Sports Trader October/November 2013

Southern Africa’s business-to-business magazine for the sport, outdoor and leisure industries • Vol 34 No 5 • October/November 2013

What’s happening in the tackle trade Benefit from the CrossFit movement Did cycle success lead to retail sales?

Vol 34 Nr 5 October/November 2013 www.sportstrader.co.za

Industry

8 9 10 12 14 22 24 25 26 28 40

BondiBlu

Local brand BondiBlu turns 21

Brand satisfaction

African cyclists have come far.

Has this translated into sales?

Footwear Trading

Headwear offers several sales options

South African consumers are happier than international consumers with their local companies

On the cover Kakiebos (as the Afrikaans name implies) is a true South African leisurewear brand, locally available from Crown Footwear, consisting of t-shirts for men and women and shirts for men.

Their t-shirt designs have an old school edge, with designs taking strong inspiration from post-war style prints. Some of the ladies prints have a youthful quality with flowers and hearts appealing to their feminine senses.

The range is manufactured from top quality material.

For trade enquiries contact Crown Footwear on 031 700 1601, email jeremy@kswiss.co.za or visit www.kakiebos.co.za.

Publisher: Nicol du Toit Editor: Carin Hardisty Managing editor: Trudi du Toit Proofreader: Liz Milburn Features: Carin Hardisty, Nelle du Toit, Rhianah Fredericks, Trudi du Toit Design: Carin Hardisty Photography: Nicol du Toit Nelle du Toit Advertising: Nicol du Toit Subscriptions: Carin Hardisty Printing: ABC Press Distribution: Tunleys Sports Trader is published bi-monthly

by Rocklands Communications cc.

Reg. No: 1997/057165/23.

Members: N. J. & G. C. du Toit

Contact details:

PO Box 12197 Mill Street 8010 22 Rocklands Avenue, Vredehoek, Cape Town 8001 Tel: 021 461 2544 Fax: 021 461 2549 Website: www.sportstrader.co.za Facebook: SportsTraderMagazine Twitter: @SASportsTrader Advertising: nicol@sportstrader.co.za Editorial: trudi@sportstrader.co.za Subscribe: carin@sportstrader.co.za Publication information: The title and contents of Sports Trader are protected by copyright. It is a business to business publication compiled to inform, entertain and educate retailers, distributors and manufacturers of sports and outdoor equipment, footwear and clothing. It is available only to members of the sport, outdoor and activewear industries and is published bi-monthly. © Rocklands Communications.

Highlights:

Mono-brand stores help show the strength of a brand

Jordan & Co

Local manufacturing offers several benefits

Asics

Asics is not only a running brand

Canterbury

New Canterbury owners aim to have the #1 rugby brand

Opal Sports

New home for Opal Sports

Midas stores

The franchise is 30 years old

Coreban

Ex-New Balance MD Gary van Rooyen has bought Coreban

New Balance

New Balance SA has undergone restructuring

Xmas stocking

Tips for improving xmas sales

Gifts to stock for the holiday season

46 47 52 56

MoreCycle

Pro Shop buys Cycle Lab and expands into cycling

Athletics accessories How to improve sales

CrossFit

What to stock for CrossFitters

Volleyball

What is being done to grow the sport?

Outdoor

58 66 72

Tents

The latest trends in tents

How to sell … snorkelling and diving equipment

A top salesman shares his knowledge

Fishing

International brand representatives share their views of the fishing market

Regulars

Photo: Ruby Wolff

CrossFit is a growing movement and offers various sales opportunities p52

Clothing & footwear

4 30 35 36

Footwear news

News from footwear suppliers

Running shoes

2 6 15

People on the move

News about people in the industry

Brands on the move

News about brand activity in the industry

Companies on the move

News about companies in the industry

Trade shows

70

SAFTAD show

Despite international problems, the SAFTAD show keeps on going Photo: Anja Koehler

Suppliers introduce their latest running shoes

Running shoe news

News from running shoe suppliers

Headwear

What to look out for in headwear

Sport

44

Cycling

Have our cyclists’ successes resulted in more cycling sales?

The biggest trends in tents p58

p2 :: Industry Luke Barrett-Smith will be the new Puma SA MD when Ronald Rink retires at the end of the year, the brand announced just as we were going to print. Barrett-Smith had been the Puma SA sales director since Puma opened a distributorship in South Africa in 2001. Before that he was a sales agent for Speedo SA for nearly eleven years.

Read more in the February/March 2014 edition of Sports Trader.

People on

Awesome Tools has appointed Georgina Connock (nee Cartwright — pictured right) as marketing manager and Tinus Muller as key account manager.

Connock previously worked for Cape Union Mart for six years, where she was marketing manager, and will be handling all Awesome Tools’ brand marketing from their Johannesburg office. “We are extremely excited to have her,” says Bruce Woodroffe of Awesome Tools.

Muller is a fresh face to the industry and will handling all the company’s group stores and in house accounts in the Gauteng area. “He is extremely passionate and knowledgeable and we are really pleased with the results he has shown,” says Woodroffe.

The Kartal Distribution, supplier of Flexfit, Starter, Mr Lacy and other headwear and clothing brands, has appointed four new sales agents in areas across the country. Lance van Heerden (on the right) has been appointed their new Western Cape, Eastern Cape and Durban retail sales agent.

He handles all sales directly to stores for the Flexfit, Starter, 47 Brand, Mr Lacy and Happy Socks brands.

Theo Botha (on left) is their Western Cape corporate sales agent who deals directly with corporate clients and businesses. He focuses on Flexfit headwear and Blanks apparel, Mr Lacy and Happy Socks.

All Gauteng sales for all their brands will be handled by Marshall Slutzkin and Sikho Mdedetyana, who are their new Johannesburg-based regional sales agents.

Tendai “Beast” Mtawarira wore an exclusive pair of Puma boots, embossed with the words “Beast 50” to mark his 50th test for the Springboks against the All Blacks. They had the date of the game 05/10/2013 — embossed. Puma has also signed a new long-term partnership with Arsenal midfielder Santi Cazorla, who joins the likes of other evoSPEED players such as Sergio Agüero, Radamel Falcao and Olivier Giroud playing in their boots.

Sports Trader :: 2013 October/November

Sevenn, the netball clothing an equipment brand distributed by Kevro Sport, has selected Protea netball head coach Elize Kotzé as their brand ambassador. She comes with a rich netball heritage, having previously captained the Gauteng North senior SA U25 team, being voted best defender in SA and receiving her senior national colours in 1994. She also won a silver medal at the World Cup in Birmingham, England. Every year, Kotzé offers specialised training for 3 500 players at her Raloka Netball Ranch.

Kevro Sport has appointed Sharon Abbot to do brands product development and Sollie Nortjé as Sales and Marketing Manager Executive. Abbot comes with sport market apparel experience. She bought into 4th of July International in 1998, after recognising an opportunity to provide quality technically advanced sportswear. This company played a large role in pioneering sublimation on performance based fabrics, which nearly caused the end of traditional/ cotton based fabric being used for sportswear. Abbot also developed and manufactured product for most of the country’s top sports brands, events and teams such as the Bulls, Cheetahs, Lions, Springboks, etc. She brings expertise in identifying and applying technical fabrics for every sporting code to her new position.

Nortjé is now re-entering the world of sportswear and apparel, where he worked for most of his career, after a 3-year stint in office automation. He was a provincial, South African and international tennis player from 1995-2003 and studied marketing in the US at the University of Francis Marion in South Carolina before joining Xco Sport as their regional sales manager in Limpopo. He worked for Gilbert SA as National Apparel Manager before returning to Xco Sport as National Sales Manager.

“Sport is an industry I know and love and I am incredibly excited to be part of the Kevro Sport team”, says Nortjé.

Brutal, distributed by Kevro Sport, has signed Carlos Spencer (left) - “King Carlos” – as a brand ambassador. Spencer is a former Blues, Lions and All Black flyhalf who shares a heritage with the brand, which was inspired by the style and attitude of how rugby is played on the Pacific Islands.

Kevro Sport’s Acelli brand of soccer apparel and equipment, has signed Jimmy Tau (right) as their brand ambassador. Tau is a retired Bafana Bafana player, and former captain of Orlando Pirates and Kaizer Chiefs. “Soccer is the nation’s favourite sport and Tau is a soccer legend and loved by the fans,” says Martin Ferreira, MD of Kevro sport.

Skins has launched a worldwide anti-doping campaign featuring Ben Johnson … indeed, the same 100m gold medallist disgraced when he tested positive for doping at the Seoul Olympics in 1988. Skins founder, Jaime Fuller, explains that Ben Johnson agreed to join the #ChooseTheRightTrack campaign “because 25 years on, he recognises that nothing has changed and now he wants to do something about it.”

According to Fuller the campaign “will propose a series of points that we believe are required if sport is to get a grip of doping and maintain the integrity of sport.”

the move

Industry :: p3

Spencer King (here with Gio Aplon) has been hired

by Asics Europe to manage the day to day kit needs of SARU (SA Rugby Union) and the Springboks, says Alistair Cameron, CEO of Asics Europe. The new Springbok kit is being designed and developed in Europe.

“We are working closely with Jordan, who is a very strong partner, and have been for many years,” says Cameron, adding that “the Springbok sponsorship provides us with an immense opportunity worldwide to leverage the brand through our global network.”

King previously worked for Super-Brands, where he looked after the SA Rugby sponsorship and other accounts for the former Springbok technical sponsor, Canterbury.

SBR Agencies has recently celebrated their first anniversary as the distributors of the Brooks brand in South Africa and appointed three new members. “The new appointments in the team are evident of the growth and success of the brand,” says Michelle Chowles.

Nick Cape (left) and Brad Player (right) has been appointed sales agents in the Eastern Cape and Western Cape regions respectively and Pieter van der Mescht (middle) has been appointed as the Brooks technical representative and brand activation specialist in primarily Johannesburg and Pretoria. Cape has experience in the sales of sporting equipment, footwear and apparel and has also owned an appliance store for ten years.

Player was a pro cricketer for 17 years before moving into the sports industry 18 years ago. He has been working in running footwear for the last seven years.

Van der Mescht is an active triathlete and has been working within specialist running retail for the last four years. He is currently studying through Unisa for his BComm Management degree.

Malcolm Loos has recently been appointed at Slam Industries, distributors of The North Face brand. Loos will be based in Cape Town managing key accounts and Western Cape business across all The North Face categories.

Loos has been involved in the outdoor trade industry for nearly a decade, starting out at Capestorm, where he worked for over 5 years, and later joined Adventure Inc and Hi-Tec. “I am very happy and thrilled to join the team and Slam and work with such an amazing brand like The North Face,” says Loos.

Lyn Cowling, previous Levi’s brand manager at Footwear Trading, was appointed brand development manager for Amer Sports in South Africa in July this year. Salomon, Wilson, Atomic, Arc’teryx, Mavic, Suunto and Precor are all brands that are owned

by Amer Sports international, a company based in Germany.

“A brand development manager is different to a brand manager,” Cowling explains, “my job is to ensure that all the brands are aligned into the right markets within South Africa and to control brand positioning. It is very much that of a brand protection role. I need to make sure that the needs of the distributing companies, as well as international’s, are met.”

Cowling worked for Footwear Trading for 17 years before she was appointed in this overseeing position at Amer Sports.

Rob beamish (above left) of Brentoni Distributors introduced their new agent, Andries Steyn, to the trade at the SAFTAD Show. He has 15 years’ experience in the optical business, representing other well-known brands. He will be jointly responsible (with Paula Hemmings) for sales outside the Western and Eastern Cape.

Gauteng athlete Michael Davidson walked away victorious with a time of 4:06:18 from the TriRock-Durban half iron distance triathlon that took place on Sunday 22 September. The event consisted of a 1.9km swim, 90km cycle and 21km run. Inov8’s Donovan van Gelder took second place in a time of 4:11:50. “I’m thrilled beyond words,” van Gelder said, “to do well in front of my friends and family is a treat.” He was elated after crossing the finish line after “high fiving” his young daughter metres before the line.

Frank van Wezel, founder and chairman of Hi-Tec, has been awarded an Honorary Degree of Doctor of Business Administration by Anglia Ruskin University.

Every year the university celebrates the achievements of individuals who serve as role models to those graduating.

Frank van Wezel accepted this honorary award in recognition of his lifelong achievements, tireless dedication and unrivalled passion to the Global Sports and Outdoor Industry. “I feel extremely proud to have been awarded with such a great honour and to inspire a future generation of budding, young entrepreneurs,” says van Wezel.

2013 October/November :: Sports Trader

p4 :: Industry

Footwear news

Saucony shoes win awards THE SAUCONY KINVARA 4 recently won the Runner’s World Best Update award.

Wear testers declared it to be a responsive ride for efficient, medium-arched runners.

Runner’s World also gave the Omni 12 the Editor’s Choice stamp of approval in their Fall 2013 issue, while the Mirage 3 was selected as the Best Update in Spring 2013.

Other notable industry awards recently received by Saucony include: Cortana 3: Best Renovation (Running Network, Fall 2013); Xodus 4.0: Editor’s Choice (Trail Runner, Fall 2013) and Virrata: Gear of the Year (Outside, Spring 2013)

20 years of Asics Gel-Kayano THE GEL-KAYANO 20TH anniversary edition will be launched into the local running shoe market in November this year. The Gel-Kayano 20 has improved cushioning with a full length SpEVA last and a new rubber compound.

It boasts an improved ride with FluidRide technology and improved technical stretch in materials with FluidFit.

Updates in adipure360

New from Reebok REEBOK has introduced their RealFlex Transition 4.0, an athletic designed natural motion shoe that is focused on functional movement and training specific activities.

This shoe has been designed with running, weightlifting, gym, CrossFit freedom and comfort in mind. It features a tri-zoned upper construction (with modern 3D FuseFramed midfoot technology), forefoot overlays and training engineered Dual Compound that provides stability and responsive cushioning.

Its lightweight support system hugs the foot and a fluid fit design allows a ‘zero-gap’ fit that lets the foot stretch and move naturally. It has a no-sew upper that improves fit and feel, while decreasing weight and bulkiness, as well as increased cushioning that allows shock absorption in the mid-foot area.

ADIDAS recently updated their adipure360 footwear and Clima fitness ranges.

The adipure360 footwear is a minimalist footwear range advised for gym and training. The women’s adipure model has a Techfit upper that covers the front of the shoe, allowing for super flexibility, imitating natural skin movements by stretching when needed.

The woman’s-specific comfort collar at the back ensures a comfortable fit and integrated forefoot support. The non-marking outsole enhances flexibility from heel to toe and from lateral to medial. The men’s edition has a Techfit print over the front of the shoe and a mono-tongue construction to ensure a snug, comfortable fit.

Reef Brazil summer footwear ranges

New ranges from Hi-Tec HI-TEC has a range of new sandals and water shoes, the Bryce 2 women’s boot and Sierra Lite WP hiking boot. Hi-Tec is also extending the Altitude hiking boot family to the Altitude Pro RGS WP, Altitude V i WP and Altitude Sport i WP in SA. The Zamora ladies sandal features a PU upper with soft neoprene lining, dual closure system with adjustable straps, compression moulded EVA footbed and MDT carbon rubber outsole.

The White Water Aqua Bootie features a neoprene and open mesh upper with an EVA footbed and drainage ports.

The Bryce 2 is a ladies hiking boot with PU nubuck and mesh

upper with a waterproof bootie construction, moisture wicking lining, board last with steel shank, contoured sockliner and MDT outsole.

The Sierra Lite WP is, as the name implies, a lightweight waterproof but breathable midheight hiking boot.

The Altitude Pro RGS WP hiking boot features a rugged Vibram outsole, Rolling Gait System that makes heavy load carrying more comfortable, 2.2mm full grain oiled leather and a waterproof membrane that keeps feet dry in wet weather. RGS is a new technology from Vibram that aims to reduce muscle fatigue and optimizes energy output during downhill running and walking.

Sports Trader :: 2013 October/November

REEF BRAZIL has a number of new footwear ranges for the upcoming summer months.

After experiencing “an amazing response” to their closed toe shoe line, Reef has introduced the Deckhand Low in 4 classic colours for Summer 13. The vulcanized shoe features odour management and removable, washable inner soles. In the sandals category the Reef’s Rodeo Flip and Fanning sandals are available for men and the Cascade and Stargazer for women.

The Rodeo Flip sandals are lightweight performance footwear with athletic styling, water friendly synthetic nubuck upper, glueless moulded construction and EVA soles made from ECO-ONE technology, which ensures they biodegrade instead of taking up room in expanding landfills.

The Fanning surfers sandal features a contoured compression moulded EVA foot bed with anatomical arch support, full 360degree heel airbag enclosed in soft polyurethane and a Thirst Quenching Technology church key bottle opener. The foot bed offers enough grip for any waterman.

The Cascade ladies sandal features a ISA lite full grain leather strap, which has low impact on the environment, with chrome free suede lining and light leather deck. It also features Vibram’s eco step outsole.

The Stargazer features a thin sparkly strap/squishy EVA footbed which provides superior comfort and a durable rubber outsole for walking on slippery surfaces.

Brands on the move

p6 :: Industry

Skins and Mizuno “team” Evan Van Tonder, Nico Wasserval and Clare Dodd Hodgson, with Dutoit Botes, Paul Copson and Callum Lacey from local distributor Super-Brands.

Skins and Mizuno sponsor endurance events MIZUNO performance shoes and Skins compression brand, distributed

by Super-Brands, are the new technical sponsors of the FreshPak–Clanwillam Fitness Festival held in October. This annual one-day festival, now in its 27th year, consists of duathlon, biathlon and triathlon events, as well as fitness challenges for kids as well as adults “What is so special about this event is that it attracts such a wide range of athletes, from elite, novice and beginners, men and ladies, boys and girls!” says Mizuno and Skins brand manager Paul Copson.

Skins was also the technical sponsor of the 2013 WCCU Breede River Canoe Marathon. This tough two-day canoe marathon between Robertson and Swellendam attracts more than 400 canoeists.

“The Breede River Canoe Marathon is a real test of physical and mental endurance and is therefore the perfect event and target audience to market our Skins compression brand too,” says Copson.

Clive Chowles of SBR Agencies, distributors of Brooks, is pictured here holding the women’s Ghost 5 shoe at the City2City Marathon Expo.

The Road Accident Fund’s City2City Marathon Expo was held on 27 and 28 September at the James & Ethel Gray Park, Melrose, Johannesburg.

Brooks was one of the brands that showcased their latest products at the expo, which was the official registration point for the Bonitas City2City Marathon.

Morne Van Wyk, Dolphins captain, Grattan Rippon, New Balance cricket category manager, and Jesse Chellan, Dolphins CEO.

New Balance sign Dolphins NEW BALANCE SOUTH AFRICA has signed a two year deal with Sunfoil Dolphins Cricket Franchise to be kitted out in the New Balance Brand for the forthcoming season. The Dolphins, coached by legends Lance Klusner and Dale Benkenstein and captained by Morne Van Wyk, are keen to compete in all three domestic cricket competitions this season.

“As New Balance launch into the world of cricket with both Footwear and hardware it is a privilege and an honor to be associated with one of the oldest and most traditional franchise teams in South Africa,” says Grattan Rippon, New Balance cricket category manager. Their matches are well supported by a local crowd of up to 25 000 people.

The preparation for this upcoming season and the combination of the squad will go a long way to securing a lot of success in all three of the domestic competitions, says Jesse Chellan, Dolphins CEO. The Momentum One Day Cup matches start early next month and is followed by the Sunfoil four-day series and culminates in the Ram Slam pro 20 series towards the end of the season.

Both the Ram Slam and the Momentum Cup are televised nationally around South Africa.

GoPro has introduced a free-to-use wireless application for the GoPro Hero3 and WiFi enabled Hero2 cameras compatible with iOS, Android and Windows 8 devices. The app allows the user to control their GoPro camera and content, allowing them to playback photos and videos and directly upload and share them via social media platforms. GoPro products are locally distributed by Omnico.

New Puma app PUMA has released their new Pumatrac running app for iPhone use. The app analyses how external conditions impact the users’ running performance and is designed to motivate them to get the most from a workout, while having fun. It lets the user know if they run faster in the rain, in the morning or at night time as well as to which style of music – classical, dance, hip hop, etc. and they can share the information with friends through social media.

Pumatrac uses available data such as moon phases, weather, location, etc. to provide a report and shows the distance and calories burned.

Users can share their running routes or follow suggested running routes the GPS locator offers.

Sports Trader :: 2013 October/November

New Russell Athletic Collection RUSSELL ATHLETIC, locally distributed by Bertuzzi, has introduced a three part Spring/Summer 2013 collection.

Their Vintage variety offers an authentic sportswear look that reflects the brand’s heritage. It features shorts, sweats and tees that use a fusion of traditional sports and summer colours. Star and stripe details on the garment reflect the brand’s American heritage.

The brand now also offers a larger variety of styles and colours in their swim shorts range.

Their University Store Collection has been designed to give the look and feel of college lifestyle and features a new wind jacket that has been inspired by previous baseball jackets in their collections.

Their most popular and updated Russell Arch Logo collection features graphic tees and applications in a variety of new colours.

p8 :: Industry

T

his year BondiBlu turned 21. Now that the brand has reached adulthood, brand owner Ian Schoeman can reflect on how his brand became the leader in middle market fashion eyewear and successfully penetrated the sports market across all codes.

Had he been able to see this far into the future, he might have slept better in that stressful period in 1992 when he launched the brand. While pacing up and down in front of his young son’s bedroom at night, he was asking himself: did he do the right thing by resigning a good job as Le Specs and Ray Ban sales manager at SDM Optics, in order to establish his own brand?

Twenty-one years later he has the answer: “The product sells,” he says. “People love the BondiBlu brand and the products. Consumers trust the brand and believe in it.”

In 1992, at age 33, Schoeman had felt he knew something about the sunglass industry — before being asked to join SDM Optics, he was sales manager at Cool Ray for two years.

Knew the market He was an experienced salesman: he started his career as a sales rep for Max Factor and became the youngest national sales manager at age 25. After Max Factor pulled out during the sanction years, he worked for Tina cosmetics. This experience of sales and marketing had given him a pretty good idea of what the customer wanted.

He therefore itched to do his own thing. “I was passionate about the industry. I felt a need for a sunglass that was young and exciting.

There was a gap in this 16-24 year old market and I wanted to give these customers something that they could call their own, something young and fresh. I wanted to choose my own styles, I wanted to see people wearing my brand, and I wanted to be more involved with the actual design of styling and purchasing of product.”

Sports Trader :: 2013 October/November

BondiBlu turns 21 When Ian Schoeman took the gamble to resign from a secure job to create his own eyewear brand, he was questioning if he did the right thing. The past two decades provided the answer: BondiBlu has become a successful brand, loved by consumers The product sells. People love the BondiBlu brand and the products. Consumers trust the brand He therefore risked the security of a job, house and car, sourced 17 styles in a brand he named BondiBlu to evoke the image of exotic beaches, and went knocking on retail doors.

“It was very hard to get into retail. I needed to get a couple of retailers to take on the product,” he says. He told himself the most important thing was to get onto the beaches — to land and establish a base, like in World War ll.

“Once we got into one or two retailers, it was just a matter of keeping the snowball moving.” He also exhibited at the SASGAM trade show, where he opened many retail accounts.

They eventually established a very strong independent support base. “Independents are the life blood of the company,” he says.

“We’re very aggressive in independents,” he continues. We’ve always been quite aggressive in what we do, keeping our eye on the ball.”

They have a clearly defined profile for the brand and do not attempt to compete with other expensive or high fashion eyewear brands on the market. “We operate very much in the middle market.”

The main reason for their success is because they give the consumers what they want, says Schoeman. “There is a real affection for the brand.”

But, they also won retail customers by making excellent service levels a top priority.

He also believes that you can only build a brand by advertising and creating awareness.

Although they initially entered the sports and outdoor market through surf stores — and still sell to surf stores — Schoeman says BondiBlu never claimed to be a surf brand. They are indeed now in stores covering all sporting codes

where people perform in the sun. Cycling and running are big markets for them, and they do very well in fishing stores. They are even in leading golf chains.

Golfers spend 3 ½-4 hours on a golf course — 2-3% of that time is actually spent on hitting the ball, the rest of the time they are walking around the course (or driving) in the sun, he explains.

