gold medals and world cup ambition p.28 outdoor is coming to munich p.34 wiggins teams up with ...

48 Pages·2017·14.85 MB·English

sports insight
FEBRUARY 2018 £3.50
TRADE LEISURE CYCLING NUTRITION FITNESS TECH OUTDOOR sports-insight.co.uk
CYCLING INTERVIEW OUTDOOR
WIGGINS TEAMS UP GOLD MEDALS AND OUTDOOR IS
WITH LE COL P. 25 WORLD CUP AMBITION P.28 COMING TO MUNICH P.34

4
WELCOME Elevate announces thought Editor: MARK HAYHURST
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to this month's Sports Insight
leaders' conference for 2018 Advertising Manager:
KEITH MARSHALL
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Fax: [phone].
Thanks to increasing industry Max Quittenton, founder and consumer engagement. The Email: [email protected]
support Elevate, the UK’s director of Elevate, says: “The inaugural Elevate Conference will Advertising Sales
largest physical activity trade physical activity sector is currently challenge the sector to fulfil this
21-23 Phoenix Court, Hawkins Rd,
event, has announced details experiencing huge momentum in potential, outlining an ambitious
Colchester, Essex CO2 8JY
of a new thought leaders’ terms of governmental support, vision for its role in society.
conference at ExCeL London. media coverage and increased Influential speakers will assess Group Advertising
Keynote speakers at the two- the evidence, analyse the current Manager: SAM REUBIN
I hope all of you who attend ISPO day, on May 9-10, free to attend state of play and present the Group Editor:
Conference, which is supported opportunities.
had a great time and completed FAE GILFILLAN
some good business. by MINDBODY, include TV “From social prescribing to Tel: [phone]
journalist and presenter Dr open data, digital disruption
Are trade shows, however, a thing of
Michael Mosley, the face of to community-wide behaviour Publisher: MATTHEW TUDOR
the past? Well Paul Sherratt believes
that they still have a future and are programmes including The Truth change, the Elevate Exhibition & Art Director: LEE WHITEFORD
About Exercise and Trust Me, Conference aims to inspire bigger
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Parliamentary Under Secretary of and decision making to unleash the Director: KEVIN DENNIS
Do you have your ear to the ground?
Well the next thing you should be State for Sport and Civil Society; DR MICHAEL full power of the physical activity Reproduction:
Virgin Active UK Managing MOSLEY sector as a force for good in society.”
doing is social listening. If you don't ACE PRE-PRESS.
know what that is then Jonathan Director, Robert Cook; and public During both days over 200 Tel: [phone]
health expert and frequently speakers will represent
Quint will guide you through this
published author Sir Muir organisations including: Photography:
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Gray CBE. Department of Health, CLIQQ PHOTOGRAPHY
What do you know about
During both days the GLL, World Health www.cliqq.co.uk
Millennials? Well Fiona Bugler tells
growing Exhibition Organisation, NHS Twitter: @CliQQphoto
you nine things every sport retailer
needs to know about them. takes centre stage and England, Sport England, Accounts: SUE CARR.
Keeping up to date is vital in boasts over 200 leading ukactive, Virgin Tel: [phone]
business and so is doing your suppliers showcasing Active, Park Run, Published by Maze Media (2000)
the very latest products DCMS, MacMillan Limited, 21-23 Phoenix Court,
research. So Paul Clapham explains
and innovations Cancer Research, Hawkins Rd, Colchester, Essex
the importance of looking into your
designed to help private David Lloyd CO2 8JY
market and not resting on your laurels.
It's a World Cup year and it's not and public sector Clubs, England All contents © Maze Media (2000)
gym operators, local Athletics, Places Limited. The views expressed in
just for the football. Lily Owsley, star this magazine are not necessarily
of Team GB's gold medal winning Rio authorities, healthcare for People, ECB those of the publisher. Every effort
professionals, personal and British Gas. is made to ensure the veracity and
2016 Olympic women's hockey team
trainers, schools, sports clubs The conference, integrity of the companies, persons,
and England's successful European products and services mentioned in
Championship winning side, talks and universities get the nation seminars and this publication and details given
moving more. Exhibitors include exhibition are all are believed to be accurate at the
to us about her career so far and her time of going to press. However, no
hopes for this year's World Cup. Matrix, MINDBODY, Dyaco, free to attend. responsibility or liability whatsoever
Concept2, JP Lennard, Core To find out more about can be accepted for any consequence
We also take a look at how Trek or repercussion of responding
Bikes are using digital advisors to help Health & Fitness, React Fitness, the full programme for the to any information or advice
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NEWS
Football is down
but vacancy
rates rally
Footfall was down year-on-
All the very latest in the sports industry...
