Learning Lessons from British Cycling at ISS

Next month, Terry Greenwood of British Cycling will be speaking at the 13th International Sailing Summit (ISS). He will reveal the concept behind the triumphant revival of British Cycling as inspiration of an ambitious future for the sailing industry.

Taking place on 17 November 2014 the Summit will address a global marine audience with innovative ways to engage an all-inclusive audience and generate business success. Terry Greenwood will identify lessons from the cycling industry as his contribution to the theme ‘Waking up the sailing industry – how sailing needs to modernise, diversify and develop to attract and retain participants’.

Since 2009 British Cycling, in partnership with Sky, has inspired over 1 million people to cycle regularly. That’s enough to fill 11 Wembley Stadiums.   

Terry Greenwood explains: “British Cycling has developed a clear vision and participation pathway, from the earliest entry point into the sport for beginners and young people, up to the highest levels of competition on the domestic World Stage. Success for sailing rests on its collective ability to inspire, interest and engage new people”

As well as Terry Greenwood, the Summit will be hosting an exciting line up of international speakers. This includes Olympic Gold Medallist Iain Percy OBE who will welcome delegates to this worldwide industry forum. Other key speakers include:

• “Changing Your Game Plan to Welcome Diverse Customers”; Molly Winans of Spinsheet Magazine will be identifying what she sees a white male run sailing industry and a need for focusing on women and other diverse audience clients.
• “Increasing Participation and Engagement through Cost Effective Technology”; Simon Lovesy of SailRacer will describe his observations of participation doubling as a direct result of innovations, such as GPS tracking, enhanced result analysis and social media engagement.
• “GUNBOAT: Building a Brand, a Culture, and a New Market Segment in Sailing”; Peter Johnstone of Gunboat will explain how Gunboat has launching a successful new market in sailing by delivering superyacht luxury and grand prix speeds in an innovative design.  

The Summit is organized by British Sailing, a group association of the British Marine Federation (BMF). Taking place in Amsterdam the day before the world-renowned Marine Equipment Trade Show (METS), the event is expected to attract some 150 delegates representing all aspects of the sailing industry.

Recognized for driving positive change and promoting sailing on a global scale, this year’s Summit will offer attendees an ambitious look at the future of sailing. It is the perfect event for companies who share the ultimate goal of increasing participation and bringing more business in the future. For attendees it will lay out strategies and thinking which can be directly implemented into their business for an individual as well as global benefit.