“More and more people are becoming aware of the danger of the sun causing cancer and other damage,” Schoeman says. Polarised lenses have therefore become a big development over the past ten years.

The BondiBlu Platinum Polarised range sells at a higher price than their ordinary eyewear, but it is a top quality product, he explains.

“The TAC lens is actually three lenses — acetate, polarised and again acetate — which makes it scratch resistant. The biggest problem with polarisation on lenses is that it scratches.” The acetate coating also protects against shattering.

Apart from the growth in demand for polarisation, one of the main changes in the eyewear business he had seen in recent years was the return of the Ray Ban aviator and Wayfarer styles. “If you walk through Milan you’ll see the husband, wife, teenage daughter and younger son all wearing this style. It has stood the test of time.”

After 21 years he still gets very excited when a new shipment arrives and can barely wait to see the finished products in a new range.

Schoeman says he still cannot relax and enjoy the success — he believes in order to succeed you have to be in a constant state of paranoia in order to stay ahead of the competition.

“Competition is a healthy thing, it makes you want to do things.” For example, eyewear sales in a major golfing chain jumped more than 130% after they started stocking BondiBlu because the interest caused by the new brand, stimulated sales of eyewear across the board and all brands, he recounts.

SA brands & retailers satisfy customers South African consumers are more satisfied with the performance of athletic shoe brands and clothing retailers than consumers in the rest of the world — and adidas and Woolworths satisfy the most

A

didas is the athletic shoe brand that keeps their South African customers the most satisfied, and Woolworths is the clothing store that gives the most customer satisfaction, says prof. Adré Schreuder (below), founder and chair of the South African Customer Satisfaction Index (SAcsi).

The South African athletic shoe industry as a whole set a new international benchmark for customer satisfaction, scoring 89 out of a 100 for customer satisfaction, according to the (SAcsi). This rating is above the 80 out of a 100 scored by the US. The South African athletic shoe industry also has the highest customer satisfaction rating amongst the fifteen industries that have already been measured this year, says Schreuder.

Adidas received a 2.4% above industry average rating, Nike received a slightly lower 0.9%. Puma, on the other hand, received a 2.4% below the industry average.

“Puma customers reported the highest expectation of the brand, so although this brought down their score somewhat, it must be seen in the context of Puma having the highest expectations from its customers — of course, very high expectations are difficult to exceed, and this affects the index,” says Schreuder.

The SAcsi offers an independent national scale of customer satisfacThe SA athletic tion of quality products and servicshoe industry set es available to household consumers in South Africa. The index also a new internationallows companies to improve cusal benchmark tomer satisfaction by reflecting on previous results.

They ask customers what they expected from the product before they bought it, and then ask them about their experience after having bought the product. They found that South African consumers have very high expectations of the athletic shoe brands measured. Adidas and Nike exceeded customer expectations and Puma met customer expectations.

South African clothing retailers, on the other hand, scored 82 out of 100 according to the index and rank the highest internationally, above countries such as Singapore (70) and South Korea (71).

Retail outlets included in the index based on their market share are Woolworths, Ackermans, Pep Stores, Mr Price, Jet, Edgars, Truworths and Woolworths. Woolworths received a 6.9% above industry average score, followed by Ackermans at 1.7% and Pep Stores at 0.9%. Mr Price received a 1.8% below industry average score, while Jet scored a 2.6% below industry average.

“If we look more closely at the results, they tell us that Woolworths’ position as the industry leader is directly linked to the retailers’ ability to exceed their customers’ expectations. Pep Stores also exceeded their customers’ expectations, and scored highest on value for money.

The results also show that all the clothing brands have scored well on customer loyalty, meaning that clothing retail customers are very likely to continue to shop at their preferred clothing retailer,” says Schreuder.

These reports were compiled using data collected telephonically and from web-based surveys between April and June 2013.

p10 :: Apparel & Footwear

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Brand stores benefit retailers

Mono-brand stores are valuable tools to market a brand, Footwear Trading found. This also benefits their retail customers

ono-brand flagship stores have become invaluable marketing tools to promote and showcase the entire collection of a brand — and instead of viewing these stores as competition, retailers should consider them tools for showing the consumer the strength of the brand, as well as brand advertising mediums from which they will benefit, explains Footwear Trading director Laurence Slotsky.

He says that where there is a mono-brand store in a centre, the multi-brand stores in the centre benefit from the brand’s exposure.

Despite the lure of online trading, mall trawling teenagers want to see, touch and feel the latest clothing and shoes. For them, a Saturday morning’s entertainment consists of seeing what is new in stores.

“In a mono-brand store, you are presenting the brand to the consumer,” says Slotsky. “You can create the correct look and feel and show the brand’s DNA, and thereby grow the brand’s equity and credibility, which is not possible in a multi-brand store. That is why all the major global fashion brands showcase their footprint through mono stores.”

A multi-brand store must portray its own identity by creating an identifiable look and feel for the store as a whole. It cannot allow each brand to dictate how, and what, goods must be displayed. Many brands compete for shelf space and the store will stock and promote those items that they believe suit their target market best.

In a mono-brand store all items produced by a brand can be showcased — and consumer demand can be tested. Often, winners emerge from a mono-branded store and this information can also help retailers to grow their own sales through new products with a proven demand, explains Slotsky.

That is why Footwear Trading has developed a two-tier strategy for their business: flagship mono-brand retail stores as well as wholesal-

Sports Trader :: 2013 October/November

ing to their large retail customer base.

“We don’t compete against our customers, because we don’t discount in our own brand stores,” says Slotsky. “In fact, our pricing is often more expensive than many other stores who are able to give discounts on an ad hoc basis.

“We opened the mono-brand stores to elevate the equity of the brands, and to market and showcase our brands.”

The international reality is that marketing brands to consumers is going to become tougher in future — and all possible tools therefore need to be employed, he cautions further.

It is a given that prices have to go up if you want to keep quality the same, says Slotsky.

‘Our industry is tough, nothing comes easily anymore, every day brings huge challenges, hurdles and barriers to trade — but its in our blood and we love it!’

The Chinese currency is growing stronger and their labour rates are going up. Secure, stable sourcing supplies are becoming more of a challenge as factories are closing down and minimum order quantities are going up.

While many brands have built up and maintained strong relationships with factory owners for many years, a shift has occurred. “It is becoming economic driven as opposed to relationship driven. Many factory owners now just want to make a fast buck.”

Add to that the volatile South African Rand, rising unemployment and prices across the board, reduced consumer spending … and it becomes clear that building brands is not for sissies.

Despite these challenges, the Footwear Trad-

ing brands are doing very well, says Slotsky.

Jeep has traction Jeep footwear is the newest addition to their stable and “it has good traction and is selling, with good repeat orders coming through”.

Retailers who had the foresight to buy into the brand are seeing very positive results because the range is basic and commercial and has credibility in the market says Slotsky. “It was critical to establish and seed the product slowly and grow the market through the right distribution channels with the right product in the right stores.”

They share Jeep sales reps with Musgrave Agency, whom he praises for doing a wonderful job in establishing Jeep as clothing brand.

Footwear Trading obtained the license to develop and distribute a complementary shoe range at the end of 2012.

“Jeep has fantastic traction as a brand and has become a trusted brand name in the lifestyle and outdoor industries.”

Apart from very good basic styling, another strength of the brand is that it is available in large sizes — up to 13 and 14 UK — to cater for all South African feet.

The comfort and available sizes are some of the reasons why some styles, like the ordinary slip-ons, are “flying off the shelves”, he believes.

The ever-growing black market is now starting to wear outdoor brands and the emerging market customers are buying into the brand.

Skechers is rocking “Skechers reinvented themselves globally and has experienced amazing growth in all markets— over the past year the product ranges have been exciting and innovative and it is as if it has been reborn as a new company.”

In South Africa, the brand has overcome some challenges of the past. “We have gone back to all the strengths of the Skechers core product lines, and have also introduced the latest in-

Apparel & Footwear :: p11 novative product,” says Slotsky. They can now hardly keep up with the retail demand.

“Skechers is the brand to watch, the numbers are simply rocketing up. With the right products we have experienced growth of up to 50% in our own stores, as well as excellent sales through our independent retail network,” says Slotsky.

“The penetration into the black consumer market has shown substantial growth.”

Levi’s independent growth Levi’s has also shown sizeable growth from 2012 due to the commercial quality product offering that is well priced, he says.

“The trend is moving back to hi-tops.” The Levi Dunks are equivalent of the iconic Levi 501 jean.

“We are back to basic commercial, uncomplicated saleable products, and that is what is doing the trick,” says Slotsky. “Our ladies footwear range has also had outstanding traction both in fashion and core products.”

They have also focused their range more by introducing fewer styles, with more depth and more stock in each style.

Fila stable The Italian brand Fila is still a stable performer, with continued growth momentum.

“Lynton (Picker, brand manager) has sourced and put together a very commercial range of stunning products with outstanding uppers

The ever-growing black market is now starting to wear outdoor brands and the emerging market customers are buying into the brand and special materials,” enthuses Slotsky. “The core basic product is incredible and continues to show excellent sales growth nationally.

They are also looking at possibly introducing the international global product range in the future.”

But, the classics always sell well.

Diesel black gold “If you know and understand the niche brand Diesel footwear and its consumers, then it will be black gold for you,” says Slotsky.

“This brand has limited distribution, but for those retailers who sell up-market premium product … it is a must.”

But, he cautions, the store has to have premium luxury brands, and attract those consumers who are completely fashion and brand conscious.

To summarise: “Our industry is tough, nothing comes easily anymore, every day brings huge challenges, hurdles and barriers to trade — but its in our blood and we love it!” says Slotsky.

Short News • Fila has launched a microsite — filais.com (Fila Is) — that features interviews with streetwear legends and emerging street artists. It serves as a dedicated resource supporting sneaker culture.

• The European outdoor brand sector continues to grow well relative to the economy, with a low single digit growth overall in Europe, according to research from the latest phase of the ongoing market research programme by the European Outdoor Group (EOG).

Increases have been seen in apparel, backpacks, luggage and climbing equipment whilst performance in footwear and climbing equipment categories were mixed.

• American outdoor sales grew 1.5% in June to $1.05-bn, reports OIA VantagePoint, the only point-of-sale data platform built specifically for the US outdoor industry. In July apparel sales grew 1.9% to $190.5-m, but footwear dropped 9.4% in June to $265.8-m. Hardgoods sales increased 8.5% to $590.6-m.

p12 :: Industry

Upswing in local manufacturing

Jordan & Co MD Brian Pollock and marketing manager Rykie van der Merwe.

Jordan & Co is one of the few South African footwear manufacturers that survived the exodus to Chinese factories and now benefit from a growing demand for local manufacturing

D

uring the fateful two month period in 2005 when the international brands transferred the hundreds of thousands of pairs of shoes Jordan & Co made for them to factories in China, everybody predicted the demise of the Jordan factory founded in 1899 in Wellington.

These predictions were not only premature … they were way off target. The Jordan footwear factory has not only survived — it has won back business from China.

Up until the mid-1990’s the Jordan factory supplied a large proportion of the footwear worn in the local market … from school kids to rugby and soccer players to the historical pair of shoes worn by ex-president Nelson Mandela when he walked from prison to become a world icon.

But, once the WTO lifted restrictions against imports from China, the brands that manufactured locally were swept up in the international flood flowing to China. Within two years more than 90% of the footwear manufactured in South Africa moved to China. Locally manufacturing dropped from 165-m pairs to 15-m.

To add insult to injury, the mass manufactured imports were cheaper than the locally manu-

Olympic cycling shoes have been doing especially well, says Gordon Stokes.

‘We’ve woken up to the possibilities of local manufacturing. Now that we have to adapt or die, we adapted very quickly.’ factured shoes, further reducing the demand for local footwear.

By 2007 the Jordan factory was producing 3 000 pairs a day, compared to 8 000 pairs a few years before.

Win back business But now, the volatile manufacturing problems China and other Asian countries are experiencing have prompted a new look at local manufacturing. This look became a serious consideration with the drop in the exchange rate from R6.50-R7/$ to R10/$ over the past year.

In addition, changes in local market needs have made local manufacturing a much more attractive proposition.

One of the main reasons why they could win back business from China, is a greater demand for a fast turnaround time from retail chains, says Pollock.

Lead times have become less and many chain stores want the product in-store within 40 days of placing an order. “It takes at least 90-120 days to get merchandise from China.”

Greater flexibility is another reason. When manufacturing in China you can’t suddenly change direction when you realise that the slip-on style sells better than the lace-ups — but that is possible when manufacturing locally, explains Pollock. Especially, when an experienced manufacturer orders sufficient core material up front.

“We’ve woken up to the possibilities of local manufacturing,” he says. “Now that we have

to adapt or die, we adapted very quickly.”

Not that local manufacturing is without obstacles. Local suppliers of raw materials like eyelets, nylons and other components were as hard hit as the shoe factories when production shifted to China, and many of them were forced to shut down, says factory manager Mike Childes. “A whole infrastructure that existed 20-30 years ago has all but gone.”

Tenders used to provide a lucrative income for local manufacturers — but no more. “If you rely on tenders, you don’t know where your next breakfast is coming from. Tendering has become a volatile business.”

International brands return Because Jordan & Co used to manufacture for international brands like Nike, adidas and Puma in the past, their factory complies with the brands’ stringent international standards for labour, sustainable and environmental-friendly manufacturing.

“We have gone through the environmental and sustainability audits as manufacturers before and got approval from the brands,” says Pollock. “We are squeaky clean.”

This gives them a lot of credibility as a manufacturer — not only with local retailers and brand builders, but also with international brands who are seeing the benefits of local manufacturing of certain ranges.

Puma, for example, now have their Cheetahs and Bulls supporter vellies, as well as a colourful lifestyle sneaker range, manufactured

by Jordan.

But, says Pollock, while the pairs they manufacture for Puma and the house brands they make for retail chains are a big bonus, “we’ve got to build our own brands”.

Jordan survived because their brands kept them going, says Pollock. Without their brands, they wouldn’t have been To p14

Mike Childes and Gordon Gassart with some of the Puma shoes they have been making in the Jordan factory.

BletchleyPark/5118/SportTrad

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As Advertised in the Daily Sun

p14 :: Industry

“The only way to build a business is to build on your brands. Without brands, we wouldn’t have survived”

Jordan & Co cont from p12 Katsumi Kato (Director Asics Global Sales), Jurie Roux (SARU CEO), Mark Alexander (SARU deputy president), Alistair Cameron (Asics EMEA CEO), Motoi Oyama (president and CEO Asics Global) and Max Keen (ASICS Brand and Sports Marketing Manager) during the technical apparel partnership announcement. ©Barry Aldworth/BackpagePix

Asics now general sport brand Well-known in running circles, Asics will from next year be counted amongst the serious rugby and netball brands in South Africa When Asics signed a 6-year deal to become the new sponsor of the Springboks, they announced to the South African market that they want to break out of the running mould, where they were the market leader, to become a serious contender in the general sports market.

The deal with the SA Rugby Union (SARU) to supply technical apparel to the Springboks and related national teams, will start on January 1 2014 and end on 31 December 2019. It will therefore include the Rugby World Cups in England in 2015 and Japan — where Asics headquarters is based — in 2019.

The announcement was attended by high-ranking Asics international representatives, including the global CEO and president, Motoi Oyama, the director of Asics global sales, Katsumi Kato, the CEO of Asics EMEA, Alistair Cameron, and Asics Brand and Sports Marketing Manager, Max Keen.

“Making use of local manufacturers was one of the criteria in the tendering process and we have been impressed in the way Asics has approached this,” said Jurie Roux, SARU CEO. “Their team has already held a number of discussions with potential suppliers around the country.”

The technical apparel Asics will provide SARU will benefit from the research at the company's Institute of Sport Science and will provide specific technologies to improve performance, through posture management and muscle support.

The new apparel will include compression fabrics to improve blood circulation, hightech laser cut ventilation, ergonomic design and recycled materials.

“We are extremely excited about expanding our cutting edge performance products into the rugby market and in particular working alongside one of the leading partners in that market — the South African Rugby Union,” said Cameron.

Sports Trader :: 2013 October/November

“With South Africa providing huge growth potential, Asics’ partnership with SARU is a chance for us to continue to build our brand awareness and positioning in the South African market, whilst also supporting the Springboks in their quest to become the number one rugby side in the world.”

The new Asics kit will only be revealed later in the year, says Roux, and it will make its first appearance in action in next year’s HSBC World Sevens Series in the US in January.

The technical apparel Asics will provide SARU will benefit from the research at the company's Institute of Sport Science The rugby announcement was followed by an agreement with Netball SA that Asics would supply the Proteas, and related teams, with teamwear, netball shoes and training footwear. They will also present workshops to educate netball players about the importance of wearing a proper netball shoe, says Rykie van der Merwe of distributor Jordan & Co, who signed the agreement.

Asics sponsor a number of South African athletes with national colours — other than running — for example, cricketer Vernon Philander and hockey players Clinton Panther and Shirley Russell.

Internationally, Asics currently sponsor a range of teams and athletes, including the Australian rugby and cricket teams, as well as their athletic federation.

Other teams include the athletics federations of France, Italy, Netherlands and Japan, and leading athletes such as Gael Monfils (tennis), Sam Stosur (tennis), Christophe LeMaitre (athletics), Jan Frodeno (triathlon) and Helen Jenkins (triathlon).

able to stay afloat. “The only way to build a business is to build on your brands.”

Bronx, their own locally manufactured brand, is extremely strong and “sells all over place”, he says.

One of the factors that helped create a big demand for the leather shoes from their own Jordan and Bronx brands, is the cost increase of raw materials like PU. This narrowed the price gap between PU and the leather shoes they supply, considerably.

“PU’s are selling less because people prefer leather. If you’re going to buy a PU shoe at around R179-189, and we can supply a leather shoe at R199-210, you’re going to ask yourself: why am I buying a plastic shoe for R189, when I can buy a leather shoe for an extra R10-20?”

A few years ago the price difference between PU and leather was R50-60, then, people who didn’t have enough money bought PU shoes.

Benefit from currency Their more affordable Olympic active footwear brand benefitted from the drop in Rand value over the past year. “It always comes into its own the minute you have a currency going totally mad,” says Pollock.

As the Rand/$ value drops, the price difference between an entry level product from a top brand and an Olympic model grows proportionally. “You will no longer find an entry level model of a top international brand for R399, it will be closer to R599, but Olympic will still sell for R199,” he explains.

A cash-strapped consumer will therefore no longer consider the international branded product a viable entry level option.

Since most customers are cutting back on stock holding, they have also reduced their risk by cutting back on ranges. “Some chains give orders up front, but our 700 independents don’t place orders until a range is ready.” They can therefore no longer have a separate range just for independents, as they used to have in the past. Independent orders will now have to piggy back on the forward orders placed by chains.

“Especially in sport, where retailers will take minimum volumes in pairs, you can’t hold the speciality lines unless you get the turnover.”

The fact that China demands minimum orders, makes it even more difficult to supply lines (like spikes) that have a low turnover.

Olympic’s strength lies in cycling — by far the leading seller for the brand, says Gordon Stokes. This is followed by soccer, where the brand is very popular, and cross-trainers — especially in the school market.

Companies on the move Industry :: p15

Gilbert’s 2015 WC ball design and SARLA sponsorship

Martin Fereirra (MD Kevro Sport), Arnie van Rooyen (CEO of Griquas Rugby) and Sollie Nortjé (National Sales and Marketing Manager: Kevro Sport) concluded the deal for Griquas.

Brutal signs provincial rugby KEVRO SPORT’S rugby brand, Brutal has signed long-term agreements to be the official equipment and apparel supplier of five provincial rugby teams — Griquas, Pumas, Leopards, Falcons and SWD. The provincial team sponsorships is the largest offered by a private company in the last ten years.

Brutal has been developing and testing apparel, equipment and balls over the last five years, says Martin Ferreira, Kevro Sport MD. They are honoured and proud to fill the needs and to be associated with these teams.

GILBERT has launched the design of the official match ball for Rugby World Cup 2015. Gilbert has also announced its partnership with The South African Rugby Legends Association (SARLA), where the brand will become the exclusive ball and equipment supplier of SARLA at all events and clinics. This, among other agreements with the likes of SA Rugby, Rugby World Cup 2015 as well as other world leading organisations strengthens Gilbert’s position as a rugby brand.

“It is indeed an honor and privilege to form this partnership between The South African Rugby Legends Association and the leading rugby ball brand in the world, Gilbert,” says Stefan Terblanche, CEO of SARLA. The design of the 2015 WC ball that will be used in England took its inspiration from the modern classic tournament look and feel that will be synonymous with the world’s third-largest sports event, says Gilbert.

Contrasting colours on the ends of the ball enhance visibility for passing and bold colours along the seams provide kickers with strong visual references. The design also features the official tournament social media handle #RWC2015.Attention now turns to the technical development of the Rugby World Cup 2015 official match ball.

As with previous Rugby World Cups, the new ball will be in use for over a year prior to the England 2015 tournament, in both domestic and international rugby. This will ensure that almost every professional player in the world will be familiar with the ball well before RWC 2015 kicks off.

Nike We Run Jozi grow sport

Big 5 Showdown attracts crowds 60 CROSSFIT teams competed for the championship title at the Big 5 Showdown, hosted by Platinum CrossFit and sponsored by Reebok, on 31 August and 1 September. It is a fitness competition featuring some of the world’s top CrossFit athletes and CrossFitters from South Africa.

As expected, the exhibition team of top international athletes, dubbed the Reebok team, beat the local teams competing in front of enthusiastic crowds in the Amphitheatre at the Cresta Shopping Mall.

“The competition amongst these athletes was a true display of endurance, strength, energy and unwavering perseverance. Reebok is extremely proud to be associated with an event that has proved to be such a success,” says Steve Young, Reebok Communication Manager.

NIKE has linked several projects to grow running participation to the We Run Jozi 10km night race, which took place on 12 October this year.

The 10,000 runners ran through the heart of the Johannesburg CBD, with the route splitting, so that half of the field moved “Uptown’ and the other half ‘Downtown’ for the same distance.

A portion of the race fee will be donated to Alex Butterflies, the running development programme for children aged 7-12 years, founded with the proceeds of the race last year. The programme, managed by professional coaches, introduces children to running in a fun and safe environment.

The Nike+ leader-board — a digital challenge on www.movejozi.co.za — encouraged runners to run more and collectively reach the South African target of 375,000 kilometers by race day.

2013 October/November :: Sports Trader

p16 :: Industry

Companies on the move

Adidas SA is a Top Employer

ADIDAS SA has been awarded an exclusive Top Employers South Africa 2014 Certification and has been voted Europe’s biggest apparel brand, according to German trade magazine Textilwirtchaft. The employers award is based on independent research by the Top Employers Institute, which found that adidas SA offers its employees “outstanding working con- Roddy van Breda (left), adidas SA MD, accepting the ditions and looks after its Top Employer South Africa 2014 award. staff exceptionally well”.

According to the latest issue of Textilwirtschaft, adidas — with sales of €6.3bn — followed by Esprit (€2.6-bn) and Tommy Hilfiger (€2.5-bn) are the top apparel brands in Europe. Puma’s holding company, Kering, increased apparel sales 15% and are now the 5th biggest in Europe.

Look forward to Puma’s 2014 products

PUMA SA recently held a media launch to offer a glimpse of their exciting new products for 2014. Retailers can look forward to new developments in the brand’s sport and leisure apparel and footwear, with the first new items launched in February 2014. Puma is very excited about the new launches and promise that retailers can expect to see some first ever’s in the new ranges.

Puma SA’s Scott Pringle (above left), lifestyle business manager, and Collin Allin (above right), performance business manager, — photographed here with marketing director Brett Bellinger — presented the ranges.

Billabong back on course?

BILLABONG INTERNATIONAL has entered into refinancing agreements with the C/O Consortium (Centerbridge Partners and Oaktree Capital Management), appointed Neil Fiske (right) as CEO and restructured its board of directors.

Board members accepted this new proposal from the C/O Consortium because it provided Billabong with cheaper debt and more cash to restructure the company than the proposal they previously accepted from Altamont Capital Partners. The deal will enable them to repay the $294-m loan from Altamont Capital Partners they accepted in July.

