EuroSIMAg - number 05 by EuroSIMA

QUARTERLY • Spring 2016

N°5 06 A surfing Silicon Valley in France

10 Frédéric Basse, for the love of surfing

14 How to choose a delivery service?

K E Y F IG U R E S

Johanne Defay

s the only European competing on the WSL tour, Johanne aDefay is just as fierce in the media as she is in the water. We’ve got the figures to prove it with a selection of her stats in videos and on social networks between January and March 2016. Source: www.rideometer.com.

VIDÉOS

FOLLOWERS

58.6K

(+26%)

INTERACTIONS

170K

VIEWS

62K

INTERACTIONS TOTAL AUDIENCE PER POST TIME

367H

F i g ur o s c o p e

E ur o S I M A i n a c t i o n L a n d s o f i n n o v at i o n

B e h i n d t h e s c e n es

J o i n i n g f o r c es

China: the new Eldorado

A surfing Silicon Valley in France

Frédéric Basse, for the love of surfing How to choose a delivery service?

F IG U R O S COP E

China: The new Eldorado With 14 500 km of coastline and a population of 1.4 billion people, China is gradually opening up to board sports. As the 2nd biggest board sports market after the USA, it produced a turnover of 3.7 billion euros in 2014 with a 9% growth rate. The Tokyo Olympic organizers even announced their intention of including surfing and skateboarding in their program! The final decision of course rests in the hands of the CIO, which will meet in Rio in August of 2016.

SUMMER BOARD SPORTS

392 SNOWBOARD

million €

+8%

BEACH WEAR

205

million €

+21%

million €

+8%

CHINE € 3.7 billion SKI 12-34

+9% TOTAL

million €

+8% Source: Research on the weight of the global board sports market carried out in 2015 by NPD Group.

SPORT STYLED, MULTI-SPORT

€ 3 021million

+9%

E ur o S I M A i n a c t i o n

NEW AT EUROSIMA

GET NETWORKING

Hossegor CELEBRATes SURFING

INLAND SURFING

Friday, May 27th will be a key date for EuroSIMA. The European Action Sports Manufacturers Association will be holding its General Assembly to announce the departure of our long standing President Frédéric Basse, who will leave his position after 9 years of faithful commitment to the companies of our industry. We will also inaugurate the arrival of his successor, after the vote of approval by the members of the association.

Would you like to extend your network with your team or share a laid back evening with other players in the action sports industry? EuroSIMA invites you to discover its Aloha’peros events. Launched last year, these “networking happy hours” are open to all employees of EuroSIMA member companies and are a great way to meet other professionals around a drink or fun and active activity. The next Aloha’péro will take place on the Basque coast on June 23rd.

Each year, Hossegor welcomes a variety of events and festivities in early October during the annual Quiksilver Pro France. In partnership with local institutions and organizers of the competition, EuroSIMA will coordinate these events and offer additional side events (conferences, exhibits, swap meet…) in order to make it a true celebration of surfing: the Hossegor Surfing Week. It will be a great opportunity for all those who love surfing to enjoy some time in the Indian summer weather.

The research firm Inspiral Développement, which specializes in surf park projects invites you to attend Surfpark Tech Day, on Thursday, June 2nd starting 9am at the Halle d’Iraty in Biarritz during the Seanergy convention. This one day technical workshop is the opportunity to discover the various technologies of artificial waves and to meet international experts in the field. To register for the workshop, go to: www.seanergy-convention.com

L A ND S O F INNOV AT ION

A surfing silicon valley in france

Throughout the years, EuroSIMA has worked towards identifying the needs of the action sports industry and fostered its development. Today, the association is proud to have initiated a number of projects that aim to develop the South Aquitaine territory and build a Surfing Silicon Valley. Itâ&#x20AC;&#x2122;s time to have a look at what itâ&#x20AC;&#x2122;s all about.

L A ND S O F INNOV AT ION

Ocean Experiences

WHAT? A strategy of open innovation that aims to develop and improve the competitive advantage of businesses in the “nautical, board sports and aquatic activities” industry.

FOR WHO? For all businesses that wish to settle and

where? In the cross border area of the Bidasoa-

• Creative Hall: the inauguration of phase one (workshop, co-working space) will take place on December 2016.

Southern Pays Basque

AMBITION? To become the European reference site for large scale design, development and testing of new products and services. HOW? This strategy revolves around 4 key components: • Creative Hall (in the Jalday business zone in Saint-Jean-de-Luz): 1800m2 dedicated to open innovation with co-working space (Design Lab) and a digital manufacturing center (Fab Lab). • Ocean Living Lab: located between Hossegor and Zarautz in the Spanish Basque Coast, the Living Lab is where you can test products and innovations in real conditions. • Ocean Platform: the Socoa Fort will be renovated and refurbished to welcome the future “Excellence University Campus”, to concentrate the various higher education and training programs of the industry in one key location. • Blue Builder: created in 2015, Blue Builder is the first startup boosting center specifically designed for action sports entrepreneurs and businesses.

develop in this cross-border area, while enjoying an exceptional quality of life.

