ISSUE 1550 DECEMBER 14, 2015 The Weekly Digital Magazine for the Active Lifestyle Market ·...
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ISSUE 1550 DECEMBER 14, 2015 The Weekly Digital Magazine for the Active Lifestyle Market
Transcript of ISSUE 1550 DECEMBER 14, 2015 The Weekly Digital Magazine for the Active Lifestyle Market ·...
ISSUE 1550DECEMBER 14, 2015
The Weekly Digital Magazine for the Active Lifestyle Market
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Managing EditorAaron H. Bible
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ISSUE 1550DECEMBER 14, 2015
MARKET REPORT
4Velosurance Helps Triathletes Manage Risk on High-End Bikes
6BSX Athletics Redefines Activity Tracking through Real-Time Muscle Monitoring
8Tailwind Nutrition Introduces New Flavors To Fuel Endurance Training
8Nautilus Inc Introduces the TC100 and TC200 Models
10Endura Uses Individual 3D Laser Technology To Create Apparel for Movistar Team Cycling
12Bike Fixtation brings Wall Mounted Vending Machines to Shops and Cyclists
12Swift Watch Running Band Optimizes Viewing and Interaction
13Aqua Sphere's 2016 Triathlon Wet Suits
16Industry Calendar
FEATURE
14Could Running Be Bad For Us? Elinor Fish, Founder, Mindful Running, Talks With SGB One-On-One
I AM...SGB
17Tim Blumenthal, President, PeopleForBikes
4 SGBWeekly.com | DECEMBER 14, 2015
VELOSURANCE HELPS TRIATHLETES MANAGE RISK ON HIGH-END BICYCLES
MARKET REPORT
In 2014, USA Triathlon sanctioned a record 4,397 events across the United States, including races and clinics for adults and youth. A Harvard study called triathlon "the new golf," as it's become a way for businessmen to train and be active together, show off their top-of-the-line equipment, and perhaps hash out a deal or two.
A triathlete's most prized possession is the bike and recently triath-lon bikes have undergone significant advances in aerodynamics and increases in price. As a result, it's not unusual to see triathlon bikes break the $10,000 price barrier, with many exceeding $20,000.
While built mostly from carbon fiber and recently supplemented with electronic shifting, triathlon bikes are not only susceptible to damage, but are also easy targets for thieves, essentially high-priced luxury items that are relatively easy to steal and resell. For many triathletes, loss of a high-end bike to theft or accident can be hard to recover from financially and emotionally.
According to Velosurance, many owners of high-end bicycles are liv-ing with the misguided belief that their bicycle is insured by a policy they already own. The truth only becomes evident when they file a claim with their homeowner's or renter's insurance company, only to find that the loss is not covered by the policy. In fact homeowner's or renter's insurance
policies were the only options available for bicycle owners when insuring their bicycles.
Velosurance, a privately held company with headquarters in Fort Lau-derdale, FL, is changing that. The Velosurance policy was designed with triathletes in mind, providing coverage for the vast majority of risky situa-tions that athletes and their bikes might be involved in while riding.
Other than insuring the bike for theft and accidental damage, Velosur-ance policy coverage also extends to cycling apparel, spare parts, and ac-cessories, including racing wheelset or a bike computer. Additionally, it provides race fee and rental bike expense reimbursement for those situ-ations where the bike either doesn't arrive to the race or is damaged in transit. If an insured bicycle is ever sidelined due to a covered loss or breakdown, Velosurance will provide the same coverage to the temporary/substitute cycle chosen by the athlete. Athletes might also choose to se-lect optional liability, medical payment, and vehicle contract coverages to either supplement their other coverage or provide coverage for currently unmanaged risk.
From a choice of deductibles to optional coverages, Velosurance policies can be customized to match athletes' circumstances and risk tolerances.
Photo courtesy Velosurance
DECEMBER 14, 2015 | SGBWeekly.com 5
6 SGBWeekly.com | DECEMBER 14, 2015
BSX ATHLETICSINSIGHTFUL MUSCLE OXYGENATION AND ACTIVITY TRACKER
Austin’s BSX Athletics, a sports tech company redefining the activi-ty tracking space through real-time muscle monitoring, launched its second generation of BSXinsight. With extended capabilities includ-ing real-time monitoring of muscle oxygenation, daily activity tracking and third party connectivity, the next generation BSXinsight tracker not only collects personal workout data, but shows athletes how to use the feedback in real-time.