In return for a 6-year secured loan of $386-m, $185-m equity placement, share options and revolving credit of up to $140-m, the consortium may nominate three representatives to Billabong's board.

New CEO and MD Fiske joins Billabong from the Canadian private equity firm Onex, where he was an advisor on retail. Before that he turned around the fortunes of struggling Eddie Bauer US outdoor brand. He also has experience of turning around retail group Bath and Body Works, was a partner in a retail consulting group and helped build brands.

Sports Trader :: 2013 October/November

Massmart sales up 8.9% MASSMART increased their total sales 8.9% to R32.37-bn, but comparable sales increased only 5.5%, in the six months to 23 June 2013. Game SA is still struggling (1% growth to R7.6-bn), but Game Africa sales grew 16% and Makro grew sales 13.7% to R8.6-bn.

General merchandise sales slowed down in the period, and their own labels outperformed branded goods. “We saw that lower LSM customers tend to switch to our Trojan and Campmaster brands in the middle of the month,” says financial director Ilan Zwarenstein.

“A slowdown in general merchandise sales is a category problem across the world,” says CEO Grant Pattison. The tough trading conditions especially affected lower LSM and middle class customers, while top end goods are less affected, he said, confirming observations by others in the industry. “The higher the LSM the brand is targeted at, the better the retailer does.”

High rates of unemployment, labour unrest and unsecured lending were the main factors affecting consumers that resulted in lower growth and sales in specifically Game stores, says Zwarenstein.

General merchandise in Makro, however, sold better.

During the 6-month period three “new-look” Game stores were opened in Fourways, Bel-Air and the Free State. “All new stores will have this new look and feel, for example, with shelves not higher than 2m,” says COO Guy Hayward. Some existing stores will also be upgraded with the new look.

A new Makro opened in Alberton in April this year, bringing the total of stores to 19. In September the Amanzimtoti store (relocated from Rossborough) will be opened. Their strategy is to purchase instead of lease properties.

They will be introducing the George lifestyle clothing brand from the UK, but will first test market acceptance and the right styles in pop-up shops later this year. While they aim at stocking the George essential range in Game, they will be focusing on baby wear in Makro.

Massmart currently have 29 stores in three formats (Game, Builders Warehouse, Wholesalers) in 11 African countries outside South Africa, which grew sales 11% to R2.5-bn over the past 6 months.

“Compared to our competitors our African stores are huge, with the average annual sales per store R172-m,” says Hayward. “With average GDP growth of 6.8% predicted between 2013-17 in eight of these countries, and Zambia and Mozambique expecting almost 8% growth, the potential in Africa is huge.”

They will be opening two new Game stores in Mozambique and Zambia over the next year and six new Game stores in Kenya, Nigeria and Angola during 2014-2015. They have appointed a West African area manager and an African executive team, and will be making more African appointments.

They will also be introducing Walmart.com, selling 1.5-m items online — including items in 30 sport and outdoor categories — in South Africa. The new Makro website will be launched in 2014.

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p18 :: Industry

Companies on the move Inov8 sales rising

Duesouth W2W retail partner

SALES from Inov8, locally distributed by Rebel Elite Fitness, are expected to rise to the equivalent of more than $30-m at the end of this year, up from $20-m in 2012. The US, where trail running, CrossFit and triathlon are becoming more prevalent, accounts for about half of this young British company’s sales, which celebrated its 10th anniversary in June 2012.

To help manage the company’s strong international growth, Inov8 has recruited a string of executives. James McKay, who has been headhunted from adidas (where he was global senior product manager) to act as global product director. Rob Maynard, who previously worked as financial director at Pentland Brands (Kickers and Ted Baker) has been appointed a finance director. Inov8 also hired Tim Parkin from Asics to act as head of European sales.

Financially, the growth of the company has been supported by an investment of £12-m (€14.3-m — 18.8-m) in May 2012 by a British private equity firm, Isis Equity Partners, which acquired a minority stake in Inov8 from Wayne Edy, the company’s founder.

DUESOUTH has been appointed the official retail partner of the FNB Wines2Whales (W2W) mountain biking events. The outdoor retail chain featured the FNB W2W MTB window displays in 41 stores across the country between Thursday 19 September and Tuesday 22 October this year.

The FNB W2W is a 3-stage event which that takes place from 1–10 November. The route starts off in the winelands of Somerset West and crosses 13 wineries, 26 private farms, 6 mountains, historic roads and mountain passes and nature conservation areas before finishing within sight of the famous whales of Hermanus.

Nike has mixed results NIKE revenues grew 8% to $7-bn in the first quarter of their financial year, but sales in Emerging Markets (including South Africa) and Greater China were flat compared to the same period last year. While sales in Japan dropped 20%, North America and Europe had double-digit growth.

In the Emerging Markets footwear and apparel sales grew 1%, but equipment sales dropped 9%.Total revenues grew 1% to $902-m.

Globally, Nike brand revenue increased by 7% to $6.5-bn, with the highest growth in footwear (7%) and equipment only recording 4% growth.

In the first quarter, ending 31 August, there was growth in running, basketball, soccer, and men’s training sales, which compensated for a minor decrease in sportswear.

They have changed their reporting structure and Hurley and Nike Golf are now included in the overall financial results for the Nike brand, but Converse is handled as a stand-alone business.

Converse revenue grew 16% to $494-m as a result of high performance in the UK, North America and China.

Cricket and hockey specialist Sports Horizons has moved to William Nicol Drive in Bryanston, right next to the newly opened Virgin Active gym. “Previously we were very much a destination store, we found that we lost a lot of the week-day foot-traffic as a result of being far removed from daily traffic sources,” says Dale Hermanson. “Being situated on one of the busiest roads in Africa means that a lot more awareness is created for our store.” They now also stock fitness products to attract the passing gym trade.

Sports Trader :: 2013 October/November

Email marketing regulated COMPANIES have a year to comply with the provision of the Protection of Personal Information Act (POPI), after it was approved by Parliament on August 22 this year. The act affects all companies that obtain and store any personal information — e.g. addresses, emails, telephone numbers etc. of customers — and specifies how it may, and may not, be used.

The act specifically regulates the Direct marketing by means of unsolicited electronic communications (Chapter 8, clause 69) — for example, sending SMS or email messages and newsletters with marketing material.

Companies must now show that the people receiving marketing material from them are opted-in — in other words, that they gave specific permission to receive the emails. It is no longer enough to assume that people want to receive material when they don’t opt out — e.g. complain or unsubscribe. But even if you opt in, a business may not sell your personal information (on a mailing list, database), without your consent.

A company may only use the personal information of a customer obtained during the sale of a product or service for the direct marketing of their own similar products or services — provided that the customer is given a reasonable opportunity to object when the data is collected, or when they receive the marketing material.

You must also inform people that you are storing their information and what you plan on doing with it. This applies to existing information on your database as well as future information you obtain.

An Information Regulator will be appointed to investigate complaints and he/she can impose fines of up to R10-m for transgressions.

Cape Union Mart invited members of the press to the Premiere of the Banff Mountain Film Festival, which was held from 25 Oct -1 Nov at selected Ster-Kinekor cinemas across the country. The screening was held at the Upper East Side hotel in Woodstock, Cape Town on the 8th of October. Cape Union Mart challenged South African filmmakers to submit short films portraying South African outdoor culture. The winner of the Adventure Film Challenge was screened as the opening film alongside the world’s top outdoor sports films at the SA festival. The production Flying with Vultures — Path into the Future, produced by Green Renaissance, won the SA film challenge this year.

Industry :: p19

Adventure camera for above and under water The ReefMaster Mini from the trusted underwater camera brand, Sealife, is a self-contained and very compact camera aimed at adventure enthusiasts above and below the surface. The easy to use, fully armoured system is not only waterproof to 60m, it can also withstand a drop from 2m — and render sharp images afterwards! It is also virtually crushproof, says local distributor Scuba Equipment Africa. “Its slim dimensions make it an ideal pocket-companion for any outdoor activity or watersport.”

It is packed with features that will appeal to people on the go. A easy to use graphic on-screen guide helps you to to select the mode that suits your environment, while the large LCD screen allows you to check images or videos. Along with the 9MP system, the camera also features new colour enhancing software and a snap-on Mini Wide Angle lens is included. Although marketed largely for its underwater capabilities, the ReefMaster offers many features that any outdoor enthusiast will enjoy.

Pure Fishing SA, South African distributor of fishing brands like Penn, Berkley, Abu Garcia, etc. has launched a new website and Facebook page. The website, www.purefishing.co.za, has product related pictures and videos showcasing their extensive range. Visitors who like their Facebook page can win lucky draw prizes

A wide selection of outdoor products from Ram Mountaineering Ram Mountaineering recently held a Gear 2013 Expo, where they introduced their latest offering to trade visitors.

The company recently signed a new brand, JR Gear, that replaces Pacific Outdoor Equipment in their arsenal. The range includes a variety of dry bags that come in various sizes for different applications and self inflatabling mattresses.

Their Primaloft filled blow up mattress created a great deal of interest. The range also includes inflatable bags for use in water and dry bag duffels.

Black Diamond is for the first time introducing a range of technical clothing that will be available in South Africa from the first quarter of next year. The range will include, among others, top quality down jackets, fleeces and waterproof pants.

Their new headlamps that arrived in October feature the new Power Tap system that offers the wearer an easier touch-sensitive solution to quickly change the lamp’s brightness settings.

Jetboil has introduced a brand new system — the Joule — that will be available in South Africa in March. The bigger system boasts that it will boil water in 2min 40seconds — faster than a kettle! It is unique, because it uses the gas canister upside down to turn the gas canister into a liquid system to offer a more consistent performance — no tapering off of the gas. The liquid also means that the system is great for use in extreme conditions — no loss of performance down to -12 degrees C The GSI brand now also offers a wider range of coffee accessories, such as collapsible drips, espresso makers and pressers. The new commuter Java press has been a hit

Trappers show for franchisees The first Trappers supplier roadshow in Johannesburg in August was attended by representatives from all their franchisees, including the four stores they opened in October.

“It was a perfect opportunity for store managers to interact with suppliers and see the ranges,” says John Black of Trappers merchandise and marketing.

Close to 50 suppliers, representing 150 brands, showed their ranges to about 80 members from Trappers franchises. The feedback from franchisees was very positive with all stores agreeing that it was very beneficial for them to meet the suppliers — who also felt that the roadshow was a great success.

“It seems this will certainly be on the Trappers calendar each year with even more suppliers keen to get involved in future,” says Black.

In their Baladéo knife range they introduced an interesting new pocket utensil set that consists of a spork and knife that can fold away just like a pocket knife. The brand also offers other useful outdoor accessories such as a compass and a distance meter.

The Zamberlan and Boreal footwear brands, distributed by Ram Mountaineering affiliate Traverse Outdoor Gear (TOG), are gaining recognition. Although they have been distributing the Zamberlan brand for less than a year, they have already found that the speed hiking shoes are doing very well in South Africa, due to the diverse range of activities for which they can be used.

For climbers, Black Diamond has introduced a new safety system, the Magnetron technology, that keeps the carabiner closed. Unlike the previous design that used a 3-step spring and screw method, this system keeps the carabiner’s clip closed by means of two magnets (one on either side) and thereby offers more security. In addition, their patented Grid Lock karabiner design prevents the harness and rope from sliding and pulling on the wrong parts of the carabiner, which can a handle less load than when pulling on it lengthwise.

Black Diamond has also added to their range of cams. The X4 Camalots provide a solution for very small, narrow placements.

2013 October/November :: Sports Trader

Kevro Sport delivers brands specific to sporting codes

p20 :: Advertorial

The sporting world is buzzing after the mid-year launch of Kevro Sport.

Kevro Sport launched two of their six technical sports brands, namely Acelli Soccer and BRT earlier this year.

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his month Kevro Sport is proud to introduce Brutal Rugby and Sevenn Netball, followed by Garrett Athletics and Blackheath Hockey.

Through these brands, Kevro Sport has the objective of cementing each brand’s position as the leader and preferred product in each of their relevant sporting codes.

Track record Kevro — Africa’s leading corporate and promotional clothing, gifting and now sports supplier — recently acquired these brands and established them under the Kevro Sport umbrella.

Martin Ferreira, MD of Kevro Sport, says Kevro is the industry’s leader with a proven track record and Kevro Sport is using these best practices from years of experience as a blueprint for the sports business model. “Kevro has been able to achieve dominance in this sector by continually

Sports Trader :: 2013 October/November

sourcing and delivering, high quality garments at extremely aggressive price points to their customer base. This is one of their core business competencies. They have achieved this by building a world class supply chain in multiple countries across the globe, where the business has built strong relationships with the world’s leading garment manufacturers.”

A massive infrastructure Kevro Sport is backed by Kevro’s massive infrastructure and a national and across border footprint with branches and showrooms in Johannesburg, Pretoria, Nelspruit, Durban, Bloemfontein, Port Elizabeth, Cape Town and recently also in Windhoek, Namibia. “It is this backing that instantly made us a big player,” Ferreira says.

Kevro has an impressive warehouse in Longmeadow Business Park West and is in the process of constructing an additional high-rise automated bulk storage facility

Advertorial :: p21

in Linbro Park. They will now be able to store in excess of 20 000 pallets, approximately 880 000 boxes — the equivalent of 53 million shirts!

In-house branding In-house branding has also become a bigger focus and priority in the business and as of January 2014, they will be expanding their branding operations to over 3 000 sqm of floor area.

Ferreira says every single department at Head Office is an expert in its own field, be it in product development, design, procurement, quality control, warehousing or branding.

“Our vision is to be the leading sporting products wholesaler. Our mission is to develop, promote and wholesale own brands of sporting products to local and international re-sellers. Ultimately we plan to launch internationally within 24 months and sign-up international agencies.”

Strength of brands — specific to a sport He says the strength of this offering is that they are sport specific brands. Therefore each brand is focused on a specific sporting code. Ferreira says they have teamed up with top class coaches and players during the development of the products to ensure that it is specific to the particular sporting code and not just generic, across multiple sporting codes.

In addition Kevro Sport deems the fact that they work off an in-stock base as a competitive advantage. “The sports industry is generally wary of big stockholding.

We are doing exactly the opposite and believe you have to be in it to win it. If it is not available, it won’t sell. It is crucial to have stock availability and a solid distribution network. We can fill the orders and deliver as and when required.”

Box sets Ferreira is especially excited about the box sets across all the ranges, which offer convenience and off-the-shelf, instant gratification for teams. He explains that a box set is a box of pre-packed, ready-to-play clothing for an entire team. “It is available in many colourways, sizes and styles.

Box sets form a core part of our range.”

Sollie Nortjé and Martin Ferreira are excited about the future of Kevro Sport.

their apt guidance a young dynamic team are cementing their presence as the biggest supplier of sport apparel and equipment in South Africa.

Strong team Sollie Nortjé, National Sales and Marketing Manager, says their team is comprised of successful, experienced entrepreneurs who are able to recognise commercialise opportunities into sustainable and profitable growth. “We are astute in evaluating opportunities and subsequently turning them into commercial realities”.

Ferreira and Nortjé are no strangers to the industry and collectively have decades of experience in institutional re-selling. Under

Contact Kevro Sport on Tel: 010 020 0900 email info@kevrosport.co.za www.kevrosport.co.za

2013 October/November :: Sports Trader

p22 :: Industry

The new owners of Canterbury have invested in new talent, new products and new strategies to grow the brand into the #1 rugby brand in the world, the new global markets head explained during a recent visit to South Africa

James Wilson (middle), Canterbury vice-president of Global Markets, with Cuan Chelin (left), Super-Brands CEO, and Dutoit Botes, brand manager.

Canterbury aims for #1

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hen The Pentland Group bought Canterbury from JD Sports at the end of 2012, the rugby brand joined a stable of category leading brands owned by one of the UK’s most successful companies. During the past year, they have been integrating the brand into their structures and culture.

James Wilson, Canterbury vice-president of Global Markets, recently visited Southern African distributor Super-Brands to explain what the Pentland acquisition would mean for the brand. He had been with Pentland for seven years — as EMEA director for Lacoste and MD for KangaROOS — before joining Canterbury in April with the task of globalising the brand and to offer support to distributors.

Although the The Pentland Group’s network of brands and businesses — including retailer JD Sports — operate in 195 countries, where they employ 15 000 people, it is privately owned by the Rubin family. It is therefore very much a values-driven family business, he explains.

“People who come into the business really have to understand the business ethics. It is driven by long-term strategies.” Their core values are about passion, courage, and creativity — and they acquire brands that embrace these values.

Leading brands “We are well under way to get Canterbury integrated into the Pentland values,” says Wilson.

He mentions new structures, the right people in place, a change in approach and renewed vigour, but also says that before the acquisition Canterbury already had a good team and strong international partners. “There is a great culture in Canterbury — it’s all about the brand, which fits in with the Pentland approach.”

Pentland Brands aim to own the leading brands across a wide range of categories, he says: for example, Speedo in swimming, Mitre, the oldest soccer brand, Ellesse, with a strong footprint in skiing and tennis, Prostar teamwear, Berghaus outdoor, etc. They also have

Sports Trader :: 2013 October/November

One of the key product areas are boots, with a huge drive to convince players to cease buying soccer boots and instead invest in a boot developed for a specific rugby position worldwide licensing rights for lifestyle brands like Lacoste, Ted Baker, etc. As a leading rugby brand, Canterbury therefore fits in this mould, says Wilson.

While each business operates with its own management team and brand identity, Pentland helps provide strategic direction and back-up services. During the past year they have strengthened the Canterbury team at head office. “We wanted to get in fresh talent and work in a more focused way.”

Products a revelation The new products manager, who came on board five months ago, is quite a revelation, says Wilson. “I’ve never worked with anybody who’s so driven and skilled. What he’s done in the last four months is really incredible.”

They appointed people to look after the four pillars of the brand: in the on-field collection they want to make sure they have the right boot, ball, protection, accessories, etc. for the players; teamwear is really important because it will introduce kids at grassroots level to the brand and help them understand what sets it apart; training gear is aimed at athletes from all disciplines who need to get fit; an offfield collection with licensed product and supporter’s gear is in development.

The marketing department has also been strengthened with several new appointments, including retail marketing specialists. They have, for example, created a Canterbury brand book, explaining the heritage of the brand, which will be celebrating its 110th birthday next year. Among the many key moments re-

corded in the book are, for example, the introduction of the first loop collars in 1949 and reinforced jerseys, which changed the way New Zealand teams played in the scrum. In 1974 Canterbury introduced the much safer rubber buttons, which don’t break and cause injuries to the player.

IRB sponsor In the run up to the 2015 IRB World Cup in England, which is expected to attract 4-bn TV viewers, Canterbury will get good mileage from their official sponsorship of the IRB, They will not only provide official merchandise, but will also be the main provider of official’s gear, etc.

The new England Rugby home kit was launched as part of their England is all campaign, celebrating the inclusive nature of rugby, from grassroots to elite, supporters to players, women and kids.

“Our job is to grow the sport of rugby for the good of all,” says Wilson. “Rugby is a sport that is going places in an industry where team sport is really going backward. Our main purpose is to bring passion and innovation to the world of rugby. Our vision for the brand is to be #1 rugby brand in the world.”

They will be doing that through innovative new product — by developing the right products for the right people. “We want to create essential kit for every player and make sure he or she has something to wear before training, after training, during the game, on the field, off the field. We want to make the best boots and balls, and also make sure of protection.”

Training wear is a key focus area for Canterbury, and is a category that has been growing by 55%. From amateurs to professionals, all athletes are becoming more serious about fitness training and they need a Canterbury garment that they can do it in, says Wilson.

They have also developed a strong lifestyle/ sport fashion collection for delivery in 2015 after worldwide research showed how much consumers loved the brand. This also helped To p25 them understand their core con

p24 :: Industry

Opal Sports buys a home

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After more than three decades of distributing sporting brands, Opal Sports has bought an office building — signifying that this family business will be playing a leading role in the industry for many years to come

fter 34 years Opal Sports have bought their first home. In April this year the distributors of leading international cricket, darts, golf and ball brands bought their first building and moved from rented offices in City Deep to their own modern premises in Sandton, where they now have ample warehouse space.

The Prout and Vilas families have played a prominent role in the Southern African sports industry for close to 70 years — by buying their own building they are signalling that the family-run business will be doing that for a good many years to come.

Three things ensure that they will leave a lasting legacy: they distribute premium brands, they have the courage to take unpopular decisions when it is in the interest of their brands, and all management positions are filled by family members who have a vested interest to ensure that they succeed.

In January next year Herby Prout will turn 85 and will celebrate his 68th year in the sports industry. Although he officially handed over the reins of the company to his daughter, Anne, twenty years ago, he is still a regular at the new offices. Ever since he left school to work in the sports industry in 1946, it has been in his blood.

This has been inherited by his children.

Anne Vilas joined her father on his selling trips as a rep during holidays while she was still at school. Shortly after leaving school, she and her mother Natalie, also a veteran of the sports industry, bought Opal Canvas and Webbing in 1979. The company manufactured the Mitsuko karate suits, which they still supply to the industry. They changed the company name to Opal Sportswear (later Opal Sports) and got their first sports agency: Durus soccer balls.

Herby Prout joined his wife and daughter at

Sports Trader :: 2013 October/November

Opal and used his experience of the industry to acquire the Munsingwear golf shirt agency as well as the distributorship of TaylorMade golf. His sons Nigel and Robert joined the family business in 1981 and 1982 respectively.

Doug Vilas, Anne’s husband, is a qualified engineer who joined the family business in 1993 to run the golf division. Their sons Brad and Guy Vilas, as well as Nigel’s son, Gareth, a premier

Growing Gunn & Moore into a best-seller that is the most popular amongst school cricket players have required some shrewd business decisions league waterpolo player have recently joined to keep the future of the business in the family.

Their successful relationship with the Gunn & Moore cricket brand started in 1980 – and soon the family-run distributorship combined with the family of manufacturers in the UK, grew Gunn & Moore into the market leader in South Africa.

They nurtured some of the best-known cricket names in the country — Graeme Smith became a Gunn & Moore sponsored player when he was in matric, while top names like Mark Boucher, Jonty Rhodes and Herschelle Gibbs became major sport stars using Gunn & Moore.

In the current team players like Faf du Plessis, Ashwell Prince, Robin Petersen, Justin Ontong, etc. score runs with Gunn & Moore bats. Dane Vilas, Anne and Doug’s son, who was born and raised while his mother was running the company, has also won Protea colours and yes, he plays with Gunn & Moore when he bats and keeps wicket for the Cape Cobras.

Growing the brand into a best-seller that is the most popular amongst school cricket players (two Sports Trader surveys) have required some shrewd business decisions. For example, they recently bucked the trend by supplying cricket gear to a sports chain shunned by most of the other cricket brands. “We’ve done very well with cricket this year,” says an upbeat Vilas.

The Unicorn dart and snooker brand belongs to the same Lowy family as Gunn & Moore and they got this agency at the same time. Globally, Unicorn has played a big role in turning darts into a spectator sport that can pack anything from village halls on a week night to large venues on weekends with enthusiastic fans and their sponsorship of the Professional Darts Championship (PDC) is a widely televised boost for pro darts players across the world.

In South Africa, Unicorn and Opal Sports ruffled a few amateur feathers when they hosted the first South African qualifying round of the PDC for cheering crowds at Emperor’s Palace in 2006. Phil Taylor, a super star in world darts, played exhibition matches and the winner, Wynand Havenga showed local players that you can win R225 000, plus the chance to compete in England, by playing darts. This changed the profile of darts in South Africa and the following year’s winner, Charles Lospers, became one of the movers behind the formation of the SA Pro Darts Association (SAPDO).

When Herby Prout’s restraint of trade with the Golfex agency expired in 1984, he obtained the prestigious Ping golf agency for Opal. This strong golf brand has withstood the global slump in the golf industry and has been doing very well for them, says Vilas. Golf is a favourite family sport.

In recent years they added Australian ball brand Summit, cricket ball brand Platypus and Conti, one of the top waterpolo balls. The Summit rugby balls are not only fa- To p25

Industry :: p25

Midas franchise business turns30

The 298 Midas franchise stores play a big role in the sport and outdoor industry The Midas Group franchise business turned 30 this year. They have grown from a single store in 1983, to 298 franchised outlets serving customers across South Africa, Swaziland, Zimbabwe, Botswana, Namibia and Lesotho.