year in January according to a
report from the British Retail
gaming experiences. As more Consortium.
consumer focus and spend moves to Footfall in January decreased by
experiences, we are well advanced in 1.6 per cent year-on-year, a deeper
ANYTIME FITNESS delivering unique, world class gaming decrease than the rate seen for
APPOINTS BEN DIXON at both local and national level. January 2017 of 1.3 per cent. This
“Having launched the Belong is slightly better than the three-
AS COMMERCIAL AND
brand just over a year ago, we have month average of -1.8 per cent, but
PROPERTY DIRECTOR now opened 19 arenas and are very below the 12-month average of -0.7
encouraged by the popularity and per cent.
Anytime Fitness has appointed
performance of these locations. Whereas, High Street footfall
Ben Dixon as its UK commercial
We look forward to collaborating fell by 1.9 per cent in January, a
and property director.
with Sports Direct to increase the deeper decline than seen the same
Ben brings over 20 years’
availability and scale of Belong and to month a year ago (-0.8 per cent).
experience in the fitness
capitalise on the increasing overlap This was below the three-month
industry to the role and will
be the driving force in helping Sports Direct to offer esports between sports and esports fans by average of -2.1 per cent.
bringing this unique experience to a However, national town centre
the company to further grow
its presence in the UK market. with Game Digital tie-up wider consumer base.” vacancy rate was 8.9 per cent in
Jon Kempster, Sports Direct's January 2018, down from 9.3 per
Ben will be responsible for
Chief Financial Officer, said: “We are cent in October 2017.
steering projects within
Sports Direct is planning to open The deal means Sports Direct very happy to partner with Game in Helen Dickinson OBE, British
Anytime Fitness’ Property,
esports areas in its stores. will gain 50 per cent of Belong’s building an increased presence in the Retail Consortium Chief-
Construction, Compliance and
It is increasing its collaboration intellectual property and be entitled esports market through the Belong Executive, said: “January painted
Procurement departments and
with games retailer Game Digital to half its profits. It has also agreed brand. This is a very good example of a picture of divided fortunes
reports to UK CEO
and is intending to allow space to sell to provide Game’s Spanish arm with building a commercial relationship with a slight improvement in
Stuart Broster.
physical games along with Belong- £55m worth of borrowing facilities, via our strategic investment town vacancy rates but decline
Ben joins Anytime Fitness
branded gaming arenas. Sports some of which could be used to open approach.” in shopper footfall. The latter
after two years as group estates
Direct brought a 25.8 per cent stake new venues. According to gaming research fell in line with the underlying
manager at Pure Gym, where
in Game last year. Martyn Gibbs, Game Digital company SuperData, at $1.5B for trend of reduced customer
he played an integral role in
Belong is the Group's competitive Chief Executive Officer, said: “I 2017, global esports revenue will activity in shopping destinations,
the day-to-day running of its
gaming and esports experience am delighted that through the grow 26 per cent by 2020 as it attracts compounded by the squeeze
200-strong estate and was a
centred around physical 'arenas', Collaboration Agreement we are able an even more mainstream audience. on discretionary spending.
key point of contact across the
bringing both casual and competitive to accelerate the implementation of a This increase will be fuelled by a Meanwhile retail sales continue
business for clubs, regional
gaming to communities nationwide, key element of our transformational viewership projected to grow 12 per to be buoyed by inflation, masking
managers and the
in city and town centres and in major strategy to move from a seller of cent each year and a swelling number the lack of real growth.
facilities team.
shopping centres. physical products to providing of third-party investments. “The more positive picture for
Prior to this, Ben spent
vacancy rates over the last quarter
over 12 years at LA Fitness,
is marginal. The Christmas trading
gaining experience at director JD Sports PSA and Dunlop period traditionally sees a boost
level and holding posts in risk
in temporary lets, as landlords
and compliance and health given Iberian extend partnership get creative with the flexible use
and safety after joining the
of space to create pop-ups. Given
company as a general manager. go ahead that planning applications for new
Ben said: “I’m delighted to be
shops have fallen for the ninth
joining such an ambitious and
year in a row, the mounting cost of
forward-thinking company at JD Sports Fashion Plc has secured The Professional Squash
property taxation will inevitably
a key time in its development. the go ahead to form a new €450m Association (PSA) have agreed
mean more empty shops on the
Having been in the fitness Iberian operation. a new three-year partnership
high street.
industry most of my career The company stated that the extension with Dunlop that sees
“Retailing is about digital and
and worked in many operating European Commission gave them the British-based brand extend
face to face interactions with
models, joining a franchise unconditional clearance for its their role as Official Ball, Racket,
customers and how the different
was the next step. With my acquisition of retailer Sport Zone. Grip, String and Luggage Partner
channels complement each other.
accumulation of commercial The deal, announced last of the PSA until 2020.
