This post is about signals. Two signals actually. One is the change of this blog from a personal obsession about running a marathon. The other is about how the endurance sports and lifestyle / fashion worlds are colliding.
First: changes to this blog
When I started this blog (initially posting anonymously as the Red Squirrel) it was because I wanted to record my attempts to change myself. From an overweight, unhappy smoker into a runner. I thought that being a runner would fix many of my ailments. I would get fitter. Be happier. Have more self respect. Look better.
Little did I know.
In fact my interest (some might call it obsession) with running has completely changed the direction of my life. Apart from giving me a love of participating in endurance sports, I have also co-founded two businesses linked to running – Freestak and Like the Wind magazine. Now, through running, I have work that I love, a circle of friends that I am so grateful for and a personal interest in sport as something to do and as a business.
The change from fat smoker to runner and then cyclist, climber, mountaineer and triathlete was charted on this blog. The development of my interest in the history and culture of endurance sports, outdoors pursuits and adventure has crept in. And now, I am going to start writing about the business side of my passion.
How the business of endurance and outdoors sports is changing
The first thing I am going to write about might possibly represent a really interesting change in the industry. It has been reported that LVMH (that is Moët Hennessy Louis Vuitton) is in talks to buy British cycling brand Rapha.
Now the fact that there are rumours about a LVMH x Rapha deal are just that – rumours. But LVMH has previous in this area. There is no secret that the mega-corp of luxury is interested in getting into the sports sector. Indeed as reported by Road.cc;
Earlier this year, LVMH together with the family holding company of CEO Bernard Arnault, took a stake in American private equity house Catterton, which specialised in investing in mid-market companies.
The new business, L Catterton, has investments in businesses including activewear brand Sweaty Betty and pet food manufacturer Lily’s Kitchen, while its holdings in the sports sector include compression clothing maker 2XU, the Peloton at-home fitness bike, sports drinks and supplements manufacturer X2 Performance, and the 360fly action camera brand.
And this is what is so interesting for me. Endurance sports have not traditionally been seen as sectors where luxury – or at least lifestyle – brands could play. It used to be the case that runners and cyclists wore kit that was all about function and as far from fashion as it is possible to be. Indeed the function-over-form mindset was ingrained to such an extent that there always seemed to be a race to the bottom as far as pricing was concerned. And it almost seem ludicrous to pay full price for kit, when everyone knew that at the end of the season there would be heaving bins of reduced stock that was no different from what had come before or what would come after, aside from the colour. And who cared about the colour, right?
Then over the last decade or so, the attitudes have started to change. Rapha started creating elegant (and still very functional) cycling apparel that allowed riders to express their love of cycling through the way they looked. Nike started creating running kit that looked as good as it performed – the Nike Gyakousu range is a case in point. Lululemon arrived with functional apparel that men and women wanted to wear all the time, not just at the gym. Other running brands that were as much about looks as performance have appeared; Soar Running. Iffley Road. Tracksmith. In cycling there are so many beautiful brands; Isadore. Huez. ashmei (which is in running, tri and cycling). For mountianeers and adventurers there are abundant brands that strike a perfect balance of style and function; The North Face. Arc’Teryx. Patagonia. The list goes on.
And the point is … ?
So why does all that matter? Well on a very personal front, this all means a couple of things. Firstly, I believe this signals a maturation of the endurance-sports-as-lifestyle trend. That people are looking for beautiful, stylish kit in which to do their sport has to be a good sign that they are going to continue with said sport. And that makes me very happy because I believe that the more people there are running, cycling, swimming and climbing, the better the world will be.
Secondly, as the co-founder of two businesses that need people who are passionate about endurance sports in order to thrive, the fact that mainstream brands and brand owners are looking to get in on the act is great. LVMH is a huge business – €35.6bn revenue in 2015 and 120,000 staff at the last count – and if they get involved in cycling, that is not just a signal that the sector is growing. It becomes a self-fulfilling prophesy.
So I believe that the rumours that LVMH and Rapha are in talks is great. Whether or not the whispers are true, there is no smoke without fire and it might not be long before we see other fashion, luxury and lifestyle brands getting involved with endurance sports and outdoors brands.
It might even end up the case that the MAMIL will become a fashion icon. Maybe.