P22-24 Badminton.e$S:SGBGolf_NEW_template 24/03/2009 11:10 Page 22
SGB Sports
Hoping for growth
Squash and badminton may not be counted among the growth sectors of
sports retail, but that has not stopped the leading brands investing in
impressive new technology. Robin Barwick reports
D
erek Price, managing director of rubber ball manufacturers J retired from competitive badminton last year, she remains the most
Price, gets straight to the point. “Is squash still left as a sport?” recognisable face of badminton in the UK.
is the rhetorical question from the man whose company was Bob Johnson, sales and marketing director for Prince in the UK, also
established in 1936. “Squash these days is 35-40% of what it was in identifies a trend for retailers sticking to the brand names they know best.
its heyday, in the eighties and up to the mid-nineties, and the sport “Retailers need to be careful with their money and they don’t want to
has been on a permanent decline ever since. People have started to stock too much product,” says Johnson, who has high hopes for Prince’s
do other things with their time. A lot of squash courts have become new O3 Speedport Black rackets in 2009. “Retailers need to know that what
gyms, and privately owned squash clubs have gone out of business in they are stocking is going to sell, and generally speaking it is the bigger
their hundreds. Squash has gone back to where it was 30 or 40 years brands who do the marketing and who have got the players, so the
ago, when only the real enthusiasts played the game.” consumer can see these rackets and see that they are being played out there,
Squash numbers have declined since the 1990s without question, although and that is what helps pull the sales through the shops.”
the recent Active People Surveys commissioned by Sport England indicate Prince has received a particular marketing boost already this year, with
that participatory numbers for both squash and badminton are now holding men’s world number five James Wilstrop and women’s world number one
their own. In the inaugural Active People Survey conducted in 2005/06, Nicole David both trusting the O3 Speedport Black in competition.
900,300 adults in England were estimated as regular badminton players, Despite not being the most expensive racket in the Prince range for 2009,
with 500,700 for squash. The 2007/08 survey shows that badminton the O3 Speedport Black comes with a premium RRP of £160, but as Karakal’s
numbers have risen by a modest 39,200, or 0.06%, while the figure for Keith Sawyer claims, rising prices are going to be found across the market.
squash has dropped a negligible 0.6%, by 14,500 to an estimated total of “Prices are going up for all companies due to exchange rates,” says
486,200. The World Squash Federation, meanwhile claims over 20 million Sawyer. “New technology is the only way forward, coupled with value for
people play squash in 175 countries worldwide. money, and high price point rackets are selling more.”
The global squash community is currently campaigning for Sawyer reports that 2009 Karakal sales on squash and
the sport to be included in the 2016 Olympics, with a global badminton rackets, and accessories, are up 5% year on year,
Squash 2016 Day being held on May 23 to raise awareness with a 15% rise on clothing and footwear. Karakal’s new
and funds. Surprisingly, squash has never been an Olympic range is currently being shown in, with Sawyer claiming that
sport, although it narrowly missed out on selection for forward bookings are also up.
London 2012, and a successful bid for 2016 would certainly Business for Dunlop Slazenger and Carlton also seems to be
see numbers rise once again. There’s nothing like an coping well in the slow economy, with product manager
Olympic gold for motivation. Matthew Shuker pointing to an increase of 200% in sales of
Andy Catchpole, Head’s category manager for squash its premium Aerogel 4D squash racket to specialist accounts,
and badminton, sees reason for optimism this year, while with Shuker giving credit to new distributor Reydon Sports.
remaining cautious in the slow economic conditions. Dunlop Slazenger will be as visible in squash in 2009 as ever,
“Everyone talks about squash being a declining sport but with more world top-50 players playing Dunlop than any
the numbers of rackets we have sold in recent years has other brand, and with Dunlop balls remaining the only ones
been pretty steady,” says Catchpole. “We have noticed the used in major professional competition.
market becoming more price conscious in the last five or six Shuker also warns of rising retail prices. “It seems brands
years, with a focus on ‘deals’, but I wouldn’t say it is a are raising prices as a result of increases in manufacturing
negative market. We have just launched our new squash costs in the Far East,” he says. “We are also seeing retailers
range to the retail trade in the last few weeks. The response consolidating the number of suppliers they work with, which
has been good but the proof will come when we see if the rackets sell is great for Dunlop Slazenger as we can offer premium brands across a
through.” number of categories.”
Reports from Wilson are similar: buoyant without getting carried away. _Rising manufacturing costs in the Far East and the weak pound (£) won’t be to every
“Overall we are ahead of last year and ahead of plan, so that is good company’s disadvantage, such as J Price and its British-made balls. The Bath company
news,” says Stuart Preece, Wilson sales and marketing director. “The year has seen its stable of brands selling Price-made balls dwindle in recent years, but now a
has started very well because we have a strong product range and we are few more orders might be coming its way, to complement sales of its own-brand balls.
finding retailers are polarising towards the major brands. They are stocking Squash and badminton players in search of a boost to their armoury in 2009 should not
products they know are going to sell, rather than trying something less well be disappointed by the technology available to them, or by the visual appeal of many of
known.” the latest offerings, although with disposable income levels low among consumers in
With Wilson looking to increase their market share in badminton, they general, some of the retail prices will have people thinking twice. What will be crucial for
have signed an endorsement deal with Gail Emms, the Olympic mixed squash, in particular, will be the IOC decision for 2016, which will be confirmed in
doubles silver medallist from the Athens Olympics in 2004. While Emms, 31, October.
22 SGB SPORTS MARCH 2009
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