for 12months and fashion lines for 6 months means outlets can regularly re-order popular lines - something they struggle to do with othercompanies.

Karakal Ladies Active 07 range for Fitness and Racket Sports

Looking good for 2007

Looking good for 2007

Karakal Ladies Active 07 range for Fitness and Racket Sports

Karakal’s entire clothing range will be worn and endorsed by Vanessa AtkinsonWorld No. 1 ladies squash player 2006.

Karakal’s entire clothing range will be worn and endorsed by Vanessa AtkinsonWorld No. 1 ladies squash player 2006.

All the mix and match items are available in a range of sizes from XS to XL and colours include White, Navy and Lilac.

04 SPORTS INSIGHT

Sports Insightworking with

Messe Munchen’s UK partner

for new media

Sports Insight

IN THIS ISSUE

InsightSports

ABC CertificationSports Insight has a current ABC certifiedcirculation of 5,211 (audit period July 1,2005 to June 30, 2006). The Audit Bureauof Circulations (ABC) is an independent

audit watchdog that verifies magazines’ circulation figures,providing accurate and comparable data for advertisers.

ABC Certification demonstrates a media owner’sintegrity, in their willingness to be audited and to conform toindustry standards.

CONTENTS 03.07

COVER STORIES22 ISPO - INSPIREDSTAG hosts UK retailers at record-breaking event

24 2006 SPORTSWEAR ROUND-UPExpert industry analysis from The NPD Group

26 TAKING STOCKEffective inventory management is good businesspractice

60 BETTER BUSINESSHow to keep costs under control

REGULARS06 WHAT’S NEWSLatest headlines, key dates and events

11 TALKING SHOPRobert McLaren, Arnold’s Leisure, West Ealing,London

12 KIT STOPEssential stock for your shop

16 WHAT’S HOTNomis’ product range

18 60 SECONDSDavid Ling, general manager of Skins for the UKand Europe

20 FSPA UPDATEThe latest news from ispo winter, theannual British Golf Industry Associationgolf competition and BASES

66 UNDER THE COUNTERA sideways look at the world ofindependent retailing

IN SEASON32 NETBALL34 RACQUET SPORTS46 INDOOR/HOME SPORTS48 BASKETBALL50 HOCKEY54 SPORTS SUPPORTS58 REPLICA KIT

FEATURES28 LADIES’ FIRSTShooting to thrill, Arsenal Ladies arethe first Brits to reach the UEFAWomen’s Cup Final

62 E-TAILINGBlogging is fast becoming an essentialcommunications tool

Editor: Jeff James Tel: 01273 719900

Email: [email protected]

Assistant Editor: Catherine Eade

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Tel: 01206 500240. Email: [email protected]

Fax: 01206 505935.

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Reproduction: Ace Pre-Press. Tel: 01206 797541

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Published by Maze Media (2000) Ltd, 21-23 Phoenix Court,

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All contents © Maze Media (2000) Limited. The views expressed in this

magazine are not necessarily those of the publisher. Every effort is made

to ensure the veracity and integrity of the companies, persons, products

and services mentioned in this publication and details given are believed

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05www.sports-insight.co.uk

NOW AVAILABLESPRING / SUMMER

2007 RANGETEL: 0115 985 1212

WWW.MARUSWIMWEAR.CO.UK

EAS the world’s No1. in sports nutrition is proud to be the offi cial sports nutrition supplier to athletes and clubs across the UK including:

Sale Sharks, Leicester Tigers, Everton, Tim Don - World Champion Triathlete and Nicole Cooke - Women’s Cycling World Champion.

STOCK THE PRODUCTS THE PROS USECall 0870 350 3270 or email [email protected]

FUEL THE PASSIONFEED THE POTENTIAL

For athletes and fi tness enthusiasts who want to be their absolute best, you can

help them achieve it...

...stock the products the pros use.

www.eas-uk.com

06

"People have a real passion for sport, it's not something that comesand goes. If you have to buy the technical apparel and footwear andequipment, you really need specialist advice." So said STAGmanaging director Ward Robertson recently.

Robertson had been invited to provide listeners to BBC Radio 4's Todayprogramme with expert opinion on the current state of the independentsports retail trade and how the market has been evolving.

It was an excellent opportunity to showcase the positive trends in sportsretail and highlight the specialist expertise that is proving invaluable ingrowing sports retail businesses, as well as confirming STAG as a leadingresource for the independent trade.

When asked if independent sports shops were surviving or simplyclosing down, in line with STAG's focus on providing members with thenecessary commercial power to compete successfully on the high street,Robertson told Radio 4: "There is something of a resurgence in theindependent sports trade and some of the very best independent retailershave actually opened up new businesses in the last two to three years."

Business for STAG has been equally positive, with the group's year-endresults showing a 28 per cent increase in turnover on the previous trading yearand an 83 per cent growth in membership since Robertson took the helm.

Membership is now in excess of 400 retail outlets, with six new sportstrade members joining STAG this month alone. Brands too are benefitingfrom STAG membership, with the group's top 20 suppliers all seeing theirbusiness increase significantly.

STAG's buying show, scheduled for November 18-19, is already gainingmomentum, with 50 per cent of exhibitor space booked.

Says Robertson: "The importance of the STAG show is of vitalsignificance for the sports retail industry - something which is nowbeing recognised in Europe, as demonstrated by our new partnershipwith ispo.

"There is no longer an independently run show - the last attemptto reintroduce such an exhibition in Telford failed - and we areuniquely able to bring together a broad-based portfolio of brandsunder one roof - with the largest number of UK retailers inattendance. What's more, STAG invests in helping these key buyerswith the cost of attending."

SPORTS INSIGHT

WHAT’S NEWSSend your news stories to the Sports Insight news desk at [email protected] or call 01273 719900ALL THE VERY LATEST IN THE SPORTS INDUSTRY...

Education Secretary Alan Johnson has included archery in a list ofsports that have soared in popularity in schools over recent years.Johnson was promoting the virtue of competitive sport at a schoolsport conference in Telford in February, at which he condemned the"absurd" political correctness that has led some schools to bancompetitive sports.

The minister said football, cricket and athletics were the bedrock ofschool sport. But he told delegates that non-traditional activities suchas archery, along with golf and cycling, were more popular than ever.

Archery is one of the sports that can be studied as part of theGCSE in Physical Education. The sport has seen a 171 per centincrease in schools and about 90,000 state educated children nowtake archery lessons, according to the Department for Education.

David Sherratt, the chief executive of British archery's governingbody, the GNAS, welcomes the increasing interest in archery amongstschool children and students.

He says: "Archery as a sport has been soaring in popularity overthe past few years and membership of the GNAS is delightfullyhealthy. And yes, we're delighted that schools are taking anincreasing interest in offering archery to pupils.”

Any sports shops currently working with schools can get adviceon offering archery equipment from Petron, based inBuckinghamshire. It can put together packages suitable for schoolsjust starting to deliver the sport or for those that need replacementequipment.

For more information call 01296 632573 or [email protected]

STAG highlights positivetrends in sports retail

Archery in schools - huge potential


EAS the world’s No1. in sports nutrition is proud to be the offi cial sports nutrition supplier to athletes and clubs across the UK including:

Sale Sharks, Leicester Tigers, Everton, Tim Don - World Champion Triathlete and Nicole Cooke - Women’s Cycling World Champion.

STOCK THE PRODUCTS THE PROS USECall 0870 350 3270 or email [email protected]

www.eas-uk.com

For athletes and fi tness enthusiasts who want to be their absolute best, you can

help them achieve it...

...stock the products the pros use.

FUEL THE PASSIONFEED THE POTENTIAL

“Later on we’ll be talking to Zara Phillips, whowon this year’s Horse of the Year Award”

Andy Townsend on Talksport

ASICS GEL-Nimbus IX wins ispo awardispo and the German edition ofRunner's World, the officialmedia partner for running_ispo,have jointly honoured the ASICSGEL-Nimbus IX for outstandingachievement in the runningsegment.

The award follows the successof the ASICS GEL-Kinseiin the same categoryin 2006.

In its evaluation,Runner's World

said: "ASICS has grown to be oneof the leading manufacturers inthe running segment. This successis not based on extensivemarketing or an aggressive pricepolicy. ASICS was discovered byconsumers and has become themarket leader in many segmentsbecause of the runner'spreference for the brand."

The GEL-Nimbus IX is partof ASICS' autumn/winter

07 range.

SENI 07MAY 19-20ExCeL, London

GRASS ROOTS FOOTBALL SHOW 2007JUNE 9-10Ricoh Arena, Coventry

OUTDOORPREVIEWJULY 3-5Harrogate International Centre

ISPO SPORT & STYLEJULY 8-10New Munich Trade Fair Centre

ISPO RUSSIA SUMMERSEPTEMBER 5-8Crocus Center, Moscow

RETAIL SOLUTIONS 2007JUNE 5-7NEC, Birmingham

THE OUTDOOR TRADE SHOW 2007OCTOBER 3-5Stoneleigh Park

GOLF EUROPEOCTOBER 7-9New Munich Trade Fair Centre

SPORTS SOURCE ASIAOCTOBER 27-30Hong Kong SAR www.sportssource-asia.com

STAG BUYING SHOWIN ASSOCIATION WITH SPORTS INSIGHT

NOVEMBER 18-19Heythrop Park Hotel & Country Club, OxfordshireFor further information call STAG on 01793 715406

Diary Dates


08 SPORTS INSIGHT

…Mitre has appointed Nicki Lesirge as itsnew Marketing Manager, replacing KatrinaMcCreadie. Lesirge will bring a wealth ofexperience to the role, having worked at Mitre

Sports International for the previous two years… New Balance hasannounced that managing director Alistair Cameron has decided toleave the company after seven successful years leading and developingthe brand throughout EMEA…

Transfer Market

Rebel engineers d3o Lab combine chemistry, engineeringand design to provide the sports industry with cutting edge‘intelligent’ shock absorption for the 21st century.

Established in 2001 by CEO Richard Palmer, d3o Labinvented and manufactures the revolutionary d3otechnology. d3o is a patented, shock absorbing material withintelligent molecules that flow with you as you move, butupon shock lock together to absorb the impact energy.

d3o opens up unlimited design possibilities for protectivegear, enabling the athlete to maintain control at a high levelwithout compromising freedom of movement and balance.

The Sussex-based d3o Lab is the UK home to a dynamicand growing team of people operating in varied roles.Within the same space lab and material, technicians workonly feet away from designers, creative zones and salesteams, ensuring full integration of ideas from alldepartments and effective communication in an environmentthat breeds results.

The outlook for the d3o team, led by Richard Palmer andchaired by Hap Klopp, the man who founded The North Face,looks as bright as the company’s distinctive orange logo. Formore information visit www.d3o.com or contact GeorgeWright: [email protected]

d3o Lab - cutting edge science,engineering and design

heading the ball, thus reducing the risk of injury among youngplayers. The ball is also appreciated by junior goalkeepers as itsspongy impact minimises injuries to the face and head. TheMolten FVA-570 is manufactured in sizes 4 and 5 and comes in arange of colours.

Says Barry Jeffreys, managing director of Grass Roots SoccerSchools, in association with Arsenal Football Club: “There is nodoubt that the Molten FVA-570 is the best football around foryoung players. The softer impact works a treat and gives thechildren added confidence knowing they will not be hurt whenheading the ball.

“We think so highly of this ball that we will be including a freeMolten ball for each child as part of our soccer schools programme.”

Grass Roots Soccer Schools, in association with Arsenal FootballClub, has opted to use Molten footballs and associatedaccessories for all its soccer training schools throughout Kent,Essex and Surrey.

Molten, the world’s largest manufacturer of footballs, has recentlydeveloped a new ball specifically for the 5-11 age group, which isperfect for primary schools and clubs. It’s been thoroughly tested bythe Grass Roots Soccer Schools Company, in association with ArsenalFootball Club, prior to signing this exclusive deal with Molten, whichsees Molten balls and accessories used in all its schools and advancedtraining centres.

Constructed with a soft, EVA foam under the surface skin of theball, the new Molten FVA-570 affords a far softer impact when

Grass Roots Soccer Schools opts for Molten

Grass Roots Soccer Schools, in association with ArsenalFootball Club, celebrate the Molten deal


“You got an MBE for scoring seven runs. Howembarrassing is that."

Shane Warne sledges Paul Collingwood

…Mike Ashley made £929 million from theinitial public offering of Sports Direct…Matthew Hayden and Andrew Symonds andbat sponsor Gray-Nicolls raised $20,000 for theNational Breast Cancer Foundation during the

Ashes series… Puma announced a 43 per cent increase in consolidatedsales and record global brand sales of Euro 2.8 billion in its financialresults for the fourth quarter and financial year of 2006… Sports MarketingSurveys has expanded its existing global research network with the mergerof its Australian office with that of S-COMM Australia…

SportsShorts

Two years on from the introduction of Chip and PIN, the latestsurvey from online credit report provider Equifax reveals that 68 percent of British consumers believe the system provides a secure andsafe way to pay. However, nearly 50 per cent of respondents wouldalso like to sign as well as use a PIN for extra security.

"Our survey shows that the majority of consumers havepositively adopted the Chip and PIN technology, which is greatnews in tackling credit and ID fraud," says Neil Munroe, ExternalAffairs Director of Equifax.

"But what our survey also reveals is that the introduction ofChip and PIN and the need to remember PINs has meant that over aquarter of consumers have reduced the number of cards they use."

However, one challenge that still faces Chip and PIN, accordingto the Equifax survey, is the environment provided by retailers forconsumers to enter their PIN - 74 per cent of respondents feel thatretailers still do not provide a safe and discreet place to do so.

New tool to remove gamble fromcompany acquisitions

Chip and PIN safe and secure

A new commercial tool is set to transform the way companies goabout acquiring other businesses, according to its developer.

Devised by Plimsoll Publishing, VIBE (which stands for Valuations,Industry analysis, Business acquisitions and Electronic delivery) draws on adatabase of information covering virtually every company in Britain andNorthern Ireland. It shows, at a glance, if a company is ripe for takeover -and why.