Having a business tax system
and operating experience, I felt September , will see JD combine The updated agreement also
that works to support that, not
it was time to utilise this in a its interests across Spain, Portugal sees Dunlop partner with four of
undermine it, is what the country
different way to help benefit and the Canary Islands with those of the PSA's flagship events - the PSA STEVE HEATLEY, DUNLOP’S UK GENERAL
our customers, the franchisees Sport Zone, part of European retail World Championships, British Open, MCHAINEFA CGOERM, M(LEERFCTI)A ALN ODF TFOICMEMR.Y BERDEN, PSA ncoemedms aitntedd w tho awt owrek rienm paarintn ership
and their customers, group Sonae. Canary Wharf Classic and the season-
with Government to deliver.”
the consumer.” Peter Cowgill, Executive ending PSA World Series Finals - to "We've seen increases in profile,
Diane Wehrle, Springboard
Stuart Broster added: Chairman of JD, said: “We are receive extensive on-site branding prize money and competition
Marketing and Insights Director,
“Having worked with Ben at LA delighted that this transaction, and activation opportunities at each throughout the past few years and
added: “Activity in retail parks
Fitness, I know that Anytime which gives us a significantly tournament. working closely with companies like
continues to grow, with a shift in
Fitness is gaining a highly enhanced presence across Iberia, The partnership was successfully Dunlop will help us continue to move
footfall from -0.4% in January
motivated and experienced has now formally completed. The launched during December's forward through the next three years."
2017 to +0.9% this January.
professional who is an financial benefit derived from Sport PSA World Championships in Dunlop’s UK General Manager,
Retail parks clearly now fulfil a
important piece in our future Zone will depend on how quickly Manchester where Dunlop received Steve Heatley, added: “We are
wider role for shoppers; yes, they
jigsaw. Ben will strengthen our we can deal with the store portfolio, extensive on-site exposure through delighted to renew our partnership
are convenient and functional
delivery in all aspects of our rejuvenate the offer and realise a branded exhibition area, branded with the PSA as the official suppliers
shopping locations, but are buoyed
vision including our ambitious the necessary cost reductions and player areas, branded ball plinths and of balls, rackets, strings, grips and
by the continuing growth in
growth plans and raising the synergies. on court branding. luggage. "We have enjoyed a close
online spending. Not only are they
profile of our brand and service “We therefore do not anticipate “We are delighted to have extended and successful partnership with the
efficient click and collect points,
levels. His proven experience that the acquisition will be the partnership with Dunlop for a PSA for many years and this new
but their attraction is enhanced
of managing a large health immediately earnings enhancing. further three years,” said PSA Chief three-year agreement will see Dunlop
by a wider offer, embracing
club estate at Pure Gym will However, we remain firm in our Commercial Officer Tommy Berden. supporting and investing in the game
hospitality.
be invaluable as we meet our belief that, utilising the skills “It’s already evident that Dunlop of squash at all levels.
“Herein lies the lesson for
target of having 190 Anytime of the very experienced and are keen to expand their profile “We are also looking forward
stores in urban locations of high
Fitness sites operating in the knowledgeable management within the sport - as shown with to developing and launching new
streets and shopping centres;
UK by the end of 2018.” team at Sport Zone and our own the introduction of new branding PSA endorsed product ranges
their longevity is contingent upon
Anytime Fitness currently expertise, there are significant concepts at December’s PSA World worldwide and enhancing the player
their ability to embrace all steps
has over 140 locations in opportunities to improve Championships - and we're excited and spectator experiences at key
of consumers' path to purchase,
the UK and over 4,000 operational efficiencies and to be working alongside one of the PSA tournaments, including the
which implicitly necessitates
across the world. profitability over the longer strongest brands in the sport through British Open, Canary Wharf Classic,
a first class click and collect
term across the enlarged Iberian during what is an exciting time for World Series Finals and the World
experience.
business." squash. Championships."