Since 1988, when the Akal counsins sold their motor parts, fishing tackle and cycling business, named Akals, to Midas, their franchise stores and Parts Incorporated distributorship have also been major players in the sport and outdoor industry.

Derrick Akal also started an outdoor division for Midas in 2004 — selling tents, sleeping bags, accessories, etc. in bulk through their franchise stores, as well as to other traders.

One of the major tackle brands distributed by them is Okuma, and in honour of the worldwide expansion of the brand, the fishing tackle distributing arm of Midas has since been renamed Okuma Fishing Africa.

Akal also imported cycling brands and eventually developed their own Patriot cycling range, which is still distributed by Parts Incorporated.

He retired in 2009 and Philip Baker subsequently took over the management of the leisure division for Midas — which includes fishing, outdoor and cycling.

Opal cont from p24 voured by the Wallabies, but are also popular with local schools due to availability and good prices. Opal Sports has licensing rights and Nigel Prout also developed a premium range of balls.

They recently acquired the distribution rights for Dukes cricket balls, used in test matches, top level first class cricket and most premier level leagues in England.

Opal Sports also distribute Swimfit swimming products and Jugs bowling machines.

Anne Vilas paid her dues to the industry by organising the annual trade show, the SASGAM Show, in 1998 and 1999, and by serving as chairperson of the former SA Sporting Goods Agents and Manufacturers (SASGAM) organisation from 2000-2002. While her sons were attending King Edward VII in Johannesburg, she served as a member of the school governing body. She has also served on the Gauteng Cricket Board for many years and was recently elected treasurer and vice-president.

Midas’ growing pool of outdoor travel suppliers, including Campgear and Intex, has enabled them to meet the needs of a burgeoning travel public in Southern Africa.

The franchise-owned retail store business is one of nine subsidiaries within the larger Midas Group, now in its 60th year of operation and trading in the replacement automotive parts industry.

The Midas Group is 75% owned by diversified industrial services and retail group, Imperial Holdings, 15% by Midas Group management and 10% by a franchise trust (franchisees and

members).

In 2012 the group generated sales in excess of R3,3-bn and it currently employs over 1 200 staff members across all nine Midas Groupowned subsidiaries: Parts Incorporated Africa; NAPA Ltd.; Autocycle Centre; Midas; Motolek; ADCO; CBS; ACD and Battery Hub. The Midas Group is also committed to a number of socio-economic developments and programmes, including a Midas Soccer Team and a Midas Group Athletics Team.

They also support four rural schools and seven hospices around South Africa.

The new Canterbury cont from p22 sumers and work on developing the right products for the right people. For example, the retired player or coach will wear a jersey with a different cut and fit to the skin tight jersey favoured by the younger and slimmer competitive player. “We used to chase the 18-year old consumers with skinny shirts, while many of our consumers are retired rugby players who are bigger guys,” says Wilson.

New technologies have been introduced in training wear that will keep athletes dry in all conditions — even in rain on the way to the stadium.

One of the key product areas are boots, with a huge drive to convince players to cease buying soccer boots and instead invest in a boot developed for a specific rugby position. “You need a different boot if you are a prop to when you are playing in a speed position,” is a message they will be sending out through media and in communication to retailers.

South Africa is currently their fifth biggest market. Not surprisingly, England and Ireland are their biggest markets, followed by Australia, New Zealand, but the surprise is Japan in fourth place, where their mono-brand stores do especially well. The US is Canterbury’s 6th largest market and the fastest growing, with 1.8-m players and 350% growth since 2007.

In South Africa Canterbury is well positioned in the pure rugby market, with the market for boots, balls, protective, etc. very well developed. But, says Wilson, there is a lot of potential for developing the market for training and off-field. “We know that consumers love our brand and wear it. We’ll now give them

products for the gym and during training, and capture that consumer.”

The opportunity for growing training wear sales is immense, agrees local distributor Dutoit Botes, as it can be sold across all retail platforms. He cites the example of the Canterbury track pant, which is a best seller globally, but has not yet been available in South Africa.

Canterbury’s sponsorship of the Varsity Cup from next year will also give a boost to South African ball sales, says Botes, as the contract stipulates that Canterbury will also be the official ball for all the intervarsity matches. That will earn them a lot of TV coverage and exposure to students. “We’ve actually created a supporter’s range for the universities.”

They have also written into their school sponsorship contracts with some of the top rugby schools that if they sponsor the school’s team wear, Canterbury will be their official match ball.

And the impact of the loss of the Springbok sponsorship to Asics?

Perhaps a blessing in disguise, says Botes.

With a wall of green shirts on the stands during test matches, he does not foresee that the market for selling Springbok supporter’s shirts to new customers has much growth potential — most supporters have already got a shirt. Instead, they’ll be keeping their eye on growing ball, boots, training and grassroots teamwear sales, he says.

“Canterbury is the only brand that focus’ purely on the rugby game, covering all aspects of the game,” concludes Wilson.

2013 October/November :: Sports Trader

New Balance MD returns to the water p26 :: Industry

When Gary van Rooyen bought Coreban worldwide in September, he was going back to his real passion: watersport

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hen he signed the contract to buy the SUP (stand up paddle) brand Coreban at the end of September, Gary van Rooyen signed away the security of the salary and perks that come with heading the Southern African region for New Balance, and the resources and back-up provided by a multi-billion dollar international company.

But, he signed on to the freedom of developing and growing his own brand, of determining his own destiny, and of returning to his true passion — water sport.

It was, however, a difficult decision, he says.

In the thirteen years that he had grown the New Balance South Africa distributorship from a micro business to the #3 sports brand in the country, he created an alternative family.

“In his years at New Balance Gary has built an organisation of dedicated people that live and breathe the brand,” says Darren Tucker, New Balance Vice-President Asia Pacific. “I am sure the South African team is grateful to Gary for the opportunity, guidance and friendship he has provided. His legacy will remain for a very long time.”

But, the lure of indulging his passion for wa-

Sports Trader :: 2013 October/November

Everybody from 3-year olds to 65-year olds can participate, target market is mountainbikers, surfskiers, adventure sport people and the older surfers ter sport as a career, proved too strong for Van Rooyen. He was the SA windsurfing champion and team captain at age 23, and became captain of the Western Province surfing team when he was in Grade 11. At the World Lifesaving Championship in 1993-4 he won a bronze medal. Before that, he was a diving instructor in the navy. More recently, he was manager/coach of the SA team that competed in the World SUP championship where they won bronze as well. He has also been instrumental in organising local SUP events to promote the sport in South Africa.

It was actually through windsurfing that he met the founder of the Coreban brand, Ivan van Vuuren — they represented South Africa in windsurfing in the world championship in 1989.

Van Vuuren decided to stay on in Hawaii, where he became a professional windsurfer, longboarder and kiteboarder and the host of the XLTV extreme sport TV show. In 1996 he founded a film production company, Premier Productions, specialising in surfing and water sport films and videos.

It was while surfing in Maui in 2004 that he was introduced to a new board sport, standup paddling. In the ensuing debate — is SUP a passing fad, or new sport? — Van Vuuren came out strongly on the new sport side. He found a board shaper and in 2005 Coreban — with the slogan Dedicated to the Core — was launched … and became an overnight success.

Two years later Van Vuuren was back in South Africa, where he introduced local water sport lovers to SUP and commissioned boards from local shapers. But, the demand soon grew so big that he started mass producing in Thailand. During his first year back in South Africa, Van Vuuren sold 400 boards.

Open surf stores One of them was to his windsurfing friend Gary van Rooyen — by then very much into kitesurfing. Van Rooyen wanted an alternative form of income than waiting tables for his two daughters, Chelsea and Casey, while they were studying, and opened a surf and SUP shop in Muizenberg in 2009.

Kim Du Venage, who ran the store for the last few years, is one of the best sales people he knows and she will now become Coreban international sales manager.

Van Rooyen opened another surf store, Paddlers Point, in Point, Durban, and in July 2012 opened a new store in Muizenberg, Xpression on the Beach.

Van Vuuren had, in the meantime, developed the first comprehensive Coreban board range distributed worldwide. There are three disciplines in SUP: wave riding, flat To p28 The Coreban team: Kim Du Venage, Gary van Rooyen and Elbie Geldenhuys.

Photo: Nicol du Toit

p28 :: Industry

Coreban cont from p26 water racing and ocean racing — each with completely different boards, which Coreban supplies. The biggest growth will, however, be in recreational paddling where people from all walks of life are getting onto any water they can find, says Van Rooyen.

The following year, 2010, Van Vuuren sold his remaining shares in Coreban. Van Rooyen bought the Southern African rights below the Equator, and Guy Schroeder, a former South African kitesurfer, the rest of the 21 countries where the brand was being distributed.

Although Schroeder moved the Coreban headquarters to Noosa, Australia, Elbie Nel ran all the worldwide logistics and admin from Cape Town. “She has been the backbone of the company,” says Van Rooyen. She will still be in charge of logistics, looking after their customers and factories.

When Van Vuuren sold his shares, Coreban was one of the leading SUP brands in the world, and the only dedicated to SUP. Starboard is the #1 brand worldwide — but they also do wind- and kitesurfing boards — likewise the boards supplied by wind- and kitesurfing champion Robbie Naish.

Towards the middle of 2013 Van Rooyen and

Coreban is already breaking new ground with a Bear Grylls fully inflatable adventure board that is a cross-over between a kayak, canoe and SUP board.

Van Vuuren started picking up talk that Coreban had fallen off the radar. Initial tentative discussions with Schroeder eventually became serious negotiations about selling and buying.

After due diligence and visits to the Thailand factories Van Rooyen agreed to buy Coreban worldwide at the end of September — a decision influenced by a sympathetic investment partner, but, not made without a lot of soul searching and conflict.

On the plus side there is the exceptional sales potential of SUP boards — it is the fastest growing water sport in the world with 1.2-m new participants in the US per year. In a relatively short period it has developed into a fully-fledged sporting code recognised by the International Surfing Association. It is run

by Stand-Up Paddling SA (SUP SA) locally, and participants in the second world championship in Peru earlier this year were awarded Protea colours. The Cape Town SUP Summer Series is featured on Van Vuuren’s XLTV show, viewed in 171 countries.

“Everybody from 3-year olds to 65-year olds can participate,” Van Rooyen explains the appeal. Their target market is mountainbikers, surfskiers, adventure sport people and the older surfers, he says. “We leave the hard core surfers alone.”

Coreban has distributors in 22 countries, with 60% of its sales in the US and about 20% in Australia, where there are 122 SUP schools. This

Sports Trader :: 2013 October/November

Darren Tucker

Craig Bowen

New structures for New Balance SA Following the departure of Gary van Rooyen as MD of New Balance SA (see story p26), the company has decided to restructure how South Africa will report, says Darren Tucker, vice-president New Balance Asia Pacific.

New Balance SA will now report to the GM of New Balance Pacific, which includes New Zealand and Australia.

“We would like to congratulate Ricky Knight on his promotion to General Manager, Pacific,” says Tucker. Knight has been with New Balance for nearly 20 years and has been managing their Australian and New Zealand businesses. “This promotion is recognition of his efforts to profitably grow both those businesses.”

Craig Bowen, who recently joined New Balance SA as national sales manager, will be promoted to the newly created position is followed by sales in Brazil, Peru and the UK, where the strong distributorship is run by former Cape Town kitesurfer Brad Symington. The sport is also growing in Europe, where 80% of the sales are flatwater boards for use on the many rivers.

Van Rooyen believes there is huge potential for growing distribution into more countries.

South African sales are still relatively small, but he believes that the Gauteng area will be ideal for growing flatwater board sales, given the right marketing campaign.

Another plus is the potential for product development. Coreban is already breaking new ground with a Bear Grylls fully inflatable adventure board that is a cross-over between a kayak, canoe and SUP board. It can be customized for just about any use — including fishing.

It offers great add-ons like a flip-up seat, fishing box, rods, tent, sleep mat, cooking gear, a compass and even an action camera. The inflatable board fits into a haversack, ideal for transport in the small European cars, or on a yacht, where space is precious.

“Inflatable boards are a big trend worldwide,” says Van Rooyen. It is especially popular in rivers where the fins of harder boards get damaged over the rocks and rapids.

On the negative side is his New Balance family and the friends he made over nearly thirty years in the sports industry that he’ll be leaving behind. Although his first job was in the surf industry — he was co-owner of three surf

of Country Manager, South Africa. He will report to Knight.

Bowen was head of sports footwear market research at GfK South Africa, before he joined New Balance in August 2013. He had worked with GfK for six years as a product specialist for consumer durable products, before the company was approached to monitor the sports footwear market in South Africa in 2008. He completed his MBA and thesis titled “The effect of mass retail buying practices on competitiveness in the retail value chain” at the end of 2012.

“Craig has brought a new style and dynamic to our way of doing business in South Africa,” says Tucker. The South African sales and marketing teams will be reporting directly to Bowen, whilst support structures (e.g. finance and HR) will report via the New Balance global matrix organisation. shops (with Tich Paul) — Van Rooyen devoted most of his career to selling, marketing and running footwear brands.

He sold Brooks when he worked for an ill-fated sports agency as a youngster and then joined Skye, for whom he sold Saucony and Converse. The fact that he had to run the 15km from his hotel to the hotel where the Skye Distribution team interviewed him for the job during the ISPO Munich show to save transport money, probably earned him the job, he laughs. He then joined Nike, where he ran the coastal region (from KwaZulu Natal to Namibia) for 6-7 years, during which time he won several international sales awards.

Van Rooyen was appointed MD when New Balance decided to open their first subsidiary office in South Africa in 2000. Sports Trader interviewed him shortly after he opened the office: with one desk, one chair, two assistants and a row of samples stacked in boxes along the wall. Over the past thirteen years he had grown the brand more than 400% from one of the Others in the marathon shoe counts, to a consistent #3 in the shoe counts, with many best sellers in retail.

He therefore knows well what it is like to build a brand with little resources into a market leader — and with Coreban he will have the added impetus that he will be doing it for himself and his family.

p30 :: Apparel & Footwear

Road and trail What’s new for 2014?

Although some brands will be introducing completely new footwear to their portfolio, many have found ways to update and improve existing ranges. Brands are opting for lighter and more technologically advanced footwear for their 2014 catalogues, NELLE DU TOIT found out. adidas

boasts an improved ride with FluidRide technology and improved technical stretch in materials with FluidFit. The Gel-Kayano 20 is designed for the runner who tends to over-pronate through mid-stance and likes the feel of a supportive and cushioned shoe.

forting fit.

The Pure Grit 2 has a new outsole with a more aggressive, multi-directional lug pattern for better grip.

Adidas has updated their Supernova and adipure360 ranges with new details and colour ways.

The Supernova Glide 5 has been redesigned Hi-Tec — from top to bottom — with a fresh new upHi-Tec has brand new running racers (great for per, active Formotion heel technology and light training and actual race day) such as the a Continental Rubber outsole.

Brooks Illusion, Luca and Shade models for men and The adipure360 trainer has Brooks has a range ladies. These all have a lightweight reduced a Techfit upper (which imiof new innovations seam upper with welded overlays, an EVA tates natural skin moveand improvements sockliner and durable rubber plugs on highments) and a non-marking in both their Core wear areas of the outsole. outsole that has increased as well as PureProject The Flyway alt is a ladies gym shoe with flexibility from heel to toe Brooks Glycerin 11 collections. Updates from breathable air mesh upper with a supportive and lateral to medial directions. The shoe is designed as a the Core collections include the neutral Glyc- webbing frame.

In the trail category Hi-Tec is launching the fitness (or gym training) shoe erin 11 and Ghost 6, the supportive Adrenaline GTS14 and the Cascadia 9 trail shoe.

The PureShadow Trail, which has a lightweight mesh that can be recommended to customers Flow 3 road running and PureGrit 2 trail run- and PU upper. It has a Vibram rubber sole with with a ning shoes are the latest editions in the light- moisture wicking lining which keeps the foot dry and a removable EVA sock-liner that adds minimal- weight and flexible PureProject collection.

The Glycerin 11 was launched into the marcushioning. ist prefHi-Tec will release the Hi-Tec Darwen in erence. ket in August 2013 and features a breathaadidas Supernova Glide The women’s ble 3D Fit Print technology in the upper, full 2014. It has a technical mesh upper for model (pictured) has a women’s-specific com- length Brooks DNA cushioning and a full length breathability, synthetic upper overlays, lightweight IMEVA midsole for impact protection fort collar at the back of the shoe to ensure a crash pad.

The Ghost 6 is a light and a rubber pod outsole which delivers comfortable fit. and balanced neutral lightweight durability.

Asics road shoe. The midfoot For ladies, they will shank has been rerelease the Hakara Asics is launching the Gel-Kayano 20th anniroad running shoe, versary edition running shoe into the local moved for a smoothwhich also sports a techmarket in November this year. The shoe was er transition and ennical mesh upper for breathaHi-Tec Shadow Trail first introduced in 1993 and each year has seen hanced cushioning. The bility, synthetic upper overlays and changes designed to improve performance horseshoe-shaped crash pad wraps and comfort, resulting in the Kayano being around the heel through the medial side. ultra-lightweight IMEVA midsole for impact one of Asics’ most technologically advanced Stitching has been reduced, the tongue is protection. running shoes and one of the brand’s more breathable and the forefoot and midfoot Inov-8 bestsellers. To celebrate 20 years arch has increased flexibility.

The supportive Adrenaline GTS 14 has a new The first triathlon-specific running shoes from on the market, Asics is launching the Gel-Kayano 20 in the lacing system for a snug fit and a 3D fit print Inov-8 (locally distributed by Rebel Elite Fitness) will hit South African shores in January original Kayano men and on the upper.

The Cascadia 9 trail shoe has a slightly low- 2014. The shoes are aimed at runners running women colourways. The Gel-Kayano 20 has ered heel to stimulate natural balance, a no- the longer distance races like 5150, 70.3 and Ironman. improved cushioning sew upper construction and flat laces.

The Tri-X-Treme 275 will have a quick release The Pureflow 3 has a more rounded IDEAL with a full length SpEVA last and Heel, sculpted medial arch, a repositioned toggle system with full length drainage — the a new rubber Toe Flex to allow first two toes to work as a female specific model is the Tri-X-Treme 245. compound. It functional unit and an upper wrap for a comThe Tri-X-Treme 225 is 50g lighter To p32 Asics Gel-Kayano 20

Sports Trader :: 2013 October/November

p32 :: Apparel & Footwear

Running shoes cont from p30 than the 275 with a 3mm Comrades shoe in the second quardrop. ter of 2014.

Both models boast a The 980 range of New sticky rubber outsole and Balance footwear highly breathable upper, will now incorporate as well as full length Fresh Foam — a perdrainage system. formance compound that Inov-8 Tri-X-Treme 225 Furthermore, the Trailroc models delivers soft plush cushioning (the shoe that won the 2012 to runners who want a lower, more natural, Otter Trail race) have been updated on the underfoot feel. The shoe also features a 4mm trail running side. drop, software assisted design, no-sew upper One of the improvements on the Trailroc and blown rubber outsole. is the Met-cradle lacing system, which comAs the official footwear and apparel sponsor bines the laces with TPU bands that have been of the 2014 Comrades Marathon, New Balance raked back further to cradle the mid-foot be- has embarked on their Road to Comrades Camhind the metatarsal head, providing a secure paign. They have designed the ultimate runhold while allowing the forefoot to flex and ning shoe for the ultimate human race, The minimises internal foot movement.

NB Comrades 890. This is the first time that Inov-8 has also recently started incorporat- a running shoe has been developed specificaling different densities of rubber in different ly for the Comrades Marathon, according to a areas of the outsole to improve grip, wear and New Balance press release. It will be available performance of the shoe. as a limited edition shoe from March 2014.

The Comrades shoe will have the route of the New Balance Comrades marathon (Pietermaritzburg to DurNew Balance will be launching ban) imprinted on the inner sole of the shoe. the Fresh Foam range of footwear in January Nike and the Nike has released the lightest edition of the limited Nike Air Pegasus running shoe, a classic that edition has been going for 30 years, called the Air PeNew Balance

gasus+ 30.

Improvements include no-sew overlays and a seamless interior and ultra-lightweight feel.

The Nike Air Pegasus+ 30 uses a Fitsole sockliner to help conform to the shape of the foot, whilst a reflective skin under the upper helps keep runners visible in low-light conditions.

Puma Puma has expanded its FAAS collection with the FAAS 100 R and women’s FAAS 600S. The 100 R is a light and fast shoe ideal for training with Puma FAAS 600S a 0mm heel-to-toe drop that helps strengthen feet over time. The midsole contain FaasFoam+ for increased resiliency and step-in comfort.

The FAAS 600S has a women’s-specific last and fit that maximises stability and flexibility with an 8mm heel-to-toe drop.

The EverRide+ outsole offers a more cushioned and durable toe-off, while the external heel counter adds support.

Reebok Reebok has released the One Series running shoe range, which is a little more traditional looking than the RealFlex and Zigtech ranges. The One Series consists of a neutral, stability To p34

p34 :: Apparel & Footwear

Running shoes cont from p32 and trail option in both men’s and ladies.

The shoes are broken down into three zones to deliver the needs of a runner at each phase of a gait cycle.

The Contact zone (back of the shoe) offers dense absorption foam in the heel to absorb shock while the upper has a tight woven mesh to lock the heel in place.

The Transition zone steadies the foot over the platform and gets it in place for the next Reebok men’s One Series shoe phase of the gait cycle by means of a non-stitch fuse frame in the upper to guide the foot.

The final zone is the Rebound zone, which consists of much lighter and responsive foam in the forefoot to help propel the foot off the ground at the toe-off phase.

Saucony Saucony’s latest are the Kinvara 4 natural and Ride 6 neutral running shoes. Kinvara loyalists will enjoy the upgrade from ProGrid to PowerGrid in the heel landing zone of Saucony Ride 6 the Kinvara 4.

PowerGrid is a lighter, yet more durable, compound than ProGrid and offers 15% less weight and 30% more durable cushioning than standard EVA. The Ride 6 features deeper flex grooves in the forefoot, enhancing flexibility and responsiveness and also has a ComfortLite sockliner.

In 2014 Saucony will also release the Triumph 11, Jazz 17, Guide 7, Virrata 2 and Type A 6 road running shoes.

The latest trail running shoes include the Xodus 4.0 and the Peregrine 3.0. The Xodus 4.0 features an outsole made from Vibram XS-Trek compound, a midfoot support band, Pro-Lock, which has been integrated into the lacing system for an improved overall fit and feel.

The Peregrine 3.0 is built with a 4mm offset with a redesigned upper featuring FlexFilm and an External Bedrock Outsole (EBO) plate.

Saucony will launch the Peregrine 4.0 as the latest trail shoe in 2014.

Skechers Skechers has a variety of road running ranges that they are releasing in 2014.

In the GORun category the Skechers GO Meb 2, GORun 3, GO Meb KRS, GoRun Ultra, Ride 3,

Skechers GoRun Ultra

Bolt, Pace and Sprint will make its way to SA shores in winter 2014.

In the Skechers Performance Division Skechers fans will enjoy seeing the Nite Owl, Go Bionic 2 and Go Bionic Fuel in 2014.

The GO Meb 2 features a 4mm heel drop, TPU cap, DuPont Hytrel Stability Plate and a new printed mesh upper. The GO Meb KRS features a Kinetic Return System (KRS) of DuPont Hytrel, a Resagrip outsole with forefoot flex, 3D printed breathable mesh upper and a Sock FIT tongue.

The Go Bionic 2 has 18 bio-responsive zones on the outsole inspired by the human body, which is fully articulated to move with your foot. The GO Bionic 2 has a zero drop and promotes a mid-foot strike. It also has a thicker insole than original GO Bionic for added support and stability.

The Night Owl features uppers with a photo luminescent technology that produces a glow effect in darkness or low light. The uppers of the GO Run 3 have been updated to enhance breathability whilst maintaining structural flexibility.

The GoRun Ultra is a cushioned shoe with 65% more Resalyte cushioning and also promotes a mid-foot strike — runners can choose between a 4mm heel drop without the insole or a 8mm with the insole.