Plimsoll says the service can be tailored to any one of around 1,200commercial sectors. The resulting report provides a detailed picture ofthe top 500 companies in each sector and delivers its verdict in bothtext summary and graphics under the categories 'Eye-catching','Desirable' or 'Unattractive'. Each report is supplied in PDF format viaemail, CD or on USB memory stick.

Says Plimsoll's Senior Analyst David Pattison: "This is not just asnapshot of company fortunes, but a package of key information that isnot available anywhere else in a single document. It covers everythingfrom the age of a firm's directors to illustrations of where thecompany's strengths and weaknesses lie.

"We also identify the firms we describe as hidden jewels, where thefees paid to directors have been distorting the profits for years.

"All the work that any potential acquirer needs to do has alreadybeen done by Plimsoll. You can search the information by size ofcompany, geography, directors' ages, losses and much more. We alsoadd internet links to allow further research.

"In addition, monthly updates to the analysis are available onrequest to assist those companies that are planning an acquisition, butare not ready to act immediately." For more information visitwww.plimsoll.co.uk

MILLETS STORES TO CLOSEBlacks Leisure has announced a number of initiatives that it hopeswill improve financial performance across the group, including theclosure of around 45 loss-making stores, predominantly in theMillets fascia.

The company has also scaled back its Blacks Out of Town programme,which in the short-term will be limited to two new openings scheduled forthe financial year to 2008. Blacks said it would recommence the growth ofthis format when appropriate.

Blacks is also undergoing an operational review focusing onenhancements to the company's product, pricing and customer propositionacross all its fascias. To assist in this, the board has asked Don Trangmar, anon-executive director, to relinquish this role and instead act as a consultantto the company's Commercial and Product Development Teams on a part-time executive director basis.

Says Blacks' chief executive Russell Hardy: "We remain confident thatour market leadership in the growing outdoor market, combined with ourrebalanced ranges for 2007 and the operational measures announced, willhelp drive a significantly improved performance for the next financial year."

10 SPORTS INSIGHT


…Nike will become Aston Villa’s official sportswear partner fromthe 2007-2008 campaign... Saucony is supporting the LondonMarathon team being fielded by the London Paper, one of thecapital’s free daily newspapers, by providing shoes for its 14-strong

team… The Jamaica Netball Association has named Gilbert as its official and exclusiveball and kit supplier for all JNA controlled events…Former world number one squash playerJohn White has re-signed to Prince Sports. In his first tournament playing with the latestracquet in the brand's new O3 series, White exceeded his seeding to reach the final of the 5-star PSA Tour event in the USA… Anna Kourikova is to become a Brand Ambassador for K-Swiss…Heart of Midlothian FC has signed a new two-year kit deal with Umbro…TheInternational Rugby Board has agreed a deal with Coca-Cola for Powerade to becomeOfficial Supplier for the IRB Rugby World Cup 2007… Andrew Strauss has signed acareer-long contract with Gray-Nicolls. Says Strauss: "I have used Gray-Nicolls throughoutmy career to date and have been delighted with their equipment and service. It was an easydecision to commit to Gray-Nicolls for my entire cricketing career”…

SponsorshipNews

YOUNG BLOODCHANGING THE FACE OFTHE TRADEA wave of new appointments at the top ofthe UK's largest 500 sports and leisurewearcompanies is set to prompt a radical changein their behaviour and put even greaterpressure on those with ageing boardrooms.

That's the view of Plimsoll Publishing, theindustry analyst that has a track record ofpredicting business trends in the UK, France andJapan. According to Plimsoll, there have been301 new appointments at director level in thelast 18 months in an industry with 1,049directors in total.

Says Senior Analyst David Pattison: "Therehas never been a more important time to takenote, not just of the companies you are doingbusiness with, but of the decision makersbehind those companies.

"We all know that companies don't dobusiness with companies - people do businesswith people. But the people are changing andfirms will be caught out and lose business as aresult simply because they took a customer,competitor or supplier for granted on the basisof an older management style."

Plimsoll's detailed analysis has investigatedeach company's financial performance andoffers firm views on the challenges the newdirectors face, as well as the strategies they areusing to stamp their mark on the industry.

It finds that for 93 of them the challenge isto keep the company afloat, while for 208others it is to deliver industry-leadingperformance. In both cases, a change in theway of doing things looks inevitable.

"The reasons for the new appointments arevaried," says Pattison. "Some have been takenon with the direct objective of finding a buyerfor the company, while others look as if theyhave been appointed to see through amanagement buyout.

"Whatever the reason, this wave of newblood is simply the start. Almost a quarter ofdirectors are over the age of 60 and we will seeyet more evolution in the not-too-distant future."Other information included in the analysis includes:■ The average director's salary in the sports andleisurewear industry was £69,481 last year.■ Top earners can see their salary rise to morethan £214,000.■ The typical time in office in the sports andleisurewear industry is now over five years,compared to the UK average of just overseven years.

You can receive a £50 discount on the fullreport by quoting the code PR02 when orderingonline at www.plimsoll.co.uk, by calling 01642 626400 or by [email protected]

A record 64,000 people visited ispo winter 07, a five per cent increase on last year'svisitor levels, according to show organiser, Messe Munchen, with 20 per cent morevisitors from Great Britain recorded.

It was the first time that the show, which took place in 17 halls over 180,000square metres, occupied the whole of the New Munich Trade Fair Centre.

Says Manfred Wutzlhofer, CEO of Messe Munchen: "ispo winter 07 will godown as a record trade fair in ispo history. In addition to an increased amount ofarea and number of exhibitors, we can now also report a visitor record.

"The increasing participation and the growing interest from the textile andshoe retail sectors confirm the continued development of ispo as a unique platformfor the range of offers for sport-oriented leisurewear, in addition to functionalclothes and clothes with technical features.

"The mood at the trade fair was positive, despite the difficult winter season.Manufacturers presented a lot of novelties at the trade fair and trade visitors werevery interested in the new trends, products and collections."

Record ispo visitor levels

Talking ShopRobert McLaren,Arnold’s Leisure,West Ealing, London

RETAIL INTERVIEW

Robert McLaren runs Arnold’s Leisurewith one full-time and one part-timemember of staff. A family-runbusiness, Robert joins his mother andfather in the shop, which stocks bothsports and camping gear.

Why did you decide to get into sportsretailing?I joined the family business about fouryears ago. I had been working as afreelance computer consultant and thework had dried up, so to earn extra cash Ihelped in the family shop on a Sunday,which allowed me to continue to play mysport.

I found that my apprehensions aboutthe retail business were unfounded andthat I actually loved it. So as the last ofmy family's seven children to work in theshop, I was the only one that joined full-time. I run the shop floor and my fathersits in the office reading his newspaper.My mother also works four days a weekand we employ students on theweekends.

How would you describe yourbusiness in terms of stock and sectors,and how has trade been?We have an unusual shop in that westock both sports and camping - myfather believes that we are unique. Isuppose we specialise in the fitness sideof the sporting trade, although we are aconventional general sports store. Indoor

gym equipment and boxing are two ofour major sectors. Though for us, as formost retailers, trade has been poor overthe last year or so.

What’s your area like for sports retail?How do you compete?We don't really have any localcompetitors as we try not to sellsimilar products to the multiples.Most of the independents in Londonno longer exist.

How do you think independentscould improve?I doubt if I could possibly give adviceto any independent, as if they are stilltrading then they must be doing

something right and good luck to themall. What I would say is how great it isbeing a member of Allied Partners,because their information andexpertise from all the different sectorsof sport is, I believe, second to none.

Are there any current or futuremarketing strategies you can talkabout?Through Allied Partners we haveintroduced a loyalty card scheme. It'sstill in its infancy but, so far, it seemspromising both to us and the other

members that have chosen to participate.Again through the group, we are

considering setting up our own websitethat will allow us to receive suppliers'deals and offers in the most timelyfashion. Having our own warehouse, inShepton Mallett, means we are ideallyplaced to attract excellent clearanceoffers with a central delivery, which isvery attractive to a supplier that alsowants guaranteed payment and one drop.

How do you find out about newproducts? Are you a member of anybuying groups? In the past we've been members of bothIntersport and STAG. We are nowfortunate to be a member of the AlliedPartners buying group, where we havea wealth of experience from a greatbunch of lads and lasses. We hold anumber of shows a year to see themajor products, and an annual show inBournemouth for new business.

How do you keep customers comingback?We pride ourselves in our stock, ourservice and our knowledge and hopethat at least one of them will entice ourcustomers back. We are basically adestination shop, and this is becomingmore prominent as our high street islosing more and more business.

The local Marks and Spencer,which my father says was a flagshipstore, left the high street a few yearsback and there has been a steady declineever since.

What do you believe is the biggestbarrier to doing business?Internet trading has been damaging, butI believe the supermarket superstoresare killing high street shopping.

Do you have an internet arm? We do not trade on the internet. Moreand more of our suppliers are treating itwith suspicion, as it is prone to suchheavy discounting. We shall use theinternet more if the proposed AP websitebears fruit. The group uses email tocommunicate with each other. A hugesaving of time and money.

What do you like most and leastabout the business?Customers. I believe that answers bothquestions. si

“We have an unusual shop in that westock both sports and camping”


PRODUCT ROUND-UP

Kit StopEssential stock for your shop

Westbeach Spring Speed Racer jacketWestbeach has launched a spring season version of its

popular Winter Speed Racer jacket, only this time made

with a warm weather twist.

Coming in classic black and white stripes, as

well as seagull grey/smokey grey, white/seaweed,

chocolate/curry, sea breeze/chocolate and heli

red/black, the Speed Racer has an inside music

pocket, chin guard, grommet venting and a

durable water repellent finish, as well as a stuffable

left pocket.

Westbeach: www.westbeach.com

12 SPORTS INSIGHT

www.sportindustry.biz

GNG SportSport attracts big brands due to its healthy image andvast marketing potential.

Branding helps you ‘fence off’ your customers fromthe competition and protect your market share whilebuilding ‘mind share’. Once you have mind share, yourcustomers will automatically think of you first when theythink of your product category.

GNG Sport is the UK’s leading manufacturer ofbranded rugby training equipment and post protectors.Want your name across it? Call Neal Spencer on01924 418935 or email [email protected]


The next generation of trainingEquipment From GNG Sport

“Want your name across it”

Tee it up with PrideFollowing the successful launch of the Professional Tee System (PTS) in 2006,Pride Golf Tee Company has introduced ‘Retail’ and ‘Green Grass’ bags of teesto suit all store sizes.

The Professional Tee System was created specifically to help golfersoptimise their performance on the tee. With four different lengths of teesavailable, PTS is designed to cater for the different sized drivers on the markettoday.

Suddenly, traditional 2 1/8" tees, the staple for the last 100 years, provedto be too short for some modern drivers. As a result, Pride introduced three

longer tees, the ProLength 2 3/4", ProLength Plus 3 1/4" and Pro Length Max,to cope with growing demand.

Pride’s latest assortment is introduced at a time when sales of oversize golftees are increasing steadily. In fact, sales of long tees grew more than 100 percent at Pride in both 2005 and 2006, and are expected to grow by another100 per cent by the end of 2007. The idea couldn't be simpler - each tee iscolour coded to correlate with the growing list of today’s modern drivers. For more information on Pride Tees visit www.pridesports.com orcontact Sharon Smith on 01827 565 44 [email protected]

14 SPORTS INSIGHT

PRODUCT ROUND-UP

Kit StopEssential stock for your shop

Zoggs makes you the Predator, not the preypred·a·tor1 - An organism that lives by preying on other organisms.2 - One that victimises, plunders, or destroys, especially for one's own gain.mask [mask, mahsk] –noun1 - a covering for all or part of the face, worn to conceal one's identity.

Leading Australian swimming brand Zoggs is turning swimmers into aquatichunters with the launch of its new Predator Mask, the latest in goggle functionand design. Featuring a number of Zoggs innovations, this latest larger profilemask is the perfect choice for fans of swimming, triathlon and watersports; agenuine stroke forward in goggle technology.

Zoggs has long been at the forefront of swimming equipment innovationas one of the first manufacturers to feature UV-protective lenses in its goggles.The Predator Mask goes a step further. The key feature is Zoggs’ CLT™ -Curved Lens Technology - which provides exceptionally wide peripheral vision.Thanks to its larger profile mask, it doesn’t matter whether you’re poweringthrough the open water in a triathlon or skating the waves on a water-ski;you’ll always be able to survey all around you without obstruction.

A Bio-Tech™ one-piece frame offers superb styling, its Fogbuster™-impregnated anti-fog lenses keep visibility perfect at all times and the 100 percent silicone gasket and double-feather silicone strap ensures a snug yet secureand comfortable fit. Available in two cool colourways - steely grey and cool blue- the Predator Mask is designed to be put through itspaces and keep you in the hunt at the front of the pack.

Phone the sales team on 01276 489 089 or [email protected] for further information.



Sports Insight Buyers’ Guide 2007/8Book NOW and get a 10% early booking discount

Strapless ECG accurateheart rate monitoringtechnologyS-Pulse is Smarthealth’spatented heart ratesensing technologydesigned to measurethe electrical signalson your skin in thesame manner thatan ECG orelectrocardiogramdoes.

While theSmarthealth HeartRate Watch attachesto your wrist like anyother watch, it doesnot measure or senseyour pulse at your wrist.It instead uses S-Pulsepatented technology tosense your heart rate bymeasuring your ECG signal.

The ECG monitoring is done when you place your fingersfrom one hand onto the two top sensors of the watchattached to your opposite wrist. This creates an electricalloop across your body that the watch can now read - freeyourself from the chest strap transmitter belt for just £39.99.Smarthealth is distributed in the UK by ASSIST CreativeResources Ltd. Tel: 01978 664743.Tel: 02392 823216.

Web: www.djmproducts.co.uk

EXEL Nordic Walking poles and accessoriesNordic Walking UK distributes original Finnish Nordic walking poles andaccessories by EXEL.

Nordic Walking UK is the leading authority on Nordic walking in thiscountry and is responsible for the development of the sport nationally.Nordic Walking UK has trained over 260 instructors and all NordicWalking UK instructors use EXEL Nordic walking equipment.