@SportsInsightUK
Sports Insight Full Page Feb.pdf 1 12/02/2018 16:55
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time at the Team World Cup – I’m
Nitro Swimming
sure the home crowds at the Copper
Box will really get behind them.”
As well as the senior squad wearing
Butterfly livery, the company will also signs with FINIS
supply kit to the England Youth Squad
and National Centre for Excellence,
as well as Table Tennis England staff.
Head of Talent & Performance,
FINIS are the new team be signing with an innovator like
Simon Mills, said: “We are continuing
sponsors of Nitro Swimming. FINIS.”
to forge a high-quality partnership
John Mix, FINIS Cofounder and Nitro also operates one of the
with Butterfly and I’m delighted
CEO, said: “I have always admired world’s best swim schools. Voted
they will continue to supply bespoke
Table Tennis England sign new and respected the program that ‘Austin’s Best Place To Learn
designs to the England team, as well
Mike and Tracy (Koleber) have Swimming’ for the last six years,
as having expanded their support
clothing deal with Butterfly built at Nitro Swimming. Our they build confidence and teach
to include the lower tiers of our
partnership with them is an lifelong lessons in water safety.
pathway.”
exciting opportunity to service one “I’m grateful to Nitro for
Table Tennis England have Championships in Malaysia in 2016. Since 2015, Butterfly has provided
of the best and most elite programs the opportunity to work with
signed a new four-year Taisei Imamura, President of bespoke kit to the England squad.
in the entire country.” them,” says Team Sales & Sports
agreement with their Official Tamasu Butterfly Europe, said: “We Before that, England wore the same
Founded in 2006, Nitro Marketing Manager, Keith
Clothing Supplier, Butterfly. are delighted to continue our long- generic kit worn by several other
Swimming is a USA Swimming Jizmejian. “I believe this is a
The deal will see the manufacturer standing support for Table Tennis nations, with minimal England
Gold Medal Club based in Austin, great step for both companies
continue to supply bespoke kit for the England and the English team. The branding.
Texas. The second largest as we work together to simplify
England Leopards squad, who will new kit that we are supplying takes England number two Liam
competitive team in the country swimming and help Nitro become
compete wearing the new designs advantage of the latest materials Pitchford, part of the World team
was recently ranked 11th in the the fastest team in the country.”
for the first time at the ITTF Team which are the most comfortable to Championships bronze medal-
USA Swimming Club Excellence
World Cup in London later this play in and wear. winning line-up, said the squad
Program. They have two state-of-
month. “I wish England every success in appreciated wearing their own
the-art long course pools that offer
There are red and black ‘home the Team World Cup and the other unique kit.
over 45 scheduled group options
and away’ versions of the kit, which important competitions coming up in “It always feels great to pull on an
for swimmers of all abilities that
also features a new England Table the near future.” England shirt and represent your
have helped them win 12 Texas Age
Tennis Team logo designed around Table Tennis England Chief country, but it’s felt even more special
Group Swimming Championships
the traditional three leopards badge, Executive, Sara Sutcliffe, said: “We since we’ve had our own designs,”
(TAGS).
as well as the logos of Butterfly and are proud to have extended our he said.
Head Coach and Founder Mike
Tees Sport, the Butterfly partner for relationship with Butterfly and hope Alan Ransome, Managing
Koleber said: “We have had a
specialist equipment in the British our players can continue to deliver Director of Tees Sport, said: “We
great working relationship with
Isles. world-class performances while are also delighted to join Butterfly
FINIS for several years. And we
Butterfly were keen to extend its wearing a world-class brand. in supporting the England team and
believe that FINIS has always
relationship with the England team in “We are particularly pleased that making the replica kit using the same
had swimming’s best interest at
the wake of the men’s squad winning our men’s and women’s squads will materials available to Table Tennis
their core. We are very excited to
bronze medals at the World Team wear the new kit designs for the first England members.”
@SportsInsightUK
NEWS
9
Myagi - A fresh wind and real
change for German retail
Silicon Valley retail technology show in Munich to work with
specialists Myagi opened the regional marketing teams and
doors on its German operation create a wealth of new material
in January. ready for retail staff right after the
Myagi offers more than show.
just online learning for retail Tom Mcleod, Co-founder, and
businesses. Their goal is to use CEO, Myagi, said: “Germany is
modern technology and the power a unique and professional retail
of networks to connect every market that we take very seriously.