Running News Saucony #2 in US specialty Saucony has grown to become the #2 brand in US running specialty stores in August in terms of market share. According to market research by Leisure Trends Group, their total market share reached 17% (in units) — the highest in their history — and surpassed that of long-standing industry leader, Asics.

Leisure Trends Group data on the running specialty channel shows the brand has exceeded industry dollar sales by a near 4:1 ratio.

Accomplishing a 15% gain in sales versus a 4% growth for the industry in the same time frame.

Saucony running events

Saucony is sponsoring a number of running and outdoor events/series this year. Among them are the Tiger Trails, the Helderberg Harrier’s Marathon in Stellenbosch KZN’s new Tough Man series (presenting sponsor), 2014 Midlands Ultra triathlon, the MediHelp Dolphin Coast Ultra and the Hout Bay Triple Trouble.

The Helderberg Harrier’s marathon is in its 35th consecutive year.

The MediHelp Dolphin Coast Ultra incorporates 10km, 21km and 50km distances for both runners and walkers. The Tiger Trails is a series of 10km trail races, an initiative by actress Milan Murray to raise funds for the Tygerberg Children’s Hospital.

Saucony’s sponsored athlete Lucky Miya (who runs in the Saucony Kinvara Trail shoe) recently won the Crazy Store 35km trail run in under three hours, the Num-Num Trail and the two-day Nedbank Save the Rhino Trail. He also came second overall in @SOXTrailRun.

Apparel & Footwear :: p35

New Balance Comrades campaing New Balance — official footwear and apparel sponsor of the Comrades Marathon 2014 — has launched the Road to Comrades Campaign, which will feature many events leading up to the Comrades on 1 June 2014.

New Balance will create the NB Comrades 890, a running shoe that will be specifically designed for this event. These men’s and ladies shoes are designed for high mileage training, race day running and will be available as a limited edition from March 2014.

New Balance will also support the Unogwaja Challenge — a 10 day cycle from Cape Town to Pietermaritzburg, followed by the Comrades Marathon run on the 11th day — as apparel sponsors. This event raises funds for charities and hopes to raise R1-m next year.

The event, now in its fourth year, is inspired by the life of record holding Comrades winner Phil Masterton-Smith who cycled 1 700 km’s from Cape Town to Pietermaritzburg, because he could not afford train fare to the Comrades race.

There are only 18 000 entries available and the Comrades Marathon 2014 committee have compiled a series of workshops that include Women Seminars that take place January-March 2014.

What’s on the head for 2014?

p36 :: Apparel & Footwear

The great thing about headwear is that there are so many options, reports CARIN HARDISTY. Suppliers give an insight into what retailers can expect from their headwear ranges in 2014.

C

aps, beanies, fur-lined winter hats, fashion pieces, technical scarves … there are so many ways for consumers to keep their heads covered. Depending on the needs of the wearer, headwear can serve a practical or decorative role.

It’s also an item that is worn across races, genders, age groups and can be good sales items for retailers. However, different types of stores would be interested in different types of qualities offered by headwear.

Sport stores Typically, a sportsperson would wear lightweight headwear with a peak for protection from the sun, with breathability and moisture wicking as bonus features.

“Sports stores predominantly buy our performance peaks in techno fabrics,” says Jade Haworth of Co-Lab Industries. “These peaks are used for running and other sports and are made of a special breathable fabric that allows for endurance.”

Reebok’s performance and delta caps do well for them in sport stores, and Inov-8 also offers breathable and wicking peaks.

Climacool is a combination of fabrics, open mesh and ventilation channels that keep cool air flowing in, and heat and sweat flowing out, explains Lisa Stirrat of adidas SA. “You stay dry and comfortable and performing at your peak in even the most heated competition.” As such Climacool products are also popular among outdoor consumers.

“Our Flexfit performance fabrics provide excellent breathability that wicks away moisture and perspiration, keeping the wearer dry at all times,” says Kapow Dykes of The Kartal Distribution, local distributor of 47 Brand, Starter and Flexfit headwear. “These high-tech fibres are specifically designed to block and resist odour.”

Buff, locally distributed by Adventure Inc., offers product that will benefit sports people such as runners or cyclists, for example their reflective Buffs.

Outdoor stores Outdoor stores cater for customers who participate in a wide variety of climates, from the freezing cold to really warm areas.

Some things are bound to spoil an activity, and one of them is sunburn!

Junxion Hat Factory’s wide brimmed Breezy leather, canvas and hessian hats are popular among consumers who want to keep the sun off their faces and necks.

“Our wide brimmed floppy hats are very popular in outdoor stores, especially among fishermen and hikers,” adds Haworth. Co-Lab Industries not only caters for the outdoor person in the heat. Their trappers, that feature a fur lining, are also popular among outdoor consumers.

Inov-8’s fleece-lined winter peaks do well for them, says Donovan van Gelder of local distributor, Rebel Elite Fitness.

Consumers who want to keep their heads warm also enjoy their wraggs (a technical scarf) and beanies.

Buff offers several varieties of technical scarves including their Polar Buff, a wind-resistant Buff, wool

Sports Trader :: 2013 October/November

Flexfit

Buffs, etc. “Angling stores really enjoy the angling specific ranges due to the real functionality and consumer benefit of the High UV protection component of the Buff,” says Ragna Nilssen of Adventure Inc. The technical scarves are not only purely practical. “Most outdoor wear also has a fashionable element,” Nilssen points out. The ladies’ Infinity Buff has been designed to have the added appeal of being fashionable.

The great outdoors not only offers great views. It also holds mosquitos that can be rather bothersome. Flexfit offers caps that feature anti-mosquito repellent. Other great features include UV protection and their organic anti-moth wax. The wax is harmless to humans, almost odourless and will protect the product from harmful insects. Their SP Hybrid coat repels water. “If you want a robust cap that can handle wet conditions, the SP Hybrid coat can be applied to a myriad of fabrics to induce water-repellent properties,” says Dykes.

Fashion stores Snapbacks — adjustable, flat-brimmed baseball caps with snap fasteners on the back — are popular among fashion store buyers. The cap style has been popularised in Hip-Hop culture by music artists wearing, and singing about, snapbacks. In turn, their followers have adopted snapbacks as their headwear of choice.

Reebok has had a long association with music artists and their snapbacks are well received in fashion stores. Their flat peaks also do well on the lifestyle front.

Flat peaks also do well for adidas, who adds that beanies and their five-panel caps are also firm lifestyle favourites.

Flatbill caps are popular for men and wom To p38 Junxion Hat Factory’s Breezy

p38 :: Apparel & Footwear

Headwear trends cont from p36

Infinity Buff

en, no matter the season, says Haworth. In winter, warmer headwear do better, such as their beanies and felt-moulded hats such as bowlers and Stetsons for the ladies, and ivy’s and panama hats for men.

Similarly, 47 Brand, Starter and Flexfit’s snapbacks and arch front snapbacks sell well in lifestyle stores. Starter also does well with their five-panels and beanies, while Flexfit also enjoys sales in five-panels, semi-curved peaks and fedoras.

basic cap with subtle branding,” says Tezanne Shunmoogum of Reebok SA. Outdoor consumers like Junxion’s wide brimmed hats. Men prefer the full or patch leather and canvas hats, while ladies like the breezy hessian and canvas styles.

New for 2014

Overall, there is a bright colour trend from most respondents’ ranges.

“New Balance will be introducing some brightPopular with men and women ly coloured technical running caps, which have Co-Lab Industries “Buff is one of the articles that appeal as much bold reflective detail on them,” says Cole. They to men as they do to women,” says Nilssen. will also continue with their range of running patented Flexfit technology. The 110 brings the “The end result is a really extensive Buff range caps that includes functional details such as ultimate one-size-fits-all cap to market, with that can cater for the ‘man’s man’ who wants mesh panels, lightweight moisture manage- an unmatched level of comfort and form,” says to wear a camouflage Buff, to a fashion Buff for ment, adjustable straps and reflective detail, Dykes. with seasonal colour tie ups to their apparel “47 Brand is an end-user based product that ladies like the Infinity product.” focuses mostly on the snapback style and the Co-Lab Industries’s consumers have a play- range.

“Our lifestyle snapbacks feature seasonal col- increasingly popular arch front snapback,” says ful edge, with ladies enjoying turbans, slogan beanies and felt-moulded hats, especially those our ties to our classics footwear, and retain the Dykes. “The amount of variation that can be with ears. Men prefer their ivy, slouch and ex- flying NB as the primary embroidery and brand- created using these two styles has proved to be ing feature,” says Cole. “We are also bringing in endless. Using different materials, patterns and plorer trapper styles. the varsity style font as an update.” prints as well as famous sports team’s names Men and women enjoy the same 47 Making sure their consumers are seen, adi- and logos, 47 Brand has been able to release Brand and Starter’s headwear — das has introduced several bright colours. an enormous and entirely unique range of headespecially snapbacks. Starter’s The brand expects their blue (especially wear.” 47 Brand is a licensed partner of Major headwear consumers also solar blue) and bright neon (especial- League Baseball, the National Football League, like their five-panel caps and ly orange) headwear to be very the National Hockey League, the National Basbeanies. popular. “Retailers should keep ketball Association, and over 650 colleges.

Flexfit’s consumers also New aBalance an eye out for our five-panel, Starter is a relatively new brand in the South like snapbacks, but it’s more the men and youth who do. The ladies and youth flat peak and performance Climacool mesh African market. The brand, however, has a long history abroad — having been established in prefer trucker styles, while the ladies and men caps,” says Stirrat.

Inov-8 has organized their colours according 1971 — and combines sports clothing with popshare a love of curved peaks.

“Our performance caps are popular among to the temperatures they expect the headwear ular culture, especially through partnering with both male and female consumers, especially to be worn in. “For warm wear darker colours major pro basketball, football, baseball, hockey our bright colours, solar blue and samba or- like black and reds will be popular, and for hot and college leagues overseas. They are introange,” says Stirrat. Their visor caps also appeal weather wear lighter and brighter colours,” ducing several new styles, colourways, prints and patterns in their headwear ranges. These to both genders. Ladies tend to prefer pink run- says Van Gelder.

“Inov-8 is constantly experimenting with dif- include snapbacks, arch front snapbacks, buckning caps while men prefer flat peak caps.

“Ladies tend to prefer the lighter and more ferent materials to find the optimum balance et hats, five panels, and pom pom and foldover pastel colours while men favour darker and between function and form,” says Van Gelder. beanies.

“Things like detachable neck coverings on caps Retailers can expect to see arch front snapbrighter colours,” adds Van Gelder.

While colour also does well for New Balance is something new in 2013/14.” The brand is also backs, textured fabrics and bright patterns in — a key colour for winter 2014 for ladies is wa- introducing new running-specific beanies and Starter, Flexfit and 47 Brand’s 2014 ranges. termelon and for men it’s cobalt blue — black scull-caps. “They vary in thickness and mate- Starter will also feature synthetic animal prints and white always remain popular must-haves, rial, but are all fitted and shaped to hug the on the headwear. head.”

While Reebok says that black, red and navy says Barbara Cole.

“We expect fuchsia, cobalt, ink, powder and will be popular sellers in their headwear range, Reebok’s consumer customers prefer more low-key branding on their headwear. “We have peacock blue, cabernet, toffee, nude and ivory Shunmoogum adds that melange colours should found that caps aren’t popular with female con- colours to be popular among female consum- also do very well for them. Melange is a mixture sumers, but male consumers enjoy quite a neat ers,” says Haworth of the Co-Lab Industries of colours, for example where two colours of winter 2014 range. “Electric blue, navy, claret, threads are used together. “Retailers can exmustard, olive, charcoal and camel will have pect to see updated logo treatments and trim the men coming back for more.” detail on our headwear,” says Shunmoogum.

Kartal Distribution’s caps will feature heath“Buff is continually evolving from a category er grey, navy, maroon, black and camouflage point of view,” says Nilssen. “There across their 47 Brand, Starter and Flexfit brandare a multitude of Buff moded headwear. Starter will also have red in their els and colour and design headwear, while 47 Brand will also feature updates seasonally, so there red and paisley. is continually newness The Flexfit 110 is the first from a colour pallet and stretchable snapback. design point of view. The “Flexfit’s latest creation trend is towards brighter combines the ease colours and funkier designs of an adjustable and we see this continuing cap with Yupoong’s into 2014.”

Inov-8

Sports Trader :: 2013 October/November

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Are you ready for the Xmas rush?

p40 :: Industry

W

Do you have items in stock that will apeal to your customers seeking gifts?

ill the holiday and Christmas spending this year compensate for what was a tough year for retailers and their customers?

There could be grounds for cautious optimism. Retail confidence showed an upturn in the third quarter of 2013 as 49% of retailers surveyed by the Bureau for Economic Research (BER) were satisfied with prevailing business conditions, compared to 41% in the second quarter. It is, however, still below the 50% retailers reporting satisfaction in the first quarter of 2013.

Most retailers surveyed reported that sales grew as expected and that they did not experience a build-up of stocks — indicating that consumer demand did not slump unexpectedly.

The Foschini Group (TFG) reported at its AGM that sales had strengthened since the beginning of July, with 13% growth, after challenging trading conditions for the first five months

700

First half sports goods imports R’m

600 500 400 300 200 100 0 2008

2009

2010

2011

2012

2013

The Rand value of South African sporting goods imports during the first half of the year showed a marked increase during the first two quarters of 2013 — surpassing the good trading of 2008, before the global slump hit.

This graph is based on the import value of selected sporting goods, as reported by the Department of Trade and Industry under code H95.

of the financial year resulted in 9.1% growth.

Mr Price also reported 14% sales growth for the first 18 weeks (four months) of their financial year ending March 2014.

But, rising prices due to the 30% depreciation of the Rand over the past 18 months, higher manufacturing costs in China, coupled with rising unemployment and a slowdown in unsecured lending, are expected to keep trading

conditions tough over the festive season.

Wholesale trade sales increased 8.5% in July‚ compared to the same month a year ago, Statistics SA figures show. The highest annual growth rates were recorded for retailers in hardware‚ paint and glass (10.3%); textiles‚ clothing‚ footwear and leather goods (8.9%); and food‚ beverages and tobacco in specialised stores (4.3%).

says Georgina Connock of Awesome Tools. The tilt mechanism has been revised and is now even more durable while the recalculated reflector lens has optimised the light distribution. They offer more durable cabling and a USB port for straightforward and versatile charging. The H7R.2 (R = rechargeable) enjoys all the same features, however, it also has some unique new characteristics. It has a multi-function switch with a battery indicator enabling the user to gauge energy levels and also facilitates a low battery message. The user can also connect a light to the rear of the headlamp for safety while cycling or running.

The new LED Lenser H14.2 (left) and H14R.2 are constructed to be reliable, performance oriented and flexible. After gathering feedback from customers who tested the lamps thoroughly for durability and applicability, over a variety of uses, Led Lenser moved quickly to make the necessary improvements.

These models feature the updates of the H7.2 and H7R.2 while still being very user-friendly: a front switch allows the user to switch between lighting modes and light intensity with ease.

Back in 2009 the LED Lenser X21was launched with an output of 900 lumen and in 2011 the X21R featuring 1 600 lumen was introduced.

These extremely strong lamps conquered an entirely new market and were LED Lenser’s flagships. Now the flashlight technology has

been perfected, the light performance enhanced significantly and the X21 has been reintroduced in the form of the X21.2 (right) and X21R.2.

The lamps of the new X Series offer a wealth of improvements.

The X21.2 has an improved run time of 400% — it now runs for up to 100 hours and offers unbelievable lighting power of up to 1 600 lumen. The X21R.2 offers an improved run time of 200% and lighting power of up to 3 200 lumens. It also features a rechargeable Safety Ytrion Cell battery that provides extreme operational safety and a floating charging system facilitates easy and fast recharging.

All these models also include the Advanced Focus System (AFS) and speedy one-hand focusing that LED Lenser is renowned for. The patented AFS combines lens and reflector, thus joining the advantages of both systems.

The result is an excellent bundle of light in the concentrated spot beam, as well as an impressive homogeneous lit area in flood beam.

Sales are bright with LED Lenser TO KEEP up with today’s ever-changing technological landscape companies need to be constantly innovating and updating. And that’s exactly what Led Lenser, locally distributed by Awesome Tools, has done with the release of their newest products. They have upgraded their most popular lines to ensure consumers enjoy nothing but the latest in LED technology.

The favourites — including the P7, T7, H7, H14 and X21 — have all undergone intense scrutiny and now the Led Lenser P7.2 and the T7.2 feature a new ergonomically design switch with a larger surface area for improved handling, a frozen black coated finish for a better grip, new powerful LED chips, and recalculated reflector lenses for a larger light spot, better close range illumination and a wider beam angle.

The best-selling H7 and H7R have been sold a million fold worldwide and notable features have been improved to make them even stronger! Every head is different that’s why the shape of the new LED Lenser H7.2 and H7R.2 adjusts itself perfectly to the different physiognomies of each head.

“They are so comfortable, you'll forget you are wearing a headlamp!”

Sports Trader :: 2013 October/November

Local is lekker with Civvio’s excellent gift options SOUTH AFRICAN brand Civvio has two watch styles that will both make great gift options, says Brigid Kemp of distributor DMQ Trading.

Their wooden watch range (right) includes fashion-forward design options manufactured from carbonised bamboo, as well as a twotone carbonised bamboo and maple wood option. With the wooden look, these watches stand out on the arm.

“Another recent addition to our range is the Civvio Nylon Swat watch [below] — another awesome gifting option,” adds Kemp.

It comes with two inter-changeable straps, which makes it very versatile, and the watch movement is quality Japanese with decorative sub dials.

It’s not only their watches that are bound to sell well. The brand is also excited about their travel speakers and waterproof MP3 player and FM tuner.

The travel speakers are housed in a zip-up protective case with a carabiner that allows for attachment. Compatible with various devices (MP3 players, computers, phones, PSP’s, and oth-

er Bluetooth devices) it will fit into any music-lover’s lifestyle. It also has a microphone and two handy buttons to answer a call and hang up, which allows the user to wirelessly make calls without touching the device.

Civvio’s waterproof MP3 player and FM tuner is ideal for swimmers and people partaking in watersports. Just don’t advise anyone to go diving with it — it’s waterproof down to 3m. The device features a playback time of up to 10 hours, 3D stereo sound and 4GB storage space. Your customers need not worry about dropping it in the water and not being able to reach it again — it’s made of floating material.

Summit’s games for the beach, garden or backyard

Playing a game of netball, soccer or cricket is a great way for families to spend time together over the December holidays. Summit’s range of soccer goal sets, locally distributed by Opal Sports, are perfect for a game between parents and kids (classic) or a game between teams of kids (mini twin). The soccer goal sets come complete with a ball, pump, cones and pegs — ready for play!

The portable goal sets as well as Summit’s 2-sided rebound nets are perfect for a day at the beach, a camping trip or for the backyard. The sets are easy to set up and allows the family to play anywhere within minutes. Future sport stars looking to improve their catching and throwing skills will

love the 2-sided Rebound training net, which deflects a ball back at a player.

Families looking to spend time with their daughters can enjoy easy mountable netball rings. Goal scorers can improve their hoop skills with Summits’s professional hoop sizes. The hoops are mounted using hi-tensile screws and the hoops are made from durable powder coated metal tubes.

Summit also offers a range of quality inflatable balls for sports such as soccer, rugby and netball.

The balls are equally ideal for playing with friends and family, as they are to play a game with the team.

They feature fun bright prints that will draw extra attention to any ball display.

p44 :: Sport

Did the African cycling dream impact on the cycling trade?

Photo courtesy of Wines2Whales, the multi-day mountainbike event in the Western Cape

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South Africa is earning some well-deserved limelight from cyclists performing on the world stage. Our continent is producing road cyclists worthy of yellow jerseys on the European circuit, SA’s mountain biking culture and industry seems to be on an ongoing upsurge and BMXing is developing on a national scale. Cities within South Africa are also becoming more cycle friendly. Has this growing interest in cycling resulted in a direct effect on trade and if so, what has been the impact? NELLE DU TOIT investigates

ycling is arguably one of the fastest growing sports in South Africa.

The growing interest in cycling (in all its forms) and the events associated with the sport can also have a positive impact on the overall economy.

The hosting of the UCI Mountain Bike Masters and MTB and Trials World Championships in Pietermaritzburg from 26 August — 1 September this year triggered an economic boom for the city and its broader regional economy worth R3-bn, according to a report from Gameplan Media.

“We have hosted UCI Mountain Bike World Cups in Pietermaritzburg in 2009, 2011, 2012 and will do so for 2014 and 2015,” says Mylene Loumeau, PR and communications manager at Cycling SA (CSA).

KwaZulu Natal has completed a detailed study that indicates that cycling events have brought more than a R1-bn worth of value and economic spend to the region.

The return on investment that the province is making on hosting cycling events has strengthened KwaZulu Natal’s commitment to support for hosting international cycling events and reinforcing Pietermaritzburg’s position in Africa as Bike City.

Pietermaritzburg has just completed an international standard BMX track (a legacy of hosting a round of the UCI BMX Supercross in 2011) at Giba Gorge. The city also hosted the 2009 and 2011 UCI BMX Supercross World Cups.

“Before, when we sent SA BMX champions oversees, the track that the athlete had to compete on was completely different to the track that he was used to training on,” says Loumeau.

Now our top BMXers can train in the country.

In 2012 the Cape Argus Cycle Tour was estimated to have contributed R450-m to the Western Cape’s economy. “This included revenue generated from a range of services including meals, accommodation, shopping, tourist attractions, vendors, the sale of bicycle spares and equipment and others,” says Western Cape Minister for Economic Development and Tourism Alan Winde.

Considering the boost in economic and tourist activity cycling events can generate, it is no wonder that many SA cities are focusing on promoting a cycle-friendly environment.

But, what impact does this two-wheeled transportation wave actually have on trade?

Mountain vs road All the cycling retailers that responded to a mini-survey Sports Trader did in September this year said that they have experienced exceptional growth in mountain biking sales over the last year. Some experienced 26-50% growth and others commented that they have experienced as much as 50-75% growth in mountain biking sales.

Out of the three categories asked (road cycling, BMXing and mountain biking), all retail-

ers indicated that they have experienced more growth in mountain biking than road or BMX. One retailer mentioned that whilst they sell more men’s cycles in the road cycle category, they sell more women’s cycles in the mountain biking category.

Internationally, women’s cycling (road and MTB) participation is on a growth spurt. The US has seen women’s cycling participation numbers overtake the participation numbers of their male counterparts, according to the American Bicyclist Study, put together by the Gluskin Townley Group. In 2012 the number of men who regularly rode a bicycle dropped 6% to 1.2-m, whilst women’s participation jumped 8% to 1.3-m.

In South Africa road cycling seems to have remained stable — cycling retailers and suppliers all say that they have not seen any growth in road cycling.

“We have found that the road segment is stable, neither growing nor retracting as it has done in the past,” says James Botes Snr of the Supersport Cycles distributorship.

Dangerous drivers, taxis, impatient road users, road rage, etc. could all attribute to cyclists moving off the dangerous roads and onto the trail.

“Road cycling has stagnated and has been stable for the last 4-5 years, mostly because of dangerous roads,” says Shamus Kreuger from the Bicicletta distributorship.

Many new participants are attracted to mountain biking by the number of mountain biking events that have been held across the country. These events attract riders from all age groups and fitness levels.

“Mountain biking has grown exponentially because the races cater for the whole family,” says Kreuger. Most weekend races have a choice of long, short and kiddies races. Some of the big series races even have a kiddies area where the children are looked after while the parents ride the race. After the race people stay for prize giving and a braai — the feel is just lekker. Families even plan weekends away that include a race.

“Road cycling, however, mostly has no vibe — it’s far too serious.”

About 60% of their sales in Olympic cycling shoes are from mountain bike specific shoes and 40% are from road cycling shoes, says Gordon Stokes of Jordan & Co. He also notes that whilst a cyclist can use mountain biking shoes (which have more protection around the toes and are generally more robust) for road cycling, road cycling shoes cannot be used for mountain biking.

Cycle Tour interest Road cycle sales are strongly linked with the Cape Argus Pick n Pay Cycle Tour. “Mountain bikes are sold year round, but the road bikes are limited to pre-Argus sales,” says Phillip Thord-Gray of Rapid Sport. “The Cycle Tour has kept road cycling alive.”