Nordic Walking UK supports the retailer through building direct linksbetween local instructor and outlet. Nordic Walking UK, with its partnerASICS, promotes www.nordicwalking.co.uk as the country’s leadingwebsite for information on instructors and classes and EXEL and ASICSNordic walking stockists.Nordic Walking UK: 020 8878 8108.

Superfeet Orange insoleSuperfeet’s new Orange insole (SRP £39.95) has been specifically designed forthe male foot when carrying out high impact and endurance activities.

The Orange maintains the company’s proven biomechanical function whilecombining the heel depth of the most shock-absorbent insole with the shape ofits most versatile insole.

In addition to the high-density foam and Agion antimicrobial treated topcover, the Orange also features a new forefoot shock pad.Anatom: 0131 2212200. Email: [email protected]

Gill Sandford, Marketing Manager atNomis UK, talks us through theoffering.

Nomis is the new kid on the blockin the sportswear industry. Officiallylaunched in January 2006, in reality thecompany’s products have been in thedevelopment stage for many years.

Founder Simon Skirrow and NomisUK managing director AlistairWoodhead had previously workedtogether at adidas, and when Simonwanted to launch the Nomis Rugby andGolf glove ranges he promptly flewover from his Australian base, bringingthe range of gloves and a bag of bootswith him.

Alistair introduced Simon to MikeFisher, now Nomis UK chairman, andalthough the gloves tempted, the bootswere a knockout.

As Mike says: “The boots weregreat looking, very cool with adistinctive new feel about them, and Iimmediately wanted to be part of whatI knew would be a fantastic business.We all felt the same - that we werelooking at the future of an innovative,fresh look at what had become aslightly stale market area in sportswear.

“The next step was to take theboots to Intersport, within 60 stores inthe UK. Since then the rise in sales hasbeen phenomenal, combining sales ofboots and gloves to the rugby andfootball markets.”

Key features and benefitsNomis’ goal is to create the mostcomfortable products possible, and withthe new Control Technology applied tothe leathers, and most recently thenomud technology applied to theoutsoles of boots, wearers are givenmore control in all conditions.

The brand provides uniqueexperience and understanding ofits market, therefore producingan unrivalled product withconfidence. The range allowsretailers to choose from a

highproduct end

through tothe kid’s

arena, with notake down in

materials and comfort.All products are packaged in a

ready-to-use shoe bag complete withextra studs, insoles, laces and, in theInstinct and Flare ranges, a boostercloth for cleaning.

Why have the products soldso well?

The Nomis Glove boot range hasbeen the best-selling boot since enteringthe market. It has a full one-piecekangaroo leather upper that’sfantastically comfortable and the WetTechnology is obvious and very easy todemonstrate in-store.

Retailers are able to demonstratethe comfort, stability and performancevery quickly to the consumer. Itoutperforms other competitors in-storeand the retailer enjoys selling the Glovebecause they can make a better marginon this product than its competitors.

The 3/4 finger rugby glove is alsoselling extremely well and the brightorange colour is becoming synonymouswith the high quality delivered by allNomis products. It is now the mostpopular glove in the GuinnessPremiership.

Who are they aimed at?The range is developing fast intodifferent arenas, both indoor andoutdoor sports, from grassroots to thePremiership. The range is designed forall levels at broad market prices.

The latest campaign sees thelaunch of the ‘Force’ rugby boot,designed featuring thicker leather and atoe-cap for added protection.

Nomis is the only brand to developa specifically designed range offootball boots for women,combining newcolourways with aredesigned heel andankle counter. Theboot has alreadymadeheadway,with a

number of the England team choosingto wear the Spark and Glove range.

How are they marketed?The marketing is very much product ledand demand is increasing rapidly.Sponsorship endorsements with highprofile players deliver the ‘Nomis awarerevolution’ every time they play. Theavailability of players for promotionalcampaigns for our retailers throughoutthe UK is in progress.

We have a very dynamic websiteteam, constantly working to developbrand awareness and keep retailers up todate with the latest in design technology.Regular advertising in specialistsportswear magazines and newspaperarticles is a key area, while branchinginto new territory such as cycling andsailing enables the brand name to reachdifferent areas.

The company is expanding rapidlyand has appointed a new MarketingManager, a Northern Sales Manager anda new distribution network withRugbytech.

What is the most effectiveway retailers can marketthe range?Marketing avenues are available to theretailer through many arenas, workingclosely with the Nomis brand, keepingabreast of what’s new and feeding offthe product range.

A product’s brochure, windowdisplays, POS materials and the latestfreestanding units, complete with glovesand boot holders in the distinctiveNomis orange and black, are available toall retailers.A constant team of sales managers areon hand to offer advice, discuss productsand develop an important workingrelationship with their own network ofretailers.

16 SPORTS INSIGHT

Nomis product rangeWhat’s Hot

PRODUCT FOCUS

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trainingJ U S T A D D B L O O D , S W E A T & T E A R S

As endorsed by Graham TaylorEngland Manager 1995-1997

a collection of training aids, clothing andequipment for the serious athletein athletics, basketball, boxing, cricket, football, hockey, netball, rugby, tennis, volley ball

Reydon Sports, Unit 17, Easter Park,Lenton Lane, Nottingham, NG7 2PX

Call us now on 0115 900 2340 Fax: 0115 900 2341 www.reydonsports.com

60 SECONDS INTERVIEW

18 SPORTS INSIGHT

awareness quickly. The creative had to be different tostand out from the crowd. This was certainly achievedand has been a major contributory factor to the highlysuccessful introduction of the Skins brand into the UK.

How does a retailer go about becoming a Skinsstockist?To want to stock and sell the best. We have targeted theleading independents nationwide, and in particular the'specialist' outlet type. This is on the premise that theretailer, and members of staff, needs to understand thetechnical attributes of the product so that they are able toeffectively communicate the features and benefits of theSkins products to potential purchasers.

In this context, we attach a particularly high level ofimportance to staff training. Basically, we're keen todevelop a partnership with like-minded retailers whohave the desire to work with a premium product/brand.

What marketing/POS support do you offer retailers? We will continue to market the brandaggressively via a combination ofconsumer advertising, in-store displayunits, hanging banners, posters,consumer literature, public relationsand sports marketing activities.

How have sales been in the last 12 months?Amazing - consumer demand and the sell-through ratehas exceeded all expectation levels.

Who are Skins aimed at? Active participants in all individual and team sports (bothgenders) who are seeking to enhance performance levels.The product is not exclusive to the 'elitist', on thecontrary, and this reflects the growing awareness of thecompression product category at all levels.

What are the benefits of wearing them? The principal benefits include reduced muscle fatigue andsoreness and faster recovery post-activity. Hence theSkins mantra: 'Train harder, play longer, recover faster'.

Can you tell us about the R&D that's gone into Skins?The Skins product was launched in Australia in 2003,after four years of intensive research. The key challengewas to define the correct fabric mix and construction,relative to the gradient compression levels that had to beincorporated into the finished product.

This was ultimately achieved and the gradientcompression aspect remains unique and synonymous toSkins products.

You don't pay sports stars to wear your products.Why is that? We have a unique product proposition which isrecognised by physiotherapists andfitness/conditioning coaches as being the ultimatecompression/therapeutic garment available.Subsequently, we are approached by individualplayers and teams who are prepared to purchaseSkins products independently.

Your award-winning advertising campaignsare certainly different. How did you come upwith the concept? The creative was developed in Australia withthe principal objective of building brand

SecondsDavid Ling, general manager of Skinsfor the UK and Europe

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Train Harder Play Longer Recover Faster

BioAcceleration TechnologyTM

What are Skins™?

Skins™ are ground breaking,

body-moulded, gradient compression

performance equipment for active people.

Whether training or competing, Skins™

enable you to perform at a higher rate

for longer and recover faster.

Who’s wearing Skins™?

Skins™ are worn by the who’s who

of domestic and international sport.

You’ll fi nd a full list as well as more

information at skins.net

How do Skins™ work?

The secret is in the revolutionary BioAcceleration

Technology™. Developed by leading sports

physicians, it combines gradient compression

to reduce lactic acid build-up and enhance

circulation, key muscle wrapping to focus muscle

power and body temperature optimisation to

keep you comfortable in warm or cool conditions.

Skins™ is the only gradient compression

equipment that uses your Body Mass Index

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Whether you’re an elite athlete, or a weekend warrior, Skins™ provide immediate results and help you perform at your best.

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Enhanced circulation from engineered gradient compression assists in reducing lactic acid build-up

A precision fi t based on your body mass index (BMI) algorithm

To focus muscle power and dramatically reduce muscle vibration

Antibacterial and antimicrobial treatments discourage growth ofbacteria and help prevent odour

Optimises your body temperature in warm or cool conditions

SPF 50+

Moisture management wicking draws moisture away from your skin keeping you dry

FSPA updateThe latest news from ispo winter, the annual British Golf Industry Association golf competition and BASES

FSPA MEMBER NEWS

Golf industry day More than 20 teams from the golfindustry are expected to be teeing upon Woburn Golf & Country Club’sfamous Duke’s Course for the annualBritish Golf Industry Association golfcompetition, which raises funds forthe Golf Foundation.

Woburn’s inspiring venue shouldbe a strong draw for the industry tobook teams for the event, which isheld on April 17. The golf day, whichis preceded by a gala dinner andcharity auction the day before,provides an excellent opportunity formany influential people in the golfworld to meet and catch up with oldfriends.

Attendees at the gala dinner willhear an after-dinner speech by golffanatic PY Gerbeau, formerly chiefexecutive of the Millennium Domeand now chief executive of X-Leisure.

The golf day moves back toWoburn, the venue for the 2003/4events, after two happy years atFrilford Heath. Competitors willenjoy a team stableford competitionon the Duke’s Course, a selection ofspecial prize challenges during theirround and a prize-giving lunch.

Last year, through the efforts ofthe BGIA and its members, £19,000was raised for the Golf Foundation’sgrass roots junior golf initiatives.

Future looks bright forBASESThe British Association of SpectatorSeating Equipment Suppliers held ameeting in February with a view toincreasing membership of theassociation in 2007 and beyond.

The meeting served as anintroduction for current and potentialmembers and gave the association anopportunity to sell itself toprospective member companies, aswell as gain valuable insight into theiropinions of BASES and what theyexpect from a trade association.

The overwhelming opinion wasthat it was a very positive meetingand BASES has the potential to be astrong force in the industry. The firstmajor project of the increased BASESmembership in 2007 will be theupdating of the ‘BASES blue guide’,which contains recommendations forthe specification and use of differenttypes of seating. This document isoften the first port of call in a projectand is seen as an invaluable source ofinformation for both architects andcompanies alike.For more information on BASESemail [email protected] si

20 SPORTS INSIGHT

and the show was enjoyable and wellworthwhile. Premier Sock Tape lookforward to the support of both theFSPA and UKTI in the near future.”

The exhibitors in the Britishgroup, and those who applied for agrant through the FSPA, were amonga total of 1,970 exhibitors whodisplayed their products in 180,000square metres throughout 17 halls.

The FSPA also helped obtaingrants for British companies for whomthe UK Pavilion was unavoidablysituated in the wrong part of the show.One such company was SkiWeb.

Says the company’s Sian Brooks:“ispo has helped us expand andbrought us customers from all overEurope, Australia and even Japan bygiving us, a small company fromWales, the opportunity to show ourproducts to a very wide audience.

“The FSPA helped us getorganised and gave us support beforeand during the show. Knowingsomeone is available throughout theshow for whatever concerns we hadwas a great support and gave us moreconfidence in what is an extremelylarge and competitive exhibition.”

Overall, there was a tremendousresponse to the British companies andtheir stands were busy throughout thefour-day show. With the ongoingsupport of UKTI and the increasingsize and success of the show, theFSPA will be looking to expand theUK Pavilion for next year’s event.

The Federation of Sports and PlayAssociations took a number ofcompanies to form a UK Pavilion atispo winter, which attracted arecord 64,000 trade visitors andprovided an unrivalled opportunityfor British companies to source newcontacts and contracts worldwide.

Steve Barratt, managing directorof Premier Sock Tape, had this tosay: “As it was our first ispo show, wewere left amazed at the response tothe products. We will be following upthe opportunities opened in at least 10European and worldwide countries.

“The support of the FSPA wasexcellent, both before and during theshow. They made the wholeexperience as easy for us as possible

For more information call 01926 816177 or visit www.gaiam.co.uk

2557 © Gaiam Ltd, E & OE. 02/07

With fi tness boot camps fast growing in popularity in the UK, Billy Blanks’ BootCamp and Tae Bo fi tness systems are set to take the UK by storm!

Billy Blanks, seven-time World Martial Arts Champion and creator of

Tae Bo has developed two systems to be launched by trusted brand Gaiam

that promise to provide an energetic, fun and ultimate total body workout.

NEWto the

UK!THE FITNESS TRAINING THAT’S SHAPING AMERICA

Billy’s BootCampTaken from Billy’s experience of real basic training

exercises with the US military, this energetic, fat-

busting and muscle-sculpting regime combines Tae Bo

kickboxing with fat-burning cardio and muscle-toning

callisthenics, all set to upbeat music.

Includes:

• 3 x workout DVDs

• Billy Bands – BootCamp’s secret weapon!

• 7-day Success Plan – low-carb eating guide

Billy’s Tae Bo Contact CompeteAs the creator of Tae Bo, Billy combines martial arts

moves, boxing and dance to provide a motivational, fun

and effective, all over workout.

Includes:

• 2 x workout DVDs

• Upright speed bag – to help tone and

strengthen the body

Strong media advertising and PR campaigns are scheduled to launch this range from Billy Blanks.

ispo - inspiredA new summer concept, a partnership with the STAG

buying group, steadily increasing numbers. ispo had all the incentives for energising retail thinking, says Lauren Fox

ISPO REVIEW

It was only a matter of time beforethe trade caught up with ispo. Orrather, caught on to what thisamazing showcase of sport is allabout. In recent years ispo has beenevolving dynamically, moving indirections that match the modernsports market.

Firstly introducing separate sportscommunities and then driving theseinitiatives forward with concepts thatbenefit both exhibitor and visitor alike.Seedbed starter opportunities,discussion forums and the addition offeatures that match the mood and themovement in kit production, such aswearable technologies.

ispo is focussed, functional and,equally important, a style statement -which is what the new summer showwill be all about. ispo Sport and Style.Acknowledging the fact that theboundaries between fashion andfunction have blurred and having a coolfactor makes you pretty hot property.

