You are in:
Jack meets... @ The STAG Show
It was an appropriate choice to hold the STAG Show at a hotel called by the name of ‘Four Pillars'. There are four pillars upon which the sports trade is built and supported: first there is the product pillar, incorporating designer and manufacturer. Then comes the distributor. Number three surely has to be the retailer and last but by no means least, the consumer.
Take any one away and like Humpty Dumpty, we all fall down. The steadily growing number of retailers (over 50 in the last year alone) who, while keeping their independence have decided to join fellow ‘owner-drivers' by becoming members of STAG, realising that their particular pillar is thus strengthened, is further evidence of its value and I am at a loss to understand how any independent these days decides or is even able to remain isolated from one buying group or another. Indeed, I would always be happy to hear from any such individual, although chances are that any such person would likewise be unaware of this august publication and so not know of this invitation. But enough meandering. Lets 'get on with the show!'
It might have been cold and miserable outside. It might have been doom and gloom and financial fanaticising in parliament. It was both those on the Monday of my visit. But inside was bright and bustling. Plenty of smiles and plenty to smile about. Already seven new accounts had been opened on one stand alone and while never under estimating the importance of networking and showing the flag, this was, as STAG MD Ward Robertson was quick to emphasise both by name and nature, "The buying show that means business". Those who remember the John Fisher STAG days may recall the room full of tables upon which merchandise was displayed and how, at the blow of a whistle, those attending would proceed in an orderly fashion to the next table for their allotted time, ensuring that all suppliers were seen by all buyers present. By contrast, there are now over 60 exhibitors each with stands and displays spread out in two spacious halls and a marquee that, unlike last year's somewhat Heath Robinson affair, was warm, bright and windproof. It is a two day event, and I do apologize that I was unable to visit every exhibitor in the limited time that was available to me.
A large show glove caught my eye as I shook hands with Roberto Forzoni who was manning (or perhaps ‘keeping' would be a more apt description) a stand devoted to goalie gloves. The brand Selsport was new to me and I wanted to know the who, the how and the why about the man and the brand. Roberto had been a coach with Crystal Palace, Brentford and Brighton before becoming a Performance Consultant to West Ham. I was duly impressed to see on his card that he had a diploma in Sports Psychiatry, as well as several degrees. His entrance to the sports trade was largely due to a realisation that while goalie gloves were available from several well known suppliers, there was not one that was devoted to them exclusively. So the seeds for Selsport were sown. Essential to the success of any glove is the grip and while latex is the norm for all makes, latex quality does vary considerably and the grippiest grip emanates from Germany and is in the palm of all of their gloves irrespective of price. Fifty goal keepers in the football league currently use gloves from the range. I was particularly impressed with the new ‘Wrapper' collection for 2009-10 and to learn that Selsport export widely including to the USA, Europe, Norway and Holland, They are also able to offer ‘specials' incorporating a customer's own design features for a minimum order of 250 pairs across the size range. They have a new slant on what it means to be heavy-handed with their weighted training glove, the ‘Speed Hand' is just one of three coaching aids that they have introduced. The others are a weighted football (available in sizes 4 or 5) and if it is after the watershed hour, they can be described as ‘heavy balls' and a final innovation currently named ‘Reaction' which, being biased and weighted unevenly, has a mind of its own and certainly concentrates the mind and challenges the feet of the player engaged in training.
Jonathan Clarke on the Unicorn Products stand was keen to show me the new Powerglide cues which although sadly (my description, not his) no longer made in the UK are still made to the same high specification, using carefully selected wood, are now available in a series of attractive styles and equally attractive prices. As to the new range of cricket bats for 2009, he enthused over the new willow conditioning machinery and explained how it had made it possible to press a blade early in its manufacturing process without crushing it. Allowing the mind to wander I thought of my last journey on the London Underground and wondered if a similar device might be helpful there. All the more so, perhaps, when I was told that it had cost a million dollars to make it. I could not hide my delight to know that at least these Gunn & Moore bats were still produced in Nottingham. We can but hope and pray if necessary that the real Tests in 2009 may prove a springboard for some healthy sales.
There is more to enjoying good business that simply selling product on a one-off basis. Moss Bros, in their heyday, owed their success to hiring out the same suits many times. (It is said that they did their stocktaking each year at Ascot!) To be able to turn over the same stock certainly has an appeal that must be the envy of many a retailer. The next best is to sell a product which results in a constant return for more. Tennis balls fall into such a category but thanks to a near monopoly, margins are slender and demand is seasonal. What about edibles? And so to shotz sports nutrition. This brand , one of a multitude of ‘different' products on show presented by ‘assist creative resources', is not simply that always useful ‘extra' that make the day's takings more worth while but often result in the ‘boomerang (after all this is an Australian product) effect'. And just in case you are wondering what that is, it is the constant return of your customer for more, perhaps better known as the ‘revolving door'. MD Steve Raven, himself once an international canoeist and Simon Bradeley, sales team manager, ex-professional cyclist, and twice the Guinness world record holder for indoor cycling, did not take long to convince me that carboSHOTZ energy gel which they claim stimulates the mind, fuels the body and generally makes one feel good will also improve the sellers' cash flow and bottom line too. Also on show was a full range of PowerLung Sport product, a device that allows increased breath support helping to strengthen one's breathing muscles. And if any independent retailer genuinely believes that he can neglect these and similar products and still compete with the multiples it may be time to take a deep breath himself and think again. This, yes this, is what specialisation is all about and I cannot emphasise too much the part it can play in the survival and success of the Independent. Pardon the pun, but there is neither space or time to detail their Timex multisport collection. The watch incorporating a Heart Rate monitor is, I was told, unique in the trade and the breadth of their collection is mind boggling, more than enough for a feature devoted entirely to it - if only space and time permitted.