The event not only promotes a strong interest in cycling across SA, it also attracts many international cyclists to the country.

The demand for a spot in one of the world’s largest timed cycling events far outreaches the supply. “This year — 2013 — entries closed in 5.5 days,” says David Bellairs, director of the organisers, Cape Town Cycle Tour Trust.

Traditionally (2005-2012), it took between 2-4 weeks to reach the 35 000 participation limit — this year one could only enter online and the numbers were filled in record time.

The Cycle Tour is internationally regarded as one of the top road cycling events.

“A huge compliment to the event was the visit by a delegation from London who used the Cycle Tour as a study and blueprint for the running of the first ever Ride London event, which was hosted in August 2013 for the first time and took place through central London,” Bellairs continues.

“Our priority is to give participants an unparalleled riding experience while at the same time raising money for the many causes supported by our two beneficiaries — the Pedal Power Association and the Rotary Club of Claremont.”

Selling cycling equipment As with most technical sports and activities, thorough product knowledge is required to sell cycling equipment. Some suppliers view cycling specialist retailers as the main sellers of cycles and accessories.

“In our view the main sales are still taking

place through independent cycling specialists,” says Botes. “As we distribute high end consumer products, specialised product knowledge and assistance is invaluable to the end consumer for making the correct choices, etc.”

Not all mass chain stores can cater for the informed consumers, as the products become very technical. Even though independent retailers usually have limited space for stock, “we see them show casing their stock more,” says Kreuger. “This has been a phenomenon over the last 2-3 years. [Specialist] stores rely more on bike fitting and servicing than just sales.”

As cyclists do a lot of research on the different components of their bikes, many make use of online trade.

“Online stores are doing well, but it’s for the informed consumers. We often find these consumers know a bit more than the staff in the stores,” says Kreuger.

One of the benefits of specialist retail over

All the cycling retailers said that they have experienced exceptional growth in mountain biking sales online trade is that one can fit a new component/bicycle in store.

“There are still horror stories of consumers buying components from online stores at amazing prices and then finding that they are incompatible with their other equipment.”

Growing customers The good news for South African cycling retailers and suppliers is that the customer base will continue to grow through the many initiatives to support and develop the sport of cycling in South Africa. Many of them are aimed at getting youngsters interested.

Cycling SA (CSA) is the governing body for all five disciplines of cycling in SA, which includes BMXing, mountain biking, road cycling, track cycling and paraplegic cycling. Their role is to facilitate initiatives for youth development and also to facilitate infrastructure to help develop the sport.

Currently CSA has 24 415 members (down from 34 326 members in 2012) and 2 650 members with racing licenses (up from 2 559 in 2012). The racing licence is for those cyclists who wish to be eligible for provincial and national selection and awarded their respective colours.

The Long Term Participant Development (LTPD) programme is a non-competitive programme that allows kids to learn new cycling skills. The annual CSA Youth Festival encourages team building and allows kids to be able to learn skills from other cycling disciplines — i.e. a mountain biker can learn BMX and road skills, etc.

“The Youth Festival has really started to gain momentum over the past two years and you can really see the interest in cycling from the youth picking up as well,” says Loumeau.

‘The Argus’ attracts cyclists from across the world.

“The sport seems to be growing on the SA Championship pool.” The SA Championships (road) youth structure has changed — where it used to be open for U10, U12 and U14 age groups, for instance, it is now for cyclists representing their schools only.

The Spur MTB league is an initiative where various schools across the country get involved by building a mountain bike track around the school and then hosting an event. “This is an exciting way for more youngsters to get involved in the sport.”

Bloemfontein has now officially got their first BMX track — the 16th one established in vartious parts of the country.

Top cyclists develop interest South Africa — and Africa — are producing more and more top international cyclists and they are inspiring young riders to follow in their footsteps.

Apart from Darryl Impey, who became the first South African to wear the yellow jersey in the 2013 Tour de France, won by the African cyclist Chris Froome — Team MTN Qubeka p/b Samsung is the first African pro team to be making a name for themselves on the European circuit.

They are one step away from competing in the Pro-continental Tournament, says Loumeau. “There are a many South African cyclists in the pipeline to becoming top cyclists.”

At the age of 21 SA born Greg Minaar became a world champion of downhill. He has won the UCI Downhill World Championships three times — in 2003, 2012 and in 2013. He has finished in second place three times as well (2004, 2006 and 2009). He has also been the Downhill World Cup winner on three occasions (2001, 2005 and 2008).

SA is also representing on the BMX category. Sifiso Nhlapo represented SA in the 2012 London Olympics and women’s BMXer Teagan O’Keeffe is currently preparing for the 2016 Rio Olympic Games.

Even non-cyclists become inter- To p46

p46 :: Sport

Where the Pro Shop meets the Cycle Lab The MoreGolf Group recently acquired Cycle Lab, the largest cycling retailer in South Africa. NICOL DU TOIT spoke to CEO Darryl Edges about their plans for the cycling division

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owards the end of the last century Rhys Hughes and Darryl Egdes gave golf retailing a jolt when they started the successful chain of The Pro Shop golf stores — now the largest golf retail group in South Africa.

They recently made the cycling world sit up when they bought Cycle Lab — the largest cycling retail group in South Africa.

Simultaneously, they acquired the PWC Cycle Park and Fittrack, the online fitness business.

They will house these businesses in a new division called MoreCycle. The new division will be headed by Stephen Reardon, alongside Andrew McClean, Cycle Lab’s founder.

They had been scanning the sports market for alternative opportunities for some time before acquiring Cycle Lab, explains Egdes, Joint CEO of the MoreGolf Group.

It is no secret that the golf market worldwide has been in the doldrums for quite a few years, although Egdes is quick to point out that the MoreGolf Group has grown by more than 30% over the last three years. This was, however, achieved through clever diversification and creating family oriented and destination type businesses, rather than growth in equipment sales.

It is also no secret that golf is experiencing a decline in terms of the frequency people play the game. The influence of other activities impacting on leisure, and particularly family time, make too many demands on people’s time. This is not confined to South Africa.

Partners Rhys Hughes and Darryl Egdes. Photo: Nicol du Toit

Golf and cycle participants have the same aspiring mind set: they want to improve their performance through using the best equipment they can afford The golf industry internationally has been in a stagnant state for some time now and they do not expect to see any growth occurring soon.

And let’s face it, they have been in golf since 1976 and have probably achieved what they wanted to. There are no clear opportunities left, apart from expanding outside South Africa.

Egdes and long-time partner Rhys Hughes wanted to find avenues into which to diversify and therefore decided that they needed to look elsewhere for opportunities where they could use the skills they learned in the golf market. They have built up an in-depth knowledge of specialist retail, which they could replicate in any other industry.

Cycling attracted their attention. It is a growing industry — worldwide and in South Africa.While they do not have a detailed knowledge of the cycling industry, Andrew McLean will remain on board as a shareholder and in an executive role within the new structure.

In terms of retail distribution, cycling is currently in a similar situation to golf in the late seventies/early eighties when they saw an opportunity to create The Pro Shop, says Egdes.

But, cycling has some interesting differences from golf. Everyone can ride a bike, and therefore all members of the family can cycle. It is not such a skill-demanding sport such as golf.

Participants, however, have the same aspiring mind set: they want to improve their performance through using the best equipment they can afford. The LSM is also very similar to golf.

The cycling industry has four legs — retail, cycling clubs, events and online — and they will get involved in all of them, he says.

Cycle lab is currently on the pinnacle of the triangle where they have primarily served the competitive participant, and they need to move it down into the broader base where they will serve the beginner and family participants as well.

They will continue to concentrate on selling branded product, but similar to The Pro Shop approach, when those brands can’t be supplied by local distributors, they will bring them in directly. Their strategy will remain to offer international brands at international pricing parity.

Other innovations they will bring into the cycling industry will be to accept trade-ins and to arrange finance, if required.

They also want to create destination stores, similar to what they achieved with golf.

They are moving the first store from its present location in Fourways just up the road to the old 4x4 Mega World site. It will be a 2 500 square meter store — the biggest in the southern hemisphere — and will open in November.

Cycling market cont from p45 ested in cycling when South African and African cyclists perform well on the international stage.

“Just from monitoring our online media and social networks we can already see there was a spiked interest in cycling around the time of the Tour de France and Olympics,” says Loumeau.

International cycling is very competitive and Africa is still very much behind Europe as a country that produces world-class cyclists.

But, cycling teams like Team Qubeka has instilled a dream that an African pro-cycling team is tangible and it can be attainable.

The World Cycling Centre (WCC) Africa (a di-

Sports Trader :: 2013 October/November

South Africa is producing more and more top international cyclists and they are inspiring young riders to follow in their footsteps vision of the UCI) has been actively involved in the training and development of African cycling since it was established in 2005. Athletes who attended the training centre have won medals at the African Continental Championships, others took part in the UCI World Cups and some qualified for the 2008 and 2012

Olympic Games.

Trainees have also moved onto professional cycling teams such as Europcar, Orica Green Edge and Africa’s own MTN Qhubeka.

With the centre based in Potchefstroom, South African cyclists can easily access the hub for cycling in Africa.

Countries from especially Northern Africa, Morocco and Eritrea are very strong in cycling.

“It is beneficial for SA champs to train with these teams as the goal for an elite SA cyclist is to become the African champ, thereafter they can look to the world stage,” says Loumeau. “The center has also helped SA champs push and train harder to become pro-cyclists.”

Sport :: p47

Athletic accessories create retail sales Variety is the spice of an athlete’s life, with so many athletic accessories available retailers need to ensure they meet all their customers’ stock needs. They also need to be clued up on the products they stock in order to push up sales. RHIANAH FREDERICKS reports on what South African suppliers suggest retailers can do to improve their athletic accessories sales.

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any customers walk into sports stores not knowing what equipment they need to purchase in order to train for an athletic meet. Parents who don’t participate usually purchase equipment for their children, or sometimes more experienced athletes may need advice on new products. Product knowledge about the equipment they will need, can result in more sales, says suppliers.

“Ensure that the person in the shop has the product knowledge,” says Gerhard Ferreira from Gimtrac, local distributors of Gill Athletics. Often parents who come in to purchase equipment for their children have no knowledge of what is available or what they need, and will expect advice, he says.

Schools generally realise on the morning of their sports events that they do not have sufficient crossbars, etc. available and will shop at the closest and most convenient retailer “Educate staff so that they can make fast and correctly targeted suggestions,” recommends Donovan van Gelder from Rebel Elite Fitness. He believes that this can influence the number of sales made at the end of the day.

If the salesperson is well informed on what

the customer is interested in and knows what they have already bought, it gives them the opportunity to suggest other products as well, he says.

Staff especially need training when it comes to javelin, discus and shot put equipment, because certain weights suit certain age groups, says Mark Cocks from Everest Sports. “If an employee is knowledgeable about the product and the needs of the customer sales become easier.”

Quality products Knowledge about what determines the quality of a product can also ensure a sale, highlights Jaco Kirsten from Orbit Sports, local developer of the Stormforce range and To p48

2013 October/November :: Sports Trader

p48 :: Sport

Athletics accessories cont from p47

distributor of Nelco. “Stick to a brand that has a good reputation, as unbranded products can cause more issues of returns.”

Gerhard Ferreira agrees that selling quality equipment will ensure that there are no comebacks from customers and that having internationally certified equipment on your shelves will only improve sales further.

“Coaches will often recommend to their athletes where they can purchase equipment,” he says, therefore you should advise schools in your area that you stock quality and certified equipment. Schools are no longer buying the good quality items due to costs and therefore parents need an easy and accessible retailer where they can purchase quality and certified equipment.” This could be your store, if these items are in stock.

“Send reps to the schools in the area”, suggests Irfaan Lee from Sedgars Sport, local distributor of Winner Sports and Bhala Athletics Equipment.

“It is important to create awareness that you stock athletic products and that you are a serious retailer in the market,” adds Martin Ferreira from Kevro Sport, local distributor of Garrett Athletics. “The bottom line is that you need to get communication through and need to align your stock accordingly.”

“Sufficient stock so that the customer finds what he wants when he comes to the store will obviously improve the chances of completing the sale,” says van Gelder.

Essential equipment If a retailer supplies to schools and government departments they should stock basic items like javelin’s, shot put balls, discus equipment, tug of war ropes, etc. “These are the items that a supplier should keep

for the schools and colleges in the area and it’s normally seasonal (first half of the year),” says Yusuf Badat of IG Hoosen Sports.

When stocking athletic equipment, you should consider basic items normally supplied by schools, suggest suppliers. These include equipment for throwing events such as javelin, shot put, discus and hammer throw.

“Schools generally realise on the morning of their sports events that they do not have sufficient crossbars, etc. available and will shop at the closest and most convenient retailer, says Gerhard Ferreira. Although long items such as high jump and pole vault crossbars appear to take up space, they can easily be stacked and should form part of the essentials when stocking your shelves.

He also suggests that retailers should stock starting blocks for all ages,

Smaller and easy to store items such as javelins, discus and relay batons are great to have handy because these are the type of items that athletes may buy individually,

because most schools don’t have blocks available for their athletes and when they have to run at stadiums, they are not familiar with using them. “The starting blocks that you stock must be of good quality so the athlete can use it for a few years before they outgrow it and have to purchase a bigger block,” he adds.

Some items such as megaphones and landing mats can take up a lot of space, says Cocks, but if retailers have space they should stock at least two of each. If a retailer has space to stock items such as javelin, discus and shot put trolleys, it would be nice to stock at least one of each as they help with easy transportation of these items on the athletic field, he suggests.

Retailers should also ensure that they stock replaceable items such as relay batons, for both junior and senior athletes. Stopwatches and replacement spikes are also ideal items to stock and retailers should not forget that smaller items such as barrier tape will also sell well, because customers are more likely to buy their tape from a sports shop than have to find a hardware store.

Clothing and smaller items like flags, whistles and tapes are always good to stock, suppliers say. “They give customers the option to add on items to the sale,” explains van Gelder.

Measuring tapes (20-100m) in steel and fibreglass, clipboards, lap counters with bells, agility trainers and 10-100 lap stopwatches are ideal nice-to-have items that retailers should consider stocking.

Clothing and footwear “Basic attire such as vests, shorts and running shoes for athletes should be well-stocked,” advises Gerhard Ferreira. Because running spikes can almost be deemed a consumable item, athletes will usually change their shoes at least once a season, making this a prime item to stock, he says.

“When it comes to running spikes you would have to take a complete size curve to suit your clients’ needs,” Cocks suggests.” It will not be possible to cater for all as items such as athletic tops and shorts may have many colour options. Retailers cannot possibly stock them all.”

Finding space Retailers may not be able to cater for all, says Cocks. “Because athletics has so many codes under one umbrella.”

“Focus on a variety of different equipment depending on the need, but space obviously needs to be kept in mind,” advises Martin Ferreira.

“For the retail market (for individual purchases by the athlete) I will suggest the basics like spikes and starting blocks and some basic training wear like running shorts, technical tees and socks.”

Smaller and easy to store items such as javelins, discus and relay batons are great to have handy because these are the type of items that athletes may buy individually, whereas larger and bulkier items

Sport :: p49 that take up too much storage in a store, says Kirsten. “Retailers can place an order with us and we will deliver larger items directly to the customer, for an affordable price,” he says.

As manufacturers they have storage facilities where items can be held until purchase, offering retailers a variety of large items without having to fill their store unnecessarily.

Retailers should stock a fair amount of every item, as every athlete has different needs, says Kirsten. “There is no standard list of athletic items to stock, because these are individual sports,” he reminds. Each sport has a variety of options, therefore retailers should stock items based on their customers’ preferences.

Popular items Different suppliers have identified different items that sell well: • Stopwatches sell particularly well for De Wet Sports, says Kevin de Wet. • Items such as high jump mats, starting blocks, measuring tapes and relay batons are favourites of Gimtrac customers.

• Starting blocks are also a firm favourite for Sedgars customers and other items like discus and shot put equipment, as well as spikes, sell best.

• High jump mats also sell well for Orbit Sports, says Kirsten, who attributes this mainly to their well-priced delivery option.

• Athletic accessories supplied by Kevro Sport that sell well to the retail market are definitely the basics like spikes and starting blocks, while starter pistols & caps, shot put and discus equipment are popular buys for schools.

• Athletics is a seasonal sport, says Cocks, therefore he finds that there is no particular product that sells well and that customers already have most of the equipment they require and generally just do fill-ins of what they feel they need.

Starting pistols Supplies of starter pistols have been affect-

ed by the explosion of a Taiwanese fireworks factory that caused many deaths, resulting in factories working with these materials shutting down.

“Up until a few years ago, we had no problem importing starting guns and starting caps, but unfortunately, we can no longer import this item, due to our supplier not being allowed to export this product to sporting goods suppliers. This has caused a huge problem for consumers because they were so used to this product,” says Badat.

As a result, some suppliers are now offering retailers the option of electronic starting pistols. “It is battery operated and does not have caps or a barrel,” explains Kirsten.

Everest Sports will be importing an electronic starting pistol that has a portable speaker that attaches to the user’s belt or can be used with a megaphone that has a jack plug point, says Cocks. “It has three sound settings — starting gun for track and field, whistle for team sports and siren for swimming.”

Consumers are, however, reluctant to change because the electronic starting pistols retail for more than four times the price of the regular starting pistols, says Badat, even though the electronic pistols are a once-off investment, because there is no need to buy caps again.

This makes them more cost-effective in the long term, adds Kirsten.

Stringent import regulations as well as the special packaging required for the caps make the importing of starter pistols and caps quite a process, says Martin Ferreira. Kevro Sport will, however, have stock by mid-November before the start of the athletics season in mid-January.

Gimtrac, On the other hand, has not experienced problems with importing starter pistols and although they have found difficulties with importing their caps, they are working towards resolving the issue.

Sedgars Sport is not experiencing any prob-

lems with importing starter pistols or their caps either, says Lee.

January rush Suppliers are aware that there is a rush from schools in January and February, therefore retailers should try and secure their budget and place orders beforehand, to ensure that they have sufficient stock.

“If a retailer intends increasing their stock and would like to concentrate more on athletics equipment, we are more than willing to accommodate them when considering the quantities that we need to import. This will ensure that their stock is guaranteed even before it lands in South Africa,” says Gerhard Ferreira. Retailers should also note that Gimtrac generally bring in their biggest shipment towards the end of October.

“We try to accommodate all our clients with their needs but sometimes you can’t help, says Cocks. It is about forward planning, know when the season starts and make sure you have the correct items in stock so you can cater for your customers’ needs.

Suppliers like De Wet Sports and Orbit Sports offer retailers the option to purchase all year round, as they usually carry stock throughout the year, while others work according to a stricter timeline.

Sedgars Sport also have stock available throughout the year, says Lee, but advises that the best time to place the order is before the season commences in October/November.

It is important to get stock early in January as the season purchases dry up in the second week of February, warns Martin Ferreira.

Rebel Elite fitness and Orbit Sports do not supply to schools. “We only sell to retailers, not directly to schools, but we find that a substantial number do not place pre-orders,” says Kirsten.

Retailers need to ensure that they place their orders well within time so that suppliers are able to deliver on time, as ordering and delivery could take as long as six to eight weeks.

p52 :: Sport

Crossfit builds communities and retail profits

Photo: Ruby Wolff

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rossFit is successful due to several reasons, but the main ones are the community that is built around the movement, the constantly varied workouts and the scalability of the workouts to suit anyone — on any level of strength and fitness, says Paris Philippou of Rebel Elite Fitness, local manufacturers of CrossFit-style equipment and distributors of brands such as Concept2, inov-8, PurePharma, SpiBelt and SportTape.

“CrossFit is constantly varied, high-intensity functional movement,” adds Greg Glassman, co-founder of CrossFit. CrossFit is for everyone. No matter the shape, fitness level, strength, etc. of the participant.

If the participant can’t do a specific workout or movement, the coach will scale the workout and show him how to do the right movements, but in a way that they can do it safely.

“The CrossFit community is leading the way toward transforming the world’s view of health and people’s ability to achieve it,” says Bruce Joubert of Reebok. “The CrossFit community is busy redefining the way most people will train in the future irrespective of their sporting codes or fitness objectives.”

The boxes (CrossFit gyms) are designed around the community of people it wants to attract — and CrossFit is very much about building a community feeling — for example, there are biker boxes, mommy boxes, boxes aimed at specific religions, etc. to name a few — and CrossFit international does not dictate what décor the box should have. The only common element to the design of a box is that a box typically has an indoor as well as an outdoor area

Sports Trader :: 2013 October/November

CrossFit has only been in South Africa for a few years, but it has gained an enthusiastic following. CARIN HARDISTY found out what makes it so successful, and what retailers can stock to benefit from its success.

(for running, sprints, tyre flips, etc.).

Because of the community feeling, it’s a feelgood sporting movement. The competition is on a personal level — how far the participant can push himself — with other participants offering support and motivation, especially to those who seem like they’re struggling. “Your intimate connection to your new community of CrossFitters compels you to stay committed and regularly have the guts to challenge your best,” says Steve Young of Reebok. “It’s a sustainable lifestyle of fitness vs. a spurt of good will to get in shape!”

CrossFit is also practical. The movements are actions such as running, jumping, lifting … building muscles that a typical person needs in everyday life — not working on isolated muscles that are only needed for one activity, or working out on one part of the body simply to look good.

CrossFit has not been around that long, yet it seems to have attracted interest from day one. The programmes are constantly varied and provide high intensity, functional movement.

Participants are unlikely to see the same workout routine repeated regularly — CrossFit programmes take the boring out of working out.

“The movements are exciting and get you moving like you did when you were a kid: climbing ropes, fireman carries, beating tyres with huge pounding hammers! You get to lift massive weights and feel great about your achievements — your body takes shape fast and your strength increases significantly!” says Young.

Due to all the public attention, media companies have also directed their attention towards the movement … and the increase in coverage

has in turn also played a part in getting the message across to even more people. “CrossFit worldwide has seen tremendous growth in my view based on several factors,” says Wayne Becker of Rocktape SA. “Firstly the strong media coverage of the Reebok|CrossFit Games in the USA, secondly the business model that allows for a CrossFit box to be open with minimal barriers to entry and a CrossFit Level 1 Trainer certification, and finally because its training methodology produces results.”

Companies involved The introduction of CrossFit to South Africa not only motivated the public to get moving — it also affected suppliers who saw the importance of being involved in the movement.

“Rebel Elite Fitness was involved in the growth of CrossFit in South Africa from the start — in fact, the company was founded as a result of the start of CrossFit in South Africa,” says Philippou. At that stage, no company brought in the correct equipment - Rebel Elite Fitness saw the need and soon started supplying the necessary equipment. “We are now the leading supplier of CrossFit-style and functional fitness equipment in Africa.”

Both Reebok and Rebel Elite Fitness are among the companies in South Africa who are actively promoting the CrossFit movement.

One of the ways is by partnering with boxes, which is a win-win situation for the box and the brand – the box is supported while the brand receives added exposure to the very people who should be using their products.

Rocktape — a new kinesiology tape brand in South Africa, but no stranger in over- To p54

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CrossFit cont from p52 seas markets — has already started partnerships with boxes where they provide branding inside the box.

“At a CrossFit box level, Rocktape plans to roll out CrossFit-specific Taping Application courses, with the first course being held at Cape CrossFit in November,” says Becker.

Reebok and CrossFit signed a 12 year partnership in 2010, which allows the fitness brand to provide the official CrossFit footwear and apparel. “The partnership was not signed for normal transactional benefits, but out of true partnership as our values are perfectly aligned,” says Young.

“The partnership was a natural collaboration between two companies that are committed to fitness and aim to promote fitness in a new way,” adds Joubert. “Through the partnership, Reebok will be the title sponsor of the CrossFit Games, the world’s premier test to find the Fittest on Earth. We partner with select CrossFit boxes and introduce a range of footwear and apparel designed specifically for CrossFit training and competition.”

“The Reebok|CrossFit Games echo across the world as the mother of all fitness challenges and is a weapon in Reebok’s arsenal in the fight to change the world through fitness,” explains Young.

“Reebok South Africa not only sell and market the co-branded official footwear and apparel for CrossFit, but invest millions into encouraging participation by showcasing the sport of fitness to consumers and for the CrossFit community each year,” says Joubert.