Retail Sales Associate with the It was essential we invest here to
right knowledge and information build trust and deliver results for
to deliver amazing customer our brands and retailers. Since
experiences. the beginning, we’ve learnt a lot
Through the application of about adjusting our global model
cutting-edge communication to the specific demands of regional
technology, Myagi empowers markets. Whilst our network
Retail Businesses and their Sales crosses every border, we know that
Associates and gives brands more customers have their own culture
ways to support their customers. and buying expectations. Working Salming Canada signs Canadian positive, active and always giving 100
Richard Smith, Head of EMEA right in the market alongside our per cent in a no nonsense attitude is
development, said: “After we began brand and retail clients, we can squash sweetheart Nikole Todd appreciated by all.
four years ago in Australia and the ensure we deliver results.” Nikole Todd said: “I am very happy
UK we quickly grew globally. To For more information about to be joining the Salming team this
open a German office is a milestone Myagi or to discuss how they can Salming Canada snap up passionate showing her enduring year. Salming has exactly what I need
for us. As the biggest retail market help you transform your customer Nikole Todd. love of the game and the squash and that I am always comfortable
in Europe, Germany represents experience contact them on the Todd most recently was the PSA’s community. Her recent increased on and off the court with the shoes
both an opportunity for Myagi details below. player of the month for this past focus on the sport has yielded some from Salming. I struggled for a long
but importantly a very welcome December after her first PSA title excellent results on tour this year time with foot pain and bad shin
expansion for many of our existing For Germany: on home soil at the Simon Warner and Salming is proud to help out splints and after switching through
clients.” Email: [email protected] Memorial 5K event which has in her endeavor in the pursuit of various different shoes I had no luck
The Native Myagi App and Tel [phone] helped her number 53 PSA ranking. increase performance.” says Brian minimizing the pain.
website are fully translated and She plays on Canada’s National Mills, Canadian Brand Manager for “Ever since I switched to wearing
many brands including global For the UK/International: and coaches at the Granite Club in Salming. the Vipers I have felt great. I can't
giant Nike already host materials Email: [email protected] Toronto. “Nikki” has been a model of what thank Brian Mills and his team
in German. Myagi used the ISPO Tel [phone] “Nikole’s attitude both on and squash players and coaches should enough for the opportunity to
off the court is vibrant, fun and be for the growth of the sport, her fun, represent Salming.”
ASICS completes business
transformation programme
to accelerate growth
During 2017 ASICS radically and diverse consumer base. emerging markets.
transformed its business to Alistair Cameron, CEO of 2017 saw ASICS increase its
enable sustained growth for the ASICS EMEA said: “In 2017 we Direct to Consumer footprint across
future. have completely transformed our EMEA with new concept stores
The transformation programme, business to be fit for the future. We opened in key locations - London, YourZone45 plans
which is operational since January are encouraged by the early signs Berlin, Paris, Milan, Copenhagen
2018, focused on building closer of growth, especially in Direct to and Vienna, upgrades of five existing
customer connections, prioritising Consumer and Emerging Markets, brand stores whilst also investing in explosive growth in
strategic growth initiatives, and and are confident that our focused ASICS branded environments with
becoming more responsive to a approach and strengthened key retailers, whom ASICS see as key
rapidly changing world. organisation will deliver against our partners for growth. 2018 and Beyond
Over the last 12 months ASICS growth plans in 2018 and beyond.” Emerging Markets continued to
has sharpened its brand positioning, Although consolidated net sales realise significant growth, where
defined clear growth strategies, in EMEA for 2017 declined by five business in Russia grew by 30 per
YourZone45 is looking to be that the next 12 months will achieve
and significantly strengthened its per cent, the multi-disciplinary cent and the Middle East displayed a
a force to be reckoned with in the targeted growth and have a
organisation. By creating dedicated transformation programme began positive growth since the opening of a
2018. number of established studios
teams for strategic accounts and to positively impact the business dedicated subsidiary in 2016.