“Muscle Oxygenation [SmO2] is a new concept to the athletic world, but one that is gaining tre-mendous traction, and will soon be recognized as the most impor-tant real-time metric possible,” said Dr. Dustin Freckleton, CEO of BSX Athletics. “Oxygen is the central piece of energy production which makes muscle oxygenation critical for any athlete to keep track of during their training.”
With BSXinsight, athletes can make meaningful, on-demand adjustments during their work-outs with the security of know-ing they are training at optimal performance.
Freckleton explained the advan-tage of tracking muscle oxygen-ation versus traditional heart rate monitoring, saying, “Similar to heart-rate training, muscle oxygen-ation can help you understand your daily training. However, where heart-rate is influenced by condi-tional factors like stress, tempera-ture, sleep and hydration, SmO2 is constant, more dependable and ac-curate. Muscle oxygenation is also much more immediate.”
And for BSX, immediacy is key. Using optical technology and consumer safe LEDs, BSXinsight tracks the critical energy systems in the muscles and directly trans-lates the information to the athlete.
The athlete then knows how much effort they have left to give, and which trends and opportunities will improve their performance over time.
The system can be worn any-where, during any activity, how-ever the company recommends placement on the calf. For this purpose, BSXinsight comes with a custom compression sleeve to en-sure it’s secured to the calf during endurance tests. BSXinsight also connects with ANT+ foot pods, heart rate monitors and power meters, broadcasting real-time bio-signal data to ANT+ watches and bike computers. Connectivity to iOS and Android devices using Bluetooth Smart technology via the BSXinsight mobile app is avail-able as well.
Improvements from its original version result in better firmware, improved software and a beautifully
redesigned mobile application and web dashboard. These updates have made it so athletes are also benefiting from more accurate lac-tate threshold results and person-alized training zones.
The BSX mobile app got its own unique redesign, to refine the simplicity and accessibility of the program. Now the data is laid out so athletes can review and manage their results, “in an intuitive and meaningful way,” said the compa-ny, with new features like an inter-active tutorial, supported real-time muscle oxygenation readouts and social sharing functions.
Weighing 20 grams and op-timized for up to eight hours of continuous use, BSXinsight is available in three editions: the XR2 running edition, $300, BSXinsight XC2 cycling edition, $370, and BSXinsight XM2 multisport edi-tion, $420.
Photo courtesy BSX Athletics
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8 SGBWeekly.com | DECEMBER 14, 2015
For Tailwind Nutrition, ingredients are natural and flavoring is organic. No artificial, preserva-tives or four-syllable compounds. This Durango, CO, endurance athlete nutrition company will introduce two new caffeinated flavors in January 2016, Green Tea Buzz and Tropical Buzz, for its Endurance Fuel line.
Both contain 35mg of caffeine per 100 calories, just like Tailwind’s Caffeinated Rasp-berry Buzz. Why caffeine? Because this stimu-lant is proven to significantly enhance high-in-tensity and endurance performance, according to the Journal of the International Society of Sports Nutrition.
Like its other Endurance Fuel products, Tail-wind’s flavors are formulated to be used as a sole fuel source during exercise, without having to supplement with gels, electrolyte pills or food. Designed to provide rapid and sustained ener-gy, the true upside to Tailwind products is they don’t upset your stomach (no gut bombs) during hi-intensity training. Downing gels or shots all at once stresses the digestive system and creates a cycle of spikes followed by declining energy and electrolyte levels.
“Other sports drinks contain longer-chain sugars that take more time and effort from the digestive track to break down into usable energy,” said Jennifer Vierling, co-founder at
Tailwind Nutrition. “This slows the delivery of energy, and for some people can result in slowed or even stopped digestion.”
And for the vegan and lactose intolerant, Green Tea Buzz and Tropical Buzz are gluten free, vegan and contain no soy or dairy.
The Tailwind recipe replenishes electrolytes in the same proportion as you sweat out, and have a mild subtle flavor that you can drink all day. And although Tailwind is made for con-sumption during workouts, feedback from users showed its popularity pre- and post activity as well.
The advantages of drinking your fuel are ease of use and maintaining a steady intake. Sipping regularly provides a steady stream of energy, electrolytes and hydration, which helps to keep your energy and electrolyte levels consistent and is easy on the digestive tract, the brand says.
While still a somewhat small operation, the company has been growing rapidly, from 40 doors at the end of last year to nearly 250 today.
