Page 61 - Ken O Brien
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Scale of the Opportunity
There are a large number of competitors in the weight lifting belt market but most competitors o er more or less the same
thing – low quality, functional belts that are hard to di erentiate from one another. If a company that has unique expertise
producing high quality, aesthetically pleasing, personalised leather products with this unique skillset would be in a prime
position to seize the opprtunity to create a premium range of weight lifting belts and o er a personalisation service that very
few other companies provide.
Most belts are sold by large sports retailers like Decathlon and Elvery’s although there are also a lot of very large
on-line sporting goods providers who also sell weight lifting belts – for example SportsDirect, Strengthshop.eu etc.
Interestingly, in my research, I noticed that Lifestyle Sports do not currently sell weight lifting belts so there may be an oppor-
tunity for a company to enter into an exclusive distribution agreement with that chain.
At point of sale company could advertise the fact that the product such as this comes with free personalisation.
The customer could then forego personalisation and just take the product home or leave their name with the store
and return at a later date to pick up their personalised product.
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