New partnershipFor those who think this has no bearingon the core sports trade, there are thosewho would beg to differ. This FebruarySTAG took a party of retail members toMunich, having recently formed a newworking partnership with ispo - STAGbeing the first UK buying group to doso, even providing a hospitality area forUK visitors.

Sports Insight chatted to the STAGretailers on attending ispo. Some hadnever visited the show before, some hadstopped attending. They all found itquite an eye-opener.

Gary Hillard of Doug HillardSports, Bristol had never attended ispobefore and although the winter showdid not particularly reflect his buyingarea, he was nothing but enthusiastic.

“I was stunned by the immense sizeof the show and although there wereonly a couple of halls that had directlyrelevant product, the whole thing wasgenerally interesting in terms of ideas,”he says. “We have just installed a newshowroom so it was really useful, plusit was great to be with other STAGmembers and be able to exchangethoughts and get varied opinion onthings. I am definitely going to lookagain in the summer and more peopleshould do the same.”

Terry and Trudy Ferbrache ofFletchersports had very specific reasonsfor finding ispo a great commercialopportunity. Based in Guernsey, theyhave real problems getting to view whatis new and upcoming in the trade as itis difficult for brands to present to themand even more so since airline baggagerestrictions were introduced.

Consequently, they make various

22 SPORTS INSIGHT


buying trips to the UK. According toTrudy Ferbrache: “The show was verygood indeed. Even though we are not awinter sport company, there was plentyof other product to see. We made newcontacts and found products we wouldnot have known about in the UK.

“Munich is cost-effective to get toand great to visit, everything issuperbly organised at the show, standsare merchandised well, very much likeshops. What would be fantastic wouldbe if more UK agents or distributorswere available on stands to dobusiness with.”

STAG joint managing directors,Ward Robertson and Ricky Chandler,were in agreement over the value ofispo for the UK market. Chandler hadattended the show several yearspreviously and like many had expectedto see a domestic German sports showwith a fairly traditional footprint.

Showcase“What really stood out was theconceptualisation of the whole thing,”he says. “Not just hall after hall ofbrands, but creatively planned in away to showcase everything and tomove traffic round the show so thatpeople were given a wider view ofthe industry.”

Chandler was equally positiveabout the need for UK retailers toattend ispo: “People have simplystopped bothering to travel, but theyneed to. ispo is busy and full of ideas,what’s more, it is now great value formoney to attend. We came withspecific appointments and found plentyof UK-relevant exhibitors and visitorsto talk to and the whole show left ourgroup energised and enthusiastic.

“The organisation is outstandingand the people running the show arewilling to listen and embrace ideas. Itwas a great reflection of the way theindustry has been developing, with acore focus alongside a fashion-ledinfluence. Hi-Tec, for example, wereable to display their outdoor andsoccer collections and showcase theirnew Jodie Kidd sport and lifestylerange in ispovision, both in relevantshow sectors.”

Robertson had never attended ispopreviously and was not only impressedby the structure of the show and thevolume of brands on display, butequally by the commercial inspirationto be gained.

He says: “If you make your livingin this industry, you need your head

examined if you don’t attend ispo.The ideas available on how toimprove your business alone wereworth the trip tenfold. UK industryprofessionals are missing a hugechance to learn new ideas, see newways of merchandising, spot new

trends and network with like-mindedindividuals. The show is really, reallyimportant if they are at all progressivein their thinking.”

Ricky Chandler certainly got toexperience the increasing relevance ofmixing sport and style, taking in theGQ Sport Style Award, complete withburlesque show by Dita Von Teese,and packed with industry leaders andthe media. This, after an appointment-packed day at the show that includedan introduction to ispo’s ‘ShopSummit’, an interactive area where

LEFT: STAG took aparty of retailmembers to Munich,having recently formeda working partnershipwith ispo

“The show is really, really important if theyare at all progressive in their thinking”

BRAND NEWS

Hi-Tec JK Golf and lifestyle Jodie Kidd’s first product collectionfor the brand has proved beyonddoubt that this was a smart sportand style association.

Kidd’s design input is totallyreal, not just a ‘signature’collection. Talking exclusively toSports Insight, Kidd explained thethought behind the outstandingnew JK lifestyle range: “Thecollection features ‘squash’ and‘spike’, based on Hi-Tec’s sportingheritage. The brand is fantastic towork with, thoroughly creative andopen to any necessarydevelopments to make sure theproduct really works as it should.”

The blend of Hi-Tec footwearexpertise and Kidd’s fashion edgeis already capturing the attentionof the likes of Top Shop, which isupping its sporty involvement.

Adidas entersboxing arenaThose famousthree stripes will nowpack even more of a punch, followingthe ispo launch of a full range of boxingequipment carefully developed over thelast couple of years to include enrichedtechnologies that will provide optimalcomfort and security for boxers.

The range is launched in associationwith Double D (licensed worldwidedistributor for adidas combat sportsproducts) and distributed in the UK byAVA Sports (01234 268 060).

Asics makes statementAlso speaking out at ispo was Asics,with the launch of its pan-Europeancampaign aimed at positioning thebrand as a complete sporting goodsoutfitter alongside its number-onerunning brand reputation.

At the heart of the campaign is‘Block Party’, a 45-second televisioncommercial produced in London.Alongside this, a new ‘Cube Design’corporate identity was also revealed.

Asics also announced its first-everglobal brand slogan - ‘Sound mind,sound body’ - a translation of the Latinwords forming the name Asics.

See the commercial atwww.asicseurope.com/soundmindsoundbody

experts offer free practical advice oneverything retail-oriented.

ispo will be exhibiting at the STAGshow this November. Says Chandler: “Ithink it is fantastic that they want tocome and experience first-hand the wayour UK market does business. I don’tthink we will be able to match theburlesque show, but they are still goingto find it all quite an eye opener!” si

Welcome to the new researchpages presented by The NPDGroup.

Over the next year The NPDGroup will share insight in thesports footwear and apparel markets,providing analysis extracted from itsconsumer tracking surveys plus newpoint-of-sale monitor.

Price deflation, a fashion-oriented market, retailer acquisitionsand expansion - these are just a fewof the key factors that havecontributed towards mixed news inthe Great Britain sportswear marketin 2006.

RetailRetailing took a small step forward in2006, with retailers taking stridestowards substantiating their point ofdifference. JD confirmed itsdifferential to the consumer - stillsports but focusing on sport forfashion. JJB Sports looked to attracta different consumer to Sports World.Mike Ashley’s empire on one handdrove its own prices down, whilst onthe other took out the middle tier ofsmall chain sports retailers, includingGilesports, Hargreaves and, morerecently, Streetwise Sports.

This level of activity is likely toreduce in the short term, whilst focusis shifted to management of the newlyfloated Sports Direct International.

Let’s not forget the importance ofthe independents, specialists andsmaller chains. Having to compete forconsumer business, the small retailercan’t compete on price yet continuesto carve out a relatively strongbusiness. They will continue to be thefocus for manufacturers aiming todifferentiate, spread risk and lessendependency on the high street chains.

So what does this all look like interms of figures? The sports appareland footwear market combinedregistered £4.3 billion in 2006,accounting for just under 300 millionunits, as detailed in Fig 1.

And it’s definitely not all doomand gloom. These latest annualfigures from The NPD Group indicatea positive one per cent gain in moneyspent on sportswear (footwear andapparel combined). Furthermore, afive per cent increase in the numberof units purchased was reported in2006, compared to 2005.Discounting

ABOVE:The replica marketincreased by 22 percent last year

ABOVE:The sports footwear market registered £1.4 billion insales and 56 million pairs

SPORTSWEAR MARKET ROUND-UP

24 SPORTS INSIGHT

Mixed newsPrice deflation, a fashion-oriented market, retailer acquisitionsand expansion - just a few of the key factors that havecontributed towards the Great Britain sportswear market in 2006

AT RETAIL■ JD confirmed it’s still sports-oriented, but with a focus on sportfor fashion■ JJB Sports looked to attract adifferent consumer to Sports World.■ Sports World took out the middletier of small chain sports retailers,including Gilesports, Hargreaves andStreetwise Sports.

BELOW:Puma has benefited fromthe trend towards sport-inspired leisure footwear.Can the likes of K-Swissand Lacoste do the same?

Certain trends emerged over the pastyear, including an increase in own labelat low prices, plus a shift in productstyles from high-priced technicalproducts being marketed and sold forfashion use to lower-priced sport-inspired sports leisure footwear.

As Puma did two to three yearsago, K-Swiss and Lacoste arecertainly the brands benefitingfrom this trend in the presentclimate.

But with the shift offashion from high price tolower-priced products, plusthe increased amount ofproduct sold at reduced price,the sports footwear market, notsurprisingly, saw a decline in moneyspent.

Predictions for 2007? Will we seean introduction of more premiumproduct offerings in an attemptto counteract price deflation?Will the focus shift awayfrom sports leisure totechnical products onceagain? Or will there be asurge in own label low-pricedgoods to get the consumersthrough the door?

However, in both apparel and footwear itis interesting to note the continuing trendof discounting. The discounting of

products is playing an increasingrole in today’s sporting goodsmarket. Arguably led by the larger

retailers, discounting is howeverregistered across the board -from the larger chains and mail

order, todepartmentstores and the

smaller sportsgoods stores.

It is a trend thatsaw 60 per cent of

sports footwear and56 per cent of sports

apparel items beingsold at reduced price in

2006. Compared with 2003(see Fig 2), reduced priced items

are increasing significantly year on year- 52 per cent of footwear and 46 per centof apparel was purchased at reducedprice in 2003.

ApparelSports apparel held the total sportswearmarket up, increasing by five per centyear on year in value and seven per centin volume driven through replica. It willcome as no surprise to see the replicamarket increase by 22 per cent, mostlythanks to sales of the England footballshirt following the World Cup.

That said, non-replica sports apparelalso increased sales - in both value andunits - in 2006, largely thanks to sales ofmen’s and children’s products.

FootwearIn 2006 the sports footwear marketdecreased five per cent in value and threeper cent in volume, registering £1.4billion sales and 56 million pairs. Withsports footwear, price has increasinglybecome a tool for gaining competitiveadvantage.


AT A GLANCE■ The sports apparel and footwear market was worth £4.3billion in 2006, accounting for just under 300 million units■ There was a one per cent gain in money spent onsportswear (footwear and apparel combined)■ 60 per cent of sports footwear and 56 per cent of sportsapparel items were sold at reduced prices in 2006■ Sports apparel increased by five per cent year on year invalue and seven per cent in volume driven through replica ■ The replica market increased by 22 per cent■ The sports footwear market decreased five per cent invalue and three per cent in volume

The NPD Group: 01932 355580. www.npd.com

si

all stock and inventory activities. “Ithink that retailers are certainly awarethat they need good stock control,”says René Vicente de Sousa, SeniorProcurement Specialist of theProfessional Practice Team at theChartered Institute of Purchasing &Supply.

“Smaller retailers also only seepart of the retail chain and know howtheir own stock control fits into this asa whole. Their customer is drivingtheir stock holding, so they quiterightly focus on this element of thestock process, but often they won’tlook back down the chain to theirsuppliers. This may simply be becausethey don’t have the resources orexpertise to do that.”

Looking at the whole supplychain that delivers the stock itemsyou’ve ordered will pay dividends, astaking an interest in how you fit intothis chain will enable you to see andreact to problems as they arise.Popular items will clearly be indemand, so any steps you can takeearly to secure your stock supply willbe reflected in your takings.

Popular stock items that are areaction to a trend or successfulmarketing campaign only form part ofyour overall stock offering. It’s alsoimportant to ensure that you haveyour annual best-sellers available as

well. Talk to your suppliers and tryand understand how you fit into thechain and, more importantly, whatyou can do to improve the supplychain to benefit your business.

Technology has clearly had a bigimpact on inventory control. Thehumble barcode can trace itsancestry back to 1948 and is still anexcellent means of tracking stock.With today’s EPOS tills able togather a myriad of data about a sale,ensuring you are set up to make themost of this information makescommercial sense.

Says Chris Barling, CEO ofActinic, an ecommerce softwarespecialist: "Up-to-date informationmeans you can reduce stock levels bystreamlining your purchasing,automatically generating orders forthe products you really need.

“Some retailers have experiencedstock reductions of up to 30 per centfollowing the installation of an EPOSsystem. Even for small retailers, thevalue of the stock released could payfor an EPOS installation on its own.It’s worth doing the sums.

“The stock data can also be usedto increase profitability. Byidentifying slow and fast-movingitems and pricing them accordingly,you can trim your prices to make thebest of prevailing trading conditions.For instance, if an item is flying offthe shelves, then adding a few penceto the price may be a shrewd move.At the same time, slower-movingitems may be overpriced and you canadjust them accordingly."

In the online retail space, stockcontrol has become something of afine art. The most successful online players have honed theirinventory skills to enable them tooffer a vast array of merchandise atcompetitive prices.

For the smaller business, it’s stillpossible to use the interneteffectively to give a more integratedapproach to stock control. Try andlook at your online and offlinebusinesses as facets of the sameenterprise. Look for economies ofscale, but also look for lines thathave a different sale profile.

The high street shopper doesbehave differently than your onlinecustomers. You may have to developsome separate inventory techniquesto support these different channels,but you’ll also be able to spotsimilarities you can exploit with thestock you hold.

STOCK CONTROL

Do you have a clear idea of howmuch stock your business iscurrently holding? Do you knowwhat your most popular lines are?Or how about which items havebeen returned with few or no sales?

These are fundamental questionsthat all successful retail businesses cananswer accurately. The key togenerating these figures, which in turnenable you to reduce costs andimprove margin, is good stock control.

Whether you trade in the highstreet, online or a combination ofboth, knowing your stock position is abusiness necessity. Larger stores areadopting electronic stock control inever-increasing numbers as theyperfect ‘just in time’ stocking practice.