“There is a lot of science behind our formu-lation,” said Vierling. “In a nutshell it contains dextrose and sucrose (your calories), simple carbohydrates for easy digestion and quick up-take into your system, and electrolytes (we broke down the composition of sweat and put it back in the drink). That's it.”
TAILWIND NUTRITIONADDS TWO CAFFEINATED FLAVORS
TO ENDURANCE FUEL LINE
Nautilus Inc. has redesigned its Bowflex Tread-Climber cardio machine, introducing the TC100 and TC200 models.
“The Bowflex TreadClimber continues to be one of our most popular cardio machines among users of all ages because all you have to do is walk and you see results,” said Bill McMahon, Chief Operating Officer, Nautilus, Inc. “Today’s customers are savvy and want to track workouts and goals on their mobile devices. The new updates will make it easier for them to live a fit and healthy life by integrating with the technology and devices they’re already using.”
The Bowflex TreadClimber combines the mo-tions of a treadmill, stepper and elliptical “to burn up to 2.5-times the calories of a traditional treadmill, while remaining easy on the joints,” company officials said.
The top-of-the-line Bowflex TreadClimber TC200, $3,299, allows users to set, monitor and track personal fitness goals with the free Tread-Climber App and integrated Bluetooth connec-tivity. They can track and store data for up to four different users and automatically sync with MyFitnessPal, Apple Health Kit, Google Fit, Under Armour Record and Bowflex Connect.
Five different workout programs were de-signed to eliminate boredom and keep users motivated, including Just Walk, Calorie Goal, Time Goal, Distance Goal, and Interval. Users can also check their heart rate at a glance as it changes color to indicate which of the four zones - Warm-up, Fat Burn, Cardio, and Performance - they are in. Speed can be adjusted from 0.5 to 4.5 mph. The more-affordable TC100 model is priced at $2,199.
NAUTILUS INC.GIVES
BOWFLEX TREADCLIMBER A MAKEOVER
Photo courtesy Tailwind Nutrition
Bowflex TC200 Dashboard
DECEMBER 14, 2015 | SGBWeekly.com 9
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10 SGBWeekly.com | DECEMBER 14, 2015
ENDURA USES 3D LASERS FOR INDIVIDUAL MOVISTAR TEAM CYCLING KITS
Traditionally made in Livingston, Scotland, Movistar Team’s performance cycling Endura kits and skinsuits got a techy makeover - not in production location but in design approach. For the first time, Endura will use laser scanning with each Movistar rider to create the performance apparel pieces.
Jim McFarlane, managing director of Endura said, “Laser scanning gives us a virtual form of each rider we can work with and access throughout the season, because you have to remember that, once the season starts, it can be quite hard to get time with the riders.”
Famous for creating some of the most aerodynamic suits, Endura didn’t settle, creating their futuristic scanning protocol with time-trial ace Alex Dowsett. The process was refined several weeks before the Movistar team gathering in Pamplona, where each athlete would go under the laser (don’t worry, it’s not painful).
McFarlane said, “the idea was, we scan Alex, we take his 3D avatar or ‘scanatar,’ as we call it, and use that to 3D-print a mannequin of Alex that we can then build into a physical working model with adjustable limbs and so on, so that we can do much more extended periods of wind tunnel aero testing, knowing that is the form of Alex’s shape.”
The software maps the 2D patterns that we cut from the fabric and it virtually stitches it over a 3D avatar. “It shows us tension maps across the body, using specific fabrics with known stretch characteristics,” added Mc-Farlane. “It looks like a heat map, but it shows the amount of stretch across the body, and it means that we can essentially refine each of the rider’s garments to fit them more accurately.”
CLICK TO PLAY
Photo Courtesy Endura
McFarlane doesn’t just oversee the produc-tion of Endura for Movistar riders, but is of-ten seen out at the Grand Tours the day before major time trials, making sure not just that everything fits correctly, but they know how to put the kit on correctly with placement of the progressive texturing.
The big Movistar pre-season training camp held in Pamplona in late November 2015 is the only time that the entire group of riders meet together in one place to work and make plans for the following season. The Endura team trav-elled to the camp in northern Spain to carry out the regular fit session on the riders, taking the opportunity to make detailed scans of all 27 riders using a new mobile 3D laser scanner. Although it resembles the sort of temporary changing room put up on beaches in Victorian times, the cutting edge setup allows Endura to produce a 3D, 360-degree model of the rid-ers in standing, and more importantly, riding positions, which is accurate to +/- 2mm.
