Market Insight: UK

UK

Olympics. Olympics. Olympics – did I say Olympics? I used to always think that when a sport got included in the Olympics it heralded the long, slow and painful decline for that sport (I am ignoring all the running, hop skipping and jumping, stuff) – but look what surfing, and in particular skateboarding, has done for the Olympics. And I really do mean what those sports have done FOR the Olympics not the other way round… How proud of them are you? How amazing everyone involved was – from the riders, to the coaches to the commentators? They all did a fantastic job and there is absolutely no doubt that the board business will benefit from this. But the Olympics is also a winner – our two boardsports have changed the face of the event – forever. And what impact? In my own family Henry, my (non-skating) 4 year old grandson, watched the skateboarding with his Uncle T and he’s now kitted up – board, pads, helmet and is at the local skatepark whenever he can… Then Uncle T showed him a snowboard video and today Henry is at the Tamworth Snowdome for lessons. This will be emulated all over the UK… all over the world. Nothing but good news here. From skate to surf to snow to SUP and back again – it’s feeding the board business – our board business. Now we just need a good winter Olympics coupled with the ability to travel to the snow and we should then get back to an even keel – or better than an even keel if you can do that.

At the same time the covid-bounce has continued and watersport activity - SUP GERMANY ITALY especially – has exploded. This is all good SWISS but, as I said previously, it’s the supply AUSTRIA chain and price rises that are the challenges PORTUGAL of today. A different set of problems to be FRANCE overcome. Retailers are still apprehensive about the winter and who can blame them. Will Boris let us get away or stop us? Assuming travel is allowed then most people think that we are heading for a bumper winter – starved of time on the slopes and with old kit rotting in the attic boarders are going to flood to the stores to get their fix. So, thinking positively, we’re heading for a great winter. More reasons to be cheerful. I spoke to Nick at Snowtrax in Christchurch which is a multiactivity centre incorporating a dryslope and a store selling winter kit. I asked him what he thought the winter would bring “It’s anyone’s guess” true enough “and whilst I have no idea what is around the corner there’s absolutely no doubt that the diehard wintersporters will be getting away come what may. That said I can see that the travel issues and additional costs may put off the ‘take it or leave it’ brigade. But there’s undoubtedly a pent-up demand and there’s more money in our customers pockets so that’s all to the good.” What about dryslope activity? “Normally we ramp down the slope teaching and offer summer discounts to stimulate business - but not this year. Staycation has meant that our activity centre – across the board including ski and snowboard lessons – has been busy. Really busy. We have a legion of kids particularly who can now snowboard and I can see a future generation coming through. At the same time the spectators have been higher than ever so the sport has been exposed to a bigger audience.”

All in all Nick was pretty positive about both the immediate and longer term future for snowboarding. And Surfing? Well bonkers was one word used to describe the way business has been. Martin is a surfer of 36 years but earlier in 2021 joined Secret Spot in Scarborough. “Yeah – bonkers – as crazy as you can imagine and I guess one of the busiest years ever for surfing. Upside is sales which are obviously great and it’s good to see all the newbies but I suppose the downside is there’s a lot more people on the water – but that’s just the way it is.”

What about the Olympics? Has that helped? “Well.. hmmm” I had a feeling that Martin wanted to make sure he was going to be polite. “Competition surfing has got its place and it’s great to see good riders on good waves but …. Well…freesurfing is really what the sport is about. The Olympics hasn’t done us any harm - let’s put it that way.” So what did the Olympics do for skate business? “We saw a good lift straight after the Olympics – that was great – and I am sure it will really benefit skating in the long run.” This is Ali from The Skateboard Shop in Hampshire, “but this year has not been crazy like last year. Don’t get me wrong – it’s good and we’re ticking along nicely but honestly the Tony Hawk (computer game) release last year did more for sales than the Olympics did this year.” And what of the snowboard side of things (they also have The Snowboard Shop)? “Well – obviously quiet and the best thing I can say is that this winter will be better than last year – but who knows? We have a few coming in, the dome is pretty busy with lessons and I am confident that the snowboard community will be back – but in what numbers and how quickly is anyone’s guess.” Finally, I turned to what I regard as my hometown (or village) and called Conor who is the new owner of Funsport Rhosneigr. I know this business well as I was once the owner. Conor took over on March 31st this year – and what a year to take it over! “This is my 6th season of working in Funsport but my first as owner.” And how has it been? “Well, to say it has exceeded my expectations is a gross understatement – it’s at the other end of the spectrum and the issue has been keeping up, keeping staff motivated (they’re all working so hard) and keeping the supply of goods coming.” Sounds like great problems to me. “It is - so completely different to my expectations. The great thing is that I believe people have really ‘discovered’ new sports, new activities, new locations and a new way of life. I am convinced that so many of the newcomers are going to stick with it for the long run and I wouldn’t have it any other way. Tuition has been booming – groups and families enjoying new experiences together. It really could not be any better.” What a great way to end. There’s a new term - ‘Covid-Keepers’ – taking the positives from the Covid era and hanging on to them – like table service in pubs! Let’s hope that Conor is right and our Church just got a bigger congregation – let’s hope that is a CovidKeeper.

GORDON WAY

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