Outdoor Industries Association Blog

One of the challenges that was put to members at the OIA conference just gone was to help the association reach out to the smaller independent retailers.  The OIA already has 47 retailers as members, but there are a plethora out there who are either unaware of the OIA at all, or still judge it by the association of old, and others who perhaps simply cannot see the value in their membership subscription.  A fair enough observation if they haven’t seen any of the latest communications.

So Columbia are offering a helping hand with this great offer: product at wholesale to the value of their membership fee for the first year.

The independent retail sector represents a hugely important part of our industry. And whilst the industry dynamics are changing in terms of supplier/ retailer distribution to the consumer, which for the most part can be directly attributed to the proliferation of the Internet, independent retail will always have an essential role to play in the make up of the outdoor industry. But change and evolution is also needed, necessary even, to ensure long term survival.  This is where being part of an overarching industry body can help.

The OIA conference demonstrated that the smaller, independent retailer would directly benefit from significant savings through their membership, more than offsetting their subscription.   But just as importantly, and ignoring the direct cost savings, free business support services and access to vital data and research, the benefits of membership are also derived from direct promotion of their business to the consumer via the new consumer portal The Active Guide, and reduced rates for the soon to launch industry retail training programme, helping to increase business’s productivity and raise standards across the board.  And in times of crisis being part of an industry voice is invaluable.

Newly appointed OIA Board member Anthony Greasby from Countryside Ski & Climb, comments “I think it’s time for independent retailers to sit up and take notice. This is the only trade organisation that’s specifically going to make a difference in our own industry, and I really can’t find any reasons why you wouldn’t want to be part of that.”

Columbia’s UK Country Manager, Dan Trapp, also advocates this notion that we need to work together across the whole sector for the benefit of the industry, and that means joining and supporting the OIA.  So much so that he is putting his money where his mouth is and is offering all independent retailers product at wholesale to the value of their membership fee for the first year, even if they are not current Columbia accounts.  There’s your value for money straight away.

All in all it is a pretty compelling proposition.  But it’s your opinion that counts so here’s our call to non OIA member retailers:  get in touch with us to find out what your industry body can do for you, and is already doing for the wider outdoor industry at large.

And with Columbia’s very generous offer, you literally have nothing to lose!

Contact as today on info@outdoorindustriesassociation.co.uk or call 0131 333 4414

Our industry is well prepared for the cold financial front

One way or another, I have enjoyed a link to the outdoor industry for almost 60 years – as a consumer, climber, executive, ambassador and dare I say elder statesman.  I remember the sector well during its very modest, formative stage.  Back then, it was dominated by a few very passionate outdoor activists who opened retail outlets or started making products and created brands that would one day be household names.  Just as I was exploring the wild places of the world, these people were business pioneers, embarking on adventures that in some cases continue today.

And the industry certainly has changed a great deal over the decades.  No-one could accuse it of being a ‘cottage’ industry now.  I have been fortunate enough to be closely involved with Berghaus for almost 30 years and have witnessed first hand both the development of one company and how it has played its part in the evolution of the whole outdoor sector.  Of course, Berghaus is just one of many UK companies that have contributed to transforming our industry into a modern, dynamic and forward looking sector that makes a major contribution to the UK’s wider economy.

The state of the economy is clearly at the front of many of our minds at the moment.  These are very challenging times in almost every part of the public and private sector.  Consumers are quite understandably being very cautious about how, where and when they spend what disposable income that they have available.  There is no point shying away from the fact that 2011 will test us all.  However, I know that here in the UK we have an industry that is very well prepared for that test.

We have talented people, very well established retailers, brands and other businesses, and we have a collective drive and passion to succeed.  The increasing appeal of the outdoors to more consumers from all walks of life offers an insight into the opportunity for our industry.  We must reach out to these people, clearly demonstrating to them that they should seek advice, products and services from the real experts, who can offer outstanding customer service and great value for money.  I know that the OIA has a major initiative planned that will start in the spring, which is designed to encourage more people into the outdoors.  In the process, it will drive interest and footfall (‘virtual’ and real) to OIA members up and down the country.  I encourage everyone to support this when details emerge – it will be a project that has the potential to make a positive impact on our collective fortunes in 2011.

