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| UK runners ‘spend half as much’ as Germany |
By:
www.cheaprunningshoes.org.uk |
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Ashley made the point as he outlined how much potential there is for educating runners about the benefits of spending more on their footwear. Sports Direct is the market leader in sports products for sports such as cricket, hockey, boxing etc, but there is very little revenue/profit in these activities. However, in running there is a major opportunity to provide runners with specialist equipment so they no longer have to “run around in plimsoles like peasants”, to quote Ashley.
Sports Direct are particularly focussing on casual runners and people as “unfit/fat” as Mike Ashley (again, his words) who would be embarrassed to go into a specialist store. To this end they are rolling out technology for gait analysis to stores. The machine measures weight and running style etc and gives a recommendation of what type of shoe you require on a colour code basis – so if you came out as a yellow you look at trainers with a yellow sticker etc.
The company also outlined a long-term target of 600 core stores, adding 10-15 a year (there are currently 371). |
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