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Natalie White, inov-8 - interview with Talk Ultra


Shona StephensonNatalie White, is the sports and marketing manager for UK Company inov-8 who this year celebrate 10 years in the business. With less than one week to go to Zegama, I caught up with Natalie to discuss the brand and the expansion for the future. In 2013, Inov-8 has put together an International Skyrunning Team, it is a new departure for the brand, I asked how this has come about and why now?

NW: Yes, when I began at Inov-8 in Feb 2012 budgets had already been set so I had to focus on what people were telling me to do based on the budgets we had. However, in September 2012 I sat down with the European marketing manager and I said that we need to get involved in Skyrunning. It is a passion of mine anyway but all the high profile athletes are at these races and we as a brand needed to be involved. So, it made sense. I set up an International Skyrunning Team with runners from Australia, America, UK and France. Hopefully we are going to make an impact.

IC: It is an ambitious project and one that will test the financial strings as much as the runner’s legs. How do you go about putting something like this together, particularly in this current market?

NW: It takes some serious logistics. I also have a 101 other jobs to plan and budget for. I really need to manage my time well. It’s a case of getting a small International team and focusing and what needs the athletes have. Such as kit, what they expect from the brand, travel expenses and then budgeting all that. We shall review the total cost at the end of the year and then make adjustments for future years. I am a runner myself so I know what the runners want. I need to balance all the costs, hopefully everyone will be happy.

IC: Is part of the project also to develop new products such as clothing and shoes that you can take forward in future years?

NW: Yes! We have just sent our SS2014 workbook to print with some very exciting new products. I can’t talk about that yet…

IC: Your lips are sealed?

NW: Yes, we have our launch this month, in May. We are also working on other new products. It is all very exciting.

IC: In the past, as a company you have been renowned for your shoes and packs but you are moving into clothing?

Anna LuptonNW: Yes we launched AW2013 running apparel and showed it in February 2013. Our athletes will be wearing our new mountain running wear in Zegama. I hope it will make retail outlets in July and August. It’s a very exciting time for the brand and the athletes.

IC: How have these products been designed? Do they all have athlete input?

NW: Yes, everything we do has runner feedback and athlete feedback. We put everything together, produce a product and then test it. Our athletes test it in training and our marketing team test the products. We go out at lunch and run on local trails. We debrief and then make adjustments as appropriate.

IC: You have mentioned the athletes. You have some real variety for 2013. Such as Brendan Davies and Shona Stephenson from Australia and then we have Americans, UK runners and then somebody like Joe Grant who is a Brit who lives in the US. Zegama will see the British runners head to Zegama… it is quite a mix.

NW: Yes, it is a mix. Prior to me joining we only had a small team of UK based athletes. To get more brand awareness across the world I thought we needed an International team. So, the best athletes from around the world put them in one team and then send them out to run in the Skyrunning series. We support them and help them travel the world to race. We want to help them achieve.

IC: Skyrunning is a very different sport to a lot of other running. UK runners in particular seem to adapt well particularly if coming from a fell running background… of course fell doesn’t have the altitude but it does have some tough terrain. How do you think Brendan and Shona will handle Skyrunning? It will be very different for them. How do you help them and help them adapt to the challenges?

NW: I speak with Brendan and Shona every other day via email and we have regular Skype chats. Because I have done plenty of Skyrunning I can help them. They are currently preparing with adjustments for altitude. They are in form. Look at the results from UTMF and TNF 100. Incredible! (Brendan just won and set a new CR at TNF100 in Australia, a record previously held by Kilian Jornet)

IC: How will Brendan and Shona recover from these high profile and demanding races and be ready for Skyrunning?

NW: To be honest, they both seem to recover very well. I don’t think recovery will be a problem. Of course flying and travel may impact but I think, fingers crossed, they will be fine.

IC: Zegama is the first race that you will attend, yes?

NW: Correct, yes.

IC: Zegama is the classic mountain race. It is famous for the terrain, the racing and a top quality field. What team will run?

Alex NicholsNW: Alex Nichols from the US, he is in great shape. We have three UK runners, Ben Bardsley who is coming from a SkiMo season. He has actually been racing Kilian. He has been in the Alps doing some fastest known time attempts too. We have two ladies, Sarah Ridgeway and Anna Lupton. Sarah has been training on the Isle of Skye doing some ridge running. Ana Lupton is in good form too…. Hopefully everyone will be fit and healthy and will be able to have a great race!

IC: Yes, it is going to be a great way to kick off the series for Inov-8. I have just done a race preview and I think Ben and Alex are potential dark horses.

NW: Ben came into our office just the other week and he looks super fit and healthy. He is very keen for the first race. He is very appreciative to be part of this team. It’s a dream come true for him. He is very happy.

IC: As the season progresses the priorities will fall with the Sky marathon and Sky ultra series. What at the end of the year will mean that this year has been a success?

NW: Ultimately brand awareness. We have many plans and we will attend many races. After Mont Blanc marathon we will stay on in Chamonix to do product testing, photography, video and so on. It will be great to have everyone in the same place at the same time. It is taking some planning but I am sure it will be fine! We then have Alex Nicholls at Pikes Peak and then we have a team at Ultraks in Switzerland. Shona and myself will race Ice Trail Tarantaise…. Not sure why I signed up for that! Speedgoat and UROC will see some American runners participate and then we will have a team at the last race in Limone, Italy. It will be a great finish to the year. It will be a case of having representation across the world with athletes in the overall rankings. All about developing the brand.

IC: Inov-8 has been going almost ten years. As a company it has achieved a great deal. From a shoe perspective you have always been highly respected. You understood the needs of particular terrain and developed products accordingly. For example, the mud claw, it is a classic. How will the brand develop in the future? Will you have any shoes developed specifically for Skyrunning?

NW: My lips are sealed!

IC: Okay, enough said. That is a yes then!

IC: If we look forward to 2014, do you have a plan to increase your team or do you think you will look after the team you have and help them progress.

NW: We will progress the team we have and build on that. We are always inundated with requests for sponsorship but it is just not possible to help everyone. We just don’t have the budget. We need to look after the people that we have currently. We need them to have the results and we need to help them achieve that.

Robbie SimpsonIC: Much better to have a hardcore team of eight to ten who you can help, finance and support so that they can get results. No point having a team of thirty and no results.

NW: Exactly!

IC: Finally, you have Joe Grant on the team. Joe has done some crazy exploits such as the Iditarod Trail Invitational… a crazy event! 350 miles in sub zero temperatures. Do you plan to help progress ideas like this as a brand, for example, will you create projects that your athletes can undertake. I guess adventures which Inov-8 can help finance.

NW: Definitely, we have Ray Zahab from Canada who is currently taking on a challenge of crossing the Gobi Dessert. He is doing that in June this year and we are helping to support him. We love this sort of thing. Crazy challenges… the crazier the better!

IC: It creates a story and it creates a buzz. Ultimately that is great for you as a brand. You need your name out in the arena and that comes from inspiration. It filters back to consumers.

NW: Yes, exactly. We are all about making the brand the best it can be and ultimately providing the customers with the right footwear and clothing for them to achieve!

IC: Natalie, it has been great chatting with you and I am looking forward to Zegama this coming weekend. Best of luck for you and the team!

May 22, 2013 © Talk Ultra