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View from the industry
Taking the plunge
David Annand, UK marketing manager of swimming brand
Zoggs, offers his evidence of why swimming is so important
to sports retailers
T
he encouraging news for those of us in
the retail swim industry is that
swimming remains the country’s most
popular sporting activity, with 3.2 million
“
Thanks to nearly
one hour of moderate lane swimming, and if that
doesn’t encourage people to get into the pool,
300 participating
Zoggs even has its own Swim4fitness online web
programme for those who would like a tailored
people dipping a toe in the pool every week.
local councils, the
training schedule, regardless of their ability.
The Government’s free swimming initiative
has clearly helped to secure swimming as the
latest data available
Age is just a number
nation’s No.1 sport.
shows that over 10
Once the swimsuit is on, Zoggs is all about
Thanks to nearly 300 participating local councils,
the latest data available shows that over 10 million
million free swims
having fun no matter what age you are.
For 2010, Zoggs has launched ‘Swim with your
free swims have been made by those aged 16 or
under (the majority), together with those aged 60
have been made by
eyes open’, an integrated marketing campaign
or over, since the scheme began in April 2009. those aged 16 or
supported by a national cinema commercial. The
commercial focuses on reminding adult swimmers
Such initiatives are key to us having a lasting legacy
from hosting the 2012 Olympic and Paralympic
under (the majority),
of their inner child, and how much fun can be had
while swimming underwater while wearing
Games, allowing people of all ages greater
together with those
goggles. It also highlights the importance of
opportunity to get active and stay healthy. And
who knows, come 2012 it could be free swimming
aged 60 or over, since
goggles as an essential piece of swimming kit to
enable children to see more clearly under water,
for everyone!
the scheme began
gain water confidence and have more fun.
Zoggs is literally geared up to cater for all
swimmers, whether swimming for fitness or fun.
in April 2009
The big question for us and everyone else in the
retail swim industry is: how can we maximize the pool.
opportunity presented by that many swimmers? Some women are apple shaped or pear s
”
Swimming should be fun. Water creates a
certain freedom and exhilaration not found in any
other sport. Everything that Zoggs supplies, from
swimsuits and goggles to training aids and junior
haped, water confidence equipment, is designed for all
Also, how can we encourage others to join them in some are top heavy and some are hourglass age groups to have maximum enjoyment and
what is a relatively cheap form of exercise, to enjoy shaped. No matter what shape, Zoggs has a lasting safety while in the water.
it and to feel the health benefit from it? body solution called Swimshapes, which caters for The ‘Swim with your eyes open’ campaign is
all shapes and sizes. Swimshapes incorporate a about Zoggs engaging with swimmers at all
All shapes and sizes number of features across four different fabrics consumer touch points, from consumer events to
So let’s start at the beginning. Before people go ranging from an Ultra Soft fabric offering up to in-store at the point of purchase. This year Zoggs
swimming, bearing in mind that over 60% of adult 120 hours of pool protection right up to a Chlorine has sponsored the Swim Zone and endless pool at
swimmers are women, they need the right proof fabric offering 1,200+ pool hours of the TCR show to highlight world-class triathletes
swimwear. This is an important issue for many who protection. The range includes a Booty Suit, such as Daniel Unger and Jan Frodeno, who both
are conscious of their body shape, but still want designed to give lift and support around the wear Zoggs Predator goggles. These same goggles
fashionable, longer lasting performance swimwear bottom, tummy control for extra support for a were seen on Robson Green’s Wild Swimming
that makes them look good and feel great in the flatter tummy, full foam cups, removable cups and Adventure, recently screened on ITV,
shelf bra for shape and demonstrating that the Zoggs brand represents top
support. The Swimshapes class performance just as much as it does family
range also includes structured fun. Zoggs really is the one-stop swim shop.
suits and non-wired D to G In-store, Zoggs has launched a brand new range
cup swimwear, together with of display fixturing, designed to encourage the
longer length, modesty and consumer to interact with the product. Seeing is
maternity styles. believing, but actually touching and learning about
With a ‘Swimshapes’ suit the product is buying into it. The moment of truth
women can look good in and is then using it in the pool and recommending it to
around the pool. The more other swimmers.
S
people swim the fitter they’ll
become, and the easier it will Zoggs UK Field Sales Manager: Rachel Jenkins
be to stay in their desired T: 01276 489089
shape. Research shows that rachel.jenkins@zoggs.com
we can burn 400 calories in www.zoggs.com
16 SGB SPORT FEBRUARY 2010
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