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UK Market Insight: Keeping A Keen Eye On The Weather Forecast

A tale of two boardsports.

More than two, of course, but when comparing winter to water, you will get my drift. The winter season appears to be starting with a bang, while the water season has ended with a damp squib. By Gordon Way

One retailer (who wished to remain nameless) reported that sales of SUP were “almost non-existent.” With several hundred SUPs in stock, this is a serious issue. “We sold fewer than 20 boards in August – a month that should be our biggest for SUP sales. It’s bloody dismal.”

That is a pretty atypical description of the watersports market for 2023 – dismal.

We can blame the weather, the wind, the surf, the boom, the bust, Covid, the economy, interest rates, the war in Ukraine, and now the war in the Middle East. There are loads of reasons, but the blame game (or the excuse game) is not going to help anyone. Summer is dead – long live the winter! Long live Summer 2024. What will that bring? Surely it cannot be worse? It has to be an improvement, right?

Talking to some in the travel industry, there are early indications that 2024 may be another Staycation year. Is that just wishful thinking? But just imagine if 2024 booms, what will that bring? Imagine (or dream of) the echoing sound of empty watersports shelves.

Retailers, distributors, brands, and factories are all keeping a keen eye on stock levels – a very keen eye. If we are blessed with a good year, good weather, good waves, and a predicted staycation, will we run low on stock? [SUP excluded – I think we have enough!] The pendulum swings. But, I don’t think anyone in the boardsports food chain will be stocking up anytime soon. Then again we all have a habit of wearing rose-tinted glasses. Indeed, if we were not wearing rose-tinted glasses, we would probably not be in this business.

Paul from Zuma Jay was, as always, pragmatic about the situation. “If you’re doing okay, then you’re doing okay.” I think we must remember that from time to time, okay is okay. “Very few people are going to make a fortune out of our game. Give us good waves and sunshine, and we’ll have a good go. If we don’t get those basics, then we’ll have to work harder.”

So how was the summer? “I’m going to say it was good, it’s always good. But not as good as it could have been.” This is the positive Paul I’ve known for more than two decades. “We had a great autumn – that was the saving grace. We faced the cost of living, we had a miserable summer, we had no real surf, SUP was on its arse. But we got through it, and if we compare things to 2019, we’re doing okay.”

How are stock levels? “We’ve got a lot, suppliers have got a lot – and some of them are selling at silly, silly prices which does not help. I need to remember that when doing my buying. I do understand that they are overstocked as well, but it really does not help. Actually, right now, we are buying stuff – so that’s at least a bit positive.”

“Sales are harder, and consumer buying decisions are much more considered, but those who love their sports are still investing in good products. On the other hand, lower-priced items are suffering. Predictability has gone a bit, and people are making travel decisions at the last minute depending on the weather – it’s simple now – good weather brings them down to our neck of the woods. Crap weather and they stay at home”.

And looking to 2024? “Go for it. Be positive. After the weather this year, anything is going to be better, although there is always something to kick you in the nuts – so turn the news off.”

For winter retailers the empty-shelf echo was sounding well and truly at the end of last winter. Right now (early November), there is the thud of stock landing on those shelves, accompanied by a chorus of ‘ping ping’ as the tills are metaphorically ringing loud and clear already. Early-season sales are really, genuinely happening. At Ultra Sport we have already had retailers bring forward drops 2 and even 3. This is a good sign.

I checked in with the biggest snowboard retailer in the UK and spoke to Jeremy Sladen from TSA. “The buzz is back.” Now this is a good start. “It really is. The level of enthusiasm for snowboarding has not been like this since the mid-2000s, and sales are great. We were up in September. Massively up in October, and now at the start of November, the signs are good. If this carries through, it is going to be a great season.”

Is there one area, one category that is stronger than others? “No – it’s across the board, boots, boards, bindings.” And what about sectors? “Same – it’s across the board – kids, big kids, women – it’s all going. I seriously think that the buzz is back.” Do you not feel that this could be a COVID reaction? “No – I am sure it’s not. Of course, time will tell – we’ll really know over the next few weeks. It is one thing being up in the current months but we need to maintain that growth in the serious turnover months, which we are just getting to. I’m really feeling positive about the season ahead.”

Finally, skate – it falls between watersports and snow. “All good. Cannot complain.” Nick from Route One. He’s been with the nine-store retailer for 22 years and joined them as a young skater, so he knows his stuff. “Making a comparison with 2018/19, pre-COVID years, we are up, and so really cannot gripe too much. All sales are much more considered and you have to work harder to win the sale. Disposable income is obviously under pressure. Coupled with significant price rises from brands, it’s not the easiest time for sure.”

How about the run-up to Christmas and beyond? “We’re in the Golden Quarter and we have to take advantage of it. Black Friday does not help, but it’s here to stay and is part of the landscape. Right now [early November] some customers anticipate Black Friday and hold back purchases. It’s a pain but we remain focussed.”

And looking further ahead? “It’s challenging” [Nick actually used that word four times during our call] “and will remain so through next year, but as long as we focus on our strengths, as long as we offer good service.” And what threats to the business? “There’s not much we can do about inflation and the money in people’s pockets. There’s not much we can do about the price rises, although discussions with suppliers are ongoing. There’s nothing we can do about the daily miserable news. We just have to remain active and positive.”