Selling: Fight Sports
Up for the fight
We speak to Lonsdale general manager Ian Campbell about the work it is doing to meet the needs of the modern boxing and martial arts audience.
L
onsdale Boxing says its 2011 global range of boxing and mixed martial arts (MMA) equipment is designed to cater for enthusiasts at every level; from world champions to entry-level fighters. The new-look Lonsdale Boxing range incorporates the latest technology, including I- Core, G-Core and L-Core, and has been developed to make the most of a new ‘hook’ design.
Lonsdale general manager Ian Campbell says: “They all focus around the foundation of the equipment and its inner core. “For example, I-Core features our latest development in injection moulding to deliver the most anatomically correct comfortable fit to date. G-Core provides a gel cushioning in the centre of the product to absorb impact more efficiently. L- Core uses multi-layer closed cell foams so the equipment feels worn in and like a natural extension of the hand or body. Together they are designed to providing unsurpassed shock dispersion and maximum comfort.” This, Campbell says, highlights Lonsdale Boxing’s efforts to move with the times and meet the needs of modern fighters. “Manufacturing fight sports equipment for more than 50 years provides us with a great platform to move with
fight sport trends and maintain our position as a market leader.
“We’ve worked hard to develop boxing and move it out of the dark ages, so that Lonsdale is recognised as a true fight sports brand.” Campbell says research and development into products is underwritten by a strong team “who eat, sleep and breath the fight sports market”, as well as providing it with a means to lead in other fight sports markets beyond boxing.
“We want to be the market leader in all fight sports not just boxing which we are better known for.
“We intend to stay ahead of the pack and to do this we must be innovative and look at technologies outside of the box which are available and incorporate them within fight sport equipment and apparel.” Campbell adds: “The consumer base is very varied therefore we are required to cater for the elite professionals demanding the best quality equipment in all aspects, right down to entry-level for the beginner. We aspire to be a ‘one-stop shop’ for everybody participating in boxing and MMA.”
www.sgb-sports.com
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