The fitness franchise are around the UK.”
emerging markets, and by building in key strategic areas – with ASICS In addition, the new ‘I Move Me’
accelerating their growth strategy YourZone45 recently hired a
digital marketing and merchandising stores showing 14 per cent growth, brand platform was developed and
and looking at opening studios in highly experienced marketing
capabilities, ASICS is better e-commerce seeing a sales uplift of will be rolled out in 2018 across
major cities and towns across the manager and franchise manager
positioned to serve its key customers 39 per cent – and strong increase in all media channels. In Lifestyle,
nation, with a target of 12 set for to be based in their soon to be
ASICS Tiger introduced the ‘What
2018. opened head office in Greenwich
The GEL’ umbrella campaign to
YourZone45 are opening their to help facilitate their successful
familiarise younger consumers with
flagship studio in Greenwich in expansion.
the unique heritage of ASICS GEL
early 2018 and currently have Typically, the minimum
technology. ASICS also reinforced
four other studios operating in the initial investment to establish
its position as the leading brand in
UK, with more scheduled to open a YourZone45 studio franchise
performance footwear with its global
throughout the year. is £70,000. For entrepreneurs
partnership with Novak Djokovic
YourZone45 Founder, Chris interested in the opportunity, the
and global music icon Steve Aoki
Elms, said: “We are gearing up for company has developed successful
will combine performance and
an exciting 2018 with new studios relationships with several lenders
lifestyle showcasing ASICS’ appeal
opening and potential franchise who can provide the rest of the
to engage with a broader audience,
owners enquiring daily from all set-up costs required to get a
while staying true to its ‘Sound Mind,
corners of the UK. I’m confident franchise started.
Sound Body’ philosophy.
www.sports-insight.co.uk
10
The National Running Show Provides
a Catalyst for the Industry
Mike Seaman, managing director of Racoon Events, the company behind the
National Running Show, explains how they put on the show and why
The inaugural National reports, running is always towards simply don’t need it. There was
Running Show took place the top. The emergence of free-to- a feeling amongst many in the
at the NEC last month and attend providers such as Parkrun, industry that runners wouldn’t
I wanted to take this opportunity combined with the increasing attend an exhibition and that they
to share some of the things that we popularity of large scale running wouldn’t spend the money required
have learned from the event. In this events and the mainstream to cover participation costs (given
article I’ll be talking about why we emergence of OCR and Ultra races the low margins in some areas of our
launched the show, what we did (the means we are rapidly becoming a industry.) As a runner myself I knew
good and the bad) and how we did it. nation of runners. Most people have this was wrong – I spend a fortune
My aim is to give you some insight access to a safe place to run and on equipment and am always buying
into how large-scale exhibitions the financial barriers to entry are new gadgets and kit, much to my
work that will then enable you to comparatively low to other sports. wife’s disdain. I was desperate to
make better informed decisions This means we are potentially just attend an event about running and I
about the events that you attend or seeing the tip of the iceberg in terms knew that my running friends
organise. of current participation stats and I were too.
believe that the running market will I should also mention at this
Why Launch a Show continue to grow exponentially over point that I’ve organised hundreds
Just About Running? the next few years. of exhibitions and conferences and
Running is a hot market right However, conventional wisdom having been working in the events
now and if you look at the Sport dictates that runners don’t spend industry for over 15 years both my
England 28-day participation much on equipment, because they personal and professional interests
had been piqued! I quickly evaluated 4) Community Lead – enabling business partners Darren Pinder
the other events in this market and and engaging the community rather and Rebecca Richardson (also the
decided I was going to launch my than selling to them – offering them founder of Breathe Unity PR) we
own version and that it would be inspiration and advice to accompany decided to make it happen.
different in the following ways: the usual kit, technology, nutrition
1) Focussed on Running – a and races What We did
narrowcast event rather than a 5) No Association with a Race The show itself took place on 20 &
multi-sports show where running is – avoiding the nervousness that 21 January at the NEC (the UK’s
the poor relation stuck in the corner can accompany visitors to pre-race largest exhibition venue) and was
expos and prevent them buying or sold out with over 120 stands in a
2) Held in January – the right time
trying products packed hall at the NEC. Over 23,000
of year for runners to plan, adopt
people registered for tickets but
brands and try new things 6) Make it cool – provide fun things
there was no guarantee that they’d
to do, access to celebrities and give
3) Large Scale Event – we needed show up, especially with snow
visitors genuine value for money
volume of both attendees and forecast on day two (normally that
products to make the event work, we So, with the plan fully formed, I left reduces attendance by about 20 per
needed celebrity speakers, at least my well paid corporate job at one of cent.) Generally, (for a consumer
ten thousand visitors and a large, the biggest events organisers in the show) you can expect 40 per cent
accessible venue world and with the support of my -50 per cent of your registrations
@SportsInsightUK