I caught up with Terry and Sandra Howlett of Howlett Sports in Dovercourt, Essex. Their business was started by Terry's father in 1946, moving to its present site in 1952. He took over running the business in 1971 and is an enthusiastic member of STAG. In September this year he was in the winning team of the England Grand Masters ‘Over 60's Hockey' Champions team, beating Australia in the finals 4 - 1 , in Hong Kong. It would have been worth coming to the show to hear such a good news story. The game was played on water-based astro turf. Terry used a Mercian Manta stick and turns up regularly for Colchester where his position is ‘Left Defence', which reminded me of my early days searching for a left-handed hockey stick. Why I could not find one and the reason why the other club for which he plays is called the LX Club may be found upside down at the bottom of this article. This was, he told me, "a great show in a great venue" . He did wonder if the recession might attract some names who had not yet joined the list of suppliers to "think again" and I am sure that he will discuss this more with the powers that be. Simon Mason, Director of Mercian Sports, was originally sponsored when he was 13, by Mercian. He certainly knows a thing or two about the game having represented Great Britain in the 1996, 2000 and 2004 Olympics, and gaining a number of bronze medals in the Commonwealth and European games. In 2003 he was in the winning team for Reading Hockey Club, winners of the European Cup. He finished his hockey career in 2004 when he joined Mercian who had a great display of their stick range although they seem to have left their Goalie stick behind. Simon was adamant that they have sticks ‘at every price for every player'. He is the taller one in the picture, holding - but not on - ‘Fire' and Terry who by now will be eligible for the ‘Over 65' brigade, is a little shorter. He is carrying - but not in - a ‘Storm'. The characteristics of the ‘Fire' are truly astounding. The blurb states that ‘if a player were to hit a ball constantly for 24 hours...', but just a minute please guys, let's not go down that path today!
Rather, lets go to the end of the alphabet and zee for ourselves what Zoggs are up to on the waterfront. On the stand I met the delightful Rachel Jenkins, UK Field Sales Manager, though quite why a swimwear company should have a ‘field' sales manager is rather hard to fathom. There was not time to feast my eyes on the swimwear and as on previous occasions I lamented the absence of the lovely models of yesteryear. It was always interesting to have them parade close to the heart rate monitors. I did note with special satisfaction, however, that thanks to Lutex chlorine-proofed fabric , swimmers are challenged to out swim their Zoggs garment's 1000 hours in the pool. Perhaps we should take their word for it. Peripheral vision in the water wearing swim goggles has always been a problem but thanks to CLT lens technology swimmers can enjoy up to 180° all round sight with constant visual clarity. ‘CLT', you ask? Another set of initials. Yes, and when you've finished guessing, check out the upside down answers at the bottom of the page. That is the third and last of Jack's New Year Quiz Questions! They certainly proved their worth at the Beijing Olympics coming close to a nose ahead when worn by Jan Frodeno in the Triathalon event. Look out for a one-off special all-white version as worn by Jan which is set to be another swimming off shop shelves. But Zoggs don't simply celebrate past success or even dwell on fashion and function in the water. Children are looked after too with ranges of water confidence games, buoyancy inflatables, mini kickboards, dive sticks, even a non edible flexible foam noodle for pool fun.
WOW! Going home time already? Well, I can hear a whistle, that's for sure. Could this be the ghost of yesteryear's STAG shows? I see Bob Hope of Molten Sports beckoning to me. His hand is on a button and the shrill blasts of the whistle stopping and starting are most definitely coming from him. Does he include ventriloquism in his repertoire? He showed me his ‘no-blow' whistle, operated by a simple button. This is not April 1st. and this is no gimmick. Its potential, I suggest, is outstanding. Referees can ‘no-blow' it while talking to a player. Teachers can not only save their breath but can pass it from child to child without upsetting ‘elth an' safetee' who fear the passing of some dreadful disease. Heaven only knows how we are all still alive to tell the tale! But this was my final whistle where it all had to stop. I made a note to allow longer at the show next time. I made a brief farewell to Ward Robertson. We agreed how staggeringly successful from every point of view this buying show had been. We knew that there were bound to be some problems as a result of the uncertain (or some would say certain) economic situation. But I left confident in the knowledge that the four pillars would be strong and flexible enough to enable the trade to weather any storm and that when conditions calmed, with our own Olympics on the horizon, there would be good times ahead and even gold to be won and that hopefully not too much would have to be passed on to HM Treasury.
May it be a Happy and Somewhat Prosperous New Year. The best of good health and all good wishes until ‘Jack meets...' again in 2009.
Jack welcomes your comments and is always glad to discuss your ideas, problems and concerns, either person to person, or in print.
If there is anyone you would like him to meet or any product to write about please contact
The Editor or Jack (writeawayjack@aol.com).
His articles do not necessarily reflect the views of the publishers and are not ‘advertorials'. They are not seen prior to publication by any person or firm to whom they may refer.
