selling triathlon
Triathlon boom? T
Optimum conditions for
With the increasing popularity of open water swimming and the upcoming London Olympics, is the time right for retailers to take advantage? Alex Fordham speaks to swim specialists Aqua Sphere to fi nd out more...
raditionally open water swimmers and triathletes have been a rare breed. Very few open water
swimming events existed and most were supported by a small but loyal following. In 2008, open water swimming was added to the Olympic games and the success of the British swimmers has raised the profile significantly. There are also new opportunities for people to swim for free outdoors, and the growth of events like Swimathon and the Great Swims have brought the pursuit into the public domain. This certainly presents opportunities for retailers across the breadth of the UK. “The sport is seeing incredible growth globally, and with this comes the need for new products,” says Martin Newton, Sales and Marketing Manager for Aqua Sphere UK. “Higher participation numbers is pushing more manufacturers to throw their hat in the ring and undoubtedly presents opportunities for retailers.’ Highlights of the last few Olympics have
arguably been the track and swimming events with superstars such as Michael Phelps and Usain Bolt blowing away the competition. With the added bonus of the Olympics taking place in London, suppliers and retailers need to take advantage. “Any great sporting event always boosts
interest in sports and the fact that the Olympics are right here is bound to have a positive knock-on-eff ect with sales” says Liz Talbot, PR Consultant, Aqua Sphere UK. Similarly Newton is optimistic that London 2012 will have a positive impact on sales: “ Viewing elite athletes at their best is bound to encourage participation. Hand in hand with participation is the increase in foot traffi c to speciality athletic shops. You want to wear the goggle that Amanda Beard is wearing? Head to your local Aqua Sphere dealer and fi nd the exact goggle. That is good for the athlete, good for the retailer, and good for the manufacturer.”
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SGB-SPORTS.COM Aqua Sphere has obviously seen the
potential in triathlete products and have a comprehensive range on off er. From the seal masks, to the K180 small socket goggles, Aqua Sphere believes their products represent excellent value for money according to Liz Talbot. “We off er something for everyone at every
price point. Our aim is simple- to enhance the swim experience of everyone, from fi tness swimmers to elite triathletes. Swimmers and triathletes trust us and come back for more, and in recent years we have expanded into compression wear, performance swimwear, training aids and accessories.” However, increased
participation in sport does not automatically give retailers a divine right to expect retailer profi ts. Education is essential when selling technical products. By ensuring that each sales assistant has the suffi cient knowledge to be able to advise the customer will ensure an increased level of sales, and hopefully result in repeat business months after the Olympics has reached its completion. SGB
Higher participation numbers is pushing more manufacturers to throw their hat in the ring and undoubtedly presents opportunities for retailers.
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