Sports & Outdoor

Glaziers Hall, 9 Montague Close, London, England, SE1 9DD, United Kingdom (Directions)

Sports & Outdoor

Deploying digital to harness a passion for exercise

Revenue growth for many brands across the sports landscape is increasingly being driven by their engagement on a variety of digital platforms. Increasing reach, building communities, monetising memberships and passionate advocates, through a cross-channel relationship is now just seen as “ticking the box” for many.

At our Sports & Outdoor event we heard from brands and retailers, who discussed their digital strategies for long term growth. They revealed the key trends around uniting members, customers and fans through a passion for exercise.


Topics we covered...

We asked some key questions about the relationships between brands and passionate sportspeople:

  • Is there a line beyond which you shouldn’t ask for more revenue?
  • When should you “give back” to your members, customers, fans?
  • As sports experiences become more “bespoke”, how do smaller sports businesses retain their “tailored” feel whilst scaling their operations?
  • How do digital experiences truly enhance your relationships in Sport - and how can you use them for more long-term growth?


Those in attendance included:

  • Founders, CEO's & Owners
  • Heads of eCommerce, Mobile, Digital, User Experience & Brand
  • Chief Marketing Officers
  • Chief Digital Officers
  • Directors of Brand Loyalty, User Experience, eCommerce


Emma Reid

Emma Reid

Managing Director, Tribe Sports

Emma is the Managing Director of Tribe Sports.  Launched in 2011, Tribe Sports was born from our vision to develop the best high performance running kit; elegant apparel with the most innovative performance qualities whether you’re a 26 minute or 26 mile runner. Before being MD, Emma was the Finance and Commercial Director of Tribe Sports.

Previous to Tribe Sports, Emma qualified from Ernst & Young as an accountant. She then worked at Burberry for 7 years in Finance focusing on beauty, retail, wholesale and online commerce, incorporating a blend of hands on Financial Controller and FP&A responsibilities and commercial analysis.

Emma graduated with honours from Durham University with a Masters in Engineering.

Emma's LinkedIn
Tribe Sports Website

Rob Akam

Rob Akam

Managing Director, Reid Bikes

Rob is the Managing Director of Reid Bikes. Rob started with Reid in Australia just over 6 years ago after leaving a career in estate agency working for the UK’s largest property group, Countrywide. In 2014, after working his way up to General Manager for Reid in Australia, Rob moved back to the UK for a new challenge; setting up an international sales office, with the aim of distributing their bikes to other countries. Reid are now in over 15 countries and also design and supply bikes to other brands within the industry.

Rob's LinkedIn
Reid Bikes Website

Calvin Cox

Calvin Cox

Head of Marketing, Sigma Sports

Calvin is Head of Marketing at independent cycle retailer Sigma Sports. Calvin has been involved in the development of Sigma Sports marketing strategy over the past 6 years, supporting the business as it has grown from a single store retailer to a multi-channel, multisite operation, reaching customers around the world. 

Calvin has over 15 years marketing experience, having previously lead UK marketing programs for Kelly Services, the multi-national recruitment services organisation and also working in the tech industry at the world's largest job search engine,

Calvin's LinkedIn
Sigma Sports Website

David Hanney

David Hanney

CEO, Alpkit

David has worked in the outdoor and bike industry for years. He was the Finance Director at GO Outdoors and part of the team that took GO Outdoors from one store in Sheffield to being the UK's biggest outdoor retailer. He invested in Alpkit 4 years ago joining as CEO and has seen the business grow ten-fold in that time. Alpkit won TGO magazine Online Retailer Of The Year in 3 of the 4 last years which is an award voted for by readers of the magazines and was also highly commended Brand of the Year being recognised ahead of much larger brands like Berghaus, Mountain Equipment and Patagonia.

David's LinkedIn
Alpkit's Website

Ian McCaig

Ian McCaig

Co Founder, Fiit

Ian is Co-Founder and CMO of Fiit, a venture backed FitTech start-up on a mission to make fitness addictive and effortless for the majority of people disillusioned with the gym and other products in the market today. He co-founded Qubit, a leading European SaaS business, in 2010 and was one of the first through the doors of the UK Google office where he spent five years leading strategic innovation across sales operations, product and marketing for Europe. A successful entrepreneur, Ian is now an angel investor and advisor for a number of start-ups.

Ian McCaig's LinkedIn
Fiit's Website

Neville Tam

Neville Tam

Country Marketing Manager, Amer Sports

Neville heads up the UK, Ireland and Netherlands marketing teams at Amer Sports across outdoor & ball sports brands including Salomon, Suunto, Wilson, Arc’teryx, Atomic and Mavic. Amer Sports globally delivers sales in excess of €2.6Bn & employs 8.6K people across 34 countries. He has championed driving the omni-channel strategy in EMEA, focusing on creating a seamless experience across on & offline media channels to drive consumers along the purchase journey.

With 13 years marketing experience in consumer goods and digital marketing on brands as diverse as L’Oreal, Ambrosia, Johnson’s Baby and Which? Magazine, it was his passion for skiing, running and hiking that brought him into the sports industry.

Neville's LinkedIn
Amer Sports Website

Harry Mann

Harry Mann

Head of Customer Experience, Brompton Bicycle

Harry is the Head of Customer Experience (CX) at Brompton Bicycle. Founded in 1976 and hand made in London, Brompton is currently the UK’s largest bicycle manufacturer and exports 80% of their bikes to over 45 countries. Brompton creates an urban transport solution in the form of a folding bicycle, which is available in over 16 million combinations, and can be customised to meet the style and needs of the rider.

Before joining Brompton, Harry managed the UK and US ecommerce business at Jack Wills and also the trading and marketing for the site. He is a committed cycle commuter and dabbles in triathlons.

Harry's LinkedIn
Brompton Bicycle's website




Registration & Networking Breakfast


Commerce Futures


Emma Reid, Managing Director at Tribe Sports


Rob Akam, Managing Director at Reid Bikes


Tea, Coffee & Networking


Panel Q&A Session

Moderated by Harry Mann, Head of Customer Experience at Brompton Bicycles, with appearances from;

  • Calvin Cox, Head of Marketing - Sigma Sports
  • David Hanney, CEO - Alpkit

  • Ian McCaig, Co Founder - Fiit

  • Neville Tam, Country Marketing Manager - Amer Sports


Final comments before Tea, Coffee & Networking


Event Close


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A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors and leaders of omnichannel, multichannel, digital marketing, brand, social, strategy, customer experience (CX) and content.

Q: What is the address of the venue?

A: Glaziers Hall, 9 Montague Close, London, England, SE1 9DD

Q: Is there a dress code for this event?

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Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

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