p12,13 Supports:SGBGolf_NEW_template 27/01/2009 09:37 Page 13
Sports - Supports
we feel very encouraged, but I am afraid I can’t say more about that yet.”
Another brand making great strides in the support sector is Neo G, with
its Variable Compression System (VCS), which allows the wearer to apply
support exactly where they need it, without the support being too tight
elsewhere, thereby negating the possibility of deep vein thrombosis. The
Neo G product line illustrates that competition in the supports sector is
stronger than ever.
Confirmation of the supports manufacturers’ confidence going forward
comes from the fact that they are bringing new products to market in 2009.
In addition to Precision Training, LP Supports is also extending the top-end
of its line. Aries also made his apologies for not explaining what we can
expect in any detail, just that “two or three patented products will be
launched by the middle of the year”.
McDavid’s Sherratt goes as far as to question why general sports retailers
do not devote more shelf space to sports supports, such are their reliability
to get tills ringing.
“In the US, where McDavid has over 80% of the market share, McDavid Like in many sectors though, the relevant products ignored on the high
has between five to eight metres of shelf space in all the multiple retailers,” street can find fast-moving outlets online and in specialist sports stores.
he says. “In every single one of those multiples, McDavid is the most Sherratt confirms that McDavid’s online sales have overtaken the high street
profitable brand per square foot, but this is a message that does not seem in the UK. Whereas the high street retailer tends to stock a basic line of
have got through to the independent sports retailers in the UK.” affordable supports up to around the £20 mark, skiers with an old injury to
Sherratt also puts across a strong case for the defence of premium sports protect are going on line to order a heavy-duty, hinged knee brace. A
supports, like McDavid’s all-neoprene range. McDavid knee brace will retail at £89.99, but you won’t find many in the
“I don’t understand why an independent retailer would stock the shops.
cheapest supports,” he argues. “If a footballer asks for a knee support Sherratt says online retailers are dong “spectacularly well” at exploiting
because he needs to play at the weekend, and he is offered a support at the long tail: selling the products that the high street stores won’t.
£9.99, he will buy it. If he is offered a support at £14.99, the chances are he Ultimately, a trend in the sports supports market can be identified, and
will still buy it, because he simply needs a solution. That’s another £5 in the this one will be very hard to buck: there will be a few new products to look
retailer’s till.” forward to in 2009, but the place to find them won’t be on the high street.
JANUARY 2009 SGB SPORT 13
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