Reebok, together with their box partners, sponsor five world class events annually: the Pretoria Throw Down, the Africa Regionals (in which the winners go to the US to compete in the Reebok|CrossFit Games to win $1-mil), the Big 5 Showdown in Johannesburg where the fittest on earth complete locally, the United We Stand Games in Durban at Gateway, and Fittest In the Cape. The equipment for the events is supplied by Xite Equipment.

Internationally, Rocktape has been a sponsor of the Reebok|CrossFit Games for the past four years. Locally, the brand assisted with athlete medical services at the previous CrossFit Africa Regionals and is the official tape supplier to the United We Stand CrossFit event, which was held in Durban at the end of October.

CrossFitting at home While it is possible for consumers to practice the CrossFit exercises at home, recommend to your customers that they first attend sessions at a box where a trained professional can guide them and show them the correct techniques.

This will allow the consumer to gain the most out of their exercise and also prevent injuries.

“Safety is key. The best advice is that they need to go train at a reputable and legal CrossFit affiliate,” says Philippou. “After understanding the basics very well, training at home is something that can be done to a certain degree.”

“CrossFit is a technique-based program.

Watching a movement on video is not sufficient coaching to perform it safely,” adds Imtiaz De-

Sports Trader :: 2013 October/November

“The CrossFit community is busy redefining the way most people will train in the future irrespective of their sporting codes or fitness objectives.” sai, the head coach at CrossFit Jozi. He is also an exercise scientist with MSc in Exercise Rehabilitation and a CrossFit Level 1 coach with 10 years’ experience.

CrossFit Jozi is one of the boxes that Rebel Elite Fitness is involved with. The box became the sixth official CrossFit affiliate in South Africa in 2010 — three years later there are over 70 CrossFit affiliated boxes in South Africa. In order to become an affiliate, a box has to be certified by CrossFit Inc. and, amongst others, the box’s coaches have to be at least Level 1 certified CrossFit trainers.

What this boils down to for the participant is a trust that he is in good hands. After all, it’s very easy to get injured when lifting heavy equipment or doing quick movements and participants need someone to keep an eye on their form.

Consumers should find a reputable and well experienced coach to teach you the basics before attempting anything, adds Desai. “Safe, effective and efficient movement is the base of our pyramid.”

“Don’t underestimate the value of these CrossFit coaches,” recommends Young. “Their motivation and experience will drive the participant towards reaching his potential.”

What should retailers stock?

CrossFitters don’t need big bulky equipment typically associated with a gym. Instead, participants make use of a wide range of smaller fitness products. There is a long list of products that retailers can stock for avid CrossFitters who might want to do their own workouts at home.

Some of the essentials that retailers should stock include weighted products (kettlebells, barbells, dumbbells, lifting mats, olympic bars, rubber bumper plates, weight plates, weight vests), resistance bands, medicine and rubber slam balls, boxes, foam rollers, surfaces (stretch mats, rubber flooring), and yoga bars. “A jump rope is a must too,” recommends Desai.

The great thing for retailers about this type of equipment is that they require very little maintenance, so you don’t have to worry as much about after sale service.

The CrossFit exercises can be done anywhere — provided the person doing them knows the safe way to do the movements and knows not to push so hard that he hurts himself. If your customer is an adamant home CrossFitter, you can offer him several videos featuring CrossFit exercises. He can then follow the video trainer at home.

There is even a travel pack for those CrossFitters who will be away from their box or home setup and wish to get their CrossFit fix. The travel pack comes complete with resistance bands, a skipping rope and foam roller, says Billy

Hönicke of Rebel Elite Fitness. “Your customer can travel light, but still do a good workout!”

In addition to the equipment, CrossFitters also require comfortable clothing and footwear.

Reebok’s CrossFit apparel and footwear are designed by CrossFitters, for CrossFitters. They are designed to offer a full range of motion during exercise as well as explosive power movements while keeping the participant’s safety in mind. The apparel features several technologies, such as PlayDry that has antimicrobial properties, four way stretch and tailored panels. “CrossFit gear wearers often comment that it’s like training naked,” says Young. “The gear is designed to eliminate any restriction.”

T-shirts should be lightweight, flexible, fit properly and sit in place, be breathable and wick sweat away from the body.

“Reebok CrossFit board shorts are a must for any fitness enthusiast practicing functional movements!” adds Young. The board shorts feature four way stretch “and they also look good”. Other clothing pieces such as hoodies and compression tights (top and bottoms) are also great for CrossFitters.

There are footwear products specifically designed for CrossFit, but participants can also wear most low profile or flat soled, lightweight shoes with clothing that allows the wearer to move freely. The participant will be moving around a lot and quickly, so there should be no restrictions.

Inov-8 offers shoes ideal for CrossFitters, which are lightweight and feature zero drop, excellent grip and Rope-Tec for rope climbs.

“Inov-8 has been the natural choice of CrossFitters for the past ten years,” says Philippou.

The Reebok shoes of choice are the Nano 3 and Oly lifting shoe, which are now in their third generations, says Young. The Nano 3 is a wide, low platform hard working shoe that has decoupled flex nodes for toe flexibility and firm footing when lifting heavy overhead weight.

The breathable mesh keeps the foot cool, while flexibility allows for variation such as interval sprints. The shoe also features DuraGrip for ground crawling and rope-burn resistant panels.

“As participants become better they tend to want more specific products that are better suited to the sport,” says Philippou. These include Olympic weightlifting shoes, wrist support wraps, speed ropes for skipping, etc. “It’s a personal choice.”

Then there are also medical products, such as kinesiology tape, that will help participants — no matter if they’re doing CrossFit at home or in a box — protect their hands, wrists and shins, and promote blood flow, reduce swelling and help to stabilise weaker areas such as the lower back, ham strings and calves.

CrossFitters will especially be looking for items that provide protection for shins, such as long socks, adds Young.

The lightweight Rocktape Shin Skins have been specifically developed to protect athletes’ shins, adds Becker. Shin protection is especially useful when doing activities such as rope climbs, lifts, cleans and snatches and box jumps.

Accessories such as wrist support straps and grip gloves are also useful to help prevent injuries.

p56 :: Sport

Volleyball on the rise Volleyball is showing good growth at school level, where it is a priority sporting code. But what is being done to grow the sport further? asked RHIANAH FREDERICKS.

V

olleyball is one of the priority school sports played at primary and high school level. The sport therefore does well at school level, where it is played by boys and girls in all provinces.

It has shown good growth, says Deva Moodliar, Schools Director of Volleyball South Africa (VSA). “The participation growth was evident in the first year of the Top Schools competition — hosted for the first time last year by Sport and Recreation South Africa (SRSA) — where all nine provinces participated in the volleyball events.

“Volleyball has been one of the best organised codes of sport at school level for the past two decades,” claims Ismail Teladia, president of the SA Schools Volleyball Association. He says the sport is growing at school level and beyond, despite receiving less media coverage than more prominent sporting codes. “Volleyball is played in every nook and cranny across South Africa,” he says.

It is inexpensive to play and the growth can further be attributed to the fact that volleyball is one of the codes that should be played as part of the physical education programme in all grades, he adds.

Formal structures in place All provinces participate in the schools volleyball programme, which is a shared responsibility between SRSA, the Department of Education and the federations, says Moodliar.

All schools are required to register and participate in inter-school leagues in their circuits and districts. There are approximately 9 689 schools that have registered to take part in volleyball leagues this year, says Teladia.

This is 8% up from the 8 996 schools that registered in 2012.

Sports Trader :: 2013 October/November

The 10 000 schools taking part in the volleyball leagues will be buying at least one set of team wear

There are also events that take place outside of the regular leagues and competitions, say Moodliar and Teladia. “Many players take part in social events, inter-department games, and games within districts,” says Moodliar.

He believes that this increase in league participation is the result of a greater focus on league structures throughout the country. Interest has been sparked by competitions such as the Top Schools championships, he says.

The fact that schools can now aspire to take part in team events at a national level, may also have had an impact on participation in the sport.

“Our Top Schools champions represent the country at the ISF Schools World Cup held every two years in different countries around the world,” he says.

The increase in schools participating in leagues is positive news for retailers, as this means that close to 10 000 schools will be buying at least one set of volleyball team wear — more often several sets.

Volleyball participation has also been growing beyond school, says Moodliar. There are various development programmes in place to help grow the sport.

There is also a focus on developing long term participation with the aim of keeping players in the game for as long as possible, he says.

Also, since all provinces have clubs where players can play once they leave school he believes there is no reason for interest in the sport to decline after players leave school.

“Many tertiary institutions have volleyball clubs and many students join these,” he says.

Provinces like Limpopo, Gauteng, KwaZulu Natal, Western Cape and Free State have the strongest league participation numbers.

“Don't forget about beach volleyball. Regular competitions are held around the country,” reminds Teladia. In 2012, Grant Goldsmith and Freedom Chiya represented South Africa at the London Olympics in beach volleyball.

This year VSA will host the World Series Open Championships for Beach Volleyball in Durban (11-15 December). This is not the first beach volleyball event to take place in South Africa.

VSA has hosted four national beach volleyball events already and the next is scheduled for Durban just before the World Series event.

Any event like this, especially an international event, will create interest in the sport, and may lead to growth in participation for the sport, says Moodliar.

Beach volleyball

Challenges to growth Although participation has grown over the past few years, there have been challenges to growing the sport.

Many schools still ofer no sport or physical education, says Moodliar. Most schools do not have sufficiently trained personnel to allow the training and teaching of children outside of teaching time. Many schools lack sufficient funding to purchase the necessary, as well as correct, equipment for the sport. Learners cannot participate in a game if there are no nets or balls to play with.

“The cost of travelling to play inter-school leagues is another problem,” he says. This results in many leagues collapsing and ultimately a decline in overall growth of the sport.

Photo: Anja Koehler for Messe Friedrichshafen

p58 :: Outdoor

What’s new in the tent market?

It’s important for retailers to keep up with new trends in the tent market, because customers see the latest global trends on the internet and retailers should be able to advise them accordingly. RHIANAH FREDERICKS reports on the latest trends from tent suppliers

M

ore convenience and faster preparation time — that is what today’s consumer is looking for when buying new leisure equipment. Manufacturers are therefore constantly finding innovative new ways to meet this need for instant use products.

This is especially true when people go camping. Campers no longer want to spend a day setting up or dismantling camp — they want to pitch a tent and have the campsite organised within minutes, not hours, so that they have more time to enjoy the outing.

That is why the instant set-up category of tents has become such a growing trend: customers continue to seek more convenience, says Morne Strydom of Jarden SA, suppliers of the Coleman Instant tent. And what is more

Sports Trader :: 2013 October/November

With the financial constraints in the current economic climate it is easy to understand why families are considering more cost-effective holidaying solutions convenient than a tent that can be set-up in less than 60 seconds?

With these instant set-up tents the frame and telescopic poles had already been attached in the factory, and all that the camper has to do is to remove it from the carry-bag, fold open the outer and extend and lock the

frame until it is standing steady and upright.

“When we recently sponsored the exclusive Tour de Tuli mountainbike event with our Instant Dome tents, the organisers estimated that they saved a full two days on set-up time for the Coleman race village, compared to their other tented villages,” says Strydom.

“This truly drives home the benefits of this unique design.”

While this category has historically seen some innovative designs that have proven to be less than practical in the long run due to breakages and packing challenges, Strydom says the new Coleman range of Instant Tents is fast becoming a firm favourite with campers in South Africa due to its true instant-up design and use of quality material and workmanship.

Especially first-time campers and people

Outdoor :: p59

Especially first-time campers and people camping on a less frequent basis are finding the ease and speed of pitching the instant tents a key part of their buying decision camping on a less frequent basis are finding the ease and speed of pitching the instant tents a key part of their buying decision, he says. “One can therefore anticipate continued growth in this category.”

Several families have uploaded videos of their first attempt at setting up an instant tent to YouTube and all completed the task in less than two minutes. The appeal for first-time campers, who would normally struggle and argue for hours over which pole fits into which attachment, is obvious.

“Instant set-up tents are one of the latest tent trends”, agrees Megan Heystek from Rocky.

Quality But, cautions Thomas Mellon from local tent manufacturer Campmor Outdoor, “everybody always looks for the fastest set-up tent, but never remembers what goes up in a few seconds, comes down even faster in a storm.”

Their tents have been used on a very large scale across the world in the most testing weather conditions. Quality is therefore of the highest importance when recommending a tent, he says.

“We have a spring steel dome tent that takes only a few minutes to set up that has stood its ground in a wind storm of 160km/h,” says Mellon. “In fact, there were a few of them in that storm and not one of them even split a seam … totally perfect!”

The latest trends in tents are most definitely stronger, lighter, more durable, quality tents, he continues.

The customer today has a lot more knowledge of the product and the days of just purchasing for the sake of owning a tent is over, says Mellon. “We find that the customer knows what he wants and is willing to pay for it. The days of disposables are over and quality is now being replaced with the previous cheap tents.”

Consumers’ measure of what is affordable has shifted in recent years, says Simon Larsen of Ram Mountaineering, supplier of the quality Black Diamond hiking tents and their more affordable e3 Gear range. Consumers have adapted to tent prices that are higher than they used to be for two reasons. “Firstly costs have risen — primarily due to exchange rate pressures — and secondly, customers are becoming more informed about the marks of quality,” he says.

Concepts such as water head and the benefits of aluminum poles over fiberglass are now better understood — and customers are

becoming more discerning.

Even though their entry level tent prices have increased substantially, customers still continue to buy, he says. Understandably, higher priced tents don’t sell as well as the more affordable ones.

Versatility Although customers are willing to spend when necessary, buying options that allow them to cut down on extra spending are welcome.

Larger tents are more cost-effective for families or groups, because instead of buying several smaller tents they can buy one for everyone to share.

“With the financial constraints in the current economic climate it is easy to understand why families are considering more cost-effective holidaying solutions,” says Strydom. “Camping certainly cuts down on costs and gives families the opportunity to enjoy the great outdoors,” he says. Although their Coleman range is complete with tents for every need and application, their South African range is focused on larger camping tents.

Other suppliers also report that consumers are more interested in their larger sized tents.

“Our three-person tents are the most popular in our range,” says Heystek, especially because they are light, so easy to set up and have good volume.

Building on the loyal following their iconic outdoor footwear ranges built, Rocky introduced a full camping equipment range a few years ago.

Even hikers now opt for the bigger option in tents, which would also provide more comfort if they want to camp out for a few days.

“Our tents that can sleep two people sell best,” adds Larsen — but it will vary according to the individual requirements.

He also finds that solid tents are still most popular for serious conditions.

Customers are also shifting towards buying for flexibility of use. “Consumers want tents that are versatile and can serve more than one purpose,” says Larsen.

Retailers should offer their customers tent options that cover a wider range of activities and stressing the one for all type of use can be a great means to close a sale. This will, however, depend on the customer’s needs: a serious biker, who can contemplate no other type of holiday than touring on a motorcycle, will not take kindly to being shown a family tent.

Larsen also finds that tents that feel like home-away-from-home are in demand by consumers. Ideally, tents with large and many entry ways that allow easy access are what customers are looking for. If those tents have the added characteristic of being lightweight, it is even better, he says.

Quality materials There is a vast difference between cheap and nasty that won’t even last one camping trip, and affordable quality, say suppliers. Retailers need to make sure they know how to spot the difference between a high qual- To p60

2013 October/November :: Sports Trader

e3Gear Tents are suited for every adventure from weekend getaways.....

Easy 3: 3 Person, 3 Season,

Backpacking, Lightweight Hiking and Car Camping

.....to alpine expeditions,

Element: 2 Person, 4 Season, Mountaineering, High altitude Trekking

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p60 :: Outdoor

Tent trends cont from p59 ity product at a good price and a cheap product made of inferior materials.

“Looks can be deceiving when it comes to canvas tents, as it is often a wolf in sheep’s clothing,” warns Mellon. “The upside is that the reputable dealers now know a lot more about canvas and can help the customer make a correct purchase with the right quality product for their needs.”

Their canvas tents not only keep families and equipment dry, but they know that they have also kept out a lion or two! he says.

Retailers should recommend tents that offer good construction, stitching and durable materials, adds Larsen. Aluminium poles, for example, can withstand more pressure than fiberglass poles. Because tension forces are more evenly distributed, they are less likely to snap in heavy winds.

In addition, it must be understood that there are different qualities of aluminum poles.

“DAC Featherlite poles are currently some of the best, offering a 15% lighter pole, of the same or better strength than other aluminum poles,” says Larsen. These poles also have a high success rate, because they use pole linkages that do not use glued inserts, resulting in a continuous design that allows more flexibility than poles made from other materials.

Concepts such as water head and the benefits of aluminum poles over fiberglass are now better understood — and customers are becoming more discerning.

There is more to selling hiking and mountaineering tents, reminds Larsen. “Retailers need to be conversant about issues like the features that ensure a strong design — for example, the number of poles, the number of pole intersections and the profile of the design,” he says.

They must also be aware of the features that will ensure high levels of weather proofness — like the importance of maintaining a gap between the inner and fly, bath tub groundsheets, appropriate vestibules and appropriate methods for opening or ventilating the tent in bad weather.

Retailers also need to be able to tell customers the pros and cons of single versus double skin designs, fabric types and water heads, as well as how to take care of their tent appropriately.

News about tent ranges There are tents to suit all customers’ needs and preferences in the ranges from prominent tent suppliers.

Black Diamond Black Diamond, locally distributed by Ram Mountaineering, offers a variety of tents for any type of expedition.

Their Doublelight series, which offers weather protection and breathability, is ideal for campers and backpackers.

The Stormtrack (two-person) and Squall (three-person) are useful for low temperature expeditions as their asymmetrical design sheds snow and wind. Both have double end doors and vestibules and the Stormtrack weighs 2.96kg, while the Squall weighs 3.58kg.

Light, strong and affordable are words used to describe their Oasis (three-person) and Mirage (two-person) double-wall tents. The Oasis is very light, strong and affordable, while the Mirage is Black Diamond’s lightest and strongest two-person double-wall tent.

Other double-wall tents in the range include the Vista (three-person) that can be used for basecamp, backpacking or car camping and Mesa (two-person) that is ideal for backpacking or weekend use. Both tents have 360-degree mesh views, double doors and two integrated vestibules.

In their Superlight tent range, the Skylight is

Sports Trader :: 2013 October/November

a three season tent that offers plenty of room for two people, or even enough for three. The Firstlight is a four season tent that accommodates two people and weighs just over one kilogram, while the Highlight tent has a spacious one person lounge that can double as a two-person assault-style tent and weighs only 1.42kg.

They also offer Superlight Bivy’s. The Spotlight Bivy has a minimalist design that uses a single DAC Featherlite pole to provide extra room over the head and shoulders. The Twilight Bivy is ideal for use as an emergency shelter and at 290g keeps weight to an absolute minimum.

Their Bibler Bivy’s include the Tripod, Bipod and Hooped Bivy. The Tripod and Bipod Bivy’s have single-pole designs that shed weight, but maximises headroom, while the Hooped Bivy has a hopped design with mesh netting in the head area.

The Fitzroy, Tempest and i Tent are Bibler tents for two to three people. The Fitzroy is their strongest two-three person tent, is stormproof and has a four season rating. The Tempest is also a four season tent that is water-and windproof. It is ideal for use when going climbing and fits two people comfortably. The i Tent is also a two person tent that is compact and has been built for use in the most intense conditions.

To p64

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Tent ranges cont from p60 Black Diamond offers various lightweight shelters. The Mega Light is designed for climbers and trekkers that are concerned about weight — it weighs only 1.05kg. The Mega Bug weighs only 1.2kg and the Beta Bug an even lighter 960g. The Betamid is a lighter version of their Megamid that has been developed for backpackers, trekkers and skiers — it weighs a mere 1.19kg.

Campmor Campmor Outdoor is a family run and owned business that makes quality products. They are constantly evolving and adding to their current ranges. “We introduce new models and material on a constant basis, our current range offers tents and furniture for the single camper to a fully stocked lodge and everything in between,” says Thomas Mellon.

They offer a variety of tents such as the Safari Bow, Combo SNR, Bella Vista, Rambler and Bungalow. The Weekender 2 and 3 are also popular tents in their range.

Coleman Coleman now offers South African consumers their instant set up tents for camping in any kind of weather that have been so successful in the European and American markets. “Coleman has established itself as a household name for quality outdoor products and the tenting category is no exception,” says Morne Strydom of the local distributor Jarden SA. These tents are new to the South African market as it is the first time that they have become available through local distribution.

Their Instant tents can go from flat to ready in less than 60 seconds — even when pitched by one person. They have a single frame design with telescopic poles that unfold, extend and lock into place. These tents are available in four, six and eight person sizes.

“Although the Instant Dome range has yet to really reach the South African market, we an-

ticipate that this range will be our best seller due to its favourable pricing and unique design,” says Strydom.

The Dome tents set up in approximately one minute and have various sizes of three, five and seven-person. They have spacious floors that can fit one queen air bed. Welded floors, Coleman’s Weathertec system, easy storing and inverted pocket seams are other features that make these tents ideal. The Instant Dome range even comes with a handy rainfly attached.

E3 Gear E3 Gear, locally distributed by Ram Mountaineering, offers tents suited to various activities such as cycling, hiking and backpacking. The range bridges the gap between car camping and hiking, and is able to handle severe conditions. It offers good construction, stitching and aluminium poles and are made of polyester.

“Our Endurance and Echo tents are quite popular and offer a good balance between affordability and strength. They have low profile designs and can be used in harsh conditions,” says Simon Larsen.

The Endurance 2 (two- or three-person) is a three or more season tent that has a spacious vestibule and the Easy 3 is a three season tent that is well ventilated. Both tents can be used for backpacking and lightweight hiking, while the Easy 3 can also be used for car camping.

Their two person tent offerings are the Echo — a three season tent, ideal for backpacking and motorcycle touring — and Element — a four season tent, ideal for mountaineering and base camping. Both these tents can also be used for high altitude trekking, weigh less than five kilograms and have two doors and vestibules.

The Eclipse is a one-person tent that can be used for cycle touring and lightweight hiking.

It weighs 1.7kg and has a wide opening entrance for easy access.

For larger groups, the Escape is a three or

four person that is ideal for camping or hiking.

It is very spacious, weighing only 5.25kg.

Medalist Medalist, locally distributed by De Wet Sports, offers campers a variety of dome tents that have been introduced into De Wet Sports’ range this year. They have polyester shells, polyethelene floors and fiberglass poles.

Their Sahara-2 is a two man tent that weighs a mere 1.5kg and has a 450mm waterhead, while the Karoo-3 holds three people and weighs 3.1kg. The larger Kalahari-4, on the other hand, holds four people and weighs 3.9kg. Both, the Karoo-3 and Kalahari-4 have taped seams, silver coatings on their shells and an 800mm waterhead.

Rocky Rocky offers campers tents that have been designed by campers themselves and they are of good quality, easy to set up and waterproof.

The newest in their range is the Texas tent, which is ideal for family camping. It sleeps seven people, with space for a kitchen or sitting area as well as a patio. The sleeping sections can also be adjusted from three to two rooms if necessary. This tent uses four main clip-in fiberglass corded poles and takes two people no longer than ten minutes to erect.

Their dome and family range of tents have a four year track record and they provide a backup service if spares are required.

The Hiker Tent 2 and Junior Bow Tent 1 aremade of 210T 75 denier, polyester. The Hiker Tent 2 also has a double entrance door with mosquito netting. Their Senior Bow Tent 5, on the other hand, uses 210T 75 denier ripstop, polyester. It has a double entrance door with a front and rear mosquito netting, as well as two windows with mosquito netting.

The Senior Family Tent 3 is made of 600 denier PU coated polyester. It offers users various view options, with three windows. This tent also has a torch loop and electricity flap.

All tents in their range are fire retardant and have a 2 000mm waterhead.

De Wet Sport offers comprehensive outdoor range De Wet Sports now offers a comprehensive range of outdoor products for a variety of activities.

For campers they now offer a new range of envelope, cowl and mummy style sleeping bags that have hollow fibre filling, are lightweight and temperature ranges as low as minus five degrees and as high as 20 degrees.

They also offer foam mats that are made of durable closed cell foam. These mats have roll straps and customers have the option of selecting them with, or without, foil.