Scanning is the solution to two problems: The first is that you can’t necessarily get access to take riders physically to a wind tunnel, while the second is they fatigue when they are there, and aero testing is all about consistency and repeatability.
Getting an accurate 3D body shape of the riders also aids in aero purposes, as the team does a hefty amount of work with Simon Smart at Drag2Zero’s facility at the Mercedes AMG Petronas Formula 1 wind tunnel at Silverstone. McFarlane mentioned this aero development continues to be a major process Endura is involved in. And one that makes a “very noticeable performance difference to the team that’s measured in seconds.” With a total of 54km of individual time trials in the 2016 Tour de France, the tiniest detail makes all the difference.
The last rider to be scanned was Movistar Team’s Tour de France contender, Nairo Quintana. “This is the first time Nairo has been scanned. The first part of the process gave us his key measurements, just like with the other riders, so that was in a standing position. But then we put him on a bike,” said McFarlane. “It was his road bike, but we wanted to introduce Nairo to the idea of him being scanned on a bike, because at some point in the future, and hopefully substantially before the 2016 Tour, we will take him to Germany and scan him on his time trial bike.”
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12 SGBWeekly.com | DECEMBER 14, 2015
BIKE FIXTATION VENDING MACHINE IS A QUICK FIX FOR SHOPS
High security vending machines that vend bicycle parts? Cyclists can rub their eyes because it’s not a dream. The Minneapolis-based Bike Fixation envisioned this type of convenient machine five years ago, now bringing the High Security Wall Mounted Vending Machine to shops and cyclists everywhere.
Designed and manufactured by hand, this vending machine is designed for outdoor public use, and is available in two standard vending configura-tions: inner tube only or tubes plus parts and accessories. Both configura-tions are accompanied by a tested product plan-o-gram showing where within the machine each item should be placed. However, Bike Fixtations also makes custom plan-o-grams since the modular tray and coil delivery system allows a great deal of product vending customization.
A secure, modular product display window makes product samples viewable by consumers, plus the machine can be configured to accept credit cards, bills, coins and currency from around the world (if that con-figuration is desired). Using a credit card reader in the machine is the most secure option and provides remote sales and inventory monitoring. An internal vend sensor guarantees product delivery, or provides a refund. The owner of each machine keeps all profits.
Available in two power options, line powered or battery powered, the machine can be installed virtually anywhere; alongside a busy urban bike path, secure bike parking room, outside a shop or city building, or even at a rural trailhead.
Since the machine is suitable for indoor and outdoor use, security covers all angles. A two-lock system (puck lock and draw bar) lends all-weather, all-area security. The product display window is backed by a steel enclosure to make forced entry nearly impossible.
At the same time, the machine is easy to refill. Product vending trays are attached to the machine on hinges. Each tray can be custom configured to suit the specific coil width required to properly vend a chosen product.
The machine is available in 10 colors, comes with a two-year warranty, and is ADA and CE compliant. Lead time on orders is three to four weeks, so plan ahead.
Photo courtesy Bike Fixation
Biotech engineers James Gilmore and Andrew Green, founders of EdgeGear, have crafted a new run-ning watch called the Swift Watch Band. Compatible with many fit-ness and smart watches on the market today, Shift repositions the placement of the watch to optimize viewing and interaction - meaning no need to break stride to check splits.
With a background in biotech and a passion for running, Green said, “As runners, we are constantly reaching for the split-second edge. As engineers, we’ll take any excuse to tinker with the status quo.”
The design tilts the watch at an optimum-viewing angle within the natural field of view between the thumb and pointer finger. Shift of-fers a snug fit and syncs with most fitness and smart watch models in-cluding the Apple watch, Garmin, Pebble, Suunto and more.
After two years of developing and testing prototypes, Gilm-ore and Green launched the Shift Watch Band via the Kickstarter crowd-funding website. The two met while living in Oslo, Norway, and would come to invent Shift af-ter building a habit going on runs
together. The same problem kept popping up: their watches slowed them down.
“Every time we looked down to check our pulse, our pace, our prog-ress, the placement of our watches slowed us down,” said Gilmore. “We were losing time whenever we at-tempted to gain it. That’s when we realized our watch bands were stuck in a previous century.”
EdgeGear partnered with SMACK! Media during their Kick-starter campaign to help reach their goal of $45,000 to be used toward manufacturing Shift, with the projection to go to market March of 2016. As of December 1, 2015, EdgeGear surpassed their goal as 1,075 backers pledged $53,001 to help bring the project to life.
