Sports & Outdoor Dinner

Christophers Grill, 18 Wellington St, Covent Garden, London WC2E 7DD, United Kingdom (Directions)

Sports & Outdoor Dinner

Staying competitive, knowing your customers and fostering loyalty

The Sports sector has seen significant growth in audience reach and engagement using digital -from participants sharing their activities and acquisitions through social to brands creating their own mixed media events.

The strongest brands and retailers in Sports & Outdoors will be those who truly understand the motivations and behaviours of their audience -how often to communicate and how to differentiate online.

Our dinner allowed industry leaders to share their stories and vision for this fast moving market.

Topics we covered:

  • What approaches to digital marketing are being employed by brands and retailers, with an emphasis on developing social awareness and building a community.

  • Understanding and maintaining your customer’s loyalty towards your brand.

  • The Influencers vs Athletes brand ambassador debate.

  • Brand consistency and expertise across bricks and mortar retail and eCommerce stores.

  • Proving ROI across your social platforms.

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


Ian Whittingham

Ian Whittingham

Managing Director, Sigma Sports

Ian is the Managing Director of independent cycling retailer, Sigma Sports, having co-founded the business in 1992 along with friend Jason Turner (Retail Director). Sigma Sports has been on a journey into digital for several years. The company has gradually transformed itself from a single-store specialist cycling retailer and advisor into a multi-channel retail business with a broader customer base, larger range and passionate base of customers. Ian talked our audience through the journey into being a data-driven retailing business that leverages many different marketing channels to win and retain new customers whilst staying true to the core values of customer service and expertise that made the business successful in the first place.

Ian’s LinkedIn
Sigma Sports Website



Arrival & Welcome Drinks


Commerce Futures


Ian Whittingham - Managing Director, Sigma Sports


Starters (Topic one - Discussion at Individual Tables)


Topic one discussed as a collective


Mains (Topic two - Discussion at Individual Tables)


Topic two discussed as a collective


Desserts (Topic three - Discussion at Individual Tables)


Topic three discussed as a collective


Final Remarks - Networking


Event Close


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Q: Is there a fee for attending the Commerce Futures event?

A: Events are priced individually, they range from £0 - £50.00. We take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

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: Christopher's Grill, 18 Wellington Street, London, England, WC2E 7DD, United Kingdom

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

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. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.

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