For the active outdoor enthusiast there is a new range of hydration packs that are made of ripstop fabric, have 2L reservoirs and bike organiser pockets. These are ideal for carrying multi-tools, pumps, tubes, etc. Their Boost hy-

Sports Trader :: 2013 October/November

dration pack has dual compression straps, an external fill and weighs a mere 550gm. Their Jetpack, on the other hand, weighs 650gm, has quad compression straps and holds up to 12.5L. Their Ambush hydration pack, also weighs 650gm, but offers a carrying capacity of 18L and features two additional carrying compartments.

Their 2L and 3L reservoirs have a hygienic TPU construction and large screw caps. They feature durable bite valves, as well as on/off flow valves.

Their daypacks are also hydration-compatible, and come in 20L, 27L and 28L sizes. These ripstop packs have mesh/nylon water bottle pockets, padded breathable mesh backs and bungee cord gear stashes and compression

straps. The Escape 28 has quad compression straps, two large main compartments and a hip belt feature.

New hiking packs are the Trail Scout 40 and 50. They are made of ripstop fabric, have sculptured back systems with aluminium rods and large hip belts that provide support. Many web pockets, side pockets with water bottle mesh, trekking pole loops and bungee cord gear stashes are just a few features that make these packs ideal for hiking.

Their Flex — small and medium — and Magnum XL sports bags are new. These bags have one large main compartment, side pockets, and removable adjustable shoulder straps.

They also have double web haul handles with Velcro fasteners.

p66 :: Outdoor

Duncan Pattenden has over 30 years’ experience in sell8 ing diving and outdoor equipment in Cape Town. As owner of Orca Industries, he is seen as somewhat of a walking encyclopaedia on diving and the equipment needed to safely practice the sport. He has explored all forms of diving – from commercial diving, underwater photography to organising overseas diving trips to the top diving locations around the world. It is no wonder he is considered to be the expert in selling diving equipment.

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Photo: Nelle du Toit

Selling more... diving and snorkelling equipment

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ne of the most important aspects of selling is making the customer feel comfortable, Duncan Pattenden, owner of Orca Industries, explains.

“The quicker the customer settles down, the better,” he says. The atmosphere within the shop often plays a pivotal role. It’s like walking into someone’s house, some houses you instantaneously feel like you are at home once you enter, whilst others make you feel uncomfortable quickly — a store should make the customer feel like they are at home.

Sales staff should be friendly and welcoming, but not make the customer feel like they

Sports Trader :: 2013 October/November

are being watched or pounced on.

One of the most important characteristics of a good salesperson is the ability to listen to the customer to find out exactly what he wants, Pattenden stresses. Answer the question that was asked and after that you can talk to him/her about anything else that you’d wish to add.

Assess what the customer wants — is s/he here to kill time and kick the tyres? Are they doing research to see what’s new on the market? Or are they looking to buy a specific product?

If the customer has time on their hands spend as much time with them as possible, if it becomes clear that they are not going to buy,

We’re looking for top salespeople In response to retailers’ request for articles on the art of selling, we’ll be asking successful sales people in the industry for tips on how they clinch that sale in this series on Sales tips from top salespeople. Please nominate yourself, or a staff member, to share your sales philosophy by contacting Trudi du Toit on Tel: 021 461 2544, Fax: 021 461 2549.

Email: trudi@sportstrader.co.za.

you should also be able balance other duties as well, he advises. Especially in the diving market, there are many hobbyists who enter the store and it’s not always possible to spend too much time with all of them.

“Product knowledge is key,” he says. Customers often throw out a technical question to staff members just to see whether they have the knowledge of the products before they decide whether or not they will purchase from them. That’s where staff training comes in.

“We have staff training on a weekly basis,” he says. “We’ve done training on how to sell each product that we stock. Our aim is to allow the customer to make an To p69

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Outdoor :: p67

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KwaZulu Natal: Jeff Harman - 082 855 9623 Northern Cape: Patrick Franck - 082 440 7538 Western Cape/Namibia: Darren Wentzel - 082 372 9750 2013 October/November :: Sports Trader

p68 :: Outdoor

More about Duncan Pattenden DUNCAN PATTENDEN started working in a hiking, climbing and diving shop called Varsity Sports Adventure Centre in 1983. When the store closed, he and co-worker Simon Larsen opened an outdoor shop in the Cape Town Medical Centre, with Pattenden looking after the diving side and Larsen specialising in hiking and climbing.

They also started importing Black Diamond gear and Larsen subsequently left to run the Ram Mountaineering distributorship.

After five years they were told that they were not medical enough and asked to leave the centre. Pattenden opened a shop inside City Rock, from where he sold and

rented out equipment.

Orca Industries have been on their current premises in Claremont for the past 20 years, where they have become a destination store for divers and outdoor enthusiasts seeking camping equipment.

They not only service all diving equipment (e.g. regulators, buoyancy compensators, etc.) but have also gained the reputation of becoming one of the few shops a diver can take his gear to if he needs buckles replaced or gear serviced.

“We have a workshop that stitches almost everything together and manufactures dive bags and AR vests (for deep diving),” says Pattenden.

Tips for selling snorkelling equipment BEFORE FITTING a mask Pattenden recommends that you first discuss a few features with your customer — like the benefits and disadvantages of tempered glass, low or high volume, peripheral vision, the quality and material of the straps, etc.

“When selling a mask you want to see whether the mask actually fits the face so you’ll put the straps around the front and then ask the customer to put their face onto the mask — not the mask onto their face,” he advises.

• The customer would then sniff gently through the nose before they bring their head up to check in the mirror whether it sits correctly and to ensure there are little or no leaks.

• The customer should be able to feel the cold silicon touching their face all the way around the masks edge. If a customer asks how they will know whether the mask will be waterproof, explain to them that as long as the mask is skintight, or air-tight, it will be water-tight.

• A customer with long hair might find a neoprene strap more comfortable than a silicone strap and it will be less likely to cause hair breakage.

A mask is not necessarily a performance item — so people are not always prepared to pay too much for a mask.

Snorkel A snorkel and fins are performance items and it is here where you can try to convince the customer to spend a little bit more. If a snorkel does not perform Sports Trader :: 2013 October/November

properly, the customer will swallow a lot saltwater.

• The snorkel needs to be smooth inside for the water to be able to be blasted through the snorkel pipe. Make sure that there is no resistance otherwise the water gets blocked from going through the pipe.

• A corrugated snorkel can quite comfortably be used for snorkelling, as well as scuba diving.

• A silicon (one-way) valve helps prevent water from entering the top of the tube – when a diver dives down the valve closes and the customer can easily blast water out of the snorkel.

• Some snorkels are flexible and can be folded to a very small size and transported under water. Especially underwater hockey players and divers that would like to keep an extra snorkel on hand (folded to a small size) would be interested in this type of snorkel. When the snorkeler surfaces they can unfold the snorkel and use it close to the surface of the water to breathe.

Diving fins When selling diving fins, it helps to suggest a product from a reputable brand as they will most likely accept returns should there be a problem, Pattenden suggests.

• A fin angles upward when a diver kicks down and then snaps back (recovers) to its original shape. The recovery rates of fins differ and this can be tested by pulling the edge backward. If it is too soft, the fin will not have enough of a

recovery rate to propel the diver forward when he kicks, and he will become exhausted from having to kick too many times. If the fin is too stiff, the diver will have to kick much harder in order to move forward, which will also tire him out. The answer would be to look for a fin that is not too stiff and not too soft.

• When recommending open heeled fins it helps to advise customers to buy booties as well. Often divers need to walk a few meters before and after a dive and booties help to protect their feet.

• If a customer has problem feet, open heeled fins and booties often work a lot better than the closed-heel options.

Maintenance Advise your customers that the best way to maintain and clean scuba/diving gear is to soak it in a tub of fresh water for about an hour — and don’t spray silicon or anything else.

• Be careful of cleaning equipment with a chlorine-based sanitizer — rather use non-chlorine based products that disinfect, but are not too powerful on the nose. Chlorine-based disinfectants destroy all the neoprene material used in diving masks as well as wetsuits and any material based equipment as well as buckles, etc.

• Algae is a major problem on diving masks, so you have to soak the mask in a disinfectant in a dark room to kill all algae.

Outdoor :: p69

Dive and snorkel equipment selling tips cont from p66 informed decision on what to buy and not just hand over items for them to try on.”

Especially with highly technical items (such as diving cylinders, etc.) customers could have been previously advised to buy an item that would not necessarily suit them. In a case like that it is important to listen to the customer and thereafter advise and explain why you would recommend one item over the other.

“One of the worst things you can do to your customer is offer them conflicting advice and confuse them,” Pattenden explains.

With technical items it is important to weigh up the pros and cons of the different products so that the customer is informed about their decision. It is important to be sure of the advice that you are giving them.

“Sometimes a customer has to be educated about the use, because you don’t want them to walk out the door with a product that can potentially cause them harm.”

It also helps if you have been to the locations that the customer is going to and used the equipment yourself.

“I’ve often been to the places that the customer is going to go dive and it helps being able to give them extra tips on what to look out for. It also helps sales when you can advise them to take something to a specific area that will make their journey more comfortable,”

Pattenden says.

Getting return customers It is a trick to keep customers coming back to your store. “Becoming friends with your customers is quite important when you are a specialized operation like we are,” Pattenden says. “When you distance yourself from your customer you lose the loyalty.”

Loyalty is earned by knowing customers’ first names, knowing their wives’ names, knowing what happened in their lives, etc.

“Our customers also stay informed and get notified on specials through our newsletters.”

Many of their customers are repeat buyers and some customers leave their old gear in store to be sold as second hand equipment.

Customer preferences In the diving world, brand and product awareness is very important.

“Certain brands do very well in Johannesburg while you can’t sell that brand in Cape Town,” Pattenden explains. This often has to do with the communities that the divers are exposed to. Independent instructors are quite big business in Johannesburg, while it’s not a viable career in Cape Town. This can easily affect trade and the perception divers have of certain brands/products as instructors are

often representatives of certain diving brands.

Cape Town customers generally tend to be more price conscious and they like their black or neutral colours, whereas Johannesburg customers often like the items that stand out a bit more.

Independent specialist stores need to diversify in order to survive, believes Pattenden.

“At Orca, we sell as well as service and repair all diving equipment — from cylinders to buoyancy compensators, masks, comp systems, etc. We are also one of the only shops in Cape Town that offers air purity tests. We also certify cylinders to ensure that the permit shows exactly how much nitrogen, water levels and oil levels are.”

By offering these repair services, they attract the more technical minded divers.

If you run a specialist store, it helps to have an affiliation to a training facility as it is a way to attract newcomers to your store.

“We have very few customers walking in and buying equipment without having done the beginner’s course first.”

Normally, a customer would do a beginner’s diving course, decide whether he likes the sport, and then buy snorkelling gear. Only after that would he look into buying the more technical diving gear.

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There’s nothing slim about the features, however. The ReefMaster has multiple Land, Dive & Snorkel modes, and the new colour enhancing software allows for outstanding photos and videos with vibrant colour. The 9MP system gives you sharp high-resolution pictures and the included ‘snap on’ Mini Wide Angle Lens further improves picture quality and macro-ability.

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p70 :: Outdoor

Left: Zubair Vally of Striking Angling was proved right that baits are popular stock items as anglers have to replace them all the time by the number of visitors interested in their extensive range.

Right: The popular brands distributed

by Adrenalin Fishing, like Italian brand Alcedo and Hokkaido lures, attracted many visitors.

Left: The award-winning new products showed on the Rapala VMC SA stand was a drawcard for many visitors.

Right: Lionel Crow was on hand to demonstrate products like the new MicroWave Guide System that generated plenty of interest on the Okuma Fishing Africa stand.

SAFTAD shows that

The show just goes on The annual SAFTAD trade show this year again showed that when the economy gets tough, people go fishing by attracting a full house of exhibitors and retail visitors from across the country and Africa

D

espite complaints about the economy, the annual SAFTAD fishing tackle trade show keeps on growing: this year a full house of 50 exhibitors showed their goods to representatives from 256 Southern African companies.

That means that nearly 40% of South African suppliers of fishing related products exhibited and more than 20% of retailers across the country who sell some form of fishing gear (including clothing or accessories) travelled to the annual show in Johannesburg over the weekend of 17-18 August.

Access is strictly controlled to admit only trade visitors, and about 90% of the close to 700 visitors were retailers.

Apart from showing the latest fishing gear, the trade show offers the ideal opportunity for comparing notes on market conditions. The consensus was that trading was tough — but, several suppliers were positive and reported that many retailers were trading well.

Several suppliers also reported that sales of higher end merchandise were less affected than at the lower end, where consumers had less money to spend on non-essentials and were more affected by unemployment figures.

The South African market is overtraded, was a concern expressed by Mike Philip of The

Sports Trader :: 2013 October/November

Kingfisher. “One has to work extra hard to promote your brands,” he says. “In the end, good service to the customer makes the difference.”

Many suppliers expressed concern about the prospect of price increases over the next year from Asian manufacturers.

Nearly 40% of suppliers of fishing related products exhibited and more than 20% of retailers who sell any form of fishing gear visited the show “We’ve absorbed some of the costs so far, but we cannot do that indefinitely,” says Graham Hills of Pure Fishing SA. While he agrees that the market is quiet, and some retailers suffer, he adds that some retailers delivered standout performances.

He also confirmed that they will be distributing Greys & Hardy in Southern Africa, following the international acquisition of the iconic UK fly fishing brands by Jarden Corporation’s Pure Fishing division. Dave Levine, a veteran in the fly fishing market, will be assisting them with this range.

Although Pure Fishing has not been active in the fly fishing market, Hills believes the company will benefit globally from adding these well-known brands to their stable. For example, their existing brands and Greys & Hardy will all benefit from a transfer of technologies — like their award-winning reel technology and the unique Sintrix rod technology that Hardy & Grey have the rights to.

Not everybody, however, agrees that the higher end merchandise has been selling better. During the past season they sold more mid-range rods and reels, below R1 000, not the high end products, says Lionel Crow of Okuma Fishing Africa.

Akals, which is part of the Midas Group, is now known as Okuma Fishing Africa, because Okuma is one of the fastest growing brands in the world, explains Lionel Crow. With this name change the South African distributors followed the example of distributorships in the US, Europe and Australia.

Howard Joscelyne of Apex Jarvis Walker agrees that middle price point products sell better — while sales in the top end of their ranges were down, middle range products sold well during the winter months. But, as soon as the weather started improving, the orders started coming in. “We’ve had really good orders since the beginning of August,” he says.

Left: The WET Sports Importers team were upbeat about trading conditions. From left to right: Patrick Franck, Andrew Wentzel, Darryl Wentzel and their new Gauteng agent Darryl Dickerson.

Outdoor :: p71

Right: Fatiema Motala and Rashida Mall welcomed the visitors to Sensational Angling’s large stand.

Left: Mike Phillip of The Kingfisher introducing their many new products, including the new Korda’s Carp Goo soak, spodmix, additive developed by Loutjie Louwies to provoke a strong feeding response in carp.

Right: Goya Trading had plenty of baits and lures to show visitors — from their own Goya range to one of the world’s largest bait brands, Marukyu, to US plastic bait brand Netbait, European lure brand Salmo, etc.

Left: New products in the extensive Pure Fishing ranges that generated interest included the premium quality Berkley Maxx monofilament line, the Jerk and Flat Dawg soft baits introduced in the Berkley Havoc range, a new Penn Squall Performance Casting range and the Abu Garcia Revo Rocket with a blistering fast 9:1 gear ratio.

Right: The new Smith Optics eyewear range with the Polarchromic lens that ensure crisp images and soothing light levels, were among the many top brand products that attracted attention on the Stealth Fly Fishing stand.

WET Sports Importers are also fairly upbeat about trading conditions — despite the economy. We wrote some good orders and were happy with the interest in our products, says Andrew Wentzel. “Many fishing guys are seeing an uptick in their businesses and some of them are very positive.”

Their fishing ranges have been growing yearly, and there were again several new products to see on their stand.

Apart from placing orders, the show offers an opportunity to introduce new agents to retailers, and WET Sports Importers made use of the opportunity to introduce their new Gauteng agent, Darryl Dickerson, to the visitors Gareth Adams of Stealth Fly Fishing was one of the most optimistic and enthusiastic exhibitors. “It has been a good year,” he says, whilst acknowledging that the industry and market is changing. “One must move with the changes — the days when you could sell R7 000 fly rods are gone,” he says. “We now sell more for less.”

In the coming year he is hoping to give a boost to the fly fishing market with a dedicated show, and with workshops to attract new customers like women and young people to the sport.

He has already been involved with youth clinics at schools and black empowerment clinics for Mpumalanga workers in order to try and gain new fly fishing converts.

Committee to tackle industry issues John Pledger (below) has been re-elected chairman of the SA Fishing Tackle Agents and Distributors (SAFTAD) committee during the AGM held prior to the annual fishing tackle trade show. Six other committee members were re-elected, including secretary Mary-Ann Hodgskin, who handles all membership and show enquiries.

SAFTAD will commission a survey to determine the number of people employed in the recreational fishing industry, says Pledger.

This will also give an indication of the number of industry jobs that might be threatened by the National Environmental Management: Biodiversity Act (NEMBA) on alien and invasive species that became law in July 2013. The act lists, among others, the numerous fishing species that must be eradicated or controlled.

Invasive species that must be controlled by an invasive species management programme include carp (excluding koi), smallmouth

bass, largemouth bass, spotted bass, Florida bass, rainbow trout, brown trout, Nile and Mozambique tilapia, and many others. Under certain circumstances the minister may issue a permit to prevent eradication of the above species in a specific area.

But species like catfish, bream, minnow, African tiger fish, redeye bass, shoal bass, trout (except rainbow trout), tilapia, perch and many more are Prohibited Alien Species, which means that no permit to prevent eradication of these species may be issued.

Appointing someone to run SACRAA — an organisation representing everybody with an interest in fishing, from the public to service providers, retailers, suppliers etc — will also be a priority in the forthcoming year, says Pledger.

Next year’s SAFTAD show will be held on Saturday and Sunday, 16 and 17 August, at the same venue.

2013 October/November :: Sports Trader

p72 :: Outdoor

International views of the fishing trade Kevin Saines of Jarvis Walker

Peter Foley of Boone Baits.

T

he fishing tackle industries have matured in most developed markets — Europe has especially experienced a significant decline, although the US is improving, says Kevin Saines, director of Jarvis Walker Australia, a visitor on the Apex Walker Brands stand.

And as the world economy is showing signs of improving, consumer confidence is growing, he observes.

Strong products and offering value for money are the keys to success in tough trading conditions, he believes. “Fishermen continue to fish, they just don’t spend as much.”

Therefore, consumers would rather spend their money on lines and lures, items with lower purchase values. When the economy is bad, it becomes more difficult to sell top end higher value goods.

Successful companies offer various price points and in South Africa Apex Walker Brands offer a good assortment, he believes.

Fin-nor is a specialist saltwater and Quantum a top quality specialist bass brand, while Rovex, developed in Australia, covers the middle price range. Jarvis Walker offers strong value for money and caters for the budget conscious.“All of these brands are doing well here,” says Saines.

American market improving The American market is already well on the way to recovery, reports Peter Foley, a regular visitor to SAFTAD and the Apex Walker Brands

Sports Trader :: 2013 October/November

Daniel Burgess and Dominic Wiseman of Mako International.

Representatives from six global brands this year attended the SAFTAD trade show as guests of their local distributors. They shared their views on global trading conditions in the fishing industry.

stand, distributors of his Boone Bait brand.

“The American market is growing overall and several companies reported growth figures of 40% and more.” As a long-standing American Sportfishing Association (ASA) board member, he has good insight in the market.

In the past financial year monthly sales in his company had constantly been ahead of the previous year. While he is happy with the brand’s performance in South Africa, he is aware of the problems created by the exchange rate and the 20% drop in currency.

Growth in China Globally, fishing markets are down — except in China, where it is growing, says Masazumi Miyazawa, commercial director Europe and Africa of the major fishing bait company Marukyu.

He was on the stand of their local distributor, Goya Trading, where he was joined by former Tackle Trade World editor Nick Marlow. He now works “on the other side of the industry” for Marukyu Europe and Africa CEO John Loftus, a former Shimano MD. “The market in Europe is dying,” says Miyazawa. Japan is still recovering from the effects of the Tsunami, he adds.

He was impressed with the SAFTAD show and anticipated that their products would do very well in the local specimen carp market.

Eyewear distributors Dave Bulthuis, vice-president global sales at Costa del Mar visited SAFTAD as guest of their

new Southern African distributor, Rapala VMC SA. “We needed a bigger distributor that could grow our products faster in South Africa and into Africa,” he explains the need for a change.

“I’ve known Mark [Pledger, of Rapala VMC SA] for many years through the international group.”

Founded thirty years ago, the Costa del Mar brand is well-known amongst anglers across the world and this year their Tuna Alley frame won the Best Eyewear award at the ICAST show. The flagship 580 patented technology removes yellow light and visual noise, explains Bulthuis, ensuring a clear, crisp, lens and colour saturation.

“The customer who is prepared to spend R3 000 on a reel, also wants good equipment for something that is so much more important, namely his eyes. To have fishing success, you must be able to see better,” says Pledger.

Australian eyewear brand Mako also had international representatives on the stand of their new Southern African distributor, Mustfish. Global brand manager Daniel Burgess and marketing manager Dominic Wiseman know their new distributor Lloyd Pereira from his days at AJF Agencies, who used to distribute the brand before becoming a diving specialist.

Apart from enjoying some fishing, To p73 Below from left to right: Dave Bulthuis of Costa Del Mar (right) with Mark Pledger of Rapala VMC SA; Jan Lybekk of Mustad (sitting) with Lloyd Perreira of Mustfish; Masazumi Miyazawa of Marukyu Europe and Africa

Outdoor :: IBC

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19

Asics

32

Awesome Tools

43

Bertuzzi BondiBlu

42

Co-Lab Industries

39

Coleman

60

Coreban

27

De Wet Sports

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• Suppliers of teamwear to schools or clubs • Suppliers of balls & equipment to schools & clubs • Suppliers of bags, tracksuits and other team gear • Suppliers of grounds and courts equipment

1

OFC, 62, 63, 65 29, 61

DMQ Trading

42

e3 Gear

59

EZ-Life

67

Fila

11

Flexfit

37

Footwear Trading

11

Garflax

7

Gimtrac

48

Headwear 24

39

Hi-Tec

5

Inov-8

55

Jarden SA

60

Jordan

13

Jordan & Co Kakiebos Kartal Distribution

13, 32 OFC 37

Kevro Sport

20, 21, 50, 51

LED Lenser

43

Lion

67

Little Luxury

7

Medalist

61

This annual directory is sent to more than 11 000 schools, sports clubs, universities and government bodies that order their sports equipment and teamwear in bulk.

Mikasa

57

Mille

17

Mizuno

34

New Balance

31

Opal Sport

41

Fast becoming just as popular as the Sports Trader Retail Directory, bookings for the 2014 Sports Trader Team Sport Directory are now open.

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57

Puma

33

Ram Mountaineering

59

Rebel Elite Fitness

55

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Reebok

Global views cont from p72 they could take the pulse of the South African market, which they believe faces the same issues as most international markets — tough trading, unfavourable exchange rates, customs, etc.

While fishing is their core market, Mako sunglasses are widely used for all activities, says Burgess. Their insect repellent and mirror coating placed on the inside of the lens to prevent scratching and the hardy materials used in the frames make them especially popular.

Mustfish also hosted Jan Lybekk, the Mustad market manager from Norway, who says that the hook brand is doing well in South Africa, and that he has high hopes that the new distributor will grow it stronger than ever before.

“Lloyd understands the market and gives us good feedback.”

He acknowledges that the whole EMEA region is experiencing tough trading conditions, with pricing and remaining competitive major challenges. “But, I see an improvement this year.”

Reef Brazil Rocky Russell Athletic

53 OBC 62, 63, 65 1

Saekodive

67

Scuba Equipment Africa

69

Sealife

69

Sedgars Sport

49

Skins

35

Skye Distribution

17

Slazenger

23

Star

67

Summit Super-Brands

41 23, 34, 35

Surge

29

WET Sports

67

2013 October/November :: Sports Trader