This natural movement watch-band was available for pre-order, $30, through November 2015. Although the rest of us will have to wait until 2016 to jump on the bandwagon, EdgeGear’s video ex-plaining the Shift band is worth a watch on their Kickstarter page.
“Like the rest of your perfor-mance gear,” the video states, “your watch has evolved to help you achieve more.”
SWIFT WATCH BAND IS A NEW PERSPECTIVE
ON RUN WATCHES
Photo courtesy EdgeGear
DECEMBER 14, 2015 | SGBWeekly.com 13
AQUA SPHERE 2016 TRI WET SUIT RANGE
Using the latest advanced fabrics and innovative design approaches, Aqua Sphere’s 2016 range of Triathlon Wet Suits offer a technologically advanced suit for every level of athlete, plus a design specifically for young teenagers.
Unveiled at the Ironman World Champion-ships in Kona, the 2016 Phantom uses super-stretch neoprene and panel configurations con-structed in multiple thicknesses for flotation with minimal restriction of movement - the result of in-depth research into stroke mechanics, human kinetics, and built foremost for speed.
Back and waist compression panels and an internal waistband stabilize the body’s core muscles to improve posture and provide a more streamlined body position. This results in more powerful hip rotation to maximize speed. A bio stretch zone of 1mm super thin wraparound panels enables the Phantom to shadow the natu-ral movements of the shoulders, upper body and core rotation. Finally, an improved extended-length reverse zipper and quick release ankle
transition panels deliver Aqua Sphere’s fastest suit removal capability.
Aqua Sphere said the theme for their 2016 tri suits was “warmth, flexibility and buoyancy.” As these are not the first suits created by the com-pany, which has been in operation since 1998, 2016 designs boost the performance of older models, with modifications from testing with leading global athletes. Ironman World Cham-pions Faris al Sultan and Tim O’Donnell had a say in high-impact new graphics emblazoned across the torso. These graphics give the suits a distinctive muscular look. Aqua Sphere also in-novates goggles to accompany their suits.
The Racer and Challenger suits have proper-ties for the competitive athlete, while beginners will be reassured by the warmth and buoyancy available from the Pursuit.
Aqua Sphere is swim kit partner to the Always Aim High events, which host the Snowdonia Slateman Triathlon as well as other iconic tri-athlons across the UK.
Unveiled at the Ironman World Championships in Kona, Aqua Sphere's 2016 Phantom and goggles worn by global athlete Tim O'Donnell.
14 SGBWeekly.com | DECEMBER 14, 2015
Could Running Be Bad For Us?Run Wild Retreats introduces a system of Mindful Running to a society in
desperate need of a solution for stress and sustained performance.
By Jahla Seppanen
It seems we can’t open a magazine without be-ing bombarded with reasons to lace up, mantras to push hard and products to make it all easier. Elinor Fish, a longtime runner, outdoor media writer, running brand rep and now personal trainer, laughed, saying, “Ah yes, this is at the heart of what keeps a lot of runners stuck in a cycle of chronic injury, burnout or illness.”
Could all the magazines and fitness experts be wrong? Could running be bad for our health? The answer is two sided. Fish explained to SGB in an exclusive one-on-one that running takes a negative turn when you add one little ingredient: Stress.
Sick, Tired and Burned OutWhat is the unhealthiest habit a runner can have? Fish said, “ignoring stress.” To be clear, when Fish talks about stress she is referring to a variety of ev-eryday influencers, including physical, nutritional, environmental, emotional and cognitive - which naturally send the body signals of being over-whelmed.
“We’ve become conditioned to ignore these sig-nals and push ourselves to work harder, achieve more and move faster, despite what is happening internally,” Fish said. “As a result, we have never been more sick, tired, burned out and less healthy.”
Problems most runners encounter have to do with the marrying of (negative) everyday stress and (productive) running stress. “Most people are desensitized to the effects chronic stress has on their minds and bodies. It slowly eats away at the ability to recover from physical workouts, leading instead to unhealthy habits like poor sleep and overeating sugar, unhealthy foods and caffeine.”
Understanding WhyAfter several years as Managing Editor at Trail Runner Magazine, followed by a stint of public relations for run brands, Fish cut loose and be-gan her coaching and retreat business, Run Wild Retreats, which focuses on spreading healthy, sus-tained running habits.