UPDATE ON THE PROJECT?

• Ocean Living Lab: was officially launched on March 22nd 2016 in Hendaye. • Ocean Platform: the initial launching is set for 2017 but the full offer of all courses will officially start in 2018. • Blue Builder: was officially launched on December 15th in Urrugne. 80 project carriers have already been approved for assistance. Until they can settle in the future Creative Hall, companies are currently being housed in the “Blue Mansion”, a large house located on the Sainte Barbe hill in Saint-Jean-de-Luz.

COST? 20 million € (Creative Hall, Ocean Living Lab and Ocean Platform) including all purchases, renovations, equipment and promotional events. FOR WHEN? Starting in 2017.

L A ND S O F INNOV AT ION

Olatu Leku 2 what? A new business center, the extension of the existing “Olatu Leku”. where? Anglet. why? To fulfill the growing demands of action sports companies that wish to settle in the Basque coast area.

AMBITION? By centralizing the incubator, the business center, co-working space and shared services in Olatu Leku 1 and concentrating office space and showrooms in the new building. how? By centralizing the incubator, the business center, co-working space and shared services in Olatu Leku 1 and concentrating office space and showrooms in the new building. for who? For all companies that want to work in an inspiring environment dedicated to our industry.

update on the project? The architectural program has been launched and several offers are currently being considered.

for when? 2019.

L A ND S O F INNOV AT ION

Pedebert Zone what? Rehabilitation and harmonization of roads and signs with an extension of the zone. where? Soorts-Hossegor. why? In order to extend the business zone and provide easier access to action sports companies.

AMBITION? To become the European top location for young entrepreneurs and new companies that specialize in action sports. how? By rehabilitating the roads, harmonizing signs and adding an “action and digital” business center and incubator. for who? For all visitors and business that wish to set up in the Landes.

UPDATE ON THE PROJECT? The joint association (MACS and Conseil Départemental des Landes) has purchased an area of around 7 hectares in order to welcome new businesses and a plan to set up a business center is currently being considered.

for when? New available lots will be up for sale in 2016.

be h i n d t h e s c e n es

Frédéric Basse, for the love of surfing After 9 years as the President of EuroSIMA, Frédéric Basse, cofounder of Rip Curl Europe, will officially stand down during the association’s General Assembly on May 27th. It’s high time we’ve taken a look back at this amazing human and professional adventure.

Fred, you became President of EuroSIMA in 2007. What motivated you to do so? The desire to give back to surfing what it had given me. I started my career at 15 with the “Nuits de la Glisse” events. Then came the Rip Curl adventure, which gave me everything I have. It seemed natural to me to give back with my time and volunteering. No matter who you are, you always owe someone or something in life. For me, it was surfing.

What was the association like when you arrived?

FRédéRIC BASSE -

When I took over at EuroSIMA, there were several different entities that claimed to represent surfing: an SPL, EuroSIMA and a Competitive Enhancement Pole that was being set up. The message we were communicating to businesses and institutions was confusing. I therefore decided to clarify things by integrating the SPL into the association, which became the Cluster and cancelling the Pole project, which at the time was both premature and useless for our industry. The Cluster became the “armed wing” of the association, enabling us

be h i n d t h e s c e n es

No matter who you are, you always owe someone or something in life. For me, it was surfing.

to work hand in hand with institutions and to finance part of our projects.

What were your expectations when you became President? I didn’t really have any. Little by little, I discovered the strengths and weaknesses of the association but most of all I came to understand what members perceived. For small companies, we were the association made for the “big guys” and it took years for me to start changing that perception. At the same time, the large companies were living a dream in terms of development with the success that they rightly deserved but also with all the diva like attitudes to go with it. It was hard to juggle between all the different egos and bring everyone to the table.

What will you always remember from the 9 years you spent at EuroSIMA? Our ability to evolve and to adapt. After reorganizing the association, we set up projects that required financial

participation of our members. When the crisis hit, many companies had to cut budgets and go through restructuring plans. We therefore chose to focus on structuring projects that would benefit all our members and that would be supported by local institutions. Our first success was the creation of Olatu Leku, in Anglet. For 5 years, it has moved forward impressively with most recently the Ocean Experiences project supported by the Sud Pays Basque Community. Our shared vision will offer quality infrastructures for all ocean-related businesses.

What is your biggest accomplishment? EuroSIMA has become a reference as a professional association. Institutions recognize the quality of our projects as exemplary but we also have recognition from the brands who see what we have managed to accomplish. In addition to our traditional missions, we have set up infrastructures to allow companies who want to settle in the area to do so.

