Tech Rep
A clinical approach
Tom Orange is Senior Technical Representative at Asics UK, and here he explains how the company’s new running clinics are designed to help runners and boost retail sales
A
s a Senior Tech Rep my role is to help develop the brand within the running community. My team and I work
closely with the Asics marketing team to provide retailers with a range of support options including staff training, gait assessments, running and running product marketing campaigns, and an element that we are concentrating on in particular at the moment, Asics Running Clinics. We make sure retailers are receiving the
information required to communicate with runners. We visit key retailers and help advise customers on how to run and what to wear when they are running – demonstrating to them which shoes would be best for their particular running style and what to eat and how to train. It’s great to be part of a team giving useful advice, as when I started running I didn’t know where to look to find advice, so it’s a really positive project to be a part of.
Map reading We have 3D foot mapping technology, which comprises a machine that scans the foot using
New release – GEL-Cumulus 12
Among Asics‘ broad range of running shoes for 2010 is the Gel-Cumulus 12. Designed to set the bar for lightweight, cushioned trainers, this shoe incorporates the Asics’ Gel cushioning system in the rearfoot and forefoot to boost shock absorption, while Asics says the Trusstic System provides structural integrity and support. Other technical features include the company’s Impact Guidance System, Comfordry sockliner and gender specific cushioning designed specifically for women, which the company says helps give a
smoother run. RRP: £85 “ As you get older
muscles and ligaments may become more tired and less flexible so although you don’t need frequent gait
assessment, it is a good idea to check it every five or 10 years
lasers and cameras. The static test takes measurements of the foot such as heel angle and arch height, which the trained Tech Rep can then interpret into what running style the customer might have. The video analysis consists of filming someone while running on a treadmill - so it’s more of a dynamic test - and you can see the foot when it is fully load bearing, and you can see if there is any pronation or movement at all. Then
”
the Tech Rep will bring all the data together and give their best recommendation on what shoe the customer should be running in. The most common running gait or style is over pronation. 80% of runners over pronate, which is where you roll inwards onto the inside of the foot through the mid stance - but there are varying amounts of over pronation so there is quite a wide spectrum to work within and advise on. Asics has a wide range of products to suit over pronation as well as other gaits. Some would argue that once you have
completed gait analysis then you don’t really need to have it again unless something in your lifestyle changes quite dramatically, such as weight gain, as any changes otherwise to your gait are only likely to be slight. However, as you get older muscles and ligaments may become more tired and less flexible so although you don’t need frequent gait assessment, it is a good idea to check it every five or 10 years. Asics has just launched Asics Running Clinics,
which offer runners an innovative total running support package. We are working with key retailers around the UK and we are hoping others will approach us if they would like to be involved with this campaign.
S
www.asics.co.uk 20 SGB SPORT JUNE 2010
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37