ProfitabilityWith RFID providing infinitely morefeatures that all retailers can utilise,the everyday stock take is becoming areality. For smaller retailers who havelimited merchandising space, it’s evenmore important to get your stocklevels correct. Couple this with adetailed knowledge of your market,what lines your customers want andwhen they want them can provide youwith the tools to vastly improve yourstore’s profitability.

For the high street retailer, havingthe right merchandise should govern

In controlHandling your store’s inventory efficiently isgood business practice, says Dave Howell

26 SPORTS INSIGHT

ABOVE:Knowing your stockposition is a businessnecessity

now being used on individual items.Initially, at the item level this will applyto high-value goods. The vast majorityof retailers won’t be early adopters, butwhat they can offer is more agility and

flexibility with the stock that they hold. “If the store’s owner knows their

customers, they can ensure they havestock of those lines when they needthem. RFID can certainly help to ensurethat the correct stock arrives in store ontime to meet the demand. Ultimately, ifthe item isn’t on the shelf, that could bea lost sale.”

The near future will see theintroduction of Near FieldCommunication, a consumer-focusedtechnology similar to RFID that can beaccessed via a mobile phone. Thismeans that customers will be able toread an RFID tag as well. This will givethem more information, such as whereand how the product was made and whatits operating conditions are, for instance.

What we will soon see is that RFIDcan also be used as a sales technique.

Gathering the raw data that you canbase your stock control on is clearly animportant first step. You may alreadydo this via your EPOS-enabled devicesthat use barcodes to track each item as

they move into your store and then outwhen a sale is made.

RFIDOne technology that you will certainlybe coming into contact with moreregularly is RFID (Radio FrequencyIdentification). This is, in fact, not anew technology as it dates back to thelate 1960s. RFID is really an umbrellaterm that covers any system that usesradio waves as a means of identifyinggoods that have been suitably tagged.

The technology has now beenperfected and is coming down in price.The wholesale use of the technology isa few years off yet, but it’s coming toyour store soon.

Says Kevin Kelly, MarketingManager at the RFID Centre, anindependent information anddemonstration visitor centre: “Thetypical small business has short runs oftime-specific goods such as sportsshirts that change often. But alsoshrinkage is part of the inventory stockcontrol process.

“The issue for high street stores atthe moment is that they are not keepinglarge amounts of stock over longperiods. All of their stock is, in effect,out in the store. Centralised warehousesnow supply straight to rack. And toensure you have your replenishmentlevels correct, RFID can help with that.

“I think that for a store of 10,000square feet and over, RFID can be areal benefit and be cost-effective. Withsay 3,000 stock items, they aren’t goingto know of any problems until the endof the month when they do the stocktake. This kind of technology canmanage complexity.”

Using this technology in yourbusiness could be closer than you think.As René Vicente de Sousa describes,with the supply chain increasinglymoving towards the universal adoptionof RFID at the merchandise level,retailers will find it hard to ignore thisburgeoning technology:

“If you look at the background toRFID, it was first applied to containersof merchandise and then pallets and is

With technology like the magicmirror(see http://tinyurl.com/34k2du), itbecomes not just a stock or inventorysystem, it becomes part of the saleschannel for the store, too.

With affordable stock controlsystems available to any size ofbusiness, there really is no excuse fornot being in full possession of yourstore’s stock position at any giventime. It’s important, though, to couplethis raw data with your own hard-woncustomer profiling and understandingof your local business.

Stock control is about more thansimply counting merchandise in yourstore, or warehouse if you tradeonline. It’s about matching yourbuying to the demand of yourcustomers. Try and integrate yourordering, stock control, point of saleand accounting procedures together.You’ll then have all the informationyou need to be confident that everyitem you stock will give a good returnon its cost.

“Some retailers have experienced stock reductions of up to 30 per centfollowing the installation of an EPOS system. Even for small retailers, thevalue of the stock released could pay for an EPOS installation on its own”

si


BELOW:Technology has had abig impact oninventory control

primarily, but times they are changingand this latest accomplishment does noend of good for the club and women’ssport in general.

“It has had a massive effect inraising our profile in other countriesand shows that English women’sfootball is well and truly on the rise,”explains White. “The club has beeninundated with interest for players frommany countries wanting to come andlearn from and play for Arsenal LFC.”

And that’s not the only interest.Women’s football is gaining popularityin bounds, with clubs, schools andassociations working across the countryto encourage young hopefuls byproviding training, academies andscholarships as well as opportunities inemployment and travel.

Since its creation in 1987 by VicAkers, the women’s current GeneralManager, Arsenal LFC has won 21major trophies, mirroring the force andstrength of the men’s team. This is aforce the club makes efforts to pass onto girls of all standards via soccerschools, where young hopefuls, fromfirst-timers to fanatics, can experience avariety of areas of the game.

ExperiencePart of White’s job is going to schoolsto encourage and provide girls with theexperience of playing football. “I oftendo sessions with up to 25 girls, whichwould have been unheard of when Iwas at school,” she reveals. “To see somany girls now who want to play isbrilliant and that they have a chance tomake up their own minds.”

This sporting philosophy is also

taken on board across the country aspart of the FA's Development Strategy,which includes “47 specific women'sand girls' Football DevelopmentOfficers working strategically to helpintroduce the playing opportunitiesrequired” and who are “dedicated todeveloping the links between clubs andschools”.

The appeal is definitely there, butpotentially it’s the media that holds themost accessible sources to attract moreof the public and provide information,including the airing of matches and theopportunity to watch the players.White hopes that getting to the UEFAWomen’s Cup Final will encouragemore promotion of the game. “Havingrole models was what helped me wantto take up sport, so hopefully this willhelp encourage other youngsters toplay sport in the future,” she says.

Steps are being made to showmore women’s football, withincreasing demand proving these aresteps worth taking. “The BBC hastaken a lead in covering the women’sFA Cup Final in the past and, morerecently, the dramatic game againstFrance, which saw England qualifyingfor the World Cup,” says AngeloEvangelou, Communications Officer atthe Womens Sports Foundation.

Slow it may be, but progress isprogress and a good attitude helps.During the Women’s UEFA 2005football championships, Sport Englandnoted a shift in culture in theappreciation of women’s football that“women can play too”.

Arsenal Ladies’ sponsor Nike ismore than impressed with the teamand its effect on the profile of women’sfootball, and some of the girls evenhave individual sponsorship. “Nike isone of the brands most associated with

WOMEN’S FOOTBALL

When we hear the name Arsenal, mostof us think Premiership football giantwith a manager and team to respect,possibly spurn, even fear, wherever yourpersonal allegiance may lie. So this mustbe Wenger, Henry, Ljungberg and co -right? Nah, take a closer look - there’smore to football than balls.

Making all the right moves thisseason, it’s women’s football PremiershipLeague leader Arsenal Ladies FootballClub that has been displaying some prettyimpressive play lately, culminating inbecoming the first British women’s teamto reach the UEFA Women’s Cup Final,when they will be competing for the titleagainst Sweden’s Umeå IK this spring.

TrebleNot only that, reaching the final is thecherry on top of the club’s 20-yearanniversary celebrations and could be thefirst success on the way to achieving a‘treble’ of sorts, with the league winlooking strong as well as some of theplayers going on to play for England inthe Women’s World Cup in China laterthis year.

“Every player wants to challengethemselves and play in the bigtournaments,” says Faye White, Arsenalcaptain and England defender. “We areall ready and raring to compete againsttop players from other countries; not onlydoes it improve you as a player, it helpsto really push the sport on and highlightsthat the standard of women's football isincreasing and up there with other topnations.”

It’s true the mere mention of aPremiership club will still lead most of usunwittingly to talk about the men’s teams

Ladies’ firstShooting to thrill, Arsenal Ladies are the first Brits to reachthe UEFA Women’s Cup Final. Francesca Twinn reports

28 SPORTS INSIGHT

girls under 15 played football in 2005-2006 and 140,000 girls and womenare now involved in regular affiliatedcompetition in the UK), we will beintroducing a new women’s-specificboot later this spring.”

Of course, the triumph herebelongs to Arsenal Ladies, who havefinally offered some testingcompetition in Europe. “Germany andSweden have been titans in women’sfootball for a long time now. Umeåhave signed International players fromBrazil, Finland, Sweden. They're big,physical athletes,” says Emma Byrne,Arsenal Ladies’ goalkeeper.

“I think the standard in England isimproving dramatically and we areslowly catching up. It's difficult forwomen's clubs to offer foreign playersattractive contracts with the lack offinancial support.”

The financial side couldn’t slip bywithout a mention, however. Byrnesays Arsenal FC has been a huge helpand the team is “very much viewed asunder the main umbrella of the club interms of support”.

“David Dein is our chairman,” shecontinues, “and he is fantasticbacking. We have a massiveadvantage over the smaller clubs asour name carries weight. Equally withthe male players' support, it helps toachieve coverage through provision ofsupportive quotes, their participationin promotional photo shoots ahead ofmatches.”

“Because the gaffer is their kitman, we have a close link with themen,” adds Byrne. “They're proud of

women’s football over the years,” saysCharlie Brooks, Nike UK Head ofCorporate Communications. “Like therecent women’s Euro championships,Arsenal’s achievement will only helpincrease media coverage and generalawareness and hopefully the upcomingWomen’s World Cup will help raise thisfurther.”

MediaDespite all this good cheer, there is stilla call for a massive increase in mediaattention, with an incredibly low five percent of daily average space dedicated towomen’s and girls’ sport, according tothe Womens SportsFoundation report ‘PlayingCatch-Up’.

“Women’s football isgenerally on the rise in theUK, but this needs to be complementedby the media interest in the game,” saysEvangelou. “Arsenal Ladies are on theverge of creating history and thereshould be enough interest from themedia to cover such an event.

“The UEFA Cup Final and theupcoming World Cup provide a greatpackage for any media broadcaster andhigh viewing figures for previousgames of similar stature show demand.What is needed is for the media to pickthis up and give the promotion andplatform both competitions deserve.”

Nike is aware of the input andcontinuing support necessary, and asprovider of Arsenal Ladies’ kit, it isconcentrating on more specialised gear.“From our point of view, we introducedwomen’s performance football productsa few years ago, but struggled to makethis work economically,” explainsBrooks.

“However, given the massivelyincreasing participation (1.7 million

our achievements and always wish uswell before big games. David Deinand Ken Friar were at our game andwere thrilled when we won. It's a nicefeeling to know the whole club isbehind you.”

And that includes the fans. SaysByrne: “At the big games we fillBoreham Wood - 4,000 people, Ithink. We get a mixture of men andwomen, generally families. The fansreally helped when we played againstBrondby in the semi-finals. They weregreat support.”

White says getting to the final hasgiven women’s football a massive

boost. “Hopefully we willbe able to finish the joboff and take it to an evenhigher level in terms ofmedia coverage and then

supporters and attracting sponsorsinto the game,” she says.

“It has built a really good rapportand team spirit within our dressingroom,” adds Byrne. “It puts ArsenalLadies on the map. We will be knownaround Europe as being one of thebest clubs in women's football, whichcan only be an advantage.

”Reaching the UEFA Cup Finalhas been the biggest achievementever. It's a competition for the eliteand we've made it to the final. We arethe underdogs as Umeå have wonbefore. It took a lot of grit anddetermination - we're willing to gothat extra step to try and win.”

Women’s football is well and trulyout there, it just needs a chance toshow its face a bit more with a lot ofhelp from all areas of sport, from themedia to advertisers. Well, they saygirls are only interested in beauty, andlike the Gunners, you’re darn tootingwe are - the Beautiful Game.

“Reaching the UEFA Cup Final has beenthe biggest achievement ever”


■ Umeå IK vArsenal Ladies,UEFA Women’sCup Final 1st Leg,Gammliavalien,Sweden, Saturday,April 21, kick-off2pm.■ Arsenal Ladies vUmeå IK, UEFAWomen’s CupFinal 2nd Leg,Boreham WoodFC, Sunday, April29, kick-off 12pm.si

30 SPORTS INSIGHT

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32 SPORTS INSIGHT

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A static market and an ongoing pricewar. It hasn’t been a great 12 monthsfor racquet sports, but companies inthis sector are demonstrating awillingness to rise to the challenges ofa difficult market.

Take Hi-Tec, for example.“Business over the last 12 months hasbeen a challenge,” is how HelenDurant, the company’s PR &Advertising Manager puts it. “Themarket is not standing still and it ishow you adapt to these changes thatwill determine how successful you are.

IN SEASON RACQUET SPORTS

34 SPORTS INSIGHT

“Competition has been intense, aswe expected, but Hi-Tec has evolvedand next season will prove this.”

StrugglingOver at Dunlop, Toby Marcham, itsIndoor Sports Group ProductManager, had this to say: “With2006 being a football World Cupyear, tennis always struggles toattract starters and re-starters to play,which generally kick-start your salesover the summer. With the WorldCup being staged at the same time as

Wimbledon, participation in thesport was down.”

Squash, on the other hand, wasless affected because its key season iswinter, according to Marcham’scolleague, Shaun Crampton,Dunlop’s Tennis PromotionsManager.

“2006 was another strong yearfor Dunlop sales as the world’snumber one brand,” says Crampton.“Within mainstream media, exposureis more limited and thereforemotivation to participate is different.

Tough timesA number of factors have contributed to a staticracquet market

commitment from the UK governingbodies to ensure focus on growing thesport.”

Derek Price, managing director ofball producer J Price (Bath) Ltd,reports that a number of majorcustomers have fallen on difficulttimes during the past few years. “Weexperienced a substantial number ofbad debts,” says Price. “However,after two years of declining sales, ourorder book is now looking muchhealthier again, so 2007 should beback on keel, despite the continuingdecline of tennis.

“Sales of regular tennis balls,compared to earlier years, are fairlyminimal because we cannot competewith the major brands, all of whombuy or produce in the Far East andseem to be forever lowering prices.”

ConcernTrading remains challenging at HeadUK, too. “The biggest area of concernis in the top end of the market, the£100-plus price point, where salesvolume continues to decline quitesignificantly,” says Dave Shaw, thecompany’s Category Manager RacketSports.

“The end result of this is that theaverage selling price continues tosuffer as more racquets have to besold to achieve the same revenuefigures. Recent market reports showedan overall drop in volume sales.However, at Head this remains stable.

