Running in the UK is in the midst of a popularity boom that has turned it into the most popular form of exercise in the country. In a 2014 Sports Marketing Survey, it was announced that 1 in 5 adults, and 25% of under 18’s were categorized as ‘active runners’ and last year England Athletics reported that participation in running and athletics is continuing to grow.
Whilst the track and treadmill continues to see vast numbers of participation weekly, so too has the popularity of trail and competitive outdoor running. With events like Tough Mudder and Tribal Clash growing exponentially over the last 5 years, there is a clear trend in the popularity of outdoor and endurance challenges that have manifested from a desire to be on the move outdoors.
With that comes a vast market for performance running equipment that is suited to terrains that had previously been less popular for the running market. Where there was only a high demand for runners suited to flat grounds, we now see a market opening up that requires a shoe that can cater to rough, weathered terrain that can also handle all the elements.
Founded in 2003, Inov-8 is one of the world’s leading all terrain footwear, apparel and equipment brands. Operating in over 60 countries, they pride themselves in designing high quality, innovative products in both the running and performance training sectors.
Their origins and footprints remain firmly etched into the muddy British fells but over the years they have optimized products to meet the needs of the many terrains they have travelled.
Having been in business over a decade, Inov-8 were well ahead of the curb when it came to advice, product performance and industry innovation. It was essential to Inov-8 that sales associates in their retail partners could demonstrate this about their brand, especially when their are so many newcomers in the market who have little or no experience in trail running.
“We saw an opportunity with Myagi to really drive our education programme forward. We needed a way to support our specialist dealers and impact on how our products are sold to customers. Myagi acts as the first step in our package of retail support and learning” - Bruce Duncan, UK Marketing Manager
Partnering with Myagi in 2016 Inov-8 have been developing a training strategy that gives sales associates exactly that information. Key brand messaging, product features /benefits and the arsenal they need to deliver great experiences and advice to consumers in store- be that a brand new trail runner or an experienced competitor.
Check out the example video below, and then click here to create a FREE Myagi account and connect to the Inov-8 Channel to see more training content.
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