You are in:
Intersport - January 2011
With a significant increase in membership through 2010, Intersport’s long-term strategy has at its heart the central objective of continuing to increase the buying group’s membership base.
Despite the difficult economic climate and the challenging times retailers are having, Intersport starts 2011 with a solid platform for growth. As the membership increases the group feels stronger and acts stronger, and is behaving as more of a collective group than it did this time last year. The Intersport brand has huge credibility and is the true sporting retail channel for the sports user worldwide.
The UK membership has shown good growth under Barry Mellis in the last two years and the potential for further growth and development is very exciting. Intersport UK has appointed Tom Foley as the new general manager, who will be taking over from Barry in January. With his background in the sports industry and having founded the Irish sports buying group ISRA, Tom is perfectly placed for the next stages of the group’s development. Intersport UK members trade from more than 200 retail floors and Tom will be responsible for further developing the brand and membership throughout the UK and Ireland.
The Intersport brand has a fantastic heritage both here and internationally, and the group has invested heavily in a fully integrated brand approach, launching the ‘Sport to the People’ concept in 2009. The concept clearly positions Intersport as the multisport retail expert, with the emphasis on taking part and enjoying all sports, from any age. The brand platform offers Intersport members the unique opportunity to operate as a truly independent retailer, but with the strength and power to act as a group with buying and marketing support from the suppliers.
With all members acting for the greater good of the group we are breaking new ground and creating a milestone in Intersport’s future.
In the past six months the focus has been firmly on developing the marketing and communications of the Intersport group, building on the strong supplier relationships we have. The plans for 2011 focus on drive on building the consumer awareness and the all important footfall in stores. A programme of consumer brochures launched in Q1, supported by a reward card scheme, national cooperative advertising with key brand partners, and integrated point of sale schemes to ensure a full 360-degree approach to maximise the Intersport brand exposure.
Intersport enter a new era in January 2011, with a growing membership, a confident support group in our suppliers, increasing brand
visibility and a new general manager to lead the group onwards and upwards – watch this space.
Susan Herbert
Intersport UK marketing and communications manager