Although Fish coaches men and women, her retreats are geared toward the latter. “For a long time, all the science and literature around the health impacts of stress were based on stud-ies conducted solely on men,” said Fish. “Only recently we understand that women’s stress re-sponses are quite different.”
Throughout the entire active lifestyle industry, the women’s performance sector has gone through a revolution, with noticeable strides made over the past few years. Hydration companies like Osmo
create drinks designed specifically to aid female physiology and nutrition recovery, activewear brands like Lexi Miller Cycling, Pearl Izumi and Headsweats, to name a few, either expanded design fits or began creating lines entirely for the female user, and womens’ program like Chicks with Picks offer unique adventures to boost female power in the outdoors. Fish and her Run Wild Retreats are a continuation of this movement.
Fish said, in terms of intellectual, emotional and biochemical hormonal responses, women have become prone to chronic stress-related ill-nesses at a rate much higher than men. That is not to say men have an aversion to stress, only that in combination with a stress reliever like running, the result of combined everyday and active stress is more likely to negatively affect a woman’s body and mind. This is because men and women use running differently.
Let’s look back to the magazine rack. For wom-en, running is weight loss, glowing skin, being better, skinnier, prettier than the girl next to you. This mindset has turned running into a competi-tive chore, soaked in a heavy layer of guilt.
Fish started a conversation with the women she wanted to help, asking what they wanted from running. The resounding reply: Connection.
DECEMBER 14, 2015 | SGBWeekly.com 15
“For women, running is largely about connec-tion. When they feel supported, understood and encouraged, they are more confident and motivat-ed to challenge themselves to higher goals,” said Fish. This was the beginning of Fish’s “Healthy Running Revolution,” where she works to foster ongoing support to women runners across North America via her website, blog and retreats.
The “Magic Pill”Run Wild launched as a full-time business in 2014, after being in part-time operation for four years. Now, two years later, Run Wild offers pro-grams around the world, including Costa Brava, Spain and Iceland. Past attendees have flocked to the ElinorFish.com website with testimoni-als of their transformation and thanking Fish for changing their lives for the better. Yes, these women thank Fish herself, as she remains fully involved with each immersive program.
The Retreats, including the upcoming Costa Brava Running + Wellness Retreat scheduled for April 23 – 29, 2016, are based around a system Fish calls MRTS.
MRTS stands for Mindful Running Training System, and was created by Fish to be the answer to both relieving negative stress and becom-ing the best runner you can be (whether you’re Kara Goucher or jogging the block for the first time). MRTS helps runners optimize training, address time management, build confidence and motivation while increasing the longevity of an overall running career/hobby. Another fitness stereotype is the concept of the “magic pill.” Well, mindful running might actually be it. MRTS means being aware of your body from the mo-ment you hit the track, road, treadmill or trail. Fish calls it a “mental check-in with your body, heart and mind.”
“Everything you notice is part of a natural bio-feedback system designed to inform you of when you’re thriving versus when you’re becoming depleted,” Fish said.
Treacherous TechListening to your body sounds simple enough. However, Fish believes some products and trends prominent in the running industry are encour-aging us to do just the opposite. Particularly fit-ness wearables and trackers. “The answer’s not in data. It’s in the body,” Fish said.
Wearable tech has made a transition from the fringes of the performance scene to become a common accessory worn as religiously as under-wear. As the day goes on, the watch says stand,
we stand, walk, we walk, with the big-picture in-tention being to reach a daily projected goal that will serve as one pinpoint of data in a get healthy plan. Furthermore, the numbers have shown people want this type of instruction and data col-lection. In fact, many tech and business publica-tions, including Forbes, declared 2014 the “Year of the Wearable.” The same was said for 2015, as sources like The Guardian classified this year, “the year of Wearable Tech.” And although sale units appear to be dropping, this is not a result of less people buying into wearables, but more options with a larger range of use being made available.
This is where Fish sees the industry moving away from truly healthy practices. “I think there is an over-reliance on technology to help runners understand their bodies better,” she said. “All this data has a way of overwhelming people and caus-ing confusion about what they should be doing.”
She believes technology is great for a lot of things, but can ultimately be a distraction from tuning into the body and its natural warning signs. “We tune out what we don’t like, push harder, then get injured. It ends up feeling much harder than it should.”
