Media Room

11/2023

Towards ONE SPORT 2000 with strong positioning worldwide

This year, SPORT 2000 International will once again participate in ISPO Munich and present itself at the leading global trade fair for the sporting goods industry with an innovative range of specialised retail formats and concepts. With strong positioning, SPORT 2000 International is following its successful path and continuing to grow together as ONE SPORT 2000.

The world of sport goes far beyond clothing, equipment, movement and entertainment. It represents one of the most dynamic, international and complex economic sectors, while taking a leading role in terms of innovation. This year, the focus is once again on sport in all its facets at ISPO, from 28 to 30 November in Munich. The leading global trade fair is a meeting point for national and international experts and representatives of the industry. Like last year, SPORT 2000 International will be participating at ISPO Munich. It will present itself in Hall B2 with a diverse range of specialised retail concepts and formats. “In the midst of the transformation that is taking place worldwide, brick-and-mortar expert retailers are gaining in importance once again. At the moment, we are observing that more and more sports brands are re-assessing their direct-to-customer strategies, as well as recognising and appreciating the value of brick-and-mortar expert retailers with personal consultation,” says Margit Gosau, CEO of SPORT 2000 International and SPORT 2000 GmbH, about current industry developments.

Strategy: on the path to ONE SPORT 2000
Last year, SPORT 2000 International worked together closely with a consulting company from the Netherlands that is specialised in retail, on the strategic priorities of formats, service features, brand collaboration, data management, digitalisation and the future organisation SPORT 2000. “In the future, we will focus even stronger on optimising our international collaboration, expanding specialisation and progressively implementing our retail formats,” says Gosau. She adds: “Last year, we took important steps towards our strategy of becoming ONE SPORT 2000.” Next year, SPORT 2000 International will push the strategic priorities of data management and digitalisation more intensely.

Rollout of the multi-category format and specialised retail concepts
Despite a good outlook, pure online business has recorded a downward trend in sales. In contrast, brick-and-mortar expert retailers with personal consultation are steadily gaining relevance. SPORT 2000 International recognises growing potential in this development. “We are consistently working on developing sustainable retail concepts and pushing the rollout in our countries. Whether it’s our SPORT 2000 multi-category format or specialised concepts for individual sports sectors, such as ABSOLUTE RUN or the running, outdoor, teamsport or ski experts, for example,” says Gosau. Expansion of the specialised SPORT 2000 retail formats and concepts is progressing steadily in Europe, as is the rollout of the SPORT 2000 multi-category format. In addition to the first four SPORT 2000 multi-category stores in Mauritius and Madagascar, the first European store, spanning 2,000 m², will open in Dendermonde on the 1st of December 2023. With the rollout of the formats and concepts as well, the international Retail Service Organisation is pursuing the clear goal of being recognised as ONE SPORT 2000 worldwide. “When we refer to our SPORT 2000 multi-category format, the brand world should know that we meet the same standards in all of our multi-category stores worldwide, under the claim ‘Home of Experts’: from the product and range statements, to the presentation of the category competence, up to the presentation of the brands and the personal service,” emphasises Gosau. Moreover, with the associated service portfolio that is optimally adjusted to the formats and concepts, SPORT 2000 is strengthening its performance promise and taking further important steps in the direction of retailer professionalisation. “In the future, the national affiliates of SPORT 2000 will supply the retailers who commit themselves to a strong, binding partnership and a consequent implementation of SPORT 2000 formats, concepts and partnership approaches, with more customised services. All national affiliates agree on this,” adds Gosau.

Establishment of a retail team and expansion of the Center of Excellence approach
The development of an international retail team, in cooperation with the national representatives of SPORT 2000 countries, is planned for 2024. According to Gosau, in the future, all retail activities, whether involving format or concept developments, will be determined by a defined procedure from the retail team, with the goal: “To act as a strong retail brand with defined formats and concepts, rather than rolling out different approaches in every country.” SPORT 2000 International also shares national category and brand core competencies within the sporting goods community through the Center of Excellence approach, to benefit from synergies and a transfer of knowledge. SPORT 2000 national organisations take over the international management for a specific core issue and are responsible for the respective Center of Excellence approach. In addition to the lead in the area of winter sports, which is held by the Austrian team, the Center of Excellence approach for “running” has now been added, under the leadership of Jörg Seifert at SPORT 2000 GmbH. Further Center of Excellence approaches in the outdoor, fitness and sport style segments are also planned.

“I am Home”, for an even stronger brand identity
The year 2022 was all about brand management for SPORT 2000 International. For the first time in history, the sporting goods company introduced a new brand identity in most of the SPORT 2000 countries, with “Home of Experts”. All further countries will follow. In this way, SPORT 2000 is pursuing the clear goal of further refining the international positioning and increasing brand recognition across different countries. “With the rollout of ‘Home of Experts’, we have introduced a positioning that is strongly recognised in the industry and has awakened desire. Retailers and partners are actively seeking out collaboration with us, to be part of the campaign and thereby one of the experts. Through our strong positioning, we are able to continue to drive forward our specialisation and internationalisation,” says Gosau. At the end of 2023, SPORT 2000 International is taking the campaign to the next level. “We are going a step further with ‘Welcome Home’ and introducing ‘I am Home’. The focus of the campaign continues to be the meaning of ‘home’, and its design is reminiscent of ‘Welcome Home’ to create recognition value,” says Mike Kerbage, Marketing Manager of SPORT 2000 International, adding: “‘I am Home’ conveys the feeling of being at home in the sports world. Because that is exactly what we are at SPORT 2000.”