“Retailers seem reluctant to buyinto new, innovative products infavour of so-called ‘deal’ racquets.There is also concern from the retailerwith regards to the heavy discountsbeing offered on the internet. This isan area which has becomeincreasingly difficult to control overrecent years.”

Toby Marcham says club playersand juniors are the key participationdrivers in the tennis market, whileHelen Durant cites the social andfitness aspects of racquet sports as thetwo main motivators. And like manysports, positive TV and mediacoverage can be a big influence.

“Without the oxygen of media,the sport will suffer, but it’s difficult toassess the true value in generalparticipation terms,” says Durant.“When a British player does well inan event such as Wimbledon, thewhole country gets turned on bytennis, albeit temporarily.

“But the key point is that the sporthas its annual boost in terms of thenation’s sport psyche, and that’s the

“Squash is still perceived as one ofthe best sports for keeping fit, and thiscontinues to be a key motivator. Inaddition, the UK has in recent yearsbeen very strong in the professionalgame and this of course helps motivateparticipation.

“It is, however, increasingly wellcovered within the specialist squashmedia, both print and on the internet, aswell as on Sky TV. This enables thekeen squash player to be kept up to date.

“Participation levels in squash arefairly static currently, but there is strong

Holy Grail. In reality, most nichesports find it very hard to generatepublicity and its effect is not nearly asimpactful.

“Success inevitably helps and it isthe combination of a British winnerand the coverage that turns peopleonto the sport, not the coverage itself.To an extent, we have seen this withGail Emms and Nathan Robertson inbadminton. As world champions, theyare transcending their sport and arecelebrities in their own right. Thisincentivises the printed press and TVto run a feature and, in turn,encourages people to pick up theracquet to emulate them.”

There’s been a definite shift in theway people buy their equipment andfrom whom, according to Durant. Shesays: “Online purchasing continues togrow and retailers that can leveragetheir reputation for service online willbenefit. It can only complement - andsupplement - their bricks and mortaroperation.


Sports Insight Buyers’ Guide 2007/8Book online at www.sports-insight.co.uk

“Squash is perceived as one of thebest sports for keeping fit. Inaddition, the UK has in recentyears been very strong in the

professional game”

going to benefit enormously fromAndy Murray, who experts believe hasa serious chance of winning the event.”

But it’s a sustained period ofgrowth that can be built upon that theracquet sports sector needs, not aseasonal spike followed by a return toprevious participation levels -something that’s not beyond the realmsof possibility.

“Given that the social element toracquet sports is key, it stands to reasonthat they are also competing with otherrecreational pastimes, whether sportingor not,” says Helen Durant.

“Court sports require specialisedfacilities and unless local councils orprivate investment is forthcoming, thenthese facilities will disappear.

“Competition for peoples’ valuableleisure time is fierce, but there aredefinite pockets of strength where theconditions enable growth. Celebrityplayers, local councils, passionatecoaches and great facilities allcontribute.

“A great example is Manchester.With the Commonwealth Games heldthere in 2002, this has meant a legacyof facilities and coaching structuresecond to none. Hi-Tec has workedclosely with Manchester Leisure andDunlop for six years now, which hasseen over 6,000 children introduced tosquash, some of whom are nowrepresenting England.

“This level of passion is infectiousand helps to expose the sport to playersoutside its hardcore membership.”


36 SPORTS INSIGHT

“The internet is a key vehicle tocommunicate with consumers and forus, with the technologies we arelaunching for 2007, it is essential.”

David McKibbin of DavidMcKibbin Sports, awholesale/distribution company,agrees. “For specialist retailers, theinternet is proving to be an essentialtool for promoting their products andservices and gives an opportunity toshowcase themselves to a massaudience,” he says.

“Since the advent of the internet, Ihave noticed a growing tendency forthe independents to go back to the oldsystem where they order little andoften, rather than find themselves in anoverstock position. Retailersappreciate a fast and reliable service,and in this way build up a trust withtheir suppliers.”

The Wimbledon factorTennis is now looking forward to itsannual British showcase, namelyWimbledon. After the 2006tournament Dunlop’s sales boomed.

Says Toby Marcham: “If your keyplayer does well in a Grand Slam, thenit can be quite dramatic. For instance,Amelie Mauresmo was on CentreCourt at Wimbledon last year for themost minutes of any lady player,giving you maximum exposure.

“As she won the event, youwould expect this and salesafterwards boomed as tennis salesafter Wimbledon usually take off inthe UK.”

Says Dave Shaw: “With theemergence of Andy Murray and theadditional media coverage this hascreated, there is no doubt that this hashad a positive impact on bothparticipation and potentialparticipation levels.

“The key areas which need to beclosely looked at by the leadingfederations and governing bodies ishow to retain these new players andnot to lose them after two weeks ofWimbledon.”

And it goes without saying thatany success by British players willmake front-page headlines.

“We have been very fortunate overrecent years that Henman hasconsistently got through to the latterstages of the tournament, thusmaximising the news coverage,” saysDavid McKibbin. “And it certainlylooks now that tennis in this country is

TOP SELLERS AND ONES TOWATCH■ DUNLOPTop-sellers: M-Fil 3Hundred; M-Fil Pro;M-Fil Ultra.New for 07: Aerogel 500; Aerogel 500Tour; Aerogel Ultimate; Aerogel Pro GT.■ HEADTop-sellers: Flexpoint Radical; FXP TeamSeries; Airflow 7.New for 07: new tour frames MicrogelExtreme and Radical. The autumn willsee additional line extensions to theAirflow and Metallix collections.■ HI-TECTop-sellers: Hi-Tec Squash indoor courtshoes; Switchback; Vortex CC.■ J PRICE (BATH)Top-sellers: balls for mini-tennis; squashballs.New for 07: sponge balls for mini-tennis; hard squash rubber play balls.

Karakal’s bestjust got better

Karakal UK has just addedtwo new squash racquets toits already extensive range.The EVO 4 SL and PRO 3 SL, bothwith super light frames, have beenselected by Vanessa Atkinson andCameron Pilley as their racquets ofchoice after extensive test sessions.

Says Karakal-sponsoredAtkinson, the world number onesquash player for 2006: “Theracquets have extraordinary powercombined with excellent precision.”

2007 also sees the launch ofKarakal’s updated B series range ofsquash racquets, with inner muscleadded, which stiffens the frame andadds greater stability.

The continuing success of the SX100 squash racquet and the SL 70badminton racquet, still the lightestframes in the world, has led to theintroduction of another badmintonframe - the MTec 70 Iso, for playerswho prefer the Iso shape.

Karakal’s extensive use of nanotechnology, which it first pioneeredin its PU grips, has proved to be areal success throughout its entireracquet range, and this has beenfurther refined to give even moreplayer satisfaction.For further information call Karakalon 0117 982 9057 or visitwww.karakal.com

si


After launching its revolutionary new O3 racquet series in 2005 -a hugely-successful technology breakthrough which produced anexpanded sweetspot (up to 54 per cent) and increased racquetspeed, a combination only possible with O3 technology - Prince isnow attacking the next frontier in tennis equipment innovation bydelivering a racquet line that brings a critical component to aplayer’s game - extra speed.

“O3’s core premise revolves around oversize string holes (O-Ports), which are ideally suited to improve aerodynamics,” saysRoberto Gazzara, Director of Research and Development at Prince.

“By refining the size, location and shape of these ports, we’vebeen able to increase racquet speed dramatically, which improvesthe ability for players to get their racquet in position, makingbetter ball contact and hitting more clean and precise shots.”

O3 Speedport racquets are up to 24 per cent faster thantraditional frames - allowing them to cut through the air morequickly with no extra effort. This leads toincreased racquet head-speed

38 SPORTS INSIGHT

Racquet sports

Head Performance racquetThe New Extreme racquet (RRP

£139.99) has been produced to focuson the real needs of today’s proplayers. By combining the new

microgel material with Head’s existingstiff carbon fibres, a unique rock-solid

feel is achieved on ball impact.Microgel is a silicon-based semi-

elastic honeycomb structure that cansupport up to 4,000 times its own

weight. The microgel is layeredbetween the carbon fibres throughout

the entire head of the racquet. Inaddition to this, a new rounded-headshape allows for additional spin to beput on the ball by allowing the ball to

travel further before hitting the frame.This racket is also available in the

heavier 315g version, called theExtreme Pro.

Head UK: 01539 724740. Email: [email protected] Website: www.head.com

Prince unveils ‘next frontier in tennis’ - O3 Speedport

through the entire swing pattern and produces consistentlysharper, cleaner shots.

“In any sport, aerodynamics and speed are essential toequipment performance,” says Mike Ballardie, Vice Presidentand Managing Director of Prince Sports Europe. “O3Speedport gives players the opportunity to elevate theirgame to the next level without using more energy orchanging their stroke.”

The O3 Speedport Silver is the top-of-the-rangeracquet in the series - the ultimate racquet for lightweightpower. It combines the most powerful sweetspot in tenniswith unmatched manoeuvrability for players with shorter,slower stokes. With a head size of 118 sq inches (761 sq

cms) and unstrung weight of 245 grams, the O3Speedport Silver retails at £220.For further information contact Solosport on 01539 622322.


Pictured, World numberthree Thierry Lincou and theASICS Gel-Sensei.Masters on the court.


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movement. Wet grip rubber ensuring

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with ASICS “I.G.S.” Impact Guidance

System philosophy at its heart.

Forefoot twist Gel ensures maximum

shock absorption.

THE MORE

YOU PUT

IN, THE

MORE YOU

GET OUT.

asics.co.uk

40 SPORTS INSIGHT


Dunlop Aerogel - thenext generation of racquettechnologyDunlop Aerogel, already available in tennis racquets, has nowbeen launched to the trade in squash racquets.

Aerogel is the lightest solid on earth and is three times theweight of air. One block of Aerogel the size of a human bodyweighs less than a pound, but can support the weight of a car.

Aerogel gives amazing power and extraordinary comfortwith high strength and light weight properties for both Dunloptennis and squash racquets. This means that Dunlop has the mostadvanced racquet technology in the world and has set the mark

for others to follow.For further information

contact Dunlop on01924 880000.

The extrapadded tennis

sockMatchfit Pro Performance

socks are designed to offermaximum protection to active

sports players who require a thickersock with added cushioning. The extra

thickness gives added protection to thesudden starts and stops that occur during

the course of a game.By incorporating Duraspun material, the

socks are very durable and offer excellent valueto regular participants who require a quality sockat a premium price.

Matchfit socks wick perspiration away fromthe skin and helps it evaporate, keeping feet

healthier and more comfortable whether youare into low-impact aerobics, intense cross-

training or racquet sports.For more information call David Mckibbin

Sports on 020 8459 2605, [email protected] or visit

www.matchfitsports.co.ukOther product lines

include WilsonSocks, Airplusinsoles and

Sneaker Balls.

BY500 GEL-SENSEI Size: 6-12,13The ASICS GEL Sensei is, as the name suggests, a master on the squash court.

Its upper includes biomorphic fitting and a personal heel fit to make it incredibly comfortable.The outsole is designed with a propulsion plate offering fast multi-directional movement

combined with wet grip rubber that ensures you stop when you mean to. All these features mean the shoe allows high-energy multi-direction play,but this is only half the Sensei story. Designed with ASICS’ Impact

Guidance System philosophy at its heart, the GEL Sensei’s Forefoottwist Gel and Magic Sole ensures you attain maximum shock

absorption and cooling where you need them most. TheASICS GEL Sensei - learn from the master.

For more information on the ASICS GELSENSEI contact ASICS Sales on 01925

243360 or visit www.asics.co.uk


HEAD would like to congratulate Anthony Clark and Donna Kellogg onbecoming the 2007 National MixedDoubles Champions.

HEAD Badminton,Available worldwide at your retailerJuly 2007.

head.com

Give everything you’ve got with HEAD’s new exciting MicroGEL technology. It provides the most rock-solid feel and unique touch ever achieved in a HEAD racquet by uniformly distributing theimpact load around the frame. head.com

Rock-solid performance.

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Tricue is a new range of snooker/pool cue being launched byHereford based Big Splash Enterprises Ltd. Designed and

patented by West Wales based pool player Campbell Brown,the cue incorporates a subtle triangular section allowing players

to produce a more accurate strike of the cue ball.

Tel/Fax 01432 860472 e-mail: [email protected]

web site: www.tricues.com

“No-one in my league had seen a Tricuebefore, it has really got them talking.

Thanks very much” .... Paul Macro

“Why are men so funny about beingbeaten by a 63 year old lady pensioner?

Thanks to my Tricue can now bridge moresecurely and push the cue through in a

straight line”............Pip Farnsworth

“Not only does the cue assist with asmoother action, but my Tricue also helpsoff the cushion because it can lay flat onthe rail due to its triangular shape”.......

Jonathan Pritchard

IN SEASON INDOOR/HOME SPORTS

Stiga Titanium bat Stiga's premium table tennis bat offersexcellent spin and speed for the mostdiscerning of competition players. Leadingplayers from around the world have helped Stigadevelop this super-fast and spiny bat.

Lion Super Carbo batLion in China is a leading producer of table tennis bats. TheLion Super Carbo is a 7 ply bat that incorporates Carbo layers toenhance the sweet spot. A truly exceptional bat for competitionplayers.Lion: 01903 267599. [email protected]

46 SPORTS INSIGHT

indoor/home sports

TricueTricue is a new range of snooker/pool cues from Hereford-based Big Splash Enterprises Ltd.Designed and patented by West Wales-based pool player Campbell Brown, the cueincorporates a subtle triangular section, allowing players to produce a more accurate strike ofthe cue ball.

Campbell designed his first Tricue in 1995 to help him improve his own game. After yearsof personal frustration with his bridging hand and using the rest, he decided to experiment byreshaping some old cues he had gathered over the years.

Eventually settling on a triangular shape, Campbell experimented further and refined theprofile to produce the first Tricue.

When he was happy with the product, Campbell purchased and shaped 10 new cues andplaced them in a local snooker club for market research and evaluation. They were all stolenwithin days and Campbell knew he was on to a winner.

Since then, Tricues have been despatched around the world and feedback has beenencouraging. The cues also attracted the interest of professional nine ball players, furtherindicating the potential benefits to recreational players.

