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No hill is too steep
The man behind Hilly was much more than an entrepreneur, wasn’t he?
When one looks back at Ron Hill’s career it is with sheer admiration. Besides being the former Commonwealth and European marathon champion, and world record holder, he holds a string of other athletic achievements.
In addition, he hasn’t missed a days running in over 42 years and now aims to compete in 100 different countries (he is up to 93) before his 70th birthday in two years time.
He was the first person to import Nike shoes into the UK, has designed shoes for Reebok, and pioneered the move to synthetic fabrics for running apparel.
With a PhD in Textile Chemistry, he is able to combine his technical expertise and running experience to great effect.
Talk us through the initial range, as devised by Dr Ron Hill.
The original range of socks comprised four models (they are still in the range today, although they have been significantly upgraded),
How did he bring Hilly, and indeed the range, to market?
Due to the fact that he no longer had any ties whatsoever with Ronhill Sports, he was able to pursue other commercial developments.He saw a gap in the market for technical performance running socks and,with his technical expertise, was able to produce a range in the UK.
He and his son, founded Hilly, and he basically got on the phone/visited retailers himself as well as appointing a team of agents. It was real ‘grass roots’ stuff!
2001 was a year of major development for the brand wasn’t it?
Yes, both in terms of new product development and commercial development. I joined the company in 2001 as a director and shareholder, as I could see that the brand had potential.
This was coupled with the addition of four new models that really complemented the other styles and laid the foundation for a ‘serious’ range.
Talk us through the performance features of your key products.
The philosophy of the brand has always been to offer technically advanced and value for money products for runners.
The socks all have technical and antimicrobial yarns that wick perspiration away from the feet, a seamless toe construction, arch grip support, and other technical features.
Our range of Twin Skin Moisture Management (double layer) socks also have a permanent antimicrobial (and wicking) inner sock. The double layer construction helps to reduce friction and in turn blisters.
We have now also developed a comprehensive range of performance accessories, including reflectives, hats, gloves, water bottle carriers/bottles,Neoprene products for carrying a mobile phone, keys, coins etc.
Again, the philosophy has been to produce innovative and technically advanced products.
How important is it that Hilly employees understand and are involved in running themselves?
The key point is that all employees are fully capable of doing their jobs and can grow with the brand.However, it is a great advantage that many are runners and are involved in running outside the business.
Not only can they contribute to product development, but they can test the products as well!
Also as many of our retail customers are specialist running retailers and runners themselves, our staff are able to have a far more ‘hands-on’ business relationship than if they had no interest.
What effect is the build-up to the Olympics having on the brand and on the sport of running itself?
At this stage, I do not think that the Olympics has kicked in yet – perhaps it is still too far off at present, but I am sure that it will as the event gets closer.
There has been a significant increase in the popularity of the sport, with more people, especially women, coming into the sport. This has been helped by a big increase in running events such as the Race For Life Series.
Also, running has become a ‘lifestyle’ activity and as we are all aware there is significant emphasis on exercise to overcome the many health issues caused by obesity etc.
What is your relationship with the independent retailer?
We completely support the independent sports trade and do not trade with the ‘fashion’ multiples.We work very hard at building strong relationships with the trade, both via our team of highly experienced and professional sales agents and directly ourselves.
We like to think that we are a very ‘user friendly’ and nice company to deal with!
Do you provide technical support to your accounts?
Yes, although we are not yet of the size to employ specialist technical reps.
Our agents do offer product training and a range of literature.We also visit stores ourselves.
What about help with merchandising?
We offer a range of POS, display boards and our popular revolving stand. Perhaps one of our most effective tools is that we offer free ‘try-on’ socks to all customers so that customers can try when having training shoes fitted.We are continually being told that this has a very positive effect.
Can you offer any advice to the independent retailer trying to compete in such a fierce marketplace?
The independent can offer so much more in terms of service, and support that the sports multiples. They can make the shopping experience favourable.However, the independent retailer has to work hard at his business in terms of looking for new opportunities and ensuring that the store is merchandised effectively, especially with the sharp increase in the numbers of women participating.
Where do you see the brand in 10 years time?
Sold,with all of us holidaying in Barbados! Seriously, there is a lot of potential to further grow the brand and we have a lot of plans, not only in our core market, but new markets.
Business life moves on at a rapid pace, but I am certain that running/sport will continue to be popular and it is hoped that the many of the initiatives being implemented in schools, for example, and the continued focus on exercise and healthier lifestyles, that the flow of people participating in running/sport will continue.