Meanwhile, I’ve put in a request for some proper winter weather in the UK, to remind the general public of the benefits of well made kit to keep them warm, dry and comfortable in all conditions.  I hope that request is answered and that trading between now and spring is brisk for you all.  Have a very enjoyable festive period and together, I hope that we can forge a prosperous New Year for the outdoor industry.

Sir Chris Bonington.

Honorary President of the Outdoor Industries Association

The last 12 months have seen many uncontrollable and unexpected external forces have significant impacts on our trade. As usual the weather played its part; the winter could hardly have been more buoyant – conditions ensured that virtually anyone who ventured outside was a potential customer for an outdoor retailer!

Once the snow melted we “enjoyed” one of the most prolonged dry spells for years – by the end of spring the harsh reality of recession-hit Britain kicked in. The General Election, the World Cup, the first austerity budget AND the super dry weather meant our customers had little incentive to buy; customer confidence was more than dented and the announcement of public sector cuts encouraged people to hold onto their cash.

So far the autumn seems a little more positive – the odd colder day has helped early purchases of winter kit…but what can we expect next?

After helping destroy confidence over the last 2 years the media is talking up the potential effect of the up-coming rise in VAT – there’s going to be a bumper Christmas as we all buy now to avoid paying extra tax! Really? Will another £4 on a £200 waterproof make someone buy today rather than hang on till the sales? I don’t think so; but if the media are determined to encourage a pre-Christmas buying frenzy then I’m happy to see them try!

In reality several supply-side issues far out-weigh anything a marginal VAT rise will do. The seismic shift in China’s labour market and the massive increase in freight charges mean that the guaranteed supply of better & better quality products at lower & lower prices is coming to an end.

After living with a deflationary outdoor market for 15 years our customers will have to adjust to prices going up! Our challenge will be to reassure them that are still getting value for money, not by discounting, but by having the courage to sell at prices where we all win. Suppliers need to make enough to maintain the supply chain & invest in R&D, retailers need enough to attract, train and retain quality staff and the customer has to get a product that more than satisfies their expectations at a fair and reasonable price.

Compare Outdoor products to the non-technical stuff available on the High Street – we sell absolutely fantastic pieces of kit at prices way lower than most people see every day!

The challenge for our trade isn’t to do with the weather, the competition within our market or the projected sluggish recovery of the UK’s economy – the challenge and greatest opportunity for us as a trade is to tell our story to a broader range of potential customers! If we can communicate just how exhilarating, enjoyable and accessible outdoor activities are then we’ve the chance to grow our market for the benefit of us all.

If we take the chance and do this job properly then the Outdoor Trade will not only enjoy this New Year but also many New Years to come!

Andy Airey, George Fisher, Keswick

Last Wednesday saw the inaugural OIA CEO/ Director Forum, held at the Palace Hotel in Manchester.  Far from being a stuffy affair there was a relaxed yet focused atmosphere as senior figures from within the industry gathered, some meeting for the first time.  The theme was, perhaps unsurprisingly, ‘Government cuts – is it all doom and gloom?  Identifying the opportunities and threats to the industry collectively’.

Tom Franklin kicked off the main part of the evening with his key note presentation, which highlighted some of the main challenges the walking community is now facing.  As debate and discussion around the room ensued, there was consensus that despite the current challenging circumstances for the business community,  opportunities  for organisations operating in our industry outweigh the threats and some core focus points were identified.  That said it was also clear that these will only be realised if we work together, not just within our own membership body but by creating those important alliances with our counterparts across the other sectors.   And having Tom Franklin, CEO of Ramblers, and Andy Robinson, CEO of Institue for Outdoor Learning, there was a good start.

It was even better that we could put something back and raise money for an outdoor charity, Equal Adventure, and make a little difference directly while we were at it.  Thank you to all those attending for their generous donations.

Now we just need to carry that momentum forward and I look forward to reporting on that progress by the next OIA Forum being held during the Innovex Conference on April 12^th 2011. You can read the full report on the event in our news section.