Campbell teamed up with Paul Mcguire of Big Splash Enterprises inthe summer of 2004, with the aim of producing a commercially viableproduct. After two years of further design refinement, working alongsidetheir manufacturing partner, the cues have been market tested at anumber of retail and club locations. Tricues: tel/fax: 01432 860472. Mobile: 07971 627131. Email: [email protected]: www.tricues.com



J & R Table Sports rangeThe J & R Table Sports range has tables for pool, snooker and football, all ofwhich feature the rolling folding leg system that allows them to be foldedupright and stored easily.

This feature is ideal for when the tables are not in use, as they can bestored taking up less than 20 per cent of the original playing position space,making them ideal for home use.

The tables include some fantastic features and improvements on previousmodels, including leg levellers to all four legs, allowing the table to be levelledwhen in use; grab handles for ease of folding; full game play instructions; anda brilliant beech finish.For full details on this range visit www.foldingsportstables.co.uk orcontact J & R Sports on 0151 523 0500 or [email protected], visit the J & R Sports website (www.jandrsports.co.uk)for full details and a list of the company’s complete product portfolio.

Ransome Sporting GoodsThe Butterfly Centrefold table tennis table is a top-of-the-range model that’s used in many leading clubsand for competitions throughout the world. With its25mm top and Anti Skid playing surface, it isextremely popular with players of all standards.

Butterfly has a targeted range of table tennistables to suit all needs - from the Mini right throughto the Centrefold - covering indoor and outdoor usefor recreation, education and competition.

A recent addition to the Schildkrot line of tabletennis bats is the Alan Cooke range. This includesthree bats - the Hobby, Champion and Competition -which are endorsed by the six-times English andCommonwealth Champion, Alan Cooke. The rangealso includes a pack of six balls and a two-bat set.For further information on these products,contact Norma Bonson at Ransome SportingGoods, Wood Street, Middlesbrough TS1 1JP. Tel: 01642 224444. Fax: 01642 226000. Email: [email protected]

IN SEASON BASKETBALL


12–panel Molten G-Series basketballThe new 12–panel Molten G-Series basketball is the ball to have. Approvedby FIBA, it is the official match ball for all FIBA competitions worldwide,including the forthcoming Beijing and London Olympics.

Players all over the world want to play with the G-Series because of theincreased control and grip afforded by theadditional seams, and report a staggeringincrease in shooting stats. In the UK it isnow the official ball for all GBinternational games, the BritishBasketball League and the GreatBritain Wheelchair BasketballAssociation.

Says Paul James ofGuildford Heat: “Ourplayers are really impressedwith it and love the feel and control of the 12-panel ball.”For further informationcontact Molten Sports,Chesley Offices, Bull Lane,Newington, Sittingbourne, KentME9 7SJ. Tel: 0800 298 8217. Fax: 01795 843986. Email: [email protected] Basketball

48 SPORTS INSIGHT

Ransome Sporting GoodsThe Baden Lexum is Britain’s match basketball and is the official

match ball used by England, Scotland and Ireland Basketball for

all matches in their jurisdiction. More than 90 per cent of the

official basketball matches in this country are played using the

Lexum. FIBA approved, it features cushion control technology

with the tan and white panels, which have become the hallmark

of competition basketball throughout the UK.

The Sure Shot Junior backboard and ring set is sold through

many retail outlets. Its solid weatherproof backboard and solid

steel ring are ideal for the home and garden market.

For further information on these products, contact Lewis Tovey at

Ransome Sporting Goods, Wood Street, Middlesbrough TS1 1JP.

Tel: 01642 224444. Fax: 01642 226000. Email: [email protected]

IN SEASON HOCKEY


Mercian hockeyThe brand new Orbit bag is just one of Mercian’s products for

2007. Offering greater stick capacity than the 2006 Instinct, dual,

separate pockets and three vibrant colourways to suit every

taste, it represents a practical solution to the combination

bag (kit and sticks) requirement.

Mercian sticks have also changed. The ever-popular

Hammerhead, with its two shaft shapes, has been

given a stunning facelift. The CB1 option with all

white graphics retains a black head to conform to

international standard playing regulations,

placing it firmly at the performance end of the

Black Widow range.

The Hammerhead CB3 in the black

finish is the specialist ‘drag-flicking’

stick, available in multiple lengths and

weights to address the need created

by corner specialists.

Mercian Sports Co Ltd:

01483 75 76 77.

www.merianhockey.com

[email protected]

Hockey

50 SPORTS INSIGHT

Slazenger hockey2007 sees Slazenger maintaining its commitment to offer market leading hockey equipment and

sustain its position as a leading hockey brand. In addition to its excellent 2006 sales performance,

Slazenger is keen to celebrate the sponsorship agreement with England Hockey.

With England Hockey, Slazenger has developed a replica range of products. Whether you are a player

or spectator, there are products to suit all tastes. Furthermore, Slazenger’s core equipment has been

developed in conjunction with its top players.

With stunning contemporary designs across all products, Slazenger has products to enable you to

achieve your own personal level of performance.

For further information contact Slazenger on 01924 880000.

GEL-BLACKHEATH

Size 6-11, 12, 13

PQ60N 8021Purpose-built shoe for the hockey

market. Rubber stud outsole

offers excellent grip while

minimising on court impact.

Multi-studded configuration for

all over grip. Exposed rear foot

Gel and forefoot Gel provides

excellent cushioning. Gusseted

tongue and removable sock liner

aids fit and comfort.

THE MORE

YOU PUT

IN, THE

MORE YOU

GET OUT.

asics.co.uk

Pictured, England InternationalBen Hawes and the ASICS Gel-Blackheath.ASICS is the official footwearsupplier to England Hockey’sNational Teams.


Nomis - it’s time to change3/4 finger padded hockey gloveSoft, strong, breathable leather palmwith Nomis grip technology. Keepshands dry, whilst grip performs eighttimes better than any other glove inwet conditions.

Excellent sweat resistanceHigh density, lightweight padded backof hand with three segments for addedprotection and mobility.

Velcro fastening on wristThe Nomis Hockey Glove is worn tightlyon the hand and feels like a ‘secondskin’.

The non-obtrusive protectionpadding does not impair grip and feelon the stick. The grip technology andprotection means this glove is multi-purpose for all playing conditions.For more information call Steve Lee atNomis on 01244 670187 or [email protected]

Dita shoes and performance undergarmentsDita, Europe’s top name in specialist hockey shoes, will have several new models out this yearwith some of them arriving early as certain current models are sold out.

The new Turf Max 2 (pictured) replaces the current Turf Max and will be 100 grams lighter(based on size 9). It incorporates the patented Asystec ME waterproof system, which preventswater penetration and is expected to be a big hit with Olympic players.

Dita has recently teamed up with one of China’s most reputable textile producers to launchits technical performance undergarments. The Pro Thermo-Rite Omni-climate range is availablenow and features a seamless body on the vests and Clariant moisture management system.Dita: 0131 660 1222. [email protected]


52 SPORTS INSIGHT

IN SEASON HOCKEY

FIREBLADES's Nanopulse™ construction features a unique nano resin that during the production process binds together all the carbon fibres to create an ultra consistent and stable construction with maximum molecular uniformity. The result is a significantly increased pulse of reactive energy within the racket structure on shuttle impact compared to standard carbon construction. This pulse of energy delivers ultimate power and control for unmatched performance enhancement.

Gail Emms

Nathan Robertson

IN SEASON SPORTS SUPPORTS

McDavid sports medical self shipperLooking for an easy way to merchandise the most popular

sports supports?

McDavid, the world’s leading sports medical supplier,

has a compact self shipper featuring 24 supports that can

be sited either as a counter, window or general display,

making it easy for the customer to select their item and

for you to keep track of stock.

Available as either a neoprene or an elasticated pack,

the box features the top-selling supports for knee, ankle,

elbow and wrist.

Order today and receive an introductory discount on

immediate and top-up stocks or, for ease, simply top-up

through Cartasport.

McDavid: 08701 188002. Email [email protected]

Rucanor supportsRucanor Sports’ new ‘Never out of Stock’ Collection 2007/8catalogue has 10 pages containing a wide range of elasticatedand neoprene supports.

This sector has been growing over the last few years asmany participants in sporting activities have become moreaware of the need to use supports, not only to aid recoveryfrom an injury or guarding against the flare-up of an old injury,but also as a preventative measure.

This is particularly relevant to neoprene supports, of whichRucanor has two ranges in different qualities. Both have a terrytowel lining to absorb moisture, together with a uniquesanitised treatment to give antimicrobial protection againstodours and fungal infections.

All ranges of Rucanor supports are specially constructed togive four-way stretch, ensuring maximum flexibility andcomfort for the wearer. Packaging is colour coordinated andvarious display options can be provided. This is all backed upwith high stock levels in the international distribution centre inHolland and excellent margins for retailers.For further information on these or any other productsfrom the Rucanor range call the Sales Hotline Number:0845 2300147.

54 SPORTS INSIGHT

Hg80 by MuellerSuperlative support- no sweat

Traditional neoprene supports

provide the soothing warmth needed

for strained muscles, but the downside is the sweat that forms

underneath.

Hg80 by Mueller replaces neoprene with Hydracinn - a Mueller-

exclusive material that warms the affected area, but then wicks away

the moisture so effectively there is no residue sweat. This also helps

the support keep its shape during prolonged use.

The Hydracinn is bonded with AEGIS - a revolutionary

antimicrobial barrier - to protect against odour-causing bacteria and

fungus. Inner grip strips then hold the supports in place and prevent

annoying slipping. Products in the range include wrist, ankle, knee

and elbow supports.

To enquire about stocking Hg80 by Mueller supports, call Greg Soffe

at 1000 Mile Sportswear on 07801 923212.

Sports supports

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IN SEASON REPLICA KIT

Lotto official club replica collection

In response to the high demand from the market

of supplies to sports clubs, Lotto has

unveiled a new line of clothing for

autumn/winter 2007/08.

A team of professionals and a

corporate structure have been exclusively

dedicated to satisfy the needs of sports clu

bs,

in total harmony with sales partners. From

design to production, from orders to delivery to the point

of sale, every activity is coordinated with all the corporate

functions with the sole objective of providing excellent

service.

For more information call 01663 766737 or email

[email protected]

58 SPORTS INSIGHT

Replica kit

PROSTAR football kitsThis season PROSTAR has continued to

strengthen its position as one of the

leading teamwear brands at all levels

of football by offering a range of

football kits made of high quality

sports performance fabrics, plus the

continued development of one of the

most comprehensive stock trainingwear ranges

available.

Further developments include the introduction of a new short

specifically designed for women and the addition of new kids’ sizes

for players aged six and under.

To complement the introduction of these new products, some

significant improvements have been made to the Prostar Customer

Services department, which now offers an extended 8am-6pm sales

desk, more phone lines and more staff to guide callers.

The PROSTAR website (www.prostar.co.uk) is proving to be a hit

with retailers and teams alike. It has a great user-friendly ‘kit builder’

function that enables clubs to build up all their team requirements,

from jerseys, shorts and socks to tracksuits, rainwear, balls and bags.

Clubs also have the opportunity to view their fixtures, results

and league positions on the site, as well as the rules and regulations

of football, and play football games through the Community section.

For more information on the full PROSTAR range visit

www.prostar.co.uk, email [email protected] or call 01924 291441.

www.xpres.co.uk Tel 01332 855 085 Fax 01332 855 080

The Xpres Ultragraphics system enables fast and cost effectiveproduction of one-off and low volume, single or full colour logos for

application to a huge range of apparel, accessories and sporting gifts.

● Fast and easy production of single and full colour logos

● Produce from 1 to 100’s of transfers profitably

● Low consumable costs

● From just £1,545 (inc.installation, full training and warranty)

A Revolution inPersonalised Sportswear



Vandanel SportWith over 20 years’ experience in the sportclothing industry, Vandanel Sport Ltd offers aprofessional and reliable service to the trade.

The company holds over £500,000-worthof stock in its warehouse, ranging frombench coats and tracksuits to holdalls andsocks. Vandanel Sport’s comprehensivebrochure clearly illustrates its full range andacts as a great marketing/selling tool to theend-user.

If you would like to open a tradeaccount, you will be glad to hear that, unlikemost of Vandanel Sport’s competitors, thereis no minimum spend per year and youraccount won’t be closed if you don’t turnover a certain figure.

Vandanel Sport aims to work togetherwith every trade account and will help youas much as it can to sell the brand byproviding high-quality products withscheduled delivery. Vandanel Sport: 0208 502 [email protected]

Do you know exactly what it coststo run your business? Do youreally know what you spend onessential services? Have youchecked what deals are availablethat could cut your basicoverheads and so dramaticallyincrease your profit margins.

Answer yes to questions like theseand you don't need to read any more.You're in the enviable 10 per cent of

retail businesses that have an iron gripon outgoings and overheads.

But realistically, you're much morelikely to be among the other 90 per centof average small or medium-sizedbusinesses so intent on making a profitthat they tend to leave the costs to takecare of themselves.

Which is a pretty short-sightedpolicy. Studies have shown that bymaking a real effort to keep costs down,small firms can do lucrative business inmarkets that are simply not viable forbig rivals.

Returns"Big companies often find that it's justnot worth investing in a market wherereturns would be too low to justify theirefforts," says Business Link adviserDavid Green.

"But small retail businessesgenerally have a lower cost structure andso suppliers of niche products andservices can often make excellent profitsin areas denied to the major companies.The small guys are able to go in andfocus tightly on a specific range ofproducts or services."

But sadly, many of them don't.

"Without wishing to be rude, the vastmajority of UK small businesses simplydon't have a clue when it comes tomanaging overheads," says consultantAshley Harris, who specialises in retailcost management.

"I can pretty well guarantee that if acompany gives me full rein to look at itsutility services, I will be able to save it aminimum of 20 per cent - and probably alot more than that. There's no excuse forany business to spend more on overheadsthan absolutely necessary."

Of course, the first step in anyefficient cost-control exercise is toestablish your precise break-even point.Without that, as Ashley Harris puts it,"You'll just be floundering in the dark."

He explains: "A break-even point isonly reached when revenue equals allbusiness costs, but I've had two smallretail clients recently who seemed tothink that nearly everything they tookover the counter was disposable income -and had a nasty shock when they foundthat it wasn't."

