Host Christoph Rapp, International Sales & Retail Manager of Messe München, was delighted with the animated throng of people at the opening of the new exhibition series “we want to use to intensify and expand contact with regional partners.” On the guest list were several marketing and sales managers of major Bavarian sporting goods companies, renowned agencies and media, and even representatives of the record soccer champions FC Bayern Munich and of the German ice hockey champions EHC Red Bull Munich.
Dr. Ottmar Franzen from Konzept & Markt presented the preliminary results of the study for the first time before the ISPO audience. “ISPO SPORTS EVOLUTION REPORT – The transforming sports goods market defined by the consumer.” Using this study, where over 3,000 sports fans were extensively surveyed online, the sporting goods industry was able to partition its sectors into five main segments to help the customer in orientation and retailers in the sale.
In addition, the erroneously circulated notion for many retailers that the customer learns about products in retail stores, but then buys online, is also refuted for the first time with convincing data. “The opposite is the case,” said Franzen at ISPO ACADEMY CONNECT, “sports businesses can profit from online – if they do it right.”
The multi-segment study for the sporting goods industry delivers exciting, detailed results for retail, consumers, and everyone who has something to do with the sports business. You can learn everything about the study here – and you can order it! >>>
The second lecture of the evening was held by Martin Strehler of Innovationsmanufaktur. He spoke on the topic “The Quantified Self vs Back to Nature” – and wasn’t alone in the opinion that digitalization helps athletes reach unforeseen possibilities – even in the healthstyle sector. But is technology a double-edge sword? The subsequent debate, a little roleplaying session, vividly contrasted the Pros and Cons – which was then continued with finger foods and drinks.
Guests and participants used the third half, networking, for an extensive exchange of thoughts and information. And of course, for getting to know one another, which will soon be continued. “We’re hoping for three to four meetings per year, and are planning the next event for spring, after ISPO MUNICH and ISPO BEIJING,” explains Christoph Rapp. ISPO ACADEMY CONNECT will continue.