The Up SideStress will always be there. Pressure to push through pain and fatigue will be there too. But trainers like Fish and brands that want to see run-
ners go faster while being healthy both inside and out are building presence and, more importantly, community. The industry has seen more specific-ity in design and functionality than ever before.
Fish added, “Runners’ needs are diverse and specific, so it’s great to see apparel that works for all sizes, body shapes and running styles.” For instance, Fish opts for Hoka One One running shoes - one trail model and one road. She found through trial and error that these shoes help her body adopt a natural running gait by employing more platform for a mid-foot landing and shorter stride length. Finding the right shoes ended her reoccurring iliotibial band syndrome. And that’s what it’s all about: Using the growing resources of the run-specific market to find your fit.
Fish noted that as a sport, running has grown exponentially due to its culture of inclusiveness. Companies, athletes, trainers and one-milers are actively stepping away from overworking and cultivating sustained wellbeing. After all, wheth-er you’re in it for the money or the joy, an injured runner is a lose-lose.
So how do we play a part in making ourselves and other runners the healthiest they can be? One, give mindful running a try; two, support yourself and others; and three, listen to advocates Elinor Fish – especially if it involves running with like minded women in exotic locations.
“Running shouldn't hurt, make you tired or
overwhelmed.”
– Elinor Fish, Founder, Mindful Running
1. Set a Daily Intention: What do you want to feel or experience today? Different from a goal, an intention is focusing on what you want to attract and create.
2. Be Mindful: Bring your full attention to the present moment, noticing the full experi-ence. You may be mindful for only 30 seconds at a time, but that’s a great place to begin.
3. Practice Self-Compassion: We waste a lot of energy making ourselves feel bad. Self-compassion means loving yourself as you are, rather than how you measure up to someone else’s standards. The amount of self-compassion you feel has a significant impact on your health and wellbeing. People who are kind and compassionate to themselves experience more motivation and satisfaction.
ADVICE FROM A RUNNING GURU:3 PRACTICES TO
BEGIN TODAY
16 SGBWeekly.com | DECEMBER 14, 2015
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Athletic Dealers of America1395 Highland AvenueMelbourne, FL 32935t 321.254.0091athleticdealersofamerica.com
National Shooting Sports FoundationFlintlock Ridge Office Center11 Mile Hill RoadNewtown, CT 06470t 203.426.1320 nssf.org
National Sporting Goods Association1601 Feehanville Drive I Suite 300Mount Prospect, IL 60056t 847.296.6742nsga.org
Nation’s Best Sports4216 Hahn Blvd.Ft. Worth, TX 76117t 817.788.0034nbs.com
Outdoor Industry Association4909 Pearl East Circle I Suite 300Boulder, CO 80301t 303.444.3353outdoorindustry.org
Sports & Fitness Industry Association8505 Fenton Street I Suite 211Silver Spring, MD 20910t 301.495.6321sfia.org
Snow Sports Industries America8377-B Greensboro DriveMcLean, VA 22102t 703.556.9020snowsports.org
Snowsports Merchandising Corp.235 Cadwell DriveSpringfield, MA 01104t 413.739.7331Snowsportsmerchandising.com
Sports, Inc.333 2nd Avenue NorthLewistown, MT 59457t 406.538.3496sportsinc.com
Sports Specialists Ltd.590 Fishers Station Drive I Suite 110Victor, NY 14564t 585.742.1010sportsspecialistsltd.com
Tennis Industry Association1 Corpus Christi Place I Suite 117Hilton Head Island, SC 29928t 843.686.3036tennisindustry.org
Worldwide 8211 South 194thKent, WA 98032t 253.872.8746wdi-wdi.com
DECEMBER1-4 The Running Event Austin, TX1-3 MRA December Lansing Market Lansing, MI2-4 FFANY New York, NY8-9 MRA December Cincinnati Market Cincinnati, OH
JANUARY 20164-6 ASI Orlando Orlando, FL5-7 Archery Trade Association Show Louisville, KY6 Outdoor Retailer Winter Market
Demo Day, Salt Lake City, UT6-9 CES Show Las Vegas, NV7-10 Outdoor Retailer Winter Market
Salt Lake City, UT 11-13 MRA January Novi Market Novi, MI12-15 NBS Winter Show Ft. Worth, TX14-16 Surf Expo Orlando, FL17-20 NRF Retail Big Show New York, NY19-22 SHOT Show Las Vegas, NV22-24 Imprinted Sportswear Long Beach, CA24-26 Sports Licensing & Tailgate Show
Las Vegas, NV27-29 PGA Merchandise Show
Orlando, FL28-31 The SIA Snow Show
Denver, CO