Any regrets? They aren’t regrets per say, but like any President of any association, I will always complain that members don’t get involved enough. It can be frustrating when people don’t realize that what we do is for their benefit. I sometimes feel like people in our industry act like spoiled children. Many of us don’t realize how lucky we are. The crisis also changed how many employees think. They don’t work so much out of passion like many did in the past and today they expect more. I realize now how significant the consequences of certain strategic decisions to dive into the stock market and the crisis were, both economically and on the human level. Our historic “tribe” that initially brought us together has spread thin. I thought that the association could federate, but I was wrong. It will take more time to start seeing any results on that level. I didn’t like to see how our world has changed, but I have to accept it.

be h i n d t h e s c e n es

You did a lot to connect with institutions.

Annecy, which was named “Outdoor Sports Valley”.

When I arrived, the political world and the surfing world did not work well together, even though institutions have supported our development projects since the 90s. All the big companies got help at some point. I took the time to meet with elected representatives but also with technicians in the field. A mutual trust gradually developed between us. I never lied and we have mutually always fulfilled our commitments. They realize how significant the surfing industry is economically and for tourism in addition to the positive image that our lifestyle promotes in Aquitaine.

Today, OSV has become a strong player in that area and is constantly growing. It is a great example of a partnership in which everyone finds their own balance and interest.

You were at the origin of Outdoor Sport Valley. How did the project come to be? We used to have a “mountain division” with Rémi Forsans as President and many members from the snowboarding world. The DNA of our industry does not come from the mountains even though it is a key market for many of our businesses. With EuroSIMA, I had difficulty answering the needs of regional issues of the alpine companies. We therefore quite naturally supported the idea of creating a “Mountain EuroSIMA” in

What big project would you have liked to see through before you left? The Pédebert project. I spent an enormous amount of time, passion and energy on that project and I failed in seeing it through before the end of my term. That said, I hope that my successor will be able to inaugurate an all new zone with a business center and incubator in Hossegor.

Where do you see EuroSIMA in 2020? It isn’t so much the position EuroSIMA will hold in 2020 that is important but the position our industry will have in the worldwide market. We have to lose our complexes when it comes to the anglo saxon markets. We have a key market in Europe, which is one of the largest worldwide, 35 years of experience in managing surf companies, skilled professionals, a genuine European culture that

can adapt and spread as well as high quality infrastructures supported by the institutions. Let’s lose the fear, create brands and export. The founders of our industry in France or even throughout the world were all passionate entrepreneurs. When we brought in the so-called “experts” from large groups, they almost all failed. They lacked passion and our culture. EuroSIMA will have to adapt to this new world and we will have to set things up for the new generation of 35 to 40 year olds.

be h i n d t h e s c e n es

What advice do you have for your successor?

How would you describe this adventure in just one word?

I’d like for him to represent the new generation and to include more people with similar profiles into the board to help him see it through. He needs to pursue and finish the large structural projects because they are essential for the future of our industry. As the CEO of a company, he will remain at the heart of what businesses need and he will know where to look for collective projects that will improve all our performances. If he does all this, I know I can leave with a clear conscience.

Pride. Pride of having accomplished a mission throughout these 9 years. Ten years would have rounded things off nicely but I also have to keep in mind my personal life and enjoy what surfing gave me. I’d like to take this opportunity to thank the EuroSIMA team who is fully devoted to the association. I’d also like to thank the members of the board who for the most part have been with me from the start, and finally thank you to Rémi Forsans, who

has faithfully gone through both adventures of EuroSIMA and OSV with flawless passion. Though I want to focus on traveling and surfing now, I’ll always be close to the association and its projects.

j o i n i n g f o r c es

How to choose your delivery service ? Does your business require sending packages regularly? There is a large variety of delivery services to choose from but how do you know which one is right for you?

hen you are ready to send off a package, more often than not, temptation leans towards the cheapest offer. Yet, you should always keep in mind that other criteria come into play when choosing a delivery policy, including deadlines and quality of service. Never forget that an unhappy customer can ruin a company’s image in no time! To choose the right delivery service for you, here are a few questions to ask yourself before deciding: 1. How should I deliver to my customers? To their home address, in a relay point, with appointments? Remember that additional fees often apply to destinations with geographical dilemmas (islands, mountain areas…) 2. What deadlines? Keep in mind that customers are often in a hurry! 3. What rates should I offer? Rates are generally tied to delivery deadlines and value of the merchandise. It doesn’t make sense to charge 10€ in delivery fees for an order of 15€! 4. How much quality should I offer? A fair price to quality ratio is to be expected. 5. What services does my provider offer? Automatic delivery, package tracking, pick up services, guarantees, insurance... Once you’ve answered all these questions, your choice should be much easier to make and your delivery procedure will be maximized for you as well as for your customers.

good to know GLS, EuroSIMA’s partner, offers action sports companies a personalized offer for packages between 0-30kg to 150 destinations worldwide. For more information on EuroSIMA-GLS Agreements, contact us at info@eurosima.com.