The first job when calculating yourbreak-even point is to identify all fixedand variable costs.■ Fixed or direct costs are expenses that

ABOVE:Credit card chargesand any other expensewith a changinginterest rate should beregularly revisited

CONTROLLING COSTS

60 SPORTS INSIGHT

SUPER SAVERSIt's amazing how you can cut overheads if you try. Here are afew recent examples:■ The Carillion construction giant - annual turnover £2 billion

- has made electricity savings of 25 per cent and gassavings of 12 per cent.

■ The RSPCA's Birmingham district is now saving 29 per centon electricity, 20 per cent on gas and 20 per cent oncommunications.

■ Target, the UK's largest independent express deliverycompany, has saved 40 per cent on electricity and 41 percent on waste collection.

■ Pizza Express has saved nearly £3 million over the lasteight years on fuel and communications.

■ Aardman animation company, creators of Wallace andGromit, is currently saving 20 per cent on electricity, 30 percent on gas and 38 per cent on communications.

ExpensereductionKeep a close eye on youroverheads and watch yourbottom line grow, saysTrevor Johnson

renegotiate more favourable terms withsuppliers. Don't be afraid to horse tradeand shop around. Remember, cash isstill king when it comes to strikingbargains and getting discounts.■ Check efficiency in sales and buyingstrategy. Efficiency is timely ordering,speedier receiving methods, paying -and getting paid - on time.

"A retail business can make a giantstep forward in efficiency merely byusing its point-of-sale business to fulladvantage," Ashley Harris says. "Themore inventory you log into your POSsystem, the more efficient all aspects ofyour store will be.

"If used correctly, it can speed upthe checkout process, especially duringsale periods, can give an inventorycount, let you know exactly what is

selling and what isn't and even re-orderitems that are out of stock."■ Hire the best staff - and pay themwell. This may seem odd in an articleabout controlling costs, but there'ssound business logic behind it. AManchester Business School study hasshown that two top members of staffwill be more productive - and cost-effective - than three average personnel.

After stock, hired help is the retailer'sgreatest expense and while no one likesgetting rid of surplus staff, sometimesthere's no option. There's a lot of truth inthe old saying "There are two things thatwill kill a business - hiring too manypeople and holding too much stock."■ Outsource uneconomic work. Latestfigures show that about 70 per cent ofUK middle-market companies nowoutsource some of their functions -compared with less than 20 per cent ofindependent retailers.

The truth is that bringing in outsidespecialists to do non-productive andoften boring but essential jobs makes

don't vary with sales volume, such asrent or administrative salaries. Thesecosts have to be paid regardless of sales.■ Variable costs are usually linked tosales volume and include purchasingcosts, transport, staff wages andexpenses.

Then, after calculating your volumeof sales, you can work out this simpleequation: break-even point = fixedcosts/gross margin percentage.

For example, say you can buytracksuits for £25 each and sell themfor £50. Your fixed monthly costs are,say, £15,000, making your break-evenpoint £30,000 pounds -£15,000/(£25/£50) = £30,000.

SavingsStudies have shown that the mostdramatic savings can usually be madeon the essential services - powersupplies, communications systems, gasand water.

Consultants agree thatcommunications systems often offerthe most spectacular savings. Forinstance, a fast-food chain last yearsaved over £100,000 just byreorganising its landlines and mobilephones and shopping around suppliersfor the best bargains.

"We have actually been able toachieve savings of up to 90 per cent onsome basic services,” Ashley Harrissays. "Only recently, we found that aconsumer business was paying twiceas much as it needed to for businessdone over the phone in the eveningsand at weekends."

So how do you keep overheads incheck? Consultants stress thatwhatever the size of your business, it'sessential to have a cost-control strategybased on these factors:■ Have a budget goal. A typical basicblueprint, based on sales, could be:1. 50 per cent cost of goods2. 18 per cent salaries3. Six per cent accommodation

overheads4. Three per cent advertising5. 12 per cent general administration

Add these up and you'll be leftwith around 10 per cent profit.

With this sort of budget, you canwork out how much you want to spendon each category and juggle your coststo maintain your target profit.■ Manage your inventory. Stockcontrol is a vital weapon in the fight tokeep down costs. Too much stock ortoo much waste can be disastrous toprofit. Take a close look at yournegotiating systems, margins andinventory management.

Prune unnecessary stock. Don't tieup capital in superfluous stock - reduceit to realistic levels and returnsurpluses to suppliers when you can.

Dispose of slow-moving stock and

“Check sales daily, check goals monthly andscrutinise spending every waking hour”

good economic sense, however smallyour businesses, according to financialconsultants Ernst and Young.■ Scrutinise every expense. Everypenny you spend should be comparedwith all the other costs of doingbusiness. Say that, at the moment, yourgreatest need is marketing. The budgetis going to have to support this needand so some other expenditure willneed to be cut.■ Shop around for better rates. Someapparently fixed expenses may havemore flexibility than you think. Don'tbe shy about looking around for rateson overhead expenses like loans andinsurance.

Credit card charges and any otherexpense with a changing interest rateshould be regularly revisited. You'll


Sports Insight Buyers’ Guide 2007/8Book online at www.sports-insight.co.uk

find that almost every expense hassome room for negotiation. ■ Finally, review everything. All thebest planning will be in vain ifmanagement doesn't keep an eye openfor problems. "Check sales daily, checkgoals monthly and scrutinise spendingevery waking hour," is how AshleyHarris puts it. "In everything you payfor, there are possible savings. Don'tstop until you find them."

Sometimes this may mean cuttingstaffing levels but, according tomanagement consultant Kevin Ascott:"If managed early enough, a companycan often trim unnecessary overheadswithout getting rid of anyone.

"There are ways in whichcompanies can cut the fat withouttouching an ounce of bone to get costs under control. For instance, itmakes you wonder just how manyjobs could have been saved in the dotcom crash if companies had simplystopped subsidising all those longexecutive lunches." si

LEFT:Don't tie up capital insuperfluous stock

Nearly half of small businesses woulduse a blog to drive traffic to theirwebsite and increase sales, according tonew research from the UK's largesthosting provider, Fasthosts.

With over 54 million blogs onlineand 75,000 new ones being createdevery day, the blog has become acommunications channel thatconsumers are embracing.

OpportunityBusiness may be slow to take up theblog, but as Andrew Michael, CEO atFasthosts, says, smaller businesses havean opportunity with blogs that theyshouldn’t waste: "In today’s hyper-competitive market, blogs provide afantastic way for small businesses todifferentiate themselves throughpersonalising their website andattracting more customers.

“The corporate blogs of largecompanies are bound by corporateguidelines and gatekeepers, so for smallbusinesses there is far greateropportunity for interesting commentand genuine dialogue with customers."

With the new blogging tools that areavailable from web host 1&1 Internet,business is now waking up to the powerof blogging. Says the company’sRichard Stevenson: “We have noticedthat UK small businesses are adoptingbusiness blogging at an impressive rate.Our figures reveal that since bundling afree blog tool with our hosting plans,1&1’s UK SME customers created over1,300 new business blogs in December06 and a further 1,300 in January 07.

“The figures are pleasing in thatthey indicate how British SMEs are

recognisingthat business

blogging canpay real

dividends.”In

May2005

the

front cover of Business Weekproclaimed: ‘Blogs will change yourbusiness’. Large companies likeMicrosoft actively encourage theiremployees to blog, but it’s theinteraction between business andconsumer that is much moreinteresting.

Businesses know that they have totry harder to gain and keep theircustomers’ trust and brand loyalty.Blogging enables them to speakdirectly to them. But today’sconsumers are savvy and can seestraight through any cynical attemptat brand and consumer manipulation.

One question that businessesthinking of setting up a blog often askis, what should they talk about? ChrisLake, editor of e-consultancy, aninternet marketing and ecommercecompany, commented: “Manycompanies I speak with are somewhatconfused about what they should writeabout in their blog. They think thattheir company news isn’t especiallyblogworthy. And maybe it isn’t.

“But company news is the sort ofthing that you can blog about, but itmight be better served in a pressrelease. Blog content needs to beuseful and/or entertaining. It doesn’thave to be about your CEO’s dietaryhabits. Write about the broader subjectmatter, not the company stuff.”

Blogging toolsSetting up your blog will require you tomake a decision about how it will behosted. Your website is most likely tobe hosted by a third party, which canalso handle the hosting of your blog.

Steve Clayton, a Systems Engineerat Microsoft, offers this advice: “It'sreally a case of choosing the one thatprovides the features you need - suchas image storage, administrationfeatures such as comment moderationand even things like spell checking.

“Some of the more popularones are Blogger and WindowsLive Spaces and there is

also free software you can install on yourown system such as Community Server,should you wish to have more control.The choice is probably less importantthan the decision to just get out thereand run a blog, though.”

For a blog to succeed its agendamust be much more than simply amarketing message. Says StephenHolford, Director of Product Marketingat Fasthosts: “With people interested ina more personal service, being able to getinsights into a company and its servicesthrough a blog and being able tocomment on this and their ownexperiences, there is a lot of added valueto the customer experience.

“If these customers are happy, theyare likely to recommend the blog and, bydefault, the company to their friends andcolleagues. As all businesses know, word-of-mouth recommendation is some of thebest marketing you can get.”

Mark Rogers, co-founder of onlinemonitoring and response specialistMarket Sentinel, concluded by saying:“Corporate blogging is no longer‘visionary’ - it has moved to the earlyadopters stage of the lifecycle. Withinthe next two years corporate bloggingwill become mainstream and four yearsfrom now will be an accepted means ofcommunicating with the customer.”

The future of the business blog looksvery bright indeed as customers and thebusinesses that they buy from begin tofully understand how a blog can be usedand what it can do for thecustomer/supplier relationship.

If your business doesn’t blog, take alook at this communications channel. Itcould provide you with the perfect

platform to speak directly toyour customers.

62 SPORTS INSIGHT

E-TAILING

Conversational commerceBlogging is fast becoming an essential communications tool, says Dave Howell

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66 SPORTS INSIGHT

An old and wiseaccountant once told methat the secret of gettingyour tax returnaccepted withoutquestion is tobecome thefinancialequivalent of theman on theClaphamomnibus -predictable, well-meaning,sensible,respectable, notparticularly successful and, above all,deadly dull.

That means no claims for arsonattacks on Manchester United stripsby Man City supporters or damagedone to the stockroom by bands ofmarauding Cherokee Indians. I shouldalso think twice before submitting theexpenses amassed on a promotionaltour involving climbing MountEverest backwards in your underpants.

BleedingInstead, present your expenses, downto the last 50p car parking ticket and

packet of elastic bands, in such boringand meticulous detail that the taxinspector will be bleeding from theeyes and ears by the time he's finishedwith the file.

Have no pity when it comes todocumenting the depreciation on thestapling machine and wear and tear onthe stair carpet leading up to youroffice, but disregarding the bit leadingto the storeroom you haven't enteredfor business purposes since 1998. Keepit up and you should have thembegging for mercy.

But don't overdo things. Rememberthat even taxmen know that the point ofrunning a business is supposedly tomake a living, rather than spendingmost of your income on expenses.

Take warning from the experienceof a friend, an importer of Taiwan

cricket bats, Icelandic skateboards andsepia portraits of Stanley Matthews,which apparently still sell quite well atStoke-on-Trent pensioners' fish andchip suppers.

He was called at short notice intothe local tax inspector's office on a wetWednesday and asked: "Have you everconsidered applying to the CharityCommissioners for a flag day?”

When he cautiously said that hehadn't, the inspector replied: "It's worththinking about. You obviously run a non-profit making charity." Having had hisbit of fun, he then seized the books andfound £10,000 of non-declared income

in a building society in the name of myfriend's Auntie Florence (deceased).

While I wouldn't dream ofcondoning that sort of malarkey, everyaccountant knows that figures can beliable to subtle interpretation.

Which was why I was recentlyable to submit the same profit and lossaccount, subject to very minoradjustments, to the bank manager toshow how well I was doing and to thelocal rating authority to show howbadly I was doing.

Given time, ingenuity and a classy-looking blue folder, those self-samefigures, with a little fine tuning, couldwell be off to the Inland Revenuebefore the tax deadline - that's if myaccountant is back by then from hisCaribbean cruise with his friend fromthe tax office.

As a child, I sensed at a very young agean oppressive gloom settling on thehousehold at a certain time of year. I wastoo young to twig exactly why, but I knewthat it coincided with my shopkeeper dadpiling up dog-eared petrol receipts (3s 6d agallon) on the dining room table andopening a lot of brown envelopes.

The years may have passed, but nothingchanges and now I'm doing exactly whatmy dad used to do as the end of the tax yearcomes round again. My wife says that, ifpossible, I look even more depressed thanmy father did and I have to admit that I docatch myself sighing rather a lot andsuffering from indigestion.

The difference is that if the InlandRevenue gave medals for mealy-mouthedcompliance, my dad would have lookedlike an Eighth Army veteran at theCenotaph. I, on the other hand, wouldprobably have been shot at dawn as adeserter.

InevitablesDying and paying tax are the twoinevitables, but that doesn't mean youshouldn't have a crack at defying both. Ionce met a man in a bus shelter whobelieved that drinking an egg cup of petrolevery day made you immortal. I believe he

eventually exploded one Sunday eveningwhile cooking a fried egg on a gas ring,but that's another story.

The Inland Revenue reports that self-employed retailers are its most tiresomecustomers. In the first year of selfassessment, over 30 per cent of smallshopkeepers had mistakes in their returnsand 20 per cent were late.

These people are very deluded if theythink the way to fool the Revenue is to bea blessed nuisance. It, quite rightly,suspects any extremes of behaviour.

For instance, the year my dad claimedfor only half the price of a box of pencilson the grounds that he also used them forpleasure - filling in his pools coupons - thetaxman gave him a hell of a going over onthe grounds that anyone as honest as thatmust be up to no good.

Under the counterA sideways look at the world of independent retailing

“The years may have passed, but nothing changes and now I'm doing exactlywhat my dad used to do as the end of the tax year comes round again”

si

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SI FC MARCH 07 - Sports Insight

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