FEBRUARY 1-2 SIA On-Snow Demo Denver, CO1-2 SIA Nordic Demo Denver, CO2-4 FFANY New York, NY2-4 Worldwide Spring Show Reno, NV8-10 EORA SE February Show Greenville, SC16-17 MWSRA New Model Demo Afton Alps-Hastings, MN 17-20 Sports Inc. Outdoor Show Phoenix, AZ18-22 NBS Semi-Annual Market Fort Worth, TX
MARCH8-9 SFIA National Health Through Fitness Day Washington, D.C.17-19 Imprinted Sportswear Show (ISS) Atlantic City, NJ
APRIL1-2 SFIA Litigation & Risk Management Summit New Orleans, LA19-21 Imprinted Sportswear Show (ISS) Nashville, TN
MAY22-25 NSGA Management Conference and Team Hilton Head Island, SC
DECEMBER 14, 2015 | SGBWeekly.com 17
I AM...SGB
TIM BLUMENTHAL, PRESIDENTPEOPLEFORBIKES
Tim Blumenthal has been president of PeopleForBikes, one of the largest bike advocacy groups in the world, since September 2004. Previously, he served 11 years as the executive director of the International Mountain Bicycling Association (IMBA), the world’s largest mountain bike advocacy group. He began his cycling work as an editor for VeloNews from 1980-84, and later became managing editor of Mountain Bike Magazine and rac-ing editor of Bicycling Magazine. In early December, his organization cel-ebrated Congress's passage of the Fixing America's Surface Transportation (FAST) Act, which reserves more than $4 billion for bicycle and pedestrian projects across the U.S.
When did you become a bike enthusiast? Were you an elite rider? I was once an elite bicycle paperboy. Delivered 70 papers every afternoon. I was 10. I've been riding steadily ever since.
What did you want to be as a kid? Journalist or sports TV guy. I actually worked for NBC and ABC at seven Olympics (on cycling). Also served as a commentator for 30 shows on ESPN and an equal number on what used to be the Outdoor Life Network.
How did you find your way to journalism? I wrote a few sports stories in high school for the local Gannett newspaper. Turned that into a stint as sports editor of a small weekly paper in southern Vermont. The editor of one and only national bike racing publication read my stuff and offered me a job as assistant editor of VeloNews. It paid better - $4.75 an hour - and it was a magical time for bike riding in America, with “Breaking Away,” Greg LeMond turning pro, the first American to race in the Tour de France, and unprecedented U.S. success in cycling at the Olympics in 1984. The timing of that move was ideal.
Why did you switch to advocacy? I was the editor of Mountain Bike Magazine for Rodale Press. Rodale also published Backpacker. Back then,
mountain biking was a new thing and tension on the trails with hikers was a big thing. So I got involved with a brand new group that was working on this, the International Mountain Bicycling Association. Five years later, IMBA offered me a job as their first full-time CEO. I said yes and moved the organization to Colorado, where it thrived - and in fact, still does.
What are some key priorities for PeopleForBikes? Our top priority is to make bike riding better for everyone. We want every American to be able to step outside from where they live and work and find a variety of safe and appealing bike riding options. The key factor here is PlacesForBikes: seam-less, interconnected bike infrastructure that provides great experiences for riders of all ages and all abilities. We also want to make bicycling main-stream in America. We want bicycling to be something that any American can enjoy – on or off-pavement, without necessarily self-identifying as a bike rider. Bike riding is often the fastest way to get from point A to point B. Bike riding is an adventure. Bike riding is fun. Most important: when people ride bikes, great things happen. Finally, we want to connect and unite more of the millions of Americans who like bicycling. PeopleFor-Bikes has already assembled a grassroots group of 1.2 million Americans to stand for bicycling and behind our key goals. We're looking to grow.
Beyond joining PeopleForBikes, how can the industry support your cause? By using their credibility and political power as businesses to influence their mayors, county executives, state governments and members of Congress on key bicycling issues. Companies in the bike business employ lots of people - nearly three-quarters of a million nationwide. They pay taxes. Many are pillars of their local business communities.
What’s the coolest thing about biking? People can bike just about any-where. Every bike ride is different. Bike riding is fun. It's an adventure. It is a low-impact form of exercise: you can do it day after day. You can do it for a lifetime. It is simple. And free (once you have the equipment).
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